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APPSTORES AND THEIR
  CONSEQUENCES
          Hampus Jakobsson
               TAT




 Presentation at MEX, 19th of May 2009
WHO AM I?

• Co-Founded TAT     in 2002
• TAT licenses UI software and
  does “inspirational” design
• More than 300 million devices,
  ~10% of all devices 2008
• 140 people in Sweden, US, and
  South Korea
HOW COULD APP
            STORES BE BETTER?
• Well, alot of things could be improved...
  • Using context - location, time, ...
  • Discovery - order, retail, ...
  • Social - recommendation, discussion, ...

• Lessüber-controlled by one player would improve a lot
  • Local app stores (the MEX-store?)
  • More transparency and less “Apple thinks...”
LET’S LOOK AT HOW
          WE FIND APPS
• Categories
 • Divideinto Premium ($4.99+), Standard ($0-4.99), Free
 • What’s hot - derivatives not “Apple selected”

• Order
 • Measure  value, not just volume - price * volume
 • Sort on ratings, not volume
 • Add 25% with few ratings to improve discovery of new
BREAK OUT OF
              THE APP STORE!
• How?
  • Store- why not friend 2 friend sales?
  • Content - a better main menu? or device design?
  • Discovery - p2p, recommenations?
  • Purchase process - testing before you buy it?

• Inthe rearview mirror we will see AppStores as just the start
 of advanced personalization!
HISTORY OF
       PERSONALIZATION

when     1995            2005            2007


what   txt & talk       media           internet



uses       5              30              inf.

                        pictures
       contacts                          apps
p13n     sms        +    videos    +   bookmarks
                         music
DID YOU JUST SAY WE
 SHOULD DESIGN A
DEVICE WITH INFINITE
 NUMBER OF USES?
GREAT WITH A
DYNAMIC DEVICE!

  PHEW!
GREAT WITH A
       DYNAMIC DEVICE THAT
     DIDN’T KNOW WHAT IS WAS
       GOING TO BE USED FOR?




                                                                      SORRY...
DON’T GET ME WRONG - APPLE DID A GREAT JOB, WE ARE JUST NOT DONE...
WE HAVE TO MAKE
          THE UI MORE DYNAMIC!
          DYNAMIC UI                      LEGACY UI
• alive                         • fixed

• ui   anticipates your needs   • unforgiving

• experienced    based          • task   based

• dialogue                      • directing

• matching    the real world    • disconnected   from real world
SUMMARY

• The AppStore       is the start of advanced personalization...

• ... and    it can be improved.

• With  just about infinite number of unknown uses we need to
  have a more dynamic UI...

• ... with   more real life like qualities to make it easier to use.
hampus @ tat se

http://www.youtube.com/user/TATMobileUI

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MEX09: AppStores and consequences

  • 1. APPSTORES AND THEIR CONSEQUENCES Hampus Jakobsson TAT Presentation at MEX, 19th of May 2009
  • 2. WHO AM I? • Co-Founded TAT in 2002 • TAT licenses UI software and does “inspirational” design • More than 300 million devices, ~10% of all devices 2008 • 140 people in Sweden, US, and South Korea
  • 3. HOW COULD APP STORES BE BETTER? • Well, alot of things could be improved... • Using context - location, time, ... • Discovery - order, retail, ... • Social - recommendation, discussion, ... • Lessüber-controlled by one player would improve a lot • Local app stores (the MEX-store?) • More transparency and less “Apple thinks...”
  • 4. LET’S LOOK AT HOW WE FIND APPS • Categories • Divideinto Premium ($4.99+), Standard ($0-4.99), Free • What’s hot - derivatives not “Apple selected” • Order • Measure value, not just volume - price * volume • Sort on ratings, not volume • Add 25% with few ratings to improve discovery of new
  • 5. BREAK OUT OF THE APP STORE! • How? • Store- why not friend 2 friend sales? • Content - a better main menu? or device design? • Discovery - p2p, recommenations? • Purchase process - testing before you buy it? • Inthe rearview mirror we will see AppStores as just the start of advanced personalization!
  • 6. HISTORY OF PERSONALIZATION when 1995 2005 2007 what txt & talk media internet uses 5 30 inf. pictures contacts apps p13n sms + videos + bookmarks music
  • 7. DID YOU JUST SAY WE SHOULD DESIGN A DEVICE WITH INFINITE NUMBER OF USES?
  • 8. GREAT WITH A DYNAMIC DEVICE! PHEW!
  • 9. GREAT WITH A DYNAMIC DEVICE THAT DIDN’T KNOW WHAT IS WAS GOING TO BE USED FOR? SORRY... DON’T GET ME WRONG - APPLE DID A GREAT JOB, WE ARE JUST NOT DONE...
  • 10. WE HAVE TO MAKE THE UI MORE DYNAMIC! DYNAMIC UI LEGACY UI • alive • fixed • ui anticipates your needs • unforgiving • experienced based • task based • dialogue • directing • matching the real world • disconnected from real world
  • 11. SUMMARY • The AppStore is the start of advanced personalization... • ... and it can be improved. • With just about infinite number of unknown uses we need to have a more dynamic UI... • ... with more real life like qualities to make it easier to use.
  • 12. hampus @ tat se http://www.youtube.com/user/TATMobileUI

Editor's Notes