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the so-called end of                                              unlimited bandwidth                                     ...
DISCLAIMER              I am NOT a network guru...                           I might be completely wrong!http://www.flickr....
designing for mobile devices is                                         not simply design for smaller screens...http://www...
designing for network                                                 efficiency is not optional...http://www.flickr.com/phot...
why?
you may have received                                                   an unexpected txt recently...http://www.flickr.com/...
“   Your unlimited data promotion ends on    the date of your next bill. Which is when your    new 500MB a month data allo...
according toYour 500MB data allowance will enable you to (approximately):send 500,000 emails, without attachmentsor send 1...
“   Expect monthly average monthly data usage       to be around 325MB by end of 2010...                      US Mobile Da...
that’s lovely and all, but...http://www.flickr.com/photos/wonderferret/215802064
“...iPhone reports I’ve exceeded my monthly bandwidth cap by 4GB. Bugger. (how do I figure out what drained that bandwidth?...
let’s try a little experiment...http://www.flickr.com/photos/maxwellgs/4267311036
turn your Wi-Fi off temporarilyStep 1                                               Step 2Select ‘Wi-Fi’ in ‘Settings’...  ...
reset your usage statistics                                                                                               ...
very cautious                                                          or for the geeks among us...                       ...
briefly                                                   now use your iPhone...http://www.flickr.com/photos/carbonnyc/51401...
reset, record, repeat...                                              record results +                              record...
here’s my data usage...                        a new month...                                      0KB                   0...
comedy sketch                                              40.6 MB over 05:28                             refresh + tweet ...
refresh + update status                                                                                       803KB over 0...
conference talks                                                             113 MB over 00:20                            ...
and that’s before lunch...http://www.flickr.com/photos/adactio/274644831
please turn your Wi-Fi back on                                                                                        netw...
the demand upon a resource tends to                               expand to match the supply of the resource              ...
“                                                                    the Internet!...significant shift in 2010 as (globally...
so the demand is obviously there,                                                      but let’s look at the supply...http...
5 MBps                                 90%       2G                                                                       ...
150 MBps                                21%       2G                                                                      ...
1,000 MBps                               0% 2G                                                                        actu...
“   Consumers do not understand the technical alphabet soup    of technologies involved in 4G, but for our purposes we    ...
“      ...fact is that there are no IMT-Advanced–or 4G–                systems available or deployed at this stage.       ...
don’t panichttp://www.flickr.com/photos/alexnormand/2916476207
“...the idea of buying service from wholesalers andthereby offloading data traffic as an excellentmethod for handling [the pro...
bandwidth as a commodity...http://www.flickr.com/photos/pinkmoose/2461093066
oddly familiar...not so long ago...
yes, that                   Enron Open Bandwidth Commodity Trading Servicehttp://www.internetnews.com/xSP/article.php/2538...
anyway...
http://www.mobypicture.com/user/andrewgrill/view/7998275/sizes/full                              the mobile industry oxymo...
smartphone users:                                                     I want my unlimited datahttp://www.flickr.com/photos/...
“   ...a large number of light users, people consuming less    than 200MB of data per month, prefer unlimited plans...    ...
greater bandwidth is coming,                                                        but not as fast as many would like...h...
operators are cutting prices with the idea                                              to generate revenue from data...  ...
...via free content, with operating cost                                                             based on data consump...
in the meantime...
designing for mobile devices isn’t simplya matter of taking screen size into account...
...design for network efficiency**you also need to design for context, but that’s another discussion...
a few network efficient                                                          design strategies...http://www.flickr.com/ph...
filter
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam pharetra dignissim consectetur. Donec ut nisl nisi, et pretiu...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam pharetra dignissim consectetur. Donec ut nisl nisi, et pretiu...
Lorem ipsum dolor sit amet, consectetur adipiscingelit. Nam pharetra dignissim consectetur. Donec utnisl nisi, et pretium ...
this includes markup...      soup is best      served in a bowl...                                                we see t...
well structured & meaningful        contains       71%       less filler                               <h1>Hello World!</h1...
“full web”                vs.     “mobile web”basic comparison of The New York Times and The Guardian websites on the iPho...
more clicks to find                        relevant contentrequires pinch + zoom        each page requires        an almost...
no pinch + zoom             fewer clicksmuch lessbandwidth required
996.3 KB                                  81.2 KB mobile optimised sites are far more network efficient
filter   compress
appropriately resize and compress                                                           media for each device         ...
appropriately resize and compress                                                           media for each device         ...
appropriately resize and compress                                                              media for each device      ...
appropriately resize and compress                                                           media for each device large.jp...
/*! * jQuery JavaScript Library v1.4.4 * http://jquery.com/ * * Copyright 2010, John Resig * Dual licensed under the MIT o...
(function(E,B){function ka(a,b,d){if(d===B&&a.nodeType===1){d=a.getAttribute("data-"+b);if(typeof d==="string"){try{d=d===...
data formats do matter...   XML         JSON94 KB       76 KB          same data,         20% lighter...
XML     JSON18.5 KB   14 KB                80% smaller              when compressed              and compression can      ...
but unpacking requires time...http://www.flickr.com/photos/spine/436111793
?                                                  use strategically                     CSS            XML   HTML   JSON ...
reuse existing data formats in                                     creative + efficient ways...                       ...ser...
rendered + optimisedproxy browser        on proxy server...                     off-load to the server...                  ...
