the mobile ecosystem
DESCRIPTION
Mobile Applications Development - Lecture 1 Brief History of Mobile The Mobile Ecosystem Mobile as the 7th mass medium This presentation has been developed in the context of the Mobile Applications Development course at the Computer Science Department of the University of L'Aquila (Italy). http://www.di.univaq.it/malavoltaTRANSCRIPT
The Mobile Ecosystem
Ivano MalavoltaIvano Malavolta
http://www.di.univaq.it/malavolta
Roadmap
• Brief History of Mobile• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media
Brief history of Mobile
• Many generation of mobiles
• G is often referred to the networking aspect– es. 2G, 3G, 4G
WeWeWeWe willwillwillwill notnotnotnot. WeWeWeWe willwillwillwill notnotnotnot. We will focus on the DEVICE
Brief history of Mobile
• Motivation:
At some point a device comes and At some point a device comes and
changes everything
The beginning…
The Brick Era
* Picture lovely taken from http://www.slideshare.net/fling
The Brick Era
• It was Portable!
calls
• It was Portable!
• More expensive than payphones
• Enormous battery
• Stakeholders:– Stockbrokers, salespeople, …– Stockbrokers, salespeople, …
• After a while, more cellular radio towersand… it got (a little bit) smaller
The Candy bar Era
* Picture lovely taken from http://www.slideshare.net/fling
The Candy Bar Era
• 2G network : GSM, CDMA, TDMA, iDEN
calls SMS
• 2G network : GSM, CDMA, TDMA, iDEN
• More cellular towers
� less power needed
� much smaller
• Better voice quality• Better voice quality
• Added SMS
• Everyone wanted to have a mobile phone– economic prosperity in EU, USA, and JP
The Feature Phone Era
* Picture lovely taken from http://www.slideshare.net/fling
The Feature Phone Era
• 2.5G network: GPRS
calls SMS & MMS music & photos
• 2.5G network: GPRS
• Camera
• MMS
• Data-capable devices
• Interneton mobile (very poor)• Interneton mobile (very poor)– high prices
– poor marketing
– inconsistent rendering
The Smartphone Era
* Picture lovely taken from http://www.slideshare.net/fling
The Smartphone Era
• 3G, HSDPA, WI-FI
calls SMS & MMS music & photos
• 3G, HSDPA, WI-FI
• Like a feature phone, but simulating a PC
• Its own OS (es. Symbian)
• Larger screens, stylus
• The Mobile Platform becomes key• The Mobile Platform becomes key
• (push) email as primary driver
The Touch Era
* Picture lovely taken from http://www.slideshare.net/fling
The Touch Era
• 3G, 4G
calls SMS & MMS music & photos APPS
NOT a phone• 3G, 4G
• Accelerometers
• GPS/Location-based
• User-centered design– true impact on his eveyday life
NOT a phone-
NOT a computer
– true impact on his eveyday life
• Rich interfaces
• A personal media platform
• Mobile web - everyday
Roadmap
• Brief History of Mobile• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media
The Mobile Ecosystem
The Mobile Ecosystem
HSPDAGPRS4G
Edge
GPRS4G
WIFI
The Mobile Ecosystem
Applications
Services
Devices
Platforms
Operating systems
Application frameworks
Applications
Operators
Networks
Devices
The Mobile Ecosystem
• Operators make the entire mobile ecosystem work
• ROLEROLEROLEROLE: to create and maintain wireless services overa reliable cellular network
They installcellular towers
• Voice• Messages• Internet access
Operators
cellular towers • Internet access
The Mobile Ecosystem
Operatorsdata source: http://bit.ly/Ajzc0o
The Mobile Ecosystem
Mobile networks communicate through electromagnetic radio waves with a cell site base station, the antennas radio waves with a cell site base station, the antennas of which are usually mounted on a tower, pole or building.
Operators
Networksimage from: http://en.kioskea.net/contents/telephonie-mobile/gsm.php3
The Mobile Ecosystem
Operators
Networks
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
The Mobile Ecosystem
The PHONE– handsets or terminals in industry– handsets or terminals in industry
• But also other devices such as tablets, ebook readers…
Operators
Networks
Devices
The Mobile Ecosystem
Feature Phone
VSVS
Smartphone
(and touch phones)
Operators
Networks
Devices
image source: http://techcrunch.com/2011/11/28/its-still-a-feature-phone-world-global-smartphone-penetration-at-27/
The Mobile Ecosystem
Platforms provide access to the devices
They provide a core programming language in which ALL They provide a core programming language in which ALL the software is written
Three main categories:
• Open SourceOpen SourceOpen SourceOpen Source: free to use and modify– Android
Operators
Networks
Devices
– Android
• ProprietaryProprietaryProprietaryProprietary: by device makers– iPhone, BlackBerry, Palm
• LicensedLicensedLicensedLicensed: sold to device makers– JavaME, BREW, Windows Mobile
Platforms
The Mobile Ecosystem
OS have core services or toolkits that enable apps to talk to each other and share data or servicesto each other and share data or services
For example:
OSs are common in Smart Phones, Operating Systems
Operators
Networks
Devices
but rare in Feature phones. Platforms
Operating Systems
The Mobile Ecosystem
Smartphones byOperative Systems
Operating Systems
Operators
Networks
Devices
Platforms
Operating Systems
The Mobile Ecosystem
They run on top of the OS, sharing core services such as:
• Communications• Communications
• Messaging
• Graphics
• Location
• Security Operating Systems
Application Frameworks
Operators
Networks
Devices
• Security
• Authentication
• …
Platforms
Operating Systems
The Mobile Ecosystem
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
The Mobile Ecosystem
Definition:Definition:Definition:Definition: In the realm of technology, this usually refers to a computer program that runs on a website 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 may
include Games, Web Browser,Operating Systems
Application Frameworks
Applications
Operators
Networks
Devices
include Games, Web Browser,
Camera or Media Player.Platforms
Operating Systems
The Mobile Ecosystem
Apps live between the device and the user
Operating Systems
Application Frameworks
ApplicationsAPP
Operators
Networks
Devices
Platforms
Operating Systems
They must fit with their usage context
They must know the specific deviceattributes and capabilities���� FRAGMENTATION PROBLEMFRAGMENTATION PROBLEMFRAGMENTATION PROBLEMFRAGMENTATION PROBLEM
The Fragmentation problem
It is the inability to develop an app against a reference operating context operating context operating context operating context (OC) and achieve the intended behavior in operating context operating context operating context operating context (OC) and achieve the intended behavior in all OCs suitable for the application.
