Presentation used at several conferences and at at least 20 client workshops this year. Content includes: * Why mobile first? * Web vs Mobile transition * How mobile first * HTML5 maturity * Apps vs mobile web usage * Mobile Commerce Trends * and more... Please contact us for more details or sources of the information.

1. Mobile Trends 2012!
Magnus Jern, 2012-09-25

2. Overview
Agenda
What we want to cover
! About Golden Gekko
! Trends & Insights
! Mobile First
! Responsive Design
! Mobile Web vs Native apps and HTML5
! mCommerce
2

3. About Golden Gekko
Overview and one Case Study
3

4. A team of 140+ people that love and breathe mobile
apps/sites. 20+ nationalities across 5 countries.
4

5. More than 150 brands and agencies have
put their trust in us.
5

6. Portfolio
O2 Priority
Moments
Priority Moments is a clever
new mobile service just for
O2 customers.
! It brings you great nearby offers and
experiences exclusive to O2, with a
handful picked from the best already
in the market - from some of the
UK’s most well-loved brands.
! Launched in July 2011.
! Native iOS and Android Apps +
Mobile Web and backend for offer
management
! Over 1m active users Jan 2012
6

7. Portfolio
O2 Priority Moments!
Commercial
7

8. Trends and Insights
Background
8

9. Start with thinking
Mobile-First
Reason No. 1 – It’s a fact, mobile is taking over.
During 2011−2016 Cisco
anticipates that global
mobile data traffic will
outgrow global fixed data
traffic by three times.
9

10. 5 billion+
People who own a mobile phone in the world.
10

11. Overview
11

12. In some countries it is
already happening
12

13. Mobile-First
Reason No. 2
- Things are changing.
2010 Google adopted mobile first
2011 Luke Wroblewski publishes “Mobile First”
2011 Facebook, eBay, Amazon, Twitter
announced mobile as the first priority
2012 Consumer brands such as American
Express, Procter & Gamble, Coca Cola adopt
Mobile First strategies and some even mobile
only such as Path and Instagram
13

14. Mobile-First
Reason No. 3 – Mobile is different by nature.
Yesterday
Today
“Go to the computer”
“Open a browser (or app)”
LOCATION is irrelevant
LOCATION is everything
TIME is on my side
TIME flies
U.E. “most content win!”
U.E. “Less is more”
14

15. Mobile-First
Reason No. 4 – The Cross Platform Challenge
15

16. Key insights
16

17. Time spent on mobile has
already surpassed print
17

18. Apps vs Mobile Web?!
You need both!
%
Traffic
App
Mobile
%
Preferred
App
Mobile
Web
Web
Airlines
61%
39%
Maps/direc9ons
52%
48%
Cruise
Lines
0%
100%
Research
Travel
25%
75%
Ground
14%
86%
Check
travel
23%
77%
Transporta9on
reviews
Hotel
31%
69%
Check
travel
32%
68%
Maps/Naviga9on
98%
2%
i9nerary
Mul9-­‐category
79%
21%
Adobe,
October
2010
travel
Travel
54%
46%
Des9na9ons
/
Theme
Parks
Nielsen,
June
2012
18

19. App usage dominates for
top online companies
! Mobile web has more users
but time spent on the apps
vastly outperforms mobile
web
! Even brands such as
Google with mobile web
focus get much more
engagement from apps
! The only exceptions are
Wikipedia and Microsoft
because they don’t have
apps for most services
19

20. Facebook about HTML5
Mark
Zuckerberg:
“We
had
to
start
over
and
rewrite
everything
to
be
na9ve.
We
burned
two
years.”
“The
biggest
mistake
we
made
as
a
company
was
beTng
too
much
on
HTML5,
because
it’s
just
not
there
yet.
”
“Two
years
ago,
we
decided
to
bet
completely
on
HTML5.
We
believed
that
because
it
used
the
same
technology
as
the
desktop,
we
thought
it
could
improve.
But
it
wasn’t
good
enough.
We
realized
the
only
way
we
could
get
there
was
to
go
na9ve.”
“We
want
to
build
a
system
that
is
deeply
as
possible
integrated
into
every
device.
We
have
three
mobile
plaZorms:
mobile
Web,
Apple‘s
iOS,
Android.”
…but
Mobile
Web
s9ll
makes
up
55%
of
the
traffic
to
Facebook
20

21. So what does this
mean for HTML5?
! HTML5 is a great technology evolution for mobile web
! Hybrid apps (HTML5 code wrapped as native apps like
current Facebook for Android) can be developed using
HTML5 with a lower cost than native if you are willing to
compromise on speed and User Experience
! If you are not willing to compromise then native is the only
alternative for now if you want to deliver a great app
experience
! HTML5 will continue to improve rapidly but so will native
apps so therefore they will continue to evolve side by side
for at least another 3-5 years
21

22. mCommerce
mCommerce is much more than eCommerce on Mobile
22

23. mCommerce Trends &
Barriers
! With current growth rate mobile commerce will still represent a
small share of total web traffic by 2016
! 5 out of 6 barriers to mobile commerce are user experience related
23