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Semelhante a Mobile 2.0: Design & Develop for the iPhone and Beyond (20)
Mobile 2.0: Design & Develop for the iPhone and Beyond
- 1. Mobile 2.0
Design & Develop for the iPhone and Beyond
by Brian Fling
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 3. WHO AM I?
Mobile Designer since 2000.
Worked for the first MVNO in North
America.
Has worked directly with all Tier 1 carriers
in North America and most of Tier 2.
Helped brands like Rolling Stone, Napster
& ESPN with mobile web strategy & design.
Runs mobiledesign.org, one of the largest
communities of mobile designers.
Co-creator of Leaflets for the iPhone.
Author of the dotMobi Mobile Web
Developers Guide.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 4. WHO ARE YOU?
How many of you are developers?
How many of you are designers?
How many of you are entrepreneurs?
How many of you have created a mobile site for
any mobile platform?
How many of you own an iPhone (2.5G or 3G)?
How many have created iPhone-specific sites?
How many of you shouldn’t be here because
you’re actually chefs?
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 5. Part One
WHY MOBILE IS
UTTERLY HORRIBLE
AND WHY YOU
SHOULD RUN AWAY
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 6. A Brief
HISTORY
of MO B I L E
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 7. IN THE
BEGINNING...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 8. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 9. Perceptions haven’t much
changed since.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 10. It is up to us to change how
people use mobile technology
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 11. Brick Era
1970
1980
1990
Mobile Evolution
2000
2010
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 12. Jargon Alert
G as in 2G, 2.5G and 3G.
The generations of mobile networks.
O cially there are only 1G, 2G & 3G, but
several midpoints have been defined as 2.5G,
2.75G, etc.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 13. Brick Era
Portable! Fits in a
Briefcase
Sparse cellular network
Voice calls only
Costs more per call
than a pay phone
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 14. Brick Era
Candy Bar Era
1970
1980
1990
Mobile Evolution
2000
2010
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 15. The Candybar Era
GSM, CDMA, TDMA, iDEN
More cellular towers
Less power needed,
much smaller
Better voice quality
Added SMS
Still just a phone
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 16. Brick Era
Candy Bar Era
Feature Phone Era
1970
1980
1990
Mobile Evolution
2000
2010
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 17. The Feature Phone Era
GPRS, HSCSD, WiDEN
Data-capable devices
Addition of Mobile Web
Camera phones & MMS
Mass adoption as airtime
rates lower
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 18. Brick Era
Candy Bar Era
Smart Phone Era
Feature Phone Era
1970
1980
1990
Mobile Evolution
2000
2010
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 19. The Smart Phone Era
GPRS, HSDPA, WI-FI
The Mobile Platform
becomes key
Email a primary driver in
sales
A push for Push
Notifications
Very “gadgety”
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 20. Brick Era
Touch Era
Candy Bar Era
Smart Phone Era
Feature Phone Era
1970
1980
1990
Mobile Evolution
2000
2010
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 21. “ Change occurs
because there is
a gap between
what is and what
should be. ”
— Craig McCaw
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 23. come.
The iPhone is the shape of things to
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 24. The Touch Era
GPRS, HSPDA, EVDO, Wi-Fi
A focus on haptic interfaces
Accelerometers
GPS/Location-based
Subscriber-centered design
Rich interfaces
A media platform
“It’s about the web”
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 25. Gartner’s
PREDICTIONS
for 2009
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 26. Gartner’s Predictions
1. Established Vendors Consolidate and New
Players Join the Fray
2. Device Vendors Build Out Ecosystems
3. Device Makers Remove Complexity for
Users
4. Mobile Devices Become Lifestyle Statements
5. High-End Device Platforms Become “Field-
Refreshable”
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 27. These are not predictions.
It’s happening.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 29. Jargon Alert
Mobile 1.0
The first two generations of browsers and
hardware used to view the web on mobile
devices.
Design and development for these devices
was highly di cult due to the constraints of
the technology.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 30. IT IS ROUGH...
We have to deal with a
lot of junk!
ARPU, depending on
application goals
Operators
(Vodafone, T-Mobile, AT&T, et al)
Di erent languages
(Java, C++, BREW)
Poor support for web standards
(CSS, XHTML, JS)
The “Deck”
Handsets (about a bajillion of them)
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 31. Layers of Mobile
Services
Applications
The mobile ecosystem Application Frameworks
has many layers.
