Mobile interaction models, beyond the app

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This presentation given on the Mobilecamp Brussels event on 08/05/2010 makes the point that not everyone needs to develop a mobile app. There are plenty of other interaction possibilities with mobile …

This presentation given on the Mobilecamp Brussels event on 08/05/2010 makes the point that not everyone needs to develop a mobile app. There are plenty of other interaction possibilities with mobile users.

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  • Full Name Full Name Comment goes here.
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  • Mooi werk Koen
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  • It is just a hobby project to learn Google App Engine and the Layar API.

    FYI: The layer uses the database provided by which is another (non-mobile) example of users building something without full support of the owner of the original data (in this case multiple touristic offices across Flanders).
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  • I didn't know if you made it on assignment for them or as 'free' project. But it's definitely a good example!
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  • Mentions my 'fietsknooppunten' layer for Layar. Cool.
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  • 1. Mobile Interaction models, beyond the app
    Koen Delvaux
    Mobile Vikings
  • 2. This presentation is only aimed at the lesser gods
    If you’re one of the big STARS, walk away now. We need you to conquer the world for us.
    For the rest of us: let’s see how we can realistically tackle mobile apps
  • 3. Mobile Interaction models
  • 4. Mobile Applications
    Think “cupcake”
    not “wedding cake”
    (cc Adaptive Path)
    “Less is more”
    “Less is more”
  • 5. Mobile usage models
    Limited interaction time(30 seconds)
    Fun factor is more important than productivity
    Staying in touch
    No rational value perception
    Personalization is important
    More lean-back than forward (constant change of context)
  • 6. Mobile internet is:
    notabout the web
    notabout the device
    It’s about services
    Thatlive in the net
    Are availableonmultiple devices
    Caninteract to becomebetter
    It’s about services
  • 7. LTAP = Location
    Interact in a given context
  • 8.
  • 9.
  • 10. Example:
    (invoicing SaaS website)
    Application only does 1 thing:
    Very simple, start/stop buttons
    I don’t need more on my mobileI don’t want more complexity
  • 11. What will you (not) make?
  • 12. So, you have a great idea for an app
    Nobody cares
  • 13. Are we supposed to install anapp foreach FMCG company?
    (the internet doesn’t work this way)
  • 14. Obviously not whatusers want
  • 15. Follow your target audience
    What do they want to do?
    How can you help them?
    What is their idea of a nice mobile app?
    “ I don’t want the Pizza Hut finder app. Just show it to me in Google Maps”
  • 16. Technology choice
  • 17. App or web?
    It depends
  • 18. Richness
    HTML 5
    Windows Mobile
  • 19. Yes, ride the app train (for now)
    Be smart
    Make the right platform choice (choose appstore)
    NOT technology based: look at your users
    Make sure you’re in it for the long run (updates)
    Cross platform environments are emerging(e.g. Titanium Mobile)
    At least have a decent mobile website
  • 20. Alternative for platform choice
    Write once,
    compile many times,
    (test many times)
    run on several platforms
    (with native UI elements)
  • 21. Don’t write offwidget platforms
  • 22. Although the promise is overdue…
  • 23. … the model still remains valid by Citylive, 2007-2008 (now: used in South-Africa)
  • 24. Development Approach
  • 25. WRONG
  • 26. Alternative process, step 1
    Start with paper
    “Draw” your application (on a pic of a mobile)
    Show it to potential users
    User talks whilst he is looking,
    says what he is trying to do
    You flip to the next page when the user “clicks”
  • 27. Alternative process, step 2
    Walk out in the street
    Ask people to take a look
    Don’t show them, but give them the device
    Create a mockup on a device
  • 28. Alternative process, step 3
    Give it to users
    Let them guess what it does
    Let them suggest what they want it to do
    Take notes, this will beyour requirement spec
    Create a working prototype
  • 29. Good example: Transistor
    iPhone radio app byThomas Byttebier
    (read his story on his blog)
  • 30. Content
  • 31. Content is king
    User generated
    Content is king
    Create a viral video
    Maybe we can make a ringtone or logo of our company and give that to users
    Or wait, let’s put the history of our company in our app(yes, with pics!)
    On mobile, only 2things really count:
  • Money
  • 33. What will users pay for?
    Don’t expect people to keep paying €3 per app
    Saturation = price erosion
    Remember shareware?
    Dominant model will be in-app payment
    Allows for continuous up-selling
    Customer lifecycle value instead of a quick sale
    Virtual currencies will also be strong
    Try to play in someone’s virtual currency world
  • 34. Paypal leads the way
    (now also available in Belgium)
  • 35. Beyond the app
  • 36. Are you sure you’re an app?
    Better be the necklace on the star
    Than a bad copy that nobody cares about
    this one is
  • 37. How to be a necklace on a star?
    Integrate content
    Create an API
    The good old “mashup”
    Alternative interface on a service
    Flip page to see some examples
  • 38. No app.
    They just made their bicycle tracks availablein Layar (=AR platform)
  • 39. OK, this is an app
    (public transport in Brussels)
    Started by @emich without consent of the transportation company by screenscraping data.
    When they saw what was possible, an agreement was made and they opened up their database.
    Good move from MIVB!
  • 40. It’s an app.
    But you can’t start itIt doesn’t have it’s own menu items or UI.
    It’s a plug-in for the camera application
  • 41. BTW, this same app also does a nice“mashup” by directly publishingthe uploaded photo url to Twitter.
  • 42. Even smarter.
    Nike didn’t do anything.
    Since their data is availablethrough a REST API,
    other users can make appsfor Nike+
    The more apps, the more exposure for Nike.
  • 43. With Mobile Vikings, we did the same thing.
    All user data is available through a (secured) APIHere is a home screen widget displaying credit
  • 44. Call history is available. We did none of this, it’s all made by our users
    (they’re great!)
  • 45. Voice call details. Learned us the importance of API throttling and controlled caching. We’re considering moving authentication to OAuth
  • 46. Users already created apps for iPhone, Android, Samsung Widgets, Windows Mobile, Vista Sidebar gadgets and alternative web interfaces.
    BTW, this logo is also available on our website as an EPS file, so everyone has good quality artwork.
  • 47. Summary
    Think of the context users will interact in
    Make sure what you do matters for your users
    Apps are not always needed. Other models can be more successful (unless you’re a star)
    Keep an eye on multi-platform possibilities
    Never start with a spec, always start with paper
    Sharing and creating need to be at center stage
    Go for in-app money (virtual or real)
    matters for your users
    (unless you’re a star)
    start with paper
    in-app money