Presenter: Victor Arroyo (victor.arroyo@gmail.com)




                                                     © Victor Arroyo 2011
Android Fragmentation
        A valid concern?
                  © Victor Arroyo 2011
Ecosystem
            © Victor Arroyo 2011
47 Market sectors, 800+ companies
Source: Mobile Atlas 2010                        © Victor Arroyo 2011
Developers



                                                                   Platforms

                                     Users
                                                                                                Manufacturers


                                                  Other                      Carriers

                     Mobile development ecosystem
Source: Messerschmitt and Clemens. Software Ecosystem: Understanding an Indispensable Technology and Industry © Victor Arroyo 2011
World telecom services market

       1,500 b$



       1,125 b$
                                                                  Mobile data/Internet
                                                                  Mobile Services
          750 b$                                                  Fixed Telephony/Internet



          375 b$



            0 b$
                2006              2007    2008     2009    2010



                                      Growing ecosystem
Source: iDate Consulting & Research                                         © Victor Arroyo 2011
ARTICSTARTUP
  Social Networking
                                                                                      Mobile
  
 
   ConnectedDay -communities for daycare centers
                                                                                      
 
   Blyk -free mobile phone network
  
 
   ENCA -Coin collecting social network
                                                                                      
 
   HappyWakeUp -Smart alarm clock on mobile phone
  
 
   Muxlim -Muslim Online Community
                                                                                      
 
   JoikuSpot -Turns your phone to a mobile WLAN HotSpot
  
 
   Petsie -Social Networking for pets
                                                                                      
 
   Kuneri -Mobile software based on Flash Lite
  
 
   Xiha Life -Multilingual social network
                                                                                      
 
   Senseg -Touch interface technology
  
 
   White Vector -Social media monitoring
                                                                                      
 
   Whatamap -Mobilize your maps
  Crowdsrourcing
                                                                                      Personal tools
  
 
   Wreck A Movie -The future of film
                                                                                      
 
   NewsToScreen -News and ads delivered via a screensaver
  Creating and sharing media
                                                                                      
 
   One did it -Test your consumption of natural resources
  
 
   Comex.com -Create & share funny picture messages in web or using your
                                                                                      
 
   Scred -Community-oriented cost balancing tool
        mobile phone
                                                                                      
 
   SoftColor -Online image processing
  
 
   Floobs -Build you own online tv-channel
                                                                                      
 
   WOT -Free web security browser add-on
  
 
   Innofile -Online file transfer service
                                                                                      Business tools
  
 
   Mahshelf -YouTube for comics/books
                                                                                      
 
   Lumo Flow -Social Workspaces
  
 
   Moogo -Easy creation of web sites. By Ideakone
                                                                                      
 
   Numcore -Online monitoring and controlling instruments for the process
  
 
   MySites -Online desktop for multimedia
                                                                                            industry
  E-commmerce
                                                                                      
 
   Oindex -Public listing of web sites’ analytics data
  
 
   Fruugo -Trusted 3rd party of E-Business
                                                                                      
 
   Rate Cards -Helps online and print publishers and advertisers find each other
  
 
   Leads House -Sales leads community
                                                                                      Development services
  
 
   MyCashFlow -Easy to use web shop software
                                                                                      
 
   HammerKit -Web-based development platform
  
 
   Norfello -E-invoicing (laskulle.fi) and web-based sending of letters
                                                                                      
 
   nCore -Embedded localisation and user interface products
        (postita.fi)
                                                                                      
 
   VerticeTree -Innovative platforms and applications for the internet and mobile
  
 
   Timalaya -Social shopping space. By Gemilo
                                                                                            devices
  Gaming
                                                                                      
 
   Zipipop -Develops web-based services for making everyday life easier.
  
 
   Apprix -Edugaming
                                                                                      Social recommendation services
  
 
   CMAX.gg -Online Game Server Exchange
                                                                                      
 
   Eat.fi -Find and rate open restaurants near you
  
 
   EveryPlay -Stealth social Gaming startup
                                                                                      
 
   RunToShop -Social recommendation service
  
 
   HappyWise -Educational and serious games
                                                                                      
 
   These Are My Brands -In stealth. By Kisko Labs
  
 
   Ironstar Helsinki -Developer of cross-platform social games, such as MoiPal
                                                                                      Social Networking, Travel
  
 
   Mobile Advertising Solutions, MAS -Advertising on mobile games
                                                                                      
 
   Dopplr – Share your business travel plans
  
 
   Tweehouse – social gaming solutions for large brands
                                                                                      
 
   Tripsay -Travel information organizer




             Successful telecom startups in Finland
Source: FORA Research Institute                                                                                                                      © Victor Arroyo 2011
Bu
        ym
    no
      w! e




8     © Victor Arroyo 2011
Fragmentation




9              © Victor Arroyo 2011
“We’re working o
                                                                                            n Questions, an
                                                                         Questions for the                   d it’s like OK. S
                                                                                            web, then we buil                    o we build
                                                                         then we build the                    d the “m” site for
                                                                                            Touch HTML5 ve                       Questions,
                                                                         build the iPhone                    rsion of questions
                                                                                            version of Questi                     . Then we
                                                                        version, and the                      ons, and then th
                                                                                          n maybe.. (Elliot                       e Android
                                                                        iPad stuff. And th                  Schrage: iPad…)
                                                                                           en we don’t work                      Right, the
                                                                        bunch of people                     on a RIM version
                                                                                           are pissed becau                     and then a
                                                                        phone.                              se it’s not availa
                                                                                                                               ble on their
                                                                   It’s kind of a dis
                                                                                        aster right now.
                                                                   that this stuff goe                      I really hope that
                                                                                        s in is one where                            the direction
                                                                                                            there’s more of a
                                                                                                                                     standard”
                                                                     nch of
                                           announced the lau
                                                                                                                     Mark Zuckerberg
                                                                                                                                      , Facebook CEO
                          mmission has
     “The European Co                 obile software an
                                                              d services,
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                          uality, Intero                            a better
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                                                                will jus



