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The Tablet Revolution
“In 10 years there will be 50 billion
devices connected to the Internet”
                       Hans Vestberg, CEO Ericcson
We’ve only just begun


                                      Third Wave
                                  Networked Everything

               Second Wave
           Networked Industries




     First Wave
     Networked
Consumer Electronics
Some facts

            1.8 billion Internet users worldwide

                     I trillion web pages

          12.2 billion videos viewed per month (US)

      500 billion minutes per month spent on Facebook

           247 billion e-mails per day (80% spam)

                4.6 billion mobile phone users

         Mobile games revenue exceeded $6bn in 2010

                Over 33 million iPhones sold

           1 million iPads sold in the first 28 days

In 2010 16m tablets were sold, in 2012 it will reach 85 million
Today 60% of Apple’s
revenues are mobile.

 In 2008 it was 10%
Fastest ramping device ever




Source: Morgan Stanley 2011
Strong global demand....Asia 41%!




Source: Morgan Stanley 2011
Europe 36% of tablet market




Source: Morgan Stanley 2011
Growth in mobile data

    Cisco Forecasts 6.3 Exabytes per Month of   Video is predicted to account for over 50% of
           Mobile Data Traffic by 2015                      all data usage in 2013




Source: Cisco VNI 2011
1% of world’s web traffic

                              Apple’s ipad is responsible for 1% of the world’s web
                                traffic, as well as 2.1% of web traffic in the U.S.




Source: NetMarketShare 2011
4% of all wi-fi traffic

              iPad users consume 400 percent as much Wi-Fi data on average as owners of Android
                                     handsets, iPhones, and iPod Touches.




Source: Meraki 2011
Context

Profile/Usage

 Commerce

     UX

  Summary
US: Consumer Profile




Source: Morgan Stanley 2011
UK consumer profile


                                       18-24
                             55+       9%
                             20%



                                               25-34
                                               27%
                          45-54
                          19%



                                   45-54
                                   24%




Source: You Gov 2011
Early Adopter

                                                                               48%




                           37%
                                           35%                       35%
             30%
                                                           26%




          Smartphones   Portable game   Portable media   Netbooks   eReaders   Tablets
                           players          players




Source: You Gov 2011
Tablets are for content




Source: Morgan Stanley 2011
Disruptive versus other devices




Source: Morgan Stanley 2011
Content most popular apps




                     Source: Morgan Stanley 2011
Download Frequency
Used alongside other media...
                       21% of their usage in terms of time is ‘lying in bed’




Source: Nielsen 2011
...or lying in bed!
                       70% of tablet users, use their tablets while watching television.




Source: Nielsen 2011
Context

Profile/Usage

 Commerce

     UX

  Summary
iPad: Browsing and Buying

           The tablet’s portability and ease of use explains why consumers see
           them as ideal tools for researching products, browsing and purchasing.

                  •59% agree that these devices would serve as an ideal tool to
                  research products before making a final purchase.

                  •More than half (56%) believe the tablet to be an ideal tool for
                  browsing their favourite catalogues and retailers

                  •49% thought the device would be ideal for purchasing




Source: Real Value LLC 2010
Role in the purchase funnel




Source: Real Value LLC 2010
Frequency of browsing

                              Frequency of browsing or buying online




Source: Real Value LLC 2010
Retail categories




Source: Real Value LLC 2010
Quality of shopping experience
                                        The quality of the shopping experience




                              The quality of the shopping experience vs a smartphone




Source: Real Value LLC 2010
B2C App: Finish Line


Finish Line

“Sales through the “We’ve Got It”
program, where sales associated and
customer service reps use web-enabled
devices to find products for customers
and arrange shipping directly to their
door, “are exploding, up 48% on a year to
year basis”



Glenn Lyon, CEO, Finish Line
Context

Profile/Usage

 Commerce

     UX

  Summary
A Paradigm shift


Desktop Era               Mobile Era
    Fixed                   Location

    Pull                   Pull & Push

   Search                   Relevance

   Social                  Contextual

  Dayparts                  Always On

 Information              Entertainment
UX is Revolting


 “With its radically different approach, the iPhone is
     expected to cause a collective rethinking on
everything from hardware design and user interface to
   consumer expectations and media consumption.”

