This time AppTalk will focus on the everyday question of web applications vs hybrid applications vs native mobile applications. We'll provide guidance in making the business decision between these approaches. This will be presented through practical real-life cases. The focus will be on mobile applications rather than games. Agenda: 14:00 Welcoming words, Karl Ots / Symbio Responsive web Dedicated mobile site PhoneGap hybrid apps Native HTML5 apps Discussion & networking Speaker: Sebastian de Mel, frontend developer at Exove Oy. Sebastian has been in the web business as a entrepreneur for over 5 years until recently when he joined the ranks of Exove Oy, whose customers include: Nelonen, Fiskars Bonnier publication and others. He studied algorithms in University of Tampere and has a Media-assistant degree. Technologies he uses in his daily work are: JavaScript (Underscore, jQuery, Zepto etc.), PhoneGap, eZ Publish, Drupal, Concrete5. Event coordinator, Karl Ots: tel. 050 480 1102, email karl.ots [at] youngdevelopers.fi

1. AppTalk Frontline
13.2.2013

2. Agenda
 Welcomingwords by Karl Ots, Symbio
 Native, HybridorWeb app?
 Mobile frontend
 Discussion&networking
2

3. Speaker
 Sebastian de Mel, frontend developer at Exove Oy.
 Been in the web business as a entrepreneur for over 5 years until recently when
he joined the ranks of Exove Oy, whose customers include:
Nelonen, Fiskars, Bonnier publication and others.
 Studied algorithms in University of Tampere and has a Media-assistant degree.
 Technologies used in daily work:
 JavaScript, Underscore, jQuery, Zepto etc.
 PhoneGap
 eZPublish, Drupal, Concrete5
3

4. Native, Hybrid
orWeb app?
4

5. Initialquestions
Doesitmakesense?
”According to AppsFire's analysis, by the time you hit the
1000th app (as far as popularity), you're looking at only
1.76 percent of users with the program installed. Once
you pass the 2000th program, the number of active
installs is barely a blip on the radar.”
Source:PCWorld(http://www.pcworld.com/article/181448/Apples_App_Store_100000_Apps_But_Most_Are_U
nused.html)
5

6. Initialquestions
Does it make sense?
Mobile apps reach ROI is over two times smaller than an mobile websites
Reach (Persons per €) in Finland
Mobile website
Mobile app (WP, Android, iOS)
Reach (Persons per €)
Mobile app (Android)
0 10 20 30 40 50 60
Assumptions in calculation:
- Mobile App (Android) costs 28 000€ - Smartphone penetration 38%
-Mobile App (iOS, Android, WP) costs 84 000€ - Finland’s population 2012: 5 262 930
- Mobile website costs 28 000€ - Market share: WP 33%, Android 33%, iPhone15%, other 19%
Data sources: - 78% of smartphone users browse internet with there phone 6
http://www.thinkwithgoogle.com/mobileplanet, Finland data set
http://wmpoweruser.com/finnish-carrier-data-shows-windows-phone-had-33-market-share-in-june/

7. Initialquestions
Doyouneedit and doesitfityour business?
Asked whether he lost a big promotional opportunity by leaving the
iTunes store, he replied: “I don’t need Apple to tell the world the
Financial Times is here. We’ve been here for 120 years.” He added
that iOS apps don’t seem to be working for publishers, as they’re
not bringing in enough revenue. Said Grimshaw: “I’m not sure it’s all
that it’s cracked up to be.”
Source: PaidContent.org(http://paidcontent.org/2012/05/23/ft-web-app-success/)
7

8. Initialquestions
Areyourcompetitorsthere?
Howwellaretheydoing?
AppStore App Sweden Uk Germany USA
IKEA #210 #15 #148 #42 #284
Walmart NA NA NA #32
H&M #29 #2 #112 #12 #28 #4 #67
8

9. Decissionmodel
Customer Content Use Company Development
• Country • Lifetime • Type • Goal • Speed
• Ecosystem • When • Where • Budget • Quality
• Age • User created • Offline/Online • ROI • Complexity
• Gender • Private/Share • Session length • App Lifetime • Maintenance
• Connectivity • “Max” delay • Features
9

