Ottawa pourrait accélérer l’adoption du paiement électronique et mobile | Alain McKenna, collaboration spéciale | Internet

Ottawa pourrait accélérer l’adoption du paiement électronique et mobile

Alain McKenna, collaboration spéciale, Techno

29 mars 2012 | 09 h 44

Un récent rapport du Groupe de travail sur l’examen du système de paiement publié par le ministre fédéral des Finances Jim Flaherty est catégorique: pour demeurer compétitif dans le secteur financier, le Canada doit accélérer l’adoption des nouvelles technologies de paiement numérique par le gouvernement et les institutions financières.

Pour en savoir plus

ministère des Finances | Twitter | Jim Flaherty | Internet

Il en va également de la productivité du pays, note le groupe de travail dans son rapport. Il constate que le système de transactions canadien repose encore lourdement sur le papier, qu’il s’agisse de monnaie ou de chèques. Le passage vers de nouvelles technologies de paiement permettrait, si elles étaient appliquées progressivement au courant des trois prochaines années, d’ajouter 2 % au PIB du Canada d’ici 2016, simplement via un gain de productivité de son économie.

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Ces technologies peuvent inclure autant les sites web transactionnels, que le paiement numérique mobile ou la création d’un système d’authentification en ligne sécurisé pour différents autres types de transactions.

À travers différents scénarios d’adoption de ces technologies, le groupe de travail a par ailleurs réalisé que l’expertise nécessaire à ce virage était déjà présente au pays. « Nous avons réalisé qu’une coalition émergente de participants de l’industrie et d’usagers constituait un immense bassin d’expertise qui demeurait inexploité, mais que leur participation et leurs idées pourraient enrichir significativement nos recommandations », peut-on lire.

Les citoyens aussi semblent prêts pour ce changement, selon le rapport. C’est l’appareil public et le secteur financier qui traînent de la patte en la matière, si on compare avec les autres pays industrialisés et les pays émergents. Les Canadiens sont parmi les internautes les plus avides sur la Toile, tant en matière de magasinage en ligne qu’en ce qui a trait aux transactions bancaires par internet.

Le rapport Le Canada à l’ère numérique est le fruit de dix-huit mois d’études et d’analyse, et a été remis au gouvernement en décembre dernier. Le ministère des Finances l’a rendu public vendredi dernier, à l’aube de la publication de son budget annuel. Il pourrait donc contenir des mesures incitatives allant en ce sens. Le secteur financier canadien a bien performé ces dernières années, et le rapport semble indiquer que pour qu’il demeure compétitif à plus long terme, cette transition doit s’amorcer le plus tôt possible.

via Ottawa pourrait accélérer l’adoption du paiement électronique et mobile | Alain McKenna, collaboration spéciale | Internet.

The Pros and Cons of Cross-Platform App Design

The Pros and Cons of Cross-Platform App Design

February 16, 2012 by Christina Warren

The Mobile App Trends Series is supported by Sourcebits, a leading product developer for mobile platforms. Sourcebits offers design and development services for iOS, Android, Mobile and Web platforms. Follow Sourcebits on Twitter for recent news and updates.

In 2011, having a mobile strategy shifted from “nice to have” to “must have” for businesses of all sizes. In 2012, that same shift is taking place when it comes to supporting multiple mobile platforms. Sure, some companies can focus on just one operating system and exclude all others, but most businesses and brands need to target myriad device types. It’s no longer enough to just have an iPhone app — even small and medium sized businesses need to have a plan to support iPad, Android phones, the Amazon Kindle, larger Android tablets, Windows Phone and BlackBerry.

Developing for all of these platforms is a challenge, especially for the developer or business with limited resources. Fortunately, an entire sub-industry of development tools and languages exist to help solve this problem. Enter the cross-platform mobile framework.

Cross-platform frameworks — which include Appcelerator’s Titanium, Rhodes and PhoneGap — are designed to limit the work that a developer or development team has to put in to creating apps for iOS, Android, BlackBerry, Windows Phone and beyond.

As with any development strategy, there are pros and cons to taking a cross-platform approach to mobile application design and development.

NBC’s iOS and Android apps are built using Appcelerator’s Titanium platform.

