Core concepts for content originators and providers. 1. What's all the fuss about? 2. Why is it confusing? 3. Core concepts. 4. Local direct interaction. 5. Keep it simple stupid !!

1. Mobile i-mode Forum
Core Concepts
for
Content Originators and Providers
Walter Adamson
VP Asia Pacific
i-mode Content Forum
Melbourne,
April 2005

2. Content
What's the fuss about?
Why is it confusing?
Core Concepts
Local Direct Interaction
Keep It Simple Stupid !
2

3. What is a phone?
Mobile communication
●
Do Communications over the Mobile network
Lifestyle Device
●
Interactive experience
●
Personalisation
●
3

4. Why the confusion?
Technobabble
●
3G, 4G, WiMax, 2.5G, GPRS, Java, Doja
Industry is “features-driven”
●
Need to come back to core concepts relevant to
content originators and providers
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5. Core Concept #1
A phone is a device for mobile communication:
Information +
Entertainment 1. Infotainment
2. Advertising
3. Business (Enterprise)
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6. Core Concept #2
A phone has three key assets:
Infotainment
3
2
Advertising
1
Business
Voice
Messaging
WWW
Current
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7. Core Concept #3
The phone is more powerful than your PC:
Intimate
●
Addictive
●
Viral
●
Relevant
●
Presence
●
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8. Core Concept #4
Think Integration + Community
Information ► Interaction ► Integration ► Involvement
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9. Core Concept #5
Think Global – Act Local
Intimate
+
Addictive Integration
Viral &
Relevant Community
Presence
What's all the fuss about?
M-O-N-E-Y !!
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10. Core Concept #6
Click to action.
The phone interface with voice, messaging and
web provides for powerful and unique interaction:
Click to phone Click to alert
Click to message Click to pay
Click to browse Click to personalise

11. Local direct interaction
“Local” includes:
Physically
●
Emotionally
●
Privately
●
Commercially
●
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12. Connecting directly
This add connects:
email
✔
website
✔
QR code
✔
Discount barcode
✔
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13. Carrier-independent access
This phone receives:
Cellular
●
Broadband WiFi at 54mbps
●
With seamless handover
●
Independent content channels:
Independent branded portals
●
Payment systems
●
Silk Mobile + Bango
●
WideRay, Jamdat
●
Content
eAccess-eMobile
●
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14. Contact
Walter Adamson
adamson@imodestrategy.com
m: 0403 345 632 Skype: walter
www.imodestrategy.com
Thanks to the
Australian Telecommunications CRC
for their support of the i-mode Content Forum
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