An Internet Watered Down
or, how to save the mobile web

John Pettengill
Hi, I’m John.




Photo by red5standingby (flickr)   An Internet Watered Down / Page 2
Hi, I’m John.

I work at Razorfish

in New York.




Photo by red5standingby (flickr)   An Internet Watered Down / Page 3
I used to be

a graphic designer.




Photo by Ross Franklin   An Internet Watered Down / Page 4
I used to be

a graphic designer.

a math guy.




Photo by Stuart Pilbrow   An Internet Watered Down / Page 5
I used to be

a graphic designer.

a math guy.

a big geek.




Photo by spike55151 (flickr)   An Internet Watered Down / ...
Now I’m mostly

an Information Architect

and sci-fi lover.




Photo by Sharyn Morrow     An Internet Watered Down / Page...
I’m pretty disappointed

with the mobile websites

I’ve seen.




Photo by Emran Kassim     An Internet Watered Down / Pag...
They’re just like

the “regular” website,

but with less.




Photo by sgrace (flickr)   An Internet Watered Down / Page 9
They’re just like

the regular website,
    “regular” website,

but with less content.




Photo by sgrace (flickr)   An I...
They’re just like

the regular website,
    “regular” website,

but with less ways to

navigate the content.




Photo by ...
They’re just like

the regular website,
    “regular” website,

but with less functionality.




Photo by sgrace (flickr) ...
You get the idea.




                         Don’t assume a 1:1
                        relationship between
           ...
But our users don’t deserve

less on the mobile web.




Photo by Thomas Hawk      An Internet Watered Down / Page 14
But our users don’t deserve

less on the mobile web.

They deserve more.




Photo by Thomas Hawk      An Internet Watered...
But our users don’t deserve

less on the mobile web.

They deserve more.

So let’s give it to them.




Photo by Thomas Ha...
Let’s stop treating mobile

site builds as an afterthought.




Photo by Pete Jordan     An Internet Watered Down / Page 17
Let’s stop treating mobile

site builds as an afterthought.

No more

watered down internets.




Photo by Pete Jordan    ...
1 / The Problem
   or, how our idea of “The Mobile Web” is flawed.


2 / The Solution
   or, we have opportunities outside...
1 / The Problem




                  An Internet Watered Down / The Problem / Page 20
The World Wide Web is

trying to become a local tool.




Photo by Amy van der Hiel   An Internet Watered Down / The Probl...
But it isn’t.




http://eventful.com   An Internet Watered Down / The Problem / Page 22
Never was.




http://yelp.com/nyc   An Internet Watered Down / The Problem / Page 23
Never will be.




http://newyork.craigslist.org   An Internet Watered Down / The Problem / Page 24
These sites are still great.

And we do need them.




                       An Internet Watered Down / The Problem / Pag...
These sites are still great.

And we do need them.

But these sites are not

part of the mobile web.




                 ...
These sites are still great.

And we do need them.

But these sites are not

part of the mobile web.

Mobile optimized ver...
They’re just offering

users the same old internet.




Photos by Ian Muttoo    An Internet Watered Down / The Problem / P...
Which features broad content

and powerful (but general)

functionality.




Photos by Ian Muttoo   An Internet Watered Do...
Which just doesn’t

work on a phone.




Photos by Laura Thorne   An Internet Watered Down / The Problem / Page 30
Which just doesn’t

work on a phone.

fit onto a phone.




Photos by Laura Thorne   An Internet Watered Down / The Proble...
Which just doesn’t

work on a phone.

fit onto a phone.

make sense on a phone.




Photos by Laura Thorne   An Internet W...
Your phone is not the same

as your home computer.




Photos by Aaron Landry and Joe Hatfield   An Internet Watered Down ...
Home computers have



                        large displays

                        full-size keyboards

              ...
And consequently,

the internet can be sloppy.




Photo by Joe Hatfield   An Internet Watered Down / The Problem / Page 35
Phones have



                        small displays

                        tiny keyboards

                        mul...
And as a result,

the mobile internet

cannot be sloppy.




