The mobile ecosystem and development strategies
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Transcript of The mobile ecosystem and development strategies
Gran Sasso Science Institute
Ivano Malavolta
The mobile ecosystem
The mobile ecosystem
Mobile as the 7th mass medium
Designing for context
Mobile development strategies
Types of mobile applications
Tips for the project
Roadmap
HSPDA
Edge
GPRS 4G
WIFI
The Mobile Ecosystem
Operators
Networks
Devices
Platforms
Operating systems
Application frameworks
Applications
Services
The Mobile Ecosystem
Operators make the entire mobile ecosystem work
ROLE: to create and maintain wireless services over a reliable cellular network
Operators
They install cellular towers
• Voice • Messages • Internet access
The Mobile Ecosystem
Mobile networks communicate through electromagnetic radio waves with a cell site base station, the antennas of which are usually mounted on a tower, pole or building
Operators
Networks image from: http://en.kioskea.net/contents/telephonie-mobile/gsm.php3
The Mobile Ecosystem
The PHONE
handsets or terminals in industry
but also other devices such as tablets, ebook readers…
Operators
Networks
Devices
The Mobile Ecosystem
Operators
Networks
Devices
Feature Phone
VS
Smartphone
(and touch phones)
image source: http://techcrunch.com/2011/11/28/its-still-a-feature-phone-world-global-smartphone-penetration-at-27/
The Mobile Ecosystem
Operators
Networks
Devices
Platforms provide access to the devices, they provide a core programming language in which ALL the software is written
Open Source: free to use and modify
• Android, Firefox OS
Proprietary: by device makers
• iPhone, BlackBerry, Palm
Licensed: sold to device makers
• JavaME, BREW, Windows Mobile
Platforms
The Mobile Ecosystem
Operators
Networks
Devices
OS have core services or toolkits that enable apps to talk to each other and share data or services
For example:
OSs are common in smartphones,
but rare in feature phones Platforms
Operating Systems
The Mobile Ecosystem
Operators
Networks
Devices
They run on top of the OS, sharing core services such as:
• Communications
• Messaging
• Graphics
• Location
• Security
• Authentication
• …
Platforms
Operating Systems
Application Frameworks
The Mobile Ecosystem
Operators
Networks
Devices
Platforms
Operating Systems
Application Frameworks
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
The Mobile Ecosystem
Operators
Networks
Devices
Definition: in the realm of technology, this usually refers to a computer program that runs on a website (Google Apps), a small computing device (iPad App) or a cell phone (Android App).
Example applications include
• Games
• Web Browser
• Camera
Platforms
Operating Systems
Application Frameworks
Applications
The Mobile Ecosystem
Operators
Networks
Devices
Apps live between the device and the user
Platforms
Operating Systems
Application Frameworks
Applications APP
They must fit with their usage context They must know the specific device attributes and capabilities à FRAGMENTATION PROBLEM
The Mobile Ecosystem
It is the inability to develop an app against a reference operating context (OC) and achieve the intended behavior in all OCs suitable for the application.
OC = the external environment influencing its operation
Operators
Networks
Devices
Platforms
Operating Systems
Application Frameworks
Applications
The Fragmentation problem
for further info: http://www.comp.nus.edu.sg/~damithch/files/SEKE2008.pdf
Where is
Apache
Cordova?
The Fragmentation problem
Operators
Networks
Devices
Services are “everything the user is trying to do”
They are often available at different levels
• Application
• Application Framework
• OS
Example services may include
• the Internet
• sending a text message
• being able to get a location
Platforms
Operating Systems
Application Frameworks
Applications
Services
The Mobile Ecosystem
Operators
Networks
Devices
All of these layers must be passed through before you get to the content
Platforms
Operating Systems
Application Frameworks
Applications
Services Nowadays, the mobile ecosystem is:
complicated, fragmented, and a political nightmare
RUN AWAY!!!
however…
The Mobile Ecosystem
How big is the Mobile Market?
