1) Mobile devices are always with us and reinvent interaction models through built-in hardware features and personalization. 2) Context is very important for mobile experiences and the best device depends on one's current task and situation. 3) To be successful on mobile, experiences must be simple, context-aware, and leverage the user's existing digital ecosystem and the device's sensors and capabilities.

1. UNDERSTANDING
THE NATURE OF
MOBILE
Creuna Digital Briefing 2010
Mobile Business Innovation
#DigitalBriefing

2. THE SPEAKERS
Fredrik: Martin:
+46 733 137 077 +46 733 113 172
fredrik.hornsten@creuna.se martin.deinoff@creuna.se
twitter.com/hornsten twitter.com/martindeinoff

3. RETROSPECTION

4. WE ARE AT A
BREAKING POINT

5. PRINT
INFORMATION

6. PRINT
RADIO
REACH

7. PRINT
RADIO
RECORDINGS
FEELINGS

8. PRINT
RADIO
RECORDINGS
TELEVISION
ENTERTAINMENT

9. PRINT
RADIO
RECORDINGS
TELEVISION
INTERNET
ALL-IN-ONE

10. MOBILE
...is with us all the time
...reinvents interaction models
...uses built-in hardware features
...has built in personalization
PERSONAL

11. THE FUTURE
IT DOES NOT END
HERE

12. MOBILE NOW

13. It is
with us all
the time

14. Let me
Google
that for
you!

15. Let
me
show
you!

16. Let me
suggest a
wine for
that fish?

17. Let me
find a
place
for
lunch!

18. It reinvents
interaction
models

26. It uses
built-in
hardware
features

27. Get the
best
price!

28. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/

29. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ r-real-estate
1.com/qr-codes-fo
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
http://w ww.realestateseo

30. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ r-re al-estate
1.com/qr-codes-fo
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
http://w ww.realestateseo
http://www.flic
kr.com/photo
s/qrable/389145941
3/

31. http://www.creuna.se/Nyheter-och-Event/Nyhetsarkiv/ r-re al-estate
1.com/qr-codes-fo
Eventinnehall/Digital-Briefing-2010-Mobile-Business-Innovation/
http://w ww.realestateseo
http://www.flic
kr.com/photo
s/qrable/389145941
3/

32. ...or
Google
anything
with your
camera!

33. Track
your
run...

34. ...or your
sleep cycle!

35. ...or your
music!

36. It has
built in
personalization

37. The users
digital
ecosystem

38. Social hub!

39. Built in
payment

40. BEING MOBILE

41. WE ARE MOBILE

42. “THE BEST DEVICE
IS THE ONE YOU
HAVE WITH YOU”

43. “THE BEST DEVICE
IS THE ONE YOU
HAVE EASY ACCESS
TO”

44. “THE BEST DEVICE
IS THE ONE THAT IS
BEST FOR THE
TASK”

48. ?
web
?
app
e-com ?
intranet
?
?

49. The Context influence
Needs & Behaviors
Desktop
Smartphone
Laptop
Slate
TV
Kiosk

50. MICRO
TASKING
wake up - check mail
read the news - breakfast
subway - Facebook
Google Docs - at work
on the way home - recipe on the smartphone
account balance - while shopping
in the sofa - game + tv + music + webb +...

52. OK... CONTEXT
IS PRESIDENT
BUT CONTENT
IS STILL KING

53. MOBILE STUFF
IS COOL BUT IN
THE END OF THE
DAY IT’S JUST
TECHNOLOGY

54. MOBILIZE

55. Mobile will rule
them all by 2014!
2007 2010 2013 2016
Source: Morgan Stanley Mobile Internet Users Desktop Internet Users

56. Market is exploding
Extends your opportunities
Keeps you focused
Gives you an easy start
Mobile first!

57. Five
rules
to go
mobile

58. 1
Simplicity
is God!

60. Think about:
Mobile limitations provides focus - keep it that way!
Prioritize and don´t be afraid to skip features
Focus on the users task and optimize for it

61. 2
Context is
president!

62. The Context influence
Needs & Behaviors
Desktop
Smartphone
Laptop
Slate
TV
Kiosk

63. Think about:
Think user-goal not platform
Be focused, tie closely to a specific
context
Physical conditions like light, noise
and temperature
Open API’s can do the work for you

64. 3App or
web?
Don´t
choose!

65. It´s all
about usage
50
37,5
% 25
12,5
0
Symbian Blackberry Apple Microsoft Android Other
Market share App download and usage Gartner Q1 2010: Market Share
AdMob Operating System Share, May 2010

66. ...and web as
a long term
solution!

67. Think about:
Define Your Audience
Look at the downloading and usage pattern
Look at the ecosystem around the app
Always build web for the long-run!!!

68. 4
Users have
advanced
technology
- use it!

69. Multitouch
Camera WIFI
Interface
GPS
Accelerometer
RFID Gyro
Local
Sound storage
recording
Bluetooth Background Video
notifications

70. Think about:
The different terminal sensors are your
connection to the physical world
Only do what can not be done with
usual means, remember the flaws
Use the technology to extend your
product
The development can be costly, try to
use mashups and do careful ROI

71. 5Use users
existing
digital
ecosystem

73. Think about:
Use the fact that the mobile is personalized
Build in connections to social networks
Use built in payment and service systems

75. THE SPEAKERS
Fredrik: Martin:
+46 733 137 077 +46 733 113 172
fredrik.hornsten@creuna.se martin.deinoff@creuna.se
twitter.com/hornsten twitter.com/martindeinoff

76. UNDERSTANDING
THE NATURE OF
MOBILE
Creuna Digital Briefing 2010
Mobile Business Innovation
#DigitalBriefing