Munro, K., Stevenson, K., Stenson, R., Walker, W. and Fisher, C. (2011) Planning for the mobile library: a strategy for managing innovation and transformation at the University of Glasgow Library. Serials: the Journal for the Serials Community, 24 . S26-S31. ISSN 0953-0460 http://eprints.gla.ac.uk/57643/ Deposited on: 17 November 2011

Enlighten – Research publications by members of the University of Glasgow http://eprints.gla.ac.uk

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Beginnings and early decisions

In 2010, a small group of library staff formed aMobile Technologies Group to conduct a broad-level investigation into how the Library could bestsupport access to information and services throughmobile devices. We began to collect data usingGoogle Analytics about mobile device traffic to ourwebsite and to our search services. The datashowed that this traffic was already significant andwas steadily increasing. The most popular devicesour users had were smartphones such as theiPhone, BlackBerry and those with the Androidoperating system, and also the iPad.

An initial report (in response to this data) whichwas informed by some preliminary reading of theacademic literature on the use of mobiles in highereducation was presented to the Library SeniorManagement Team in June 2010. That report madefour recommendations: firstly, that a mobile interface

to the library catalogue be developed; secondly,that mobile access to user account information beprovided. Finally, it recommended that the teaminvestigate two things: how to exploit developmentsin SMS (text messaging) for circulation notices, e.g. overdues and courtesy notices; and also thepotential of instant messaging functionality onmobile devices for reference and enquiry services.

An important factor in this initial report was thedecision to follow a vendor-supported approach tothe provision of a mobile catalogue rather thancreating device-specific apps at this time. While theattraction of an app is its visibility to users viaroutes such as iTunes, and that the app is particularto the mobile device being used, we concluded thatthe development of device-specific apps for mobileaccess to University of Glasgow Library serviceswould be expensive, both in terms of initial set-up

Planning for the mobile library: astrategy for managing innovation andtransformation at the University ofGlasgow LibraryModern mobile devices have powerfulfeatures that are transforming access toinformation. Lippincott1 argues that asmobile devices such as smartphonesbecome ‘key information devices’ for ourusers, libraries will want to have a signifi-cant presence in offering content andservices that are suitable for this medium.This article outlines the process of develop-ment and implementation of a mobilestrategy at the University of GlasgowLibrary. What began as an investigationinto a mobile interface to the librarycatalogue evolved into a comprehensivestrategic review of how we deliver servicesnow and in the future in this rapidlychanging mobile environment.

Clockwise from bottom left: KAREN STEVENSON, Library Manager

System Co-ordinator; ROSEMARY STENSON, Head of Cataloguing;

WENDY WALKER, Electronic Resources Manager (Books); KAY

MUNRO, College Support Librarian; (not pictured) CATRIONA

FISHER, Customer Services Manager, all at University of Glasgow Library

Serials – 24(3) supplement, November 2011 Kay Munro et al Planning for the mobile library: a strategy

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costs and of ongoing maintenance. In addition, thenecessary expertise was not immediately availablein the Library and it would be necessary tocontract out the development of such applications.

Senior Management endorsed the proposals putforward in the report, including the purchase ofthe AirPAC software from our LMS provider,Innovative Interfaces. AirPAC provides a mobilesearch interface and access to the most commonlyused user account functions.

Gathering pace

Planning for the implementation of the AirPACsoftware began in earnest in October 2010.However, at this point, data from Google Analyticsindicated that the numbers of users accessing thewebsite and search services on mobiles wasincreasing even more dramatically than we couldhave predicted only a few months earlier. It wasclear that we needed to think more widely andmore imaginatively about the introduction ofmobile Library services, identifying areas wherewe could use mobile technology to provide notonly new services, but to enhance or expandexisting ones. A decision was made to take a morestrategic approach to the implementation ofmobile services than had been explored in ourinitial paper.

The JISC Strategy infoKit sets out what arebelieved to be ‘the most important tasks and pro-cesses required to successfully articulate, coordinateand manage strategic activity’2 and defines certainkey stages in strategy development and implemen-tation. We identified eight key stages in ourstrategic planning: to evaluate and monitordevelopments in mobile technology; to evaluate userrequirements; to form and define our objectives; toformulate a strategy; to identify the resourcesrequired; to gain approval from senior management;to consult and obtain buy-in from other librarygroups; and to manage effectively implementation.

A vital element identified in the infoKit is thatthose responsible for the strategic planning andactivity have ‘all relevant facts at their disposal’. Asystematic review of the academic literature wasundertaken and a decision was made to survey ourown users and ask them what Library servicesthey would like to be able to access on their mobiles(Figure 1). More engagement with colleagues inother departments within the institution who

were also developing mobile services was alsoexplored.

