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What Is the Mobile Web? Chapter X1 On the Move with the Mobile Web: Libraries and Mobile Technologies Ellyssa Kroski What Is the Mobile Web? magine walking by a movie poster for the upcoming became widely attainable, the mobile Web is turning a Harry Potter film and scanning it with a click of your corner and becoming useful to the everyday user. While Icamera phone in order to download associated ring- mass adoption is still in its infancy in this country, the tones, get showtimes, or even buy tickets. How about snap- landscape is developing quickly. Now is the time to get on ping a photo while browsing through a magazine to get a board and on the move with the mobile Web. free sample of a new perfume? This may sound like science fiction right now, but in Japan, this type of mobile search technology is widespread, and in the United States similar The Mobile Web Defined services are already being developed, services that prom- The mobile Web, simply put, is the World Wide Web ise just this type of virtual engagement with the world accessed through a mobile device, ranging from a cellu- around us. Think about the convenience of scanning the lar phone to an iPod Touch. It includes the entirety of logo on someone’s Yankees cap to instantly receive the the Web and is not limited to Web sites that are specifi- latest score from the game. This is what’s coming. cally designed for mobile viewing. Handsets and mobile Today, most of us are using our cell phones primarily phones that have Web capabilities can search and browse to download ringtones and check our e-mail, but there ReportsLibrary Technology the Internet from anywhere they can get a cellular signal. is an abundance of truly amazing services we can access Web sites that are made especially for the small screen through the mobile Web right now. Armed with a smart- appear as scaled-back versions of their desktop coun- phone, PDA, or other Internet-ready mobile mechanism, terparts, often with a numbered menu system for quick users can retrieve local traffic information; check bus, access to content. Web destinations that do not have train, and airline schedules; and look up weather reports. mobile versions appear as if they were squeezed onto the But more impressive, they can also access mobile social tiny screen, and oftentimes have overlapping menus and networks that will alert them when their friends are links. If accessed by way of a search engine, a Web site nearby, text in a pizza order to Domino’s, borrow e-books may be “transcoded,” or have some formatting applied to www.techsource.ala.org from their library, take a guided audio tour of a museum, it in an attempt to make it more viewable on a phone. and watch CNN. Through the mobile Web, people can download audiobooks, upload camera-phone photos to Flickr, receive turn-by-turn driving directions, and have Who Are the Early Adopters? in-store coupons delivered to them. The computer, media player, and cell phone are all Fifty percent of the world’s population, or 3.3 billion converging into a single device as manufacturers aim to people, have mobile phone subscriptions, including 84% provide a complete experience for the consumer. This of U.S. residents.1 An era of mobile ubiquity has clearly evolution of handheld devices combined with new high- arrived, yet only 16% of American cell phone owners reg- 2008 July speed wireless data networks makes browsing the mobile ularly browse the mobile Internet, according to Jupiter Internet a more compelling experience. Much like the Research.2 This number is exceedingly low when com- transition the Web experienced when broadband access pared with other countries such as Japan, where over half 5 of mobile consumers consistently access the mobile Web. One significant use of mobile technology is for com- And not only access it, but wield it to pen bestselling novels munication (see figure 2). Text messaging, or short mes- and pay for purchases.3 The Pew Internet & American Life saging service (SMS) technology, is a way to exchange Project finds a slightly more optimistic outlook with its study, brief messages of up to 160 characters with other cell which shows 32% of Americans taking part in non–voice- phone owners, while picture messaging—sending images related data activities such as texting, taking photos, and from one mobile phone to another—is accomplished accessing the mobile Web on a daily basis, and 58% having through the multimedia messaging service (MMS) technol- tried their hand at these applications at least once.4 ogy. E-mail accounts can be accessed via mobile phones In the United States, 9 out of 10 college students through Web e-mail, Microsoft Exchange, BlackBerryMail, own a cell phone.5 Therefore, it’s not surprising that early and Enterprise servers and more. Mobile Web users can mobile Web adopters include