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The Mobile Ecosystem
           Ivano Malavolta
      ivano.malavolta@univaq.it
  http://www.di.univaq.it/malavolta
Roadmap

• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media
Brief history of Mobile

• Many generation of mobiles

• G is often referred to the networking aspect
  – es. 2G, 3G, 4G


                 We will not
                         not.
           We will focus on the DEVICE
Brief history of Mobile

• Motivation:
         At some point a device comes and
               changes everything
The beginning…
The Brick Era




* Picture lovely taken from http://www.slideshare.net/fling
The Brick Era
calls


•   It was Portable!
•   More expensive than payphones
•   Enormous battery
•   Stakeholders:
    – Stockbrokers, salespeople, …
• After a while, more cellular radio towers
  and… it got (a little bit) smaller
The Candy bar Era




* Picture lovely taken from http://www.slideshare.net/fling
The Candy Bar Era
calls   SMS


• 2G network : GSM, CDMA, TDMA, iDEN
• More cellular towers
        less power needed
        much smaller
• Better voice quality
• Added SMS
• Everyone wanted to have a mobile phone
   – economic prosperity in EU, USA, and JP
The Feature Phone Era




* Picture lovely taken from http://www.slideshare.net/fling
The Feature Phone Era
calls   SMS & MMS   music & photos


•   2.5G network: GPRS
•   Camera
•   MMS
•   Data-capable devices
•   Interneton mobile (very poor)
    – high prices
    – poor marketing
    – inconsistent rendering
The Smartphone Era




* Picture lovely taken from http://www.slideshare.net/fling
The Smartphone Era
calls   SMS & MMS   music & photos


•   3G, HSDPA, WI-FI
•   Like a feature phone, but simulating a PC
•   Its own OS (es. Symbian)
•   Larger screens, stylus
•   The Mobile Platform becomes key
•   (push) email as primary driver
The Touch Era




* Picture lovely taken from http://www.slideshare.net/fling
The Touch Era
calls   SMS & MMS   music & photos   APPS


•   3G, 4G                             NOT a phone
                                             -
•   Accelerometers
                                      NOT a computer
•   GPS/Location-based
•   User-centered design
    – true impact on his eveyday life
• Rich interfaces
• A personal media platform
• Mobile web - everyday
Roadmap

• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media
The Mobile Ecosystem
The Mobile Ecosystem




                HSPDA
         4G             GPRS


         Edge
                        WIFI
The Mobile Ecosystem

         Services
      Applications
 Application frameworks
   Operating systems
       Platforms
         Devices
        Networks
        Operators
The Mobile Ecosystem
• Operators make the entire mobile ecosystem work

• ROLE to create and maintain wireless services over
  ROLE:
  a reliable cellular network
                                   • Voice
          They install             • Messages
          cellular towers          • Internet access



                                       Operators
The Mobile Ecosystem




                                    Operators
data source: http://bit.ly/Ajzc0o
The Mobile Ecosystem
   Mobile networks communicate through electromagnetic
     radio waves with a cell site base station, the antennas
     of which are usually mounted on a tower, pole or
     building.




                                            Networks
image from:                                 Operators
http://en.kioskea.net/contents/tele
phonie-mobile/gsm.php3
The Mobile Ecosystem




                                                                 Networks
                                                                 Operators
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond
The Mobile Ecosystem
The PHONE
   – handsets or terminals in industry
• But also other devices such as tablets, ebook readers…




                                          Devices
                                         Networks
                                         Operators
The Mobile Ecosystem

                               Feature Phone
                                     VS
                                Smartphone
                             (and touch phones)


                                                               Devices
                                                              Networks
image source: http://techcrunch.com/2011/11/28/its-still-a-
                                                              Operators
feature-phone-world-global-smartphone-penetration-at-27/
The Mobile Ecosystem
Platforms provide access to the devices
They provide a core programming language in which ALL
  the software is written

