netbiscuits & device fragmentation

Mobile Web Seminar

A state of mobile devices fragmenta6on in AustraliaMobile web vs Na6ve apps?

Lucas Challamel -‐ Netbiscuits ANZ

06/06/11© 2011 Netbiscuits GmbH

Brief intro:Netbiscuits

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§ Founded in 2000 in Germany§ Active in 50+ countries,head offices in U.S.,

Germany, UK and Singapore, 110 employees

§ Awarded ME Awards for Best Mobile Publishing Platform in 2009, 2010, in 2010 and 2009 awarded Top 50 Deloitte Touche fastest Growing German tech companies

§ Global network of 75+ solution, reselling and platform partners

§ Conducted 10,000+ mobile projects successfully in the last 10 years

§ In 2011, our cloud delivers every month:=> 8 billion mobile pages=> 100 million mobile videos=> to 3000+ different mobile devices

Take advantage of the world‘s best mobile development and publishing plaBorm

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Consumer & Industry Brands

Content & MediaPublishers, Carriers

Marke6ng, Web, Mobile Agencies

Web, Commerce, Internet Service Prov.

SoKware VendorsApplica6on Developers

Adver6sersPayment Providers

Hundreds of businesses go mobile with Netbiscuits

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Mone6za6on

There are three major challenges for businesses to bringInternet content to mobile successfully and profitably

Mobile SubscribersBusinesses

Service Crea6on

SoKware and mobile device fragmenta6on

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A state of Mobile Devices Fragmentation

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> 5,000 MobileDevices worldwide

> 200 Carrier networks world-‐

wide

> 15 Mobile Browsers

> 500 Content Formats> 6 Mobile OS

> 10 SoKwarerevisions per Mobile OS

SoKware

Hardware

> 300 User Agentsper device

§ True global mobile device database with more than 1000 in-‐house tested parameters and +6000 mobile device profiles

§ Mul6ple 6er intelligent device detec6on for device, browser, carrier network parameters

§ Parameter + layout tests for each Biscuit-‐Element ensure unmatched quality on Legacy and Smart phones

§ Mobile devices profiles include also Internet enabled wireless devices such as Gaming Consoles, TVs, In-‐Car Naviga6on Systems, Tablets and eBooks

§ Daily updates for new mobile devices on API

What is device fragmenta6on and why is it?

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Netbiscuits overcomes so>ware fragmenta?on by providing a truly global, intelligent device detec?on & database …


Mobile Metrics Report: Weekly device updates

§ Pantech P9020 (Falcon) (Netfront)§ Samsung SGH-A667 (Evergreen)§ HTC Glacier (T-Mobile MyTouch

4G)§ Motorola Droid Pro (XT610)§ Samsung Ace Galaxy (GT-S5830) § LG P990§ Samsung GT-I9000 (Galaxy S)

V2.2§ HTC Wildfire S§ Samsung Wave 723§ LG P970 (Optimus Black)§ Samsung Galaxy S2 I9100§ Sony Ericsson J108i (Cedar)§ Samsung GT-S5570 (Galaxy Mini)§ SonyEricsson Xmini§ Samsung GT-I5510 (Apollo,

Galaxy 551)§ Samsung S5530

§ ZTE MTC918 (Racer) § ZTE Bluebelt§ ZTE M2 (Beeline)§ ZTE Amigo§ ZTE V9§ Pantech IM-A690L (Mirach) § ZTE MTC 916 (Joe)§ Pantech IM-A710K (Sky Vega

Xpress)§ ZTE Z221 (Ekek)§ ZTE Z331 (Takam)§ Samsung SGH-I857 (Habrok)§ Huawei C5005§ Huawei U3100§ Huawei 8302§ Nec N506i§ Pantech IM-A730S (AKY) § Pantech IM-A630K (Sky Izar)

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§Just last week: 33 new/updated devices!

