The document discusses the evolution of the mobile web from Mozilla's perspective. It covers Mozilla's background and values, the current state of the mobile web including the rise of smartphones and tablets, a vision for experiences beyond just browsing on mobile devices, and the role of HTML5, web apps, and other technologies in realizing this vision. It also outlines 24 visions for the future of mobile, such as rapid growth, cross-platform experiences, security and privacy, and the roles of native apps versus web apps.

1. mobile web (r)evolution
thomas arend, mozilla
september 15, 2011

2. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

3. ➀ about mozilla
450+ MILLION USERS
80+ LANGUAGES
500 EMPLOYEES in 15 COUNTRIES
3 BILLION ADD-ONS DOWNLOADED
140,000 COMMUNITY ADD-ONS
BUILT BY 1,000s of CONTRIBUTORS

4. ➀ about mozilla As driver of
choice and
innovation on
2005
the Web,
Mozilla
continues to
revolutionize
the market,
give users
more control
and empower

5. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

6. ➁ mobile web today – mobile vs desktop web access
More people access web on mobile than desktop
Future: In emerging markets the majority of Internet users are mobile-
only.
Emerging markets account for 80% of people coming online in next 4

7. ➁ mobile web today – smartphone platform distribution
Q1 2011 Source: Gartner Report

8. ➁ mobile web today – tablet sales – 400% growth by 2012
Q1 2011
Source: Strategy Analytics

9. ➁ mobile web today – user-centered view
• People use a constellation of devices in their normal
lives; some are solely personal, some are shared
• Single-purpose apps are moving out of the browser or
shedding browser UI; the browser must remain a great
multi-purpose tool
• Of the browser’s two jobs - rendering the web and
sense-making layer - the latter getting more and more
emphasis
• Context has always been important, but now varies
much more and is increasingly device-understandable

10. ➁ mobile web today – device spectrum

11. ➁ mobile web today – new options

12. ➁ mobile web today – mental model

13. ➁ mobile web today – native apps user behavior

14. ➁ mobile web today – native apps discovery

15. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

16. ➂ beyond browsing
• users produce more web content everywhere
• using devices together, not just in sequence
• presence (availability) and interruptability
– more than sharing - having your people with
you online
– how do you get solitude gracefully?
• better contextual awareness
• Frecency+

17. ➂ beyond browsing
• Users access the web (consume and create) in…
• Browser
• OS
• widgets
• live wallpaper
• native apps
• embedded systems
• etc.

18. ➂ beyond browsing – seamless web experience
Home
read reviews
Shared
Mobile continue trailer
Office watch trailer IPTV
discover movie watch
movie

19. ➂ beyond browsing – solving the password issue
Create and control online identities
Users have complete control over which identity to use on websites and
what data to share. Users have a safer and more private option for
interacting with websites
Websites can cut down on the number of sign-in tags on their site
Read more at http://identity.mozilla.com/

20. ➂ beyond browsing – seamless web experience
1 
@
Today Tomorrow BrowserID Apps & Sync Web = Platform
User = anonymous User needs to be Give users the Center services Deliver via a web
device, account or recognized as an ability to create and solutions based platform
user agent individual, where he their own on the user
is in control over identities identity
Our technology is built who he is (v. the platform
around optimizing the or device)
Our technology puts
experience
the user at the
center of their

21. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

22. ➃ html5 & friends
More: https://wiki.mozilla.org/Home/Roadmap

23. ➃ Access & friends –and Local Sensors device Fully Engaging App
html5 to Key APIs local sensors | Provide apis
Experiences
1 2 3
4 5 6
7 8 9
+ 0 *
Telephony Gestures Audio Location Settings
Contacts NFC Camera Bluetooth SMS
Match and exceed the capabilities of native
apps.

24. ➃ html5 & friends - demos
• Local Sensors and Device APIs
• Interactivity
• 2D and 3D
• Media rendering without plugins
• Local Storage
• Multi-process
• Notification
• Geo-Location
https://developer.mozilla.org/demos/tag/tech:mobile/

25. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

26. ➄ web apps – killing native apps?

28. ➄ web apps – better than native apps?!
Web Apps are applications that run on
any device, and can be distributed
through any store or directly by the
developer.

29. ➄ web apps – not better than native apps!
John wants to add a new feature to his smartphone
native app web app
• installed from app market • no install = no control?
= user control
• “get something for • no download = no value?
money” • no icon on home screen
• beautiful desktop icon • multi-purpose = ambiguous
• single purpose • Slow user response: launch
• instant user response: browser, find and launch web
tap and launch page
• can access all device • can’t access all device features
features (e.g. mic, cam, NFC)
• pixel-perfect, device • generic
specific

30. ➄ web apps – are better than native apps!
Paul wants to play Scrabble™ on any of his devices and invite Mary to
native app web app
• leave context •
• download and install •
app • play game
• play game • invite to join game in real-
• share link to app via time
email •
• Install on each other
device (on supported
platforms only)

31. ➄ web apps – open web apps marketplace
• Open and transparent for users and developers
• Run everywhere the web runs
apps belong to you
• Strong support for web developers
• No-strings-attached Identity
• Deeply integrate Identity and Social
• Content is linkable, sharable,
composable, discoverable, beautiful
see https://apps.mozillalabs.com/

32. ➄ web apps – app discovery beyond marketplace
• Vertical App stores have proven
to be an effective way to
discover and transact.
• Bring discovery back to the
Web
-While you browse
-In context
-Through sharing
-To fulfill a current / specific
need
“Web Activities” (with
Google)
-And in App Stores

33. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

34. ➅ 24 mobile visions
1. Rapid Growth
2. Always On
3. Seamless
4. Cross-Platform
5. Sharing
6. Future of the Browser
7. “Me in the cloud”
8. Accessibility drives Mainstream
9. Transformers
10. Smaller than small
11. Security and Privacy
12. Social goes Mobile

35. ➅ 24 mobile visions (cont’d)
13. Mobile Wallet
14. Personal vs. Shared Devices
15. Smart Devices vs. Dumb Terminals
16. International
17. More Power – Really?
18. Mobile View
19. Remote Control
20. Location, Context, Sensor
21. Add-ons, Web Apps, Native Apps
22. Need for Speed
23. Fun
24. Communication, too

36. ➀ about mozilla
➁ mobile web today
➂ beyond browsing
➃ html5 & friends
mobile ➄ web apps
web
(r)evolutio ➅ 24 mobile visions
n
➆ outlook

37. ➆ outlook
• seamless online, cross device and platform
• web apps based on HTML5 & friends
• native apps where appropriate
• “get up and go”
• privacy - do not track
• security – BrowserID
• “type less, browse more”
• tablets
• “mobile first” approach

38. stay in touch
• html5rocks.com
• www.mozilla.com/mobile
• wiki.mozilla.org/Roadmaps
• apps.mozillalabs.com
@thomasarend
thomas@mozilla.com