The Web: 

You’re Doing It Wrong
Daniel Appelquist
Open Web Advocate, Telefónica
@torgo
The Web is Mobile
• The Web’s strength is that it is a commons
• The URL is the fundamental glue of the Web
• No one entity controls URLs an...
Antipatterns
Let’s Talk about Door Slams
Image Credit: Terence Eden
Ok - so non-modal? Better
but not by much...
Why would you send your
customer somewhere else?
• Equivalent of saying to someone who walks into your
shop: “go away and ...
Even More Mystifying
• "download our app" as a call to action on print or TV
advertising?
• You're jamming your message wi...
Nissan
• Television and print advertising
push "download our app" (IOS
and Android only, please)
• What am I supposed to s...
Star Trek
• Clear how to find out more
• Brings you to a responsive web site with
relevant actions you can take (last year:...
“We Want our App to be on
the User’s Phone”
• FT and many others use
“Save to Homescreen”
• Guide your user through the
pr...
…but…
• Do you really need your app to be on the user’s home
screen?
• How many apps do you have in your app ghetto?
• Use...
Best practice for Mobile
(Web) Apps
• Use the URL - understand that URLs will be passed
around out-of-band and build that ...
What’s missing from the
Web?
From 2010
Google’s Own Jake Archibald at
State of the Browser (@webstandards)
From This Weekend
So what’s changed in 4
years?
• We are now working together
• Web on mobile is no longer seen as “a mobile industry
thing”...
• Push API - Mozilla and Google working on
implementing the W3C API
• Offline experience - HTML5 appcache and related
techn...
So Firefox OS
• What I said at Forum Oxford in 2012:
Since then:
• OEMS: Alcatel, Huawei, LG, ZTE 

& Geeksphone (developer handset)
• Launched in Brazil, Chile, Columbia, Ger...
Low-Cost Phones 

are Key Driver
Flame
Reference
Device
• Qualcomm MSM8210 Snapdragon, 

1.2GHZ Dual core processor
• 4.5” screen (FWVGA 854×480 pixels)
• ...
Foxconn Tablets
• 10” screen (1280 x 800 pixels, 24-bit color)
• A31 (ARM Cortex A7) Quad-Core 1.0GHz 

w/ PowerVR SGX544M...
New “Haida” UI in the works -
further blurring of the lines
between Apps and Web
Thanks!
"The Web - You're Doing it Wrong" for Forum Oxford May 2014
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"The Web - You're Doing it Wrong" for Forum Oxford May 2014

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Some mobile web antipatterns to avoid, an update on some exciting new mobile webapo technologies and some latest info on Firefox OS. Presented at Forum Oxford in Oxford UK on 2 May 2014.

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"The Web - You're Doing it Wrong" for Forum Oxford May 2014

  1. 1. The Web: 
 You’re Doing It Wrong Daniel Appelquist Open Web Advocate, Telefónica @torgo
  2. 2. The Web is Mobile
  3. 3. • The Web’s strength is that it is a commons • The URL is the fundamental glue of the Web • No one entity controls URLs and they are interoperable across the entire world • People understand URLs • What happens when someone visits a URL is under the complete control of the web site owner
  4. 4. Antipatterns
  5. 5. Let’s Talk about Door Slams
  6. 6. Image Credit: Terence Eden
  7. 7. Ok - so non-modal? Better but not by much...
  8. 8. Why would you send your customer somewhere else? • Equivalent of saying to someone who walks into your shop: “go away and buy our stuff at Walmart.” • Your customer will more than likely be pushed other competing products ... or just get distracted
  9. 9. Even More Mystifying • "download our app" as a call to action on print or TV advertising? • You're jamming your message with other brands, creating a confusing and frustrating customer experience • What if they have a phone you don't support? The message is : f--- you! • This is 2014 - people know what to do with URLs on their phones and tablets • Even if you want to send your user to an app, let the Web page be the front door - control the experience
  10. 10. Nissan • Television and print advertising push "download our app" (IOS and Android only, please) • What am I supposed to search for? "Nissan?" • This dumps me on a screen where I could just as likely download a game... • And their web site looks great on mobile devices (responsive design++) • Sorry: the App Store emperor has no clothes
  11. 11. Star Trek • Clear how to find out more • Brings you to a responsive web site with relevant actions you can take (last year: buy tickets; this year: buy blu-rays) • Also, download apps
  12. 12. “We Want our App to be on the User’s Phone” • FT and many others use “Save to Homescreen” • Guide your user through the process of adding the web app to their homescreen • Thereafter, the web app appears as an app • Optionally, it can be launched in a “chromeless” view
  13. 13. …but… • Do you really need your app to be on the user’s home screen? • How many apps do you have in your app ghetto? • Users are getting app fatigue • One-off experiences such as “buy tickets to a movie” don't necessarily need to stick around on the user’s home screen • How about encouraging users to “favorite” or (gasp) “bookmark” your webapp?
  14. 14. Best practice for Mobile (Web) Apps • Use the URL - understand that URLs will be passed around out-of-band and build that in to your design thinking • Get a short domain and export short URLs • Even if your preferred experience is in an app, offer a Web version of that experience • If people want to interact with you via the Web, let them!
  15. 15. What’s missing from the Web?
  16. 16. From 2010
  17. 17. Google’s Own Jake Archibald at State of the Browser (@webstandards) From This Weekend
  18. 18. So what’s changed in 4 years? • We are now working together • Web on mobile is no longer seen as “a mobile industry thing” • The major Web players agree what the gaps are and are working together on the solutions • We have solutions in the market (e.g. Firefox OS, Chrome)
  19. 19. • Push API - Mozilla and Google working on implementing the W3C API • Offline experience - HTML5 appcache and related technologies have been around for a while but are difficult to use, ServiceWorker coming (Google and Mozilla)
  20. 20. So Firefox OS • What I said at Forum Oxford in 2012:
  21. 21. Since then: • OEMS: Alcatel, Huawei, LG, ZTE 
 & Geeksphone (developer handset) • Launched in Brazil, Chile, Columbia, Germany, Spain, Greece, Hungary, Italy, Montenegro, Mexico, Peru, Poland, Serbia, Uruguay, Venezuela • Open Web Device Compliance Review Board launched: DT, KDDI, Telefónica, Telenor, LGE, Qualcomm, Sony, TCL, ZTE… • Firefox Marketplace launched • Firefox OS has progressed from 1.1 to 1.5 with 2.0 (Haida UI) just announced
  22. 22. Low-Cost Phones 
 are Key Driver
  23. 23. Flame Reference Device • Qualcomm MSM8210 Snapdragon, 
 1.2GHZ Dual core processor • 4.5” screen (FWVGA 854×480 pixels) • Cameras: Rear: 5MP / Front: 2MP • 3G UMTS quad-band (850/900/1900/2100) • 8GB memory • 256MB -1GB RAM (adjustable by developer) • A-GPS, NFC • Dual SIM Support • Battery capacity: 1,800 mAh • WiFi: 802.11 b/g/n, Bluetooth, Micro USB
  24. 24. Foxconn Tablets • 10” screen (1280 x 800 pixels, 24-bit color) • A31 (ARM Cortex A7) Quad-Core 1.0GHz 
 w/ PowerVR SGX544MP2 GPU • 16GB storage • 2GB RAM • Cameras: Rear 5MP/ Front 2MP • A-GPS • Battery capacity: 7,000 mAh • WiFi: 802.11 b/g/n, Bluetooth, Micro USB
  25. 25. New “Haida” UI in the works - further blurring of the lines between Apps and Web
  26. 26. Thanks!
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