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/

mobile 2.0 –are we there yet? the mobile user experience the MSN explosion location as key the role of android defining (mobile) web 3.0 agenda

mobile 2.0 –are we there yet?

the mobile user experience

the MSN explosion

location as key

the role of android

defining (mobile) web 3.0

about me formerly with the GSM Association currently managing director at geome mobile blogger some events I attended in 2008:

formerly with the GSM Association

currently managing director at geome

mobile blogger

some events I attended in 2008:

Mobile 2.0-Are we there yet?

Mobile 2.0-Are we there yet?

mobile web usage today Some European Statistics...

Some European Statistics...

mobile web usage today Penetration of 3G networks allowing high speed access to mobile internet is between 17-40% in the EU and US HSPA and 4G Rollouts will continue to boost mobile internet usage in the next 3-5 years ...but mobile internet usage amongst iPhone users is around 80%

Penetration of 3G networks allowing high speed access to mobile internet is between 17-40% in the EU and US

HSPA and 4G Rollouts will continue to boost mobile internet usage in the next 3-5 years

the battle over content =

From Walled Garden... Operator rules, ok? Ric Ferraro, 2008

Operator rules, ok?

To Open Playground Many, young participants Some supervision Learning of new behaviours Ric Ferraro, 2008

Many, young participants

Some supervision

Learning of new behaviours

mobile 2.0 playground today

Mobile User Experience

Mobile User Experience

from PC web to mobile web Made for Mobile sites account for less than 10% of total websites

iPhone user experience Widgets allow users to access web in bite-size chunks Safari browser adapts web to 3.5 inch screen Accelerometer detects handset motion Synergy and integration with i-tunes

Widgets allow users to access web in bite-size chunks

Safari browser adapts web to 3.5 inch screen

Accelerometer detects handset motion

Synergy and integration with i-tunes

user expectations are changing Users expect more in terms of experience Users will expect rewards ...for being online ...for posting content Users expect affordable and predictable data plans...and are getting them Long tail means fragmentation of offerings...

Users expect more in terms of experience

Users will expect rewards

...for being online

...for posting content

Users expect affordable and predictable data plans...and are getting them

Long tail means fragmentation of offerings...

The MSN Explosion The MSN Explosion

whrrl-branded content in MSNs Sep 08-US start-up whrrl announces HBO content deal for blockbuster Entourage TV series Whrrl users can navigate through TV characters place map of Los Angeles

Sep 08-US start-up whrrl announces HBO content deal for blockbuster Entourage TV series

Whrrl users can navigate through TV characters place map of Los Angeles

politicians as mobile brands Available from the iPhone App Store

niche opportunities for MSNs Finnish start-up Zipipop launches “Intention Broadcasting” Status Messaging with an emphasis on the future Winner of Mobile 2.0 Europe Award 2008 for Post-Series A Category

Finnish start-up Zipipop launches “Intention Broadcasting”

Status Messaging with an emphasis on the future

Winner of Mobile 2.0 Europe Award 2008 for Post-Series A Category

niche opportunities for MSNs A Social Network for Latino baby Lovers?

Location as Key

Location as Key

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”

location-based social networking In Q1 2008, 43% of all downloads on mobile phones globally were for LBS Services. Mobile 2.0 is all about location and context 2008 Global Start-up Map

In Q1 2008, 43% of all downloads on mobile phones globally were for LBS Services.

Mobile 2.0 is all about location and context

where 2.0 2000 2005 2007 2010 Gartner’s Hype Cycle Adapted for LBS’s

a geome perspective Presence + Location + Context Focus on Youth Market & Messaging Automated Location of User & Message Ping Deals with Content Partners Monetisation through Sponsored Local Search

Presence + Location + Context

Focus on Youth Market & Messaging

Automated Location of User & Message Ping

Deals with Content Partners

Monetisation through Sponsored Local Search

monetising the mobile web

Subscription models don’t work for community LBS’s, free access does Integration with pre-existing online profiles is key Despite shortage of mobile ad inventory, advertising world not ready today for mass rollout of Location-based adverts Fears of ‘mobile phone bill shock’ still acting as a brake Privacy fears remain an issue some LBS start-up lessons

Subscription models don’t work for community LBS’s, free access does

Integration with pre-existing online profiles is key

Despite shortage of mobile ad inventory, advertising world not ready today for mass rollout of Location-based adverts

Fears of ‘mobile phone bill shock’ still acting as a brake

Privacy fears remain an issue

Role of Android

Role of Android

android developer challenge 90% of the winners of the Android Developer Challenge were LBS’s Ecorio allows you to monitor and minimise your CO 2 emissions on the go

90% of the winners of the Android Developer Challenge were LBS’s

Ecorio allows you to monitor and minimise your CO 2 emissions on the go

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

Location is key enabler for MSNs Location technologies-WiFi vs GPS vs P-Cell Location based adverts-from utopia to reality Pedestrian navigation and other utilities vs MSNs The power of local recommendation (Rummble) Ambient awareness Automated photo geo-tagging Point 2 discover/3D Mapping where 2.0 –future of LBS

Location is key enabler for MSNs

Location technologies-WiFi vs GPS vs P-Cell

Location based adverts-from utopia to reality

Pedestrian navigation and other utilities vs MSNs

The power of local recommendation (Rummble)

Ambient awareness

Automated photo geo-tagging

Point 2 discover/3D Mapping

Defining Mobile Web 3.0

Defining Mobile Web 3.0

the semantic web “ Intelligent Web ” ...will anticipate what we want to do Through New Data Mining techniques.... “ The Web of Services ”

the semantic web means we have to rethink: Copyright Ethics Authorship Rhetoric Aesthetics Governance Privacy Relationships Ourselves Identity

One web or 2 webs? Connected devices –whether mobile, gaming console or camera New revenue models...advertising not enough to support mobile ecosystem Users will be in control of media but will expect rewards Android will unlock the power of the mobile-others will follow suit Semantic mobile web...ask it where you live Voice recognition e.g. Dial2Do Artificial Intelligence...predict user’s preferences future of mobile 2.0 Creation at the point of inspiration

One web or 2 webs?

Connected devices –whether mobile, gaming console or camera

New revenue models...advertising not enough to support mobile ecosystem

Users will be in control of media but will expect rewards

Android will unlock the power of the mobile-others will follow suit

Semantic mobile web...ask it where you live

Voice recognition e.g. Dial2Do

Artificial Intelligence...predict user’s preferences

thank you! Ric Ferraro ( [email_address] ) Follow me at: twitter.com/ricferraro Blog: www.mobverge.blogspot.com

Ric Ferraro ( [email_address] )

Follow me at: twitter.com/ricferraro

Blog: www.mobverge.blogspot.com