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Are you Smart Phone savvy?<br />VICTORIAN TOURISM <br />CONFERENCE 2010<br />Simon Lock<br />University of Ballarat<br />

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Are you Smart Phone savvy?<br />What is a smart phone?<br />What is the mobile web?<br />Who is using the mobile web?<br />Advantages and Disadvantages of the Mobile Web.<br />Mobile Applications.<br />What should be on a mobile website?<br />Why is this important?<br />What should I do now?<br />

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What is a smart phone?<br />It’s called a “smartphone” for a reason<br />Speed<br />Sound<br />App’s<br />Data<br />Monitor<br />Connection<br />Shake<br />Imagery<br />GPS<br />Wireless<br />Location<br />Compass<br />Music<br />Video<br />Internet<br />Light<br />Adapted from Vrolix, T. (2010).<br />

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What is a smart phone?<br />A mobile phone that has access to the general internet and email.<br />First ‘smart phone’ was invented in the early 90’s.<br />Smart phones have become user friendly and support applications.<br />

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172.4 million were sold worldwide in 2009. <br />41.1% increase from 2008<br />(Gartner, 2010).<br />Flickr - aresjoberg<br />

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Apple iPhone - 2007<br />Flickr - Maddito<br />

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There have been over <br />50 Million iPhone & iPod touch sales worldwide.<br />(Apple Inc, 2009)<br />Flickr - JD Hancock<br />

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Why iPhone?<br />Multi-Touch<br />User Friendly<br />Applications / App Store<br />Full Web Access<br />

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By 2013, 80%<br />of all mobile devices will be <br />TOUCHSCREEN<br />(Garter, 2010)<br />Frickr - .Flipflip<br />

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What is the mobile web?<br />A general term used for websites designed for viewing on a mobile device.<br />Opposed to website design to be view on a computer screen (Desktop Web).<br />

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Mobile Web Growth (global)<br />

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Mobile Web Use by Manufacturer (global)<br />

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Top Mobile Web Requests from mobile devices, March 2010 (Australia)<br />(Admob, 2010)<br />

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Australian Usage Statistics<br /><ul><li>77%use their mobile phone for a purpose other than voice and SMS.

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56% used their mobile phones to get information at least once per month.

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21% visit a website on their mobile phone at least once per day.

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25% perform search on their mobile phone at least once per week.

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36% use email on their mobile phone in their past 12 months.</li></ul>(AIMIA, 2009)<br />

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Information Search Rankings<br />Weather - 82%<br />News - 80%<br />Location - 62%<br />Sport - 52%<br />Movie - 51%<br />Entertainment News - 50% <br />Restaurant / café - 44%<br />Events Listings - 39%<br />Financial - 37%<br />TV guides - 37%<br />(AIMIA, 2009)<br />

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Mobile Device Share of Total Web Consumption<br />

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More people will access the<br />MOBILE WEB<br /> than the <br />DESKTOP WEB <br />in<br />2013<br />(Gartner)<br />2015<br />(Morgan Stanley)<br />Adapted from Vrolix, T. (2010).<br />

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Who is using the mobile web?<br />Flickr - Cocoarmani<br />

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Young (16-34)<br />Affluent<br />Urban Dwelling<br />Professional<br />Strong growth in the 35 – 55 year old market<br />Flickr - ideum<br />

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The <br />Casual <br />Surfer<br />Flickr - thepicture<br />

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The Repeat <br />Visitor<br />Flickr - _zand<br />

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The “Urgent Now!” <br />Visitor<br />Fickr - rhonapalooza<br />

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Problems with the Mobile Web<br /><ul><li>Awkward input

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Download Delays

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Mis-designed sites

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Small Screens

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Expensive Data Plans</li></ul>(Nelson, 2009)<br />

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128 x 160<br />(in pixels)<br />

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Advantages of the Mobile Web<br />Location, Location, Location.<br />Real-time.<br />Who’s doing...NOW?<br />Where can I... NOW?<br />Where is...NOW?<br />

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Mobile Applications<br />Flickr – Steve Rhodes<br />

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Mobile App’s<br /><ul><li>Individual programs that can be downloaded and installed onto a mobile device and specially are specially designed for the use of touch.

