An excellent example of an organization that has fully embraced mobile content and applications is NOS, the Dutch public broadcasting company. James Tjan, Project Manager New Media, showed the conference crowd at J. Boye’s recent web and intranet conference in Aarhus, Denmark the impressive work that NOS has done in this area over the past few years.
Clearly, for many of them mobile is no longer just a nice-to-have add-on. It is now part of the core business, and has become an essential delivery channel with its own characteristics and opportunities.
As a public broadcaster, NOS has a clear mission towards its audience: to be the primary source of information, news, sports and events for Dutch citizens. Their focus is no longer just on ‘traditional’ radio and TV broadcasting, but increasingly on delivery through other platforms – web, smartphones and tablets.
James talked about the following examples:
The next step for NOS is to think about more innovative multi-screen strategies. It is no longer enough to design mobile applications, it is also important to think about how they are interconnected with other digital platforms and form factors. Customers are constantly switching between devices and expect user interface, content and overall experience to be seamless.
In his presentation, James referred to some great thought-provoking work done by German design consultancy Precious. They have come up with a categorization of “ecosystems” for TV, PC, tablet and smartphone screens, and identified 6 different usage patterns.
The way forward, in the eyes of James and shared by many others at the conference, is to overcome the roadblocks to mobile adoption and to build on the strengths of each platform (smartphone, tablet, laptop, TV screen). Those roadblocks include:
Ultimately there should be room for all platforms, because each has its own very specific advantages and shortcomings. For mobile devices, the advantages lie in the added capabilities of geo-location awareness and user-generated content, anytime, anywhere. NOS has very intelligently added “any screen” to the equation!