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Going Mobile
                                                    a selection of thoughts on the 2010 mobile landscape from yiibu




http://www.flickr.com/photos/ralphunden/2981403903
envir
                 onme
                     nt                              focused user


                                                                                                  privacy




reliable
network

unlimited                                             mobile is different...
 data
                                                                                                  comfy chair




                          full-sized keyboard
                                                                                                 work surface


                                                                    http://www.flickr.com/photos/fuzzcat/22019163
                                      reliable power source
inconsistent
           networks
                varied environments varied privacy
                 limited
                 display +
                 memory              different constraints...


                limited
                CPU




varied input methods


                                      varied form factors


                       limited baery life
                                                http://www.flickr.com/photos/whiteafrican/2736565604
varied environments varied privacy        and contexts
                    a private device in an often public context




                             http://www.flickr.com/photos/whiteafrican/2736565604
expect distractions
   “Life is what happens to you while you're
   busy making other plans.” – John Lennon




   http://www.flickr.com/photos/agharass/4818032706
lots of diversity
and a little jargon
a few “walled gardens”




     http://www.flickr.com/photos/hawksanddoves/325231714/
where operators once ruled...

             http://www.flickr.com/photos/pagedooley/4313864280
via private networks
                  caller


                              a

                                                d




                                                                 receiver

                 c                                  b

                             switching centre
       base-station




transcoding, bandwidth limitations, service blocking and no packet neutrality
and exclusive decks




                                                     exclusive
                                                    real estate




http://www.flickr.com/photos/heliotrop3/3913546727
then something happened...

           http://www.flickr.com/photos/pagedooley/4313864280
6
                                                                     a little history

                    5
billions of units




                    4




                    3




                    2




                    1




                    2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010
6
                                                                                                     2001
                                  voice + text            monochrome
                    5                                                                       stylus
billions of units




                    4




                    3




                    2




                    1




                    2000   2001      2002        2003   2004   2005    2006   2007   2008      2009    2010
6
                                                                                             2003

                                                                  the ‘smartphone’
                    5
billions of units




                    4
                                                                         camera
                                  colour display
                    3

                                                                          the ‘navi-pad’

                    2
                                  memory cards



                    1




                    2000   2001   2002    2003     2004   2005   2006    2007     2008     2009   2010
6
                                                                                                                  2003
                                                                                            considered
                                         fits in your pocket                           portable in 1984

                    5
billions of units




                    4




                    3




                    2
                                                  Released: 2003            Released: 1984
                                                   CPU: 104 MHz             CPU: 8 MHz
                                                      RAM: 6 MB             RAM: 128k (512k max)
                    1                  Storage: 32 MB MMC Card              Storage: 400k (3.5” floppy)
                           Display: 5.3 cm Thousands of colours             Display: 22.9 cm Monochrome
                                 Dimensions: 10.9 x 5.8 x 2.4 cm            Dimensions: 34.5 x 24.4 x 27.7 cm
                                                   Weight: 122 g            Weight: 7.5 kgs

                    2000       2001      2002       2003      2004   2005     2006      2007      2008          2009   2010
6
                                                                                           2006
                                                                     3G + WiFi

                    5

                                                                   video                   GPS
billions of units




                    4                                          full web
                                                              browser
                                                                                                music
                    3
                                                          complexity
                                                                                            sensors

                    2




                    1




                    2000   2001   2002   2003   2004   2005       2006     2007   2008   2009     2010
6
                                                                                               2007
                                                                hard drive
                    5




                                                               full web
billions of units




                    4
                                                              browser

                                                                                    touch &
                    3                                                              gestures


                    2
                                                                                        simplicity

                    1




                    2000   2001   2002   2003   2004   2005   2006        2007   2008       2009     2010
6
                                                                                                                 2007
                                                                   again, it was ‘portable’...?


