digital briefing 2010 – mobile business innovation

UNDERSTANDING THE NATURE OF MOBILE

Creuna Digital Briefing 2010Mobile Business Innovation

#DigitalBriefing

THE SPEAKERSFredrik:

+46 733 137 077 fredrik.hornsten@creuna.se

twitter.com/hornsten

Martin:+46 733 113 172martin.deinoff@creuna.setwitter.com/martindeinoff

RETROSPECTION

WE ARE AT A BREAKING POINT

PRINT

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/

http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate

http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate

http://www.flickr.com/photos/qrable/3891459413/

http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate

http://www.flickr.com/photos/qrable/3891459413/

...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 fredrik.hornsten@creuna.se

twitter.com/hornsten

Martin:+46 733 113 172martin.deinoff@creuna.setwitter.com/martindeinoff

UNDERSTANDING THE NATURE OF MOBILE

Creuna Digital Briefing 2010Mobile Business Innovation

#DigitalBriefing