Riding the mobile publishing bandwagon using Adobe RoboHelp 11 Vikram Verma | Product Manager, Adobe Technical Communications

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Who is talking ?

2

• Manage the Adobe Technical Communication line of products

• Responsible for product strategy/roadmap, customer relationship and partner ecosystem

Vikram Verma

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

Key mobile publishing trends in tech comm

Challenges and Solutions

Mobile Publishing with Adobe RoboHelp 11

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In Jan 2007, Apple invented iPhone ..

4

Image courtesy: http://www.engadget.com/2012/01/09/iphone-turns-five-birthday-apple/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

At present, there are more than a billion smartphones in use ..

5

Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In Europe, the Smartphone penetration is more than 50% ..

6

Image courtesy: http://www.comscoredatamine.com/2013/03/smartphones-reach-majority-in-all-eu5-countries//

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

By 2013, more people will use mobile phone than PCs to go online ..

7

Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In Tech Comm, mobile publishing is no longer a new trend ..

15%

37%

55%

2012 2013 Future

Mobile Publishing Adoption As % of respondents

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Organizations across the world are adopting mobile publishing ..

Already doing mobile publishing % of total respondents

NA

APJ

EMEA

31%

38%

41%

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Smaller organizations are leading the mobile publishing adoption ..

62%

37% 28% 24% 29%

7%

24%

21% 18%

26%

Tiny Small Medium Large Enterprise

Mobile Publishing Adoption By organization size

Publishing to mobile Plan to publish to mobile

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Some industries are ahead of others in mobile publishing adoption ..

17%

21%

32%

37%

43%

44%

29%

37%

20%

19%

20%

5%

Healthcare

Manufacturing

Financial Services

Telecommunications

Technology/High Tech

Professional Services

Mobile Publishing Adoption By Industries

Publishing to mobile Plan to publish to mobile

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

Use Cases

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Healthcare

13

Image courtesy: http://www.maclife.com/article/news/doctors_using_ipads_down_under_diagnosis_awesome

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Aviation

14

Image courtesy: http://www.businessinsider.com/united-continental-ipad-2011-8

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Maintenance

15

Image courtesy: Page by Heather Kelly - Technician Grimaldo Romero, left, uses his iPad to help maintain machinery at the World's Finest Chocolate plant in Chicago, Illinois, on March 21, 2013.

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

Challenges

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Legacy output formats are ill-suited for the mobile devices ..

17

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

New output formats should be adopted to deliver quality experience on mobile ..

18

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Traditional HTML sites don’t scale well on mobile device ..

Try http://esupport.sony.com

19

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

One way to offer a good mobile experience is to create a website with Responsive Design ..

20

Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

With HTML5 and CSS3, you can create websites with responsive design ..

21

Image courtesy: http://www.dotcominfoway.com/blog/responsive-web-design-infographic

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Some examples of Responsive websites ..

22

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

Does Responsive Design solve the mobile problem?

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Attention spans are crashing ..

24

You read David Copperfield?!

Gangnam Style

Image courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In fact, smaller the device, lower the attention span ..

25

Image courtesy: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26

Image courtesy: http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

However, the total time spent on mobile web browsing is much higher than that of desktop web browsing ..

27

Image courtesy: http://b2b-marketing-mentor.softwareadvice.com/mobile-social-data-and-crm-top-analysts-predict-the-future-0113/ Data provided by Flurry, comScore, Alexa and the U.S. Bureau of Labor Statistics

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Need of the hour is creating adaptive content for multiple devices..

28

SINGLE SOURCE

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

One way to offer mobile optimized adaptive content is to create a separate mobile website ..

29

Image courtesy: http://googlemobileads.blogspot.in/2012/07/mobile-websites-vs-responsive-design.html

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Some of the top websites use this approach ..

30

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Another way to offer mobile optimized adaptive content is to create mobile apps ..

31

Image courtesy:http://blog.seo4site.com/mobile-applications/make-your-work-effective-with-mobile-apps.html

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Already there are 750K + apps in iOS and Android store ..

32

Image courtesy: http://www.pureoxygenmobile.com/how-many-apps-in-each-app-store/

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What about device fragmentation ..

34

Image courtesy: http://opensignal.com/reports/fragmentation.php

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

One approach to address fragmentation is RESS ..

35

Image courtesy: http://www.netmagazine.com/tutorials/getting-started-ress

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

How does RESS work ?

RESS

Device Categories

Layouts and CSS Content

36

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Some RESS examples ..

37

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Comparison of 4 approaches ..

38

Responsive Mobile Website

App RESS

Mobile users need ok good Best good

Ease of maintenance

best good Ok good

SEO Friendliness best good bad best

Loading time & Performance

ok good best Good

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

So, which approach to take ?

Goal ?

Make legacy content mobile friendly? Responsive Design

Optimize content and customer experience on

mobile?

RESS

Separate Mobile Site

Native App

39

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Let’s look at the adoption of various mobile formats ..

28%

12% 5%

11%

44%

24%

10%

25%

HTML5 ePub Kindle Mobile Apps

Adoption of various mobile publishing formats As % of respondents

2013 Future

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Demo..

41

Thank you! .com/adobetcs

@vikverma2013

blogs.adobe.com/techcomm