Mobile Web vs. Native Apps | Design4Mobile
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This document provides an overview of a presentation on native mobile apps versus mobile web apps. It includes slides on why developers were fighting over the two approaches, Apple's announcement allowing third-party apps on the iPhone, and the surprise success of the iPhone App Store. It also discusses factors that contributed to the App Store's success like its openness, revenue split, and fewer restrictions compared to mobile carriers. The document debates questions around whether apps create platform lock-in, if app stores are essential to a platform's success, and challenges of developing for multiple mobile platforms. It suggests that HTML5 and WebKit may become the dominant mobile platform.
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Mobile Web vs. Native Apps | Design4Mobile
- 1. Native vs Web Jason Grigsby • Design4Mobile @grigs on Twitter • jason@cloudfour.com cloudfour.com/blog • mobileportand.com SLIDES: bit.ly/grigs-d4m2010 http://www.flickr.com/photos/hi-phi/54828371
- 6. Why are we fighting? http://www.flickr.com/photos/jeff-bauche/2230236391/sizes/o/
- 7. “We have been trying to come up with a solution to let developers write applications, yet keep the iPhone secure and safe. We’ve come up with a sweet solution.” http://www.flickr.com/photos/acaben/541334636/
- 8. Web Developers Web Developers Mac Developers Mac Developers Web Developers Mac Developers
- 9. Web aDevelopers “That is bold idea. Very forward thinking... This is the coming out party for web apps. We are very Macexcited about this. These are Developers exciting times.” — Jason Fried, 37signals
- 10. “Perhaps it’s playing well in the mainstream press, but here at WWDC, Apple’s “you can write great apps for the Mac Developers iPhone: they’re called ‘web sites’” — message went over like a lead balloon. Web Developers If all you have to offer is a shit sandwich, just say it. Don’t tell us how lucky we are and that it’s going to taste delicious.” — Jon Gruber, Daring Fireball
- 11. Which is better? Who’s going to win? http://www.flickr.com/photos/jsymmetry/166749290/
- 15. October 2007 Announcement AppStore Launch July 2008
- 16. Surprise Story of 2008 Flickr photo by Drift Words: http://www.flickr.com/photos/44124413076@N01/11846265/
- 17. Flickr photo by Civisi: http://www.flickr.com/photos/civisi/2611679744/ Web 2.0 iPhone App Store Web-based Apps Native Apps Services & Mashups Few APIs between apps Software as Service No Recurring Revenue Cloud Computing Local Storage
- 18. What makes the App Store successful? Carriers App Store Open to anyone Openness Closed, Seek permission who signs agreement Entry Cost Thousands of dollars $99 Revenue Split 60/40 to 50/50 70/30 Restrictions Many Few Releases Difficult, Timely 1 to 2 weeks Micropayments Inconsistent iTunes for every phone
- 19. 120 million http://blog.wired.com/gadgets/2009/02/shoot-is-iphone.html#c148364123 devices 315,634 http://www.newsweek.com/id/174266 apps 6.5 billion http://businessweek.com/@@0M43kIYQYKPISw0A/technology/content/sep2008/tc20080930_257832.htm downloads
- 24. Native Mobile Apps vs. Mobile Web Apps
- 25. Native Mobile Apps vs. Mobile Web Apps Mobile is Bigger than Just Apps
- 35. URLs Don’t Open Apps
- 36. The ‘U’ in URL stands for Universal* * it actually stands for ‘uniform.’ close enough ;-) http://www.flickr.com/photos/laughingsquid/255852260/sizes/o/
- 37. A mobile website for every iPhone app. http://www.flickr.com/photos/fotoosvanrobin/4932854288/sizes/l/
- 38. More ways iPhone AppStore skews perceptions http://www.flickr.com/photos/earlysound/2710970750/ Creative Commons
- 39. Do Apps Create Platform Lock-in? If you've bought $200 worth of applications for your smartphone, you're much less likely to switch to a different model in the future. In short, high spending on smartphone apps ensures long- term platform loyalty. http://www.flickr.com/photos/fxp/2374147405/sizes/l/
- 40. Do Apps REALLY Create Platform Lock-in? App Cost Twitter for iPhone Free Reeder $2.99 Instapaper $4.99 Facebook Free 1Password $9.99 Total $17.97 Switching Costs are Lower
- 41. Are App Stores Essential to a Platform’s Success?
