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Mobile Trends & Innovations: What Your Business Needs To Know
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Doug Brashear
Introducing…
Doug Brashear, Director of the NavigationArts Mobile Practice
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NavigationArts is a professional consulting firm providing expert services in web, application design, and development. We apply the strategies and tools of user experience design to optimize the usability and value of our clients’ online and mobile enterprises.
If you have a question during the webinar, feel free to use the GoToWebinar question feature or tweet your question with hash tag #NAM (NavigationArts Mobile)
Agenda
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The Mobile Landscape Mobile for Your Organization Mobile User Experience Trends What’s Ahead
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Mobile Landscape
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Mobile as Part of a Multi-channel Marketing Strategy
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How Far Have We Come?
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Since Q4 2010, Smartphones + Tablets > Total PC Shipments
Source: Morgan Stanley Research via Mary Meeker & Matt Murphy, KPCB, Feb. 2011
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Global Mobile Internet Use to Surpass Desktop Use
Source: Morgan Stanley Research, Mary Meeker, Feb. 2010
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Clear Contenders for Smartphone Market Share
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Source: AppsFire (1/11) via Mary Meeker & Matt Murphy, KPCB, Feb. 2011
Average User Day Involves Many Mobile Activities
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Mobile for Your Organization
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Is Mobile Right for My Organization?
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What are my options?
The Pathway to “Mobile Maturity”
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Where do I start?
How long do mobile projects take?
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What makes mobile projects different?
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Current Mobile UX Trends
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Why Focus on Mobile Trends?
• Instant intuitiveness comes from using known patterns
• Trends are often universal• Can be industry- and domain-specific• Technology innovation drives the user
experience • UX is a sustainable competitive advantage
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Data in the Cloud Cloud = data exists and is processed elsewhere Enabled by better/faster network access Any time, any device access Many involve retaining the data locally as well Privacy, data ownership and security concerns
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Location Awareness
Where you are, where others are Dedicated map apps & mobile sites Location awareness in many other types of apps GPS data access from within browser Initial granting of permission
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Peer-to-Peer Audio & Video
Initially limited to video MMS; now… Voice messaging Video conferencing (FaceTime, Skype, Fring)
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Picture-as-Proof
Check deposits Shopping by image (Amazon) Searching by image (Google Goggles)
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UPC/Barcode and 2D Code Scanning
UPC (e.g. Red Laser, Amazon) QR scanning (various) Difference between scope of UPC vs. QR scan
results
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Payments
In-app (one or more “cuts” of the take may occur)
Mobile webpage “side-steps” for apps (e.g. AARP)
3rd Party services (e.g. PayPal, Amazon Payments)
Accessory-assisted (Square, Incase card reader)
Soon: NFC
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Media Shifting
Corded or cordless One device acting as the storage, another
used to consume the content (e.g. set-top box streamed to device like Sling)
For video-out from iOS, needs to be supported by the app
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On-Demand Video
Found in more apps than you’d expect Available from nearly every major terrestrial
video provider & MORE
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Personal Area Networks (PANs) & Device Connectivity …and the interfaces that make it happen
Commonly done via Bluetooth or Wi-Fi Single device, multiple screens One-way vs. two-way interaction
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Advertising Opportunities
Banners Interstitials In-stream Interactive SMS / MMS Proximity
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Augmented Reality (AR)
A little ahead of its time Content population varies No real data structure standards right now Data and service quality issues Still, something to watch
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What’s Ahead
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UX trends often follow technology adoption
Example: release vs. widespread adoption of Bluetooth
Adoption timeline accelerating Increased adoption = more incentive for
manufacturers Each hardware innovation -> user experience
for it
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Increasing Intuitiveness of Mobile Paradigms
“Affordance” iPhone ships without a manual Self-discovery Future: reduced need for labeling for
accepted patterns
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Interactivity in Unexpected Places
Interactivity is popping up in places not expected by users
Popular Science magazine app, Alice in Wonderland iBook
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Continued Integration of Social Networking
Continued in-app integration Interlinking and consolidation of disparate
services (e.g. Google’s 2011 strategic goals: SoLoMo)
Forrester comments: more from big players & greater integration, with new entrants will struggle to gain traction
+Leading Brands
&Mobile Offerings
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Interior Location Awareness
Accurate GPS reception difficult
A-GPS (cell tower triangulation) too inaccurate
Wi-fi based system (Awiloc)http://bit.ly/hSlvvx http://engt.co/e9bZSK
ShopKick’s proprietary systemhttp://bit.ly/bLYDu8
Side-use of NFC chip sensing?
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Apple Maps & iTravel?
Apple will likely replace 3rd party apps/services with their own
Apple job postings point to internal efforts around mapshttp://bit.ly/gUF9Ul
Apple patent on iOS-based travel-related apphttp://bit.ly/bXySP1
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Wearable Computing
Don’t laugh Apple hired a pre-eminent wearable computing
expert in March 2010http://nyti.ms/abV4p9
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At-a-Glance Display AR Data Source
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Recognition of Movements
Virtual Retinal Display (VRD) Yelp MonocleMicrosoft Kinect
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Some Final Thoughts
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In Closing
Mobile is a new channel Mobile requires an ongoing commitment Forget what you thought you knew Don’t be afraid to try things Test early and often Embrace the feedback/ratings Avoid duplicating native functionality with a
value-add
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Thank You!Contact us:
Doug Brashear:
Speak with one of our business consultants:
703.584.8935
Connect with us:
Follow us on Twitter: @NavigationArts
Like us on Facebook
Subscribe to our monthly Insight newsletter: http://www.navigationarts.com/newsletter
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