the wild west of mobile

The wild west of mobile August 20, 2008

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar2

The Western Expansion

• In 1803, Andrew Jackson effects the Louisiana Purchase from France

• Suddenly …


The Mobile Expansion


Go West, Young Brand - Overview

• Mobile Landscape– User

– Carrier

– Marketer

– Device

• Findings and Lessons– Mobile and Teens

– Mobile and Adults

– User Centric Design

• Stump the Chump


The mobile landscape:End Users

The mobile landscape:End Users


Mobile – there’s gold in them hills!

• 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively




• 88.4 million US households have at least one phone, average has 2.1 devices





• 89% of consumers have a mobile phone






• 17% of users are now on the mobile web – 34.6 million people







• More than 33% of users send and receive text messages







• More than 33% of users send and receive text messages

• 30% of US adults have a web-enabled phone, and 40% have some form of data service


The market is almost saturated

Rates of cell phone adoption (US households)

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

2001 2005 2008 2012


But there is still room for meaningful growth

• 17% increase in smartphones (up from 10% in 2007)




• Average spend on new devices - $101 (up $9 vs. previous 6 months)





• 33% obtained their handsets for ‘free’ (previously 36%)






• 40% ranked style and design as the most important consideration in choosing






• 40% ranked style and design as the most important consideration in choosing

• Average handset life is 17.7 months (16.6 months in 2006)


User sophistication is a barrier to adoption

– There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers,

• suggesting that some users aren’t fully aware of their handset’s capabilities.





– Users don’t know what features their devices have, and therefore are not tempted to use paid services

• Over 75% of phones have browsers

• But only 45% of users know it

• Ultimately, 25% of all users are on the mobile web


The mobile landscape:The Carriers

The mobile landscape:The Carriers


Consumers don’t like or trust the carriers. They switch plans quickly.


To minimize churn, carriers are offering unlimited plans.

This opens new horizons for the US consumer.


Data is Clearly Becoming King

• While voice ARPU continues its march downward…

• …users’ appetite for data is surging and showing no signs of abating

“Voice plans are pretty pricey, so I try to be a texter”

“It’s one of those things that once you have it, you don’t know what you did without it.”


Many Platforms, Many Phones


Caution: Net Neutrality

• Carriers want to retain control




• Brands need their permission




• Brands need their permission

• This will change over time– Android

– White Space


The mobile landscape:The Marketers

The mobile landscape:The Marketers


Some major prospectors: Text Advertising

• Major brands adopting and pushing forward in many verticals– Consumer Brands – Procter and Gamble, Coca Cola


Some major prospectors: Transactional


– Online Banking – Bank of America, Citibank, Barclays, Wachovia


Some major prospectors: Transactional


– Online Banking – Bank of America, Citibank, Barclays, Wachovia

– Travel – Kayak, Orbitz, Delta


Some major prospectors: Social

• Major brands adopting and pushing forward in many verticals– Online Banking – Bank of America, Citibank, Barclays,

Wachovia

– Travel – Kayak, Orbitz, Delta

– Consumer Brands – Procter and Gamble, Coca Cola

– Social Networking – Facebook, MySpace, Google, etc…


Caution: Rapid Change


The bar is raised, and the game is changedThe bar is raised, and the game is changed


The bar is raised, and the game is changed

• Phone as fashion accoutrement

• Phone as all purpose digital accessory

• Phone as extension of persona

The bar is raised, and the game is changed

• Phone as fashion accoutrement

• Phone as all purpose digital accessory

• Phone as extension of persona


And it will open more with Android

• Rumor: HTC will be making multiple phones for the Android Platform

• Fact: The Dev Community is a little mad due to a buggy SDK, some people think it’s vaporware

• My .02 – Google is throwing money at it, they’ll make it so.


Rich User Experiences are Needed to Drive the Mobile Phone Market

• Aside from the experience delivered by the iPhone, a lack of rich user interactions on the mobile phone is a pain point for many consumers

43


But for the Phone to Succeed, the User Experience Must be Compelling

• AT&T experienced a sharp rise in subscribers after the release of the iPhone as users flocked to the device due to its engaging user interface and ease of use

44

“I chose an iPhone. Nokia had all the features but their user interface is terrible.”


