Mobile Challenges and Opportunities — Kaiser Permanente

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Mobile Opportunities and Challenges Jason Grigsby • @grigs jason@cloudfour.com • cloudfour.com http://www.ﬂickr.com/photos/lukew/7382743430

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•Obama ’08 iPhone App •Cloud Four •Mobile Portland •Future Friendly •Head First Mobile Web

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Follow along @grigs_talks Slides at: bit.ly/grigs-kp After event: @grigs http://www.ﬂickr.com/photos/stevegarﬁeld/4247757731/

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Got email from this guy... http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

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Mobile is Disruptive Technology http://www.ﬂickr.com/photos/talkephotography/4523849236/ Creative Commons BY-NC-SA 2.0

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10 20 30 40 50 60 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch Subscribers (MM) iPhone + iTouch NTT docomo i-mode AOL Netscape iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users First 20 Quarters Since Launch Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~39MM netbooks have shipped in first eight quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research. Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 9 Quarters After Launch Desktop Internet AOL* v 2.0 Launched 9/94 Mobile Internet NTT docomo i-mode Launched 6/99 Mobile Internet iPhone + iTouch Launched 6/07 ~57MM ~25MM ~7MM Desktop Internet Netscape* Launched 12/94 ~11MM 26 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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http://www.opera.com/smw/ 20 000 000 40 000 000 60 000 000 80 000 000 100 000 000 2006 2007 2008 2009 2010 Total page views (Opera Mini) Data transfer (Opera Mini) Last month we had 52 billion page views. That is Reddit, times 52. Last month Opera Mini transferred 804 million megabytes of data. That is approx. 10 times the amount of data found in the online collection of the U.S. Library of Congress. January 2011: 90.368.678 + 15 million using Opera Mobile Unique Opera Mini users Graphic: Tom Byermoen // Opera Software Opera Mini is available for more than 3000 different mobile phone models

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5.9 Billion Mobile phone for nearly everyone on the planet. Flickr photo by Pingnews: http://www.ﬂickr.com/photos/pingnews/370061022/

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Technology Cycles - Wealth Creation / Destruction New Companies Often Win Big in New Cycles While Incumbents Often Falter Mainframe Computing 1960s Personal Computing 1980s Desktop Internet Computing 1990s Mobile Internet Computing 2000s Mini Computing 1970s New Winners New Winners New Winners New Winners Note: Winners from 1950s to 1980s based on Fortune 500 rankings (revenue-based), desktop Internet winners based on wealth created from 1995 to respective peak market capitalizations. Source: FactSet, Fortune, Morgan Stanley Research. Microsoft Cisco Intel Apple Oracle EMC Dell Compaq Google AOL eBay Yahoo! Yahoo! Japan Amazon.com Tencent Alibaba Baidu Rakuten Digital Equipment Data General HP Prime Computervision Wang Labs IBM NCR Control Data Sperry Honeywell Burroughs 16 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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http://www.ﬂickr.com/photos/76074333@N00/317952268/ | http://futuristmovie.com Creative Commons BY-NC-SA 2.0

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ME NEED IPHONE APP. http://www.ﬂickr.com/photos/corbett3000/2327165138/in/set-72157604094629546/

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2008 We must have an iPhone App!

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2009 We must have an Android App!

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2010 We must have an iPad App!

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2011 We must have a...

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Upcoming Zombie Apocalypse of Devices

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More devices every day

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Short Run Problem is Mobile Phones

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Long Run Problem Content & Services Car sketch: http://www.ﬂickr.com/photos/cloppy/5081768461/ HTML HTML HTML HTML HTML HTML HTML HTML NATIVE NATIVE NATIVE

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Flickr photo by .Hessam: http://www.ﬂickr.com/photos/essamo/1070527547/ Fragmentation: This is what the web is supposed to solve.

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Find a single report that doesn’t show exponential growth for mobile web. CHALLENGE:

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3% 2% 12% 18% 22% 43% Android Symbian iPhone Blackberry Bada Windows/Others Q2 2011 Smartphone Market Share (Gartner) Phones currently shipping WebKit in blue (97%). WebKit & HTML5: Dominant Mobile Platform By contrast, 10 smartphone operating systems.

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http://www.ﬂickr.com/photos/hi-phi/54828371 Native vs Web

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Email Gallery Free Email Templates Email Marketing Companies Submit Advertise Here Advertise Here Column Type of Email Type of Business Color POPULARITY RESET Hyundai USA Newsletter 3 Alertful Newsletter 2 Divine Chocolate Newsletter 2 Does your company send email to customers? http://www.email-gallery.com

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Does your company participate in social media? http://www.ﬂickr.com/photos/intersectionconsulting/5177773774/

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Links don’t open apps http://www.ﬂickr.com/photos/mattimattila/4001221570/

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Why are we ﬁghting? http://www.ﬂickr.com/photos/jeff-bauche/2230236391/sizes/o/

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Major Brands Using Combo of Web and Native

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Even Apple uses embedded webviews

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Six Common Reasons for Native Apps Performance Oﬄine Mode Findability Device Attributes Monetization Experience Flickr photo by John Wardell (Netinho): http://www.ﬂickr.com/photo_zoom.gne?id=760902403&size=l

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http://www.ﬂickr.com/photos/silipo/378476114/ 21% of Google’s largest advertisers have mobile web sites. Only

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http://www.ﬂickr.com/photos/silipo/378476114/ 21% of Google’s largest advertisers have mobile web sites. Only Why?

