To remain viable in the publishing environment it is important for publishers stay current with evolving technology. To help publishers prepare for this new reality, SSP, in collaboration with the World Bank, presents an important full-day seminar on Digital Opportunities and Challenges. This two-part seminar explores the choices that choices publishers will have to make early in the process to enhance their return on investment as they transition to an evolving digital landscape, and presents practical examples of strategies for packaging & delivering content to different channels (not just mobile devices). The morning session will provide an overview of the current market for electronic publishing with specific examples of business models used by a university press, a commercial publisher, and an association. The afternoon session will cover the various electronic readers, emerging mobile applications relevant to publishers, and digital rights management to include discussions on piracy and intellectual property. Together, both sessions will give a comprehensive overview of what is happening in the new digital arena. Join us if you want to: -Catch-up on the current state of digital transition -Discuss emerging business models -Examine the evolving digital devices and mobile applications used to disseminate content -Gain insight on emerging piracy issues This full day seminar will be invaluable to anyone interested in understanding the opportunities and challenges involved in delivering and marketing your content in a digital environment. This includes marketing coordinators, production managers, acquisitions editors, and senior management at small to medium-sized publishers of scholarly content currently in both book and journal form.

1. American Chemical Society
Mobile Development
Challenges and Strategies
SSP Fall Seminar – Digital Opportunities and Challenges
November 11, 2009
Alex Kim
Manager, Web Product Development
Web Strategy & Innovation
ACS Publications
pubs.acs.org

2. Overview
• Challenges
• Strategies
• What ACS is doing – JACSβ
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3. Challenges
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4. Challenge #1: Authentication
Recognized
Institution
us
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i -F ’s c
W ion
ut
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in Mobile
Service Provider X Full Text Article
Access Denied: I.P. Address not recognized
pubs.acs.org

5. Challenge #1: Authentication
Possible Solutions?
1. Make full text free via mobile app
• Need to be careful that there isn’t a way to beat the system
• Will it impact institutional usage and subscriptions?
1. Create a new authentication model
• Something like Shibboleth
• Periodic binding of a device to an institution
• Again, need to be careful that there isn’t a way to beat the system
1. Digital Rights Management
2. Hope for the best
• Maybe institutions will widely adopt VPN solutions
• Maybe a standard authentication methodology will emerge
pubs.acs.org

6. Challenge #2: Analytics
• Most mobile usage will not be connected to a known entity
• Even if mobile usage is from a known identity, depending on the
approach you take and how things work on the back-end, it may be
difficult to consolidate mobile usage into your existing analytics
system. Can you stay COUNTER compliant?
Solutions
• IT creates back-end consolidation
• Base your mobile delivery on the existing web platform
pubs.acs.org

7. Challenge #3: Presentation/Behavior
• Tables and equations
• Multimedia
– Audio/Video takes some work, but is definitely doable
– Real challenges are things like 3D crystallographic structures
• Other device constraints
– Navigation scheme
– Dynamic, JavaScript-driven features won’t work on many devices
pubs.acs.org

8. Challenge #4: Keeping Up with Devices
Android iPhone/iPod Touch BlackBerry Symbian (Nokia) Nook
Palm Pre/webOS
FAKE!
pubs.acs.org The new Apple iTablet Kindle

9. Challenge #4: Keeping Up with Devices
Is the iPhone/iPod Touch really the platform to target right now?
• Well over 50 million iPhones and iPod Touches sold
• Not the highest market share in terms of units sold (~15% of
smartphones worldwide), but highest in terms of actual usage
Published March, 2009
http://news.cnet.com/8301-13579_3-10184805-37.html

10. Strategy
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11. Three General Approaches (not mutually exclusive)
A. Target “everyone” / Do it quickly
Create mobile stylesheets alone
• Development Environment: Same as website
• Content: HTML is unchanged
• Presentation/Behavior: Changed to fit mobile browser
A. Target “everyone” / Do it better
Create a separate mobile site or web apps
• Development Environment: Same as website
• Content: HTML is changed to suit mobile screens
• Presentation/Behavior: Changed to fit mobile browser
A. Target specific devices / Do it best
Create mobile apps
• Development Environment: Different from website and different between platforms
• Content: Depends on the approach
• Presentation/Behavior: Changed to fit the device’s user interface
pubs.acs.org

