This document discusses considerations for developing mobile applications across different platforms. It provides an overview of the iPhone, Android, and Blackberry operating systems and markets. Key challenges mentioned include varying screen sizes and resolutions across Android devices, navigating a crowded iPhone app market, and supporting multiple legacy devices for Blackberry. The document discusses porting tools like Flash and HTML5, as well as business factors like whether the app should be paid or free. It advocates determining the purpose and intended audience of the app to guide platform choices and strategies.

1. Developing for the Experience: Choices in Device Development
William Volk
CEO, PlayScreen

2. Our Experience
• Published 1st iPhone web games at launch
• 20+ Apps in the Apple iPhone App Store
• 10+ on Google Android App Market
• Blackberry Apps for Clients
• Symbian, J2ME and Feature Phone experience
• Games, Enterprise, Health, Security and Telecom

3. Smartphone Market
Source: Millennial Media, 8/10

4. Smartphone App Stores
Source: Silicon Valley Insider, 3/10

5. Overview: iPhone
• iOS Operating System
• Objective-C Programming
• Uniform Screen Resolutions
• Semi-Multitasking
• Good development tools
• Crowded Market

6. Overview: iPhone
Source: AdMob 2009

7. Overview: Android
• Multiple Screen Sizes:
– G1: 320 X 480 pixels
– Samsung Captivate: 480 x 800 pixels
• Java/Eclipse & Multitasking
– NOT Java Micro Edition
• Open Market - Low Revenue
• May become #1 Smartphone

8. Overview: Blackberry
• Many devices - legacy handsets
• Java 2 Micro Edition, long history
• Multitasking
• Many Screen Resolutions:
– Curve: 320 x 240, Bold 480x360 …
• Large installed base
• Migrating OS to QnX
– Version 7 last of the current OS

9. Other Handsets
• Nokia is still the #1 Smartphone
– Over 40% Worldwide, but in decline
– Fragmented handsets and software
• Ovi store ships 2.3 million downloads
per day ….840 million per year level.
• Does support J2ME.
• Windows Phone 7 and others

10. History of App Porting
• 1970’s/1980’s
– UCSD Pascal P-Machine
– Publishers (games) create own virtual
machines that abstract hardware
• 1990’s
– Java, HTML
• 2000’s
– Flash etc.

11. Business Considerations
• Paid or Free App?
– Users don’t care about app portablity
– iPhone market HYPER-COMPETITIVE
• Purpose of App?
– Serving an existing base
- OR -
– Trying to reach a new market

12. Strategy and Tactics
• Asset Creation
• Code Modules
• Least Common Denominator
• Reduce Feature set on some handsets
• Porting Solutions:
– Flash, HTML5 Based

13. Porting Tools
• Flash
– iPhone NOT supporting Flash in the browser
– Flash will be able to create iPhone apps.
– Android and Blackberry runtimes coming.
– Not clear on if this will be deployed in the app stores
• HTML5
– Run HTML5 in native wrappers.
– Commercial conversion tools:
PhoneGap, Titanium

14. Case Study - Destination Irvine
Tourism app for iPhone, Android, and RIM
Features: Maps, Videos, Calendar and Attractions

15. … and what about Games?
• Very demanding marketplace
• 3D apps create even more issues
• Fragmented hardware on Android and
Blackberry - Huge performance
differences
• Lessons from the video game industry
• What about Facebook?