01/06/2011 update


Mobile Metrics Report: Methodology of our report

§ Report published twice a year: February and July

§ Segmentation:§Dominating Few: 5.00% or higher share of all devices accessing sites via Netbiscuits§Long Tail: 4.99% or lower share of all devices accessing sites via Netbiscuits

§ Data: 8n page views in March 2011§ Traffic exclusively from web-enabled

mobile devices§ Requests generated by bots, desktop

browsers and mobile device emulators have been excluded

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Mobile Metrics Report: Global sta6s6cs (worldwide)

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•In November 2010, the three domina6ng Apple devices accounted to 39.16 percent of all mobile website requests handled by Netbiscuits. The other 2,923 devices together generated 60.84 percent.•Android-‐based handsets like the Motorola A855 and Samsungs GT-‐I 9000 were the strongest followers of Apple while BlackBerry had its first appearance in the list only at posi?on six.



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In Nov.2010 on Netbiscuits cloud



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Mobile Metrics Report: Regional sta6s6cs

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Mobile Metrics Report: Regional sta6s6cs: USA

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Mobile Metrics Report: Regional sta6s6cs: UK

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Mobile Metrics Report: Regional sta6s6cs: Malaysia

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Mobile Metrics Report: Regional sta6s6cs: Australia

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Mobile Metrics Report: About HTML5 capabili6es of mobile devices

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§HTML5 enables websites to have the user experience of a native application.

§ It’s not developed specifically for mobile.§ It is a “standard in motion” that is

implemented differently on many platforms.§ Final specifications planned for 2014.

=> Another source of fragmentation on mobile


Mobile Metrics Report: About HTML5 capabili6es of mobile devices

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Exciting new features, partly supported today:• Extended Video Support • Extended Audio Support • Extended Form Concept • Miscellaneous new Element Types and Attributes• Extended User Interaction Concepts enabling native drag & drop

and undo history functionality • Microdata enabling semantic annotation of content with labels • 2D Animation Rendering • CSS3 support + CSS3 Selectors • Geolocation API • FileReader API• Offline Web Application Support + Webstorage + IndexedDB • Local Devices Support enabling access to connected devices• 3D Animation Rendering (WebGL)• Web Workers providing and API for running background scripts


Mobile Metrics Report: HTML5 support of top devices in Australia

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Mobile Metrics Report: Top 5 supported HTML5 features

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Only 50% of devices in top15 support these features


Mobile Metrics Report: Top 5 par6ally supported HTML5 features

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Only 50-65% of devices in top15 support these features


Mobile Metrics Report: A conclusion for Australia

§ Not one but 1200+ devices access mobile websites today in Australia (2200+ in USA)

§ Long-Tail vs. Short Tail: Few top3 Apple devices dominate 45% of the traffic on mobile websites, but you have to talk to the other 55%

§ Apple iOS loses market share as:§Android and Blackberry rise§The share of Windows Phone OS will grow in 2011, with new Microsoft and Nokia partnership.

§ HTML5 is a standard in motion for the next 3-4 years

=> Fragmentation is here to stay, and businesses have to cope with it, using most advanced cross-platform technologies.

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How to address devices fragmentation:

Apps vs Mobile web?=> a couple of examples

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Mobile web vs Na6ve apps: A conclusion?

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The Race horse vs the Show horse!Betting long on mobile Web.

Mobile sites are a requirement, while applications will remain a preference.

27/05/2011© 2011 Netbiscuits GmbH 27

Smart.com

Smart is an automo,ve branch of Daimler AG. Smart is a manufacturer of microcars

produced in Germany.h;p://www.smart.com

http://en.wikipedia.org/wiki/Daimler_AG

http://en.wikipedia.org/wiki/Daimler_AG

http://en.wikipedia.org/wiki/Microcar

http://en.wikipedia.org/wiki/Microcar

http://www.smart.com

http://www.smart.com


Smart.com -‐ Generic mobile web

© 2011 Netbiscuits GmbH 24/05/11 Slide 115

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Created with


Smart.com -‐ Na6ve iOS Apps


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Bring me back for iPhone




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51&+)&-'#;'))'5<*)"6&1''B&/42)&)B7%/#)%&/)D/&8=)#5)S&7B:(/2)'4&8=')5#/)4"()784(::79(84)%#BD78&C#8)#5)(8F7/#8B(84H5/7(8=:E2)5#/$&/=H:##L789)4(%"8#:#97(')&8=)3/7F&4()>/D&8)B#D7:74E?)))("%<=",''@ A/#=>%4)3#/4&:)@ M($')@ J&/)%#809>/&4#/)@ J&/)'(/F7%():#%&4#/)@ G&3)F7($)@ K7=(#)'4/(&B')@ [B&9()9&::(/7(')@ V7894#8()m)$&::3&3(/)))=#$8:#&='))>+<,08'*+,+)'!+1?&)'Y(/B&8E))@A>'B?'B&/4?%#B)Ideas in motion for iPad


