Mobile Internet and LBS:
Now and Future
September 22th, 2008
Yuri van Geest
SPRXmobile
Mobile Monday Amsterdam
9/23/08 Making Mobile Magic 1

SPRXmobile > Mission
We are a strategic, creative design
consultancy specialized in mobile
Strategy and concepting for mobile sites,
apps and marketing campaigns
9/23/08 Making Mobile Magic 2

Our Team
Claire Boonstra
Raimo van der Klein
Yuri van Geest
Maarten Lens-FitzGerald
9/23/08 Making Mobile Magic 3

Clients
• NOS Mobiel (Olympics, Tour de France)
– m.nos.nl
• Vodafone (100.000 euro contest, 52 entries)
– www.vodafonemobileclicks.nl
• Postcode Loterij
• Rabobank
• Mobile Monday Amsterdam
9/23/08 Making Mobile Magic 4

Agenda
• Present of Mobile Internet
– Growth & Stats
– Overview
• Future of Mobile Internet
– Internet of Things
-- Context and Location
9/23/08 Making Mobile Magic 5

Growth & Stats
9/23/08 Making Mobile Magic 6

Mobile Eats It All
9/23/08 Making Mobile Magic 7

Tipping Point Drivers
• Network
• Handsets
• OS
• Applications
• Content
• Flat Rate Pricing
• Open Mobile Web
• Business models
9/23/08 Making Mobile Magic 8

Dutch Stats
• > 1,6 million active users now
• 500.000 active users added
next 12 months and increasing
every year !
9/23/08 Making Mobile Magic 9

Japan: Generational Shift
9/23/08 Making Mobile Magic 10

Overview
Mobile Tools
9/23/08 Making Mobile Magic 11

Two Worlds
Two Relationships
9/23/08 Making Mobile Magic 12

Trust and Priority
Market Economy
Social Economy
9/23/08 Making Mobile Magic 13

The Wand
Physical Virtual
9/23/08 Making Mobile Magic 14

Overview
Social/Connected
Alternate Reality Games Facebook
Hyves LBS client/Nulaz Multiplayer Gaming
Qik/Kyte Dating
Presence/Twitter Chat/Twitter
Roomware/ Bluetooth ID Viral Marketing
Physical Virtual
Payments/NFC
Wallpaper/ringtones
(QR) Codes
Mobile TV/Books/Video/Music
RFID
Mobile AdWords (SEA)
LB AdWords, banners,
Mobile SEO
SMS en affiliate
SMS/MMS marketing
Bluecasting
Bannering/affiliate/textlinks
Physical computing
Widgets/RSS feeds
Commercial
9/23/08 Making Mobile Magic 15

Trackr
+ KPN Buddyfinder
+ Hyves client
+ Nulaz
9/23/08 Making Mobile Magic 16

Your Own Mobile TV Station
ComVu/Pocketcaster Kyte.tv
+ Seesmic
+ 12seconds.tv
+ Qik
9/23/08 Making Mobile Magic 17

Roomware Project: LB ID
9/23/08 Making Mobile Magic 18

Hot Growth Areas
Presence & Mob.
Buddyfinders content
sharing
Heavy Entertainment
Social & Gaming
Networks
9/23/08 Making Mobile Magic 19

LB mobiele sites
Buienradar KPN in de buurt
9/23/08 Making Mobile Magic 20

Sports Tracker & LifeVine
20 mei 2008
Raimo van der Klein

QR codes
9/23/08 Making Mobile Magic 22

Geotagged YouTube
9/23/08 Making Mobile Magic 23

Movels: LB ?
9/23/08 Making Mobile Magic 24

Amazon Kindle
9/23/08 Making Mobile Magic 25

Agenda
• Present of Mobile Internet
– Growth & Stats
– Overview
• Future of Mobile Internet
– Internet of Things
– Context
9/23/08 Making Mobile Magic 26

Internet of Things
9/23/08 Making Mobile Magic 27

Step into the Unknown
The Medium =
The Message
(McLuhan)
Use the USPs of
Mobile Internet
9/23/08 Making Mobile Magic 28

Internet of Things
“The street as platform ... We can’t see
how the street is immersed in a twitching,
pulsing cloud of data.
This is a new kind of data, collective and
individual, aggregated and discrete, open
and closed, constantly logging impossibly
detailed patterns of behavior. The
behavior of the street.”
9/23/08 Making Mobile Magic 29

The Wand
9/23/08 Making Mobile Magic 30

Mobile Roles
• Data gatherer
• Connecter
• Scanner
• Exchanger
• Informer
• Guide
• Filterer
• Enricher
9/23/08 Making Mobile Magic 31
http://www.flickr.com/photos/simona84/2088719759/sizes/l/

Roles -> Verbs
Click it Find it Record it Check it
Swipe it Tell it Share it Schedule it
Sync it Email it Rate it Challenge it
Make it SMS it Digg it Stick it
Play it Date it Blog it Try it
Pay it Twitter it SMS it Get it
Exchange it Trace it Show it Read it
Buy it Shoot it Watch it ……
Sell it Edit it Feed it
9/23/08 Making Mobile Magic 32

Effects on LB content
More Data + More Roles + More Verbs
=
More Social, Less Market
=
LB content -> NICHE
9/23/08 Making Mobile Magic 33

Context
9/23/08 Making Mobile Magic 34

Evolution of mobile
2008
2000
1992
communication mobile internet contextual services
9/23/08 Making Mobile Magic 35

Context > Content
Task context
Environmental
context
Spatio-
Temporal Social context
context
Physiological
Mental context
context
9/23/08 Making Mobile Magic 36

Contextual relevant feeds
• Presence Messaging/Microblog
• Buddyfinder
• News alerts/Goal alerts
• Rain forecast/Traffic jams
• Food traceability
9/23/08 Making Mobile Magic 37

Mobile Location Apps
9/23/08 Making Mobile Magic 38

Search GeoData
9/23/08 Making Mobile Magic 39

UGC Tracks
9/23/08 Making Mobile Magic 40

Effects of Context
• Have physical related content
• Have a relation with ‘objects’
Get Physical! • Have ‘sensors’ in the real
world
• Make filter tools for my life
• Access to maps
• POI / Events (TipSpot)
• Databases/recommendations
-> incl. RDF, semantics !
9/23/08 Making Mobile Magic 41
http://www.flickr.com/photos/nikonsnapper/1486019218/sizes/l/

yuri@sprxmobile.com
www.sprxmobile.com
9/23/08 Making Mobile Magic 42