...a little information design                             can significantly reduce data transfer1 year of data <1KB       ...
filter   compress   cache
moving the same bits around                                                   eventually gets expensive...http://www.flickr...
conveniently store bits so                                                       they can be reused in the future...http:/...
cache as much as possible...                          must be requested                                         from the n...
filter   compress   cache   communicate
global seings could be used                                                         by other applications to             ...
On more teeny button...                                 Usage ProfilesAdd an extra button that launches a ‘Usage           ...
communicateLoading...                                             Loading revisited...Mobile browsers currently provide a ...
...equivalent efficiency                                         ratings for data?                                    point ...
filter   compress   cache   communicate
oh, and don’t forget...
filter   compress   off-load   cache   communicate
off-load high bandwidth                                                        activities and services to Wi-Fi...http://ww...
No Wi-Fi Network Available                             Option to defer activity due to lack of Wi-FiApplication simply che...
filter   compress   off-load   cache   communicate
design for network                                                  efficiency is essential...http://www.flickr.com/photos/li...
mobile data shouldn’t be the                                                                 luxury it currently is...    ...
thank you                       hello@yiibu.comhttp://www.slideshare.net/bryanrieger/the-end-of-unlimited-bandwidth
The End of Unlimited Bandwidth
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The End of Unlimited Bandwidth

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Presentation on the (so-called) end of unlimited bandwidth - for #MEX10 in London by Bryan Rieger of Yiibu.

Published in: Technology, Business
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  • Brilliant presentation work..loved it the way it is presented.
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  • I love these slides! Did you know we’re running a competition on SlideShare to win a 3M PocketProjector MP180? To enter, simply tag your presentation with ‘3MInform’. Head over to our page for more details... and don’t forget to follow us to find out if you get shortlisted!
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  • Good presentation. We are feeling the 3G data pinch already in Canada.

    I suspect that some of the software solutions you suggest will be too much trouble for a lot of customers (like the 'bandwidth settings' for individual applications), but it's worth a try to suggest that people have tools to monitor their own usage. One interesting thing our wireless provider, Rogers, does is provide an app that shows what your current consumption of data is (for that month - is reset at each billing period). Unfortunately, you have to be on 3G for it to work (they identify using your device's 3G address, not an account login or subsequent cookie - wish I had that as an option so I could check while on Wi Fi at home, which is a typical use case.) It does not show previous month's usage, what application used the most (they don't say that they monitor this, but I suspect they are watching en masse where packets are going to and from), or even month to month increase/decrease, but it's a start.

    For bloggers using Wordpress, there is thankfully a marvellous plugin that reformats your site so that it is both easy to read and bandwidth friendly called WPTouch. It even compresses the photos and takes advantage of a lot of the cacheing in the design. For other sites, there is also mobify and other tools to make them more mobile friendly, but I suspect many are in catch-up mode.
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  • For everyone asking the font we use is called Museo and is available via http://www.josbuivenga.demon.nl/museo.html
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  • Bryan great presentation !!
    One question... what font are you use on this presentation? It's very nice.

    Best,
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Transcript of "The End of Unlimited Bandwidth"

  1. 1. the so-called end of unlimited bandwidth towards a more network efficient user experience in an age of network austerityhttp://www.flickr.com/photos/beggs/34117133
  2. 2. DISCLAIMER I am NOT a network guru... I might be completely wrong!http://www.flickr.com/photos/andreasivarsson/4893862500
  3. 3. designing for mobile devices is not simply design for smaller screens...http://www.flickr.com/photos/32615508@N02/3047982712
  4. 4. designing for network efficiency is not optional...http://www.flickr.com/photos/wwworks/2943810776
  5. 5. why?
  6. 6. you may have received an unexpected txt recently...http://www.flickr.com/photos/msimdottv/3326696626
  7. 7. “ Your unlimited data promotion ends on the date of your next bill. Which is when your new 500MB a month data allowance starts... SMS received from my operator, you may have received something similar... http://shop.o2.co.uk/new-iphone/tariffs.html
  8. 8. according toYour 500MB data allowance will enable you to (approximately):send 500,000 emails, without attachmentsor send 1,000 emails, with photos attachedor visit 5,000 sites, like Twitter or favourite blogsor visit 1,500 rich content sites like bbc.co.uk...or download 50 (low-quality) music tracksor watch 60 YouTube videos, about 4.5 minutes long iPhone 4 - What you get for 500MB http://shop.o2.co.uk/new-iphone/DataAllow500.html
  9. 9. “ Expect monthly average monthly data usage to be around 325MB by end of 2010... US Mobile Data Market Update Q3 2010 http://www.chetansharma.com/blog/2010/11/07/us-mobile-data-market-update-q3-2010/
  10. 10. that’s lovely and all, but...http://www.flickr.com/photos/wonderferret/215802064
  11. 11. “...iPhone reports I’ve exceeded my monthly bandwidth cap by 4GB. Bugger. (how do I figure out what drained that bandwidth?) @iamdanw via Twitter http://twitter.com/iamdanw/status/3232692573310976
  12. 12. let’s try a little experiment...http://www.flickr.com/photos/maxwellgs/4267311036
  13. 13. turn your Wi-Fi off temporarilyStep 1 Step 2Select ‘Wi-Fi’ in ‘Settings’... Switch ‘Wi-Fi’ to ‘OFF’ position. Remember to turn on Wi-Fi back on once you’re done! And be sure to always use Wi-Fi networks for data intensive activities.
