somo ios 9 workshop
TRANSCRIPT
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Who is Somo?
September 15 2 Copyright and confidential
A full service connected devices solutions provider
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September 15 3 Confidential and copyright of Somo Global Ltd.
Innovation Lab
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The mobile market
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September 15 5 Confidential and copyright of Somo Global Ltd.
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
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iOS vs Android UK penetration
Source:, comScore June 2015
53% 18.9 million people
Android
35% 12.6 million people
iOS
Copyright and confidential September 15 6
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September 15 7 Confidential and copyright of Somo Global Ltd.
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%
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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
September 15 8 Confidential and copyright of Somo Global Ltd.
Demographics of UK iPhone owners
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September 15 9 Confidential and copyright of Somo Global Ltd.
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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September 15 10 Confidential and copyright of Somo Global Ltd.
iOS 8 uptake post launch
Source: Fiksu, Dec 14
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September 15 11 Confidential and copyright of Somo Global Ltd.
iOS vs Android
Source: Open Signal, Aug 15
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September 15 12 Confidential and copyright of Somo Global Ltd.
Android device fragmentation
Source: OpenSignal, Aug 15
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September 15 13 Confidential and copyright of Somo Custom Ltd.
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Proactive Assistant & Spotlight Search
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Proactive assistant
September 15 15 Confidential and copyright of Somo Global Ltd.
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Spotlight Search
September 15 16 Confidential and copyright of Somo Global Ltd.
Places nearby
In the news
Relevant people
Suggested apps
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The death of search & apps?
September 15 17 Confidential and copyright of Somo Global Ltd.
Disrupt commercial models
Nurture frequency & behaviour
Acquisition less of a focus
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What’s your voice strategy?
September 15 18 Confidential and copyright of Somo Global Ltd.
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UX Implications
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Multitasking?
September 15 20 Confidential and copyright of Somo Global Ltd.
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
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The new features
September 15 21 Confidential and copyright of Somo Global Ltd.
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
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The new features
September 15 22 Confidential and copyright of Somo Global Ltd.
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
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The new features
September 15 23 Confidential and copyright of Somo Global Ltd.
Continuous video playback
Continue watching in thumbnail mode
Move the video to wherever suit the users workflow best
Implications for the user experience
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Threatening the desktop
September 15 24 Confidential and copyright of Somo Global Ltd.
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
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Plugging the leaks
September 15 25 Confidential and copyright of Somo Global Ltd.
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
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Constellations
September 15 26 Confidential and copyright of Somo Global Ltd.
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
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Picture in Picture
September 15 27 Confidential and copyright of Somo Global Ltd.
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
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Usability
September 15 28 Confidential and copyright of Somo Global Ltd.
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
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Optimising for iOS 9
September 15 29 Confidential and copyright of Somo Global Ltd.
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
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Responsive UI
September 15 30 Confidential and copyright of Somo Global Ltd.
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
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Audit & Analyse
September 15 31 Confidential and copyright of Somo Global Ltd.
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
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ASO & Ad Blocking
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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%
September 15 33 Confidential and copyright of Somo Global Ltd.
Standing out in an overcrowded space
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ASO is the process of optimising your app within the various app stores to maximise app discovery and increase conversion to download
September 15 34 Confidential and copyright of Somo Global Ltd.
What is App Store Optimisation?
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ASO 1.0 to ASO 2.0
September 15 35 Confidential and copyright of Somo Global Ltd.
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September 15 36 Confidential and copyright of Somo Global Ltd.
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
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Ad blocking: 101
September 15 37 Confidential and copyright of Somo Global Ltd.
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September 15 38 Confidential and copyright of Somo Global Ltd.
What does ad blocking actually mean
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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
September 15 39 Confidential and copyright of Somo Global Ltd.
3 things to consider
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September 15 40 Confidential and copyright of Somo Global Ltd.
Giving consumers a choice Enhanced transparency and control over advertising on mobile devices
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• 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
September 15 41 Confidential and copyright of Somo Global Ltd.
Top tips to navigate the ad blocking waters
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September 15 42 Confidential and copyright of Somo Global Ltd.
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September 15 43 Confidential and copyright of Somo Global Ltd.
Apple announcements
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September 15 44 Confidential and copyright of Somo Global Ltd.
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September 15 45 Confidential and copyright of Somo Global Ltd.
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September 15 46 Confidential and copyright of Somo Global Ltd.
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September 15 47 Confidential and copyright of Somo Global Ltd.
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September 15 48 Confidential and copyright of Somo Global Ltd.
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September 15 49 Confidential and copyright of Somo Global Ltd.
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September 15 50 Confidential and copyright of Somo Global Ltd.
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September 15 51 Confidential and copyright of Somo Global Ltd.
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