Mobile Strategy Deckfor Stations

Developed by PBS Interactive and the Interactive Station Advisory Council

Version 1

Mobile Landscape

Two Types of Mobile Phones

• Feature Phone: – Send and receive text messages– Basic cameras and Bluetooth support for hands-

free communication– Can run basic applications

• Smartphone:– More advanced computing ability and

connectivity – Allows the user to install, run and interact with

advanced applications, such as utilities, multimedia, games, travel, news, social apps, etc.

– Runs complete operating system software – More powerful processors and larger amounts of

memory

Mobile Access Quick Facts

• 99% of Americans live in areas where next-generation wireless services are available. (12/09)

• Almost 30% Wireless-only households in the U.S. (8/10)

• 91% Wireless penetration of U.S. population (12/09)

Sources: CTIA; Citi Investment Research & Analysis

Five Years to Mobile Dominance...

The User is Getting “Smarter”

Smartphones will overtake Feature phones by 2011

• Consumers will spend $6.8 billion in mobile app stores in 2010

• Ad revenue expected to be $0.6 billion in 2010• Mobile App Stores will reach 21.6 billion

downloads by 2013 ($29.5 billion in revenue)• Ad-sponsored apps will account for almost

25% of all mobile app revenue by 2013• 8 out of 10 downloaded apps are free • Free apps find revenue: in-app charges,

shopping, ad revenue, etc.

Source: Gartner, Inc; 1/10

A Growth Market “place”

The Mobile Web We Weave

• Mobile Web reaches more people:– Nearly 300MM data-capable devices– 12 times the users than the largest app platforms

• From the Adobe® Scene7® Mobile Commerce Survey (07/10):– More than 80% of businesses surveyed have

deployed or are developing mobile Web sites– 8% of respondents cited a downloadable app-only

mobile strategy

The Mobile Web We Weave, Part II

Source: Pew Research Center’s Pew Internet & American Life Project, 7/10

Mobile Trends Quick Facts• Internet usage on mobile devices is projected to

overtake Internet usage on desktop computers by 2014

• By 2011, there will be more Smartphone users than feature phone users

• Consumers will spend $6.8 billion in mobile app stores in 2010

• Ad-sponsored apps will account for almost 25% of all mobile app revenue by 2013

• There are more than 300MM devices with mobile Web capability

• Over 50% of cell phone Internet users go online daily from their device

• Apple’s iOS offers over 250,000 apps for download, Android is the next closest with ~80,000 apps.

The Smartphone User

Who are they?• 51% of Smartphone users are under 35 • 37% are between 35-54 • 12% are over 55

Source: comScore MobiLens, 11/09

• African-Americans and 18-29 year-olds lead the way in mobile data application usage

Source: Pew Research Center, 7/10

• Slightly more males than females (53% versus 47%) • Two-thirds of today’s buyers of Smartphones are

personal users (not just for business anymore)• Roughly 77% of new Smartphone buyers remained loyal

to their wireless operator • Significantly more satisfied (81%) with their device than

feature phone owners (66%) Source: NielsonWire, 3/10

What platform are they using?

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Share of US Smarphone Subscribers by PlatformJuly 2010, source: comScore MobiLens

10-Apr 10-Jul

10-Apr 41.1% 25.1% 12.0% 14.0% 4.9%

10-Jul 39.3% 23.8% 17.0% 11.8% 4.9%

RIM Apple Google Microsoft Palm

What are they doing?

Activity Out of 100%Texting 66.0%

Web Browsing 33.6%

Using Downloaded Apps 31.4%

Playing Games 22.3%

Accessing Social Media/Blog 21.8%

Listening to Music 14.5%

source: comScore MobiLens (7/10)Web BrowsingUsage grew 2.5% since 4/10

Quick Facts about the User• 51% of Smartphone users are under 35 • 37% are between 35-54 • 12% are over 55 • US Smartphone market share by mobile platform

– RIM: 39.3% (~21 Million)– Apple: 23.8% (~12.7 Million)– Google: 17% (~9.1 Million)– Windows Mobile: 11.8% (~6.3 Million)– Palm: 4.9% (~2.6 Million)

