mTrends - mobile media lifestyle trends - m-trends.org

I wanted to write this article before summer but workload took me until now to take some time to write some of my insights on this interesting subject, so here we go…

Up to now, most people in the industry used the bluetooth marketing term to name advertising and marketing campaigns made using Bluetooth on mobile phones. Before entering the real ubiquitous marketing era, I think the time is right to start using proximity marketing to define the new era we’re entering to start using more then just bluetooth for mobile marketing campaigns.

Wi-Fi, RFID, Ultra-Wideband (UWB), and Near Field Communication (NFC) will soon be used to send multimedia content to your mobile phone, together with other ubiquitous devices, supposing you want it of course. As of now, the mobile phone is the best positioned device for mobile marketing campaigns for it’s multifunctional use and it’s market penetration.

Let’s start what it’s all about with the definition at Wikipedia:

“Proximity marketing is the localised wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. Distribution may be via a traditional localised broadcast, or more commonly is specifically targeted to devices known to be in a particular area.”

I would like to introduce you to qr-codes first since I’m sure they will become an inevitable part in the coming months/years of proximity marketing campaigns. Mobile barcode scanning, which is ubiquitous in Japan and Korea using technology, has never been introduced on a big scale outside of these countries. Japanese consumers are used to “clicking” on physical objects by reading special consumer barcodes. In US and Europe those campaigns are ready now to emerge…

For nitwits, using qr-codes with a mobile phone works like this: it works by reading a two-dimensional barcode called a “tag” that contains a URL Internet address. The user “scans” or clicks on the tag using their mobile camera phone running a qr-code reader software. The software decodes the URL automatically and delivers the user to the appropriate content. Metadata can be send additionally to know more about the user’s phone model, location, etc. This is essential to send back the right multimedia content to be displayed correctly to the user’s phone, whatever model he might use.

Most known qr-code companies are Shotcode and Semacode, check also Smartpox, Scanbuy and TagIt but I’m not going to focus on these companies and their products now. What interests me is the fact that big brands start using the available tools around, see also Shotcode’s latest Coca Cola Mexico launches 40 million Sprite bottles campaign.

Some other blogger collegues like Charlie have been writing on the subject, Yasmine who launched her inspiring neo-nomad - my body is a hypertext summer last year, and Kelly who wrote on qr-codes in America. I have been writing or reporting on proximity (bluetooth) marketing campaigns in advertising, politics, music/entertainment and sport.

In theory, it’s all about connecting the web (the platform) with the physical world through devices with the mobile as an obvious choice for users to compare and browse product catalogues, use recommender systems to discover and share opinions with other users. For the ones having browsed the mobile web, qr-codes are a great solution B2C solution to make this happen within the reach of one click + it combines triggering contextually relevant information, correctly displayed for the user with a business model that makes sense for the operators, brand advertisers, technology and service companies in-between…

The twist however to use qr-codes is that they need to be scanned and decoded, thus need a client software to be installed on the mobile. A Swiss company named Kaywa is simplifying the process with a public qr-code generator but also needs a reader to be downloaded to the phone. My guess is that as long as the qr-code client readers don’t get bundled on popular phone series with the big mobile device manufacturers, qr-codes have little chance to go mass-market just yet, retailers will need professional encoders and readers, adapted and compatible with their current systems before they will use it in their stores. Following the discussion on Bluetooth Marketing Revisited from Carlo last week, I agree with him and Tom that most campaigns have really poor usability and user experiences to now but there is some new stuff coming up…

Meanwhile here in Spain, brand advertisers and agencies are looking for new ways to create more compelling proximity marketing campaigns.

