Mobile Internet<br />Powered by <br />Webinar:<br />Lifting the Lid on Mobile<br />
Mobile Web - <br />Conflicting Perspectives<br />mobile<br />Internet<br />Media<br />
Market Influences <br />Media<br />Mobile<br />Social Media<br />Social, Technical & Commercial Convergence<br />Internet<...
“We can already do mobile” ?!<br />
Conflicting Industry Agendas<br />Agencies<br />Mobile Co’s<br />Revenuegeneration<br />Selling data<br />Selling phones<b...
Mobile Web - <br />Different Technical Approaches<br />
Different Approaches<br />The new generation of rapid device aware Application Development Environments are built for the ...
Growing Platform Base<br />
Keeping Pace – Handset Models<br />iPhone<br />HTC<br />Blackberry<br />Models<br />Models<br />Models<br />
Keeping Pace – Handset Evolution<br />Blackberry<br />Pearl<br />Bold<br />Torch<br />Curve<br />OS version<br />Javascrip...
Rapid Speed of Change<br />Global Handset Manufacturer Share<br />July 2010<br />January 2011<br />
Wider Technology Landscape<br />Hybrid Electric Vehicles<br />Games Consoles<br />Internet TV<br />Feature Phones<br />Sma...
Fantasy or Reality?<br />The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone<br />
Constantly Evolving Device Landscape<br />
Apps – Part of the Evolution<br /><ul><li>Simple development platform
High Commercial appeal
Well supported by the handset manufacturers
Revenue generating
Simple to use
Fun
Engaging</li></li></ul><li>App Landscape Becoming Complex<br />Native Apps<br />Browser Based<br /><ul><li>Apple App Store
Android Market
BlackBerry App World
Ovi Store – Nokia
PlayNow arena – Sony Ericsson
Windows Marketplace
WAC -  operator consortium
AppUp – Intel
Frigo– Telefonioca
Samsung Application Store</li></li></ul><li>Making Your App Count<br />Tom Fishbourne<br />
Getting Your App Seen<br /><ul><li>350,000 Apple Apps
88,000 Android Apps (Google say 150,000)
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Webinar - Mobile, choosing the correct channel

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Part of the bemoko/Alterian "Lifting the lid on mobile" series

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Webinar - Mobile, choosing the correct channel

