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Mobile Development 101 December 5, 2012
Richard Mendis, CMO, AnyPresence Caroline Lewko, CEO, WIP
1
Richard Mendis CMO and Co-Founder, AnyPresence [email protected]
An enterprise mobile development platform and solutions for the healthcare and other industries
20+ years in enterprise software industry:
§ VP of Solution Mgmt at SAP § CMO and Co-Founder, Clear
Standards § VP of Marketing at Current
Analysis § Product Line Manager, Siebel
Systems
Speaker Intros
2
Caroline Lewko CEO, Wireless Industry Partnership (WIP) [email protected]
WIP is the connector in the mobile industry, supporting the ecosystem by encouraging discussions, co-creation and information exchange
In the wireless / telecom industry since 1995:
§ Founding Chair, Wavefront § Founder and Chair, WINBC (now
DigiBC) § Analyst, Anderson Consulting
(Accenture)
Agenda
§ Mobility and mHealth Market Trends § Mobile App Development ¡ Design ¡ Development ¡ Testing ¡ Deployment
§ Mobile Strategy and Compliance § Summary
3
Mobile Web and Smartphone Adoption
4
2005 2010
<$200 Smartphone Unit Cost
270m Smartphone Units Sold
85m Mobile Internet Subscribers
~18m Desktop Internet Subscribers
Q1 Q3 Q5 Q7 Q9 Q11 Quarters since launch
Smartphone and tablet devices out-pacing PC as primary means for accessing email and Internet.
Sou
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By 2015, more U.S. Internet users will access the Internet through mobile devices than through PCs or other wireline devices.
Global Apps Market by 2015
$25B $17B Global Enterprise Mobility Market by 2015
By the Numbers: Mobility in the Enterprise
5
50% of all devices on the corporate network will be mobile devices by 2015
80% of Fortune 500 companies are testing or deploying iOS
80% 77% 61% permitted for corporate use
$6.9B North American Mobile Business Apps Market by 2014
72% of small
businesses use mobile apps
in operations
42% Increase in Productivity
59% Increase in Sales/Service
TOP MOBILITY GOALS
Sources: Aberdeen, Forrester, GigaOM
mHealth App Explosion
6 Source: Edna Boone, Mashable: “5 Ways Mobile Tech Can Improve Your Health”
44 million mHealth apps will have been downloaded by the end of 2012
13,000 consumer health iPhone apps by summer 2012
6,000 clinical-type iPhone apps for physicians by summer 2012
30% of physicians using smartphones and tablets to treat patients
Mobile Readiness in Healthcare Provider Industry
7
34% have mobile apps
38% have a mobile-enabled web site
SHSMD / MedTouch Survey Fall 2011
241 responses
from SHSMD
members
Mobile site (38%)
Mobile app (34%)
Source: SHSMD / MedTouch Survey - Fall 2011
App Design
8
Usability is Critical to Mobile App Adoption
9 Sources: Smashing Magazine, EffectiveUI
Tips for App Design
§ Focus on task completion with the least # of steps
§ Look at usability examples § Simplify: what is the minimum
needed to complete the task? § Don’t boil the ocean: pick 1-2
form factors to start (eg. smartphone in portrait and landscape mode)
§ Avoid non-standard UI patterns (www.mobiledesignpatterngallery.com)
§ Utilize vector-based source images when possible
10
App Mockup/Prototyping Tools
• Balsamiq – simple wireframes, very quick, web or desktop version available
• JustInMind – high fidelity, run on device, native libraries, generates docs, desktop only
• Axure – high fidelity, run on device, native libraries, generates docs, desktop only
11
Visualize your app before building 30+ UI prototyping and wireframing tools are available, many with free plans
App Development
12
Enterprise Systems
Databases BI/DW
Systems
Web Services
File Servers & CMS
Mobile Services:
Urban Airship Flurry Analytics
etc.
App Testing & Distribution:
App47 Apperian
etc.
Mobile Back-end Services: AnyPresence
Stackmob etc.
Native: iOS
Android WinMo
etc.
Web: HTML5
CSS Javascript
Developer Frameworks:
Phonegap Appcelerator
etc.
MEAP: Antenna Verivo
etc.
Enterprise Mobile Architecture: Multiple Layers to Consider
13
Mobile Presentation
Layer
Mobile Services
Layer
Data Sources and Systems
What Platform(s) Do I Support?
14
Important questions to consider: I am building an app for employees or consumers? Does the app need to access hardware capabilities? Does the app need to work offline? Do I need to support feature phones?
