what the web community can learn from mobile

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Have you ever considered that the way you design and build a site or app might be completely wrong? Have you ever actually had to support the top devices on the market, let alone make each of them amazing? Have you ever designed or built a mobile app for devices that don't even exist yet? Do you know how to do all of this and still come in under budget?

These are just some of the questions that are being answered deep within the mobile community. It is unlike the web. It is opaque. It is competitive. It is an entirely different medium. And it is really really hard. In fact, there is a good chance that everything you think you know about mobile is wrong.

In this session by Brian Fling—author of O'Reilly's Mobile Design & Development (now available for free online at http://mobiledesign.org) and Creative Director at pinch/zoom (http://pinchzoom.com)—he discusses his experiences of spending a decade between web and mobile and shares what he thinks the web community can learn from mobile.

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what the web community can learn from mobile

  1. 1. what the web canlearn frommobile MADE WITH LOVE IN SEATTLE BY
  2. 2. MADE WITH LOVE IN SEATTLE BY
  3. 3. MADE WITH LOVE IN SEATTLE BY
  4. 4. webmobile ux MADE WITH LOVE IN SEATTLE BY
  5. 5. webmobile ux MADE WITH LOVE IN SEATTLE BY
  6. 6. MADE WITH LOVE IN SEATTLE BY
  7. 7. “[Brian] states making a nativeapplication can be the best thing for aproduct, but confirms on the otherhand that the mobile web is the onlylong term commercially viablecontent platform for mobile devices” —Thibault Imbert
  8. 8. mobiledesign.org
  9. 9. MADE WITH LOVE IN SEATTLE BY
  10. 10. CENSORE D pinch / zoom CE NS OREDCENSORED CENSORED CENSOR ED CENSORED pinchzoom.com
  11. 11. MADE WITH LOVE IN SEATTLE BY
  12. 12. “Chuck” MADE WITH LOVE IN SEATTLE BY
  13. 13. Chuck is a real mobile expert. MADE WITH LOVE IN SEATTLE BY
  14. 14. Chuck is a real mobile expert.He will never speak at a conference you willattend. MADE WITH LOVE IN SEATTLE BY
  15. 15. Chuck is a real mobile expert.He will never speak at a conference you willattend.He will never write a book that you will read. MADE WITH LOVE IN SEATTLE BY
  16. 16. Chuck is a real mobile expert.He will never speak at a conference you willattend.He will never write a book that you will read.He doesn’t care about the topics we debate. MADE WITH LOVE IN SEATTLE BY
  17. 17. Chuck is a real mobile expert.He will never speak at a conference you willattend.He will never write a book that you will read.He doesn’t care about the topics we debate.But he is building the infrastructure that youwill use 5 years from now. MADE WITH LOVE IN SEATTLE BY
  18. 18. There are tens ofthousands of people likethis around the worldsolving the mobileproblem. MADE WITH LOVE IN SEATTLE BY
  19. 19. These are my mentors. MADE WITH LOVE IN SEATTLE BY
  20. 20. I learned more about thefuture of mobile in threehours than I have in thelast three years. MADE WITH LOVE IN SEATTLE BY
  21. 21. I can tell you... MADE WITH LOVE IN SEATTLE BY
  22. 22. I can tell you...‣ how many smartphones are being shipped in the US MADE WITH LOVE IN SEATTLE BY
  23. 23. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent MADE WITH LOVE IN SEATTLE BY
  24. 24. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent‣ which platforms the carrier is behind and which they aren’t MADE WITH LOVE IN SEATTLE BY
  25. 25. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent‣ which platforms the carrier is behind and which they aren’t‣ who is making money in mobile and who isnt MADE WITH LOVE IN SEATTLE BY
  26. 26. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent‣ which platforms the carrier is behind and which they aren’t‣ who is making money in mobile and who isnt‣ where the network will be in the next three years MADE WITH LOVE IN SEATTLE BY
  27. 27. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent‣ which platforms the carrier is behind and which they aren’t‣ who is making money in mobile and who isnt‣ where the network will be in the next three years‣ how carriers feel about mobile web apps MADE WITH LOVE IN SEATTLE BY
  28. 28. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent‣ which platforms the carrier is behind and which they aren’t‣ who is making money in mobile and who isnt‣ where the network will be in the next three years‣ how carriers feel about mobile web apps‣ who is consuming the most bandwidth and why it matters MADE WITH LOVE IN SEATTLE BY
  29. 29. I can tell you...‣ how many smartphones are being shipped in the US‣ which platforms are moving and which arent‣ which platforms the carrier is behind and which they aren’t‣ who is making money in mobile and who isnt‣ where the network will be in the next three years‣ how carriers feel about mobile web apps‣ who is consuming the most bandwidth and why it matters‣ when the next product from Apple is shipping MADE WITH LOVE IN SEATTLE BY
  30. 30. ?