  14. 14. reset your usage statistics 0 bytesStep 3 Step 4 Step 5Tap ‘General’ in ‘Settings’... Tap ‘Usage’ in ‘General’... Tap ‘Reset Statistics’ in ‘Usage’. Remember to turn on Wi-Fi back on once you’re done! And be sure to always use Wi-Fi networks for data intensive activities.
  15. 15. very cautious or for the geeks among us... || + || Safari Web Browser iPhone Simulator Charles HTTP Proxy WireSharkchange user-agent to ‘MobileSafari’ via Developer tools How To Change The User Agent In Safari http://www.youtube.com/watch?v=ZSJ_KLEsX4M
  16. 16. briefly now use your iPhone...http://www.flickr.com/photos/carbonnyc/5140154965
  17. 17. reset, record, repeat... record results + record results +reset data use data reset data use data reset data 0MB 7.1MB 0MB 42.3MB repeat as desired keep in mind that tablets such as the iPad may consume significantly more data...
  18. 18. here’s my data usage... a new month... 0KB 0MBStart of the monthly 500MB data allowance...
  19. 19. comedy sketch 40.6 MB over 05:28 refresh + tweet “Pearl Jam” 973KB over 00:20 23MB over 00:20 51MBListen to 3 songs on Spotify, view links, check Twitter and Facebook twice, watch a 5 minute video on YouTube and check Google Maps...
  20. 20. refresh + update status 803KB over 00:10 find meeting... 2.1MB over 00:05 read TechCrunch a funny video 2.7MB over 00:15 3.2 MB over 02:13 101MBCheck Google Maps for meeting location, watch new Samsung video, browse, tweet, Facebook, funny animal video and listen to new Muse track.
  21. 21. conference talks 113 MB over 00:20 new Muse album upload photos... find lunch... 78MB over 01:30 3.4MB over 00:12 1.8MB over 00:05 refresh + tweet read email... updates... 3.1MB over 00:10 6.7MB over 00:45 1.6MB over 00:10 315MBListen to a few more tracks on Spotify, another couple of videos on YouTube, chat via Twitter, Facebook, a few emails + photos, maps and surf...
  22. 22. and that’s before lunch...http://www.flickr.com/photos/adactio/274644831
  23. 23. please turn your Wi-Fi back on networks will vary...Step 6 Step 7Select ‘Wi-Fi’ in ‘Settings’... Switch ‘Wi-Fi’ to ‘ON’ position. Remember to turn on Wi-Fi back on once you’re done! And be sure to always use Wi-Fi networks for data intensive activities.
  24. 24. the demand upon a resource tends to expand to match the supply of the resource Generalisation of Parkinson’s Lawhttp://www.flickr.com/photos/mikebaird/3898808431 http://en.wikipedia.org/wiki/Parkinsons_Law
  25. 25. “ the Internet!...significant shift in 2010 as (globally) off-deck revenues surpass on-deck revenues for the first time... operator portals Paraphrased from US Mobile Data Market Update Q3 2010 http://www.chetansharma.com/blog/2010/11/07/us-mobile-data-market-update-q3-2010/
  26. 26. so the demand is obviously there, but let’s look at the supply...http://www.flickr.com/photos/johanl/4397800453
  27. 27. 5 MBps 90% 2G estimated worldwide 2G penetration in 2010... 3G 4G 5 Average Theoretical 3.75 network speed in Mbps 2.5 1.25 0 GRPS EvDO EDGE UMTS HSPA+ LTE WiMAX WiFi LTE-Advanced network technology Comparison of wireless data standards http://www.itu.int/ITU-D/ict/material/FactsFigures2010.pdf
  28. 28. 150 MBps 21% 2G projected worldwide 3G penetration in 2010... 3G 4G 150 Average Theoretical 112.5network speed in Mbps 75 37.5 0 GRPS EvDO EDGE UMTS HSPA+ LTE WiMAX WiFi LTE-Advanced network technology Morgan Stanley Internet Trends, April 12, 2010 http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf
  29. 29. 1,000 MBps 0% 2G actual worldwide 4G penetration in 2010... 3G 4G 1000 Average Theoretical 750 network speed in Mbps 500 250 0 GRPS EvDO EDGE UMTS HSPA+ LTE WiMAX WiFi LTE-Advanced network technology Comparison of wireless data standards http://en.wikipedia.org/wiki/Comparison_of_wireless_data_standards
  30. 30. “ Consumers do not understand the technical alphabet soup of technologies involved in 4G, but for our purposes we define WiMAX, LTE and HSPA+ as 4G technologies... marketing redacted 4G 2G 3G 4G 1000 Average Theoretical 750 network speed in Mbps 500 250 0 GRPS EvDO EDGE UMTS HSPA+ LTE WiMAX WiFi LTE-Advanced network technology T-Mobile 4G Service Now Available in More Markets and on New Devices - 02/11/2010 http://press.t-mobile.com/articles/americas-largest-4g-network
  31. 31. “ ...fact is that there are no IMT-Advanced–or 4G– systems available or deployed at this stage. The Dirty Secret of Today’s 4G: It’s not 4G http://gizmodo.com/5680755/the-dirty-secret-of-todays-4g-its-not-4ghttp://www.flickr.com/photos/flissphil/6341843/
  32. 32. don’t panichttp://www.flickr.com/photos/alexnormand/2916476207
  33. 33. “...the idea of buying service from wholesalers andthereby offloading data traffic as an excellentmethod for handling [the problem of mobile operatorsstruggling to manage surging network traffic]... Reality Check: Wholesale ... more exciting than you think http://www.rcrwireless.com/article/20101102/REALITY_CHECK/101109990
  34. 34. bandwidth as a commodity...http://www.flickr.com/photos/pinkmoose/2461093066
  35. 35. oddly familiar...not so long ago...
