Enhancing user engagement on mobile devices
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Randall Arnold discusses enhancing user engagement on mobile devices by moving toward an open, mobilized feedback ecosystem. He argues that feedback experiences should be transparent, easy, consistent, full-circle, and promising. Arnold envisions a future where content, connectivity, and context come together in an integrated feedback loop that protects user privacy and security. This ecosystem would provide a foundation for developers, media companies, and gamers to gather user feedback and improve products.
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Enhancing user engagement on mobile devices
- 1. Randall Arnold with contributions from the Maemo and MeeGo communities ««««« Enhancing user engagementon mobile devices …moving toward an open, mobilized feedback ecosystem
- 3. community leader at maemo.org, 2 term council representative
- 5. let’s talk about feedback …people responding to surveys, rating items of interest, or commenting on products or service.
- 6. disconnected from the product or service we are rating… in time, space or both. feedback mechanisms are too often
- 8. easy
- 9. consistent
- 10. full-circle
- 11. promising
- 13. taken to an extreme, content and connectivity can drown us in choice …this number is expected to reach 35000000 petabytesby 2020 (IDC) digital data created worldwide
- 14. content connectivity CONTEXT “values relevant to your interests, mood, location and experiences, and often aligned with people close to you.” more usefulsearch results
- 15. …by 2015, “context will be as influential to mobile consumer services and relationships as search engines are to the Web” in 2010 Gartner, 13 January 2010
- 16. Google searches on mobile devices mobile device use in the home
- 17. the future is mobile
- 18. global mobile market growth smartphonesup 56.7% in 1Q 2010 over same period in 2009. Mobile phones up 21.7% (IDC) thousands of units by 2013, “mobile phones will overtake PCs as the most common Web access device worldwide.” Gartner, 13 January 2010
- 19. pulling it all together: Bob’s Diner 600 Sunnyside Street «««« 4 reviews 1 by a friend What will this mean for the user experience? “Local Eating” An online guide by Minna ««« 22 reviews 3 by friends
- 21. highly configurable by users
- 22. designed to easily share information BUT-
- 24. developer feedback:donations Flattr Obopay Paypal
- 25. rating items of interest Media survey data Applications, Videos, Images. Music, Podcasts Also: Points of interest, Events, etc Media repositories
- 26. Media survey data Game ratings Game Services Host(s) Gaming data Gaming Experience The mobile gamingexperience Gaming Achievements
- 27. (QA + media + gaming) x social network Media survey data Bug & crash reports Applications, Videos, Images. Music, Podcasts, Points of interest, Events, etc App test results Game ratings Media repositories QA data Developer Feedback Game Services Host(s) Flattr Obopay Paypal Gaming data Gaming Experience Donations Gaming Achievements Open social networks
- 28. what’s NEXT?
- 29. Your environment: Elevation 1000 meters Temperature 40° C Humidity 45% the sensorweb Your location: 555 Sunnyside Street Proceeding north at 5kph
- 30. Augmented reality 2011: $2 million in revenue 2014: $714 million projected Your environment: Elevation 1000 meters Temperature 40° C Humidity 45% Treasure! ‘ 600 Sunnyside Street …mostly in mobile gaming Your location: 555 Sunnyside Street Proceeding north at 5kph Juniper Research
- 31. ? connecting social networks
- 33. We need to cut through search result noise to get to what interests us
- 34. A mobile Internet is the future
- 35. We are more interested in the opinions of friends than strangers
- 37. Project Silk: web services
- 38. Ubuntu: Software Center (app management)
- 39. Gluon: open source gaming
- 40. MeeGo User Engagement Framework (MUEF) Project: MeeGo feedback metaproject
- 41. and others
- 42. A lot of talented developers and designers available out there!
- 44. Users: If you’re not offering feedback to content, software and service providers, you’re missing an opportunity to help define direction.
- 46. Randall Arnold | texrat@ovi.com | twitter: texrat maemo.org community council please provide feedback! MUEF: http://wiki.meego.com/MeeGo_User_Engagement_Framework_Project
Editor's Notes
- Introduction:This presentation will offer a rationale for an open, mobilized feedback ecosystem and show how critical such a thing will be to citizens of the near-future Internet.
