Mobiltelefonen som del af cross media koncept mobil merværdi
Great mobile apps act like push- bu9on remote controls for real life. Two important elements of a remote control are that the user only needs to push a bu9on 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 beauaful photo...just by pushing a bu9on. GrubHub enables you to order dinner and have it show up at your door...just by pushing a bu9on. Uber enables you to have a car come pick you up and take you anywhere you want to go...just by pushing a bu9on. When an app enables a user to push a bu9on 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 interesang is going on. cross media @poes 2
Mobil merværdi
personal pedestrian portable
personal mobil merværdi pedestrian portable
8. Augmented reality - onsite
Desktop versus mobil PC/laptop 30 min. opgave planlagt sidder skaber koncentreret Mobiltelefon 30 sec. opgave Ikke- planlagt står/går konsumere mulatasker stor skærm tastetur + mus email Tomi T. Ahonen: Mobile as the 7th mass media lilles kærm keypad + touch screen sms
Den mobile plarorm Interpersonel to- vejs kommunikaaon DistribuAonsplaRorm ProdukAonsværktøj InterakAon - mediator cross media @poes 8
Den 4. skærm Den 5. skærm Second screen social TV cross media @poes 9
Det nye marked og de nye aktører Google Apple Microso] Amazon Google play Windows store
h9p://www.flurry.com/bid/99013/the- History- of- App- Pricing- And- Why- Most- Apps- Are- Free#.VEQFCIusWQc cross media @poes 11
h9p://www.flurry.com/bid/109749/apps- Solidify- Leadership- Six- Years- into- the- Mobile- RevoluAon#.VEQGUousWQc
Time spent daily on screens in USA (2014) www.millwardbrown.com/adreacaon/2014/#/main- content
sofaen WC og badeværelse Som passager På arbejde I sengen VenteAd
Second screen Social tv The Backchannel cross media @poes 15
Founder and CEO of Zeebox Anthony Rose: five key factors that consumers need in a second screen app: 1. Discovery. People need help finding and choosing what to watch on TV plus, the ability for the app to work as a remote to control the TV. 2. InformaAon. Supplementary content for whatever is on TV; i.e., character background stories, behind- the- scenes photos; IMDB info. 3. ParAcipaAon. This is a li9le forward- thinking, but something game shows like American Idol are starang to do, wherein viewers can vote or in some way interact directly with what s happening on the air (Choose Your Own Adventure for TV, essenaally). 4. Shopping. This element would allow you to buy something you see on TV; if a commercial is adverasing a new couch and you want that couch you can automaacally hit a bu9on to buy that couch. The realizaaon of fricaonless shopping. 5. And last but not least Social. Consumers need to be able to connect and share with friends during and about TV shows. cross media @poes 16
h9p://techcrunch.com/2012/10/07/twi9er- dominates- live- tv- because- social- tv- is- failing/ cross media @poes 17
Fra social apps Al second screen Twi9er, Facebook Instagram (eksisterende ikke tv re9ede sociale plarorme) Apps der på tværs af sociale plarorme og tv kanaler aggregerer social feeds/streams (backchannel) målre9et en tv seening/ second screen. TV guide + social feed mere eller mindre community fokuseret: zeebox, getglue, miso, viggle i.like mfl Kanal bårne apps (på tværs af programmer, eller mere program/genre specifik) DR/TV2, kanal 4 / 5 nyheder, sport, vejr mv + programguides Program og format bundne apps. Kny9er sig entydigt Al et enkelt format/program. Mere end social, afstemning, add- ons, shopping mv. Bundet/ejer af kanal/program (,ZuluBFF,Penge på spil, xfaktor, big brother mfl.) Brand relaterede apps. Genre program relaterede, enkeltstående apps, men uatængig af udbyder og brand Få eksempler Superpac se senere cross media @poes 18
Læs mere på Superpacapp + about cross media @poes 19
