Earlier this month I gave a presentation at the 2010 IA Summit in Phoenix, AZ on Mobile Strategy. I'm happy to say it was well attended, and everyone had lots of good questions. In the presentation I went over a method to determine where you should spend your time "going mobile". For some it's an app, others it's a site - where others should be focusing on Blackberry vs an iPhone (or vice-versa). Hopefully I made everything a little less confusing, and gave everyone the information needed to make an informed roadmap to move forward.
12. pre 2007
Hard time getting adoption
with feature phones and
carriers
today
40% of Pandora users are
mobile - and mobile now has
more sessions (2.5x) than the
desktop site
(now adding 30,000 iPhone listeners a day)
20. It took the iPod 17
quarters to reach 30
million units. The
iPhone did it in 10.
http://brainstormtech.blogs.fortune.cnn.com/2009/11/25/chart-ipod-vs-iphone/
31. iPhones, in particular,
can generate as much
traffic as 30 basic
feature phones
http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
32. 35% of smartphone
owners browse the
mobile Internet at least
daily versus only 4% of
featurephone owners
http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
33. 71% of all smartphone users use Internet
88% of iPhone users use Internet
92% of Android users use Internet
36. Smartphones make up
a small percentage of
the World's four billion
cell phones but they
differ drastically in
their use.
http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
39. “...why they ignore all
devices except
iPhone. Not everyone
has an iPhone. Could
you speak to the non-
iPhone users...” 12/2009
40. » Symbian’s share of smartphone
requests fell from 43% in February
2009 to 18% in February 2010.
» iPhone OS increased from 33% in February
2009 to 50% in February 2010.
» Android increased its share from 2% to 24%
year-on-year
http://www.intomobile.com/2010/03/29/admobs-february-2010-metrics-examine-the-use-of-smartphones-feature-
phones-and-mids.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)
42. 1 in 2 Americans Will Have a Smartphone
by Christmas 2011
from Original Signal
If you're not ready to bid farewell to the feature
phone just yet, you might want to start preparing
your goodbyes. Nielsen today said that by the
end of 2011, smartphones will overtake feature
phones up from a mere 10% in early 2008.
54. s
quick note
» Start with a native application
» Hit all major platforms (including web)
» Be prepared to hire mobile experts
» Market the app stores
» Watch new devices as released
58. Usablenet's mobile platform, Usablenet Mobile (UM), is a fully managed service that
extends a company's web site (or other source) functionality and content to a
customized, dynamic, mobile view. Usablenet Mobile dynamically builds each mobile
page based on the exact capabilities ofthe mobile phone accessing the client’s site.
59. To see the new mobile
version, just go to
techcrunch.com on any
touch-screen mobile
device. We’ll be adding full
support for non-
touchscreen models soon.
http://techcrunch.com/2010/03/17/techcrunch-mobile/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Techcrunch+(TechCrunch)
60. s
quick note
» Evaluate your internal skillsets
» Research value to go mobile
» Find out what devices your readers have
» Research different development options
(mobile stylesheets, on-the-fly optimization, custom development...)
64. “Since we’re
talking about an
app for a phone,
we might as well
take advantage
of voice.”
http://37signals.com/svn/posts/2234-launch-highrise-for-iphone
65.
66.
67.
68. s
quick note
» What technologies are your developers
familiar with?
» Take stock of your features to see how
they match up to devices
» Do you have services ready for a mobile
app/site?
74. s
quick note
» Learn the pricing/gaming of the app stores
» Be prepared to create native applications
» Design matters!
» Watch your reviews
“UI, Timing, Luck, and Features”
75. Mobile plan
What type of experience are you creating?
1) Mobile First
2) Content
3) Application or ecommerce
4) Entertainment
84. “Good mobile apps focus on a
few important tasks. Resist the
temptation to make all the
features of your main site into
the ones that are most critical
for mobile.”
Joe Marini's Designing and Developing for the Rich Mobile
Webpresentation at Microsoft's MIX10 conference
http://www.lukew.com/ff/entry.asp?1028&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
85. Mobile plan
What needs to go mobile? List out top 3-5 features that:
A. Are needed for your
business
B. or, are specific to the
mobile context
95. Business Users?
International Audience?