Other Considerations When Selecting Platforms
15 Source: Vision Mobile Developer Economics 2012
HTML5 Gains Momentum (but is not on par with native yet)
16
HTML5 Benefits ü Works in most modern
browsers (device agnostic) ü Supports rich user interfaces ü Supports phone features ü Single, familiar code-base
66%�79%� Rich Media�Geolocation�
Native-like Behavior �Swipe and Touch�
Cross-platform�Searchable�
Cost-Effective�Accessible�
Sources: (1) IDC, (2) mobiThinking, (3) Keynote Services, (4) Content Marketing Institute
of consumers prefer to use mobile web�
Mobile Application Types
17
Native Web (HTML5) Hybrid Best for apps that need to
perform quickly, work well offline, and access many device capabilities (camera, GPS, mic, etc.)
apps that are always connected to source systems, and need to run across many device types or form factors
apps that need to access some phone capabilities, and are mostly connected
Benefits • looks like other native apps
• fast response time • works well offline • can be found
through app stores • access to all
hardware capabilities
• push notification capable
• single app for all devices
• don’t need to learn multiple mobile development tools
• can make updates available instantly to all users
• some benefits of native apps
• can embed a web app into a native app “wrapper” (browser view) for faster development across platforms
More on HTML5 vs. Native vs. Hybrid
18 Source: Salesforce.com
Mobile Development Challenges
Mobile platform fragmentation § New devices and operating system
versions released throughout year § Increasing number of form factors
Complexity of development § Need specialized skill-sets § Need mobile abstraction layer § Need mobile services layer
Nuances of mobile design § Mobile apps require different
design and interaction § Usability is critical
Hidden costs of maintenance § Adding new features is costly
across multiple platforms 19
Mobile Development Approaches
20
Approach Pros Cons 1. Build using native tools from scratch
ü Unlimited flexibility ✘ Highest TCO ✘ Slowest to market ✘ Difficult to maintain
2. Build using an full-stack mobile platform
ü Lower TCO ü Minimal coding ü Multi-device support
✘ UI limitations ✘ Platform lock-in
3. Build using a mobile back-end platform
ü Lower TCO ü Unlimited UI flexibility ü Reusable APIs
✘ Custom code for each mobile UI
70% of mobile apps created between 2008-2011 will become obsolete and candidates for re-development by YE2012
By 2014 up to 40% of Fortune 1000 organizations will employ a mobile enterprise application platform for app building Source: MGI Research
When Should I Consider a Mobile Platform?
21
Always consider a platform for these two quadrants
Source: MGI Research
Consider a platform if you have
several projects or
will improve apps quickly
If you are only building
1-2 apps, and don’t see them as
strategic, may not need a
platform
Native or Web App Development (building from scratch)
22
Platform Language(s) Comments Android Java, C, C++ Open source OS (based on Linux) Bada C, C++ Samsung mobile platform running
on Linux or Realtime OS BlackBerry Java, Web Apps
QNX:, C++, HTML, CSS, JS, ActionScript
Forthcoming BB10 OS will be based on QNX
iOS Objective-C, C Mac required for development Symbian C, C++, Java,
Qt, Web Apps Longest running OS
Windows C#, VB.NET Windows 8 adds C++, Javascript
Microsoft surface uses Windows RT, Phones use Windows Phone 8 (or earlier), Slates use Windows 8
Web Apps HTML, CSS, JS Plenty of libraries available: jQuery Mobile, Sencha Touch, Dojo
Developer Frameworks (mostly free, paid support)
23
Framework Language(s) Comments Appcelerator (Titanium)
Javascript (JS) Generates native apps with a JavaScript interpreter Native look and feel Acquired solutions for HTML5 and back-end services
Phonegap HTML, CSS, JS Generates a mobile web app running in a native app browser Look and feel is not native Developer Nitobi acquired by Adobe, Phongap in Apache
RhoMobile Ruby, HTML, JS Generates native apps Not fully native look and feel Offers data synch (RhoConnect) Acquired by Motorola
