Index
A
Aesthetic Measure (Birkhoff), 41
AI (artificial intelligence)
CALO project, 77
intersecting fields, 8
threat factors, 130–131
Airbnb
layers used by, 110
origin of, 48–49
reason for using, 25
smartphone use and, 125–126
successful app launch, 126
wow factor in, 48–49
Alibaba, 22
shortcuts tool, 109
warehouses, 24
Amazon Echo, 45
Andreessen, Marc, 124
Andressen Horowitz, 7
Android, 18
Apple
iPhone, beauty of, 41
Jobs’ iPhone announcement, 42, 117
market risks taken by, 4
mobile apps, quality controls, 28
mobile developer ecosystem at, 124–125
mobile platform expansion, 136
reason to buy component of, 123
See also iPhone; Siri
apps. See mobile apps
Arendt, Hannah, 131–132
Ariely, Dan, 79
artistic tools, in building for learning growth teams’ mastery of, 107
hooks, 109
importance of, 106–107
layers, 110
shortcuts, 109
Autodesk, 7
B
baby boomers, 75
banking services, mobile, 122
Baumeister, Roy, 66
beauty
building for, 53–58
confounding nature of, 39
in context, 50–52
efficiency and, 39–46
in Flipboard design, 47–48
in France, 18th-century, 40–41
in GreenOwl design, 45
in iPhone design, 41, 42, 50–51
in mobile product design, 42–61
mom test of, 37, 47–48, 62, 145–146
in Pandora design, 43
in Sonos speakers design, 145
thumb test and, 62
in Uber design, 145
wow factor/visceral quality of, 46–50
Bell, Alexander Graham, 119, 122
Beykpour, Kayvon, 134
big data (analytical tool), 105, 106
Birkhoff, George David, 41
Body Rule
description, 33
design elements of, 133
futuristic example of, 134–135
millennials and, 133–135
relation to mobile products, 13, 36
Sonos and, 145
Uber and, 145
See also beauty
Boston Consulting Group (BCG), 13
Breeze, car-leasing service, 24
Butterfield, Stewart, 51
C
CALO (Cognitive Assistant that Learns and Organizes) project, 77
Chen, Andrew, 107
Clara, 46
community
Facebook and, 127
meaning and, 63, 71–76, 127, 147
power organizer organization of, 25
privacy concerns of, 73–75, 90
of ride sharers, 146
social norms and, 63, 71–76, 90
computer revolution, 123
context
in beauty, 50–52
in learning, 102–104
in meaning, 76–81
cultural transformation, 28–30
D
Data Camp training program, 105
dating app development, 5
decision fatigue, 68
design of mobile products
external filters, 81–85, 87–88, 90, 147
gestures, 57
internal filters, 67, 81, 83–84, 86–87, 90, 147
mom test in, 37, 47–48, 62, 145–146
navigation, 56–57
onboarding, 56
performance, 57
pull and push, 58
single-task, 56
thumb test in, 37, 42–43, 45, 56, 62, 144–146
digital advertising, 15
digital natives. See millennials
Dropbox, 103
E
e-commerce, 20
Elance, 122
Ellis, Sean, 103
entrepreneurs
excitement about mobile, 7
global span of, 122
persistence of, 93
sharing economy creations, 13, 23–27
Evans, Benedict, 124
Eventbrite, 103
external filters
forms of, 82
meaning and, 81–84
permission, 85
transparency and, 83
user personalization and, 147
Yelp’s use of, 87–88
Eyal, Nir, 71–72
F
acquisition of Oculus Rift, 134
big data analysis on, 105
building for learning in, 112–114
building for meaning in, 86–87
community mission of, 127
complaint filing process, 78–80
content producers, 86–87
digital advertising on, 15
free Internet access from, 120–121
Instagram sharing on, 60
mobile access development, 6
mobile-first transition, 28–29
purchase of Instagram, 44
reaching consumers through, 15
smartphone app, case study, 126–128
social mission of, 92
strategic acquisitions, 29
targeting of new users, 99
Tinder interface with, 67
updating/push notifications, 58
user usage data, 125
Facebook Connect, 67
Facebook Login, 55
Facebook News Feed, 86
feature phones, 120
filters. See external filters; internal filters
Fordism, 26–27
G
Gates, Bill, 125
Gebbia, Joe, 48–49
Geminoids robots, 129–130
Goldfein, Jocelyn, 28
Evans’ comment on, 124
free Internet access from, 120–121
mobile apps, quality controls, 28
mobile developer ecosystem at, 124–125
mobile platform expansion, 136
