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