How the iPhone will forever change the mobile space (Over the Air)

Slide 1: How the iPhone Will Forever Change the Mobile Space by Brian Fling Over the Air, London April 4, 2008 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 4: Who is Brian? • Mobile Designer since 2000. • Worked for the ﬁrst MVNO in North America. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 5: Who is Brian? • Mobile Designer since 2000. • Worked for the ﬁrst MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 6: Who is Brian? • Mobile Designer since 2000. • Worked for the ﬁrst MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 7: Who is Brian? • Mobile Designer since 2000. • Worked for the ﬁrst MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. • Runs mobiledesign.org, one of the largest communities of mobile designers. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 8: Who is Brian? • Mobile Designer since 2000. • Worked for the ﬁrst MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. • Runs mobiledesign.org, one of the largest communities of mobile designers. • Co-author of the dotMobi Mobile Web Developers Guide. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 9: Who is Brian? • Mobile Designer since 2000. • Worked for the ﬁrst MVNO in North America. • Has worked directly with all Tier 1 carriers in North America and most of Tier 2. • Helped brands like Rolling Stone, Napster & ESPN with mobile web strategy & design. • Runs mobiledesign.org, one of the largest communities of mobile designers. • Co-author of the dotMobi Mobile Web Developers Guide. • Co-creator of Leaﬂets for the iPhone. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 14: Who am I talking to? • How many are new to mobile or the mobile web? • How many are web designers or developers? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 15: Who am I talking to? • How many are new to mobile or the mobile web? • How many are web designers or developers? • How many have created a mobile website or mobile web application? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 16: Who am I talking to? • How many are new to mobile or the mobile web? • How many are web designers or developers? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 17: Who am I talking to? • How many are new to mobile or the mobile web? • How many are web designers or developers? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? • How many own an iPhone? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 18: Who am I talking to? • How many are new to mobile or the mobile web? • How many are web designers or developers? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? • How many own an iPhone? • How many own an iPod Touch? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 19: Who am I talking to? • How many are new to mobile or the mobile web? • How many are web designers or developers? • How many have created a mobile website or mobile web application? • How many have created a mobile application (J2ME, BREW, Flash Lite, or other)? • How many own an iPhone? • How many own an iPod Touch? • How many own a Mac? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 22: Jargon Alert Mobile Portable personal communication devices able to connect voice calls or data requests wirelessly. Not to be confused with “cellular” or “cell.” Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 23: Jargon Alert Mobile Web The collective term for websites designed for viewing on a mobile device. Websites are published and accessed via the Internet just like a regular desktop website. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 29: 20 Million United Kingdom (50m) United States of America (303m) Population of the Earth Source: Wikipedia Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 30: 20 Million United Kingdom (50m) United States of America (303m) European Union (495m) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Source: Wikipedia Population of the Earth

Slide 31: 20 Million United Kingdom (50m) United States of America (303m) European Union (495m) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. China (1.3 billion) Source: Wikipedia Population of the Earth

Slide 36: Mobile Users (2.9b) Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. Mobile Web Access (1.3b) Desktop Web Access (1.1b) Sources: GSM Association, T-Mobile, Credit Suisse, Pyramid Research Mobile Web of Today

Slide 39: by 2010 Mobile Web Subscribers Mobile Web of Tomorrow Source: Informa Telecoms & Media 2006 Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 40: Mobile will REVOLUTIONIZE the way we gather and interact with information in the NEXT TWO YEARS. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 43: Vote Vote Down load Notify WAP Discuss IVR SMS Buy SMS IVR Notify Send to Friend WAP Bluetooth Radio TV Send to Friend Notify SMS Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. SMS Live Billboard Send to Buy Friend WAP ry Vi to MMS su di al Au Join WAP Site QR Code Word of Print Ad Mouth SMS Notify Kinesthetic Notify SMS WAP Mobile Events Buy Device Send to Friend QR Code Website MMS Join Notify SMS SMS Email WAP Site MMS WAP Site SMS Send to Friend Send to Friend Notify Notify

