SD1230 Unit 8 The Mobile Landscape

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.

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.

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.

Mobile Landscape Change ….and more change

2012 Mobile Phone Statistics From 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 % check their bank account online, up from 18% in % of adults have texted a charitable organization to make a donation.

Pew Studies % 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.

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

The World is Going Mobile Forbes – December % 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.

Google “Our Mobile Planet”

Making Money in Mobile

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

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.

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

Working with Operators Operators: – Publish content – Promote it to users – Provide billing and technical services

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

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

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

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.

App Store

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

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

Advertising Platforms AdMob Google AdSense Other affiliate programs Guidelines are available at Mobile Marketing Association:

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

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