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Mobile Social Networking – the new Killer mApp ? : 

Mobile Social Networking – the new Killer mApp ? U2 Concert Who has heard of U2 ? Irish Rock Band, top for 20 years Start of U2 Concert, Bono asks everyone to hold up mobile phone (cell phone) Everone takes out mobile phone, waves around, screens lit up U2 plays 'City of Blinding Lights' Bono; 'Time to do a magic trick,' he says. 'These little devices -- these cell phones -- they can do all sorts of things.' U2 plays song 'One,' Bono gets audience send SMS to one.org Web site support for poverty relief in Africa. During encore, names of all who did so are scrolled on the same screen, each receive a message of thanks from Bono on their phones (started at worldwide Live 8 concerts, 26 million responded (Sun implemented campaign) Phone for good (talk, text, camera, music, video), also bad (end relationship by text, trigger bomb)


Early mobiles large ('brick'), few people had them Phone only Then phone andamp; text Now huge range of features Mobile Phone History


2005: 816 million (Gartner) 2006: 990 million (2005, Gartner predicted 847m andamp; 914m in 2006) Over 20% growth p.a. 2007: ~ 1.2 billion predicted Hong Kong: 10m mobiles, more than Internet, 100% replacement rate China: Makes 47% of all mobiles China: 103 million sales 2006 China Mobile: 301 million subscribers (= population USA) China Unicom: 142 million subscribers (Wikipedia) Mobile Phone Growth


Social Networking


MySpace MySpace – USA based social networking site Interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos internationally Headquartered in Beverly Hills, California Now owned by News Corporation Myspace is currently world's fifth most popular English-language website and the fifth most popular website in any language (Alexa Internet) MySpace will enter mobile market soon




American popular free video sharing website Users upload, view, and share video clips. Videos can be rated, and the average rating and the number of times a video has been watched are both published TIME magazine's 'Invention of the Year' for 2006 Bought by Google in October 2006 for US$1.65 billion New from YouTube—Mobile Video Uploads! You can now upload videos directly from your phone or PDA to YouTube. All you need is a mobile device that can take video and send MMS messages, and an Internet access or data plan from your service provider YouTube




Popular Web site for users to share personal photographs Widely used by bloggers as photo repository Innovative online community tools that allow photos to be tagged and browsed flickr




Internet-based virtual world, late 2006 and early 2007 Developed by Linden Lab, a downloadable client program enables its users, called 'Residents', to interact with each other through motional avatars, providing an advanced level of a social network service combined with general aspects of a metaverse. Residents can explore, meet other Residents, socialize, participate in individual and group activities, create and trade items (virtual property) and services from one another. Second Life's virtual currency is the Linden Dollar (Linden, or L$) and is exchangeable for US Dollars in a marketplace consisting of residents, Linden Lab and real life companies. Sometimes referred to as a game, it does not have points, scores, winners or losers, levels, an end-strategy, or most of the other characteristics of games More than five million accounts registered, though many are not active, and some Residents have multiple accounts. Competitors include Active Worlds, There, Entropia Universe, Dotsoul Cyberpark, Red Light Center, Kaneva. SecondLife


Music (MP3), Video, Email, Browser, Camera (5 MP), 'Smart Phone', Bluetooth, Wireless, GPS Convergence of all these devices: Nokia N95 (images already loaded to flickr) Improved Bandwidth: HSDPA wireless broadband speeds between 500Kbps and 1.5Mbps Advertising on Mobiles, predicting 4 fold growth by 2010 Spam: Advertising needs to be relevant to Consumer otherwise rejection / turn off Search services on Mobile Phones Directory services on mobiles (pubs, restaurants, cinemas etc) Current Mobile Trends


Originally SMS e.g. 197House (property values via mobile phone) Then simple maps, 1976Maps (Australian SMS numbering standard), push WAP Maps show location, not good enough for directions Now, Google maps, Windows Live, Nokia, TerraPages maps Location Based Services :History

197HOUSE & 1976MAPS: 

197HOUSE andamp; 1976MAPS Premium SMS Service. Uses 'fuzzy logic' technology to read/respond to user request. 197House provides property sale price details to mobile phone 1976Maps provides maps and aerial photography of properties to mobile phone


Geocoder (convert street addresses to latitude / longitude), Reverse geocoder Address Helper (many addresses inaccurate or incomplete) Map data Points of Interest data e.g. pubs, restaurants, cinemas Business Directory (doctors, plumbers etc by location) Connection to Telco or satellite LBS Requirements


Content providers – Telcos jealously guarding own domain Proprietary software e.g. Windows Live Price of map data varies widely, very expensive in some countries e.g. Australia Integration into customer’s web sites (API’s) Cognitive Routing – routing / directions using terminology relevant to user (e.g. resident c/f tourist) LBS Issues


Mobile social networking meets location based services Mobile friend tracking andamp; directory services OpenGIS compliant Proprietary internal messaging connectable to any messaging service Friends become closer than ever because you know where they are Location from Telco (Location Manager Service) or GPS LBS Example: BuddyFinder


My Buddies Add buddies Find buddies Message buddies Add to phone contacts Enterprise / Group Version: Companies can keep track of their staff e.g. pizza deliveries BuddyFinder

Buddy Finder: 

Buddy Finder Buddies’ locations appear on map Find your buddies nearby Instant Message your Buddies Send a map to your Buddies

Your Nearest: 

Your Nearest Fully Zoom-able Map Find It Service Sports Venues ATM’s Cinemas Pubs andamp; Restaurants Entertainment Venues Fast Food Shopping Centres And Many More…

Maps & Directions: 

Maps andamp; Directions Latest National Mapping Data Government Sourced Updated every 3 months Point to Point Directions Latest National Directions Application Directions Integrated into POI database get directions to nearest POI’s


Targeted offers to customer walking past store, based on location andamp; buying preferences e.g. SMS offering 20% off coffee near Starbucks Zones – telcos could offer different rates depending on where consumer is located Future Mobile Offerings


HSDPA mobile phone Bluetooth WiFi Web browser Emails with attachments Memory card MP3, streaming to home / car stereo DVD quality video, TV out cable 5MP Camera, Carl Zeiss lens Upload to flickr GPS Location based mobile search Free maps, 100 cities RSS feed Nokia N95: The Future is Here


Nokia N95: 'Its what computers have become'


Nokia N95: Navigation Device ?


Nokia N95: Post to flickr


Mobile Social Networking – the new Killer mApp ?

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