WHAT IS HAPPENING IN THE

‘APP FACTORY’ M O B I L E E X P E R I E N C E A N D C A S E S T U D I E S

M U N I C H , M A R C H 2 2 , 2 0 1 2

C H R I S T I A N A A E N

INTRODUCTION:

CIKLUM SERVICE & CONSULTING

a) Client Satisfaction & Service Mgmt (160+

team clients)

b) Team productivity (1600+ developers)

c) VAS around the core team – Short-term

Projects, Peak, Consulting (170+ dedicated

employees)

AGENDA

1. A Perspective From The Shop Floor

2. Cases

3. Homework + People + Process = Successful Ideas To

Apps(tore)

4. Q&A

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A PERSPECTIVE FROM THE ‘SHOP FLOOR’

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A GLANCE AT THE PAST: Q3 2010

Cross-Platform Development Porting

•The same operating system

•The same development tools

•Different Platforms

•Different Operating Systems

•Different Development Environments

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A GLANCE AT THE PAST: Q4 2011

Native development (Objective-C,

Java, etc.) • Targeted for the only platform

• Needs programming knowledge and

experience

• (All best apps are native apps!)

HTML5, mobile web, PhoneGap • Needs HTML5 and JavaScript

knowledge

• Lack of professional, experienced

developers using JavaScript mobile

frameworks

• Slower and less polished apps than

native ones

Platforms like Netbuiscuits,

Titanium, Marmelade, S2M etc. • Need some time to learn the

platform

• Multiplatform development

• There are some restrictions of the

platform

Mobile builders like BiznessApps,

MobileRoadie, etc. • Produce native apps

• Targeted for application categories:

like RSS reader, e-shop, etc.

• Suitable only for really simple apps

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WHAT IS ACTUALLY HAPPENING

ON THE ‘SHOP’ FLOOR

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• Magic wand exam failed. There is no magic in

the mobile world...

• On the contrary – the landscape has become

more complex!

• Technology, devices and human behaviour is

constantly changing

THE PROMISE OF THE MAGIC WAND

IN MOBILE

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• Average size of each project is ~400 hours

• HTML platform projects are significant smaller

• Technology hybrids increase

• 90% of all projects are client & server side

• Global companies (primarily B2C) with corporate

marketing departments tend to make a strategic

cross-platform choice for their global (corporate

controlled) marketing efforts ( reach)

• Larger media companies still seem undecided ...

• Increasing number of native apps being developed

for B2B use

• Certain sectors are pushing hard on mobile web

(e.g. travel)

• Tablets playing an increasing role (T-Commerce)

• Social, social, social ...

‘SHOP’ FLOOR - RETROSPECTIVE

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CASES

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CASE: LINKEDIN

• Reused HTML parts

from web app

• Used for web-based

content parts

• The same code for

mobile web, iOS and

Android

• Ability to change web-

based parts quickly

• Used Backbone and

Underscore libs

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CASE: DELL MOBILE

• Pure HTML5

• Working ... But …

• really slow

• ... And buggy

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HOMEWORK + PEOPLE + PROCESS

=

SUCCESSFUL IDEAS TO APPS(TORE)

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12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

Tablet Mobile Desktop

HOMEWORK: UNDERSTAND THE

BEHAVIORAL PATTERN OF YOUR SEGMENT

Hourly distribution

of searches by platform

Source: Google Internal data, Global, Oct 2011

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DUAL SCREENING

53% Dual screening with TV

and phone

22% of UK Smartphone

users use their phones

while using another internet

enabled device

Source: Google UK

WHAT CAN BUSINESSES DO TO TAKE

ADVANTAGE OF THE GROWTH OF MOBILE?

Develop & Integrate Your Mobile Strategy Build Your Mobile Destination(s) Take advantage of the immediate nature of Mobile users (40% of mobile searches on Google has local intend*) Connect & Engage With Your Users

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*Source: Google UK

PEOPLE: ATTRACT & DEVELOP

• Organizing Mobile Saturdays

• Hosting ‘Hackathons’

• Speakers Corner

• Mobile Practice Leader Groups

• Mobile Incubation

• Mobile vertical of our Project Office is 60+

Developers

• 150+ mobile dedicated team members

• ... The Mobile Community Is Still Growing ...

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PROCESS: PREPARE TO ADAPT TO

CONTINIOUS CHANGES

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TYPICAL PROJECT EVOLUTION,

ILLUSTRATED

Project Evolution

A.Requirements Captured

B.WireFrames

C.Project specification

D.Intermediary Versions

E.Final delivery

A.

B.

C.

D.

E.

WE’VE DONE THIS FOR A COUPLE OF

COMPANIES/BRANDS

• 8 year+ mobile expertise

• Experience with all platforms

• Hundreds of projects

• Thousands of individual builds

delivered

Printemps LILLY A/S

CocaCola CNN

Energy Intelligence

HeatMapz

Yelp.com

Maggi

Carlsberg Øl

Tryg

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Q&A

Thank You!

I would be happy to

answer Questions?

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