1. Mobile Monday Amsterdam
Fabio Sergio
January 2010

2. We are a global innovation firm.
We help the world’s leading companies create and bring to market
meaningful products, services, and experiences.
Our multidisciplinary process reveals valuable consumer and market insights and
delivers lasting, humanizing solutions across technologies, platforms, and media.
Insight Technology Inspiration Impact
We discover market We leverage emerging We express opportunities We create lasting brand equity
opportunities through deep technologies to define in rich visual form and business impact across
insight and intuition. new product concepts to inspire and motivate multiple organizations,
and experiences. organizations. systems and technologies.

5. medical
protocol
well-being
e-health
narratives
trust
identity
aging
personal
ownership
timescales
policy
business models
m-health
connectivity
miniaturization

6. apples
doctors

7. medicure
to
medicare

8. decisions
actions
habits

9. awareness

10. beep

11. data streams
sensors
info-visualization
social networks

12. Iron Man, 1963

13. Iron Man, 2008

15. access
to our accumulated
bitcrumbs

16. Toyota Prius

17. MIT SENSEable City Lab

18. Stamen Design, Cabspotting

19. Cuban Council, Moodstats

20. Nike+ Running

21. tools
of self-reflection

22. Nintendo Wii Vitality

23. Yamaha Bodibeat

24. Fitbit

25. Philips DirectLife

26. Dexcom Seven

27. Proteus Biomedical

28. frog design, e-monitors

29. frog design, e-monitors

30. an emerging
product-service
architecture

31. Lee Maguire, 2009
“So what happens when
the device that records
your medical status
is also the device
you use to update
your social connections?”

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--- -.your heartbeat.- - .. ...- .. -
.- -. -.. -.-. .-. .
-.-- - --- ..-. .- -.-. . .... ..
--. .... . .-. -.-. .... .- .-.. .-.. . -.
becomes -. -.. -.. . ...- . .-..
--. . ... --..-- .-
--- .--. conversation--- ..-. --- ..-
. -.. .- .--. .-.
a ..- -. -.. . .-. ... - .- -. -.. .. -.
-. -..
--. --- ..-. .--. . --- .--. .-.. . ...
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-.. . ... .. .-. . ... .- -. -.. -.. .-. . .-
-- ... --..-- .. -. .- -.. -.. .. - .. ---

33. but what is
the nature
of that conversation?

34. Vitality GlowCap

35. Bayer Didget

36. frog design Temptd

37. virtuous behavior
as social currency

39. fabio.sergio@frogdesign.com

40. bonus track
overview and themes

41. healthcare
e-health
m-health

42. government traditional
medical service
providers
medical institutions
(hospitals) upcoming
healthcare service
providers
communities
medical general
specialists practitioners
family
me
insurances 25%
friends microsoft
25%
a interest groups go
m
ar o personal
ph gl
e
big
int
j
j&
el
e
nike
roch
professional
traditional
healthcare service
providers
policy

43. well-being
feeling healthy is not the same as being in good health

44. identity
people want to be recognized across service touch-points in all their healthcare interactions

45. timescales
healthcare interactions appear to be short, but are actually phrases of a long staccato conversation

46. stories
convincing narratives drive healthcare and healthcare delivery

47. behaviors (are contagious)
social networks and contextual factors are proving to be crucial factors
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

48. protocol
healthcare is guided by what was done before, there’s high resistance to change

49. certainties
enormous ambiguities about “what is known” in medicine: patients assume science, pros know it’s trial and error

50. trust
the doctor-patient relationship is under severe info-stress

51. ownership
who is in control of your own health?

52. who are the pros?
the market is quickly changing as new players enter the scene
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

53. risk-taking
medicine is naturally risk-averse, partners are needed for short-term prototyping

54. business models
money is almost never mentioned when it comes to healthcare

55. moore’s law
technological breakthroughs enable new service paradigms

56. sensors, ubiquitous processing power
everything that can be digital will be... and connected
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 56

57. interoperability
standards for seamless cross-device communication are starting to emerge
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 57

58. thingfrastructure
mash-ups and parasitic service models create new and innovative opportunity areas
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.