1) Japan has rapidly adopted new mobile technologies like mobile wallets, with over 35 million users, driven by promotions, coupons and games. 2) Virtual 3D communities and QR code integration show how mobile is enhancing commerce and communication. 3) Both Japan and Finland modernized from non-technological countries pre-WW2 to become dominant in mobile adoption in the last decade, with lessons to be learned from Nokia's fall.

1. Now That’s What We Call Tomorrow
March 2011
1

2. JAPAN
Like Godzilla, it emerged from
2

3. CULTURE
of technological
ADOPTION
3

4. … and lace!
4

5. Western communication
“Swiss Syndrome”
5

6. Japanese Communication
Elevator Doors
6

7. Ouch!
7

8. Not hard to guess?
8

9. Osaifu Keitai
Near field mobile wallet
35M+ users
Adoption driven by promo/coupons/games etc
9

10. Virtual 3D community
mCommerce, QR code integrated
10

11. MORE
LACE
Klein Dytham Tokyo www.klein-dytham.com
11

12. CRISIS
CREATIVE
Japan explains Fukushima to children …
12

13. CULTURE
Culture, society & mobile
society
From a digital age to a connected age
13

14. Japan & Finland
Effortless flair for elevating the simple to the sublime
14

15. FINLAND
Like Japan, pre-WW2 non-technological country
Dominated mobile in last decade
15

16. NOKIA
2011
Lessons from a fallen giant
16

17. The bigger you are, the harder you fall
Nokia driven by “repetition”and
“customisation” of aging O/S, and dictated by
operators who thought they knew what users
wanted, instead of giving everyone
“something new!”
17

18. Hardware is the service
Japanese & Nokia great at hardware (but poor at services).
Apple dominate with digital services.
Rush to follow.
Less “differentiation” across mobile than 10 years ago.
18

19. ADVERTISING
Driven by “repetition”, and “customisation” of
messaging/media, instead of “something new!”
19

20. 60%
of time spent on
smartphones is
NEW
activity.
20

21. NEW ACTIVITY
10 minutes (12%) 40 minutes (47%)
• Web/Web Apps • Maps
• Games
• Social
• Utilities
• etc
• Phone
• Skype
• Messages • eMail
27 minutes (32%) 7 Minutes (9%)
Source: KPCB KleinerPerkins 2011
21

22. The
DECADE
Ahead
22

23. Contextual UI
Windows Phone 7 first bold step in this direction
First Generation Contextual UI “Metro” (vision from 2004)
Smallest current market share (<6%)
23

24. New Experiences
Machine 2 machine
SIM cards in toasters, traffic lights
Connected. Anything.
24

25. CREATIVE
Advantage
25

26. Create for
3
seconds of
ENGAGEMENT
26

27. But also
BUILD
for continuous, deeper
CONVERSATION
27

28. Text IS the UI
Content IS communication
28

29. Contextual Experience
No “save” button.
Create for “interuptable, pausable & continuable”.
29

30. Thanks
kelly@nowtom.com
30