The document discusses strategies for developing apps and mobile sites for the digital world. It notes that there are now over 4 billion mobile phones and 1 billion smartphones in use. By 2014, mobile internet usage will surpass desktop usage. The main mobile platforms are iOS and Android. The document outlines four main strategies for a mobile presence: mobile websites, responsive design, native apps, and cross-platform apps. Each option has advantages and disadvantages to consider depending on needs and goals.

1. App Development &
Mobile Site Platforms for
the Enhanced Digital World
Mark Menard
smAlbany 2012
July 17, 2012
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2. Who am I?
Mark Menard
Internet Professional
Since 1995
@mark_menard
We Build Web & Mobile Apps
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3. Mobile 1.0
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4. How large is
the mobile
market?
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5. There are 4 billion
mobile phones in
use today.
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6. There are over 1
billion smartphones
in use today.
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7. By 2014
mobile
internet usage
will overtake
desktop usage.
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8. 62% of 25-34
year olds have
smartphones
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9. Half of all local
searches are performed
on mobile devices.
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10. Mobile 2.0
Don’t forget
the Tablets
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11. By the end of 2012
tablet sales will
overtake PC sales.
-Tim Cook
Apple CEO
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12. 55 million iPads sold
in the first 18 months!
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13. We live in an
“app” world.
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14. 14
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15. Mobile Platforms
iOS
iPhone iPad
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16. Mobile Platforms
Android
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17. Mobile Platforms
The also Rans
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18. Mobile Platforms
But is it an also
ran?
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19. Do you need a
mobile strategy?
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20. Yes!
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21. One size does
not fit all!
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22. One size does
not fit all!
Websites vs Apps
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23. Websites vs Apps
The Good News
Use your existing site Installed App
Use existing Can use data from your
technologies existing site
Can be done Represents a significant
incrementally branding opportunity
Use the hardware
Fastest user experience
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24. Websites vs Apps
The Bad News
Uses your existing site New technologies
Can be difficult to take Need to navigate the
advantage of hardware app store process
Lots of form factors to There’s more than one
deal with platform
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25. Four Main Strategies
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26. Four Main Strategies
Mobile Web Site
Responsive Design
Native Apps
Cross Platform Apps
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27. Mobile Web Site
Serve unique content for mobile devices
using either a separate website, or the same
website using separate templates and graphic
content.
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28. Mobile Web Site
Twitter
Notice the mobile.twitter.com
address,
and the web
browser controls.
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29. Mobile Web Site
Twitter
Elements are large enough to
tap with a finger.
No side bars.
Limited and focused content.
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30. Mobile Web Site
Twitter
Accessing additional
functionality requires a drill
down to another page.
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31. Mobile Web Site
The Home Depot Trip Advisor Facebook
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32. Four Main Strategies
Mobile Web Site
Responsive Design
Native Apps
Cross Platform Apps
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33. Responsive Design
Use various techniques, such as CSS, fluid
layouts, and flexible images to achieve a
pleasing appearance on a mobile device while
serving the same content.
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34. Responsive Design
A WordPress Example
Desktop Layout
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35. Responsive Design
A WordPress Example
iPad Layout 35
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36. Responsive Design
A WordPress Example
iPhone Layout
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37. Responsive Design
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38. Four Main Strategies
Mobile Web Site
Responsive Design
Native Apps
Cross Platform Apps
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39. Native Apps
Applications written specifically for a
particular mobile platform, such as iOS or
Android using native tools.
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40. Native Apps
Objective-C or Ruby Java
Xcode Eclipse, IntelliJ
Cocoa Touch Android APIs
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41. Four Main Strategies
Mobile Web Site
Responsive Design
Native Apps
Cross Platform Apps
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42. Cross Platform Apps
Apps developed using tools that
leverage web based technologies, such
as HTML5, Javascript, and CSS, Flash,
Flex, and many others to create native
applications available through iTunes
and Android app stores.
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43. Native Apps vs Cross Platform Apps
The Good News
Takes best advantage of the Write one app and run on
hardware multiple platforms
Looks and feels like a native Performance is generally
app good
Many developers available Can leverage existing skills
from prior platforms, such as
web design and
development
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44. Native Apps vs Cross Platform Apps
The Bad News
Need to maintain multiple Cross platform always has
versions of your app for each compromises
platform
Performance can suffer in
certain edge cases
Need to learn new
technologies Can be hard to achieve a true
native look and feel
Sometimes the app store can Some solutions have limited
be a pain developer communities
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45. What Should I Do?
Marketing Website Mobile Web Site
E-Commerce Responsive Design
Database Application Native Apps
Software as a Service Cross Platform Apps
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46. What Should I Do?
Marketing Website Mobile Web Site
E-Commerce Responsive Design
Database Application Native Apps
Software as a Service Cross Platform Apps
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47. I’m Mark Menard
@mark_menard
We Build Web & Mobile Apps
http://www.enablelabs.com/
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48. Referral Madness
Get $500 for Win a
every referral Retina Display
we close. MacBook Pro!
Ends August 31, 2012
http://www.enablelabs.com/referral-madness
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49. Credits
Mobile Usage Statistics: http://tag.microsoft.com/community/blog/t/
the_growth_of_mobile_marketing_and_tagging.aspx
Sneakers photo: Linda Cronin: http://www.flickr.com/photos/oldflints/5849110918/
Reveal: Responsive Wordpress Theme: http://themetrust.com/themes/reveal
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