                          Comments from “the big ones”
10                                                                                                                                  © Victor Arroyo 2011
the History of
      Mobile Application
      development
     “From ringtones to platforms”




How did this all started?
                                     © Victor Arroyo 2011
Mobile user before 1983
                          © Victor Arroyo 2011
1983 - Motorola DynaTAC 8000x
Source: Wikipedia                                   © Victor Arroyo 2011
1993 - Connections: AT&T’s Vision of the Future
                                         © Victor Arroyo 2011
1997 - Wireless Access Protocol
                                  © Victor Arroyo 2011
1997 - Wireless Access Protocol
                                  © Victor Arroyo 2011
1997 - Wireless Access Protocol
                                  © Victor Arroyo 2011
Moore’s law: customization era
                                 © Victor Arroyo 2011
Windows Mobile     Palm      3rd party developers




       New players: Concept of SDK
                                          © Victor Arroyo 2011
API, SDK and OS to 3rd party developers
                                    © Victor Arroyo 2011
We want to participate...
                                   Market segments
  Active users
                  Twitter gurus
                                           Number of activation
                                                                s

  Industry trends
                     Quarter results                            nt
                                             Strategic manageme

        t share
  Marke
                                     ogs
                  Consultants and bl




...but it is hard to make a selection
                                                                     © Victor Arroyo 2011
U.V.D
User Voting Device




                     © Victor Arroyo 2011
U.V.D
User Voting Device




                     © Victor Arroyo 2011
Active users
 Market segments




                         =
 Twitter gurus
 Industry trends
 Number of activations
 Market share
 Quarter results
 Consultants and blogs
 Strategic management




Target: Maximize the number of potential users
                                        © Victor Arroyo 2011
160 million devices available
Source: Canalsys                                   © Victor Arroyo 2011
2.5 million devices available
Source: Canalsys                                   © Victor Arroyo 2011
100 million devices available
Source: Canalsys                                   © Victor Arroyo 2011
100+ devices run Android
Source: Android Developers                              © Victor Arroyo 2011
however...
             © Victor Arroyo 2011
Acer Inc                   beTouch E110                           1.5                2.8", 240x320 (QVGA, portrait mode)
                                                                                                                                                                 VS740 Ally,
         Acer Inc                 Liquid A1 (S100)                         1.6                3.5", 480x800 (WGA, portrait mode)                LG Group           Aloha                                2.1            3.2", 480x800 (WVGA, portrait mode),
         Acer Inc                      Liquid E                            2.1                3.5", 480x800 (WGA, portrait mode)                LG Group      KU9500 Optimus Z                          2.1   3.5", 480x800 (WVGA, portrait mode), AMOLED
         Acer Inc                  Liquid E Ferrari                        2.1                3.5", 480x800 (WGA, portrait mode)                 Meizu            Meizu M9                              2.2                       3.5", 640x960 326dpi
         Acer Inc                Liquid Stream S110              2.1 with update to 2.2             3.7 inch AMOLED WVGA                        Motorola           Charm                                2.1               2.8", 240x320 (QVGA, portrait mod
           Alcatel                                                                                                                                                 Quench,
     (TCL Corporation)                OT-980                              2.1                 2.8", 240x320 (QVGA, portrait mode)                                  CLIQ XT,
  Bluelans Communication           Sciphone N19                           1.5                 2.8", 240x320 (QVGA, portrait mode)               Motorola        Motorola MB501                          1.5
  Bluelans Communication           SciPhone N21                           1.6                 3", 240x400 (WQVGA, portrait mode)                                                                   2.0-2.2[51]
                                                                                                                                                Motorola           Milestone                                         3.7", 480x854 (FWVGA, portrait mode),
       Cherry Mobile                Magnum HD                             2.2                        4.1" (WVGA, 480x800)
                                                                                                                                                Motorola            Droid X                             2.2          4.3", 480x854 (FWVGA, portrait mode),
       Cherry Mobile                   Nova                               2.1                                 3.2"
                                                                                                                                                                    Droid 2,
           CSL                     CSL Spice[15]                          1.6     3.2", 240x640 (HVGA, portrait mode), capacitive touchscreen   Motorola      Milestone 2[52]                        2.2               3.7", 480x854 (FWVGA, portrait mo
                                     Dell Mini 3,                                                                                               Motorola          Droid Pro 5 megapixel auto-focus camera, 3.1-inch display, 1 GHz processor—and a dual-
                                                                                                                                                                                                     2.2
          Dell                         Mini 3i                            1.5                   3.5", 360x640 (nHD, portrait mode)
                                                                                                                                                Motorola          Motorola i1                        1.5                3.1", 240x320 (QVGA, portrait mod
         Garmin                     Garminfone                            1.6                  3.5", 320x480 (HVGA, portrait mode)
                                                                                                                                                                     Backflip,
       GeeksPhone                GeeksPhone One                           1.6                         3.2", 320×240 (WQVGA)                     Motorola      1.5 (2.1 released Nov 9 2010 as a download to computer - at&t only - no Over-The_Air yet)
                                                                                                                                                                Motorola MB300
      General Mobile       General Mobile DSTL1 Imaginary                 1.6
                                                                                                                                                                    Backflip,
       Highscreen                     PP5420                                                                                                    Motorola        Motorola ME600                   1.5 with Motoblur
          HKC                        HKC Pearl                                                                                                  Motorola             Devour                      1.6 with Motoblur
          HKC                    HKC Imobile v413                                                                                               Motorola        Milestone XT701                         2.1
     HTC Corporation                  HTC Aria                  2.1 with HTC Sense UI          3.2", 320x480 (HVGA, portrait mode)              Motorola         MOTO MT710                      OPhone OS 1.5
     HTC Corporation                HTC Desire                2.1/2.2 with HTC Sense UI        3.7", 480x800 (WGA, portrait mode)               Motorola        XT720, Motoroi                          2.1
                                    HTC Dream,                                                                                                  Motorola             XT800                               2
                                    T-Mobile G1,
                                                                                                                                                                    CLIQ,
     HTC Corporation                  Era G1                        1.0 through 2.1            3.2", 320x480 (HVGA, portrait mode)
                                                                                                                                                Motorola            DEXT                  1.5 with Motoblur (2.1 in the US)3.1", 320x480 (HVGA, portrait mod
                                    HTC Hero,                                                                                                   Motorola         Motorola Defy                          2.1                           3.7" 480 x 854
                                  HTC Droid Eris,
                                                                                                                                                Motorola        Motorola Flipout                        2.1                           2.8" 320 x 240
     HTC Corporation             T-Mobile G2 Touch            1.5, 2.1 with HTC Sense UI       3.2", 320x480 (HVGA, portrait mode)
     HTC Corporation              Droid Incredible            2.1-2.2 with HTC Sense UI 480x800 (WGA, portrait mode), AMOLED or SLCD
                                                                                   3.7",                                                                             A980,
                                                                                                                                               Nexian               Journey                                                 3.2", 320x480 (HVGA, portrait mod
     HTC Corporation               HTC Legend                           2.1-2.2        3.2", 320x480 (HVGA, portrait mode), AMOLED
                                                                                                                                               Pantech             Sky Sirius                  2.1 (upgradable to 2.2)      3.7", 480x800 (WVGA, portrait mod