  36. 36. yes, that Enron Open Bandwidth Commodity Trading Servicehttp://www.internetnews.com/xSP/article.php/253861/Enron-Opens-Bandwidth-Commodity-Trading-Service.htm
  37. 37. anyway...
  38. 38. http://www.mobypicture.com/user/andrewgrill/view/7998275/sizes/full the mobile industry oxymoron“unlimited 500 MB internet” - how do they get away with saying this? @andrewgrill via Twitter http://twitter.com/#!/AndrewGrill/status/3462590709633024
  39. 39. smartphone users: I want my unlimited datahttp://www.flickr.com/photos/chadmagiera/3035522407 http://news.cnet.com/8301-30686_3-20023471-266.html
  40. 40. “ ...a large number of light users, people consuming less than 200MB of data per month, prefer unlimited plans... even if their usage patterns suggest that they would save money by getting a plan thats capped. Smartphone users: I want my unlimited data http://news.cnet.com/8301-30686_3-20023471-266.html
  41. 41. greater bandwidth is coming, but not as fast as many would like...http://www.flickr.com/photos/schillergarcia/2836059154
  42. 42. operators are cutting prices with the idea to generate revenue from data... Africa is on the cusp on an Internet boomhttp://www.flickr.com/photos/kiwanja/3169449999 http://www.csmonitor.com/World/Africa/Africa-Monitor/2010/1105/ Africa-is-on-the-cusp-of-an-Internet-boom
  43. 43. ...via free content, with operating cost based on data consumption...http://www.flickr.com/photos/flickr_faris/361848995
  44. 44. in the meantime...
  45. 45. designing for mobile devices isn’t simplya matter of taking screen size into account...
  46. 46. ...design for network efficiency**you also need to design for context, but that’s another discussion...
  47. 47. a few network efficient design strategies...http://www.flickr.com/photos/edo-finelight/4514878784
  48. 48. filter
  49. 49. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam pharetra dignissim consectetur. Donec ut nisl nisi, et pretium sem. Proin libero libero, mollis in vestibulumsed, interdum at nibh. Curabitur vel lectus sit amet leo blandit tincidunt quis sed nulla. Etiam scelerisque metus eget augue placerat vel elementum sem mattis. Pellentesquesapien mauris, laoreet sed malesuada ac, rhoncus in ipsum. Fusce ultrices consectetur odio ac tincidunt. Donec pharetra auctor lacus sit amet pulvinar. Nullam a urnaturpis, sit amet vulputate mi. Donec eu suscipit purus. Mauris tincidunt scelerisque tellus, vel semper sapien hendrerit sed.Ut magna augue, gravida ac luctus vel, posuere in neque. Nullam vel lacus mi. Nulla et ante massa. In hac habitasse platea dictumst. Nam gravida tempor metus, ut viverraarcu feugiat vitae. Duis placerat, urna vel blandit cursus, metus purus condimentum velit, eu faucibus nisi nunc ac turpis. Nulla id enim elit. Pellentesque nec arcu et quamvenenatis viverra. Sed magna neque, blandit eget lacinia vel, sollicitudin at lacus. Quisque eleifend dui eget tortor ornare quis fermentum sem auctor. Etiam vitae rhoncusvelit. Aenean nulla nulla, suscipit non ullamcorper vel, eleifend ut dui. Morbi eu tortor in massa consectetur porttitor laoreet fringilla nisl. Vestibulum laoreet lobortis lacusnon scelerisque. Ut bibendum rhoncus felis ut auctor. Integer porttitor viverra elementum. Vivamus sit amet ipsum ac velit feugiat tristique. Praesent nec velit ipsum.Maecenas in orci nulla, eu interdum mauris.Integer porta lacinia tempor. Curabitur sit amet nibh a sapien scelerisque accumsan. Curabitur feugiat suscipit imperdiet. Fusce orci ipsum, malesuada non cursus sit amet,laoreet ut purus. Praesent eget ligula urna. Donec mattis est eu tortor pulvinar mollis dictum elit malesuada. Aliquam varius nisl euismod massa accumsan quis accumsanerat viverra. Nunc ac velit velit. Sed lobortis, eros vel blandit luctus, nunc velit malesuada lacus, eget tincidunt neque nisl et neque. Aenean sagittis tellus purus, a aliquetaugue. In hac habitasse platea dictumst. Vestibulum sed ipsum a ipsum fringilla congue eget at eros.Etiam feugiat, mi vel elementum tempor, massa dolor varius augue, id tempus tortor elit sed justo. In pulvinar, sapien in feugiat elementum, velit diam vehicula ligula, asemper felis lorem id justo. Aliquam erat