Sencha Touch HTML, CSS, JS HTML5 UI framework to build web apps that look like iOS
Mobile Enterprise Platforms (commercial)
24
MEAP Language(s) Comments Antenna Rapid Scripting
Langauge (RSL) Generates native and HTML5 apps with interpretation layer
Kony Lua Generates native and HTML5 apps with an interpretation layer
Sybase Unwired (SAP)
Native Device Language, HTML5, JS (via container)
Generates native or HTML5 apps Strong on database synchronization and SAP integration
Verivo (formerly Pyxis)
Lua Generates native and hybrid apps with an interpretation layer Reads a configuration file from the server
Don’t Forget About Back-End Mobile Services
25 Source: Appcelerator/IDC
Top Services Used by Mobile App Developers…
Mobile Backend-as-a-Service (MBaaS) (commercial)
26
MBaaS Language(s) Comments AnyPresence Ruby or Java Dedicated infrastructure per app
Cloud-based or on-premise server HTML5 and native app generation Tiered pricing based on # of apps
Kinvey Javascript Shared infrastructure across apps Cloud-based database and sever Tiered pricing based on usage
Parse Javascript Shared infrastructure across apps Cloud-based database and sever Tiered pricing based on usage
Stackmob Java, Scala Shared infrastructure across apps Cloud-based database and sever Tiered pricing based on modules
MBaaS approach: build app UI in tool of your choice, use standard API libraries for all back-end services
Mobile App Monetization Options (1/2)
Method How it Works Best For Considerations Paid Download
• User pays up-front to download app from an app store
• Transaction is handled by app store, and revenue shared (typically 30%)
• Gaming • Entertainment • Productivity
News
• The more users pay up-front, the less likely they are to pay for in-app or tolerate ads
• Consider free and paid versions with different features and/or less ads or in-app purchases
One-Time Sponsorship
• Individual or business underwrites your app in exchange for recognition
• You handle transaction
• Local focus • Vertical focus • Narrow
audience focus
• Typically a one-shot source of income; not ongoing or scalable
• One way to get a first app off the ground
27 Source: Far Reach
Mobile App Monetization Options (2/2)
Method How it Works Best For Considerations In-App Advertising
• Ads run on space sold within your app, revenue is based on user impressions or clicks
• Typically handled by an ad network (iAd, admob, JumpTap, etc.)
• Gaming • News • Chat • Entertainment
• App needs to bring back users regularly, and for heavy use
• Need to embed code for ad network
• Users may not provide confidential info to apps that run advertising
In-App Purchases / Freemium or Subscription
• User purchases additional content or features within the app
• Transaction is handled by app store, and revenue shared
• Gaming • Lifestyle • News
• App requires loyal followers willing to pay for “virtual” benefits
• Need to regularly provide fresh content based on monetization goals
28 Source: Far Reach
Monetization: Top 5 Revenue Models
29 Source: Vision Mobile Developer Economics 2012
Mobile-Enabling Existing Enterprise Systems (Buy vs. Build)
Mobile Development Platform
Cor
pora
te N
etw
ork
Source System 1 eg. Siebel CRM
Source System 2 eg. SAP HR
ü Lowest cost option û Business workflow split across
multiple applications – user may have to switch between different apps
û Not optimized for smaller mobile form factors or touch
Re-purpose web-based applications on mobile browsers (or use virtualization)
� OPTION
ü Faster than custom building û Business workflow split across
multiple apps û Multiple apps with different user
experiences û Limited customization
ü Best way to mobile-enable a process that spans multiple source systems
û Higher total cost of ownership (TCO) for initial development (but lower than custom building using only native tools)
Use mobile applications from source
system vendors
� OPTION Develop custom applications using a mobile platform (or from scratch)
� OPTION
App Testing
31
Why Focus on Testing?
