SD1230

1. SD1230 Unit 8 The Mobile Landscape

2. Course Objectives • During this unit, we will cover the following course objectives: • Identify the characteristics of desktop, Web, and mobile technology. • Describe the differences and similarities of desktop, website, and mobile technology. • Identify the characteristics of mobile applications.

3. Learning Outcomes • Completing this unit should help enable you to: • Explore online resources on the mobile industry in general (technology, products, market, economy, etc.). • Explore online resources on mobile operating systems and related products. • Identify the characteristics of mobile operating systems. • Describe the industry standards and certifications of mobile computing.

4. Learning Outcomes (cont.) • Explain the input methods and output formats of data on mobile devices. • Describe the evolution of mobile applications in the marketing industry. • Discuss the impact mobile technologies have on education. • Compare the learning strategies applicable to traditional desktop application development and mobile application development.

5. Mobile Landscape • Change • Change • ….and more change

6. 2012 Mobile Phone StatisticsFrom Pew Internet • 87% of American adults own a cell phone, and 45% of those are smart phones. • Only 12% of adults age 65 and over have a smart phone. • 82% take pictures on their cell phones, up from 76% in 2010. • 29% check their bank account online, up from 18% in 2011. • 9% of adults have texted a charitable organization to make a donation.

7. Pew Studies 2011 • 53% of adults own a smart phone. • 13% of users surveyed pretended to be using their phone to avoid social interaction. • 42% of people have used their phone for entertainment when they are bored. • 51% of users used their cell phone at least once to get information. • 27% said they had trouble doing something because they did not have their phone. • 29% turn off their phones to take a break from their digital life at night.

8. Mobile Device Statistics from Statistics Brain – as of 8/23/2012

9. Mobile Device Statistics from Statistics Brain – as of 8/23/2012

10. Mobile Device Statistics from Statistics Brain – as of 8/23/2012

11. The World is Going MobileForbes – December 2012 • 48% all American kids want an iPad for Christmas. • Global mobile traffic represents 13% of Internet traffic (up from 1% in 2009). • Nearly 1/3 of American adults own a tablet or e-reader. • There are 5 billion mobile phone users in the world, but only 1 billion smart phone users. • Android is the fastest growing mobile device.

12. Google “Our Mobile Planet”

13. Making Money in Mobile

14. Ways to Make Money as a Mobile Developer • Sell ringtones • Sell wallpapers • Sell games • Sell downloadable native applications • Sell subscription content • Add advertising

15. Obstacles to Money Making in Mobile • Companies try to support too many devices too quickly. • Downloadable applications are good short-term wins but not good long-term investments. • Operators add too much cost and complexity and give back little in return. • Companies are unable to produce enough traffic for mobile advertising to earn a profit.

16. Three Ways to Make Money in Mobile • Work with operators • Work with an App Store • Add advertising

17. Working with Operators • Operators: • Publish content • Promote it to users • Provide billing and technical services

18. Operator Portal (or deck) • To be listed, a website must go through a rigorous approval process. • Reduces problems that lead to • Refunds • Lost sales

19. Operator Portal (or deck) • Benefit: • Increased exposure • Good placement on the deck is based on: • Number of downloads/sales • Negotiation with the operator

20. Average Revenue per User (ARPU) • Key performance indicator • Applications that boost ARPU are more likely to get featured

21. Billing on Behalf of • Operator bills the consumer on your behalf • You lose a percentage of transactions to the operator. • You don’t need to worry about taking credit card information or managing transactions or refunds.

22. App Store

23. App Store Characteristics • The app store model requires no negotiation with the app store. • Any item that passes certification is entered into the catalog. • Item placement is purely based on sales. • The user can see full screenshots and ratings. • Free content is available to download. • Supports only native apps

24. Advertising • You are in full control. • Can add ads to mobile sites, Web apps, or native apps • Drawback is the negative impact on user experience

25. Advertising Platforms • AdMob • Google AdSense • Other affiliate programs • Guidelines are available at Mobile Marketing Association: http://mmaglobal.com/mobileadvertising.pdf.

26. The Future Is Now • Many companies are investing in mobile: • Custom development opportunities • Keep employees productive when they are traveling • Value-added services for customers • Education services • Multimedia • Visual learners

27. Summary • In this unit, we covered the following topics: • Mobile phone usage statistics • Making money • Mobile operating systems • Mobile certifications • Mobile device features