The mobile world: One non-profit publisher's journey

Abstract

Many information providers are exploring content delivery via the mobile web and smartphone applications. Objectives include fitting academic content more effectively into user workflows, reaching new audiences, overcoming barriers to access, maximizing value and usage, and satisfying evolving user expectations. This case study explores Annual Reviews' experience of developing a mobile strategy for its academic research content, from planning around mobile investment and business models, through practical decisions and technical challenges during development and launch, to usage, follow-up research and ongoing experiences. It spans different stakeholder perspectives and is based on telephone and e-mail interviews with marketing, technology, sales, editorial and executive staff, librarians and end users. It aims to capture the decisions, processes and experience for the long-term record, and in the short term, to share insights with the many information providers that are less far along the mobile adoption curve.