Future Mobile Landscapes

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Presentation on the future of mobile landscapes, discussing the impact of increasing technology fragmentation, interaction design concerns, and new initiatives that may help to achieve greater convergence.

Thanks to Sheen Yap and Joe Purves for slides and inspiration.

Published in: Design, Technology, Business

Future Mobile Landscapes

  1. 1. Sunday, 30 November 2008 1 [I
work
at
3]
  2. 2. Sunday, 30 November 2008 2 So
before
we
get
started,
yes,
I
work
for
the
company
that
DOESN’T
have
the
iPhone.
Yes
I
do
know
when
we
are
getting
it,
and
no
I
can’t
tell
 you.
  3. 3. Copycats Sunday, 30 November 2008 3 In the meantime, we have some great new handsets....
  4. 4. Sunday, 30 November 2008 4 And for the rest, umm, oh well.
  5. 5. 1 September 2008 Mobile Design Challenges: or the 1,000 piece jigsaw puzzle Dr. Rod Farmer, Senior Manager, User Experience and Creative Services, 3 Mobile Australia Sunday, 30 November 2008 5 Good
afternoon,
my
name
is
Rod
Farmer
and
I
work
for
the
only
carrier
in
Australia
without
the
i‐Phone.
Before
anyone
asks,
no
I
don’t
know
 when
we
are
getting
it. I’d
like
to
talk
to
you
today
about
some
of
my
evolving
thoughts
on
building
and
managing
UX
teams.
I’d
love
to
hear
your
own
thoughts,
as
this
 is
an
area
of
UX
that
doesn’t
get
all
that
much
discussion.
  6. 6. Sunday, 30 November 2008 6 Senior Manager, UX+CS. I joined 3 12 months ago having worked at Telstra in mobile user experience. Prior to that, well, I hung out here a lot :-) Currently I’m responsible for tactical and strategic direction for mobile, devices, applications, online and self-service. I’ve also recently started leading company wide process reforms and chair UX panel between UK and AU. For those of you who already know me, you’ll attest to the fact that I am passionate about User Experience. More precisely, I am absolutely driven by our ability, as a discipline, to significantly improve people’s lives. I work for Telco’s because I see mobile technology as being the most powerful and accessible means of achieving this outcome.
  7. 7. Sunday, 30 November 2008 7 I
love
working
for
3
because
we
see
ourselves
and
our
customers
as
unique
–
and
it’s
this
 unique
approach
that
has
helped
us
get
to
where
we
are
today.
We
are
the
fastest
growing
 Telco,
recognised
as
industry
innovators,
and
constantly
challenge
what
it
means
to
provide
 great
mobile
experiences.
We’re
not
afraid
to
be
different,
in
fact,
we
embrace
it.
  8. 8. quot;Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people on this planet who still don't have access to the Internet. And we think mobile presents the biggest opportunity to get them on the Internet.“ Chris Sacca, former head of special initiatives at Google late 2007 Page Sunday, 30 November 2008 8 •So mobile really does represent an amazing opportunity to create meaningful experiences in people’s lives. •And this is the challenge I think most businesses are starting to realise.....
  9. 9. Mobile Subscriptions Sunday, 30 November 2008 3.3 billion in 2008 9
  10. 10. People the accessing Web UK » 5.7 million from Mobile » 30 million from PC US » 30 million from a Mobile » 176 million from a PC Sunday, 30 November 2008 1/5 Mobile Web Audience 10
  11. 11. Notre Dame de Paris…. …not just about the architecture Sunday, 30 November 2008 11
  12. 12. Not just about the content Sunday, 30 November 2008 12
  13. 13. ……Not just about navigating from A to B Sunday, 30 November 2008 13
  14. 14. ….not just about successfully completing goals Sunday, 30 November 2008 14
  15. 15. Experience is beyond good service. Good experiences are: remembered, savored, recounted, publicised, souvenir-ed, replicated It’s more about the sensations that people get from using service. Sometimes that is what people come for and pay for Sunday, 30 November 2008 15 Staging
a
good
experience
is
not
just
about
delivering
good
service
to
satisfied
customers Good
experiences
are
remembered,
savored,
 recounted,
publicised,
souvenir‐ed,
repeated It’s
about
the
sensations
that
people
get
from
 using
service Sometimes
it’s
the
sensations
that
people
come
for
and
pay
for
  16. 16. 16 Sunday, 30 November 2008 16
  17. 17. 17 Sunday, 30 November 2008 17
  18. 18. 18 Sunday, 30 November 2008 18 Receiving
lots
of
conflicting
directions,
with
no
clear
signposts
for
a
common
path
forward
  19. 19. Page Sunday, 30 November 2008 19 Not just a problem for us - all telcos face this uphill battle.
  20. 20. Indispensible desirability Sunday, 30 November 2008 20 But these problems are particularly important to 3 as our aspiration is to be Indispensable Desirable. To challenge and change forever the way people use their mobiles and the internet, by creating an experience that is simply better than the one they know today.
  21. 21. Sunday, 30 November 2008 21 And in order to achieve this, we’ve realised pretty quickly that the only way forward is to change the game we’re playing..
  22. 22. Who’s driving? 22 Sunday, 30 November 2008 22 One of the problems we face today producing compelling designs in the degree of mobile technology fragmentation It’s hard to know where we’re going and the best way to get there. It’s very easy to get lost in the options
  23. 23. Sunday, 30 November 2008 23 HIstorically,
part
of
the
problem
has
been
trying
to
create
a
captive
audience. How
do
you
get
a
captive
audience?
The
problem
has
is
perhaps
innovation
itself Innovation
‐‐>
Differentiation
‐‐>
Protectionism
‐‐>
Fragmentation
  24. 24. Sunday, 30 November 2008 24 And
mobile
technology
has
evolved
rapidly,
from
simple
2G
services
with
limited
interaction
in
2001
  25. 25. Sunday, 30 November 2008 25 To
fully
featured
communication
and
media
devices
with
novel
interaction
interfaces
in
2007
  26. 26. Sunday, 30 November 2008 26 Over
the
years,
we’ve
hung
onto
these
legacy
devices.
1500
different
devices
hit
the
portal
per
month
(devices,
firm
ware,
different
plans,
etc.) Each
device
is
different,
mostly
incompatible,
and
has
different
levels
of
functionality
and
standards
support. Whilst
new
devices
act
as
a
revenue
generator
(unless
it’s
a
loss
leader),
device
flexing,
provisioning,
testing,
not
to
mention
specific
designs,
is
 very
costly.
  27. 27. Background & Challenges Sunday, 30 November 2008 27
  28. 28. 28 Sunday, 30 November 2008 28
  29. 29. Mobile
technology
landscape 29 Sunday, 30 November 2008 29 Mobile
technology
landscape
  30. 30. “I know what ugoogly is” Sunday, 30 November 2008 30 To give you a better understanding what typically goes on, here’s a typical product on 3 Mobile. How do we get to the end-user view? Provisioning: Global test, local flex design, local testing, provisioning partners, updating our servers and gateways, visual design testing, content testing, OTA, and much more. Rendering: Hutch, Provisioned, Who?, Device type, Roaming, Subscription checks, Billing systems check, etc... RSS problems!!! Device capability...
  31. 31. Sunday, 30 November 2008 31 Different devices require different designs, either scaled or different style entirely. At Hutch we do Pixel perfect design... At quite a bit of complexity, but there’s a payoff Discuss traffic to Hutch, Portal access, and 3G content penetration. How do we currently make sense of all these sizes? DA Classes: DA2, DA6, DA1,2, DA3,4, DA7 (soon - DA0 with liquid layout) But there’s a better way --> pattern-based classes
  32. 32. DA6 today Sunday, 30 November 2008 32 Device capabilities Roaming - 2G limitations what do you do? Pricing Device rendering: page weights, CSS reliability, media formats Pointer versus Scroller (link styles) Linear versus parallel rendering Latency - DNS, GTTN gateways, subscription checks, etc. Expectations around responsiveness.
  33. 33. DA6 to-dohh! Sunday, 30 November 2008 33 Pixel perfect style works brilliantly for us, 82% 3G content usage penetration. Telstra is 16% But this means testing must be done on EVERY design, EVERY handset, EVERY different customer profile.
  34. 34. 34 Sunday, 30 November 2008 34 Lots
of
basic
hygiene
factors
like
font
support.
  35. 35. The Jesus Phone ? 35 Sunday, 30 November 2008 35 Even
this
baby
has
problems Viewports haptic
interaction .mobi
support media
format
support
  36. 36. 36 Sunday, 30 November 2008 36 And
then
there’s
the
actual
difficulties
in
dealing
with
different
handset
technologies. Talk
about

