Learn about App Design, Mobile Development. Trends in the Health Industry, and how your company can benefit from going mobile.

1. Mobile Development 101
December 5, 2012
Richard Mendis, CMO, AnyPresence
Caroline Lewko, CEO, WIP
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2. Speaker Intros
Richard Mendis Caroline Lewko
CMO and Co-Founder, CEO, Wireless Industry
AnyPresence Partnership (WIP)
rmendis@anypresence.com caroline@wipconnector.com
An enterprise mobile development WIP is the connector in the mobile
platform and solutions for the industry, supporting the ecosystem
healthcare and other industries by encouraging discussions, co-
creation and information exchange
20+ years in enterprise software
industry: In the wireless / telecom industry
since 1995:
§ VP of Solution Mgmt at SAP
§ CMO and Co-Founder, Clear § Founding Chair, Wavefront
Standards § Founder and Chair, WINBC (now
§ VP of Marketing at Current DigiBC)
Analysis § Analyst, Anderson Consulting
§ Product Line Manager, Siebel (Accenture)
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Systems

3. Agenda
§ Mobility and mHealth Market Trends
§ Mobile App Development
¡ Design
¡ Development
¡ Testing
¡ Deployment
§ Mobile Strategy and Compliance
§ Summary
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4. Mobile Web and Smartphone Adoption
Smartphone and tablet devices out-pacing PC
as primary means for accessing email and
85m
Internet. Mobile Internet
Subscribers
By 2015, more U.S. Internet users will access
the Internet through mobile devices than 270m
Smartphone
through PCs or other wireline devices. Units Sold
<$200
Smartphone
Unit Cost
Sources: IDC, Morgan Stanley Research
~18m
Desktop
Internet
Subscribers
2005 2010
Quarters since
Q1 Q3 Q5 Q7 Q9 Q11 launch
4

5. By the Numbers: Mobility in the Enterprise
50% 80% of Fortune 500 companies
are testing or deploying iOS
of all devices on
the corporate
network will be
mobile devices
by 2015
80% 77% 61%
permitted for corporate use
72%
of small
businesses
$25B use mobile apps
Global Apps
Market
$17B in operations
Global
$6.9B
by 2015 TOP MOBILITY GOALS
Enterprise
Mobility
Market by
North American 59% Increase in
Sales/Service
Mobile Business
42% Productivity
2015 Apps Market Increase in
by 2014
5 Sources: Aberdeen, Forrester, GigaOM

6. mHealth App Explosion
44 million mHealth apps will have been
downloaded by the end of 2012
13,000 consumer health iPhone apps
by summer 2012
6,000 clinical-type iPhone apps for
physicians by summer 2012
6
30% of physicians using smartphones
and tablets to treat patients
Source: Edna Boone, Mashable: “5 Ways Mobile Tech Can Improve Your Health”

7. Mobile Readiness in Healthcare Provider Industry
SHSMD / MedTouch Survey
34% have
Fall 2011
mobile apps
Mobile site (38%)
Mobile app (34%)
38% have a 241
responses
mobile- from
SHSMD
enabled web members
site
Source: SHSMD / MedTouch Survey - Fall 2011
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8. App Design
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9. Usability is Critical to Mobile App Adoption
9 Sources: Smashing Magazine, EffectiveUI

10. Tips for App Design
§ Focus on task completion with
the least # of steps
§ Look at usability examples
§ Simplify: what is the minimum
needed to complete the task?
§ Don’t boil the ocean: pick 1-2
form factors to start (eg.
smartphone in portrait and
landscape mode)
§ Avoid non-standard UI patterns
(www.mobiledesignpatterngallery.com)
§ Utilize vector-based source
images when possible
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11. App Mockup/Prototyping Tools
Visualize your app before
building
30+ UI prototyping and
wireframing tools are available,
many with free plans
• Balsamiq – simple wireframes,
very quick, web or desktop
version available
• JustInMind – high fidelity, run
on device, native libraries,
generates docs, desktop only
• Axure – high fidelity, run on
device, native libraries,
generates docs, desktop only
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12. App Development
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13. Enterprise Mobile Architecture: Multiple Layers to Consider
Native: Web: Developer MEAP:
Mobile iOS HTML5 Frameworks: Antenna
Presentation Android CSS Phonegap Verivo
WinMo Appcelerator
Layer Javascript
etc.
etc.
etc.
Mobile App Testing Mobile Back-
Mobile Services: & Distribution: end Services:
Services Urban Airship App47 AnyPresence
Layer Flurry Analytics Apperian Stackmob
etc. etc. etc.
Data Sources File
Enterprise Databases Web
and Systems BI/DW Servers
Systems Services
Systems & CMS
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14. What Platform(s) Do I Support?
Important questions to consider:
I am building an app for employees or consumers?
Does the app need to access hardware capabilities?
Does the app need to work offline?
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Do I need to support feature phones?

