EVERYTHING WILL GO MOBILE The Future of Digital Jennifer Wilson principal L ean F orwar d

The Future of Digital

The Mobile – ubiquitous everywhere Key Point – “The user interface everywhere” Everything will become connected (wirelessly) Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation Trucks sensing wear on wheels and placing order for new tyres when next serviced More interesting - use of existing mobile devices as intelligent sensors GPS plus (time) in a car = traffic flows GPS plus (temperature) = instant local weather User activity = context and relevance

Key Point – “The user interface everywhere”

Everything will become connected (wirelessly)

Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation

Trucks sensing wear on wheels and placing order for new tyres when next serviced

More interesting - use of existing mobile devices as intelligent sensors

GPS plus (time) in a car = traffic flows

GPS plus (temperature) = instant local weather

User activity = context and relevance

“ Context” + “Personalisation” Personalisation is capturing the information someone gives you about themselves Context is knowing what goes before this, what other influences re, unspoken factors Once you have context, recommendations are natural (add search, commerce and wow!) For mobile, some context is automatic: Location Day of week Time of day Previous actions from <here> at <similar times> What they did before they got to <this service>

Personalisation is capturing the information someone gives you about themselves

Context is knowing what goes before this, what other influences re, unspoken factors

Once you have context, recommendations are natural (add search, commerce and wow!)

For mobile, some context is automatic:

Location

Day of week

Time of day

Previous actions from <here> at <similar times>

What they did before they got to <this service>

The Changing Forms (as ‘phone’)

GPS systems Music Players Watches Book readers Cameras The Changing Device (as ‘form’)

GPS systems

Music Players

Watches

Book readers

Cameras

Why Mobile as Platform? The first personal mass media channel Always with us, always on Location awareness Built in payment channel Creative tool for UGC (video, text & image) Near-perfect audience data Able to capture the social context of media Proactive communication tool Based upon Tomi Ahonen – Mobile as the 7 th Mass Media

The first personal mass media channel

Always with us, always on

Location awareness

Built in payment channel

Creative tool for UGC (video, text & image)

Near-perfect audience data

Able to capture the social context of media

Proactive communication tool

Media – audience measurement AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found: On TV, the total audience data that can be captured is 1% On the internet, the total audience data that can be captured is 10% On mobile, the total audience data that can be captured is 90% AMF Venture 2007

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:

On TV, the total audience data that can be captured is 1%

On the internet, the total audience data that can be captured is 10%

On mobile, the total audience data that can be captured is 90%

AMF Venture 2007

Numbers Twice as many mobiles as TV sets Three times as many mobile subscribers as internet users Four times as many mobiles as PCs Five times as many mobile as cars. 31% of all music dollars spent worldwide 20% of videogaming software Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.

Twice as many mobiles as TV sets

Three times as many mobile subscribers as internet users

Four times as many mobiles as PCs

Five times as many mobile as cars.

31% of all music dollars spent worldwide

20% of videogaming software

Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.

Crossing the Digital Divide? Fishermen in Kerala use the mobile to arbitrage the fish market Grameen Bank becomes Grameen Phone 200 million units and growing

Fishermen in Kerala use the mobile to arbitrage the fish market

Grameen Bank becomes Grameen Phone

200 million units and growing

Hopes and dreams Common low data rate for mobile If we complain about broadband speeds… Mobile as consumer engagement channel Not just a marketing tool (which budget?) Dramatically better behavioural tracking Did I mention context? Or personalisation? Wholesale (and understood) data rate Make advertisers pay for watching their content Smarter mobile services And more than iPhone please!

Common low data rate for mobile

If we complain about broadband speeds…

Mobile as consumer engagement channel

Not just a marketing tool (which budget?)

Dramatically better behavioural tracking

Did I mention context? Or personalisation?

Wholesale (and understood) data rate

Make advertisers pay for watching their content

Smarter mobile services

And more than iPhone please!

More hopes and dreams Advertising and entertainment merging Can’t get audience? Can’t get funding? More Social Message Services Twitter more mainstream Use of these in enterprise Yammer – internal twitter Social networks leave the applications Becomes feature, not trapped as function Can we stop the ‘cloud’ being owned? The next evil empire is…..

Advertising and entertainment merging

Can’t get audience? Can’t get funding?

More Social Message Services

Twitter more mainstream

Use of these in enterprise

Yammer – internal twitter

Social networks leave the applications

Becomes feature, not trapped as function

Can we stop the ‘cloud’ being owned?

The next evil empire is…..

What is coming on mobile? Better personalisation – less inquisitive (because the machines can learn…..) Use of voice as a navigation tool Use of metadata not immediately relevant to make for better context Information aggregated from users, not from a centralised server someone Useful recommendations based on context || local users || my community || request Real Mobile Augmented Reality

Better personalisation – less inquisitive (because the machines can learn…..)

Use of voice as a navigation tool

Use of metadata not immediately relevant to make for better context

Information aggregated from users, not from a centralised server someone

Useful recommendations based on context || local users || my community || request

Real Mobile Augmented Reality

IS MOBILE… The future of digital Jennifer Wilson principal L ean F orwar d

The future of digital