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Mobile



Gill Elderfield
What the market is telling us

“internet access via
mobile is predicted to
overtake internet access
via a PC by 2014”
Morgan Stanley, Internet Trends Report 2010




                               • 2009 – 8.5m mobile phone internet users
                                 (23% internet users)
                               • 2011 – 17.6m mobile phone internet users
                                   (45% internet users)
                                     Ofcom 2011
Mobile friendly




Mobile websites produce on average a
75% higher rate of engagement per
visit (Omniture 2010)
1 in 5 visits to mobile websites result in call to business
(DudaMobile 2011)
What is a mobile website?
• Optimised for mobile experience
• Takes account of native mobile features
• Simple navigation
Why mobile is important
to government?



Accessibility – nearly 25% of internet searches are done on
mobile (Google 2010). Smartphones becoming more
affordable.
Expectation – 73% UK smartphone users access mobile
internet at least once a day (Initiative 2010)
Relevance – mobile device is instant, always on and always
with the user. Over 50% consumers use their smartphone
primarily for personal reasons (Initiative 2010)
Directgov mobile user journey
Directgov mobile




1.7 million visits per month - 9% of Directgov central site traffic
Case study – job search

Mobile browser experience
Case study – job search

Mobile app experience
SMS: Health in Pregnancy Grant Campaign
• sign up by email or
  text
• text DUE and date to
  83377
• receive reminder when
  grant can be claimed
• promoted on the web
  and via leaflets
  distributed through GP
  practices and
  maternity clinics
• 30,000 sign-ups in first
  three months of
  campaign – three
  times more than
  forecast
Banners
Other opportunities

•   SMS
•   QR codes
•   Augmented reality
•   NFC
•   Mobile payments
In summary:

• Mobile should be a key element of
  the proposition

• Mobile internet usage is increasing
  – now is the time to get involved

• Important channel – make
  information available to the user
  when and how they want it

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Camerjam public sector masterclass directgov

  • 2. What the market is telling us “internet access via mobile is predicted to overtake internet access via a PC by 2014” Morgan Stanley, Internet Trends Report 2010 • 2009 – 8.5m mobile phone internet users (23% internet users) • 2011 – 17.6m mobile phone internet users (45% internet users) Ofcom 2011
  • 3. Mobile friendly Mobile websites produce on average a 75% higher rate of engagement per visit (Omniture 2010) 1 in 5 visits to mobile websites result in call to business (DudaMobile 2011)
  • 4. What is a mobile website? • Optimised for mobile experience • Takes account of native mobile features • Simple navigation
  • 5. Why mobile is important to government? Accessibility – nearly 25% of internet searches are done on mobile (Google 2010). Smartphones becoming more affordable. Expectation – 73% UK smartphone users access mobile internet at least once a day (Initiative 2010) Relevance – mobile device is instant, always on and always with the user. Over 50% consumers use their smartphone primarily for personal reasons (Initiative 2010)
  • 7. Directgov mobile 1.7 million visits per month - 9% of Directgov central site traffic
  • 8. Case study – job search Mobile browser experience
  • 9. Case study – job search Mobile app experience
  • 10. SMS: Health in Pregnancy Grant Campaign • sign up by email or text • text DUE and date to 83377 • receive reminder when grant can be claimed • promoted on the web and via leaflets distributed through GP practices and maternity clinics • 30,000 sign-ups in first three months of campaign – three times more than forecast
  • 12. Other opportunities • SMS • QR codes • Augmented reality • NFC • Mobile payments
  • 13. In summary: • Mobile should be a key element of the proposition • Mobile internet usage is increasing – now is the time to get involved • Important channel – make information available to the user when and how they want it