Netbiscuits & device fragmentation

Mobile
Web
Seminar
A
state
of
mobile
devices
fragmenta6on
in
Australia
Mobile
web
vs
Na6ve
apps?

Lucas
Challamel
-‐
Netbiscuits
ANZ

Brief intro:
Netbiscuits

© 2011 Netbiscuits GmbH 06/06/11 Slide 2

Take
advantage
of
the

world‘s
best
mobile
development
and
publishing

plaBorm

§ Founded in 2000 in Germany
§ Active in 50+ countries,head offices in U.S.,
Germany, UK and Singapore, 110
employees
§ Awarded ME Awards for Best Mobile
Publishing Platform in 2009, 2010, in 2010
and 2009 awarded Top 50 Deloitte Touche
fastest Growing German tech companies
§ Global network of 75+ solution, reselling
and platform partners
§ Conducted 10,000+ mobile projects
successfully in the last 10 years
§ In 2011, our cloud delivers every month:
=> 8 billion mobile pages
=> 100 million mobile videos 3

=> to 3000+ different mobile devices


Hundreds
of
businesses
go
mobile
with
Netbiscuits

Content
&
Media Web,
Commerce,
Marke6ng,
Web,
Adver6sers SoKware
Vendors
Publishers,
Carriers Internet
Service
Prov. Mobile
Agencies Payment
Providers Applica6on
Developers

Consumer
&
Industry
Brands

© 2011 Netbiscuits GmbH 06/06/11 4

There
are
three
major
challenges
for
businesses
to
bring
Internet
content
to
mobile
successfully
and
proﬁtably

Businesses Mobile
Subscribers
SoKware
and

mobile
device

fragmenta6on

Service
Crea6on

Mone6za6on


A state of
Mobile Devices
Fragmentation


What
is
device
fragmenta6on
and
why
is
it?
Netbiscuits
overcomes
so>ware
fragmenta?on
by
providing
a
truly

global,
intelligent
device
detec?on
&
database
… >
200
Carrier

networks
world-‐
§ True
global
mobile
device
database
with
wide

more
than
1000
in-‐house
tested

parameters
and
+6000
mobile
device

proﬁles >
300
User
Agents
§ Mul6ple
6er
intelligent
device
detec6on
for
device,
per
device
browser,
carrier
network
parameters

Hardware
§ Parameter
+
layout
tests
for
each
Biscuit-‐Element

ensure
unmatched
quality
on
Legacy
and
Smart

phones
§ Mobile
devices
proﬁles
include
also
Internet
enabled
>
5,000
Mobile
wireless
devices
such
as
Gaming
Consoles,
TVs,

In-‐ Devices
worldwide
Car
Naviga6on
Systems,
Tablets
and
eBooks
§ Daily
updates
for
new
mobile
devices
on
API

>
10
SoKware
>
15
Mobile
>
500
Content

>
6
Mobile
OS revisions
per

Browsers Formats
Mobile
OS

SoKware

Mobile
Metrics
Report:

Weekly
device
updates
§Just last week: 33 new/updated devices!
§ Pantech P9020 (Falcon) (Netfront) § ZTE MTC918 (Racer)
§ Samsung SGH-A667 (Evergreen) § ZTE Bluebelt
§ HTC Glacier (T-Mobile MyTouch § ZTE M2 (Beeline)
4G)
§ ZTE Amigo
§ Motorola Droid Pro (XT610)
§ ZTE V9
§ Samsung Ace Galaxy (GT-S5830)
§ Pantech IM-A690L (Mirach)
§ LG P990
§ ZTE MTC 916 (Joe)
§ Samsung GT-I9000 (Galaxy S)
V2.2 § Pantech IM-A710K (Sky Vega
Xpress)
§ HTC Wildfire S
§ ZTE Z221 (Ekek)
§ Samsung Wave 723
§ ZTE Z331 (Takam)
§ LG P970 (Optimus Black)
§ Samsung SGH-I857 (Habrok)
§ Samsung Galaxy S2 I9100
§ Huawei C5005
§ Sony Ericsson J108i (Cedar)
§ Huawei U3100
§ Samsung GT-S5570 (Galaxy Mini)
§ Huawei 8302
§ SonyEricsson Xmini
§ Nec N506i
01/06/2011 update § Samsung GT-I5510 (Apollo,
Galaxy 551) § Pantech IM-A730S (AKY)
§ Samsung S5530 § Pantech IM-A630K (Sky Izar)


