Consumer behaviour driving technology solutions Anssi Vanjoki Executive Vice President Nokia Telecommunications Forum TKK/HUT Espoo 07.10.2003
The world will be e-enabled and mobilized • Everything, that can be digitized will be digitized • The most advanced and most conservative industries meeting each other • New reality not understood by everybody • Digitalisation, convergence, globalization, individualization, socialization, virtualization
What’s going on out there? • Technology jargon decoded • Traditional media has a major distribution problem • Being fixed in time and place, it does not touch everyday lives • Mobility will fix the problem, but requires scalability • Mediaterminals • Instead of the media becoming mobile, people begin to use mobile services through the internet, which is always on, but how about user experience?
We aim at being the leader in mobility Vision Life goes mobile! Connecting people Mission Become the mobility leader of Strategic Intent the Converging Digital Industry
Mobility in 2010 Mobile business Visual Radio and Instant process services OTA music TV broadcast email Enterprise Music Solid state See What Information Camcorder I See services Advertainment Primary Imaging Media Presence Games Mode Rich mobile games Mobile multiplaying
In media consumption, television and radio are the kings – and mobile is not yet even recognized as one 10 9.4 hours 9.4 hours Internet 0.4h 8.5 hours 8.5 hours Internet 1.3h Internet 0.4h Internet 0.6h Print 1.9h 8 Media consumption, hours per day Print 1.1h Print 0.6h Print 1.9h Radio 6 Radio 2.0h 2.7h Radio 3.4h Radio 3.0h 4 Television Television 5.0h Television 4.5h 2 Television 3.8h 3.2h 0 USA Singapore Finland Finland, business users Source: Mediacom 2002, OMD Research 2001, Suomen Gallup 2002
Wider Media Definitions – New Media Broadcast Narrowcast New Mezo Macro Me Micro ‘Media’ Word of Mouth Newspapers Internet Mail Mobiles Radio e.mail Phone TV SMS CD/MP3 Fireside Cinema, Digital Camera magazines, Books Forum/BBS Personal Websites New Media, Internet and Mobile Phones has blurred traditional lines between ‘Broadcast’ and ‘Narrowcast’, allowing more experiences, interchange and control.
TWO TYPES OF ‘FUN’ • Consumers make a distinction between two types of 'Fun‘ in relation to entertainment. Fun I is active, stimulating and exciting, to escape from boredom. Fun II is more passive, relaxing and calming to escape from stress. People use Media and Entertainment alternately to create these moods. Younger identify more with Fun I and Older with Pleasant Fun II . +ve FUN I FUN II H e.g. Relaxed E e.g. Stimulated D Calm Maintenance Excited O N HIGH LOW I ARROUSAL ARROUSAL C T 'Telic State' O 'Paratelic State' N E e.g. Bored e.g. Stressed Unpleasant -ve Source: ‘Reversal Theory’, Michael Apter
Nokia N-Gage takes gaming to the next level … • Interactive Multiplayer Games • Online Services • Online add-ons • Anywhere & anytime • Unleashing Innovation
Intuitive services based on core applications drive the mobile platform adoption More end user delight True More mobile services Devices in service volumes usage Sales of devices Good core More applications More services by sales developers Attractive End user services delight More end user delight
Rich user experience drives content size explosion Typical content s izes Video clip 2500 MMS 2000 Email kB Web page 1500 xHTML page 1000 500 0 2001 2006 2011 Better technical quality, larger content entities (e.g. longer video clips), and totally new content types will lead into content size explosion.
