0
Going Mobile
a selection of thoughts on the 2010 mobile landscape from yiibu
http://www.flickr.com/photos/ralphunden/298140...
mobile is different...
http://www.flickr.com/photos/fuzzcat/22019163
full-sized keyboard
comfy chair
focused user
work surfa...
different constraints...
varied input methods
limited baery life
inconsistent
networks
limited
display +
memory
varied for...
varied environments varied privacy
a private device in an often public context
and contexts
http://www.flickr.com/photos/wh...
expect distractions
http://www.flickr.com/photos/agharass/4818032706
“Life is what happens to you while you're
busy making ...
lots of diversity
and a little jargon
a few “walled gardens”
http://www.flickr.com/photos/hawksanddoves/325231714/
where operators once ruled...
http://www.flickr.com/photos/pagedooley/4313864280
via private networks
a
b
switching centre
receiver
caller
c
d
base-station
transcoding, bandwidth limitations, service blo...
and exclusive decks
http://www.flickr.com/photos/heliotrop3/3913546727
exclusive
real estate
then something happened...
http://www.flickr.com/photos/pagedooley/4313864280
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
a little history
billionsofunits
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2001
voice + text
stylus
monochrome
billionsofunits
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2003
the ‘smartphone’
colour display
the ‘navi-pad’
cam...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Released: 1984
CPU: 8 MHz
RAM: 128k (512k max)
Storage:...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2006
3G + WiFi
GPS
full web
browser
sensors
video
music...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2007
touch &
gestures
simplicity
full web
browser
hard ...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2007
Released: 1998
CPU: 233 MHz
RAM: 32 MB (512 MB max...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2008
the “App Store”
cometh...
“NetBooks” were
also hot...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2010
the rise of
Android...
the dawn of tablets...
bill...
1
2
3
4
5
6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2010and this number...
billionsofunits
is *roughly the number
of people living here...
*2009 estimates put the population around 6.79 billion inhabitants...
some specifics...
number of internet connections in the world
1,802,330,457
26% of the world’s population at the beginning of 2010 – http://...
number of people with mobile devices
4,600,000,000
68% of the population at the beginning of 2010 – U.N. Telecommunication...
number of mobile subscriptions
5,000,000,000
number of unique users
3,400,000,000
or roughly 1/2 the population of the planet
and the devices...
camera
touch
wifi
3G
gestures
navigation
music
video
internet
apps
voice
messaging
hi-res colour display
bluetooth
mail
ful...
an almost blank canvas...
camera
touch
wifi
3G
gestures
navigation
music
video
internet
apps
voice
messaging
hi-res colour ...
on a plethora of platforms...
19%
2%
2%
2%
3%
3%
3%
3%
9% 20%
34%
Nokia
Samsung
LG
RIM
Sony Ericsson
Motorola
Apple
HTC
ZTE
G’Five
Others
Nokia
SamsungL...
Samsung Apps
Blackberry AppWorld
Sony Ericsson PlayNow
Motorola Shop4AppsLG Application Store
Windows Marketplace for Mobi...
"The future is already here –
it’s just not evenly distributed."
– William Gibson
http://www.flickr.com/photos/kiwanja/3169...
San Francisco
the most popular device today in...
San Francisco
the most popular device today in...
growing fast...
London
the most popular device today in...
London
the most popular device today in...
fashionable
functional
*Nokia and Samsung
also very popular...
Dar es Salaam
the most popular device today in...
Dar es Salaam
the most popular device today in...
yes, they do still sell these ...even in London!
Jakarta
the most popular device today in...
Jakarta
the most popular device today in...
2003?
youth
market
The most popular device doesn’t
necessarily have the largest user base.
it depends...
as for demographics...
http://www.flickr.com/photos/pss/4830803189
it’s for serious business...
http://www.flickr.com/photos/slava/2906747450
and, fab @ txting!
...useful, but be skeptical.
connecting with our audience
http://www.flickr.com/photos/jamescridland/613445810
a
there’s Waldo
via App StoresSamsung Apps
Blackberry AppWorld
Sony Ericsson PlayNow Motorola Shop4Apps
LG Application Store
Windows Marke...
just different decks...
http://www.flickr.com/photos/heliotrop3/3913546727
more exclusive real estate...
with the same stuff...
