MCA 2013 - Michael Hobbs - Accenture

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  • 1. Michael HobbsSmart Apps Lead
  • 2. Copyright © 2012 Accenture All rights reserved. 2From “Quick, get us an app!” to a customer channelfor millionsOur most advanced customers are scaling fast in mobile• Two years ago it was all about having amobile presence – “get us an app!”• This demand was driven by the need toshow market presence.• Often iOS-only was sufficient todemonstrate presence.• Now, more advanced customers aredealing with issues of volume andarchitecture that are more complex thanthe initial market entry stage.• Operationally mobile now needs to matchthe marketing messages because, from aregulator’s perspective, it’s part of theretail banking infrastructure.
  • 3. Copyright © 2012 Accenture All rights reserved. 3For many of our customers it’s about how to reachwhole marketsOur customers haverecognised the cost-to-serve advantages ofmobile.The issue now forleading banks is howthey mobilise theirwhole customer base.
  • 4. Copyright © 2012 Accenture All rights reserved. 4So, what’s so difficult? An internal perspective.Economic: cost ofownershipVariance:how to scale& deploy.Security across allpermutationsGovernance& priorities
  • 5. Copyright © 2012 Accenture All rights reserved. 5Consumers are used to beingdelighted.It’s what smartphones are all about!The growth of digital design meansthat we can’t risk disappointmentthrough poor technology choices.So, what’s so difficult? A customer perspective.How important is App performance?34%50%11%4% 1%VeryimportantSomewhatimportantNeitherimportantnorunimportantNot thatimportantNot at allimportantTotal: 84%Source:(Source: comScore, U.S. Bureau of labour, Flurry analytics)55%48%40%28%27%3%11%1%More ConvenientFasterEasier to browseBetter user experienceEasier to check bank accountNone of theseI have no preferenceI prefer mobile websitesIt appears that people prefer apps rather than web access?
  • 6. Copyright © 2012 Accenture All rights reserved. 6Mobile Sales by OSMobile OS market shares Q1 2013Android;75,0%Apple;17,3%BB, 7%Linux; 1,0% Windows;3,2%Symbian;0,6%Mobile OS market changespresent a challenge: where doesthis go next?Despite appearances Android is not aconsistent platform: Many versions present in themarket Thousands of form factors.
  • 7. Copyright © 2012 Accenture All rights reserved. 7• High expectations on User Experience driven by the consumer market• Fragmentation– Platform variation• After the big two (iOS, Android) you may still need to consider Windows Phone, Blackberry 10• Even when limiting to iOS and Android, many versions exist (Android 2.3, 4.0, 4.1, 4.2…)– Resolutions• Many different screen resolutions, with an expectation that apps will respond/adapt without the need for zooming/panning– HW Performance• Sub-$100 Android devices have radically different performance characteristics to an iPhone 5• Intermittent connectivity & data availability– Loss of connectivity is a common occurrence– Round trip times and payload transmission times are high– Data synchronisation patterns need to be considered carefully• Security– Mobile devices are easier to lose and more likely to be stolen• Device resources (processor, storage, power) are more limited than desktops– How to reduce the load on the client?– How to avoid draining the battery?• Device Management– Provisioning devices with the right apps and access levelsChallenges for Mobile UI development
  • 8. Copyright © 2012 Accenture All rights reserved. 8Architectural Options for using Web TechBrowserWeb AppHybrid AppNative OSNative AppNative OSNative OSBrowserEngineWebContentA “web app” has a URL and livesinside the Browser. Ultimately ithas the same capabilities as aweb pageA “native app” uses theplatform’s libraries for UI andother functionality. It doesnot go through a browserengine.A “hybrid app” lives inside acustom native app wrapperthat provides extrafunctionality to the webcontent hosted inside aprivate browser engine
  • 9. Copyright © 2012 Accenture All rights reserved. 9HTML5 Tablet & Mobile browser supportTablet browser Readiness Mobile browser Readiness
  • 10. Copyright © 2012 Accenture All rights reserved. 10Deployment Options: Native vs Hybrid vs WebNative Hybrid WebSingle CodebaseNative Look and FeelUI PerformanceAdvanced 3D GraphicsDiscovery via App StoreForced revenue sharingUnrestricted publishingLocal data storageSecure local data storageDevice feature accessPayment InfrastructureNotifications outside ofappUnifying the app codebase across devices isperhaps the strongest advantage of Web. EvenMicrosoft endorses HTML5 as the best way togo cross-platform.Hardware-accelerated UI is gradually becomingcommon. Today, velvet smooth animationsrequires going native. WebGL will allowcomplex 3D graphics, but is not here yet.Web services like Bango allow operator-based billing. Otherwise web apps mustsetup their own billing infrastructure.Web publishing does not need to go through 1-2week approval process, and avoids user grouprestrictions that apply to (enterprise) app stores.Web specifications are drafted for mostfeatures, such as Calendar, Contacts,Camera, Accelerometer, NFC, Microphone,GeoLocation. Browser adoption is variable.
