My presentation I gave at Marketing Pioneers event

1. Hello..

2. I am a pioneer
Pioneer in Retail
Pioneer in Mobile Networks
Pioneer in Mobile Phone Distribution
Pioneer in Mobile Social Networking
Pioneer in Mobile Networking Events
Pioneer in Mobile Services
Pioneer in Contextual Services startup

3. Strategic Creative Consultancy
specialised in Mobile Services

4. sprxmobile team
Claire Boonstra - Managing Director
Responsible for General Management and day to day
operations
Raimo van der Klein - Creative Director
Responsible for Concept Development, creative & design
input.
Maarten Lens-FitzGerald - Marketing Director
Responsible for Marketing, Communication and
publishing

5. We are
Mobile Service Architects

6. We design around
personal context..

8. Technology Design Vendor selection
Mobile Advertising
Interaction DesignService Design
Partnerships
Mobile Awareness Mobile Inspiration
Mobile Marketing
Mobile Thinktank
Business Models
Communities
Concept Development
Contact & Interaction
Strategy & Vision
Mobile Service Architecture

9. The Mobile Revolution
my findings at the edge of mobile

10. 1992

11. 2000
2008
1992
communication mobile internet contextual services

12. Contextual Services
=
Services designed
around your situation.

13. see
hear
feel taste
smell

14. see
hear
feel taste
smell
information of
a situation

15. see
hear
feel taste
smell
information of
a situation
we don’t know half
of it

17. Personal Mobile Context

18. Activities
(what)
Environment
Social
(who)
Spatio -
Temporal
(where/when)
Mental
Physiological
People nearby
Buddyfinder
Weather
Rain prediction
NFC / RFID
Roomware
Navigation
Track & Trace
Geofencing
Me
Virtual
me
Emomapping
Social Networks
Flickr comments
(Social Backchannel)
Accelerometer
Nokia Sportstracker
Stepcounter
Heartrate
Education
Beliefs
Experiences
Twitter
Presence
Agenda
Personal Mobile Context

19. Change in Context triggers
mobile usage
State A State B
=

20. http://www.flickr.com/photos/skyshanghai/2400793508/
!♥
?

21. ♥! ?
Mobile happens around the
“!”, the “?” and the ”♥“
Knowing what
you want
Connecting &
sharing
Needing help

22. Getting ready
for battle
Feasting,
Sexing &
Primping
Returning back
to Camp
Protecting yourself
from the future
7.00 9.00 17.00 22.00 0.00
Rituals & Mobile moments
Inspired by BBDO

23. Getting ready
for battle
Feasting,
Sexing &
Primping
Returning back
to Camp
Protecting yourself
from the future
Check Check Check Check Check
7.00 9.00 17.00 22.00 0.00
Rituals & Mobile moments
Inspired by BBDO

24. Contextual Services
=
Services Designed
around your situation.

27. Prerequisites for a
contextual web:

28. 1. Content
2. Need fullfillment process
3. Services

29. 1.
Contextual Segmentation
of content

30. http://www.flickr.com/photos/zenzenok/12417299/
Can we imagine what information might be
relevant for someone stuck at an airport?

31. Can we imagine what information might be relevant
for someone going into the city at eleven?

32. Can we imagine what information might be relevant
for someone going into the city at eleven?
In the afternoon or at night?

33. 2.
Changed ways in
Need Fulfillment

34. context specific need relevant information
.
Fulfillment process
PHYSICAL
WORLD
VIRTUAL
WORLD

35. context specific need relevant information
.
Fulfillment process
Now
Get your fulfillment
‘ smart’ tools
PHYSICAL
WORLD
VIRTUAL
WORLD

36. context specific need relevant information
.
Fulfillment process
Automated fulfillment
Now
Future
Get your fulfillment
‘ smart’ tools
‘ smart’ tools
PHYSICAL
WORLD
VIRTUAL
WORLD

37. context specific need relevant information
.
Fulfillment process
Automated fulfillment
Now
Next
Future
Contextual marketplaces
Get your fulfillment
‘ smart’ tools
‘ smart’ tools
PHYSICAL
WORLD
VIRTUAL
WORLD

38. zcapes
YOU are a fisherman off the coast of northern Kerala, a region in the south of India. Visiting
your usual fishing ground, you bring in an unusually good catch of sardines. That means other
fishermen in the area will probably have done well too, so there will be plenty of supply at the
local beach market: prices will be low, and you may not even be able to sell your catch.
Should you head for the usual market anyway, or should you go down the coast in the hope
that fishermen in that area will not have done so well and your fish will fetch a better price? If
you make the wrong choice you cannot visit another market because fuel is costly and each
market is open for only a couple of hours before dawn—and it takes that long for your boat to
putter from one to the next. Since fish are perishable, any that cannot be sold will have to be
dumped into the sea.

39. 3.
Services designed
for the individual

40. Minimuni
If you live exactly 6 minutes from
Sunset Tunnel East Portal, 8 minutes
from Duboce and Church, and 10
minutes from Church Station you may
find it useful too.

41. Fragmentation,
fragmentation
and fragmentation
(many small services relevant for small groups of people in certain situations)

42. zcapes
Soo..what’s the situation?

43. Thank You!
Raimo van der Klein
raimo@sprxmobile.com
www.sprxmobile.com
11th of December 2008
http://www.flickr.com/photos/parvenu/2477228814/sizes/o/