• Texting is the main activity of mobile subscribers (66%)• Mobile Web usage and Social Media have the largest

increase over the last three months amongst mobile subscribers

Station Mobile Landscape

Based on the PBSi Station Mobile Landscape SurveyConducted August 2010

Purpose of the Survey • To provide an overview of the existing state, and

evolution, of mobile development among PBS stations

• To create a useable reference tool for stations to determine their own mobile strategy

• To help determine the outlook and need for mobile products and support for stations

• Participation was voluntary. The survey was sent to all primary Web contacts at over 165 stations.

• The survey was completed by 75 stations.

How would you rate your station’s interest in working the mobile space?

Answer Options

1- Not Interested

2 - Mildly Interested

3 - Interested

4 - Very Interested

5 - Extremely Interested

Response Count

Interest Level 1 4 20 24 17 66

answered question 66

skipped question 9

• Average level of station mobile interest was 3.79 out of 5

• Majority of respondents indicated “Very Interested” or above in working in the mobile space

Does your station currently have a mobile strategy in place?

No35%

Yes18%

No, but it is being developed

47%

How many staff members do you have, or plan to have, dedicated to your mobile strategy over the next 12 months?

• Of 66 responses to this question, “one” is a common response to how many station employees dedicated to mobile strategy.

• Responses showed many station employees shared responsibility for mobile, but no one was dedicated full time.

• Several responses were “less than one person.”

Please rank your station's interest in the following areas of mobile development*:

Most popular “Other” areas suggested by respondents:- Educational content- News- Social Media

* Respondents were able to choose more than one area of interest.

Content-based (TV Schedules,program information, etc.)

Entertainment-based (Games,video, audio, etc.)

Informational/brand/promotional(Station information, events,

membership, etc.)

Other

Content types/areas that your station is interested in having as a mobile product*:

* Respondents were able to choose more than one area of interest.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Do you have a preference or priority for mobile apps or mobile Web development?

Both equally50%

Neither6%

Mobile Web27%

Mobile Apps17%

Stations that currently have content designed for mobile Web:

• 57%: Do Not Have Content Designed for Mobile Web• 26%: Have Mobile Web Designed Content• 17%: Currently developing for Mobile Web

• Visit these station sites on your mobile Web browser:• mobile.wlvt.org• m.kpb.org• m.knme.org• iptv.org/mobile• wfyi.org/iwir• m.aetn.org

Stations that currently have a Mobile App available or in development:

• 80%: Do Not Have a Mobile App• 20%: Offer or are building a Mobile App

• Search iTunes or the App Store for these Station Apps:• WITF• WHRO• OPB• PBS39• WHYY• UNC-TV• KQED• AETN

Station Mobile Landscape Takeaways

• Most stations interested in mobile, but …• Resources are still very tight and mobile is

low priority due to other demands• Equal demand for mobile apps and mobile

Web• Where is Mobile COVE? • Request for training and support • Demand for “skinnable” Apps

PBS Approach to Mobile

Mobile Goals & Objectives

• Grow and engage audience– Attracting new viewers– Increasing the breadth of engagement

• Financial health– Underwrite app development

• Serve the stations– Drive on-air and on-Web tune-in

• Demonstrate innovation– Not just “me too”

Goals and MetricsGoal Performance Metrics

1) Grow Audience • Audience Size– Uniques, PVs, downloads– Size of new/under-served audience

• Engagement Indicators– Repeat visits, time spent, user ratings

2) Financial Health • Net Income– Revenues less expenses

• Sustainability– Apps living within budgets

3) Serve Stations • # of localized users• Amount of user data collected• Revenue to stations• Dollars Saved (from PBS tools & services)

4) Demonstrate Innovation • Opportunities to pioneer in mobile space

Three kinds of apps:

Core ServicesStrategic

DifferentiatorsPioneers

Relevant Goals

- Grow audience- Serve stations

- Monetize- Grow audience- Serve stations

- Innovate- Serve stations

Audience Broad (General Audience or KIDS)

Niche Niche

Content Aggregated – mainly promotional & video, program guide

Program-specific – robust content, deep engagement, native functionality

Varies – should answer experimental R&D or market entry questions.