  31. 31. Mobile Lesson #1 if you have insideinformation, you keep it to yourself MADE WITH LOVE IN SEATTLE BY
  32. 32. “[Motorola Xoom & Atrix sales] have been disappointing —Analyst Douchelord
  33. 33. Mobile Lesson #2be skeptical of anyone claiming they have answers to mobile* *see lesson #1 MADE WITH LOVE IN SEATTLE BY
  34. 34. pinchzoom.com/thecontext
  35. 35. what’s next? MADE WITH LOVE IN SEATTLE BY
  36. 36. Mobile Lesson #3“the only prevailing wisdomin mobile is that there is no prevailing wisdom” —Daniel Appelquist, W3C Mobile Web Initiative MADE WITH LOVE IN SEATTLE BY
  37. 37. MADE WITH LOVE IN SEATTLE BY
  38. 38. MADE WITH LOVE IN SEATTLE BY
  39. 39. MADE WITH LOVE IN SEATTLE BY
  40. 40. 1970 1980 1990 2000 2010 2020computingnetworkinternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  41. 41. 1970 1980 1990 2000 2010 2020computing mainframenetworkinternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  42. 42. 1970 1980 1990 2000 2010 2020computing mainframe pc’snetworkinternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  43. 43. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobilitynetworkinternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  44. 44. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetworkinternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  45. 45. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1Ginternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  46. 46. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2Ginternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  47. 47. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5Ginternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  48. 48. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3Ginternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  49. 49. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternetdevicesweb MADE WITH LOVE IN SEATTLE BY
  50. 50. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4devicesweb MADE WITH LOVE IN SEATTLE BY
  51. 51. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devicesweb MADE WITH LOVE IN SEATTLE BY
  52. 52. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brickweb MADE WITH LOVE IN SEATTLE BY
  53. 53. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybarweb MADE WITH LOVE IN SEATTLE BY
  54. 54. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar featureweb MADE WITH LOVE IN SEATTLE BY
  55. 55. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb MADE WITH LOVE IN SEATTLE BY
  56. 56. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia MADE WITH LOVE IN SEATTLE BY
  57. 57. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia dot-com MADE WITH LOVE IN SEATTLE BY
  58. 58. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia dot-com web 2.0 MADE WITH LOVE IN SEATTLE BY
  59. 59. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia dot-com web 2.0 next MADE WITH LOVE IN SEATTLE BY
  60. 60. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia dot-com web 2.0 next MADE WITH LOVE IN SEATTLE BY
  61. 61. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia dot-com web 2.0 next MADE WITH LOVE IN SEATTLE BY
  62. 62. everything has ledto this moment MADE WITH LOVE IN SEATTLE BY
  63. 63. the future of mobile will not be the web... MADE WITH LOVE IN SEATTLE BY
  64. 64. the future of mobile will not be the web... ...or apps MADE WITH LOVE IN SEATTLE BY
  65. 65. Mobile Lesson #4when it comes to mobile assume nothing MADE WITH LOVE IN SEATTLE BY
  66. 66. MADE WITH LOVE IN SEATTLE BY
  67. 67. MADE WITH LOVE IN SEATTLE BY
  68. 68. Mobile Lesson #5use the appropriate interaction to the context MADE WITH LOVE IN SEATTLE BY