Photo by Aaron Landry   An Internet Watered Down / The Proble...
So if these two are so different,

why are we giving our users

the same thing?



                                       ...
It’s no lie that content

works on a cell phone.




Photo by Aaron Landry   An Internet Watered Down / The Problem / Page...
But that’s

not really the point.




Photo by Aaron Landry   An Internet Watered Down / The Problem / Page 40
We have a powerful,

locationally aware,

communication holy grail.




Photo by Dushaun (flickr)   An Internet Watered Do...
And we’re using it

to play sudoku

and read the Times.




Photo by Dushaun (flickr)   An Internet Watered Down / The Pro...
It’s like asking Frank Gehry

to build a birdhouse.




Photo by juandesant (flickr)   An Internet Watered Down / The Prob...
It’s like asking Frank Gehry

to build a birdhouse.

It’s a waste of time.




Photo by juandesant (flickr)   An Internet ...
And honestly,

that’s what mobiles do.

Mobiles fill up our dead time.



                                         Find op...
They’ve become

our book.




Photo by Reeding Lessons (flickr)   An Internet Watered Down / The Problem / Page 46
They’ve become

our book.

Our TV.




Photo by Alexandre Jorge   An Internet Watered Down / The Problem / Page 47
They’ve become

our book.

Our TV.

Our Nintendo.




Photo by Shahid Sarker   An Internet Watered Down / The Problem / Pa...
But we’re repeating

categories when we should be

forging new ones.



                                     Making conten...
Especially when your phone

has something your

home computer does not.




Photo by Aaron Landry   An Internet Watered Do...
Context.




Photo by Aaron Landry   An Internet Watered Down / The Problem / Page 51
We may have realized

that the mobile space

is changing.




Photo by Scott Ableman   An Internet Watered Down / The Prob...
We may have realized

that the mobile space

is changing our lives.




Photo by Scott Ableman   An Internet Watered Down ...
We may have realized

that the mobile space

is changing our lives.

But most businesses don’t

understand what that means...
Because they’re still

asking us for this.




                        An Internet Watered Down / The Problem / Page 55
Because they’re still

asking us for this.

Let’s do one better.




                        An Internet Watered Down / Th...
Let’s give them this.




Photo by Karl Tate      An Internet Watered Down / The Problem / Page 57
We are going to

hyperlink the world.




http://flickr.com      An Internet Watered Down / The Problem / Page 58
2 / The Solution




                   An Internet Watered Down / The Solution / Page 59
So you’re at the

grocery store




Photo by Jacob Patton   An Internet Watered Down / The Solution / Page 60
‘cause you got a killer

case of the donut munchies,




Photo by Belinda Hankins Miller   An Internet Watered Down / The ...
but the line is super

long,




Photo by Sean Bonner    An Internet Watered Down / The Solution / Page 62
but the line is super

long (which sucks),




Photo by Sean Bonner    An Internet Watered Down / The Solution / Page 63
there’s a screaming kid, like,

right in front of you,




Photo by Ben McLeod      An Internet Watered Down / The Solutio...
and apparently Reese

Witherspoon and

Ryan Phillippe split up.




Photo by Laura Mundee   An Internet Watered Down / The...
Now find your credit card.




Photo by Mike v      An Internet Watered Down / The Solution / Page 66
And next? You have

to use this machine to pay.




Photo by Jason Eppink   An Internet Watered Down / The Solution / Page...
And next? You have

to use this machine to pay.

This credit card reader is

no one’s preferred tool.




Photo by Jason E...
And next? You have

to use this machine to pay.

This credit card reader is

no one’s preferred tool.

Most of us would pr...
A tool that probably looks

something like this.




Photo by Sébastien Barré   An Internet Watered Down / The Solution / ...
And just like that,

we killed

Saturday morning budgeting.




                                Combine tasks that
       ...
Not to mention digital

coupon delivery, reward

programs, and skipping the

formal check-out process.




Photo by Bruce ...
The needs of users

change depending on whether

or not they’re at home.




