Apps vs. Sites vs. Content - a vendor-agnostic view on building stuff for the mobile web
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My talk at D2WC 2011 on the state of mobile application and web development across a variety of technologies.
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Apps vs. Sites vs. Content - a vendor-agnostic view on building stuff for the mobile web
- 1. Apps vs Sites vs Content A vendor-agnostic view on building stu for the mobile web
- 2. What’s this all about? “A primer for managers, developers, business owners, architects on the mostly confusing world of mobile devices, mobile delivery platforms & the e orts involved in monetizing the stu you’re going to build or you’re going to spend in the year 2011”
- 3. What does that mean?
- 4. Agenda Back then and today Mobile Platforms How to code for mobile platforms e big decision: What are you building? Making money? e future - Tablet Wars?
- 5. Me (Disclaimer) Kai is... an Apple fanboi an Adobe fanboi somewhat of a Windows-disliker & interested in “weird” programming languages
- 7. Back then
- 14. How was it back then? J2ME was BIG Buying content was a pain in the neck Lots of individual “app stores” Installation and compatibility woes Huge device fragmentation “ e search for the killer app”
- 15. Today “ e web is dead” (Wired Magazine)
- 16. Variations “Mobile is the new standard” “Don’t design for desktop, design for mobile” “...to empower people through great so ware, any time, any place and on any device...” (*) e app revolution??? Really???
- 17. What changed it?
- 19. Success Apple believed in an innovative concept Apple had a delivery and payment system right there and ready to use Essentially: Apple was at the right place at the right time
- 20. Mobile Platforms
- 21. Apple iOS iPhone 1, 3G, 3GS, 4 iPad 1 and 2 iPod Touch iOS v1 to v4 are out in the wild, v5 beta Based on OS X Mach kernel Apple has and wants to keep full control
- 22. Google Android Various device vendors (HTC, Samsung, Motorola, LG etc) Google doesn’t focus on hardware Fragmentation Android is Open Source Based on Linux kernel Network operators and device vendors want full control
- 23. Symbian OS Consortium-driven (but really Nokia) 4+ flavours: s40, s60, UIQ, MOAP History: EPOC (a PDA OS) Free of charge to license Some degree of OS fragmentation Alive and kicking
- 25. “ ere's no chance that the iPhone is going to get any significant market share. No chance.”
- 26. Windows Mobile/Phone Traditionally various device vendors Pre WP 7: massive fragmentation Lack of strategy within Microso Best of breed of MSFT technology stack WP 7 prescribes exact hardware specs
- 27. Others Palm webOS (mainly Palm Pre) Nokia Maemo (R.I.P.) / MeeGo Limo Foundation RIM Blackberry OS
- 29. Lots of options
- 30. Native
- 31. Common themes IDE (Editor and/or interface builder) Compiler Device Emulator Q: How do you (beta-)test?
- 32. Coding for iOS For iOS 2+ XCode and iPhone SDK Mac only Objective-C (or C) based on Cocoa Well-supported but also well-controlled environment Ca. 90% iOS 4.x vs 10% iOS 3.x
- 33. Objective-C and C libraries Cocoa Touch Camera, Accelerometer, Image Picker, Multi-Touch ... Media PDF, Video Player, Quartz, CoreAnimation ... Core Services NET, File Access, SQLite ... Core OS File System, Security, Mach, BSD C libraries
- 34. Coding for Android Java - but there’s no JVM: Dalvik VM Android SDK, usually in Eclipse SDK per sub-release (usually) Variety of APIs, can become tricky due to device and hardware fragmentation and OS versions/API levels in the wild
- 37. Coding for SymbianOS Majority: C++, Java or Python Nokia-provided SDKs Issue with OS flavour fragmentation Many di erent hardware profiles around
- 38. Coding for WP 7 Visual Studio 2010 Express for WP Expression Blend for WP C# and VB.NET (the latter not for free) XAML, Silverlight and XNA Promising due to deal with Nokia Goes well with MSFT stack
- 39. Application Object (Windows Phone 7 specific APIs) Silverlight (Presentation and Media) XNA (Game development) Common Base Class Library
- 40. Coding for RIM Java and custom APIs (Adobe AIR) Prop. tooling (rather complicated) Non-trivial deployment mechanisms Clever move: Android sandbox
- 41. Web
- 42. History iOS 1 just allowed custom web apps “Make or break” (or jailbreak) e limitations of iOS 1 are what caused Ajax-based mobile web apps to become successful.
