How the iPhone Will
Change the Mobile Space
Brian Fling, Principal & Director of Strategy, Blue Flavor
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Web 2.0
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Web 1.0 Web 2.0
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Proprietary Standards
Walled Gardens Web Services
First to market Web as a Platform
Brand-centered User-centered

Jargon Alert
Mobile 2.0
The convergence of mobile services and web
services. The promise of Mobile 2.0 is to add
portability, ubiquitous connectivity and location-
based services to enhance information and services
found on the web.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
8. The Carrier is the new “C” word
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
8. The Carrier is the new “C” word
9. People abuse the Podium
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
8. The Carrier is the new “C” word
9. People abuse the Podium
10. We are creators not consumers
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Mobile 1.0 Mobile 2.0
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Proprietary Standards
Walled Gardens Web Services
First to market Web as a Platform
Brand-centered User-centered

But can it happen?
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

The iPhone
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

A Confession
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

The iPhone
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

From many perspectives
the iPhone is not
revolutionary.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

But it is creating a
revolution none-the-less.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

The iPhone is shifting
perceptions of what
mobile technology can do.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

The iPod Touch
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

375,000
sold per month
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
8. The Carrier is the new “C” word
9. People abuse the Podium
10. We are creators not consumers
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
8. The Carrier is the new “C” word
9. People abuse the Podium
10. We are creators not consumers
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

10 Things I Learned at Mobile 2.0
1. #1 Mobile 2.0 = The web
2. The mobile web browser is the next killer app
3. Mobile web Applications are the future
4. AJAX is the next frontier
5. Javascript kills battery life
6. The Mobile User Experience Sucks
7. Mobile Widgets are the next big thing
8. The Carrier is the new “C” word
9. People abuse the Podium
10. We are creators not consumers
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

The iPhone is the first
mobile device worthy of
being labeled
“Mobile 2.0”
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
5. Updateable Software
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
5. Updateable Software
6. Location awareness
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
5. Updateable Software
6. Location awareness
7. Bandwidth expectations
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
5. Updateable Software
6. Location awareness
7. Bandwidth expectations
8. Portable device convergence
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
5. Updateable Software
6. Location awareness
7. Bandwidth expectations
8. Portable device convergence
9. Web & Mobile Standards
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

iPhone Uniqueness
1. Smart phone for the masses
2. Flat rate data
3. Device sold and supported outside the carrier
4. No Subsidization
5. Updateable Software
6. Location awareness
7. Bandwidth expectations
8. Portable device convergence
9. Web & Mobile Standards
10. Impact on web communities
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

(Made by the folks at Blue Flavor)
iPhone apps that grow on you.
Copyright © 2006 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Why Create Leaflets?
We wanted to showcase
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
...the merger of Web 2.0 and Mobile 2.0
...the use of web standards in mobile
...designing for the mobile context
...mobile web best practices
...designing for the iPhone
...rapid and iterative development
(Blog Post Why we made Leaflets)

The Home Screen
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Using CSS3
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Using CSS3
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

+
Using CSS3
3 Kilobytes
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

+
+
Using CSS3
320 bytes
3 Kilobytes
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

+
+
+
Using CSS3
320 bytes
3 Kilobytes
-webkit-border-radius: 10px;
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

+
+
+
Using CSS3
320 bytes
3 Kilobytes
-webkit-border-radius: 10px;
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

+
+
+
Using CSS3
320 bytes
3 Kilobytes
-webkit-border-radius: 10px;
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

<div id=\"apps\">
<ul>
<li id=\"navSearch\"><a href=\"search/\">Search</a></li>
<li id=\"navRSS\"><a href=\"feeds/\">Feeds</a></li>
<li id=\"navNewsvine\"><a href=\"newsvine\">Newsvine</a></li>
<li id=\"navLinks\"><a href=\"applist/\">App List</a></li>
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
<li id=\"navEvents\"><a href=\"upcoming/\">Upcoming</a></li>
<li id=\"navFlickr\"><a href=\"flickr/\">Flickr</a></li>
<li id=\"navDelicious\"><a href=\"delicious/\">del.icio.us</a></li>
<li id=\"navBaseball\"><a href=\"scores/\">Baseball</a></li>
<li id=\"navNYT\"><a href=\"nyt/\">NY Times</a></li>
<?php if ($_user): ?>
<li id=\"navSettings\"><a href=\"user/settings.php\">Settings</a></li>
<?php endif; ?>
</ul>
<div id=\"loading_status\"><img id=\"loader\" src=\"/media/images/loader.gif\" border=\"0\"
alt=\"\" /><span id=\"ltext\">Loading icons...</span></div>
</div>
Home Icon XHTML

