1.Universal Mobile Interface A key concept for unleashing the mobile internet Universal Mobile Interface: A key concept for unleashing the mobile internet Martin Vendel, PhDBo Karlson, PhD SICS Seminar February 18 2009

2. Universal Mobile InterfaceA key concept for unleashing the mobile internetWorld Economic forum Davos 2009Mark Zuckerberg from World Economic forum Davos 2009SICS Seminar February 18 2009 3. Universal Mobile InterfaceA key concept for unleashing the mobile internetIn other words One Universal Mobile Interface (UMI) Look and feel is the same regardless of handset, platform, network or carrier.SICS Seminar February 18 2009 4. Universal Mobile Interface A key concept for unleashing the mobile internetMobile Internet Services Potential to be the main access point toInternet 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 orisolated Increased usage iPhone SICS Seminar February 18 2009 5. Universal Mobile Interface A key concept for unleashing the mobile internetUnmet needs Content Provider End User An easily managed and controlled A user-friendly window to Internet, mobile extension with theowned and controlled by me and possibility to reach allwith all my contentThis 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 thecomputer browser solution to the mobile? No, the mobile requires something else.SICS Seminar February 18 2009 6. Universal Mobile Interface A key concept for unleashing the mobile internetPresent 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 betweenapplications and run them in parallel Phone settings Strategies of operators: Pricing, walledgarden approaches Strategies of device manufacturers SICS Seminar February 18 2009 7. Universal Mobile Interface A key concept for unleashing the mobile internetApproaches to overcome barriersApplication SoftwareHorizontal approach(Java)(Google, Yahoo, Squace, MSN)OperatingVertical approach system (imode, iPhone, Blackberry)Hardware Number of devicesSICS Seminar February 18 2009 8. Universal Mobile InterfaceA key concept for unleashing the mobile internetUnmet needs End User Content Provider A user-friendly window to Internet An easily managed and controlled owned and controlled by me andmobile extension with the with all my content possibility to reach all Unser-friendlyEasily managed and controlledTake phone limitations into account (no key board Automatically generated mobile content based onand small screen), applications can work together,existing web content or very easy to createeasy to get started, master clientmobile content, master client Owned by me Mobile extensionClient/server based and independent of device Build upon existing web solutions with simpleand operatorintegration Controlled by meReach allPersonalization and full selection of applicationsClient/server based and independent of deviceand operatorAll my contentAll of the web available (long tail) in mobile formatas well as what I myself createSICS Seminar February 18 2009 9. Universal Mobile InterfaceA key concept for unleashing the mobile internetSolution 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 Viral potential SICS Seminar February 18 2009 10. Universal Mobile InterfaceA key concept for unleashing the mobile internetHorizontal approachesUMI UniversalContact books Mobile Interface(Zyb)(Squace) Degree of personalization Mobile browsers Content portals(Opera Mini)(Yahoo) Service richnessSICS Seminar February 18 2009 11. Universal Mobile Interface A key concept for unleashing the mobile internetKey considerations when choosing mobile marketing platformWEB 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 !! ! ! !SICS Seminar February 18 2009 12. Universal Mobile Interface A key concept for unleashing the mobile internetUI 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 approaches an open platform for all content and applications meeting both end user and CP needsSICS Seminar February 18 2009 13. Universal Mobile InterfaceA key concept for unleashing the mobile internetUMI checklist! Operator independent ! No typing of URL needed ! Devices independent! Can act as the main Internetservices interface ! Full personalization of Internet link collection ! Viral distribution capabilites ! All Internet available ! Simple down loading ! Including and intergrated to ! Freeware messaging! Very easy to create and ! Possibility to import contacts distribute content and mail from other! Support content provider applicationsbusiness models ! Universal payment solution ! Graphically adjusted to a small screen SICS Seminar February 18 2009 14. Universal Mobile InterfaceA key concept for unleashing the mobile internet Universal Mobile Interface, UMI: A key concept for unleashing the mobile internethttp://universalmobileinterface.wordpress.com SICS Seminar February 18 2009