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Overview of the mobile industry and STM publishing
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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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