UNDERSTANDING
THE NATURE OF
MOBILE
Creuna Digital Briefing 2010
Mobile Business Innovation
#DigitalBriefing
THE SPEAKERS
Fredrik:
+46 733 137 077
fredrik.hornsten@creuna.se
twitter.com/hornsten
Martin:
+46 733 113 172
martin.deino...
RETROSPECTION
WE ARE AT A
BREAKING POINT
PRINT
INFORMATION
PRINT
RADIO
REACH
PRINT
RADIO
RECORDINGS
FEELINGS
PRINT
RADIO
RECORDINGS
TELEVISION
ENTERTAINMENT
PRINT
RADIO
RECORDINGS
TELEVISION
INTERNET
ALL-IN-ONE
MOBILE
...is with us all the time
...reinvents interaction models
...uses built-in hardware features
...has built in perso...
THE FUTURE
IT DOES NOT END
HERE
MOBILE NOW
It is
with us all
the time
Let me
Google
that for
you!
Let
me
show
you!
Let me
suggest a
wine for
that fish?
Let me
find a
place
for
lunch!
It reinvents
interaction
models
It uses
built-in
hardware
features
Get the
best
price!
http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://w...
http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://w...
http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://w...
...or
Google
anything
with your
camera!
Track
your
run...
...or your
sleep cycle!
...or your
music!
It has
built in
personalization
The users
digital
ecosystem
Social hub!
Built in
payment
BEING MOBILE
WE ARE MOBILE
“THE BEST DEVICE
IS THE ONE YOU
HAVE WITH YOU”
“THE BEST DEVICE
IS THE ONE YOU
HAVE EASY ACCESS
TO”
“THE BEST DEVICE
IS THE ONE THAT IS
BEST FOR THE
TASK”
?
?
?
??
web
app
e-com
intranet
Desktop
Smartphone
Laptop
Slate
TV
Kiosk
The Context influence
Needs & Behaviors
wake up - check mail
read the news - breakfast
subway - Facebook
Google Docs - at work
on the way home - recipe on the sma...
OK... CONTEXT
IS PRESIDENT
BUT CONTENT
IS STILL KING
MOBILE STUFF
IS COOL BUT IN
THE END OF THE
DAY IT’S JUST
TECHNOLOGY
MOBILIZE
Source: Morgan Stanley
2007 2010 2013 2016
Desktop Internet UsersMobile Internet Users
Mobile will rule
them all by 2014!
Mobile first!
Gives you an easy start
Market is exploding
Extends your opportunities
Keeps you focused
Five
rules
to go
mobile
Simplicity
is God!1
Think about:
Mobile limitations provides focus - keep it that way!
Prioritize and don´t be afraid to skip features
Focus o...
Context is
president!2
Desktop
Smartphone
Laptop
Slate
TV
Kiosk
The Context influence
Needs & Behaviors
Think about:
Think user-goal not platform
Be focused, tie closely to a specific
context
Physical conditions like light, noi...
App or
web?
Don´t
choose!3
It´s all
about usage
0
12,5
25
37,5
50
Symbian Blackberry Apple Microsoft Android Other
Market share App download and usag...
...and web as
a long term
solution!
Think about:
Define Your Audience
Look at the downloading and usage pattern
Look at the ecosystem around the app
Always bui...
Users have
advanced
technology
- use it!
4
GPS
WIFI
Local
storage
Camera
Multitouch
Interface
VideoBackground
notifications
Accelerometer
Gyro
Sound
recording
Bluetoo...
Think about:
The different terminal sensors are your
connection to the physical world
Only do what can not be done with
usu...
Use users
existing
digital
ecosystem5
Think about:
Use the fact that the mobile is personalized
Build in connections to social networks
Use built in payment and...
THE SPEAKERS
Fredrik:
+46 733 137 077
fredrik.hornsten@creuna.se
twitter.com/hornsten
Martin:
+46 733 113 172
martin.deino...
UNDERSTANDING
THE NATURE OF
MOBILE
Creuna Digital Briefing 2010
Mobile Business Innovation
#DigitalBriefing
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
DIGITAL BRIEFING 2010 – Mobile Business Innovation
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DIGITAL BRIEFING 2010 – Mobile Business Innovation

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The term ‘mobile’ covers much more than just mobile telephones. It is both a physical and mental state that you as a leader must keep in mind when developing future products and services. Gain insight into what it means in reality to go mobile. Gain an understanding of different needs and desires for communication and interaction while on the go, and see what business opportunities the new communication landscape represents for your company.

