Trilibis officials said the company’s Software eNabling One Web (SNOW) technology will enable TeamSite-powered Websites to be device-aware and optimized for any mobile device, tablet or desktop browser.
HP TeamSite helps marketers deliver more engaging customer experiences across email, mobile, and social media touch points. SNOW server-side page optimization enables HP TeamSite to support device detection and automatic device-specific rendering of Web pages for more than 4,000 devices, Trilibis said. The new mobility functionality means marketers that use HP TeamSite can now extend Web experiences to a wide range of mobile devices and boost engagement with an increasingly mobile audience.
“SNOW is perfect for web content management systems such as HP TeamSite because it offloads all mobile device detection and content optimization processing to the server, enabling TeamSite customers to expand the reach of their websites to a wide range of mobile devices in different geographical markets,” said Ted Verani, senior vice president of sales and marketing at Trilibis, in a statement. “Our technology ensures optimized content presentation on an ever-growing number of devices and platforms.”
Trilibis SNOW moves device optimization to the Web server. To enable device-specific experiences and layout, TeamSite developers can add HTML5-compliant SNOW tags to TeamSite components and pages within TeamSite. These tags specify if and how content, page layout, and styling should be displayed on a given device, OS, or browser.
“Ensuring optimal presentation of web content on the widest possible variety of mobile devices was a major priority for us,” said Gabriele Di Piazza, vice president of marketing for Marketing Optimization at HP Autonomy, in a statement. “With Trilibis’ SNOW technology incorporated into TeamSite, customers can rapidly build compelling and relevant mobile experiences.”
When a desktop or mobile browser requests a Web page, the SNOW-enabled Web server post-processes the HTML and CSS code according to device-designating tags, serving only the code appropriate for the requesting device. This significantly reduces the payload sent to the target browser and improves page-load performance—a key metric for mobile marketers, Verani said. TeamSite Web developers are also able to control site features and layout to deliver a differentiated experience for mobile users.
SNOW leverages existing Web assets, code and backend integration points to shorten the time to market for Websites. It also enables developers to specify the user experience by adjusting features, content or layout for target devices.
Websites developed with SNOW are founded on a single codebase, promote proper URL structure by not requiring “m-dot” domains, automatically adjust their layout and user experience to different devices, and optimize load times for bandwidth-constrained smartphones and tablets, the company said.
HP, Trilibis Partner On TeamSite Mobility Effort
Trilibis officials said SNOW was recently used to fast-track a Website for Latin American TV channel BBC Entertainment. David Hanono, digital business development director for BBC Worldwide Latin America & U.S. Hispanic, led a project to deploy a One Web solution so that viewers of the popular British TV show Top Gear, on its original UK version, were able to participate in a trivia contest, watch exclusive videos, and connect with the show’s social media platforms; all in relation to the promotion of the launch of Top Gear Week Special and Top Gear’s 20th season.
“We commissioned to Trilibis the development of a web solution for Concurso Top Gear Week (Top Gear Week Contest) during the month of August 2013,” Hanono said, in a statement. “The objective was to deliver a multi-device web solution, which was made available for desktop browsers, smart phones and tablets. It was achieved in record three-week time, which enabled us to commit to a fast turnaround to market with the confidence of knowing that our viewers would be able to enhance their viewing experience, and certainly enjoy their participation through multiple devices.”
Meanwhile, Chicago-based Rewards Network needed to ensure an optimum experience for mobile visitors to its iDine.com Website and it turned to SNOW. The network’s SNOW-powered Website automatically detects which type of tablet or smartphone is being used to access the site, and delivers the optimum layout for that device, Verani said.
“The launch of SNOW has had a substantial impact on visitor engagement,” said Kara Walsh, chief marketing officer at Rewards Network, in a statement. “We quickly saw our bounce rate drop by more than 50 percent, and a resulting uplift in member enrollment.”
Trilibis works on the concept of providing “One Web.” According to the World Wide Web Consortium (W3C), “One Web means making, as far as is reasonable, the same information and services available to users irrespective of the device they are using. However, it does not mean that exactly the same information is available in exactly the same representation across all devices. The context of mobile use, device capability variations, bandwidth issues and mobile network capabilities all affect the representation.”
Adobe attempted to capitalize on a One Web related approach with the launch of its Open Screen Project in 2008. The Open Screen Project aimed at enabling a consistent runtime environment—taking advantage of Adobe Flash Player and Adobe AIR—to remove barriers for developers and designers as they publish content and applications across desktops and devices, including phones, mobile Internet devices (MIDs), and set top boxes.