A presentation for the University of California Office of the President. This was designed as a talk to introduce them to the idea of developing a mobile strategy for their website.

1. The Mobile Web for a Mobile Audience
KNIGHT DIGITAL MEDIA CENTER AT UC BERKELEY

2. The outline for this evening’s talk:
• Why is mobile important?
• What kind of mobile presence
should you consider
implementing?
• Some examples of mobile
websites.

3. Study: Mobile Web
will be bigger than
desktop Internet by
2015.
Source: Morgan Stanley, “The Mobile Internet Report” December 15, 2009.

4. Survey: People
would rather
lose wallet than
cellphone
Source: Synovate Mobile June 2009. N=8,000. Counties included Canada, Denmark, France, Malaysia, the
Netherlands, the Philippines, Russia, Singapore, Taiwan, Britain and the United States..

5. 1 in 4 U.S. adults have
apps on their phones

6. ‘The Rise of the Apps Culture’
[Pew Study]
Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4
percentage points.

7. Percent of the total U.S. adult population
Not Cell Phone Users
18%
Cell Phone Users
82%
Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4
percentage points.

8. Percent of the total U.S. adult population
Not Cell Phone Users
18%
Just Cell Phone Users
53%
Cell Phone users w/apps
29%
Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4
percentage points.

9. Percent of the total U.S. adult population
Not Cell Phone Users
18%
W/apps but don’t use
9%
Just Cell Phone Users
53%
Use apps on a regular basis
20%
Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4
percentage points.

10. Percent of U.S. adult population who have apps on their phones
0% 100%
18-29 year-olds 79% 21%
30-49 year-olds
67% 33%
50 and older
50%
50%
Use Apps Don’t Use Apps
Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4
percentage points.

11. Games 60%
News/Weather 52%
Maps/Navigation 51%
Social Networking 47%
Music 43%
Entertainment/Food 34%
Banking 28%
Sports 27%
Productivity 26%
Shopping/Retail 24%
Video/Movies 22%
Communication 21%
Travel/Lifestyle 18%
Other 3%
0% 15% 30% 45% 60%
Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4
percentage points.

12. What kind of mobile presence
should you consider
implementing?

13. The Mobile User Experience Is Miserable
“The phrase ‘mobile usability’ is pretty much an
oxymoron. It's neither easy nor pleasant to use the Web
on mobile devices. Observing user suffering during our
sessions reminded us of the very first usability studies
we did with traditional websites in 1994. It was that bad.
In our mobile studies, the average success rate was 59%
which is admittedly higher than success rates in the
1990s, but substantially lower than the roughly 80%
success rate when testing websites on a regular PC
today.
“Before the study, we had expected to get better results
in London because the UK has a stronger tradition for
mobile services than the US. However, the actual
sessions didn't bear this out: the British sites were just
as bad as the American sites, and users struggled about
as much to get things done.”
Source: Nielsen Norman Group Report: Usability of Mobile Websites: July 20, 2009

15. There are no mouse
rollovers on touch
screen phones.

16. Regular website on a mobile device Mobile formatted site

17. Will people really be
visiting my site on a
mobile device?

18. People aren’t using mobile devices for searching as much*
http://bit.ly/bMCmic

19. CONSIDERATIONS FOR A
MOBILE SITE
• What is the most essential content I should offer?
• What has the most utility?
• What could be practical for a person on-the-go?
• What additional services could I offer? (and should I?)
• Remember: Less is more.

20. What parts
of my site
should I put
in a mobile
application?

21. 1. Always include a link to get back
to the standard desktop page.
2. If you use auto-detection for
mobile sites, make sure links to
inside pages redirect to the mobile
version of those inside pages.
Example:
http://www.universityofcalifornia.edu/news/article/
24143
Should redirect to:
http://m.universityofcalifornia.edu/news/article/24143

22. Mobile Apps vs. Mobile Websites

23. App from the appstore Mobile formatted site

24. MOBILE WEBSITE BUILDING AN APP
No need to download an app. User must download the app first.
Internet required Offline mode (in most cases)
Not as marketable. Bragging rights.
Limited functionality. APIs (event notifications, etc.)
In most cases, cheaper. Usually more expensive.

25. COST FOR MOBILE APPS
Very basic template app: $1,000
Basic iPhone apps ~ $10,000
Mid-range apps (simple games, utilities) ~ $10,000 - $50,000
Complex apps (advanced games, photo, AR) ~ $100,000

26. Smartphone U.S. Market Share Total apps downloaded
RIM (Blackberry)
4%
Palm
Palm
Google 1%
Microsoft
5%
18%
14%
RIM (Blackberry)
Google 42%
12%
Apple Apple
26% 78%
Source: comScore MobiLens : Top Smartphone Platforms 3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010 Total
U.S. Smartphone Subscribers Ages 13+

27. Examples
Vanderbilt University built
three apps and a mobile
website.

28. Mobile website Mobile application
West Virgina
University’s
mobile
website looks
almost like a
native
application,
but requires a
persistent
internet
connection.

29. University of
Tampa built
apps for
iPhone,
Android and
Blackberry.

30. Mobile website Desktop website (on mobile)

31. Mobile website Desktop website (on mobile)
University of
Evansville
built a custom
campus map
that is ‘fun’ to
use for
people finding
directions
around
campus.

32. Mobile website Desktop website (on mobile)
MIT has GPS
units installed
on shuttle
buses so using
their iPhone
app, you can
see exactly
how long a
shuttle bus
will take to
reach your
location.