Evento Disru.pt em Castelo Branco Workshop Mobile Thinking - leccionado por Jorge Frazão, tutor da EDIT. / Porto. Neste workshop serão abordados os seguintes temas: - O mundo mobile nos dias de hoje e a sua importância; - As principais funcionalidades e vantagens; - Negócios Mobile com sucesso; - Plataformas disponíveis (iOS, Android, Windows Phone, Híbridos); - Desenvolvimento Mobile; - As principais metodologias de geração de dinheiro através de aplicações mobile.

1. MOBILETHINKING
May 27, Castelo Branco

2. MOBILETODAY

3. MOBILE OS
Portugal - 3.57%
Worldwide - 2.33%
Portugal - 68.01%
Worldwide - 63.43%
Portugal - 25.35%
Worldwide - 20.78%

4. PORTUGAL

5. THREE IN FOUR USERS BETWEEN 15
AND 24 USE INTERNET

6. THE DEVELOPER POPULATION

7. 19 million software developers in
the world
8.7 million are now writing apps targeted for mobile devices

8. the mobile developer
population has doubled
since 2010 and added
700,000 new
developers in 2013

9. CAN EUROPE COMPETE
WITH U.S. TECH STARTUPS?

11. "THE FACT IS, HERE IN EUROPE, WE
HAVE MANY GREAT SUCCESS
STORIES – BUT WE ARE NOTTELLING
THEM.THERE ARE SO MANY
TALENTED PEOPLE WORKINGTO
MAKETHEIR IDEAS A REALITY.” -
NEELIE KROES
the European commissioner for the Digital Agenda, said in a speech in September.

13. BRIEF HISTORY

14. IPHONE OS 1.0
June 29, 2007
Core iOS UI
Multi-touch gestures
Mobile Safari
Maps (Google)
iTunes Sync
Hidden file system
No SDK

15. IPHONE OS 2.0
July 11, 2008
App Store - Apps
Native 3rd-party apps
Contact Search
Microsoft Exchange
Support

16. IOS
the price of a top-shelf mobile app
rapidly dropped from the $40
range to the $5 or even 99-cent
range.
July 11, 2008

17. IPHONE OS 3.0
June17, 2009
Search
Cut, Copy, Paste
MMS
Push Notifications
Find My iPhone
Video Recording
In-app purchases

18. IPHONE OS 3.2
April 3, 2010
The iPad arrives

19. IOS 4.0
June 21, 2010
FaceTime
Multitasking
Unified email inbox
iAds
Notifications w/ scheduled alerts
Task completion in background
Fast app switching/saved state
Music apps can play in background

20. IOS 5.0
October 12, 2011
Siri
iMessage
iCloud

21. IOS 6.0
September 19, 2012
Facebook Integration
Apple Maps
Passbook
Panorama photos
Apple Maps uses 80% less data than Google Maps

22. IOS 7.0
September 18, 2013
Complete Redesign
Control Center
AirDrop
Free iWork
Improved Multitasking
Automatic Updates
Touch ID

23. IOS 8.0
June 2, 2014
Continuity
Widgets
Extensibility
Upgrading Messages
iCloud Drive
HealthKit
HomeKit

24. IOSVERSION DISTRIBUTION
May 11, 2015

25. ANDROID 1.0
October 22, 2008
Pull-Down Notification
Home Screen Widgets
Deep, Rich Gmail
Integration
Android Market

26. ANDROID 1.5 CUPCAKE
April 30, 2009
Video Capture
Clipboard Improvements
On-Screen Keyboard with
text-prediction

27. ANDROID 1.6 DONUT
September 15, 2009
Support for higher screen resolutions
Improved search experience
Multi-touch gesture
VPN

28. ANDROID 2.0 ECLAIR
October 26, 2009
Live wallpapers
Multiple account support
Google Maps Navigation
New Lock Screen

29. ANDROID 2.1
January 5, 2010
Google Nexus One

30. ANDROID 2.2 FROYO
May 20, 2010
Camera Improvements
Numerous enhancements for Microsoft’s Exchange
(Remote Wipe, Calendar, Improved Security)

31. ANDROID 2.3 GINGERBREAD
December 6, 2010
Internet phone calling
Near-Field Communication (NFC)
New Download Manager
Multiple camera support (Front and Back)
Support for barometer, gravity, gyroscope, linear
acceleration and rotation

32. ANDROID 3.X HONEYCOMB
February 22, 2011
Green to Blue Accents
The death of physical buttons
Improved Multitasking
Improved App Layout
Tablets

33. ANDROID 4.X ICE CREAM
SANDWICH, JELLY BEAN, KITKAT
October 19, 2011
Roboto Refresh
Expandable,“actionable” notifications
Multiple User Profiles
Photophores
Google Now
Full screen apps
Emoji
New Dialer
Productivity enhancements
Google Wallet