volutpat. Sed varius tempor nibh et fringilla. Donec id suscipit leo. Nullam quis nisl lacus, vitae placerat massa. Aenean at massadui, eu scelerisque sapien. Mauris vel neque et mi porttitor dapibus. Fusce quis libero eget justo facilisis scelerisque. Mauris eu dolor at purus volutpat suscipit. Cras liberonisi, placerat eget rhoncus et, auctor et magna. Vivamus quis vehicula ante. Nulla laoreet egestas gravida. Vestibulum tortor massa, feugiat ut sodales id, mattis id risus.Nulla egestas rutrum lacus at pretium. Nunc blandit dapibus libero, a facilisis tellus convallis vel. Integer auctor eros dapibus massa dapibus quis tempus quam pretium.Mauris ultricies leo eget odio convallis eget consectetur purus pharetra. Nulla facilisi.Duis nec velit ut ante suscipit auctor. Etiam leo tellus, eleifend a fermentum vel, luctus et libero. Proin urna felis, venenatis porttitor sollicitudin id, pellentesque vel lorem.In blandit mattis fringilla. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla ligula dolor, viverra vitae tincidunt at, congue egetarcu. Pellentesque id interdum lacus. Suspendisse in lectus et nibh consectetur luctus vitae non magna. Ut interdum, est aliquam ultrices tempor, elit lorem mollis turpis,sed faucibus nisl enim sit amet sem. Vestibulum dapibus quam a lectus accumsan vitae posuere urna volutpat. Donec commodo fermentum arcu quis pulvinar. Nam egeteros ac turpis lobortis fermentum. Sed ultrices tristique nibh a aliquet. Cras tristique auctor elementum. Sed placerat, libero ac suscipit tincidunt, enim elit pharetra ligula,sit amet ultrices risus est ac diam.Nullam erat ligula, sagittis nec auctor imperdiet, scelerisque nec dolor. Mauris tincidunt risus at turpis facilisis congue. Curabitur purus ante, mollis ut bibendum sed,tincidunt quis nulla. Nam non ligula at eros dapibus porta. Fusce sapien justo, tempor ut viverra quis, consequat sit amet nisi. Integer iaculis, metus quis venenatis rhoncus,dolor erat venenatis lacus, et posuere odio diam eu orci. In hac habitasse platea dictumst. Morbi vulputate scelerisque diam. In gravida porttitor hendrerit. Curabitur necaugue ac dolor mattis dictum. Suspendisse accumsan facilisis tortor tincidunt feugiat. Etiam ante urna, auctor id fermentum a, varius vitae enim. Curabitur a bibendum edit ruthlessly...tellus. Curabitur pellentesque, felis ut molestie iaculis, sapien lectus cursus orci, sit amet accumsan dolor augue ac dui. Nulla cursus ipsum eget nisl aliquam ut mollis nibhdictum.Donec ut mauris sem. Suspendisse potenti. Nullam scelerisque ultrices mattis. Mauris ultrices magna orci, vitae adipiscing enim. Aliquam aliquam, nibh in mattis ornare,nisl risus sodales orci, nec molestie sem metus sed leo. Sed placerat diam eu lectus laoreet eu dictum nisi bibendum. In ullamcorper varius vestibulum. Sed congue variusorci vitae semper. Aenean risus justo, egestas eu pellentesque at, accumsan ac mi. Sed semper velit lacinia diam commodo ullamcorper. In quis tortor felis, non eleifendodio. Mauris quis sem mi, in placerat lacus. Phasellus at nisl quis magna adipiscing convallis. Aenean ut massa mauris, sit amet imperdiet dui. Aliquam dictum gravidaegestas. Etiam interdum, risus sit amet dignissim cursus, sem dui porta sapien, tempus egestas quam velit vitae tellus. Vivamus a purus nec felis porttitor vehicula. Donecnec diam sem. In eget justo et mauris porta placerat vitae id purus.Sed nisi quam, scelerisque non pretium sit amet, malesuada elementum augue. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.Aliquam fermentum venenatis ornare. Etiam id erat nisl, tincidunt scelerisque sapien. Praesent ut faucibus lectus. Sed sit amet diam metus. Etiam pellentesque bibendumdui, eu volutpat tortor scelerisque et. Aliquam ut eros leo, sed ultricies lacus. Proin posuere sagittis magna, ac tristique sapien ultrices id. In gravida bibendum justo, egetrutrum risus commodo eu. Donec turpis arcu, laoreet pharetra egestas nec, tincidunt in leo. Vestibulum pulvinar nibh eget magna fringilla dictum. Cras et velit et lectusporttitor lobortis. Sed consectetur, eros sit amet tempor placerat, dui mi porttitor diam, in suscipit eros nisl quis lacus. Cras sed urna mi. Vestibulum at felis vitae.
