The mobile ecosystem and development strategies

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The mobile ecosystem …

The mobile ecosystem
Mobile as the 7th mass medium
Designing for context
Mobile development strategies
Types of mobile applications
Tips for the project

This presentation has been developed in the context of the Mobile Applications Development course, DISIM, University of L'Aquila (Italy), Spring 2013.

http://www.ivanomalavolta.com

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  • 1. The mobile ecosystem Ivano Malavolta Gran Sasso Science Institute
  • 2. Roadmap The mobile ecosystem Mobile as the 7th mass medium Designing for context Mobile development strategies Types of mobile applications Tips for the project
  • 3. The Mobile Ecosystem 4G HSPDA GPRS Edge WIFI
  • 4. The Mobile Ecosystem Services Applications Application frameworks Operating systems Platforms Devices Networks Operators
  • 5. The Mobile Ecosystem Operators make the entire mobile ecosystem work ROLE: to create and maintain wireless services over a reliable cellular network They install cellular towers •  Voice •  Messages •  Internet access Operators
  • 6. The Mobile Ecosystem Mobile networks communicate through electromagnetic radio waves with a cell site base station, the antennas of which are usually mounted on a tower, pole or building image from: http:// en.kioskea.net/contents/ telephonie-mobile/gsm.php3 Networks Operators
  • 7. The Mobile Ecosystem The PHONE handsets or terminals in industry but also other devices such as tablets, ebook readers… Devices Networks Operators
  • 8. The Mobile Ecosystem Feature Phone VS Smartphone (and touch phones) Devices Networks Operators image source: http://techcrunch.com/2011/11/28/its-still-afeature-phone-world-global-smartphone-penetration-at-27/
  • 9. The Mobile Ecosystem Platforms provide access to the devices, they provide a core programming language in which ALL the software is written Open Source: free to use and modify •  Android, Firefox OS Proprietary: by device makers •  iPhone, BlackBerry, Palm Licensed: sold to device makers •  JavaME, BREW, Windows Mobile Platforms Devices Networks Operators
  • 10. The Mobile Ecosystem OS have core services or toolkits that enable apps to talk to each other and share data or services For example: OSs are common in smartphones, but rare in feature phones Operating Systems Platforms Devices Networks Operators
  • 11. The Mobile Ecosystem They run on top of the OS, sharing core services such as: •  Communications •  Messaging •  Graphics •  Location •  Security •  Authentication •  … Application Frameworks Operating Systems Platforms Devices Networks Operators
  • 12. The Mobile Ecosystem Application Frameworks Operating Systems Platforms Devices Networks Operators data source: http://www.slideshare.net/fling/mobile-20-designdevelop-for-the-iphone-and-beyond
  • 13. The Mobile Ecosystem Definition: in the realm of technology, this usually refers to a computer program that runs on a website (Google Apps), a small computing device (iPad App) or a cell phone (Android App). Example applications include •  Games •  Web Browser •  Camera Applications Application Frameworks Operating Systems Platforms Devices Networks Operators
  • 14. The Mobile Ecosystem Apps live between the device and the user APP They must fit with their usage context They must know the specific device attributes and capabilities à FRAGMENTATION PROBLEM Applications Application Frameworks Operating Systems Platforms Devices Networks Operators
  • 15. The Fragmentation problem It is the inability to develop an app against a reference operating context (OC) and achieve the intended behavior in all OCs suitable for the application.  OC = the external environment influencing its operation Applications Application Frameworks Operating Systems Platforms Devices Networks Operators
  • 16. The Fragmentation problem is here W pache A ova? Cord for further info: http://www.comp.nus.edu.sg/~damithch/files/SEKE2008.pdf
  • 17. The Mobile Ecosystem Services are “everything the user is trying to do” They are often available at different levels •  Application •  Application Framework •  OS Example services may include •  the Internet •  sending a text message •  being able to get a location   Services Applications Application Frameworks Operating Systems Platforms Devices Networks Operators
  • 18. The Mobile Ecosystem All of these layers must be passed through before you get to the content Services Applications Application Frameworks Operating Systems Platforms Devices Networks Operators Nowadays, the mobile ecosystem is: complicated, fragmented, and a political nightmare RUN AWAY!!! however…
  • 19. Mobile market How big is the Mobile Market? data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
  • 20. Mobile market in 2009 data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
  • 21. Mobile market in 2009 data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
  • 22. Mobile market in 2009 data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
  • 23. Roadmap The mobile ecosystem Mobile as the 7th mass medium Designing for context Mobile development strategies Types of mobile applications Tips for the project
