Mobile Challenges and Opportunities — Fidelity

Mobile Opportunities and Challenges Jason Grigsby • @grigs [email protected] •
cloudfour.com http://www.ﬂickr.com/photos/lukew/7382743430

A little bit about me:

•Obama ’08 iPhone App A little bit about me:

•Obama ’08 iPhone App •Cloud Four A little bit about
me:

•Obama ’08 iPhone App •Cloud Four •Mobile Portland A little
bit about me:

•Obama ’08 iPhone App •Cloud Four •Mobile Portland •Future Friendly
A little bit about me:

•Obama ’08 iPhone App •Cloud Four •Mobile Portland •Future Friendly
•Head First Mobile Web A little bit about me:

Follow along @grigs_talks Slides at: bit.ly/grigs- delity After event: @grigs
http://www.ﬂickr.com/photos/stevegarﬁeld/4247757731/

Got email from this guy... http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

Mobile is Disruptive Technology http://www.ﬂickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

10 20 30 40 50 60 Q1 Q3 Q5 Q7
Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch Subscribers (MM) iPhone + iTouch NTT docomo i-mode AOL Netscape iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users First 20 Quarters Since Launch Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~39MM netbooks have shipped in first eight quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research. Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 9 Quarters After Launch Desktop Internet AOL* v 2.0 Launched 9/94 Mobile Internet NTT docomo i-mode Launched 6/99 Mobile Internet iPhone + iTouch Launched 6/07 ~57MM ~25MM ~7MM Desktop Internet Netscape* Launched 12/94 ~11MM 26 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

http://www.opera.com/smw/ 20 000 000 40 000 000 60 000 000
80 000 000 100 000 000 2006 2007 2008 2009 2010 Total page views (Opera Mini) Data transfer (Opera Mini) Last month we had 52 billion page views. That is Reddit, times 52. Last month Opera Mini transferred 804 million megabytes of data. That is approx. 10 times the amount of data found in the online collection of the U.S. Library of Congress. January 2011: 90.368.678 + 15 million using Opera Mobile Unique Opera Mini users Graphic: Tom Byermoen // Opera Software Opera Mini is available for more than 3000 different mobile phone models

6.7 Billion Mobile phone for nearly everyone on the planet.
Flickr photo by Pingnews: http://www.ﬂickr.com/photos/pingnews/370061022/

Technology Cycles - Wealth Creation / Destruction New Companies Often
Win Big in New Cycles While Incumbents Often Falter Mainframe Computing 1960s Personal Computing 1980s Desktop Internet Computing 1990s Mobile Internet Computing 2000s Mini Computing 1970s New Winners New Winners New Winners New Winners Note: Winners from 1950s to 1980s based on Fortune 500 rankings (revenue-based), desktop Internet winners based on wealth created from 1995 to respective peak market capitalizations. Source: FactSet, Fortune, Morgan Stanley Research. Microsoft Cisco Intel Apple Oracle EMC Dell Compaq Google AOL eBay Yahoo! Yahoo! Japan Amazon.com Tencent Alibaba Baidu Rakuten Digital Equipment Data General HP Prime Computervision Wang Labs IBM NCR Control Data Sperry Honeywell Burroughs 16 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

http://www.ﬂickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0

ME NEED IPHONE APP. http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

2008 We must have an iPhone App! Source: http://www.slideshare.net/jamesgpearce/html5-and-the-dawn-of-rich-mobile-web-applications-pt-1

2009 We must have an Android App! Source: http://www.slideshare.net/jamesgpearce/html5-and-the-dawn-of-rich-mobile-web-applications-pt-1

2010 We must have an iPad App! Source: http://www.slideshare.net/jamesgpearce/html5-and-the-dawn-of-rich-mobile-web-applications-pt-1

2011 We must have a... Source: http://www.slideshare.net/jamesgpearce/html5-and-the-dawn-of-rich-mobile-web-applications-pt-1

Source: http://www.slideshare.net/jamesgpearce/html5-and-the-dawn-of-rich-mobile-web-applications-pt-1

Upcoming Zombie Apocalypse of Devices

More devices every day

http://static.lukew.com/uniﬁed_device_design.png

Short Run Problem is Mobile Phones

Long Run Problem Content & Services Car sketch: http://www.ﬂickr.com/photos/cloppy/5081768461/ HTML
HTML HTML HTML HTML HTML HTML HTML NATIVE NATIVE NATIVE

Flickr photo by .Hessam: http://www.ﬂickr.com/photos/essamo/1070527547/ Fragmentation: This is what the
web is supposed to solve.

