eu goes mobile

Brussels, September 4th, 2014

EU goes MobileA sustainable path towards mGovernment

Web, apps and mobile services -What citizens expect from a modern administration!

Agenda

Ort, 22.10.2014vorname.name@init.de

Introduction(Boris Marinov, ]init[ AG, Brussels)

Comparative global strategies for mGovernment(Paul Waller, Brunel University, London)

Web, apps and mobile services - What citizens expectfrom a modern administration! (Markus Aeugle, ]init[ AG, Berlin)

Discussion

EU goes MobileA sustainable path towards mGovernment

Comparative global strategies

for m-government

• Paul Waller

• Brunel University London, UK

Why a Mobile Strategy?Mobile first; mobile only:

“Mobile access is rapidly becoming the primary way in which people seek government information” – IDC

“The majority of constituents now have mobile phones, and oftentimes that’s their only access to the Internet” – Georgia State CIO

“99% of Internet users [in Kenya] access it through the mobile channel” – Communications Commission of Kenya, 2013

Mobile Strategy Options

Device-specific (1): Standard PC portal +

mobile apps (Apple, Android, Windows,

Blackberry and various size devices)

Device-specific (2): Separate portals for PC,

mobile phone, kiosk, etc – preferably with

auto-redirect

Device-responsive: Single portal feeding all

devices

Device-specific (1)

…Developing for 6+ operating systems and 1000s of devices

…Maintenance, security, keeping up with OS upgrades

…Official app vs copies and spoofs

…Users knowing there is an app and finding it: marketing

…Keeping content up to date once downloaded

…Control & vetting e.g. age limits of proprietary app stores

…Cluttering up the phone memory with rarely used apps

The Problems with Apps…

Device-specific (2)

Device-specificwith automatic re-direct

Device-responsive

Device-responsive

Device-responsive

Device-responsive

Oops!

Mobile Strategy Issues

Goals

• Do what matters, not the ephemeral

• Keep admin simple for the longer term

• Keep user confidence in source and content

Approach

• User profiling & use cases: does an app make sense?

• Rigorous risk assessment and long-term cost appraisal

• Robust to changes in user devices and content

• Review policy implementation from first principles if possible

Comparative global strategies

for m-government

• Paul Waller

• Brunel University London, UK

Web, apps and mobile services -What citizens expect from a modern administration!

Web, apps and mobile services -

What citizens expect from a modern administration!Markus Aeugle – Head of Mobile Communication

]init[ AG für digitale KommunikationBrussels, Septmeber 4th, 2014

Web, apps and mobile services -What citizens expect from a modern administration!

Facts & Figures – Let‘s talk about the relevance!

Web, apps and mobile services -What citizens expect from a modern administration!

Mobile – just a nerd-minority topic?

Quelle: Studie Initiative21, Februar 2014

Quelle: Yahoo! Mobile Modes Whitepaper 2013

Web, apps and mobile services -What citizens expect from a modern administration!

Mobile – just a nerd-minority topic?

Quelle: TNS Infratest, Mobile Club, März 2013

Quelle: Mobile Impact Academy, Axel Springer, März 2013

total female male < 35 > 35mont

h

week day

Web, apps and mobile services -What citizens expect from a modern administration!

What‘s in it for me? – The mobile added values

M o b i l e

Web, apps and mobile services -What citizens expect from a modern administration!

What‘s in it for me? – The mobile added values

M o b i l e

Web, apps and mobile services -What citizens expect from a modern administration!

What needs to be done? – Three steps!

Web, apps and mobile services -What citizens expect from a modern administration!

Step 1: Identify your „Mobile-Use-Cases“!

May I pick it up andcarry away?

Do I use it severaltimes a day?

Is there any relationto my location?

Does the technologysupports me?

Web, apps and mobile services -What citizens expect from a modern administration!

Step 2: Selection of the best implementation

Responsive Website

1 All the content in one website!

2 No additional systems and editorial expenditure!

3 Platform independent and device sensitive!

4 High range of coverage!

5 No installation-barrier and app store management

Web, apps and mobile services -What citizens expect from a modern administration!

Step 2: Selection of the best implementation

Mobile App

1 Very high system and application performance!

Maximized user experience (familiar environment)2

Ideal utilization of device-dependent functionalities3

Connection-independent functionalities and data4

Closer user-connection – local installation5

Web, apps and mobile services -What citizens expect from a modern administration!

Step 3: Follow the road to success!

Fun & Desirability (User Experience)

Permanent content updates in shortintervals (Topicality)

Active users will return! (RecurrentInclusion)

Pleased users will recommend! (Virality)

Web, apps and mobile services -What citizens expect from a modern administration!

The keepsakes of the day!

Web, apps and mobile services -What citizens expect from a modern administration!

One finding, two questions and one recipe!

Question 1: Which processes and informations aresuited in a mobile context?

Question 2: Which challenges do you meet with a mobile web-site and which with an App?

Recipe: Successful solutions are handsome, permamentup-to-date, active in use and will be recommended!

Finding: Mobile is an important communication-channel. It‘s mainstream and without I miss morethan a third!

Web, apps and mobile services -What citizens expect from a modern administration!

Ort, 22.10.2014markus.aeugle@init.de

Thank you for your attention!

Markus AeugleHead of Mobile Communication

]init[ AG für digitale Kommunikation

markus.aeugle@init.det: +49 30 97006240f: +49 30 97006421