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    • 1. Universal Mobile Interface A key concept for unleashing the mobile internet Universal Mobile Interface: A key concept for unleashing the mobile internet Martin Vendel, PhD Bo Karlson, PhD April 2009
    • 2. Universal Mobile Interface A key concept for unleashing the mobile internet World Economic forum Davos 2009 Mark Zuckerberg from World Economic forum Davos 2009 April 2009
    • 3. Universal Mobile Interface A key concept for unleashing the mobile internet In other words  One Universal Mobile Interface (UMI)  Look and feel is the same regardless of handset, platform, network or carrier. April 2009
    • 4. Universal Mobile Interface A key concept for unleashing the mobile internet Mobile Internet Services  Potential to be the main access point to Internet – Mobile phones far outnumber PCs – Always on and accompanying the end user – Personal  Have not lived up to expectations  Underlying barriers gradually removed – High resolution color screens – Data speed – Price plans  Trends are positive – but often slow or April 2009
    • 5. Universal Mobile Interface A key concept for unleashing the mobile internet Unmet needs  Content Provider  End User – An easily managed and controlled – A user-friendly window to Internet, mobile extension with the “owned” and controlled by me and possibility to reach all with all my content This is what the web/PC delivers today regarding Internet services. This is however not the case for the mobile. Is not then the answer to just copy the April 2009
    • 6. Universal Mobile Interface A key concept for unleashing the mobile internet Present limitations and barriers  Limitations – Small screen – No full size key board, if any  Barriers – A number of different OS – Different versions of enabling software (Java) – Difficulties to switch between applications and run them in parallel – Phone settings – Strategies of operators: Pricing, walled garden approaches – Strategies of device manufacturers April 2009
    • 7. Universal Mobile Interface A key concept for unleashing the mobile internet Approaches to overcome barriers Application Software Horizontal approach (Java) (Google, Yahoo, Squace, MSN) Operating Vertical approach system (imode, iPhone, Blackberry) Hardware Number of devices April 2009
    • 8. Universal Mobile Interface A key concept for unleashing the mobile internet Unmet needs  End User  Content Provider – A user-friendly window to Internet – An easily managed and controlled “owned” and controlled by me and mobile extension with the possibility to reach all Unser-friendly Easily managed and controlled Take phone limitations into account (no key board Automatically generated mobile content based on and small screen), applications can work together, existing web content or very easy to create easy to get started, “master client” mobile content, “master client” Owned by me Mobile extension Client/server based and independent of device Build upon existing web solutions with simple and operator integration Controlled by me Reach all Personalization and full selection of applications Client/server based and independent of device and operator All my content All of the web available (long tail) in mobile format as well as what I myself create April 2009
    • 9. Universal Mobile Interface A key concept for unleashing the mobile internet Solution to meet needs  Client/server (master) client solution  Enable long-tail in mobile format  Main Internet services interface for all types of server based services such as contacts, mail, messaging, VoIP, social networks etc.  Additional effects April 2009
    • 10. Universal Mobile Interface A key concept for unleashing the mobile internet Horizontal approaches UMI Universal Contact books Mobile Interface (Zyb, Nimbuzz) (Squace) Degree of personalization Mobile browsers Content portals (Opera Mini) (Yahoo) Service richness April 2009
    • 11. Universal Mobile Interface A key concept for unleashing the mobile internet Key considerations when choosing mobile marketing platform WEB WAP Own client App UMI User Experience ! ! ! ! ! No download ! ! ! ! ! Look & feel ! ! ! ! ! Own development avoided ! ! ! ! ! Initial Cost ! ! ! ! ! Operational Cost ! ! ! ! ! Flexibility ! ! ! ! ! Time to market ! ! ! ! ! Addressable market ! ! ! ! ! Distribution efficiency ! ! ! ! ! April 2009
    • 12. Universal Mobile Interface A key concept for unleashing the mobile internet UI or API? No: a UMI!  To overcome the barriers of Internet usage over the mobile, a holistic approach to the problem is needed  UMI concept is such an approach including both the UI and API perspectives as they are part of the same question  UMI is an “over the top” horizontal solution overcoming present issues with mobile OS etc.  UMI is compared to other horizontal April 2009
    • 13. Universal Mobile Interface A key concept for unleashing the mobile internet UMI checklist ! Operator independent ! No typing of URL needed ! Devices independent ! Can act as the main Internet services interface ! Full personalization of Internet link collection ! Viral distribution capabilites ! All Internet available ! Simple down loading ! Including and intergrated to ! Freeware messaging ! Very easy to create and ! Possibility to import contacts distribute content and mail from other ! Support content provider applications business models ! Universal payment solution ! Graphically adjusted to a small screen April 2009
    • 14. Universal Mobile Interface A key concept for unleashing the mobile internet Universal Mobile Interface, UMI: A key concept for unleashing the mobile internet http://universalmobileinterface.wordpress.com April 2009