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Many newer handsets have this ability.

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Apple have been the most successful.

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Apple hold 99.4% of the application market.</li></ul>(Gartner, 2010)<br />Many applications have been designed for tourists<br />

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Mobile App’s<br />Advantages<br />Flexible<br />Link to other features of the phone<br />Can link to your business website<br />Disadvantages<br />Not accessible by everyone<br />Hard to update<br />

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Mobile App’s<br />Gartner Mobile App Store Predictions<br />(in Billions)<br />

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What should be on a mobile tourism website or app?<br /><ul><li>Publish minimal Information.

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Make the information highly relevant to your customers.

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Images are still very important.

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Always include a link back to your full website.</li></li></ul><li>Why is this important to my business?<br />Huge Growth is Expected!<br />Predicted to overtake desktop web consumption.<br />Large Operators are already implementing this.<br />Unique Marketing Opportunity.<br />Gain a Competitive Advantage.<br />

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How much will this cost?<br />Costs vary substantially.<br />The more you add, the greater the cost.<br />Higher cost for application development.<br />

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What should I do now?<br />Consider your customers.<br />Explore the web using a mobile/iphone.<br />Mobile Website Vs Application Vs Both.<br />Talk to your web designer.<br />

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Conclusion<br />Mobile Web Vs Mobile App’s.<br />Mobile Web is located on the internet.<br />Mobile App’s are located on the device.<br />The Mobile Web is growing fast.<br />Problems exist with viewing normal website on mobile devices.<br />

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Thank You<br />Simon Lock<br />University of Ballarat<br />simon@simonlock.com<br />simonlock.com<br />

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References<br />AdMob. (2009). AdMob Mobile Metrics Report - Southeast Asia. admob.<br />Apple Inc. (2009, September 28). Apple’s App Store Downloads Top Two Billion. Retrieved May 11, 2010, from Apple: http://www.apple.com/pr/library/2009/09/28appstore.html<br />Australian Interactive Media Industry Association. (2009). Australian Mobile Phone Lifestyle index - 5th Edition. Australian Interactive Media Industry Association (AIMIA).<br />Foresman, C. (2010, January 18). Apple responsible for 99.4% of mobile app sales in 2009 (Updated). Retrieved May 11, 2010, from Ars Technica: http://arstechnica.com/apple/news/2010/01/apple-responsible-for-994-of-mobile-app-sales-in-2009.ars<br />Gartner. (2010, February 23). Gartner Says Worldwide Mobile Phone Sales to End Users Grew 8 Per Cent in Fourth Quarter 2009; Market Remained Flat in 2009. Retrieved March 1, 2010, from Gartner: http://www.gartner.com/it/page.jsp?id=1306513<br />Gartner. (2010, January 14). Gartner's Top Predictions, 2010. Retrieved May 11, 2010, from Gartner: http://www.gartner.com/it/content/1260200/1260221/january_14_top_predictions_2010bgammage.pdf<br />Morgan Stanley. (2009, December). The Mobile Internet Report. Retrieved May 11, 2010, from Morgan Stanley: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html<br />Nielsen, J. (2009, July 20). Mobile Usability. Retrieved May 11, 2010, from Useit: http://www.useit.com/alertbox/mobile-usability.html<br />Quantcast. (2009). Mobile Web Trends Report. Retrieved May 11, 2010, from http://www.quantcast.com/info/mobile2009<br />Vrolix, T. (2010). 10 reasons why now is the perfect time to get started with the mobile web, Retrieved 4th May 2010 from http://www.slideshare.net/tijs/10-reasons-why-now-is-the-perfect-time-to-get-started-with-the-mobile-web<br />