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2013 Kony Mobile Symposium Empowering Everywhere for Customers,
Partners and Employees IntroducCon and Welcome
Ben Salama, Managing Director, Accenture Mobility @MobilityWise Adam Enterkin VP – Sales, Europe, Kony, Inc
@Kony
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Developed By:
Chairman’s Opening Remarks Jeffrey Hammond
VP – Principal Analyst Forrester Research
@jhammond
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3 En:re contents © 2010 Forrester Research, Inc. All rights reserved.
Source: Flickr (hIp://www.flickr.com/photos/sashawolff/3793206523/sizes/l/)
Over 700M smart phones sold worldwide in 2012 1/13 Samsung Galaxy SIII: 96 million, iPhone 5: 54 million 5/13 Over 900 million total Android devices (IO) 6/10 Over 600 million iOS Devices (WWDC)
The Mobile Shi] is upon us…
Mobile is the new face of engagement
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Tablets reinforce the mobile shi] Table vs. smartphone growth (share of page views)
Source: Adobe Digital Index (hIp://blogs.adobe.com/digitalmarke:ng/digital-‐index/)
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Smartphones & Tablets are MUST support devices
• They are fast – low :me to live • They are near – on avg. 23 hours a day • They are capable – browsers are equivalent to
PCs • They are collabora:ve – side by side viewing
(and selling) • They are portable – they get used in many
important places • They are cool – and an important part of brand
image
Unique characteristics create engagement opportunities
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EU-‐5 Consumers Connect On Mul:ple Devices April 2013 “The State Of Consumers And Technology: Benchmark 2012, Europe”
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EU-‐5 Consumers Connect On Mul:ple Devices (Cont.) April 2013 “The State Of Consumers And Technology: Benchmark 2012, Europe”
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EU-‐5 Consumers Connect On Mul:ple Devices (Cont.) April 2013 “The State Of Consumers And Technology: Benchmark 2012, Europe”
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Mobile means any:me, anywhere workers
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February 2013 “2013 Mobile Workforce AdopCon Trends”
Mobile devices are taking over in many places
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How do you meet your mobile needs without reinventing the wheel?
hIp://www.flickr.com/photos/fredo/392835542/sizes/l/in/photostream/
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Developed By:
Icebreaker Networking Session: “Guess the Technology” Jeffrey Hammond
VP – Principal Analyst Forrester Research
@jhammond
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Can we use HTML5 to build apps? …Or should we go native? …Or use <X> mobile framework?
The question I get asked most often:
Answer: It depends. Source: Flickr
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Icebreaker: What’s my app?
Guess what technologies were employed to create the following mobile apps?
A: Native app (objective C, Java etc.)
B: Web (responsive site, JavaScript + HTML)
C: Mobile middleware
D: Hybrid app (HTML/Javascript + Container or
native code)
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App #1:
Two to 10 times faster than prior version
Answer: (complex) hybrid
Native code
HTML5
Node.js
Backbone.js
Underscore.js
LinkedIn — Google Android
Source: Inc. Technology (http://technology.inc.com/2011/08/16/linkedin-revamps-its-mobile-apps/) and VentureBeat (http://venturebeat.com/2011/08/16/linkedin-node/)
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App #2: Financial Times — Apple iPhone Avoids “content tax”
Answer: Web
HTML5
Supports local storage
Automatic updates
Tied into subscription
HTML5 video support
Source: The Financial Times iPhone application screen shot
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App #3: National Public Radio (NPR) — iPad Mobile-first experience
Answer: native
Objective-C
Uses NPR APIs
Source: NPR iPad application screen shot
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App #3a: NPR — Chromebook Mobile-first experience
Answer: Web
SproutCore
Uses NPR APIs
Source: NPR Chromebook applica:on screen shot
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App #4: GEICO — GloveBox Provides POC to
customer
Answer: middleware
Kony Mobile
Uses camera
Deployed to Apple iOS, Android
Source: MobileVillage (http://www.mobilevillage.com/yp/case_kony_geico.htm)
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App #5: Plants vs. Zombies: Android Casual gaming
blockbuster
Answer: Middleware
Marmalade SDK
C/C++
Native ARM code
Small bridging container like a hybrid
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App #6: NBC: iPad Major media investment
Rich content/experience
Answer: Middleware
Appcelerator
Node.js
Started w/ Jay Leno’s Garage, then Late Night w / Jimmy Fallon
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App #7: Untappd 2 devs part time
10M+ check-ins to date
Answer: Hybrid
Cordova + jQuery
Core infrastructure in PHP
Data stored in MySQL, Redis
Picture stored on Amazon S3
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Exercise: What’s my app?
