Mobile marketing: le app come strumento di comunicazione d'azienda nell'era del mobile

Obiettivo di questa tesi è cercare di mostrare come il mobile può diventare molto utile per le aziende sia a livello di guadagno sia a livello di comunicazione aziendale con i propri clienti. Il tema principale sviluppato nell'elaborato riguarda il Mobile Marketing e gli strumenti più proficui utilizzati da questa nuova tecnica di marketing, in particolar modo le App. In primo luogo viene trattato il tema del brand: importante mezzo comunicativo che dal primo momento intacca il pensiero del cliente e ne veicola le scelte di acquisto. Frutto di un'analisi ben più specifica è l'argomento del mobile marketing, le strategie migliori da adoperare per sfruttare al meglio i device portatili, i vantaggi maggiori che riceveranno le aziende che lo adotteranno e un piccolo accenno sui principali strumenti del mobile. Infine di svilupperà maggiormente l'argomento delle Applicazioni mobili e di quelle app brandizzate che hanno riscontrato maggior successo tra gli utenti.

App mobile con l'integrazione di social network e google api per migliorare l'esperienza utente

Questa tesi esamina la progettazione e lo sviluppo di un'applicazione mobile Android che è in grado di gestire l'attività sportiva di un utente. L'applicazione offre numerose funzionalità, che permettono all'utente di eseguire allenamenti per il fitness e allenamenti per la corsa, tenendo sempre sotto controllo i risultati ottenuti e tutte le informazioni necessarie. Oltre ad eseguire allenamenti l'utente può crearne di propri e modificarli a suo piacimento, in più nell'App è inserito lo shop dove l'utilizzatore può comprare allenamenti messi a disposizione direttamente da FitBody. Gli aspetti visti sopra saranno descritti attraverso un'analisi del problema e un'analisi sulla progettazione architetturale. In particolare verranno sottolineati aspetti riguardanti l'interazione tra utenti e l'utilizzo di API che permetteranno all'utilizzatore di condividere le proprie esperienze sul social network Facebook e di avere un'esperienza completa con l'app. In questo scritto si parlerà anche della comunicazione tra applicazione e server, che avviene grazie a chiamate HTTP con metodo POST. Attraverso queste chiamate l'applicazione leggerà e scriverà informazioni sul database online, 'hostato' sulla piattaforma Altervista. L'applicazione web, di cui sarà data solamente un'infarinatura, è stata sviluppata utilizzando il linguaggio di programmazione PHP. Ogni 'response' inviata dal server al client è composta da uno o più oggetti JSON.

Design di interfacce e usabilità del Web in ambiente mobile: la Programmazione della Cineteca di Bologna

Il presente progetto è stato svolto in collaborazione con la Cineteca di Bologna e verte sulla riprogettazione dell'odierna interfaccia Web, in funzione della sua visualizzazione mobile non considerata nella progettazione del 2008, in particolare nella sua parte che concerne la programmazione degli spettacoli in ambito cinematografico. Raccolti i suggerimenti degli utenti e approfondite le richieste della Cineteca, affrontando con i responsabili IT della Fondazione le criticità emerse, la ristrutturazione delle sezioni presenti e l'aggiunta di nuove funzionalità, si è impostato il lavoro come segue. In primis, si è eseguita una ricerca, avvalendosi di fonti autorevoli nella letteratura di settore, con un focus incentrato sull’Usabilità. Questa ha portato a presentare una panoramica di tale tematica, per concentrarsi poi sulle peculiarità dei dispositivi mobili, toccando vari aspetti: da un approfondimento dalle caratteristiche dell’uso fino una collocazione anche storica alla realtà mobile. Successivamente, si è proseguito analizzando nel dettaglio tutti i vari elementi da includere, sia dal punto di vista concettuale che posizionale, in riferimento a varie soluzioni proposte dalla letteratura di settore. Ciò preferendo i modelli principalmente utilizzati, dunque maggiormente familiari agli utenti, e i metodi normalizzati per la risoluzione di singole problematiche frequenti nella presentazione delle informazioni. Il risultato è un progetto di interfaccia più vicina all'esperienza quotidiana dell'utente, concretizzatosi con la realizzazione di un prototipo per mezzo di applicativi che simulano un device e mostrano anteprime grafiche dell'interfaccia medesima, nella fattispecie della natura e della collocazione dei singoli componenti sullo schermo. Il lavoro, pertanto, si pone l’obiettivo di rispondere a comuni e debite aspettative dell'utenza in fatto di comodità, efficienza e immediatezza di consultazione della Programmazione anche in mobilità.

