the future of content management when the mobile broadcasts intent

The future of Content management when the mobile Broadcasts Intent

#tonyfish

Overview

• Mobile has many advantages and new ones keep appearing. Given that the mobile is available at the point of inspiration we have learnt to capture content and share it……

• The mobile is also available at our point of need. • The market structure today for need is based on the ability to

deliver relevant search based on context but this is being challenged by intent. Aka CMS and CRM

• Intent is where the user is in control. • The user broadcasts what they need and local providers bid to

meet the need. This is a significant change that will find it place and it will affect how companies offer and deliver services.

Key Points

The customer is the productThe customer is the providerThe customer is in control of their intentClose the customer feedback loopIt will all happen on a “device”

You as a professionalYou as a professional You as a one of 7 bn peopleYou as a one of 7 bn people You as a persona

“I was wrong!”

Purpose is primary AndProfit is secondary

“If we do not make opinions clear, we will simply find confirmatory facts. …..

No one has ever failed to find the facts they are looking for."

Purpose

Stuff that costslots of money

Stuff that has to be big

strategyconsulting

trivia disruption

Stuff money cannot buy

Structure

• My Digital Footprint• Mobile• Identity• Intent• Problems• Tip, Tool and Fact

A Two Sided Digital Business Model where your Privacy will be someone else's business !

Tony Fish Oct 2009

Free on lineFree PDFKindlePrint

How I react to analysis of my data

How my social group in influenced by the analysis of my data

Data embedded in my content and

interactions

Data embedded in my content and

interactions

Data embedded in my social

networks content and interactions

with me

Data embedded in my social

networks content and interactions

with me

What I say about myself

What I say about myself

What others say about

me

What others say about

me

What the analysis says about

What the analysis says about

What the analysis says about me in my social context

What the analysis says about me in my social context

What is a digital footprint?

mashup

create

consume create

create consume

consume

MMD

WMDBMD

mashup value from mobile, web and broadcast

value from mobile, TV and web data

Broadcast/ Listen

WEBMOBILE

AttentionBrowseSearch

ClickCreate

ConsumerLocationAttentionBrowseSearchTimeWhoClickCreateConsumePresence

ViewPreference

TimePresence

Point of inspirationPoint of entertainmentPoint of need

Why is mobile so important?

on this screen

in this earpiece

consume createionx

content

where

time

intent

direction

who

mobile content

mobile content

Harnessing Collective

Intelligence

Capturing Content at the

Point of inspiration

Extending the web

Mobile web 2.0

I am a tagmy identity

I am a tagmy identity

multilingualmobile access

multilingualmobile access

digital convergence

digital convergence

mobilesearch

mobilesearch

AJAX/widgets

AJAX/widgets

Uniquely mobile

LocationLocation

EnablersPlatformAccessDeviceUser

User Device Access Platform Enablers

User creates content and publishes it

Content created for the user to consume

Point of inspiration

Sport

reality

family

News

friendsholiday

night out

movie

cartoon

Adult

e.g publishing

e.g search e.g payment security, DRM

e.g GSM WiFi UMTS

e.g phone smartphone

e.g hosting, integration with WWW

Events

Professional Editing

Content creation

PersonalTagging

Professionalcapture

concert

music

colleaguesgathering

Personalcreation

Personalcapture

SportNews

Point of entertainment

Events

Ecosystem in balance

10 unique benefits of mobile…. is available at the point of creative inspiration…. has the most accurate audience measurement.… captures the social context of media consumption…. empowers the user – think Intent…. the first personal mass media…. is permanently carried…. is always on…. has a built-in payment mechanism…. offers a digital interface to the real world…. touch made computing human

http://www.tomiahonen.com/

The six screens of life

Screens of life

Public

Private

Fixed

Carried

Carry

shared

personal

Carry communicate

Carry informational

CinemaTV

PCCar TV/ Airplane

Mobile Phone/PDAiPod/ DAB

mobile content

mobile content

Consumption of digital media

6 screens of life

big screens small screens

Cinema (shared with other members of the public)

