2013	
  Kony	
  Mobile	
  Symposium	
  
Empowering	
  Everywhere	
  for	
  Customers,	
  	
  
Partners	
  and	
  Employees...
Developed	
  By:	
  	
  	
  
	
  
	
  
	
  Chairman’s	
  Opening	
  Remarks	
  
Jeffrey	
  Hammond	
  
VP	
  –	
  Principal...
3	
   En:re	
  contents	
  ©	
  2010	
  Forrester	
  Research,	
  Inc.	
  All	
  rights	
  reserved.	
  	
  
Source:	
  Fl...
Tablets	
  reinforce	
  the	
  mobile	
  shi]	
  
Table vs. smartphone growth (share of page views)
Source:	
  Adobe	
  	
...
Smartphones	
  &	
  Tablets	
  are	
  MUST	
  support	
  devices	
  
•  They	
  are	
  fast	
  –	
  low	
  :me	
  to	
  li...
EU-­‐5	
  Consumers	
  Connect	
  On	
  Mul:ple	
  Devices	
  
April 2013 “The State Of Consumers And Technology: Benchmar...
EU-­‐5	
  Consumers	
  Connect	
  On	
  Mul:ple	
  Devices	
  (Cont.)	
  
April 2013 “The State Of Consumers And Technolog...
EU-­‐5	
  Consumers	
  Connect	
  On	
  Mul:ple	
  Devices	
  (Cont.)	
  
April 2013 “The State Of Consumers And Technolog...
Mobile	
  means	
  any:me,	
  anywhere	
  workers	
  
February	
  2013	
  “2013	
  Mobile	
  Workforce	
  AdopCon	
  Trends”	
  	
  
Mobile	
  devices	
  are	
  taking	
  over	...
How do you meet your mobile needs
without reinventing the wheel?
hIp://www.flickr.com/photos/fredo/392835542/sizes/l/in/pho...
Developed	
  By:	
  	
  	
  
	
  
	
  
Icebreaker	
  Networking	
  Session:	
  “Guess	
  the	
  Technology”	
  
Jeffrey	
  ...
Can we use HTML5 to build apps?
…Or should we go native?
…Or use <X> mobile framework?
The question I get asked most often...
Icebreaker: What’s my app?
Guess what technologies were employed
to create the following mobile apps?
A: Native app (objec...
App #1:
Two to 10 times faster than
prior version
Answer: (complex) hybrid
Native code
HTML5
Node.js
Backbone.js
Underscor...
App #2:
Financial Times — Apple iPhone
Avoids “content tax”
Answer: Web
HTML5
Supports local storage
Automatic updates
Tie...
App #3:
National Public Radio (NPR) — iPad
Mobile-first experience
Answer: native
Objective-C
Uses NPR APIs
Source: NPR iP...
App #3a:
NPR — Chromebook
Mobile-first experience
Answer: Web
SproutCore
Uses NPR APIs
Source:	
  NPR	
  Chromebook	
  app...
App #4:
GEICO — GloveBox
Provides POC to
customer
Answer: middleware
Kony Mobile
Uses camera
Deployed to Apple iOS,
Androi...
App #5:
Plants vs. Zombies: Android
Casual gaming
blockbuster
Answer: Middleware
Marmalade SDK
C/C++
Native ARM code
Small...
App #6:
NBC: iPad
Major media investment
Rich content/experience
Answer: Middleware
Appcelerator
Node.js
Started w/ Jay Le...
App #7:
Untappd
2 devs part time
10M+ check-ins to date
Answer: Hybrid
Cordova + jQuery
Core infrastructure in PHP
Data st...
Exercise: What’s my app?
Scores?
•  8 out of 8?
•  6 out of 8? (C)
•  5 out of 8? (D)
•  Failing?
A guide for technology decisions
Na:ve	
  
