MWG congres

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My presentation at MWG congress

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MWG congres

  1. 1. Hello..
  2. 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. 3. The Team Claire Boonstra - Managing Director Responsible for General Management and day to day operations Raimo van der Klein - Creative Director Responsible for Concept Development and creative & design input. Maarten Lens-FitzGerald - Marketing Director Responsible for Marketing, Communication and publishing
  4. 4. We are Mobile Service Architects
  5. 5. 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
  6. 6. 1. EXPERIMENT
  7. 7. Personal Opinion applicable to mobile market
  8. 8. Do not experiment!!!
  9. 9. What is your intention?
  10. 10. 2. OUR MOBILE INTENTIONS
  11. 11. ING Wegwijzer World’s first commercial Mobile Augmented Reality service
  12. 12. NOS Mobiel Next level “On Device Media Portal”
  13. 13. Olympics -Beijing World’s most advanced Mobile experience of the Olympics
  14. 14. Voedingscentrum National outdoor campaign with QR codes
  15. 15. World’s largest Mobile Monday (350+ participants per event) Mobile Monday Amsterdam
  16. 16. 3. THE MOBILE REVOLUTION Some of my findings at the edge of mobile
  17. 17. 1992
  18. 18. 2000 2008 1992 communication mobile internet contextual services
  19. 19. Contextual Services = Adaptive Services Designed around your situation.
  20. 20. Making services relevant Here and now!
  21. 21. Personal Mobile Context
  22. 22. 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
  23. 23. Change in Context triggers mobile usage State A State B =
  24. 24. ♥! ? Mobile happens around the “!”, the “?” and the ”♥“ Knowing what you want Sharing & Communicating Needing help
  25. 25. http://www.flickr.com/photos/skyshanghai/2400793508/ !♥ ?
  26. 26. 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
  27. 27. 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
  28. 28. zcapes situations are complex A certain situation exists of many elements: physical situation, social situation, location, time, mood, environment, movement, activity
  29. 29. zcapes situations connect us Many people get in the same situations. Sharing a situation gets us closer to eachother.
  30. 30. zcapes situations involve multiple parties Situations are often relevant for more than one party. Including: consumers, producers, advertisers, eventorganizers, retailers, etc.
  31. 31. Prerequisites for a contextual web:
  32. 32. 1. Contextual Segmentation of content
  33. 33. http://www.flickr.com/photos/zenzenok/12417299/ Can we imagine what information might be relevant for someone stuck at an airport?
  34. 34. Can we imagine what information might be relevant for someone going into the city at eleven?
  35. 35. Can we imagine what information might be relevant for someone going into the city at eleven? In the afternoon or at night?
  36. 36. Contextual Services = Adaptive Services Designed around your situation.
  37. 37. 2. Services designed for the individual
  38. 38. 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.
  39. 39. Fragmentation, fragmentation and fragmentation (many small services relevant for small groups of people in certain situations)
  40. 40. 4. OUR ANSWER
  41. 41. zcapesPicture: Marco Ophof Zcapes is a mini blog platform on your mobile. Anyone can make a Zcape for free for any object or event. Zcapes helps you not to miss a thing.
  42. 42. Location searchActivity stream DWDD zcape
  43. 43. mwgcongres.zcapes.com
  44. 44. Raimo van der Klein raimo@sprxmobile.com www.sprxmobile.com 13th of February 2009 http://www.flickr.com/photos/parvenu/2477228814/sizes/o/ SMS “SPRXMWG [spatie] emailadres” naar 2002

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