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Apps available by platform PlatformTotalPercentage iOS617, % Android342, % BlackBerry117, % Windows Phone42, % 8 Source: Mobilewalla (Mar 2012)

Worldwide smartphone market 2011 Operating SystemShipments (million) Market shareAnnual growth Android %244.0% iOS %96.0% Symbian %-29.1% BlackBerry %5.0% Bada %183.1% Windows Phone6.81.4%-43.3% Others5.41.1%14.4% Total %62.7% 9 Source: Canalys (Feb 2011)

Three Simple Rules Rule #1 –it's not an either-or proposition Rule #2 –mobile websites promote usability –native apps promote relationships Rule #3 –If you build it, they will not come 10 Source: Econsultancy (Oct 2011)

It's about usage - not units 11 Source: Forbes (Sep 2011)

When Does an App Make Sense? Interactivity / Gaming Regular usage / personalization Complex calculations or reporting Native functionality or processing required No connection required 12 Source: Human Service Solutions (2011)

Advantages of a Mobile Website Immediacy – instantly available Compatibility – compatible across devices Upgradability – can be updated instantly Findability – can be found easily Shareability – can be shared easily LifeCycle – can’t be deleted Time and Cost - easier and less expensive to develop Support and Sustainability - easier and less expensive to maintain 13 Source: Human Service Solutions (2011)

Return on Investment CostReachValue Mobile Website$30, %2839 Apps (iOS, Android, BB)$90, % Source: Mashable Business (Feb 2011) Value = number of people reached per dollar spent In other words, you can reach nearly five times as many people per dollar invested with a mobile website rather than a native mobile app.

Enterprise Systems Access to information stored in RDBM Limited integration with social networks No real requirement for device specific features HTML5 can deliver what we need 15 Solution = responsive web design

Responsive Web Design 16 Source: Squiz (2011)

Advantages Build it once Maintain it once Availability across multiple platforms Fully ANU controlled 17

Fragmentation 18 This is a very unstable market. Everything can change within months. Source: Forbes (Sep 2011) Who wants to study yet another SDK, learn another language, and go through yet another app submission process? Who will continue to keep the code up to date for all these platforms as each one splinters into new incarnations, releases new hardware and OS updates. Fragmentation is a costly long-term investment and people are beginning to realize that native apps are not a sustainable long-term solution. Source: Smashing Magazine (Jan 2011)

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