Tools	
  
Performance	
  
Cost	
  
Agility	
  
Experience	
  
Connected	
  Task...
Development considerations
1. How extensive does offline support need to be? Rich media?
2. Do you need cutting-edge platf...
Developed	
  By:	
  	
  	
  
	
  
	
  
PresentaCon:	
  Mobility	
  Trends	
  to	
  Watch	
  Out	
  For	
  	
  
Jeffrey	
  H...
© 2013 Forrester Research, Inc. Reproduction Prohibited 27
Key Questions
›  What are the key trends in mobile?
›  How will...
1. Mobile platforms are the catalyst for
new, connected experiences
Consumer
Platforms
The image
cannot be
displayed.
Your...
2. Tablet and phone use case will diverge
© 2013 Forrester Research, Inc. Reproduction Prohibited 30
Today	
  
Future	
  
Track	
  success	
  
rela:ve	
  to	
  
obj...
–2 days
• Change	
  reservaCon	
  
• Reserve	
  seat	
  
• View	
  reservaCons	
  
–2 hr
• Check	
  gate	
  
• Departure	
...
4. Adoption of mobile phones has exploded
globally, and will continue
Source: Forrester Research, Inc.89427
United States
...
© 2013 Forrester Research, Inc. Reproduction Prohibited 33
Key Questions
›  What are the key trends in mobile?
›  How will...
© 2013 Forrester Research, Inc. Reproduction Prohibited 34
1. The focus shifts beyond mobile apps
Infrastructure integration will play a larger role,
absorb more effort, and drive costs up
February 2013 “2013 Mobile Tren...
•  Customer service
•  Mileage status
•  Reward travel
•  Upcoming reservations
Traveler
mobile
tasks
Looking at the reali...
2. Architects will need to modernize
infrastructure
A modern mobile architecture
Traits of A Modern Application Rationale
APIs everywhere APIs must be asynchronous and consumable across
multiple platform...
3. There will be no “magic bullet”
approach
Source: Forrsights Developer Survey, Q1 2013
What approach(s) do you take for ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 41
Key Questions
›  What are the key trends in mobile?
›  How will...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Mobile will transform business models
many ways. Mobile will:
1. O...
• Bar code scanning
• Consumer reviews
• Coupons
• In-store navigation
• Lists (e.g., wedding
registries)
• Loyalty
• Prom...
3. Pricing can and will vary by location
If a retailer knows I am home,
they may offer a price
assuming I won’t get in my ...
4. Industries with complex or dated
business models ….
Taxi
Medallion Insurance
Dispatch
Call IVR
Waiting Waiting
No Trans...
… will be susceptible to disruption as
mobile phones eliminate elements …
Taxi
Medallion Insurance
Dispatch
Call IVR
Waiti...
… and offer value add services
•  Value-add services include: choice of car,
electronic receipts, car tracking, driver rat...
© 2013 Forrester Research, Inc. Reproduction Prohibited 49
Key Questions
›  What are the key trends in mobile?
›  How will...
Business leaders and
developers must shift
their focus together.
How to approach mobile services design:
1.  Think mobile first
2.  Focus on convenience
3.  Use feedback to rapidly evolve...
© 2013 Forrester Research, Inc. Reproduction Prohibited 52
1. Thinking “Mobile First” with context:
› Deliver relevancy
› ...
Think of this less as “Big Brother” watching
http://www.flickr.com/photos
. . . and more like “Big Mother” helping
The line between creepy and
helpful is thin, gray, and curvy.
Creepy or helpful?
What your phone/Amex
knows:
•  You have traveled to Mexico.
•  You have rented a car.
•  You are stayin...
Creepy or helpful?
What your phone/AMEX
knows:
•  You have traveled to Mexico.
•  You have rented a car.
•  You are stayin...
Systems of
Engagement
3. Use feedback to rapidly evolve services
Time to Safety
Time to Certainty
Time to Feedback
Systems...
4. Prepare for further technology disruption
›  Today’s cutting edge device features will comm0ditize
›  New sensors will ...
In summary – Pulling it all together
›  Think mobile first – the numbers demand it
›  Think beyond apps – to modern applic...
Kony Mobile Symposium 2013
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Kony Mobile Symposium 2013

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Forrester presents at Kony Mobile Symposium 2013 on the state of consumers and technology.