Operating Systems
Each with their own
Platforms
complexities and
obstacles. Handsets
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 32. Layers of Mobile
Services
Applications
A mobile network operator
(MNO) also known as... Application Frameworks
• a wireless service provider Operating Systems
• a wireless carrier
Platforms
• a mobile phone operator
Handsets
• a cellular company
...is a telephone company that Networks
provides services for mobile Operators
Operators
phone subscribers.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 33. Jargon Alert
Mobile Service Provider
A broad term to describe the mobile network
provider that provides subscribers wireless access
to voice and data services.
Also known as a mobile network operator, or MNO in the telecommunications industry,
though usually referred to as carriers in North America and operators elsewhere in the
world.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 34. Rank Company Primary Markets Network Subscribers*
1 China Mobile China (including Hong Kong) GSM, GPRS, EDGE 337.9 mil
GSM, GPRS, EDGE,
2 Vodafone Europe, Australia, New Zealand, Africa
UMTS, HSDPA
206 mil
GSM, GPRS, EDGE,
3 Telefonica Europe, Latin America
UMTS, HSDPA
154.8 mil
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
4 China Unicom China GSM, GPRS, CDMA 153.1 mil
GSM, GPRS, EDGE,
5 America Movil Mexico, Latin America
UMTS, CDMA
137.2 mil
GSM, GPRS, EDGE,
6 T-Mobile Europe, USA
UMTS, HSDPA
111.8 mil
GSM, GPRS, EDGE,
7 MTS Russia
UMTS
74.67 mil
GSM, GPRS, EDGE,
8 Orange Europe, Netherlands, Africa
UMTS, HSDPA
73.2 mil
GSM, GPRS, EDGE,
9 Telenor Netherlands, Eastern Europe
UMTS
68 mil
GSM, GPRS, EDGE,
10 AT&T USA
UMTS, HSDPA
63.7 mil
* Proportionate subscribers in millions as of June 2007. Sources: Companies Annual Reports
Top Network Operators
- 35. Jargon Alert
ARPU
Average Revenue Per User
A term used to describe the financial value of
a program, application or service.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 36. Layers of Mobile
Services
Applications
Mobile networks communicate
through electromagnetic radio Application Frameworks
waves with a cell site base
station, the antennas of which Operating Systems
are usually mounted on a Platforms
tower, pole or building.
They are often referred to by Handsets
their generation and/or Networks
Networks
standard.
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 37. Jargon Alert
G as in 2G, 2.5G and 3G.
The generations of mobile networks.
O cially there are only 1G, 2G & 3G, but
several midpoints have been defined as 2.5G,
2.75G, etc.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 38. 2G Second generation of mobile phone standards and technology Speeds
GSM Global System for Mobile communications 12.2 kbits/s
GPRS General Packet Radio Service max 60 kbits/s
EDGE Enhanced Data rates for GSM Evolution 59.2 kbits/s
HSCSD High-Speed Circuit-Switched Data 57.6 kbits/s
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
3G Third generation of mobile phone standards and technology Speeds
W-CDMA Wideband Code Division Multiple Access 14.4 Mbits/s
UMTS Universal Mobile Telecommunications System 3.6 Mbits/s
UMTS-TDD Time Division Duplexing 16 Mbits/s
TD-CDMA Time Divided Code Division Multiple Access 16 Mbits/s
HSPA High-Speed Packet Access 14.4 Mbits/s
HSDPA High-Speed Downlink Packet Access 14.4 Mbits/s
HSUPA High-Speed Uplink Packet Access 5.76 Mbit/s
GSM Mobile Networks
- 39. Other Network Technologies
CDMA & EVDO
iDEN & WiDEN
WiMAX
Worldwide Interoperability for Microwave Access, is a
telecommunications technology aimed at providing wireless data
over long distances in a variety of ways, from point-to-point links to
full mobile cellular type access. WiMAX allows a user, for example,
to browse the Internet on a laptop computer without physically
connecting the laptop to a router or switch port via an ethernet
port.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 40. Layers of Mobile
Services
Applications
Application Frameworks
A mobile handset or “mobile Operating Systems
phone” is a long-range,
portable electronic device Platforms
used for mobile Handsets
Handsets
communication.
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 41. Handsets!
Copyright 2008 Garrett Murray <info@garrettmurray.net>
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 42. Other
Applications
Smart Phones
Phone, Web, SMS
Feature Phones
Comparing Mobile Devices
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 43. Layers of Mobile
Services
Applications
Application Frameworks
Operating Systems
The core mobile development
platform in which all software Platforms
Platforms
is written.
Handsets
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 44. Licensed
Java ME (or J2ME) is a specification of a subset of the Java platform aimed at
Java ME providing a certified collection of Java APIs for the development of software for
small, resource-constrained devices such as cell phones, PDAs and set-top boxes.
