The Mobile Ecosystem

Mobile Applications Development - Lecture 1

Brief History of Mobile

The Mobile Ecosystem

Mobile as the 7th mass medium

This presentation has been developed in the context of the Mobile Applications Development course at the Computer Science Department of the University of L'Aquila (Italy).

http://www.di.univaq.it/malavolta

1. The Mobile Ecosystem
Ivano 
Malavolta
Ivano 
Malavolta
[email protected]
http://www.di.univaq.it/malavolta

2. Roadmap
•
Brief History of Mobile
•
Brief History of Mobile
•The Mobile Ecosystem
•Mobile as the 7th mass media

3. BriefhistoryofMobile
•Manygeneration ofmobiles •G isoftenreferredtothe networking
aspect
–es. 2G, 3G, 4G 
WeWeWeWe
will willwill will
notnotnot not
. 
WeWeWeWe
will willwill will
notnotnot not
. 
Wewillfocus on the 
DEVICE

4. BriefhistoryofMobile
•Motivation:
At some 
point
a 
device
comes
and 
At some 
point
a 
device
comes
and 
changeseverything

5. The beginning…

6. The BrickEra
* Picture lovely taken from http://www.slideshare.net/ fling

7. The BrickEra
•
It
was
Portable
!
calls
•
It
was
Portable
!
•More expensivethanpayphones
•Enormousbattery
•Stakeholders:
–
Stockbrokers
, 
salespeople
, …
–
Stockbrokers
, 
salespeople
, …
•Aftera while, more cellularradio towers
and…itgot(a littlebit) smaller

8. The Candy bar Era
* Picture lovely taken from http://www.slideshare.net/ fling

9. The Candy Bar Era
•
2G network : GSM, CDMA, TDMA, 
iDEN
calls
SMS
•
2G network : GSM, CDMA, TDMA, 
iDEN
•More cellular towers
Tless power needed
Tmuch smaller
•
Better voice quality
•
Better voice quality
•Added SMS •Everyone wanted to have a mobile phone
–economicprosperityin EU, USA, and JP

10. The FeaturePhoneEra
* Picture lovely taken from http://www.slideshare.net/ fling

11. The FeaturePhoneEra
•
2.5G network: GPRS
calls
SMS & MMS
music & photos
•
2.5G network: GPRS
•Camera
•MMS
•Data-capable devices
•
Internet
on mobile (very poor)
•
Internet
on mobile (very poor)
–high prices
–poormarketing
–inconsistentrendering

12. The Smartphone Era
* Picture lovely taken from http://www.slideshare.net/ fling

13. The Smartphone Era
•
3G, HSDPA, WI
-
FI
calls
SMS & MMS
music & photos
•
3G, HSDPA, WI
-
FI
•Likea featurephone, butsimulatinga PC
•ItsownOS (es. Symbian)
•Largerscreens, stylus
•
The Mobile Platform becomes key
•
The Mobile Platform becomes key
•(push) email as primary driver 

14. The TouchEra
* Picture lovely taken from http://www.slideshare.net/ fling

15. The TouchEra
•
3G, 4G
calls
SMS & MMS
music & photos
APPS
NOT a 
phone
•
3G, 4G
•Accelerometers
•GPS/Location-based
•User-centered design
–
true
impact on 
his
eveyday
life
NOT a 
phone
-
NOT a computer
–
true
impact on 
his
eveyday
life
•Rich interfaces
•A personal media platform
•Mobile web -everyday

16. Roadmap
•
Brief History of Mobile
•
Brief History of Mobile
•The Mobile Ecosystem
•Mobile as the 7th mass media

17. The Mobile Ecosystem

18. The Mobile Ecosystem
HSPDA
GPRS
4G
Edge
GPRS
4G
WIFI

19. The Mobile Ecosystem
Applications
Services Devices
Platforms
Operatingsystems
Applicationframeworks
Applications
Operators Networks
Devices

20. The Mobile Ecosystem
•Operatorsmakethe entiremobile ecosystemwork •ROLE ROLEROLE ROLE: tocreate and maintainwireless servicesover
a reliablecellularnetwork
Theyinstall
cellular
towers
•Voice
•Messages
•
Internet 
access
Operators
cellular
towers
•
Internet 
access

21. The Mobile Ecosystem
Operators
data source: http://bit.ly/Ajzc0o

22. The Mobile Ecosystem
Mobile networks communicate through  electromagneti c 
radio waves with a cell site base station, the ante nnas  radio waves with a cell site base station, the ante nnas  of which are usually mounted on a tower, pole or 
building.
Operators Networks
image from: 
http://en.kioskea.net/contents/tele
phonie-mobile/gsm.php3

23. The Mobile Ecosystem
Operators Networks
data source: http://www.slideshare.net/fling/mobile -20-design-
develop-for-the-iphone-and-beyond

24. The Mobile Ecosystem
The PHONE
–
handsets
or 
terminals
in 
industry
–
handsets
or 
terminals
in 
industry
•Butalsootherdevicessuchastablets, ebookreaders…
Operators Networks
Devices

