2010 Mobile Trends, Mobile Development Strategy, Mobile User Experience - Realcommerce consulting
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This document is a presentation in Hebrew given by Shay Rosen on mobile trends and innovations for 2010. The presentation covers the growth of the mobile market and shift to smartphones, the rise of mobile apps and activities like social networking and shopping on mobile. It discusses questions around developing for mobile like whether to use native, browser-based or hybrid apps. It also provides guidelines for optimal mobile user experience, emphasizing clear purpose and intuitive use of standard interfaces.
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2010 Mobile Trends, Mobile Development Strategy, Mobile User Experience - Realcommerce consulting
- 1. סמינר מובייל לקופת חולים מכבי 2011 ינואר שי רוזן shayr@realcommerce.co.il Shay Rosen’s Work, Copyright 2010
- 2. Shay Rosen Senior Consultant, Realcommerce Shayr@realcommerce.co.il http://il.linkedin.com/in/shayrosen http://www.facebook.com/shayrs M: 052-5118539 Shay Rosen’s Work, Copyright 2010
- 3. The 2 nd Digital Tsunami Mobile Trends and innovations – 2010 Shay Rosen shayr@realcommerce.co.il Shay Rosen’s Work, Copyright 2010
- 4. Contents • Day 1 – The 2nd Digital Tsunami– Mobile – Key Questions in Mobile development – Mobile User experience • Day 2 – mHealth – A New world of Health Services – Mobile Development Introduction Shay Rosen’s Work, Copyright 2010
- 5. Tsunami Indication (1) Shay Rosen’s Work, Copyright 2010
- 6. Tsunami Indication (2) • Global mobile penetration – 5bn Users • Global mobile Internet – 0.8-1bn • Fixed Internet users – 1.4bn Mobile Internet will Surpass Fixed Internet Access in 2015 Shay Rosen’s Work, Copyright 2010 Sources: U.N. telecommunications agency
- 7. Shay Rosen’s Work, Copyright 2010
- 8. Tsunami Indication (3) • Smartphone sales – 20%-30% CAGR 1.5bn -2bn units will be sold in the next 5 years • Smartphones dominant mobile data usage 2010 2011 2012 2013 2014 2015 Mobile Internet 84M 100M 113M 128M 145M 158M users via handsets Smartphone traffic as % of 79% 90% 95% 97% 98% 98% handset traffic Feature phone traffic as % of 21% 10% 5% 3% 2% 2% handset traffic Shay Rosen’s Work, Copyright 2010 Sources: Coda Research Consultancy, 03/201 0
- 9. Tsunami Indication (3) • Mobile data usage Growth – 5 year forecast 700% growth per user - ~1GB per user per month 4000% mobile data consumption growth in the US Shay Rosen’s Work, Copyright 2010 Sources: Informa Telecoms, 11/2010, Coda Research Consultancy, 03/2010
- 10. Tsunami Indication (4) App sales - >7bn downloads on iPhone Shay Rosen’s Work, Copyright 2010 Sources: Data aggregated from Apple PR
- 11. The Mobile User Shay Rosen’s Work, Copyright 2010
- 12. Apps, apps, apps • 50% of mobile data from smartphones is consumed by apps • 7bn downloads on apple appstore to date • “There’s an app for that” Shay Rosen’s Work, Copyright 2010 Sources: Zokem mobile insights statistics, 2010
- 13. Social Networks • 200M users access facebook from their mobile device (300% yearly growth) • Up 50% in less than 6 months • Expected to catch up with Desktop users in the next year • (Privacy!!) Shay Rosen’s Work, Copyright 2010 Sources: Facebook PR
- 14. Location • Foursquare - ~4MM users world wide • Gowalla - ~1M • Facebook places • Facebook Deals • (Privacy!!) Shay Rosen’s Work, Copyright 2010
- 15. Video • 95MM users expected to watch video on their mobile device in 2015 • Switch from “Snacking” to Full Episodes • Use of Tablets expected to strengthen trend • Israel might be slightly different because of local differences Shay Rosen’s Work, Copyright 2010 Sources: Coda Research Consultancy, 03/201 0
- 16. Shopping • US - 600% Growth since 2008 • eBay 1.5Bn$ Sales in 2010 • ShopSavvy In Store Price Comparison • Mobile coupons Shay Rosen’s Work, Copyright 2010 Sources: ABI Research, 02/201 0, ebay PR
- 17. Advertising • (Very) High response rate! • Location Based • Personalized • Local search • Reach media • (Privacy!!) Shay Rosen’s Work, Copyright 2010
