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Going Native: The Anthropology of Mobile Apps

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My talk from IDEA 2010: Think of mobile OS platforms as cultures. Deciding which platform to target and how to design for each—whether web or native—doesn't hinge only on tech specs or audience reach. In an era where consumers suddenly perceive mobile apps as richly personal, where software is content instead of tool—culture matters.

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Going Native: The Anthropology of Mobile Apps

  1. Going Native THE ANTHROPOLOGY OF MOBILE APPS @globalmoxie Josh Clark www.globalmoxie.com @globalmoxie www.globalmoxie.com
  2. WHAT’S A CULTURE? ✓ Population ✓ Customs ✓ Governance ✓ Style of dress ✓ Belief systems
  3. Population MARKET SHARE & DEMOGRAPHICS
  4. 41% Percent of worldwide market share Source: Gartner Group 18% 17% 14% 5% 2% 2% Symbian BlackBerry Android iPhone Windows Linux Other
  5. 40% Percent of US smartphone subscribers 25% Source: Comscore 18% 12% 5% BlackBerry iPhone Android Windows Palm
  6. BlackBerry 40% of global enterprise
  7. BlackBerry 37% of Latin smart phones
  8. iPhone: active lifestyle
  9. Older, wealthier, educated
  10. So you know.
  11. Android: It’s the technology
  12. Android skews younger
  13. Android skews techy
  14. Windows Mobile
  15. Windows Phone 7
  16. Windows Phone 7 personas
  17. 80% Do you want your next phone 70% to use the same OS? Source: Nielsen 47% 34% iPhone Android BlackBerry Windows Mobile
  18. So who’s gonna win?
  19. Yes, we have no apps
  20. Appropriate technology
  21. Consider SMS apps
  22. Governance
  23. Apple: Philosopher King
  24. Apple: Philosopher King
  25. Android: Open Frontier
  26. Carriers
  27. Microsoft: Politburo
  28. Boy howdy, lots of platforms
  29. So what about the web?
  30. So what about the web?
  31. www.andymangold.com
  32. Smackdown: web vs native
  33. We’re all in this together
  34. Style of Dress
  35. ✓ One app won’t cut it ✓ One website won’t cut it
  36. Build flagship apps
  37. Mobile mindsets ✓ I’m microtasking ✓ I’m local ✓ I’m bored
  38. Mobile first?
  39. API first
  40. We’re all cloud developers
  41. ✓ Know your customers ✓ Know what devices they use ✓ Know how they use them ✓ Think appropriate technology ✓ Generic website is a backstop ✓ Build device-specific flagship apps ✓ API first: think service, not app
  42. It’s not mobile strategy
  43. It’s just THE strategy
  44. Thanks! @globalmoxie www.globalmoxie.com

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