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
Mobile market
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
in 2009
Mobile market
in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
Mobile market
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
in 2009
Mobile market
The mobile ecosystem
Mobile as the 7th mass medium
Designing for context
Mobile development strategies
Types of mobile applications
Tips for the project
Roadmap
Mobile is the 7th mass media
1. Printing press
2. Recordings
3. Cinema
4. Radio
5. Television
6. Internet
Mobile is the 7th mass media
Mobile is the ,
most available
mass medium
LARGEST
TO MANKIND
Mobile is the 7th mass media
7. Mobile
it started at the same time as the
Web
it can do EVERYTHING all the other media can do
UNIQUE TRAIT
• Reading (and publishing)
• Play recordings
• Watch movies
• Listen to radio
• Watch TV (and streaming)
• Surf the Internet
Unique benefits of Mobile
Apart from covering all the other media, mobile has five unique benefits
First truly personal mass media
First always-on mass media
First always-carried mass media
Built-in payment channel
At the point of creative impulse
We don’t share our phones with our friends
Information is always available 24/7, even when idle
7 out of 10 people sleep with their phones within reach
Universal click-to-buy + credit cards
Ability to create or consume content whenever the mood strikes
Context
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
Mobile apps have the amazing capability to add
CONTEXT
to information, adding immediate relevance to what we are doing right here, right now
Context
with a big “C”
VS
context with a little “c”
Two kinds of context
The app works in a specific context depending on the current location of the user
The app gives Context by providing additional info
http://bit.ly/wXGpNA
Context VS context by example
who is here?
where I am
Context
context
VS
Context answers users’ questions
context is a fact VS
https://foursquare.com
Context VS context by example
How users will derive value from something they are currently doing
For example:
• info on restaurants
• rate places
• GPS navigator
http://www.oink.com
Context with a big “C”
The information provided by the app gives Context
A better understanding of what this moment in time means to the user
Recurrent targets:
people, places, things, situations, ideas
Context with a big “C”
The mode, medium and environment in which we perform our tasks
There are 3 different types of context:
1. Physical context
2. Media context
3. Modal context
context with a little “c”
Physical context
where I am
http://bit.ly/wXGpNA http://bit.ly/yoBk7d
context with a little “c”
Physical context
in which environment I am
• at home
• on a bus
• in the streets
• in my office
• in a shop
car VS
train
http://www.textndrive.com http://www.whatsapp.com
context with a little “c”
Media context
the device I am using
• Connectivity
• Screen size
• Camera
• etc …
http://www.facebook.com
context with a little “c”
Modal context
my present state of mind
what I am doing right now
How I feel right now
http://www.runens.com http://photostatsapp.com/ http://babypad.mezmedia.com
context with a little “c”
user Developer (you)
I only care about…
I only care about…
Context context
…again on “big C” VS “little c”
If you can unlock the state of mind of your users and start thinking in their context, understanding how a mobile experience will add value to their lives, you will have the ever-elusive…
KILLER APP
The Mobile golden rule
Think of your app in its context
• Who is your user? Business man, teenager, mum…
• What is happening? Are they hanging out with friends?
• When will he interact? @home? @work? waiting for the bus?
• Where is he? Public/private space, inside/outside, day/night
• Why will he use your app? How do you give Context?
• How is he using his mobile device? Is the device held in the hand? Portrait or landscape?
How can you apply the golden rule?
http://www.soundhound.com
Examples
http://www.endomondo.com
Examples 2
http://www.instagr.am
Examples 3
http://www.rockstargames.com/grandtheftauto3
Examples 4
The mobile ecosystem
Mobile as the 7th mass medium
Designing for context
Mobile development strategies
Types of mobile applications
Tips for the project
Roadmap
Developing a mobile strategy
Mobile strategy = How much it will cost you to develop your app?
How much time?
How much effort?
How much money?
Bursting the first myth
Mobile design and development IS NOT CHEAP
http://www.slideshare.net/fling/native-v-hybrid-v-web
Bursting the first myth
Mobile design and development IS NOT CHEAP
http://www.slideshare.net/fling/native-v-hybrid-v-web
The new rules for a mobile strategy
Remember, mobile is a new medium
à
Don’t try to follow “traditional rules” since mobile has its own peculiarities:
• context
• location, user mood
• device fragmentation
• unique UI patterns
DIFFERENT RULES
Rule #1
Mobile is an ever-evolving area
à today you are already outdated
• Forget what you think you know about mobile
- It is most likely incorrect
• Don’t try to emulate other projects
- Focus on what is right for your user, not what is right for someone else’s user
Forget what you think you know
Rule #2
• Don’t trust any report, fact, or figure that 1-2 years old
- It is most likely wrong
• Go to your users and ask them questions in person
- Don’t try to simply validate your ideas
• Record everything
- Your own users’ worlds will help you in focussing on their need
• Don’t forget to innovate
- Try new things, be bold, and don’t be afraid to fail
Believe what you see, not what you read
Rule #3
• Avoid talking about constraints at an early-stage brainstorming session
- Refer back to Rule #1 and forget what you think you know
• There will always be constraints in mobile, accept it!
