SlideShare ist ein Scribd-Unternehmen logo
1 von 65
Downloaden Sie, um offline zu lesen
a manual for
     the second
         internet
       revolution




mobile
mania
always on.
always with you.
always
connected.
the world is
changing as
                                    mobile mania
the cellphone
becomes the                         When computers were first invented, they were the size
                                    of a room.
computer.                           By 1970, they had shrunk to the size of a car.
                                    By 1982, they would sit on a desk.
                                    By 1995, they were portable.
                                    Today we have reached the age where a big,
                                    powerful computer fits neatly inside a cellphone.
                                    Small enough
                                    This latest stage is the most important.
                                    For the past fifty years, using a computer has always
                                    meant sitting down in front of that computer.
                     links          Followed by a start up process.
  Read online:
  pubs.wunderman.com/mobilemania    And then launching applications.
  Download PDF:                     This desk-centric process has been so fundamental
  pubs.wunderman.com/mobilemania.   to computing, it has defined the way people think of
  pdf
                                    them.
  Facebook page:
  pubs.wunderman.com/mm/fb          The first menu command in 80% of computer software
  Twitter hashtag:                  today is still the desky word ‘File’.
  #mobilemania
  Mobile version:
  pubs.wunderman.com/mm

                                    mobile mania                                             1
And when you delete a file, you move it from a
                                                                                           ‘desktop’ to a ‘trashcan’.
                                                                                           This is a problem
                                                                                           The deskiness of computers has stopped them getting            65 million mainly
                                                                                           into every corner of our lives.                                    desk-bound
                                                                                                                                                       information workers
                                                                                           They aren’t there when we socialize.                          use Google every
                                                                                                                                                                      day.
                                                                                           They aren’t there when we shop.
                                                                                           Or travel.
                                                                                           Or go to bed.
                                                                                           And they are just not designed for the 80% of humans
                                                                                           who don’t sit at a desk all day.
                                                                                           Not so with the phone
                                                                                                                                                  6 billion other
                                                                                           A cellphone is a very different device.                people don’t.
Computing has always been done at desks.   But baristas don’t have desks.                  It’s always on.
                                                                                           It’s always connected.
                                                                                           And it’s always with you.
                                                                                           It’s a paradigm shift
                                                                                           Putting computing power into such a small device is
                                                                                           likely to change computing out of all recognition.
                                                                                           And our lives with it.
                                                                                           Thirty years after the invention of the personal
                                                                                           computer, computing is about to get intimate.




Nor do teens.                              And no one takes a desktop computer shopping.
                                                                                           mobile mania                                                                   3
mobile mania: summary
•	 The biggest thing happening at the                cutting can be a very creative act. (page      •	 For marketers, the cellphone                  •	 But it will all work only if marketers
   moment is not social networking. It is the        39)                                               is important because so many                     shift over to better measurement of
   shift to computing on cellphones. (page        •	 Will mobile data save the telecoms                traditional marketing media are                  campaigns. (page 104)
   3)                                                industry? It depends whether the                  collapsing at the moment. In                  •	 Cellphone based computing should
•	 At the time of the internet boom of the           telecoms industry sheds its ‘me too’              certain cases, the cellphone may be the          revolutionize medicine, as the
   late nineties, there were around 200              mentality and starts to think different.          only marketing medium available in the           cellphone becomes a nerve centre
   million computers connected to the                (page 44)                                         future. (page 78)                                for health and fitness
   internet. Today, there are already around      •	 The shape of the future will come from         •	 For packaged good marketers, the issues          monitoring, for people both
           three and a half billion people with      studying the teen society of today. It is         are even greater. Many of their brands           healthy and ill. (page 108)
            cellphones – half the population         already much more networked than that             were designed with big budget television      •	 It is already merging with the credit
            of the planet. The cellphone             of older people in their mid 20s. (page           an ingredient as essential to them as            card, for both near field and distance
           computing boom could be the               50)                                               vegetable oil. They will continue                payments, and transactions both large
   biggest in history. (page 6)                                                                        to struggle to adjust to digital as
                                                  •	 Sure, cloud computing will be a big part                                                           and small. For poorer people without
•	 Unlike the last internet boom, this one           of the next revolution. But will cellphones       lead medium. (page 82)                           bank accounts, mobile
   is unlikely to be localized in the United         become just dumb terminals? Phones             •	 The other marketing issue is                     minutes are proving a
   States. Cellphone ownership, networks             are status symbols, and there’s not much          that of target audiences. Brands cannot          better currency than
   and needs are greater in other parts of           status in a dumbphone. (page 54)                  transition to digital mobile media whilst        cash. (page 113)
   the world. (page 14)                                                                                retaining a broad demographic target
                                                  •	 In the last internet boom, most people lost                                                     •	 Mobile digital marketers
•	 To succeed in this revolution, you’ll need        most of their money. You will need a cool         audience – demographics were invented in         however should not dismiss TV thinking
   a paradigm-shifting insight. But such             head to keep yours this time. (page 58)           the TV era to sell airtime. (page 86)            from the past. The web is going video.
   insights are hard to come by.                                                                    •	 Mobile media could transform loyalty             (page 116)
                                                  •	 As search goes mobile, it should
   (page 23)                                                                                           schemes into something much more
                                                     transform from its current office orientated                                                    •	 Above all, society should think
•	 The successful new mobile                         format to something more intuitive and            powerful over the next few years. (page 89)      carefully about the implications of
   apps will be above all simple                     less demanding on the user. (page 68)          •	 Mobile media may also lead to the 24/7                      everyone sharing so openly
   to understand and easy to use. Most tech                                                            campaign – the one that is as immersive as                  their movements through GPS
                                                  •	 It could perhaps combine with mobile
   products fail because they are neither.                                                             a video game or FarmVille (page                             and personal details through
                                                     augmented reality to provide new
   (page 29)                                                                                           94)                                                        social networking. Politicians
                                                     ‘Terminator’ style vision, and perhaps the
•	 New mobile innovations will be launched           first leap forward in user interfaces since    •	 Mobile phones bring information                            are not using the data at the
   into a much colder climate to that of the         the graphical user interface appeared in          and data to consumers as they shop. It           moment because they don’t get
   1990s internet boom. Cost cutting may             the 1980s. (page 74)                              should force marketing into a new mood of        digital. Beware the politician who
   be an important part of them. But cost                                                              openness with its end user. (page 99)            does. (page 121)
1. is mobile such a big deal?
In 1997, the internet was the biggest thing on earth.
And the killer app of the internet, the gurus said, was     She’s watching TV on her cellphone.                  He’s selling his catch using his cellphone.
email.
But what exploded amongst people in Asia and Europe
in 1997?
Not email.
It was their discovery, unpromoted by mobile network
operators, that they could send each other 160
character SMS texts.
Unlike email, texts came without pictures.
And without attachments.
And unlike emails, each text cost money.
But they went instantly to their family, boyfriend or
girlfriend.
At any time of day.
Or night.
In corporate fraud trials, the lawyers go for the emails.


                                                            She’s checking her friends’ GPS using a cellphone.   Convergence is finally happening.
6
But in divorces, it’s the texts that contain all the intimate
details.
The need for always on, always connected, always
there has become critical for ordinary people.
What will change next?
How will the way people use computers change as
they start to carry powerful ones with them all the time?
Probably as much as the way computers changed
when they stopped being the size of rooms and started
fitting on desks.
When this happened in the seventies and eighties, it
wasn’t just about a change in size.
People started doing things that were thought
uncomputery at the time.
                                                                  The seven-patty burger
Things like writing letters and playing games.                    created by McDonalds
And drawing pictures.                                           Japan to launch Windows
                                                                   7 may have left diners
And installing screensavers and wallpapers.                                     bloated.
As computers move into phones, computing will                     But Windows 7 is part of
change yet again.                                                the trend towards faster,
                                                                   more agile computing
And the new uses of the computer will feel as weird as                          systems.
the idea of listening to a song on one did in 1980.
Phones are smarter
Things will also change because phones are more
‘conscious’ than desktop computers.
Thanks to GPS location, accelerometers and compass
functions, a modern cellphone increasingly knows
where it is, and what it’s looking at.
Soon, cellphones will know other things such as the
temperature, and how many of your friends’ phones
are close.
                                                                                             Usage of the BBC’s mobile iPlayer app peaks at midnight. It’s under-the-covers TV.

8
They will feel less like a tool, and more like part of your   the mobile boom          But isn’t social networking the bigger trend?
brain.                                                                                 Many would argue that social networking has been the
                                                                 will be huge          biggest computing trend of the past few years.
The change is already happening                          number of people
The shift from desktop computers to cellphones is                                      And in many ways they are right.
                                                           with cellphones
already happening:                                                   today
                                                                              3.5      It’s just that mobile devices are the things that make
                                                                             billion
•	 More and more tweets come from mobile devices.                                      social networking so compelling and so useful.
   If they had to go home to tweet, most people                                        Social networking only exploded around the US and
   wouldn’t bother.                                                                    Europe in 2006/7 as mobile got going.
•	 No one would organize a party on Facebook if they                                   In Korea, where telecoms are more advanced, social                                 2010
   could only check Facebook at home.                                                  networking was alive and well in 2002.                                1998
•	 People are starting to watch TV on cellphones - even                                Mobility is the underlying force behind social
   when they are at home. The phone is in their hand.                                  networking.
   The remote is buried somewhere in the sofa.
                                                                                       Is it just phones?                                                If voice and text were all
•	 If indeed they still have a remote, as phones can                                   No. The broader trend is about any pocketable device            people wanted, cellphones
   now control TVs, music systems and air conditioners.                                                                                                  would be getting smaller.
                                                                                       that’s always with you and always connected.
                                                                                                                                                        But they have been getting
•	 Ten years ago, most people did most of their writing                                At the start of the 2010s, all sorts of small, mobile            bigger ever since 2000. It’s
   in word processors. Today, Japanese professors                                      devices are appearing:                                       clear evidence that consumers
   complain that students now routinely write and          number of                                                                                   want more from their phone.
                                                           networked                   •	 The Nintendo DS is now wifi-capable.
   submit their dissertations from cellphones.             computers
                                                                                       •	 The PlayStation Portable is connected too.
However they communicate, consumers do it more                  today
and more from cellphones.                                                              •	 Apple’s iPod Touch is a powerful wifi-connected
                                                             1.2                           computer. The more expensive iPads have a 3G
Cellphones have small screens.                             billion                         connection too.
And small keys.
                                                                                       •	 The two kilo laptop of the 1990s has become the
But they are always with you, always connected, and                                        lightweight netbook of today.
always on.
                                                                                       •	 That netbook’s typical eight-hour battery life and
For most people, that is what       number of networked                                    built-in cellular connection make it a truly mobile
matters.                                computers at the                                   laptop.
                                     height of the internet
                                              boom, 1999                               •	 Meanwhile the rapid falls in prices continue. The
                                                                                           computing power that was state of the art in 2000 will
                                                200                                        soon be in a $30 handset.
                                               million


10                                                                                     mobile mania                                                                               11
It will happen fast                                        ‘Some analysts                   But it happened anyway. And the same will
The speed of change can be seen from the iPhone            estimate that by                 happen now.
app store. Three billion apps have been downloaded
from it since it opened in 2008.
                                                           2015, almost all                 This book
                                                           shipped handsets                  This book is for any telecoms executive,
Nokia, BlackBerry and other handset makers have also                                                 innovative marketer or bedroom coder
opened stores.                                             will be smart.’                           dreaming of riches beyond the possibilities of
The speed of change can also be seen from the rate of                 THE ECONOMIST         avarice.
sale of smartphones.                                                                        It is intended to be a sober reflection on what is going
At the height of the 1990s internet boom, there were                                        on.
200 million computers in total connected to the                                             When the irrational exuberance of the next boom              In the last boom,
internet.                                                                                   starts, reach for it.                                           investors were
                                                                                                                                                       valuing websites at
180 million smartphones were sold in 2009 alone.                                                                                                         $1000 per pair of
And it will be huge                                                                                                                                        visitor eyeballs.
Half the people on the planet carry a cellphone with                                                                                                     Beware of similar
                                                                                                                                                        delusions this time
them all the time.                                                                                                                                                  round.
Nearly all use them constantly.
It is therefore likely that cellphones will become
consumers’ main computing device of the future.
There will be problems along the way
                                                         top of the
Of course, there are still many problems to
                                                         range
be solved in the mobile revolution.                      desktop,
Programming interfaces for phones are                    1999              iPhone 3GS
complex and diverse.                         RAM         128MB             256MB
It’s difficult to write apps for them.       Storage     20GB              32GB
And the risk of piracy is high.              Processor   500Mhz            600Mhz
But it was the same in the early days of the             The cellphone of 2010 is more
internet.                                                   powerful even than top-of-
Nothing quite worked. Data speeds were perhaps             the-range computers at the
                                                            height of the internet boom
1000th of what they are today, and the connectors                                in 1999.
and pipes kept breaking.