  69. 69. Mobile Lesson #6no gets fired for using a lowest common denominator design MADE WITH LOVE IN SEATTLE BY
  70. 70. MADE WITH LOVE IN SEATTLE BY
  71. 71. “Chuck” MADE WITH LOVE IN SEATTLE BY
  72. 72. content result result result result result result MADE WITH LOVE IN SEATTLE BY
  73. 73. Mobile Lesson #7 mobile users havesophisticated spacial orientation MADE WITH LOVE IN SEATTLE BY
  74. 74. p/z universalbuild a website that provided the bestpossible experience to the context. MADE WITH LOVE IN SEATTLE BY
  75. 75. p/z universalbuild a website that provided the bestpossible experience to the context. iPad magazine MADE WITH LOVE IN SEATTLE BY
  76. 76. p/z universalbuild a website that provided the bestpossible experience to the context. iPad iPhone magazine web app MADE WITH LOVE IN SEATTLE BY
  77. 77. p/z universalbuild a website that provided the bestpossible experience to the context. iPad iPhone Desktop magazine web app website MADE WITH LOVE IN SEATTLE BY
  78. 78. MADE WITH LOVE IN SEATTLE BY
  79. 79. Content in Context MADE WITH LOVE IN SEATTLE BY
  80. 80. MADE WITH LOVE IN SEATTLE BY
  81. 81. 1x HTML5 Markup MADE WITH LOVE IN SEATTLE BY
  82. 82. 1x HTML5 Markup1x Hexadecimal CSS Framework MADE WITH LOVE IN SEATTLE BY
  83. 83. 1x HTML5 Markup1x Hexadecimal CSS Framework1x Typography Framework MADE WITH LOVE IN SEATTLE BY
  84. 84. 1x HTML5 Markup1x Hexadecimal CSS Framework1x Typography Framework3x Javascript Frameworks MADE WITH LOVE IN SEATTLE BY
  85. 85. 1x HTML5 Markup1x Hexadecimal CSS Framework1x Typography Framework3x Javascript Frameworks8x Media-Query-based Layouts MADE WITH LOVE IN SEATTLE BY
  86. 86. a hexadecimal what? MADE WITH LOVE IN SEATTLE BY
  87. 87. the hex-gridTypically when using a gridweb designers are typicallyonly using vertical units. MADE WITH LOVE IN SEATTLE BY
  88. 88. the hex-gridbut in mobile design, we must usehorizontal units as well. thismeans that any unit size mustwork vertically as well ashorizontally. MADE WITH LOVE IN SEATTLE BY
  89. 89. iPad iPhone Desktopmagazine web app website MADE WITH LOVE IN SEATTLE BY
  90. 90. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare. MADE WITH LOVE IN SEATTLE BY
  91. 91. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare.‣ hadto create an entirely new css framework to deal with all the screen sizes. MADE WITH LOVE IN SEATTLE BY
  92. 92. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare.‣ hadto create an entirely new css framework to deal with all the screen sizes.‣ every page had to be designed individually. MADE WITH LOVE IN SEATTLE BY
  93. 93. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare.‣ hadto create an entirely new css framework to deal with all the screen sizes.‣ every page had to be designed individually.‣ content had to be type fitted, similar to print layout workflow. MADE WITH LOVE IN SEATTLE BY
  94. 94. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare.‣ hadto create an entirely new css framework to deal with all the screen sizes.‣ every page had to be designed individually.‣ content had to be type fitted, similar to print layout workflow.‣ had to disable pinch to zoom. MADE WITH LOVE IN SEATTLE BY
  95. 95. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare. ‣ largeimage needs for iPad were‣ had brutal. to create an entirely new css framework to deal with all the screen sizes.‣ every page had to be designed individually.‣ content had to be type fitted, similar to print layout workflow.‣ had to disable pinch to zoom. MADE WITH LOVE IN SEATTLE BY
