Who is Somo?

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A full service connected devices solutions provider

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Innovation Lab

The mobile market

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Apple OS timeline Pattern of major and minor updates

iOS 2 July 2008

iOS 3 June 2009

iOS 4 July 2010

iOS 5 October

2011

iOS 6 September

2012

iOS 7 June 2013

iOS 8 September

2014

iOS 1 September

2007

iOS 9 September

2015

iOS vs Android UK penetration

Source:, comScore June 2015

53% 18.9 million people

Android

35% 12.6 million people

iOS

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UK ownership of iPhone handsets

iPhone 4 8%

iPhone 4S 16%

iPhone 5 5%

iPhone 5S 24%

iPhone 5C 15%

iPhone 6 16%

iPhone 6 Plus 3%

iPhone 6, 6 Plus - 19% iPhone 5, 5S, 5C - 54% iPhone 4, 4S - 24%

Younger

iPhone owners are younger than the average smartphone owner; they’re 1.4x more likely to be between the ages of 13-34.

Female

iPhone owners are slightly more likely to be female, with a 54:46 female to male split, compared to a 50:50 split for smartphone owners.

High earning

The household income for iPhone owners is 1.2x more likely to be above £35k (pre-tax).

£

Source: comScore MobiLens Plus, June 2015

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Demographics of UK iPhone owners

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Activities of UK iPhone owners When compared to the average smartphone user

1.6x more likely to use mobile payments in-store at least once a

week

2x as likely to use video call almost every day

1.6x as likely to check credit card accounts

almost every day

1.5x as likely to share photos almost every

day

1.5x more likely to engage in group

shopping or ‘deal a day’ services almost

every day

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iOS 8 uptake post launch

Source: Fiksu, Dec 14

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iOS vs Android

Source: Open Signal, Aug 15

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Android device fragmentation

Source: OpenSignal, Aug 15

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Proactive Assistant & Spotlight Search

Proactive assistant

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Spotlight Search

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Places nearby

In the news

Relevant people

Suggested apps

The death of search & apps?

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Disrupt commercial models

Nurture frequency & behaviour

Acquisition less of a focus

What’s your voice strategy?

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UX Implications

Multitasking?

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Research shows humans can’t actually multitask

iOS9 is about switching seamlessly

Apple working towards a totally frictionless experience with the hardware

Implications for the user experience

The new features

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Similar to older iOS app selectors

1/3 screen can be used for secondary apps

Available for iPad Mini 2, Mini 3, Air, Air2

Implications for the user experience

Uses mobile size UI views of apps

The new features

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iPad Air 2 and future iPad versions will have the ability to split the screen further

Control of each window size is in the users hands

Implications for the user experience

This will work well on larger screens

The new features

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Continuous video playback

Continue watching in thumbnail mode

Move the video to wherever suit the users workflow best

Implications for the user experience

Threatening the desktop

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A new member of the iPad family aimed at enterprise and education?

7-10” iPads dominate entertainment could 13” be right as a workhorse

App strategies can go further than ever before

Implications for the user experience

Undertaking tasks that were previously unsuitable for the small screen

Plugging the leaks

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Implications for the user experience

Could mean great things for engagement metrics

No more out-of-sight out-of-mind. Less distraction, easy to take action

Quick search or reply and return to the task in view.

Working on multiple tasks reduces friction

Constellations

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Implications for the user experience

Weaving apps together more seamlessly than before

Big players have already moved to account for this change

Expect to see constellations strategy increase from here on

Picture in Picture

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Implications for the user experience

General video engagement should increase

Opportunities in guidance, onboarding and educating

Educators and publishers should benefit greatly

No longer is a video an isolated experience

Usability

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Implications for the user experience

Apple discourage off-canvas interactions

Native device already uses all 4 sides of the UI off-canvas

Lots of apps moving away from hamburger back to tab bar navigation

We need to be mindful of duplicating native interactions in our apps

Optimising for iOS 9

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Implications for the user experience

All apps need to be optimized for performance in iOS 9

Memory and CPU now need to be shared

Don’t be the app creating bad UX by taking up too much processing power

Apps need to be lean to survive

Responsive UI

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Implications for the user experience

We don’t just share memory and CPU but screen real estate too

We need to respond to any screen size the user requires

Be prepared for this game changing update

Audit & Analyse

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Implications for the user experience

All companies need to look at how to respond to an update with this many opportunities and challenges

Don’t be the app that slows everyone down and affects their experience

Speed, performance, UX and UI

ASO & Ad Blocking

apps in the App Store Apps downloaded every hour

Apps on the average users device

Of smartphone users browse & search for

apps in the App Store

1.5 million 850 119 40%

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Standing out in an overcrowded space

ASO is the process of optimising your app within the various app stores to maximise app discovery and increase conversion to download

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What is App Store Optimisation?

ASO 1.0 to ASO 2.0

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Stay ahead of your competitors 3 key steps to ensure you’re top of the iOS 9 change

Get your app indexed Optimise to each platform Measure the uplift

Ad blocking: 101

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What does ad blocking actually mean

1.

Not all ads will be blocked. Native, pre-roll video and other

formats will still be shown. This will inspire creativity and contextual relevance for user experiences

2.

In iOS 9, ad blocking will only be applied to Safari browsing

3.

Publishers and developers begin to think about other

monetization strategies

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3 things to consider

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Giving consumers a choice Enhanced transparency and control over advertising on mobile devices

•  Focus on mobile apps and developers to utilise their ad formats

•  Explore native advertising

•  Target the right ads to right users

•  Consider international expansion and emerging markets

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Top tips to navigate the ad blocking waters

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Apple announcements

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