shaping multiscreen strategies by คุณสุธาทร
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Shaping Multiscreen Strategies by คุณสุธาทรTRANSCRIPT
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Shaping multi-screen strategy
By Suthathorn Sutthison @toppercool
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- Understanding multi screen world- Interesting stat - Multi screen ecosystem - The responsive design - Multi screen lesson to apply
Agenda
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of people move between devices to accomplish a goal.
use multiple screens sequentially to accomplish a task over time
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80%
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74%
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TV is the first screen no longer command as before
But TV is a major catalyst for search.
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The second was dead
• People need mobility• Slowly on boots • Expensive software
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Our time online spread in 4 primary media device
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43Minutes
39Minutes
30Minutes
17Minutes
Average time used per interaction
Sorce : new multi-screen word by google
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People shifting from device to device and expect product and service move along with them
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It’s all about context
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Smartphone using for •Connect•Search •Communication •When need something quickly
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The Tablet most using for entertain •Shopping •Gaming •Watching VDO •Trip planning
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Pattern for multi screen behavior
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Sequentially usage Picking the right device for the task at hand
Moving from one device to another at different times to accomplish a task
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Simultaneous Usage Using more than one device at the same time for either a related or an unrelated activity
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Product or service work coherently feature are optimizedFor specific device characteristic
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CoherenceCoherence
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Device service always sync
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User actively shift content from one device to other device
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Devices are complementing each other.
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Devices are being used simultaneously.
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2013 Is the Year of Responsive Web Design
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The Promise – One Website, All Devices
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PRO
• One solution to rule them all• Avoiding devices-alternate issue • It’s not just about the device• Attacking media display issue • Designing for mobile first
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Cons
• Development time and resource • Cross browsing compatibility • Loading time • Difference device varying objective• Image resizing restrictions
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Re-thinking responsive design
One channel ,Multi-screen ,consistent experience
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Multi-screen lessons to apply
1 . screen-based ธุ�รกิ�จต้องเข้าใจ วิ�ธุ�กิารเข้าถึ�งข้อมู�ลข้องล�กิค้า ซึ่��งทุ�กิอย่�างข้��นอย่��บน Screen base อย่�ามูองวิ�าเป็!น Digital หร#อ Traditional มูองกิารเข้าถึ�ง และวิางกิลย่�ทุธุ&ใหเหมูาะสมู
2. Various Context ลู�กค้�าเปลู�ยน Device ตามสถานะการตามจุ�ดประสงค้� การตลูาดแลูะเว็�บไซต�ต�องสะท้�อนค้ว็ามต�องการของลู�กค้�าได�
3. Sequential usage
ลู�กค้�าต�องการการใช้�งานท้� ต$อเน%�อง การออกแบบบร&การให้�ห้ลูายPlatform ต�องให้�เก&ดการอย$างต$อเน%�องก(น ต�องให้�สามารถบ(นท้)กส&�งท้�ท้*าอย�$ แลูะไปใช้�งานต$อได�ท้(นท้ไม$ว็$าจุากช้$องท้างใดๆ
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Multi-screen lessons to apply
4. Consumers rely on search ล�กิค้าเชื่#�อมู)�นในส��งทุ��ค้นหา ไมู�ใชื่�แค้�กิารทุ+าใหค้นหาได้หลากิหลาย่ device แต้�ธุ�รกิ�จ ต้องออกิแบบค้+าค้นหา ทุ��มู)�นใจได้วิ�าล�กิค้าสามูารถึหาเราเจอ ไมู�วิ�าจากิชื่�องทุาง หร#อ Device ใด้ๆ
5. During simultaneous usage การใช้�งานพร�อมๆก(นห้ลูาย device ลู�กค้�าอาจุห้ลูงประเด�นธุ�รก&จุ ต�องไม$จุ*าก(ดเป.าห้มายว็$าจุะเข�าถ)ง (Call to action) ได�แต$ช้$องท้างใด ช้$องท้างเดยว็
6. Another screen is being used while watching TV ล�กิค้าชื่อบใชื่อ�ป็กิรณ์&อ#�นข้ณ์ะด้�TV เราค้วิรใชื่โอกิาสน�� ส#�อสารกิ)บล�กิค้า กิลย่�ทุธุ&ทุาง TV ค้วิรผสมูผสานเข้ากิ)บกิลย่�ทุธุ&ผ�านส#�อ Digital
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Multi-screen lessons to apply
7. Tailor the experience to each channel เราได�เห้�นว็$าลู�กค้�าเข�าถ)งเป.าห้มายด�ว็ย Device ท้�ต$างก(น เช้$นการ Shopping ธุ�รกิ�จค้วิรป็ร)บแต้�งข้อมู�ลในแต้�ละชื่�องทุางทุ��เหมูาะสมู เชื่�นกิารหาข้อมู�ลส�นค้า ทุ��รวิด้เร1วิบน Smartphone กิารจ)ด้กิารวิางแผนทุ��ซึ่)บซึ่อนมูากิข้��นบน PC
8. Smartphones are the backbone กิารบร�โภค้ส#�อและข้อมู�ลทุ�กิวิ)นน�� Smartphone ค้#อเค้ร#�องมู#อหล)กิ ในกิารเร��มูต้นค้นหาใด้ๆ ธุ�รกิ�จต้องวิางแผนในส#�อ Smartphone น)บแต้�น�� ทุ)นทุ�
Source :Google The New Multi-screen World
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Best multi screen case study
Nation channel
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Nation mobile platform Twitter feeds
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www.poems.in.th www.poems.in.th/pda
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Thailand yellow pages
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Mobile app
Mobile site
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PTT Blue society
- Responsive web design Desktop site
Mobile
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Tarad.com
Platform-Web -Mobile app -Out of home -MRT TV Media
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http://thai.tourismthailand.org/
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Think in the screen but out of the screen
http://bit.ly/dms2013