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Mobile 2.0
Design & Develop for the iPhone and Beyond



                               by Brian Fling
        Copyright ©...
WILLKOMMEN!
 BIENVENUE!
 WELCOME!
BENVENUTO!
BIENVENIDO!
 Copyright © 2008 Brian Fling. All trademarks and copyrights rema...
WHO AM I?
Mobile Designer since 2000.
Worked for the first MVNO in North
America.
Has worked directly with all Tier 1 carri...
WHO ARE YOU?
How many of you are developers?
How many of you are designers?
How many of you are entrepreneurs?
How many of...
Part One
  WHY MOBILE IS
UTTERLY HORRIBLE
  AND WHY YOU
SHOULD RUN AWAY

  Copyright © 2008 Brian Fling. All trademarks an...
A Brief

HISTORY
of        MO B I L E
 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of ...
IN THE
BEGINNING...

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Perceptions haven’t much
     changed since.




   Copyright © 2008 Brian Fling. All trademarks and copyrights remain the...
It is up to us to change how
people use mobile technology




     Copyright © 2008 Brian Fling. All trademarks and copyri...
Brick Era
                                                                                                                ...
Jargon Alert


G as in 2G, 2.5G and 3G.
The generations of mobile networks.
O cially there are only 1G, 2G & 3G, but
sever...
Brick Era
 Portable! Fits in a
 Briefcase
 Sparse cellular network
 Voice calls only
 Costs more per call
 than a pay phon...
Brick Era

                                                                                                Candy Bar Era
 ...
The Candybar Era
 GSM, CDMA, TDMA, iDEN
 More cellular towers
 Less power needed,
 much smaller
 Better voice quality
 Add...
Brick Era

                                                                                                    Candy Bar E...
The Feature Phone Era
 GPRS, HSCSD, WiDEN
 Data-capable devices
 Addition of Mobile Web
 Camera phones & MMS
 Mass adoptio...
Brick Era

                                                                                                       Candy Ba...
The Smart Phone Era
 GPRS, HSDPA, WI-FI
 The Mobile Platform
 becomes key
 Email a primary driver in
 sales
 A push for Pu...
Brick Era




                                                  Touch Era
                                                ...
“ Change occurs
                                                  because there is
                                       ...
the mythical
“Future-Phone”


Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their res...
come.
               The iPhone is the shape of things to




Copyright © 2008 Brian Fling. All trademarks and copyrights ...
The Touch Era
 GPRS, HSPDA, EVDO, Wi-Fi
 A focus on haptic interfaces
 Accelerometers
 GPS/Location-based
 Subscriber-cent...
Gartner’s
PREDICTIONS
                       for 2009

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain...
Gartner’s Predictions
1. Established Vendors Consolidate and New
   Players Join the Fray
2. Device Vendors Build Out Ecos...
These are not predictions.
     It’s happening.




   Copyright © 2008 Brian Fling. All trademarks and copyrights remain ...
The

MOBILE
ECOSYSTEM

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respectiv...
Jargon Alert


Mobile 1.0
The first two generations of browsers and
hardware used to view the web on mobile
devices.
Design...
IT IS ROUGH...
 We have to deal with a
 lot of junk!
 ARPU, depending on
 application goals
 Operators
 (Vodafone, T-Mobil...
Layers of Mobile

                                                                                                        ...
Layers of Mobile

                                                                                                        ...
Jargon Alert

Mobile Service Provider
A broad term to describe the mobile network
provider that provides subscribers wirel...
Rank   Company          Primary Markets                                     Network                 Subscribers*

 1     C...
Jargon Alert


ARPU
Average Revenue Per User
A term used to describe the financial value of
a program, application or servi...
Layers of Mobile

                                                                                                        ...
Jargon Alert


G as in 2G, 2.5G and 3G.
The generations of mobile networks.
O cially there are only 1G, 2G & 3G, but
sever...
2G         Second generation of mobile phone standards and technology      Speeds


GSM        Global System for Mobile co...
Other Network Technologies
 CDMA & EVDO
 iDEN & WiDEN
 WiMAX
 Worldwide Interoperability for Microwave Access, is a
 telec...
Layers of Mobile

                                                                                                        ...
Handsets!




