WIP Jam Sessions - Connecting Developers

As a preparation for our discussion group for WIPJam at Mobile World Congress on Getting Cool content from the Cloud, and to follow up on the various discussions on the mobile web we have invited Malik Saadi from Informa to share some of his views and thoughts based on his report Mobile Web Application Developement. In this article Malik explains how the emergence of a fragmented smartphonosphere will make native development incredibly more difficult to scale and thus less and less economically viable and why mobile web development might be the savior for developers and brands alike looking to target larger audiences.

Mobile cloud computing will shift applications development to the Web

Despite the proliferation of smartphones and efforts of promoting native development and runtime platforms, Web-based services are emerging as cost-effective challengers that could take application runtime to the Web environment. Not only will this allow the development of cheaper and advanced applications, but it could also shift computing resources and their management from the device to the cloud, which could in turn lower the barriers for enabling advanced applications over non-smartphone terminals.

Smartphones are limiting the appetite for applications development

In recent years, the mobile industry has moved from proprietary to open, allowing for continued improvements in device hardware and more innovation at the application level through the creation of developer communities and application distribution mechanisms. This trend has attracted the majority of device vendors and operating system (OS) developers as well as the mobile operators, which are now eager to offer their own branded app store and subsequently an immersive user experience and advanced mobile applications to their customers. As a result, there has been a strong increase in smartphone OS handset shipments, estimated by Informa Telecoms & Media at 216.3 million units in 2009, up 34% on the previous year. By 2014, sales of smartphones will reach 572.5 million units, representing 40% of total handset sales.

This trend is actually encouraging developers to create applications that are targeted at different OSs and native runtime environments. There are many advantages in developing mobile applications natively, including better integration with the device functionality, high-performance, always-available capabilities, and access to greater support from device vendors through the availability of advanced tools and developer programs.

However, there are also many challenges facing native application developers, which include: code complexity, which could affect the cost of the application development and time to market; application portability across a wide range of devices to achieve economies of scale; and restricted application distribution to operators and OEMs’ channels. Moreover, in the case of Apple, application approval has been a contested topic that has alienated several high-profile app developers from Apple’s App Store.

The fragmentation of OSs, user interfaces (UIs) and runtimes and associated developer programs are also likely to hamper any advantage gained from open mobile applications development. Open OS platforms are often differentiated by their level of support to multimedia and graphical capabilities, network connectivity options, input methods and hardware performance. Chipset manufacturers will find it increasingly difficult to maintain a high-performance and enhanced user experience over different platforms and their associated versions because each platform requires a deep integration with the device hardware and a number of optimization cycles are needed to ensure overall system stability and improved performance. Porting an application to several OS platforms is can be a good reason for failure among independent software vendors (ISVs), but is necessary to achieve economies of scale and reach a wide audience.

In addition, development tools associated with different OSs often lack the cross-platform approach that could enable the developer to write the application once and distribute it across various devices powered by different OSs. Mobile native application developers are stymied by the extreme difficulty of writing mobile apps for multiple OSs, UIs and runtime environments, especially when there is no clear winner and diversity is just increasing with the mushrooming number of app stores. Then there is the challenge of finding the right placement for this content so that it can be discovered easily by the end user.

Native applications developers also need to bear the cost of testing, certification and distribution of their applications. The majority of OEMs, operators and mobile app store (MAS) owners are imposing their own test and certification programs on developers. Testing fees are based on the complexity of the application submitted and are between US$250 and US$4,000 per submission. If the application is meant to run over variety of devices and terminal platforms, the third-party developer pays the full test fee for one device and gets a rebate for testing the same application on a second device. Additional fees might also be required for network-based applications. In addition, different OEMs and operators have different criteria for application testing in their certification programs. Native applications developers need to comply with these additional programs if they want their applications to reach different MASs and operator portals, which translates into additional cost burdens.

Also, an obvious difference between desktop and mobile native applications is mobile connectivity. Compelling applications should make maximum use of the customer’s mobility, from mobile location services through to interactive games. Simply replicating the desktop experience will not be enough to sustain long-term growth; users will not pay for mobile versions of applications that are available either free or nearly-free on their desktop computers.

For these reasons, generating native applications that address the long tail of consumer requirements and different consumer groups using various OSs and UIs could be cumbersome, costly and time consuming.

The shift to Web runtime and cloud-based services

The mobile Web applications development environment is an emerging alternative to native applications. This shift is best illustrated by the rush of operators and handset vendors to provide their own widget ecosystems which use Web technologies to facilitate mobile applications development and lower the overall development cost. It could also enable mobile operators and vendors to tap into the wealth of the Internet and address their customers with contextual applications that are more relevant to them.

Until recently, a number of barriers prevented Web-based applications and cloud services from gaining ground in the mobile market, including: the cost of connecting to Web services; the low-bandwidth and latency provided by current mobile access technologies; the bad quality and performance of mobile browsers and related Web technologies; and security issues.