Pros of Cross-Platform Frameworks

The idea behind most cross-platform frameworks is to limit development time by having users write their code in one language that can easily be compiled to multiple platforms.

To do this, most frameworks allow users to write apps in a dynamic programming language (JavaScript is the most common, though many frameworks also support Ruby or Python), rather than in Objective-C/Cocoa, Java or C#/.NET. The frameworks will then compile against the native libraries of a specific platform and spit out an app for each platform the developer targets.

The pros of using a cross-platform framework:

Code Is Reusable: Rather than having to write the specific action or sequence for each platform, a developer can just write the code once and then reuse those bits in later projects or on other platforms.

Plugins: Major frameworks, including Appcelerator and PhoneGap offer easy access to plugins and modules that can easily plug into other services or tools.

Easy for Web Developers: Because most frameworks are dynamic or scripting languages, they are easy for web developers to jump in and use. Moreover, most frameworks also support HTML5 and CSS3 alongside the calls to more native functions.

Reduced Development Costs: This is perhaps the biggest advantage because it allows companies or brands to get an app onto other platforms without having to invest in a team or developer specific to that ecosystem.

Support for Enterprise and Cloud Services: In addition to plugins and modules for specific functions, most frameworks also have the option to directly integrate with cloud services, including Salesforce.com, AWS, Box.net and others.

Easy Deployment: Deploying and compiling apps is much faster in a cross-platform scenario. This is especially true with many of the new cloud-based build tools that various frameworks are starting to push out.

Cons of Cross-Platform Frameworks

Of course, using a cross-platform framework development strategy isn’t always the ideal solution. Some of the cons include:

The Framework Might Not Support Every Feature of an Operating System or Device: If Google, Apple or Microsoft adds a new feature, the framework you are using will need to be updated to support those new additions.

You Can’t Always Use Your Own Tools: Most frameworks want users to use their own development tools and suites, and that can mean that a developer has to forgo his or her own IDE preferences and use something else. PhoneGap (which Adobe acquired last summer) is different in this regard, in that it uses the native IDE for each platform it supports (XCode for iOS, Eclipse for Android, Visual Studio for Windows Phone)

Code Might Not Run as Fast: The cross-compilation process can sometimes be slower than using native tools and calls for an app.

High-End Graphics and 3D Support is Often Limited: Fortunately, game-centric development platforms, like Unity are here to help fill in those gaps.

Vendor Lock-In: Most of the cross-platform frameworks build using their own subsets of JavaScript, which means that if you want to switch to another platform, that code you wrote before is likely not going to be reusable without a lot of work.

Design Considerations

One major factor that cross-platform developers need to be aware of — whether you use a framework or not — is app design. Designing an app for the iPhone is different than designing one for Android; The UI and UX conventions are different, and touch points and menus work in different ways.

A good cross-platform application looks at home on whatever platform it is used on. A bad cross-platform tries to look identical everywhere. For instance, if your Android app has navigation controls at the bottom of the screen, iPhone style, you’re doing it wrong.

Interaction design guru Josh Clark wrote a fantastic article detailing design considerations for major mobile and tablet platforms for .net Magazine that every app developer should read.

via The Pros and Cons of Cross-Platform App Design.

Mobile Sites vs. Apps: The Coming Strategy Shift

Mobile Sites vs. Apps: The Coming Strategy Shift

Summary:
Mobile apps currently have better usability than mobile sites, but forthcoming changes will eventually make a mobile site the superior strategy.

The most important question in a company’s mobile strategy is whether to do anything specialfor mobile in the first place. Some companies will never get substantial mobile use and should stick to making their desktop sites less insufferable on small screens.

But if your site happens to have decent appeal to mobile users, then the second strategy question is: Should you produce a mobile website or develop special mobile apps? The answer to this question today is quite different from what it will likely be in the future.

Current Mobile Strategy: Apps Best

As of this writing, there’s no contest: ship mobile apps if you can afford it. Our usability studies with mobile devices clearly show that users perform better with apps than with mobile sites. (Mobile sites have higher measured usability than desktop sites when used on a phone, but mobile apps score even higher.)

The empirical data is really all you need to know. It’s a fact that apps beat mobile sites in testing. To plan a mobile strategy, you don’t need to know why the winner is best, but I’ll try to explain it anyway.

