The Here-Now Generation

edenspiekermann_the here now generation:master mobileEdo van Dijknovember 2011amsterdam berlin stuttgart

edenspiekermann_ Users

edenspiekermann_ who Users why

edenspiekermann_ who Users why Content

edenspiekermann_ who Users why Content what how

edenspiekermann_ who Users why Content Context what where when how

edenspiekermann_ who Users why Content Context what where when how here now

edenspiekermann_ “One of the interesting estimates is that there are about 35 billion devices connected to the internet. Soon, there will be so many that we’ll stop counting.” Eric Schmidt - Google 2010 estimates put the world population over 6.8 billion inhabitants...

http://www.flickr.com/photos/matthewcouperphotography/3953833698/edenspiekermann_ In 2 years time, more people will use internet via mobile than via desktop devices

http://moconews.net/article/419-infographic-smartphones-and-apps-in-europe/edenspiekermann_ Over 46 million Europeans use full internet on their smartphones. This will more than double over the next 12 months.

edenspiekermann_ Average mobile data usage in Gb per month 16 14 12 10 8 6 4 2 0 2008 2009 2010 2011 2012 2013 2014 2015 Mobile data usage will explode in the coming 3-4 years Source: Annual Report Deutsche Telekom 2009

edenspiekermann_ …what’s going on ?

edenspiekermann_ who Users why Content Context

edenspiekermann_ who Users 3 types of users* *according to Google (2007)

edenspiekermann_ Repetitive now Bored now Urgent now 3 types of users* http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

http://www.flickr.com/photos/samuelkubecka/5157711698edenspiekermann_ Repetitive now

edenspiekermann_

http://www.flickr.com/photos/bcmom/375125992edenspiekermann_ Bored now

edenspiekermann_

http://www.flickr.com/photos/54459739@N08/5591621735edenspiekermann_ Urgent now

edenspiekermann_

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibuedenspiekermann_ environment reliable network focused user focused user 1hr train ride privacy reliable network? comfy unlimited data unlimited wifi? chair two hands full-sized it’s now also this... keyboard reliable power source? privacy comfy work surface chair or this... reliable power source mobile has become an http://www.flickr.com/photos/othree/5224045406 extension of ourselves iPad 2 magnets are comfy apparently strong chair privacy enough to ‘natively’ do this! one hand reliable power prone to source interruptions or possibly this... gravity and maybe some of this? http://www.flickr.com/photos/joeshlabotnik/2359224681 http://www.flickr.com/photos/mattedgar/3724116027 http://tumblr.topherhulett.com/post/3902283232/i-know-you-were-wondering-yes-the-magnets-in

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibuedenspiekermann_ “We’re in a world of one line of connectivity. That’s us. You see… we don’t have to ‘go’ to the internet anymore.” Mitch Joel - TEDxMontreal

http://www.flickr.com/photos/jcfrog/4692750598edenspiekermann_ “...the mobile internet is more convenient than my home connection…” say 30% of respondents – Yahoo/Nielsen Mobile Shopping research

http://www.flickr.com/photos/tocaboca/5523598823 edenspiekermann_“For kids like my 13 year-old, theboundaries between the internet andlife are so porous as to be meaningless.” Comment on the Guardian web site

edenspiekermann_ What does this mean for your mobile strategy?

http://www.slideshare.net/JoostHolthuis/tedx-holthuis-24052011edenspiekermann_ Step into your customer’s life

Different screens dominate at different timesedenspiekermann_ http://www.slideshare.net/fjordnet/next-generation-devices-for-next-generation-users 7:00 AM 8:02 AM 8:30 AM Wake up, get Drink coffee, read Drive to work 9:00 AM ready news, check email Work day begins 12:00 PM Lunchtime, call a friend Live the customer journey 2:48 PM 6:40 PM Take a break, Dinnertime, watch browse phone 9:20 PM TV, browse tablet 5:00 PM Bedtime, set alarm Work day ends. clock for tomorrow Drive home Slide 8 © Fjord 2011 | Confidential

edenspiekermann_ Involve users. Let them share, react and participate.

http://www.snapforbusiness.com/index.php/homeedenspiekermann_ Involve customers. Create a new kind of loyalty.

edenspiekermann_ Don’t try and control the conversation. It will continue elsewhere.

edenspiekermann_ Users Content Context what how

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibuedenspiekermann_ Content, not ‘chrome’ Make content interactive and navigable, reduce the user interface

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibuedenspiekermann_ On smaller screens, content naturally ends up front and centre

http://www.alistapart.com/articles/responsive-web-designedenspiekermann_ Make designs ‘responsive’ Design content in such a way that it can adapt to different context

http://mobilism.nl/2011/coverage - lukewroblewski-mobilefirst-mobilsm11.pdfedenspiekermann_ Present corporate site Native Southwest Airlines Mobile App app Site could have looked like this 21 22 23 ‘Mobile First’ Design for mobile apps first before making the desktop version

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibuedenspiekermann_ Most sites are built as giant giant most sites are built as (often containers… data all-purpose) data containers... perhaps a couple of these Perhaps a couple of these would do would do just fine... just fine… http://www.flickr.com/photos/lisasanderson/3414118999/ Create ‘Distributed Experiences’ Not everything needs to be on the corporate site. http://www.flickr.com/photos/56705607@N00/3555678336

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu edenspiekermann_ads we see examples of this already media search apps These distributed experiences together form an ecology, geared towards the user’s needs

edenspiekermann_ Users why Content Context where when

Fjord - Designing for the connected world, Mobile 2.0 Conference, Barcelona, June 2011edenspiekermann_Lean-back, together, passive Relaxed, alone & together, watching, browsing Context is unpredictable and changes constantlyHandy, alert, agile and active Lean-forward, concentrated, editing

edenspiekermann_ Create ‘Liquid Experiences’ to accomodate users on-the-go and keep them connected.

http://www.layar.comedenspiekermann_ Herengracht 348/hs EUR 829.000 k.k.Be relevant Woonoppervlak 156 m2on location Afstand: 85m Makelaarskantoor Babs Persoons B.V.

http://www.iamsterdam.com/en/visiting/placestogo/exploreamsterdam/qr_toursedenspiekermann_Be relevanton location

http://www.winestein.infoedenspiekermann_Add value to yourcustomer’s life

http://www.sentres.comedenspiekermann_Be indispensable

edenspiekermann_ Context •  Context is variable, unpredictable Users and changes constantly •  You can’t control everything anymore •  Be relevant, add value, be indispensable •  Let users react, share and participate Content •  Develop an ecology based on customer needs •  Step into your customer’s life •  Live the customer journey •  Focus on content, not on ‘chrome’ •  Make content adaptable to context •  Design responsively •  ‘Mobile first’

http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibuedenspiekermann_ “ The most profound technologies are those The most profound technologies are those that disappear. They weave themselves into that disappear. They weave themselves the fabric of everyday life until they are are into the fabric of everyday life until they indistinguishable from it... –-Mark Weiser indistinguishable from it…. Mark Weiser

edenspiekermann_thank you http://edenspiekermann.com/en/mobileamsterdam berlin stuttgart

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The Here-Now Generation

by Edo van Dijk on Jun 06, 2012

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