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Mobile Strategy / Apps, WebApps, HybridApps

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Es gibt unendliche Möglichkeiten, eine "App" zu bauen. Die Präsentation soll daher einen Überblick über die "Mobile-Welt" verschaffen.

Veröffentlicht in: Technologie, Business
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Mobile Strategy / Apps, WebApps, HybridApps

  1. 1. Confused about...Mobile enabled Websites, WebApps,Hybridapplikationen, native Apps?(und was ist mit iOS, WebOS, Webkit, Android, ObjectiveC, HTML5, Titanium, PhoneGap, netbiscuits, YOC,AppStore, Ovi Store, Sencha Touch, Android Market,Wurfl,... WTF!?) http://www.flickr.com/photos/tambako/ 1 Daniel Haller, 2011
  2. 2. Mobile: Status Quo 2 Daniel Haller, 2011
  3. 3. “We look at the charts internally and it’shappening faster than all of our predictions” Eric Schmidt (der mit der Krone), (Ex-) Google CEO über das Wachstum im Mobile-Bereich, März 2011 http://mashable.com/2011/02/28/schmidt-mobile-growth/ 3 Daniel Haller, 2011
  4. 4. Mobile- vs. Desktop-Internet: Benutzerzahl http://thenextweb.com/mobile/2011/01/06/the-great-rise-of-the-mobile-web/ 4 Daniel Haller, 2011
  5. 5. Mobile- vs. Desktop-Internet: Social Media http://www.flowtown.com/blog/how-are-mobile-phones-changing-social-media 5 Daniel Haller, 2011
  6. 6. Integration von Mobile in die Unternehmenskommunikationhttp://www.mobile-zeitgeist.com/2010/08/16/umfrage-80-prozent-der-unternehmen-bevorzugen-mobile-webseiten/ 6 Daniel Haller, 2011
  7. 7. Integration von Mobile in die Unternehmenskommunikationhttp://www.mobile-zeitgeist.com/2010/08/16/umfrage-80-prozent-der-unternehmen-bevorzugen-mobile-webseiten/ 7 Daniel Haller, 2011
  8. 8. WebApp, HybridApp, Native App: Quo Vadis? 8 Daniel Haller, 2011http://www.flickr.com/photos/scissorhands33/
  9. 9. Mobile Websites / WebApps 9
  10. 10. Mobile Websites oder WebApp?Die Begriffe sind sprachlich unscharf. Die Technologie dahinter nicht. 10
  11. 11. „Mobile Websites“11 Daniel Haller, 2011
  12. 12. (Keine mobile Website...)12 Daniel Haller, 2011
  13. 13. „WebApps“13 Daniel Haller, 2011
  14. 14. Mobile Websites oder WebApp? Aus konzeptioneller Sicht vielleicht unterschiedlich. Technisch einheitliche Basis:HTML, CSS, Javascript + WebBrowser Aber Achtung: Unterschiedliche Implementierungen. 14 Daniel Haller, 2011
  15. 15. iOS, Android, WebOS http://www.flickr.com/photos/25533783@N00/http://www.flickr.com/photos/andrewjktan/5041696010/ „Long Tail“ mit nicht-so-smarten- Phones und großer Gerätevielfalt 15 Daniel Haller, 2011
  16. 16. Zielgruppe? 16 Daniel Haller, 2011
  17. 17. -K&!&M!-,0I!,GH!G!)0IG)RG1J0!2,G)0S!*T,&E0!:;#:;U!V:79""QW5!*T&H!D&43,!V"9:6QW9!@0P*302!-,)00!-&!20P0E!,GH!G!-)GMM*3!L4&-G!10-K00E!:967Q!GEH!797XQ9!Y*P0!I&)0!,GEH20-!IGH0!*-!&P0)!-,0!7Q!,4)HJ09! Mobile Websites/WebApps?JJ!-,0!&-,0)!$5N6$!,GH!G!L4&-G!10J&K!7Q9!!DGR*E+!GJJ!H0P*302!*E-&!G33&4E-5!879Z:Q!&M!GJJ!I&1*J0!2*-0!)0L402-2!-,G-!K0)0!)&30220H!P*G!/0-1*234*-2!*E! FG(! $676! K0)0! +0E0)G-0H! 1(! ?J0! H0P*302! K,*J0! N"96XQ! &M! -,0! -)GMM*3! KG2! +0E0)G-0H! 1(!I&)0!-,GE!$5N66!H*MM0)0E-!H0P*302!M)&I!&-,0)!IGE4MG3-4)0)29!! Marktsegmentierung nach Devices, Long Tail Top 7-Devices generieren 50,41% des mobilen Traffics ! ?P0)G+0!D&!86!@0P*3025!/0-1*234*-25!FG(!$676!V.!/0-1*234*-25!$676W!! 17 Daniel Haller, 2011=E0!(0G)!10M&)05!*E!FG(!$66Z5!-,0!+)G,!-,G-!2,&K2!-,0!-)GMM*3!2,G)0!&M!-,0!GP0)G+0!-&!86!H0P*302!
