ibrussels for wireless and digital cities
DESCRIPTION
presented on November 13th 2008 in Barcelona on the wireless and digital cities conference from Imago GroupTRANSCRIPT
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Case Study: iBrussels,Organizing the community around mobile services
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2www.citylive.be
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What is iBrussels ?
3www.citylive.be
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4www.citylive.be
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Goals
Stimulate economy Community interaction
5www.citylive.be
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Stimulate economy
6www.citylive.be
Mobile promotions Bring people together Sell online
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Mobile promotions• Location based coupon• Depends on profile• Opt-in push model• Low cost: DIY website
• Option: loyalty card• Option: instant auction
(reverse auction)
7www.citylive.be
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Bring people together• Friends are defined in
your social network• “Lifestream” of users is
on mobile phone• Platform adds:– Where are my friends?
(shown on a map)– What is around me?
(resto, tourist, ATM)– What is happening?
(events, shows, meeting)
8www.citylive.be
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Sell online• Merchant can create
virtual shop• Users can add items to
whishlist, give presents• Transaction is always
cleared in the real world(collect & pay in store)
• Combines benefits of: online shop with retail
9www.citylive.be
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Community interaction: the old way
• Social organisations like churches group people together• Community leaders like priests ensure involvement
10www.citylive.be
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Community interaction: the new way
• People gather in online communities
• Brands are the new priests
11www.citylive.be
Local community ?
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The local community
12www.citylive.be
Local businesses, organisations, governements and people need to interact through community sites
Real world Virtual world
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Economy & local community
13www.citylive.be
• Multinationals: can create their own communities
• Local merchants: need tools to interact with existing communities
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14www.citylive.be
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iBrussels community website & mobileRequirements:
– Works offline:
permanent presence on the user’s phone
– Automatic update of content through
web services, both secured and open
– Easy distribution
(SMS “ibrussel” to 3236)
– Community site integration (Facebook)
– Works on 80% of mobile phones
15www.citylive.be
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Content• User creates content
• Moderation only to settle disputes, no censor
• No content is paid for
• Local blogs are automatically syndicated
27www.citylive.be
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What is GLOWE ?
28www.citylive.be
Define in XML description, run on multiple platforms
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Solution software: Glowe explained
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http://www.youtube.com/watch?v=_XlHH0SJjv8
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30www.citylive.be
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Evolution of the internet
web portal mashup
One way Two Ways
Limited Contents Unlimited ContentS
Centralized Distributed
Closed Open
Provider Centric User Centric
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fixed internet mobile internetsearch is key context is key
finding being found
email VoIP & IM
the world is outside the world is around me
web surfing web services
PC & laptop many devices
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Mobile makes the long tail longer
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Future: mobile centric internet
API
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35www.citylive.be
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Where is the money ?
The user pays
36www.citylive.be
ATTENTION
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Attention brokering
37www.citylive.be
broker
“Testdrive the new Dodge Viper”my preferences
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What is attention management ?
38www.citylive.be
• 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)
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Mobile context adds value for advertisers
39www.citylive.be
pay for the result
pay for being found
pay for being seen
pay for space
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Mobile advertising
40www.citylive.be
1 to 50 € per filled in form
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Mash-up business model
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42www.citylive.be
Lessons learned
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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
43www.citylive.be
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Challenges / lessons learnedThings to do
• Make mock-ups FIRST– Mobile apps have no set expectation– You can’t predict what will work– Do extensive user testing– Be prepared to change your concept– Technical POC alone is not enough
• Use the internet & its protocols– A mobile does not live in your network– VPN’s are a thing of the past– SOAP is nice when critical, XML is easier– Use the universal firewall bypass port (80)
• Think Multi-platform– 1 platform only is not realistic– When you can: move up an abstraction layer
or two (but web browser might be too thin)
Things to avoid
• Stay out-of-control– With mobile, the user is in control– You can’t manage his device. Forget it.– Give users tools so they can DIY.
• Avoid the bigger picture– Focus on a concrete function with an
immediate value add for the user– Trying to change work processes,
integrate with business intelligence, cover a larger scope: it will all fail
– Mobile is new: create demand first– When it’s time for the bigger picture,
current technology will be obsolete
• Translate the web to mobile– In some cases, mobile websites are OK– But: don’t just convert existing web tools– Mobile has a different usage model then
fixed (“browsing” is done on a desk)
46www.citylive.be
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