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Content	
  and	
  Apps	
  for	
  Mobile	
  Devices:	
  
    Engaging	
  Users	
  in	
  the	
  Mobile	
  
                  Experience	
  



                            	
  
                 Darrell	
  W.	
  Gunter	
  
                  President	
  &	
  CEO	
  
                 November	
  8,	
  2011	
  
Agenda	
  
•    Your	
  view	
  on	
  mobile	
  apps…	
  
•    Some	
  key	
  stats	
  
•    The	
  STM	
  consumer	
  &	
  publisher	
  
•    Highways	
  to	
  your	
  content	
  
•    Best	
  pracNces	
  
•    GeOng	
  started	
  
3	
  



              Some	
  Key	
  QuesNons?	
  
•  How	
  many	
  of	
  you	
  have	
  a	
  smart	
  phone	
  device?	
  
•  How	
  many	
  of	
  you	
  in	
  the	
  audience	
  have	
  an	
  
   iPad	
  or	
  similar	
  device?	
  	
  	
  
•  How	
  many	
  of	
  you	
  have	
  a	
  mobile	
  applicaNon	
  in	
  
   place	
  now?	
  
•  How	
  many	
  of	
  you	
  will	
  have	
  a	
  mobile	
  
   applicaNon	
  for	
  next	
  year?	
  
Gartner:	
  The	
  Top	
  Ten	
  Apps	
  




Source:	
  Gartner	
  	
  hWp://bit.ly/kLTy5s	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  Gartner	
  Top	
  10	
  Mobile	
  Apps	
  for	
  2012	
  
#1	
  	
  Money	
  Transfer	
  
#2	
  	
  LocaNon-­‐Based	
  Services	
  
#3	
  	
  Mobile	
  Search	
  
#4	
  	
  Mobile	
  Browsing	
  
#5	
  	
  Mobile	
  Health	
  Monitoring	
  
#6	
  	
  Mobile	
  Payment	
  
#7	
  	
  Near	
  Field	
  	
  CommunicaNon	
  Services	
  
#8	
  	
  Mobile	
  AdverNsing	
  
#9	
  	
  Mobile	
  Instant	
  Messaging	
  
#10	
  Mobile	
  Music	
  
	
  
Source:	
  Gartner	
  	
  hWp://bit.ly/kLTy5s	
  
7	
  



                Key	
  2011	
  Global	
  Mobile	
  Stats	
  

•  6,915,782,324	
  	
   	
   	
  World	
  PopulaNon	
  	
  
•  5.3	
  Billion 	
   	
   	
   	
  Mobile	
  SubscripNons	
  
     –  747.4	
  MM 	
           	
     	
     	
  China	
  
     –  525.2	
  MM 	
           	
     	
     	
  India	
  
     –  292.8	
  MM 	
           	
     	
     	
  USA	
  

•  1,388.2	
  Billion 	
  up	
  18.5% 	
  Global	
  Shipments	
  of	
  
     mobile	
  devices	
  
•  302.6	
  MM	
  up	
  74.4% 	
   	
   	
  Smart	
  Phones	
  
	
  
Source:	
  mobiThinking	
  hWp://bit.ly/m7O0Mq	
  
8	
  



               Key	
  2011	
  Global	
  Mobile	
  Stats	
  
•  Both	
  Gartner	
  and	
  IDC	
  both	
  agree	
  that	
  the	
  Android	
  
   OperaNng	
  System	
  will	
  represent	
  approximately	
  38%	
  of	
  
   the	
  projected	
  approximate	
  450	
  million	
  unit	
  sales	
  

•  Almost	
  1	
  in	
  5	
  mobile	
  users	
  have	
  access	
  to	
  fast	
  mobile	
  
   services	
  (3G	
  or	
  beWer)	
  

•  US	
  has	
  overtaken	
  Western	
  Europe	
  in	
  unlimited	
  data	
  plan	
  
	
  
Source:	
  mobiThinking	
  hWp://bit.ly/m7O0Mq	
  
9	
  



                                  Mobile	
  Behavior	
  In	
  US,	
  Europe	
  &	
  Japan	
  
Mobile	
  behavior	
  in	
  United	
  States,	
  EU5	
  (UK,	
  Germany,	
  France,	
  Spain	
  and	
  Italy)	
  and	
  Japan	
  –	
  October,	
  November,	
  December	
  2010	
  
Percent	
  of	
  total	
  mobile	
  audience	
  (Age	
  13+)	
             	
