Mobile – how to engage with

the customer Gill Elderfield, Head of Mobile, Directgov

The mobile market today

“..not having a mobile presence nowadays is a bit like not having a web presence circa 1999/2000”

Thomas Husson, Senior Analyst, Forrester March 2009

“..whatever you do, don’t lose sight of the rewards that the mass market will bring by thinking that the iPhone is the only game in town.”

Ray Anderson, CEO, Bango

Projected usage of mobile internet

Source: Morgan Stanley 2010

What is Directgov?

• Directgov makes it easier for the citizen to access essential government information

• Receives around 30 million visits a month

• Is available over three channels – on web, TV and mobile

Directgov mobileLaunched December 2005

New site launched January 2010

www.direct.gov.uk or text MOBILE to 83377

• Up to 250,000 unique visitors a month, up from 30,000 in September 2008

• 1 million page impressions per month

• Most popular content - live travel news and train times, job search and local searches

• Most popular app – travel news

10/04/23 05:04 PMConfidential Slide 6

The Directgov mobile service – an overview

• Up to the minute public announcements

• Location based searches

• Maps

• Linked telephone numbers

• Video

• SMS reminders

• Apps

Case study - travel information

Directgov travel news iPhone app

Case study – job search

Text JOBS to 83377

Job search

Local Search

Campaigns – Talk to Frank

Video

• Information

• Campaigns

• Topical features

• ‘How to’ guides

SMS

• Directgov shortcode – 83377

• Cross channel promotionText Travel to 83377

• CampaignsText JOBS to 83377

• sign up by email or text

• text DUE and date to 83377

• receive reminder when grant can be claimed

• promoted on the web and via leaflets distributed through GP practices and maternity clinics

• 30,000 sign-ups in first three months of campaign – three times more than forecast

Health in Pregnancy Grant Campaign

Banners

Other opportunities for government

• QR codes

• Wallpaper

• Bluetooth

Mobile should be a key element of the proposition

Mobile internet usage is increasing – now is the time to get involved

Important channel – make information available to the user when and how they want it

Conclusions

Thanks and any questions?

Check out Directgov on your mobile by texting

MOBILE to 83377