  96. 96. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare. ‣ largeimage needs for iPad were‣ had brutal. to create an entirely new css framework to deal with all the screen ‣ had to add device detection to reduce sizes. JS page load per context.‣ every page had to be designed individually.‣ content had to be type fitted, similar to print layout workflow.‣ had to disable pinch to zoom. MADE WITH LOVE IN SEATTLE BY
  97. 97. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare. ‣ largeimage needs for iPad were‣ had brutal. to create an entirely new css framework to deal with all the screen ‣ had to add device detection to reduce sizes. JS page load per context.‣ every page had to be designed ‣ typical navigation had to be scrapped. individually.‣ content had to be type fitted, similar to print layout workflow.‣ had to disable pinch to zoom. MADE WITH LOVE IN SEATTLE BY
  98. 98. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare. ‣ largeimage needs for iPad were‣ had brutal. to create an entirely new css framework to deal with all the screen ‣ had to add device detection to reduce sizes. JS page load per context.‣ every page had to be designed ‣ typical navigation had to be scrapped. individually. ‣ design sacrifices had to be made to‣ content had to be type fitted, similar to make it work. print layout workflow.‣ had to disable pinch to zoom. MADE WITH LOVE IN SEATTLE BY
  99. 99. iPad iPhone Desktop magazine web app website‣ pagination was a nightmare. ‣ largeimage needs for iPad were‣ had brutal. to create an entirely new css framework to deal with all the screen ‣ had to add device detection to reduce sizes. JS page load per context.‣ every page had to be designed ‣ typical navigation had to be scrapped. individually. ‣ design sacrifices had to be made to‣ content had to be type fitted, similar to make it work. print layout workflow. ‣ page flow was less than ideal.‣ had to disable pinch to zoom. MADE WITH LOVE IN SEATTLE BY
  100. 100. Mobile Lesson #8mobile is really hard work MADE WITH LOVE IN SEATTLE BY
  101. 101. Mobile Lesson #9mobile web is oftenharder than native MADE WITH LOVE IN SEATTLE BY
  102. 102. mobiledesign.org
  103. 103. “ adding manpower to a late software project makes it later. —Fred Brooks
  104. 104. Mobile Lesson #10adding more devicesincreases the cost ofmobile development exponentially MADE WITH LOVE IN SEATTLE BY
  105. 105. “ They are expensive to create —a simple app could cost you $32,639 and take two months to create.
  106. 106. $32,639 for a simple app MADE WITH LOVE IN SEATTLE BY
  107. 107. $32,639 for a simple app 2 months to create MADE WITH LOVE IN SEATTLE BY
  108. 108. $32,639 for a simple app 2 months to create 2 weeks per feature MADE WITH LOVE IN SEATTLE BY
  109. 109. $32,639 for a simple app 2 months to create 2 weeks per feature 4 features MADE WITH LOVE IN SEATTLE BY
  110. 110. $32,639 for a simple app 2 months to create 2 weeks per feature 4 features $8,160 per feature MADE WITH LOVE IN SEATTLE BY
  111. 111. “ A complex app could have a price tag of more than $163,200 and take six months to develop.
  112. 112. $163,200 for a complex app MADE WITH LOVE IN SEATTLE BY
  113. 113. $163,200 for a complex app 6 months to create MADE WITH LOVE IN SEATTLE BY
  114. 114. $163,200 for a complex app 6 months to create 2 weeks per feature MADE WITH LOVE IN SEATTLE BY
  115. 115. $163,200 for a complex app 6 months to create 2 weeks per feature 12 features MADE WITH LOVE IN SEATTLE BY
  116. 116. $163,200 for a complex app 6 months to create 2 weeks per feature 12 features $13,600 per feature MADE WITH LOVE IN SEATTLE BY
  117. 117. “ This price multiplies if you decide you want to make it available on more than one operating system.
