Presented at InnoTech on November 8, 2012. All rights reserved.

2. “Mobile”

3. • Any Device
– Smartphones, Tablets, Desktops, TVs
– Mobile, Portable, Desktop, Anchored Devices
– Different Form Factors and User Experiences
• Consumers, Customers, Citizens and Employees
• Pay for Download, Subscription, In App Purchases
and Free
• Apple, Google and Microsoft
• Mobile Device Management and BYOD
• Marketplaces and Private Stores
• Mobile Web and Mobile Apps

12. Solution Architectures

13. • Pure Native – Written in the devices SDK, so one codebase per
platform and no code reuse between platforms.
• Common Language Frameworks – All code is written in the
same language. There can be 50% or more reusable code
between platforms; but not a single codebase.
• Hybrid – Written in special frameworks that host the Mobile
application on the device but inside a Web Control. There is a high
level of code reuse between platforms usually with only one
codebase.
• Mobile Web – A website that has been optimized for touch
devices and use on smaller screens like mobile devices. Like any
web-application there is usually only one codebase

14. • Pure Native – Written in the devices SDK, so one codebase per
platform and no code reuse between platforms.
• Common Language Frameworks – All code is written in the
same language. There can be 50% or more reusable code
between platforms; but not a single codebase.
Performance Boundary
• Hybrid – Written in special frameworks that host the Mobile
application on the device but inside a Web Control. There is a high
level of code reuse between platforms usually with only one
codebase.
• Mobile Web – A website that has been optimized for touch
devices and use on smaller screens like mobile devices. Like any
web-application there is usually only one codebase

15. • Pure Native – Written in the devices SDK, so one codebase per
platform and no code reuse between platforms.
• Common Language Frameworks – All code is written in the
same language. There can be 50% or more reusable code
between platforms; but not a single codebase.
UX Boundary
• Hybrid – Written in special frameworks that host the Mobile
application on the device but inside a Web Control. There is a high
level of code reuse between platforms usually with only one
codebase.
• Mobile Web – A website that has been optimized for touch
devices and use on smaller screens like mobile devices. Like any
web-application there is usually only one codebase

16. • Pure Native
– Apple iOS – Objective C
– Google Android – Java
– Microsoft Windows 8 - C# or HTML5
• Common Language Frameworks
– C# and others (Mono)
• Hybrid
– PhoneGap, JavaScript, some Pure Native SDK experience
• Mobile Web
– HTML5, CSS3, JavaScript

17. • Pure Native Best
– Apple iOS – Objective C
– Google Android – Java
– Microsoft Windows 8 - C# or HTML5
• Common Language Frameworks
– C# and others (Mono)
• Hybrid
– PhoneGap, JavaScript, some Pure Native SDK experience
• Mobile Web
– HTML5, CSS3, JavaScript Good

18. • Pure Native Best
– Apple iOS – Objective C
– Google Android – Java
– Microsoft Windows 8 - C# or HTML5
• Common Language Frameworks
– C# and others (Mono)
• Hybrid
– PhoneGap, JavaScript, some Pure Native SDK experience
• Mobile Web
– HTML5, CSS3, JavaScript Good

19. • Pure Native Highest
– Apple iOS – Objective C
– Google Android – Java
– Microsoft Windows 8 - C# or HTML5
• Common Language Frameworks
– C# and others (Mono)
• Hybrid
– PhoneGap, JavaScript, some Pure Native SDK experience
• Mobile Web
– HTML5, CSS3, JavaScript Lower

20. • Pure Native Highest
– 1N per platform
• Common Language Frameworks
– 1N for the first platform, .5N additional platforms
• Hybrid
– 1.25N for Apple, Google and Windows Phone
• Mobile Web
– 1N for Apple, Google and Windows Phone
Lower

21. • App for that
– $150,000 for Apple, Google and Windows Phone

22. • Pure Native
– $150,000 for Apple, Google and Windows Phone

23. • Pure Native
– $$50,000 for Apple Google and Windows Phone

24. • Pure Native Justify
– $150,000 for Apple, Google and Windows Phone
• Common Language Frameworks
– $100,000 for Apple, Google and Windows Phone
• Hybrid
– $62,500 for Apple, Google and Windows Phone
• Mobile Web
– $50,000 for Apple, Google and Windows Phone
Start

25. • Pure Native Company Owned
Targeted Device
– Field Workforce and Line of Business Applications
– Game Development
• Common Language Frameworks
– Must go native but still need a broad reach
– Leverage existing development language skill sets
• Hybrid
– Smartphone Applications
– Augmenting an existing web experience
• Web
– Broad reach consumer solutions
– Infrequent or impulse use cases
– non-committed consumers, citizens or employees BYOD
Broad Reach

26. • Pure Native
– Field Workforce and Line of Business Applications
– Game Development
• Common Language Frameworks
– Must go native but still need a broad reach Marketplace Solutions
– Leverage existing development language skill sets
• Hybrid
– Smartphone Applications
– Augmenting an existing web experience
• Web
– Broad reach consumer solutions
– Infrequent or impulse use cases
– non-committed consumers, citizens or employees

29. Mindy Hass Marketing Professional
Mindy is technically savvy and has moderate industry
experience. Her background is IT Solutions
Architecture. Although her work process itself is not
complex, the management of all marketing and social
5
media efforts is.
“I need to the ability to see and prioritize marketing 4
events quickly.”
3
2
1
Age: 25-45 Knowledge Activities
Primary Use Goals Influencers Pain Points & Frustrations
• Find relevant events • Have a unified location for all • Offline access to all information • There is no unified place to find this
regarding technology as it events, regardless of technology • Easily find event locations information
relates to IT Solutions and/or location • Efficiently filter events by • Hard to access information remotely
Architecture • Register for events technology and location • Difficulty in finding solutions for a
• Find ways of creatively • The ability to access information • Seamlessly register for events specific problem
expanding the companies remotely without leaving application
presence in the field
• Research new technologies
• Research ways to improve
company productivity

36. Mobile Web Marketplace Apps Windows 8

37. Mobile Integration

38. • Communications : JSON RESTful Services
• Framework : ASP.NET Web.API
• Platform : Azure
– Load balanced Web Worker roles
– Azure Storage Queues
– Azure Worker processes OR services running at “Home”
monitoring the queues
– Azure Tables & SQL Azure for cached “mobile only” data

39. • PaaS Web/Worker roles scale easily without the
overhead of new “servers”
• Easy deployments
• VM support when you need to “own” the OS
• Simple queues up to complex Service Bus
architectures to fit your messaging needs
• Easy and cross platform identity management
that can integrate with your on-prem AD and
manage access and control of your applications
• SQL Azure for traditional relational data

41. As of December 2011
Updated June 2012

42. • KISS your mobile strategy
• Start with Who?
– Requirements
– Platform Support
– Broad Reach or Targeted Devices
– BYOD or Company Owned
– Solution Strategy
– Marketplace Considerations
• Multiple mobile solutions might be the answer
• Keep all four (4) Solution Strategies on the table
• Design, Prototype, Build
• Measure and Iterate

43. Eric Russell
Director of Business Development
Catapult Systems - Mobile Division
512.225.6974 | Direct
512.328.8181 | Main
512.577.7209 | Mobile
512.328.0584 | Fax
eric.russell@catapultsystems.com