tony fish canto slideshare

Tony Fish CEO [email protected]

CANTO 2/3rd Feb 2010 - Guyana

workshop


Introducing my three session


Mobile Content and Mobile Web 2.0• This session will focus on content creation and consumption and how the

mobile device is changing the balance of power. At the end of the session, delegates will understand what stakeholder value can be created. Key themes covered:– The six screens of life– Content is King– Who is the creator and the role of the editor– User generated content and the changing business model– Creating balance– Where does value lie and the new value chain– The Significance of the mobile device


Maximising the Benefits Your Data and Analysis

• This data and analysis session will focus on how participants can get the most benefits from the data they obtain. At the end of the session delegates will have:– a framework to take back to analyse their own data and build the

basis of a strategy that will build loyalty and increase ARPU.– Digital Data inputs and outputs– Feedback loops and two sided business models– The ‘what principal’ and the ‘who effect’– The data framework– The eight data business models


Mobile Operator Scenarios• Telecom stock is a value trap and this session will explore the strategic

and structural issues facing operators globally when considering how to increase ARPU and reduce churn when utilising data and applications as an alternative.

• One scenario will focus on why re-considering voice could have a significant long term earning effect.

• Various views, insights and predictions


tonyfish www linkedin skype twitter facebook


Tony Fish – who am I and what makes me… me


Mobile Content and Mobile Web 2.0


Mobile Content and Mobile Web 2.0• This session will focus on content creation and consumption and how the

mobile device is changing the balance of power. At the end of the session, delegates will understand what stakeholder value can be created. Key themes covered:– The six screens of life– Content is King– Who is the creator and the role of the editor– User generated content and the changing business model– Creating balance– Where does value lie and the new value chain– The Significance of the mobile device


LocationUser individuality

Personalisation

Device pocketability Small Screen

Micro payments

Battery

Awareness

SizeWeight

Icon/ Bling

3rd Party applications

Usability

Blogs

Recommendation

RSS

SMSContent messaging

Cross media services

Games, gambling

Audio video content

Information

Icon, logo, ringtones

Portability

Music

Data driven

Standardisation

AJAX

Open API

Convergence

IM

Podcasting

Navigation

Mobile Search

Affiliation

wikisFolksonomy

mashup

Participation

Web 2.0

Mobile Web 2.0

The long tail

Social software

Joy of useRemixability

Services

tags

mtags

metadata

Voice to tag

Voice

Unified messagingSync

Me, identity

Mobile content

I am a tag

Multilingual

Search


access create

consume mashup!mobile internet

mobile2 mobile web 2.0


The Intelligent web

Harnessing collectiveIntelligence

Harnessing collective

Intelligence

Harnessing collective

Intelligence

Data is theIntel inside

Data is theIntel inside

End of the s/wRelease cycle

End of the s/wRelease cycle

Light wt Programming

models

Light wt Programming

models

S/W above aSingle device

S/W above aSingle device

Rich user experience

Rich user experience

Web As A Platform

Web As A Platform

Web 2.0

Web 2.0

SaaSSaaS

Source O’Reilly Media


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


multilingualmobile access

multilingualmobile access

digital convergence

digital convergence

mobilesearch

mobilesearch

AJAX/widgets

AJAX/widgets

Uniquely mobile

LocationLocation


Creative Consume the new balance

shared

personal

Content production

Data entry, games, video, pictures,Images, editorial,

audio, blogs, tags, wikki,podcast,

shared

personal

communication

Voice, videoMessaging, pictures

Examples email, vmail, video conferencing,

IM, SMS, MMS chat

enables

physical

services

Supply

PlatformDemand

shared

personal

information

Immediate rich

Historic plain

ExamplesEducation, news, finance, sport

Results, horoscope, encyclopaedia

shared

personal

Video, image &music

Sitback high Q

Sit forward low Q

ExamplesDVD, TV, IPTV, SKY, analogueContent, camera, phone, music

shared

personal

games

PSP, PS2, N-gauge, phoneDownlaod, cartridge, CD

ExamplesTitles, genre

consumption

Screens of live

Public

Private

Fixed

Carried

Carry

Bro

adc

ast

Ses

sion

IP

Nar

row

cast

shared

personal

SearchIdentitySync

NavigationPaymentDirectory

RatingLocationAdsencesecurity

TransportAccessStorage

DatabaseStandards

UITrust

Open API

community

Channel

Carry communicate

Carry informational

mobile content

mobile content


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


shared

personal

Content

Content creative events

collection

historical

current

unique

Body of work

new

brand

community

mass market

EVENTS TIME VALUE CONSUMPTION

Consumer Mobile Device

Professional equipment

Content is king – unless the creator changes

mobile content

mobile content


Life events

Life time

Stimulus

CaptureConceptEntertainmentThoughtRevelationNewsIdeaAction

High/ low lights

Record all (big brother)

