The evolution of messaging

Since the advent of SMS messaging two decades ago, this method of communication has become a solid revenue stream for operators with over 350m SMS messages sent every day in the UK alone[1]. More recently, the rapid adoption of smartphones and the increasing demand for mobile data – which soared fortyfold in the three years leading up to 2010[1] – means a new platform has been created for ‘always-on’ instant messaging. Mobile operators are already experiencing and acknowledging a change in consumer needs with the development of high-speed, 4G networks that will enable and facilitate VoIP[2]. They will also need to brace themselves for a shift in demand towards the enhanced experience provided by mobile instant messaging services.

The look of mobile devices has changed considerably over the past couple of years, or more precisely since Jan 9^th 2007 when the iPhone was first unveiled.  Since then there has been a gradual movement  toward the ubiquitous large touch screen, rounded corners and thin form. To illustrate this, handsets from Samsung, Nokia and Apple are shown to the left – to the untrained eye there is little to differentiate between them.

Compare this to a few years ago when there was a proliferation of form factor – from the previously ubiquitous clamshell Motorola Razor to some of the more unusual designs from Nokia (below). Admittedly these are somewhat polarised examples to make a point but nevertheless it is fair to say that we are not seeing the range of design in the basic form factor that was the case a few years ago.  Some would consider that this was due to the focus moving to the user interface rather than the form factor of the device and indeed, as we have reported previously, technology eco-systems are increasingly the critical element of the design process.

As I started planning my summer holidays for this year (yes, I like to be organised) I was struck by the sheer scale of the digital footprint that I was creating.   I used Google to search potential destinations, looked at travel reviews, local destination websites, tried to see what the apartment looks like using Google Earth, shopped around travel sites to book my airline, used comparison sites for my car hire and insurance, let everyone know about it on Facebook…and this is all before I even set foot outside of my house. When I finally go on holiday I will of course leave digital traces all the way to and from my destination (Italy as you ask) as I will inevitably access my emails when I am away, let alone be shown up on all manner of travel systems .  When I get back I will be uploading your photos, sharing my thoughts online, updating Facebook again etc. 

(You can read the full version of this article in the latest edition of GfK TechTalk here.)

As consumers, we’re handing over more and more data about ourselves in exchange for products and services we take for granted. It’s this individual-level data that’s likely to provide the next generation of recommendation models, and the user experiences they fortify.

Recently, for the first time in ages, a friend recommended an album to me and I went straight out and bought it. No listening to samples on iTunes, no streaming on Spotify, no whatever it was that we did before these formats existed – just me and my credit card. As it turned out, the album was disappointing. I don’t want to point fingers, and I’m not going to bore you with what it was, but it did spur me on to think about how the role of recommendation is being changed by technology.

(You can read the full version of this article in the latest edition of GfK TechTalk here.)

The importance of the User Experience (UX) is increasingly recognized for the crucial role it has to play in take-up and loyalty of devices & digital services. The consumer devotion to their product eco-system of choice, the way in which users are encouraged to explore and discover new service facets, the ease with which it is possible to execute the actions you want quickly and easily; all these are core drivers of adoption and loyalty driven by the User Experience.

This has not always been the case, with UX historically being considered a discipline that is often separate from overall marketing prerogatives; a stage undertaken as something of a hygiene factor to ensure ‘all is well’ before getting on with the ‘more important parts’ of the marketing cycle.

(You can read the full version of this article in the latest edition of GfK TechTalk here.)

Most of us love getting a link to a piece of internet material which we find amusing and then forward on to our friends. It’s harmless and generally leaves us with a good feeling so it is easy to see why many brands are so keen to get in on the act.  It’s also perhaps not unreasonable to expect digital viral material to potentially work well for technology companies given that the target market is likely to be spending more time online.  Of course some brands do this extremely successfully, but many others try and fail – so what makes some succeed while others get consigned to the outer reaches of YouTube?

To try and answer this, I spoke to Dr Dominic Yeo, an academic at University of East Anglia with a particular expertise on this aspect of consumer behavior about research he had conducted whilst pursuing his PhD at Cambridge.

(You can read the full version of this article in the latest edition of GfK TechTalk here.)

Pleasure for its own sake is becoming as crucial to the effectiveness of digital operating systems as the fundamentals of UX design. We are seeing a new dimension for UX: discoverability – the joy of discovery for its own sake. Discoverability is about three key success factors: personalized discovery; game-like engagement and viral appeal. This new dimension is about understanding how to engage digital consumers – encouraging them in exploring, finding, trying out – ‘experiencing’ new digital stuff.

User Experience – or UX – has historically been the discipline that has kept technology design honest. When all around them are losing their heads about the next shiny new technology feature, the UX experts are there, soberly insisting that any new design must first and foremost be seen from the user’s point of view. Is it usable? Is it useful?