Mobile: more than just an app

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This is a talk Jonny Schneider and I gave as part of the Thoughtworks Quarterly Technology Briefing, on various aspects of mobile strategy and delivery.

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Mobile: more than just an app

  1. 1. Topic for the next few slides‘Name of referenced work’, Author/source/URL, date.
  2. 2. ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
  3. 3. ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
  4. 4. First, a note about stats.We’re using local researchwherever possible US market and mobile trends are similar to Australiahttp://www.flickr.com/photos/avlxyz/308574017
  5. 5. Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
  6. 6. Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 50 YEARS 70 YEARS 80 YEARShttp://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
  7. 7. Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 20 YEARS 50 YEARS 70 YEARS 30 YEARS 80 YEARShttp://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
  8. 8. Internet adoption over time (percentage American adults) 80 60 40 20 0 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx
  9. 9. Internet adoption over time (percentage American adults) 80 82% of Australian adults 60 online in 2012 40 20 0 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11The Australian Online Consumer Landscape Report, Nielsen 2012.
  10. 10. Adult gadget ownership over time 90 75 60 Desktop PC Laptop 45 Mobile Phone Tablet 30 15 0 Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx
  11. 11. In Australia... 90 75110% mobile device penetration 60 Desktop PC52% of those are smartphones Laptop 45 Mobile Phone18% tablet ownership Tablet 30 15 0 Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dqAustralian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampliThe Australian Online Consumer Landscape Report, Nielsen 2012.
  12. 12. AMPS GSM 3G UMTS Analogue 2G/WAP/WML/i-mode NextG Motorola Telecom ‘Walkabout’ Motorola RAZR Brick Nokia 5110 HTC Dream (1st Android) Palm Treo iPhone 3 SMS is born 1st mobile web browsers Predictive 1st WebKit Text browser iPad 1 ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
  13. 13. So What?http://www.flickr.com/photos/jakecaptive/3205277810
  14. 14. ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
  15. 15. “...we tend to place theemphasis onthe technologiesthemselves, when it isreally the social impactand cultural change thatwill be most dramatic.” Don Norman, 1998mitpress.mit.edu/books/norvh/chapter1.html
  16. 16. What is the most radical, innovative mobile device released in the last few years?Vodafone 150$10 - $15
  17. 17. Population Densityhttp://na.unep.net/globalpop/africa/Appendix_6e.html
  18. 18. Access to electricityhttp://apod.nasa.gov/apod/ap081005.html
  19. 19. GSM Network Coveragehttp://apod.nasa.gov/apod/ap081005.html
  20. 20. What does it mean for information sharing?RapidFTR
  21. 21. We behave differentlyYesterday,We went go to the computer to use internet
  22. 22. We behave differentlyToday,We access the internet any place, any time.
  23. 23. Use of the mobile phone for different purposes 100 80 60 2009 40 2010 2011 20 0 Voice SMS Entertainment Visit web Search BankingAustralian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli
  24. 24. ‘Just in time’ information86% of smartphone owners accessinformation just-in-time... 41% coordinate a meet-up 35% solve an unexpected problem20% get a up-to-the-minutetransport infoPew Research, 2012. http://pewinternet.org/Reports/2012/Just-in-time/
  25. 25. ‘Just in time’ informationIn Australia...55% accessed maps/location/traffic 34% use mobile search daily 39% restaurant or cafe infoAustralian Mobile Phone Lifestyle Index, 2011. http://www.aimia.com.au/ampli
  26. 26. What does it mean for payments?http://www.flickr.com/photos/martinhoward/2709364519
  27. 27. What does it mean for payments?
  28. 28. What does it mean for payments?http://www.flickr.com/photos/deerkoski/7178643521
  29. 29. 20-25% of GDP paid via SMShttp://collections.europarchive.org/tna/20081202180014/
  30. 30. What does it mean for retail?50% of smartphone owners usetheir device in-store to helpmake purchasing decisions
  31. 31. ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
  32. 32. What does success look like?2007 A dedicated mobile website2010 Native iOS and Android apps2012 Integrated mobile experience2014 ???
  33. 33. Post-mobile worldIntegrated with life Opportunistic interactions Everything is ‘smart’ and all things are connectedhttp://g.co/projectglass
  34. 34. Remember the first10 years of radio?
  35. 35. Remember the first 10 years of television?http://en.wikipedia.org/wiki/Television
  36. 36. Remember the first 10 years of the web?http://www.icehousedesigns.com/webarchive/images/flshbk_COLLAGE2.gif
