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Slides of a talk of a seminars series I gave at WebRatio in January 2014.
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DISIM | University of L’Aquila
Ivano Malavolta
The mobile ecosystem &
technological strategies
Roadmap
Development strategies
The mobile ecosystem
Roadmap
The mobile ecosystem
Mobile is the 7th mass media
1. Printing press
2. Recordings
3. Cinema
4. Radio
5. Television
6. Internet
Mobile is the 7th mass media
Mobile is the ,
most available
mass medium
LARGEST
TO MANKIND
How big is the mobile market?
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
ONE SYMBOL = 20 MILLION PEOPLE
How big is the mobile market?
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
in 2009
How big is the mobile market?
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
in 2009
How big is the mobile market?
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
in 2009
Mobile is the 7th mass media
7. Mobile
it started at the same time as the Web
it can do EVERYTHING all the other media can do
UNIQUE TRAIT
• Reading (and publishing)
• Play recordings
• Watch movies
• Listen to radio
• Watch TV (and streaming)
• Surf the Internet
Unique benefits of Mobile
Apart from covering all the other media, mobile has five unique benefits
First truly personal mass media
First always-on mass media
First always-carried mass media
Built-in payment channel
At the point of creative impulse
We don’t share our phones with our friends
Information is always available 24/7, even when idle
7 out of 10 people sleep with their phones within reach
Universal click-to-buy + credit cards
Ability to create or consume content whenever the mood strikes
Context
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
Mobile apps have the amazing capability to add
CONTEXT
to information, adding immediate relevance to what we are doing right here, right now
The mobile golden rule
If you can unlock the state of mind of your users and start thinking in their context, understanding how a mobile experience will add value to their lives, you will have the ever-elusive…
KILLER
APP
How can we apply the mobile golden rule?
Think of your app in its context
• Who is your user? Business man, teenager, mum…
• What is happening? Are they hanging out with friends?
• When will he interact? @home? @work? waiting for the bus?
• Where is he? Public/private space, inside/outside, day/night
• Why will he use your app? How do you give Context?
• How is he using his mobile device? Is the device held in the hand? Portrait or landscape?
Example
http://www.endomondo.com
Roadmap
Development strategies
The mobile ecosystem
Developing a mobile strategy
Mobile strategy = How much it will cost you to develop your app?
How much time?
How much effort?
How much money?
Bursting the first myth
Mobile design and development IS NOT CHEAP
http://www.slideshare.net/fling/native-v-hybrid-v-web
Bursting the first myth
Mobile design and development IS NOT CHEAP
http://www.slideshare.net/fling/native-v-hybrid-v-web
The new rules for a mobile strategy
Remember, mobile is a new medium
Don’t try to follow “traditional rules” since mobile has its own peculiarities:
• context
• location, user mood
• device fragmentation
• unique UI patterns
DIFFERENT RULES
Rule #1
Mobile is an ever-evolving area
today you are already outdated
• Forget what you think you know about mobile
- It is most likely incorrect
• Don’t try to emulate other projects
- Focus on what is right for your user, not what is right for someone else’s user
Forget what you think you know
Rule #2
• Don’t trust any report, fact, or figure that 1-2 years old
- It is most likely wrong
• Go to your users and ask them questions in person
- Don’t try to simply validate your ideas
• Record everything
- Your own users’ worlds will help you in focussing on their need
• Don’t forget to innovate
- Try new things, be bold, and don’t be afraid to fail
Believe what you see, not what you read
Rule #3
• Avoid talking about constraints at an early-stage brainstorming session
- Refer back to Rule #1 and forget what you think you know
• There will always be constraints in mobile, accept it!
• Focus on strategy first, what the user needs, and lay down the features
- Then, if the constraints become an issue, fall back to the user goals
• There is always an alternative
Constraints never come first
Rule #4
• Defining the users’ context is the first thing to do
- without it, you don’t have a mobile strategy, you have only a plan of action
• Uncover the users’ goals
- and then try and understand how the users’ context alters their goals
• With goals understood, figure out the tasks the users want to perform
• Look for ways to filter content by context
- for example: location, media, and model
Focus on context, goals and needs
Rule #5
• Don’t try to support everything
- Start with the devices that best represent your core customer
• The most popular might not always be the best device for your project
• Check your server logs for the devices accessing your site
- These are the first devices to target
You can’t support everything
Rule #6
Great mobile products are created, never ported
• Understand your user and his context
- Having an idea of how and when users will access your content will aid in understanding how to best create a tailored mobile experience
• Mobile is a unique medium
Don’t convert, create
Rule #7
People want to use mobile devices in a simple way
• Simplicity fewer technicalproblems
• Easier to iterate and evolve your app
• Don’t try to create a desktop software on a mobile
- Adding feature after feature is an easy trap to fall in
• Build the experience around your users’ main need and nothing else
Keep it simple
Native VS web VS hybrid
BROWSER
<html> <head> <script src=” ...” /> </head> <body> ...
NATIVE WRAPPER
<html> <head> <script src=” ...” /> </head> <body> ...
PLATFORM APIs
NATIVE APP
010101010101011010101010101011011010 010101010101011101 010101010101011010
PLATFORM APIs
Native Web Hybrid
Native
http://bit.ly/GWOaP1
PRO
• Lets you create apps with rich user interfaces and/or heavy graphics
CONS
• Development Time
• Development Cost
• Ongoing Maintenance
• No portability (apps cannot be used on other platforms)
PRO
CONS
Examples of native apps
http://www.ea.com/it/ipad/nfs http://www.whatsapp.com/
Web
http://bit.ly/GWOaP1
PRO
• Offers fast development, simple maintenance, and full application portability
• One mobile web app works on any platform
CONS
• Can’t handle heavy graphics
• Can’t access camera or microphone
PRO
CONS
Examples of web apps
http://asidemag.com http://amazon.com
Hybrid
http://bit.ly/GWOaP1
PRO
• Development speed of mobile web apps
• Device access and app store distribution of native apps
CONS
• Can’t handle heavy graphics
• Requires familiarity with a mobile framework
PRO
CONS
Examples of hybrid apps
http://www.gmail.com http://flipboard.com
Comparison
Another perspective
http://goo.gl/KOdxh
My vision
Mobile web seems to be the only long-term commercially viable content platform for mobile devices
FRAGMENTATION
THE WEB
DISTRIBUTION CONTROL
USER EXPECTATIONS
WEB UBIQUITY
When you go native there are too many platforms to be supported
FRAGMENTATION
The only medium for information and services that lasts from over 15 years
The web is an advanced technology
• webGL
• Local storage management
• Positioning & mapping
• Real-time data
• Push, ...
THE WEB
Before..
Operators
Now
Device and Platform makers
Future
Developers
DISTRIBUTION CONTROL
$$$
STORE A
STORE B
STORE C
STORE D
Users expect things to just work
they don’t care about what platform they have
they simply expect that your app will be available for their device
YOU HAVE TO BE CROSS-PLATFORM
USER EXPECTATIONS
The web is the only platform that
• works across devices
• apps share the same set of standards
• the same app can work also on a desktop
WEB UBIQUITY
Conclusion
Mobile app technologies are constantly moving targets...
- new OSs, new versions of OSs, new UI patterns, new frameworks, etc.
Choosing between native vs web vs hybrid depends on a lot of factors, such as
• Which type of app are you creating?
• When do you need it?
• What are your skills?