SSP Fall Meeting Mobile Gunter Nov 2011

Content  and  Apps  for  Mobile  Devices:  Engaging  Users  in  the  Mobile  

Experience  

 Darrell  W.  Gunter  President  &  CEO  November  8,  2011  

Agenda  

•  Your  view  on  mobile  apps…  •  Some  key  stats  •  The  STM  consumer  &  publisher  •  Highways  to  your  content  •  Best  pracNces  •  GeOng  started  

Some  Key  QuesNons?  

•  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  applicaNon  in  place  now?  

•  How  many  of  you  will  have  a  mobile  applicaNon  for  next  year?  

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Gartner:  The  Top  Ten  Apps  

Source:  Gartner    hWp://bit.ly/kLTy5s  

                   Gartner  Top  10  Mobile  Apps  for  2012  

#1    Money  Transfer  #2    LocaNon-­‐Based  Services  #3    Mobile  Search  #4    Mobile  Browsing  #5    Mobile  Health  Monitoring  #6    Mobile  Payment  #7    Near  Field    CommunicaNon  Services  #8    Mobile  AdverNsing  #9    Mobile  Instant  Messaging  #10  Mobile  Music    Source:  Gartner    hWp://bit.ly/kLTy5s  

Key  2011  Global  Mobile  Stats  

•  6,915,782,324        World  PopulaNon    •  5.3  Billion        Mobile  SubscripNons  –  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  hWp://bit.ly/m7O0Mq  

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Key  2011  Global  Mobile  Stats  

•  Both  Gartner  and  IDC  both  agree  that  the  Android  OperaNng  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  beWer)  

•  US  has  overtaken  Western  Europe  in  unlimited  data  plan    Source:  mobiThinking  hWp://bit.ly/m7O0Mq  

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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  applicaNon    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  informa8on  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      

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Smart  Phone  Stats  •  Nielsen  –  31%  of  US  mobile  phone  have  smart  phone  –  eMarketer  predicts  smartphone  ownership  43%  of  US  populaNon  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  

Mobile  Apps  Stats  Change  in  price  of  a  download  app  over  12  months,  2010  according  to  Dis\mo      

       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  Dis\mo  report  (January  2011)        via:  mobiThinking      

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STM  Products  and  Processes  Journals  

Books  

Databases  

Workflows  

Conferences  Peer  Review  

Con\nuing  Educa\on  

Membership  Services  

Archives  

Publisher

Researcher

Funding through an STM society

Consuming literature and STM products

Participation in the publishing process as a peer reviewer

Participation in various conferences

Presenting results in varoius conferences/

Publishing of proceedings

Publication of results in peer reviewed

STM journal

Consumer/  Producer  Process  

The  STM  Consumer  

Author of a book

Member of a STM society

Author of journal articles

Receiving research funding

Consumer & reader Peer

reviewer

Participant & speaker at

conferences

Taking advantage of continuous education

Member of an editorial board

The  Holy  Grail!  

Get  the  author  to  the  PDF    ASAP!  

What  Highways  Are  You  Building  To  Your  PDFs?  

One  Very  Powerful  Applica\on  

And  what  about  SmartTV?  

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 http://mobithinking.com/best-practices/mobile-internet-usage-attitudes-study

Best  Prac\ces  •  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 Different

Source: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices

Best  Prac\ces  •  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 http://www.alexa.com/topsites

Source: mobiThinking- http://mobithinking.com/best-practices/mobile-seo-best-practices

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  

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Darrell  W.  Gunter  President  &  CEO  [email protected]  +1.973.454.3475  

Thank  You!