Full notes and links below. Key Learning points
- User Experience. User Experience. User Experience
- iPhone currently the leader, revolutionized Mobile app sales, but market (and devices) evolving very quickly.
- Good case for usage in Enterprise (cost reduction, growing use of iPhone platform in Enterprise, New channel to customers) but be flexible, be ready for the evolution.
The iPhone as an Emerging Enterprise Platform
1.15pm Wednesday 2nd December 2009
Venue – The Alexander Hotel Dublin .
The iPhone has captured significant mindshare since its launch in 2007, and in particular the application development model and the iTunes App Store, which has had over two billion downloads of over 100,000 applications.
There has been a move from games and other ‘fun’ applications to software companies looking to add mobile channels for their products. Enterprise focussed companies like Intuition are developing iPhone applications in order to add to the value of their core product or service.
As part of the Enterprise Europe Network, Enterprise Ireland are hosting an information and networking event on December 2nd in Dublin.
This is a chance for software companies to explore the opportunities presented by mobile applications and Apple’s iPhone in particular. Topics covered will include:
- What is so special about the iPhone?
- How does one develop applications – what are the skills required?
- What are the costs?
- How to deploy enterprise applications?
There will also be an opportunity to meet with the iPhone developer community in Ireland.
Enterprise Features iPhone – Dermot Daly, Tapadoo
What is an iPhone?
- Basics ; phone, location/direction/tilt aware , quality web browser and multimedia,Document and pdf viewer)
- And apps
- Originally consumer (02 contracts reflected this)
- Latest iPhone 3GS had enterprise (not emphasised) e.g. Compass Video Cameria
- Enterprise Mail (e.g. ActiveSync from MS, but also POP/IMAP/CALDAV/LDAP)
- Centralised Config (e.g. App lockdown, can prevent changes)
- Security Enhancements (e.g. FindmyIPhone, RemoteWipe)
- VPN out of the box (all internet standards)
All stuff Nokia/ Blackberry do, but iPhone slicker
- iPhone enhanced website
- Website with iPhone specifc css
- Similar to Mozilla Prism?
- No deployment / easier to deploy
- No access to underlying hardware.
Native Apps (code to phone)
- Underlying hardware access
- Objective C & SDK Libraries
- Number of ways to deploy
iPhone SDK (4 layers 20+ frameworks each)
- iPhone OS / based on MacOS/ derived from BSD Unix
- Core Services (e.g. Core Data, backed by SQLLite on phone) , contact , addressbox, GPS, StoreKit (for upsell) within app e.g. eBooks)
- Media (Quartz 2d animation, Open GL 3D in Hardware, iPod Library and Core Audio / Video)
- Coco Touch – User Interface / controls ; Messaging UI; Map Kit (with Google Maps); Game Kit (P2P Games)
Sample Native Applications
- iPhone version of existing e.g. RTE Breaking news
- Own staff to allow
- Deployment to public via App store
- To own own staff
- Enterprise Deployment (more than 500 employeees – Limited e.g. University of Ulster)
- Ad Hoc Deployment (Management Overhead – need to gather specific device ID’s – limit up to 100)
- Nobody will release figures on iPhone in Ireland (est 50k – 150k based on app downloads – guess)
- 02 -> Vodafone Q1 next year (around Feb?)
- Expects Market to double overnight
- Expect Vodofone business plan
- UK – 5% – 1m phones and pushing other platforms
- Better than any other single handset (as opposed to single manufacturue) – one app works on all iPhone
- e.g. no problem of testing like Java phones
- Worldphone – 50m devices (inc iPod touch)
- Need to develop on Mac
- Object C, DSK and App store process (need to learn)
- xCake Developer community / apps.ie
- Cost (people expect it to cost less / yet usage pattern very differnt – little and often) similar to Senior Java
- Base on Spec (like most software projects)
Intuition Keith O’Loughlin (CTO)
“Intuition’s experience with iPhone”
Scaling / eLearnging
- Don’t repeat same mistkaes; think of user experience
- Intuition provide professional learning applicaiton to corporates globally
- Mobile started Blackberry, client demand led to iPhone – also on Windows Mobile
- Mobile allows eLearning in users time / on their terms
- Not a Laptop as that experience is more akin to desk based (e.g. phone always there, always ready unlike Laptop)
- iPhone Experience (Emotional attachment)
- Three modes of use (Bored Now / Repetitive Now e.g. stock or Football news/ Urgent Now ) – from Google
- 6 Month old can use iPhone (but not Blackberry!)
