0
Going Mobile
                                                    a selection of thoughts on the 2010 mobile landscape from...
envir
                 onme
                     nt                              focused user


                          ...
inconsistent
           networks
                varied environments varied privacy
                 limited
             ...
varied environments varied privacy        and contexts
                    a private device in an often public context



...
expect distractions
   “Life is what happens to you while you're
   busy making other plans.” – John Lennon




   http://...
lots of diversity
and a little jargon
a few “walled gardens”




     http://www.flickr.com/photos/hawksanddoves/325231714/
where operators once ruled...

             http://www.flickr.com/photos/pagedooley/4313864280
via private networks
                  caller


                              a

                                         ...
and exclusive decks




                                                     exclusive
                                   ...
then something happened...

           http://www.flickr.com/photos/pagedooley/4313864280
6
                                                                     a little history

                    5
billions of...
6
                                                                                                     2001
              ...
6
                                                                                             2003

                     ...
6
                                                                                                                  2003
 ...
6
                                                                                           2006
                        ...
6
                                                                                               2007
                    ...
6
                                                                                                                 2007
  ...
6
                                                                                               2008
                    ...
6
                                                                                                2010

                  ...
6
                           and this number...                                               2010

                    5
...
is *roughly the number
                                                      of people living here...




*2009 estimates ...
some specifics...
1,802,330,457
       number of internet connections in the world




26% of the world’s population at the beginning of 201...
4,600,000,000
                 number of people with mobile devices




68% of the population at the beginning of 2010 – U...
5,000,000,000
number of mobile subscriptions
3,400,000,000
  number of unique users




 or roughly 1/2 the population of the planet
and the devices...
mail

     camera                      wifi

   touch                                hi-res colour display
           music...
mail

     camera                   a big screen...
                                                wifi

   touch         ...
on a plethora of platforms...
19%                                                      Nokia
                        Other                              ...
with countless routes to market...

                 Samsung Apps                                                       Po...
"The future is already here –
                                                 it’s just not evenly distributed."
        ...
San Francisco




      the most popular device today in...
San Francisco




                              growing fast...



      the most popular device today in...
London




the most popular device today in...
fashionable

                         functional




             London
*Nokia and Samsung
  also very popular...




   ...
Dar es Salaam




      the most popular device today in...
Dar es Salaam




                yes, they do still sell these   ...even in London!



      the most popular device toda...
Jakarta




the most popular device today in...
youth
                   market




Jakarta




                            2003?



the most popular device today in...
it depends...




  The most popular device doesn’t
necessarily have the largest user base.
as for demographics...
it’s for serious business...




http://www.flickr.com/photos/pss/4830803189
and, fab @ txting!




http://www.flickr.com/photos/slava/2906747450
...useful, but be skeptical.
there’s Waldo

                                                      a




                                       connecti...
Samsung Apps                                   via App Stores
       Blackberry AppWorld                   O2 Litmus
     ...
just different decks...




                                                     more exclusive real estate...




http://w...
with the same stuff...
and little discoverability...




                                                             your app here




         ...
the web...




getting things done on the iphone
persuasion
                       call to
                       action




                                 trust


     ...
what’s popular

http://www.flickr.com/photos/lusosash/4153620043
text messaging




http://www.flickr.com/photos/24258698@N04/2302563062
mobile web site




                  entertainment for the masses
social networking
via apps, mobile web and SMS
casual games
technology specific




http://site.layar.com/company/blog/make-your-own-layar-screen-shot-with-the-dreamcatcher/
brand awareness & marketing


http://www.flickr.com/photos/24258698@N04/2302563062
the “pass-back”
publishing + ebooks
moment




         the long-tail...
chef
                                                        teacher
                                                     ...
people




http://www.flickr.com/photos/gribanov/3203725133
most people don’t wake up
                                                    in the morning and say...




http://www.flic...
photo
                                                    opportunity




                                                ...
information/data & task completion


http://www.flickr.com/photos/dichohecho/4275447303
knowledge & self-improvement


http://www.flickr.com/photos/joeshlabotnik/1767685092
a “pass-back”




                                                         boredom


http://www.flickr.com/photos/aidanmorg...
stress & fatigue


http://www.flickr.com/photos/alancleaver/2581218229
social identity & persona


http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
“geek chic”




                                                ooh, Linux...



