Mobile Trends & Innovations: What Your Business Needs To Know <br />3/9/2011<br />1<br />Doug Brashear<br />
Introducing…<br />Doug Brashear, Director of the NavigationArts Mobile Practice <br />3/9/2011<br />2<br /> NavigationArts...
Agenda<br />3/9/2011<br />3<br /><ul><li>The Mobile Landscape
Mobile for Your Organization
Mobile User Experience Trends
What’s Ahead</li></li></ul><li>3/9/2011<br />4<br />Mobile Landscape<br />
3/9/2011<br />5<br />Mobile as Part of a Multi-channel Marketing Strategy<br />
3/9/2011<br />6<br />How Far Have We Come?<br />
3/9/2011<br />7<br />Since Q4 2010, Smartphones + Tablets > Total PC Shipments<br />Source: Morgan Stanley Research via Ma...
3/9/2011<br />8<br />Global Mobile Internet Use to Surpass Desktop Use<br />Source: Morgan Stanley Research, Mary Meeker, ...
3/9/2011<br />9<br />Clear Contenders for Smartphone Market Share<br />
3/9/2011<br />10<br />Average User Day Involves Many Mobile Activities <br />Source: AppsFire (1/11)  via Mary Meeker & Ma...
3/9/2011<br />11<br />Mobile for Your Organization<br />
3/9/2011<br />12<br />Is Mobile Right for My Organization?<br />
3/9/2011<br />13<br />What are my options?<br />
The Pathway to “Mobile Maturity”<br />3/9/2011<br />14<br />
3/9/2011<br />15<br />Where do I start?<br />
How long do mobile projects take?<br />3/9/2011<br />16<br />
What makes mobile projects different?<br />3/9/2011<br />17<br />
3/9/2011<br />18<br />Current Mobile UX Trends<br />
3/9/2011<br />19<br />Why Focus on Mobile Trends?<br /><ul><li>Instant intuitiveness comes from using known patterns
Trends are often universal
Can be industry- and domain-specific
Technology innovation drives the user experience
UX is a sustainable competitive advantage</li></li></ul><li>3/9/2011<br />20<br />Data in the Cloud<br /><ul><li>Cloud = d...
Enabled by better/faster network access
Any time, any device access
Many involve retaining the data locally as well
Privacy, data ownership and security concerns</li></li></ul><li>3/9/2011<br />21<br />Location Awareness<br /><ul><li>Wher...
Dedicated map apps & mobile sites
Location awareness in many other types of apps
GPS data access from within browser
Initial granting of permission</li></li></ul><li>3/9/2011<br />22<br />Peer-to-Peer Audio & Video<br /><ul><li>Initially l...
Voice messaging
Video conferencing (FaceTime, Skype, Fring)</li></li></ul><li>3/9/2011<br />23<br />Picture-as-Proof<br /><ul><li>Check de...
Shopping by image (Amazon)
Searching by image (Google Goggles)</li></li></ul><li>3/9/2011<br />24<br />UPC/Barcode and 2D Code Scanning<br /><ul><li>...
QR scanning (various)
Difference between scope of UPC vs. QR scan results</li></li></ul><li>3/9/2011<br />25<br />Payments<br /><ul><li>In-app (...
Mobile webpage “side-steps” for apps (e.g. AARP)
3rd Party services (e.g. PayPal, Amazon Payments)
Accessory-assisted (Square, Incase card reader)
Soon: NFC</li></li></ul><li>3/9/2011<br />26<br />Media Shifting<br /><ul><li>Corded or cordless
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Mobile Trends & Innovations: What Your Business Needs To Know

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  • At the end of this we want you to understand that mobile can’t be ignored, a range of possible solutions exists, and there are many opportunities for crafting engaging user experiences
  • Add visual
  • Users being able to interact with your brand or organization where they are, when they are, via a highly portable device (and its related accessories)
  • The usable mobile web has existed for around 10 yearsPre-2005 devices were very limited in their capabilities, and the user experience sufferedBlackberry devices and the Palm/Handspring Treo were some of the first true smartphones (in the US, at least)…limited by the software available and mobile-viewable web contentJan. 2007 launch of the iPhone, and subsequent Apple innovations, represented a “watershed moment” for mobileiPhone (and its imitators) so successful, among other reasons, because of the user experience
  • Why is mobile so important? Now, more than ever – as demonstrated by this graph – businesses need to not only think about mobile but also spring to action or otherwise miss out. The opportunities in mobile are great… since the fourth quarter of 2010, the number of smartphones and tablets are greater than the total personal computer purchases.