  • 24. Mobile is the 7th mass media 1.  Printing press 2.  Recordings 3.  Cinema 4.  Radio 5.  Television 6.  Internet
  • 25. Mobile is the 7th mass media Mobile is the LARGEST , most available mass medium TO MANKIND
  • 26. Mobile is the 7th mass media it started at the same time as the Web 7.  Mobile UNIQUE TRAIT it can do EVERYTHING all the other media can do • Reading (and publishing) • Play recordings • Watch movies • Listen to radio • Watch TV (and streaming) • Surf the Internet
  • 27. Unique benefits of Mobile Apart from covering all the other media, mobile has five unique benefits First truly personal mass media We don’t share our phones with our friends First always-on mass media Information is always available 24/7, even when idle First always-carried mass media 7 out of 10 people sleep with their phones within reach Built-in payment channel Universal click-to-buy + credit cards At the point of creative impulse Ability to create or consume content whenever the mood strikes
  • 28. Context CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT Mobile apps have the amazing capability to add CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXTinformation, adding immediate CONTEXT CONTEXT to CONTEXT CONTEXT CONTEXT CONTEXT relevance to what we are doing right here, CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXTright now CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
  • 29. Two kinds of context Context with a big “C” VS context with a little “c”
  • 30. Context VS context by example The app works in a specific context depending on the current location of the user The app gives Context by providing additional info http://bit.ly/wXGpNA
  • 31. Context VS context by example Context who is here? VS context where I am Context answers users’ questions VS context is a fact https://foursquare.com
  • 32. Context with a big “C” How users will derive value from something they are currently doing For example: •  info on restaurants •  rate places •  GPS navigator http://www.oink.com
  • 33. Context with a big “C” The information provided by the app gives Context A better understanding of what this moment in time means to the user Recurrent targets: people, places, things, situations, ideas
  • 34. context with a little “c” The mode, medium and environment in which we perform our tasks There are 3 different types of context: 1.  Physical context 2.  Media context 3.  Modal context
  • 35. context with a little “c” Physical context where I am http://bit.ly/wXGpNA http://bit.ly/yoBk7d
  • 36. context with a little “c” Physical context in which environment I am •  at home •  on a bus •  in the streets •  in my office •  in a shop http://www.textndrive.com http://www.whatsapp.com car VS train
  • 37. context with a little “c” Media context the device I am using •  Connectivity •  Screen size •  Camera •  etc … http://www.facebook.com
  • 38. context with a little “c” Modal context my present state of mind what I am doing right now How I feel right now http://www.runens.com http://photostatsapp.com/ http://babypad.mezmedia.com
  • 39. …again on “big C” VS “little c” I only care about… I only care about… Context user context Developer (you)
  • 40. The Mobile golden rule If you can unlock the state of mind of your users and start thinking in their context, understanding how a mobile experience will add value to their lives, you will have the ever-elusive… KILLER APP
  • 41. How can you apply the golden rule? Think of your app in its context •  Who is your user? Business man, teenager, mum… •  What is happening? Are they hanging out with friends? •  When will he interact? @home? @work? waiting for the bus? •  Where is he? Public/private space, inside/outside, day/ night •  Why will he use your app? How do you give Context? •  How is he using his mobile device? Is the device held in the hand? Portrait or landscape?
  • 42. Examples http://www.soundhound.com
  • 43. Examples 2 http://www.endomondo.com
  • 44. Examples 3 http://www.instagr.am
  • 45. Examples 4 http://www.rockstargames.com/grandtheftauto3
  • 46. Roadmap The mobile ecosystem Mobile as the 7th mass medium Designing for context Mobile development strategies Types of mobile applications Tips for the project
  • 47. Developing a mobile strategy Mobile strategy = How much it will cost you to develop your app? How much time? How much effort? How much money?
  • 48. Bursting the first myth Mobile design and development IS NOT CHEAP http://www.slideshare.net/fling/native-v-hybrid-v-web
  • 49. Bursting the first myth Mobile design and development IS NOT CHEAP http://www.slideshare.net/fling/native-v-hybrid-v-web
  • 50. The new rules for a mobile strategy Remember, mobile is a new medium à DIFFERENT RULES Don’t try to follow “traditional rules” since mobile has its own peculiarities: •  context •  location, user mood •  device fragmentation •  unique UI patterns
  • 51. Rule #1 Forget what you think you know Mobile is an ever-evolving area à today you are already outdated •  Forget what you think you know about mobile - It is most likely incorrect •  Don’t try to emulate other projects - Focus on what is right for your user, not what is right for someone else’s user
