3. Going mobile :: Introduction
Why are you here?
The rapid increase in the power and
usability of mobile devices and the high-
profile marketing success of the iPhone
mean that web users are now frequently
accessing websites and digital services
from their mobile phones.
Make sure that your content and
services are available to mobile users –
learn more about delivery channels like
mobile applications, the mobile internet
and text-messaging with Media Centre
client Ben Childs of Common Agency.
http://www.commonagency.com/ 3
4. Going mobile :: Introduction
Why am I here?
Long background and career in mobile [since 1999]
Focussed on creating and delivering excellent user experiences
Designing experiences and services - not just look and feel
Maximising the opportunities from the available technologies
Understanding user behaviour and usability
Started Common Agency in 2005
Clients include Orange, HTC, Rough Guide, Apple
Specialists at understanding the capabilities and opportunities of mobile
and helping our clients to create compelling, usable mobile products and
services
And because it still excites me!
http://www.commonagency.com/ 4
5. Going mobile :: Introduction
Why are Common here?
Mobiles are what we do. Of course we do a lot of web stuff too, but we offer
a highly specialised level of expertise in mobile that’s second to none.
http://www.commonagency.com/ 5
6. Going mobile :: Introduction
What we’ll be covering
Understanding mobile
Principles of mobile services
Reaching your audience [delivery channels]
Mobile messaging
Mobile internet
Mobile applications
Mobile innovations
Summary
http://www.commonagency.com/ 6
8. Going mobile :: Understanding mobile
Some jargon
The world of telecoms [mobile] is littered with acronyms and jargon. To aid
further exploration, here are some terms you may come across...
Phone number & Messaging Data net works
Connectivity
identification SMS GPRS / 2G
Data bearer
MSISDN MMS EDGE / 2G+
Bluetooth
[aka CLI] IM UMTS / 3G
IMEI Wifi HSDPA / 3G+
PTT
Platforms Misc!
Location
Series 60 Applications OTA
GPS
Symbian J2ME PDA
Cell ID
Android UI UX
Roaming
iPhone WAP
http://www.gsmworld.com/newsroom/resources/glossary.htm
http://www.commonagency.com/ 8
9. Going mobile :: Understanding mobile
The opportunity
Mobile services are growing rapidly but remain a huge area of opportunity
with some significant barriers having now been removed.
Huge impact Saturated UK Penetration Multimedia
Economically market density ser vice users
Socially 84% 125% 28%
Top sites Social media Applications
Mobile internet BBC, Google, Younger Nearly 60% of
Bias towards Facebook, audience for iPhone users
males age 30+ Wikipedia, Facebook, have used an
Yahoo, eBay pictures, etc application
Facts and figures presented here are an amalgamation of various sources, used here as an estimated example of the size of the market
opportunity.
http://www.commonagency.com/ 9
10. Going mobile :: Understanding mobile
The mobile ecosystem
To understand how best to mobilise your service, it’s necessary to consider
the followed [simplified] elements of the mobile ecosystem:
Operators Enablers Devices Content
Orange, O2... ID, Location... Nokia, Apple... BBC, Apps...
Control key elements Unique ID [MSISDN!] Significant range of Content aggregators
of the ecosystem capabilities
Billing Major 3rd parties...
Customer relationship Intimate relationship BBC, eBay, Twitter,
Location
with technology Facebook, Amazon
Relatively common Presence device
approach across ‘big Vast ecosystem of
four’ operators - Connectivity Optimise platform smaller 3rd parties
Orange, O2, Address book and form factor
Mobile messaging
Vodafone & T-Mobile Devices can vary Mobile internet
Slightly more specific between operators
offering from Three Mobile applications
Mobile innovations
http://www.commonagency.com/ 10
12. Going mobile :: Principles of mobile services
Creating excellent mobile services
This introductory box might describe the slide but should never under any
circumstances go beyond two lines.
Context... Design for Limited input
User-centred id, location, mobile, not and
design presence, just a reduced interaction
status, etc web
Recognise the
Degrade and,
emotional Device Test, iterate,
if needed, fail
gracefully
connection of a optimisation test, iterate...
mobile
http://www.commonagency.com/ 12
14. Going mobile :: Reaching your audience [delivery channels]
Mobile messaging
Despite the hype and rich experience of the mobile internet and software
applications, messaging is where it started and still continues.
✓ Text messaging [SMS] is available • Format is predominantly limited to
on every mobile phone text only [MMS / picture messaging
is sometimes used but is more
✓ Understood and utilised by most difficult and complex to set-up]
mobile users - young and old
✓ Little or no barriers to usage... • Only allows for sequential exchange
of information and is not real-time
quick to use and low cost [most
[though is usually fast in practice]
tariffs now include some SMS
messages within the bundle]
✓ Allows for both content generation
and retrieval
✓ Easy billing
http://www.commonagency.com/ 14
15. Going mobile :: Reaching your audience [delivery channels]
Mobile messaging: examples
Football alerts Car price guide Metro Your next bus Thumbprint
Real-time information Request information Text the code on the Retrieve content by
as it happens regarding the value/ bus stop to 63876 keyword alone
validity of a used car
Also used for news Receive up-to-date Submit content by
flashes, ebay auction running information keyword + message
alerts, email about the next few
notifications, delivery/ buses
store alerts, etc 63876 = METRO
http://www.commonagency.com/ 15
16. Going mobile :: Reaching your audience [delivery channels]
Mobile messaging: examples
Thumbprint
Utilising text messages to allow
users to create and retrieve
information, and then access
and share it both on the web
and on mobile.
http://www.commonagency.com/ 16
17. Going mobile :: Reaching your audience [delivery channels]
Mobile internet
The mobile internet is much more than just a cut-down version of the full
internet and requires special attention to context and devices.