- iPhone has created market for mobile applicatoins (Blackberry, Orange, Vodafone all trying to copy idea)
- Free apps; usage over time ; shelf life tails off sharply over 3 days ; What is user call to embed in their
Lifestyle (use again and again, evangilise) – doesn’t happen for PC’s. All about the user experience
iPhone and Enterprise
- Blackberry v Apple
- 2 millon Apple iPhones in Corporate , growing hughely , 35m Blackberry, overtake in 3 years at current rate of growth
- Beware of Google (space evolving very quickly – like 1980 in PC space)
- More smartphones sold last year than Laptops
- Enterprise benefits : rich apps / improve effecienct / workflows / reduce costs / grow revenues
- Issues: Security (percieved issue) / difficult deployment / Early adoptor days
Developer: good that single screen size and form size (develop once) , only 3 OS v Java experinece
- First app on apple platform in 6 weeks
- Some API missing e.g. to turn off phone API not exposed
Apple; focus on qualiy and brand – control!!
- Won’t allow apps with bugs (and Apple decide what bug is!)
- Limited develop support
- App store very easy to use
- A lot of applications – easy to get lost
- Low cost of entry / but slow process / very thoroought process
Repeat: Not about the technology, about the user
Average phone replaced every 2 years – very easy for market to change
Opportunites / Pitfalls
- Devices Big Picture (be flexible; devices will change, Apps will not) – iPhone good place to start.
- Style v Substance
- Platform subsistence
- 2 models
- consulting / developer
- existing product , new channel
MyHome.ie Keith Mahon
“Experiences with MyHome.ie on the iPhone”
Head of Technology , Irish Times digital group.
- Phoneware created local based search engine, fitted with what MyHome where thinking of doing.
- Involved since Dec 08 (12 months); 4 Months to develop while Irish Times learned
- Apple is ‘blockage’ in systems – useful to get professional advice!
- Reduce functionality to what users really want
- Traffic with not reach mobile (yet) for iPhones – set expectations – more strategic move for future.
- Estimates market at 15,000 users (note – estimate of user based much less than Dermot Daly)
- At least one month to get on Appstore, 1 week for each update; but no committment to dates from
- Need to promote, like any other website
- Number 1 Irish app store 12 days / top 50 for 2 months- will change up and down over time.
- Give credibility with other users, even if they don’t use iPhone themselves.
- Strong commuter audience (morning and evening spikes).
- Agents started getting calls / emails directly from iPhone – very visible change!
- Writeup in Sunday Business Post – can lead to spike in Traffic.
- 449,000 page views within 15 days; Tiny v Main web sites (15million in same time) – but new and growing audience
- Shows map with homes for sale (will include rental)
- Virtual overlay (look through camera, see available houses around you)
- Give app away free , but looking how to get people to subsribe
Strength and Weakness
- Smaller , restriced audience – shortage of supply of devices, being kept expensive. Maybe wider when Vodafone sell iPhone Q1 2010.
- Does not work on stardard iPhone – needs 3GS iPhone
- No SMS integration like normal mobiles (maybe later versions)
- A lot of strengths (Locaion aware, excellent delivery channel)
iPhone - a new Frontier for payments
Enterprise Ireland HPSU ( Startup) – provide secure online payment (Payment Gateway) going 2 years, product 1 year.
See Opportunity as enabling business – promote iPhone as payment terminal
Complements existing business / other virtual access points such as laptop / PC
For business this means e.g. Tour Operator / Sell items on Tour Buses while promoter is still on road
Competitor to iPhone in payments space is Desktop – very different proposition (good and bad)
PCI Compliance (part of Visa contract) means storing credit card info on PC / or paper means fines up to 25,000 Euro for each infringement
Moving to (all ideas that have been tried before , with various success, mainly due to societal factors
- Cardholder present transation
- Pay by mobile instead of credit card
- P2P payment applications
A lot of the leading payment players behind these ideas – will market take off?
OS3 – Damian O’Suilleabháin
“Approaches to iPhone development & the Irish iPhone Developer community”
OS3 develop iPhone apps (3 public , more on way)
Can’t activate iPhone without giving Credit Card details – very low friction sell through AppStore – like DoCoMo model.
- Trip to future; demographics – about 25% Western world only know internet on mobile / social network natives . Don’t like ads, but friends think it’s cool.
- Growing rapidly.
- 2 Billon n apps downloaded in last 18 months – last month 500m
- Major brands have apps available
- Opportunity; Extra revenue / new customers through new channel / association with coolness
Web Apps v Native Apps
- Web development use existing web technologies (Simple) Apple Browser the best mobile browser – compares well to many desktop browsers. Doesn’t do flash.
- Web App +: Write in (web) langugae teha you’re familar with) Easier upload – no dealings with Apple. Dynamic. Reused web application for other mobiles / from Desktop.
- Native Apps gives (almost) full power of API. Mac Based Operating System – very powerful. e.g. Gesture Capture, Compass.
- Native App can be used offline. Easier to Monetize app (sell through appstore).
InHouse v Outsourced Development
- Same as traditional software development pro’s and con’s.
iPhone Developer Community in Ireland
- xCake - loose developer community / act as group when talking to Enterprise Ireland , O2
- Apps.ie – evolved from XCake – showcase for Irish iPhone apps, evangilize mobile applications in Ireland.
- Members; available on site include 21 developers from companies to individuals