34. ANDROID 5.X L
November 3, 2014
Android Everywhere (tv, wearables and cars)
Android Auto

35. ANDROIDVERSION
DISTRIBUTION
May 4, 2015

36. ANDROIDVERSION
DISTRIBUTION
May 4, 2015

37. MAIN FEATURES

38. Interactive Notifications
Notifications
Location
WIFI
Apple Watch
BLE
In-App Purchases
iAds
Siri
Touch ID
iBooks
SpriteKit
HomeKit
HealthKit
Photos
Videos
MFi
Mail
Contacts Sync
Sensors
MultiTouch
iCloud
Game Center
Music
Background Services
Apple Pay
Car Play
Passbook

39. Interactive Notifications
Notifications
Background Wi-Fi Location
WIFI
Android Wear
Bluetooth Smart
In-App Purchases
Google Mobile Ads
Widgets
NFC
Multitasking
Google Nest
Google Fit
Photos
Videos
Mail
Contacts Sync
Sensors
MultiTouch
Google Drive
Game Center
Music
Background Services
Google Wallet

40. PREDICTIONS FOR 2015
• Standalone apps will lose importance
• Hardware innovation will enable new opportunities
• Mobile competition will shift to accessories and ecosystems
• Mobile context becomes high-def
• Service virtualization and API design tools will appear
• Low-code platforms
That competition will span cars (Android Auto
CarPlay), wearables (Android Wear vs. Apple W
television (Android TV vs. Apple TV), and the h
(Apple HomeKit vs. Nest).
So, with regard to API de
example, Forrester insists
defined API ecosystem is
front-end (mobile or othe
experience to be flexible
adapt to continuously ch
customer demands." Tha
without that flexibility, "fir
to maintain separate bac
architectures for each fro
channel, which is simply

42. WHICH ENTERPRISES ARE ADOPTING
MOBILE SOLUTIONS FIRST?
• Banking
• Healthcare
• Transportation
• Government
• Telecommunications
• Insurance
• Retail
• Automotive

43. TOOLS, PLATFORMS &
PRICING MOBILE
DEVELOPMENT

44. IOS
June 29, 2007

45. IOS
June 29, 2007
XCODE
CurrentVersion 6.3.2

46. PRICING IOS
iOS Developer - $99/year
Enterprise - $299/year

47. ANDROID
September 23, 2008

48. ANDROID
ANDROID STUDIO
CurrentVersion 1.2
September 23, 2008
ECLIPSE + ADT PLUGIN
ADT CurrentVersion 23.0.6

49. PRICING ANDROID
Developer - $25

50. WINDOWS
October 21, 2010

51. WINDOWS
October 21, 2010
VISUAL STUDIO
CurrentVersion 2015

52. PRICING WINDOWS
Individual -$19
Company - $99
Apple charges $99/year to j
Program which lets you pub
iPhone, iPod Touch, and iPa
for free there are no further
for your app, Apple takes 30
Mac to develop your app on
apps on Windows). All the s
develop your app is include
Developer Program membe
comes for free with every M
Microsoft Charges $99/year
lets you develop for both th
Windows Phone 7. For deve
8 apps you'll need Windows
Studio 2012. Like Apple, Mi
for distributing free apps (yo
free, and after that it costs $
and they take 30% of the re
You'll need a machine runni
Windows Vista to develop y
don't need to buy any softw
buy a Visual Studio license
provided by the more advan
would be unusual).
Google charges a one-time
developer account on Goog
publish Android apps. Free
no cost, and Google takes 3
paid apps for "carriers and b
You can develop Android ap
Linux, or a Mac. Apps are w
SDK which is available for fr

53. CROSS PLATFORM

54. FRAGMENTATION
fragmentation of devices, operating systems, screen sizes
and more
Source: OpenSignal (Android fragmentation, July 2013)

55. XAMARIN PLATFORM
http://xamarin.com/test-cloud
Flipboard, Foursquare, Trello

57. PRICING XAMARIN
Indie - $25/month
Community - free (only to code)
Business - $83/month
Enterprise - $158/month
http://xamarin.com/test-cloud#pricing

58. PHONEGAP PLATFORM
Flipboard, Foursquare, Trello
http://phonegap.com

59. PHONEGAP PLATFORM
Flipboard, Foursquare, Trello
http://phonegap.com

60. PRICING PHONEGAP
Free (1 app - 50MB)
Paid (25 apps - 100MB) -
$9.99/month
http://phonegap.com

61. TITANIUM PLATFORM
Flipboard, Foursquare, Trello
http://www.appcelerator.com/

62. PRICING TITANIUM
Indie - $39/month
Team - $259/seat/month
http://www.appcelerator.com/pricing/

64. PRICING UNITY
Personal - Free
Professional - $75/Month
iOS Pro - $75/Month
Android Pro - $75/Month

65. WHICH ARETHE MAJOR
EXPENSES IN PROJECT
DEVELOPMENT?

66. MAJOR EXPENSES
• Planning
• Application Design
• Development
• Infrastructure
• Text Content
• Marketing
• Management
• Test
• Polishing
• Deployment