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Kony Mobile Symposium 2013

  1. 1. 2013  Kony  Mobile  Symposium   Empowering  Everywhere  for  Customers,     Partners  and  Employees       IntroducCon  and  Welcome   Ben  Salama,  Managing  Director,  Accenture  Mobility  @MobilityWise     Adam  Enterkin  VP  –  Sales,  Europe,  Kony,  Inc   @Kony    
  2. 2. Developed  By:            Chairman’s  Opening  Remarks   Jeffrey  Hammond   VP  –  Principal  Analyst   Forrester  Research   @jhammond  
  3. 3. 3   En:re  contents  ©  2010  Forrester  Research,  Inc.  All  rights  reserved.     Source:  Flickr  (hIp://www.flickr.com/photos/sashawolff/3793206523/sizes/l/)   Over  700M  smart  phones  sold  worldwide  in  2012     1/13  Samsung  Galaxy  SIII:  96  million,  iPhone  5:  54  million     5/13  Over  900  million  total  Android  devices  (IO)     6/10  Over  600  million  iOS  Devices  (WWDC)   The  Mobile  Shi]  is  upon  us…   Mobile  is  the  new  face  of   engagement  
  4. 4. Tablets  reinforce  the  mobile  shi]   Table vs. smartphone growth (share of page views) Source:  Adobe    Digital  Index  (hIp://blogs.adobe.com/digitalmarke:ng/digital-­‐index/)  
  5. 5. Smartphones  &  Tablets  are  MUST  support  devices   •  They  are  fast  –  low  :me  to  live   •  They  are  near  –  on  avg.  23  hours  a  day   •  They  are  capable  –  browsers  are  equivalent  to   PCs   •  They  are  collabora:ve  –  side  by  side  viewing   (and  selling)   •  They  are  portable  –  they  get  used  in  many   important  places   •  They  are  cool  –  and  an  important  part  of  brand   image   Unique characteristics create engagement opportunities
  6. 6. EU-­‐5  Consumers  Connect  On  Mul:ple  Devices   April 2013 “The State Of Consumers And Technology: Benchmark 2012, Europe”
  7. 7. EU-­‐5  Consumers  Connect  On  Mul:ple  Devices  (Cont.)   April 2013 “The State Of Consumers And Technology: Benchmark 2012, Europe”
  8. 8. EU-­‐5  Consumers  Connect  On  Mul:ple  Devices  (Cont.)   April 2013 “The State Of Consumers And Technology: Benchmark 2012, Europe”
  9. 9. Mobile  means  any:me,  anywhere  workers  
  10. 10. February  2013  “2013  Mobile  Workforce  AdopCon  Trends”     Mobile  devices  are  taking  over  in   many  places  
  11. 11. How do you meet your mobile needs without reinventing the wheel? hIp://www.flickr.com/photos/fredo/392835542/sizes/l/in/photostream/  
  12. 12. Developed  By:           Icebreaker  Networking  Session:  “Guess  the  Technology”   Jeffrey  Hammond   VP  –  Principal  Analyst   Forrester  Research   @jhammond  
  13. 13. Can we use HTML5 to build apps? …Or should we go native? …Or use <X> mobile framework? The question I get asked most often: Answer: It depends. Source: Flickr
  14. 14. Icebreaker: What’s my app? Guess what technologies were employed to create the following mobile apps? A: Native app (objective C, Java etc.) B: Web (responsive site, JavaScript + HTML) C: Mobile middleware D: Hybrid app (HTML/Javascript + Container or native code)
  15. 15. App #1: Two to 10 times faster than prior version Answer: (complex) hybrid Native code HTML5 Node.js Backbone.js Underscore.js LinkedIn — Google Android Source: Inc. Technology (http://technology.inc.com/2011/08/16/linkedin-revamps-its-mobile-apps/) and VentureBeat (http://venturebeat.com/2011/08/16/linkedin-node/)
  16. 16. App #2: Financial Times — Apple iPhone Avoids “content tax” Answer: Web HTML5 Supports local storage Automatic updates Tied into subscription HTML5 video support Source: The Financial Times iPhone application screen shot
  17. 17. App #3: National Public Radio (NPR) — iPad Mobile-first experience Answer: native Objective-C Uses NPR APIs Source: NPR iPad application screen shot
  18. 18. App #3a: NPR — Chromebook Mobile-first experience Answer: Web SproutCore Uses NPR APIs Source:  NPR  Chromebook  applica:on  screen  shot  
