Mobile Monday Sydney - 06/06/2011

Mobile
Monday
Sydney
A
state
of
mobile
devices
fragmenta6on
in
Australia
Mobile
web
vs
Na6ve
apps?

Lucas
Challamel
-‐
Netbiscuits
ANZ

Agenda

1.Introduction to Netbiscuits
2.A state of mobile devices
fragmentation
in 2011-Q1
3.Mobile web or Apps?
=> How do businesses
maximise their mobile reach

© 2011 Netbiscuits GmbH 06/06/11 Slide 2

Brief intro:
Netbiscuits


Take
advantage
of
the

leading
mobile
development
and
publishing

plaAorm

§ Founded in 2000
§ Currently 110 FTE employees
§ Offices in U.S., Germany, UK and
Singapore
§ Active in 50+ countries
§ Awarded ME Awards for Best Mobile
Publishing Platform in 2009, 2010
§ In 2010 and 2009 awarded Top 50 Deloitte
Touche fastest Growing German tech
companies
§ 500+ premium business customers
worldwide
§ Global network of 50+ solution, reselling
and platform partners
§ Conducted 10,000+ mobile projects 4

successfully in the last 10 years


Hundreds
of
businesses
go
mobile
with
Netbiscuits

Content
&
Media Web,
Commerce,
Marke6ng,
Web,
Adver6sers SoJware
Vendors
Publishers,
Carriers Internet
Service
Prov. Mobile
Agencies Payment
Providers Applica6on
Developers

Consumer
&
Industry
Brands

© 2011 Netbiscuits GmbH 06/06/11 5

Take
advantage
of
the

world‘s
best
mobile
development
and
publishing

plaAorm

§ Founded in 2000 in Germany
§ Active in 50+ countries,head offices in U.S.,
Germany, UK and Singapore, 110
employees
§ Awarded ME Awards for Best Mobile
Publishing Platform in 2009, 2010, in 2010
and 2009 awarded Top 50 Deloitte Touche
fastest Growing German tech companies
§ Global network of 75+ solution, reselling
and platform partners
§ Conducted 10,000+ mobile projects
successfully in the last 10 years
§ In 2011, our cloud delivers every month:
=> 8 billion mobile pages
=> 100 million mobile videos 6

=> to 3000+ different mobile devices


There
are
three
major
challenges
for
businesses
to
bring
Internet
content
to
mobile
successfully
and
proﬁtably

Businesses Mobile
Subscribers
SoJware
and

mobile
device

fragmenta6on

Service
Crea6on

Mone6za6on


A state of
Mobile Devices
Fragmentation


What
is
device
fragmenta6on
and
why
is
it?
Netbiscuits
overcomes
so>ware
fragmenta?on
by
providing
a
truly

global,
intelligent
device
detec?on
&
database
… >
200
Carrier

networks
world-‐
§ True
global
mobile
device
database
with
wide

more
than
1000
in-‐house
tested

parameters
and
+6000
mobile
device

proﬁles >
300
User
Agents
§ Mul6ple
6er
intelligent
device
detec6on
for
device,
per
device
browser,
carrier
network
parameters

Hardware
§ Parameter
+
layout
tests
for
each
Biscuit-‐Element

ensure
unmatched
quality
on
Legacy
and
Smart

phones
§ Mobile
devices
proﬁles
include
also
Internet
enabled
>
5,000
Mobile
wireless
devices
such
as
Gaming
Consoles,
TVs,

In-‐ Devices
worldwide
Car
Naviga6on
Systems,
Tablets
and
eBooks
§ Daily
updates
for
new
mobile
devices
on
API

>
10
SoJware
>
15
Mobile
>
500
Content

>
6
Mobile
OS revisions
per

Browsers Formats
Mobile
OS

SoJware

Mobile
Metrics
Report:

