Aligning m-Government strategies 
Tom Voirol 
Global Head of User Engagement, Reading Room
Aligning m-Government strategies 
1 Making m-Government work for you 
2 Making m-Government work for them 
3 Approaches to...
1 Making m-Government work for you 
Overview 
Drivers in m-Government 
Partners in m-Government 
Types of mobile services ...
1 Making m-Government work for you 
Drivers for m-Government 
Cost reduction 
Process 
efficiency 
Context-awareness 
Dire...
1 Making m-Government work for you 
Partners in m-Government 
G2G Business 
Government 
Citizen
Types of mobile services 
Information 
services 
• Policies 
• Procedures 
• Government 
information 
Interactive 
service...
1 Making m-Government work for you 
Information services 
MOH iHealth SG
1 Making m-Government work for you 
Interactive services 
German Customs
1 Making m-Government work for you 
Transactional services 
Swedish Tax
1 Making m-Government work for you 
Integrative services 
GovHK 
Notifications
1 Making m-Government work for you 
Start from organisational requirements
1 Making m-Government work for you 
Set objectives 
Types: 
• Change behaviour 
• Increase knowledge and understanding 
• ...
1 Making m-Government work for you 
Define KPIs 
Criteria: 
• Make achievement of the organisational objectives measurable...
2 Making m-Government work for them 
Mobile, not mobile 
User experience is key 
Who are they? 
What do they want need?
2 Making m-Government work for them 
Mobile, not mobile
2 Making m-Government work for them 
User experience is key 
Has personal significance 
Memorable, worth sharing 
Adapted ...
2 Making m-Government work for them 
User experience is key
2 Making m-Government work for them 
User experience is key
2 Making m-Government work for them 
Social media = biggest soapbox ever
2 Making m-Government work for them 
Who are they? 
Until you understand your 
customers – deeply and 
genuinely – you can...
2 Making m-Government work for them 
Who are they?
2 Making m-Government work for them 
Who are they?
2 Making m-Government work for them 
What do they want need?
3 Approaches to mobile public engagement 
Social media 
Crowdsourcing 
Gamification
3 Approaches to mobile public engagement 
More than Facebook & Twitter 
Blogs Forums Facebook LinkedIn 
Twitter YouTube Pi...
3 Approaches to mobile public engagement 
Which social networks are most mobile?
3 Approaches to mobile public engagement 
Social media engagement: Example
3 Approaches to mobile public engagement 
Social media strategy 
Listen 
Set objectives 
Drive 
Respond 
Measure
3 Approaches to mobile public engagement 
Crowdsourcing
3 Approaches to mobile public engagement 
Foldit
3 Approaches to mobile public engagement 
Foldit success story 
The structure of a protein-sniping enzyme critical for rep...
3 Approaches to mobile public engagement 
ReCAPTCHA
3 Approaches to mobile public engagement 
Ingress
3 Approaches to mobile public engagement 
Ingress
3 Approaches to mobile public engagement 
Ingress
3 Approaches to mobile public engagement 
Ingress
3 Approaches to mobile public engagement 
Ramification? 
Gamification (n.): The 
application of game 
playing elements to ...
3 Approaches to mobile public engagement 
Gamification
3 Approaches to mobile public engagement 
Types of gamification 
Actual games Game mechanics
3 Approaches to mobile public engagement 
Actual games: Examples
3 Approaches to mobile public engagement 
GinA – Government in Action
3 Approaches to mobile public engagement 
Party for your rights
3 Approaches to mobile public engagement 
Party for your rights
3 Approaches to mobile public engagement 
Run that town
3 Approaches to mobile public engagement 
Game mechanics: Examples
3 Approaches to mobile public engagement 
Activity trackers
3 Approaches to mobile public engagement 
Fitbit
3 Approaches to mobile public engagement 
Fitbit
3 Approaches to mobile public engagement 
Recyclebank
3 Approaches to mobile public engagement 
IBM Connections
3 Approaches to mobile public engagement 
IBM Connections
3 Approaches to mobile public engagement 
Gamification: Rewards
3 Approaches to mobile public engagement 
Gamification: Mechanics 
• Accelerated feedback cycles 
• Clear goals and rules ...
