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My presentation I gave at Marketing Pioneers event
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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 [email protected]
11th of December 2008
http://www.flickr.com/photos/parvenu/2477228814/sizes/o/
