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%

50%

Do not know

No

Maybe

Yes

12%

32%

32%

24%

Would you be interested in mobile tourist information?

MOSTLY THANKS TO THE IPHONE (FOR NOW)

0

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

0%20%

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

Agree

3%

4%

7%

29%

47%

I limit my mobile usage when abroad because of the cost

MOBILE POTENTIAL W/ LOWER PRICES

0%20%

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%

58%

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

event

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

event

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

050

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

6514

41414755 11163

7789

818785 14883

62

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

6,89

5,17

4,14

iPhone Android HTML ‐

1

2

3

4

5

6

7

8

Page views per session

COP15: CITY GUIDE MOST POPULAR

CO15; 31%

ClimateForum; 12%

Cultural program; 13%

City guide; 44%

CFW: FASHION PHOTOS DRIVE TRAFFIC

1%

2%

7%

9%

13%

17%

18%

32%

0% 10% 20% 30% 40%

SHOWROOMS

TRADE FAIRS

CITY GUIDE

CFW.TV

CFF

EVENTS

SHOWS

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 [email protected]+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



