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발표자 : 황병선 청강대 교수/플랫폼전문가그룹 대표위원
Hybrid Apps on the rise:Business perspectives 2012.3.7
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목차
• Hybrid App의 현재
• Hybrid App과 App Store의 관계
• Hybrid App의 시장 세분화 동향
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BUSINESS PERSPECTIVES?
UX
Dev CostMobile Web
Hybrid App
Native App
Mobile Web과 Hybrid App과 Native App기술을 UX와 개발비만으로 비지니스 관점에서 판단할 수는 없다.
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WHY MOBILE WEB WITH HTML5?
Easy Learning Cross platform
실제로 HTML5기반의 Mobile Web의 장점은 크게 낮은 학습비용과 크로스플랫폼 능력이다.
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MOBILE WEB IS NOT THE EASIEST PLATFORM아래 조사에 의하면 개발자가 느끼는 쉬운 플랫폼에서 Mobile Web은 6위를 차지했다.
© VisionMobile 2011 | www.DeveloperEconomics.com
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HOW DO PLATFORM CHARACTERISTICS STACK UP ?
3. The building blocks of mobile apps
Getting to grips with mobile
Not all platforms are designed equal – and getting to grips with mobile development can be a major investment of time and effort, depending on which platform you choose to learn.
Android and Qt are by far the easiest platforms to learn, with respondents requiring an average of under six months to master. In contrast, Java ME and Symbian are the hardest platforms to get to grips with, taking over 10 months to master.
Contrary to popular perception, mobile web isn’t such an easy platform to learn, ranking sixth in terms of learning curve. This is not due to the complexity of any one language like HTML or JavaScript, but due to the need for web developers to learn a complex stack of languages and technology frameworks across client and server environments, in addition to having to battle with the challenges of cross-browser portability.
The next chart illustrates the relative learning curve per platform, and how not all platforms are born equal.
Mobile Web is not the easiest platform
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WHY IT IS NOT SO EASY ?
•기존 App 개발자에게
• Standalone app 개발자에게 3 tier 개발은 어려운 구조
• Client-Server 구조의 개발도 그리 쉬운 구조는 아님
•아직 HTML5의 Canvas도 그리 접근이 쉽지는 않음
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MOBILE WEB IS NOT THE SINGLE PLATFORM한 플랫폼안에서 10개 이상의 버전이 있는 비율이 얼마나 되는가의 순위에서 모바일웹은 4위에 그쳤다.
© VisionMobile 2011 | www.DeveloperEconomics.com
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Measuring fragmentation
Fragmentation is as old as software itself. Fragmentation challenges have been a key topic of discussion in mobile industry circles since Java ME started proliferating in 2004-5. No matter the platform advances, fragmentation remains an unsolved problem – both for developers targeting multiple platforms, but also for the likes of Apple, Google and Microsoft, for whom fragmentation can break the ‘platform story’.
Moreover, fragmentation is a challenge for brands and commercial organisations going mobile, as it adds a completely new dimension of complexity. For brands, extending presence to the web is a straightforward process involving developing a website and testing it across the two or three mainstream browsers found on 80% of devices. Going mobile complicates things much further, as developing across the top three or four mobile platforms (iOS, Android, Symbian and BlackBerry) reaches just over 20% of the devices sold on average, and represents a much more resource-intensive operation as there is very little code reuse across these platforms. Extending user reach beyond this 20% presents formidable challenges which can only be addressed only with a lowest common denominator approach.
To quantify platform fragmentation we asked developers how many versions (also referred to as SKUs - stock-keeping units) of their apps they need to develop.
“Commercial and UX considerations aside, 97% of the application code across iPhone and iPad is usually the same.”
Alex Curylo Winner of "Most Innovative Product", Apple Design Awards
Mobile Web is not the singular platform
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WHY NOT ANGRY BIRDS ON IOS’ SAFARI ?Angry Birds가 크롬 웹브라우저에서 동작하는 버전이 아이패드 사파리에서는 동작하지 않는 이유가 바로 그것이다.
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BASTION BY CHROME’S NATIVE CLIENT최근 크롭 웹스토어에 발표된 Bastion이란 게임은 아예 웹브라우저에서 Native Code 기반으로 개발되기도 했다.
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7Copyright © 2011 Appcelerator, Inc. and IDC. All Rights Reserved.
Major Platform Ranking Shu!e
In addition to Amazon shaking up the mobile scene, Appcelerator and IDC also found that there was the most movement throughout the mobile OS rankings since Appcelerator started tracking mobile platforms in January, 2010. Consolidation, new players, and partnerships are defining a rapidly evolving mobile landscape as we end the year.
Priorities changed significantly this quarter due in large part to HP pulling the plug on Palm/webOS devices and Nokia increasingly putting its weight behind Windows Phone 7. Appcelerator and IDC continue to see HTML5 maintaining its importance, but still behind iOS and Android native application development.
