Beyond the mobile web

beyond the mobile web...

http://www.ﬂickr.com/photos/puuikibeach/3991552331

Part 1: Massive Change

http://www.ﬂickr.com/photos/chadmagiera/265752353

“
The most profound technologies are those
that disappear. They weave themselves
into the fabric of everyday life until they are
indistinguishable from it…. - Mark Weiser

http://www.ﬂickr.com/photos/armaggeusa/3176297283

There used to be a certain (old fashioned)
logic to the way we interacted with
people, places, and things.

http://www.ﬂickr.com/photos/mcgraths/5332476357

You wanted knowledge,
you went to a library.

http://www.ﬂickr.com/photos/ccacnorthlib/3554627364
http://www.ﬂickr.com/photos/scobleizer/3026517429

You wanted to be social,
you went to a club or cafe.

http://www.ﬂickr.com/photos/lordcolus/3271042499

You wanted to consume,
you went to a shop

http://www.ﬂickr.com/photos/herry/3005310002

These behaviours were imposed on us by culture,
society, and plain old physics and geography.

http://www.ﬂickr.com/photos/robertsharp59/3749693084

Then internet came along...and things got a lot closer.

http://www.ﬂickr.com/photos/dahlstroms/3444838707

but until recently, using the
internet was still “an activity”...

http://www.ﬂickr.com/photos/whatcouldgowrong/5320553588

envir
onme
nt focused user

privacy

reliable
network

unlimited with a fairly speciﬁc context
data
comfy chair

full-sized keyboard
work surface

reliable power source
http://www.ﬂickr.com/photos/fuzzcat/22019163

this context has been
turned on its head...

http://www.ﬂickr.com/photos/anap/2878165366

<historical interlude>

http://www.ﬂickr.com/photos/dumbledad/3262185149

“
One of the interesting estimates is that there are
about 35 billion devices connected to the
Internet. Soon, there will be so many that we’ll
stop counting. - Eric Schmidt, Google

http://www.ﬂickr.com/photos/webtreatsetc/4860505549/

6.8 billion

*2010 estimates put the population over 6.8 billion inhabitants...

77%
number of people with mobile devices

or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int

free platforms
+ low cost components
= a perfect storm

http://www.ﬂickr.com/photos/deks/697297227

and a lot of disruption...

http://www.ﬂickr.com/photos/oskay/3300199882

a free operating system (Android)
dual core ARM 9 @ 416MHz2G GSM/EDGE
2.8” QVGA resistive touch screen
2MP camera
GPS
+ WIFI and BlueTooth silicon

= <$90 components + plastic case Actions-Semi, MTK, TongXinDa , Rockchip...
~4 weeks to market!

http://casium.fr/component/kashyap/bc_detail/109
http://www.visionmobile.com/blog/2010/09/waking-the-dragon-the-rise-of-android-in-china-2/

http://www.ﬂickr.com/photos/oskay/3300199882

the feature phone of today is
the smartphone of two years ago...

http://www.ﬂickr.com/photos/tanj/4432327487

yet again

things may change...

Do Not Anger the Alpha Android
http://www.businessweek.com/magazine/content/11_15/b4223041200216.htm

http://www.ﬂickr.com/photos/aturkus/255736909

“ ..events, threats and opportunities aren't just
coming at us faster or with less predictability;
they are converging and influencing each other
to create entirely new situations.

These firsts-of-their-kind developments
require unprecedented degrees of creativity.
Captializing on Complexity - 2010 IBM CEO Study

http://www.flickr.com/photos/aturkus/255736909

http://www.ﬂickr.com/photos/misbehave/2352753067

...which brings us to the present

</historical interlude>

http://www.ﬂickr.com/photos/misbehave/2352753067

We're in a world of one line of connectivity. That's us.
You see...we don't have to "go" to the internet any more.
Mitch Joel, TedX Montreal

the internet is now an
intricate part of our lives

http://www.ﬂickr.com/photos/marksurman/3933656879

chatting with friends in Boston...

scheduling a meeting in Melbourne...

re-charging in Hong Kong...

