Why Mobile? Part 1 - Context

Why should you worry with your mobile strategy? Is it just another

channel?

Why do you think it’s a phone?

• Think you are about to travel somewhere else. You are in Brazil, and will fly to the US, say Miami. What do you do with your “phone” to check the weather forecast?

A. Call MiamiB. Check via web or app

100% will answer B. So this thing in your pocket is not a phone. Not anymore….

Is it a channel?

• Some also say that the mobile is a new channel. Just like web, intranet, banners, screen TV´s, etc…– Good. It is this……and more:

• It allows you to interact and buy things, like the web• It allows you to search things such ass files and folders, like the intranet• It allows you to see ads, like the banners• It allows you to see video ads, like screen TV´s

• It puts the context at your service!

How come context can be at my service? (1/3)

• A mobile device can know:– What you want to buy– Where you want to go– What time you want to arrive– Where are you now (street, building, floor,

room)– What time is it– What are your interests– All must be allowed by the user by:

• Installing an App• Accepting terms & conditions

– That´s too much….but if you are not doing anything wrong, then it should be fine…

How come context can be at my service? (2/3)

• A mobile device can know:– What you want to buy - > Analytics– Where you want to go -> GPS & Indoor

Navigation– What time you want to arrive -> GPS– Where are you now -> GPS, Barometer, WiFi,

Bluetooth, Beacons, NFC, Mobile Network– What time is it -> Any doubt?– What are your interests -> Analytics

– All included in an nice and beautiful……”phone”.

How come context can be at my service? (3/3)

• In practical terms:– You will travel by plane, and automatically

receives a notification if:• Your boarding gate changes• The weather changes in your destination

– You get to a shopping mall and:• Receive a welcome notification• Receive offer of something you have been

looking for some time• Receive an offer to get a free chocolate in

your preferred cofee shop…as soon as you get to the shopping

– You are driving home and:• Your navigation app decides the best route,

depending on the traffic• Takes you through your preferred route.

How come context can be at my service? (3/3)

• In practical terms:– You will travel by plane, and automatically receives a notification

if:• Your boarding gate changes• The weather tomorrow in your destination

– You get to a shopping mall and:• Receive a welcome notification• Receive offer of something you have been looking for some

time• Receive an offer to get a free chocolate in your preferred

cofee shop…as soon as you get to the shopping– You are driving home and:

• Your navigation app decides the best route, depending on the traffic

• Takes you through your preferred route.

So, your smartphone already uses context? How much?

• It is still a bit basic. But will improve in time.• Nowadays, smartphone processing power is

being used in in a small extend, but processing power is there:

Okay, I see the potential. What´s next?

• Context Awareness brings more intelligence to your “phone”. Some trends (search for these in the web):– Location Awareness– Activity Recognition– Innovative user interfaces and services– Health Care– Pervasive Gaming

Ahhh, some hints on what are these…

Location Awareness

Current LocationLocation Update

Location Address(Oops! Some context here!)

Geofencing NotificationsAha! Great context here!

Geofencing

Activity Recognition

Gysroscope

AccelerometerMagnetometer

Barometer

All Inside you phone

Use a tool called AndroSensor to see what´s inside your “phone”

In Vehicle On Bicycle On foot Still

Contextual app behavior!

Innovative User Interfaces

A very, very simple example from YouTube and Netflix apps:

Connect to the same WiFi than your TV is.

Select “Pair device” from YouTube on your TV

Pair with your phone

A mysterious, but contextual, blue box will appear, every time that your TV is connected to the same network than your “phone” is….

HealthcareDon´t know from where to start…pictures may say everyting….

Don´t know how much of this is IoT, how much is context…will talk more on IoT…

Pervasive GamingThe name is complicated…simply means: new ways to have fun. On mobile, then the fun is countless….

Mixed or Augmented Reality Games: Have you heard about Ingress (from Google)?

Current Location

An engine adding another reality over the current context (location)

Any more ideas?

Like the presentation?

Agree?

Disagree?

Ideas are most welcome!

Find me in the web:alexandre.nogueira@gmail.com

These are my personal opinion, based on my personal research! It does not represents any company.