How to meet Web site development objectives cost-effectively: Forrester

By Giselle Tsirulnik

July 9, 2010

Julie Ask, vice president and principle analyst at Forrester Research

The mobile Web is becoming increasingly important as more consumers are using smartphones since miniature, on-the-go computers and brands need to be ready with mobile-optimized sites.

Daily mobile Internet usage among United States adult mobile phone users grew from 7 percent at the end of 2008 to 10 percent in mid-2009 and to 15 percent in mid-2010, according to a report by Forrester Research titled, “How to Build a Mobile Web Site.” The report stresses that mobile data is not just about applications.

“The browser-based mobile Web experience is more important than ever, with dramatic growth in the usage of the mobile Internet — especially from smartphones — in the past 24 months,” said Julie Ask , vice president and principal analyst at Forrester Research, in the report. “In 2009, consumer brands built iPhone applications: they are now asking what’s next.

 

“The answer for many is to improve the quality of their mobile Web site,” she said.
 
According to the report, brands that are looking to build a mobile Web site have five types of services available to them. The choice is based mostly on budgets and the type of experience they are looking to deliver.

The first option is fully managed services. This is basically outsourcing mobile Web development, hosting and maintenance. Usablenet, Digby and 2ergo are examples of companies that provide fully manages services.

Licensed technology platforms – or mobile enablement services – involves licensing a technology platform for device detection, content hosting and optimization. Cellit Mobile Marketing, iLoop Mobile and Netbiscuits provide a licensed technology platform.

Existing solutions providers, such as ecommerce platforms, are another option for brands.

Agencies are great for end-to-end mobile Web site development. They work on the creation, design, development and maintenance of a site. 5th Finger, AKQA, The Hyperfactory and Razorfish are examples of agencies.

Lastly, in-house builds can use all or just some of the approaches listed in the report. The company builds its own site in this case.

According to Ms. Ask, companies need a mobile strategy before they can begin to choose an approach to mobile Web design.

Forrester’s  POST  - which stands for People, Objectives, Strategy and Technology – process is outlined in the report. The process aims to help companies develop a mobile strategy methodically.

As part of the POST method, companies must come to a set of aligned strategic decisions on reach, offering, investment and value chain.

Forrester recommends that decisions flow from the company business strategy as opposed to vendors’’ offerings.

“Working through the mobile POST process forces brands to answer strategic questions before making technology decisions and thinking about vendors,” Ms. Ask said in the report. “his will be an iterative process, as requirements are right-sized to budgets.

“Once in place, consumer brands can select one of five approaches to building or improving their mobile Web presence,” she said.

Final take:
Mobile Marketer senior editor Giselle Tsirulnik talks about what is key for a mobile Web site’s success.

 

Senior Editor Giselle Tsirulnik covers advertising, messaging, legal/privacy and database/CRM. Reach her at giselle@mobilemarketer.com.

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By guest blogger and web designer, Erik Parkin

Computers and the internet have radically altered how businesses sell, advertise and communicate with their customers. According to answers.com, 1,663,770,408 people used the web in 2009. That means if you are a business owner and you don't have some sort of web presence, you are missing out on reaching many potential customers.

If you don't know how to build it yourself, you are going to need a web designer to help create a blog or website for your business. Salary.com says the average salary for a web designer is about $65,000. and any way you look at it., that is a lot of money. That's why it is important that you get your money's worth from your website.

At the most fundamental level, a website is just like every other medium. Like newspapers, books, radio and television, a website is a communication tool. It has a purpose. It needs to represent you and your business.

I have been involved with web design for nearly four years now. I have designed websites for friends, family members and others. It always frustrates me when the client says, "Just make it look cool" because that doesn't tell me enough information to build them a website that they can actually use.

Your website needs to represent you, not the designer. You have to be able to tell the designer as specifically as possible what you want. Think about what you need your website to be able to do. Keep that firmly in mind when you talk to your designer.

Here are four questions to ask yourself:

1. What is your goal? Take time to think about how this website is going to help you meet that goal.

2. How is your business different from other ones that provide the same service? Get clear about how you want this difference to be to be reflected in your website.

3. How do you want the website to affect the user? I want people who view my site to feel what?" is a good question to ask.

4. How will you know if this website has done its job? Define success on your terms. Lots of hits? Lots of on-line orders ? How will you know if your website is working?

The main thing is to stay focused on the purpose of your website during the development process. A website is a communication tool used to promote you and your business. If you keep that in mind, and accurately communicate it to your designer, the website will enhance your business not detract from it.

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

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