The Mobile Web

How it could look like

HISTORY

How old is the mobile web?

The first mobile web

Why did it fail?

The web became popular because there are no rulesThe mobile web is nothing but rules

DEFINITION

What is mobile internet?

Mobile internet = new usage model

(the web is not the net)

Mobile usage 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 then forward

(constant change of context)

fixed internet mobile internet

search is key context is key

finding being found

email VoIP & IM

the world is outside the world is around me

web surfing web services

PC & laptop many devices

“I don’t believe people are going to browse the Web on their phone. I don’t believe people want to use Wikipedia from their phone.”

(Brendan Eich, CTO Mozilla)

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

IDEAS

Game console evolution

Nintendo WiiMaking things simple againMicrosoft

XBOX 360Bigger, better, more featuresSony

PlaystationControlling ecosystemAtari Pong

1 feature,“appliance”

Mapping mobile evolution

1 feature, “appliance”

Controlling ecosystem

Bigger, better, more features

Making things simple again

?Mobile PhonesVoice calls only

i-mode“walled garden”

Windows MobileCarry-on computer

Orb

Nabaztag

STATEMENTS

afraid of disruption

not IP ready

OSS/BSS focussed

not community based

making still enough money today

LTAP = LocationTimeActivityProfile

Mobile Web 2.0

Web 2.0• User generated content• Mashups• Interactive rich experience• Social networking• Long Tail enablement• Multi-device

Mobile

What is attention management ?

• 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)

One size fits nobodyProsumer model• Lead users start

experimenting• Entrepreneurs pick up• Operator facilitates

turning it into a product

e.g. Success of SMS, Ringtones, wallpapers

Traditional model• Operator decides what to

launch• Operator starts marketing• Users adopt service

e.g. Failure of wap, mms, java download

CONCLUSION

Mobile fits the web evolution

1. The Internet: links computers

2. Web: links documents

3. Graph: links people and their activities / documents

So what’s the conclusion, hu ?

• The mobile web will be about

• It will not be about

• It will be supported by

Start learning a new skill !

Widgets

Webpages

Device API’s

GLOWE ?

Thank you !