As visual storytellers, we are always looking out for exciting new online tools and techniques to build strong digital brands. Up until fairly recently, for the most part, websites have guided users down the navigational path using the “page paradigm.” On a typical site, one is met with a top navigation, and dropdown menus that when clicked transport you to an internal page that has the limited content predefined by the information architecture. This has been fine overall and we’ve built and continue to build many successful websites using this approach.
Today, there is a rapidly expanding set of options we and other design leaders are using that enhance our ability to represent an organization’s brand concepts in ways that are highly interactive and engaging for site visitors. Here are three such examples:
Studio 1 Architects
Studio 1 Architects has applied a scrolling technology known as parallax scrolling to guide their site visitors and build their brand by means of a series of layered screens. By pulling down the scroll bar or clicking on the vertical arrows on the screen, the user has the impression of layers being moved to reveal new and interesting content.
The homepage has a horizontally rotating background that features portfolio images.
This is a great technique for maintaining control over the desired user experience. At the same time, each screen that is revealed can work like a carousel to represent, in this case, different views of the projects Studio 1 has architected. The Studio 1 site is also a good example of responsive design. If you pull the browser window tighter, the website reconfigures itself into a site perfectly suited for mobile or tablet users.
Scrolling vertically creates a sliding effect with the graphics and produces different screens with specific entry points to other pages on the website.
Head2Heart is an online donation site in partnership with Collyde that works to raise money to provide clean water, dig wells, and prevent human trafficking in Africa.
The Head2Heart homepage has fixed top and bottom navigation, so that all actionable next steps are accessible during extended scrolling.
Head2Heart utilizes two new technologies that improve usability and deepen user engagement: prominent calls-to-action in the navigation and extended scrolling (in this case, horizontally). Note that when you scroll across this site, the top and bottom navigation are fixed at the top of the screen. The fixed navigation leads you to relevant calls-to-action, including donating, contacting, and following on social media channels.
Each number section is not only interactive with graphic calls-to-action, but prompts you to continue scrolling with a blue road pattern and orange arrows.
From a brand storytelling perspective, Head2Heart utilizes the digital space as one long, seamless canvas. As you scroll across, the brand theme of “The longest journey that a man can take in his life time is the 18 inches from his head to his heart” is represented not as separate pages, but as a continuous illustration of a path symbolizing this journey with relevent questions and call-outs at each stage.
Krystalrae is a fashion brand that uses the same technologies as Studio1 to great affect. The scrolling bar is used to interactively “dress” a model in various outfits of the designer, without ever leaving the page.
Also evident in this site, and a trend we’re seeing more and more of is the use of the flavor of bold, adventuresome typography that used to be relegated to the print world.
These are just some examples of the exciting possibilities that are opening up as the field of web design enters a “new brand era” of deeper and engaging communications. What are some other exciting sites and new technologies you’ve seen? We'd love to hear!
Leading technology companies today face one undeniable marketing fact that many other industries can conveniently ignore for the time being: in order to highlight your technology as the best in the field, you must have a substantial online marketing presence.
And I’m not just saying that because I’m a strong believer in internet marketing for all businesses.
I’m saying it because as an avid consumer of modern technology, apps, marketing analytics and platforms, and contemporary gadgets, I expect a higher lever of online culture and communication from companies that I identify as savvy tech leaders.
So, how do you approach marketing your tech product online? We've outlined four intial strategies to get you started.
Market Ahead of Time
Building anticipation can be an often-overlooked tactic in successfully promoting a tech product or app. During development, identify where your target audience spends time online and what they are looking for in terms of a tech solution. Create introductions through forums, news sites, and with clever banner ads and online announcements.
Maintaining mystery and creating intrigue will create a demand for your product before it’s available to the public.
If it fits properly with your overarching launch goals, you can also introduce the product or service initially by invitation only. Google+, Pinterest, and flash sales sites like Gilt and Rue La La have garnered an incredible amount of clout and a clamoring of customers by launching initially exclusively by invite.
Invest Heavily in Social Media and Online Communities
If your audience is consistently using an app, purchasing high-quality tablets, smartphones, and laptops, and integrating technology into their online and offline lives fluently, you can bet they are simultaneously: following their favorite brands and products on Twitter, expecting exclusive content on Facebook, and looking for the most up-to-date industry information on your blog.
