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AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
AppTalk Frontline: Web vs Hybrid vs Native
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AppTalk Frontline: Web vs Hybrid vs Native

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This time AppTalk will focus on the everyday question of web applications vs hybrid applications vs native mobile applications. We'll provide guidance in making the business decision between these …

This time AppTalk will focus on the everyday question of web applications vs hybrid applications vs native mobile applications. We'll provide guidance in making the business decision between these approaches. This will be presented through practical real-life cases. The focus will be on mobile applications rather than games.

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  • 1. AppTalk Frontline13.2.2013
  • 2. Agenda  Welcoming words by Karl Ots, Symbio  Native, Hybrid or Web app?  Mobile frontend  Discussion & networking 2
  • 3. Speaker  Sebastian de Mel, frontend developer at Exove Oy.  Been in the web business as a entrepreneur for over 5 years until recently when he joined the ranks of Exove Oy, whose customers include: Nelonen, Fiskars, Bonnier publication and others.  Studied algorithms in University of Tampere and has a Media-assistant degree.  Technologies used in daily work:   JavaScript, Underscore, jQuery, Zepto etc.   PhoneGap   eZ Publish, Drupal, Concrete5 3
  • 4. Native, Hybridor Web app? 4
  • 5. Initial questionsDoes it make sense? ”According to AppsFires analysis, by the time you hit the 1000th app (as far as popularity), youre looking at only 1.76 percent of users with the program installed. Once you pass the 2000th program, the number of active installs is barely a blip on the radar.” Source: PCWorld (http://www.pcworld.com/article/181448/Apples_App_Store_100000_Apps_But_Most_Are_Unused.html) 5
  • 6. Initial questions Does it make sense? Mobile apps reach ROI is over two times smaller than an mobile websites Reach  (Persons  per  €)  in  Finland   Mobile  website   Mobile  app  (WP,  Android,  iOS)   Reach  (Persons  per  €)   Mobile  app  (Android)   0   10   20   30   40   50   60  Assump&ons  in  calcula&on:    -­‐   Mobile  App  (Android)  costs  28  000€    -­‐  Smartphone  penetra&on  38%  -­‐   Mobile  App  (iOS,  Android,  WP)  costs  84  000€  -­‐  Finland’s  popula&on  2012:  5  262  930  -­‐   Mobile  website  costs  28  000€    -­‐  Market  share:  WP  33%,  Android  33%,  iPhone  15%,  other  19%       Data  sources:        -­‐  78%  of  smartphone  users  browse  internet  with  there  phone   6 hPp://www.thinkwithgoogle.com/mobileplanet,  Finland  data  set   hPp://wmpoweruser.com/finnish-­‐carrier-­‐data-­‐shows-­‐windows-­‐phone-­‐had-­‐33-­‐market-­‐share-­‐in-­‐june/  
  • 7. Initial questionsDo you need it and does it fit your business? Asked whether he lost a big promotional opportunity by leaving the iTunes store, he replied: “I don’t need Apple to tell the world the Financial Times is here. We’ve been here for 120 years.” He added that iOS apps don’t seem to be working for publishers, as they’re not bringing in enough revenue. Said Grimshaw: “I’m not sure it’s all that it’s cracked up to be.” Source: PaidContent.org(http://paidcontent.org/2012/05/23/ft-web-app-success/) 7
  • 8. Initial questionsAre your competitors there? How well are they doing? AppStore  App   Sweden   Uk   Germany   USA   IKEA   #210   #15   #148   #42   #284   Walmart   NA   NA   NA   #32   H&M   #29   #2   #112   #12   #28   #4   #67   8
  • 9. Decission model Customer   Content   Use   Company   Development   •  Country   •  Life&me   •  Type   •  Goal   •  Speed   •  Ecosystem   •  When   •  Where   •  Budget   •  Quality   •  Age   •  User  created   •  Offline/ •  ROI   •  Complexity   •  Gender   •  Private/ Online   •  App  Life&me   •  Maintenance   Share   •  Session   •  Features   •  Connec&vity   length   •  “Max”  delay   9
