Open mobile summit 2010: Opening the UI

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Presentation held at Open Mobile Summit in London. Subject is how the openOS changed the world of mobile and how new opportunities arise for MNOs and that there will be commoditization of OEMs.

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  • since the creation of GSM we have had a constant, not always creative, tug of war between MNOs and handset manufacturers around the UI and device experience.
    - apple taught the market and created the app behaviour
    - google released a mature and free platform
  • since 2007 with the entry of Apple and Google, applications, services, and advanced content has become the new focus of the industry and shifted the focus and power of the industry. not to the new players, but to those who deliver the best content and experience.
  • Opportunity for MNOs to expose their own services, by owning the UI - first screen. But to avoid the consumer anger of 2007, MNOs have to value add - not constrain and control.
  • Opportunity for MNOs to expose their own services, by owning the UI - first screen. But to avoid the consumer anger of 2007, MNOs have to value add - not constrain and control.
  • Opportunity for MNOs to expose their own services, by owning the UI - first screen. But to avoid the consumer anger of 2007, MNOs have to value add - not constrain and control.
  • Opportunity for MNOs to expose their own services, by owning the UI - first screen. But to avoid the consumer anger of 2007, MNOs have to value add - not constrain and control.
  • Opportunity for MNOs to expose their own services, by owning the UI - first screen. But to avoid the consumer anger of 2007, MNOs have to value add - not constrain and control.
  • Opportunity for MNOs to expose their own services, by owning the UI - first screen. But to avoid the consumer anger of 2007, MNOs have to value add - not constrain and control.
  • Service compliance => commoditization as the market becomes more of a PC market.
  • android dellifies the market. which is scary for OEMs with higher ambitions, becauce DELL is happy to be DELL of Mobile, as well as ASUS, Acer, ... So what should a Sony Ericsson, Motorola, Samsung, LGE, and Nokia do?
  • “separate form from function”
  • where is UI-innovation going?
  • where is UI-innovation going?
  • where is UI-innovation going?
  • industrial design & formfactor
  • formfactor + screen
  • screen
  • sensor
  • sensor + screen


  • Open mobile summit 2010: Opening the UI

    1. 1. Open Mobile Summit, London, 2010-05-27 OPENING THE UI HOW THE OPEN OS HAS CHANGED THE GAME Hampus Jakobsson (@hajak) Co-Founder, TAT (@TATmobileUI)
    2. 2. A CONSTANT TUG OF WAR www.tat.se @TATmobileUI
    3. 3. A SHIFT OF FOCUS W FT ER PO H I OF S A www.tat.se @TATmobileUI
    4. 4. www.tat.se/home
    5. 5. www.tat.se/home
    6. 6. www.tat.se/home
    7. 7. www.tat.se/home
    8. 8. www.tat.se/home
    9. 9. www.tat.se/home
    10. 10. www.tat.se/home
    11. 11. RISK OF COMMODITIZATION www.tat.se @TATmobileUI
    12. 12. WHY? www.tat.se @TATmobileUI
    13. 13. HANDSET MANUFACTURERS SHOULD BECOME USER INTERFACE COMPANIES www.tat.se @TATmobileUI
    14. 14. THREE WAYS TO AVOID COMMODITIZATION AND KEEP COMPLIANCE www.tat.se @TATmobileUI 8
    15. 15. THREE WAYS TO AVOID COMMODITIZATION AND KEEP COMPLIANCE 1.Formfactors www.tat.se @TATmobileUI 8
    16. 16. THREE WAYS TO AVOID COMMODITIZATION AND KEEP COMPLIANCE 1.Formfactors 2.Screens www.tat.se @TATmobileUI 8
    17. 17. THREE WAYS TO AVOID COMMODITIZATION AND KEEP COMPLIANCE 1.Formfactors 2.Screens 3.Sensors www.tat.se @TATmobileUI 8
    18. 18. THEN NOW www.tat.se @TATmobileUI 9
    19. 19. DUAL DRIFT Muliple linked touchsceens www.youtube.com/TATmobileUI
    20. 20. SPINACH 3D and stereoscopics www.youtube.com/TATmobileUI
    21. 21. FUSE Sensor input www.youtube.com/TATmobileUI
    22. 22. PROJECTO Projector and cameras www.youtube.com/TATmobileUI
    23. 23. SUMMARY & OWN THE EXPERIENCE ORCHESTRATE INNOVATION OR BECOME ENABLERS www.tat.se @TATmobileUI
    24. 24. youtube.com/ for more inspiration TATmobileUI Hampus Jakobsson | Co-Founder, TAT |@TATmobileUI www.tat.se hampus@tat.se | twitter: @hajak

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