Three main categories:
• Open Source free to use and modify
       Source:
   – Android
                                         Platforms
• Proprietary by device makers
  Proprietary:
                                          Devices
   – iPhone, BlackBerry, Palm
                                         Networks
• Licensed sold to device makers
  Licensed:                              Operators
   – JavaME, BREW, Windows Mobile
The Mobile Ecosystem
OS have core services or toolkits that enable apps to talk
  to each other and share data or services
For example:



OSs are common in Smart Phones,       Operating Systems
but rare in Feature phones.               Platforms
                                           Devices
                                          Networks
                                          Operators
The Mobile Ecosystem



             Smartphones by
             Operative Systems

               Operating Systems
                   Platforms
                    Devices
                   Networks
                   Operators
The Mobile Ecosystem
They run on top of the OS, sharing core services such as:
• Communications
• Messaging
• Graphics
• Location                           Application Frameworks
• Security                             Operating Systems
• Authentication                            Platforms
                                             Devices
• …
                                           Networks
                                           Operators
The Mobile Ecosystem




                                                       Application Frameworks
                                                         Operating Systems
                                                              Platforms
                                                               Devices
                                                              Networks
                                                              Operators
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond
The Mobile Ecosystem
Definition: In the realm of technology, this usually
  refers to a computer program that runs on a website
  (Google Apps), a small computing device (iPad App) or a
  cell phone (Android App).
                                          Applications
                                    Application Frameworks
Example applications may
                                      Operating Systems
include Games, Web Browser,
                                           Platforms
Camera or Media Player.                     Devices
                                           Networks
                                           Operators
The Mobile Ecosystem
 Apps live between the device and the user



               APP                             Applications
                                         Application Frameworks
                                           Operating Systems
They must fit with their usage context          Platforms
                                                 Devices
They must know the specific device              Networks
attributes and capabilities                     Operators
    FRAGMENTATION PROBLEM
The Fragmentation problem
It is the inability to develop an app against a reference
   operating context (OC) and achieve the intended behavior in
   all OCs suitable for the application.
OC = the external environment influencing its operation
                                             Applications
                                       Application Frameworks
                                         Operating Systems
                                              Platforms
                                               Devices
                                              Networks
                                              Operators
The Fragmentation problem




for further info:
http://www.comp.nus.edu.sg/~damithch/files/SEKE2008.pdf
The Mobile Ecosystem
 Services are “everything the user is trying to do”

They are often available at different levels:
• Application                                   Services
• Application Framework                       Applications
• OS                                    Application Frameworks
                                          Operating Systems
Example services may include:                 Platforms
• the Internet                                 Devices
• sending a text message                      Networks
• being able to get a location                Operators
The Mobile Ecosystem

All of these layers must be passed through before
               you get to the content
         Services           Nowadays, the mobile
       Applications
                                 ecosystem is:
 Application Frameworks
   Operating Systems      complicated, fragmented,
        Platforms          and a political nightmare
         Devices
        Networks
        Operators
                              RUN AWAY!!!
                                            however…
Roadmap

• Brief History of Mobile
• The Mobile Ecosystem
• Mobile as the 7th mass media
Mobile Market

                         Mass Media???
                How big is the Mobile Market???




data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond
Mobile Market




                                       in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond
Mobile Market




                                       in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond
Mobile Market




                                       in 2009
data source: http://www.slideshare.net/fling/mobile-20-design-
develop-for-the-iphone-and-beyond
Mobile Market
   in 2011…
Mobile Market

Mobile is the LARGEST,
   most available
    mass medium
    TO MANKIND
Mobile as the 7th mass media

Each mass media has advantages and disadvantages, each
  playing a significant role in society

If we understand how we relate to each mass media
   we will understand what our customers expect from
  our mobile apps
Mobile as the 7th mass media

  1 Printing Press


Reduced time to publish

Enables information to be easily copied and distributed
Mobile as the 7th mass media

  2 Recordings
        aka recorded sound




Music

Started as information sharing (news)
Mobile as the 7th mass media

  3 Cinema


Visual Experience

Similarly to recordings,
it started as information sharing (news)

Intense personal experience
Mobile as the 7th mass media

  4 Radio


= recordings + live broadcast

Intense personal experience
Mobile as the 7th mass media

  5 Television


= radio + video

Prices dropped down     a TV for each home
   more intimate and visceral medium
Mobile as the 7th mass media

