You are previewing Strategic Mobile Design: Creating Engaging Experiences.
O'Reilly logo
Strategic Mobile Design: Creating Engaging Experiences

Book Description

This book gives anyone interested in mobile campaigns, both client-side and production-side, the knowledge to approach a mobile project with a cohesive strategy. The book presents a holistic view of the mobile ecosystem design/technology/marketing/business/build, with enough information to get one started with a project of this nature.

Table of Contents

  1. Copyright
    1. Dedication
  2. Acknowledgments
  3. About the Authors
  4. Introduction
  5. 1. Creative Strategy for the Mobile Medium
    1. The Internet Emerges
    2. Digital Fragmentation of Media
    3. The Mobile Medium Arrives
      1. Mobile Infrastructure Matures
      2. What Makes the Mobile Medium So Unique?
        1. Ubiquity
        2. Accessibility
        3. Connectivity
        4. Location Sensitivity
    4. Creative Strategy
      1. Concept
      2. Creative
      3. Technology
        1. SMS or MMS
        2. Mobile Web Sites
        3. Downloadable Applications
        4. Rich Technologies
        5. IVR (Interactive Voice Response)
    5. Getting the User Engaged
      1. Web-to-SMS push
      2. Text Keyword to Short Code
      3. Bluecasting
      4. QR (Quick Response) Codes and Scan Codes
      5. Mobile Advertising
    6. Time, Message, Place
    7. Conclusion
  6. 2. The Mobile Experience for a Global Audience
    1. Growth of the Global Mobile Internet
      1. Handset Manufacturer Development
      2. Flat-Rate Data Plans
      3. Applications and Service Development
    2. The Growth of 3G in the Global Market
      1. Core Growth Drivers for 3G
      2. Core Growth Challenges for 3G
    3. The Global Mobile Community
      1. The Americas
        1. North America
        2. Latin America
      2. Asia Pacific
        1. Japan
        2. South Korea
        3. China
        4. Hong Kong
        5. Taiwan
        6. Philippines
        7. India
      3. Mobile in EMEA
    4. Developing a Global Mobile Strategy
      1. 1. Gather Research and Statistics
      2. 2. Establish Architecture and Development
      3. 3. Design for Your Audience
      4. 4. Use Rigorous Quality Assurance Processes
      5. 5. Manage Global Messaging Components
      6. 6. Manage Regional Costs
    5. Global Mobile and Advertising
    6. Global Media Content
    7. Conclusion
  7. 3. Designing for a Progressive Medium
    1. Utilizing Mobile In Unexpected Ways
      1. Creating Political Uprisings
      2. Enabling Interactive TV
      3. Making Mobile Payments
      4. Connecting to and Controlling Digital Billboards
    2. Leveling the Playing Field for Internet Access
    3. Bringing Traditionally Static Mediums to Life
      1. Text-message-enabling a Billboard
      2. Billboards That Know Your Name
      3. Controlling Billboards Using Mobile
      4. Bluecasting Content
      5. Bringing a Static Print Ad to Life
        1. Semacodes
        2. Quick Response (QR) Codes
        3. SnapTell
    4. Mobile Is Not a Medium for Just Marketing
    5. The Rise of Service and Utility, Mobile Experiences that Matter
      1. Stage One: The Enthusiast Stage
      2. Stage Two: The Professional Stage
      3. Stage Three: The Consumer Stage
      4. Mobile Experiences That Matter
        1. Google SMS
        2. Amazon’s TextBuyIt
        3. NY Times Real Estate
        4. AOL iPhone Music App
    6. Staying on Top of It
    7. Conclusion
  8. 4. Modes of Communication
    1. Mobile to Mobile
      1. Mobile Advertising Units
        1. Resources and Specifications for Mobile Advertising
          1. Mobile Applications
          2. Mobile Advertising Guidelines
          3. Mobile Advertising Overview
      2. Crosslinking
      3. SMS
      4. Live Feeds
    2. Web to Mobile
      1. Web to SMS
      2. Download and Sync
      3. Interactive Voice Response (IVR)
    3. Out of Home (OOH) or Print to Mobile
      1. SMS
      2. Bluetooth and WiFi
      3. IVR
      4. 2D Barcodes (QR and Scancode)
      5. Mobile Internet for Print
    4. Broadcast to Mobile
      1. Mobile Internet
      2. SMS
      3. Third-Party Services
    5. Radio to Mobile
      1. SMS
      2. Concert Integration
      3. Mobile Internet
      4. Podcasts and Audio Streaming via Mobile
      5. Ringtones
    6. Multichannel
    7. Conclusion
  9. 5. Designing for Your Audience and Their Handsets
    1. Using Statistics
    2. The User and the Handset
    3. Development
      1. Compatibility
      2. Flexibility
      3. Size
      4. Serving Up Options
    4. Porting
    5. Handset Detection
    6. Handset Testing
    7. Quality Assurance
      1. SMS
      2. Ringtone
      3. Video
      4. Applets
      5. Mobile Site
      6. Bluetooth
      7. IVR
      8. Overall Concept
    8. Conclusion
  10. 6. Interaction Design
    1. Designing for the Small Screen
      1. Varying Input Modalities
      2. Varying Screen Sizes
      3. Varying Capabilities
      4. Varying User Expectations
      5. Varying User Behavior
      6. Leveraging Built-In Hardware and Features on a Mobile Phone
    2. What Is the Mobile Interaction Design Process?
      1. The Three Stages of the Mobile Interaction Design Process
        1. Stage 1: User Research
          1. Target Device Analysis and Recommendation
          2. User Personas and User Goals
          3. User Requirements Document
        2. Stage 2: Developing Designs
          1. Concept
          2. Sitemap and Navigation
          3. Rapid Paper Prototyping or Sketching
          4. Interaction Design Schematics
          5. Functional Prototypes
        3. Stage 3: Test, Learn, and Refine
          1. Focus Group Testing
          2. Usability Testing
    3. Best Practices and Resources
      1. SMS Resources
        1. Mobile Marketing Association
        2. Common Short Code Administration (CSCA)
      2. Mobile Web
        1. w3.org — Mobile Web Best Practices
        2. dev.mobi
        3. iPhone
      3. Native Application Development
        1. iPhone Native Application
        2. Google Android
        3. Little Springs Design—Mobile Design Patterns
    4. Conclusion
  11. 7. Visual Design
    1. Establishing the Visual Phase
      1. The Process
        1. Designing Templates
        2. Color Optimization
        3. Photographic Image Treatment
        4. Typography Treatments
        5. Copy Treatments
    2. Page Layout and Navigation
    3. Integrating Content Media Types
      1. Video
        1. Preproduction Process
        2. Compression Settings
      2. Audio
    4. Conclusion
  12. 8. Pioneering Tools for Mobile Development and Services
    1. Background
    2. Interview
  13. 9. Location-Based Mobile Shopping
    1. Background
    2. Interview
  14. 10. Connecting the Physical with Virtual
    1. Background
    2. Interview
  15. 11. Urban Navigation Service
    1. Background
    2. Interview
  16. 12. Mobile in Academia
    1. Background
    2. Interview
      1. Dialatones (A Telesymphony) by Golan Levin et al. (2001)
      2. Mobile Processing
      3. Python S60
      4. iPhone
      5. Linux, Openmoko, and Especially Android
      6. Webkit
  17. 13. Mobile in Art
    1. Background
    2. Interview