  18. 18. ! Mobile Websites/WebApps!45# 67189):;!<7=68>?!@96!A7?=76)!7B69C7!!!Marktsegmentierung im Smartphone-Bereich, Zugriffe in Westeuropa! !"#$"%&()%*+" 698%$+7*&":6;%"8<0*=& BE-Q0*!P*M-/*.!! (H(RR!! A-EKFT.! A*,9?[! CLW29?[! PF2-EL+-ES!@*T!N#&5U"VO! %! <F,-W*[! ,LKL[! &5U&V &5&(V! ;FES!=L-W!N4X5"XVO! (H(R#! 68<!9?[! (5X&V (5"UV A-EKFT.! "&5"ZV! ,*+-./"&0*%#12"345"# 678%" CYFE*[! :GGW*$-CYFE*!%1H!%1?H!#!N@-D2TLD*!!#5&O! (Z5%RV! &5""V! :GGW*$-CYFE*[!%1[!%1?!N@-D2TLD*!(5(%5(O! U5&XV!! :GGW*$-CFK!=F0/Y!N@-D2TLD*!(5((5(5"O! Z5%4V! )F]-L$4U&&!N^GD*..<0.-/H!4U&(O! (5%%V!! _WL/],*DDJ$XR&&!N9EJ`H!_FWK!(O! (5((V! _WL/],*DDJ$U4(&!N1*2-E-H!>0DM*O! (5"(V!! <F+FDFWL$:U44!a(5(!N:U4%H!PDF-KH!"O! "5RXV!! ?L2.0ES$1=8X&&&!N1LWL`J!?H!"O! "5R&V! ?J2,-LE[! ?L2.0ES$1=?U4&&!NALM*O! "5Z%V! ("5RRV -9?[!! ?L2.0ES$1=#$%&()#*+,-(./0-("1 "5%XV! :EKDF-K[! #Z5#&V ! "45Z4V A*.+*DE!70DFG*H!I*J!8EK-/L+FD.H!)FM*2,*D!(&"&!N!)*+,-./0-+.H!(&""O!! 18 Daniel Haller, 2011
  19. 19. Mobile Websites/WebApps Wer ist die Zielgruppe? • „Alle“ • „iPhone und/oder iPad“ (und Android und WebOS) 19 Daniel Haller, 2011
  20. 20. Mobile Websites/WebApps!"#$%%&$"#$()*+,&%-+.#&*&$/#$)012%&$3$/1")4+")!"56%#$" Zielgruppe „Alle“ 7$#,&281&#2)+.#&*&$/# *+,&%$)9$,2&#$2)4+%%61#+*6#&285 3:/ ;$<$2 ="<$/># 1"<)%&$3$/# 2&$ &")<$/ $3+/<$/#$" ?6/@1.-A./685$ 612 ! $6% +,)BC?D()EBC?D +<$/ 9?DF http://www.netbiscuits.com/ 20 Daniel Haller, 2011
  21. 21. Mobile Websites/WebApps !"#$%%&$"#$()*+,&%-+.#&*&$/#$)012%&$3$/1")4+")!"56%#$" 7$#,&281&#2)+.#&*&$/# *+,&%$)9$,2&#$2)4+%%61#+*6#&285 3:/ ;$<$2 ="<$/># 1"<)%&$3$/# 2&$ &")<$/ $3+/<$/#$" ?6/@1.-A./685$ 612 ! $6% +,)BC?D()EBC?D +<$/ 9?DF • Herausforderungen: Gerätevielfalt und damit verbunden die Content Adaption und das Testing • Spielfeld spezialisierter Anbieter wie YOC oder netbiscuits 21 Daniel Haller, 2011
  22. 22. Mobile Websites/WebApps !"#$%%&$"#$()*+,&%-+.#&*&$/#$)012%&$3$/1")4+")!"56%#$" 7$#,&281&#2)+.#&*&$/# *+,&%$)9$,2&#$2)4+%%61#+*6#&285 3:/ ;$<$2 ="<$/># 1"<)%&$3$/# 2&$ &")<$/ $3+/<$/#$" ?6/@1.-A./685$ 612 ! $6% +,)BC?D()EBC?D +<$/ 9?DF • Vergleichsweise einfach aufgebaut • Kein Zugriff auf Gerätefunktionen • Heterogene Browserwelt, HTML5 kann nicht vorausgesetzt werden 22 Daniel Haller, 2011
  23. 23. Mobile Websites/WebAppsZielgruppe „iPhone, iPad, Android, WebOS“ 23 Daniel Haller, 2011
  24. 24. Mobile Websites/WebApps• Hochmoderne, auf WebKit- basierende Browser (Safari und Chrome)• Unterstützung von HTML5 und CSS3. Leistungsfähige JS-Engine. 24 Daniel Haller, 2011
  25. 25. Mobile Websites/WebApps• Möglichkeiten prinzipiell auf Browser limitiert, aber dank HTML5 geht da einiges, insb.: • GeoLocation • Video- und Audio-Support • LocalStorage / Offline-Support • Canvas-Elemente 25 Daniel Haller, 2011
  26. 26. Mobile Websites/WebApps• Lesezeichen können in iOS als Icon auf dem Springboard gespeichert werden• Browserbedienelemente werden ausgeblendet• „App-Feeling“ light, fühlt sich nur noch begrenzt nach „(mobiler) Website“ an 26 Daniel Haller, 2011
