Customized mobile device digital marketing gets a lot easier
When marketers think digital, they think mobile, but the best way to reach people on their smartphones is an app, not a website. Still, mobile apps are a double-edged sword for companies. They deliver more users with higher engagement but are also harder and more costly to develop and . Given that mobile devices are inherently connected, the first cloud services emerged to simplify app development. Mobile backends and SDKs like Facebook Parse, Kumulos or AWS Mobile Services tackled the backend services data management, synchronization, notification and analytics. Real world ing is the la service, courtesy of the AWS Device Farm, which provides virtual access to myriad mobile devices and operating environments. Device Farm, released in July, allows developers to easily apps on hundreds of combinations of hardware and OS (with a constantly growing list) using either custom scripts or a standard AWS compatibility suite. Although the service launched targeting the most acute problem, on fragmented Android, it now supports iOS as well. But the cloud service isn’t just able to provide instant access to a multitude of devices for hardware-specific s – it also allows ing on multiple devices in parallel, which greatly cuts time.
Bootstrapping mobile development with cloud services can yield huge dividends for organizations wanting to better connect with customers, employees and partners. Not only are there more mobile than desktop users, but their usage is heavier. The average adult in the US spends almost three hours per day consuming digital content on a mobile device, 11% more than just last year. This means that businesses without a mobile strategy, don’t have any digital strategy.
The problem is that providing a richer, customized, differentiated experience requires building a custom mobile app – a task that’s made more daunting by the cornucopia of devices in use. It means supporting multiple versions of two operating systems and countless hardware variations. Although Apple users generally upgrade to the la iOS release within months, the la Android development stats show four versions with at least 13% usage. Worse yet, a 2015 OpenSignal survey of hundreds of thousands of Android devices found more than 24,000 distinct device types. Such diversity makes developing and thoroughly ing mobile apps vastly more complex than a website or PC application. One mobile app developer does QA ing on 400 different Android devices for every app – a ing nightmare that’s even worse when you consider that the mobile app release cycle is measured in weeks, not months. If ever a problem was in need of a virtualized cloud service, this is it; and AWS has delivered.
Device Farm takes an app archive (.apk file for Android or .ipa for iOS) and s it against either custom scripts or an AWS compatibility suite using a fuzz of random events. Test projects are comprised of the actual suite (Device Farm supports five scripting languages), a device pool (specific hardware and OS versions) and any predefined device state such as other installed apps, required local data and device location. Aggregate results are presented on a summary screen with details, including any screenshots, performance data and log file output, available for each device.
Device Farm doesn’t replace the need for in-field beta ing and mobile app instrumentation to measure real world usage, performance and failures, however with thorough, well-crafted suites and a diverse mix of device types, it promises to dramatically improve the end-user experience by eliminating problems that only manifest when running on actual hardware instead of an IDE simulator.
Developers can automate and schedule s using the Device Farm API or via Jenkins using the AWS plugin. Like every AWS service, pricing is usage based, where the metric is the total time for each device at $0.17 per device minute, however by judiciously selecting the device pool, it’s much cheaper than buying and configuring the actual hardware. Developers can automate and schedule s using the Device Farm API or via Jenkins using the AWS plugin. Like every AWS service, pricing is usage based, where the metric is the total time for each device at $0.17 per device minute.
Along with Mobile Services for backend infrastructure, Device Farm makes a compelling mobile app development platform, particularly for organizations already using AWS for website and app development.
To learn more about AWS Device Farm or to get started on your Digital Marketing initiatives, contact us.
-2nd Watch blog by Kurt Marko