Mobile: more than just an app

Topic for the next few slides

‘Name of referenced work’, Author/source/URL, date.

Technology has changed

We behave differently

Creating better mobile products

Building mobile apps

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http://www.flickr.com/photos/avlxyz/308574017

US market and mobile trends are similar to Australia

We’re using local research wherever possible

First, a note about stats.



http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html

REFRIGERATOR

100%

80%

90%

60%

40%

20%

0

1900 1915 1930 1945 1960 1975 1990 2005

AIR-CONDITIONING

AUTOMOBILE

TELEPHONE

COLOR TV

INTERNET

ELECTRICITY

COMPUTER

MOBILE PHONE

Technology, people and time




REFRIGERATOR

100%

80%

90%

60%

40%

20%

0

1900 1915 1930 1945 1960 1975 1990 2005

80 YEARS

50 YEARS

70 YEARS

AIR-CONDITIONING

AUTOMOBILE

TELEPHONE

COLOR TV

INTERNET

ELECTRICITY

MOBILE PHONE

COMPUTER





REFRIGERATOR

100%

80%

90%

60%

40%

20%

0

1900 1915 1930 1945 1960 1975 1990 2005

30 YEARS

20 YEARS

AIR-CONDITIONING

AUTOMOBILE

TELEPHONE

COLOR TV

INTERNET

ELECTRICITY

80 YEARS

50 YEARS

70 YEARS

COMPUTER

MOBILE PHONE




Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx

0

20

40

60

80

‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11

Internet adoption over time (percentage American adults)

http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx

http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx

The Australian Online Consumer Landscape Report, Nielsen 2012.

0

20

40

60

80

‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11

Internet adoption over time (percentage American adults)

82% of Australian adults online in 2012

Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx

0

15

30

45

60

75

90

Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12

Desktop PCLaptopMobile PhoneTablet

Adult gadget ownership over time

http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx

http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx

Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dqAustralian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli The Australian Online Consumer Landscape Report, Nielsen 2012.

110% mobile device penetration

In Australia...

18% tablet ownership

52% of those are smartphones

0

15

30

45

60

75

90

Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12

Desktop PCLaptopMobile PhoneTablet

http://bit.ly/MKj8dq

http://bit.ly/MKj8dq

http://www.aimia.com.au/ampli


Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites

‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11

Telecom ‘Walkabout’Motorola

Brick

Nokia 5110

Palm Treo

MotorolaRAZR

HTC Dream (1st Android)

iPhone 3

iPad 1

AMPSAnalogue

GSM2G/WAP/WML/i-mode

3G UMTS NextG

1st mobileweb browsers

SMS is born

1st WebKit browser

Predictive Text

http://isc.org

http://isc.org

http://amta.org.au

http://amta.org.au

http://wikipedia.org

http://wikipedia.org

http://www.flickr.com/photos/jakecaptive/3205277810

So What?







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mitpress.mit.edu/books/norvh/chapter1.html

Don Norman, 1998

“...we tend to place the

emphasis on

the technologies

themselves, when it is

really the social impact

and cultural change that

will be most dramatic.”

What is the most radical, innovative mobile device

released in the last few years?

Vodafone 150

$10 - $15

http://na.unep.net/globalpop/africa/Appendix_6e.html

Population Density

http://www.coveragemaps.com/gsmposter.htm


http://apod.nasa.gov/apod/ap081005.html

Access to electricity



http://apod.nasa.gov/apod/ap081005.html

GSM Network Coverage



What does it mean forinformation sharing?

RapidFTR

Yesterday, We went go to the computer to use internet


Today, We access the internet any place, any time.


Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli

0

20

40

60

80

100

Vo

ice

SMS

Ente

rtai

nm

ent

Vis

it w

eb

Sear

ch

Ban

kin

g

200920102011

Use of the mobile phone for different purposes



Pew Research, 2012. http://pewinternet.org/Reports/2012/Just-in-time/

‘Just in time’ information

86% of smartphone owners access information just-in-time...

41% coordinate a meet-up

35% solve an unexpected problem

20% get a up-to-the-minute transport info

http://pewinternet.org/Reports/2012/Just-in-time/

http://pewinternet.org/Reports/2012/Just-in-time/

Australian Mobile Phone Lifestyle Index, 2011. http://www.aimia.com.au/ampli

‘Just in time’ information

In Australia...

39% restaurant or cafe info

34% use mobile search daily

55% accessed maps/location/traffic



http://www.flickr.com/photos/martinhoward/2709364519

What does it mean for payments?



http://www.flickr.com/photos/deerkoski/7178643521




http://collections.europarchive.org/tna/20081202180014/

20-25% of GDP paid via SMS



50% of smartphone owners use their device in-store to help make purchasing decisions

What does it mean for retail?





