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Developing a Progressive Mobile Strategy

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My presentation given at HighEdWeb Rochester on June 27, 2011. It focuses on how universities should think about developing and building out their strategy for mobile devices. The future of mobile in higher ed is much larger than one app or one website. Numbers regarding adoption of mobile overall as well as at West Virginia University are included.

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Developing a Progressive Mobile Strategy

  1. Developing a Progressive Mobile Strategy dave olsen, wvu university relations - web @dmolsen
  2. programmer8.5 years at wvu2 years playing w/ mobile
  3. slideshare.net/dmolsenwvu
  4. from 30,000 feet and...
  5. ...2 years inthe making.
  6. What I’ll Talk About •Glossary of Terms •Why Mobile •A Progressive Strategy •Tools & Resources
  7. Glossary of Terms
  8. def. Native Apps an application developed to run natively on the targeted device. usually written in a device specific language like Objective-C or Java. delivered through app stores (for the most part).
  9. def. iOS the operating system that powers the iPhone, iPod Touch, iPad and Apple TV. Analogous to Android.
  10. def. Mobile Web & Desktop Web mobile web refers to browser-based access to the internet from mobile devices. desktop web is just my way of referring to non-mobile access.
  11. def. WebKit a layout engine that powers a number of popular mobile browsers including Mobile Safari. not all WebKit-based browsers are equal!
  12. def. Adaptive Web Design fluid layouts coupled with CSS3 media queries and JavaScript providing an alternate look & feel for content based on requesting device. synonymous with responsive web design.
  13. Sowhy
  14. 65% of 18-29 year olds have accessed the mobile internet from Pew Internet & American Life Project report, May 2010
  15. 23% of prospects searched a college site from a mobile devicefrom Noel Levitz E-Expectations report, July 2010
  16. Currently, 30% of US populationuses smartphones. By 2012, 50% of US population will use smartphones.from Asymco, December 2010
  17. TrueAnytime, Anywhere Access
  18. Smartphones are SUPER phones.
  19. So how ‘bout some numbers from WVU?
  20. 7-day Moving Average of Traffic to m.wvu.edu Chart 28000600040002000 0Aug 28, 2009 Oct 26, 2009 Dec 24, 2009 Feb 21, 2010 Apr 19, 2010 Jun 15, 2010 Aug 13, 2010 Oct 10, 2010 Dec 8, 2010 Feb 5, 2011 Apr 5, 2011 Jun 2, 2011
  21. Average Page Views per Day by Semester for m.wvu.edu60004500 300%+ increase in average traffic30001500 0 Fall 2009 Spring 2010 Fall 2010 Spring 2011 Average page views per day
  22. 7-day Moving Average of Traffic to m.wvu.edu Chart 28000 Start of Spring ’11 Start of Fall ’106000 Snowstorm4000Start of Spring ’102000 0Aug 28, 2009 Oct 26, 2009 Dec 24, 2009 Feb 21, 2010 Apr 19, 2010 Jun 15, 2010 Aug 13, 2010 Oct 10, 2010 Dec 8, 2010 Feb 5, 2011 Apr 5, 2011 Jun 2, 2011
  23. m.wvu.edu has had 2 million page views. Or 10% of the traffic our home page has had over the same time period.
  24. Android iOS 35% vs. 32%iPod Touch alone accounts for 10% of our traffic.
  25. and our mobile presence continues to grow...
  26. Strategy
  27. an iPhone app...
  28. an iPhone app...
  29. an iPhone app... ...a mobile website +
  30. an iPhone app... ...a mobile website +
  31. Does your school have just one website? Then why only one mobile solution?
  32. these are just the start... standalone adaptive designs mobile sitesnative apps mobile templates APIs
  33. Why? Because we have a lot of content.
  34. There Here
  35. Progressive Mobile Strategy
  36. It’s about realistically prioritizingmobile solutions for your institution.
  37. aProgressive Mobile Strategy has three parts....
  38. Audience Strategy
  39. Platform Strategy
  40. Again, the goal is to identify needs by reviewing audiences and content. Then, work one-by-one through the platform implementations.
  41. Audience Strategy
  42. The traditional higher education audiences... Current Students Faculty Staff Prospects Alumni Visitors Etc.
  43. Let’s constrain these audiences basedon what we know about mobile users.Note: not users that are mobile, users that are using mobile devices
  44. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  45. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  46. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  47. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  48. Urgent Now
  49. current student...Urgent Now
  50. I have a meeting. Where’s Allen Hall? current student... Urgent Now
  51. I have a meeting. Where’s Allen Hall?I need to call my professor about a late assignment... current student... Urgent Now
  52. I have a meeting. Where’s Allen Hall?I need to call my professor about a late assignment... current student... Urgent Now How do I reset my WiFi password?
  53. I have a meeting. Where’s Allen Hall?I need to call my professor about a late assignment... current student... Urgent Now How do I reset my WiFi password? When does the bus get here?
