Engage 2013 - Mobile solution strategies
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A deep dive into mobile solutions showcasing the differences between native app, web and hybrid approaches.
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Engage 2013 - Mobile solution strategies
- 1. 10.03.2013 Hotel Sofitel Minneapolis, MN
- 2. Mobile Solution Strategies Erik Mau Senior Architect, Avtex
- 3. Agenda • Mobile Landscape • Mobile Solution Strategies – Mobile Web – Native Applications – Hybrid Applications • Summary
- 4. Session Goals • Provide education around the options for mobile solutions. • Understand the differences between web, native, and the hybrid model for mobile solutions. • Understand options for supporting cross-platform mobile solutions.
- 5. BEFORE WE GET STARTED What role do you play in your organization?
- 8. Email, Spotify, News, Researc h Email, Facebook, Pinterest, Houzz Princess / Barbie games, Selfies, YouTube Craft vids YouTube Rollercoaster vids ESPN, Yahoo Fantasy, Instagram
- 9. Mobile Usage is Changing (Source: Qualcomm, 2013) 29% of Americans say their phone is the first and last thing they look at every day. 34% of adults own a tablet device. (Source Pew Research, 2013) (Source: Qualcomm, 2013) The average age for a person’s first cell phone is now 13.
- 10. The Web is Changing (Source: Pew Research Center, 2013) 63% of mobile owners use their phones to go online. By 2014, mobile internet is predicted to take over desktop internet usage. (Source: Microsoft Tag, 2012) (Source: Pew Research Center, 2013) 34% of mobile owners go online mostly using their phones.
- 11. Mobile App Usage is Changing (Source: Nielsen, 2013) Smartphone users spent 87% of their time using mobile apps. Smartphone users spent 13% of their time using the mobile web. (Source: Nielsen, 2013)
- 13. Mobile Solution Strategies • Budget and timeline • Understand your users, user expectations, and usage scenarios • Define your application goals and features Considerations for a mobile strategy
- 14. Mobile Solution Strategies • Mobile Web • Native Applications • Hybrid Applications 3 Primary Strategies (Source: www.brightcove.com)
- 16. Mobile Web Defined Mobile web solutions are built with server-side technology that renders HTML that is optimized for mobile devices.
- 17. Polling Question Have you deployed a mobile version of a web site? • Yes • No • I don’t know View Results www.avtex.com/engage
- 18. Mobile Web Strategies • Separate sites (the m. strategy) • Responsive sites Two flavors…
- 19. Mobile Web Strategies • Separate site for mobile browsers (i.e. m.espn.go.com) • Use device detection to redirect users • Requires a CMS for content synchronization Separate Sites
- 20. Mobile Web Strategies Separate Sites http://espn.go.com http://m.espn.go.com
- 21. Mobile Web Strategies Separate Sites http://www.flickr.com http://m.flickr.com
- 22. Mobile Web Strategies • Web design that “responds” to the viewport of the browser. • Leverages CSS and JavaScript Responsive Design
- 23. Mobile Web Strategies Responsive Design
- 24. Mobile Web Strategies Responsive Design
- 25. Mobile Web Strategies Responsive Design
- 26. Mobile Web Strategies Responsive • Single Site • Flexible grid / fluid layout, flexible images, and media queries with CSS • Client responsible for “responding” to view port Separate Mobile Site • Multiple Sites • Complete control over HTML structure and images • Server responsible for redirecting to mobile version Responsive vs. Separate Mobile Site
- 27. Mobile Web Strategies • Leverage standard platforms and tools (Visual Studio, Sitefinity, Sitecore, SharePoint, etc.) • Know your JavaScript and CSS Frameworks Tools and Technologies
- 28. Mobile Web Strategies Pros • Cross-platform • Common web technologies • Cost • Centralized, immediate updates • Reach / Unrestricted distribution • SEO Cons • No App Store • Device must be online / connected • No native integration • Limited features Pros and Cons
- 29. MOBILE SOLUTION STRATEGIES Native Applications
- 30. Native Apps Native apps are built for a specific platform using an SDK, a specific language, and an IDE provided by the platform vendor. Native apps are designed to target a specific platform.
