Developing a Progressive
Mobile Strategy
dave olsen, wvu university relations - web
@dmolsen
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programmer
9 years at wvu
wvu has 30,000 students
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from 30,000 feet and...
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...2 years in
the making.
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Aug. 2009
iWVU & m.wvu.edu
WVU’s Mobile Presence
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Aug. 2010
wvutoday.wvu.edu
WVU’s Mobile Presence
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Mar. 2011
tournaments.wvu.edu
WVU’s Mobile Presence
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Apr. 2011
studentaffairs.wvu.edu
WVU’s Mobile Presence
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“We need an app.”
- sincerely, the client
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“Why?”
- me
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marketing
bullhorn
Marketing,
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all the cool kids are doing it
something that denotes cool
the cool factor,
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they don’t know why
crickets
or crickets.
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time for some education
classroom
Time to educate...
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Strategy
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that iPhone app you want?
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it’s not a mobile strategy...
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an iPhone app... ...a mobile website
+
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+
again, they’re not a mobile strategy...
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these are just some of the options...
native apps
standalone
mobile sites
mobile templates
responsive designs
APIs
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Here
There
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Progressive Mobile Strategy
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No content
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Iterate
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Being Platform Neutral
Platform
Be Platform Neutral
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It’s about realistically prioritizing
mobile solutions for your organization.
Then working one-by-one through them.
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Progressive Mobile Strategy
has three parts....
a
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Audience Strategy
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No content
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Platform Strategy
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Progressive Mobile Strategy
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Audience Strategy
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Traditional Higher Ed Audiences
Students
Faculty
Staff
Visitors
Prospects
Alumni
Etc.
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Let’s constrain these audiences based
on what we know about mobile users.
Note: not users that are mobile, users that are using mobile devices.
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Google’s Mobile User Groups
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Google’s Mobile User Groups
Repetitive Now
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Google’s Mobile User Groups
Repetitive Now
Bored Now
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Google’s Mobile User Groups
Repetitive Now
Bored Now
Urgent Now
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Urgent Now
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Urgent Now
current student...
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I have a meeting. Where’s Allen Hall?
I need to call my professor about a late
assignment...
How do I reset my WiFi password?
When does the bus get here?
Urgent Now
current student...
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Local Users
95% of smartphone users have
searched for local content.
from Google’s “The Mobile Movement” report, April 2011
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Short Timeframe
88% of smartphone users took action
on a search result within a day
from Google’s “The Mobile Movement” report, April 2011
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Making Calls
61% of smartphone users ended up
calling a business based on their search.
Tip: make your phone numbers clickable with tel:
from Google’s “The Mobile Movement” report, April 2011
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Don’t Focus on “On the Go”
30% of smartphone users used the
mobile internet from their couch.
90% used it from home.
from Google’s “The Mobile Movement” report, April 2011
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Audience Strategy Review
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Audience Strategy Review
Those with Urgent Needs
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Audience Strategy Review
Those with Urgent Needs
Local Constituencies
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Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Short Timeframes
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Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Short Timeframes
Don’t Focus on “On the Go”
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No content
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Content Delivery is Secondary
to Tangible Utility
Make sure your content is useful, damn it!
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Content Delivery Tangible Utility
Which is better?
or
from XKCD, http://xkcd.com/773/
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Don’t Convert, Create
Look for new ways to combine content.
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Break Out of Silos
Don’t follow org charts when
developing mobile solutions.
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Localization is Intensified
Find ways to take advantage of location-
related information & relationships.
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Content Strategy Review
Be able to answer, “What value will the
targeted audiences get from this content?”
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Platform Strategy
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an iPhone app... ...a mobile website
vs.
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an iPhone app... ...a mobile website
vs.
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The question is no longer, “Which do we
develop for, native or mobile web?” but...
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“How do we develop solutions to handle
both mobile web & native now as well
as the devices of the future?”
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APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
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APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
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APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
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APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
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APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
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APIs are the infrastructure for your mobile initiatives...
Create Once, Publish Everywhere
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PRT API
Update once. Publishes to:
iOS App,
Mobile Website,
Student Portal,
Transportation Website, &
Twitter
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APIs
Mobile Web
Native Apps
Responsive Designs
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
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standalone
mobile sites
mobile
templates
responsive
designs
Mobile Web-Optimized Solutions
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Making the case for mobile web first.
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Discovery
Discovery
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“Not every mobile device will have
your app on it but every mobile
device will have a browser.”
- Jason Grigsby, @grigs
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77% of smartphone users use search.
Most visited type of website.
from Google’s “The Mobile Movement” report, April 2011
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Urgent Now
remember those
users?
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They’re looking for our already indexed content.
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“Links don’t open apps.”
- Jason Grigsby, @grigs
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55% of users with an internet-enabled
phone use it to check personal email.
from Merkle’s “View from the Digital Inbox” report, January 2011
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Getting
social?
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search + links = mobile web first
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APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
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Native apps
should be transformative.
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Platform Strategy Review
Start working on your infrastructure. Now.
There is a lot of content already out
there & users expect access to it.
There isn’t one mobile solution for
your organization or client.
Audience Content Platform
On-campus
Admits
Prospects
Alumni
Contact Info
Map
Emergency
Calendar
Mobile Portal
Responsive
Design
Native Apps
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Don’t get stuck
on platform.
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Focus on your targeted
audiences & content.
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Resources
Blog & Higher Ed Mobile Directory
dmolsen.com
I’m on Twitter...
@dmolsen
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Resources
Higher Ed Mobile Frameworks
kurogo.org
mollyproject.org
mwf.ucla.edu
www.jasig.org/umobile
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Many thanks to Mr. Robertson
for the snazzy device &
progressive strategy graphics
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Thanks,
Girl on Stoop by ollipitkanen
Student Recording Video by U. of Denver
Student in Classroom by Bill Erickson
Road to Ribblesdale by Luc B
Audience by batmoo
Drupalcon by Mike Gifford
Highway Lights by Spreng Ben
Tunnel by Éole
Christmas Present by kevindooley
Calendars by Duane Mendoza
Flickr by dsevilla
Clouds by Francisco Martins
Bullhorn by aisipos
Guitarist by postlife1976
Grasshopper by trekman
Lego Discovery by dunechaser
Swiss Flag by strupler
Priorities by redvers
Bananas by sis
Mud by neilspicys Target by ???