This is a talk Jonny Schneider and I gave as part of the Thoughtworks Quarterly Technology Briefing, on various aspects of mobile strategy and delivery.

1. Topic for the next few slides
‘Name of referenced work’, Author/source/URL, date.

2. ›❯ Technology has changed
›❯ We behave differently
›❯ Creating better mobile products
›❯ Building mobile apps

3. ›❯ Technology has changed
›❯ We behave differently
›❯ Creating better mobile products
›❯ Building mobile apps

4. First, a note about stats.
We’re using local research
wherever possible
US market and mobile trends
are similar to Australia
http://www.flickr.com/photos/avlxyz/308574017

5. Technology, people and time
100%
90%
80%
ELECTRICITY COLOR TV
60%
AUTOMOBILE INTERNET
40%
MOBILE PHONE
TELEPHONE AIR-CONDITIONING
20%
REFRIGERATOR
COMPUTER
0
1900 1915 1930 1945 1960 1975 1990 2005
http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html

6. Technology, people and time
100%
90%
80%
ELECTRICITY COLOR TV
60%
AUTOMOBILE INTERNET
40%
MOBILE PHONE
TELEPHONE AIR-CONDITIONING
20%
REFRIGERATOR
COMPUTER
0
1900 1915 1930 1945 1960 1975 1990 2005
50 YEARS
70 YEARS
80 YEARS
http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html

7. Technology, people and time
100%
90%
80%
ELECTRICITY COLOR TV
60%
AUTOMOBILE INTERNET
40%
MOBILE PHONE
TELEPHONE AIR-CONDITIONING
20%
REFRIGERATOR
COMPUTER
0
1900 1915 1930 1945 1960 1975 1990 2005
20 YEARS
50 YEARS
70 YEARS 30 YEARS
80 YEARS
http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html

8. Internet adoption over time (percentage American adults)
80
60
40
20
0
‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11
Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx

9. Internet adoption over time (percentage American adults)
80
82% of Australian adults
60
online in 2012
40
20
0
‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11
The Australian Online Consumer Landscape Report, Nielsen 2012.

10. Adult gadget ownership over time
90
75
60 Desktop PC
Laptop
45 Mobile Phone
Tablet
30
15
0
Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12
Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx

11. In Australia...
90
75
110% mobile device penetration
60 Desktop PC
52% of those are smartphones Laptop
45 Mobile Phone
18% tablet ownership Tablet
30
15
0
Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12
Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dq
Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli
The Australian Online Consumer Landscape Report, Nielsen 2012.

12. AMPS GSM 3G UMTS
Analogue 2G/WAP/WML/i-mode NextG
Motorola
Telecom ‘Walkabout’
Motorola RAZR
Brick
Nokia 5110 HTC Dream
(1st Android)
Palm Treo
iPhone 3
SMS is born
1st mobile
web browsers
Predictive
1st WebKit
Text
browser
iPad 1
‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11
Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites

13. So What?
http://www.flickr.com/photos/jakecaptive/3205277810

14. ›❯ Technology has changed
›❯ We behave differently
›❯ Creating better mobile products
›❯ Building mobile apps

15. “...we tend to place the
emphasis on
the technologies
themselves, when it is
really the social impact
and cultural change that
will be most dramatic.”
Don Norman, 1998
mitpress.mit.edu/books/norvh/chapter1.html

16. What is the most radical,
innovative mobile device
released in the last few years?
Vodafone 150
$10 - $15

17. Population Density
http://na.unep.net/globalpop/africa/Appendix_6e.html

18. Access to electricity
http://apod.nasa.gov/apod/ap081005.html

19. GSM Network Coverage
http://apod.nasa.gov/apod/ap081005.html

20. What does it mean for
information sharing?
RapidFTR

21. We behave differently
Yesterday,
We went go to the computer to use internet

22. We behave differently
Today,
We access the internet any place, any time.

23. Use of the mobile phone for different purposes
100
80
60
2009
40 2010
2011
20
0
Voice
SMS
Entertainment
Visit web
Search
Banking
Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli

24. ‘Just in time’ information
86% of smartphone owners access
information just-in-time...
41% coordinate a meet-up
35% solve an unexpected problem
20% get a up-to-the-minute
transport info
Pew Research, 2012. http://pewinternet.org/Reports/2012/Just-in-time/

25. ‘Just in time’ information
In Australia...
55% accessed maps/location/traffic
34% use mobile search daily
39% restaurant or cafe info
Australian Mobile Phone Lifestyle Index, 2011. http://www.aimia.com.au/ampli

26. What does it mean for payments?
http://www.flickr.com/photos/martinhoward/2709364519

27. What does it mean for payments?

28. What does it mean for payments?
http://www.flickr.com/photos/deerkoski/7178643521

29. 20-25% of GDP
paid via SMS
http://collections.europarchive.org/tna/20081202180014/

30. What does it mean for retail?
50% of smartphone owners use
their device in-store to help
make purchasing decisions

31. ›❯ Technology has changed
›❯ We behave differently
›❯ Creating better mobile products
›❯ Building mobile apps

32. What does success look like?
2007 A dedicated mobile website
2010 Native iOS and Android apps
2012 Integrated mobile experience
2014 ???