  27. 27. Mobile Websites/WebAppsFür die Umsetzung von WebApps auf WebKit-Browsern entstehen gerade viele Frameworks: mobile02.dev.bluemars.de mobile01.dev.bluemars.de 27 Daniel Haller, 2011
  28. 28. Mobile Websites/WebApps Häufiges Ausgangs-Szenario (Zielgruppenunabhängig):Kunde will bestehende Website „mobilisieren“.Mit welcher Strategie holt man den Content ins Frontend? 28 Daniel Haller, 2011
  29. 29. Mobile Websites/WebApps2 mögliche Ansätze: Dedizierte Mobile-Site Responsive Layout- Zwei getrennte Sites f. Mobil und Desktop - Eine Website für alle- Spezifischer Content (z.B. in Form - Gleicher oder Reduzierter Content eines Seitenbaums im CMS) - Aufbereitung durch Frontend-- (überwiegend) serverseitige Technologie (Media Queries, Adaption Stylesheets, etc.)- oft eigene URLs (m.abc.de) vgl. auch http://blog.namics.com/2011/03/mobile-web---vo.html 29 Daniel Haller, 2011
  30. 30. Mobile Websites/WebApps http://www.bild.de Dedizierte Mobile-Site 30 Daniel Haller, 2011
  31. 31. Mobile Websites/WebApps Responsive Layout http://www.namics.com 31 Daniel Haller, 2011
  32. 32. Mobile Websites/WebApps „Mischform“ („WP Touch“-Theme für Wordpress)http://www.stonebreaker.eu 32 Daniel Haller, 2011
  33. 33. Mobile Websites/WebApps• Laufen im Browser, dadurch hohe Reichweite• Technolgiestack: HTML, CSS, JS• Zielgruppe ausschlaggebend für Umsetzungsstrategie• Kein Zugriff auf Gerätefunktionen• Kommerzielle Anbieter wie netbiscuits oder Frameworks wie jQuery mobile verfügbar 33 Daniel Haller, 2011
  34. 34. Von der WebApp...http://galerie.cult7.de/index.php/cultseven_gallery/image_full/31/ 34 Daniel Haller, 2011
  35. 35. ...zur nativen App?http://cinefantastiqueonline.com/2010/10/transformers-3-plot-revealed/ 35 Daniel Haller, 2011
  36. 36. Hybride Apps 36 Daniel Haller, 2011
  37. 37. Hybride Apps• Distribution über Stores, „feels just native“• Technologiestack: Webtechnologien und Scriptsprachen (HTML, CSS, JS, Ruby, PHP, Phyton, ...)• Eine Codebase, verschiedene Plattformen http://rhomobile.com/• Entwicklung mit Hilfe von Frameworks (z.B. Rhomobile, Titanium oder PhoneGap) 37 Daniel Haller, 2011
  38. 38. Hybride AppsMittels API Zugriff auf Hardware teilw. möglich (am Beispiel von PhoneGap) http://www.phonegap.com/features 38 Daniel Haller, 2011
  39. 39. Hybride AppsPrinzipielle Funktionsweise (am Beispiel von Titanium):Eine Codebase, verschiedene Plattformen http://www.appcelerator.com/products/titanium-cross-platform-application-development/ 39 Daniel Haller, 2011
  40. 40. Ma rktKle ine rsic ht“ “ Übe http://en.wikipedia.org/wiki/Multiple_phone_web-based_application_framework#Current_Frameworks 40 Daniel Haller, 2011
  41. 41. Hybride AppsEin paar bekanntere Beispiele aus der Frameworkwelt: 41 Daniel Haller, 2011
