The mobile ecosystem and development strategies

Gran Sasso Science Institute

Ivano Malavolta

The mobile ecosystem

Mobile as the 7th mass medium

Designing for context

Mobile development strategies

Types of mobile applications

Tips for the project

Roadmap

GPRS 4G

The Mobile Ecosystem

Operators

Networks

Devices

Platforms

Operating systems

Application frameworks

Applications

Services

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

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 PHONE

handsets or terminals in industry

but also other devices such as tablets, ebook readers…

Operators

Networks

Devices

Operators

Networks

Devices

Feature Phone

Smartphone

(and touch phones)

image source: http://techcrunch.com/2011/11/28/its-still-a-feature-phone-world-global-smartphone-penetration-at-27/

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

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

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

Operators

Networks

Devices

Platforms

Operating Systems

data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond

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

Applications

Operators

Networks

Devices

Apps live between the device and the user

Platforms

Operating Systems

Applications APP

They must fit with their usage context They must know the specific device attributes and capabilities à FRAGMENTATION PROBLEM

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

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

Applications

Services

Operators

Networks

Devices

All of these layers must be passed through before you get to the content

Platforms

Operating Systems

Applications

Services Nowadays, the mobile ecosystem is:

complicated, fragmented, and a political nightmare

RUN AWAY!!!

however…

How big is the Mobile Market?

Mobile market

in 2009

Mobile market

in 2009

Mobile market

in 2009

Mobile market

Roadmap

Mobile is the 7th mass media

1. Printing press

2. Recordings

3. Cinema

4. Radio

5. Television

6.  Internet

Mobile is the ,

most available

mass medium

LARGEST

TO MANKIND

7.  Mobile

it started at the same time as the

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

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”

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

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

Physical context

where I am

http://bit.ly/wXGpNA http://bit.ly/yoBk7d

Physical context

in which environment I am

•  at home

•  on a bus

•  in the streets

•  in my office

•  in a shop

car VS

http://www.textndrive.com http://www.whatsapp.com

Media context

the device I am using

•  Connectivity

•  Screen size

•  Camera

•  etc …

http://www.facebook.com

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

user Developer (you)

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

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

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

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

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

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

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

media players

entertainment

TIP: you can use it as alternative to other app contexts http://www.rockstargames.com/grandtheftauto3

Immersive

Summary

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

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

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.

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

ivano.malavolta@univaq.it

www.ivanomalavolta.com

The mobile ecosystem and development strategies

7th mass medium

7th mass media

mobile development

fragmentation

operating

unique benefits

device makers

application

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