As a tech leader, your audience is expecting you to be accessible and active through all popular social media platforms. Similarly, they are expecting immediate answers to questions and posed problems. This can be done successfully through social media sites, but also through online communities like Quora, which serve as discussion platforms.
If you have the funds, invest in creating your own online community were customers can come for immediate and expert service, and where they can share their experiences and stories about your product or service.
Evernote, the leader in organizational apps for businesses on the go, has a solid, branded Twitter presence with an abundance of followers that is posted to regularly and is a source of news and information.
In addition, the company has an interactive blog with a number of sections, including one called “Our Notes,” which serves to update customers on updates, down times, and product use suggestions.
Prioritize Dynamic Content
Videos, Infographics, Quizzes; these are some of the highest lead-generating content tools at your disposal today.
To illustrate this, here’s an infographic from Smart Insights.
Think of PR, Reviews, and Link Building as One
Garnering online reviews from tech journals, articles from news sites (like Mashable and TechCrunch), and blog posts from industry leaders may have all fallen under the umbrella of public relations in the past, but now, are part of a larger strategy of gaining PR online whilst simultaneously working on gathering strong referral links back to your website to drive traffic and qualified leads to becoming customers.
Referral links not only funnel visitors back to your site who are interesting in your product and content, but give your website strength, and validate it as a strong source of related information in the eyes of Google.
TechCrunch reviewed app giant Instagram back in 2010 before it officially launched (double whammy: early promotion for interest generation + high-profile online review).
So, have you been successful in employing these tactics? Are there any you would recommend?
Back in January, I wrote a post on getting started with responsive design, including basic design factors and aspects, current examples, and questions to consider. Responsive design is the process of developing your website so that the site can re-format and re-size itself according to the user’s screen resolution. For example, this allows you to design your website in a four-column layout for desktop resolution that will, once it senses a change in screen resolution, change its layout to accommodate the user.
W3C has released its official recommendation of an element necessary to responsive design: CSS media queries. And with that, we say, what’s next?
An official recommendation from W3C means that web browsers now must support these CSS media queries: code that consists of a media type and at least one expression that limits cope, using width, height, or color. This opens the door for companies and organizations considering responsive design – now a visitor’s browser should not hinder his or her ability to view a responsive website.
But the integration of responsive design as a new norm brings certain challenges: specifically, looking at coding, which has become increasingly more complex throughout the years to allow for custom styling enhanced features, and dialing down the size.
For anyone visiting from a desktop, this poses no problem. However, for mobile and tablet visitors, the amount of data their devices need to process can take away from site speed, increasing your bounce rate and driving potential clients to competitors.
In a great article from Search Engine Land that addresses slimming down your website for responsive design, Sherwood Stranieri focuses on a few elements to concentrate on:
Resizing images the right way
Image files require a large amount of data, no matter the size to which they can shrink or enlarge. Style sheets need to be customized to select different image files for mobile and tablet users; ones that are pre-compressed. This means two sets of images pre-prepared.
Consolidating external files
The article gets it exactly right in that “webpages have become very sophisticated graphic design documents, with rules dictating every font, margin, and border.” The information used in coding these additions, custom design specifications, and constantly changing templating create an onslaught of information that would need to be consolidated in responsive design. Creating clean styles is key.
These are some of the ways to approach a cleaner, tighter website built responsively. But it’s important to remember, when embarking on a website redesign using responsive design, that the customization options can be limited. Using this technology means creating simpler sites with a smaller library of files and fewer style options.
What is your experience with responsive design? Is it an option your company or organization is considering?
Mobile: Mobile queries have grown 500% in the past year and 40% of people will turn to a competitor for a mobile experience that gives them a good user experience
Ever had a frustrating experience viewing a website on your phone? Well, chances are your clients have, too. This statistic represents two key concepts: mobile search is an undeniable beast, and potential consumers will turn to a competitor if your website is not optimized for mobile to a point where it makes browsing difficult.
Mobile can be a daunting task to approach; it entails a few different potential tactics, and can be as important format- and content-wise as an actual website redesign. The three strategies at your disposal are:
- Creating a separate website optimized and designed for mobile
- Creating a responsive website design that works across desktops, tablets, and smartphones
- Creating a mobile app
Each of these options can suit your mobile visitor’s needs, and the first step is deciding which one is most appropriate for your current situation. Is it creating a website from scratch that is responsive to each technology, or building a mobile-specific website that smartphone and tablet visitors get directed to?
