Mobile Trends & Innovations: What Your Business Needs To Know
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Mobile Trends & Innovations: What Your Business Needs To Know
- 1. Mobile Trends & Innovations: What Your Business Needs To Know 3/9/2011 1 Doug Brashear
- 2. Introducing… Doug Brashear, Director of the NavigationArts Mobile Practice 3/9/2011 2 NavigationArts is a professional consulting firm providing expert services in web, application design, and development. We apply the strategies and tools of user experience design to optimize the usability and value of our clients’ online and mobile enterprises. If you have a question during the webinar, feel free to use the GoToWebinar question feature or tweet your question with hash tag #NAM (NavigationArts Mobile)
- 4. Mobile for Your Organization
- 5. Mobile User Experience Trends
- 7. 3/9/2011 5 Mobile as Part of a Multi-channel Marketing Strategy
- 8. 3/9/2011 6 How Far Have We Come?
- 9. 3/9/2011 7 Since Q4 2010, Smartphones + Tablets > Total PC Shipments Source: Morgan Stanley Research via Mary Meeker & Matt Murphy, KPCB, Feb. 2011
- 10. 3/9/2011 8 Global Mobile Internet Use to Surpass Desktop Use Source: Morgan Stanley Research, Mary Meeker, Feb. 2010
- 11. 3/9/2011 9 Clear Contenders for Smartphone Market Share
- 12. 3/9/2011 10 Average User Day Involves Many Mobile Activities Source: AppsFire (1/11) via Mary Meeker & Matt Murphy, KPCB, Feb. 2011
- 13. 3/9/2011 11 Mobile for Your Organization
- 14. 3/9/2011 12 Is Mobile Right for My Organization?
- 15. 3/9/2011 13 What are my options?
- 16. The Pathway to “Mobile Maturity” 3/9/2011 14
- 17. 3/9/2011 15 Where do I start?
- 18. How long do mobile projects take? 3/9/2011 16
- 19. What makes mobile projects different? 3/9/2011 17
- 20. 3/9/2011 18 Current Mobile UX Trends
- 22. Trends are often universal
- 23. Can be industry- and domain-specific
- 24. Technology innovation drives the user experience
- 26. Enabled by better/faster network access
- 27. Any time, any device access
- 28. Many involve retaining the data locally as well
- 30. Dedicated map apps & mobile sites
- 31. Location awareness in many other types of apps
- 32. GPS data access from within browser
- 34. Voice messaging
- 36. Shopping by image (Amazon)
- 40. Mobile webpage “side-steps” for apps (e.g. AARP)
- 41. 3rd Party services (e.g. PayPal, Amazon Payments)
- 42. Accessory-assisted (Square, Incase card reader)
- 44. One device acting as the storage, another used to consume the content (e.g. set-top box streamed to device like Sling)
- 47. Commonly done via Bluetooth or Wi-Fi
- 48. Single device, multiple screens
- 50. Interstitials
- 51. In-stream
- 52. Interactive
- 53. SMS / MMS
- 56. No real data structure standards right now
- 57. Data and service quality issues
- 61. Increased adoption = more incentive for manufacturers
- 63. iPhone ships without a manual
- 64. Self-discovery
- 67. Interlinking and consolidation of disparate services (e.g. Google’s 2011 strategic goals: SoLoMo)
- 68. Forrester comments: more from big players & greater integration, with new entrants will struggle to gain tractionLeading Brands &Mobile Offerings +
- 70. A-GPS (cell tower triangulation) too inaccurate
- 71. Wi-fi based system (Awiloc)http://bit.ly/hSlvvxhttp://engt.co/e9bZSK
- 74. Apple job postings point to internal efforts around mapshttp://bit.ly/gUF9Ul
- 76. Apple hired a pre-eminent wearable computing expert in March 2010http://nyti.ms/abV4p9AR Data Source At-a-Glance Display Recognition of Movements = + + Microsoft Kinect Yelp Monocle Virtual Retinal Display (VRD)
- 77. 3/9/2011 39
- 78. 3/9/2011 40 Some Final Thoughts
- 80. Mobile requires an ongoing commitment
- 81. Forget what you thought you knew
- 82. Don’t be afraid to try things
- 83. Test early and often
- 86. Thank You! Contact us: Doug Brashear: dbrashear@navigationarts.com Speak with one of our business consultants: 703.584.8935 Sales@navigationarts.com Connect with us: Follow us on Twitter: @NavigationArts Like us on Facebook Subscribe to our monthly Insight newsletter: http://www.navigationarts.com/newsletter 3/9/2011 43
Notas del editor
- At the end of this we want you to understand that mobile can’t be ignored, a range of possible solutions exists, and there are many opportunities for crafting engaging user experiences