15. Other Considerations When Selecting Platforms
15 Source: Vision Mobile Developer Economics 2012

16. HTML5 Gains Momentum (but is not on par with native yet)
HTML5 Benefits
ü Works in most modern
browsers (device agnostic)
ü Supports rich user interfaces
ü Supports phone features
ü Single, familiar code-base
79% Cross-platform
Searchable
Cost-Effective
Accessible
66% Rich Media
Geolocation
Native-like Behavior
Swipe and Touch
of consumers prefer to use
mobile web
16 Sources: (1) IDC, (2) mobiThinking, (3) Keynote Services, (4) Content Marketing Institute

17. Mobile Application Types
Native Web (HTML5) Hybrid
Best for apps that need to apps that are always apps that need to
perform quickly, work connected to source access some phone
well offline, and systems, and need to capabilities, and are
access many device run across many mostly connected
capabilities (camera, device types or form
GPS, mic, etc.) factors
Benefits • looks like other • single app for all • some benefits of
native apps devices native apps
• fast response time • don’t need to learn • can embed a web
• works well offline multiple mobile app into a native app
development tools “wrapper” (browser
• can be found
• can make updates view) for faster
through app stores
available instantly development across
• access to all platforms
to all users
hardware
capabilities
• push notification
capable
17

18. More on HTML5 vs. Native vs. Hybrid
18 Source: Salesforce.com

19. Mobile Development Challenges
Mobile platform fragmentation
§ New devices and operating system
versions released throughout year
§ Increasing number of form factors
Complexity of development
§ Need specialized skill-sets
§ Need mobile abstraction layer
§ Need mobile services layer
Nuances of mobile design
§ Mobile apps require different
design and interaction
§ Usability is critical
Hidden costs of maintenance
§ Adding new features is costly
across multiple platforms
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20. Mobile Development Approaches
Approach Pros Cons
1. Build using native ü Unlimited flexibility ✘ Highest TCO
tools from scratch ✘ Slowest to market
✘ Difficult to maintain
2. Build using an full- ü Lower TCO ✘ UI limitations
stack mobile platform ü Minimal coding ✘ Platform lock-in
ü Multi-device support
3. Build using a mobile ü Lower TCO ✘ Custom code for each
back-end platform ü Unlimited UI flexibility mobile UI
ü Reusable APIs
70% of mobile apps created between
2008-2011 will become obsolete and
candidates for re-development by YE2012
By 2014 up to 40% of Fortune 1000
organizations will employ a mobile enterprise
application platform for app building
20 Source: MGI Research

21. When Should I Consider a Mobile Platform?
Consider a
platform if
you have
several
projects or Always
will improve consider a
apps quickly platform for
these two
quadrants
If you are
only building
1-2 apps, and
don’t see
them as
strategic, may
not need a
platform
21 Source: MGI Research

22. Native or Web App Development (building from scratch)
Platform Language(s) Comments
Android Java, C, C++ Open source OS (based on Linux)
Bada C, C++ Samsung mobile platform running
on Linux or Realtime OS
BlackBerry Java, Web Apps Forthcoming BB10 OS will be based
QNX:, C++, on QNX
HTML, CSS, JS,
ActionScript
iOS Objective-C, C Mac required for development
Symbian C, C++, Java, Longest running OS
Qt, Web Apps
Windows C#, VB.NET Microsoft surface uses Windows RT,
Windows 8 adds Phones use Windows Phone 8 (or
C++, Javascript earlier), Slates use Windows 8
Web Apps HTML, CSS, JS Plenty of libraries available: jQuery
Mobile, Sencha Touch, Dojo
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23. Developer Frameworks (mostly free, paid support)
Framework Language(s) Comments
Appcelerator Javascript (JS) Generates native apps with a
(Titanium) JavaScript interpreter
Native look and feel
Acquired solutions for HTML5 and
back-end services
Phonegap HTML, CSS, JS Generates a mobile web app
running in a native app browser
Look and feel is not native
Developer Nitobi acquired by
Adobe, Phongap in Apache
RhoMobile Ruby, HTML, JS Generates native apps
Not fully native look and feel
Offers data synch (RhoConnect)
Acquired by Motorola
Sencha Touch HTML, CSS, JS HTML5 UI framework to build web
apps that look like iOS
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24. Mobile Enterprise Platforms (commercial)
MEAP Language(s) Comments
Antenna Rapid Scripting Generates native and HTML5 apps
Langauge (RSL) with interpretation layer
Kony Lua Generates native and HTML5 apps
with an interpretation layer
Sybase Native Device Generates native or HTML5 apps
Unwired Language, Strong on database synchronization
(SAP) HTML5, JS (via and SAP integration
container)
Verivo Lua Generates native and hybrid apps
(formerly with an interpretation layer
Pyxis) Reads a configuration file from the
server
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25. Don’t Forget About Back-End Mobile Services
Top Services Used by Mobile App Developers…
25 Source: Appcelerator/IDC