  6 Internet


Computers @home, not @work

Web 2.0 = interact with other users

Purchase, download and stream recordings

Listen to radio and TV streams
Mobile as the 7th mass media

    7    Mobile


It started at the same time as the Web


Unique trait: it can do everything all the other media can do
       trait
•   Reading (and publishing)
•   Play recordings
•   Watch movies
•   Listen to radio
•   Watch TV (and streaming)
•   Surf the Internet
Unique benefits of Mobile
Apart from covering all the other media, mobile has 5
  unique benefits:

  First truly personal mass media     We don’t share our phones with our friends

                                      Information is always available 24/7,
     First always-on mass media          even when idle
                                      7 out of 10 people sleep with their
  First always-carried mass media        phones within reach
   Only mass media with a built-in
                                      Universal click-to-buy + credit cards
         payment channel

   At the point of creative impulse   Ability to create or consume content
                                        whenever the mood strikes
Context

CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
  Mobile apps have the amazing capability to add
                     CONTEXT
CONTEXTadding immediate relevance to what
to information, CONTEXT CONTEXT
         we are doing right here, right now
CONTEXT CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXT
References




                       http://bit.ly/xSdIiS
Chapters 1-2-3
Tips for the project
There is no “perfect app”, you have to find the sweet spot

     costs, revenue,                       development or
    market share, and                       configuration,
     time to market                      maintainability, and
                                              reliability

                          your
                          APP
                        User Goals

                          usability
Tips for the project

1.    Find a REAL NEED first

2.    Find your GOAL to fill the need

3.    Reverse Engineer the goal into a potential app

4.    Remember the unique benefits of Mobile (slide 53)

5.    CONTEXT CONTEXT CONTEXT
     – Location, camera, always-carried, accelerometer

     – WHO is your typical user???? Define usage scenarios
Tips for the project

                                     app:
This is my checkbox when I review an app:
   Does it have a clear goal?
   Is it filling a real need?
   Does it consider the context in which I’m using it?
   Is it integrated with other services?
              Look at http://www.programmableweb.com
              and discover a new world out there!! ☺

   Is it a pleasure to use it?
      I look at UI design, interface slickness, ecc.
Hello World