            	
                	
  	
  
              	
               	
               	
          	
  	
  
              	
               	
  United	
  States         	
  Europe 	
  Japan         	
  	
  
Used	
  connected	
  media	
  	
  
(browser,	
  app	
  or	
  download)             	
  46.7%   	
  41.1%      	
  76.8%     	
  	
  
Used	
  browser 	
                              	
  36.4%   	
  28.8%      	
  55.4%     	
  	
  
Used	
  applicaNon             	
               	
  34.4%   	
  28.0%      	
  53.3%     	
  	
  
Used	
  messaging              	
               	
          	
             	
  	
  
Sent	
  text	
  message                         	
  68.0%   	
  82.7%      	
  41.6%     	
  	
  
Instant	
  messaging 	
                         	
  17.2%   	
  14.2%      	
  3.6%      	
  	
  
Email         	
               	
  30.5%        	
  22.2%   	
  57.1%      	
  	
  
Accessed	
  entertainment/social	
  media                   	
             	
            	
                	
  	
  
Took	
  photos                 	
               	
  52.4%   	
  57.5%      	
  62.9%     	
  	
  
Social	
  networking	
  or	
  blog              	
  24.7%   	
  18.0%      	
  19.3%     	
  	
  
Played	
  games                	
               	
  23.2%   	
  25.3%      	
  16.3%     	
  	
  
Recorded	
  video              	
               	
  20.2%   	
  26.1%      	
  15.8%     	
  	
  
Listened	
  to	
  music        	
               	
  15.7%   	
  25.0%      	
  12.9%     	
  	
  
Watched	
  TV	
  and/or	
  video                	
  5.6%    	
  5.7%       	
  22.8%     	
  	
  
Accessed	
  financial	
  services                	
          	
             	
            	
  	
  
Bank	
  accounts               	
               	
  11.4%   	
  8.0%       	
  7.0%      	
  	
  
Financial	
  news	
  or	
  stock	
  quotes 	
  10.2%        	
  8.0%       	
  16.5%     	
  	
  
Accessed	
  news,	
  sports,	
  weather,	
  search,	
  retail,	
  travel,	
  reference 	
                  	
               	
              	
  	
  
News	
  and	
  informa8on             	
  39.5%             	
  32.2%      	
  57.6%        	
  	
  
Weather	
  reports 	
                 	
  25.2%             	
  16.4%      	
  34.7%        	
  	
  
Search         	
        	
           	
  21.4%             	
  14.9%      	
  31.5%        	
  	
  
Maps           	
        	
           	
  17.8%             	
  13.0%      	
  17.1%        	
  	
  
Sports	
  news           	
           	
  15.8%             	
  12.0%      	
  18.2%        	
  	
  
Restaurant	
  info       	
           	
  10.0%             	
  6.5%       	
  9.7%         	
  	
  
Traffic	
  reports         	
           	
  8.4%              	
  7.4%       	
  14.0%        	
  	
  
Classifieds	
             	
           	
  7.3%              	
  4.8%       	
  3.6%         	
  	
  
Retail	
  site 	
        	
           	
  6.5%              	
  5.2%       	
  8.5%         	
  	
  
Travel	
  service        	
           	
  4.4%              	
  4.6%       	
  2.9%         	
  	
  
Source:	
  comScore	
  MobiLens	
  (Feb	
  2011)            	
             	
  via:	
  mobiThinking      	
              	
  	
  
Smart	
  Phone	
  Stats	
  
•  Nielsen	
  
    –  31%	
  of	
  US	
  mobile	
  phone	
  have	
  smart	
  phone	
  
    –  eMarketer	
  predicts	
  smartphone	
  ownership	
  43%	
  of	
  US	
  
       populaNon	
  by	
  2015	
  
•  Gartner	
  
    –  smartphones	
  19%	
  of	
  1.6	
  billion	
  sold	
  
    –  Growth	
  67	
  to	
  95	
  million	
  in	
  2011,	
  highest	
  CED	
  sales	
  
•  The	
  CODA	
  Research	
  Consultancy	
  
    –  Predict	
  global	
  smartphone	
  sales	
  of	
  some	
  2.5	
  billion	
  
       2010-­‐2015	
  
    –  Mobile	
  Internet	
  use	
  via	
  smartphones	
  will	
  increase	
  50	
  fold	
  
