Hello..
I am a pioneer
Pioneer in Retail
Pioneer in Mobile Networks
Pioneer in Mobile Phone Distribution
Pioneer in Mobile Social ...
The Team
Claire Boonstra - Managing Director
	 Responsible for General Management and day to day
operations
Raimo van der ...
We are
Mobile Service Architects
Technology Design Vendor selection
Mobile Advertising
Interaction DesignService Design
Partnerships
Mobile Awareness Mobil...
1. EXPERIMENT
Personal Opinion
applicable to mobile market
Do not experiment!!!
What is your intention?
2. OUR MOBILE INTENTIONS
ING Wegwijzer
World’s first commercial Mobile Augmented Reality service
NOS Mobiel
Next level “On Device Media Portal”
Olympics -Beijing
World’s most advanced Mobile experience of the Olympics
Voedingscentrum
National outdoor campaign with QR codes
World’s largest Mobile Monday
(350+ participants per event)
Mobile Monday Amsterdam
3. THE MOBILE REVOLUTION
Some of my findings at the edge of mobile
1992
2000
2008
1992
communication mobile internet contextual services
Contextual Services
=
Adaptive Services Designed
around your situation.
Making services relevant
Here and now!
Personal Mobile Context
Activities
(what)
Environment
Social
(who)
Spatio -
Temporal
(where/when)
Mental
Physiological
People nearby
Buddyfinder
W...
Change in Context triggers
mobile usage
State A State B
=
♥! ?
Mobile happens around the
“!”, the “?” and the ”♥“
Knowing what
you want
Sharing &
Communicating
Needing help
http://www.flickr.com/photos/skyshanghai/2400793508/
!♥
?
Getting ready
for battle
Feasting,
Sexing &
Primping
Returning back
to Camp
Protecting yourself
from the future
7.00 9.00 ...
Getting ready
for battle
Feasting,
Sexing &
Primping
Returning back
to Camp
Protecting yourself
from the future
Check Chec...
zcapes
situations are complex
A certain situation exists of many elements: physical situation, social situation,
location,...
zcapes
situations connect us
Many people get in the same situations. Sharing a situation gets us closer to
eachother.
zcapes
situations involve multiple parties
Situations are often relevant for more than one party. Including: consumers, pr...
Prerequisites for a
contextual web:
1.
Contextual Segmentation
of content
http://www.flickr.com/photos/zenzenok/12417299/
Can we imagine what information might be
relevant for someone stuck at an a...
Can we imagine what information might be relevant
for someone going into the city at eleven?
Can we imagine what information might be relevant
for someone going into the city at eleven?
In the afternoon or at night?
Contextual Services
=
Adaptive Services Designed
around your situation.
2.
Services designed
for the individual
Minimuni
If you live exactly 6 minutes from
Sunset Tunnel East Portal, 8 minutes
from Duboce and Church, and 10
minutes fr...
Fragmentation,
fragmentation
and fragmentation
(many small services relevant for small groups of people in certain situati...
4. OUR ANSWER
zcapesPicture: Marco Ophof
Zcapes is a mini blog platform
on your mobile. Anyone can
make a Zcape for free for any
object ...
Location searchActivity stream DWDD zcape
mwgcongres.zcapes.com
Raimo van der Klein
raimo@sprxmobile.com
www.sprxmobile.com
13th of February 2009
http://www.flickr.com/photos/parvenu/247...
MWG congres
MWG congres
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MWG congres

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MWG congres

  1. 1. Hello..
  2. 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. 3. The Team Claire Boonstra - Managing Director Responsible for General Management and day to day operations Raimo van der Klein - Creative Director Responsible for Concept Development and creative & design input. Maarten Lens-FitzGerald - Marketing Director Responsible for Marketing, Communication and publishing
  4. 4. We are Mobile Service Architects
  5. 5. 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
  6. 6. 1. EXPERIMENT
  7. 7. Personal Opinion applicable to mobile market
  8. 8. Do not experiment!!!
  9. 9. What is your intention?
  10. 10. 2. OUR MOBILE INTENTIONS
  11. 11. ING Wegwijzer World’s first commercial Mobile Augmented Reality service
  12. 12. NOS Mobiel Next level “On Device Media Portal”
  13. 13. Olympics -Beijing World’s most advanced Mobile experience of the Olympics
  14. 14. Voedingscentrum National outdoor campaign with QR codes
  15. 15. World’s largest Mobile Monday (350+ participants per event) Mobile Monday Amsterdam
  16. 16. 3. THE MOBILE REVOLUTION Some of my findings at the edge of mobile
  17. 17. 1992
  18. 18. 2000 2008 1992 communication mobile internet contextual services
  19. 19. Contextual Services = Adaptive Services Designed around your situation.
  20. 20. Making services relevant Here and now!
  21. 21. Personal Mobile Context
  22. 22. 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
  23. 23. Change in Context triggers mobile usage State A State B =
  24. 24. ♥! ? Mobile happens around the “!”, the “?” and the ”♥“ Knowing what you want Sharing & Communicating Needing help
  25. 25. http://www.flickr.com/photos/skyshanghai/2400793508/ !♥ ?
  26. 26. 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
  27. 27. 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
  28. 28. zcapes situations are complex A certain situation exists of many elements: physical situation, social situation, location, time, mood, environment, movement, activity
  29. 29. zcapes situations connect us Many people get in the same situations. Sharing a situation gets us closer to eachother.
  30. 30. zcapes situations involve multiple parties Situations are often relevant for more than one party. Including: consumers, producers, advertisers, eventorganizers, retailers, etc.
  31. 31. Prerequisites for a contextual web:
  32. 32. 1. Contextual Segmentation of content
  33. 33. http://www.flickr.com/photos/zenzenok/12417299/ Can we imagine what information might be relevant for someone stuck at an airport?
  34. 34. Can we imagine what information might be relevant for someone going into the city at eleven?
  35. 35. Can we imagine what information might be relevant for someone going into the city at eleven? In the afternoon or at night?
  36. 36. Contextual Services = Adaptive Services Designed around your situation.
  37. 37. 2. Services designed for the individual
  38. 38. 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.
  39. 39. Fragmentation, fragmentation and fragmentation (many small services relevant for small groups of people in certain situations)
  40. 40. 4. OUR ANSWER
  41. 41. zcapesPicture: Marco Ophof Zcapes is a mini blog platform on your mobile. Anyone can make a Zcape for free for any object or event. Zcapes helps you not to miss a thing.
  42. 42. Location searchActivity stream DWDD zcape
  43. 43. mwgcongres.zcapes.com
  44. 44. Raimo van der Klein raimo@sprxmobile.com www.sprxmobile.com 13th of February 2009 http://www.flickr.com/photos/parvenu/2477228814/sizes/o/ SMS “SPRXMWG [spatie] emailadres” naar 2002

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