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Slide 1: Mobile 2.0: Design and Develop for the iPhone and Beyond by Brian Fling Web 2.0 Expo, San Francisco, April 22, 2008 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 2: or Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 3: How the iPhone Will Forever Change the Mobile Space by Brian Fling Web 2.0 Expo, San Francisco, April 22, 2008 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 4: or Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 5: Why I gave up on crappy Mobile User Experiences and fell in love with the iPhone by Brian Fling Web 2.0 Expo, San Francisco, April 22, 2008 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 6: but Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 7: 98% these designs are impractical Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 8: because of... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 9: Handsets! ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 10: 128 pixels 176 pixels 320 pixels 320 pixels 240 pixels 160 pixels Screens Sizes! 220 pixels 240 pixels 320 pixels 320 pixels ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 11: SSR Reformat Stylesheets Content Adaptation! Mobile Specific ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 12: Mobile 2.0: Design and Develop for the iPhone and Beyond by Brian Fling Web 2.0 Expo, San Francisco, April 22, 2008 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 13: Who is Brian? • Mobile Designer since 2000. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 14: Who is Brian? • Mobile Designer since 2000. • Worked for the first MVNO in North America. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 15: Who is Brian? • Mobile Designer since 2000. • Worked for the first MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 16: Who is Brian? • Mobile Designer since 2000. • Worked for the first MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 17: Who is Brian? • Mobile Designer since 2000. • Worked for the first MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. • Runs mobiledesign.org, one of the largest communities of mobile designers. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 18: Who is Brian? • Mobile Designer since 2000. • Worked for the first MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. • Runs mobiledesign.org, one of the largest communities of mobile designers. • Co-author of the dotMobi Mobile Web Developers Guide. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 19: Who is Brian? • Mobile Designer since 2000. • Worked for the first MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. • Runs mobiledesign.org, one of the largest communities of mobile designers. • Co-author of the dotMobi Mobile Web Developers Guide. • Co-creator of Leaflets for the iPhone. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 20: Who am I talking to? • How many are web designers or developers? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 21: Who am I talking to? • How many are web designers or developers? • How many are new to mobile or the mobile web? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 22: Who am I talking to? • How many are web designers or developers? • How many are new to mobile or the mobile web? • How many have created a mobile website or mobile web application? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 23: Who am I talking to? • How many are web designers or developers? • How many are new to mobile or the mobile web? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 24: Who am I talking to? • How many are web designers or developers? • How many are new to mobile or the mobile web? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? • How many own an iPhone? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 25: Who am I talking to? • How many are web designers or developers? • How many are new to mobile or the mobile web? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? • How many own an iPhone? • How many own an iPod Touch? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 26: Who am I talking to? • How many are web designers or developers? • How many are new to mobile or the mobile web? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? • How many own an iPhone? • How many own an iPod Touch? • How many are just trying to figure out how to make a buck in mobile? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 27: What is Web 2.0? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 28: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 29: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 30: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 31: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 32: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 33: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 34: Web 2.0 is many things Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 35: Though mostly jargon. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 36: The Jargon Bucket Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 37: ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 38: Jargon is dangerous when used as the solution. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 39: Copyright © 2007 Blue Flavor. All trademarks and copyrights remain the property of their respective owners.

Slide 40: All this technology is great, but how does this address the needs of real people? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 41: My Dad Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 42: “Find a need and fill it.” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 43: Bu sin ess Go als Balancing Goals ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 44: Bu sin ess Go als User Goals Balancing Goals ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 45: Bu sin ess Go als User Goals Te ch nic al Balancing Goals oa G ls ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 46: Bu sin ess Go Spot als Sweet User Goals Te ch nic al Balancing Goals oa G ls ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 47: Start with a goal and REVERSE ENGINEER IT. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 48: But mostly Web 2.0 is a way to describe an evolution. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 49: Web 1.0 Web 2.0 ht © 2008 Brian Fling. 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 50: Phrases & Jargon Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 51: Jargon Alert Mobile Portable personal communication devices able to connect voice calls or data requests wirelessly. Not to be confused with “cellular” or “cell.” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 52: Jargon Alert Mobile Web The collective term for websites designed for viewing on a mobile device. Websites are published and accessed via the Internet just like a regular desktop website. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 53: Mobile 1.0 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 54: Jargon Alert Mobile 1.0 The first two generations of browsers and hardware used to view the web on mobile devices. Design and development for these devices was highly di cult due to the constraints of the technology. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 55: But the mobile ecosystem is today is far cry from the web as we know it. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 56: Layers of Mobile Services Applications The mobile ecosystem Application Frameworks has many layers. Operating Systems Each with their own Platforms complexities and obstacles. Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 57: Layers of Mobile Services Applications A mobile network operator (MNO) also known as... Application Frameworks • a wireless service provider Operating Systems • a wireless carrier Platforms • a mobile phone operator • a cellular company Handsets ...is a telephone company that Networks provides services for mobile phone subscribers. Operators Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 58: Jargon Alert Mobile Service Provider A broad term to describe the mobile network provider that provides subscribers wireless access to voice and data services. Also known as a mobile network operator, or MNO in the telecommunications industry, though usually referred to as carriers in North America and operators elsewhere in the world. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 59: Rank Company Primary Markets Network Subscribers* 1 China Mobile China (including Hong Kong) GSM, GPRS, EDGE 337.9 mil Europe, Australia, New Zealand, GSM, GPRS, EDGE, 2 Vodafone UMTS, HSDPA 206 mil Africa ht © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. GSM, GPRS, EDGE, 3 Telefonica Europe, Latin America UMTS, HSDPA 154.8 mil 4 China Unicom China GSM, GPRS, CDMA 153.1 mil GSM, GPRS, EDGE, 5 America Movil Mexico, Latin America UMTS, CDMA 137.2 mil GSM, GPRS, EDGE, 6 T-Mobile Europe, USA UMTS, HSDPA 111.8 mil GSM, GPRS, EDGE, 7 MTS Russia UMTS 74.67 mil GSM, GPRS, EDGE, 8 Orange Europe, Netherlands, Africa UMTS, HSDPA 73.2 mil GSM, GPRS, EDGE, 9 Telenor Netherlands, Eastern Europe UMTS 68 mil GSM, GPRS, EDGE, 10 AT&T USA UMTS, HSDPA 63.7 mil * Proportionate subscribers in millions as of June 2007. Sources: Companies Annual Reports Top Network Operators

Slide 60: Jargon Alert ARPU Average Revenue Per User A term used to describe the financial value of a program, application or service. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 61: Layers of Mobile Services Applications Mobile networks communicate Application Frameworks through electromagnetic radio waves with a cell site base Operating Systems station, the antennas of which Platforms are usually mounted on a tower, pole or building. Handsets They are often referred to by Networks Networks their generation and/or standard. Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 62: Jargon Alert G as in 2G, 2.5G and 3G. The generations of mobile networks. O cially there are only 1G, 2G & 3G, but several midpoints have been defined as 2.5G, 2.75G, etc. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 63: 2G Second generation of mobile phone standards and technology Speeds GSM Global System for Mobile communications 12.2 kbits/s GPRS General Packet Radio Service max 60 kbits/s EDGE Enhanced Data rates for GSM Evolution 59.2 kbits/s