- 44. Android Outsold iPhone in Q2 2010 Symbian RIM Android iPhone Windows Linux Others 2%2% 5% 14% 41% 17% 18% Android 17%, iPhone 14% http://www.gartner.com/it/page.jsp?id=1421013
- 45. Why compare mobile to the PC market? http://www.flickr.com/photos/mesq/413104380/sizes/o/
- 48. Ringtone Apps (FYI: Justin’s app is out soon. FitnessTrack. $2.99) http://twitter.com/justin/status/1210786170 http://furbo.org/2008/12/09/ring-tone-apps/ http://furbo.org/2009/02/16/raising-prices/
- 49. Ringtone Apps 15000 11250 7500 3750 0 0 1.99 3.99 5.99 7.99 9.99 11.99 13.99 15.99+ http://148apps.com/10000
- 50. Brutally Honest iPhone App Sales: $32k Spent vs. $535 Revenue Dapple http://www.streamingcolour.com/blog/2009/03/09/the-numbers-post-aka-brutal-honesty/
- 53. Success Determined by Top Lists & Features http://appcubby.com/blog/files/financial_realities.html
- 54. More Open ≠ No Gatekeeper 96% Approved (what about that 4%?)
- 55. 10 Rejected Applications • Obama Trampoline • MyShoe • I Am Poor • The South Park App • Pull My Finger • iBoobs • Slasher • Murderdome • Podcaster • Freedom Time "Even though my personal political leanings are Democratic, I think this app will be offensive to roughly half our customers. What's the point?" — Steve Jobs http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html
- 56. “We view Apps different than books or songs, which we do not curate. If you want to criticize a religion, write a book. If you want to describe sex, write a book or a song, or create a medical app.” — Apple AppStore Guidelines
- 58. Where is the scale & recurring revenue? http://bits.blogs.nytimes.com/2009/04/30/the-hundred-million-dollar-mobile-app-question/
- 60. Symbian Windows Mobile Objective C WebOS C Java ME Dalvik Palm Visual Basic C++ .NET Compact BREW Flickr photo by André-Batista: http://www.flickr.com/photo_zoom.gne?id=408700622&size=o
- 61. Google Mobile — App Challenges • Pressure from CEO for rapid releases • 10+ platforms to support • Over 100 different builds http://www.flickr.com/photos/83731031@N00/445924458/ • http://www.flickr.com/photos/mcdave/142758127/ http://www.flickr.com/photos/nataliejohnson/290541732/
- 62. Fragmentation: This is what the web is supposed to solve. Flickr photo by .Hessam: http://www.flickr.com/photos/essamo/1070527547/
- 63. WebKit & HTML5: Dominant Mobile Platform 2009 Smartphone Market Share (Gartner) 14% Symbian 1% Blackberry 4% iPhone Android 47% WebOS 14% Windows/Others Phones currently shipping or projected to ship using 20% WebKit in blue (85%). By contrast, 10 smartphone operating systems.
- 67. The reports of my death are greatly exaggerated http://www.flickr.com/photos/stuckincustoms/2743756315/sizes/l/
- 68. CHALLENGE: Find a single report that doesn’t show exponential growth for mobile web.
