321 alexander kimmobilestrategy


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To remain viable in the publishing environment it is important for publishers stay current with evolving technology. To help publishers prepare for this new reality, SSP, in collaboration with the World Bank, presents an important full-day seminar on Digital Opportunities and Challenges. This two-part seminar explores the choices that choices publishers will have to make early in the process to enhance their return on investment as they transition to an evolving digital landscape, and presents practical examples of strategies for packaging & delivering content to different channels (not just mobile devices).

The morning session will provide an overview of the current market for electronic publishing with specific examples of business models used by a university press, a commercial publisher, and an association. The afternoon session will cover the various electronic readers, emerging mobile applications relevant to publishers, and digital rights management to include discussions on piracy and intellectual property. Together, both sessions will give a comprehensive overview of what is happening in the new digital arena.

Join us if you want to:
-Catch-up on the current state of digital transition
-Discuss emerging business models
-Examine the evolving digital devices and mobile applications used to disseminate content
-Gain insight on emerging piracy issues
This full day seminar will be invaluable to anyone interested in understanding the opportunities and challenges involved in delivering and marketing your content in a digital environment. This includes marketing coordinators, production managers, acquisitions editors, and senior management at small to medium-sized publishers of scholarly content currently in both book and journal form.

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321 alexander kimmobilestrategy

