Transcript File - McAvoy Tech Teaching

SD1230
Unit 8
The Mobile Landscape
Course Objectives
• During this unit, we will cover the following
course objectives:
– Identify the characteristics of desktop, Web, and
mobile technology.
– Describe the differences and similarities of
desktop, website, and mobile technology.
– Identify the characteristics of mobile applications.
Learning Outcomes
• Completing this unit should help enable you to:
– Explore online resources on the mobile industry in
general (technology, products, market, economy, etc.).
– Explore online resources on mobile operating systems
and related products.
– Identify the characteristics of mobile operating
systems.
– Describe the industry standards and certifications of
mobile computing.
Learning Outcomes (cont.)
– Explain the input methods and output formats of
data on mobile devices.
– Describe the evolution of mobile applications in
the marketing industry.
– Discuss the impact mobile technologies have on
education.
– Compare the learning strategies applicable to
traditional desktop application development and
mobile application development.
Mobile Landscape
• Change
• Change
• ….and more change
2012 Mobile Phone Statistics
From Pew Internet
• 87% of American adults own a cell phone, and
45% of those are smart phones.
• Only 12% of adults age 65 and over have a smart
phone.
• 82% take pictures on their cell phones, up from
76% in 2010.
• 29% check their bank account online, up from
18% in 2011.
• 9% of adults have texted a charitable organization
to make a donation.
Pew Studies 2011
• 53% of adults own a smart phone.
• 13% of users surveyed pretended to be using their
phone to avoid social interaction.
• 42% of people have used their phone for
entertainment when they are bored.
• 51% of users used their cell phone at least once to get
information.
• 27% said they had trouble doing something because
they did not have their phone.
• 29% turn off their phones to take a break from their
digital life at night.
Mobile Device Statistics from Statistics
Brain – as of 8/23/2012
Mobile Device Statistics from Statistics
Brain – as of 8/23/2012
Mobile Device Statistics from Statistics
Brain – as of 8/23/2012
The World is Going Mobile
Forbes – December 2012
• 48% all American kids want an iPad for
Christmas.
• Global mobile traffic represents 13% of
Internet traffic (up from 1% in 2009).
• Nearly 1/3 of American adults own a tablet or
e-reader.
• There are 5 billion mobile phone users in the
world, but only 1 billion smart phone users.
• Android is the fastest growing mobile device.
Google “Our Mobile Planet”
Making Money in Mobile
Ways to Make Money as a Mobile
Developer
• Sell ringtones
• Sell wallpapers
• Sell games
• Sell downloadable native applications
• Sell subscription content
• Add advertising
Obstacles to Money Making in Mobile
• Companies try to support too many devices
too quickly.
• Downloadable applications are good shortterm wins but not good long-term
investments.
• Operators add too much cost and complexity
and give back little in return.
• Companies are unable to produce enough
traffic for mobile advertising to earn a profit.
Three Ways to Make Money in Mobile
• Work with operators
• Work with an App Store
• Add advertising
Working with Operators
• Operators:
– Publish content
– Promote it to users
– Provide billing and technical services
Operator Portal (or deck)
• To be listed, a website
must go through a
rigorous approval
process.
• Reduces problems that
lead to
– Refunds
– Lost sales
Operator Portal (or deck)
• Benefit:
– Increased exposure
• Good placement on the
deck is based on:
– Number of
downloads/sales
– Negotiation with the
operator
Average Revenue per User (ARPU)
• Key performance indicator
• Applications that boost ARPU are more likely
to get featured
Billing on Behalf of
• Operator bills the consumer on your behalf
– You lose a percentage of transactions to the
operator.
– You don’t need to worry about taking credit card
information or managing transactions or refunds.
App Store
App Store Characteristics
• The app store model requires no negotiation
with the app store.
• Any item that passes certification is entered
into the catalog.
• Item placement is purely based on sales.
• The user can see full screenshots and ratings.
• Free content is available to download.
• Supports only native apps
Advertising
• You are in full control.
• Can add ads to mobile sites, Web apps, or
native apps
• Drawback is the negative impact on user
experience
Advertising Platforms
•
•
•
•
AdMob
Google AdSense
Other affiliate programs
Guidelines are available at Mobile Marketing
Association:
http://mmaglobal.com/mobileadvertising.pdf.
The Future Is Now
• Many companies are investing in mobile:
– Custom development opportunities
– Keep employees productive when they are
traveling
– Value-added services for customers
– Education services
• Multimedia
• Visual learners
Summary
• In this unit, we covered the following topics:
– Mobile phone usage statistics
– Making money
– Mobile operating systems
– Mobile certifications
– Mobile device features