Weekly
device
updates
§Just last week: 33 new/updated devices!
§ Pantech P9020 (Falcon) (Netfront) § ZTE MTC918 (Racer)
§ Samsung SGH-A667 (Evergreen) § ZTE Bluebelt
§ HTC Glacier (T-Mobile MyTouch § ZTE M2 (Beeline)
4G)
§ ZTE Amigo
§ Motorola Droid Pro (XT610)
§ ZTE V9
§ Samsung Ace Galaxy (GT-S5830)
§ Pantech IM-A690L (Mirach)
§ LG P990
§ ZTE MTC 916 (Joe)
§ Samsung GT-I9000 (Galaxy S)
V2.2 § Pantech IM-A710K (Sky Vega
Xpress)
§ HTC Wildfire S
§ ZTE Z221 (Ekek)
§ Samsung Wave 723
§ ZTE Z331 (Takam)
§ LG P970 (Optimus Black)
§ Samsung SGH-I857 (Habrok)
§ Samsung Galaxy S2 I9100
§ Huawei C5005
§ Sony Ericsson J108i (Cedar)
§ Huawei U3100
§ Samsung GT-S5570 (Galaxy Mini)
§ Huawei 8302
§ SonyEricsson Xmini
§ Nec N506i
01/06/2011 update § Samsung GT-I5510 (Apollo,
Galaxy 551) § Pantech IM-A730S (AKY)
§ Samsung S5530 § Pantech IM-A630K (Sky Izar)


Mobile
Metrics
Report:

Methodology
of
our
report

§ Report published twice a year:
February and July
§ Segmentation:
§Dominating Few: 5.00% or higher share of
all devices accessing sites via Netbiscuits
§Long Tail: 4.99% or lower share of all
devices accessing sites via Netbiscuits
§ Data: 4.5bn page views in November 2010
§ Traffic exclusively from web-enabled
mobile devices
§ Requests generated by bots, desktop
browsers and mobile device emulators have
been excluded


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)

•In
November
2010,
the
three
domina6ng
Apple
devices
accounted
to
39.16

percent
of
all
mobile
website
requests
handled
by
Netbiscuits.
The
other
2,923

devices
together
generated
60.84
percent.
•Android-‐based
handsets
like
the
Motorola
A855
and
Samsungs
GT-‐I
9000
were

the
strongest
followers
of
Apple
while
BlackBerry
had
its
ﬁrst
appearance
in
the

list
only
at
posi?on
six.


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)

In Nov.2010 on Netbiscuits cloud


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)



Mobile
Metrics
Report:

Regional
sta6s6cs



Mobile
Metrics
Report:

Regional
sta6s6cs:
USA



Mobile
Metrics
Report:

Regional
sta6s6cs:
UK



Mobile
Metrics
Report:

Regional
sta6s6cs:
Malaysia



Mobile
Metrics
Report:

Regional
sta6s6cs:
Australia



Mobile
Metrics
Report:

About
HTML5
capabili6es
of
mobile
devices

§ HTML5 enables websites to have the user
experience of a native application.
§ It’s not developed specifically for mobile.
§ It is a “standard in motion” that is
implemented differently on many platforms.
§ Final specifications planned for 2014.

=> Another source of fragmentation on mobile


Mobile
Metrics
Report:

About
HTML5
capabili6es
of
mobile
devices

Exciting new features, partly supported today:
• Extended Video Support
• Extended Audio Support
• Extended Form Concept
• Miscellaneous new Element Types and Attributes
• Extended User Interaction Concepts enabling native drag & drop
and undo history functionality
• Microdata enabling semantic annotation of content with labels
• 2D Animation Rendering
• CSS3 support + CSS3 Selectors
• Geolocation API
• FileReader API
• Offline Web Application Support + Webstorage + IndexedDB
• Local Devices Support enabling access to connected devices
• 3D Animation Rendering (WebGL)
• Web Workers providing and API for running background scripts


Mobile
Metrics
Report:

HTML5
support
of
top
devices
in
Australia


Mobile
Metrics
Report:

Top
5
supported
HTML5
features

Only 50% of devices in top15 support these features


Mobile
Metrics
Report:

Top
5
par6ally
supported
HTML5
features

Only 50-65% of devices in top15 support these features


Mobile
Metrics
Report:

A
conclusion
for
Australia

§ Not one but 1200+ devices access mobile
websites today in Australia (2200+ in USA)
§ Long-Tail vs. Short Tail: Few top3 Apple devices
dominate 45% of the traffic on mobile websites,
but you have to talk to the other 55%
§ Apple iOS loses market share as:
§Android and Blackberry rise
§The share of Windows Phone OS will grow in
2011, with new Microsoft and Nokia partnership.
§ HTML5 is a standard in motion for the next 3-4
years

=> Fragmentation is here to stay, and
businesses have to cope with it, using most
advanced cross-platform technologies.


