nhs.uk digital innovation and syndication strategy

September, 2009Maitland Waters ––Digital Innovation and Syndication

Web: http://www.nhs.uk | Maitland Waters – [email protected]

©2009 Copyright Symbio Agency - All rights reservedWeb: http://www.nhs.uk | Maitland Waters – [email protected]

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


We live in a connected world


Static• Brochure Site • Simple Presence• One-way communication

Value

Metrics

• Who is visiting?• What are visitors doing?• Improved site metrics

Dynamic

•Web Apps •Dynamic Content • Interactivity• Personalization• Tracking• Improved Performance•Blog •Forums•Registrations

E-Business Networks

•CMSs• Distributed Authoring• Workflow• Multi-lingual support•Patient control•User choice • Brands are processes and experiences•Consumer is king•Word of mouth•Choices Choices, Choices!

NHS Choices

Time

RelationshipNetworks

360 Degree DigitalStrategyLarge Consumer PortalSavvy consumersWidgetsGadgetsJavaScript badgesSocial NetworksMobile DevicesI-phone appsBlackberry appsComments/feedbackNot A,B,C,but D: All of the above solutions

Developer networksCrowd sourcing

E-Business Continuum


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: – when you need it– where you need it – on what ever device or platform you need it

360°


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– Buddy list used to be local– Skype + AOL migrated to

online hosting of buddy lists– Access from anywhere

website hits


AOL Instant Messenger – The Original

360°


Evolution of the Widget (Desktop)

Apple (dashboard)

Yahoo Widget Engine (Konfabulator)– Widget Gallery (http://

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

Live.com (2006)

Vista (2007)


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

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

IE FireFox Safari OperaGoogle Chrome


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

NHS Choices Widget Development process includes 5 phases:

Define Dream Design Develop Deliver

Understand the business goals of the widget.

Rough sketches, blue sky ideas and creative thinking.

Mock upsWire framesUser Experience

Refine and tighten designs.

Content

Design interfaceRe-skin ableWhite Label version.

Build and implement creative and technology

Adapt for multi –platforms, devices and browsers

Delivery of digital assets.

Launch.

Review and measurement.

Phase I Phase II Phase III Phase IV Phase V

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

“Build once, deploy to many”


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.


Cost | Value | Benefit | Matrix

Cost

Value


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– 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

Conclusions and Insight

360°


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


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.

Next Steps


Thank You

Maitland Waters

Digital Distribution, Syndication and InnovationNHS Choices

[email protected]

nhs.uk digital innovation and syndication strategy

Health & Medicine

web widgets

copyright symbio agency

mobile widget

word widget

web technologies

web standards

widget engines

desktop downloadable