Scores? • 8 out of 8? • 6 out of 8? (C) • 5 out of 8? (D) • Failing?
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A guide for technology decisions
Na:ve Tools
Performance
Cost
Agility
Experience
Connected Tasks
Full JS Framework
Hybrid
Mobile Middleware
Light JS Framework
Responsive Web
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Development considerations
1. How extensive does offline support need to be? Rich media?
2. Do you need cutting-edge platform features like GPU acceleration or NFC?
3. Do you want to monetize your apps?
4. Are you more interested in progressive enhancement or functional APIs?
5. Do you need to support more than two platforms/form factors?
6. What staff capabilities will you match up against mobile?
7. How important are predictable costs?
8. What type of information are you building your app around?
9. How important is it to control the distribution of your apps?
10. What must be done custom versus using package apps?
10 questions to ask before choosing a mobile technology:
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Developed By:
PresentaCon: Mobility Trends to Watch Out For Jeffrey Hammond
VP – Principal Analyst Forrester Research
@jhammond
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© 2013 Forrester Research, Inc. Reproduction Prohibited 27
Key Questions
› What are the key trends in mobile?
› How will mobile development evolve?
› How will mobile disrupt existing business models?
› What steps should business leaders and developers take to capitalize?
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1. Mobile platforms are the catalyst for new, connected experiences
Con
sum
er
Plat
form
s
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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
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2. Tablet and phone use case will diverge
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© 2013 Forrester Research, Inc. Reproduction Prohibited 30
Today
Future
Track success rela:ve to objec:ves.
Use analy:cs to drive consumer-‐oriented results
through relevancy.
3. Analytics wrapped around contextual data will power next-gen apps
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–2 days
• Change reservaCon • Reserve seat • View reservaCons
–2 hr
• Check gate • Departure Cme
• Lounge access • Upgrade
Flight
• Arrival Cme
• Food order • Movies
• Wi-‐Fi
+2 hr
• Ground transportaCon
• Lost luggage • NavigaCon
+ 2 days
• Customer service
• Mileage status
• Reward travel • Upcoming reservaCons
Contextual use of :me will help priori:ze home page content
Airline example based on user time
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4. Adoption of mobile phones has exploded globally, and will continue
Source: Forrester Research, Inc.89427
United States327M Mobilesubscriptions310M Population
Russia256M Mobilesubscriptions139M Population
Brazil259M MobileSubscriptions198M Population
China1.04B Mobilesubscriptions1.4B Population
India960M Mobilesubscriptions1.2B Population
Figure 1 Nearly One-Fifth of the World’s Mobile Population Is In China
PopulationMobile phone subscriptions
Worldwide6B Mobile subscriptions
7B population
$12B €2.7
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© 2013 Forrester Research, Inc. Reproduction Prohibited 33
Key Questions
› What are the key trends in mobile?
› How will mobile development evolve?
› How will mobile disrupt existing business models?
› What steps should business leaders and developers take to capitalize?
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© 2013 Forrester Research, Inc. Reproduction Prohibited 34
1. The focus shifts beyond mobile apps
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Infrastructure integration will play a larger role, absorb more effort, and drive costs up
February 2013 “2013 Mobile Trends For eBusiness Professionals”
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• Customer service • Mileage status • Reward travel • Upcoming reservations
Traveler mobile tasks
Looking at the realities of context
Flight - 2 days + 2h - 2h + 2 days
• Book reservation • Change reservation • Request upgrade • Reserve seat
• Check gate • Departure time • Lounge access • Upgrade
• Arrival time • Food order • Movies • Wi-Fi • Baggage carousel
• Ground transportation • Lost luggage • Navigation
Flight reservation processes
Flight timelin
e
Travel business processe
s
Customer loyalty processes
Flight processes
Baggage handling processes
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2. Architects will need to modernize infrastructure
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A modern mobile architecture
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Traits of A Modern Application Rationale APIs everywhere APIs must be asynchronous and consumable across
multiple platforms Uses asynchronous communication
Event-driven architecture improves performance by eliminating blocking at infrastructure layer
Uses lightweight process communication frameworks (e.g. REST, JSON, node.js, Nginx)
Reduces resource consumption, effectively uses smaller processing instances, smaller thread pools
Composed of independent service endpoints
Individual service can change independently, applications can continue to function if an individual service fails
Use of in-memory DBs Reduces latency between mobile clients and infrastructure
Services deployed on elastic infrastructure
Makes is easier and cheaper to scale up and down on demand
Sharded SQL DBMSes or NoSQL DBMSes
Makes it possible to support millions of customers with commodity, scale-out hardware
Uses dynamic languages in concert with languages like Java and .NET
Simplifies programming constructs. Allow applications to evolve without recompiling services.
