1. Going mobile: a long term view
Ivan Teage, Interactive Media Technical Manager

2. Who am I?
2002 > 2012
operator logos / ringtones / mobile games / premium SMS
WAP websites / apps / mobile web / HTML5 / mobile video
Many changes in
networks / devices / software
application / payment models / audiences

3. Many mobile opportunities
Digital services review
↓
↓
Mobile feasibility study

4. Feasibility conclusions
• Build a mobile website
• Build a mobile ticketing platform
• Focus on evergreen content
• Avoid apps without a sound business model
• Embed mobile thinking
• Invest in infrastructure

5. Mobile web – launches December 2011

6. Lessons from building the mobile web
• Work towards responsive design
• Think about multimedia compatibility
• Understand existing processes and integrations
• Don't double handle content
• Don't worry about every device
• Don't try and do everything at once
• Evaluate constantly

7. Augmented reality
Google indoor maps
Leafsnap UK
Mobile ticketing
Bugs Count
Evolution iPad app
Multimedia tour guides
In gallery mobile labels