The Mobile Device is Destined to be a Jack of All Trades

• At least 40% of all respondents want utility and interactions from their mobiles that mimics what they can get from their PCs

– Multi-tool: utility and functionality

45


But the cellphone is dead

• Currently, users seek to use their phone primarily as a communication device and organization tool

– It is thought of as a tool primarily for voice, email, and text communications, or light organizational tasks

– However, the market is changing• Data plans are opening up

• Content is becoming more available

• Users are beginning to expect more from their devices


The phone is undergoing cultural transformation

• What is now perceived as a communication tool with other functions will become a digital tool that bridges the divide between online and offline, digital and analog worlds.


Case Studies


Mobile and TeensMobile and Teens


Teens are the biggest mobile users

• 91% of teenagers have a mobile phone




• 61% percent prefer using mobile to landline





• 60% want a more sophisticated phone






• 33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones






• 33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones

• 18.7 of them play downloadable games


It’s a whole new culture out there

• It’s a (very) different culture– Different language

– Test everything. Test early. Test often.


Teenagers are savvy consumers

• Connoisseurs of media consumption– Smell a fake from a mile away

– Don’t fake it

• They know overt marketing strategies, and will not respond well to them


Brands matter, coolness matters too!

• 46% of teens surveyed stay with brands that they like




• 52% felt that brands are created just to get more money





• 29% said that having cool brands made them feel cool






• 25% leave brands once they become too popular







• 95% of kids we surveyed knew the target brand. 5% actually were consuming it.







• 95% of kids we surveyed knew the target brand. 5% actually were consuming it.

“if an uncool kid starts doing it, nobody else will start doing it”


Viral interactions – at the mall

– Kids use their technology• 48% of US kids will walk around with

phone plastered to head

• More than 33% will SMS or MMS in real time

• 33% of kids are content creators



– Kids use their technology

– Let them do the work• Leverage tools which promote viral

messaging thru SMS and MMS

• Create tie-ins between desktop and mobile web



– Kids use their technology

– Let them do the work

– The brand voice will carry a lot more impact if it’s from them, not you


Viral interactions – at a concert

– Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded.




– For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers




– For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers

– Other artists are trying even more sophisticated interaction through the mobile web, including creating video clips which were then sent to their phones.


Ringtones

• Listed on Billboard’s charting since 2004

• Very appealing to teens– Kids loved free stuff


Ringtones

• Caveat Emptor– Data charges will

apply to download

– Even if it’s free, it won’t be free


Costs matter greatly to this audience

• Urban youth pay for their plans, and don’t want to pay out of pocket for something that is perceived to be free– “I’m interested to see, but the cost is bad.”

• Suburban youth are concerned with upsetting their parents– “I’m interested, I’d download it – hope my Mom doesn’t yell at

me.”

• In both cases tends will go to lengths to minimize costs– 25% have two phones, one for voice, and one for web (parents

paid voice plans, kid paid web)


Lawyers and Accountants

• Kids are generally fuzzy about what is free and what isn’t

• When they find out that they paid for a ‘free’ download, it reflects very poorly on the brand


Privacy and Security

• Privacy– 79% don’t want ads on mobile

devices

– Free downloads in exchange for watching ads not popular

• Security– 3% of users trust text ads on

mobile phones

– Users are concerned about data security


User Centric Mobile DesignUser Centric Mobile Design


What is User Centric Design?


User Research: Make sure your audience is there

• Within different groups, there are different behaviors– Not just age

– Ethnicity

– Income

• Make sure that the audience you target uses the phone in the manner you want to use

“I wouldn’t text if it wasn’t for my girlfriend”


User Research: Analyze their phone usage

• Carriers


User Research: Analyze their phone usage

• Plans and usage

Email Browsing the web SMS


User Research: What kinds of phones do they use?

• Sophistication

• Operating Systems

• Interfaces

WAP HTML TEXT


Designing: Optimize for Small Screens

– Visual design

– Content modeling

– Heuristic cues

Optimize content for smaller screens

Will images scale? Can they see the buttons?


