Oren Michels MASHERY

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  • . OK, what is mobile vs. portable\n\nOren definition\n\n\n
  • users will do different things in the post website era than they did in the web era.\nit is not creativity for art’s sake, but for accomplishing a goal\nin many cases it will be the nature of the activity/interaction, not the design, that will be the evidence of “creativity”\n
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  • . OK, what is mobile vs. portable\n\nOren definition\n\n\n
  • Remember the title of the session- Creativity in a post website era. If there are any ‘rules’- this is the one that people seem to forget. There is a time and place for websites, but that is shrinking significantly. The days of sitting down and ‘interneting’ are gone.\nYet, still, there is this urge to cram entire websites, to preserve ‘stickiness’ into mobile experiences- almost an oxymoron. \n
  • People want to consume interactions and experiences in app-sized portions. In and out. Utility over distraction. Don’t worry about losing them because if you have something valuable to offer, they’ll come right back. They are never disconnecting.\nNeed to design with this in mind.\n
  • We used to be obsessed with web stickiness. Measuring time spent interacting with a brand vs. performing a function- or utility (value). And while there are exceptions - like media consumption and games (leisure activities), the new era of ubiquitous connectivity is about getting in and out as soon as possible.\nBecause if you need a new piece of information or functionality even a few seconds later- you’re already connected. (use example of checking weather, checking time, checking IM or twitter or 4Square on your phone- all different apps vs. a single website)\n
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  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • The future in NOT about just ‘digitizing’ your credit card\n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • And before you know it, you have -literally- hundreds of platforms or devices running those services and/or exposing that data.\nNetflix’s services- look up movie, display ratings, display reviews, display movie description, add to queue, update my account- those ‘pieces’ of functionality that make up the Netflix experience are now running on wel over 200 different devices. \n
  • We used to be obsessed with web stickiness. Measuring time spent interacting with a brand vs. performing a function- or utility (value). And while there are exceptions - like media consumption and games (leisure activities), the new era of ubiquitous connectivity is about getting in and out as soon as possible.\nBecause if you need a new piece of information or functionality even a few seconds later- you’re already connected. (use example of checking weather, checking time, checking IM or twitter or 4Square on your phone- all different apps vs. a single website)\n
  • We used to be obsessed with web stickiness. Measuring time spent interacting with a brand vs. performing a function- or utility (value). And while there are exceptions - like media consumption and games (leisure activities), the new era of ubiquitous connectivity is about getting in and out as soon as possible.\nBecause if you need a new piece of information or functionality even a few seconds later- you’re already connected. (use example of checking weather, checking time, checking IM or twitter or 4Square on your phone- all different apps vs. a single website)\n
  • Define creativity\n Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others\n
  • In order to be creative you need:\nto be able to view things in new ways or from a different perspectivective.\n you need to be able to view things in new ways or from a different perspective.\n
  • In order to be creative you need:\nto be able to view things in new ways or from a different perspectivective.\n you need to be able to view things in new ways or from a different perspective.\n
  • In order to be creative you need:\nto be able to view things in new ways or from a different perspectivective.\n you need to be able to view things in new ways or from a different perspective.\n
  • In order to be creative you need:\nto be able to view things in new ways or from a different perspectivective.\n you need to be able to view things in new ways or from a different perspective.\n
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  • API’s allow brands to extend themseves wherever their customers are, even if just for a moment. These three examples of apps are created specifically to enhance the time each a brand is already in their customers’ charge. \nThey don’t need to exist a day after that. \nThe point is that when companies leverage API’s they can shed these skins and redistribute all the content in these apps anywhere else their customers are, no mater how soon, how short or how expected that day may be. \nThat’s temporality.\n
  • API’s allow brands to extend themseves wherever their customers are, even if just for a moment. These three examples of apps are created specifically to enhance the time each a brand is already in their customers’ charge. \nThey don’t need to exist a day after that. \nThe point is that when companies leverage API’s they can shed these skins and redistribute all the content in these apps anywhere else their customers are, no mater how soon, how short or how expected that day may be. \nThat’s temporality.\n
  • API’s allow brands to extend themseves wherever their customers are, even if just for a moment. These three examples of apps are created specifically to enhance the time each a brand is already in their customers’ charge. \nThey don’t need to exist a day after that. \nThe point is that when companies leverage API’s they can shed these skins and redistribute all the content in these apps anywhere else their customers are, no mater how soon, how short or how expected that day may be. \nThat’s temporality.\n
  • Scweppes took the opportunity to leverage a time when Facebook was making rapid changes to users accounts, and became their customers’ resource on Facebook.\n
  • Scweppes took the opportunity to leverage a time when Facebook was making rapid changes to users accounts, and became their customers’ resource on Facebook.\n
  • Scweppes took the opportunity to leverage a time when Facebook was making rapid changes to users accounts, and became their customers’ resource on Facebook.\n
  • Scweppes took the opportunity to leverage a time when Facebook was making rapid changes to users accounts, and became their customers’ resource on Facebook.\n
  • Scweppes took the opportunity to leverage a time when Facebook was making rapid changes to users accounts, and became their customers’ resource on Facebook.\n
  • Companies from all over the world helped Project OpenMap leverage its existing resources to create a mapping application for volunteers on the ground in Haiti. (http://radar.oreilly.com/2010/01/haiti-osm-and-sat-imagery-for.html).\n\nGoogle launched its Japan Person Finder service just hours after the tsunami hit land.\n
  • Black Friday has found its place in between the rest of the year and the Holiday season - and that place seems to be nowhere near a store. Ironically, most of these apps detailing the savings at major retailers were actually sponsored by online affiliates or smaller Web retailers like ShopSaavy, SlickDeals and Decide.com.\n
  • Last year Old Spice created a multichannel campaign that leveraged Twitter’s API to send out messages to, as Isaiah Mustafa put it, 7 million people around the word.\n
  • Black Friday has found its place in between the rest of the year and the Holiday season - and that place seems to be nowhere near a store. Ironically, most of these apps detailing the savings at major retailers were actually sponsored by online affiliates or smaller Web retailers like ShopSaavy, SlickDeals and Decide.com.\n
  • In the thick of the Eurozone crisis, UK spread betting house CMC Markets announced a spread betting application allows iPhone users access to live prices and the capacity to trade on price movements of thousands of financial instruments including shares, indices, forex pairs and commodities.\n
  • Back in the US, the folks behind a temporality-based creative design concept called Urgent Genius called out apps and APIs as a key tenet of their philosophy. During the Academy Awards, they released this app called the Artistifier, which gave any video on Youtube a classic silent film treatment.\n
  • Schweppes took the opportunity to leverage a time when Facebook was making rapid changes to users accounts, and became their customers’ resource on Facebook.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
  • Nordstrom is a company that puts customer service above bells and whistles, but last year released an elegant mobile app for the holidays that has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.\n\nBest Buy, a company that relied on foot traffic for years, launched this app for the release of the film Despicable Me, which translated the language of the Minions for those who were in the know and had the app.\n
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  • Oren Michels MASHERY

