some considerations…

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Apps available by platform

Platform Total Percentage

iOS 617,871 55.12%

Android 342,907 30.59%

BlackBerry 117,685 10.49%

Windows Phone 42,685 3.80%

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Source: Mobilewalla (Mar 2012)

Worldwide smartphone market 2011

Operating System Shipments(million)

Market share Annual growth

Android 237.7 48.8% 244.0%

iOS 93.1 19.1% 96.0%

Symbian 80.1 16.4% -29.1%

BlackBerry 51.4 10.5% 5.0%

Bada 13.2 2.7% 183.1%

Windows Phone 6.8 1.4% -43.3%

Others 5.4 1.1% 14.4%

Total 487.7 100% 62.7%

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Source: Canalys (Feb 2011)

Three Simple Rules

• Rule #1– it's not an either-or proposition

• Rule #2– mobile websites promote usability– native apps promote relationships

• Rule #3– If you build it, they will not come

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Source: Econsultancy (Oct 2011)

It's about usage - not units

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Source: Forbes (Sep 2011)

When Does an App Make Sense?

• Interactivity / Gaming

• Regular usage / personalization

• Complex calculations or reporting

• Native functionality or processing required

• No connection required

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Source: Human Service Solutions (2011)

Advantages of a Mobile Website

• Immediacy – instantly available• Compatibility – compatible across devices• Upgradability – can be updated instantly• Findability – can be found easily• Shareability – can be shared easily• LifeCycle – can’t be deleted• Time and Cost - easier and less expensive to develop• Support and Sustainability - easier and less expensive to

maintain

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Source: Human Service Solutions (2011)

Return on Investment

Cost Reach Value

Mobile Website $30,000 36.40% 2839

Apps (iOS, Android, BB) $90,000 6.75% 599

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Source: Mashable Business (Feb 2011)

Value = number of people reached per dollar spent

In other words, you can reach nearly five times as many people per dollar invested with a mobile website rather than a native mobile app.

Enterprise Systems

• Access to information stored in RDBM

• Limited integration with social networks

• No real requirement for device specific features

• HTML5 can deliver what we need

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Solution = responsive web design

Responsive Web Design

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Source: Squiz (2011)

Advantages

• Build it once

• Maintain it once

• Availability across multiple platforms

• Fully ANU controlled

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Fragmentation

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This is a very unstable market.

Everything can change within months.Source: Forbes (Sep 2011)

• Who wants to study yet another SDK, learn another language, and go through yet another app submission process?

• Who will continue to keep the code up to date for all these platforms as each one splinters into new incarnations, releases new hardware and OS updates.

• Fragmentation is a costly long-term investment and people are beginning to realize that native apps are not a sustainable long-term solution.

Source: Smashing Magazine (Jan 2011)

Examples

http://es-dev.anu.edu.au/doi-wpg/

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