Mobilis in mobile

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Presentation at MOBX 12

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Mobilis in mobile

  1. 1. ANDREA RESMINI MOBILIS IN MOBILE MOBX 12 BERLIN   
  2. 2. GOTHENBURG, SWEDEN    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  3. 3. GOTHENBURG, SWEDEN Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://imageshack.us/photo/my-images/269/hotelgothiatowersgotebo.j
  4. 4. GOTHENBURG, SWEDEN Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025 Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  5. 5. GOTHENBURG, SWEDEN Traffic on the roads is expected to increase 36% in Western Sweden between 2005 and 2025 Transport-related CO2 emissions to decrease by 4% in 2010 and by 75% in 2050 in respect to 1990 Public transport travel in the Gothenburg area should increase from 24% to 40% in 2025    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  6. 6. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011DROP CAR USAGE Car usage should drop from 65% to 35%
  7. 7. FEASIBLE?ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011 The goal would be met if car commuters switched to walking, bicycling, or public transport one day per week
  8. 8. BUT MUCH TO CONSIDER Impacting collective transport behavior is a complex proposition where a multitude of factors weigh inANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/komunews/4952326992
  9. 9. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER ROADS
  10. 10. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER SERVICES
  11. 11. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER INFORMATION
  12. 12. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011OR BETTER ... MH?
  13. 13. PROS AND CONS All of these have pros and cons in respect to a better, sustainable public transportation model for everyday travelANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  14. 14. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011BETTER ROADS = MORE TRAFFIC http://www.flickr.com/photos/epsos/5591761716/
  15. 15. CO-MODAL TRAVELING “A transport policy which promotes the interoperability of all transport modes and means of transport on their own and in combination to obtain optimal and sustainable utilization of resources”ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  16. 16. ? CAR WALK HOME TRAM WALK BUS TRAIN BIKECO-MODAL TRAVELINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  17. 17. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011A BETTER SYSTEM
  18. 18. CO-MODALITY IS More sustainable but less comfortableANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  19. 19. CO-MODALITY IS more sustainable but less comfortable requires more, coordinated information and relies on a multitude of touchpointsANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  20. 20. CO-MODALITY IS more sustainable but less comfortable requires more, coordinated information and relies on a multitude of touchpoints ultimately requires the development of a cross-channel approachANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  21. 21. ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011TORSLANDA http://www.flickr.com/photos/mescon/3763672602/
  22. 22. CAR COMMUTERSANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  23. 23. THE WRONG ANSWER?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  24. 24. A TRAVEL PLANNER APP!ANDREA RESMINI :: KLIMATKONFERENS I JÖNKÖPING 2011 http://www.flickr.com/photos/mescon/3763672602/
  25. 25. strafiken Jönk ö pings Lan Jönköpin gs Kurir CPH Airport SJ Swebus andvette r Airport L Bike Sha re Status Berlin Metro Map Metro & Tramway Lyon VIP Taxi Berlin el Airport FLYon Berlin TegANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  26. 26. WHEN TRAVELING our needs change through time, in the short and in the long period, and are shaped in accordance with the place we currently areANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  27. 27. USER EXPERIENCE ??? @#%! ... whew! process bus car signage print mobileANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  28. 28. SO, THE ANSWER?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  29. 29. THE MATRIX   
  30. 30. MULTI-CHANNEL VS CROSS-CHANNEL    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  31. 31. AT YOUR LOCAL BRANCHANDREA @RESMINI – BEYOND MOBILE – MOBX 12 contropiano.org
  32. 32. ONLINE BANKINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  33. 33. PHONE BANKINGANDREA @RESMINI – BEYOND MOBILE – MOBX 12 agricorner.com
  34. 34. WE ALL HAD OUR TEDDY, RIGHT?   
  35. 35. TEDDIES HAVE GONE A LOOONG WAY   
  36. 36.    
  37. 37.    
  38. 38.    
  39. 39. FROM PRODUCT TO ECOSYSTEM From the point of view of the user this is not a stand-alone product anymore Its a system. An experience   
