Brian Fling (Blue Flavor)

Slide 1: 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.

Slide 2: Web 2.0 Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 3: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 4: 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

Slide 5: 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.

Slide 6: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 7: 10 Things I Learned at Mobile 2.0 Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 8: 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.

Slide 9: 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.

Slide 10: 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.

Slide 11: 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.

Slide 12: 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.

Slide 13: 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.

Slide 14: 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.

Slide 15: 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.

Slide 16: 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.

Slide 17: 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.

Slide 18: 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

Slide 19: But can it happen? Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 20: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 21: The iPhone Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 22: A Confession Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 23: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 24: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 25: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 26: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 27: The iPhone Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 28: From many perspectives the iPhone is not revolutionary. Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 29: But it is creating a revolution none-the-less. Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 30: 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.

Slide 31: The iPod Touch Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 32: 375,000 sold per month Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 33: 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.

Slide 34: 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.

Slide 35: 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.

Slide 36: 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.

Slide 37: iPhone Uniqueness Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 38: iPhone Uniqueness 1. Smart phone for the masses Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 39: 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.

Slide 40: 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.

Slide 41: 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.

Slide 42: 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.

Slide 43: 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.

Slide 44: 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.

Slide 45: 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.

Slide 46: 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.

Slide 47: 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.

Slide 48: (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.

Slide 49: 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)

Slide 50: The Home Screen Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 51: Using CSS3 Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 52: Using CSS3 Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 53: + Using CSS3 3 Kilobytes Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 54: + + Using CSS3 320 bytes 3 Kilobytes Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 55: + + + 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.

Slide 56: + + + 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.

Slide 57: + + + 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.

Slide 58: <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

Slide 59: #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

Slide 60: Home Screen Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 61: Newsvine Leaflet Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 62: Newsvine Leaflet CSS Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 63: Controls CSS Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 64: A Successful Experiment Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 65: 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.

Slide 66: 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”

Slide 67: 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

Slide 68: 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

Slide 69: 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

Slide 70: 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

Slide 71: Leaflets Takeaways Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 72: 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.

Slide 73: 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.

Slide 74: 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.

Slide 75: 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.

Slide 76: 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.

Slide 77: 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.

Slide 78: 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.

Slide 79: Being Backwards Compatible Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 80: 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.

Slide 81: 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.