               Jakob Nielsen, June 2007
Mobile User Experience


Emotional          Physical


   Time           Ergonomics

  Social          Environment
             T

   Need           Multi-sensory


 Emotion          Multi-platform


 Push/Pull           Social
Characteristics of Mobile UX


  Emotional           Physical


    Time             Ergonomics

                     Environment
  Need/Value
               T

   Emotion           Multi-sensory


   Push/Pull         Multi-platform


    Social             Shared
A Catalyst for Innovation
Mobile UX: Physical
           Ergonomics
      Dexterity, lap, standing up, walking.




          Environment
    Office, bar, travel, home, park, postcode.



                                                  Physical
           Multi-sensory
Media blended, other devices, other activities.




           Multi-platform
       AR, in-store, compare, buy, ship




                Shared
         Friends, colleagues, partner.
Characteristics of Mobile UX
                                       Time
                         Daypart, amount of time, bandwidth.




                                       Need
                       Entertain, Connect, Compare, Review.



Emotional
              T                     Emotion
                         State of mind, productive, escapist.




                                   Push/pull
                     Consuming ,contributiig, distributing content .




                                      Social
                             Update, status, review, report.
New User Journeys
           Ergonomics                                                                               Time
                                                  How/When will it be used?
      Dexterity, lap, standing up, walking.                                          Daypart, amount of time, bandwidth.




          Environment                                                                               Need
                                                  Where/How will it be used?
    Office, bar, travel, home, park, postcode.                                      Entertain, Connect, Compare, Review.




           Multi-sensory                          Is it a shared activity & how                  Emotion
Media blended, other devices, other activities.             does it feel?             State of mind, productive, escapist.




           Multi-platform                         What is the user looking to                   Push/pull
       AR, in-store, compare, buy, ship                                           Consuming ,contributing, distributing content .
                                                             do?


                Shared                                                                             Social
         Friends, colleagues, partner.
                                                  Is it connected and shared?            Update, status, review, report.
Multi-Context Environment




 Multi      Multi     Multi
Channel   Platform   Context
Tweetdeck
Flipboard
StumbleUpon
Blippar
A New Approach: Bentley
           Ergonomics                                                                               Time
                                                  How/When will it be used?
      Dexterity, lap, standing up, walking.                                          Daypart, amount of time, bandwidth.




          Environment                                                                               Need
                                                  Where/How will it be used?
    Office, bar, travel, home, park, postcode.                                      Entertain, Connect, Compare, Review.




           Multi-sensory                          Is it a shared activity & how                  Emotion
Media blended, other devices, other activities.             does it feel?             State of mind, productive, escapist.




           Multi-platform                         What is the user looking to                   Push/pull
       AR, in-store, compare, buy, ship                                           Consuming ,contributing, distributing content .
                                                             do?


                Shared                                                                             Social
         Friends, colleagues, partner.
                                                  Is it connected and shared?            Update, status, review, report.
Bentley
Bentley
Bentley
Thank you

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The tabletrevolution 11.7.11_new_version

