Mobile Lives and Times

8/14/2019 Mobile Lives and Times

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SPRING 2009

Mobile Lives and TimesINTELLIGENT DIALOGUE:


2/28INTELLIGENT DIALOGUE: MOBILE LIVES AND TIMES2 HUMAN INTELLIGENCE. REAL INFLUENCE.

THE INTERNETlaid a FOUNDATIONand nowMOBILETECHNOLOGY is

taking it TO THE NEXT LEVEL.


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INTRODUCTION

GLOBALIZATION HAS BEEN the headline for years as it has changed the face of communication, finance,business and society. But globalization isnt a stand-alone phenomenon; its totally dependent upon mobility.

Constant movement from place to place has made the last few decades frenetic. In fact, by historical standards we

live in an era of supermobility.

Crops have become supermobile: Fresh flowers are flown to auction in the Netherlands from far-off growers in

Colombia and Kenya, then freighted on to customers in other countries. Manufactured products are supermobile:

China imports raw materials from all over the world and exports finished goods in a quick turnaround. People are

supermobile: In addition to long commutes, we routinely travel great distances for business and leisure. Not only

are we moving around like never before, were more connected while were doing it. Mobile technology enables us

to maintain our connections as if we were at home, and it fosters new onesblurring the line between life and work,

and keeping consumers better informed than ever.

The biggest change of our era is the mobility of information. Information is not just supermobile; its hypermobile.

With the one-two punch of digitization and wireless Internet, vast amounts of words, sounds, images and data move

around the world every second. This aspect of mobility is the focus of this issue of Intelligent Dialogue.

INTELLIGENT DIALOGUE: MOBILE LIVES AND TIMES 3HUMAN INTELLIGENCE. REAL INFLUENCE.

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PEOPLE AND PRODUCTShave beenmobile throughout history, and we have

always endeavored to improve ourmethods. From the wheel to the bullettrain, from the Wright brothers to thespace shuttle, technology has evolved toincrease speed and convenience. When itcomes to the mobility of information,witness the effects of innovation overbarely a generation. Just think about howdifferent the key features of day-to-day lifewere only 10 years ago.

How much of that change is the directresult of information mobility? With asmall phone cradled in one hand, you cannow watch live video broadcasts fromanywhere in the world; you can instantlyand cheaply swap text messages with afriend on another continent; you canreceive a work document, review it, reviseit and return it in minutes; you candownload a song and listen to it on thespot, or watch a TV show; you can updateyour Facebook or Twitter status; you can

locate and track your friends via GPS; andof course, you can call your mom.

In a need it right now culture, thesedevices allow a custom-tailored experienceunlike any beforedoing what you want,wherever and whenever you want. TheInternet laid the foundation, and nowmobile technology is taking it to the nextlevel. Make that levels. This hypermobile,deeply penetrating, always available,customized experience is changing the faceof business and life beyond.

How hasmobiletechnology so drastically

improvedfromjust 10years ago?

BIG QUESTION 1

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> WHAT ARE THE KEYMOBILE TECHNOLOGY

FACTORS THAT HAVE

CHANGED OUR LIVES?Digitization has given information wheelsand wingsfrom words, music, still imagesand moving images to more abstract

information such as location, price,temperature and biomedical metrics (heartrate, blood pressure). Is there anything thatcant be digitized and made mobile?

Innovation is constantly redrawing themobile landscape, but here are five standoutways weve seen it make a big difference inour lives in just the past few years.

Files are physically portable. With onepocket-size mobile device, an ordinaryindividual can effortlessly carry thousandsof contacts, documents, songs,images and movies. Innon-digital form, thisinformation would beimpossible to tote, but indigital form its weightless.Before digitization made informationportable there was analog microfilmand microfiche, designed to store largeamounts of text and picture information ina small space. They were great in theirday, but unlike digitized forms, they

werent searchable. And unlike digitizedforms, they lost quality with each copy.

Files are virtuallyportable, too. With cloudcomputing, we nolonger need tomanage discs andCDs and printouts

for sharing orsaving files. Theycan be held in remotestorage (Gmail orFacebook, for example)and accessed fromanywhere with a connection,a login and a password.

Theres less and less need to plug in.Away with the Ethernet cables and dial-upconnections of yesteryear: WiFi and 3Goffer high-speed, large-bandwidth,

untethered connections.

And even faster, higher-capacity technologies are

on the way.

Its always personal. In mostinstances, a laptop, PDA or phone is

used by a specific individual, enabling thatperson to communicate from anywhere atanytime. Relative affordability of phones,service plans and personal computersmeans that in many cases different

membersof the samehousehold have theirown devices. And even whenyoure away from your own device(s), alogin and password reconnect you.

Devices communicate. This is theinvisible part of mobile communicationtechnology. With sensors and processors

wirelessly reporting their status to basestations via low-cost wireless chips,Bluetooth and widespread networks,devices can communicate with just aboutanything anywhere.

There are doubtless more distinguishingfeatures of 21st-century mobility than thefive weve chosen to focus on. And plentymore will come as we move out of the firstdecade of the century.

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DIGITIZATIONhas given

INFORMATION

wheelsand

WINGS .



