Mobile opportunity and options - for CIOs


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Mobile Opportunities and Options for think tank CIO working group

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  • Presentation I gave last December to some New Media folks over at Koch Industries. \n
  • Anybody know someone this might apply to?\n\nDiscuss smartphone market share as a % of all phones, then within the smart phone market, the breakdown across platforms from a global, domestic and local perspective.\n
  • Overall connectedness is way, way up. \n\nIf you’re paying close attention you may note that only 6b ppl in the world.\n
  • In Q2 2012, on track to have more mobile, internet-connected devices than desktops. Whitebackground with green accents, Luke Wroblewski > credited in last slide.\n
  • Inflection points of smartphones + tablets >>> desktops + notebook/laptops\n
  • From Smartphone marketshare to mobile traffic patterns.\nAT&T grew traffic 50x in 3 years -- That’s really astounding and may give you a little more sympathy for the challenges they faced in keeping their service fast + reliable. Although this is of little solace to me when waiting for a connection/something to download. This was clearly driven by the iPhones, but will happen on other mobile platforms as Android devices are gaining market share.\n
  • Some jaw dropping numbers from Morgan Stanley. The dark blue charts are from Morgan Stanley’s impressive Mobile Internet Report, published a 12 months ago. All the major resources are available as links in the closing slide.\n
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  • 45% of smartphone solid in 2nd half 2010 were smartphones. RIM, Apple, Android are all approximately one quarter of active phones. \nOne number that has me concerned about future of the country. WinMo is 14%. I think that’s amazing b/c 1 in 7 people have the same awful taste as Jadon. \n
  • Difference between global market place and Washington. \n\nNokia is an afterthought (if that) in US-centric discussions, Symbian while only 3.5% of US Market, is leader globally with 35+% of market share. They have 7 of the 10 most widely used phones globally. Makes the recent MS Phone/Nokia announcement very interesting. No comment on whether the international market discussion was included after our resident Brit offered his comments on the presentation.\n
  • Growth from 2009 to 2010, Android and Apple are clear leaders with Android just crushing it. This chart must make Google giddy.\n
  • Next trend - play a video and then give you a chance to guess at the next trend. \n\n\n
  • I saw someone doing exactly this biking down East Capitol Street. I was going to take a picture with my iPhone, but I was in the middle of composing a text.\n
  • No comment.\n
  • I plead guilty!\n
  • This scene is played out in my family but my wife doesn’t have a phone in her hand, she’s something large and heavy and she’s poised to throw it at my head. \n
  • This scares me.\n
  • You can see the stats here on where people access their mobile devices from. The important takeaway is that interactions need to be as quick and painless as possible. \n\nThe speed question really comes to the fore when you’re architecting your applications.\n
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  • Katie Harbath at the NSRC wrote an article in December that mentioned that the campaign eventually started using push messages rather than SMS messages for sending alerts to their users.\n\nNFC getting a lot of discussion in the hardware world with iPhone 5 reportedly shipping with NFC capabilities and the latest Nexus phone having them.\n\nUsually I walk through these in a little detail, but this crowd probably has a good handle on what these mean. Just give a shout if there’s one that bears a little more discusssion.\n
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  • Convergence of these capabilities. \nAnybody familiar with Yelp’s Monocle component on iPhone application or Google goggles\n
  • \nYelp Augmented Reality app Camera, location, detection, accelerometer, input capabilities, orientation, push notifications\n
  • Other: Web as an alternative, iPad offers a different user experience based on its form factor and you may want to consider a different UI and capabilities for iPad. You also may have different products that make sense on the iPad - ie, Book-type products.\n\n
  • are generally less expensive \n can be expensive if you have to extend your server side capabilities\n tend to be more expensive (especially if you want to design your applications to degrade gracefully in the event of network unavailability)\n\n
  • Every organization has differing levels of understanding about the appropriate level of investment in design. There is visual design and there’s application design. Thinking through the on-device capabilities and understanding the ability of these capabilities to help your meet your project goals is a vital part of the design process. \n