11	
  



                                          Mobile	
  Apps	
  Stats	
  
Change	
  in	
  price	
  of	
  a	
  download	
  app	
  over	
  12	
  months,	
  2010	
  according	
  to	
  Dismo                              	
       	
       	
  
           	
   	
              	
  	
  
App	
  store 	
  	
             	
       	
  Apple                            	
  Blackberry	
    	
  Ovi	
  (Nokia)    	
  Android 	
  	
  
#	
  of	
  apps 	
  	
          	
       	
  300K	
  	
  	
  	
  	
  	
  	
   	
  18K 	
     	
   	
  130K	
       	
   	
  25K 	
  	
  
Price	
  change	
  	
  	
  	
  
All	
  apps 	
                  	
       	
  -­‐12 	
                         	
  -­‐24 	
   	
   	
  +1 	
        	
   	
  -­‐29 	
  	
  
Top	
  100	
  apps 	
                    	
  -­‐19 	
                         	
  -­‐24 	
   	
   	
  -­‐9 	
      	
   	
  -­‐61 	
  	
  

Source:	
  The	
  Dismo	
  report	
  (January	
  2011) 	
                            	
        	
        	
  via:	
  mobiThinking             	
     	
  	
  
STM	
  Products	
  and	
  Processes	
  
                                             Journals	
  


                 Archives	
                                                   Books	
  




Membership	
  
 Services	
                                                                                    Databases	
  

                                      Publisher	



      Connuing	
                                                                         Workflows	
  
      Educaon	
  




                                 Peer	
  
                                                            Conferences	
  
                                Review	
  
Consumer/	
  Producer	
  Process	
  
                      Publication of results                                   Researcher
                           in peer reviewed
                                STM journal	





        Presenting results
  in varoius conferences/                                                                      Funding through
Publishing of proceedings	

                                                                   an STM society	





          Participation in                                                                  Consuming literature
     various conferences	

                                                                 and STM products	





                                          Participation in the publishing process
                                                     as a peer reviewer
The	
  STM	
  Consumer	
  
             Consumer
              & reader                 Peer
                                     reviewer
  Author
   of a                                               Participant &
   book                                                speaker at
                                                      conferences



Author of                                           Taking
 journal                                         advantage of
 articles                                         continuous
                                                   education




  Member
  of a STM               Receiving              Member of an
   society               research               editorial board
                          funding
The	
  Holy	
  Grail!	
  
Get	
  the	
  author	
  to	
  the	
  PDF	
  	
  ASAP!	
  
What	
  Highways	
  Are	
  You	
  Building	
  To	
  Your	
  PDFs?	
  
One	
  Very	
  Powerful	
  Applicaon	
  
And	
  what	
  about	
  SmartTV?	
  
dotMobi	
  and	
  AKQA	
  Mobile	
  Survey	
  
•    90% of 2,000 respondents now interested in learning about the mobile web
•    50% respondents were unaware that there are mobile sites optimized for use on
     mobile phones and the vast majority –
•    86% of participants - said they were interested in knowing which sites are easily
     accessible on a mobile phone
•    50% respondents poor experience = "reluctant to access" either the site - or the
     Internet in general - on their mobile phones again.
•    2% participants survey who purchased a phone in the past six months chose an
     iPhone.
•    Poor site display and layout remain top reasons for mobile Web dissatisfaction
•    2/3 participants stated that they would consider purchasing theater tickets, take-out
     food and travel tickets via a mobile phone.
•    Finally, 63 percent of survey respondents said they would be more likely to give up
     their money than their mobile "smart phone" if they were mugged.

Source http://mobithinking.com/best-practices/mobile-internet-usage-attitudes-study
Best	
  Pracces	
  
•  Mobile Web User Requirements are Different
•  Mobile Search Engine Behaviors are Different
•  Mobile Web User Activity is Different
•  Building Your Mobile Site for SEO is Different




Source: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices
Best	
  Pracces	
  
•    The three basic rules for mobile user experience:
      –  1.	
  test	
  
      –  2.	
  test	
  
      –  3.	
  test	
  again	
  
•    Most mobile phones will struggle or fail to render (display) a desktop-oriented Website.


•    Even on smartphones, most sites will give a much better user experience if the content is adapted to
     the device


•    No matter how great a mobile device is, Web surfing can only ever be as good as the performance of
     the mobile network


•    Consider the world’s top 25 sites rated by                http://www.alexa.com/topsites




Source: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices
22	
  



            What	
  Does	
  It	
  All	
  Mean?	
  