  • 52. Rule #2 Believe what you see, not what you read •  Don’t trust any report, fact, or figure that 1-2 years old - It is most likely wrong •  Go to your users and ask them questions in person - Don’t try to simply validate your ideas •  Record everything - Your own users’ worlds will help you in focussing on their need •  Don’t forget to innovate - Try new things, be bold, and don’t be afraid to fail
  • 53. Rule #3 Constraints never come first •  Avoid talking about constraints at an early-stage brainstorming session - Refer back to Rule #1 and forget what you think you know •  There will always be constraints in mobile, accept it! •  Focus on strategy first, what the user needs, and lay down the features - Then, if the constraints become an issue, fall back to the user goals •  There is always an alternative
  • 54. Rule #4 Focus on context, goals and needs •  Defining the users’ context is the first thing to do - without it, you don’t have a mobile strategy, you have only a plan of action •  Uncover the users’ goals - and then try and understand how the users’ context alters their goals •  With goals understood, figure out the tasks the users want to perform •  Look for ways to filter content by context - for example: location, media, and model
  • 55. Rule #5 You can’t support everything •  Don’t try to support everything - Start with the devices that best represent your core customer •  The most popular might not always be the best device for your project •  Check your server logs for the devices accessing your site - These are the first devices to target
  • 56. Rule #6 Don’t convert, create Great mobile products are created, never ported •  Understand your user and his context - Having an idea of how and when users will access your content will aid in understanding how to best create a tailored mobile experience •  Mobile is a unique medium
  • 57. Rule #7 Keep it simple People want to use mobile devices in a simple way •  Simplicity à fewer technical problems •  Easier to iterate and evolve your app •  Don’t try to create a desktop software on a mobile - Adding feature after feature is an easy trap to fall in •  Build the experience around your users’ main need and nothing else
  • 58. Roadmap The mobile ecosystem Mobile as the 7th mass medium Designing for context Mobile development strategies Types of mobile applications Tips for the project
  • 59. Types of mobile apps Applications can be presented in different ways es. taks-based utility, immersive experience, etc… •  Typically, it is best to choose one app context and present it to the user à don’t mix app contexts! TIP: if you really need to switch context within your app, let the user choose when to switch
  • 60. Types of mobile apps Mobile apps can provide different experiences to the user Utility Locale Informative Productivity Immersive
  • 61. Utility •  short, task-based scenarios •  minimal information from the user •  minimal design ex. calculator alarm clock weather forecast
  • 62. Locale •  it provides info about “what’s around” •  recurrent feature: a map on which data is displayed •  goal of the user: to find additional info about his present location ex. find friends around find pubs around get route directions https://foursquare.com
  • 63. Informative •  Goal: to provide information to the user •  Task of the user: to read and understand •  not necessarily to interact •  remember that user tasks are short and can be interrupted ex. news online directory mobile commerce https://www.pinterest.com
  • 64. Productivity •  Meant to increase user’s sense of efficiency •  Users have a clear goal in mind •  Very structured (with folders) –  it gives a sense of order •  Clear workflow ex. mail, scanning, todo lists… TIP: focus on the main task only, and only after start adding other features http://www.thegrizzlylabs.com/genius-scan
  • 65. Immersive •  immersive, full-screen app •  meant to consume the user’s focus ex. games media players entertainment TIP: you can use it as alternative to other app contexts http://www.rockstargames.com/grandtheftauto3
  • 66. Summary
  • 67. Roadmap The mobile ecosystem Mobile as the 7th mass medium Designing for context Mobile development strategies Types of mobile applications Tips for the project
  • 68. Tips for the project There is no “perfect app”, you have to find the sweet spot costs, revenue, market share, and time to market development or configuration, maintainability, and reliability your APP User Goals usability
  • 69. Tips for the project 1.  Find a REAL NEED first 2.  Find your GOAL to fill the need 3.  Reverse Engineer the goal into a potential app 4.  Remember the unique benefits of Mobile 5.  CONTEXT CONTEXT CONTEXT •  Location, camera, always-carried, accelerometer •  WHO is your typical user???? Define usage scenarios
  • 70. Tips for the project This is my checkbox when I review an app: ü  Does it have a clear goal? ü  Is it filling a real need? ü  Does it consider the context in which I’m using it? ü  Is it integrated with other services? Look at http://www.programmableweb.com     and discover a new world out there!! J ü  Is it a pleasure to use it? I look at UI design, interface slickness, ecc.
  • 71. References Chapters 1-2-3-4-5-6 http://goo.gl/MY4keU
  • 72. Contact Ivano Malavolta | Gran Sasso Science Institute + 39 380 70 21 600 iivanoo ivano.malavolta@univaq.it www.ivanomalavolta.com