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GIVEN THE CHOICE, people want to bemobile. The flexibility is irresistible. Whybe tethered if you dont have to be, even ifyoure at home or in the office? Wereusing technology not only to communicatepersonally and get entertainment on themove, but also to enable efficiencies innumerous fields of business.

According the International Associationfor the Wireless TelecommunicationsIndustry (CTIA), by the end of last year,270 million Americans subscribed to

wireless service (versus 208 million in2005 and 110 million in 2000), and 18percent of households were wireless only(versus 8 percent in 2005). The economiccrisis had its impact. The fourth quarter istypically the strongest for new mobilesubscriptions but in 2008 it was theweakest according to figures compiled byInforma Telecoms & Media consultancy.Nevertheless, by the end of 2008, therewere just fewer than 4 billion activemobile subscriptions globally (that meansthat around 58 percent of the worlds

population has an active mobilesubscription), up from 1 billion in 2002,according to a report by UN agencyInternational Telecommunication Union.In 2008, 75 billion SMS text messageswere sent per month, up from 7.2 billionin 2005 and just 12.2 million in 2000.

Data from iPass, a company that providesmobile connectivity to remote businessusers, indicates steep growth of worldwideusage; access to its WiFi services showed anincrease of 46 percent last year over 2007.

Many Minds. Singular Results.

BIG QUESTION 2

How much more

mobilecan things get?


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These statistics refer only to datainvolving deliberate action on thepart of the user, whether thatswriting a text message or e-mail,making a voice call, online

chatting, taking a photo orreceiving a video. Yet these

growing figures represent onlythe tip of the mobility iceberg.

There are whole classes ofmobile data being transmitted

automatically and invisibly,without human intervention,

in the background.Theres data generatedby phones interacting

with base stations;theres datacommunicated byengine managementsystems in cars orpersonal health

monitors forpatients; thereare simpleradio-frequencyidentification(RFID) tagsthat identify andtrack shopinventory, publictransportationpasses orpassports.

Then there are

utility meters forgas or water usage

in which automaticmeter reading

(AMR) technologytransmits the data.

And in warehouses orother product storage

spaces, electronicinventory tagging enables

pick-and-place systems ormaterial-handling devices to

quickly store and retrieve

inventory while wirelessly loggingimportant statistical information.

Public safety vehicles equipped withGPS devices can log routes, timing and

mileage, which are beamed wirelessly to thefleet manager. And their onboard systemscan track important data such as waterlevels or medical supplies and transmit theinformation to inventory managers.

Livestock managers can fit small wirelessdevices to dairy cattle, so that automatedmilking sheds can track data to helpmonitor each animals yield and health.

Zoologists can usewireless devices to trackthe movement of fish,birds and mammalsover huge distances.

In short, watch outfor a simple rule of

thumb: Any object orsystem that changes or moves

will sooner or later have mobile technologyapplied to it. The scope is virtually infinite.

> HOW WILL WE AVOIDCRIPPLING INTERNET

TRAFFIC JAMS? The Internetof People has been able to grow so bigbecause its built on globally acceptedstandards such as TCP/IP and HTML.That will continue to grow apace, but thenext wave is expected to come from theInternet of Thingssmart devices that

communicate: thermostats, lights,generators, vehicles, environmentalmonitors, cameras, medical machines. TheInternet of Things was named one ofTime magazines best inventions of 2008,though its arguably more of a collection ofconcepts than a single invention.

The volume and complexity of thepotential data traffic is mind-blowing.There are literally billions of smart objectsthat can be usefully connected, creating avirtually infinite combination ofinteractions and entirely new businesses.Whats stopping the Internet of Thingsfrom taking off is the lack of commoncommunication standards.

A group of tech vendors and userscalled Internet Protocol for Smart Objects(IPSO) Alliance is aiming to rectify thesituation. IPSO describes a smart object asone that combines sensing, computationalpower, communications capability and asmall power source (like a battery) toprovide real time information toa host application.

The Internet of Peoplehad the advantage ofstarting small with noclear business modeland few big commercialinterests. By the time itgrew big enough tomatter, its technicalstandards wereestablished. The Internetof Things faces a tougherchallenge because its potentialis already clear; there are

competing proprietary standards vying fordominance (Zigbee, Bluetooth, Z-Wave), justas there were in videotapes (VHS versusBetamax), in mobile telephony (GSM versusCDMA, which is still not resolved) and inoptical storage (Blu-ray versus HD DVD).

Another stumbling block for the Internetof Things is a shortage of addresses. In thecurrent Internet system, IP addresses consist

of four groups of three digits. But as it runsout of addresses for its own purposes, letalone for the needs of billions of smartobjects, it will be replaced by a new systemthat provides four times the address space.That means billions more Internet addressesThe next generation of the Internet will betruly mobile-ready rather than retrofit.

So back to that question: How muchmore mobile can things get? Think back tothe jump from typewriters to wordprocessors. The move from stand-alonecomputers to networked computers. Theadvance from unwieldy wired desktopunits to neatly portable, wireless laptops.And dont forget the jump from landlinesto mobile phones. With each of theseshifts, consider how much opened up interms of innovation, applications andusage. We are all headed for a world inwhich everything is connected, in whichmobility is the norm. Any business thatisnt seriously integrating mobility into itsfuture risks not having a future.

