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Going Mobile in a Mobile 2.0 World
Paul Golding (04-Dec-2008) v0.2
Web Goes Mobile #3, Brussels, Belgium.
Copyright Paul Golding, 2008

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Paul G - Book and blog...
wirelesswanders.com
Copyright Paul Golding, 2008

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Paul G - Credentials...
Mobilist since 1990, last 12 in applications
Worked in all parts of the mobile ecosystem
Wireless Wanders consulting (UK), ThumbJot (UK)
Advisory board mConnected (Singapore)
Recently Chief Applications Architect, Motorola
Architect/designer of numerous mobile/Internet solutions
Holder of 14 patents in mobile technology
Workshops, consulting,training: O2, Vodafone, 3 UK, 3 Italia, Virgin Mobile, Etisalat, Du,
BSkyB, OMTP, BT, GSMA, Netscape, Morroc Telecom, Orascom, CSL, Al Jazeera, Lucent,
NTT DoCoMo, MTC, Extreme, Metrowalker, B&Q...
Copyright Paul Golding, 2008

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What is Mobile 2.0?
Is it significant?
Is it useful?
How do we use it?

Starts with the device 5
Mobile 1.0 Mobile 2.0
First internet-capable mobile First internet-centric mobile
Poor user experience Usable!

Mobile 2.0 - from talking to doing 6
Organise lunch with friends
Feel notifications via watch “sleek device”
Find a popular meeting place
Share video clips
Locate the meeting place
Hail a taxi
Sense “friend of a friend” in the area
Talking Compare shopping prices (via barcodes)
Find somewhere to eat
Scan & Share the bill
Pin feedback about the eatery in mid-air
Find CRM data for making a deal
Network with friends, contacts, associates
etc.....
More of our digital living can be
managed via the mobile. This
presents many opportunities.
Copyright Paul Golding, 2008

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How much do people
really use their
mobiles?

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First laptop 1985 (Toshiba) 400 million laptops today
First iPod 2001 (Apple) 200 million iPods today
1.2 Billion mobiles sold annually!
59 countries: mobiles > people!
1.2 billion active email users
versus 2.5 billion active text users!
50% email senders want reply < 24 hours
84% texters want reply < 5 minutes!
Mobile 2.0 - the ‘remote control’ for digital living

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BUT...
Is it accessible?

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NO!...hard with 1.0
Developers
Tools &!
Software
Operator!
Platform
Licensors!
(Content) Internal!
Applications
but...
Partners
Copyright Paul Golding, 2008

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YES!...easier with 2.0
OPEN OPEN Ideation +!
Developers Programming
OPEN
Tools &!
Open source
Software
OPEN
Web 2.0! Internet! (e.g. Flickr,!
OPENING Platform Services/! Google,!
Content Yahoo,!
Facebook,!
Operator! Blogs,!
Platform Etc.)
OPEN
\"Mash-Up\"!
Services
OPEN
Internal!
Partners (e.g. geo-blogging!
Services
= Location + blog + photos/videos)
Producers!
Operator Ecosystem Advertisers
Copyright Paul Golding, 2008

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BUT...are mobile users reachable?

Some ways to engage with mobile users... 13
Text messaging quiz Product alerts In-call announcements
Mobile coupons Mobile landing page IVR
Text 4 content Location-texting Interstitial voice ads
YES!
Text polling QR Codes Mobile IM
Mobile microsite Bluetooth Presence
Mobile portal Videophony Promo MIDlets
Mobile RSS Video clip alerts Promo iPhone-lets
Mobile Ads Cell broadcast Web-start Icons
WAP Push Flash texting Photo uploads
Mobile games Ambi-ads RFID
Tell-a-friend texting Interstitial TV ads Click-to-call
etc...there are at least 20 more that I know of....

