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How to design for mobile web.
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Satyajeet Singh .
Small Screen, BIG Bet !!
Internet Access
Mobile Phone Access
ECOSYSTEM
Market Share: OEMs
22.8
16.3
5.74.6332.6
2.42.1
1.7
35.8
NokiaSamsungLGAppleZTERIMHTCMotorolaHuawei DeviceSony EricssonOthers
Aug 2011 -Gartner
Market Share: OS
1 1.61.9
11.7
18.2
22.1
43.4
OthersMicrosoftBadaRIMiOSSymbianAndroid
Aug 2011 -Gartner
Market Share: Browsers
24.5
22.6
13.2
19.8
7.4
12.5
OperaiPhoneNokiaAndroidBlackBerryOther
Nov 2011 -StatCounter
Future
2007 2008 2009 2010 2011E 2012E 2013E 2014E 2015E0
400
800
1200
1600
2000
Mobile Internet Users Desktop Internet Users
Morgan Stanley Research
Mobile Web Usage
StatCounter
2006 2007 2008 2009 2010 20110
1
2
3
4
5
6
7
Prediction
Smartphones, were boldly predicted to out-ship the combined global market of laptop, desktop, and notebook computers in 2012.
They did so in the last quarter of 2010
Smart Phones
13% of total global handsets are smartphones, but they make up 78% of total handset traffic - Cisco
1% increase in Smartphones increases the data usage by 17% - Bharti
Smart Phones Users
35% browse the mobile internet at least daily, versus only 4% of feature phone owners
31% have accessed social networks using their mobile browser, compared to only 7% of feature phone users
70% have accessed email on their mobile device, versus only 12% of feature phone users.
What’s happened in 2010!
In 2010, visitors to web-based email sites declined 6%, but visitors accessing email with their mobile
devices grew by 36%
Traffic to mobile websites grew 600% after tripling between 2009 and 2010
50% of the Tweeps use a mobile device
1/3 of Facebook users access it via mobile and they are twice as active as their desktop counterparts
7% of the mobile Yelp users are responsible for 35% of all their searches
What’s happening Now !
What’s happening Now !
200m videos are being watches on YouTube from mobile devices everyday
30% of the 10m views of the ‘Kolavari di’ were from mobile
What are these guys doing on mobile ?
Where are they accessing it ?
80% during miscellaneous downtime throughout the day
74% while waiting in lines
69% while shopping
64% at work
62% while watching TV (a different study claims 84%)
47% during their commute
When are they accessing it ?
User segmentation !
α) Repetitive now Checking for the same piece of information over and over
again.
β) Bored now Who have time on their hands and are a lot more like casual
Web surfers
γ) Urgent now They request to find something specific fast
In a nutshell
“Desktop behavior is ‘diving’ while mobile is
‘snorkeling’
- Rachel Hinman (Nokia)
2 Things…
Local
50% of the searches done on mobile are local
35% were within 1mile of the property
- Priceline
Urgent
Wait time is as low as 6 seconds
- HFI
82% of the users booked for same day
- Priceline
How to go Mobile
Browser vs App
WEB NativeLow MaintenanceSpeed to MarketKnown technologiesCross Platform
Difficult to debugLimited access to HardwareDifficult to monetizeDifficult to distribute
Full access to hardwareEasier DistributionEasier testingEasier to start
App store review processLonger update timeProblem of discovery
Browser vs App
Update Frequency
Usage Frequency Complexity of UI
Importance of Reach
WEB
NATIVE
The problems
Mobile WebPerformance (is getting better)
NativeCross functionality (is getting worse)
but it’ll take time….
…….Till then
HYBRID ?
that is the Next Session !!