  • 2. “In 10 years there will be 50 billion devices connected to the Internet” Hans Vestberg, CEO Ericcson
  • 3. We’ve only just begun Third Wave Networked Everything Second Wave Networked Industries First Wave Networked Consumer Electronics
  • 4. Some facts 1.8 billion Internet users worldwide I trillion web pages 12.2 billion videos viewed per month (US) 500 billion minutes per month spent on Facebook 247 billion e-mails per day (80% spam) 4.6 billion mobile phone users Mobile games revenue exceeded $6bn in 2010 Over 33 million iPhones sold 1 million iPads sold in the first 28 days In 2010 16m tablets were sold, in 2012 it will reach 85 million
  • 5. Today 60% of Apple’s revenues are mobile. In 2008 it was 10%
  • 6. Fastest ramping device ever Source: Morgan Stanley 2011
  • 7. Strong global demand....Asia 41%! Source: Morgan Stanley 2011
  • 8. Europe 36% of tablet market Source: Morgan Stanley 2011
  • 9. Growth in mobile data Cisco Forecasts 6.3 Exabytes per Month of Video is predicted to account for over 50% of Mobile Data Traffic by 2015 all data usage in 2013 Source: Cisco VNI 2011
  • 10. 1% of world’s web traffic Apple’s ipad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S. Source: NetMarketShare 2011
  • 11. 4% of all wi-fi traffic iPad users consume 400 percent as much Wi-Fi data on average as owners of Android handsets, iPhones, and iPod Touches. Source: Meraki 2011
  • 13. US: Consumer Profile Source: Morgan Stanley 2011
  • 14. UK consumer profile 18-24 55+ 9% 20% 25-34 27% 45-54 19% 45-54 24% Source: You Gov 2011
  • 15. Early Adopter 48% 37% 35% 35% 30% 26% Smartphones Portable game Portable media Netbooks eReaders Tablets players players Source: You Gov 2011
  • 16. Tablets are for content Source: Morgan Stanley 2011
  • 17. Disruptive versus other devices Source: Morgan Stanley 2011
  • 18. Content most popular apps Source: Morgan Stanley 2011
  • 20. Used alongside other media... 21% of their usage in terms of time is ‘lying in bed’ Source: Nielsen 2011
  • 21. ...or lying in bed! 70% of tablet users, use their tablets while watching television. Source: Nielsen 2011
  • 23. iPad: Browsing and Buying The tablet’s portability and ease of use explains why consumers see them as ideal tools for researching products, browsing and purchasing. •59% agree that these devices would serve as an ideal tool to research products before making a final purchase. •More than half (56%) believe the tablet to be an ideal tool for browsing their favourite catalogues and retailers •49% thought the device would be ideal for purchasing Source: Real Value LLC 2010
  • 24. Role in the purchase funnel Source: Real Value LLC 2010
  • 25. Frequency of browsing Frequency of browsing or buying online Source: Real Value LLC 2010
  • 27. Quality of shopping experience The quality of the shopping experience The quality of the shopping experience vs a smartphone Source: Real Value LLC 2010
  • 28. B2C App: Finish Line Finish Line “Sales through the “We’ve Got It” program, where sales associated and customer service reps use web-enabled devices to find products for customers and arrange shipping directly to their door, “are exploding, up 48% on a year to year basis” Glenn Lyon, CEO, Finish Line
  • 30. A Paradigm shift Desktop Era Mobile Era Fixed Location Pull Pull & Push Search Relevance Social Contextual Dayparts Always On Information Entertainment
  • 31. UX is Revolting “With its radically different approach, the iPhone is expected to cause a collective rethinking on everything from hardware design and user interface to consumer expectations and media consumption.” Jakob Nielsen, June 2007
  • 32. Mobile User Experience Emotional Physical Time Ergonomics Social Environment T Need Multi-sensory Emotion Multi-platform Push/Pull Social
  • 33. Characteristics of Mobile UX Emotional Physical Time Ergonomics Environment Need/Value T Emotion Multi-sensory Push/Pull Multi-platform Social Shared
  • 34. A Catalyst for Innovation
  • 35. Mobile UX: Physical Ergonomics Dexterity, lap, standing up, walking. Environment Office, bar, travel, home, park, postcode. Physical Multi-sensory Media blended, other devices, other activities. Multi-platform AR, in-store, compare, buy, ship Shared Friends, colleagues, partner.
  • 36. Characteristics of Mobile UX Time Daypart, amount of time, bandwidth. Need Entertain, Connect, Compare, Review. Emotional T Emotion State of mind, productive, escapist. Push/pull Consuming ,contributiig, distributing content . Social Update, status, review, report.
  • 37. New User Journeys Ergonomics Time How/When will it be used? Dexterity, lap, standing up, walking. Daypart, amount of time, bandwidth. Environment Need Where/How will it be used? Office, bar, travel, home, park, postcode. Entertain, Connect, Compare, Review. Multi-sensory Is it a shared activity & how Emotion Media blended, other devices, other activities. does it feel? State of mind, productive, escapist. Multi-platform What is the user looking to Push/pull AR, in-store, compare, buy, ship Consuming ,contributing, distributing content . do? Shared Social Friends, colleagues, partner. Is it connected and shared? Update, status, review, report.
  • 38. Multi-Context Environment Multi Multi Multi Channel Platform Context
  • 43. A New Approach: Bentley Ergonomics Time How/When will it be used? Dexterity, lap, standing up, walking. Daypart, amount of time, bandwidth. Environment Need Where/How will it be used? Office, bar, travel, home, park, postcode. Entertain, Connect, Compare, Review. Multi-sensory Is it a shared activity & how Emotion Media blended, other devices, other activities. does it feel? State of mind, productive, escapist. Multi-platform What is the user looking to Push/pull AR, in-store, compare, buy, ship Consuming ,contributing, distributing content . do? Shared Social Friends, colleagues, partner. Is it connected and shared? Update, status, review, report.