Photo by Amy van der Hiel   An Internet Water...
When you’re at home

Barnes & Noble has

a robust site where you can

find a store or buy books.




Photo by Nick Humphri...
And when you’re out,

the site can still be

a good resource.




Photo by Mo Riza        An Internet Watered Down / The S...
But what about when you’re

at a Barnes & Noble?




Photo by Michael Dunn   An Internet Watered Down / The Solution / Pag...
Can you search for

a book actually at that

Barnes and Noble?




Photo by Christian Guthier   An Internet Watered Down /...
Can you search for

a book actually at that

Barnes and Noble?

And get taken right to it?




Photo by Christian Guthier ...
Can you preview CDs using

your mobile?




Photo by Raymond Yee   An Internet Watered Down / The Solution / Page 84
Can you order a latté refill

without having to pack up

all of your things?




Photo by Jeff Kole    An Internet Watered...
3 / The Case Studies




                   An Internet Watered Down / The Case Studies / Page 94
Michael loves going

to his local Starbucks.




Photo by Jason Rogers   An Internet Watered Down / The Case Studies / Pag...
Michael loves going

to his local Starbucks.

Sometimes he hears music

he likes when he’s there.




Photo by Jason Roger...
Apple & Starbucks have

teamed up. The iPhone can now

show coffee drinkers the last

song played at the store.




Photo ...
And, conveniently, Apple has a

music store where you

can download the songs.




Photo by Pinot Dita   An Internet Water...
Starbucks is giving users timely

information, and tools

specific to their environment.



                              ...
They did this without NFC.

And without GPS.




Photo by Karl Baron   An Internet Watered Down / The Case Studies / Page ...
They did this without NFC.

And without GPS.



So no more excuses.




Photo by Karl Baron   An Internet Watered Down / T...
Shazam didn’t need any.




Shazam (iPhone App)   An Internet Watered Down / The Case Studies / Page 102
Neither did Amazon.




Amazon Mobile (iPhone App)   An Internet Watered Down / The Case Studies / Page 103
And certainly not Urbanspoon.




                                                             Do one thing
              ...
Any way you look at it,

the way mobiles fit into our

lives is changing.




Photo by Thomas Hawk   An Internet Watered D...
4 / The Wrap Up




                  An Internet Watered Down / The Wrap Up / Page 106
I’m not saying that

your mobile is

some kind of magic wand.




Photo by Amancay Maahs   An Internet Watered Down / The ...
I’m not saying that

your mobile is

some kind of magic wand.

But I kinda am.




                      An Internet Water...
If we’re hyperlinking

the world, then

a mobile will be our mouse.




Photo by Ross Franklin   An Internet Watered Down ...
It’s our tool and translator

for accessing a hidden world

of information,

which is lurking all around us.




Photo by ...
Retail brands

can offer powerful mobile

brand extensions.




Photo by Pinot Dita   An Internet Watered Down / The Wrap ...
Giving us a playful way

of discovering

and getting things done.




Photo by Pinot Dita   An Internet Watered Down / The...
Giving us a playful way

of discovering

and getting things done.

On our own terms.




Photo by Pinot Dita   An Internet...
Stand alone apps like

Wikitude prove that this

revolution may be served to us

bottom up.




Wikitude (Android App)   A...
Some things to remember:




Photo by George Morgan   An Internet Watered Down / The Wrap Up / Page 115
Don’t assume a 1:1
   relationship between
    a site and its mobile
             extension.




Photo by George Morgan   ...
Don’t assume a 1:1
   relationship between
    a site and its mobile
             extension.




          Users are in
  ...
Don’t assume a 1:1
   relationship between
    a site and its mobile
             extension.




          Users are in
  ...
Don’t assume a 1:1
   relationship between       Do one thing
    a site and its mobile    and do it well.
             ex...
Don’t assume a 1:1
   relationship between         Do one thing
    a site and its mobile      and do it well.
           ...
Don’t assume a 1:1
   relationship between          Do one thing
    a site and its mobile       and do it well.
         ...
Mobile extensions
     Don’t assume a 1:1
                                                                can have nothing...
Mobile extensions
     Don’t assume a 1:1
                                                                can have nothing...
We shouldn’t be giving users

watered down websites.




