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Putting the consumer first: the effect of mobile on broadcast. NAB @ MWC, February 2014

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Mark Curtis, Chief Client Officer at Fjord, presented at the NAB show during Mobile World Congress 2014 on the future of mobile media.

Mark Curtis, Chief Client Officer at Fjord, presented at the NAB show during Mobile World Congress 2014 on the future of mobile media.

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  • NFL CASE STUDY FULL TEXT  NFL App Concept and Design App design to consolidate the USA’s National Football League as a leading digital sports brand  Opportunity The National Football League (NFL) is the highest level of professional American football in the United States, and in terms of average attendance at games, it is the most popular domestic sports league in the world. So it was a great honour when the NFL came to Fjord New York seeking the ultimate game companion app, for use both in the stadium and at home. The NFL as an organisation also needed to respond to the rise of ‘fantasy sports’ apps and other unofficial products with clear and coherent service design. Fjord took on the challenge of developing cutting edge technology across iPhone, iPad, and Android for this massively high-profile brand.  Approach For the NFL’s millions of fans, following the game is often a highly information and data intense business. Knowing this, the client wanted a user experience that was transformative and combined key elements of sports coverage and data visualization. It was also important that the app was a cross-platform product from day one. Our team focused on creating a great multi-channel football companion experience, dealing with the customary legal restrictions for live video and sponsors that are always a feature of major international sports coverage. A thoughtful multi-channel approach was defined. This used the mobile platforms for real time push updates on the go, plus stats and news. The tablet version was a more ‘lean-back’ type of interface, offering users a beautifully visualised game companion. Experience The result is a free download that is acknowledged as the official flagship app for the NFL. Users get live scoring and play-by-plays, fantasy football stats and videos of the coaches’ press conferences, among other things. You can even set alerts for games. The Fjord NFL iPad app was first launched before the 2011 season Draft. Without the benefit of marketing support or promotion, the app notched up over 18,000 downloads in its first 24 hours – a fantastic achievement and one we are set to build on with this exciting sports and leisure brand. --   
  • In digital services, we can see a few waves of transformation. The first one was about the desktop web. It was the first digital service wave that really disrupted and challenged traditional businesses. The wave started growing in the early 90s, and hit the commercial mainstream in the second half of the decade. Internet services – which were conceived in this wave – are still powering the digital economy.
  • The last decade was all about the rise of mobility. Again, there was a ton of activity and development in the first half of the decade, and then in the second half – especially with the launch of the iPhone – disruption and transformation really took off on a huge scale. This mobility wave is what we’re riding today, and it’s possibly even more transformational than the desktop web wave.
  • The third wave is growing right now, and like the previous two waves, it will be very powerful. People have different names for it.We call it Living Services, because in essence we believe that the major transformation is about real-time data and service adaptability, for the individual. It will allow us to design experiences that are truly alive, and which are shaped uniquely around each user.More about this shortly.
  • But first, let’s reflect on a challenge: complexity – that notorious digital bug.Each of the waves are additive. They add to and build on the previous waves. With all the good and exciting things that each wave brings also comes a real challenge: complexity.Complexity for end users, as more and more of their lives is mediated by digital services and devices.Complexity for companies, as they try to navigate a digital domain that’s increasing exponentially in complexity.What this means for Fjord is that our focus on elegant simplicity is increasing in strategic importance. It’s important for end users – to bring them delightful service experiences that are easy to engage with and easy to integrate into their lives.It’s important for clients – to help them prioritise and make strategic decisions, and to help them develop winning service solutions.
  • The next big wave – living services – is enabled by an ever-growing range of digital devices that are connected to each other and/or the Internet. These devices also have various sensors, and this will allow the capturing and analysis of huge amounts of data – often in real time.This digital platform allows us to imagine and design services that are LIVING.There are three key characteristics to the living services wave.1. The services can be created around individuals to a greater degree than ever before. They can be uniquely tailor made for each person, and can change based on time of day, place, user needs, etc. But this tailoring can happen at scale.2. The services themselves can be constantly evolving: alive, flexing, adopting, and changing. So we will not design dead artifacts – we will design highly fluid entities.3. This next stage of digitization also represents the gradual merger of the digital and real world:The distinction between digital and online 'channels' are removed – for example eCommerce and offline retailing disappears as both exist simultaneously and overlapPeople interact with technology using 'natural interfaces' (gestures, voice, eye movement…)Biology and technology are merging in the form of Quantified Self, 'Pay with your Face', etc.Biometrics (fingerprints, iris scan, etc.) are increasingly also used for authentication
  • We’re firmly in the business of re-invention.Mary Meeker is one of the most well-known opinion formers in digital. She’s an analyst and a venture capitalist, and has been dubbed “The Queen of the Web”.In her latest overview of the state of the Internet, she summarises everything with this header:“Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty”She’s explaining how all aspects of society, and all types of companies, are being reinvented thanks to New Devices, Connectivity, UI and Beauty.Well, this is exactly what we at Fjord do. We create services that are experienced on new connected devices. We shape best of class UIs, and we deliver beauty.At Fjord, we’re at the very center of the re-imagination of everything. It’s a fun and pretty special place to be.