  1. 1. American Chemical SocietyMobile DevelopmentChallenges and StrategiesSSP Fall Seminar – Digital Opportunities and ChallengesNovember 11, 2009Alex KimManager, Web Product DevelopmentWeb Strategy & InnovationACS Publications pubs.acs.org
  2. 2. Overview• Challenges• Strategies• What ACS is doing – JACSβpubs.acs.org
  3. 3. Challengespubs.acs.org
  4. 4. Challenge #1: Authentication Recognized Institution us n mp io a i -F ’s c W ion ut s tit in Mobile Service Provider X Full Text Article Access Denied: I.P. Address not recognizedpubs.acs.org
  5. 5. Challenge #1: AuthenticationPossible Solutions?1. Make full text free via mobile app • Need to be careful that there isn’t a way to beat the system • Will it impact institutional usage and subscriptions?1. Create a new authentication model • Something like Shibboleth • Periodic binding of a device to an institution • Again, need to be careful that there isn’t a way to beat the system1. Digital Rights Management2. Hope for the best • Maybe institutions will widely adopt VPN solutions • Maybe a standard authentication methodology will emergepubs.acs.org
  6. 6. Challenge #2: Analytics• Most mobile usage will not be connected to a known entity• Even if mobile usage is from a known identity, depending on the approach you take and how things work on the back-end, it may be difficult to consolidate mobile usage into your existing analytics system. Can you stay COUNTER compliant?Solutions• IT creates back-end consolidation• Base your mobile delivery on the existing web platformpubs.acs.org
  7. 7. Challenge #3: Presentation/Behavior• Tables and equations• Multimedia – Audio/Video takes some work, but is definitely doable – Real challenges are things like 3D crystallographic structures• Other device constraints – Navigation scheme – Dynamic, JavaScript-driven features won’t work on many devicespubs.acs.org
  8. 8. Challenge #4: Keeping Up with Devices Android iPhone/iPod Touch BlackBerry Symbian (Nokia) NookPalm Pre/webOS FAKE!pubs.acs.org The new Apple iTablet Kindle
  9. 9. Challenge #4: Keeping Up with DevicesIs the iPhone/iPod Touch really the platform to target right now?• Well over 50 million iPhones and iPod Touches sold• Not the highest market share in terms of units sold (~15% of smartphones worldwide), but highest in terms of actual usage Published March, 2009 http://news.cnet.com/8301-13579_3-10184805-37.html
  10. 10. Strategypubs.acs.org
  11. 11. Three General Approaches (not mutually exclusive)A. Target “everyone” / Do it quickly Create mobile stylesheets alone • Development Environment: Same as website • Content: HTML is unchanged • Presentation/Behavior: Changed to fit mobile browserA. Target “everyone” / Do it better Create a separate mobile site or web apps • Development Environment: Same as website • Content: HTML is changed to suit mobile screens • Presentation/Behavior: Changed to fit mobile browserA. Target specific devices / Do it best Create mobile apps • Development Environment: Different from website and different between platforms • Content: Depends on the approach • Presentation/Behavior: Changed to fit the device’s user interfacepubs.acs.org
  12. 12. Create Mobile StylesheetsWhat is involved?• Make small edits to the metadata of your web pages• Mobile devices get recognized and are served a mobile-specific stylesheet• HTML remains unchangedBenefits Drawbacks+ Wide reach - Limited by the HTML that’s used on the+ Speed of deployment website+ Ease of deployment - May need to choose between:+ Ease of iteration • Reaching a wider audience with fewer+ Low cost features+ Low maintenance • Catering to a smaller audience with more featurespubs.acs.org
  13. 13. Create a Mobile Site or Web AppsWhat is involved?• Create a new system or sub-system for content delivery• Significant back-end development required• Create new templates and stylesheets specific to mobile delivery• May even want to have different stylesheets and templates for specific devicesBenefits Drawbacks+ Wide reach - Significant development+ Better user experience than - Higher cost stylesheets alone - Requires some maintenance+ More flexible for different - Limiting the audience a bit devicespubs.acs.org
  14. 14. Create Mobile AppsWhat is involved?• Develop device-specific applications• Significant back-end development required• More complex front-end development required as wellBenefits Drawbacks+ Potentially the best possible - May require higher cost than user experience mobile site creation+ Can be monetized in new - Limited to specific platforms ways - Requires proactive advertising, unlike the websitepubs.acs.org
  15. 15. flickrRegular Website• View pictures/video• Upload pictures/video• Organize sets and collections• Batch operations• Comments, Tagging, Geotagging• The list goes on...pubs.acs.org
  16. 16. flickrMobile Website• View photos/videos• No uploads• No organizing• Commenting, but no tagging• View pictures taken nearbypubs.acs.org
  17. 17. flickriPhone App• View photos/videos• Upload photos/videos• No organizing• Commenting, but no tagging• Can’t view pictures taken nearby• Actually a little bit harder to navigate than the mobile websitepubs.acs.org
  18. 18. Know Your Customers’ Needs• End user testing• Focus groups• Unsolicited feedback (Help Desk)pubs.acs.org
  19. 19. What is JACS Beta?• Testing ground for the ACS Publications website• A place to quickly test concepts and gain feedback from end userspubs.acs.org
  20. 20. Mobilize, Don’t Miniaturize “Mobile users operate in a very different usage context than PC users, and providing them with an experience customized to their needs is likely to be the best service you can offer to them.” Dominique Hazaël-Massieux “Return of the Mobile Stylesheet” A List Apart (alistapart.com)pubs.acs.org
  21. 21. JACS Beta Mobile TOC Assumption Users on mobile devices have a different goal than users on “normal” computers (desktops/laptops). We believe they primarily want to browse the latest research to stay up to date and not necessarily read entire articles while on the go. Limitation Unless users are connected via wi-fi on an institution’s campus, they are not IP- authenticated to access the full text of articles. Approach In this project we provide a way for users to easily browse through content, mark articles they are interested in reading the full text of, and then save those articles to a private repository.pubs.acs.org
  22. 22. Live Demo of Mobile TOC Project http://pubs.acs.org/jacsbeta/mobil e Primarily targets the most advanced mobile browsers found on the iPhone/iPod Touch, Palm Pre, and Android phones. Also works on any phone that has the free Opera Mini browser installed, though it’s not as nice of a user experience.pubs.acs.org
  23. 23. Step 1: Log In • Log in with ACS ID is required in order to get the full functionality • Allows you to attach articles to your profile via the Favorite Articles mechanism that exists on the sitepubs.acs.org
  24. 24. Step 2: Browse the TOC • Scroll down the page to view all of the articles • Abstracts are hidden by default, but can be shown by tapping on “View Abstract” linkpubs.acs.org
  25. 25. Step 3: Select Articles of Interest • Click the checkboxes of articles you are interested in reading the full text ofpubs.acs.org
  26. 26. Step 4: Add the Articles to Your List ofFavorites • After checking all of the articles you’re interested in, navigate to the top or bottom of the TOC, and click on the big blue button that reads “Add selected articles to list of Favorites”pubs.acs.org
  27. 27. Step 5: Articles Are Saved in Favorite ContentList • After clicking Save to Favorites button, you are taken to your Favorite Content list, and the beta project is complete. You are now on the normal ACS Publications website, which is not yet optimized for mobile display. • Now you can log in on a normal computer, go to your Favorite Content list, and view the full text of the selected articles. • Advantages of using your normal computer: – Easier to read – IP-authenticated – Ability to printpubs.acs.org
  28. 28. American Chemical SocietyThank YouAlex KimManager, Web Product DevelopmentWeb Strategy & InnovationACS Publications pubs.acs.org