Mobile applications are more usable than mobile-optimized websites because only limited optimization is possible during website design. An app can target the specific limitations and abilities of each individual device much better than a website can while running inside a browser.

Native application superiority holds for any platform, including desktop computers. However, desktop computers are so powerful that web-based applications suffice for many tasks.

In contrast, mobile devices provide an impoverished user experience: tiny screens, slow connectivity, higher interaction cost (especially when typing, but also due to users’ inability to double-click or hover), and less precision in pointing due to the fat-finger problem. The weaker the device, the more important it is to optimize for its characteristics.

Apps can also provide a superior business case for content providers because the various app stores offer a pseudo-micropayment ability that lets you collect money from users, which is harder to achieve over the public Internet.

Finally, let’s consider the differences between Nielsen’s Law for Internet bandwidth and Moore’s Law for computer power. Over the next decade, Internet bandwidth will likely become 57 times faster, while computers will become 100 times more powerful. (Future computers will be monsters compared to the puny hardware we’re using now.)

In other words, the relative advantage of running native code instead of downloading stuff over the Internet will be twice as big in 10 years. One more point in favor of mobile apps.

Future Mobile Strategy: Sites Best

In the future, the cost-benefit tradeoff for apps vs. mobile sites will change.

Although I just said that computers will become 100 times more powerful, this doesn’t necessarily mean that the iPhone 14 will be 100 times faster than the iPhone 4S. It’s more likely that hardware advances will be split between speed and other mobile priorities, especially battery lifetime. So, a future phone might be only 10 times faster (but will be thinner, lighter, and able to run much longer between charges), whereas download times will be cut by a factor 57.

The expense of mobile apps will increase because there will be more platforms to develop for. At a minimum, you’ll have to support Android, iOS, and Windows Phone. Furthermore, many of these platforms will likely fork into multiple subplatforms that require different apps for a decent user experience.

For user experience purposes, iOS has already forked into iPad vs. iPhone. Although they officially have the same OS software, the two devices need two very different user interface (UI) designs. (See our free report on iPad usability for tablet usability considerations.)

Amazon.com’s recent introduction of the Kindle Fire effectively forked the Android user experience with a fairly different platform. And, as our Kindle Fire usability study concluded, you need a separate app with a separate UI to deliver decent usability on this nonstandard device that’s selling like hotcakes.

It’s only realistic to expect even further UI diversity in the future. This will make it extremely expensive to ship mobile apps.

In contrast, mobile sites will retain some cross-platform capabilities, so you won’t need as many different designs. High-end sites will need 3 mobile designs to target phones, mid-sized tablets (like Kindle Fire), and big tablets. Using ideas like responsive design will let you adapt each of these site versions to a range of screen sizes and capabilities. The same basic UI design will work for both a 6.8-inch tablet and a 7.5-inch tablet if you simply shrink or stretch things a bit. (A 5-inch phone would require a different design, with fewer features andabbreviated content.)

Most important, new web technologies such as HTML 5 will substantially improve mobile site capabilities. We’re already seeing mobile sites from publishers such as the Financial Times andPlayboy with UIs that are very similar to applications offered by equivalent newspapers and magazines.

Today, FT and Playboy use sites instead of apps for business reasons, not UI reasons. Publishers are tired of having a huge share of subscription revenues confiscated by app store owners, and Playboy wants to publish more titillating content than Apple’s prudish censors allow.

Freedom from censorship and freedom to keep your own money are good reasons to stay with the free Internet instead of the walled garden of proprietary app stores. In the future, better UIs and more adaptive implementations will be additional reasons to go with mobile apps.

A last benefit of a mobile-site strategy is better integration with the full web. It’s much easier for others to link to a site than to integrate with a 3rd-party application. In the long run, theInternet will defeat smaller, closed environments.

(Apps may remain better for tasks that are intensely feature-rich applications, such as photo editing — whereas mobile sites will be better for design problems like e-commerce/m-commerce, corporate websites, news, medical info, social networking, etc. that are rich in content but don’t require intense data manipulation.)

When Will the Strategy Shift Happen?