Personal publishinge.g blog, podcast, webpage, Wikki

(individual copyright)

Editorial publishing e.g journalism, paper, magazine

(company copyright)

Body of work publishinge.g book, film, music

(copyright)

Private (own)

Personal (trusted network)

Collaboration

Public

Secret

CAPTURE BLEND OF FACT AND OPONION PUBLISHISED TYPE

Perceived requirement

New world of user generated contentmobile content

mobile content


The editor vs the consumer

• Original print cost = 0• Next customer acquisition cost = 0• Material cost = 0• Ability to be an editor• Creation is entertainment• Death of the newspaper and magazine

caused by migration of advertising

The consumer, digital technology bought him

idea

Understandsegment

Attract audience

Traditional barrier

Enforceproposition

BRAND

New editor

Buildbrand

Follow Brand

Resistance tochangeestablishedformula

Market

changesdeath

ReinventBrand

Stick withBrand

mobile content

mobile content


I create and I consumeLifestyle/size/stage

segmentationtraits or intent

individual businessconsumer

Peer groupCommunity

Service provider

BRANDS

Creator of contentindividual business

Platform

KnowledgeExperienceEntertainmentpassion

AnalysisCommentaryMusic, Image, News, Help

TeachEducatevideo

Do someone else’s jobBuild new

Read my meterCall centre

Collect newsCreate music

Outsourcing drives DIY

WHYGlobally people fed up

with negative and rubbish in Tabloid, print without recrimination/ defence

Entertainment value

Acquire Forcustomers

Acquire Fortechnology

supply demand

paiddeliver

Old world

New world

Bypass platform

p2p recommendationp2p acceptance

mobile content

mobile content


2006 2007 2008 2009 2010 2011 2012

Val

ue/ v

olum

e

Year

Growth in user generated content

Over capacity in user generated content

To much controlgenerated content

Value from user generated content

Perceived value of an editor

Mutual co-existence

Volume of user generated content

Quality will improve

Predictions

mobile content

mobile content


point of entertainment

longtail

UGC

point of inspiration

User Generated ContentMuch wider implications than most want to realise, not safe to ignore!

geography

segmentation create consumeservice

access method

qualityapplications

hits culture

pricing

joined up thinking

developers

convergence

portal

stickiness

innovation

wisdom of crowds

screens of life

core business

relevance

voting indextags

search

verificationpayment

attentionlocation

trust

digital ID

business modelchurn


events

publicity

personal filter

search

result

click stream

attention

personalised filter

data store

advertisingcash

data

meta data

indexing

rating

tagging

Search activity Mobileweb2.0+

metadata

locationmobilesearch

mobilesearch


My Number

My Numbers

directory directories

My ID

My Data

Your ID

YourData

My tags

Your tags

newsearch

oldsearch

connection

connection

CallLCR Find

LocateMessage

IM ChatMail

Video callMeet




Closed loop

My

info

rmat

ion M

y services

Me, mine, the person

My D

OB

My education

My Jobs

My

curre

nt in

fo

My fam

ily

My interests

My finger

print

My

pref

eren

ces

My

tags

My

favo

urite

s

My

netw

ork

My m

oney

My

Com

mun

ic –

atio

ns

My payment

My contact

details

Buys complex services

Buysimple services

Close loop from simple services to provide verified identity

Easierpurchase

Driving

licence

passport

photocard

My reputation

My community




Themes

• Mobile Web 2.0 and Web 2.0 are about the network effect, driven by collective intelligence

• User generated content will drive mobile• Value of the Editor• Entertainment – widest form – will drive Web• Digital Identity/ footprint is the battle ground


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 or at war?