  • 10. Customer Country/Ecosystem Age Gender 10
  • 11. Customer: Country/Ecosystem Globally:  Android,  iPhone   Finland:  Android,  Windows  Phone   11Sources:  WM  Power  User.com,  hPp://wmpoweruser.com/finnish-­‐carrier-­‐data-­‐shows-­‐windows-­‐phone-­‐had-­‐33-­‐market-­‐share-­‐in-­‐june/  Tech  Thoughts.net,hPp://www.tech-­‐thoughts.net/2012/07/global-­‐smartphone-­‐market-­‐share-­‐trends.html#.UUiLAVuPhW0  
  • 12. Customer: Country/Ecosystem 2012  Smartphone  ranks   Elisa  consumer  (FIN)   DNA  (FIN)   Sonera  (FIN)   1.  Nokia  Lumia  800   1.  Samsung  Galaxy  Y   1.  Nokia  Lumia  800   2.  Apple  iPhone  4S   2.  Nokia  Lumia  920   2.  Apple  iPhone  4S   3.  Nokia  C2-­‐01   3.  Nokia  Lumia  800   3.  Samsung  Galaxy  Xcover   4.  Samsung  Galaxy  S  III   4.  iPhone  5   4.  Samsung  Galaxy  Gio   5.  Samsung  Galaxy  S  II   5.  Nokia  113   5.  Apple  iPhone  5   12Sources:  Mobiili.fi,  hPp://mobiili.fi/2013/01/02/dnan-­‐elisan-­‐ja-­‐soneran-­‐suosituimmat-­‐vuonna-­‐2012-­‐nokian-­‐lumiat-­‐parjasivat-­‐hyvin/  
  • 13. Customer: Age 13Sources:  Business  Insider,  hPp://www.businessinsider.com/chart-­‐of-­‐the-­‐day-­‐smartphone-­‐demographics-­‐s&ll-­‐skew-­‐young-­‐and-­‐moneyed-­‐2012-­‐7  Mark&ng  Charts.com,  hPp://www.marke&ngcharts.com/wp/topics/demographics/tablet-­‐adop&on-­‐less-­‐age-­‐dependent-­‐than-­‐smartphone-­‐ownership-­‐in-­‐developed-­‐markets-­‐25824/  
  • 14. Customer: Age 14Sources:  Telecom  Circle,  hPp://www.telecomcircle.com/2011/10/chart-­‐demographics-­‐of-­‐tablet-­‐and-­‐ereader-­‐user/  
  • 15. Customer: Age 15Sources:  Flurry.com,  hPp://blog.flurry.com/bid/90987/The-­‐Truth-­‐About-­‐Cats-­‐and-­‐Dogs-­‐Smartphone-­‐vs-­‐Tablet-­‐Usage-­‐Differences  
  • 16. Customer: Sex 16Sources:  Flurry.com,  hPp://blog.flurry.com/bid/90987/The-­‐Truth-­‐About-­‐Cats-­‐and-­‐Dogs-­‐Smartphone-­‐vs-­‐Tablet-­‐Usage-­‐Differences  
  • 17. Content Lifetime Context User created Private/Share Connectivity 17
  • 18. Content: LifetimeWhat is your contents average lifetime? EXAMPLE:   FACEBOOK  POST  “The  average  Post  Life1me  for  a  Page  is  3  hours  and  7  minutes.  The  median  Post  Life1me  is  2  hours  and  56  minutes,  illustra1ng  that  most  Pages  are  experiencing  Post  Life2mes  around  3  hours.”  Source:  Edgerank  Checker   18  hEp://edgerankchecker.com/blog/2012/01/post-­‐life1me-­‐how-­‐long-­‐does-­‐a-­‐facebook-­‐post-­‐live/  
  • 19. Content: Lifetime Source:   hPp://www.seomoz.org/blog/when-­‐is-­‐my-­‐ tweets-­‐prime-­‐of-­‐life   19
  • 20. Content: When  When is your app used and in what context? 20Source:  hPp://searchengineland.com/infographic-­‐how-­‐where-­‐when-­‐people-­‐share-­‐content-­‐100539  
  • 21. Content: User createdHow much data does your userproduce passively?How much data can youruser create?What kind of data do you wantfrom the user?Source:   21hPp://www.byreputa&on.com/User-­‐Generated-­‐Content-­‐Sta&s&cs_a/319.htm  
  • 22. Content Private/Share  Is the data private or somethink the user can/should share Connectivity  Does the content need to move trough different devices?  Is the content a sub-group of larger content? 22
  • 23. Use Type Where Offline/Online Session length Delay 23
  • 24. Use: Type  What type of application is your app?  Social network  Game  Read/consume content  Produce data/content 24Sources:  Flurry.com,  hPp://blog.flurry.com/bid/90987/The-­‐Truth-­‐About-­‐Cats-­‐and-­‐Dogs-­‐Smartphone-­‐vs-­‐Tablet-­‐Usage-­‐Difference  
  • 25. Use: Where IN  FINLAND   Where is your app ment to be used? Some apps, like foursquere are used on-the-go while others arn’t location specific. Notice, that location effects often the use-case 25Data  sources:    hPp://www.thinkwithgoogle.com/mobileplanet,  Finland  data  set  
