Mobile 2.0: Design & Develop for the iPhone and Beyond

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Published on October 21, 2008

Author: fling

Source: slideshare.net

Mobile 2.0 Design & Develop for the iPhone and Beyond by Brian Fling Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

WILLKOMMEN! BIENVENUE! WELCOME! BENVENUTO! BIENVENIDO! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

WHO AM I? Mobile Designer since 2000. Worked for the first MVNO in North America. Has worked directly with all Tier 1 carriers in North America and most of Tier 2. Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. Runs mobiledesign.org, one of the largest communities of mobile designers. Co-creator of Leaflets for the iPhone. Author of the dotMobi Mobile Web Developers Guide. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

WHO ARE YOU? How many of you are developers? How many of you are designers? How many of you are entrepreneurs? How many of you have created a mobile site for any mobile platform? How many of you own an iPhone (2.5G or 3G)? How many have created iPhone-specific sites? How many of you shouldn’t be here because you’re actually chefs? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Part One WHY MOBILE IS UTTERLY HORRIBLE AND WHY YOU SHOULD RUN AWAY Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

A Brief HISTORY of MO B I L E Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

IN THE BEGINNING... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Perceptions haven’t much changed since. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

It is up to us to change how people use mobile technology Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Brick Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Jargon Alert G as in 2G, 2.5G and 3G. The generations of mobile networks. O cially there are only 1G, 2G & 3G, but several midpoints have been defined as 2.5G, 2.75G, etc. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Brick Era Portable! Fits in a Briefcase Sparse cellular network Voice calls only Costs more per call than a pay phone Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Brick Era Candy Bar Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The Candybar Era GSM, CDMA, TDMA, iDEN More cellular towers Less power needed, much smaller Better voice quality Added SMS Still just a phone Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Brick Era Candy Bar Era Feature Phone Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The Feature Phone Era GPRS, HSCSD, WiDEN Data-capable devices Addition of Mobile Web Camera phones & MMS Mass adoption as airtime rates lower Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Brick Era Candy Bar Era Smart Phone Era Feature Phone Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The Smart Phone Era GPRS, HSDPA, WI-FI The Mobile Platform becomes key Email a primary driver in sales A push for Push Notifications Very “gadgety” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Brick Era Touch Era Candy Bar Era Smart Phone Era Feature Phone Era 1970 1980 1990 Mobile Evolution 2000 2010 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

“ Change occurs because there is a gap between what is and what should be. ” — Craig McCaw Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

the mythical “Future-Phone” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

come. The iPhone is the shape of things to Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The Touch Era GPRS, HSPDA, EVDO, Wi-Fi A focus on haptic interfaces Accelerometers GPS/Location-based Subscriber-centered design Rich interfaces A media platform “It’s about the web” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Gartner’s PREDICTIONS for 2009 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Gartner’s Predictions 1. Established Vendors Consolidate and New Players Join the Fray 2. Device Vendors Build Out Ecosystems 3. Device Makers Remove Complexity for Users 4. Mobile Devices Become Lifestyle Statements 5. High-End Device Platforms Become “Field- Refreshable” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

These are not predictions. It’s happening. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The MOBILE ECOSYSTEM Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Jargon Alert Mobile 1.0 The first two generations of browsers and hardware used to view the web on mobile devices. Design and development for these devices was highly di cult due to the constraints of the technology. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

