Hello. My name is Peter Baldwin. I'm the CEO of MSX. WhatI'd like to talk to you about is making phones easy to use. I'm sure most ofyou have a camera or music or games capability on your phone, but how many ofyou are actually using it?
But don't worry, there's over one billion mobile subscribersin the world that have the same problems as you. Unfortunately, this is onlygoing to get worse. There are innovative technologies like TV, which will allowyou to watch TV on your phone or WiFi for doing voice over IP free phone calls.That's only going to make it even more complex. Let's look at some examples ofthese pain points.
For example, buying a game, what you'd have to do as a user,you'd have to go into the browser, you would have to find a particular page,you'd have to locate the game that you're looking for. Then you would have tofill in your details, accept the download. Then you go into the Javaapplication-you'd have to find Java. You'd have to then look at, from a list ofgames that are there, select it and then play it. That's over 25 key pressesjust to buy a game.
Another example is sending a photo to a friend. So, takingthe photo is the easy part but then what you do with it, you have to then go tothe contacts, find the person. You actually have to select the method forsending that photo. Then you have to choose to send it. So that's about 30 keypresses. So no wonder the photos are staying on the phone, and not being sentto friends.
Media companies are advertising driven and they see themobile phone as a third screen. So TV, web, phone. However, on a phone toconsume an advertisement you have to go into the Java, find an application, runit or go into the browser and it can take up to five minutes to see anadvertisement. So, ads will not equal dollars with the current way ofoperations.
So there's an obvious problem with the mobile industry andthey should learn from the consumer electronics world where you designfunctionally focused devices that work out of the box. So, one area that phonemanufacturers can benefit from is the phone top. So where you make your phonecall, have that where you actually play music, have advertisements or dataservices driven to the phone top.
So the phone top is where you're going to have thecompelling experiences and really use these mobile data services. But youreally need to enable designers, not engineers, and we need to as an industry,need to enable those designers to create the experiences, to make mobile phoneseasy to use.