it’s now trivial (and commonplace) for people
to 'be' in many places at once

“For kids like my 13 year-old, the
boundaries between the internet and
life are so porous as to be meaningless.“
Comment on the Guardian web site

http://www.ﬂickr.com/photos/tocaboca/5523598823

...people reach for the internet using whatever
device makes sense to them at that time

http://www.ﬂickr.com/photos/ghewgill/5046616680

“ ...[the Kindle browser] is somewhat slow but
it deﬁnitely works, in fact my teen daughter
uses hers constantly...among other things
she uses it to keep in touch with her friends.
People discussing the Kindle browser on a message board

http://www.ﬂickr.com/photos/ghewgill/5046616680

“
http://www.ﬂickr.com/photos/jcfrog/4692750598
...the mobile internet is more convenient
than my home connection...
say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF

this is having a dramatic impact on
our behaviour and our expectations...

http://www.ﬂickr.com/photos/williambrawley/4522648456

the traditional ‘short-activity-or-distraction’
mobile context is still valid...

80% use mobile during
miscellaneous downtime...

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/missmeng/5327470961

76% use mobile while waiting
in line or for an appointment...

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/wonderdawg777/662293238

“
Just been picked up
at the airport by a
limo driver who
looked me up on
the Internet so he'd
recognize me and
have stuﬀ to talk
about. !!!
http://twitter.com/tomcoates/status/
51734242991947778

http://www.ﬂickr.com/photos/joi/2663605178

but mobile is increasingly being
combined with other activities...

62% use mobile
while watching TV

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/bcmom/375125992

69% use mobile for
point of sale research
while shopping

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/lollaping/3327541574

mobile is also used
to time-shift

59% ...and follow up
sometimes on the PC
visit a site
on mobile

Source: Yahoo

34%
visit a site on
and follow-up
on mobile
the PC

Source: Yahoo

...facilitating completion
of larger tasks

“The most expensive item sold via eBay’s
mobile app was a 1985 Piper PA-46-310P
Malibu airplane for $265,000.“ src: Mashable
http://en.wikipedia.org/wiki/Piper_PA-46

“The largest purchase on the M&S mobile
web site last Christmas was two sofas
costing over £3000 ($5000)“ src: Marketing Week

and important life decisions...

http://www.ﬂickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513

1.3 billion
already use the mobile internet

...and for many, this
is their only access
point
Russia 19%

UK 22%
China 22%
USA 25%
India 59%
Egypt 70%
home ADSL
~$100/mth,
PAYG unlimited
S. Africa 57% mobile data
~$17/mth

Indonesia 44%

Users who never or infrequently use the desktop web, Source: On Device Research, Dec 2010

“ With current growth rates, Web access by people
on the move—via laptops and smart mobile devices—
is likely to exceed web access from desktop
computers within the next ﬁve years.

...or by 2015 - Source: ITU vis mobiThinking http://www.ﬂickr.com/photos/whiteafrican/2938685296

public space

distractions

limited aention

so ‘mobile’ is no longer just this...
glanceable?
one hand simple?

tedious input

personal

http://www.ﬂickr.com/photos/oimax/3800475934

environment reliable
network
focused user

unlimited data

full-sized
it’s now also this...
keyboard
privacy

comfy work surface
chair

reliable power source

http://www.ﬂickr.com/photos/othree/5224045406

focused
user
1hr train ride
privacy

reliable
network? comfy
unlimited wi ? chair

two
hands

reliable power source?

or this...

comfy
chair privacy

one hand
reliable power prone to
source interruptions

gravity

and maybe some of this?

http://www.ﬂickr.com/photos/joeshlabotnik/2359224681

iPad 2 magnets are
apparently strong
enough to ‘natively’
do this!

or possibly this...

http://www.ﬂickr.com/photos/mattedgar/3724116027
http://tumblr.topherhulett.com/post/3902283232/i-know-you-were-wondering-yes-the-magnets-in

these new behaviours
create a bit of a problem...

http://www.ﬂickr.com/photos/barkbud/4914492619

cues and guidelines that were important logical just a few
years months ago are still useful...but no longer reliable

“ Context is King: circumstances or conditions that surround
a person, place or thing. Content is of little value if it does
not address the context of where you are.
- Cameron Moll, SXSW, 2007


“ Google (2007) breaks down mobile users
into three behaviour groups:
A. "Repetitive now"
B. "Bored now"
C. "Urgent now"


“ Mobile user: typically on the go in an
unpredictable environment, interested in quick
glanceable information, focused on discrete
individual tasks, is often distracted.
- Joe Marini @ MIX 2010


now statements such as these are
becoming far more common

“ i love it! nice and clean look, easy to navigate
and easy to read. well done! but...can you put a
bit more news on there?

