The Why, What & How of MobileMartijn Pannevis - @PanMan

Grafisch Lyceum Utrecht

CC By http://www.flickr.com/photos/gaetanlee/118885175

Get your phoneCC By http://www.flickr.com/photos/mjm/109012753

Live!

Design?

http://www.flickr.com/photos/will-lion/2594728351

Why?

How we got here

http://www.youtube.com/watch?v=5V-2qQS3NY0

What would you rather miss for one year?

31%

69%

SexTelefoon

Mobile is Personal

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Mobile is Social

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Mobile has Context

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Mobile is always near

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Most important medium

10-19

20-29

30-39 21

28

42

10

12

11

30

37

22

39

23

25

Age

TV PC Other Mobile

Newspapers PC’s Landlines TV’s Bank accounts Radio’s Mobile Phones

4,600

3,900

2,200

1,5001,2001,100

480

Number of devices

Massai krijgers

CC by http://www.flickr.com/photos/markkelley/1022720488/

10

20

30

40

50

60

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19

Quarters Since Launch

Su

bscri

bers

(M

M)

iPhone + iTouch NTT docomo i-mode AOL Netscape

33

iPhone + iTouch vs. NTT docomo i-mode vs. Netscape vs. AOL Users

First 20 Quarters Since Launch

Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only.

Source: Company Reports , Morgan Stanley Research.

Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch

Desktop Internet

AOL*

v 2.0 Launched 9/94

Mobile Internet

NTT docomo i-mode

Launched 6/99

Mobile Internet

iPhone + iTouch

Launched 6/07

~57MM

~25MM

~7MM

Desktop Internet

Netscape*

Launched 12/94

~11MM

0M

5,000M

10,000M

15,000M

Okt 2007 Sept 2009

2.500.000 Users in NL

1 Nu.nl

2 Google

3 Buienradar

4 Hyves

5 Hotmail

6 9292

7 Telegraaf

8 Gmail

9 NS

10 NOS

Top 10 in NL

1 Nu.nl

2 Google

3 Buienradar

4 Hyves

5 Hotmail

6 9292

7 Telegraaf

8 Gmail

9 NS

10 NOS

Trends in NL

Location based

1 Nu.nl

2 Google

3 Buienradar

4 Hyves

5 Hotmail

6 9292

7 Telegraaf

8 Gmail

9 NS

10 NOS

News

Trends in NL

1 Nu.nl

2 Google

3 Buienradar

4 Hyves

5 Hotmail

6 9292

7 Telegraaf

8 Gmail

9 NS

10 NOS

Social Communication

Trends in NL

1 Nu.nl

2 Google

3 Buienradar

4 Hyves

5 Hotmail

6 9292

7 Telegraaf

8 Gmail

9 NS

10 NOS

Top 10 in NL

Nu.nl

Hyves:200.000.000 pageviews 1.000.000

users

NOS18.000.000

teletext pages

112.556128.676

apps

Momentum Favors Apple iPhone + iTouch Ecosystem Fastest Hardware User Growth in Consumer Tech History

Global Cumulative Unit Shipments in First 10 Quarters

iPhone + iTouch vs. Wii / DS / PSP / iPod / BlackBerry

Note: iPhone launched in CQ2:07; iTouch launched in CQ3:07; iPod launched in CQ4:01; Wii launched in CQ4:06; DS

launched in CQ4:04; PSP launched in CQ1:05; Blackberry smartphone launched in C2002. Source: Apple, Nintendo, Sony,

RIM, Katy Huberty, Morgan Stanley Research.38

10

20

30

40

50

60

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10

Quarters Since Launch

Cu

mu

lati

ve U

nit

Sh

ipm

en

ts (

MM

) Nintendo Wii

Apple

iPhone + iTouch

Apple

iPod

RIM

Blackberry

Nintendo DS

Sony PSP

What?

IFart

Tweetie 2

Foursquare!

Stats

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Layar

Layar

http://www.youtube.com/watch?v=b64_16K2e08

Layar 3D

Beatles

Layar

The future of AR games

http://www.youtube.com/watch?v=BUOHfVXkUaI

How?

PlatformsCC By http://www.flickr.com/photos/stuckincustoms/211239773

PC world

Mobile

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Mobile Platforms

Symbian S60

J2me

Blackberry

Windows Mobile

SMS

Mobile Web

Widgets

iPhone

Android

Symbian S60

J2ME - PRO

J2ME - CON

Blackberry

Windows Mobile

SMS

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William Gibson

"The future is here. It's just not evenly distributed yet."

iPhone

Steve Jobs

“Phone differentiation used to be about radios and antennas and things like

that...We think, going forward, the phone of the future will be differentiated by software”

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Android

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AndroidMore open than iPhone:

Possible to replace native parts (ie contacts)

hook into OS. (ie: Receive SMS)

run background tasks.

Market & Own distribution possible (but not common).

Growing, but not there yet

Mobile Widgets

Mobile Web

Normal vs. Mobile web

Few browsers

Consistent behaviour

Big screens

Input: mouse

Many browsers

Different browsers

Different screen sizes

Keypad/touch/mouse emulator

Mobile web is the future

Like normal web: distribution rules

Interface & sensor access will get there

Most apps are lists & screens with data anyway

HTML 5 is leading the way: Cool new things

Worldwide Distribution

Worldwide Payments

Appstore

112.556128.676

apps

21.687Games

233,636,281

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Appstores are the new black

So, which one?

Which platform?

Reach in YOUR target group

Capabilities needed

Future-ness (that’s a perfectly cromulent word!)

It’s still nowhere near a mature market

If possible, go with the web

Multiple Platforms

Don’t start from scratch all the time

Build (internal) API

If you are popular others will build for you :) eg: Twitter

Let’s build an app

Which Platform?

0%

10%

20%

30%

40%

50%

60%

70%

Symbian iPhone RIM Windows Android

SalesWeb Usage

Hyves:200.000.000 pageviews

100.000.000 iPhone!

Native Apps

Why go native on mobile?

More control over the user experience

Richer interaction (make buttons do stuff)

Access to sensor data

Distribution through appstores

Pay $100.

Xcode

Testing

Simulator

Test on device!

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UDID’s

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Objective C. Not easy

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WebApps

Powerful browser

Web Based

Browser Install

Run as app

Games

Dashcode

Disadvantages

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Appstore

PhoneGap!

Native

Web-based apps

WWW folder

Submit

Online app Management

Submit

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Wait....

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Wait..........

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Approved

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Appstore

Make Money!

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Thankswww.martijnpannevis.nlmail @ martijnpannevis.nl@PanMan on Twitter