Contextual Services in Mobile

Hello..

I am a pioneer

Pioneer in RetailPioneer in Mobile NetworksPioneer in Mobile Phone DistributionPioneer in Mobile Social NetworkingPioneer in Mobile Networking EventsPioneer in Mobile ServicesPioneer in Contextual Services startup

Strategic Creative Consultancy specialised in Mobile Services

sprxmobile teamClaire Boonstra - Managing Director

Responsible for General Management and day to day operations

Raimo van der Klein - Creative Director Responsible for Concept Development, creative & design

input.

Maarten Lens-FitzGerald - Marketing DirectorResponsible for Marketing, Communication andpublishing

We are Mobile Service Architects

We design aroundpersonal context..

Technology Design Vendor selection

Mobile Advertising

Interaction DesignService Design

Partnerships

Mobile Awareness Mobile Inspiration

Mobile Marketing

Mobile Thinktank

Business Models

Communities

Concept Development

Contact & Interaction

Strategy & Vision

Mobile Service Architecture

The Mobile Revolutionmy findings at the edge of mobile

1992

2000 20081992

communication mobile internet contextual services

Contextual Services=

Services designed around your situation.

seehear

feel taste

smell

seehear

feel taste

smell

information ofa situation

seehear

feel taste

smell

information ofa situation

we don’t know half of it

Personal Mobile Context

Activities(what)

EnvironmentSocial(who)

Spatio -Temporal(where/when)

Mental

Physiological

People nearbyBuddyfinder

WeatherRain predictionNFC / RFID

RoomwareNavigationTrack & TraceGeofencing

MeVirtual

me

Emomapping

Social NetworksFlickr comments(Social Backchannel)

AccelerometerNokia SportstrackerStepcounterHeartrate

EducationBeliefsExperiences

TwitterPresenceAgenda

Personal Mobile Context

Change in Context triggersmobile usage

State A State B

=

http://www.flickr.com/photos/skyshanghai/2400793508/

!♥?

♥! ?

Mobile happens around the “!”, the “?” and the ”♥“

Knowing what you want

Connecting &sharing

Needing help

Getting readyfor battle

Feasting,Sexing & Primping

Returning backto Camp

Protecting yourselffrom the future

7.00 9.00 17.00 22.00 0.00

Rituals & Mobile moments

Inspired by BBDO

Getting readyfor battle

Feasting,Sexing & Primping

Returning backto Camp

Protecting yourselffrom the future

Check Check Check Check Check

7.00 9.00 17.00 22.00 0.00

Rituals & Mobile moments

Inspired by BBDO

Contextual Services=

Services Designed around your situation.

Prerequisites for a contextual web:

1. Content2. Need fullfillment process

3. Services

1. Contextual Segmentation

of content

http://www.flickr.com/photos/zenzenok/12417299/

Can we imagine what information might be relevant for someone stuck at an airport?

Can we imagine what information might be relevant for someone going into the city at eleven?

Can we imagine what information might be relevant for someone going into the city at eleven?

In the afternoon or at night?

2. Changed ways in Need Fulfillment

context specific need relevant information

.

Fulfillment process

PHYSICALWORLD

VIRTUALWORLD

context specific need relevant information

.

Fulfillment process

NowGet your fulfillment

‘ smart’ tools

PHYSICALWORLD

VIRTUALWORLD

context specific need relevant information

.

Fulfillment process

Automated fulfillment

Now

Future

Get your fulfillment‘ smart’ tools

‘ smart’ tools

PHYSICALWORLD

VIRTUALWORLD

context specific need relevant information

.

Fulfillment process

Automated fulfillment

Now

Next

Future

Contextual marketplaces

Get your fulfillment‘ smart’ tools

‘ smart’ tools

PHYSICALWORLD

VIRTUALWORLD

zcapes

YOU are a fisherman off the coast of northern Kerala, a region in the south of India. Visiting your usual fishing ground, you bring in an unusually good catch of sardines. That means other fishermen in the area will probably have done well too, so there will be plenty of supply at the local beach market: prices will be low, and you may not even be able to sell your catch. Should you head for the usual market anyway, or should you go down the coast in the hope that fishermen in that area will not have done so well and your fish will fetch a better price? If you make the wrong choice you cannot visit another market because fuel is costly and each market is open for only a couple of hours before dawn—and it takes that long for your boat to putter from one to the next. Since fish are perishable, any that cannot be sold will have to be dumped into the sea.

3. Services designedfor the individual

Minimuni

If you live exactly 6 minutes from Sunset Tunnel East Portal, 8 minutes

from Duboce and Church, and 10 minutes from Church Station you may

find it useful too.

Fragmentation,fragmentation

and fragmentation(many small services relevant for small groups of people in certain situations)

zcapes

Soo..what’s the situation?

Thank You!

Raimo van der Kleinraimo@sprxmobile.comwww.sprxmobile.com

11th of December 2008

http://www.flickr.com/photos/parvenu/2477228814/sizes/o/