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frammenti storici di mobile Ux & mobile services strategies


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  • 1. ! frammenti storici di mobile Ux & mobile services strategies massimo pettiti gloBrain, innovation management Lugano, Ux Conference 3 dicembre, 2009
  • 2. the market mobile content market (*): 2002: 253 M€ 2007: 1.188 M€ (+15% in previous two years) 2005 -> 2007 on-deck offer: 57 % -> 42% off-deck offer: 43 % -> 53% (*) from: Mobile Content-school of Management-Politecnico di Milano 2
  • 3. the strategy- year 2000 the walled garden approach of the first wap portals: telcos make customers browse their mobile portal • external content provider • mainly internal portal navigation omnitel2000, wap portal, 3Q1999 3
  • 4. mobile sites in 2003/4, with 3G bandwith opportunities and easiest capabilities to integrate services in their network, telcos began to move from content providers/a.s.p., to mobile sites model: • more intelligence from the network • less cost to develop a service • more speed to integrate in their portfolio offer 4
  • 5. i-mode services example in europe mobile sites model was in some way close to ntt-docomo i mode service build your own i-mode site bouygue telecom, 5 summer 2003
  • 6. mobile web & telco players-summer 2004 mobile portal paradygm rich/media content content/service provider integration 6 i.tim, summer 2004
  • 7. mobile web & telco players-summer 2004 mobile portal paradygm rich/media content content/service provider integration umts and gprs mobile portal vodafone italy, summer 2004 7
  • 8. telcos & interaction design: a new challange... (mobile portal design) Benchmarking Expert walkthrough New UI Guidelines Products redesign New Portal Usability testings mobile portal paradygm rich/media content content/service provider integration 3italy, summer 2004 8
  • 9. mobile content & 3G: lesson learned mobile contents: less premium or “sole right” content, and more from premium the net (people), as market grows UGC 2000 2004 2008 t 9
  • 10. google, apple and out of industry players - who pays whom, to be in my mobile screen? - do big net players have to pay telcos or vice- versa? - but at the end to they really need telcos? the bit-pipe nightmare, or: “who owns the customer?” 10
  • 11. mobile social software easy use of of native apps. (camera, gps, ...) new paradygm in ui and service/ device interaction technology is here, but hidden! 11
  • 12. mobile 2.0 room for independent companies to develop apps and create multidelivery platform, entering mobile value chain, even leveraging u.g.c., to easily develop and sell to the long tail. mobc3 suite, 4Q 2008 12
  • 13. a different business model appbreeder: 4Q2010 "Build one App for all Platforms: iPhone, Blackberry, Android" Target iPhone, BlackBerry, Android, simply by pulishing an AppBreeder App. 100% native code: - you get access to GPS, Camera, In-App Purchasing and other native features - your App can be distrubuted & sold throught the App Store This can be done both for Consumer and Corporate market to mobilize business process and create mob apps/mobile presence for different industry players. 13
  • 14. new social & economic trends for new services people must be involved in creating services in new media paradigm. a partecipative customer can become more and more a layer of a new value chain for a telco. including people in the value chain of companies and in the company value asset: this is one of the key to face the big revolution with a total new mindset. a great capital in social connections 13
  • 15. mobile: what future? embrace the new paradyme could be a possibility for a telco: to drive a strong crowdsourcing with customers, build an open-platform for service creation (sce), and with the intelligence of the net be “as smart as you can”. 14
  • 16. 15 !