Mobile Strategy Deck for Stations - PBS

gatecircleΚινητά – Ασύρματες Τεχνολογίες

10 Δεκ 2013 (πριν από 3 χρόνια και 11 μήνες)

88 εμφανίσεις

Mobile Strategy Deck

for Stations

Developed by PBS Interactive and the Interactive Station
Advisory Council

Version 1

Mobile Landscape

Two Types of Mobile Phones


Feature Phone:



Send and receive text messages


Basic cameras and Bluetooth support for hands
-
free communication


Can run basic applications


Smartphone:


More advanced computing ability and
connectivity


Allows the user to install, run and interact with
advanced applications, such as utilities,
multimedia, games, travel, news, social apps, etc.


Runs complete operating system software


More powerful processors and larger amounts of
memory



Mobile Access Quick Facts


99%

of Americans live in areas where
next
-
generation

wireless services are
available. (12/09)


Almost 30%

Wireless
-
only households
in the U.S. (8/10)


91%

Wireless penetration of U.S.
population (12/09)


Sources: CTIA; Citi Investment Research & Analysis

Five Years to Mobile Dominance...


The User is Getting “Smarter”

Smartphones will
overtake

Feature phones by 2011


Consumers will spend
$6.8 billion

in mobile
app stores in 2010


Ad revenue expected to be
$0.6 billion

in 2010


Mobile App Stores will reach 21.6 billion
downloads by 2013 (
$29.5 billion

in revenue
)


Ad
-
sponsored apps will account for almost
25%

of all mobile app revenue by 2013


8 out of 10 downloaded apps are
free



Free apps find revenue:

in
-
app charges,
shopping, ad revenue, etc.


Source: Gartner, Inc; 1/10

A Growth Market “place”

The Mobile Web We Weave


Mobile Web reaches more people:


Nearly
300MM
data
-
capable devices


12 times the users than the largest app platforms



From the Adobe® Scene7® Mobile Commerce
Survey (07/10):


More than 80% of businesses surveyed have
deployed or are developing mobile Web sites


8% of respondents cited a downloadable app
-
only
mobile strategy



The Mobile Web We Weave, Part II

Source: Pew Research Center’s Pew Internet & American Life Project, 7/10

Mobile Trends Quick Facts


Internet usage on mobile devices is projected to
overtake Internet usage on desktop computers by
2014


By

2011,
there will be more Smartphone users than
feature phone users


Consumers will spend
$6.8 billion

in mobile app
stores in 2010


Ad
-
sponsored apps will account for almost
25%

of
all mobile app revenue by 2013


There are
more than 300MM devices

with mobile
Web capability


Over 50%

of cell phone Internet users go online daily
from their device


Apple’s iOS offers over 250,000 apps for download,
Android is the next closest with ~80,000 apps.

The Smartphone User

Who are they?


51%

of Smartphone users are under 35


37%

are between 35
-
54


12%

are over 55

Source: comScore MobiLens, 11/09



African
-
Americans
and

18
-
29 year
-
olds
lead the way in
mobile data application usage

Source: Pew Research Center, 7/10



Slightly more males than females (
53%

versus
47%
)


Two
-
thirds of today’s buyers of Smartphones are
personal

users (not just for business anymore)


Roughly
77%

of new Smartphone buyers remained loyal
to their wireless operator


Significantly more satisfied (
81%
) with their device than
feature phone owners (
66%
)

Source: NielsonWire, 3/10


What platform are they using?

0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Share of US Smarphone Subscribers by Platform
July 2010, source: comScore MobiLens
10-Apr
10-Jul
10-Apr
41.1%
25.1%
12.0%
14.0%
4.9%
10-Jul
39.3%
23.8%
17.0%
11.8%
4.9%
RIM
Apple
Google
Microsoft
Palm
What are they doing?

