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Mobile Development Challenges and Strategies SSP Fall Seminar – Digital Opportunities and Challenges November 11, 2009 Alex Kim Manager, Web Product Development Web Strategy & Innovation ACS Publications Overview Challenges Strategies What ACS is doing – JACS β Challenges

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mobile development challenges and strategies

Mobile DevelopmentChallenges and Strategies

SSP Fall Seminar – Digital Opportunities and Challenges

November 11, 2009

Alex Kim

Manager, Web Product Development

Web Strategy & Innovation

ACS Publications

pubs.acs.org

overview
Overview
  • Challenges
  • Strategies
  • What ACS is doing – JACSβ

pubs.acs.org

slide3

Challenges

pubs.acs.org

challenge 1 authentication
Challenge #1: Authentication

Recognized

Institution

Wi-Fi on

institution’s campus

X

Mobile

Service Provider

Full Text Article

Access Denied: I.P. Address not recognized

pubs.acs.org

challenge 1 authentication5
Challenge #1: Authentication

Possible Solutions?

  • Make full text free via mobile app
    • Need to be careful that there isn’t a way to beat the system
    • Will it impact institutional usage and subscriptions?
  • Create a new authentication model
    • Something like Shibboleth
    • Periodic binding of a device to an institution
    • Again, need to be careful that there isn’t a way to beat the system
  • Digital Rights Management
  • Hope for the best
    • Maybe institutions will widely adopt VPN solutions
    • Maybe a standard authentication methodology will emerge

pubs.acs.org

challenge 2 analytics
Challenge #2: Analytics
  • Most mobile usage will not be connected to a known entity
  • Even if mobile usage is from a known identity, depending on the approach you take and how things work on the back-end, it may be difficult to consolidate mobile usage into your existing analytics system. Can you stay COUNTER compliant?

Solutions

  • IT creates back-end consolidation
  • Base your mobile delivery on the existing web platform

pubs.acs.org

challenge 3 presentation behavior
Challenge #3: Presentation/Behavior
  • Tables and equations
  • Multimedia
    • Audio/Video takes some work, but is definitely doable
    • Real challenges are things like 3D crystallographic structures
  • Other device constraints
    • Navigation scheme
    • Dynamic, JavaScript-driven features won’t work on many devices

pubs.acs.org

challenge 4 keeping up with devices
Challenge #4: Keeping Up with Devices

Android

iPhone/iPod Touch

BlackBerry

Symbian (Nokia)

Nook

FAKE!

Palm Pre/webOS

Kindle

The new Apple iTablet

pubs.acs.org

challenge 4 keeping up with devices9
Challenge #4: Keeping Up with Devices

Is the iPhone/iPod Touch really the platform to target right now?

  • Well over 50 million iPhones and iPod Touches sold
  • Not the highest market share in terms of units sold (~15% of smartphones worldwide), but highest in terms of actual usage

Published March, 2009

http://news.cnet.com/8301-13579_3-10184805-37.html

slide10

Strategy

pubs.acs.org

three general approaches not mutually exclusive
Three General Approaches (not mutually exclusive)
  • Target “everyone” / Do it quickly

Create mobile stylesheets alone

    • Development Environment: Same as website
    • Content: HTML is unchanged
    • Presentation/Behavior: Changed to fit mobile browser
  • Target “everyone” / Do it better

Create a separate mobile site or web apps

    • Development Environment: Same as website
    • Content: HTML is changed to suit mobile screens
    • Presentation/Behavior: Changed to fit mobile browser
  • Target specific devices / Do it best

Create mobile apps

    • Development Environment: Different from website and different between platforms
    • Content: Depends on the approach
    • Presentation/Behavior: Changed to fit the device’s user interface

pubs.acs.org

create mobile stylesheets
Create Mobile Stylesheets

Benefits

  • Wide reach
  • Speed of deployment
  • Ease of deployment
  • Ease of iteration
  • Low cost
  • Low maintenance

What is involved?

  • Make small edits to the metadata of your web pages
  • Mobile devices get recognized and are served a mobile-specific stylesheet
  • HTML remains unchanged

Drawbacks

  • Limited by the HTML that’s used on the website
  • May need to choose between:
    • Reaching a wider audience with fewer features
    • Catering to a smaller audience with more features

pubs.acs.org

create a mobile site or web apps
Create a Mobile Site or Web Apps

Benefits

  • Wide reach
  • Better user experience than stylesheets alone
  • More flexible for different devices

What is involved?