Despite their current shortcomings in terms of performance, power consumption, integration and always-on capabilities compared with native applications, Web applications have many advantages including: faster development, time-to-market and monetization; wider distribution channels; and adaptability for cross-platformization.

There are many changes in the mobile market that are likely to shift applications development to the Web including:

• The accelerating migration towards mobile broadband services.

• The dramatic improvement in mobile browser solutions and UIs.

• The advances of Internet transcoding and multimedia transformation.

• The emergence of widgets and widget runtimes as efficient solutions for easy content discovery.

• Deep integration of Web services with the device capabilities and features to enable the creation of contextual applications.

In the past year, several trends have crystallized around mobile Web runtime technology which promise to transform mobile Web applications development, distribution, installation, execution and management. A number of new OSs, including Google’s Android and Palm’s webOS, and a number of mobile platforms, including Microsoft’s Silverlight, Nokia Web Runtime, Qualcomm’s Plaza Mobile Internet, Adobe’s AIR, Access Netfront Widget platform and Opera Widgets, are designed with Web connectivity and functionality in mind. The whole idea is to enable the easy transition of applications development from a native environment to the Web environment.

A number of operators, including Vodafone, Orange, T-Mobile, O2, Verizon, AT&T, KDDI, NTT DoCoMo, Softbank and China Mobile, have already developed – or are in the process of developing – widget stores and Web developer programs that will make the development and distribution of Web applications easier and content discovery and management simpler on the mobile screen. For example, the aim of the Joint Innovation Lab (JIL) initiative – founded by Vodafone, China Mobile, Softbank and Verizon – is to stimulate a new generation of mobile Internet applications around which they can build their service plans and value-added services. JIL’s first project is to develop a widget ecosystem with a single point of access to enable developers to tap into the combined customer base of the four JIL operators – estimated at 1.1 billion subscribers.

The trend towards the adoption of the Web as a mobile applications development environment is likely to intensify thanks to both the emergence of mobile cloud computing and the low latency of the next-generation access networks, which include LTE, HSPA+ and WiMAX.

Informa expects the Web to become the new ubiquitous platform for application development as more and more applications move to the cloud and allow users to access their personal information anytime from any device and over any access network. This trend is likely to remove “smartness” from the device to the cloud, which could potentially reduce the burdens of fragmentation that the native development environment suffers from and spur innovation through the involvement of the much wider Web developer community in creating contextual mobile applications. In addition, this trend will help to shift processing and storage resources to the cloud, which means advanced applications could be accessed by more resource-constrained devices. This could in turn widen the addressable market for the cloud applications beyond the smartphone market.

By increasing the reliance of end users on the Web and cloud applications, new business models will emerge and revenues will be diversified from multiple sources that include advertising, network API charges to third-party service providers and the creation of premium services for the enterprise market. In addition, the migration to a Web development environment could increase traffic around hosted services such as e-mail, VoIP, online office, calendar, online gaming and social networking.

Several device vendors have been pre-installing key widgets in their devices but the trend now is to reorient their software platform strategies towards the creation of widget ecosystems for the development, distribution, lifecycle management, discoverability and monetization of widgets and Web applications in general. These applications are generally easy to create, fast to distribute and serve a plethora of niche markets on the Internet.

Tier-1 operators are also realizing the potential of partnering with Web application developers to enable innovation over their networks, reduce costs related to building data services and build service plans around long tail of consumer applications that target different user groups.

The aim of major operators is to move away from pipe services based on flat rates towards the creation of content-based service plans that will enable them to address different consumer groups with relevant real-time contextual applications and services.

Operators that are not experts in mobile data services, notably Mobile 2.0, have now openly admitted that they will not be able to create these services on their own and expect to employ third parties in the value chain to create best-of-breed services with sustainable business models.

In this context, vendors of mobile widget solutions could facilitate the work of operators by enabling them to bridge the gap between the Web and mobile applications development. These vendors already propose a suite of applications that could include a widget player, idle screen replacement, ODP and a white-label application store. These products could be deployed either individually or as part of an end-to-end widget development, distribution, presentation and monetization ecosystem.

Informa’s report Mobile Web Applications Development looks at various solutions for developing Web applications and widgets, their respective deployment scenarios and the different features that could be requested by operators or OEMs that wish to add mobile Internet and branded services through widgets. Obviously, operators and OEMs have different requirements when choosing a mobile widget solution depending on which market segments and regions they want to address and which services they aim to deploy. The report also looks at the role of mobile widgets in providing a rich mobile Internet experience to help operators and OEMs create new service opportunities, increase customer loyalty and extend the value of their brand to new market segments. It includes a comprehensive and detailed analysis of the revenue opportunities and key trends in widget ecosystems, enabling technologies and the challenges facing operators and OEMs in implementing them.

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