  42. 42. Idee, Konzept, ... Aufwertung ("Enhancement") z.B. durch: - Hardware-Spezifische Funktionalitäten - App-Feeling (Beinahe) Einheitlicher Technologiestack aus HTML, CSS, JS Hy Se br (z. Co nc F idf B. nte ha ram ra mi nt m t n Ad , jQ ew z.B ew etb ap ue ork . P ork isc tio ry s ho s, mo wi ne wie uit n bil e Ga s) e p Web AppStore„Mobile Progressive Enhancement“ mit Hybridframeworks 42 Daniel Haller, 2011
  43. 43. Hybride Apps Und wie sehen die nun aus? 43 Daniel Haller, 2011
  44. 44. Hybride Apps SugarCRM (Titanium) http://itunes.apple.com/nz/app/sugar-mobile/id393190297?mt=8# 44 Daniel Haller, 2011
  45. 45. Hybride Apps Driven Intelligence - Jaguar application (Titanium)http://itunes.apple.com/us/app/driven-intelligence-jaguar/id374241139?mt=8 45 Daniel Haller, 2011
  46. 46. Hybride Apps Wunderlist (Titanium)http://itunes.apple.com/de/app/wunderlist/id406644151?mt=8 46 Daniel Haller, 2011
  47. 47. Hybride Apps Wikipedia (Offiziell, Rhomobile)http://itunes.apple.com/us/app/wikipedia-mobile/id324715238?mt=8 47 Daniel Haller, 2011
  48. 48. Hybride Apps• Nutzen Webtechnologien und Frameworks• Sind nicht auf Browser limitiert, sondern können auf viele Gerätefunktionen (z.B. Kamera) zugreifen• Werden über Stores vertrieben• Nah dran an Nativer Applikation• Endergebnis kann für verschiedene Zielplattformen kompiliert werden.• Aber Vorsicht: Theorie != Praxis? 48 Daniel Haller, 2011
  49. 49. Native Apps 49 Daniel Haller, 2011
  50. 50. Native Apps• Sind immer gerätespezifisch, Codebase ist nicht kompartibel zu anderen Systemen• Voller Zugriff auf Hardware (Kamera, GPS, Sensoren, Grafik, etc.)• Keine Einschränkungen, „Alles geht“• Hohe Performance• Können nur über die Stores vertrieben werden 50 Daniel Haller, 2011
  51. 51. Native Appshttp://itunes.apple.com/de/app/die-siedler/id337938346?mt=8http://itunes.apple.com/de/app/asphalt-5-hd/id364126956?mt=8http://itunes.apple.com/us/app/doom-resurrection/id318567158?mt=8 51 Daniel Haller, 2011
  52. 52. Native Appshttp://itunes.apple.com/de/app/navigon-mobilenavigator-europe/id320279293?mt=8http://itunes.apple.com/de/app/ubique/id337289808?mt=8http://itunes.apple.com/de/app/remote/id284417350?mt=8 52 Daniel Haller, 2011
  53. 53. Native Apps„App“ = iPhone-App? 53 Daniel Haller, 2011
  54. 54. Native AppsiOS • Basis: Objective C • Store: Apple AppStoreAndroid • Basis: Dalvik (Java) • Store: Android Market 54 Daniel Haller, 2011
  55. 55. Native Apps WebOS (Palm) • Basis: HTML5, CSS, JS • Store: HP App CatalogAußerdem...: • Windows Phone 7 (C# / VB.net) • Samsung Bada (C++) • RIM Blackberry OS (Java) • Nokia Symbian (C++, Java, Python) 55 Daniel Haller, 2011
  56. 56. 56 Daniel Haller, 2011
  57. 57. Native AppsVerfügbare Apps in den Stores• Apple führt das Feld (noch) an• Android holt stark auf (03/11 noch ohne Honeycomb-Apps!)• Seit März höhere Nachfrage nach Android- als nach iOS- Entwicklern• RIM öffnet sich für Android: Apps fürs Playbook angekündigt http://www.businessinsider.com/ (http://www.heise.de/newsticker/meldung/Android-Apps-fuer- BlackBerry-Tablet-Playbook-1215863.html) 57 Daniel Haller, 2011