                                                                                                                                                                                                               2.x
                                    HTC Magic,                                                                                                 Pantech              Sky Izar                             2.1                3.7", 480x800 (WVGA, portrait mod
                                   HTC Sapphire,                                                                                               Pantech             Sky Vega                    2.1 (upgradable to 2.2)3.7", 480x800 (WVGA AMOLED, portrait
                               T-Mobile myTouch 3G,
     HTC Corporation              docomo HT-03A                      1.5-1.6 2.2.1             3.2", 320x480 (HVGA, portrait mode)             Pantech            Sky Mirach                             2.2                3.5", 480x800 (WVGA, portrait mod
                                                                                                                                               Pantech          Sky VegaXpress                           2.2                4.0", 480x800 (WVGA, portrait mod
     HTC Corporation                HTC Tattoo                         1.6[34]                2.8", 240x320 (QVGA, portrait mode)
                                                                                                                                                 Qigi                  i6
     HTC Corporation               HTC Evo 4G                   2.2 with HTC Sense UI      4.3", 480x800 (WGA, portrait mode), 217ppi
                                                                                                                                            Samsung Group          Behold II                     1.6 with Touchwiz 3.2", 320x480 (HVGA, portrait mode), AM
     HTC Corporation             Google Nexus One                      02/02/01            3.7", 480x800 (WGA, portrait mode), 252ppi
                                                                                                                                            Samsung Group        i7500 Galaxy                            1.6       3.2", 320x480 (HVGA, portrait mode), AM
                                    Desire HD,
                                                                                                                                            Samsung Group        M900 Moment                          1.5, 2.1
     HTC Corporation            T-Mobile myTouch 4G                2.2 with Sense 2        4.3", 480x800 (WVGA, portrait mode), 252ppi
                                                                                                                                                                                                                               240 x 320 px (QVGA), 2.8
                                    Desire Z,
                                                                                                                                            Samsung Group            i5500                              2.1                    Touch Screen Capacitive
     HTC Corporation               T-Mobile G2                             2.2               3.7" SuperLCD 800x480 WVGA
     HTC Corporation             myTouch 3G Slide           2.1 with HTC Espresso Sense UI 3.4", 320x480 (HVGA, portrait mode)              Samsung Group       i5700 Spica[74]                     1.6, 2.1[75]      3.2", 320x480 (HVGA, portrait mode), 1
     HTC Corporation               HTC Wildfire                2.1/2.2 with HTC Sense UI   3.2", 240x320 (QVGA, portrait mode)              Samsung Group         i5800 Teos                            2.1            3.2" TFT, 240x400 (WQVGA, portrait m
                                   T-Mobile Pulse,                                                                                          Samsung Group          Galaxy A                             2.1               3.2", 320x480 (HVGA, portrait mod
                                       U8220
         Huawei                       CHT8000                   1.5 (2.1 beta)[40]                                                                              i9000 Galaxy S,
                                                                                                                                                                AT&T Captivate,
         Huawei                        U8230                              1.5                                                                                   T-Mobile Vibrant,
         Huawei                       Ascend                              2.1                    3.5" HVGA capacitive touchscreen                              Verizon Fascinate,
         i-Mobile                     5800 3G                                              3.2", 480x800 (WQVGA, portrait mode), TFT        Samsung Group        Sprint Epic 4G        2.1 with Touchwiz 3.0, 2.2 with update. (WVGA, portrait mode), Supe
                                                                                                                                                                                                                  4.0", 480x800
         i-Mobile                       6010                                                3.2", 320x480 (HVGA, portrait mode), TFT        Samsung Group      Google Nexus S                           2.3                 4.0" SuperAMOLED [82]
         i-Mobile                       i810                    1.6 (upgradable to 2.1)     3.2", 480x800 (WVGA, portrait mode), TFT        Samsung Group      Samsung Acclaim                          2.1                       3.2", HVGA 320x480
         i-Mobile                       i858                              2.1               4.3", 480x800 (WVGA, portrait mode), TFT
                                                                                                                                                                M910 Intercept,
    Kogan Technologies           Agora standard/Pro                        1               2.5", 240x320 (QVGA, portrait mode), 160ppi
                                                                                                                                     Samsung Group            Samsung Moment II                         2.1           3.0" TFT, 240x400 (WQVGA, portrait m
                                                                                                                                      Sony Ericsson             Xperia X10 Mini                       1.6/2.1 2.55" 16M-color 240x320(QVGA) TFT capacitiv
                                                                                                       3.5" WVGA,                     Sony Ericsson         Sony Ericsson Xperia Arc                    2.3           4.2" Capacitive Touchscreen, 480X854
      Kyocera/Sanyo             Zio SCP-8600/M6000           1.6 (user-upgradeable to 2.1 *) 480x800 capacitive touchscreen