KontakRlader Al TV Billedgenkendelse aktuelt igennem qr koder. Lydgenkendelse: Fingerprint (Shazam) baserer sig på en typisk lydgenkendelse af lydbid fra program eller anden kilde,som via kontakt Al database kan idenaficere konkret program, og hvor i programmer vi konkret befinder os, og derfra skabe forbindelse Al og sende indhold Al mobiltelefonen. Watermark baserer sig omvendt på, som navnet siger, at der i programsignal indlejres et digitalt vandmærk som (igen typisk gennem lyd) kan idenaficere program og skabe forbindelse Al mobiltelefonen. Denne teknik fordre ikke at transakaon sker gennem central database, men alene en kommunikaaon mellem specifik program og specifik app Alkny9et program. cross media @poes 20
hvordan udvikler vi indhold og tjenester - ikke kun 2 nd. screen? mobil mervædi
personal mobil merværdi pedestrian portable cross media @poes 22
Strategier for mobile løsninger og indhold 1 det hele (Google like) + responsive webdesign 2 det Alpassede (mobil portaler, light versioner) 3 det unikke (Apps)
ny9eværdi oplevelse relevans cross media @poes 24
Kontekst og kontekst
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 informaaon is providing me context or be9er understanding of what this moment in Ame means to me. Context enable us to be9er understand a person, a place, a thing, a situaaon or even an idea by adding informaaon to it (O Reilly: Mobile design and development) cross media @poes 26
Kontekst er på den anden side den ramme vores aktuelle placering eller Alstedeværelse giver for recepaonen brugen af mobil + indhold - brugssituaaonen q Barrierer som muligheder for recepaon. q SituaAonen 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. q Hvad er mine forventninger Al det indhold jeg skal modtage? cross media @poes 27
det hele versus unik mobil
browser/web versus applikaaoner
service versus oplevelser
myndighed versus personlig
modtager versus afsender Hvem?
CreaAng Magic The 6 M s Movement Money Moment Machine MulA- user Me
geografi Bryde den fysiske ramme /rum Ad Udvide Adsbegrebet personlig Udtrykke mig selv social Udvide mine forbindelser Al venner forretning Forøge mit forbrug/købe mediator Muliggør automaasering /kontakt
mediator geo 5 4 3 2 1 Ad 0 Serie1 forretning personlig social geo Ad personlig social forretning mediator 5 4 3 2 1 0 cross media @poes 35
mediator geo 5 4 3 2 Ad 1 0 Serie1 forretning personlig cross media @poes social 36
mediator 5 geo 4 3 2 1 Ad 0 Serie1 forretning personlig social
Community: Glue & viral Ekstra Values /business The Thing
Før under og e]er Mobilbrug /pedestrian foregår i klart opdelt scenarier Adssekvenser. Den trækkes ind og ud af vores opmærksomhed typisk ganske bevidst. Vært konkret på brugssituaaon og brugssekvenser: Hvad sker der umiddelbart før, jeg tager telefonen og akaverer app? Hvorfor stopper jeg brugen og lægger den fra mig? Hvad laver jeg umiddelbart e]er, jeg har brugt app/indhold? Hvordan er de9e mønster relateret Al TV program og oplevelse.? cross media @poes 39
Great mobile apps act like push- bu9on remote controls for real life. Two important elements of a remote control are that the user only needs to push a bu9on 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 beauaful photo...just by pushing a bu9on. GrubHub enables you to order dinner and have it show up at your door...just by pushing a bu9on. Uber enables you to have a car come pick you up and take you anywhere you want to go...just by pushing a bu9on. When an app enables a user to push a bu9on 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 interesang is going on. cross media @poes 40
Gruppearbejder frem Al fredag: Diskuter de 3 kilder som relaterer sig Al ugens tema og opgave 2 inden I går i gang med opgaven: Social TV Udvikling af mobile løsninger, indhold og strategi Google: The New MulA- screen, Google 2012 Sign up på linklib.org. Leg med applikaaonen og lav en video med links Al supplerende indhold get started! Embed denne video på jeres blog side inden torsdag. Lav opgave 2: Udvikle en mobil app i Alknytning Al et eksisterende TV program/format. Deadline torsdag kl 13:00. Forbered en kort præsentaaon på 2 slides af jeres løsning. Status /vejledning gruppevis via google hangout eller skype onsdag ml 12 og 14 (15 min pr gruppe) Se kontaktdata på bloggen. cross media @poes 41