TV (shared privately within our homes)

PC (personal or shared use)

Fixed/Portable Players (fixed devices in things that move such as cars, planes, etc)

Information screens e.g. iPod, radio

The mobile device, an individual and personalised handheld device

Creation/ Publish

PrivatePersonalCollaborationPublicSecret

Blog

Wikki

Journal

Book

Paper

TV

Movie

Music

Consumption

Screens of life

Public

Private

Fixed

Carried

Carry

shared

personal

Carry communicate

Carry informational

Relevance

Voting

Index

Tags

Search

ID

Footprint

Verification

Attention

Payment

Location

‘Portability’

Value between creation and consumption

Content managementDRM toolsAd engines

UI, navigationService, storage, backup

digital footprints – context

Collection, store, analysis and value created from digital data from mobile, web and TV

Proof of who I am– Driving licence– Bank details– Credit history– Social security– Certification

Regulated and institution controlled

identity privacyblack hole of debate

digital footprint

Control/ settingEmotionalPreferenceStatusRegulationLaw

public/ private

Who creates identity?

– not me

• government • education • parents• family and friends• influencers, filters and those I follow • news• Bias and experience • beliefs that I like • my behaviour, habits, routes and routines

So who creates identity? : no one

an identity doesn’t create value

Source: My Digital Footprint http://www.mydigitalfootprint.com/

physical mebehavioural me

claims and history me

DNA

finger print

iris scan

medical recordsacademic achievements

professional achievements

images

photos

voiceeye colour

hair colour

height

home addresses

brands

events

bank and credit

patterns

routesroutines

activity

Social me

cost value

from others

from me

usage

blogs tweets

habits

friends

likes

comments

attention

preferences

links

blogs

friends likes

comments

links video

tagsofficial documents video

photos

Google doesn't want your identity – it wants the data that gives you identity

trigger(spike)

reflection(pulse)

refinement(wave)

stable(signal)

reputation

influence

authority

relevancy

preference

credibility

trust

reach

Signal

Spike

Pulse

Wave

Trend

The model

store

click data

content

my data analysis value

ownership and

movable

algorithm =

differentiation

rights and cash

digitalfootprint

Behavioural DNA

feedbackloop

(sensory.net)

social data

collection

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

collection store analysis value

FriendsSocial

Norms

I own my Data I Give up my Data

1 Pay for enhancement to service (subscription or one off)

2 Trade data for enhancement directly with service provider

3 Trade data for enhancement via a third party (indirect) such as an aggregation party

4 Pay for services directly (subscription or one off)

5 Trade data for service directly with service provider

6 Trade data for services via a third party (indirect) such as an aggregation party

7 Pay to protect your identity

8Enable 3rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue

Model

Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue

Here’s the issue…

intelligence

an

aly

sis

personalisation

passive activity

what we do

what the web does

The Internet needs you!

web services

and value

creation of content

consumption of content

data store

analysis

Source http://www.mydigitalfootprint.com

Symbiotic Relationship Web business depend on consumer data

Data

business consumer

dig

ital

dat

a tr

ade

Shades of data abuse

acceptable unacceptable

TRAITSOpen

TransparentKnownTrusted

Value addEngaging

TRAITSClosedSecret

UnknownUn-trusted

Value destroyingFraud/ theft

bliss annoying creepy disturbing unethical

@kevinmarks

Can you control it?

Purchasebehaviour

Payment experience

settlement

Screenexperience

DeviceSoftwareNetworkBillingAccessSetupApplicationsMemory

WhenWhen InfluenceTimeLocationNeedPressureUrgencyContext“place”Touch

CardWalletBalanceCreditHistoryCashMachineLocationTechnology

CardBankReceiptsEtherClearing

What data for - Loyalty?- Rewards?

