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Being Truly Mobile -Darrell W. Gunter
Mobile + Multimedia + Streaming = A New Paradigm and Opportunity
ABOUT THE AUTHOR
Darrell W. Gunter is a “digital publishing” executive with extensive experience in leadership, strategy, sales, marketing, and technology in the digital industry. He is a frequent speaker and moderator at many industry events.Read more
He is the president and CEO of the consulting firm Gunter Media Group, Inc. Gunter also serves as Director, North America, for the International Association of STM Publishers and is a sales executive for Gadget Software. He has worked for leaders in the electronic-information industry, such as Xerox, Dow Jones Financial News Services, Elsevier, Collexis, and the American Institute of Physics. He has been an innovative pioneer in the industry, with the successful launch of several dynamic products and applications: Xerox 2830, DJ News Retrieval (now Factiva), ScienceDirect, Scopus, College Markets (Elsevier) and BiomedExperts.com, Expert Profiles, Reviewer Finder (Collexis) and GadgetOne (Gadget Software).
Darrell is very active in industry groups, with memberships in AAP/PSP and SSP. He co-chairs PSP’s Committee for Digital Innovation and is a former Associate Editor of the journal Learned Publishing, published by the ALPSP. Gunter is a graduate of Seton Hall University’s W. Paul Stillman School of Business, where he obtained his bachelor’s degree in business administration (marketing). Gunter earned his MBA from the Lake Forest Graduate School of Management and is also a graduate of Rutgers University’s Center for Urban Entrepreneurship and Economic Development’s Entrepreneur Pioneers Initiative program.
He serves on several advisory (MyScienceWork) and nonprofit boards and is an adjunct professor at Seton Hall University, where he teaches professional sales. His radio program, Leadership with Darrell W. Gunter, is in its ninth season and airs at 8:00 a.m. every Saturday on WSOU HD 89.5 FM/WSOU.net.
If you ask most publishers of any content (books, journals, magazines, newspapers, etc.) if their content is mobile compliant, almost 100 percent of them will say yes. They would say that being mobile ready means being optimized for mobile, PDF, EPUB, and mobi formats. Well, there are many levels and definitions for anyone’s content as being ready for mobile. Each of the options above have their strengths and weaknesses, but most important is how their limitations affect the reader’s ability to have a full multimedia experience on a mobile device.
A good industry friend of mine, Max Riggsbee, the chief product officer of Gadget Software, has studied the art of reading via mobile devices over the last few years. He developed a hypothesis around the best practices for publishers to present their content on mobile devices, establishing the following four rules:
- Rule 1: Let the user control the medium. As mobile is the new medium, if users have a bad mobile experience, they won’t come back.
- Rule 2: Limit scrolling. Optimized mobile pages provide unlimited scrolling, which can be a challenge for any reader trying to manage his or her reading.
- Rule 3: Provide search functions. Readers want to search, find, discover, and read the content most important to them.
- Rule 4: Offer notifications. The ability to send and receive notifications is important.
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