Designing: Simplify Interactions

• Simplify content entry and data manipulation– Tough to Type

– Hard to Use Dropdowns


Designing: Consider the Context

– Ever-changing environment

– Sporadic Connectivity

– Public Spaces vs Private Content


Designing: Design for the Platform

• Application code impacts battery longevity– Simple Graphics

– Minimize Data Transfer


Designing: Speak a language they understand

• Speak a language they understand

• Icons, menus, and behavioral systems

• Users have to teach themselves the language of the phone

• Clean icons at top levels, logical navigations within applications


Building: Don’t Miniaturize it

Home

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Building: Don’t Miniaturize it – Mobilize it!

Lorem Lorem Lorem

Dolor Sit Amet Pacem

Lorem

Footer

Ipsim


Building: Pare it down to what’s crucial

Shop | Activate | Re- Boost | Connect | Support

Search for...Find a Store Enter Zip GO GOMy Account

Overview l Unlimited options l Pay As You Go options l Learn More about Re- Boost

Printer Friendly version

1

1 Side bar areas to be minimized but expandable on paygo and unlimited page/ If user mouses over area, a layer with “click here to expand” or similar functionality can cue to more detail and expandability. The find stores function will be expanded, and the find ATM functionality will initially be collapsed.

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The advantages of Lorem

What’s Loreming About? Compare ways to pay

Information in this area is in Marketing Requirements Document or TBD – FAQ interactive components.

Video on how to Lorem

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Item #1Longer item #2Even longer item with a question in it #3

FAQ

Answer space

Get Lorem Now!

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3 Option to sign up for Lorem should be on this pageConsider CTAs for store locator, telesales phone #, Lorem online

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Learn More about Lorem

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Go in to a store and paySet up your phone on the computer & pay by

phone or online

4 Generates search results with locations of ATMS within Lorem partner retailers

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Interactive components that tell story about Loreming

6 6 Onclick the “frame’ below it will change and show the chart on the Non Subscriber Chart page

7 Push user to register online and use credit/debit card or e- check (top priority being direct payment methods). Second choice is pay in store, then using phone and e- check

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Register online

§ Pay anytime from your computer or phone

§ Set up automatic payments using your debit or credit card

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Register Now!

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8 When click “Register Now” button – overlay pops up with Customer care number and information needs. When users can register online it will take them to the appropriate register page.

Overlay with Customer Care number and information that they will need to give them:

Bank account numberCheck numberPersonal InformationPhone number

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Plan Contract Details Pre- paid fixed monthly payments You choose how much money you want to add to your account and when to add it

Unlimited plan options Pay As You Go/PPD

Click here to expand

Find an ATM in your area

Zip Code or City, StateGO

Find stores in your area

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Only for Pay Go plans


Indicator

LSK RSK

· Display size: 130 x 130 (px)· Browser can be shown

approximately 6 ~ 6 ½ Lines with default font size.

· There are approximately 15 ~ 16 characters per line. It depends on if scroll bar is displayed.

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130px

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Building: And then pare it down again

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My Lorem

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Lorem Phone #:

Status:

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Lorem Balance:

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Service Interrupted

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4. Add Funds

5. Reset Voice Mail Password

HOME Help Terms

1. Plan Information

2. Lorem Activity

3. Servicc Preferences

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Service Preferences

Language:

International Calling:

Message Level:

HOME Help Terms

OK

English

Enabled

Full Message Level

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2

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Options - English (Default) - SpanishOptions - Enabled (Default) - DisabledOptions - Full Message Level (Default) - Partial Message Level - Minimal Message Level

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2

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Press “3”or Press “OK”

when focused on ‘3.Service

References’

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Press “OK” when focused on ‘Language’

Language:


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Spanish

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Message Level:Press “OK” when focused on ‘OK’

Press “Cancel”


Building: And then pare it down again

Press “Cancel”

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My Account

Account Information

Lorem Phone #:

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Daily Plan Amount:

Account Balance:

949 555-1313

Service Interrupted

$2.99

$1.64

3. Servicc Preferences

2. Account Activity

4. Add Funds

5. Reset Voice Mail Password

HOME Help Terms

Press “1”or Press “OK” when

focused on ‘1. Plan Information’