  50. 50. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam pharetra dignissim consectetur. Donec ut nisl nisi, et pretium sem. Proin libero libero, mollis in vestibulumsed, interdum at nibh. Curabitur vel lectus sit amet leo blandit tincidunt quis sed nulla. Etiam scelerisque metus eget augue placerat vel elementum sem mattis. Pellentesquesapien mauris, laoreet sed malesuada ac, rhoncus in ipsum. Fusce ultrices consectetur odio ac tincidunt. Donec pharetra auctor lacus sit amet pulvinar. Nullam a urnaturpis, sit amet vulputate mi. Donec eu suscipit purus. Mauris tincidunt scelerisque tellus, vel semper sapien hendrerit sed.Ut magna augue, gravida ac luctus vel, posuere in neque. Nullam vel lacus mi. Nulla et ante massa. In hac habitasse platea dictumst. Nam gravida tempor metus, ut viverraarcu feugiat vitae. Duis placerat, urna vel blandit cursus, metus purus condimentum velit, eu faucibus nisi nunc ac turpis. Nulla id enim elit. Pellentesque nec arcu et quamvenenatis viverra. Sed magna neque, blandit eget lacinia vel, sollicitudin at lacus. Quisque eleifend dui eget tortor ornare quis fermentum sem auctor. Etiam vitae rhoncusvelit. Aenean nulla nulla, suscipit non ullamcorper vel, eleifend ut dui. Morbi eu tortor in massa consectetur porttitor laoreet fringilla nisl. Vestibulum laoreet lobortis lacusnon scelerisque. Ut bibendum rhoncus felis ut auctor. Integer porttitor viverra elementum. Vivamus sit amet ipsum ac velit feugiat tristique. Praesent nec velit ipsum.Maecenas in orci nulla, eu interdum mauris.Integer porta lacinia tempor. Curabitur sit amet nibh a sapien scelerisque accumsan. Curabitur feugiat suscipit imperdiet. Fusce orci ipsum, malesuada non cursus sit amet,laoreet ut purus. Praesent eget ligula urna. Donec mattis est eu tortor pulvinar mollis dictum elit malesuada. Aliquam varius nisl euismod massa accumsan quis accumsanerat viverra. Nunc ac velit velit. Sed lobortis, eros vel blandit luctus, nunc velit malesuada lacus, eget tincidunt neque nisl et neque. Aenean sagittis tellus purus, a aliquetaugue. In hac habitasse platea dictumst. Vestibulum sed ipsum a ipsum fringilla congue eget at eros.Etiam feugiat, mi vel elementum tempor, massa dolor varius augue, id tempus tortor elit sed justo. In pulvinar, sapien in feugiat elementum, velit diam vehicula ligula, asemper felis lorem id justo. Aliquam erat volutpat. Sed varius tempor nibh et fringilla. Donec id suscipit leo. Nullam quis nisl lacus, vitae placerat massa. Aenean at massadui, eu scelerisque sapien. Mauris vel neque et mi porttitor dapibus. Fusce quis libero eget justo facilisis scelerisque. Mauris eu dolor at purus volutpat suscipit. Cras liberonisi, placerat eget rhoncus et, auctor et magna. Vivamus quis vehicula ante. Nulla laoreet egestas gravida. Vestibulum tortor massa, feugiat ut sodales id, mattis id risus.Nulla egestas rutrum lacus at pretium. Nunc blandit dapibus libero, a facilisis tellus convallis vel. Integer auctor eros dapibus massa dapibus quis tempus quam pretium.Mauris ultricies leo eget odio convallis eget consectetur purus pharetra. Nulla facilisi.Duis nec velit ut ante suscipit auctor. Etiam leo tellus, eleifend a fermentum vel, luctus et libero. Proin urna felis, venenatis porttitor sollicitudin id, pellentesque vel lorem.In blandit mattis fringilla. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla ligula dolor, viverra vitae tincidunt at, congue egetarcu. Pellentesque id interdum lacus. Suspendisse in lectus et nibh consectetur luctus vitae non magna. Ut interdum, est aliquam ultrices tempor, elit lorem mollis turpis,sed faucibus nisl enim sit amet sem. Vestibulum dapibus quam a lectus accumsan vitae posuere urna volutpat. Donec commodo fermentum arcu quis pulvinar. Nam egeteros ac turpis lobortis fermentum. Sed ultrices tristique nibh a aliquet. Cras tristique auctor elementum. Sed placerat, libero ac suscipit tincidunt, enim elit pharetra ligula,sit amet ultrices risus est ac diam.Nullam erat ligula, sagittis nec auctor imperdiet, scelerisque nec dolor. Mauris tincidunt risus at turpis facilisis congue. Curabitur purus ante, mollis ut bibendum sed,tincidunt quis nulla. Nam non ligula at eros dapibus porta. Fusce sapien justo, tempor ut viverra quis, consequat sit amet nisi. Integer iaculis, metus quis venenatis rhoncus,dolor erat venenatis lacus, et posuere odio diam eu orci. In hac habitasse platea dictumst. Morbi vulputate scelerisque diam. In gravida porttitor hendrerit. Curabitur necaugue ac dolor mattis dictum. Suspendisse accumsan facilisis tortor tincidunt feugiat. Etiam ante urna, auctor id fermentum a, varius vitae enim. Curabitur a bibendum then edit a few more times....tellus. Curabitur