what is happening in the "app factory"?
DESCRIPTION
Christian Aaen, Ciklum's VP Services, presents the main mobile apps trends from the "shop floor" perspective and shares successful mobile development case studies from the nearshore. The presentation was used at Ciklum Seminar "Innovative Mobile Solutions and Successful Case Studies From the Nearshore" that took place in Munich, on March 22, 2012.TRANSCRIPT
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WHAT IS HAPPENING IN THE
‘APP FACTORY’ M O B I L E E X P E R I E N C E A N D C A S E S T U D I E S
M U N I C H , M A R C H 2 2 , 2 0 1 2
C H R I S T I A N A A E N
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INTRODUCTION:
CIKLUM SERVICE & CONSULTING
a) Client Satisfaction & Service Mgmt (160+
team clients)
b) Team productivity (1600+ developers)
c) VAS around the core team – Short-term
Projects, Peak, Consulting (170+ dedicated
employees)
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AGENDA
1. A Perspective From The Shop Floor
2. Cases
3. Homework + People + Process = Successful Ideas To
Apps(tore)
4. Q&A
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A PERSPECTIVE FROM THE ‘SHOP FLOOR’
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A GLANCE AT THE PAST: Q3 2010
Cross-Platform Development Porting
•The same operating system
•The same development tools
•Different Platforms
•Different Operating Systems
•Different Development Environments
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A GLANCE AT THE PAST: Q4 2011
Native development (Objective-C,
Java, etc.) • Targeted for the only platform
• Needs programming knowledge and
experience
• (All best apps are native apps!)
HTML5, mobile web, PhoneGap • Needs HTML5 and JavaScript
knowledge
• Lack of professional, experienced
developers using JavaScript mobile
frameworks
• Slower and less polished apps than
native ones
Platforms like Netbuiscuits,
Titanium, Marmelade, S2M etc. • Need some time to learn the
platform
• Multiplatform development
• There are some restrictions of the
platform
Mobile builders like BiznessApps,
MobileRoadie, etc. • Produce native apps
• Targeted for application categories:
like RSS reader, e-shop, etc.
• Suitable only for really simple apps
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WHAT IS ACTUALLY HAPPENING
ON THE ‘SHOP’ FLOOR
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• Magic wand exam failed. There is no magic in
the mobile world...
• On the contrary – the landscape has become
more complex!
• Technology, devices and human behaviour is
constantly changing
THE PROMISE OF THE MAGIC WAND
IN MOBILE
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• Average size of each project is ~400 hours
• HTML platform projects are significant smaller
• Technology hybrids increase
• 90% of all projects are client & server side
• Global companies (primarily B2C) with corporate
marketing departments tend to make a strategic
cross-platform choice for their global (corporate
controlled) marketing efforts ( reach)
• Larger media companies still seem undecided ...
• Increasing number of native apps being developed
for B2B use
• Certain sectors are pushing hard on mobile web
(e.g. travel)
• Tablets playing an increasing role (T-Commerce)
• Social, social, social ...
‘SHOP’ FLOOR - RETROSPECTIVE
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CASES
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CASE: LINKEDIN
• Reused HTML parts
from web app
• Used for web-based
content parts
• The same code for
mobile web, iOS and
Android
• Ability to change web-
based parts quickly
• Used Backbone and
Underscore libs
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CASE: DELL MOBILE
• Pure HTML5
• Working ... But …
• really slow
• ... And buggy
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HOMEWORK + PEOPLE + PROCESS
=
SUCCESSFUL IDEAS TO APPS(TORE)
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12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop
HOMEWORK: UNDERSTAND THE
BEHAVIORAL PATTERN OF YOUR SEGMENT
Hourly distribution
of searches by platform
Source: Google Internal data, Global, Oct 2011
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DUAL SCREENING
53% Dual screening with TV
and phone
22% of UK Smartphone
users use their phones
while using another internet
enabled device
Source: Google UK
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WHAT CAN BUSINESSES DO TO TAKE
ADVANTAGE OF THE GROWTH OF MOBILE?
Develop & Integrate Your Mobile Strategy Build Your Mobile Destination(s) Take advantage of the immediate nature of Mobile users (40% of mobile searches on Google has local intend*) Connect & Engage With Your Users
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*Source: Google UK
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PEOPLE: ATTRACT & DEVELOP
• Organizing Mobile Saturdays
• Hosting ‘Hackathons’
• Speakers Corner
• Mobile Practice Leader Groups
• Mobile Incubation
• Mobile vertical of our Project Office is 60+
Developers
• 150+ mobile dedicated team members
• ... The Mobile Community Is Still Growing ...
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PROCESS: PREPARE TO ADAPT TO
CONTINIOUS CHANGES
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TYPICAL PROJECT EVOLUTION,
ILLUSTRATED
Project Evolution
A.Requirements Captured
B.WireFrames
C.Project specification
D.Intermediary Versions
E.Final delivery
A.
B.
C.
D.
E.
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WE’VE DONE THIS FOR A COUPLE OF
COMPANIES/BRANDS
• 8 year+ mobile expertise
• Experience with all platforms
• Hundreds of projects
• Thousands of individual builds
delivered
Printemps LILLY A/S
CocaCola CNN
Energy Intelligence
HeatMapz
Yelp.com
Maggi
Carlsberg Øl
Tryg
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Q&A
Thank You!
I would be happy to
answer Questions?
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