OC = the external environment influencing its operation
Operating Systems
Application Frameworks
Applications
Operators
Networks
Devices
Platforms
Operating Systems
The Fragmentation problem
for further info: http://www.comp.nus.edu.sg/~damithch/files/SEKE2008.pdf
The Mobile Ecosystem
ServicesServicesServicesServices are “everything the user is trying to do”
They are often available at different levels:• Application • Application Framework• OS
Operating Systems
Application Frameworks
Applications
Services
Operators
Networks
DevicesExample services may include:• the Internet• sending a text message
• being able to get a location
Platforms
Operating Systems
The Mobile Ecosystem
All of these layers must be passed through before you get to the contentyou get to the content
Operating Systems
Application Frameworks
Applications
Services Nowadays, the mobile ecosystem is:
complicated, fragmented, and a political nightmare
Operators
Networks
Devices
Platforms
Operating Systemsand a political nightmare
RUN AWAY!!!however…
Roadmap
• Brief History of Mobile• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media
Mobile Market
Mass Media???
How big is the Mobile Market???How big is the Mobile Market???
data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
Mobile Market
in 2009data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
Mobile Market
in 2009data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
Mobile Market
in 2009data source: http://www.slideshare.net/fling/mobile-20-design-develop-for-the-iphone-and-beyond
Mobile Market
in 2011…
Mobile Market
Mobile is the LARGEST, Mobile is the LARGEST,
most available
mass medium
TO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKINDTO MANKIND
Mobile as the 7th mass media
Each mass media has advantages and disadvantages, each Each mass media has advantages and disadvantages, each playing a significant role in society
If we understand how we relate to each mass media
� we will understand what our customers expect fromour mobile appsour mobile apps
Mobile as the 7th mass media
Printing Press1 Printing Press
Reduced time to publish
Enables information to be easily copied and distributed
1
Enables information to be easily copied and distributed
Mobile as the 7th mass media
Recordings2 Recordings
aka recorded sound
Music
2
Started as information sharing (news)
Mobile as the 7th mass media
Cinema3 Cinema
Visual Experience
Similarly to recordings,
3
Similarly to recordings, it started as information sharing (news)
Intense personal experience
Mobile as the 7th mass media
Radio4 Radio
= recordings + live broadcast
Intense personal experience
4
Intense personal experience
Mobile as the 7th mass media
Television5 Television
= radio + video
Prices dropped down � a TV for each home
5
Prices dropped down � a TV for each home
� more intimate and visceral medium
Mobile as the 7th mass media
Internet6 Internet
Computers @home, not @work
Web 2.0 = interact with other users
6
Purchase, download and stream recordings
Listen to radio and TV streams
Mobile as the 7th mass media
Mobile7 Mobile
It started at the same time as the Web
UniqueUniqueUniqueUnique traittraittraittrait: it can do everything all the other media can do
7
• 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 5 unique benefits:
First truly personal mass media
First always-carried mass media
First always-on mass media
unique benefits:
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
At the point of creative impulse
Only mass media with a built-in payment channel
First always-carried mass media 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
Mobile apps have the amazing capability to addCONTEXTCONTEXTCONTEXTCONTEXT
to information, adding immediate relevance to whatwe are doing right here, right now
CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
we are doing right here, right now
References
http://bit.ly/xSdIiSChapters 1-2-3
http://bit.ly/xSdIiS
There is no “perfect app”, you have to find the sweetsweetsweetsweet spotspotspotspot
Tips for the project
yourAPP
development or configuration,
maintainability, and reliability
costs, revenue, market share, and time to market
User Goals
APP
usability
Tips for the project
1. Find a REALREALREALREAL NEEDNEEDNEEDNEED first
2. Find your GOALGOALGOALGOAL to fill the need
3. Reverse Reverse Reverse Reverse EngineerEngineerEngineerEngineer the goal into a potential app
4. Remember the unique benefitsbenefitsbenefitsbenefits of Mobile (slide 53)
5. CONTEXT CONTEXT CONTEXT CONTEXT CONTEXTCONTEXTCONTEXTCONTEXT CONTEXTCONTEXTCONTEXTCONTEXT
– Location, camera, always-carried, accelerometer
– WHO is your typical user???? Define usage scenarios
Tips for the project
ThisThisThisThis isisisis mymymymy checkboxcheckboxcheckboxcheckbox whenwhenwhenwhen I I I I reviewreviewreviewreview anananan appappappapp::::
� Does it have a clear goal?
� Is it filling a real need?
� Does it consider the context in which I’m using it?
� Is it integrated with other services?
Look at http://www.programmableweb.com
and discover a new world out there!! ☺
� Is it a pleasure to use it?
I look at UI design, interface slickness, ecc.
Hello World
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