Matt Millar (Adobe)

The State of Mobile Experiences Mobile devices have evolved from merely functional tools. They have become our constant companions. We rely on them to stay in touch, guide our activities, and entertain us. 2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Experiences today Consumer Content Consumer Consumer Content Content Consumer Content Content Consumer Consumer Mobile Operator Content Consumer Content Content Mobile technology today is a bottleneck preventing the world Consumer of content reaching the world of consumers 2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Experiences Today Consumer Content Consumer Consumer Content Content Consumer Content Content Consumer Consumer Mobile Operator Content Consumer Content Content Consumer 2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Experiences Tomorrow Consumer Content Consumer Consumer Content Content Consumer Rich Content Content Content Consumer Consumer Mobile Operator Content $$$$ Consumer Content Content Consumer 2006 Adobe Systems Incorporated. All Rights Reserved.

Elephant in the room 77% of iPhone owners said they were “Very Satisfied” with their device. The ChangeWave survey asked consumers how satisfied they were with their current phone, and found the iPhone registering the highest satisfaction levels of any device. 2006 Adobe Systems Incorporated. All Rights Reserved.

Experience matters Engaging mobile experiences put the user experience first. They build a powerful affinity with the user. They promise experiences that are expressive, memorable, and much more desirable. 2006 Adobe Systems Incorporated. All Rights Reserved.

The mobile user Mobile users are constantly on the move, often multitasking, and interacting in very social situations. Their attention is the most valuable commodity and seducing them to stay connected is the ultimate goal. 2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Persuasion Principles for creating engaging mobile experiences. The Mobile Context is Relevant Capture and Guide Users Differentiation is a Feature 2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile context is relevant Mobile experiences should not only be smaller, they should be smarter. They must offer experiences that are appropriate for mobile. Focus on the user’s mobility Fitting Get a toolbox 2006 Adobe Systems Incorporated. All Rights Reserved.

Fitting Mobile experiences are valuable when they are straightforward and clearly represent their purpose. The presentation as a whole should be glance-able – designed to be read and understood quickly. 2006 Adobe Systems Incorporated. All Rights Reserved.

Capture and Guide the user Users are subject to countless distractions and disadvantages. Recognize the barriers and address them directly. Establish clear focus, direction and emphasis Maintain context Preview and deliver 2006 Adobe Systems Incorporated. All Rights Reserved.

Establish Clear Focus, Direction and Emphasis User focus should be implemented in a simple, clear and consistent way across interfaces. Actions should be intuitive and natural. Users shouldn’t have to think hard about what options are available to them. 2006 Adobe Systems Incorporated. All Rights Reserved.

Differentiation is a feature Engaging mobile experiences are ones that stand out from the crowd; they should make us stand out from the crowd. Stylize Demonstrate brand Deep customization Thrill Fresh and dynamic 2006 Adobe Systems Incorporated. All Rights Reserved.

Demonstrate Brand Mobile users are ready and willing to engage with their favourite brands on their phones. Mobile experiences that can faithfully represent brands will be more engaging for users who are hungry for authentic experiences. 2006 Adobe Systems Incorporated. All Rights Reserved.

Fresh and Dynamic The mobile user's attention span is a fragile commodity, easily lost if not stimulated. Mobile content must make use of rich media, video, audio, high- !delity graphics and animation to captivate, excite and entertain. 2006 Adobe Systems Incorporated. All Rights Reserved.

The Mobile Feast The mobile marketplace is waging a battle for our attention. The providers who will come out on top will be the ones who are the most persuasive. However, the real winners will be the mobile users. 2006 Adobe Systems Incorporated. All Rights Reserved.

Matt Millar (Adobe)

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Notes on slide 1

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