Next generation devices for next generation users

Olof Schybergson, CEO 25th January 2011

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Presentation content

New mobility

Devices and habits

Walls and clouds

A fluid organisation

Elegant simplicity

Service design

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

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At Fjord we design world class digital services

We design digital services that transform businesses and help shape tomorrow’s world.

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Presentation content

Devices and habits

Walls and clouds

A fluid organisation

Elegant simplicity

Service design

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

New mobility

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The three waves of mobility

Wave 1

Migration from Africa

Break-throughs Language, agriculture

Key skills Handling tools

Wave 2

Industrial revolution

1800

Effective mass market production

Understanding technology

1990-2000

Wave 3

Today’s age

Appropriate & tailored solutions

Understanding people

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Three epic digital battles in Wave 3

1990’s

The desk

2000’s

The pocket

2010’s

The sofa

?

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People want mobility!

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7:00 AM Wake up, get

ready

8:02 AM Drink coffee, read news, check email

8:30 AM Drive to work 9:00 AM

Work day begins

12:00 PM Lunchtime, call a friend

2:48 PM Take a break,

browse phone 5:00 PM

Work day ends. Drive home

9:20 PM Bedtime, set alarm clock for tomorrow

6:40 PM Dinnertime, watch TV, browse tablet

Different screens dominate at different times

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Definition of ‘new mobility’ – beyond the mobile phone

2. More connected devices – everywhere

3. Work & free time merge, ‘consumerisation’ of work

4. Liquid service experiences – across time and devices

1. Convergence of 3 mass media: TV, Internet, Mobile

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Presentation content

New mobility

Walls and clouds

A fluid organisation

Elegant simplicity

Service design

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

Devices and habits

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Devices reflect people (to self and to others)

Projection by self Projection by others

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This graph shows when people read articles on their computer. This version of the graph shows when people who own iPads read articles on their computer.

Devices also change habits

Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

…and this is the corresponding graph for when people read articles on their iPad.

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Tablets are the new mobile frontier

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Key tradeoffs in device segmentation

Bag Pocket

Two hand One hand

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There is also segmentation within tablets

Single focus Multiple functions

Ericsson’s Touchpad TV Remote

Amazon Kindle

Apple iPad

RIM PlayBook

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iPad adoption

The perfect cross-generational bridge?

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People also want choice…

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…the current solution is a flood of app stores

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More experience Fighting for timeshare

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Presentation content

New mobility

Devices and habits

A fluid organisation

Elegant simplicity

Service design

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

Walls and clouds

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There’s no lack of cloud innovation…

Pogoplug – your personal cloud attracted investment this year

Several companies have announced to introduce private cloud services

Google Chrome OS will change how we think of a PC

Evernote and Dropbox – offer clients for most platforms, essential for mobility

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But what types of clouds do people want?

Storing data is solved. Moving it is not.

Data doesn’t live in isolation anymore

We use several devices in lots of places

Many brands are unknown or mistrusted

Smart caching and syncing are critical

Masheable clouds will be popular

Clouds should assume multiple devices

Trusted authentic cloud brands will win

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Presentation content

New mobility

Devices and habits

Walls and clouds

Elegant simplicity

Service design

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

A fluid organisation

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We should stop obsessing about ‘structure’

It’s correct that companies can be destroyed by a lack of structure, and a lack of accountability can be a real problem. But structure itself is not the answer to the challenges of globalisation and hypercompetition. Company structure is merely a hygiene factor that should be kept as simple as possible.

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Tomorrow’s companies will be obsessed with…

Communication Collaboration

Speed Flexibility

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Presentation content

New mobility

Devices and habits

Walls and clouds

A fluid organisation

Service design

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS Elegant simplicity

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The X-Beam™ offers a new definitive design for wrenches – it’s simply infinitely better.

Simply by having the two ends rotated 90 degrees, the grip is improved, offering 500% increase in surface contact area, and the wrench applies 25% more force. The X-Beam™ is always easy to pick up from a flat surface.

A universal design driver: Elegant simplicity

The traditional, dominant design for wrenches. Consistent for decades.

At Fjord we achieve similar results with digital services. Elegant simplicity guides everything we do.

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3 examples of elegantly simple digital solutions

Netscape Navigator A revolutionary, yet simple, digital breakthrough in the 1990’s. The unified one window for browsing helped create the behavior that made the commercial web a success. The core navigation still remains in modern browsers today.

Apple’s Touch interface An intuitive, responsive, aesthetically pleasing interface innovation. The standard set by Apple in 2007 has completely transformed the telecom industry, and has set a benchmark that is still hard for others to beat today.

Amazon one-click buy Amazon innovated digital purchasing on many fronts, but no-where more directly than with their one-click solution. It made buying on line fast, easy and convenient, and helped make Amazon the undisputed digital retail leader.

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Elegant simplicity is hard to achieve

Simple? Yes. But not very elegant. Function over form.

The challenge is to appeal to both heart (attraction) and mind (utility). Very few services do both well.

Elegant? Maybe. Definitely not simple. Form over function.

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Presentation content

New mobility

Devices and habits

Walls and clouds

A fluid organisation

Elegant simplicity

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

Service design

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Service design – a crucial approach

Mass medium When Print 1500 Recordings 1890 Cinema 1910s Radio 1920s TV 1950s Internet 1990s Mobile 2000s

Two way response regardless of time and geography offers new and better ways to interact, thereby driving new service paradigms

The convergence of TV, internet, and mobile enables new consumer behavior, and persistent service delivery.

Ubiquitous connectivity makes the network smarter, more personal and more real-time, thereby creating opportunities for services to configure around user needs.

Three broad, powerful trends make digital service design an important industry.

Interactivity Convergence Omnipresence

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In summary…7 insights

The age of new mobility is upon us

New device categories change behaviour and project people’s personalities

Distribution and timeshare is increasingly a challenge for service providers

Cloud services have to be technically amazing – but equally important is trust and great user experiences

Fluid organisations

Elegantly simple end user solutions

Deployment of service design skills

CONTEXT

CONSIDERATIONS

KEYS TO SUCCESS

Defining digital olof@fjordnet.com Follow us on Twitter @fjord www.fjordnet.com