•  To	
  be	
  relevant,	
  you	
  must	
  have	
  a	
  mobile	
  
   strategy	
  
•  Mobile	
  is	
  another	
  driver	
  to	
  your	
  PDFs!	
  
•  Be	
  agile,	
  consider	
  HTML	
  5	
  
•  Choose	
  wisely	
  
Thank	
  You!	
  




Darrell	
  W.	
  Gunter	
  
President	
  &	
  CEO	
  
d.gunter@guntermediagroup.com	
  
+1.973.454.3475	
  

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SSP Fall Meeting Mobile Gunter Nov 2011

  • 1. Content  and  Apps  for  Mobile  Devices:   Engaging  Users  in  the  Mobile   Experience     Darrell  W.  Gunter   President  &  CEO   November  8,  2011  
  • 2. Agenda   •  Your  view  on  mobile  apps…   •  Some  key  stats   •  The  STM  consumer  &  publisher   •  Highways  to  your  content   •  Best  pracNces   •  GeOng  started  
  • 3. 3   Some  Key  QuesNons?   •  How  many  of  you  have  a  smart  phone  device?   •  How  many  of  you  in  the  audience  have  an   iPad  or  similar  device?       •  How  many  of  you  have  a  mobile  applicaNon  in   place  now?   •  How  many  of  you  will  have  a  mobile   applicaNon  for  next  year?  
  • 4.
  • 5. Gartner:  The  Top  Ten  Apps   Source:  Gartner    hWp://bit.ly/kLTy5s  
  • 6.                    Gartner  Top  10  Mobile  Apps  for  2012   #1    Money  Transfer   #2    LocaNon-­‐Based  Services   #3    Mobile  Search   #4    Mobile  Browsing   #5    Mobile  Health  Monitoring   #6    Mobile  Payment   #7    Near  Field    CommunicaNon  Services   #8    Mobile  AdverNsing   #9    Mobile  Instant  Messaging   #10  Mobile  Music     Source:  Gartner    hWp://bit.ly/kLTy5s  
  • 7. 7   Key  2011  Global  Mobile  Stats   •  6,915,782,324        World  PopulaNon     •  5.3  Billion        Mobile  SubscripNons   –  747.4  MM        China   –  525.2  MM        India   –  292.8  MM        USA   •  1,388.2  Billion  up  18.5%  Global  Shipments  of   mobile  devices   •  302.6  MM  up  74.4%      Smart  Phones     Source:  mobiThinking  hWp://bit.ly/m7O0Mq  
  • 8. 8   Key  2011  Global  Mobile  Stats   •  Both  Gartner  and  IDC  both  agree  that  the  Android   OperaNng  System  will  represent  approximately  38%  of   the  projected  approximate  450  million  unit  sales   •  Almost  1  in  5  mobile  users  have  access  to  fast  mobile   services  (3G  or  beWer)   •  US  has  overtaken  Western  Europe  in  unlimited  data  plan     Source:  mobiThinking  hWp://bit.ly/m7O0Mq  
  • 9. 9   Mobile  Behavior  In  US,  Europe  &  Japan   Mobile  behavior  in  United  States,  EU5  (UK,  Germany,  France,  Spain  and  Italy)  and  Japan  –  October,  November,  December  2010   Percent  of  total  mobile  audience  (Age  13+)                        United  States  Europe  Japan     Used  connected  media     (browser,  app  or  download)  46.7%  41.1%  76.8%     Used  browser    36.4%  28.8%  55.4%     Used  applicaNon    34.4%  28.0%  53.3%     Used  messaging           Sent  text  message  68.0%  82.7%  41.6%     Instant  messaging    17.2%  14.2%  3.6%     Email    30.5%  22.2%  57.1%     Accessed  entertainment/social  media           Took  photos    52.4%  57.5%  62.9%     Social  networking  or  blog  24.7%  18.0%  19.3%     Played  games    23.2%  25.3%  16.3%     Recorded  video    20.2%  26.1%  15.8%     Listened  to  music    15.7%  25.0%  12.9%     Watched  TV  and/or  video  5.6%  5.7%  22.8%     Accessed  financial  services           Bank  accounts    11.4%  8.0%  7.0%     Financial  news  or  stock  quotes  10.2%  8.0%  16.5%     Accessed  news,  sports,  weather,  search,  retail,  travel,  reference           News  and  informa8on  39.5%  32.2%  57.6%     Weather  reports    25.2%  16.4%  34.7%     Search      21.4%  14.9%  31.5%     Maps      17.8%  13.0%  17.1%     Sports  news    15.8%  12.0%  18.2%     Restaurant  info    10.0%  6.5%  9.7%     Traffic  reports    8.4%  7.4%  14.0%     Classifieds      7.3%  4.8%  3.6%     Retail  site      6.5%  5.2%  8.5%     Travel  service    4.4%  4.6%  2.9%     Source:  comScore  MobiLens  (Feb  2011)    via:  mobiThinking      