IT IS ROUGH... We have to deal with a lot of junk! ARPU, depending on application goals Operators (Vodafone, T-Mobile, AT&T, et al) Di erent languages (Java, C++, BREW) Poor support for web standards (CSS, XHTML, JS) The “Deck” Handsets (about a bajillion of them) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Layers of Mobile Services Applications The mobile ecosystem Application Frameworks has many layers. Operating Systems Each with their own Platforms complexities and obstacles. Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Layers of Mobile Services Applications A mobile network operator (MNO) also known as... Application Frameworks • a wireless service provider Operating Systems • a wireless carrier Platforms • a mobile phone operator Handsets • a cellular company ...is a telephone company that Networks provides services for mobile Operators Operators phone subscribers. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Jargon Alert Mobile Service Provider A broad term to describe the mobile network provider that provides subscribers wireless access to voice and data services. Also known as a mobile network operator, or MNO in the telecommunications industry, though usually referred to as carriers in North America and operators elsewhere in the world. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Rank Company Primary Markets Network Subscribers* 1 China Mobile China (including Hong Kong) GSM, GPRS, EDGE 337.9 mil GSM, GPRS, EDGE, 2 Vodafone Europe, Australia, New Zealand, Africa UMTS, HSDPA 206 mil GSM, GPRS, EDGE, 3 Telefonica Europe, Latin America UMTS, HSDPA 154.8 mil Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. 4 China Unicom China GSM, GPRS, CDMA 153.1 mil GSM, GPRS, EDGE, 5 America Movil Mexico, Latin America UMTS, CDMA 137.2 mil GSM, GPRS, EDGE, 6 T-Mobile Europe, USA UMTS, HSDPA 111.8 mil GSM, GPRS, EDGE, 7 MTS Russia UMTS 74.67 mil GSM, GPRS, EDGE, 8 Orange Europe, Netherlands, Africa UMTS, HSDPA 73.2 mil GSM, GPRS, EDGE, 9 Telenor Netherlands, Eastern Europe UMTS 68 mil GSM, GPRS, EDGE, 10 AT&T USA UMTS, HSDPA 63.7 mil * Proportionate subscribers in millions as of June 2007. Sources: Companies Annual Reports Top Network Operators

Jargon Alert ARPU Average Revenue Per User A term used to describe the financial value of a program, application or service. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Layers of Mobile Services Applications Mobile networks communicate through electromagnetic radio Application Frameworks waves with a cell site base station, the antennas of which Operating Systems are usually mounted on a Platforms tower, pole or building. They are often referred to by Handsets their generation and/or Networks Networks standard. Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Jargon Alert G as in 2G, 2.5G and 3G. The generations of mobile networks. O cially there are only 1G, 2G & 3G, but several midpoints have been defined as 2.5G, 2.75G, etc. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

2G Second generation of mobile phone standards and technology Speeds GSM Global System for Mobile communications 12.2 kbits/s GPRS General Packet Radio Service max 60 kbits/s EDGE Enhanced Data rates for GSM Evolution 59.2 kbits/s HSCSD High-Speed Circuit-Switched Data 57.6 kbits/s Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. 3G Third generation of mobile phone standards and technology Speeds W-CDMA Wideband Code Division Multiple Access 14.4 Mbits/s UMTS Universal Mobile Telecommunications System 3.6 Mbits/s UMTS-TDD Time Division Duplexing 16 Mbits/s TD-CDMA Time Divided Code Division Multiple Access 16 Mbits/s HSPA High-Speed Packet Access 14.4 Mbits/s HSDPA High-Speed Downlink Packet Access 14.4 Mbits/s HSUPA High-Speed Uplink Packet Access 5.76 Mbit/s GSM Mobile Networks

Other Network Technologies CDMA & EVDO iDEN & WiDEN WiMAX Worldwide Interoperability for Microwave Access, is a telecommunications technology aimed at providing wireless data over long distances in a variety of ways, from point-to-point links to full mobile cellular type access. WiMAX allows a user, for example, to browse the Internet on a laptop computer without physically connecting the laptop to a router or switch port via an ethernet port. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Layers of Mobile Services Applications Application Frameworks A mobile handset or “mobile Operating Systems phone” is a long-range, portable electronic device Platforms used for mobile Handsets Handsets communication. Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Handsets! Copyright 2008 Garrett Murray <info@garrettmurray.net> Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Other Applications Smart Phones Phone, Web, SMS Feature Phones Comparing Mobile Devices Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Layers of Mobile Services Applications Application Frameworks Operating Systems The core mobile development platform in which all software Platforms Platforms is written. Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Licensed Java ME (or J2ME) is a specification of a subset of the Java platform aimed at Java ME providing a certified collection of Java APIs for the development of software for small, resource-constrained devices such as cell phones, PDAs and set-top boxes. BREW is an application development platform created by Qualcomm for mobile BREW phones. It is air-interface independent, i.e. it can support GSM/GPRS, UMTS, and CDMA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Windows Mobile is a compact operating system combined with a suite of basic Windows Mobile applications for mobile devices based on the Microsoft Win32 API Proprietary Palm C/C++ based BlackBerry Java-based Danger’s Hiptop Java-based Apple’s iPhone Objective-C Open Source Android Java-based Mobile Platforms