> MUST MARKETERSADAPT TO MOBILITYOR DIE? WHAT TOOLS

WILL HELP? In the world ofbrick-and-mortar retailing, theres anironclad rule: Location is vital. Visibility andmain-street foot traffic are crucial for storesand restaurants. Those off the beaten pathmay pay less rent, but theyre effectively

invisible to wander-by customers.

But mobile marketingvia location-based

services (LBS) mayhelp those lessfortunately locatedbend the ruleoffering couponsthat flag theirpresence tonearby mobile

users, for exampleLocation-based data

enables businesses totarget customers when

they are nearby. Though



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WHAT'S STOPPINGTHE

INTERNETOFTHINGSfrom taking off is a lackof COMMUNICATIONS STANDARDS.


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75 BILLION TEXT MESSAGES were sent

in 2008, UP FROM 7 BILLION in 2005.



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the practice will only work with a mobileusers permission, it still opens the door toa potential nightmare of intrusivemessaging.

To take advantage of the technologywithout the risk of getting on consumersnerves, businesses may sign up for LBSdirectories and peer-recommendation

services, which mobile users accessvoluntarily. Consumers may alsodownload software apps that provide thissort of information and convenience.Seattle-based Sortuv offers one. Its pitch:Discover places, events, products, people,ideas and experiences that matter to youby comparing and connecting them tothings you already know and like.

From the providers point of view, thechallenge of LBS is monetizationwhopays, for what and how? Currently about10 million customers in North America

pay a monthly subscription fee for an LBS,such as Verizons VZ Navigator,AT&T Navigator, uLocatesWHERE Widget app orloopt. But as plenty ofcompeting servicesare coming up forfree, arent theyeroding theincentive to pay?

In thisenvironment,some wirelessservice providersresort to the goodold free-trial model, inwhich an LBS service islaunched as free for a numberof months with the intent of gettingthe user to upgrade to a higher-spec paidversion. The balancing act, as always, is tomake the free version powerful enough tobecome a must-have, then offer enoughadditional functionality in the paid-forversion to make it worth buying.

Industry analyst Mark Lowensteinthinks there is potential for mobileoperators to work closely with searchpartners to provide users with stronglybranded results. Since operators ownor atleast mediatethe user relationship, thisputs them in the drivers seat, directingwho shares what information with whom.

Mobile trackingwith userspermissionis a huge opportunity to learnabout where customers go, as the basis fora market research and segmentation tool.

With the right incentives for users and theproper data protection safeguards, trackingcustomer behavior in real life could takemarketing intelligence to the next level.For example, tracking behaviors in ashopping mall would show real liveconsumers in action. What are thetypical sequences of movement forconsumers within particular stores orbetween stores? How do they differby demographic group? This type ofinfo might be extremely granular onan individual level but reveal biggertrends when aggregated andprocessed smartly.

Another mobile businessinnovation is the personal bar-codereader. Most cell phones and PDAsthese days have a built-in digitalcamera; combine that with wirelesscapacity and you have the makings of a

reader. This kind of pull technology is ano-brainer when it comes to mobilemarketing ethics; a user who scans

a bar code is activelyrequesting information,

hence giving permissionfor marketing messagesto be sent.

In theory, anyonewith a mobile deviceand the rightsoftware can gatherinformation by

scanning bar codes inprint media and onpackaging. In practice its

not so simple, and its onceagain down to the niggling

question of standards. The MobileCodes Consortium (MC2) hasnt yetdecided on one.

> HOW ARE EMERGINGMARKETS ADAPTING

TO MOBILE AND

MAKING ITWORK FOR

THEM?In developed markets,mobile technology isgrowing fast asfeatures such as e-mail, browsers andvideo overlap fromdevice to device. Indeveloping countries, far

fewerpeoplecan affordcomputers; forthem, mobiledevices are moreaffordable and more accessible.Buying a mobile telephone is less of a leapthan buying a computer in terms of price,

technology and learning. Mobile is provingto be a great stepping stone intotechnologyand encourages new socialand business ideas.

More people in emerging markets arenow opting for mobile telephones overtraditional fixed lines; this means theyrefar more likely to access the Internet via amobile device than a computer.

In poor, rural communities its easierand cheaper to install mobile infrastructurethan fixed line. This creates a business

opportunity for local people whocan set themselves up with a

mobile device as a payphone, then resell airtimeto others. In effect, theybecome a micro-telecom.

Mobile-phonetechnology can helpproducers find the best

market for their goods. Asreported by Robert Jensen

of Harvard, once mobile


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phones were introduced in 1997, fishermenstill at sea off the coast of the southwest

Indian state of Kerala were able to call inand compare the offers theyd get from 17different markets along the coast, enablingthem to determine the most efficientlanding spot. The impact was impressive:reduced waste, increased profits (up 8percent) and reduced consumer prices(down 4 percent).

In the same area of India, the adoptionof mobile phones led to a 6 percentincrease in educational enrollments and a 5percent increase in the probability ofseeking out health care when sick.

In Bangladesh, mobile ladies areemployed to visit villages carrying ahandset. They go door-to-door, listen topeoples problems and make calls to theRural Information Helpline, a centralresource connecting people with theinformation they need. The practice alsoprovides a living for the mobile ladies.