                                                                                                            ...
Other
                                   Applications
                                             Smart Phones
          ...
Layers of Mobile

                                                                                                        ...
Licensed

                  Java ME (or J2ME) is a specification of a subset of the Java platform aimed at
   Java ME      ...
Layers of Mobile

                                                                                                        ...
Symbian OS is a open-source operating system, designed for mobile
Symbian      devices, with associated libraries, user in...
Layers of Mobile

                                                                                                        ...
Applications written in the Java ME framework can often be deployed
   Java        across the majority of Java-based devic...
Layers of Mobile

                                                                                                        ...
THE RAZR


                                                        The epitomy of
                                        ...
THE RAZR


                                                        The epitomy of
                                        ...
THE RAZR
                       3                              .2
              ave 6.2.
     V3: Openw

                 ...
THE RAZR
                       3                              .2
              ave 6.2.
     V3: Openw

                 ...
THE RAZR
                        3                              .2
               ave 6.2.
      V3: Openw

              ...
THE RAZR
                        3                               .2
               ave 6.2.
      V3: Openw

             ...
THE RAZR
    V3m: Open
             wave 6.2.3.1
                         .c.1.115

                         3            ...
THE RAZR
    V3m: Open
             wave 6.2.3.1
                         .c.1.115

                          3           ...
THE RAZR
    V3m: Open
             wave 6.2.3.1
                         .c.1.115

                          3           ...
THE RAZR
      V3m: Open
               wave 6.2.3.1
                           .c.1.115

                           3    ...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
              ...
Layers of Mobile
Network-based services are                                                                               ...
All of these layers must be
passed through before you get
         to the content.



     Copyright © 2008 Brian Fling. A...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Why the
MOBILE WEB?

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective...
Size, Depth, Breadth




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respecti...
why the
MOBILE
 WEB?
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective o...
Population of the Earth
                      Source: Wikipedia




Copyright © 2008 Brian Fling. All trademarks and copyr...
20 Million




      Population of the Earth
                      Source: Wikipedia




Copyright © 2008 Brian Fling. All...
20 Million

                                                                                                              ...
20 Million

                                                                                                              ...
20 Million

    United Kingdom (50m)

                           United States of America   (303m)



                    ...
20 Million

    United Kingdom (50m)

                           United States of America   (303m)



                    ...
Mobile Web of Today




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respectiv...
Mobile Web of Today




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respectiv...
Mobile Web of Today
                                                                                                      ...
Mobile Web of Today
                                                                                           Mobile Web ...
Mobile Users (2.9b)




                                                                              Copyright © 2008 Bri...
Mobile Web of Tomorrow




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respec...
2010




      Mobile Web of Tomorrow
                                                                                    ...
2010


                                                                      50%
                                         ...
The mobile web is the most
cost-e ective way to reach
     HALF THE PLANET.




    Copyright © 2008 Brian Fling. All trad...
We are at the precipice
of the next generation of
        THE WEB.



    Copyright © 2008 Brian Fling. All trademarks and...
BUT...



Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
BUT...
 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
MOBILE WEB
 of Today

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective...
MARKUP

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Largely relies on table-based
designs, though no one admits it.




      Copyright © 2008 Brian Fling. All trademarks and...
STYLESHEETS

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Limited CSS support.




 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respect...
Virtually no “cascade.”




  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their res...
JAVASCRIPT

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
No Javascript.




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective own...
Use of
“WEB STANDARDS”


  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respec...
Web Standards techniques
and principles don’t apply.




    Copyright © 2008 Brian Fling. All trademarks and copyrights r...
BUT...



Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Part Two
  WHY MOBILE IS
GOING TO CHANGE
 EVERYTHING WE
KNOW TO BE TRUE

  Copyright © 2008 Brian Fling. All trademarks an...
6 Months Ago...



