umi presentation

April 2009

Universal Mobile Interface A key concept for unleashing the mobile internet

Universal Mobile Interface:

A key concept for unleashing the mobile internet

Martin Vendel, PhD

Bo Karlson, PhD

April 2009


World Economic forum Davos 2009

Mark Zuckerberg from World Economic forum Davos 2009

April 2009


In other words

One Universal Mobile Interface (UMI)

Look and feel is the same regardless of handset, platform, network or carrier.

April 2009


Mobile Internet Services

Potential to be the main access point to

Internet

– Mobile phones far outnumber PCs

– Always on and accompanying the end user

– Personal

Have not lived up to expectations

Underlying barriers gradually removed– High resolution color screens

– Data speed

– Price plans

Trends are positive – but often slow or

April 2009


Unmet needs

End User

– A user-friendly window to Internet, “owned” and controlled by me and with all my content

Content Provider

– An easily managed and controlled mobile extension with the possibility to reach all

This is what the web/PC delivers today regarding Internet services.

This is however not the case for the mobile. Is not then the answer to just copy the

April 2009


Present limitations and barriers

Limitations

– Small screen

– No full size key board, if any

Barriers

– A number of different OS

– Different versions of enabling software (Java)

– Difficulties to switch between applications and run them in parallel

– Phone settings

– Strategies of operators: Pricing, walled garden approaches

– Strategies of device manufacturers

April 2009


Approaches to overcome barriers

Application

Software(Java)

Operatingsystem

Hardware

Horizontal approach(Google, Yahoo, Squace, MSN)

Vertical approach(imode, iPhone, Blackberry)

Number of devices

April 2009


Unmet needs

End User

– A user-friendly window to Internet “owned” and controlled by me and

Content Provider

– An easily managed and controlled mobile extension with the possibility to reach all

Unser-friendly Take phone limitations into account (no key board

and small screen), applications can work together, easy to get started, “master client”

Owned by meClient/server based and independent of device

and operator

Controlled by me Personalization and full selection of applications

All my content All of the web available (long tail) in mobile format

as well as what I myself create

Easily managed and controlled

Automatically generated mobile content based on

existing web content or very easy to create

mobile content, “master client”

Mobile extensionBuild upon existing web solutions with simple

integration

Reach all Client/server based and independent of device

and operator

April 2009


Solution to meet needs

Client/server (master) client solution

Enable long-tail in mobile format

Main Internet services interface for all

types of server based services such as

contacts, mail, messaging, VoIP, social

networks etc.

Additional effects

April 2009


Horizontal approaches

UMI Universal Mobile Interface

(Squace)

Content portals(Yahoo)

Mobile browsers(Opera Mini)

Contact books(Zyb, Nimbuzz)

Service richness

Deg

ree

of p

erso

naliz

atio

n

April 2009


Key considerations when choosing mobile marketing platform

WEB WAP Own client App UMI

User Experience ! ! ! ! !

No download ! ! ! ! !

Look & feel ! ! ! ! !

Own development avoided ! ! ! ! !

Initial Cost ! ! ! ! !

Operational Cost ! ! ! ! !

Flexibility ! ! ! ! !

Time to market ! ! ! ! !

Addressable market ! ! ! ! !

Distribution efficiency ! ! ! ! !

April 2009


UI or API? No: a UMI!

To overcome the barriers of Internet usage

over the mobile, a holistic approach to the

problem is needed

UMI concept is such an approach including

both the UI and API perspectives as they are

part of the same question

UMI is an “over the top” horizontal solution

overcoming present issues with mobile OS etc.

UMI is compared to other horizontal

April 2009


UMI checklist

! Operator independent

! Devices independent

! Full personalization of Internet link collection

! All Internet available

! Including and intergrated to messaging

! Possibility to import contacts and mail from other applications

! Universal payment solution

! Graphically adjusted to a small screen

! No typing of URL needed

! Can act as the main Internet services interface

! Viral distribution capabilites

! Simple down loading

! Freeware

! Very easy to create and distribute content

! Support content provider business models

April 2009


Universal Mobile Interface, UMI: A key concept for unleashing the mobile internet

http://universalmobileinterface.wordpress.com



umi presentation

Technology