The wild west of mobile August 20, 2008

The Western Expansion In 1803, Andrew Jackson effects the Louisiana Purchase from France Suddenly …

In 1803, Andrew Jackson effects the Louisiana Purchase from France

Suddenly …

The Western Expansion

The Western Expansion

The Western Expansion

The Mobile Expansion

Go West, Young Brand - Overview Mobile Landscape User Carrier Marketer Device Findings and Lessons Mobile and Teens Mobile and Adults User Centric Design Stump the Chump

Mobile Landscape

User

Carrier

Marketer

Device

Findings and Lessons

Mobile and Teens

Mobile and Adults

User Centric Design

Stump the Chump

The mobile landscape: End Users The mobile landscape: End Users

Mobile – there’s gold in them hills! 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

Mobile – there’s gold in them hills! 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively 88.4 million US households have at least one phone, average has 2.1 devices

7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

88.4 million US households have at least one phone, average has 2.1 devices

Mobile – there’s gold in them hills! 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively 88.4 million US households have at least one phone, average has 2.1 devices 89% of consumers have a mobile phone

7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

88.4 million US households have at least one phone, average has 2.1 devices

89% of consumers have a mobile phone

Mobile – there’s gold in them hills! 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively 88.4 million US households have at least one phone, average has 2.1 devices 89% of consumers have a mobile phone 17% of users are now on the mobile web – 34.6 million people

7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

88.4 million US households have at least one phone, average has 2.1 devices

89% of consumers have a mobile phone

17% of users are now on the mobile web – 34.6 million people

Mobile – there’s gold in them hills! 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively 88.4 million US households have at least one phone, average has 2.1 devices 89% of consumers have a mobile phone 17% of users are now on the mobile web – 34.6 million people More than 33% of users send and receive text messages

7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

88.4 million US households have at least one phone, average has 2.1 devices

89% of consumers have a mobile phone

17% of users are now on the mobile web – 34.6 million people

More than 33% of users send and receive text messages

Mobile – there’s gold in them hills! 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively 88.4 million US households have at least one phone, average has 2.1 devices 89% of consumers have a mobile phone 17% of users are now on the mobile web – 34.6 million people More than 33% of users send and receive text messages 30% of US adults have a web-enabled phone, and 40% have some form of data service

7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively

88.4 million US households have at least one phone, average has 2.1 devices

89% of consumers have a mobile phone

17% of users are now on the mobile web – 34.6 million people

More than 33% of users send and receive text messages

30% of US adults have a web-enabled phone, and 40% have some form of data service

The market is almost saturated

But there is still room for meaningful growth 17% increase in smartphones (up from 10% in 2007)

17% increase in smartphones (up from 10% in 2007)

But there is still room for meaningful growth 17% increase in smartphones (up from 10% in 2007) Average spend on new devices - $101 (up $9 vs. previous 6 months)

17% increase in smartphones (up from 10% in 2007)

Average spend on new devices - $101 (up $9 vs. previous 6 months)

But there is still room for meaningful growth 17% increase in smartphones (up from 10% in 2007) Average spend on new devices - $101 (up $9 vs. previous 6 months) 33% obtained their handsets for ‘free’ (previously 36%)

17% increase in smartphones (up from 10% in 2007)

Average spend on new devices - $101 (up $9 vs. previous 6 months)

33% obtained their handsets for ‘free’ (previously 36%)

But there is still room for meaningful growth 17% increase in smartphones (up from 10% in 2007) Average spend on new devices - $101 (up $9 vs. previous 6 months) 33% obtained their handsets for ‘free’ (previously 36%) 40% ranked style and design as the most important consideration in choosing

17% increase in smartphones (up from 10% in 2007)

Average spend on new devices - $101 (up $9 vs. previous 6 months)

33% obtained their handsets for ‘free’ (previously 36%)