...with the same stuff.
http://www.flickr.com/photos/28705377@N04/4142872268
your app here
and little discoverability...
the web...
getting things done on the iphone
call to
action
persuasion
trust
emotion
what’s popular
http://www.flickr.com/photos/lusosash/4153620043
http://www.flickr.com/photos/24258698@N04/2302563062
text messaging
entertainment for the masses
mobile web site
social networking
via apps, mobile web and SMS
casual games
http://site.layar.com/company/blog/make-your-own-layar-screen-shot-with-the-dreamcatcher/
technology specific
http://www.flickr.com/photos/24258698@N04/2302563062
brand awareness & marketing
the “pass-back”
publishing + ebooks
moment
the long-tail...
apps for “real people”...
http://www.flickr.com/photos/dnorman/4007986587
joiner
florist
chef
teacher
social worker
people
http://www.flickr.com/photos/gribanov/3203725133
most people don’t wake up
in the morning and say...
http://www.flickr.com/photos/ralphunden/2981403903
http://www.flickr.com/photos/ralphunden/2981403903
but they might wake up and say...
photo
opportunity
http://www.flickr.com/photos/dichohecho/4275447303
information/data & task completion
http://www.flickr.com/photos/joeshlabotnik/1767685092
knowledge & self-improvement
http://www.flickr.com/photos/aidanmorgan/3709199304/
boredom
a “pass-back”
http://www.flickr.com/photos/alancleaver/2581218229
stress & fatigue
http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
social identity & persona
http://www.flickr.com/photos/qole2/2562647441/
personalisation & lifestyle
“geek chic”
ooh, Linux...
http://www.flickr.com/photos/rolandslakis/99196316
social interaction & play
http://www.flickr.com/photos/mshades/2370462197
safety, control & independence
http://www.flickr.com/photos/8bitjoystick/3245697454
play
how do we do it?
http://www.flickr.com/photos/marcoarment/2035853550
http://www.flickr.com/photos/yandle/3857072335
do research
iterate quickly
http://www.flickr.com/photos/rosenfeldmedia/3978119393
iterate quickly
http://www.flickr.com/photos/mellis/304872324
get something on a device
http://www.flickr.com/photos/rosenfeldmedia/3978126471
test ideas often
http://www.flickr.com/photos/hendry/3053419265
fail early
http://www.flickr.com/photos/generated/3313311558
don’t be afraid to use the bin
http://www.flickr.com/photos/joelanman/367425390
focus on content
http://www.flickr.com/photos/certified_su/2667673050
view limitations as opportunities
don’t forget the user
http://www.flickr.com/photos/ralphunden/2981403903
go for the ‘long-wow’...
that’s as much
as he smiles...
http://www.flickr.com/photos/brownwren/3652695983/
delight?
http://www.flickr.com/photos/pagedooley/4534699748
design for diversity
http://www.flickr.com/photos/rebcal/4017674504
design for interruptions
http://www.flickr.com/photos/akashkurdekar/2959140399
design for personal time
http://www.flickr.com/photos/goincase/4647893507
design for health, learning & quality of life
"How do we design to be sometimes off
in a world that is itself always on?"
http://www.flickr.com/photos/featheredtar/308110...
"To be able to fill leisure intelligently
is the last product of civilisation..."
– Bertrand Russell, Conquest of Happiness...
thank you
hello@yiibu.com
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  1. 1. Going Mobile a selection of thoughts on the 2010 mobile landscape from yiibu http://www.flickr.com/photos/ralphunden/2981403903
  2. 2. mobile is different... http://www.flickr.com/photos/fuzzcat/22019163 full-sized keyboard comfy chair focused user work surface environment privacy unlimited data reliable power source reliable network
  3. 3. different constraints... varied input methods limited baery life inconsistent networks limited display + memory varied form factors limited CPU varied environments varied privacy http://www.flickr.com/photos/whiteafrican/2736565604
  4. 4. varied environments varied privacy a private device in an often public context and contexts http://www.flickr.com/photos/whiteafrican/2736565604
  5. 5. expect distractions http://www.flickr.com/photos/agharass/4818032706 “Life is what happens to you while you're busy making other plans.” – John Lennon
  6. 6. lots of diversity
  7. 7. and a little jargon
  8. 8. a few “walled gardens” http://www.flickr.com/photos/hawksanddoves/325231714/
  9. 9. where operators once ruled... http://www.flickr.com/photos/pagedooley/4313864280
  10. 10. via private networks a b switching centre receiver caller c d base-station transcoding, bandwidth limitations, service blocking and no packet neutrality
  11. 11. and exclusive decks http://www.flickr.com/photos/heliotrop3/3913546727 exclusive real estate
