going mobile with mobile 2.0 (v0.2)
DESCRIPTION
Basic non-technical introduction for non-mobilists about creating mobile apps in a mobile 2.0 world. Also hint of the future with Mobile 3.0.TRANSCRIPT
Going Mobile in a Mobile 2.0 WorldPaul Golding (04-Dec-2008) v0.2
Web Goes Mobile #3, Brussels, Belgium.
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Copyright Paul Golding, 2008
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Paul G - Book and blog...
Copyright Paul Golding, 2008
wirelesswanders.com
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...
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Copyright Paul Golding, 2008
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What is Mobile 2.0?Is it significant?
Is it useful?How do we use it?
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Mobile 2.0Mobile 1.0
First internet-centric mobileFirst internet-capable mobileUsable!Poor user experience
Starts with the device
Organise lunch with friendsFeel notifications via watch “sleek device”Find a popular meeting placeShare video clipsLocate the meeting placeHail a taxiSense “friend of a friend” in the areaCompare shopping prices (via barcodes)Find somewhere to eatScan & Share the billPin feedback about the eatery in mid-airFind CRM data for making a dealNetwork with friends, contacts, associatesetc.....
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Copyright Paul Golding, 2008
More of our digital living can be managed via the mobile. This presents many opportunities.
Talking
Mobile 2.0 - from talking to doing
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How much do people really use their
mobiles?
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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!
Mobile 2.0 - the ‘remote control’ for digital living
1.2 billion active email users versus 2.5 billion active text users!
50% email senders want reply < 24 hours84% texters want reply < 5 minutes!
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BUT...Is it accessible?
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Internal!
Applications
Partners
Developers
Operator!
Platform
Licensors!
(Content)
Tools &!
Software
Copyright Paul Golding, 2008
NO!...hard with 1.0
but...
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Internet!
Services/!
Content
"Mash-Up"!
Services
(e.g. Flickr,!
Google,!
Yahoo,!
Facebook,!
Blogs,!
Etc.)
(e.g. geo-blogging!
= Location + blog + photos/videos)
Web 2.0!
Platform
Partners
Developers
Operator!
Platform
Internal!
Services
Operator Ecosystem
Tools &!
SoftwareOpen source
Ideation +!
Programming
Producers!
Advertisers
Copyright Paul Golding, 2008
YES!...easier with 2.0OPEN
OPEN
OPEN
OPEN
OPEN
OPEN
OPENING
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BUT...are mobile users reachable?
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Text messaging quiz
Mobile coupons
Text 4 content
Text polling
Mobile microsite
Mobile portal
Mobile RSS
Mobile Ads
WAP Push
Mobile games
Tell-a-friend texting
Product alerts
Mobile landing page
Location-texting
QR Codes
Bluetooth
Videophony
Video clip alerts
Cell broadcast
Flash texting
Ambi-ads
Interstitial TV ads
In-call announcements
IVR
Interstitial voice ads
Mobile IM
Presence
Promo MIDlets
Promo iPhone-lets
Web-start Icons
Photo uploads
RFID
Click-to-call
YES!
Some ways to engage with mobile users...
etc...there are at least 20 more that I know of....
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Mobile 2.0 DriversIncreased device usability
Greater Web 2.0-dependencyMore data-friendly tariffs
Social networks are mobilizingApp stores
Greater user participationTransactional capability (€)
!Mobilising can be messyYou will need a strategy
Lots of devicesLots of technologiesLots of toolsLots of ideasLots of confusion
(C) Copyright Paul Golding, 2008
Platforms and Networks
Service Enablers
Experiences
(e.g. SDP, IMS, Billing) (e.g. 3G, WiMAX, DVB-H)
(e.g. Presence, IM, VoIP, Media Store)
"Services"
Focus: User Experience!
Message = try to think about UXDesignate a UXA, cultivate the UX mindset
(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 networks, my virtual worlds)
e.g. “Personalised”Experience = personalised and highly relevant services, and increasingly context-aware
Copyright Paul Golding, 2008
Example:Times Mobilehas the UX goal of
“Flow”
Successful Mobile Experience
Discovery
Can I easily find the service?
Does it say something meaningful to me on the box?
Does it make me a promise?
Is it one click away?
Unboxing
Does it work out of the box?
Can I play immediately or do I have to “get it?”
Can I invite others?
Investing
Is this easy to use?
Why should I carry on using this?
Can I easily ‘bump into’ this?
Does it get better the more I use it?
Passion/Evangelism
I will love using this because...
I will want to tell others because...
If I stop using this, I will miss it because...
How is my loyalty rewarded?
Anticipation
I will want to keep coming back because...
I look forward to new features because...
Conversation
I can easily use this with others
I can easily find others
It adapts to my social relationships
It adapts to my social context
Accessible/Contextual
I can easily bump into this because...
It understands my needs because...
It adapts to my situation because...
Mobile Web 2.0 Ecosystem
Transparent business terms and tariff
Open, secure and extensible architecture
Reliable network/technology
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Copyright Paul Golding (www.paulgolding.com) 2008
Mobile 2.0 - Some Success Criteria
Copyright Paul Golding, 2008
Mobile as umbilical to ALL channels
Utilise cross-channelpersonalization/bundling
Socially-enableeverything
Make seamless for users, BUT also developers, partners and advertisers
Mobile Channel Web ChannelBroadcast Channel
Producers
Ideas Events News Opinions
Content Management Platform
Media
(C) Copyright Paul Golding, 2008
Think about seamless multi-channel user experience!
CMS
Middleware
Browser
ODP
Rich Media
DVB-H
<meta-data>
Others
<meta data>
Unified workflow
Social
Mashable/open
Affiliation
Ecosystem
SocialPlatform(s)/API
Open APIs
Web 2.0
Middleware
Middleware
Middleware
Middleware
(C) Copyright Paul Golding, 2008
Build seamless ecosystem using Web 2.0
Workflow/CRM
Affiliation
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BIGContent Services
Mobile touch-points
“Shrink to fit” “Umbilical Cord”
Replication of experience “Always on” mobile engagement
Adopt the right mobilization approach
Small
! ?Native orBrowser
Almost certainly BOTH...be guided by UX goals, touch-points and design, not dogma
(C) Copyright Paul Golding, 2008
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23Opportunity: Social Applications
Rankings Poking Highscores
PollingQuizzesGifting Messaging
Ratings
Social APIs
Web 2.0 (“GGG”)
Today: Silo mobile architecture...
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Browser Messaging CommsRich
Media
Webbound
Telcobound
Telcobound
OSbound
IO(Sensors)
OSbound
Future: Rich Mobile Applications
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Messaging Comms RichMedia
Telco Telco OS
IO(Sensors)
OS
Web 2.0 “Mobile OS”API API
BrowserOffline sync
API APIAPIAPI
“Always on” web(e.g. Widgetization)
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Rich Mobile Apps
AppStores
SensorProliferation
AgileAccess
CloudComputing
SmartphoneAdoption
Mobile 3.0?(immersion)
TP = Rich Mobile Browsers?
Possible Mobile 3.0 tipping points (TP)...
TP = RFID?
TP = Multi-networkcontent vending?
TP = Android?
TP = Femtocells?
TP = iPhone?
All of these technologies have already landed!Mobile 3.0 = when most of our digital services will become mobilized
SocialComputing
TP = Social APIs?
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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)
