Evolution and purpose of mobile phones

1. Smartphones
Barbara Bermes
Lunch & Learn
September 2011
Confidential & Proprietary
Tuesday, October 16, 2012

2. 2
Overview
‣ What does smart mean to us?
‣ Evolution and purpose of Mobile Phones
‣ The power of smartphones: the every-day pocket computer
‣ Mobile Phone Fragmentation
‣ Mobile Apps and Stores
Tuesday, October 16, 2012

3. 3
smart (adj.) on dictionary.com
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4. 4
smart (adj.) on dictionary.com
‣ quick or prompt in action [...]
‣ having or showing quick intelligence or ready mental capability
[...]
‣ clever, witty, or readily effective [...]
‣ dashingly or impressively neat or trim in appearance [...]
Confidential & Proprietary
Tuesday, October 16, 2012

5. 5
6.8 billion people in the world
Photo: http://www.robert-alonso-photos.com/wp-content/uploads/2009/08/3ConeyIslandBeach.jpg
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3.4 billion people with mobile devices
Flickr: Batikart
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rememb
Remember those...
thes
http://www.flickr.com/photos/lonelyfox/4
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We used to see mobile phones as
a device to purely communicate via
talk or text
2000: My first cell phone, 2-line
display with beautiful extendable
antenna
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What could my mobile phone do?
Text
Talk
Confidential & Proprietary
Tuesday, October 16, 2012

10. 10
We used to see mobile phones as
a device to do
business
Confidential & Proprietary
Tuesday, October 16, 2012

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We used to see mobile phones as
a device to
listen music to
Confidential & Proprietary
Tuesday, October 16, 2012

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Past: Mobile Phones
‣ Targeted to specific activities
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Now ...
‣ It’s an always on, always connected device - we can
choose what to do with it
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smart (adj.) on dictionary.com
Confidential & Proprietary
Tuesday, October 16, 2012

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smart (adj.) on dictionary.com
‣ quick or prompt in action [...]
not only responding to calls quickly but
also ...
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“Toronto resident Jason Wieler took the photo of the fare collector at McCowan station
just before 10 p.m. on Jan. 9, but said it took him a while to get around to posting it on
Twitpic.”, CBC.ca, TTC to investigate 'sleeping' fare collector
http://www.cbc.ca/news/canada/toronto/story/2010/01/22/snoozing-ttc.html
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17. 17
smart (adj.) on dictionary.com
‣ having or showing quick intelligence or
ready mental capability [...]
Confidential & Proprietary
Tuesday, October 16, 2012

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http://www.pavingways.com/mobile-widget-wiki/app-store-overview
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smart (adj.) on dictionary.com
‣ clever, witty, or readily effective [...]
Confidential & Proprietary
Tuesday, October 16, 2012

20. 20
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smart (adj.) on dictionary.com
‣ dashingly or impressively neat or trim
in appearance [...]
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22. 22
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Unique Benefits
First truly personal mass media Permanently carried
First “always on” mass media Built-in payment channel
http://www.flickr.com/photos/blogumentary/3947228410/sizes/o/in/faves-caseymckinnon/ Source: http://en.wikipedia.org/wiki/Seven_mass_media
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Mobile Context
Learning Chat
Discovery
Work
Music Camera
Sharing Play
Reading
http://www.flickr.com/photos/jcfrog/4692750598
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A people’s always-on companion
Home 93%
On-the-Go (e.g. walking) 87%
In a store 77%
Restaurant 73%
Work 72%
At a social gathering 66%
Cafe or coffee shop 54%
Doctor’s office 53%
Airport 50%
Library 32%
School 29%
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Q. Where do you use your
smartphone http://www.flickr.com/photos/wonderdawg777/662293238
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26. 26
Smartphones serve as pocket computer and
extend desktop experience
Smart phone activities within past week, excluding calls
81%
Browsed the
Internet
77%
Used a search
engine
68%
Used an app 48%
Watched
videos
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013) Q. Aside from making or receiving calls, which of the following activities, if any, have you done on
your smartphone in the past week?
http://random.hydryad.com/handy-dandy-iphone-pocket.jpg
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What we are willing to give up to keep our
smartphones
Internet usage on smartphone
43% 36% 26% 20%
Beer Chocolate High Heels Cable TV
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base:
Smartphone Users (5013). Q. Which of the following things would you be willing to give up for an entire month, in exchange for
continuing to use the Internet on your smartphone?
http://random.hydryad.com/handy-dandy-iphone-pocket.jpg
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http://higher-and-higher.com/wp-content/uploads/2011/03/cellphone_usage-590x3193.jpg
http://www.flickr.com/photos/20923094@N04/3071557839/
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Who uses their smart phone to
call anymore?
http://higher-and-higher.com/wp-content/uploads/2011/03/cellphone_usage-590x3193.jpg
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Mobile Device Fragmentation
‣ Devices come in many forms
‣ The main factors for the diversity are hardware & software
http://www.flickr.com/photos/davepatten/124418044/sizes/l/in/photostream/
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The idea of mobile apps
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Infographic
‣ August 2011, This is Mobile (thisismobile.com)
http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/
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http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/
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http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/
Confidential & Proprietary
Tuesday, October 16, 2012

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(end)
@bbinto
Confidential & Proprietary
Tuesday, October 16, 2012