Mobile Apps: What Now?

NWOIC

September 9, 2010

Thunder Bay, Canada

mobile is a way to

instrument the world

- eric schmidt, 2010

MEIC is a not-for-profit organization based in Toronto, Canada. Founded in 2007 by

OCADU, MEIC supports design leadership

and innovation in Canada’s mobile industry.

Through applied research and

commercialization, SME advisory and

services, conferences, workshops and

international outreach, MEIC is recognized

as a leading mobile organization across

Canada.

Board of Directors and Advisors TVO

WirelessNorth.ca Marblemedia Yahoo! Canada Mobile Entertainment Forum Canada

SmartTrust Admeris WeroCreative University of New Zealand

EchoMobile Transcontinental Media EyeBorg Normative Design

Interaxon Spreed Inc Pushlife Inc

Triptych Media York Technology Association Communitech Sweet Caesar

Ecentricarts, Inc Telus Mobility MaRS AdModo

Canadian Film Centre – Media Lab

OCADU

Ryerson University RBC Canada IBM Interactive Ontario

Research in Motion Microsoft Canada Gesturetek, Inc The Mobile Institute

CBC UOIT George Brown College

33 Magnetic Ltd Aesthetec Mobile Monday

Achilles Media Ltd Motorola Canada Bitcasters mypetbrainstorm

Canoe.ca/Quebecor Decode Entertainment Inc The Delvinia Group of Companies Silverback Wireless

Design Exchange

Key Values

Stakeholder Engagement

Collaborative Innovation

Agile Research + Commercialization

Design Leadership and Advocacy

MEIC Approach

Applied Research + Prototyping

Business Accelerator / Incubator

Education + Training

Outreach Initiatives

Partnerships + Alliances

We focus on five complementary and interconnected strategies

Recommendation Highlights

Leveraging partnerships and fostering collaboration in the local and international mobile ecosystem.

Focus on business and distribution model design, strategy development for commercialization, distribution and scalability.

Developing a recruitment pool and network for promoting local talent to local and international businesses.

Increasing the availability of large and small scale investments aimed at SMEs, emerging graduates + researchers.

Enriching and expanding skills in foresight, design and user experience.

MEIC Research + Prototyping

Project Title Project Partners

Educational Resources for Mobile Device Applications UOIT (lead), MEIC Industrial Partners

Mobile Literacy TVO

Cross-platform Digital Content Research marblemedia, MEIC Industrial Partners, OCAD

Design, Research and Foresight Methodologies for

Mobile

OCAD, MEIC Industrial Partners, Academic Partners

Compelling UX IBM, OCAD, MEIC Partners

Augmented Reality and Locative Cinema Aesthetec, Ryerson, OCAD, MEIC Partners

Mobile BizSource MEIC, Interactive Ontario, WirelessNorth

Tentacles OCAD, MEIC Partners, York University, CFC Media Lab

Prototype for Student Usage George Brown College, MEIC

WeroGame WeroCreative, Nightingale Company, MEIC

M-Commerce UX Xtreme Mobility, MEIC

SeeingtheInvisible.ca EchoMobile, University of Toronto/Universityof Auckland

NZ, MEIC

Red Rover Normative Design, MEIC

iPad News Spreed Inc, MEIC

regulatory + industry climate

9,984,670 km2 34,057,000

22M mobile subscriptions (72%, 2009) 31% smartphone adoption

$38B in revenue

Web + App + Platform Overview

mobile web browser based

open web standards not native or on-deck

streaming cloud-based content + service delivery

subscriptions , on-demand not bound to one particular device

little relationship to hardware high data charges

flash vs HTML5

mobile apps

platform based

proprietary platforms + handsets

OS + native orientation

storefronts + marketplaces

new developer/telco relationship

different opportunity for video content

greater restrictions for development

HTML5 vs flash

content stays with device

4.5B

Platforms + OSs

Symbian^3

Open source

HDMI Support

2D/3D Graphics

Architecture

New UI

Platforms + OSs

Bada

Samsung’s venture into

the App Market

Samsung Wave Device

Android Competitor

Platforms + OSs

Windows Mobile 7

Complete Redesign of OS

Integration with other

Microsoft offerings

User-Centred Design

Platforms + OSs

One API

Canadian Pilot to define a commonly supported API to allow mobile (and other network) operators to expose useful network information and capabilities to a Web application developers.

