Smartphone technology

Smartphone Technology

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?

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…”

• 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

• All support Apps• All have an App Store• All have a version of Angry Birds

Common Software Features

Timeline

1992

IBM Simon

1996

EricssonGS88

2001

Kyocera 6035

2002

Blackberry 5810

2007

Apple iPhone

2008

HTC Dream

2010

Samsung Omnia 7

20001997

Nokia N9000

EricssonR380

Symbian RIM

iPhone

Android

Windows Phone

Palm

AppleiPad

2007 2008 2009 2010 2011 2012 20150

200000000

400000000

600000000

800000000

1000000000

1200000000

122316000 139288000172373000

296647000

467701000

630476000

1104989000

Total Sales

Source: Gartner (April 2011)

37%

23%

16%

4%

17%

3%

SymbianAndroidBlackberryWindowsiPhoneOthers

Smartphone Market Share 2010

Source: Gartner (April 2011)

2007 2008 2009 2010 2011 2012 20150%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

OthersiPhoneWindowsBlackberryAndriodSymbian

Market Share Trend

Source: Gartner (April 2011)

• 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

DVD iPhone iPad0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

350000

1000000

4500000

iPad First Quarter Sales

Source: Bernstein Research (October 2010)

2010 2011 2012 20130

20000000

40000000

60000000

80000000

100000000

120000000

140000000

160000000

180000000

19490000

54781000

103425000

154150000

Total Tablet Sales

• 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!

iPhone Android Blackberry Windows0

50000

100000

150000

200000

250000

300000

350000

400000

366,334

310,870

25,52712,313

Total Number of Apps

May

-08

Jun-

08

Jul-0

8

Aug-0

8

Sep-0

8

Oct

-08

Nov-0

8

Dec-0

8

Jan-

09

Feb-0

9

Mar

-09

Apr-0

9

May

-09

Jun-

09

Jul-0

9

Aug-0

9

Sep-0

9

Oct

-09

Nov-0

9

Dec-0

9

Jan-

10

Feb-1

0

Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-1

0

Sep-1

0

Oct

-10

Nov-1

0

Dec-1

0

Jan-

11

Feb-1

1

Mar

-11

0

50000

100000

150000

200000

250000

300000

350000

400000

iPhoneAndroid

App Growth

87.15

7.075.78

Sales

WindowsMac OSOthers

Desktop Market Share

• 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

• 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

• 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

• 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

• 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

• 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

neil.logan@amorgroup.com

@neil_logan

Neil Logan