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Discovering futures event- Mobile marketing and Communications in education - The Development of Mobile Oxford - 23 november 2010

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  • \n
  • * From a service delivery point of view\n* Not marketing but there is overlap\n* Bottom up, from a developer point of view\n\n* The work we’ve done is available to you for free\n\n
  • Who agrees with this?\n\nPC is not the one place in the family household where internet is available.\nIt’s not the one ‘computing device’\n
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  • Very considered purchases - lot of time and effort invested\n\nThey aren’t as cheap as a book, or a pen or many other day to day tools we use in Universities. \n
  • * Get to a point where many tasks can be done by insignificant costs in computing\n* Do I really need a Intel Core i7 to do my word processing and email?\n
  • £135 = working day for support staff. \n
  • Today: Often have several, but it’s not always there when you need it\nDo you have a computer when you need it?\n\nUsing a PC to complete a task requires a series of steps, often involving logins, manual selections. \n- Brain must be used. \n- In contrast to many other tools we use on a regular basis\n\n
  • - Adapted by software for best use of resources\n
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  • You can take a laptop almost anywhere, but actually using it is hard. \n
  • If we follow that Moore’s law still has some truth in it. \nCost of producing devices for certain tasks must come down. \nExample: Sound Blaster from Creative\n
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  • * Mobile computing IS computing now\n* No longer in a realm of computing populated by important business people and enthusiasts who spend hours downloading and installing hacked ROMs to add a bit of window chrome. \n* Vast range of devices out there, growing in variety and number\n\n
  • * Mobile computing IS computing now\n* No longer in a realm of computing populated by important business people and enthusiasts who spend hours downloading and installing hacked ROMs to add a bit of window chrome. \n* Vast range of devices out there, growing in variety and number\n\n
  • * Mobile computing IS computing now\n* No longer in a realm of computing populated by important business people and enthusiasts who spend hours downloading and installing hacked ROMs to add a bit of window chrome. \n* Vast range of devices out there, growing in variety and number\n\n
  • * Mobile computing IS computing now\n* No longer in a realm of computing populated by important business people and enthusiasts who spend hours downloading and installing hacked ROMs to add a bit of window chrome. \n* Vast range of devices out there, growing in variety and number\n\n
  • * Mobile computing IS computing now\n* No longer in a realm of computing populated by important business people and enthusiasts who spend hours downloading and installing hacked ROMs to add a bit of window chrome. \n* Vast range of devices out there, growing in variety and number\n\n
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  • * sit on a desk or by a watercooler\n* quick contact search \n* calendar display\n* meeting \n
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  • * requires little investment of time and mind\n* least likely to share\n
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  • iPhone isn’t the endall, nor is Android\n
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  • No one thought Symbian could be over taken\n- iPhone the dominant platform? \nAndroid now bigger in the US\n\n\n
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  • Purchasing a short term application based solution is not going to solve your more serious longer term problems. \n
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  • * Considered as one larger aim\n
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  • 4 people required to work full time on Campus M @ a University\n
  • Web was way forward\n
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  • People give us\n* Data\n* Guidelines\n* Suggestions\n\nBut we are the deciders of what goes in, how and how it is displayed. \n\nWe take on the responsibility of supporting devices, making sure the content is relevant and produced in an optimal way as we consider ourselves expert in delivering the mobile services.\n\nAdvantages: They need no overheads of \n
  • It does work across platforms. \n
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  • Student retention\n
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  • Public\nSemi-Public\nPrivate\n\n\n\n
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  • ROI based on 1 student being accepted on a course\n
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  • Retention\n
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Transcript

  • 1. The Development of Mobile Oxford Discovering Futures - Mobile Marketing and Communications Event 23 November 2010 Tim Fernando Project Manager of Mobile Oxford Oxford University Computing Services Mobile Oxford Molly Project University of Oxford http://m.ox.ac.uk http://mollyproject.org http://www.ox.ac.uk #mobileox #mollyproject
  • 2. Intentionally left blank
  • 3. The Personal Computer is DEAD.
  • 4. The Personal Computer is DEAD.OK, it’s not quite dead, but it’s losing its relevance.
  • 5. But we do so much with PCs! “Watch movies” “Store/view photo s” “Write a novel”“Write Essays” ead e-mail” “Send/r “Make long distance phone calls” “Listen to music”“Pay bills” “Read news”
  • 6. Problems with the Personal Computer High unit cost
  • 7. ...however computing power is now very cheap
  • 8. HTC TattooSIM Unlocked ≈ £200Features Android 1.6 WifiQVGA 2.8” Screen 3MP CameraQuadband GSM + Accelerometer 3G Digital Compass GPS FM RadioOrange San Francisco£99 Pay as you go
  • 9. Problems with the Personal Computer High Contention Ratio 1990s: 1:3-10 Today: 2:1 but still not enough Requires investment of time to use
  • 10. Problems with the Personal Computer Multi purpose device: Does not necessarily do any one task perfectly
  • 11. How many other massively multi purpose devices are there in our lives?
