4. The mobile experience is about PAIN
Texting on a Moto…
Nokia moves the S60 icons in every new
handset
User experience is becoming
important
Ex-RAZR users often don‟t Moto again
But nothing is perfect, even Steve
5. Good ideas are common
Good ideas which actually work
aren‟t
Given handset constraints
Given real world conditions
Compared to off-mobile alternatives
6. A successful service must offer a
significant advantage to the user
An mPayment must be easier than cash
and cards
Just because a user can do
something, doesn‟t mean they will
Offer net pain relief
7. User probably moving
Must be simple
Must be resilient
Has user got alternatives?
Cash
Debit/credit cards
PC
8. Lots of hype
(Almost) no handset support
NFC already embedded on cards
Habit: you pay with a card, why use
phone?
BUT: NFC on SIM may be interesting
Launched last week in Thailand
For markets without much card use…?
10. Runs on every handset
Simple UIs
Very big eg. in African banking
The operator is your customer
No potential to run “off-deck”
Only operator lets you on the SIM
11. Good for simple transactions
Easy to set up, works on everything
High cost
30-60% operator cut
Best for low-value high-margin items
Insecure
Can be read on stolen phones
Can be read on the network
12. Wap1 was insecure with “Wap Gap”
Plain text through gateway
Very low encryption strengths
Wap2 is better
Dumb client
Data mis-entry is painful
Repeat page loads slow and expensive
Hard to store tickets etc
SMS Picture Message – little data
MMS – can be mangled
13. Offers great advantages to developer
No upgrade concerns, etc
Great on your desktop PC
Fast, free, always-on data connections
Plenty of speed, memory and electricity
Overhead of XML + scripts + repeat
HTTP doesn‟t matter
Users all using mouse and big screen
Does that remind you of mobile?
14. You don‟t have to be the „best‟
Sometimes being the only option is good
enough
NOT suitable for everything
Remember, pick your services
Good for:
Recurring purchases
Flaky connections
▪ Retries, SMS fallback, fat intelligent client
15. Ticket purchase in UK
Aimed at repeat users
Intelligent client
Helps user with data entry
=> minimises resends
Submits credit card purchase with
one encrypted SMS
Good when signal strength low
2D barcode display for ticket
Optimised for on-screen scanning
16. There is no single „best platform‟
Most topics expanded on the
Masabists blog
http://blog.masabi.com/