BREW is an application development platform created by Qualcomm for mobile
BREW phones. It is air-interface independent, i.e. it can support GSM/GPRS, UMTS, and
CDMA
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Windows Mobile is a compact operating system combined with a suite of basic
Windows Mobile applications for mobile devices based on the Microsoft Win32 API
Proprietary
Palm C/C++ based
BlackBerry Java-based
Danger’s Hiptop Java-based
Apple’s iPhone Objective-C
Open Source
Android Java-based
Mobile Platforms
- 45. Layers of Mobile
Services
Applications
Application Frameworks
Operating systems are
common in Smart Phones, but Operating Systems
Operating Systems
rare in Feature phones.
Platforms
Handsets
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 46. Symbian OS is a open-source operating system, designed for mobile
Symbian devices, with associated libraries, user interface frameworks and reference
implementations of common tools.
Windows Windows Mobile is a compact operating system combined with a suite of
Mobile 6 basic applications for mobile devices based on the Microsoft Win32 API
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Used by Palm’s TREO line of mobile phones, though gradually being
Palm OS replaced by Windows Mobile.
Increasingly used in mobile phones. The new RAZR uses Linux as its
Linux Operating System.
OS X Used by Apple’s iPhone and iPod Touch.
Android Used by Android Phones and can be customized by Operators.
Mobile Operating Systems
- 47. Layers of Mobile
Services
Applications
A software framework that is Application Frameworks
Application Frameworks
used to implement the
standard structure of an Operating Systems
application for a specific
operating system. Platforms
Handsets
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 48. Applications written in the Java ME framework can often be deployed
Java across the majority of Java-based devices.
Applications written in the BREW framework can often be deployed
BREW across the majority of BREW-based devices.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Applications written using the Flash Lite 2.0 and Action Script 2.0
Flash Lite frameworks can run using the Flash Lite Player.
Windows Applications written using the Win32 API can be deployed across the
Mobile 6 majority of Windows Mobile-based devices.
Applications written using the iPhone version of the Cocoa can be
Cocoa Touch deployed on iPhone’s and iPod Touches.
Web Applications can be deployed across the majority of devices that
Web support the WAP 2.0 specifications and run using a mobile web browser.
Application Frameworks
- 49. Layers of Mobile
Services
Mobile applications often are Applications
Applications
designed to serve a particular
function or purpose. Application Frameworks
Example applications may
Operating Systems
include Games, Web Browser,
Camera or Media Player. Platforms
Handsets
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 50. THE RAZR
The epitomy of
Mobile 1.0, and
probably the most
prolific device.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 51. THE RAZR
The epitomy of
Mobile 1.0, and
probably the most
prolific device.
Also, the perfect
example of handset
madness™ to the
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 52. THE RAZR
3 .2
ave 6.2.
V3: Openw
The epitomy of
Mobile 1.0, and
probably the most
prolific device.
Also, the perfect
example of handset
madness™ to the
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 53. THE RAZR
3 .2
ave 6.2.
V3: Openw
The epitomy of
V3c/i/r: O
penwave 6
.2.3.4.c.1.10
Mobile 1.0, and 9
probably the most
prolific device.
Also, the perfect
example of handset
madness™ to the
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 54. THE RAZR
3 .2
ave 6.2.
V3: Openw
The epitomy of
penwave 6
V3c/i/r: O
.2.3.4.c.1.10
Mobile 1.0, and 9
probably the most
V3m/V9m: Teleca-Obigo 4.0
prolific device.
Also, the perfect
example of handset
madness™ to the
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 55. THE RAZR
3 .2
ave 6.2.
V3: Openw
The epitomy of
penwave 6
V3c/i/r: O
.2.3.4.c.1.10
Mobile 1.0, and 9
probably the most
V3m/V9m: Teleca-Obigo 4.0
prolific edevice.
6 .2.3.1
. c.1.1
12
v
enwa
Also,
V3x: the perfect
Op
example of handset
madness™ to the
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 56. THE RAZR
V3m: Open
wave 6.2.3.1
.c.1.115
3 .2
ave 6.2.
V3: Openw
The epitomy of
penwave 6
V3c/i/r: O
.2.3.4.c.1.10
Mobile 1.0, and 9
probably the most
V3m/V9m: Teleca-Obigo 4.0
prolific edevice.