Activity

Out of 100%

Texting

66.0%

Web Browsing

33.6%

Using Downloaded Apps

31.4%

Playing Games

22.3%

Accessing Social Media/Blog

21.8%

Listening to Music

14.5%

source: comScore MobiLens (7/10)

Web Browsing

Usage grew 2.5% since 4/10

Quick Facts about the User


51%

of Smartphone users are under 35


37%

are between 35
-
54


12%

are over 55


US Smartphone market share by mobile platform


RIM:
39.3% (~21 Million)


Apple:
23.8% (~12.7 Million)


Google:
17% (~9.1 Million)


Windows Mobile:
11.8% (~6.3 Million)


Palm:
4.9% (~2.6 Million)


Texting is the main activity of mobile subscribers
(66%)


Mobile Web usage and Social Media have the largest
increase

over the last three months amongst mobile
subscribers


Station Mobile Landscape

Based on the PBSi Station Mobile Landscape Survey

Conducted August 2010

Purpose of the Survey


To provide an
overview

of the existing state, and
evolution, of mobile development among PBS
stations



To create a useable
reference

tool for stations to
determine their own mobile strategy



To help determine the
outlook

and need for mobile
products and support for stations



Participation was voluntary. The survey was sent to
all primary Web contacts at over
165 stations
.



The survey was completed by
75

stations
.



How would you rate your station’s interest in working the
mobile space?

Answer
Options

1
-

Not
Interested

2
-

Mildly
Interested

3
-

Interested

4
-

Very
Interested

5
-

Extremely
Interested

Response
Count

Interest
Level

1

4

20

24

17

66

answered question

66

skipped question

9


Average level of station mobile interest was
3.79 out of 5



Majority of respondents indicated
“Very Interested”

or
above in working in the mobile space

Does your station currently have a mobile strategy in place?


No
35%
Yes
18%
No, but it is being
developed
47%
How many staff members do you have, or plan to have,
dedicated to your mobile strategy over the next 12 months?


Of 66 responses to this question,
“one”

is a common
response to how many station employees dedicated
to mobile strategy.



Responses showed many station employees
shared
responsibility

for mobile, but no one was dedicated
full time.



Several responses were
“less than one person.”




Please rank your station's interest in the following areas of
mobile development*:

Most popular
“Other”

areas suggested by respondents:


-

Educational content


-

News


-

Social Media


* Respondents were able to choose more than one area of interest.

Content-based (TV Schedules,
program information, etc.)
Entertainment-based (Games,
video, audio, etc.)
Informational/brand/promotional
(Station information, events,
membership, etc.)
Other
Content types/areas that your station is interested in

having as a mobile product*:


* Respondents were able to choose more than one area of interest.

0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Program Content
TV Tune In Schedule
Events and Venues
Volunteer opportunities
Membership
Audio/Music
Video
Kids Content
Information/Brand/Promotional
None
Other
Do you have a preference or priority for

mobile apps or mobile Web development?

Both equally
50%
Neither
6%
Mobile Web
27%
Mobile Apps
17%
Stations that currently have content designed for mobile Web:


57%: Do Not Have Content Designed for Mobile Web


26%: Have Mobile Web Designed Content


17%: Currently developing for Mobile Web


Visit these station sites on your mobile Web browser:



mobile.wlvt.org



m.kpb.org



m.knme.org



iptv.org/mobile



wfyi.org/iwir



m.aetn.org

Stations that currently have a Mobile App

available or in development:


80%: Do Not Have a Mobile App


20%: Offer or are building a Mobile App


Search iTunes or the App Store for these Station
Apps:



WITF



WHRO



OPB



PBS39



WHYY



UNC
-
TV



KQED



AETN

Station Mobile Landscape Takeaways



Most stations interested in mobile,
but …


Resources

are still very tight and mobile is
low priority due to other demands


Equal
demand

for mobile apps and mobile
Web


Where is Mobile
COVE?



Request for training and
support



Demand for “skinnable”
Apps


PBS Approach to Mobile

Mobile Goals & Objectives


Grow and engage audience


Attracting new viewers


Increasing the breadth of engagement


Financial health


Underwrite app development


Serve the stations


Drive on
-
air and on
-
Web tune
-
in


Demonstrate innovation


Not just “me too”

Goals and Metrics

Goal

Performance Metrics


1) Grow Audience



Audience Size


Uniques, PVs, downloads


Size of new/under
-
served audience



Engagement Indicators


Repeat visits, time spent, user ratings

2) Financial Health



Net Income


Revenues less expenses



Sustainability


Apps living within budgets

3) Serve Stations



# of localized users



Amount of user data collected



Revenue to stations



Dollars Saved (from PBS tools & services)

4) Demonstrate Innovation



Opportunities to pioneer in mobile space


Three kinds of apps:

Core Services

Strategic
Differentiators

Pioneers

Relevant
Goals

-

Grow audience

-

Serve stations

-

Monetize

-

Grow audience

-

Serve stations

-

Innovate

-

Serve stations

Audience

Broad
(General
Audience or KIDS)

Niche

Niche

Content

Aggregated


mainly
promotional & video,
program guide

Program
-
specific


robust content, deep
engagement, native
functionality

Varies


should answer
experimental R&D or
market entry
questions.

