No matter how much we try to put ourselves into a mobile first mentality, it is hard for us to do so fully. Our access to PCs prevents us from experiencing mobile the way many in the world do. We're currently fighting for parity among experiences. We're arguing that the mobile version shouldn't be a dumbed down version of the desktop site. But we've set our sights too low. In a true Mobile First world, the mobile version should be the best experience. Mobile shouldn't just match the desktop experience, it should exceed it.

1. Casting Off Our Desktop Shackles
Jason Grigsby • @grigs • cloudfour.com
Slides: bit.ly/shackles-wvpdx
http://www.flickr.com/photos/theroadisthegoal/372137752/

2. Follow along
@grigs_talks
bit.ly/shackles-wvpdx
After event: @grigs
http://www.flickr.com/photos/stevegarfield/4247757731/

3. There is no mobile web.
http://www.flickr.com/photos/robboudon/6035811624/

4. I’m conflicted.
http://www.flickr.com/photos/tudor/4324056624/

5. There are valid reasons to question mobile context.
And despite that, I can’t help but feel…
http://www.flickr.com/photos/bourguiboeuf/5364614975/

6. We’re limiting ourselves.
http://www.flickr.com/photos/lintmachine/2306383943/

7. 1. Mobile doesn
’t mean taking th
ings away.
http://www.flickr.com/photos/quinnanya/4599750124/

8. Don’t Skip Core Functionality
How Do I Add an RSS Feed to My RSS Reader?

9. 1024 x 768: Still No Way to Add RSS

10. URLs should go to content, not mobile home.

11. http://xkcd.com/869/

12. Why go to the desktop web?

13. Great mobile site. Good luck finding it.

14. But if there’s one thing I’ve learned in observing
people on their mobile devices, it’s that they’ll
do anything on mobile if they have the need.
Write long emails? Check. Manage complex sets
of information? Check. And the list goes on.
If people want to do it, they’ll do it on mobile -
especially when it’s their only or most
convenient option.
—Luke Wroblewski
lukew.com/ff/entry.asp?1333
http://www.flickr.com/photos/emmacox/6095336904/

15. 2. Our vision of mobile
context is often wrong.
http://www.flickr.com/photos/brunauto/5062644167/

16. 80% during
misc downtime
76% while
waiting in lines
62% while
watching TV
69% for point of
sale research
http://www.flickr.com/photos/missmeng/5327470961

17. TMI: 39% use phone
on the toilet.

18. Yes, we can’t know
the mobile context.
http://www.flickr.com/photos/timcaynes/158599960/

19. But that doesn’t
mean mobile isn’t
unique and powerful.
http://www.flickr.com/photos/sparktography/2485147794/

20. Mobile as the 7th
Mass Media?

21. 1. Printing press
http://www.flickr.com/photos/buschap/3917984966/

22. 2. Recordings
http://www.flickr.com/photos/taviona/278461610/

23. 3. Cinema
http://www.flickr.com/photos/m4tik/4687194723/

24. 4. Radio
http://www.flickr.com/photos/kt/249301268/

25. 5. Television
http://www.flickr.com/photos/simon_aughton/2178768452/

26. 6. Internet
http://www.flickr.com/photos/lecates/454787692/

27. 7. Mobile
http://www.flickr.com/photos/djwudi/382030798/

28. http://www.flickr.com/photos/pedestriantype/4789244416/
Mobile’s Eight
Unique Abilities

29. 1. PERSONAL
63% do not
share phone
http://www.flickr.com/photos/fchouse/2829381653/

30. ~50% of US admit to
sleeping with phone
2. PERMANENTLY
CARRIED http://www.flickr.com/photos/kk/3615287378/

31. 3. ALWAYS ON http://www.flickr.com/photos/gilderic/3517477267/

32. 4. BUILT-IN PAYMENT CHANNEL

33. 5. CREATIVE
IMPULSE http://www.flickr.com/photos/d_a_v_i_d_m_/246298437/

34. 6. ACCURATE
MEASUREMENT
http://www.flickr.com/photos/memotions/259656126/

35. 7. SOCIAL CONTEXT http://www.flickr.com/photos/mythoto/1234638761/

36. 8. AUGMENTED
REALITY
http://issuu.com/mkparsley/docs/ikea

37. Mobile is the most borg-like
technology we’ve ever seen

38. Inspiring
http://www.flickr.com/photos/asphericlens/5661878892/

39. “When a new medium borrows from an existing
one, some of what it borrows makes sense, but
much of the borrowing is thoughtless, ‘ritual’,
and often constrains the new medium. Over
time, the new medium develops its own
conventions, throwing off existing conventions
that don’t make sense.”
—John Allsopp, Dao of Web Design

40. What are we borrowing from the previous
medium—the PC Internet—that doesn’t make
sense for mobile?

41. And can an article written for a previous
medium really be the key to a new one?

42. “The history of mobile phones has been a long
slow process of copying what works on the
desktop and then sheepishly realizing that it just
doesn’t quite work right.”
—Scott Jenson

43. 320 px
Too much focus on
the smaller screen.