40% ranked style and design as the most important consideration in choosing

But there is still room for meaningful growth 17% increase in smartphones (up from 10% in 2007) Average spend on new devices - $101 (up $9 vs. previous 6 months) 33% obtained their handsets for ‘free’ (previously 36%) 40% ranked style and design as the most important consideration in choosing Average handset life is 17.7 months (16.6 months in 2006)

17% increase in smartphones (up from 10% in 2007)

Average spend on new devices - $101 (up $9 vs. previous 6 months)

33% obtained their handsets for ‘free’ (previously 36%)

40% ranked style and design as the most important consideration in choosing

Average handset life is 17.7 months (16.6 months in 2006)

User sophistication is a barrier to adoption There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, suggesting that some users aren’t fully aware of their handset’s capabilities.

There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers,

suggesting that some users aren’t fully aware of their handset’s capabilities.

User sophistication is a barrier to adoption There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, suggesting that some users aren’t fully aware of their handset’s capabilities. Users don’t know what features their devices have, and therefore are not tempted to use paid services Over 75% of phones have browsers But only 45% of users know it Ultimately, 25% of all users are on the mobile web

There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers,

suggesting that some users aren’t fully aware of their handset’s capabilities.

Users don’t know what features their devices have, and therefore are not tempted to use paid services

Over 75% of phones have browsers

But only 45% of users know it

Ultimately, 25% of all users are on the mobile web

User sophistication is a barrier to adoption There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, suggesting that some users aren’t fully aware of their handset’s capabilities. Users don’t know what features their devices have, and therefore are not tempted to use paid services Over 75% of phones have browsers But only 45% of users know it Ultimately, 25% of all users are on the mobile web

There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers,

suggesting that some users aren’t fully aware of their handset’s capabilities.

Users don’t know what features their devices have, and therefore are not tempted to use paid services

Over 75% of phones have browsers

But only 45% of users know it

Ultimately, 25% of all users are on the mobile web

The mobile landscape: The Carriers The mobile landscape: The Carriers

Consumers don’t like or trust the carriers. They switch plans quickly.

Consumers don’t like or trust the carriers.

They switch plans quickly.

To minimize churn, carriers are offering unlimited plans. This opens new horizons for the US consumer.

To minimize churn, carriers are offering unlimited plans.

This opens new horizons for the US consumer.

Data is Clearly Becoming King While voice ARPU continues its march downward… … users’ appetite for data is surging and showing no signs of abating “ Voice plans are pretty pricey, so I try to be a texter” “ It’s one of those things that once you have it, you don’t know what you did without it.”

While voice ARPU continues its march downward…

… users’ appetite for data is surging and showing no signs of abating

Many Platforms, Many Phones

Caution: Net Neutrality Carriers want to retain control

Carriers want to retain control

Caution: Net Neutrality Carriers want to retain control Brands need their permission

Carriers want to retain control

Brands need their permission

Caution: Net Neutrality Carriers want to retain control Brands need their permission This will change over time Android White Space

Carriers want to retain control

Brands need their permission

This will change over time

Android

White Space

The mobile landscape: The Marketers The mobile landscape: The Marketers

Some major prospectors: Text Advertising Major brands adopting and pushing forward in many verticals Consumer Brands – Procter and Gamble, Coca Cola

Major brands adopting and pushing forward in many verticals

Consumer Brands – Procter and Gamble, Coca Cola

Some major prospectors: Transactional Major brands adopting and pushing forward in many verticals Consumer Brands – Procter and Gamble, Coca Cola Online Banking – Bank of America, Citibank, Barclays, Wachovia

Major brands adopting and pushing forward in many verticals

Consumer Brands – Procter and Gamble, Coca Cola

Online Banking – Bank of America, Citibank, Barclays, Wachovia

Some major prospectors: Transactional Major brands adopting and pushing forward in many verticals Consumer Brands – Procter and Gamble, Coca Cola Online Banking – Bank of America, Citibank, Barclays, Wachovia Travel – Kayak, Orbitz, Delta

