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The next MEX is on 19th - 20th May 2010, WallaceSpace, London, UK | Register
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The MEX Manifesto 2007Each year the MEX team produces a new Manifesto to challenge the industry on the key mobile user experience issues for the next 12 months. We design each Manifesto to inspire and provoke the most creative thinkers in the mobile business, using a combination of metrics and insights. When we come together for our annual conference, all the speakers and everyone in attendance works together to respond directly to the Manifesto issues.Register your details with us and we'll send you a copy of future Manifestos as soon as they become available. If you'd like to suggest an issue for a future Manifesto, please contact us. Below is our 2008 Manifesto. You can also read our 2008 Manifesto and 2009 Manifesto. Day One, 2nd May 2007 08:30 ¦ Reception & networking areas
Registration & morning coffeeCheck-in at reception and grab some coffee before the conference starts.09:00 ¦ Conference room
Keynote: Cliff Crosbie, Global Director of Retail Marketing, Nokia
Manifesto statementUnderstanding users and delivering exceptional customer service is just as important a part of the mobile experience as the latest technology and the size of the marketing budget. It can be the key differentiator for a business. We think too much time and money is invested in getting products to market quickly rather than getting products to market effectively. Speaker's response I've spent most of my life creating and executing experiences at retail with the firm belief and knowledge that it makes a huge difference to a brand. Being close to your consumers is the number one priority to ensure you fill their needs in the best way. You do this through great experiences delivered by passionate, well trained teams of people. A phone is no longer just a phone and educating consumers in what's now possible and available to them is the key to moving the whole industry forward. I will address how we are looking at taking the whole consumer experience of buying a mobile device to a new level. Breakout discussion
Related research notes 10:45 ¦ Networking areas
Networking session & morning coffeeA chance to catch-up with other members of the MEX community and relax in a wide range of networking areas throughout the venue.11:15 ¦ Conference room
Keynote: Al Russell, Head of Mobile Internet & Content Services, Vodafone
Manifesto statementMobile devices are the natural choice for interacting with communities. Sharing experiences through your mobile device should be as simple as making a voice call. We think the success of user-generated content, social networking and community interaction through mobile devices will depend on enhancing rather than replicating the desktop experience. Speaker's response Mobile devices allow customers to take their communities with them and allow them to interact using a familiar experience they are used to on a PC, but adapted to work well on the mobile. Customers will use these communities in a different way than they currently do on their PC. They will expect to be able to interact using the basic features they are accustomed to, whilst also making the most of mobile benefits which allow them to go above and beyond their PC experience. Customers will be able to interact with their communities spontaneously, adding photos and comments in real time in a way they not possible before. In order to ensure a good mobile experience it is important that the usability, charging, support and ubiquity of handsets allow them to interact with their communities in a simple and frequent way. Panellists
Related research notes 12:15 ¦ Rooftop cafe & networking areas
Lunch & networking sessionAn informal lunch of healthy 'brain food' will be served in the rooftop cafe. Refuel and take time out to chat with the other attendees.13:15 ¦ Conference room
Keynote: Christian Lindholm, User Experience Expert
Manifesto statementHandsets, applications and services should be more aware of the user’s physical environment and adapt to provide the most appropriate interface for sound and visual conditions. We think multi-modal interfaces should be supported on many more mobile devices and can dramatically improve the user experience. Speaker's response Multimodality is a vehicle against complexity as mono-tasking, voice-centric devices evolve to multi-tasking, connected devices. There is a new breed of handsets hitting store shelves with integrated GPS, 3D and light sensors. All of them have microphones and most of them have camera sensors - we are entering sensory feast! At the same time more and more sophisticated communication takes place on-line. The internet has been transformed with social networking sites, blogs, IM, feeds and e-mail combining for a multimedia communication feast. Finally, in the middle of it all the mobile industry faces the confusion of evolving into a service provider or becoming bit pipes. How can interfaces be liberated, unified and uses to reduce complexity for users? In my presentation I will highlight some of the barriers that need to be overcome before the manifesto statement can become reality. Breakout discussion
Related research notes 15:00 ¦ Rooftop cafe & networking areas
Afternoon tea & networking sessionTake tea in the rooftop cafe and the opportunity to network with your peers.15:30 ¦ Conference room
Keynote: Stuart John, Director of Product Management, Ocean Observations