12                                                                                          mobile mania                                                                 13
2. an unamerican revolution
This one won’t be centered in the
United States.                                                                              Mobile signals are strong in Hanoi, Vietnam.   Madurai, India: four bars, and full 2.5G data

The first internet revolution happened above all in the
United States.
That was where the tech companies, the fast
connections and the venture capital were.
This time it’s different.
•	 The projects that set out to cover entire U.S. cities like
   Philadelphia with wireless access have gone quiet.
•	 Call quality isn’t as good in much of the USA as it is
   in Europe or Asia. Call quality can be better in India
   than it is in New York.
                                                                      The world’s largest
•	 Most Asians and Europeans discovered texting in              mobile network operator
   1997. Texting only went mainstream in the U.S. in
   2008.
•	 Similarly, 2.5G data networks can work as well in the
   rural Third World as they do in major U.S. cities. You


                                                                                            Transvaal, South Africa: 100% 3G               But low bars in New York
14
can be in a village on a
     remote Indonesian island.          mobile subscriptions per 100
     No cars. No infrastructure.
     But your BlackBerry will still
                                                population
     work.                                                               100
                                        Singapore
So                                        Germany
As a result, the mobile                         UK
revolution is not localized –             Denmark
it’s happening everywhere:             Switzerland
•	 The most discriminating                  Taiwan
    phone users are in Hong                Norway
    Kong, where handsets are              Australia
    sold unlocked, contract-                France
    free and ready to go.             United States
                                                                            Source: ITU 2008    Phones work on underground sections of           And they’ve worked for years on Singapore’s MRT
•	 Sending money by                                                                             Vancouver’s new Canada Line metro.               metro.
    cellphone is happening first in Kenya. Mobile minutes     By most measures, the U.S. is a
                                                             relatively undeveloped mobile
    have become a widely traded currency, and a                                     nation.
    phone-based system known as M-PESA has become
    the payment system of choice.
•	 Building payment card functionality into cellphones
    is happening in Singapore and the UK, and has been
    commonplace in Japan for years.
•	 High definition voice calls are already alive and well
    – in Moldova.
•	 The Obama campaign iPhone app arrived too late
    to impact the US election much. Cellphones were
    used better in South Africa’s 2009 election, where the      In 2005, the Motorola RAZR
    ANC databased and sent picture messages to 33               was a sexy $400 phone for
    million cellphones.                                        New Yorkers. By 2007, every
                                                                taxi driver in Shanghai had
•	 In Germany, Lufthansa have replaced paper tickets                                   one.
    with barcodes sent to their passengers’ phones.                    Technology can get
                                                                             cheaper fast.

                                                                                                On Hong Kong’s MTR metro, they even work under   But they still don’t work on most North American
                                                                                                the South China Sea.                             and European mass transit systems.
16
•	 Low income isn’t a barrier because of the
   international reach of telecoms companies. For
   example, the biggest player in the Ukrainian
   mobile network operator market is a joint venture
   with Norway’s Telenor. This ensures that Ukraine,
   per capita GDP $3000, gets similar infrastructure
   to Norway, one of the most advanced cellphone
   countries in the world.
Third World first
                                                                     Cellphones allow Indian
Indeed, the cellphone-based internet may move faster                      peasant farmers to
in poorer countries than in the West.                               negotiate a price for their
                                                                 livestock before they spend
Put a copper telephone wire into an advanced
                                                                    a day taking it to market.
industrial country, and fifty years later that wire will still
be there.
In a poorer country, that wire will have been dug up for
scrap within a month.
This put poorer countries at a massive disadvantage
during the fixed-line internet boom.
But this also means that the mobile internet is now their
only internet in poorer countries.
So mobile innovation there may be faster.
                                                                        A typical Indonesian
This boom should be democratic                                         sends over 800 texts a
The cellphone-based internet boom could be the most                                   month.
democratic technological boom in history.
The last internet boom was, at its peak in 1999, about
two hundred million rich people.
Only they could afford the kit.
With mobile, it’s different.
Half of the planet - three and a half billion people - has
a cellphone.

                                                                                                  The average woman in Sub Saharan Africa touches her hair 37 times a day. But she checks her
                                                                                                  cellphone 82 times a day. Source: Millward Brown 2008
18
Soon smart features will be on the $30 handsets all of
                                                             them can afford.
                                                             And computing power will suddenly be in the hands of
                                                             most of humanity.
                                                             So
                                                             This should be a wake-up call to entrepreneurs
                                                             everywhere. This is the boom that will pull the world out
                                                             of the recession:
                                                             •	 Projects to put laptop computers into poor
                                                                communities have struggled because you need to
                                                                be literate to use a computer, and 25% of humans
                                                                aren’t. But people who can’t read use cellphones
                                                                without problem.
                                                             •	 Past research by the London School of Economics
                                                                has shown emerging countries grow 0.7% faster
                                                                because of the economic empowerment voice calls
                             Even in a middle-income
                                                                from cellphones provide. Peasant farmers use them
                             country like Thailand, middle      to get a better price for their corn; poor fishermen
                             class youth update their           use them to trade with ports. Phone-based mobile
                             handset every six months.          computing power should make emerging countries
                                                                grow even faster.




                 Phones in
          Japan are very
         advanced - but
   operate on a different
technical standard to the
        rest of the world.                                            Cellphones can be
                                                                       a powerful tool in
                                                                              elections.
                             mobile mania                                                                            21
3. shape of a paradigm-shifting insight
                          In a boom like this, the winners will be those with the
                          paradigm-shifting insights.
                          But where do you find such an insight?
                          It’s the most difficult question in the world.
                          Pioneers can’t express what’s new
                          When the internet first appeared in 1993/4, no one
                          could quite explain to outsiders what was so good
                          about it:
                          •	 Email let you send messages to anyone
                             with an email address. But the only
                             people with an email address in 1994
                             were scientists. So to non-scientists,
                             email sounded
                             completely
                             pointless.                                               ‘The future
                          •	 The first webcam
                                                                                       is already
                             went live in
            Waterproof       November 1993.                                         here. It is just
           phones are
          big in Japan
                             It allowed computer                                        unevenly
                             scientists in Cambridge, England to
   because they have                                                                 distributed.’
    a TV function. And       monitor beverage levels in their
Japanese like to watch       department coffee pot. But                               WILLIAM GIBSON
        TV in the bath.      why, wondered outsiders,


                          mobile mania                                                                 23
didn’t the scientists just go around the corner
     to check the pot? And why would anyone on                                                      which of these is an insight?
     another continent want to look at it?
 •	 In 1994, the funniest thing on the net was
     a scientific paper about exploding toaster
     strudels. Yes, it was funny. If you were a nerd.
 It’s always the same with great conceptual
 leaps.
 Before they happen, no one can see their value.             Today, many senior
                                                             managers ask their
 Even early adopters can get things wrong:                   staff to update their
 •	 Some companies got into email enthusiastically in        Facebook for them.
     the early 1990s - they put a computer in the mail
     room next to the fax machine.
 •	 When YouTube appeared in 2005, cutting-edge
     teens started uploading videos they’d made. But
     when viewers re-pasted their videos onto other sites,
     the authors complained it was stealing. The concept                              1. You look at the moon, and                2. You look at an eclipse and                3. You are in an elevator at
     of sharing, critical to the success of social media,                             you wonder whether it is falling            you wonder why it is that the                the top of a tall building and
     only came later.                                                                 in space, just like an apple                sun and the moon are exactly                 the cable snaps. As you fall,
                                                                                      falls to the earth.                         the same size.                               you feel weightless, and you
 Commercial agendas then blur the picture                                                                                                                                      wonder – at that instant is there
 Ever since computers were invented, marketers have                                                                                                                            any real difference between
 been over-optimistic about what they could be used                                                                                                                            being in a falling elevator and
 for:                                                                                                                                                                          floating in space?

 •	 In 1969, marketers suggested that you put a
    computer in your kitchen to store your recipes on. A
    computer at the time cost $4000. A paper notebook
    cost $1 - and was less likely to lose your recipes.
 •	 In 1993, marketers encouraged people to buy a new
    computer so they could watch postage stamp-sized
                                                                                                      3. Albert Einstein described 3. as ‘the luckiest thought of my life’. It led him to his General Theory of Relativity.

    multimedia clips on them. Hadn’t they heard of TV?                               sun. If it was nearer, it would appear bigger. No insight at all.
                                                                                     2. The sun and the moon just happen to appear the same size to us. If the moon was further from us, it wouldn’t quite cover the
                                                                                                  1. ‘Does the moon also fall?’ was the question that Isaac Newton asked himself. It led him to his theory of gravity.




24
She uses it to
                                                                                              flirt.
                                                                                     She uses it to
                                                                                       update her
                                                                                       Facebook.
                                                                                    She uses it to
                                                                                  whisper into his
‘If I’d asked the
consumer what they                                                                   ear at night.
wanted,’ said Henry   •	 In 1997, hardware companies toured the world trying
Ford, ‘They’d have       to sell companies their own web servers. Why not just       She uses it to
asked for a faster       rent space from an ISP?
horse.’                                                                             share pictures
                      Commercial agendas can be seductive.
                                                                                        of her life.
                      But they can confuse the hell out of you.
                      And ordinary people can’t help you either
                                                                                 It is the first thing
                      Consumers in focus groups aren’t much help either.             she looks at in
                      Before the arrival of the BlackBerry in 2003, few could          the morning.
                      see the value of having a cellular connection on their
                      PDA. A cellular connection would make it a phone.               And the last
                      And they already had a phone.                                 thing at night.
                      ‘Intrusive’ said others. ‘Why would anyone want to
                      receive emails outside their office?’                         The cellphone
                      It was the same before Nintendo launched the Wii and         is not personal
                      the DS. Few women could accept that they would ever             technology.
                      get hooked on video games.
                      When faced with paradigm-shifting inventions, most
                                                                                     It is the most
                      consumers can’t see further than the end of their nose.               intimate
                      Or as Henry Ford put it in 1909, ‘If I’d asked the                 electronic
                      consumer what they wanted, they would have asked               device ever.
                      for a faster horse.’


26
So
Other people aren’t much help when it comes to
searching for that crucial insight.
You’re on your own:
1. Don’t expect a ‘eureka’ moment. Great new ideas
   feel uncomfortable rather than brilliant.
2. Work out a better way of validating your idea than
   just exposing it to other people.
                                                                                             4. so how do you come up with an
3. Spend time cleaning up your idea: quite often you’ll
   discover that your great idea was a mashup of
                                                                                             idea for a mobile app?
                                                                GPS directions, SMS alerts
   several quite good ideas and one really brilliant one.
                                                                and booking by web are       It’s the million dollar question at the moment.
4. Question all past assumptions. The flashback was              transforming the hire car
   considered the worst cliché in film until Anthony                             business.   These thoughts may help you:
   Zuiker revived it as the basis of storytelling within CSI.                                1. Make stuff easier
5. Work out what’s fixed and what isn’t. Online clothes                                      People don’t like complex processes.
   retail has been dominated by price-oriented former                                        They type domain names into Google rather than into
   catalog retailers. But it doesn’t have to be that                                         browser address bars.
   way. In the UK, online fashion company asos.com                                           Not because they need to search, but because
   attracted fashionistas by featuring top models such                                       Google doesn’t make you type www. and .com to get
   as Daisy Lowe and endorsements in Elle.                                                   you to the right place.
6. Don’t worry about lack of logic in your process. ‘First                                   Think lazy.
   you make the intellectual leap,’ said Einstein. ‘Then                                                                                              Steve Krug’s 2005 classic
                                                                                             2. Think simple                                                 book ‘Don’t Make
   you work out how you got there.’                                                                                                                       Me Think’ urged web
                                                                                             In the age of desktop computing, software was often       designers to make their
                                                                                             complex.                                                      navigation clearer.
                                                                                             But the user of mobile apps may well be drunk, or half    ‘Don’t even think about
                                                                                             asleep, or distracted.                                    making me think’ might
                                                                                                                                                            be a good mobile
                                                                                             To succeed in this new era, software needs the                            sequel.
                                                                                             simplicity of consumer electronics devices.