- Add visual
- Users being able to interact with your brand or organization where they are, when they are, via a highly portable device (and its related accessories)
- The usable mobile web has existed for around 10 yearsPre-2005 devices were very limited in their capabilities, and the user experience sufferedBlackberry devices and the Palm/Handspring Treo were some of the first true smartphones (in the US, at least)…limited by the software available and mobile-viewable web contentJan. 2007 launch of the iPhone, and subsequent Apple innovations, represented a “watershed moment” for mobileiPhone (and its imitators) so successful, among other reasons, because of the user experience
- Why is mobile so important? Now, more than ever – as demonstrated by this graph – businesses need to not only think about mobile but also spring to action or otherwise miss out. The opportunities in mobile are great… since the fourth quarter of 2010, the number of smartphones and tablets are greater than the total personal computer purchases.
- Your desktop website may become less relevant than your mobile offerings
- Increase in 3G/4G subscribers as well as the unlimited data plan subscribers (Deleted this slide – too many charts)
- Already seen the staggering stats around global adoption of mobile technologies…BUT…what about from a business’ perspective?
- Mobile ecosystemAvoid “putting all your eggs in one basket”Multiple mobile solutions should be leveraged to give users the best, most focused experience at any given timeAn ecosystem of multiple complementary mobile offerings can be one way of accommodating the disparate needs of global customersNot every user will need/use every offeringPurpose-specific solutions help to prevent “feature bloat” and keep each solution focused and simpleThe ecosystem needs to be envisioned at the start to ensure that connections are “stubbed out” (figuratively speaking)
- Some recommendations push an app focus, others stress the mobile web (consider the source of the information)Generally speaking, significant use of apps and the mobile webDo what is best for yourorganization, budget and timeframe
- User engagement/experience vs. TTM
- speak to the most important part… “mobile considerations: context, features, device capabilities, interactions”User: the need, the motivation, the mood, ageContext: culture, security, transportation, location, taskDevice: usability, connectivity, performance, available memorySoftware: usability, content support, functionality, simplicityConnection: availability, cost, speed trustContents: value, discovery, immediacy, usability
- Define “UX” as user experience
- Trends are universal not specifically identified as phone and/or tablet, but most are common to both
- Cloud = data exists and processing done elsewhereIncreased network coverage means users are more accepting of data not residing solely on the deviceAccess from anywhere, any device, any time a big plusMany cloud-based services (e.g. PIM, email, social networking)Many involve having local copies that are automatically sync’d with the cloud (e.g. Dropbox)HTML5, for example, is necessary for enabling caching on the handset, so that users will experience uninterrupted service levels despite fluctuations in network service delivery. 4G mobile networks, like LTE and WiMAX, are fundamental for supporting large-scale mobile cloud deployment. Mobile cloud computing can give mobile device users a number of advantages. Company users are able to share resources and applications without a high level of capital expenditure on hardware and software resources. Due to the nature of cloud applications, users do not need to have highly technical hardware to use applications as complex computing operations are run within the cloud. This lessens the cost of mobile computing to the client. End users will see a plethora of unique features enhancing their phones because of mobile cloud computing. A few examples of such applications can be seen to emerge such as applications that give users the ability to watch home security systems and others which allow users to create location based social networks.
