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Dec 10, 2013 (3 years and 8 months ago)

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Evolution

Of The

Mobile
Ecosystem

iRetroPhone

The Brick Era: Motorola
DynaTAC


Bell Labs proposed the idea of a
cellular network in 1947


Japan launched first (analog)
network in 1979; Nordic
network launched in 1981


First
handheld
mobile phone in
the US debuted in 1983;
Motorola
DynaTAC

8000x
, cost
$4K ($8,762 today)

The Flip Phone


Motorola
MicroTAC

introduced in 1989;
GSM
-
compatible (2G)
and
TDMA/Dual
-
Mode
introduced in 1994


Reportedly inspired by Star
Trek


Pocket
-
sized



Candy Bar


2G (digital) network
launched in Finland in
1991 included SMS




Smart Phones:

Nokia 9000 Communicator, 1996


Smart Phones:

Palm Treo 180,

2002

Smart Phones:

Nokia 6650 (3G),

2002

Smart Phones:

RIM

BlackBerry 5810

2002

Smart Phones:

Motorola
Razr

V3, 2004

Smart Phones:
Apple
iPhone
,

2007



The Touch Era

Is Born

Some Data Points


March 2008: 85%
iPhone

users access news &
info
v

13.1% all mobile users and 58% all
smart phone users


More than 2,000 mobile applications in less
than 1 year


More than 10,000 mobile applications
downloaded
w
/in 6 months of 3GS (June
2009)

The Mobile Ecosystem


Operators and Networks


Devices


Operating Systems


Application Frameworks


Applications



Operators & Networks

1.
China Mobile, >500M subscribers

2.
Vodafone, >340M subscribers

3.
Telefonica
, >265M subscribers

4.
America
Movil
, >182M subscribers

5.
Telenor
, >164M subscribers


[…]


Verizon (45% Vodafone), >92M subscribers


AT&T, >85M subscribers



Devices


More than 4.6 billion
cellphones


More than 6
-
in
-
10 people have
cellphones

44.3

19.4

15.4

9.6

6.8

4.4

Percent, 1st Qtr 2010

Symbian
RIM
Apple
Android
Windows
Other
Operating
Systems
Global

Market Share

Application Frameworks


Often Run On Top of OS


Types:


S60,
Symbian


Java
-
J2ME, basis for RIM


Cocoa Touch, Apple


Android SDK


Adobe Flash
Lite


Windows

Applications


Frameworks are standardized; devices are
not


Device variables include


Version supported


Screen size


Processor power


Graphics capabilities


Number and orientation of buttons

Web As Alternative?



Web browser as solution to variability versus
developing for a platform, such as
iPhone

or
Android


But each version of a device may have a
different browser and/or a different version


Operators set these requirements


Problem: device fragmentation

Types : SMS


Most basic: SMS


Send keyword (“health”) to a
shortcode

(“12345”) and get something in return


Types: Mobile Web App


Mobile Web Apps


Basic HTML, CSS,
Javascript


Challenge to support multiple devices


Logical extension of web apps


Alters views in place rather than loading new
pages


Types : “Native Apps”


Created and compiled for each platform


Best
-
in
-
class user experience


Cannot be easily ported to other devices


An exception: games are relatively easy to port

AP

BBC

NPR

Positioning Mobile


Seventh mass medium
-

Tomi

Ahonen


Printing


Audio Recording


Cinema


Radio


TV


Internet

Positioning Mobile


First personal mass medium


First always
-
on mass medium


First always
-
carried mass medium


First mass medium where individuals can be
identified


First mass medium to facilitate the “creative
impulse”


Source
: Mobile Design and Development (p39) and
http://communities
-
dominate.blogs.com/brands/2007/02/mobile_the_7th_.html


Developing A Strategy


Local government: mass transit, community
participation, feedback on public works
projects, interaction with city council, info
about parks and recreation


Health: access to patient records, access to
public health info, first aid tips, nutrition
labels, recipes, fitness tips

Context


Most mobile tasks are short


Most mobile tasks are undertaken “in
between” something else … waiting in
line, riding the bus, walking between
meetings

Genres : Utilities


Simple; short, task
-
based scenarios


Minimal set up


Examples


Weather


Calculator


Clock


Stopwatch


ESPN Score Center

Genres : Productivity


Structured, complex


Accelerators, shortcuts


Examples


Amazon


Facebook


RedBox


Wordpress


Yelp


Genres : Immersive


Full screen, entertainment, specialized
tasks


Examples


BingMusic


Kindle


Ocarina


SkyVoyager


YouTube

Tips : Linking To Apps


F
ind developer site (Google, Bing)


Android Market (not all available)


Congress
,
Sunlight Labs


WindowsPhone

Marketplace


AP Mobile


iTunes store (not straightforward)


iTunes Link Maker FAQ


iTunes Link Maker

iTunes Link Maker Example

Comparing Links


iPhone


http://itunes.apple.com/us/app/irentmovie
-
netflix
-
manager/id312286988?mt=8&uo=4


http://www.oxycode.com/


Android


http://www.android.com/market/#app=com.sunlightlabs.an
droid.congress


http://sunlightlabs.com/


WindowsPhone


http://marketplace.windowsphone.com/details.aspx?appId
=45d17172
-
e089
-
4a2e
-
8e58
-
46a0806322ec&retURL=/categories.aspx?categoryId=500
73





Tips : Screen Captures


iPhone
: press “home” and “power” buttons
simultaneously


Android:

Need to install
Screenshot


Nokia:

Need to install
a screenshot app


Windows Phone:

Need to install
a screenshot app

Credits


Kathy E. Gill, @
kegill


http://wiredpen.com/


http://faculty.washington.edu/


Creative Commons: non
-
commercial,
attribution, share
-
and
-
share
-
alike


Historical device images copyright respective
owners, used here via Fair Use Doctrine


iPhone

app images made using
my device