                                         ...
social interaction & play


http://www.flickr.com/photos/rolandslakis/99196316
safety, control & independence


http://www.flickr.com/photos/mshades/2370462197
play


http://www.flickr.com/photos/8bitjoystick/3245697454
how do we do it?




http://www.flickr.com/photos/marcoarment/2035853550
do research


http://www.flickr.com/photos/yandle/3857072335
iterate quickly




                                                        iterate quickly


http://www.flickr.com/photos/...
get something on a device


http://www.flickr.com/photos/mellis/304872324
test ideas often


http://www.flickr.com/photos/rosenfeldmedia/3978126471
fail early


http://www.flickr.com/photos/hendry/3053419265
don’t be afraid to use the bin


http://www.flickr.com/photos/generated/3313311558
focus on content


http://www.flickr.com/photos/joelanman/367425390
view limitations as opportunities


http://www.flickr.com/photos/certified_su/2667673050
don’t forget the user




http://www.flickr.com/photos/ralphunden/2981403903
delight?




                                                                  that’s as much
                            ...
design for diversity


http://www.flickr.com/photos/pagedooley/4534699748
design for interruptions




http://www.flickr.com/photos/rebcal/4017674504
design for personal time


http://www.flickr.com/photos/akashkurdekar/2959140399
design for health, learning & quality of life


http://www.flickr.com/photos/goincase/4647893507
"How do we design to be sometimes off
                                        in a world that is itself always on?"
       ...
"To be able to fill leisure intelligently
is the last product of civilisation..."
     – Bertrand Russell, Conquest of Happ...
thank you




hello@yiibu.com
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Going Mobile (2010) by Yiibu

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A selection of general thoughts on the 2010 mobile landscape by yiibu - prepared for TRC Media Cross Creative workshop in Glasgow, UK on 18/09/2010.

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  • This is good but I expected to see more thought about how this ties into the retail environment. The way I see it, Shopper Marketing, which cpg companies have been playing around with for years now, can truly be realized by combining the new realities of mobile and social. any thinking around this?

    http://www.zerostylus.com/
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  • One of the best presentations i have come across in a long time. Thanks for sharing this.
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  • Taking notes from this
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  • awesome! thanks for sharing
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  • This is good but I expected to see more thought about how this ties into the retail environment. The way I see it, Shopper Marketing, which cpg companies have been playing around with for years now, can truly be realized by combining the new realities of mobile and social. any thinking around this?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Transcript of "Going Mobile (2010) by Yiibu"