How to address devices
fragmentation:
Apps vs Mobile web?
=> a couple of examples


Hotel.info

hotel.de
AG
represents
one
of
the
leading
free

internet
hotel
reserva4on
services
also
with
its

interna4onal
brand,
ie
hotel.info.
It
oﬀers

access
to
210,000
hotels
worldwide.
h>p://www.hotel.info


!"#$%&'()"* -‐
Mobile
web
Hotel.info

+",'%$*-"..$/0$*1*2""3'(4*5"/#6%*
-/$6#$7*,8**
*
*
*
-9:#".$/**
!"#$%&'()"*"+$,-#$.*"($*")*
#!$*/",%01.*%$-0'(2*),$$*
"(%'($*!"#$%*,$.$,3-4"(*
.$,3'5$.*/'#!*6",$*#!-(*
789:999*!"#$%.*/",%0/'0$&*
*
;"%9<"(**
; <""='(2*+",#-%*
; >"#$%*.$-,5!*
; ?$.$,3-4"(*.$,3'5$*
; @-(5$%-4"(*.$,3'5$*
; A00B#"B5-%$(0-,*
; C-+*3'$/*
*
=69(0!*
7989*
*
+6/3$#*
D",%0/'0$*
*
>?=*
6&!"#$%&'()"*
*
*


Hotel.info

64% of the bookings on Growth per year +380%
hotel.de are made on the Growth from 2010-Q4 to
same day like the journey 2011-Q1 = +63%

Very low cancellation rates 10+% of the bookings via
mobile in 2011-Q1


Hotel.info
-‐
Mobile
roadmap

•January
2010:
m.hotel.de
and
m.hotel.info
•May
2011:
iPhone
app
•June
2011:
Windows
7
app
•August
2011:
Hybrid
app
for
Android
and
Blackberry
•September
2011:
iPad
app

=>
Being
serious
and
comprehensive
about
mobile


Hotel.info
-‐
Tes6monial

“Our
goal
was
to
secure
best-‐quality
output
on
the
widest

possible
range
of
handsets
worldwide
and
provide
a

next-‐genera;on
user
experience
for
smartphones
and
other

high-‐end
devices
like
the
iPhone.”

Timo
Vavrinec,
senior
manager
of
corporate
communica4ons

at
Hotel.de
AG,
Nuremberg,
Germany.


Smart.com

Smart
is
an
automo4ve
branch
of
Daimler
AG.

Smart
is
a
manufacturer
of
microcars

produced
in
Germany.
h>p://www.smart.com


!"#$%&
Smart.com
-‐
Generic
mobile
web
'()*+,&'#$-,./0&1&2$(345%&2($%#+&
6$,#%,3&)7&
Created with !
!
&
64!%(",$&
"#$%&'!$!#()%*!)$%!+%$,-!*.!
/$(#01%'!"&$,-"!.*%!&21!
(,&100(31,&!)*#+(,$4*,!*.!
1,5(%*,#1,&6.%(1,-07'!
.*%8$%-60**9(,3!
&1)2,*0*3(1"!$,-!:%(5$&1!
;%+$,!#*+(0(&7<!!
!
8(+4.(/&&
= >%*-;)&!:*%&$0!
= ?18"!
= @$%!)*,A3;%$&*%!
= @$%!"1%5()1!0*)$&*%!
= B$:!5(18!
= C(-1*!"&%1$#"!
= D#$31!3$001%(1"!
= E(,3&*,1!F!8$00:$:1%!!
!-*8,0*$-"!
!
9#4/5:&
GHIH!
&
'#$-,%&
J1%#$,7!
!
;<9&
#<"#$%&<)*#!


