Somo iOS 9 workshop

1. Who is Somo? September 15 2Copyright and confidential A full service connected devices solutions provider

2. September 15 3Confidential and copyright of Somo Global Ltd. Innovation Lab

3. The mobile market

4. September 15 5Confidential and copyright of Somo Global Ltd. Apple OS timeline Pattern of major and minor updates iOS 2 July 2008 iOS 3 June 2009 iOS 4 July 2010 iOS 5 October 2011 iOS 6 September 2012 iOS 7 June 2013 iOS 8 September 2014 iOS 1 September 2007 iOS 9 September 2015

5. iOS vs Android UK penetration Source:, comScore June 2015 53% 18.9 million people Android 35% 12.6 million people iOS Copyright and confidential September 15 6

6. September 15 7Confidential and copyright of Somo Global Ltd. UK ownership of iPhone handsets iPhone 4 8% iPhone 4S 16% iPhone 5 5% iPhone 5S 24% iPhone 5C 15% iPhone 6 16% iPhone 6 Plus 3% iPhone 6, 6 Plus - 19% iPhone 5, 5S, 5C - 54% iPhone 4, 4S - 24%

7. Younger iPhone owners are younger than the average smartphone owner; they’re 1.4x more likely to be between the ages of 13-34. Female iPhone owners are slightly more likely to be female, with a 54:46 female to male split, compared to a 50:50 split for smartphone owners. High earning The household income for iPhone owners is 1.2x more likely to be above £35k (pre-tax). £ Source: comScore MobiLens Plus, June 2015 September 15 8Confidential and copyright of Somo Global Ltd. Demographics of UK iPhone owners

8. September 15 9Confidential and copyright of Somo Global Ltd. Activities of UK iPhone owners When compared to the average smartphone user 1.6x more likely to use mobile payments in- store at least once a week 2x as likely to use video call almost every day 1.6x as likely to check credit card accounts almost every day 1.5x as likely to share photos almost every day 1.5x more likely to engage in group shopping or ‘deal a day’ services almost every day

9. September 15 10Confidential and copyright of Somo Global Ltd. iOS 8 uptake post launch Source: Fiksu, Dec 14

10. September 15 11Confidential and copyright of Somo Global Ltd. iOS vs Android Source: Open Signal, Aug 15

11. September 15 12Confidential and copyright of Somo Global Ltd. Android device fragmentation Source: OpenSignal, Aug 15

12. September 15 13Confidential and copyright of Somo Custom Ltd.

13. Proactive Assistant & Spotlight Search

14. Proactive assistant September 15 15Confidential and copyright of Somo Global Ltd.

15. Spotlight Search September 15 16Confidential and copyright of Somo Global Ltd. Places nearby In the news Relevant people Suggested apps

16. The death of search & apps? September 15 17Confidential and copyright of Somo Global Ltd. Disrupt commercial models Nurture frequency & behaviour Acquisition less of a focus

17. What’s your voice strategy? September 15 18Confidential and copyright of Somo Global Ltd.

18. UX Implications

19. Multitasking? September 15 20Confidential and copyright of Somo Global Ltd. Research shows humans can’t actually multitask iOS9 is about switching seamlessly Apple working towards a totally frictionless experience with the hardware Implications for the user experience

20. The new features September 15 21Confidential and copyright of Somo Global Ltd. Similar to older iOS app selectors 1/3 screen can be used for secondary apps Available for iPad Mini 2, Mini 3, Air, Air2 Implications for the user experience Uses mobile size UI views of apps

21. The new features September 15 22Confidential and copyright of Somo Global Ltd. iPad Air 2 and future iPad versions will have the ability to split the screen further Control of each window size is in the users hands Implications for the user experience This will work well on larger screens

22. The new features September 15 23Confidential and copyright of Somo Global Ltd. Continuous video playback Continue watching in thumbnail mode Move the video to wherever suit the users workflow best Implications for the user experience

