THE STATE OF MOBILE

And we’re here because… "

An iPhone and a Nexus 5 walk into a

bar…

DC should be talking about mobile.

@StateOfMobileDC

#StateOfMobile

Smartphone Breakdown

What are the numbers? "Why do they matter?"

Rest 4%

Android 78%

iOS 18%

Global Smartphone Marketshare

Source: IDCQ4 2013

MSFT 3%BBY

3%

Android 52%

iOS 42%

Domestic Smartphone Marketshare

Global Reference

Rest 4%

Android 78%

iOS 18%

Source: ComscoreDec 2013

Android 40%

iOS 60%

Smartphone Usage

Source: MixpanelMar 2014

Domestic Smartphone Trend

▼.3%▲1.2% ▼.2%

Marketshare Point Change Q3—>Q4 2013

Source: ComscoreDec 2013

Domestic Smartphone Demographics

58% of Americans own a Smartphone"34% of cell internet users go online mostly using their phone

Source: PewResearchJan 2014

<$30k

NO 53%

YES 47%

$30k-$49K

NO 47%

YES 53%

$50k-$74k

NO 39% YES

61%

$75k+

NO 19%

YES 81%

18-29

NO 17%

YES 83%

65+

NO 81%

YES 19%

30-49

NO 26%

YES 74%

50-64

NO 51%

YES 49%

INCOME

AGE

Domestic Smartphone Demographics

Source: PewResearchJan 2014

Domestic Demographic Trend

65+

NO 82%

YES 18%

50-64

NO 55%

YES 45%

Age Reference

81% of adults age 65+ track their weight, diet, exercise routine, or other health indicator.(about 60% for all other age groups)

Source: PewResearch

Dec 2013

…maybe that’s how you end up with a built-in HRM?"

Tablet Breakdown

What are the numbers? "Why do they matter?"

MSFT 2%

Other Android* 29%

Fire OS 5%

Android* 28%

iOS 36%

Global Tablet Marketshare

Samsung ASUS

Lenovo

Source: GartnerQ1-Q4 2013

Android 3%

iOS 97%

Tablet Usage

Source: MixpanelMar 2014

Domestic Tablet Demographics

42% of Americans own a Tablet

Source: PewResearchJan 2014

Tablet Trend

iPad sales growing 3x "faster than iPhone sales

Source: KPCB

Jan 2013

Tablets expected to be 75% of mobile computing market in next 3 years (25% laptops)

Source: NPD DisplaySearch

Feb 2014

App Stores

Top 200 Apps Daily Revenue (millions)

Source: DistimoNov 2013

$0.0

$4.5

$9.0

$13.5

$18.0

Nov 2012 Nov 2013

$4

$12

$15

$18

Apple Google

Android 40%

iOS 60%

Apps Available

Source: Apple + Google + Amazon + MicrosoftMar 2014

0

125,000

250,000

375,000

500,000

625,000

750,000

875,000

1,000,000

Apple Google Microsoft Amazon

175,000200,000

1,000,0001,000,000

0

50000

100000

150000

200000

Games Education Lifestyle

App Store Categories

Source: 148apps + AppBrain

0

40000

80000

120000

160000

200000

Games Entertainment Personalization

Mar 2014

App Volume Trend

Mar 2014

0

300,000

600,000

900,000

1,200,000

2008-12 2009-06 2009-12 2010-06 2010-12 2011-06 2011-12 2012-06 2012-12 2013-06 2013-12

Apps Games Total

Source: 148apps

Latest OS Releases

Features"Features"Features..."

• API Level 19

• UI Refresh

• “OK Google”

• Multitasking Improvements

• Hangouts Replaces SMS

• Webviews now based on Chromium engine

Android 4.4 (KitKat)"Oct 2013

iOS 7.0"Sep 2013

Fire OS 3.1 (Mojito)"Nov 2013

Windows Phone 8.0"Oct 2012 ->Oct 2013

• Flat UI Refresh

• iTunes Radio

• iBeacons

• Control Center

• Notification Center

• AirDrop

• iCloud Keychain

• API Level 17 (JB)

• SecondScreen

• 1-Tap Archive

• Enterprise + BYOD Support

• Voice Dictation

• Start Screen support large displays

• 1080p Support

• Screen Rotation Lock

• Improved IE HTML5 Cmpatibility

• Card Dav + Cal Dav

Older"35.5%

JellyBean"62.0%

KitKat"2.5%

Older"3.0%

iOS6"15.0%

iOS7"82.0%

OS Version Adoption

Source: Apple + GoogleMar 2014

UX Trends• Focus on experience, not on the features.

• Social Sign-In

• Just-in-time communication

• Progressive Disclosure - Only ask for location, contacts, etc. at the exact moment that your app needs it.

• Variable Rewards

• Nike builds a BLE toothbrush, just kidding…sort of (Oral B's Smart toothbrush)

• Mobile Payments???

• Content First!

• Design for TOUCHES and TAPS (not clicks).

• More Gestures!

• The Coffee Test (thumb driven UI)

• Color as information (not decoration)

• Contrast to focus the user

• Context based hiding.

UI Trends

• Animations (e.g. tutorials);

• Layered Interfaces (i.e. blur effects)

• Interactive Demos

• Divide by spaces not lines (Card UI, Grid Design, Swiss design)

• Bigger AND Smaller screens (iWatch, Apple TV, CarPlay, etc.)

UI Trends

• Across all of the types of applications and operating systems,74% of developers build universal apps,those that can run on either a smartphone or a tablet. The remainder are designing platform-specific (tablet and/or smartphone only) apps

• Mobile first IT Infrastructure

• A true mobile CMS - who will it be?

• Mobile back end as a service (e.g. Parse, Kinvey, AWS, etc.)

• Mobile platform as a service (e.g. Urban Airship)

• API Everywhere

• Opensource Everything

Development Trends

• Mobile in manufacturing ✴ A survey conducted by Motorola concluded that

“manufacturers with mobile applications saved a daily average of 42 minutes per employee.”

• Construction Industry • Energy Industry • Over 90% of companies are using tablet devices in their

sales organization (CSO) • Healthcare

✴ Boston Children’s hospital doctors use tablets to for patient exam report

• Military - Air Force replacing Blackberries with iPhones; 15k iPads.

• Delta Terminal at La Guardia

Business Trends

of smartphone users use their phone to help them!while shopping

75%

Share of Black Friday eCommerce Traffic

Non-mobile 60% Tablets

15%

Smartphones 25%

Source: IBMNov 2013"

• Genentech - Employee tools • PC replacement • While Android is gaining enterprise market share on

the device side, iOS dominates as platform of choice for enterprise app deployment, with 98 percent and 95 percent of total app activations in Q2 and Q3 respectively. (GOOD Technology)

• End-to-end mobile integration (POS, Kiosk, CRM, backoffice, etc.)

• Companies are adopting mobile-first approach. Both Walmart and Linked in are reporting that ~50% of their traffic is now coming from mobile.

• iBeacons: MLB, Macy’s, Urban Airship, Automatic (Car), American Eagle, World Cup, Apple Store,

Business Trends

@StateOfMobileDC

#StateOfMobile