Case Study: iBrussels, Organizing the community around mobile services

www.citylive.be

What is iBrussels ? www.citylive.be

www.citylive.be

Goals Stimulate economy Community interaction www.citylive.be

Stimulate economy

Community interaction

Stimulate economy www.citylive.be Mobile promotions Bring people together Sell online

Mobile promotions Location based coupon Depends on profile Opt-in push model Low cost: DIY website Option: loyalty card Option: instant auction (reverse auction) www.citylive.be

Location based coupon

Depends on profile

Opt-in push model

Low cost: DIY website

Option: loyalty card

Option: instant auction (reverse auction)

Bring people together Friends are defined in your social network “ Lifestream” of users is on mobile phone Platform adds: Where are my friends? (shown on a map) What is around me? (resto, tourist, ATM) What is happening? (events, shows, meeting) www.citylive.be

Friends are defined in your social network

“ Lifestream” of users is on mobile phone

Platform adds:

Where are my friends? (shown on a map)

What is around me? (resto, tourist, ATM)

What is happening? (events, shows, meeting)

Sell online Merchant can create virtual shop Users can add items to whishlist, give presents Transaction is always cleared in the real world (collect & pay in store) Combines benefits of: online shop with retail www.citylive.be

Merchant can create virtual shop

Users can add items to whishlist, give presents

Transaction is always cleared in the real world (collect & pay in store)

Combines benefits of: online shop with retail

Community interaction: the old way Social organisations like churches group people together Community leaders like priests ensure involvement www.citylive.be

Social organisations like churches group people together

Community leaders like priests ensure involvement

Community interaction: the new way People gather in online communities Brands are the new priests www.citylive.be Local community ?

People gather in online communities

Brands are the new priests

The local community www.citylive.be Local businesses, organisations, governements and people need to interact through community sites Real world Virtual world

Economy & local community www.citylive.be Multinationals: can create their own communities Local merchants: need tools to interact with existing communities

Multinationals: can create their own communities

Local merchants: need tools to interact with existing communities

www.citylive.be

iBrussels community website & mobile Requirements: Works offline: permanent presence on the user’s phone Automatic update of content through web services, both secured and open Easy distribution (SMS “ibrussel” to 3236) Community site integration (Facebook) Works on 80% of mobile phones www.citylive.be

Requirements:

Works offline: permanent presence on the user’s phone

Automatic update of content through web services, both secured and open

Easy distribution (SMS “ibrussel” to 3236)

Community site integration (Facebook)

Works on 80% of mobile phones

Content User creates content Moderation only to settle disputes, no censor No content is paid for Local blogs are automatically syndicated www.citylive.be

User creates content

Moderation only to settle disputes, no censor

No content is paid for

Local blogs are automatically syndicated

What is GLOWE ? www.citylive.be Define in XML description, run on multiple platforms

Solution software: Glowe explained www.citylive.be http://www.youtube.com/watch?v=_XlHH0SJjv8

www.citylive.be

Evolution of the internet web portal mashup One way Two Ways Limited Contents Unlimited ContentS Centralized Distributed Closed Open Provider Centric User Centric

fixed internet mobile internet search is key context is key finding being found email VoIP & IM the world is outside the world is around me web surfing web services PC & laptop many devices

Mobile makes the long tail longer www.citylive.be

Future: mobile centric internet

www.citylive.be

Where is the money ? The user pays www.citylive.be ATTENTION

The user pays

Attention brokering www.citylive.be broker “ Testdrive the new Dodge Viper” my preferences

What is attention management ? www.citylive.be Lots of parties want our attention (classical = advertsing) What do we “pay” when we pay attention ? Attention management is about tracking the things you pay attention to (or ignore) mining and storing that data putting it to good use (optimize service)

Lots of parties want our attention (classical = advertsing)

What do we “pay” when we pay attention ?

Attention management is about

tracking the things you pay attention to (or ignore)

mining and storing that data

putting it to good use (optimize service)

Mobile context adds value for advertisers www.citylive.be pay for the result pay for being found pay for being seen pay for space

Mobile advertising www.citylive.be 1 to 50 € per filled in form

Mash-up business model www.citylive.be

www.citylive.be Lessons learned

The mobile web will be not about the web not about the device It’s about services That live in the net Are available on multiple devices Can interact to become better www.citylive.be

not about the web

not about the device

It’s about services

That live in the net

Are available on multiple devices

Can interact to become better

Challenges / lessons learned Things to do Make mock-ups FIRST Mobile apps have no set expectation You can’t predict what will work Do extensive user testing Be prepared to change your concept Technical POC alone is not enough Use the internet & its protocols A mobile does not live in your network VPN’s are a thing of the past SOAP is nice when critical, XML is easier Use the universal firewall bypass port (80) Think Multi-platform 1 platform only is not realistic When you can: move up an abstraction layer or two (but web browser might be too thin) Things to avoid Stay out-of-control With mobile, the user is in control You can’t manage his device. Forget it. Give users tools so they can DIY. Avoid the bigger picture Focus on a concrete function with an immediate value add for the user Trying to change work processes, integrate with business intelligence, cover a larger scope: it will all fail Mobile is new: create demand first When it’s time for the bigger picture, current technology will be obsolete Translate the web to mobile In some cases, mobile websites are OK But: don’t just convert existing web tools Mobile has a different usage model then fixed (“browsing” is done on a desk) www.citylive.be ? ? ? ? ? ?

Things to do

Make mock-ups FIRST

Mobile apps have no set expectation

You can’t predict what will work

Do extensive user testing

Be prepared to change your concept

Technical POC alone is not enough

Use the internet & its protocols

A mobile does not live in your network

VPN’s are a thing of the past

SOAP is nice when critical, XML is easier

Use the universal firewall bypass port (80)

Think Multi-platform

1 platform only is not realistic

When you can: move up an abstraction layer or two (but web browser might be too thin)

Things to avoid

Stay out-of-control

With mobile, the user is in control

You can’t manage his device. Forget it.

Give users tools so they can DIY.

Avoid the bigger picture

Focus on a concrete function with an immediate value add for the user

Trying to change work processes, integrate with business intelligence, cover a larger scope: it will all fail

Mobile is new: create demand first

When it’s time for the bigger picture, current technology will be obsolete

Translate the web to mobile

In some cases, mobile websites are OK

But: don’t just convert existing web tools

Mobile has a different usage model then fixed (“browsing” is done on a desk)