Mobile First and App Trends 2012
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Transcript of Mobile First and App Trends 2012
Mobile Trends 2012!Magnus Jern, 2012-09-25
Agenda
! About Golden Gekko
! Trends & Insights ! Mobile First ! Responsive Design ! Mobile Web vs Native apps and HTML5 ! mCommerce
What we want to cover
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Overview
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Overview and one Case Study
About Golden Gekko
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A team of 140+ people that love and breathe mobile apps/sites. 20+ nationalities across 5 countries.
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More than 150 brands and agencies have put their trust in us.
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O2 Priority Moments Priority Moments is a clever new mobile service just for O2 customers.
Portfolio
! It brings you great nearby offers and experiences exclusive to O2, with a handful picked from the best already in the market - from some of the UK’s most well-loved brands.
! Launched in July 2011.
! Native iOS and Android Apps + Mobile Web and backend for offer management
! Over 1m active users Jan 2012
O2 Priority Moments!Commercial
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Portfolio
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Background
Trends and Insights
Start with thinking
Mobile-First Reason No. 1 – It’s a fact, mobile is taking over.
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During 2011−2016 Cisco anticipates that global mobile data traffic will outgrow global fixed data traffic by three times.
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5 billion+ People who own a mobile phone in the world.
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Overview
In some countries it is already happening
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Mobile-First Reason No. 2 - Things are changing.
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2010 Google adopted mobile first
2011 Luke Wroblewski publishes “Mobile First”
2011 Facebook, eBay, Amazon, Twitter announced mobile as the first priority
2012 Consumer brands such as American Express, Procter & Gamble, Coca Cola adopt Mobile First strategies and some even mobile only such as Path and Instagram
Mobile-First Reason No. 3 – Mobile is different by nature.
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Yesterday “Go to the computer”
Today “Open a browser (or app)”
LOCATION is irrelevant
TIME is on my side
U.E. “most content win!”
LOCATION is everything
TIME flies
U.E. “Less is more”
Mob
ile-F
irst
Reason No. 4 – The Cross Platform Challenge
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Key insights
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Time spent on mobile has already surpassed print
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Apps vs Mobile Web?!You need both!
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% Traffic App Mobile Web
Airlines 61% 39%
Cruise Lines 0% 100%
Ground Transporta9on
14% 86%
Hotel 31% 69%
Maps/Naviga9on 98% 2%
Mul9-‐category travel
79% 21%
Travel Des9na9ons / Theme Parks
54% 46%
% Preferred App Mobile Web
Maps/direc9ons 52% 48%
Research Travel 25% 75%
Check travel reviews
23% 77%
Check travel i9nerary
32% 68%
Nielsen, June 2012
Adobe, October 2010
App usage dominates for top online companies
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! Mobile web has more users but time spent on the apps vastly outperforms mobile web
! Even brands such as Google with mobile web focus get much more engagement from apps
! The only exceptions are Wikipedia and Microsoft because they don’t have apps for most services
Facebook about HTML5
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Mark Zuckerberg:
“We had to start over and rewrite everything to be na9ve. We burned two years.”
“The biggest mistake we made as a company was beTng too much on HTML5, because it’s just not there yet. ”
“Two years ago, we decided to bet completely on HTML5. We believed that because it used the same technology as the desktop, we thought it could improve. But it wasn’t good enough. We realized the only way we could get there was to go na9ve.”
“We want to build a system that is deeply as possible integrated into every device. We have three mobile plaZorms: mobile Web, Apple‘s iOS, Android.”
…but Mobile Web s9ll makes up 55% of the traffic to Facebook
So what does this mean for HTML5?
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! HTML5 is a great technology evolution for mobile web
! Hybrid apps (HTML5 code wrapped as native apps like current Facebook for Android) can be developed using HTML5 with a lower cost than native if you are willing to compromise on speed and User Experience
! If you are not willing to compromise then native is the only alternative for now if you want to deliver a great app experience
! HTML5 will continue to improve rapidly but so will native apps so therefore they will continue to evolve side by side for at least another 3-5 years
mCommerce
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mCommerce is much more than eCommerce on Mobile
mCommerce Trends & Barriers
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! With current growth rate mobile commerce will still represent a small share of total web traffic by 2016
! 5 out of 6 barriers to mobile commerce are user experience related