  • Your desktop website may become less relevant than your mobile offerings
  • Increase in 3G/4G subscribers as well as the unlimited data plan subscribers (Deleted this slide – too many charts)
  • Already seen the staggering stats around global adoption of mobile technologies…BUT…what about from a business’ perspective?
  • Mobile ecosystemAvoid “putting all your eggs in one basket”Multiple mobile solutions should be leveraged to give users the best, most focused experience at any given timeAn ecosystem of multiple complementary mobile offerings can be one way of accommodating the disparate needs of global customersNot every user will need/use every offeringPurpose-specific solutions help to prevent “feature bloat” and keep each solution focused and simpleThe ecosystem needs to be envisioned at the start to ensure that connections are “stubbed out” (figuratively speaking)
  • Some recommendations push an app focus, others stress the mobile web (consider the source of the information)Generally speaking, significant use of apps and the mobile webDo what is best for yourorganization, budget and timeframe
  • User engagement/experience vs. TTM
  • speak to the most important part… “mobile considerations: context, features, device capabilities, interactions”User: the need, the motivation, the mood, ageContext: culture, security, transportation, location, taskDevice: usability, connectivity, performance, available memorySoftware: usability, content support, functionality, simplicityConnection: availability, cost, speed trustContents: value, discovery, immediacy, usability
  • Define “UX” as user experience
  • Trends are universal not specifically identified as phone and/or tablet, but most are common to both
  • Cloud = data exists and processing done elsewhereIncreased network coverage means users are more accepting of data not residing solely on the deviceAccess from anywhere, any device, any time a big plusMany cloud-based services (e.g. PIM, email, social networking)Many involve having local copies that are automatically sync’d with the cloud (e.g. Dropbox)HTML5, for example, is necessary for enabling caching on the handset, so that users will experience uninterrupted service levels despite fluctuations in network service delivery. 4G mobile networks, like LTE and WiMAX, are fundamental for supporting large-scale mobile cloud deployment. Mobile cloud computing can give mobile device users a number of advantages. Company users are able to share resources and applications without a high level of capital expenditure on hardware and software resources. Due to the nature of cloud applications, users do not need to have highly technical hardware to use applications as complex computing operations are run within the cloud. This lessens the cost of mobile computing to the client. End users will see a plethora of unique features enhancing their phones because of mobile cloud computing. A few examples of such applications can be seen to emerge such as applications that give users the ability to watch home security systems and others which allow users to create location based social networks.
  • Dedicated map apps &amp; mobile sites (Google, MapQuest, Apple?)Location awareness within many other types of appsMap applications Phone-based GPS (TomTom, Garmin &amp; free)GPS data access from within browser For iOS apps (at least), initial permission to use location requiredIn mobile Safari, permission required per location request
  • Deleted Financial Management &amp; Banking Slide – too repetitious… feel free to mention these examples with Picture-As-Proof trend:Need for service may overcome the need for high-quality experiences (e.g. Bank of America)Can be very different between industrial vs. developing nationsCommon consumer account servicesPortfolio management &amp; trading (eTrade, Fidelity)Mobile webpage “side-steps” for apps with eCommerce
