My presentation at MWG congress

1. Hello..

2. I am a pioneer
Pioneer in Retail
Pioneer in Mobile Networks
Pioneer in Mobile Phone Distribution
Pioneer in Mobile Social Networking
Pioneer in Mobile Networking Events
Pioneer in Mobile Services
Pioneer in Contextual Services startup

3. 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

4. We are
Mobile Service Architects

5. 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

6. 1. EXPERIMENT

7. Personal Opinion
applicable to mobile market

8. Do not experiment!!!

9. What is your intention?

10. 2. OUR MOBILE INTENTIONS

11. ING Wegwijzer
World’s first commercial Mobile Augmented Reality service

12. NOS Mobiel
Next level “On Device Media Portal”

13. Olympics -Beijing
World’s most advanced Mobile experience of the Olympics

14. Voedingscentrum
National outdoor campaign with QR codes

15. World’s largest Mobile Monday
(350+ participants per event)
Mobile Monday Amsterdam

16. 3. THE MOBILE REVOLUTION
Some of my findings at the edge of mobile

17. 1992

18. 2000
2008
1992
communication mobile internet contextual services

19. Contextual Services
=
Adaptive Services Designed
around your situation.

20. Making services relevant
Here and now!

21. Personal Mobile Context

22. Activities
(what)
Environment
Social
(who)
Spatio -
Temporal
(where/when)
Mental
Physiological
People nearby
Buddyfinder
Weather
Rain prediction
NFC / RFID
Roomware
Navigation
Track & Trace
Geofencing
Me
Virtual
me
Emomapping
Social Networks
Flickr comments
(Social Backchannel)
Accelerometer
Nokia Sportstracker
Stepcounter
Heartrate
Education
Beliefs
Experiences
Twitter
Presence
Agenda
Personal Mobile Context

23. Change in Context triggers
mobile usage
State A State B
=

24. ♥! ?
Mobile happens around the
“!”, the “?” and the ”♥“
Knowing what
you want
Sharing &
Communicating
Needing help

25. http://www.flickr.com/photos/skyshanghai/2400793508/
!♥
?

26. Getting ready
for battle
Feasting,
Sexing &
Primping
Returning back
to Camp
Protecting yourself
from the future
7.00 9.00 17.00 22.00 0.00
Rituals & Mobile moments
Inspired by BBDO

27. Getting ready
for battle
Feasting,
Sexing &
Primping
Returning back
to Camp
Protecting yourself
from the future
Check Check Check Check Check
7.00 9.00 17.00 22.00 0.00
Rituals & Mobile moments
Inspired by BBDO

28. zcapes
situations are complex
A certain situation exists of many elements: physical situation, social situation,
location, time, mood, environment, movement, activity

29. zcapes
situations connect us
Many people get in the same situations. Sharing a situation gets us closer to
eachother.

30. zcapes
situations involve multiple parties
Situations are often relevant for more than one party. Including: consumers, producers,
advertisers, eventorganizers, retailers, etc.

31. Prerequisites for a
contextual web:

32. 1.
Contextual Segmentation
of content

33. http://www.flickr.com/photos/zenzenok/12417299/
Can we imagine what information might be
relevant for someone stuck at an airport?

34. Can we imagine what information might be relevant
for someone going into the city at eleven?

35. Can we imagine what information might be relevant
for someone going into the city at eleven?
In the afternoon or at night?

36. Contextual Services
=
Adaptive Services Designed
around your situation.

39. 2.
Services designed
for the individual

40. 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.

41. Fragmentation,
fragmentation
and fragmentation
(many small services relevant for small groups of people in certain situations)

42. 4. OUR ANSWER

43. zcapesPicture: Marco Ophof
Zcapes is a mini blog platform
on your mobile. Anyone can
make a Zcape for free for any
object or event. Zcapes helps
you not to miss a thing.

44. Location searchActivity stream DWDD zcape

45. mwgcongres.zcapes.com

46. Raimo van der Klein
raimo@sprxmobile.com
www.sprxmobile.com
13th of February 2009
http://www.flickr.com/photos/parvenu/2477228814/sizes/o/
SMS “SPRXMWG [spatie] emailadres”
naar 2002