1) The mobile content market grew significantly between 2002 and 2007, with revenues increasing from 253 million euros to 1.188 billion euros. During this period, the percentage of content accessed on mobile portals ("on-deck") decreased while content accessed directly ("off-deck") increased. 2) In the early 2000s, mobile operators took a "walled garden" approach through their own portals but later shifted to a "mobile sites" model around 2003/2004 to more easily integrate services into their networks at lower cost and faster speed. 3) New players like Google and Apple, as well as user-generated content, presented challenges to traditional mobile operators by questioning who owns the customer relationship in the

1. !
frammenti storici di mobile Ux & mobile services
strategies
massimo pettiti
gloBrain, innovation management
Lugano, Ux Conference
3 dicembre, 2009

2. the market
mobile content market (*):
2002: 253 M€
2007: 1.188 M€ (+15% in previous two years)
2005 -> 2007 on-deck offer: 57 % -> 42%
off-deck offer: 43 % -> 53%
(*) from: Mobile Content-school of Management-Politecnico di Milano
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3. the strategy- year 2000
the walled garden approach of the first wap
portals: telcos make customers browse their
mobile portal
• external content provider
• mainly internal portal
navigation
omnitel2000,
wap portal, 3Q1999 3

4. mobile sites
in 2003/4, with 3G bandwith opportunities and
easiest capabilities to integrate services in their
network, telcos began to move from content
providers/a.s.p., to mobile sites model:
• more intelligence from the network
• less cost to develop a service
• more speed to integrate in their portfolio offer
4

5. i-mode services example in europe
mobile sites model was in some way close to
ntt-docomo i mode service
build your own i-mode site
bouygue telecom,
5
summer 2003

6. mobile web & telco players-summer 2004
mobile portal paradygm
rich/media content
content/service provider
integration
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i.tim, summer 2004

7. mobile web & telco players-summer 2004
mobile portal
paradygm
rich/media content
content/service
provider integration
umts and gprs mobile portal vodafone italy, summer 2004 7

8. telcos & interaction design: a new
challange...
(mobile portal design)
Benchmarking
Expert walkthrough New UI Guidelines Products redesign New Portal
Usability testings
mobile portal paradygm
rich/media content
content/service provider
integration
3italy, summer 2004
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9. mobile content & 3G: lesson learned
mobile contents:
less premium or “sole right”
content, and more from
premium the net (people), as market
grows
UGC
2000 2004 2008 t
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10. google, apple and out of industry players
- who pays whom, to be in my mobile screen?
- do big net players have to pay telcos or vice-
versa?
- but at the end to they really need telcos?
the bit-pipe nightmare,
or:
“who owns the customer?”
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11. mobile social software
easy use of of
native apps.
(camera, gps, ...)
new paradygm in
ui and service/
device
interaction
technology is
here, but
hidden!
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12. new “things” available
1.59€
“Nearest Wiki is your very own
information portal in Augmented
Reality view.
Holding the phone vertically gives you
an A.R. view, with a synopsis against
points of interest near you.
Taping on the place you wish to learn
more about will give you more in-
depth information on the location with
images”.
12

13. mobile 2.0
room for independent companies to
develop apps and
create multidelivery platform,
entering mobile value chain, even
leveraging u.g.c., to easily develop
and sell to the long tail.
mobc3 suite, 4Q 2008
12

14. a different business model
appbreeder: 4Q2010
"Build one App for all Platforms: iPhone, Blackberry, Android"
Target iPhone, BlackBerry, Android, simply by pulishing an
AppBreeder App.
100% native code:
- you get access to GPS, Camera, In-App Purchasing and other native
features
- your App can be distrubuted & sold throught the App Store
This can be done both for Consumer and Corporate market to
mobilize business process and create mob apps/mobile
presence for different industry players. 14

15. new social & economic trends for new services
people must be involved in
creating services in
new media paradigm.
a partecipative customer
can become more and more
a layer of a new value chain
for a telco.
including people in the
value chain of companies
and in the company value
asset: this is one of the key
to face the big revolution
www.learningbyconnecting.com
with a total new mindset. a great capital in social connections
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16. mobile: what future?
...so embrace the new paradyme could be a
possibility for a telco: to drive a strong
crowdsourcing with customers, build an
open-platform for service creation (sce), and
with the intelligence of the net be “as smart as
you can”.
http://www.agork.com/ 14

17. www.linkedin.com/in/massimopettiti
massimo.pettiti@gloBrain.it
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www.gloBrain.it
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