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Camerjam public sector masterclass directgov

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Camerjam public sector masterclass directgov

  1. 1. Mobile Gill Elderfield
  2. 2. What the market is telling us “internet access via mobile is predicted to overtake internet access via a PC by 2014” Morgan Stanley, Internet Trends Report 2010 • 2009 – 8.5m mobile phone internet users (23% internet users) • 2011 – 17.6m mobile phone internet users (45% internet users) Ofcom 2011
  3. 3. Mobile friendly Mobile websites produce on average a 75% higher rate of engagement per visit (Omniture 2010) 1 in 5 visits to mobile websites result in call to business (DudaMobile 2011)
  4. 4. What is a mobile website? • Optimised for mobile experience • Takes account of native mobile features • Simple navigation
  5. 5. Why mobile is important to government? Accessibility – nearly 25% of internet searches are done on mobile (Google 2010). Smartphones becoming more affordable. Expectation – 73% UK smartphone users access mobile internet at least once a day (Initiative 2010) Relevance – mobile device is instant, always on and always with the user. Over 50% consumers use their smartphone primarily for personal reasons (Initiative 2010)
  6. 6. Directgov mobile user journey
  7. 7. Directgov mobile 1.7 million visits per month - 9% of Directgov central site traffic
  8. 8. Case study – job search Mobile browser experience
  9. 9. Case study – job search Mobile app experience
  10. 10. SMS: Health in Pregnancy Grant Campaign • sign up by email or text • text DUE and date to 83377 • receive reminder when grant can be claimed • promoted on the web and via leaflets distributed through GP practices and maternity clinics • 30,000 sign-ups in first three months of campaign – three times more than forecast
  11. 11. Banners
  12. 12. Other opportunities • SMS • QR codes • Augmented reality • NFC • Mobile payments
  13. 13. In summary: • Mobile should be a key element of the proposition • Mobile internet usage is increasing – now is the time to get involved • Important channel – make information available to the user when and how they want it

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