The mobile is moving well beyond its role as a communication device, becoming an enabler for a wide range of experiences from TV viewing to shopping to banking. Mobile connectivity is doing a revolution so many industries. Presentation from a lesson I gave at Digital Accademia that shows an overview of how everything is changing and how it is growing.

1. MOBILE
TRENDS
Giuliano Iacobelli
http://about.me/giulianoiacobelli

2. Me
Software Engineer. 29yrs old.
Co-founder at Stamplay

3. Yes, this was considered a smartphone.
It was 2005.

4. Then, in January 9 2007,
something happened

6. And just few years later, this is what we all
have in our pockets at home and in office.

7. Smartphones sales overtake pc’s
for the first time

8. ..and it’s only the beginning

9. More than one billion smartphones
in use worldwide

10. Worldwide there are
now more smartphone
sold than babies born

11. Technology replaces itself exponentially
Telephone
Mobile phone
Smartphone
0 5 10 15 20 25 30 35 40
Technology Adoption Rate
Maturity: Time from 10% to 40% penetration
years

12. Worldwide smartphone shipments continue to soar, with a 42%
year-over-year growth in 2012

13. The mobile computing experience increasingly
involves more interactions with the owrld around us

14. The majority of our media consumption is
now screen-based

15. ..and we move between multiple devices to
accomplish our goals

16. The TV used to be the only screen for media.
Not anymore.

17. Smartphones are the most frequent companion
devices during simultaneous usage

18. Mobile devices will exponentially expand
the reach of technology into our world
with newfound utility and meaning.
Anyway they will not replace pc’s.

19. HOW ARE THESE
DEVICES USED?

20. 300 millionsphotos are uploaded on Facebook
everyday

21. 48 hoursof video are uploaded to YouTube
every minute

22. So what people do on mobile?

23. First of all pretty much
everything they do online..

24. Shift in usage
+36% Accesses on Google web mail
via mobile
25% Of YouTube content is
delivered to mobile devices
40% of all searches comes from
mobile devices in March 2012

25. Where and how much people use tablets:

26. Tablet are widely used for many different needs

27. What people do with their smartphones:
92%Text messaging
84%Access Internet
76%Send / Receive email
54%Send / Receive email
69%Download an app
59%Access Social
Networks

28. Media consumption
ALWAYS CONNECTED

29. Tesco Subway stores tranformed waiting time in shopping time.

30. Welcome to the App Economy
More than 50 billions apps
downloaded.
850.000+ iPhone apps
300000+ iPad apps
More than 30 billions apps
downloaded.
600.000+ app availaible.

31. Let’s have a look to
some nice products.

32. Feedly
transform web sites into pocket-size cards which load quickly and
are easy to read. Smarter Sharing. Save articles across devices.

33. Mailbox
handle your inbox as a to-do list

34. Foursquare
Location-based social networking website for mobile devices.

35. Pocket
previously known as Read It Later, is an application for managing a
reading list of articles from the Internet

36. Pinterest
transform web sites into pocket-size cards which load quickly and
are easy to read. Smarter Sharing. Save articles across devices.

37. Paper by FiftyThree
Sketch, capture and share your ideas across the web.

38. How do you harness all
these tools in a way that
involves your audience?

39. Three behavioral trend
1. CONVENIENCE
Less is more. Transform business and culture with simple solutions.
2. CONTEXT
Help people find information that’s useful in real time.
3. FUN
Mix in delight, surprise, and reward to build and retain relationships.

40. Pizza Hut earned $7 million in sales in their first year after launching
a mobile ordering app.... more than two years ago.

41. Starbucks has an average of more than one million mobile
transactions a week since launching My Rewards mobile payment
system in January 2011.

42. So many transaction
are going mobile

43. But you dont always need a
really expensive app for having
mobile work for your business

44. Point of sale is going
everywhere
35 millions americans made a
transaction with Square

45. Apple Passbook, Google Wallet, and Microsoft WalletHub may also
soon play a big role in the mobile payments space and make it easy
for companies to accept mobile payments at scale.

46. Mastercard, Citi, and Spring have all partnered with Google to make
simple mobile payments a mainstream reality.

47. Technology gets cheaper.
If you don’t build it,
someone else will.
Plan ahead or plan to piggyback.

48. “It’s not about the hardware;
it’s about the hardware that
facilitates action.”
ANDREW WILSON, VICE PRESIDENT, EA SPORTS

49. It’s not only a matter of scope. Mobile is thinking in terms of context.

50. Apps like Circle, Highlight, and Banjo are trying to bring people
together in real life via mobile app concepts, but their real-life
relevance has yet to be proven.

51. Jawbone merged digital and physical with UP. It tracks your
movement and sleep in the background. The app displays your data
and delivers insights that keep you moving forward,

52. FROM
STANDARDIZATION TO
CUSTOMIZATION

53. Flipboard creates a personalized magazine out of everything being
shared with you. Flip through your Facebook, Google+ and Twitter
timelines, photos from Instagram friends, videos from YouTube, and
much more.

55. A closer look - UI

56. • Strong visual impact with bold
squares that highlight photos
and images.
• Tap a story you like and you're
zoomed in.
• Move tiles around.
• Bold squares.
A closer look - UI

57. A closer look - Content

58. A closer look - Content
Flipboard integrates RSS,
Facebook, Twitter, and Instagram
as well.
It offers an incredibly
personalized experience.

59. Zite is a personalized magazine for your iPad that automatically
learns what you like and gets smarter every time you use it. Zite
delivers news, articles, blogs, and videos you want – and helps you
discover new stuff.

60. A closer look - UI

61. • Lot of white space
• Top Stories page looks like the
table of contents of a
contemporary, modern
magazine
• Sections are off to the side and
rendered in big,
• Individual stories are shown in
"read later" style.
A closer look - UI

62. A closer look - Content

63. Zite aims to personalize and
improve your reading experience
over time. It uses your Twitter,
Google Reader, Delicious, and
Read it Later accounts as a
starting point.
From there it'll provide you news
that it thinks you'll enjoy.
A closer look - Content

64. Pulse lets you choose and share the stories you care about, from
thousands of top news sources, your favorite blogs and social
networks. All in one seamless, fluid experience that makes your
news accurate and exciting.

65. A closer look - Content

66. A closer look - Content
Pulse allows you to add
individual RSS feeds on their own
as well as browse for news.
There is no Facebook and Twitter
integration, though you can sign
in with your Facebook account.
Pulse will provide suggestions for
feeds but nothing that's very
customized.

67. Social sharing

68. Social sharing
Zite, Pulse, and Flipboard all allow to share stories to Facebook, Twitter and
many more. Flipboard also allows you to pull in your Facebook and Twitter
feeds. You can see who is tweeting stories and you can comment using @
reply the creator.

69. The rise and rise of tablet magazines
Tablets, and mostly the iPad, have
revolutionized the way we consume printed
materials.
PDF documents, e-books, and especially
magazines highlight the iPad's form being well-
suited for content consumption.

70. It shows more and more that people are coming into the digital franchises
of these publications, and consuming magazines and newspapers on
smartphones and tablets.

72. Augmenting the experience

76. Beware of the Homer effect!
"In product design, the simplest thought exercise is to make additions. It’s
the easiest way to make an Old Thing feel like a New Thing. The more
difficult exercise is to reconsider the product in the context of now.
A now which may be very different from the then in which the product was
originally conceived.”
cit Craig Mod

82. Your turn?

83. Thank you.
giuliano.iacobelli@stamplay.com
@giuliano84
facebook.com/giuliano.iacobelli
Giuliano Iacobelli