Uncle Sam Wants You (To Optimize Your Content For Mobile)

There is no reason for any individual to have a computer in his home. —Ken Olsen, CEO of Digital Equipment Corp.

There is no reason anyonewill need to do that on mobile. —Your company, probably

DISRUPTIVE INNOVATION

“ In industry after industry, the new technologies that had brought the big, established companies to their knees weren’t better or more advanced — they were actually worse. The new products were low-end, dumb, shoddy, and in almost every way inferior.

DISK DRIVES

RADIOS

PRINTERS

PHOTOGRAPHY

PERSONAL COMPUTERS

THE DIGITAL DIVIDE

20% OF AMERICANS HAVE NO INTERNET ACCESS AT ALL.35% HAVE NO INTERNET ACCESS AT HOME.

29% OF BLACK AMERICANS HAVE NO INTERNET ACCESS.51% ACCESS AT HOME. HAVE NO BROADBAND

32% OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS.49% ACCESS AT HOME. HAVE NO BROADBAND

OF AMERICANS WHO MAKE38% LESS THAN $30,000 PER YEAR HAVE NO INTERNET ACCESS.59% HAVE NO BROADBAND ACCESS AT HOME.

46% OF AMERICANS WITH A DISABILITY HAVE NO INTERNET ACCESS.59% HAVE NO BROADBAND ACCESS AT HOME.

57% OF AMERICANS WITH NO HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS.88% HAVE NO BROADBAND ACCESS AT HOME.

MOBILE OWNERSHIP 85% 88% 2009 2012 2009 2012

MOBILE OWNERSHIP MOBILE INTERNET USE 85% 88% 55% 31% 2009 2012 2009 2012

SMARTPHONE ADOPTION 45.6 42.7 32.7 55.3 54.4 57.3 67.3 44.7 White Black Hispanic Asian SMARTPHONES FEATURE PHONES

THE “MOBILE MOSTLY” USER

55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES

55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 31% OF ALL AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES

55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 39% OF NO-COLLEGE AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES

55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 43% OF LOW-INCOME AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES

55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 42% OF HISPANIC AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES

55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 51% OF BLACK AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES

Mobile was the final frontier in theaccess revolution. It has erased thedigital divide. A mobile device is the internet for many people. — Susannah Fox, Pew Research

united club membership

THE AMERICAN REVOLUTION(NOW AVAILABLE ON MOBILE)

Americans deserve agovernment that works for them anytime, anywhere, and on any device.

DIGITAL GOVERNMENT:BUILDING A 21 STCENTURY PLATFORMTO BETTER SERVE THEAMERICAN PEOPLEMAY 23, 2012

The Federal Government mustalso focus on the fundamentals of customer-centric design.

1.Conduct research to understand the customer’s business, needs, and desires

1.Conduct research to understand the customer’s business, needs, and desires2.Make content more available and accessible through multiple, device-

1.Conduct research to understand the customer’s business, needs, and desires2.Make content more available and accessible through multiple, device-3.Make content more accurate and understandable by maintaining plain language and content freshness

1.Conduct research to understand the customer’s business, needs, and desires2.Make content more available and accessible through multiple, device-3.Make content more accurate and understandable by maintaining plain language and content freshness4.Offer easy paths for feedback to ensure we continually improve service delivery

RESEARCH + PLANNING2.Make content more available and accessible through multiple, device-3.Make content more accurate and understandable by maintaining plain language and content freshness4.Offer easy paths for feedback to ensure we continually improve service delivery

RESEARCH + PLANNINGADAPTIVE CONTENT3.Make content more accurate and understandable by maintaining plain language and content freshness4.Offer easy paths for feedback to ensure we continually improve service delivery

RESEARCH + PLANNINGADAPTIVE CONTENTWRITING + EDITING4.Offer easy paths for feedback to ensure we continually improve service delivery

RESEARCH + PLANNINGADAPTIVE CONTENTWRITING + EDITINGMOBILE GOVERNANCE

US GOV MOBILE ROADMAP

US GOV MOBILE ROADMAPWITHIN THREE MONTHS:Engage with customers to identify thehighest priority services to optimize formobile.

US GOV MOBILE ROADMAPWITHIN THREE MONTHS:Engage with customers to identify thehighest priority services to optimize formobile.WITHIN ONE YEAR:Make two key services available on mobile

US GOV MOBILE ROADMAPWITHIN THREE MONTHS:Engage with customers to identify thehighest priority services to optimize formobile.WITHIN ONE YEAR:Make two key services available on mobileWHEN PRACTICAL:Publish a plan for improving additional

BABY STEPS VS. LONG TERM

The biggest thing is, you have tohave a content strategy in place. Youhave to know the end state you want. — Gerard Gober, Comcast

Adaptive content is flexible, so it can adapt to different screen sizes and can be presented in differentformats as appropriate for the device.

MANAGE STRUCTUREDCONTENT

We need to treat all content as data, turning any unstructured contentinto structured data, then ensure allstructured data are associated with valid metadata.

43% OF FEDERAL AGENCIES DO NOT USE A CMS TO PUBLISH ONLINE CONTENT.

CHUNKS, NOT BLOBS

CREATE PRESENTATION-INDEPENDENT CONTENT

Rather than thinking primarily about the final presentation—publishing web pages, mobile applications, or brochures— government agencies need to take an “information- centric” approach.

These three layersPRESENTATION LAYER separate information Websites + Apps creation from information presentation— PLATFORM LAYER allowing us to create Systems + APIs content and data once, and then use it in different ways. In effect, this modelINFORMATION LAYER Data + Content represents a fundamental shift from the way our

TREAT CONTENT AS A SERVICE

“ Providing information through web APIs helps us architect for interoperability and openness, and makes data assets freely available for use within agencies, between agencies, in the private sector, or by citizens.

Just look at how the government’s release of GPS and weather data fueled billion dollar industries.

CONTENTPROVIDERSMUSICPARTNERS NPR, Open Content and API’s, O’Reilly Oscon 60

Federal agencies are required towrite all new publications, forms andpublicly distributed documents in a “clear, concise, well-organized” manner.

MOBILE IS A CATALYST

GREAT CONTENT TRANSCENDSPLATFORM

We felt it was a life-savingimperative to have all of our content on mobile. — David Balcom, American Cancer Society

It’s not that it was designed andwritten for mobile, its just good content. — David Balcom, American Cancer Society

DEVELOP MOBILE GOVERNANCE

PEOPLE + PROCESS

CONTINUOUS MEASUREMENTAND IMPROVEMENT

“ We now have an opportunity to break free from the inefficient, costly, and fragmented practices of the past, build a sound governance structure for digital services, and do mobile “right” from the beginning.

YOU DONT GET TO DECIDEWHICH DEVICE PEOPLE USE TOACCESS YOUR CONTENT.THEY DO.

There’s no wrong door foraccessing government services. — Federal CIO Steven VanRoekel

DISRUPTIVE TECHNOLOGIESEVENTUALLY GET GOOD.OR THEY REDEFINE WHATGOOD IS.

Ultimately, this strategy aims to be disruptive. It provides a platform tofundamentally shift how governmentconnects with, and provides services to, the American people. — Federal CIO Steven VanRoekel

DO MOBILE RIGHT.RIGHT FROM THE START.

I want us to ask ourselves everyday, how are weusing technology to make a real difference in people’s lives?

COMING THISFALL!

THANK YOU@karenmcgra

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Uncle Sam Wants You (To Optimize Your Content For Mobile)

by Karen McGrane on Sep 25, 2012

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