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Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
Mlibraries 3 workshop the role of mobile in research & teaching March 2011
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Mlibraries 3 workshop the role of mobile in research & teaching March 2011

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Evolving content delivery for mobile l …

Evolving content delivery for mobile l
Presented by Stephen Cawley, Academic Segment Marketing, Elsevier

Published in: Education
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  • 1. The Role of Mobile in Research& Teaching Presented by: Stephen Cawley, Academic Segment Marketing, Elsevier Date: March 7th 2011
  • 2. AGENDA•Mobile platform growth•Responding to the researcher workflow•Elsevier mobile product map•Some concepts to consider 2
  • 3. MOBILE APP DOWNLOADS TO GROW NINE- FOLD IN 4 YEARS Cumulative 2008 2009 2010 2011 2012 2013 2014 Downloads 2008-14Free 429 2,175 6,971 14,333 26,083 42,343 66,435 158,780downloadsCharged-for 76 325 1,182 3,362 5,154 6,893 9,665 26,647downloadsTotal 505 2,500 8,154 17,696 31,237 49,235 76,100 185,427downloadsGrowth % 395% 226% 117% 77% 58% 55%Source: Gartner 2010 3
  • 4. MOBILE INTERNET ADOPTION IS EXPLODINGComputing Growth drivers over time, 1960-2020EDevices / UsersMillion in log scale1,000,000 More than just Mobile Phones 100,000 internet • iPad Desktop  Smartphone 10,000 internet • Kindle  Tablet 1000 • MP3 10B+ units ?  Cell phone / PDA 1B+ units / • Car electronics GPS, 100 Minicomputer PC users ABS, A/V  Mobile 10 100MM+ units  Video Mainframe • Home entertainment 10MM+ units 1  Games • Wireless home 1MM+ units 0 appliances 1960 1970 1980 1990 2000 2010 2020 Source: Morgan Stanley 2010 4
  • 5. MOBILE BROADBAND INFRASTRUCTURE FACILITATES GROWTHGlobal 3G+ subscribers and penetration, 2007-14E 3G penetration 3G+ users Million %5,000 2010E: Inflection point 43 45 3G+ penetration reaches sweet spot 38 404,000 33 35 27 303,000 2,776 25 21 2,348 1,928 202,000 15 1,503 15 11 8 1,0551,000 10 688 430 5 273 0 0 2007 2008 2009E 2010E 2011E 2012E 2013E 2014ESource: Morgan Stanley 2010 5
  • 6. SMARTPHONES ARE MOVING INTO POLE POSITIONGlobal unit shipments of desktop PCs + notebook SmartphonesPCs vs. smartphones, 2005-13E Notebook PCs Desktop PCsAnnual unit shipmentsMillion700 2012E: Inflection point Smartphones > Total PCs600500400300200100 0 2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013ESource: Morgan Stanley 2010 6
  • 7. IPHONE & ANDROID DOMINATE RICH MEDIAGlobal smartphone share of HTML mobile page view / Mobile internet+ App usage / Unit shipments HTML mobile page view share (Net applications, 5/10) Mobile internet + App usage share (Admob, 4/10) Global unit shipment share (Gartner, CQ1:10)% Share 55 44 42 25 23 23 19 15 10 10 6 6 7 5 4 1 0 1 1 1 1 iPhone Symbian Android RIM Windows Palm Other Source: Morgan Stanley 2010 7
  • 8. SEARCH – #1 MOBILE BROWSER-BASED ACTIVITY% of Mobile browser users who have done the followingactivities, 4/10 0 20 40 60 Search 48 Social Networking News Sports Info Movie Info Bank AccountsGeneral Reference Classifieds Online RetailSource: Comscore 2010 8
  • 9. ACADEMIC MOBILE LANDSCAPE 9
  • 10. DEVELOPMENT IN CONTEXT OF USER WORKFLOW Write & Publish Supervise Editorial team Conduct Peer Research Review Researcher Workflow Attend / Obtain Organize funding Confe- rence Stay up Evaluation to date Teaching Career 10