Privacy Panel: Usable and Quantifiable Mobile Privacy

The ever increasing popularity of apps stems from their ability to provide highly customized services to the user. The flip side is that in order to provide such services, apps need access to very sensitive private information about the user. This leads to malicious apps that collect personal user information in the background and exploit it in various ways. Studies have shown that current app vetting processes which are mainly restricted to install time verification mechanisms are incapable of detecting and preventing such attacks. We argue that the missing fundamental aspect here is a comprehensive and usable mobile privacy solution, one that not only protects the user's location information, but also other equally sensitive user data such as the user's contacts and documents. A solution that is usable by the average user who does not understand or care about the low level technical details. To bridge this gap, we propose privacy metrics that quantify low-level app accesses in terms of privacy impact and transforms them to high-level user understandable ratings. We also provide the design and architecture of our Privacy Panel app that represents the computed ratings in a graphical user-friendly format and allows the user to define policies based on them. Finally, experimental results are given to validate the scalability of the proposed solution.

Mobile devices: dominant design as a goal

Since the beginning of the smartphones in the 80s, the mobile device market has grown and evolved towards devices connected everywhere, with hardware more and more close to computers and laptops than a classic mobile telephone. Nowadays, this market seems to be crowded and some companies seem not to know exactly which step is next. In this manner, a concept appears in the market as a solution or a difficulty to overcome: the dominant design. The thesis aims to establish an analysis and definition of what a dominant design is and how we should understand this concept: which are the costumers’ demands and needs? How can we relate this information with the dominant design? What is the strategy of the firm before designing a device? Do they use a concept similar to a dominant design?. The research base its analysis in a theoretical framework based in innovation and marketing literature, to then compare the model studied with data collected from surveys made to customers, interviews made to workers of the mobile device market, and different new projects on the market. The research finishes with a discussion about the theoretical and the empirical frameworks, and concludes replying the research questions, and defining a dominant design and its current situation in the market. RESUMEN. Desde la aparición de los Smartphones en los años 80, el mercado de los dispositivos móviles ha crecido y evolucionado hacia dispositivos cada vez más conectados, con hardware cada vez más cercano a los ordenadores de sobremesa y portátiles que al clásico teléfono móvil. A día de hoy, el mercado está saturado y algunas compañías parecen dubitativas ante el próximo paso a seguir. De esta manera, el concepto del diseño dominante aparece en el mercado como una solución a esta dificultad. El primer capítulo de este estudio se centra en establecer, a modo de introducción, los antecedentes al caso a estudiar, el objetivo de la tesis con sus limitaciones y delimitaciones, así como la metodología utilizada. También se plantean las preguntas principales (Research Questions) sobre el objetivo de la tesis, las cuales darán respuesta en la conclusión final al caso de estudio. Este proyecto tiene como objetivo establecer un análisis y definición sobre que es un diseño dominante y qué deberíamos entender como tal: ¿cuáles son las necesidades y las exigencias de los clientes? ¿Cómo se puede relacionar esta información con el diseño dominante en el sector tecnológico? ¿Cuáles son las estrategias de las empresas antes de diseñar un nuevo dispositivo? ¿Usan un concepto o modelos similares a un diseño dominante? Posteriormente, el segundo capítulo expone la bibliografía utilizada, y el enfoque analítico que se llevará a cabo con las 3 principales fuentes de datos. La investigación enfoca su análisis en un marco teórico, basado en publicaciones y bibliografía relacionadas con la innovación y el marketing, para luego comparar el modelo estudiado con un marco empírico: datos obtenidos de encuestas a consumidores, entrevistas a profesionales del sector de los dispositivos móviles, y diferentes prototipos y nuevos proyectos en este mercado. Entre esta literatura se encuentran manuales de marketing como “22 Immutable laws of Marketing” (de Al Ries & Jack Trout), publicaciones sobre el sector industrial de la tecnología y negocios: “Crossing the Chasm” de Geoffrey A. Moore y modelos de innovación entre