1. Mobile Media and Communications COM 597 Kelly McIvor February 18, 2009 mcdmmobile.wordpress.com Kelly McIvor MCDM 02/18/09

2. Mobile Media and Communications Why Mobile? Bridging…………………………………..Space ………………..BridgingTime………………….

3. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Reading Discussion: Jamster, King/Response Considering how much money major carriers spend on advertising and brand building with debatable results, do they understand how being linked to this type of practice can substantially damage their “street cred”? Why should the onus be on consumers to protect themselves from fraud when it comes to mobile communications? Should there be some kind of oversight by agencies that will swoop in and take away the sandbox toys from anyone not playing by the rules? How can consumers decide whether or not to trade their privacy for a little digital bling (ringtones, multi-media downloads and other tantilizing tidbits), if they don’t know who is collecting the information and where their personal information is going following the collecting?

4. Mobile Media and Communications Case Study: http://www.whohasacrushonu.net/v2/ Who owns/operates the service? Matrigistics.com What is the mobile content? Match service? How much does it cost? How often? 9.99/mo What carriers does it work on? 5 carriers How do you cancel? STOP Who is the target? Lonely men Who are the players in the ecosystem? Content developer, Call-center, Gateway Provider, Carriers, MMA, User/Sucker,Neustar Is there a non-mobile component? No Why mobile at all? Inexpensive Kelly McIvor MCDM 02/18/09

5. Mobile Media and Communications Case Study: http://www.whohasacrushonu.net/v2/http://www.whohasacrushonu.net/v2/ First SMS Received: “Enter PIN (found below) at whohasacrushonyu.net 4 Flirting Tips 3x p/wk HELP 4help or 18002357105 $9.99/mth Txt STOP 2end Ur PIN is 4638” Kelly McIvor MCDM 02/18/09

6. Mobile Media and Communications Mobile Web 2.0 Web 2.0: an attempt at a definition Tim O'Reilly regards Web 2.0 as the way that business embraces the strengths of the web and uses it as a platform. O'Reilly considers that Eric Schmidt's abridged slogan, don't fight the Internet, encompasses the essence of Web 2.0 — building applications and services around the unique features of the Internet, as opposed to expecting the Internet to suit as a platform (effectively "fighting the Internet"). According to Best* the characteristics of Web 2.0 are: rich user experience, user participation, dynamic content, metadata, web standards and scalability. Further characteristics, such as openness, freedom and collective intelligence by way of user participation, can also be viewed as essential attributes of Web 2.0. * Best, D., 2006. Web 2.0 Next Big Thing or Next Big Internet Bubble? Lecture Web Information Systems.

7. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Mobile Web 2.0 MOBILE Web 2.0: an attempt at a definition The characteristics (distinguishing principles) of mobile Web 2.0 are*: a)Harnessing collective intelligence through restricted devices i.e. a two way flow where people carrying devices become reporters rather than mere consumers Restricted Devices ( Barbara Ballard’s carry principle): Carried by the user Battery driven Small (by definition) Probably multifunctional but with a primary focus A device with limited input mechanisms (small keyboard) Personal and personalised BUT Not wearable b) Driven by the web backbone – but not necessarily based on the web protocols end to end c) Use of the PC as a local cache/configuration mechanism where the service will be selected and configured * Ajit Jaokar http://web2.sys-con.com/node/251673

8. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Mobile Web 2.0 Examples Facebook Twitter Treemo Pelago (Whrrl) ?

9. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Convergence Definition (wikipedia): Technological convergence refers to a trend where some technologies having distinct functionalities evolve to technologies that overlap, i.e. multiple products come together to form one product, with the advantages of each initial component.

10. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Convergence What has happened? Telephone - we're no longer tied to a fixed phone/number Email - short email is now a text-message Timekeepers - wristwatches on the decline Alarm clocks - use your mobile Calculator Music - more than iPod Internet Browser Camera Video Camera TV GPS, COMPASS, PDA, COMPUTER

11. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Convergence What has happened? Telephone - we're no longer tied to a fixed phone/number Email - short email is now a text-message Timekeepers - wristwatches on the decline Alarm clocks - use your mobile Calculator Music - more than iPod Internet Browser Camera Video Camera TV GPS, COMPASS, PDA, COMPUTER

12. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure How mobile content is created Planning and the Media Mix Production Process Conversion (to mobile format) Testing Porting Content Exposure

13. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure How mobile content is created From ‘scratch’ Simplified version of something else Re-purposed from existing

14. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure Planning the Media Mix Why Mobile? What will be mobile? Timliness Target audience Production Costs What non-mobile support will be needed? Credit card processing? Integration with web and/or Web 2.0 platforms Make or Buy?

15. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure Production Process Make, buy, or hybrid Ringtone, wallpaper, video (Make) Game/Application (Buy) WAP/Mobile Web site (Hybrid)

16. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure Production Process Make Considerations Screen size Colors/resolution Details get lost Audio limitations Video Frame rates Panning Zooming In-house expertise

17. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure Production Process Conversion Testing Porting

18. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Media Creation and Exposure Content Exposure Off-Deck Your own Content Aggregator On-Deck Application Marketplace Online Offline

19. Kelly McIvor MCDM 02/18/09 Mobile Media and Communications Extra Credit Make a video available on Kelly’s mobile phone. Composition Pan/Zoom Video playback quality Can be accessed by "just about" any phone that has video playback capabilities Downloaded or Streamed (not side-loaded)