Manifesto statementService pricing is often misaligned with the realities of customer spending patterns. It is one of the defining factors of the mobile user experience and can play a role in determining everything from device choice to ongoing usage of mobile applications. We think the industry needs to become smarter and more dynamic in its approach to pricing and wake-up to the reality of fighting for wallet share. Speaker's response The operators have seen the light and the old model of metered pricing is giving way to the brave new world of flat fee mobile broadband access where voice and data are converging and becoming free. Complex tarriffs and obscure charges are being discarded in favour of transparent pricing and 3G-capable handsets are within reach of all but the most price-sensitive customers. Users' fears of bill shock from opening their mobile browsers will be overcome by curious exploration, tempted by popular internet brands that are mobilising their communities and services. How then will bold operators hold on to these newly acquired internet-savvy customers, many of whom would usually churn away at the first sign of a better deal? There is retention value in offering a package of easy to use, reliable and painstakingly-designed interactive mobile services and early adopters have shown us that they are willing to pay modest amounts for simple, useful social tools or anywhere entertainment. The services are becoming as polished as their free internet equivalents and users do recognise the value of accessing them from anywhere. Signs are encouraging for mainstream usage although there are still a number of technical challenges to solve before even basic services can be delivered in line with mass market expectations. We are only just beginning to understand how to build compelling mobile experiences now that the barriers to innovation and adoption are being removed. Enlightened operators and device manufacturers are becoming more flexible in opening up their platforms and there is greater need than ever for excellent developer support and enablers on the networks and handsets. Only through close dialog and experimentation will the new concepts and business models for next generation services emerge and take mobile beyond Internet. Now that price is becoming less of an issue the customers are waiting to be delighted. Breakout discussion
Related research notes 17:15 ¦ Conference room
Keynote: Matthew Menz, Head of Interaction Design, Motorola
Manifesto statementThe mobile experience is limited to voice and text by in-efficient search and discovery mechanisms. We think any service should be accessible from the standby screen and it should be as simple as dialling a number. Speaker's response An integrated approach to physical and digital interaction is crucial to supporting service access. I will discuss alternative approaches that maximise the growing capabilities of mobile devices and question what is essential to the experience. We will review the definition of mobile services, their contribution to the devices they inhabit and then explore the development and ownership models that affect integrated offerings. Ultimately, we need to understand how consumers benefit from their use. Panellists
Related research notes 18:15 ¦ Rooftop cafe & networking areas
Networking drinksContinue the debate or sit back and unwind in the comfort of Wallacespace.Day Two, 3rd May 2007 08:30 ¦ Reception & networking areas
Registration & morning coffeeCheck-in at reception and grab some coffee before the conference starts.09:00 ¦ Conference room
Keynote: Antti Öhrling, Co-founder, Blyk
Manifesto statementMobile advertising can enhance the user experience if it is relevant and contextual. It can become a tool which benefits rather than distracts the customer. We think it will fail if it interrupts the flow of action on mobile devices and tries to replicate traditional advertising models. Speaker's response For this industry to go forward - to really deliver a relevant mobile advertising experience - it is essential to combine the capablities of an operator and the approach of a media company. Being an operator, Blyk has the ability to truly simplify the user experience for both young people and advertisers. Having the ethos of a media company, Blyk addresses the needs of advertisers and it's young users in a distinct way. From the very beginning we've built Blyk based on insight into existing phone and media usage, and the principle that we never interrupt the basic flow of communication. The user has been right at the center of all of our development. The success of mobile advertising is linked directly to the relevance of the interaction between a brand and the consumer. Relevance that comes when you really know the consumer and can deliver information, an offer, or an experience based on his/her wants and needs. At Blyk, we believe that the combination of our user profiling capabilities and our behavioral tracking, will give advertisers the insight from which to build more relevant communications and truly engage their core audience. Breakout discussion
Related research notes 10:45 ¦ Networking areas
Networking session & morning coffeeA chance to catch-up with other members of the MEX community and relax in a wide range of networking areas throughout the venue.11:15 ¦ Conference room
Keynote: Bill Schwebel, Senior Vice President, AOL Wireless & President, Tegic Communications
Manifesto statementTearing down the walled garden will enhance the mobile content experience and release value for the industry. The objective should be a free market for content and applications, based on open standards and accessible to all. We think the current fragmentation of formats and channels to market is holding back growth. Speaker's response It is important to let the carrier understand that they 'own' the customer but that unless they can 'manage' the customer's expectations and needs, they are not going to get much out of this ownership. It's about improving the user experience which includes better 'predictions' of all inputs, including text and actions, allowing the user to more quickly get the task done. As the head of both AOL’s mobile software business and its B2B wireless unit, Schwebel brings a unique perspective on the technical and strategic challenges of building an eco-system for mobile services. Speaking about the direction he will take with his MEX presentation, Schwebel told us: “For Tegic, success hinges on delivering simple, intuitive and flexible mobile experiences to consumers. MEX is the ideal forum for discussing how to better enhance the mobile usability with key industry leaders and experts.” Panellists
