The Box And Beyond

The Box and Beyond How we step through boxed media into the world of Life Media Covergence Raimo van der Klein SPRXmobile Raimo van der Klein, May 2009

Raimo van der Klein: Creative Augmented Reality KPN SPRXmobile Vendex/KBB Mobile Context NOS HEMA Nokia Mobile Phones Mobile Monday Retail Innovation Marketing

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

1. Immersion & 2. Concept & 3. Create & Intention Design Build Content Design mobile personas Technology and platform choices Define your mobile available content. (Research) Content Mobiele Mobiele Goals Usecases Goals Define your short term and longterm mobile goals Develop Concepts and Propositions. Don’t Make a roadmap based on maturity and (Internal Interviews) worry about technology yet.. capability. Make choices. Usecases 1 2 3 4 For which usecases would you like to design services? Make a Service & Interaction Design for What fits your brand? your concepts. Partner selection (Focus groups) (scenario’s & customer journey’s) © 2009 SPRXmobile

1. BOXED MEDIA 2. THE MOBILE MEDIUM 3. FUTURE OF MEDIA

1. BOXED MEDIA http://www.ﬂickr.com/photos/butterﬂypsyche/2913481850/

The Time is there... We are breaking free from BOXED MEDIA

What is BOXED MEDIA? Box width Media contained in an isolated environment. Fixed in two dimensions (length X width). Main purpose of media is to consume it. length

EDIA physically contained.. http://www.ﬂickr.com/photos/rdodson/3487265216/

MEDIA has been like this for centuries

LIKE BOOKS

TELEVISION

NEWSPAPERS and magazines

The personal COMPUTER in all it’s forms

CINEMA

the MOBILE phone ..in the early years

Even our FRIENDS are in the box shouldn’t we try to get them out of the box?

How do you recognize boxed media?

They show you something SHINY

lure They you right in..

ISOLATING YOU real world from the

And all boxed media have their own verb.. READING WATCHING SURFING

TIME So how much do we spent in the box?

70.6 hours / week IDC: http://www.idc.com/getdoc.jsp?containerId=prUS21096308 http://www.ﬂickr.com/photos/cheskywong/3196669438/

You can’t put everything in the box!

THE BOX isolated ---> contextual MEDIA social

The end of The Attention Game is near. Timothy Schenck

END CHAPTER 1

2. THE MOBILE MEDIUM http://www.ﬂickr.com/photos/butterﬂypsyche/2913481850/

Video: 4th screen

? 1992-2000 2000-2008 2008-???? COMMUNICATION CONTENT CONTEXT The 3 Era’s of Mobile

CONTEXT = The 3rd Dimension http://www.ﬂickr.com/photos/altus/309451832/

GIVING DEPTH TO THE BOX depth dth i w len gth

CONTEXT significally reduces INFORMATION OVERLOAD http://www.ﬂickr.com/photos/philipjbigg/2347439626/

CONTEXT FILTERS! and shows only that what is relevant HERE AND NOW http://www.ﬂickr.com/photos/philipjbigg/2347439626/

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. © 2009, SPRXmobile Confidential and Proprietory http://www.ﬂickr.com/photos/eggz/1446511138/

Personal Mobile Context Twitter Weather People nearby Presence Rain prediction Buddyfinder Agenda NFC / RFID Social Filters Activities Social Environment (what) (who) Spatio - Roomware Navigation Mental Emomapping Temporal Track & Trace Geofencing (where/when) Virtual Physiological Me me Education Social Networks Beliefs Flickr comments Accelerometer Experiences (Social Backchannel) Nokia Sportstracker Stepcounter Heartrate © 2009, SPRXmobile Confidential and Proprietory

FROM CONTENT TO CONTEXT Content Service Content pipes Service pipes based on based on Interests Verbs Media Mobile Box Medium Overload Relevance Waste Filtered Dynamic Context Static Context watching or reading, etc Shopping, working, eating out

AUTOMATIC DOOR RETAIL PEOPLE COUNTER Contextual Services are already all around you. Many times disguised as simple small services

Communication Context Content How will we use contextual services? http://www.ﬂickr.com/photos/skyshanghai/2400793508/

Meanwhile communication changed too COMMUNICATION 2.0

OMMUNICATION 2.0 Beyond the network endpoints Making conversations on top of the network. Open asynchronous conversations in new ways at new places

LOCAL GLOBAL Mobile Contextual Networks Services of sensors medium Communication 2.0 and devices Sensing, computing and communicating Trusted personal Physical objects Physical and sensing and in intelligent digital world fuse computing devices environments Inspiration: Nokia Mobile Gateway

Video: morph

BUT

I want out! WE ARE STILL IN THE BOX http://www.ﬂickr.com/photos/birdyboo/132439257/sizes/o/

MEDIA and LIFE DIFFERENT are still two sides of the window...

END CHAPTER 2

3. FUTURE OF MEDIA http://www.ﬂickr.com/photos/andreassolberg/433734311/

BARCODE MARKERS GPS QR CODE RFID Slowly we are building bridges to get us out of the box..

LIFE MEDIA CONVERGENCE

PLING PLONG Pling Plong is a media player for stories and sounds, placed inside a pillow. It is designed for the home environment and is meant to stimulate children´s imagination and interest for books.

Instead of looking through the window we step through it! Media enriches LIFE EXPERIENCES. MEDIA EXPERIENCES in the box will become immersive. From GUI to XUI Experience User Interface Graphical User Interface

LOCAL GLOBAL Mobile Contextual Networks Services of sensors medium Communication 2.0 and devices Sensing, computing and communicating Trusted personal Physical objects Physical and sensing and in intelligent digital world fuse computing devices environments Inspiration: Nokia Mobile Gateway

LOCAL GLOBAL Mixed Contextual Networks Services of sensors Reality Communication 2.0 and devices Sensing, computing and communicating Trusted personal Physical objects Physical and sensing and in intelligent digital world fuse computing devices environments Inspiration: Nokia Mobile Gateway

or we lose... ;-)

The Box And Beyond

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