16 Developing Practical Wireless Applications
This process is of particular value to new developers, whose application adoption may
be assisted by carrier association. In the US the carrier relationship is considered to be
particularly valuable and this holds true in other countries as well. In the UK and the
rest of Europe, however, distribution has a slightly different emphasis and much
occurs through aggregators or portal sites.
A Long-term Perspective
To fully understand the wireless audience and be able to effectively develop the kind of
new wireless applications that will achieve consumer success, we must be able to look,
not only at the aspirations and needs of life today, but also to see beyond the “here and
now” towards what might lie ahead. To do this we dont need a crystal ball or any kind
of psychic abilities, but what we do need to be able to do is to take what we already
know about the evolution of wireless technology and to combine this knowledge with
educated intuition about the future. Trends are already beginning to show themselves
in terms of wireless application take-up and we can further build upon these demo-
graphics to make intelligent predictions about where future development paths might
lead us.
Effective product development begins first and foremost with building a compre-
hensive understanding of the market for which your products are intended.
Consumers can be categorized into distinguished groups with attributes such as
motivation, age, income and usage scenarios.
As consumers, we try to find purpose and direction for all areas of our lives; from
setting up our home to running a business.
We all internalize the procedures that govern our choices and behavior into clearly
defined boxes, formed through a combination of past experience and the practi-
cal opportunities that face us.
The problem with these boxes is that they are, all too often, walls without doors.
This confinement turns our boxes into prisons rather than the ordered sanctuar-
ies we had formed them to be.
Wireless technology offers us an extraordinary liberty.
Utilizing wireless technology initially activates the process of placing doors into
our walls, where over time these walls begin to diminish.
Understanding the Wireless Audience 17
Chapter 2
To many consumers, the concept of this kind of wireless liberty is a heady revelation.
Marketers have only recently begun to fully exploit the real benefit of this wireless
More and more wireless products are becoming supportive of our everyday needs.
Nowadays, marketers are using clearer messages in their marketing.
When developing a new wireless application, we can see that defining its intended
support attributes within clear usage scenarios is just as important as choosing the
right wireless technology for the intended end product.
The market for wireless products is extensive and spans from the rapidly evolving
mobile youth market to the protection and security provided to the elderly
through wireless home monitoring systems.
Wireless manufacturers are continually responding to the need of the consumer.
It isnt enough for us to be able to work from home anymore – todays most hearty
wireless consumer craves the ability to work from anywhere.
And, when looking beyond our virtual workspace to other dimensions of our
lives, particularly those of entertainment and education, the same holds true.
The freedom afforded to the wireless executive extends out from the workforce to
other areas of life such as entertainment and education.
Today, our kitchens can become classrooms and our laundry room libraries.
Some worry that old-fashioned family values are being swept away by the wireless
tidal radio wave, whilst others revel in the freedom afforded to their families and
embrace the new diversity of living and working without wires.
We need to clearly segment the market into distinct consumer groups, each
assessed by motivation to purchase and typical usage patterns.
Diffusion of innovation is particularly relevant to understanding the new
wireless audience, as it refers to the tendency for new types of products, practices
or ideas.
Early adopters of wireless technology are crucial to a products market success.
These early adopters will generate group interest among other social and peer
groups, resulting in a well-received product that is embraced and accepted by a
wider range of users.
Early adopters also ensure that life-style model needs are further reinforced within
the target market.
Wireless technology is a dynamically continuous innovation due to the fact that
it is constantly evolving and adapting.
Manufacturers should keep re-education to a minimum.

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