Jerome Nadel @ M Love

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A case study of the PUMA Phone service design and deep brand experience in mobile UI.

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Jerome Nadel @ M Love

  1. 1. What’s a Phone?<br />Jerome Nadel<br />CXO & CMO<br />Sagem Wireless<br />
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  3. 3. Everything is connected<br />
  4. 4. Everyone is connecting<br />1995<br />1997<br />Today…<br />
  5. 5. Everyone is contributing<br />
  6. 6. Everyone is jumping in<br />
  7. 7. What’s a…<br />
  8. 8. What’s a phone? Smarter and smarter…<br />
  9. 9. What’s a phone? Smarter and smarter…<br />
  10. 10. convergence<br />
  11. 11. Hard to choose…<br />Reason<br />Emotion<br />
  12. 12. Deep brand expression in an open world<br />
  13. 13. “I’ve just found my favourite phone of Mobile World Congress 2010 and it’s from someone completely unexpected: Puma.”<br />“the most endearing phone of the show...the Puma stands alone as a beautifully designed quirk of a phone... Kudos, Sagem, and long may it continue.”<br />“It’s the added extras that really make this phone what it is. On its sporty side you can expect an analogue stopwatch, GPS run tracker, GPS bike speedo, pedometer and ooh, a yachting compass.”<br />“The alchemy is perfect, as Puma has ensured every aspect of the OS and hardware is ultra-styled and feature-led.”<br />“Sagem’s device breaks the mould of branded phones by actually being good.”<br />Divergence – Expression in difference<br />
  14. 14.
  15. 15.
  16. 16. PUMA WORLD PORTALFromrich media to mCommerce<br />
  17. 17.
  18. 18.
  19. 19. Mobile Commerce <br />MOBILE ACCESS.<br />EYEWEAR<br />FRAGRANCES<br />TIMEPIECES<br />BAGS<br />SHOES…<br />
  20. 20. Branded Photo App<br />Home Screen<br />UNIQUE SERVICES<br />1<br />4<br />CUSTOMIZED SERVICES<br />1<br />Main Menu<br />THEMING GUIDELINES<br />CORE UX MODEL<br />Notifications<br />Task Switching<br />Remove<br />1<br />1<br />A flexible user experience platform…<br />…that enables effective<br />and deep brand experience<br />
  21. 21. Who wants a PUMA Phone?<br />

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