  • In her presentation on iPhone, Android, and Windows, Oh My! What's a Mobile App Designer To Do?on Google's campus last night, Suzanne Ginsburg (author of Designing the iPhone User Experience) outlined several approaches to designing native mobile applications.\nIn July 2008 Apple released API t build native apps. Mobile Web was all that was available before. Following that, more app stores were released including: Oct 2008 Android, April 2009 Blackberry App World, Oct 2010 Windows Phone.\nDo you need to design apps more than once to account for all these app stores?\nDo You Need a Native App?\nFigure out if you need a native app first. Web apps can be a viable solutions in many cases.\nUnless your solution requires access to OpenGL, hardware access, or device content –you might not need a native app. Web apps can store data offline, access GPS info and more enhancements are coming.\nPeople assume Web app won’t be found but there are over 300,000 apps on Apple’s store. It's not that easy to stand out there.\nDoes your application require multi-tasking support? If you want things to run in the background while the user does other tasks –you'll need a native app.\nWhat is your monetization strategy? If you are planning on using subscriptions or one-time payments, you may find it more profitable to use a native app.\nDevice access, multi-tasking, and micropayments are the primary reasons to go with a native app.\nThree Options for Native Apps\nIf you do need a native app, there's three approaches to consider: One Trick Pony, OK Corral, or Trojan Horse\nOne trick pony: build for one native platform if your user base is mostly on that platform or your must-have features are only on that platform.\n• OK Corral: design your app for 2-3 flagship platforms. Use this approach if your users are on a few platforms and you want the best experience possible on each. If you follow this approach make your first sketches device agnostic then compare differences across devices and OSs to see how they impact user experience.\nPotential differences include: display size & resolution, device integration with display, supported gestures, UI controls, animations, and landscape vs. portrait. On iPhone, you need to add a horizontal mode. On Android it’s turned on by default.\nThe navigation differences between single hardware and multiple hardware control devices can lead to usability issues.\nLook at what is similar between devices vs. what’s different –it’s a lot more consistent than not. iPhone uses switches for on/off checkboxes, Android & Windows Phone has checkboxes and switches. Core gestures are pretty similar across core platforms.\nTrojan Horse: you create Web apps with native app capabilities by wrapping Web apps within native application code.\nDevice/OS customization depends on App genre and capabilities. If you are designing a game it could be consistent across platforms. Some features might need to be turned off on some platforms.\nTrojan tools: Phone Gap, Titanium, Rhomobile provide the promise of cross-platform support. They provide a bridge for Web developers moving to mobile apps.\nIn All Cases\nLearn the UI guidelines & device’s technical specs. Windows Phone has great documentation on design guidelines.\nExplore related apps in depth\nSketch, prototype, and test a lot! Don’t download templates right away –they may limit your ideas.\nSketching is pretty consistent across platforms but prototyping between platforms requires different tools. You can use paper, HTML, or presentation software like Keynote & PowerPoint to do rapid prototypes across platforms.\nMicrosoft Expression Blend is a prototyping tool for Windows Phone that can evolve to running code. Apple prototyping tools include: Review and Briefs. Android: Android App Creator is in Google Apps\nThe Fourth Approach\nMake a Web app!\nWeb app tools: Sencha Touch and jQuery Mobile\n\n
  • Online service, Xcode plugin, Cross-platform services, Web as Platform\n\nFrameworks like AppMaker and TapLynx have limited interactions models, based on reuse, but have done the heavy lifting of interaction design for those models.\n
  • Best place to go to get a sense of costs. Good explanations of the activities and value of design components of investment.\n
  • People assume Web app won’t be found but there are over 300,000 apps on Apple’s store. It's not that easy to stand out there.\n\n
  • As with everything, goals should be tied to broader organization wide strategy. George Scoville of Cato wrote a great article on The Next Right that makes this point well. I recommend reading it and sharing it with higher ups if you’re making decisions about mobile apps in your organization.\n
  • You never know when you’ll go from 5 bars to a half bar. Network speeds, while improving are still generally well below desktop speeds and the entire point of the Win Mobile 7 commercial is the time sensitivity that needs to accompany the ubiquitous presence of these devices.\n
  • Apple has produced HIG to direct size of touch points, distance from one another and a laundry list of other considerations. This is a good place to start in investigating potential design shops. Don’t ask if they follow them, no one will say they don’t. Ask who the person in the org is that’s most familiar with the guidelines and how closely will they be involved with your project.\n
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  • Mobile opportunity and options - for CIOs

    1. 1. What your phone says about youiPhone users 1
    2. 2. What your phone says about youAndroid users 2
    3. 3. What your phone says about youBlackberry users 3
