Published on December 2, 2008
1 Going Mobile in a Mobile 2.0 World Paul Golding (04-Dec-2008) v0.2 Web Goes Mobile #3, Brussels, Belgium. Copyright Paul Golding, 2008
2 Paul G - Book and blog... wirelesswanders.com Copyright Paul Golding, 2008
3 Paul G - Credentials... Mobilist since 1990, last 12 in applications Worked in all parts of the mobile ecosystem Wireless Wanders consulting (UK), ThumbJot (UK) Advisory board mConnected (Singapore) Recently Chief Applications Architect, Motorola Architect/designer of numerous mobile/Internet solutions Holder of 14 patents in mobile technology Workshops, consulting,training: O2, Vodafone, 3 UK, 3 Italia, Virgin Mobile, Etisalat, Du, BSkyB, OMTP, BT, GSMA, Netscape, Morroc Telecom, Orascom, CSL, Al Jazeera, Lucent, NTT DoCoMo, MTC, Extreme, Metrowalker, B&Q... Copyright Paul Golding, 2008
4 What is Mobile 2.0? Is it signiﬁcant? Is it useful? How do we use it?
Starts with the device 5 Mobile 1.0 Mobile 2.0 First internet-capable mobile First internet-centric mobile Poor user experience Usable!
Mobile 2.0 - from talking to doing 6 Organise lunch with friends Feel notiﬁcations via watch “sleek device” Find a popular meeting place Share video clips Locate the meeting place Hail a taxi Sense “friend of a friend” in the area Talking Compare shopping prices (via barcodes) Find somewhere to eat Scan & Share the bill Pin feedback about the eatery in mid-air Find CRM data for making a deal Network with friends, contacts, associates etc..... More of our digital living can be managed via the mobile. This presents many opportunities. Copyright Paul Golding, 2008
7 How much do people really use their mobiles?
8 First laptop 1985 (Toshiba) 400 million laptops today First iPod 2001 (Apple) 200 million iPods today 1.2 Billion mobiles sold annually! 59 countries: mobiles > people! 1.2 billion active email users versus 2.5 billion active text users! 50% email senders want reply < 24 hours 84% texters want reply < 5 minutes! Mobile 2.0 - the ‘remote control’ for digital living
9 BUT... Is it accessible?
10 NO!...hard with 1.0 Developers Tools &! Software Operator! Platform Licensors! (Content) Internal! Applications but... Partners Copyright Paul Golding, 2008
11 YES!...easier with 2.0 OPEN OPEN Ideation +! Developers Programming OPEN Tools &! Open source Software OPEN Web 2.0! Internet! (e.g. Flickr,! OPENING Platform Services/! Google,! Content Yahoo,! Facebook,! Operator! Blogs,! Platform Etc.) OPEN quot;Mash-Upquot;! Services OPEN Internal! Partners (e.g. geo-blogging! Services = Location + blog + photos/videos) Producers! Operator Ecosystem Advertisers Copyright Paul Golding, 2008
12 BUT...are mobile users reachable?
Some ways to engage with mobile users... 13 Text messaging quiz Product alerts In-call announcements Mobile coupons Mobile landing page IVR Text 4 content Location-texting Interstitial voice ads YES! Text polling QR Codes Mobile IM Mobile microsite Bluetooth Presence Mobile portal Videophony Promo MIDlets Mobile RSS Video clip alerts Promo iPhone-lets Mobile Ads Cell broadcast Web-start Icons WAP Push Flash texting Photo uploads Mobile games Ambi-ads RFID Tell-a-friend texting Interstitial TV ads Click-to-call etc...there are at least 20 more that I know of....
