The document discusses mobile market share trends in the UK, highlighting iOS's current dominance, growing Android usage, and expected traction for Windows Phone. It emphasizes the importance of application programming interfaces (APIs) for software interaction and notes challenges in supporting older OS versions. Additionally, it mentions various non-Google Play app stores and niche operating systems, as well as strategies for app development and differentiation.

1. PLATFORM STRATEGY
& INNOVATION
Amitabh Ghatak
Product Development
William Hill

2. MOBILE MARKET SHARE UK
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
iOS Android BBOS Windows
Phone
Others
Internet usage
Q3 Device Sales

3.  Revenue wise, iOS still the market leader (for now)
 Android of course will continue to grow
 Traction expected in Windows Phone
 Hardware commoditized, Sof tware the distinguishing
factor
 Prediction: BB to launch Android phone

4. HTML5TEST IS YOUR FRIEND
Final Spec for HTML5 published 28 Oct 2014
HTML 5.1 & 5.2 underway

5. OS FRAGMENTATION
After 1 month, 47% users on iOS8 After 1+ years, 30% users on 4.4 “KitKat”

6.  Suppor ting older versions are a pain
Mobile Web as catch all, App is the dif ferentiator
 Apps – support x & x-1 versions only (where x is the
most popular version)
 Drop suppor t below 2-5%

7. UNLOCK YOUR MOBILE POTENTIAL
 Application Programming Inter faces (APIs) are a set of
standard contracts that al lows 2 sof tware pieces to interact
with each other without needing to know whats under the
hood.
int myTemp = GetTemperature (string cityName);
 Ef ficient
 Versioned
 Well documented
 Testable

8. BETFAIR

9. HAVE A GREAT HYBRID STRATEGY
 Standardized app components that are flexible

10. SOLVED IT ALL?
 A nd ro i d Fo rk s ( “AOS Ps ”)
 FireOS
 Xiaomi
 Gionee
 Non Google Play appstores
 GetJar
 Appslib
 SlideMe
 1Mobile
 Mobile9
 Target niche OSs
 WP penetration is slowly moving up
 BBOS allows you to run Android apps`

11. DEMOS

12. WEBVIEWS FOR PERFORMANCE

13. BEACONS FOR MICROLOCATION

14. TOUCHID – TRANSACTION BASED

15. SHAZAM – AUDIO TRIGGERS

16. CLUSTER – INTELLIGENT TIMING