  • 11. KEY INSIGHTS FROM ELSEVIER MOBILE & USER-CENTRED RESEARCHMobile demandMarket feedback Researcher pain points• “With mobile, experience can • Not enough time become more personalized –  To stay current with trends Unlike computer, where you (in research domain) have to start-up, figure out user  To read research papers name/password… this will make • Mobile allows transition times people want to use it more” – (commuting; waiting etc.) to Columbia Univ Librarian become productive time• “Mobile is a new and strong • “Convenience is king” – pressure’… Librarians need to Columbia researcher engage… they need to be seen as taking the lead” – Yale • “I read FT articles on my University Science Librarian smartphone quickly, wherever and whenever” – ScienceDirect• “We keep hearing that we user should have a mobile offering, particularly since the iPad Launched” – Cell Press publisher 11
  • 12. THE SCHOLAR’S SEARCH & DISCOVERY BEHAVIOUR What can we • Context Desktop Desktop sympatheticUser needs learn to port solutions behaviour to mobile? • Intuitive and exploratory Activity page* Key Actions • Quick search is most popular search type (90% of all searches Search within ScienceDirect) • 62% users change the default alphabetical browsing to be able Browse to browse by subject • 60% users access the PDF vs. 40% who read the article Article online (html) • After accessing the online article, users are interested in any feature that may provide additional related information  Figures & tables and articles MMC (46%)  References (19%)  Cited by (16%)  Export Citation (16%)  Email article (10%) 12
  • 13. MOBILE PRESENTS NEW OPPORTUNITIES Mobile • Unique Mobile assumptions Mobile experienceUser needs Desktop not same as interaction • Context solutions sympathetic desktop possibilities assumptions • Intuitive and exploratory Mobile is an opportunity to create new ways for users to interact with content • Context specific (anytime, anywhere) • Users will (only) have partial attention and interruptions – Reduce cognitive load and pivot people through information quickly • Exploration vs. task oriented  anticipate immediate next step 13
  • 14. ELSEVIER MOBILE PRODUCT DEVELOPMENTApplications / Apps Mobile Websites E-readers & Tablets• Developing hybrid apps • ScienceDirect & Scopus • Develop apps for iPad & across application Content & limited features tablets marketplaces for • Complement apps (link • Monitor e-reader market ScienceDirect & Scopus out to .mobs) with a view toward  iPhone selecting delivery • Configured for three  Android technology in medium term device types – Mobile  Nokia phones; small-screen  BlackBerry smartphones and large  Windows Mobile screen smartphones 14
  • 15. ELSEVIER ACADEMIC MOBILE PRODUCT ROADMAP 2010-11 iPad appiPhone Apps iPhone Apps(Launched) (Launched) (Launched)• SciVerse • SciVerse • SciVerse Scopus Alerts ScienceDirect ePub Converter May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 2010 2011 BlackBerry Apps • SciVerse BlackBerry Apps ScienceDirect, Paid iPhone Apps (Launched) • SciVerse Scopus • SciVerse Scopus, Paid • SciVerse Scopus Android Apps Android Apps Alerts (Individual) • SciVerse • ScienceDirect, ScienceDirect Premium • SciVerse Scopus • SciVerse Scopus, iPad Apps Premium • SciVerse iPad Apps ScienceDirect • SciVerse ScienceDirect, Premium 15
  • 16. 2010 – E-JOURNAL ACCESS WENT MOBILE Homepage Quick Search and Abstract / Full text, access search view, with options • Personalised history to save / e-mail for feed of articles later use • Quick access to articles saved for offline reading 16
  • 17. RESEARCH WHERE YOU ARE 17
  • 18. CONCEPTS – AUTHOR SEARCH FOR WORKSHOP PURPOSES ONLY 18
  • 19. CONCEPTS – EXPLOIT THESMARTPHONE’S UNIQUE FEATURES FOR WORKSHOP PURPOSES ONLY 19
  • 20. CONCEPTS – HOTTEST TOPICSIN THE RESEARCHER’S PALM FOR WORKSHOP PURPOSES ONLY 20
  • 21. CONCEPTS – CATCH THE BUBBLE FOR WORKSHOP PURPOSES ONLY 21
  • 22. Special Thanks to the Open University and JISC for hosting this workshop 22

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