The Box And Beyond
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Raimo van der Klein, May 2009
The Box and BeyondHow we step through boxed mediainto the world of Life Media Covergence
Raimo van der KleinSPRXmobile
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Retail
Vendex/KBB
HEMA
Creative
Nokia Mobile Phones
MarketingInnovation
KPN
Mobile Monday
SPRXmobileContext
Mobile NOS
Raimo van der Klein:
Augmented Reality
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The Team
Claire Boonstra - Managing Director Responsible for General Management and day to day
operations
Raimo van der Klein - Creative Director Responsible for Concept Development and creative &
design input.
Maarten Lens-FitzGerald - Marketing Director Responsible for Marketing, Communication and publishing
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© 2009 SPRXmobile
Content
MobieleGoals
Usecases
Define your mobile available content. (Research)
Define your short term and longterm mobile goals(Internal Interviews)
For which usecases would you like to design services? What fits your brand?
(Focus groups)
Content
MobieleGoals Usecases
Develop Concepts and Propositions. Don’t worry about technology yet..
Make a roadmap based on maturity and capability. Make choices.
Technology and platform choices
Partner selection
1 2 3 4Make a Service & Interaction Design for
your concepts.(scenario’s & customer journey’s)
Design mobile personas
1. Immersion & Intention
2. Concept & Design
3. Create & Build
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1. BOXED MEDIA2. THE MOBILE MEDIUM3. FUTURE OF MEDIA
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http://www.flickr.com/photos/butterflypsyche/2913481850/
1. BOXED MEDIA
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The Time is there...
BOXED MEDIAWe are breaking free from
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length
widthBox
Media contained in an isolated environment. Fixed in two dimensions (length X width). Main purpose of media is to consume it.
BOXED MEDIA?What is
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MEDIAhttp://www.flickr.com/photos/rdodson/3487265216/
physically contained..
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MEDIAhas been like this for centuries
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LIKE BOOKS
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TELEVISION
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NEWSPAPERSand magazines
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The personal
in all it’s formsCOMPUTER
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CINEMA
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the
phoneMOBILE
..in the early years
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are in the box shouldn’t we try to get them out of the box?
Even our
FRIENDS
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How do you recognizeboxed media?
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They show you something
SHINY
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lure They
you right in..
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ISOLATING YOUfrom the real world
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READING WATCHING SURFINGAnd all boxed media have their own verb..
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So how much do we spent in the box?TIME
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IDC: http://www.idc.com/getdoc.jsp?containerId=prUS21096308 http://www.flickr.com/photos/cheskywong/3196669438/
70.6hours / week
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You can’t put everything in the box!
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isolated ---> contextual
social
THE BOX
MEDIA
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The end of The Attention Gameis near. Timothy Schenck
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END CHAPTER 1
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http://www.flickr.com/photos/butterflypsyche/2913481850/
2. THE MOBILE MEDIUM
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Video: 4th screen
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COMMUNICATION CONTENT CONTEXT
?The 3 Era’s of Mobile
1992-2000 2000-2008 2008-????
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The 3rd Dimensionhttp://www.flickr.com/photos/altus/309451832/
CONTEXT =
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lengthwidth
dept
hTHE BOX
GIVING DEPTH TO
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http://www.flickr.com/photos/philipjbigg/2347439626/
INFORMATION OVERLOADCONTEXT significally reduces
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http://www.flickr.com/photos/philipjbigg/2347439626/
CONTEXT and shows only that what is relevant
HERE AND NOW
FILTERS!
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© 2009, SPRXmobile Confidential and Proprietory
MINIMUNIIf 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. http://www.flickr.com/photos/eggz/1446511138/
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© 2009, SPRXmobile Confidential and Proprietory
Activities(what)
EnvironmentSocial(who)
Spatio -Temporal(where/when)
Mental
Physiological
People nearbyBuddyfinderSocial Filters
WeatherRain predictionNFC / RFID
RoomwareNavigationTrack & TraceGeofencing
MeVirtual
me
Emomapping
Social NetworksFlickr comments(Social Backchannel)
AccelerometerNokia SportstrackerStepcounterHeartrate
EducationBeliefsExperiences
TwitterPresenceAgenda
Personal Mobile Context
© 2009, SPRXmobile Confidential and Proprietory
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MediaBox
ContentContent pipesbased on Interests
Overload
Static Contextwatching or reading, etc
MobileMedium
ServiceService pipesbased on Verbs
Dynamic ContextShopping, working, eating out
WasteRelevanceFiltered
FROM CONTENT TO CONTEXT
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Contextual Services are already all around you.Many times disguised as simple small services
RETAIL PEOPLE COUNTERAUTOMATIC DOOR
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http://www.flickr.com/photos/skyshanghai/2400793508/
ContextCommunication
Content
How will weuse contextual
services?
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COMMUNICATION 2.0Meanwhile communication changed too
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COMMUNICATION 2.0Beyond the network endpointsMaking conversations on top of the network. Open asynchronous conversations in new ways at new places
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Mobile medium
Networks of sensorsand devices
ContextualServices
Communication 2.0
Sensing, computing and communicating
Physical objectsin intelligentenvironments
Trusted personalsensing and
computing devices
Physical anddigital world fuse
LOCAL GLOBAL
Inspiration: Nokia Mobile Gateway
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Video: morph
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BUT
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http://www.flickr.com/photos/birdyboo/132439257/sizes/o/
WE ARE STILL IN THE BOX
I want out!
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MEDIA and LIFEDIFFERENTare still two sides of the window...
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END CHAPTER 2
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3. FUTURE OF MEDIAhttp://www.flickr.com/photos/andreassolberg/433734311/
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Slowly we are building bridges
QR CODE BARCODE MARKERS GPS RFID
to get us out of the box..
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LIFE MEDIA CONVERGENCE
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Pling Plong is a media player for stories and sounds, placed inside a pillow. It is designed for the home environment and is meant to stimulate children´s imagination and interest for books.
PLING PLONG
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GUI to XUIGraphical User Interface Experience User Interface
From
Instead of looking through the window we step through it! Media enriches LIFE EXPERIENCES. MEDIA EXPERIENCES in the box will become immersive.
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Mobile medium
Networks of sensorsand devices
ContextualServices
Communication 2.0
Sensing, computing and communicating
Physical objectsin intelligentenvironments
Trusted personalsensing and
computing devices
Physical anddigital world fuse
LOCAL GLOBAL
Inspiration: Nokia Mobile Gateway
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MixedReality
Networks of sensorsand devices
ContextualServices
Communication 2.0
Sensing, computing and communicating
Physical objectsin intelligentenvironments
Trusted personalsensing and
computing devices
Physical anddigital world fuse
LOCAL GLOBAL
Inspiration: Nokia Mobile Gateway
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or we lose... ;-)
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