Now for the $64,000 question — or, more accurately for most companies, the million-dollar question: When will the recommended strategy change? In other words, when will the changeover in favor of mobile sites be strong enough for you to abandon mobile apps?

Sadly, I don’t know. Usability insights can tell us what’s best for users under various circumstances, but they can’t predict how fast these circumstances will change in the real world. In my experience, things change much more slowly than one might expect.

For example, in September 2000, I said that mobile usability required a device with a deck-of-cards form factor that would “get rid of the keys and spend every available square millimeter on pixels.” A few months later, I predicted that European vendors’ infatuation with non-web mobile phones would lead to the demise of that continent’s lead in mobile technology.

Both predictions came true, but not until 7 years later when the iPhone was finally launched as (a) a device with almost the entire surface used for data, and (b) a product from a computer company rather than a phone company.

Even worse, in 2001, I thought that “Mobile Devices Will Soon Be Useful.” Sure, if by “soon” you mean 6 years 😦

Good mobile design was so close I could taste it. I knew what was needed, and I didn’t think it was so hard to do. But, as the famous saying goes, don’t confuse a clear view with a short distance. As I admitted in my retrospective on my first 10 years writing the Alertbox, when I was wrong about the timing it “was often because I was too enthusiastic about a new technology’s potential. When I was right, it was often because I was conservative.”

To conclude: I do believe mobile sites will win over mobile apps in the long term. But when that will happen is less certain. Today, if you are serious about creating the best possible mobile user experience, my advice is to develop apps.

Learn More

293-page report on Usability of Mobile Websites and Applications with 210 design guidelines and 479 screenshots is available for download.

[Infographic] Mapping the Tools in the Mobile Development Ecosystem

This post is part of our ReadWriteMobile channel, which is dedicated to helping its community understand the strategic business and technical implications of developing mobile applications. This channel is sponsored by Alcatel-Lucent. As you’re exploring these resources, check out this helpful resource from our sponsors: Cultivating a Developer Ecosystem: Understanding Their Needs

shutterstock_killer_apps_150.jpgThe mobile development ecosystem is a large, complicated space. There are innovative startups making tools for native and mobile Web apps along with large enterprise-grade companies that offer solutions from cloud support to frameworks and developer environments. For a mobile developer, it can be confusing to know where to turn and what to use to make the best app possible.

Mobile “backend-as-a-service” startup Kinvey created a map for ReadWriteMobile to help developers understand the ecosystem. Kinvey brackets the mobile ecosystem between two primary pillars: the service providers and the original equipment manufacturers. In between lies the meat of the environment from the “as-a-service” providers (platform, infrastructure and backend) to mobile software developer kit and application programming interface sources. Who has acquired what? What partnerships dominate the ecosystem? Use the map below as a resource when developing your next mobile app.

Mapping the Complicated Ecosystem

The original players in the mobility space were the OEMs and carriers. In 1998, there would have been next to nothing in between those two pillars on the map below. With the rise of the application ecosystem, the service structure for developers has grown rapidly as enterprises and entrepreneurs rush to meet the needs of developers.

“In the mobile world, the service providers and the handset OEMs were the original two players. With the transition to apps and services, all the other new layers have inserted themselves in between the original two players of the ecosystem,” said Kinvey CEO and co-founder Sravish Sridhar.

Kinvey places itself in the middle of the ecosystem. To its right are the PaaS and IaaS companies such as IBM and Rackspace, which are closer to the carriers than the OEMs. To its right are the mobile SDK and API providers, which have more in common with the OEMs.

“Slowly, major players have come into the space, and are now tunneling their way across the ecosystem through acquisitions or by launching new services themselves. For example, Google has been most proficient with an acquisition-led strategy,” Sridhar said. “Companies that are not acquiring are launching new services on their own. For example, Amazon Web Services started with IaaS and now have PaaS, and are growing out other mobile-specific services. Apart from developing Windows Phone, Microsoft is now improving Azure IaaS, and will soon have a robust PaaS platform.”

The goal of the BaaS providers is to bridge these worlds by bringing cloud infrastructure to developers and make it easy to integrate SDKs and APIs. It is not an easy task as it requires a knowledge of robust technical networks as well as the needs of front-end developers.