  1. 1. Going Mobile a selection of thoughts on the 2010 mobile landscape from yiibu http://www.flickr.com/photos/ralphunden/2981403903
  2. 2. envir onme nt focused user privacy reliable network unlimited mobile is different... data comfy chair full-sized keyboard work surface http://www.flickr.com/photos/fuzzcat/22019163 reliable power source
  3. 3. inconsistent networks varied environments varied privacy limited display + memory different constraints... limited CPU varied input methods varied form factors limited baery life http://www.flickr.com/photos/whiteafrican/2736565604
  4. 4. varied environments varied privacy and contexts a private device in an often public context http://www.flickr.com/photos/whiteafrican/2736565604
  5. 5. expect distractions “Life is what happens to you while you're busy making other plans.” – John Lennon http://www.flickr.com/photos/agharass/4818032706
  6. 6. lots of diversity
  7. 7. and a little jargon
  8. 8. a few “walled gardens” http://www.flickr.com/photos/hawksanddoves/325231714/
  9. 9. where operators once ruled... http://www.flickr.com/photos/pagedooley/4313864280
  10. 10. via private networks caller a d receiver c b switching centre base-station transcoding, bandwidth limitations, service blocking and no packet neutrality
  11. 11. and exclusive decks exclusive real estate http://www.flickr.com/photos/heliotrop3/3913546727
  12. 12. then something happened... http://www.flickr.com/photos/pagedooley/4313864280
  13. 13. 6 a little history 5 billions of units 4 3 2 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  14. 14. 6 2001 voice + text monochrome 5 stylus billions of units 4 3 2 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  15. 15. 6 2003 the ‘smartphone’ 5 billions of units 4 camera colour display 3 the ‘navi-pad’ 2 memory cards 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  16. 16. 6 2003 considered fits in your pocket portable in 1984 5 billions of units 4 3 2 Released: 2003 Released: 1984 CPU: 104 MHz CPU: 8 MHz RAM: 6 MB RAM: 128k (512k max) 1 Storage: 32 MB MMC Card Storage: 400k (3.5” floppy) Display: 5.3 cm Thousands of colours Display: 22.9 cm Monochrome Dimensions: 10.9 x 5.8 x 2.4 cm Dimensions: 34.5 x 24.4 x 27.7 cm Weight: 122 g Weight: 7.5 kgs 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  17. 17. 6 2006 3G + WiFi 5 video GPS billions of units 4 full web browser music 3 complexity sensors 2 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  18. 18. 6 2007 hard drive 5 full web billions of units 4 browser touch & 3 gestures 2 simplicity 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  19. 19. 6 2007 again, it was ‘portable’...? 5 billions of units 4 3 2 Released: 2007 Released: 1998 CPU: 412 MHz CPU: 233 MHz RAM: 128 MB RAM: 32 MB (512 MB max) 1 Storage: 4 GB (8 GB max) Storage: 4 GB (+ optical drive) Display: 8.9 cm Millions of colours Display: 38.1 cm Millions of colours Dimensions: 11.4 x 6.1 x 1.2 cm Dimensions: 40.1 x 38.6 x 44.7 cm Weight: 135 g Weight: 17.3 kgs 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  20. 20. 6 2008 “NetBooks” were also hot... 5 billions of units 4 3 2 the “App Store” cometh... 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  21. 21. 6 2010 5 the dawn of tablets... the rise of billions of units 4 Android... 3 2 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  22. 22. 6 and this number... 2010 5 billions of units 4 3 2 1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  23. 23. is *roughly the number of people living here... *2009 estimates put the population around 6.79 billion inhabitants...
  24. 24. some specifics...
  25. 25. 1,802,330,457 number of internet connections in the world 26% of the world’s population at the beginning of 2010 – http://www.internetworldstats.com
  26. 26. 4,600,000,000 number of people with mobile devices 68% of the population at the beginning of 2010 – U.N. Telecommunications Agency, http://www.itu.int
  27. 27. 5,000,000,000 number of mobile subscriptions
  28. 28. 3,400,000,000 number of unique users or roughly 1/2 the population of the planet
  29. 29. and the devices...
  30. 30. mail camera wifi touch hi-res colour display music feature internet video navigation convergence voice gestures bluetooth full web browser messaging apps 3G
  31. 31. mail camera a big screen... wifi touch hi-res colour display music internet video navigation voice gestures bluetooth full web browser messaging apps 3G with a buon or two! an almost blank canvas...
  32. 32. on a plethora of platforms...
  33. 33. 19% Nokia Other Samsung 34% LG 2% Nokia RIM 2% 2% Sony Ericsson 3% Motorola 3% Apple 3% HTC 3% ZTE G’Five 9% 20% Others LG Samsung made by many OEMS... Worldwide Mobile Device Sales to End Users in 2Q10 (Thousands of Units, total: 324,556.8) http://www.gartner.com/it/page.jsp?id=1421013
  34. 34. with countless routes to market... Samsung Apps PocketGear Blackberry AppWorld O2 Litmus Windows Marketplace for Mobile GetJar LG Application Store Motorola Shop4Apps Dell Mobile Appstore Sony Ericsson PlayNow Vodafone Apps Orange Application Shop
  35. 35. "The future is already here – it’s just not evenly distributed." – William Gibson http://www.flickr.com/photos/kiwanja/3169447879
