1. 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
3. 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
6. 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
7. APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi
8. APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi
9. APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi
10. APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi
11. APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi
12. APPLICATIONS FOR VISITORS
• Mobile social media
• For check‐ins
• For status updates
• For cheap calls
• For great pics
• For (free) WiFi
13. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
14. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
15. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
16. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
17. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
18. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
19. APPLICATIONS FOR VISITORS
• Mobile city guides
• For flights info
• For guide book
• For historic info
• For user reviews
• For travel planning
• For great coffee
20. APPLICATIONS FOR VISITORS
• Mobile event guides
• For festivals
• For business events
• For concerts
21. APPLICATIONS FOR VISITORS
• Mobile event guides
• For festivals
• For business events
• For concerts
22. APPLICATIONS FOR VISITORS
• Mobile event guides
• For festivals
• For business events
• For concerts
23. APPLICATIONS FOR VISITORS
• Mobile event guides
• For festivals
• For business events
• For concerts
24. APPLICATIONS FOR VISITORS
• Mobile tools
• For currency converting
• For running
• For cultural knowledge
25. APPLICATIONS FOR VISITORS
• Mobile tools
• For currency converting
• For running
• For cultural knowledge
26. APPLICATIONS FOR VISITORS
• Mobile tools
• For currency converting
• For running
• For cultural knowledge
27. APPLICATIONS FOR VISITORS
• Mobile tools
• For currency converting
• For running
• For cultural knowledge
31. 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%
33. 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%
35. PARTLY FINANCED BY
• Danish Commerce‐ og
BACKGROUND
THE PROJECT Construction Authority –
THE PARTNERS
Program for Userdriven
EVENTS & MOBILE MEDIA
POSSIBILITIES Innovation
CHALLENGES
USER‐DRIVEN INNOVATION
• 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
36. PARTNERS
• Wonderful Copenhagen
BACKGROUND
THE PROJECT
THE PARTNERS
• Little Big Ideas
EVENTS & MOBILE MEDIA • Copenhagen University
POSSIBILITIES
CHALLENGES • Aalborg University
USER‐DRIVEN INNOVATION
USER STUDIES • Crossroads Copenhagen
THE EVENTS • (MobilePeople)
COP15
CPH FASHION WEEK
37. 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
38. 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
39. COP15 & COPENHAGEN FASHION WEEK
• Two major events –
BACKGROUND
THE PROJECT different but similar
THE PARTNERS
EVENTS & MOBILE MEDIA
• 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
42. 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
43. 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
44. COP15: CONTENT
• Crazy!
• Four different elements
• COP15
• ClimateForum09
• Cultural program
• City guide
• Text and pictures – no
fancy functionalities
• Static data update
45. 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
46. COP15: DISTRIBUTION
• Crazy!
• Inferno of senders and
messages
• Action: Text ”COP15” or
go to CPHOPEN
• Business cards, posters,
websites, stations,
cultural program etc.
47. 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
48. 4 | USER STUDIES
STEFFEN JÖHNCKE
ANTROPOLOGISK ANALYSE
CAROLINE BORUP‐JØRGENSEN
ANTROPOLOGISK ANALYSE
LENE TOLSTRUP SØRENSEN
AALBORG UNIVERSITET
49. 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
52. 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
53. 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
54. 2. PARTICIPANT SURVEYS
• 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
55. 2. PARTICIPANT SURVEYS
• 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
56. 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
57. 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
67. CONCLUSIONS
• Applications and
BACKGROUND
THE PROJECT smartphones drive
THE PARTNERS
traffic
EVENTS & MOBILE MEDIA
POSSIBILITIES
CHALLENGES
• Limited usage of app
USER‐DRIVEN INNOVATION
after download
USER STUDIES
• Price is the greatest
THE EVENTS
COP15 barrier
CPH FASHION WEEK
69. FUTURE PERSPECTIVES
• COPENHAGEN APP
• MORE EVENT APPS
• SIMPLE MOBILE MEDIA
• SMARTPHONE GROWTH
• OTHER’S SUCCESS
• VARIETY OF APPS
• BUSINESS MODEL
• WIFI SPOTS
70. THANK YOU
Ole Kjaer Mansfeldt
okm@woco.dk
+45 3121 7407
LEGO
PHOTO
APP
73. WHY WE DO IT
• In the spirit of the
BACKGROUND
THE PROJECT project
THE PARTNERS
EVENTS & MOBILE MEDIA
• 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
74. WHAT IS THE IDEAS ABOUT
BACKGROUND
THE PROJECT
THE PARTNERS
• New functionalities
EVENTS & MOBILE MEDIA • New applications
POSSIBILITIES
CHALLENGES • New forms of content
USER‐DRIVEN INNOVATION
USER STUDIES
• New possibilities
THE EVENTS • New communication
COP15
CPH FASHION WEEK • New marketing
• New target groups
75. 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‐DRIVEN INNOVATION
USER STUDIES
• NO PATENT
THE EVENTS
COP15
CPH FASHION WEEK
76. HOW WE DO IT
• 3 MIN | GET AS MANY
BACKGROUND
THE PROJECT IDEAS AS POSSIBLE –
THE PARTNERS
INDIVIDUALLY
EVENTS & MOBILE MEDIA
POSSIBILITIES
CHALLENGES
• 12 MIN | DISCUSSING
USER‐DRIVEN INNOVATION
AND PRIORITISING
USER STUDIES IDEAS – TABLEWISE
THE EVENTS
COP15 • 12 MIN | PRESENTING
CPH FASHION WEEK
AND PITCHING OF IDEAS
– ALL
77. 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‐DRIVEN INNOVATION
USER STUDIES
• Supermarket shopping
THE EVENTS • Husholdningsapp.
COP15
CPH FASHION WEEK • I gadens navn /
Historien om huset
• Parkeringsapplikation