Young people are typically the mostenthusiastic adopters of mobile-phone

technology, and Latin American countriesas well as Hispanic communities in North

America tend to have a young age profile.With the exception of Brazil, LatinAmericans from Patagonia to BritishColumbia share a common language, sotheres huge potential for the Latin mobilespace. Mobile specialist MSCorp aims toleverage these factors, offering mobilemedia production and marketing with amobile content distribution network acrossa group of companies in North, Centraland South America. The company has adedicated portal for young LatinAmericans, Maxi Mvil, where they can

meet and interact with their peers in theregion, take part in mobile competitionsand participate in mobile promotions.

While mobile users in developedmarkets are meeting luxury needs(finding where they parked the car,identifying song titles, etc.), users inemerging markets are figuring outapplications and business models that maybe hugely influential in fosteringdevelopment.



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MOBILE TRACKING OF

CUSTOMERBEHAVIOR couldtake MARKETING INTELLIGENCE to the next level.

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EVEN IN DEVELOPED COUNTRIES, many

front-line health care providers

ARE LAGGING ON BASIC COMMUNICATIONS

TECHNOLOGY, let alone mobile applications.



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IN SOME WAYS its a welcome paradoxthat mobile technology will eventuallyallow us to stay put wherever we are.Between tightened security measures,volatile fuel prices and traffic congestion,travel can be an irksome experience. Thisis a long-term trend; in a world of

ballooning populations and growing cities,it wont get better, easier or cheaper.

> WILL WE ALL BEWORKING FROM HOME

ONE DAY SOON? Thanks tothe economic crisis, weve seen growinginterest in the efficiencies that teleworkingcan provide. But with layoffs loominglarge, some wonder if its not better to putin face time at the office; the fear is that

out of sight could lead to off thepayroll. Nevertheless some wonder, ifyour tasks are primarily computer-basedand you arent needed for hour uponhour of in-person meetings, whats thesense in commuting several hours a weekjust to sit in a different room in front of a

different screen to do the same things?Online networking allows offsite workersto link into most internal servers. And ofcourse while employees may lose thesocial benefits of the workplace, they canstill engage in informal chats withcoworkers via instant message or Twitter.

Consultants and freelancers arefrequent teleworkers. Technology enablesthem to assemble a career from multipleprojects, using a mobile device or laptopas a business portalwhat Daily Beast

editor-in-chief Tina Brown calledGigonomics, or the Gig Economy. Itsincreasingly common as companiesdownsize and shed full-time employees. ADaily Beast U.S. poll in January showedone-third of respondents were workingfreelance or in two jobs.

According to human resources groupWorldatWork, more than 28 millionAmericans now work from home at leastone day per month. And the number isexpected to rise to 100 million by 2010.The sum of all teleworkersemployees,contractors and business ownersincreased from 28.7 million in 2006 to33.7 million in 2008. The most commonlocations for remote work are the home(87 percent), a customers place ofbusiness (41 percent) and the car (37

BIG QUESTION 3

How does mobiletechnology affectourcoreneedsto work, provide forour

families and stay healthy?


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percent). Restaurants and libraries arebecoming less popular places to plug in.

A recent Economist article posed that ifthe 33 million Americans who have jobsthat could be done from home were to stayhome instead of driving to work, oil importswould drop by more than a quarter, andcarbon emissions would fall by 67 millionmetric tons a year. The same article citedthe efficiency of telecommuters at AmericanExpress, who generate over 40 percent morebusiness than their office-bound colleagues;

similarly British Telecoms 9,000 teleworkersare 30 percent more productive than theiroffice counterparts.

Employment specialists Manpower reportthat 15 percent of the EU workforce can bedescribed as mobile workers (spendingmore than 10 working hours per weekaway from home and their main place ofwork) and 4 percent as mobile teleworkers.These numbers have the potential to growconsiderably. Forty percent of the EUworkforce have expressed interest in

permanent teleworking (working fromhome), while 52 percent would like toalternate telework (at least one working dayspent at home per week).

High-speed connections and videoapplications make on-the-fly video meetingscheaper and more effective, but at thehigher end, the watchword istelepresenceits a form of turbochargedvideo conferencing that makes remoteparticipants appear life-size with fluidmotion, accurate flesh tones and flawlessaudio. Telepresence solutions can work withspreadsheets, slide decks, documents oreven the minute details of physical objects.They are already in use in businesses asdiverse as pharmaceutical research labs, filmand television studios, university courses

and neurological operating rooms.

> HOW FAR BEHINDTHE CURVE ARE HEALTH

CARE SYSTEMS? For bothpatients and providers, the world of healthcare can feel like one long pause. Whetherits patient records, insurance claims,appointments, prescription plans, testresults or diagnoses, the processes and thewaiting can feel interminable. But mobile



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technology offers great potential forspeeding things up, not to mentionlowering costs and improving results. Theapplications arent yet widespread but theones in place beg the question: Why arentmore organizations doing this?

Mobile monitoring devices andtelemedicine enable patients to leave the

hospital and live at home while still beingmonitored for their ailment. They allowseniors to live more independently. Soon, theWorried Wellthose who want to check inwith their doctor if something comes upwillbe able to invest in devices that can take oversome of the basic functions performed byhealth care staff. Ultimately, these thingsreduce costs in the health care system.