6 .2.3.1
. c.1.1
12
v
enwa
Also,
V3x: the perfect
Op
example of handset
madness™ to the
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 57. THE RAZR
V3m: Open
wave 6.2.3.1
.c.1.115
3 .2
ave 6.2.
V3: Openw
The epitomy of
penwave 6
V3c/i/r: O
.2.3.4.c.1.10
Mobile 1.0, and 9
probably the most
V3m/V9m: Teleca-Obigo 4.0
prolific edevice.
6 .2.3.1
. c.1.1
12
v
enwa
the perfect Also,
V3x:
Op
example of handset
R)
6.80.53madness™ to the
(9
pera 8.0
V3xxi: O
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 58. THE RAZR
V3m: Open
wave 6.2.3.1
.c.1.115
3 .2
ave 6.2.
V3: Openw
The epitomy of
penwave 6
V3c/i/r: O
.2.3.4.c.1.10
Mobile 1.0, and 9
probably the most
V3m/V9m: Teleca-Obigo 4.0
prolific edevice.
6 .2.3.1
. c.1.1
12
v
enwa
Also, pera 8perfect3
V3
V: OO the
x 8:
p
.5 (08.B7.2
R)
example of handset
R)
6.80.53madness™ to the
(9
pera 8.0
V3xxi: O
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 59. THE RAZR
V3m: Open
wave 6.2.3.1
.c.1.115
3 .2
ave 6.2.
V3: Openw
The epitomy of V3c/i/r: O
Mobile 1.0, andF 9
This isn’t even HALF O
penwave 6
.2.3.4.c.1.10
V3m/V9m: Teleca-Obigo 4.0 ELS!
probably the most
THE MOD device.2
prolific e 6.2.3. 1.c.1
.11
v
enwa
Also, pera 8perfect3
V3
V: OO the
x 8:
p
.5 (08.B7.2
R)
example of handset
R)
6.80.53madness™ to the
(9
pera 8.0
V3xxi: O
extreme!
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 60. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Photo copyright Jeremy Plemon
- 61. Layers of Mobile
Network-based services are Services
Services
often available at the
Application, Framework, or Applications
OS level to enhance the
relevance of information. Application Frameworks
Example services may include Operating Systems
The Internet, Messaging or
Location. Platforms
Handsets
Networks
Operators
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 62. All of these layers must be
passed through before you get
to the content.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 63. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 64. Why the
MOBILE WEB?
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 67. Population of the Earth
Source: Wikipedia
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 68. 20 Million
Population of the Earth
Source: Wikipedia
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 69. 20 Million
United Kingdom (50m)
Population of the Earth
Source: Wikipedia
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 70. 20 Million
United Kingdom (50m)
United States of America
(303m)
Population of the Earth
Source: Wikipedia
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 71. 20 Million
United Kingdom (50m)
United States of America (303m)
European Union (495m)
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Source: Wikipedia
Population of the Earth
- 72. 20 Million
United Kingdom (50m)
United States of America (303m)
European Union (495m)
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
China (1.3 billion)
Source: Wikipedia
Population of the Earth
- 73. Mobile Web of Today
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 74. Mobile Web of Today
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 75. Mobile Web of Today
Mobile Users (2.9b)
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 76. Mobile Web of Today
Mobile Web Access (1.3b)
Mobile Users (2.9b)
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 77. Mobile Users (2.9b)
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
Mobile Web Access (1.3b)
Desktop Web Access (1.1b)
Sources: GSM Association, T-Mobile, Credit Suisse, Pyramid Research
Mobile Web of Today
- 78. Mobile Web of Tomorrow
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 79. 2010
Mobile Web of Tomorrow
Mobile Web Subscribers by
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 80. 2010
50%
of the planet!
Mobile Web of Tomorrow
Mobile Web Subscribers by
Source: Informa Telecoms & Media 2006
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 81. The mobile web is the most
cost-e ective way to reach
HALF THE PLANET.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 82. We are at the precipice
of the next generation of
THE WEB.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 83. BUT...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 84. BUT...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 85. MOBILE WEB
of Today
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 86. MARKUP
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 87. Largely relies on table-based
designs, though no one admits it.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 88. STYLESHEETS
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 89. Limited CSS support.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 90. Virtually no “cascade.”
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 91. JAVASCRIPT
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 93. Use of
“WEB STANDARDS”
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 94. Web Standards techniques
and principles don’t apply.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 95. BUT...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 96. Part Two
WHY MOBILE IS
GOING TO CHANGE
EVERYTHING WE
KNOW TO BE TRUE
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 97. 6 Months Ago...