Evernote, a popular organizational software company, has the
perfect service for a mobile app, as most customers use it on-the-go.
Image courtesy of BusinessWeek.
For more details on selecting the best option for your business, consult the three posts in our responsive design series (above).
There is an effective way to kick off your company’s internet marketing efforts with first steps that address these statistics: take baby steps. Take the first step in creation and integration, and create campaigns that you can build on and develop in the coming years.
Stay tuned for future posts in which we’ll address some of the other enlightening industry statistics and how you can harness them to reach your modern consumer.
A couple of years ago it became quickly evident how ubiquitous the iPad had become amongst our C-level and VP clients. I recall making a critical first website design presentation to a new client only to find the CEO disconcertingly playing on his iPad while I was presenting. After a few minutes of this, the CEO looked up with a grin and showed us his screen on which was our website design in perfect proportion with great resolution. He was quite pleased, and it confirmed to us that the device criteria on which we tested our work had officially expanded.
The new iPad presents an interesting twist. With literally four times the number of pixels – on the same size screen – resolution literally twice that of the previous model, there has been nothing but raves about the clarity and sharpness of images and text.
However, one consequence we’re also hearing is that because of this clarity, websites designed for the standard screen resolutions for laptops, desktop monitors, iPads and other tablets, now appear grainy and dull on the new iPad. This is especially true of web images that contain text.
In order to compensate for Apple’s advanced technology, we can recreate each image at a higher resolution and thereby take advantage of the crystal clarity the new iPad affords. However, in creating the higher resolution image, the file size naturally increases, which will affect the time it takes to load a page and its images.
However, the new iPad, despite its popularity, only accounts for a miniscule share of internet viewing. Should all users have to “pay the price” of higher resolution images?
Consider mobile phone users, a much larger audience than tablet users; they will not see any difference on their low-res, small screens. And chances are they would not like to see their bandwidth usage skyrocket as a result of higher resolution images.
Apple itself has taken to replacing it’s old images with high resolution versions when delivering to the new iPad – and only on selected pages. Reportedly, their home page blossomed from about 500k to over 2MB (4x!) when being delivered to a new iPad. This might give pause to people using their iPad over a bandwidth limited 3G/4G connection.
This approach may be a reasonable interim solution for those who feel the need to deliver an iPad- optimized experience. But it requires additional coding and image manipulation work to be done.
Clearly a better solution is necessary as the world of devices, screen sizes and resolution expands. A variety of work is underway in the areas of responsive design, browser support, HTML and CSS. But the cat is out of the bag now, and we will be faced with dealing with this until such solutions are generally available.
What do you think?
Last week, we attended the New England Direct Marketing Association’s Marketing Technology Summit, and were treated to presenters from Google, Overdrive Interactive, HubSpot, Eloqua, and more. The conference centered on ways to utilize marketing technology to promote your brand, engage visitors, and create strong online relationships with future and current consumers.
We came out with great ideas for marketing campaigns, technology integration, and the future of mobile and online ads, but also with a long list of interesting marketing facts and statistics.
- The average American spends two months of his/her waking year online
- The 4 major screens that occupy our time: laptop, TV, smartphone, tablet
- Consumers spend 36% of time online – more than with any other media format
- Where B2B buyers get their information: 71% internet, 37% catalogs, 41% trade groups, 39% trade shows, 35% seminars
- People on average use 10 different sources of information before they make a purchase
- 16% of searches everyday on Google have never been searched before: that’s 160,000,000 new searches a day
- 1 out of every 5 searches has local intent
Video and Ads
- 1 in 3 Google advertisers are using video platforms for ads
- Soon, over 50% of ads will be opt-in – consumers will choose to engage with them
- In a Google study, 9 out of 10 viewers prefer TrueView Ads – the ad platform that allows them to opt-in to viewing video ads
- By the end of 2011, over half of Americans had a smartphone
- 1 in 8 requests to visit a site are mobile
- Almost half of Americans are on their phones or laptops engaged with mobile content while watching TV
- 79% of people with a smartphone use their smartphones to help with shopping
- Mobile queries have grown 500% in the past year
- 1 in 3 smartphone owners prefer using their mobile phone for web browsing or email – even if there’s a PC right next to them!