- 18. Payments • In app payments • Paypal • Peer to peer Square • NFC • FaceCash • Qpay Shay Rosen’s Work, Copyright 2010
- 19. Banking • Check Account Balance • Perform account related transaction • Money Transfer • Trade • SMS – Very common • Apps - growing Shay Rosen’s Work, Copyright 2010
- 20. Everything goes mobile Shay Rosen’s Work, Copyright 2010
- 21. The Mobile User Willing to pay for Always quality products connected (Spreads the word) Highly engaged, willing to try Responsive to anything targeted, relevant ads Impatient 0 tolerance Concerned about Privacy Shay Rosen’s Work, Copyright 2010
- 22. The Value Chain is Mature Consumer Device Publisher Advertising Networks Merchants Payment mean Transaction Shay Rosen’s Work, Copyright 2010
- 23. Devices, OS and Platforms Shay Rosen’s Work, Copyright 2010
- 24. iPhonization iPhone4 Samsung Blackberry Motorola Samsung Nokia N8 Wave Torch Defy Wave (Android) (Android) S8500 (Bada) Windows phone 7 Shay Rosen’s Work, Copyright 2010
- 25. OS Battle Shay Rosen’s Work, Copyright 2010
- 26. Fragmentation Shay Rosen’s Work, Copyright 2010
- 27. Multiple Devices Shay Rosen’s Work, Copyright 2010
- 28. What next? Shay Rosen’s Work, Copyright 2010
- 29. Shay Rosen’s Work, Copyright 2010
- 30. Mobile development Key Questions Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 31. Contents • Native app Vs. Browser based • Feature Phone support • iPhone only? • Device adaptation platform • What is the project cost Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 32. Native app • Advantages: – Best UI – Full access to device functions – Richer functionality – Presence on MarketPlace • Disadvantages – Develop for each platform – Must get approved by vendor – Needs re-distribution for each update Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 33. Native app – rich information Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 34. Native app – Best UI Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 35. Browser Based • Advantages: – Cross Platform – Content freedom – No need of certification – Real time control – Familiar UI • Disadvantages – Limited access to hardware – No MarketPlace presence – Less Rich UI Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 36. HTML 5 Browser app Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 37. Hybrid app • Advantages: – Full access to device functions – Cheaper development & Maintenance – Less Updates needed – Enhanced Real time control – MarketPlace Presence • Disadvantages – Develop for each platform – Must get certified by vendor – Might be difficult to get approved Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 38. SO?? Native? Browser Based? Hybrid? What’s Best? Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 39. It Depends… Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 40. Exapmles: • Navigation app that includes camera use, Breaking news and gyroscope Native • Internal Information app Browser Based • Customer information app, basic input Hybrid Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 41. Most of my clients own feature phone… Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 42. Do I need to develop a feature phone version? • Smartphone account for the vast majority of app usage • Feature phone users rarely use apps • Fragmentation makes adaptation Extremely expensive • Adaptation results in bad UI • In most of the cases – ROI will be negative Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 43. So Which Platforms should I target? Luckily, We are in Israel • iPhone, Android Are the must have’s • Blackberry - if you are targeting high ends (Or your company management) • Symbian - only in special cases • You might want to consider the iPad Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 44. Should I buy a device adaptation platform? Do Consider: • The platform degrades the User experience on all devices • In most of the cases, feature phone owners would not use your app • Usually device adaptation is not really “Fully automated” Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 45. What is the expected project cost? In Israel most of the project Run between $10,000- $100,000 Shay Rosen’s Work, Copyright 2010 Naor Mann’s Work, Copyright 2010
