Next Generation Devices for Next Generation Users

Next generation devices fornext generation usersOlof Schybergson, CEO25th January 2011

Presentation content CONTEXT New mobility Devices and habits CONSIDERATIONS Walls and clouds A fluid organisation KEYS TO SUCCESS Elegant simplicity Service designSlide 2 © Fjord 2011 | Confidential

At Fjord we design world class digital services We design digital services that transform businesses and help shape tomorrow’s world.Slide 3 © Fjord 2011 | Confidential

The three waves of mobility 1800 1990-2000 Wave 1 Wave 2 Wave 3 Migration from Africa Industrial revolution Today’s age Break- Effective mass market Appropriate & tailoredthroughs Language, agriculture production solutions Key skills Handling tools Understanding technology Understanding people Slide 5 © Fjord 2011 | Confidential

Three epic digital battles in Wave 3 1990’s 2000’s 2010’s ? The desk The pocket The sofaSlide 6 © Fjord 2011 | Confidential

People want mobility!Slide 7 © Fjord 2011 | Confidential

Different screens dominate at different times 7:00 AM 8:02 AM 8:30 AM Wake up, get Drink coffee, read Drive to work 9:00 AM ready news, check email Work day begins 12:00 PM Lunchtime, call a friend 2:48 PM 6:40 PM Take a break, Dinnertime, watch browse phone 9:20 PM TV, browse tablet 5:00 PMBedtime, set alarm Work day ends.clock for tomorrow Drive homeSlide 8 © Fjord 2011 | Confidential

Deﬁnition of ‘new mobility’ – beyond the mobile phone1. Convergence of 3 mass media: TV, Internet, Mobile2. More connected devices – everywhere3. Work & free time merge, ‘consumerisation’ of work4. Liquid service experiences – across time and devicesSlide 9 © Fjord 2011 | Confidential

Devices reflect people (to self and to others) Projection by self Projection by othersSlide 11 © Fjord 2011 | Confidential

Devices also change habits graph shows when people This version of the graph shows whenarticles on their computer. read people who own iPads read articles on their computer. …and this is the corresponding graph for when people read articles on their iPad.Slide 12 © Fjord 2011 | Confidential Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

Tablets are the new mobile frontierSlide 13 © Fjord 2011 | Confidential

Key tradeoffs in device segmentation One hand Two hand Pocket BagSlide 14 © Fjord 2011 | Confidential

There is also segmentation within tablets Multiple functions Single focus Apple iPad RIM PlayBook Ericsson’s Touchpad TV RemoteSlide 15 © Fjord 2011 | Confidential Amazon Kindle

iPad adoption The perfect cross-generational bridge?Slide 16 © Fjord 2011 | Confidential

People also want choice…Slide 17 © Fjord 2011 | Confidential

…the current solution is a flood of app storesSlide 18 © Fjord 2011 | Confidential

More experience Fighting for timeshareSlide 19 © Fjord 2011 | Confidential

There’s no lack of cloud innovation… Several companies have announced to introduce private cloud services Google Chrome OS will change how we think of a PC Pogoplug – your personal cloud attracted investment this year Evernote and Dropbox – offer clients for most platforms, essential for mobilitySlide 21 © Fjord 2011 | Confidential

But what types of clouds do people want?Storing data is solved. Moving it is not. Smart caching and syncing are criticalData doesn’t live in isolation anymore Masheable clouds will be popularWe use several devices in lots of places Clouds should assume multiple devicesMany brands are unknown or mistrusted Trusted authentic cloud brands will win Slide 22 © Fjord 2011 | Confidential

We should stop obsessing about ‘structure’ It’s correct that companies can be destroyed by a lack of structure, and a lack of accountability can be a real problem. But structure itself is not the answer to the challenges of globalisation and hypercompetition. Company structure is merely a hygiene factor that should be kept as simple as possible.Slide 24 © Fjord 2011 | Confidential

Tomorrow’s companies will be obsessed with… Communication Collaboration Speed FlexibilitySlide 25 © Fjord 2011 | Confidential

A universal design driver: Elegant simplicity The traditional, dominant design for wrenches. Consistent for decades.The X-Beam™ offers a newdefinitive design for wrenches– it’s simply infinitely better.Simply by having the two ends rotated 90 degrees, the grip is At Fjord we achieve similarimproved, offering 500% increase in surface contact area, and results with digital services.the wrench applies 25% more force. The X-Beam™ is always Elegant simplicity guideseasy to pick up from a flat surface. everything we do.Slide 27 © Fjord 2011 | Confidential

3 examples of elegantly simple digital solutions Netscape Navigator Apple’s Touch interface Amazon one-click buy A revolutionary, yet simple, digital An intuitive, responsive, Amazon innovated digital breakthrough in the 1990’s. The aesthetically pleasing interface purchasing on many fronts, but no- unified one window for browsing innovation. The standard set by where more directly than with their helped create the behavior that made Apple in 2007 has completely one-click solution. It made buying the commercial web a success. The transformed the telecom industry, on line fast, easy and convenient, core navigation still remains in and has set a benchmark that is and helped make Amazon the modern browsers today. still hard for others to beat today. undisputed digital retail leader.Slide 28 © Fjord 2011 | Confidential

Elegant simplicity is hard to achieve Elegant? Maybe. Definitely not Simple? Yes. But not very simple. Form over function. elegant. Function over form.The challenge is to appeal to both heart (attraction) and mind (utility). Very few services do both well.Slide 29 © Fjord 2011 | Confidential

Service design – a crucial approachThree broad, powerful trends make digital service design an important industry. Interactivity Convergence Omnipresence Mass medium When Print 1500 Recordings 1890 Cinema 1910s Radio 1920s TV 1950s Internet 1990s Mobile 2000sTwo way response regardless of The convergence of TV, internet, Ubiquitous connectivity makes thetime and geography offers new and mobile enables new network smarter, more personaland better ways to interact, consumer behavior, and and more real-time, therebythereby driving new service persistent service delivery. creating opportunities for servicesparadigms to configure around user needs.Slide 31 © Fjord 2011 | Confidential

In summary…7 insights CONTEXT The age of new mobility is upon us New device categories change behaviour and project people’s personalities CONSIDERATIONS Distribution and timeshare is increasingly a challenge for service providers Cloud services have to be technically amazing – but equally important is trust and great user experiences Fluid organisations KEYS TO SUCCESS Elegantly simple end user solutions Deployment of service design skillsSlide 32 © Fjord 2011 | Confidential

Deﬁning digitalolof@fjordnet.comFollow us on Twitter @fjordwww.fjordnet.com

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Next Generation Devices for Next Generation Users

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Next Generation Devices for Next Generation Users Presentation Transcript