Evolution Of Mobile Web Ric Ferraro


Published on

The author argues that while we have moved on from Mobile 1.0 and headed towards Mobile 2.0, we are not there yet. Technical limitations, notably 3G and future 4G rollouts, mean that we are yet to see the full empowerment of the user to upload and exchange rich content from mobile to mobile.
What is unquestionable is that mobile web is undergoing a transformation from niche service to critical mass service and that the playing field has changed, with the move from ‘walled gardens’ to ‘open playgrounds’...an open environment which still has some rules, is subject to some supervision but ultimately where everyone is free to choose who to play with.
Content is the new battlefield, with incumbents and start-ups fighting out over increasingly glazed eyeballs. MSNs are exploding but monetization models still have to prove that they allow for sustainable businesses to be built.
Savvy users today can get a pretty good experience on key bits of the mobile web, but hurdles remain, as made-for-mobile sites account for less than 10% of overall websites.
Location will play a big role in the future delivery of mobile services, whether a semantic web emerges or not. Android promises to speed up the process of development and promote interoperability while at the same time unleashing more of the power of mobile applications.

Published in: Technology, Business
  • GOOD
    Are you sure you want to  Yes  No
    Your message goes here
  • Excellent presentation. I totally agree on your comments regarding the changing user expectations and that they expect to be rewarded in some fashion. We are currently building a number of products which revolve around a sense of reward for exploration and play.
    Are you sure you want to  Yes  No
    Your message goes here
  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.
    Are you sure you want to  Yes  No
    Your message goes here
  • ... really... REALLY... great!
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks for sharing-gave me a great overview of current trends in mobile 2.0!
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Evolution Of Mobile Web Ric Ferraro

