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390 2011 fallseminar_darrellgunter


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390 2011 fallseminar_darrellgunter

  1. 1. Content and Apps for Mobile Devices: Engaging Users in the Mobile Experience Darrell W. Gunter President & CEO November 8, 2011
  2. 2. Agenda• Your view on mobile apps…• Some key stats• The STM consumer & publisher• Highways to your content• Best practices• Getting started
  3. 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?
  4. 4. Gartner: The Top Ten AppsSource: Gartner
  5. 5. Gartner Top 10 Mobile Apps 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 MusicSource: Gartner
  6. 6. 6 Key 2011 Global Mobile Stats• 7 Billion 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 PhonesSource: mobiThinking
  7. 7. 7 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 planSource: mobiThinking
  8. 8. 8 Mobile Behavior In US, Europe & JapanMobile behavior in United States, EU5 (UK, Germany, France, Spain and Italy) and Japan – October, November, December 2010Percent of total mobile audience (Age 13+) United States Europe JapanUsed 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 messagingSent 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 mediaTook 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 servicesBank 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, referenceNews 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
  9. 9. Smart Phone Stats• Nielsen – 31% of US mobile phone have smart phone – eMarketer predicts smartphone ownership 43% of US population by 2015• Gartner – smartphones 19% of 1.6 billion sold – Growth 67 to 95 million in 2011, highest CED sales• The CODA Research Consultancy – Predict global smartphone sales of some 2.5 billion 2010- 2015 – Mobile Internet use via smartphones will increase 50 fold
  10. 10. 10 Mobile Apps StatsChange in price of a download app over 12 months, 2010 according to DistimoApp store Apple Blackberry Ovi (Nokia) Android# of apps 300K 18K 130K 25KPrice changeAll apps -12 -24 +1 -29Top 100 apps -19 -24 -9 -61Source: The Distimo report (January 2011)via: mobiThinking
  11. 11. STM Products and Processes Publisher
  12. 12. Consumer/ Producer Process Publication of results Researcher in peer reviewed STM journal Presenting results in varoius conferences/ Funding throughPublishing of proceedings an STM society Participation in Consuming literature various conferences and STM products Participation in the publishing process as a peer reviewer
  13. 13. The STM Consumer Consumer Consumer & reader & reader Peer Peer reviewer reviewer Author Author of a of a Participant & Participant & book book speaker at speaker at conferences conferencesAuthor of Author of Taking Taking journal journal advantage of advantage of articles articles continuous continuous education education Member Member of a STM of a STM Receiving Receiving Member of an Member of an society society research research editorial board editorial board funding funding
  14. 14. The Holy Grail!Get the author to the PDF ASAP!
  15. 15. What Highways Are You Building To Your PDFs?
  16. 16. One Very Powerful Application
  17. 17. And what about SmartTV?
  18. 18. dotMobi and AKQA Mobile Survey• 90% of 2,000 respondents now interested in learning about the mobile web• 50% respondents were unaware that there are mobile sites optimized for use on mobile phones and the vast majority –• 86% of participants - said they were interested in knowing which sites are easily accessible on a mobile phone• 50% respondents poor experience = "reluctant to access" either the site - or the Internet in general - on their mobile phones again.• 2% participants survey who purchased a phone in the past six months chose an iPhone.• Poor site display and layout remain top reasons for mobile Web dissatisfaction• 2/3 participants stated that they would consider purchasing theater tickets, take-out food and travel tickets via a mobile phone.• Finally, 63 percent of survey respondents said they would be more likely to give up their money than their mobile "smart phone" if they were mugged.Source
  19. 19. Best Practices• Mobile Web User Requirements are Different• Mobile Search Engine Behaviors are Different• Mobile Web User Activity is Different• Building Your Mobile Site for SEO is DifferentSource: mobiThinking-
  20. 20. Best Practices• The three basic rules for mobile user experience: – 1. test – 2. test – 3. test again• Most mobile phones will struggle or fail to render (display) a desktop-oriented Website.• Even on smartphones, most sites will give a much better user experience if the content is adapted to the device• No matter how great a mobile device is, Web surfing can only ever be as good as the performance of the mobile network• Consider the world’s top 25 sites rated by mobiThinking-
  21. 21. 21 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
  22. 22. Thank You!Darrell W. GunterPresident &