Slide 44: Jargon Alert LBS Location-based Services The ability for a mobile device to provide information that is relevant to it’s physical location via a Global Positioning System (GPS). Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 47: Jargon Alert Context The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed. Considered together with the surroundings or circumstances. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 50: Designing for Context • Address the inherent beneﬁts of the media. • Look at your content in multiple facets of distribution. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 51: Designing for Context • Address the inherent beneﬁts of the media. • Look at your content in multiple facets of distribution. • Create solutions based on goals. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 52: Designing for Context • Address the inherent beneﬁts of the media. • Look at your content in multiple facets of distribution. • Create solutions based on goals. • Balance the constraints of the technology. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 53: Designing for Context • Address the inherent beneﬁts of the media. • Look at your content in multiple facets of distribution. • Create solutions based on goals. • Balance the constraints of the technology. • Remember physical context. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 54: Designing for Context • Address the inherent beneﬁts of the media. • Look at your content in multiple facets of distribution. • Create solutions based on goals. • Balance the constraints of the technology. • Remember physical context. • Adapt content for multiple contexts. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 56: Jargon Alert Adaptation The process of dynamically optimizing content to the restrictions of the requesting device. The adaptation model relies on the mobile device’s user agent proﬁle to tell the server to deliver markup or images based on the browser, screen size and device capabilities. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 57: Jargon Alert Adaptation The process of dynamically optimizing content to the restrictions of the requesting device. The adaptation model relies on the mobile device’s user agent proﬁle to tell the server to deliver markup or images based on the browser, screen size and device capabilities. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 66: The 3 C’s of the Mobile Web • Cost If you don't develop your mobile website responsibly, the user could get stuck with a big bill in order to view your content. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 67: The 3 C’s of the Mobile Web • Cost If you don't develop your mobile website responsibly, the user could get stuck with a big bill in order to view your content. • Content Issues like navigation, image sizes, page weight and scripts all need to be considered when thinking about your website on mobile devices. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 68: The 3 C’s of the Mobile Web • Cost If you don't develop your mobile website responsibly, the user could get stuck with a big bill in order to view your content. • Content Issues like navigation, image sizes, page weight and scripts all need to be considered when thinking about your website on mobile devices. • Context What does your website add to the users mobility? How do you add value to the their physical context? What is the context in which they will use your site? On a bus or train? Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 69: Jargon Alert One Web The principle of making the same information and services to users regardless of the device used. This is a very misunderstood, misused and commonly debated concept. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 77: 7 th Mass Media 1. Printing Press 2. Recordings 3. Cinema 4.Radio 5. Television Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 78: 7 th Mass Media 1. Printing Press 2. Recordings 3. Cinema 4.Radio 5. Television 6.The Internet Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 79: 7 th Mass Media 1. Printing Press 2. Recordings 3. Cinema 4.Radio 5. Television 6.The Internet 7. Mobile Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 81: 5 unique beneﬁts 1. First truly personal mass media e.g. We don’t share our phones with our spouses. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 82: 5 unique beneﬁts 1. First truly personal mass media e.g. We don’t share our phones with our spouses. 2. First always-on mass media Information is always available 24/7, even when idle. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 83: 5 unique beneﬁts 1. First truly personal mass media e.g. We don’t share our phones with our spouses. 2. First always-on mass media Information is always available 24/7, even when idle. 3. First always-carried mass media 7 out of 10 people sleep with their phone within reach. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 84: 5 unique beneﬁts 1. First truly personal mass media e.g. We don’t share our phones with our spouses. 2. First always-on mass media Information is always available 24/7, even when idle. 3. First always-carried mass media 7 out of 10 people sleep with their phone within reach. 4. Only mass media with a built in payment channel Universal click to buy. Twice as many people have phones than credit cards. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 85: 5 unique beneﬁts 1. First truly personal mass media e.g. We don’t share our phones with our spouses. 2. First always-on mass media Information is always available 24/7, even when idle. 3. First always-carried mass media 7 out of 10 people sleep with their phone within reach. 4. Only mass media with a built in payment channel Universal click to buy. Twice as many people have phones than credit cards. 5. Oﬀers point of thought Ability to create or consume content whenever the mood strikes. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 89: Layers of Mobile Services Applications The mobile ecosystem Application Frameworks has many layers. Operating Systems Each with their own Platforms complexities and Handsets obstacles. Networks Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 90: Layers of Mobile Services Applications A mobile network operator (MNO) also known as... Application Frameworks • a wireless service provider Operating Systems • a wireless carrier Platforms • a mobile phone operator Handsets • a cellular company ...is a telephone company that Networks provides services for mobile phone subscribers. Operators Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 91: Jargon Alert Mobile Service Provider A broad term to describe the mobile network provider that provides subscribers wireless access to voice and data services. Also known as a mobile network operator, or MNO in the telecommunications industry, though usually referred to as carriers in North America and operators elsewhere in the world. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 92: Rank Company Primary Markets Network Subscribers* 1 China Mobile China (including Hong Kong) GSM, GPRS, EDGE 337.9 mil Europe, Australia, New Zealand, GSM, GPRS, EDGE, 2 Vodafone 206 mil Africa UMTS, HSDPA GSM, GPRS, EDGE, 3 Telefonica Europe, Latin America 154.8 mil UMTS, HSDPA Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. 4 China Unicom China GSM, GPRS, CDMA 153.1 mil GSM, GPRS, EDGE, 5 America Movil Mexico, Latin America 137.2 mil UMTS, CDMA GSM, GPRS, EDGE, 6 T-Mobile Europe, USA 111.8 mil UMTS, HSDPA GSM, GPRS, EDGE, 7 MTS Russia 74.67 mil UMTS GSM, GPRS, EDGE, 8 Orange Europe, Netherlands, Africa 73.2 mil UMTS, HSDPA GSM, GPRS, EDGE, 9 Telenor Netherlands, Eastern Europe 68 mil UMTS GSM, GPRS, EDGE, 10 AT&T USA 63.7 mil UMTS, HSDPA * Proportionate subscribers in millions as of June 2007. Sources: Companies Annual Reports Top Network Operators