Multiradio unites several worlds to a mobile terminal • Multiradio: cellular + any complementing radios • "One radio fits all" (3G cellular) will not happen because of maximum e2e performance needs, maximum data rate needs, and pricing Cellular world: Internet world: p2p communications WCDMA email, www & content WLAN elementary data services downloading "personal, "richest available cdma2000 trustworthy, content, browsing seamless global just for the fun of it" roaming" BT Broadcasting world: Proximity world: mass media local services RFID DVB-T TV personal area “CNN news, "local info, local Sugar Bowl commerce, cable on the road" replacement"
TRADITIONAL VS NEW MEDIA PAST PRESENT FUTURE Rational Rational Rational Wide choice More, Faster, Better Limited Choice Long-range/Global Merging of Mobiles & PC TV, radio, movies Instant access Multi-media combinations Newspapers & magazines Internet, email ‘All in one’ devices Cell phones Emotional Emotional More ‘face’/Word-of-mouth Emotional ‘The virtual world Slower pace/simple More mobile/spontaneous is the real world’ “Black & White” Faster, need to keep up Technology takes over More sharing of media More ‘colour’ Human hybrids “People would gather Greater choice Humans become lazy together to look at photos” But Loss of Privacy Less “informed” Complex – overload ‘Big Brother’ More planning Isolated (less spontaneous) Less personal contact Less taken for granted Dependent ‘Fireside’ values Rely on TV/mobile “too much”
Making the Mobile World Complementary Consumer Acce Content/Applications PC Core Access PSTN Traditional access DSL Powerful display Cable Digital TV Games Newspapers DTT Compelling DTH Voice Telephony In the living room Entertainment IP and DSL TV content synergy Media Video XML Magazines Content Wireless LAN Home Mobility Hi-fi Music Television Device Bluetooth E-mail Around the home Radio Powerful display 3G GPRS Mobile GSM Always with you Immediate Location sensitive
Mobile device trends Utilises PC and Takes the role as fixed-line the preferred Internet for centerpiece for complementary personal purposes content Performs Interacts with multiple tasks as multiple devices a life creating added management value and enrichment tool Ubicom
Evolution of wireless products and services Mediaterminals: • Seamless link to the Internet • Word processing • Network diary • Moving images • Information service • E-commerce
New Categories Driving the Market Change Entertainment Games & Music & Messaging Imaging Phone Imaging & Messaging & Browsing Media Phone Full browsing & Access to Media Communicator Full browsing & Corporate Data
EVOLVING RELATIONSHIPS Current and Consumers emerging devices • Memory functions and indispensable personal details increasingly transferred to Mobiles and PC (especially Phonebook/Contacts/Saved SMS messages/Precious links). • Devices are sources of contact information for maintaining relationships. • Hence loss of mobile device (or SIM) “real disaster” and source of anxiety.
Context value of knowledge and information Personal Personal "Wonder where "Wonder how my team Relevance Relevance the share price is played last night?" going?" I I need it need it "Wonder when will "Wonder where can I here and now. the next bus arrive?" here and now. get local currency?" Location Location Time Time "Wonder where is the nearest McDonalds?"
Consumer acceptance requirements of services • Convenient • Ubiquitous • Rechable • Secure • Customized • Localized • Spontaneous
Creating a Foundation for Explosive Growth Terminal growth vs. Infrastructure growth Creating Casual critical perceptio mass n of market penetration Fast take Market off phase Mass market readiness Time Improving functionality & Value proposition
The Vision Wireless Phone Becomes a Major Time and Location Media Channel based services
The Vision Wireless Phone Becomes a Major Location based services Media Channel Multimedia publications
The Vision Advertising Wireless Phone Becomes a Major Location based services Media Channel Multimedia publications
The Vision Advertising Wireless Phone Becomes a Major Location based services Media Channel Multimedia publications Life management
Mediaterminal will evolve to Personal Trusted Device • Mobile life enrichment device • Social competence requirement • Impulsive usage • The ultimate net-effect generator opening a new era of marketing efficiency • From passive audio device to mobile media consumption and common denominator of all media environments
Media goes mobile • Mediaterminal - THE media Mobile Media • Adding to the top of the media food-chain • Constant interactive relationship Outdoor • Traditional medias becoming complementary to the new mobile relationship media Print TV Direct Radio
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