Will Russell Antony Williams Manager: Innovation VP of Strategic Innovation & Product Development RSC Worldwide Royal Society of Chemistry Williamsa@rsc.org Russellw@rsc.org @Chemconnector @ChemPub
Coming Up RSC’s Involvement in Mobile & Why 5 Different Apps with Different Development methods 3rd Party White Label Builder Existing Service Provider Building on Existing Development Bespoke Hybrid Development Combining with existing technologies Ahead
Who we are 1841, The Chemical Society -a time of great scientific progress 170 years later... Over 47,500 members worldwide Publishing business that spans the globe. Global network reach > 350,000 scientists Over 30 journals – UK impact factor 5.4 92% of subscribers outside of UK Worlds 2nd biggest publisher of Chemistry books Award winning tools like ChemSpider Second largest supporter of Chemistry Education - £2.5 million a year
Our Mobile Timeline 2010 Chemistry World mk 1 2010 Publishing Platform & ChemSpider mobile sites 2011 RSCMobile, ChemSpider and Chemistry World (mk 2) mobile apps 2012 ChemGoggles, RSC Mobile r2 2012 Device Independence (vision)
Why Mobile - ObjectivesCustomers Usage The world is multi-device – • Discoverability – no opportunity with new channels longer just SEO Best service to readers / authors • Print books being At the time 32,000 views a month replaced with eBook Readers Mobile/tablet sales overtaking desktop sales Innovate Expectation • Get into the space now – future usage • Utilise new opportunity A change in user behaviour – not just technology!
2: RSC Mobile Apps and Sites ChemGoggles Chemistry World 1 & 2 ChemSpider RSC Publishing Platform
ChemGoggles – latest appdevelopment - lets get exciting!
ChemGoggle Development How Utilising OSRA (Optical Structure Recognition Algorithm) and native camera Why Because it’s a great thing to do – early developments on Android allow us to gain feedback on what the community need. Next Can we use curation by users to train the algorithms to better recognize structure images?
1st Mobile App – ChemistryWorld 2010 (IOS) Online builder – Sweb Apps Why? Why not? Cost $39 a month Time – App 1-2 hours (not including design) ROI? – 2 downloads a day, discussions, mobile strategy and seeing the new world is in reach. Investment – minimal.
Chemistry World Mobile App 2 Why? Getting closer to the reader Discover new audiences Reader Demand Existing provider of page turning solution
Chemistry World as an Apprather than just a website“I feel that apps are able to replicate this in a way that a mobile-enhanced website can’t. The app feels luxurious, time-rich somehow, it makes you sit down, relax and enjoy the experience that is reading a good magazine. I use websites in a completely different way: to complete a task, to keep up to date, etc. All job or career-related activities so there is no time to relax!”
Development Alex Clark Antony Williams and Valery Tkachenko (ChemSpider) Based on existing structure Search application utilising a web service
Result Analytics not as important as people speaking positively at events and saying they have used it
Hybrid App (Native and Web) Challenge – one platform will not reach everyone! Mobile web pages in a wrapper Connection needed for new content Native to device functionality for offline Ability to develop for other platforms without starting again Utilise same MarkLogic technology as used on Publishing Platform Ease of support
Timeline ~ 4 months development Testing (willing volunteers!) Android followed very quickly
Reaction? “Great app! It makes it dead simple to be up-to-date with your research areas of interest. Easy to use, very flexible search, permits direct off-line saving of abstracts or papers, plus sharing your results with your colleagues (via e-mail, Facebook or Twitter) is just one-button away. A must for any chemist!” Martín Resano Ezcaray, University of Zaragoza, Spain
Authentication Wireless at institutions Tokens? PPV? Username/Password?
Constant Review Responsive / Progressive New Devices Apps / Discoverability eBook Readers HTML5 / ePub3 / PhoneGap Customer needs and capabilities have to come ahead of technologies RSC’s wealth of information
APIs Who will generate the most useful apps with your/our content? http://data.gov.uk/apps
Challenges Authentication New Devices / Number of Devices Functionality set on devices Testing on devices (availability) Supporting Devices / Staff training App Store approval On going future maintenance - more technologies than just a hosted website
App Approach Part of Digital Strategy – not separate What does it offer over a mobile website? Release on one platform first Limit initial approach on delivery – wait for customer info to prioritise What is being asked for, what works KPI / ROI / Analytics Free – drive usage Beyond CSS – consider user journey Review best technology implementation – not a mature strategy at this stage.
Separate “Mobile” websites maynot be scalable Tablet TV Glasses .. .. How many devices will we need to support? Thinking Responsive
Summary Current Implementation All website development – multi device Platform – Hybrid App – custom development ChemSpider – partnering with an expert enthusiast and trying out ideas Chemistry World – partnering with an organisation with bespoke dev on top of a white label platform Chemistry World MK 1 white label building tool
Conclusions Usage – it’s not as simple as reproducing the website How can you support others to build apps? For app development consider the impact of support Traditional channels still serve the highest usage We will never have such a long period with the same interface again – in two years we could be talking glasses as mainstream
Thank you! Antony Williams Will Russell firstname.lastname@example.org Russellw@rsc.org @ChemConnector @ChemPub http://about.me/russellwill Personal Blog: chemconnector.com SLIDES: www.slideshare.net/Ant