Targeted Companies?
http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars
96. Mobile plan
Who are our mobile users?
A. What persona are you
designing for?
B. What devices are they
using?
110. “Now, for a growing majority of mobile strategies that
don’t require a global presence on widely varying devices,
the discussion begins with iPhone. [...] And iPad app may
soon replace iPhone app as the starting point.
Frankly, as the adoption rate of iPhone increases and
if iPad follows suit, it will become increasingly difficult
to argue in favor of a starting point other than iPhone
OS. The NPR iPad app, for one, provides a much more
pleasant user experience than NPR.org.”
- Cameron Moll
http://cameronmoll.tumblr.com/post/498950232/the-mobile-web-vs-the-objective-c-web
124. Today’s World...:
Native iPhone: Object-C
Native Android: Java
Native BlackBerry: Java
Native Palm: WebOS
Native Windows Phone: Silverlight
Flash Lite / Flash iPhone
HTML5 / CSS3 Let’s focu
» PhoneGap s on this
» Etc...
125. Most useful for
getting a rich
experience to
the most HTML5
mobile internet
users, at the
lowest cost.
126. HTML5 / CSS3
Here are the pros of web app development:
» Web developers can use their current authoring tools.
» You can use your current web design and
development skills.
» You are not limited to developing on the Mac OS.
» Your app will run on any device that has a web
browser.
» You can fix bugs in real time.
» The development cycle is fast.
http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969
127. HTML5 / CSS3
Here are the pros of web app development:
» Almost a silver bullet for “One Web”
» Works with URLs (you.com) or app stores (via
phonegap, etc...)
» Highly skinable to different colors/designs
» Quick to prototype
128. HTML5 / CSS3 They’re fi
xing thes
Here are the cons of web app development: e...
» You cannot access the all cool hardware features
of the phone.
» You have to roll your own payment system if you
want to charge for the app.
» It can be difficult to achieve sophisticated UI
effects.
http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969
129. “It's a web app, but it doesn't
feel like a web app”
http://www.tuaw.com/2010/04/09/adlib-apples-secret-web-app-weapon/
133. Mobile plan
What technologies do we use?
A. Is native a must?
B. What type of developers
do you have access to?
C. Can something like
HTML5 work with your
users/devices?
136. Multiple
Application? Yes Yes
Platforms?
No
Audio, video, or Native app
Yes
camera needed? needed
No
Does in need to
Web based
be available in the No
app
app stores?
138. LOCATION
The company
[Yahoo] is also
going to target
local search
because it
believes it can
leverage the
intimacy of a
user’s location to
deliver better
results. All the
major players are
doing this, but
Yahoo is showing
some innovation
with things like
Sketch-A-Search.
“Mobile search results should be actual stuff that you care about blocks away
from you,” said David Katz, VP of North America at Yahoo Mobile. “There are a lot
of opportunities to use location – it can be when you’re near a certain point, and
there’s also a lot of opportunity pairing location with a time of day.”
Yahoo eyes mobile for growth
139. CHECK-IN
Foursquare’s Growth Not
Slowing Down:
725,000 Users,
22 Million Checkins
http://mashable.com/2010/03/29/foursquare-growth-numbers/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)
142. iPAD
revised their shipping forecasts for the iPad, and they now expect to ship 8-10 million devices by the end of 2010.
http://mashable.com/2010/03/29/apple-10-million-ipads/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)
143. 450,000
3.5 million apps
http://www.intomobile.com/2010/04/09/ipad-infographic-shows-app-breakdown-ipad-usage-and-regional-adoption-with-cool-
visuals.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)
146. WINDOWS PHONE 7
What we know...
» Two screen sizes: 800x480 and 480x320
» Native apps built in Silverlight
» Browser is based on IE7 (could have
elements of IE8?)
» Out by Christmas
http://www.engadget.com/2010/03/15/windows-phone-7-series-will-be-wvga-at-launch-hvga-later/