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3. There will be no “magic bullet” approach
Source: Forrsights Developer Survey, Q1 2013
What approach(s) do you take for multiplatform development?
3%
31%
32%
42%
42%
66%
None of the above
I decide on a core set of platform(s) and maintain a portable common code base
I use a hybrid approach that mixes native platform code and HTML/JavaScript as part of the same app
I write native code on a platform I'm familiar with, then port to other platforms opportunistically
I create apps using a cross-platform development tool
I use HTML, JavaScript, and other Web technologies to support multiple platforms
Base: 272 North American Software Developers building mobile apps or websites that deploy to multiple OSes
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© 2013 Forrester Research, Inc. Reproduction Prohibited 41
Key Questions
› What are the key trends in mobile?
› How will mobile development evolve?
› How will mobile disrupt existing business models?
› What steps should business leaders and developers take to capitalize?
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Mobile will transform business models many ways. Mobile will: 1. Offer deeper consumer engagement 2. Evolve into real-time interactions that depend heavily on contextual
information
3. Alter pricing models
4. Up-end existing cost structures (lower barriers to entry) and disintermediate ecosystem players
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• Bar code scanning • Consumer reviews • Coupons • In-store navigation • Lists (e.g., wedding
registries) • Loyalty • Promotions • Shopping lists
In-store
• Coupons • In-store inventory • Nearest “store” • Pricing • Promotions
Competitor’s store
• Coupons • How-to videos • In-store inventory • Research tools • Shopping list
building • Store hours • Store location • Weekly circular
Home
Retail example based on user location
2. Intelligence added to location will dictate consumer experiences on mobile
Image: Julie Ask
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3. Pricing can and will vary by location
If a retailer knows I am home, they may offer a price assuming I won’t get in my car and drive.
If a retailer knows I am in the store, they may price assuming I need the product now.
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4. Industries with complex or dated business models ….
Taxi Medallion Insurance
Dispatch Call IVR
Waiting Waiting No Transparency
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… will be susceptible to disruption as mobile phones eliminate elements …
Taxi Medallion Insurance
Dispatch Call IVR
Waiting Waiting No Transparency
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… and offer value add services • Value-add services include: choice of car,
electronic receipts, car tracking, driver ratings/reviews, timely information, etc.
• Vehicles are identified quickly without lengthy IVR interactions or “hold” times
• Mobile-first company/service
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© 2013 Forrester Research, Inc. Reproduction Prohibited 49
Key Questions
› What are the key trends in mobile?
› How will mobile development evolve?
› How will mobile disrupt existing business models?
› What steps should business leaders and developers take to capitalize?
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Business leaders and developers must shift their focus together.
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How to approach mobile services design: 1. Think mobile first
2. Focus on convenience
3. Use feedback to rapidly evolve mobile services
4. Prepare for further technology disruption
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1. Thinking “Mobile First” with context:
› Deliver relevancy
› Simplify tasks
› Create a personalized services layered on top of the physical world
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Think of this less as “Big Brother” watching
http://www.flickr.com/photos
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. . . and more like “Big Mother” helping
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The line between creepy and helpful is thin, gray, and curvy.
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Creepy or helpful? What your phone/Amex knows: • You have traveled to Mexico. • You have rented a car. • You are staying at the
Westin. • The weather there is 92oF.
“We suspect you are driving to Chichen Itza today. Our travel partner is offering a special price on tours if booked with your Amex.”
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Creepy or helpful? What your phone/AMEX knows: • You have traveled to Mexico. • You have rented a car. • You are staying at the
Westin. • The weather there is 92oF.
“We see your card was just used to purchase tickets to Chichen Itza. Please enter your 4-digit passcode to confirm you have possession of your card.”
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Systems of Engagement
3. Use feedback to rapidly evolve services
Time to Safety
Time to Certainty
Time to Feedback
Systems of Operation
Systems of Record
Lifecycle Focus
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4. Prepare for further technology disruption › Today’s cutting edge device features will comm0ditize › New sensors will enrich context › Motion and voice will augment touch inputs › Moore’s law will enable more edge processing › Heads up interfaces will emerge › Larger touch surfaces (portable and static) › Wearable and connectables create local networks › Apps give way to platforms and services › Tension over economics of native/web vs. unique platform
services
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In summary – Pulling it all together › Think mobile first – the numbers demand it
› Think beyond apps – to modern applications
› Think omni-channel – tablets /= smart phones
› Think context – local, historical, and extended
› Think convenience – provide relevant, simple, personalized services
› Think horizontal – organize around service delivery
› Think flexible – the mobile shift is just getting started!