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The mobile ecosystem & technological strategies
 

The mobile ecosystem & technological strategies

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Slides of a talk of a seminars series I gave at WebRatio in January 2014.

Slides of a talk of a seminars series I gave at WebRatio in January 2014.

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    The mobile ecosystem & technological strategies The mobile ecosystem & technological strategies Presentation Transcript

    • The mobile ecosystem & technological strategies Ivano Malavolta DISIM | University of L’Aquila
    • Roadmap The mobile ecosystem Development strategies
    • Roadmap The mobile ecosystem
    • Mobile is the 7th mass media 1. Printing press 2. Recordings 3. Cinema 4. Radio 5. Television 6. Internet
    • Mobile is the 7th mass media Mobile is the LARGEST , most available mass medium TO MANKIND
    • How big is the mobile market? ONE SYMBOL = 20 MILLION PEOPLE data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
    • How big is the mobile market? in 2009 data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
    • How big is the mobile market? in 2009 data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
    • How big is the mobile market? in 2009 data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
    • 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
    • Unique benefits of Mobile Apart from covering all the other media, mobile has five unique benefits First truly personal mass media First always-on mass media First always-carried mass media Built-in payment channel At the point of creative impulse We don’t share our phones with our friends Information is always available 24/7, even when idle 7 out of 10 people sleep with their phones within reach Universal click-to-buy + credit cards Ability to create or consume content whenever the mood strikes
    • Context CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT add CONTEXT CONTEXT Mobile apps have the amazing capability to CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT to information, adding immediate relevance to what we are doing right here, right now CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
    • 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
    • How can we apply the mobile 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?
    • Example http://www.endomondo.com
    • Roadmap The mobile ecosystem Development strategies
    • 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?
    • Bursting the first myth Mobile design and development IS NOT CHEAP http://www.slideshare.net/fling/native-v-hybrid-v-web
    • Bursting the first myth Mobile design and development IS NOT CHEAP http://www.slideshare.net/fling/native-v-hybrid-v-web
    • The new rules for a mobile strategy Remember, mobile is a new medium  DIFFERENT RULES Don’t try to follow “traditional rules” since mobile has its own peculiarities: • context • location, user mood • device fragmentation • unique UI patterns
    • Rule #1 Forget what you think you know Mobile is an ever-evolving area  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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Rule #7 Keep it simple People want to use mobile devices in a simple way • Simplicity  fewer technicalproblems • 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
    • Native VS web VS hybrid Native Web Hybrid NATIVE APP BROWSER NATIVE WRAPPER 010101010101011010 101010101011011010 010101010101011101 010101010101011010 PLATFORM APIs <html> <head> <script src=” ...” /> </head> <body> ... <html> <head> <script src=” ...” /> </head> <body> ... PLATFORM APIs
    • Native PRO PRO • Lets you create apps with rich user interfaces and/or heavy graphics CONS CONS • Development Time • Development Cost • Ongoing Maintenance • No portability (apps cannot be used on other platforms) http://bit.ly/GWOaP1
    • Examples of native apps http://www.whatsapp.com/ http://www.ea.com/it/ipad/nfs‎
    • Web PRO PRO • Offers fast development, simple maintenance, and full application portability • One mobile web app works on any platform CONS CONS • Can’t handle heavy graphics • Can’t access camera or microphone http://bit.ly/GWOaP1
    • Examples of web apps http://amazon.com http://asidemag.com
    • Hybrid PRO PRO • Development speed of mobile web apps • Device access and app store distribution of native apps CONS CONS • Can’t handle heavy graphics • Requires familiarity with a mobile framework http://bit.ly/GWOaP1
    • Examples of hybrid apps http://flipboard.com http://www.gmail.com
    • Comparison
    • Another perspective http://goo.gl/KOdxh
    • My vision Mobile web seems to be the only long-term commercially viable content platform for mobile devices FRAGMENTATION THE WEB DISTRIBUTION CONTROL USER EXPECTATIONS WEB UBIQUITY
    • FRAGMENTATION When you go native there are too many platforms to be supported
    • THE WEB The only medium for information and services that lasts from over 15 years The web is an advanced technology • • • • • webGL Local storage management Positioning & mapping Real-time data Push, ...
    • DISTRIBUTION CONTROL Before.. Operators Now Device and Platform makers STORE A STORE B STORE C STORE D Future Developers $$$
    • USER EXPECTATIONS Users expect things to just work  they don’t care about what platform they have they simply expect that your app will be available for their device  YOU HAVE TO BE CROSS-PLATFORM
    • WEB UBIQUITY The web is the only platform that • • • works across devices apps share the same set of standards the same app can work also on a desktop
    • Conclusion Mobile app technologies are constantly moving targets... - new OSs, new versions of OSs, new UI patterns, new frameworks, etc. Choosing between native vs web vs hybrid depends on a lot of factors, such as • • • Which type of app are you creating? When do you need it? What are your skills?
    • Contact Ivano Malavolta | DISIM + 39 380 70 21 600 iivanoo ivano.malavolta@univaq.it www.ivanomalavolta.com