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Mobile Apps: What Now?
NWOIC
September 9, 2010
Thunder Bay, Canada
mobile is a way to
instrument the world
- eric schmidt, 2010
MEIC is a not-for-profit organization based in Toronto, Canada. Founded in 2007 by
OCADU, MEIC supports design leadership
and innovation in Canada’s mobile industry.
Through applied research and
commercialization, SME advisory and
services, conferences, workshops and
international outreach, MEIC is recognized
as a leading mobile organization across
Canada.
Board of Directors and Advisors TVO
WirelessNorth.ca Marblemedia Yahoo! Canada Mobile Entertainment Forum Canada
SmartTrust Admeris WeroCreative University of New Zealand
EchoMobile Transcontinental Media EyeBorg Normative Design
Interaxon Spreed Inc Pushlife Inc
Triptych Media York Technology Association Communitech Sweet Caesar
Ecentricarts, Inc Telus Mobility MaRS AdModo
Canadian Film Centre – Media Lab
OCADU
Ryerson University RBC Canada IBM Interactive Ontario
Research in Motion Microsoft Canada Gesturetek, Inc The Mobile Institute
CBC UOIT George Brown College
33 Magnetic Ltd Aesthetec Mobile Monday
Achilles Media Ltd Motorola Canada Bitcasters mypetbrainstorm
Canoe.ca/Quebecor Decode Entertainment Inc The Delvinia Group of Companies Silverback Wireless
Design Exchange
Key Values
Stakeholder Engagement
Collaborative Innovation
Agile Research + Commercialization
Design Leadership and Advocacy
MEIC Approach
Applied Research + Prototyping
Business Accelerator / Incubator
Education + Training
Outreach Initiatives
Partnerships + Alliances
We focus on five complementary and interconnected strategies
Recommendation Highlights
Leveraging partnerships and fostering collaboration in the local and international mobile ecosystem.
Focus on business and distribution model design, strategy development for commercialization, distribution and scalability.
Developing a recruitment pool and network for promoting local talent to local and international businesses.
Increasing the availability of large and small scale investments aimed at SMEs, emerging graduates + researchers.
Enriching and expanding skills in foresight, design and user experience.
MEIC Research + Prototyping
Project Title Project Partners
Educational Resources for Mobile Device Applications UOIT (lead), MEIC Industrial Partners
Mobile Literacy TVO
Cross-platform Digital Content Research marblemedia, MEIC Industrial Partners, OCAD
Design, Research and Foresight Methodologies for
Mobile
OCAD, MEIC Industrial Partners, Academic Partners
Compelling UX IBM, OCAD, MEIC Partners
Augmented Reality and Locative Cinema Aesthetec, Ryerson, OCAD, MEIC Partners
Mobile BizSource MEIC, Interactive Ontario, WirelessNorth
Tentacles OCAD, MEIC Partners, York University, CFC Media Lab
Prototype for Student Usage George Brown College, MEIC
WeroGame WeroCreative, Nightingale Company, MEIC
M-Commerce UX Xtreme Mobility, MEIC
SeeingtheInvisible.ca EchoMobile, University of Toronto/Universityof Auckland
NZ, MEIC
Red Rover Normative Design, MEIC
iPad News Spreed Inc, MEIC
regulatory + industry climate
9,984,670 km2 34,057,000
22M mobile subscriptions (72%, 2009) 31% smartphone adoption
$38B in revenue
Web + App + Platform Overview
mobile web browser based
open web standards not native or on-deck
streaming cloud-based content + service delivery
subscriptions , on-demand not bound to one particular device
little relationship to hardware high data charges
flash vs HTML5
mobile apps
platform based
proprietary platforms + handsets
OS + native orientation
storefronts + marketplaces
new developer/telco relationship
different opportunity for video content
greater restrictions for development
HTML5 vs flash
content stays with device
4.5B
Platforms + OSs
Symbian^3
Open source
HDMI Support
2D/3D Graphics
Architecture
New UI
Platforms + OSs
Bada
Samsung’s venture into
the App Market
Samsung Wave Device
Android Competitor
Platforms + OSs
Windows Mobile 7
Complete Redesign of OS
Integration with other
Microsoft offerings
User-Centred Design
Platforms + OSs
One API
Canadian Pilot to define a commonly supported API to allow mobile (and other network) operators to expose useful network information and capabilities to a Web application developers.