10. Customer
 Country/Ecosystem
 Age
 Gender
10

11. Customer: Country/Ecosystem
Globally: Android, iPhone Finland: Android, Windows Phone
11
Sources:
WM Power User.com, http://wmpoweruser.com/finnish-carrier-data-shows-windows-phone-had-33-market-share-in-june/
Tech Thoughts.net,http://www.tech-thoughts.net/2012/07/global-smartphone-market-share-trends.html#.UUiLAVuPhW0

12. Customer: Country/Ecosystem
2012 Smartphone ranks
Elisa consumer (FIN) DNA (FIN) Sonera (FIN)
1. Nokia Lumia 800 1. Samsung Galaxy Y 1. Nokia Lumia 800
2. Apple iPhone 4S 2.Nokia Lumia 920 2. AppleiPhone 4S
3. Nokia C2-01 3. Nokia Lumia 800 3. Samsung Galaxy Xcover
4. Samsung Galaxy S III 4. iPhone 5 4. Samsung Galaxy Gio
5. Samsung Galaxy S II 5. Nokia 113 5. Apple iPhone 5
12
Sources:
Mobiili.fi, http://mobiili.fi/2013/01/02/dnan-elisan-ja-soneran-suosituimmat-vuonna-2012-nokian-lumiat-parjasivat-hyvin/

13. Customer: Age
13
Sources:
Business Insider, http://www.businessinsider.com/chart-of-the-day-smartphone-demographics-still-skew-young-and-moneyed-2012-7
MarktingCharts.com, http://www.marketingcharts.com/wp/topics/demographics/tablet-adoption-less-age-dependent-than-smartphone-ownership-in-developed-markets-25824/

14. Customer: Age
14
Sources:
Telecom Circle, http://www.telecomcircle.com/2011/10/chart-demographics-of-tablet-and-ereader-user/

15. Customer: Age
15
Sources:
Flurry.com, http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Differences

16. Customer: Sex
16
Sources:
Flurry.com, http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Differences

17. Content
 Lifetime
 Context
 Usercreated
 Private/Share
 Connectivity
17

18. Content: Lifetime
What is your contents average lifetime?
EXAMPLE:
FACEBOOK POST
“The average Post Lifetime for a Page is 3 hours and 7 minutes. The median Post Lifetime is 2
hours and 56 minutes, illustrating that most Pages are experiencing Post Lifetimes around 3
hours.” Source: EdgerankChecker 18
http://edgerankchecker.com/blog/2012/01/post-lifetime-how-long-does-a-facebook-post-live/

19. Content: Lifetime
Source:
http://www.seomoz.org/blog/when-is-my-
tweets-prime-of-life
19

20. Content: When
 When is yourappused and in whatcontext?
20
Source:
http://searchengineland.com/infographic-how-where-when-people-share-content-100539

21. Content: Usercreated
Howmuch data doesyouruser
producepassively?
Howmuch data canyour
usercreate?
Whatkind of data doyouwant
from the user?
Source: 21
http://www.byreputation.com/User-Generated-Content-Statistics_a/319.htm

22. Content
 Private/Share
Is the data privateorsomethink the
usercan/shouldshare
 Connectivity
Does the contentneed to
movetroughdifferentdevices?
Is the content a sub-group of largercontent?
22

23. Use
 Type
 Where
 Offline/Online
 Session length
 Delay
23

24. Use: Type
 Whattype of application
is yourapp?
Social network
Game
Read/consumecontent
Producedata/content
24
Sources:
Flurry.com, http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Difference

25. Use: Where
IN FINLAND
 Where is yourappment
to beused?
 Someapps, likefoursque
reareusedon-the-
gowhileothersarn’tlocati
onspecific.
 Notice, thatlocationeffec
tsoften the use-case
25
Data sources:
http://www.thinkwithgoogle.com/mobileplanet, Finland data set