Model Free Free or Paid Free or Paid

Examples of each kind of app:

Core ServiceStrategic

DifferentiatorPioneers Obsolete

Example TV Tune-in Martha Speaks Dog Party

SUPER WHY! for iPad & Antiques Roadshow Treasure Hunt

Ken Burns: The National Parks

Why? Aggregates promo clips from many programs and promotes tune-in.

Highly engaging game content that leverages the touch screen interface to produce learning outcomes.

SUPER WHY! iPad was a first-day release; the Roadshow game will be our first cross-platform app.

Offered promo clips to drive tune-in for broadcast. TV Tune-in app will fill this need.

Standing Out in a Sea of 1MM Apps

Our apps need to have a consistent set of attributes:

Robust, original content Content depth expected from PBS

Frequent refresh

Consistently high-quality experience Smooth, crisp video (or fun, educational gameplay)

Clean, accessible user interface

Clear, intuitive navigation

Optimized performance and load times

Ongoing maintenance

Localized experiences

PBS Mobile Achievements

• Released 7 apps (6 kids) since August.– Two KIDS apps hit #1 in educational games genre.– SUPER WHY! released on iPad at launch.

• Strong audience interest:– 170,000 downloads– 60,000 upgrades– $175,000 paid app revenues

• Measurable learning outcomes – especially for Martha Speaks Dog Party, developed in-house by WGBH.

TV Tune-in App for iPhone• Goal: Promote upcoming shows and

past episodes available online and for purchase on iTunes

• Watch trailers, promos, extras and behind-the-scenes, and featured videos selected by PBS

• Capable of displaying local and national COVE content

• View Local TV Schedules

• Set alerts/reminders

• Share via Email, Twitter, Facebook

• Buy from iTunes

• Monetization: sponsored splash screen, interstitial ads

Target Launch: Fall 2010

Upcoming Mobile Development

Q1 FY11 (Jul, Aug, Sep 2010)• Enable key PBSi Infrastructure for Mobile

– COVE– DTV schedule and Station Finder

• iPhone “Tune-In App” v.1.0 (created by BottleRocket)• Mobile Strategy Deck for Stations

Q2 FY11 (Oct, Nov, Dec 2010)• iPad PBS Player App • Mobile COVE (m.video.pbs.org)• iPhone/iPad PBS-SDK Toolkit v.1.0 – TV Schedule Grid, Video Player, Localization,

Feed Reader, App Skeleton• Mobile Web PBSi v.1.5 – DTV/Airdates, Localization, Player, UUA• Mobile Web Toolkit v.1.0 -- for Stations/producers - HTML Templates w/mobile

CSS, Mobile Players, Sharing

Q3 FY11 (Jan, Feb, Mar 2011)• Mobile Web COVE (Station COVE)• Mobile COVE Portal – GoogleTV, Android Tablets

Building a Mobile Strategy

Considering a Mobile Product?

• Does building a mobile product help serve our community and accomplish our mission?

• Do we have the resources to build and maintain a dynamic content experience?

• What is the internal perspective on mobile? What level of “buy-in” already exists?

• Do we have interest in mobile from outside partners?

• Does mobile align with our Digital Media priorities? Our business priorities?

Use the questions below to help identify if developing a mobile product is right for your station:

Before you begin . . .

Answer three questions:• How does mobile help serve our community?• What audience are we trying to reach? • Can we create compelling mobile

experiences?

Understanding the answers to these questions will help determine if a mobile

product is right for your station.

StrategyA well developed mobile strategy is crucial for determining what to build, what resources to allocate, how mobile affects your overall mission and what goals to set. Start here and develop a strategy.

• How does mobile serve our station mission/business strategy?

• How does mobile extend our brand?• What are our primary goals and how do we

measure? (e.g. – grow audience, increase membership, etc.)

• What is a mobile’s relationship to our multi-platform content? (i.e. – Websites, on-air productions, etc.)

