Mobile media trends and Government of Canada online service delivery

The growth of mobile media consumption and use via mobile devices is exponential. There are three major trends:  amplified convergence; data tracking; and, the multi-screen universe.  All three trends not only enhance device mobility and user expectations and experience, but also exemplify how web management practices within the Government of Canada should evolve to meet growing citizen expectations for online government service delivery.

  1. Amplified convergence: Convergence on digital platforms usually refers to the intersection of various types of content enabled on different devices, from smartphones to tablets to laptops.An example of amplified convergence is the mobile wallet. Transactions of all sorts will take place via the mobile wallet, not just between consumers and retail businesses but also between citizens and government services. An eventual 5G network will further enable the ‘internet of things’ (see this helpful infographic for more details) and allow for a seamless convergence of content between all devices.As a result, content creation, usability and development will rely on various groups sharing their skills and resources to provide a cross-platform user experience. Having a solid organizational governance structure in place with clear roles and responsibilities outlined for each group becomes a critical success factor for efficient delivery.
  2. Data tracking: From body weight to geo-location indicators, mobile devices enable real-time data tracking. Never before has so much data been collected at such customized levels.The upside of collecting all this data is that the way in which we receive information can be tailored to our specific needs, based, if warranted, on our exact location.In two years, we no longer will seek apps, they will be pushed to us based on where we are and what we’re doing. The downside to tracking and collecting all this data is to what ends it could be used for.With the amount of data being tracked and how quickly it can be adapted to meet user needs, organizational information management standards and processes will be important to maintaining the balance between privacy and usability.As Linda Daniels-Lewis at Systemscope points out in Is your information really an asset?: “We have to transform the concept of information management from “filing” information to “using” information”.
  3. The multi-screen universe: Content will no longer be restricted to a set screen size since screens can be enabled or enhanced via mobile devices. Screens will display location-based information tailored to individual users.Augmented reality plays a role in creating screens seemingly out of thin air through applications such as Wallit or Blippar. Adding to the multi-screen universe and additional reality layers can be viewed on this video for the Google Glasses Project.Content therefore should be scale-able for various screens and appropriately labelled to enable customized access. Content lifecycle guidelines and regular ROT exercises should be planned as website content management becomes an ongoing process.To quote another Systemscope blogger, Denise Eisner, finding ROT is only the beginning.

For success in the mobile space, David Armano states in a Harvard Business Review article that organizations should “learn from past lessons in Web, digital and social”. Given that mobile media is still a growing market in Canada, there is time within the Government of Canada context to revisit organizational governance structures, IT applications and website content and incorporate citizens’ experiences and expectations about online service delivery and mobility to Government of Canada websites and web applications.

Kellen is a dynamic consultant, who excels at analysing how people, information and technology work together. As Director of Government Service Excellence, Kellen is focused on helping the Government of Canada solve the complex problems related to serving Canadians. This is done with a focus on effective and strategic use of the web, integrating with other channels such as telephone, in-person, social media and mobile platforms. His strength is bringing clarity to complex situations, and Kellen achieves this through his skills in facilitation, change management, process design and creative problem solving.


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