mobile phone love
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The magic of mobile
1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money
European figures
Some European facts (via Eurostat, figures 2006)
– 95 mobile phones for every 100 Europeans
– Top three countries mobile subscriptions per 100 persons1. Luxemburg (155)
2. Lithuania (139)
3. Italy (134)...
Netherlands (113)
Belgium (89)
Global figures
Some global facts• India is the largest growth market, adding about 6 million
mobile phones every month (via wikipedia)
• The number of mobile phone subscriptions in the world will reach 4 bln by the end of 2008 driven by growth in developing economies (via itfacts.biz)
• In Japan half the top selling books are written on mobile phones (via Techcrunch)
• The majority of marketing directors (60%) favour mobile marketing over online marketing (via cellular-news.com)
What do people do on their mobile phone?
Text
Call
Calendar/ alarm clock/ games/ringtones/...
Surf?
Mobile search
Amount of people that accesses a mobile site for mobile search at least once a week
What do people surf to?
Situation in Belgium
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60%
Internet
enabled
phones2%
Mobile
internet
users
De Standaard (Belgian newspaper)
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Mobile website made attractive Mobile relevant content Dynamic links for stickiness
VT4 (Belgain TV channel)
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Create brand identity Install on phone Mix content with adds Focus on premium content
Mobile right now
• Not very innovating
Sms, ringtones, wallpaper
Mobile content and services are copies of online counterparts
• Closed
Handset manufacturers, operators, content and service providers
1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money
About you and me
Open environment
LTAP = Location
Time
Activity
Profile
You take your phone
everywhere
Context adds value
“Location-based Mobile Social Networking Will Generate Global Revenues of $3.3 Billion by 2013”
“The recent emergence of location-based mobile social networking services offered by providers such as GyPSii, Pelago and Loopt is revolutionizing social networking by allowing users to share real-life experiences via geo-tagged user-generated multimedia content, exchange recommendations about places, identify nearby friends and set up ad hoc face to face meetings.”
Via ABIresearch.com, August 2008
Article by Unizo shows relevance
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1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money
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Mobile internet: what do we miss ?
content
marketing
design
...
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Nice design ?
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Design is wrong. But: Interaction model is right!
About broken interaction models
Mobile internet = new usage model
(the web is not the net)
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Mobile interaction models
• Limited interaction time(30 seconds)
• Fun factor is more important then productivity
• Staying in touch
• No rational value perception
• Personalisation is important
• More lean-back than forward (constant change of context)
The mobile web will be
• not about the web
• not about the device
• It’s about services
– That live in the net
– Are available on multiple devices
– Can interact to become better
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The widget model is fit for...
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API
Orb
Nabaztag
City Live technological model
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GLOWEMobile Widget
Platform
CMFCommunity
ManagementFramework
HYDRATransactional Managed Services Framework
Supported by:
GLOWE.ORGSupported by:
GLOWEME.COM
Supported by:
GLOWEBACK.COM
CSP platform
Customer project
CMF website
integration
CustomGLOWEclients
CustomerWidgets
What is GLOWE ?
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Define in XML description, run on multiple platforms
Mobile OS
Runtime
ApplicationFramework
Hardware
Situation: Mobile runtime environments
WidgetCreation
Mobile B2CWidget sites
WidgetSyndication
WidgetPublication
Situation: Widget environments
Web runtime of tomorrow
HTML renderer
Javascript engine
Plugin architecture
UI (chrome) FlashSilverlightJava
Google GearsWebkit extensions Opera widgets
Webbrowser architecture
local proxy
DB
Device API
location UID camera
Future:OpenAPI(Android ?)
AJAX
1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money
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Where is the money ?
The user pays
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ATTENTION
Attention brokering
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broker
“Testdrive the new Dodge Viper”my preferences
What is attention management ?
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• Lots of parties want our attention (classical = advertsing)
• What do we “pay” when we pay attention ?
• Attention management is about
• tracking the things you pay attention to (or ignore)
• mining and storing that data
• putting it to good use (optimize service)
Mobile context adds value for advertisers
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$/month
CPM
CPC$/sale
pay for the result
pay for being found
pay for being seen
pay for space
Mobile advertising
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1 to 50 € per filled in form
Mash-up business model
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Stay in touch
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blog.citylive.be www.citylive.be
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