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Cross-device brand experience: Interactive brand elements in the Skype service ecology
Linköping University, Department of Computer and Information Science.
2006 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Many interactive products and services have made the move from stationary or desktop applications to dedicated mobile devices. Sonys Playstation has evolved into the PSP (playstation portable), Apples iPod is fully integrated with iTunes, Microsoft’s new media player is rumored to carry the Xbox brand and browsers like Internet Explorer and Opera can be used on pocket PCs, cell phones and Smart Phones. A very interesting example of this development is the global telephony company Skype that offers free calls over the Internet as well as instant messaging, video conferencing among many other things. Skype is making its way from the desktop to a wide array of devices, stressing the need for a unified brand experience. This thesis seeks to explore the different interactive aspects that constitute the user experience of a specific brand. Through listing the use qualities fulfilled by the services in the primary product and examining their requirements and dependencies in the user interface, this thesis proposes a method to foresee potential confinements in the brand experience when distributing an interactive product or service to a new platform. The thesis also aims at examining how the method can be used in the design process.

Place, publisher, year, edition, pages
2006. , 68 p.
Keyword [en]
user experience, brand awareness, service design, service ecology, interaction design
National Category
Human Computer Interaction
URN: urn:nbn:se:liu:diva-14953ISRN: LIU-KOGVET-D--07/05--SEOAI: diva2:31751
Fine Art
Available from: 2010-05-17 Created: 2008-10-02 Last updated: 2010-05-17Bibliographically approved

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Department of Computer and Information Science
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