Trends in mobile device use


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Hoxton or Lahore? What value can be derived studying trends in mobile device use. New from new or corruption of past generation handsets? Most of the slides from a recent talk.

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Trends in mobile device use

  1. 1. How do you predict usage trends for mobile devices? Global trends and what it all means for selling mobile phones in the UK Philip Slade 1 Monday, 4 October 2010 1
  2. 2. Easy, you study the cool kids to find out. 2 Monday, 4 October 2010 2
  3. 3. Actually it used to be easy. You found the coolest kids in London, Berlin etc, got them to use your new thing. Adapt new features around what the cool kids taught you. Get some actors who look a bit like the cool kids to show everyone else your new thing. But that’s such a European view 3 Monday, 4 October 2010 3
  4. 4. 22.5 Youth mobile market growth 2010 - 2012 15 7.5 0 USA + Europe Rest of World Graham Brown 2010 4 Monday, 4 October 2010 4
  5. 5. Innovations in the (mis)use of mobile devices is now better studied outside of Europe. Economic and social habits drive users in emerging mobile nations to adapt/corrupt/hack functions & use. At the forefront of such customisation of performance will always be that counties youth. Northern European high street retail culture blinkers, thoughts about how and, where a consumer buys a mobile device. Browsing, borrowing, hiring and purchasing can be easily de-coupled. Changing a handset or sim is now a social process. Purchasing airtime / data can be fromin any not via Government agencies) in any industry. (although general trusted brand, 5 Monday, 4 October 2010 5
  6. 6. Adolescents will always rebel against something Being the access point to any new communication & entertainment fits this role Low influence of a tech savvy older generation or historical mobile comms habits, helps. 6 Monday, 4 October 2010 6
  7. 7. GLOBAL CULTURAL BROADCAST Material avaricious Consumer media Human ‘work-around’ ability Business briefings Adolescents using mobile Trend spotters devices in emerging markets 7 Monday, 4 October 2010 7
  8. 8. What should we be studying? A couple of smart chaps in Hoxton with an AR app that finds cool bands at secret gigs or The 170 million Chinese youth who access the web via a mobile device including the significant number (inc. Government) who’ve worked out how to hack Google Flickr user dannie_800 8 Flickr user !!JJJJJJ Monday, 4 October 2010 8
  9. 9. Graham Brown 2010 In Kenya there are only 150 ATM’s but a 17000 M-PESA* agents * M-PESA (M for mobile, pesa is Swahili for money) is the product name of a mobile-phone based money transfer service whose initial concept and design was Kenyan and was later developed by Sagentia (later transferring to IBM in September 2009) for Vodafone. The development was initially sponsored by the UK- based Department for International Development (DFID) in 2003–2007 Joost Bonsen - blog 9 Monday, 4 October 2010 9
  10. 10. Graham Brown 2010 By 2012, one in five of the world’s mobile population will be living in India 100 million rural youth in India own mobiles They are actively using their device 5.5 hours a day, mainly listening to music 10 Monday, 4 October 2010 10
  11. 11. 67% of Filipino youth own a mobile phone compared to Desktop (19%) or MP3 player (17%) Graham Brown 2010 11 Monday, 4 October 2010 11
  12. 12. How do you predict usage trends for mobile devices? 12 Monday, 4 October 2010 12
  13. 13. Looking at trends from London to Lahore Boutique applications and Societal change niche audience needs and youthful rebellion Hacking of existing platforms in developing mobile nations 13 Monday, 4 October 2010 13
  14. 14. How do I charge my phone when I can’t access electricity right now and the connectors don’t fit either Smart phones preloaded with a total universe of apps, that only activate themselves depending on your; sex/mood/time of day/ location 14 Monday, 4 October 2010 14
  15. 15. What does this tell us about how a future mobile device should perform? 15 Monday, 4 October 2010 15
  16. 16. >> slide removed << 16 Monday, 4 October 2010 16
  17. 17. Always On All Access All Day Hackable Always on, Immediate start, Sim & data connection everywhere, Access to all information, applications and functions from device without download Joinable Minimum of 24 hour battery use Cultural specific hackability built in Tough Linked to other device (i.e Fridge/car/flatscreen) drives hybrid functions Withstands life in a dusty/cold/hot/damp pocket. Elegant device, clothed for the situation. Pretty Monday, 4 October 2010 17 17
  18. 18. Thanks, credits and links. Conjecture and linking the dots Philip Slade @piehead Mobile stats Admob Smart Phone data Mobile Youth Graham Brown Author & Director mobileYouth 18 Monday, 4 October 2010 18