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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.
WILLKOMMEN!
 BIENVENUE!
 WELCOME!
BENVENUTO!
BIENVENIDO!
 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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.
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.
A Brief

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

  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.
Perceptions haven’t much
     changed since.




   Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
Brick Era
                                                                                                                          1970
                                                                                                                          1980
                                                                                                                          1990




      Mobile Evolution
                                                                                                                          2000
                                                                                                                          2010




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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.
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.
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.
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.
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.
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.
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.
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.
“ 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.
the mythical
“Future-Phone”


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




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
Gartner’s
PREDICTIONS
                       for 2009

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
These are not predictions.
     It’s happening.




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

MOBILE
ECOSYSTEM

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




                                                                                                                    Copyright 2008 Garrett Murray <info@garrettmurray.net>
      Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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.
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
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.
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
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.
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
                                                               Photo copyright Jeremy Plemon
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.
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.
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 owners.
Size, Depth, Breadth




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 owners.
Population of the Earth
                      Source: Wikipedia




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




      Population of the Earth
                      Source: Wikipedia




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




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 owners.
Mobile Web of Today
                                                                                                              Mobile Users (2.9b)




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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
Mobile Web of Tomorrow




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




      Mobile Web of Tomorrow
                                                                                                              Mobile Web Subscribers by




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




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


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




    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.
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.
6 Months Ago...



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

MEDIUM
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Tomi Ahonen
3G Strategy Consultant




        Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
7                  th                  MASS
                                           MEDIA

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
7 th   MASS
       MEDIA
Printing Press




       Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
7 th   MASS
       MEDIA
Printing Press
Recordings




       Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
7 th   MASS
       MEDIA
Printing Press
Recordings
Cinema




       Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
7 th    MASS
        MEDIA
Printing Press
Recordings
Cinema
Radio




        Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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.
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.
Benefit #1
  FIRST TRULY
PERSONAL MASS
     MEDIA

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

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

 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
Benefit #5
   POINT OF
   THOUGHT

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.
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.
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 and copyrights remain the property of their respective owners.
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.
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 respective owners.
Prepare for a truly
 CONTEXTUAL WEB.




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
DESIGNING for
CONTEXT
  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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.
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.
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.
Tip #1
   ADDRESS THE
INHERENT BENEFITS
  OF THE MEDIA.

   Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
7                  th                  MASS
                                           MEDIA

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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.
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.
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                           Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Tip #3
CREATE SOLUTIONS
 BASED ON GOALS.

  Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
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 respective owners.
Tip #4
  BALANCE THE
 CONSTRAINTS OF
THE TECHNOLOGY.

  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.
Balancing Goals




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Bu
                                                                 sin
                                                                    ess
                                                                                                 Go
                                                                                                   als




      Balancing Goals




Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Bu
                                                                 sin
                                                                    ess
                                                                                                 Go
                                                                                                   als


                             User Goals

      Balancing Goals




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

  • 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.