Related research notes 12:15 ¦ Rooftop cafe & networking areas
Lunch & networking sessionAn informal lunch of healthy 'brain food' will be served in the rooftop cafe. Refuel and take time out to chat with the other attendees.13:15 ¦ Conference room
Keynote: Paul Kompfner, Head of Development, ERTICO
Manifesto statementThe world is gaining embedded intelligence. The mobile industry faces a fundamental user experience challenge to make handsets as effective as communicating with the environment as they are with other humans. We think the connection of millions of machines to wireless communication networks represents the most significant generational change since the introduction of packet data. Speaker's response I will start with presenting the CVIS (Co-operative Vehicle Infrastructure Systems) and Nomadic Device initiatives. Both are developing technologies for machine-machine interaction and the goal of these initiatives is enhanced user experience. Connecting mobile devices and vehicles into a 'co-operative networked world' will change the paradigm of travelling. What role will mobile devices play in this world? I will examine some possible user experiences. For example, mobile devices of the future may be more than just a convenience device, and serve as a 'personal guard' for alerting you to potential collisions in your vehicle. I am very interested in bringing user experience thinking into the ongoing research projects on co-operative systems. Unfortunately, these, as many other R&D projects, tend to be 'technology focused' and forget it is the user experience which will sell the technologies in the end. I would like to learn more about what the user experience community finds interesting about co-operative systems. Imagine having all this connectivity and what kind of innovative applications can be developed... The MEX conference as it will be an excellent opportunity for me to do some creative brainstorming with new people. Breakout discussion
Related research notes
15:00 ¦ Rooftop cafe & networking areas
Afternoon tea & networking sessionTake tea in the rooftop cafe and the opportunity to network with your peers.15:30 ¦ Conference room
Keynote: Paul Nerger, Vice President, Worldwide Sales & Marketing, Argogroup
Manifesto statementUser experience performance must be measured if it is to be improved. It must be constantly tracked through quantitative and qualitative methods. We think organisations throughout the value chain are failing to recognise the importance of understanding customers because quantifying the return on investment is too difficult. Speaker's response A fundamental axiom of management is that you can not control that which you can not measure. The mobile experience is no different. If the industry wants to offer outrageous user experiences it must be able to measure them to allow improvement. Today, members of the value mobile chain (content suppliers, aggregators and mobile operators) make attempts to measure but often these measurements fail because they embrace capacity and performance rather than the user experience as a whole. It is relatively easy to measure the raw performance of a GPRS sub-system or the bandwidth of a circuit; but the difficulty comes when trying to measure how well the video is rendered or how the user percieved the voice call. Consumers don't care about speed and throughput - they care about how quickly a page renders, what it looks like aesthetically, and what it does to help improve their lives. Although measurement in the future will continue to look at the speeds and feeds required to tune the networks, it must go beyond this and look at the whole experience so that we can meet and exceed the demands of those pesky customers that we love to attract and retain. Breakout discussion
Related research notes 17:15 ¦ Conference room
Keynote: Mark Rolston, Senior Vice President of Creative, Frog Design
Manifesto statementThe objective is to provide the best mobile experience for each individual. Developing chipsets, software platforms, handsets and services which make it cost-effective to provide this level of personalisation will delight users and drive profits for the industry. We think the industry can grow its margins if it finds a way to build personalisation into every level of the value chain. Speaker's response Variety is the spice of life. The appeal and value of this idea has been proven countless times across the global consumer spectrum, yet the mobile industry still struggles to make sense of it. So how can we help? We will look at the various qualities of personalisation - a deep catalog of ideas that are too often reduced to mundane choices of colour and ringtones. Personalisation spans issues of customer self- empowerment, community, brand, fashion, deployment, IT management and environment. Consumers today are not only asking for more choice, they are demanding access to the tools of customisation and to the marketplace itself. We will also discuss how customisation tools are not merely solutions to direct at end-users. These capabilities should be part of a cascading food-chain that encompasses the handset designers, manufacturers, carriers, content vendors, resellers, retail, corporate buyers, IT organisations, communities, families, and yes, ultimately - the individual. Panellists
Related research notes 18:15
Close of conferenceWe look forward to welcoming you to MEX 2008. |
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Conference
> Register > Introduction > Manifesto > Agenda > Innovations Gallery > Scholarships > Speakers > Sponsors > Venue > Photos > Contact us > Homepage |
Latest insights
> MEX Blog > Free MEX Newsletter MEX Report > Buy MEX Report
MEX Videos > Watch videos from MEX |
Services
> Consulting > Analyst coverage |
Contact
Marek Pawlowski t: +44 7767 622957 e: mp@pmn.co.uk tw: @marekpawlowski tw#: #mex10 |
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