3 Approaches to mobile public engagement 
Flow
4 Developing mobile web and native apps 
Mobile responsive design 
Native mobile apps 
Focus! 
Let others do the work for ...
4 Developing mobile web and native apps 
Mobile responsive design
4 Developing mobile web and native apps 
Native mobile apps 
Distributed through app stores 
Access to full device feature...
Native mobile apps 
Native apps pros Native apps cons 
Access to all device features: 
• Gesture-based navigation 
• Offli...
4 Developing mobile web and native apps 
Focus!
4 Developing mobile web and native apps 
Let others do the work for you
4 Developing mobile web and native apps 
Let others do the work for you 
Carpark rates Dengue Lah! Pickaskool
Aligning m-Government strategies 
1 Making m-Government work for you 
2 Making m-Government work for them 
3 Approaches to...
Workshop all day Thursday
Effectively aligning m-Government strategies to your organisational objectives and goals
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Effectively aligning m-Government strategies to your organisational objectives and goals

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* Capturing your organisational objectives and goals as they apply to mobile strategy
* Exploring different methodologies and approaches to public engagement, including social media, crowdsourcing and ramification
* Developing mobile web applications and native apps based on research and underpinned by public feedback

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  • Research
    Find out how they live/work, and how you fit into that
    Don’t ask what they want, find out what they need
  • Effectively aligning m-Government strategies to your organisational objectives and goals

    1. 1. Aligning m-Government strategies Tom Voirol Global Head of User Engagement, Reading Room
    2. 2. Aligning m-Government strategies 1 Making m-Government work for you 2 Making m-Government work for them 3 Approaches to mobile public engagement 4 Developing mobile web and native apps
    3. 3. 1 Making m-Government work for you Overview Drivers in m-Government Partners in m-Government Types of mobile services M-Government for your organisation Start from organisational requirements Set objectives Define KPIs
    4. 4. 1 Making m-Government work for you Drivers for m-Government Cost reduction Process efficiency Context-awareness Direct, ultrapersonal contact Improved decision-making Better service provision Demand for transparency Desire for participation Citizen-driven Value-driven Economy-driven Technology -driven
    5. 5. 1 Making m-Government work for you Partners in m-Government G2G Business Government Citizen
    6. 6. Types of mobile services Information services • Policies • Procedures • Government information Interactive services • Calculators • Interactive learning • Social media Transactional services • Consuming government services • Citizen-specific Integrated services • Combining services & data from different ministries / boards 1 Making m-Government work for you
    7. 7. 1 Making m-Government work for you Information services MOH iHealth SG
    8. 8. 1 Making m-Government work for you Interactive services German Customs
    9. 9. 1 Making m-Government work for you Transactional services Swedish Tax
    10. 10. 1 Making m-Government work for you Integrative services GovHK Notifications
    11. 11. 1 Making m-Government work for you Start from organisational requirements
    12. 12. 1 Making m-Government work for you Set objectives Types: • Change behaviour • Increase knowledge and understanding • Procedural efficiencies • Monetary goals Examples: • Increase participation in policy-shaping process • Decrease number and/or length of contact centre requests • Improve processing times • Create an informed citizenry
    13. 13. 1 Making m-Government work for you Define KPIs Criteria: • Make achievement of the organisational objectives measurable • Forget hits, visits and app downloads • Measure like a Jedi, not a Sith Examples: • Increase submissions to public consultation process by x% • Reduce contact centre requests by y% • Increase number of cases handled by z% • Percentage of population understanding fact x increases by y
    14. 14. 2 Making m-Government work for them Mobile, not mobile User experience is key Who are they? What do they want need?
    15. 15. 2 Making m-Government work for them Mobile, not mobile
    16. 16. 2 Making m-Government work for them User experience is key Has personal significance Memorable, worth sharing Adapted from Stephen P. Anderson / poetpainter.com Easy to use, works like I think Can be used without difficulty Available and accurate Does what I need Hard to cross!
    17. 17. 2 Making m-Government work for them User experience is key
    18. 18. 2 Making m-Government work for them User experience is key
    19. 19. 2 Making m-Government work for them Social media = biggest soapbox ever
    20. 20. 2 Making m-Government work for them Who are they? Until you understand your customers – deeply and genuinely – you cannot truly serve them Rasheed Ogunlaru
    21. 21. 2 Making m-Government work for them Who are they?