  19. 19. App #4: GEICO — GloveBox Provides POC to customer Answer: middleware Kony Mobile Uses camera Deployed to Apple iOS, Android Source: MobileVillage (http://www.mobilevillage.com/yp/case_kony_geico.htm)
  20. 20. App #5: Plants vs. Zombies: Android Casual gaming blockbuster Answer: Middleware Marmalade SDK C/C++ Native ARM code Small bridging container like a hybrid
  21. 21. App #6: NBC: iPad Major media investment Rich content/experience Answer: Middleware Appcelerator Node.js Started w/ Jay Leno’s Garage, then Late Night w / Jimmy Fallon
  22. 22. App #7: Untappd 2 devs part time 10M+ check-ins to date Answer: Hybrid Cordova + jQuery Core infrastructure in PHP Data stored in MySQL, Redis Picture stored on Amazon S3
  23. 23. Exercise: What’s my app? Scores? •  8 out of 8? •  6 out of 8? (C) •  5 out of 8? (D) •  Failing?
  24. 24. A guide for technology decisions Na:ve   Tools   Performance   Cost   Agility   Experience   Connected  Tasks   Full  JS  Framework   Hybrid   Mobile   Middleware   Light  JS  Framework   Responsive   Web    
  25. 25. Development considerations 1. How extensive does offline support need to be? Rich media? 2. Do you need cutting-edge platform features like GPU acceleration or NFC? 3. Do you want to monetize your apps? 4. Are you more interested in progressive enhancement or functional APIs? 5. Do you need to support more than two platforms/form factors? 6. What staff capabilities will you match up against mobile? 7. How important are predictable costs? 8. What type of information are you building your app around? 9. How important is it to control the distribution of your apps? 10. What must be done custom versus using package apps? 10 questions to ask before choosing a mobile technology:
  26. 26. Developed  By:           PresentaCon:  Mobility  Trends  to  Watch  Out  For     Jeffrey  Hammond   VP  –  Principal  Analyst   Forrester  Research   @jhammond  
  27. 27. © 2013 Forrester Research, Inc. Reproduction Prohibited 27 Key Questions ›  What are the key trends in mobile? ›  How will mobile development evolve? ›  How will mobile disrupt existing business models? ›  What steps should business leaders and developers take to capitalize?
  28. 28. 1. Mobile platforms are the catalyst for new, connected experiences Consumer Platforms The image cannot be displayed. Your computer may not have enough memory to The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  29. 29. 2. Tablet and phone use case will diverge
  30. 30. © 2013 Forrester Research, Inc. Reproduction Prohibited 30 Today   Future   Track  success   rela:ve  to   objec:ves.   Use  analy:cs  to   drive  consumer-­‐ oriented  results   through  relevancy.   3. Analytics wrapped around contextual data will power next-gen apps
  31. 31. –2 days • Change  reservaCon   • Reserve  seat   • View  reservaCons   –2 hr • Check  gate   • Departure  Cme   • Lounge  access   • Upgrade   Flight • Arrival  Cme   • Food  order   • Movies   • Wi-­‐Fi   +2 hr • Ground   transportaCon   • Lost  luggage   • NavigaCon   + 2 days • Customer  service   • Mileage  status   • Reward  travel   • Upcoming  reservaCons   Contextual  use  of  :me  will  help  priori:ze  home  page  content   Airline example based on user time
  32. 32. 4. Adoption of mobile phones has exploded globally, and will continue Source: Forrester Research, Inc.89427 United States 327M Mobile subscriptions 310M Population Russia 256M Mobile subscriptions 139M Population Brazil 259M Mobile Subscriptions 198MPopulation China 1.04B Mobile subscriptions 1.4B Population India 960MMobile subscriptions 1.2B Population Population Mobile phone subscriptions Worldwide 6B Mobile subscriptions 7B population $12B €2.7