  • …and the interfaces that make it happen (need to visually indicate a hardware “handshake”)Commonly done via Bluetooth or wi-fiSingle device, multiple screens (e.g. Sony LiveView “microdisplay” for Android phones)One-way vs. two-way interaction (e.g. AVRCP)Apple has restricted access to the Bluetooth stack, though wi-fi is an alternative (e.g. eWallet sync’ing of secured information)
  • In-app or in-siteAdMob (and other) bannersiAd (though not as popular as anticipated)Audio ads (e.g. Pandora, other streaming radio)Video ads (e.g. Pandora, Vevo)General SMSProximity advertising using SMS and Bluetooth
  • A little ahead of its timeAR networks not sufficiently populated with content to be universally usefulData and service quality issuesStill, something to watch, especially given importance of location and geographic wayfinding for travel, lodging &amp; related services
  • Consider the adoption of Bluetooth, for example: delayed by the changing standards, the willingness of manufacturers to embrace it and consumers to purchase products…now, it’s everywhereThe adoption timeline is getting faster because of the critical mass around mobile technology and other factorsIncreased adoption provides more incentive for manufacturers to innovateWith each innovation in hardware or communications technology there is generally a user experience accompanying it (e.g. for configuring related settings, for utilizing the technology, or impacts to the capabilities of software utilizing the technology)
  • Compared to the history of personal computing, mobile (and most importantly the new, post iPhone launch of mobile) is relatively new Mobile user experience paradigms still require significant labeling/”signage” to indicate interactivity to usersAs mobile paradigms become accepted patterns, less labeling and explicit guidance will be needed
  • Digital publishing on touch devices brings new capabilitiesInteractivity is popping up in places not expected by usersPopular Science magazine app, Alice in Wonderland iBook
  • GPS signals cannot penetrate well into buildings, certainly cannot recognize the floor you’re onA-GPS (cell tower triangulation) too inaccurate to be useful in interior spacesWi-fi based system (Awiloc) successfully implemented at Fraunhofer IIS and other locationshttp://bit.ly/hSlvvxhttp://engt.co/e9bZSKShopKick’s proprietary systemhttp://bit.ly/bLYDu8Possible side-use of NFC chip sensing
  • Apple will likely replace 3rd party apps/services with their own when there is a perceived competitive risk (e.g. Google rolling out advanced map features like 3D maps, free voice navigation and embedded Latitude features to Android-only) Apple job postings point to internal efforts around mapshttp://bit.ly/gUF9UlApple patent on iOS-based travel-related apphttp://bit.ly/bXySP1Reminiscent of supply chain synergies seen in other industries
  • Forget what you thought you knew: mobile is a new space, and failed modes of interaction from the past should not be instantly dismissed…for example:Tablets failed before Apple released the iPadBefore Kayak nobody used “sliders”“Walled garden” mobile web experiences were disliked by mobile web users before pinch/zoom browsers, because they were seen as limitingDon’t be afraid to try things, test early and often, and embrace the feedback/ratings you’ll get from your users (as responding to it is yet another example of how you care about them)Leverage known data structures &amp; interaction patterns where appropriate and refine from thereUnless there’s a value-add, avoid features that users have easier access to in focused apps or are standard for the OS
  • QUESTIONS
  • Mobile Trends & Innovations: What Your Business Needs To Know

    1. 1. Mobile Trends & Innovations: What Your Business Needs To Know <br />3/9/2011<br />1<br />Doug Brashear<br />
    2. 2. Introducing…<br />Doug Brashear, Director of the NavigationArts Mobile Practice <br />3/9/2011<br />2<br /> NavigationArts is a professional consulting firm providing expert services in web, application design, and development. We apply the strategies and tools of user experience design to optimize the usability and value of our clients’ online and mobile enterprises.<br /> If you have a question during the webinar, feel free to use the GoToWebinar question feature or tweet your question with hash tag #NAM (NavigationArts Mobile)<br />
