Fjord's CCO Mark Curtis on customer experience and marketing becoming one. for more information visit www.fjordnet.com Follow us on twitter @fjord

1. MOBILE, TABLET, TV:
CUSTOMER EXPERIENCE &
MARKETING BECOME ONE
Mark Curtis, CCO, Fjord

2. AGENDA
1. Fjord : who we are
2. Mobile: where we are now
3. Mobile: where we are going
4. Designing for Love – A philosophy for the new marketing
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3. WE DESIGN WORLD CLASS DIGITAL SERVICES
We design digital services that transform businesses and help shape tomorrow’s world.
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4. COMPANY OVERVIEW
• Fjord was founded in London in 2001 with a focus on digital service innovation
• Today Fjord employs 170 experts in seven global creative hubs
• We work across all digital platforms, and have unique experience in mobile
• We take pride in delivering excellent results for our clients, and several of them have
worked with us continuously for many years
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5. SELECTED FJORD CLIENTS
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6. FJORD’S DESIGN DRIVER: ELEGANT SIMPLICITY
The traditional, dominant design for
wrenches. Consistent for decades.
The X-Beam™ offers a new
definitive design for wrenches
– it’s simply infinitely better.
Simply by having the two ends rotated 90 degrees, the grip is At Fjord we achieve similar
improved, offering 500% increase in surface contact area, and results with digital services.
the wrench applies 25% more force. The X-Beam™ is always Elegant simplicity guides
easy to pick up from a flat surface. everything we do.
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7. WE ALSO DO SOME THINGS BEYOND CLIENT WORK
TOUCH TO PAY –
PIMP YOUR LIFE, NOW WITH YOUR
GAMING STYLE IPHONE THE TABLET
TRANSFORMS
WORK AS WE
Trends research KNOW IT
Research about smart objects &
environments
SMART OBJECTS
CONNECT WITH
THE MAINSTREAM
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8. WHAT WE SEE NOW
Key developments in digital & mobile

9. THE EVOLUTION OF MASS MEDIA
1500s 1890s 1910s 1920s
Print Recordings Cinema Radio
1950s 1990s 2000s
Television Internet Mobile
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10. KEY TRADEOFFS IN DEVICE SEGMENTATION
One hand Two hand
Pocket Bag
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11. THERE’S ALSO SEGMENTATION WITHIN CATEGORIES
Multiple Functions Single Focus
APPLE IPAD
RIM PLAYBOOK
ERICSSON
TOUCH
REMOTE
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12. THE 2012 TABLET BATTLE
Competing on hardware specs Kindle Fire will be The great unknown. There’s a user
will not work. You have to lead successful. 25% of tablet preference for Windows tablets:
with content & services. buyers would consider an 27%, compared to 26% for iOS. But
Amazon tablet. Price point. they’re late to the game.
Service integration.
THE CATEGORY OWNER
97% of tablet Internet traffic is from iPads, 3% Android
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13. THE 2012 SMARTPHONE BATTLE
Key questions in 2012:
Key challenges in 2012:
Can Nokia deliver delight?
Eroding core customer Will the market share
base become meaningful?
Need for strategy shift
Key questions in 2012:
Fragmentation remedies?
Patents battles?
Key questions in 2012: Motorola?
Saturation?
Focus on delight?
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14. KEY POINTS
Mobile is our latest and most successful mass medium
The merger of Internet and mobile is a massive trend
Device categories and segmentation changes rapidly
Tablets: Amazon can challenge Apple, Microsoft maybe
Smartphones: Windows Phone and RIM are the ones to watch in 2012
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15. IT’S NOT THE PC
Context of users different
• mobile, short messages/short responses
• on the move vs nomad
• full attention vs multi-tasking
Affordances of device different
• camera, video, location, sms, apps, limited real estate/bandwidth/input
Role of device different
• always on, always at hand
Responses usually fast, half life of messages fast
Optimisation a bigger challenge
Connect your media
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16. EMERGENT TRENDS

