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Mobile Phone Love

Date post: 01-Sep-2014
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CMD students from KHLIM gathered in Kaai16 in Hasselt. Goal was to listen to and interact with Dorien Aerts and Koen Delvaux from City Live on their vision on mobile internet technology and business models.
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The magic of mobile
Transcript
Page 1: Mobile Phone Love

The magic of mobile

Page 2: Mobile Phone Love

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

Page 3: Mobile Phone Love
Page 4: Mobile Phone Love

European figures

Some European facts (via Eurostat, figures 2006)

– 95 mobile phones for every 100 Europeans

– Top three countries mobile subscriptions per 100 persons1. Luxemburg (155)

2. Lithuania (139)

3. Italy (134)...

Netherlands (113)

Belgium (89)

Page 5: Mobile Phone Love

Global figures

Some global facts• India is the largest growth market, adding about 6 million

mobile phones every month (via wikipedia)

• The number of mobile phone subscriptions in the world will reach 4 bln by the end of 2008 driven by growth in developing economies (via itfacts.biz)

• In Japan half the top selling books are written on mobile phones (via Techcrunch)

• The majority of marketing directors (60%) favour mobile marketing over online marketing (via cellular-news.com)

Page 6: Mobile Phone Love

What do people do on their mobile phone?

Text

Call

Calendar/ alarm clock/ games/ringtones/...

Surf?

Page 7: Mobile Phone Love

Mobile search

Amount of people that accesses a mobile site for mobile search at least once a week

Page 8: Mobile Phone Love

What do people surf to?

Page 9: Mobile Phone Love

Situation in Belgium

9www.citylive.be

60%

Internet

enabled

phones2%

Mobile

internet

users

Page 10: Mobile Phone Love

De Standaard (Belgian newspaper)

10www.citylive.be

Mobile website made attractive Mobile relevant content Dynamic links for stickiness

Page 11: Mobile Phone Love

VT4 (Belgain TV channel)

11www.citylive.be

Create brand identity Install on phone Mix content with adds Focus on premium content

Page 12: Mobile Phone Love

Mobile right now

• Not very innovating

Sms, ringtones, wallpaper

Mobile content and services are copies of online counterparts

• Closed

Handset manufacturers, operators, content and service providers

Page 13: Mobile Phone Love

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

Page 14: Mobile Phone Love

About you and me

Page 15: Mobile Phone Love

Open environment

Page 16: Mobile Phone Love
Page 17: Mobile Phone Love

LTAP = Location

Time

Activity

Profile

You take your phone

everywhere

Context adds value

Page 18: Mobile Phone Love

A glimpse of the future

Google Android apps

Page 19: Mobile Phone Love

“Location-based Mobile Social Networking Will Generate Global Revenues of $3.3 Billion by 2013”

“The recent emergence of location-based mobile social networking services offered by providers such as GyPSii, Pelago and Loopt is revolutionizing social networking by allowing users to share real-life experiences via geo-tagged user-generated multimedia content, exchange recommendations about places, identify nearby friends and set up ad hoc face to face meetings.”

Via ABIresearch.com, August 2008

Page 20: Mobile Phone Love

Article by Unizo shows relevance

20www.citylive.be

Page 21: Mobile Phone Love

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

21www.citylive.be

Page 22: Mobile Phone Love

Mobile internet: what do we miss ?

content

marketing

design

...

22www.citylive.be

Page 23: Mobile Phone Love

Nice design ?

23www.citylive.be

Design is wrong. But: Interaction model is right!

Page 24: Mobile Phone Love

About broken interaction models

Mobile internet = new usage model

(the web is not the net)

24www.citylive.be

Page 25: Mobile Phone Love

Mobile interaction models

• Limited interaction time(30 seconds)

• Fun factor is more important then productivity

• Staying in touch

• No rational value perception

• Personalisation is important

• More lean-back than forward (constant change of context)

Page 26: Mobile Phone Love

The mobile web will be

• not about the web

• not about the device

• It’s about services

– That live in the net

– Are available on multiple devices

– Can interact to become better

26www.citylive.be

Page 27: Mobile Phone Love
Page 28: Mobile Phone Love
Page 29: Mobile Phone Love

The widget model is fit for...

29www.citylive.be

API

Page 30: Mobile Phone Love
Page 31: Mobile Phone Love

Orb

Page 32: Mobile Phone Love

Nabaztag

Page 33: Mobile Phone Love

City Live technological model

33www.citylive.be

GLOWEMobile Widget

Platform

CMFCommunity

ManagementFramework

HYDRATransactional Managed Services Framework

Supported by:

GLOWE.ORGSupported by:

GLOWEME.COM

Supported by:

GLOWEBACK.COM

CSP platform

Customer project

CMF website

integration

CustomGLOWEclients

CustomerWidgets

Page 34: Mobile Phone Love

What is GLOWE ?

34www.citylive.be

Define in XML description, run on multiple platforms

Page 35: Mobile Phone Love

Mobile OS

Runtime

ApplicationFramework

Hardware

Situation: Mobile runtime environments

Page 36: Mobile Phone Love

WidgetCreation

Mobile B2CWidget sites

WidgetSyndication

WidgetPublication

Situation: Widget environments

Page 37: Mobile Phone Love

Web runtime of tomorrow

HTML renderer

Javascript engine

Plugin architecture

UI (chrome) FlashSilverlightJava

Google GearsWebkit extensions Opera widgets

Webbrowser architecture

local proxy

DB

Device API

location UID camera

Future:OpenAPI(Android ?)

AJAX

Page 38: Mobile Phone Love

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

38www.citylive.be

Page 39: Mobile Phone Love

Where is the money ?

The user pays

39www.citylive.be

ATTENTION

Page 40: Mobile Phone Love

Attention brokering

40www.citylive.be

broker

“Testdrive the new Dodge Viper”my preferences

Page 41: Mobile Phone Love

What is attention management ?

41www.citylive.be

• Lots of parties want our attention (classical = advertsing)

• What do we “pay” when we pay attention ?

• Attention management is about

• tracking the things you pay attention to (or ignore)

• mining and storing that data

• putting it to good use (optimize service)

Page 42: Mobile Phone Love

Mobile context adds value for advertisers

42www.citylive.be

$/month

CPM

CPC$/sale

pay for the result

pay for being found

pay for being seen

pay for space

Page 43: Mobile Phone Love

Mobile advertising

43www.citylive.be

1 to 50 € per filled in form

Page 44: Mobile Phone Love

Mash-up business model

44www.citylive.be

Page 45: Mobile Phone Love

Stay in touch

45

blog.citylive.be www.citylive.be


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