att förstå mobilens natur
DESCRIPTION
Begreppet ”mobil” betyder så mycket mer än bara en mobiltelefon. Det är både en fysisk och mental dimension som du som ledare måste förhålla dig till när du produktutvecklar för framtiden. Lär dig mer om olika behov och önskemål för kommunikation och interaktion i farten och lär dig vilka affärsmöjligheter det nya kommunikationslandskapet ger ditt företag. Martin Deinoff, VP Marketing and Business Development & Fredrik Hörnsten, Web Strategist Creuna SwedenTRANSCRIPT
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UNDERSTANDING THE NATURE OF MOBILE
Creuna Digital Briefing 2010Mobile Business Innovation
#DigitalBriefing
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THE SPEAKERSFredrik:
+46 733 137 077 [email protected]
twitter.com/hornsten
Martin:+46 733 113 [email protected]/martindeinoff
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RETROSPECTION
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WE ARE AT A BREAKING POINT
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INFORMATION
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PRINTRADIO
REACH
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PRINTRADIO
RECORDINGS
FEELINGS
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PRINTRADIO
RECORDINGSTELEVISION
ENTERTAINMENT
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PRINTRADIO
RECORDINGSTELEVISION
INTERNETALL-IN-ONE
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MOBILE...is with us all the time...reinvents interaction models...uses built-in hardware features...has built in personalization
PERSONAL
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THE FUTURE
IT DOES NOT END HERE
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MOBILE NOW
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It is with us all
the time
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Let me Google that for you!
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Let me show you!
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Let me suggest a wine for that fish?
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Let me find a place for lunch!
Kanske ta bort...
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It reinvents interaction models
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It uses built-in
hardware features
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Get the best price!
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http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
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http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate
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http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate
http://www.flickr.com/photos/qrable/3891459413/
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http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/http://www.realestateseo1.com/qr-codes-for-real-estate
http://www.flickr.com/photos/qrable/3891459413/
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...or Google anything with your camera!
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Track your run...
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...or your sleep cycle!
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...or your music!
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It has built in personalization
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The users digital ecosystem
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Social hub!
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Built in payment
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BEING MOBILE
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WE ARE MOBILE
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“THE BEST DEVICE IS THE ONE YOU HAVE WITH YOU”
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“THE BEST DEVICE IS THE ONE YOU HAVE EASY ACCESS TO”
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“THE BEST DEVICE IS THE ONE THAT IS BEST FOR THE TASK”
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? ?
???
web
app
e-com
intranet
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Desktop
SmartphoneLaptop
Slate
TV Kiosk
The Context influence Needs & Behaviors
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wake up - check mailread the news - breakfast subway - FacebookGoogle Docs - at work on the way home - recipe on the smartphoneaccount balance - while shopping in the sofa - game + tv + music + webb +...
MICROTASKING
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OK... CONTEXT IS PRESIDENTBUT CONTENT IS STILL KING
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MOBILE STUFF IS COOL BUT IN THE END OF THE DAY IT’S JUST TECHNOLOGY
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MOBILIZE
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Source: Morgan Stanley
2007 2010 2013 2016
Desktop Internet Users Mobile Internet Users
Mobile will rule them all by 2014!
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Mobile first!
Gives you an easy start
Market is exploding Extends your opportunities
Keeps you focused
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Five rules to go
mobile
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Simplicity is God!1
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Think about: Mobile limitations provides focus - keep it that way! Prioritize and don´t be afraid to skip featuresFocus on the users task and optimize for it
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2Context is president! 2
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Desktop
SmartphoneLaptop
Slate
TV Kiosk
The Context influence Needs & Behaviors
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Think about:
Think user-goal not platform
Be focused, tie closely to a specific context
Physical conditions like light, noise and temperature
Open API’s can do the work for you
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3App or web?Don´t
choose! 3
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It´s all about usage
0
12,5
25
37,5
50
Symbian Blackberry Apple Microsoft Android Other
Market share App download and usage
%
Gartner Q1 2010: Market Share
AdMob Operating System Share, May 2010
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...and web as a long term solution!
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Think about: Define Your Audience Look at the downloading and usage pattern Look at the ecosystem around the appAlways build web for the long-run!!!
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4Users have advanced technology - use it!4
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GPSWIFI
Local storage
Camera Multitouch Interface
VideoBackground notifications
Accelerometer
Gyro
Soundrecording
Bluetooth
RFID
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Think about: The different terminal sensors are your connection to the physical world
Only do what can not be done with usual means, remember the flaws
Use the technology to extend your product
The development can be costly, try to use mashups and do careful ROI
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5Use users existing
digital ecosystem 5
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Think about: Use the fact that the mobile is personalizedBuild in connections to social networks Use built in payment and service systems
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THE SPEAKERSFredrik:
+46 733 137 077 [email protected]
twitter.com/hornsten
Martin:+46 733 113 [email protected]/martindeinoff
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UNDERSTANDING THE NATURE OF MOBILE
Creuna Digital Briefing 2010Mobile Business Innovation
#DigitalBriefing