  • 11. Copyright © 2012 Accenture All rights reserved. 11Mobility Platform Decision driversDriversQuality of User Experience Excellent Variable ExcellentApplication Sophistication High Moderate HighAddressable Audience Limited to SmartphonesLarge, Supported bySmartphones andsome feature PhonesLargeCost per User Typically Medium to High Typically LowLow to Medium DevelopmentMedium to High LicensingAgility Medium to Low High Medium to HighTechnical Risk High Medium HighOperating System/PlatformVendor RiskHigh Medium to Low HighOperational Issues Operationally More FlexibleRequires Network Connectivitybut withHTML5 Can Operate Offline toSome DegreeOperationally More FlexibleSecurity More Flexible Inflexible, Expected to Improve More FlexibleSupportability Complex Simple Medium to ComplexNative HTML5 Hybrid
  • 12. Copyright © 2012 Accenture All rights reserved. 12TCO: What if multiple platforms become important?Native App Mobile Web Hybrid-Web TechMultiplatformToolCost for single app on one UI PlatformiPhoneiPadAndroidBB10 (Z10)Windows 8Apps developed on all platformsMaintenance Yearly PercentageApplication LifespanMaintenanceUp-versioning effort per new version as percentage of originaldevelopmentiOSNumberAndroidNumberNew PlatformsNumberTotal Upversioning effortTotal CostPercent Saving Relative to Native
  • 13. Copyright © 2012 Accenture All rights reserved. 13HTML5 for mobile development:relevant tools & frameworks• JS libraries– jQuery Mobile– Sencha Touch– Kendo UI• The defacto Vanilla Hybrid:– PhoneGap• Or Non-HTML– Appcelerator• Information sources– http://caniuse.com/– http://html5readiness.com/– http://html5test.com/• Vendor platforms- Sybase (SAP)- Kony- Syclo (SAP)- Worklight (IBM)These are not recommendations,simply technologies in which wehave some experience.
  • 14. Copyright © 2012 Accenture All rights reserved. 14We’ve been looking at this for several years now. There isn’t abest solution. It’s contingent on usage scenarios and businesspriorities. Here are a few pointers. Ultimately it’s likely to remainan area that simply needs thinking through – time and again.So what’s best?Development path… Best suited to… Think carefully about…Native Applications where:1. UI compromise is not anoption2. Security is paramountTotal cost of ownership as youare likely to need parallelteams for three OSs.Hybrid Applications where:1. Content is shared withwebsite2. Some UI compromise canbe accommodatedWhere UI compromise can beafforded.Cross platform tools Possibly less demandingapplications.Memory management andforensics. We have yet to beconvinced by any CP vendoron this point.
  • 15. Copyright © 2012 Accenture All rights reserved. 15Michael.Hobbs@accenture.com+44 7824 334 168Smart Apps LeadPieter.Slagter@accenture.com+31 6537 790 21Mobile Sales Lead, BeneluxFor further discussions