14 Mobile 2.0 Drivers Increased device usability Greater Web 2.0-dependency More data-friendly tariffs Social networks are mobilizing App stores Greater user participation Transactional capability (€)
! Lots of devices Lots of technologies Lots of tools Lots of ideas Lots of confusion Mobilising can be messy You will need a strategy (C) Copyright Paul Golding, 2008
Experiences quot;Servicesquot; Service Enablers (e.g. Presence, IM, VoIP, Media Store) Platforms and Networks (e.g. SDP, IMS, Billing) (e.g. 3G, WiMAX, DVB-H) Message = try to think about UX Designate a UXA, cultivate the UX mindset Focus: User Experience! (C) Copyright Paul Golding, 2008
Brainstorm your UX values... e.g. “Seamless” Experience = seamless integrated experience across all channels (web, mobile, TV etc.) e.g. “Connected” Experience = easy to connect…with people, places and “my digital world” (e.g. my blogs, my social Example: networks, my virtual worlds) Times Mobile has the UX goal of e.g. “Personalised” “Flow” Experience = personalised and highly relevant services, and increasingly context-aware Copyright Paul Golding, 2008
Mobile 2.0 - Some Success Criteria 18 Successful Mobile Experience Discovery Unboxing Investing Passion/ Accessible/ Anticipation Conversation Evangelism Contextual Can I easily ﬁnd Does it work out Is this easy to I will want to I can easily use the service? of the box? use? I will love using I can easily keep coming this with others this because... bump into this back because... Does it say Can I play Why should I because... I can easily ﬁnd something immediately or carry on using I will want to tell I look forward to others meaningful to do I have to “get this? others It understands new features me on the box? it?” because... my needs because... It adapts to my Can I easily because... social Does it make Can I invite ‘bump into’ If I stop using relationships me a promise? others? this? this, I will miss it It adapts to my because... situation It adapts to my Is it one click Does it get because... social context away? better the more I How is my use it? loyalty rewarded? Mobile Web 2.0 Ecosystem Transparent business terms and tariff Open, secure and extensible architecture Reliable network/technology Copyright Paul Golding (www.paulgolding.com) 2008 Copyright Paul Golding, 2008
Think about seamless multi-channel user experience! Producers Ideas Events News Opinions Media Content Management Platform Mobile Channel Broadcast Channel Web Channel Socially-enable Mobile as umbilical to ALL everything channels Make seamless for users, BUT Utilise cross-channel also developers, partners and personalization/bundling advertisers (C) Copyright Paul Golding, 2008
Build seamless ecosystem using Web 2.0 Middle Browser ware <meta-data> Middle ODP Workﬂow/CRM ware Rich Media Middle ware CMS Social Platform(s)/API Web 2.0 Afﬁliation DVB-H Middle ware Open APIs Middle Others ware <meta data> Social Afﬁliation Uniﬁed workﬂow Mashable/open Ecosystem (C) Copyright Paul Golding, 2008
Adopt the right mobilization approach 21 “Shrink to ﬁt” “Umbilical Cord” Content Services BIG Mobile touch-points Small Replication of experience “Always on” mobile engagement
22 ! Native or Browser Almost certainly BOTH... ? be guided by UX goals, touch-points and design, not dogma (C) Copyright Paul Golding, 2008
Opportunity: Social Applications 23 Rankings Poking Highscores Ratings Gifting Quizzes Polling Messaging Web 2.0 (“GGG”) Social APIs
24 Today: Silo mobile architecture... Rich IO Browser Messaging Comms Media (Sensors) Web Telco Telco OS OS bound bound bound bound bound
25 Future: Rich Mobile Applications Rich IO Messaging Comms Media (Sensors) API API API API Ofﬂine sync Browser “Always on” web Web 2.0 “Mobile OS” (e.g. Widgetization) API API Telco Telco OS OS
Possible Mobile 3.0 tipping points (TP)... 26 TP = Rich Mobile Browsers? TP = Femtocells? Rich Mobile Apps Agile Sensor Access Proliferation TP = RFID? Smartphone Adoption Mobile 3.0? Cloud (immersion) Computing TP = Android? App Social TP = Multi-network Stores Computing content vending? TP = iPhone? TP = Social APIs? All of these technologies have already landed! Mobile 3.0 = when most of our digital services will become mobilized
27 Summary Mobiles are a BIG part of our lives, getting bigger = more mobilization! Mobiles will play greater role in ‘digital life management’ (remote control?) Numerous touch-points can be exploited, more to come (e.g. sensors) Many drivers - Web 2.0 dependency, devices, tariffs, etc. User Experience is important, inc. multi-channel (seamless) Social applications present major opportunity (generally) Future is immersion in richer mobile services - just waiting for the tipping points, not the technology (except for ongoing device improvement)
Thank you Paul Golding firstname.lastname@example.org wirelesswanders.com Follow @pgolding (C) Copyright Paul Golding, 2008
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