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Lifting the Lid on Mobile

mobile

Internet

Mobile Web - Conflicting Perspectives

Media

Mob

ile

InternetSoftw

are

Advertising

Enterta

inm

ent

Social Media

Med

iaR

etai

l

Social, Technical & Commercial

Convergence

Market Influences

“We can already do mobile” ?!

Conflicting Industry Agendas

Revenue generationSelling data

Selling phones

Increasing creative spendClient lock-inNew channel

AgenciesMobile Co’s

Media and ContentAdvertising revenues

Sales ChannelSubscription

Brands

ConsumersCheapFast Easy

Mobile Web - Different Technical Approaches

DIY - 1 Style sheets for small screens

DIY - 2 Templates organised into general categories

DIY - 3 Device by device websites

APPS Should be used as ‘Apps’ not a substitute for browsing

Adaption Software that screen scrapes PC site

Platforms Use proprietary mark up language, can be inflexible and expensive

Device Aware Development Environment (e.g. bemokoLive)

Next generation of Web Development tool

The new generation of rapid device aware Application Development Environments are built for the mobilised future of the Web

Different Approaches

Growing Platform Base

iPhone HTC Blackberry

Models Models Models

Keeping Pace – Handset Models

Blackberry

Curve Bold Torch Pearl

OS version

Javascript Support

CSS support

screen size versions

video support

Keeping Pace – Handset Evolution

Global Handset Manufacturer Share

Rapid Speed of Change

January 2011July 2010

Wider Technology Landscape

Internet TV Games Consoles

Feature PhonesSmart Phones

Kiosks Electronic Signage

Net books

PC’sInternet TV

In Car entertainment

e books

Tablets

Hybrid Electric Vehicles

Home appliances

camerasMedical devices

Fantasy or Reality?

The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone

Constantly Evolving Device Landscape

Apps – Part of the Evolution

• Simple development platform

• High Commercial appeal

• Well supported by the handset manufacturers

• Revenue generating

• Simple to use

• Fun

• Engaging

App Landscape Becoming Complex

• Apple App Store

• Android Market

• BlackBerry App World

• Ovi Store – Nokia

• PlayNow arena – Sony Ericsson

• Windows Marketplace

• WAC - operator consortium

• AppUp – Intel

• Frigo – Telefonioca

• Samsung Application Store

Native Apps Browser Based

Tom Fishbourne

Making Your App Count

Getting Your App Seen

• 350,000 Apple Apps

• 88,000 Android Apps (Google say 150,000)

• Android will have more apps than Apple by mid 1012

• 9.9 billion Apple App downloads and counting

Public comments taken from the App store:

“Competent at what it does but that's not much”

“Pretty useless but at least they have an app unlike competitors”

“You can’t use this app to shop”

“Only had this App for a month before deleting”

Apps Reputational Risk

Leading UK High Street Retail Brand

Even the experts can get it wrong!

“Laughable effort. Can't believe someone at the GSMA thought this would be any good”

“Dire! If there was a 2011 turkey prize, this would be it”

“Totally useless, just like the dead wifi and the arrogant staff at the site”

“Rubbish app. Was expecting much more from MWC as industry body and organisers ”

“What a useless piece of software... tried to use it twice, gave up. The paper map is more

interactive”

“Absolutely pathetic. Lame excuse for an app”

“what kind of amateur app is this?”

“What a pitiful application! The developer must have never seen an Android device”

App Security Risk

• Apps are software!

• Only as good as the developer

• Access on-board hardware

• Access on-board files

• Malware

• Spyware

• Data leakage

• ££££ Data download

Web App or Native App?

Web Apps – Next Generation

Web Apps – Next Generation• Fully featured Apps delivered using the browser

• One version for all mobiles - over 12,000 device types

• Instantly available – no need to download

• Available from the Brand’s own site

• Faster and cheaper to develop

• Easy to update and maintain

• Integration into CMS and external content

• Easy to share

• Detailed analytics

• Integrates and augments native Apps

Delivering a Good User Experience

• Think customer out

• Expectation

• Device Aware

• Logical Content for Mobile

• Speed download

• Cost - tariff

• Clicks

• Fingers and thumbs

• Brand

• Device compatibility

• Optimized Markup

• White space removal

• CSS compression

• Java script compression

• Style sheet requests

• Page Weight

• Markup quality

• Use of progressive enhancement

• Image sizes

• Page load time – single and under load

Optimised for Mobile

Consistent Experience

Communication

Apps e-mail mobile internet IIP TV Social Media

Managing Consistent Brand Experience

Communication

Agnostic Technology Layer

Apps e-mail mobile internet IIP TV Social Media New tech

Technology Management

Communication

Apps e-mail mobile internet IIP TV Social Media New tech

Technology Management

+

Alterian and bemoko Joint Solution

Summary

• Market Influencers

• Risks of relying on a single Technology

• The Pace Of Change

• Handset Diversity

• The Wider Mobile Technology Pipeline

• The Evolving App Landscape

• Considerations For Improving User Experience

• The need to use a different Approach

Questions:

Next sessions - From the Perspective of Mobile

Direct Marketing: Tuesday 12th April @10am UK

Device Technology: Monday 9th May @10am UK

E-commerce: Tuesday 14th June @ 10am UK

Social Media: Tuesday 12th July @ 10am UK

www.bemoko.com www.alterian.com