Major brands adopting and pushing forward in many verticals

Consumer Brands – Procter and Gamble, Coca Cola

Online Banking – Bank of America, Citibank, Barclays, Wachovia

Travel – Kayak, Orbitz, Delta

Some major prospectors: Social Major brands adopting and pushing forward in many verticals Online Banking – Bank of America, Citibank, Barclays, Wachovia Travel – Kayak, Orbitz, Delta Consumer Brands – Procter and Gamble, Coca Cola Social Networking – Facebook, MySpace, Google, etc…

Major brands adopting and pushing forward in many verticals

Online Banking – Bank of America, Citibank, Barclays, Wachovia

Travel – Kayak, Orbitz, Delta

Consumer Brands – Procter and Gamble, Coca Cola

Social Networking – Facebook, MySpace, Google, etc…

Caution: Rapid Change

The bar is raised, and the game is changed The bar is raised, and the game is changed

The bar is raised, and the game is changed Phone as fashion accoutrement Phone as all purpose digital accessory Phone as extension of persona The bar is raised, and the game is changed Phone as fashion accoutrement Phone as all purpose digital accessory Phone as extension of persona

Phone as fashion accoutrement

Phone as all purpose digital accessory

Phone as extension of persona

Phone as fashion accoutrement

Phone as all purpose digital accessory

Phone as extension of persona

And it will open more with Android Rumor: HTC will be making multiple phones for the Android Platform Fact: The Dev Community is a little mad due to a buggy SDK, some people think it’s vaporware My .02 – Google is throwing money at it, they’ll make it so.

Rumor: HTC will be making multiple phones for the Android Platform

Fact: The Dev Community is a little mad due to a buggy SDK, some people think it’s vaporware

My .02 – Google is throwing money at it, they’ll make it so.

Rich User Experiences are Needed to Drive the Mobile Phone Market Aside from the experience delivered by the iPhone, a lack of rich user interactions on the mobile phone is a pain point for many consumers

Aside from the experience delivered by the iPhone, a lack of rich user interactions on the mobile phone is a pain point for many consumers

But for the Phone to Succeed, the User Experience Must be Compelling AT&T experienced a sharp rise in subscribers after the release of the iPhone as users flocked to the device due to its engaging user interface and ease of use “ I chose an iPhone. Nokia had all the features but their user interface is terrible.”

AT&T experienced a sharp rise in subscribers after the release of the iPhone as users flocked to the device due to its engaging user interface and ease of use

The Mobile Device is Destined to be a Jack of All Trades At least 40% of all respondents want utility and interactions from their mobiles that mimics what they can get from their PCs Multi-tool: utility and functionality

At least 40% of all respondents want utility and interactions from their mobiles that mimics what they can get from their PCs

Multi-tool: utility and functionality

But the cellphone is dead Currently, users seek to use their phone primarily as a communication device and organization tool It is thought of as a tool primarily for voice, email, and text communications, or light organizational tasks However, the market is changing Data plans are opening up Content is becoming more available Users are beginning to expect more from their devices

Currently, users seek to use their phone primarily as a communication device and organization tool

It is thought of as a tool primarily for voice, email, and text communications, or light organizational tasks

However, the market is changing

Data plans are opening up

Content is becoming more available

Users are beginning to expect more from their devices

The phone is undergoing cultural transformation What is now perceived as a communication tool with other functions will become a digital tool that bridges the divide between online and offline, digital and analog worlds.

What is now perceived as a communication tool with other functions will become a digital tool that bridges the divide between online and offline, digital and analog worlds.