28                                                                                           mobile mania                                                                    29
3. Cut out steps
                                                                                                   As every e-commerce analyst knows, every stage a
                                                                                                   customer has to go through to buy loses sales.
                                                                                                   Amazon’s big leap forward was one-click purchasing.
                                                                                                   Simplify your process too.
                                                                                                   4. Don’t let ‘mobile’ confuse you
                                                                                                   People use their cellphones for voice calls at home.
                                                                                                   Don’t let the ‘mobile’ moniker make you think ‘out of
                                                                                                   home’.
                                                                                                   5. Don’t worry about gravitas
                                                                                                   At $50 a DVD, an Xbox/PS3 game has to be pretty
                                                                                                   compelling to work.
                                                                                                   The criteria are much lower for $1 apps.
                                                                                                   In ‘Pocket God’ you manage an island of
                                                                                                   primitive people who fall into the sea and get
                                                                                                   eaten by sharks if you tilt your iPhone.
                                                                                                   It’s pretty pointless.
                                                                                                   But at $1, it’s a hit.
                          did you miss this idea?                                                  Similarly, ‘Paper Toss’ simulates throwing a ball
                                                                                                   of paper into an office waste paper basket.
Back in the 1990s, the most popular search         But the most valuable insight was staring       It’s not quite as immersive as Doom. But at $1, it        ‘Fate rarely
engine was called AltaVista.                       everyone in the face.
One of its cool features was its ability to list   And no one saw it.
                                                                                                   doesn’t have to be.
                                                                                                                                                           calls upon us
                                                                                                   6. Focus on the eternal
links coming into your website.                    If the number of links coming into your         Language, say evolutionary psychologists,               at a moment
All you had to do was type ‘link: xyz.com’         site was a good measure of your site’s
into the search box and up came a list of          popularity, would it not also be a good
                                                                                                   evolved so that humans in the hunter-gatherer
                                                                                                   environment of 50,000 years ago could better                    of our
other sites that had linked to xyz.com.
It was a pretty cool feature. You could see
                                                   measure of other sites’ popularity?
                                                   And so if you ranked sites using this
                                                                                                   evaluate each other’s suitability for mating.              choosing.’
                                                                                                   As computing becomes a more mainstream
how your web page was becoming more                popularity measure, would you not create a      human activity this decade, it’s likely that its              OPTIMUS PRIME
influential, and which journalists, websites       better search engine?
and others had noticed it.                         If you’d had this insight, you might today be
Lots of web-savvy people knew this, and            worth over a hundred billion dollars.
used it to reveal valuable insights.               Because you would have invented Google.         mobile mania                                                                  31
prime use will become
                                                                                             not spreadsheets, or
                                                                                             databases, but flirting.
                                                                                             7. It’s about boy meets
                                                                                             girl
                                                                                             Indeed, forget all the
                                                                                             garbage about new
                                                                                             forms of society.
                                                                                             People still spend most
                                                                                             of their lives finding the
                                                                                             right partner, relating with
                                                                                             them and having children
                                                                                             with them.
                                                                                             Men haven’t changed                                      Evolutionary psychologists tell
                                                                                             much since Botticelli drooled over Simonetta Vespucci     us that language developed
                                                                                             five hundred years ago.                                  in humans to aid selection for
                                                                                                                                                                           mating.
                                                                                             Technology may facilitate human nature.
                                                                                             But it will never change it.
                                                                                             8. Concentrate on the universal
                                                                                             When Steve Jobs was thinking about launching a
                                                                                             mobile device in 2000, his staff pushed him to launch
                                                                                             a Personal Digital Assistant. After all, more and more
                                                                                             people were bringing them to meetings.
                                                                                             Jobs didn’t think most people needed a PDA.

                     did you miss this one too?                                              But people had been listening to music since the dawn
                                                                                             of mankind.
In the 1980s, there was an app called          And no one asked the million dollar           So he launched an MP3 player instead.
Hypercard.                                     question: whether Hypercard would be more
                                                                                             9. Focus on the human condition
It was a virtual Rolodex, but one where you    useful if the Hypercards around the world
                                                                                             Most people are dissatisfied with search engines not
could create clickable text links from card    were connected together.
                                                                                             because they don’t know how to search, but simply
to card, allowing the reader to follow their   If they had asked that question, they would   because they don’t know what they want.
own information trail through the stack.       have invented the World Wide Web.
Hypercard came free on every Mac.
But virtually no one used it.                                                                mobile mania                                                                         33
Limited shelf space means
                       conventional ‘bricks and
                       mortar’ stores can only stock                                                                     If you can work it out for them, you
SALES                  hit products.                                                                                     will become rich.
                       Wal-Mart, for instance, only
                       stocks the Top 100 CDs.         Internet retailers like Amazon                                    10. Don’t worry about downturns
                                                       have infinite shelf space.                                        Google’s big growth spurt was in
                                                       They can therefore sell the
                                                                                        The availability of niche,
                                                                                                                         2001-5.
                                                       ‘Long Tail’ of less popular,
                                                       niche items.
                                                                                        unpopular items creates          There was a tech bust at the time,
                                                                                        demand for them: Afro-Cuban      so Google never acquired any
                                                                                        jazz is on the rise, thanks to
                                                                                                                         competitors.
                                                                                        internet retailers.
                                                                                                                         Bad economic times give good
                                                                                                                         ideas a clear path.
                                                                                                                                                                                      Inspiration can come from
                                                                                                                         11. Look for weaknesses                                                      anywhere.
                                                                                                                         It came as a real surprise to the photographic industry           ‘Isn’t it funny’ said the
                                                                                                                         that no one wanted to print pictures from their digital        governor of the Reserve
        MOST POPULAR
        ITEMS                                                                                                            camera, and preferred to keep them on Flickr or              Bank of Zimbabwe ‘that by
                                                                                                                         Facebook instead.                                            implementing quantitative
                                                                                                                                                                                       easing, the whole world is
                                                                                                                         It shouldn’t have.                                          now copying my economic

                does the long tail work for app stores?                                                                  Most thirtysomethings have crates of photos in their                               policy?’
                                                                                                                         attic that they never look at, and can’t easily share.
   The Long Tail has been the biggest                         Shelf space in the human mind is not.                      The problems mobile apps can solve are right in front of
   economic theory of the internet.                                                                                      your nose.
                                                              In fact, most humans struggle to deal with
   But does it work with app stores?                          more than one brand for each need they                     12. Look for problems
                                                              have.                                                      When postal services went on strike in the 1980s,
   App stores have infinite shelf space, and
                                                                                                                         businesses bought a fax.
   should be able to sell an infinite number of               As a result, eBay is the only player that
   apps.                                                      matters in auctions; Google has most of                    And once they experienced fax, never went back to
                                                              search.                                                    postal mail.
   But the number of apps in Apple’s store
                                                                                                                         Spot the problem – and fix it.
   has now passed 100,000, and many                           And that’s why, in the new era of
   developers are struggling to sell theirs.                  frictionless commerce, the biggest                         13. Feel the power
   The problem is not shelf space but                         economic effect has not been the Long                      Trucks get jammed on narrow roads because their
   marketing: getting the app into the                        Tail.                                                      drivers follow satnav instructions blindly, regardless of
   consumer’s mind, and keeping it there                      But ‘The Winner Takes All’.                                road conditions.
   long enough for them to buy it.
   Shelf space on the app store may be
                                                                                                                         mobile mania                                                                            35
   infinite.
Expect people to follow life instructions on cellphones
just as blindly.
Be careful what you ask people to do – because they
may well do it.
14. Don’t overburden your user
Wii Sports Resort doesn’t unlock 100 pin bowling
until you are good at 10 pin bowling.
Grand Theft Auto 4 doesn’t unlock Manhattan
until you’re familiar with Brooklyn.                         ‘If I have seen further, it is
                                                             because I have stood on
Apple didn’t let anyone customize buttons on the          the shoulders of giants’, said
iPhone for its first six months.                                          Isaac Newton.
Introduce complexity slowly.                              There’s nothing wrong with a
                                                                       little plagiarism.
15. Don’t overburden your partners
At its launch, the iPhone was just a phone with a cool                                        10% of your mobile app users are also watching TV.   10% are in the dark.
new touch interface.
Conceptually, it was easy for mobile network operators
to buy.
If Apple had offered the phone to them with the iTunes
and app stores from day one, the
lawyers would still be negotiating the
launch revenue splits today.
Again, introduce complexity slowly.
16. Solve big problems
Google solves big problems – like the
need for a global visual street map -
using solutions with scale.
Solutions with scale can make you
impossible to copy.
                                                            In India, apps like Nokia’s
17. Think retro                                             Life Tools provide peasant
Home dressmaking was dying in the 1990s.                       farmers with agricultural
                                                                information and prices.


                                                                                              10% are half asleep.                                 And 10% are drunk.
36
Then BurdaStyle.com started
offering downloadable dress
patterns. Alongside this, they
created a home dressmaking
community, allowing women
to share pictures of dresses
they’d made online. Home
dressmaking is now on the up
again.
                                                                 The ability of cellphones
If an idea once fulfilled a need, it could do so again.
                                                              to create flashmobs needs
18. Recognise the new state of news                                   further exploitation.
In the past, the big news stories were things like the fall
of the Berlin Wall.                                                                           5. the digital downwave
Today, celebrity news is big - when Keisha Buchanan                                           In 1997 the bookshop owners of the world quaked at
left the Sugababes in 2009, the tweets went on for                                            the arrival of a new competitor.
months.
                                                                                              The new competitor offered a hundred times more
So if you’re designing an information app, think hard                                         books than they did, much lower prices and free
what information really matters to people.                                                    delivery to their customers’ homes.
19. Don’t assume previous generations knew more                                               Furthermore, it could find any book within a second.
The Guns’n’Roses rock classic ‘Sweet Child o’ Mine’
                                                                                              Did it cause a crisis in bookshops?
ends with the repeated lyric ‘Where do we go now?’
                                                                                              Did the new competitor trigger a crisis in bookshops?
Not because the group wanted to express existential
                                                                                              Oddly it triggered very little reaction at all:
angst.
But because they didn’t know how to finish the song.
                                                                ‘Do or do                     •	 Some bookshops installed sofas.

And so                                                          not. There                    •	 A few others put in coffee shops.
                                                                                              •	 The rest did nothing.
And so it always is with the web.                               is no ‘try’.’                 The result?
The insights are sitting in front of you.
                                                                                 YODA         The result was that a few bookshops suffered.
People pass them every day.
                                                                                              But most were unaffected.
But only one person in a million can see them.
                                                                                              The bookshops grew.



38                                                                                            mobile mania                                            39
The new competitor – Amazon.com – grew.
                                                                                                                  It was the weirdest industrial revolution in history.
                                                                                                                  Why?
                                                                                                                  In hindsight, we can see why.
                                                                                                                  The internet boom happened at the same time as the
                                                                                                                  credit bubble.
                                                                                                                  Consumer incomes were growing by four percent a
                                                                                                                  year.                                                             This decade, the image
                                                                                                                  And house prices were rising too.                                  of the internet as a fun,
                                                                                                                                                                                shiny, positive force with no
                                                                                                                  Internet-based businesses could grow.                          downside may disappear.
                                                                                                                  Traditional businesses could survive.
                                                                                                                  And no one had to lose their job.
                                                                                                                  An odd revolution
                                                                                                                  This isn’t how it normally is in technological revolutions.
                                                                                                                  Previous ones have been about the destruction of the
                                                                                                                  old as much as they have been about the creation of
                cut costs the low cost airline way                                                                the new:
                                                                                                                  •	 As the Industrial Revolution swept Britain in the
Digital entrepreneurs should study the masters of        •	 Then the low cost airlines sold click-thru ads on        1820s, automatic weaving looms put handweavers
digital cost cutting, the low cost airlines:                their websites to hotels and car hire companies.
                                                            Empty space on their websites became a big
                                                                                                                     out of work on a massive scale. The unemployed
•	 Low cost airlines cut travel agents out of the
                                                            profit center.                                           handweavers broke into mills, smashed up the new
   booking process, and sent their customers to the
   web, saving 12% of the cost of a flight.              •	 Then they flexed their muscles: they established         machines, and rioted.
•	 They then made their customers print tickets out         that they could move their flights from airport to    •	 Later the same decade, the railroads arrived. And
   themselves, thus cutting out check-in staff.             airport on a whim.                                       the canal industry went out of business.                               Past industrial
•	 By refusing to transfer bags from flight to flight,   •	 As a result, the tables turned. Low cost airlines                                                                        changes have shaken
                                                                                                                  •	 The railroads then made it much easier to move                               up lives.
   low cost airlines then cut costs further. But this       stopped paying airports to land. And regional
                                                            governments started paying them to fly tourists in.
                                                                                                                     goods across the US and Europe. So the price of
   also allowed them to claim fewer lost bags than                                                                                                                                     Expect this one to do
                                                                                                                     goods fell. And falling prices brought decades of                               so too.
   full-fare airlines.                                   •	 By the early 2000s, low cost airlines had captured
                                                            the entire marketing budget of some tourist              deflation.
•	 Then, by flying to secondary, less congested
   airports they cut costs further, but also became         boards. Why spend money on marketing when
   the most punctual airlines in the world.                 government will do it for you?
•	 Secondary airports meant they could also              Digital innovation involves cost cutting.
   promise to get leisure travelers to beautiful         But cost cutting can be a very creative process.
   countryside faster.                                                                                            mobile mania                                                                             41
Now in 2010
                                                                           The credit bubble is now over, and digital businesses
                                                                           are now growing at the expense of old ones.
                                                                           So watch out:
                                                                           •	 In the nineties, no one carried computing power
                                                                              with them as they went shopping. So the new low
                                                                              prices on the internet never quite met the higher
                                                                              prices on Main Street. Today, phones are becoming
                                                                              able to read barcodes and compare prices as you
                                                                              shop. Expect the full power of internet pricing to be
                                                                              unleashed in the 2010s.
                                                                           •	 Book publishers thought that they had been
                                                                              spared the downside of the internet, as pirates
                                                                              focused on music and film rather than books. But
                                                                              publishers depended on the book sections of
                                                                              newspapers to promote their titles. And in 2009,
                                                                              cash-strapped U.S. newspapers all dropped their
                                                                              book sections.
                                                                           •	 Some computer game designers are shocked by               Unemployment in the United
                                                                              how the bottom is falling out of their world as $1 apps   States is now 10%. The wolf is
                                                                              on cellphones become the standard way to play                  at the consumer’s door.
                                                                              games. No one is safe.
                                                                           So
                                                                           Perhaps the best advice this time round is, no matter
                                                                           how innovative your idea, cost cutting is going to be a
                                                                           key element of it.
                                                                           •	 Don’t dismiss cost cutting as being unsexy. If you can
                                                                              cut costs enough, you create new markets.
                                                                           •	 Imagine the power of bringing services that were
                                                                              once the exclusive right of rich people within the
                                                                              reach of the average human being. You could
Deflation means people may be shopping in Tokyo. But they’re not buying.      change the world.


