Mobile/2013 strategy planning

This is a mobile team strategy planning space for the third quarter of the 2012-2013 fiscal year (January-March 2013).

Goal
1,000 unique users uploading files per month to Wikimedia projects by end of June 2013.

Desktop
All of the following numbers are for November 2012 (after Wiki Loves Monuments) except the stats for the Wiki Loves Monument app. Values are rounded up to the nearest thousand.


 * Commons: Where users of all Wikimedia projects (all 280+ Wikipedias, plus sister projects) upload original work and freely licensed images – e.g., some Creative Commons licenses, public domain images, images whose copyright has expired.


 * 19,000 total Commons uploaders (= user who has uploaded 1 or more files to Commons)

Out of:
 * 28,000 users with at least one edit (including uploads) to Commons (68% of Commons users uploaded at least one file)
 * 109,096 users who have touched their account (= logged in or reaccessed the site after a saved login) between November and now

→ For our target of 1,000 mobile uploaders, we’d need to get 5% of the desktop Commons uploaders to contribute via mobile


 * English Wikipedia: Where users of English Wikipedia upload non-free fair use images – e.g., book covers, logos, copyrighted photographs – that can only be used to illustrate certain articles and have to come with a fair use rationale. Note: the main entry point for uploading files on English Wikipedia is in the left nav under Toolbox.


 * 1,000 total English Wikipedia uploaders (= user who has uploaded 1 or more files to English Wikipedia)

Out of:
 * 503,000 users with at least one edit (including uploads) to Enwiki (less than 1% of English Wikipedia users uploaded at least one file)

→ For our target of 1,000 mobile uploaders, we’d need to get 100% of the desktop Enwiki uploaders to contribute via mobile

Apps

 * Wikimedia App for Android
 * 626,201 net installs (installs - uninstalls) of the Wikimedia app for Android in November 2012


 * Wiki Loves Monuments App for Android: Used specifically to take photos of monuments and landmarks for the Wiki Loves Monuments initiative. WLM app was marketed through site notices on different language Wikipedias and Commons (to logged in users)
 * 500 total uploaders using the Wiki Loves Monuments app for Android during the month-long WLM campaign in October

Out of: → For our target of 1,000 mobile uploaders, we’d need to get 300% of the WLM uploaders to contribute via mobile
 * 30,000 users who downloaded the app (2% of app users uploaded at least one file)

What users upload
This is a general survey of uploads on Commons and a comparable image repository, Flickr.



What users tend to upload to Commons (based on a sample of 100 unique user uploads in the first week of November), which had desktop-only uploads that month.



Compared to what users tend to upload on Flickr (based on a sample of 100 unique user uploads in the first week of November), which has both desktop and mobile uploads.

The gist
As drives like Wiki Loves Monuments have shown, there’s a lot of room for more high quality original content on Commons. Certain areas of the encyclopedia are underrepresented with images – food/drink, nature, people, and objects out in the real world are not as commonly documented on Commons as compared to sites like Flickr.

For some of these use cases, Wikipedians tend to reupload freely licensed images from Flickr and other sites to Commons, rather than take their own photos. With a mobile image contribution pipeline, we can empower them to change that dynamic and donate their own work directly to Commons.

Apps vs. Mobile web
There is a tradeoff between apps and the mobile gateway: apps can be very successful for giving power users the ability to upload many images, but they come with a steep dropoff of users who make it all the way through the funnel (downloading an app –> installing and opening an app –> taking a photo with an app –> successfully saving).

The industry standard is a 20% dropoff from each step. For a 100% fully-focused app campaign, that means we would have to get over 100,000 users to download an app to get 1,000 uploaders. (That’s WLM times 3).

Currently, WMF Wikipedia apps account for approximately 4% of mobile page views (data needs to be verified).

How we’ll get there

 * Commons-specific Android app
 * MobileFrontEnd: enable photo uploads via the mobile web

Other potential projects:
 * Enabling photo uploads for WMF Android and iPhone apps
 * Commons-specific iPhone app
 * Mobile-fying commons web

Feature Ideas
Please use this space to enter any feature ideas for meeting our goal. They may be along the lines of any of the above projects (e.g., Commons-specific Android app, mobile web photo uploads), or something entirely different.


 * Mobile Web


 * Ability to upload photo from an article
 * Ability to upload photo, but not associated with an article
 * CTA to create account from photo upload link
 * Automatic insertion of photo into gallery at the bottom of the article
 * Photo uploaded to commons, but association with Wikipedia article happens manually (via commons user)
 * ... your ideas here!


 * Commons Android app


 * Ability to upload directly from mobile device
 * Banner on commons directing users to download app
 * Ability to select default licensing (via settings)
 * Simple curation interface
 * ... your ideas here!


 * General


 * All photos must be tagged as mobile uploads