“As a leading Backend as a Service provider, we tie in IaaS, PaaS and Mobile APIs, and connect them right down to the Mobile SDK, so that millions of dynamic and rich apps can be easily built on any platform, bringing value to billions of users all over the world,” Sridhar said.

There is a lot of movement n the ecosystem, as the map shows. Appcelerator’s acquisition of Cocoafish is the latest example of one pillar moving to another. Kinvey has partnered with Urban Airship and talks with a variety of companies in other pillars, including appMobi. The company’s platform ties into a variety of cloud providers including Amazon Web Services, Rackspace and Microsoft Azure.

Click here for a larger map, hosted by Kinvey.

kinvey_map_ecosystem_610.jpg

Kinvey, Competition and Consolidation

kinvey_real_150x150.jpgBoston-based Kinvey (a recent TechStars alum) is a unique startup in the mobile development world. Sridhar is very supportive of the ecosystem at large, including his primary competitors like Parse and StackMob. The idea is to see every company grow to the fullest of potential.

Sridhar often writes about startup and entrepreneur relationships. Kinvey does not attack its competitors or make edgy comments about how Kinvey may or may not be better than its rivals.

The first startup that Sridhar worked at was Austin-based United Devices, a company that focused on grid computing to manage high performance computing (HPC) infrastructures. From 2000 to 2005, grid computing was a hot vertical in the technology community with a variety of large and small companies entering the space. Sridhar noticed the ill affects of how sniping and holding negative opinions of the competition had on the ecosystem at large.

“A lot of this perspective came from my last startup. I was part of the founding team at United Devices and we were building grid computing software and a very similar thing happened at that company that is happening right now at Kinvey is that we thought we were doing something cool and unique and lo and behold, within about six to eight months, there were about 20 competitors,” Sridhar said.”We got really paranoid about them and started talking about each other in the press in a negative fashion and started talking negatively about each other with customers and what happened is that I found that was doing more harm than good and the space took a while to develop. One of the reasons that grid computing, which was all the buzz between about 2001 and 2005, didn’t take off is that the whole ecosystem didn’t push it forward. We were waiting for the bigger companies to adopt it. My theory about creating this ecosystem called backend-as-a-service is that we should all work to collectively define it and make it successful.”

 

We wrote about the consolidation in the mobile services last summer when Urban Airship bought SimpleGeo, much to the surprise of the mobile developer community. When it comes to the BaaS players, some of the first startups are starting to get acquired, like Cocoafish by Appcelerator. When it comes to Kinvey, StackMob and Parse, each has a tie to a major company that may be interested in acquiring it within the next few years. Of those three, each has created a niche for itself to the point where it could grow to be fairly large and stave off acquisition as well. It behooves the companies in the space to help each other grow at this point.

That is in stark contrast to another emerging segment of the developer ecosystem that has emerged with the app economy. Mobile analytics is a high-growth area with companies large and small growing rapidly and looking for developer and media attention. Whereas there is very little bad blood between Kinvey, Parse and StackMob, mobile analytics startups like Kontagent, Apasalar, Flurry, Localytics and others hate to see one company mentioned and not their own (this plays out in my inbox on a daily basis).

Developers: What services are you using to create a backend infrastructure for your app? What do you think about the startup competition in the space vis-a-vis larger cloud providers or in juxtaposition with the mobile analytics space? Let us know in the comments.

Top Image Courtesy Shutterstock

2012 Mobile Trends: What’s On Your Strategic Roadmap? | Forrester Blogs

2012 Mobile Trends: What’s On Your Strategic Roadmap?

Posted by Julie Ask on February 9, 2012

Let’s take a step back, first. You started as the “mobile person” two to three years ago. You siphoned a hundred thousand dollars or so from the eBusiness team budget and got a mobile optimized web site and maybe an application or two built. You measured your success by engagement – web traffic and application downloads. Maybe you measured direct revenue. Life was easy.

Two to three years later, as eBusiness professionals, you’ve got some experience with building, deploying and maintaining mobile services. You’ve added tablets to your portfolio. Hopefully you’ve convinced your organization that you need at least a 7-figure budget. Most industries have seen clear financial returns on these investments so that hasn’t been too hard. As eBusiness professionals working on mobile, you were feeling a lot of love.