UnIqUeNeSs

of mobile


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 – why mobile

Content managementDRM toolsAd engines

UI, navigationService, storage, backup


Social NetworkingFar more disruptive, will even undermine business processes

social networking

business processes

back office

verification

payment

knowledge management

front office

forced change

digital ID

recommendation

social pressure

citizen smith NPD

order management

delivery

marketingacceptable practices

erode margin

removal of service

‘perpetual β’‘network effect’

‘Intel inside’

sellingfeedback

law and regulation

data protection

copy rightconfidential

privacy

communication

sectors

mining

energy

chemical

oil and gas

banking

telecoms

media

medical and pharma

retail

media

the niche voice


Maximising the Benefits Your Data and Analysis


• This data and analysis session will focus on how participants can get the most benefits from the data they obtain. At the end of the session delegates will have:– a framework to take back to analyse their own data and build the

basis of a strategy that will build loyalty and increase ARPU.– Digital Data inputs and outputs– Feedback loops and two sided business models– The ‘what principal’ and the ‘who effect’– The data framework– The eight data business models


Telco 2.0


Telco 2.0 makes many assumptions….• where it sits between create & consume• about data ownership• about collection

– type, style, length, class, regulation, • about storage of data

– trust• about analysis

– not an algorithm• about value

– position to give back


10% 20% 30% 40% 50% 60% 70% 80% 90%

measure of time

Source: AMF Ventures www.amfventures.com

TV

.. in front of the PC

…spent with a mobile in your pocket

from mobile internet

from watching TV

from engaging with a PC/Web

generated from a mobile device

typical day 10% 20% 30% 40% 50% 60% 70% 80% 90%0%

0% 100%

100%

value generated from data analysis

measure of value

relationship between time and data


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

Tony Fish Sept 2009

http://www.mydigitalfootprint.com


digital identity physical identitybonds bridges

relationships

reputation

identity is split, but connected

priv

acy

ris

k

tr

ust



relationships

reputation

certification

person

organisation

identification

authentication

Government & NGO

trade

physical identity has certain traits

priv

acy

ris

k

tr

ust



relationships

reputation

barriers

implementation

management

characteristics

digital identity has different traits

priv

acy

ris

k

tr

ust


Identity PrivacyBlack hole of debate

Law

Policy


I subscribe to the


Scott McNealy view


“get over it”


Observations

Let’s be clear, everyone wants to be able to gain knowledge about you as a consumer and then milk the trade or barter.

What is the relationship between Facebook and a broadband pipe

Is there a relationship between Mac OS and MySpace

Does an ISP collect data about a users search or Google

Using mobile payment, flirting, dating, click ads, latitude you give up your data

The broadband model is simple, pay …computer/ access

Applications, content and services are a mix of free and paid for

Is there any reason why mobile should be different?


Yes…. because


mobile can do ‘stuff’ that you cannot


do on the web and via broadcast


UnIqUeNeSs

of mobile


Value from mobile, broadcast and web

Broadcast

WEBMOBILE

AttentionBrowseSearch

ClickCreate

ConsumerLocationAttentionBrowseSearchTimeWhoClickCreateConsumeView

PreferenceTime

Presence


the implication is that


in simple terms the model becomes


Store Analysis ValueCollection


click data

content

my data

social data

Col

lect

ion

Val

ue

Sto

re

Ana

lysi

s

digital footprint

behavioural DNA

service improvement(existing)

web TV mobile m2m

service discoverynew

web TV mobile m2m

trade or barter


If we now add in where the user is


we see the user appears twice


as a provider

and as a consumer


Actual User Data

Actual User Data

Actual User Data

The User

Direct feedback

In Direct feedback

collection store analysis value

the provider the consumer


adding where the business should be situated


we get a two sided model with


the user on both sides !


Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

collection store analysis value

FriendsSocial

norms


never has it been more important than being


close to your customer


assuming you have a customer!


open is not the debate


who owns the data is the issue


UnIqUeNeSs

of mobile


More ‘OFF’ : Less ‘ON’

on this screen

in this earpiece

consume createionx

content

where

time

intent

direction

who


Let’s put this in a matrix


physical passive

consumption

instruction

screen social analysis

sensory.netkey strokeclick touch

boring exciting


example of why exciting…


storemoveable

adverse behaviour

Click

content my

normal behaviour

graceful opening

location route timeroutine

restrictions

unique override

closing time

Take raw data to new provider

confidence

assurance

collection

analysisvalue


Fish Tail’s, a model to categorise data

time

Short bursts of data, with varying amount of information

Continuous feed of data, may vary on amount of data available

Continuous feed of data, depending on use

Infrequent and small data bursts


The important issue is not the type


but how quickly you can replicate the data


As if I can replicate quickly


I have no need to be loyal


Class of Data Replication ExamplesSelf Social Graph

Billing Short None noneName Short NoneAddress Short none noneIMEI/ device history Long preference/ adoption interworking/ recommendationLocation Short preference contextWeb Medium preference noneApplication download Medium preference recommendationAdverts received Short focusAdverts responded Never! preference recommendationConsumption media Medium preference recommendation

music Medium preference recommendationPhone Book short social/ ease of use social servicesCall record Never! preference closest friendsPayment record short none noneClick data short preference recommendationMpayment Never! preference none

Value to

Types of Digital Footprints & LinkageWhat assets does the mobile operator have?