Source: Comments from readers regarding The Guardian’s new mobile web site http://www.ﬂickr.com/photos/webtreatsetc/4860505549/

“ There should be a text only version of the
(desktop) site for those of us who don't like the
busyness of the main site.

Source: User talking about his habit of using the mobile Guardian site on his PC http://www.ﬂickr.com/photos/webtreatsetc/4860505549/

“ ...the "Sorry, this article isn't yet available on
the mobile site" message was bloody annoying.
Ended up having to install a browser that spoofs
the user agent and renders the full desktop site.

Source: User talking about his habits on the Guardian site http://www.ﬂickr.com/photos/webtreatsetc/4860505549/

“ I’m definitely moving, I’m definitely in a car. I’m going to look at
your website. This doesn’t mean my intent is to find an address,
or quickly use a news site...

Context can’t predict the way a user is going to use the site.
Mind reading is no way to base fundamental content decisions.

Source: Mark Kirby, The mobile context http://www.flickr.com/photos/webtreatsetc/4860505549/

the problem space

How do we go about creating the next generation
of content-rich, meaningful, usable, and
interesting web sites, that are designed to operate
in a generally smaller, more varied and far less
predictable environment?

http://www.ﬂickr.com/photos/chelsea_nj/4223680604

Part 2: Beyond the mobile web

http://www.ﬂickr.com/photos/adactio/932798536

...a few ideas
from the yiibus

Idea 1: Loosen up

http://www.ﬂickr.com/photos/seo2/94216483

control is now an illusion...

http://www.ﬂickr.com/photos/dominicspics/3385403397

there is too much diversity...

data wants to move around...

http://www.ﬂickr.com/photos/anniemole/5354202837

we’ve already set much
of our content free...

http://www.ﬂickr.com/photos/scobleizer/3044172251/

...we never
really know
where it
will end up

d
spot the bran

brand presence
(as we once knew it)
is disappearing

http://www.ﬂickr.com/photos/alreadytaken/4944698902/

the conversation isn’t even
on our site any more...

...companies are increasingly questioning the need
to have separate corporate sites when the bulk of
interest and traﬃc from customers goes directly
to their Facebook pages. - Thomas Crampton “

...so why are we still
obsessed with controlling
each pixel on our web site?

PS - the Ubuntu style guidelines are actually quite lovely! Take a look...

“I can’t see it on my BlackBerry...“ often at the
- user comment regarding the new Threadless mobile site
expense of access...

http://www.ﬂickr.com/photos/zoetnet/4669800101/

“If I can’t see your awesome
web site...it’s not really that
awesome is it?”

and therefore,
of user experience...

http://www.ﬂickr.com/photos/zoetnet/4669800101/

you can’t plan for every contingency...

http://www.ﬂickr.com/photos/mackarus/4289960218

and will never know how your
site looks on every device...

http://www.ﬂickr.com/photos/scobleizer/3009516045

create nimble experiences
– not perfect ones...

http://www.ﬂickr.com/photos/92523880@N00/5047216186

Idea 2: Let them tweak

http://www.ﬂickr.com/photos/jaybergesen/198091718

progressive enhancement
is increasingly important

http://www.ﬂickr.com/photos/clagnut/315554083

why not let users participate?

http://www.ﬂickr.com/photos/nasa_goddard/4733847144

choose the enhancements that
are most meaningful to them...


set a user experience baseline
for *all* web experiences...

thematically semantic markup
consistent (view source)

optimised images

minimal
responsive layout cluer

(almost.. :-) one web pragmatic
scripting
http://www.alistapart.com/articles/responsive-web-design
http://m.alistapart.com/articles/responsive-web-design

lightweight!

...then provide
meaningful choices

http://www.ﬂickr.com/photos/lamantin/5143354304

...in data consumption

user agent says it’s a PC
(plus it has a big screen)

she obviously has
hmm...I wonder lots of bandwidth!
how much data
she’s used so far
this month?

oh...hold on,
she’s on a dongle

http://www.ﬂickr.com/photos/mujitra/4571580931

provide a choice of size/
quality for key content

and
media...

option to choose high or low quality
(with default based on device you’re using)

Look, it’s a Galaxy Tab...she must be
in a ‘contemplative reading mode’...

tweaking the
reading experience

pinching or double-tapping
to zoom is good fun but has
zero continuity...

let users set persistent
reading preferences...

or even tweak the
whole experience...

