An architects guide to thinking about mobilisation of your content and services.

1. An
architect’s guide
Decided to
to thinking about MIPS Mobilise?
(2.0)
How to
Engage with
the Mobile
Internet User
Paul Golding
@pgolding
(C) Copyright Paul Golding, 2008

2. First mobile internet portal was Zingo
(1998) [Lucent, Netscape, Spyglass...]
Mobilist since 1990 (many GSM patents)
- set up the mobilists groups on LinkedIn and Facebook
Courtesy GoFigure Mobile
1996-date: Worked in mobile apps on
every continent (operators, vendors,
start-ups, VCs...)
@pgolding
Most recently Motorola’s Chief
Applications Architect for mobile
applications and Mobile TV/IPTV
applications. Set up ‘Mashing Room.’
Author...
2
(C) Copyright Paul Golding, 2008

3. Chapter 15
“Mobilising
the Media
Experience”
3
(C) Copyright Paul Golding, 2008

4. !
Lots of devices
Lots of
technologies
Lots of tools
Lots of ideas
Lots of confusion
Mobilising can be messy
You will need a strategy
(C) Copyright Paul Golding, 2008

5. I will address:
Mindset - ways to think about MIPS
User experience
Resultant platform/technology
architecture
Mobilisation methods
5
(C) Copyright Paul Golding, 2008

6. Ideation +!
Developers Programming
Tools &!
Open source
Software
Web 2.0! Internet! (e.g. Flickr,
Platform Services/! Google,!
Content Yahoo,!
Facebook,!
Operator! Blogs,!
Platform Etc.)
•Texting quot;Mash-Upquot;!
•Billing Services
•MMS Internal!
Partners (e.g. geo-blogging!
Services
•Video = Location + blog + photos/videos)
•Voice Producers!
•Location Operator Ecosystem Advertisers
Message = Web 2.0 is the mobile platform
Is there a mobile Internet?
(C) Copyright Paul Golding, 2008

7. ! Native or
Browser ?
Message = don’t put the cart before the horse
Design, not dogma
(C) Copyright Paul Golding, 2008

8. Experiences
quot;Servicesquot;
Service Enablers
(e.g. Presence, IM, VoIP, Media Store)
Platforms and Networks
(e.g. SDP, IMS, Billing) (e.g. 3G, WiMAX, DVB-H)
Message = try to think about UX
Designate a UXA, cultivate the UX mindset
Think User Experience
(C) Copyright Paul Golding, 2008

9. Message = Try to map function to UX
Think about who is “i” and “we”
Mapping the experience
(C) Copyright Paul Golding, 2008

10. UX as Narrative
Unboxing Surprise Me
UX
Catch-up Share
Message = be creative
10
(C) Copyright Paul Golding, 2008

11. Beginning, middle & end
You should at least
Discovery try this because...
Conversation Unboxing
You will use this with You will like finding
others because... out about this because...
Anticipation UX Investment
You will keep coming You should continue
back for more because... to use this because...
Evangelism Passion
You will want to “sell” this to Loyalty You will love using this
others because... because...
You will want to continue using
this because...
Message = Use these to build the narrative (C) Copyright Paul Golding, 2008

12. Seamless Unified CMS
Experience Cross-
personalization
Producers
Ideas Events News Opinions
Socially-enable
Media
everything
Content Management Platform Seamless for users
(also developers,
partners and
Mobile Channel Broadcast Channel Web Channel
advertisers)
Message = Converged architecture
(C) Copyright Paul Golding, 2008

13. Semantic “Content”
Management
Advert Video News Story
Content Management Platform
Personalisation Packaging Retailing Recommendation
Connector Connector Connector
Mobile Channel Broadcast Channel Web Channel
Message = Think meta-data!
(C) Copyright Paul Golding, 2008

14. 2.0 cliche - it’s a conversation
UX is conversation
Conversation pulls
Facilitate, don’t suggest/own
Follow
Message = Let the conversation flow!
14 (C) Copyright Paul Golding, 2008

15. Alerts
UserDistributed CMS
profiling
Clientless Client
Ultra-
Use-case profiling
personalization
WAP!
Browser
ODP
Service profiling
Socially-enable
Geographical profiling
everything
Video! Video!
Video! Video!
Centric Centric
Enhanced Enhanced
Device/technology/
Video downloads!
Mobile TV
Video downloads!
network profiling
Video streaming Video streaming
Circuit
Business modeling
Circuit Packet Packet
Unicast Broadcast
Decision tree, map or
matrix
Circuit Packet Passive Interactive
Message = Be methodical, not dogmatic
Mobilising Pathways (C) Copyright Paul Golding, 2008

16. New Media
Platform
<Information>
Unified workflow
Middle
Browser
ware Conversation
<meta-data>
Middle
ODP
ware
Workflow
Middle CMS
Web
Rich Media
ware Conversation 2.0
Engine
DVB-H Middle
ware
APIs Mashable/open API
Middle
Others
ware Agile design
Message = Design where it counts
(C) Copyright Paul Golding, 2008

17. Strongest?
Whose metaphor? Must work!
Form v function?
thumbjot.com
On mobiles -
favour function!
Message = meet user expectations
(C) Copyright Paul Golding, 2008

18. Parting advice
UX task profiling
Which tasks are key (rank them) and
define measurement(s) for success
Eventually, let the user’s decide
Usability testing (still overlooked)
Become a mobilist (get help)
Join mobilists group on LinkedIn and
Facebook
18
(C) Copyright Paul Golding, 2008

19. Thank you
Paul Golding
paul@paulgolding.com
blog.wirelesswanders.com
Follow @pgolding
(C) Copyright Paul Golding, 2008