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WITI Mobile Development Workshop 2012
The document discusses the emerging importance of mobile development and strategies for companies to assess and enhance their mobile presence, noting that a significant percentage of internet traffic comes from mobile devices. It highlights mobile trends such as the continued rise in tablet usage, the impact of mobile video consumption, and the primacy of mobile-first strategies over traditional web approaches. Additionally, it emphasizes the significance of data-driven decisions in mobile monetization and app performance management.
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WITI Mobile Development Workshop 2012
- 1.
- 2. AMANDA MCCONNELL Head of Product @zorstag but wait, there’s no “mobile” in that title!
- 3. If you arein Technology today you are in Mobile.
- 4. 42% of allmobile users in the US are smart phone users.
- 5. Almost 50% ofall mobile users in the US have used an App and Mobile Browser.
- 6. 40 million tabletsubscribers in 2 years, 3.5x faster adoption then smartphones.
- 7. 8.2% of internettraffic came from a mobile device as of Dec 2011
- 8. But what doesthis mean for my company?
- 9. ASSESS YOUR MOBILE LANDSCAPE • What percentage of your web traffic is mobile? • How do users get to your site? • Apps? • What do your key metrics look like on mobile devices?
- 10. Its all aboutthe data
- 11. DETERMINE YOUR MOBILE STRATEGY • Ifyou don’t have apps, get some. If you have apps, how are they performing? • Does your API support all the features and functionality you need in your apps? • How are you going to address your mobile web traffic? • How many resources can you dedicate to mobile efforts?
- 12. Bring on theexperts!
- 13. APPs BESS HO Founding Partner and Mobile Architect, Archimedes Labs @bess API KETAN ANJARIA Founder, CardFlick @kidbombay Responsive Design PATTY TOLAND Partner, Filament Group, Inc. @pattytoland
- 14. Women Powering TechnologySummit Technical Workshop: Mobile Development Mobile Trends Bess Ho @bess Archimedes Labs Jun 5, 2012 Santa Clara CA
- 15. About Me @bess Book Startup Startup Author Incubator Adviser Archimedes Labs m ing Mobile Workshops Co Technical IP for Startup
- 16. Mobile First Web Second Fred Wilson 2010
- 17.
- 18. Mobile First Your SMS Message: “ follow fredwilson to 40404 ” In 2010 46% Twitter active users use mobile regularly
- 19. Mobile First Foursquare haslittle value on its web app Foursquare delivers key values on mobile
- 20. Mobile First Kleiner PartnerMary Meeker’s 2012 May Report
- 21. Desktop vs Mobile KleinerPartner Mary Meeker’s 2012 May Report
- 22. eCommerce vs mCommerce KleinerPartner Mary Meeker’s 2012 May Report
- 23. iPhone vs Tablet KleinerPartner Mary Meeker’s 2012 May Report
- 24. Desktop Laptop vsTablet Kleiner Partner Mary Meeker’s 2012 May Report
- 25. iPad IDC reported 17.4Million Tablets were shipped worldwide in 1st QTR in 2012 34 Million Tablets Tablet generates 3.4 times more traffic than smartphone 517 MB/month vs 150 MB/month By 2016 Tablets is 10% of global mobile data traffic 68% are iPads
- 26. iPad By 2016 Tabletgenerates the same traffic as mobile traffic in 2012
- 27. Big Data In 2011 Mobile data was 8x the size of web data in 2000 No. of mobile devices exceeds no. of worldwide population by 2013 Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 28. Big Data More Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 29. Big Data More Data More Connectivity More Bandwidth Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 30.
- 31. mVideo 52% of mobile traffic is Video Mobile video is Top activities for mobile users By 2016 70+% mobile traffic will be Video Cisco’s Visual Networking Index (VNI) Mobile Report 2012
- 32. Audio Video Streaming YouTube is the largest source of mobile web traffic 12-25% Netflix 2% Pandora 6% Sandvine 2012 Report
- 33. Mobile Monetization “Biggest Mistake” Web = Mobile
- 34. Mobile Monetization Freemium BusinessModel 56% 44% App Sales Avg IAP Avg $3.77 $14 FREE APP PAID APP
- 35. In-App Purchase 30% of iOS revenue comes from in-app purchases in 2010 34 of Top 100 Grossing apps are free monetized by in-app purchases Epic Games made $10 Million in 2011 from Infinity Blade 40+% from in-app purchases Gamesbrief.com 2011
- 36. In-App Purchase (IAP) Average transaction in-app purchase $14 (iOS or Android) 14x revenue than Freemium 51% Revenue from in-app purchases comes from transactions of over $20 Of that 51%, 30% comes from $50+ transactions Gamesbrief.com 2011
- 37. IAP is Addictive Spending is a habit 56% of game player that spend a dollar come back to spend a 2nd time 25% spend 3 or more times Gamesbrief.com 2011
- 38. Dogs vs Cats Loyalty is GOLD 20 : 1 Loyal Purchaser = 20 x One-time Purchaser Top Purchaser = 100 x Loyal Purchaser Gamesbrief.com 2011
- 39. Profit Courting Rule 80-90% of Profit comes from 0.5% of User Gamesbrief.com 2011
- 40.
