1. Mobility
Market Trends
2012
Tell me and I’ll forget
Show me and I may STKI
remember Galit Fein
Involve me and I’ll VP & Senior Analyst

2. Mobile Outsourcing
Social
Trade
Fun Tools
Pics
Gesture
Touch
CalendarMail
Location
Ⅱ
Δ
Voice Video
Content Access
Search
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3. Mobile Forecast
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4. Israeli Smartphone Marketshare in 2011
Operating System Market Share
Android 39.39%
iOS 36.62%
BlackBerry OS 9.48%
Symbian 9.00%
Other 5.52%
Source: IDC
1.5 M smartphones sold in 2011 in Israel
(Out of a total of 2.4 M cellphones)
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5. What the Market thinks…
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6. Israel (expected end 2012):
Wintel: Q42011 compared to Q42010
Desktop PCs: -25% Notebooks: -35%
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7. “the NEW experience economy”
Starbucks Frappuccino or not? Why not?
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8. It’s a Buyer Market
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9. Apple VS Microsoft
The Consumer is the King The Employee is the King
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10. Productivity Software (office)?
Office 15
ARM/Intel
iOS6, Android, W8,MacOS
BUT Vision VS Execution???
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11. Multi-device lifestyle
• Multiple online touchpoints - PC, TV, smartphone, media
tablets and internet - enabled cars - all day long and each
http://www.deccanchronicle.com/tabloid/bengaluru/%E2%80%98sir%E2%80%99i-please-guide-me-567
device is connected to a 'cloud'
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12. From mobile devices to mobile users ……
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13. IT will support it ALL
Each device has very different peak usage
times, highlighting their varying uses and value
propositions
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14. App-lifation
strong growth of mobile apps usage and preference
there is no place for an imperfect app
app-lifation of everything
(desktops, cars, TVs, mobile)
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15. So Many Apps – So Little To Download…
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16. This is what a device knows about you……
1. Activity based context: What are you doing?
2. Social context: With whom are you?
3. Spatial-Temporal context: Where are you?
What time is it?
4. Physiological context: Heart rate,
movement, temperature
5. Environmental context: In what environment
are you?
6. Mental context: How are you feeling?
7. Virtual context: What is happening with you
in the virtual space?
8. My context: Who are you?
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17. The value of mobile is in the apps …
"specialized local services
running in conjunction with
cloud-based services
(private/public)
that mostly do
A2P messaging
messages between a user and an
automated application
in
location aware devices
processing to figure out the
context and state of the user”-
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18. NBA – Next Best Action
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19. Decision-making in the Digital World
Seeking Intelligence,
Not Content
- Real time
60% of purchase decisions
being made before the
consumer stepped into the
store!!!
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20. The Rise of Mobile Retail
half using their
phone to perform
retail research
while inside a store
On-screen In-store
Virtual Supermarket
Simply clicking and
immediately
delivered
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21. SuperPharm example
Smart
Shopping
Self Service
Relevant discounts
No line
Guide and direct in
context of what you
need
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22. Social Shopping
InteractiveRestaurant
“INAMO” mirror
Soho, NY City
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23. Advertising – New Generation
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24. IT is Struggling to Keep Pace
• Mobile is dynamic and fast-moving
• IT needs to be more responsive and pay more
attention to demand
• IT loves platforms and web development
but it has to deliver solutions CMO
based on market demand
NOT based on MAINTENANCE,
Digital channels
COMPLEXITY OR COSTS department
IT
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25. Many clients are asking about how to:
Set a solid
Digital Customer Experience MDM
craft mobile policies
how to develop
manage the devices
mobile custom apps?
Secure their
select mobile devices mobile content
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26. Answers are right here
Who is IT or Business?
Digital Customer Experience IT higher involvement
Owner in enterprise
how to develop
mobile custom apps?
Native or Hybrid Apps
select mobile devices People want:
Enterprises want:
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27. Challenge of Mobile AD
• High development costs, because skills must be maintained
for multiple platforms and tools
• Higher expectations from mobile apps UX
• Lack of best practices guidance
• More direct involvement from users/stakeholders
• Complexities of testing - increase in SW defects
• Cases when apps must coexist on client devices
• Security
• Higher support and service costs
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28. IT is Looking For A Magic Solution
Android dominates today:
40% of carry an Android OS-based
phone, and 40% intend to purchase
one in the next 6 months.
Apple’s iOS :
25% own an iPhone, but 35% buy one
in the next 6 months.
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29. Two main OS
Native App Hybrid App WEB App
Getting Download required from Download required No download; runs
the app app Store from app stores. Apple from the web.
can cause delays!!
UX Rich experience; faster, Less than native Variable, less
more secure than Web or experience; but secure
Hybrid. Can access faster, more secure than native apps
capabilities such as: than Web. Can access because app can be
MultiTouch, camera, and devices capabilities accessed via URLs.
GPS. Animations are better such as: MultiTouch, Animations not as
and easier to develop camera, and GPS. good as native and
Animations are better harder to develop.
and easier to develop.
Access Online and offline access Online and offline Online access only.
to data possible. access possible.
Source: Celent
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30. Two main OS – Two main types of mobile apps
Native App Hybrid App
App Highest cost. A different app is required Midrange cost. Some app
development for each platform supported. Mobile elements can be used on
and Development Platforms spare the need multiple platforms
support costs for development from “scratch”
HTML5 Native App Great mobile apps
will
reach are
the native designed
level of Better
Always specifically
maturity experience
in 2015
for mobile
Source: Celent with STKI
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31. How to develop: ? Native or HTML5 ? (funny the terminology)
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32. HTML5 - phenomenal progress but not there yet
• HTML5 apps in “native wrapper” are a major trend
• HTML5 needs to address off-line, data usage impacts,
spectrum shortage
The magic formula would be the right placement
of your app feature on HTML5 – Native scale
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33. Does Hybrid Application Really Cost Less?
• In order for hybrid app to meet
your customers’ requirements -
adaptations to the specific OS
and device must be made, it costs
additional money!
• In time perspective – it is possible
that there would be no significant
cost difference between native
and hybrid app
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34. Mobile Products and Services
Positioning of the Israeli Market
Matrix (Netwise)
SAP (Sybase)
(MEAP only)
Worldwide
IdeoMobile Leader
Enterprise
Local Support
Applicat
Netalizer
(MEAP)
El Ad Mobideo Vendors to Watch:
• Malam-Team
(Antenna)
Magic • IBM (WorkLight)
Market Presence
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35. Thank You And Hope You Enjoyed!
Here you can find the latest version
of this presentation :
http://www.slideshare.net/Galit
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