Martin.Deinoff@creuna.se
VP Marketing and Business Development

Fredrik.Hornsten@creuna.se
Web strategist Creuna Sweden

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DIGITAL BRIEFING 2010 – Mobile Business Innovation

  1. 1. UNDERSTANDING THE NATURE OF MOBILE Creuna Digital Briefing 2010 Mobile Business Innovation #DigitalBriefing
  2. 2. THE SPEAKERS Fredrik: +46 733 137 077 fredrik.hornsten@creuna.se twitter.com/hornsten Martin: +46 733 113 172 martin.deinoff@creuna.se twitter.com/martindeinoff
  3. 3. RETROSPECTION
  4. 4. WE ARE AT A BREAKING POINT
  5. 5. PRINT INFORMATION
  6. 6. PRINT RADIO REACH
  7. 7. PRINT RADIO RECORDINGS FEELINGS
  8. 8. PRINT RADIO RECORDINGS TELEVISION ENTERTAINMENT
  9. 9. PRINT RADIO RECORDINGS TELEVISION INTERNET ALL-IN-ONE
  10. 10. MOBILE ...is with us all the time ...reinvents interaction models ...uses built-in hardware features ...has built in personalization PERSONAL
  11. 11. THE FUTURE IT DOES NOT END HERE
  12. 12. MOBILE NOW
  13. 13. It is with us all the time
  14. 14. Let me Google that for you!
  15. 15. Let me show you!
  16. 16. Let me suggest a wine for that fish?
  17. 17. Let me find a place for lunch!
  18. 18. It reinvents interaction models
  19. 19. It uses built-in hardware features
  20. 20. Get the best price!
  21. 21. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
  22. 22. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate
  23. 23. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate http://www.flickr.com/photos/qrable/3891459413/
  24. 24. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate http://www.flickr.com/photos/qrable/3891459413/
  25. 25. ...or Google anything with your camera!
  26. 26. Track your run...
  27. 27. ...or your sleep cycle!
  28. 28. ...or your music!
  29. 29. It has built in personalization
  30. 30. The users digital ecosystem
  31. 31. Social hub!
  32. 32. Built in payment
  33. 33. BEING MOBILE
  34. 34. WE ARE MOBILE
  35. 35. “THE BEST DEVICE IS THE ONE YOU HAVE WITH YOU”
  36. 36. “THE BEST DEVICE IS THE ONE YOU HAVE EASY ACCESS TO”
  37. 37. “THE BEST DEVICE IS THE ONE THAT IS BEST FOR THE TASK”
  38. 38. ? ? ? ?? web app e-com intranet
  39. 39. Desktop Smartphone Laptop Slate TV Kiosk The Context influence Needs & Behaviors
  40. 40. wake up - check mail read the news - breakfast subway - Facebook Google Docs - at work on the way home - recipe on the smartphone account balance - while shopping in the sofa - game + tv + music + webb +... MICRO TASKING
  41. 41. OK... CONTEXT IS PRESIDENT BUT CONTENT IS STILL KING
  42. 42. MOBILE STUFF IS COOL BUT IN THE END OF THE DAY IT’S JUST TECHNOLOGY
  43. 43. MOBILIZE
  44. 44. Source: Morgan Stanley 2007 2010 2013 2016 Desktop Internet UsersMobile Internet Users Mobile will rule them all by 2014!
  45. 45. Mobile first! Gives you an easy start Market is exploding Extends your opportunities Keeps you focused
  46. 46. Five rules to go mobile
  47. 47. Simplicity is God!1
  48. 48. Think about: Mobile limitations provides focus - keep it that way! Prioritize and don´t be afraid to skip features Focus on the users task and optimize for it
  49. 49. Context is president!2
  50. 50. Desktop Smartphone Laptop Slate TV Kiosk The Context influence Needs & Behaviors
  51. 51. Think about: Think user-goal not platform Be focused, tie closely to a specific context Physical conditions like light, noise and temperature Open API’s can do the work for you
  52. 52. App or web? Don´t choose!3
  53. 53. It´s all about usage 0 12,5 25 37,5 50 Symbian Blackberry Apple Microsoft Android Other Market share App download and usage % Gartner Q1 2010: Market Share AdMob Operating System Share, May 2010
  54. 54. ...and web as a long term solution!
  55. 55. Think about: Define Your Audience Look at the downloading and usage pattern Look at the ecosystem around the app Always build web for the long-run!!!
  56. 56. Users have advanced technology - use it! 4
  57. 57. GPS WIFI Local storage Camera Multitouch Interface VideoBackground notifications Accelerometer Gyro Sound recording Bluetooth RFID
  58. 58. Think about: The different terminal sensors are your connection to the physical world Only do what can not be done with usual means, remember the flaws Use the technology to extend your product The development can be costly, try to use mashups and do careful ROI
  59. 59. Use users existing digital ecosystem5
  60. 60. Think about: Use the fact that the mobile is personalized Build in connections to social networks Use built in payment and service systems
  61. 61. THE SPEAKERS Fredrik: +46 733 137 077 fredrik.hornsten@creuna.se twitter.com/hornsten Martin: +46 733 113 172 martin.deinoff@creuna.se twitter.com/martindeinoff
  62. 62. UNDERSTANDING THE NATURE OF MOBILE Creuna Digital Briefing 2010 Mobile Business Innovation #DigitalBriefing

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