26. Mobile Backend-as-a-Service (MBaaS) (commercial)
MBaaS approach: build app UI in tool of your choice, use
standard API libraries for all back-end services
MBaaS Language(s) Comments
AnyPresence Ruby or Java Dedicated infrastructure per app
Cloud-based or on-premise server
HTML5 and native app generation
Tiered pricing based on # of apps
Kinvey Javascript Shared infrastructure across apps
Cloud-based database and sever
Tiered pricing based on usage
Parse Javascript Shared infrastructure across apps
Cloud-based database and sever
Tiered pricing based on usage
Stackmob Java, Scala Shared infrastructure across apps
Cloud-based database and sever
Tiered pricing based on modules
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27. Mobile App Monetization Options (1/2)
Method How it Works Best For Considerations
Paid • User pays up- • Gaming • The more users pay
Download front to download • Entertainment up-front, the less
app from an app • Productivity likely they are to pay
store News for in-app or tolerate
• Transaction is ads
handled by app • Consider free and
store, and paid versions with
revenue shared different features
(typically 30%) and/or less ads or
in-app purchases
One-Time • Individual or • Local focus • Typically a one-shot
Sponsorship business • Vertical focus source of income;
underwrites your • Narrow not ongoing or
app in exchange audience focus scalable
for recognition • One way to get a
• You handle first app off the
transaction ground
27 Source: Far Reach

28. Mobile App Monetization Options (2/2)
Method How it Works Best For Considerations
In-App • Ads run on space • Gaming • App needs to bring
Advertising sold within your • News back users regularly,
app, revenue is • Chat and for heavy use
based on user • Entertainment • Need to embed
impressions or code for ad network
clicks • Users may not
• Typically handled provide confidential
by an ad network info to apps that run
(iAd, admob, advertising
JumpTap, etc.)
In-App • User purchases • Gaming • App requires loyal
Purchases / additional content • Lifestyle followers willing to
Freemium or features within • News pay for “virtual”
or the app benefits
Subscription • Transaction is • Need to regularly
handled by app provide fresh
store, and content based on
revenue shared monetization goals
28 Source: Far Reach

29. Monetization: Top 5 Revenue Models
29 Source: Vision Mobile Developer Economics 2012

30. Mobile-Enabling Existing Enterprise Systems (Buy vs. Build)
OPTION Œ OPTION  OPTION Ž
Re-purpose web-based applications on Use mobile applications from source Develop custom applications using
mobile browsers (or use virtualization) system vendors a mobile platform (or from scratch)
Corporate Network
Mobile Development Platform
Source System 1 Source System 2
eg. Siebel CRM eg. SAP HR
ü Lowest cost option ü Faster than custom building ü Best way to mobile-enable a
û Business workflow split across û Business workflow split across process that spans multiple
multiple applications – user multiple apps source systems
may have to switch between û Multiple apps with different user û Higher total cost of ownership
different apps experiences (TCO) for initial development
û Not optimized for smaller (but lower than custom building
û Limited customization using only native tools)
mobile form factors or touch

31. App Testing
31

32. Why Focus on Testing?
15% to 30% of negative comments based on performance, crashes or hangs
Insufficient
testing leads
to poor app
stability
…which leads
to low
adoption and
ratings
…which, in Relative cost of defect, by time of discovery
the mobile
world, is
almost
impossible to
recover from
32 Source: uTest

33. “Fragmentation” (why you are underestimating test effort)
Test Early, Test Often
Use Real Devices
Simulators are insufficient for
production readiness: they
produce inconsistent results
when compared with actual
devices
“Four-factor mobile testing”
ü multiple devices (and form
factors)
ü multiple operating systems
ü multiple connection types
ü multiple carriers
33

34. App Deployment
34

35. Enterprise Mobility Management Ecosystem
Over-The-Air Inventory
Configuration Management
Mobile Device
Management Alerts and
Remote Wipe Whitelist/
Monitoring Remote App Blacklist
(MDM) distribution
Apps
Device Remote Mobile App
Provisioning
Security Controlling Enterprise and Management
App Store
Configuration
(MAM)
App Analytics Performance

36. MDM Provides Centralized Device Security and Control
“in 2016 350 million employees
will use smartphones, 200m
will bring their own device”
-Forrester
ü Configure devices over the
air for remote employees
ü Secure data, and enable
remote wipe in case of loss
ü Remote troubleshooting
ü Manage telecom-related
expenses
ü Provide secure access to
sensitive corporate data
36 Source: Forrester, Matrix42

