What is this thing called:

???

… or mobile interactive services for normal people

Overview

• what is the problem?• some real world motivation• some fun examples• the future …

Survey …

• how many people here:– use a mobile phone for voice calls?– have sent a message from their phone?– have a camera on their phone?– have used the camera on their phone?– have visited a website from their phone?– have downloaded an app or a game?

• what do you think the answers would be for the typical “normob” on the street?

x x x x x x x

Brand Marketing

• mobile becoming a serious option• often combined with traditional

media• needs to be inclusive• mustn’t be off-putting

• actually all of this can be said in general about good mobile services …

x

The Camera

• … has now arrived:

2D bar codes

Patent No. 6,999,573 31st Jan 2006

x

x

Some dull stats

• in 2008, 166.6m handsets (Western Europe) are registered as MMS-enabled. That is a 95% penetration!

• over 90% of all handsets currently being sold have a cameraphone.

• in the 11-19 demographic 53% regularly use picture messaging, with 85% having used it at least once.*

• in the 16-34 demographic 78% have used picture messaging with 48% using it regularly.* Source TGI Youth Q2 2008

x x x x

Recognition

• The simplest form of interactivity• Replaces SMS and keywords etc.

• But have to ask why bother …• … large number of media which can’t

necessarily be adapted?x x x x x

Image Zoning

• activation of Vodafone’s Champions League sponsorship

• take penalties by taking a picture of where you want to aim the ball

• send in by MMS to see whether you score or not

• true user interaction

Aim with your camera phone See the outcome in your web browser

x

Colour

• Nike PhotoiD by AKQA is a great example

Blue-screen

• run as part of the Vodafone Live! Music Awards

• think blackpool beach – users stick their heads through the display

• picture sent in by MMS, heads cut out, and incorporated into a music video

Snap your mates on a camera phone See them in a personalised video

x

Facefinder

• Think bluescreen without the screen• Automatic detection and extraction

of the faces in any image.• Much more suitable for viral apps.

• Currently all face-likefeatures:

• In future will distinguishbetween these and real faces

x

The Future

• General Visual Search?

Engaging a Mobile Generation

2D media Connecting to Live Events

3D productsEasy Access to Information

Summary