- Dedicated map apps & mobile sites (Google, MapQuest, Apple?)Location awareness within many other types of appsMap applications Phone-based GPS (TomTom, Garmin & free)GPS data access from within browser For iOS apps (at least), initial permission to use location requiredIn mobile Safari, permission required per location request
- Deleted Financial Management & Banking Slide – too repetitious… feel free to mention these examples with Picture-As-Proof trend:Need for service may overcome the need for high-quality experiences (e.g. Bank of America)Can be very different between industrial vs. developing nationsCommon consumer account servicesPortfolio management & trading (eTrade, Fidelity)Mobile webpage “side-steps” for apps with eCommerce
- …and the interfaces that make it happen (need to visually indicate a hardware “handshake”)Commonly done via Bluetooth or wi-fiSingle device, multiple screens (e.g. Sony LiveView “microdisplay” for Android phones)One-way vs. two-way interaction (e.g. AVRCP)Apple has restricted access to the Bluetooth stack, though wi-fi is an alternative (e.g. eWallet sync’ing of secured information)
- In-app or in-siteAdMob (and other) bannersiAd (though not as popular as anticipated)Audio ads (e.g. Pandora, other streaming radio)Video ads (e.g. Pandora, Vevo)General SMSProximity advertising using SMS and Bluetooth
- A little ahead of its timeAR networks not sufficiently populated with content to be universally usefulData and service quality issuesStill, something to watch, especially given importance of location and geographic wayfinding for travel, lodging & related services
- Consider the adoption of Bluetooth, for example: delayed by the changing standards, the willingness of manufacturers to embrace it and consumers to purchase products…now, it’s everywhereThe adoption timeline is getting faster because of the critical mass around mobile technology and other factorsIncreased adoption provides more incentive for manufacturers to innovateWith each innovation in hardware or communications technology there is generally a user experience accompanying it (e.g. for configuring related settings, for utilizing the technology, or impacts to the capabilities of software utilizing the technology)
- Compared to the history of personal computing, mobile (and most importantly the new, post iPhone launch of mobile) is relatively new Mobile user experience paradigms still require significant labeling/”signage” to indicate interactivity to usersAs mobile paradigms become accepted patterns, less labeling and explicit guidance will be needed
- Digital publishing on touch devices brings new capabilitiesInteractivity is popping up in places not expected by usersPopular Science magazine app, Alice in Wonderland iBook
- GPS signals cannot penetrate well into buildings, certainly cannot recognize the floor you’re onA-GPS (cell tower triangulation) too inaccurate to be useful in interior spacesWi-fi based system (Awiloc) successfully implemented at Fraunhofer IIS and other locationshttp://bit.ly/hSlvvxhttp://engt.co/e9bZSKShopKick’s proprietary systemhttp://bit.ly/bLYDu8Possible side-use of NFC chip sensing
- Apple will likely replace 3rd party apps/services with their own when there is a perceived competitive risk (e.g. Google rolling out advanced map features like 3D maps, free voice navigation and embedded Latitude features to Android-only) Apple job postings point to internal efforts around mapshttp://bit.ly/gUF9UlApple patent on iOS-based travel-related apphttp://bit.ly/bXySP1Reminiscent of supply chain synergies seen in other industries
- Forget what you thought you knew: mobile is a new space, and failed modes of interaction from the past should not be instantly dismissed…for example:Tablets failed before Apple released the iPadBefore Kayak nobody used “sliders”“Walled garden” mobile web experiences were disliked by mobile web users before pinch/zoom browsers, because they were seen as limitingDon’t be afraid to try things, test early and often, and embrace the feedback/ratings you’ll get from your users (as responding to it is yet another example of how you care about them)Leverage known data structures & interaction patterns where appropriate and refine from thereUnless there’s a value-add, avoid features that users have easier access to in focused apps or are standard for the OS
- QUESTIONS