SSP  Fall Meeting Mobile Gunter Nov 2011
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SSP Fall Meeting Mobile Gunter Nov 2011

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Overview of the mobile industry and STM publishing

Overview of the mobile industry and STM publishing

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    SSP  Fall Meeting Mobile Gunter Nov 2011 SSP Fall Meeting Mobile Gunter Nov 2011 Presentation Transcript

    • Content  and  Apps  for  Mobile  Devices:   Engaging  Users  in  the  Mobile   Experience     Darrell  W.  Gunter   President  &  CEO   November  8,  2011  
    • Agenda  •  Your  view  on  mobile  apps…  •  Some  key  stats  •  The  STM  consumer  &  publisher  •  Highways  to  your  content  •  Best  pracNces  •  GeOng  started  
    • 3   Some  Key  QuesNons?  •  How  many  of  you  have  a  smart  phone  device?  •  How  many  of  you  in  the  audience  have  an   iPad  or  similar  device?      •  How  many  of  you  have  a  mobile  applicaNon  in   place  now?  •  How  many  of  you  will  have  a  mobile   applicaNon  for  next  year?  
    • Gartner:  The  Top  Ten  Apps  Source:  Gartner    hWp://bit.ly/kLTy5s  
    •                    Gartner  Top  10  Mobile  Apps  for  2012  #1    Money  Transfer  #2    LocaNon-­‐Based  Services  #3    Mobile  Search  #4    Mobile  Browsing  #5    Mobile  Health  Monitoring  #6    Mobile  Payment  #7    Near  Field    CommunicaNon  Services  #8    Mobile  AdverNsing  #9    Mobile  Instant  Messaging  #10  Mobile  Music    Source:  Gartner    hWp://bit.ly/kLTy5s  
    • 7   Key  2011  Global  Mobile  Stats  •  6,915,782,324        World  PopulaNon    •  5.3  Billion        Mobile  SubscripNons   –  747.4  MM        China   –  525.2  MM        India   –  292.8  MM        USA  •  1,388.2  Billion  up  18.5%  Global  Shipments  of   mobile  devices  •  302.6  MM  up  74.4%      Smart  Phones    Source:  mobiThinking  hWp://bit.ly/m7O0Mq  
    • 8   Key  2011  Global  Mobile  Stats  •  Both  Gartner  and  IDC  both  agree  that  the  Android   OperaNng  System  will  represent  approximately  38%  of   the  projected  approximate  450  million  unit  sales  •  Almost  1  in  5  mobile  users  have  access  to  fast  mobile   services  (3G  or  beWer)  •  US  has  overtaken  Western  Europe  in  unlimited  data  plan    Source:  mobiThinking  hWp://bit.ly/m7O0Mq  
    • 9   Mobile  Behavior  In  US,  Europe  &  Japan  Mobile  behavior  in  United  States,  EU5  (UK,  Germany,  France,  Spain  and  Italy)  and  Japan  –  October,  November,  December  2010  Percent  of  total  mobile  audience  (Age  13+)                        United  States  Europe  Japan    Used  connected  media    (browser,  app  or  download)  46.7%  41.1%  76.8%    Used  browser    36.4%  28.8%  55.4%    Used  applicaNon    34.4%  28.0%  53.3%    Used  messaging          Sent  text  message  68.0%  82.7%  41.6%    Instant  messaging    17.2%  14.2%  3.6%    Email    30.5%  22.2%  57.1%    Accessed  entertainment/social  media          Took  photos    52.4%  57.5%  62.9%    Social  networking  or  blog  24.7%  18.0%  19.3%    Played  games    23.2%  25.3%  16.3%    Recorded  video    20.2%  26.1%  15.8%    Listened  to  music    15.7%  25.0%  12.9%    Watched  TV  and/or  video  5.6%  5.7%  22.8%    Accessed  financial  services          Bank  accounts    11.4%  8.0%  7.0%    Financial  news  or  stock  quotes  10.2%  8.0%  16.5%    Accessed  news,  sports,  weather,  search,  retail,  travel,  reference          News  and  informa8on  39.5%  32.2%  57.6%    Weather  reports    25.2%  16.4%  34.7%    Search      21.4%  14.9%  31.5%    Maps      17.8%  13.0%  17.1%    Sports  news    15.8%  12.0%  18.2%    Restaurant  info    10.0%  6.5%  9.7%    Traffic  reports    8.4%  7.4%  14.0%    Classifieds      7.3%  4.8%  3.6%    Retail  site      6.5%  5.2%  8.5%    Travel  service    4.4%  4.6%  2.9%    Source:  comScore  MobiLens  (Feb  2011)    via:  mobiThinking      
