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Smartphones keep getting larger and tablets are getting smaller, beginning to totally blur what was just a few years ago considered a group of distinct form factors. The platforms that power these blocks of glass, plastic, and silicon have also seen improvements, with iOS7 appearing to be able to keep the iPhone growth alive and Android utterly dominating countries such as China in its path to 1 billion activations. New operating systems such as Firefox are in the wild as companies such as Microsoft frantically try to right the ship and save their platforms and devices from obscurity. Across Europe 4G LTE is beginning to see deployments that will allow its users to see the speed and latency benefits that those in parts of Asia, the US, and others have over the past years. This in turn will begin to accelerate mobile data consumption and creation across a greater global footprint. Live and high quality video from mobile devices will become amazingly commonplace. Today we are also seeing new products from Google, Samsung and even possibly Apple that are serious entrants to the wearable technology arena – and all of them are running mobile operating systems. Apple has thrown down the gauntlet against NFC technology with its new iBeacon service which means that all parties involved are taking mobile payments and other types of direct interactions over secure mobile channels very seriously. Organizations who are late to the mobile game are hurrying to catch up. Many who have focused more on the consumer aspect of mobility are starting to put serious efforts into B2E mobile initiatives. Those who are already mobilizing their workforce are looking for ways to improve, standardize, and focus their efforts. Also, the Web isn’t going anywhere…. So what does this all mean to you?
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Mobile Insights for 2014AND BEYOND
Dan LewisJudge Consulting Group
JBoye13 - Aarhus
Obligatory Bio SlideMy name is: Dan Lewis
I am from: Philadelphia, Pennsylvania - USA
I work for: The Judge Group, Inc. – A global professional services organization
As the: Head of Mobile Solutions for Judge Consulting
For my job I: Help diverse global organizations to better leverage mobile and web technology
I used to: Build intranets, websites, and database stuff
The MarketA LOOK BACK AT 2013
Platforms – 2013 Notable Notes
Android
• De-fragmentation strategy in place
• Major growth continues
• Dependency on OEMs
BlackBerry
• Not for sale – not a contender either
• BBM for all (years late)
iOS
• Major refactoring and platform refresh
• Slowed growth
• 64-Bit strategy
Windows
• Major write-downs on Surface
• Microsoft buys Nokia mobile
Other
• Firefox is in the wild
• Samsung Tizen device soon?
Platforms – Smartphones
2013 MARKET SHARE (%)
2017 MARKET SHARE (%)
2013 Market Share (%) 2017 Market Share (%)
Android 75.30% 68.30%
iOS 16.90% 17.90%
Windows Phone 3.90% 10.20%
BlackBerry OS 2.70% 1.70%
Others 1.20% 1.90%
Global Smartphone Projected Platform Market Share
Source: IDC Worldwide Mobile Phone Tracker, September 4, 2013
OEMs - Smartphones
3Q12 UNIT SHIPMENTS (MILLIONS)
3Q12 MARKET SHARE (%)
3Q13 UNIT SHIPMENTS (MILLIONS)
3Q13 MARKET SHARE (%)
3Q12 Unit Shipments (millions) 3Q12 Market Share (%) 3Q13 Unit Shipments (millions) 3Q13 Market Share (%)
Samsung 57.8 31.00% 81.2 31.40%
Apple 26.9 14.40% 33.8 13.10%
Huawei 7.1 3.80% 12.5 4.80%
Lenovo 6.9 3.70% 12.3 4.70%
LG 7 3.80% 12 4.60%
Others 80.5 43.20% 106.6 41.30%
Global Smartphone OEM Market Share and Totals
Source: IDC Worldwide Mobile Phone Tracker, October 29, 2013
OEMs - Tablets
3Q12 UNIT SHIPMENTS (MILLIONS)
3Q12 MARKET SHARE (%)
3Q13 UNIT SHIPMENTS (MILLIONS)
3Q13 MARKET SHARE (%)
3Q12 Unit Shipments (millions) 3Q12 Market Share (%) 3Q13 Unit Shipments (millions) 3Q13 Market Share (%)
Apple 14 40.20% 14.1 29.60%
Samsung 4.3 12.40% 9.7 20.40%
Asus 2.3 6.60% 3.5 7.40%
Lenovo 0.4 1.10% 2.3 4.80%
Acer 0.3 0.90% 1.2 2.50%
Others 13.5 38.80% 16.8 35.30%
Global Tablet OEM Market Share and Totals
Source: IDC Worldwide Tablet Tracker, October 30, 2013
2014 - Trends to WatchWHAT WILL BE HOT
Mobile Payments Maturing
Over-the-Top
Providers
Financial Institutions
Carriers
iBeacon vs NFC
Source: GigaOM
Mobile and Location-Based Advertising
Location is the new cookie
•Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering.
