With the successes of applications like Instagram and Snapseed there's no arguing that photo applications are an interesting niche - Regardless, bringing and application to market with such an intense technical focus is no simple task. B.J. Morden, former Director of IT and Business Transformation at Black's Photography delivered this presentation as part of the Mobile Learning Lab - a collaborative resource centre built to facilitate education and networking opportunities for mobile professionals in the greater Toronto area. The event is fueled by Ward Technology Talent - www.WardTechTalent.com.

1. Pioneering a Mobile
Photo App
May 1, 2013
Presented by: BJ Morden – Director, E-Commerce

2. 2 © 2013 BJ Morden
Agenda
• The Bright Idea
• Native App vs.. HTML5
• Multi Device Support
• Ecosystem Architecture
• Development
• Hang on Tight
• Questions

3. The Bright Idea

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The Bright Idea
• 2009, Nine Years into the Digital Imaging
Revolution
• The Digital Imaging Landscape
• Imaging Retailers Need a way to Differentiate
Sales Photos Taken

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The Bright Idea
• Smart Phones starting to become common
– 40% of Canadians have smart phones
– 50% of those are monthly internet users
• OS Breakdown
– 31% Blackberry
– 31% Apple
– 28% Android
• 3MP Camera’s on board Smart Phones
– Able to reproduce 4x6 very well
Percentage data by comScore – www.comscore.com

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The Bright Idea
Smart Phone App Server Printed 4x6
Completed in 10 Minutes

7. Native App vs. HTML 5

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Native App vs. HTML 5
• Why the choice?
• Native App Pros, for a photo app
– Application speed
– User interface visuals
– Discrete access to hardware elements
– Ability to manage cellular networks better
• HTML 5 Pros, for a photo app
– Quick development
– Easily updated in the future
– Direct tie in to pricing/commerce engine

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Native App vs. HTML 5
• Native App Cons, for a photo app
– Native code base for each device/OS
– Long development time
– Required addition infrastructure
• HTML 5 Cons, for a photo app
– Unable to directly access hardware
– Requires constant connection to complete order
– Speed of the interface
– Complicated formatting issues

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Native App vs. HTML 5
VS

11. Multi-Device Support

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Multi-Device Support
• How many OS’s were there?
– iOS 3.x
– iOS 4.x (on the horizon)
– Android Eclair
– Android Froyo (around the corner)
– Android Gingerbread (on the horizon)
– BlackBerry OS 5.x
– BlackBerry OS 4.x
– Windows Phone 7
– Symbian

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Multi-Device Support
• How to determine what devices to support
– It all comes down to the OS and market share
• Recall from earlier the market share numbers
– 31% Blackberry
– 31% Apple
– 28% Android

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Multi-Device Support
• Market Share made the choice relatively easy
– Unfortunately RIM had about 10 devices on the
market at the time and not every device had to
the same OS or resolution
– We had to pair down to a reasonable number so
decided to only support what we classified as
devices with a HD screen.
• Finally settled on the following
– iOS 3+
– BlackBerry OS 4.x+ & HD Resolutions
– Android 2.2.x+

15. Ecosystem Architecture

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Ecosystem Architecture
• Considerations
– How to combat dropped cellular connections
– How to take payment, circumventing high cost vendor
transactions
– How to update pricing on the app
– How to switch backbends without app updates
– How to deal with different app versions due to users
not upgrading
– How to handle future network speed increases
without app updates
– How to manage SKU’s in the app
– How to manage stores locations in the app

17. In Store
Lab
Camera
Phone
mGW
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Ecosystem Architecture
Billing
Gateway
Print Order
Manager
Commerce
Order
Manager
HTTP(S) RESTful
Web Services
HTTP Post
Image Upload
HTTPS
RESTful API
HTTPS
SOAP
HTTP(S) RESTful
Web Services
HTTPS
RESTful API
Secure FTP

18. Development

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Development
• What languages were used
– Xcode for iOS
– Java for Blackberry
– Java for Android
• In house vs. outsourcing
– Relatively new space
– Lack of qualified software engineers
– Lack of managerial understanding for the need
– Vendors were specializing in mobile apps

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Development
• Use cases
• Business Needs
• Design Requirements
• Major Features
BRD
• Architecture
• Software
• API
• Network
Considerations
TRD • Every Screen
• Mains Devices
• Each Action
• Align with BRD
Mockups
• Working Proof of
Concept
• Standalone
Functionality
Alpha Code
• Use cases nearly
implemented
• Functionality to mGW
• Integrated Features
and Functionality
Beta Code
• Match BRD to App
• Test each Use Case
• Verify Cross Hardware
Compatibility
• Ensure Full Function
QA • Final build
• Complete Functionality
• App communicates to
mGW
• mGW forward on
UAT
• Submit apps to OS
Stores
• Ensure Systems are
ready
• Light up promos
Production

21. Hang on Tight

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Hang on Tight
• App stores submission are funny things
– Sometimes it is quick
– Sometimes it gets rejected
• Comments are king and they come fast and
furious
• You won’t (and can’t) make everyone happy
• Stay the course, but address pain points
• Most important – HAVE FUN

23. Questions?