Extend your reach to the next billion potential customers by enabling them to consume your content and services from their mobile devices. We discuss what standards and devices are out there, some of lessons learned about designing for a small screen, and how to get your mobile presence up and running. See how Mobile AJAX works today-and you can tell us how "mobile AJAX" should work tomorrow.

1. Designing For Lifestyle: Mobile Ethnography Kelly Goto Principal & Design Ethnographer Interfaces: Mobile Focus gotomedia, inc. | gotomobile.com

2. “ The mobile industry, as a whole, is technology- and gadget-led. What’s important, however, is to design for the user’s lifestyle , and what he or she wants. Design must target mass-market users, not only technical early adopters.” (Ian Curson, Oyster Partners, interviewed by Comverse)

3. The Mobile Opportunity

4. Mobile Data Services

5. % 3G Penetration Chetan Sharma Consulting. Base data from DoCoMo, KDDI, SKTelecom, KTF, Verizon, Cingular, Vodafone, 3, Merrill Lynch, Population estimates from respective government Japan Korea UK US 2004 2006 2008 2010 14% 30% 5% 0% 57% 57% 15% 16% 85% 75% 39% 25% 90% 83% 64% 48%

6. MUXP: Mobile User Experience

7. MUXP = Mobile User Experience “ I’m ready to try this out” BRAND REPUTATION “ this works for me” USABILITY/ USEFULNESS LIFESTYLE PERCEPTION INTERACTION INTEGRATION “ This works for me”

8. Methods Of Contextual Inquiry © gotomedia 2005 TALK ASK WATCH OBSERVE Discussion about critical aspects Questionnaire Brainstorming Users complete representative tasks F ield observation of sociocultural phenomena Moderator Conducted by Interviewer Observer/ Moderator Observing in natural environment 1-2 hours 1-2 hours 1- 1.5 hours 1 hour- many years Typically 4-9 people 1-on-1 1-on-1 1-on-1 or group focus groups interviews usability testing ethnography HOW PEOPLE LIVE WHAT PEOPLE THINK

9. Methods Of Contextual Inquiry ETHNOGRAPHIC RESEARCH culture and environmental audience research CONTEXTUAL INQUIRY immersive environment based interviews and observation CONCEPT TESTING testing of visual or conceptual models PROTOTYPE TESTING one-on-one usability testing or heuristic analysis of wireframes or prototypes ASSESSMENT TESTING one-on-one testing of release version of product ACCEPTANCE TESTING one-on-one testing post release

10. Content/Audience Web Content [THIN CLIENT] Web-Based Services [ SMART CLIENT/ RICH CLIENT] Downloadable Applications [THICK CLIENT] Deployment Strategy SMS/WAP-PUSH

11. Lifestyle Design Process

12. Mobile Lives: Case Study

16. Research Network FINLAND SINGAPORE SAN FRANCISCO

18. Photo Diary USA – Pictures

20. Photo Diary Asia - Pictures

22. Photo Diary Finland - Photos

24. Mososo: Mobile Social Software

26. Screenshot courtesy of anina.net

31. http:// snap.duogate.jp /field/