Your Digital History

Length provides barrier to entry

How long would it take toreplicate the data setHow unique is the data?

Your Digital History

Can be Loyal to many whosereplication is short.

Very loyal to long.

Variation by Age

This is relative


How does it look in an all IP world


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

AAS protection

In detail

Behavioural DNA


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

8 Enable 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


Access is a commodity and ownership is unimportant. Value will be retained by those

who get the deep and dirty in the management of complexity for getting data in, stored and out.

In the New Kingdom, Loyalty is Dead, Trust is the Challenger, the Princes’ are Editors, the

Princesses are Simplicity, Attention is Queen and Metadata is King.

www.mydigitalfootprint.com


will operator react to this change


untrusting and stupid

untrusting and wise

accept authority

one-way my-way

dangerous cautious structured simple open

• give up data without thought• passive• click on anything• no firewall• loss of ID• follow and lead• early and late• social leads

• selective• privacy protected• many persona• thoughtful• advised

• likes portal• mass market• must work• simple• marketing works

• banking• know limits• will explore• follow• will expand

• un-tethered• fashion• no help• discovery• push boundaries• social lead

Rainbow of Trust Based on alternative market segmentation


DivineMsCupie


Mobile Operator Scenarios


Mobile Operator Scenarios• Telecom stock is a value trap and this session will explore the strategic

and structural issues facing operators globally when considering how to increase ARPU and reduce churn when utilising data and applications as an alternative.

• One scenario will focus on why re-considering voice could have a significant long term earning effect.

• Various views, insights and predictions


Access to additional value

Price

Quantity

OWN BRAND SERVICES

THIRD PARTY SERVICES

Risk of devaluation of proposition

Success from usage will produce new clients

Value to shareholder not realised today

Microsoft - brand - Word - XP

Microsoft - approved - Lotus 123 - Havard Graphics

Microsoft - unapproved - 100,000

Co-brand

Applications


Co-branded Volume

Internal

“intel Inside”

Few

Many

Value

High

Low

3rd party branded

API sets/wider community

Application Stores….. The great saviour

Innovation

Defined and

measured

Supply Push

Long sale cycle

Demand Pull


The Developer Dilemma

Terminal Equipment

Middleware

Network Equipment

Service Provider

Develop for these

Enabled by these Delivered on

Revenue from


Different information

Terminal Equipment

Middle ware

Network Equipment

Service Provider

OS and device variation

Specific to function

Upgrades and improvements

Bespoke network


Value

Revenue

Saving

Volume

ARPU

OPEX

CAPEX

Retention

Productivity

Existing

Future

Metcalfe/Reed’s

Law

Moore’s Law

Coase’s Laws

Akerlof’s Laws

Moore’s Law

How do I create Value


competitor

VOT tribes

Value

Porter’smodel

focusdifferentiation/segmentation

lowest cost

profit

cost

servicesaccess

strategic issues

GYM club

no change

game changing


device

tethered

generic

network

platform applications & content

closedopen

locked

net neutrality

deliver capture

closed mobile ecosystem

open mobile ecosystem

structural problems

no change

game changing


Why operators are “paralysed”

Corporate Venturing

Alliances Partnerships

Third Party DevelopersProduct, application or content

Str

ateg

ic

Supplier Integration& consulting

Outsourcing

Research & development

Technology Supply

Sup

ply

Rev

enue


predictions


The connection manager scenario• Loads of networks• Loads of applications• Loads of people

• How can the intelligent network manage demands – When do you need service– Where will you be in a few minutes– Scheduling– Movement

– Knowing your customer


Examples of Books for diversity• Smart Mobs – Rheingold• We Think – Leadbeater• The Cult of the Amateur – Keen• The Future of Reputation - Solove • Who owns the Internet - Wu• The Future of the Internet - Zittrain • The wealth of networks - Benkler • Wikinomics – Don and Williams• Mobile Advertising - Sharma • The mashup corporation – Mulholland• Lost in Translation – Green & Bate• The age of Engage - Shiffman • The long tail - Anderson • The wisdom of Crowds- Surowiecki

• Consumer Kids - Mayo• Virtual Shadows - BCS• Net Generation - Tapscott • Grown Up digital - Tapscott• Convergence Culture • Free – Anderson• Nudge – Thaler• Tribes – Godin• Convergence Culture – Jenkins

• Updates on linked in and blog


AMF Overview


Knowledge Our Products

AMF Ventures provides knowledge-based services on the developments and implications of operating in a converged 2.0 world.

