posted on June 3rd, 2009 by Ralf |

June 1st we went to the 11th edition of Mobile Monday Amsterdam with the subject "Visions on Mobile". With such an amazing list of visionary speakers, it was a must for any mobilist to be there.

Mobile Monday Amsterdam 11 (Photo by Jöran Maaswinkel)

(Photo by Jöran Maaswinkel)

Next to the interesting talks there were some other fun things. CM announced a new product: Mobile Content Billing. Rudy de Waele had a competition where the audience had to submit their definition of Mobile 2.0 and the two best definitions could win a ticket for the Mobile 2.0 Europe event. My definition of mobile 2.0 was only mentioned :)

After the talks we had a few drinks and some interesting discussions with other mobile enthusiasts and professionals.

“Alan Moore - Social Marketing Intelligence”

The black gold of the 21st century

Alan talked about the power of social networks for brands. There is a lot of information available in social networks that brands can use to connect with the right audience with the right message. However, social networks are complex. Different people have different roles in the network of social networks. The three axis of information on people are social, behavior and demographic.  An interesting abbreviation he mentioned was CPRA (Cost Per Relevant Audience) which will be much more important than CPM.

For services to be successful they must be life simplifying, life enabling and/or navigational.

“Jamais Cascio - Mobile Intelligence”

Your brain’s future, mobilized

The first part of Jamais' presentation showed the power and possible dangers of augmented reality. Augmented reality will first be using the mobile phone as a lens to view the world augmented with relevant information. A little further in the future glasses will be used to view the augmented reality. Blocking things and people will be possible in the future when you don’t want to see them.

In the last part Jamais talked more generally about future drivers and how mankind reinvented itself again and again in the past and will in the future. Last but not least, the future is something we can influence, even only for a small part.

“Andrew Grill - This time… it’s personal”

How mobile challenges everything we thought we knew about advertising

Using old methods of advertising on a personal mobile device is not going to work. Advertising needs to be reinvented for mobility. Andrew talked about how users need and want to be in control of their mobile device. To give an idea of how important our mobile device is to us, he told that we notice a missing wallet within an average of 26 hours and a missing mobile device within 68 minutes.

 

This time it's personal!

This means giving choice to users. Brands need to think of new ways to target people effectively by using relevancy to increase conversion percentage and ROI. Mobile technology makes it possible to make advertising more measurable, so measure it!

Three P’s not to forget in mobile advertising: Permission, Privacy and Preference.

“Joseph Pine II - Infinite Possibility”

Multiverse

Joe Pine talked about a framework to position different forms of reality and virtuality. The talk was quite theoretical, but in my opinion this framework can easily be used to position your current product and explore ways to innovate and create new experiences.

 

Joseph Pine describes the multiverse framework

By using a 3d grid (time, space, matter) one can define 4 realities and 4 virtualities: Normal reality, augmented reality, alternative reality, warped reality, normal virtuality, mirrored virtuality, physical virtuality, augmented virtuality.

“Howard Rheingold - Smart Mobs”

Smart Mobs Revised

Howard is a remarkable person in his colorful jacket. I haven’t read the book Smart Mobs yet, so his presentation was still informational for me. Especially the large amount of examples that show the power of mobile communication is great to see, like getting thousands of people within minutes to protest at a government building. This power can be used positively (in developing countries for example) and negatively (for war and terrorism).

“Robert Rice - The future is calling”

Augmented Reality

Robert is one of the leading thinkers in augmented reality. He started his presentation with the text “Mobile is dead”. At least, that is what venture capitalists think he explains. However with Augmented Reality, mobile will be bigger than it has ever been.

Augmented reality will be a part of our life and have significant impact on society. The rate of adoption will speed up seriously when wearable displays are comfortable and trendy.

A lot of interfaces and displays are currently two dimensional. This is a little strange when living in a three dimensional world. Augmented Reality will create a three dimensional interface to a three dimensional reality.

Business in the augmented world will exist of micro-transactions, augmented virtual goods and advertising.

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