Latest Videos

Step on to the Factory floor

Jetwave_video

The Factorydesign studio in London is famous for projects such as the Etihad A380 Residence and the Four Seasons jet experience. Join BBC on a tour of the studios where you can see the team in action – and a few prototypes too

04 October, 2017


JetWave on a jetplane

Jetwave_video

Curious to see how Lufthansa installs Honeywell’s JetWave wi-fi hardware systems on its A320s? Take a two-minute break and you can find out!

26 September, 2017


Visit Our YouTube Channel

Read Latest Issue

Three redesigned first class suites are due to be revealed imminently. Which do you think will be the
most impressive?

Supplier Spotlight

Join our
LinkedIn Group


Industry Opinion

« back to blog listings

The mobile web is broken

On October 7, 2015 accelerated mobile pages (AMP) arrived from Google, supported by some of the most prestigious names in publishing and technology. Google’s introductory blog states, “Publishers around the world use the mobile web to reach these readers, but the experience can often leave a lot to be desired. Every time a webpage takes too long to load, they lose a reader – and the opportunity to earn revenue”. Brands like the BBC, The Guardian, The Wall Street Journal, Twitter, LinkedIn and Wordpress are all involved with AMP.

What this statement implies, supported by the authoritative voices in publishing and technology, is that the mobile web is broken from a revenue perspective. While mobile web usage continues to grow, its significance as a revenue stream is diminished by poor user experience.

This is a significant wake up call. The companies mentioned have a profit incentive to make the mobile web work. It is reasonable to assume they have already deployed the best technology, the best brains, the fastest service providers, the right web standards and designs. The arrival of AMP tells us all of this was not good enough.

This statement also implies mobile network operators and handset vendors have failed. Again it is reasonable to assume such companies have already deployed the fastest mobile technology available. It was not good enough, so we need AMP to make the mobile web work.

How did this happen?
Five years earlier Ethan Marcotte coined the phrase “responsive web design”. Many web professionals embraced the new approach and sold their business colleagues and customers on the benefits. Fortunes were invested following this new fashion, throwing away the old to replace it with the new responsive web site which supposedly worked on any device. When measured by revenue it is now acknowledged this didn’t work.

The BBC is one example of a web site that made the move. In March 2015 the news division adopted a new responsive website for all devices. Reasons for the change included maintaining a “single codebase”. The BBC now acknowledges moving to AMP will mean “pages on mobiles will load much quicker” and it looks like the BBC is rethinking its approach to mobile.

AMP pages must be maintained, requiring a new set of skills in addition to existing responsive techniques. Some existing techniques and their philosophies behind them look set to be un-learned.

As things stand AMP is targeted specifically and only at static pages. Businesses with dynamic or personalized websites, such as an airline or retailer, which suffer the same revenue problems acknowledged by Google must seek other solutions. Rather than lost advertising or subscriber revenue, they miss out on sales.

Device detection, where the website adapts to the characteristics of the accessing device is a popular solution used by many forward-thinking companies to improve on responsive techniques. Proper device detection designed in this decade for the modern web is fast, accurate, improves productivity, fits seamlessly into existing website infrastructure, complements standards, and most importantly is proven to deliver revenue benefits. Device detection intelligence plays nicely with AMP components, making AMP better for those that choose to use it. Accurate device detection needs to be maintained by a professional organization and isn’t the same as “browser sniffing”, which rightly has attracted criticism for inaccuracy and fragility.

Whatever happens next there is no denying that the need for AMP proves the 'one responsive web page for all devices' doctrine of the last five years didn’t work when measured from a revenue perspective.

James Roswell is CEO of device detection company, 51Degrees.

 

 

 

 

 

 

 

 

15 January 2016

Comments:

There are currently no comments.

If you would like to post a comment about this blog, please click here.
Read Latest Issue

Read Latest Issue

Web Exclusives

Airbus is consolidating cabin design and the passenger experience across its model range with the Airspace brand, which may just gain airlines a few more ‘likes’ on social media
Click here to read more

The Desire Lines concept has been conceived to shape a new future for the aerospace industry – and for Zodiac Aerospace
Click here to read more

The SportJet isn’t just another concept: this airborne sports clinic is part of Sukhoi’s strategy to boost sales of the SuperJet 100 regional aircraft, and it is ready for team orders
Click here to read more

Could a freighter hold the secret to the next-generation passenger experience? A3, an Airbus outpost in California, believes that with its Transpose concept, it does. Let’s give Transpose a closer look – and a reality check
Click here to read more

A major air disaster with low loss of life – 2013's Asiana 214 crash offers lessons in what went right and what went wrong inside the passenger cabin
Click here to read more


Supplier Spotlight

Supplier SpotlightClick here for listings and information on leading suppliers covering all aspects of the aircraft interiors industry. Want to see your company included? Contact simon.hughes@ukimediaevents.com for more details.

فروشگاه اینترنتی فروشگاه اینترنتی سیستم همکاری در فروش ماهواره جیبی اندروید کانال تلگرام چت روم ماهواره آنلاین اندروید دانلود فیلم فروشگظ;ه اینترنتی

Submit your industry opinion

Industry BlogDo you have an opinion you'd like to share with the aircraft interiors community? Good or bad, we'd like to hear your views and opinions on the leading issues shaping the industry. Share your comments by sending up to 500 words to adam.gavine@ukimediaevents.com

Submit Your Recruitment Ad

Recruitment AdTo send us your recruitment advertising or to receive information on placing a banner please email simon.hughes@ukimediaevents.com