  • 12. How many other massively multi purpose devices are there in our lives? Umbrella: Screwdriver: Keeps off rain Screws screws Car: Mug: Transports you from Holds liquid place to place * May also advertise favourite programming language
  • 13. Problems with the Personal Computer Can’t be used in many physical locations
  • 14. Certain tasks require finite amounts of computing power
  • 15. Certain tasks require finite amounts of computing power Example: Music playback
  • 16. Many tasks + cheap computing = many devices
  • 17. Each form factor suits certain uses more than others
  • 18. ‘Glance’ DeviceWeather, contact information, sports results,meeting room status
  • 19. ‘Watch/Ultra compact’ DeviceWho’s calling, number of e-mails waiting
  • 20. Tablet DeviceWeb browsing, e-mail,photo viewing, mapping, visual design
  • 21. E-ReaderLow eyestrain document display, note taking
  • 22. Smart PhoneFast e-mail, simple tasks e.g. booking a tutorial, finding a librarybook, and a primary location sensitive information display
  • 23. The question worth asking“Would a prospective stud ent want to do X research on their Y devic e?”
  • 24. “Would a prospective stud entwant to do X research on their Y device?” If X is ‘look up all the intricate details of a course’ and Y is an iPhone, the answer is ‘probably not’.
  • 25. Don’t get trapped on the Mobile Bandwagon!
  • 26. Mobile OS Market Share
  • 27. Mobile OS Market Share Source: ars technica via Gartner statistics
  • 28. Update on Mobile OS Market Share Source: ars technica via Gartner statistics
  • 29. Update on Mobile OS Market SharePredictions for Q1 ’11: Source: ars technica via Gartner statistics
  • 30. Update on Mobile OS Market SharePredictions for Q1 ’11:•Steady decline of Symbian Devices Source: ars technica via Gartner statistics
  • 31. Update on Mobile OS Market SharePredictions for Q1 ’11:•Steady decline of Symbian Devices•Explosion in growth of Android, especially in emerging devicessuch as tablets, e-book readers Source: ars technica via Gartner statistics
  • 32. Update on Mobile OS Market SharePredictions for Q1 ’11:•Steady decline of Symbian Devices•Explosion in growth of Android, especially in emerging devicessuch as tablets, e-book readers•Steady increase in growth of iOS Source: ars technica via Gartner statistics
  • 33. Update on Mobile OS Market SharePredictions for Q1 ’11:•Steady decline of Symbian Devices•Explosion in growth of Android, especially in emerging devicessuch as tablets, e-book readers•Steady increase in growth of iOS•Sales on Windows 7 Phone significant, but not game-changing Source: ars technica via Gartner statistics
  • 34. Update on Mobile OS Market SharePredictions for Q1 ’11:•Steady decline of Symbian Devices•Explosion in growth of Android, especially in emerging devicessuch as tablets, e-book readers•Steady increase in growth of iOS•Sales on Windows 7 Phone significant, but not game-changing Source: ars technica via Gartner statistics•Steady sales of Blackberry and a rush when the next BlackberryOS with WebKit based browser is released
  • 35. Angry BirdsReleasing a ‘light’ version because of Android fragmentation problems
  • 36. Attention spans are even shorter on mobile than on the desktop web
  • 37. Web user attention spans 3G Network Lag User Status InstantaneousUninterrupted thought flowLimit of user concentration 0s 1s 2s 3s 4s 5s 6s 7s 8s 9s 10s
  • 38. User experience is absolutely keyHalf baked applications are likely to put off your users in the long term
  • 39. Key Points•Mobile devices are becoming cheaper•Many devices per user•Many classes of device are emerging•Certain devices suit specific use cases more than others•The mobile marketplace is volatile, there is no ‘one dominant platform’•User experience is absolutely crucial to mobile
  • 40. Mobile Oxford
  • 41. “Institutional Innovation” funding strand 18 months, approximately 2FTE From October 2008
  • 42. Erewhon’s AimsGeo-spatial Storage Demo Mobile Apps Mobilisation of Sakai VLE (with temporal sensitivity) Disseminate knowledge learned
  • 43. Demo Mobile Apps Mobilisation of Sakai VLE
  • 44. The available options (Q1 2009)+ Was made freely available under MIT + Promised fast deployment times (perhaps License Q1 2009. unrealistic) + Works on many devices. + Fully managed with contractual obligations- Code was ‘dumped’ as open source - iPhone Only (at time) - No community input - Service had not been deployed anywhere - We were not a PHP shop - Vendor lock-in - Yearly fees - Development fees - Long term sustainability/relevance unknown
  • 45. The available options (Q1 2009) Both required a lot of work on our side
  • 46. Mobile Oxford work started in Q3 2009
  • 47. Accessible and inclusive
  • 48. Open Source Community ProjectThe “community” being pivotal in its long term sustainability
  • 49. Extensible and have significant longevity
  • 50. App vs Web App App Web App Long time to liveDirect access to more hardware Targets many devices simultaneously Less development time needed No external costs involved Fast User Interface Offline storage Direct access to GPS
  • 51. Work on any web capable device
  • 52. *Not* reactionary.
