Mobile opportunity and options for it

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Mobile opportunity and options for it

  1. 1. What yourphone saysabout you? 1
  2. 2. Mobile Applications:Opportunity and OptionsTim McGovern, Director of Online Communications, The Heritage FoundationDecember 1, 2010 2
  3. 3. Trends - GrowthGrowth of overall internet traffic, smartphone market share, internet connected mobile devices 3
  4. 4. Smartphone % of overall phones 4
  5. 5. Trends - GrowthSmartphone Market Share 5
  6. 6. Platforms✤ Global Market ✤ Washington Market 6
  7. 7. Trends - GrowthGlobal Smartphone Market Share 7
  8. 8. Why?✤ Maybe because there’s so many of these guys in Washington. 8
  9. 9. Trends - GrowthMobile Internet Data Growth 9
  10. 10. Trends - GrowthMobile Internet Data Growth 10
  11. 11. Trends - GrowthMobile, Internet-connected Devices 11
  12. 12. Trends - GrowthMobile, Internet-connected Devices 12
  13. 13. Trends - GrowthMobile, Internet-connected Devices 13
  14. 14. Next trendCan you guess what it is from the video? 14
  15. 15. • Broad trend - the trend is not Windows Phone 7Next trendCan you guess what it is from the video? 14
  16. 16. • Broad trend - the trend is not Windows Phone 7 • What is consistent about the vignettes in the video?Next trendCan you guess what it is from the video? 14
  17. 17. Trends - UbiquityDevices are immediately accessible, wherever we are 15
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  22. 22. Trends - Ubiquity• During a typical day: • 84% at home • 80% during misc. times throughout the day • 74% while waiting in lines • 64% at work• Lots of brief opportunities for interaction • speed is vital 20
  23. 23. Trends - Capabilities 21
  24. 24. Trends - Capabilities• Push: real-time notifications “instant” to user• Location detection• Near Field Communication• Audio: input from a microphone; output to speaker• Video & image: capture/input from a camera• Application cache for local storage• CSS3 & Canvas for performance optimization 22
  25. 25. Trends - Capabilities (cont.)• Device positioning & motion: from an accelerometer• Orientation: direction from a digital compass• Device connections: through Bluetooth between devices• Proximity: device closeness to physical objects• Ambient Light: light/dark environment awareness 23
  26. 26. Trends - Capabilities (cont.)• Multi-touch sensors• RFID reader: identify & track objects with broadcasted identifiers digital compass• Haptic feedback: “feel” different surfaces on a screen• Biometrics: retinal, fingerprint, etc. 24
  27. 27. Capabilities Convergence 25
  28. 28. Platforms✤ iPhone✤ Android✤ Blackberry✤ Palm✤ Windows Phone 7✤ Other: Web, iPad 26
  29. 29. Costs to Develop ProfessionallyIt depends ...✤ Factors: ✤ Number and complexity of integrations ✤ device specific integrations ✤ integrations with your own infrastructure ✤ third party integrations 27
  30. 30. Costs to Develop Professionally✤ Factors (cont.): ✤ Design ✤ Good application designers who have a strong visual design skills and are well-versed in touch screen interaction design (a relatively new field) are highly valued talent. 28
  31. 31. Costs to Develop Professionally✤ Factors: ✤ Cross-Platform Support and Feature Parity ✤ Feature parity - is the idea that across users can do the software has the same capabilities across platforms. ✤ This is often seen by software purists as a holy grail of sorts, but is not a necessity. ✤ Be prepared for user sensitivities. 29
  32. 32. Costs to Develop Professionally✤ Factors (cont.): ✤ Frameworks ✤ AppMaker ✤ TapLynx ✤ PhoneGap, Titanium ✤ Sencha Touch 30
  33. 33. Costs to Develop Professionally✤ Excellent online discussion of iPhone development costs http://bit.ly/HHaLb✤ Covers costs to develop professionally ✤ Breakdown of costs for Twitterific app from app developers ✤ Breakdown of costs for Obama app from app developers ✤ Additional experiences and costs from others 31
  34. 34. Heritage’s experience✤ 90% of product developed internally, testing and bug fixes were outsourced.✤ First two weeks saw over 2,500 application downloads✤ Downloads dropped off from there as promotion ended.✤ Currently working on upgrade to collect in-application analytics 32
  35. 35. What we’ve learned✤ Have specific user goals for your smartphone application✤ Make your decisions based on the goals you have set✤ Set success metrics for application downloads and in-application actions (eg, article views, social sharing, etc.)✤ Get high level buy-in to your approach to building applications on multiple platforms (or not) and communicate that approach broadly within your organization. 33
  36. 36. Technical considerationsApplication development practices✤ Speed ✤ Network access can be costly ✤ HTML5 offers solutions to minimize network access ✤ Reduce requests and file sizes 34
  37. 37. Technical considerationsApplication development practices✤ Touch ✤ Touch target size ✤ Touch gestures ✤ Hover is no longer an option 35
  38. 38. Technical considerationsTesting and deploying applications✤ Packaged and delivered software, not instantly delivered like the web✤ Cross-version testing is the new cross-browser testing.✤ Between provisioning and testing, quality assurance is significantly more involved. 36
  39. 39. Thank youTime for Q&A?• Tim McGovern • @mcgovern • tim.mcgovern@gmail.com • http://www.linkedin.com/in/timmcgovern • Credits • Luke Wroblewski - Mobile First • http://lukew.com/ff • Morgan Stanley - The Mobile Internet Report • http://bit.ly/5BqHuj • Stack Overflow - iPhone development costs • http://bit.ly/HHaLb • The Mobile Device Is Becoming Humankinds Primary Tool (Infographics Feature) • http://bit.ly/eR9rbW 37
  40. 40. Possible Q&A TopicsTime for Q&A? • Specifics about Heritage’s mobile development experiences • Mobile Web Sites vs. Mobile Applications • iPhone Development Frameworks • HTML5 38

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