COP15 & CFW Mobile Media

PROGRAM MOBILE MONDAY

• 16.00‐16.50: COP15 & CFW mobile media

• 16.50‐17.10: CPH Airport iPhone App

• 17.10‐17.30: Politiken Mobile Travel Guides

• 17.30‐18.00: Userdriveninnovation

• 18.00‐19.00: Snacks, drinks & networking

BACKGROUNDTHE PROJECTTHE PARTNERS

EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES

USER‐DRIVEN INNOVATIONUSER STUDIES

THE EVENTS COP15 CPH FASHION WEEK

TODAY’S USERDRIVEN INNOVATION

AGENDA: COP15 & CFW MOBILE MEDIA

• The context• A short introduction• The applications• User studies • The applications (cont.)

1 | CONTEXT

MOBILE INFORMATION WILL COME

0% 10% 20% 30%40%

Do not know

Would you be interested in mobile tourist information?

MOSTLY THANKS TO THE IPHONE (FOR NOW)

1.000.000.000

2.000.000.000

3.000.000.000

4.000.000.000

5.000.000.000

6.000.000.000

7.000.000.000

11.07‐08

14‐07‐08

11‐09‐08

22‐10‐08

05‐12‐08

16‐01‐09

17‐03‐09

23‐04‐09

14‐07‐09

11‐09‐09

04‐11‐09

05‐01‐10

08‐04‐10

29‐04‐10

07‐06‐10

01‐09‐10

5% of all downloaded appsis related to travel & tourism= 325 mio. downloaded apps

• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi

APPLICATIONS FOR VISITORS

• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee

• Mobile event guides• For festivals • For business events• For concerts

• Mobile tools• For currency converting• For running• For cultural knowledge

• Mobile booking • For hotel boking

• Mobile booking • For hotel booking

TEXTING & CALLING IS TOP 3

40%60%

OtherFor road directions

For emailingFor browsing the Internet

I don't use my phone when abroadFor music / film

For taking picturesFor outgoing callsFor incoming calls

For texting

1%9%9%12%

17%20%

26%39%

51%61%

What do you use your mobile for when abroad?

… BECAUSE OF PRICE

0% 20% 40%

Disagree

Partly disagree

Neutral

Partly agree

I limit my mobile usage when abroad because of the cost

MOBILE POTENTIAL W/ LOWER PRICES

40%60%

Chat with touristsChat with official

Review experiencesUpload pictures

Send postcard (MMS)Book table, order taxi etc.

Receive texts with infoFind general info

Q&A through textingRoad directions

11%12%12%12%15%

24%32%

38%40%

Which of the following possibilities would you like to use

2 | INTRODUCTION

PARTLY FINANCED BY

• Danish Commerce‐ og Construction Authority –Program for UserdrivenInnovation

• Has supported more than 80 projects – total budget of more than270 mio. kr.

• Closed in 2010 –> Fornyelsesfonden

PARTNERS

• Wonderful Copenhagen• Little Big Ideas • Copenhagen University• Aalborg University• Crossroads Copenhagen • (MobilePeople)

PROJECT PURPOSE

Wonderful Copenhagen

Little Big Ideas (Mobile People)

Crossroads Copenhagen Aalborg University

Copenhagen University

COP15 Climate Forum

Copenhagen Fashion Week

Funded by: Danish Enterprise &

Construction Authority

• Prototype version of a mobile media for event visitors

• Userdriven innovation based on visitors and organisers

• Innovative functionalities and content

PROJECT TIMELINE

o SEP‐NOV 09: COP15 R&D o Rsearch (workshops, in‐depth

interviews, desk research etc.) o Development (defining,

programming etc.)

o DEC 09: COP15 LAUNCH o Communication, user studies etc.

o JAN‐JUL 10: CFW R&D o Research (workshops, userstudies,

user tests, desk research etc.) o Development (defining, data

mgmt., programming etc.)

o AUG 10: CFW LAUNCH o Communication, user studies etc.

o DEC 10: REPORT

COP15 & COPENHAGEN FASHION WEEK

• Two major events –different but similar

• Similar• Many busy target groups• Many organisers• Not just a gadget

• Different• Interest in Copenhagen• Technology & access

FACTS ON EVENTS

3 | THE APPLICATIONS

COP15: PROCESS

• Crazy!• A lot of data challenges• A lot of actors with a lot

of target groups ‐• Lack of dedicated

partners • Launch 2 days before

CFW: PROCESS

• Crazy!• A lot of data challenges’• A lot of actors with a lot

of target groups• Very dedicated partner

with high ambitions • Last minute decision on

Android • Launch 2 days before

COP15: CONTENT

• Crazy! • Four different elements

• COP15 • ClimateForum09 • Cultural program • City guide

• Text and pictures – nofancy functionalities

• Static data update

CFW: CONTENT

• A here and now version of website content

• No focus on trade fairs –but everything else• Designers, shows,

parties, festival, video, city guide etc.

• Look and feel of CFW

COP15: DISTRIBUTION

• Crazy! • Inferno of senders and

messages• Action: Text ”COP15” or

go to CPHOPEN • Business cards, posters,

websites, stations, cultural program etc.