23. Threatening the desktop September 15 24Confidential and copyright of Somo Global Ltd. A new member of the iPad family aimed at enterprise and education? 7-10” iPads dominate entertainment could 13” be right as a workhorse App strategies can go further than ever before Implications for the user experience Undertaking tasks that were previously unsuitable for the small screen

24. Plugging the leaks September 15 25Confidential and copyright of Somo Global Ltd. Implications for the user experience Could mean great things for engagement metrics No more out-of-sight out-of-mind. Less distraction, easy to take action Quick search or reply and return to the task in view. Working on multiple tasks reduces friction

25. Constellations September 15 26Confidential and copyright of Somo Global Ltd. Implications for the user experience Weaving apps together more seamlessly than before Big players have already moved to account for this change Expect to see constellations strategy increase from here on

26. Picture in Picture September 15 27Confidential and copyright of Somo Global Ltd. Implications for the user experience General video engagement should increase Opportunities in guidance, onboarding and educating Educators and publishers should benefit greatly No longer is a video an isolated experience

27. Usability September 15 28Confidential and copyright of Somo Global Ltd. Implications for the user experience Apple discourage off-canvas interactions Native device already uses all 4 sides of the UI off-canvas Lots of apps moving away from hamburger back to tab bar navigation We need to be mindful of duplicating native interactions in our apps

28. Optimising for iOS 9 September 15 29Confidential and copyright of Somo Global Ltd. Implications for the user experience All apps need to be optimized for performance in iOS 9 Memory and CPU now need to be shared Don’t be the app creating bad UX by taking up too much processing power Apps need to be lean to survive

29. Responsive UI September 15 30Confidential and copyright of Somo Global Ltd. Implications for the user experience We don’t just share memory and CPU but screen real estate too We need to respond to any screen size the user requires Be prepared for this game changing update

30. Audit & Analyse September 15 31Confidential and copyright of Somo Global Ltd. Implications for the user experience All companies need to look at how to respond to an update with this many opportunities and challenges Don’t be the app that slows everyone down and affects their experience Speed, performance, UX and UI

31. ASO & Ad Blocking

32. apps in the App Store Apps downloaded every hour Apps on the average users device Of smartphone users browse & search for apps in the App Store 1.5 million 850 119 40% September 15 33Confidential and copyright of Somo Global Ltd. Standing out in an overcrowded space

33. ASO is the process of optimising your app within the various app stores to maximise app discovery and increase conversion to download September 15 34Confidential and copyright of Somo Global Ltd. What is App Store Optimisation?

34. ASO 1.0 to ASO 2.0 September 15 35Confidential and copyright of Somo Global Ltd.

35. September 15 36Confidential and copyright of Somo Global Ltd. Stay ahead of your competitors 3 key steps to ensure you’re top of the iOS 9 change Get your app indexed Optimise to each platform Measure the uplift

36. Ad blocking: 101 September 15 37Confidential and copyright of Somo Global Ltd.

37. September 15 38Confidential and copyright of Somo Global Ltd. What does ad blocking actually mean

38. 1. Not all ads will be blocked. Native, pre-roll video and other formats will still be shown. This will inspire creativity and contextual relevance for user experiences 2. In iOS 9, ad blocking will only be applied to Safari browsing 3. Publishers and developers begin to think about other monetization strategies September 15 39Confidential and copyright of Somo Global Ltd. 3 things to consider

39. September 15 40Confidential and copyright of Somo Global Ltd. Giving consumers a choice Enhanced transparency and control over advertising on mobile devices

40. •  Focus on mobile apps and developers to utilise their ad formats •  Explore native advertising •  Target the right ads to right users •  Consider international expansion and emerging markets September 15 41Confidential and copyright of Somo Global Ltd. Top tips to navigate the ad blocking waters

41. September 15 42Confidential and copyright of Somo Global Ltd.

42. September 15 43Confidential and copyright of Somo Global Ltd. Apple announcements

51. @somoglobal somoglobal.com