1. Evolution Of The Mobile Ecosystem iRetroPhone 16 Sept 2010

2. 4B v 1B

3. 75% Jan 2010 - Forrester

4. 17% Jan 2010 - Forrester

5. Mobile: Older Families Have The Most Phones September 2009 “The State Of Consumers And Technology: Benchmark 2009, US”

6. What’s Going On? Ubiquitous wireless broadband Devices that make it easy to do more than talk Network effects “Affordable” services

7. The Brick Era: Motorola DynaTAC Bell Labs proposed the idea of a cellular network in 1947 Japan launched first (analog) network in 1979; Nordic network launched in 1981 First handheld mobile phone in the US debuted in 1983; Motorola DynaTAC 8000x, cost $4K ($8,762 today)

8. The Flip Phone Motorola MicroTAC introduced in 1989; GSM- compatible (2G) and TDMA/Dual-Mode introduced in 1994 Reportedly inspired by Star Trek Pocket-sized

9. Candy Bar 2G (digital) network launched in Finland in 1991 included SMS

10. Smart Phones: Nokia 9000 Communicator, 1996

11. Smart Phones: Palm Treo 180, 2002

12. Smart Phones: Nokia 6650 (3G), 2002

13. Smart Phones: RIM BlackBerry 5810 2002

14. Smart Phones: Motorola Razr V3, 2004

15. Smart Phones: Apple iPhone, 2007 The Touch Era Is Born

16. Some iPhone Data Points March 2008: 85% iPhone users access news & info v 13.1% all mobile users and 58% all smart phone users More than 2,000 mobile applications in less than 1 year More than 10,000 mobile applications downloaded w/in 6 months of 3GS (June 2009)

17. The Mobile Ecosystem Operators and Networks Devices Operating Systems Applications

18. Operators & Networks 1.China Mobile, >500M subscribers 2.Vodafone, >340M subscribers 3.Telefonica, >265M subscribers 4.America Movil, >182M subscribers 5.Telenor, >164M subscribers […] Verizon (45% Vodafone), >92M subscribers AT&T, >85M subscribers

19. Devices More than 4.6 billion cellphones More than 6-in-10 people have cellphones

20. US Smartphone Market Share

21. Operating Systems Global Market Share

22. Applications Frameworks are standardized; devices are not Device variables include – Version supported – Screen size – Processor power – Graphics capabilities – Number and orientation of buttons

23. Web As Alternative? Web browser as solution to variability versus developing for a platform, such as iPhone or Android But each version of a device may have a different browser and/or a different version Operators set these requirements Problem: device fragmentation

24. Types : SMS Most basic: SMS – Send keyword (“health”) to a shortcode (“12345”) and get something in return – Think Twitter, Haiti fundraiser, WashDOT

25. Types: Mobile Web App Mobile Web Apps – Basic HTML, CSS, Javascript – Challenge to support multiple devices – Logical extension of web apps – Alters views in place rather than loading new pages

26. Types : “Native Apps” Created and compiled for each platform Best-in-class user experience Cannot be easily ported to other devices – An exception: games are relatively easy to port

28. What’s Different? Designing for fingers/touchscreens Memory, CPU, power limits Screen size Task focus Location-based features Iffy-or-slow Internet access

29. AP

30. BBC

31. NPR

32. Positioning Mobile Seventh mass medium - Tomi Ahonen – Printing – Audio Recording – Cinema – Radio – TV – Internet

33. Positioning Mobile First personal mass medium First always-on mass medium First always-carried mass medium First mass medium where individuals can be identified First mass medium to facilitate the “creative impulse” Source: Mobile Design and Development (p39) and http://communities- dominate.blogs.com/brands/2007/02/mobile_the_7th_.htmlhttp://communities- dominate.blogs.com/brands/2007/02/mobile_the_7th_.html

34. Context Most mobile tasks are short Most mobile tasks are undertaken “in between” something else … waiting in line, riding the bus, walking between meetings

38. Take-Aways Immediate, Personal $ Is The Question Mobile devices soon to be key gateway to our digital world

39. Credits  Woman with mobile phone: http://www.flickr.com/photos/jamesjustin/2894092846/ http://www.flickr.com/photos/jamesjustin/2894092846/  Man with mobile phone: http://www.flickr.com/photos/blindscapes/3621995479/http://www.flickr.com/photos/blindscapes/3621995479/  Three generations with mobile phone: http://www.flickr.com/photos/olliesphotos/333193604/ http://www.flickr.com/photos/olliesphotos/333193604/

40. Credits Kathy E. Gill, @kegill – http://wiredpen.com/ http://wiredpen.com/ – http://faculty.washington.edu/ http://faculty.washington.edu/ Creative Commons: non-commercial, attribution, share-and-share-alike Historical device images copyright respective owners, used here via Fair Use Doctrine iPhone app images made using my device Woman with mobile phone: http://www.flickr.com/photos/jamesjustin/2894092846/ http://www.flickr.com/photos/jamesjustin/2894092846/ Man with mobile phone: http://www.flickr.com/photos/blindscapes/3621995479/http://www.flickr.com/photos/blindscapes/3621995479/ Three generations with mobile phone: http://www.flickr.com/photos/olliesphotos/333193604/ http://www.flickr.com/photos/olliesphotos/333193604/