A review of the latest Mobile User Experience Manifesto (MEX Manifesto) 2010

1. MEX 2010 Some thoughts on the Manifesto garrett johnston an irishman in russia

2. Manifestos A manifesto is a public declaration of principles and intentions , often political in nature. Manifestos relating to religious belief are generally referred to as a creed . Manifestos may also be life stance -related

3. What is “mobile” – don’t we really mean “personal”? + some other issues Will or Should? (manifesto value add) Mission or conviction? Tail or dog? Means or end?

4. Communications as a detonator Mobile communications 2% of consumer spending Value for operator/customer The other 98% of consumer spending Everything but communications Many contexts. Not just calls! Many devices. Not just phones! Many segments. Not just prepaid and postpaid! Many, many applications. Not just music and video!

5. The 98% is the shaded area. Someday, it will all be apps

6. Soon there will be millions of apps. Ultimately, every brand, acitivity and person will need one.

7. Then the m2m apps come

8. Customer centricity – the historical lesson world 1500 world 1700

9. Customer centricity – the operator future world 20 00 world 2015

10. Let’s talk about desire

11. The “multi platform experience” is unlikely to pass the “desire” giggle test

12. Silicon Valley has forgotten the user in its “ecosystems”

13. Not everyone is into platforms and nodes

14. But a focus on what and why, rather than how, is what interests the user. For the same reason, car drivers no longer require mechanical skills. Similarly BMW talks about joy, rather than the ultimate driving machine. Being defined by why and what, rather than how, promises greater longevity and relevance

15. “ Mobile” reminds one of “horseless carriage” – form before function

16. The long and wide tail of the segment and segments of one customer

17. Increasingly sophisticated recommendation algorithms

18. This will upset many antediluvian industrial segmentation methodologies

19. What’s the difference between the segment and the segments of one customer

20. The “subatomic” need profile heterogeneity could be colorful

21. Even unsexy

22. Say goodbye to stage fright

23. Potentially also to bad mechanics (surgeons?)

24. And blind dates

25. The ideal user interface?

26. The ideal user interface?

27. Источник – Telco 2.0 Managing the user experience will be an enormous challenge

28. O2 have at least adopted a user centric stance

29. Exactly the same lack of user centricity explains why many companies focus on product revenue rather than customer profitability (both ways) Source: Peppers & Rogers Group Most valuable customers Most growable customers Marginal Unprofitable KEEP GROW share of customer Maximize profit, minimize cost Divest Media E-channels Direct mail Telemarketer In-person service reps Dedicated service reps Customer value

30. Smart pipe

31. Smart pipe

32. Smart pipe Дорожные знаки на польском, г. Дублин, Ирландия Правительство извиняется перед водителями за задержки, связанные с дорожными работами

33. Dumb versus smart pipe

34. Police user experience stakeholder management – Russia versus UK

35. The user experience stakes get higher each year

37. “ The industry” will shortly be “all industries” but the point is valid. Are we not replacing one thought silo with another?

38. The operators are too complacent to promote these actively

39. There are really cool voice things happening in voice, but in spite of rather than because of the operators

40. The real deal is multi-sense - - - - Avoidance of risk at construction sites (an alarm sounds if special equipment is handled by anyone other than supervisors - Alert and contact record at medical, long-term care, and childcare facilities. -

41. - - - -

43. Agree, best would be to have no visible interfaces at all. Again, ends versus means. Also beauty is highly subjective

46. We need Gbit/s and Tbit/s home and office broadband, but easier said than done. Also O/S and H/W latencies create bottlenecks. Finally, c creates hard upper limit

47. Cause and (desired) effect – some scope for rethinking

48. Needs and wants, surely, rather than data per se

49. Agreed, but this will depend on many industries working together

50. What’s a mobile device? (OK, which benefits from pervasive connectivity and/or ubiquitous computation)

51. What’s a mobile device? (OK, which benefits from pervasive connectivity and/or ubiquitous computation)

52. What if we didn’t need to touch (e.g. look don’t touch)

53. But you could enjoy a stroll in the park without any hardware contact

54. But with other technology crossovers it gets much stronger

55. Indisputably direct methods of communicating what and when is wanted, bridging spatial and social distances, somewhat predate the internet

56. In certain cases, smaller screens might be preferable

57. Examples of content

58. Biometric session analytics would be good too

59. Allow for as opposed to anticipate. Single point of focus would be one experience/SLA across various platforms

60. Agreed, but how does it change the world?

61. Only when you replace “mobile” with “personal” and “advertising” with “entire value chain”, and inspire with co-creation