One of the tech companies, called Daem Interactive provides image recognition technology to identify the advertisements photographed by users and sends back related multimedia contents. The photographed pictures can be send to an MMS short code to trigger a URL, no decoder needed here - it could actually to send back a qr-code, but I think this is a different and much more fun way for the user to participate and attractive to create innovative marketing campaigns. I have been sceptical about the MMS-use but this seems to be finally solved by the operators now, so this opens a lot of new possibilities and perspectives. Check the picture below:

1. A user takes a picture of an advert and sends it via MMS or e-mail (works for all camera phones!)
2. Datacenter receives the image and the advert is recognized
3. Related multimedia contents are sent back to the user, the user receives the multimedia contents including: applications, ring-tones, video, games, screensavers..etc (example from Daem Interactive)

Another Spanish startup, called Futurlink is taking the challenge to take proximity marketing to it’s next level. FuturLink is a high-tech company oriented to develop and innovate wireless products and applications to interact with mobile phones in the proximity, using short range radio technologies like Bluetooth, Wi-Fi, NFC, RFID or UWB. They developed access points that allow companies and public organizations to interact with the mobile phones of their customers within the company premises, and now also in shopping malls… All that tech in one box, get the picture?

Both companies will be presenting their latest stuff at next Mobile Monday Barcelona. Stay tuned!

(qr-code image above left by Semacode)

Analysis, augmented reality, barcode, Bluetooth, daem interactive, futurlink, image recognition, mobile 2.0, Mobile Advertising, Mobile Apps, Mobile Content, mobile marketing, Mobile Monday, Near Field Communication, NFC, Proximity Marketing, qr code, QR codes, rfid, ubiquitous, ubiquitous marketing, Ultra Wideband, usability, UWB, Viral, wi fi

Sometimes one discovers blogs like rare pearls, usually not very known, a bit tucked away between the feeds of our information forest, yet often refreshing, thought-provoking, and stimulating our mobility senses. I stumbled a couple of times upon Yasmine’s blog while “re-searching” on augmented reality and mobility subjects.

I got intrigued by her “my body is a hypertext” and her takes on home + mobility baring in mind her multicultural background. I leave the discovery pleasure for you to learn about her explorations, meanwhile discover something more about Yasmine in this Women in Mobile interview.

Yasmine Abbas, is a French DPLG architect and holds a Master of Science in Architecture Studies from the Massachusetts Institute of Technology, 2001. At MIT, she explored the spatial impact of new technologies. She is now a Doctor of Design from Harvard University Graduate School of Design (2006); at Harvard she focused on how neo-nomads reclaim a sense of belonging to places in the age of “multiple mobilities”. She founded neo-nomad, a digital platform dedicated to design and mobility in the digital world.

A neo-nomad herself, she carries “home” in two standard suitcases, each of 158cm (adding length, width, and height), and weighting 32kg maximum, as well as one additional carry on item of 55×40x20cm weighting a maximum of 10kg.

BACKGROUND / WORK

- Can you explain more about your work and background?

I am an architect, and a researcher. I am originally trained to build; yet building does not necessarily mean… partitioning. I have always been interested in the questions of ephemerality and mobility in architecture, ideas of flexibility and porous/extensible/flesh-like boundaries, the intersection between the digital and the physical; and all what that meant for the building environment. Long before I studied nomads, and came across the Plug-in Cities, Walking Cities and Instant City Airship projects of Archigram (1964, 1964, 1968), I had read Italo Calvino’s Invisible Cities (1974) which I find rather close in terms of philosophy. I started experimenting with my design looking at theater machinery—mechanical mobility, and social mobility. Later at MIT, I explored Intelligent Kinetic Systems, in designing responsive structures (building models with Lego sensors and motors that we had to program—small programming). Because I am a cultural hybrid, and because I have lived in different countries, and traveled a fair amount, I understand “building” as something different than producing rigid walls, or backdrops for projections. At Harvard I have been working on neo-nomads, digitally geared travelers and how they dwell-in. Recreating a sense of home in any space that looks like a hotel room is a matter of relations between people, objects and spaces. These relations are clearly a matter of habits, and usages. For that matter, I have developed acute “soft” skills and a method of analysis, what I call ethNOMOgraphy (from the Greek root “Nomos” which means nomad) because it involves doing ethnography while on the move through “moblogging” and “hypertexting.” I have also suggested scenarios of usage like the HOmeTEL which explores the remote spatial appropriation of a hotel room, using digital means.

