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Apps vs. Sites vs. Content - a vendor-agnostic view on building stuff for the mobile web

Apps vs. Sites vs. Content - a vendor-agnostic view on building stuff for the mobile web



My talk at D2WC 2011 on the state of mobile application and web development across a variety of technologies.

My talk at D2WC 2011 on the state of mobile application and web development across a variety of technologies.



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    Apps vs. Sites vs. Content - a vendor-agnostic view on building stuff for the mobile web Apps vs. Sites vs. Content - a vendor-agnostic view on building stuff for the mobile web Presentation Transcript

    • Apps vs Sites vs Content A vendor-agnostic view on building stu for the mobile web
    • What’s this all about?“A primer for managers, developers,business owners, architects on the mostlyconfusing world of mobile devices,mobile delivery platforms & the e ortsinvolved in monetizing the stu you’regoing to build or you’re going to spendin the year 2011”
    • What does that mean?
    • AgendaBack then and todayMobile PlatformsHow to code for mobile platforms e big decision: What are you building?Making money? e future - Tablet Wars?
    • Me (Disclaimer)Kai is...an Apple fanboian Adobe fanboisomewhat of a Windows-disliker& interested in “weird” programminglanguages
    • Back then
    • MXDU 2003(Sydney, Australia)
    • How was it back then?J2ME was BIGBuying content was a pain in the neckLots of individual “app stores”Installation and compatibility woesHuge device fragmentation“ e search for the killer app”
    • Today“ e web is dead” (Wired Magazine)
    • Variations“Mobile is the new standard”“Don’t design for desktop, design formobile”“...to empower people through greatso ware, any time, any place and on anydevice...” (*) e app revolution??? Really???
    • What changed it?
    • SuccessApple believed in an innovative conceptApple had a delivery and paymentsystem right there and ready to useEssentially: Apple was at the right placeat the right time
    • Mobile Platforms
    • Apple iOSiPhone 1, 3G, 3GS, 4iPad 1 and 2iPod TouchiOS v1 to v4 are out in the wild, v5 betaBased on OS X Mach kernelApple has and wants to keep full control
    • Google AndroidVarious device vendors (HTC, Samsung,Motorola, LG etc)Google doesn’t focus on hardwareFragmentationAndroid is Open SourceBased on Linux kernelNetwork operators and device vendorswant full control
    • Symbian OSConsortium-driven (but really Nokia)4+ flavours: s40, s60, UIQ, MOAPHistory: EPOC (a PDA OS)Free of charge to licenseSome degree of OS fragmentationAlive and kicking
    • “ eres no chance thatthe iPhone is going to get any significant market share. No chance.”
    • Windows Mobile/PhoneTraditionally various device vendorsPre WP 7: massive fragmentationLack of strategy within MicrosoBest of breed of MSFT technology stackWP 7 prescribes exact hardware specs
    • OthersPalm webOS (mainly Palm Pre)Nokia Maemo (R.I.P.) / MeeGoLimo FoundationRIM Blackberry OS
    • Coding for mobile
    • Lots of options
    • Native
    • Common themesIDE (Editor and/or interface builder)CompilerDevice EmulatorQ: How do you (beta-)test?
    • Coding for iOSFor iOS 2+ XCode and iPhone SDKMac onlyObjective-C (or C) based on CocoaWell-supported but also well-controlledenvironmentCa. 90% iOS 4.x vs 10% iOS 3.x
    • Objective-C and C librariesCocoa Touch Camera, Accelerometer, Image Picker, Multi-Touch ...Media PDF, Video Player, Quartz, CoreAnimation ...Core Services NET, File Access, SQLite ...Core OS File System, Security, Mach, BSD C libraries
    • Coding for AndroidJava - but there’s no JVM: Dalvik VMAndroid SDK, usually in EclipseSDK per sub-release (usually)Variety of APIs, can become tricky dueto device and hardware fragmentationand OS versions/API levels in the wild
    • Coding for SymbianOSMajority: C++, Java or PythonNokia-provided SDKsIssue with OS flavour fragmentationMany di erent hardware profiles around
    • Coding for WP 7Visual Studio 2010 Express for WPExpression Blend for WPC# and VB.NET (the latter not for free)XAML, Silverlight and XNAPromising due to deal with NokiaGoes well with MSFT stack