• How do our mobile experiences extend community engagement and incorporate our community partners?

• What differentiates our mobile experiences?

AudienceThe first step to deciding if mobile is right for your station isunderstanding your audience and its needs. These questions will help you understand your station’s mobile user profile:

• Are we trying to reach our existing audience or a new audience?

• What are the needs of our mobile user?• How do we reach the mobile audience?• How likely are they to want our content in mobile

form?• What are our audience’s mobile capabilities?• What mobile content, if any, do they already look

for?• What are the habits of a mobile audience that

would be interested in our content?

Content

• Can our content be translated to a mobile experience?• How much of our content do we "make mobile"?• Does our mobile experience satisfy our audience’s

mobile needs?• Do we focus on independent mobile content

experiences or ones tied closely to content on other platforms?

• Will our existing content already meet our target audience’s mobile needs?

• Will our content stand out and be able to compete with other mobile products? Does it need to?

Building a mobile experience requires understanding how your content performs in that environment. Start with these questions:

Use Metrics to Drive Decisions:

• Determine whether app goal(s) were met.

• Inform decisions about the app:

– Do we invest more in this app?

– Do we need to modify the app to improve the experience?

– Do we keep distributing the app?

– Where do we put our promotional effort?

• Inform future decisions about content mix, functionality, and investments to green-light.

Regardless of how you answer questions about audience, strategy and content. It is important set clear goals and understand how to measure achievement of those goals. Using metrics to drive your decisions allows you to:

Determining What to Build

Understand the Mobile Space

The mobile space encompasses Mobile Web and Mobile Apps

• Timely content is highly valuable in the mobile landscape

• Driving growth of you content depends on its availability

• Growth in content consumption is fueled by utility, quality experience, and connection to the user’s lifestyle (aka be relevant to being on the go).

Magid, Mobile Content Study, July 2009

• You may already have a mobile Web presence - Any Web site can be launched in a mobile browser, but the user experience may not be optimized for mobile

• Mobile Web and Apps are not mutually exclusive - Many companies have both mobile products available (e.g. – Facebook, Banks, YouTube, etc.)

Apps vs. Mobile Web

Apps Mobile Web

Skills required to build and maintain

Specialized programming Web design

Functionality Tied to device Tied to browser

Audience Depth(But fragmented)

Breadth(300MM)

Distribution method

Push (once downloaded)

Pull(visiting site)

Controlled by Wireless Carriers,Manufacturers ...

Station

In Depth: Pro/Con - Apps

Pro:• Access the phone’s core

features such as GPS, camera, accelerometer, contacts, etc.

• Faster user experience (faster caching)

• Richer custom user interface and user controls (more dynamic/graphical)

• Continue to function when user is “offline”

Con:• You may need to build

multiple apps to reach audience using different platforms

• Require more specialized programming knowledge to build (potential higher development costs)

• Carrier/manufacturer controlled marketplaces (can vary by platform)

In Depth: Pro/Con - Mobile Web

Pro:• Single mobile site can

work in most mobile browsers (cross-platform)

• Building requires more general skill set

• Existing site may already be “mobile friendly”

• Site creator controls availability, publishing and updating

• Wider user-base

Con:• Network/connection

dependent performance

• Limited access to phone features can limit mobile channel functionality and innovative potential

• Web browser capabilities continue to mature

• Requires connection to either network or wi-fi (can translate to carrier charges for use)

Considering an App?

• Do you require access to the phone’s internal features, such as the camera, GPS or other software?

• Does your content need to be immediately on-demand, regardless of network/connection availability?

• Are you building a product dependent on advanced user interaction, such as a game?

• Are you building something truly unique to the mobile landscape?

• Does interacting with your content require specific user interfaces or advanced application capabilities?

• Do you have specific revenue goals for your mobile product?

• Have you already secured funding for the mobile product?

Use the questions below to help identify if an App is the right mobile product solution for your content:

Considering Mobile Web?

