The document discusses the mobile ecosystem and how mobile devices have become the 7th mass media. It provides a brief history of mobile devices from the "Brick Era" to the current "Touch Era". The mobile ecosystem involves operators who provide networks, devices that run on platforms and operating systems, applications, and services. The mobile market is now the largest mass media worldwide with over 5 billion subscribers in 2011. Mobile devices can access content from all previous mass media such as print, recordings, cinema, radio, television, and the internet, making mobile the most accessible mass medium.

1. The Mobile Ecosystem
Ivano MalavoltaIvano Malavolta
ivano.malavolta@univaq.it
http://www.di.univaq.it/malavolta

2. Roadmap
• Brief History of Mobile• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media

3. Brief history of Mobile
• Many generation of mobiles
• G is often referred to the networking aspect
– es. 2G, 3G, 4G
WeWeWeWe willwillwillwill notnotnotnot.WeWeWeWe willwillwillwill notnotnotnot.
We will focus on the DEVICE

4. Brief history of Mobile
• Motivation:
At some point a device comes andAt some point a device comes and
changes everything

5. The beginning…

6. The Brick Era
* Picture lovely taken from http://www.slideshare.net/fling

7. The Brick Era
• It was Portable!
calls
• It was Portable!
• More expensive than payphones
• Enormous battery
• Stakeholders:
– Stockbrokers, salespeople, …– Stockbrokers, salespeople, …
• After a while, more cellular radio towers
and… it got (a little bit) smaller

8. The Candy bar Era
* Picture lovely taken from http://www.slideshare.net/fling

9. The Candy Bar Era
• 2G network : GSM, CDMA, TDMA, iDEN
calls SMS
• 2G network : GSM, CDMA, TDMA, iDEN
• More cellular towers
less power needed
much smaller
• Better voice quality• Better voice quality
• Added SMS
• Everyone wanted to have a mobile phone
– economic prosperity in EU, USA, and JP

10. The Feature Phone Era
* Picture lovely taken from http://www.slideshare.net/fling

11. The Feature Phone Era
• 2.5G network: GPRS
calls SMS & MMS music & photos
• 2.5G network: GPRS
• Camera
• MMS
• Data-capable devices
• Interneton mobile (very poor)• Interneton mobile (very poor)
– high prices
– poor marketing
– inconsistent rendering

12. The Smartphone Era
* Picture lovely taken from http://www.slideshare.net/fling

13. The Smartphone Era
• 3G, HSDPA, WI-FI
calls SMS & MMS music & photos
• 3G, HSDPA, WI-FI
• Like a feature phone, but simulating a PC
• Its own OS (es. Symbian)
• Larger screens, stylus
• The Mobile Platform becomes key• The Mobile Platform becomes key
• (push) email as primary driver

14. The Touch Era
* Picture lovely taken from http://www.slideshare.net/fling

15. The Touch Era
• 3G, 4G
calls SMS & MMS music & photos APPS
NOT a phone• 3G, 4G
• Accelerometers
• GPS/Location-based
• User-centered design
– true impact on his eveyday life
NOT a phone
-
NOT a computer
– true impact on his eveyday life
• Rich interfaces
• A personal media platform
• Mobile web - everyday

16. Roadmap
• Brief History of Mobile• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media

17. The Mobile Ecosystem

18. The Mobile Ecosystem
HSPDA
GPRS4G
Edge
GPRS4G
WIFI

19. The Mobile Ecosystem
Applications
Services
Devices
Platforms
Operating systems
Application frameworks
Applications
Operators
Networks
Devices

20. The Mobile Ecosystem
• Operators make the entire mobile ecosystem work
• ROLEROLEROLEROLE: to create and maintain wireless services over
a reliable cellular network
They install
cellular towers
• Voice
• Messages
• Internet access
Operators
cellular towers • Internet access

21. The Mobile Ecosystem
Operators
data source: http://bit.ly/Ajzc0o

22. The Mobile Ecosystem
Mobile networks communicate through electromagnetic
radio waves with a cell site base station, the antennasradio waves with a cell site base station, the antennas
of which are usually mounted on a tower, pole or
building.
Operators
Networks
image from:
http://en.kioskea.net/contents/tele
phonie-mobile/gsm.php3

