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

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http://www.commonagency.com


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!


Why am I here?Going mobile :: Introduction

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Why are Common here?Going mobile :: Introduction

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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.




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

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Going mobile :: Introduction



12.08.09

Understanding mobileGoing mobile


Some jargon

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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






The opportunity

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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.





The mobile ecosystem

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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




12.08.09

Principles of mobile servicesGoing mobile


Creating excellent mobile services

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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]


Mobile messaging

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✓ 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.




Mobile messaging: examples

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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




Mobile messaging: examples

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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.




Mobile internet

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✓ 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


• 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.




Mobile internet: examples

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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




Mobile applications

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✓ 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.


• 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.




Mobile applications: examples

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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




Mobile applications: examples

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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


Mobile innovations: gps

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• 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


Mobile innovations: barcodes

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• 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


Mobile innovations: RFID

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• 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?


Things to consider...Going mobile :: Summary

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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”.



[email protected]

thanks

http://www.slideshare.net/benchilds/knowledge-sandwich-2009

for more information...





knowledge sandwich 2009

Technology

mobile http

mobile ecosystem

mobile phonetext

mobile thats

mobile phones

excellent mobile services

opportunity mobile services

world of telecoms mobile