Next Generation Devices for Next Generation Users

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Fjord's Olof Schybergson's presentation from Handelsblatt's conference on Strategy IT Management in Munich on January 25th 2011. Olof talks about how the age of new mobility is upon us and devices and platforms are changing, therefore organisations need to become more fluid and user solutions need to be elegantly simple to be successful. For more information on Fjord, visit www.fjordnet.com or follow us on twitter @fjord

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  • 1. Next generation devices fornext generation usersOlof Schybergson, CEO25th January 2011

2. Presentation contentCONTEXT New mobilityDevices and habits CONSIDERATIONSWalls and cloudsA fluid organisation KEYS TO SUCCESSElegant simplicityService designSlide 2 Fjord 2011 | Confidential 3. At Fjord we design world class digital servicesWe design digital services that transform businesses and help shape tomorrows world.Slide 3 Fjord 2011 | Confidential 4. Presentation contentCONTEXT New mobilityDevices and habits CONSIDERATIONSWalls and cloudsA fluid organisation KEYS TO SUCCESSElegant simplicityService designSlide 4 Fjord 2011 | Confidential 5. The three waves of mobility 1800 1990-2000Wave 1 Wave 2 Wave 3Migration from Africa Industrial revolution Todays age Break- Effective mass market Appropriate & tailoredthroughs Language, agricultureproduction solutionsKey skillsHandling tools Understanding technologyUnderstanding peopleSlide 5 Fjord 2011 | Confidential 6. Three epic digital battles in Wave 3 1990s2000s2010s?The deskThe pocket The sofaSlide 6 Fjord 2011 | Confidential 7. People want mobility!Slide 7 Fjord 2011 | Confidential 8. Different screens dominate at different times 7:00 AM8:02 AM 8:30 AMWake up, getDrink coffee, readDrive to work9:00 AMready news, check email Work day begins 12:00 PM Lunchtime, call a friend2:48 PM 6:40 PM Take a break,Dinnertime, watchbrowse phone 9:20 PMTV, browse tablet5:00 PMBedtime, set alarmWork day ends.clock for tomorrowDrive homeSlide 8 Fjord 2011 | Confidential 9. Denition of new mobility beyond the mobile phone1. Convergence of 3 mass media: TV, Internet, Mobile2. More connected devices everywhere3. Work & free time merge, consumerisation of work4. Liquid service experiences across time and devicesSlide 9 Fjord 2011 | Confidential 10. Presentation contentCONTEXTNew mobility Devices and habits CONSIDERATIONS Walls and clouds A fluid organisation KEYS TO SUCCESS Elegant simplicity Service designSlide 10 Fjord 2011 | Confidential 11. Devices reflect people (to self and to others)Projection by self Projection by othersSlide 11 Fjord 2011 | Confidential 12. Devices also change habits graph shows when people This version of the graph shows whenarticles on their computer. read people who own iPads read articles on their computer. and this is the corresponding graph for when people read articles on their iPad.Slide 12 Fjord 2011 | Confidential Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/ 13. Tablets are the new mobile frontierSlide 13 Fjord 2011 | Confidential 14. Key tradeoffs in device segmentationOne hand Two hand PocketBagSlide 14 Fjord 2011 | Confidential 15. There is also segmentation within tablets Multiple functions Single focus Apple iPad RIM PlayBook Ericssons Touchpad TV RemoteSlide 15 Fjord 2011 | ConfidentialAmazon Kindle 16. iPad adoption The perfect cross-generational bridge?Slide 16 Fjord 2011 | Confidential 17. People also want choiceSlide 17 Fjord 2011 | Confidential 18. the current solution is a flood of app storesSlide 18 Fjord 2011 | Confidential 19. More experienceFighting for timeshareSlide 19 Fjord 2011 | Confidential 20. Presentation contentCONTEXTNew mobility Devices and habitsCONSIDERATIONS Walls and clouds A fluid organisation KEYS TO SUCCESS Elegant simplicity Service designSlide 20 Fjord 2011 | Confidential 21. Theres no lack of cloud innovationSeveral companies haveannounced to introduceprivate cloud services Google Chrome OS will change how we think of a PCPogoplug your personal cloudattracted investment this yearEvernote and Dropbox offerclients for most platforms,essential for mobilitySlide 21 Fjord 2011 | Confidential 22. But what types of clouds do people want?Storing data is solved. Moving it is not. Smart