  • Create a new system or sub-system for content delivery
  • Significant back-end development required
  • Create new templates and stylesheets specific to mobile delivery
  • May even want to have different stylesheets and templates for specific devices

Drawbacks

  • Significant development
  • Higher cost
  • Requires some maintenance
  • Limiting the audience a bit

pubs.acs.org

create mobile apps
Create Mobile Apps

Benefits

  • Potentially the best possible user experience
  • Can be monetized in new ways

What is involved?

  • Develop device-specific applications
  • Significant back-end development required
  • More complex front-end development required as well

Drawbacks

  • May require higher cost than mobile site creation
  • Limited to specific platforms
  • Requires proactive advertising, unlike the website

pubs.acs.org

flickr
flickr

Regular Website

  • View pictures/video
  • Upload pictures/video
  • Organize sets and collections
  • Batch operations
  • Comments, Tagging, Geotagging
  • The list goes on...

pubs.acs.org

flickr16
flickr

Mobile Website

  • View photos/videos
  • No uploads
  • No organizing
  • Commenting, but no tagging
  • View pictures taken nearby

pubs.acs.org

flickr17
flickr

iPhone App

  • View photos/videos
  • Upload photos/videos
  • No organizing
  • Commenting, but no tagging
  • Can’t view pictures taken nearby
  • Actually a little bit harder to navigate than the mobile website

pubs.acs.org

know your customers needs
Know Your Customers’ Needs
  • End user testing
  • Focus groups
  • Unsolicited feedback (Help Desk)

pubs.acs.org

what is jacs beta
What is JACS Beta?
  • Testing ground for the ACS Publications website
  • A place to quickly test concepts and gain feedback from end users

pubs.acs.org

mobilize don t miniaturize
Mobilize, Don’t Miniaturize

“Mobile users operate in a very different usage context than PC users, and providing them with an experience customized to their needs is likely to be the best service you can offer to them.”

Dominique Hazaël-Massieux

“Return of the Mobile Stylesheet”

A List Apart (alistapart.com)

pubs.acs.org

jacs beta mobile toc
JACS Beta Mobile TOC

AssumptionUsers on mobile devices have a different goal than users on “normal” computers (desktops/laptops). We believe they primarily want to browse the latest research to stay up to date and not necessarily read entire articles while on the go.

Limitation

Unless users are connected via wi-fi on an institution’s campus, they are not IP-authenticated to access the full text of articles.

Approach

In this project we provide a way for users to easily browse through content, mark articles they are interested in reading the full text of, and then save those articles to a private repository.

pubs.acs.org

live demo of mobile toc project
Live Demo of Mobile TOC Project

http://pubs.acs.org/jacsbeta/mobile

Primarily targets the most advanced mobile browsers found on the iPhone/iPod Touch, Palm Pre, and Android phones. Also works on any phone that has the free Opera Mini browser installed, though it’s not as nice of a user experience.

pubs.acs.org

step 1 log in
Step 1: Log In
  • Log in with ACS ID is required in order to get the full functionality
  • Allows you to attach articles to your profile via the Favorite Articles mechanism that exists on the site

pubs.acs.org

step 2 browse the toc
Step 2: Browse the TOC
  • Scroll down the page to view all of the articles
  • Abstracts are hidden by default, but can be shown by tapping on “View Abstract” link

pubs.acs.org

step 3 select articles of interest
Step 3: Select Articles of Interest
  • Click the checkboxes of articles you are interested in reading the full text of

pubs.acs.org

step 4 add the articles to your list of favorites
Step 4: Add the Articles to Your List of Favorites
  • After checking all of the articles you’re interested in, navigate to the top or bottom of the TOC, and click on the big blue button that reads “Add selected articles to list of Favorites”

pubs.acs.org

step 5 articles are saved in favorite content list
Step 5: Articles Are Saved in Favorite Content List
  • After clicking Save to Favorites button, you are taken to your Favorite Content list, and the beta project is complete. You are now on the normal ACS Publications website, which is not yet optimized for mobile display.
  • Now you can log in on a normal computer, go to your Favorite Content list, and view the full text of the selected articles.
  • Advantages of using your normal computer:
    • Easier to read
    • IP-authenticated
    • Ability to print

pubs.acs.org

thank you

Thank You

Alex Kim

Manager, Web Product Development

Web Strategy & Innovation

ACS Publications

pubs.acs.org