Value Chain

CustomerClassical thinking…… CRM

CRM

CustomerVRM

Doc’s thinking…… VRM, and CRM is a special case

"target," "capture," "acquire," "lock in,“ "direct," "own," "manage,"

Value Chain’s

CHANGING

Stuff social into

old thinking

Economic model

is social

I control ROI

Our terms

No control ROH

Your terms

customerS

pend

ing

cash

As

the

prod

uct

loyalty

cost

reward

marketing

BRANDvalues

experience

Switching costs

comparison

Retain margin

pricing

position

data

analysis

steer

Market pressures….

Mobile makes it easy to swop, compare and reduces barriers…..

Conflict between driving cost out and bringing in more engagement.

http://www.mydigitalfootprint.com/ © AMF Ventures 2009Creative Commons Attribution 2.0 UK: England & Wales License.

contextpersonalis-

ation

recommend-ation

requirement/ enforcement/policy

security trust loginauthentication

proof

recognition/ desire/ peer pressure/ community

attention location time searchcontentcreate

Identity

access

contentconsume

purchase

banking discoveryreputation

corporate

Digital Footprint

individual community

Inputscollection

outputsvalue

who benefits

motivation

databasestore/analysis

Clo

sed

loop

of

feed

back

and

im

pro

vem

ent

trade or barter

billing

accuracy colour

intent

activity

AASprotection

Behavioural DNA

two worlds collide

Store

“Old Data”

Analysis

“Real Time Data”

Analysissignalssentimentintent

context, insights, feedback,fraud, behaviour, personalisation,

About to occur

“iData”

rear-view mirror

on display

Collect

Sensor data

Fact, Tool and Tip

FACT We can only ever think we know

“If we do not make opinions clear, we will simply find confirmatory facts. …..

No one has ever failed to find the facts they are looking for."

Tool

Questions

How is All Data and My Data related?

Do you believe that everyone has the same opinion as you?

6 models for ALL DATA and My DATA

The Righteous model The Visionary model The Idealistic model

The Evolution model The Private model The replication model

Questions

How are My Data and Identity related?

Do you believe that everyone has the same opinion as you?

The 5 models of My Data and Identity

The Related model The Inseparable model

The Subset model The GreaterThan modelThe Multiple Me model

Questions

How are My Data and My Rights related?

Do you believe that everyone has the same opinion as you?

The 4 models of My Data and Rights

The Extension model The Control model

The Right model The Real model

The user driven economy: how the customer is taking control in the

digital world

• To what extent is the customer becoming empowered in their relationship with brands?

• What can brands do to take advantage of the empowered customer?

• How are brand/customer relationships set to change over the next twelve months?

Work out your own attitude towards

how you want your own data to be treated; first!

Work out your companies attitude towards your personal data;

second

Work out your companies attitude towards your

CUSTOMERS data; third

Articulate your perception of

creepy in terms of the gaps in

expectations

Tip

understanding the analysis issue

original data

build algorithm

behavioural model

current individual

dataall new user

data

improve algorithm

algorithm

your data

trigger or threshold

Alert/ Action

credit card

• single usefulness• norms provide good prediction• socially acceptable• single data set

existing data

existing analysis

recommendation

• multi user input data• multiple output• influence rather than outcome

new data (user)

new data (social)

intent

reputationdiscovery

protection

personalisationtrade/ barter

context

CHAOS (develop linkage)

Simple errors - bias

Thinking CMS and CRM

Your data is a commodity & ownership is unimportant. Value will be retained by those who can get deep & dirty in the

transformation of data to create value & can marry complexity with uncertainty

In the new kingdom, loyalty is dead, privacy is a setting, trust is the

challenger, the princes’ are brands, the princesses are simplicity, attention is queen, data is king and creepy is our

political foe

our frustration is that those with lower risk have higher authority

and that limits our own personal reach, scope, creativity and aspiration

and our annoyance is created by those with a higher risk propensity and a-can-do

attitude that want to take us beyond our own boundaries of

expectation.

Thank you

#tonyfish