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Netbiscuits & device fragmentation
1.
Mobile Web Seminar A
state of mobile devices fragmenta6on in Australia Mobile web vs Na6ve apps? Lucas Challamel -‐ Netbiscuits ANZ
2.
Brief intro:
Netbiscuits © 2011 Netbiscuits GmbH 06/06/11 Slide 2
3.
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 © 2011 Netbiscuits GmbH 27/05/2011 Slide 2
4.
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
5.
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 © 2011 Netbiscuits GmbH 06/06/11 5
6.
A state of
Mobile Devices Fragmentation © 2011 Netbiscuits GmbH 06/06/11 Slide 2
7.
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 © 2011 Netbiscuits GmbH 06/06/11 7
8.
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) © 2011 Netbiscuits GmbH 06/06/11 8
9.
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 © 2011 Netbiscuits GmbH 06/06/11 9
10.
Mobile Metrics Report:
Global sta6s6cs (worldwide) © 2011 Netbiscuits GmbH 06/06/11 10
11.
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. © 2011 Netbiscuits GmbH 06/06/11 11
12.
Mobile Metrics Report:
Global sta6s6cs (worldwide) In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 12
13.
Mobile Metrics Report:
Global sta6s6cs (worldwide) In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 13
14.
Mobile Metrics Report:
Regional sta6s6cs In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 14
15.
Mobile Metrics Report:
Regional sta6s6cs: USA In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 15
16.
Mobile Metrics Report:
Regional sta6s6cs: UK In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 16
17.
Mobile Metrics Report:
Regional sta6s6cs: Malaysia In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 17
18.
Mobile Metrics Report:
Regional sta6s6cs: Australia In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 18
19.
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 © 2011 Netbiscuits GmbH 06/06/11 19
20.
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 © 2011 Netbiscuits GmbH 06/06/11 20
21.
Mobile Metrics Report:
HTML5 support of top devices in Australia © 2011 Netbiscuits GmbH 06/06/11 21
22.
Mobile Metrics Report:
Top 5 supported HTML5 features Only 50% of devices in top15 support these features © 2011 Netbiscuits GmbH 06/06/11 22
23.
Mobile Metrics Report:
Top 5 par6ally supported HTML5 features Only 50-65% of devices in top15 support these features © 2011 Netbiscuits GmbH 06/06/11 23
24.
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. © 2011 Netbiscuits GmbH 06/06/11 24
25.
How to address
devices fragmentation: Apps vs Mobile web? => a couple of examples © 2011 Netbiscuits GmbH 06/06/11 Slide 2
26.
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. © 2011 Netbiscuits GmbH 06/06/11 26
27.
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 © 2011 Netbiscuits GmbH 27/05/2011 27
28.
*6+1)' Smart.com -‐
Generic mobile web !"#$%&'!+1?&=,9'7':1"-<0)':"1)+%' 51&+)&-'#;' Created with ) ) ' 5<*)"6&1' 'B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)'4&8=')5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97(')&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=",'' @ A/#=>%4)3#/4&:) @ M($') @ J&/)%#809>/&4#/) @ J&/)'(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)'4/(&B') @ [B&9()9&::(/7(') @ V7894#8()m)$&::3&3(/)) )=#$8:#&=') ) >+<,08' *+,+) ' !+1?&)' Y(/B&8E) ) @A>' B?'B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 28 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
29.
*6+1)' Smart.com -‐
Na6ve iOS Apps !"#$%&'!+1?&=,9'7':1"-<0)':"1)+%' 51&+)&-'#;' ) ) ' 5<*)"6&1' 'B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)'4&8=')5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97(')&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=",'' @ A/#=>%4)3#/4&:) @ M($') @ J&/)%#809>/&4#/) @ J&/)'(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)'4/(&B') @ [B&9()9&::(/7(') @ V7894#8()m)$&::3&3(/)) )=#$8:#&=') ) >+<,08' *+,+) ' !+1?&)' Y(/B&8E) ) @A>' B?'B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 29 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
30.
*6+1)' Smart.com -‐
Na6ve iOS Apps !"#$%&'!+1?&=,9'7':1"-<0)':"1)+%' 51&+)&-'#;' ) ) ' 5<*)"6&1' 'B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)'4&8=')5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97(')&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=",'' @ A/#=>%4)3#/4&:) @ M($') @ J&/)%#809>/&4#/) @ J&/)'(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)'4/(&B') @ [B&9()9&::(/7(') @ V7894#8()m)$&::3&3(/)) )=#$8:#&=') ) >+<,08' *+,+) ' !+1?&)' Y(/B&8E) ) Bring me back for iPhone @A>' B?'B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 30 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
31.
*6+1)' Smart.com -‐
Na6ve iOS Apps !"#$%&'!+1?&=,9'7':1"-<0)':"1)+%' 51&+)&-'#;' ) ) ' 5<*)"6&1' 'B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)'4&8=')5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97(')&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=",'' @ A/#=>%4)3#/4&:) @ M($') @ J&/)%#809>/&4#/) @ J&/)'(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)'4/(&B') @ [B&9()9&::(/7(') @ V7894#8()m)$&::3&3(/)) )=#$8:#&=') ) >+<,08' *+,+) ' !+1?&)' Y(/B&8E) ) @A>' Ideas in motion for iPad B?'B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 31 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
32.
