MobileDNA FX Palo Alto Laboratory 10.08.2001. 2 Mobile DNA our mobile* devices* * changing easily in...
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Transcript of MobileDNA FX Palo Alto Laboratory 10.08.2001. 2 Mobile DNA our mobile* devices* * changing easily in...
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MobileDNA
FX Palo Alto Laboratory
10.08.2001
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2Mobile DNA
our mobile* devices*
* “changing easily in expression, mood, purpose” – Webster’s Universal
* “invent from existing principles or ideas” – Webster’s Universal
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3Mobile DNA
mobile devices are about place and time
a successful mobile device delivers immediacy, flexibility and personalization – it need also deliver relevance
mobile devices should empower mobile users with the ability to choose the who, what, where, when and how
mobile is dynamic; so are its consumers device assumptions are dangerous
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4Mobile DNA
implicationwe need to understand how mobile devices fit into our ‘many’ times
24/7 time
work time
play time
sleep time
kids time
liminal time
travel time
anniversary time
study time
successful mobile devices are about…
identifying “windows” in life patterns and stages leveraging individual life patterns mapping nodal points for mobile communications recognizing the increased blurring of life/work establishing real world business models
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5Mobile DNA
general applications across time location factors
It isn’t just location: am
general applications across time location factors
c
kg
dr
lunch
mobile devices are about place and time...activity and application
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6Mobile DNA
rb
mapping mobile DNA
(time, activity, location, application, personality)
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7Mobile DNA
homeworktravelplaycitysuburbcampusplanecarcaférestaurantshopmallmoviesgym
mobile questions
what are the key place/space/activity points? at what times of day are they relevant? what are the Application Spaces required by each
“me” in these places, activities, and times? what are the practical business models for these
Application Spaces?
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8Mobile DNA
Mobile DNA Studythe code of mobile life
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9Mobile DNA
Mobile DNA study objectives
understand user needs and desires in the emerging mobile marketplace
identify emerging “spaces”, needs, features and benefits which are most important for consumers and business
shape and define the “optimal mobile experiences”, functionally,emotionally, temporally and spatially
identify the implications for brands in terms of opportunities, threats and awareness
develop real-world business models
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10Mobile DNA
I. create mobile DNA diary
II. preliminary customer research
III. develop applications stimuli
IV. mobile DNA field study; quantitative confirmation of results
V. strategic recommendations
method of approach
mobile DNA
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11Mobile DNA
London Tokyo Sao Paulo Bangalore
methodology overview
global – eight cities worldwide
Helsinki San Francisco New York Singapore
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12Mobile DNA
methodology overview
stage one outputs one-on-one interviews
(experts, executives and leaders along mobile value chain; architects, town planners)
briefings with partners on specific needs and knowledge exchange
identify target: high potential mainstream adopters (consumer and business)
identify and map daily life “windows” create interactive mobile DNA diary template ideate potential application opportunities with partners issue comprehensive stage one report
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13Mobile DNA
methodology overview
stage two outputs field pre-test customer research four out of eight markets diary completion in-depth interviews observation of key life “windows” iterative process - refining approach throughout
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14Mobile DNA
methodology overview
stage three outputs leverage initial expert/customer feedback optimize Mobile DNA template and diary develop mobile applications stimuli protype partner with hardware, software, local content,
communication providers share method with partners and refine pre-test stimuli with appropriate targets worldwide
(e.g. global b2b, young urban professionals, kids/teens 12-17)
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15Mobile DNA
methodology overview
stage four outputs mobile DNA Study in field (eight markets) sterling individuals on site bi-monthly partner e-mail updates quantitative confirmation study - experts, target
groups, and others in response to field work
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16Mobile DNA
methodology overview
stage five outputs strategic observations target group Mobile DNA profiles develop an objective mobile customer voice proprietary partner insights recommendations: identification of successful mobile
Application Spaces topline business models for mobile Application
Spaces publish The Code of Mobile Life
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mobile DNA – the code of mobile life
mobilize now
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half our life is spent trying to find something to do with the time we have rushed through life trying to save
– Will Rogers