Darrell W. GunterChief Commercial Officer

Going Mobile: A Guide to Developing Great Apps for Scholarly Publishing

May 2, 2011

Darrell W. GunterChief Commercial Officer

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Our Agenda For Today

• Primer / some questions• Gartner’s Predictions for 2012• Global Mobile Stats• Smart Phone Stats• What Does It All Mean?• Conclusions!

Darrell W. GunterChief Commercial Officer

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Some Key Questions?

• How many of you have a smart phone device?• How many of you in the audience have an iPad

or similar device? • How many of you have a mobile application in

place now?• How many of you will have a mobile

application for next year?

Darrell W. GunterChief Commercial Officer

The STM Consumer

Author of a

book

Member of a STM society

Author of journal articles

Receiving research funding

Consumer & reader Peer

reviewer

Participant & speaker at

conferences

Taking advantage of continuous education

Member of an editorial board

Darrell W. GunterChief Commercial Officer

The Holy Grail!

Get the author to the PDF ASAP!

Darrell W. GunterChief Commercial Officer

Gartner Identifies Top 10 Mobile Applications for 2012

#1 Money Transfer#2 Location-Based Services#3 Mobile Search#4 Mobile Browsing#5 Mobile Health Monitoring#6 Mobile Payment#7 Near Field Communication Services#8 Mobile Advertising#9 Mobile Instant Messaging#10 Mobile Music

Source: Gartner http://bit.ly/kLTy5s

Darrell W. GunterChief Commercial Officer

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Key 2011 Global Mobile Stats

• 6,915,782,324 World Population • 5.3 Billion Mobile Subscriptions– 747.4 MM China– 525.2 MM India– 292.8 MM USA

• 1,388.2 Billion up 18.5% Global Shipments of mobile devices

• 302.6 MM up 74.4% Smart Phones

Source: mobiThinking http://bit.ly/m7O0Mq

Darrell W. GunterChief Commercial Officer

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Key 2011 Global Mobile Stats

• Both Gartner and IDC both agree that the Android Operating System will represent approximately 38% of the projected approximate 450 million unit sales

• Almost 1 in 5 mobile users have access to fast mobile services (3G or better)

• US has overtaken Western Europe in unlimited data plan

Source: mobiThinking http://bit.ly/m7O0Mq

Darrell W. GunterChief Commercial Officer

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Mobile Behavior In US, Europe & JapanMobile behavior in United States, EU5 (UK, Germany, France, Spain and Italy) and Japan – October, November, December 2010Percent of total mobile audience (Age 13+)

United States Europe JapanUsed connected media (browser, app or download) 46.7% 41.1% 76.8%

Used browser 36.4% 28.8% 55.4%Used application 34.4% 28.0% 53.3%Used messaging

Sent text message 68.0% 82.7% 41.6%Instant messaging 17.2% 14.2% 3.6%Email 30.5% 22.2% 57.1%Accessed entertainment/social media

Took photos 52.4% 57.5% 62.9%Social networking or blog 24.7% 18.0% 19.3%Played games 23.2% 25.3% 16.3%Recorded video 20.2% 26.1% 15.8%Listened to music 15.7% 25.0% 12.9%Watched TV and/or video 5.6% 5.7% 22.8%Accessed financial servicesBank accounts 11.4% 8.0% 7.0%Financial news or stock quotes 10.2% 8.0% 16.5%Accessed news, sports, weather, search, retail, travel, reference

News and information 39.5% 32.2% 57.6%

Weather reports 25.2% 16.4% 34.7%Search 21.4% 14.9% 31.5%Maps 17.8% 13.0% 17.1%Sports news 15.8% 12.0% 18.2%Restaurant info 10.0% 6.5% 9.7%Traffic reports 8.4% 7.4% 14.0%Classifieds 7.3% 4.8% 3.6%Retail site 6.5% 5.2% 8.5%Travel service 4.4% 4.6% 2.9%Source: comScore MobiLens (Feb 2011)via: mobiThinking

Darrell W. GunterChief Commercial Officer

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Mobile Apps StatsChange in price of a download app over 12 months, 2010 according to Distimo

App store Apple Blackberry Ovi (Nokia) Android

# of apps 300K 18K 130K 25K

Price change All apps -12 -24 +1 -29

Top 100 apps -19 -24 -9 -61

Source: The Distimo report (January 2011)via: mobiThinking

Darrell W. GunterChief Commercial Officer

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Smart Phone Stats• Nielsen

report that 31% of US mobile phone owners have a smartphone as of December 2010, and expect smartphones to become the majority by the end of 2011. eMarketer predicts that smartphone ownership will reach 43% of the US mobile population by 2015.

• According to figures for 2010 released by Gartner, smartphones accounted for 297 million (19%) of the 1.6 billion mobile phones sold that year. That's 72.1% more smartphone sales than in 2009.

• The same company expects US sales of smartphones to grow from 67 million in 2010 to 95 million in 2011, and become the highest-selling consumer electronic device category.

• For Q4 2010, the IDC Worldwide Quarterly Mobile Phone Tracker puts smartphone sales at 100.9 million, up some 87% over Q4 2009. They report total smartphone sales for 2010 as 302.6 million, up around 74% on 2009.

• The Coda Research Consultancy predict global smartphone sales of some 2.5 billion over the 2010-2015 period, and also suggest that mobile Internet use via smartphones will increase 50 fold by the end of that period.

• Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012.

• Gartner expect over 500 million smartphones to sell in 2012.

Darrell W. GunterChief Commercial Officer

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What Does It All Mean?

• To be relevant, you must have a mobile strategy

• Mobile is another driver to your PDFs!• Be agile, consider HTML 5• Choose wisely

Darrell W. GunterChief Commercial Officer

Conclusions

• Mobile technology is not going away

• Find a vendor and get started right away

• Don’t be ashamed to copy the best practices of others

• Assign a champion to the project

• Establish a performance dashboard to measure your success

(progress).