- 43. Coding mobile JS apps Leverage HTML(5), JS, CSS jqTouch, JQuery Mobile, SenchaTouch Variety of CSS libs to create native look & feels WebKit - used on all major platforms WebStorage API / LocalStorage API GeoLocation API / Caching
- 44. Cross-Platform
- 45. Coding with Flash/AIR By design cross-platform Flash CS5/5.5 to iOS packager (export tool) Flash Player 10.x & AIR 2.7 on Android AIR is one of the major dev platforms on RIM’s playbook tablet Flex for mobile: v 4.5.1 (just released)
- 46. Flash Player on devices Depending on the device: 10 / 10.1 / 10.2 Molehill (3D) will finally come to mobile Game development! Leveraging lots of existing libs and code
- 47. AIR on devices AIR 2.x: first release of AIR for devices Now at 2.7 -> even on iOS Apps install as native apps and can be sold through app stores
- 48. Recent Example Flash-based game engine built on Flixel 1 hr to make it work iPad 2 - 20-25 fps iPhone 4 - 5-7 fps Google Nexus One - 10-12 fps
- 49. Recent Example Flash-based game engine built on Flixel A er about 6 hrs of optimisation iPad 2 - 30 fps iPhone 4 - ca. 20 fps Google Nexus One - ca. 20 fps
- 50. Coding with Titanium Similar idea as Flash Platform Code in JS, compile to native app Support for Android and iOS
- 51. Coding with PhoneGap Build app in HTML/CSS/JS iOS, Android, BlackBerry, Palm, Symbian Requires underlying SDKs installed
- 52. What to build?
- 53. I don’t know!
- 54. But here are some ideas Mobile presence? Better visibility through app stores? Features? Monetization of your solution by selling? What are your target users? WHERE are your target users?
- 55. Content
- 56. How to deliver content? Again - need to monetize by selling “things” or maybe a subscription model? Text/Images on websites PDF documents Interactive Magazines (for instance via Adobe’s Digital Publishing suite)
- 57. Making money
- 58. AppStores It’s unlikely that you’re going to become rich. Not impossible though. General concept: Build Get into platform’s dev program and get approval for your app Sell under a revenue sharing model
- 59. General rules Some stores have requirement docs for approval Unstable apps, links to competition’s stores, objectionable (porn) content, racist and discriminating content are usually not approved Investigate the rules before you code!
- 60. Some numbers iTunes AppStore 2010 - 2.5+ billion turnover Prediction for 2013 6+ billion for iTunes AppStore 17+ billion for all major platforms
- 61. More numbers iTunes AppStore: 340k+ apps Nokia Ovi Store: 30k apps (+10k WP7) Android Market: around 200k apps Android Market has a huge momentum though as the platform is growing
- 62. App Pricing Avg purchase price: US$ 4.03 Avg selling price of top 100: US$ 2.14 45% of all apps are US$ 0.99 19% US$ 1-2 just 9% are US$ 7+
- 63. Revenue Sharing Common model: 70/30 split BB AppWorld is di erent - concept of individual kiosks: 80/20 but then the kiosk owner also keeps a certain share Interesting question: What’s the future gonna be re the revenue sharing?
- 64. Pricing and legal stu Apple: US$ 0 or US$ 0.99 - US$ 999 MSFT: US$ 0 or US$ 0.99 - US$ 499 Android: US$ 0 or US$ 0.99 - US$ 200 Devs usually hardly have any rights Having to agree to overseas legal t&cs
- 65. In the Future
- 68. e tablet wars of 2011 iPad -> iPad2 About 35-40 new Android tablets announced for 2011 RIM Playbook
- 69. Android for the masses
- 71. What could cause Android to fail?
- 72. Android #fail? Stupid handset manufacturers Even more stupid network operators Device fragmentation Google is actively working on this - there’s a shi towards less openness and more control with Android
- 73. My recommendation Try to leverage your existing skills Don’t focus on one single platform Do not discard cross-platform development because “it’s not native”.
- 74. at’s it! Finito! Go home and build stu !