...if you don’t ...they’ll probably do it themselves

Idea 3: Content first

ingredients make
all the difference

http://www.flickr.com/photos/wwworks/822821227

designing mobile ﬁrst
can help us to focus...

http://www.ﬂickr.com/photos/hussain_quantum/2087578696

find a happy medium

mobile portable desktop
web

http://www.flickr.com/photos/29301264@N06/3844309716 http://www.flickr.com/photos/29301264@N06/3844309716

but I think we need
to go further...

http://www.ﬂickr.com/photos/basheertome/5557362895

“ No matter how cool your interface is, it
would be nice if there were less of it.
- Alan Cooper

http://jonbox.wordpress.com/2010/05/27/what-is-au2h-and-why-i-cared/

...on smaller screens, content
naturally ends up front and centre

include definition(s)
so we need to actually
design the content first...

a book
turtle

illustration(s) required
define variations(s)

contextually relevant

http://www.flickr.com/photos/lindaaslund/3296943915

semantic structures can be
include deﬁnition(s) used to create incredibly rich
and responsive content...
a book
turtle



http://www.ﬂickr.com/photos/lindaaslund/3296943915

yet we mostly apply this
richness to the interface...

this is due in part to the way
we currently build web sites...

essentially Word in a browser...?

put your content here...

most sites are built as giant
(often all-purpose) data containers...

http://www.ﬂickr.com/photos/lisasanderson/3414118999/

...with different areas to
accommodate different data structures

services utilities knowledge base
products

news
location finder corporate info

http://www.flickr.com/photos/lisasanderson/3414118999/

this makes sense
if you have big data...

http://www.ﬂickr.com/photos/dalbera/3151369718

...or primarily user
generated data

name

cover
cost
rating

...or inherently
stock
structured data

publisher, ISBN, # pages

but can be pretty painful if you
need to produce content like this...

...and especially this!

http://www.nytimes.com/interactive/2007/10/01/science/20071002_ARCTIC_GRAPHIC.html

The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping
herself before she found herself falling down a very deep well.

Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next.
First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that
they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs. She took down a jar from one of the shelves as she
passed; it was labelled 'ORANGE MARMALADE', but to her great disappointment it was empty: she did not like to drop the jar for fear of killing somebody, so

most sites (and the CMS’s that
managed to put it into one of the cupboards as she fell past it.

'Well!' thought Alice to herself, 'after such a fall as this, I shall think nothing of tumbling down stairs! How brave they'll all think me at home! Why, I wouldn't say

manage them) accommodate only
anything about it, even if I fell off the top of the house!' (Which was very likely true.)

Down, down, down. Would the fall NEVER come to an end! 'I wonder how many miles I've fallen by this time?' she said aloud. 'I must be getting somewhere near
the centre of the earth. Let me see: that would be four thousand miles down, I think--' (for, you see, Alice had learnt several things of this sort in her lessons in the
unstructured or ‘formless’ content...
schoolroom, and though this was not a VERY good opportunity for showing off her knowledge, as there was no one to listen to her, still it was good practice to say
it over) '--yes, that's about the right distance--but then I wonder what Latitude or Longitude I've got to?' (Alice had no idea what Latitude was, or Longitude
either, but thought they were nice grand words to say.)

Presently she began again. 'I wonder if I shall fall right THROUGH the earth! How funny it'll seem to come out among the people that walk with their heads
downward! The Antipathies, I think--' (she was rather glad there WAS no one listening, this time, as it didn't sound at all the right word) '--but I shall have to ask
them what the name of the country is, you know. Please, Ma'am, is this New Zealand or Australia?' (and she tried to curtsey as she spoke--fancy CURTSEYING as
you're falling through the air! Do you think you could manage it?) 'And what an ignorant little girl she'll think me for asking! No, it'll never do to ask: perhaps I
shall see it written up somewhere.'

