Abstract
Internet usage is going inexorably mobile.Morgan Stanley projects that the population of mobile internet users will overtake desktop internet users by 2014 as both categories exceed 1.6 billion users worldwide. Mobile users are also more engaged with content products than desktop users. For example, statistics show that the 30% of users who access Facebook through mobile devices are twice more active on Facebook than non-mobile users.This increased activity is not limited to everyday consumers: in scholarly markets, research from as early as 2005 shows that scientists value the ability to access and read papers on mobile devices. As publishers rush to join the mobile revolution, they are faced with a growing number of mobile platforms that must be supported; problems with authenticating highvalue institution customers; and making their content readable on small form factor devices. This paper will discuss strategies for addressing these challenges.
Highlights
The mobile internet has been around for many years, but the advent of the iPhone in mid-2007 changed everything
Newspapers daily circulation Cable/satellite TV subscriptions Cars registered in use Fixed landline telephones PCs in use including laptops E-mail active users Television sets Internet active users Credit cards – unique owners of Banking accounts – unique owners of FM radio receivers Mobile phone users – unique subscribers Mobile phones in use Mobile phone subscriptions in use 450 million 900 million 970 million 1.1 billion 1.2 billion 1.4 billion 1.6 billion 2.0 billion 1.7 billion 2.2 billion 3.9 billion 3.7 billion 4.3 billion 5.2 billion
If an app included digital content that was only available on a pay-per-view or subscription basis, the app would have to make the same or better purchase offers available using Apple’s in-app purchase mechanism, through which Apple retains 30% of gross revenue[12]
Summary
The mobile internet has been around for many years, but the advent of the iPhone in mid-2007 changed everything. The iPhone was the first mass-market mobile phone that truly defined today’s smartphone experience: rather than a phone that can access the internet in an extremely limited fashion, smartphones are powerful mobile computing devices that happen to be able to make phone calls. While the iPhone has been the iconic face of the smartphone revolution, all the major players are jumping in with both feet. Earlier this year, Google overtook Apple as the leading smartphone OS provider, and fully 50% of people interviewed in March 2011 who were planning to purchase a new phone in the six months planned to buy an Android phone 6 7 8 9. How will publishers adapt to such rapid evolution? What approaches make sense?
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