As a test, Kaiser PermanenteTelehomecare Research Project followed102 telemonitered patients and 110 regularpatients in the United States. Each had a

condition that needed monitoring:congestive heart failure, chronicobstructive pulmonary disease (COPD),stroke, diabetes, cancer, anxiety or theneed for wound care. Total costs permonitored patient were $1,948, comparedwith $2,674 for non-monitored. Remotetelemonitoring delivered a 27 percentreduction in total costs, as well as less needfor hospitalization.

Centura Health at Homes telehealthprogram followed HMO patients whodhad a hospitalization or ER visit in the last

six months. After six months, telemonitoredpatients saw a 90 percent reduction inadmissions and a 73 percent reduction inoverall charges, net of the costs of theremote telemonitoring program.

Health care growth is attracting interestfrom big names outside the industry. InOctober 2007, Microsoft launched HealthVaultonline storage for personal medicaldetails and a service that links tomonitoring devices as well as to softwareused by hospitals and doctors.

Google Health allows users to store,manage and share their own medical recordssecurely. IBM recently announced itscollaboration with Google and the ContinuaHealth Alliance, in which its software streamsdata gathered from home health monitoringdevices into a patients Google Healthaccount or other personal health record.

This sort of technology makes vitalhealth information available to authorizedparties. For example, a busy mom canreceive daily electronic updates on the

health status of an aging parent who livesalone. A traveling diabetic athlete can havea real-time discussion about blood sugarlevels and heart rate with a coachhundreds of miles away.

Although the United States has tendedto lead the way in applying mobility tomedicine, plenty of other countries are

working on it. The London-based Journalof Telemedicine & Telecare brings arigorous academic approach to the field,bringing together reports of research suchas the Dutch project A framework for thedesign of user-centered teleconsultingsystems and Store-and-forwardtelemedicine for doctors working in remoteareas from French researchers working inAntarctica.

Its not only well-off people in developedcountries who stand to benefit; mobilehealth care technology can drastically

reduce costs and increase range and powerof diagnostic tools, making them usable inpoor, remote areas. In Bangalore, India,Bigtec is awaiting approval of its lab on achip, where biology, chemistry,electronics, optics, micro fluidics andsoftware converge in a handheld device

that can diagnose a pathogen in 10 to 12minutes for just 100 rupees, comparedwith a conventional system that takes fourto six hours and costs 7,500 to 15,000rupees. The device is Bluetooth-enabled,so data can be transmitted through a cellphone to a remote diagnosis center.

These are inspiring applications but

theyre not yet common. In fact manyfront-line health care providers even indeveloped countries are lagging on basiccommunications technology, let alonemobile applications. Many doctors officesare only now digitizing patient records.

On the other hand some are catching onimpressively. Getting chronically ill kids toadhere to therapy can be difficult,particularly as they advance intoadolescence. Some studies suggest onlyhalf properly follow treatment steps, saysDennis Drotar, a researcher at Cincinnati

Childrens Hospital. Doctors at the clinicare experimenting with text messages toremind teens to take their medication.Participants can program (or the clinic cando it for them) text reminders. Pilot testingis currently under way, with a full studyset for later this year.


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IN THE CLASSIC DYNAMIC,

developments depend on the interplaybetween infrastructure (pipes andrelated technologies), devices andapplications. And in a classic evolution,theres a looming conflict betweencompeting technologies.

>WHICH INFRASTRUCTURE

WILL WIN OUTWIMAXOR LTE? It goes without saying thatpeople want moremore capacity athigher speeds in more locations. The nextmore is an increased wireless datatransfer speed of 100 megabits per second(Mbps), which would allow us to scrapour wired connections even for HDTV.Now, how do we get it?

Bluetooth has done a great job withlow-power, short-range wireless

connections, such as computer to cellphone, computer to printer or cell phoneto earpiece. But the battle for the nextwave is between two high-poweredtechnologiesWiMax and LTE.

Fixed network operators favor WiMax,an evolution of broadband WiFi, as anupgrade to current services; trouble is, ithas to be installed as a new network.

Mobile network operators prefer LongTerm Evolution (LTE), which runs onUniversal Mobile TelecommunicationsSystem (UMTS) infrastructure, alreadyused by 80 percent of mobile subscribersglobally. LTE is not yet as evolved asWiMax and will take longer to deploy.

As with competing technologies of thepast (Betamax versus VHS, Blu-ray versusHD DVD), its a tough call right now foroperators to commit. They may look for

BIG QUESTION 4

Whatsaheadin mobility?



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ways to go with both, using LTE tosupport mobile broadband users andWiMax to support fixed or lower-mobilitybroadband users. Similarly, LTE couldprovide macro cellular coverage whileWiMax does micro cell coverage.

> CAN THE BANDWIDTHCOPE WITH ALL THETRAFFIC? It was the telephonecompanies who laid the pipes of todaysmobile networks. Their original businesswas providing voice communications viafixed telephone lines or cellular networks.Voice traffic in those pipes has long sincebeen dwarfed by data traffic and we arecontinually looking for ways to increasecapacity.

