The document presents an analysis of mobile platform trends from 2013 to 2014, highlighting significant changes in market shares for Android, iOS, Windows Phone, and Blackberry. It discusses the rise of mobile payments, the importance of location-based marketing, and the evolving landscape of mobile technology amidst the Internet of Things. Additionally, it explores mobile device development, enabling mobile content creation, and the shift towards empowering mobile workers with new tools and methodologies.

1. Mobile Insights for 2015
AND BEYOND
Dan Lewis
Judge Consulting Group
eduWeb 2014 - Baltimore

2. Obligatory Bio Slide
My name is: Dan Lewis
I am from: Philadelphia, Pennsylvania - USA
I work for: The Judge Group, Inc. – A global professional services organization
As the: Head of Mobile Solutions for Judge Consulting
For my job I: Help diverse global organizations to better leverage mobile and web technology
I used to: Build intranets, websites, and database stuff

3. The Market
A LOOK BACK AT THE LAST YEAR

4. Platforms – 2013/14 Notable Notes
Android
• De-fragmentation strategy
in place
• Major growth continues
• Dependency on OEMs
BlackBerry
• Not for sale – not a
contender either
• BBM for all (years late)
iOS
• Major refactoring and
platform refresh
• Slowed growth
• 64-Bit strategy
Windows
• Major write-downs on
Surface
• Microsoft buys Nokia
mobile
Other
• Firefox is in the wild
• Samsung Tizen devices?

5. Platforms – Smartphones
2013 MARKET SHARE (%)
2017 MARKET SHARE (%)
2013 Market Share (%) 2017 Market Share (%)
Android 75.30% 68.30%
iOS 16.90% 17.90%
Windows Phone 3.90% 10.20%
BlackBerry OS 2.70% 1.70%
Others 1.20% 1.90%
Global Smartphone Projected Platform Market Share
Source: IDC Worldwide Mobile Phone Tracker, September 4, 2013

6. OEMs - Smartphones
3Q12 UNIT SHIPMENTS (MILLIONS)
3Q12 MARKET SHARE (%)
3Q13 UNIT SHIPMENTS (MILLIONS)
3Q13 MARKET SHARE (%)
3Q12 Unit Shipments (millions) 3Q12 Market Share (%) 3Q13 Unit Shipments (millions) 3Q13 Market Share (%)
Samsung 57.8 31.00% 81.2 31.40%
Apple 26.9 14.40% 33.8 13.10%
Huawei 7.1 3.80% 12.5 4.80%
Lenovo 6.9 3.70% 12.3 4.70%
LG 7 3.80% 12 4.60%
Others 80.5 43.20% 106.6 41.30%
Global Smartphone OEM Market Share and Totals
Source: IDC Worldwide Mobile Phone Tracker, October 29, 2013

7. OEMs - Tablets
3Q12 UNIT SHIPMENTS (MILLIONS)
3Q12 MARKET SHARE (%)
3Q13 UNIT SHIPMENTS (MILLIONS)
3Q13 MARKET SHARE (%)
3Q12 Unit Shipments (millions) 3Q12 Market Share (%) 3Q13 Unit Shipments (millions) 3Q13 Market Share (%)
Apple 14 40.20% 14.1 29.60%
Samsung 4.3 12.40% 9.7 20.40%
Asus 2.3 6.60% 3.5 7.40%
Lenovo 0.4 1.10% 2.3 4.80%
Acer 0.3 0.90% 1.2 2.50%
Others 13.5 38.80% 16.8 35.30%
Global Tablet OEM Market Share and Totals
Source: IDC Worldwide Tablet Tracker, October 30, 2013

8. Tablets: The New Normal
2012 2013 2014 2015
PC (Desk-Based and Notebook) Tablet (Ultramobile)
Source: IDC Worldwide Tablet Tracker, July 2014

