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  • Directgov is the official website for citizens seeking information on public services from government. We aim to make government easier to access. We are probably unique, we work across every department, aiming to join up the services people consume into logical groupings for customers. We have around 80% customer satisfaction, 75% repeat visitors, with around 17-20m visits a month Directgov is in the top 50 UK websites, as well as regularly being the most visited government site. We deliver services across web, mobile and digital TV, utilising the right channel for the right audience, here we’re working with NHS to deliver cervical cancer vaccination reminders to teenagers.
  • Important not to just replicate web site - will work but poor user experience. User experience research Bite sized chunks Handset detection - correct size and format for handset Cope with ever expanding array or more sophisticated handsets Variety of content from lbs - jobs, nhs, blue badge - to travel, video, calculators, flat informal content. - govt content very dry so important to hold users attention lbs - sen text, handset located via the network (triangulates position based on strenght of signal between handset and masts) works better in heavily built up urban areas and returns nearest
  • Increase accessibility of government information to a wider audience Use of more innovative tools to help people access essential information easily and quickly Benefit from native features on handsets All information in apps is also available in browser version Cross promotion Links from app to mobile site Increase in iPhone and iPod Touch devices accessing Directgov mobile
  • nhs services search - postcode look up - dentists, Walk in centres etc - show on map - access directly from site or text .... to 84746 ( health s/code) - HOW DOES THIS WORK? Blue badge maps - parking, accessible toilets and petrol stations - colour coded maps showing parking restrictions from each borough Accessible information, easy to use, easy to find - important content for mobile - kind info need when on move
  • Different way to surface information about diffcult, hard to understand topics in more user friendly way. viral
  • Growth in sms volumes expected to continue 2.6 trillion worldwide 2007 5.5 trillion world wide 2013
  • In conjunction with HMRC - women entitled to £x grant due in 3rd trimester of pregnancy. Sign up by texting Due plus due date to 83377 - receive reminder when eligible to claim grant. RESULTS
  • Banner placement very important – higher CTR for placement on relevant channels
  • Copy of presentation gill

    1. 1. Mobile – how to engage with the customer Gill Elderfield, Head of Mobile, Directgov
    2. 2. The mobile market today <ul><li>“ ..not having a mobile presence nowadays is a bit like not having a web presence circa 1999/2000” </li></ul><ul><li>Thomas Husson, Senior Analyst, Forrester March 2009 </li></ul><ul><li>“ ..whatever you do, don’t lose sight of the rewards that the mass market will bring by thinking that the iPhone is the only game in town.” </li></ul><ul><li>Ray Anderson, CEO, Bango </li></ul>
    3. 3. Projected usage of mobile internet Source: Morgan Stanley 2010
    4. 4. What is Directgov? <ul><li>Directgov makes it easier for the citizen to access essential government information </li></ul><ul><li>Receives around 30 million visits a month </li></ul><ul><li>Is available over three channels – on web, TV and mobile </li></ul>
    5. 5. Directgov mobile <ul><li>Launched December 2005 </li></ul><ul><li>New site launched January 2010 </li></ul><ul><li> or text MOBILE to 83377 </li></ul><ul><li>Up to 250,000 unique visitors a month, up from 30,000 in September 2008 </li></ul><ul><li>1 million page impressions per month </li></ul><ul><li>Most popular content - live travel news and train times , job search and local searches </li></ul><ul><li>Most popular app – travel news </li></ul>
    6. 6. The Directgov mobile service – an overview <ul><li>Up to the minute public announcements </li></ul><ul><li>Location based searches </li></ul><ul><li>Maps </li></ul><ul><li>Linked telephone numbers </li></ul><ul><li>Video </li></ul><ul><li>SMS reminders </li></ul><ul><li>Apps </li></ul>29/06/10 12:07 PM Confidential Slide
    7. 7. Case study - travel information
    8. 8. Directgov travel news iPhone app
    9. 9. Case study – job search Text JOBS to 83377
    10. 10. Job search
    11. 11. Local Search
    12. 12. Campaigns – Talk to Frank
    13. 13. Video <ul><li>Information </li></ul><ul><li>Campaigns </li></ul><ul><li>Topical features </li></ul><ul><li>‘ How to’ guides </li></ul>
    14. 14. SMS <ul><li>Directgov shortcode – 83377 </li></ul><ul><ul><li>Cross channel promotion </li></ul></ul><ul><ul><li>Text Travel to 83377 </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>Text JOBS to 83377 </li></ul></ul>
    15. 15. <ul><li>sign up by email or text </li></ul><ul><li>text DUE and date to 83377 </li></ul><ul><li>receive reminder when grant can be claimed </li></ul><ul><li>promoted on the web and via leaflets distributed through GP practices and maternity clinics </li></ul><ul><li>30,000 sign-ups in first three months of campaign – three times more than forecast </li></ul>Health in Pregnancy Grant Campaign
    16. 16. Banners
    17. 17. Other opportunities for government <ul><li>QR codes </li></ul><ul><li>Wallpaper </li></ul><ul><li>Bluetooth </li></ul>
    18. 18. <ul><li>Mobile should be a key element of the proposition </li></ul><ul><li>Mobile internet usage is increasing – now is the time to get involved </li></ul><ul><li>Important channel – make information available to the user when and how they want it </li></ul>Conclusions
    19. 19. <ul><li>Thanks and any questions? </li></ul><ul><li>Check out Directgov on your mobile by texting </li></ul><ul><li>MOBILE to 83377 </li></ul>