    4. 4. Mobile Applications:Opportunity and OptionsTim McGovern, Director of Online Communications, The Heritage FoundationDecember 1, 2010 4
    5. 5. Trends - GrowthSmartphone market share, Mobile internet traffic,, internet connected mobile devices 5
    6. 6. Trends - GrowthMobile, Internet-connected Devices 6
    7. 7. Trends - GrowthMobile, Internet-connected Devices 7
    8. 8. Trends - GrowthMobile, Internet-connected Devices 8
    9. 9. Trends - GrowthMobile Internet Data Growth 9
    10. 10. Trends - GrowthMobile Internet Data Growth 10
    11. 11. Smartphone % of overall phones 11
    12. 12. Trends - GrowthSmartphone Market Share 12
    13. 13. Platforms✤ Global Market ✤ Washington Market 13
    14. 14. Trends - GrowthGlobal Smartphone Market Share 14
    15. 15. Next trendCan you guess what it is from the video? 15
    16. 16. Trends - UbiquityDevices are immediately accessible, wherever we are 16
    17. 17. 17
    18. 18. 18
    19. 19. 19
    20. 20. 20
    21. 21. Trends - Ubiquity• During a typical day: • 84% at home • 80% during misc. times throughout the day • 74% while waiting in lines • 64% at work• Lots of brief opportunities for interaction • speed is vital 21
    22. 22. Trends - Capabilities 22
    23. 23. Trends - Capabilities• Push: real-time notifications “instant” to user• Location detection• Near Field Communication• Audio: input from a microphone; output to speaker• Video & image: capture/input from a camera• Application cache for local storage• CSS3 & Canvas for performance optimization 23
    24. 24. Trends - Capabilities (cont.)• Device positioning & motion: from an accelerometer• Orientation: direction from a digital compass• Device connections: through Bluetooth between devices• Proximity: device closeness to physical objects• Ambient Light: light/dark environment awareness 24
    25. 25. Trends - Capabilities (cont.)• Multi-touch sensors• RFID reader: identify & track objects with broadcasted identifiers digital compass• Haptic feedback: “feel” different surfaces on a screen• Biometrics: retinal, fingerprint, etc. 25
    26. 26. Capabilities Convergence 26
    27. 27. Yelp MonocleAugmented Reality 27
    28. 28. Platforms✤ iPhone✤ Android✤ Blackberry✤ Palm✤ Windows Phone 7✤ Other: Web, iPad 28
    29. 29. Costs to Develop ProfessionallyIt depends ...✤ Factors: ✤ Number and complexity of integrations ✤ device specific integrations ✤ integrations with your own infrastructure ✤ third party integrations 29
    30. 30. Costs to Develop Professionally✤ Factors (cont.): ✤ Design ✤ Good application designers who have a strong visual design skills and are well-versed in touch screen interaction design (a relatively new field) are highly valued talent. 30
    31. 31. Costs to Develop Professionally✤ Factors: ✤ Cross-Platform Support and Feature Parity ✤ Feature parity - is the idea that across users can do the software has the same capabilities across platforms. ✤ This is often seen by software purists as a holy grail of sorts, but is not a necessity. ✤ Be prepared for user sensitivities. 31
    32. 32. Costs to Develop Professionally✤ Factors (cont.): ✤ Frameworks ✤ AppMaker ✤ TapLynx ✤ PhoneGap, Titanium ✤ Sencha Touch 32
    33. 33. Costs to Develop Professionally✤ Excellent online discussion of iPhone development costs✤ Covers costs to develop professionally ✤ Breakdown of costs for Twitterific app from app developers ✤ Breakdown of costs for Obama app from app developers ✤ Additional experiences and costs from others 33
    34. 34. Heritage’s experience✤ 90% of product developed internally, testing and bug fixes were outsourced.✤ First two weeks saw over 2,500 application downloads✤ Downloads dropped off from there as promotion ended.✤ Currently working on upgrade to collect in-application analytics 34
    35. 35. What we’ve learned✤ Have specific user goals for your smartphone application✤ Make your decisions based on the goals you have set✤ Set success metrics for application downloads and in-application actions (eg, article views, social sharing, etc.)✤ Get high level buy-in to your approach to building applications on multiple platforms (or not) and communicate that approach broadly within your organization. 35
    36. 36. Technical considerationsApplication development practices✤ Speed ✤ Network access can be costly ✤ HTML5 offers solutions to minimize network access ✤ Reduce requests and file sizes 36
    37. 37. Technical considerationsApplication development practices✤ Touch ✤ Touch target size ✤ Touch gestures ✤ Hover is no longer an option 37
    38. 38. Technical considerationsTesting and deploying applications✤ Packaged and delivered software, not instantly delivered like the web✤ Cross-version testing is the new cross-browser testing.✤ Between provisioning and testing, quality assurance is significantly more involved. 38
    39. 39. Thank youTime for Q&A?• Tim McGovern • @mcgovern • • • Credits • Luke Wroblewski - Mobile First • • Morgan Stanley - The Mobile Internet Report • • Stack Overflow - iPhone development costs • • The Mobile Device Is Becoming Humankinds Primary Tool (Infographics Feature) • 39
    40. 40. Possible Q&A TopicsTime for Q&A? • Specifics about Heritage’s mobile development experiences • Mobile Web Sites vs. Mobile Applications • iPhone Development Frameworks • HTML5 40