Det mobile univers Lidt baggrundsforståelse for mobiltelefonen i en cross media kontekst TVM0913, oktober 2012

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1 Det mobile univers Lidt baggrundsforståelse for mobiltelefonen i en cross media kontekst TVM0913, oktober 2012

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6 Mobil framework 6

7 Keitai - something you carry with you 7

8 personal pedestrian portable 8

9 personal mobil merværdi pedestrian portable 9

10 8. Augmented reality - onsite 10

11 PC/laptop 30 min. opgave planlagt sidder skaber koncentreret Mobiltelefon 30 sec. opgave Ikke- planlagt står/går konsumere mulrtasker stor skærm tastetur + mus Tomi T. Ahonen: Mobile as the 7th mass media lilles kærm keypad + touch screen sms 11

12 Den mobile plasorm Interpersonel to- vejs kommunikaron DistribuRonsplaSorm ProdukRonsværktøj InterakRon - mediator 12

13 Det mobile medielandskab mobil internet og wifi tale (voice) sms/mms (push/pull) logo/ringetoner musik (streaming/download) video/tv (streaming/download) games radio/tv broadcast mobile tags (qr s) services/programmer/applikaroner rss widgets (pull) Instant messaging (IM) - chat sociale netværk mobile publishing mobile adverrsing geo- social augmented reality onsite 13

14 Den 4. skærm Den 5. skærm 14

15 Udviklingsfaser i en dansk kontekst basic voice og sms mobilportaler, web/wap smartphone/apps fase 1: sms, sms baserede tjenester, enkelte preinstallerede programmer, små spil og ringetoner, musik mv + wap (96/97 og frem) fase 2: mobile internet (fra wap og frem) mobil portaler (2003 og frem fase 3: Iphone, apps og smartphone æra + tablets (2007 og frem)

16 Det mobile marked Det gamle marked og de gamle aktørere

17 Det nye marked og de nye aktører Google Apple Microso` Amazon

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22 Kilde: hbp:// 22

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24 sofaen WC og badeværelse Som passager På arbejde I sengen VenteRd

25 klare tendenser Mobilt internet/wifi hasrghed/dækning netværk Smartphones ApplikaRoner User create content IntegraRon med sociale netværk og geo social QR 25

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27 hbp://youtu.be/njvoysbym88 Qr - barcodes

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29 narve app vs web app valg af udviklingsmiljøer og distriburon Na<ve apps ObjecRve- C (IOS) / java (Android) Adgang Rl hardware (kamera, gps, accelorameter mv ) HurRgere ResponsRd (UI) offline DistribuRon app stores Web apps html5 plasorms ualængig (ikke helt) video og gps, kamera (android)? online url

30 Na#ve apps, which are coded with a specific programming language (Objec9veC for ios, Java for Android). These mobile applica9ons are fast, reliable, and powerful but are 9ed to a mobile placorm. That means you must duplicate them using the appropriate programming language in order to target another mobile placorm. Nearly all games are na9ve apps. Hybrid apps, which rely on development frameworks like Sencha, PhoneGap, Titanium, Rhomobile, Par9cleCode, Corona, Mosync, Worklight, BkRender These mobile apps offer a very interes9ng compromise because they ensure cross- placorm compa9bility and can access the phone s hardware (camera, GPS, user s contacts). IGN s mobile social network Dominate is just such a hybrid app. Dedicated web app, which is a mobile web site tailored to a specific placorm or form factor, like the LinkedIn web app which was designed for Android and ios, but not for other smartphones or feature phones. Generic mobile app, which are mobile web sites designed to match every web- enabled phone, like the Wikipedia mobile page. Kilde: hbp:// 30

