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Beyond the iPhone: Delivering Mobile Content & Services

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This presentation was given on November 12, 2009 at Stamats SIMTech in Boston, MA. Hopefully from the talk users understand why their higher ed institution may want to explore and deploy a mobile solution, some tips for developing their mobile strategy based on our experience, and then an overview, with links to solutions, from WVU's mobile ecosystem.

I'm really hoping all the notes associated with each slide are also available for you guys :)

Published in: Technology, Business

Beyond the iPhone: Delivering Mobile Content & Services

  1. 1. Beyond the iPhone Delivering Mobile Content & Services Dave Olsen, WVU University Relations/Web
  2. 2. My Background • Seven years at West Virginia University • Work for University Relations/Web • Programmer/Project Manager • PHP & Ruby on Rails • iPhone User
  3. 3. The Talk • The Why of Mobile • Tips for Developing a Mobile Strategy • WVU’s Mobile Ecosystem
  4. 4. Why Mobile? 276,000,000 that’s a really big number
  5. 5. Why Mobile? Mobile Internet Usage is Growing 1 in 5 Americans use mobile internet in a typical day
  6. 6. Why Mobile? SMS Usage is Growing 4.1 billion text messages a day
  7. 7. Why Mobile? Anytime, Anywhere Access mobile access to information empowers your students, faculty & staff
  8. 8. Why Mobile? The Lines are Blurring traditional computing vs traditional mobile
  9. 9. Why Mobile? It’s Easier Than You Think and cheaper too!
  10. 10. Types of Mobile Solutions • SMS/Short Codes/Text Messaging • Mobile Web • Mobile Websites • Mobile Web Applications • Mobile Web Widgets • Native Applications
  11. 11. Buy This Book Mobile Design and Development by Brian Fling O’Reilly 2009
  12. 12. Developing a Strategy: Tip #1 Don’t Convert, Create it’s an opportunity
  13. 13. Developing a Strategy: Tip #2 Focus on Context, Goals, & Needs task, locale, informative
  14. 14. Developing a Strategy: Tip #2 Our Top 5 Mobile Web Sections by Total Use 10000 7500 5000 2500 0 Athletics Calendar People Map News
  15. 15. Developing a Strategy: Tip #2 “Content delivery is secondary to tangible utility.”
  16. 16. Developing a Strategy: Tip #3 You Can’t Support Everything create device families
  17. 17. Developing a Strategy: Tip #3 How We Organize Phone Types Feature iPhones Phones Smartphones
  18. 18. Developing a Strategy: Tip #4 Keep it Simple keep it manageable
  19. 19. Keep These Qs in Mind • Who are your users? What type of behavior can we predict about them? • When will they interact? Will they have time while waiting for the bus or will they use your site during a football game? • Why will they use your service? What value will they gain from your content & services?
  20. 20. WVU’s Mobile Ecosystem
  21. 21. WVU’s Mobile Ecosystem Twitter
  22. 22. Why Twitter Mobile Reporting easy-to-use tools
  23. 23. Pros of Twitter • Easy to set-up • Lots of clients on many devices • Lots of 3rd party services • Easy to embed into web pages
  24. 24. Cons of Twitter • Training users unfamiliar with Twitter • Can fall flat if not regularly used • Expectation of interaction
  25. 25. inauguration09
  26. 26. twitter.wvu.edu
  27. 27. Resources • Twitter API - apiwiki.twitter.com • Twitter.js - bit.ly/nlx0 • NC State - twitter.ncsu.edu
  28. 28. WVU’s Mobile Ecosystem SMS Twitter
  29. 29. Why SMS Primary: Emergency Notices Secondary: Experimentation
  30. 30. Pros of SMS • Ubiquity • Works on any mobile device nearly instantaneously • Can be incorporated into any web or mobile app • Can be simple & cheap to set-up & manage
  31. 31. Cons of SMS • They’re limited to 160 characters • The provide a limited text-based experience • They can be very expensive and complicated to setup & manage.
  32. 32. WVU SMS • “WVU Alert” using e2campus • Interactive Keywords via TextMarks.com: • APPSTATUS • WVUDIR • WVU
  33. 33. About TextMarks • Uses the shortcode, 41411 • You select a “keyword” • Ad-supported. Can pay to remove them. • Prices start at $10 per month • Requests can be forwarded to web pages • Keeps state so it can be interactive
  34. 34. WVU SMS Usage • 8,600+ users signed up for WVU Alert • 300+ votes for the poster session • 4,200+ uses of APPSTATUS • 1,800+ since Sept. 15th.
  35. 35. WVU SMS Usage Moving Average, Dec. 15, 2008 to Nov. 2, 2009 for APPSTATUS 50.0 37.5 25.0 12.5 0 Dec 21, 2008 Jan 13, 2009 Feb 6, 2009 Mar 2, 2009 Mar 26, 2009 Apr 19, 2009 May 13, 2009 Jun 6, 2009 Jun 30, 2009 Jul 24, 2009 Aug 17, 2009 Sep 10, 2009 Oct 4, 2009 Oct 28, 2009
  36. 36. Resources • TextMarks - www.textmarks.com • Neustar - www.neustar.biz • mBlox - www.mblox.com