67. APP FEATURES
• Camera/Photos
• Location
• User Profile
• Login
• Social Login
• Search
• Accept
Payments
• Privacy Settings
• Rating System
• Maps
• Activity Feed
• Calendar
Integration
• QR Code
http://www.kinvey.com/app-cost-estimator

68. WHAT ISTHE AVERAGE
COST OF AN APPLICATION?
https://www.otreva.com/calculator/stats.php

69. ANGRY BIRDS
http://www.develop-online.net/news/
angry-birds-cost-rovio-140k-ha§s-
made-70m/0108912

71. MOBILE APP DEVELOPMENT
GUIDE

72. 1.AN IDEA OR A SOLUTION
TO A PROBLEM

73. 2.TARGET MARKET
Around 62 percent of smart phone users are
between the ages of 25 and 34 years old
Once a target market is identified, app developers should a
take into consideration their market’s willingness and capac
to buy apps, premium services, subscriptions or in-app
purchases.

74. 2. MOBILE PLATFORMS
Google is currently dominating the mobile market
with 900 million users.Apple currently has 600
million, while Windows has 12 million.
Once a target market is identified, app developers should a
take into consideration their market’s willingness and capac
to buy apps, premium services, subscriptions or in-app
purchases.

75. For potential app users, there is a GIGANTIC
difference between $0.00 and $0.99.
3. SELECT HOW TO
MONETIZEYOUR APP

76. PAID, FREEMIUM AND FREE-TO-PLAY,
IN-APP PURCHASES AND
SUBSCRIPTIONS

77. App purchases make up 68% of money
made on mobile. (The other 32% comes
from mobile advertising.)

78. Mobile advertising grew 47% in 2013, but that
only represents 11% of the total Internet
advertising.

79. App developers may look to strategies such as
finding a way to get into “Staff’s Picks” in an app
store, or through App Search Optimization (ASO).
3. MARKET VISIBILITY AND
COMPETITION

81. MAIN APP STORE
OPTIMIZATION (ASO):
• Be Descriptive in your App Name
• AppTitle, Description, Icon,AppType, Category
• Choose your Keywords Wisely
• MobileDevHQ,AppTweak, SensorTower, SearchMan and App Store
Rankings
• Screenshots and Video on the App Store

82. SECONDARY APP STORE
OPTIMIZATION (ASO):
• App Ratings & Reviews
• Appirater,Apptentive, Localytics
• App Downloads
• MobileDevHQ,AppTweak, SensorTower, SearchMan and App
Store Rankings
• Video on the App Store

83. Use tracking tools to measure what
happens inside the app
4. TRACK EVERYTHING

85. https://mixpanel.com/segmentation/

86. A good rating in the various app stores is
more important than ever.
5. ENCOURAGE USERSTO
RATEYOUR APP

87. 6. MARKETING,APP DEMOS,
AND DISCOVERABILITY

89. THE PROBLEM OF APP
DISCOVERY
With over a million applications in the market across platforms,
app publishers are finding it increasingly challenging to cut through
the noise and get their apps discovered and downloaded.
The app stores become more and more saturated, it is evident that
developers can no longer solely rely on the distribution centers to
succeed.

90. TYPICAL CHOICES MADE BY
APP DEVELOPERSTODAY
• Focus their development on iPhone (58%), iPad (54.5%) &
Android (48.9%)
• Developed more than 10 applications (28.4%) in their career thus
far Priced their apps usually as FREE (35.2%) or at $0.99 (30.7%)
• Employed revenue models which typically included
1. Paid Apps (64.5%)
2. Advertising (39.5%)
3. Freemium / Lite to Premium (32.9%)

91. HOW DEVELOPERS ARE REALLY DOING
WITHTHEIR APPS

92. THE ‘LOTTERY’
"RIGHT NOWYOUR APP IS LIKELY
NOT GOINGTO BE FOUND IFYOU
NEVER BREAKTHETOP 100 ORTOP
200 LISTS.”

93. 80%are NOT generating enough revenue with their
app to support a standalone business

94. 59%are NOT earning enough money to break even
with development costs

95. 63%have had their app downloaded 50,000 times or
less

96. 68%reported that their total revenue to date was
$5,000 or less

97. 52%had $0 set aside for marketing and spent less
than 5% of their time promoting their app

99. APP MARKETING CHECKLIST
TOP EANERS
Online Landing Page
Mobile Landing Page
Social Networks:Twitter & Facebook
Paid Media: Mobile, Search, Social
Paid Reviews
PR & Blogger Outreach
Price Promotions

100. SUCCESS CASES

105. Brighton, United Kingdom

106. Russia
Cut the Rope have been downloaded more than 500 million times.

107. Stockholm, Sweden
60 million users (15 million paid) by January 2015

108. Espoo, Finland

109. Helsinki, Finland
they make $2.4 million every day from their 8.5 million
players worldwide.

111. DON’TS

114. APP TEAMS