WHY MOBILE?
Transcription
WHY MOBILE?
PUBLISHING IN NEW PLATFORMS THE MOBILE EXAMPLE RUI PACHECO | PORTO EDITORA | PORTUGAL WHY MOBILE? “In fact, the low cost of mobile devices relative to computers, particularly combined with the high cost of laying cable to remote villages, means that the mobile phone is becoming the predominant mechanism to access information. Thus desktop users will soon be a subset of mobile users.” Source: Designing the Mobile User Interface, Barbara Ballard WHY MOBILE? 24/7 near you. A recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones. Source: http://googleblog.blogspot.com WHY MOBILE? Mobile phones are a very powerful, always connected, sensor-rich device. Your mobile phone is probably ten times more powerful than the PC you had 10 years ago. Source: http://googleblog.blogspot.com THE MOBILE ECOSYSTEM “We should bear in mind that a great many people will have their first Internet experience with a mobile device, in places where laptops or PC’s are too costly or impractical (...) The first experience of connecting to the Internet for the next billion people will be very different from the experience of the first billion.” Olli-Pekka Kallasvuo, NOKIA president and CEO (Finland), Mobile World Congress, Barcelona, 2008 THE MOBILE ECOSYSTEM Operating systems usage |December 08 THE MOBILE ECOSYSTEM Western Europe handset manufacturer and OS share|January 09 THE MOBILE ECOSYSTEM Smartphone traffic in Western Europe |September 08 MOBILE FACTS AND FIGURES 3.3 billion Mobile service subscriptions 6.7 billion 1st billion in 20 years World population 2st billion in 4 years 3st billion in 2 years Sources: International Telecommunications Union (ITU); Wireless Intelligence MOBILE FACTS AND FIGURES Mobile Service Subscriptions by Geography China W. Europe Lat. America 600 million 440 million 375 million 50% penetration 110% penetration 66% penetration Africa India USA 300 million 290 million 260 million 30% penetration 26% penetration 85% penetration 500 million by 2010 50% of children under 18 Sources: Morgan Stanley Research; Wikipedia MOBILE FACTS AND FIGURES Mobile data traffic increased 19% Mobile voice traffic increased 7% Vittorio Colao, Vodafone CEO (UK), Mobile World Congress, Barcelona, 2009 MOBILE FACTS AND FIGURES Mobile services penetration in Portugal is 137% In 2008, despite the economic downturn, telecommunications sector in the EU grew 1.3% when compared to 2007 Source: ANACOM THE MOBILE ECOSYSTEM “The new-new thing is internet on the mobile. (...) But, for the first time, I feel we’ve got all the various parts lined up (...) The time is now!” Arun Sarin, Vodafone CEO (UK), Mobile World Congress, Barcelona, 2008 THE MOBILE ECOSYSTEM Worldwide iPhone traffic by country|October 08 MOBILE CONSTRAINTS PHYSICAL CONSTRAINTS TECHNICAL CONSTRAINTS • Screen dimensions; • Limited input methods. • Data speed and price; • Variety of device specs; • Variety of Operating Systems; • Limited web browsers. MOBILE DEVICE SEGMENTATION FEATURE PHONES SMARTPHONES iPHONE / iPOD TOUCH THE MOBILE ECOSYSTEM User agents detection in Portugal|November 08 N70 6.1% 6630 5.6% N73 3.3% 6288 2.7% % of requests (total requests 4,544,320) N80 3.9% 6280 2.5% MOBILE WEB vs DESKTOP WEB A Mobile web site is not just a small version of its desktop version. It should be something different and focus on the mobile user experience which is different from the desktop. MOBILE WEB vs DESKTOP WEB With built in GPS features, mobile has the advantage to know your location, allowing applications to take advantage of location based services. Nearest business/services, locating people on a mobile phone map, traffic warnings or notification of sales in a store near you. MOBILE WEB vs DESKTOP WEB User is no longer anonymous by default. Example: Google only recognizes your preferences after login. On mobile you are always logged on. OUR MOBILE STRATEGY TARGET AUDIENCE > TEACHERS > STUDENTS > Other PROFESSIONALS OUR MOBILE SERVICES > WOOK.PT > INFOPEDIA > ESPAÇO PROFESSOR OUR MOBILE TARGETS DEVELOPMENT Symbian | STANDARD VERSION iPhone | ADVANCED VERSION • 3G enabled device; • 320x240 screen resolution; • Device price range <200€; • Focus on mass-market. • 3G/Wi-fi enabled device; • 480x320 screen resolution; • Full spec user interface; • Focus on user experience. PORTO EDITORA MOBILE MISSION USER INTERFACE • Reduce the number of options on each screen; • Develop clean, simple and engaging applications; • Get the best user experience possible. APPLICATION LOGIC • Understand and predict user needs; • Target only services and applications that are useful onthe-go; • Explore SMS channel because of its simplicity. | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | 2009 | The Portuguese dictionary is published in Vodafone Live WAP portal Porto Editora became the first Portuguese publisher to have a mobile Wap dictionary. | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | Marketing department started to contact teachers using SMS Special campaigns and announcements are delivered through mobile devices. 2007 | 2008 | 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | Encyclopedia and 16 dictionaries on-the-go The Infopédia service is available for the iPhone. An all new user interface was developed to assure the best user experience. 2008 | 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | Porto Editora institutional website goes mobile A mobile store for company products, free access to the Portuguese dictionary, teachers area and a mobile applications store. 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | Our store A mobile store where you can browse, search, find and buy all our products. 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | News Our latest news available from Portoeditora.pt and Educare.pt. 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | Espaço Professor Where teachers will find special information and offers. 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | Mobile Applications All our mobile applications available to buy and install Over-The-Air. 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | Novel summaries, available in text and audio format, on mobile devices. Students can read, listen and, hopefully, learn, wherever they are. 2009 | | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | First step for mobile learning. An engaging experience that provides knowledge for the mobile generation. 2009 | MULTIPLATFORM APPROACH Printed products Campaign web site Mobile applications Online Services Thank you! RUI PACHECO | [email protected] PORTO EDITORA | www.portoeditora.pt