  37. 37. WVU’s Mobile Ecosystem Twitter SMS Mobile Web
  38. 38. Why Mobile Web Non-discrimination deliver a solution for everyone
  39. 39. Pros of Mobile Web • Relatively easy to create, maintain, & publish • Same tools you’re used to • Ubiquity • Can sometimes access hardware (e.g. GPS)
  40. 40. Cons of Mobile Web • Difficult to support across multiple devices • Older handsets offer a limited experience • Slow loading pages due to network limits • Can’t support all the features you’d have with a native app (e.g. offline access, camera)
  41. 41. Lessons Learned • iPhone/iPod is by far #1 on the mobile web • Redirect, Redirect, Redirect • Tasks/Tools Trump Canned Information • Give it Time
  42. 42. Types of Content • Informative • Emergency Information • Campus News • Locale • Campus Map • Utility/Productivity • Events Calendar • People Directory
  43. 43. WVU Mobile Web • Based on MIT Mobile Web • Optimized for “families” of devices using device targeting/ adaptation • Launched August 31, 2009 • 100,000+ pageviews • Preview: m.wvu.edu
  44. 44. WVU Mobile Web • Utilizes a number of Google APIs for content • Supports LDAP & RSS • Technical Requirements: PHP 5.1+, SQLite3, Apache 2 • Code: mobiweb.pbworks.com
  45. 45. Current Content • Athletics/Game Day Information • Campus Map with Facility Hours • Campus News • Emergency Information & Phone Numbers • Events Calendar • People Directory • WVU on YouTube
  46. 46. Athletics • Uses the events from the athletics category in our campus calendar • Links to information on our athletics mobile web site • Most popular section
  47. 47. Campus Map • iPhones use regular Google Maps API • Smartphones & feature phones use Google Static Maps API • Currently our only dynamic map solution on campus • Browse by building name, code, type or by campus
  48. 48. Campus News • Integrates with news sources around campus via RSS • Feature news from WVU Today, Health Sciences, and OIT • Link to campus paper & athletics site
  49. 49. Emergency Info • Integrates with e2campus via RSS • Clicking phone number launches dialer • Includes phone numbers for schools & colleges as well as dorms
  50. 50. Events Calendar • Integrates with campus calendar using .ics updates into Google Calendar • Individual calendars are actually categories from our campus calendar • Search uses Google Calendar API
  51. 51. People Directory • Integrates with our campus LDAP system • The LDAP library is also used for the directory search in WVU SMS • Can email vCards from results page
  52. 52. WVU on YouTube • Integrates with our campus YouTube account using the YouTube API • Not very popular
  53. 53. Mobile Web Usage Total Pageviews based on System Numbers 3000 2250 1500 750 0 8/31 9/2 9/4 9/6 9/8 9/10 9/12 9/14 9/16 9/18 9/20 9/22 9/24 9/26 9/28 9/30
  54. 54. Mobile Web Usage Our Top 5 Mobile Web Sections by Total Use 10000 7500 5000 2500 0 Athletics Calendar People Map News
  55. 55. Mobile Web Usage Phone Usage based on System Numbers 4% 3% 16% iPhone/iPod Smartphones Feature Phones Computers 78%
  56. 56. Mobile Web Usage iPod vs iPhone based on Google Analytics 39% iPod iPhone 61%
  57. 57. Mobile Web Usage Visitor Loyalty based on Google Analytics 32% 1 time 2 or more times 68%
  58. 58. Mobile Web Usage Visitor Loyalty based on Google Analytics 0% 2% 6% 16% 2 times 12% 3 times 4 times 10% 5-8 times 9-14 times 14% 7% 15-25 times 26-50 times 51-100 times 15% 18% 101-200 201+
  59. 59. WVU’s Mobile Ecosystem Twitter SMS Mobile iWVU Web
  60. 60. Pros of iPhone App • Going to offer the best user experience • Can take real advantage of the hardware • Can be straightforward to build especially if using something like PhoneGap + jQTouch to build app in HTML + JavaScript
  61. 61. Cons of iPhone App • Only supporting one platform • If developing in Objective C may need time to learn language & Cocoa framework • Need to rely on Apple for distribution & they can be bizarrely arbitrary
  62. 62. iWVU • Built by student & released in August 2009 • Uses Objective-C • 4,000+ downloads • 200,000+ pageviews according to AdMob • Open sourced: github.com/jaredcrawford
  63. 63. WVU’s Mobile Ecosystem Twitter SMS Mobile iWVU Web
  64. 64. General Resources • Mobile Design & Development by Brian Fling (O’Reilly, 2009) • Twitter.js - http://bit.ly/nlx0 • TextMarks.com - http://www.textmarks.com/ • Poll Everywhere - http://www.polleverywhere.com/ • Mobile Web - http://mobiweb.pbworks.com/ • jQTouch - http://www.jqtouch.com/ • PhoneGap - http://phonegap.com/
  65. 65. Questions & Comments • Let me know what you think! • dmolsen@gmail.com • twitter.com/dmolsen/

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