 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective ow...
MOBILE
                                     as a

MEDIUM
Copyright © 2008 Brian Fling. All trademarks and copyrights remai...
Tomi Ahonen
3G Strategy Consultant




        Copyright © 2008 Brian Fling. All trademarks and copyrights remain the prop...
7                  th                  MASS
                                           MEDIA

Copyright © 2008 Brian Fling...
7 th   MASS
       MEDIA
Printing Press




       Copyright © 2008 Brian Fling. All trademarks and copyrights remain the ...
7 th   MASS
       MEDIA
Printing Press
Recordings




       Copyright © 2008 Brian Fling. All trademarks and copyrights ...
7 th   MASS
       MEDIA
Printing Press
Recordings
Cinema




       Copyright © 2008 Brian Fling. All trademarks and copy...
7 th    MASS
        MEDIA
Printing Press
Recordings
Cinema
Radio




        Copyright © 2008 Brian Fling. All trademarks...
7 th    MASS
        MEDIA
Printing Press
Recordings
Cinema
Radio
Television




        Copyright © 2008 Brian Fling. All...
7 th    MASS
        MEDIA
Printing Press
Recordings
Cinema
Radio
Television
The Internet


        Copyright © 2008 Brian...
7 th    MASS
        MEDIA
Printing Press
Recordings
Cinema
Radio
Television
The Internet
Mobile
         Copyright © 2008...
Benefit #1
  FIRST TRULY
PERSONAL MASS
     MEDIA

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the...
Benefit #2
FIRST ALWAYS ON
   MASS MEDIA

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property...
Benefit #3
FIRST ALWAYS
CARRIED MASS
    MEDIA

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the pro...
Benefit #4
ONLY MASS MEDIA
 WITH A BUILT IN
    PAYMENT

   Copyright © 2008 Brian Fling. All trademarks and copyrights rem...
Benefit #5
   POINT OF
   THOUGHT

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Mobile is the only mass media
 that can do EVERYTHING the
    previous six can do.



     Copyright © 2008 Brian Fling. A...
PLUS

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Mobile has the potential to
 reach anybody through
       ANY MEDIUM.




    Copyright © 2008 Brian Fling. All trademarks...
Jargon Alert


LBS
Location-based Services
The ability for a mobile device to provide
information that is relevant to it’s...
GPS


Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
GPS
    TRIANGULATION


Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respectiv...
Prepare for a truly
 CONTEXTUAL WEB.




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property o...
Mobile will REVOLUTIONIZE the
 way we gather and interact
  with information in the
      NEXT TWO YEARS.



     Copyrigh...
DESIGNING for
CONTEXT
  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respectiv...
The 3 C’s of the Mobile Web
Cost                                 Content                                                  ...
The 3 C’s of the Mobile Web
Cost                                 Content                                                  ...
The 3 C’s of the Mobile Web
Cost                                 Content                                                  ...
Jargon Alert


Context
The circumstances that form the setting for an
event, statement, or idea, and in terms of
which it ...
Tip #1
   ADDRESS THE
INHERENT BENEFITS
  OF THE MEDIA.

   Copyright © 2008 Brian Fling. All trademarks and copyrights re...
7                  th                  MASS
                                           MEDIA

Copyright © 2008 Brian Fling...
5 unique benefits
 First truly personal mass media
 e.g. We don’t share our phones with our spouses

 First always-on mass ...
Tip #2
LOOK AT YOUR CONTENT
 IN MULTIPLE FACETS OF
     DISTRIBUTION.

    Copyright © 2008 Brian Fling. All trademarks an...
Join            Down
                                                                             Notify                  ...
Join            Down
                                                                             Notify                  ...
Join            Down
                                                                             Notify                  ...
Join            Down
                                                                             Notify                  ...
Tip #3
CREATE SOLUTIONS
 BASED ON GOALS.

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the propert...
My Dad
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Find a need
  & fill it.
  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respect...
Tip #4
  BALANCE THE
 CONSTRAINTS OF
THE TECHNOLOGY.

