Download - Somo iOS 9 workshop
Who is Somo?
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A full service connected devices solutions provider
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Innovation Lab
The mobile market
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Apple OS timeline Pattern of major and minor updates
iOS 2 July 2008
iOS 3 June 2009
iOS 4 July 2010
iOS 5 October
2011
iOS 6 September
2012
iOS 7 June 2013
iOS 8 September
2014
iOS 1 September
2007
iOS 9 September
2015
iOS vs Android UK penetration
Source:, comScore June 2015
53% 18.9 million people
Android
35% 12.6 million people
iOS
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UK ownership of iPhone handsets
iPhone 4 8%
iPhone 4S 16%
iPhone 5 5%
iPhone 5S 24%
iPhone 5C 15%
iPhone 6 16%
iPhone 6 Plus 3%
iPhone 6, 6 Plus - 19% iPhone 5, 5S, 5C - 54% iPhone 4, 4S - 24%
Younger
iPhone owners are younger than the average smartphone owner; they’re 1.4x more likely to be between the ages of 13-34.
Female
iPhone owners are slightly more likely to be female, with a 54:46 female to male split, compared to a 50:50 split for smartphone owners.
High earning
The household income for iPhone owners is 1.2x more likely to be above £35k (pre-tax).
£
Source: comScore MobiLens Plus, June 2015
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Demographics of UK iPhone owners
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Activities of UK iPhone owners When compared to the average smartphone user
1.6x more likely to use mobile payments in-store at least once a
week
2x as likely to use video call almost every day
1.6x as likely to check credit card accounts
almost every day
1.5x as likely to share photos almost every
day
1.5x more likely to engage in group
shopping or ‘deal a day’ services almost
every day
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iOS 8 uptake post launch
Source: Fiksu, Dec 14
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iOS vs Android
Source: Open Signal, Aug 15
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Android device fragmentation
Source: OpenSignal, Aug 15
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Proactive Assistant & Spotlight Search
Proactive assistant
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Spotlight Search
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Places nearby
In the news
Relevant people
Suggested apps
The death of search & apps?
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Disrupt commercial models
Nurture frequency & behaviour
Acquisition less of a focus
What’s your voice strategy?
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UX Implications
Multitasking?
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Research shows humans can’t actually multitask
iOS9 is about switching seamlessly
Apple working towards a totally frictionless experience with the hardware
Implications for the user experience
The new features
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Similar to older iOS app selectors
1/3 screen can be used for secondary apps
Available for iPad Mini 2, Mini 3, Air, Air2
Implications for the user experience
Uses mobile size UI views of apps
The new features
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iPad Air 2 and future iPad versions will have the ability to split the screen further
Control of each window size is in the users hands
Implications for the user experience
This will work well on larger screens
The new features
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Continuous video playback
Continue watching in thumbnail mode
Move the video to wherever suit the users workflow best
Implications for the user experience
Threatening the desktop
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A new member of the iPad family aimed at enterprise and education?
7-10” iPads dominate entertainment could 13” be right as a workhorse
App strategies can go further than ever before
Implications for the user experience
Undertaking tasks that were previously unsuitable for the small screen
Plugging the leaks
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Implications for the user experience
Could mean great things for engagement metrics
No more out-of-sight out-of-mind. Less distraction, easy to take action
Quick search or reply and return to the task in view.
Working on multiple tasks reduces friction
Constellations
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Implications for the user experience
Weaving apps together more seamlessly than before
Big players have already moved to account for this change
Expect to see constellations strategy increase from here on
Picture in Picture
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Implications for the user experience
General video engagement should increase
Opportunities in guidance, onboarding and educating
Educators and publishers should benefit greatly
No longer is a video an isolated experience
Usability
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Implications for the user experience
Apple discourage off-canvas interactions
Native device already uses all 4 sides of the UI off-canvas
Lots of apps moving away from hamburger back to tab bar navigation
We need to be mindful of duplicating native interactions in our apps
Optimising for iOS 9
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Implications for the user experience
All apps need to be optimized for performance in iOS 9
Memory and CPU now need to be shared
Don’t be the app creating bad UX by taking up too much processing power
Apps need to be lean to survive
Responsive UI
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Implications for the user experience
We don’t just share memory and CPU but screen real estate too
We need to respond to any screen size the user requires
Be prepared for this game changing update
Audit & Analyse
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Implications for the user experience
All companies need to look at how to respond to an update with this many opportunities and challenges
Don’t be the app that slows everyone down and affects their experience
Speed, performance, UX and UI
ASO & Ad Blocking
apps in the App Store Apps downloaded every hour
Apps on the average users device
Of smartphone users browse & search for
apps in the App Store
1.5 million 850 119 40%
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Standing out in an overcrowded space
ASO is the process of optimising your app within the various app stores to maximise app discovery and increase conversion to download
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What is App Store Optimisation?
ASO 1.0 to ASO 2.0
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Stay ahead of your competitors 3 key steps to ensure you’re top of the iOS 9 change
Get your app indexed Optimise to each platform Measure the uplift
Ad blocking: 101
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What does ad blocking actually mean
1.
Not all ads will be blocked. Native, pre-roll video and other
formats will still be shown. This will inspire creativity and contextual relevance for user experiences
2.
In iOS 9, ad blocking will only be applied to Safari browsing
3.
Publishers and developers begin to think about other
monetization strategies
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3 things to consider
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Giving consumers a choice Enhanced transparency and control over advertising on mobile devices
• Focus on mobile apps and developers to utilise their ad formats
• Explore native advertising
• Target the right ads to right users
• Consider international expansion and emerging markets
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Top tips to navigate the ad blocking waters
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Apple announcements
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