VICTORIAN TOURISM CONFERENCE 2010

Simon LockUniversity of Ballarat

Are you Smart Phone

savvy?

Are you Smart Phone savvy?

• What is a smart phone?• What is the mobile web?• Who is using the mobile web?• Advantages and Disadvantages of the Mobile

Web.• Mobile Applications.• What should be on a mobile website?• Why is this important?• What should I do now?

What is a smart phone?

Adapted from Vrolix, T. (2010).

It’s called a “smartphone” for a reason

Sound

GPS

Data

Imagery

Location

Internet

Wireless

Video

Speed

Shake Connection

Light

Music

Monitor

Compass

App’s

What is a smart phone?

• A mobile phone that has access to the general internet and email.

• First ‘smart phone’ was invented in the early 90’s.

• Smart phones have become user friendly and support applications.

Flickr - aresjoberg

172.4 million were sold worldwide

in 2009.

41.1% increase from 2008

(Gartner, 2010).

Apple iPhone - 2007

Flickr - Maddito

Flickr - JD Hancock

There have been over

50 Million iPhone & iPod touch sales worldwide.(Apple Inc, 2009)

Why iPhone?

• Multi-Touch• User Friendly• Applications / App Store• Full Web Access

By 2013, 80%

of all mobile devices will be

TOUCHSCREEN(Garter, 2010)

Frickr - .Flipflip

What is the mobile web?

• A general term used for websites designed for viewing on a mobile device.

• Opposed to website design to be view on a computer screen (Desktop Web).

Mobile Web Growth (global)

Mobile Web Use by Manufacturer (global)

Top Mobile Web Requests from mobile devices, March 2010 (Australia)

(Admob, 2010)

Australian Usage Statistics

• 77% use their mobile phone for a purpose other than voice and SMS.

• 56% used their mobile phones to get information at least once per month.

• 21% visit a website on their mobile phone at least once per day.

• 25% perform search on their mobile phone at least once per week.

• 36% use email on their mobile phone in their past 12 months.

(AIMIA, 2009)

Information Search Rankings

1. Weather - 82%2. News - 80%3. Location - 62%4. Sport - 52%5. Movie - 51%6. Entertainment News - 50% 7. Restaurant / café - 44%8. Events Listings - 39%9. Financial - 37%10. TV guides - 37%

(AIMIA, 2009)

Mobile Device Share of Total Web Consumption

More people will access the

MOBILE WEB than the

DESKTOP WEB in

2013(Gartner)

2015(Morgan Stanley)

Adapted from Vrolix, T. (2010).

Who is using the mobile web?

Flickr - Cocoarmani

Young (16-34)AffluentUrban DwellingProfessional

Strong growth in the 35 – 55 year old market

Flickr - ideum

The Casual Surfer

Flickr - thepicture

The Repeat Visitor

Flickr - _zand

The “Urgent Now!” Visitor

Fickr - rhonapalooza

Problems with the Mobile Web

• Awkward input

• Download Delays

• Mis-designed sites

• Small Screens

• Expensive Data Plans(Nelson, 2009)

(in pixels)

128 x 160

Advantages of the Mobile Web

• Location, Location, Location.• Real-time.

Who’s doing...NOW?Where can I... NOW?

Where is...NOW?

Mobile Applications

Flickr – Steve Rhodes

Mobile App’s

• Individual programs that can be downloaded and installed onto a mobile device and specially are specially designed for the use of touch.

• Many newer handsets have this ability.

• Apple have been the most successful.• Apple hold 99.4% of the application market.

(Gartner, 2010)

Many applications have been designed for tourists

Mobile App’s

• Advantages– Flexible– Link to other features of the phone– Can link to your business website

• Disadvantages– Not accessible by everyone– Hard to update

Mobile App’s

Gartner Mobile App Store Predictions

(in Billions)

2009 2010 2013

Downloads 2.5 4.5 21.6

Revenue $4.2 $6.8 $29.5

What should be on a mobile tourism website or app?

• Publish minimal Information.

• Make the information highly relevant to your customers.

• Images are still very important.

• Always include a link back to your full website.

Why is this important to my business?

Huge Growth is Expected!– Predicted to overtake desktop web consumption.

• Large Operators are already implementing this.

• Unique Marketing Opportunity.

• Gain a Competitive Advantage.

How much will this cost?

• Costs vary substantially.

• The more you add, the greater the cost.

• Higher cost for application development.

What should I do now?

• Consider your customers.

• Explore the web using a mobile/iphone.

• Mobile Website Vs Application Vs Both.

• Talk to your web designer.

Conclusion

• Mobile Web Vs Mobile App’s.– Mobile Web is located on the internet.– Mobile App’s are located on the device.

• The Mobile Web is growing fast.

• Problems exist with viewing normal website on mobile devices.

Thank You

Simon Lock

University of Ballaratsimon@simonlock.com

simonlock.com

ReferencesAdMob. (2009). AdMob Mobile Metrics Report - Southeast Asia. admob.

Apple Inc. (2009, September 28). Apple’s App Store Downloads Top Two Billion. Retrieved May 11, 2010, from Apple: http://www.apple.com/pr/library/2009/09/28appstore.html

Australian Interactive Media Industry Association. (2009). Australian Mobile Phone Lifestyle index - 5th Edition. Australian Interactive Media Industry Association (AIMIA).

Foresman, C. (2010, January 18). Apple responsible for 99.4% of mobile app sales in 2009 (Updated). Retrieved May 11, 2010, from Ars Technica: http://arstechnica.com/apple/news/2010/01/apple-responsible-for-994-of-mobile-app-sales-in-2009.ars

Gartner. (2010, February 23). Gartner Says Worldwide Mobile Phone Sales to End Users Grew 8 Per Cent in Fourth Quarter 2009; Market Remained Flat in 2009. Retrieved March 1, 2010, from Gartner: http://www.gartner.com/it/page.jsp?id=1306513

Gartner. (2010, January 14). Gartner's Top Predictions, 2010. Retrieved May 11, 2010, from Gartner: http://www.gartner.com/it/content/1260200/1260221/january_14_top_predictions_2010bgammage.pdf

Morgan Stanley. (2009, December). The Mobile Internet Report. Retrieved May 11, 2010, from Morgan Stanley: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

Nielsen, J. (2009, July 20). Mobile Usability. Retrieved May 11, 2010, from Useit: http://www.useit.com/alertbox/mobile-usability.html

Quantcast. (2009). Mobile Web Trends Report. Retrieved May 11, 2010, from http://www.quantcast.com/info/mobile2009

Vrolix, T. (2010). 10 reasons why now is the perfect time to get started with the mobile web, Retrieved 4 th May 2010 from http://www.slideshare.net/tijs/10-reasons-why-now-is-the-perfect-time-to-get-started-with-the-mobile-web