Latest Movies
     App

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The Mobile Ecosystem

  • 1. The Mobile Ecosystem Ivano Malavolta ivano.malavolta@univaq.it http://www.di.univaq.it/malavolta
  • 2. Roadmap • Brief History of Mobile • The Mobile Ecosystem • Mobile as the 7th mass media
  • 3. Brief history of Mobile • Many generation of mobiles • G is often referred to the networking aspect – es. 2G, 3G, 4G We will not not. We will focus on the DEVICE
  • 4. Brief history of Mobile • Motivation: At some point a device comes and changes everything
  • 6. The Brick Era * Picture lovely taken from http://www.slideshare.net/fling
  • 7. The Brick Era calls • It was Portable! • More expensive than payphones • Enormous battery • Stakeholders: – Stockbrokers, salespeople, … • After a while, more cellular radio towers and… it got (a little bit) smaller
  • 8. The Candy bar Era * Picture lovely taken from http://www.slideshare.net/fling
  • 9. The Candy Bar Era calls SMS • 2G network : GSM, CDMA, TDMA, iDEN • More cellular towers less power needed much smaller • Better voice quality • Added SMS • Everyone wanted to have a mobile phone – economic prosperity in EU, USA, and JP
  • 10. The Feature Phone Era * Picture lovely taken from http://www.slideshare.net/fling
  • 11. The Feature Phone Era calls SMS & MMS music & photos • 2.5G network: GPRS • Camera • MMS • Data-capable devices • Interneton mobile (very poor) – high prices – poor marketing – inconsistent rendering
  • 12. The Smartphone Era * Picture lovely taken from http://www.slideshare.net/fling
  • 13. The Smartphone Era calls SMS & MMS music & photos • 3G, HSDPA, WI-FI • Like a feature phone, but simulating a PC • Its own OS (es. Symbian) • Larger screens, stylus • The Mobile Platform becomes key • (push) email as primary driver
  • 14. The Touch Era * Picture lovely taken from http://www.slideshare.net/fling
  • 15. The Touch Era calls SMS & MMS music & photos APPS • 3G, 4G NOT a phone - • Accelerometers NOT a computer • GPS/Location-based • User-centered design – true impact on his eveyday life • Rich interfaces • A personal media platform • Mobile web - everyday
  • 16. Roadmap • Brief History of Mobile • The Mobile Ecosystem • Mobile as the 7th mass media
  • 18. The Mobile Ecosystem HSPDA 4G GPRS Edge WIFI
  • 19. The Mobile Ecosystem Services Applications Application frameworks Operating systems Platforms Devices Networks Operators
  • 20. The Mobile Ecosystem • Operators make the entire mobile ecosystem work • ROLE to create and maintain wireless services over ROLE: a reliable cellular network • Voice They install • Messages cellular towers • Internet access Operators
  • 21. The Mobile Ecosystem Operators data source: http://bit.ly/Ajzc0o
  • 22. The Mobile Ecosystem Mobile networks communicate through electromagnetic radio waves with a cell site base station, the antennas of which are usually mounted on a tower, pole or building. Networks image from: Operators http://en.kioskea.net/contents/tele phonie-mobile/gsm.php3
  • 23. The Mobile Ecosystem Networks Operators data source: http://www.slideshare.net/fling/mobile-20-design- develop-for-the-iphone-and-beyond
  • 24. The Mobile Ecosystem The PHONE – handsets or terminals in industry • But also other devices such as tablets, ebook readers… Devices Networks Operators
  • 25. The Mobile Ecosystem Feature Phone VS Smartphone (and touch phones) Devices Networks image source: http://techcrunch.com/2011/11/28/its-still-a- Operators feature-phone-world-global-smartphone-penetration-at-27/
  • 26. The Mobile Ecosystem Platforms provide access to the devices They provide a core programming language in which ALL the software is written Three main categories: • Open Source free to use and modify Source: – Android Platforms • Proprietary by device makers Proprietary: Devices – iPhone, BlackBerry, Palm Networks • Licensed sold to device makers Licensed: Operators – JavaME, BREW, Windows Mobile
  • 27. The Mobile Ecosystem OS have core services or toolkits that enable apps to talk to each other and share data or services For example: OSs are common in Smart Phones, Operating Systems but rare in Feature phones. Platforms Devices Networks Operators
  • 28. The Mobile Ecosystem Smartphones by Operative Systems Operating Systems Platforms Devices Networks Operators
  • 29. The Mobile Ecosystem They run on top of the OS, sharing core services such as: • Communications • Messaging • Graphics • Location Application Frameworks • Security Operating Systems • Authentication Platforms Devices • … Networks Operators
  • 30. The Mobile Ecosystem Application Frameworks Operating Systems Platforms Devices Networks Operators data source: http://www.slideshare.net/fling/mobile-20-design- develop-for-the-iphone-and-beyond
  • 31. The Mobile Ecosystem Definition: In the realm of technology, this usually refers to a computer program that runs on a website (Google Apps), a small computing device (iPad App) or a cell phone (Android App). Applications Application Frameworks Example applications may Operating Systems include Games, Web Browser, Platforms Camera or Media Player. Devices Networks Operators