                    5
billions of units




                    4




                    3




                    2
                                               Released: 2007             Released: 1998
                                                CPU: 412 MHz              CPU: 233 MHz
                                                 RAM: 128 MB              RAM: 32 MB (512 MB max)
                    1                Storage: 4 GB (8 GB max)             Storage: 4 GB (+ optical drive)
                           Display: 8.9 cm Millions of colours            Display: 38.1 cm Millions of colours
                              Dimensions: 11.4 x 6.1 x 1.2 cm             Dimensions: 40.1 x 38.6 x 44.7 cm
                                                 Weight: 135 g            Weight: 17.3 kgs

                    2000    2001       2002      2003       2004   2005     2006      2007        2008      2009   2010
6
                                                                                               2008
                                                                     “NetBooks” were
                                                                           also hot...
                    5
billions of units




                    4




                    3




                    2
                                                                                         the “App Store”
                                                                                            cometh...


                    1




                    2000   2001   2002   2003   2004   2005   2006      2007     2008       2009     2010
6
                                                                                                2010

                    5
                                                              the dawn of tablets...


                                                          the rise of
billions of units




                    4                                     Android...


                    3




                    2




                    1




                    2000   2001   2002   2003   2004   2005       2006     2007        2008   2009   2010
6
                           and this number...                                               2010

                    5
billions of units




                    4




                    3




                    2




                    1




                    2000      2001      2002    2003   2004   2005   2006   2007   2008   2009   2010
is *roughly the number
                                                      of people living here...




*2009 estimates put the population around 6.79 billion inhabitants...
some specifics...
1,802,330,457
       number of internet connections in the world




26% of the world’s population at the beginning of 2010 – http://www.internetworldstats.com
4,600,000,000
                 number of people with mobile devices




68% of the population at the beginning of 2010 – U.N. Telecommunications Agency, http://www.itu.int
5,000,000,000
number of mobile subscriptions
3,400,000,000
  number of unique users




 or roughly 1/2 the population of the planet
and the devices...
mail

     camera                      wifi

   touch                                hi-res colour display
           music

                     feature
                                 internet
                                 video
navigation         convergence
    voice
                                   gestures
     bluetooth
                                  full web browser
 messaging
                                 apps
      3G
mail

     camera                   a big screen...
                                                wifi

   touch                                               hi-res colour display
           music
                                                internet
                                                video
navigation
    voice
                                                  gestures
     bluetooth
                                                 full web browser
 messaging
                                                apps
      3G           with a buon or two!

                                      an almost blank canvas...
on a plethora of platforms...
19%                                                      Nokia
                        Other                                                    Samsung
                                                       34%                       LG
                  2%                                   Nokia                     RIM
                 2%
                 2%                                                              Sony Ericsson
                 3%                                                              Motorola
                  3%                                                             Apple
                   3%                                                            HTC
                       3%                                                        ZTE
                                                                                 G’Five
                            9%             20%                                   Others
                            LG          Samsung




                                              made by many OEMS...

Worldwide Mobile Device Sales to End Users in 2Q10 (Thousands of Units, total: 324,556.8)
                                 http://www.gartner.com/it/page.jsp?id=1421013
with countless routes to market...

                 Samsung Apps                                                       PocketGear

          Blackberry AppWorld                                  O2 Litmus

                        Windows Marketplace for Mobile        GetJar
                 LG Application Store                                     Motorola Shop4Apps

                                                   Dell Mobile Appstore
Sony Ericsson PlayNow
                                                                              Vodafone Apps
                         Orange Application Shop
"The future is already here –
                                                 it’s just not evenly distributed."
                                                                     – William Gibson




http://www.flickr.com/photos/kiwanja/3169447879
San Francisco




      the most popular device today in...
San Francisco




                              growing fast...



      the most popular device today in...
London




the most popular device today in...
fashionable

                         functional




             London
*Nokia and Samsung
  also very popular...




              the most popular device today in...
Dar es Salaam




      the most popular device today in...
Dar es Salaam




                yes, they do still sell these   ...even in London!



      the most popular device today in...
Jakarta




the most popular device today in...
youth
                   market




Jakarta




                            2003?



the most popular device today in...
it depends...




  The most popular device doesn’t
necessarily have the largest user base.
as for demographics...
it’s for serious business...




http://www.flickr.com/photos/pss/4830803189
and, fab @ txting!




http://www.flickr.com/photos/slava/2906747450
...useful, but be skeptical.
there’s Waldo

                                                      a




                                       connecting with our audience

http://www.flickr.com/photos/jamescridland/613445810
Samsung Apps                                   via App Stores
       Blackberry AppWorld                   O2 Litmus
                                                                         PocketGear
                     Windows Marketplace for Mobile


              LG Application Store                         GetJar
Sony Ericsson PlayNow                                            Motorola Shop4Apps
                                        Dell Mobile Appstore



                                                                          Vodafone Apps
                   Orange Application Shop
just different decks...