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Balancing Goals




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective ow...
Bu
                                                                 sin
                                                  ...
Bu
                                                                 sin
                                                  ...
Bu
                                                                 sin
                                                  ...
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
Mobile 2.0: Design & Develop for the iPhone and Beyond
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Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 1 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 2 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 3 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 4 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 5 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 6 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 7 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 8 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 9 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 10 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 11 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 12 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 13 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 14 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 15 Mobile 2.0: Design & Develop for the iPhone and 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iPhone and Beyond Slide 63 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 64 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 65 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 66 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 67 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 68 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 69 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 70 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 71 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 72 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 73 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 74 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 75 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 76 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 77 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 78 Mobile 2.0: 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and Beyond Slide 171 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 172 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 173 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 174 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 175 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 176 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 177 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 178 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 179 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 180 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 181 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 182 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 183 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 184 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 185 Mobile 2.0: Design & Develop for the iPhone and Beyond Slide 186 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Mobile 2.0: Design & Develop for the iPhone and Beyond

  1. Mobile 2.0 Design & Develop for the iPhone and Beyond by Brian Fling Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  2. WILLKOMMEN! BIENVENUE! WELCOME! BENVENUTO! BIENVENIDO! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  3. WHO AM I? Mobile Designer since 2000. Worked for the first MVNO in North America. Has worked directly with all Tier 1 carriers in North America and most of Tier 2. Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. Runs mobiledesign.org, one of the largest communities of mobile designers. Co-creator of Leaflets for the iPhone. Author of the dotMobi Mobile Web Developers Guide. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  4. WHO ARE YOU? How many of you are developers? How many of you are designers? How many of you are entrepreneurs? How many of you have created a mobile site for any mobile platform? How many of you own an iPhone (2.5G or 3G)? How many have created iPhone-specific sites? How many of you shouldn’t be here because you’re actually chefs? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  5. Part One WHY MOBILE IS UTTERLY HORRIBLE AND WHY YOU SHOULD RUN AWAY Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  6. A Brief HISTORY of MO B I L E Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  7. IN THE BEGINNING... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  8. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  9. Perceptions haven’t much changed since. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  10. It is up to us to change how people use mobile technology Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  11. Brick Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  12. Jargon Alert G as in 2G, 2.5G and 3G. The generations of mobile networks. O cially there are only 1G, 2G & 3G, but several midpoints have been defined as 2.5G, 2.75G, etc. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  13. Brick Era Portable! Fits in a Briefcase Sparse cellular network Voice calls only Costs more per call than a pay phone Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  14. Brick Era Candy Bar Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  15. The Candybar Era GSM, CDMA, TDMA, iDEN More cellular towers Less power needed, much smaller Better voice quality Added SMS Still just a phone Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  16. Brick Era Candy Bar Era Feature Phone Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  17. The Feature Phone Era GPRS, HSCSD, WiDEN Data-capable devices Addition of Mobile Web Camera phones & MMS Mass adoption as airtime rates lower Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  18. Brick Era Candy Bar Era Smart Phone Era Feature Phone Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  19. The Smart Phone Era GPRS, HSDPA, WI-FI The Mobile Platform becomes key Email a primary driver in sales A push for Push Notifications Very “gadgety” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  20. Brick Era Touch Era Candy Bar Era Smart Phone Era Feature Phone Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  21. “ Change occurs because there is a gap between what is and what should be. ” — Craig McCaw Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  22. the mythical “Future-Phone” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  23. come. The iPhone is the shape of things to Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  24. The Touch Era GPRS, HSPDA, EVDO, Wi-Fi A focus on haptic interfaces Accelerometers GPS/Location-based Subscriber-centered design Rich interfaces A media platform “It’s about the web” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  25. Gartner’s PREDICTIONS for 2009 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  26. Gartner’s Predictions 1. Established Vendors Consolidate and New Players Join the Fray 2. Device Vendors Build Out Ecosystems 3. Device Makers Remove Complexity for Users 4. Mobile Devices Become Lifestyle Statements 5. High-End Device Platforms Become “Field- Refreshable” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  27. These are not predictions. It’s happening. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  28. The MOBILE ECOSYSTEM Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  29. Jargon Alert Mobile 1.0 The first two generations of browsers and hardware used to view the web on mobile devices. Design and development for these devices was highly di cult due to the constraints of the technology. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  30. IT IS ROUGH... We have to deal with a lot of junk! ARPU, depending on application goals Operators (Vodafone, T-Mobile, AT&T, et al) Di erent languages (Java, C++, BREW) Poor support for web standards (CSS, XHTML, JS) The “Deck” Handsets (about a bajillion of them) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  31. Layers of Mobile Services Applications The mobile ecosystem Application Frameworks has many layers. Operating Systems Each with their own Platforms complexities and obstacles. Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  32. Layers of Mobile Services Applications A mobile network operator (MNO) also known as... Application Frameworks • a wireless service provider Operating Systems • a wireless carrier Platforms • a mobile phone operator Handsets • a cellular company ...is a telephone company that Networks provides services for mobile Operators Operators phone subscribers. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  33. Jargon Alert Mobile Service Provider A broad term to describe the mobile network provider that provides subscribers wireless access to voice and data services. Also known as a mobile network operator, or MNO in the telecommunications industry, though usually referred to as carriers in North America and operators elsewhere in the world. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  34. Rank Company Primary Markets Network Subscribers* 1 China Mobile China (including Hong Kong) GSM, GPRS, EDGE 337.9 mil GSM, GPRS, EDGE, 2 Vodafone Europe, Australia, New Zealand, Africa UMTS, HSDPA 206 mil GSM, GPRS, EDGE, 3 Telefonica Europe, Latin America UMTS, HSDPA 154.8 mil Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. 4 China Unicom China GSM, GPRS, CDMA 153.1 mil GSM, GPRS, EDGE, 5 America Movil Mexico, Latin America UMTS, CDMA 137.2 mil GSM, GPRS, EDGE, 6 T-Mobile Europe, USA UMTS, HSDPA 111.8 mil GSM, GPRS, EDGE, 7 MTS Russia UMTS 74.67 mil GSM, GPRS, EDGE, 8 Orange Europe, Netherlands, Africa UMTS, HSDPA 73.2 mil GSM, GPRS, EDGE, 9 Telenor Netherlands, Eastern Europe UMTS 68 mil GSM, GPRS, EDGE, 10 AT&T USA UMTS, HSDPA 63.7 mil * Proportionate subscribers in millions as of June 2007. Sources: Companies Annual Reports Top Network Operators
  35. Jargon Alert ARPU Average Revenue Per User A term used to describe the financial value of a program, application or service. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  36. Layers of Mobile Services Applications Mobile networks communicate through electromagnetic radio Application Frameworks waves with a cell site base station, the antennas of which Operating Systems are usually mounted on a Platforms tower, pole or building. They are often referred to by Handsets their generation and/or Networks Networks standard. Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  37. Jargon Alert G as in 2G, 2.5G and 3G. The generations of mobile networks. O cially there are only 1G, 2G & 3G, but several midpoints have been defined as 2.5G, 2.75G, etc. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  38. 2G Second generation of mobile phone standards and technology Speeds GSM Global System for Mobile communications 12.2 kbits/s GPRS General Packet Radio Service max 60 kbits/s EDGE Enhanced Data rates for GSM Evolution 59.2 kbits/s HSCSD High-Speed Circuit-Switched Data 57.6 kbits/s Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. 3G Third generation of mobile phone standards and technology Speeds W-CDMA Wideband Code Division Multiple Access 14.4 Mbits/s UMTS Universal Mobile Telecommunications System 3.6 Mbits/s UMTS-TDD Time Division Duplexing 16 Mbits/s TD-CDMA Time Divided Code Division Multiple Access 16 Mbits/s HSPA High-Speed Packet Access 14.4 Mbits/s HSDPA High-Speed Downlink Packet Access 14.4 Mbits/s HSUPA High-Speed Uplink Packet Access 5.76 Mbit/s GSM Mobile Networks