pellentesque, felis ut molestie iaculis, sapien lectus cursus orci, sit amet accumsan dolor augue ac dui. Nulla cursus ipsum eget nisl aliquam ut mollis nibhdictum.Donec ut mauris sem. Suspendisse potenti. Nullam scelerisque ultrices mattis. Mauris ultrices magna orci, vitae adipiscing enim. Aliquam aliquam, nibh in mattis ornare,nisl risus sodales orci, nec molestie sem metus sed leo. Sed placerat diam eu lectus laoreet eu dictum nisi bibendum. In ullamcorper varius vestibulum. Sed congue variusorci vitae semper. Aenean risus justo, egestas eu pellentesque at, accumsan ac mi. Sed semper velit lacinia diam commodo ullamcorper. In quis tortor felis, non eleifendodio. Mauris quis sem mi, in placerat lacus. Phasellus at nisl quis magna adipiscing convallis. Aenean ut massa mauris, sit amet imperdiet dui. Aliquam dictum gravidaegestas. Etiam interdum, risus sit amet dignissim cursus, sem dui porta sapien, tempus egestas quam velit vitae tellus. Vivamus a purus nec felis porttitor vehicula. Donecnec diam sem. In eget justo et mauris porta placerat vitae id purus.Sed nisi quam, scelerisque non pretium sit amet, malesuada elementum augue. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.Aliquam fermentum venenatis ornare. Etiam id erat nisl, tincidunt scelerisque sapien. Praesent ut faucibus lectus. Sed sit amet diam metus. Etiam pellentesque bibendumdui, eu volutpat tortor scelerisque et. Aliquam ut eros leo, sed ultricies lacus. Proin posuere sagittis magna, ac tristique sapien ultrices id. In gravida bibendum justo, egetrutrum risus commodo eu. Donec turpis arcu, laoreet pharetra egestas nec, tincidunt in leo. Vestibulum pulvinar nibh eget magna fringilla dictum. Cras et velit et lectusporttitor lobortis. Sed consectetur, eros sit amet tempor placerat, dui mi porttitor diam, in suscipit eros nisl quis lacus. Cras sed urna mi. Vestibulum at felis vitae.
  51. 51. Lorem ipsum dolor sit amet, consectetur adipiscingelit. Nam pharetra dignissim consectetur. Donec utnisl nisi, et pretium sem. Proin libero libero, mollis investibulum sed, interdum at nibh. Curabitur vellectus sit amet leo blandit tincidunt quis sed nulla.Etiam scelerisque metus eget augue placerat velelementum sem mattis. Pellentesque sapien mauris,laoreet sed malesuada ac, rhoncus in ipsum. Fusceultrices consectetur odio ac tincidunt. Donecpharetra auctor lacus sit amet pulvinar. Nullam aurna turpis, sit amet vulputate mi. Donec eu suscipitpurus. Mauris tincidunt scelerisque tellus, vel sempersapien hendrerit sed.Curabitur feugiat suscipit imperdiet. Fusce orciipsum, malesuada non cursus sit amet, laoreet utpurus. Praesent eget ligula urna. Donec mattis est eutortor pulvinar mollis dictum elit malesuada.Aliquam varius nisl euismod massa accumsan quisaccumsan erat viverra. Nunc ac velit velit. Sedlobortis, eros vel blandit luctus, nunc velit malesuadalacus, eget tincidunt neque nisl et neque.Donec id suscipit leo.Nulla laoreet egestas gravida. Vestibulum tortormassa, feugiat ut sodales id, mattis id risus. Nullaegestas rutrum lacus at pretium. Nunc blanditdapibus libero, a facilisis tellus convallis vel. Integerauctor eros dapibus massa dapibus quis tempusquam pretium.Mauris tincidunt risus at turpis facilisis congue.Curabitur purus ante, mollis ut bibendum sed,tincidunt quis nulla. Nam non ligula at eros dapibusporta. Fusce sapien justo, tempor ut viverra quis,consequat sit amet nisi. Integer iaculis, metus quis think small...venenatis rhoncus, dolor erat venenatis lacus, etposuere odio diam eu orci.Sed semper velit lacinia diam commodo ullamcorper.Phasellus at nisl quis magna adipiscing convallis.Aenean ut massa mauris, sit amet imperdiet dui.Sed nisi quam, scelerisque non pretium sit amet,malesuada elementum augue. Pellentesque habitantmorbi tristique senectus et netus et malesuada famesac turpis egestas. Aliquam fermentum venenatisornare. Etiam id erat nisl, tincidunt scelerisquesapien.
  52. 52. this includes markup... soup is best served in a bowl... we see this much more than you’d think... recreating <div class="body"> existing <tags> <div class="header"> is not cool <div class= "h1"> <span>Hello World!</span> <div> soup... </div> </div> <div class="body">HTML <span class="emphasis">can actually be</span>meaningful. </div> </div>unnecessary markup will increase the amount of data you transfer, and may impact performance
  53. 53. well structured & meaningful contains 71% less filler <h1>Hello World!</h1> <p>HTML<em>can actually be</em>meaningful.</p>keep markup short, semantic and meaningful – less data transfer and better performance
  54. 54. “full web” vs. “mobile web”basic comparison of The New York Times and The Guardian websites on the iPhone...