                                                     100+ devices run Android
                                                                                                                                      Sony Ericsson           Xperia X10 Mini Pro                     1.6/2.1    2.55" Capacitive Touchscreen, 240X320 (Q
         Lenovo                       OPhone
                                                                                                                                      Sony Ericsson               Xperia X10                          1.6/2.1         4.0", 480x854 (FWVGA, portrait mode)
         Lenovo                       LePhone                       AMOLED Touchscreen 3.7 inches (94 mm) WVGA (800x480)Touchscreen Type: Capacitive
                                                                           2.1
                                                                                                                                      Sony Ericsson                Xperia X8                          1.6/2.1                  3.0" Touchscreen, 320X480
                                    GW620 Eve,                                                                                             Vibo                      A688                               1.6            3.2", 320x480 (HVGA, portrait mode),
        LG Group                   GW620 Linkme                            1.5
                                  GT540 Optimus,                                                                                                                                                                              8cms (3.2") Multi-touch TFT
        LG Group                    GT540 Swift                  1.6, upgradable to 2.1                                                                                                                                           Capacitive screen
        LG Group                  KH5200 Andro-1                          1.6             3.0", 320x480 (HVGA, portrait mode), LCD                                                                                          480x320 pixel screen with 262K
                                                                                                                                                Videocon             V7500                            2.1                               Colour
        LG Group                  LS670 Optimus S                         2.2           3.2", 320x480 (HVGA, portrait mode), TFT LCD
                                                                                                                                                 Huawei               Joy                         71mm2.1
                                                                                                                                                                                                       (2.8") resistive touchscreen, 240x320 resolution, 24
Source: Wikipedia
        LG Group
        LG Group
                                 LU2300 Optimus Q
                                   P509 Optimus T
                                                                          1.6
                                                                          2.2
                                                                                          3.5", 480x800 (WVGA, portrait mode), LCD
                                                                                        3.2", 320x480 (HVGA, portrait mode), TFT LCD
                                                                                                                                                  ZTE                Blade                            2.1     3.5" 480x800 (WVGA) Arroyomultitouch O
                                                                                                                                                                                                                      © Victor capacitive 2011
Devices entering the Android Market




                                 0.8%
                                   3.9%
                                            6.3%

                                                           Android 1.5 (API Level 3)
                                                           Android 1.6 (API Level 4)
                                                           Android 2.1 (API Level 7)
                                                   31.4%   Android 2.2 (API Level 8)
                                                           Android 2.3 (API Level 9)
             57.6%




                   Concurrent versions of Android
Source: Android Developers, February 2011                                 © Victor Arroyo 2011
InMarket




Several Android markets
                          © Victor Arroyo 2011
“Android is growing, but it’s also growing
                                                                                complexity at the same time. Device
                                                                             fragmentation not the issue, but rather
                                                                                the fragmentation of the ecosystem”
                                                                                                Peter Vesterbacka, developer




      Fragmentation effect: Game performance
Source: http://www.angrybirdsworld.com/2010/12/30/angry-birds-exec-calls-android-too-complex/               © Victor Arroyo 2011
“We live to get Netflix on new devices, so
                                                                   the current lack of an Android-generic
                                                                    approach to quickly get to all Android
                                                                                     devices is frustrating”
                                                                                   Greg Peters, product developer




   Fragmentation effect: Slow platform support
Source: http://blog.netflix.com/2010/11/netflix-on-android.html                                    © Victor Arroyo 2011
Web traffic per device (Android only)



                                   4% 3%             Other
                              4%
                       4%                            Droid
                                           28%       Sprint HTC Evo
                     4%
                                                     Droid X
                   5%                                HTC Incredible
                                                     Samsung Vibrant
                   7%                                Droid 2
                                                     HTC Ally
                        10%                          T-Mobile MyTouch 3G
                                           19%       HTC Droid Eris
                                    12%              HTC Hero




              Fragmentation effect: Web designer
Source: Android Developers                                       © Victor Arroyo 2011
Effort per skill in a single project




                         24%                   22%
                                                          Other
                                                          Translation
                                                          Admin
                                                     8%   Marketing
                                                          Graphic Design
                      11%
                                                          Writing
                                                 9%       Software development

                               15%       11%




  Custom solutions: Impact on the project cost
Source: donanza                                                          © Victor Arroyo 2011
Lack of standards. Capacity to move fast, world
Industry   economical situation. Local alliances.