  58. 58. Native Apps „App“ != iPhone-App„App“ = 7 verschiedene Plattformen! 58 Daniel Haller, 2011
  59. 59. WebApp, HybridApp oder Native App? Eigentlich ganz einfach... 59 Daniel Haller, 2011
  60. 60. WebApp, HybridApp, Native App? K.O.-Kriterien für WebApps: • Offline-Nutzungsszenarien • Geplante Monetarisierung (möglich, aber vglw. schwierig) • Zugriff auf Gerätefunktionen notwendig • App-Store Distribution erwünscht • (Zu) Komplexe UIs Was bleibt? Hybrid- und native Apps! 60 Daniel Haller, 2011
  61. 61. WebApp, HybridApp, Native App? K.O.-Kriterien für Hybride Apps: • Zugriff auf nicht unterstützte Gerätefunktionen notwendig • Performance/UX als KPI, hohe Ansprüche an Hardware und Prozessorleistung (z.B. Spiele) Was bleibt? Native Apps! 61 Daniel Haller, 2011
  62. 62. 9$!"*(!(*,! .$(/)! $2! !(()!+(*,/)! 7::#! 8$)! B/3/*"#!/*/!/*.//!I"!((<-)?!<=)!7::#G!#-!2!##!;/)<=.$.4! >?! @*2#%&!((/! 2*/#/#! A)<-"./#! 2*/!7::"J!2#%&!<(!?*(("/)3/*"/!/0/#-!!WebApp, HybridApp, Native App?!&?!B/2-%&!!$%&!2*/!C$(8$.!,-!@/0#/*(/!!$<!2/?!D!2E!2/$("*%&!8$4!A(#%&/*2/2!3!)! $?<!.)/*%&!3*/!+-?:"/K!*#(4!!Heike Scholz, BVDW Mobile Kompass 2010/2011, „Mobile Apps vs. Mobile Web“, S. 37, Hervorhebungen von mir !! L!0/""/M!D/*+/!1%&-"8G!A)#(,/)N<</("*%&$.!H;5@!O-0*"/!P-?:!##!QRSRTQRSSG!UO-0*"/!7::#!,#4!O-0*"/!! @/0G!1/*(/!VW!<<4! 62 ! Daniel Haller, 2011
  63. 63. WebApp, HybridApp, Native App? Was wollen eigentlich die User? Apps für...: - Social Media - Music - Games Browser (mobile Sites) für...: - Reviews - Blogs - Sport - News - Video http://www.emarketer.com/Article.aspx?R=1008010 63 Daniel Haller, 2011
  64. 64. WebApp, HybridApp, Native App? Und was müssen Kunden bedenken? Unterschiedliche Umsetzungsvarianten bedingen unterschiedliche Aufwände - Zielgerichtetes Arbeiten ist notwendig!http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/ 64 Daniel Haller, 2011
  65. 65. WebApp, HybridApp, Native App? Beratungsleistung erforderlich! 65 Daniel Haller, 2011
  66. 66. Leseempfehlungen• t3n-Magazin Nr. 22, „Plattformübergreifende Apps mit Web- Technologien entwickeln: Eine für alle“ http://t3n.de/magazin/plattformubergreifende-apps-web-technologien-entwickeln-226225/• Namics Weblog: Mobile Web - Vom Potenzial zum Daily Business: Zukunftsfähige Umsetzungs-Varianten http://blog.namics.com/2011/03/mobile-web---vo.html• netbiscuits, Mobile Web Metrics Report 2011 http://www.netbiscuits.com/mobile-metrics-report-2011• Jason Grigsby, „Native vs Web vs Hybrid - Mobile Development Choices“ http://www.slideshare.net/grigs/native-vs-web-vs-hybrid-mobile-development-choices• mobile ZeitgeistSPECIAL, 1/11 „Apps vs. Mobile Browser - Ist das Wettrennen entschieden?“ http://www.mobile-zeitgeist.com/2011/01/26/neu-mobile-zeitgeist-special-apps-vs-mobile-browser/ 66 Daniel Haller, 2011

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