Case Studies

Mobile and Teens Mobile and Teens

Teens are the biggest mobile users 91% of teenagers have a mobile phone

91% of teenagers have a mobile phone

Teens are the biggest mobile users 91% of teenagers have a mobile phone 61% percent prefer using mobile to landline

91% of teenagers have a mobile phone

61% percent prefer using mobile to landline

Teens are the biggest mobile users 91% of teenagers have a mobile phone 61% percent prefer using mobile to landline 60% want a more sophisticated phone

91% of teenagers have a mobile phone

61% percent prefer using mobile to landline

60% want a more sophisticated phone

Teens are the biggest mobile users 91% of teenagers have a mobile phone 61% percent prefer using mobile to landline 60% want a more sophisticated phone 33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones

91% of teenagers have a mobile phone

61% percent prefer using mobile to landline

60% want a more sophisticated phone

33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones

Teens are the biggest mobile users 91% of teenagers have a mobile phone 61% percent prefer using mobile to landline 60% want a more sophisticated phone 33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones 18.7 of them play downloadable games

91% of teenagers have a mobile phone

61% percent prefer using mobile to landline

60% want a more sophisticated phone

33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones

18.7 of them play downloadable games

It’s a whole new culture out there It’s a (very) different culture Different language Test everything. Test early. Test often.

It’s a (very) different culture

Different language

Test everything. Test early. Test often.

It’s a whole new culture out there It’s a (very) different culture Different language Test everything. Test early. Test often.

It’s a (very) different culture

Different language

Test everything. Test early. Test often.

It’s a whole new culture out there It’s a (very) different culture Different language Test everything. Test early. Test often.

It’s a (very) different culture

Different language

Test everything. Test early. Test often.

Teenagers are savvy consumers Connoisseurs of media consumption Smell a fake from a mile away Don’t fake it They know overt marketing strategies, and will not respond well to them

Connoisseurs of media consumption

Smell a fake from a mile away

Don’t fake it

They know overt marketing strategies, and will not respond well to them

Brands matter, coolness matters too! 46% of teens surveyed stay with brands that they like

46% of teens surveyed stay with brands that they like

Brands matter, coolness matters too! 46% of teens surveyed stay with brands that they like 52% felt that brands are created just to get more money

46% of teens surveyed stay with brands that they like

52% felt that brands are created just to get more money

Brands matter, coolness matters too! 46% of teens surveyed stay with brands that they like 52% felt that brands are created just to get more money 29% said that having cool brands made them feel cool

46% of teens surveyed stay with brands that they like

52% felt that brands are created just to get more money

29% said that having cool brands made them feel cool

Brands matter, coolness matters too! 46% of teens surveyed stay with brands that they like 52% felt that brands are created just to get more money 29% said that having cool brands made them feel cool 25% leave brands once they become too popular

46% of teens surveyed stay with brands that they like

52% felt that brands are created just to get more money

29% said that having cool brands made them feel cool

25% leave brands once they become too popular

Brands matter, coolness matters too! 46% of teens surveyed stay with brands that they like 52% felt that brands are created just to get more money 29% said that having cool brands made them feel cool 25% leave brands once they become too popular 95% of kids we surveyed knew the target brand. 5% actually were consuming it.

46% of teens surveyed stay with brands that they like

52% felt that brands are created just to get more money

29% said that having cool brands made them feel cool

25% leave brands once they become too popular

95% of kids we surveyed knew the target brand. 5% actually were consuming it.

Brands matter, coolness matters too! 46% of teens surveyed stay with brands that they like 52% felt that brands are created just to get more money 29% said that having cool brands made them feel cool 25% leave brands once they become too popular 95% of kids we surveyed knew the target brand. 5% actually were consuming it. “ if an uncool kid starts doing it, nobody else will start doing it”

46% of teens surveyed stay with brands that they like

52% felt that brands are created just to get more money

29% said that having cool brands made them feel cool

25% leave brands once they become too popular

95% of kids we surveyed knew the target brand. 5% actually were consuming it.

