As a brand or communications manager in a big company, how do you deal with the wishes and demands of the fully connected 'Here-Now' generation? It's all about Users, Content and Context. A big thank you to Yiibu and Fjord for their insights, as used in this presentation.

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the here now generation:
master mobile
Edo van Dijk
november 2011
amsterdam berlin stuttgart

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Users

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who
Users why

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who
Users why
Content

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who
Users why
Content
what
how

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who
Users why
Content Context
what
where
when
how

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who
Users why
Content Context
what
where
when
how here
now

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“One of the interesting estimates is that
there are about 35 billion devices connected
to the internet. Soon, there will be so many
that we’ll stop counting.”
Eric Schmidt - Google
2010 estimates put the world population over 6.8 billion inhabitants...

9. http://www.flickr.com/photos/matthewcouperphotography/3953833698/
edenspiekermann_
In 2 years time, more people
will use internet via mobile
than via desktop devices

10. http://moconews.net/article/419-infographic-smartphones-and-apps-in-europe/
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Over 46 million Europeans use
full internet on their smartphones.
This will more than double over
the next 12 months.

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Average mobile data usage in Gb per month
16
14
12
10
8
6
4
2
0
2008 2009 2010 2011 2012 2013 2014 2015
Mobile data usage will explode
in the coming 3-4 years
Source: Annual Report Deutsche Telekom 2009

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…what’s going on ?

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who
Users why
Content Context

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who
Users
3 types of users*
*according to Google (2007)

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Repetitive now Bored now Urgent now
3 types of users*
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

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Repetitive now Bored now Urgent now
3 types of users*
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

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Repetitive now Bored now Urgent now
3 types of users*
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html

18. http://www.flickr.com/photos/samuelkubecka/5157711698
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Repetitive now

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20. http://www.flickr.com/photos/bcmom/375125992
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Bored now

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22. http://www.flickr.com/photos/54459739@N08/5591621735
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Urgent now

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24. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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environment reliable
network focused
user
focused user 1hr train ride
privacy
reliable
network? comfy
unlimited data unlimited wifi? chair
two
hands
full-sized
it’s now also this...
keyboard reliable power source?
privacy
comfy work surface
chair or this...
reliable power source
mobile has become an
http://www.flickr.com/photos/othree/5224045406
extension of ourselves
iPad 2 magnets are
comfy apparently strong
chair privacy enough to ‘natively’
do this!
one hand
reliable power prone to
source interruptions
or possibly this...
gravity
and maybe some of this?
http://www.flickr.com/photos/joeshlabotnik/2359224681 http://www.flickr.com/photos/mattedgar/3724116027
http://tumblr.topherhulett.com/post/3902283232/i-know-you-were-wondering-yes-the-magnets-in

25. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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“We’re in a world of one line of
connectivity. That’s us. You see…
we don’t have to ‘go’ to the
internet anymore.”
Mitch Joel - TEDxMontreal

26. http://www.flickr.com/photos/jcfrog/4692750598
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“...the mobile internet is more convenient
than my home connection…”
say 30% of respondents – Yahoo/Nielsen Mobile Shopping research

27. http://www.flickr.com/photos/tocaboca/5523598823
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“For kids like my 13 year-old, the
boundaries between the internet and
life are so porous as to be meaningless.”
Comment on the Guardian web site

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What does this mean for
your mobile strategy?

29. http://www.slideshare.net/JoostHolthuis/tedx-holthuis-24052011
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Step into your
customer’s life

30. Different screens dominate at different times
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http://www.slideshare.net/fjordnet/next-generation-devices-for-next-generation-users
7:00 AM 8:02 AM 8:30 AM
Wake up, get Drink coffee, read Drive to work 9:00 AM
ready news, check email Work day begins
12:00 PM
Lunchtime, call a friend
Live the customer journey
2:48 PM
6:40 PM Take a break,
Dinnertime, watch browse phone
9:20 PM TV, browse tablet 5:00 PM
Bedtime, set alarm Work day ends.
clock for tomorrow Drive home
Slide 8 © Fjord 2011 | Confidential

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Involve users. Let them
share, react and participate.

32. http://www.snapforbusiness.com/index.php/home
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Involve customers.
Create a new kind of loyalty.

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Don’t try and control
the conversation. It will
continue elsewhere.

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Users
Content Context
what
how

35. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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Content, not ‘chrome’
Make content interactive and
navigable, reduce the user interface

36. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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On smaller screens, content
naturally ends up front and centre

37. http://www.alistapart.com/articles/responsive-web-design
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Make designs ‘responsive’
Design content in such a way that
it can adapt to different context

38. http://mobilism.nl/2011/coverage - lukewroblewski-mobilefirst-mobilsm11.pdf
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Present corporate site Native
Southwest Airlines Mobile App app Site could have looked like this
21
22 23
‘Mobile First’
Design for mobile apps first before
making the desktop version

39. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
edenspiekermann_
Most sites are built as giant giant
most sites are built as
(often containers…
data all-purpose) data containers...
perhaps a couple of these
Perhaps a couple of these
would do would do just fine...
just fine…
http://www.flickr.com/photos/lisasanderson/3414118999/
Create ‘Distributed Experiences’
Not everything needs to be on the
corporate site.
http://www.flickr.com/photos/56705607@N00/3555678336

40. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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ads we see
examples of
this already
media
search
apps
These distributed experiences
together form an ecology, geared
towards the user’s needs

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Users why
Content Context
where
when

42. Fjord - Designing for the connected world, Mobile 2.0 Conference, Barcelona, June 2011
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Lean-back, together, passive Relaxed, alone & together, watching, browsing
Context is unpredictable and changes constantly
Handy, alert, agile and active Lean-forward, concentrated, editing

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Create ‘Liquid Experiences’ to
accomodate users on-the-go and
keep them connected.

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Create ‘Liquid Experiences’ to
accomodate users on-the-go and
keep them connected.

45. http://www.layar.com
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Herengracht 348/hs
EUR 829.000 k.k.
Be relevant Woonoppervlak 156 m2
on location Afstand: 85m
Makelaarskantoor Babs Persoons B.V.

46. http://www.iamsterdam.com/en/visiting/placestogo/exploreamsterdam/qr_tours
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Be relevant
on location

47. http://www.winestein.info
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Add value to your
customer’s life

48. http://www.sentres.com
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Be indispensable

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Context
• Context is variable, unpredictable
Users and changes constantly
• You can’t control everything anymore
• Be relevant, add value, be indispensable
• Let users react, share and participate
Content • Develop an ecology based on customer needs
• Step into your customer’s life
• Live the customer journey
• Focus on content, not on ‘chrome’
• Make content adaptable to context
• Design responsively
• ‘Mobile first’

50. http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
edenspiekermann_
“ The most profound technologies are those
The most profound technologies are those
that disappear. They weave themselves into
that disappear. They weave themselves
the fabric of everyday life until they are are
into the fabric of everyday life until they
indistinguishable from it... –-Mark Weiser
indistinguishable from it…. Mark Weiser

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thank you
http://edenspiekermann.com/en/mobile
amsterdam berlin stuttgart