In 2011, you benchmarked yourselves versus your competition. You looked at native applications by platform and key functionality on mobile web and applications. You took a deep breath and said, “ok, we’ve done it. We have mobile services. We’ve checked the box. Mobile web traffic and sales are growing. We’re good.” Perhaps others with fewer services are thinking, “I can see what we need to do. I think we can catch up if I can get some budget.”

The thing you are seeing though is – the finish line is out of sight. Mobile has only gotten more complicated – not less. No one feels comfortable. No one feels they can slow down, stop spending, or rest. Anxiety levels are high.

Every other person in your organization is coming to you wanting to do “something in mobile,” and you can’t handle all of the requests. Those with budgets are threatening to go do their own thing – which would threaten your work to date. And, for most of you, you know you’ve done too many “projects” without involving your IT group. You haven’t planned enough with them or put infrastructure in place to support what mobile services need to be in 3-5 years. And rightly so – too often their pace is too slow. Now, as an eBusiness professional focused on mobile, you’re viewed as a “bottleneck” for some new to mobile because you are coaching them on best practices that slow their projects down. Mostly, you are probably feeling like it is hard to keep up – the more you know, the more difficult success in mobile seems.

There is no year of mobile. However, if 2012 isn’t the year you start doing more enterprise-wide planning with your counterparts in IT and other business functions (e.g., marketing, customer service) to build out the vision, skill sets and backend functionality to support mobile services in a few years time, you will find yourself in a position of not being able to catch up by throwing a few hundred thousand dollars to a vendor or agency.

2012 is less about what you offer in mobile than about how you go about doing it. You need a long term mobile technology roadmap. You need to know when and how and if you want to incorporate new technologies (e.g., NFC) into your mix. You need a mobile services development plan that fits your budget. You need to take mobile into account when you are making decisions about your web site, data architecture and infrastructure. You need a plan for collecting and utilizing customer data without jeopardizing their privacy or seeming creepy. You need to understand how other technologies like HTML5 and cloud services will impact what you can offer. You need to think about forging relationships with the new powerhouses in mobile. Your list is long and only a portion of it is tied to actual mobile technology trends.

Forrester’s 2012 mobile trends focus as much on key technology, ecosystem, and evolving consumer expectations that are impacting the evolution of mobile services as we do on the mobile technologies directly. For more information on the key mobile trends in 2012 and what they mean to eBusiness professionals, please see our 2012 Mobile Trends report. For those building products, please see this version co-authored by my colleague, Thomas Husson.

via 2012 Mobile Trends: What’s On Your Strategic Roadmap? | Forrester Blogs.

Juniper Research: Consumer mobile app revenues to pass $50 billion by 2016

Juniper Research: Consumer mobile app revenues to pass $50 billion by 2016

BY: DUSAN BELIC, INTOMOBILE

THURSDAY, FEBRUARY 9TH, 2012 AT 12:40 AM

Everyone and their mama are using apps these days, and we’re everything but surprised to learn there’s money to be made in this market. According to Juniper Research, we’re talking about some serious cash, with annual revenues from consumer mobile applications set to approach $52 billion by 2016.

Juniper’s report found that the introduction of operator billing across storefronts such as the Android Market and Ovi Store had led to a dramatic rise in revenues. Likewise, the mass deployment of in-app billing options meant that, for many storefronts, post-download revenues had surpassed those of PPD (Pay-Per-Download).

When it comes to tablets, at the moment they account for just 7% of global app revenues, but this market rise to 25% by 2016.

As for HTML5 and its prospects, Juniper believes it [HTML5] has a bright future with content publishers being able to offer content on-site rather than be reliant on storefront distribution.

Finally, the research company says that more than 31 billion apps were downloaded to mobile devices in 2011.

via Juniper Research: Consumer mobile app revenues to pass $50 billion by 2016.

Principles For Mobile Marketing Success | Forrester Blogs

Principles For Mobile Marketing Success

Posted by Melissa Parrish on February 8, 2012

Most marketers know that there are opportunities for them to engage consumers on mobile devices: consumers are increasingly buying smartphones, using them more frequently, and using them as a supplemental resource for content and communication. So it’s great to see that marketer spend in mobile is increasing. However, we find that most efforts still treat mobile as a translation of PC-based campaigns, or are otherwise experimental. And while it’s smart to start with those kinds of programs, we think it’s important that marketers begin to evolve their mobile marketing strategies so their programs can be as sophisticated as their customers.

