MCA 2013 - Michael Hobbs - Accenture

Michael Hobbs Smart Apps Lead

Copyright © 2012 Accenture All rights reserved. 2

From “Quick, get us an app!” to a customer channel for millions

Our most advanced customers are scaling fast in mobile

• Two years ago it was all about having a

mobile presence – “get us an app!”

• This demand was driven by the need to

show market presence.

• Often iOS-only was sufficient to

demonstrate presence.

• Now, more advanced customers are

dealing with issues of volume and

architecture that are more complex than

the initial market entry stage.

• Operationally mobile now needs to match

the marketing messages because, from a

regulator’s perspective, it’s part of the

retail banking infrastructure.


For many of our customers it’s about how to reach whole markets

Our customers have

recognised the cost-to-

serve advantages of

mobile.

The issue now for

leading banks is how

they mobilise their

whole customer base.


So, what’s so difficult? An internal perspective.

Economic: cost of ownership

Variance: how to scale

& deploy.

Security across all permutations

Governance & priorities


Consumers are used to being delighted.

It’s what smartphones are all about!

The growth of digital design means that we can’t risk disappointment through poor technology choices.

So, what’s so difficult? A customer perspective.

How important is App performance?

34%

50%

11% 4% 1%

Veryimportant

Somewhatimportant

Neitherimportant

norunimportant

Not thatimportant

Not at allimportant

Total: 84%

Source:

(Source: comScore, U.S. Bureau of labour, Flurry analytics)

55%

48%

40%

28%

27%

3%

11%

1%

More Convenient

Faster

Easier to browse

Better user experience

Easier to check bank account

None of these

I have no preference

I prefer mobile websites

It appears that people prefer apps rather than web access?


Mobile Sales by OS

Mobile OS market shares Q1 2013

Android; 75,0%

Apple; 17,3%

BB, 7%

Linux; 1,0% Windows; 3,2%

Symbian; 0,6%

Mobile OS market changes

present a challenge: where does

this go next?

Despite appearances Android is not a

consistent platform:

Many versions present in the

market

Thousands of form factors.


• High expectations on User Experience driven by the consumer market

• Fragmentation

– Platform variation

• After the big two (iOS, Android) you may still need to consider Windows Phone, Blackberry 10

• Even when limiting to iOS and Android, many versions exist (Android 2.3, 4.0, 4.1, 4.2…)

– Resolutions

• Many different screen resolutions, with an expectation that apps will respond/adapt without the need for zooming/panning

– HW Performance

• Sub-$100 Android devices have radically different performance characteristics to an iPhone 5

• Intermittent connectivity & data availability

– Loss of connectivity is a common occurrence

– Round trip times and payload transmission times are high

– Data synchronisation patterns need to be considered carefully

• Security

– Mobile devices are easier to lose and more likely to be stolen

• Device resources (processor, storage, power) are more limited than desktops

– How to reduce the load on the client?

– How to avoid draining the battery?

• Device Management

– Provisioning devices with the right apps and access levels

Challenges for Mobile UI development


Architectural Options for using Web Tech

Browser

Web App

Hybrid App

Native OS

Native App

Native OS Native OS

Browser Engine

Web Content

A “web app” has a URL and lives

inside the Browser. Ultimately it

has the same capabilities as a

web page

A “native app” uses the platform’s libraries for UI and other functionality. It does not go through a browser engine.

A “hybrid app” lives inside a custom native app wrapper that provides extra functionality to the web content hosted inside a private browser engine


HTML5 Tablet & Mobile browser support

Tablet browser Readiness Mobile browser Readiness


Deployment Options: Native vs Hybrid vs Web

Native Hybrid Web

Single Codebase

Native Look and Feel

UI Performance

Advanced 3D Graphics

Discovery via App Store

Forced revenue sharing

Unrestricted publishing

Local data storage

Secure local data storage

Device feature access

Payment Infrastructure

Notifications outside of

app

Unifying the app codebase across devices is perhaps the strongest advantage of Web. Even Microsoft endorses HTML5 as the best way to go cross-platform.

Hardware-accelerated UI is gradually becoming common. Today, velvet smooth animations requires going native. WebGL will allow complex 3D graphics, but is not here yet.

Web services like Bango allow operator-based billing. Otherwise web apps must setup their own billing infrastructure.

Web publishing does not need to go through 1-2 week approval process, and avoids user group restrictions that apply to (enterprise) app stores.

Web specifications are drafted for most features, such as Calendar, Contacts, Camera, Accelerometer, NFC, Microphone, GeoLocation. Browser adoption is variable.


Mobility Platform Decision drivers

Drivers

Quality of User Experience Excellent Variable Excellent

Application Sophistication High Moderate High

Addressable Audience Limited to Smartphones Large, Supported by

Smartphones and some feature Phones

Large

Cost per User Typically Medium to High Typically Low Low to Medium Development

Medium to High Licensing

Agility Medium to Low High Medium to High

Technical Risk High Medium High

Operating System/Platform Vendor Risk

High Medium to Low High

Operational Issues Operationally More Flexible

Requires Network Connectivity but with

HTML5 Can Operate Offline to Some Degree

Operationally More Flexible

Security More Flexible Inflexible, Expected to Improve More Flexible

Supportability Complex Simple Medium to Complex

Native HTML5 Hybrid


TCO: What if multiple platforms become important?

Native App Mobile Web Hybrid-Web Tech Multiplatform

Tool

Cost for single app on one UI Platform iPhone iPad Android BB10 (Z10) Windows 8 Apps developed on all platforms

Maintenance Yearly Percentage Application Lifespan

Maintenance

Up-versioning effort per new version as percentage of original development iOS Number Android Number New Platforms Number Total Upversioning effort

Total Cost

Percent Saving Relative to Native


HTML5 for mobile development: relevant tools & frameworks

• JS libraries

– jQuery Mobile

– Sencha Touch

– Kendo UI

• The defacto Vanilla Hybrid:

– PhoneGap

• Or Non-HTML

– Appcelerator

• Information sources

– http://caniuse.com/

– http://html5readiness.com/

– http://html5test.com/

• Vendor platforms - Sybase (SAP)

- Kony

- Syclo (SAP)

- Worklight (IBM)

These are not recommendations,

simply technologies in which we

have some experience.

http://caniuse.com/

http://html5readiness.com/


We’ve been looking at this for several years now. There isn’t a best solution. It’s contingent on usage scenarios and business priorities. Here are a few pointers. Ultimately it’s likely to remain an area that simply needs thinking through – time and again.

So what’s best?

Development path… Best suited to… Think carefully about…

Native Applications where:

1. UI compromise is not an

option

2. Security is paramount

Total cost of ownership as you

are likely to need parallel

teams for three OSs.

Hybrid Applications where:

1. Content is shared with

website

2. Some UI compromise can

be accommodated

Where UI compromise can be

afforded.

Cross platform tools Possibly less demanding

applications.

Memory management and

forensics. We have yet to be

convinced by any CP vendor

on this point.


[email protected]

+44 7824 334 168

Smart Apps Lead

[email protected]

+31 6537 790 21

Mobile Sales Lead, Benelux

For further discussions

mailto:[email protected]

mailto:[email protected]

Technology

MCA 2013 - Michael Hobbs - Accenture