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Mobile 2.0 Drivers
Increased device usability
Greater Web 2.0-dependency
More data-friendly tariffs
Social networks are mobilizing
App stores
Greater user participation
Transactional capability (€)

!
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

Experiences
\"Services\"
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
Focus: User Experience!
(C) Copyright Paul Golding, 2008

Brainstorm your UX values...
e.g. “Seamless”
Experience = seamless integrated
experience across all channels
(web, mobile, TV etc.)
e.g. “Connected”
Experience = easy to connect…with
people, places and “my digital
world” (e.g. my blogs, my social Example:
networks, my virtual worlds) Times Mobile
has the UX goal of
e.g. “Personalised” “Flow”
Experience = personalised and highly
relevant services, and increasingly
context-aware
Copyright Paul Golding, 2008

Mobile 2.0 - Some Success Criteria 18
Successful
Mobile Experience
Discovery Unboxing Investing Passion/ Accessible/ Anticipation Conversation
Evangelism Contextual
Can I easily find Does it work out Is this easy to I will want to I can easily use
the service? of the box? use? I will love using I can easily keep coming this with others
this because... bump into this back because...
Does it say Can I play Why should I because... I can easily find
something immediately or carry on using I will want to tell I look forward to others
meaningful to do I have to “get this? others It understands new features
me on the box? it?” because... my needs because... It adapts to my
Can I easily because... social
Does it make Can I invite ‘bump into’ If I stop using relationships
me a promise? others? this? this, I will miss it It adapts to my
because... situation It adapts to my
Is it one click Does it get because... social context
away? better the more I How is my
use it? loyalty
rewarded?
Mobile Web 2.0 Ecosystem
Transparent business terms and tariff
Open, secure and extensible architecture
Reliable network/technology
Copyright Paul Golding (www.paulgolding.com) 2008
Copyright Paul Golding, 2008

Think about seamless multi-channel user experience!
Producers
Ideas Events News Opinions Media
Content Management Platform
Mobile Channel Broadcast Channel Web Channel
Socially-enable
Mobile as umbilical to ALL
everything
channels
Make seamless for users, BUT
Utilise cross-channel
also developers, partners and
personalization/bundling
advertisers
(C) Copyright Paul Golding, 2008

Build seamless ecosystem using Web 2.0
Middle
Browser
ware <meta-data>
Middle
ODP Workflow/CRM
ware
Rich Media
Middle
ware
CMS
Social
Platform(s)/API Web 2.0
Affiliation
DVB-H Middle
ware
Open APIs
Middle
Others
ware
<meta data> Social Affiliation
Unified workflow Mashable/open Ecosystem
(C) Copyright Paul Golding, 2008

Adopt the right mobilization approach 21
“Shrink to fit” “Umbilical Cord”
Content Services
BIG
Mobile touch-points
Small
Replication of experience “Always on” mobile engagement

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! Native or
Browser
Almost certainly BOTH...
?
be guided by UX goals, touch-points and design, not dogma
(C) Copyright Paul Golding, 2008

Opportunity: Social Applications 23
Rankings Poking Highscores Ratings
Gifting Quizzes Polling Messaging
Web 2.0 (“GGG”)
Social APIs

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Today: Silo mobile architecture...
Rich IO
Browser Messaging Comms
Media (Sensors)
Web Telco Telco OS OS
bound bound bound bound bound

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Future: Rich Mobile Applications
Rich IO
Messaging Comms
Media (Sensors)
API API API API
Offline sync Browser
“Always on” web
Web 2.0 “Mobile OS”
(e.g. Widgetization)
API API
Telco Telco OS OS

Possible Mobile 3.0 tipping points (TP)... 26
TP = Rich Mobile Browsers?
TP = Femtocells?
Rich Mobile
Apps
Agile Sensor
Access Proliferation
TP = RFID?
Smartphone
Adoption
Mobile 3.0? Cloud
(immersion) Computing
TP = Android? App Social TP = Multi-network
Stores Computing content vending?
TP = iPhone? TP = Social APIs?
All of these technologies have already landed!
Mobile 3.0 = when most of our digital services will become mobilized

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Summary
Mobiles are a BIG part of our lives, getting bigger = more mobilization!
Mobiles will play greater role in ‘digital life management’ (remote control?)
Numerous touch-points can be exploited, more to come (e.g. sensors)
Many drivers - Web 2.0 dependency, devices, tariffs, etc.
User Experience is important, inc. multi-channel (seamless)
Social applications present major opportunity (generally)
Future is immersion in richer mobile services - just waiting for the tipping
points, not the technology (except for ongoing device improvement)

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