evolution of mobile web ric ferraro
DESCRIPTION
The author argues that while we have moved on from Mobile 1.0 and headed towards Mobile 2.0, we are not there yet. Technical limitations, notably 3G and future 4G rollouts, mean that we are yet to see the full empowerment of the user to upload and exchange rich content from mobile to mobile. What is unquestionable is that mobile web is undergoing a transformation from niche service to critical mass service and that the playing field has changed, with the move from ‘walled gardens’ to ‘open playgrounds’...an open environment which still has some rules, is subject to some supervision but ultimately where everyone is free to choose who to play with. Content is the new battlefield, with incumbents and start-ups fighting out over increasingly glazed eyeballs. MSNs are exploding but monetization models still have to prove that they allow for sustainable businesses to be built. Savvy users today can get a pretty good experience on key bits of the mobile web, but hurdles remain, as made-for-mobile sites account for less than 10% of overall websites. Location will play a big role in the future delivery of mobile services, whether a semantic web emerges or not. Android promises to speed up the process of development and promote interoperability while at the same time unleashing more of the power of mobile applications.TRANSCRIPT
Ric Ferraro KoreaComm, 30-31 Oct 2008
The Evolution of Mobile Web
Ric Ferraro, GeoMe CEOKoreaComm 30th Oct 2008
Flickr photo by nz (dave): http://www.flickr.com/photos/nzdave/245728298/sizes/l/
Ric Ferraro KoreaComm, 30-31 Oct 2008
• mobile 2.0 –are we there yet?• the mobile user experience• the MSN explosion• location as key• the role of android• defining (mobile) web 3.0
agenda
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Ric Ferraro KoreaComm, 30-31 Oct 2008
• formerly with the GSM Association
• currently managing director at geome
• mobile blogger
• some events I attended in 2008:
about me
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Ric Ferraro KoreaComm, 30-31 Oct 2008 4
Mobile 2.0-Are we there yet?
Ric Ferraro KoreaComm, 30-31 Oct 2008
mobile web usage today
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• Some European Statistics...
Ric Ferraro KoreaComm, 30-31 Oct 2008
mobile web usage today• Penetration of 3G networks allowing high speed access to mobile internet is between 17-40% in the EU and US• HSPA and 4G Rollouts will continue to boost mobile internet usage in the next 3-5 years
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...but mobile internet usage amongstiPhone users is around 80%
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the battle over content
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Ric Ferraro KoreaComm, 30-31 Oct 2008
From Walled Garden...
• Operator rules, ok?
Ric Ferraro, 2008
Ric Ferraro KoreaComm, 30-31 Oct 2008
To Open Playground
• Many, young participants• Some supervision• Learning of new behaviours
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Ric Ferraro KoreaComm, 30-31 Oct 2008 10
mobile 2.0 playground today
Ric Ferraro KoreaComm, 30-31 Oct 2008
Mobile User Experience
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Ric Ferraro KoreaComm, 30-31 Oct 2008
Made for Mobile sites account for less than 10% of total websites
from PC web to mobile web
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• Widgets allow users to access web in bite-size chunks• Safari browser adapts web to 3.5 inch screen• Accelerometer detects handset motion• Synergy and integration with i-tunes
iPhone user experience
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user expectations are changing
• Users expect more in terms of experience• Users will expect rewards
...for being online ...for posting content
• Users expect affordable and predictable data plans...and are getting them• Long tail means fragmentation of offerings...
Ric Ferraro KoreaComm, 30-31 Oct 2008
The MSN Explosion
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The MSN Explosion
Ric Ferraro KoreaComm, 30-31 Oct 2008
whrrl-branded content in MSNs
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• Sep 08-US start-up whrrl announces HBO content deal for blockbuster Entourage TV series• Whrrl users can navigate through TV characters place map of Los Angeles
Ric Ferraro KoreaComm, 30-31 Oct 2008
politicians as mobile brands
Available from the iPhone App Store
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Ric Ferraro KoreaComm, 30-31 Oct 2008
• Finnish start-up Zipipop launches “Intention Broadcasting”• Status Messaging with an emphasis on the future• Winner of Mobile 2.0 Europe Award 2008 for Post-Series A Category
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niche opportunities for MSNs
Ric Ferraro KoreaComm, 30-31 Oct 2008
A Social Network for Latino baby Lovers?
