How do you stay ahead of the pack in the mobile world inundated with new products, services, solutions on a daily basis? As business expectations increase manifold, how can mobile technologists play the role of a trusted steward for their clients, in carving out a successful mobile strategy? This prez focuses on an approach/framework to identify the right technology solution in a given context.

1. Navigating the mobile maze
Praveen Bohra

2. FUTURE OF
EXPERIENCES

3. 3

4. FUTURE BELONGS TO
MOBILITY

5. 5

6. 6
THE 2ND SCREEN BECOMES 1ST SCREEN

7. 7
THE 2ND SCREEN BECOMES 1ST SCREEN

8. 8
Tablets sales
surpassed PCs &
Notebooks sales
in < 3yrs

9. 9
ECOSYSTEM

10. MOBILE DEVICES WORLD

11. 11
Inconsistent
Geos
Too many sizes
Too much
fragmentation

12. MOBILE TECHNOLOGIES
WORLD

13. 13
iOSFlex
Wearables SDK
Sencha Touch
Windows 8
Appcelerator Titanium
Adobe PhoneGap
IBM Worklight
Android
Kony
HTML5
Backbone.js
Angular.jsApache Cordova
AntennaAmpChroma
SAP Syclo
Verivo
Convertigo
NetBiscuits
Sapient Relay JQuery Mobile
Xamarin
JQTouch
iWebKit
DHTMLX Touch
iBeacon
Digby
QualComm
Mobilize.js
BlackBerry
UsableNet

14. 14
EVOLVING SOLUTION APPROACHES…
Experiences
Cross-
Compilers
Wrapper
Native
Hybrid
RESS
Responsive
HTML5
Approaches
Technologies
App Web
?

15. 15
NATIVE APPS
A binary application which is compiled using the Native APIs and the native device runtime
Pros Cons
 User experience
 High performance
 High interactivity
 Access to device
capabilities
 Extensibility
 No reusability
 Multiplication of
efforts
 Specialist team
 Redistribution
 Version zoo
 Apps misuse access
Use Case
• High power performance, slick and glossy interactions
and rich graphics
• Highly integrated to the device
• Regular use and frequently accessing personal
information

16. 16
WRAPPER APP
Wrapper Apps use a standardized native shell which is available for several platforms (e.g. PhoneGap).
The shell defines a runtime environment for implementing UI and functionality using web technologies
(HTML, CSS, JS). It especially exposes device features by JS APIs. In contrast to a Hybrid App, the web
code is compiled into the App.
Pros Cons
 One code for all
platforms.
 No special skills
needed, web
developer can do
the
implementation.
 Device-specific adaptions and
workarounds
 Performance and memory
problems are common.
 Functionality is restricted to
what the shell has to offer (if
Passbook is e.g. not supported,
it can not be used).
 Heavy-weight apps
 Compromized user experience
Use Case
• Where budgets are constrained and rapid change is required
• Users will be resistant to installing app
• To reach broad base of devices/platforms

17. 17
CROSS-PLATFORM COMPILERS
To address the platform fragmentation problems, several technologies have been developed that allow to
compile one source code to native code for all supported platforms. The results are Native Apps.
Pros Cons
 One code for all platforms
 Easy to support newer
versions
 Proprietary technology
 Compromized user
experience
 Heavy-weight Apps
 Performance and memory
problems
 Restricted functionality due to
SDK
 Support for newer version
dependent on 3rd party
Use Case
• Unified experience where overall polish and finish doesn't need
to be native
• Frequently interacting with personal information
• Need to use 3rd party technologies for complete app

18. 18
MOBILE WEB
Web page / application which is run from the device web browser and has access to browser APIs
Pros Cons
 Standards based
 One code for all devices
 No special skills
 Fast updates
 Multi-Channel solutions
- RESS approach
 HTML5 functionalities
are available in latest
OS versions.
 Compromised user
expectations
 Limited access to
device
 Device browser
fragmentation
 Partly supported HTML5
features
 Performance and
memory problems
 No App store presense
Use Case
• Quickly accessible public information
• Where budgets are constrained and rapid change is
required
• Users will be resistant to installing app
• To reach broad base of devices/platforms