Model

Free

Free or Paid

Free or Paid

Examples of each kind of app:

Core Service

Strategic
Differentiator

Pioneers

Obsolete

Example

TV Tune
-
in

Martha Speaks
Dog Party

SUPER WHY! for
iPad & Antiques
Roadshow
Treasure Hunt

Ken Burns:
The National
Parks

Why?

Aggregates
promo clips
from many
programs and
promotes tune
-
in.

Highly engaging
game content that
leverages the
touch screen
interface to
produce learning
outcomes.

SUPER WHY! iPad
was a first
-
day
release; the
Roadshow game
will be our first
cross
-
platform
app.

Offered promo
clips to drive
tune
-
in for
broadcast. TV
Tune
-
in app
will fill this
need.

Standing Out in a Sea of 1MM Apps

Our apps need to have a consistent set of attributes:


Robust, original content


Content depth expected from PBS


Frequent refresh


Consistently high
-
quality experience


Smooth, crisp video (or fun, educational gameplay)


Clean, accessible user interface


Clear, intuitive navigation


Optimized performance and load times


Ongoing maintenance


Localized experiences

PBS Mobile Achievements


Released 7 apps (6 kids) since August
.


Two KIDS apps hit #1 in educational games genre.


SUPER WHY! released on iPad at launch.


Strong audience interest:


170,000 downloads


60,000 upgrades


$175,000 paid app revenues


Measurable learning outcomes



especially
for
Martha Speaks Dog Party
, developed in
-
house by WGBH.

TV Tune
-
in App for iPhone


Goal:
Promote upcoming shows and
past episodes available online and for
purchase on iTunes


Watch trailers, promos, extras and
behind
-
the
-
scenes, and featured
videos selected by PBS


Capable of displaying local and
national COVE content


View Local TV Schedules


Set alerts/reminders


Share via Email, Twitter, Facebook


Buy from iTunes


Monetization:
sponsored splash screen,
interstitial ads

Target Launch: Fall 2010

Upcoming Mobile Development

Q1 FY11 (Jul, Aug, Sep 2010)


Enable key PBSi Infrastructure for Mobile


COVE


DTV schedule and Station Finder


iPhone “Tune
-
In App” v.1.0 (created by BottleRocket)


Mobile Strategy Deck for Stations


Q2 FY11 (Oct, Nov, Dec 2010)


iPad PBS Player App


Mobile COVE

(m.video.pbs.org)


iPhone/iPad PBS
-
SDK Toolkit v.1.0


TV Schedule Grid, Video Player,
Localization, Feed Reader, App Skeleton


Mobile Web PBSi v.1.5


DTV/Airdates, Localization, Player, UUA


Mobile Web Toolkit v.1.0
--

for Stations/producers
-

HTML Templates w/mobile
CSS, Mobile Players, Sharing


Q3 FY11 (Jan, Feb, Mar 2011)


Mobile Web COVE (Station COVE)


Mobile COVE Portal


GoogleTV, Android Tablets


Building a Mobile Strategy

Considering a Mobile Product?


Does building a mobile product help serve our
community and accomplish our mission?


Do we have the resources to build and maintain
a dynamic content experience?


What is the internal perspective on mobile?
What level of “buy
-
in” already exists?


Do we have interest in mobile from outside
partners?


Does mobile align with our Digital Media
priorities? Our business priorities?

Use the questions below to help identify if developing a mobile
product is right for your station:

Before you begin . . .

Answer three questions:


How does mobile help serve our community?


What audience are we trying to reach?


Can we create compelling mobile
experiences?

Understanding the answers to these

questions will help determine if a mobile

product is right for your station.


Strategy

A well developed mobile strategy is crucial for determining what to

build, what resources to allocate, how mobile affects your overall

mission and what goals to set. Start here and develop a strategy.



