Going Native: The Anthropology of Mobile App Design by Josh Clark (@globalmoxie). Notes below.


We’re just starting to discover what they can do and what they can offer.

Symbian and Windows were 80% of the market in 2008 but in the coming months it’ll be 10 OS’s.

It’s goog to follow what latin america, africans, and young people are doign with their phones.

If it’s all about reach and what’s most popular then we’d all be using Nokia (Symbian platforms) Within the world. But it’s BB that holds the lead in the us.

40% of the market is bb for enterprise – Mostly text based with Javascript turned off. 37% of latin america is BB

You should consider your market when designing for mobile. BB has 40% of the enterprise market. Best not to consider iPhone here. #idea2010
iPhone supports the active lifestyle. According to OKCupid iphone users have more sex than other users.

With Facetime it becomes an emotional attachment to phones/technology. Entertainment and social software creates a new sense of emotional attachment

Droid commercials are more about tools and features and tech (may arm just turned into a robot!). Whereas iPhone is more of an emotional feel. Android users customize more than others, lead in wallpaper, and ringtone downloads. Also more popular for texting and communication.

Windows 7 phone has a very specific persona they were designing for. Young couple that’s active and travels a lot.

There’s more room for more cultures to thrive on the mobile phone. 80% of Americans have cell phones
11% don’t even know their phone has apps (2 years ago that was 0). 35% now have apps on their phones.

87% of teens text (though most of it is “what’s up?”) Adults text 10 times a day on average. Consider SMS apps as one way to enter the market.

the iphone is ruled by a monarchy… Steve Jobs makes the iPhone (“This is crap. This is good.) The problem with the monarch is that there’s often issues with monarchy… less freedom “jail braking your device”… strange behavior… Apple calls the shots.

Android is more like the open frontier. Google’s goal is to encourage people to do more searching. Regional war lords (carriers) decide what you can or can’t download (for me that’s Verizon adding their VZ Navigator which I will never use because it’s not even remotely a good app. Google’s navigator is FAR better.)

Microsoft is a politburo…

If google is having trouble with the different issues than how are we to develop for mobile? We can’t develop apps that equally go across platforms. On mobile HTML5 & CSS3 is mature now. Start exploring.

Smackdown: web vs native
This isn’t the big question. Web is amazing but the UX cvan’t always be good on mobile. This battle ignores the user. You can’t just provide the same UX for everyone on the web as you could through a native app. They “dress” differently.

One app won’t cut it.
One website won’t cut it.

You need to figure out how to target each with their own look.

Build flagship apps. netflix you can continue movies hrougout your day. We’re all cloud developers now. Everything should be talking to the cloud and providing a cross platform experience.

Know your customers, the devices they use, and how they use them. Think about the appropriate technology (even SMS can be the bext experience). Build device

It’s THE strategy not “mobile strategy”.