Down, down, down. There was nothing else to do, so Alice soon began talking again. 'Dinah'll miss me very much to-night, I should think!' (Dinah was the cat.) 'I
hope they'll remember her saucer of milk at tea-time. Dinah my dear! I wish you were down here with me! There are no mice in the air, I'm afraid, but you might
catch a bat, and that's very like a mouse, you know. But do cats eat bats, I wonder?' And here Alice began to get rather sleepy, and went on saying to herself, in a
dreamy sort of way, 'Do cats eat bats? Do cats eat bats?' and sometimes, 'Do bats eat cats?' for, you see, as she couldn't answer either question, it didn't much
matter which way she put it. She felt that she was dozing off, and had just begun to dream that she was walking hand in hand with Dinah, and saying to her very
earnestly, 'Now, Dinah, tell me the truth: did you ever eat a bat?' when suddenly, thump! thump! down she came upon a heap of sticks and dry leaves, and the fall
was over.

Alice was not a bit hurt, and she jumped up on to her feet in a moment: she looked up, but it was all dark overhead; before her was another long passage, and the
White Rabbit was still in sight, hurrying down it. There was not a moment to be lost: away went Alice like the wind, and was just in time to hear it say, as it turned
a corner, 'Oh my ears and whiskers, how late it's getting!' She was close behind it when she turned the corner, but the Rabbit was no longer to be seen: she found
herself in a long, low hall, which was lit up by a row of lamps hanging from the roof.

There were doors all round the hall, but they were all locked; and when Alice had been all the way down one side and up the other, trying every door, she walked
sadly down the middle, wondering how she was ever to get out again.

Suddenly she came upon a little three-legged table, all made of solid glass; there was nothing on it except a tiny golden key, and Alice's first thought was that it
might belong to one of the doors of the hall; but, alas! either the locks were too large, or the key was too small, but at any rate it would not open any of them.
However, on the second time round, she came upon a low curtain she had not noticed before, and behind it was a little door about fifteen inches high: she tried
the little golden key in the lock, and to her great delight it fitted!

Alice opened the door and found that it led into a small passage, not much larger than a rat-hole: she knelt down and looked along the passage into the loveliest
garden you ever saw. How she longed to get out of that dark hall, and wander about among those beds of bright flowers and those cool fountains, but she could
not even get her head through the doorway; 'and even if my head would go through,' thought poor Alice, 'it would be of http://www.gutenberg.org/cache/epub/11/pg11.txt
very little use without my shoulders. Oh,

The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping
herself before she found herself falling down a very deep well.

Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next.
First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that
they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs. She took down a jar from one of the shelves as she
passed; it was labelled 'ORANGE MARMALADE', but to her great disappointment it was empty: she did not like to drop the jar for fear of killing somebody, so
managed to put it into one of the cupboards as she fell past it.

'Well!' thought Alice to herself, 'after such a fall as this, I shall think nothing of tumbling down stairs! How brave they'll all think me at home! Why, I wouldn't say
anything about it, even if I fell off the top of the house!' (Which was very likely true.)

or ‘adapting’
Down, down, down. Would the fall NEVER come to an end! 'I wonder how many miles I've fallen by this time?' she said aloud. 'I must be getting somewhere near
the centre of the earth. Let me see: that would be four thousand miles down, I think--' (for, you see, Alice had learnt several things of this sort in her lessons in the

which makes selecting & filtering
schoolroom, and though this was not a VERY good opportunity for showing off her knowledge, as there was no one to listen to her, still it was good practice to say
it over) '--yes, that's about the right distance--but then I wonder what Latitude or Longitude I've got to?' (Alice had no idea what Latitude was, or Longitude
include definition(s)
either, but thought they were nice grand words to say.)

content rather difficult...
Presently she began again. 'I wonder if I shall fall right THROUGH the earth! How funny it'll seem to come out among the people that walk with their heads
downward! The Antipathies, I think--' (she was rather glad there WAS no one listening, this time, as it didn't sound at all the right word) '--but I shall have to ask
them what the name of the country is, you know. Please, Ma'am, is this New Zealand or Australia?' (and she tried to curtsey as she spoke--fancy CURTSEYING as
you're falling through the air! Do you think you could manage it?) 'And what an ignorant little girl she'll think me for asking! No, it'll never do to ask: perhaps I
shall see it written up somewhere.'