How does mobile serve our station mission/business
strategy?


How does mobile extend our brand?


What are our primary goals and how do we
measure? (e.g.


grow audience, increase
membership, etc.)


What is a mobile’s relationship to our multi
-
platform
content? (i.e.


Websites, on
-
air productions, etc.)


How do our mobile experiences extend community
engagement and incorporate our community
partners?


What differentiates our mobile experiences?


Audience

The first step to deciding if mobile is right for your station is

understanding your audience and its needs. These questions will

help you understand your station’s mobile user profile:



Are we trying to reach our existing audience or a
new audience?


What are the needs of our mobile user?


How do we reach the mobile audience?


How likely are they to want our content in mobile
form?


What are our audience’s mobile capabilities?


What mobile content, if any, do they already look
for?


What are the habits of a mobile audience that
would be interested in our content?


Content


Can our content be translated to a mobile
experience?


How much of our content do we "make mobile"?


Does our mobile experience satisfy our audience’s
mobile needs?


Do we focus on independent mobile content
experiences or ones tied closely to content on other
platforms?


Will our existing content already meet our target
audience’s mobile needs?


Will our content stand out and be able to compete
with other mobile products? Does it need to?


Building a mobile experience requires understanding how your
content performs in that environment. Start with these questions:


Use Metrics to Drive Decisions:


Determine whether app goal(s) were met.


Inform decisions about the app:


Do we invest more in this app?


Do we need to modify the app to improve the
experience?


Do we keep distributing the app?


Where do we put our promotional effort?


Inform future decisions about content mix,
functionality, and investments to green
-
light.

Regardless of how you answer questions about audience,
strategy and content. It is important set clear goals and
understand how to measure achievement of those goals. Using
metrics to drive your decisions allows you to:

Determining What to Build

Understand the Mobile Space

The mobile space encompasses Mobile Web and Mobile
Apps



Timely content is highly valuable in the mobile landscape


Driving growth of you content depends on its availability


Growth in content consumption is fueled by utility, quality
experience, and connection to the user’s lifestyle (aka be
relevant to being on the go).


Magid, Mobile Content Study, July 2009


You may already have a mobile Web presence
-

Any Web site
can be launched in a mobile browser, but the user experience
may not be optimized for mobile


Mobile Web and Apps are not mutually exclusive
-

Many
companies have both mobile products available (e.g.


Facebook, Banks, YouTube, etc.)

Apps vs. Mobile Web

Apps

Mobile Web

Skills required to
build and maintain

Specialized programming

Web design

Functionality

Tied to device

Tied to browser

Audience

Depth

(But fragmented)

Breadth

(300MM)

Distribution
method

Push

(once downloaded)

Pull

(visiting site)

Controlled by

Wireless Carriers,

Manufacturers ...

Station

In Depth: Pro/Con
-

Apps

Pro:


Access the phone’s core
features such as GPS,
camera, accelerometer,
contacts, etc.


Faster user experience
(faster caching)


Richer custom user
interface and user
controls (more
dynamic/graphical)


Continue to function
when user is “offline”


Con:


You may need to build
multiple apps to reach
audience using different
platforms


Require more
specialized
programming
knowledge to build
(potential higher
development costs)


Carrier/manufacturer
controlled marketplaces
(can vary by platform)

In Depth: Pro/Con
-

Mobile Web

Pro:


Single mobile site can
work in most mobile
browsers (cross
-
platform)


Building requires more
general skill set


Existing site may
already be “mobile
friendly”


Site creator controls
availability, publishing
and updating


Wider user
-
base

Con:


Network/connection
dependent performance


Limited access to phone
features can limit mobile
channel functionality
and innovative potential


Web browser
capabilities continue to
mature


Requires connection to
either network or wi
-
fi
(can translate to carrier
charges for use)

Considering an App?


Do you require access to the phone’s internal features,
such as the camera, GPS or other software?


Does your content need to be immediately on
-
demand,
regardless of network/connection availability?


Are you building a product dependent on advanced
user interaction, such as a game?


Are you building something truly unique to the mobile
landscape?


Does interacting with your content require specific
user interfaces or advanced application capabilities?


Do you have specific revenue goals for your mobile
product?


Have you already secured funding for the mobile
product?

Use the questions below to help identify if an App is
the right mobile product solution for your content:

Considering Mobile Web?


