Mobile: more than just an app
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Topic for the next few slides
‘Name of referenced work’, Author/source/URL, date.
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Technology has changed
We behave differently
Creating better mobile products
Building mobile apps
›❯
›❯
›❯
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Technology has changed
We behave differently
Creating better mobile products
Building mobile apps
›❯
›❯
›❯
›❯
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http://www.flickr.com/photos/avlxyz/308574017
US market and mobile trends are similar to Australia
We’re using local research wherever possible
First, a note about stats.
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http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
REFRIGERATOR
100%
80%
90%
60%
40%
20%
0
1900 1915 1930 1945 1960 1975 1990 2005
AIR-CONDITIONING
AUTOMOBILE
TELEPHONE
COLOR TV
INTERNET
ELECTRICITY
COMPUTER
MOBILE PHONE
Technology, people and time
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http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
REFRIGERATOR
100%
80%
90%
60%
40%
20%
0
1900 1915 1930 1945 1960 1975 1990 2005
80 YEARS
50 YEARS
70 YEARS
AIR-CONDITIONING
AUTOMOBILE
TELEPHONE
COLOR TV
INTERNET
ELECTRICITY
MOBILE PHONE
COMPUTER
Technology, people and time
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http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
REFRIGERATOR
100%
80%
90%
60%
40%
20%
0
1900 1915 1930 1945 1960 1975 1990 2005
30 YEARS
20 YEARS
AIR-CONDITIONING
AUTOMOBILE
TELEPHONE
COLOR TV
INTERNET
ELECTRICITY
80 YEARS
50 YEARS
70 YEARS
COMPUTER
MOBILE PHONE
Technology, people and time
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Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx
0
20
40
60
80
‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11
Internet adoption over time (percentage American adults)
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The Australian Online Consumer Landscape Report, Nielsen 2012.
0
20
40
60
80
‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11
Internet adoption over time (percentage American adults)
82% of Australian adults online in 2012
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Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx
0
15
30
45
60
75
90
Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12
Desktop PCLaptopMobile PhoneTablet
Adult gadget ownership over time
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Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dqAustralian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli The Australian Online Consumer Landscape Report, Nielsen 2012.
110% mobile device penetration
In Australia...
18% tablet ownership
52% of those are smartphones
0
15
30
45
60
75
90
Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12
Desktop PCLaptopMobile PhoneTablet
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Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
Telecom ‘Walkabout’Motorola
Brick
Nokia 5110
Palm Treo
MotorolaRAZR
HTC Dream (1st Android)
iPhone 3
iPad 1
AMPSAnalogue
GSM2G/WAP/WML/i-mode
3G UMTS NextG
1st mobileweb browsers
SMS is born
1st WebKit browser
Predictive Text
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http://www.flickr.com/photos/jakecaptive/3205277810
So What?
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Technology has changed
We behave differently
Creating better mobile products
Building mobile apps
›❯
›❯
›❯
›❯
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mitpress.mit.edu/books/norvh/chapter1.html
Don Norman, 1998
“...we tend to place the
emphasis on
the technologies
themselves, when it is
really the social impact
and cultural change that
will be most dramatic.”
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What is the most radical, innovative mobile device
released in the last few years?
Vodafone 150
$10 - $15
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http://na.unep.net/globalpop/africa/Appendix_6e.html
Population Density
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http://apod.nasa.gov/apod/ap081005.html
Access to electricity
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http://apod.nasa.gov/apod/ap081005.html
GSM Network Coverage
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What does it mean forinformation sharing?
RapidFTR
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Yesterday, We went go to the computer to use internet
We behave differently
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Today, We access the internet any place, any time.
We behave differently
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Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli
0
20
40
60
80
100
Vo
ice
SMS
Ente
rtai
nm
ent
Vis
it w
eb
Sear
ch
Ban
kin
g
200920102011
Use of the mobile phone for different purposes
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Pew Research, 2012. http://pewinternet.org/Reports/2012/Just-in-time/
‘Just in time’ information
86% of smartphone owners access information just-in-time...
41% coordinate a meet-up
35% solve an unexpected problem
20% get a up-to-the-minute transport info
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Australian Mobile Phone Lifestyle Index, 2011. http://www.aimia.com.au/ampli
‘Just in time’ information
In Australia...
39% restaurant or cafe info
34% use mobile search daily
55% accessed maps/location/traffic
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http://www.flickr.com/photos/martinhoward/2709364519
What does it mean for payments?
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What does it mean for payments?
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http://www.flickr.com/photos/deerkoski/7178643521
What does it mean for payments?
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http://collections.europarchive.org/tna/20081202180014/
20-25% of GDP paid via SMS
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50% of smartphone owners use their device in-store to help make purchasing decisions
What does it mean for retail?
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Technology has changed
We behave differently
Creating better mobile products
Building mobile apps
›❯
›❯
›❯
›❯
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2010 Native iOS and Android apps
2007 A dedicated mobile website
2012 Integrated mobile experience
What does success look like?
2014 ???