In our latest report, we’ve identified a few steps you can take to move your mobile marketing strategy forward:

1)    Know what phase of mobile marketing evolution you are in.To get where you’re going, you first have to know where you are. We’ve has outlined five phases of mobile marketing evolution and the accompanying approach, resources, goals, and tactics for each so that you can see which phase you are in today: Foundation, Experimentation, Device Strategy, Channel Strategy, and Comprehensive Strategy.

2)    Use the three pillars of mobile strategy to guide your marketing programs in each phase:

a.     Immediacy: Provide content that is timely and actionable in the moment.

b.     Simplicity: Provide programs elements that are easy to see and navigate on a mobile phone.

c.     Context: Send relevant messages based on time, location, and mobile behaviors.

3)    Work with the right partner to enhance your strategy. Mobile is still emerging as part of the interactive marketer’s toolbox and that means there’s still a lot of learning to be done. We suggest that marketers grow their internal expertise by partnering with one of two types of partners: 1) A digital agency that excels in mobile marketing and can help guide your thinking and integrate your mobile strategy with other efforts, or 2) a specialist that can help you with mobile-specific tactics, such as a 2D bar code or SMS campaign.

If you’re a Forrester client, you can see all the details in this report. In the meantime, I’d love to know what phase of mobile marketing your organization is in, and how quickly you think you’ll need to move to the next one to meet the needs of your customers.

via Principles For Mobile Marketing Success | Forrester Blogs.

Best 7 HTML5 Frameworks for Mobile Apps

Best 7 HTML5 Frameworks for Mobile Apps

Titanium

Titanium is sometimes confused for an HTML5 framework. It is a java script-based interface with native code modules that are included in the framework. It translates web skills into native apps that act as if they were written in Objective-C (iPad and iPhone) or Java (Android). Titanium contains a thriving developer community and over three-hundred APIs. This is the help you need when building apps that are more convenient, interactive, extensible and social.

M-Project

This application is a HTML5 JavaScript framework for creating (writing) cross-platform mobile applications.

Hosted in a git repository: https://github.com/mwaylabs/The-M-Project

Checkout the new version of The-M-Project and replace it with the version that is included in Espresso

Contains all Core and UI files in building jQuery Mobile-based mobile applications

If you are feeling lucky, feel free to check out the development branch: detox

Sencha Touch

Sencha Touch is one of the first HTML5 mobile web application frameworks. Sencha Touch lets you develop mobile web applications that look and feels native on Android and iPhone devices. If you are creating an application filled with visual interactions, Sencha Touch is the best choice. It contains a powerful,experienced support team and is thoroughly documented.

jQuery Mobile

jQuery Mobile is Touch-Optimized Web Framework for Tablets and Smartphones. It has an unified user interface system and is widely popular with mobile platforms. It is built on jQuery and jQuery UI foundation. It’s open, lightweight code was created with advanced enhancement. It also contains a tameable design.

JQuery mobile framework allows you to write less while achieving more. Instead of having to write various applications for OS or mobile devices, the jQuery mobile framework lets you create a single, high-branded and fully, customized website application. The app works on all common tablet and smartphone platforms.

jQtouch

The jQuery plugin for mobile web development on the iPod Touch, iPhone and other devices proves useful and tremendously innovative. This framework proves heavy on the CSS and light on the JavaScript.

NimbleKit

NimbleKit is one of the faster ways to develop applications for iOS. You do not need to be familiar with iOS SDK or the Objective-C. The only thing you need to know is how to write an HTML page with JavaScript code. NimbleKit easily installs in Xcode without any complicated configurations. It also provides a new “NimbleKit Project Template”. Simply select the template, choose if you want to build for iPad, iPhone, iPod or some other common software. Add your JavaScript, Images and HTML to the project. Click “Build and Run” and your app immediately launches in the iPad/iPhone simulator.

Wink

Wink is a mobile JavaScript framework that develops mobile web application on iPad, iPhone, BlackBerry and Android.

via Best 7 HTML5 Frameworks for Mobile Apps.