                                                                           mobile mania                                                                            43
•	 In the nineties, mobile network operators left
                                                                                                      ringtones to third parties like Jamba’s Crazy Frog.
                                                                                                   •	 Others made the money in personalized phone
                                                                                                      covers too, and in wallpapers and screensavers.
                                                                                                   Here are some principles mobile network operators
                                                                                                   should consider this time round:

6. will mobile data save the telecoms                                                              1. Don’t fight the consumer
                                                                                                   In the early nineties, mobile service providers hid the
industry?                                                                                          text functionality of their phones from consumers,
                                                                                                   arguing that every text sent was one fewer phone call
                                                                                                   made.
Cellphones were a deadzone in the West in the mid                                                  They refused to accept that texting filled a separate
2000s.                                                                                             need for discreet, non-synchronous communication.
People weren’t making any more calls.                                                                 When consumers in Europe and Asia discovered
They weren’t sending any more texts.                                                                      texting for themselves in 1996/8, it didn’t kill voice
And regulators were squeezing the price of everything.                                                        calls.
Almost overnight, mobile network operators,                                                                    But it did grow into mobile service providers’
the darlings of 1990s business, had become a                                                                         number two revenue stream.
smokestack industry.                                                                                                    2. Own the address book
Then                                                                                                                      The cellphone’s address book app
In 2006, most people thought mobile data                                   ‘The $116 billion                               is little changed since 1990.
was a no-hoper.                                                                                                            Which is a shame.
Then in 2007 came the iPhone.
                                                                           business of selling                            An address book with automatic
The first iPhone users used forty times as                                 cell phone calls                              remote back-up could have kept
much data as anyone else.                                                  in the U.S. faces                           users loyal after number portability
                                                                                                                   arrived.
Even before the app store arrived.
Today, mobile network operators stand at the center of
                                                                           a long, ugly                         What other improvements could be
the mobile data boom.                                                      decline.’                            made?
But they have lost control of markets in the past, and                                                        •	 The ideal address book would allow
                                                                               FORBES, NOVEMBER 2009
they could do so again:                                  Now 99p at                                       you to share phone and email details with new
                                                             Tesco.                                       friends just by clicking ‘accept’.


44                                                                    mobile mania                                                                            45
•	 It would then update your details on their phones                                                                              customers working out what a bad deal they
   automatically.                                                                                                                 are getting now that they make most of their
•	 It would also allow you to share pictures with them.                                                                           calls from their cellphone.
Mobile network operators and handset manufacturers                                                                                This confusion marketing mentality has seeped
are working on this.                                                                                                              over into mobile telecoms, as regulators
It could provide real added value to their phones.                                                                                squeeze.
But if they had done this ten years ago, they could                                                                               Confuse your customers, and you’ll eventually
have avoided the slide into being a commodity                                                                                     lose them.
business, and created loyal, premium customers.                                                                                     6. Don’t copy
                                                                  Still troubled by the
They might also have invented Facebook.                        recession? Read pubs.                                                Most telecoms companies have excellent
                                                          wunderman.com/aaagh.pdf
                                                                                          SIM-enabled photoframes
                                                                                                                                    competitor information.
3. Work out the billing
Most app stores are struggling because of complex                                         from Softbank allow            But they use this information to copy each other.
                                                                                          young urban Japanese to
billing procedures.                                                                       update their parents in the
                                                                                                                         If one telecoms company launches a netbook with a
Mobile network operators already have a gold-plated                                       countryside with photos from   built-in simcard, they all launch a netbook with a built-in
billing relationship with their subscribers.                                              their phones automatically.    simcard.
                                                                                          The future is less and less    Companies that do exactly the same thing end up
Single-click billing needs to happen now.                                                 about voice-centric devices.
                                                                                                                         competing on price.
4. Don’t think commodity                                                                                                 Profits start through differentiation.
Because telecoms is full of metrics like Average
Revenue Per User, most telecoms execs have ended                                                                         7. In fact, think different
up believing that they work in a numbers driven,                                                                         Mobile network operators rarely think beyond voice
commodity industry.                                                                                                      and text.
Not so.                                                                                                                  But cellphones had other uses, even before data.
In their growth phase in the 1990s, mobile telecoms                                                                      In Japan, over sixty percent of men use their phone as
were about raw human emotion, personal relationships,                                                                    an alarm clock. Axe Japan served their phone up a
and a positive future for mankind.                                                                                       new alarm-clock babe every morning.
The mobile telecoms industry has always done better                                                                      In other countries, Axe used cellphones’ ability to emit
when it has been inspired by the future.                                                                                 a high pitched whistle to turn them into fake scanners
                                                                                                                         for body piercings.
5. Don’t make things complicated
Some fixed line telecoms operators have employed                                                                         There’s a lot more value even to basic cellphones than
confusion marketing for decades, to prevent their                                                                        just voice and text.



46                                                                                        mobile mania                                                                            47
apps are great, but the basics of the                       8. Get a vision
                                                                In 1980, Microsoft set out its mission to ‘place a
         handset still need fixing:                             computer on every desk, and a computer in every
                                                                home.’
                                                                It was a sharp commercial vision.
                                                                And one that has driven the company for three
The weird                          The difficult-to-change      decades.
navigation system,                 four rings to voicemail.
                                                                Computers are now moving into cellphones.
designed by                                If the phone’s at
engineers for other                     the bottom of your      So mobile telecoms now needs such a mission.
engineers.                         handbag, you need at         Will anyone find it?
                                                 least eight.   Most mobile telecoms companies are publicly traded.
                                                                And the next quarter’s results play a huge role within
The button that                                                 their decision-making.
sends your call to
                                                                Defining a mission will need a longer horizon than three
voicemail as you                    The software upgrade
pull the phone out                   that takes 36 steps to
                                                                months.
of your pocket.                                      install.

                                 The button with the funny
‘Confusion’ mode.
                                    symbol that stops the
                                          phone working.


The lack of one-                         The multiple SIM
click remote                     problem: many travelers
backup.                             around China carry a
                                   separate SIM for each
                                           city they visit.



                                The complex calling plan.
The lost charger you             99% of phone users don’t
can’t replace.               understand their calling plan.


                                                                mobile mania                                               49
7. the society of tomorrow is the teen
society of today
If you’re a cool fourteen year old girl, the book you’re
reading at the moment is likely to be about young
women having relationships with vampires.
It’s a hot publishing genre known as ‘Fang Bang Lit’.      20
And for you, the biggest thing of 2009 was the second
                                                                                                                               are tweets too banal?
                                                                      Adults
Twilight spin-off film, ‘New Moon’.                                   Teens
Much of the publicity for New Moon was online.
                                                                                                         Journalists moan that most tweets contain           remarked that they first opened their
And it was very effective:                                                                               banal information.                                  newspapers at the cartoon strips.
•	 Tweets about New Moon peaked at about 80,000                                                          And they are right.                                 Today, via Twitter, the thrill is that you can find
    per hour.                                                                                            But people have always been interested in           out what Miley Cyrus is thinking as she thinks
•	 Live Ustream webcasts were picking up 3 million live                                                  banal information - if it’s about a celebrity, or   it.
    viewers.                                                                                             someone they have a crush on.                       Or Alyssa Milano.

•	 YouTube trailers were picking up 24 million views.       texts             social                     And it’s always been like that.                     Or the Jonas Brothers.
                                                            per               interactions
                                                                                                         During Beatlemania in the 1960s, the media          And all without the intervention of PRs. (Or so
The marketing was viral.                                    day               per day
                                                                                                         focus was not on the Beatles’ mystical beliefs      it would seem.)
But the effect was mass.                                                Estimates based on Ruiz/Lehane
                                                                                                         – that came later.                                  People are more interested in the personal
                                                                                                         It was what brand of toothpaste they used.          than in the public.
This is important                                           To see the behaviors of the
Watching teens is important because the teens of                    future, study teens.                 When Allied generals were planning the              And always have been.
                                                                                                         Normandy invasion in 1944, their aides



50
today are the adults of tomorrow. And the teen habits                                                          Expect this to make people more narrow-minded in
today are the all-adult habits of tomorrow.                                                                    the 2010s.
•	 Boy gamers of the eighties are now middle-aged                                                          9. There will be no privacy, and no one will care.
   gamers.                                                                                                 10. Well not quite. As one teen put it to our researchers:
•	 Those who rebelled in blue jeans in the sixties are now                                                     ‘My rule #1 is no cameraphones in the bedroom.
   retiring in blue jeans.                                                                                     My friend Babsie forgot. By the time she came to
So, from our observations of teens, it’s clear that in the                                                     school the next day, she was ‘BJ’ Babsie.’
future:                                                                                                    Over the next decade, urban society may redevelop
1. Everyone will be socially networked. Because                                                            characteristics of the tribal environment where mankind
     otherwise they’ll never get invited to anything.                                                      lived in the prehistoric era.
                                                                Websites about kittens
2. No one will ever lose touch with anyone.                    get more hits than those
                                                                                                           Where there was no privacy.
3. Social networks will be valued for the security they         of major corporations.                     And everyone knew who you were sleeping with.
     offer. You don’t want to date a psycho. Psychos                                                       And what you thought and did.
     don’t have many friends on Facebook.
4. Celebrity culture will grow and grow. The internet
     allowed people further into celebrities’ lives than
                                                                    typical number of
     ever before. The mobile internet allows them to             friends in online social
     follow those lives 24/7.                                            networks
5. It will be normal to let other people monitor where          600
     you are through GPS. If your signal switches off, your                              teens
     friends will think you have been kidnapped. And
     your boy/girlfriend will know you are up to no good.
6. Linking the cellphone to the cloud will be important.
                                                                300
     Lose your cell and you lose your life.
7. You don’t pay for air. Why pay for music and film?
8. Analog TV constantly exposed viewers to                            adults

     new thoughts – people only watched nature
     documentaries because there was nothing else on.                     Estimates based on Ruiz/Lehane

     Today, there’s much more choice, so sports fans
                                                               Adults, particularly those
     only look at sports, and geeks just look at tech sites.      aged 30+, just aren’t
                                                                               sociable.



52                                                                                                         mobile mania                                                 53
8. welcome to the cloud
Lars sits in a bar and listens to music.
The music is coming from Spotify.
From the cloud.
Wei lies in bed listening to Nokia’s Comes with Music.
It too comes from the cloud.
Anna loses her iPhone.
But she doesn’t worry about her addresses and
datebook, because they are safe.
Backed up in the cloud.
When she gets home, the cloud tells her where her         Cloud photo storage
iPhone is. The cloud shows her on Google Maps that it’s      on sites like Flickr
still at her boyfriend’s house.                           and Picasa is rapidly
                                                          replacing the family
Vodafone 360.                                                    photo album.
Spotify.
Comes with Music.
MobileMe.
The era of cloud computing is upon us.




