Geräte, Plattformen, VersionenNeue Herausforderungen im mobilen Markt

MobileTech Conference 2011 | Mainz

Roland Gülle

Whats the problem with the mobile web?

Lets start some research.

Web standards is a general term for the formal standards and other technical specifications that define and describe aspects of the

World Wide Web. In recent years, the term has been more frequently associated with the trend of endorsing a set of standardized best

practices for building web sites, and a philosophy of web design and development that includes those methods.

http://en.wikipedia.org/wiki/Web_standard

Web Standards

Web Standards

Web standards is a general term for the formal standards and other technical specifications that define and describe aspects of the

World Wide Web. In recent years, the term has been more frequently associated with the trend of endorsing a set of standardized best

practices for building web sites, and a philosophy of web design and development that includes those methods.

http://en.wikipedia.org/wiki/Web_standard

Unfortunately reality sometimes is a little slower

than standards.

What happend in the mobile web in the last years?

WML

The evolution of the mobile web

WML i-mode CHTML

The evolution of the mobile web

WML i-mode CHTML

XHTML/MP

The evolution of the mobile web

WML i-mode CHTML

XHTML/MP

Full Web Browsing

The evolution of the mobile web

WML i-mode CHTML

XHTML/MP

Full Web Browsing

The evolution of the mobile web

Result: Fragmentation in the (mobile) web.

And you have to care about it.

Hey, its 2011!Android, iOS & HTML5 rules the web.

Get some real numbers.

metrics: base

source:date:sites:page impressions:

fitml.com08-10/08-11

> 300226.245.327

Handsets

Brands: Germany/Austria/Switzerland

http://de.wikipedia.org/w/index.php?title=Datei:D-A-CH.png

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Apple

Samsu

ng

HTC

Nokia

Sony E

ricss

on

Resea

rch In

Moti

on

LG

Motorol

a Ta

il

2010 2011

Handsets: Germany/Austria/Switzerland

http://de.wikipedia.org/w/index.php?title=Datei:D-A-CH.png

0%

10%

20%

30%

40%

50%

60%

iPhone

GT-i90

00

iPod To

uch

Desire

GT-I91

00 G

alaxy

S2

GT-S85

00

GT-S52

30

Wild

fire

Desire

HD

N8

5800

Xpre

ssMus

ic

N97 m

ini

E71

HD2 N97

Ta

il

2010 2011

Brands: South America

http://de.wikipedia.org/w/index.php?title=Datei:South_America_on_the_globe_(white-red).svg

Prozent

Apple Nokia Research In Motion Samsung Sony Ericsson Motorola HTC Alcatel LG Huawei Tail

Handsets: South America

http://de.wikipedia.org/w/index.php?title=Datei:South_America_on_the_globe_(white-red).svg

0%

10%

20%

30%

40%

50%

60%

iPhone

iPod To

uch

BlackB

erry 8

520

E63

C3-00

E71

OT-800

BlackB

erry 9

800

5800

Xpre

ssMus

ic N95

BlackB

erry 9

700

GT-i90

00

BlackB

erry 9

700

N82

U3205

Ta

il

2010

2011

Brands: Africa

de.wikipedia.org/w/index.php?title=Datei:Africa_on_the_globe_(white-red).svg

Prozent

Nokia Samsung Sony Ericsson Apple Research In Motion LG HTC Huawei Fly ZTE Tail

Handsets: Africa

de.wikipedia.org/w/index.php?title=Datei:Africa_on_the_globe_(white-red).svg

Prozent

iPhone N2700 5130 XpressMusic E71 E63 C3-00 6300 2330c X2-01 5800 XpressMusic Tail

Operating Systems

OS: Germany/Austria/Switzerland

http://de.wikipedia.org/w/index.php?title=Datei:D-A-CH.png

Prozent

Prozent

2010$

2011$

iOS: Germany/Austria/Switzerland

http://de.wikipedia.org/w/index.php?title=Datei:D-A-CH.png

0%

5%

10%

15%

20%

25%

30%

4.35 4.33 4.21 4.1 4.34 3.13 4.31 4.32 4.3 3.12 4.01 4.0 4.02 3.0 1.0 2.21 3.1 3.01 3.21 Tail

2010

2011

Android: Germany/Austria/Switzerland

http://de.wikipedia.org/w/index.php?title=Datei:D-A-CH.png

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2.33 2.2 2.21 2.1 2.22 1.6 2.34 0.3 1.5 Tail

2010

2011

OS: South America

http://de.wikipedia.org/w/index.php?title=Datei:South_America_on_the_globe_(white-red).svg

Prozent

Prozent

2010$

2011$

Series40

Series40

OS: Africa

de.wikipedia.org/w/index.php?title=Datei:Africa_on_the_globe_(white-red).svg

PI

Nokia OS (inkl. S40) Symbian Apple iOS Android RIM BlackBerry Samsung SHP Sony Ericsson W Series Tail

Nokia OS inkl.