Nest purchased by, 44
search engine leadership, 22
Greene, Robert, 93
growth teams, 107
H
Harvard Business School study (2011), 88
Hawking, Stephen, 131
health initiatives, mobile, 121
Heidegger, Martin, 131
Her movie (Jonze), 64–65
HomeAway, 25
Hooked (Eyal), 71
hooks, in building for learning, 109
The Human Condition (Arendt), 131–132
human-first principles
as basis of mobile products, 9
body component, 31
mind component, 32
spirit component, 31–32
I
Impressionist paintings, 40–41
Inkinen, Sami, 98
Instacart, 24
digital advertising on, 15
Facebook purchase of, 44
integration with Facebook, 60
smartphone use and, 125–126
successful app launch, 126
internal filters
people, 84
place, 83–84
in Trulia, 81–82
user personalization and, 147
International Digital Emmy, 3
Internet
early website history, 19–20
global free access effort, 120–121
mobile book availability, 122
responsive websites, 15–16, 18–19
smartphone interactions with, 15, 50, 100, 120, 132
Internet of Things, 136
Internet.org initiative, 120–121
iPhone
app launch for, 18
capacitive touch screens, 118
daily use data, 41
Internet browsing on, 50
Jobs’ announcement of, 42, 117
wow factor, 42
See also Siri
J
Jonze, Spike, 64–65
K
KnockKnock, 49
Kochava, 105
Krishna, Golden, 45
Kuniavsky, Mike, 136
L
Lanier, Jaron, 74
layers, in building for learning, 109, 110
lean agile (scientific tool), 106
Leanplum, 105
learning
artistic tools, 109–110
building for, 104–114
in context, 102–104
in Facebook, 112–114
fast, adapting to us, 95–98
in Nokia, 110–112
scientific tools, 104–105, 107–108
slow, breaking new ground, 98–102
by WhatsApp, 97–98
by Yelp, 101–102
Lehman, Bastian, 24
Lyft
early challenges, 95
ease in using app, 70
power sharers and, 24
strategy for success, 95–96
M
Mad Men era, 21
Mandela, Nelson, 93–94
Mastery (Greene), 93
Mayer, Marissa, 22
McCue, Mike, 47–48
meaning (of mobile products)
building for, 81–85
community and, 63, 71–76, 127, 147
context of, 76–81
emotion and, 70
external filters and, 81, 82, 84–85
Facebook and, 86–87
internal filters and, 83–84, 147
personalization and, 63, 66–71, 90, 127, 147
Spirit Rule and, 31–32, 33, 37, 63, 80–84
Yelp and, 87–89
millennials
Body Rule and, 133–135
as digital natives, 132
Mind Rule and, 138–140
Mobile Formula and, 141
Pew Research Center description, 132
privacy beliefs of, 75
shaping of mobile revolution by, 117, 132–141
smartphone dependency of, 132
Spirit Rule and, 135–136
mind-body-spirit trilogy. See Body Rule; Mind Rule; Spirit Rule
Mind Rule, 91–115
building for learning, 104–110
learning fast and, 95–98
learning in context and, 102–104
learning slow and, 98–102
millennials and, 138–140
relation to mobile products, 13, 36
scientific/artistic tools, 107–110
Sonos and, 147
Uber and, 147
See also learning
Mixpanel, 105
mobile apps
Corporate America’s demand for, 7
for dating, 5
Flurry’s industry data, 19
implied values of, 14
launching, 18–19
mobile marketing and, 15
pre-deployment quality controls, 28–29
problem-solving role, 94–96
See also specific mobile apps
mobile-first
Facebook’s transition to, 28, 126
mind-body-spirit trilogy and, 30
reasons for becoming, 29–30, 35
Sonos’s transition to, 144, 147
Mobile Formula
all encompassing quality of, 143
creation of, 8
Facebook case study, 126–128
in the future, 128–141
human-first principles, 31–33, 36
millennials and, 141
in the past, 118–122
in the present, 122–128
role in mobile product success, 13
See also Body Rule; Mind Rule; Spirit Rule
mobile phones
evolution of, 119–120
hardware component, 118–122
reason to buy component, 123–126
mobile revolution
abundance of data in, 73
Big Bang theory behind, 118–119
consequences of ignoring, 20–21
description, 2–3
global entrepreneurship and, 122
hardware component, 118–122
learning fast and, 95–98
learning in context and, 102–104
learning slow and, 98–102
millennials’ shaping of, 117, 132–141
origin of, 117
search for formula, 4
