Mobility is shaped by…

Makers
Carriers
The carriers, makers, and the web
• The carriers provide networking infrastructure
• Mobile devices rely on the networks!

• The makers create huge numbers of devices

• Apple, Samsung, HTC, …
The carriers, makers, and the web
These things push and pull mobile technology in different
directions:

• Each company has its own interests and agendas

• The telco’s control a great deal about what a mobile

devices should be and what they can do

• Example: internet tethering – not every network

carrier supported tethering for every device!
 "The vast majority of the changes we make
to the [motorola] OS are to meet the
requirements that carriers have…"

Motorola’s Mobility CEO

Sanjay Jha
Jan 2012

source: http://www.theverge.com/2012/1/10/2697939/motorolas-sanjay-jha-verizon-and-at-t-dont-want-seven-stock-android
Mobility is also shaped by…

Consumers Programmers
Consumers expectations:

• The speed and reliability of the network

• A range of useful device capabilities

• A range of useful services

Programmer expectations:

• Powerful IDEs that support the programmer

• Communities and forums

• Comprehensive Documentation

• Easy-to-program / easy-to-learn

• E.g. allows teenagers to learn how to program…

The future?

• Programming to become number one job?

• Teenagers making huge amounts of money?

http://www.nytimes.com/2015/01/31/business/international/europes-young-
entrepreneurs.html
So, why mobile?

•Will the buzz and hype last?

•What does the future hold?

To be successful ask these questions:
• What is the size and scope of the mobile market?

• What percentage of the market can we reach?

• What competitive benefits does the mobile medium

offer?

• What are the core needs of our reachable market?

• Where is the market heading?

10
 Worldwide market share Q4 2016
iOS Windows
18 1%
%

An-
droi
d
81
%

11
Mobile is the 7th mass medium

1. Printing press (15th Century)

2. Recordings (19th Century)
3. Cinema (1900s)
4. Radio (1910s)
5. T.V. (1950s)
6. The Internet (1990s)
7. Mobile (2000s)
Mobile is the 7th mass medium

Mobile is:
• The first personal mass medium

• The first always-on mass medium

• The first always-carried mass medium

• The only mass medium with built-in payments

So what’s the 8th mass medium?

The “Mobile Web” is likely to

be a big part of it…
 The history of mobile phones is complex!

http://www.esphoneblog.com/2009/08/26/picture-of-all-the-nokia-phones-ever-released/
There are a few ways to look at the
history of mobile tech
Mobile Device Era’s:

Network Generations: Brick, Candy Bar, Feature Phone,

Smartphone,
1G, 2G, 3G, 4G Touchphone
1G

1st generation mobile phones

Just calls... mobile to mobile/landline
No additional functionality
Analog system
2G

2nd generation mobile phones

Digital system
Additional functionality
SMS, WAP, Packet news, etc
3G

3rd generation mobile phones

Much like 2G - but faster
Gave rise to internet apps & chat apps
4G and beyond

4th generation mobile phones

Flexible
Peer-to-peer services
Cooperative services
The Brick Era

1970s – 1980s
• 1G, Huge batteries

• expensive to make calls

• limited network reach

• hard to find a good place to use

it
The Candy bar Era

• Switched to 2G

• Switch from analog to digital comms

• Telco’s create better networking

towers and infrastructure
Feature phone & Smartphone Era

2000s
Allow consumers to:
• Listen to music
• Take photos
• SMS, MMS
• Packet news

Nokia was a huge at this

point in time!
 The Touchphone Era – the “game changer”

now

“Every once and a while, a revolutionary product comes along

that changes everything” – Steve Jobs, Jan 2007
 Point 1: Mobiles are NOT EQUAL

http://en.wikipedia.org/wiki/Bit_rate#Progress_trends

30
25
1G (NMT)
20
2G (EDGE)
15
3G (HSPA)
10
3G (HSPA+)
5
0
Bit rates (Mbps)
Mobile phones are NOT EQUAL
100 Mbps

WL A N

Bluetoo
th2
1 Mbps

Bluetooth1
GPRS

10m 100m 1000m

Point 2: Customers really want services

Technology for its own sake is not enough...

Conclusion: the mobile ecosystem is complex!

Services
Applications
Application Frameworks

Operating Systems
Platforms
Devices
Networks
Carriers