What your
phone says
about you?




             1
Mobile Applications:
Opportunity and Options
Tim McGovern, Director of Online Communications, The Heritage Foundation

December 1, 2010
                                                                           2
Trends - Growth
Growth of overall internet traffic, smartphone market share, internet connected mobile devices



                                                                                                3
Smartphone % of overall phones




                                 4
Trends - Growth
Smartphone Market Share
                          5
Platforms
✤   Global Market   ✤   Washington Market




                                            6
Trends - Growth
Global Smartphone Market Share
                                 7
Why?



✤   Maybe because there’s so many of
    these guys in Washington.




                                       8
Trends - Growth
Mobile Internet Data Growth
                              9
Trends - Growth
Mobile Internet Data Growth
                              10
Trends - Growth
Mobile, Internet-connected Devices
                                     11
Trends - Growth
Mobile, Internet-connected Devices
                                     12
Trends - Growth
Mobile, Internet-connected Devices
                                     13
Next trend
Can you guess what it is from the video?
                                           14
• Broad trend - the trend is not Windows Phone 7




Next trend
Can you guess what it is from the video?
                                                         14
• 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
Trends - Ubiquity
Devices are immediately accessible, wherever we are


                                                      15
16
17
18
19
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
Trends - Capabilities




                        21
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
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
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
Capabilities Convergence   25
Platforms

✤   iPhone

✤   Android

✤   Blackberry

✤   Palm

✤   Windows Phone 7

✤   Other: Web, iPad
                       26
Costs to Develop Professionally
It depends ...




✤   Factors:

    ✤   Number and complexity of integrations

          ✤    device specific integrations

          ✤    integrations with your own infrastructure

          ✤    third party integrations



                                                           27
Costs to Develop Professionally

✤   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
Costs to Develop Professionally

✤   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
Costs to Develop Professionally

✤   Factors (cont.):

    ✤   Frameworks

          ✤   AppMaker

          ✤   TapLynx

          ✤   PhoneGap, Titanium

          ✤   Sencha Touch

                                   30
Costs to Develop Professionally

✤   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
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
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
Technical considerations
Application development practices



✤   Speed

      ✤   Network access can be costly

      ✤   HTML5 offers solutions to minimize network access

      ✤   Reduce requests and file sizes




                                                              34
Technical considerations
Application development practices




✤   Touch

      ✤   Touch target size

      ✤   Touch gestures

      ✤   Hover is no longer an option




                                         35
Technical considerations
Testing and deploying 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
Thank you
Time for Q&A?


• Tim McGovern
   • @mcgovern
   • tim.mcgovern@gmail.com
   • 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
Possible Q&A Topics
Time for Q&A?


    • Specifics about Heritage’s mobile
      development experiences

    • Mobile Web Sites vs. Mobile Applications

    • iPhone Development Frameworks

    • HTML5



                                                 38

Mobile opportunity and options for it

  • 1.
  • 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.
  • 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
  • 18.
  • 19.
  • 20.
  • 21.
  • 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
  • 23.
  • 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
  • 27.
  • 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