 Hi everybody. Thank you for having me here. It's a great session. I love Ben Hammersley's keynote speech and even though he say we are cyborgs, to a certain extent, I believe that we are human beings, that have human behavior, which I'm going to talk about now. I'm going to take you through a day in the life of us people, a day that is very much characterized by the mobile internet today. My name is Maria Åkerlund and I'm working at Ericsson Consumer Lab. So a few words are marketing first. At Ericsson, we build networks of course, but we also run networks for our operators and we need to understand the people that are using our networks. And that we do by interviewing about 100,000 people every year in around 40 countries. And we've done that since 95. These people represent about 1.1 billion people around the world. And we also started to dig into 15 mega cities every year to understand what's happening in the city. Because a lot of things is happening in cities as we heard before in high city. It was to spend hours and hours talking to and observing people. Observing them and talking to them, not picking the brains, to the same extent as Jens did. So what I build my conclusion upon are perceptions. Perceptions that people have of their everyday life. And I would like to go through a day in their lives to see what habits people have based on what we've found here. And during my session, I will ask you questions, because that's my profession. I love questions. And I'm very curious. First of all, what did you have for breakfast this morning? Was it the same thing you had yesterday? Or perhaps not, because you were at the conference? Think a week back. Was it different from a month ago? Did you commute here today? Did you use the same means of transport? The same route? Well, I did at least. I'm a coffee person that defines me. I'm a car person that defines me. Because first we make our habits and then our habits makes us. Our habits are very important to us and they guide us in our choices. Through life. They guide us on what kind of technology we use very much. So let's start the day. What's the first thing you touch in the morning? You are in the bed, stretching your arms. That might be needed because it's very hot in here. Open your eyes. And what do you touch? Anyone? Alarm clock. Good. Someone might touch your husband or wife, but loads of people touch the alarm clock. But compared to a couple of years back, or say 10 years back at least, it's now in the phone. So even in bed, before we go up, as soon as we open our eyes, we do turn to our mobile phones. Amazing, right? What do we do next? Have breakfast? Not yet. Then you use the internet. We see that globally, in 54 countries, two out of five smartphone users go on the web using Facebook, using email, checking weather, checking news. And it's not just the kids. We did see that a few years back that the teenagers were obsessed by their SMS flow even during nighttime to see if they were loved. Did someone remember me already in the night? Nowadays, it's persons like me, a mom, checking Facebook. Has anything happened? What's the weather going to be today before even I open the blinds? And you can also check the emails, even before you get up. A few years back, you didn't have time for that, or at least you didn't perceive you had time for that before. So the internet can do quite a lot for us. Affecting our habits and our habits to be in control, to be loved, to be connected, affect how we use our tools. But then you go out of bed. You have to start the day. But what do you bring with you when you leave home in the morning? What kind of companions do you have with you? Well, we did go to Shanghai, New York, Paris, and Berlin last year and ask smartphone users, what kind of things do you bring when you leave home in the morning? And what kind of things do you go back if you forget? And 90% says, of course, the mobile phone and keys. So we are very, very important for us to be able to unlock doors, to lock doors, and to be connected and to be reachable. And we all go back for our phones. We can't leave them at home, right? We feel naked. If we leave the home without the phone. And then 80% of us bring cash or wallets, because those kind of things are not really yet in the mobile phone. We have very few people who use mobile wallets and so on, so we still bring our cash and cards. And we who commute by public transport, we use a commuter pass, so we bring that one. And a few still bring the MP3 player, the stand-alone, even though it has moved into the mobile phone. Still a few of us bring a second device. But very few, only 20% bring their laptops and their books. And we would say that if the mobile phone is the mobile, the mobile device, the laptop is more of a nomadic device as the book, you bring it when you know you're going to be able to read it. Or you bring it when you know you're going to be able to do some tasks, specific tasks. So from an everyday behavior point of view, it's not as mobile as the mobile phone. And finally, the tablet, it's not as mobile either yet, because only 10% bring their tablets more or less every day, even though the ones who use them and have them at home, where if you bring them. And the portable gaming console is now very much entering the mobile phone. So now we've left the door. We'll bring our mobile phones. Do we use them? We did use them already in bed, right? And we continue using them. After going up from bed, the users just go up, up, up, up. In the morning, during commuting time, during lunch, we tried to eat as well, multitasking, using our mobile phones. Throughout work, we do use them for work. We do use them for pleasure during work time, Facebook, right? During work time as well. But then we have a sacred moment, dinner time, where we eat. I guess we eat the things we didn't have time to eat during lunch. And we talk to family and friends. But then as soon as we put our dishes in the dishwasher, we go online again, using our mobile phones. We have recent data showing that the mobile phone is a very, very dear companion by watching TV, for example, because the TV experience becomes so much greater if you can share with people not in the room, or people who have the same strange interests as I have, and share them on Twitter. But I think this commuting time, where our consumption rises, is very interesting from an everyday life perspective, because during commuting time, we get quite frustrated, don't we? Have you ever got stuck in traffic? Yeah. It's not fun. Commuting time is not fun, according to our respondents. It's a time that should be as short as possible, or you would like to utilize time as much as possible. So what people do then while commuting? Well, we went to the U.S. and we went to Sweden to see what people do and compare these countries. And we do see that the Americans tend to navigate a lot, use the maps and listen to music on their mobile phones. While Swedes do a lot of things, except on navigation. Why is that, you think? Why are we so different in our smartphone behavior during commuting time? Exactly. Our habits of using both public transport and cars in Sweden also affect how we use our tools. We want still to utilize our time, but we can do it differently. While the Americans drive, they mainly use the navigation tools and maps and music. I guess some of them do email, but it's dangerous, right? You've