Mobile
Metrics
Report:

Methodology
of
our
report

§ Report published twice a year:
February and July
§ Segmentation:
§Dominating Few: 5.00% or higher share of
all devices accessing sites via Netbiscuits
§Long Tail: 4.99% or lower share of all
devices accessing sites via Netbiscuits
§ Data: 8n page views in March 2011
§ Traffic exclusively from web-enabled
mobile devices
§ Requests generated by bots, desktop
browsers and mobile device emulators have
been excluded


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)

•In
November
2010,
the
three
domina6ng
Apple
devices
accounted
to
39.16

percent
of
all
mobile
website
requests
handled
by
Netbiscuits.
The
other
2,923

devices
together
generated
60.84
percent.
•Android-‐based
handsets
like
the
Motorola
A855
and
Samsungs
GT-‐I
9000
were

the
strongest
followers
of
Apple
while
BlackBerry
had
its
ﬁrst
appearance
in
the

list
only
at
posi?on
six.


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)

In Nov.2010 on Netbiscuits cloud


Mobile
Metrics
Report:

Global
sta6s6cs
(worldwide)



Mobile
Metrics
Report:

Regional
sta6s6cs



Mobile
Metrics
Report:

Regional
sta6s6cs:
USA



Mobile
Metrics
Report:

Regional
sta6s6cs:
UK



Mobile
Metrics
Report:

Regional
sta6s6cs:
Malaysia



Mobile
Metrics
Report:

Regional
sta6s6cs:
Australia



Mobile
Metrics
Report:

About
HTML5
capabili6es
of
mobile
devices

§ HTML5 enables websites to have the user
experience of a native application.
§ It’s not developed specifically for mobile.
§ It is a “standard in motion” that is
implemented differently on many platforms.
§ Final specifications planned for 2014.

=> Another source of fragmentation on mobile


Mobile
Metrics
Report:

About
HTML5
capabili6es
of
mobile
devices

Exciting new features, partly supported today:
• Extended Video Support
• Extended Audio Support
• Extended Form Concept
• Miscellaneous new Element Types and Attributes
• Extended User Interaction Concepts enabling native drag & drop
and undo history functionality
• Microdata enabling semantic annotation of content with labels
• 2D Animation Rendering
• CSS3 support + CSS3 Selectors
• Geolocation API
• FileReader API
• Offline Web Application Support + Webstorage + IndexedDB
• Local Devices Support enabling access to connected devices
• 3D Animation Rendering (WebGL)
• Web Workers providing and API for running background scripts


Mobile
Metrics
Report:

HTML5
support
of
top
devices
in
Australia


Mobile
Metrics
Report:

Top
5
supported
HTML5
features

Only 50% of devices in top15 support these features


Mobile
Metrics
Report:

Top
5
par6ally
supported
HTML5
features

Only 50-65% of devices in top15 support these features


Mobile
Metrics
Report:

A
conclusion
for
Australia

§ Not one but 1200+ devices access mobile
websites today in Australia (2200+ in USA)
§ Long-Tail vs. Short Tail: Few top3 Apple devices
dominate 45% of the traffic on mobile websites,
but you have to talk to the other 55%
§ Apple iOS loses market share as:
§Android and Blackberry rise
§The share of Windows Phone OS will grow in
2011, with new Microsoft and Nokia partnership.
§ HTML5 is a standard in motion for the next 3-4
years

=> Fragmentation is here to stay, and
businesses have to cope with it, using most
advanced cross-platform technologies.


How to address devices
fragmentation:
Apps vs Mobile web?
=> a couple of examples


Mobile
web
vs
Na6ve
apps:
A
conclusion?

The Race horse vs the Show horse!
Betting long on mobile Web.

