Tag Archives: ipad

Apps….but also mobile web

An interesting article from eConsultancy on how the mix of tablets and apps have given us an experience that is replacing the web page. Correct in some cases, but what the tablet and other mobile devices, are bringing us, is a quick and easy way to access whatever we want whether via an app or via the mobile web.

Read on…..

Just as the browser rendered AOL’s walled garden of content obsolete, the application experience is replacing the web page.

After fifteen years of building an always-on, ubiquitous network, we now have the right interface for it: the tablet.

In a recent post, I offered some solid research to support the end of PC dominance and the dawn of a new era, the tablet era.

One of the things that make this emerging market so exciting is that tablets offer a new user experience that expands the digital canvas. This breaks out of the web page metaphor, and significantly expands the ecosystem for online communication.

It’s about time

For fifteen years we’ve poured billions of dollars into making an always-on, ubiquitous network, and though my recent skiing excursions remind me that coverage isn’t perfect, it’s close.

But having ubiquitous access begs for a ubiquitous interface. One that activates instantly without the “boot and wait” experience of the PC, and that is great at grabbing connections and switching applications on-the-go.

There are three things that define the tablet a bona fide new user experience rather than a scaled-down laptop:

The combination of ease-of-use of the device itself, its awareness of location, and its ability to serve rich content anywhere makes it a ubiquitous access point to the always-on network. This montage is having a profound effect on user behavior.

To paraphrase one of my daughter’s beloved authors, “I would use it in a car, on a train and in a tree; it is so very convenient you see”.

If Dr. Seuss were alive today he would be a tablet user and would find himself using it in places he would never consider taking his laptop. I know I’m now introducing 1960’s Addams Family reruns and science animations to my kids’ bedtime.

This wouldn’t have happened with my laptop, which gets so hot it could be used as an electric blanket.

Everyone’s all about the apps, and apps are about usefulness

In our new app-driven world, a.k.a. Web 3.0, users are thirsty for usefulness, time-savings, and truly interactive user experiences.

The tablet’s whenever/wherever capability puts apps at our fingertips at any given time, without the limitations found with other small-screen devices. No-one wants more invitations to be a “friend”; we want technology that can help us get specific things done, and we don’t mind paying for it.

In 2010, app sales topped $5.2bn. Gartner estimates sales to explode to $15.1bn in 2011 and reach $150bn by 2014. (That’s the combined revenue of Apple and Microsoft springing up in the midst of a disaggregated market. Translation: Gold Rush.)

This is a true revolution

Just as the browser made AOL’s walled garden of content obsolete, the application experience is replacing the web page. Developers have heard the call.

Today, 350,000 active apps are already out there (source: 148Apps.biz). Users can tweet, check the weather, book a trip, check the snow report, report a pot hole, mark where they parked and follow a GPS path back….ah, to never lose your car in a parking lot again!

Where there is a need, there probably is an app (or there will be).

This is just the beginning…

If you’re sorthing through how to integrate ‘Web 3.0’ into your own business and brand, you’re certainly not alone.

In future posts I plan to address the paths marketers are following to deliver cutting edge experiences for their brands, and how different industries are changing their processes because of this richer mobile experience. There is absolutely more to come.

Source: eConsultancy

 

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#MIDEM Michael Schneider: 2011 – The Year of Mobile

We keep saying that, and it just might be true this time, says Mobile Roadie’s CEO

Michael Schneider

Do you prefer Microsoft Word or Google Docs? How about Mac Mail or Gmail? The question of “apps” vs. “websites” has been around for quite some time on the desktop.

The same question has now gone mobile. Should you get eBay’s iPhone app or go to m.ebay.com? Most major properties today have both an app presence and a website. Why do they need both?

Users don’t care if they’re using an “app,” a “website,” or any hybrid of the two. They care about a clean, well-designed, engaging experience that lets them do whatever they want as quickly as possible. Right now, the best user experience – by far – is a native mobile app.

Like many of you, I’m a big fan of openness, and believe in the long run the mobile web is likely the future.  However, we are a long way from mobile websites acting and feeling to users like native apps. That key difference means real money.

eBay did $2 billion in mobile commerce sales in 2010. 70% of this came from their app, 30% from their mobile website. Even more interesting, users of their iPhone app spent an average of $65/week, and iPad users spent $85/week, which is 50% higher than the average desktop web user. Think about that – the same customers spending 50% more for the same products. Why? It’s a better and easier experience to buy. To put it another way, in 2010 eBay did $400M more on their mobile app than their mobile website.

A few predictions for mobile in 2011:

1. Android (Google) will become the biggest mobile operating system in the world, surpassing Symbian (Nokia) and iOS (Apple). The combination of great user experience, every major device manufacturer, and every carrier on board will overwhelm others

2. The current gap between mobile advertising rates compared to the amount of time we spend on mobile will narrow, increasing mobile CPMs and giving publishers more value for their content. This will lead to a shift in advertisers paying more for ads on mobile, and shifting more of their spend to mobile overall

3. Apps will continue to explode and be a key factor in driving growth for any smartphone OS

4. By the end of the year, there will be three major mobile smartphone operating systems; the world simply doesn’t need more. The rest will be consolidated and/or fizzle out

5. Tablets will continue to find their place in our busy lives; the future of a 7-inch tablet vs. 10-inch remains to be seen

6. Mobile commerce will explode across the board; iTunes remains the best way to sell digital content easily, requiring users to only enter a password. Other properties selling both digital and physical will continue to play catch up to this gold standard. Two things to watch out for are increased carrier billing and more built-in Paypal integration

7. Near field communication (the technology that allows short range exchange of data, wirelessly between two devices) will explode into the mainstream and be built into cell phones. It’s already built into Android 2.3 “Gingerbread” and rumored to be built into the next major release of iOS. Using our phones to pay for everyday things (think “paypass” on credit cards or London’s “oyster” card) via our phone will be commonplace.

Michaeel Schneider is CEO of Mobile Roadie, notably makers of MIDEM’s official mobile apps. He hosts a special “How to Make and Monetise your Artist’s Mobile App” session for managers at MIDEM, January 23, 12.00.


It’s all about the mobile web – isn’t it?