37. MAM Provides Benefits Across the App Lifecycle
“Private enterprise app stores will
be deployed by 60% of IT
organizations by 2014”
-Gartner
ü Easier distribution during
testing phase
ü App configuration
management
ü App performance analytics
and crash reporting
ü App usage analytics
ü Easier deployment and control
for employee-facing apps
ü Curated internal app store
37 Source: Symantec

38. Mobile Strategy and
Compliance Considerations
38

39. Top Challenges to Building a Mobile Strategy
Healthcare-specific
challenges:
• HIPAA compliance
• FDA regulation
39 Source: Insider Research & Netcentric Strategies

40. Mobile Scenario Domain Areas
Financial Benefit Brand Value Benefit
ü Mobile channel ü Preventative care
reach ü Convenience of
Patients ü Reduce service mobile access
wait times ü Access to personal
ü Proactive records (blue button)
account alerts
ü Mobile self- ü Consumer-like
service user experience
Physicians ü Ease of data ü BYOD support
access ü HR process
ü Process-based enablement
clinical apps
Productivity Engagement
40

41. Mobile Scenario Prioritization – Example Method
Scenarios
Bill
in this
Payment
Donations
quadrant
and
Staff
Schedules
Physician
towards
Appt.
Referral
the middle
Financial or Productivity Benefit
Requests
Appt.
have dual
Reminders
Pre-
benefits
EHR
Registration
Find a
These will
Access
Directions
Doctor
likely be Patient
lower Check-in
priority ER Wait
scenarios Symptom
Times
Contact
Event
Checker
Us
Calendar
Post-Op
Care
PHR
Access
Take into
account Patient
Check-out
both cost
Social
to build Engagement
and cost
savings
Brand Value Benefit
41

42. How Healthcare Measures Mobile ROI
Source: SHSMD / MedTouch Survey - Fall 2011
42

43. HIPAA Compliance Considerations
Any company that deals with
protected health information
(PHI) must ensure that all the
required physical, network, and
process security measures are
in place and followed.
Covered entities (CE): anyone
who provides treatment, typically
a healthcare provider
Business associates (BA):
anyone with access to patient
information or support, typically
a supplier
There are HIPAA-compliant
hosting providers: OnlineTech
43

44. When is FDA Regulation Applicable?
An app may be subject to An app is considered be
regulation if… outside regulatory scope if…
­ It is connected to a medical ü It is provides reference content
device to display results or training material
­ It serves as an accessory of ü It provides suggestions related
any kind to a regulated medical to general health and wellness
device (preventative vs. curative)
­ It takes patient data and ü It is used to automate office
interprets and outputs info for operations (i.e. billing ,
use in clinical decisions administrative) or patient
­ It uses device features (i.e. convenience (i.e. reminders)
camera, microphone) to gather ü It functions as, or supplements,
data for diagnosis electronic health record system
Disclaimer: This regulation is in draft and being revised. Obtain legal advice before
formulating long-term plans. Draft guidance can be viewed on the FDA.gov web site:
http://www.fda.gov/MedicalDevices/DeviceRegulationandGuidance/GuidanceDocuments/
ucm263280.htm#ft2
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45. Summary
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46. Mobile Architecture Best Practices
Use Use tools Use Avoid
Mobile Common Like jQuery Prototyping Client-Side
Presentation Mobile or Sencha Tools for Business
Layer Services for HTML5 Native Apps Logic
FAVOR NATIVE CLIENT-SIDE CODE, LEVERAGE TOOLKITS
Mobile Push App App Testing Data
Notifications, User Roles Distribution Source
Services SMS and Access and Integration
Layer Messaging Control Analytics
LEVERAGE MOBILE SERVICES, ENABLE “COMPOSITE” APPS
Data Sources
Enterprise Databases Web File
and Systems BI/DW
Systems Services Servers
Systems & CMS
LEVERAGE EXISTING SYSTEMS VIA WEB SERVICES
46

47. Key Takeaways
ü There is an explosion of mHealth apps, but providers
still lack patient-facing apps and mobile sites
ü Design and usability is key to app adoption
ü Plenty of fragmentation across device and platforms
ü Mobile development solutions can help lower TCO
of building apps
ü Architect for mobile back-end services
ü Test early and often to avoid costly errors
ü Prioritize mobile scenarios across financial and brand
value benefits to achieve ROI
ü HIPAA or FDA compliance may be required for apps
that capture or transmit personal health
47

48. Questions?
Richard Mendis Caroline Lewko
CMO and Co-Founder, CEO, Wireless Industry
AnyPresence Partnerships
rmendis@anypresence.com caroline@wipconnector.com
48