Viral interactions – at the mall Kids use their technology 48% of US kids will walk around with phone plastered to head More than 33% will SMS or MMS in real time 33% of kids are content creators

Kids use their technology

48% of US kids will walk around with phone plastered to head

More than 33% will SMS or MMS in real time

33% of kids are content creators

Viral interactions – at the mall Kids use their technology Let them do the work Leverage tools which promote viral messaging thru SMS and MMS Create tie-ins between desktop and mobile web

Kids use their technology

Let them do the work

Leverage tools which promote viral messaging thru SMS and MMS

Create tie-ins between desktop and mobile web

Viral interactions – at the mall Kids use their technology Let them do the work The brand voice will carry a lot more impact if it’s from them, not you

Kids use their technology

Let them do the work

The brand voice will carry a lot more impact if it’s from them, not you

Viral interactions – at a concert Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded.

Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded.

Viral interactions – at a concert Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded. For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers

Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded.

For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers

Viral interactions – at a concert Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded. For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers Other artists are trying even more sophisticated interaction through the mobile web, including creating video clips which were then sent to their phones.

Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded.

For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers

Other artists are trying even more sophisticated interaction through the mobile web, including creating video clips which were then sent to their phones.

Ringtones Listed on Billboard’s charting since 2004 Very appealing to teens Kids loved free stuff

Listed on Billboard’s charting since 2004

Very appealing to teens

Kids loved free stuff

Ringtones Caveat Emptor Data charges will apply to download Even if it’s free, it won’t be free

Caveat Emptor

Data charges will apply to download

Even if it’s free, it won’t be free

Costs matter greatly to this audience Urban youth pay for their plans, and don’t want to pay out of pocket for something that is perceived to be free “ I’m interested to see, but the cost is bad.” Suburban youth are concerned with upsetting their parents “ I’m interested, I’d download it – hope my Mom doesn’t yell at me.” In both cases tends will go to lengths to minimize costs 25% have two phones, one for voice, and one for web (parents paid voice plans, kid paid web)

Urban youth pay for their plans, and don’t want to pay out of pocket for something that is perceived to be free

“ I’m interested to see, but the cost is bad.”

Suburban youth are concerned with upsetting their parents

“ I’m interested, I’d download it – hope my Mom doesn’t yell at me.”

In both cases tends will go to lengths to minimize costs

25% have two phones, one for voice, and one for web (parents paid voice plans, kid paid web)

Lawyers and Accountants Kids are generally fuzzy about what is free and what isn’t When they find out that they paid for a ‘free’ download, it reflects very poorly on the brand

Kids are generally fuzzy about what is free and what isn’t

When they find out that they paid for a ‘free’ download, it reflects very poorly on the brand

Privacy and Security Privacy 79% don’t want ads on mobile devices Free downloads in exchange for watching ads not popular Security 3% of users trust text ads on mobile phones Users are concerned about data security

Privacy

79% don’t want ads on mobile devices

Free downloads in exchange for watching ads not popular

Security

3% of users trust text ads on mobile phones

Users are concerned about data security

User Centric Mobile Design User Centric Mobile Design

What is User Centric Design?

User Research: Make sure your audience is there Within different groups, there are different behaviors Not just age Ethnicity Income Make sure that the audience you target uses the phone in the manner you want to use “ I wouldn’t text if it wasn’t for my girlfriend”

Within different groups, there are different behaviors

Not just age

Ethnicity

Income

Make sure that the audience you target uses the phone in the manner you want to use

User Research: Analyze their phone usage Carriers

Carriers

User Research: Analyze their phone usage Plans and usage Email Browsing the web SMS

Plans and usage

User Research: What kinds of phones do they use? Sophistication Operating Systems Interfaces WAP HTML TEXT

Sophistication

Operating Systems

Interfaces

Designing: Optimize for Small Screens Visual design Content modeling Heuristic cues Optimize content for smaller screens Will images scale? Can they see the buttons?

