MOBILE PLATFORM SELECTIONIAMAI AppFest 2012

Technology Disruption CycleMaterially Faster & Broader than Prior Cycles

– Natural User Interface• Touch + Voice + Gestures

– 4G LTE Advanced 5G – high speed Internet

– Mobile App Stores– 3D Augmented Reality

• AR EdiBear android game, navigation in iPhone

– Cloud Computing & Storage• Obsoleting static data storages like CDs & Pendrives

– Holographic Data Storage• Multilayer data storage

Mobile DevicesBlurring Boundaries…Features vs. Cost

THEN

Feature Phones– Limited/No-Access to

Internet– Limited Multimedia

Capability

Smart Phones– Unaffordable for mass

audiences

NOW

Feature Phones– Becoming Smarter

Smart Phones– Becoming Cheaper

Mobile TechnologiesBlurring Boundaries…Native Access vs. Reach

THEN

Mobile Web– Slow Internet– No Native or Multimedia

Access– Limited JavaScript

Support

Platform Reach– Multiple Propriety OS’– Fragmented Market Share

NOW

Mobile Web– 3G/4G Internet Speeds– Powerful Multimedia

Browsers– Native Access, JavaScript

Support, Rich UI Capabilities

Platform Reach– iOS, Android Market Share– More Phones with Powerful

Browsers

THEN

Games & Applications

WAP & Web

User Interfaces Blurring Boundaries…Keyboard vs. Touch/Voice

NOW

Games & Applications

WAP & Web

Business RealitiesCompetitive Pressure Make Choices Difficult

THEN

Trade-Off Matrix

NOW

(Illegal) Trade-Off

Matrix Scope Schedule CostFixed üFirm ü

Flexible ü

Scope Schedule CostFixed ü ü üFirm

Flexible

Available on mobile was an innovation

Not being available on mobile is limitation

Stunning Magnitude of Upcoming ChangeWe are still in Net-Practice Stage

– Nearly Ubiquitous High-Speed Wireless Access– Unprecedented Global Technology Innovation– Ultra Competitive Markets for Mobile OS +

Devices– Fearless (& Connected) Entrepreneurs– Available (& Experienced) Capital– Fearless (& Connected) Consumers– Inexpensive Devices / Access / Services (apps)– Ability to Reach Millions of New Users in Record

(& Accelerating) Time

Courtesy: Mary Meeker‘s presentation on the “State of the web”

Are we Ready To Welcome New Members?We are still in Net-Practice Stage

– Internet users • India: 11% vs US: 78% of country’s total population• But in India it’s growing at 26% YoY since 2008

– Smartphone• India: 4%(44 MM) vs US: 48% of total subscribers in

country• But in India it’s growing at 52% YoY

Telecos & device manufacture are chasing them

No need to create native apps just for– Enhanced UI Rendering – Basic Native Access– Multimedia access

HTML5 / CSS3 /JS is across platforms– More Reach within same/lower cost of development

Native apps can do a lot more

– Due to powerful mobile devices

Built-in Payment/ Purchase Capabilities

What Does This Mean To All Of Us?Mobile Development Landscape Today

Understanding Your Users– Who: Age? Profile? Top-10 Use Case scenarios, …– User Experience: Quick? Simplistic? Rich?

Changing?– User Interaction: Voice? Gestures?

Content Reach & Monetization Strategy– Type of Content (maps, videos)– Business Model: AD driven? In-App Purchases?

Freemium? Subscription?

Business Priorities– Time to Market? Willingness to Iterate? Skills?

Budget?

So What’s Important?While Picking the Right Platform

T H A N K Y O U

J i g a r S h a hHead – Mobile Technologies, WEB18

jigar.shah@network18tech.com