Contextual Services in Mobile

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My presentation I gave at Marketing Pioneers event

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Contextual Services in Mobile

  1. Hello..
  2. I am a pioneer Pioneer in Retail Pioneer in Mobile Networks Pioneer in Mobile Phone Distribution Pioneer in Mobile Social Networking Pioneer in Mobile Networking Events Pioneer in Mobile Services Pioneer in Contextual Services startup
  3. Strategic Creative Consultancy specialised in Mobile Services
  4. sprxmobile team Claire Boonstra - Managing Director Responsible for General Management and day to day operations Raimo van der Klein - Creative Director Responsible for Concept Development, creative & design input. Maarten Lens-FitzGerald - Marketing Director Responsible for Marketing, Communication and publishing
  5. We are Mobile Service Architects
  6. We design around personal context..
  7. Technology Design Vendor selection Mobile Advertising Interaction DesignService Design Partnerships Mobile Awareness Mobile Inspiration Mobile Marketing Mobile Thinktank Business Models Communities Concept Development Contact & Interaction Strategy & Vision Mobile Service Architecture
  8. The Mobile Revolution my findings at the edge of mobile
  9. 1992
  10. 2000 2008 1992 communication mobile internet contextual services
  11. Contextual Services = Services designed around your situation.
  12. see hear feel taste smell
  13. see hear feel taste smell information of a situation
  14. see hear feel taste smell information of a situation we don’t know half of it
  15. Personal Mobile Context
  16. Activities (what) Environment Social (who) Spatio - Temporal (where/when) Mental Physiological People nearby Buddyfinder Weather Rain prediction NFC / RFID Roomware Navigation Track & Trace Geofencing Me Virtual me Emomapping Social Networks Flickr comments (Social Backchannel) Accelerometer Nokia Sportstracker Stepcounter Heartrate Education Beliefs Experiences Twitter Presence Agenda Personal Mobile Context
  17. Change in Context triggers mobile usage State A State B =
  18. http://www.flickr.com/photos/skyshanghai/2400793508/ !♥ ?
  19. ♥! ? Mobile happens around the “!”, the “?” and the ”♥“ Knowing what you want Connecting & sharing Needing help
  20. Getting ready for battle Feasting, Sexing & Primping Returning back to Camp Protecting yourself from the future 7.00 9.00 17.00 22.00 0.00 Rituals & Mobile moments Inspired by BBDO
  21. Getting ready for battle Feasting, Sexing & Primping Returning back to Camp Protecting yourself from the future Check Check Check Check Check 7.00 9.00 17.00 22.00 0.00 Rituals & Mobile moments Inspired by BBDO
  22. Contextual Services = Services Designed around your situation.
  23. Prerequisites for a contextual web:
  24. 1. Content 2. Need fullfillment process 3. Services
  25. 1. Contextual Segmentation of content
  26. http://www.flickr.com/photos/zenzenok/12417299/ Can we imagine what information might be relevant for someone stuck at an airport?
  27. Can we imagine what information might be relevant for someone going into the city at eleven?
  28. Can we imagine what information might be relevant for someone going into the city at eleven? In the afternoon or at night?
  29. 2. Changed ways in Need Fulfillment
  30. context specific need relevant information . Fulfillment process PHYSICAL WORLD VIRTUAL WORLD
  31. context specific need relevant information . Fulfillment process Now Get your fulfillment ‘ smart’ tools PHYSICAL WORLD VIRTUAL WORLD
  32. context specific need relevant information . Fulfillment process Automated fulfillment Now Future Get your fulfillment ‘ smart’ tools ‘ smart’ tools PHYSICAL WORLD VIRTUAL WORLD
  33. context specific need relevant information . Fulfillment process Automated fulfillment Now Next Future Contextual marketplaces Get your fulfillment ‘ smart’ tools ‘ smart’ tools PHYSICAL WORLD VIRTUAL WORLD
  34. zcapes YOU are a fisherman off the coast of northern Kerala, a region in the south of India. Visiting your usual fishing ground, you bring in an unusually good catch of sardines. That means other fishermen in the area will probably have done well too, so there will be plenty of supply at the local beach market: prices will be low, and you may not even be able to sell your catch. Should you head for the usual market anyway, or should you go down the coast in the hope that fishermen in that area will not have done so well and your fish will fetch a better price? If you make the wrong choice you cannot visit another market because fuel is costly and each market is open for only a couple of hours before dawn—and it takes that long for your boat to putter from one to the next. Since fish are perishable, any that cannot be sold will have to be dumped into the sea.
  35. 3. Services designed for the individual
  36. Minimuni If you live exactly 6 minutes from Sunset Tunnel East Portal, 8 minutes from Duboce and Church, and 10 minutes from Church Station you may find it useful too.
  37. Fragmentation, fragmentation and fragmentation (many small services relevant for small groups of people in certain situations)
  38. zcapes Soo..what’s the situation?
  39. Thank You! Raimo van der Klein raimo@sprxmobile.com www.sprxmobile.com 11th of December 2008 http://www.flickr.com/photos/parvenu/2477228814/sizes/o/

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