26. Use: Where
 Differentuse for
differentdevice
Tabletsmoreentertainment
oriented (76%)
Smartphoneshavemorewi
deruse
- Utilities: 17%
- Social Networking 24%
- Entertainent: 42%
* Hereentertainmentmeans
Games + Enternainmentfrom the chart
26
Sources:
Flurry.com, http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Difference

27. Use
 Offline/Online
Ifyourapp is to help fishers,
youcanasumethatitshouldsupportofflineuse.
 Session length
Related: Article
http://www.academia.edu/1606806/The_Effect_of_Context_on_Smartp
hone_Usage_Sessions
27

28. Use
 Delay
What is yourcontentsprefereddelay.
Example:
- E-mail’sshouldbenotified in ”real-time”
- Blogpostscanbeordered in RSS for ”real-time” updating
28

29. Company
 Goal
The appcanhave a differentgoals and the
goalsshouldreflect the appsintendedoveralllifetime and
audience.
 Budget
Appscostoftenmuchmorethanwebsites. The dilemma
in a budget is thatifyougo to cheep the
endresultmightnotmakeanyimpact.
Largeenoughbudget is key.
 ROI
Appshave a smallerreach and each person
Source:
costsmore, however, youimpactcanbealsogreater. 29
http://searchengineland.com/infographic-how-where-when-people-share-content-100539

30. Development
 Applifetime
Appcanhave a shortlifetime, soprepare to promote
Appsarenot a fire-and-forgetinvestment
 Interestingslide show fromPinc Media
(littleoutdated)
http://www.slideshare.net/pinchmedia/iphone-appstore-secrets-pinch-media
30
Source:
http://searchengineland.com/infographic-how-where-when-people-share-content-100539

31. Development: Complexity
 In native approach you will have 3-5 different client
projects and at least one backend.
 In hybrid you will have 1-2 different clients projects
and at least one backend
 In web, you have one client side (if any) and one
backend.
Projects increase rapidly
Web: 1-2 projects
Hybrid: 2-3 projects, 50-100% increase from web
Native: 4-6 projects, 300-400% increase from web
31

32. Development: Complexity
Android screen fragmentation increases development and testing complexity
32

33. Development
 Maintenace
Oftenmorecomplex = Moremaintenance
According to Roy Chomko at Adage Technologie
“ Typically, application maintenance ranges from 15 to 20 percent of the
original development costs. “
Source: http://www.manufacturing.net/articles/2012/07/the-real-cost-of-developing-an-app
33

34. Development
 Features
Doesyourappneed to heavy calculations?
Example: Augmentedreality, imageeffects etc.
Doesyourappproducelot’s of offline data?
Is yourapp
34

35. Conclusion
35

36. Comparison: Web/Hybrid to
Native
36

37. 37

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43

44. Responsive design
44

45. Responsive design
 MediaQuery
 Enables us to specify css for specific: screen size, orientation and dpi
 Problems
 Mainly used for hiding data
 Loading data we don't see (images etc.)
 Retina content
 Fixes
 Layzy loading with JavaScript
 Dedicated mobile sites can offer better experience
 However, this requires a good detection code
45

46. Examples:
Demi, Costume, Exove
46

47. Dedicated mobile
site
47

48. Dedicated mobile site
 Service data that is needed, ratherthanhideit
 Userexperiencecanbecustomized for mobile devices
 Requiresredirectlogic and possibility to view in desktop
mode
 Oftenhas a differentuse case
48

49. Example: Finnlines
49

50. Example: Finnlines
50

51. PhoneGap
51

52. PhoneGap
 Provides an ”chromeless” webbrowserswithaccess to
nativecode
 In theory, youcandevelopeonce, useanywhere
 In practise, suffersfrom the sameproblems as
anywebdevelopment (test on everybrowserenviroment)
 Good of rapidprototyping and developingapps
 Canbehard to get JS/HTML5 to mimicnativeexperience
52

53. Example: Easy Break
53

54. Example: BBC Olympics
NOT DEVELOPED BY EXOVE
54

55. Native
55

56. Example: Golf GameBook
56

57. 57