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http://g.co/projectglass
Opportunistic interactions
Integrated with life
Everything is ‘smart’ and all things are connected
Post-mobile world
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Remember the first 10 years of radio?
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http://en.wikipedia.org/wiki/Television
Remember the first 10 years of television?
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http://www.icehousedesigns.com/webarchive/images/flshbk_COLLAGE2.gif
Remember the first 10 years of the web?
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‘Content or feature discrimination’
‘Graceful Degradation’
Big assumptions about customer needs
We’ve been saying ‘do less’
(on mobile) for a long time
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‘full version’ mobile version
ContentContentContent
Product info ★ ★Exchange rates ★Interest rates ★Product disclosure statements ★Forms & documents ★
FeaturesFeaturesFeatures
check account balance ★ ★transfer funds ★ ★pay a bill with BPAY ★ ★schedule a future transfer ★Change daily limits ★Update mailing address ★
An example from banking
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Morgan Stanley Associates Internet Trends (2010)
2007 2008 2009 2010 2011 2012 2013 2014 2015
Mobile Internet Users Desktop Internet Users
Mobile Majority is very close
Customers want to do more on mobile
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A good start...
‘Progressive Enhancement’
Mobile first, content first
Feature parity
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‘full version’ mobile version
ContentContentContent
Your bags ★ ★People ★ ★Notifications ★ ★Blog ★ ★Help ★ ★
FeaturesFeaturesFeatures
Create a new bag ★ ★Edit existing bag ★ ★Explore ★ ★Search Bagcheck ★ ★Create new discussion ★ ★Comment ★ ★
An example
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Adaptation (usually) only dealswith the interface not the content
What if that version of the unicornisn’t helpful for me right now?
http://commons.wikimedia.org/wiki/File:Jednoro%C5%BCec.svg
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http://www.flickr.com/photos/tomazstolfa/4845875443/
Portability and consistency
Adapt content as well as features
Create Once, Publish Everywhere
Responsive content
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An example browse, discover
and decide
Ingredients list
Step-by-step cooking instructions
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Make it easy for them
Customers choose when and how they interact with your brand
Seamless experiences
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Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
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http://www.flickr.com/photos/thewolf/5812767917
AirBNB: getting it wrong.
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‘Name of referenced work’, Author/source/URL, date.
REA: Getting it right.
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‘Name of referenced work’, Author/source/URL, date.
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‘Name of referenced work’, Author/source/URL, date.
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Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
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An ecosystem of screens and physical interfaces
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Consumers expect acontinuous experience
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‘Name of referenced work’, Author/source/URL, date.
Some expensive and proprietary system
MainframeDatabase
Message Hub
RetailCall Centre
Legacy Thing
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Technology has changed
We behave differently
Creating better mobile products
Building mobile apps
›❯
›❯
›❯
›❯
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Different mobile platforms
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Native or Web?
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Objective C and Java
In the app store
Lowest barrier to a great experience
Native or Web?
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HTML, CSS, Javascript
Distribute through the browser
Some reuse across platforms
Native or Web?
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or
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using PhoneGap
The Guardian
NATIVE HYBRID WEB
Democracy Now!
BBC OlympicsFacebookLinkedIn
Instagram Jump-in
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http://www.flickr.com/photos/raeallen/200891658
How should you build your app?
Platform CoverageUser Experience
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Platform Coverage
User Experience
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Platform Coverage
User Experience
Laser
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Platform Coverage
User Experience
Cover your bases
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and
Don’t lock yourself into doing everything natively or
everything using the web
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Shared presentation using HTML/CSS
Shared logic using Javascript
Sharing between platforms
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Objective C Objective C
HTML / CSS Javascript
User Interface Client Logic
iPhone
Mobile Web
What would we do differently?
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Objective C Objective C
HTML / CSS Javascript
User Interface Client Logic
Cal
atra
va
A bridge between native and web
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http://en.wikipedia.org/wiki/Puente_del_Alamillo
More an approach than a framework
Technology choice per feature
Will soon be open source
Calatrava
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But the app is just the tip of the iceberg
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App Backend
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App BackendAPI
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APIApp Backend
How do we build simpler apps and smarter backends?
Product-aligned teams
RESTful web services
Serving data and style
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Technology has changed
We behave differently
Creating better mobile products
Building mobile apps
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Focus on customer behaviour before technology
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Do more, not lessfor mobile
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Break large systems into smaller, faster moving components so you can better respond to change
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Whatever you do, use short iterations,
measure and learn quickly.
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A. Person, 2011
“Nulla facilisi. Phasellus mollis nibh eget
tortor cursus congue. Vivamus velit tortor,
sodales sed feugiat in, gravida eu turpis.
Pellentesque quis neque at libero malesuada
tincidunt a in risus. Maecenas.”
‘Name of referenced work’, Author/source/URL, date.
Thank youJonny [email protected]
@jonnyschneider
0418 690 519
Stewart [email protected]
@stewgleadow
0421 634 361
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‘Name of referenced work’, Author/source/URL, date.
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