diving into the mobile market
DESCRIPTION
Peter Lipscombe - Web Project Coordinator, Waterfront Regeneration Trust -Ontario Cycle Tourism Forum 2013 on March 1 in Toronto, ON.TRANSCRIPT
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Diving into the Mobile
App WorldPeter Lipscombe
Waterfront Regeneration Trust
Friday March 1st, 2013
Ontario Cycle Tourism Forum
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Presentation Topics
• Why Mobile website and Apps?
• Why they matter to Cycle Tourists
• Purpose of a Mobile Website
• Mobile Website vs Native Apps
• Operating systems
• App Functions and Examples
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Waterfront Trail Maps
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April 2011Waterfront
Regeneration Trust4
Detail maps for the
Waterfront Trail
•show the route
•two scales for areas of different
sizes
•alert boxes inform people about
trail conditions
•regional routes shown (not with
mileage)
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Picture of Bike Show
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Why Mobile Apps?
• Average age of people buying paper maps
is 56
• ½ of local searches are originating from
Mobile users
• The way people are using the internet is
changing
• Most users expect to find the info they’re
looking for in < 12 seconds
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2002
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2004 2009
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2004 2009 2013
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Mobile Users of Waterfront Trail
Website
© 2013 Google
Waterfront Regeneration Trust http://www.waterfronttrail.org
Waterfront Regeneration Trust [DEFAULT]
Nov 1, 2012 Feb 26, 2013Overview
Rows 1 2 of 2
Explorer
Site Usage
1. No 12,034 85.36%
2. Yes 2,064 14.64%
% of visits: 100.00%
Visits
December 2012 January 2013 February 2013
100100
200200
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
14,098 % of Total: 100.00% (14,098)
2.71 Site Avg: 2.71 (0.00%)
00:02:13 Site Avg: 00:02:13 (0.00%)
72.83% Site Avg: 72.83% (0.00%)
54.19% Site Avg: 54.19% (0.00%)
Mobile (Including Tablet) Visits Visits Contribution to total: Visits
© 2013 Google
Waterfront Regeneration Trust http://www.waterfronttrail.org
Waterfront Regeneration Trust [DEFAULT]
Nov 1, 2012 Feb 26, 2013Overview
Rows 1 2 of 2
Explorer
Site Usage
1. No 12,034 85.36%
2. Yes 2,064 14.64%
% of visits: 100.00%
Visits
December 2012 January 2013 February 2013
100100
200200
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
14,098 % of Total: 100.00% (14,098)
2.71 Site Avg: 2.71 (0.00%)
00:02:13 Site Avg: 00:02:13 (0.00%)
72.83% Site Avg: 72.83% (0.00%)
54.19% Site Avg: 54.19% (0.00%)
Mobile (Including Tablet) Visits Visits Contribution to total: Visits
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© 2013 Google
Waterfront Regeneration Trust http://www.waterfronttrail.org
Waterfront Regeneration Trust [DEFAULT]
Nov 1, 2012 Feb 26, 2013Traffic Sources Overview
Keyword Visits % Visits
1. (not provided) 1,849 29.23%
2. waterfront trail 633 10.01%
3. waterfront regeneration trust 155 2.45%
4. waterfronttrail.org 142 2.25%
5. waterfront trail toronto 78 1.23%
6. toronto waterfront trail 62 0.98%
7. martin goodman trail 51 0.81%
8. waterfront trail map 48 0.76%
9. lake ontario waterfront trail 42 0.66%
10. waterfront trail ontario 42 0.66%
view full report
Overview
14,098 people visited this site
44.86% Search Traffic
6,325 Visits
26.88% Referral Traffic
3,790 Visits
28.23% Direct Traffic
3,980 Visits
0.02% Campaigns
3 Visits
% of visits: 100.00%
Visits
December 2012 January 2013 February 2013
100100
200200
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Why Mobile Information matters to
Cycle Tourists?