- 41. Life Before &After Gamesbrief.com 2011
- 42. Mobile Monetization IAP vs Freemium IAP > Advertised Free App IAP > Pay-to-play (Paid App)
- 43. Mobile Monetization “Bigger Mistake” iPad = iPhone
- 44. Big Trends It’s about PAYING Gamesbrief.com 2011
- 45. Mobile Strategy “Mobile First Web Second” Fred Wilson VC, Union Square Ventures Early Days Native App Native Mobile App Web App Web App
- 46. Mobile Strategy “App Design Should be Mobile First, Web Second” Fred Wilson Native VC, Union Square Ventures App Web App
- 47. Mobile Strategy Facebook CTO Bret Taylor Problems Solution B A C D HTML5 E G 2011 F
- 48. Mobile Strategy Gigaom Nov 2011
- 49. Strategy I Native App Cloud using Objective-C REST API HTTP XML / JSON GET / POST iOS SDK • UIWebView is a lite version of Safari browser UIWebView • Update without approval process • Content is layout in HTML5 • Share same content • Update using CSS template
- 50. Strategy II Native app Cloud using HTML5 REST API HTTP framework XML / JSON GET / POST • Appcelerator Titanium - HTML5 HTML/JS/CSS (iOS / Framework Android / BlackBerry in beta) • PhoneGap - HTML/JS/CSS (iOS / Android / BlackBerry / WebOS / Window Phone / Bada / Symbian)
- 51. Strategy III Native app using cross- platform framework Cross Platform • Conrona - Lua Framework • Adobe AIR - ActionScript 3 & Flash • Rhodes - Ruby Lua, • Unity - UnityScript(JS), Ruby, AS, C#, Boo(Python) C# • Mono - C# .NET
- 52. Mobile Strategy “Bigger Mistake” MySQL = No SQL RSDB No JOIN Not ACID Guarantees Distributed & Fault-tolerant Architecture Horizontally Scale
- 53. Heavy Lifting: NoSQL MongoDB Hadoop
- 54. Mobile Strategy “Bigger Mistake” Server-side Frameworks = Server-side API I/O API Non-Blocking Asynchronous Event-driven JavaScript
- 55. Mobile Strategy “Bigger Mistake” Thin Thick Client Client = Thick Cloud Thin Cloud
- 56. Mobile First Archimedes Labs Social | Consumer | Mobile @Bess bess@archimedeslabs.com http://www.slideshare.net/bess.ho
- 57. APPs BESS HO Founding Partner and Mobile Architect, Archimedes Labs @bess API KETAN ANJARIA Founder, CardFlick @kidbombay Responsive Design PATTY TOLAND Partner, Filament Group, Inc. @pattytoland
- 65. APPs BESS HO Founding Partner and Mobile Architect, Archimedes Labs @bess API KETAN ANJARIA Founder, CardFlick @kidbombay Responsive Design PATTY TOLAND Partner, Filament Group, Inc. @pattytoland
- 66.
- 67. filament group We designengaging sites and applications that are simple to use and accessible to everyone.
- 68.
- 69.
- 70. Sponsor & designlead
- 71.
- 72. Engaging experiences that are inclusive
- 73. In other words... Sitesthat work everywhere and for everyone
- 74. 5.98 7.0 Billion 1 Mobile Global Subscriptions Population http://www.itu.int/ITU-D/ict/statistics/at_glance/KeyTelecom.html
- 75.
- 76.
- 77. Perception: screen sizestypically on the radar
- 78. Perception: screen sizestypically on the radar
- 79. Reality: what screensizes are people really using?
- 80. Reality: what screensizes are people really using?
- 81. Responsive Web Design to the rescue!
- 85.
- 86. RWD key principles: •Mobile-first, Progressive Enhancement-based markup • Flexible grids, images and media • Media Queries (CSS3 spec) for viewport & features • Content Strategy / Optimization
- 87.
- 88.
- 89. Test real devices: 70+devices in our lab
- 90. Responsive ≠ 1-size fits all
- 91. Responsive ≠ lowest common denominator
- 92. Responsive done right: 1 modular codebase + smart logic + optimization = many experiences, each context appropriate
- 93. The big RWDchallenges: • Content Management • Advertising • Video & Image (Retina) • New KPIs & Tracking • Bandwidth • Organizational change
- 94. THANK YOU Please tweet or email questions @zorstag | zorstag@gmail.com Additional Information & reference materials - KPCB - Internet Trends 2012: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 - Comscore - 2012 Mobile Future in Focus: http://www.comscore.com/Press_Events/Presentations_Whitepapers/ 2012/2012_Mobile_Future_in_Focus
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- #35 $12 Billion revenue in mobile apps & advertising\nApple paid out $2 Billion in-app purchases & paid app in 2011\nGoogle has higher mobile display ad revenue than Apple\nPandora gains $3.87 per user. Monthly subscription $3.99 via app on iOS\nGoogle cost per click is down b/c mobile ads generate lower revenue than desktop search ads\nFB increasing mobile usage drag down its revenue per user\n\n
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