otros como “Mastering the Dynamics of Innovation” de James M. Utterback. El tercer capítulo corresponde al estudio del marco teórico de la tesis, donde se analizará principalmente el modelo de innovación utilizado (el modelo cíclico de Utterback) y varios principios de marketing aplicados a este sector. Se plantean las bases de este modelo, la definición que el propio Utterback ofrece sobre el diseño dominante, y las 3 fases del proceso del mismo (Fluid Phase, Transitional Phase y Specific Phase), donde las empresas cambian de estrategia según las circunstancias evolutivas del dispositivo, su posición respecto el líder del mercado, o los procesos de estandarización y de costes. Por último se plantea la base para el desarrollo del diseño dominante en un ciclo evolutivo constante en el tiempo. Respecto a la parte más analítica de la tesis, el cuarto capítulo se desarrolla a partir de los datos obtenidos de las fuentes de información en el marco empírico de estudio. Se obtienen conclusiones sobre los datos realizados en ambas encuestas (en Español e Inglés) y sobre la relevancia de esta información; se estudian uno por uno hasta cuatro casos de nuevos dispositivos a corto-medio plazo en el mercado y se obtienen unas conclusiones globales sobre las entrevistas realizadas a los profesionales del sector y la relevancia de todas estas informaciones. En el quinto capítulo de la tesis se desarrolla la discusión en torno a los marcos teórico y empírico utilizados, para concluir respondiendo a las “Research Questions”, definiendo de esta manera el concepto de diseño dominante y comparando esta definición con la situación real del mercado. Se contrastan las bases del modelo de Utterback con los datos obtenidos en el capítulo cuarto, enfatizando la comparación entre las fases de este modelo con la realidad obtenida a través del estudio. Las encuestas realizadas a los consumidores se enmarcan en la segunda y tercera fase del ciclo, donde el desarrollo del diseño dominante ya está establecido y más desarrollado, mientras que las entrevistas unifican varios puntos clave a tener en cuenta en la primera y segunda fases, orientándose a las capas previas del proceso. Después se comparan uno a uno los 4 dispositivos analizados, a fin de establecer su jerarquía dentro del mercado, como posibles nuevos diseños dominantes o evoluciones especializadas de otros que ya aparecieron en el mercado con anterioridad. Así mismo, en esta parte final del estudio se comparan entre sí los resultados similares entre las tres fuentes de datos, y se analiza la veracidad de todas las fuentes consultadas. Finalmente, se han registrado en un sexto capítulo todas las referencias utilizadas en este proyecto, tanto publicaciones bibliográficas, entrevistas, citas de personajes relevantes del sector y enlaces en la red sobre noticias relevantes. En el apartado de apéndices se adjuntan tres anexos, donde se adjunta información utilizada en el caso de estudio, y la cual se ha obviado del texto principal con el objetivo de agilizar la lectura y la comprensión del mismo. Estos tres apéndices corresponden a las dos encuestas realizadas en ambos idiomas y la entrevista realizada a los profesionales del sector de los dispositivos móviles.

Case study on mobile applications UX: effect of the usage of a crosss-platform development framework

Cross-platform development frameworks for mobile applications promise important advantages in cost cuttings and easy maintenance, posing as a very good option for organizations interested in the design of mobile applications for several platforms. Given that platform conventions are especially important for the User eXperience (UX) of mobile applications, the usage of framework where the same code defines the behavior of the app in different platforms could have negative impact in the UX. The objetive of this study is comparing the cross-platform and the native approach for being able to determine if the selected development approach has any impact on the users in terms of UX. To be able to set a base line under this subject, study on cross-platform frameworks was performed to select the most appropriate one from a UX point of view. In order to achieve the objectives of this work, two development teams have developed two versions of the same application; one using framework that generates Android and iOS versions automatically, and another team developing native versions of the same application. The alternative versions for each platform have been evaluated with 37 users with a combination of a laboratory usability test and a longitudinal study. The results show that differences are minimal in the Android version, but in iOS, even if a reasonable good UX can be obtained with the usage of this framework by an UX-conscious design team, a higher level of UX can be obtained directly developing in native code.

