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Mobile opportunity and options for it
This document discusses trends in mobile devices and applications. It notes the rapid growth of smartphones and internet-connected mobile devices. It also discusses trends around the ubiquity of mobile devices and their increasing capabilities. The document provides information on developing applications for different mobile platforms and estimates costs for professional app development. It shares lessons learned from developing mobile applications, including setting goals and metrics.
Mobile opportunity and options for it
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- 2. Mobile Applications: Opportunity andOptions Tim McGovern, Director of Online Communications, The Heritage Foundation December 1, 2010 2
- 3. Trends - Growth Growthof overall internet traffic, smartphone market share, internet connected mobile devices 3
- 4. Smartphone % ofoverall phones 4
- 5. Trends - Growth SmartphoneMarket Share 5
- 6. Platforms ✤ Global Market ✤ Washington Market 6
- 7. Trends - Growth GlobalSmartphone Market Share 7
- 8. Why? ✤ Maybe because there’s so many of these guys in Washington. 8
- 9. Trends - Growth MobileInternet Data Growth 9
- 10. Trends - Growth MobileInternet Data Growth 10
- 11. Trends - Growth Mobile,Internet-connected Devices 11
- 12. Trends - Growth Mobile,Internet-connected Devices 12
- 13. Trends - Growth Mobile,Internet-connected Devices 13
- 14. Next trend Can youguess what it is from the video? 14
- 15. • Broad trend- the trend is not Windows Phone 7 Next trend Can you guess what it is from the video? 14
- 16. • Broad trend- the trend is not Windows Phone 7 • What is consistent about the vignettes in the video? Next trend Can you guess what it is from the video? 14
- 17. Trends - Ubiquity Devicesare immediately accessible, wherever we are 15
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- 22. Trends - Ubiquity •During a typical day: • 84% at home • 80% during misc. times throughout the day • 74% while waiting in lines • 64% at work • Lots of brief opportunities for interaction • speed is vital 20
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- 24. Trends - Capabilities •Push: real-time notifications “instant” to user • Location detection • Near Field Communication • Audio: input from a microphone; output to speaker • Video & image: capture/input from a camera • Application cache for local storage • CSS3 & Canvas for performance optimization 22
- 25. Trends - Capabilities(cont.) • Device positioning & motion: from an accelerometer • Orientation: direction from a digital compass • Device connections: through Bluetooth between devices • Proximity: device closeness to physical objects • Ambient Light: light/dark environment awareness 23
- 26. Trends - Capabilities(cont.) • Multi-touch sensors • RFID reader: identify & track objects with broadcasted identifiers digital compass • Haptic feedback: “feel” different surfaces on a screen • Biometrics: retinal, fingerprint, etc. 24
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- 28. Platforms ✤ iPhone ✤ Android ✤ Blackberry ✤ Palm ✤ Windows Phone 7 ✤ Other: Web, iPad 26
- 29. Costs to DevelopProfessionally It depends ... ✤ Factors: ✤ Number and complexity of integrations ✤ device specific integrations ✤ integrations with your own infrastructure ✤ third party integrations 27
- 30. Costs to DevelopProfessionally ✤ Factors (cont.): ✤ Design ✤ Good application designers who have a strong visual design skills and are well-versed in touch screen interaction design (a relatively new field) are highly valued talent. 28
- 31. Costs to DevelopProfessionally ✤ Factors: ✤ Cross-Platform Support and Feature Parity ✤ Feature parity - is the idea that across users can do the software has the same capabilities across platforms. ✤ This is often seen by software purists as a holy grail of sorts, but is not a necessity. ✤ Be prepared for user sensitivities. 29
- 32. Costs to DevelopProfessionally ✤ Factors (cont.): ✤ Frameworks ✤ AppMaker ✤ TapLynx ✤ PhoneGap, Titanium ✤ Sencha Touch 30
- 33. Costs to DevelopProfessionally ✤ Excellent online discussion of iPhone development costs http://bit.ly/HHaLb ✤ Covers costs to develop professionally ✤ Breakdown of costs for Twitterific app from app developers ✤ Breakdown of costs for Obama app from app developers ✤ Additional experiences and costs from others 31
- 34. Heritage’s experience ✤ 90% of product developed internally, testing and bug fixes were outsourced. ✤ First two weeks saw over 2,500 application downloads ✤ Downloads dropped off from there as promotion ended. ✤ Currently working on upgrade to collect in-application analytics 32
- 35. What we’ve learned ✤ Have specific user goals for your smartphone application ✤ Make your decisions based on the goals you have set ✤ Set success metrics for application downloads and in-application actions (eg, article views, social sharing, etc.) ✤ Get high level buy-in to your approach to building applications on multiple platforms (or not) and communicate that approach broadly within your organization. 33
- 36. Technical considerations Application developmentpractices ✤ Speed ✤ Network access can be costly ✤ HTML5 offers solutions to minimize network access ✤ Reduce requests and file sizes 34
- 37. Technical considerations Application developmentpractices ✤ Touch ✤ Touch target size ✤ Touch gestures ✤ Hover is no longer an option 35
- 38. Technical considerations Testing anddeploying applications ✤ Packaged and delivered software, not instantly delivered like the web ✤ Cross-version testing is the new cross-browser testing. ✤ Between provisioning and testing, quality assurance is significantly more involved. 36
- 39. Thank you Time forQ&A? • Tim McGovern • @mcgovern • [email protected] • http://www.linkedin.com/in/timmcgovern • Credits • Luke Wroblewski - Mobile First • http://lukew.com/ff • Morgan Stanley - The Mobile Internet Report • http://bit.ly/5BqHuj • Stack Overflow - iPhone development costs • http://bit.ly/HHaLb • The Mobile Device Is Becoming Humankind's Primary Tool (Infographics Feature) • http://bit.ly/eR9rbW 37
- 40. Possible Q&A Topics Timefor Q&A? • Specifics about Heritage’s mobile development experiences • Mobile Web Sites vs. Mobile Applications • iPhone Development Frameworks • HTML5 38