- 46. Mobile apps UI Survival guide Shay Rosen’s Work, Copyright 2010
- 47. Contents • Some Data • Why do it anyway? • Mobile apps UI best practice • Some thoughts about planning • Post development activities • It’s worth it! Shay Rosen’s Work, Copyright 2010
- 48. iPhone Usage Habits • 75% fall asleep with their iPhone • 69%: it’s more likely I forget my wallet at home than my iPhone • 34%: I’m addicted • 74% think iPhone makes them more organised • 54% think iPhone improves their productivity • 74% think iPhone make them “Cooler” Iphone users treat the the iPhone as an extention of their body and personality! Shay Rosen’s Work, Copyright 2010 Sources: Stanford University Survey 03/2010
- 49. iPhone Users • Age – 20-50 Years Old • Average – 37 years old • 55% male • Income- Higher than average • Highly engaged • Experienced • Intolerant Shay Rosen’s Work, Copyright 2010 Sources: Admob mobile Metrics survey 01/2010
- 50. iPhone apps • Average 10 Downloads per user per month • 60 apps installed on iPhone at any given time • Only 10 are in use • Average app daily usage time: Less than 5 minutes per app • 80% of apps are dropped on first month • Over 250,000 apps available • Over 7bn downloads to date No More “Farts” please. We are looking for true value even if it’s free Shay Rosen’s Work, Copyright 2010 Sources: Admob mobile Metrics 2010
- 51. Shay Rosen’s Work, Copyright 2010
- 52. Can we afford not to be there? Shay Rosen’s Work, Copyright 2010
- 53. Can we afford not to be there? Shay Rosen’s Work, Copyright 2010
- 54. The 4 C’s - Golden Rules for best mobile UX •Clear •Context •Conventional •Connected Shay Rosen’s Work, Copyright 2010
- 55. Clear (1) What does this app do? (Only one thing) Shay Rosen’s Work, Copyright 2010
- 56. Clear (2) How do I use it? Shay Rosen’s Work, Copyright 2010
- 57. Context (1) Who will be using my app? Shay Rosen’s Work, Copyright 2010
- 58. Context (2) On which circumstances? • At night • While driving • While running • in class Shay Rosen’s Work, Copyright 2010
- 59. Conventional • Do not change familiar UI • Do not teach the user • Small details are important • Consistent • Keep state Shay Rosen’s Work, Copyright 2010
- 60. Connected • To my Brand • To the web site and other channels • To the user’s social life Shay Rosen’s Work, Copyright 2010
- 61. A winner app • Clear Goal • Intuitive • Designed for right circumstances • Standard UI • Connected to brand and channels • Connected to user’s social world Shay Rosen’s Work, Copyright 2010
- 62. Thoughts about planning • Buy an iPhone • Use it a lot, downloads all the apps you can, get adicted • Ask the right questions: • Who are my users? • When and where will they use my app • Am I providing real value? • Can the user achieve her goal in less the 3 minutes? • Is the app simple enough to understand? • Sketch a lot • Try it on the “Dumb user” • listen • Think again • Do not compromise Shay Rosen’s Work, Copyright 2010
- 63. Post Development tasks • The project is not over • Be findable • Push your app in all channels • Listen to feedback • Get better • Listen again • Get even better Shay Rosen’s Work, Copyright 2010
- 64. It’s worth it! Angry Birds 17.5M Downloads •ShopSavvy – 80K >$6.5M Revenue downlosds a day •Red laser – 2M Downloads Brand apps eBay Zippo Virtual lighter $600M Sales in 2009 >10M Downloads Expecting $1.5B in 2010 Shay Rosen’s Work, Copyright 2010
- 65. Wrap up • Mobile revolution and Hockey sticks • Apps, SN, Video, Shopping, Payments, Advertising… • Native app, Browser Based, Hybrid • Feature Phone Challenge • Device adaptation platform •User experience • Clear – What and How • Context – Who, Where, When, Which circumstances • Conventional – Standard UI • Connected – Brand, Web, Social World Shay Rosen’s Work, Copyright 2010
- 66. Thanks! Shay Rosen’s Work, Copyright 2010