  118. 118. Native Mobile Web HybridiPhone 100% 75% 113%iPad 150% 125% 141%Android 175% 150% 225%Honeycomb 200% 150% 225%Blackberry 300% 225% 338% MADE WITH LOVE IN SEATTLE BY
  119. 119. Native Mobile Web HybridiPhone 100% 75% 113%iPad 150% 125% 141%Android 175% 150% 225%Honeycomb 200% 150% 225%Blackberry 300% 225% 338% MADE WITH LOVE IN SEATTLE BY
  120. 120. Native Mobile Web HybridiPhone 100% 75% 113%iPad 150% 125% 141%Android 175% 150% 225%Honeycomb 200% 150% 225%Blackberry 300% 225% 338% MADE WITH LOVE IN SEATTLE BY
  121. 121. task x time(complexity x effort) x rate = price MADE WITH LOVE IN SEATTLE BY
  122. 122. features x time( platform x experience ) x rate = price MADE WITH LOVE IN SEATTLE BY
  123. 123. Simple App Native Mobile Web HybridiPhone $32,639 $24,479 $36,719iPad $48,959 $30,599 $45,899Android $57,118 $48,959 $73,438Honeycomb $65,278 $48,959 $73,438Blackberry $97,917 $73,438 $110,157Total $301,911 $226,433 $339,650 MADE WITH LOVE IN SEATTLE BY
  124. 124. Simple App Native Mobile Web HybridiPhone $32,639 $24,479 $36,719iPad $48,959 $30,599 $45,899Android $57,118 $48,959 $73,438Honeycomb $65,278 $48,959 $73,438Blackberry $97,917 $73,438 $110,157Total $301,911 $226,433 $339,650 MADE WITH LOVE IN SEATTLE BY
  125. 125. Simple App Native Mobile Web HybridiPhone $32,639 $24,479 $36,719iPad $48,959 $30,599 $45,899Android $57,118 $48,959 $73,438Honeycomb $65,278 $48,959 $73,438Blackberry $97,917 $73,438 $110,157Total $301,911 $226,433 $339,650 MADE WITH LOVE IN SEATTLE BY
  126. 126. Complex App Native Mobile Web HybridiPhone $163,200 $122,400 $183,600iPad $244,800 $153,000 $229,500Android $285,600 $244,800 $367,200Honeycomb $326,400 $244,800 $367,200Blackberry $489,600 $367,200 $550,800Total $1,509,600 $1,132,200 $1,698,300 MADE WITH LOVE IN SEATTLE BY
  127. 127. Complex App Native Mobile Web HybridiPhone $163,200 $122,400 $183,600iPad $244,800 $153,000 $229,500Android $285,600 $244,800 $367,200Honeycomb $326,400 $244,800 $367,200Blackberry $489,600 $367,200 $550,800Total $1,509,600 $1,132,200 $1,698,300 MADE WITH LOVE IN SEATTLE BY
  128. 128. Complex App Native Mobile Web HybridiPhone $163,200 $122,400 $183,600iPad $244,800 $153,000 $229,500Android $285,600 $244,800 $367,200Honeycomb $326,400 $244,800 $367,200Blackberry $489,600 $367,200 $550,800Total $1,509,600 $1,132,200 $1,698,300 MADE WITH LOVE IN SEATTLE BY
  129. 129. MADE WITH LOVE IN SEATTLE BY
  130. 130. Mobile Lesson #11regardless of technology, mobile isn’t cheap MADE WITH LOVE IN SEATTLE BY
  131. 131. an exercise MADE WITH LOVE IN SEATTLE BY
  132. 132. November 22, 1963
  133. 133. today, we are goingprove who shot JFKusing the principlesof the mobile web. November 22, 1963
  134. 134. what do you believe? MADE WITH LOVE IN SEATTLE BY
  135. 135. “ HTML5 has so much momentum it could defeat the native app in as little as two years.
  136. 136. “Chuck” MADE WITH LOVE IN SEATTLE BY
  137. 137. 1970 1980 1990 2000 2010 2020computing mainframe pc’s mobility ubiquitynetwork 1G 2G 2.5G 3G LTEinternet IPv4 IPv6devices brick candybar feature touchweb academia dot-com web 2.0 next MADE WITH LOVE IN SEATTLE BY
  138. 138. Mobile Lesson #12 the client is not yourproblem. it’s your data. MADE WITH LOVE IN SEATTLE BY
  139. 139. Mobile Lesson #13a great mobile strategycreates more questionsthan it provide answers MADE WITH LOVE IN SEATTLE BY
  140. 140. Mobile Lesson #14there is no such thing as a magic bullets* *see lessons #1 & 2 MADE WITH LOVE IN SEATTLE BY
  141. 141. Get in TouchTHANK YOU Find Out How We Can Help You.My name is Brian Fling and Brian FlingI’m a Mobile Designer Founder & Creative Director brian@pinchzoom.com +1 206 351-6060twitter.com/flingbook mobiledesign.orgcompany pinchzoom.comblog pinchzoom.com/fling

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