    1. 1. Temporality & APIs Keys to Success in the Post-Website Era Oren Michels Co-Founder & CEO Mashery @michels
    2. 2. Mashery powers over 45,000 apps...
    3. 3. Mashery powers over 45,000 apps...
    4. 4. ...for over 150 brands Channel 43
    5. 5. The end of “Interneting”
    6. 6. Wherever, whenever
    7. 7. 2010: 6 Connected Devices/ Person Tablet Smartphone Gaming Desktop Console Connected TV Blu-Ray
    8. 8. 1 Trillion Connected Devices by 2013 2000 2010 Year
    9. 9. 1 Trillion Connected Devices by 2013 ? 2000 2010 Year
    10. 10. 143+ Connected Devices/ Person Tablet Smartphone Desktop Gaming Console Connected TV Blu-Ray
    11. 11. 143+ Connected Devices/ PersonToys Washing Machine Air Conditioner eReaders Subway Map Blood pressure monitor Vending Railway Schedule Alarm Machines Car Radio ClocksSubway Map Smartphone Tablet Remote Refrigerator Product Sensor Control POS Display Security BraceletSupply Chain Desktop GamingAirplane Entertainment Inventory Console Systems Bus Stop Car GPS Cameras Cash Register Connected TV Product Scanners Baby Monitor Blu-Ray Kiosk Store Dressing Watches Scale Room Dog Collars Postal Trucks Radios Mall Directory Scale sensorsPower Outlet Bus Stop Concert Trains Biometric Devices Turnstile Running Shoes Blackboards Toll Booth Delivery Vehicle Treadmill
    12. 12. Mobile vs. Portable
    13. 13. Repurposing theInternet is not the Answer
    14. 14. App-sized portions
    15. 15. Apps Grant Wishes
    16. 16. Apps Grant Wishes
    17. 17. UBER
    18. 18. UBER
    19. 19. SXSW 2011
    20. 20. SXSW 2012
    21. 21. SXSW 2012
    22. 22. SXSW 2012
    23. 23. Apps come from APIs
    24. 24. Image
    25. 25. Image Description
    26. 26. Ratings/Image Description Reviews
    27. 27. Ratings/ Update Account/Image Description Reviews Add to Queue
    28. 28. Ratings/ Update Account/Image Description Reviews Add to Queue
    29. 29. Ratings/ Update Account/Image Description Reviews Add to Queue
    30. 30. Ratings/ Update Account/Image Description Reviews Add to Queue
    31. 31. API Layer Ratings/ Update Account/Image Description Reviews Add to Queue
    32. 32. API Layer Ratings/ Update Account/Image Description Reviews Add to Queue
    33. 33. Wishes change
    34. 34. Context matters
    35. 35. Context matters
    36. 36. What is temporality?temporality [ˌtɛmpəәˈrælɪtɪ] n pl -ties 1. the state of existing within or having some relationship with time
    37. 37. Timely
    38. 38. Timely
    39. 39. Three Frequencies of Temporality
    40. 40. In the moment
    41. 41. In the moment
    42. 42. In the moment
    43. 43. In the moment
    44. 44. In the moment
    45. 45. In the moment
    46. 46. In the moment
    47. 47. Seasonal
    48. 48. Seasonal
    49. 49. Seasonal
    50. 50. Seasonal
    51. 51. Seasonal
    52. 52. Opportunistic
    53. 53. Opportunistic
    54. 54. Opportunistic
    55. 55. Opportunistic
    56. 56. Opportunistic
    57. 57. Opportunistic “We recognize customers are shopping in new and different ways and that they have a broader definition of service,” says a Nordstrom spokesman. “The new app is one of the many initiatives underway to try to make the shopping experience more convenient for the customer.”
    58. 58. Opportunistic “We recognize customers are shopping in new and different ways and that they have a broader definition of service,” says a Nordstrom spokesman. “The new app is one of the many initiatives underway to try to make the shopping experience more convenient for the customer.”
    59. 59. Opportunistic “We recognize customers are shopping in new and different ways and that they have a broader definition of service,” says a Nordstrom spokesman. “The new app is one of the many initiatives underway to try to make the shopping experience more convenient for the customer.”
    60. 60. Be where your customer iswith the appropriate context:location, time, and situation
    61. 61. Be where your customer iswith the appropriate context:location, time, and situation Grant a wish

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