NHS.uk Digital Innovation and Syndication Strategy

September, 2009
Maitland Waters ––Digital Innovation and Syndication

Web: http://www.nhs.uk | Maitland Waters – maitland@symbioagency.com

Presentation Overview

 Maitland Waters background
 We live in a rapidly connecting world
 E-business continuum for digital marketing
 What is a Widget?
 Evolution of web connected apps. (widgets)
 Distribution and Platforms
 Examples of Widgets today
 Strategy for future development
 Insights and conclusions

Web: http://www.nhs.uk | Maitland Waters – maitland@symbioagency.com ©2009 Copyright Symbio Agency - All rights reserved

We live in a connected world


E-Business Continuum

NHS Choices
Value Relationship
Networks
E-Business
360 Degree Digital
Networks
Strategy
Large Consumer Portal
•CMSs
Savvy consumers
• Distributed
Authoring Widgets
Dynamic
• Workflow Gadgets
• Multi-lingual JavaScript badges
•Web Apps
support Social Networks
•Dynamic
Content •Patient control Mobile Devices
• Interactivity •User choice I-phone apps
Metrics Blackberry apps
• Personalization • Brands are
• Tracking processes and Comments/feedback
• Who is visiting? experiences Not A,B,C,but D: All of
• Improved
Static • What are •Consumer is king the above solutions
Performance
• Brochure Site visitors doing?
•Blog •Word of mouth
• Simple • Improved site Developer networks
•Forums •Choices Choices,
Presence metrics Crowd sourcing
•Registrations Choices!
• One-way

communication Time

Coming up next…

What is a Widget?


What is a Widget?

 The word 'widget' is a frequently used catch-all term for any kind
of gadget or gizmo that serves a specific function.

 Focused and targeted information or content: 360°
– when you need it
– where you need it
– on what ever device or platform you need it


What is a Widget?

 A web widget is a portable chunk of code that can be installed
and executed within any separate HTML-based web page. They
are derived from the idea of code reuse. Other terms used to
describe web widgets include: gadget, badge, tool, module, and
snippet.
– Web widgets usually but not always use DHTML, JavaScript, or
Adobe Flash.
– Widgets often take the form of on-screen tools (clocks, event
countdowns, auction-tickers, stock market tickers, flight arrival
information, daily weather etc).
 Downloaded widgets may also be downloadable applications to
desktop or mobile devices which look and act like traditional apps
but are implemented using web technologies including JavaScript,
HTML and CSS. Widgets use and depend on web APIs exposed
either by the browser or by a widget engines and SDK’s.
(Software Developer Dits) – Apple, RIM, Java ME etc


Coming up next…

Considerations and Goals


Considerations and Goals

 Before considering new widgets
we should evaluate and then
deploy applications according to
four criteria:
– the business case / content
– distribution model
– server-side application framework
– run-time environment

 One of the biggest challenges of
widget development is writing
multiple sets of computer code so
that a widget will be compatible
with multiple operating systems
and types of devices.


Download to Desktop/Mobile or Browser?

 Why choose a mobile or desktop downloadable Widget?
– The advantages of a desktop or mobile Widget include:
– Lives outside of the browser
– Access to local resources (PC/Mac/Mobile device native applications)
– Potential for offline (tube) use & background downloading
– Greater interaction with the rest of the system through standard
Desktop or Mobile interaction.

 Why choose a browser based Widget?
– Browsers are becoming ubiquitous and complying with Web standards.
– DHTML, XML, flash, CSS, JavaScript, JSON are converging as Web 2.0
– Broadband penetration is expanding rapidly
– Ease of development and implementation
– Desktop independent and no install required. (hot-desking, internet
café, shared computers)


Coming up next…

Evolution of the Widget


Evolution of the Widget (early days)

 Clickable Banners
– Tracked / animated

 Website Counters
– Reporting

 Clocks
– Head-ups display

 Event countdowns
 Auction-tickers
 Stock market tickers
 Instant Messenger
– Downloadable
website hits
– Buddy list used to be local
– Skype + AOL migrated to
online hosting of buddy lists
– Access from anywhere


AOL Instant Messenger – The Original

360°


Evolution of the Widget (Desktop)

 Apple (dashboard)

 Yahoo Widget Engine (Konfabulator)
– Widget Gallery (http:// Vista (2007) Live.com (2006)
widgets.yahoo.com/)

 Microsoft Gadgets
– Live.com (unsuccessful- MS early
version of igoogle) Lack of
documentation, difficult to
implement, small audience/interest)
– Vista Sidebar Gadgets

 iGoogle / Google Desktop
 Opera / Opera mini
 Open Social


Coming up next…

Distribution and Platforms


Distribution Options

 Desktop Options
– Mac
– Vista
– Windows XP/2000
– Linux

 Web Browser Based
– IE
– Firefox / Mozilla
– Google Chrome
– Safari
– Opera
IE FireFox Google Chrome Safari Opera

 Browser Add On’s
– Plug ins (can be intrusive
and slow your browser)

 Mobile devices
– Open source
– Closed / Secure
Blackberry iPhone Nokia N95 Google G1 HTC


Internet Web Browser Share


Browsers and Operating Systems

Source: W3 Counter


Mobile Platforms

Java 2 Platform, Micro Edition (J2ME).


