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@ADOGNAMEDPANTS
CREATING MEANINGFUL
 EXPERIENCES IN THE
   MOBILE SPACE
WHAT DOES THIS MEAN?
MAYBE?
“NOBODY KNOWS”
  - RACHEL HINMAN
THE LANDSCAPE
4,000,000,000
4,000,000,000
480 million newspapers printed daily
4,000,000,000
     480 million newspapers printed daily
800 million automobiles registered on the planet
480 million newspapers printed daily

          4,000,000,000
        800 million automobiles registered on the planet
1.1 billion personal computers including all desktops, laptops,
                    notebooks and netbooks
480 million newspapers printed daily
        800 million automobiles registered on the planet
          4,000,000,000
1.1 billion personal computers including all desktops, laptops,
                    notebooks and netbooks
                 1.2 billion fixed landine phones
480 million newspapers printed daily
        800 million automobiles registered on the planet

          4,000,000,000
1.1 billion personal computers including all desktops, laptops,
                    notebooks and netbooks
                 1.2 billion fixed landine phones
                         1.5 billion TV sets
480 million newspapers printed daily
        800 million automobiles registered on the planet
1.1 billion personal computers including all desktops, laptops,
          4,000,000,000
                     notebooks and netbooks
                  1.2 billion fixed landine phones
                          1.5 billion TV sets
     1.7 billion unique holders of a credit card of any type
480 million newspapers printed daily
        800 million automobiles registered on the planet
1.1 billion personal computers including all desktops, laptops,

          4,000,000,000
                     notebooks and netbooks
                  1.2 billion fixed landine phones
                          1.5 billion TV sets
     1.7 billion unique holders of a credit card of any type
  2.1 billion unique holders of a banking account of any kind
FM
1,500,000,000
4,000,000,000
4,000,000,000
      +
4,000,000,000
4,000,000,000
BUZZCITY
70% OF MOBILE WEB IN HOMES
!?
MYGAMMA.COM
BRUNEI, EGYPT, INDONESIA,
 INDIA, KENYA, LIBYA, NIGERIA,
   PHILIPPINES, PAKISTAN,
ROMANIA, THAILAND, US, SOUTH
            AFRICA
THE UNWIRED
SAD TO SAY, MYGAMMA WILL BE
PHASING OUT THE WEB SIGN-IN
     MODE THROUGH THE
COMPUTER FROM DECEMBER 1
2009. YOU STILL CAN SIGNIN TO
YOUR ACCOUNT THROUGH YOUR
       MOBILE PHONE...
MORE THAN 34
MANUFACTURERS
600 MOBILE OPERATORS
600 OPERATING SYSTEMS
?
?
MEANING
WHY DOES MEANING MATTER?
MAKING DATA IS EASY
FINDING DATA IS EASY(ish)
FINDING MEANING IS HARD
“WHERE YOU ARE WILL
INCREASINGLY DEFINE WHO
       YOU ARE“
       -RISHAD TOBACCOWALA
"TODAY, A MOBILE DEVICE IS AN OBJECT
THAT DEMANDS OUR ATTENTION. IT RINGS,
  IT BEEPS, IT PULLS US INTO THE TINY
SCREEN AND DEMANDS THAT WE NAVIGATE
  APPLICATION STRUCTURES TO DO THE
        STUFF WE WANT TO DO."
                  - RACHEL HINMAN
ADVERTISING VS. MEANING
PREDICTION
SO NOW WHAT?
APPLICATIONS
GAMES
OUTSIDE MOBILE
NIKE+
MOVING FORWARD
PEOPLES RELATIONSHIP TO
     THEIR DEVICE
MOBILE SITE
INVEST LONGTERM.
YOU CAN BE MORE
 THAN A MESSAGE.
DONT WORRY ABOUT
 “NEXT BIG THING”
THANKS!

MADEBYFIGHT.COM
RESOURCES
                                                 PEOPLE
                    Dan Albritton | UX Week 2008 | Adaptive Path: http://vimeo.com/1747430
                          Rachel Hinman | UX Week 2008: http://vimeo.com/3327288
                             Jane McGonigal: http://avantgame.com/ : @avantgame
                                     Dan Saffer: http://www.kickerstudio.com

                                                  SITES
http://online.wsj.com/article/SB20001424052748704533904574545451866310232.html#mod=todays_us_marketplace
                                      http://communities-dominate.blogs.com/
                                        http://90mobilesin90days.com/index/
                                        http://wapreview.com/blog/?p=3019

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Creating Meaningful Experiences in the Mobile Space