Christian Aaen, Ciklum's VP Services, presents the main mobile apps trends from the "shop floor" perspective and shares successful mobile development case studies from the nearshore. The presentation was used at Ciklum Seminar "Innovative Mobile Solutions and Successful Case Studies From the Nearshore" that took place in Munich, on March 22, 2012.

1. WHAT IS HAPPENING IN THE
‘APP FACTORY’
MOBILE EXPERIENCE AND CASE STUDIES
MUNICH, MARCH 22, 2012
CHRISTIAN AAEN

2. 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)

3. 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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4. A PERSPECTIVE FROM THE ‘SHOP FLOOR’
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5. 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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6. A GLANCE AT THE PAST: Q4 2011
Native development (Objective-C, HTML5, mobile web, PhoneGap
Java, etc.) • Needs HTML5 and JavaScript
• Targeted for the only platform knowledge
• Needs programming knowledge and • Lack of professional, experienced
experience developers using JavaScript mobile
• (All best apps are native apps!) frameworks
• Slower and less polished apps than
native ones
Platforms like Netbuiscuits, Mobile builders like BiznessApps,
Titanium, Marmelade, S2M etc. MobileRoadie, etc.
• Need some time to learn the • Produce native apps
platform • Targeted for application categories:
• Multiplatform development like RSS reader, e-shop, etc.
• There are some restrictions of the • Suitable only for really simple apps
platform
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7. WHAT IS ACTUALLY HAPPENING
ON THE ‘SHOP’ FLOOR
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8. THE PROMISE OF THE MAGIC WAND
IN MOBILE
• 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
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9. ‘SHOP’ FLOOR - RETROSPECTIVE
• 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 ...
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10. CASES
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11. 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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12. CASE: DELL MOBILE
• Pure HTML5
• Working ... But …
• really slow
• ... And buggy
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13. HOMEWORK + PEOPLE + PROCESS
=
SUCCESSFUL IDEAS TO APPS(TORE)
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14. HOMEWORK: UNDERSTAND THE
BEHAVIORAL PATTERN OF YOUR SEGMENT
Hourly distribution
of searches by platform
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 Source: Google Internal data, Global, Oct 2011
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15. 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

16. 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
*Source: Google UK
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17. 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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18. PROCESS: PREPARE TO ADAPT TO
CONTINIOUS CHANGES
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19. TYPICAL PROJECT EVOLUTION,
ILLUSTRATED A.
Project Evolution
A.Requirements Captured
B.
B.WireFrames
C.Project specification
D.Intermediary Versions
E.Final delivery
C.
D.
E.

20. WE’VE DONE THIS FOR A COUPLE OF
COMPANIES/BRANDS
Printemps LILLY A/S Tryg • 8 year+ mobile expertise
• Experience with all platforms
• Hundreds of projects
• Thousands of individual builds
delivered
Energy Intelligence
Yelp.com
CNN CocaCola
Maggi
HeatMapz Carlsberg Øl
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21. Q&A
Thank You!
I would be happy to
answer Questions?
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