1. Plan Information

Indicator

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My Account

Plan Information

Daily Plan Name:

<Plan Name>

Daily Plan Amount:

<Plan Amount>

Daily Fee:

Charged every day

Includes the following services:

Allowance (Overrate rate)

Local and Long Distance Calls:

Lorem

Text Messages:

50 Messages ($0.10/message)

HOME Help Terms

OK


Testing applications for mobile

• Setup – you don’t have as much control– Backup phone, charger

– Decent connectivity

– Tools to see phone as well as user



• Setup – you don’t have as much control

• Scripts – be flexible– Lots of different phones means lots of

different experiences– Prepare to adapt on the fly and then

normalize findings– Have a plan for when their phone crashes



• Setup – you don’t have as much control

• Scripts – be flexible

• Test before you test– Test early and often, but only once app is

stable and reliable

– Test in different areas


Testing usability with teens

• They are sometimes intimidated– Harder to get the truth from them, they want to please

– Not especially good at thinking out loud



• They are sometimes intimidated

• They are hard to nail down– They will waffle based on your questions

– It’s hard to dig in



• They are sometimes intimidated

• They are hard to nail down

• With teens, come parents– Lots of rules and laws

– Be careful!


Results from user testing

Some Of Our FindingsSome of Our Findings


Some findings

• More sophisticated phone users expect an experience more analogous to the web


Some findings


• Older phone models do better with a simplified, text based UI


Some findings



• Teens are adapted to rapid change and emerging technologies

• Comfortable with rapid change• Think they know more than they

might• MMS is still not widely understood


Some findings



• Teens are adapted to rapid change and emerging technologies

• Kids are so proficient that they get ahead of themselves

• Cause hang-ups

• Impair using the platform


Devices aren’t responsive

• Communication with the device will become as important as communication between others

• Data entry and manipulation is core to the process

• Have the device react to user inputs

• The device should be proactive, not reactive to user needs

• Learn from user behavior, and predict actions

• Provide haptic feedback when typing and interacting

“The feedback from the touch screen – the way it vibrates in acknowledgement.”


Users want control of their devices

• Not only do users require the ability to highly personalize their devices, but they will want to be able to easily organize and manipulate information through the GUI.

• Solutions:

• Allow them to organize their own files and data architecture

• Make the information structure as flat as possible (don’t bury things)

• Simplify personalization of ringtones, wallpapers, and system settings

• Enable users to move or hide menus that are not frequently used


The learning curve is steep

• Users have to teach themselves to speak the language of the phone. The more the phone can speak to them, the better.

• Solution:

• Use a visual language that they already understand, i.e. windows and files

• Develop clean iconography at the top levels, combined with simple, intuitive menus

• Avoid unnecessary animations and graphics

“Simplicity and Usability are paramount to all users, but articulating this at point of sale might be challenging.”


It is hard for users to read smaller screens• The screen is the heart of the

GUI. While it can be hard to increase the size of the device, there are ways to increase the value of the available space.

• Solution:

• Simplify information, hide extraneous data

• Higher screen resolutions squeeze more onto the page

• Avoid distracting animations

• Ensure that color palettes have contrast, but are not jarring


Summary

• Mobile is taking off

• Big Brands are getting involved

• The ecosystem can be very complicated

• Teenagers are a great audience– Reach the right ones, with the

right message, in the right way

– Develop applications tailored to their needs

– Test carefully and thoroughly

• Go West, Young Brand!


Thanks for coming! Any Questions?


Appendix A – contact information and resources

• http://www.w3.org/TR/mobile-bp/#iddiv3126674664– It’s dry, but comprehensive – the W3C’s Mobile Best Practices

• http://wapreview.com/blog/?p=321– This is a great, if somewhat visually unengaging site to check

out

• http://www.boohooforyou.com/– Funny, if a tad weird, site talking about functionality available in

japan. Take it with a grain of salt. It might be down, search for it on the wayback machine.

• http://fiercemobilewireless.com/


Drop me a line, email, SMS, MMS, text …

Evan GerberPrincipal Consultant, Experience Design

P 415.541.2835

F 310.907.3565

E [email protected]

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