  12. 12. then something happened... http://www.flickr.com/photos/pagedooley/4313864280
  13. 13. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 a little history billionsofunits
  14. 14. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 voice + text stylus monochrome billionsofunits
  15. 15. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2003 the ‘smartphone’ colour display the ‘navi-pad’ camera memory cards billionsofunits
  16. 16. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Released: 1984 CPU: 8 MHz RAM: 128k (512k max) Storage: 400k (3.5” floppy) Display: 22.9 cm Monochrome Dimensions: 34.5 x 24.4 x 27.7 cm Weight: 7.5 kgs Released: 2003 CPU: 104 MHz RAM: 6 MB Storage: 32 MB MMC Card Display: 5.3 cm Thousands of colours Dimensions: 10.9 x 5.8 x 2.4 cm Weight: 122 g 2003 considered portable in 1984fits in your pocket billionsofunits
  17. 17. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2006 3G + WiFi GPS full web browser sensors video music complexity billionsofunits
  18. 18. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2007 touch & gestures simplicity full web browser hard drive billionsofunits
  19. 19. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2007 Released: 1998 CPU: 233 MHz RAM: 32 MB (512 MB max) Storage: 4 GB (+ optical drive) Display: 38.1 cm Millions of colours Dimensions: 40.1 x 38.6 x 44.7 cm Weight: 17.3 kgs Released: 2007 CPU: 412 MHz RAM: 128 MB Storage: 4 GB (8 GB max) Display: 8.9 cm Millions of colours Dimensions: 11.4 x 6.1 x 1.2 cm Weight: 135 g again, it was ‘portable’...? billionsofunits
  20. 20. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2008 the “App Store” cometh... “NetBooks” were also hot... billionsofunits
  21. 21. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2010 the rise of Android... the dawn of tablets... billionsofunits
  22. 22. 1 2 3 4 5 6 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2010and this number... billionsofunits
  23. 23. is *roughly the number of people living here... *2009 estimates put the population around 6.79 billion inhabitants...
  24. 24. some specifics...
  25. 25. number of internet connections in the world 1,802,330,457 26% of the world’s population at the beginning of 2010 – http://www.internetworldstats.com
  26. 26. number of people with mobile devices 4,600,000,000 68% of the population at the beginning of 2010 – U.N. Telecommunications Agency, http://www.itu.int
  27. 27. number of mobile subscriptions 5,000,000,000
  28. 28. number of unique users 3,400,000,000 or roughly 1/2 the population of the planet
  29. 29. and the devices...
  30. 30. camera touch wifi 3G gestures navigation music video internet apps voice messaging hi-res colour display bluetooth mail full web browser feature convergence
  31. 31. an almost blank canvas... camera touch wifi 3G gestures navigation music video internet apps voice messaging hi-res colour display bluetooth mail full web browser with a buon or two! a big screen...
  32. 32. on a plethora of platforms...
  33. 33. 19% 2% 2% 2% 3% 3% 3% 3% 9% 20% 34% Nokia Samsung LG RIM Sony Ericsson Motorola Apple HTC ZTE G’Five Others Nokia SamsungLG Other Worldwide Mobile Device Sales to End Users in 2Q10 (Thousands of Units, total: 324,556.8) http://www.gartner.com/it/page.jsp?id=1421013 made by many OEMS...
  34. 34. Samsung Apps Blackberry AppWorld Sony Ericsson PlayNow Motorola Shop4AppsLG Application Store Windows Marketplace for Mobile Vodafone Apps O2 Litmus Orange Application Shop PocketGear GetJar Dell Mobile Appstore with countless routes to market...
  35. 35. "The future is already here – it’s just not evenly distributed." – William Gibson http://www.flickr.com/photos/kiwanja/3169447879
  36. 36. San Francisco the most popular device today in...
  37. 37. San Francisco the most popular device today in... growing fast...
  38. 38. London the most popular device today in...
  39. 39. London the most popular device today in... fashionable functional *Nokia and Samsung also very popular...
  40. 40. Dar es Salaam the most popular device today in...
  41. 41. Dar es Salaam the most popular device today in... yes, they do still sell these ...even in London!
  42. 42. Jakarta the most popular device today in...
  43. 43. Jakarta the most popular device today in... 2003? youth market
  44. 44. The most popular device doesn’t necessarily have the largest user base. it depends...
  45. 45. as for demographics...
  46. 46. http://www.flickr.com/photos/pss/4830803189 it’s for serious business...
  47. 47. http://www.flickr.com/photos/slava/2906747450 and, fab @ txting!
  48. 48. ...useful, but be skeptical.