  33. 33. © 2013 Forrester Research, Inc. Reproduction Prohibited 33 Key Questions ›  What are the key trends in mobile? ›  How will mobile development evolve? ›  How will mobile disrupt existing business models? ›  What steps should business leaders and developers take to capitalize?
  34. 34. © 2013 Forrester Research, Inc. Reproduction Prohibited 34 1. The focus shifts beyond mobile apps
  35. 35. Infrastructure integration will play a larger role, absorb more effort, and drive costs up February 2013 “2013 Mobile Trends For eBusiness Professionals”
  36. 36. •  Customer service •  Mileage status •  Reward travel •  Upcoming reservations Traveler mobile tasks Looking at the realities of context Flight- 2 days + 2h- 2h + 2 days •  Book reservation •  Change reservation •  Request upgrade •  Reserve seat •  Check gate •  Departure time •  Lounge access •  Upgrade •  Arrival time •  Food order •  Movies •  Wi-Fi •  Baggage carousel •  Ground transportation •  Lost luggage •  Navigation Flight reservation processes Flight timelin e Travel business processe s Customer loyalty processes Flight processes Baggage handling processes
  37. 37. 2. Architects will need to modernize infrastructure
  38. 38. A modern mobile architecture
  39. 39. Traits of A Modern Application Rationale APIs everywhere APIs must be asynchronous and consumable across multiple platforms Uses asynchronous communication Event-driven architecture improves performance by eliminating blocking at infrastructure layer Uses lightweight process communication frameworks (e.g. REST, JSON, node.js, Nginx) Reduces resource consumption, effectively uses smaller processing instances, smaller thread pools Composed of independent service endpoints Individual service can change independently, applications can continue to function if an individual service fails Use of in-memory DBs Reduces latency between mobile clients and infrastructure Services deployed on elastic infrastructure Makes is easier and cheaper to scale up and down on demand Sharded SQL DBMSes or NoSQL DBMSes Makes it possible to support millions of customers with commodity, scale-out hardware Uses dynamic languages in concert with languages like Java and .NET Simplifies programming constructs. Allow applications to evolve without recompiling services.
  40. 40. 3. There will be no “magic bullet” approach Source: Forrsights Developer Survey, Q1 2013 What approach(s) do you take for multiplatform development? 3% 31% 32% 42% 42% 66% None of the above I decide on a core set of platform(s) and maintain a portable common code base I use a hybrid approach that mixes native platform code and HTML/JavaScript as part of the same app I write native code on a platform I'm familiar with, then port to other platforms opportunistically I create apps using a cross-platform development tool I use HTML, JavaScript, and other Web technologies to support multiple platforms Base: 272 North American Software Developers building mobile apps or websites that deploy to multiple OSes
  41. 41. © 2013 Forrester Research, Inc. Reproduction Prohibited 41 Key Questions ›  What are the key trends in mobile? ›  How will mobile development evolve? ›  How will mobile disrupt existing business models? ›  What steps should business leaders and developers take to capitalize?
  42. 42. © 2012 Forrester Research, Inc. Reproduction Prohibited Mobile will transform business models many ways. Mobile will: 1. Offer deeper consumer engagement 2.  Evolve into real-time interactions that depend heavily on contextual information 3. Alter pricing models 4. Up-end existing cost structures (lower barriers to entry) and disintermediate ecosystem players