Global Push for standardization and deployment

China is leading with prototype deployment (China Unicom)

For Canada, Bell is part of the GSMA initiative OneVoice

Not a solution to what RIM + others call the inevitable broadband crunch

LTE (Long Term Evolution)

Global Industry

4.6 billion mobile subscriptions globally (67%)

By 2011, 85%+ handsets will be able to access the mobile web

$150B global market size for content + services in 2011

http://www.inatelecom.org/Portals/0/Images/bulletin/2009%20ICT.bmp

CISCO

http://www.appleinsider.com/articles/09/11/23/apple_iphone_eats_up_50_share_of_all_mobile_data_traffic_globally.html

Top Ten Mobile Trends for 2012

1. Money Transfer 2. Location-Based Services 3. Mobile Search 4. Mobile Browsing 5. Mobile Health Monitoring 6. Mobile Payment 7. Near Field Communication Services 8. Mobile Advertising 9. Mobile Instant Messaging 10.Mobile Music

www.gartner.com

Designing for Mobile

terminology

constraints

ux, ui, usability

tools

terminology

user interface:

where the interaction between humans and technology takes place.

the system of inputs and outputs

the method

antony ribot, wikipedia

user experience:

the qualitative, emotive and subjective experience of interacting with a technology

multiple interactions with a system

the relationship

antony ribot, wikipedia

usability:

the ease with which someone can employ a particular tool to achieve a particular goal

the elegance or clarity with which an interaction is designed

the quality

wikipedia

constraints

form factor

network latency input

memory cpu

battery location

language/region context

5 qualities of usability

learnability

efficiency

memorability

errors

satisfaction

Jakob Nielsen

User Experience Engagement Criteria

Facets of User Experience Design, Peter Morville 2004

explicit + declarative

implicit + gestural

situational + conversational

antony ribot

technology doesn’t adapt to your behaviour

antony ribot

Content Trends

shift towards branded experience multi-platform

new publishing models new revenue models

proprietary vs cloud-based content

major challenges

technology changing rapidly

open vs closed models

data speeds + infrastructure challenges

business models need to be nimble

enabling

technologies

http://www.gpslodge.com/pictures/MagellanMaestro4040-thumb.jpg

http://linkevolution.e-globaledge.com/english/infrared/images/img_ir2_1.jpg

http://www.ubergizmo.com/photos/2007/6/meraki-outdoor-wifi.jpg

Infrastructure

Major TechnologyTrends

Windows Mobile 7

Complete Redesign of OS

Integration with other

Microsoft offerings

User-Centred Design

Major TechnologyTrends

Major TechnologyTrends

Mobile Apps + Your Business

Marketing Your App

Be Unique

Be Tweetable

Learn to Pitch

Be Interesting

Cater to Blogs

Think Like Media

Control the Hype

Make Your Website Awesome

Launch Big

http://www.smashingmagazine.com/2010/03/03/how-to-market-your-mobile-app/

4 Major Categories for App Success

1. Inform

2. Transact

3. Entertain

4. Success

Six Immutable Laws Of Mobile

6 Immutable Laws of Mobile Business

1. Value over Culture

2. Law of the Ecosystem

3. Mobility Empowers

4. The Value of Time Zones

5. Mobile-Specific Business Models are Essential

6. The Future is Simplexity

Six Immutable Laws Of Mobile

Mobile App Case Study

“Starting from scratch, literally We started Endloop as an iPhone app shop last year. My brother and I had plenty of years of web development and user experience design under our collective belts but neither of us had ventured into mobile, let alone iPhone development.

So what else didn’t we have? 1. Reputation: while we did well on the web dev

side, on the app store we were nobodies. No previous consumer software products or existing userbase

2. Mailing list: nothing to see here, see above 3. Capital: ok so we had some savings and we had to

sell our cars for extra bootstrap capital”

“Key Success Factors for launch • Timing: by launching iMockups simultaneously

with the iPad, we were able to capture the attention of the press. We were one of the few iPad apps that was staunchly NOT another app for consuming media.

“Key Success Factors for launch • Apple Feature + Positioning: Apple was touting the

iPad as great consumption device but they also wanted to prove it could do productivity as well, thus launching Keynote, Pages and Numbers. By indirectly helping Apple promote the ‘productivity’ aspect of the iPad, I think it definitely made it an easy decision for them to feature our app.

“Key Success Factors for launch • Video: the 30 second video I uploaded to

YouTube got over 50K views within the first week. I sent the press a very short email containing a link to the video, highlight that it was only 30 seconds.”

Key Success Factors post-launch App pricing : by keeping our app at $9.99, we are able to do well with less sales. Because it’s a niche app for professionals, we think the price is not as much of a barrier. With a higher price point, just a single app sale in every country will result in a decent take for one day.

Key Success Factors post-launch

Customer service Continual updates and features Social media

WHERE TO FIND US

Mobile Experience Innovation

Centre

Mobile Experience Innovation

Centre

MobileEx

Web: meic.ocad.ca

Thank you!

mperras@ocad.ca

@mobileex

@michele_perras

APPENDICES