Transcript

  • 1. Putting the consumer first: the effect of mobile on broadcast NAB @ MWC, February 2014
  • 2. Our focus is service design We differentiate providers in ways that create an emotional bond between the customer and the service. Our business is delight. Confidential Page 2
  • 3. We help the world‟s leading businesses create great services through the power of design LONDON • HELSINKI • BERLIN • MADRID • NEW YORK • STOCKHOLM • PARIS • SAN FRANCISCO • ISTANBUL Confidential Page 3
  • 4. We work with the world‟s top brands Confidential Page 4
  • 5. Design for data Retail price of roasted coffee, 2013 England riots: what happened to the rioters? INNOVATIO N Confidential Page 5
  • 6. The ultimate companion for game day and beyond Confidential Page 6
  • 7. Re-imagination of the phone bill Confidential Page 7
  • 8. From desktop to pocket: mobilizing TV to millions Confidential Page 8
  • 9. Some facts (and speculation) TVs go online By 2017, over 80% of all TV sets sold worldwide will be enabled for online connectivity and smart features Media are going mobile >50% of BBC and Guardian consumed on mobile Video is going mobile In 2014, >50% of video consumed on mobile in the US will be 10 minutes+ Confidential Page 9
  • 10. Some facts (and speculation) Are tablets settling into media devices? Google Play launched on iOS But it‟s not seamless: • You cannot buy movies or shows (Apple doesn‟t allow) • No offline capabilities Innovation frenzy Comcast launch (Feb 2014) of X1 DVR allows downloads to take on the go Confidential Page 10
  • 11. Some facts (and speculation) Consumers are using mobile to: • Access movie information • View trailers, buy tickets • Check TV show times • Engage with social media sites during shows • Preorder and buy DVDs, video games, digital downloads • Watch content Confidential Page 11
  • 12. Some facts (and speculation) Mobile display advertising is growing According to Gartner, worldwide mobile display advertising spending is estimated to grow from $1.8 billion in 2011 to approximately $13.5 billion in 2015. But has it found its form factor? Social TV is dead Either our friends have terrible taste or we know of it already. Says Gigaom in January 2014: “People don‟t want to know about poor choices old high-school friends made on their living room couch.” Confidential Page 12
  • 13. Confusing. Especially for the customer. The media industry may be the least customer friendly on earth. Confidential Page 13
  • 14. Proliferation of channels causes confusion Where can I watch VEEP? • BT Vision? Confused pricing • Netflix? Simple at £5.99/month • Apple TV? Expensive, delivers Netflix too • Digital Terrestrial? • YouTube? • Sky Now? • Somewhere illegal my kids know about? • Maybe Amazon/Facebook? There are multiple user experiences (plus remotes and interfaces) Can I use offline as well as online? Confidential Page 14
  • 15. But Mobile Drives Simplification Confidential Page 15
  • 16. But Mobile Drives Simplification Confidential Page 16
  • 17. Questions Where is the Spotify/Beats for video? • Playlists • Social (recommendations and feed) • Easy-to-grasp pricing • Multiplatform delivery • True On Demand Where is search for broadcast content? What is a newspaper? What is a TV channel? Twitter and Facebook lead the way. Snapchat, Vine, and Buzz are redefining media. Confidential Page 17
  • 18. Confidential Page 18
  • 19. Confidential Page 19
  • 20. Service Priorities Use data • Better understand the user‟s context • Find gaps in market – like House of Cards • What are Amazon/Facebook doing with data and content? Make payment amazing Focus on mobile: device upgrade cycles way faster than TV Use the second screen to personalise experience - even in group viewing situations Build services on top of the “product” for advertisers and consumers Confidential Page 20
  • 21. Digital transformation waves Desktop web 1990‟s 2000‟s 2010‟s Confidential Page 21
  • 22. Digital transformation waves Desktop web 1990‟s Mobility 2000‟s 2010‟s Confidential Page 22
  • 23. Digital transformation waves Desktop web 1990‟s Mobility 2000‟s Living services 2010‟s Confidential Page 23
  • 24. Complexity Digital transformation waves Desktop web 1990‟s Mobility 2000‟s Living services 2010‟s Confidential Page 24
  • 25. The living services wave CHARACTERISTICS Personalised ENABLERS Constantly evolving • • Self-learning and Each person's experience is unique adaptive • Customization, at scale • Data used intelligently and in real time Physical & digital merge • Distinction between digital and physical channels blurred • Biometric input, „natural‟ interfaces, and multimodality • Fast-growing range of devices and sensors • Faster, cheaper data transfer • Cloud ubiquity • Context-sensing • Natural interfaces • Identity & privacy solutions Confidential Page 25
  • 26. Five consequences for broadcast media Confidential Page 26
  • 27. 1. Fragmentation of consumer attention Further fragmentation of customer attention attention as conversations with objects proliferate. Confidential Page 27
  • 28. 2. The home needs a platform The home will first be distributed and then connected, and this will demand a platform. Whoever owns this will also play a key role in media distribution.(Why did Google pay $3.2bn for a thermostat and smoke alarm?) Confidential Page 28
  • 29. 3. Data expertise is required Do media have permission to play in this space? Confidential Page 29
  • 30. 4. Customer centricity How can the media industry become genuinely customer centric? Confidential Page 30
  • 31. 5. Relationships with customers are changing Every business will need to redefine its relationship with customers. Broadcast is no exception. Confidential Page 31
  • 32. We‟re in the re-imagination business “Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty” Mary Meeker of KPCB Confidential Page 32
  • 33. Thank you! mark.curtis@fjordnet.com @fjord