44. TV resolution reinforces this idea
1980 px
1080 px
This is
HDTV

45. Why do we need to
look at our phones to
get directions?
One vibration for left.
Two for right.
http://www.flickr.com/photos/williamhook/4225307113

46. Old saying in
mobile:
Asia is two
years ahead…
http://www.flickr.com/photos/romainguy/3673700251/

47. of Europe
which is two
years ahead…
http://www.flickr.com/photos/djou/2079730487

48. of the United States.
http://www.flickr.com/photos/davearquati/459024208/

50. “My impression is that there was no computers
anymore. Only tablets and phones.”
“Some Apple devices, but not that much. Most
of the smartphones are Samsung and HTC
phones (no surprise here), but also a *lot* of
feature phones and not-that-smart-phones (old
smart phones). ”

51. It’s fairly
certain that the
highest-value
use will stay
predominantly
on desktop.
—Jakob Nielsen
http://www.flickr.com/photos/dplanet/82899080/

52. Most complex tasks have vastly better user
experience on the desktop and thus will be
performed there. I'm talking anything from
researching your next car purchase to learning
about a new medical condition (and its associated
pharmaceuticals) to managing your investment
portfolio. Yes, you might enter a stock trade with
your broker's mobile app, but you'll research new
mutual funds on the desktop.
—Jakob Nielsen

53. http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-Dec2010.pdf

54. Unlimited Voice, Text and Web for $40/mo.

57. The Post-PC Era Didn’t
Start with the iPad
http://www.flickr.com/photos/acaben/541334636/

58. It started in Asia with
mobile phones and spread to
developing countries.
http://www.flickr.com/photos/jamesjustin/3914923307

59. GSMA Predictions for End of 2011
Connections YoY
% Total Largest Market
(millions) Growth %
Asia-Pacific 3,019 50% 17% China (961M)
Africa 648 11% 18% Nigeria (99M)
Americas 627 10% 11% Brazil
E.Europe 541 9% 6% Russia (231M)
W.Europe 539 9% 3% Germany (112M)
USA/Canada 367 6% 9% USA (340M)
Middle East 330 5% 11% Iran (82M)
World 6,071 100% 13%

60. Officially #2
mobile region.
“Out of every
100 people, 65
have some
form of mobile
connectivity.”

61. Africa has
more in
common with
Asia than Asia
does with the
United States.
http://www.flickr.com/photos/ict4d/3068105816/

62. slideshare.net/CMSummit/ms-internet-trends060710final

63. Thanks Steve Souders!
nytimes.com/2011/04/18/technology/18mobile.html

64. Thanks Steve Souders!
nytimes.com/2011/04/18/technology/18mobile.html

65. http://www.flickr.com/photos/kiwanja/3169447879
20% of Kenya’s GDP sent
through mobile banking.

66. We often get asked how much to add mobile
to desktop. It should be the opposite.
http://www.flickr.com/photos/stephenhackett/3728570312

67. Mobile is the most important technology
since the printing press.
http://www.flickr.com/photos/rhadley/3527304106/

68. UN urging more mobile
for developing countries.

69. A 2005 London Business School study
found that for every additional 10 mobile
phones per 100 people in a developing
country, GDP rises by 0.5%.
http://www.guardian.co.uk/technology/2011/jul/24/mobile-phones-africa-microfinance-farming

70. Saffron uprising

71. Cellscope puts microscopes in remote areas.

73. World changing tech. Not just for the affluent.

74. World changing tech. Not just for the affluent.
Android Phones Help Poor Farmers in Uganda
Afghan Women Tolerate Beating for Cell Phones in Emerging Market
Cambodia: Using text messaging as weapon in malaria war
U.N. plan provides mobile numbers to poor with Cloud Number
Information helps combat food insecurity in Kenya
3 million poor in Africa and South Asia to gain access to mobile phone numbers
India Turns to Mobile Phones in Bid to Improve Vaccination Rate
Tanzanian farmers report improved yields via SMS

75. Want more?
Textually.org

76. Support
MobileActive.org

77. http://dstorey.tumblr.com/post/10045571079/mobiledominance

79. According to California-based mobile-banking
innovator Carol Realini, executive chairman of
Obopay: “Africa is the Silicon Valley of
banking. The future of banking is being defined
here… It’s going to change the world.”
http://www.guardian.co.uk/technology/2011/jul/24/mobile-phones-africa-microfinance-farming

80. http://www.flickr.com/photos/whiteafrican/2888960873

81. And really, is the United States that different?
Or is the story simply not being told?
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only

82. Understanding
mobile as the
primary and
sometimes only
device…
http://www.flickr.com/photos/e4a-2030/5106562313

83. http://www.flickr.com/photos/goobi/4021009835/
is difficult when we spend so much time on our PCs.