- Introduction:
- Feedback ecosystem
- First, let’s talk about feedback.Which we will define as people responding to surveys, rating items of interest or commenting on products or service.(describe examples, such as song ratings, twitter retweets, diggs, Likes, American Idol SMS revenues (half billion USD in 2009), etc)
- But feedback mechanisms are too often disconnected from the product or service we are rating… in time, space or both.That tends to discourage participation.(describe application rating for Maemo)
- Content is what we’re searching for.Connectivity is needed to get us to that content…
- …but taken to an extreme, content and connectivity can drown us in choice.Current search results can be overwhelming enough already. In a growing Internet, how can we make sure we narrow discoveries down to what really interests us?Major driver: increasing camera resolution (larger images)For those interested: IDC’s “The Expanding Digital Universe” http://www.emc.com/collateral/analyst-reports/expanding-digital-idc-white-paper.pdf
- Context is the key. For purposes of this presentation we will define it as “values relevant to your interests, mood, location and experiences, and often aligned with people close to you.”The goal of including additional context in Search: cutting through millions of hits for more useful results.
- according to Gartner research, by 2015 “context will be as influential to mobile consumer services and relationships as search engines are to the Web” in 2010But what sort of contexts?Feedback is obviously one context we’re interested in… but so are inputs like location and proximity.
- Google is now realizing the power that mobility and locality have on electronic advertising. Paul Feng, product manager forGoogle’s mobile-ads group, sees a need to make changes to their online ad formats and says “we think of location as a hugely important signal.”And one-third of the Google searches on mobile devices “pertain to some aspect of the searcher’s local environment.”To underscore this, 60% of mobile web use is in the home.Recommendations from friends and family are the most common way people find apps, followed by general Internet search through an app store and online reviews.
- …this all combines to illustrate that the future is mobile.
- In the first quarter of 2010, the global smartphone market grew by 56.7%. In a downturned global economy. And that was twice the growth of standard mobile phones in the same period.That’s not the same picture for deskbound devices. Research group Gartner says that by 2013, “mobile phones will overtake PCs as the most common Web access device worldwide.”
- What will this mean for the user experience?People are using their handheld devices to tune into greater context of their surroundings. Another of those contexts is ratings. Restaurant and movie reviews combine with GPS to direct us to the night’s food and entertainment. Our social networks extend this to add friends who might be available. Their recommendations in fact would have significant value on our choices.So how do we make this possible? By fully mobilizing web services.(Point: Internet is still too heavy for mobile use)
- A viable open feedback ecosystem will need to be based on open standards. After all, friends and opportunities segregated by different garden walls aren’t easy to connect over the web.It needs to be highly configurable by users.It will also be designed to easily share information across different domains, in, through or around cloud networks.But at the same time, it will respect and be protective of user privacy wishes.
- Ref: MeeGo Backtrace Collection, Ubuntu Software Center
- Ref: current ratings opportunities
- Where is the mobile Steam? Xbox live?Ref: N-Gage failure, Gluon project, foursquare, SCVNGRGiven the huge market for gaming in general, combined with the transcendence of smartphones over PCs, whoever stands to make this work may well become the king of mobility.
- (QA + media + gaming) x social networkAt the center of the ecosystem, the user and his or her mobile device of choice, immersed in content. Connected over the air to a rich infrastructure of data stores, social networks and reporting solutions. Looking to special context to make discovery personal.
- And once the right pieces are in place, what’s next?
- The sensor webIt’s as much about input as it is feedback: every connected device is a potential provider of data– without user action (ie, automated foursquare)
- Augmented reality, especially when combined with Internet search, has the potential to make feedback more immediate and direct. Biggest driver according to Juniper research? Mobile gaming
- connecting social networksSocial networks tend to be closed. Diaspora wants to be open. How do we aggregate feedback and input across multiple networks, especially when many are closed? Does it start with something like CloudMQ, which advertises “Message Queuing as a Service”?What about Nokia’s “Instant Community”?
- So why do we need an open, mobilized feedback ecosystem?We want to be fully engaged in Internet activitiesWe need to cut through search result noise to get to what interests usA mobile Internet is the futureWe are more interested in the opinions of friends than strangersRatings, especially those by people we know and trust, will be the most crucial factor in helping us find what we’re looking for.Information wants to be free
- We believe that synergies between multiple projects offer a fresh means of getting the rubber onto the road.There are a great many talented developers and designers willing to work in this area, as Android’s rapid rise has shown. MeeGo intends to go even further toward open, upstream-oriented development.
- Content, Software and Service Providers: if you’re not gathering and using feedback from your customers, you’re giving power to your competitors.
- Users: if you’re not offering feedback to content, software and service providers, you’re missing an opportunity to help define direction.
- Presentation 101: always include at least one cheap thrill.It’s safe to say that this sort of experience significantly limits opportunities for direct feedback. So let’s fix that.
- Thank you!