12. Create Mobile Stylesheets
What is involved?
• Make small edits to the metadata of your web pages
• Mobile devices get recognized and are served a mobile-specific
stylesheet
• HTML remains unchanged
Benefits Drawbacks
+ Wide reach - Limited by the HTML that’s used on the
+ Speed of deployment website
+ Ease of deployment - May need to choose between:
+ Ease of iteration • Reaching a wider audience with fewer
+ Low cost features
+ Low maintenance • Catering to a smaller audience with more
features
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13. Create a Mobile Site or Web Apps
What is involved?
• Create a new system or sub-system for content delivery
• Significant back-end development required
• Create new templates and stylesheets specific to mobile delivery
• May even want to have different stylesheets and templates for
specific devices
Benefits Drawbacks
+ Wide reach - Significant development
+ Better user experience than - Higher cost
stylesheets alone - Requires some maintenance
+ More flexible for different - Limiting the audience a bit
devices
pubs.acs.org

14. Create Mobile Apps
What is involved?
• Develop device-specific applications
• Significant back-end development required
• More complex front-end development required as well
Benefits Drawbacks
+ Potentially the best possible - May require higher cost than
user experience mobile site creation
+ Can be monetized in new - Limited to specific platforms
ways - Requires proactive advertising,
unlike the website
pubs.acs.org

15. flickr
Regular Website
• View pictures/video
• Upload pictures/video
• Organize sets and collections
• Batch operations
• Comments, Tagging, Geotagging
• The list goes on...
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16. flickr
Mobile Website
• View photos/videos
• No uploads
• No organizing
• Commenting, but no tagging
• View pictures taken nearby
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17. flickr
iPhone App
• View photos/videos
• Upload photos/videos
• No organizing
• Commenting, but no tagging
• Can’t view pictures taken nearby
• Actually a little bit harder to navigate than
the mobile website
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18. Know Your Customers’ Needs
• End user testing
• Focus groups
• Unsolicited feedback (Help Desk)
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19. What is JACS Beta?
• Testing ground for the ACS Publications website
• A place to quickly test concepts and gain feedback from end users
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20. Mobilize, Don’t Miniaturize
“Mobile users operate in a very different usage
context than PC users, and providing them with an
experience customized to their needs is likely to be
the best service you can offer to them.”
Dominique Hazaël-Massieux
“Return of the Mobile Stylesheet”
A List Apart (alistapart.com)
pubs.acs.org

21. JACS Beta Mobile TOC
Assumption
Users on mobile devices have a different goal than users on “normal”
computers (desktops/laptops). We believe they primarily want to browse the
latest research to stay up to date and not necessarily read entire articles while
on the go.
Limitation
Unless users are connected via wi-fi on an institution’s campus, they are not IP-
authenticated to access the full text of articles.
Approach
In this project we provide a way for users to easily browse through content,
mark articles they are interested in reading the full text of, and then save those
articles to a private repository.
pubs.acs.org

22. Live Demo of Mobile TOC Project
http://pubs.acs.org/jacsbeta/mobil
e
Primarily targets the most advanced mobile browsers found on the
iPhone/iPod Touch, Palm Pre, and Android phones. Also works on any phone
that has the free Opera Mini browser installed, though it’s not as nice of a user
experience.
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23. Step 1: Log In
• Log in with ACS ID is required in order to get
the full functionality
• Allows you to attach articles to your profile via
the Favorite Articles mechanism that exists on
the site
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24. Step 2: Browse the TOC
• Scroll down the page to view all of the articles
• Abstracts are hidden by default, but can be
shown by tapping on “View Abstract” link
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25. Step 3: Select Articles of Interest
• Click the checkboxes of articles you are
interested in reading the full text of
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26. Step 4: Add the Articles to Your List of
Favorites
• After checking all of the articles you’re
interested in, navigate to the top or bottom of
the TOC, and click on the big blue button that
reads “Add selected articles to list of Favorites”
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27. Step 5: Articles Are Saved in Favorite Content
List
• After clicking Save to Favorites button, you are
taken to your Favorite Content list, and the
beta project is complete. You are now on the
normal ACS Publications website, which is not
yet optimized for mobile display.
• Now you can log in on a normal computer, go
to your Favorite Content list, and view the full
text of the selected articles.
• Advantages of using your normal computer:
– Easier to read
– IP-authenticated
– Ability to print
pubs.acs.org

28. American Chemical Society
Thank You
Alex Kim
Manager, Web Product Development
Web Strategy & Innovation
ACS Publications
pubs.acs.org