Coming up next…

Widgets Examples


Apple Dashboard widgets


Widget Examples - Yahoo


Microsoft Vista Gadget Gallery


Widget / Gadget Development

 Yahoo Widget Gallery - 22,160 downloads in 6 weeks.
 Television New Zealand One News produces video feature
 TVNZ article – http://tvnz.co.nz/view/page/123456/695312/
 Video:
http://tvnz.co.nz/view/video_popup_windows_skin/695348
 National Business Review article – January 29th, 2007
 Microsoft hires Symbio Agency to design Gadget for Vista New
Zealand Launch: http://www.microsoft.com/nz/gadgets/
 2nd National Business Review article – April 5th, 2007
 Option 3 – Local political lobby group endorses the product:
http://www.option3.org.nz/
 The Channel Magazine – September 2006 (article on page 4)
 Scoop Independent News:
http://www.scoop.co.nz/stories/BU0604/S00097.htm
 Vista Gadget downloads – 250,000+ downloads (750 a
month ongoing)
 Facebook application designed and implemented


Google Desktop vs iGoogle Gadgets


NHS Choices iGoogle Gadget Prototype


Drag and Drop Widget Portal (flash)


BBC Widget Based Homepage


Pregnancy Desktop Widget (Adobe Air)


Fitness Widget


Stop Smoking Widget


Alcohol Calculator


A New Generation: “Generation Skip”

 Observation:

 There is a group of people who are skipping the desktop and
laptop and going direct to Mobile devices like:
– iPhone
– Smart Phones (Blackberry, Nokia, etc)
– iPod (wifi)
– iTouch
– Tablets
– Netbooks
– E-Readers – Web connected (Kindle / wifi)


Coming up next…

Mobile and the App Store
Explosion


Communities and the app store explosion!

Apps are selling handsets
Handsets are selling apps


Apple App Store

The popularity of the App Store is easy to measure. In a little
more than 13 months, Apple has seen more than 1.5 billion
programs downloaded. Developers love it too: They've written
roughly 60,000 programs to sell through it, according to several
estimates. (source WSJ)

Google Android Market

Slow uptake..,
but
Chrome to be
bundled with
Sony Vaio –
Chrome to
become an
Operating
System


Blackberry App Store

Blackberry now
outselling
iPhone in the
US and more
popular for
corporate /
enterprise.
More secure
and easier to
manage by IT
dept.


O2 Litmus App Store

£10,000 reward
Developers will
have better
ideas and can
often move
faster than O2.


Palm Pre App Store (coming in Sept)

 WebOS

 Palm webOS is a smartphone
platform, powered by Linux, and
developed by Palm. The Palm Pre
smartphone is the first device to launch
with webOS, and both were introduced
to the public at the
Consumer Electronics Show in
Las Vegas on January 8, 2009). The
Palm Pre and webOS were released on
June 6, 2009). The webOS features
significant online social network and
Web 2.0 integration


Nokia App Store

 Nokia Symbian
OS applications
 Java ME


Samsung App Store


Vodafone Widget Store


Orange App Store


Mobile Widget Summary


Widget aggregators

 Handango (white label solutions)
 Qualcomm’s Plaza Retail (coming soon)


Coming up next…

Gaming Consoles


Gaming Consoles


Coming up next…

NHS Choices Widget Strategy


Syndication, Development and Distribution

“Build once, deploy to many”

NHS Choices Widget Development process includes 5 phases:
Define Dream Design Develop Deliver
Understand Rough Refine and Build and Delivery
the business sketches, tighten implement of digital
goals of the blue sky designs. creative and assets.
widget. ideas and technology
creative Content Launch.
thinking. Adapt for
Design multi – Review
Mock ups interface platforms, and
Wire frames Re-skin able devices and measurem
User White Label browsers ent.
Experience version.

Phase I Phase II Phase III Phase IV Phase V

360° Digital Strategy and Distribution: Anytime, Anywhere, Any Device =


Widget Builder and White Label Companies

 Companies are
creating drag and
drop tools for
creating widgets.
 White Label
solutions for
corporations.
 Widget
Frameworks which
run on any
platform, browser
or device.


Conclusions and Insight

 The web is fragmenting (social networks, trusted sources, micro sites)
 Widget’s deliver targeted content when and where you need it.
 We need more NHC Choices Widgets.
– Build 360°
– Buy
– Partner
– Distribute
 Trend towards thin client / cloud computing (Google / Chrome)
 Mobile and Desktop widgets and gadgets moving to universal formats.
 Handset and mobile service providers developing app stores (to increase
sales, data usage and revenue from paid apps)
– Heavy adoption of smart phones / devices for the app
 “Build once, deploy to many” is our mantra!
 NHS Choices to embrace the developer community. Extend our data.
 Initiate discussions with Widget development platform companies
 Continue to exploit web browser ubiquity – Browser bases widgets can be
complex and universal. (tools, widgets, badges etc)
 Review “The Team” for an integrated and repeatable development process
 Become an aggregator of excellent widgets in healthcare.
 R+D – keep on the radar: Gaming consoles, Interactive TV, Mobile


Ideas

 Partner with the Gov.direct and BusinessLink
 http://innovate.direct.gov.uk/ (establish health presence)
 http://www.showusabetterway.co.uk/call/about.html (£20k)
 48 Hour “NHS Choices Widget Tweak-end”
 Work with students (they have the time and desire)
 University Road Show
 Internship Program
 Prize / Giveaway for best widget
 Approach developers who have already built NHS widgets


Next Steps

 Identify 9 concepts then 6 refined to 3 widgets which meet our
criteria
– Mums and parenting?
– Diabetes?
– Change for life?
 Coordinate with the DH Campaigns team
 Identify internal and external resources
 Assemble project teams / timelines and milestones
 Design, Develop and Deploy 3 “World Class Widgets” in Q4 2009
+ Q1 2010.


Thank You

Maitland Waters

Digital Distribution, Syndication and Innovation
NHS Choices

 maitland@symbioagency.com


NHS.uk Digital Innovation and Syndication Strategy

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