Dynamic bandwidth allocation is one

way to handle both voice and data. Takinginto account that we arent all making callsor sending texts or videos at the sametime, this technology allocates bandwidthon demand. Since most traffic comes inbursts, gaps between packets ofinformation can be filled with other traffic.

When it comes to mobile, the challengesof bandwidth allocation are more complex.Service providers are still working outstrategies for accommodating narrowband(voice) and broadband (data), in order to

minimize handoff call droppingwherebyvoice connections are lost when a mobileconnection passes from one cell toanother. Networks have residual guardchannels that are typically reserved forhandoffs (voice); these channels can beused for data traffic too, provided the

system allocates higher priority tohandoffs when theyre needed.

> WHATS THE NEXTBIG MOBILE DEVICE?Convergence is the word of the daywhen it comes to mobile devices. The

hottest so far have been those thatcombine as much as possible in onegadgettalk, text, e-mail, Web, gaming,video, etc. And those that have a fullQwerty keyboard.

BlackBerry was the uncontestedchampion in the early 2000s. Sales havereached 50 million and makers RIMestimate that 21 million current users sendthree petabytes of data each month. ThenApple launched the iPhone in June 2007.In the first five quarters, 6.1 million weresold. The iPhone 3G followed in July2008, and 6.9 million units sold in just thefirst quarter. News from the battle of themobile gadgets shows that the iPhoneaccounts for 66 percent of mobile Internetbrowsing compared with just 7 percent forWindows Mobile.


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CONVERGENCE IS THEWORD OF THE DAY when it

comes to MOBILE DEVICES.



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Established brands have since put outplenty of great similar phonesNokia,Sony-Ericsson, Motorola, Samsung, LGbut so far its only the relative outsiders(RIM and Apple) whove launched trueinnovation. Who and what will be thenext game changer?

Amazons Kindle allows users todownload, store and read books,newspapers and magazines as well as blogsand other user-generated content. Amazonfounder Jeff Bezos has an ambitious goal:

Our vision is, every book ever printed inany language, all available in less than 60seconds. Already the Kindle DX holds upto 3,500 books, with a battery life of fourdays using wireless or two weeks without.It uses 3G rather than WiFi. If such aspecialized product can stimulate and satisfythe need for handy, searchable publicationsbetter than two-way mobile devices do, itmay establish a new niche in everyday life.

Another relative newbie, GooglesAndroid, isnt a device and it isnt anapplication, but it does aim to be a game

changer. Its a software platform and

operating system based on open standardsso that third-party developers can createtheir own applications. Android bills itselfas a complete set of software for mobiledevices: an operating system, middlewareand key mobile applications.

> WHICH WILL BETHE NEW MUST-HAVE

APPS? Before phones could accessthe Internet, SMS was the addiction.

Though texting is now considered old tech,its still extremely popular. Is there somethingcompelling about the brevity and immediacyof a message limited to 160 characters? Theanswer also explains the runaway successof microblogging service Twitter, whichlimits messages to just 140 charactersandwhich can accept text messages.

Part of the success of the iPhone hasbeen its embrace of third-party apps (theycan be downloaded free or for a small costthat is shared with Apple). Apples AppStore has kick-started what one might call

the App Economy. Thousands ofdevelopers are figuring out ways to turnthe features of mobile devices (e.g.,computation, connectivity, locationawareness, accelerometer, touch screen,microphone and speaker) into compelling,low-cost applications that can bedownloaded and bought on the fly. Watchmobile device users comparing andswapping apps, and youll see the insanelyviral nature of the App Economy inactionsee, like, download. At the time ofwriting, the top free app for iPhone is

Facebook, followed by Google Earth andPandora Radio. The list of top paid apps isdominated by games, with CrashBandicoot Nitro Kart 3D at number one.

But bear in mind the App Economy isnot even a year old. Blackberry andGoogles Android OS have only just startedbringing out competition. Its very earlydays and the real killer apps may be a

twinkle in a developers eye. In thiseconomy many creative people have time ontheir hands. Watch out for an explosion ofwildly innovative and original applicationsvying for a place on your mobile device. Aswith the fax machine of old and e-mail afterthat, it may take a while for the networkeffect to emerge, with the value of thesystem increasing exponentially while theuser base increases arithmetically.

> DO WE EVEN NEEDTO BUY TRADITIONAL

SOFTWARE PROGRAMS

ANYMORE? Many common apps(Word, Excel) dont need to be installed on acomputer now; they can be held online andaccessed through a browser, which greatlyexpands mobility options and conveniencefor users. Theyre called virtualizedapplications, or Software as a Service (SaaS).

Salesforce.com offers a pioneering Web-based customer relationship management(CRM) solution for sales, service,marketing and call center operations,where users pay to use the CRM SaaS. Inthe last turbulent months of 2008,Salesforce.com replaced Fannie Mae andFreddie Mac in the S&P 500, marking thegrowing popularity of this technology.

Google has been busy with SaaS andcloud computing, offering free use of a suiteof applications accessible through a Googleaccount: Mail, Talk, Calendar and Docs(documents, presentations and spreadsheets).

