Overview of the mobile industry and STM publishing

1. Content
and
Apps
for
Mobile
Devices:
Engaging
Users
in
the
Mobile
Experience
Darrell
W.
Gunter
President
&
CEO
November
8,
2011

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

3. 3
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?

5. Gartner:
The
Top
Ten
Apps
Source:
Gartner
hWp://bit.ly/kLTy5s

6.
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

7. 7
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

8. 8
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

9. 9
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

10. 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

11. 11
Mobile
Apps
Stats
Change
in
price
of
a
download
app
over
12
months,
2010
according
to
Dismo
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
Dismo
report
(January
2011)
via:
mobiThinking

12. STM
Products
and
Processes
Journals
Archives
Books
Membership
Services
Databases
Publisher
Connuing
Workflows
Educaon
Peer
Conferences
Review

13. Consumer/
Producer
Process
Publication of results Researcher
in peer reviewed
STM journal
Presenting results
in varoius conferences/ Funding through
Publishing of proceedings
an STM society
Participation in Consuming literature
various conferences
and STM products
Participation in the publishing process
as a peer reviewer

14. The
STM
Consumer
Consumer
& reader Peer
reviewer
Author
of a Participant &
book speaker at
conferences
Author of Taking
journal advantage of
articles continuous
education
Member
of a STM Receiving Member of an
society research editorial board
funding

15. The
Holy
Grail!
Get
the
author
to
the
PDF
ASAP!

16. What
Highways
Are
You
Building
To
Your
PDFs?

17. One
Very
Powerful
Applicaon

18. And
what
about
SmartTV?

19. 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

20. Best
Pracces
• 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

21. Best
Pracces
• 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

22. 22
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

23. Thank
You!
Darrell
W.
Gunter
President
&
CEO
d.gunter@guntermediagroup.com
+1.973.454.3475