webinar - mobile, choosing the correct channel
DESCRIPTION
Part of the bemoko/Alterian "Lifting the lid on mobile" seriesTRANSCRIPT
Mobile InternetPowered by
Webinar:
Lifting the Lid on Mobile
mobile
Internet
Mobile Web - Conflicting Perspectives
Media
Mob
ile
InternetSoftw
are
Advertising
Enterta
inm
ent
Social Media
Med
iaR
etai
l
Social, Technical & Commercial
Convergence
Market Influences
“We can already do mobile” ?!
Conflicting Industry Agendas
Revenue generationSelling data
Selling phones
Increasing creative spendClient lock-inNew channel
AgenciesMobile Co’s
Media and ContentAdvertising revenues
Sales ChannelSubscription
Brands
ConsumersCheapFast Easy
Mobile Web - Different Technical Approaches
DIY - 1 Style sheets for small screens
DIY - 2 Templates organised into general categories
DIY - 3 Device by device websites
APPS Should be used as ‘Apps’ not a substitute for browsing
Adaption Software that screen scrapes PC site
Platforms Use proprietary mark up language, can be inflexible and expensive
Device Aware Development Environment (e.g. bemokoLive)
Next generation of Web Development tool
The new generation of rapid device aware Application Development Environments are built for the mobilised future of the Web
Different Approaches
Growing Platform Base
iPhone HTC Blackberry
Models Models Models
Keeping Pace – Handset Models
Blackberry
Curve Bold Torch Pearl
OS version
Javascript Support
CSS support
screen size versions
video support
Keeping Pace – Handset Evolution
Global Handset Manufacturer Share
Rapid Speed of Change
January 2011July 2010
Wider Technology Landscape
Internet TV Games Consoles
Feature PhonesSmart Phones
Kiosks Electronic Signage
Net books
PC’sInternet TV
In Car entertainment
e books
Tablets
Hybrid Electric Vehicles
Home appliances
camerasMedical devices
Fantasy or Reality?
The new ‘Expiria Play’ from Sony Ericsson – aka “the PlayStation Phone
Constantly Evolving Device Landscape
Apps – Part of the Evolution
• Simple development platform
• High Commercial appeal
• Well supported by the handset manufacturers
• Revenue generating
• Simple to use
• Fun
• Engaging
App Landscape Becoming Complex
• Apple App Store
• Android Market
• BlackBerry App World
• Ovi Store – Nokia
• PlayNow arena – Sony Ericsson
• Windows Marketplace
• WAC - operator consortium
• AppUp – Intel
• Frigo – Telefonioca
• Samsung Application Store
Native Apps Browser Based
Tom Fishbourne
Making Your App Count
Getting Your App Seen
• 350,000 Apple Apps
• 88,000 Android Apps (Google say 150,000)
• Android will have more apps than Apple by mid 1012
• 9.9 billion Apple App downloads and counting
Public comments taken from the App store:
“Competent at what it does but that's not much”
“Pretty useless but at least they have an app unlike competitors”
“You can’t use this app to shop”
“Only had this App for a month before deleting”
Apps Reputational Risk
Leading UK High Street Retail Brand
Even the experts can get it wrong!
“Laughable effort. Can't believe someone at the GSMA thought this would be any good”
“Dire! If there was a 2011 turkey prize, this would be it”
“Totally useless, just like the dead wifi and the arrogant staff at the site”
“Rubbish app. Was expecting much more from MWC as industry body and organisers ”
“What a useless piece of software... tried to use it twice, gave up. The paper map is more
interactive”
“Absolutely pathetic. Lame excuse for an app”
“what kind of amateur app is this?”
“What a pitiful application! The developer must have never seen an Android device”
App Security Risk
• Apps are software!
• Only as good as the developer
• Access on-board hardware
• Access on-board files
• Malware
• Spyware
• Data leakage
• ££££ Data download
Web App or Native App?
Web Apps – Next Generation
Web Apps – Next Generation• Fully featured Apps delivered using the browser
• One version for all mobiles - over 12,000 device types
• Instantly available – no need to download
• Available from the Brand’s own site
• Faster and cheaper to develop
• Easy to update and maintain
• Integration into CMS and external content
• Easy to share
• Detailed analytics
• Integrates and augments native Apps
Delivering a Good User Experience
• Think customer out
• Expectation
• Device Aware
• Logical Content for Mobile
• Speed download
• Cost - tariff
• Clicks
• Fingers and thumbs
• Brand
• Device compatibility
• Optimized Markup
• White space removal
• CSS compression
• Java script compression
• Style sheet requests
• Page Weight
• Markup quality
• Use of progressive enhancement
• Image sizes
• Page load time – single and under load
Optimised for Mobile
Consistent Experience
Communication
Apps e-mail mobile internet IIP TV Social Media
Managing Consistent Brand Experience
Communication
Agnostic Technology Layer
Apps e-mail mobile internet IIP TV Social Media New tech
Technology Management
Communication
Apps e-mail mobile internet IIP TV Social Media New tech
Technology Management
+
Alterian and bemoko Joint Solution
Summary
• Market Influencers
• Risks of relying on a single Technology
• The Pace Of Change
• Handset Diversity
• The Wider Mobile Technology Pipeline
• The Evolving App Landscape
• Considerations For Improving User Experience
• The need to use a different Approach
Questions:
Next sessions - From the Perspective of Mobile
Direct Marketing: Tuesday 12th April @10am UK
Device Technology: Monday 9th May @10am UK
E-commerce: Tuesday 14th June @ 10am UK
Social Media: Tuesday 12th July @ 10am UK
www.bemoko.com www.alterian.com