Photo by Pete Jordan   An Internet Watered Down / The Wrap Up / P...
We shouldn’t be giving users

watered down websites.

Stop trying to guess

what the user wants to do.




Photo by Pete J...
We shouldn’t be giving users

watered down websites.

Stop trying to guess

what the user wants to do.

Instead focus on

...
How will locationally aware

mobiles change:



                       gaming

                       social networks

   ...
Thank you.


An Internet Watered Down
or, how to save the mobile web

John Pettengill
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
An Internet Watered Down
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An Internet Watered Down

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Location provides context for what mobile users need.

The mobile web deserves unique functionality, but instead it's just a watered down version of the internet proper.

We live in a world of cords and keypads. Every experience, from getting lost to doing laundry, is benefiting from the gadgets that fill our lives. But while everything may be wired, none of it is wired together. The cracks in our daily experiences can be filled with the mobile web. Accessible through our phones, filling us in on the virtual world all around us.

I presented this deck at the IA Summit 2009, in Memphis, Tennessee.

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An Internet Watered Down

  1. 1. An Internet Watered Down or, how to save the mobile web John Pettengill
  2. 2. Hi, I’m John. Photo by red5standingby (flickr) An Internet Watered Down / Page 2
  3. 3. Hi, I’m John. I work at Razorfish in New York. Photo by red5standingby (flickr) An Internet Watered Down / Page 3
  4. 4. I used to be a graphic designer. Photo by Ross Franklin An Internet Watered Down / Page 4
  5. 5. I used to be a graphic designer. a math guy. Photo by Stuart Pilbrow An Internet Watered Down / Page 5
  6. 6. I used to be a graphic designer. a math guy. a big geek. Photo by spike55151 (flickr) An Internet Watered Down / Page 6
  7. 7. Now I’m mostly an Information Architect and sci-fi lover. Photo by Sharyn Morrow An Internet Watered Down / Page 7
  8. 8. I’m pretty disappointed with the mobile websites I’ve seen. Photo by Emran Kassim An Internet Watered Down / Page 8
  9. 9. They’re just like the “regular” website, but with less. Photo by sgrace (flickr) An Internet Watered Down / Page 9
  10. 10. They’re just like the regular website, “regular” website, but with less content. Photo by sgrace (flickr) An Internet Watered Down / Page 10
  11. 11. They’re just like the regular website, “regular” website, but with less ways to navigate the content. Photo by sgrace (flickr) An Internet Watered Down / Page 11
  12. 12. They’re just like the regular website, “regular” website, but with less functionality. Photo by sgrace (flickr) An Internet Watered Down / Page 12
  13. 13. You get the idea. Don’t assume a 1:1 relationship between a site and its mobile extension. Photo by Emran Kassim An Internet Watered Down / Page 13
  14. 14. But our users don’t deserve less on the mobile web. Photo by Thomas Hawk An Internet Watered Down / Page 14
  15. 15. But our users don’t deserve less on the mobile web. They deserve more. Photo by Thomas Hawk An Internet Watered Down / Page 15
  16. 16. But our users don’t deserve less on the mobile web. They deserve more. So let’s give it to them. Photo by Thomas Hawk An Internet Watered Down / Page 16
  17. 17. Let’s stop treating mobile site builds as an afterthought. Photo by Pete Jordan An Internet Watered Down / Page 17
  18. 18. Let’s stop treating mobile site builds as an afterthought. No more watered down internets. Photo by Pete Jordan An Internet Watered Down / Page 18
  19. 19. 1 / The Problem or, how our idea of “The Mobile Web” is flawed. 2 / The Solution or, we have opportunities outside of the web as we know it. 3 / The Case Studies or, what everyone else is doing. 4 / The Wrap Up or, what you should take away from all of this. An Internet Watered Down / Page 19
  20. 20. 1 / The Problem An Internet Watered Down / The Problem / Page 20
  21. 21. The World Wide Web is trying to become a local tool. Photo by Amy van der Hiel An Internet Watered Down / The Problem / Page 21
  22. 22. But it isn’t. http://eventful.com An Internet Watered Down / The Problem / Page 22
  23. 23. Never was. http://yelp.com/nyc An Internet Watered Down / The Problem / Page 23
  24. 24. Never will be. http://newyork.craigslist.org An Internet Watered Down / The Problem / Page 24