!"#$%&
Smart.com
-‐
Na6ve
iOS
Apps
'()*+,&'#$-,./0&1&2$(345%&2($%#+&
6$,#%,3&)7&
!
!
&
64!%(",$&
"#$%&'!$!#()%*!)$%!+%$,-!*.!
/$(#01%'!"&$,-"!.*%!&21!
(,&100(31,&!)*#+(,$4*,!*.!
1,5(%*,#1,&6.%(1,-07'!
.*%8$%-60**9(,3!
&1)2,*0*3(1"!$,-!:%(5$&1!
;%+$,!#*+(0(&7<!!
!
8(+4.(/&&
= >%*-;)&!:*%&$0!
= ?18"!
= @$%!)*,A3;%$&*%!
= @$%!"1%5()1!0*)$&*%!
= B$:!5(18!
= C(-1*!"&%1$#"!
= D#$31!3$001%(1"!
= E(,3&*,1!F!8$00:$:1%!!
!-*8,0*$-"!
!
9#4/5:&
GHIH!
&
'#$-,%&
J1%#$,7!
!
;<9&
#<"#$%&<)*#!


!"#$%&
Smart.com
-‐
Na6ve
iOS
Apps
'()*+,&'#$-,./0&1&2$(345%&2($%#+&
6$,#%,3&)7&
!
!
&
64!%(",$&
"#$%&'!$!#()%*!)$%!+%$,-!*.!
/$(#01%'!"&$,-"!.*%!&21!
(,&100(31,&!)*#+(,$4*,!*.!
1,5(%*,#1,&6.%(1,-07'!
.*%8$%-60**9(,3!
&1)2,*0*3(1"!$,-!:%(5$&1!
;%+$,!#*+(0(&7<!!
!
8(+4.(/&&
= >%*-;)&!:*%&$0!
= ?18"!
= @$%!)*,A3;%$&*%!
= @$%!"1%5()1!0*)$&*%!
= B$:!5(18!
= C(-1*!"&%1$#"!
= D#$31!3$001%(1"!
= E(,3&*,1!F!8$00:$:1%!!
!-*8,0*$-"!
!
9#4/5:&
GHIH!
&
'#$-,%&
J1%#$,7!
!
Bring me back for iPhone ;<9&
#<"#$%&<)*#!


!"#$%&
Smart.com
-‐
Na6ve
iOS
Apps
'()*+,&'#$-,./0&1&2$(345%&2($%#+&
6$,#%,3&)7&
!
!
&
64!%(",$&
"#$%&'!$!#()%*!)$%!+%$,-!*.!
/$(#01%'!"&$,-"!.*%!&21!
(,&100(31,&!)*#+(,$4*,!*.!
1,5(%*,#1,&6.%(1,-07'!
.*%8$%-60**9(,3!
&1)2,*0*3(1"!$,-!:%(5$&1!
;%+$,!#*+(0(&7<!!
!
8(+4.(/&&
= >%*-;)&!:*%&$0!
= ?18"!
= @$%!)*,A3;%$&*%!
= @$%!"1%5()1!0*)$&*%!
= B$:!5(18!
= C(-1*!"&%1$#"!
= D#$31!3$001%(1"!
= E(,3&*,1!F!8$00:$:1%!!
!-*8,0*$-"!
!
9#4/5:&
GHIH!
&
'#$-,%&
J1%#$,7!
!
;<9&
Ideas in motion for iPad #<"#$%&<)*#!


!"#$%&
Smart.com
-‐
iPhone
op6mised
'()*+,&'#$-,./0&1&2$(345%&2($%#+&
6$,#%,3&)7&
!
!
&
64!%(",$&
"#$%&'!$!#()%*!)$%!+%$,-!*.!
/$(#01%'!"&$,-"!.*%!&21!
(,&100(31,&!)*#+(,$4*,!*.!
1,5(%*,#1,&6.%(1,-07'!
.*%8$%-60**9(,3!
&1)2,*0*3(1"!$,-!:%(5$&1!
;%+$,!#*+(0(&7<!!
!
8(+4.(/&&
= >%*-;)&!:*%&$0!
= ?18"!
= @$%!)*,A3;%$&*%!
= @$%!"1%5()1!0*)$&*%!
= B$:!5(18!
= C(-1*!"&%1$#"!
= D#$31!3$001%(1"!
= E(,3&*,1!F!8$00:$:1%!!
!-*8,0*$-"!
!
9#4/5:&
GHIH!
&
'#$-,%&
J1%#$,7!
!
Created with ;<9&
#<"#$%&<)*#!