25. The Mobile Ecosystem
FeaturePhone
VSVS
Smartphone 
(and touchphones)
Operators Networks
Devices
image source: http://techcrunch.com/2011/11/28/its- still-a-
feature-phone-world-global-smartphone-penetration-a t-27/

26. The Mobile Ecosystem
Platformsprovideaccesstothe devices They
provide
a 
core
programming
language
in 
which
ALL 
They
provide
a 
core
programming
language
in 
which
ALL 
the software iswritten
Three maincategories:
•Open Source Open Source Open Source Open Source: free touseand modify
–
Android
Operators Networks
Devices
–
Android
•Proprietary Proprietary Proprietary Proprietary: bydevicemakers
–iPhone, BlackBerry, Palm
•Licensed Licensed Licensed Licensed: sold todevicemakers
–JavaME, BREW, Windows Mobile
Platforms

27. The Mobile Ecosystem
OS havecoreservicesor toolkitsthatenableappstotalk 
to
each
other
and share data or 
services
to
each
other
and share data or 
services
Forexample:
OSs are common in Smart Phones, 
Operating
Systems
Operators Networks
Devices
but rare in Feature phones.
Platforms
Operating
Systems

28. The Mobile Ecosystem
Smartphonesby
Operative Systems
Operating
Systems
Operators Networks
Devices
Platforms
Operating
Systems

29. The Mobile Ecosystem
Theyrunon top ofthe OS, sharingcoreservicessuchas: •
Communications
•
Communications
•Messaging
•Graphics
•Location
•
Security
Operating
Systems
ApplicationFrameworks
Operators Networks
Devices
•
Security
•Authentication
•…
Platforms
Operating
Systems

30. The Mobile Ecosystem
Operating
Systems
ApplicationFrameworks
Operators Networks
Devices
Platforms
Operating
Systems
data source: http://www.slideshare.net/fling/mobile -20-design-
develop-for-the-iphone-and-beyond

31. The Mobile Ecosystem
Definition: Definition: Definition: Definition: In the realm of technology, this usually  
refers to a computer program that runs on a website   refers to a computer program that runs on a website   (Google Apps), a small computing device (iPadApp) o r a 
cell phone (Android App). 
Example applications may
include Games, Web Browser,
Operating
Systems
ApplicationFrameworks
Applications
Operators Networks
Devices
include Games, Web Browser, Camera or Media Player.
Platforms
Operating
Systems

32. The Mobile Ecosystem
Apps live between the device and the user
Operating
Systems
ApplicationFrameworks
Applications
APP
Operators Networks
Devices
Platforms
Operating
Systems
Theymustfitwiththeirusagecontext
Theymustknowthe specificdevice
attributesand capabilities
TTTTFRAGMENTATION PROBLEM FRAGMENTATION PROBLEM FRAGMENTATION PROBLEM FRAGMENTATION PROBLEM

33. The Fragmentationproblem
It is the inability to develop an app against a ref erence 
operating context  operating context  operating context  operating context 
(OC) and achieve the intended behavior in 
operating context  operating context  operating context  operating context 
(OC) and achieve the intended behavior in 
all OCs suitable for the application.
OC = the external environment influencing its opera tion
Operating
Systems
ApplicationFrameworks
Applications
Operators Networks
Devices
Platforms
Operating
Systems

34. The Fragmentationproblem
for further info: 
http://www.comp.nus.edu.sg/~damithch/files/SEKE2008 .pdf

35. The Mobile Ecosystem
Services Services Services Servicesare “everythingthe useristryingtodo”
They are often available at different levels:
•Application 
•Application Framework
•OS
Operating
Systems
ApplicationFrameworks
Applications
Services
Operators Networks
Devices
Example services may include:
•the Internet
•sending a text message
•being able to get a location  
Platforms
Operating
Systems

36. The Mobile Ecosystem
All of these layers must be passed through before 
you get to the content you get to the content
Operating
Systems
ApplicationFrameworks
Applications
Services
Nowadays, the mobile 
ecosystemis: 
complicated, fragmented, 
and a 
political
nightmare
Operators Networks
Devices
Platforms
Operating
Systems
and a 
political
nightmare
RUN AWAY!!!
however…

37. Roadmap
•
Brief History of Mobile
•
Brief History of Mobile
•The Mobile Ecosystem
•Mobile as the 7th mass media

38. Mobile Market
Mass Media??? 
How
big 
is
the Mobile Market???
How
big 
is
the Mobile Market???
data source: http://www.slideshare.net/fling/mobile -20-design-
develop-for-the-iphone-and-beyond

39. Mobile Market
in 2009
data source: http://www.slideshare.net/fling/mobile -20-design-
develop-for-the-iphone-and-beyond

40. Mobile Market
in 2009
data source: http://www.slideshare.net/fling/mobile -20-design-
develop-for-the-iphone-and-beyond