Visual design

Content modeling

Heuristic cues

Designing: Simplify Interactions Simplify content entry and data manipulation Tough to Type Hard to Use Dropdowns

Simplify content entry and data manipulation

Tough to Type

Hard to Use Dropdowns

Designing: Consider the Context Ever-changing environment Sporadic Connectivity Public Spaces vs Private Content

Ever-changing environment

Sporadic Connectivity

Public Spaces vs Private Content

Designing: Design for the Platform Application code impacts battery longevity Simple Graphics Minimize Data Transfer

Application code impacts battery longevity

Simple Graphics

Minimize Data Transfer

Designing: Speak a language they understand Speak a language they understand Icons, menus, and behavioral systems Users have to teach themselves the language of the phone Clean icons at top levels, logical navigations within applications

Speak a language they understand

Icons, menus, and behavioral systems

Users have to teach themselves the language of the phone

Clean icons at top levels, logical navigations within applications

Building: Don’t Miniaturize it

Building: Don’t Miniaturize it – Mobilize it!

Building: Pare it down to what’s crucial

Building: And then pare it down again

Building: And then pare it down again

Testing applications for mobile Setup – you don’t have as much control Backup phone, charger Decent connectivity Tools to see phone as well as user

Setup – you don’t have as much control

Backup phone, charger

Decent connectivity

Tools to see phone as well as user

Testing applications for mobile Setup – you don’t have as much control Scripts – be flexible Lots of different phones means lots of different experiences Prepare to adapt on the fly and then normalize findings Have a plan for when their phone crashes

Setup – you don’t have as much control

Scripts – be flexible

Lots of different phones means lots of different experiences

Prepare to adapt on the fly and then normalize findings

Have a plan for when their phone crashes

Testing applications for mobile Setup – you don’t have as much control Scripts – be flexible Test before you test Test early and often, but only once app is stable and reliable Test in different areas

Setup – you don’t have as much control

Scripts – be flexible

Test before you test

Test early and often, but only once app is stable and reliable

Test in different areas

Testing usability with teens They are sometimes intimidated Harder to get the truth from them, they want to please Not especially good at thinking out loud

They are sometimes intimidated

Harder to get the truth from them, they want to please

Not especially good at thinking out loud

Testing usability with teens They are sometimes intimidated They are hard to nail down They will waffle based on your questions It’s hard to dig in

They are sometimes intimidated

They are hard to nail down

They will waffle based on your questions

It’s hard to dig in

Testing usability with teens They are sometimes intimidated They are hard to nail down With teens, come parents Lots of rules and laws Be careful!

They are sometimes intimidated

They are hard to nail down

With teens, come parents

Lots of rules and laws

Be careful!

Results from user testing Some Of Our Findings Some of Our Findings

Some findings More sophisticated phone users expect an experience more analogous to the web

More sophisticated phone users expect an experience more analogous to the web

Some findings More sophisticated phone users expect an experience more analogous to the web Older phone models do better with a simplified, text based UI

More sophisticated phone users expect an experience more analogous to the web

Older phone models do better with a simplified, text based UI

Some findings More sophisticated phone users expect an experience more analogous to the web Older phone models do better with a simplified, text based UI Teens are adapted to rapid change and emerging technologies Comfortable with rapid change Think they know more than they might MMS is still not widely understood

More sophisticated phone users expect an experience more analogous to the web

Older phone models do better with a simplified, text based UI

Teens are adapted to rapid change and emerging technologies

Comfortable with rapid change

Think they know more than they might

MMS is still not widely understood

Some findings More sophisticated phone users expect an experience more analogous to the web Older phone models do better with a simplified, text based UI Teens are adapted to rapid change and emerging technologies Kids are so proficient that they get ahead of themselves Cause hang-ups Impair using the platform

More sophisticated phone users expect an experience more analogous to the web

Older phone models do better with a simplified, text based UI

Teens are adapted to rapid change and emerging technologies

Kids are so proficient that they get ahead of themselves

Cause hang-ups

Impair using the platform

Devices aren’t responsive Communication with the device will become as important as communication between others Data entry and manipulation is core to the process Have the device react to user inputs The device should be proactive, not reactive to user needs Learn from user behavior, and predict actions Provide haptic feedback when typing and interacting “ The feedback from the touch screen – the way it vibrates in acknowledgement. ”