- Are you more social, business or technical oriented?

So far and in order of interest the social orientation has come first, then business, and technical. However, to me, an understanding of the three is critical because if everyone has a role to play in a multidisciplinary environment (to share a strong orientation), being able to communicate within the workplace or to any other actor of public change is even more important. I can say that my background is an asset because everything, from social to physics can inspire architects, and we learn very early to work together to build for people and understand contemporary demands. I am myself particularly interested in today’s everyday and how people mark their territory, which has shrunk beyond skin in the age of the Internet and ubiquitous computing… Design (and we are responsible for designing far more than objects or architecture; when coming up with the iPod for example, Apple, envisioned a new life style; it is a total revolution) must address the fact that the contemporary is a “moving target” (to use the words of a scholar I have worked for); thus design has also to do to with the notion of “what is essential” in life… now—and paradoxically what will stay essential across time; hence my focus on people, the everyday, technology, the multiple mobilities (mental, physical and digital) and nomads, because of their acute sense of adaptation and their understanding of what is necessary to carry; what is home when on the move.

I am in fact calling for a design responsibility! I am questioning for example the building of traditional office towers (often environmentally hazardous) as a workplace when work practices have changed: people work from home, consult abroad, work in teams of specialist localized in different countries… Another example… what is the shape of the library of the future when Google collaborate with prestigious schools to produce a digital library? My work on neo-nomad, the digitally geared individuals, synthesizes these observations by observing “hypertextual” practices, social (as Francois Ascher has noted), but also spatial. We have to think about people throughout all the processes of design and development.

- What brought/brings you into mobile?

What brought me to mobile is trying to understand this very human need for wanting to be grounded, and how people were actually doing it in this age of multiple mobilities that we are building… Always asking… if there is one thing that you would take with you, what would it be, and why? I think we are entering a post-consumerist society. We are going beyond the threshold of the technology craze. We actually can reflect on the applications and use them wisely. More and more people rent and use cars (they share public goods) only when they need it, and are used to changing places, spaces, collecting places, tags and information. Interestingly, one of my research points develops the fact that the digital (paradoxically) relates to the bio~ (body/biology/ecosystem/organism) as neo-nomads use responsive objects, spaces, technology and services… when they need it. Understanding where all this leads, how all this happens involves other skills and methods of inquiry than purely technical ones. My interest in mobile also comes from the observation that we have always wanted a freedom/flexibility of movements, though for sure we are bound to t he infrastructure we build for it.

DIGITAL LIFESTYLE

- How does mobile technological progress influences your daily routine in your work?

I have realized also how much I could pack efficiently, if I could store digitally all my paper work. I still need to keep physical administrative documents. Really… it is piling… I don’t like stuff. That is what digital nomadology does to me.

In terms of travel, I like being stress-free… booking ahead of time, my iPod to “tune-out” (said one of my interviewees; Harvard Doctor of Design Research), being able to connect or just linger (I have my habits), observing, doing my field work, and maybe “moblogging”. I like to disconnect as well, but I am an Internet junkie and it is hard to quit. My Blog has been an essential research tool. It enables me to collect links, moments (situations), formulate my thoughts, publish my work, and connect with researchers in the same field. If I don’t debate ideas with them over blog comments, we often do pursue that through e-mails. I don’t mind sharing my ideas with people, leaving them on open-source, but not many are careful at acknowledging from where they come from.

- Which tools you use to publish, blog or moblog your work? Which applications and services do you use regularely on your phone? Would you use your device to interact with other machines?

