This document discusses the rise of mobile apps and their importance for government services. It notes that nearly a quarter of internet searches are now done on mobile devices and that consumers expect services to be accessible anytime on their mobile devices. It then provides details on smartphone usage statistics in the UK and examples of apps created by Directgov for travel and jobs searches. It also outlines lessons learned around ensuring the underlying API, ongoing updates, and providing both mobile and desktop versions. Finally, it describes the mobile solutions offered by Looking Local, including mobile websites, dedicated smartphone apps, and SMS/shortcode services.

1. Hosted by:
Plenary Panel: The Rise of the App
David Mann, Head of Innovation, Directgov
Stuart Harrison, Lichfield DC
Guy Giles, Operations Manager, Looking Local
Co-Chairs:
Dan Jellinek, Editor, E-Government Bulletin
Martin Greenwood, Director, Socitm Insight Programme
Gold Sponsors:

2. The Rise of the App
David Mann, Government Digital Service
Making government work better 15/07/2011

3. The mobile market today
“..not having a mobile
presence nowadays is a bit like
not having a web presence
circa 1999/2000”
Thomas Husson, Senior Analyst,
Forrester March 2009
“internet access via mobile is
predicted to overtake internet
access via a PC by 2014”
Morgan Stanley, Internet Trends
Report 2010

4. Why mobile is important
• Accessibility – currently nearly a quarter of internet searches are
done on mobile (Google 2010). Smartphones more affordable.
• Expectation – 73% UK smartphone users access mobile internet at
least once a day (Initiative 2010)
• Relevance – mobile device is instant, always on and always with
you
You need a mobile strategy, not just an app strategy

5. Key stats
• 33% smartphone penetration amongst UK adults (YouGov March
2011)
– 28% Android
– 26% iPhone
– 14% Blackberry
• 57.7% predicted increase in worldwide smartphone sales in 2011
(Gartner April 2011)
• UK smartphone age profile (Mobile Market Trends UK 2010):
0–14 1%
15-24 19%
25-44 41%
45-64 33%
65+ 6%

6. Directgov apps
Travel news – launched December 2009
Job search – launched March 2010

7. Job search app

8. Travel News app

9. Lessons learnt
• The underlying API is what counts
• Updates – once an app is built, investment doesn’t
stop there
• Do you provide a mobile browser version?

14. Building Perfect Websites ‐
Guy Giles – Operations Manager ‐ Looking Local
14th July 2011

15. Looking Local
Looking Local ‐ Delivering access to online services
from Councils, Housing, Health and Blue Light
organisations beyond their websites.

16. Mobile & Smartphone: Facts & Figures
FACTS & FIGURES: UK Mobile & Smartphone Ownership
•91% of adults in the UK own and use a mobile phone
•The UK is the leading market for mobile internet use in Europe
•31% of the UK adult population owns a smartphone; up over 230% on Jan 2010
•About a fifth of five‐ to 15‐year‐olds own a smartphone, increasing to a third
among 12‐ to 15‐year‐olds. Generation Y & Z won’t engage via trad channels
•In the last three months of 2010, more smartphones were shipped to the UK than
PCs

17. Government Smartphone Guidance
“Many citizens’ expectations have shifted from traditional face‐to‐face, telephone or
paper channels to more responsive 24/7 online, personalised services and delivery
through mobile devices.”
‐Government ICT Strategy March 2011 (Cabinet Office)
“It is estimated such technology and information sharing could potentially save councils
up to £372 million by 2014/15. In this climate of strained budgets, councils must strive to
keep reaching more residents and improving services ever more creatively.”
‐Sustainable ICT Report, LGA
“As people are using the internet more and more ‘on the move’, mobile devices are
ideally suited to responding to a consumer wanting to complete a simple task. Yet
our survey shows that only 4% of all council websites were rated ‘very good’ when
accessed on an iPhone.”
– SOCITM Better Connected Report 2011

18. Looking Local Mobile Solution
KEY PARTS TO THE LOOKING LOCAL MOBILE SOLUTION:
MOBILE WEB
•Delivery of partner content on all connected mobile internet devices
SMARTPHONE APPS
•Dedicated ‘Report It’ iOS app: iPhone, iPad, iPod Touch
•Parallel App for Android now live
•Potholes & Road Repairs , ASB, Graffiti, Dumped Rubbish, Abandoned Care,
Street Lighting, Street Furniture
•Five easy screens using iPhone’s ability to map issues, add a photo etc
•Ability to develop any partner service as a smartphone app
SHORTCODES & SMS SERVICE
•Shortcode promotion for specific campaigns or general service
•Text back facilities

19. Mobile Internet
• Designed for mobile internet interfaces and use on the go
• Quick to download and easy to use
• End to end services relevant for mobile customers
• Device/browser detection

20. Report It Smartphone App
• Key app for local government – the *one* everyone references
• Looking Local App allows customer report issues in just five screens
• Integrates the geo location ability of the smartphone to ‘map’ the issue and uses
camera function to attach image of issue
• App covers potholes, street lighting, fly tipping, abandoned vehicles, ASB, graffiti
and street furniture damage
• App sends the issue to the relevant authority for handling

22. What the Public Says
‘At last here is a pain free way to contact the council;
great for finding local services and reporting issues to
the council. (5*)’
‘Excellent. Very easy to navigate and review local
services. At last local government steps up! 5*’
‘Love it. Works great, council reacts fast, same day in
most cases. 5*’
‘App still needs improving in the local service
information sections and what’s on. However the
reporting of problems using photos and geo‐tags is
great. I hope they develop this further.’

23. ‘Off the Shelf’ branded Apps
It is…
strategy?
Apps are not just for mobile:
• Tablets
• Games consoles
• Connected TV
• Social Media – e.g. Facebook
16% of time 'on' mobile takes place whilst also watching TV BUT only 2% of
time takes place whilst also online (IPSOS MORI)
• Android TV arrives in 2011
• Opera TV Widgets etc
• Youview Apps

24. ‘Off the Shelf’ branded Apps
Twin Valley Homes App
CBL
App

25. Choice Based Lettings example
It is…

26. Shortcodes & SMS
‘Text Your Postcode to 61061’
•Looking Local’s dedicated SHORTCODE allows partners to promote their full
service or underpin a specific service ‘campaign’
•National campaign promoting 61061 running on SKY, Virgin Media and Freeview
•SMS is more widely used by the British public than smartphones and apps
•On average 15‐24 year old mobile phone users spend 55 mins a day texting, 25‐
34 spend 25 mins and UK average is 21 mins a day texting
•Ability to cross promote from website and link into web service delivery strategy

27. Guy Giles
Operations Manager
email: guy.giles@lookinglocal.gov.uk
tel: 07973 909663
web: www.lookinglocal.gov.uk
TEXT YOUR POSTCODE TO 61061