Decided To Mobilise? How to Engage with the Mobile Internet User

Decided to Mobilise? How to

Engage with the Mobile

Internet UserPaul Golding

@pgolding

Anarchitect’s guide

to thinking about MIPS (2.0)

(C) Copyright Paul Golding, 2008

2

First mobile internet portal was Zingo (1998) [Lucent, Netscape, Spyglass...]

Mobilist since 1990 (many GSM patents)- set up the mobilists groups on LinkedIn and Facebook

1996-date: Worked in mobile apps on every continent (operators, vendors, start-ups, VCs...)

Most recently Motorola’s Chief Applications Architect for mobile applications and Mobile TV/IPTV applications. Set up ‘Mashing Room.’

Author...

Courtesy GoFigure Mobile

@pgolding

(C) Copyright Paul Golding, 2008

Chapter 15

“Mobilising the Media Experience”

3

(C) Copyright Paul Golding, 2008

!Mobilising can be messyYou will need a strategy

Lots of devicesLots of technologiesLots of toolsLots of ideasLots of confusion

(C) Copyright Paul Golding, 2008

I will address:

Mindset - ways to think about MIPS

User experience

Resultant platform/technology architecture

Mobilisation methods

5(C) Copyright Paul Golding, 2008

Internet!

Services/!

Content

"Mash-Up"!

Services

(e.g. Flickr,

Google,!

Yahoo,!

Facebook,!

Blogs,!

Etc.)

(e.g. geo-blogging!

= Location + blog + photos/videos)

Web 2.0!

Platform

Partners

Developers

Operator!

Platform

Internal!

Services

Operator Ecosystem

Tools &!

SoftwareOpen source

Ideation +!

Programming

Producers!

Advertisers

Message = Web 2.0 is the mobile platform

Is there a mobile Internet?

•Texting•Billing•MMS•Video•Voice•Location

(C) Copyright Paul Golding, 2008

! ?Native orBrowser

Message = don’t put the cart before the horseDesign, not dogma

(C) Copyright Paul Golding, 2008

Platforms and Networks

Service Enablers

Experiences

(e.g. SDP, IMS, Billing) (e.g. 3G, WiMAX, DVB-H)

(e.g. Presence, IM, VoIP, Media Store)

"Services"

Think User Experience

Message = try to think about UXDesignate a UXA, cultivate the UX mindset

(C) Copyright Paul Golding, 2008

Mapping the experienceMessage = Try to map function to UX

Think about who is “i” and “we”

(C) Copyright Paul Golding, 2008

UX

UX as Narrative

Unboxing

10

Surprise Me

Catch-up Share

Message = be creative

(C) Copyright Paul Golding, 2008

Beginning, middle & endYou should at least try this because...

You should continue to use this because...

You will love using this because...

You will want to continue using this because...

You will use this withothers because...

Discovery

Investment

Passion

Loyalty

Evangelism

Conversation

Anticipation UX

You will want to “sell” this to others because...

You will keep coming back for more because...

Message = Use these to build the narrative

You will like findingout about this because...

Unboxing

(C) Copyright Paul Golding, 2008

SeamlessExperience

Unified CMS

Cross-personalization

Socially-enable everything

Seamless for users(also developers,partners and advertisers)

Message = Converged architecture

Mobile Channel Web ChannelBroadcast Channel

Producers

Ideas Events News Opinions

Content Management Platform

Media

(C) Copyright Paul Golding, 2008

Semantic “Content”Management

Message = Think meta-data!

Mobile Channel Web ChannelBroadcast Channel

Content Management Platform

Personalisation Packaging Retailing Recommendation

Connector Connector Connector

Advert Video News Story

(C) Copyright Paul Golding, 2008

14

Follow

2.0 cliche - it’s a conversation

UX is conversation

Conversation pulls

Facilitate, don’t suggest/own

Message = Let the conversation flow!

(C) Copyright Paul Golding, 2008

Mobilising Pathways

Clientless Client

WAP!

Browser

ODP

Mobile TVVideo downloads!

Video streaming

Circuit Packet Passive Interactive

Unicast Broadcast

Video!

CentricVideo!

Enhanced

Video!

Enhanced

Video!

Centric

Alerts

Video downloads!

Video streaming

Circuit Packet Circuit Packet

Distributed CMS

Ultra-personalization

Socially-enable everything

User profiling

Use-case profiling

Service profiling

Geographical profiling

Device/technology/network profiling

Business modeling

Decision tree, map or matrix

Message = Be methodical, not dogmatic

(C) Copyright Paul Golding, 2008

CMS

New Media Platform

MiddlewareBrowser

ODP

Rich Media

DVB-H

<meta-data>

Others

<Information>

Unified workflow

Conversation

Mashable/open API

Agile design

Workflow

ConversationEngine

APIs

Web2.0

Message = Design where it counts

Middleware

Middleware

Middleware

Middleware

(C) Copyright Paul Golding, 2008

Whose metaphor?

Message = meet user expectations

Strongest?

Must work!

Form v function?

On mobiles - favour function!

thumbjot.com

(C) Copyright Paul Golding, 2008

Parting adviceUX task profiling

Which tasks are key (rank them) and define measurement(s) for success

Eventually, let the user’s decide

Usability testing (still overlooked)

Become a mobilist (get help)

Join mobilists group on LinkedIn and Facebook

18(C) Copyright Paul Golding, 2008

Thank you

Paul Goldingpaul@paulgolding.com

blog.wirelesswanders.com

Follow @pgolding

(C) Copyright Paul Golding, 2008