  1. 1. The Evolution of Mobile Web Ric Ferraro, GeoMe CEO KoreaComm 30 th Oct 2008 Flickr photo by nz (dave): http://www.flickr.com/photos/nzdave/245728298/sizes/l/
  2. 2. <ul><li>mobile 2.0 –are we there yet? </li></ul><ul><li>the mobile user experience </li></ul><ul><li>the MSN explosion </li></ul><ul><li>location as key </li></ul><ul><li>the role of android </li></ul><ul><li>defining (mobile) web 3.0 </li></ul>agenda
  3. 3. about me <ul><li>formerly with the GSM Association </li></ul><ul><li>currently managing director at geome </li></ul><ul><li>mobile blogger </li></ul><ul><li>some events I attended in 2008: </li></ul>
  4. 4. <ul><li>Mobile 2.0-Are we there yet? </li></ul>
  5. 5. mobile web usage today <ul><li>Some European Statistics... </li></ul>
  6. 6. mobile web usage today <ul><li>Penetration of 3G networks allowing high speed access to mobile internet is between 17-40% in the EU and US </li></ul><ul><li>HSPA and 4G Rollouts will continue to boost mobile internet usage in the next 3-5 years </li></ul>...but mobile internet usage amongst iPhone users is around 80%
  7. 7. the battle over content =
  8. 8. From Walled Garden... <ul><li>Operator rules, ok? </li></ul>Ric Ferraro, 2008
  9. 9. To Open Playground <ul><li>Many, young participants </li></ul><ul><li>Some supervision </li></ul><ul><li>Learning of new behaviours </li></ul>Ric Ferraro, 2008
  10. 10. mobile 2.0 playground today
  11. 11. <ul><li>Mobile User Experience </li></ul>
  12. 12. from PC web to mobile web Made for Mobile sites account for less than 10% of total websites
  13. 13. iPhone user experience <ul><li>Widgets allow users to access web in bite-size chunks </li></ul><ul><li>Safari browser adapts web to 3.5 inch screen </li></ul><ul><li>Accelerometer detects handset motion </li></ul><ul><li>Synergy and integration with i-tunes </li></ul>
  14. 14. user expectations are changing <ul><li>Users expect more in terms of experience </li></ul><ul><li>Users will expect rewards </li></ul><ul><ul><li>...for being online </li></ul></ul><ul><ul><li>...for posting content </li></ul></ul><ul><li>Users expect affordable and predictable data plans...and are getting them </li></ul><ul><li>Long tail means fragmentation of offerings... </li></ul>
  15. 15. The MSN Explosion The MSN Explosion
  16. 16. whrrl-branded content in MSNs <ul><li>Sep 08-US start-up whrrl announces HBO content deal for blockbuster Entourage TV series </li></ul><ul><li>Whrrl users can navigate through TV characters place map of Los Angeles </li></ul>
  17. 17. politicians as mobile brands Available from the iPhone App Store
  18. 18. niche opportunities for MSNs <ul><li>Finnish start-up Zipipop launches “Intention Broadcasting” </li></ul><ul><li>Status Messaging with an emphasis on the future </li></ul><ul><li>Winner of Mobile 2.0 Europe Award 2008 for Post-Series A Category </li></ul>
  19. 19. niche opportunities for MSNs A Social Network for Latino baby Lovers?
  20. 20. <ul><li>Location as Key </li></ul>
  21. 21. LBS 2008 roadmap Nokia receives regulatory approval for Navteq acquisition Nokia acquires Plazes Nokia announces all high end phones to have GPS as standard from 2009 Google CEO states LBS “next big thing” Loopt launches first ATL ad campaign for a LBS Service and sponsor The Middle Show Feb Jul Jun Sep Jan “ Mobile will be the navigational ringtone”
  22. 22. location-based social networking <ul><li>In Q1 2008, 43% of all downloads on mobile phones globally were for LBS Services. </li></ul><ul><li>Mobile 2.0 is all about location and context </li></ul>2008 Global Start-up Map
  23. 23. where 2.0 2000 2005 2007 2010 Gartner’s Hype Cycle Adapted for LBS’s
  24. 24. a geome perspective <ul><li>Presence + Location + Context </li></ul><ul><li>Focus on Youth Market & Messaging </li></ul><ul><li>Automated Location of User & Message Ping </li></ul><ul><li>Deals with Content Partners </li></ul><ul><li>Monetisation through Sponsored Local Search </li></ul>
  25. 25. monetising the mobile web
  26. 26. <ul><li>Subscription models don’t work for community LBS’s, free access does </li></ul><ul><li>Integration with pre-existing online profiles is key </li></ul><ul><li>Despite shortage of mobile ad inventory, advertising world not ready today for mass rollout of Location-based adverts </li></ul><ul><li>Fears of ‘mobile phone bill shock’ still acting as a brake </li></ul><ul><li>Privacy fears remain an issue </li></ul>some LBS start-up lessons
  27. 27. <ul><li>Role of Android </li></ul>
  28. 28. android developer challenge <ul><li>90% of the winners of the Android Developer Challenge were LBS’s </li></ul><ul><li>Ecorio allows you to monitor and minimise your CO 2 emissions on the go </li></ul>
  29. 29. A travel guide that pulls up information from Wikipedia and puts it on a map along with photos from Panoramio Wikitude Android App Market android developer challenge No permission is needed from an operator or Google to sell an application
  30. 30. <ul><li>Location is key enabler for MSNs </li></ul><ul><li>Location technologies-WiFi vs GPS vs P-Cell </li></ul><ul><li>Location based adverts-from utopia to reality </li></ul><ul><li>Pedestrian navigation and other utilities vs MSNs </li></ul><ul><li>The power of local recommendation (Rummble) </li></ul><ul><li>Ambient awareness </li></ul><ul><li>Automated photo geo-tagging </li></ul><ul><li>Point 2 discover/3D Mapping </li></ul>where 2.0 –future of LBS
  31. 31. <ul><li>Defining Mobile Web 3.0 </li></ul>
  32. 32. the semantic web “ Intelligent Web ” ...will anticipate what we want to do Through New Data Mining techniques.... “ The Web of Services ”
  33. 33. the semantic web means we have to rethink: Copyright Ethics Authorship Rhetoric Aesthetics Governance Privacy Relationships Ourselves Identity
  34. 34. <ul><li>One web or 2 webs? </li></ul><ul><li>Connected devices –whether mobile, gaming console or camera </li></ul><ul><li>New revenue models...advertising not enough to support mobile ecosystem </li></ul><ul><li>Users will be in control of media but will expect rewards </li></ul><ul><li>Android will unlock the power of the mobile-others will follow suit </li></ul><ul><li>Semantic mobile web...ask it where you live </li></ul><ul><li>Voice recognition e.g. Dial2Do </li></ul><ul><li>Artificial Intelligence...predict user’s preferences </li></ul>future of mobile 2.0 Creation at the point of inspiration
  35. 35. thank you! <ul><li>Ric Ferraro ( [email_address] ) </li></ul><ul><li>Follow me at: twitter.com/ricferraro </li></ul><ul><li>Blog: www.mobverge.blogspot.com </li></ul>