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2010 Native iOS and Android apps

2007 A dedicated mobile website

2012 Integrated mobile experience

What does success look like?

2014 ???

http://g.co/projectglass

Opportunistic interactions

Integrated with life

Everything is ‘smart’ and all things are connected

Post-mobile world

http://www.flickr.com/photos/smogg9/3500907478/


Remember the first 10 years of radio?

http://en.wikipedia.org/wiki/Television

Remember the first 10 years of television?



http://www.icehousedesigns.com/webarchive/images/flshbk_COLLAGE2.gif

Remember the first 10 years of the web?



‘Content or feature discrimination’

‘Graceful Degradation’

Big assumptions about customer needs

We’ve been saying ‘do less’

(on mobile) for a long time

‘full version’ mobile version

ContentContentContent

Product info ★ ★Exchange rates ★Interest rates ★Product disclosure statements ★Forms & documents ★

FeaturesFeaturesFeatures

check account balance ★ ★transfer funds ★ ★pay a bill with BPAY ★ ★schedule a future transfer ★Change daily limits ★Update mailing address ★

An example from banking

Morgan Stanley Associates Internet Trends (2010)

2007 2008 2009 2010 2011 2012 2013 2014 2015

Mobile Internet Users Desktop Internet Users

Mobile Majority is very close

Customers want to do more on mobile

A good start...

‘Progressive Enhancement’

Mobile first, content first

Feature parity

‘full version’ mobile version

ContentContentContent

Your bags ★ ★People ★ ★Notifications ★ ★Blog ★ ★Help ★ ★

FeaturesFeaturesFeatures

Create a new bag ★ ★Edit existing bag ★ ★Explore ★ ★Search Bagcheck ★ ★Create new discussion ★ ★Comment ★ ★

An example

Adaptation (usually) only dealswith the interface not the content

What if that version of the unicornisn’t helpful for me right now?

http://commons.wikimedia.org/wiki/File:Jednoro%C5%BCec.svg



http://www.flickr.com/photos/tomazstolfa/4845875443/

Portability and consistency

Adapt content as well as features

Create Once, Publish Everywhere

Responsive content



An example browse, discover

and decide

Ingredients list

Step-by-step cooking instructions

Make it easy for them

Customers choose when and how they interact with your brand

Seamless experiences

Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies

http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies


http://www.flickr.com/photos/thewolf/5812767917

AirBNB: getting it wrong.




REA: Getting it right.

Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies



An ecosystem of screens and physical interfaces

Consumers expect acontinuous experience


Some expensive and proprietary system

MainframeDatabase

Message Hub

RetailCall Centre

Legacy Thing





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Different mobile platforms

Native or Web?

Objective C and Java

In the app store

Lowest barrier to a great experience

Native or Web?

HTML, CSS, Javascript

Distribute through the browser

Some reuse across platforms

Native or Web?

using PhoneGap

The Guardian

NATIVE HYBRID WEB

Democracy Now!

BBC OlympicsFacebookLinkedIn

Instagram Jump-in

http://www.flickr.com/photos/raeallen/200891658

How should you build your app?

Platform CoverageUser Experience



Platform Coverage

User Experience

Platform Coverage

User Experience

Laser

Platform Coverage

User Experience

Cover your bases

and

Don’t lock yourself into doing everything natively or

everything using the web

Shared presentation using HTML/CSS

Shared logic using Javascript

Sharing between platforms

Objective C Objective C

HTML / CSS Javascript

User Interface Client Logic

iPhone

Mobile Web

What would we do differently?

Objective C Objective C

HTML / CSS Javascript

User Interface Client Logic

Cal

atra

va

A bridge between native and web

http://en.wikipedia.org/wiki/Puente_del_Alamillo

More an approach than a framework

Technology choice per feature

Will soon be open source

Calatrava



But the app is just the tip of the iceberg

App Backend

App BackendAPI

APIApp Backend

How do we build simpler apps and smarter backends?

Product-aligned teams

RESTful web services

Serving data and style





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Focus on customer behaviour before technology

Do more, not lessfor mobile

Break large systems into smaller, faster moving components so you can better respond to change

Whatever you do, use short iterations,

measure and learn quickly.

A. Person, 2011

“Nulla facilisi. Phasellus mollis nibh eget

tortor cursus congue. Vivamus velit tortor,

sodales sed feugiat in, gravida eu turpis.

Pellentesque quis neque at libero malesuada

tincidunt a in risus. Maecenas.”


Thank youJonny [email protected]

@jonnyschneider

0418 690 519

Stewart [email protected]

@stewgleadow

0421 634 361

mailto:[email protected]





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Mobile: more than just an app

Technology

Transcript of Mobile: more than just an app