41. Mobile Market
in 2009
data source: http://www.slideshare.net/fling/mobile -20-design-
develop-for-the-iphone-and-beyond

42. Mobile Market
in 2011…

43. Mobile Market
Mobile
is the LARGEST, 
Mobile
is the LARGEST, 
most available 
mass medium 
TO MANKIND TO MANKIND TO MANKIND TO MANKIND TO MANKIND TO MANKIND TO MANKIND TO MANKIND

44. Mobile as the 7th mass media
Each mass media has advantages and disadvantages, e ach  Each mass media has advantages and disadvantages, e ach 
playing a significant role in society
Ifweunderstand
howwerelatetoeachmass media 
Twewillunderstandwhatourcustomersexpectfrom
our
mobile 
apps
our
mobile 
apps

45. Mobile as the 7th mass media
Printing
Press
1
Printing
Press
Reducedtimetopublish Enables
information 
to
be
easily
copied
and 
distributed
1
Enables
information 
to
be
easily
copied
and 
distributed

46. Mobile as the 7th mass media
Recordings
2
Recordings akarecordedsound
Music
2
Startedasinformation sharing(news)

47. Mobile as the 7th mass media
Cinema
3
Cinema
VisualExperience Similarly
to
recordings
, 
3
Similarly
to
recordings
, 
itstartedasinformation sharing(news)
Intense personal experience

48. Mobile as the 7th mass media
Radio
4
Radio
= recordings+ live broadcast Intense personal 
experience
4
Intense personal 
experience

49. Mobile as the 7th mass media
Television
5
Television
= radio + video Prices
dropped
down 
T
a TV 
for
each
home
5
Prices
dropped
down 
T
a TV 
for
each
home
Tmore intimate and visceralmedium

50. Mobile as the 7th mass media
Internet
6
Internet
Computers@home, not@work
Web 2.0 = interactwithotherusers
6
Purchase, download and streamrecordings
Listentoradio and TV streams

51. Mobile as the 7th mass media
Mobile
7
Mobile
Itstartedat the sametimeasthe Web
Unique Unique Unique Uniquetrait trait trait trait: itcan do everything
allthe othermedia can do
7
•Reading(and publishing)
•Play recordings
•Watchmovies
•Listentoradio
•WatchTV (and streaming)
•Surf the Internet

52. UniquebenefitsofMobile
Apartfromcoveringallthe othermedia, mobile has5 
unique
benefits
:
First truly personal mass media First always
-
carried mass media
First always-on mass media
unique
benefits
:
We don’t share our phones with our friends Information is always available 24/7, 
even when idle
7 out of 10 people sleep with their 
phones within reach
At the point of creative impulse Only mass media with a built-in 
payment channel
First always
-
carried mass media
phones within reach
Universal click-to-buy + credit cards
Ability to create or consume content 
whenever the mood strikes

53. Context
CONTEXT CONTEXTCONTEXT CONTEXT CONTEXTCONTEXT
CONTEXT CONTEXTCONTEXT
CONTEXT 
CONTEXT
CONTEXT
Mobile appshavethe amazingcapabilitytoadd
CONTEXT CONTEXT CONTEXT CONTEXT
toinformation, addingimmediate relevancetowhat
we
are 
doing
right 
here
, right 
now
CONTEXT 
CONTEXT
CONTEXT
CONTEXT CONTEXTCONTEXT
we
are 
doing
right 
here
, right 
now

54. References
http://bit.ly/xSdIiS
Chapters1-2-3
http://bit.ly/xSdIiS

55. Thereisno “perfectapp”, youhavetofindthe sweet sweet sweet sweetspotspotspot spot
Tipsforthe project
your APP
development or 
configuration, 
maintainability, and 
reliability
costs, revenue, 
market share, and 
time to market
UserGoals
APP usability

56. Tipsforthe project
1. Finda REAL REALREAL REALNEEDNEEDNEED NEEDfirst 2. FindyourGOALGOALGOAL GOALtofillthe need
3. Reverse  Reverse  Reverse  Reverse Engineer Engineer Engineer Engineerthe goal intoa potentialapp
4. Rememberthe uniquebenefits benefits benefits benefitsofMobile (slide 53)
5. CONTEXT  CONTEXT  CONTEXT  CONTEXT CONTEXT CONTEXT CONTEXT CONTEXTCONTEXT CONTEXT CONTEXT CONTEXT
–Location, camera, always-carried, accelerometer
–WHO isyourtypicaluser???? Defineusagescenarios

57. Tipsforthe project
This ThisThis Thisisisis ismymymy mycheckbox checkbox checkbox checkboxwhenwhenwhen whenI I I I review review review reviewananananappappappapp:::: hDoesithavea cleargoal?
hIsitfillinga realneed?
hDoesitconsiderthe contextin whichI’m usingit?
hIsitintegratedwithotherservices?
Look at http://www.programmableweb.com 
and discovera newworld out there!!  ☺
hIsita pleasuretouseit? 
I look at UI design, interface slickness, ecc. 

58. HelloWorld LatestMovies
App