mobilis in mobile
DESCRIPTION
Presentation at MOBX 12TRANSCRIPT
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MOBILIS IN MOBILEANDREA RESMINI
MOBX 12 BERLIN
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
GOTHENBURG, SWEDEN
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
GOTHENBURG, SWEDEN
Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025
http://imageshack.us/photo/my-images/269/hotelgothiatowersgotebo.jpg/
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
GOTHENBURG, SWEDEN
Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025
Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
GOTHENBURG, SWEDEN
Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025
Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990
Public transport travel in the Gothenburg area should increase from 24% to 40% in 2025
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
DROP CAR USAGE
Car usage should drop from 65% to 35%
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
FEASIBLE?
The goal would be met if car commuters switched to walking, bicycling, or public transport one day per week
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
BUT MUCH TO CONSIDER
Impacting collective transport behavior is a complex proposition where a multitude of factors weigh in
http://www.flickr.com/photos/komunews/4952326992/
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
BETTER ROADS
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
BETTER SERVICES
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
BETTER INFORMATION
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
OR BETTER ... MH?
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
All of these have pros and cons in respect to a better, sustainable public transportation model for everyday travel
PROS AND CONS
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
http://www.flickr.com/photos/epsos/5591761716/
BETTER ROADS = MORE TRAFFIC
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
CO-MODAL TRAVELING
“A transport policy which promotes the interoperability of all transport modes and means of transport on their own and in combination to obtain optimal and sustainable utilization of resources”
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
CO-MODAL TRAVELING
CAR
BUS TRAIN
WALK
TRAMWALK HOME
BIKE
?
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
A BETTER SYSTEM
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
CO-MODALITY IS
More sustainable but less comfortable
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
more sustainable but less comfortable
requires more, coordinated information and relies on a multitude of touchpoints
CO-MODALITY IS
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
more sustainable but less comfortable
requires more, coordinated information and relies on a multitude of touchpoints
ultimately requires the development of a cross-channel approach
CO-MODALITY IS
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
http://www.flickr.com/photos/mescon/3763672602/
TORSLANDA
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
CAR COMMUTERS
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
THE WRONG ANSWER?
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ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011
http://www.flickr.com/photos/mescon/3763672602/
A TRAVEL PLANNER APP!
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
Jönköpings Lanstrafiken
Jönköpings Kurir
SJ CPH Airport
Swebus
Landvetter Airport
Berlin Metro Map
VIP Taxi Berlin
Berlin Tegel AirportFLY'on
Lyon Metro & Tramway
Bike Share Status
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
our needs change through time, in the short and in the long period, and are shaped in accordance with the place
we currently are
WHEN TRAVELING
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
process
whew!
...
@#%!???
bus car signage print mobile
USER EXPERIENCE
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
SO, THE ANSWER?
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THE MATRIX
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
MULTI-CHANNEL VS CROSS-CHANNEL
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 contropiano.org
AT YOUR LOCAL BRANCH
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
ONLINE BANKING
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 agricorner.com
PHONE BANKING
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WE ALL HAD OUR TEDDY, RIGHT?
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TEDDIES HAVE GONE A LOOONG WAY
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From the point of view of the user this is not a stand-alone
product anymore It's a system. An experience
FROM PRODUCT TO ECOSYSTEM
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
A SEAMLESS EXPERIENCE
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
OPEN ECOLOGY
city transport is an open ecology where a number of
players participate, and some compete
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
CAR
BUS TRAIN
TRAM
SIGNSWALK HOME
BIKE
STOPS
PPEOPLE
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
WHY USE ONE'S CAR?
the two primary factors for using one's car were found to be control and risk reduction
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
PEOPLE WANT CONTROL
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
PUBLIC MEANS OF TRANSPORT?
an immediate loss of control and an uneven lack of
information along the journey
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
GIVE THEM AN APP THEN, BUT ..
make the app a fitting piece of a larger
cross-channel strategy, not the only control point
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
REFACTOR AND REFIT
change the travel planner into an information broker, a
personal travel manager and call it ARB (not really necessary)
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
INTEGRATE ACROSS CHANNELS
ARB integrates seamlessly with the many other
touchpoints commuters find along their way when using
co-modal transport
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
CAR
BUS TRAIN
TRAM
SIGNSWALK HOME
BIKE
STOPS
PPEOPLEAPP
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
A CONSISTENT EXPERIENCE
ARB ties all different pieces of the journey into a consistent experience, always providing
clues on what already happened and what is going to happen next
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
MAIN TASK: PROVIDE INFORMATION
information allows them to maximize their choices and go
beyond a bad commuting experience or simple satisficing
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
DO NOT INTRUDE
very much like a secretary, ARB works in the background
to oversee processes and assure that everything runs
smoothly and on time
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
CUT DOWN ON FEATURES
strip away everything that does not belong or reinforces the new paradigm and do not
duplicate functions
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
TWO DIFFERENT SITUATIONS
normal conditions, when everything works as as expected
difficult conditions, when something disrupts the normal
flow of events
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
IN NORMAL SITUATIONS
ARB plays a subdued role as an intelligent alarm / reminder, and as a confirmation point. It sends
off proactive warnings and notifies of upcoming changes in status
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
IN DIFFICULT SITUATIONS
ARB turns proactive warnings into operative suggestions for
alternative paths to route around blocks, delays, or
missed connections
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
BE A TEAM PLAYER
other information sources available in place are to be
considered and not downplayed nor second-guessed
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
WORK SEAMLESSLY
● touchpoints have to move from being competitors to
being seamless co-providers
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
PLAY YOUR STRENGTHS
don't try to be everythingusers will use other channels no
matter what you try or do
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
OPPORTUNITIES IN NEGATIVE SPACES
the availability of information at key decisional points and in
between decision points is a crucial factor in a successful
cross-channel strategy
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
POINT-OF-NO-RETURN
at some point of the commuting leg backing out
of the process is more impractical than going
forward no matter what
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
BE A SILENT, WATCHFUL PARTNER
favor passive acquisition of information and do not
require constant user attention or participation
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
BE MULTI-MODAL
use sound, movement (buzz), color and shape to convey
different levels of importance and urgency
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
USE AMBIENT SIGNIFIERS
ARB provides audio signals for key places. These could be
musical cues, or fully-formed messages or melodies uniquely
attached to a single location
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
ADD WHEN IT MAKES SENSE
For example, why not provide dynamic calculation of the
estimated time of arrival (ETA)?
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
LEARN THE POWER OF TAKE AWAY
in a city center, many touchpoints mean also many
alternative means of transport available
simplify and reduce choices
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
BRIEF RECAP
be a team playerdon't try to be everything
work with the ecosystembe a quiet partner
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
book
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ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
THANK YOU
Andrea @Resmini http://andrearesmini.com