1. A bit (more) about context..
.. and need fulfillment

2. A bit (more) about context..
.. and need fulfillment
and a surprise announcement

3. But first...

4. 1992

5. 2008
2000
1992
communication mobile internet contextual services

6. Contextual Services
=
Adaptive Services Designed
around your situation.

7. Three reasons why NOW:
1. People Centric World
2. Information Overload
3. Dynamic Context

8. Facebook Citizen Journalism
NoLogo
Space Media
Sao Paolo 2nd Life Wikipedia YouTube
Recommendations
People take control
Social lending
Etsy
Co-creation
Crafting Word of Mouth
Production Distribution
Customization Crowdsourcing Ebay Torrents

9. Push Programs Pull Platforms
Demand can be anticipated Demand is highly uncertain
Top down design Emergent design
Centralized control Decentralized initiative
Procedural Modular
Tightly coupled Loosely coupled
Resource centric People centric
Participation restricted Participation open
Few participants Many diverse participants
Efficiency focus Innovation focus
Zero sum rewards Positive sum rewards
Extrinsic rewards dominate Intrinsic rewards dominate
John Hagel and John Seely Brown

10. It’s
about
people
hello
Timothy Schenck

11. Three reasons why NOW:
1. People Centric World
2. Information Overload
3. Dynamic Context

12. Information Overload
Timothy Schenck

13. Three reasons why NOW:
1. People Centric World
2. Information Overload
3. Dynamic Context

14. http://www.flickr.com/photos/moriza/126238642/sizes/o/

15. http://www.flickr.com/photos/pboguslawski/2343069505/sizes/o/

16. http://www.flickr.com/photos/happyaslarry/2258568311/sizes/l/

17. So what is this
Personal Mobile Context?

18. Weather
Personal Mobile Context Twitter
Presence People nearby
Rain prediction
Agenda Buddyfinder
NFC / RFID
Activities Social
Environment
(what) (who)
Roomware
Navigation
Geofencing
Geo Spatial Mental Emomapping
(where/when)
Virtual
Me Physiological
me
Education Social Networks
Beliefs Accelerometer Flickr comments
Experiences Nokia Sportstracker (Social Backchannel)
Stepcounter
Heartrate

19. Change in Context triggers
mobile usage
State A State B
=

20. Rituals & Mobile moments
Feasting,
Getting ready Sexing & Returning back Protecting yourself
for battle Primping to Camp from the future
7.00 9.00 17.00 22.00 0.00
Inspired by BBDO

21. Rituals & Mobile moments
Check Check Check Check Check
Feasting,
Getting ready Sexing & Returning back Protecting yourself
for battle Primping to Camp from the future
7.00 9.00 17.00 22.00 0.00
Inspired by BBDO

22. Consequence of Context:
Changed ways in Need Fulfillment

23. She is in a hotel in Amsterdam...
...but “where” is she really??
http://www.flickr.com/photos/75998848@N00/318439881/sizes/l/

24. Can we imagine what information might be
relevant for someone stuck at an airport?
http://www.flickr.com/photos/zenzenok/12417299/

25. Fulfillment process
.
context specific need relevant information
PHYSICAL VIRTUAL
WORLD WORLD

26. Fulfillment process
Now
Get your fulfillment
‘ smart’ tools
.
context specific need relevant information
PHYSICAL VIRTUAL
WORLD WORLD

27. Fulfillment process
Now
Get your fulfillment
‘ smart’ tools
.
context specific need relevant information
PHYSICAL
Future VIRTUAL
Automated fulfillment
WORLD ‘ smart’ tools
WORLD

28. Fulfillment process
Now
Get your fulfillment
‘ smart’ tools
.
Next
Contextual marketplaces
context specific need relevant information
PHYSICAL
Future VIRTUAL
Automated fulfillment
WORLD ‘ smart’ tools
WORLD

29. Contextual Marketplace
There is more between
Physical and Virtual

30. We need to Hunt & Gather

31. Certainty and Uncertainty

32. Serendipity and
Predictability

33. Variety and Structure

34. Create ‘views’ of our
world which are
particulary relevant
for people in specific
situations.
http://www.flickr.com/photos/justinlim/2571877311/sizes/l/

36. Announcement

37. www.zcapes.com

38. zcapes
www.zcapes.com

40. Thank You