Slide 93: Jargon Alert ARPU Average Revenue Per User A term used to describe the ﬁnancial value of a program, application or service. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 94: Layers of Mobile Services Applications Mobile networks communicate Application Frameworks through electromagnetic radio waves with a cell site base Operating Systems station, the antennas of which Platforms are usually mounted on a tower, pole or building. Handsets They are often referred to by Networks Networks their generation and/or standard. Operators Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 95: Jargon Alert G as in 2G, 2.5G and 3G. The generations of mobile networks. Oﬃcially there are only 1G, 2G & 3G, but several midpoints have been deﬁned as 2.5G, 2.75G, etc. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 96: 2G Second generation of mobile phone standards and technology Speeds GSM Global System for Mobile communications 12.2 kbits/s GPRS General Packet Radio Service max 60 kbits/s EDGE Enhanced Data rates for GSM Evolution 59.2 kbits/s HSCSD High-Speed Circuit-Switched Data 57.6 kbits/s Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners. 3G Third generation of mobile phone standards and technology Speeds W-CDMA Wideband Code Division Multiple Access 14.4 Mbits/s UMTS Universal Mobile Telecommunications System 3.6 Mbits/s UMTS-TDD Time Division Duplexing 16 Mbits/s TD-CDMA Time Divided Code Division Multiple Access 16 Mbits/s HSPA High-Speed Packet Access 14.4 Mbits/s HSDPA High-Speed Downlink Packet Access 14.4 Mbits/s HSUPA High-Speed Uplink Packet Access 5.76 Mbit/s GSM Mobile Networks

Slide 97: Other Network Technologies • CDMA & EVDO • iDEN & WiDEN • WiMAX Worldwide Interoperability for Microwave Access, is a telecommunications technology aimed at providing wireless data over long distances in a variety of ways, from point-to-point links to full mobile cellular type access. WiMAX allows a user, for example, to browse the Internet on a laptop computer without physically connecting the laptop to a router or switch port via an ethernet port. Copyright © 2008 Brian Fling. All trademarks and copyrights remain the property of their respective owners.

Slide 98: Layers of Mobile Services

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