Innovation and transformation

From the potential initiatives and developmentsthat were identified during this period ofinformation gathering, it was evident that modernmobile devices have powerful features that aretransforming access to information in innovativeways. Clearly, the successful implementation of an innovative project was going to require acomprehensive, organized, systematic and user-centred strategy. The strategy that emergedattempted to manage the innovation process byembracing each of the three critical arenas ofinnovation: product, process and strategic3. Productinnovation is the process of developing newproducts and services which improve the userexperience; process innovation involves measuringand structuring institutional activities and achievingimprovements in service performance; strategicinnovation is about challenging existing models ofachieving customer value in order to meet newlyemerging customer needs. The ten target areas

Figure 1. Example of fact-finding survey targeting Library users

identified in the Library mobile strategy included anumber in each innovation arena:

■ development of a mobile search interface■ adoption of QR codes■ investigation of an instant messaging enquiry

service■ investigation of SMS/text messaging Library

notices and Enquiry Service■ mobile e-book strategy■ evaluation of Bluetooth technology■ mobile infrastructure within Library buildings■ development of a mobile user education strategy■ development of a mobile promotion and

evaluation strategy■ development of Live Lab concept for device

and service testing.

Product innovation elements of the strategyinclude the creation of the mobile library searchinterface, the adoption of QR codes and theintroduction of an instant messaging service. Thedevelopment of the Live Lab and a user educationstrategy are examples of the strategic innovationelement as both concepts challenge our existingmodels of staff training and user education. Lastly,Bluetooth and mobile infrastructure targets areexamples of process innovation, where a failure tomeasure, evaluate and improve the existing infra-structure could mean that product and strategicinnovation prove impossible to implement.

In December 2010, a comprehensive Librarystrategy for mobile service delivery, which includeda full literature review and a ten-strand projectplan with a phased implementation schedule andfuture service development opportunities, waspresented to the Library Senior Management Teamfor further consideration.

Phase 1: implementation

The strategy was fully endorsed by the Library’sSenior Management Team. This included the author-ization for the purchase of an extensive list ofmobile devices including phones, tablets and e-bookreaders for the Live Lab concept and an agreementon the proposed targets and project managementstructure for the delivery of phase 1 of the strategy.

Phase 1 implementation began in January 2011.Priorities for each of the ten target areas weredeveloped by the Mobile Technologies Group, and

these were given to eight Working Groups todeliver by 31 May 2011 (Figure 2). The priorities forphase 1 across all target areas were modest butdeliverable, and would allow us to launch anumber of services over the summer vacationperiod that could be fully tested and evaluatedbefore the start of Semester 2011–12.

Where possible, responsibility for implement-ation of the phase 1 remits was given to existinggroups already working on service enhancementand delivery in related areas. For example, the Web 2.0 group was given responsibility for theinstant messaging service pilot; the Marketing Groupfor the promotion strategy; and the InformationLiteracy Group for the development of a mobileuser education strategy. Where an existing groupdid not exist, working groups were established.For example, an Infrastructure Group was estab-lished to look at existing WiFi and Bluetoothprovision in the Library building and to advise onsignage, and the QR Codes and E-books Groupswere established to deliver phase 1 remits in theseareas. The Mobile Technologies Group tookresponsibility for the implementation of the mobilesearch interface and the development of the LiveLab concept as well as maintaining overallresponsibility for managing the project as a whole.The next section provides detail on each of the tentarget areas and the phase 1 remits for each sub-group with responsibility for implementation

Strategy detail and phase 1 remits

Target – library search interface for mobile devicesThe Library should develop a new library searchinterface, specifically designed for mobile deviceusers, using AirPAC.

Phase 1 implementation remit: The launch of aservice, specifically designed for mobile deviceusers, using the AirPAC software. The service willbe characterized by catalogue search functionality,including access to ‘My Library Account’, allowingusers to view their current checkouts, renew books,etc. and access to commonly requested inform-ation such as opening hours, location, andcontacts. (See Figure 3.)

Target – QR codesQR codes should be introduced to enhance libraryservices.

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Phase 1 implementation remit: Investigate andimplement, where possible, the use of QR codes toenhance library services. QR codes should beadded to all catalogue records so that users cansimply scan the barcode using their mobile deviceto save basic bibliographic information, locationand shelf-mark to their mobile. Investigate andimplement QR codes in other service areas.Identify and prioritize other applications for futurephases.

Target – instant messaging and SMS (text)The Library should develop a pilot instantmessaging service for user enquiries, using aUniversity-approved, free instant messagingservice to drive this development. Investigate thepotential of SMS for Library notices and forLibrary enquiries.

