Mobile usage is growing rapidly, with 600% growth in mobile website traffic in 2010 and mobile searches up 130% that year. By 2013, mobile phones are projected to surpass PCs as the most common way to access the web globally. Apps have become a major way users engage with mobile, with 34.4% downloading apps and over half using SMS or browsing. Apps differ from mobile web in how they are packaged, discovered, monetized, interacted with and measured. Smartphone users expect fast load times and responsive design optimized for mobile. Developers must choose between cross-platform frameworks, native SDKs, or HTML5 for building mobile experiences.

1. Future:apps&mobile
Mobile landscape and development platforms

2. 600% growth in traffic to mobile
websites in 2010.
mobile searches grew
130% in Q3 2010
40% of tweets via mobile
16% of new users on mobile.
200 million
active mobile users mobile transactions
increased in 2009:
from $25M to $141M.
Visitors to web-based emails sites -7%.
Visitors accessing email on mobile + 36%
43% smartphone users
used it to assist shopping
By 2013, mobile phones will overtake PCs as the
most common Web access device worldwide.

3. Are apps the Web 3.0 ?
What mobile subscribers do:
68,0% have sent SMS
36,4% used browser
34,4% downloaded apps
24,7% accessed social network or blog
23,2% played games
15,7% listened to music
Source: ComScore December 2010

4. Apps are different
mobile apps web pages
packaging self-contained set of pages
personalizing location, contacts typed info
app store, other apps,
discovering web search & links web search & links
micropayments, ads,
monetizing subscription ads, subscription
interacting sensors, touch mouse, keys
measuring downloads attention
Source: Vison Mobile, Mobile Megatrends 2011

5. Smartphone users are different
43%
60%
71%
expect websites expect websites won’t return if website
load on phone as fast to load in 3 seconds loads too slow
as on desktop on phone on phone
Source: Compuware 2011, “What Users Want From Mobile”

6. HTML/CSS/JavaScript
Mobile developer dilemma
Cross-platform
frameworks
Native SDKs