           Processor power, screen size and performance,
  HW       operating system version, memory size,
           keyboard type, and button placement.



           Device makers and carriers introducing
  SW       customizations and interfering with user
           experience. Concurrent versions of the OS.




 Fragmentation at different levels
                                                        © Victor Arroyo 2011
HW Configurations   UI Customizations   Carrier variants




Example from the past: Windows mobile 6
                                                 © Victor Arroyo 2011
Is Android fragmentation a valid concern?

   How does Android ecosystem
   fragmentation affect on small/medium
   entrepreneurs?

   How those new degrees of complexity
   affect the users?

   How is Android’s CCD(*) helping this?

   We see Google taking the initiative to
   avoid the platform fragmentation. But
   what about the ecosystem?

(*) http://source.android.com/compatibility/overview.html   © Victor Arroyo 2011
www.mindfitconsulting.com
                                                       hir ing!
                                                 is

Contacts and future enquiries:
  Kari Härkönen, CEO: Kari@mindfitconsulting.com
  Minna Aspnäs, HR Analyst (Helsinki Area): Minna@mindfitconsulting.com
  Maarika Hienonen, HR Analyst (Oulu Area): Maarika@mindfitconsulting.com

Commens on the presentation:
  Victor Arroyo, Consultant: Victor.Arroyo@gmail.com

                                                                  © Victor Arroyo 2011

Android fragmentation, a valid concern?

