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The Tablet Revolution
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“In 10 years there will be 50 billion devices connected to the Internet”
Hans Vestberg, CEO Ericcson
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We’ve only just begun
First Wave
Second Wave
Third Wave
NetworkedConsumer Electronics
Networked Industries
Networked Everything
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Some facts
1.8 billion Internet users worldwide
I trillion web pages
12.2 billion videos viewed per month (US)
500 billion minutes per month spent on Facebook
247 billion e-mails per day (80% spam)
4.6 billion mobile phone users
Mobile games revenue exceeded $6bn in 2010
Over 33 million iPhones sold
1 million iPads sold in the first 28 days
In 2010 16m tablets were sold, in 2012 it will reach 85 million
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Today 60% of Apple’s revenues are mobile.
In 2008 it was 10%
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Source: Morgan Stanley 2011
Fastest ramping device ever
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Source: Morgan Stanley 2011
Strong global demand....Asia 41%!
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Source: Morgan Stanley 2011
Europe 36% of tablet market
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Growth in mobile data
Video is predicted to account for over 50% of all data usage in 2013
Cisco Forecasts 6.3 Exabytes per Month of Mobile Data Traffic by 2015
Source: Cisco VNI 2011
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1% of world’s web traffic
Source: NetMarketShare 2011
Apple’s ipad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S.
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4% of all wi-fi traffic
Source: Meraki 2011
iPad users consume 400 percent as much Wi-Fi data on average as owners of Android handsets, iPhones, and iPod Touches.
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Context
Profile/Usage
Commerce
UX
Summary
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Source: Morgan Stanley 2011
US: Consumer Profile
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Source: You Gov 2011
55+20%
45-5419%
45-5424%
18-249%
25-3427%
UK consumer profile
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Source: You Gov 2011
30%
37%35%
26%
35%
48%
Smartphones Portable game players
Portable media players
Netbooks eReaders Tablets
Early Adopter
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Source: Morgan Stanley 2011
Tablets are for content
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Source: Morgan Stanley 2011
Disruptive versus other devices
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Source: Morgan Stanley 2011
Content most popular apps
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Download Frequency
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Source: Nielsen 2011
Used alongside other media...
21% of their usage in terms of time is ‘lying in bed’
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Source: Nielsen 2011
...or lying in bed!
70% of tablet users, use their tablets while watching television.
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Context
Profile/Usage
Commerce
UX
Summary
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iPad: Browsing and Buying
The tablet’s portability and ease of use explains why consumers see
them as ideal tools for researching products, browsing and purchasing.
•59% agree that these devices would serve as an ideal tool to
research products before making a final purchase.
•More than half (56%) believe the tablet to be an ideal tool for
browsing their favourite catalogues and retailers
•49% thought the device would be ideal for purchasing
Source: Real Value LLC 2010
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Role in the purchase funnel
Source: Real Value LLC 2010
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Frequency of browsing
Source: Real Value LLC 2010
Frequency of browsing or buying online
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Retail categories
Source: Real Value LLC 2010
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Quality of shopping experience
Source: Real Value LLC 2010
The quality of the shopping experience
The quality of the shopping experience vs a smartphone
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B2C App: Finish Line
Finish Line
“Sales through the “We’ve Got It” program, where sales associated and customer service reps use web-enabled devices to find products for customers and arrange shipping directly to their door, “are exploding, up 48% on a year to year basis”
Glenn Lyon, CEO, Finish Line
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Context
Profile/Usage
Commerce
UX
Summary
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A Paradigm shift
Mobile Era
Location
Pull & Push
Relevance
Contextual
Always On
Entertainment
Desktop Era
Fixed
Pull
Search
Social
Dayparts
Information
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UX is Revolting
“With its radically different approach, the iPhone is expected to cause a collective rethinking on
everything from hardware design and user interface to consumer expectations and media consumption.”
Jakob Nielsen, June 2007
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T
Mobile User Experience
Time
Social
Emotional
Need
Emotion
Ergonomics
Environment
Physical
Multi-sensory
Multi-platform
Push/Pull Social
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T
Characteristics of Mobile UX
Time
Social
Emotional
Need/Value
Emotion
Ergonomics
Environment
Physical
Multi-sensory
Multi-platformPush/Pull
Shared
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A Catalyst for Innovation
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Mobile UX: Physical
Physical
Ergonomics
Environment
Multi-sensory
Multi-platform
Shared
Office, bar, travel, home, park, postcode.
Dexterity, lap, standing up, walking.
Media blended, other devices, other activities.
AR, in-store, compare, buy, ship
Friends, colleagues, partner.
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T
Characteristics of Mobile UX
Emotional
Time
Need
Emotion
Push/pull
Social
Entertain, Connect, Compare, Review.
Daypart, amount of time, bandwidth.
State of mind, productive, escapist.
Consuming ,contributiig, distributing content .
Update, status, review, report.
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New User JourneysTime
Need
Emotion
Push/pull
Social
Entertain, Connect, Compare, Review.
Daypart, amount of time, bandwidth.
State of mind, productive, escapist.
Consuming ,contributing, distributing content .
Update, status, review, report.
Ergonomics
Environment
Multi-sensory
Multi-platform
Shared
Office, bar, travel, home, park, postcode.
Dexterity, lap, standing up, walking.
Media blended, other devices, other activities.
AR, in-store, compare, buy, ship
Friends, colleagues, partner.
How/When will it be used?
Where/How will it be used?
Is it a shared activity & how does it feel?
What is the user looking to do?
Is it connected and shared?
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Multi-Context Environment
MultiChannel
MultiPlatform
MultiContext
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Tweetdeck
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StumbleUpon
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Blippar
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A New Approach: BentleyTime
Need
Emotion
Push/pull
Social
Entertain, Connect, Compare, Review.
Daypart, amount of time, bandwidth.
State of mind, productive, escapist.
Consuming ,contributing, distributing content .
Update, status, review, report.
Ergonomics
Environment
Multi-sensory
Multi-platform
Shared
Office, bar, travel, home, park, postcode.
Dexterity, lap, standing up, walking.
Media blended, other devices, other activities.
AR, in-store, compare, buy, ship
Friends, colleagues, partner.
How/When will it be used?
Where/How will it be used?
Is it a shared activity & how does it feel?
What is the user looking to do?
Is it connected and shared?
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Bentley
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Bentley
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Bentley
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Thank you