  55. 55. more clicks to find relevant contentrequires pinch + zoom each page requires an almost full refresh
  56. 56. no pinch + zoom fewer clicksmuch lessbandwidth required
  57. 57. 996.3 KB 81.2 KB mobile optimised sites are far more network efficient
  58. 58. filter compress
  59. 59. appropriately resize and compress media for each device large.jpg 35.73 KBhttp://www.flickr.com/photos/ulybug/152518872
  60. 60. appropriately resize and compress media for each device medium.jpg 10.69 KBhttp://www.flickr.com/photos/ulybug/152518872
  61. 61. appropriately resize and compress media for each device small.jpg 4.57 KBhttp://www.flickr.com/photos/ulybug/152518872
  62. 62. appropriately resize and compress media for each device large.jpg medium.jpg small.jpg 35.73 KB 10.69 KB 4.57 KBhttp://www.flickr.com/photos/ulybug/152518872
  63. 63. /*! * jQuery JavaScript Library v1.4.4 * http://jquery.com/ * * Copyright 2010, John Resig * Dual licensed under the MIT or GPL Version 2 licenses. * http://jquery.org/license * * Includes Sizzle.js * http://sizzlejs.com/ * Copyright 2010, The Dojo Foundation * Released under the MIT, BSD, and GPL Licenses. devices don’t care * * Date: Thu Nov 11 19:04:53 2010 -0500 about formatting & style... */(function( window, undefined ) {// Use the correct document accordingly with window argument (sandbox)var document = window.document;var jQuery = (function() {// Define a local copy of jQueryvar jQuery = function( selector, context ) { // The jQuery object is actually just the init constructor enhanced return new jQuery.fn.init( selector, context ); }, // Map over jQuery in case of overwrite _jQuery = window.jQuery, // Map over the $ in case of overwrite _$ = window.$, // A central reference to the root jQuery(document) rootjQuery, // A simple way to check for HTML strings or ID strings // (both of which we optimize for) quickExpr = /^(?:[^<]*(<[wW]+>)[^>]*$|#([w-]+)$)/, // Is it a simple selector isSimple = /^.[^:#[.,]*$/, // Check if a string has a non-whitespace character in it rnotwhite = /S/, rwhite = /s/, // Used for trimming whitespace trimLeft = /^s+/, trimRight = /s+$/,
  64. 64. 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  65. 65. data formats do matter... XML JSON94 KB 76 KB same data, 20% lighter...
  66. 66. XML JSON18.5 KB 14 KB 80% smaller when compressed and compression can make a huge difference...
  67. 67. but unpacking requires time...http://www.flickr.com/photos/spine/436111793
  68. 68. ? use strategically CSS XML HTML JSON JS not always a good idea for everything... uncompressing data can impact browser performance...thanks to @ for the reminder!
  69. 69. reuse existing data formats in creative + efficient ways... ...seriously?7.1MB of audio data compressed to 1.2MB using PNG format http://audioscene.org/scene-files/yury/pngencoding/sample.html
  70. 70. rendered + optimisedproxy browser on proxy server... off-load to the server... free + unlimited bandwidth OBML* HTML limited + costly proxy server bbc.co.uk bandwidth *OBML (Opera Binary Markup Language) is highly optimised for mobile networks + devices.
  71. 71. ...a little information design can significantly reduce data transfer1 year of data <1KB sparklines http://insideanalytics.blogspot.com/2006/09/busy-but-good-dashboard.html
  72. 72. filter compress cache
  73. 73. moving the same bits around eventually gets expensive...http://www.flickr.com/photos/fabricio/1576392520
  74. 74. conveniently store bits so they can be reused in the future...http://www.flickr.com/photos/seattlemunicipalarchives/3762792170
  75. 75. cache as much as possible... must be requested from the network 0 KB 0 KB 7.5 KB CSS JSON 0 KB 18 KB JS HTML 14 KB 0 KB jQuery 0 KB every HTTP request adds up these are only downloaded once... local cache network datavia headers, manifests, etc. new data requests
  76. 76. filter compress cache communicate
  77. 77. global seings could be used by other applications to determine how they use the network...Settings > Bandwidth Settings > Bandwidth > Usage ProfileSettings to enable/disable (non-roaming) data Setting to determine how applicationsaccess, as well as provide a means of limiting accessing the Internet via operator networksdata use. should use data services. doesn’t currently exist – just an idea...
  78. 78. On more teeny button... Usage ProfilesAdd an extra button that launches a ‘Usage Applications could provide users with ‘usageProfile’... profiles’ where their data consumption within each application is easily and instantly communicated. doesn’t currently exist – just an idea...
  79. 79. communicateLoading... Loading revisited...Mobile browsers currently provide a means of It wouldn’t be a huge stretch to add a simpledisplaying download progress. status bar that displays the total KB (or MB’s!) being downloaded. doesn’t currently exist – just an idea...
  80. 80. ...equivalent efficiency ratings for data? point of differentiationdoesn’t currently exist – just an idea...
  81. 81. filter compress cache communicate
  82. 82. oh, and don’t forget...
  83. 83. filter compress off-load cache communicate
  84. 84. off-load high bandwidth activities and services to Wi-Fi...http://www.flickr.com/photos/yodelanecdotal/4092671973
  85. 85. No Wi-Fi Network Available Option to defer activity due to lack of Wi-FiApplication simply chews up 3G data Application alerts the user to the lack of Wi-Fiallowance without warning. connectivity and prompts them to continue. doesn’t currently exist – just an idea...
  86. 86. filter compress off-load cache communicate
  87. 87. design for network efficiency is essential...http://www.flickr.com/photos/lingaraj/2415084235
  88. 88. mobile data shouldn’t be the luxury it currently is... – @timberners_leehttp://www.flickr.com/photos/campuspartymexico/4102296282
  89. 89. thank you hello@yiibu.comhttp://www.slideshare.net/bryanrieger/the-end-of-unlimited-bandwidth
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