April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Universal Mobile Interface:
A key concept for unleashing the mobile internet
Martin Vendel, PhD
Bo Karlson, PhD
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
World Economic forum Davos 2009
Mark Zuckerberg from World Economic forum Davos 2009
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
In other words
One Universal Mobile Interface (UMI)
Look and feel is the same regardless of handset, platform, network or carrier.
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Mobile Internet Services
Potential to be the main access point to
Internet
– Mobile phones far outnumber PCs
– Always on and accompanying the end user
– Personal
Have not lived up to expectations
Underlying barriers gradually removed– High resolution color screens
– Data speed
– Price plans
Trends are positive – but often slow or
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Unmet needs
End User
– A user-friendly window to Internet, “owned” and controlled by me and with all my content
Content Provider
– An easily managed and controlled mobile extension with the possibility to reach all
This is what the web/PC delivers today regarding Internet services.
This is however not the case for the mobile. Is not then the answer to just copy the
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Present limitations and barriers
Limitations
– Small screen
– No full size key board, if any
Barriers
– A number of different OS
– Different versions of enabling software (Java)
– Difficulties to switch between applications and run them in parallel
– Phone settings
– Strategies of operators: Pricing, walled garden approaches
– Strategies of device manufacturers
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Approaches to overcome barriers
Application
Software(Java)
Operatingsystem
Hardware
Horizontal approach(Google, Yahoo, Squace, MSN)
Vertical approach(imode, iPhone, Blackberry)
Number of devices
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Unmet needs
End User
– A user-friendly window to Internet “owned” and controlled by me and
Content Provider
– An easily managed and controlled mobile extension with the possibility to reach all
Unser-friendly Take phone limitations into account (no key board
and small screen), applications can work together, easy to get started, “master client”
Owned by meClient/server based and independent of device
and operator
Controlled by me Personalization and full selection of applications
All my content All of the web available (long tail) in mobile format
as well as what I myself create
Easily managed and controlled
Automatically generated mobile content based on
existing web content or very easy to create
mobile content, “master client”
Mobile extensionBuild upon existing web solutions with simple
integration
Reach all Client/server based and independent of device
and operator
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Solution to meet needs
Client/server (master) client solution
Enable long-tail in mobile format
Main Internet services interface for all
types of server based services such as
contacts, mail, messaging, VoIP, social
networks etc.
Additional effects
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Horizontal approaches
UMI Universal Mobile Interface
(Squace)
Content portals(Yahoo)
Mobile browsers(Opera Mini)
Contact books(Zyb, Nimbuzz)
Service richness
Deg
ree
of p
erso
naliz
atio
n
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Key considerations when choosing mobile marketing platform
WEB WAP Own client App UMI
User Experience ! ! ! ! !
No download ! ! ! ! !
Look & feel ! ! ! ! !
Own development avoided ! ! ! ! !
Initial Cost ! ! ! ! !
Operational Cost ! ! ! ! !
Flexibility ! ! ! ! !
Time to market ! ! ! ! !
Addressable market ! ! ! ! !
Distribution efficiency ! ! ! ! !
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
UI or API? No: a UMI!
To overcome the barriers of Internet usage
over the mobile, a holistic approach to the
problem is needed
UMI concept is such an approach including
both the UI and API perspectives as they are
part of the same question
UMI is an “over the top” horizontal solution
overcoming present issues with mobile OS etc.
UMI is compared to other horizontal
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
UMI checklist
! Operator independent
! Devices independent
! Full personalization of Internet link collection
! All Internet available
! Including and intergrated to messaging
! Possibility to import contacts and mail from other applications
! Universal payment solution
! Graphically adjusted to a small screen
! No typing of URL needed
! Can act as the main Internet services interface
! Viral distribution capabilites
! Simple down loading
! Freeware
! Very easy to create and distribute content
! Support content provider business models
April 2009
Universal Mobile Interface A key concept for unleashing the mobile internet
Universal Mobile Interface, UMI: A key concept for unleashing the mobile internet
http://universalmobileinterface.wordpress.com