The magic of mobile

1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money

European figures
Some European facts (via Eurostat, figures 2006)
– 95 mobile phones for every 100 Europeans
– Top three countries mobile subscriptions per 100 persons
1. Luxemburg (155)
2. Lithuania (139)
3. Italy (134)
...
Netherlands (113)
Belgium (89)

Global figures
Some global facts
• India is the largest growth market, adding about 6 million
mobile phones every month (via wikipedia)
• The number of mobile phone subscriptions in the world will
reach 4 bln by the end of 2008 driven by growth in developing
economies (via itfacts.biz)
• In Japan half the top selling books are written on mobile
phones (via Techcrunch)
• The majority of marketing directors (60%) favour mobile
marketing over online marketing (via cellular-news.com)

What do people do on their mobile phone?
Text
Call
Calendar/ alarm clock/ games/ringtones/...
Surf?

Mobile search
Amount of people that accesses a mobile site for
mobile search at least once a week

What do people surf to?

Situation in Belgium
60%
Internet
enabled
2%
phones
Mobile
internet
users
www.citylive.be 9

De Standaard (Belgian newspaper)
Mobile website made attractive Mobile relevant content Dynamic links for stickiness
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VT4 (Belgain TV channel)
Create brand identity Install on phone Mix content with adds Focus on premium content
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Mobile right now
• Not very innovating
Sms, ringtones, wallpaper
Mobile content and services are copies of online
counterparts
• Closed
Handset manufacturers, operators, content and
service providers

1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money

About you and me

Open environment

You take your phone
everywhere
Context adds value
LTAP = Location
Time
Activity
Profile

A glimpse of the future
Google Android apps

“Location-based Mobile Social Networking Will Generate Global
Revenues of $3.3 Billion by 2013”
“The recent emergence of location-based mobile social networking services offered by
providers such as GyPSii, Pelago and Loopt is revolutionizing social networking by
allowing users to share real-life experiences via geo-tagged user-generated
multimedia content, exchange recommendations about places, identify nearby
friends and set up ad hoc face to face meetings.”
Via ABIresearch.com, August 2008

Article by Unizo shows relevance
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1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money
www.citylive.be 21

Mobile internet: what do we miss ?
content
marketing
design
...
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Nice design ?
Design is wrong.
But: Interaction model is right!
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About broken interaction models
Mobile internet = new usage model
(the web is not the net)
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Mobile interaction models
• Limited interaction time
(30 seconds)
• Fun factor is more important
then productivity
• Staying in touch
• No rational value perception
• Personalisation is important
• More lean-back than forward
(constant change of context)

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
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The widget model is fit for...
API
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Orb

Nabaztag

City Live technological model
Customer project
CMF Custom
Customer
website GLOWE
Widgets
integration clients
CSP platform
Supported by: GLOWE CMF Supported by:
Community
GLOWE.ORG Mobile Widget
Management GLOWEME.COM
Platform
Framework
HYDRA
Transactional Managed Services Framework
Supported by:
GLOWEBACK.COM
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What is GLOWE ?
Define in XML description, run on multiple platforms
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Situation: Mobile runtime environments
Application
Framework
Runtime
Mobile OS
Hardware

Situation: Widget environments
Widget Widget
Widget
Syndication Publication
Creation
Mobile B2C
Widget sites

Web runtime of tomorrow
Webbrowser architecture
UI (chrome) Flash
Silverlight AJAX
HTML Javascript Java
renderer engine
Plugin architecture
Device API Google Gears Future:
Webkit extensions Open
location UID camera API
Opera widgets
(Android ?)
local
proxy
DB

1. Mobile phone love
2. The new mobile internet
3. Widgets to the rescue
4. Where is the money
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Where is the money ?
The user pays
ATTENTION
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Attention brokering
broker
my preferences “Testdrive the new Dodge Viper”
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What is attention management ?
• 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)
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Mobile context adds value for advertisers
pay for the result
pay for being found
$/sale
pay for being seen CPC
CPM
pay for space
$/month
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Mobile advertising
1 to 50 € per filled in form
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Mash-up business model
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Stay in touch
blog.citylive.be www.citylive.be
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