never done that. And people expect so much more than just being able to utilize their time and go from point A to B. Because our consumers' expression wish to have even more. I want to have notifications if there are big accidents somewhere so I can avoid them. My smartphone's GPS system knows where I am, but it couldn't warn me away from problems. And we heard before you were in this room about how smart a seat can be if it shares its data. And we consumers don't just say that we want these kind of services. What I bring with me from this quote is that we do expect so much more than developers could imagine. We believe that our smartphones are smart. We believe that there are information out there that should be in the mobile phone. And everyone knows where I am anyhow via the GPS system, so couldn't I get even better information? And those are the requirements and expectations consumers have on technology today. All to stay in control, to be in time for the meeting, to picking up kids, to make a day as effective as possible, to make use of our valuable time and valuable money. But let us leave commuting time for a while. We did see that dinner and lunchtime were a bit different, and we can talk a little bit about eating habits. Do you like experimenting with food? Try out new tastes. Well, I do. And a lot of people do. More than half of the consumers globally say that they enjoy experiment with new foods and drinks. We are so creative. Want to try out new things. At the same time, two-thirds of these gastronomic experiment says concerning food I eat a stick pretty much to what the things I'm familiar with. And if you think back for about a week, did you experiment on Monday, Tuesday, Wednesday, Thursday? Perhaps Friday, right? Or was it the Freda's mice, as we say in Sweden? Same as usual. Perhaps you did try out a new restaurant, a new dish on Saturday. Most of us, at least. So once again, I would like to return to our habits, a very dear to us, and guides us in many of our choices. And these habits also affect us in the media industry. We should be aware of these habits because they make us very dependent on the clouds and affect the things that we expect from the cloud. Smartphones and mobile internet today is not just about personalization. It's not just about rumble. It's not just about having your latest fitness app. It's about keeping up the social infrastructure in life as well. We know for a fact that kids still love to meet in person. All kids are not anti-social, as by traditional terms, they love meeting in person. But these tools help us to make the frequency, the quantity of meetings better. We can always access Facebook. But what I think is the most interesting part of this pyramid is the bottom one. Where we start today to expect our tools to help us navigate the societal infrastructure, where services and technology that knows our local whereabouts, my preference in my local context, and in situations that are not that fancy or create big emotions during commuting, during grocery shopping, when we're going to travel for vacation, when we're going to pick the latest, I don't know, computer or whatever, we turn to our tech tools today to get the guidance to become more efficient. And I personally believe that a lot of the killer applications from a consumer point of view, i.e. applications that will change or help me in my everyday life, they would make a difference will be done here. And we did actually ask people what you want in your mobile phone from an everyday life perspective and compare that with the interests in the latest personalization apps and services. And the results we got were these, this is from last year, Shanghai, Paris and Berlin. And as you can see, most of the interest, the highest interest is in services that help me navigate throughout my everyday life. They want to have better travel planners that are smarter, that knows my presence. They want to have barcode scanners so they can shop easily, more easily, and in not shopping like the latest shoes or the latest gadgets. It's helping me to do the grocery shopping. Have you ever gone through a big grocery store? The kids are screaming if you have kids, or someone is waiting outside for you in a car and you come to the cashier and darn, you forgot the milk or you forgot the bread, or you come to the meat dish and see that, oh, they only have lamb. What the, I was expecting pork for dinner on another type of meat. Then you would like to be able to turn to your devices and say, oh, let's just show me indoor navigation, where to find the best route through the store so I don't miss all the things I've written down on my shopping list. Or let's point at the pork or let's point at the lamb and see what I can do with other things I have in my basket. Instead of having to walk back the whole way and pick new things for dinner. So all in these small everyday routines, mobile internet and smartphones can make a really difference for us people, make life a little bit more easy and open up for time to do more pleasant things. But it has been a busy day, right? Connected all the time, doing a lot of multitasking and we can't read, so we go to bed. You set alarm in the clock, in the phone when you go to bed. And once again, what we do next? Are we too exhausted? Do we fall asleep immediately? Ah, we go on the web. You're nodding. Yeah, I recognize myself as well. Half of all smartphone users do that. What's the latest bus on Facebook before I need to fall asleep? Or can I just send this email before I go to sleep? Then we fall asleep. And what I see in all these behavioral changes is a new kind of society which makes all of us, regardless of what kind of industry we're working in, if we are a goods provider, if we're a service provider, if we work with retail, if we work with restaurants, making tables, whatever industry we're working in. This constant activity on internet or the consumer's drive to connect to the internet put requirements on us to be mobile service providers or internet providers. And I believe that to be truly relevant for our people today, you have to be in their smartphones or the mobile phones. You have to be somehow connected. And as we did see with the quote before from the gull who was commuting and frustrated by that the GPS system didn't work as well, we see that the consumers are way ahead of us. They expect more things than are available today. And I also believe they are ahead of us because, as Speaker Befor mentioned, that it's complex. When we start to talk about traditional infrastructure, transport infrastructure, legislation, buildings are going to talk to each other, we need collaboration. And we in this industry, including Ericsson, are not as good as consumers collaborating yet. So we need to start there to make truly relevant services for our consumers. And as I think you all heard her, Johanna saying in the beginning of this session when she welcomed us, she said that she had been affected by the internet. She didn't stay asleep for a couple nights trying out a new fancy thing of internet. And therefore I would like to end with a quote from Ericsson Consumer Lab where we believe that first the internet shaped our habits, we didn't sleep as much in the beginning, but our habits are so strong because we are creatures of routines. So we believe that our habits will shape the mobile internet going forward. Thank you.