Is your content more informational in nature?


Is your content generally static/evergreen?


Do we want to reach the audiences across multiple mobile
platforms?


Is your access to development/funding resources limited?


Do you want to be able to provide immediate, quick updates
to your content?


Do you use Web technologies that you want to integrate into
your mobile product (such as Wordpress or Drupal)?


Are you most concerned about the best return on your
investment (ROI) for your mobile product?


Are you new to the mobile landscape and just want to test the
waters?

Use the questions below to help identify if Mobile Web is the right
mobile product solution for your content:

Ways to Get Started


Optimize your current Web site for Mobile


Install mobile plug
-
ins or templates for your site’s
Content Management System (CMS)


Take advantage of RSS feeds: Convert your Blog, Events,
Station News and Community News into an app


Local Resource Directory


Mobile Social Media: Facebook and Twitter are already
mobile friendly


Local Program Apps


Relate your app to the program
content


Member Benefits Geolocation App


Business partner
discounts to members based on their location

While developing mobile products can be costly (some apps can
cost upwards of $80,000), there are ways to “go mobile” on a
budget. Here are some areas to think about.

Takeaways

Product

Build

Related

Consider a process like this:

Research Audience

Define Goals & Strategy

Determine Core Platform

Scope Product

Create Distribution Plan

{

}

{

Strategic

Development

Publishing &

Promotion

Points to remember


There are two types of phones:

the advanced,
operating system based Smartphone, and the simpler,
basic functionality feature phone.


Advanced wireless services are available, and utilized,
by the
majority

of the US Population.


Smartphone and mobile Web usage is
on the rise
.


Consumers will spend
$6.8 billion

in mobile app stores
in 2010.


Mobile Web

reaches more people than the largest app
platforms.


The
top 3

US Smartphones by market share are RIM
(BlackBerry), iPhone and Android (in order).


Texting

is the number one activity of mobile users.


Web browsing

and
social media

access are the two
fastest growing mobile activities.

Points to remember


92%
of stations surveyed indicated interest in mobile
products (42% ‘very interested’)


65%

of stations surveyed have or are developing a mobile
strategy


Many stations devote “shared” employee time to mobile


“TV Schedules” highest requested mobile product


Mobile Web products

favored slightly by stations


The majority of stations
do not

have mobile Web
optimized content nor offer/plan to offer a mobile app



PBS mobile goals are:



1.) Grow and engage audience



2.) Financial Health



3.) Serve the Stations



4.) Demonstrate innovation.


Points to remember


Building a mobile strategy requires:


Establishing clear goals


Researching your target audience


Determining a content strategy



Use metrics to drive decisions about mobile
products.

Points to remember


There are two main types of mobile products:


Mobile Web and Mobile Apps.


Timely and
dynamic

experiences are highly valuable
in the mobile space.


Your Web site is already accessible via mobile, but is
it
optimized

for mobile?


Mobile Apps

are installed on devices, have access to
phone's functions, are platform specific and require
more specialized programming skill.


Mobile Web

reaches a wider audience, can be
cheaper and easier to maintain, is limited in user
interaction and requires a connection of some kind.

Helpful Resources



Mobile Access 2010


Pew Research Center

This recent survey (07/10) provides a large amount of information
regarding mobile phone usage and demographics.

http://www.pewinternet.org/~/media//Files/Reports/2010/PIP_Mobile_Access_2010.pdf




comScore Press Releases


A large archive of regularly updated mobile usage information
(roughly every 3 months). Also check out the available newsletters,
whitepapers and Webinars.

http://www.comscore.com/Press_Events/Press_Releases




Tech Blogs, Internet search, Analytics Monitors

Most tech blogs offer sections devoted to mobile products, and a
Web search will yield many helpful links.

Examples:


Mashable’s Mobile Trends Series:
http://mashable.com/tag/mobile
-
trends
-
series/


Distimo Reports:
http://www.distimo.com



Mobile Marketing Watch:
http://www.mobilemarketingwatch.com/


Feedback

This deck is intended to help you take advantage of the mobile
space. Please let us know how we can improve it to meet your
needs.


Also, we would like to hear your success stories and lessons
learned so we can share your work with the system and learn
from each other.


Send feedback to:

pbsi_stationservices@pbs.org