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 98. MOBILE
as a
MEDIUM
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 99. Tomi Ahonen
3G Strategy Consultant
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 100. 7 th MASS
MEDIA
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 101. 7 th MASS
MEDIA
Printing Press
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 102. 7 th MASS
MEDIA
Printing Press
Recordings
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 103. 7 th MASS
MEDIA
Printing Press
Recordings
Cinema
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 104. 7 th MASS
MEDIA
Printing Press
Recordings
Cinema
Radio
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 105. 7 th MASS
MEDIA
Printing Press
Recordings
Cinema
Radio
Television
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 106. 7 th MASS
MEDIA
Printing Press
Recordings
Cinema
Radio
Television
The Internet
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 107. 7 th MASS
MEDIA
Printing Press
Recordings
Cinema
Radio
Television
The Internet
Mobile
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 108. Benefit #1
FIRST TRULY
PERSONAL MASS
MEDIA
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 109. Benefit #2
FIRST ALWAYS ON
MASS MEDIA
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 110. Benefit #3
FIRST ALWAYS
CARRIED MASS
MEDIA
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 111. Benefit #4
ONLY MASS MEDIA
WITH A BUILT IN
PAYMENT
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 112. Benefit #5
POINT OF
THOUGHT
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 113. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 114. Mobile is the only mass media
that can do EVERYTHING the
previous six can do.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 115. PLUS
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 116. Mobile has the potential to
reach anybody through
ANY MEDIUM.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 117. Jargon Alert
LBS
Location-based Services
The ability for a mobile device to provide
information that is relevant to it’s physical
location via a Global Positioning System
(GPS).
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 118. GPS
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 119. GPS
TRIANGULATION
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 120. Prepare for a truly
CONTEXTUAL WEB.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 121. Mobile will REVOLUTIONIZE the
way we gather and interact
with information in the
NEXT TWO YEARS.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 122. DESIGNING for
CONTEXT
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 123. The 3 C’s of the Mobile Web
Cost Content Context
If you don't Issues like What does your
develop your navigation, image website add to the
mobile website sizes, page weight users mobility?
responsibly, the and scripts all How do you add
user could get need to be value to the their
stuck with a big considered when physical context?
bill in order to thinking about What is the
view your content. your website on context in which
mobile devices. they will use your
site? On a bus or
train?
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 124. The 3 C’s of the Mobile Web
Cost Content Context
If you don't Issues like What does your
develop your navigation, image website add to the
mobile website sizes, page weight users mobility?
responsibly, the and scripts all How do you add
user could get need to be value to the their
stuck with a big considered when physical context?
bill in order to thinking about What is the
view your content. your website on context in which
mobile devices. they will use your
site? On a bus or
train?
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 125. The 3 C’s of the Mobile Web
Cost Content Context
If you don't Issues like What does your
develop your navigation, image website add to the
mobile website sizes, page weight users mobility?
responsibly, the and scripts all How do you add
user could get need to be value to the their
stuck with a big considered when physical context?
bill in order to thinking about What is the
view your content. your website on context in which
mobile devices. they will use your
site? On a bus or
train?
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 126. Jargon Alert
Context
The circumstances that form the setting for an
event, statement, or idea, and in terms of
which it can be fully understood and assessed.
Considered together with the surroundings or
circumstances.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 127. Tip #1
ADDRESS THE
INHERENT BENEFITS
OF THE MEDIA.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 128. 7 th MASS
MEDIA
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 129. 5 unique benefits
First truly personal mass media
e.g. We don’t share our phones with our spouses
First always-on mass media
Information is always available 24/7, even when idle
First always-carried mass media
7 out of 10 people sleep with their phones within reach
Only mass media with a built-in payment
channel
Universal click-to-buy—twice as many people have phones than credit
cards
O ers point of thought
Ability to create of consume content whenever the mood strikes
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 130. Tip #2
LOOK AT YOUR CONTENT
IN MULTIPLE FACETS OF
DISTRIBUTION.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 131. Join Down
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- 132. Join Down
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- 133. Join Down
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Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 134. Join Down
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IVR
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Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 135. Tip #3
CREATE SOLUTIONS
BASED ON GOALS.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 136. My Dad
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 137. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 138. Find a need
& fill it.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 139. Tip #4
BALANCE THE
CONSTRAINTS OF
THE TECHNOLOGY.
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 140. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 142. Bu
sin
ess
Go
als
Balancing Goals
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 143. Bu
sin
ess
Go
als
User Goals
Balancing Goals
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.
- 144. Bu
sin
ess
Go
als
User Goals
Te
ch
Balancing Goals
nic
al
oa G
ls
Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.