• Focus on strategy first, what the user needs, and lay down the features
- Then, if the constraints become an issue, fall back to the user goals
• There is always an alternative
Constraints never come first
Rule #4
• Defining the users’ context is the first thing to do
- without it, you don’t have a mobile strategy, you have only a plan of action
• Uncover the users’ goals
- and then try and understand how the users’ context alters their goals
• With goals understood, figure out the tasks the users want to perform
• Look for ways to filter content by context
- for example: location, media, and model
Focus on context, goals and needs
Rule #5
• Don’t try to support everything
- Start with the devices that best represent your core customer
• The most popular might not always be the best device for your project
• Check your server logs for the devices accessing your site
- These are the first devices to target
You can’t support everything
Rule #6
Great mobile products are created, never ported
• Understand your user and his context
- Having an idea of how and when users will access your content will aid in understanding how to best create a tailored mobile experience
• Mobile is a unique medium
Don’t convert, create
Rule #7
People want to use mobile devices in a simple way
• Simplicity à fewer technical problems
• Easier to iterate and evolve your app
• Don’t try to create a desktop software on a mobile
- Adding feature after feature is an easy trap to fall in
• Build the experience around your users’ main need and nothing else
Keep it simple
The mobile ecosystem
Mobile as the 7th mass medium
Designing for context
Mobile development strategies
Types of mobile applications
Tips for the project
Roadmap
Applications can be presented in different ways
es. taks-based utility, immersive experience, etc…
• Typically, it is best to choose one app context and present it to the user
à don’t mix app contexts!
TIP: if you really need to switch context within your app, let the user choose when to switch
Types of mobile apps
Mobile apps can provide different experiences to the user
Utility
Locale
Informative
Productivity
Immersive
Types of mobile apps
• short, task-based scenarios
• minimal information from the user
• minimal design
ex.
calculator
alarm clock
weather forecast
Utility
• it provides info about “what’s around”
• recurrent feature: a map on which data is displayed
• goal of the user: to find additional
info about his present location
ex.
find friends around
find pubs around
get route directions
https://foursquare.com
Locale
• Goal: to provide information to the user
• Task of the user: to read and understand
• not necessarily to interact
• remember that user tasks are
short and can be interrupted
ex.
news
online directory
mobile commerce https://www.pinterest.com
Informative
• Meant to increase user’s sense of efficiency
• Users have a clear goal in mind
• Very structured (with folders)
– it gives a sense of order
• Clear workflow
ex. mail, scanning, todo lists…
TIP: focus on the main task only, and
only after start adding other features http://www.thegrizzlylabs.com/genius-scan
Productivity
• immersive, full-screen app
• meant to consume the user’s focus
ex.
games
media players
entertainment
TIP: you can use it as alternative to other app contexts http://www.rockstargames.com/grandtheftauto3
Immersive
Summary
The mobile ecosystem
Mobile as the 7th mass medium
Designing for context
Mobile development strategies
Types of mobile applications
Tips for the project
Roadmap
There is no “perfect app”, you have to find the sweet spot
User Goals
your APP
development or configuration,
maintainability, and reliability
costs, revenue, market share, and
time to market
usability
Tips for the project
1. Find a REAL NEED first
2. Find your GOAL to fill the need
3. Reverse Engineer the goal into a potential app
4. Remember the unique benefits of Mobile
5. CONTEXT CONTEXT CONTEXT
• Location, camera, always-carried, accelerometer
• WHO is your typical user???? Define usage scenarios
Tips for the project
This is my checkbox when I review an app:
ü Does it have a clear goal?
ü Is it filling a real need?
ü Does it consider the context in which I’m using it?
ü Is it integrated with other services?
Look at http://www.programmableweb.com
and discover a new world out there!! J
ü Is it a pleasure to use it?
I look at UI design, interface slickness, ecc.
Tips for the project
Chapters 1-2-3-4-5-6
http://goo.gl/MY4keU
References
+ 39 380 70 21 600 Contact
Ivano Malavolta | Gran Sasso Science Institute
iivanoo
www.ivanomalavolta.com