End-User Mobile Scenario & Device Usage Study Goals

Identify high likelihood areas for Product X to deliver differentiated value on mobile devices (Smartphones & Tablets), in Mobile Waves. To that end, we specifically sought to understand: What are the key scenarios that users need or desire to get done while they are mobile? What new forms of productivity are emerging? What "Mobile-first" scenarios do we see? Which device is chosen for a given scenario, and what depth of capability is needed on different devices? How do various trends (cloud, hardware, network bandwidth) shape scenario adoption and what are their implications? [Stretch Goal] What are Students expectations around usage of mobile devices?

Executive Summary
After having focused on providing the Basics of Product Everywhere in previous waves next mobile wave needs investment guidance on which Mobile Experience/Scenario areas would bring the most differentiated value, on Smartphones and Tablets respectively. Our teams of three researchers have been conducting field studies and site visits with students, Small enterprise Information Worker and Large Enterprise Information workers across three countries to identify impactful mobile experiences to invest in for Smartphones and for Tablets.

Surprises and Ahas

1. Transitioning tasks across devices typically: i. Happens at logical breaks in the task flow, as in Deferring / Queuing the next step of a task for later o e.g. Find an article, but Save the reading for later o e.g. Triage email on phone, but defer typing response until you get to a larger device (such as by hitting Respond, then immediately Saving to Drafts) ii. Is more about having equal access to the same data from multiple devices o e.g. Calendar, To-do lists, Notes, Docs Notetaking (on Tablet) is notably missing as a scenario among Students Lots of simultasking (mobile devices + PC, TV, etc.) pose opportunities for mobile as a secondary screen (value in being separate, value in being inter-related) Location based interaction is big in India

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Early Adopters in China are different (early iPad purchase is primarily driven by image / desire to have the trendy, cool item, rather than a desire to use the newest technology; and many take dont take full advantage of its functionality) We see affirmation that solving the input problem via peripherals or advanced software increases Tablet usage for Work & productivity scenarios

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Mobile Experience Pillars

Through end-user interviews and observations, we updated our understanding of the Mobile Scenarios that are important for Enterprise IWs, Small Biz IW, and Students to get done while mobile, and distilled these into 10 categories.

Mobile Device Usage Dimensions

We also developed a framework for describing peoples Device Usage Patterns, by probing how people choose which device to use for a given scenario, based on factors such as complexity of the task, location, posture, work/personal use, time of day, etc. We applied this framework to assess

which device form factor (Smartphones, and for Tablets) is currently more suited for each of the Experience Pillars.