A case study of the PUMA Phone service design and deep brand experience in mobile UI.

1. What’s a Phone? Jerome Nadel CXO & CMO Sagem Wireless

3. Everything is connected

4. Everyone is connecting 1995 1997 Today…

5. Everyone is contributing

6. Everyone is jumping in

7. What’s a…

8. What’s a phone? Smarter and smarter…

9. What’s a phone? Smarter and smarter…

10. convergence

11. Hard to choose… Reason Emotion

12. Deep brand expression in an open world

13. “I’ve just found my favourite phone of Mobile World Congress 2010 and it’s from someone completely unexpected: Puma.” “the most endearing phone of the show...the Puma stands alone as a beautifully designed quirk of a phone... Kudos, Sagem, and long may it continue.” “It’s the added extras that really make this phone what it is. On its sporty side you can expect an analogue stopwatch, GPS run tracker, GPS bike speedo, pedometer and ooh, a yachting compass.” “The alchemy is perfect, as Puma has ensured every aspect of the OS and hardware is ultra-styled and feature-led.” “Sagem’s device breaks the mould of branded phones by actually being good.” Divergence – Expression in difference

16. PUMA WORLD PORTALFromrich media to mCommerce

19. Mobile Commerce MOBILE ACCESS. EYEWEAR FRAGRANCES TIMEPIECES BAGS SHOES…

20. Branded Photo App Home Screen UNIQUE SERVICES 1 4 CUSTOMIZED SERVICES 1 Main Menu THEMING GUIDELINES CORE UX MODEL Notifications Task Switching Remove 1 1 A flexible user experience platform… …that enables effective and deep brand experience

21. Who wants a PUMA Phone?