The mobile revolution in travel is on – but victory is not guaranteed.
As I said in part one, 2010 is Year of the App. Record breaking numbers of apps were developed and downloaded in 2010, transforming mobile phones from messaging devices with somewhat functional browsers to internet platforms trying to challenge the desktop as the primary online access device.
But two pieces are missing. The first element is the limited number of tools for app search and discovery.
In this part we talk about missing piece number two – the limited interoperability between apps and multi-tasking on mobile devices.
For app and mobile device developers there is a tension between the need to keep a mobile device stable (ie no crashing and long battery life) and the need to replicate the multi-tasking and application data sharing that we see on the desktop.
On the desktop I can move data between excel, powerpoint, firefox, etc with relative ease and keep all open at the same time.
But on a mobile device you have to exit each time and have real trouble getting the different apps to talk to each other.
I believe we will hit a plateau in the growth of mobile as an internet platform until such time as data can be moved between apps and mobile devices can multi-task.
Indeed, online access via mobiles will not be an activity of the majority of internet surfers until users can move between apps and get their data to move between apps.
Normally, when I am writing for the BOOT, I would come up with a prediction like this, publish it and be done with it.
This time I wanted to collect background thoughts and commentary from some experts to help bring this theory to life.
I emailed a number of executives directly involved in the development of apps and use of mobiles as a distribution channel and asked them some questions. Here is what they said...
GlobalMotion Media (creator of Everytrail) founder and CEO Joost Schreve:
“It's very interesting to see the distinct approaches that iPhone and Android have taken [to interoperability and multi-tasking]. Apple is optimizing for a controlled user experience. They tend to limit possibilities in order to increase battery life, and improve stability and usability”.
While he believes that lack of interoperability and multi-tasking is a challenge, he is not overly worried. Schreve says: "Mobile behavior is typically more task-oriented than behavior in front of a computer," concluding that the trick for developers is to be very focused.
“While I agree that there is demand for more data integration between apps, these use cases can be fulfilled very well with focused apps. Over time we will see more data integration between apps, in order for each app to be able to deliver a more complete user experience. In fact this movement is already under way. “
Appolicious’ vice president of product, Dan Hontz, agrees that the need for a balance between functionality and stability is not an overwhelming impediment for mobile take up.
“The limitations in processing power on mobile devices are why you don't see multitasking like you do on the desktop. That said people use phones differently than they use desktop computers; you probably don't need to be running a camera app while running a PDF viewer while running a game. Some multitasking makes sense - playing music with Pandora while you're checking your email, for example. I think Apple's strategy of providing limited multitasking makes sense -- by limiting the processor cost while multitasking (and allowing just certain kinds of multitasking), the user's experience on the device doesn't degrade."
Point Inside CEO Kevin Foreman thinks that full multi-tasking on mobiles is some way off - but he, too, thinks that usage growth will continue in the meantime.
"The lack of true multi-tasking certainly has NOT been a barrier to device take up, nor do we believe it will be in the future. People aren't making the smartphone or app "buy decision" based on whether or not they can multi-task; they're asking the question: will this device or this app a) entertain me, or b) help me in my daily life?”
He believes consumers will focus on less rather than more when it comes to apps and that interoperability will not be a key concern for now.
“We believe take up for useful services will continue unabated; however, there will likely be consolidation of use to fewer and fewer apps. People don't want to have a hundred apps on their phone…”
Foreman sheds some light on the reasons for limited interoperability in mobile apps, saying:
“Primarily a limitation of resources for developers. Even for large companies/brands there are limitations on resources, and a need to focus on core competencies."
Foreman sees the solution for developers is to focus on opening their data to interconnectedness – that is APIs. He adds:
“We believe the near-term future of app interoperability is the approach we at Point Inside have taken, which is to focus on a particular core competency (in our case creating interactive indoor maps, with navigation, positioning and detailed points of interest) and offering that data or core piece of functionality to other app developers to integrate into their apps via robust APIs. “
Turning to the blogger, Joe Wilcox of Betanews, casts a vote in favour of multi-tasking and mobiles:
“People take multitasking for granted on the PC, which will make its absence more noticeable on the smartphone.”
It is clear from the current growth numbers that the lack of decent app discovery, app interoperability and app multi-tasking is not slowing the revolution.
Not yet anyway. I’ll know that mobile internet has gone from revolutionary to dominant when I feel comfortable going to meetings, conferences, hotel visits etc with nothing more than my phone.
When the different users that make up me (the leisure version of me and the business version of me) can both use a smartphone as the primary connectivity device rather than as ancillary to my desktop/laptop connection.
To get to this position of mainstream usage of one small mobile device rather than the mobile/laptop combination the challenges of multi-tasking and interoperability will need to be solved.
Where do you stand on the importance of interoperability and multi-tasking in the growth of the mobile web?