Archive for the ‘General’ Category

If we had to describe our role in the mobile industry, or even the mobile industry as a whole, in one word, it would be communication. Communication is the main artery that feeds businesses, governments, families, and friends. The mobile industry has always been about communication - starting from a “cellular car phone”, this mammoth box you’d take with you, or even have permanently installed in your car (actually seems ridiculous now), and now we’re looking at services and devices providing near real-time communication across many dimensions such as voice, SMS/text, video and location. If you step back, its actually amazing how easy it is to make contact.

Communicating Is A Personal Preference

People choose to communicate at the level they feel most comfortable with.  There are people that want to shout to the world their every move (e.g. Twitter),  people that take 3 days to respond to an email, and everywhere in between.  Mobile devices add a great layer of additional abilities, and more importantly added control.  A mobile device allows users to pick and choose where and when they provide information.  You can text your friends silently in a movie, post to your blog when you’re on a train, or ‘check in’ to a service like Google’s Dodgeball to see who’s around.

Mobile Communication as a Privacy Concern

As the industry evolves, there are many important ways to identify mobile users which become valuable information to marketers and providers alike.  Identifiable information such as unique device ID’s or mobile numbers paired with habits on the mobile web allows for highly targeted recommendations.  Additional information such as location based services can further target users and tailor unique marketing pitches based on information at hand.  Why wouldn’t you want to know whats around you if it poses an advantage (e.g. search ‘i need a bathroom’ on the mobile web and your closest options come up). From a personal perspective, as long as the choice of privacy remains, I would love to have this ability.

How the Fresh Mobile Team Communicates

While we are all in the same, relatively small office, we have established some great methods of communicating internally without the disruption of talking over each other. As designers and developers, we have a strong appreciation for that state where you are so involved in your work that time and space stand still (we call it “flow”), and everything you do is just spot-on! We respect each others flow, and base the methods of communication around that.

We start our day with a quick meeting covering what got done yesterday and what’s being worked on today. Usually our days consist of several tasks, so we developed an internal “Fritter” (Fresh + Twitter = Fritter) to passively let each other know what we’re doing. Fritter also updates itself with important events across all of our clients, such as a ticket submission or code deployment. Additionally, we have developed a robust Ticket system to complement our Fresh Platform, which gives our clients direct, organized communication to the Fresh team without causing interruption - and as a mobile company, natually we have developed an iPhone version of our Ticket system to make handling a breeze when we’re not at our desk.

Finally, for the full mobile tie in… we have a tremendous amount of monitoring feedback being relayed by the Fresh Platform to Email and SMS depending on severity - all which helps us monitor core system functionality and respond to major issues with urgency.

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With the proliferation of teen focused mobile sites from the major social networks like Facebook and MySpace, and the focus on mobile search from Google and Yahoo!, mobile users are increasingly becoming more comfortable accessing and reliably using their mobile device for off-deck uses. As the available WAP resources on the mobile Internet continue to grow, along with the focus of the manufacturers to deliver devices with better browsing capabilities, this market has and will surely continue to see double digit growth.

For teenagers (13-18), this represents an opportunity for freedom from their PC or TV. While this concept may be obvious, the results remain undeniable.  Teenagers are in one form or another on their mobile device all day, whether it be SMS and picture mail, checking their mobile version of their MySpace page, or other, they have become very familiar with the usage and navigation of the mobile Internet, despite the challenges imposed by carriers and manufacturers.

The teenage mobile market is already reported to be “saturated” by a report from MultiMedia Intelligence entitled “The Maturing Wireless Teen Market: 12-17 US Teen Wireless Subscribers, Revenue, ARPU and Content”.  In this report, the research identifies teens as extremely active in the mobile space; using more features and services, as well as teaching their older counter parts (e.g. parents) how to use their mobile device for value-added services, a great benefit to the industry as a whole.  The report identifies more than half of teens are subscribers by the age of 13, and by 17 most are.  Finally, the report found that girls reach “cellular maturity” sooner than boys, and among handset usage in teens of all ages, the numbers tend to skew more toward girls.

For the “Urban-ite”, this may represent their ONLY online experience. The mobile industry has seen this phenomenon outside the US, where mobile devices access the Internet more than any other device due to reasons such as cost, space, and connectivity. That is not to say this demographic isn’t highly sought after, especially in the major US cities.

From the perspective of the Fresh Mobile Platform, this gives us a great opportunity to deploy successful mobile initiatives on behalf of our clients. In addition to the traditional mobile storefronts, delivering rich mobile experiences can surely place your mobile destination in a fast-growing environment, targeting users in a new way - without the limitation of sitting at a computer or in front of their TV.  To learn more about how we’ve worked with clients targeting this very demographic, please contact us.

With over two years of vigorous development and three major overhauls, Fli Digital is proud to introduce to the world, the Fresh Mobile Platform.

Fresh Mobile Platform is the result of the full collaboration of Fli Digital’s design and development team intended to solve the multiple challenges put forth by the fast growing mobile initiative. Having seen the difficulties involved with mobile content, delivery, and the infinite possibilities drawn by the ever accelerating mobile industry, we set out to create something inherently different than the current industry offerings.

Instead of choosing to re-invent the wheel, we took a different path and focused on how we could make the mobile web more accessible and appealing to people wishing to broaden their market reach and step into the new market places offered by new technologies. Our research showed us that the products and services offered were either too premature, inflexible and limited to be ready for production usage, or incredibly expensive and overpriced which served only as a deterrent for companies looking to trial the market without a full throttled commitment. In the end, we concluded that you shouldn’t have to add a “Mobile Department” to your company, just to launch a mobile website - the Fresh Mobile Platform IS your new mobile department!

The Fresh Platform and it’s core technologies solve these problems along with some of the most blaring technological challenges on the mobile web including, Device Detection, Multimedia Delivery, Image Rendering, and Carrier compliance. By developing a proprietary platform utilizing all of the available standards and our own proprietary technologies, we’ve implemented them into our product for the full benefit of our clients.

The Fresh Mobile Platform is built to service clients of many industries and sizes. As an entry point, it serves as a great off-deck delivery platform - delivering digital content such as ringtones, videos, wallpapers or games & applications through a WAP Site. For more advanced clients, we have developed the Fresh Mobile Platform with several access points and APIs, allowing your in-house development and marketing teams to access your managed data, content and statistics. Even further, we have the ability to use the Fresh Mobile Platform as a rock solid foundation for any mobile based initiative with our ability to offer custom developed client branches.

Additionally, the Fresh Mobile Platform offers you the ability to interface with your existing web experience or power a new one (developed by the Fresh Team), fully tracked and managed marketing modules, SMS, additional web and mobile pages, blogs, or just about anything else you can think of, all geared toward mobile. The possibilities are honestly endless. We’ve designed the platform to be fully extendable and entirely modular so that anything could be achieved. Even the most particular and niche’ client can find their solution with Fresh, and if it’s not already built in, we can easily create a custom build to suit your custom needs.

This blog will serve to address product updates, case studies, industry and partner commentary and some feedback from the design and development team as we continue to develop Fresh Mobile Platform and evolve with the industry. Stay tuned as we have some very exciting announcements coming in the near future and can’t wait to share them. Be sure to subscribe to the RSS or mailing list!