  25. 25. These sites are still great. And we do need them. An Internet Watered Down / The Problem / Page 25
  26. 26. These sites are still great. And we do need them. But these sites are not part of the mobile web. An Internet Watered Down / The Problem / Page 26
  27. 27. These sites are still great. And we do need them. But these sites are not part of the mobile web. Mobile optimized versions of these aren’t the mobile web. An Internet Watered Down / The Problem / Page 27
  28. 28. They’re just offering users the same old internet. Photos by Ian Muttoo An Internet Watered Down / The Problem / Page 28
  29. 29. Which features broad content and powerful (but general) functionality. Photos by Ian Muttoo An Internet Watered Down / The Problem / Page 29
  30. 30. Which just doesn’t work on a phone. Photos by Laura Thorne An Internet Watered Down / The Problem / Page 30
  31. 31. Which just doesn’t work on a phone. fit onto a phone. Photos by Laura Thorne An Internet Watered Down / The Problem / Page 31
  32. 32. Which just doesn’t work on a phone. fit onto a phone. make sense on a phone. Photos by Laura Thorne An Internet Watered Down / The Problem / Page 32
  33. 33. Your phone is not the same as your home computer. Photos by Aaron Landry and Joe Hatfield An Internet Watered Down / The Problem / Page 33
  34. 34. Home computers have large displays full-size keyboards fast connections users chillaxing in pjs Photo by Joe Hatfield An Internet Watered Down / The Problem / Page 34
  35. 35. And consequently, the internet can be sloppy. Photo by Joe Hatfield An Internet Watered Down / The Problem / Page 35
  36. 36. Phones have small displays tiny keyboards multitasking users Photo by Aaron Landry An Internet Watered Down / The Problem / Page 36
  37. 37. And as a result, the mobile internet cannot be sloppy. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 37
  38. 38. So if these two are so different, why are we giving our users the same thing? Users are in two completely different states at home vs being out and about. Photo by rmkoske (flickr) An Internet Watered Down / The Problem / Page 38
  39. 39. It’s no lie that content works on a cell phone. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 39
  40. 40. But that’s not really the point. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 40
  41. 41. We have a powerful, locationally aware, communication holy grail. Photo by Dushaun (flickr) An Internet Watered Down / The Problem / Page 41
  42. 42. And we’re using it to play sudoku and read the Times. Photo by Dushaun (flickr) An Internet Watered Down / The Problem / Page 42
  43. 43. It’s like asking Frank Gehry to build a birdhouse. Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 43
  44. 44. It’s like asking Frank Gehry to build a birdhouse. It’s a waste of time. Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 44
  45. 45. And honestly, that’s what mobiles do. Mobiles fill up our dead time. Find opportunities outside of the “dead time” in pain points a user faces everyday. Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 45
  46. 46. They’ve become our book. Photo by Reeding Lessons (flickr) An Internet Watered Down / The Problem / Page 46
  47. 47. They’ve become our book. Our TV. Photo by Alexandre Jorge An Internet Watered Down / The Problem / Page 47
  48. 48. They’ve become our book. Our TV. Our Nintendo. Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 48
  49. 49. But we’re repeating categories when we should be forging new ones. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 49
  50. 50. Especially when your phone has something your home computer does not. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 50
  51. 51. Context. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 51
  52. 52. We may have realized that the mobile space is changing. Photo by Scott Ableman An Internet Watered Down / The Problem / Page 52
  53. 53. We may have realized that the mobile space is changing our lives. Photo by Scott Ableman An Internet Watered Down / The Problem / Page 53
  54. 54. We may have realized that the mobile space is changing our lives. But most businesses don’t understand what that means yet. Photo by Scott Ableman An Internet Watered Down / The Problem / Page 54
  55. 55. Because they’re still asking us for this. An Internet Watered Down / The Problem / Page 55
  56. 56. Because they’re still asking us for this. Let’s do one better. An Internet Watered Down / The Problem / Page 56