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How do you deliver the right HTML, CSS and JavaScript to browsers?

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Original Resized K Saved % Saved Holmes 34.7K 8.1K 26.6K 76.6% Watson 39.0K 8.4K 30.6K 78.4% Mycroft 30.5K 6.7K 23.8K 78.0% Moriarty 43.4K 8.2K 35.2K 81.1% Adler 26.0K 6.6K 19.4K 74.6% Winter 34.7K 7.8K 26.9K 77.5% Total 208.3K 45.8K 162.5K 78.0% Media Queries Hide Problems

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9% 4% 21% 38% 4% 25% Mobile is Larger Same Size Less than 10% Savings 11 to 50% Savings 51% to 100% Savings Greater than 100% Savings Where are the Mobile First RWDs? 106 sites from mediaqueri.es tested http://blog.cloudfour.com/where-are-the-mobile-ﬁrst-responsive-web-designs/

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http://www.slideshare.net/guypod/performance-implications-of-mobile-design 3% 11% 86% Same size A bit smaller Much smaller Guy Podjarny repeated the experiment a year later. 347 sites from mediaqueri.es tested A bit smaller = 50%-90% the size Much smaller = <50% the size

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http://www.thefoxisblack.com/2012/10/02/the-design-thinking-behind-the-new-disney-com/

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http://www.ﬂickr.com/photos/beautyredeﬁned/2643858323/

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http://www.ﬂickr.com/photos/puuikibeach/3654517679

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Performance?

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http://www.akamai.com/dl/whitepapers/ecommerce_website_perf_wp.pdf

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http://velocityconf.com/velocity2009/public/schedule/detail/7709 Shopzilla improves load time 5 seconds

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http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf

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Most responsive web designs are…

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Time to pen another fool’s gold post? http://www.ﬂickr.com/photos/myklroventine/3400040943/

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https://twitter.com/scottjehl/status/243025352069349377

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http://www.ﬂickr.com/photos/auyongcheemeng/95769332/ Build Mobile First Responsive Designs

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http://www.ﬂickr.com/photos/localcelebrity/4831362933/ Diﬀerent than Mobile First Design eory

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http://bradfrostweb.com/blog/web/mobile-ﬁrst-responsive-web-design/ Mobile First Responsive Web Design

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http://www.ﬂickr.com/photos/theroadisthegoal/372137752/

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http://www.ﬂickr.com/photos/quinnanya/4599750124/ Mobile doesn’t mean taking things away.

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How Do I Add an RSS Feed to My RSS Reader? Don’t Skip Core Functionality

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1024 x 768: Still No Way to Add RSS

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It’s fairly certain that the highest-value use will stay predominantly on desktop. —Jakob Nielsen http://www.ﬂickr.com/photos/dplanet/82899080/

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Most complex tasks have vastly better user experience on the desktop and thus will be performed there. I'm talking anything from researching your next car purchase to learning about a new medical condition (and its associated pharmaceuticals) to managing your investment portfolio. Yes, you might enter a stock trade with your broker's mobile app, but you'll research new mutual funds on the desktop. —Jakob Nielsen

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But if there’s one thing I’ve learned in observing people on their mobile devices, it’s that they’ll do anything on mobile if they have the need. Write long emails? Check. Manage complex sets of information? Check. And the list goes on. If people want to do it, they’ll do it on mobile - especially when it’s their only or most convenient option. —Luke Wroblewski lukew.com/ﬀ/entry.asp?1333 http://www.ﬂickr.com/photos/emmacox/6095336904/

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http://www.ﬂickr.com/photos/brunauto/5062644167/ Our vision of mobile context is often wrong.

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80% during misc downtime 76% while waiting in lines 62% while watching TV 69% for point of sale research http://www.ﬂickr.com/photos/missmeng/5327470961

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TMI: 39% use phone on the toilet.

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Yes, we can’t know the mobile context. http://www.ﬂickr.com/photos/timcaynes/158599960/

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But that doesn’t mean mobile isn’t unique and powerful. http://www.ﬂickr.com/photos/sparktography/2485147794/

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Mobile as the 7th Mass Media?

