4. MOBILE INTERNET ADOPTION
IS EXPLODING
Computing Growth drivers over time, 1960-2020E
Devices / Users
Million in log scale
1,000,000 More than just
Mobile Phones
100,000 internet • iPad
Desktop Smartphone
10,000 internet • Kindle
Tablet
1000 • MP3
10B+ units ?
Cell phone / PDA
1B+ units / • Car electronics GPS,
100 Minicomputer PC
users ABS, A/V
Mobile
10 100MM+ units
Video
Mainframe • Home entertainment
10MM+ units
1 Games
• Wireless home
1MM+ units
0 appliances
1960 1970 1980 1990 2000 2010 2020
Source: Morgan Stanley 2010
4
6. SMARTPHONES ARE MOVING INTO
POLE POSITION
Global unit shipments of desktop PCs + notebook Smartphones
PCs vs. smartphones, 2005-13E Notebook PCs
Desktop PCs
Annual unit shipments
Million
700 2012E: Inflection point
Smartphones > Total PCs
600
500
400
300
200
100
0
2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E
Source: Morgan Stanley 2010
6
7. IPHONE & ANDROID DOMINATE
RICH MEDIA
Global smartphone share of HTML mobile page view / Mobile internet
+ App usage / Unit shipments HTML mobile page view share (Net applications, 5/10)
Mobile internet + App usage share (Admob, 4/10)
Global unit shipment share (Gartner, CQ1:10)
% Share
55
44
42
25
23 23
19
15
10 10
6 6 7
5 4
1 0 1 1 1 1
iPhone Symbian Android RIM Windows Palm Other
Source: Morgan Stanley 2010
7
8. SEARCH – #1 MOBILE BROWSER-BASED
ACTIVITY
% of Mobile browser users who have done the following
activities, 4/10
0 20 40 60
Search 48
Social Networking
News
Sports Info
Movie Info
Bank Accounts
General Reference
Classifieds
Online Retail
Source: Comscore 2010
8
10. DEVELOPMENT IN CONTEXT OF USER
WORKFLOW
Write &
Publish
Supervise
Editorial
team
Conduct Peer
Research Review
Researcher
Workflow Attend /
Obtain Organize
funding Confe-
rence
Stay up
Evaluation
to date
Teaching Career
10
11. KEY INSIGHTS FROM ELSEVIER MOBILE &
USER-CENTRED RESEARCH
Mobile demand
Market feedback Researcher pain points
• “With mobile, experience can • Not enough time
become more personalized – To stay current with trends
Unlike computer, where you (in research domain)
have to start-up, figure out user To read research papers
name/password… this will make • Mobile allows transition times
people want to use it more” – (commuting; waiting etc.) to
Columbia Univ Librarian become productive time
• “Mobile is a new and strong • “Convenience is king” –
pressure’… Librarians need to Columbia researcher
engage… they need to be seen
as taking the lead” – Yale • “I read FT articles on my
University Science Librarian smartphone quickly, wherever
and whenever” – ScienceDirect
• “We keep hearing that we user
should have a mobile offering,
particularly since the iPad
Launched” – Cell Press
publisher
11
12. THE SCHOLAR’S SEARCH &
DISCOVERY BEHAVIOUR
What can we • Context
Desktop Desktop sympathetic
User needs learn to port
solutions behaviour
to mobile? • Intuitive and
exploratory
Activity page* Key Actions
• Quick search is most popular search type (90% of all searches
Search
within ScienceDirect)
• 62% users change the default alphabetical browsing to be able
Browse
to browse by subject
• 60% users access the PDF vs. 40% who read the article
Article
online (html)
• After accessing the online article, users are interested in any
feature that may provide additional related information
Figures & tables and articles MMC (46%)
References (19%)
Cited by (16%)
Export Citation (16%)
Email article (10%)
12
13. MOBILE PRESENTS NEW OPPORTUNITIES
Mobile • Unique Mobile
assumptions Mobile experience
User needs
Desktop
not same as interaction • Context
solutions sympathetic
desktop possibilities
assumptions • Intuitive and
exploratory
Mobile is an opportunity to create new
ways for users to interact with content
• Context specific (anytime, anywhere)
• Users will (only) have partial attention and
interruptions – Reduce cognitive load and
pivot people through information quickly
• Exploration vs. task oriented anticipate
immediate next step
13
14. ELSEVIER MOBILE PRODUCT
DEVELOPMENT
Applications / Apps Mobile Websites E-readers & Tablets
• Developing hybrid apps • ScienceDirect & Scopus • Develop apps for iPad &
across application Content & limited features tablets
marketplaces for
• Complement apps (link • Monitor e-reader market
ScienceDirect & Scopus
out to .mobs) with a view toward
iPhone selecting delivery
• Configured for three
Android technology in medium term
device types – Mobile
Nokia phones; small-screen
BlackBerry smartphones and large
Windows Mobile screen smartphones
14
15. ELSEVIER ACADEMIC MOBILE PRODUCT
ROADMAP 2010-11
iPad app
iPhone Apps iPhone Apps
(Launched) (Launched) (Launched)
• SciVerse • SciVerse • SciVerse
Scopus Alerts ScienceDirect ePub
Converter
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2010 2011
BlackBerry Apps
• SciVerse
BlackBerry Apps ScienceDirect, Paid
iPhone Apps
(Launched) • SciVerse Scopus • SciVerse Scopus, Paid
• SciVerse Scopus Android Apps Android Apps
Alerts (Individual) • SciVerse • ScienceDirect,
ScienceDirect Premium
• SciVerse Scopus • SciVerse Scopus,
iPad Apps Premium
• SciVerse iPad Apps
ScienceDirect • SciVerse
ScienceDirect,
Premium
15
16. 2010 – E-JOURNAL ACCESS WENT MOBILE
Homepage Quick Search and Abstract / Full text,
access search view, with options
• Personalised
history to save / e-mail for
feed of articles
later use
• Quick access to
articles saved for
offline reading
16