- 79% of large online advertisers do not have a mobile optimized landing page
- 40% of people turn to a competitor for a mobile experience that gives them a good user experience
- 11% of people yell at their phone if they are on a slow-loading site
- 1 out of every 3 mobile searches has local intent
- Over 50% of searches on Google Maps happen on mobile devices
- There were 18 billion downloads of mobile apps last year.
- By 2015, it is predicted there will be 182 billion downloads of mobile apps
- 15,000 new apps are released every week
- 294 billion emails are sent each day – that’s about 43 emails sent per person in the world
- 90% of email sent out every day is classified as spam
- It’s no longer 6 degrees of separation: you need to be connected to 4.6 people on social media to be connected with the world
- Levi's had 40% growth in Facebook likes by adding individual like buttons to their products on their website
In the next blog post, we’ll discuss what these statistics mean for your B2B company and ways you can implement supporting campaigns.
Are you looking for advice on how to enhance your internet marketing and don’t know where to start? Contact RainCastle for more information.
In the past few months, we've covered basic tutorials on your mobile web design options, concentrating on responsive web design and mobile site design. Lastly, we'll touch upon the Apple-inspired creation of mobile applications, their growing popularity, and whether or not they are right for your business.
According to analytics firm Flurry, in the past year mobile app usage has surpassed web usage in the United States in terms of the number of minutes spent on each platform per day. By December, Americans were spending 94 minutes a day on apps and 72 minutes online (both on mobile and desktops).
The same study found that the most popular and most used apps were gaming or social networking applications (49 and 30 percent, respectively). Entertainment and news followed. Not terribly surprising considering Facebook's domination, Twitter's need for constant involvement, and the phenomenon of Words with Friends and Angry Birds.
These analytics may flip your mobile switch and inspire you to invest in developing an app for your brand. So, how do you know if creating a mobile app is worth your time?
Consider Your Industry and App Purpose
Designing and developing an app can be a lengthy and costly process, so the first step is to ask yourself: what purpose would this app serve? Ecommerce companies will have an easier time with this. An app that makes mobile shopping easier may be a worthwhile investment to boost sales and rid shopping cart abandonment that comes when the checkout process is too lengthy.
Department store bigwig Nordstrom's app has a simple navigation bar at the bottom that allows you to quickly switch between shopping by department or brand and accessing your shopping bag.
This serves a specific mobile shopping function, and promotes conversions by streamlining the buying process. Many other Ecommerce companies utilize the same app layout with quick browsing and check out features, including Gilt Groupe and Sephora.
If your business isn't this straightforward, have a brainstorming session of creative and effective apps that can be developed to increase customer usage, retention, and conversion. A good app can:
- Make the customer pathway easier and leads to more conversions
- Provide something unique to the visitor
- Encourage social sharing and interaction (think of the Foursquare boom)
- Revolutionize a basic mobile element (Instagram changed the way we upload and share photos)
Also, if you're a gamification company or growing social network, then what are you waiting for?
Can B2B Mobile Apps Add Value to the Market?
As always, B2B companies are having a difficult time finding their niches in the mobile market. It's hard to establish immediate value when your business is a little more nuanced. That doesn't mean, however, that there isn't space for B2B brands. In fact, this area of mobile marketing is poised for growth.
Here are some ideas to get you started with a B2B app plan:
- Streamline your content in an app dedicated to industry news, insights, and beneficial content
- Look at the process your customers typically go through and address any needs; is there one question that continually comes up? Create an app that answers common client needs
- Create an event-specific app to promote an important upcoming company conference or trade show
- Create a calculator or other "tool" that your customers can use
- Adapt software to an app (like the Adobe Reader app)
There's always room for creativity in an area like this. What's necessary is a long look at where there are gaps in the market, and how your app can serve those needs or the needs of your customer.
So, any ideas?
When it comes to the future of website design, smart devices (phones and tablets) are quickly becoming top factors in determining design approach. In order to be mobile or tablet optimized, you have a few options at your disposal:
1. A separate website optimized and designed for mobile
2. A responsive website design
3. App development
In October, we took you through five starter tips for mobile website design. These tips cover what to look at when designing a mobile-specific website as an accompanying piece to your current website. Most B2C and ecommerce companies are turning to this strategy because it allows you to condense mobile consumer behavior to a few key steps.
