Notes from MoMo London
By popular demand - apologies for stream of consciousness notes and any sarcasm/rudeness I wrote for my own benefit and have forgotten to strip out.
First up: Dennis Hettema (OP3) on ShotCode:
Offline-online connections: "Connect consumers on impulse"
1. decodes on-device
2. server routes to server? not sure what's happening here
3. content optimised blah blah
Not particularly new or unusual service (for this audience anyway) - maybe I'm a spoilt bastard.
Spoke about a "business card replacement application": in 8hrs 1200 "information exchanges". This relied on installing software through WAP push, they're working on "some sort of standard open source" version
Then he passed around a shotcode and I gave it a go - it worked really well.
Richard Jelbert (KidsOK LBS)
Experiences rolling out into retail
- Cell ID
- Enhanced Cell ID
- Assisted GPS
Active services: user-actioned
Passive services: involves much more regulation
Hybrid services: like what?
Out: Lat/long+accuracy (+landmarks? postcodes? address descriptions?)
Every app needs approval from all (4?) operators
Code of practice (voluntary): regulates any service locating a SIM using a network (even corporate services)
Took 9 months to develop (should've been 3)
4 categories of service:
- friend finder
- address validation
- confirm physical access to that address (activation letter)
- opt in all handsets
- any time STOP
- transparency on activity (so a child can find out how many times they've been located etc etc)
- wraps up mapping, tracking
- one of the only providers with a product in retail (usual story: packaging with a code in it)
- long registration process: 12-20 minutes
- then activation letter. some accounts never activated. confusing opt-in, product seems complicated
- 48% registrants do not activate
- 48% of activations don't then opt in
- <10k child location users in the UK (30k+ Korea, 50k+ S.Africa)
Code of practice only covers operator based LBS (not GPS ones or those based on other triangulation which don't access location feeds directly)
KidsOK about to release a GPS childs phone, introduced under "core principles of code of practice"
LBS to route calls/messages to local franchises (pizza etc?)
Dan: UE issues seem to come from use of SMS as a bearer. Have you considered using a Java application?
Richard: Potentially causes delays in the approval process
Carl Taylor: What will be a simple revenue-generating LBS app? KidsOK seems to be protected v few children.
Richard: Works better when the child can alert the parent (not sure why this would be the case)
Chris Yanda (BBC, Coast Project)
Explored LBS. Put signs up instead.
Coast: broadcast starting July 22nd, exploring coastal locations around UK
Wanted to give people a reason to see these locations.
LBS services are patchy: what works in London doesn't necessarily work elsewhere. Signs reassure folks.
Regional websites each included a single coastal walk: where they could put up signs. 8 signs per walk.
Each sign had a number of mobile interactions: IVR, WAP site (v v popular). (Image was important for giving a bit of context) Mystery quiz for kids.
Struggle: weird physical practicalities. Wanted a data code on a sign, plus other things, plus how big should sign be, how high, put where. Sign had to be at 7 feet. Holding a child up at 7 feet with camera presented usability issues.
IVR service wasn't used much: mainly due to huge up-front T&Cs. Few people bothered digging through it all.
4000 people tried the data codes (only available for S60).
309 successfully downloaded it (most people ignored the "it's not for your device" msg).
Audio was most successful because it worked for everyone - all phones. Liked cos it's much like a museum guide.
0800 aren't free on mobile, so they used 0870. A pressure group called "just say no to 0870" complained. Had to go to Ofcom to smooth it over.
Treasure hunt for kids was popular.
WAP site was v popular: weather info, useful numbers.
Low signs more popular. You look less silly.
137,000 requests over last 3 months