AND not OR*: How Mobile, Social and Web are converging

by Sonali Shetty of Hodges Digital Strategies

*For a refresher on Boolean algebra go here.

Are mobile, social and web three separate entities anymore? Not when you consider the following:

  • The number of smart-phone users, world-wide just crossed the 1 billion mark.  In the U.S., approximately 87 percent use their phones to access the web and other apps (25 percent of whom, primarily use their mobile devices to access the web).
  • More than half of Facebook’s 1 billion users access the platform through their mobile devices, while 18 percent of whom don’t even visit the website.

So, it’s no longer an option to pick a platform, businesses must be on all of them. At Hodges Digital Strategies, our most interesting challenges are design and development at these three intersections: mobile + web, mobile + social and web + social.

Mobile + Web

  • Side-by-side example of website on mobile (left) and mobile-optimized website (right)

    Mobile friendly sites (Sites that function on mobile devices.  These sites have no flash and small image sizes for relatively fast loading. Users may need to zoom in order to use the site.  Newer design and development capabilities are phasing out these kinds of sites in favor of mobile optimized and responsive sites.)

  • Mobile optimized sites (Sites designed to cater to mobile devices. Pared down functionality and navigation elements, large, touch friendly buttons and minimal data entry allow for mobile optimization.  Most mobile optimized sites give users the option to view the desktop version of their website.)
  • Responsive design (Sites that utilize responsive methodologies for web development. A full website that renders seamlessly on devices with various form-factors. Meaning, a separate mobile site is not required – a large three column site on your large screen monitor, with rich visuals and extensive menus, can step down to a single column in a series of steps, responding to various device sizes.)

As more people interact with the web, primarily through their mobile devices, mobile capabilities for your website are no longer optional. While there is no right answer on whether to choose mobile optimized or responsive, we are biased towards responsive design and are incorporating these techniques in pretty much every new site we build.

Mobile + Social

Of the main social platforms, Twitter and YouTube were the most mobile-centric from the beginning, however, the switch to Timeline impacted apps, as they’re not visible via Facebook’s mobile app. To mitigate this (and to aid in app discovery), Facebook announced App Center. Mobile friendly apps that are registered in App Center are now discoverable through Facebook’s search bar. From a development perspective, it does mean that each app needs to also include a mobile version (using any of the above methods). There is slightly more work on the backend, however, with more and more users coming in from mobile, this is the only way for the users to access apps on their devices.

Web + Social

Back in 2010, Facebook introduced Open Graph API (yes, that ubiquitous “Like” button is just a toddler). Social sharing by liking or sharing content on social platforms like Facebook, Twitter and Google +, has been deployed on millions of websites. Sharing also happens in the reverse direction by embedding activity streams from social media onto the web.  Single sign-on (signing up for a web-app via your Facebook or Twitter account) saves us from having to remember yet another user ID and password. However, balance that with the risk of allowing the 3rd party site access to your information and sometimes publish on your behalf. You can control third-party app access via privacy settings on your Facebook account.

This digital convergence is only going to accelerate further and include future platforms. Just think: Google Glass, the Nike+ FuelBand, your car’s dashboard…the fun has only just begun.

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