Q&A with David L. Williams, VP of Mobile Products
At AT&T Interactive we’ve been busy with a lot of our mobile releases. In November last year we even acquired mobile platform company Plusmo that has been crucial to our ongoing mobile momentum. We recently had a chance to catch up with our busy VP of Mobile Products David L. Williams to talk about some mobile industry trends.
BetaLabs: Thanks for taking the time to talk with us. So, is 2010 the year of mobile?
David L. Williams: Every year is the year of the mobile! However, it could be true this year because of big developments such as the rapid penetration of the 3G mobile network and the mainstream use of mobile applications. Essentially when you have a 3G mobile connection you are able to have desktop like Internet experience, so people can get access to the services that they know and love on their mobile devices.
BetaLabs: What do you think are some of the challenges facing the mobile application industry?
David L.Williams: There’s a high technology barrier to deliver a compelling user experience. To reach a broad number of customers, developers have to work on variety of different platforms, so that means they have to use different tools and applications. Which means it can be a costly investment.
Besides the technical challenges involved, developers also have to consider the mobile customer, who can be pretty fickle. If your mobile product doesn’t give the customer a great experience from day one, and if you don’t continue to develop and improve the experience, you can lose them.
BetaLabs: What do you think it takes to be successful in mobile?
David L. Williams: As the mobile industry changes and evolves, you have to change and grow, too. You need to have broad and deep technical skills that ultimately delivers a great mobile experience.
You can’t just cram a desktop program into a mobile app. Mobile needs to be task-focused and assume the end-user is on the go. Often mobile users wants quick and easy access to the information they need.
BetaLabs: What are some of the recent mobile developments here at AT&T Interactive?
David L.Williams: We’re proud of our YP for mobile app that works across multiple platforms. It’s powerful, fast and simple to use. And we’re always looking for ways to enhance the user experience. At AT&T Interactive we’re also taking the approach that mobile is different from the web. We try to build a user experience that is tailored fit for each technology and platform; for example, our YPmobile for iPad was developed specifically to take advantage of its size and distinctive features of that platform.
BetaLabs: How does local search fit with mobile?
David L. Williams: I think that local search will be more successful and valuable on mobile devices than on a desktop. Local search is something that appeals almost to everyone. A lot of the time, people are on the go when they need to something spontaneously… like a gas station.
BetaLabs: What’s the future of mobile? Where’s all this heading?
David L. Williams: People are spending more time on their mobile devices which creates a number of opportunities for developers and publishers. Sometimes, users even spend more time on their mobile devices than on their desktop computers which indicates to me that mobile devices are becoming not only portable but personal as well. We may also see more GPS technology used with mobile applications.
Here at AT&T Interactive we’re using voice search as seen in some of mobile apps like YP mobile for Android and YPmobile for iPhone to add even more value for those on the go. And, of course, we’re continuously working with innovative technology to develop some really interesting mobile products.