Appcelerator-IDC-Q4-2011-Mobile-Developer-Report
BUT, MOBILE WEB IS VERY INTERESTED INIDC 조사에서 개발자들이 향후 관심있는 플랫폼에 5위는 그래도 모바일웹으로 향후 가능성이 높다.
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CUT THE ROPE ON IPADCut the Rope는 완벽하게 HTML5/CSS/JavScript만으로 동작하기때문에 아이패드/아이폰에서도 동작한다.
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CUT THE ROPE ON IPHONECut the Rope는 완벽하게 HTML5/CSS/JavScript만으로 동작하기때문에 아이패드/아이폰에서도 동작한다.
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Plan PlatformSelect
Develop& Debug
MarketReadiness
Retailing&Monetization
In-lifeManagement
STPConceptFeature
PrototypingFocus groups
STPConceptFeature
PrototypingFocus groups
PlatformAddressable market
platform featureslearning curveconferences
IDEs & SDKUI Toolsemulator
Communityprofiling
test frameworkporting toolstech supports
Dev certificationApp signing
Regional testingBeta testingLocalizationPackaging
Market Channelpromotional Tool
Co-marketingRevenue models
Billing & settlement
AnalyticsUser rating
User supportUpdates
cross-sellingPrivacy compliance
Development Operation
APP DEVELOPER JOURNEY
Mobile-Megatrends-2011-VisionMobile
앱개발사가 앱 상용화에 필요한 단계를 보면 개발(기획/플랫폼선정/개발)이후에도 다양한 요소들이 필요하다
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WEB PAGES >< MOBILE APPS웹페이지와 모바일앱의 차이에서 제일 중요한 것이 Discovery, Distribution, Monetization 들이다.
HTML5 and what it means for the mobile industry
© VisionMobile 2011 4
Background: Web vs. apps
In today’s world of apps, the web seems to have taken a seat in the back row. But many
industry observers are predicting a comeback with HTML5 advancements, the
proliferation of smartphones and ubiquitous backing by both telcos and Internet
players. Is the web as we know it about to change?
First things first: what is the web?
Firstly, the web is a language for creating interactive, navigable content, which consists
of three main parts: HTML (the language used to define the static text and images), CSS
(the language defining styling and presentational elements) and JavaScript (the
language describing the interactions and animations).
Secondly, the web is a paradigm for open, unfettered access to content that is not
controlled by any single entity. In the era where apps distribution is controlled by single
vendors like Apple and Google, the web seems to challenge the status quo. We ‘ll
address the impact of the web to the mobile value chain later in this paper.
There are many ways in which web pages differ from mobile apps today, as shown in
the next table.
Key differences between web pages and mobile apps (simplified)
web pages mobile apps
development HTML, CSS, JavaScript Objective C, Java or other
packaging set of linked pages accessible
via a web browser or packaged as widgets
self-contained applications
accessible via the phone user interface
personalisation via cookies via GPS location, contacts & more
discovery via any search engine via certain app stores
distribution via any website via certain app stores
availability on any browser on specific smartphones
monetisation ads micro-payments, ads
success criteria unique visitors downloads
source: VisionMobile HTML5 and what it means for the mobile industry
Web pages vs Mobile Apps
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Discovery Distribution Monetization
이 세가지를 웹브라우저 기반 생태계에서 보면 검색과 웹사이트의 품질 관리, 광고 비지니스 모델임을 알 수 있다
SUCCESS FACTOR FOR HYBRID APP
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DO YOU WANT 154 MILLION PAGES?검색이 아직도 유효하지만 요즘 재미있는 아이폰 게임을 하나 찾기 위해서 1.5억개의 웹페이지를 보고 싶지는 않다
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APP STORE IS MORE EASIER THAN SEARCH앱스토어는 결국 앱이란 형태로 서비스나 컨텐츠를 쉽게 찾을 수 있는 곳이므로 일반 웹 검색의 필요성을 감소시킨다.
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WHY DO I CARE ABOUT THESE PAGES ?웹사이트는 생태계 관점에서 그 콘텐츠들의 품질 관리가 어렵기 때문에 근본적인 위험성를 내포하고 있다
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WE NEED KILL SWITCH FOR ECOSYSTEM스마트폰의 앱스토어에 모두 제공되는 “원격 앱 제거 기능”은 생태계 품질관리를 위해서는 필요하다
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WHO IS THE MOST EARNING COMPANY?웹브라우저 기반 생태계에서 구글이 광고 모델로 다른 회사에 돈을 벌게 해주는 비율이 점차 줄어들고 있다
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WHAT IS THE REVENUE MODEL WITH APPS?앱 생태계에서는 광고 모델뿐만 아니라 유료다운로드, 고급서비스, 앱 내부 구매, 가입 모델등 다양한 BM이 있다
© VisionMobile 2011 | www.DeveloperEconomics.com
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purchases are three times less popular than the pay-per-download model, across all major platforms.
The distribution of revenue models varies widely by platform. Among mobile web developers, advertising was the most popular model, with many Android developers also using this model. Pay-per-download was most popular among iOS developers.