  39. Other Network Technologies CDMA & EVDO iDEN & WiDEN WiMAX Worldwide Interoperability for Microwave Access, is a telecommunications technology aimed at providing wireless data over long distances in a variety of ways, from point-to-point links to full mobile cellular type access. WiMAX allows a user, for example, to browse the Internet on a laptop computer without physically connecting the laptop to a router or switch port via an ethernet port. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  40. Layers of Mobile Services Applications Application Frameworks A mobile handset or “mobile Operating Systems phone” is a long-range, portable electronic device Platforms used for mobile Handsets Handsets communication. Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  41. Handsets! Copyright 2008 Garrett Murray <info@garrettmurray.net> Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  42. Other Applications Smart Phones Phone, Web, SMS Feature Phones Comparing Mobile Devices Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  43. Layers of Mobile Services Applications Application Frameworks Operating Systems The core mobile development platform in which all software Platforms Platforms is written. Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  44. Licensed Java ME (or J2ME) is a specification of a subset of the Java platform aimed at Java ME providing a certified collection of Java APIs for the development of software for small, resource-constrained devices such as cell phones, PDAs and set-top boxes. BREW is an application development platform created by Qualcomm for mobile BREW phones. It is air-interface independent, i.e. it can support GSM/GPRS, UMTS, and CDMA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Windows Mobile is a compact operating system combined with a suite of basic Windows Mobile applications for mobile devices based on the Microsoft Win32 API Proprietary Palm C/C++ based BlackBerry Java-based Danger’s Hiptop Java-based Apple’s iPhone Objective-C Open Source Android Java-based Mobile Platforms
  45. Layers of Mobile Services Applications Application Frameworks Operating systems are common in Smart Phones, but Operating Systems Operating Systems rare in Feature phones. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  46. Symbian OS is a open-source operating system, designed for mobile Symbian devices, with associated libraries, user interface frameworks and reference implementations of common tools. Windows Windows Mobile is a compact operating system combined with a suite of Mobile 6 basic applications for mobile devices based on the Microsoft Win32 API Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Used by Palm’s TREO line of mobile phones, though gradually being Palm OS replaced by Windows Mobile. Increasingly used in mobile phones. The new RAZR uses Linux as its Linux Operating System. OS X Used by Apple’s iPhone and iPod Touch. Android Used by Android Phones and can be customized by Operators. Mobile Operating Systems
  47. Layers of Mobile Services Applications A software framework that is Application Frameworks Application Frameworks used to implement the standard structure of an Operating Systems application for a specific operating system. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  48. Applications written in the Java ME framework can often be deployed Java across the majority of Java-based devices. Applications written in the BREW framework can often be deployed BREW across the majority of BREW-based devices. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Applications written using the Flash Lite 2.0 and Action Script 2.0 Flash Lite frameworks can run using the Flash Lite Player. Windows Applications written using the Win32 API can be deployed across the Mobile 6 majority of Windows Mobile-based devices. Applications written using the iPhone version of the Cocoa can be Cocoa Touch deployed on iPhone’s and iPod Touches. Web Applications can be deployed across the majority of devices that Web support the WAP 2.0 specifications and run using a mobile web browser. Application Frameworks
  49. Layers of Mobile Services Mobile applications often are Applications Applications designed to serve a particular function or purpose. Application Frameworks Example applications may Operating Systems include Games, Web Browser, Camera or Media Player. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  50. THE RAZR The epitomy of Mobile 1.0, and probably the most prolific device. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  51. THE RAZR The epitomy of Mobile 1.0, and probably the most prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  52. THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of Mobile 1.0, and probably the most prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  53. THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of V3c/i/r: O penwave 6 .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  54. THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  55. THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa Also, V3x: the perfect Op example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  56. THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa Also, V3x: the perfect Op example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  57. THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa the perfect Also, V3x: Op example of handset R) 6.80.53madness™ to the (9 pera 8.0 V3xxi: O extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  58. THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa Also, pera 8perfect3 V3 V: OO the x 8: p .5 (08.B7.2 R) example of handset R) 6.80.53madness™ to the (9 pera 8.0 V3xxi: O extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  59. THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of V3c/i/r: O Mobile 1.0, andF 9 This isn’t even HALF O penwave 6 .2.3.4.c.1.10 V3m/V9m: Teleca-Obigo 4.0 ELS! probably the most THE MOD device.2 prolific e 6.2.3. 1.c.1 .11 v enwa Also, pera 8perfect3 V3 V: OO the x 8: p .5 (08.B7.2 R) example of handset R) 6.80.53madness™ to the (9 pera 8.0 V3xxi: O extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  60. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Photo copyright Jeremy Plemon
