Knowledge Sandwich 2009
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Transcript of Knowledge Sandwich 2009
12.08.09Making your content and services available to mobile users - a ‘Knowledge Sandwich’ presentation
Going mobile
12.08.09
IntroductionGoing mobile
http://www.commonagency.com/
Why are you here?
The rapid increase in the power and usability of mobile devices and the high-profile marketing success of the iPhone mean that web users are now frequently accessing websites and digital services
from their mobile phones.
Make sure that your content and services are available to mobile users – learn more about delivery channels like mobile applications, the mobile internet and text-messaging with Media Centre client Ben Childs of Common Agency.
Going mobile :: Introduction
3
Long background and career in mobile [since 1999]
Focussed on creating and delivering excellent user experiences Designing experiences and services - not just look and feel
Maximising the opportunities from the available technologies
Understanding user behaviour and usability
Started Common Agency in 2005 Clients include Orange, HTC, Rough Guide, Apple
Specialists at understanding the capabilities and opportunities of mobile and helping our clients to create compelling, usable mobile products and services
And because it still excites me!
http://www.commonagency.com/
Why am I here?Going mobile :: Introduction
4
http://www.commonagency.com/
Why are Common here?Going mobile :: Introduction
5
Mobiles are what we do. Of course we do a lot of web stuff too, but we offer a highly specialised level of expertise in mobile that’s second to none.
http://www.commonagency.com/
What we’ll be covering
Understanding mobile
Principles of mobile services
Reaching your audience [delivery channels] Mobile messaging
Mobile internet
Mobile applications
Mobile innovations
Summary
6
Going mobile :: Introduction
12.08.09
Understanding mobileGoing mobile
http://www.commonagency.com/
Some jargon
8
Going mobile :: Understanding mobile
Phone number & identification
MSISDN[aka CLI]
IMEI
MessagingSMSMMS
IMPTT
ConnectivityData bearerBluetooth
Wifi
Data networksGPRS / 2GEDGE / 2G+UMTS / 3G
HSDPA / 3G+
LocationGPS
Cell IDRoaming
PlatformsSeries 60SymbianAndroidiPhone
ApplicationsJ2ME
UI
Misc!OTAPDAUX
WAP
The world of telecoms [mobile] is littered with acronyms and jargon. To aid further exploration, here are some terms you may come across...
http://www.gsmworld.com/newsroom/resources/glossary.htm
http://www.commonagency.com/
The opportunity
9
Facts and figures presented here are an amalgamation of various sources, used here as an estimated example of the size of the market opportunity.
Huge impactEconomically
Socially
Saturated UK market
84%
Penetration density125%
Multimedia service users
28%
Mobile internetBias towards
males age 30+
Top sitesBBC, Google,Facebook, Wikipedia, Yahoo, eBay
Social mediaYounger
audience for Facebook,
pictures, etc
ApplicationsNearly 60% of
iPhone users have used an application
Mobile services are growing rapidly but remain a huge area of opportunity with some significant barriers having now been removed.
Going mobile :: Understanding mobile
http://www.commonagency.com/
The mobile ecosystem
10
OperatorsOrange, O2...
EnablersID, Location...
DevicesNokia, Apple...
ContentBBC, Apps...
To understand how best to mobilise your service, it’s necessary to consider the followed [simplified] elements of the mobile ecosystem:
Control key elements of the ecosystem
Customer relationship Relatively common
approach across ‘big four’ operators - Orange, O2, Vodafone & T-Mobile
Slightly more specific offering from Three
Unique ID [MSISDN!] Billing Location Presence Connectivity Address book
Significant range of capabilities
Intimate relationship with technology device
Optimise platform and form factor
Devices can vary between operators
Content aggregators Major 3rd parties...
BBC, eBay, Twitter, Facebook, Amazon
Vast ecosystem of smaller 3rd parties
Mobile messaging Mobile internet Mobile applications Mobile innovations
Going mobile :: Understanding mobile
12.08.09
Principles of mobile servicesGoing mobile
http://www.commonagency.com/
Creating excellent mobile services
12
Going mobile :: Principles of mobile services
User-centred design
Context...id, location, presence,
status, etc
Design for mobile, not
just a reduced web
Limited input and
interaction
Degrade and,if needed, fail
gracefully
Recognise the emotional
connection of a mobile
Device optimisation
Test, iterate, test, iterate...
This introductory box might describe the slide but should never under any circumstances go beyond two lines.
12.08.09Going mobile
Reaching your audience [delivery channels]
http://www.commonagency.com/
Mobile messaging
14
✓ Text messaging [SMS] is available on every mobile phone
✓ Understood and utilised by most mobile users - young and old
✓ Little or no barriers to usage... quick to use and low cost [most tariffs now include some SMS messages within the bundle]
✓ Allows for both content generation and retrieval
✓ Easy billing
Going mobile :: Reaching your audience [delivery channels]
• Format is predominantly limited to text only [MMS / picture messaging is sometimes used but is more difficult and complex to set-up]
• Only allows for sequential exchange of information and is not real-time [though is usually fast in practice]
Despite the hype and rich experience of the mobile internet and software applications, messaging is where it started and still continues.
http://www.commonagency.com/
Mobile messaging: examples
15
Going mobile :: Reaching your audience [delivery channels]
Real-time information as it happens
Also used for news flashes, ebay auction alerts, email notifications, delivery/store alerts, etc
Football alerts Car price guide Metro Your next bus Thumbprint
Request information regarding the value/validity of a used car
Text the code on the bus stop to 63876
Receive up-to-date running information about the next few buses
63876 = METRO
Retrieve content by keyword alone
Submit content by keyword + message
http://www.commonagency.com/
Mobile messaging: examples
16
Going mobile :: Reaching your audience [delivery channels]
Thumbprint
Utilising text messages to allow users to create and retrieve information, and then access and share it both on the web and on mobile.
http://www.commonagency.com/
Mobile internet
17
✓ Significant feature additions to ‘full’ web in terms of user identification, location awareness, etc.