  43. 43. • Bar code scanning • Consumer reviews • Coupons • In-store navigation • Lists (e.g., wedding registries) • Loyalty • Promotions • Shopping lists In-store • Coupons • In-store inventory • Nearest “store” • Pricing • Promotions Competitor’s store • Coupons • How-to videos • In-store inventory • Research tools • Shopping list building • Store hours • Store location • Weekly circular Home Retail example based on user location 2. Intelligence added to location will dictate consumer experiences on mobile Image: Julie Ask
  44. 44. 3. Pricing can and will vary by location If a retailer knows I am home, they may offer a price assuming I won’t get in my car and drive. If a retailer knows I am in the store, they may price assuming I need the product now.
  45. 45. 4. Industries with complex or dated business models …. Taxi Medallion Insurance Dispatch Call IVR Waiting Waiting No Transparency
  46. 46. … will be susceptible to disruption as mobile phones eliminate elements … Taxi Medallion Insurance Dispatch Call IVR Waiting Waiting No Transparency
  47. 47. … and offer value add services •  Value-add services include: choice of car, electronic receipts, car tracking, driver ratings/ reviews, timely information, etc. •  Vehicles are identified quickly without lengthy IVR interactions or “hold” times •  Mobile-first company/service
  48. 48. © 2013 Forrester Research, Inc. Reproduction Prohibited 49 Key Questions ›  What are the key trends in mobile? ›  How will mobile development evolve? ›  How will mobile disrupt existing business models? ›  What steps should business leaders and developers take to capitalize?
  49. 49. Business leaders and developers must shift their focus together.
  50. 50. How to approach mobile services design: 1.  Think mobile first 2.  Focus on convenience 3.  Use feedback to rapidly evolve mobile services 4.  Prepare for further technology disruption
  51. 51. © 2013 Forrester Research, Inc. Reproduction Prohibited 52 1. Thinking “Mobile First” with context: › Deliver relevancy › Simplify tasks › Create a personalized services layered on top of the physical world
  52. 52. Think of this less as “Big Brother” watching http://www.flickr.com/photos
  53. 53. . . . and more like “Big Mother” helping
  54. 54. The line between creepy and helpful is thin, gray, and curvy.
  55. 55. Creepy or helpful? What your phone/Amex knows: •  You have traveled to Mexico. •  You have rented a car. •  You are staying at the Westin. •  The weather there is 92oF. “We suspect you are driving to Chichen Itza today. Our travel partner is offering a special price on tours if booked with your Amex.”
  56. 56. Creepy or helpful? What your phone/AMEX knows: •  You have traveled to Mexico. •  You have rented a car. •  You are staying at the Westin. •  The weather there is 92oF. “We see your card was just used to purchase tickets to Chichen Itza. Please enter your 4-digit passcode to confirm you have possession of your card.”
  57. 57. Systems of Engagement 3. Use feedback to rapidly evolve services Time to Safety Time to Certainty Time to Feedback Systems of Operation Systems of Record Lifecycle Focus
  58. 58. 4. Prepare for further technology disruption ›  Today’s cutting edge device features will comm0ditize ›  New sensors will enrich context ›  Motion and voice will augment touch inputs ›  Moore’s law will enable more edge processing ›  Heads up interfaces will emerge ›  Larger touch surfaces (portable and static) ›  Wearable and connectables create local networks ›  Apps give way to platforms and services ›  Tension over economics of native/web vs. unique platform services
  59. 59. In summary – Pulling it all together ›  Think mobile first – the numbers demand it ›  Think beyond apps – to modern applications ›  Think omni-channel – tablets /= smart phones ›  Think context – local, historical, and extended ›  Think convenience – provide relevant, simple, personalized services ›  Think horizontal – organize around service delivery ›  Think flexible – the mobile shift is just getting started!
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