mobile insights for 2014 j.boye13 - aarhus

Mobile Insights for 2014AND BEYOND

Dan LewisJudge Consulting Group

JBoye13 - Aarhus

Obligatory Bio SlideMy name is: Dan Lewis

I am from: Philadelphia, Pennsylvania - USA

I work for: The Judge Group, Inc. – A global professional services organization

As the: Head of Mobile Solutions for Judge Consulting

For my job I: Help diverse global organizations to better leverage mobile and web technology

I used to: Build intranets, websites, and database stuff

The MarketA LOOK BACK AT 2013

Platforms – 2013 Notable Notes

Android

• De-fragmentation strategy in place

• Major growth continues

• Dependency on OEMs

BlackBerry

• Not for sale – not a contender either

• BBM for all (years late)

iOS

• Major refactoring and platform refresh

• Slowed growth

• 64-Bit strategy

Windows

• Major write-downs on Surface

• Microsoft buys Nokia mobile

Other

• Firefox is in the wild

• Samsung Tizen device soon?

Platforms – Smartphones

2013 MARKET SHARE (%)

2017 MARKET SHARE (%)

2013 Market Share (%) 2017 Market Share (%)

Android 75.30% 68.30%

iOS 16.90% 17.90%

Windows Phone 3.90% 10.20%

BlackBerry OS 2.70% 1.70%

Others 1.20% 1.90%

Global Smartphone Projected Platform Market Share

Source: IDC Worldwide Mobile Phone Tracker, September 4, 2013

OEMs - Smartphones

3Q12 UNIT SHIPMENTS (MILLIONS)

3Q12 MARKET SHARE (%)

3Q13 UNIT SHIPMENTS (MILLIONS)

3Q13 MARKET SHARE (%)

3Q12 Unit Shipments (millions) 3Q12 Market Share (%) 3Q13 Unit Shipments (millions) 3Q13 Market Share (%)

Samsung 57.8 31.00% 81.2 31.40%

Apple 26.9 14.40% 33.8 13.10%

Huawei 7.1 3.80% 12.5 4.80%

Lenovo 6.9 3.70% 12.3 4.70%

LG 7 3.80% 12 4.60%

Others 80.5 43.20% 106.6 41.30%

Global Smartphone OEM Market Share and Totals

Source: IDC Worldwide Mobile Phone Tracker, October 29, 2013

OEMs - Tablets

3Q12 UNIT SHIPMENTS (MILLIONS)

3Q12 MARKET SHARE (%)

3Q13 UNIT SHIPMENTS (MILLIONS)

3Q13 MARKET SHARE (%)

3Q12 Unit Shipments (millions) 3Q12 Market Share (%) 3Q13 Unit Shipments (millions) 3Q13 Market Share (%)

Apple 14 40.20% 14.1 29.60%

Samsung 4.3 12.40% 9.7 20.40%

Asus 2.3 6.60% 3.5 7.40%

Lenovo 0.4 1.10% 2.3 4.80%

Acer 0.3 0.90% 1.2 2.50%

Others 13.5 38.80% 16.8 35.30%

Global Tablet OEM Market Share and Totals

Source: IDC Worldwide Tablet Tracker, October 30, 2013

2014 - Trends to WatchWHAT WILL BE HOT

Mobile Payments Maturing

Over-the-Top

Providers

Financial Institutions

Carriers

iBeacon vs NFC

Source: GigaOM

Mobile and Location-Based Advertising

Location is the new cookie

•Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering.

•That's where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.

Money is flowing into location-based mobile marketing

•A recent survey of 400 brand executives by Balihoo found that 91% planned to increase their investments in location-based marketing campaigns in 2013.

•Finally, a study by Berg Insight found that location-enabled ad spend reached about 8% of total mobile ad spend for 2012. This proportion is expected to increase to 33% by 2017.

Location-based data is driving much of the interest - and success

•Enabling campaigns with local data produces measurable results.

• In a study of over 2,500 of its mobile marketing campaigns, Verve found that its location-based ad efforts were about twice as effective as the mobile industry average click-through rate (CTR) of 0.4%.

•Geo-aware ads, geo-fenced ads, and location data paired with audience demographics or purchase intent are all proving to be extremely successful.

Source: Business Insider August 2013

IT is Losing Control

Bring Your Own Everything

Source: 2001 Australian Grand Prix

How are we building this stuff?ALL OF THE “GEEK SPEAK”

Mobile Web vs Responsive vs App vs ???

Source: Brad Frost

Native vs Hybrid vs Web

Native

• Best performance

• 3D and Gaming

• App store presence

• Expensive – especially across platforms

Hybrid

• Native SDK access

• App store presence

• Performance can be questionable

• Cross-platform faster/cheaper than Native

Web

• No Native SDK access

• Not offline-friendly

• Low cost of entry

• Cross-platform cheapest of all

Rethinking the Enterprise Lifecycle

Frequent Platform Updates

Constant Application

Patches

Short Hardware Lifespan

Specific Testing is

Mandatory

Multi-Device Users

Changing Methodologies

Waterfall Agile Wet Agile?

Take a break!

So how (mobile) mature is your organization?EXERCISE #1

Exercise #1: Mobile Maturity Inventory

Apps Virtual Desktop Mobile Web Responsive Native App

Sales / CRM

Intranet

External Web

Consumer App

Collaboration

Devices BYOD COPE

Android

BlackBerry

iOS

Windows

Other

Evaluate

How many separate mobile-available applications are present in your organization – internal AND external?

Does your organization have an official mobile strategy – if so share an overview?

Does your software lifecycle policy account for mobile application support and maintenance?

Is your organization supporting more than one mobile platform – if so which ones?

Are mobile employees regularly using 3 devices (PC, tablet, smartphone)?

Anyone care to share?

Take a break!

Empowering Mobile Content Creation THE MOBILE WORKER WILL BE ENABLED

Who is a mobile worker?

Courtesy: Frank Carter

Remote

Courtesy: Dakar Rally

Remote

Courtesy: Dakar Rally

Field

Courtesy: Boeing

Travelling

How has this worker’s mobile toolset evolved?

From Email & Calendar

To Staff Directories and CRM

And Collaboration

Soon we will be creating

Empower the ability to create

Treat clients as more than consumers

Collect and curate mobile content

Provide friendly access…

Responsive Websites

Platform-agnostic “Apps”

Make Security EASY!

Is this being done today?AND BY WHO?

CNN iReport

Waze

PlanGrid

What is preventing us from creating the way we do on a PC?AND IS IT REALLY A PROBLEM?

Screen Size?

Processing Power?

Storage?

The Keyboard and Mouse!

What is the new input pattern?WHAT CAN REPLACE THE KEYBOARD & MOUSE?

Touch?

Voice?

Eye Movement?

A Hybrid?

Only you will decide

Can you help make content creation more mobile-friendly?EXERCISE #2

CHALLENGES

Application Problem Area

Photoshop Right Click and Keyboard Modifiers (Alt,Ctrl,Shift)

SOLUTIONS

Input Method Provide Examples of this Method to Solve Challenge

Touch

Voice

Eye

Other

Exercise #2: Making Creation Mobile

Anyone care to share?

The road to Empowerment passes through EnablementA FINAL THOUGHT

Thank You!D A N L E W I S

J U D G E C O N S U L T I N G G R O U P

@ D A N T H E I T M A N

D L E W I S @ J U D G E . C O M