digital briefing 2010 – mobile business innovation
DESCRIPTION
The term ‘mobile’ covers much more than just mobile telephones. It is both a physical and mental state that you as a leader must keep in mind when developing future products and services. Gain insight into what it means in reality to go mobile. Gain an understanding of different needs and desires for communication and interaction while on the go, and see what business opportunities the new communication landscape represents for your company. [email protected] VP Marketing and Business Development [email protected] Web strategist Creuna SwedenTRANSCRIPT
UNDERSTANDING THE NATURE OF MOBILE
Creuna Digital Briefing 2010Mobile Business Innovation
#DigitalBriefing
THE SPEAKERSFredrik:
+46 733 137 077 [email protected]
twitter.com/hornsten
Martin:+46 733 113 [email protected]/martindeinoff
RETROSPECTION
WE ARE AT A BREAKING POINT
INFORMATION
PRINTRADIO
REACH
PRINTRADIO
RECORDINGS
FEELINGS
PRINTRADIO
RECORDINGSTELEVISION
ENTERTAINMENT
PRINTRADIO
RECORDINGSTELEVISION
INTERNETALL-IN-ONE
MOBILE...is with us all the time...reinvents interaction models...uses built-in hardware features...has built in personalization
PERSONAL
THE FUTURE
IT DOES NOT END HERE
MOBILE NOW
It is with us all
the time
Let me Google that for you!
Let me show you!
Let me suggest a wine for that fish?
Let me find a place for lunch!
Kanske ta bort...
It reinvents interaction models
It uses built-in
hardware features
Get the best price!
http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
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...or Google anything with your camera!
Track your run...
...or your sleep cycle!
...or your music!
It has built in personalization
The users digital ecosystem
Social hub!
Built in payment
BEING MOBILE
WE ARE MOBILE
“THE BEST DEVICE IS THE ONE YOU HAVE WITH YOU”
“THE BEST DEVICE IS THE ONE YOU HAVE EASY ACCESS TO”
“THE BEST DEVICE IS THE ONE THAT IS BEST FOR THE TASK”
? ?
???
web
app
e-com
intranet
Desktop
SmartphoneLaptop
Slate
TV Kiosk
The Context influence Needs & Behaviors
wake up - check mailread the news - breakfast subway - FacebookGoogle Docs - at work on the way home - recipe on the smartphoneaccount balance - while shopping in the sofa - game + tv + music + webb +...
MICROTASKING
OK... CONTEXT IS PRESIDENTBUT CONTENT IS STILL KING
MOBILE STUFF IS COOL BUT IN THE END OF THE DAY IT’S JUST TECHNOLOGY
MOBILIZE
Source: Morgan Stanley
2007 2010 2013 2016
Desktop Internet Users Mobile Internet Users
Mobile will rule them all by 2014!
Mobile first!
Gives you an easy start
Market is exploding Extends your opportunities
Keeps you focused
Five rules to go
mobile
Simplicity is God!1
Think about: Mobile limitations provides focus - keep it that way! Prioritize and don´t be afraid to skip featuresFocus on the users task and optimize for it
2Context is president! 2
Desktop
SmartphoneLaptop
Slate
TV Kiosk
The Context influence Needs & Behaviors
Think about:
Think user-goal not platform
Be focused, tie closely to a specific context
Physical conditions like light, noise and temperature
Open API’s can do the work for you
3App or web?Don´t
choose! 3
It´s all about usage
0
12,5
25
37,5
50
Symbian Blackberry Apple Microsoft Android Other
Market share App download and usage
%
Gartner Q1 2010: Market Share
AdMob Operating System Share, May 2010
...and web as a long term solution!
Think about: Define Your Audience Look at the downloading and usage pattern Look at the ecosystem around the appAlways build web for the long-run!!!
4Users have advanced technology - use it!4
GPSWIFI
Local storage
Camera Multitouch Interface
VideoBackground notifications
Accelerometer
Gyro
Soundrecording
Bluetooth
RFID
Think about: The different terminal sensors are your connection to the physical world
Only do what can not be done with usual means, remember the flaws
Use the technology to extend your product
The development can be costly, try to use mashups and do careful ROI
5Use users existing
digital ecosystem 5
Think about: Use the fact that the mobile is personalizedBuild in connections to social networks Use built in payment and service systems
THE SPEAKERSFredrik:
+46 733 137 077 [email protected]
twitter.com/hornsten
Martin:+46 733 113 [email protected]/martindeinoff
UNDERSTANDING THE NATURE OF MOBILE
Creuna Digital Briefing 2010Mobile Business Innovation
#DigitalBriefing