This presentation given on the Mobilecamp Brussels event on 08/05/2010 makes the point that not everyone needs to develop a mobile app. There are plenty of other interaction possibilities with mobile users.

1. Mobile Interaction models, beyond the app Koen Delvaux Mobile Vikings

2. This presentation is only aimed at the lesser gods If you’re one of the big STARS, walk away now. We need you to conquer the world for us. For the rest of us: let’s see how we can realistically tackle mobile apps

3. Mobile Interaction models

4. Mobile Applications Think “cupcake” not “wedding cake” (cc Adaptive Path) “Less is more” “Less is more”

5. Mobile usage models Limited interaction time(30 seconds) Fun factor is more important than productivity Staying in touch No rational value perception Personalization is important More lean-back than forward (constant change of context)

6. Mobile internet is: notabout the web notabout the device notaboutapplications It’s about services Thatlive in the net Are availableonmultiple devices Caninteract to becomebetter It’s about services

7. LTAP = Location Time Activity Profile Interact in a given context

10. Example: Freshbooks (invoicing SaaS website) Application only does 1 thing: Timetracking Very simple, start/stop buttons I don’t need more on my mobileI don’t want more complexity

11. What will you (not) make?

12. So, you have a great idea for an app Nobody cares

13. Are we supposed to install anapp foreach FMCG company? (the internet doesn’t work this way)

14. Obviously not whatusers want

15. Follow your target audience What do they want to do? How can you help them? What is their idea of a nice mobile app? “ I don’t want the Pizza Hut finder app. Just show it to me in Google Maps”

16. Technology choice

17. App or web? It depends

18. Richness HTML 5 Flash Application stores Symbian Windows Mobile WEB JAVA WAP Reach

19. Yes, ride the app train (for now) Be smart Make the right platform choice (choose appstore) NOT technology based: look at your users Make sure you’re in it for the long run (updates) Consider Cross platform environments are emerging(e.g. Titanium Mobile) At least have a decent mobile website

20. Alternative for platform choice Write once, compile many times, (test many times) run on several platforms (with native UI elements)

21. Don’t write offwidget platforms

22. Although the promise is overdue…

23. … the model still remains valid www.gloweme.com by Citylive, 2007-2008 (now: used in South-Africa)

24. Development Approach

25. WRONG

26. Alternative process, step 1 Start with paper “Draw” your application (on a pic of a mobile) Show it to potential users User talks whilst he is looking, says what he is trying to do You flip to the next page when the user “clicks”

27. Alternative process, step 2 Walk out in the street Ask people to take a look Don’t show them, but give them the device Create a mockup on a device

28. Alternative process, step 3 Give it to users Let them guess what it does Let them suggest what they want it to do Take notes, this will beyour requirement spec Create a working prototype

29. Good example: Transistor iPhone radio app byThomas Byttebier (read his story on his blog)

30. Content

33. What will users pay for? Don’t expect people to keep paying €3 per app Saturation = price erosion Remember shareware? Dominant model will be in-app payment Allows for continuous up-selling Customer lifecycle value instead of a quick sale Virtual currencies will also be strong Try to play in someone’s virtual currency world

34. Paypal leads the way (now also available in Belgium)

35. Beyond the app

36. Are you sure you’re an app? Better be the necklace on the star Than a bad copy that nobody cares about this one is getting attention

37. How to be a necklace on a star? Integrate content Create an API The good old “mashup” Alternative interface on a service Flip page to see some examples

38. No app. They just made their bicycle tracks availablein Layar (=AR platform)

39. OK, this is an app (public transport in Brussels) Started by @emich without consent of the transportation company by screenscraping data. When they saw what was possible, an agreement was made and they opened up their database. Good move from MIVB!

40. It’s an app. But you can’t start itIt doesn’t have it’s own menu items or UI. It’s a plug-in for the camera application

41. BTW, this same app also does a nice“mashup” by directly publishingthe uploaded photo url to Twitter.

42. Even smarter. Nike didn’t do anything. Since their data is availablethrough a REST API, other users can make appsfor Nike+ The more apps, the more exposure for Nike.

43. With Mobile Vikings, we did the same thing. All user data is available through a (secured) APIHere is a home screen widget displaying credit

44. Call history is available. We did none of this, it’s all made by our users (they’re great!)

45. Voice call details. Learned us the importance of API throttling and controlled caching. We’re considering moving authentication to OAuth

46. Users already created apps for iPhone, Android, Samsung Widgets, Windows Mobile, Vista Sidebar gadgets and alternative web interfaces. BTW, this logo is also available on our website as an EPS file, so everyone has good quality artwork.

47. Summary context Think of the context users will interact in Make sure what you do matters for your users Apps are not always needed. Other models can be more successful (unless you’re a star) Keep an eye on multi-platform possibilities Never start with a spec, always start with paper Sharing and creating need to be at center stage Go for in-app money (virtual or real) matters for your users (unless you’re a star) multi-platform start with paper Sharing creating in-app money