                                                                                    CLOUDS OVER THE CAPE OF GOOD HOPE.
Here are the issues involved:
Is it mine?
Don’t assume that just because customers are storing
their data in the cloud that we are entering a new
era of cloud communism. People still need to feel and



54
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman
Mobilemania Wunderman

Weitere ähnliche Inhalte

Andere mochten auch

Women on the web Comscore 2010
Women on the web Comscore 2010Women on the web Comscore 2010
Women on the web Comscore 2010Mitya Voskresensky
 
Euro rscg millennials+socialmedia
Euro rscg millennials+socialmediaEuro rscg millennials+socialmedia
Euro rscg millennials+socialmediaMitya Voskresensky
 
Prediction - the future of game analytics - white paper
Prediction - the future of game analytics - white paperPrediction - the future of game analytics - white paper
Prediction - the future of game analytics - white paperJune Lee
 
Paid, Owned, Earned media lection
Paid, Owned, Earned media lectionPaid, Owned, Earned media lection
Paid, Owned, Earned media lectionMitya Voskresensky
 
Research: Online reputation management
Research: Online reputation managementResearch: Online reputation management
Research: Online reputation managementMitya Voskresensky
 
October Southern CA Road Shows - Build Safe and Secure Distributed Systems
October Southern CA Road Shows -  Build Safe and Secure Distributed SystemsOctober Southern CA Road Shows -  Build Safe and Secure Distributed Systems
October Southern CA Road Shows - Build Safe and Secure Distributed SystemsReal-Time Innovations (RTI)
 
Introducción a google drive
Introducción a google driveIntroducción a google drive
Introducción a google drivejoycegmoreno
 
Historia "hora de aventuras"
Historia "hora de aventuras"Historia "hora de aventuras"
Historia "hora de aventuras"Antoniooalm
 
Proyectos fundación terpel
Proyectos fundación terpelProyectos fundación terpel
Proyectos fundación terpeljohnjalopez
 
NH Magazine número 9 -abril 2015-
NH Magazine número 9  -abril 2015-NH Magazine número 9  -abril 2015-
NH Magazine número 9 -abril 2015-SEMANARIO HELVECIA
 
Diari del 13 de maig de 2015
Diari del 13 de maig de 2015Diari del 13 de maig de 2015
Diari del 13 de maig de 2015diarimes
 
Introducción a Android y conexión con SharePoint
Introducción a Android y conexión con SharePointIntroducción a Android y conexión con SharePoint
Introducción a Android y conexión con SharePointAlbert Lozano Ciller
 
Marketing Strategy for Mr Smart Wash Digital
Marketing Strategy for Mr Smart Wash Digital Marketing Strategy for Mr Smart Wash Digital
Marketing Strategy for Mr Smart Wash Digital Krisnawati Sukmaya
 
Francis perez mapa conceptual dibujo - copia
Francis perez   mapa conceptual dibujo - copiaFrancis perez   mapa conceptual dibujo - copia
Francis perez mapa conceptual dibujo - copiafrancisyen54
 
The Future in designing for the sex(es)
The Future in designing for the sex(es)The Future in designing for the sex(es)
The Future in designing for the sex(es)Cathy Wang
 
Estudio Social Travel NH
Estudio Social Travel NHEstudio Social Travel NH
Estudio Social Travel NHConcepto05
 

Andere mochten auch (20)

Women on the web Comscore 2010
Women on the web Comscore 2010Women on the web Comscore 2010
Women on the web Comscore 2010
 
Euro rscg millennials+socialmedia
Euro rscg millennials+socialmediaEuro rscg millennials+socialmedia
Euro rscg millennials+socialmedia
 
Social gaming research 2010
Social gaming research 2010Social gaming research 2010
Social gaming research 2010
 
Prediction - the future of game analytics - white paper
Prediction - the future of game analytics - white paperPrediction - the future of game analytics - white paper
Prediction - the future of game analytics - white paper
 
Paid, Owned, Earned media lection
Paid, Owned, Earned media lectionPaid, Owned, Earned media lection
Paid, Owned, Earned media lection
 
Research: Online reputation management
Research: Online reputation managementResearch: Online reputation management
Research: Online reputation management
 
October Southern CA Road Shows - Build Safe and Secure Distributed Systems
October Southern CA Road Shows -  Build Safe and Secure Distributed SystemsOctober Southern CA Road Shows -  Build Safe and Secure Distributed Systems
October Southern CA Road Shows - Build Safe and Secure Distributed Systems
 
Introducción a google drive
Introducción a google driveIntroducción a google drive
Introducción a google drive
 
Historia "hora de aventuras"
Historia "hora de aventuras"Historia "hora de aventuras"
Historia "hora de aventuras"
 
Inmaculada Senovilla - Mundo Cocina
Inmaculada Senovilla - Mundo CocinaInmaculada Senovilla - Mundo Cocina
Inmaculada Senovilla - Mundo Cocina
 
Proyectos fundación terpel
Proyectos fundación terpelProyectos fundación terpel
Proyectos fundación terpel
 
Gic Market In Canada
Gic Market In CanadaGic Market In Canada
Gic Market In Canada
 
NH Magazine número 9 -abril 2015-
NH Magazine número 9  -abril 2015-NH Magazine número 9  -abril 2015-
NH Magazine número 9 -abril 2015-
 
Diari del 13 de maig de 2015
Diari del 13 de maig de 2015Diari del 13 de maig de 2015
Diari del 13 de maig de 2015
 
Introducción a Android y conexión con SharePoint
Introducción a Android y conexión con SharePointIntroducción a Android y conexión con SharePoint
Introducción a Android y conexión con SharePoint
 
Marketing Strategy for Mr Smart Wash Digital
Marketing Strategy for Mr Smart Wash Digital Marketing Strategy for Mr Smart Wash Digital
Marketing Strategy for Mr Smart Wash Digital
 
Francis perez mapa conceptual dibujo - copia
Francis perez   mapa conceptual dibujo - copiaFrancis perez   mapa conceptual dibujo - copia
Francis perez mapa conceptual dibujo - copia
 
The Future in designing for the sex(es)
The Future in designing for the sex(es)The Future in designing for the sex(es)
The Future in designing for the sex(es)
 
Circulos de guitarra
Circulos de guitarraCirculos de guitarra
Circulos de guitarra
 
Estudio Social Travel NH
Estudio Social Travel NHEstudio Social Travel NH
Estudio Social Travel NH
 

Ähnlich wie Mobilemania Wunderman

Ubiquity: smart people, smart places, smart organisations
Ubiquity: smart people, smart places, smart organisationsUbiquity: smart people, smart places, smart organisations
Ubiquity: smart people, smart places, smart organisationsDaisy Group
 
From Neo to Trinity: The Matrix Reinvented
From Neo to Trinity: The Matrix ReinventedFrom Neo to Trinity: The Matrix Reinvented
From Neo to Trinity: The Matrix ReinventedThe Difference Engine
 
Mobile UX: We’re still human
Mobile UX: We’re still humanMobile UX: We’re still human
Mobile UX: We’re still humanReading Room
 
Wearable Computer
Wearable ComputerWearable Computer
Wearable ComputerSaumya Shah
 
The future will be confusing
The future will be confusingThe future will be confusing
The future will be confusingantimega
 
London IA: Urbicomp & the new new media.
London IA: Urbicomp & the new new media.London IA: Urbicomp & the new new media.
London IA: Urbicomp & the new new media.antimega
 
Google ThinkMobile Conference
Google ThinkMobile ConferenceGoogle ThinkMobile Conference
Google ThinkMobile ConferenceWiTH Collective
 
The computer for the 21st century
The computer for the 21st centuryThe computer for the 21st century
The computer for the 21st centuryicybird
 
Project Modai preliminary boards
Project Modai preliminary boardsProject Modai preliminary boards
Project Modai preliminary boardsJulius Tarng
 
The computer for the 21st century - Mark Weiser, 1991
The computer for the 21st century - Mark Weiser, 1991The computer for the 21st century - Mark Weiser, 1991
The computer for the 21st century - Mark Weiser, 1991Dan Vitoriano
 
Oh my god what happened and what should I do?
Oh my god what happened and what should I do? Oh my god what happened and what should I do?
Oh my god what happened and what should I do? Tim Sparke
 
Digital Meetup - How Not to be Shit!
Digital Meetup - How Not to be Shit!Digital Meetup - How Not to be Shit!
Digital Meetup - How Not to be Shit!Stuart Neale
 
Designing Moblin For MIDs (with notes)
Designing Moblin For MIDs (with notes)Designing Moblin For MIDs (with notes)
Designing Moblin For MIDs (with notes)Nick Richards
 
Final year project 1 present
Final year project 1 presentFinal year project 1 present
Final year project 1 presentDea Xtrik
 

Ähnlich wie Mobilemania Wunderman (20)

Mobilemania
MobilemaniaMobilemania
Mobilemania
 
303
303303
303
 
Ubiquity: smart people, smart places, smart organisations
Ubiquity: smart people, smart places, smart organisationsUbiquity: smart people, smart places, smart organisations
Ubiquity: smart people, smart places, smart organisations
 
From Neo to Trinity: The Matrix Reinvented
From Neo to Trinity: The Matrix ReinventedFrom Neo to Trinity: The Matrix Reinvented
From Neo to Trinity: The Matrix Reinvented
 
Mobile UX: We’re still human
Mobile UX: We’re still humanMobile UX: We’re still human
Mobile UX: We’re still human
 
1. computers for the masses
1. computers for the masses1. computers for the masses
1. computers for the masses
 
Wearable Computer
Wearable ComputerWearable Computer
Wearable Computer
 
The future will be confusing
The future will be confusingThe future will be confusing
The future will be confusing
 
London IA: Urbicomp & the new new media.
London IA: Urbicomp & the new new media.London IA: Urbicomp & the new new media.
London IA: Urbicomp & the new new media.
 
The Wireless Evolution
The Wireless EvolutionThe Wireless Evolution
The Wireless Evolution
 
Google ThinkMobile Conference
Google ThinkMobile ConferenceGoogle ThinkMobile Conference
Google ThinkMobile Conference
 
The computer for the 21st century
The computer for the 21st centuryThe computer for the 21st century
The computer for the 21st century
 
Project Modai preliminary boards
Project Modai preliminary boardsProject Modai preliminary boards
Project Modai preliminary boards
 
The computer for the 21st century - Mark Weiser, 1991
The computer for the 21st century - Mark Weiser, 1991The computer for the 21st century - Mark Weiser, 1991
The computer for the 21st century - Mark Weiser, 1991
 
oh my god what happened
oh my god what happenedoh my god what happened
oh my god what happened
 
Oh my god what happened and what should I do?
Oh my god what happened and what should I do? Oh my god what happened and what should I do?
Oh my god what happened and what should I do?
 
Digital Meetup - How Not to be Shit!
Digital Meetup - How Not to be Shit!Digital Meetup - How Not to be Shit!
Digital Meetup - How Not to be Shit!
 
Designing Moblin For MIDs (with notes)
Designing Moblin For MIDs (with notes)Designing Moblin For MIDs (with notes)
Designing Moblin For MIDs (with notes)
 
Final year project 1 present
Final year project 1 presentFinal year project 1 present
Final year project 1 present
 
Computers During The Industrial Revolution
Computers During The Industrial RevolutionComputers During The Industrial Revolution
Computers During The Industrial Revolution
 

Mehr von Mitya Voskresensky

Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016Mitya Voskresensky
 
Российский потребитель 2015 GFK
Российский потребитель 2015 GFKРоссийский потребитель 2015 GFK
Российский потребитель 2015 GFKMitya Voskresensky
 
Портрет российской молодёжи
Портрет российской молодёжиПортрет российской молодёжи
Портрет российской молодёжиMitya Voskresensky
 
TNS: устройства для выхода в интернет
TNS: устройства для выхода в интернетTNS: устройства для выхода в интернет
TNS: устройства для выхода в интернетMitya Voskresensky
 
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Mitya Voskresensky
 
Типы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативностьТипы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативностьMitya Voskresensky
 
Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02Mitya Voskresensky
 
Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02Mitya Voskresensky
 
Mobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in RussiaMobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in RussiaMitya Voskresensky
 
Millward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertisingMillward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertisingMitya Voskresensky
 
Исследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателяхИсследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателяхMitya Voskresensky
 
Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)Mitya Voskresensky
 
Google & Nielsens research: mobile search moments
Google & Nielsens research: mobile search momentsGoogle & Nielsens research: mobile search moments
Google & Nielsens research: mobile search momentsMitya Voskresensky
 
Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013Mitya Voskresensky
 
Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?Mitya Voskresensky
 

Mehr von Mitya Voskresensky (20)

Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016
 
Российский потребитель 2015 GFK
Российский потребитель 2015 GFKРоссийский потребитель 2015 GFK
Российский потребитель 2015 GFK
 
Портрет российской молодёжи
Портрет российской молодёжиПортрет российской молодёжи
Портрет российской молодёжи
 
TNS: устройства для выхода в интернет
TNS: устройства для выхода в интернетTNS: устройства для выхода в интернет
TNS: устройства для выхода в интернет
 
LINK test metodology
LINK test metodologyLINK test metodology
LINK test metodology
 
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
 
Типы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативностьТипы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативность
 
Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02
 
Mail 131031093328-phpapp02
Mail 131031093328-phpapp02Mail 131031093328-phpapp02
Mail 131031093328-phpapp02
 
Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02
 
Mobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in RussiaMobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in Russia
 
Millward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertisingMillward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertising
 
Исследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателяхИсследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателях
 
3 2-12-130405050854-phpapp01
3 2-12-130405050854-phpapp013 2-12-130405050854-phpapp01
3 2-12-130405050854-phpapp01
 
Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)
 
How to write a screenplay
How to write a screenplayHow to write a screenplay
How to write a screenplay
 
Google & Nielsens research: mobile search moments
Google & Nielsens research: mobile search momentsGoogle & Nielsens research: mobile search moments
Google & Nielsens research: mobile search moments
 
Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013
 
Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?
 