  1. 1. Mobile Internet<br />Powered by <br />Webinar:<br />Lifting the Lid on Mobile<br />
  2. 2. Mobile Web - <br />Conflicting Perspectives<br />mobile<br />Internet<br />Media<br />
  3. 3. Market Influences <br />Media<br />Mobile<br />Social Media<br />Social, Technical & Commercial Convergence<br />Internet<br />Advertising<br />Software<br />Entertainment<br />Retail<br />
  4. 4. “We can already do mobile” ?!<br />
  5. 5. Conflicting Industry Agendas<br />Agencies<br />Mobile Co’s<br />Revenuegeneration<br />Selling data<br />Selling phones<br />Increasing creative spend<br />Client lock-in<br />New channel<br />Brands<br />Consumers<br />Media and Content<br />Cheap<br />Fast <br />Easy<br />Advertising revenues<br />Sales Channel<br />Subscription<br />
  6. 6. Mobile Web - <br />Different Technical Approaches<br />
  7. 7. Different Approaches<br />The new generation of rapid device aware Application Development Environments are built for the mobilised future of the Web<br />
  8. 8. Growing Platform Base<br />
  9. 9. Keeping Pace – Handset Models<br />iPhone<br />HTC<br />Blackberry<br />Models<br />Models<br />Models<br />
  10. 10. Keeping Pace – Handset Evolution<br />Blackberry<br />Pearl<br />Bold<br />Torch<br />Curve<br />OS version<br />Javascript Support<br />CSS support<br />screen size versions<br />video support <br />
  11. 11. Rapid Speed of Change<br />Global Handset Manufacturer Share<br />July 2010<br />January 2011<br />
  12. 12. Wider Technology Landscape<br />Hybrid Electric Vehicles<br />Games Consoles<br />Internet TV<br />Feature Phones<br />Smart Phones<br />Tablets<br />Electronic Signage<br />Kiosks<br />Home appliances<br />In Car entertainment<br />Internet TV<br />cameras<br />PC’s<br />Medical devices<br />Net books<br />e books<br />
  13. 13. Fantasy or Reality?<br />The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone<br />
  14. 14. Constantly Evolving Device Landscape<br />
  15. 15. Apps – Part of the Evolution<br /><ul><li>Simple development platform
  16. 16. High Commercial appeal
  17. 17. Well supported by the handset manufacturers
  18. 18. Revenue generating
  19. 19. Simple to use
  20. 20. Fun
  21. 21. Engaging</li></li></ul><li>App Landscape Becoming Complex<br />Native Apps<br />Browser Based<br /><ul><li>Apple App Store
  22. 22. Android Market
  23. 23. BlackBerry App World
  24. 24. Ovi Store – Nokia
  25. 25. PlayNow arena – Sony Ericsson
  26. 26. Windows Marketplace
  27. 27. WAC - operator consortium
  28. 28. AppUp – Intel
  29. 29. Frigo– Telefonioca
  30. 30. Samsung Application Store</li></li></ul><li>Making Your App Count<br />Tom Fishbourne<br />
  31. 31. Getting Your App Seen<br /><ul><li>350,000 Apple Apps
  32. 32. 88,000 Android Apps (Google say 150,000)
  33. 33. Android will have more apps than Apple by mid 1012
  34. 34. 9.9 billion Apple App downloads and counting</li></li></ul><li>Apps Reputational Risk<br />Leading UK High Street Retail Brand<br />Public comments taken from the App store:<br />“Competent at what it does but that's not much”<br />“Pretty useless but at least they have an app unlike competitors”<br />“You can’t use this app to shop”<br />“Only had this App for a month before deleting”<br />
  35. 35. Even the experts can get it wrong!<br />“Laughable effort. Can't believe someone at the GSMA thought this would be any good”<br />“Dire! If there was a 2011 turkey prize, this would be it”<br />“Totally useless, just like the dead wifi and the arrogant staff at the site”<br />“Rubbish app. Was expecting much more from MWC as industry body and organisers ”<br />“What a useless piece of software... tried to use it twice, gave up. The paper map is more interactive”<br />“Absolutely pathetic. Lame excuse for an app”<br />“what kind of amateur app is this?”<br />“What a pitiful application! The developer must have never seen an Android device”<br />
  36. 36. App Security Risk <br /><ul><li>Apps are software!
  37. 37. Only as good as the developer
  38. 38. Access on-board hardware
  39. 39. Access on-board files
  40. 40. Malware
  41. 41. Spyware
  42. 42. Data leakage
  43. 43. ££££ Data download </li></li></ul><li>Web Apps – Next Generation<br />Web App or Native App?<br />
  44. 44. Web Apps – Next Generation<br /><ul><li>Fully featured Apps delivered using the browser
  45. 45. One version for all mobiles - over 12,000 device types
  46. 46. Instantly available – no need to download
  47. 47. Available from the Brand’s own site
  48. 48. Faster and cheaper to develop
  49. 49. Easy to update and maintain
  50. 50. Integration into CMS and external content
  51. 51. Easy to share
  52. 52. Detailed analytics
  53. 53. Integrates and augments native Apps</li></li></ul><li>Delivering a Good User Experience<br /><ul><li>Think customer out
  54. 54. Expectation
  55. 55. Device Aware
  56. 56. Logical Content for Mobile
  57. 57. Speed download
  58. 58. Cost - tariff
  59. 59. Clicks
  60. 60. Fingers and thumbs
  61. 61. Brand</li></li></ul><li>Optimised for Mobile<br /><ul><li>Device compatibility
  62. 62. Optimized Markup
  63. 63. White space removal
  64. 64. CSS compression
  65. 65. Java script compression
  66. 66. Style sheet requests
  67. 67. Page Weight
  68. 68. Markup quality
  69. 69. Use of progressive enhancement
  70. 70. Image sizes
  71. 71. Page load time – single and under load</li></li></ul><li>Consistent Experience<br />
  72. 72. Managing Consistent Brand Experience<br />Communication<br />mobile<br />Social Media<br />internet<br />IIP TV<br />e-mail<br />Apps<br />
  73. 73. Technology Management<br />Communication<br />Agnostic Technology Layer<br />mobile<br />Social Media<br />internet<br />IIP TV<br />e-mail<br />New tech<br />Apps<br />
  74. 74. Technology Management<br />Communication<br />+<br />mobile<br />Social Media<br />internet<br />IIP TV<br />e-mail<br />New tech<br />Apps<br />
  75. 75. Alterian and bemoko Joint Solution<br />
  76. 76. Summary<br /><ul><li>Market Influencers
  77. 77. Risks of relying on a single Technology
  78. 78. The Pace Of Change
  79. 79. Handset Diversity
  80. 80. The Wider Mobile Technology Pipeline
  81. 81. The Evolving App Landscape
  82. 82. Considerations For Improving User Experience
  83. 83. The need to use a different Approach</li></li></ul><li>Questions:<br />Next sessions - From the Perspective of Mobile<br />Direct Marketing: Tuesday 12th April @10am UK <br />Device Technology: Monday 9th May @10am UK <br />E-commerce: Tuesday 14th June @ 10am UK <br />Social Media: Tuesday 12th July @ 10am UK <br />www.bemoko.com<br />www.alterian.com<br />

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