mca 2013 - michael hobbs - accenture
TRANSCRIPT
Michael Hobbs Smart Apps Lead
Copyright © 2012 Accenture All rights reserved. 2
From “Quick, get us an app!” to a customer channel for millions
Our most advanced customers are scaling fast in mobile
• Two years ago it was all about having a
mobile presence – “get us an app!”
• This demand was driven by the need to
show market presence.
• Often iOS-only was sufficient to
demonstrate presence.
• Now, more advanced customers are
dealing with issues of volume and
architecture that are more complex than
the initial market entry stage.
• Operationally mobile now needs to match
the marketing messages because, from a
regulator’s perspective, it’s part of the
retail banking infrastructure.
Copyright © 2012 Accenture All rights reserved. 3
For many of our customers it’s about how to reach whole markets
Our customers have
recognised the cost-to-
serve advantages of
mobile.
The issue now for
leading banks is how
they mobilise their
whole customer base.
Copyright © 2012 Accenture All rights reserved. 4
So, what’s so difficult? An internal perspective.
Economic: cost of ownership
Variance: how to scale
& deploy.
Security across all permutations
Governance & priorities
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Consumers are used to being delighted.
It’s what smartphones are all about!
The growth of digital design means that we can’t risk disappointment through poor technology choices.
So, what’s so difficult? A customer perspective.
How important is App performance?
34%
50%
11% 4% 1%
Veryimportant
Somewhatimportant
Neitherimportant
norunimportant
Not thatimportant
Not at allimportant
Total: 84%
Source:
(Source: comScore, U.S. Bureau of labour, Flurry analytics)
55%
48%
40%
28%
27%
3%
11%
1%
More Convenient
Faster
Easier to browse
Better user experience
Easier to check bank account
None of these
I have no preference
I prefer mobile websites
It appears that people prefer apps rather than web access?
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Mobile Sales by OS
Mobile OS market shares Q1 2013
Android; 75,0%
Apple; 17,3%
BB, 7%
Linux; 1,0% Windows; 3,2%
Symbian; 0,6%
Mobile OS market changes
present a challenge: where does
this go next?
Despite appearances Android is not a
consistent platform:
Many versions present in the
market
Thousands of form factors.
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• High expectations on User Experience driven by the consumer market
• Fragmentation
– Platform variation
• After the big two (iOS, Android) you may still need to consider Windows Phone, Blackberry 10
• Even when limiting to iOS and Android, many versions exist (Android 2.3, 4.0, 4.1, 4.2…)
– Resolutions
• Many different screen resolutions, with an expectation that apps will respond/adapt without the need for zooming/panning
– HW Performance
• Sub-$100 Android devices have radically different performance characteristics to an iPhone 5
• Intermittent connectivity & data availability
– Loss of connectivity is a common occurrence
– Round trip times and payload transmission times are high
– Data synchronisation patterns need to be considered carefully
• Security
– Mobile devices are easier to lose and more likely to be stolen
• Device resources (processor, storage, power) are more limited than desktops
– How to reduce the load on the client?
– How to avoid draining the battery?
• Device Management
– Provisioning devices with the right apps and access levels
Challenges for Mobile UI development
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Architectural Options for using Web Tech
Browser
Web App
Hybrid App
Native OS
Native App
Native OS Native OS
Browser Engine
Web Content
A “web app” has a URL and lives
inside the Browser. Ultimately it
has the same capabilities as a
web page
A “native app” uses the platform’s libraries for UI and other functionality. It does not go through a browser engine.
A “hybrid app” lives inside a custom native app wrapper that provides extra functionality to the web content hosted inside a private browser engine
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HTML5 Tablet & Mobile browser support
Tablet browser Readiness Mobile browser Readiness
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Deployment Options: Native vs Hybrid vs Web
Native Hybrid Web
Single Codebase
Native Look and Feel
UI Performance
Advanced 3D Graphics
Discovery via App Store
Forced revenue sharing
Unrestricted publishing
Local data storage
Secure local data storage
Device feature access
Payment Infrastructure
Notifications outside of
app
Unifying the app codebase across devices is perhaps the strongest advantage of Web. Even Microsoft endorses HTML5 as the best way to go cross-platform.
Hardware-accelerated UI is gradually becoming common. Today, velvet smooth animations requires going native. WebGL will allow complex 3D graphics, but is not here yet.
Web services like Bango allow operator-based billing. Otherwise web apps must setup their own billing infrastructure.
Web publishing does not need to go through 1-2 week approval process, and avoids user group restrictions that apply to (enterprise) app stores.
Web specifications are drafted for most features, such as Calendar, Contacts, Camera, Accelerometer, NFC, Microphone, GeoLocation. Browser adoption is variable.
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Mobility Platform Decision drivers
Drivers
Quality of User Experience Excellent Variable Excellent
Application Sophistication High Moderate High
Addressable Audience Limited to Smartphones Large, Supported by
Smartphones and some feature Phones
Large
Cost per User Typically Medium to High Typically Low Low to Medium Development
Medium to High Licensing
Agility Medium to Low High Medium to High
Technical Risk High Medium High
Operating System/Platform Vendor Risk
High Medium to Low High
Operational Issues Operationally More Flexible
Requires Network Connectivity but with
HTML5 Can Operate Offline to Some Degree
Operationally More Flexible
Security More Flexible Inflexible, Expected to Improve More Flexible
Supportability Complex Simple Medium to Complex
Native HTML5 Hybrid
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TCO: What if multiple platforms become important?
Native App Mobile Web Hybrid-Web Tech Multiplatform
Tool
Cost for single app on one UI Platform iPhone iPad Android BB10 (Z10) Windows 8 Apps developed on all platforms
Maintenance Yearly Percentage Application Lifespan
Maintenance
Up-versioning effort per new version as percentage of original development iOS Number Android Number New Platforms Number Total Upversioning effort
Total Cost
Percent Saving Relative to Native
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HTML5 for mobile development: relevant tools & frameworks
• JS libraries
– jQuery Mobile
– Sencha Touch
– Kendo UI
• The defacto Vanilla Hybrid:
– PhoneGap
• Or Non-HTML
– Appcelerator
• Information sources
– http://caniuse.com/
– http://html5readiness.com/
– http://html5test.com/
• Vendor platforms - Sybase (SAP)
- Kony
- Syclo (SAP)
- Worklight (IBM)
These are not recommendations,
simply technologies in which we
have some experience.
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We’ve been looking at this for several years now. There isn’t a best solution. It’s contingent on usage scenarios and business priorities. Here are a few pointers. Ultimately it’s likely to remain an area that simply needs thinking through – time and again.
So what’s best?
Development path… Best suited to… Think carefully about…
Native Applications where:
1. UI compromise is not an
option
2. Security is paramount
Total cost of ownership as you
are likely to need parallel
teams for three OSs.
Hybrid Applications where:
1. Content is shared with
website
2. Some UI compromise can
be accommodated
Where UI compromise can be
afforded.
Cross platform tools Possibly less demanding
applications.
Memory management and
forensics. We have yet to be
convinced by any CP vendor
on this point.
Copyright © 2012 Accenture All rights reserved. 15
+44 7824 334 168
Smart Apps Lead
+31 6537 790 21
Mobile Sales Lead, Benelux
For further discussions