http://www.ﬂickr.com/photos/hi-phi/54828371 Native vs Web

Find a single report that doesn’t show exponential growth for
mobile web. CHALLENGE:

Email Gallery Free Email Templates Email Marketing Companies Submit Advertise
Here Advertise Here Column Type of Email Type of Business Color POPULARITY RESET Hyundai USA Newsletter 3 Alertful Newsletter 2 Divine Chocolate Newsletter 2 Does your company send email to customers? http://www.email-gallery.com

Does your company participate in social media? http://www.ﬂickr.com/photos/intersectionconsulting/5177773774/

Links don’t open apps http://www.ﬂickr.com/photos/mattimattila/4001221570/

http://www.ﬂickr.com/photos/silipo/378476114/ 21% of Google’s largest advertisers have mobile web sites.
Only

Only Why?

http://www.ﬂickr.com/photos/nickwheeleroz/2391631937/in/photostream/ Many Sites are Chaos Behind the Scenes

http://www.ﬂickr.com/photos/ionan/103646126/ Multiple Systems Taped Together

Web Content Management Systems are the Mainframes of the Mobile
Era

What does WYSIWYG mean to multiple devices? WYSIWTF http://www.ﬂickr.com/photos/ndm007/171398958/

http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/

Only

Only Why?

How do you deliver the right HTML, CSS and JavaScript
to browsers?

9% 4% 21% 38% 4% 25% Mobile is Larger Same
Size Less than 10% Savings 11 to 50% Savings 51% to 100% Savings Greater than 100% Savings Where are the Mobile First RWDs? 106 sites from mediaqueri.es tested http://blog.cloudfour.com/where-are-the-mobile-ﬁrst-responsive-web-designs/

http://www.slideshare.net/guypod/performance-implications-of-mobile-design 3% 11% 86% Same size A bit smaller Much
smaller Guy Podjarny repeated the experiment a year later. 347 sites from mediaqueri.es tested A bit smaller = 50%-90% the size Much smaller = <50% the size

http://www.thefoxisblack.com/2012/10/02/the-design-thinking-behind-the-new-disney-com/

Most responsive web designs are…

http://www.ﬂickr.com/photos/beautyredeﬁned/2643858323/

http://www.ﬂickr.com/photos/puuikibeach/3654517679

https://twitter.com/scottjehl/status/243025352069349377

http://www.ﬂickr.com/photos/auyongcheemeng/95769332/ Build Mobile First Responsive Designs

http://www.ﬂickr.com/photos/localcelebrity/4831362933/ Diﬀerent than Mobile First Design eory

http://bradfrostweb.com/blog/web/mobile-ﬁrst-responsive-web-design/ Mobile First Responsive Web Design

How do you decide on breakpoints? Cool breakpoint graph idea
courtesy Stephen Hay. http://www.slideshare.net/stephenhay/mobilism2012

ere is no Android Snapshot of 500 Android screen sizes
on EU site http://stephanierieger.com/the-trouble-with-android/

Don’t go chasing waterfalls.

http://www.ﬂickr.com/photos/theroadisthegoal/372137752/

http://www.ﬂickr.com/photos/quinnanya/4599750124/ 1. Mobile doesn’t mean taking things away.

How Do I Add an RSS Feed to My RSS
Reader? Don’t Skip Core Functionality

1024 x 768: Still No Way to Add RSS

It’s fairly certain that the highest-value use will stay predominantly
on desktop. —Jakob Nielsen http://www.ﬂickr.com/photos/dplanet/82899080/

Most complex tasks have vastly better user experience on the
desktop and thus will be performed there. I'm talking anything from researching your next car purchase to learning about a new medical condition (and its associated pharmaceuticals) to managing your investment portfolio. Yes, you might enter a stock trade with your broker's mobile app, but you'll research new mutual funds on the desktop. —Jakob Nielsen

But if there’s one thing I’ve learned in observing people
on their mobile devices, it’s that they’ll do anything on mobile if they have the need. Write long emails? Check. Manage complex sets of information? Check. And the list goes on. If people want to do it, they’ll do it on mobile - especially when it’s their only or most convenient option. —Luke Wroblewski lukew.com/ﬀ/entry.asp?1333 http://www.ﬂickr.com/photos/emmacox/6095336904/

http://www.ﬂickr.com/photos/brunauto/5062644167/ Our vision of mobile context is often wrong.

80% during misc downtime 76% while waiting in lines 62%
while watching TV 69% for point of sale research http://www.ﬂickr.com/photos/missmeng/5327470961

TMI: 39% use phone on the toilet.

