Decided to Mobilise? How to Engage with the Mobile Internet User Paul Golding @pgolding An architect’s guide to thinking about MIPS (2.0) (C) Copyright Paul Golding, 2008
May 19, 2015
Decided to Mobilise? How to
Engage with the Mobile
Internet UserPaul Golding
@pgolding
Anarchitect’s guide
to thinking about MIPS (2.0)
(C) Copyright Paul Golding, 2008
2
First mobile internet portal was Zingo (1998) [Lucent, Netscape, Spyglass...]
Mobilist since 1990 (many GSM patents)- set up the mobilists groups on LinkedIn and Facebook
1996-date: Worked in mobile apps on every continent (operators, vendors, start-ups, VCs...)
Most recently Motorola’s Chief Applications Architect for mobile applications and Mobile TV/IPTV applications. Set up ‘Mashing Room.’
Author...
Courtesy GoFigure Mobile
@pgolding
(C) Copyright Paul Golding, 2008
Chapter 15
“Mobilising the Media Experience”
3
(C) Copyright Paul Golding, 2008
!Mobilising can be messyYou will need a strategy
Lots of devicesLots of technologiesLots of toolsLots of ideasLots of confusion
(C) Copyright Paul Golding, 2008
I will address:
Mindset - ways to think about MIPS
User experience
Resultant platform/technology architecture
Mobilisation methods
5(C) Copyright Paul Golding, 2008
Internet!
Services/!
Content
"Mash-Up"!
Services
(e.g. Flickr,
Google,!
Yahoo,!
Facebook,!
Blogs,!
Etc.)
(e.g. geo-blogging!
= Location + blog + photos/videos)
Web 2.0!
Platform
Partners
Developers
Operator!
Platform
Internal!
Services
Operator Ecosystem
Tools &!
SoftwareOpen source
Ideation +!
Programming
Producers!
Advertisers
Message = Web 2.0 is the mobile platform
Is there a mobile Internet?
•Texting•Billing•MMS•Video•Voice•Location
(C) Copyright Paul Golding, 2008
! ?Native orBrowser
Message = don’t put the cart before the horseDesign, not dogma
(C) Copyright Paul Golding, 2008
Platforms and Networks
Service Enablers
Experiences
(e.g. SDP, IMS, Billing) (e.g. 3G, WiMAX, DVB-H)
(e.g. Presence, IM, VoIP, Media Store)
"Services"
Think User Experience
Message = try to think about UXDesignate a UXA, cultivate the UX mindset
(C) Copyright Paul Golding, 2008
Mapping the experienceMessage = Try to map function to UX
Think about who is “i” and “we”
(C) Copyright Paul Golding, 2008
UX
UX as Narrative
Unboxing
10
Surprise Me
Catch-up Share
Message = be creative
(C) Copyright Paul Golding, 2008
Beginning, middle & endYou should at least try this because...
You should continue to use this because...
You will love using this because...
You will want to continue using this because...
You will use this withothers because...
Discovery
Investment
Passion
Loyalty
Evangelism
Conversation
Anticipation UX
You will want to “sell” this to others because...
You will keep coming back for more because...
Message = Use these to build the narrative
You will like findingout about this because...
Unboxing
(C) Copyright Paul Golding, 2008
SeamlessExperience
Unified CMS
Cross-personalization
Socially-enable everything
Seamless for users(also developers,partners and advertisers)
Message = Converged architecture
Mobile Channel Web ChannelBroadcast Channel
Producers
Ideas Events News Opinions
Content Management Platform
Media
(C) Copyright Paul Golding, 2008
Semantic “Content”Management
Message = Think meta-data!
Mobile Channel Web ChannelBroadcast Channel
Content Management Platform
Personalisation Packaging Retailing Recommendation
Connector Connector Connector
Advert Video News Story
(C) Copyright Paul Golding, 2008
14
Follow
2.0 cliche - it’s a conversation
UX is conversation
Conversation pulls
Facilitate, don’t suggest/own
Message = Let the conversation flow!
(C) Copyright Paul Golding, 2008
Mobilising Pathways
Clientless Client
WAP!
Browser
ODP
Mobile TVVideo downloads!
Video streaming
Circuit Packet Passive Interactive
Unicast Broadcast
Video!
CentricVideo!
Enhanced
Video!
Enhanced
Video!
Centric
Alerts
Video downloads!
Video streaming
Circuit Packet Circuit Packet
Distributed CMS
Ultra-personalization
Socially-enable everything
User profiling
Use-case profiling
Service profiling
Geographical profiling
Device/technology/network profiling
Business modeling
Decision tree, map or matrix
Message = Be methodical, not dogmatic
(C) Copyright Paul Golding, 2008
CMS
New Media Platform
MiddlewareBrowser
ODP
Rich Media
DVB-H
<meta-data>
Others
<Information>
Unified workflow
Conversation
Mashable/open API
Agile design
Workflow
ConversationEngine
APIs
Web2.0
Message = Design where it counts
Middleware
Middleware
Middleware
Middleware
(C) Copyright Paul Golding, 2008
Whose metaphor?
Message = meet user expectations
Strongest?
Must work!
Form v function?
On mobiles - favour function!
thumbjot.com
(C) Copyright Paul Golding, 2008
Parting adviceUX task profiling
Which tasks are key (rank them) and define measurement(s) for success
Eventually, let the user’s decide
Usability testing (still overlooked)
Become a mobilist (get help)
Join mobilists group on LinkedIn and Facebook
18(C) Copyright Paul Golding, 2008
Thank you
Paul [email protected]
blog.wirelesswanders.com
Follow @pgolding
(C) Copyright Paul Golding, 2008