*6+1)' Smart.com -‐
iPhone op6mised !"#$%&'!+1?&=,9'7':1"-<0)':"1)+%' 51&+)&-'#;' ) ) ' 5<*)"6&1' 'B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)'4&8=')5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97(')&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=",'' @ A/#=>%4)3#/4&:) @ M($') @ J&/)%#809>/&4#/) @ J&/)'(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)'4/(&B') @ [B&9()9&::(/7(') @ V7894#8()m)$&::3&3(/)) )=#$8:#&=') ) >+<,08' *+,+) ' !+1?&)' Y(/B&8E) ) Created with @A>' B?'B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 32 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
33.
*6+1)' Smart.com -‐
iPad op6mised !"#$%&'!+1?&=,9'7':1"-<0)':"1)+%' 51&+)&-'#;' ) ) ' Created with 5<*)"6&1' 'B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)'4&8=')5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97(')&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=",'' @ A/#=>%4)3#/4&:) @ M($') @ J&/)%#809>/&4#/) @ J&/)'(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)'4/(&B') @ [B&9()9&::(/7(') @ V7894#8()m)$&::3&3(/)) )=#$8:#&=') ) >+<,08' *+,+) ' !+1?&)' Y(/B&8E) ) @A>' B?'B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 33 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
34.
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 © 2011 Netbiscuits GmbH 27/05/2011 34
35.
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 © 2011 Netbiscuits GmbH 27/05/2011 35
36.
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 © 2011 Netbiscuits GmbH 06/06/11 36
37.
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 © 2011 Netbiscuits GmbH 06/06/11 37
38.
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
39.
!"#$%&'!"#% 1. BILD -‐
Mobile web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© 2011 Netbiscuits GmbH 27/05/2011 © 2011 Netbiscuits GmbH 24/05/11 Slide 35 39
40.
!"#$%&'()%*$&'(% portals 1. BILD
-‐ Ver6cal *+,-./%01,.-23-45%6%78/9-:.%'4;/</2;%0+<;:.% =</:;/>%,?%% % % % =12;+@/<%% !"#$%&'()*%+,%!-./%% 0123,4.2%52+,6*%37% 8.29+,:;7%/.+63,4%% .63<=23+/%>+2%1=2<+/?% % 7+.1A+4%% @ 01.>3+/%3,<.2.7<%1=2<+/%% %A+B<=9=53/.C% @ D.E7%+,6%2.F3.E7% @ #B,3,4%,.E7% @ (+<.7<%12=<=<:1.7% @ G36.=%%7<2.+93,4% @ '9+4.%4+//.23.7% % (:1493% HIIJ% % *:<B/;% 8.29+,:*%!B7<23+*% 0E3<K.2/+,6% % "C(% 9=53/?+B<=53/6?6.% % % © 2011 Netbiscuits GmbH 27/05/2011 40 © 2011 Netbiscuits GmbH 24/05/11 Slide 6
41.
!"#$%&'&'%User generated content 1.
BILD -‐ ()*+,-%./*,+01+23%4%5)66/2+78%.)97:,% 59-:7-;%*8%% % % % 5/07)6-9%% !"#$%&'%()*+,-./'%0&11)'2% 3,&4.%,-3%25)%625%0&11)'2% -)7'8,8)*%79*437&3):% % <),/=)2%% ; <9++=-&2.%89*2,4% ; >(<%8=04&'5&-1%7&25%% %?&3)9'@%85929'%9*%2)A2%% ; B9C-1% % #:/2>1% DEEF% % (:9?-7% ()*+,-.@%G='2*&,@% H7&2I)*4,-3% % @A#% 7,8:0&43:3)% % © 2011 Netbiscuits GmbH 27/05/2011 41 © 2011 Netbiscuits GmbH 24/05/11 Slide 198
42.
1.BILD -‐ Paid
Android App Created by © 2011 Netbiscuits GmbH 27/05/2011 42
43.
1. BILD -‐
Paid Android App Created by © 2011 Netbiscuits GmbH 27/05/2011 43
44.
1. BILD -‐
Paid Android App Created by © 2011 Netbiscuits GmbH 27/05/2011 44
45.
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 © 2011 Netbiscuits GmbH 27/05/2011 45
46.
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 © 2011 Netbiscuits GmbH 27/05/2011 46
47.
QUESTIONS? © 2011 Netbiscuits
GmbH 06/06/2011 47
48.
Thank you!
www.netbiscuits.com E: l.challamel@netbiscuits.com M: 04 1014 1795 T: NetbiscuitsAPAC Europe North & South America Asia-‐ Pacific Netbiscuits GmbH Netbiscuits UK & RoI Netbiscuits, Inc. Netbiscuits Pte Ltd Europaallee 10 33 Cavendish Square 11190 Sunrise Valley Drive #02-‐01 The Aquarius 67657 Kaiserslautern London W1G 0PW Suite 150 21 Science Park Road GERMANY UNITED KINGDOM Reston, VA 20191 SINGAPORE 117628 USA phone +49 631 68036 100 phone + 44 207 182 4036 phone +1 703 435 9008 phone +65 6777 8337 fax +49 631 68036 111 fax +1 703 889 5126 fax +65 6777 8557 sales_emea@netbiscuits.com sales_uk@netbiscuits.com sales_america@netbiscuits.com sales_apac@netbiscuits.com © 2011 Netbiscuits GmbH 06/06/11 48
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