  37. 37. We’ve been saying ‘do less’ (on mobile) for a long time‘Graceful Degradation’‘Content or feature discrimination’Big assumptions about customer needs
  38. 38. An example from banking ‘full version’ mobile versionContentProduct info ★ ★Exchange rates ★Interest rates ★Product disclosure statements ★Forms & documents ★Featurescheck account balance ★ ★transfer funds ★ ★pay a bill with BPAY ★ ★schedule a future transfer ★Change daily limits ★Update mailing address ★
  39. 39. Customers want to do more on mobile Mobile Internet Users Desktop Internet Users Mobile Majority is very close 2007 2008 2009 2010 2011 2012 2013 2014 2015Morgan Stanley Associates Internet Trends (2010)
  40. 40. A good start...‘Progressive Enhancement’Mobile first, content firstFeature parity
  41. 41. An example ‘full version’ mobile versionContentYour bags ★ ★People ★ ★Notifications ★ ★Blog ★ ★Help ★ ★FeaturesCreate a new bag ★ ★Edit existing bag ★ ★Explore ★ ★Search Bagcheck ★ ★Create new discussion ★ ★Comment ★ ★
  42. 42. What if that version of the unicorn isn’t helpful for me right now?Adaptation (usually) only dealswith the interface not the contenthttp://commons.wikimedia.org/wiki/File:Jednoro%C5%BCec.svg
  43. 43. Responsive contentAdapt content as well as features Portability and consistency Create Once, Publish Everywherehttp://www.flickr.com/photos/tomazstolfa/4845875443/
  44. 44. An examplebrowse, discover and decide Ingredients list Step-by-step cooking instructions
  45. 45. Seamless experiencesCustomers choose when and howthey interact with your brandMake it easy for them
  46. 46. Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
  47. 47. AirBNB: getting it wrong.http://www.flickr.com/photos/thewolf/5812767917
  48. 48. REA: Getting it right.‘Name of referenced work’, Author/source/URL, date.
  49. 49. ‘Name of referenced work’, Author/source/URL, date.
  50. 50. ‘Name of referenced work’, Author/source/URL, date.
  51. 51. Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
  52. 52. An ecosystem of screens and physical interfaces
  53. 53. Consumers expect acontinuous experience
  54. 54. Call Centre Retail Legacy Thing Message Hub Database Mainframe Some expensive and proprietary system‘Name of referenced work’, Author/source/URL, date.
  55. 55. ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
  56. 56. Different mobile platforms
  57. 57. Native or Web?
  58. 58. Native or Web? In the app storeObjective C and Java Lowest barrier to a great experience
  59. 59. Native or Web?Distribute throughthe browserHTML, CSS, JavascriptSome reuse across platforms
  60. 60. or
  61. 61. Instagram Jump-in The Guardian Democracy Now! NATIVE HYBRID WEB LinkedIn Facebook BBC Olympics using PhoneGap
  62. 62. How should you build your app? User Experience Platform Coveragehttp://www.flickr.com/photos/raeallen/200891658
  63. 63. User Experience Platform Coverage
  64. 64. User Experience Laser Platform Coverage
  65. 65. User Experience Cover your bases Platform Coverage
  66. 66. Don’t lock yourself into doing everything natively or everything using the weband
  67. 67. Sharing between platformsShared logic using JavascriptShared presentation using HTML/CSS
  68. 68. User Interface Client LogiciPhone Objective C Objective CMobile Web HTML / CSS JavascriptWhat would we do differently?
  69. 69. User Interface Client Logic Calatrava Objective C Objective C HTML / CSS JavascriptA bridge between native and web
  70. 70. CalatravaTechnology choice per feature More an approach than a framework Will soon be open sourcehttp://en.wikipedia.org/wiki/Puente_del_Alamillo
  71. 71. But the app is just the tip of the iceberg
  72. 72. App Backend
  73. 73. App API Backend
  74. 74. How do we build simpler apps and smarter backends? App API BackendProduct-aligned teamsRESTful web servicesServing data and style
  75. 75. ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
  76. 76. Focus on customer behaviour before technology
  77. 77. Do more, not less for mobile
  78. 78. Break large systems into smaller,faster moving components so youcan better respond to change
  79. 79. Whatever you do, use short iterations, measure and learn quickly.
  80. 80. “Nulla facilisi. Phasellus mollis nibh eget Thank youtortor cursus congue. Vivamus velit tortor,sodales sed feugiat in, gravida eu turpis. Jonny Schneider Stewart GleadowPellentesque quis neque at libero malesuada jschneid@thoughtworks.com sgleadow@thoughtworks.comtincidunt a in risus. Maecenas.” @jonnyschneider @stewgleadow 0418 690 519 0421 634 361 A. Person, 2011‘Name of referenced work’, Author/source/URL, date.
  81. 81. Tell us what you think Thank you feedback.thoughtworks.com http://bit.ly/qtbtw Join Martin Fowler and Stewart Gleadow at Swipe Conference 15% discount for friends of ThoughtWorks email info@swipe.net.au  with ’15% TW discount’ in subject line to redeem offer‘Name of referenced work’, Author/source/URL, date.

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