Future Mobile Landscapes

transcript

1Sunday, 30 November 2008

[Iworkat3]

2Sunday, 30 November 2008Sobeforewegetstarted,yes,IworkforthecompanythatDOESN’ThavetheiPhone.YesIdoknowwhenwearegettingit,andnoIcan’ttellyou.

Copycats

3Sunday, 30 November 2008In the meantime, we have some great new handsets....

4Sunday, 30 November 2008And for the rest, umm, oh well.

1 September 2008

Mobile Design Challenges:

or the 1,000 piece jigsaw puzzleDr. Rod Farmer, Senior Manager, User Experience and Creative Services, 3 Mobile Australia

5Sunday, 30 November 2008Goodafternoon,mynameisRodFarmerandIworkfortheonlycarrierinAustraliawithoutthei‐Phone.Beforeanyoneasks,noIdon’tknowwhenwearegettingit.

I’dliketotalktoyoutodayaboutsomeofmyevolvingthoughtsonbuildingandmanagingUXteams.I’dlovetohearyourownthoughts,asthisisanareaofUXthatdoesn’tgetallthatmuchdiscussion.

6Sunday, 30 November 2008Senior Manager, UX+CS. I joined 3 12 months ago having worked at Telstra in mobile user experience. Prior to that, well, I hung out here a lot :-)

Currently I’m responsible for tactical and strategic direction for mobile, devices, applications, online and self-service. I’ve also recently started leading company wide process reforms and chair UX panel between UK and AU.

For those of you who already know me, you’ll attest to the fact that I am passionate about User Experience. More precisely, I am absolutely driven by our ability, as a discipline, to significantly improve people’s lives. I work for Telco’s because I see mobile technology as being the most powerful and accessible means of achieving this outcome.

Iloveworkingfor3becauseweseeourselvesandourcustomersasunique–andit’sthisuniqueapproachthathashelpedusgettowherewearetoday.WearethefastestgrowingTelco,recognisedasindustryinnovators,andconstantlychallengewhatitmeanstoprovidegreatmobileexperiences.We’renotafraidtobedifferent,infact,weembraceit.

"Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people on this planet who

still don't have access to the Internet. And we think mobile presents the biggest

opportunity to get them on the Internet.“Chris Sacca, former head of special initiatives at Google late 2007

8Sunday, 30 November 2008•So mobile really does represent an amazing opportunity to create meaningful experiences in people’s lives.

•And this is the challenge I think most businesses are starting to realise.....

MobileSubscriptions

3.3billion in 2008

People

1/5Mobile Web Audience

accessing theWeb» 5.7 million from Mobile» 30 million from PC

» 30 million from a Mobile» 176 million from a PC

…not just about the architecture

Notre Dame de Paris….

Not just about the content

……Not just about navigating from A to B

….not just about successfully completing goals

Experience is beyond good service.

Good experiences are: remembered, savored, recounted, publicised, souvenir-ed, replicated

It’s more about the sensations that people get from using service. Sometimes that is what people come for and pay for

15Sunday, 30 November 2008Stagingagoodexperienceisnotjustaboutdeliveringgoodservicetosatisfiedcustomers

Goodexperiencesareremembered,savored,recounted,publicised,souvenir‐ed,repeated

It’saboutthesensationsthatpeoplegetfromusingservice

Sometimesit’sthesensationsthatpeoplecomeforandpayfor

18Sunday, 30 November 2008Receivinglotsofconflictingdirections,withnoclearsignpostsforacommonpathforward

19Sunday, 30 November 2008Not just a problem for us - all telcos face this uphill battle.

Indispensible desirability

20Sunday, 30 November 2008But these problems are particularly important to 3 as our aspiration is to be Indispensable Desirable.

To challenge and change forever the way people use their mobiles and the internet, by creating an experience that is simply better than the one they know today.

21Sunday, 30 November 2008And in order to achieve this, we’ve realised pretty quickly that the only way forward is to change the game we’re playing..

22Who’s driving?22Sunday, 30 November 2008

One of the problems we face today producing compelling designs in the degree of mobile technology fragmentation

It’s hard to know where we’re going and the best way to get there. It’s very easy to get lost in the options

23Sunday, 30 November 2008HIstorically,partoftheproblemhasbeentryingtocreateacaptiveaudience.