  36. 36. San Francisco the most popular device today in...
  37. 37. San Francisco growing fast... the most popular device today in...
  38. 38. London the most popular device today in...
  39. 39. fashionable functional London *Nokia and Samsung also very popular... the most popular device today in...
  40. 40. Dar es Salaam the most popular device today in...
  41. 41. Dar es Salaam yes, they do still sell these ...even in London! the most popular device today in...
  42. 42. Jakarta the most popular device today in...
  43. 43. youth market Jakarta 2003? the most popular device today in...
  44. 44. it depends... The most popular device doesn’t necessarily have the largest user base.
  45. 45. as for demographics...
  46. 46. it’s for serious business... http://www.flickr.com/photos/pss/4830803189
  47. 47. and, fab @ txting! http://www.flickr.com/photos/slava/2906747450
  48. 48. ...useful, but be skeptical.
  49. 49. there’s Waldo a connecting with our audience http://www.flickr.com/photos/jamescridland/613445810
  50. 50. Samsung Apps via App Stores Blackberry AppWorld O2 Litmus PocketGear Windows Marketplace for Mobile LG Application Store GetJar Sony Ericsson PlayNow Motorola Shop4Apps Dell Mobile Appstore Vodafone Apps Orange Application Shop
  51. 51. just different decks... more exclusive real estate... http://www.flickr.com/photos/heliotrop3/3913546727
  52. 52. with the same stuff...
  53. 53. and little discoverability... your app here ...with the same stuff. http://www.flickr.com/photos/28705377@N04/4142872268
  54. 54. the web... getting things done on the iphone
  55. 55. persuasion call to action trust emotion
  56. 56. what’s popular http://www.flickr.com/photos/lusosash/4153620043
  57. 57. text messaging http://www.flickr.com/photos/24258698@N04/2302563062
  58. 58. mobile web site entertainment for the masses
  59. 59. social networking via apps, mobile web and SMS
  60. 60. casual games
  61. 61. technology specific http://site.layar.com/company/blog/make-your-own-layar-screen-shot-with-the-dreamcatcher/
  62. 62. brand awareness & marketing http://www.flickr.com/photos/24258698@N04/2302563062
  63. 63. the “pass-back”
  64. 64. publishing + ebooks
  65. 65. moment the long-tail...
  66. 66. chef teacher joiner florist social worker apps for “real people”... http://www.flickr.com/photos/dnorman/4007986587
  67. 67. people http://www.flickr.com/photos/gribanov/3203725133
  68. 68. most people don’t wake up in the morning and say... http://www.flickr.com/photos/ralphunden/2981403903
  69. 69. photo opportunity but they might wake up and say... http://www.flickr.com/photos/ralphunden/2981403903
  70. 70. information/data & task completion http://www.flickr.com/photos/dichohecho/4275447303
  71. 71. knowledge & self-improvement http://www.flickr.com/photos/joeshlabotnik/1767685092
  72. 72. a “pass-back” boredom http://www.flickr.com/photos/aidanmorgan/3709199304/
  73. 73. stress & fatigue http://www.flickr.com/photos/alancleaver/2581218229
  74. 74. social identity & persona http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
  75. 75. “geek chic” ooh, Linux... personalisation & lifestyle http://www.flickr.com/photos/qole2/2562647441/
  76. 76. social interaction & play http://www.flickr.com/photos/rolandslakis/99196316
  77. 77. safety, control & independence http://www.flickr.com/photos/mshades/2370462197
  78. 78. play http://www.flickr.com/photos/8bitjoystick/3245697454
  79. 79. how do we do it? http://www.flickr.com/photos/marcoarment/2035853550
  80. 80. do research http://www.flickr.com/photos/yandle/3857072335
  81. 81. iterate quickly iterate quickly http://www.flickr.com/photos/rosenfeldmedia/3978119393
  82. 82. get something on a device http://www.flickr.com/photos/mellis/304872324
  83. 83. test ideas often http://www.flickr.com/photos/rosenfeldmedia/3978126471
  84. 84. fail early http://www.flickr.com/photos/hendry/3053419265
  85. 85. don’t be afraid to use the bin http://www.flickr.com/photos/generated/3313311558
  86. 86. focus on content http://www.flickr.com/photos/joelanman/367425390
  87. 87. view limitations as opportunities http://www.flickr.com/photos/certified_su/2667673050
  88. 88. don’t forget the user http://www.flickr.com/photos/ralphunden/2981403903
  89. 89. delight? that’s as much as he smiles... go for the ‘long-wow’... http://www.flickr.com/photos/brownwren/3652695983/
  90. 90. design for diversity http://www.flickr.com/photos/pagedooley/4534699748
  91. 91. design for interruptions http://www.flickr.com/photos/rebcal/4017674504
  92. 92. design for personal time http://www.flickr.com/photos/akashkurdekar/2959140399
  93. 93. design for health, learning & quality of life http://www.flickr.com/photos/goincase/4647893507
  94. 94. "How do we design to be sometimes off in a world that is itself always on?" – Marko Ahtisaari, Director of Design Strategy, Nokia http://www.flickr.com/photos/featheredtar/3081108482
  95. 95. "To be able to fill leisure intelligently is the last product of civilisation..." – Bertrand Russell, Conquest of Happiness (1930) http://www.flickr.com/photos/sergemelki/349313011
  96. 96. thank you hello@yiibu.com
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