Smart.com -‐ iPhone op6mised


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Created with


Smart.com -‐ iPad op6mised


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Created with


Smart.com

“Based on our overall posi,ve experience with iPhone applica,ons, we also see the iPad as forming an integral part of our online

communica4ons. It was therefore important for us to be able to offer users of the iPad a substan,al range of products and services rela,ng to

our brand from the very moment of its release"Anders Sundt Jensen

Head of Brand Communica,ons for Mercedes-‐Benz Cars.May 2010


Smart.com

"Mobile devices enable a new form of communica,on with different target audiences, allowing them to enjoy their fascina4on for the brand in a more specific way and also to obtain informa,on on our products. We are therefore monitoring this market very closely and we will extend

our ac,vi,es to all mobile devices."Anders Sundt Jensen

Head of Brand Communica,ons for Mercedes-‐Benz Cars.May 2010


Na6ve Hybrid Apps: Web + Apps = Maximum Mobile Reach

§ Mobile Hybrid Apps integrate mobile optimised websites into Native Apps

§ Available for all major OS such as iPhone, Android, Symbian/Meego, Blackberry and Bada

§ Integrate: Enhance features of your apps by interfacing with mobile device sensors

§ Easy creation: Build touch optimized mobile website and Netbiscuits wraps them for you in no time

§ Save cost: One code base to publish to mobile web and apps environments

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Lower cost and faster ROI

Time

Project Co

st

Other mobileservice providers

Netbiscuits

Less 6me in development

Implmen

ta6o

n Time

Months

Days

Hybrid Apps redefine Time to Market and service crea?on efficiency of businesses to go mobile, with rich User Experience

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Na6ve Hybrid Apps: Web + Apps = Maximum ROI


1. BILD

BILd is an iconic news magasine in Germany, owned by the Axel Springer Group, the largest

media group in the Country.h;p://www.bild.de/

http://www.bild.de

http://www.bild.de


1. BILD -‐ Mobile web


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1. BILD -‐ Ver6cal portals


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1. BILD -‐ User generated content


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1.BILD -‐ Paid Android App

Created by


1. BILD -‐ Paid Android App

Created by


1. BILD

“The introduc4on of BILD mobil has been a sensa4onal success for us. From the start, the USP of the free-‐of-‐charge BILD mobil portal was widely accepted. The mobile

user has a more intensive rela4onship with contents and services than the sta4onary Internet surfer. Consulta4ons of 60 sec. per site and more than 8 minutes per visit surprised us in a posi4ve way in the beginning. The channels most used are news,

sport and entertainment, followed by services such as weather and TV programme.”Tanja Hackner, project leader of BILD mobil, Axel Springer


1. BILD

“The mobile web is a special medium -‐ not only due to the size of the screen but also the condi4ons of use. Only those who adapt their brand 100 percent to a use on

mobile media and bear in mind that mobile phones are consulted around the clock, seven days a week, will be successful.”

Tanja Hackner, project leader of BILD mobil, Axel Springer


QUESTIONS?

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Thank you!www.netbiscuits.com

E: [email protected] M: 04 1014 1795

T: NetbiscuitsAPAC

Europe North & South America Asia-‐Pacific

Netbiscuits GmbH Netbiscuits UK & RoI Netbiscuits, Inc. Netbiscuits Pte Ltd Europaallee 10 33 Cavendish Square 11190 Sunrise Valley Drive #02-‐01 The Aquarius 67657 Kaiserslautern London W1G 0PW Suite 150 21 Science Park Road GERMANY UNITED KINGDOM Reston, VA 20191 SINGAPORE 117628 USA phone +49 631 68036 100 phone + 44 207 182 4036 phone +1 703 435 9008 phone +65 6777 8337fax +49 631 68036 111 fax +1 703 889 5126 fax +65 6777 8557 [email protected] [email protected] [email protected] [email protected]

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