  49. 49. connecting with our audience http://www.flickr.com/photos/jamescridland/613445810 a there’s Waldo
  50. 50. via App StoresSamsung Apps Blackberry AppWorld Sony Ericsson PlayNow Motorola Shop4Apps LG Application Store Windows Marketplace for Mobile Vodafone Apps O2 Litmus Orange Application Shop PocketGear GetJar Dell Mobile Appstore
  51. 51. just different decks... http://www.flickr.com/photos/heliotrop3/3913546727 more exclusive real estate...
  52. 52. with the same stuff...
  53. 53. ...with the same stuff. http://www.flickr.com/photos/28705377@N04/4142872268 your app here and little discoverability...
  54. 54. the web... getting things done on the iphone
  55. 55. call to action persuasion trust emotion
  56. 56. what’s popular http://www.flickr.com/photos/lusosash/4153620043
  57. 57. http://www.flickr.com/photos/24258698@N04/2302563062 text messaging
  58. 58. entertainment for the masses mobile web site
  59. 59. social networking via apps, mobile web and SMS
  60. 60. casual games
  61. 61. http://site.layar.com/company/blog/make-your-own-layar-screen-shot-with-the-dreamcatcher/ technology specific
  62. 62. http://www.flickr.com/photos/24258698@N04/2302563062 brand awareness & marketing
  63. 63. the “pass-back”
  64. 64. publishing + ebooks
  65. 65. moment the long-tail...
  66. 66. apps for “real people”... http://www.flickr.com/photos/dnorman/4007986587 joiner florist chef teacher social worker
  67. 67. people http://www.flickr.com/photos/gribanov/3203725133
  68. 68. most people don’t wake up in the morning and say... http://www.flickr.com/photos/ralphunden/2981403903
  69. 69. http://www.flickr.com/photos/ralphunden/2981403903 but they might wake up and say... photo opportunity
  70. 70. http://www.flickr.com/photos/dichohecho/4275447303 information/data & task completion
  71. 71. http://www.flickr.com/photos/joeshlabotnik/1767685092 knowledge & self-improvement
  72. 72. http://www.flickr.com/photos/aidanmorgan/3709199304/ boredom a “pass-back”
  73. 73. http://www.flickr.com/photos/alancleaver/2581218229 stress & fatigue
  74. 74. http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609 social identity & persona
  75. 75. http://www.flickr.com/photos/qole2/2562647441/ personalisation & lifestyle “geek chic” ooh, Linux...
  76. 76. http://www.flickr.com/photos/rolandslakis/99196316 social interaction & play
  77. 77. http://www.flickr.com/photos/mshades/2370462197 safety, control & independence
  78. 78. http://www.flickr.com/photos/8bitjoystick/3245697454 play
  79. 79. how do we do it? http://www.flickr.com/photos/marcoarment/2035853550
  80. 80. http://www.flickr.com/photos/yandle/3857072335 do research
  81. 81. iterate quickly http://www.flickr.com/photos/rosenfeldmedia/3978119393 iterate quickly
  82. 82. http://www.flickr.com/photos/mellis/304872324 get something on a device
  83. 83. http://www.flickr.com/photos/rosenfeldmedia/3978126471 test ideas often
  84. 84. http://www.flickr.com/photos/hendry/3053419265 fail early
  85. 85. http://www.flickr.com/photos/generated/3313311558 don’t be afraid to use the bin
  86. 86. http://www.flickr.com/photos/joelanman/367425390 focus on content
  87. 87. http://www.flickr.com/photos/certified_su/2667673050 view limitations as opportunities
  88. 88. don’t forget the user http://www.flickr.com/photos/ralphunden/2981403903
  89. 89. go for the ‘long-wow’... that’s as much as he smiles... http://www.flickr.com/photos/brownwren/3652695983/ delight?
  90. 90. http://www.flickr.com/photos/pagedooley/4534699748 design for diversity
  91. 91. http://www.flickr.com/photos/rebcal/4017674504 design for interruptions
  92. 92. http://www.flickr.com/photos/akashkurdekar/2959140399 design for personal time
  93. 93. http://www.flickr.com/photos/goincase/4647893507 design for health, learning & quality of life
  94. 94. "How do we design to be sometimes off in a world that is itself always on?" http://www.flickr.com/photos/featheredtar/3081108482 – Marko Ahtisaari, Director of Design Strategy, Nokia
  95. 95. "To be able to fill leisure intelligently is the last product of civilisation..." – Bertrand Russell, Conquest of Happiness (1930) http://www.flickr.com/photos/sergemelki/349313011
  96. 96. thank you hello@yiibu.com
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