BBC Latin America passes over responsive design for device-specific site
October 16, 2013
Top Gear's mobile site
BBC Entertainment Latin America decided to use a new Web site solution for its show Top Gear’s mobile site to reach viewers on whatever device they use.
San Mateo-based Trilibis designed its new Software enabling One Web platform to achieve a similar goal as responsive design in that it takes content and optimizes it for different platforms, but SNOW promises to lessen page load time by making sites not just screen-size aware but also device aware. With SNOW, BBC Latin American was able to create one microsite that would be optimized for different devices.
“Like all companies and especially for the BBC, we need to make sure we reach the audience on all platforms,” said David Hanono, director of digital business development at BBC Worldwide Latin America and U.S. Hispanic, Coral Gables, FL.
“We needed a one code environment and not multiple sites,” he said.
“[The mobile site] makes the look and feel similar to an online experience which keeps the experience even.”
Top Gear execution
Mr. Hanono wanted to create a site for BBC Latin America’s TV show Top Gear but did not want to invest the time required to create three different sites on mobile, tablet and PC.
With the help of Trilibis’s design, BBC Latin America was able to quickly create one site that would work on any device. The site was rolled out in three weeks.
The Top Gear site allows viewers to participate in a trivia contest, watch exclusive videos and connect with the show’s social media platforms. The site was rolled out for the launch of the Top Gear Week Special - Concurso Top Gear Week - and Top Gear 20th season.
Chicago-based Rewards Network also leveraged the SNOW design for its idine.com Web site. After it redesigned the site the bounce rate dropped by 50 percent, and member enrollment increased.
Idine.com's mobile site
One Web solution
SNOW is an HTML5-compliant server-side software that develops one code base and does not require an “m-dot” domain. It automatically adjusts to a device and optimizes load times.
Responsive design relies on the browser, so it can take a long time for pages to load. SNOW promises quick load times by moving device optimization to the Web server.
Both the Top Gear and Rewards Network site load in less than a second, which is Google’s recommended load time.
Trilibis maintains a quick load time by adding lightweight HTML5-compliant SNOW tags to a Web site’s HTML, CSS or UI template code. When a mobile browser requests a Web page, the SNOW-powered Web server post-processes the HTML and CSS code according to these device-designating tags, serving only the code appropriate for the specific device.
Additionally, developers can control site features and layout for a mobile-optimized experience.
For example, many sites take longer to load on mobile devices because of image sizes, but SNOW will ensure that the appropriate sized image is included to decrease to load time.
“When you’re a media side retailer brand who might have image heavy content or you want a richer experience, you need to be able to have some server side technology that can optimize that content for devices, whereas responsive is more one-size-fits-all, it’s just based on the screen of the device not the device itself,” said Ted Verani, senior vice president of sales & marketing at Trilibis, San Mateo, CA.
“We’re now able to optimize both the experience and the content served to that device,” he said. “It’ll load faster.”
“The reality is today’s consumers expect sites on their smartphone to load as fast as on a PC. As much as you can let the server do the heavy lifting it’s better for delivering a faster, better performance. Otherwise if you send a heavier page, its slower to load because of the network but also the browser has to process sometimes a larger image than it necessarily needs. We send only the right images to that device.”
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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