caching and syncing are criticalData doesnt live in isolation anymoreMasheable clouds will be popularWe use several devices in lots of placesClouds should assume multiple devicesMany brands are unknown or mistrusted Trusted authentic cloud brands will win Slide 22 Fjord 2011 | Confidential 23. Presentation contentCONTEXTNew mobility Devices and habitsCONSIDERATIONS Walls and clouds A fluid organisation KEYS TO SUCCESS Elegant simplicity Service designSlide 23 Fjord 2011 | Confidential 24. We should stop obsessing about structureIts correct that companies can be destroyed by a lack of structure, and a lack ofaccountability can be a real problem.But structure itself is not the answer to the challenges of globalisation andhypercompetition. Company structure is merely a hygiene factor that should be kept assimple as possible.Slide 24 Fjord 2011 | Confidential 25. Tomorrows companies will be obsessed withCommunicationCollaborationSpeed FlexibilitySlide 25 Fjord 2011 | Confidential 26. Presentation contentCONTEXTNew mobility Devices and habitsCONSIDERATIONS Walls and clouds A fluid organisation KEYS TO SUCCESS Elegant simplicity Service designSlide 26 Fjord 2011 | Confidential 27. A universal design driver: Elegant simplicityThe traditional, dominant design forwrenches. Consistent for decades.The X-Beam offers a newdefinitive design for wrenches its simply infinitely better.Simply by having the two ends rotated 90 degrees, the grip is At Fjord we achieve similarimproved, offering 500% increase in surface contact area, and results with digital services.the wrench applies 25% more force. The X-Beam is alwaysElegant simplicity guideseasy to pick up from a flat surface.everything we do.Slide 27 Fjord 2011 | Confidential 28. 3 examples of elegantly simple digital solutions Netscape Navigator Apples Touch interfaceAmazon one-click buy A revolutionary, yet simple, digital An intuitive, responsive,Amazon innovated digital breakthrough in the 1990s. Theaesthetically pleasing interface purchasing on many fronts, but no- unified one window for browsinginnovation. The standard set bywhere more directly than with their helped create the behavior that made Apple in 2007 has completely one-click solution. It made buying the commercial web a success. Thetransformed the telecom industry,on line fast, easy and convenient, core navigation still remains in and has set a benchmark that isand helped make Amazon the modern browsers today. still hard for others to beat today. undisputed digital retail leader.Slide 28 Fjord 2011 | Confidential 29. Elegant simplicity is hard to achieveElegant? Maybe. Definitely not Simple? Yes. But not very simple. Form over function. elegant. Function over form.The challenge is to appeal to both heart (attraction) and mind (utility). Very few services do both well.Slide 29 Fjord 2011 | Confidential 30. Presentation contentCONTEXTNew mobility Devices and habitsCONSIDERATIONS Walls and clouds A fluid organisation KEYS TO SUCCESS Elegant simplicity Service designSlide 30 Fjord 2011 | Confidential 31. Service design a crucial approachThree broad, powerful trends make digital service design an important industry. InteractivityConvergence OmnipresenceMass medium WhenPrint 1500Recordings1890Cinema1910sRadio 1920sTV1950sInternet1990sMobile2000sTwo way response regardless of The convergence of TV, internet, Ubiquitous connectivity makes thetime and geography offers newand mobile enables new network smarter, more personaland better ways to interact, consumer behavior, and and more real-time, therebythereby driving new servicepersistent service delivery. creating opportunities for servicesparadigms to configure around user needs.Slide 31 Fjord 2011 | Confidential 32. In summary7 insightsCONTEXTThe age of new mobility is upon us New device categories change behaviour and project peoples personalities CONSIDERATIONSDistribution and timeshare is increasingly a challenge for service providers Cloud services have to be technically amazing but equally important is trust and great user experiences Fluid organisations KEYS TO SUCCESS Elegantly simple end user solutions Deployment of service design skillsSlide 32 Fjord 2011 | Confidential 33. Dening digitalolof@fjordnet.comFollow us on Twitter @fjordwww.fjordnet.com

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