- 71. Flirtomatic $15M in Revenue • $12 per month from 175,000 paying customers • 30% use the service seven times a day • Sold 28,000 virtual gifts in the five days between Boxing Day and New Year’s Eve Source: http://bit.ly/cck1xE | http://bit.ly/dpHbak
- 72. Our iPhone app has been a Top 10 iPhone reference application for almost two years with almost six million downloads, and even with all of the great chart positions and visibility – just as many iPhone consumers use our mobile website as the application. —Kevin Nakao, Chief Operating Officer, Whitepages.com http://mashable.com/2010/06/10/why-you-may-not-need-a-mobile-app/
- 73. Mobile Web Distribution Carriers App Store Mobile Web Closed, Seek Open to anyone Openness Completely Open permission who signs agreement Entry Cost Thousands of dollars $99 None Revenue Split 60/40 to 50/50 70/30 100% Restrictions Many Few None Releases Difficult, Timely 1 to 2 weeks Instantaneous Micropayments Inconsistent iTunes for every phone Not yet
- 74. Ok Hot Shot, How are You Going to Create Super Monkey Ball with HTML? <div id=”bridge” class=”rope”> <div id=”bubble”> <span id=”monkey sprite- replace”> Monkey</span> jquery-banana.js Some Applications Have to Be Native
- 75. Six Common Reasons for Native Apps Performance Offline Mode Findability Device Attributes Monetization Experience Flickr photo by John Wardell (Netinho): http://www.flickr.com/photo_zoom.gne?id=760902403&size=l
- 76. Not for all applications Good enough for many applications Javascript Performance improving Hardware Accelerated CSS Web developers must improve Flickr: Uploaded February 11, 2007 by hawridger
- 77. Javascript Speed Wars http://webkit.org/blog/189/announcing-squirrelfish/ http://news.cnet.com/8301-1001_3-10030888-92.html http://weblogs.mozillazine.org/roadmap/archives/2008/09/tracemonkey_update.html http://webkit.org/blog/214/introducing-squirrelfish-extreme/
- 79. We’ve Become Bandwidth Gluttons Since 2003: • Web Page Size Tripled •# of Objects Doubled Since 1995: • Web Page Size: 22x •# of Objects: 21x Source: http://www.websiteoptimization.com/speed/tweak/average-web-page/
- 80. Yahoo!’s 14 Performance Rules (Now 34!) 1. Make Fewer HTTP Requests 8. Make JavaScript and CSS External 2. Use a Content Delivery Network 9. Reduce DNS Lookups 3. Add an Expires Header 10.Minify JavaScript 4. Gzip Components 11.Avoid Redirects 5. Put Stylesheets at the Top 12.Remove Duplicate Scripts 6. Move Scripts to the Bottom 13.Configure ETags 7. Avoid CSS Expressions 14.Make AJAX Cacheable Source: http://developer.yahoo.com/performance/rules.html
- 81. Offline Support • HTML 5 • Client-side Database Storage API • Application Cache • Essentially SQLite in browser • Available on iPhone since 2.0 • Google Gears, Android, Nokia soon?
- 83. 315,000 Apps & Findability? http://148apps.com/10000
- 85. Geolocation API Camera Address Book Accelerometer
- 86. Flickr photo by Lyza Gardner: http://www.flickr.com/photos/lyza/49545547/
- 87. Immersive Experience http://www.flickr.com/photos/esi_design/4548281713/sizes/l/
- 90. Mobile Web Experience Biggest Challenges Position: Fixed Accelerated Scrolling
- 91. Flickr photo by Thomas Purves: http://www.flickr.com/photos/thomaspurves/744225198/
- 93. What Can You Do With PhoneGap? http://phonegap.com/projects
- 98. Hybrid Apps? Yes we can
- 99. Mobile Progressive Enhancement [content] Device Detection Phone Gap Add Functionality http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
- 100. Apps for Your Most Loyal Customers iPhone App Generated $400M in 2009
- 101. Reward People for Downloading Your App Take Advantage of Mobile Capabilities
- 102. Native vs Web We’re all brothers here.
- 103. Overtime Debate Format: Battle Rap Matthias Shapiro & Jason Alderman, Ignite Salt Lake
- 104. Mobile Web vs. Native vs. Hybrid? Yes. Jason Grigsby Slides: bit.ly/grigs-d4m2010 @grigs • jason@cloudfour.com cloudfour.com • mobileportand.com http://www.flickr.com/photos/jphilipson/2100627902/