But what if you’re not interested in a separate mobile site? What if you want to maintain the content and design of your desktop website in a clean mobile version? This is where “Responsive Design” comes in (don’t worry, we’ll get to apps in a future post).
What is Responsive Design?
Responsive design is the process of developing your website so that the site can re-format and re-size itself according to the user’s screen resolution. For example, this allows you to design your website in a four-column layout for desktop resolution that will, once it senses a change in screen resolution, change its layout to accommodate the user.
This approach to design caters to tablet and mobile users: it centers on one design (normally, whatever you want to design for your standard website), and simply re-formats the existing content and design elements.
The Boston Globe, a staple in our neck of the woods, recently launched a new responsive website for subscribers with an ad campaign that won an EPpy Award. Originally a three-column layout, the site condenses to two, and then one, moving outer elements below the more important elements in the first column.
Photo courtesy of www.designmodo.com
Responsive design can also be used for email marketing, as RainCastle did for Tapestry Networks to announce the launch of their new website.
Because Tapestry works with many high-level executives who are often checking email on their phones, we designed a simple responsive email that would tailor to their needs.
What Does Responsive Design Depend On?
Responsive design hinges on three important elements:
1. Media queries
2. Flexible layout (fluid grids)
3. Flexible images
With all that responsive design offers in terms of accessibility, it also limits many of the options of a more traditional design. It may require you to choose different images and style elements, as well as page layouts and fluid grids that are more flexible. For instance, you may like the look of a semi-transparent logo behind your H1, but at a smaller resolution size it gets improperly cropped. This is just one style element that becomes a much larger issue when thought out in terms of responsive design.
do Lectures, an online community of forward-thinking lecturers, features video as their prominent feature, so using these elements is possible! Photo courtesy of www.inspirationfeed.com
Responsive design also gives large concentration to what content is most important when it comes to reducing what the user can see. Similar to how you think out what goes in a mobile-only version, with responsive design you need to consider what elements of the page stay on top, versus what content gets pushed down in lower screen resolutions.
Additionally, calculating all of these elements perfectly in proper CSS style so that the site is ultimately responsive makes for an exceptionally complex site in terms of coding, and could limit your ability to make incremental design changes.
Are You Saying That Responsive Design is Not Worth the Hassle?
Absolutely not! Responsive design requires detailed planning and coding, but when done correctly allows for your website to look its best across all platforms. Mobile and tablet visits are only growing, and it’s never too early to consider ways to adapt to these users.
What responsive websites have you seen used effectively? Have you considered re-designing your website to incorporate responsive design?
While content is king in many inbound marketing circles, certain social sharing platforms are rising to the top to be the "next big thing" by catering to a long-held design standard: people respond to visual brand representations.
In addition to content-based social media standards like Facebook, Twitter, and LinkedIn, visual sharing sites Pinterest, Instagram, and Tumblr are becoming increasingly effective in presenting an overall brand online.
Instagram had a banner year in 2011. According to TechCrunch, by March the photo filter site was adding 130,000 registered users per week to its 2.2 million user base. At the same time, users were uploading 3.6 million new photos per week – 6 photos per second.
Instagram as a tool has been used to shoot magazine editorials, by designer Rebecca Minkoff in print advertisements, and by Levi's to crowdsource a modeling competition. In addition, most big brands are using the platform to share information about their company in a creative, personal way. News programs like the Today Show and NBC News post behind-the-scene shots of their newsroom, interesting audience members, and guests.
Time magazine uploads photos of events their covering, breaking news, and high-profile people of interest the magazine covers, including, in the last week, Mitt Romney after his Iowa caucus win. In another interesting piece of news, President Obama was said to have newsjacked the Iowa caucus results by joining Instagram on the same day.
At RainCastle, we like to share photos of our office (including generous gifts of purple highlighters from my coworkers), social work events, and exciting team additions.
Pinterest is the new kid in town in the group, and the week of December 17 had 11 million visits. A repository of images, Pinterest allows you to "pin" or "repin" anything that you find interesting according to separate boards you can create.
Pinterest is a great place to demonstrate interest outside of strictly your products or services. Whole Foods, for example, doesn't pin photos of their stores or a particularly good-looking apple found in a California location, but rather creates boards according to themes involving food: Sweet Tooth (photos and recipes of deserts), How Does Your Garden Grow? (inspirational and beautiful gardens from around the world), and Edible Celebrations (weddings, parties, and festivals that involve inventive meals or treats).