Creative briefing seminar
Creative briefing seminarCreative briefing seminar
Creative briefing seminar
 

Kürzlich hochgeladen

Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxKatherine Villaluna
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxDr. Asif Anas
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxDr. Santhosh Kumar. N
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxraviapr7
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesCeline George
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 

Kürzlich hochgeladen (20)

Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptx
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptx
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
M-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptxM-2- General Reactions of amino acids.pptx
M-2- General Reactions of amino acids.pptx
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptx
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 Sales
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 

Mobilemania Wunderman

  • 1. a manual for the second internet revolution mobile mania
  • 2. always on. always with you. always connected. the world is changing as mobile mania the cellphone becomes the When computers were first invented, they were the size of a room. computer. By 1970, they had shrunk to the size of a car. By 1982, they would sit on a desk. By 1995, they were portable. Today we have reached the age where a big, powerful computer fits neatly inside a cellphone. Small enough This latest stage is the most important. For the past fifty years, using a computer has always meant sitting down in front of that computer. links Followed by a start up process. Read online: pubs.wunderman.com/mobilemania And then launching applications. Download PDF: This desk-centric process has been so fundamental pubs.wunderman.com/mobilemania. to computing, it has defined the way people think of pdf them. Facebook page: pubs.wunderman.com/mm/fb The first menu command in 80% of computer software Twitter hashtag: today is still the desky word ‘File’. #mobilemania Mobile version: pubs.wunderman.com/mm mobile mania 1
  • 3. And when you delete a file, you move it from a ‘desktop’ to a ‘trashcan’. This is a problem The deskiness of computers has stopped them getting 65 million mainly into every corner of our lives. desk-bound information workers They aren’t there when we socialize. use Google every day. They aren’t there when we shop. Or travel. Or go to bed. And they are just not designed for the 80% of humans who don’t sit at a desk all day. Not so with the phone 6 billion other A cellphone is a very different device. people don’t. Computing has always been done at desks. But baristas don’t have desks. It’s always on. It’s always connected. And it’s always with you. It’s a paradigm shift Putting computing power into such a small device is likely to change computing out of all recognition. And our lives with it. Thirty years after the invention of the personal computer, computing is about to get intimate. Nor do teens. And no one takes a desktop computer shopping. mobile mania 3
  • 4. mobile mania: summary • The biggest thing happening at the cutting can be a very creative act. (page • For marketers, the cellphone • But it will all work only if marketers moment is not social networking. It is the 39) is important because so many shift over to better measurement of shift to computing on cellphones. (page • Will mobile data save the telecoms traditional marketing media are campaigns. (page 104) 3) industry? It depends whether the collapsing at the moment. In • Cellphone based computing should • At the time of the internet boom of the telecoms industry sheds its ‘me too’ certain cases, the cellphone may be the revolutionize medicine, as the late nineties, there were around 200 mentality and starts to think different. only marketing medium available in the cellphone becomes a nerve centre million computers connected to the (page 44) future. (page 78) for health and fitness internet. Today, there are already around • The shape of the future will come from • For packaged good marketers, the issues monitoring, for people both three and a half billion people with studying the teen society of today. It is are even greater. Many of their brands healthy and ill. (page 108) cellphones – half the population already much more networked than that were designed with big budget television • It is already merging with the credit of the planet. The cellphone of older people in their mid 20s. (page an ingredient as essential to them as card, for both near field and distance computing boom could be the 50) vegetable oil. They will continue payments, and transactions both large biggest in history. (page 6) to struggle to adjust to digital as • Sure, cloud computing will be a big part and small. For poorer people without • Unlike the last internet boom, this one of the next revolution. But will cellphones lead medium. (page 82) bank accounts, mobile is unlikely to be localized in the United become just dumb terminals? Phones • The other marketing issue is minutes are proving a States. Cellphone ownership, networks are status symbols, and there’s not much that of target audiences. Brands cannot better currency than and needs are greater in other parts of status in a dumbphone. (page 54) transition to digital mobile media whilst cash. (page 113) the world. (page 14) retaining a broad demographic target • In the last internet boom, most people lost • Mobile digital marketers • To succeed in this revolution, you’ll need most of their money. You will need a cool audience – demographics were invented in however should not dismiss TV thinking a paradigm-shifting insight. But such head to keep yours this time. (page 58) the TV era to sell airtime. (page 86) from the past. The web is going video. insights are hard to come by. • Mobile media could transform loyalty (page 116) • As search goes mobile, it should (page 23) schemes into something much more transform from its current office orientated • Above all, society should think • The successful new mobile format to something more intuitive and powerful over the next few years. (page 89) carefully about the implications of apps will be above all simple less demanding on the user. (page 68) • Mobile media may also lead to the 24/7 everyone sharing so openly to understand and easy to use. Most tech campaign – the one that is as immersive as their movements through GPS • It could perhaps combine with mobile products fail because they are neither. a video game or FarmVille (page and personal details through augmented reality to provide new (page 29) 94) social networking. Politicians ‘Terminator’ style vision, and perhaps the • New mobile innovations will be launched first leap forward in user interfaces since • Mobile phones bring information are not using the data at the into a much colder climate to that of the the graphical user interface appeared in and data to consumers as they shop. It moment because they don’t get 1990s internet boom. Cost cutting may the 1980s. (page 74) should force marketing into a new mood of digital. Beware the politician who be an important part of them. But cost openness with its end user. (page 99) does. (page 121)
  • 5. 1. is mobile such a big deal? In 1997, the internet was the biggest thing on earth. And the killer app of the internet, the gurus said, was She’s watching TV on her cellphone. He’s selling his catch using his cellphone. email. But what exploded amongst people in Asia and Europe in 1997? Not email. It was their discovery, unpromoted by mobile network operators, that they could send each other 160 character SMS texts. Unlike email, texts came without pictures. And without attachments. And unlike emails, each text cost money. But they went instantly to their family, boyfriend or girlfriend. At any time of day. Or night. In corporate fraud trials, the lawyers go for the emails. She’s checking her friends’ GPS using a cellphone. Convergence is finally happening. 6
  • 6. But in divorces, it’s the texts that contain all the intimate details. The need for always on, always connected, always there has become critical for ordinary people. What will change next? How will the way people use computers change as they start to carry powerful ones with them all the time? Probably as much as the way computers changed when they stopped being the size of rooms and started fitting on desks. When this happened in the seventies and eighties, it wasn’t just about a change in size. People started doing things that were thought uncomputery at the time. The seven-patty burger Things like writing letters and playing games. created by McDonalds And drawing pictures. Japan to launch Windows 7 may have left diners And installing screensavers and wallpapers. bloated. As computers move into phones, computing will But Windows 7 is part of change yet again. the trend towards faster, more agile computing And the new uses of the computer will feel as weird as systems. the idea of listening to a song on one did in 1980. Phones are smarter Things will also change because phones are more ‘conscious’ than desktop computers. Thanks to GPS location, accelerometers and compass functions, a modern cellphone increasingly knows where it is, and what it’s looking at. Soon, cellphones will know other things such as the temperature, and how many of your friends’ phones are close. Usage of the BBC’s mobile iPlayer app peaks at midnight. It’s under-the-covers TV. 8
  • 7. They will feel less like a tool, and more like part of your the mobile boom But isn’t social networking the bigger trend? brain. Many would argue that social networking has been the will be huge biggest computing trend of the past few years. The change is already happening number of people The shift from desktop computers to cellphones is And in many ways they are right. with cellphones already happening: today 3.5 It’s just that mobile devices are the things that make billion • More and more tweets come from mobile devices. social networking so compelling and so useful. If they had to go home to tweet, most people Social networking only exploded around the US and wouldn’t bother. Europe in 2006/7 as mobile got going. • No one would organize a party on Facebook if they In Korea, where telecoms are more advanced, social 2010 could only check Facebook at home. networking was alive and well in 2002. 1998 • People are starting to watch TV on cellphones - even Mobility is the underlying force behind social when they are at home. The phone is in their hand. networking. The remote is buried somewhere in the sofa. Is it just phones? If voice and text were all • If indeed they still have a remote, as phones can No. The broader trend is about any pocketable device people wanted, cellphones now control TVs, music systems and air conditioners. would be getting smaller. that’s always with you and always connected. But they have been getting • Ten years ago, most people did most of their writing At the start of the 2010s, all sorts of small, mobile bigger ever since 2000. It’s in word processors. Today, Japanese professors devices are appearing: clear evidence that consumers complain that students now routinely write and number of want more from their phone. networked • The Nintendo DS is now wifi-capable. submit their dissertations from cellphones. computers • The PlayStation Portable is connected too. However they communicate, consumers do it more today and more from cellphones. • Apple’s iPod Touch is a powerful wifi-connected 1.2 computer. The more expensive iPads have a 3G Cellphones have small screens. billion connection too. And small keys. • The two kilo laptop of the 1990s has become the But they are always with you, always connected, and lightweight netbook of today. always on. • That netbook’s typical eight-hour battery life and For most people, that is what number of networked built-in cellular connection make it a truly mobile matters. computers at the laptop. height of the internet boom, 1999 • Meanwhile the rapid falls in prices continue. The computing power that was state of the art in 2000 will 200 soon be in a $30 handset. million 10 mobile mania 11
  • 8. It will happen fast ‘Some analysts But it happened anyway. And the same will The speed of change can be seen from the iPhone estimate that by happen now. app store. Three billion apps have been downloaded from it since it opened in 2008. 2015, almost all This book shipped handsets This book is for any telecoms executive, Nokia, BlackBerry and other handset makers have also innovative marketer or bedroom coder opened stores. will be smart.’ dreaming of riches beyond the possibilities of The speed of change can also be seen from the rate of THE ECONOMIST avarice. sale of smartphones. It is intended to be a sober reflection on what is going At the height of the 1990s internet boom, there were on. 200 million computers in total connected to the When the irrational exuberance of the next boom In the last boom, internet. starts, reach for it. investors were valuing websites at 180 million smartphones were sold in 2009 alone. $1000 per pair of And it will be huge visitor eyeballs. Half the people on the planet carry a cellphone with Beware of similar delusions this time them all the time. round. Nearly all use them constantly. It is therefore likely that cellphones will become consumers’ main computing device of the future. There will be problems along the way top of the Of course, there are still many problems to range be solved in the mobile revolution. desktop, Programming interfaces for phones are 1999 iPhone 3GS complex and diverse. RAM 128MB 256MB It’s difficult to write apps for them. Storage 20GB 32GB And the risk of piracy is high. Processor 500Mhz 600Mhz But it was the same in the early days of the The cellphone of 2010 is more internet. powerful even than top-of- Nothing quite worked. Data speeds were perhaps the-range computers at the height of the internet boom 1000th of what they are today, and the connectors in 1999. and pipes kept breaking. 12 mobile mania 13
  • 9. 2. an unamerican revolution This one won’t be centered in the United States. Mobile signals are strong in Hanoi, Vietnam. Madurai, India: four bars, and full 2.5G data The first internet revolution happened above all in the United States. That was where the tech companies, the fast connections and the venture capital were. This time it’s different. • The projects that set out to cover entire U.S. cities like Philadelphia with wireless access have gone quiet. • Call quality isn’t as good in much of the USA as it is in Europe or Asia. Call quality can be better in India than it is in New York. The world’s largest • Most Asians and Europeans discovered texting in mobile network operator 1997. Texting only went mainstream in the U.S. in 2008. • Similarly, 2.5G data networks can work as well in the rural Third World as they do in major U.S. cities. You Transvaal, South Africa: 100% 3G But low bars in New York 14
  • 10. can be in a village on a remote Indonesian island. mobile subscriptions per 100 No cars. No infrastructure. But your BlackBerry will still population work. 100 Singapore So Germany As a result, the mobile UK revolution is not localized – Denmark it’s happening everywhere: Switzerland • The most discriminating Taiwan phone users are in Hong Norway Kong, where handsets are Australia sold unlocked, contract- France free and ready to go. United States Source: ITU 2008 Phones work on underground sections of And they’ve worked for years on Singapore’s MRT • Sending money by Vancouver’s new Canada Line metro. metro. cellphone is happening first in Kenya. Mobile minutes By most measures, the U.S. is a relatively undeveloped mobile have become a widely traded currency, and a nation. phone-based system known as M-PESA has become the payment system of choice. • Building payment card functionality into cellphones is happening in Singapore and the UK, and has been commonplace in Japan for years. • High definition voice calls are already alive and well – in Moldova. • The Obama campaign iPhone app arrived too late to impact the US election much. Cellphones were used better in South Africa’s 2009 election, where the In 2005, the Motorola RAZR ANC databased and sent picture messages to 33 was a sexy $400 phone for million cellphones. New Yorkers. By 2007, every taxi driver in Shanghai had • In Germany, Lufthansa have replaced paper tickets one. with barcodes sent to their passengers’ phones. Technology can get cheaper fast. On Hong Kong’s MTR metro, they even work under But they still don’t work on most North American the South China Sea. and European mass transit systems. 16