✓ Significant feature additions to ‘full’ • Remains small screen and limited
web in terms of user identification, interaction capability
location awareness, etc.
• Browsing can often still be slow -
✓ May be closest to existing hampered by processor speed as
established web business model much as connection speed
✓ Most handsets of the past 2 years
support technologies used on the
‘full’ web e.g. xHTML, CSS, etc.
✓ Most content can be ‘ported’
directly to mobile e.g. text &
images
✓ Limited but increasing support for
video
✓ Negligible support for Flash
http://www.commonagency.com/ 17
18. Going mobile :: Reaching your audience [delivery channels]
Mobile internet: examples
Orangeworld Twitter Facebook BBC
Orange mobile portal Perfectly simple user Works cleverly with Reflects recently
experience website to offer updated web refresh
Offers news, weather,
complimentary
sports, downloads, Offers good balance Offers rich video
features
games, links to 3rd of core features with content only if
parties, mobile suitability for mobile Focuses on time- suitable for current
search, etc. critical activities such device
as updates and status
http://www.commonagency.com/ 18
19. Going mobile :: Reaching your audience [delivery channels]
Mobile applications
The high-profile marketing of the iPhone has raised expectations of what
phones can achieve, aided by a rapidly growing developer community.
✓ Potential to create amazingly rich • Multiple development effort -
and interactive experiences, applications have to be recoded for
ranging from full 3D games to video the main platforms such as iPhone,
conferencing and real-time Android and Series 60.
communication services.
• ‘Full software development’ is a
✓ Flexible design and development more significant undertaking than
allows for best representation of web development e.g. time/cost,
your brand and service support, updates, etc.
✓ Very easy route to market. ‘App • Sometimes a lack of consistency can
stores’ are provided by Apple, introduce a learning curve for each
Google, Nokia and most operators. application [though design
Includes directory of apps, guidelines are provided in most
promoted apps, search/discovery, cases and are strictly applied by
integrated billing, etc. Apple].
http://www.commonagency.com/ 19
20. Going mobile :: Reaching your audience [delivery channels]
Mobile applications: examples
Remote Guitar Rock Tour Shazam SKY+
Allows the iPhone to Highly interactive Extension to the Allows a user to
control iTunes on a game, using the form popular 2580 service program their SKY+
computer factor of the iPhone to box whilst away from
Hold the app up to a
simulate guitar playing the house
Using another Mac music source and
accessory, the music A cross between Shazam will identify Expect other home
can be played on any Guitar Hero and the the tune and allow automation apps to
speakers Wii you to preview/buy appear soon
http://www.commonagency.com/ 20
21. Going mobile :: Reaching your audience [delivery channels]
Mobile applications: examples
Augmented reality location helper application
http://www.youtube.com/watch?v=5fZk0HaIs4s
http://www.commonagency.com/ 21
22. Going mobile :: Reaching your audience [delivery channels]
Mobile innovations: gps
The addition of ‘real’ GPS to mobile
phones has allowed for the recent
development of feature-rich
mapping and location-aware
experiences
✓ Increasingly used to collate user
generated content such as reviews
✓ Perfect demonstration of mobile
application which utilises context,
enablers, immediacy, etc
• Best when used with GPS capable
phone
• More fiddly than dedicated ‘satnav’
http://www.commonagency.com/ 22
23. Going mobile :: Reaching your audience [delivery channels]
Mobile innovations: barcodes
Barcode scanning from a mobile remains a relatively ‘geeky’ technology but
is increasingly used in ‘bus stop’ scenario marketing campaigns.
✓ Can be used by a relatively
significant number of handsets e.g.
most smart phones with a camera
✓ Easy to use once understood
✓ Pleasantly ‘tactile’!
✓ Range of actions available e.g.
mobile internet site, trigger a call,
add to address book, etc
• Usually requires some grasp of the
concept
• Often requires extra [free] software
on the user’s phone
• Looks a bit geeky
http://www.commonagency.com/ 23
24. Going mobile :: Reaching your audience [delivery channels]
Mobile innovations: RFID
Radio Frequency Identification is already used in libraries and Oyster cards,
and will be coming to mobiles within a few years.
✓ Excellent for bridging the gap
between the physical world and the
mobile phone
✓ Handled by the phone so no extra
software or downloads required
✓ Pleasantly ‘tactile’!
✓ Range of actions available e.g.
mobile internet site, trigger a call,
add to address book, etc
• Incredibly limited device support
• Relatively complex to set-up
http://www.commonagency.com/ 24
26. Going mobile :: Summary
Things to consider...
Mobile is not the same as the web, but it’s not entirely different either.
Starting from your existing web activity might be the best approach but is
not a pre-requisite for “going mobile”.
Who are your customers/audience?
Delivery channel? Devices?
What do you want to achieve from mobile?
Sales? Information? Feedback/dialogue?
Do you have any current business infrastructure to be repurposed?
Content Managed or Ecommerce website? Rich content archive?
How will you market your mobile presence?
Existing marketing channels? Viral? New launch? Separate brand/service?
http://www.commonagency.com/ 26