  • 1.
    Presenter: Victor Arroyo(victor.arroyo@gmail.com) © Victor Arroyo 2011
  • 2.
    Android Fragmentation A valid concern? © Victor Arroyo 2011
  • 3.
    Ecosystem © Victor Arroyo 2011
  • 4.
    47 Market sectors,800+ companies Source: Mobile Atlas 2010 © Victor Arroyo 2011
  • 5.
    Developers Platforms Users Manufacturers Other Carriers Mobile development ecosystem Source: Messerschmitt and Clemens. Software Ecosystem: Understanding an Indispensable Technology and Industry © Victor Arroyo 2011
  • 6.
    World telecom servicesmarket 1,500 b$ 1,125 b$ Mobile data/Internet Mobile Services 750 b$ Fixed Telephony/Internet 375 b$ 0 b$ 2006 2007 2008 2009 2010 Growing ecosystem Source: iDate Consulting & Research © Victor Arroyo 2011
  • 7.
    ARTICSTARTUP SocialNetworking Mobile ConnectedDay -communities for daycare centers Blyk -free mobile phone network ENCA -Coin collecting social network HappyWakeUp -Smart alarm clock on mobile phone Muxlim -Muslim Online Community JoikuSpot -Turns your phone to a mobile WLAN HotSpot Petsie -Social Networking for pets Kuneri -Mobile software based on Flash Lite Xiha Life -Multilingual social network Senseg -Touch interface technology White Vector -Social media monitoring Whatamap -Mobilize your maps Crowdsrourcing Personal tools Wreck A Movie -The future of film NewsToScreen -News and ads delivered via a screensaver Creating and sharing media One did it -Test your consumption of natural resources Comex.com -Create & share funny picture messages in web or using your Scred -Community-oriented cost balancing tool mobile phone SoftColor -Online image processing Floobs -Build you own online tv-channel WOT -Free web security browser add-on Innofile -Online file transfer service Business tools Mahshelf -YouTube for comics/books Lumo Flow -Social Workspaces Moogo -Easy creation of web sites. By Ideakone Numcore -Online monitoring and controlling instruments for the process MySites -Online desktop for multimedia industry E-commmerce Oindex -Public listing of web sites’ analytics data Fruugo -Trusted 3rd party of E-Business Rate Cards -Helps online and print publishers and advertisers find each other Leads House -Sales leads community Development services MyCashFlow -Easy to use web shop software HammerKit -Web-based development platform Norfello -E-invoicing (laskulle.fi) and web-based sending of letters nCore -Embedded localisation and user interface products (postita.fi) VerticeTree -Innovative platforms and applications for the internet and mobile Timalaya -Social shopping space. By Gemilo devices Gaming Zipipop -Develops web-based services for making everyday life easier. Apprix -Edugaming Social recommendation services CMAX.gg -Online Game Server Exchange Eat.fi -Find and rate open restaurants near you EveryPlay -Stealth social Gaming startup RunToShop -Social recommendation service HappyWise -Educational and serious games These Are My Brands -In stealth. By Kisko Labs Ironstar Helsinki -Developer of cross-platform social games, such as MoiPal Social Networking, Travel Mobile Advertising Solutions, MAS -Advertising on mobile games Dopplr – Share your business travel plans Tweehouse – social gaming solutions for large brands Tripsay -Travel information organizer Successful telecom startups in Finland Source: FORA Research Institute © Victor Arroyo 2011
  • 8.
    Bu ym no w! e 8 © Victor Arroyo 2011
  • 9.
    Fragmentation 9 © Victor Arroyo 2011
  • 10.
    “We’re working o n Questions, an Questions for the d it’s like OK. S web, then we buil o we build then we build the d the “m” site for Touch HTML5 ve Questions, build the iPhone rsion of questions version of Questi . Then we version, and the ons, and then th n maybe.. (Elliot e Android iPad stuff. And th Schrage: iPad…) en we don’t work Right, the bunch of people on a RIM version are pissed becau and then a phone. se it’s not availa ble on their It’s kind of a dis aster right now. that this stuff goe I really hope that s in is one where the direction there’s more of a standard” nch of announced the lau Mark Zuckerberg , Facebook CEO mmission has “The European Co obile software an d services, r words M and Open Mosquito, in othe perability, Testing, uality, Intero a better Standardization, Q process to “develop uro research S ource, a 700,000 E nsequences of mob ile app issues and co ave un derstanding of the can h e t we hav fragm entation.” pean Commission, 2010 m tha drea hat we will in a Euro n’t we do ossible t up m, even ’s p lly d o wind resent, nw e drea ou know, it ay you rea t, we’re p n “An d whe e share. Y on. Let’s s ‘s presen has sixtee typ ntati LiMo ybody e app, you the PC ore fragme ’s present, nt and ever mobil e e even m here Googl pple’s pres g to write a enough”. n w orld w s present, A e never goi pe it’s good r, Micr osoft C EO ian’ u’r ho Symb share… Yo rowser and Steve Ballme t b percen write for the t will jus Comments from “the big ones” 10 © Victor Arroyo 2011
  • 11.
    the History of Mobile Application development “From ringtones to platforms” How did this all started? © Victor Arroyo 2011
  • 12.
    Mobile user before1983 © Victor Arroyo 2011
  • 13.
    1983 - MotorolaDynaTAC 8000x Source: Wikipedia © Victor Arroyo 2011
  • 14.
    1993 - Connections:AT&T’s Vision of the Future © Victor Arroyo 2011
  • 15.