9. 2015 - Trends to Watch
WHAT WILL BE HOT

10. Mobile Payments Maturing
Over-
the-Top
Providers
Financial
Institutions
Carriers

11. iBeacon vs NFC
Source: GigaOM

12. Mobile and Location-Based Advertising
Location is the new cookie
•Collecting data has always been
difficult because mobile does not
support third-party cookies that
travel easily across the ecosystem,
allowing for straightforward
tracking and data-gathering.
•That's where location-based mobile
technology comes in. It gives
marketers new ways to identify and
track mobile audiences, and with
the aid of algorithms, it can also
group them into behavioral and
demographic segments for
targeting.
Money is flowing into location-
based mobile marketing
•A recent survey of 400 brand
executives by Balihoo found that
91% planned to increase their
investments in location-based
marketing campaigns in 2013.
•Finally, a study by Berg Insight
found that location-enabled ad
spend reached about 8% of total
mobile ad spend for 2012. This
proportion is expected to increase
to 33% by 2017.
Location-based data is driving much
of the interest - and success
•Enabling campaigns with local data
produces measurable results.
•In a study of over 2,500 of its
mobile marketing campaigns, Verve
found that its location-based ad
efforts were about twice as
effective as the mobile industry
average click-through rate (CTR) of
0.4%.
•Geo-aware ads, geo-fenced ads,
and location data paired with
audience demographics or
purchase intent are all proving to
be extremely successful.
Source: Business Insider August 2013

13. Internet of Things
•$8.9 Trillion Market
•212 Billion Connected “Things”
By
2020:
Source: IDC February 2014

14. IT is Losing Control
Bring Your Own Everything
Source: 2001 Australian Grand Prix

15. How are we building
this stuff?
ALL OF THE “GEEK SPEAK”

16. Mobile Web vs Responsive vs App vs ???
Source: Brad Frost

17. Native vs Hybrid vs Web
Native
• Best performance
• 3D and Gaming
• App store presence
• Expensive – especially across
platforms
Hybrid
• Native SDK access
• App store presence
• Performance can be questionable
• Cross-platform faster/cheaper
than Native
Web
• No Native SDK access
• Not offline-friendly
• Low cost of entry
• Cross-platform cheapest of all

18. Rethinking the Enterprise Lifecycle
Frequent
Platform
Updates
Constant
Application
Patches
Short
Hardware
Lifespan
Specific
Testing is
Mandatory
Multi-Device
Users

19. Changing Methodologies
Waterfall Agile Wet Agile?

20. Take a break!

21. Mobile-friendlyTasks?
EXERCISE #1

22. Figure out a few tasks
Each group should come up with 3 mobile & touch friendly tasks
Each group will present their tasks at the end

23. Some examples
Enabling a customer to document and file an automotive insurance claim
Giving a customer the ability to deposit a check to their bank account with their device
Providing a way for field sales staff to document their customer interactions
Enable employees access to their payroll and PTO information on the go

24. The Mobile Scorecard
The Questions Yes? No?
Will a person have value and be able to do this on the go?
Can the task be performed “offline”?
Can performing the task leverage the device’s sensors?
Does the task interact with existing content on the device?
Can the task be performed with simple user responses?
Does the task work well when touch is a user response mechanism?

25. Anyone care to share?

26. Take a break!

27. Empowering Mobile
Content Creation
THE MOBILE WORKER WILL BE ENABLED

28. Who is a mobile worker?
Courtesy: Frank Carter

29. Remote
Courtesy: Dakar Rally

30. Remote
Courtesy: Dakar Rally

31. Field
Courtesy: Boeing

32. Travelling

33. How has this worker’s mobile toolset
evolved?

34. From Email & Calendar

35. To Staff Directories and CRM

36. And Collaboration

37. Soon we will be creating

38. Empower the ability to create

39. Treat clients as more than consumers

40. Collect and curate mobile content

41. Provide friendly access…

42. Responsive Websites

43. Platform-agnostic “Apps”

44. Make Security EASY!

45. Is this being done
today?
AND BY WHO?

46. CNN iReport

47. Waze

48. PlanGrid

49. What is preventing us
from creating the way
we do on a PC?
AND IS IT REALLY A PROBLEM?

50. Screen Size?

51. Processing Power?

52. Storage?

53. The Keyboard and Mouse!

54. What is the new input
pattern?
WHAT CAN REPLACE THE KEYBOARD & MOUSE?

55. Touch?

56. Voice?

57. Eye Movement?

58. A Hybrid?

59. Only you will decide

60. Mobile Wireframing
EXERCISE #2

61. Let’s make some wireframes!
Develop Wireframes for a task from the first exercise
Use Paper / Markers / Cards
OR
A wire-framing tool like Balsamiq
Present your wireframe to the group

62. Anyone care to share?

63. The road to
Empowerment passes
through Enablement
A FINAL THOUGHT

64. Thank You!
D A N L E W I S
J U D G E C O N S U L T I N G G R O U P
@ D A N T H E I T M A N
D L E W I S @ J U D G E . C O M