✓ May be closest to existing established web business model
✓ Most handsets of the past 2 years support technologies used on the ‘full’ web e.g. xHTML, CSS, etc.
✓ Most content can be ‘ported’ directly to mobile e.g. text & images
✓ Limited but increasing support for video
✓ Negligible support for Flash
Going mobile :: Reaching your audience [delivery channels]
• Remains small screen and limited interaction capability
• Browsing can often still be slow - hampered by processor speed as much as connection speed
The mobile internet is much more than just a cut-down version of the full internet and requires special attention to context and devices.
http://www.commonagency.com/
Mobile internet: examples
18
Going mobile :: Reaching your audience [delivery channels]
Orange mobile portal Offers news, weather,
sports, downloads, games, links to 3rd parties, mobile search, etc.
Orangeworld Twitter Facebook BBC
Perfectly simple user experience
Offers good balance of core features with suitability for mobile
Works cleverly with website to offer complimentary features
Focuses on time-critical activities such as updates and status
Reflects recently updated web refresh
Offers rich video content only if suitable for current device
http://www.commonagency.com/
Mobile applications
19
✓ Potential to create amazingly rich and interactive experiences, ranging from full 3D games to video conferencing and real-time communication services.
✓ Flexible design and development allows for best representation of your brand and service
✓ Very easy route to market. ‘App stores’ are provided by Apple, Google, Nokia and most operators. Includes directory of apps, promoted apps, search/discovery, integrated billing, etc.
Going mobile :: Reaching your audience [delivery channels]
• Multiple development effort - applications have to be recoded for the main platforms such as iPhone, Android and Series 60.
• ‘Full software development’ is a more significant undertaking than web development e.g. time/cost, support, updates, etc.
• Sometimes a lack of consistency can introduce a learning curve for each application [though design guidelines are provided in most cases and are strictly applied by Apple].
The high-profile marketing of the iPhone has raised expectations of what phones can achieve, aided by a rapidly growing developer community.
http://www.commonagency.com/
Mobile applications: examples
20
Going mobile :: Reaching your audience [delivery channels]
Allows the iPhone to control iTunes on a computer
Using another Mac accessory, the music can be played on any speakers
Remote Guitar Rock Tour Shazam SKY+
Highly interactive game, using the form factor of the iPhone to simulate guitar playing
A cross between Guitar Hero and the Wii
Extension to the popular 2580 service
Hold the app up to a music source and Shazam will identify the tune and allow you to preview/buy
Allows a user to program their SKY+ box whilst away from the house
Expect other home automation apps to appear soon
http://www.commonagency.com/
Mobile applications: examples
21
Going mobile :: Reaching your audience [delivery channels]
Augmented reality location helper application
http://www.youtube.com/watch?v=5fZk0HaIs4s
✓ Increasingly used to collate user generated content such as reviews
✓ Perfect demonstration of mobile application which utilises context, enablers, immediacy, etc
http://www.commonagency.com/
Mobile innovations: gps
22
Going mobile :: Reaching your audience [delivery channels]
• Best when used with GPS capable phone
• More fiddly than dedicated ‘satnav’
The addition of ‘real’ GPS to mobile phones has allowed for the recent development of feature-rich mapping and location-aware experiences
✓ Can be used by a relatively significant number of handsets e.g. most smart phones with a camera
✓ Easy to use once understood
✓ Pleasantly ‘tactile’!
✓ Range of actions available e.g. mobile internet site, trigger a call, add to address book, etc
http://www.commonagency.com/
Mobile innovations: barcodes
23
Going mobile :: Reaching your audience [delivery channels]
• Usually requires some grasp of the concept
• Often requires extra [free] software on the user’s phone
• Looks a bit geeky
Barcode scanning from a mobile remains a relatively ‘geeky’ technology but is increasingly used in ‘bus stop’ scenario marketing campaigns.
✓ Excellent for bridging the gap between the physical world and the mobile phone
✓ Handled by the phone so no extra software or downloads required
✓ Pleasantly ‘tactile’!
✓ Range of actions available e.g. mobile internet site, trigger a call, add to address book, etc
http://www.commonagency.com/
Mobile innovations: RFID
24
Going mobile :: Reaching your audience [delivery channels]
• Incredibly limited device support
• Relatively complex to set-up
Radio Frequency Identification is already used in libraries and Oyster cards, and will be coming to mobiles within a few years.
12.08.09Going mobile
Summary
Who are your customers/audience? Delivery channel? Devices?
What do you want to achieve from mobile? Sales? Information? Feedback/dialogue?
Do you have any current business infrastructure to be repurposed? Content Managed or Ecommerce website? Rich content archive?
How will you market your mobile presence? Existing marketing channels? Viral? New launch? Separate brand/service?
http://www.commonagency.com/
Things to consider...Going mobile :: Summary
26
Mobile is not the same as the web, but it’s not entirely different either. Starting from your existing web activity might be the best approach but is not a pre-requisite for “going mobile”.
thanks
http://www.slideshare.net/benchilds/knowledge-sandwich-2009
for more information...