WHY MOBILE?

PUBLISHING
IN NEW PLATFORMS
THE MOBILE EXAMPLE
RUI PACHECO | PORTO EDITORA | PORTUGAL
WHY MOBILE?
“In fact, the low cost of mobile devices
relative to computers, particularly
combined with the high cost of laying
cable to remote villages, means that the
mobile phone is becoming the
predominant mechanism to access
information. Thus desktop users will
soon be a subset of mobile users.”
Source: Designing the Mobile User Interface, Barbara Ballard
WHY MOBILE?
24/7 near you.
A recent study of Chinese mobile
customers showed that the majority of
them sleep within a meter of their
phones.
Source: http://googleblog.blogspot.com
WHY MOBILE?
Mobile phones are a very
powerful, always connected,
sensor-rich device.
Your mobile phone is probably ten times more
powerful than the PC you had 10 years ago.
Source: http://googleblog.blogspot.com
THE MOBILE ECOSYSTEM
“We should bear in mind that a
great many people will have their
first Internet experience with a
mobile device, in places where
laptops or PC’s are too costly or
impractical (...) The first
experience of connecting to the
Internet for the next billion people
will be very different from the
experience of the first billion.”
Olli-Pekka Kallasvuo, NOKIA president and
CEO (Finland), Mobile World Congress,
Barcelona, 2008
THE MOBILE ECOSYSTEM
Operating systems usage |December 08
THE MOBILE ECOSYSTEM
Western Europe handset manufacturer and OS share|January 09
THE MOBILE ECOSYSTEM
Smartphone traffic in Western Europe |September 08
MOBILE FACTS AND FIGURES
3.3 billion
Mobile service subscriptions
6.7 billion
1st billion in 20 years
World population
2st billion in 4 years
3st billion in 2 years
Sources: International Telecommunications Union (ITU); Wireless Intelligence
MOBILE FACTS AND FIGURES
Mobile Service Subscriptions by Geography
China
W. Europe
Lat. America
600 million
440 million
375 million
50% penetration
110% penetration
66% penetration
Africa
India
USA
300 million
290 million
260 million
30% penetration
26% penetration
85% penetration
500 million by 2010
50% of children under 18
Sources: Morgan Stanley Research; Wikipedia
MOBILE FACTS AND FIGURES
Mobile data traffic increased
19%
Mobile voice traffic increased 7%
Vittorio Colao, Vodafone CEO (UK), Mobile World Congress, Barcelona, 2009
MOBILE FACTS AND FIGURES
Mobile services
penetration in Portugal
is 137%
In 2008, despite the economic downturn,
telecommunications sector in the EU
grew 1.3% when compared to 2007
Source: ANACOM
THE MOBILE ECOSYSTEM
“The new-new thing is
internet on the mobile. (...)
But, for the first time, I feel
we’ve got all the various
parts lined up (...) The time
is now!”
Arun Sarin, Vodafone CEO (UK),
Mobile World Congress, Barcelona, 2008
THE MOBILE ECOSYSTEM
Worldwide iPhone traffic by country|October 08
MOBILE CONSTRAINTS
PHYSICAL CONSTRAINTS
TECHNICAL CONSTRAINTS
• Screen dimensions;
• Limited input methods.
• Data speed and price;
• Variety of device specs;
• Variety of Operating Systems;
• Limited web browsers.
MOBILE DEVICE SEGMENTATION
FEATURE PHONES
SMARTPHONES
iPHONE / iPOD TOUCH
THE MOBILE ECOSYSTEM
User agents detection in Portugal|November 08
N70
6.1%
6630
5.6%
N73
3.3%
6288
2.7%
% of requests (total requests 4,544,320)
N80
3.9%
6280
2.5%
MOBILE WEB vs DESKTOP WEB
A Mobile web site is not
just a small version of its
desktop version.
It should be something different and
focus on the mobile user experience
which is different from the desktop.
MOBILE WEB vs DESKTOP WEB
With built in GPS features,
mobile has the advantage to
know your location, allowing
applications to take advantage
of location based services.
Nearest business/services, locating people
on a mobile phone map, traffic warnings or
notification of sales in a store near you.
MOBILE WEB vs DESKTOP WEB
User is no longer
anonymous by default.
Example: Google only recognizes your
preferences after login. On mobile you
are always logged on.
OUR MOBILE STRATEGY
TARGET AUDIENCE
> TEACHERS
> STUDENTS
> Other PROFESSIONALS
OUR MOBILE SERVICES
> WOOK.PT
> INFOPEDIA
> ESPAÇO PROFESSOR
OUR MOBILE TARGETS
DEVELOPMENT
Symbian | STANDARD VERSION
iPhone | ADVANCED VERSION
• 3G enabled device;
• 320x240 screen resolution;
• Device price range <200€;
• Focus on mass-market.
• 3G/Wi-fi enabled device;
• 480x320 screen resolution;
• Full spec user interface;
• Focus on user experience.
PORTO EDITORA MOBILE MISSION
USER INTERFACE
• Reduce the number of options
on each screen;
• Develop clean, simple and
engaging applications;
• Get the best user experience
possible.
APPLICATION LOGIC
• Understand and predict user
needs;
• Target only services and
applications that are useful onthe-go;
• Explore SMS channel because
of its simplicity.
|
2000
| 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | 2009 |
The Portuguese dictionary
is published in Vodafone
Live WAP portal
Porto Editora became the
first Portuguese publisher to
have a mobile Wap
dictionary.
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 |
Marketing department
started to contact teachers
using SMS
Special campaigns and
announcements are
delivered through mobile
devices.
2007
| 2008 | 2009 |
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 |
Encyclopedia and 16
dictionaries on-the-go
The Infopédia service is
available for the iPhone. An
all new user interface was
developed to assure the
best user experience.
2008
| 2009 |
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 |
2008
| 2009 |
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
Porto Editora institutional
website goes mobile
A mobile store for company
products, free access to the
Portuguese dictionary,
teachers area and a mobile
applications store.
2009
|
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
Our store
A mobile store where you
can browse, search, find and
buy all our products.
2009
|
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
News
Our latest news available
from Portoeditora.pt and
Educare.pt.
2009
|
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
Espaço Professor
Where teachers will find
special information and
offers.
2009
|
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
Mobile Applications
All our mobile applications
available to buy and install
Over-The-Air.
2009
|
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
Novel summaries, available
in text and audio format, on
mobile devices.
Students can read, listen
and, hopefully, learn,
wherever they are.
2009
|
| 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 |
First step for mobile
learning.
An engaging experience that
provides knowledge for the
mobile generation.
2009
|
MULTIPLATFORM APPROACH
Printed
products
Campaign
web site
Mobile
applications
Online
Services
Thank you!
RUI PACHECO | rpacheco@portoeditora.pt
PORTO EDITORA | www.portoeditora.pt