Howdoyougetacaptiveaudience?Theproblemhasisperhapsinnovationitself

Innovation‐‐>Differentiation‐‐>Protectionism‐‐>Fragmentation

24Sunday, 30 November 2008Andmobiletechnologyhasevolvedrapidly,fromsimple2Gserviceswithlimitedinteractionin2001

25Sunday, 30 November 2008Tofullyfeaturedcommunicationandmediadeviceswithnovelinteractioninterfacesin2007

26Sunday, 30 November 2008Overtheyears,we’vehungontotheselegacydevices.1500differentdeviceshittheportalpermonth(devices,firmware,differentplans,etc.)

Eachdeviceisdifferent,mostlyincompatible,andhasdifferentlevelsoffunctionalityandstandardssupport.

Whilstnewdevicesactasarevenuegenerator(unlessit’salossleader),deviceflexing,provisioning,testing,nottomentionspecificdesigns,isverycostly.

ChallengesBackground &

Mobiletechnologylandscape

29Sunday, 30 November 2008Mobiletechnologylandscape

“I know what ugoogly is”

30Sunday, 30 November 2008To give you a better understanding what typically goes on, here’s a typical product on 3 Mobile.

How do we get to the end-user view?

Provisioning: Global test, local flex design, local testing, provisioning partners, updating our servers and gateways, visual design testing, content testing, OTA, and much more.

Rendering: Hutch, Provisioned, Who?, Device type, Roaming, Subscription checks, Billing systems check, etc...

RSS problems!!!

Device capability...

31Sunday, 30 November 2008Different devices require different designs, either scaled or different style entirely.

At Hutch we do Pixel perfect design... At quite a bit of complexity, but there’s a payoff

Discuss traffic to Hutch, Portal access, and 3G content penetration.

How do we currently make sense of all these sizes? DA Classes: DA2, DA6, DA1,2, DA3,4, DA7 (soon - DA0 with liquid layout)

But there’s a better way --> pattern-based classes

DA6today

32Sunday, 30 November 2008Device capabilities

Roaming - 2G limitations what do you do?PricingDevice rendering: page weights, CSS reliability, media formatsPointer versus Scroller (link styles)Linear versus parallel renderingLatency - DNS, GTTN gateways, subscription checks, etc.Expectations around responsiveness.

DA6to-dohh!

33Sunday, 30 November 2008Pixel perfect style works brilliantly for us, 82% 3G content usage penetration. Telstra is 16%

But this means testing must be done on EVERY design, EVERY handset, EVERY different customer profile.

34Sunday, 30 November 2008Lotsofbasichygienefactorslikefontsupport.

JesusPhone

35Sunday, 30 November 2008Eventhisbabyhasproblems

Viewportshapticinteraction.mobisupportmediaformatsupport

36Sunday, 30 November 2008Andthenthere’stheactualdifficultiesindealingwithdifferenthandsettechnologies.

Talkabout

thinkingNext wave

38Sunday, 30 November 2008AndroidvsiPhone

open‐marketenvironment,democratisedinnovationclosed‐marketenvironment,openinnovation

Tradeoffisvarianceinqualityanddesirabiliy.

OMA DeviceAtlas

ready.mobi

JavaFXAIR

WebKit

Flash Lite

jQuerywurfl

XHTML-MPWireless CSSCSS 3MWI transcoding

Linux ARM

ECMAScriptmojax

widgets

Walk-off!It’s a

40Sunday, 30 November 2008So we’re not prepared to sit back, and have taken some measures to address the situation.... And, we’ve continued to innovate.

What’s a LiquidLayout?

» expandable content» pages that flow» wrapping content» liquid CSS/Code» scalable design

41Sunday, 30 November 2008Moving beyond device classes, and moving to pattern-based interaction design.

42Sunday, 30 November 2008And we can even switch out UI component elements to better make interaction style (so we support haptic UI design).

Can be done on the fly...

TheFlowDrop

Change is possible...

Email: rfarmer@hutchison.com.au

Available on slideshare....

Email: rfarmer@hutchison.com.au

Available on slideshare....