COP15 & CFW Mobile Media

PROGRAM MOBILE MONDAY
• 16.00‐16.50: COP15 &
BACKGROUND
THE PROJECT CFW mobile media
THE PARTNERS

EVENTS & MOBILE MEDIA
• 16.50‐17.10: CPH
POSSIBILITIES
CHALLENGES
Airport iPhone App
USER‐DRIVEN INNOVATION • 17.10‐17.30: Politiken
USER STUDIES
Mobile Travel Guides
THE EVENTS
COP15
CPH FASHION WEEK
• 17.30‐18.00: Userdriven
innovation
• 18.00‐19.00: Snacks,
drinks & networking

TODAY’S USERDRIVEN INNOVATION

AGENDA: COP15 & CFW MOBILE MEDIA
• The context
BACKGROUND
THE PROJECT
THE PARTNERS
• A short introduction
EVENTS & MOBILE MEDIA • The applications
POSSIBILITIES
CHALLENGES • User studies
USER‐DRIVEN INNOVATION
USER STUDIES • The applications (cont.)
THE EVENTS
COP15
CPH FASHION WEEK

MOBILE INFORMATION WILL COME
Would you be interested in mobile tourist information?

Yes 24%

Maybe 32%

No 32%

Do not know 12%

0%
10%
20%
30%
40%
50%

MOSTLY THANKS TO THE IPHONE
7.000.000.000
(FOR NOW)
6.000.000.000 5% of all downloaded apps
is related to travel & tourism
5.000.000.000 = 325 mio. downloaded apps

4.000.000.000

3.000.000.000

2.000.000.000

1.000.000.000

0
11.07‐08

14‐07‐08

11‐09‐08

22‐10‐08

05‐12‐08

16‐01‐09

17‐03‐09

23‐04‐09

14‐07‐09

11‐09‐09

04‐11‐09

05‐01‐10

08‐04‐10

29‐04‐10

07‐06‐10

01‐09‐10

APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi

• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee

• Mobile event guides
• For festivals
• For business events
• For concerts

• Mobile tools
• For currency converting
• For running
• For cultural knowledge

• Mobile booking
• For hotel boking

• Mobile booking
• For hotel booking

TEXTING & CALLING IS TOP 3
What do you use your mobile for when abroad?

For texting 61%
For incoming calls 51%
For outgoing calls 39%
For taking pictures 26%
For music / film 20%
I don't use my phone when abroad 17%
For browsing the Internet 12%
For emailing 9%
For road directions 9%
Other 1%

0%
20%
40%
60%

… BECAUSE OF PRICE
I limit my mobile usage when
abroad because of the cost

Agree 47%

Partly agree 29%

Neutral 7%

Partly disagree 4%

Disagree 3%

0%
20%
40%

MOBILE POTENTIAL W/ LOWER PRICES
Which of the following possibilities would you like to use

Road directions
58%
Q&A through texting 40%
Find general info 38%
Receive texts with info 32%
Book table, order taxi etc. 24%
Send postcard (MMS) 15%
Upload pictures 12%
Review experiences 12%
Chat with official 12%
Chat with tourists 11%
0%
20%
40%
60%

PARTLY FINANCED BY
• Danish Commerce‐ og
BACKGROUND
THE PROJECT Construction Authority –
THE PARTNERS
Program for Userdriven
POSSIBILITIES Innovation
CHALLENGES

• Has supported more
USER STUDIES
than 80 projects – total
THE EVENTS
COP15
budget of more than
CPH FASHION WEEK
270 mio. kr.
• Closed in 2010 –>
Fornyelsesfonden

PARTNERS
• Wonderful Copenhagen
BACKGROUND
THE PROJECT
THE PARTNERS
• Little Big Ideas
EVENTS & MOBILE MEDIA • Copenhagen University
POSSIBILITIES
CHALLENGES • Aalborg University
USER STUDIES • Crossroads Copenhagen
THE EVENTS • (MobilePeople)
COP15
CPH FASHION WEEK

PROJECT PURPOSE
• Prototype version of a
Wonderful Copenhagen
mobile media for event
Little Big Ideas
(Mobile People) visitors
Crossroads Copenhagen • Userdriven innovation
Aalborg University
Copenhagen University based on visitors and
COP15 organisers
Climate Forum
Copenhagen Fashion Week
• Innovative
Funded by:
Danish Enterprise &
functionalities and
Construction Authority
content