Cloud computing is important because ishifts the balance of power and

possibilities. Having remote servers doingall the processor-intensive heavy liftingand memory-intensive data storage freesup mobile devices (including laptops) tofocus more on great connectivity,convenience, user experience and batteryendurance. It opens a path for simpler,lighter and more affordable devices thatdont get clogged up with massive softwareprograms (aka, bloatware). On thedownside, it makes users highly reliant onfast and dependable connections and onmassive server farms in far-off places.

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MOBILE PHONE

RESTRICTIONSaren'tJUSTabout manners.



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TECHNOLOGY HAS CHANGED almostevery aspect of life in some way. At thevery least, it shapes our activities and ourinteractions. And the change wont stop.No matter which generation a person wasborn into, he or she will have to adapt tomore change.

Winding back a few decades, thesuccess of transistor radios, carradios and the Sony Walkmanshowed that people wantedentertainment on the move. Astechnology grows, people expect tobe connected and entertainedeverywhere: in the waiting room, inthe bathroom, on the commute, atthe gym, in church. People expectto control their lives in a mobilewayprogramming the DVRremotely, or checking the homesecurity system cameras online.Services like Sling Media allow users to

view shows from theirhome cable or satelliteconnection via a mobiledevice. These arecool and compellingdevelopments for

people who lovenew things. But whentheres so much wow,theres little inclination to

wonder about the greater societal impactof all this change were lapping up.

Theres no doubt that once aperson has a mobile device,something changeswhy elsehas the Blackberry earned thenickname Crackberry? One ofthe most riveting background

stories of the ObamaInauguration focused onwhether hed agree to forego

his Blackberry, evenprompting a Time magazinepiece headlined Will theBlackberry Sink thePresidency? whichacknowledged how the

distraction of mobile devicescan negatively impact

concentration and performance.

Once a person has experienced truemobility, going without it can be a realchallenge.

> DO WE NEED AMISS MANNERS FOR

MOBILE? Mobility cuts bothways. It keeps us connected and allows usflexibility, but it can also prevent us frombeing fully present. It blurs the linebetween professional and personal life.

BIG QUESTION 5

How has mobiletechnology

reprogrammed us as people?


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E-mails can make work life more efficientbut a constant stream of them interruptsconcentration. Our ability to disconnectand truly unwind suffers.

There are few places anymore wherepeople arent yakkinginto their phones orpeering into their screens.

In both business andsocial meetings its notunusual for someone toflip open a laptop or starttyping on a phone. AfterPresident ObamasFebruary speech toCongress, theWashington Postreported how lawmakerswatched him with thedignity Americans havecome to expect of theirleaders: They whipped out theirBlackBerries and began sending textmessages like high school kids bored inmath class.

Intrusive mobility is so widespread nowthat maybe new codes of behavior need tobe agreed upon. Its already happening inconcert halls and movie theaters, wherethere are routine announcements to switchoff phones. Theyre often banned inbusiness meetings. A Massachusetts townrecently voted to ban texting and e-mailingduring public meetings.

The mobile phone restrictions arent justabout manners. All it takes is onedisgruntled employee to dial a number ona cell phone before going into aconfidential meeting to transmit theconversation to whomever is listening.

Ultimately, as with TV and the Internet,its up to individuals to set their own limits.In the words of Gustavo Javier Wrobel ofMotorola: It is a philosophical decisionand not a technological question. The greatbenefit is that you have the power to workwhen and where you want.

> ARE WE RISKINGOUR SAFETY? All over theworld, we hear reports of fatal accidentscaused by people talking or texting whiledrivingeven though many countries havelegal penalties for doing it. Just this year inthe U.K., a member of the upper house ofParliament was jailed for 12 weeks fortexting just before he was involved in afatal crash. A truck driver using a laptop

computer killed a family of six and wasjailed for three years. California Sen.Carole Migden (who ironically voted toban cell phone usage while driving)crashed her SUV while reaching for herringing phone.

Its not surprising.Research from the

University of Utah foundthat drivers make moremistakes when talking on acell phone than they dowhen talking to passengers.The study also found thateven when drivers use ahands-free cell phone,driving performance issignificantly compromised.

In January, the U.S.National Safety Council(NSC) called on motorists

to stop using cell phones while driving. Iturged businesses to enact policiesprohibiting it and governors and legislatorsin all 50 states and the District ofColumbia to pass bans. Studies show thatdriving while talking on a cell phone isextremely dangerous and puts drivers at afour times greater risk of a crash, saidJanet Froetscher, president and CEO of theNSC. A study from the Harvard Centerfor Risk Analysis estimates that cell phoneuse while driving contributes to 6 percentof crashes, which equates to 636,000

crashes, 330,000 injuries, 12,000 seriousinjuries and 2,600 deaths each year. Thestudy also put the annual financial toll ofcell phone related crashes at $43 billion.

> WHAT ARE THEBIOLOGICAL HEALTH

IMPLICATIONS OF

MOBILE TECHNOLOGY?Theres been no definitive proof of risksor lack of themfrom exposure to wirelessradio frequencies. Mobile technology has

been in widespread common usage forbarely a decade and in heavy use for onlyfive or six years. The sort of health riskssome fear to be associated with itnamelytumors and cancergenerally develop overa longer time span. What does science sayon the subject?