- 31. Polling Question Have you deployed a native application? If yes, what platforms have you targeted? • No • I don’t know • Yes – iOS • Yes – Android • Yes – Windows Phone • Yes – Other View Results www.avtex.com/engage
- 32. Native Apps • “There’s an app for that…” • Significant impact on mobile computing • Organizations are extending services – Self-service – Premium experience The App Store Impact
- 33. Native Apps Enterprise App Stores (Source: Gartner, 2013) Within the next four years, up to 25 percent of enterprises will have their own enterprise app stores for managing corporate-sanctioned apps… • B2E Apps • Corporate-approved – Custom – 3rd Party – Public • Secure / SSO • BYOD – MDM meet MAM
- 34. Native Apps • Access to contacts or address book • Accelerometer (motion detection) • Camera • Data storage – local / offline • Accessing network properties and conditions • Access to local file system • Geolocation • Notifications / Push • … Capabilities
- 35. Native Apps Platform Language IDE SDK App Store iOS Objective C Xcode (Mac) iOS SDK App Store Windows Phone C#, VB.NET Visual Studio, Blend (Windows) Windows Phone SDK Windows Phone Marketplace Android Java Eclipse, Android Studio (Windows or Mac) Android SDK Google Play Tools and Technologies
- 36. Native Apps …but I’m a Microsoft developer and I don’t want to learn each platform? • Xamarin • Develop core / common components in C# • Still requires platform SDKs • Designer support for Android • iOS still requires Xcode (designer support coming?) The DRY Principle
- 37. Native Apps Xamarin Architecture and Code Reuse 40% 60% Approximate Code Reuse with Xamarin OS Specific Shared Xamarin High-level Architecture
- 38. Native Apps Avtex Secure Messaging Prototype
- 39. Native Apps Avtex Secure Messaging Prototype
- 40. Native Apps Pros • Rich, integrated experience • Performance • Access to device hardware features • Monetization / App Store • Offline Capabilities Cons • *Single platform / develop app per platform • *Cost to maintain and develop (learning curve) • App Store rules / policies • Device variation Pros and Cons
- 41. MOBILE SOLUTION STRATEGIES Hybrid Applications
- 42. Hybrid Apps Hybrid apps run on the device inside a native container that uses the browser engine for rendering and executing HTML, JavaScript, and CSS. The major mobile platforms support Hybrid Apps!
- 43. Polling Question Have you deployed a hybrid application? • Yes • No • I don’t know View Results www.avtex.com/engage
- 44. Hybrid Apps • App Store! • Access to device capabilities – Contacts / Address book – Accelerometer – Camera – Data storage – Network properties and conditions – Local file system – Geolocation – Notifications How is this different than the mobile web option?
- 45. Hybrid Apps • HTML, JavaScript, and CSS “packaged” with application • Open Source JavaScript layer gives access to device APIs • Leverage web services for integration • Use native “web view”` on device How does it work?
- 46. Hybrid Apps Examples: Untappd iPhone Android
- 47. Hybrid Apps Examples: Healthtap iPhone Android
- 48. Hybrid Apps • Technologies – HTML5 – CSS – JavaScript • CSS and JavaScript Frameworks Tools and Technologies
- 49. Hybrid Apps • Tools – PhoneGap – Nomad – Icenium – and more… Tools and Technologies
- 51. Hybrid Apps Performance was a big reason they transitioned from hybrid to native. Facebook “Our biggest mistake was relying too much on HTML 5 and not on native apps.” -- Mark Zuckerberg
- 52. Hybrid Apps Pros • Monetization / App Store • Cross Platform • Familiar Web Technologies • Access to Device Capabilities • Offline support • Shared / Common Codebase • Cost to support / maintain Cons • Performance • Achieving Native UI when targeting cross-platform • Limited device API access • Debugging can be difficult Pros and Cons
- 53. SUMMARY
- 54. Polling Question What strategy is right for you? • Web • Native • Hybrid • I’m still not sure View Results www.avtex.com/engage
- 55. Mobile Solution Strategies A Continuum of Options Web based approach to mobile app dev. / deploy Pro • Time to market/releases • Leverage skills • Cross platform • Lower cost • Centralized Con • Potential performance • User experience • Not an app in store Web Native “shell” with embedded HTML, CSS, and JavaScript Pro • Cross platform • Native experience • Access to onboard resources • Lives in app stores Con • Potential performance • Potentially multiple codebases Hybrid Fully native mobile application Pro • Performance • Native experience • Lives in app stores Con • Adds time / cost • Potentially multiple codebases • Increased support • Slower release cycle Native
- 57. Mobile Solution Strategies • Budget and timeline • Understand your users and user expectations • Understand usage scenarios • Know your application goals • Do you need device capabilities? What’s your mobile strategy? There isn’t a one-size-fits-all solution… It’s based on the required features and expectations of your users.
- 58. Thank You!