Smartphones keep getting larger and tablets are getting smaller, beginning to totally blur what was just a few years ago considered a group of distinct form factors. The platforms that power these blocks of glass, plastic, and silicon have also seen improvements, with iOS7 appearing to be able to keep the iPhone growth alive and Android utterly dominating countries such as China in its path to 1 billion activations. New operating systems such as Firefox are in the wild as companies such as Microsoft frantically try to right the ship and save their platforms and devices from obscurity. Across Europe 4G LTE is beginning to see deployments that will allow its users to see the speed and latency benefits that those in parts of Asia, the US, and others have over the past years. This in turn will begin to accelerate mobile data consumption and creation across a greater global footprint. Live and high quality video from mobile devices will become amazingly commonplace. Today we are also seeing new products from Google, Samsung and even possibly Apple that are serious entrants to the wearable technology arena – and all of them are running mobile operating systems. Apple has thrown down the gauntlet against NFC technology with its new iBeacon service which means that all parties involved are taking mobile payments and other types of direct interactions over secure mobile channels very seriously. Organizations who are late to the mobile game are hurrying to catch up. Many who have focused more on the consumer aspect of mobility are starting to put serious efforts into B2E mobile initiatives. Those who are already mobilizing their workforce are looking for ways to improve, standardize, and focus their efforts. Also, the Web isn’t going anywhere…. So what does this all mean to you?

1. Mobile Insights for 2014
AND BEYOND
Dan Lewis
Judge Consulting Group
JBoye13 - Aarhus

2. Obligatory Bio Slide
My name is: Dan Lewis
I am from: Philadelphia, Pennsylvania - USA
I work for: The Judge Group, Inc. – A global professional services organization
As the: Head of Mobile Solutions for Judge Consulting
For my job I: Help diverse global organizations to better leverage mobile and web technology
I used to: Build intranets, websites, and database stuff

3. The Market
A LOOK BACK AT 2013

4. Platforms – 2013 Notable Notes
Android
BlackBerry
iOS
• De-fragmentation strategy
in place
• Major growth continues
• Dependency on OEMs
• Not for sale – not a
contender either
• BBM for all (years late)
• Major refactoring and
platform refresh
• Slowed growth
• 64-Bit strategy
Windows
Other
• Major write-downs on
Surface
• Microsoft buys Nokia
mobile
• Firefox is in the wild
• Samsung Tizen device
soon?

5. Platforms – Smartphones
Global Smartphone Projected Platform Market Share
2017 MARKET SHARE (%)
2013 MARKET SHARE (%)
Android
iOS
Windows Phone
BlackBerry OS
Others
Source: IDC Worldwide Mobile Phone Tracker, September 4, 2013
2013 Market Share (%)
75.30%
16.90%
3.90%
2017 Market Share (%)
68.30%
17.90%
10.20%
2.70%
1.20%
1.70%
1.90%

6. OEMs - Smartphones
Global Smartphone OEM Market Share and Totals
3Q13 MARKET SHARE (%)
3Q13 UNIT SHIPMENTS (MILLIONS)
3Q12 MARKET SHARE (%)
3Q12 UNIT SHIPMENTS (MILLIONS)
Samsung
Apple
Huawei
Lenovo
LG
Others
3Q12 Unit Shipments (millions)
57.8
26.9
7.1
6.9
7
80.5
Source: IDC Worldwide Mobile Phone Tracker, October 29, 2013
3Q12 Market Share (%)
31.00%
14.40%
3.80%
3.70%
3.80%
43.20%
3Q13 Unit Shipments (millions)
81.2
33.8
12.5
12.3
12
106.6
3Q13 Market Share (%)
31.40%
13.10%
4.80%
4.70%
4.60%
41.30%

7. OEMs - Tablets
Global Tablet OEM Market Share and Totals
3Q13 MARKET SHARE (%)
3Q13 UNIT SHIPMENTS (MILLIONS)
3Q12 MARKET SHARE (%)
3Q12 UNIT SHIPMENTS (MILLIONS)
Apple
Samsung
Asus
Lenovo
Acer
Others
3Q12 Unit Shipments (millions)
14
4.3
2.3
0.4
0.3
13.5
Source: IDC Worldwide Tablet Tracker, October 30, 2013
3Q12 Market Share (%)
40.20%
12.40%
6.60%
1.10%
0.90%
38.80%
3Q13 Unit Shipments (millions)
14.1
9.7
3.5
2.3
1.2
16.8
3Q13 Market Share (%)
29.60%
20.40%
7.40%
4.80%
2.50%
35.30%