Communication with the device will become as important as communication between others

Data entry and manipulation is core to the process

Have the device react to user inputs

The device should be proactive, not reactive to user needs

Learn from user behavior, and predict actions

Provide haptic feedback when typing and interacting

Users want control of their devices Not only do users require the ability to highly personalize their devices, but they will want to be able to easily organize and manipulate information through the GUI. Solutions : Allow them to organize their own files and data architecture Make the information structure as flat as possible (don’t bury things) Simplify personalization of ringtones, wallpapers, and system settings Enable users to move or hide menus that are not frequently used

Not only do users require the ability to highly personalize their devices, but they will want to be able to easily organize and manipulate information through the GUI.

Solutions :

Allow them to organize their own files and data architecture

Make the information structure as flat as possible (don’t bury things)

Simplify personalization of ringtones, wallpapers, and system settings

Enable users to move or hide menus that are not frequently used

The learning curve is steep Users have to teach themselves to speak the language of the phone. The more the phone can speak to them, the better. Solution : Use a visual language that they already understand, i.e. windows and files Develop clean iconography at the top levels, combined with simple, intuitive menus Avoid unnecessary animations and graphics “ Simplicity and Usability are paramount to all users, but articulating this at point of sale might be challenging.”

Users have to teach themselves to speak the language of the phone. The more the phone can speak to them, the better.

Solution :

Use a visual language that they already understand, i.e. windows and files

Develop clean iconography at the top levels, combined with simple, intuitive menus

Avoid unnecessary animations and graphics

“ Simplicity and Usability are paramount to all users, but articulating this at point of sale might be challenging.”

It is hard for users to read smaller screens The screen is the heart of the GUI. While it can be hard to increase the size of the device, there are ways to increase the value of the available space. Solution : Simplify information, hide extraneous data Higher screen resolutions squeeze more onto the page Avoid distracting animations Ensure that color palettes have contrast, but are not jarring

The screen is the heart of the GUI. While it can be hard to increase the size of the device, there are ways to increase the value of the available space.

Solution :

Simplify information, hide extraneous data

Higher screen resolutions squeeze more onto the page

Avoid distracting animations

Ensure that color palettes have contrast, but are not jarring

Summary Mobile is taking off Big Brands are getting involved The ecosystem can be very complicated Teenagers are a great audience Reach the right ones, with the right message, in the right way Develop applications tailored to their needs Test carefully and thoroughly Go West, Young Brand!

Mobile is taking off

Big Brands are getting involved

The ecosystem can be very complicated

Teenagers are a great audience

Reach the right ones, with the right message, in the right way

Develop applications tailored to their needs

Test carefully and thoroughly

Go West, Young Brand!

Thanks for coming! Any Questions?

Appendix A – contact information and resources http://www.w3.org/TR/mobile-bp/#iddiv3126674664 It’s dry, but comprehensive – the W3C’s Mobile Best Practices http://wapreview.com/blog/?p=321 This is a great, if somewhat visually unengaging site to check out http://www.boohooforyou.com/ Funny, if a tad weird, site talking about functionality available in japan. Take it with a grain of salt. It might be down, search for it on the wayback machine. http ://fiercemobilewireless.com/

http://www.w3.org/TR/mobile-bp/#iddiv3126674664

It’s dry, but comprehensive – the W3C’s Mobile Best Practices

http://wapreview.com/blog/?p=321

This is a great, if somewhat visually unengaging site to check out

http://www.boohooforyou.com/

Funny, if a tad weird, site talking about functionality available in japan. Take it with a grain of salt. It might be down, search for it on the wayback machine.

http ://fiercemobilewireless.com/

Drop me a line, email, SMS, MMS, text … Evan Gerber Principal Consultant, Experience Design P 415.541.2835 F 310.907.3565 E [email_address]

Evan Gerber

Principal Consultant, Experience Design

P 415.541.2835

F 310.907.3565

E [email_address]