Browsers

Browsers: Germany/Austria/Switzerland (DACH)

http://de.wikipedia.org/w/index.php?title=Datei:D-A-CH.png

Prozent

Apple Mobile Safari

Open Handset Alliance Android Build-In Tail

Prozent Apple Mobile Safari

Nokia BrowserNG

OSS

Access Netfront

Open Handset Alliance Android Build-In Tail

2010$

2011$>90$$

browser$

>60$$browser$

Browsers: South America

http://de.wikipedia.org/w/index.php?title=Datei:South_America_on_the_globe_(white-red).svg

Prozent

Apple Mobile Safari

Opera Mini

Open Handset Alliance Android Build-In Research In Motion Browser OSS

Nokia BrowserNG

Microsoft Mobile Internet Explorer Access Netfront

Opera Mobile

Browsers: Africa

de.wikipedia.org/w/index.php?title=Datei:Africa_on_the_globe_(white-red).svg

Prozent Opera Mini

Nokia Mobile Internet Client Access Netfront

Apple Mobile Safari

OSS

Open Handset Alliance Android Build-In Nokia BrowserNG

Openwave Mobile

Research In Motion Browser Teleca Obigo

Tail

Enough Numbers!

In Mobile, fragmentation is forever. Deal with it.

Richard Wong, Investor in AdMob and GetJar

Why?

regions, people and situations require a di!erent use of services.

http://en.wikipedia.org/wiki/Crossing_the_ChasmCrossing the Chasm by Geo!rey A. Moore

Innovation in mobile is fast. The technology adaptation lifecycle generates fragmentation at the user base.

Time

TechnologyUsers

Web or App?

App ≠ Web

“Cool URIs don't change“Tim Berners-Lee

http://www.w3.org/Provider/Style/URI

“Apps are like Songs“Daniel K. Appelquisthttp://www.torgo.com/blog/2009/06/apps-are-like-songs.html

The more you limit an o!ering,

the easier it gets to access it

through an App.

The more comprehensive your

content gets the more meaningful it gets to access it through the Web.

WebApps ≠ Web Sites

„Budget appropriately.This is not a website,

and it will cost you a lot more.“

http://pinchzoom.com/posts/anatomy-of-a-html5-mobile-app

Summary.

Good News: Everyone is moving to HTML5

http://www.slideshare.net/sevenval/why-html5-is-getting-on-my-nerves

Bad News: You still have to do it.

The challenge is redefined.

Keep it running on all handsets/browsers (including the older ones).

The challenge is redefined.

keep your site/app „state of the art“!(...and don‘t break it.)

Keep it running on all handsets/browsers (including the older ones).

http://www.flickr.com/photos/akira_1972/4376398576http://www.flickr.com/photos/ethanhein/2298278791http://www.flickr.com/photos/baldheretic/2902896742http://www.flickr.com/photos/garryknight/4888370567http://www.flickr.com/photos/novecentino/1020778171/http://www.flickr.com/photos/tbrg-dan/3802885100/http://www.flickr.com/photos/spitzgogo/286917522http://www.flickr.com/photos/pand0ra23/5176011116http://www.flickr.com/photos/mybloodyself/2876923509http://www.flickr.com/photos/voxpelli/2954947277http://www.flickr.com/photos/brykmantra/29475958/http://www.flickr.com/photos/jenosaur/5313047889http://www.flickr.com/photos/ronbennetts/5516621911http://www.flickr.com/photos/matalyn/414083243http://www.flickr.com/photos/timparkinson/2436223445http://www.flickr.com/photos/luthercollegearchives/1484927223

@sevenval@fitml

thank you!

Rock the mobile web, try our platform:http://fitml.com

@rolandguelle