8. 2014 - Trends to Watch
WHAT WILL BE HOT

9. Mobile Payments Maturing
Carriers
Overthe-Top
Providers
Financial
Institutions

10. iBeacon vs NFC
Source: GigaOM

11. Mobile and Location-Based Advertising
Location is the new cookie
• Collecting data has always been
difficult because mobile does not
support third-party cookies that
travel easily across the ecosystem,
allowing for straightforward
tracking and data-gathering.
• That's where location-based mobile
technology comes in. It gives
marketers new ways to identify and
track mobile audiences, and with
the aid of algorithms, it can also
group them into behavioral and
demographic segments for
targeting.
Source: Business Insider August 2013
Money is flowing into locationbased mobile marketing
• A recent survey of 400 brand
executives by Balihoo found that
91% planned to increase their
investments in location-based
marketing campaigns in 2013.
• Finally, a study by Berg Insight
found that location-enabled ad
spend reached about 8% of total
mobile ad spend for 2012. This
proportion is expected to increase
to 33% by 2017.
Location-based data is driving much
of the interest - and success
• Enabling campaigns with local data
produces measurable results.
• In a study of over 2,500 of its
mobile marketing campaigns, Verve
found that its location-based ad
efforts were about twice as
effective as the mobile industry
average click-through rate (CTR) of
0.4%.
• Geo-aware ads, geo-fenced ads,
and location data paired with
audience demographics or
purchase intent are all proving to
be extremely successful.

12. IT is Losing Control
Bring Your Own Everything
Source: 2001 Australian Grand Prix

13. How are we building
this stuff?
ALL OF THE “GEEK SPEAK”

14. Mobile Web vs Responsive vs App vs ???
Source: Brad Frost

15. Native vs Hybrid vs Web
Native
Hybrid
Web
•
•
•
•
•
•
•
•
•
•
•
•
Best performance
3D and Gaming
App store presence
Expensive – especially across
platforms
Native SDK access
App store presence
Performance can be questionable
Cross-platform faster/cheaper
than Native
No Native SDK access
Not offline-friendly
Low cost of entry
Cross-platform cheapest of all

16. Rethinking the Enterprise Lifecycle
Frequent
Platform
Updates
Constant
Application
Patches
Specific
Testing is
Mandatory
Short
Hardware
Lifespan
Multi-Device
Users

17. Changing Methodologies
Waterfall
Agile
Wet Agile?

18. Take a break!

19. So how (mobile) mature
is your organization?
EXERCISE #1

20. Exercise #1: Mobile Maturity Inventory
Evaluate
How many separate mobile-available applications are present in your organization – internal AND external?
Does your organization have an official mobile strategy – if so share an overview?
Does your software lifecycle policy account for mobile application support and maintenance?
Is your organization supporting more than one mobile platform – if so which ones?
Are mobile employees regularly using 3 devices (PC, tablet, smartphone)?
Devices
BYOD
COPE
Apps
Android
Sales / CRM
BlackBerry
Intranet
iOS
External Web
Windows
Consumer App
Other
Collaboration
Virtual Desktop
Mobile Web
Responsive
Native App

21. Anyone care to share?

22. Take a break!

23. Empowering Mobile
Content Creation
THE MOBILE WORKER WILL BE ENABLED

24. Who is a mobile worker?
Courtesy: Frank Carter

25. Remote
Courtesy: Dakar Rally

26. Remote
Courtesy: Dakar Rally

27. Field
Courtesy: Boeing

28. Travelling

29. How has this worker’s mobile toolset
evolved?

30. From Email & Calendar

31. To Staff Directories and CRM

32. And Collaboration

33. Soon we will be creating

34. Empower the ability to create

35. Treat clients as more than consumers

36. Collect and curate mobile content

37. Provide friendly access…

38. Responsive Websites

39. Platform-agnostic “Apps”

40. Make Security EASY!

41. Is this being done
today?
AND BY WHO?

42. CNN iReport

43. Waze

44. PlanGrid

45. What is preventing us
from creating the way
we do on a PC?
AND IS IT REALLY A PROBLEM?

46. Screen Size?

47. Processing Power?

48. Storage?

49. The Keyboard and Mouse!

50. What is the new input
pattern?
WHAT CAN REPLACE THE KEYBOARD & MOUSE?

51. Touch?

52. Voice?

53. Eye Movement?

54. A Hybrid?

55. Only you will decide

56. Can you help make
content creation more
mobile-friendly?
EXERCISE #2

57. Exercise #2: Making Creation Mobile
CHALLENGES
Application
Photoshop
SOLUTIONS
Problem Area
Right Click and Keyboard Modifiers
(Alt,Ctrl,Shift)
Input Method
Touch
Voice
Eye
Other
Provide Examples of this Method
to Solve Challenge

58. Anyone care to share?

59. The road to
Empowerment passes
through Enablement
A FINAL THOUGHT

60. Thank You!
DAN LEWIS
JUDGE CONSULTING GROUP
@DANTHEITMAN
DLEWIS@JUDGE.COM