23. The Mobile Ecosystem
Operators
Networks
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond

24. The Mobile Ecosystem
The PHONE
– handsets or terminals in industry– handsets or terminals in industry
• But also other devices such as tablets, ebook readers…
Operators
Networks
Devices

25. The Mobile Ecosystem
Feature Phone
VSVS
Smartphone
(and touch phones)
Operators
Networks
Devices
image source: http://techcrunch.com/2011/11/28/its-still-a-
feature-phone-world-global-smartphone-penetration-at-27/

26. The Mobile Ecosystem
Platforms provide access to the devices
They provide a core programming language in which ALLThey provide a core programming language in which ALL
the software is written
Three main categories:
• Open SourceOpen SourceOpen SourceOpen Source: free to use and modify
– Android
Operators
Networks
Devices
– Android
• ProprietaryProprietaryProprietaryProprietary: by device makers
– iPhone, BlackBerry, Palm
• LicensedLicensedLicensedLicensed: sold to device makers
– JavaME, BREW, Windows Mobile
Platforms

27. The Mobile Ecosystem
OS have core services or toolkits that enable apps to talk
to each other and share data or servicesto each other and share data or services
For example:
OSs are common in Smart Phones, Operating Systems
Operators
Networks
Devices
but rare in Feature phones. Platforms
Operating Systems

28. The Mobile Ecosystem
Smartphones by
Operative Systems
Operating Systems
Operators
Networks
Devices
Platforms
Operating Systems

29. The Mobile Ecosystem
They run on top of the OS, sharing core services such as:
• Communications• Communications
• Messaging
• Graphics
• Location
• Security Operating Systems
Application Frameworks
Operators
Networks
Devices
• Security
• Authentication
• …
Platforms
Operating Systems

30. The Mobile Ecosystem
Operating Systems
Application Frameworks
Operators
Networks
Devices
Platforms
Operating Systems
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond

31. The Mobile Ecosystem
Definition:Definition:Definition:Definition: In the realm of technology, this usually
refers to a computer program that runs on a websiterefers to a computer program that runs on a website
(Google Apps), a small computing device (iPad App) or a
cell phone (Android App).
Example applications may
include Games, Web Browser,
Operating Systems
Application Frameworks
Applications
Operators
Networks
Devices
include Games, Web Browser,
Camera or Media Player.
Platforms
Operating Systems

32. The Mobile Ecosystem
Apps live between the device and the user
Operating Systems
Application Frameworks
Applications
APP
Operators
Networks
Devices
Platforms
Operating Systems
They must fit with their usage context
They must know the specific device
attributes and capabilities
FRAGMENTATION PROBLEMFRAGMENTATION PROBLEMFRAGMENTATION PROBLEMFRAGMENTATION PROBLEM

33. The Fragmentation problem
It is the inability to develop an app against a reference
operating contextoperating contextoperating contextoperating context (OC) and achieve the intended behavior inoperating contextoperating contextoperating contextoperating context (OC) and achieve the intended behavior in
all OCs suitable for the application.
OC = the external environment influencing its operation
Operating Systems
Application Frameworks
Applications
Operators
Networks
Devices
Platforms
Operating Systems

34. The Fragmentation problem
for further info:
http://www.comp.nus.edu.sg/~damithch/files/SEKE2008.pdf

35. The Mobile Ecosystem
ServicesServicesServicesServices are “everything the user is trying to do”
They are often available at different levels:
• Application
• Application Framework
• OS
Operating Systems
Application Frameworks
Applications
Services
Operators
Networks
Devices
Example services may include:
• the Internet
• sending a text message
• being able to get a location
Platforms
Operating Systems

36. The Mobile Ecosystem
All of these layers must be passed through before
you get to the contentyou get to the content
Operating Systems
Application Frameworks
Applications
Services Nowadays, the mobile
ecosystem is:
complicated, fragmented,
and a political nightmare
Operators
Networks
Devices
Platforms
Operating Systems
and a political nightmare
RUN AWAY!!!
however…