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niche opportunities for MSNs
Ric Ferraro KoreaComm, 30-31 Oct 2008
Location as Key
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Ric Ferraro KoreaComm, 30-31 Oct 2008
Nokia receives regulatory approval for Navteq acquisition
Nokia acquires
Plazes
Nokia announces all high end phones to
have GPS as standard from 2009
Google CEO
states LBS “next big
thing”
Loopt launches first ATL ad campaign for a LBS Service and sponsor The
Middle Show
Feb JulJun SepJan
“Mobile will be the navigational ringtone”
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LBS 2008 roadmap
Ric Ferraro KoreaComm, 30-31 Oct 2008
• In Q1 2008, 43% of all downloads on mobile phones globally were for LBS Services.• Mobile 2.0 is all about location and context
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2008 Global Start-up Map
location-based social networking
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where 2.0
2000 2005 2007 2010
Gartner’s Hype Cycle Adapted for LBS’s
Ric Ferraro KoreaComm, 30-31 Oct 2008
a geome perspective
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• Presence + Location + Context• Focus on Youth Market & Messaging• Automated Location of User & Message Ping• Deals with Content Partners• Monetisation through Sponsored Local Search
Ric Ferraro KoreaComm, 30-31 Oct 2008
monetising the mobile web
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Ric Ferraro KoreaComm, 30-31 Oct 2008
• Subscription models don’t work for community LBS’s, free access does
• Integration with pre-existing online profiles is key• Despite shortage of mobile ad inventory, advertising
world not ready today for mass rollout of Location-based adverts
• Fears of ‘mobile phone bill shock’ still acting as a brake
• Privacy fears remain an issue
some LBS start-up lessons
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Ric Ferraro KoreaComm, 30-31 Oct 2008
Role of Android
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Ric Ferraro KoreaComm, 30-31 Oct 2008
android developer challenge
• 90% of the winners of the Android Developer Challenge were LBS’s• Ecorio allows you to monitor and minimise your CO2 emissions on the go
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Ric Ferraro KoreaComm, 30-31 Oct 2008
A travel guide that pulls up information from Wikipedia and puts it on a map along with photos from Panoramio
Wikitude
Android App Market
android developer challenge
No permission is needed from an operator or Google to sell an application
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Ric Ferraro KoreaComm, 30-31 Oct 2008
• Location is key enabler for MSNs• Location technologies-WiFi vs GPS vs
P-Cell• Location based adverts-from utopia
to reality• Pedestrian navigation and other
utilities vs MSNs• The power of local recommendation
(Rummble)• Ambient awareness• Automated photo geo-tagging• Point 2 discover/3D Mapping
where 2.0 –future of LBS
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Ric Ferraro KoreaComm, 30-31 Oct 2008
Defining Mobile Web 3.0
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Ric Ferraro KoreaComm, 30-31 Oct 2008
“Intelligent Web ”
the semantic web
...will anticipate what we want to do
Through New Data Mining techniques....“The Web of Services”
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Ric Ferraro KoreaComm, 30-31 Oct 2008
the semantic web means we have to rethink:
Copyright EthicsAuthorship
RhetoricAesthetics
Governance
Privacy
RelationshipsOurselves
Identity
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Ric Ferraro KoreaComm, 30-31 Oct 2008
• One web or 2 webs?• Connected devices –whether mobile, gaming console or
camera• New revenue models...advertising not enough to support
mobile ecosystem• Users will be in control of media but will expect rewards• Android will unlock the power of the mobile-others will
follow suit• Semantic mobile web...ask it where you live• Voice recognition e.g. Dial2Do• Artificial Intelligence...predict user’s preferences
future of mobile 2.0
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Creation at the point of inspiration
Ric Ferraro KoreaComm, 30-31 Oct 2008
thank you!
Ric Ferraro ([email protected])Follow me at: twitter.com/ricferraroBlog: www.mobverge.blogspot.com
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