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, [email protected]

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

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!Markus Aeugle – Head of Mobile Communication

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


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


Mobile – just a nerd-minority topic?

Quelle: Studie Initiative21, Februar 2014

Quelle: Yahoo! Mobile Modes Whitepaper 2013


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


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

M o b i l e


What needs to be done? – Three steps!


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?


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


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


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)


The keepsakes of the day!


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!


Ort, [email protected]

Thank you for your attention!

Markus AeugleHead of Mobile Communication

]init[ AG für digitale Kommunikation

[email protected]: +49 30 97006240f: +49 30 97006421

EU goes Mobile

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