  • 26. Use: Where   Different use for different device  Tablets more entertainment oriented (76%)  Smartphones have more wider use - Utilities: 17% - Social Networking 24% - Entertainent: 42% * Here entertainment means Games + Enternainment from the chart 26Sources:  Flurry.com,  hPp://blog.flurry.com/bid/90987/The-­‐Truth-­‐About-­‐Cats-­‐and-­‐Dogs-­‐Smartphone-­‐vs-­‐Tablet-­‐Usage-­‐Difference  
  • 27. Use Offline/Online  If your app is to help fishers, you can asume that it should support offline use. Session length Related:  Ar&cle   hPp://www.academia.edu/1606806/ The_Effect_of_Context_on_Smartphone_Usage_Sessions   27
  • 28. Use Delay  What is your contents prefered delay. Example: - E-mail’s should be notified in ”real-time” - Blog posts can be ordered in RSS for ”real-time” updating 28
  • 29. Company  Goal  The app can have a different goals and the goals should reflect the apps intended overall lifetime and audience.  Budget  Apps cost often much more than websites. The dilemma in a budget is that if you go to cheep the end result might not make any impact. Large enough budget is key.  ROI  Apps have a smaller reach and each person costs more, however, you impact can be also greater. 29Source:  hPp://searchengineland.com/infographic-­‐how-­‐where-­‐when-­‐people-­‐share-­‐content-­‐100539  
  • 30. Development App lifetime  App can have a short lifetime, so prepare to promote  Apps are not a fire-and-forget investment Interesting slide show from Pinc Media (little outdated) http://www.slideshare.net/pinchmedia/iphone-appstore-secrets-pinch-media 30Source:  hPp://searchengineland.com/infographic-­‐how-­‐where-­‐when-­‐people-­‐share-­‐content-­‐100539  
  • 31. Development: Complexity  In native approach you will have 3-5 different client projects and at least one backend.  In hybrid you will have 1-2 different clients projects and at least one backend  In web, you have one client side (if any) and one backend.Projects increase rapidlyWeb: 1-2 projectsHybrid: 2-3 projects, 50-100% increase from webNative: 4-6 projects, 300-400% increase from web 31
  • 32. Development: ComplexityAndroid screen fragmentation increases development and testing complexity 32
  • 33. Development Maintenace  Often more complex = More maintenance  According to Roy Chomko at Adage Technologie “ Typically, application maintenance ranges from 15 to 20 percent of the original development costs. “ Source: http://www.manufacturing.net/articles/2012/07/the-real-cost-of-developing-an-app 33
  • 34. Development Features  Does your app need to heavy calculations? Example: Augmented reality, image effects etc.  Does your app produce lot’s of offline data?  Is your app 34
  • 35. Conclusion 35
  • 36. Comparison: Web/Hybrid to Native 36
  • 37. 37
  • 38. 38
  • 39. 39
  • 40. 40
  • 41. 41
  • 42. 42
  • 43. 43
  • 44. Responsive design 44
  • 45. Responsive design  MediaQuery  Enables us to specify css for specific: screen size, orientation and dpi  Problems  Mainly used for hiding data  Loading data we dont see (images etc.)  Retina content  Fixes  Layzy loading with JavaScript  Dedicated mobile sites can offer better experience  However, this requires a good detection code 45
  • 46. Examples: Demi, Costume, Exove 46
  • 47. Dedicated mobile site 47
  • 48. Dedicated mobile site  Service data that is needed, rather than hide it  User experience can be customized for mobile devices  Requires redirect logic and possibility to view in desktop mode  Often has a different use case 48
  • 49. Example: Finnlines 49
  • 50. Example: Finnlines 50
  • 51. PhoneGap 51
  • 52. PhoneGap  Provides an ”chromeless” web browsers with access to native code  In theory, you can develope once, use anywhere  In practise, suffers from the same problems as any web development (test on every browser enviroment)  Good of rapid prototyping and developing apps  Can be hard to get JS/HTML5 to mimic native experience 52
  • 53. Example: Easy Break 53
  • 54. Example: BBC Olympics NOT  DEVELOPED  BY  EXOVE   54
  • 55. Native 55
  • 56. Example: Golf GameBook 56
  • 57. 57

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