3. Mobile Phone: the 3rd Screen
rd Screen
3
nd Screen
2
st Screen
1
3.0 Billion Users
1.0 Billion Users
1.5 Billion Users
3
4. We Are Living & Doing Business in the Ear of Mobile App
Personalized Life
Portal
ities
Personal Multimedia & Entertainment
Centre
Ct
nctionali
Mobile internet
Basic
GPS
Communication
Penetration of fun
Mobile TV
bl
Tool
Storage
MP3/MP4 Bluetooth
Camera Game
Color screen
SMS
Voice
P
………………………………………………………………………….…….
1996 2008 2012 2015
Device convergence & upgrading 4
7. China’s Mobile Internet Users Is Surging
China Mobile Internet User Base Mobile Internet User % of Internet User
400 80% 75% 75%
In million users 360
69%
70%
310
57%
300 60%
235 50% 44%
40%
200 34%
155
28%
30%
92
20%
100
47
31 10%
0%
0
2005 2006 2007 2008 2009e 2010e 2011e
2005 2006 2007 2008 2009e 2010e 2011e
Source: CNNIC, 2009 Source: CNNIC, 2009
7
9. Devices are Diversified
In China, there are:
• >150 phone brands, EXcluding white‐labels
Around 6,000 devices are selling in the market place
•
And there are > 200 new devices every month coming up
And there are > 200 new devices every month coming up
•
> 20 million units sold to end user every month
•
Functionalities mix also are dizzy:
•
OS, memory, Java, GPS, music / video playback, touch
OS J GPS i / id l b kt h
screen, sensors, etc…
9
10. Screen Sizes Are Diversified
3.7
3.0 3.2 3.5
2.6 2.8
2.2 2.4
2.1
1.8 2.0
1.7
1.6
1.5
China Mobile Phone Sales Breakdown by Screen Size (percent)
China Mobile Phone Sales Breakdown by Screen Size (percent)
2.0‐2.2', 29
2.4', 17
1.8', 15
2.5‐2.6', 6
1.6', 2
2.8 , 6
2 8' 6
3.0‐3.5', 4
1.5', 20 >3.5', 3
Source: thinkbank mobile phone retail audit, 2009
10
12. Operating System Are Diversified
China Smart Phone Market Sales Volume Breakdown by OS: February’ 09
(percent)
Symbian, 73
Symbian 73
( Symbian
6.0, 7.0, 8.0, 8.1, 8.2, 9.0, 9.1, 9.2, 9.3
60 70 80 81 82 90 91 92 93
, 2nd, 3rd, 5th, UIQ……)
Open
Mobile
Others 3
Others, 3 System
iPhone, 2
Windows
Linux, 9 (Classic / Standard / Professional)
Mobile, 13
M bil 13
Source: thinkbank mobile phone retail audit, 2009 12
13. Content Are Diversified
Users do NOT only want what they already have on
•
internet, music, video, games, sports, navigation, photo
sharing, searching, shopping, chatting, banking, etc… but also want what has NOT yet been
sharing, searching, shopping, chatting, banking, etc… but also want what has NOT yet been
provided on the internet!
13
15. Usage Context Are Diversified
+ = Usage
Context
Users would like to play with mobile apps Even when they are using
Even when they are using
Anytime & Anywhere: rest rooms… ^_^
Waiting for
Home
boyfriends / girl
y g
on the way home
y
friends
On the way office
Waiting in a queue
Office
On bus / subway /
Coffee bar
After launch
After launch
Etc. ……
Et
Before go to bed
Etc…… 15
16. Users Are Fragmented, User Needs Are Diversified
• User segments are just like magic cubes that
consists of pieces of mini‐cubes, every cube is
unique.
•U
Users have different age, gender, educational
h diff t d d ti l
background, income, jobs, value &
lifestyle, personality, etc…
• Users are Fragmented, hence, users needs
are Diversified.
are Diversified.
16
18. Challenge
TIAO ZHAN
挑战
Evidently, It’s Very Challenging to Deliver Ultimate UX on Diversified
E id tl It’ V Ch ll i t D li Ulti t UX Di ifi d
Devices to Fragmented End Users in Various User Contexts! 18
25. Step 5: Optimize UX
1. Refine the overall application concept.
Refine the overall application concept.
2. Simplify the human machine interaction.
3. Improve user interface.
3I i f
4. Contextual test.
25
33. Top 10 Tips from User Focus Groups (7/10)
Any Scenario
Users are going to use your app in Any Scenario you
never imagined.
At home On their way In offices Coffee bars Even…
33
36. Top 10 Tips from User Focus Groups (10/10)
Last, we are design for Small Display Devices
Design for devices like this
Design for devices like this NOT Devices like this
Devices like this
VS
36
37. Thank you. :‐)
Th k )
胡洋
Joe@thinkbankchina.com
MSN: joe@sino‐mr.com
MSN: joe@sino mr com
37