Shae Clements . Jonas Hinn Ekta Shah . Nina Shih

1. Shae Clements . Jonas Hinn Ekta Shah . Nina Shih

2. Our Mission makingApartment Search a Sightseeing Cruise!

3. Target Market • Rental market • Young Renters • College students • Yuppies • People constantly relocating • Landlords We need renters!

4. PersonaMatt Greene • Graduate student • Summer internship at Pittsburgh Apartment Requirements • Shadyside, Squirrel Hill, Oakland • < $600 budget • Housemates (?) • XL Dog friendly • Laundry onsite facility • Parking available (on/offsite) • Public transportation

5. ScenarioA Day at Pittsburgh Cruising for an Apartment • Just arrived @ Pittsburgh • About to leave his hotel in Oakland • 2 choices • Sightseeing Itinerary • Ad Hoc – Cruise! • Heard great things about Shadyside & heading towards the area! • MAC guides Matt to the apts that suits his needs

6. Double checks his profile Scenario

7. Search for apartments in an unlisted area Scenario

8. Input Area Scenario Show Map & Zoom into Map

9. Zoom In Scenario Select an Apt Cluster

10. Select Apt Listing Scenario Check Apt Status

11. Add Photos & Notes Scenario

12. Mobile Apartment Cruise • Real-estate market • paper-intensive • time-intensive • information-intensive • Ideal industryto embrace m-commerce solutions! • Web portal • Input settings / profile • Schedule appointments • Mobile portal • Location base apt finding • Call & contact management • -Directions to apts

13. Our Business Modelin collaboration with Craigslist • $2.99/month • Craigslist: a for profit, non profit org • Loyal community • Unbeatable Web presence • Spring launch • Next step • Expand to our other product classified lines: • Garage sales • Individual car sales • Connect to car GPS • …

14. Competitive Analysis • Traditional • Agent base, service oriented • Century 21 • E-Commerce • Up to date information oriented • Craigslist • Apartment.com • Forrent.com • Westside rental • Zillow.com • M-Commerce • Ubiquitous computing oriented • Smarter Agent

15. BCG

16. Porter’s Generic Competitive Strategies

17. Craigslist Dominates online Classifieds Personals Homes Jobs Items for sale 50 countries 14m users/month And still growing! Reaches 8% of entire online population 450 BILLION page views per month Reliability of content? Community trust Decline of user count in other online classifieds Move.com, Realtor.com, Homes.com, ForRent.com, Apartment.com Homes & rentals (range from small apts to large apt complexes) ForRent.com: community videos & 360’ property tours WestSideRentals.com Southern-California Landlords post for free (provide rental supplies) Searchers pay $60 for 60 day membership Competitor of Craigslist Zillow.com Approximate real estate value e-commerce

18. m-commerceSmarter Agent • Launched January 2007 • Location base service • real estate, neighborhoods • interesting places around you • Apartment • rental price • Address • apartment features, • photos of the property • square footage • # of bedrooms, bathrooms • lot size • tax information • GPS, map data powered by NAVTEQ(R) • Available on all mobile operators • Owns patent for mobile apt business model • Partners: • Joint listings w/ Apartments.com • Prudential, • Qualcomm • Coldwell Bankers • Compensated by agents & brokers • ClearSky Mobile Media, iCODE PhoneFlyer, ERA.com Mobile, Pocket Real Estate Wireless • information on real estate listings to mobile phones

19. Technology • From wire frames to requirements

20. Technology • Deploying ApartmentCruise Download and ActiveSync Web Download and ActiveSync ApartmentCruise Website ApartmentCruise WAP site WAP Download

21. Technology • Choosing the Software Architecture Constraints Dev. Time GIS components Quality Attributes Usability Performance Security Functional Requirements Using GPS NOT always ON

22. Technology • Usability: Optimization toward fast goal achievment Profile preferences to narrow search results Context-aware listing of nearby apartments Map zooming without paning, using number pad Shortcut to favorite apartments

23. Technology • Performance: Heavy data traffic while browsing apartments 1 to 3 images per apartment description: 100kByte Single map download: 80kByte.

24. Technology • Layered Architecture Mobile Application Layer The software run-time components needed on the smart phone to run ApartmentCruise. Web Services Layer Web services hosted on a web server provide dynamic application data from Database Layer Database Layer represents the database(s) which serve the dynamic application data.

25. Technology • Data model Highlights: Addresses including spatial coordinates (assuming WGS-84) Adapting listing of location names which are familiar to the user.

26. Technology • Positioning Technologies AGPS – Assisted GPS AFLT – Advanced Forward Link Trilateration AOA – Angle of Arrival EFLT – Enhanced Forward Link Trilateration EOTD – Enhanced Observed Time Difference GPS – Global Positioning System TA – Timing Advance TDOA – Time Difference of Arrival

27. Technology • Accuracy of positioning technologies

28. Technology • Positioning services by operator (2002) Source: Openwave, developer.openwave.com/omdtdocs/location_studio_sdk/pdf/Intro_to_Location_Technologies.pdf

29. Technology • Challenges Difficulty to determine location with GPS in car. (AGPS needed) GPS is not reliable when used in street canyons. (AGPS needed) Being location-aware is still costly!

30. Technology • What did we implement?

31. Technology • What did we implement?

32. Technology • What did we implement? Time for DEMO!

33. Security & Privacy • Personally identifiable info collected by MAC will not be available to public • Location information of MAC users • Renter’s contact info • Renters & landlord’s calendar • Cookies on web browser to enhance web portal customizable interactions • MAC may share non-personal aggregate / summary info • Policy customary of internet • Info such as: • User visit counts • Zip code • … • Landlords may want access to credit reports

34. Usability Evaluation • Think Aloud Evaluation • Provide scenario & task list • User walkthrough task list • Talk aloud as they perform task • Take note of breakdowns, confusions, struggles

35. Usability Study Results • Noted 13 Usability Aspect Reports • Found ‘Oh but of course!” problems wouldn’t have known if did not perform user studies. • Major issues with navigating our map • Users found the apartment detail page fun & easy to use • Not happy with the phone they were using to test the application

36. User Research / Concept Validation Survey Results (over 100 responses) • 56% of respondents were under 25 • 69% of respondents move at least every 2-3 years • 88% agree that searching for an apartment is tiresome • 95% feel that the specific location is extremely important when finding an apartment • 77% would be interested in trying this service the next time they were searching for an apartment “Making it mobile and at the moment would have been a great help!” “It would make my search more efficient. I would probably need less time and would be confronted with many more offerings” “This would be very convenient and make my search less tedious” “It sounds like it would be responsive and immediate - as well as selective to my personal needs” “Anything that makes this process more convenient would be wonderful!”

37. User Research / Concept Validation Our Challenges • Respondents were concerned about the price of this application (they were not given pricing information) - including download airtime • Usability was a key factor - users feared it would be difficult to use - or stated they’ve had usability problems with mobile applications in the past “I don’t want to spend money to download things onto my phone” “Depends on how much it would cost, and how much it would cost for my cell phone to be on the Internet” “It seems like this would be hard to use” “My carrier charges WAY WAY too much for data access”