#apps li{
float: left;
width: 56px;
height: 56px;
border: 1px hidden #666;
-webkit-border-radius: 10px;
text-align: center;
background: #666 url(/media/images/button_glare.png) no-repeat;
-webkit-box-shadow: 0px 1px 3px black;
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
margin: 7px 10px 20px
}
#apps li a{
text-decoration: none;
color: #999;
display: block;
padding-top: 60px;
font-weight: bold;
font-size: .8em
}
li#navNewsvine{
background: url(/media/images/button_glare.png) no-repeat,
url(/media/images/home_newsvine_low.png) no-repeat;
background-color: #005422
}
Home Icon CSS

Home Screen
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Newsvine Leaflet
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Newsvine Leaflet CSS
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Controls CSS
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

A Successful Experiment
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

and the iPhone launch (3 weeks)
A Successful Experiment
The entire application was built between WWDC
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

A Successful Experiment
The entire application was built between WWDC
and the iPhone launch (3 weeks)
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
TechCrunch—“Must-Have iPhone App”

A Successful Experiment
The entire application was built between WWDC
and the iPhone launch (3 weeks)
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
TechCrunch—“Must-Have iPhone App”
105,000 hits the first week to website

A Successful Experiment
The entire application was built between WWDC
and the iPhone launch (3 weeks)
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
TechCrunch—“Must-Have iPhone App”
105,000 hits the first week to website
12,000 unique app users the first week

A Successful Experiment
The entire application was built between WWDC
and the iPhone launch (3 weeks)
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
TechCrunch—“Must-Have iPhone App”
105,000 hits the first week to website
12,000 unique app users the first week
7,000 recurring app users per week

A Successful Experiment
The entire application was built between WWDC
and the iPhone launch (3 weeks)
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
TechCrunch—“Must-Have iPhone App”
105,000 hits the first week to website
12,000 unique app users the first week
7,000 recurring app users per week
Average 22 pages view per visit

Leaflets Takeaways
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

could work on any “Mobile 2.0” device.
Leaflets Takeaways
While we designed it for the iPhone, Leaflets
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Leaflets Takeaways
While we designed it for the iPhone, Leaflets
could work on any “Mobile 2.0” device.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Standards. Standards. Standards.

Leaflets Takeaways
While we designed it for the iPhone, Leaflets
could work on any “Mobile 2.0” device.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Standards. Standards. Standards.
Design for context.

Leaflets Takeaways
While we designed it for the iPhone, Leaflets
could work on any “Mobile 2.0” device.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Standards. Standards. Standards.
Design for context.
Optimize for the bandwidth.

Leaflets Takeaways
While we designed it for the iPhone, Leaflets
could work on any “Mobile 2.0” device.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Standards. Standards. Standards.
Design for context.
Optimize for the bandwidth.
Test. And then test some more.

Leaflets Takeaways
While we designed it for the iPhone, Leaflets
could work on any “Mobile 2.0” device.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Standards. Standards. Standards.
Design for context.
Optimize for the bandwidth.
Test. And then test some more.
Javascript is crucial to the user experience.

Leaflets Takeaways
While we designed it for the iPhone, Leaflets
could work on any “Mobile 2.0” device.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.
Standards. Standards. Standards.
Design for context.
Optimize for the bandwidth.
Test. And then test some more.
Javascript is crucial to the user experience.
CSS3 is ideal for mobile development.

Being Backwards
Compatible
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

The iPhone is the first of
many Mobile 2.0 Devices.
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Thanks/Questions/Contact
Brian Fling
Co-founder & Director of Strategy, Blue Flavor
brian@blueflavor.com
tel. +1 206 545-0210
mob. +1 206 351-6060
www.blueflavor.com
Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.