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WHAT IS HAPPENING IN THE
‘APP FACTORY’
MOBILE EXPERIENCE AND CASE STUDIES
MUNICH, MARCH 22, 2012
CHRISTIAN AAEN
INTRODUCTION:
CIKLUM SERVICE & CONSULTING



    a) Client Satisfaction & Service Mgmt (160+
       team clients)
    b) Team productivity (1600+ developers)
    c) VAS around the core team – Short-term
       Projects, Peak, Consulting (170+ dedicated
       employees)
AGENDA
1. A Perspective From The Shop Floor
2. Cases
3. Homework + People + Process = Successful Ideas To
   Apps(tore)
4. Q&A




                                                       3
A PERSPECTIVE FROM THE ‘SHOP FLOOR’




                                      4
A GLANCE AT THE PAST: Q3 2010
Cross-Platform Development                           Porting
                                      •The same operating system
                                      •The same development tools




•Different Platforms
•Different Operating Systems
•Different Development Environments




                                                                    5
A GLANCE AT THE PAST: Q4 2011
Native development (Objective-C,         HTML5, mobile web, PhoneGap
Java, etc.)                              •   Needs HTML5 and JavaScript
•   Targeted for the only platform           knowledge
•   Needs programming knowledge and      •   Lack of professional, experienced
    experience                               developers using JavaScript mobile
•   (All best apps are native apps!)         frameworks
                                         •   Slower and less polished apps than
                                             native ones

Platforms like Netbuiscuits,             Mobile builders like BiznessApps,
Titanium, Marmelade, S2M etc.            MobileRoadie, etc.
•   Need some time to learn the          •   Produce native apps
    platform                             •   Targeted for application categories:
•   Multiplatform development                like RSS reader, e-shop, etc.
•   There are some restrictions of the   •   Suitable only for really simple apps
    platform




                                                                                    6
WHAT IS ACTUALLY HAPPENING
ON THE ‘SHOP’ FLOOR




                             7
THE PROMISE OF THE MAGIC WAND
IN MOBILE

•   Magic wand exam failed. There is no magic in
    the mobile world...

•   On the contrary – the landscape has become
    more complex!

•   Technology, devices and human behaviour is
    constantly changing




                                                   8
‘SHOP’ FLOOR - RETROSPECTIVE
•   Average size of each project is ~400 hours
•   HTML platform projects are significant smaller
•   Technology hybrids increase
•   90% of all projects are client & server side
•   Global companies (primarily B2C) with corporate
    marketing departments tend to make a strategic
    cross-platform choice for their global (corporate
    controlled) marketing efforts ( reach)
•   Larger media companies still seem undecided ...
•   Increasing number of native apps being developed
    for B2B use
•   Certain sectors are pushing hard on mobile web
    (e.g. travel)
•   Tablets playing an increasing role (T-Commerce)
•   Social, social, social ...



                                                        9
CASES




        10
CASE: LINKEDIN
• Reused HTML parts
  from web app
• Used for web-based
  content parts
• The same code for
  mobile web, iOS and
  Android
• Ability to change web-
  based parts quickly
• Used Backbone and
  Underscore libs




                           11
CASE: DELL MOBILE

• Pure HTML5
• Working ... But …
• really slow


• ... And buggy




                      12
HOMEWORK + PEOPLE + PROCESS
              =
SUCCESSFUL IDEAS TO APPS(TORE)




                                 13
HOMEWORK: UNDERSTAND THE
  BEHAVIORAL PATTERN OF YOUR SEGMENT

 Hourly distribution
 of searches by platform




12:00 AM     3:00 AM       6:00 AM   9:00 AM       12:00 PM       3:00 PM          6:00 PM          9:00 PM

                                          Tablet   Mobile     Desktop   Source: Google Internal data, Global, Oct 2011




                                                                                                              14
DUAL SCREENING




                 53% Dual screening with TV
                 and phone

                 22% of UK Smartphone
                 users use their phones
                 while using another internet
                 enabled device

                 Source: Google UK
WHAT CAN BUSINESSES DO TO TAKE
ADVANTAGE OF THE GROWTH OF MOBILE?

   Develop & Integrate Your Mobile Strategy

   Build Your Mobile Destination(s)

   Take advantage of the immediate nature of Mobile
   users (40% of mobile searches on Google has local
   intend*)

   Connect & Engage With Your Users


                         *Source: Google UK
                                                  16
PEOPLE: ATTRACT & DEVELOP

            • Organizing Mobile Saturdays
            • Hosting ‘Hackathons’
            • Speakers Corner
            • Mobile Practice Leader Groups
            • Mobile Incubation
            • Mobile vertical of our Project Office is 60+
              Developers
            • 150+ mobile dedicated team members
            • ... The Mobile Community Is Still Growing ...



                                                          17
PROCESS: PREPARE TO ADAPT TO
CONTINIOUS CHANGES




                               18
TYPICAL PROJECT EVOLUTION,
ILLUSTRATED A.
Project Evolution
A.Requirements Captured
                                  B.
B.WireFrames
C.Project specification
D.Intermediary Versions
E.Final delivery

         C.