    1997 - WirelessAccess Protocol © Victor Arroyo 2011
  • 16.
    1997 - WirelessAccess Protocol © Victor Arroyo 2011
  • 17.
    1997 - WirelessAccess Protocol © Victor Arroyo 2011
  • 18.
    Moore’s law: customizationera © Victor Arroyo 2011
  • 19.
    Windows Mobile Palm 3rd party developers New players: Concept of SDK © Victor Arroyo 2011
  • 20.
    API, SDK andOS to 3rd party developers © Victor Arroyo 2011
  • 21.
    We want toparticipate... Market segments Active users Twitter gurus Number of activation s Industry trends Quarter results nt Strategic manageme t share Marke ogs Consultants and bl ...but it is hard to make a selection © Victor Arroyo 2011
  • 22.
    U.V.D User Voting Device © Victor Arroyo 2011
  • 23.
    U.V.D User Voting Device © Victor Arroyo 2011
  • 24.
    Active users Marketsegments = Twitter gurus Industry trends Number of activations Market share Quarter results Consultants and blogs Strategic management Target: Maximize the number of potential users © Victor Arroyo 2011
  • 25.
    160 million devicesavailable Source: Canalsys © Victor Arroyo 2011
  • 26.
    2.5 million devicesavailable Source: Canalsys © Victor Arroyo 2011
  • 27.
    100 million devicesavailable Source: Canalsys © Victor Arroyo 2011
  • 28.
    100+ devices runAndroid Source: Android Developers © Victor Arroyo 2011
  • 29.
    however... © Victor Arroyo 2011
  • 30.
    Acer Inc beTouch E110 1.5 2.8", 240x320 (QVGA, portrait mode) VS740 Ally, Acer Inc Liquid A1 (S100) 1.6 3.5", 480x800 (WGA, portrait mode) LG Group Aloha 2.1 3.2", 480x800 (WVGA, portrait mode), Acer Inc Liquid E 2.1 3.5", 480x800 (WGA, portrait mode) LG Group KU9500 Optimus Z 2.1 3.5", 480x800 (WVGA, portrait mode), AMOLED Acer Inc Liquid E Ferrari 2.1 3.5", 480x800 (WGA, portrait mode) Meizu Meizu M9 2.2 3.5", 640x960 326dpi Acer Inc Liquid Stream S110 2.1 with update to 2.2 3.7 inch AMOLED WVGA Motorola Charm 2.1 2.8", 240x320 (QVGA, portrait mod Alcatel Quench, (TCL Corporation) OT-980 2.1 2.8", 240x320 (QVGA, portrait mode) CLIQ XT, Bluelans Communication Sciphone N19 1.5 2.8", 240x320 (QVGA, portrait mode) Motorola Motorola MB501 1.5 Bluelans Communication SciPhone N21 1.6 3", 240x400 (WQVGA, portrait mode) 2.0-2.2[51] Motorola Milestone 3.7", 480x854 (FWVGA, portrait mode), Cherry Mobile Magnum HD 2.2 4.1" (WVGA, 480x800) Motorola Droid X 2.2 4.3", 480x854 (FWVGA, portrait mode), Cherry Mobile Nova 2.1 3.2" Droid 2, CSL CSL Spice[15] 1.6 3.2", 240x640 (HVGA, portrait mode), capacitive touchscreen Motorola Milestone 2[52] 2.2 3.7", 480x854 (FWVGA, portrait mo Dell Mini 3, Motorola Droid Pro 5 megapixel auto-focus camera, 3.1-inch display, 1 GHz processor—and a dual- 2.2 Dell Mini 3i 1.5 3.5", 360x640 (nHD, portrait mode) Motorola Motorola i1 1.5 3.1", 240x320 (QVGA, portrait mod Garmin Garminfone 1.6 3.5", 320x480 (HVGA, portrait mode) Backflip, GeeksPhone GeeksPhone One 1.6 3.2", 320×240 (WQVGA) Motorola 1.5 (2.1 released Nov 9 2010 as a download to computer - at&t only - no Over-The_Air yet) Motorola MB300 General Mobile General Mobile DSTL1 Imaginary 1.6 Backflip, Highscreen PP5420 Motorola Motorola ME600 1.5 with Motoblur HKC HKC Pearl Motorola Devour 1.6 with Motoblur HKC HKC Imobile v413 Motorola Milestone XT701 2.1 HTC Corporation HTC Aria 2.1 with HTC Sense UI 3.2", 320x480 (HVGA, portrait mode) Motorola MOTO MT710 OPhone OS 1.5 HTC Corporation HTC Desire 2.1/2.2 with HTC Sense UI 3.7", 480x800 (WGA, portrait mode) Motorola XT720, Motoroi 2.1 HTC Dream, Motorola XT800 2 T-Mobile G1, CLIQ, HTC Corporation Era G1 1.0 through 2.1 3.2", 320x480 (HVGA, portrait mode) Motorola DEXT 1.5 with Motoblur (2.1 in the US)3.1", 320x480 (HVGA, portrait mod HTC Hero, Motorola Motorola Defy 2.1 3.7" 480 x 854 HTC Droid Eris, Motorola Motorola Flipout 2.1 2.8" 320 x 240 HTC Corporation T-Mobile G2 Touch 1.5, 2.1 with HTC Sense UI 3.2", 320x480 (HVGA, portrait mode) HTC Corporation Droid Incredible 2.1-2.2 with HTC Sense UI 480x800 (WGA, portrait mode), AMOLED or SLCD 3.7", A980, Nexian Journey 3.2", 320x480 (HVGA, portrait mod HTC Corporation HTC Legend 2.1-2.2 3.2", 320x480 (HVGA, portrait mode), AMOLED Pantech Sky Sirius 2.1 (upgradable to 2.2) 3.7", 480x800 (WVGA, portrait mod 2.x HTC Magic, Pantech Sky Izar 2.1 3.7", 480x800 (WVGA, portrait mod HTC Sapphire, Pantech Sky Vega 2.1 (upgradable to 2.2)3.7", 480x800 (WVGA AMOLED, portrait T-Mobile myTouch 3G, HTC Corporation docomo HT-03A 1.5-1.6 2.2.1 3.2", 320x480 (HVGA, portrait mode) Pantech Sky Mirach 2.2 3.5", 480x800 (WVGA, portrait mod Pantech Sky VegaXpress 2.2 4.0", 480x800 (WVGA, portrait mod HTC Corporation HTC Tattoo 1.6[34] 2.8", 240x320 (QVGA, portrait mode) Qigi i6 HTC Corporation HTC Evo 4G 2.2 with HTC Sense UI 4.3", 480x800 (WGA, portrait mode), 217ppi Samsung Group Behold II 1.6 with Touchwiz 3.2", 320x480 (HVGA, portrait mode), AM HTC Corporation Google Nexus One 02/02/01 3.7", 480x800 (WGA, portrait mode), 252ppi Samsung Group i7500 Galaxy 1.6 3.2", 320x480 (HVGA, portrait mode), AM Desire HD, Samsung Group M900 Moment 1.5, 2.1 HTC Corporation T-Mobile myTouch 4G 2.2 with Sense 2 4.3", 480x800 (WVGA, portrait mode), 252ppi 240 x 320 px (QVGA), 2.8 Desire Z, Samsung Group i5500 2.1 Touch Screen Capacitive HTC Corporation T-Mobile G2 2.2 3.7" SuperLCD 800x480 WVGA HTC Corporation myTouch 3G Slide 2.1 with HTC Espresso Sense UI 3.4", 320x480 (HVGA, portrait mode) Samsung Group i5700 Spica[74] 1.6, 2.1[75] 3.2", 320x480 (HVGA, portrait mode), 1 HTC Corporation HTC Wildfire 2.1/2.2 with HTC Sense UI 3.2", 240x320 (QVGA, portrait mode) Samsung Group i5800 Teos 2.1 3.2" TFT, 240x400 (WQVGA, portrait m T-Mobile Pulse, Samsung Group Galaxy A 2.1 3.2", 320x480 (HVGA, portrait mod U8220 Huawei CHT8000 1.5 (2.1 beta)[40] i9000 Galaxy S, AT&T Captivate, Huawei U8230 1.5 T-Mobile Vibrant, Huawei Ascend 2.1 3.5" HVGA capacitive touchscreen Verizon Fascinate, i-Mobile 5800 3G 3.2", 480x800 (WQVGA, portrait mode), TFT Samsung Group Sprint Epic 4G 2.1 with Touchwiz 3.0, 2.2 with update. (WVGA, portrait mode), Supe 4.0", 480x800 i-Mobile 6010 3.2", 320x480 (HVGA, portrait mode), TFT Samsung Group Google Nexus S 2.3 4.0" SuperAMOLED [82] i-Mobile i810 1.6 (upgradable to 2.1) 3.2", 480x800 (WVGA, portrait mode), TFT Samsung Group Samsung Acclaim 2.1 3.2", HVGA 320x480 i-Mobile i858 2.1 4.3", 480x800 (WVGA, portrait mode), TFT M910 Intercept, Kogan Technologies Agora standard/Pro 1 2.5", 240x320 (QVGA, portrait mode), 160ppi Samsung Group Samsung Moment II 2.1 3.0" TFT, 240x400 (WQVGA, portrait m Sony Ericsson Xperia X10 Mini 1.6/2.1 2.55" 16M-color 240x320(QVGA) TFT capacitiv 3.5" WVGA, Sony Ericsson Sony Ericsson Xperia Arc 2.3 4.2" Capacitive Touchscreen, 480X854 Kyocera/Sanyo Zio SCP-8600/M6000 1.6 (user-upgradeable to 2.1 *) 480x800 capacitive touchscreen 100+ devices run Android Sony Ericsson Xperia X10 Mini Pro 1.6/2.1 2.55" Capacitive Touchscreen, 240X320 (Q Lenovo OPhone Sony Ericsson Xperia X10 1.6/2.1 4.0", 480x854 (FWVGA, portrait mode) Lenovo LePhone AMOLED Touchscreen 3.7 inches (94 mm) WVGA (800x480)Touchscreen Type: Capacitive 2.1 Sony Ericsson Xperia X8 1.6/2.1 3.0" Touchscreen, 320X480 GW620 Eve, Vibo A688 1.6 3.2", 320x480 (HVGA, portrait mode), LG Group GW620 Linkme 1.5 GT540 Optimus, 8cms (3.2") Multi-touch TFT LG Group GT540 Swift 1.6, upgradable to 2.1 Capacitive screen LG Group KH5200 Andro-1 1.6 3.0", 320x480 (HVGA, portrait mode), LCD 480x320 pixel screen with 262K Videocon V7500 2.1 Colour LG Group LS670 Optimus S 2.2 3.2", 320x480 (HVGA, portrait mode), TFT LCD Huawei Joy 71mm2.1 (2.8") resistive touchscreen, 240x320 resolution, 24 Source: Wikipedia LG Group LG Group LU2300 Optimus Q P509 Optimus T 1.6 2.2 3.5", 480x800 (WVGA, portrait mode), LCD 3.2", 320x480 (HVGA, portrait mode), TFT LCD ZTE Blade 2.1 3.5" 480x800 (WVGA) Arroyomultitouch O © Victor capacitive 2011
  • 31.
    Devices entering theAndroid Market 0.8% 3.9% 6.3% Android 1.5 (API Level 3) Android 1.6 (API Level 4) Android 2.1 (API Level 7) 31.4% Android 2.2 (API Level 8) Android 2.3 (API Level 9) 57.6% Concurrent versions of Android Source: Android Developers, February 2011 © Victor Arroyo 2011
  • 32.
    InMarket Several Android markets © Victor Arroyo 2011
  • 33.
    “Android is growing,but it’s also growing complexity at the same time. Device fragmentation not the issue, but rather the fragmentation of the ecosystem” Peter Vesterbacka, developer Fragmentation effect: Game performance Source: http://www.angrybirdsworld.com/2010/12/30/angry-birds-exec-calls-android-too-complex/ © Victor Arroyo 2011
  • 34.
    “We live toget Netflix on new devices, so the current lack of an Android-generic approach to quickly get to all Android devices is frustrating” Greg Peters, product developer Fragmentation effect: Slow platform support Source: http://blog.netflix.com/2010/11/netflix-on-android.html © Victor Arroyo 2011
  • 35.
    Web traffic perdevice (Android only) 4% 3% Other 4% 4% Droid 28% Sprint HTC Evo 4% Droid X 5% HTC Incredible Samsung Vibrant 7% Droid 2 HTC Ally 10% T-Mobile MyTouch 3G 19% HTC Droid Eris 12% HTC Hero Fragmentation effect: Web designer Source: Android Developers © Victor Arroyo 2011
  • 36.
    Effort per skillin a single project 24% 22% Other Translation Admin 8% Marketing Graphic Design 11% Writing 9% Software development 15% 11% Custom solutions: Impact on the project cost Source: donanza © Victor Arroyo 2011
  • 37.
    Lack of standards.Capacity to move fast, world Industry economical situation. Local alliances. Processor power, screen size and performance, HW operating system version, memory size, keyboard type, and button placement. Device makers and carriers introducing SW customizations and interfering with user experience. Concurrent versions of the OS. Fragmentation at different levels © Victor Arroyo 2011
  • 38.
    HW Configurations UI Customizations Carrier variants Example from the past: Windows mobile 6 © Victor Arroyo 2011
  • 39.
    Is Android fragmentationa valid concern? How does Android ecosystem fragmentation affect on small/medium entrepreneurs? How those new degrees of complexity affect the users? How is Android’s CCD(*) helping this? We see Google taking the initiative to avoid the platform fragmentation. But what about the ecosystem? (*) http://source.android.com/compatibility/overview.html © Victor Arroyo 2011
  • 40.
    www.mindfitconsulting.com hir ing! is Contacts and future enquiries: Kari Härkönen, CEO: Kari@mindfitconsulting.com Minna Aspnäs, HR Analyst (Helsinki Area): Minna@mindfitconsulting.com Maarika Hienonen, HR Analyst (Oulu Area): Maarika@mindfitconsulting.com Commens on the presentation: Victor Arroyo, Consultant: Victor.Arroyo@gmail.com © Victor Arroyo 2011