VICTORIAN TOURISM CONFERENCE 2010
Simon LockUniversity of Ballarat
Are you Smart Phone
savvy?
Are you Smart Phone savvy?
• What is a smart phone?• What is the mobile web?• Who is using the mobile web?• Advantages and Disadvantages of the Mobile
Web.• Mobile Applications.• What should be on a mobile website?• Why is this important?• What should I do now?
What is a smart phone?
Adapted from Vrolix, T. (2010).
It’s called a “smartphone” for a reason
Sound
GPS
Data
Imagery
Location
Internet
Wireless
Video
Speed
Shake Connection
Light
Music
Monitor
Compass
App’s
What is a smart phone?
• A mobile phone that has access to the general internet and email.
• First ‘smart phone’ was invented in the early 90’s.
• Smart phones have become user friendly and support applications.
Flickr - aresjoberg
172.4 million were sold worldwide
in 2009.
41.1% increase from 2008
(Gartner, 2010).
Apple iPhone - 2007
Flickr - Maddito
Flickr - JD Hancock
There have been over
50 Million iPhone & iPod touch sales worldwide.(Apple Inc, 2009)
Why iPhone?
• Multi-Touch• User Friendly• Applications / App Store• Full Web Access
By 2013, 80%
of all mobile devices will be
TOUCHSCREEN(Garter, 2010)
Frickr - .Flipflip
What is the mobile web?
• A general term used for websites designed for viewing on a mobile device.
• Opposed to website design to be view on a computer screen (Desktop Web).
Mobile Web Growth (global)
Mobile Web Use by Manufacturer (global)
Top Mobile Web Requests from mobile devices, March 2010 (Australia)
(Admob, 2010)
Australian Usage Statistics
• 77% use their mobile phone for a purpose other than voice and SMS.
• 56% used their mobile phones to get information at least once per month.
• 21% visit a website on their mobile phone at least once per day.
• 25% perform search on their mobile phone at least once per week.
• 36% use email on their mobile phone in their past 12 months.
(AIMIA, 2009)
Information Search Rankings
1. Weather - 82%2. News - 80%3. Location - 62%4. Sport - 52%5. Movie - 51%6. Entertainment News - 50% 7. Restaurant / café - 44%8. Events Listings - 39%9. Financial - 37%10. TV guides - 37%
(AIMIA, 2009)
Mobile Device Share of Total Web Consumption
More people will access the
MOBILE WEB than the
DESKTOP WEB in
2013(Gartner)
2015(Morgan Stanley)
Adapted from Vrolix, T. (2010).
Young (16-34)AffluentUrban DwellingProfessional
Strong growth in the 35 – 55 year old market
Flickr - ideum
The Repeat Visitor
Flickr - _zand
The “Urgent Now!” Visitor
Fickr - rhonapalooza
Problems with the Mobile Web
• Awkward input
• Download Delays
• Mis-designed sites
• Small Screens
• Expensive Data Plans(Nelson, 2009)
(in pixels)
128 x 160
Advantages of the Mobile Web
• Location, Location, Location.• Real-time.
Who’s doing...NOW?Where can I... NOW?
Where is...NOW?
Mobile Applications
Flickr – Steve Rhodes
Mobile App’s
• Individual programs that can be downloaded and installed onto a mobile device and specially are specially designed for the use of touch.
• Many newer handsets have this ability.
• Apple have been the most successful.• Apple hold 99.4% of the application market.
(Gartner, 2010)
Many applications have been designed for tourists
Mobile App’s
• Advantages– Flexible– Link to other features of the phone– Can link to your business website
• Disadvantages– Not accessible by everyone– Hard to update
Mobile App’s
Gartner Mobile App Store Predictions
(in Billions)
2009 2010 2013
Downloads 2.5 4.5 21.6
Revenue $4.2 $6.8 $29.5
What should be on a mobile tourism website or app?
• Publish minimal Information.
• Make the information highly relevant to your customers.
• Images are still very important.
• Always include a link back to your full website.
Why is this important to my business?
Huge Growth is Expected!– Predicted to overtake desktop web consumption.
• Large Operators are already implementing this.
• Unique Marketing Opportunity.
• Gain a Competitive Advantage.
How much will this cost?
• Costs vary substantially.
• The more you add, the greater the cost.
• Higher cost for application development.
What should I do now?
• Consider your customers.
• Explore the web using a mobile/iphone.
• Mobile Website Vs Application Vs Both.
• Talk to your web designer.
Conclusion
• Mobile Web Vs Mobile App’s.– Mobile Web is located on the internet.– Mobile App’s are located on the device.
• The Mobile Web is growing fast.
• Problems exist with viewing normal website on mobile devices.
ReferencesAdMob. (2009). AdMob Mobile Metrics Report - Southeast Asia. admob.
Apple Inc. (2009, September 28). Apple’s App Store Downloads Top Two Billion. Retrieved May 11, 2010, from Apple: http://www.apple.com/pr/library/2009/09/28appstore.html
Australian Interactive Media Industry Association. (2009). Australian Mobile Phone Lifestyle index - 5th Edition. Australian Interactive Media Industry Association (AIMIA).
Foresman, C. (2010, January 18). Apple responsible for 99.4% of mobile app sales in 2009 (Updated). Retrieved May 11, 2010, from Ars Technica: http://arstechnica.com/apple/news/2010/01/apple-responsible-for-994-of-mobile-app-sales-in-2009.ars
Gartner. (2010, February 23). Gartner Says Worldwide Mobile Phone Sales to End Users Grew 8 Per Cent in Fourth Quarter 2009; Market Remained Flat in 2009. Retrieved March 1, 2010, from Gartner: http://www.gartner.com/it/page.jsp?id=1306513
Gartner. (2010, January 14). Gartner's Top Predictions, 2010. Retrieved May 11, 2010, from Gartner: http://www.gartner.com/it/content/1260200/1260221/january_14_top_predictions_2010bgammage.pdf
Morgan Stanley. (2009, December). The Mobile Internet Report. Retrieved May 11, 2010, from Morgan Stanley: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
Nielsen, J. (2009, July 20). Mobile Usability. Retrieved May 11, 2010, from Useit: http://www.useit.com/alertbox/mobile-usability.html
Quantcast. (2009). Mobile Web Trends Report. Retrieved May 11, 2010, from http://www.quantcast.com/info/mobile2009
Vrolix, T. (2010). 10 reasons why now is the perfect time to get started with the mobile web, Retrieved 4 th May 2010 from http://www.slideshare.net/tijs/10-reasons-why-now-is-the-perfect-time-to-get-started-with-the-mobile-web