  40. 40. A SEAMLESS EXPERIENCEANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  41. 41. OPEN ECOLOGY city transport is an open ecology where a number of players participate, and some compete    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  42. 42. STOPS CAR WALK HOME SIGNS TRAM BUS TRAIN BIKE PEOPLE PANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  43. 43. WHY USE ONES CAR? the two primary factors for using ones car were found to be control and risk reductionANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  44. 44. PEOPLE WANT CONTROL    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  45. 45. PUBLIC MEANS OF TRANSPORT? an immediate loss of control and an uneven lack of information along the journeyANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  46. 46. GIVE THEM AN APP THEN, BUT .. make the app a fitting piece of a larger cross-channel strategy, not the only control pointANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  47. 47. REFACTOR AND REFIT change the travel planner into an information broker, a personal travel manager and call it ARB (not really necessary)ANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  48. 48. INTEGRATE ACROSS CHANNELS ARB integrates seamlessly with the many other touchpoints commuters find along their way when using co-modal transportANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  49. 49. STOPS CAR WALK HOME SIGNS TRAM BUS TRAIN BIKE PEOPLE P APPANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  50. 50. A CONSISTENT EXPERIENCE ARB ties all different pieces of the journey into a consistent experience, always providing clues on what already happened and what is going to happen nextANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  51. 51. MAIN TASK: PROVIDE INFORMATION information allows them to maximize their choices and go beyond a bad commuting experience or simple satisficingANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  52. 52. DO NOT INTRUDE very much like a secretary, ARB works in the background to oversee processes and assure that everything runs smoothly and on timeANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  53. 53. CUT DOWN ON FEATURES strip away everything that does not belong or reinforces the new paradigm and do not duplicate functionsANDREA @RESMINI – BEYOND MOBILE – MOBX 12 http://www.flickr.com/photos/mescon/3763672602/
  54. 54. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  55. 55. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  56. 56. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  57. 57. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  58. 58. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  59. 59. TWO DIFFERENT SITUATIONS normal conditions, when everything works as as expected difficult conditions, when something disrupts the normal flow of eventsANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  60. 60. IN NORMAL SITUATIONS ARB plays a subdued role as an intelligent alarm / reminder, and as a confirmation point. It sends off proactive warnings and notifies of upcoming changes in statusANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  61. 61. IN DIFFICULT SITUATIONS ARB turns proactive warnings into operative suggestions for alternative paths to route around blocks, delays, or missed connectionsANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  62. 62. BE A TEAM PLAYER other information sources available in place are to be considered and not downplayed nor second-guessedANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  63. 63. WORK SEAMLESSLY touchpoints have to move ● from being competitors to being seamless co-providersANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  64. 64. PLAY YOUR STRENGTHS dont try to be everything users will use other channels no matter what you try or doANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  65. 65. OPPORTUNITIES IN NEGATIVE SPACES the availability of information at key decisional points and in between decision points is a crucial factor in a successful cross-channel strategyANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  66. 66. POINT-OF-NO-RETURN at some point of the commuting leg backing out of the process is more impractical than going forward no matter whatANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  67. 67. ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  68. 68. BE A SILENT, WATCHFUL PARTNER favor passive acquisition of information and do not require constant user attention or participationANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  69. 69. BE MULTI-MODAL use sound, movement (buzz), color and shape to convey different levels of importance and urgencyANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  70. 70. USE AMBIENT SIGNIFIERS ARB provides audio signals for key places. These could be musical cues, or fully-formed messages or melodies uniquely attached to a single locationANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  71. 71. ADD WHEN IT MAKES SENSE For example, why not provide dynamic calculation of the estimated time of arrival (ETA)?ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  72. 72. LEARN THE POWER OF TAKE AWAY in a city center, many touchpoints mean also many alternative means of transport available simplify and reduce choicesANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  73. 73. BRIEF RECAP be a team player dont try to be everything work with the ecosystem be a quiet partnerANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  74. 74. book    ANDREA @RESMINI – BEYOND MOBILE – MOBX 12
  75. 75. THANK YOU Andrea @Resmini http://andrearesmini.comANDREA @RESMINI – BEYOND MOBILE – MOBX 12
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