I would be happy if I did not have to carry a cellphone, an iPod, a digital camera, an umbrella? , my numerous transportation tickets, ID and bank/store cards… A hybrid phone… My cellphone IS my purse (that is an interesting integrated design challenge!). So you just swipe your bag to go through gates. The advantage of a bag as opposed to a tattoo (see my body is a hypertext project) or a chip under your skin is that the former can be put aside. I like the idea of being able to disconnect… well… to still have a little control, however illusionary, over unwanted intrusions. I would download mp3 on my phone, and maybe text or e-mail, share them with my friends. I would like to get the latest NOKIA… but apparently, even if I purchase it, it wouldn’t be used at its very best here in the USA, because of the infrastructure! Not that I like advertising for this or that brand, but I have experienced the comfortable usability of their product long time ago… Isn’t it also interesting to think how the notion of territoriality shifts with the digital?

- Would you download mp3 tunes on your phone? Share them with friends? Any thoughts on DRM?

In terms of Digital Restriction Management… people expect being able to get information. So companies owe to give a minimum.

- What about Mobile TV?

I like too much observing people for watching movies or programs while on the move, immobile in a moving train. Yet I recall that summer inviting friends over for diner in the backyard, hanging white sheets, a mobile computer plugged to a projector and speakers. Someone in the yard nearby shouted “you are the best neighbors ever”! So I guess, Mobile TV, if it can allow their usability/spatial extensions for times of rest in any spatial setting, without having to carry much…

GEEK STUFF

- What about Web 2.0? Do you use it? What does it mean to you? Does/will these evolutions influence mobile technology?

Web 2.0 is an evolution not a revolution. I found the pattern normal, the result of observations, reflection and usability studies. I REALLY like tagging.

- What are your favourite mobile user-generated content projects?

Del-icio-us, flickr, wikipedia… always amazed by the quantity of information we give because we like sharing, or maybe just because we like to be heard. I haven’t developed content for wikipedia yet.

I envisage scenarios of usage, and assess their validity through interview processes and observations. I post them on my blog. I would like more reactions from my peers. I look forward to develop some of these scenario with… geeks Collaboration is the key!

- MoSoSo + wi-fi + urban networks =

the way to personalize the city, and mark your territory, territory which can overlap with other ones… nomad-2.0 I believe. It is also for me “biological” and “frugal” ways to think about the city (notions developed in my Doctor of Design thesis, 2006) as I said earlier as we use services and share information when we need it. It is like being able to see at once where selected things happen (parking spots for example), in a personal grow-shrinking territory. I think we have always wanted that… seeing many things and happening in different places at once.

FUTURE OF MOBILE

- How do you see the future of mobile?

It certainly leads to the making of ecologic spaces and communities based on individual choices.

- What do you think about the Fixed-Mobile-Internet convergence?

It is bound to be. Mobility also includes the time of stopping. So it is a matter of balance, between what to carry and the infrastructure.

- 3G vs. Wi-Fi?

I don’t think it matters for users, as long as his reception signal doesn’t break out. Swapping should be allowed!

- What differences do you see of mobile use in USA – Europe - Asia?

Can people work together?

- What is gonna be the next *big thing* in mobile?

HOmeTELs

- The next mobile trend(s)?

High-res.-photo-video-mp3-cellphone… and well designed; an iPod-like fetish gear, but maybe an object that can be personalized before fabrication.

PERSONAL FAVORITES

- Who inspires you professionally?

The everyday, people. Edith Ackermann, my mentor and friend.

- Your favorite mobile technology blog?

So many! They are listed on my blog neo-nomad.
- Your favorite moblog?

Here: neo-nomad.kaywa.com/look/no-title-13.html … because it relates to the integrated design challenge of designing a cellphone-purse.

- Who else could you recommend to be interviewed next?

Edith!

- Anything else you would like to add? Something the big players are missing?

People…

Picture Yasmine by © Liesbeth De Fossé

architecture, art, augmented reality, collaborative approach, contemporary art, design, design strategy, digital technology, digital urban neo nomads, Ethnography, Experience Design, fashion, home, ipod, materiality, Mobile Lifestyle, mobility, Moblog, neo nomads, neonomads, nokia, ubiquitous computing, usability, usability testing, user behavior research, visual art, visualization, women+mobile, Women in Mobile, womeninmobile