Layers of Mobile Services Applications Application Frameworks Operating systems are common in Smart Phones, but Operating Systems Operating Systems rare in Feature phones. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Symbian OS is a open-source operating system, designed for mobile Symbian devices, with associated libraries, user interface frameworks and reference implementations of common tools. Windows Windows Mobile is a compact operating system combined with a suite of Mobile 6 basic applications for mobile devices based on the Microsoft Win32 API Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Used by Palm’s TREO line of mobile phones, though gradually being Palm OS replaced by Windows Mobile. Increasingly used in mobile phones. The new RAZR uses Linux as its Linux Operating System. OS X Used by Apple’s iPhone and iPod Touch. Android Used by Android Phones and can be customized by Operators. Mobile Operating Systems

Layers of Mobile Services Applications A software framework that is Application Frameworks Application Frameworks used to implement the standard structure of an Operating Systems application for a specific operating system. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Applications written in the Java ME framework can often be deployed Java across the majority of Java-based devices. Applications written in the BREW framework can often be deployed BREW across the majority of BREW-based devices. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Applications written using the Flash Lite 2.0 and Action Script 2.0 Flash Lite frameworks can run using the Flash Lite Player. Windows Applications written using the Win32 API can be deployed across the Mobile 6 majority of Windows Mobile-based devices. Applications written using the iPhone version of the Cocoa can be Cocoa Touch deployed on iPhone’s and iPod Touches. Web Applications can be deployed across the majority of devices that Web support the WAP 2.0 specifications and run using a mobile web browser. Application Frameworks

Layers of Mobile Services Mobile applications often are Applications Applications designed to serve a particular function or purpose. Application Frameworks Example applications may Operating Systems include Games, Web Browser, Camera or Media Player. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR The epitomy of Mobile 1.0, and probably the most prolific device. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR The epitomy of Mobile 1.0, and probably the most prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of Mobile 1.0, and probably the most prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of V3c/i/r: O penwave 6 .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific device. Also, the perfect example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa Also, V3x: the perfect Op example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa Also, V3x: the perfect Op example of handset madness™ to the extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa the perfect Also, V3x: Op example of handset R) 6.80.53madness™ to the (9 pera 8.0 V3xxi: O extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of penwave 6 V3c/i/r: O .2.3.4.c.1.10 Mobile 1.0, and 9 probably the most V3m/V9m: Teleca-Obigo 4.0 prolific edevice. 6 .2.3.1 . c.1.1 12 v enwa Also, pera 8perfect3 V3 V: OO the x 8: p .5 (08.B7.2 R) example of handset R) 6.80.53madness™ to the (9 pera 8.0 V3xxi: O extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

THE RAZR V3m: Open wave 6.2.3.1 .c.1.115 3 .2 ave 6.2. V3: Openw The epitomy of V3c/i/r: O Mobile 1.0, andF 9 This isn’t even HALF O penwave 6 .2.3.4.c.1.10 V3m/V9m: Teleca-Obigo 4.0 ELS! probably the most THE MOD device.2 prolific e 6.2.3. 1.c.1 .11 v enwa Also, pera 8perfect3 V3 V: OO the x 8: p .5 (08.B7.2 R) example of handset R) 6.80.53madness™ to the (9 pera 8.0 V3xxi: O extreme! Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Photo copyright Jeremy Plemon

Layers of Mobile Network-based services are Services Services often available at the Application, Framework, or Applications OS level to enhance the relevance of information. Application Frameworks Example services may include Operating Systems The Internet, Messaging or Location. Platforms Handsets Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

All of these layers must be passed through before you get to the content. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Why the MOBILE WEB? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Size, Depth, Breadth Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

why the MOBILE WEB? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

20 Million Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

20 Million United Kingdom (50m) Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

20 Million United Kingdom (50m) United States of America (303m) Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

20 Million United Kingdom (50m) United States of America (303m) European Union (495m) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Source: Wikipedia Population of the Earth

