Are you Smart Phone savvy?

Are you Smart Phone savvy?
VICTORIAN TOURISM
CONFERENCE 2010
Simon Lock
University of Ballarat

Are you Smart Phone savvy?
What is a smart phone?
What is the mobile web?
Who is using the mobile web?
Advantages and Disadvantages of the Mobile Web.
Mobile Applications.
What should be on a mobile website?
Why is this important?
What should I do now?

It’s called a “smartphone” for a reason
Speed
Sound
App’s
Data
Monitor
Connection
Shake
Imagery
GPS
Wireless
Location
Compass
Music
Video
Internet
Light
Adapted from Vrolix, T. (2010).

A mobile phone that has access to the general internet and email.
First ‘smart phone’ was invented in the early 90’s.
Smart phones have become user friendly and support applications.

172.4 million were sold worldwide in 2009.
41.1% increase from 2008
(Gartner, 2010).
Flickr - aresjoberg

Apple iPhone - 2007
Flickr - Maddito

There have been over
50 Million iPhone & iPod touch sales worldwide.
(Apple Inc, 2009)
Flickr - JD Hancock

Why iPhone?
Multi-Touch
User Friendly
Applications / App Store
Full Web Access

By 2013, 80%
of all mobile devices will be
TOUCHSCREEN
(Garter, 2010)
Frickr - .Flipflip

What is the mobile web?
A general term used for websites designed for viewing on a mobile device.
Opposed to website design to be view on a computer screen (Desktop Web).

Mobile Web Growth (global)

Mobile Web Use by Manufacturer (global)

Top Mobile Web Requests from mobile devices, March 2010 (Australia)
(Admob, 2010)

Australian Usage Statistics
77%use their mobile phone for a purpose other than voice and SMS.
56% used their mobile phones to get information at least once per month.
21% visit a website on their mobile phone at least once per day.
25% perform search on their mobile phone at least once per week.
36% use email on their mobile phone in their past 12 months.
(AIMIA, 2009)

Information Search Rankings
Weather - 82%
News - 80%
Location - 62%
Sport - 52%
Movie - 51%
Entertainment News - 50%
Restaurant / café - 44%
Events Listings - 39%
Financial - 37%
TV guides - 37%
(AIMIA, 2009)

Mobile Device Share of Total Web Consumption

More people will access the
MOBILE WEB
than the
DESKTOP WEB
in
2013
(Gartner)
2015
(Morgan Stanley)
Adapted from Vrolix, T. (2010).

Who is using the mobile web?
Flickr - Cocoarmani

Young (16-34)
Affluent
Urban Dwelling
Professional
Strong growth in the 35 – 55 year old market
Flickr - ideum

The
Casual
Surfer
Flickr - thepicture

The Repeat
Visitor
Flickr - _zand

The “Urgent Now!”
Visitor
Fickr - rhonapalooza

Problems with the Mobile Web
Awkward input
Download Delays
Mis-designed sites
Small Screens
Expensive Data Plans
(Nelson, 2009)

128 x 160
(in pixels)

Advantages of the Mobile Web
Location, Location, Location.
Real-time.
Who’s doing...NOW?
Where can I... NOW?
Where is...NOW?

Mobile Applications
Flickr – Steve Rhodes

Mobile App’s
Individual programs that can be downloaded and installed onto a mobile device and specially are specially designed for the use of touch.
Many newer handsets have this ability.
Apple have been the most successful.
Apple hold 99.4% of the application market.
(Gartner, 2010)
Many applications have been designed for tourists

Mobile App’s
Advantages
Flexible
Link to other features of the phone
Can link to your business website
Disadvantages
Not accessible by everyone
Hard to update

Mobile App’s
Gartner Mobile App Store Predictions
(in Billions)

What should be on a mobile tourism website or app?
Publish minimal Information.
Make the information highly relevant to your customers.
Images are still very important.
Always include a link back to your full website.

Why is this important to my business?
Huge Growth is Expected!
Predicted to overtake desktop web consumption.
Large Operators are already implementing this.
Unique Marketing Opportunity.
Gain a Competitive Advantage.

How much will this cost?
Costs vary substantially.
The more you add, the greater the cost.
Higher cost for application development.

What should I do now?
Consider your customers.
Explore the web using a mobile/iphone.
Mobile Website Vs Application Vs Both.
Talk to your web designer.

Conclusion
Mobile Web Vs Mobile App’s.
Mobile Web is located on the internet.
Mobile App’s are located on the device.
The Mobile Web is growing fast.
Problems exist with viewing normal website on mobile devices.

Thank You
Simon Lock
University of Ballarat
simon@simonlock.com
simonlock.com

References
AdMob. (2009). AdMob Mobile Metrics Report - Southeast Asia. admob.
Apple Inc. (2009, September 28). Apple’s App Store Downloads Top Two Billion. Retrieved May 11, 2010, from Apple: http://www.apple.com/pr/library/2009/09/28appstore.html
Australian Interactive Media Industry Association. (2009). Australian Mobile Phone Lifestyle index - 5th Edition. Australian Interactive Media Industry Association (AIMIA).
Foresman, C. (2010, January 18). Apple responsible for 99.4% of mobile app sales in 2009 (Updated). Retrieved May 11, 2010, from Ars Technica: http://arstechnica.com/apple/news/2010/01/apple-responsible-for-994-of-mobile-app-sales-in-2009.ars
Gartner. (2010, February 23). Gartner Says Worldwide Mobile Phone Sales to End Users Grew 8 Per Cent in Fourth Quarter 2009; Market Remained Flat in 2009. Retrieved March 1, 2010, from Gartner: http://www.gartner.com/it/page.jsp?id=1306513
Gartner. (2010, January 14). Gartner's Top Predictions, 2010. Retrieved May 11, 2010, from Gartner: http://www.gartner.com/it/content/1260200/1260221/january_14_top_predictions_2010bgammage.pdf
Morgan Stanley. (2009, December). The Mobile Internet Report. Retrieved May 11, 2010, from Morgan Stanley: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
Nielsen, J. (2009, July 20). Mobile Usability. Retrieved May 11, 2010, from Useit: http://www.useit.com/alertbox/mobile-usability.html
Quantcast. (2009). Mobile Web Trends Report. Retrieved May 11, 2010, from http://www.quantcast.com/info/mobile2009
Vrolix, T. (2010). 10 reasons why now is the perfect time to get started with the mobile web, Retrieved 4th May 2010 from http://www.slideshare.net/tijs/10-reasons-why-now-is-the-perfect-time-to-get-started-with-the-mobile-web

Are you Smart Phone savvy?

by Simon Lock on May 15, 2010

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