  37. 37. Next wave thinking Sunday, 30 November 2008 37
  38. 38. 38 Sunday, 30 November 2008 38 Android
vs
iPhone open‐market
environment,
democratised
innovation closed‐market
environment,
open
innovation Tradeoff
is
variance
in
quality
and
desirabiliy.
  39. 39. m-SVG AJAX ready.mobi BREW Flash Lite wurfl jQuery OMA DeviceAtlas JavaFX MWI transcoding ECMAScript mojax AIR CSS 3 OMTP Wireless CSS XHTML-MP Linux ARM widgets WebKit 39 Sunday, 30 November 2008 39
  40. 40. It’s a Walk-off! Sunday, 30 November 2008 40 So we’re not prepared to sit back, and have taken some measures to address the situation.... And, we’ve continued to innovate.
  41. 41. Liquid What’s a Layout ? » expandable content » pages that flow » wrapping content » liquid CSS/Code » scalable design Sunday, 30 November 2008 41 Moving beyond device classes, and moving to pattern-based interaction design.
  42. 42. Sunday, 30 November 2008 42 And we can even switch out UI component elements to better make interaction style (so we support haptic UI design). Can be done on the fly...
  43. 43. Sunday, 30 November 2008 43
  44. 44. Sunday, 30 November 2008 44
  45. 45. Sunday, 30 November 2008 45
  46. 46. The FlowDrop Sunday, 30 November 2008 46
  47. 47. Sunday, 30 November 2008 47
  48. 48. Change is possible... Sunday, 30 November 2008 48
  49. 49. Email: rfarmer@hutchison.com.au Available on slideshare.... Sunday, 30 November 2008 49
  50. 50. Email: rfarmer@hutchison.com.au Available on slideshare.... Sunday, 30 November 2008 49

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