Insufficient testing leads to poor app stability …which leads to low adoption and ratings …which, in the mobile world, is almost impossible to recover from
32 Source: uTest
15% to 30% of negative comments based on performance, crashes or hangs
Relative cost of defect, by time of discovery
“Fragmentation” (why you are underestimating test effort)
Test Early, Test Often Use Real Devices Simulators are insufficient for production readiness: they produce inconsistent results when compared with actual devices “Four-factor mobile testing” ü multiple devices (and form
factors) ü multiple operating systems ü multiple connection types ü multiple carriers
33
App Deployment
34
Enterprise Mobility Management Ecosystem
Inventory Management
Over-The-Air Configuration
Alerts and Monitoring
Mobile Device Management
(MDM) Remote Wipe
Remote Controlling
Device Security
Whitelist/Blacklist
Apps Remote App distribution
Provisioning and
Configuration
Mobile App Management
(MAM) Enterprise App Store
Performance App Analytics
MDM Provides Centralized Device Security and Control
ü Configure devices over the air for remote employees
ü Secure data, and enable remote wipe in case of loss
ü Remote troubleshooting ü Manage telecom-related
expenses ü Provide secure access to
sensitive corporate data
Source: Forrester, Matrix42 36
“in 2016 350 million employees will use smartphones, 200m will bring their own device” -Forrester
MAM Provides Benefits Across the App Lifecycle
37
ü Easier distribution during testing phase
ü App configuration management
ü App performance analytics and crash reporting
ü App usage analytics ü Easier deployment and control
for employee-facing apps ü Curated internal app store
Source: Symantec
“Private enterprise app stores will be deployed by 60% of IT organizations by 2014” -Gartner
Mobile Strategy and Compliance Considerations
38
Top Challenges to Building a Mobile Strategy
39 Source: Insider Research & Netcentric Strategies
Healthcare-specific challenges: • HIPAA compliance • FDA regulation
40
Patients
ü Mobile channel reach
ü Reduce service wait times
ü Proactive account alerts
Mobile Scenario Domain Areas
Physicians
Productivity Engagement
ü Preventative care ü Convenience of
mobile access ü Access to personal
records (blue button)
ü Mobile self- service
ü Ease of data access
ü Process-based clinical apps
ü Consumer-like user experience
ü BYOD support ü HR process
enablement
Brand Value Benefit Financial Benefit
41
Mobile Scenario Prioritization – Example Method
Brand Value Benefit
Fina
ncia
l or P
rodu
ctiv
ity B
enef
it
ER Wait Times
Social Engagement
PHR Access
Contact Us
Directions
Post-Op Care
Physician Referral
Bill Payment
Find a Doctor
Symptom Checker
Donations
Appt. Reminders
Appt. Requests
Patient Check-in
EHR Access
Staff Schedules
Patient Check-out
Take into account both cost to build and cost savings
These will likely be
lower priority
scenarios
Scenarios in this quadrant and towards the middle have dual benefits
Event Calendar
Pre- Registration
Directions Find a Doctor
Donations
Appt. Reminders
Appt. Requests
Patient Check-in
Event Calendar
How Healthcare Measures Mobile ROI
42 Source: SHSMD / MedTouch Survey - Fall 2011
HIPAA Compliance Considerations
43
Any company that deals with protected health information (PHI) must ensure that all the required physical, network, and process security measures are in place and followed. Covered entities (CE): anyone who provides treatment, typically a healthcare provider Business associates (BA): anyone with access to patient information or support, typically a supplier There are HIPAA-compliant hosting providers: OnlineTech
When is FDA Regulation Applicable?
Disclaimer: This regulation is in draft and being revised. Obtain legal advice before formulating long-term plans. Draft guidance can be viewed on the FDA.gov web site: http://www.fda.gov/MedicalDevices/DeviceRegulationandGuidance/GuidanceDocuments/ucm263280.htm#ft2
44
An app may be subject to regulation if…
It is connected to a medical device to display results
It serves as an accessory of any kind to a regulated medical device
It takes patient data and interprets and outputs info for use in clinical decisions
It uses device features (i.e. camera, microphone) to gather data for diagnosis
An app is considered be outside regulatory scope if…
ü It is provides reference content or training material
ü It provides suggestions related to general health and wellness (preventative vs. curative)
ü It is used to automate office operations (i.e. billing , administrative) or patient convenience (i.e. reminders)
ü It functions as, or supplements, electronic health record system
Summary
45
LEVERAGE EXISTING SYSTEMS VIA WEB SERVICES
Enterprise Systems
Databases BI/DW
Systems
Web Services
File Servers & CMS
LEVERAGE MOBILE SERVICES, ENABLE “COMPOSITE” APPS
Push Notifications,
SMS Messaging
App User Roles and Access
Control
App Testing Distribution
and Analytics
Data Source
Integration
FAVOR NATIVE CLIENT-SIDE CODE, LEVERAGE TOOLKITS
Use Common
Mobile Services
Use tools Like jQuery or Sencha for HTML5
Use Prototyping
Tools for Native Apps
Avoid Client-Side Business
Logic
Mobile Architecture Best Practices
46
Mobile Presentation
Layer
Mobile Services
Layer
Data Sources and Systems
Key Takeaways
ü There is an explosion of mHealth apps, but providers still lack patient-facing apps and mobile sites
ü Design and usability is key to app adoption
ü Plenty of fragmentation across device and platforms
ü Mobile development solutions can help lower TCO of building apps
ü Architect for mobile back-end services
ü Test early and often to avoid costly errors
ü Prioritize mobile scenarios across financial and brand value benefits to achieve ROI
ü HIPAA or FDA compliance may be required for apps that capture or transmit personal health
47
Questions?
48
Richard Mendis CMO and Co-Founder,
AnyPresence [email protected]
Caroline Lewko CEO, Wireless Industry
Partnerships [email protected]