  • 10. Smart  Phone  Stats   •  Nielsen   –  31%  of  US  mobile  phone  have  smart  phone   –  eMarketer  predicts  smartphone  ownership  43%  of  US   populaNon  by  2015   •  Gartner   –  smartphones  19%  of  1.6  billion  sold   –  Growth  67  to  95  million  in  2011,  highest  CED  sales   •  The  CODA  Research  Consultancy   –  Predict  global  smartphone  sales  of  some  2.5  billion   2010-­‐2015   –  Mobile  Internet  use  via  smartphones  will  increase  50  fold  
  • 11. 11   Mobile  Apps  Stats   Change  in  price  of  a  download  app  over  12  months,  2010  according  to  Dismo               App  store        Apple  Blackberry    Ovi  (Nokia)  Android     #  of  apps        300K                18K      130K      25K     Price  change         All  apps      -­‐12    -­‐24      +1      -­‐29     Top  100  apps    -­‐19    -­‐24      -­‐9      -­‐61     Source:  The  Dismo  report  (January  2011)        via:  mobiThinking      
  • 12. STM  Products  and  Processes   Journals   Archives   Books   Membership   Services   Databases   Publisher Connuing   Workflows   Educaon   Peer   Conferences   Review  
  • 13. Consumer/  Producer  Process   Publication of results Researcher in peer reviewed STM journal Presenting results in varoius conferences/ Funding through Publishing of proceedings an STM society Participation in Consuming literature various conferences and STM products Participation in the publishing process as a peer reviewer
  • 14. The  STM  Consumer   Consumer & reader Peer reviewer Author of a Participant & book speaker at conferences Author of Taking journal advantage of articles continuous education Member of a STM Receiving Member of an society research editorial board funding
  • 15. The  Holy  Grail!   Get  the  author  to  the  PDF    ASAP!  
  • 16. What  Highways  Are  You  Building  To  Your  PDFs?  
  • 17. One  Very  Powerful  Applicaon  
  • 18. And  what  about  SmartTV?  
  • 19. dotMobi  and  AKQA  Mobile  Survey   •  90% of 2,000 respondents now interested in learning about the mobile web •  50% respondents were unaware that there are mobile sites optimized for use on mobile phones and the vast majority – •  86% of participants - said they were interested in knowing which sites are easily accessible on a mobile phone •  50% respondents poor experience = "reluctant to access" either the site - or the Internet in general - on their mobile phones again. •  2% participants survey who purchased a phone in the past six months chose an iPhone. •  Poor site display and layout remain top reasons for mobile Web dissatisfaction •  2/3 participants stated that they would consider purchasing theater tickets, take-out food and travel tickets via a mobile phone. •  Finally, 63 percent of survey respondents said they would be more likely to give up their money than their mobile "smart phone" if they were mugged. Source http://mobithinking.com/best-practices/mobile-internet-usage-attitudes-study
  • 20. Best  Pracces   •  Mobile Web User Requirements are Different •  Mobile Search Engine Behaviors are Different •  Mobile Web User Activity is Different •  Building Your Mobile Site for SEO is Different Source: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices
  • 21. Best  Pracces   •  The three basic rules for mobile user experience: –  1.  test   –  2.  test   –  3.  test  again   •  Most mobile phones will struggle or fail to render (display) a desktop-oriented Website. •  Even on smartphones, most sites will give a much better user experience if the content is adapted to the device •  No matter how great a mobile device is, Web surfing can only ever be as good as the performance of the mobile network •  Consider the world’s top 25 sites rated by http://www.alexa.com/topsites Source: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices
  • 22. 22   What  Does  It  All  Mean?   •  To  be  relevant,  you  must  have  a  mobile   strategy   •  Mobile  is  another  driver  to  your  PDFs!   •  Be  agile,  consider  HTML  5   •  Choose  wisely  
  • 23. Thank  You!   Darrell  W.  Gunter   President  &  CEO   d.gunter@guntermediagroup.com   +1.973.454.3475