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32 In any case, what you should remember is that mobile is not only about choosing between web and na9ve apps. It requires a more sophis9cated approach. Here s my advice to help you define an effec9ve mobile strategy: Build an API infrastructure to allow easy and reliable access to your content and services (APIs Drive the New Touch.Salesforce.com PlaCorm) If you decide to use na9ve apps, hire or train an internal team on major mobile placorms technologies (ios, Android) and use sub- contractors for minor mobile placorms (RIM) Don t try to replicate your en9re web site. Rethink your offer on a local level and focus on what brings most value in a mobile context And last but not least, bear in mind that this is a very unstable market. Everything can change within months. So don t think about delivering the most advanced mobile app. Instead, focus on acquiring understanding of your users expecta9ons and behavior. Kilde: hbp:// 32

33 Social tv

34 hbp://techcrunch.com/2012/10/07/twiber- dominates- live- tv- because- social- tv- is- failing/

35 Great mobile apps act like push- bubon remote controls for real life. Two important elements of a remote control are that the user only needs to push a bubon to make something happen and that the user can easily and fully use the device with just one hand. Instagram enables you to create and share a beaurful photo...just by pushing a bubon. GrubHub enables you to order dinner and have it show up at your door...just by pushing a bubon. Uber enables you to have a car come pick you up and take you anywhere you want to go...just by pushing a bubon. When an app enables a user to push a bubon and make something amazing happen in the world, and when that app is designed well enough to let the user create that magic with just one hand, then something really interesrng is going on.

36 hvordan udvikler vi indhold og tjenester? mobil mervædi 36

37 personal mobil merværdi pedestrian portable 37

38 nybeværdi oplevelse relevans 38

39 Kontekst og kontekst 39

40 Kontekts handler om, at vi gennem mobilt indhold skaber eller udvider forståelsen for den aktuelle kontekst, vi rent fysisk og mentalt befinder os i. It enhance my experience and awareness of my surroundings in a significant way......this informaron is providing me context or beber understanding of what this moment in Rme means to me. Context enable us to beber understand a person, a place, a thing, a situaron or even an idea by adding informaron to it (O Reilly: Mobile design and development) 40

41 Kontekst er på den anden side den ramme vores aktuelle placering eller Rlstedeværelse giver for recepronen brugen af mobil + indhold - brugssituaronen Barrierer som muligheder for recepron. SituaRonen Den kan være rammer af fysisk karakter, privat eller offentlig. Men også mere mentalt: hvilken stemning, sence of mood / presence of mind jeg er i som modtager. Hvad er mine forventninger Rl det indhold jeg skal modtage? 41

42 det hele versus unik mobil 42

43 browser/web versus applikaroner 43

44 service versus oplevelser 44

45 myndighed versus personlig 45

46 modtager versus afsender Hvem? 46

47 CreaRng Magic The 6 M s 47

48 The 6 M s Movement Money Moment Machine MulR- user Me 48

49 geografi Bryde den fysiske ramme /rum 49

50 geografi Bryde den fysiske ramme /rum Rd Udvide Rdsbegrebet 50

51 geografi Bryde den fysiske ramme /rum Rd Udvide Rdsbegrebet personlig Udtrykke mig selv 51

52 geografi Bryde den fysiske ramme /rum Rd Udvide Rdsbegrebet personlig Udtrykke mig selv social Udvide mine forbindelser Rl venner 52

53 geografi Bryde den fysiske ramme /rum Rd Udvide Rdsbegrebet personlig Udtrykke mig selv social Udvide mine forbindelser Rl venner forretning Forøge mit forbrug/købe 53

54 geografi Bryde den fysiske ramme /rum Rd Udvide Rdsbegrebet personlig Udtrykke mig selv social Udvide mine forbindelser Rl venner forretning Forøge mit forbrug/købe mediator Muliggør automarsering /kontakt 54

55 mediator geo 5 4,5 4 3,5 3 2,5 2 1,5 1 0,5 0 Rd Serie1 forretning personlig social 55

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57 mediator geo 5 4,5 4 3,5 3 2,5 2 1,5 1 0,5 0 Rd Serie1 forretning personlig social 57

58 mediator 5 geo Rd 0 Serie1 forretning personlig social 58

59 Community: Glue & viral Ekstra Values /business The Thing

60 twiber.com/poes mobile.tvmkanal.dk delicious.com/peterpeter/mobile