A case study on cross-platform development frameworks for mobile applications and UX

Cross-platform development frameworks for mobile applications promise important advantages in cost cuttings and easy maintenance, posing as a very good option for organizations interested in the design of mobile applications for several platforms. Given that platform conventions are especially important for the User eXperience (UX) of mobile applications, the usage of a framework where the same code defines the behavior of the app in different platforms could have a negative impact in the UX. This paper describes a study where two independent teams have designed two different versions of a mobile application, one using a framework that generates Android and iOS versions automatically, and another team using native tools. The alternative versions for each platform have been evaluated with 37 users with a combination of a laboratory usability test and a longitudinal study. The results show that differences are minimal in the Android platform, but in iOS, even if a reasonably good UX can be obtained with the usage of this framework by an UX-conscious design team, a higher level of UX can be obtained directly developing with a native tool.

A real case of a cognitive multiplayer game: design and development of the iOS client in Swift and its cloud architecture

as tecnologías emergentes como el cloud computing y los dispositivos móviles están creando una oportunidad sin precedentes para mejorar el sistema educativo, permitiendo tanto a los educadores personalizar y mejorar la experiencia de aprendizaje, como facilitar a los estudiantes que adquieran conocimientos sin importar dónde estén. Por otra parte, a través de técnicas de gamificacion será posible promover y motivar a los estudiantes a que aprendan materias arduas haciendo que la experiencia sea más motivadora. Los juegos móviles pueden ser el camino correcto para dar soporte a esta experiencia de aprendizaje mejorada. Este proyecto integra el diseño y desarrollo de una arquitectura en la nube altamente escalable y con alto rendimiento, así como el propio cliente de iOS, para dar soporte a una nueva version de Temporis, un juego móvil multijugador orientado a reordenar eventos históricos en una línea temporal (e.j. historia, arte, deportes, entretenimiento y literatura). Temporis actualmente está disponible en Google Play. Esta memoria describe el desarrollo de la nueva versión de Temporis (Temporis v.2.0) proporcionando detalles acerca de la mejora y adaptación basados en el Temporis original. En particular se describe el nuevo backend hecho en Go sobre Google App Engine creado para soportar miles de usuarios, asó como otras características por ejemplo como conseguir enviar noticaciones push desde la propia plataforma. Por último, el cliente de iOS en Temporis v.2.0 se ha desarrollado utilizando las últimas y más relevantes tecnologías, prestando especial atención a Swift (el lenguaje de programación nuevo de Apple, que es seguro y rápido), el Paradigma Funcional Reactivo (que ayuda a construir aplicaciones altamente interactivas además de a minimizar errores) y la arquitectura VIPER (una arquitectura que sigue los principios SOLID, se centra en la separación de asuntos y favorece la reutilización de código en otras plataformas). ABSTRACT Emerging technologies such as cloud computing and mobile devices are creating an unprecedented opportunity for enhancing the educational system, letting both educators customize and improve the learning experience, and students acquire knowledge regardless of where they are. Moreover, through gamification techniques it would be possible to encourage and motivate students to learn arduous subjects by making the experience more motivating. Mobile games can be a perfect vehicle to support this enhanced learning experience. This project integrates the design and development of a highly scalable and performant cloud architecture, as well as the iOS client that uses it, in order to provide support to a new version of Temporis, a mobile multiplayer game focused on ordering time-based (e.g. history, art, sports, entertainment and literature) in a timeline that currently is available on Google Play. This work describes the development of the new Temporis version (Temporis v.2.0), providing details about improvements and details on the adaptation of the original Temporis. In particular, the new Google App Engine backend is described, which was created to support thousand of users developed in Go language are provided, in addition to other features like how to achieve push notications in this platform. Finally, the mobile iOS client developed using the latest and more relevant technologies is explained paying special attention to Swift (Apple's new programming language, that is safe and fast), the Functional Reactive Paradigm (that helps building highly interactive apps while minimizing bugs) and the VIPER architecture (a SOLID architecture that enforces separation of concerns and makes it easy to reuse code for other platforms).

