mobile phone love

The magic of mobile

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

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)

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)

What do people do on their mobile phone?

Text

Call

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

Surf?

Mobile search

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

What do people surf to?

Situation in Belgium

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60%

Internet

enabled

phones2%

Mobile

internet

users

De Standaard (Belgian newspaper)

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Mobile website made attractive Mobile relevant content Dynamic links for stickiness

VT4 (Belgain TV channel)

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

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

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

About you and me

Open environment

LTAP = Location

Time

Activity

Profile

You take your phone

everywhere

Context adds value

A glimpse of the future

Google Android apps

“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

Article by Unizo shows relevance

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1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

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Mobile internet: what do we miss ?

content

marketing

design

...

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Nice design ?

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Design is wrong. But: Interaction model is right!

About broken interaction models

Mobile internet = new usage model

(the web is not the net)

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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)

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

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The widget model is fit for...

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API

Orb

Nabaztag

City Live technological model

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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

What is GLOWE ?

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Define in XML description, run on multiple platforms

Mobile OS

Runtime

ApplicationFramework

Hardware

Situation: Mobile runtime environments

WidgetCreation

Mobile B2CWidget sites

WidgetSyndication

WidgetPublication

Situation: Widget environments

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

1. Mobile phone love

2. The new mobile internet

3. Widgets to the rescue

4. Where is the money

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Where is the money ?

The user pays

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ATTENTION

Attention brokering

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broker

“Testdrive the new Dodge Viper”my preferences

What is attention management ?

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• 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)

Mobile context adds value for advertisers

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$/month

CPM

CPC$/sale

pay for the result

pay for being found

pay for being seen

pay for space

Mobile advertising

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1 to 50 € per filled in form

Mash-up business model

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Stay in touch

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