17. TABLETS DIGITAL MICROSOFT
LG
OS WAR APPLE MAGAZINES SINGLE SIGN-ON
MOBILE GAMING EXPERIENCE WARS
FACEBOOK NOKIA SERVICE PLATFORMS WRIST OS
LIQUID EXPERIENCES LIFESTREAMS
INTERNET APPLIANCES
CLOUD SERVICES ASUS SUPERPHONES
MONETISATION
SOCIAL EVERYTHING LIKE iOS
COMPANIONS
NFC
ANDROID
CAR AS MOBILE OS
GAME MECHANICS
SHARING MOBILES
SMART OBJECTS RICH OS MULTITOUCH3D
PAYMENTS
HP SAMSUNG BITPIPES CHECK-INS
ZYNGA HTC WINDOWS MOBILE 7WANT
MEEGO FREEMIUM CONTEXT
GESTURES Mobile Wallet
MOTOROLA WEBOS
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18. LIFEBOATS FOR
THE ‘APP FLOOD’
Apps search and recommendation
company MIMVI will get traffic
Aggregators such as
Appolicious would benefit
from launching app stores
Social reading platforms will
emerge, Amazon could become a
major player making it the
Facebook of readers
Top grossing, most used, app of the week,
Google Chrome web apps could staff favourite, highest ranking are the new
enable simple monetisation of the metrics of success. CPMs and valuations will
web be derived from them
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19. GOING WITH THE
FLOW: ‘LIQUID
EXPERIENCES’
BBC - The original Liquid
Experience is evolving to a
screen near you
The Amazon Kindle – is becoming a
Liquid Experience with a whisper sync
client for any platform
Spotify is incredibly liquid and can be
Facebook's ‘Connect’ and ‘Like’ are expected to morph into all kinds of
spreading like water drops, many other forms, the Sonos integration is a great
features of Facebook could turn liquid example of things to come
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20. DIGITAL MAGAZINES:
STILL SEARCHING
FOR A SOUL Bookshelves, and
magazine stands will
emerge in 2011.
Whomever owns the
news stand will own
something valuable as
it also becomes your
library
Flipboard is the Netscape
browser for the Tablet era
Expect incumbents to experiment in
the analogue to digital cross over and
Project is a new title in a new fight for their magazine rack space
media – expect more new
entrants. Content is still king
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21. PIMP YOUR LIFE,
GAMING STYLE
Never underestimate the
power of badges, just look
at scouts all over the world
Game mechanics are the
serotonin of services Foursquare challenges
people to explore their city
using gaming mechanics
Nike + gaming mechanics used
to drive sports activity through
an app
Heia! Heia! Is a service for keeping
track of any activity from picking
mushrooms to ironing shirts. Maybe
one could get awarded for emptying
the dishwasher
Reputely.com – a platform
which can implement gaming
mechanics to any website
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22. SMART OBJECTS Välkky knows when pedestrians
are going to cross streets and
CONNECT WITH starts flashing to alert drivers
THE MAINSTREAM
Integrated systems for the
home offer a complete range
of home automation products
Smart meters send readings to your
energy supplier automatically and
can include energy monitoring
Streetline is a smart parking system
that gives drivers real-time
guidance to open parking spaces
Smart pill caps. A wireless signal
Philips DirectLife calculates the alerts base station if dose is
number of calories burned every missed, alerting a nurse
day from any movement made, not
just walking
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23. DISCOVERING
‘LIFESTREAMS’
Memolane captures photos,
music, tweets, posts, and more
for people to view and share in
one place
Mappiness provides streams
of social happiness. Pixelpipe
are the smart plumbers of the
social network
Evernote has become an
international powerhouse of
remembering converting 20% ViconRevuec is a wearable
of users into paying customers digital camera that takes
photos without intervention
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24. TOUCH TO PAY
- NOW WITH
YOUR PHONE
Phoolah experimented with
the idea of embedding RFID
tags into mobile phone skins
FeliCa is a contactless RFID
smart card system from Sony
Garanti Bank's commercial
NFC service in Turkey has
encouraged more to enter
the market
MasterCard Mobile Payments
mean no looking for coins or a
card
Gemalto formed a partnership
with HiCo to provide mobile
phone coupons via NFC
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25. MOBILES GAIN MORE
CURRENCY
Zynga’s pre-paid virtual currency cards have Facebook Credits are a virtual currency
been spreading across US stores, we expect you can use to buy virtual goods in many
that ‘Zyngas’, a universal currency will emerge games and applications
that could even be converted back dollars
Most free apps are migrating to
Freemium, making it the
dominant model of monetisation
Mobile payment apps help you
make small payments without
searching for your wallet
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26. EXPERIENCE WARS:
THE LIVING ROOM IS
THE BATTLEGROUND
3D TV will continue to
grow – but will it boom?
Companion experiences
will emerge for most
Virgin's TiVo box – it learns what you shows on Tablets
like then records content for you,
helping to discover new shows and
keep up with what you like
Microsoft’s Kinect is changing the
way we interact with our TVs
Remote controls will innovate,
becoming gestural, social and
touch based
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27. DESIGNING FOR LOVE
What’s love got to do with it?

28. #1 – WE ALL WANT TO EXPERIENCE LOVE
We also want our software creations to be loved!
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29. #2 – VALUE INCREASES TOWARDS THE HEART
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30. TWO KINDS OF PRODUCT BUSINESSES
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31. TWO KINDS OF SOFTWARE BUSINESSES
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32. #3 – IT’S A POWERFUL LOVE AFFAIR ALREADY
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33. #3 – IT’S A POWERFUL LOVE AFFAIR ALREADY
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34. >80%
of teenagers in America
sleep with their mobiles
on or near their beds
Slide 34 © Fjord 2011 | Confidential Data by PewInternet & American Life Project April 2010

35. KEY POINTS
1. We all want our own products of love to be loved – make it happen!
2. Significant value creation happens closer to the heart
3. The mobile medium is inherently emotional
= Designing love is critical for long-term success
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36. THREE UNIVERSAL STAGES TO ATTAIN TRUE LOVE
Digital service Desired user Required
equivalent reaction characteristics
Good on paper
(something I
MATCHMAKING DISCOVERY AHA ! think I need).
Feels familiar.
Grabs interest.
Attentive, fun,
attractive. Great
first experience.
DATING ENGAGEMENT WOW !
I want to tell
people about it.
Loyal, evolves
with me,
matches me
TRUE LOVE RETENTION OF COURSE !
well. Helps solve
problems.
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37. DESIGNING FOR AHA, WOW AND OF COURSE
OF COURSE
ENGAGEMENT
AHA
WOW
TIME
MATCHMAKING DATING TRUE LOVE
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38. GETTING PEOPLE TO LOVE YOU
There are 3 stages. Master them all.
1 MATCHMAKING 2 DATING 3 TRUE LOVE
Be culturally and Make it extremely easy Understand importance of
contextually relevant to get started identity and profile
Make it really easy to grasp Design in gaming and Create elements that can be
social dimensions ubiquitous or atomized
Ensure you have a great ‘hook’
up front (or three) Focus on meaningful and Make service grow with and
tactile beauty around the individual
Build in virality Make the solution fluidly
available on all screens and
at all times
Work to earn trust
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39. DEINING DIGITAL
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