Smartphones have evolved significantly from early devices in the 1990s to become powerful computers with touchscreens, apps, and connectivity. The smartphone market is currently dominated by Android and iOS devices, though other platforms like Windows Phone aim to compete. The growth of smartphones and tablets is driving major changes in consumer expectations and the technology industry overall.

1. Smartphone Technology

2. Introduction What is a smartphone? What’s their history? What does the market look like today? Where is the market going in the future? What does this all mean for us? How do we develop for these devices? What’s our current capability?

3. Reference No widely agreed definition Wikipedia offers us: “…a mobile phone that offers more advanced computing ability than a contemporary feature phone…” “…smartphones and feature phones may be thought of as handheld computers with a mobile telephone…”

4. Most are a mobile phone Most have Wi-Fi connectivity Most have a large touchable screen Most have Bluetooth connectivity Most have a camera Most have GPS Most have enough processing power to be considered an ultra-mobile computer Common Hardware Features

5. All support Apps All have an App Store All have a version of Angry Birds Common Software Features

6. Timeline RIM Android Symbian HTC Dream Blackberry 5810 Ericsson R380 Nokia N9000 Apple iPad 2001 2010 2007 2000 1997 2002 1996 1992 2008 Samsung Omnia 7 IBM Simon Apple iPhone Ericsson GS88 Kyocera 6035 iPhone WindowsPhone Palm

7. Total Sales Source: Gartner (April 2011)

8. Smartphone MarketShare 2010 Source: Gartner (April 2011)

9. Market Share Trend Source: Gartner (April 2011)

10. Symbian will die out Android will begin to dominate will own the low-to-mid end market iPhone will remain 2nd and continue to own the high end market Blackberry will remain 3rd and continue to own the business market. Windows creates uncertainty Behind the numbers

11. iPad First Quarter Sales Source: Bernstein Research (October 2010)

12. Total Tablet Sales

13. Change in expectations Shift away from websites to websites + (complimentary) apps 59% of smartphone users downloaded an app this month There’s an App for that!

14. Total Number of Apps

15. App Growth

16. Desktop Market Share

17. Propriety IDE available (Apple’s XCode) Development must be performed on a Mac Objective C is programming language of choice App distribution is via tightly managed iStore iOS Development

18. Learned from Apple’s “mistakes” Open Source IDE available (Eclipse) Development can be done on any major desktop OS Java (Davlik VM) is programming language of choice App distribution is relatively loosely controlled Android Development

19. Years of experience keeping developers happy Free and propriety IDE (Visual Studio) Development is aimed at Windows .NET programming languages App distribution is relatively loosely controlled Windows Phone Development

20. Multiply development costs Adobe Air offers alternative Write once deploy anywhere Adobe platform not aimed at the business uses Nothing stopping platforms banning it Apple’s already tried! HTML5 offers an interesting alternative Multi-Platform Development

21. Mobile applications – Bruce Power (Energy) and Transport Scotland (Public Sector) Smartphone applications – BMI Check-in, Mobi-ticket, Queue Measurement (all Transport) First iPhone app – Infrastructure Manager First Android app – Transport Scotland First Blackberry app – 3rd party partner Capability

22. Smartphone and Tablet signal a divergence in computing platforms Customer expectations are changing Where’s the app? Changing technology market Now Microsoft and Oracle but Google has emerged as key technology vendor Smartphones are affecting the whole market Improvement in mobile phone networks Challenges

23. Neil Logan neil.logan@amorgroup.com @neil_logan