App stores have radically enabled new revenue models. For example, use of pay-per-download is three times higher for developers using an app store, as opposed to developers who primarily distribute apps through their own website. Use of advertising and in-app purchase is almost double for apps distributed via an app store.
Finally, a small percentage of developers (on average one in 10, irrespective of platform), make money through brand extensions or service revenues. This revenue model appears to be more popular than average amongst mobile web developers.
When it comes to brands and commercial organisations, generating direct revenues from a mobile app is not often the top priority. Most brands introduce apps as a way to increase accessibility and interaction with their target market. However, organisations becoming savvier in extending their digital strategies into mobile, are seeking to generate revenue as well. Our research highlighted three main mobile revenue streams that brands are looking into: advertising, one-off or subscription-based app sales (if the
What is the revenue model with apps?
��
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© VisionMobile 2011 | www.DeveloperEconomics.com
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purchases are three times less popular than the pay-per-download model, across all major platforms.
The distribution of revenue models varies widely by platform. Among mobile web developers, advertising was the most popular model, with many Android developers also using this model. Pay-per-download was most popular among iOS developers.
App stores have radically enabled new revenue models. For example, use of pay-per-download is three times higher for developers using an app store, as opposed to developers who primarily distribute apps through their own website. Use of advertising and in-app purchase is almost double for apps distributed via an app store.
Finally, a small percentage of developers (on average one in 10, irrespective of platform), make money through brand extensions or service revenues. This revenue model appears to be more popular than average amongst mobile web developers.
When it comes to brands and commercial organisations, generating direct revenues from a mobile app is not often the top priority. Most brands introduce apps as a way to increase accessibility and interaction with their target market. However, organisations becoming savvier in extending their digital strategies into mobile, are seeking to generate revenue as well. Our research highlighted three main mobile revenue streams that brands are looking into: advertising, one-off or subscription-based app sales (if the
What is the revenue model with apps?
��
Placement Quality Assurance Revenue Model
앞의 세 가지 요소를 앱 생태계 관점에서 보면 상품진열, 품질 보증, 수익 모델에 대한 다양성임을 알 수 있다.
SUCCESS FACTOR FOR HYBRID APP
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Mobile Web Hybrid App Native App
Placement
Quality Assurance
Revenue Model
UX
BEST WAY TO PACKAGE YOUR SERVICE서비스를 어떤 형태로 제공할 것인가를 판단할 때 사업 관점에서는 앞의 세 요소가 주는 장단점을 고려할 필요가 있다
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IS THERE ANOTHER OPPORTUNITY?
Consumer centric Enterprise centric
이러한 요소들이 별로 필요하지 않은 또 하나의 시장이 바로 기업대상의 서비스/앱 분야이다.
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ENTERPRISE CENTRIC MARKET
Page! 26!
Deploy game-changing retail app worldwide
helped
Increase revenue by 300%
at counters
Roll out 20,000 iPads
Deliver a solution world-
wide zero local IT touch
Save $2.5MM+ per year in
direct IT costs
기업 내부에서 사내 교육용등으로 개발되는 앱은 앞의 요소들을 고려할 필요가 없으므로 Mobile Web기반도 훌륭하다.
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ADOBE TOOL FOR WEB APPS
Dreamweaver+jQuery+PhoneGap Adobe Edge
Adobe는 기존의 저작도구를 발전시켜 웹앱을 지원하도록 하고 있고, CSS용 애니메이션 도구도 출시 예정이다.
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MEDIA CENTRIC AUTHORING TOOL
Moglue’s eBook Builder iBook Author
전자책 같은 특화 시장은 일반적인 HTML5접근보다는 전용 저작도구등의 접근이 오히려 현실적일 수 있다.
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CONCLUSION
• HTML5/Hybrid App은 성장하고 있고 빠르게 확산되고 있다.
• Hybrid App이 “앱”형태로서 장점은 App Store 기반이란 점이다.
• HTML5는 Web Page보다는 Mobile App을 위한 표준이 되고 있다.
• 웹 페이지 방식보다는 앱 개발을 위한 MVC 모델 공부가 중요하다.
• HTML5 Tool처럼 JavaScript도 Tool 연동 Framework가 증가한다.
• 더 전문화된 시장별로 전체 Ecosystem을 제공하는 서비스가 증가한다.
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• 황병선
• 청강대 모바일스쿨 스마트폰 전공
• Twitter : @marsnine
• Mail : [email protected]
• Blog : http://futurewalker.kr
• Team : http://platformadvisory.kr
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REFERENCE
• Developer Economics 2011 by Vision Mobile
• HTML5 and what it means for the mobile industry by Vision Mobile
• Appcelerator-IDC-Q4-2011-Mobile-Developer-Report by Vision Mobile
• Will HTML5 replace native apps? It might: here's how to figure out when : http://bit.ly/xQhTLa
• HTML5 Challenges the “Native App & Store” Distribution (and Business) Model : http://bit.ly/A5NbvG
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