    • Smart  Phone  Stats  •  Nielsen   –  31%  of  US  mobile  phone  have  smart  phone   –  eMarketer  predicts  smartphone  ownership  43%  of  US   populaNon  by  2015  •  Gartner   –  smartphones  19%  of  1.6  billion  sold   –  Growth  67  to  95  million  in  2011,  highest  CED  sales  •  The  CODA  Research  Consultancy   –  Predict  global  smartphone  sales  of  some  2.5  billion   2010-­‐2015   –  Mobile  Internet  use  via  smartphones  will  increase  50  fold  
    • 11   Mobile  Apps  Stats  Change  in  price  of  a  download  app  over  12  months,  2010  according  to  Dismo              App  store        Apple  Blackberry    Ovi  (Nokia)  Android    #  of  apps        300K                18K      130K      25K    Price  change        All  apps      -­‐12    -­‐24      +1      -­‐29    Top  100  apps    -­‐19    -­‐24      -­‐9      -­‐61    Source:  The  Dismo  report  (January  2011)        via:  mobiThinking      
    • STM  Products  and  Processes   Journals   Archives   Books  Membership   Services   Databases   Publisher Connuing   Workflows   Educaon   Peer   Conferences   Review  
    • Consumer/  Producer  Process   Publication of results Researcher in peer reviewed STM journal Presenting results in varoius conferences/ Funding throughPublishing of proceedings an STM society Participation in Consuming literature various conferences and STM products Participation in the publishing process as a peer reviewer
    • The  STM  Consumer   Consumer & reader Peer reviewer Author of a Participant & book speaker at conferencesAuthor of Taking journal advantage of articles continuous education Member of a STM Receiving Member of an society research editorial board funding
    • The  Holy  Grail!  Get  the  author  to  the  PDF    ASAP!  
    • What  Highways  Are  You  Building  To  Your  PDFs?  
    • One  Very  Powerful  Applicaon  
    • And  what  about  SmartTV?  
    • dotMobi  and  AKQA  Mobile  Survey  •  90% of 2,000 respondents now interested in learning about the mobile web•  50% respondents were unaware that there are mobile sites optimized for use on mobile phones and the vast majority –•  86% of participants - said they were interested in knowing which sites are easily accessible on a mobile phone•  50% respondents poor experience = "reluctant to access" either the site - or the Internet in general - on their mobile phones again.•  2% participants survey who purchased a phone in the past six months chose an iPhone.•  Poor site display and layout remain top reasons for mobile Web dissatisfaction•  2/3 participants stated that they would consider purchasing theater tickets, take-out food and travel tickets via a mobile phone.•  Finally, 63 percent of survey respondents said they would be more likely to give up their money than their mobile "smart phone" if they were mugged.Source http://mobithinking.com/best-practices/mobile-internet-usage-attitudes-study
    • Best  Pracces  •  Mobile Web User Requirements are Different•  Mobile Search Engine Behaviors are Different•  Mobile Web User Activity is Different•  Building Your Mobile Site for SEO is DifferentSource: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices
    • Best  Pracces  •  The three basic rules for mobile user experience: –  1.  test   –  2.  test   –  3.  test  again  •  Most mobile phones will struggle or fail to render (display) a desktop-oriented Website.•  Even on smartphones, most sites will give a much better user experience if the content is adapted to the device•  No matter how great a mobile device is, Web surfing can only ever be as good as the performance of the mobile network•  Consider the world’s top 25 sites rated by http://www.alexa.com/topsitesSource: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices
    • 22   What  Does  It  All  Mean?  •  To  be  relevant,  you  must  have  a  mobile   strategy  •  Mobile  is  another  driver  to  your  PDFs!  •  Be  agile,  consider  HTML  5  •  Choose  wisely  
    • Thank  You!  Darrell  W.  Gunter  President  &  CEO  d.gunter@guntermediagroup.com  +1.973.454.3475