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On mobile - Product Strategy
- 1. Approach Note: Adopting Enterprise Mobility with Smartphone Discussion Document December 2, 2010
- 2. Executive Summary - - Since 2007, the Smartphone market has grown 37% CAGR. The new breed of Smartphones with multi-touch technology and improved processing power, are bringing about a paradigm shift in User experience. Further, recent innovations in mobile browser technology has unleashed the hitherto untapped potential of “Mobile Web”. The Mobile web, coupled with fast maturing cloud computing, is tipped to deliver the next generation of killer apps. Hence it’s imperative for enterprises to align their mobility strategy with the changing realities of Smartphone landscape. Objective of this presentation is to provide a generic approach towards developing an enterprise mobility strategy. The subsequent slides aims to: Introduce the key players in current Smartphone market segment Discuss key components of a successful mobility strategy Provide comparative study on available Smartphone platforms Introduce different mobile architectures In order to illustrate the approach, this presentation includes a case study of a CIO dashboard. The study outlines the business case, derives an appropriate architecture and provides an high level approach towards eventual implementation. NOTE: The current presentation limits the scope of discussion to Smartphone. However the same concepts can be extended to derive a generic enterprise mobility strategy including Smartphones, tablets (iPad) and Netbooks.
- 3. Contents - - Comparison of available mobile development tools Worldwide mobile usage data 1. Smartphone landscape 3. Smartphone Architecture Options 4. Case Study: CIO Dashboard Appendix 2. Smartphone Platform Selection Business Case Decision tree to arrive at recommended architecture Implementation Approach
- 4. 1. Smartphone landscape - - Source: wikipedia Smartphone market share - Q1 2010 ( unit sale ) Key players in Smartphone OS space Smartphone OS Change in market share since Q1 2009 Symbian - 4.5% RIM - 1.2% Apple (iPhone) + 4.9% Android + 8.0% Windows Mobile - 3.4% Linux - 4.3% Others - 0.5%
- 5. 1. Smartphone landscape - - Source: AdMob mobile metrics report, February 2010 Share of mobile web traffic by Smartphones iPhone (Apple) and Android (Google) platforms are fast capturing the mobile web space The Mobile Web
- 6. 2. Smartphone Platform Selection - - Business objectives Target user base IT application ecosystem Anticipated usage pattern Adopted Smartphone Strategy Enterprise Smartphone strategy should align Business Objectives with the needs of targeted user base while optimizing the existing IT application ecosystem Developing an enterprise Smartphone strategy
- 7. 2. Smartphone Platform Selection - - Source: http://shahneil.com/2010/02/smartphone-war-part-i-smartphone-os-differentiating-factor/ Smartphone user’s pyramid of needs Performance of Smartphone platforms iPhone and Android with their superior user experience are the preferred choice in consumer Smartphone market Maturity of Smartphone platform: Consumer’s perspective iPhone Android Blackberry Symbian Legend: Best in class Barely working Apps A huge library of Apps, right from social networking, tools and games Features and Functionality Navigation, Audio, video, camera, calendar, alarm clock etc Ease of Communication SMS, MMS, Web browser, email, chat services and document viewer Design and Performance Usability, battery life, ergonomic design, touch screen, QWERTY keyboard Secure and Reliable connection Connectivity, speed, compatibility with networks and reliability
- 8. 2. Smartphone Platform Selection - - Source: wikipedia iPhone and Android platforms, with their cutting edge design and dedicated community support, are making inroads into Enterprise Smartphone space Maturity of Smartphone native platform: Enterprise Architecture perspective Legend: Good Bad Mobile Platforms Programming Language Learning Curve IDE Support Community Support Backward Compatibility Dynamic Data Push Ease of Deployment iPhone Objective C Android Java / C Blackberry Java Symbian C++
- 9. 3. Smartphone architecture options - - Native Application Standalone app, residing natively on Smartphone Extensively leverages native APIs (geolocation, accelerometer etc) of the Smartphone Rich User experience Functionally rich applications Offline capability Improved performance Mobile Web Application Internet based application designed for Smartphone Accessed by web browsers from Smartphone Access to dynamic data Easy integration to other web content Easy maintenance Description Benefits Architecture Options Drawbacks Limit on data volume Complex deployment procedure Possible security risk with locally stored data No offline connectivity Dependency on network availability/ speed Limited use of system data Hybrid Application Internet based application designed for richer user experience by leveraging some of the native apis Improved User experience Possibility of building intelligent web applications which can also leverage native features (i.e contacts, geolocation, camera etc) Complex architecture Limited offline features (leveraging HTML5) Dependency on network availability / speed
- 10. 4. Case Study: CIO Dashboard - - Business Case Enable enterprise Quality dashboard on Smartphone. The enterprise Quality dashboard, provides an instant health check of all active projects in the enterprise. Enabling the Quality dashboard on a Smartphone will greatly improve the decision making capability of the CIO and senior management staff. Target Users: CIO, Senior Management Staff Anticipated Usage Pattern: - Approximate 100 users - Maximum 10 concurrent users - No data entry through Smartphone (Read Only)
- 11. 4. Case Study: CIO Dashboard - - Decision tree to arrive at the appropriate architecture Medium High Low True Medium False CIO Dashboard Volume of data Low Frequency of data updates False Need of user input High Mobile Web Application Architecture True True Recommendation: Enhance the existing Quality dashboard to enable it on Smartphones Medium Low False High False False False
- 12. 2 - - 4. Case Study: CIO Dashboard Implementation Approach Application Layer Review the content, context and components for enabling on smartphone Strip out non relevant information Limit size of each web page to < 300kB Trap User agent and render appropriate content Presentation Layer Design themes targeted to specific mobile device Develop stylesheets Resize images, minimize downloads Test and Optimize Perform tests on all planned mobile devices Minimize the size of downloadable resources (images, js file) Apply caching as appropriate Analyze the architecture of existing Quality dashboard For the Smartphone version of the dashboard Review the authentication / authorization needs Review security certificates Prepare wireframes for the new UI Optimize the UI for improved User Experience Due- diligence (2 Weeks) Development (tbd) Recommended to have a separate domain registered for mobile website Implement client side redirection to the mobile website (as required) Rollout (tbd)
- 13. - - Appendix
- 14. Comparison of available mobile development tools - - Source: amlcode.com
- 15. Worldwide mobile usage data - - Source: Gartner
- 16. Thank You For additional information please contact Rahul Sethi – Principal Mobiangle.com [email_address] 1-408-459-0657
Editor's Notes
- #6: With arrival of power mobile browsers such as webkit and safari, access of internet from mobile devices has shown many fold increase. As technologies like HTML5 and javascripts mature further (with help from hardware acceleration) the mobile devices will be able to consume richer and highly capable web applications. This new found ability of a mobile user coupled with cloud computing is likely to share the next generation of mobile web applications. In coming days, more and more enterprises / developers will be developing applications aimed at the Mobile Web.
- #7: The following aspects should be considered while determining the enterprise mobile strategy - Business Objectives: - How critical is the business process (to be accomplished by the mobile application)? - How time sensitive is it (does it require real time data processing? Frequency of data synchronization)? - what is the cost of transaction failure? - What are the acceptable Service levels for the mobile apps Target User base: - Demographics of the user base? Job profile, responsibilities, technology proficiency - What is the current preferred mode of transaction for the identified user base? Anticipated Usage Pattern - Do we expect the users to receive alerts, take action on short messages, fill out forms, perform more complex navigations, create digital content or combination of one or more ? IT Application Ecosystem: - Existing IT infrastructure - Service Management infrastructure - Upgrade / Maintenance needs