PROJECT TIMELINE
o SEP‐NOV 09: COP15 R&D
o Rsearch (workshops, in‐depth
interviews, desk research etc.)
o Development (defining,
programming etc.)
o DEC 09: COP15 LAUNCH
o Communication, user studies etc.
o JAN‐JUL 10: CFW R&D
o Research (workshops, userstudies,
user tests, desk research etc.)
o Development (defining, data
mgmt., programming etc.)
o AUG 10: CFW LAUNCH
o Communication, user studies etc.
o DEC 10: REPORT

COP15 & COPENHAGEN FASHION WEEK
• Two major events –
BACKGROUND
THE PROJECT different but similar
THE PARTNERS

• Similar
POSSIBILITIES
CHALLENGES • Many busy target groups
USER‐DRIVEN INNOVATION • Many organisers
USER STUDIES
• Not just a gadget
THE EVENTS
COP15
CPH FASHION WEEK
• Different
• Interest in Copenhagen
• Technology & access

FACTS ON EVENTS

BACKGROUND
THE PROJECT
THE PARTNERS

POSSIBILITIES
CHALLENGES

USER STUDIES

THE EVENTS
COP15
CPH FASHION WEEK

COP15: PROCESS
• Crazy!
• A lot of data challenges
• A lot of actors with a lot
of target groups ‐
• Lack of dedicated
partners
• Launch 2 days before
event

CFW: PROCESS
• Crazy!
• A lot of data challenges’
• A lot of actors with a lot
of target groups
• Very dedicated partner
with high ambitions
• Last minute decision on
Android
• Launch 2 days before
event

COP15: CONTENT
• Crazy!
• Four different elements
• COP15
• ClimateForum09
• Cultural program
• City guide
• Text and pictures – no
fancy functionalities
• Static data update

CFW: CONTENT
• A here and now version
of website content
• No focus on trade fairs –
but everything else
• Designers, shows,
parties, festival, video,
city guide etc.
• Look and feel of CFW

COP15: DISTRIBUTION
• Crazy!
• Inferno of senders and
messages
• Action: Text ”COP15” or
go to CPHOPEN
• Business cards, posters,
websites, stations,
cultural program etc.

CFW: DISTRIBUTION
• Late launch – but great!
• Action: Text ”CFW”, go
to ”cfw.com/app” or app
stores
• Business cards, posters,
websites, hotels,
program etc. – press and
social media
• But no presence on fairs

4 | USER STUDIES

STEFFEN JÖHNCKE
ANTROPOLOGISK ANALYSE

CAROLINE BORUP‐JØRGENSEN
ANTROPOLOGISK ANALYSE

LENE TOLSTRUP SØRENSEN
AALBORG UNIVERSITET

Challenges for user studies (1)
• Common challenge for user‐driven
innovation
Product End
developers user
• Challenge for ”Events and mobile media”

Product
developers User2:
User1: End users
Organisers

Challenges for user studies (2)
• Participants are ”event users” rather than
”application users” (how important is it for
them?)
• The event is not one thing, but a range of
things for different participants (and
organisers)
• Participants are ”here today, gone
tomorrow”

1. ORGANISER WORKSHOPS
• Purpose
• Understand event character and organiser
priorities
• Gain input to content and composition
• Approach
• Bring organisers together for interviews and
debate
• Learning
• Diverse events → Target all or few? And how?
• Different organisers →diﬀerent messages

2. PARTICIPANT SURVEYS
• Purpose
• Understand the event as a phenomenon
• Understand the expectations, practices and
priorities of event participants
• Understand how participants use – or don’t use
– and experience the mobile service in practice

• Approach
• 3 events
• 4 anthropologists
• A total of 796 Danish and international
participants
• Brief interviews, open‐ended conversations,
continuous interaction
• With and without mobile service

• Learnings
• Great diversity
• Focus on event →
• feasibility and usability rather than ’gadget’
• easy information
• inspiration to experience event
• not self‐expression
• Event organisers ↔ participants: Trust and
identification is central

3. USER TESTS
• In house
• ’Laboratory setting’ with potential users
• Existing screen shots / semi‐finalised version
• Learnings
• Potential users open to idea and layout
• Targeted testing of possible pittfalls in design

3. USER TESTS
• During event
• ’Natural’ event setting with current and
potential users
• Finalised version with topical knowledge
• Learnings
• Participants own choices
• Emotional responses
• Usability in event context

GENERAL LEARNINGS
• Strength of combination of methods: Depth
of use situation and context
• Importance of direct user response in natural
settings

5 | THE APPLICATIONS (cont.)

