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Reinventing Mobile Gaming6 July 2016
Topic: How to Be a Winner in the Age of Mobile
Agenda:About DMI & MeThe 4th Mobile RevolutionDon’t Mobilize – ReinventUnderstanding the ProblemKey Challenges for Gaming industry
About DMI & Me
Magnus Jern, Swedish
Engineer, mathematician and a passion for solving problems
Co-founder of 9 startups whereof 3 successful exits, 3 failures and 3 ongoing
Currently President DMI International and NED in 4 companies
The bigger the challenge - the better
About DMI & Me
OPERATIONS & MAINTENANCE
MARKETING & ENGAGEMENT
DEVELOPMENT
UX/UI DESIGN & TESTING
BUSINESSINSIGHTS AND
ANALYTICS
DISCOVERY, SERVICE CONCEPT DESIGN & INNOVATION
DMI InternationalStarted as Golden Gekko in Europe
Early iPhone and Android apps with 100m+ downloads and $5Bn in revenue for clients
Thought leader in Mobile First, User- Centric and Data-Driven Design
400+ Mobile Specialists
Clients incl. UK National Lottery, Gamesys, Virgin, Addison Lee, Fitness First, O2, Vodafone, Tesco, H&M, Ikea and Nike
The 4th MobileRevolution
Mobile Voice
1st
SMS & Mobile Web
2nd
Apps & Media (video/ audio)
3rd
Ubiquitous mobile
computing - mobile is part of everything
4th
The 4th Mobile Revolution is Here
SmartphonesTabletsWearablesSensorsIoTPaymentsTransportationConnected everything
Most companies are really bad at predicting adoption of new technology and industry disruption
Disrupted and realised too late
Disruptor but too early
How we forecast adoption vs. what actually happens?
Forecast Actual
Conclusion: Technology adoption usually takes longer than we forecast, but when it happens it goes faster than we expect
Don’t Mobilize –Reinvent
Don’t Mobilize – Reinvent
Option 1: Start from scratch Option 2: Copy your best competitor
Customer Experience Journey
Discovery Sprints Concept Sprints Scoping Development
Start with Users
Problem Frame
Concept Prototype
Problem Space Solution Space Build - Measure - Learn
Divergent
DivergentConvergent
Convergent
Methodology
Understand the Problem and Test the Solution
The hardest problem isn’t
technical.
It’s understanding the problem so that you can find a solution that people will use.
But the technical solution is the most expensive
Identify/understand the problem
1717
How do you compete?
Addison Lee vs. Uber
Understand the problem and define your own competitive advantage
Regaining market share after 2 years
Does the solution really solve the problem?
Prototype and test on target devices with real customers.
VIRGIN RED
We’re part of a team changing the game at Virgin.
20
VIRGIN RED
User-centric product development.21
Project Duration
Cost of Change
DevelopmentDiscovery & Concept
100x
It’s cheaper to throw away a post-it
“Changing requirements are 100x more expensive during the end of a software project than the beginning.” IEEE Report, 2014
22
Why research and prototyping is important
5 Key ChallengesFacing Gaming
5
4
3
2
1 One customer view with Personalised content and timing
New generation media consumption & communication
Privacy by Design
Disruption in payments
Diverging device formats
Mobile Transformation Challenges
25
1. One customer view
Customers expect brands and services to communicate in one voice
PoS, eMail, SMS, Chat, Push, Web, Apps and Customer Care with one voice
Personal - Right time and right content
26
2. New generation media consumption
27
Brands must find new ways of engaging with users where they are
Open messaging APIs are enabling a new communication channel
2. New generation media consumption (cont.)
28
3. Privacy by Design
Customers are willing to give away a lot for great service (e.g. Google and Facebook)
Design new services for privacy (transparency and simplicity)
29
4. Disruption in payments & authentication
Most gaming platforms optimized web payments for mobile
Mobile payments are finally becoming easier across the board
Focus on making it easier for the customer (while managing risk)
Connecting the offline with the online world*
30
5. Divergence in device formats
Mobile First or Mobile Only?
Smartphones, Tablets, Phablets, iPhone SE, Desktops, TVs and VR
Summary
1. The 4th mobile revolution is here
2. Don’t mobilize your business - reinvent it
3. Understand and verify the problem
4. Always put customer experience first
Summary
THE FIRST INTEGRATED END-TO-END MOBILITY COMPANY IN THE WORLD.www.dminc.com
DMI helps businesses reinvent themselves through mobility.
Contact us for more information.
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