  57. 57. Let’s give them this. Photo by Karl Tate An Internet Watered Down / The Problem / Page 57
  58. 58. We are going to hyperlink the world. http://flickr.com An Internet Watered Down / The Problem / Page 58
  59. 59. 2 / The Solution An Internet Watered Down / The Solution / Page 59
  60. 60. So you’re at the grocery store Photo by Jacob Patton An Internet Watered Down / The Solution / Page 60
  61. 61. ‘cause you got a killer case of the donut munchies, Photo by Belinda Hankins Miller An Internet Watered Down / The Solution / Page 61
  62. 62. but the line is super long, Photo by Sean Bonner An Internet Watered Down / The Solution / Page 62
  63. 63. but the line is super long (which sucks), Photo by Sean Bonner An Internet Watered Down / The Solution / Page 63
  64. 64. there’s a screaming kid, like, right in front of you, Photo by Ben McLeod An Internet Watered Down / The Solution / Page 64
  65. 65. and apparently Reese Witherspoon and Ryan Phillippe split up. Photo by Laura Mundee An Internet Watered Down / The Solution / Page 65
  66. 66. Now find your credit card. Photo by Mike v An Internet Watered Down / The Solution / Page 66
  67. 67. And next? You have to use this machine to pay. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 67
  68. 68. And next? You have to use this machine to pay. This credit card reader is no one’s preferred tool. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 68
  69. 69. And next? You have to use this machine to pay. This credit card reader is no one’s preferred tool. Most of us would prefer to use our own tool. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 69
  70. 70. A tool that probably looks something like this. Photo by Sébastien Barré An Internet Watered Down / The Solution / Page 70
  71. 71. And just like that, we killed Saturday morning budgeting. Combine tasks that are separate, but shouldn’t be. An Internet Watered Down / The Solution / Page 76
  72. 72. Not to mention digital coupon delivery, reward programs, and skipping the formal check-out process. Photo by Bruce Turner An Internet Watered Down / The Solution / Page 77
  73. 73. The needs of users change depending on whether or not they’re at home. Photo by Amy van der Hiel An Internet Watered Down / The Solution / Page 78
  74. 74. When you’re at home Barnes & Noble has a robust site where you can find a store or buy books. Photo by Nick Humphries An Internet Watered Down / The Solution / Page 79
  75. 75. And when you’re out, the site can still be a good resource. Photo by Mo Riza An Internet Watered Down / The Solution / Page 80
  76. 76. But what about when you’re at a Barnes & Noble? Photo by Michael Dunn An Internet Watered Down / The Solution / Page 81
  77. 77. Can you search for a book actually at that Barnes and Noble? Photo by Christian Guthier An Internet Watered Down / The Solution / Page 82
  78. 78. Can you search for a book actually at that Barnes and Noble? And get taken right to it? Photo by Christian Guthier An Internet Watered Down / The Solution / Page 83
  79. 79. Can you preview CDs using your mobile? Photo by Raymond Yee An Internet Watered Down / The Solution / Page 84
  80. 80. Can you order a latté refill without having to pack up all of your things? Photo by Jeff Kole An Internet Watered Down / The Solution / Page 85
  81. 81. 3 / The Case Studies An Internet Watered Down / The Case Studies / Page 94
  82. 82. Michael loves going to his local Starbucks. Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 95
  83. 83. Michael loves going to his local Starbucks. Sometimes he hears music he likes when he’s there. Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 96
  84. 84. Apple & Starbucks have teamed up. The iPhone can now show coffee drinkers the last song played at the store. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 97
  85. 85. And, conveniently, Apple has a music store where you can download the songs. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 98
  86. 86. Starbucks is giving users timely information, and tools specific to their environment. Mobile extensions can have nothing to do with your business yet still fit your brand. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 99
  87. 87. They did this without NFC. And without GPS. Photo by Karl Baron An Internet Watered Down / The Case Studies / Page 100
  88. 88. They did this without NFC. And without GPS. So no more excuses. Photo by Karl Baron An Internet Watered Down / The Case Studies / Page 101