COP15: +1.000 USERS
Number of “unique” users

05‐12‐2009 62
06‐12‐2009 83
07‐12‐2009
08‐12‐2009 148
85
09‐12‐2009 87
10‐12‐2009 81
11‐12‐2009 89
12‐12‐2009 77
13‐12‐2009 63
14‐12‐2009
15‐12‐2009 111
55
16‐12‐2009 47
17‐12‐2009 41
18‐12‐2009 41
19‐12‐2009 14
20‐12‐2009 5
21‐12‐2009 6
0
50
100
150

CFW: +4,100 DOWNLOADS
Number of downloads

Android;
563; 14%

iPhone;
3541;
86%

COP15: HANDSETS

Others; 13%

T‐Mobile SDA ; iPhone; 30%
9%

BlackBerry; 9%

HTC; 11% Nokia; 15%

Sony Ericsson;
13%

CFW: +60,000 PAGE VIEWS
Number of page views
HTML;
Android;   4.080 ;
4.162 ; 7%
7%

iPhone;
51.874 ;
86%

CFW: IPHONEUSERS USE IT MORE
Page views per session

8
6,89
7
6
5,17
5
4,14
4
3
2
1
‐
iPhone Android HTML

COP15: CITY GUIDE MOST POPULAR

CO15; 31%

City guide;
44%

ClimateForum;
12%
Cultural
program; 13%

CFW: FASHION PHOTOS DRIVE TRAFFIC

Page views per menu
DESIGNERS 32%
SHOWS 18%
EVENTS 17%
CFF 13%
CFW.TV 9%
CITY GUIDE 7%
TRADE FAIRS 2%
SHOWROOMS 1%

0% 10% 20% 30% 40%

CONCLUSIONS
• Applications and
BACKGROUND
THE PROJECT smartphones drive
THE PARTNERS
traffic
POSSIBILITIES
CHALLENGES
• Limited usage of app
after download
USER STUDIES
• Price is the greatest
THE EVENTS
COP15 barrier
CPH FASHION WEEK

FUTURE PERSPECTIVES
• COPENHAGEN APP
• MORE EVENT APPS
• SIMPLE MOBILE MEDIA
• SMARTPHONE GROWTH
• OTHER’S SUCCESS
• VARIETY OF APPS
• BUSINESS MODEL
• WIFI SPOTS

THANK YOU
Ole Kjaer Mansfeldt
okm@woco.dk
+45 3121 7407

LEGO
PHOTO
APP

17.30‐18.00

USERDRIVEN INNOVATION

WHY WE DO IT
• In the spirit of the
BACKGROUND
THE PROJECT project
THE PARTNERS

• To test if we inspired
POSSIBILITIES
CHALLENGES
you
USER‐DRIVEN INNOVATION • To have professional
USER STUDIES
dialogue and
THE EVENTS
COP15 networking
CPH FASHION WEEK
• To look into the future

WHAT IS THE IDEAS ABOUT

BACKGROUND
THE PROJECT
THE PARTNERS
• New functionalities
EVENTS & MOBILE MEDIA • New applications
POSSIBILITIES
CHALLENGES • New forms of content
USER STUDIES
• New possibilities
THE EVENTS • New communication
COP15
CPH FASHION WEEK • New marketing
• New target groups

FOUR BASIC RULES

BACKGROUND
THE PROJECT
THE PARTNERS
• NO IDEA IS BAD
EVENTS & MOBILE MEDIA • NO IDEA IS IMPOSSIBLE
POSSIBILITIES
CHALLENGES • NO IDEA IS IRRELEVANT
USER STUDIES
• NO PATENT
THE EVENTS
COP15
CPH FASHION WEEK

HOW WE DO IT
• 3 MIN | GET AS MANY
BACKGROUND
THE PROJECT IDEAS AS POSSIBLE –
THE PARTNERS
INDIVIDUALLY
POSSIBILITIES
CHALLENGES
• 12 MIN | DISCUSSING
AND PRIORITISING
USER STUDIES IDEAS – TABLEWISE
THE EVENTS
COP15 • 12 MIN | PRESENTING
CPH FASHION WEEK
AND PITCHING OF IDEAS
– ALL

HOW WE DO IT
• Street art finder
BACKGROUND
THE PROJECT
THE PARTNERS
• Live‐baseret event guide
EVENTS & MOBILE MEDIA • Alt om naturen – App
POSSIBILITIES
CHALLENGES • Cph Treasure Hunt
USER STUDIES
• Supermarket shopping
THE EVENTS • Husholdningsapp.
COP15
CPH FASHION WEEK • I gadens navn /
Historien om huset
• Parkeringsapplikation

COP15 & CFW Mobile Media

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