This document discusses strategies for mobile engagement using web technologies like HTML5, CSS3, and JavaScript. It notes that these technologies allow for offline applications, local storage, and transitions without requiring native apps. While HTML5 cannot do everything native apps can, like push notifications or audio/video capture, it provides portability across platforms and links that apps lack. The document advocates a skeptical and flexible approach, arguing mobile users want convenience more than bias and that the future may involve both web and native apps.

1. Web Technologies for
Mobile Engagement
Mark Salsberry – CEO at JetJaw
James Gardner – CTO at JetJaw

4. US Mobile Subscribers
Android
Non
Smartphone iPhone
RIM
Other
* ComScore, July 5

5. US Mobile Subscribers
Android,
13.8%
iPhone,
8.7%
RIM,
8.1%
Other,
3.7% * ComScore, July 5

6. Skin in the Game
Platform Backer
iOS Apple
Android Google
Blackberry / QNX RIM
Symbian Nokia
MeeGo Intel & Nokia
Bada Samsung
Web OS HP/Palm
Windows Phone 7 Microsoft

7. Risks
Bias
Cost
Approval
Time

8. assumption:
you need an “app”
question:
on which platforms

9. be skeptical

10. new assumption:
more people
less bias

11. new assumption:
mobile is
convenient

12. new question:
how?

13. voice
SMS
www
“app”

14. voice & SMS
future = present

15. www & native
apps
future = exciting

18. HTML 5
+
CSS 3
+
JavaScript

19. 1. offline
applications

20. 2. local storage

21. 3. CSS transitions

22. <audio>
<video>

23. <svg>
<canvas>
webGL

25. geolocation

26. what can’t
HTML 5 do?

27. push notifications

28. audio and video
capture

29. not much else

30. App Store

31. 1. write an app
2. get it in app store
3. ?????
4. profit

32. I'm somebody now!
Millions of people
look at this book
everyday! This is
the kind of
spontaneous
publicity - your
name in print - that
makes people. I'm
in print! Things are
going to start
happening to me
now.

33. what can’t
native apps do?

34. portability
links

35. portability

36. iOS
Android
Web OS
BlackBerry v6+
Windows Phone 7 w/ Mango
MeeGo
Bada
Mobile Firefox
Opera Mobile

37. links

38. http://example.com

39. www.example.com

40. click here

43. parable

46. </sarcasm>

47. We’re happy you shopped with us. We’d love to hear what you thought about the
experience. To let us know, please follow these simple instructions:
• If you have an iPhone, or iPad or iPod touch
• Open up the App Store
• If you have an Android phone (sometimes called a Droid, Inspire, MyTouch, Evo,
Behold, Cliq, Eris, Hero, Galaxy, Nexus, Desire or many other names)
• Open up the Android Marketplace. Note, your phone manufacturer may have
renamed the Android Marketplace to something else, or removed it and replaced
it with their own version, or installed the Amazon Marketplace, and we cannot
guarantee our application will be in all marketplaces.
• If you have an HP/Palm Web OS device (Pre, Pixi, TouchPad):
• Open up the App Catalog
• If you have a BlackBerry Device with OS version 5 or higher:
• Open up AppWorld
• Search for “Obvious Mobile Research Portmanteau”
• Download Obvious Mobile Research Portmanteau. It’s free!
• Open Obvious Mobile Research Portmanteau once it has finished loading
• Click on the “Find Survey” button on the bottom menu (It looks like a magnifying
glass) if you are on an iPhone, iPad or iPod touch. Otherwise bring up the menu and
select the “Find Survey” option.
• Search for “Joe’s Restaurant”
• Open the survey “Joe’s Restaurant 2011”
• Take our 2 minute survey.

48. We’re happy you shopped with us. We’d love to hear what you thought about the
experience. To let us know, please goto survey.example.com

49. We’re happy you shopped with us. We’d love to hear what you thought about the
experience. To let us know, please goto survey.example.com or text survey to 12345

50. We’re happy you shopped with us. We’d love to hear what you thought about the
experience. To let us know, please goto survey.example.com or text survey to 12345

51. We’re happy you shopped with us. We’d love to hear what you thought about the
experience. To let us know, please goto survey.example.com or text survey to 12345
(( tap here ))

52. Then

53. Now
Inbox (1,382)

54. SMS

55. Bite-Sized Chunks

56. Squeaky Wheel
Customer Mix Feedback Mix
Vocal Silent
Minority Majority
Silent Vocal
Majority Minority

57. Pinch, Pull, Pan = Painful

58. A little goes a long way
Right Wrong

59. Where is the Web?

60. roadmap

65. innovation

67. 2007

73. Apple
Microsoft

74. Apple

75. Microsoft

76. Advice

80. roadmap

81. Those who cannot remember the past
are condemned to repeat it.
-- George Santayana

82. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org
Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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