In billion people on earth 5 billion use a mobile phone 7 billion mobile subscrip<ons

Transcription

1 Clearer language, greater efficiency and effectiveness September The mobile future: plain language on a mobile web, Plain English Foundation Dublin l 19 September 2015 The world is going mobile In billion people on earth 5 billion use a mobile phone 7 billion mobile subscrip<ons Sources: Interna<onal Telecommunica<ons Union, KPCB, MMAA (c) Plain English Founda<on,

2 The toothbrush index Around 4 billion people own a toothbrush In billion people on earth 5 billion use a mobile phone 7 billion mobile subscrip<ons Sources: Interna<onal Telecommunica<ons Union, KPCB, MMAA Mobile growth has been enormous In 2014 Half a billion new mobile connec<ons were added 88% were smartphones (c) Plain English Founda<on,

3 Mobiles are far outselling other devices Worldwide shipment of devices (millions) Device type Tradi<onal PCs Ultramobiles (Premium laptops) PC Market Ultramobiles (Tablets) CompuFng devices market Mobiles 1,879 1,940 2,007 2,062 Total devices market 2,419 2,454 2,546 2,628 Source: Gartner, July 2015 hvp:// Last year was a crossover point March 2015 (USA) Mobile- only internet users exceeded desktop- only users for the first <me. (c) Plain English Founda<on,

4 And mobile =me is growing fastest Among millennials (USA) 87% smartphone never leaves side 80% pick up smartphone first thing on waking up 78% more than 2 hour a day on smartphone 60% believe in 5 years, everything will be done on smartphone Mobile web traffic already one- third share In 2015 Mobile data traffic was nearly 30 <mes the size of the en<re global Internet of 2000 Source: Global Web Index (c) Plain English Founda<on,

5 Now that I have your aben=on Three quesfons 1. How will communica<on change on the mobile web? 2. How might plain language guidelines need to evolve? 3. What are the implica<ons for prac<<oners? What genres will change most? InformaFonal texts Correspondence Fact sheets/ brochures Forms Policies and procedures Transac<on documents Terms and condi<ons Records Instruc<ons AnalyFcal texts Correspondence Reports Submissions Proposals Memos Briefs Advices (c) Plain English Founda<on,

6 What sectors will change first? Consumer- driven Consumers and business the drivers Informa<on and transac<onal texts change first Government, educa<on and and health is slower Consumers already moved online s, apps, web and mobile Replacing paper genres (and face- to- face) Mul<- screen and mul<- device Mixture of screen and real- world (c) Plain English Founda<on,

7 Business decision documents Board papers, reports, submissions Moving onto , mobile and tablet Increasingly non- linear and layered Interac<ve e- documents Dedicated apps such as BoardPad Annota<on func<ons replacing pen Legal chunks of six inches TransacFon documents Moving online (including signatures) Interac<ve and hyperlinked Provision structure will remain Advices and memos More significant changes Summaries become crucial Increasing use of headings (c) Plain English Founda<on,

8 Technical more visual and interac=ve User texts to sov copy and video Video to replace many user texts More text will be soe copy with 3D objects Increasing role of third par<es (YouTube) User support online Increasing role of social media User- driven content Wikis with WYSIWYG edi<ng Health online and interac=ve Medical records Medical records moving onto mul<ple plahorms InformaFon for pafents Medical informa<on moved increasingly online Pa<ent communica<on more interac<ve (c) Plain English Founda<on,

9 Government slower to adapt Customer facing Government businesses most responsive Tickets and licences going online Trend toward virtual iden<fica<on Policy Less responsive to date General portals as clearinghouse Less impact on internal documents The mobile future Three quesfons 1. How will communica<on change on the mobile web? 2. How might plain language guidelines need to evolve? 3. What are the implica<ons for prac<<oners? (c) Plain English Founda<on,

10 Principles for the mobile web 1. Build everything for user tasks 2. Consider the physical context 3. Select the best channels 4. Simplify the naviga<on 5. Priori<se content on every page 6. Design for small screens 7. Cut every word you can 1. Build everything for user tasks Board papers Provide informa<on Link to resources Enable and record decision Source: BoardPad, hvp:// (c) Plain English Founda<on,

11 2. Consider the physical context One eye one thumb 2. Consider the physical context April % of Fortune 500 sites not mobile ready, despite changes to Google s search algorithms (c) Plain English Founda<on,

12 3. Select the best channels Adding value Augmented reality apps Combine phone, net access, camera and geoloca<on func<ons Provide range of geo- related informa<on Source: Digital Trends hvp:// augmented- reality- apps/ 4. Simplify the naviga=on Scenario Applying for a car loan Informa<on path based on user scenarios 3 screens to success (c) Plain English Founda<on,

13 5. Priori=se content on every page 6. Design for small screens (c) Plain English Founda<on,

14 7. Cut every word you can Mobile text Plain language More headings Less discursive Highlights key words Principles for the mobile web 1. Build everything for user needs 2. Consider the physical context 3. Select the best channels 4. Simplify the naviga<on 5. Priori<se content on every page 6. Design for small screens 7. Cut every word you can = Already part of plain language = Substan<ally new to plain language = Enhanced version of plain language (c) Plain English Founda<on,

15 The mobile future Three quesfons 1. How will communica<on change on the mobile web? 2. How might plain language guidelines need to evolve? 3. What are the implicafons for pracffoners? The mobile future Six implicafons 1. Document genres 2. Technology 3. Pace of change 4. Convergence 5. Need 6. Training (and re- training) (c) Plain English Founda<on,

16 1. Document genre Document genres will change Some will disappear or dras<cally reduce Others will evolve and new ones will emerge Transac<onal and informa<onal texts will be first Most will move onto a screen 2. Technology We will need to be tech savvy Monitor the trends Adapt to the new genres and channels Add value for our clients (c) Plain English Founda<on,

17 3. Pace of change The pace of change will accelerate Pick up rate won t slow for some <me The poten<al of technology will evolve faster than our capacity to use it There s opportunity in the gap 4. Convergence There will be pressure to converge The tendency for different communica<on fields over <me to apply a common range of methods. (c) Plain English Founda<on,

18 5. Need There will be ongoing need for our skills Massive increase in informa<on flow Increasing role of technology in daily lives State sanc<on of our work = growing demand 6. Training (and re- training) We will need to retrain New apps and channels Upda<ng techniques Marke<ng to clients (c) Plain English Founda<on,

19 And a final thought The most excifng developments haven t been thought of yet. The mobile future E: mail@plainenglishfounda<on.com W: F: (c) Plain English Founda<on,

20 Copyright This presenta<on is the property of Neil James, the Plain English Founda<on, and other respec<ve owners, and is protected by copyright, trademark and other intellectual property laws. It can only be viewed and downloaded for personal and non- commercial use. Material must not be reproduced in any form, or used for any purpose other than for individual reference, unless the owners give permission to do so in wri<ng. For further informa<on, contact: (c) Plain English Founda<on,