sharing economy and, 23–27, 36
mom test (of beauty), 37, 47–48, 62, 145–146
money services, mobile, 122
Montreal, Canada, smartphone app, 137–138
Mori, Masahiro, 130
Motorola, 4
MS-DOS (Microsoft Disk Operating System), 123–124
Music Genome, of Pandora, 43
Musk, Elon, 131
MyFitnessPal, 7
N
natural language processing, 77–78
Nest, 44
Net Promoter Score (NPS), 102–103, 104
Netscape, 124
New York Times, 93
99designs, 122
Nokia
building for learning by, 110–112
connecting people mission of, 120
dismissal of iPhone technology, 117–118
early mobile designs, 119
incubation labs, 3
mobile market leadership, 3–4, 120
Opera Software and, 6
reason to buy component of, 123
resistive touch screens of, 112
smartphone success, 3–4
Nokia Life Tools, 121
O
Opera Mediaworks, 101
Opera Software
free Internet access from, 120–121
mobile video advertising success, 6–7
success of app, 100–101
operating systems, 123–124
Owyang, Jeremiah, 23
P
Pandora
choices made by, 10
Music Genome of, 43
Sonos speakers linking with, 146
thumbing and, 43
PayPal, 87
Peers.org, 25
people (internal filter), 84
Periscope, 133–134
permission (external filter), 85
personalization (of mobile products) design considerations, 54, 63, 81, 90, 136–137, 144
emotions and, 80–81
meaning and, 63, 66–71, 90, 127, 147
privacy and, 73
Tinder and, 66–67
Pew Research Center, 132
Pillow, 25
place filters, 83–84
policy filters, 84–85
Postmates, 22–23
power operators, 24–25
Predictably Irrational (Ariely), 79
privacy
baby boomers’ beliefs on, 75
community concerns about, 73–75, 90
external filters and, 82, 84–85
Google Glass and, 76
millennials’ beliefs on, 75
Spirit Rule and, 32
Pythagoras, 46
Q
Qualcomm, 136–137
The Question Concerning Technology (Heidegger), 131
Rakuten, 103
reason to buy component, of mobile phones, 123–126
responsive websites, 15–16, 18–19
ridesharing services. See Lyft; Uber
Robinson, Joe, 50
robotics, 129–130
Rudin, Ken, 105–106
S
Save the Trees, mobile game, 137
scientific tools, in building for learning
description, 104–105
funnels, 108–109
goals, 107–108
growth teams’ mastery of, 107
lean agile, 106
turnkey solution companies, 105
selective insulation, 100
sharing economy
definition, 23
Fordism comparison, 26–27
job flexibility feature, 25–26
local delivery services, 22
mobile revolution and, 23–27, 36
new entrepreneurs of, 13, 23–27
Owyang’s expertise on, 23
power operators of, 24–25
professionalization of, 24
ridesharing services, 22
shortcuts, in building for learning, 109
Simmons, Russel, 87
smart apparel companies, 21
smartphone dependency, 132
social networks
connectivity study, 72–73
content sharing on, 60
digital advertising on, 15
reluctancy in joining, 99
See also specific networks
social norms
external filters and, 82, 85, 147
Sony, 136–137
Spirit Rule, 63–90
community and, 34
meaning aspect, 31–32, 33, 37, 66–89
millennials and, 135–136
relation to mobile products, 13, 36
Sonos and, 146
Uber and, 146
See also personalization (of mobile products)
Stoppelman, Jeremy, 87
T
targeting of new users, 98–99
thumb test
beauty and, 62
GreenOwl and, 45
Pandora and, 43
product assessment and, 144, 146
requirements for passing, 42–43, 56
Uber and, 145
internal filters in, 81–82
Uber
Body Rule and, 145
ease in using app, 70
Mind Rule and, 147
origin of greatness of, 92
sharing economy member, 22, 25–26, 70
smartphone use and, 125–126
Spirit Rule and, 146
successful app launch, 126
UNESCO study of mobile phone use, 121–122
V
Virtual Human Interaction Lab (Stanford University), 134
visions of mobile companies, 92
W
WeChat, 15
What Is Art? (Tolstoy), 46
advertising on, 15
Facebook’s purchase of, 29
learning by, 97–98
selective insulation by, 100
smartphone use and, 125–126
successful app launch, 126
Whirlpool, 136–137
Y
Yahoo, 21–22
Yang, Jerry, 21
external filters in, 87–89
learning by, 101–102
trustworthiness of, 89
Your Are Not a Gadget (Lanier), 74
Z
Zillow, 109
Zuckerberg, Mark, 125