Global Push for standardization and deployment
China is leading with prototype deployment (China Unicom)
For Canada, Bell is part of the GSMA initiative OneVoice
Not a solution to what RIM + others call the inevitable broadband crunch
LTE (Long Term Evolution)
Global Industry
4.6 billion mobile subscriptions globally (67%)
By 2011, 85%+ handsets will be able to access the mobile web
$150B global market size for content + services in 2011
http://www.inatelecom.org/Portals/0/Images/bulletin/2009%20ICT.bmp
CISCO
http://www.appleinsider.com/articles/09/11/23/apple_iphone_eats_up_50_share_of_all_mobile_data_traffic_globally.html
Top Ten Mobile Trends for 2012
1. Money Transfer 2. Location-Based Services 3. Mobile Search 4. Mobile Browsing 5. Mobile Health Monitoring 6. Mobile Payment 7. Near Field Communication Services 8. Mobile Advertising 9. Mobile Instant Messaging 10.Mobile Music
www.gartner.com
Designing for Mobile
terminology
constraints
ux, ui, usability
tools
terminology
user interface:
where the interaction between humans and technology takes place.
the system of inputs and outputs
the method
antony ribot, wikipedia
user experience:
the qualitative, emotive and subjective experience of interacting with a technology
multiple interactions with a system
the relationship
antony ribot, wikipedia
usability:
the ease with which someone can employ a particular tool to achieve a particular goal
the elegance or clarity with which an interaction is designed
the quality
wikipedia
constraints
form factor
network latency input
memory cpu
battery location
language/region context
5 qualities of usability
learnability
efficiency
memorability
errors
satisfaction
Jakob Nielsen
User Experience Engagement Criteria
Facets of User Experience Design, Peter Morville 2004
explicit + declarative
implicit + gestural
situational + conversational
antony ribot
technology doesn’t adapt to your behaviour
antony ribot
Content Trends
shift towards branded experience multi-platform
new publishing models new revenue models
proprietary vs cloud-based content
major challenges
technology changing rapidly
open vs closed models
data speeds + infrastructure challenges
business models need to be nimble
enabling
technologies
http://www.gpslodge.com/pictures/MagellanMaestro4040-thumb.jpg
http://linkevolution.e-globaledge.com/english/infrared/images/img_ir2_1.jpg
http://www.ubergizmo.com/photos/2007/6/meraki-outdoor-wifi.jpg
Infrastructure
Major TechnologyTrends
Windows Mobile 7
Complete Redesign of OS
Integration with other
Microsoft offerings
User-Centred Design
Major TechnologyTrends
Major TechnologyTrends
Mobile Apps + Your Business
Marketing Your App
Be Unique
Be Tweetable
Learn to Pitch
Be Interesting
Cater to Blogs
Think Like Media
Control the Hype
Make Your Website Awesome
Launch Big
http://www.smashingmagazine.com/2010/03/03/how-to-market-your-mobile-app/
4 Major Categories for App Success
1. Inform
2. Transact
3. Entertain
4. Success
Six Immutable Laws Of Mobile
6 Immutable Laws of Mobile Business
1. Value over Culture
2. Law of the Ecosystem
3. Mobility Empowers
4. The Value of Time Zones
5. Mobile-Specific Business Models are Essential
6. The Future is Simplexity
Six Immutable Laws Of Mobile
Mobile App Case Study
“Starting from scratch, literally We started Endloop as an iPhone app shop last year. My brother and I had plenty of years of web development and user experience design under our collective belts but neither of us had ventured into mobile, let alone iPhone development.
So what else didn’t we have? 1. Reputation: while we did well on the web dev
side, on the app store we were nobodies. No previous consumer software products or existing userbase
2. Mailing list: nothing to see here, see above 3. Capital: ok so we had some savings and we had to
sell our cars for extra bootstrap capital”
“Key Success Factors for launch • Timing: by launching iMockups simultaneously
with the iPad, we were able to capture the attention of the press. We were one of the few iPad apps that was staunchly NOT another app for consuming media.
“Key Success Factors for launch • Apple Feature + Positioning: Apple was touting the
iPad as great consumption device but they also wanted to prove it could do productivity as well, thus launching Keynote, Pages and Numbers. By indirectly helping Apple promote the ‘productivity’ aspect of the iPad, I think it definitely made it an easy decision for them to feature our app.
“Key Success Factors for launch • Video: the 30 second video I uploaded to
YouTube got over 50K views within the first week. I sent the press a very short email containing a link to the video, highlight that it was only 30 seconds.”
Key Success Factors post-launch App pricing : by keeping our app at $9.99, we are able to do well with less sales. Because it’s a niche app for professionals, we think the price is not as much of a barrier. With a higher price point, just a single app sale in every country will result in a decent take for one day.
Key Success Factors post-launch
Customer service Continual updates and features Social media
WHERE TO FIND US
Mobile Experience Innovation
Centre
Mobile Experience Innovation
Centre
MobileEx
Web: meic.ocad.ca
APPENDICES
