Ibrussels For Wireless And Digital Cities

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presented on November 13th 2008 in Barcelona on the wireless and digital cities conference from Imago Group

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Ibrussels For Wireless And Digital Cities

  1. 1. Case Study: iBrussels, Organizing the community around mobile services
  2. 2. www.citylive.be
  3. 3. What is iBrussels ? www.citylive.be
  4. 4. www.citylive.be
  5. 5. Goals <ul><li>Stimulate economy </li></ul><ul><li>Community interaction </li></ul>www.citylive.be
  6. 6. Stimulate economy www.citylive.be Mobile promotions Bring people together Sell online
  7. 7. Mobile promotions <ul><li>Location based coupon </li></ul><ul><li>Depends on profile </li></ul><ul><li>Opt-in push model </li></ul><ul><li>Low cost: DIY website </li></ul><ul><li>Option: loyalty card </li></ul><ul><li>Option: instant auction (reverse auction) </li></ul>www.citylive.be
  8. 8. Bring people together <ul><li>Friends are defined in your social network </li></ul><ul><li>“ Lifestream” of users is on mobile phone </li></ul><ul><li>Platform adds: </li></ul><ul><ul><li>Where are my friends? (shown on a map) </li></ul></ul><ul><ul><li>What is around me? (resto, tourist, ATM) </li></ul></ul><ul><ul><li>What is happening? (events, shows, meeting) </li></ul></ul>www.citylive.be
  9. 9. Sell online <ul><li>Merchant can create virtual shop </li></ul><ul><li>Users can add items to whishlist, give presents </li></ul><ul><li>Transaction is always cleared in the real world (collect & pay in store) </li></ul><ul><li>Combines benefits of: online shop with retail </li></ul>www.citylive.be
  10. 10. Community interaction: the old way <ul><li>Social organisations like churches group people together </li></ul><ul><li>Community leaders like priests ensure involvement </li></ul>www.citylive.be
  11. 11. Community interaction: the new way <ul><li>People gather in online communities </li></ul><ul><li>Brands are the new priests </li></ul>www.citylive.be Local community ?
  12. 12. The local community www.citylive.be Local businesses, organisations, governements and people need to interact through community sites Real world Virtual world
  13. 13. Economy & local community www.citylive.be <ul><li>Multinationals: can create their own communities </li></ul><ul><li>Local merchants: need tools to interact with existing communities </li></ul>
  14. 14. www.citylive.be
  15. 15. iBrussels community website & mobile <ul><li>Requirements: </li></ul><ul><ul><li>Works offline: permanent presence on the user’s phone </li></ul></ul><ul><ul><li>Automatic update of content through web services, both secured and open </li></ul></ul><ul><ul><li>Easy distribution (SMS “ibrussel” to 3236) </li></ul></ul><ul><ul><li>Community site integration (Facebook) </li></ul></ul><ul><ul><li>Works on 80% of mobile phones </li></ul></ul>www.citylive.be
  16. 27. Content <ul><li>User creates content </li></ul><ul><li>Moderation only to settle disputes, no censor </li></ul><ul><li>No content is paid for </li></ul><ul><li>Local blogs are automatically syndicated </li></ul>www.citylive.be
  17. 28. What is GLOWE ? www.citylive.be Define in XML description, run on multiple platforms
  18. 29. Solution software: Glowe explained www.citylive.be http://www.youtube.com/watch?v=_XlHH0SJjv8
  19. 30. www.citylive.be
  20. 31. Evolution of the internet web portal mashup One way Two Ways Limited Contents Unlimited ContentS Centralized Distributed Closed Open Provider Centric User Centric
  21. 32. 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
  22. 33. Mobile makes the long tail longer www.citylive.be
  23. 34. Future: mobile centric internet
  24. 35. www.citylive.be
  25. 36. Where is the money ? <ul><li>The user pays </li></ul>www.citylive.be ATTENTION
  26. 37. Attention brokering www.citylive.be broker “ Testdrive the new Dodge Viper” my preferences
  27. 38. What is attention management ? www.citylive.be <ul><li>Lots of parties want our attention (classical = advertsing) </li></ul><ul><li>What do we “pay” when we pay attention ? </li></ul><ul><li>Attention management is about </li></ul><ul><ul><li>tracking the things you pay attention to (or ignore) </li></ul></ul><ul><ul><li>mining and storing that data </li></ul></ul><ul><ul><li>putting it to good use (optimize service) </li></ul></ul>
  28. 39. Mobile context adds value for advertisers www.citylive.be pay for the result pay for being found pay for being seen pay for space
  29. 40. Mobile advertising www.citylive.be 1 to 50 € per filled in form
  30. 41. Mash-up business model www.citylive.be
  31. 42. www.citylive.be Lessons learned
  32. 43. The mobile web will be <ul><li>not about the web </li></ul><ul><li>not about the device </li></ul><ul><li>It’s about services </li></ul><ul><ul><li>That live in the net </li></ul></ul><ul><ul><li>Are available on multiple devices </li></ul></ul><ul><ul><li>Can interact to become better </li></ul></ul>www.citylive.be
  33. 46. Challenges / lessons learned <ul><li>Things to do </li></ul><ul><li>Make mock-ups FIRST </li></ul><ul><ul><li>Mobile apps have no set expectation </li></ul></ul><ul><ul><li>You can’t predict what will work </li></ul></ul><ul><ul><li>Do extensive user testing </li></ul></ul><ul><ul><li>Be prepared to change your concept </li></ul></ul><ul><ul><li>Technical POC alone is not enough </li></ul></ul><ul><li>Use the internet & its protocols </li></ul><ul><ul><li>A mobile does not live in your network </li></ul></ul><ul><ul><li>VPN’s are a thing of the past </li></ul></ul><ul><ul><li>SOAP is nice when critical, XML is easier </li></ul></ul><ul><ul><li>Use the universal firewall bypass port (80) </li></ul></ul><ul><li>Think Multi-platform </li></ul><ul><ul><li>1 platform only is not realistic </li></ul></ul><ul><ul><li>When you can: move up an abstraction layer or two (but web browser might be too thin) </li></ul></ul><ul><li>Things to avoid </li></ul><ul><li>Stay out-of-control </li></ul><ul><ul><li>With mobile, the user is in control </li></ul></ul><ul><ul><li>You can’t manage his device. Forget it. </li></ul></ul><ul><ul><li>Give users tools so they can DIY. </li></ul></ul><ul><li>Avoid the bigger picture </li></ul><ul><ul><li>Focus on a concrete function with an immediate value add for the user </li></ul></ul><ul><ul><li>Trying to change work processes, integrate with business intelligence, cover a larger scope: it will all fail </li></ul></ul><ul><ul><li>Mobile is new: create demand first </li></ul></ul><ul><ul><li>When it’s time for the bigger picture, current technology will be obsolete </li></ul></ul><ul><li>Translate the web to mobile </li></ul><ul><ul><li>In some cases, mobile websites are OK </li></ul></ul><ul><ul><li>But: don’t just convert existing web tools </li></ul></ul><ul><ul><li>Mobile has a different usage model then fixed (“browsing” is done on a desk) </li></ul></ul>www.citylive.be ? ? ? ? ? ?

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