1. Evolution Of The Mobile Ecosystem iRetroPhone

2. The Brick Era: Motorola DynaTAC Bell Labs proposed the idea of a cellular network in 1947 Japan launched first (analog) network in 1979; Nordic network launched in 1981 First handheld mobile phone in the US debuted in 1983; Motorola DynaTAC 8000x, cost $4K ($8,762 today)

3. The Flip Phone Motorola MicroTAC introduced in 1989; GSM- compatible (2G) and TDMA/Dual-Mode introduced in 1994 Reportedly inspired by Star Trek Pocket-sized

4. Candy Bar 2G (digital) network launched in Finland in 1991 included SMS

5. Smart Phones: Nokia 9000 Communicator, 1996

6. Smart Phones: Palm Treo 180, 2002

7. Smart Phones: Nokia 6650 (3G), 2002

8. Smart Phones: RIM BlackBerry 5810 2002

9. Smart Phones: Motorola Razr V3, 2004

10. Smart Phones: Apple iPhone, 2007 The Touch Era Is Born

11. Some Data Points March 2008: 85% iPhone users access news & info v 13.1% all mobile users and 58% all smart phone users More than 2,000 mobile applications in less than 1 year More than 10,000 mobile applications downloaded w/in 6 months of 3GS (June 2009)

12. The Mobile Ecosystem Operators and Networks Devices Operating Systems Application Frameworks Applications

13. Operators & Networks 1.China Mobile, >500M subscribers 2.Vodafone, >340M subscribers 3.Telefonica, >265M subscribers 4.America Movil, >182M subscribers 5.Telenor, >164M subscribers […] Verizon (45% Vodafone), >92M subscribers AT&T, >85M subscribers

14. Devices More than 4.6 billion cellphones More than 6-in-10 people have cellphones

15. Operating Systems Global Market Share

16. Application Frameworks Often Run On Top of OS Types: – S60, Symbian – Java-J2ME, basis for RIM – Cocoa Touch, Apple – Android SDK – Adobe Flash Lite – Windows

17. Applications Frameworks are standardized; devices are not Device variables include – Version supported – Screen size – Processor power – Graphics capabilities – Number and orientation of buttons

18. Web As Alternative? Web browser as solution to variability versus developing for a platform, such as iPhone or Android But each version of a device may have a different browser and/or a different version Operators set these requirements Problem: device fragmentation

19. Types : SMS Most basic: SMS – Send keyword (“health”) to a shortcode (“12345”) and get something in return

20. Types: Mobile Web App Mobile Web Apps – Basic HTML, CSS, Javascript – Challenge to support multiple devices – Logical extension of web apps – Alters views in place rather than loading new pages

21. Types : “Native Apps” Created and compiled for each platform Best-in-class user experience Cannot be easily ported to other devices – An exception: games are relatively easy to port

22. AP

23. BBC

24. NPR

25. Positioning Mobile Seventh mass medium - Tomi Ahonen – Printing – Audio Recording – Cinema – Radio – TV – Internet

26. Positioning Mobile First personal mass medium First always-on mass medium First always-carried mass medium First mass medium where individuals can be identified First mass medium to facilitate the “creative impulse” Source: Mobile Design and Development (p39) and http://communities- dominate.blogs.com/brands/2007/02/mobile_the_7th_.htmlhttp://communities- dominate.blogs.com/brands/2007/02/mobile_the_7th_.html

27. Developing A Strategy Local government: mass transit, community participation, feedback on public works projects, interaction with city council, info about parks and recreation Health: access to patient records, access to public health info, first aid tips, nutrition labels, recipes, fitness tips

28. Context Most mobile tasks are short Most mobile tasks are undertaken “in between” something else … waiting in line, riding the bus, walking between meetings

29. Genres : Utilities Simple; short, task-based scenarios Minimal set up Examples – Weather – Calculator – Clock – Stopwatch – ESPN Score Center

30. Genres : Productivity Structured, complex Accelerators, shortcuts Examples – Amazon – Facebook – RedBox – Wordpress – Yelp

31. Genres : Immersive Full screen, entertainment, specialized tasks Examples – BingMusic – Kindle – Ocarina – SkyVoyager – YouTube

32. Tips : Linking To Apps Find developer site (Google, Bing) Android Market (not all available) – Congress, Sunlight Labs CongressSunlight Labs WindowsPhone Marketplace – AP Mobile AP Mobile iTunes store (not straightforward) – iTunes Link Maker FAQ iTunes Link Maker FAQ – iTunes Link Maker iTunes Link Maker

33. iTunes Link Maker Example

34. Comparing Links iPhone – http://itunes.apple.com/us/app/irentmovie-netflix- manager/id312286988?mt=8&uo=4 http://itunes.apple.com/us/app/irentmovie-netflix- manager/id312286988?mt=8&uo=4 – http://www.oxycode.com/ http://www.oxycode.com/ Android –http://www.android.com/market/#app=com.sunlightlabs.an droid.congresshttp://www.android.com/market/#app=com.sunlightlabs.an droid.congress –http://sunlightlabs.com/http://sunlightlabs.com/ WindowsPhone –http://marketplace.windowsphone.com/details.aspx?appId =45d17172-e089-4a2e-8e58- 46a0806322ec&retURL=/categories.aspx?categoryId=500 73http://marketplace.windowsphone.com/details.aspx?appId =45d17172-e089-4a2e-8e58- 46a0806322ec&retURL=/categories.aspx?categoryId=500 73

35. Tips : Screen Captures iPhone: press “home” and “power” buttons simultaneously Android: Need to install ScreenshotScreenshot Nokia: Need to install a screenshot appa screenshot app Windows Phone: Need to install a screenshot appa screenshot app

36. Credits Kathy E. Gill, @kegill – http://wiredpen.com/ http://wiredpen.com/ – http://faculty.washington.edu/ http://faculty.washington.edu/ Creative Commons: non-commercial, attribution, share-and-share-alike – Historical device images copyright respective owners, used here via Fair Use Doctrine – iPhone app images made using my device