Handbook of research on user interface design and evaluation for mobile technology

In recent years, mobile technology has been one of the major growth areas in computing. Designing the user interface for mobile applications, however, is a very complex undertaking which is made even more challenging by the rapid technological developments in mobile hardware. Mobile human-computer interaction, unlike desktop-based interaction, must be cognizant of a variety of complex contextual factors affecting both users and technology. The Handbook of Research on User Interface Design and Evaluation provides students, researchers, educators, and practitioners with a compendium of research on the key issues surrounding the design and evaluation of mobile user interfaces, such as the physical environment and social context in which a mobile device is being used and the impact of multitasking behavior typically exhibited by mobile-device users. Compiling the expertise of over 150 leading experts from 26 countries, this exemplary reference tool will make an indispensable addition to every library collection.

Participatory research with older adults with AMD:co-designing a SMART diet diary app

The global population of people aged 60 years and older is growing rapidly. In the UK, there are currently around 10 million people aged 65 and over, and the number is projected to rise by 50% in the next 20 years (RNIB, 2013). While ongoing advances in information technology (IT) are undoubtedly increasing the scope for IT to enhance and support older adults' daily living, the digital divide between older and younger adults - 43% of people below the age of 55 own and use a smartphone, compared to only 3% of people aged 65 and over (AgeUK, 2013) - raises concerns about the suitability of technological solutions for older adults, especially for older adults with impairments. Evidence suggests that sympathetic design of mobile technology does render it useful and acceptable to older adults: the key issue is, however, how best to achieve such sympathetic design when working with impaired older adults. We report here on a case study in order to outline the practicalities and highlight the benefits of participatory research for the design of sympathetic technology for (and importantly with) older adults with impairments.

The Effect of Mobile Technology as an Active Student Response System on the Acquisition of U.S. History Content of Secondary Students with Specific Learning Disabilities

Students with specific learning disabilities (SLD) typically learn less history content than their peers without disabilities and show fewer learning gains. Even when they are provided with the same instructional strategies, many students with SLD struggle to grasp complex historical concepts and content area vocabulary. Many strategies involving technology have been used in the past to enhance learning for students with SLD in history classrooms. However, very few studies have explored the effectiveness of emerging mobile technology in K-12 history classrooms. This study investigated the effects of mobile devices (iPads) as an active student response (ASR) system on the acquisition of U.S. history content of middle school students with SLD. An alternating treatments single subject design was used to compare the effects of two interventions. There were two conditions and a series of pretest probesin this study. The conditions were: (a) direct instruction and studying from handwritten notes using the interactive notebook strategy and (b) direct instruction and studying using the Quizlet App on the iPad. There were three dependent variables in this study: (a) percent correct on tests, (b) rate of correct responses per minute, and (c) rate of errors per minute. A comparative analysis suggested that both interventions (studying from interactive notes and studying using Quizlet on the iPad) had varying degrees of effectiveness in increasing the learning gains of students with SLD. In most cases, both interventions were equally effective. During both interventions, all of the participants increased their percentage correct and increased their rate of correct responses. Most of the participants decreased their rate of errors. The results of this study suggest that teachers of students with SLD should consider a post lesson review in the form of mobile devices as an ASR system or studying from handwritten notes paired with existing evidence-based practices to facilitate students’ knowledge in U.S. history. Future research should focus on the use of other interactive applications on various mobile operating platforms, on other social studies subjects, and should explore various testing formats such as oral question-answer and multiple choice.

A Mobile High Sensitivity On-field Organophosphorous Compounds Detecting System for IoT Based Food Safety Tracking

Food safety has always been a social issue that draws great public attention. With the rapid development of wireless communication technologies and intelligent devices, more and more Internet of Things (IoT) systems are applied in the food safety tracking field. However, connection between things and information system is usually established by pre-storing information of things into RFID Tag, which is inapplicable for on-field food safety detection. Therefore, considering pesticide residue is one of the severe threaten to food safety, a new portable, high-sensitivity, low-power, on-field organophosphorus (OP) compounds detection system is proposed in this thesis to realize the on-field food safety detection. The system is designed based on optical detection method by using a customized photo-detection sensor. A Micro Controller Unit (MCU) and a Bluetooth Low Energy (BLE) module are used to quantize and transmit detection result. An Android Application (APP) is also developed for the system to processing and display detection result as well as control the detection process. Besides, a quartzose sample container and black system box are also designed and made for the system demonstration. Several optimizations are made in wireless communication, circuit layout, Android APP and industrial design to realize the mobility, low power and intelligence.