!"#$%&
Smart.com
-‐
iPad
op6mised
'()*+,&'#$-,./0&1&2$(345%&2($%#+&
6$,#%,3&)7&
!
!
& Created with
64!%(",$&
"#$%&'!$!#()%*!)$%!+%$,-!*.!
/$(#01%'!"&$,-"!.*%!&21!
(,&100(31,&!)*#+(,$4*,!*.!
1,5(%*,#1,&6.%(1,-07'!
.*%8$%-60**9(,3!
&1)2,*0*3(1"!$,-!:%(5$&1!
;%+$,!#*+(0(&7<!!
!
8(+4.(/&&
= >%*-;)&!:*%&$0!
= ?18"!
= @$%!)*,A3;%$&*%!
= @$%!"1%5()1!0*)$&*%!
= B$:!5(18!
= C(-1*!"&%1$#"!
= D#$31!3$001%(1"!
= E(,3&*,1!F!8$00:$:1%!!
!-*8,0*$-"!
!
9#4/5:&
GHIH!
&
'#$-,%&
J1%#$,7!
!
;<9&
#<"#$%&<)*#!


Smart.com

“Based
on
our
overall
posi4ve
experience
with
iPhone
applica4ons,
we

also
see
the
iPad
as
forming
an
integral
part
of
our
online

communica;ons.
It
was
therefore
important
for
us
to
be
able
to
oﬀer

users
of
the
iPad
a
substan4al
range
of
products
and
services
rela4ng
to

our
brand
from
the
very
moment
of
its
release"
Anders
Sundt
Jensen
Head
of
Brand
Communica4ons
for
Mercedes-‐Benz
Cars.
May
2010


Smart.com

"Mobile
devices
enable
a
new
form
of
communica4on
with
diﬀerent

target
audiences,
allowing
them
to
enjoy
their
fascina;on
for
the
brand

in
a
more
speciﬁc
way
and
also
to
obtain
informa4on
on
our
products.

We
are
therefore
monitoring
this
market
very
closely
and
we
will
extend

our
ac4vi4es
to
all
mobile
devices."
Anders
Sundt
Jensen
Head
of
Brand
Communica4ons
for
Mercedes-‐Benz
Cars.
May
2010


Mobile
web
vs
Na6ve
apps:
A
conclusion?

The Race horse vs the Show horse!
Betting long on mobile Web.

Mobile sites are a requirement, while
applications will remain a preference.


Na6ve
Hybrid
Apps:
Web
+
Apps
=
Maximum
Mobile
Reach

§ Mobile Hybrid Apps integrate mobile
optimised websites into Native Apps
§ Available for all major OS such as iPhone,
Android, Symbian/Meego, Blackberry and
Bada
§ Integrate: Enhance features of your apps by
interfacing with mobile device sensors
§ Easy creation: Build touch optimized mobile
website and Netbiscuits wraps them for you
in no time
§ Save cost: One code base to publish to
mobile web and apps environments


Na6ve
Hybrid
Apps:
Web
+
Apps
=
Maximum
ROI

Hybrid
Apps
redeﬁne
Time
to
Market
and
service
crea?on

eﬃciency
of
businesses
to
go
mobile,
with
rich
User
Experience

Lower
cost
and
faster
ROI Less
6me
in
development

Implmenta6on
Time
Project

Cost

Other
mobile Months
service
providers

Days
Netbiscuits
Time


QUESTIONS?


Thank you!
www.netbiscuits.com
E: l.challamel@netbiscuits.com
M: 04 1014 1795
T: NetbiscuitsAPAC
Europe

North
&
South
America
Asia-‐
Paciﬁc

Netbiscuits
GmbH

Netbiscuits
UK
&
RoI

Netbiscuits,
Inc.

Netbiscuits
Pte
Ltd

Europaallee
10

33
Cavendish
Square

11190
Sunrise
Valley
Drive

#02-‐01
The
Aquarius

67657
Kaiserslautern

London
W1G
0PW

Suite
150

21
Science
Park
Road

GERMANY

UNITED
KINGDOM

Reston,
VA
20191

SINGAPORE
117628

USA

phone

+49
631
68036
100
phone
+ 44 207 182 4036 phone
+1
703
435
9008

phone
+65
6777
8337
fax
+49
631
68036
111

fax
+1
703
889
5126
fax
+65
6777
8557

sales_emea@netbiscuits.com
sales_uk@netbiscuits.com
sales_america@netbiscuits.com
sales_apac@netbiscuits.com

Mobile Monday Sydney - 06/06/2011

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