33. Post-mobile world
Integrated with life
Opportunistic interactions
Everything is ‘smart’ and
all things are connected
http://g.co/projectglass

34. Remember the first
10 years of radio?

35. Remember the first
10 years of television?
http://en.wikipedia.org/wiki/Television

36. Remember the first
10 years of the web?
http://www.icehousedesigns.com/webarchive/images/flshbk_COLLAGE2.gif

37. We’ve been saying ‘do less’
(on mobile) for a long time
‘Graceful Degradation’
‘Content or feature discrimination’
Big assumptions about customer needs

38. An example from banking
‘full version’ mobile version
Content
Product info ★ ★
Exchange rates ★
Interest rates ★
Product disclosure statements ★
Forms & documents ★
Features
check account balance ★ ★
transfer funds ★ ★
pay a bill with BPAY ★ ★
schedule a future transfer ★
Change daily limits ★
Update mailing address ★

39. Customers want to do more on mobile
Mobile Internet Users Desktop Internet Users
Mobile Majority is very close
2007 2008 2009 2010 2011 2012 2013 2014 2015
Morgan Stanley Associates Internet Trends (2010)

40. A good start...
‘Progressive Enhancement’
Mobile first, content first
Feature parity

41. An example
‘full version’ mobile version
Content
Your bags ★ ★
People ★ ★
Notifications ★ ★
Blog ★ ★
Help ★ ★
Features
Create a new bag ★ ★
Edit existing bag ★ ★
Explore ★ ★
Search Bagcheck ★ ★
Create new discussion ★ ★
Comment ★ ★

42. What if that version of the unicorn
isn’t helpful for me right now?
Adaptation (usually) only deals
with the interface not the content
http://commons.wikimedia.org/wiki/File:Jednoro%C5%BCec.svg

43. Responsive content
Adapt content as well as features
Portability and consistency
Create Once, Publish Everywhere
http://www.flickr.com/photos/tomazstolfa/4845875443/

44. An example
browse, discover
and decide
Ingredients list
Step-by-step cooking
instructions

45. Seamless experiences
Customers choose when and how
they interact with your brand
Make it easy for them

46. Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies

47. AirBNB: getting it wrong.
http://www.flickr.com/photos/thewolf/5812767917

48. REA: Getting it right.
‘Name of referenced work’, Author/source/URL, date.

49. ‘Name of referenced work’, Author/source/URL, date.

50. ‘Name of referenced work’, Author/source/URL, date.

51. Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies

52. An ecosystem of screens
and physical interfaces

53. Consumers expect a
continuous experience

54. Call Centre Retail
Legacy Thing Message Hub
Database Mainframe
Some expensive and proprietary system
‘Name of referenced work’, Author/source/URL, date.

55. ›❯ Technology has changed
›❯ We behave differently
›❯ Creating better mobile products
›❯ Building mobile apps

56. Different mobile platforms

57. Native or Web?

58. Native or Web?
In the app store
Objective C and Java
Lowest barrier to a
great experience

59. Native or Web?
Distribute through
the browser
HTML, CSS, Javascript
Some reuse across platforms

60. or

61. Instagram Jump-in The Guardian Democracy Now!
NATIVE HYBRID WEB
LinkedIn Facebook BBC Olympics
using PhoneGap

62. How should you build your app?
User Experience Platform Coverage
http://www.flickr.com/photos/raeallen/200891658

63. User Experience
Platform Coverage

64. User Experience
Laser
Platform Coverage

65. User Experience
Cover your
bases
Platform Coverage

66. Don’t lock yourself into
doing everything natively or
everything using the web
and

67. Sharing between platforms
Shared logic using Javascript
Shared presentation using HTML/CSS

68. User Interface Client Logic
iPhone Objective C Objective C
Mobile
Web HTML / CSS Javascript
What would we do differently?

69. User Interface Client Logic
Calatrava
Objective C Objective C
HTML / CSS Javascript
A bridge between native and web

70. Calatrava
Technology choice per feature
More an approach than a framework
Will soon be open source
http://en.wikipedia.org/wiki/Puente_del_Alamillo

71. But the app is just the
tip of the iceberg

72. App Backend

73. App API Backend

74. How do we build simpler apps
and smarter backends?
App API Backend
Product-aligned teams
RESTful web services
Serving data and style

75. ›❯ Technology has changed
›❯ We behave differently
›❯ Creating better mobile products
›❯ Building mobile apps

76. Focus on customer behaviour
before technology

77. Do more, not less
for mobile

78. Break large systems into smaller,
faster moving components so you
can better respond to change

79. Whatever you do, use short iterations,
measure and learn quickly.

80. “Nulla facilisi. Phasellus mollis nibh eget Thank you
tortor cursus congue. Vivamus velit tortor,
sodales sed feugiat in, gravida eu turpis.
Jonny Schneider Stewart Gleadow
Pellentesque quis neque at libero malesuada
jschneid@thoughtworks.com sgleadow@thoughtworks.com
tincidunt a in risus. Maecenas.”
@jonnyschneider @stewgleadow
0418 690 519 0421 634 361
A. Person, 2011
‘Name of referenced work’, Author/source/URL, date.

81. Tell us what you think
Thank you
feedback.thoughtworks.com
http://bit.ly/qtbtw
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‘Name of referenced work’, Author/source/URL, date.