Everything marketers and developers need to know ahead of the iOS 9 launch on 16th September. For a more in-depth look at iOs 9 check out our handbook here: http://www.somoglobal.com/blog/ios-9-white-paper/

2. Who is Somo?
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A full service connected devices solutions provider

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Innovation Lab

4. The mobile market

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Apple OS timeline
Pattern of major and minor updates
iOS 2
July
2008
iOS 3
June
2009
iOS 4
July
2010
iOS 5
October
2011
iOS 6
September
2012
iOS 7
June
2013
iOS 8
September
2014
iOS 1
September
2007
iOS 9
September
2015

6. iOS vs Android
UK penetration
Source:, comScore June 2015
53%
18.9 million people
Android
35%
12.6 million people
iOS
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UK ownership of iPhone handsets
iPhone 4
8%
iPhone 4S
16%
iPhone 5
5%
iPhone 5S
24%
iPhone 5C
15%
iPhone 6
16%
iPhone 6 Plus
3%
iPhone 6, 6 Plus - 19%
iPhone 5, 5S, 5C - 54%
iPhone 4, 4S - 24%

8. Younger
iPhone owners are younger than
the average smartphone owner;
they’re 1.4x more likely to be
between the ages of 13-34.
Female
iPhone owners are slightly more
likely to be female, with a 54:46
female to male split, compared
to a 50:50 split for smartphone
owners.
High earning
The household income for
iPhone owners is 1.2x more likely
to be above £35k (pre-tax).
£
Source: comScore MobiLens Plus, June 2015
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Demographics of UK iPhone owners

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Activities of UK iPhone owners
When compared to the average smartphone user
1.6x more likely to use
mobile payments in-
store at least once a
week
2x as likely to use video
call almost every day
1.6x as likely to check
credit card accounts
almost every day
1.5x as likely to share
photos almost every
day
1.5x more likely to
engage in group
shopping or ‘deal a
day’ services almost
every day

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iOS 8 uptake post launch
Source: Fiksu, Dec 14

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iOS vs Android
Source: Open Signal, Aug 15

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Android device fragmentation
Source: OpenSignal, Aug 15

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14. Proactive Assistant & Spotlight Search

15. Proactive assistant
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16. Spotlight Search
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Places nearby
In the news
Relevant people
Suggested apps

17. The death of search & apps?
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Disrupt commercial models
Nurture frequency & behaviour
Acquisition less of a focus

18. What’s your voice strategy?
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19. UX Implications

20. Multitasking?
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Research shows humans can’t actually
multitask
iOS9 is about switching seamlessly
Apple working towards a totally frictionless
experience with the hardware
Implications for the user experience

21. The new features
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Similar to older iOS app selectors
1/3 screen can be used for secondary apps
Available for iPad Mini 2, Mini 3, Air, Air2
Implications for the user experience
Uses mobile size UI views of apps

22. The new features
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iPad Air 2 and future iPad versions will have
the ability to split the screen further
Control of each window size is in the users
hands
Implications for the user experience
This will work well on larger screens

23. The new features
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Continuous video playback
Continue watching in thumbnail mode
Move the video to wherever suit the users
workflow best
Implications for the user experience

24. Threatening the desktop
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A new member of the iPad family aimed at
enterprise and education?
7-10” iPads dominate entertainment could
13” be right as a workhorse
App strategies can go further than ever
before
Implications for the user experience
Undertaking tasks that were previously
unsuitable for the small screen

25. Plugging the leaks
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Implications for the user experience
Could mean great things for engagement
metrics
No more out-of-sight out-of-mind.
Less distraction, easy to take action
Quick search or reply and return to the task
in view.
Working on multiple tasks reduces
friction

26. Constellations
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Implications for the user experience
Weaving apps together more seamlessly
than before
Big players have already moved to account
for this change
Expect to see constellations strategy
increase from here on

27. Picture in Picture
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Implications for the user experience
General video engagement should
increase
Opportunities in guidance, onboarding and
educating
Educators and publishers should benefit
greatly
No longer is a video an isolated
experience

28. Usability
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Implications for the user experience
Apple discourage off-canvas interactions
Native device already uses all 4 sides of the
UI off-canvas
Lots of apps moving away from
hamburger back to tab bar navigation
We need to be mindful of duplicating
native interactions in our apps

29. Optimising for iOS 9
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Implications for the user experience
All apps need to be optimized for
performance in iOS 9
Memory and CPU now need to be shared
Don’t be the app creating bad UX by
taking up too much processing power
Apps need to be lean to survive

30. Responsive UI
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Implications for the user experience
We don’t just share memory and CPU but
screen real estate too
We need to respond to any screen size the
user requires
Be prepared for this game changing
update

31. Audit & Analyse
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Implications for the user experience
All companies need to look at how to
respond to an update with this many
opportunities and challenges
Don’t be the app that slows everyone down
and affects their experience
Speed, performance, UX and UI

32. ASO & Ad Blocking

33. apps in the App Store Apps downloaded
every hour
Apps on the average
users device
Of smartphone users
browse & search for
apps in the App Store
1.5
million 850 119 40%
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Standing out in an overcrowded space

34. ASO is the process of optimising your app within the various app stores to maximise app
discovery and increase conversion to download
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What is App Store Optimisation?

35. ASO 1.0 to ASO 2.0
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Stay ahead of your competitors
3 key steps to ensure you’re top of the iOS 9 change
Get your app indexed Optimise to each platform Measure the uplift

37. Ad blocking: 101
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What does ad blocking actually mean

39. 1.
Not all ads will be blocked.
Native, pre-roll video and other
formats will still be shown. This will
inspire creativity and contextual
relevance for user experiences
2.
In iOS 9, ad blocking will only be
applied to Safari browsing
3.
Publishers and developers begin
to think about other
monetization strategies
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3 things to consider

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Giving consumers a choice
Enhanced transparency and control over advertising on mobile devices

41. • Focus on mobile apps and developers
to utilise their ad formats
• Explore native advertising
• Target the right ads to right users
• Consider international expansion and
emerging markets
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Top tips to navigate the ad blocking waters

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Apple announcements

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52. @somoglobal
somoglobal.com