• Is your content more informational in nature?• Is your content generally static/evergreen?• Do we want to reach the audiences across multiple mobile

platforms?• Is your access to development/funding resources limited?• Do you want to be able to provide immediate, quick updates

to your content?• Do you use Web technologies that you want to integrate into

your mobile product (such as Wordpress or Drupal)?• Are you most concerned about the best return on your

investment (ROI) for your mobile product?• Are you new to the mobile landscape and just want to test the

waters?

Use the questions below to help identify if Mobile Web is the right mobile product solution for your content:

Ways to Get Started

• Optimize your current Web site for Mobile• Install mobile plug-ins or templates for your site’s Content

Management System (CMS)• Take advantage of RSS feeds: Convert your Blog, Events, Station

News and Community News into an app• Local Resource Directory• Mobile Social Media: Facebook and Twitter are already mobile friendly• Local Program Apps – Relate your app to the program content• Member Benefits Geolocation App – Business partner discounts to

members based on their location

While developing mobile products can be costly (some apps can cost upwards of $80,000), there are ways to “go mobile” on a budget. Here are some areas to think about.

Takeaways

Product

Build

Related

Consider a process like this:

Research Audience

Define Goals & Strategy

Determine Core Platform

Scope Product

Create Distribution Plan

{}

{

Strategic

Development

Publishing &

Promotion

Points to remember• There are two types of phones: the advanced,

operating system based Smartphone, and the simpler, basic functionality feature phone.

• Advanced wireless services are available, and utilized, by the majority of the US Population.

• Smartphone and mobile Web usage is on the rise.• Consumers will spend $6.8 billion in mobile app stores

in 2010.• Mobile Web reaches more people than the largest app

platforms.• The top 3 US Smartphones by market share are RIM

(BlackBerry), iPhone and Android (in order).• Texting is the number one activity of mobile users. • Web browsing and social media access are the two

fastest growing mobile activities.

Points to remember• 92% of stations surveyed indicated interest in mobile products

(42% ‘very interested’)

• 65% of stations surveyed have or are developing a mobile strategy

• Many stations devote “shared” employee time to mobile

• “TV Schedules” highest requested mobile product

• Mobile Web products favored slightly by stations

• The majority of stations do not have mobile Web optimized content nor offer/plan to offer a mobile app

• PBS mobile goals are:1.) Grow and engage audience

2.) Financial Health 3.) Serve the Stations 4.) Demonstrate innovation.

Points to remember

• Building a mobile strategy requires:– Establishing clear goals – Researching your target audience– Determining a content strategy

• Use metrics to drive decisions about mobile products.

Points to remember

• There are two main types of mobile products: Mobile Web and Mobile Apps.

• Timely and dynamic experiences are highly valuable in the mobile space.

• Your Web site is already accessible via mobile, but is it optimized for mobile?

• Mobile Apps are installed on devices, have access to phone's functions, are platform specific and require more specialized programming skill.

• Mobile Web reaches a wider audience, can be cheaper and easier to maintain, is limited in user interaction and requires a connection of some kind.

Helpful Resources• Mobile Access 2010 – Pew Research CenterThis recent survey (07/10) provides a large amount of information regarding mobile phone usage and demographics.http://www.pewinternet.org/~/media//Files/Reports/2010/PIP_Mobile_Access_2010.pdf

• comScore Press Releases A large archive of regularly updated mobile usage information (roughly every 3 months). Also check out the available newsletters, whitepapers and Webinars.http://www.comscore.com/Press_Events/Press_Releases

• Tech Blogs, Internet search, Analytics MonitorsMost tech blogs offer sections devoted to mobile products, and a Web search will yield many helpful links. Examples:

•Mashable’s Mobile Trends Series: http://mashable.com/tag/mobile-trends-series/•Distimo Reports: http://www.distimo.com •Mobile Marketing Watch: http://www.mobilemarketingwatch.com/

FeedbackThis deck is intended to help you take advantage of the mobile space. Please let us know how we can improve it to meet your needs.

Also, we would like to hear your success stories and lessons learned so we can share your work with the system and learn from each other.

Send feedback to: pbsi_stationservices@pbs.org