  61. Layers of Mobile Network-based services are Services Services often available at the Application, Framework, or Applications OS level to enhance the relevance of information. Application Frameworks Example services may include Operating Systems The Internet, Messaging or Location. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  62. All of these layers must be passed through before you get to the content. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  63. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  64. Why the MOBILE WEB? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  65. Size, Depth, Breadth Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  66. why the MOBILE WEB? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  67. Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  68. 20 Million Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  69. 20 Million United Kingdom (50m) Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  70. 20 Million United Kingdom (50m) United States of America (303m) Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  71. 20 Million United Kingdom (50m) United States of America (303m) European Union (495m) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Source: Wikipedia Population of the Earth
  72. 20 Million United Kingdom (50m) United States of America (303m) European Union (495m) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. China (1.3 billion) Source: Wikipedia Population of the Earth
  73. Mobile Web of Today Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  74. Mobile Web of Today Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  75. Mobile Web of Today Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  76. Mobile Web of Today Mobile Web Access (1.3b) Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  77. Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Mobile Web Access (1.3b) Desktop Web Access (1.1b) Sources: GSM Association, T-Mobile, Credit Suisse, Pyramid Research Mobile Web of Today
  78. Mobile Web of Tomorrow Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  79. 2010 Mobile Web of Tomorrow Mobile Web Subscribers by Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  80. 2010 50% of the planet! Mobile Web of Tomorrow Mobile Web Subscribers by Source: Informa Telecoms & Media 2006 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  81. The mobile web is the most cost-e ective way to reach HALF THE PLANET. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  82. We are at the precipice of the next generation of THE WEB. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  83. BUT... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  84. BUT... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  85. MOBILE WEB of Today Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  86. MARKUP Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  87. Largely relies on table-based designs, though no one admits it. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  88. STYLESHEETS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  89. Limited CSS support. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  90. Virtually no “cascade.” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  91. JAVASCRIPT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  92. No Javascript. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  93. Use of “WEB STANDARDS” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  94. Web Standards techniques and principles don’t apply. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  95. BUT... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  96. Part Two WHY MOBILE IS GOING TO CHANGE EVERYTHING WE KNOW TO BE TRUE Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  97. 6 Months Ago... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  98. MOBILE as a MEDIUM Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  99. Tomi Ahonen 3G Strategy Consultant Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  100. 7 th MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  101. 7 th MASS MEDIA Printing Press Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  102. 7 th MASS MEDIA Printing Press Recordings Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  103. 7 th MASS MEDIA Printing Press Recordings Cinema Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  104. 7 th MASS MEDIA Printing Press Recordings Cinema Radio Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  105. 7 th MASS MEDIA Printing Press Recordings Cinema Radio Television Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  106. 7 th MASS MEDIA Printing Press Recordings Cinema Radio Television The Internet Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  107. 7 th MASS MEDIA Printing Press Recordings Cinema Radio Television The Internet Mobile Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  108. Benefit #1 FIRST TRULY PERSONAL MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  109. Benefit #2 FIRST ALWAYS ON MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  110. Benefit #3 FIRST ALWAYS CARRIED MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  111. Benefit #4 ONLY MASS MEDIA WITH A BUILT IN PAYMENT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  112. Benefit #5 POINT OF THOUGHT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  113. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  114. Mobile is the only mass media that can do EVERYTHING the previous six can do. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  115. PLUS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  116. Mobile has the potential to reach anybody through ANY MEDIUM. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  117. Jargon Alert LBS Location-based Services The ability for a mobile device to provide information that is relevant to it’s physical location via a Global Positioning System (GPS). Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  118. GPS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  119. GPS TRIANGULATION Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  120. Prepare for a truly CONTEXTUAL WEB. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  121. Mobile will REVOLUTIONIZE the way we gather and interact with information in the NEXT TWO YEARS. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  122. DESIGNING for CONTEXT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  123. The 3 C’s of the Mobile Web Cost Content Context If you don't Issues like What does your develop your navigation, image website add to the mobile website sizes, page weight users mobility? responsibly, the and scripts all How do you add user could get need to be value to the their stuck with a big considered when physical context? bill in order to thinking about What is the view your content. your website on context in which mobile devices. they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  124. The 3 C’s of the Mobile Web Cost Content Context If you don't Issues like What does your develop your navigation, image website add to the mobile website sizes, page weight users mobility? responsibly, the and scripts all How do you add user could get need to be value to the their stuck with a big considered when physical context? bill in order to thinking about What is the view your content. your website on context in which mobile devices. they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  125. The 3 C’s of the Mobile Web Cost Content Context If you don't Issues like What does your develop your navigation, image website add to the mobile website sizes, page weight users mobility? responsibly, the and scripts all How do you add user could get need to be value to the their stuck with a big considered when physical context? bill in order to thinking about What is the view your content. your website on context in which mobile devices. they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  126. Jargon Alert Context The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed. Considered together with the surroundings or circumstances. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  127. Tip #1 ADDRESS THE INHERENT BENEFITS OF THE MEDIA. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  128. 7 th MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  129. 5 unique benefits First truly personal mass media e.g. We don’t share our phones with our spouses 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 Only mass media with a built-in payment channel Universal click-to-buy—twice as many people have phones than credit cards O ers point of thought Ability to create of consume content whenever the mood strikes Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  130. Tip #2 LOOK AT YOUR CONTENT IN MULTIPLE FACETS OF DISTRIBUTION. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  131. Join Down Notify load Vote Vote Down load Notify WAP Discuss IVR SMS Buy SMS IVR Notify Send to Friend WAP Bluetooth Radio TV Send to Friend Notify SMS SMS Live Billboard Send to Buy Friend WAP ry Vi to MMS su di al Au Join WAP Site QR Code Word of Print Ad Mouth SMS Notify Kinesthetic Notify SMS WAP Mobile Events Buy Device Send to Friend QR Code Website MMS Join Notify SMS SMS Email WAP Site MMS WAP Site SMS Send to Friend Send to Friend Notify Notify Post WAP Site Send to Friend Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  132. Join Down Notify load Vote Vote Down load Notify WAP Discuss IVR SMS Buy SMS IVR Notify Send to Friend WAP Bluetooth Radio TV Send to Friend Notify SMS SMS Live Billboard Send to Buy Friend WAP ry Vi to MMS su di al Au Join WAP Site QR Code Word of Print Ad Mouth SMS Notify Kinesthetic Notify SMS WAP Mobile Events Buy Device Send to Friend QR Code Website MMS Join Notify SMS SMS Email WAP Site MMS WAP Site SMS Send to Friend Send to Friend Notify Notify Post WAP Site Send to Friend Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  133. Join Down Notify load Vote Vote Down load Notify WAP Discuss IVR SMS Buy SMS IVR Notify Send to Friend WAP Bluetooth Radio TV Send to Friend Notify SMS SMS Live Billboard Send to Buy Friend WAP ry Vi to MMS su di al Au Join WAP Site QR Code Word of Print Ad Mouth SMS Notify Kinesthetic Notify SMS WAP Mobile Events Buy Device Send to Friend QR Code Website MMS Join Notify SMS SMS Email WAP Site MMS WAP Site SMS Send to Friend Send to Friend Notify Notify Post WAP Site Send to Friend Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  134. Join Down Notify load Vote Vote Down load Notify WAP Discuss IVR SMS Buy SMS IVR Notify Send to Friend WAP Bluetooth Radio TV Send to Friend Notify SMS SMS Live Billboard Send to Buy Friend WAP ry Vi to MMS su di al Au Join WAP Site QR Code Word of Print Ad Mouth SMS Notify Kinesthetic Notify SMS WAP Mobile Events Buy Device Send to Friend QR Code Website MMS Join Notify SMS SMS Email WAP Site MMS WAP Site SMS Send to Friend Send to Friend Notify Notify Post WAP Site Send to Friend Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  135. Tip #3 CREATE SOLUTIONS BASED ON GOALS. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  136. My Dad Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  137. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  138. Find a need & fill it. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  139. Tip #4 BALANCE THE CONSTRAINTS OF THE TECHNOLOGY. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  140. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  141. Balancing Goals Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  142. Bu sin ess Go als Balancing Goals Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  143. Bu sin ess Go als User Goals Balancing Goals Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
  144. Bu sin ess Go als User Goals Te ch Balancing Goals nic al oa G ls Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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