A presentation on how we are preparing to step through 'boxed media' into the world of Life Media Covergence. 1. Boxed Media 2. The Mobile Medium 3. Future of Media

1. 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

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

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. 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

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

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

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

8. 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

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

10. MEDIA
has been like this for centuries

11. LIKE BOOKS

12. TELEVISION

13. NEWSPAPERS
and magazines

14. The personal
COMPUTER in all it’s forms

15. CINEMA

16. the
MOBILE
phone
..in the early years

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

18. How do you recognize
boxed media?

19. They show you something
SHINY

20. lure
They
you right in..

21. ISOLATING YOU
real world
from the

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

23. TIME
So how much do we spent in the box?

24. 70.6
hours / week
IDC: http://www.idc.com/getdoc.jsp?containerId=prUS21096308 http://www.flickr.com/photos/cheskywong/3196669438/

25. You can’t put everything
in the box!

26. THE BOX
isolated ---> contextual
MEDIA
social

27. The end of The Attention Game
is near. Timothy Schenck

28. END CHAPTER 1

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

30. Video: 4th screen

31. ?
1992-2000 2000-2008 2008-????
COMMUNICATION CONTENT CONTEXT
The 3 Era’s of Mobile

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

33. GIVING DEPTH TO
THE BOX
depth
dth
i
w
len
gth

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

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

36. 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/

37. 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

38. 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

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

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

41. Meanwhile communication changed too
COMMUNICATION 2.0

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

43. 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

44. Video: morph

45. BUT

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

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

48. END CHAPTER 2

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

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

51. LIFE MEDIA CONVERGENCE

54. 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.

55. 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

56. 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

57. 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

60. or we lose... ;-)

62. Thank You!
raimo@sprxmobile.com
twitter.com/rhymo
+31 6 4117 1116
© 2009, SPRXmobile Confidential and Proprietory