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  1. standards>nextMobile

  2. Introduction • Garry Byrne • Managing Director at Reading Room Manchester • All insults to @boboshady and @readingroomMCR

  3. standards>next - mobile • Isn’t the future amazing?

  4. standards>next - mobile • Transformation in 20 years as been immense

  5. standards>next - mobile • Transformation in 20 years as been immense • Phones get smaller

  6. standards>next - mobile • Transformation in 20 years as been immense • Phones get smaller • Excluding the Nokia 7110

  7. standards>next - mobile • Transformation in 20 years as been immense • Phones get smaller • Excluding the Nokia 7110 • Go Colour

  8. standards>next - mobile • Transformation in 20 years as been immense • Phones get smaller • Excluding the Nokia 7110 • Go Colour • Sony Ericsson was also a connected phone

  9. standards>next - mobile • Transformation in 20 years as been immense • Phones get smaller • Excluding the Nokia 7110 • Go Colour • Sony Ericsson was also a connected phone • Got Smart – very quickly

  10. standards>next - mobile • Nokia 9000 Communicator – Released in 1996

  11. standards>next - mobile • Smart phones dominated by Windows, Symbian and Blackberry

  12. standards>next - mobile • Smart phones dominated by Windows, Symbian and Blackberry

  13. standards>next - mobile • Smart phones dominated by Windows, Symbian and Blackberry

  14. standards>next - mobile • Smart phones dominated by Windows, Symbian and Blackberry

  15. standards>next - mobile • Then in June 2007, this happened.

  16. standards>next - mobile • Then in June 2007, this happened.

  17. standards>next - mobile • Listen – I know the smartphone wasn’t born with the iPhone

  18. standards>next - mobile • Listen – I know the smartphone wasn’t born with the iPhone • I and many others have been using smartphones for years

  19. standards>next - mobile • Listen – I know the smartphone wasn’t born with the iPhone • I and many others have been using smartphones for years • We’ve also been getting frustrated by their interfaces

  20. standards>next - mobile • Listen – I know the smartphone wasn’t born with the iPhone • I and many others have been using smartphones for years • We’ve also been getting frustrated by their interfaces • And when we stopped willing death on the device in our hands, we got frustrated again – by the web, via mobile

  21. standards>next - mobile • But it didn’t matter than the whole experience was terrible

  22. standards>next - mobile • But it didn’t matter than the whole experience was terrible • We were geeks and power users

  23. standards>next - mobile • But it didn’t matter than the whole experience was terrible • We were geeks and power users • We accepted pain

  24. standards>next - mobile • But it didn’t matter than the whole experience was terrible • We were geeks and power users • We accepted pain • We got off on it confusing others

  25. standards>next - mobile • But it didn’t matter than the whole experience was terrible • We were geeks and power users • We accepted pain • We got off on it confusing others • You don’t need to pander to that kind of audience as a provider

  26. standards>next - mobile • But it didn’t matter than the whole experience was terrible • We were geeks and power users • We accepted pain • We got off on it confusing others • You don’t need to pander to that kind of audience as a provider • This is how Blackberry came to dominate

  27. standards>next - mobile • But it didn’t matter than the whole experience was terrible • We were geeks and power users • We accepted pain • We got off on it confusing others • You don’t need to pander to that kind of audience as a provider • This is how Blackberry came to dominate • And many would argue why they’re struggling now!

  28. standards>next - mobile • So….this

  29. standards>next - mobile • Not the first smartphone

  30. standards>next - mobile • Not the first smartphone • Not the first icon-based User Interface

  31. standards>next - mobile • Not the first smartphone • Not the first icon-based User Interface • It was the first phone to make smart phones desirable

  32. standards>next - mobile • Not the first smartphone • Not the first icon-based User Interface • It was the first phone to make smart phones desirable • Appealing design

  33. standards>next - mobile • Not the first smartphone • Not the first icon-based User Interface • It was the first phone to make smart phones desirable • Appealing design • Aspirational brand

  34. standards>next - mobile • Not the first smartphone • Not the first icon-based User Interface • It was the first phone to make smart phones desirable • Appealing design • Aspirational brand • Focus on user interaction and experience

  35. standards>next - mobile • Competition quickly sprang up

  36. standards>next - mobile • Suddenly, smartphones are mass market

  37. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users

  38. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users • Joe Public is now your audience

  39. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users • Joe Public is now your audience • Joe Public comes with:

  40. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users • Joe Public is now your audience • Joe Public comes with: • Littlegeekery

  41. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users • Joe Public is now your audience • Joe Public comes with: • Littlegeekery • No time or patience to learn geekery

  42. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users • Joe Public is now your audience • Joe Public comes with: • Littlegeekery • No time or patience to learn geekery • No time or patience for anything

  43. standards>next - mobile • Suddenly, smartphones are mass market • No longer geeks and power users • Joe Public is now your audience • Joe Public comes with: • Littlegeekery • No time or patience to learn geekery • No time or patience for anything • It also means your audience just grew - massively

  44. standards>next - mobile • Houston, we have a problem.

  45. standards>next - mobile • In 2007, the digital industry knows pretty much nothing about mobile

  46. standards>next - mobile • In 2007, the digital industry knows pretty much nothing about mobile • It’s still a fad to many, and will remain so for years

  47. standards>next - mobile • In 2007, the digital industry knows pretty much nothing about mobile • It’s still a fad to many, and will remain so for years • Mostly a western belief – 3rd World have long embraced mobile, as they have no option

  48. standards>next - mobile • In 2007, the digital industry knows pretty much nothing about mobile • It’s still a fad to many, and will remain so for years • Mostly a western belief – 3rd World have long embraced mobile, as they have no option • Facebook and Gemalto released an SMS based facebook App in Feb 2011 using functionality built into GSM in the 90s

  49. standards>next - mobile • In 2007, the digital industry knows pretty much nothing about mobile • It’s still a fad to many, and will remain so for years • Mostly a western belief – 3rd World have long embraced mobile, as they have no option • Facebook and Gemalto released an SMS based facebook App in Feb 2011 using functionality built into GSM in the 90s • So why are we so far behind?

  50. standards>next - mobile • Simple, really.