Yes, we can’t know the mobile context. http://www.ﬂickr.com/photos/timcaynes/158599960/

But that doesn’t mean mobile isn’t unique and powerful. http://www.ﬂickr.com/photos/sparktography/2485147794/

Mobile’s Eight Unique Abilities http://www.ﬂickr.com/photos/pedestriantype/4789244416/

http://www.ﬂickr.com/photos/fchouse/2829381653/ 1. PERSONAL 63% do not share phone

2. PERMANENTLY CARRIED ~50% of US admit to sleeping with
phone http://www.ﬂickr.com/photos/kk/3615287378/

3. ALWAYS ON http://www.ﬂickr.com/photos/gilderic/3517477267/

4. BUILT-IN PAYMENT CHANNEL

5. CREATIVE IMPULSE http://www.ﬂickr.com/photos/d_a_v_i_d_m_/246298437/

http://www.ﬂickr.com/photos/memotions/259656126/ 6. ACCURATE MEASUREMENT

http://www.ﬂickr.com/photos/mythoto/1234638761/ 7. SOCIAL CONTEXT

8. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea

Mobile is the most borg-like technology we’ve ever seen

Inspiring http://www.ﬂickr.com/photos/asphericlens/5661878892/

320 px Too much focus on the smaller screen.

Why do we need to look at our phones to
get directions? One vibration for left. Two for right. http://www.ﬂickr.com/photos/williamhook/4225307113

Old saying in mobile: Asia is two years ahead… http://www.ﬂickr.com/photos/romainguy/3673700251/

of Europe which is two years ahead… http://www.ﬂickr.com/photos/djou/2079730487

of the United States. http://www.ﬂickr.com/photos/davearquati/459024208/

http://www.ﬂickr.com/photos/acaben/541334636/ e Post-PC Era Didn’t Start with the iPad

It started in Asia with mobile phones and spread to
developing countries. http://www.ﬂickr.com/photos/jamesjustin/3914923307

Africa has more in common with Asia than Asia does
with the United States. http://www.ﬂickr.com/photos/ict4d/3068105816/

slideshare.net/CMSummit/ms-internet-trends060710final

nytimes.com/2011/04/18/technology/18mobile.html anks Steve Souders!

20% of Kenya’s GDP sent through mobile banking. http://www.ﬂickr.com/photos/kiwanja/3169447879

Mobile is the most important technology since the printing press.
http://www.ﬂickr.com/photos/rhadley/3527304106/

UN urging more mobile for developing countries.

Saﬀron uprising

Cellscope puts microscopes in remote areas.

According to California-based mobile-banking innovator Carol Realini, executive chairman of
Obopay: “Africa is the Silicon Valley of banking. e future of banking is being de ned here… It’s going to change the world.” http://www.guardian.co.uk/technology/2011/jul/24/mobile-phones-africa-micro nance-farming

http://www.ﬂickr.com/photos/whiteafrican/2888960873

And really, is the United States that diﬀerent? Or is
the story simply not being told? http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only

Understanding mobile as the primary and sometimes only device… http://www.ﬂickr.com/photos/e4a-2030/5106562313

is diﬃcult when we spend so much time on our
PCs. http://www.ﬂickr.com/photos/goobi/4021009835/

Word Lens

A9 Flow Powered by Amazon

Polar Rose. Bought by Apple.

27 • Location detection: GPS, WiFi, cell towers • Orientation:
direction from a digital compass • Device positioning & motion: from an accelerometer • Audio: input from a microphone; output to speaker • Video & image: capture/input from a camera • Device connections: through Bluetooth between devices • Proximity: device closeness to physical objects • Ambient Light: light/dark environment awareness • RFID reader: identify & track objects with broadcasted identifiers • Multi-touch sensors • Haptic feedback: “feel” different surfaces on a screen • Biometrics: retinal, fingerprint, etc. • Push: real-time notifications “instant” to user Sensor Capabilities We’re just scratching the surface of what these sensors can do. Highly recommend Luke Wroblewski’s First Person User Experience Presentation at http://www.lukew.com/presos/preso.asp?21

We often get asked how much to add mobile to
desktop. It should be the opposite. http://www.ﬂickr.com/photos/stephenhackett/3728570312

We look at mobile as a small screen version of
the our computers… http://www.ﬂickr.com/photos/bendodson/3367856091

when we should be looking at mobile as so much
more. http://www.ﬂickr.com/photos/whiteafrican/3401121885

BIG THINK

Jason Grigsby • @grigs • cloudfour.com Slides: bit.ly/grigs-ﬁdelity

Mobile Challenges and Opportunities — Fidelity

Mobile Challenges and Opportunities — Fidelity

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