Perfectly Portable, v2.0

Today's development environment is heavily focussed on "mobile first", but the long-term transition to this framework has been a challenging one. From mobile technology's first forays into web connectivity, user-friendliness and market shaping, Japanese mobile culture has without a doubt had a lasting influence on how we make our development and design decisions.

This expanded and updated version of her original Perfectly Portable talk traces the advent of the mobile first paradigm from its roots in the Japanese mobile revolution, through to the power within the country's changing topography of market end-users, and some of the current issues that face mobile development and design in both Japan and the West. How did Japan's early mobile connectivity set the pace and priorities for not only burgeoning technology, but also the incipient business models that would grow to dominate our tech culture? Has the advent of smartphones really evened the playing field?

Using feedback and questions from Perfectly Portable v1.0, new depth and dimension has been added, along with a look at the profile and impact of similar mobile-first test markets that are as key to development now, as Japan was (and still is).

Through the lens of cultural psychology, technological history, and market analytics we'll take a closer look at how and why our mobile web is inextricably linked to Japan.

Transcript

1. Jennifer Geacone-Cruz @anomiseditrix @LSGorg @Lingvist @Feeldco
2. Perfectly Portable 2.0 Japanese Mobile Culture Influencing the Front-End
3. ܞଳి࿩ɹ(keitai-denwa) @anomiseditrix
4. • Role of the mobile phone in Japan • Japan’s influence on mobile design & dev • Current Japanese mobile phone & web culture • The future of Japanese mobile web culture • Analogous mobile web markets @anomiseditrix
5. @anomiseditrix
6. “portable phone” ܞଳి࿩ɹ (keitai-denwa) @anomiseditrix
7. 95% mobile subscription rate (134.8 million subscribers)¹ Keitai Boom @anomiseditrix
8. 95% mobile subscription rate (134.8 million subscribers)¹ Keitai Boom 79.7% mobile internet users (107.5 million)² @anomiseditrix
9. 95% mobile subscription rate (134.8 million subscribers)¹ Keitai Boom 79.7% mobile internet users (107.5 million)² Mobile web access: 
 Japan > 2x USA³ @anomiseditrix
10. Back to the 90s Mobile Web History 101 • Finland 1996 • Nokia 9000, 9110, 9200 @anomiseditrix
11. Back to the 90s Mobile Web History 101 • 1999, NTT DoCoMo • CHTML, DML, WDML • ALP, TLP • i-mode button @anomiseditrix
12. Back to the 90s Mobile Web History 101 @anomiseditrix
13. Back to the 90s Mobile Web History 101 @anomiseditrix
14. Back to the 90s Mobile Web History 101 @anomiseditrix
15. People, Practices, Power “The Internet is not a system 
 floating ethereally above societies. 
 It is embedded in the concrete realities of 
 people, practices, and power.”⁴ Wellman & Haythornthwaite, The Internet of Everyday Life @anomiseditrix
16. People Average User Age 2000: 20-29 (44.7%m, 48.1%f)⁵ 2011: 25-34⁶ Fast adoption, Fast saturation Fastest growth: 5yo< @anomiseditrix
17. Practices Back to the 90s, again Mobile web most widespread At-home internet: Rare Most internet: work, school @anomiseditrix
18. Practices Ψϥέʔɹ(garakei) @anomiseditrix
19. Practices Daily mobile web access⁶ May 2001 JAPAN: 40 million
 USA: 4 million March 2003 Nearly 2x @anomiseditrix
20. Practices RFID mobile payment systems (FeliCa, Osaifu keitai) @anomiseditrix
21. Practices RFID mobile payment systems (FeliCa, Osaifu keitai) Mail magazine & microblogging @anomiseditrix
22. Practices RFID mobile payment systems (FeliCa, Osaifu keitai) Mail magazine & microblogging Streaming video and TV @anomiseditrix
23. Practices RFID mobile payment systems (FeliCa, Osaifu keitai) Mail magazine & microblogging Streaming video and TV Mobile-first approach @anomiseditrix
24. Practices RFID mobile payment systems (FeliCa, Osaifu keitai) QR Codes Mail magazine & microblogging Streaming video and TV Mobile-first approach @anomiseditrix
25. QR Codes • vCard to mobile marketing • Denso Wave 1994 • Auto industry production tagging • mobile tagging, hardlinking @anomiseditrix
26. Mobile First image mapping mobile access > desktop access priority to mobile bias towards text & blue linking Individual Identification Number (IIN cookie) @anomiseditrix
27. Power i-mode model is the model for the current 
 mobile business model • set-up for later app-centred technologies @anomiseditrix • emphasis on software and hardware development • charged for sent and received data • flat rate packages
28. Power • set the pace and direction for tech & business models @anomiseditrix • Mobile first, FIRST • faster mobile web development
29. εϚϗ (sumafo, smartphone) Future Now slow market penetration, fast adoption 2014: Fastest growing user segment 5yo ≥⁷ Case: iPhone vs Android @anomiseditrix
30. Mobile friendly has become the standard Takeaways Improve existing design/usability issues for desktop sites End to zombie sites? Compartmentalisation = homogeneity? @anomiseditrix
31. Puerto Rico (until last month) Other similar mobile climates 65% have home internet connection 97% cite their mobile phone as primary source of internet 160km E-W, 85km N-S, 3.5 million people @anomiseditrix
32. goo.gl/kKyZya How you can help @anomiseditrix
33. ͋Γ͕ͱ͏ɻ @fronteersconf, organisers, & volunteers @flaki @misprintedtype @jesslynnrose @hagenburger @jah_fish @Francescok
 @hagenburger @jakeadelstein @jeansnow @supasusa @glebmaltsev @atroyn 
 @bowyerchris @up_front @lingvist @feeldco
 and all my other friends, family, colleagues who have made this opportunity possible. 
 @anomiseditrix