    3. 3. Agenda<br />3/9/2011<br />3<br /><ul><li>The Mobile Landscape
    4. 4. Mobile for Your Organization
    5. 5. Mobile User Experience Trends
    6. 6. What’s Ahead</li></li></ul><li>3/9/2011<br />4<br />Mobile Landscape<br />
    7. 7. 3/9/2011<br />5<br />Mobile as Part of a Multi-channel Marketing Strategy<br />
    8. 8. 3/9/2011<br />6<br />How Far Have We Come?<br />
    9. 9. 3/9/2011<br />7<br />Since Q4 2010, Smartphones + Tablets > Total PC Shipments<br />Source: Morgan Stanley Research via Mary Meeker & Matt Murphy, KPCB, Feb. 2011<br />
    10. 10. 3/9/2011<br />8<br />Global Mobile Internet Use to Surpass Desktop Use<br />Source: Morgan Stanley Research, Mary Meeker, Feb. 2010<br />
    11. 11. 3/9/2011<br />9<br />Clear Contenders for Smartphone Market Share<br />
    12. 12. 3/9/2011<br />10<br />Average User Day Involves Many Mobile Activities <br />Source: AppsFire (1/11) via Mary Meeker & Matt Murphy, KPCB, Feb. 2011<br />
    13. 13. 3/9/2011<br />11<br />Mobile for Your Organization<br />
    14. 14. 3/9/2011<br />12<br />Is Mobile Right for My Organization?<br />
    15. 15. 3/9/2011<br />13<br />What are my options?<br />
    16. 16. The Pathway to “Mobile Maturity”<br />3/9/2011<br />14<br />
    17. 17. 3/9/2011<br />15<br />Where do I start?<br />
    18. 18. How long do mobile projects take?<br />3/9/2011<br />16<br />
    19. 19. What makes mobile projects different?<br />3/9/2011<br />17<br />
    20. 20. 3/9/2011<br />18<br />Current Mobile UX Trends<br />
    21. 21. 3/9/2011<br />19<br />Why Focus on Mobile Trends?<br /><ul><li>Instant intuitiveness comes from using known patterns
    22. 22. Trends are often universal
    23. 23. Can be industry- and domain-specific
    24. 24. Technology innovation drives the user experience
    25. 25. UX is a sustainable competitive advantage</li></li></ul><li>3/9/2011<br />20<br />Data in the Cloud<br /><ul><li>Cloud = data exists and is processed elsewhere
    26. 26. Enabled by better/faster network access
    27. 27. Any time, any device access
    28. 28. Many involve retaining the data locally as well
    29. 29. Privacy, data ownership and security concerns</li></li></ul><li>3/9/2011<br />21<br />Location Awareness<br /><ul><li>Where you are, where others are
    30. 30. Dedicated map apps & mobile sites
    31. 31. Location awareness in many other types of apps
    32. 32. GPS data access from within browser
    33. 33. Initial granting of permission</li></li></ul><li>3/9/2011<br />22<br />Peer-to-Peer Audio & Video<br /><ul><li>Initially limited to video MMS; now…
    34. 34. Voice messaging
    35. 35. Video conferencing (FaceTime, Skype, Fring)</li></li></ul><li>3/9/2011<br />23<br />Picture-as-Proof<br /><ul><li>Check deposits
    36. 36. Shopping by image (Amazon)
    37. 37. Searching by image (Google Goggles)</li></li></ul><li>3/9/2011<br />24<br />UPC/Barcode and 2D Code Scanning<br /><ul><li>UPC (e.g. Red Laser, Amazon)
    38. 38. QR scanning (various)
    39. 39. Difference between scope of UPC vs. QR scan results</li></li></ul><li>3/9/2011<br />25<br />Payments<br /><ul><li>In-app (one or more “cuts” of the take may occur)
    40. 40. Mobile webpage “side-steps” for apps (e.g. AARP)
    41. 41. 3rd Party services (e.g. PayPal, Amazon Payments)
    42. 42. Accessory-assisted (Square, Incase card reader)
    43. 43. Soon: NFC</li></li></ul><li>3/9/2011<br />26<br />Media Shifting<br /><ul><li>Corded or cordless
    44. 44. One device acting as the storage, another used to consume the content (e.g. set-top box streamed to device like Sling)
    45. 45. For video-out from iOS, needs to be supported by the app</li></li></ul><li>3/9/2011<br />27<br />On-Demand Video<br /><ul><li>Found in more apps than you’d expect
