Hello..

I am a pioneer

Pioneer in RetailPioneer in Mobile NetworksPioneer in Mobile Phone DistributionPioneer in Mobile Social NetworkingPioneer in Mobile Networking EventsPioneer in Mobile ServicesPioneer in Contextual Services startup

The Team

Claire Boonstra - Managing Director Responsible for General Management and day to day

operations

Raimo van der Klein - Creative Director Responsible for Concept Development and creative &

design input.

Maarten Lens-FitzGerald - Marketing DirectorResponsible for Marketing, Communication andpublishing

We are Mobile Service Architects

Technology Design Vendor selection

Mobile Advertising

Interaction DesignService Design

Partnerships

Mobile Awareness Mobile Inspiration

Mobile Marketing

Mobile Thinktank

Business Models

Communities

Concept Development

Contact & Interaction

Strategy & Vision

Mobile Service Architecture

1. EXPERIMENT

Personal Opinionapplicable to mobile market

Do not experiment!!!

What is your intention?

2. OUR MOBILE INTENTIONS

ING Wegwijzer

World’s first commercial Mobile Augmented Reality service

NOS Mobiel

Next level “On Device Media Portal”

Olympics -Beijing

World’s most advanced Mobile experience of the Olympics

Voedingscentrum

National outdoor campaign with QR codes

World’s largest Mobile Monday(350+ participants per event)

Mobile Monday Amsterdam

3. THE MOBILE REVOLUTIONSome of my findings at the edge of mobile

1992

2000 20081992

communication mobile internet contextual services

Contextual Services=

Adaptive Services Designed around your situation.

Making services relevantHere and now!

Personal Mobile Context

Activities(what)

EnvironmentSocial(who)

Spatio -Temporal(where/when)

Mental

Physiological

People nearbyBuddyfinder

WeatherRain predictionNFC / RFID

RoomwareNavigationTrack & TraceGeofencing

MeVirtual

me

Emomapping

Social NetworksFlickr comments(Social Backchannel)

AccelerometerNokia SportstrackerStepcounterHeartrate

EducationBeliefsExperiences

TwitterPresenceAgenda

Personal Mobile Context

Change in Context triggersmobile usage

State A State B

=

♥! ?

Mobile happens around the “!”, the “?” and the ”♥“

Knowing what you want

Sharing &Communicating

Needing help

http://www.flickr.com/photos/skyshanghai/2400793508/

!♥?

Getting readyfor battle

Feasting,Sexing & Primping

Returning backto Camp

Protecting yourselffrom the future

7.00 9.00 17.00 22.00 0.00

Rituals & Mobile moments

Inspired by BBDO

Getting readyfor battle

Feasting,Sexing & Primping

Returning backto Camp

Protecting yourselffrom the future

Check Check Check Check Check

7.00 9.00 17.00 22.00 0.00

Rituals & Mobile moments

Inspired by BBDO

zcapes

situations are complexA certain situation exists of many elements: physical situation, social situation, location, time, mood, environment, movement, activity

zcapes

situations connect usMany people get in the same situations. Sharing a situation gets us closer to eachother.

zcapes

situations involve multiple partiesSituations are often relevant for more than one party. Including: consumers, producers,

advertisers, eventorganizers, retailers, etc.

Prerequisites for a contextual web:

1. Contextual Segmentation

of content

http://www.flickr.com/photos/zenzenok/12417299/

Can we imagine what information might be relevant for someone stuck at an airport?

Can we imagine what information might be relevant for someone going into the city at eleven?

Can we imagine what information might be relevant for someone going into the city at eleven?

In the afternoon or at night?

Contextual Services=

Adaptive Services Designed around your situation.

2. Services designedfor the individual

Minimuni

If you live exactly 6 minutes from Sunset Tunnel East Portal, 8 minutes

from Duboce and Church, and 10 minutes from Church Station you may

find it useful too.

Fragmentation,fragmentation

and fragmentation(many small services relevant for small groups of people in certain situations)

4. OUR ANSWER

zcapesPicture: Marco Ophof

Zcapes is a mini blog platform on your mobile. Anyone can make a Zcape for free for any object or event. Zcapes helps you not to miss a thing.

Location searchActivity stream DWDD zcape

mwgcongres.zcapes.com

Raimo van der Kleinraimo@sprxmobile.comwww.sprxmobile.com

13th of February 2009

http://www.flickr.com/photos/parvenu/2477228814/sizes/o/

SMS “SPRXMWG [spatie] emailadres”naar 2002