Going Mobile: A Guide to Developing Great Apps for Scholarly Publishing

1. Going Mobile:
A Guide to Developing Great Apps for Scholarly Publishing
May 2, 2011
Darrell W. Gunter
Chief Commercial Officer

2. 2
Our Agenda For Today
• Primer / some questions
• Gartner’s Predictions for 2012
• Global Mobile Stats
• Smart Phone Stats
• What Does It All Mean?
• Conclusions!
Darrell W. Gunter
Chief Commercial Officer

3. 3
Some Key Questions?
• How many of you have a smart phone device?
• How many of you in the audience have an
iPad or similar device?
• How many of you have a mobile application in
place now?
• How many of you will have a mobile
application for next year?
Darrell W. Gunter
Chief Commercial Officer

4. The STM Consumer
Consumer
& reader Peer
reviewer
Author
of a Participant &
book speaker at
conferences
Author of Taking
journal advantage of
articles continuous
education
Member
of a STM Receiving Member of an
society research editorial board
funding
Darrell W. Gunter
Chief Commercial Officer

5. The Holy Grail!
Get the author to the PDF ASAP!
Darrell W. Gunter
Chief Commercial Officer

6. Gartner Identifies Top 10 Mobile
Applications for 2012
#1 Money Transfer
#2 Location-Based Services
#3 Mobile Search
#4 Mobile Browsing
#5 Mobile Health Monitoring
#6 Mobile Payment
#7 Near Field Communication Services
#8 Mobile Advertising
#9 Mobile Instant Messaging
#10 Mobile Music
Source: Gartner http://bit.ly/kLTy5s
Darrell W. Gunter
Chief Commercial Officer

7. 7
Key 2011 Global Mobile Stats
• 6,915,782,324 World Population
• 5.3 Billion Mobile Subscriptions
– 747.4 MM China
– 525.2 MM India
– 292.8 MM USA
• 1,388.2 Billion up 18.5% Global Shipments of
mobile devices
• 302.6 MM up 74.4% Smart Phones
Source: mobiThinking http://bit.ly/m7O0Mq
Darrell W. Gunter
Chief Commercial Officer

8. 8
Key 2011 Global Mobile Stats
• Both Gartner and IDC both agree that the
Android Operating System will represent
approximately 38% of the projected approximate
450 million unit sales
• Almost 1 in 5 mobile users have access to fast
mobile services (3G or better)
• US has overtaken Western Europe in unlimited
data plan
Source: mobiThinking http://bit.ly/m7O0Mq
Darrell W. Gunter
Chief Commercial Officer

9. 9
Mobile Behavior In US, Europe & Japan
Mobile behavior in United States, EU5 (UK, Germany, France, Spain and Italy) and Japan – October, November, December 2010
Percent of total mobile audience (Age 13+)
United States Europe Japan
Used connected media
(browser, app or download) 46.7% 41.1% 76.8%
Used browser 36.4% 28.8% 55.4%
Used application 34.4% 28.0% 53.3%
Used messaging
Sent text message 68.0% 82.7% 41.6%
Instant messaging 17.2% 14.2% 3.6%
Email 30.5% 22.2% 57.1%
Accessed entertainment/social media
Took photos 52.4% 57.5% 62.9%
Social networking or blog 24.7% 18.0% 19.3%
Played games 23.2% 25.3% 16.3%
Recorded video 20.2% 26.1% 15.8%
Listened to music 15.7% 25.0% 12.9%
Watched TV and/or video 5.6% 5.7% 22.8%
Accessed financial services
Bank accounts 11.4% 8.0% 7.0%
Financial news or stock quotes 10.2% 8.0% 16.5%
Accessed news, sports, weather, search, retail, travel, reference
News and information 39.5% 32.2% 57.6%
Weather reports 25.2% 16.4% 34.7%
Search 21.4% 14.9% 31.5%
Maps 17.8% 13.0% 17.1%
Sports news 15.8% 12.0% 18.2%
Restaurant info 10.0% 6.5% 9.7%
Traffic reports 8.4% 7.4% 14.0%
Classifieds 7.3% 4.8% 3.6%
Retail site 6.5% 5.2% 8.5%
Travel service 4.4% 4.6% 2.9%
Source: comScore MobiLens (Feb 2011) via: mobiThinking
Darrell W. Gunter
Chief Commercial Officer

10. 10
Mobile Apps Stats
Change in price of a download app over 12 months, 2010 according to Distimo
App store Apple Blackberry Ovi (Nokia) Android
# of apps 300K 18K 130K 25K
Price change All apps -12 -24 +1 -29
Top 100 apps -19 -24 -9 -61
Source: The Distimo report (January 2011) via: mobiThinking
Darrell W. Gunter
Chief Commercial Officer

11. 11
Smart Phone Stats
• Nielsen report that 31% of US mobile phone owners have a smartphone as of December 2010, and
expect smartphones to become the majority by the end of 2011. eMarketer predicts that
smartphone ownership will reach 43% of the US mobile population by 2015.
• According to figures for 2010 released by Gartner, smartphones accounted for 297 million (19%) of
the 1.6 billion mobile phones sold that year. That's 72.1% more smartphone sales than in 2009.
• The same company expects US sales of smartphones to grow from 67 million in 2010 to 95 million
in 2011, and become the highest-selling consumer electronic device category.
• For Q4 2010, the IDC Worldwide Quarterly Mobile Phone Tracker puts smartphone sales at 100.9
million, up some 87% over Q4 2009. They report total smartphone sales for 2010 as 302.6 million,
up around 74% on 2009.
• The Coda Research Consultancy predict global smartphone sales of some 2.5 billion over the 2010-
2015 period, and also suggest that mobile Internet use via smartphones will increase 50 fold by the
end of that period.
• Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012.
• Gartner expect over 500 million smartphones to sell in 2012.
Darrell W. Gunter
Chief Commercial Officer

12. 12
What Does It All Mean?
• To be relevant, you must have a mobile
strategy
• Mobile is another driver to your PDFs!
• Be agile, consider HTML 5
• Choose wisely
Darrell W. Gunter
Chief Commercial Officer

13. Conclusions
• Mobile technology is not going away
• Find a vendor and get started right away
• Don’t be ashamed to copy the best practices of others
• Assign a champion to the project
• Establish a performance dashboard to measure your success
(progress).
Darrell W. Gunter
Chief Commercial Officer