Olof Schybergson, CEO of Fjord, presented on next generation devices and users. The presentation highlighted that new mobile devices are driving changes in user behavior and how people project themselves. Considerations for service providers include navigating the distribution of apps and user time across multiple devices. Keys to success include creating fluid organizations, elegantly simple solutions, and applying service design skills.

1. Next generation devices for
next generation users
Olof Schybergson, CEO
25th January 2011

2. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 2 © Fjord 2011 | Confidential

3. At Fjord we design world class digital services
We design digital services that transform businesses and help shape tomorrow’s world.
Slide 3 © Fjord 2011 | Confidential

4. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 4 © Fjord 2011 | Confidential

5. The three waves of mobility
1800 1990-2000
Wave 1 Wave 2 Wave 3
Migration from Africa Industrial revolution Today’s age
Break- Effective mass market Appropriate & tailored
throughs Language, agriculture
production solutions
Key
skills Handling tools Understanding technology Understanding people
Slide 5 © Fjord 2011 | Confidential

6. Three epic digital battles in Wave 3
1990’s 2000’s 2010’s
?
The desk The pocket The sofa
Slide 6 © Fjord 2011 | Confidential

7. People want mobility!
Slide 7 © Fjord 2011 | Confidential

8. Different screens dominate at different times
7:00 AM 8:02 AM 8:30 AM
Wake up, get Drink coffee, read Drive to work 9:00 AM
ready news, check email Work day begins
12:00 PM
Lunchtime, call a friend
2:48 PM
6:40 PM Take a break,
Dinnertime, watch browse phone
9:20 PM TV, browse tablet 5:00 PM
Bedtime, set alarm Work day ends.
clock for tomorrow Drive home
Slide 8 © Fjord 2011 | Confidential

9. Definition of ‘new mobility’ – beyond the mobile phone
1. Convergence of 3 mass media: TV, Internet, Mobile
2. More connected devices – everywhere
3. Work & free time merge, ‘consumerisation’ of work
4. Liquid service experiences – across time and devices
Slide 9 © Fjord 2011 | Confidential

10. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 10 © Fjord 2011 | Confidential

11. Devices reflect people (to self and to others)
Projection by self Projection by others
Slide 11 © Fjord 2011 | Confidential

12. Devices also change habits
graph shows when people
This version of the graph shows
whenarticles on their computer.
read people who own iPads read
articles on their computer.
…and this is the corresponding
graph for when people read articles
on their iPad.
Slide 12 © Fjord 2011 | Confidential Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

13. Tablets are the new
mobile frontier
Slide 13 © Fjord 2011 | Confidential

14. Key tradeoffs in device segmentation
One hand Two hand
Pocket Bag
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15. There is also segmentation within tablets
Multiple functions Single focus
Apple iPad
RIM PlayBook
Ericsson’s
Touchpad TV
Remote
Slide 15 © Fjord 2011 | Confidential Amazon Kindle

16. iPad adoption
The perfect cross-generational bridge?
Slide 16 © Fjord 2011 | Confidential

17. People also want choice…
Slide 17 © Fjord 2011 | Confidential

18. …the current solution is a flood of app stores
Slide 18 © Fjord 2011 | Confidential

19. More experience
Fighting for timeshare
Slide 19 © Fjord 2011 | Confidential

20. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 20 © Fjord 2011 | Confidential

21. There’s no lack of cloud innovation…
Several companies have
announced to introduce
private cloud services
Google Chrome OS will change how
we think of a PC
Pogoplug – your personal cloud
attracted investment this year
Evernote and Dropbox – offer
clients for most platforms,
essential for mobility
Slide 21 © Fjord 2011 | Confidential

22. But what types of clouds do people want?
Storing data is solved. Moving it is not. Smart caching and syncing are critical
Data doesn’t live in isolation anymore Masheable clouds will be popular
We use several devices in lots of places Clouds should assume multiple devices
Many brands are unknown or mistrusted Trusted authentic cloud brands will win
Slide 22 © Fjord 2011 | Confidential

23. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 23 © Fjord 2011 | Confidential

24. We should stop obsessing about ‘structure’
It’s correct that companies can be destroyed by a lack of structure, and a lack of
accountability can be a real problem.
But structure itself is not the answer to the challenges of globalisation and
hypercompetition. Company structure is merely a hygiene factor that should be kept as
simple as possible.
Slide 24 © Fjord 2011 | Confidential

25. Tomorrow’s companies will be obsessed with…
Communication Collaboration
Speed Flexibility
Slide 25 © Fjord 2011 | Confidential

26. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 26 © Fjord 2011 | Confidential

27. A universal design driver: Elegant simplicity
The traditional, dominant design for
wrenches. Consistent for decades.
The X-Beam™ offers a new
definitive design for wrenches
– it’s simply infinitely better.
Simply by having the two ends rotated 90 degrees, the grip is At Fjord we achieve similar
improved, offering 500% increase in surface contact area, and results with digital services.
the wrench applies 25% more force. The X-Beam™ is always Elegant simplicity guides
easy to pick up from a flat surface. everything we do.
Slide 27 © Fjord 2011 | Confidential

28. 3 examples of elegantly simple digital solutions
Netscape Navigator Apple’s Touch interface Amazon one-click buy
A revolutionary, yet simple, digital An intuitive, responsive, Amazon innovated digital
breakthrough in the 1990’s. The aesthetically pleasing interface purchasing on many fronts, but no-
unified one window for browsing innovation. The standard set by where more directly than with their
helped create the behavior that made Apple in 2007 has completely one-click solution. It made buying
the commercial web a success. The transformed the telecom industry, on line fast, easy and convenient,
core navigation still remains in and has set a benchmark that is and helped make Amazon the
modern browsers today. still hard for others to beat today. undisputed digital retail leader.
Slide 28 © Fjord 2011 | Confidential

29. Elegant simplicity is hard to achieve
Elegant? Maybe. Definitely not Simple? Yes. But not very
simple. Form over function. elegant. Function over form.
The challenge is to appeal to both heart (attraction) and mind (utility). Very few services do both well.
Slide 29 © Fjord 2011 | Confidential

30. Presentation content
CONTEXT New mobility
Devices and habits
CONSIDERATIONS
Walls and clouds
A fluid organisation
KEYS TO SUCCESS Elegant simplicity
Service design
Slide 30 © Fjord 2011 | Confidential

31. Service design – a crucial approach
Three broad, powerful trends make digital service design an important industry.
Interactivity Convergence Omnipresence
Mass medium When
Print 1500
Recordings 1890
Cinema 1910s
Radio 1920s
TV 1950s
Internet 1990s
Mobile 2000s
Two way response regardless of The convergence of TV, internet, Ubiquitous connectivity makes the
time and geography offers new and mobile enables new network smarter, more personal
and better ways to interact, consumer behavior, and and more real-time, thereby
thereby driving new service persistent service delivery. creating opportunities for services
paradigms to configure around user needs.
Slide 31 © Fjord 2011 | Confidential

32. In summary…7 insights
CONTEXT The age of new mobility is upon us
New device categories change behaviour and
project people’s personalities
CONSIDERATIONS Distribution and timeshare is increasingly a
challenge for service providers
Cloud services have to be technically amazing – but
equally important is trust and great user experiences
Fluid organisations
KEYS TO SUCCESS Elegantly simple end user solutions
Deployment of service design skills
Slide 32 © Fjord 2011 | Confidential

33. Defining digital
olof@fjordnet.com
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www.fjordnet.com