84. Word Lens

85. A9 Flow Powered by Amazon

86. Polar Rose. Bought by Apple.

89. We’re just scratching
Sensor Capabilities
the surface of what
• Location detection: GPS, WiFi, cell towers
these sensors can do.
• Orientation: direction from a digital compass
• Device positioning & motion: from an accelerometer
• Audio: input from a microphone; output to speaker
• Video & image: capture/input from a camera
• Device connections: through Bluetooth between devices
• Proximity: device closeness to physical objects
• Ambient Light: light/dark environment awareness
• RFID reader: identify & track objects with broadcasted identifiers
• Multi-touch sensors
• Haptic feedback: “feel” different surfaces on a screen
• Biometrics: retinal, fingerprint, etc.
• Push: real-time notifications “instant” to user
27
Highly recommend Luke Wroblewski’s First Person User Experience
Presentation at http://www.lukew.com/presos/preso.asp?21

90. Is there a mobile web?
http://www.flickr.com/photos/robboudon/6035811624/

91. Is mobile a new mass media?
http://www.flickr.com/photos/robboudon/6035811624/

92. What about mobile web?
http://www.flickr.com/photos/robboudon/6035811624/

93. If mobile is a new medium, then
the mobile web is a bit of a half-
breed – it is part mobile medium
and part internet medium so it
inherits traits from both.
—Tim Kadlec

94. http://www.flickr.com/photos/meredithfarmer/377846740/

95. A common element in many of the more futuristic
stories are devices that are most comparable to mobile
phones – always with you, always on. They don’t stop
there though. They respond to context of environment
and adapt based on the users behavioral history – they
create a truly personalized and responsive user
experience regardless of the situation.
—Tim Kadlec

96. A common element in many of the more futuristic
stories are devices that are most comparable to mobile
phones – always with you, always on. They don’t stop
there though. They respond to context of environment
Where have I heard this recently?
and adapt based on the users behavioral history – they
create a truly personalized and responsive user
experience regardless of the situation.
—Tim Kadlec

98. http://www.flickr.com/photos/adactio/6301799843
Upcoming Zombie Apocalypse of Devices

99. http://www.slideshare.net/scottjenson/mobile-apps-must-die

100. http://www.slideshare.net/scottjenson/mobile-apps-must-die

101. http://www.slideshare.net/scottjenson/mobile-apps-must-die

102. http://www.slideshare.net/scottjenson/mobile-apps-must-die

103. http://www.slideshare.net/scottjenson/mobile-apps-must-die

104. http://www.slideshare.net/scottjenson/mobile-apps-must-die

105. http://www.slideshare.net/scottjenson/mobile-apps-must-die

106. Just-in-time
interaction
http://www.slideshare.net/scottjenson/mobile-apps-must-die

107. today’s just in case web + apps
(now with added experience)
“ Our apps offer the best experience...
(so please download, install and keep
them updated, just in case that time
comes...we promise you won’t regret it)
support
information
products
shopping
shopping
brand
infotainment web site
native infotainment
social
tool
apps
tools
tool corporate PR
jobs
investor
news
Thanks to Stephanie Rieger for these brilliant slides. http://www.slideshare.net/yiibu/reset-the-web

108. ...but I don’t want to
own your app, I want
to own the possibility
space of your app.
http://www.slideshare.net/yiibu/reset-the-web
Paraphrased from Mike Kuniavsky @ Webdirections South http://www.flickr.com/photos/zenilorac/698514624

109. tomorrow's just in time web
(because everything is connected)
I’d like to use whatever device I have
on-hand to learn more about this thing/
tool/service/place (right here and right
now)...please show me what I can do.
support
information
tools
Like+
smart thing
http://www.slideshare.net/yiibu/reset-the-web

110. “ ...a world where our devices load
applications opportunistically
as we need them, in real time.
The technological model for this...
is web pages. But these will be web
pages with advanced functionality that
can be accessed seamlessly from
remote or local networks—and even
from other mobile devices.
- Scott Jenson on Forbes: Apps are over
http://www.slideshare.net/yiibu/reset-the-web http://www.flickr.com/photos/keepwaddling1/3048726936/

111. We look at mobile as a small screen
version of the our computers…
http://www.flickr.com/photos/bendodson/3367856091

112. when we should be looking
at mobile as so much more.
http://www.flickr.com/photos/whiteafrican/3401121885

113. BIG
THINK

114. Jason Grigsby • @grigs • cloudfour.com
Slides: bit.ly/shackles-wvpdx

115. We wrote a book. WebVisions has on sale.

116. M on
ob d
M
ile ay,
Po 6p
rtl m
an
d
We wrote a book. WebVisions has on sale.

117. Jason Grigsby • @grigs • cloudfour.com
Slides: bit.ly/shackles-wvpdx