Mobile i-mode Forum

Core Conceptsfor

Content Originators and Providers

Walter AdamsonVP Asia Pacific

i-mode Content Forum

Melbourne,April 2005

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Content

What's the fuss about?Why is it confusing?

Core Concepts

Local Direct Interaction

Keep It Simple Stupid !

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What is a phone?

● Mobile communication Do Communications over the Mobile network ● Lifestyle Device ● Interactive experience● Personalisation

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Why the confusion?

● Technobabble 3G, 4G, WiMax, 2.5G, GPRS, Java, Doja ● Industry is “features-driven”

Need to come back to core concepts relevant to content originators and providers

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Core Concept #1

A phone is a device for mobile communication:

Information + Entertainment 1. Infotainment 2. Advertising 3. Business (Enterprise)

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Infotainment

Advertising

Business

Core Concept #2

A phone has three key assets:

1Voice

2

Messaging

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WWW

Current

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Core Concept #3

The phone is more powerful than your PC: ● Intimate● Addictive ● Viral● Relevant● Presence

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Core Concept #4

Think Integration + Community

Information ► Interaction ► Integration ► Involvement

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Core Concept #5

Think Global – Act Local

What's all the fuss about?

M-O-N-E-Y !!

IntimateAddictive

ViralRelevantPresence

Integration&

Community+

Core Concept #6

Click to action.

The phone interface with voice, messaging and web provides for powerful and unique interaction: Click to phone Click to alert

Click to message Click to pay

Click to browse Click to personalise

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Local direct interaction

“Local” includes:● Physically● Emotionally● Privately● Commercially

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Connecting directly

This add connects:✔ email ✔ website✔ QR code✔ Discount barcode

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Carrier-independent access

This phone receives:● Cellular● Broadband WiFi at 54mbps● With seamless handover

Independent content channels:● Independent branded portals● Payment systems● Silk Mobile + Bango● WideRay, Jamdat● eAccess-eMobile Content

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Contact

Walter Adamsonadamson@imodestrategy.comm: 0403 345 632 Skype: walterwww.imodestrategy.com

Thanks to theAustralian Telecommunications CRC for their support of the i-mode Content Forum