19. 19
RESPONSIVE WEB DESIGN
One design with a fluid layout is used for all devices. The page adapts itself on device
Pros Cons
• No additional server-side technology
• Robust solution. Support for new
devices.
• Fallback behavior available.
• Only one user flow over all channels
• Physical display size not available
(only viewport size).
• Complex code
• High CSS and JS overhead
• Performance might become an issue
• Additional latency as larger images
are scaled down in browser.
Use Case
• Same page is delivered to all devices.
• RWD uses modern browser features to adjust the site layout to the device
viewport. This does not happen automatically
• Often images are used in one size (largest target device) and scaled down on
client side
• RWD does not reduce or solve cross-browser or device problems

20. 20
ADAPTIVE WEB DESIGN
Each class of devices gets its own layout and flow. Device is detected on server and page gets adapted
before being delivered to device.
Pros Cons
 High quality pixel-accurate layouts possible.
 Handling of device specific bugs and
incompatibilities possible.
 Device gets optimized page and content. No
CSS/JS overhead, images scaled to device
before delivery. Fast page load time and
overall page performance.
 Easier to maintain because server-side
capabilities can be used
 Better classification of devices possible
 Adaptions in flow and layout to channel
possible
 High dependency on completeness and
quality of device database. No graceful
degradation
 Problems with browsers that don‘t deliver any
device id for detection.
 Layouts are normally pixel-accurate and
therefore inflexible
 Additional technology needed on server-side
(device database, rendering layer).
 Effort for new features or bug fixes in many
cases multiplies by number of channels.
Use Case
 Current device and browser are detected utilizing a device database
 A switch is implemented mapping the device to the corresponding channel
 Within a channel each page is adapted to a specific device or device group before delivery
 Pages can be delivered with a pixel accurate layout

21. 21
HYBRID APPS
A binary application using a 3rd party runtime able to accessing Native APIs including HTML5, Flash or
equally suitable runtimes.
Pros Cons
 Trade-off between user-
experience and cost.
 Evolutionary
enhancement based on
feedback
 Leverages Mobile Portal
 Fast changes without
redistribution.
 Look & feel gap between
native and web parts
 Additional effort on portal
side
 Native shell for all
supported platforms.
Use Case
• In a content rich application, gaming
• Unified experience where overall polish and finish doesn't need
to be native
• Frequently interacting with personal information
• Need to use 3rd party technologies for complete app

22. PRAGMATIC
SOLUTION APPROACH

23. 23
CLIENT Vs USERS CONSIDERATIONS
• Time and cost
effective
• Largest customer
base reach
• User
Experience
• Performance
Clients Users

24. 24
CHOOSING AN APPROACH
Mobile PortalNative App
+ Access to device capabilities
+ Changeability
+ Reusability
+ Standards based
+ Security
+ Technical flexibility
+ Marketing
+ Platform independent
Hybrid
App
+ User Experience

25. 25
BASIC DECISION TREE
Can we utilize a mobile portal?
HYBRID
APP
High customer
expectations
And/or
needs native capabilities
NATIVE
APP
HYBRID
APP
WRAPPER
APP
WEB
APP
Do I need the AppStore?
Can we utilize a
mobile portal?
YES
YES
YES
YES
NO
NO
NO
NO

26. 26
FEW OTHER CONSIDERATIONS
Mobile
Web
Web-
Wrapper
App
Cross-
Compile
App
Native
App
Small development budget
Very tight timeline
Robust full functional website
App store presence must
Multiple OS & Devices
Skill set of current team
Extensibility to external h/w
Lots of animation
In-store app
Performance
Features
Flexibility
Cost effective
Code reuse

27. 27
GUIDING PRINCIPLES
Adapt to
diversifying market
of mobile devices
Quick time
to market
Guiding Principles
for Mobile
Experience
Creation
Go beyond
mobile and multi-
channel to Omni-
Channel
Lower the
incremental cost
of software
creation

28. Let’s take the plunge
into ever evolving, innovating,
crowded & fast paced mobility space
to build great experiences
for our users

29. 29
…and also have lots of fun on the way!

30. © 2014 SAPIENT CORPORATION | CONFIDENTIAL
Thank You
praveen-bohra