Trends in mobile device use

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Global trends and what it all means for selling mobile phones in the UK 1 How do you predict usage trends for mobile devices? Philip Slade 1 Monday, 4 October 2010

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Hoxton or Lahore? What value can be derived studying trends in mobile device use. New from new or corruption of past generation handsets? Most of the slides from a recent talk.

Transcript of Trends in mobile device use

Page 1: Trends in mobile device use

Global trends and what it all means for selling mobile phones in the UK

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How do you predict usage trends for mobile devices?

Philip Slade

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Easy, you study the cool kids to find out.

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Actually it used to be easy. You found the coolest kids in London, Berlin etc, got them to use your new thing. Adapt new features around what the cool kids taught you. Get some actors who look a bit like the cool kids to show everyone else your new thing. But that’s such a European view

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7.5

15

22.5

USA + EuropeRest of World

Graham Brown 2010 www.mobileyouth.com

Youth mobile market growth 2010 - 2012

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Innovations in the (mis)use of mobile devices is now better studied outside of Europe. Economic and social habits drive users in emerging mobile nations to adapt/corrupt/hack functions & use. At the forefront of such customisation of performance will always be that counties youth. Northern European high street retail culture blinkers, thoughts about how and, where a consumer buys a mobile device. Browsing, borrowing, hiring and purchasing can be easily de-coupled. Changing a handset or sim is now a social process. Purchasing airtime / data can be from any trusted brand, in any industry. (although in general not via Government agencies)

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Adolescents will always rebel against something

Being the access point to any new communication & entertainment fits this role

Low influence of a tech savvy older generation or historical mobile comms habits, helps.

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astreetjournalist.com/iran

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Adolescents using mobile devices in emerging markets

GLOBAL CULTURAL BROADCAST

Material avaricious

Human ‘work-around’ ability

Trend spotters

Business briefings

Consumer media

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A couple of smart chaps in Hoxton with an AR app that finds cool bands at secret gigs

or

The 170 million Chinese youth who access the web via a mobile device including the significant number (inc. Government) who’ve worked out how to hack Google

What should we be studying?

8 Flickr user !!JJJJJJFlickr user dannie_800

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In Kenya there are only 150 ATM’s but a 17000 M-PESA* agents

* M-PESA (M for mobile, pesa is Swahili for money) is the product name of a mobile-phone based money transfer service whose initial concept and design was Kenyan and was later developed by Sagentia (later transferring to IBM in September 2009) for Vodafone. The development was initially sponsored by the UK-based Department for International Development (DFID) in 2003–2007

Graham Brown 2010 www.mobileyouth.com

9Joost Bonsen - blog

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100 million rural youth in India own mobiles

They are actively using their device 5.5 hours a day, mainly listening to music

Graham Brown 2010 www.mobileyouth.com

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By 2012, one in five of the world’s mobile population will be living in India

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67% of Filipino youth own a mobile phone

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compared to Desktop (19%) or MP3 player (17%)Graham Brown 2010 www.mobileyouth.com

saga_0031.instablog.com

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How do you predict usage

trends for mobile devices?

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Looking at trends from London to Lahore

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Boutique applications and niche audience needs

Societal change and

youthful rebellionHacking of

existing platforms in developing mobile nations

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Smart phones preloaded with a total universe of apps, that only activate themselves depending on your; sex/mood/time of day/location

How do I charge my phone when I can’t access electricity right now

and the connectors don’t fit either

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What does this tell us about how a future mobile device should perform?

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>> slide removed <<

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Always OnAll AccessAll DayHackableJoinableToughPretty

Always on, Immediate start, Sim & data connection everywhere,

Access to all information, applications and functions from device without download

Minimum of 24 hour battery use

Cultural specific hackability built in

Linked to other device (i.e Fridge/car/flatscreen) drives hybrid functions

Withstands life in a dusty/cold/hot/damp pocket.

Elegant device, clothed for the situation.

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Thanks, credits and links.

Mobile stats Admobhttp://www.admob.com

Smart Phone datahttp://blog.flurry.comhttp://gorumors.com/crunchies

Mobile Youth Graham BrownAuthor & Director mobileYouthhttp://www.mobileYouth.orghttp://www.twitter.com/mobileyouthhq

Conjecture and linking the dotsPhilip [email protected]@piehead

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