CFW: DISTRIBUTION

• Late launch – but great!• Action: Text ”CFW”, go

to ”cfw.com/app” or appstores

• Business cards, posters, websites, hotels, program etc. – press and social media

• But no presence on fairs

4 | USER STUDIES

STEFFEN JÖHNCKEANTROPOLOGISK ANALYSE

CAROLINE BORUP‐JØRGENSENANTROPOLOGISK ANALYSE

LENE TOLSTRUP SØRENSENAALBORG UNIVERSITET

Challenges for user studies (1)

• Common challenge for user‐driven innovation

• Challenge for ”Events and mobile media”

Product developers

End user

Product developers

User1:Organisers

User2:End users

Challenges for user studies (2)

• Participants are ”event users” rather than ”application users” (how important is it for them?)

• The event is not one thing, but a range of things for different participants (and organisers)

• Participants are ”here today, gone tomorrow”

1. ORGANISER WORKSHOPS

• Purpose • Understand event character and organiser

priorities• Gain input to content and composition

• Approach• Bring organisers together for interviews and

debate

• Learning• Diverse events → Target all or few? And how?• Different organisers→different messages

2. PARTICIPANT SURVEYS

• Purpose• Understand the event as a phenomenon• Understand the expectations, practices and

priorities of event participants• Understand how participants use – or don’t use

– and experience the mobile service in practice

• Approach • 3 events• 4 anthropologists• A total of 796 Danish and international

participants• Brief interviews, open‐ended conversations,

continuous interaction• With and without mobile service

• Learnings• Great diversity• Focus on event →

• feasibility and usability rather than ’gadget’• easy information • inspiration to experience event• not self‐expression

• Event organisers↔ participants: Trust and identification is central

3. USER TESTS

• In house• ’Laboratory setting’ with potential users• Existing screen shots / semi‐finalised version

• Learnings• Potential users open to idea and layout• Targeted testing of possible pittfalls in design

3. USER TESTS

• During event• ’Natural’ event setting with current and

potential users• Finalised version with topical knowledge

• Learnings• Participants own choices• Emotional responses• Usability in event context

GENERAL LEARNINGS

• Strength of combination of methods: Depth of use situation and context

• Importance of direct user response in natural settings

5 | THE APPLICATIONS (cont.)

COP15: +1.000 USERS

100150

21‐12‐200920‐12‐200919‐12‐200918‐12‐200917‐12‐200916‐12‐200915‐12‐200914‐12‐200913‐12‐200912‐12‐200911‐12‐200910‐12‐200909‐12‐200908‐12‐200907‐12‐200906‐12‐200905‐12‐2009

41414755 11163

818785 14883

Number of “unique” users

CFW: +4,100 DOWNLOADS

iPhone; 3541; 86%

Android; 563; 14%

Number of downloads

COP15: HANDSETS

iPhone; 30%

Nokia; 15%

Sony Ericsson; 13%

HTC; 11%

BlackBerry; 9%

T‐Mobile SDA ; 9%

Others; 13%

CFW: +60,000 PAGE VIEWS

iPhone; 51.874 ; 86%

Android; 4.162 ; 7%

HTML; 4.080 ; 7%

Number of page views

CFW: IPHONEUSERS USE IT MORE

iPhone Android HTML ‐

Page views per session

COP15: CITY GUIDE MOST POPULAR

CO15; 31%

ClimateForum; 12%

Cultural program; 13%

City guide; 44%

CFW: FASHION PHOTOS DRIVE TRAFFIC

0% 10% 20% 30% 40%

SHOWROOMS

TRADE FAIRS

CITY GUIDE

CFW.TV

EVENTS

DESIGNERS

Page views per menu

CONCLUSIONS

• Applications and smartphones drive traffic

• Limited usage of appafter download

• Price is the greatestbarrier

6 | PERSPECTIVES

FUTURE PERSPECTIVES

• COPENHAGEN APP • MORE EVENT APPS • SIMPLE MOBILE MEDIA• SMARTPHONE GROWTH • OTHER’S SUCCESS • VARIETY OF APPS • BUSINESS MODEL • WIFI SPOTS

THANK YOU

Ole Kjaer Mansfeldt okm@woco.dk+45 3121 7407

LEGO PHOTO APP

17.30‐18.00

USERDRIVEN INNOVATION

TODAY’S USERDRIVEN INNOVATION

WHY WE DO IT

• In the spirit of the project

• To test if we inspiredyou

• To have professional dialogue and networking

• To look into the future

WHAT IS THE IDEAS ABOUT

• New functionalities• New applications• New forms of content• New possibilities• New communication• New marketing • New target groups

FOUR BASIC RULES

• NO IDEA IS BAD • NO IDEA IS IMPOSSIBLE • NO IDEA IS IRRELEVANT • NO PATENT

HOW WE DO IT

• 3 MIN | GET AS MANY IDEAS AS POSSIBLE –INDIVIDUALLY

• 12 MIN | DISCUSSING AND PRIORITISING IDEAS – TABLEWISE

• 12 MIN | PRESENTING AND PITCHING OF IDEAS – ALL

HOW WE DO IT

• Street art finder• Live‐baseret event guide• Alt om naturen – App• Cph Treasure Hunt • Supermarket shopping • Husholdningsapp.• I gadens navn /

Historien om huset• Parkeringsapplikation

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