                                                     more exclusive real estate...




http://www.flickr.com/photos/heliotrop3/3913546727
with the same stuff...
and little discoverability...




                                                             your app here




                                                          ...with the same stuff.
http://www.flickr.com/photos/28705377@N04/4142872268
the web...




getting things done on the iphone
persuasion
                       call to
                       action




                                 trust


             emotion
what’s popular

http://www.flickr.com/photos/lusosash/4153620043
text messaging




http://www.flickr.com/photos/24258698@N04/2302563062
mobile web site




                  entertainment for the masses
social networking
via apps, mobile web and SMS
casual games
technology specific




http://site.layar.com/company/blog/make-your-own-layar-screen-shot-with-the-dreamcatcher/
brand awareness & marketing


http://www.flickr.com/photos/24258698@N04/2302563062
the “pass-back”
publishing + ebooks
moment




         the long-tail...
chef
                                                        teacher
                                                                      joiner
                           florist
social worker




                                                        apps for “real people”...


http://www.flickr.com/photos/dnorman/4007986587
people




http://www.flickr.com/photos/gribanov/3203725133
most people don’t wake up
                                                    in the morning and say...




http://www.flickr.com/photos/ralphunden/2981403903
photo
                                                    opportunity




                                                       but they might wake up and say...


http://www.flickr.com/photos/ralphunden/2981403903
information/data & task completion


http://www.flickr.com/photos/dichohecho/4275447303
knowledge & self-improvement


http://www.flickr.com/photos/joeshlabotnik/1767685092
a “pass-back”




                                                         boredom


http://www.flickr.com/photos/aidanmorgan/3709199304/
stress & fatigue


http://www.flickr.com/photos/alancleaver/2581218229
social identity & persona


http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
“geek chic”




                                                ooh, Linux...



                                                          personalisation & lifestyle


http://www.flickr.com/photos/qole2/2562647441/
social interaction & play


http://www.flickr.com/photos/rolandslakis/99196316
safety, control & independence


http://www.flickr.com/photos/mshades/2370462197
play


http://www.flickr.com/photos/8bitjoystick/3245697454
how do we do it?




http://www.flickr.com/photos/marcoarment/2035853550
do research


http://www.flickr.com/photos/yandle/3857072335
iterate quickly




                                                        iterate quickly


http://www.flickr.com/photos/rosenfeldmedia/3978119393
get something on a device


http://www.flickr.com/photos/mellis/304872324
test ideas often


http://www.flickr.com/photos/rosenfeldmedia/3978126471
fail early


http://www.flickr.com/photos/hendry/3053419265
don’t be afraid to use the bin


http://www.flickr.com/photos/generated/3313311558
focus on content


http://www.flickr.com/photos/joelanman/367425390
view limitations as opportunities


http://www.flickr.com/photos/certified_su/2667673050
don’t forget the user




http://www.flickr.com/photos/ralphunden/2981403903
delight?




                                                                  that’s as much
                                                                  as he smiles...




                                                               go for the ‘long-wow’...


http://www.flickr.com/photos/brownwren/3652695983/
design for diversity


http://www.flickr.com/photos/pagedooley/4534699748
design for interruptions




http://www.flickr.com/photos/rebcal/4017674504
design for personal time


http://www.flickr.com/photos/akashkurdekar/2959140399
design for health, learning & quality of life


http://www.flickr.com/photos/goincase/4647893507
"How do we design to be sometimes off
                                        in a world that is itself always on?"
                                                 – Marko Ahtisaari, Director of Design Strategy, Nokia




http://www.flickr.com/photos/featheredtar/3081108482
"To be able to fill leisure intelligently
is the last product of civilisation..."
     – Bertrand Russell, Conquest of Happiness (1930)




                      http://www.flickr.com/photos/sergemelki/349313011
thank you




hello@yiibu.com

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