    46. 46. Available from nearly every major terrestrial video provider & MORE</li></li></ul><li>3/9/2011<br />28<br />Personal Area Networks (PANs) & Device Connectivity<br /><ul><li>…and the interfaces that make it happen
    47. 47. Commonly done via Bluetooth or Wi-Fi
    48. 48. Single device, multiple screens
    49. 49. One-way vs. two-way interaction </li></li></ul><li>3/9/2011<br />29<br />Advertising Opportunities<br /><ul><li>Banners
    50. 50. Interstitials
    51. 51. In-stream
    52. 52. Interactive
    53. 53. SMS / MMS
    54. 54. Proximity</li></li></ul><li>3/9/2011<br />30<br />Augmented Reality (AR)<br /><ul><li>A little ahead of its time
    55. 55. Content population varies
    56. 56. No real data structure standards right now
    57. 57. Data and service quality issues
    58. 58. Still, something to watch</li></li></ul><li>3/9/2011<br />31<br />What’s Ahead<br />
    59. 59. 3/9/2011<br />32<br />UX trends often follow technology adoption<br /><ul><li>Example: release vs. widespread adoption of Bluetooth
    60. 60. Adoption timeline accelerating
    61. 61. Increased adoption = more incentive for manufacturers
    62. 62. Each hardware innovation -> user experience for it</li></li></ul><li>3/9/2011<br />33<br />Increasing Intuitiveness of Mobile Paradigms<br /><ul><li>“Affordance”
    63. 63. iPhone ships without a manual
    64. 64. Self-discovery
    65. 65. Future: reduced need for labeling for accepted patterns</li></li></ul><li>3/9/2011<br />34<br />Interactivity in Unexpected Places<br /><ul><li>Interactivity is popping up in places not expected by users
    66. 66. Popular Science magazine app, Alice in Wonderland iBook</li></li></ul><li>3/9/2011<br />35<br />Continued Integration of Social Networking<br /><ul><li>Continued in-app integration
    67. 67. Interlinking and consolidation of disparate services (e.g. Google’s 2011 strategic goals: SoLoMo)
    68. 68. Forrester comments: more from big players & greater integration, with new entrants will struggle to gain traction</li></ul>Leading Brands &Mobile Offerings<br />+<br />
    69. 69. 3/9/2011<br />36<br />Interior Location Awareness<br /><ul><li>Accurate GPS reception difficult
    70. 70. A-GPS (cell tower triangulation) too inaccurate
    71. 71. Wi-fi based system (Awiloc)http://bit.ly/hSlvvxhttp://engt.co/e9bZSK
    72. 72. ShopKick’sproprietary systemhttp://bit.ly/bLYDu8
    73. 73. Side-use of NFC chip sensing?</li></li></ul><li>3/9/2011<br />37<br />Apple Maps & iTravel?<br /><ul><li>Apple will likely replace 3rd party apps/services with their own
    74. 74. Apple job postings point to internal efforts around mapshttp://bit.ly/gUF9Ul
    75. 75. Apple patent on iOS-based travel-related apphttp://bit.ly/bXySP1</li></li></ul><li>3/9/2011<br />38<br />Wearable Computing<br /><ul><li>Don’t laugh
    76. 76. Apple hired a pre-eminent wearable computing expert in March 2010http://nyti.ms/abV4p9</li></ul>AR Data Source<br />At-a-Glance Display<br />Recognition of Movements<br />=<br />+<br />+<br />Microsoft Kinect<br />Yelp Monocle<br />Virtual Retinal Display (VRD)<br />
    77. 77. 3/9/2011<br />39<br />
    78. 78. 3/9/2011<br />40<br />Some Final Thoughts<br />
    79. 79. 3/9/2011<br />41<br />In Closing<br /><ul><li>Mobile is a new channel
    80. 80. Mobile requires an ongoing commitment
    81. 81. Forget what you thought you knew
    82. 82. Don’t be afraid to try things
    83. 83. Test early and often
    84. 84. Embrace the feedback/ratings
    85. 85. Avoid duplicating native functionality with a value-add</li></li></ul><li>3/9/2011<br />42<br />=<br />
    86. 86. Thank You!<br />Contact us:<br />Doug Brashear:<br />dbrashear@navigationarts.com<br />Speak with one of our business consultants:<br />703.584.8935<br />Sales@navigationarts.com<br />Connect with us:<br />Follow us on Twitter: @NavigationArts<br />Like us on Facebook<br />Subscribe to our monthly Insight newsletter: http://www.navigationarts.com/newsletter<br />3/9/2011<br />43<br />

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