                             D.
                                       E.
WE’VE DONE THIS FOR A COUPLE OF
 COMPANIES/BRANDS
Printemps   LILLY A/S     Tryg   • 8 year+ mobile expertise
                                 • Experience with all platforms
                                 • Hundreds of projects
                                 • Thousands of individual builds
                                   delivered
                                    Energy Intelligence
 Yelp.com
                        CNN                               CocaCola
             Maggi


                                        HeatMapz             Carlsberg Øl




                                                                        20
Q&A



          Thank You!

      I would be happy to
      answer Questions?




                            21

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What is Happening in the "App Factory"?

  • 1. WHAT IS HAPPENING IN THE ‘APP FACTORY’ MOBILE EXPERIENCE AND CASE STUDIES MUNICH, MARCH 22, 2012 CHRISTIAN AAEN
  • 2. INTRODUCTION: CIKLUM SERVICE & CONSULTING a) Client Satisfaction & Service Mgmt (160+ team clients) b) Team productivity (1600+ developers) c) VAS around the core team – Short-term Projects, Peak, Consulting (170+ dedicated employees)
  • 3. AGENDA 1. A Perspective From The Shop Floor 2. Cases 3. Homework + People + Process = Successful Ideas To Apps(tore) 4. Q&A 3
  • 4. A PERSPECTIVE FROM THE ‘SHOP FLOOR’ 4
  • 5. A GLANCE AT THE PAST: Q3 2010 Cross-Platform Development Porting •The same operating system •The same development tools •Different Platforms •Different Operating Systems •Different Development Environments 5
  • 6. A GLANCE AT THE PAST: Q4 2011 Native development (Objective-C, HTML5, mobile web, PhoneGap Java, etc.) • Needs HTML5 and JavaScript • Targeted for the only platform knowledge • Needs programming knowledge and • Lack of professional, experienced experience developers using JavaScript mobile • (All best apps are native apps!) frameworks • Slower and less polished apps than native ones Platforms like Netbuiscuits, Mobile builders like BiznessApps, Titanium, Marmelade, S2M etc. MobileRoadie, etc. • Need some time to learn the • Produce native apps platform • Targeted for application categories: • Multiplatform development like RSS reader, e-shop, etc. • There are some restrictions of the • Suitable only for really simple apps platform 6
  • 7. WHAT IS ACTUALLY HAPPENING ON THE ‘SHOP’ FLOOR 7
  • 8. THE PROMISE OF THE MAGIC WAND IN MOBILE • Magic wand exam failed. There is no magic in the mobile world... • On the contrary – the landscape has become more complex! • Technology, devices and human behaviour is constantly changing 8
  • 9. ‘SHOP’ FLOOR - RETROSPECTIVE • Average size of each project is ~400 hours • HTML platform projects are significant smaller • Technology hybrids increase • 90% of all projects are client & server side • Global companies (primarily B2C) with corporate marketing departments tend to make a strategic cross-platform choice for their global (corporate controlled) marketing efforts ( reach) • Larger media companies still seem undecided ... • Increasing number of native apps being developed for B2B use • Certain sectors are pushing hard on mobile web (e.g. travel) • Tablets playing an increasing role (T-Commerce) • Social, social, social ... 9
  • 10. CASES 10
  • 11. CASE: LINKEDIN • Reused HTML parts from web app • Used for web-based content parts • The same code for mobile web, iOS and Android • Ability to change web- based parts quickly • Used Backbone and Underscore libs 11
  • 12. CASE: DELL MOBILE • Pure HTML5 • Working ... But … • really slow • ... And buggy 12
  • 13. HOMEWORK + PEOPLE + PROCESS = SUCCESSFUL IDEAS TO APPS(TORE) 13
  • 14. HOMEWORK: UNDERSTAND THE BEHAVIORAL PATTERN OF YOUR SEGMENT Hourly distribution of searches by platform 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop Source: Google Internal data, Global, Oct 2011 14
  • 15. DUAL SCREENING 53% Dual screening with TV and phone 22% of UK Smartphone users use their phones while using another internet enabled device Source: Google UK
  • 16. WHAT CAN BUSINESSES DO TO TAKE ADVANTAGE OF THE GROWTH OF MOBILE? Develop & Integrate Your Mobile Strategy Build Your Mobile Destination(s) Take advantage of the immediate nature of Mobile users (40% of mobile searches on Google has local intend*) Connect & Engage With Your Users *Source: Google UK 16
  • 17. PEOPLE: ATTRACT & DEVELOP • Organizing Mobile Saturdays • Hosting ‘Hackathons’ • Speakers Corner • Mobile Practice Leader Groups • Mobile Incubation • Mobile vertical of our Project Office is 60+ Developers • 150+ mobile dedicated team members • ... The Mobile Community Is Still Growing ... 17
  • 18. PROCESS: PREPARE TO ADAPT TO CONTINIOUS CHANGES 18
  • 19. TYPICAL PROJECT EVOLUTION, ILLUSTRATED A. Project Evolution A.Requirements Captured B. B.WireFrames C.Project specification D.Intermediary Versions E.Final delivery C. D. E.
  • 20. WE’VE DONE THIS FOR A COUPLE OF COMPANIES/BRANDS Printemps LILLY A/S Tryg • 8 year+ mobile expertise • Experience with all platforms • Hundreds of projects • Thousands of individual builds delivered Energy Intelligence Yelp.com CNN CocaCola Maggi HeatMapz Carlsberg Øl 20
  • 21. Q&A Thank You! I would be happy to answer Questions? 21