    • Application Object (Windows Phone 7 specific APIs)Silverlight (Presentation and Media) XNA (Game development)Common Base Class Library
    • Coding for RIMJava and custom APIs (Adobe AIR)Prop. tooling (rather complicated)Non-trivial deployment mechanismsClever move: Android sandbox
    • Web
    • HistoryiOS 1 just allowed custom web apps“Make or break” (or jailbreak) e limitations of iOS 1 are what causedAjax-based mobile web apps to becomesuccessful.
    • Coding mobile JS appsLeverage HTML(5), JS, CSSjqTouch, JQuery Mobile, SenchaTouchVariety of CSS libs to create native look& feelsWebKit - used on all major platformsWebStorage API / LocalStorage APIGeoLocation API / Caching
    • Cross-Platform
    • Coding with Flash/AIRBy design cross-platformFlash CS5/5.5 to iOS packager (exporttool)Flash Player 10.x & AIR 2.7 on AndroidAIR is one of the major dev platforms onRIM’s playbook tabletFlex for mobile: v 4.5.1 (just released)
    • Flash Player on devicesDepending on the device: 10 / 10.1 / 10.2Molehill (3D) will finally come to mobileGame development!Leveraging lots of existing libs and code
    • AIR on devicesAIR 2.x: first release of AIR for devicesNow at 2.7 -> even on iOSApps install as native apps and can besold through app stores
    • Recent ExampleFlash-based game engine built on Flixel1 hr to make it workiPad 2 - 20-25 fpsiPhone 4 - 5-7 fpsGoogle Nexus One - 10-12 fps
    • Recent ExampleFlash-based game engine built on FlixelA er about 6 hrs of optimisationiPad 2 - 30 fpsiPhone 4 - ca. 20 fpsGoogle Nexus One - ca. 20 fps
    • Coding with TitaniumSimilar idea as Flash PlatformCode in JS, compile to native appSupport for Android and iOS
    • Coding with PhoneGapBuild app in HTML/CSS/JSiOS, Android, BlackBerry, Palm,SymbianRequires underlying SDKs installed
    • What to build?
    • I don’t know!
    • But here are some ideasMobile presence?Better visibility through app stores?Features?Monetization of your solution by selling?What are your target users?WHERE are your target users?
    • Content
    • How to deliver content?Again - need to monetize by selling“things” or maybe a subscription model?Text/Images on websitesPDF documentsInteractive Magazines (for instance viaAdobe’s Digital Publishing suite)
    • Making money
    • AppStoresIt’s unlikely that you’re going to becomerich. Not impossible though.General concept:BuildGet into platform’s dev program and getapproval for your appSell under a revenue sharing model
    • General rulesSome stores have requirement docs forapprovalUnstable apps, links to competition’sstores, objectionable (porn) content,racist and discriminating content areusually not approvedInvestigate the rules before you code!
    • Some numbersiTunes AppStore2010 - 2.5+ billion turnoverPrediction for 20136+ billion for iTunes AppStore17+ billion for all major platforms
    • More numbersiTunes AppStore: 340k+ appsNokia Ovi Store: 30k apps (+10k WP7)Android Market: around 200k appsAndroid Market has a huge momentumthough as the platform is growing
    • App PricingAvg purchase price: US$ 4.03Avg selling price of top 100: US$ 2.1445% of all apps are US$ 0.9919% US$ 1-2just 9% are US$ 7+
    • Revenue SharingCommon model: 70/30 splitBB AppWorld is di erent - concept ofindividual kiosks: 80/20 but then thekiosk owner also keeps a certain shareInteresting question: What’s the futuregonna be re the revenue sharing?
    • Pricing and legal stuApple: US$ 0 or US$ 0.99 - US$ 999MSFT: US$ 0 or US$ 0.99 - US$ 499Android: US$ 0 or US$ 0.99 - US$ 200Devs usually hardly have any rightsHaving to agree to overseas legal t&cs
    • In the Future
    • e tablet wars of 2011iPad -> iPad2About 35-40 new Android tabletsannounced for 2011RIM Playbook
    • Android for the masses
    • What could causeAndroid to fail?
    • Android #fail?Stupid handset manufacturersEven more stupid network operatorsDevice fragmentationGoogle is actively working on this -there’s a shi towards less openness andmore control with Android
    • My recommendationTry to leverage your existing skillsDon’t focus on one single platformDo not discard cross-platformdevelopment because “it’s not native”.
    • at’s it! Finito!Go home and build stu !