  • 32. The Mobile Ecosystem Apps live between the device and the user APP Applications Application Frameworks Operating Systems They must fit with their usage context Platforms Devices They must know the specific device Networks attributes and capabilities Operators FRAGMENTATION PROBLEM
  • 33. The Fragmentation problem It is the inability to develop an app against a reference operating context (OC) and achieve the intended behavior in all OCs suitable for the application. OC = the external environment influencing its operation Applications Application Frameworks Operating Systems Platforms Devices Networks Operators
  • 34. The Fragmentation problem for further info: http://www.comp.nus.edu.sg/~damithch/files/SEKE2008.pdf
  • 35. The Mobile Ecosystem Services are “everything the user is trying to do” They are often available at different levels: • Application Services • Application Framework Applications • OS Application Frameworks Operating Systems Example services may include: Platforms • the Internet Devices • sending a text message Networks • being able to get a location Operators
  • 36. The Mobile Ecosystem All of these layers must be passed through before you get to the content Services Nowadays, the mobile Applications ecosystem is: Application Frameworks Operating Systems complicated, fragmented, Platforms and a political nightmare Devices Networks Operators RUN AWAY!!! however…
  • 37. Roadmap • Brief History of Mobile • The Mobile Ecosystem • Mobile as the 7th mass media
  • 38. Mobile Market Mass Media??? How big is the Mobile Market??? data source: http://www.slideshare.net/fling/mobile-20-design- develop-for-the-iphone-and-beyond
  • 39. Mobile Market in 2009 data source: http://www.slideshare.net/fling/mobile-20-design- develop-for-the-iphone-and-beyond
  • 40. Mobile Market in 2009 data source: http://www.slideshare.net/fling/mobile-20-design- develop-for-the-iphone-and-beyond
  • 41. Mobile Market in 2009 data source: http://www.slideshare.net/fling/mobile-20-design- develop-for-the-iphone-and-beyond
  • 42. Mobile Market in 2011…
  • 43. Mobile Market Mobile is the LARGEST, most available mass medium TO MANKIND
  • 44. Mobile as the 7th mass media Each mass media has advantages and disadvantages, each playing a significant role in society If we understand how we relate to each mass media we will understand what our customers expect from our mobile apps
  • 45. Mobile as the 7th mass media 1 Printing Press Reduced time to publish Enables information to be easily copied and distributed
  • 46. Mobile as the 7th mass media 2 Recordings aka recorded sound Music Started as information sharing (news)
  • 47. Mobile as the 7th mass media 3 Cinema Visual Experience Similarly to recordings, it started as information sharing (news) Intense personal experience
  • 48. Mobile as the 7th mass media 4 Radio = recordings + live broadcast Intense personal experience
  • 49. Mobile as the 7th mass media 5 Television = radio + video Prices dropped down a TV for each home more intimate and visceral medium
  • 50. Mobile as the 7th mass media 6 Internet Computers @home, not @work Web 2.0 = interact with other users Purchase, download and stream recordings Listen to radio and TV streams
  • 51. Mobile as the 7th mass media 7 Mobile It started at the same time as the Web Unique trait: it can do everything all the other media can do trait • Reading (and publishing) • Play recordings • Watch movies • Listen to radio • Watch TV (and streaming) • Surf the Internet
  • 52. Unique benefits of Mobile Apart from covering all the other media, mobile has 5 unique benefits: First truly personal mass media We don’t share our phones with our friends Information is always available 24/7, First always-on mass media even when idle 7 out of 10 people sleep with their First always-carried mass media phones within reach Only mass media with a built-in Universal click-to-buy + credit cards payment channel At the point of creative impulse Ability to create or consume content whenever the mood strikes
  • 53. Context CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT Mobile apps have the amazing capability to add CONTEXT CONTEXTadding immediate relevance to what to information, CONTEXT CONTEXT we are doing right here, right now CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT
  • 54. References http://bit.ly/xSdIiS Chapters 1-2-3
  • 55. Tips for the project There is no “perfect app”, you have to find the sweet spot costs, revenue, development or market share, and configuration, time to market maintainability, and reliability your APP User Goals usability
  • 56. Tips for the project 1. Find a REAL NEED first 2. Find your GOAL to fill the need 3. Reverse Engineer the goal into a potential app 4. Remember the unique benefits of Mobile (slide 53) 5. CONTEXT CONTEXT CONTEXT – Location, camera, always-carried, accelerometer – WHO is your typical user???? Define usage scenarios
  • 57. Tips for the project app: This is my checkbox when I review an app: Does it have a clear goal? Is it filling a real need? Does it consider the context in which I’m using it? Is it integrated with other services? Look at http://www.programmableweb.com and discover a new world out there!! ☺ Is it a pleasure to use it? I look at UI design, interface slickness, ecc.