many from Generation Y, or access instant messaging (IM) accounts such as AIM or users who fall into the 18–27 age range.6 Gen Y spends as MSN Messenger on their mobile devices to send and much time on their cell phones as they do on the Internet receive instant messages from their buddy lists. for personal reasons, according to Forrester Research.7 Mobile phones can also be used to download vari- English-speaking Hispanics and other groups, such as ous kinds of information and resources (see figure 3). African Americans, who have been slower to adopt the Ringtones are customizable sounds or phone ringers, desktop Web, are the leading users of handheld data appli- sometimes made from popular music tracks, that may cations. On an average day, over half of Latinos and 50% be downloaded for use on mobile phones. Mobile games of African Americans use their cell phones for an activ- are widely available for download and offline play for ity that requires the transfer of data. The use of mobile cell phone owners, and music files may be downloaded devices for non–voice-related tasks spans all income onto most mobile devices, many of which double as levels: in households with incomes averaging less than MP3 players. $30,000 per year, 44% of cell phone owners participate in And increasingly cell phone owners use their mobile data pursuits daily.8 devices to search for information (see figure 4). Weather reports, breaking news, maps, and reference resources can all be found via the mobile Web. What Are People Doing with Their Mobile Devices? Benefits of the Mobile Web Handset owners are utilizing their mobile access for a variety of purposes, although currently the most popular The mobile Web IS the Internet for the small screen and data-related activities include text and picture messaging, therefore delivers many of the same rewards as its desk- downloading ringtones, e-mail, instant messaging, and games. top counterpart: Participation in these endeavors varies greatly across gen- erational lines, yet tends to be lower among older groups • Constant Connectivity—Web-enabled mobile devices (see figure 1). provide owners with around-the-clock access to the July 2008 July www.techsource.ala.org www.techsource.ala.org Figure 1 Percentages of cell phone owners among U.S. adults. Source: Forrester’s North American Technographics® Benchmark Survey, Library Technology ReportsLibrary Technology 2007 (Charles S. Golvin, “Which Generations Are Doing Mobile Data Activities, 2007,” Forrester Research, Jan. 4, 2008). 6 Figure 2 Percentage of U.S. cell phone owners who use their phones for text messaging, picture messaging, e-mail, and instant messaging. Source: Forrester’s North American Technographics® Benchmark Survey, 2007. Library Technology Reports Library Technology www.techsource.ala.org www.techsource.ala.org July 2008 July Figure 3 Percentage of cell phone owners who use their phones to download ringtones and games and download or stream music and video files. Source: Forrester’s North American Technographics® Benchmark Survey, 2007. 7 Figure 4 Percentage of cell phone owners who use their phones check weather reports, read news, and look up various types of information. Source: Forrester’s North American Technographics® Benchmark Survey, 2007. Internet, regardless of location. At home, away on in the palm of their hand. Users can create content, business, or just off to the grocery store, handsets such as photos and videos taken with their camera provide a continual link to the wealth of information phones, share and rate media, make comments, write that is available on the World Wide Web. Mobile users blog posts, tag resources, and form connections on can check on the status of a flight while on road to social networks. the airport, check traffic reports, and even access a map and directions if they decide to take an alternate route. They can discover movie times while taking July 2008 July Mobile Web Challenges the bus home from work, buy tickets, find menus for nearby restaurants, and text an invite to a friend. Mobile Web developers and users alike encounter chal- • Location-Aware—Many of today’s smartphones and lenges when it comes to the portable Internet. Those pocket PCs have global positioning system (GPS) who create content for this new channel are confronted capabilities, which make them “aware” of where they with numerous development standards and technologies are at all times. Cell phone users can search for busi- to choose from, as well as hundreds of different mobile nesses near their locations, retrieve directions to a device types with varying functional capabilities, screen www.techsource.ala.org www.techsource.ala.org desired destination, create location-based content, resolutions, and sizes, as well as more than 40 distinct and discover nearby friends and contacts.
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