37. Roadmap
• Brief History of Mobile• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media

38. Mobile Market
Mass Media???
How big is the Mobile Market???How big is the Mobile Market???
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond

39. Mobile Market
in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond

40. Mobile Market
in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond

41. Mobile Market
in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond

42. Mobile Market
in 2011…

43. Mobile Market
Mobile is the LARGEST,Mobile is the LARGEST,
most available
mass medium
TO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKIND

44. Mobile as the 7th mass media
Each mass media has advantages and disadvantages, eachEach mass media has advantages and disadvantages, each
playing a significant role in society
If we understand how we relate to each mass media
we will understand what our customers expect from
our mobile appsour mobile apps

45. Mobile as the 7th mass media
Printing Press1 Printing Press
Reduced time to publish
Enables information to be easily copied and distributed
1
Enables information to be easily copied and distributed

46. Mobile as the 7th mass media
Recordings2 Recordings
aka recorded sound
Music
2
Started as information sharing (news)

47. Mobile as the 7th mass media
Cinema3 Cinema
Visual Experience
Similarly to recordings,
3
Similarly to recordings,
it started as information sharing (news)
Intense personal experience

48. Mobile as the 7th mass media
Radio4 Radio
= recordings + live broadcast
Intense personal experience
4
Intense personal experience

49. Mobile as the 7th mass media
Television5 Television
= radio + video
Prices dropped down a TV for each home
5
Prices dropped down a TV for each home
more intimate and visceral medium

50. Mobile as the 7th mass media
Internet6 Internet
Computers @home, not @work
Web 2.0 = interact with other users
6
Purchase, download and stream recordings
Listen to radio and TV streams

51. Mobile as the 7th mass media
Mobile7 Mobile
It started at the same time as the Web
UniqueUniqueUniqueUnique traittraittraittrait: it can do everything all the other media can do
7
• Reading (and publishing)
• Play recordings
• Watch movies
• Listen to radio
• Watch TV (and streaming)
• Surf the Internet

52. Unique benefits of Mobile
Apart from covering all the other media, mobile has 5
unique benefits:
First truly personal mass media
First always-carried mass media
First always-on mass media
unique benefits:
We don’t share our phones with our friends
Information is always available 24/7,
even when idle
7 out of 10 people sleep with their
phones within reach
At the point of creative impulse
Only mass media with a built-in
payment channel
First always-carried mass media phones within reach
Universal click-to-buy + credit cards
Ability to create or consume content
whenever the mood strikes

53. Context
CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
Mobile apps have the amazing capability to add
CONTEXTCONTEXTCONTEXTCONTEXT
to information, adding immediate relevance to what
we are doing right here, right now
CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
we are doing right here, right now

54. References
http://bit.ly/xSdIiS
Chapters 1-2-3
http://bit.ly/xSdIiS

55. There is no “perfect app”, you have to find the sweetsweetsweetsweet spotspotspotspot
Tips for the project
your
APP
development or
configuration,
maintainability, and
reliability
costs, revenue,
market share, and
time to market
User Goals
APP
usability

56. Tips for the project
1. Find a REALREALREALREAL NEEDNEEDNEEDNEED first
2. Find your GOALGOALGOALGOAL to fill the need
3. ReverseReverseReverseReverse EngineerEngineerEngineerEngineer the goal into a potential app
4. Remember the unique benefitsbenefitsbenefitsbenefits of Mobile (slide 53)
5. CONTEXTCONTEXTCONTEXTCONTEXT CONTEXTCONTEXTCONTEXTCONTEXT CONTEXTCONTEXTCONTEXTCONTEXT
– Location, camera, always-carried, accelerometer
– WHO is your typical user???? Define usage scenarios

57. Tips for the project
ThisThisThisThis isisisis mymymymy checkboxcheckboxcheckboxcheckbox whenwhenwhenwhen IIII reviewreviewreviewreview anananan appappappapp::::
Does it have a clear goal?
Is it filling a real need?
Does it consider the context in which I’m using it?
Is it integrated with other services?
Look at http://www.programmableweb.com
and discover a new world out there!! ☺
Is it a pleasure to use it?
I look at UI design, interface slickness, ecc.

58. Hello World
Latest Movies
App