Mobile sites are a requirement, while
applications will remain a preference.


Smart.com

Smart
is
an
automo,ve
branch
of
Daimler
AG.

Smart
is
a
manufacturer
of
microcars

produced
in
Germany.
h;p://www.smart.com


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Smart.com

“Based
on
our
overall
posi,ve
experience
with
iPhone
applica,ons,
we

also
see
the
iPad
as
forming
an
integral
part
of
our
online

communica4ons.
It
was
therefore
important
for
us
to
be
able
to
oﬀer

users
of
the
iPad
a
substan,al
range
of
products
and
services
rela,ng
to

our
brand
from
the
very
moment
of
its
release"
Anders
Sundt
Jensen
Head
of
Brand
Communica,ons
for
Mercedes-‐Benz
Cars.
May
2010


Smart.com

"Mobile
devices
enable
a
new
form
of
communica,on
with
diﬀerent

target
audiences,
allowing
them
to
enjoy
their
fascina4on
for
the
brand

in
a
more
speciﬁc
way
and
also
to
obtain
informa,on
on
our
products.

We
are
therefore
monitoring
this
market
very
closely
and
we
will
extend

our
ac,vi,es
to
all
mobile
devices."
Anders
Sundt
Jensen
Head
of
Brand
Communica,ons
for
Mercedes-‐Benz
Cars.
May
2010


Na6ve
Hybrid
Apps:
Web
+
Apps
=
Maximum
Mobile
Reach

§ Mobile Hybrid Apps integrate mobile
optimised websites into Native Apps
§ Available for all major OS such as iPhone,
Android, Symbian/Meego, Blackberry and
Bada
§ Integrate: Enhance features of your apps by
interfacing with mobile device sensors
§ Easy creation: Build touch optimized mobile
website and Netbiscuits wraps them for you
in no time
§ Save cost: One code base to publish to
mobile web and apps environments


Na6ve
Hybrid
Apps:
Web
+
Apps
=
Maximum
ROI

Hybrid
Apps
redeﬁne
Time
to
Market
and
service
crea?on

eﬃciency
of
businesses
to
go
mobile,
with
rich
User
Experience

Lower
cost
and
faster
ROI Less
6me
in
development

Implmenta6on
Time
Project

Cost

Other
mobile Months
service
providers

Days
Netbiscuits
Time


1.
BILD

BILd
is
an
iconic
news
magasine
in
Germany,

owned
by
the
Axel
Springer
Group,
the
largest

media
group
in
the
Country.
h;p://www.bild.de/

© 2011 Netbiscuits GmbH 27/05/2011
38

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1.
BILD
-‐
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web
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39

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1.
BILD
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40

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41

1.BILD
-‐
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Android
App

Created by

42

1.
BILD
-‐
Paid
Android
App

Created by

43

1.
BILD
-‐
Paid
Android
App

Created by

44

1.
BILD

“The
introduc4on
of
BILD
mobil
has
been
a
sensa4onal
success
for
us.
From
the
start,

the
USP
of
the
free-‐of-‐charge
BILD
mobil
portal
was
widely
accepted.
The
mobile

user
has
a
more
intensive
rela4onship
with
contents
and
services
than
the
sta4onary

Internet
surfer.
Consulta4ons
of
60
sec.
per
site
and
more
than
8
minutes
per
visit

surprised
us
in
a
posi4ve
way
in
the
beginning.
The
channels
most
used
are
news,

sport
and
entertainment,
followed
by
services
such
as
weather
and
TV
programme.”
Tanja
Hackner,
project
leader
of
BILD
mobil,
Axel
Springer

45

1.
BILD

“The
mobile
web
is
a
special
medium
-‐
not
only
due
to
the
size
of
the
screen
but
also

the
condi4ons
of
use.
Only
those
who
adapt
their
brand
100
percent
to
a
use
on

mobile
media
and
bear
in
mind
that
mobile
phones
are
consulted
around
the
clock,

seven
days
a
week,
will
be
successful.”
Tanja
Hackner,
project
leader
of
BILD
mobil,
Axel
Springer

46

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