  • 11. • Low income isn’t a barrier because of the international reach of telecoms companies. For example, the biggest player in the Ukrainian mobile network operator market is a joint venture with Norway’s Telenor. This ensures that Ukraine, per capita GDP $3000, gets similar infrastructure to Norway, one of the most advanced cellphone countries in the world. Third World first Cellphones allow Indian Indeed, the cellphone-based internet may move faster peasant farmers to in poorer countries than in the West. negotiate a price for their livestock before they spend Put a copper telephone wire into an advanced a day taking it to market. industrial country, and fifty years later that wire will still be there. In a poorer country, that wire will have been dug up for scrap within a month. This put poorer countries at a massive disadvantage during the fixed-line internet boom. But this also means that the mobile internet is now their only internet in poorer countries. So mobile innovation there may be faster. A typical Indonesian This boom should be democratic sends over 800 texts a The cellphone-based internet boom could be the most month. democratic technological boom in history. The last internet boom was, at its peak in 1999, about two hundred million rich people. Only they could afford the kit. With mobile, it’s different. Half of the planet - three and a half billion people - has a cellphone. The average woman in Sub Saharan Africa touches her hair 37 times a day. But she checks her cellphone 82 times a day. Source: Millward Brown 2008 18
  • 12. Soon smart features will be on the $30 handsets all of them can afford. And computing power will suddenly be in the hands of most of humanity. So This should be a wake-up call to entrepreneurs everywhere. This is the boom that will pull the world out of the recession: • Projects to put laptop computers into poor communities have struggled because you need to be literate to use a computer, and 25% of humans aren’t. But people who can’t read use cellphones without problem. • Past research by the London School of Economics has shown emerging countries grow 0.7% faster because of the economic empowerment voice calls Even in a middle-income from cellphones provide. Peasant farmers use them country like Thailand, middle to get a better price for their corn; poor fishermen class youth update their use them to trade with ports. Phone-based mobile handset every six months. computing power should make emerging countries grow even faster. Phones in Japan are very advanced - but operate on a different technical standard to the rest of the world. Cellphones can be a powerful tool in elections. mobile mania 21
  • 13. 3. shape of a paradigm-shifting insight In a boom like this, the winners will be those with the paradigm-shifting insights. But where do you find such an insight? It’s the most difficult question in the world. Pioneers can’t express what’s new When the internet first appeared in 1993/4, no one could quite explain to outsiders what was so good about it: • Email let you send messages to anyone with an email address. But the only people with an email address in 1994 were scientists. So to non-scientists, email sounded completely pointless. ‘The future • The first webcam is already went live in Waterproof November 1993. here. It is just phones are big in Japan It allowed computer unevenly scientists in Cambridge, England to because they have distributed.’ a TV function. And monitor beverage levels in their Japanese like to watch department coffee pot. But WILLIAM GIBSON TV in the bath. why, wondered outsiders, mobile mania 23
  • 14. didn’t the scientists just go around the corner to check the pot? And why would anyone on which of these is an insight? another continent want to look at it? • In 1994, the funniest thing on the net was a scientific paper about exploding toaster strudels. Yes, it was funny. If you were a nerd. It’s always the same with great conceptual leaps. Before they happen, no one can see their value. Today, many senior managers ask their Even early adopters can get things wrong: staff to update their • Some companies got into email enthusiastically in Facebook for them. the early 1990s - they put a computer in the mail room next to the fax machine. • When YouTube appeared in 2005, cutting-edge teens started uploading videos they’d made. But when viewers re-pasted their videos onto other sites, the authors complained it was stealing. The concept 1. You look at the moon, and 2. You look at an eclipse and 3. You are in an elevator at of sharing, critical to the success of social media, you wonder whether it is falling you wonder why it is that the the top of a tall building and only came later. in space, just like an apple sun and the moon are exactly the cable snaps. As you fall, falls to the earth. the same size. you feel weightless, and you Commercial agendas then blur the picture wonder – at that instant is there Ever since computers were invented, marketers have any real difference between been over-optimistic about what they could be used being in a falling elevator and for: floating in space? • In 1969, marketers suggested that you put a computer in your kitchen to store your recipes on. A computer at the time cost $4000. A paper notebook cost $1 - and was less likely to lose your recipes. • In 1993, marketers encouraged people to buy a new computer so they could watch postage stamp-sized 3. Albert Einstein described 3. as ‘the luckiest thought of my life’. It led him to his General Theory of Relativity. multimedia clips on them. Hadn’t they heard of TV? sun. If it was nearer, it would appear bigger. No insight at all. 2. The sun and the moon just happen to appear the same size to us. If the moon was further from us, it wouldn’t quite cover the 1. ‘Does the moon also fall?’ was the question that Isaac Newton asked himself. It led him to his theory of gravity. 24
  • 15. She uses it to flirt. She uses it to update her Facebook. She uses it to whisper into his ‘If I’d asked the consumer what they ear at night. wanted,’ said Henry • In 1997, hardware companies toured the world trying Ford, ‘They’d have to sell companies their own web servers. Why not just She uses it to asked for a faster rent space from an ISP? horse.’ share pictures Commercial agendas can be seductive. of her life. But they can confuse the hell out of you. And ordinary people can’t help you either It is the first thing Consumers in focus groups aren’t much help either. she looks at in Before the arrival of the BlackBerry in 2003, few could the morning. see the value of having a cellular connection on their PDA. A cellular connection would make it a phone. And the last And they already had a phone. thing at night. ‘Intrusive’ said others. ‘Why would anyone want to receive emails outside their office?’ The cellphone It was the same before Nintendo launched the Wii and is not personal the DS. Few women could accept that they would ever technology. get hooked on video games. When faced with paradigm-shifting inventions, most It is the most consumers can’t see further than the end of their nose. intimate Or as Henry Ford put it in 1909, ‘If I’d asked the electronic consumer what they wanted, they would have asked device ever. for a faster horse.’ 26
  • 16. So Other people aren’t much help when it comes to searching for that crucial insight. You’re on your own: 1. Don’t expect a ‘eureka’ moment. Great new ideas feel uncomfortable rather than brilliant. 2. Work out a better way of validating your idea than just exposing it to other people. 4. so how do you come up with an 3. Spend time cleaning up your idea: quite often you’ll discover that your great idea was a mashup of idea for a mobile app? GPS directions, SMS alerts several quite good ideas and one really brilliant one. and booking by web are It’s the million dollar question at the moment. 4. Question all past assumptions. The flashback was transforming the hire car considered the worst cliché in film until Anthony business. These thoughts may help you: Zuiker revived it as the basis of storytelling within CSI. 1. Make stuff easier 5. Work out what’s fixed and what isn’t. Online clothes People don’t like complex processes. retail has been dominated by price-oriented former They type domain names into Google rather than into catalog retailers. But it doesn’t have to be that browser address bars. way. In the UK, online fashion company asos.com Not because they need to search, but because attracted fashionistas by featuring top models such Google doesn’t make you type www. and .com to get as Daisy Lowe and endorsements in Elle. you to the right place. 6. Don’t worry about lack of logic in your process. ‘First Think lazy. you make the intellectual leap,’ said Einstein. ‘Then Steve Krug’s 2005 classic 2. Think simple book ‘Don’t Make you work out how you got there.’ Me Think’ urged web In the age of desktop computing, software was often designers to make their complex. navigation clearer. But the user of mobile apps may well be drunk, or half ‘Don’t even think about asleep, or distracted. making me think’ might be a good mobile To succeed in this new era, software needs the sequel. simplicity of consumer electronics devices. 28 mobile mania 29
  • 17. 3. Cut out steps As every e-commerce analyst knows, every stage a customer has to go through to buy loses sales. Amazon’s big leap forward was one-click purchasing. Simplify your process too. 4. Don’t let ‘mobile’ confuse you People use their cellphones for voice calls at home. Don’t let the ‘mobile’ moniker make you think ‘out of home’. 5. Don’t worry about gravitas At $50 a DVD, an Xbox/PS3 game has to be pretty compelling to work. The criteria are much lower for $1 apps. In ‘Pocket God’ you manage an island of primitive people who fall into the sea and get eaten by sharks if you tilt your iPhone. It’s pretty pointless. But at $1, it’s a hit. did you miss this idea? Similarly, ‘Paper Toss’ simulates throwing a ball of paper into an office waste paper basket. Back in the 1990s, the most popular search But the most valuable insight was staring It’s not quite as immersive as Doom. But at $1, it ‘Fate rarely engine was called AltaVista. everyone in the face. One of its cool features was its ability to list And no one saw it. doesn’t have to be. calls upon us 6. Focus on the eternal links coming into your website. If the number of links coming into your Language, say evolutionary psychologists, at a moment All you had to do was type ‘link: xyz.com’ site was a good measure of your site’s into the search box and up came a list of popularity, would it not also be a good evolved so that humans in the hunter-gatherer environment of 50,000 years ago could better of our other sites that had linked to xyz.com. It was a pretty cool feature. You could see measure of other sites’ popularity? And so if you ranked sites using this evaluate each other’s suitability for mating. choosing.’ As computing becomes a more mainstream how your web page was becoming more popularity measure, would you not create a human activity this decade, it’s likely that its OPTIMUS PRIME influential, and which journalists, websites better search engine? and others had noticed it. If you’d had this insight, you might today be Lots of web-savvy people knew this, and worth over a hundred billion dollars. used it to reveal valuable insights. Because you would have invented Google. mobile mania 31
  • 18. prime use will become not spreadsheets, or databases, but flirting. 7. It’s about boy meets girl Indeed, forget all the garbage about new forms of society. People still spend most of their lives finding the right partner, relating with them and having children with them. Men haven’t changed Evolutionary psychologists tell much since Botticelli drooled over Simonetta Vespucci us that language developed five hundred years ago. in humans to aid selection for mating. Technology may facilitate human nature. But it will never change it. 8. Concentrate on the universal When Steve Jobs was thinking about launching a mobile device in 2000, his staff pushed him to launch a Personal Digital Assistant. After all, more and more people were bringing them to meetings. Jobs didn’t think most people needed a PDA. did you miss this one too? But people had been listening to music since the dawn of mankind. In the 1980s, there was an app called And no one asked the million dollar So he launched an MP3 player instead. Hypercard. question: whether Hypercard would be more 9. Focus on the human condition It was a virtual Rolodex, but one where you useful if the Hypercards around the world Most people are dissatisfied with search engines not could create clickable text links from card were connected together. because they don’t know how to search, but simply to card, allowing the reader to follow their If they had asked that question, they would because they don’t know what they want. own information trail through the stack. have invented the World Wide Web. Hypercard came free on every Mac. But virtually no one used it. mobile mania 33
  • 19. Limited shelf space means conventional ‘bricks and mortar’ stores can only stock If you can work it out for them, you SALES hit products. will become rich. Wal-Mart, for instance, only stocks the Top 100 CDs. Internet retailers like Amazon 10. Don’t worry about downturns have infinite shelf space. Google’s big growth spurt was in They can therefore sell the The availability of niche, 2001-5. ‘Long Tail’ of less popular, niche items. unpopular items creates There was a tech bust at the time, demand for them: Afro-Cuban so Google never acquired any jazz is on the rise, thanks to competitors. internet retailers. Bad economic times give good ideas a clear path. Inspiration can come from 11. Look for weaknesses anywhere. It came as a real surprise to the photographic industry ‘Isn’t it funny’ said the that no one wanted to print pictures from their digital governor of the Reserve MOST POPULAR ITEMS camera, and preferred to keep them on Flickr or Bank of Zimbabwe ‘that by Facebook instead. implementing quantitative easing, the whole world is It shouldn’t have. now copying my economic does the long tail work for app stores? Most thirtysomethings have crates of photos in their policy?’ attic that they never look at, and can’t easily share. The Long Tail has been the biggest Shelf space in the human mind is not. The problems mobile apps can solve are right in front of economic theory of the internet. your nose. In fact, most humans struggle to deal with But does it work with app stores? more than one brand for each need they 12. Look for problems have. When postal services went on strike in the 1980s, App stores have infinite shelf space, and businesses bought a fax. should be able to sell an infinite number of As a result, eBay is the only player that apps. matters in auctions; Google has most of And once they experienced fax, never went back to search. postal mail. But the number of apps in Apple’s store Spot the problem – and fix it. has now passed 100,000, and many And that’s why, in the new era of developers are struggling to sell theirs. frictionless commerce, the biggest 13. Feel the power The problem is not shelf space but economic effect has not been the Long Trucks get jammed on narrow roads because their marketing: getting the app into the Tail. drivers follow satnav instructions blindly, regardless of consumer’s mind, and keeping it there But ‘The Winner Takes All’. road conditions. long enough for them to buy it. Shelf space on the app store may be mobile mania 35 infinite.
  • 20. Expect people to follow life instructions on cellphones just as blindly. Be careful what you ask people to do – because they may well do it. 14. Don’t overburden your user Wii Sports Resort doesn’t unlock 100 pin bowling until you are good at 10 pin bowling. Grand Theft Auto 4 doesn’t unlock Manhattan until you’re familiar with Brooklyn. ‘If I have seen further, it is because I have stood on Apple didn’t let anyone customize buttons on the the shoulders of giants’, said iPhone for its first six months. Isaac Newton. Introduce complexity slowly. There’s nothing wrong with a little plagiarism. 15. Don’t overburden your partners At its launch, the iPhone was just a phone with a cool 10% of your mobile app users are also watching TV. 10% are in the dark. new touch interface. Conceptually, it was easy for mobile network operators to buy. If Apple had offered the phone to them with the iTunes and app stores from day one, the lawyers would still be negotiating the launch revenue splits today. Again, introduce complexity slowly. 16. Solve big problems Google solves big problems – like the need for a global visual street map - using solutions with scale. Solutions with scale can make you impossible to copy. In India, apps like Nokia’s 17. Think retro Life Tools provide peasant Home dressmaking was dying in the 1990s. farmers with agricultural information and prices. 10% are half asleep. And 10% are drunk. 36