Interface de app para dispositivos móveis de universidade virtual, caso da UAb

O avanço das tecnologias de informação continua a mudar os paradigmas de ensino e aprendizagem. Os meios disponíveis são cada vez mais diversificados e, com a necessidade de procurar novos estudantes e diversificar o público-alvo, as instituições de ensino superior estão a repensar os seus modelos de negócio e estratégias pedagógicas. A proliferação de dispositivos móveis catalisa uma aposta crescente no ensino a distância (EaD) no sentido de proporcionar aprendizagens em mobilidade (m-learning). No entanto, as soluções existentes para m-learning são ainda pouco adaptadas às recentes metodologias de EaD, na maioria das vezes funcionando como extensão de um ambiente virtual de aprendizagem ou com muito foco nos conteúdos. Sendo a Universidade Aberta (UAb) a única instituição de ensino superior público em Portugal de ensino a distância, com um modelo pedagógico próprio, constitui um natural caso de aplicação de tecnologia móvel em novos contextos de aprendizagem, importando por isso estudar e desenhar os mecanismos de interação mais adequados com professores e estudantes em mobilidade. Adotou-se neste trabalho a metodologia Design Science Research, tendo sido identificadas as características e comportamentos de potenciais utilizadores, e definidas as funcionalidades que devem ser disponibilizadas na primeira versão de uma aplicação para dispositivos móveis (app) no contexto do ensino a distância. É proposto o design da interface dessa app, usando o modelo da UAb como caso de aplicação, e disponibilizada uma lista de orientações para o desenvolvimento do protótipo funcional. Da investigação realizada, concluiu-se que a interface proposta constitui um modelo válido para o desenho de uma app para aprendizagens em mobilidade, no regime de ensino de uma universidade virtual. A partir deste modelo, as instituições de ensino superior podem desenvolver apps adaptando-se ao avanço das Tecnologias de Informação e Comunicação e ficarem alinhadas com as necessidades dos seus alunos e docentes, particularmente se dispuserem de oferta formativa a distância.

The effect of mobile technology as an active student response system on the acquisition of U.S. history content of secondary students with specific learning disabilities

Students with specific learning disabilities (SLD) typically learn less history content than their peers without disabilities and show fewer learning gains. Even when they are provided with the same instructional strategies, many students with SLD struggle to grasp complex historical concepts and content area vocabulary. Many strategies involving technology have been used in the past to enhance learning for students with SLD in history classrooms. However, very few studies have explored the effectiveness of emerging mobile technology in K-12 history classrooms. ^ This study investigated the effects of mobile devices (iPads) as an active student response (ASR) system on the acquisition of U.S. history content of middle school students with SLD. An alternating treatments single subject design was used to compare the effects of two interventions. There were two conditions and a series of pretest probesin this study. The conditions were: (a) direct instruction and studying from handwritten notes using the interactive notebook strategy and (b) direct instruction and studying using the Quizlet App on the iPad. There were three dependent variables in this study: (a) percent correct on tests, (b) rate of correct responses per minute, and (c) rate of errors per minute. ^ A comparative analysis suggested that both interventions (studying from interactive notes and studying using Quizlet on the iPad) had varying degrees of effectiveness in increasing the learning gains of students with SLD. In most cases, both interventions were equally effective. During both interventions, all of the participants increased their percentage correct and increased their rate of correct responses. Most of the participants decreased their rate of errors. ^ The results of this study suggest that teachers of students with SLD should consider a post lesson review in the form of mobile devices as an ASR system or studying from handwritten notes paired with existing evidence-based practices to facilitate students’ knowledge in U.S. history. Future research should focus on the use of other interactive applications on various mobile operating platforms, on other social studies subjects, and should explore various testing formats such as oral question-answer and multiple choice. ^