What is a mobile? Challenging traditional thinking around the concept of mobile Tim Yull – Manager, Applied Innovation RBC @timyull

Level-setting For the purposes of this talk… …this is not the mobile in question

For the purposes of this talk…

…this is not the mobile

in question

Why ask the question? Innovation and transformation with: Relevance Value Context Timing All in a space that is changing and evolving at the speed of life

Innovation and transformation with:

Relevance

Value

Context

Timing

All in a space that is changing and evolving at the speed of life

Traditional views Mobile meant untethered…not all that portable Person to person voice communication Isolated environment and experience Very expensive But very stylish and cool…

Mobile meant untethered…not all that portable

Person to person voice communication

Isolated environment and experience

Very expensive

But very stylish and cool…

Traditional views Smaller, clearer, cheaper Mobiles as fashion accessories Design became increasingly important Beginnings of additional functionality Alternative communication methods still secondary and very basic

Smaller, clearer, cheaper

Mobiles as fashion accessories

Design became increasingly important

Beginnings of additional functionality

Alternative communication methods still secondary and very basic

The early Smartphone More computer than phone Multimedia/gaming experience Camera’s Media-rich experience Beginnings of alternative input methods Beginnings of alternative communication tools (social steps in)

More computer than phone

Multimedia/gaming experience

Camera’s

Media-rich experience

Beginnings of alternative input methods

Beginnings of alternative communication tools (social steps in)

Today's Smartphone High-speed connectivity Sensors everywhere GPS/GPRS Robust operating systems Diverse synchronous communication methods (social steps it up)

High-speed connectivity

Sensors everywhere

GPS/GPRS

Robust operating systems

Diverse synchronous communication methods (social steps it up)

Today's Smartphone Intuitive and immersive input methods High resolution screens Screens, batteries and keyboards still barriers for many users Arguably the most important recent change …application development and distribution.

Intuitive and immersive input methods

High resolution screens

Screens, batteries and keyboards still barriers for many users

Arguably the most important recent change

…application development and distribution.

Netbooks, UMPC’s, MID’s High speed mobile connectivity Under 2lbs Fully functional OS Cloud Expected 11.9% decrease in PC sales - “Sharpest unit decline in history” Netbooks forecasted to grow by almost 80% (over 21m units)

High speed mobile connectivity

Under 2lbs

Fully functional OS

Cloud

Expected 11.9% decrease in PC sales - “Sharpest unit decline in history”

Netbooks forecasted to grow by almost 80% (over 21m units)

Game consoles High speed Connectivity Massive user-base (100m+ users) Robust hardware Immersive environments Relevancy Social media Content

High speed Connectivity

Massive user-base (100m+ users)

Robust hardware

Immersive environments

Relevancy

Social media

Content

eReaders Kindle, Kindle 2, Sony eReader… Leveraging latest tech Connectivity Social media components Relevancy to alternative demographics Content

Kindle, Kindle 2, Sony eReader…

Leveraging latest tech

Connectivity

Social media components

Relevancy to alternative demographics

Content

GPS Devices High-speed connectivity High-resolution screens Ultra-portable Large install base Robust hardware

High-speed connectivity

High-resolution screens

Ultra-portable

Large install base

Robust hardware

On the go… OnStar (35m+ subscribers) Multimedia car theatres Rolling WIFI hubs

OnStar (35m+ subscribers)

Multimedia car theatres

Rolling WIFI hubs

What does this tell us? The idea of mobile has traditionally been very hardware and to a lesser degree… software focused

The idea of mobile has traditionally been very hardware and to a lesser degree… software focused

Wetware Mobile consumers and their hyper-connected lifestyle… wetware Focus on behaviours, trends, personas and demographics

Mobile consumers and their hyper-connected lifestyle… wetware

Focus on behaviours, trends, personas and demographics

Mobile Lifestyles Designers and social anthropologists rule… Greater tolerances for open access to personal information (risk/reward) Ubiquity based on cost/need Physical and virtual sprawl Time and tech increasing adoption (demographics, personas)

Designers and social anthropologists rule…

Greater tolerances for open access to personal information (risk/reward)

Ubiquity based on cost/need

Physical and virtual sprawl

Time and tech increasing adoption (demographics, personas)

Innovating around wetware Health services Parents/children Commerce Work Where, how and when I want it

Health services

Parents/children

Commerce

Work

Where, how and when I want it

Innovating around wetware Connectivity of all your devices is seamless and ubiquitous Metadata + sensors + open data sources Micro-contextualization personalization and customization Population-level location and demographic data

Connectivity of all your devices is seamless and ubiquitous

Metadata + sensors + open data sources

Micro-contextualization personalization and customization

Population-level location and demographic data

In the near term… Alternative form factors Wearable Truly ubiquitous 4G and beyond… Transparent tech Alternative power sources (solar, body heat…) Improved human/computer interactivity (voice, gesture, context…)

Alternative form factors

Wearable

Truly ubiquitous

4G and beyond…

Transparent tech

Alternative power sources (solar, body heat…)

Improved human/computer interactivity (voice, gesture, context…)

In the not too distant future… Embeddable Bioengineered Truly invisible Instantaneous

Embeddable

Bioengineered

Truly invisible

Instantaneous