  • 21. Then BurdaStyle.com started offering downloadable dress patterns. Alongside this, they created a home dressmaking community, allowing women to share pictures of dresses they’d made online. Home dressmaking is now on the up again. The ability of cellphones If an idea once fulfilled a need, it could do so again. to create flashmobs needs 18. Recognise the new state of news further exploitation. In the past, the big news stories were things like the fall of the Berlin Wall. 5. the digital downwave Today, celebrity news is big - when Keisha Buchanan In 1997 the bookshop owners of the world quaked at left the Sugababes in 2009, the tweets went on for the arrival of a new competitor. months. The new competitor offered a hundred times more So if you’re designing an information app, think hard books than they did, much lower prices and free what information really matters to people. delivery to their customers’ homes. 19. Don’t assume previous generations knew more Furthermore, it could find any book within a second. The Guns’n’Roses rock classic ‘Sweet Child o’ Mine’ Did it cause a crisis in bookshops? ends with the repeated lyric ‘Where do we go now?’ Did the new competitor trigger a crisis in bookshops? Not because the group wanted to express existential Oddly it triggered very little reaction at all: angst. But because they didn’t know how to finish the song. ‘Do or do • Some bookshops installed sofas. And so not. There • A few others put in coffee shops. • The rest did nothing. And so it always is with the web. is no ‘try’.’ The result? The insights are sitting in front of you. YODA The result was that a few bookshops suffered. People pass them every day. But most were unaffected. But only one person in a million can see them. The bookshops grew. 38 mobile mania 39
  • 22. The new competitor – Amazon.com – grew. It was the weirdest industrial revolution in history. Why? In hindsight, we can see why. The internet boom happened at the same time as the credit bubble. Consumer incomes were growing by four percent a year. This decade, the image And house prices were rising too. of the internet as a fun, shiny, positive force with no Internet-based businesses could grow. downside may disappear. Traditional businesses could survive. And no one had to lose their job. An odd revolution This isn’t how it normally is in technological revolutions. Previous ones have been about the destruction of the old as much as they have been about the creation of cut costs the low cost airline way the new: • As the Industrial Revolution swept Britain in the Digital entrepreneurs should study the masters of • Then the low cost airlines sold click-thru ads on 1820s, automatic weaving looms put handweavers digital cost cutting, the low cost airlines: their websites to hotels and car hire companies. Empty space on their websites became a big out of work on a massive scale. The unemployed • Low cost airlines cut travel agents out of the profit center. handweavers broke into mills, smashed up the new booking process, and sent their customers to the web, saving 12% of the cost of a flight. • Then they flexed their muscles: they established machines, and rioted. • They then made their customers print tickets out that they could move their flights from airport to • Later the same decade, the railroads arrived. And themselves, thus cutting out check-in staff. airport on a whim. the canal industry went out of business. Past industrial • By refusing to transfer bags from flight to flight, • As a result, the tables turned. Low cost airlines changes have shaken • The railroads then made it much easier to move up lives. low cost airlines then cut costs further. But this stopped paying airports to land. And regional governments started paying them to fly tourists in. goods across the US and Europe. So the price of also allowed them to claim fewer lost bags than Expect this one to do goods fell. And falling prices brought decades of so too. full-fare airlines. • By the early 2000s, low cost airlines had captured the entire marketing budget of some tourist deflation. • Then, by flying to secondary, less congested airports they cut costs further, but also became boards. Why spend money on marketing when the most punctual airlines in the world. government will do it for you? • Secondary airports meant they could also Digital innovation involves cost cutting. promise to get leisure travelers to beautiful But cost cutting can be a very creative process. countryside faster. mobile mania 41
  • 23. Now in 2010 The credit bubble is now over, and digital businesses are now growing at the expense of old ones. So watch out: • In the nineties, no one carried computing power with them as they went shopping. So the new low prices on the internet never quite met the higher prices on Main Street. Today, phones are becoming able to read barcodes and compare prices as you shop. Expect the full power of internet pricing to be unleashed in the 2010s. • Book publishers thought that they had been spared the downside of the internet, as pirates focused on music and film rather than books. But publishers depended on the book sections of newspapers to promote their titles. And in 2009, cash-strapped U.S. newspapers all dropped their book sections. • Some computer game designers are shocked by Unemployment in the United how the bottom is falling out of their world as $1 apps States is now 10%. The wolf is on cellphones become the standard way to play at the consumer’s door. games. No one is safe. So Perhaps the best advice this time round is, no matter how innovative your idea, cost cutting is going to be a key element of it. • Don’t dismiss cost cutting as being unsexy. If you can cut costs enough, you create new markets. • Imagine the power of bringing services that were once the exclusive right of rich people within the reach of the average human being. You could Deflation means people may be shopping in Tokyo. But they’re not buying. change the world. mobile mania 43
  • 24. • In the nineties, mobile network operators left ringtones to third parties like Jamba’s Crazy Frog. • Others made the money in personalized phone covers too, and in wallpapers and screensavers. Here are some principles mobile network operators should consider this time round: 6. will mobile data save the telecoms 1. Don’t fight the consumer In the early nineties, mobile service providers hid the industry? text functionality of their phones from consumers, arguing that every text sent was one fewer phone call made. Cellphones were a deadzone in the West in the mid They refused to accept that texting filled a separate 2000s. need for discreet, non-synchronous communication. People weren’t making any more calls. When consumers in Europe and Asia discovered They weren’t sending any more texts. texting for themselves in 1996/8, it didn’t kill voice And regulators were squeezing the price of everything. calls. Almost overnight, mobile network operators, But it did grow into mobile service providers’ the darlings of 1990s business, had become a number two revenue stream. smokestack industry. 2. Own the address book Then The cellphone’s address book app In 2006, most people thought mobile data ‘The $116 billion is little changed since 1990. was a no-hoper. Which is a shame. Then in 2007 came the iPhone. business of selling An address book with automatic The first iPhone users used forty times as cell phone calls remote back-up could have kept much data as anyone else. in the U.S. faces users loyal after number portability arrived. Even before the app store arrived. Today, mobile network operators stand at the center of a long, ugly What other improvements could be the mobile data boom. decline.’ made? But they have lost control of markets in the past, and • The ideal address book would allow FORBES, NOVEMBER 2009 they could do so again: Now 99p at you to share phone and email details with new Tesco. friends just by clicking ‘accept’. 44 mobile mania 45
  • 25. • It would then update your details on their phones customers working out what a bad deal they automatically. are getting now that they make most of their • It would also allow you to share pictures with them. calls from their cellphone. Mobile network operators and handset manufacturers This confusion marketing mentality has seeped are working on this. over into mobile telecoms, as regulators It could provide real added value to their phones. squeeze. But if they had done this ten years ago, they could Confuse your customers, and you’ll eventually have avoided the slide into being a commodity lose them. business, and created loyal, premium customers. 6. Don’t copy Still troubled by the They might also have invented Facebook. recession? Read pubs. Most telecoms companies have excellent wunderman.com/aaagh.pdf SIM-enabled photoframes competitor information. 3. Work out the billing Most app stores are struggling because of complex from Softbank allow But they use this information to copy each other. young urban Japanese to billing procedures. update their parents in the If one telecoms company launches a netbook with a Mobile network operators already have a gold-plated countryside with photos from built-in simcard, they all launch a netbook with a built-in billing relationship with their subscribers. their phones automatically. simcard. The future is less and less Companies that do exactly the same thing end up Single-click billing needs to happen now. about voice-centric devices. competing on price. 4. Don’t think commodity Profits start through differentiation. Because telecoms is full of metrics like Average Revenue Per User, most telecoms execs have ended 7. In fact, think different up believing that they work in a numbers driven, Mobile network operators rarely think beyond voice commodity industry. and text. Not so. But cellphones had other uses, even before data. In their growth phase in the 1990s, mobile telecoms In Japan, over sixty percent of men use their phone as were about raw human emotion, personal relationships, an alarm clock. Axe Japan served their phone up a and a positive future for mankind. new alarm-clock babe every morning. The mobile telecoms industry has always done better In other countries, Axe used cellphones’ ability to emit when it has been inspired by the future. a high pitched whistle to turn them into fake scanners for body piercings. 5. Don’t make things complicated Some fixed line telecoms operators have employed There’s a lot more value even to basic cellphones than confusion marketing for decades, to prevent their just voice and text. 46 mobile mania 47
  • 26. apps are great, but the basics of the 8. Get a vision In 1980, Microsoft set out its mission to ‘place a handset still need fixing: computer on every desk, and a computer in every home.’ It was a sharp commercial vision. And one that has driven the company for three The weird The difficult-to-change decades. navigation system, four rings to voicemail. Computers are now moving into cellphones. designed by If the phone’s at engineers for other the bottom of your So mobile telecoms now needs such a mission. engineers. handbag, you need at Will anyone find it? least eight. Most mobile telecoms companies are publicly traded. And the next quarter’s results play a huge role within The button that their decision-making. sends your call to Defining a mission will need a longer horizon than three voicemail as you The software upgrade pull the phone out that takes 36 steps to months. of your pocket. install. The button with the funny ‘Confusion’ mode. symbol that stops the phone working. The lack of one- The multiple SIM click remote problem: many travelers backup. around China carry a separate SIM for each city they visit. The complex calling plan. The lost charger you 99% of phone users don’t can’t replace. understand their calling plan. mobile mania 49
  • 27. 7. the society of tomorrow is the teen society of today If you’re a cool fourteen year old girl, the book you’re reading at the moment is likely to be about young women having relationships with vampires. It’s a hot publishing genre known as ‘Fang Bang Lit’. 20 And for you, the biggest thing of 2009 was the second are tweets too banal? Adults Twilight spin-off film, ‘New Moon’. Teens Much of the publicity for New Moon was online. Journalists moan that most tweets contain remarked that they first opened their And it was very effective: banal information. newspapers at the cartoon strips. • Tweets about New Moon peaked at about 80,000 And they are right. Today, via Twitter, the thrill is that you can find per hour. But people have always been interested in out what Miley Cyrus is thinking as she thinks • Live Ustream webcasts were picking up 3 million live banal information - if it’s about a celebrity, or it. viewers. someone they have a crush on. Or Alyssa Milano. • YouTube trailers were picking up 24 million views. texts social And it’s always been like that. Or the Jonas Brothers. per interactions During Beatlemania in the 1960s, the media And all without the intervention of PRs. (Or so The marketing was viral. day per day focus was not on the Beatles’ mystical beliefs it would seem.) But the effect was mass. Estimates based on Ruiz/Lehane – that came later. People are more interested in the personal It was what brand of toothpaste they used. than in the public. This is important To see the behaviors of the Watching teens is important because the teens of future, study teens. When Allied generals were planning the And always have been. Normandy invasion in 1944, their aides 50
  • 28. today are the adults of tomorrow. And the teen habits Expect this to make people more narrow-minded in today are the all-adult habits of tomorrow. the 2010s. • Boy gamers of the eighties are now middle-aged 9. There will be no privacy, and no one will care. gamers. 10. Well not quite. As one teen put it to our researchers: • Those who rebelled in blue jeans in the sixties are now ‘My rule #1 is no cameraphones in the bedroom. retiring in blue jeans. My friend Babsie forgot. By the time she came to So, from our observations of teens, it’s clear that in the school the next day, she was ‘BJ’ Babsie.’ future: Over the next decade, urban society may redevelop 1. Everyone will be socially networked. Because characteristics of the tribal environment where mankind otherwise they’ll never get invited to anything. lived in the prehistoric era. Websites about kittens 2. No one will ever lose touch with anyone. get more hits than those Where there was no privacy. 3. Social networks will be valued for the security they of major corporations. And everyone knew who you were sleeping with. offer. You don’t want to date a psycho. Psychos And what you thought and did. don’t have many friends on Facebook. 4. Celebrity culture will grow and grow. The internet allowed people further into celebrities’ lives than typical number of ever before. The mobile internet allows them to friends in online social follow those lives 24/7. networks 5. It will be normal to let other people monitor where 600 you are through GPS. If your signal switches off, your teens friends will think you have been kidnapped. And your boy/girlfriend will know you are up to no good. 6. Linking the cellphone to the cloud will be important. 300 Lose your cell and you lose your life. 7. You don’t pay for air. Why pay for music and film? 8. Analog TV constantly exposed viewers to adults new thoughts – people only watched nature documentaries because there was nothing else on. Estimates based on Ruiz/Lehane Today, there’s much more choice, so sports fans Adults, particularly those only look at sports, and geeks just look at tech sites. aged 30+, just aren’t sociable. 52 mobile mania 53
  • 29. 8. welcome to the cloud Lars sits in a bar and listens to music. The music is coming from Spotify. From the cloud. Wei lies in bed listening to Nokia’s Comes with Music. It too comes from the cloud. Anna loses her iPhone. But she doesn’t worry about her addresses and datebook, because they are safe. Backed up in the cloud. When she gets home, the cloud tells her where her Cloud photo storage iPhone is. The cloud shows her on Google Maps that it’s on sites like Flickr still at her boyfriend’s house. and Picasa is rapidly replacing the family Vodafone 360. photo album. Spotify. Comes with Music. MobileMe. The era of cloud computing is upon us. CLOUDS OVER THE CAPE OF GOOD HOPE. Here are the issues involved: Is it mine? Don’t assume that just because customers are storing their data in the cloud that we are entering a new era of cloud communism. People still need to feel and 54