Down, down, down. There was nothing else to do, so Alice soon began talking again. 'Dinah'll miss me very much to-night, I should think!' (Dinah was the cat.) 'I
hope they'll remember her saucer of milk at tea-time. Dinah my dear! I wish you were down here with me! There are no mice in the air, I'm afraid, but you might
catch a bat, and that's very like a mouse, you know. But do cats eat bats, I wonder?' And here Alice began to get rather sleepy, and went on saying to herself, in a
dreamy sort of way, 'Do cats eat bats? Do cats eat bats?' and sometimes, 'Do bats eat cats?' for, you see, as she couldn't answer either question, it didn't much
matter which way she put it. She felt that she was dozing off, and had just begun to dream that she was walking hand in hand with Dinah, and saying to her very
earnestly, 'Now, Dinah, tell me the truth: did you ever eat a bat?' when suddenly, thump! thump! down she came upon a heap of sticks and dry leaves, and the fall
was over.
illustration?
Alice was not a bit hurt, and she jumped up on to her feet in a moment: she looked up, but it was all dark overhead; before her was another long passage, and the
White Rabbit was still in sight, hurrying down it. There was not a moment to be lost: away went Alice like the wind, and was just in time to hear it say, as it turned
a corner, 'Oh my ears and whiskers, how late it's getting!' She was close behind it when she turned the corner, but the Rabbit was no longer to be seen: she found
herself in a long, low hall, which was lit up by a row of lamps hanging from the roof.

There were doors all round the hall, but they were all locked; and when Alice had been all the way down one side and up the other, trying every door, she walked
sadly down the middle, wondering how she was ever to get out again.

Suddenly she came upon a little three-legged table, all made of solid glass; there was nothing on it except a tiny golden key, and Alice's first thought was that it
might belong to one of the doors of the hall; but, alas! either the locks were too large, or the key was too small, but at any rate it would not open any of them.
However, on the second time round, she came upon a low curtain she had not noticed before, and behind it was a little door about fifteen inches high: she tried
the little golden key in the lock, and to her great delight it fitted!
http://www.flickr.com/photos/arrighi/4922317676
Alice opened the door and found that it led into a small passage, not much larger than a rat-hole: she knelt down and looked along the passage into the loveliest
http://www.flickr.com/photos/49024304@N00/2435212284 that dark hall, and wander about among those beds of bright flowers and those cool fountains, but she could
garden you ever saw. How she longed to get out of
http://www.flickr.com/photos/dannyboymalinga/4512002570 if my head would go through,' thought poor Alice, 'it would be of http://www.gutenberg.org/cache/epub/11/pg11.txt
not even get her head through the doorway; 'and even very little use without my shoulders. Oh,

so although the web site
layout may be responsive...

desktop

the content itself is often
only barely so...

tablet

mobile

what if content was
designed more like an app?

data

logic

renderings

http://www.ﬂickr.com/photos/angryjuliemonday/5087995342

http://www.nytimes.com/interactive/2010/05/01/us/20100501-oil-spill-tracker.html

http://www.visualnews.com/interactive_infographic/Korea_interactive_main/

http://www.apple.com/ipad/smart-cover/

and
what if?

http://www.focus.com/images/view/11905/
http://www.apple.com/ipad/smart-cover/

Idea 4: Build distributed experiences

http://www.ﬂickr.com/photos/wwarby/5106781173

maybe these
no longer meet our needs...

http://www.ﬂickr.com/photos/mikebaird/3898801499

perhaps a couple of these
would do just ﬁne...


PR
support we’ve already decoupled
our communications...

web site
news

thought
leadership evangelism

blogs

press

PR
support our product marketing...

web site
news

thought

product blogs

press

PR
support our human resources...

web site
news

thought

product blogs

press

PR
support united by a
brand message...
products
media support

brand PR
services

news news
HR
thought

product blogs

press

think of it as an ecosystem of
touchpoints, utilities & conversations...


ads we see
examples of
this already

media

search

apps

cloud
not just a site,
but an ecosystem

books marketplace

music

opportunistic?
own hardware
optimised user cloud
experience enabling the
freedom to
experiment

books marketplace

apps
music

most logical highly optimised
platform... core product
for now hmm....

core audience merchandise and create the best
experience for
each audience
experimental? web/mobile
web
(1000s of
devices) brands

commercial
news arm

agship app
world
service entertainment

voice
BBC
Learning
SMS agship iOS
XHTML app
MP
(desktop)
web
WAP
English and life skills for
emerging economies

http://simonmainwaring.com/brands/the-death-of-corporate-websites-top-10-ways-they-will-change/

[In the future] brands will no longer be places
you visit, but people you meet along the road.
– Simon Mainwaring

http://www.ﬂickr.com/photos/tijanav/4885088185

Beyond the mobile web

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