Science Daily reported in 2006 that aCopenhagen research team performed acancer screening study of cell phone userswho began use from 1982 to 1995 andwere followed through 2002. They did notobserve an association between long- or

short-term cell phone use and braintumors, salivary gland tumors, eye tumorsor leukemia. That study suggests cellphone use is not linked to cancer risk.

Wi-Fi seems unlikely to pose any risk tohealth, according to Lawrie Challis,chairman of the U.K. MobileTelecommunications and Health Researchprogram. He says the key is to keep thetransmitter away from the body. Wi-Fiexposures are usually very small. Thetransmitters are low power. However,we should also encourage [young children]to use their laptops on a table ratherthan their lap, if they are going online fora long time.



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INTRUSIVE MOBILITYis so widespread

that MAYBE NEW CODES ofBEHAVIORneed to beAGREED upon.


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IN CONCLUSION

SOME TECHNOLOGICALBREAKTHROUGHS seem revolutionaryfrom the outset. That was arguably thecase with personal computing, the firstmobile phones, the Internet and GPS.Subsequent innovations in the same fieldseem simply evolutionary rather thanrevolutionary: laptop computers, 3Gmobile phones, wireless broadband andintegrated GPS. However, the pace ofinnovation and the spread of mobiletechnology is happening so fast that thesector is shaping up to drive an evenbigger revolution than what weve

experienced so far.IS MOBILE TECHNOLOGY THE

SINGULARITY IN ACTION?

Technological guru Ray Kurzweil wroteabout the law of accelerating returns in hisbook The Singularity Is Near. TheSingularity is technological change sorapid and profound it represents a rupturein the fabric of human history.

We have not yet reached the stage ofmerging biological and non-biologicalintelligence, creating immortal software-based humans or developing ultra-highlevels of intelligence. However, the curveof developments is approaching vertical.Each new capacity increases the potentialexponentially, permitting a virtuallyinfinite number of possible applications.

For a simple example, take Apples App

Store for the 3G iPhone. Opened July 10,2008, nine months later it hosted morethan 25,000 third-party applications.Thats just one brand and one platform.

HOW CAN MARKETERS KEEP UP?

In pre-digital times, less than two decadesago, marketers and media specialists couldbe expected to know all possible routes toreach consumers. Somebody who learnedhis or her media and marketing in the1970s could continue to apply that oldknowledge through the 1980s and intothe 1990s.

Now knowledge from even five yearsago is outdated. Were inundated withdozens of new ideas and services everyday. There is no single body ofknowledgeits all being (re)invented onthe fly.

Its essential now for marketers toalways be in learning mode: to networkand pool intelligence (swapping links,insights and ideas) and to be bold indeveloping their own innovations.

One of the most obvious opportunities

is to make use of the masses of real-timepersonal data, to identify who is likely tobe open to a conversation. Yet techevangelist and videographer RobertScoble recently pointed out how marketers

had missed seizing such an opportunity

with him: He had announced on anumber of social media platforms that heand his wife were expecting a baby. Yes,were having another baby. But look atwhat did not happen on Twitter: not asingle diaper company contacted us. Not asingle maternity clothing company. Not asingle car company (yes, were going tobuy a new one soon). Not a single cameracompany (already bought a new one forthis occasion). Not a single insurancecompany (I need more). Not a single bank(I need to start saving for another college

student). Not a single stroller company(need a new one that can hold two). Not asingle vitamin company (Maryam is goingthrough her prenatal vitamins at a goodclip). Not a single shoe company (Maryamneeds new shoes for pregnancy, and Milanis growing fast too).

If the Internet created (among otherthings) a medium for remotecommunication and interaction, thenmobile technology takes it all to the nextlevelremote communication and

interaction anytime and anywhere. Mobiletechnology greatly increases possibilitiesand presents platforms for having theright conversation with the right person atthe right time.



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WHAT PORTER NOVELLI UNIQUELY OFFERS

can be summed up in two words: Intelligent Influence. Its ourphilosophy, our mind-set and our passion. But what actually is it?

It is engaging people in dialogue, which we have proven is more

effective than bombarding them with messages. By sparking

INTELLIGENT DIALOGUE, we encourage people to question and

ultimately change their own actions and viewpoints.

It is knowing what genuinely motivates and moves people across

the world. We have the ability to connect with them wherever they

are, allowing us to more easily shape their behaviors, beliefs and

attitudes.

This is Intelligent Influence. And we work hard to achieve it on

behalf of the brands and clients we work for.

The Porter Novelli

INTELLIGENTDIALOGUEPrinciple

ABOUT PORTER NOVELLI: A global public relations leader, Porter Novelliwas founded in 1972 and is a part of Omnicom Group Inc (NYSE:OMC). With 100 offices in 60 countries, Porter Novelli helps clientsachieve Intelligent Influencechanging attitudes and behaviors byhaving the right conversations with the right people at the right time.Human intelligence. Real influence. Visit porternovelli.com.

CONTACT: Marian Salzman, Chief Marketing Officer, Porter Novelli Worldwide,

75 Varick Street, 6th floor, New York, New York 10013; 212.601.8034;[email protected]


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Porter Novelli Worldwide

75 Varick Street, 6th floor

New York, NY 10013

porternovelli.com

Documents

Mobile Lives and Times