    22. 22. 2 Making m-Government work for them Who are they?
    23. 23. 2 Making m-Government work for them What do they want need?
    24. 24. 3 Approaches to mobile public engagement Social media Crowdsourcing Gamification
    25. 25. 3 Approaches to mobile public engagement More than Facebook & Twitter Blogs Forums Facebook LinkedIn Twitter YouTube Pinterest
    26. 26. 3 Approaches to mobile public engagement Which social networks are most mobile?
    27. 27. 3 Approaches to mobile public engagement Social media engagement: Example
    28. 28. 3 Approaches to mobile public engagement Social media strategy Listen Set objectives Drive Respond Measure
    29. 29. 3 Approaches to mobile public engagement Crowdsourcing
    30. 30. 3 Approaches to mobile public engagement Foldit
    31. 31. 3 Approaches to mobile public engagement Foldit success story The structure of a protein-sniping enzyme critical for reproduction of the AIDS virus stumped scientists for a decade. Foldit players revealed the enzymes' structure within three weeks and scientists identified targets for drugs to neutralise it.
    32. 32. 3 Approaches to mobile public engagement ReCAPTCHA
    33. 33. 3 Approaches to mobile public engagement Ingress
    34. 34. 3 Approaches to mobile public engagement Ingress
    35. 35. 3 Approaches to mobile public engagement Ingress
    36. 36. 3 Approaches to mobile public engagement Ingress
    37. 37. 3 Approaches to mobile public engagement Ramification? Gamification (n.): The application of game playing elements to other areas of activity, to encourage engagement with a product or service.
    38. 38. 3 Approaches to mobile public engagement Gamification
    39. 39. 3 Approaches to mobile public engagement Types of gamification Actual games Game mechanics
    40. 40. 3 Approaches to mobile public engagement Actual games: Examples
    41. 41. 3 Approaches to mobile public engagement GinA – Government in Action
    42. 42. 3 Approaches to mobile public engagement Party for your rights
    43. 43. 3 Approaches to mobile public engagement Party for your rights
    44. 44. 3 Approaches to mobile public engagement Run that town
    45. 45. 3 Approaches to mobile public engagement Game mechanics: Examples
    46. 46. 3 Approaches to mobile public engagement Activity trackers
    47. 47. 3 Approaches to mobile public engagement Fitbit
    48. 48. 3 Approaches to mobile public engagement Fitbit
    49. 49. 3 Approaches to mobile public engagement Recyclebank
    50. 50. 3 Approaches to mobile public engagement IBM Connections
    51. 51. 3 Approaches to mobile public engagement IBM Connections
    52. 52. 3 Approaches to mobile public engagement Gamification: Rewards
    53. 53. 3 Approaches to mobile public engagement Gamification: Mechanics • Accelerated feedback cycles • Clear goals and rules of play • A compelling narrative • Challenging but achievable tasks • Flow
    54. 54. 3 Approaches to mobile public engagement Flow
    55. 55. 4 Developing mobile web and native apps Mobile responsive design Native mobile apps Focus! Let others do the work for you
    56. 56. 4 Developing mobile web and native apps Mobile responsive design
    57. 57. 4 Developing mobile web and native apps Native mobile apps Distributed through app stores Access to full device features No connection required to launch
    58. 58. Native mobile apps Native apps pros Native apps cons Access to all device features: • Gesture-based navigation • Offline use • GPS, gyroscope, accelerometer • Camera & microphone • Push notifications • Monetisation Native availability (home screen) Expensive to develop Less flexible due to installed base Long approval time Cannot support all devices 4 Developing mobile web and native apps
    59. 59. 4 Developing mobile web and native apps Focus!
    60. 60. 4 Developing mobile web and native apps Let others do the work for you
    61. 61. 4 Developing mobile web and native apps Let others do the work for you Carpark rates Dengue Lah! Pickaskool
    62. 62. Aligning m-Government strategies 1 Making m-Government work for you 2 Making m-Government work for them 3 Approaches to mobile public engagement 4 Developing mobile web and native apps
    63. 63. Workshop all day Thursday

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