•That's where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.
Money is flowing into location-based mobile marketing
•A recent survey of 400 brand executives by Balihoo found that 91% planned to increase their investments in location-based marketing campaigns in 2013.
•Finally, a study by Berg Insight found that location-enabled ad spend reached about 8% of total mobile ad spend for 2012. This proportion is expected to increase to 33% by 2017.
Location-based data is driving much of the interest - and success
•Enabling campaigns with local data produces measurable results.
• In a study of over 2,500 of its mobile marketing campaigns, Verve found that its location-based ad efforts were about twice as effective as the mobile industry average click-through rate (CTR) of 0.4%.
•Geo-aware ads, geo-fenced ads, and location data paired with audience demographics or purchase intent are all proving to be extremely successful.
Source: Business Insider August 2013
IT is Losing Control
Bring Your Own Everything
Source: 2001 Australian Grand Prix
How are we building this stuff?ALL OF THE “GEEK SPEAK”
Mobile Web vs Responsive vs App vs ???
Source: Brad Frost
Native vs Hybrid vs Web
Native
• Best performance
• 3D and Gaming
• App store presence
• Expensive – especially across platforms
Hybrid
• Native SDK access
• App store presence
• Performance can be questionable
• Cross-platform faster/cheaper than Native
Web
• No Native SDK access
• Not offline-friendly
• Low cost of entry
• Cross-platform cheapest of all
Rethinking the Enterprise Lifecycle
Frequent Platform Updates
Constant Application
Patches
Short Hardware Lifespan
Specific Testing is
Mandatory
Multi-Device Users
Changing Methodologies
Waterfall Agile Wet Agile?
Take a break!
So how (mobile) mature is your organization?EXERCISE #1
Exercise #1: Mobile Maturity Inventory
Apps Virtual Desktop Mobile Web Responsive Native App
Sales / CRM
Intranet
External Web
Consumer App
Collaboration
Devices BYOD COPE
Android
BlackBerry
iOS
Windows
Other
Evaluate
How many separate mobile-available applications are present in your organization – internal AND external?
Does your organization have an official mobile strategy – if so share an overview?
Does your software lifecycle policy account for mobile application support and maintenance?
Is your organization supporting more than one mobile platform – if so which ones?
Are mobile employees regularly using 3 devices (PC, tablet, smartphone)?
Anyone care to share?
Take a break!
Empowering Mobile Content Creation THE MOBILE WORKER WILL BE ENABLED
Who is a mobile worker?
Courtesy: Frank Carter
Remote
Courtesy: Dakar Rally
Remote
Courtesy: Dakar Rally
Field
Courtesy: Boeing
Travelling
How has this worker’s mobile toolset evolved?
From Email & Calendar
To Staff Directories and CRM
And Collaboration
Soon we will be creating
Empower the ability to create
Treat clients as more than consumers
Collect and curate mobile content
Provide friendly access…
Responsive Websites
Platform-agnostic “Apps”
Make Security EASY!
Is this being done today?AND BY WHO?
CNN iReport
Waze
PlanGrid
What is preventing us from creating the way we do on a PC?AND IS IT REALLY A PROBLEM?
Screen Size?
Processing Power?
Storage?
The Keyboard and Mouse!
What is the new input pattern?WHAT CAN REPLACE THE KEYBOARD & MOUSE?
Touch?
Voice?
Eye Movement?
A Hybrid?
Only you will decide
Can you help make content creation more mobile-friendly?EXERCISE #2
CHALLENGES
Application Problem Area
Photoshop Right Click and Keyboard Modifiers (Alt,Ctrl,Shift)
SOLUTIONS
Input Method Provide Examples of this Method to Solve Challenge
Touch
Voice
Eye
Other
Exercise #2: Making Creation Mobile
Anyone care to share?
The road to Empowerment passes through EnablementA FINAL THOUGHT
Thank You!D A N L E W I S
J U D G E C O N S U L T I N G G R O U P
@ D A N T H E I T M A N
D L E W I S @ J U D G E . C O M
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