  • 53. The UI is consistent and accessible
  • 54. m.ox.ac.uk
  • 55. Nominated for the UN World Summit Award in Mobile (Education)
  • 56. Device DetectionSmartphones, Featurephones, Desktops (Tablets coming)
  • 57. For prospective students, currentstudents, staff and the general public
  • 58. PLACES Multiple geo-data sourcesincluding Open Street Map (community sourced), OxPoints, Department for Transport etc.
  • 59. OxPointsContains information on every University building and their location, as well as accessible entrances.
  • 60. Open Street MapProvides accurate mapping and points of interest - the latter being especially important for the student experience.
  • 61. Compelling reason to come back
  • 62. CONTACTS Via LDAP
  • 63. LIBRARY SEARCH Z39.50 (library protocol),OpenStreetMap, 3rd Party GIS
  • 64. Universal SearchPattern matching for ISBNs, Bus Stops and interfaces with our Google Search Appliance.
  • 65. Realtime Information
  • 66. WEBLEARNBased on the Sakai VLE
  • 67. Weblearn ToolsPolls (simple survey)Evaluations (extended survey)Sign Ups (book events)
  • 68. Polls Tool Example1.Lecturer sets up a ‘poll’ in Weblearn2.Lecturer pastes short URL and 2D Barcode in slides3.Students answer on whatever device they have http://m.ox.ac.uk/3523
  • 69. URL ShortenerOnly shortens valid links on m.ox.ac.uk and provides an easy to type numeric short code e.g. http://m.ox.ac.uk/3 or QR code: *If the page contains secure content, the number is randomised
  • 70. Other ideas/work in progress More Sakai tools Walking/Cycle Routing Short Course Bookings Live train times College Meal Bookings Location based study group organiser Augmented reality layer Further social networking integration Local city event listings Fully AJAX interface Official Traffic cameras Many more!
  • 71. Admissions Project (TBC 2011)1. Student chooses places they want to go2. App creates sensible/accessible routebetween points and lists useful informationand relevant podcasts
  • 72. Said Business School ProjectSimple mobile web site for basic prospective student information gathering.
  • 73. Mobile Oxford The ‘one stop shop’ for Mobile devicesSide effect: has become a central aggregation point Op en s Str w eet M Ne ap Service status Library search s Mu top ch mo ss re! Bu
  • 74. Phones! Op en s Str w eet M Ne ap Service status Library search s Mu top ch mo ss re! BuCurrent Setup
  • 75. Phones! Tablets! Op en s Str w eet M Ne ap Service status Library search s Mu top ch mo ss re! BuNext stage... Data feeds
  • 76. Black Box Data Flow Diagram (Simplified) etc. phones under 100USD Molly as ‘Mobile Oxford’ Feature phone UI Data Aggregation OSS and Manipulation Lots of Data Sources Layer Web User Oak Interface OxPoints Geo-Spatial Database RESTfull API Oxford iTunes U Smartphone UI Oxford Library Information Open Street Map Other NativeAnd More... Applications Applications
  • 77. Mobile Oxford is now developed entirely in the open as part of the Molly Project mollyproject.org Licensed under AFL v3 Due for a 0.9 release in Jan 2011
  • 78. Mobile Oxford is now developed entirely in the open as part of the Molly ProjectFREE! mollyproject.org Licensed under AFL v3 Due for a 0.9 release in Jan 2011
  • 79. Crowd sourcing Apps
  • 80. TWOLER https://sites.google.com/a/staff.westminster.ac.uk/twoler/A JISC Project which involved getting students to create relevant applications when given the right data to use.
  • 81. ISOTONhttp://isoton.fxbeckers.com/iSoton/iSoton.html
  • 82. tim.fernando@oucs.ox.ac.uk @timfernando mollyproject.org