The Box And Beyond

Raimo van der Klein, May 2009

The Box and BeyondHow we step through boxed mediainto the world of Life Media Covergence

Raimo van der KleinSPRXmobile

Retail

Vendex/KBB

HEMA

Creative

Nokia Mobile Phones

MarketingInnovation

KPN

Mobile Monday

SPRXmobileContext

Mobile NOS

Raimo van der Klein:

Augmented Reality

The Team

Claire Boonstra - Managing Director Responsible for General Management and day to day

operations

Raimo van der Klein - Creative Director Responsible for Concept Development and creative &

design input.

Maarten Lens-FitzGerald - Marketing Director Responsible for Marketing, Communication and publishing

© 2009 SPRXmobile

Content

MobieleGoals

Usecases

Define your mobile available content. (Research)

Define your short term and longterm mobile goals(Internal Interviews)

For which usecases would you like to design services? What fits your brand?

(Focus groups)

Content

MobieleGoals Usecases

Develop Concepts and Propositions. Don’t worry about technology yet..

Make a roadmap based on maturity and capability. Make choices.

Technology and platform choices

Partner selection

1 2 3 4Make a Service & Interaction Design for

your concepts.(scenario’s & customer journey’s)

Design mobile personas

1. Immersion & Intention

2. Concept & Design

3. Create & Build

1. BOXED MEDIA2. THE MOBILE MEDIUM3. FUTURE OF MEDIA

http://www.flickr.com/photos/butterflypsyche/2913481850/

1. BOXED MEDIA

The Time is there...

BOXED MEDIAWe are breaking free from

length

widthBox

Media contained in an isolated environment. Fixed in two dimensions (length X width). Main purpose of media is to consume it.

BOXED MEDIA?What is

MEDIAhttp://www.flickr.com/photos/rdodson/3487265216/

physically contained..

MEDIAhas been like this for centuries

LIKE BOOKS

TELEVISION

NEWSPAPERSand magazines

The personal

in all it’s formsCOMPUTER

CINEMA

the

phoneMOBILE

..in the early years

are in the box shouldn’t we try to get them out of the box?

Even our

FRIENDS

How do you recognizeboxed media?

They show you something

SHINY

lure They

you right in..

ISOLATING YOUfrom the real world

READING WATCHING SURFINGAnd all boxed media have their own verb..

So how much do we spent in the box?TIME

IDC: http://www.idc.com/getdoc.jsp?containerId=prUS21096308 http://www.flickr.com/photos/cheskywong/3196669438/

70.6hours / week

You can’t put everything in the box!

isolated ---> contextual

social

THE BOX

MEDIA

The end of The Attention Gameis near. Timothy Schenck

END CHAPTER 1

http://www.flickr.com/photos/butterflypsyche/2913481850/

2. THE MOBILE MEDIUM

Video: 4th screen

COMMUNICATION CONTENT CONTEXT

?The 3 Era’s of Mobile

1992-2000 2000-2008 2008-????

The 3rd Dimensionhttp://www.flickr.com/photos/altus/309451832/

CONTEXT =

lengthwidth

dept

hTHE BOX

GIVING DEPTH TO

http://www.flickr.com/photos/philipjbigg/2347439626/

INFORMATION OVERLOADCONTEXT significally reduces

http://www.flickr.com/photos/philipjbigg/2347439626/

CONTEXT and shows only that what is relevant

HERE AND NOW

FILTERS!

© 2009, SPRXmobile Confidential and Proprietory

MINIMUNIIf you live exactly 6 minutes from Sunset Tunnel East Portal, 8 minutes from Duboce and Church, and 10 minutes from Church Station you may find it useful too. http://www.flickr.com/photos/eggz/1446511138/

© 2009, SPRXmobile Confidential and Proprietory

Activities(what)

EnvironmentSocial(who)

Spatio -Temporal(where/when)

Mental

Physiological

People nearbyBuddyfinderSocial Filters

WeatherRain predictionNFC / RFID

RoomwareNavigationTrack & TraceGeofencing

MeVirtual

me

Emomapping

Social NetworksFlickr comments(Social Backchannel)

AccelerometerNokia SportstrackerStepcounterHeartrate

EducationBeliefsExperiences

TwitterPresenceAgenda

Personal Mobile Context

© 2009, SPRXmobile Confidential and Proprietory

MediaBox

ContentContent pipesbased on Interests

Overload

Static Contextwatching or reading, etc

MobileMedium

ServiceService pipesbased on Verbs

Dynamic ContextShopping, working, eating out

WasteRelevanceFiltered

FROM CONTENT TO CONTEXT

Contextual Services are already all around you.Many times disguised as simple small services

RETAIL PEOPLE COUNTERAUTOMATIC DOOR

http://www.flickr.com/photos/skyshanghai/2400793508/

ContextCommunication

Content

How will weuse contextual

services?

COMMUNICATION 2.0Meanwhile communication changed too

COMMUNICATION 2.0Beyond the network endpointsMaking conversations on top of the network. Open asynchronous conversations in new ways at new places

Mobile medium

Networks of sensorsand devices

ContextualServices

Communication 2.0

Sensing, computing and communicating

Physical objectsin intelligentenvironments

Trusted personalsensing and

computing devices

Physical anddigital world fuse

LOCAL GLOBAL

Inspiration: Nokia Mobile Gateway

Video: morph

BUT

http://www.flickr.com/photos/birdyboo/132439257/sizes/o/

WE ARE STILL IN THE BOX

I want out!

MEDIA and LIFEDIFFERENTare still two sides of the window...

END CHAPTER 2

3. FUTURE OF MEDIAhttp://www.flickr.com/photos/andreassolberg/433734311/

Slowly we are building bridges

QR CODE BARCODE MARKERS GPS RFID

to get us out of the box..

LIFE MEDIA CONVERGENCE

Pling Plong is a media player for stories and sounds, placed inside a pillow. It is designed for the home environment and is meant to stimulate children´s imagination and interest for books.

PLING PLONG

GUI to XUIGraphical User Interface Experience User Interface

From

Instead of looking through the window we step through it! Media enriches LIFE EXPERIENCES. MEDIA EXPERIENCES in the box will become immersive.

Mobile medium

Networks of sensorsand devices

ContextualServices

Communication 2.0

Sensing, computing and communicating

Physical objectsin intelligentenvironments

Trusted personalsensing and

computing devices

Physical anddigital world fuse

LOCAL GLOBAL

Inspiration: Nokia Mobile Gateway

MixedReality

Networks of sensorsand devices

ContextualServices

Communication 2.0

Sensing, computing and communicating

Physical objectsin intelligentenvironments

Trusted personalsensing and

computing devices

Physical anddigital world fuse

LOCAL GLOBAL

Inspiration: Nokia Mobile Gateway

or we lose... ;-)

© 2009, SPRXmobile Confidential and Proprietory

Thank [email protected]/rhymo+31 6 4117 1116