Figure 2. Mobile strategy phase 1

Figure 3. Library search interface using AirPAC

Phase 1 implementation remit: Investigate thedevelopment of a co-ordinated instant messagingservice for user enquiries, integrating with theexisting e-mail, phone and face-to-face supportservice, and using Facebook and Twitter accounts.Investigate the suitability of a service such asMeebo for this purpose.

Target – e-book readersThe Library should investigate issues surroundingthe use of e-book readers in an academicenvironment. The Library should evaluatewhether library purchased e-book content can beused effectively on e-book readers and othermobile devices.

Phase 1 implementation remit: Evaluate publishercontent on a variety of specialist e-book readersand other mobile devices for suitability of use forthe Library and its users.

Target – Bluetooth and infrastructureThe Library should investigate current provisionof WiFi and Bluetooth services in Library buildingsand evaluate products currently on the market thatcould enhance service provision.

Phase 1 implementation remit: Survey existing LibraryWi-Fi service coverage and investigate extension ofservice to all staffed areas. Engage with theUniversity of Glasgow Computing Service toinvestigate the possibility of some Library webservices being available via Wi-Fi without the needfor the VPN client. Investigate the range ofBluetooth service products currently on the marketand report on their potential application within theLibrary building.

Target – user educationThe Library should develop a mobile e-literacyplan for library and information skills training thatis appropriate for both Library staff and Libraryusers.

Phase 1 implementation remit: Develop a mobile e-literacy plan for library and information skillstraining.

Target – development of a promotion and evaluationstrategy for mobile servicesThe Library should develop a marketing andpromotional strategy for the new mobile services.Establish a programme of regular surveys of

University of Glasgow Library users to establishmobile device ownership and use. Develop mech-anism to track use of Library services by mobiledevices. Design a programme of regular usertesting of the new mobile services.

Phase 1 implementation remit: Develop a marketingand promotional plan for the new mobile services.Conduct analysis of first survey of mobile users toestablish mobile device ownership and usage.Establish, through Google Analytics, regular datacollection about mobile devices accessing ourvarious websites, and the most viewed content.

Target – creation of a Live Lab The Library should acquire a selection of the mostpopular devices so that services introduced can betested on a range of mobile operating systems andprovide an opportunity for Library staff to becomefamiliar with them.

Phase 1 implementation remit: Purchase of a numberof mobile devices, including phones, tablets and e-book readers. Develop, implement and administerthe Live Lab concept.

Just the beginning

Phase 1 of the strategy has now been completed.All working groups successfully delivered onremits and a number of new services have beenintroduced. Following its trial launch in April 2011,our instant messaging pilot, using Meebo, hasbecome a permanent service. On 6 July 2011,AirPAC, now branded as Mobile QuickSearch, waslaunched and QR codes were added to the WebOPAC. The engagement with Library staff via theLive Lab has not only introduced them to thesenew services but has also prompted many toconsider how mobile technology could positivelyimpact on many aspects of current operationalprocesses within their own areas of responsibility.

Conclusion

The development of a mobile strategy that wouldtransform access to information in innovativeways was vital to the successful launch of our firstventure into mobile service delivery. We identifiedeight key stages of strategic planning whichembraced each of the three critical arenas of

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innovation – product, process and strategic. Ournew mobile services will be marketed, evaluatedand expanded over the coming months as weprepare to develop and implement the next phase of the mobile strategy. Future strategicdevelopment will be guided by the followingprinciples:

■ assessment and evaluation of services launched■ development and expansion of these services ■ engagement with Library staff■ listening to our users■ continual monitoring of mobile technological

developments.

(See Figure 4.)

We see the initial implementation of the mobilestrategy as the first step in the ongoingdevelopment of the delivery of mobile services toour users and, somewhat unexpectedly, in applyingthis technology to improve and enhance internalworking processes. The strategy formulated isflexible enough to allow for constant review andchange as we evaluate our existing service andpractice, as new innovations in this area areintroduced, and as expectations grow in respect ofthis type of technology.

References

1. Lippincott, J K A, Mobile Future for Academic

Libraries, References Services Review, 2010, 38(2),

205–213.

2. JISC Strategy infoKit:

http://www.jiscinfonet.ac.uk/Infokits/strategy

(accessed 30 June 2011).

3. Tucker, R B, Driving growth through innovation

(2nd ed), 2008, San Francisco, Berrett-Koehler.

Article © Catriona Fisher, Kay Munro, RosemaryStenson, Karen Stevenson and Wendy Walker

Article received 15 July 2011; revision not requiredfollowing peer review; accepted 15 August 2011;published online November 2011

■ Kay MunroCollege Support LibrarianUniversity of Glasgow LibraryHillhead StGlasgow G12 8QE, UKE-mail: Kay.Munro@Glasgow.ac.uk

Figure 4. Library users are kept informed of mobile

technological developments

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