How to design for mobile web.

1. Small Screen,
BIG Bet !!
Satyajeet Singh .

2. Internet Access
Mobile Phone Access

3. ECOSYSTEM

4. Market Share: OEMs
Nokia
22.8
Samsung
35.8 LG
Apple
ZTE
RIM
HTC
16.3
Motorola
1.7 Huawei Device
2.1
2.4 5.7 Sony Ericsson
2.6
3 3 4.6
Aug 2011 -Gartner

5. Market Share: OS
1 1.6 1.9
11.7
Others
Microsoft
43.4 Bada
18.2 RIM
iOS
Symbian
Android
22.1
Aug 2011 -Gartner

6. Market Share: Browsers
12.5
24.5
7.4
Opera
iPhone
Nokia
Android
19.8 BlackBerry
Other
22.6
13.2
Nov 2011 -StatCounter

7. Future
Mobile Internet Users Desktop Internet Users
2000
1600
1200
800
400
0
2007 2008 2009 2010 2011E 2012E 2013E 2014E 2015E
Morgan Stanley Research

9. Mobile Web Usage
7
6
5
4
3
2
1
0
2006 2007 2008 2009 2010 2011
StatCounter

10. Prediction
Smartphones, were boldly predicted to out-ship
the combined global market of
laptop, desktop, and notebook computers in
2012.
They did so in the last quarter of
2010

11. Smart Phones
13% of total global handsets are
smartphones, but they make up 78% of total
handset traffic
- Cisco
1% increase in Smartphones increases the
data usage by 17%
- Bharti

12. Smart Phones Users
35% browse the mobile internet at least
daily, versus only 4% of feature phone owners
31% have accessed social networks using their
mobile browser, compared to only 7% of feature
phone users
70% have accessed email on their mobile
device, versus only 12% of feature phone users.

13. What’s happened in 2010!
In 2010,
visitors to web-based email sites declined
6%, but visitors accessing email with their
mobile devices grew by 36%
Traffic to mobile websites grew 600% after
tripling between 2009 and 2010

14. What’s happening Now !
50% of the Tweeps use a mobile device
1/3 of Facebook users access it via mobile
and they are twice as active as their desktop
counterparts
7% of the mobile Yelp users are responsible
for 35% of all their searches

15. What’s happening Now !
200m videos are being watches on
YouTube from mobile devices everyday
30% of the 10m views of the ‘Kolavari di’
were from mobile

16. What are these guys doing on
mobile ?

18. Where are they accessing it ?

19. 80% during miscellaneous downtime
throughout the day
74% while waiting in lines
69% while shopping
64% at work
62% while watching TV (a different study
claims 84%)
47% during their commute

20. When are they accessing it ?

22. User segmentation !

23. α) Repetitive now
Checking for the same piece of information over and over
again.
β) Bored now
Who have time on their hands and are a lot more like casual
Web surfers
γ) Urgent now
They request to find something specific fast
- Google

24. In a nutshell
“Desktop behavior is ‘diving’
while mobile is ‘snorkeling’
- Rachel Hinman (Nokia)

25. 2 Things…

26. Local
50% of the searches done on mobile
are local
- Google
35% were within 1mile of the
property
- Priceline

27. Urgent
Wait time is as low as 6 seconds
- HFI
82% of the users booked for same day
- Priceline

28. How to go Mobile

29. Browser vs App
WEB Native
Low Maintenance Full access to hardware
Speed to Market Easier Distribution
Known technologies Easier testing
Cross Platform Easier to start
Difficult to debug App store review process
Limited access to Hardware Longer update time
Difficult to monetize Problem of discovery
Difficult to distribute

30. Browser vs App
Update
Frequency WEB
Importance
of Reach
NATIVE
Usage
Frequency Complexity of UI

31. The problems
Mobile Web
Performance (is getting better)
Native
Cross functionality (is getting worse)

32. but it’ll take time….
…….Till then

33. HYBRID ?

34. that is the Next Session !!

35. Thanks ! satyajeet.singh@gmail.com
@satyajeet