frammenti storici di mobile ux & mobile services strategies
TRANSCRIPT
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massimo pettitigloBrain, innovation management
frammenti storici di mobile Ux & mobile services strategies
Lugano, Ux Conference 3 dicembre, 2009
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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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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
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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
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build your own i-mode site
i-mode services example in europe
bouygue telecom, summer 2003
mobile sites model was in some way close to ntt-docomo i mode service
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mobile web & telco players-summer 2004
i.tim, summer 2004
mobile portal paradygm
rich/media content
content/service provider integration
7umts and gprs mobile portal vodafone italy, summer 2004
mobile web & telco players-summer 2004
mobile portal paradygm
rich/media content
content/service provider integration
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Expert walkthrough
Benchmarking
Usability testings
New UI Guidelines Products redesign New Portal
telcos & interaction design: a new challange...
(mobile portal design)
3italy, summer 2004
mobile portal paradygm
rich/media content
content/service provider integration
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mobile content & 3G: lesson learned
mobile contents:
2000 2004 2008 t
premium
UGC
less premium or “sole right” content, and more from the net (people), as market grows
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google, apple and out of industry players
the bit-pipe nightmare, or: “who owns the customer?”
- 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?
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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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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
a different business model
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"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.
100% native code means
appbreeder: 4Q2010
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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 with a total new mindset.
www.learningbyconnecting.coma great capital in social connections
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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/
