Universal Mobile Interface – UMI We are in very interesting times in the evolution of the mobile phone. The mobile phone has changed all our lives substantially with voice and messaging services but are we now seeing the next wave making the mobile essential for also other services? For long the mobile has been predicted to become much more of a multimedia device. This has not really happened and the disappointments have been many. Some claim that the barriers are now gone unleashing the true potential of mobile internet services. Is this really the case, what is really needed and what development can be expected? This blogg will discuss these issues in general and the concept of the Universal Mobile Interface, UMI, in particular.

1. Universal Mobile Interface
A key concept for unleashing the mobile internet
Universal Mobile Interface:
A key concept for unleashing the mobile internet
Martin Vendel, PhD
Bo Karlson, PhD
SICS Seminar February 18 2009

2. Universal Mobile Interface
A key concept for unleashing the mobile internet
World Economic forum Davos 2009
Mark Zuckerberg from World Economic forum Davos 2009
SICS Seminar February 18 2009

3. Universal Mobile Interface
A key concept for unleashing the mobile internet
In other words
 One Universal Mobile Interface (UMI)
 Look and feel is the same regardless of handset, platform, network or carrier.
SICS Seminar February 18 2009

4. Universal Mobile Interface
A key concept for unleashing the mobile internet
Mobile Internet Services
 Potential to be the main access point to
Internet
– Mobile phones far outnumber PCs
– Always on and accompanying the end user
– Personal
 Have not lived up to expectations
 Underlying barriers gradually removed
– High resolution color screens
– Data speed
– Price plans
 Trends are positive – but often slow or
isolated
– Increased usage
– iPhone
SICS Seminar February 18 2009

5. Universal Mobile Interface
A key concept for unleashing the mobile internet
Unmet needs
 Content Provider
 End User
– An easily managed and controlled
– A user-friendly window to Internet,
mobile extension with the
“owned” and controlled by me and
possibility to reach all
with all my content
This is what the web/PC delivers today regarding Internet services.
This is however not the case for the mobile. Is not then the answer to just copy the
computer browser solution to the mobile? No, the mobile requires something else.
SICS Seminar February 18 2009

6. Universal Mobile Interface
A key concept for unleashing the mobile internet
Present limitations and barriers
 Limitations
– Small screen
– No full size key board, if any
 Barriers
– A number of different OS
– Different versions of enabling software
(Java)
– Difficulties to switch between
applications and run them in parallel
– Phone settings
– Strategies of operators: Pricing, walled
garden approaches
– Strategies of device manufacturers
SICS Seminar February 18 2009

7. Universal Mobile Interface
A key concept for unleashing the mobile internet
Approaches to overcome barriers
Application
Software Horizontal approach
(Java) (Google, Yahoo, Squace, MSN)
Operating Vertical approach
system (imode, iPhone, Blackberry)
Hardware
Number of devices
SICS Seminar February 18 2009

8. Universal Mobile Interface
A key concept for unleashing the mobile internet
Unmet needs
 End User  Content Provider
– A user-friendly window to Internet – An easily managed and controlled
“owned” and controlled by me and mobile extension with the
with all my content possibility to reach all
Unser-friendly Easily managed and controlled
Take phone limitations into account (no key board Automatically generated mobile content based on
and small screen), applications can work together, existing web content or very easy to create
easy to get started, “master client” mobile content, “master client”
Owned by me Mobile extension
Client/server based and independent of device Build upon existing web solutions with simple
and operator integration
Controlled by me Reach all
Personalization and full selection of applications Client/server based and independent of device
and operator
All my content
All of the web available (long tail) in mobile format
as well as what I myself create
SICS Seminar February 18 2009

9. Universal Mobile Interface
A key concept for unleashing the mobile internet
Solution to meet needs
 Client/server (master) client solution
 Enable long-tail in mobile format
 Main Internet services interface for all
types of server based services such as
contacts, mail, messaging, VoIP, social
networks etc.
 Additional effects
– Viral potential
SICS Seminar February 18 2009

10. Universal Mobile Interface
A key concept for unleashing the mobile internet
Horizontal approaches
UMI Universal
Contact books
Mobile Interface
(Zyb)
(Squace)
Degree of personalization
Mobile browsers Content portals
(Opera Mini) (Yahoo)
Service richness
SICS Seminar February 18 2009

11. Universal Mobile Interface
A key concept for unleashing the mobile internet
Key considerations when choosing mobile marketing platform
WEB WAP Own client App UMI
User Experience ! ! ! ! !
No download ! ! ! ! !
Look & feel ! ! ! ! !
Own development avoided ! ! ! ! !
Initial Cost ! ! ! ! !
Operational Cost ! ! ! ! !
Flexibility ! ! ! ! !
Time to market ! ! ! ! !
Addressable market ! ! ! ! !
Distribution efficiency ! ! ! ! !
SICS Seminar February 18 2009

12. Universal Mobile Interface
A key concept for unleashing the mobile internet
UI or API? No: a UMI!
 To overcome the barriers of Internet usage
over the mobile, a holistic approach to the
problem is needed
 UMI concept is such an approach including
both the UI and API perspectives as they are
part of the same question
 UMI is an “over the top” horizontal solution
overcoming present issues with mobile OS etc.
 UMI is compared to other horizontal
approaches an open platform for all content
and applications meeting both end user and
CP needs
SICS Seminar February 18 2009

13. Universal Mobile Interface
A key concept for unleashing the mobile internet
UMI checklist
! Operator independent ! No typing of URL needed
! Devices independent ! Can act as the main Internet
services interface
! Full personalization of
Internet link collection ! Viral distribution capabilites
! All Internet available ! Simple down loading
! Including and intergrated to ! Freeware
messaging
! Very easy to create and
! Possibility to import contacts distribute content
and mail from other
! Support content provider
applications
business models
! Universal payment solution
! Graphically adjusted to a
small screen
SICS Seminar February 18 2009

14. Universal Mobile Interface
A key concept for unleashing the mobile internet
Universal Mobile Interface, UMI:
A key concept for unleashing the mobile internet
http://universalmobileinterface.wordpress.com
SICS Seminar February 18 2009