• Mobile
• Travel light
• Want local information
• Overcome infrastructure constraints
–Cheaper than physical signage
• Takes advantage of handheld navigation tool
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Purpose of Mobile Website
• Make information easily accessible on
mobile format
• Present information succinctly and quickly
• Marketing opportunities
– Sharing of information
– Push notifications for events, specials
– Local deals
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Mobile Websites
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Sources of Users
• Waterfront Trail App
– Organic searches for Waterfront Trail
– Referrals from other sites
– Referrals from physical locations
– Direct Traffic
• Tourism based websites
– Facebook Page
– Print Ads
– Social Media
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Waterfront Regeneration Trust
Photo Credit: Martin Reis, I Bike TO
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Information
Standard Website
Mobile Friendly
App Development
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Information
Standard Website
Mobile Friendly
Native AppMobile
Website (HTML 5)
App Development
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Mobile WebsiteiPhone, Android, Blackberry
• Advantages
– Stored on users phone,
easy to return to
– Can access more
functions (push
notifications)
• Disadvantages
– Need to develop for
each platform
– Expensive to develop
and maintain
– Download from App
Store – barrier to entry
Native App Opens in phone’s browser
• Advantages
– Works across platform
– Easily updatable
• Disadvantages
– Can be slower to use
– Not available for
download in iTunes or
Play store
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Information
Standard Website
Your Org.com
Mobile Friendly
Native App
Android App iPhone App Blackberry
Mobile Website (HTML 5)
App Development
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App Download by Operating
System - Worldwide
Reference:http://venturebeat.com/2011/10/11/whos-counting-mobile-app-data-shows-how-android-app-downloads-are-overtaking-the-iphone/
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© 2013 Google
Waterfront Regeneration Trust http://www.waterfronttrail.org
Waterfront Regeneration Trust [DEFAULT]
Nov 1, 2012 Feb 26, 2013Devices
Rows 1 5 of 5
Explorer
Site Usage
1. iOS 1,642 79.55%
2. Android 352 17.05%
3. BlackBerry 66 3.20%
4. Windows Phone 3 0.15%
5. Windows 1 0.05%
% of visits: 14.64%
Visits
December 2012 January 2013 February 2013
100100
200200
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
2,064 % of Total: 14.64% (14,098)
2.18 Site Avg: 2.71 (19.62%)
00:01:45 Site Avg: 00:02:13 (20.49%)
77.91% Site Avg: 72.83% (6.98%)
61.92% Site Avg: 54.19% (14.26%)
Operating System Visits Visits Contribution to total: Visits
Operating System – Waterfront
Trust Website
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Information
Standard Website
Your Org.com
Mobile Friendly
Native App
Android App iPhone App Blackberry
Mobile Website (HTML 5)
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Development Options
• Custom vs Off-the-Shelf products
• Wide range of price points
– $15,000 - $100,000 +
• Offer products for existing apps
– Map my ride
– GPS based rides
– Avenza
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Map My Ride
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Functions
• Maps – show routes
– Could overcome infrastructure shortcomings
• Highlight local businesses
– Hotels
– Restaurants
– Services
• Social Networking
• Feedback, marketing opportunities
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Discover Ottawa
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Discover Ottawa
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Ontario Trails Council
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War of 1812 - Historical
Interpretation
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App Examples
• Route of 1812 App– HTML5 based app
– http://1812.myweeverapp.com/
• Ontario Trails Council – Native iPhone App
– https://itunes.apple.com/ca/app/otc-mobile/id553713070?mt=8&ls=1
• Discover Ottawa– iPhone and Android app
– http://www.discoverthecityofottawa.ca
• Ontario Federation of Snowmobile Clubs Interactive Trail Guide– Available on iTunes, Google Play and Blackberry App World
– http://www.ofsc.on.ca/trail-status.html
• Sustrans UK – National Cycle Network– Available on iTunes and Google Play
– http://www.sustrans.org.uk/what-we-do/national-cycle-network/national-cycle-network-app
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Conclusions
• We should be looking to make online information mobile friendly
• Many ways of accessing information –Mobile websites, apps,
• Cost effective ways to become mobile friendly
• Integrate cycle tourism info into all avenues
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Working Group on Mapping
Apps
• Waterfront Regeneration Trust
lead informal working group
• Sharing ideas on mapping,
vendors, development
• Best practices
• Email [email protected]
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Questions?