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1. Printing press http://www.ﬂickr.com/photos/buschap/3917984966/

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2. Recordings http://www.ﬂickr.com/photos/taviona/278461610/

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3. Cinema http://www.ﬂickr.com/photos/m4tik/4687194723/

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4. Radio http://www.ﬂickr.com/photos/kt/249301268/

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5. Television http://www.ﬂickr.com/photos/simon_aughton/2178768452/

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6. Internet http://www.ﬂickr.com/photos/lecates/454787692/

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7. Mobile http://www.ﬂickr.com/photos/djwudi/382030798/

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Mobile’s Eight Unique Abilities http://www.ﬂickr.com/photos/pedestriantype/4789244416/

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http://www.ﬂickr.com/photos/fchouse/2829381653/ 1. PERSONAL 63% do not share phone

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2. PERMANENTLY CARRIED ~50% of US admit to sleeping with phone http://www.ﬂickr.com/photos/kk/3615287378/

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3. ALWAYS ON http://www.ﬂickr.com/photos/gilderic/3517477267/

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4. BUILT-IN PAYMENT CHANNEL

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5. CREATIVE IMPULSE http://www.ﬂickr.com/photos/d_a_v_i_d_m_/246298437/

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http://www.ﬂickr.com/photos/memotions/259656126/ 6. ACCURATE MEASUREMENT

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http://www.ﬂickr.com/photos/mythoto/1234638761/ 7. SOCIAL CONTEXT

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8. AUGMENTED REALITY http://issuu.com/mkparsley/docs/ikea

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Mobile is the most borg-like technology we’ve ever seen

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Inspiring http://www.ﬂickr.com/photos/asphericlens/5661878892/

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320 px Too much focus on the smaller screen.

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Why do we need to look at our phones to get directions? One vibration for left. Two for right. http://www.ﬂickr.com/photos/williamhook/4225307113

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Old saying in mobile: Asia is two years ahead… http://www.ﬂickr.com/photos/romainguy/3673700251/

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of Europe which is two years ahead… http://www.ﬂickr.com/photos/djou/2079730487

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of the United States. http://www.ﬂickr.com/photos/davearquati/459024208/

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“My impression is that there was no computers anymore. Only tablets and phones.” “Some Apple devices, but not that much. Most of the smartphones are Samsung and HTC phones (no surprise here), but also a *lot* of feature phones and not-that-smart-phones (old smart phones). ”

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http://www.ﬂickr.com/photos/acaben/541334636/ e Post-PC Era Didn’t Start with the iPad

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It started in Asia with mobile phones and spread to developing countries. http://www.ﬂickr.com/photos/jamesjustin/3914923307

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Africa has more in common with Asia than Asia does with the United States. http://www.ﬂickr.com/photos/ict4d/3068105816/

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slideshare.net/CMSummit/ms-internet-trends060710final

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nytimes.com/2011/04/18/technology/18mobile.html anks Steve Souders!

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nytimes.com/2011/04/18/technology/18mobile.html anks Steve Souders!

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20% of Kenya’s GDP sent through mobile banking. http://www.ﬂickr.com/photos/kiwanja/3169447879

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Mobile is the most important technology since the printing press. http://www.ﬂickr.com/photos/rhadley/3527304106/

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UN urging more mobile for developing countries.

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A 2005 London Business School study found that for every additional 10 mobile phones per 100 people in a developing country, GDP rises by 0.5%. http://www.guardian.co.uk/technology/2011/jul/24/mobile-phones-africa-micro nance-farming

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Saﬀron uprising

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Cellscope puts microscopes in remote areas.

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According to California-based mobile-banking innovator Carol Realini, executive chairman of Obopay: “Africa is the Silicon Valley of banking. e future of banking is being de ned here… It’s going to change the world.” http://www.guardian.co.uk/technology/2011/jul/24/mobile-phones-africa-micro nance-farming

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http://www.ﬂickr.com/photos/whiteafrican/2888960873

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And really, is the United States that diﬀerent? Or is the story simply not being told? http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only

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Understanding mobile as the primary and sometimes only device… http://www.ﬂickr.com/photos/e4a-2030/5106562313

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is diﬃcult when we spend so much time on our PCs. http://www.ﬂickr.com/photos/goobi/4021009835/

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Word Lens

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A9 Flow Powered by Amazon

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Polar Rose. Bought by Apple.

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27 • Location detection: GPS, WiFi, cell towers • Orientation: direction from a digital compass • Device positioning & motion: from an accelerometer • Audio: input from a microphone; output to speaker • Video & image: capture/input from a camera • Device connections: through Bluetooth between devices • Proximity: device closeness to physical objects • Ambient Light: light/dark environment awareness • RFID reader: identify & track objects with broadcasted identifiers • Multi-touch sensors • Haptic feedback: “feel” different surfaces on a screen • Biometrics: retinal, fingerprint, etc. • Push: real-time notifications “instant” to user Sensor Capabilities We’re just scratching the surface of what these sensors can do. Highly recommend Luke Wroblewski’s First Person User Experience Presentation at http://www.lukew.com/presos/preso.asp?21

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We look at mobile as a small screen version of the our computers… http://www.ﬂickr.com/photos/bendodson/3367856091

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when we should be looking at mobile as so much more. http://www.ﬂickr.com/photos/whiteafrican/3401121885