  89. 89. Shazam didn’t need any. Shazam (iPhone App) An Internet Watered Down / The Case Studies / Page 102
  90. 90. Neither did Amazon. Amazon Mobile (iPhone App) An Internet Watered Down / The Case Studies / Page 103
  91. 91. And certainly not Urbanspoon. Do one thing and do it well. Chipotle Mobile Ordering (iPhone App) An Internet Watered Down / The Case Studies / Page 104
  92. 92. Any way you look at it, the way mobiles fit into our lives is changing. Photo by Thomas Hawk An Internet Watered Down / The Case Studies / Page 105
  93. 93. 4 / The Wrap Up An Internet Watered Down / The Wrap Up / Page 106
  94. 94. I’m not saying that your mobile is some kind of magic wand. Photo by Amancay Maahs An Internet Watered Down / The Wrap Up / Page 107
  95. 95. I’m not saying that your mobile is some kind of magic wand. But I kinda am. An Internet Watered Down / The Wrap Up / Page 108
  96. 96. If we’re hyperlinking the world, then a mobile will be our mouse. Photo by Ross Franklin An Internet Watered Down / The Wrap Up / Page 109
  97. 97. It’s our tool and translator for accessing a hidden world of information, which is lurking all around us. Photo by Carolyn Barnes An Internet Watered Down / The Wrap Up / Page 110
  98. 98. Retail brands can offer powerful mobile brand extensions. Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 111
  99. 99. Giving us a playful way of discovering and getting things done. Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 112
  100. 100. Giving us a playful way of discovering and getting things done. On our own terms. Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 113
  101. 101. Stand alone apps like Wikitude prove that this revolution may be served to us bottom up. Wikitude (Android App) An Internet Watered Down / The Wrap Up / Page 114
  102. 102. Some things to remember: Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 115
  103. 103. Don’t assume a 1:1 relationship between a site and its mobile extension. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 116
  104. 104. Don’t assume a 1:1 relationship between a site and its mobile extension. Users are in two completely different states at home vs being out and about. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 117
  105. 105. Don’t assume a 1:1 relationship between a site and its mobile extension. Users are in two completely different states at home vs being out and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 118
  106. 106. Don’t assume a 1:1 relationship between Do one thing a site and its mobile and do it well. extension. Users are in two completely different states at home vs being out and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 119
  107. 107. Don’t assume a 1:1 relationship between Do one thing a site and its mobile and do it well. extension. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 120
  108. 108. Don’t assume a 1:1 relationship between Do one thing a site and its mobile and do it well. extension. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 121
  109. 109. Mobile extensions Don’t assume a 1:1 can have nothing relationship between Do one thing to do with your a site and its mobile and do it well. business yet still fit extension. your brand. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 122
  110. 110. Mobile extensions Don’t assume a 1:1 can have nothing relationship between Do one thing to do with your a site and its mobile and do it well. business yet still fit extension. your brand. Users are in Brand extensions can two completely Combine tasks that add much needed different states at are separate, but serendipity to a home vs being out shouldn’t be. static world. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 123
  111. 111. We shouldn’t be giving users watered down websites. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 124
  112. 112. We shouldn’t be giving users watered down websites. Stop trying to guess what the user wants to do. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 125
  113. 113. We shouldn’t be giving users watered down websites. Stop trying to guess what the user wants to do. Instead focus on where the user is doing it. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 126
  114. 114. How will locationally aware mobiles change: gaming social networks everything else Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 127
  115. 115. Thank you. An Internet Watered Down or, how to save the mobile web John Pettengill
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