20 Million United Kingdom (50m) United States of America (303m) European Union (495m) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. China (1.3 billion) Source: Wikipedia Population of the Earth

Mobile Web of Today Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile Web of Today Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile Web of Today Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile Web of Today Mobile Web Access (1.3b) Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Mobile Web Access (1.3b) Desktop Web Access (1.1b) Sources: GSM Association, T-Mobile, Credit Suisse, Pyramid Research Mobile Web of Today

Mobile Web of Tomorrow Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

2010 Mobile Web of Tomorrow Mobile Web Subscribers by Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

2010 50% of the planet! Mobile Web of Tomorrow Mobile Web Subscribers by Source: Informa Telecoms & Media 2006 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The mobile web is the most cost-e ective way to reach HALF THE PLANET. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

We are at the precipice of the next generation of THE WEB. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

BUT... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

BUT... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

MOBILE WEB of Today Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

MARKUP Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Largely relies on table-based designs, though no one admits it. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

STYLESHEETS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Limited CSS support. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Virtually no “cascade.” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

JAVASCRIPT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

No Javascript. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Use of “WEB STANDARDS” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Web Standards techniques and principles don’t apply. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

BUT... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Part Two WHY MOBILE IS GOING TO CHANGE EVERYTHING WE KNOW TO BE TRUE Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

6 Months Ago... Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

MOBILE as a MEDIUM Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Tomi Ahonen 3G Strategy Consultant Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Recordings Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Recordings Cinema Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Recordings Cinema Radio Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Recordings Cinema Radio Television Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Recordings Cinema Radio Television The Internet Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Printing Press Recordings Cinema Radio Television The Internet Mobile Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Benefit #1 FIRST TRULY PERSONAL MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Benefit #2 FIRST ALWAYS ON MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Benefit #3 FIRST ALWAYS CARRIED MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Benefit #4 ONLY MASS MEDIA WITH A BUILT IN PAYMENT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Benefit #5 POINT OF THOUGHT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile is the only mass media that can do EVERYTHING the previous six can do. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

PLUS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile has the potential to reach anybody through ANY MEDIUM. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Jargon Alert LBS Location-based Services The ability for a mobile device to provide information that is relevant to it’s physical location via a Global Positioning System (GPS). Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

GPS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

GPS TRIANGULATION Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Prepare for a truly CONTEXTUAL WEB. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Mobile will REVOLUTIONIZE the way we gather and interact with information in the NEXT TWO YEARS. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

DESIGNING for CONTEXT Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The 3 C’s of the Mobile Web Cost Content Context If you don't Issues like What does your develop your navigation, image website add to the mobile website sizes, page weight users mobility? responsibly, the and scripts all How do you add user could get need to be value to the their stuck with a big considered when physical context? bill in order to thinking about What is the view your content. your website on context in which mobile devices. they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The 3 C’s of the Mobile Web Cost Content Context If you don't Issues like What does your develop your navigation, image website add to the mobile website sizes, page weight users mobility? responsibly, the and scripts all How do you add user could get need to be value to the their stuck with a big considered when physical context? bill in order to thinking about What is the view your content. your website on context in which mobile devices. they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

The 3 C’s of the Mobile Web Cost Content Context If you don't Issues like What does your develop your navigation, image website add to the mobile website sizes, page weight users mobility? responsibly, the and scripts all How do you add user could get need to be value to the their stuck with a big considered when physical context? bill in order to thinking about What is the view your content. your website on context in which mobile devices. they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Jargon Alert Context The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed. Considered together with the surroundings or circumstances. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Tip #1 ADDRESS THE INHERENT BENEFITS OF THE MEDIA. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

7 th MASS MEDIA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

5 unique benefits First truly personal mass media e.g. We don’t share our phones with our spouses First always-on mass media Information is always available 24/7, even when idle First always-carried mass media 7 out of 10 people sleep with their phones within reach Only mass media with a built-in payment channel Universal click-to-buy—twice as many people have phones than credit cards O ers point of thought Ability to create of consume content whenever the mood strikes Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Tip #2 LOOK AT YOUR CONTENT IN MULTIPLE FACETS OF DISTRIBUTION. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

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