Because these photos don't originate from Pinterest or necessarily the brand at hand, it gives companies the opportunity to interact with bloggers, publications, and other Pinterest users to cumulate content.
It's also a great way to encourage customers to showcase their ideas, how they use your products, or their own visual identities that ultimately gives you greater insight into the mind of the consumer.
Tumblr is essentially a blog, but instead of articles collects images, quotes, memes, gifs (moving images), and other forms of bite-sized media that mainly reflect pop culture. It currently has over 20 million blogs, and as of last July over 13 million unique visitors per month. The platform allows for an enormous amount of expression flexibility in what you want to communicate as a brand.
So it's not surprising that most brands populating Tumblr at the moment are media or fashion companies. The Economist, in particular, takes full advantage of the Tumblr atmosphere to promote small-scale pop culture, news, or human-interest stories, in addition to relevant bite-sized media.
Additionally, Kate Spade in their brand image overhaul over the past few years, has jumped on the Tumblr bandwagon, sharing media that supports their overall "live colorfully" theme and the motto of the Kate Spade woman: "We love colored tights and sparkly heels, festive fêtes and tables for two, we believe in celebrations big and small."
Kate Spade uses the expression at their disposal with Tumblr to assign visual meaning to this brand message.
The Return of Visual Identity
These three sites evolve the initial concept of social media for brands: to build and showcase brand personality in a way that communicates effectively with consumers. These platforms ultimately act as extension's of the brand's website, and work as a system of visual identity, as each site offers different potential.
If you're looking to reach out to customers in a more personal manner, want to expand your visual brand identity, or are interested in monitoring trends in your industry, consider adding these platforms to your collateral.
What have your personal or professional experiences with these sites consisted of?
HTML5 is the current buzzword in the design world; what does it entail? Should we use it? What features can it provide?
HTML5 is the newest version of a standard language for presenting content on the Web, and is revolutionary in its features that simplify the incorporation of:
HTML5 makes content easily readable, and is backwards compatible, meaning your old website designs in previous versions of HTML will work the same. Essentially, the most visually important ramification of HMTL5 is that it will eliminate the need for Flash in video and graphic design aspects. As long as you're using an up-to-date browser once it officially launches, websites that use HTML5 won't require additional plug-ins to view content, making enhanced web browsing a more seamless user experience, no matter what device you use to access the Web.
That's right, no Flash, Silverlight, or Java.
Apple is certainly on this bandwagon, as every new Apple mobile device, Mac, and its Safari web browser supports HTML5 web standards, which are being developed by the World Wide Web Consortium (W3C). Since Apple denounced Flash, all of its iOS devices have been limited to "less heavy" websites. With the introduction of HTML5, tablets and mobile devices will be able to access previously inaccessible Flash-oriented content, such as a video on YouTube. The television industry is also working on ways to use HTML5 for media streaming and home networks.
Who is using it?
Pandora is the latest Internet bigwig to launch its redesign in HTML5 when it introduced "New Pandora" in late September. The personalized Internet radio site traded in Flash for HTML5 for the re-launch.
The Greenhouse, an environmental sustainability company, also has a nice HTML5 design that features graphics, videos, and photos.
Diablo Media uses HTML5 for its one-page website that has scrolling transitions and creative graphics.
Should your website be designed in HTML5?
Resources are already available to test HTML5 compatibility, specifically which browsers support HTML5. However, because not all browsers support it, redesigning your website in HTML5 now is premature. If you're on the line in considering a redesign and specifically want to utilize HTML5, wait a while on pulling the trigger. Consolidate a list of design elements you want to incorporate into a redesign, and use that to guide you. Ask:
1. Are there any elements of my redesign that I need or want HTML5 for specifically?
2. Am I OK with my website not being accessible to all web visitors?
3. Do I just want HTML5 because it seems like the hip new thing?
Maybe that last question isn't necessary, but take a look at what you want to accomplish in your redesign and how it aligns to HTML5 when considering the new language. W3C expects the standard to be final in two years and industry analyst ABI research recently estimated that 2.1 Billion HTML5 browsers will be on mobile devices by 2016.
What do you think of HTML5?