Posts tagged mobile
An open assault on the walled garden
Dec 21st
Mobile telcos charge us for the texts, minutes and megabytes we use. They buy our loyalty by heavily subsidising our increasingly expensive phones. And they’re terrified of becoming like the people who supply our electricity or gas. They’re terrified that one day they’ll be nothing but interchangeable providers of a commodity, irrelevant logos printed on tedious, humdrum bills.
This is why their marketing focuses so much on music, culture and lifestyle. It’s why O2 customers get priority tickets to concerts at the arenas bearing their name. It’s why Orange customers get half-price cinema tickets on Wednesdays. And it’s why T-Mobile runs that insufferable campaign about Josh and his ever-growing band.
Join the b(r)and: T-Mobile want to be associated with music and lifestyle
Customers are being encouraged to associate the brands of mobile operators with a certain type of lifestyle experience instead of just voice and data. This experience extends from the marketing to exclusive content services and even the interfaces and feature sets of the handsets themselves.
In this sense, mobile telcos are offering their customers a walled garden, in which the mobile internet is presented as part of a convenient package branded Orange, AT&T, T-Mobile or O2. If your internet memory goes back as far as the mid-1990s this might sound slightly familiar. But in the next ten years this walled garden is due to come under direct assault.
Charlie Stross has posted an excellent, thought-provoking piece looking at how the next ten years might pan out for the mobile industry – and making it sound in some ways like a technology rehash of the Great Game, with Apple and Google as the chief protagonists.
As Stross sees it, Apple and Google both want to destroy the walled garden built by telcos but for different reasons and in different ways. As a premium marque, Apple wants to work with telcos while preventing their brands from adulterating the Apple experience:
Apple don’t want to destroy the telcos; they just want to use them as a conduit to sell their user experience… [they] want to maintain the high quality Apple-centric user experience and sell stuff to their users through the walled garden of the App Store and the iTunes music/video store
Google, on the other hand, wants people to view more of its ads. To make this happen, Google wants to fundamentally reshape the mobile industry:
I think Google are pursuing a grand strategic vision of destroying the cellco’s entire business model… turning 3G data service into a commodity… getting consumers to buy unlocked SIM-free handsets [like the Nexus One]… and ultimately do the Google thing to all your voice messages [through Google Voice] as well as your email and web access.
These distinct strategies both threaten the mobile telcos, who stand to lose any emotional connection they have with their customers either way. But this doesn’t mean that Apple and Google are going to be bedfellows:
Apple’s iPhone has been good for Google: iPhone users do far more web surfing — and Google ad-eyeballing — than regular phone users. But Apple want to maintain… the walled garden of the App Store and iTunes… [and] Google can’t slap their ads all over those media. So it’s going to end in handbags at dawn … eventually.
The piece (here’s the link again by the way) has me thinking that the coming decade in mobile networks will be much like the previous decade was in land-line internet service provision.
If Charlie Stross is right, the idea of the telco as provider of an experience will not last the decade, meaning that flash mobs, Orange Rock Corps and Josh Ward will become nothing but a dim and distant memory. And customers will hopefully have greater choice over how they use mobile networks, which would be nothing but a good thing in my opinion.
Are mobile apps here to stay?
Dec 17th
A few weeks ago a guest speaker came to our office to talk about mobile apps. His company produced a lot of them, for pretty big brands. He knew his stuff: the team here was both impressed and engaged.
But an exchange during the following Q&A session stuck in my mind later. One of our directors asked a question: is the mobile app destined to be a transitory phenomenon, something that will fade away as mobile browsers become capable of delivering the same functionality?
The speaker was adamant that this was not the case and that mobile apps were here to stay. He felt that Google’s increasing preference for mobile browser apps over native apps was misguided and that Google were wrong on this one. Mobile browsers were so far from rivalling the functionality of native apps that it wasn’t even worth thinking about.
I was tempted to counter this point by bringing up the iPhone’s support for HTML 5 and starting a detailed discussion about in-browser capabilities. But this wasn’t the main subject of the talk and I’m in no way an expert on HTML 5, so I decided to keep my mouth shut instead.
In the weeks since the talk, however, I’ve often found myself turning this question over and over again in my head. And the more I think about it, the more I feel that mobile apps are basically doomed – or at least I hope they are.
Don’t get me wrong – they play an important role. It’s good that so many people today see phones as devices for more than just calling or texting, and the iPhone and its suite of native apps is largely to thank for this. But in the longer run, the publication and distribution model they are based on has to go.
The idea of tying software to a single hardware platform is anachronistic, uncompetitive and limits user choice. This is bad enough when you’re dealing with computers, but it’s even worse when the devices are as personal as mobile phones. People should be free to choose a different phone without needing to buy new versions of the software tools that have become integral to their lives.
Aside from user choice, there’s a more practical reason why the native app model is unsustainable. Developers won’t want to keep maintaining multiple codebases for the apps they produce, especially when there’s the option of building an equally functional in-browser app which any standards-based client can run. And although Apple might hope to render this point irrelevant by establishing monopolistic domination of the smartphone market, relieving developers of the need to consider other platforms, current research indicates that they won’t succeed.
The smartphone OS market will be more fragmented in 2012 than in 2009
A more fragmented smartphone OS market will increasingly compel developers to support separate codebases for Windows Mobile, RIM, Android, Symbian and the iPhone. But as mobile browsers become capable of delivering similar interactivity, serious developers will become inclined to start using the browser as the platform instead. This will be a good thing for users and the industry alike.
If I’m correct and native apps do fade away over time, we may look back on the era of pointless mobile apps as just one among many strange blips in the history of technology. But despite some early rumblings from notable developers, native mobile apps will be with us for some time yet – and, in the medium term at least, they still have an important role to play in encouraging mainstream adoption of the mobile internet.
Edit: This article was later reposted on Android and Me and attracted numerous comments. Click here to see the conversation on Android and Me
Edit 2: Stephen Fulljames shared a couple of links related to this post. PhoneGap is a toolkit for developing mobile apps in HTML & JavaScript. And this post from front-end consultant Peter-Paul Koch provides some background to his work with Vodafone on mobile browser compatibility and W3C widgets.
