8 Mobile Terms You Need to Know for 2015

8 MOBILE
TERMS
YOU NEED TO
KNOW FOR
2015

1 MOBILE
SPECIFIC
MOBILE SPECIFIC
[mōbəl spəˈsifik]
Mobile users have fundamentally different needs than do
desktop users. ‘Mobile Specific’ is the subset of robust
functionality created to address the user context and reliance
now imposed upon the mobile device.
Examples: geolocation for store locator, barcode scanning
for product search, mobile-optimized checkout flow, photo
uploading and mobile payments.

2 iBEACONS
iBeacons
[i-bēkəns]
iBeacons are a Bluetooth-based extension of Location
Services that allow user proximity to be determined and
notifications to be sent. The beacon technology is built into
Apple devices running the iOS7 operating system.
Example: Notifications at airports about delays or contactless
(POS) checkout at retail stores.

THE STATS
Use of iBeacons by marketers
is expected to double in 2015.
18%  36%
36%
28%
18%
17%
Reference: Adobe Digital Index 2014
Use of iBeacons by marketers

3 DEEP LINKING
Deep Linking
[dēp liNGkiNG]
Deep linking allows developers to link to specific views or
pages within an app. And these links can come from either
another app or from the mobile web.
Links from within the mobile web have significant implications
for SEO.
Examples: connecting with search results or ads

LINKING TO SEO
Before:
Prior to the launch of Google’s
App Indexing feature, mobile
search results only displayed the
general link to an app but not to
specific content within the app.
Now:
If you search “Mountain View
home listings” for example, you’ll
see the direct link for those
listings within the Trulia app.
SEO:
Deeplinking allows Google’s
search engine to surface apps’
most relevant content.

UNBUNDLING
Deep linking also allows for the “unbundling” of apps.
Via deep links, popular apps such as Facebook are able to take a popular
feature such as messaging and create a separate app around that feature
while allowing users to navigate seamlessly between the two apps.

4 TTFB
Time To First Byte
[tīm tü fərst bīt]
Time to First Byte (TTFB) is a measurement that captures
how long it takes after the client sends an HTTP request to
the first byte of the page being received by the browser.
Comprised of 3 components: time it takes to send a request to
the web server; amount of time the web server then takes to
process the request and generate a response; time to send
the first byte of that response back to the browser.

LEADERS ARE
FAST
Correlative evidence
between decreasing
search rank and
increasing time to first
byte
Reference: Moz Speed Research

THE COMPONENTS
1. The time it takes for your request to propagate; network 
web server
2. The time it takes for the web server to process the request
 generate the response
3. The time it takes for the response to propagate back;
network  browser
Reference: Moz Speed Research
You want sum of times:
1 + 2 + 3 = 300 – 500ms

5 TTI
Time to Interact
[tīm tü fərst in-tər-ˈakt]
Time to Interact (TTI) is key for the perceived page load time
and thus your site’s ability to provide a good user experience.
As opposed to the Time to First Byte, which is when the user
first perceives the mobile experience to start loading on their
device, the Time to Interact marks the time when the user can
begin to interact with elements of the page, for example
search fields.

BEST PRACTICES
• Loading the above-the-fold content first
• Loading the interactive elements of the page as quickly as
possible
• Compressing images and minifying code so the page loads
faster
• Leveraging Content Delivery Networks as we mentioned in Time
to First Byte
• Deferring the loading of third party scripts related to things like
analytics or social sharing

6 BLOCKING JS
Blocking JavaScript
[bläkiNG jävəskript]
Blocking JavaScript is JavaScript that interferes with the
loading of above-the-fold content of your page, making it
slower to load. Pages with blocking JavaScripts are penalized
in Google search results because it adversely affects a page’s
performance.
Example: jQuery plugins, image carousels, libraries

SITE
PERFORMANCE
Go check for yourself!https://developers.google.com/speed/pagespeed/insights/

7 USER CENTRIC
User Centric
[yo͞ ozər sentrik]
When people talk about optimizing for mobile, they frequently
think only of optimizing the UI. In the case of Responsive Web
Design (RWD) for example, you are optimizing the UI via
CSS. But the UX is the same across different devices
because you’re delivering the same HTML code, and
therefore same layout, to each device.

BUILDING BLOCKS
Historical Desktop Approach Moovweb Approach

17% MARKET DELIVERING
OPTIMIZED EXPERIENCES
36%
47%
17%
None
Optimized UI
Optimized Experience
Top 100k Websites by Traffic

8 APS & APIS
Synthetic APIs
[sinˈThedik a-p-i]
Developing an API for a fully native enterprise app can be
more costly than producing the app itself. One technique that
Moovweb customers can use to avoid the significant
expenditure of time and money to build out an API
infrastructure is to use a synthetic API. It works by converting
the desktop HTML into JSON or XML that creates a feed or
synthetic API that can be fed into the native UI interface of an
app.

HEAVY ON HYBRID
Even Apple is Hybrid. Check out the AppStore (iOS)!

8
MOBILE
TERMS
YOU NEED
TO KNOW
Mobile Specific
iBeacons
Deep Linking
Time to First Byte
Time to Interact
Blocking JavaScript
User Centric
Synthetic APIs

8 Mobile Terms You Need to Know for 2015

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