  54. Local Users95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011
  55. Short Timeframe88% of smartphone users took action on a search result within a day from Google’s “The Mobile Movement” report, April 2011
  56. Making Calls 61% of smartphone users ended upcalling a business based on their search. Tip: make your phone numbers clickable with tel: from Google’s “The Mobile Movement” report, April 2011
  57. Don’t Focus on “On the Go” 30% of smartphone users used the mobile internet from their couch. 90% used it from home. from Google’s “The Mobile Movement” report, April 2011
  58. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesDon’t Focus on “On the Go”
  59. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesDon’t Focus on “On the Go”
  60. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesDon’t Focus on “On the Go”
  61. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesDon’t Focus on “On the Go”
  62. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesDon’t Focus on “On the Go”
  63. Content Delivery is Secondary to Tangible UtilityMake sure your content is useful, damn it!
  64. Which is better?Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/
  65. Don’t Convert, CreateMobile can be transformative for yourcampus. Take full advantage of that.
  66. Localization is Intensified Find ways to take advantage of location- related information & relationships.
  67. Content Strategy Review Be able to answer, “What value will thetargeted audiences get from this content?”
  68. Platform Strategy
  69. an iPhone app... ...a mobile website vs.
  70. an iPhone app... ...a mobile website vs.
  71. The question is no longer, “Which do we develop for, native or mobile web?” but...
  72. “How do we develop solutions to handle both mobile web & native now as well as the devices of the future?”
  73. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  74. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  75. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  76. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  77. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  78. def. APIs stands for Application Programming Interface. APIs allow one program to talk to another program in an agreed-upon format to send & receive data.
  79. APIs are the infrastructure for your mobile initiatives... Create Once, Publish Everywhere
  80. PRT APIUpdate once. Publishes to: iOS App, Mobile Website, Student Portal, Transportation Website, & Twitter
  81. Feeding the Beast: Fostering an API Culture @ HighEdWeb Austin
  82. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  83. Mobile Web-Optimized Solutionsadaptive mobile standalonedesigns templates mobile sites
  84. Making the case for mobile web first.
  85. “Not every mobile device will have your app on it but every mobile device will have a browser.” - Jason Grigsby, @grigs
  86. 77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011
  87. remember thoseUrgent Now users?
  88. And all of our content?
  89. “Links don’t open apps.” - Jason Grigsby, @grigs
  90. 55% of users with an internet-enabledphone use it to check personal email. from Merkle’s “View from the Digital Inbox” report, January 2011
  91. Getting social?
  92. search + links = mobile web first
  93. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Adaptive Designs APIs
  94. Native apps will be driven by vendors.
  95. Native appsshould be transformative.
  96. Platform Strategy ReviewStart working on your infrastructure. Now. We have a lot of content & users expect access to it. There isn’t one mobile solution for higher education.
  97. Wrappingit all up...
  98. 1. Identify the audience.
  99. 2. Identify the content for that audience.
  100. 3. Implement platform solutions.
  101. Audience Content PlatformOn campus Contact Info Mobile Portal Admits Map Native AppsProspects Emergency Adaptive Design Alumni Calendar
  102. Don’t get stuck on platform.Focus on your targeted audiences & content. That’ll tell you which platform to use.
  103. ResourcesBlog & Higher Ed Mobile Directory dmolsen.com
  104. ResourcesHigher Ed Mobile Frameworks kurogo.orgmobilewebosp.pbworks.com mollyproject.org mwf.ucla.edu www.jasig.org/umobile
  105. Thanks,Bookshelf by dolmansaxlil Road to Ribblesdale by Luc BLego Toy by L D M Audience by batmooDictionary by Pim Fijneman Drupalcon by Mike GiffordMobile on Paper by morgamic Highway Lights by Spreng BenJapanese Subway Riders by Josh Liba Blackboard (pattern) by ParéeCall from Mountaintop by publicenergy Blackboard by Rainer EbertGirl on Stoop by ollipitkanen Tunnel by ÉoleStudent Recording Video by U. of Denver Christmas Present by kevindooleyStudent in Classroom by Bill Erickson Mud by Steve WallGrand Central Station by Chris Schoenbohm Superman T-Shirt by thelastminuteGlobe by Nick Aldwin Calendars by Duane MendozaFlickr by dsevilla Clouds by Francisco Martins
  106. and many thanks to Mr. Robertson for the snazzy device graphics...
  107. The End

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