The document discusses the development of a mobile app called Mobzilla. It provides an overview of different mobile app development approaches including native, mobile web, and hybrid approaches. It analyzes the tradeoffs of each approach and discusses trends in responsive design and using HTML5 for cross-platform mobile development. Frameworks for hybrid development like Titanium, PhoneGap and others are also mentioned. The document aims to help decide the best strategy for the Mobzilla app development project.
3. We help companies and brands to:
> develop their mobile strategy
> translate the strategy into mobile products or services
> manage the development and implementation
> evaluate the results on selected KPI’s
We work across different markets and are headquartered in
Brussels.
The three founders are veterans from the advertising and the
ICT industry.
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4. Patrice Kerremans Edwin Speckamp Wim Vermeulen
Chief Technology Momad Chief Operations Momad Chief Creative Momad
Patrice Kerremans has 15 years of experience Edwin Speckamp has 20 years of experience in Wim Vermeulen has 20 years of experience
in technology. His past roles include project project management. As experienced Project in advertising. He started in traditional
manager, scrum master, team lead, application Manager he successfully held full advertising at Y&R and Lowe to move to
architect, technical lead, and developer. He responsibility for scope, schedule, cost and Netitbe when the internet broke. Next, he
worked at Netitbe, IBM, CM, Electrabel, Axa quality for projects mainly in internet/web- managed OgilvyInteractive in Brussels to
bank, Cyber Trust and recently lead the launch based solutions, with focus on content move to Eastern Europe and Russia as
of the mobile sites of De Tijd/l’Echo. He management and document management. He Digital Director for the Ogilvy Group. He
studied Advanced Mathematics. also has held full management responsibility
recently lead the global online launch of
for a group of 20 technical consultants. He
worked for Oracle, Netitbe, IBM, CM, Banksys the Avril Lavigne fragrance for P&G. He is
and Eurocontrol. He recently lead the an international speaker on social media
introduction of a document management and mobile internet. He studied Political
platform at CM. He studied Computer Science. Science and Communication Science.
Creating for the Fourth Screen
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8. The business objective
Create a hyper-local mobile deal revenue stream for GVA
Raise the barrier to entry for market entrants
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15. iOS Android BlackBerry OS
Symbian OS Windows Phone Other
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16. 2009
21% 4% 15%
iOS Android BlackBerry OS
51% 8% 1%
Symbian OS WinMo / Windows Phone Other
src http://www.mobilemarketingwatch.com/idc-android-to-overtake-symbian-ios-
as-europes-top-smartphone-platform-in-2011-11539/
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17. 2010
24% 23% 14%
iOS Android BlackBerry OS
34% 3% 2%
Symbian OS WinMo / Windows Phone Other
src http://www.mobilemarketingwatch.com/idc-android-to-overtake-symbian-ios-
as-europes-top-smartphone-platform-in-2011-11539/
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18. 2011/Q3
15% 52% 11%
iOS * Android BlackBerry OS
17% 1,5% 3,5%
Symbian OS WinMo / Windows Phone Other
*: the iPhone 4S effect is not in these gures.
src: http://www.examiner.com/technology-in-national/android-grabs-over-50-percent-of-smartphone-market-share-globally-gartner
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26. Usage statistics - UK
1. iOS 41,5%
2. BB OS 31,8%
3. Android 20,7%
4. Symbian 2,9%
src: http://gs.statcounter.com/#mobile_os-ww-monthly-201010-201110
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27. Conclusion
Rapidly shifting market
OSses and OS versions fragmentation
Lots of different browsers and browser
versions
Different screen sizes
Touch/Keyboard
Different markets have different
statistics
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33. Fred brooks: There is no single development, in either technology or
management technique, which by itself promises even one order-of-
magnitude improvement within a decade in productivity, in reliability,
in simplicity.
src: No Silver Bullet - Essence and Accident in Software Engineering
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36. Pure Native
+ Best performance - Can be harder to code
+ Native look and feel out of the box - One code base per platform*
+ Best access to special device features - Different people need to work on different
platform (organizational challenge)
+ Can use specic platform dependent
libraries - Heavy publishing process
+ Store - No generalized way to link to info within
app.
+ In-app purchases
- Blind spot for Google
* There are game engines that allow for real cross platform development.
But they have such specic UIs that they don’t need to bother “looking
native”
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38. Web Technology
+ Open to everyone, it’s a url - (arguably) worst performance
+ One code base for many devices - Limited access to special device features
+ Can be updated on the spot without need- Not allowed in AppStore (more difcult to
for user intervention discover / market)
+ Google can index it - No in-app purchases, no purchase model
built-in
* There are game engines that allow for real cross platform development.
But they have such specic UIs that they don’t need to bother “looking
native”
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54. Graceful Degradation
Providing an alternative version of your functionality
or making the user aware of shortcomings of a
product as a safety measure to ensure that the
product is usable.
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58. Progressive Enhancement
Starting with a baseline of usable functionality, then
increasing the richness of the user experience step by
step by testing for support for enhancements before
applying them.
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59. Examples
If CSS animations are supported, use them
If on iPhone use gradients for buttons
If javascript available, use ajax
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63. Why use HTML5?
Structure and Semantics
Audio/Video capabilities
Native graphics with Canvas
Ofine support
Location
And all this in a browser
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64. works on iPhone iOS4+ only in Mobile Safari http://360.io/PgpAR7
see http://gizmomodo.com/5715883/mobile-safari-and-iphone-4s-gyroscope-secretly-play-nice
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66. Hybrid
+ (Near) Native performance - dependency on framework
+ One code base for many devices - dependency on responsiveness of vendor
+ Same access to device features as native
+ Allowed in App Store
+ in-app and app purchases possible
+ (often) reuse existing technology
knowledge (e.g. html/css/js)
* There are game engines that allow for real cross platform development.
But they have such specic UIs that they don’t need to bother “looking
native”
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