AMF Ventures works for Technology, Media and Telecommunications companies who are considering a global readership and are discovering how to derive value from next generation networks and devices.

Executive Briefings Connecting

Executive who value opinion free from internal bias, appreciate our regular ‘one–on-one’ sessions and team briefings.

These sessions are a focussed way for decision makers to spot trends on the horizon.

AMF Ventures arranges private events bringing together executives and experts to discuss and debate key industry trends. These sessions provide senior management with the opportunity to grow their personal networks and to hear from those who are radical thinking in the industry.

Seminars & Debate Public Forum

A key part of our service is adding value to a strategy away day or internal conferences. AMF Ventures’ team members are experts in presenting, chairing and leading debate. Where needed, we complement our internal expertise by drawing on a wide range of professionals from our extensive network.

AMF Ventures organises a range of public forums where the cross-pollination of idea from debate allows professional, in different sectors of the digital value chain, to formulate and refine strategy.

Research

Knowledge is an essential component of our service offering. AMF Ventures can provide a deep layer of market, professional and consumer insight to every project.


Strategy Our Products

AMF Ventures has a proven and stable team of experts available for short or long term work.

Our core team is supported by a network of partners and independent associates.

Business strategy Competitive landscape

Classic consulting and advisory support. We engage with your organisation to create wealth from idea conception to exit. Our experts will work along side you, within your framework, to deliver a strategy that creates shareholder value.

Positioning in a dynamic market is complex. AMF Ventures is able to bring tools and experience that will boost your strategy team. We identify partners and competitors inside and outside of your sector. We deliver risk management scenarios taking a wide-ranging view of competition, technology and market evolution.

Partnerships Exit planning

AMF Venture has wide experience in the sourcing of key partners to support the strategic vision. We understand how to establish a workable structure, negotiate terms, repair and rebuild broken agreements, and conduct partner diligence to provide a matching of culture and delivery capability.

With few exceptions, exit planning is perhaps the most difficult period for any CEO. Research shows that many owner/ managers fail to successfully achieve the transition successfully - and do not receive their expected value. AMF Ventures understands the boundaries and expectations and is able to advise and implement an exit.


Implementation Our Products

Our team can help you address strategic and tactical implementation projects.

Our team is based in London, with partner companies in Germany, France, Spain, Italy, Holland, Japan and USA.

Team Support Tactical revenue

AMF Ventures can delivers a team who will provide hands on delivery, tactical assistance, project management or planning support. We are able to supplement our interim management team from our professional associate network to deliver skilled individuals on a short or long term basis.

Turning initial traction into sustainable market momentum requires a balance between tactical and strategic activities. Sales teams that focus only on short-term, tactical revenue opportunities do not lay the sales foundation for longer-term program. Conversely, teams that focus on strategic programmes at the expense of tactical revenue fail to deliver sufficient results soon enough to justify further investment.

AMF Ventures can help find the right balance between short-term tactical needs and the longer-term strategic requirements by delivering sales opportunities and sales management.

Technology decisions

Debating technologies and standards with AMF Ventures’ experts, is a practical means of helping to determine the risks and benefits associated with technology choice. AMF Ventures has helped debate the benefits of:- i. platforms and API’s with operators; ii. software with system designers; iii. handset OS with manufactures, and; iv. SDK’s with developers.


Funding Our Products

If the team is critical, and funding is essential, then getting the right structure is crucial.

Managing the expectations is the indispensable role AMF Ventures brings to the funding and structuring process.

Structure Financial modelling

AMF Ventures is able to provide opinion on company structure and the different types and sources of funding. We are able to advise on clauses, terms and implications, whether a shareholders’ agreement.

The impact of the decisions made from a financial model is immense. Potential investors, founders and management all see the model from different perspectives and with different motivations.

AMF Ventures is able to build or validate a detailed financial model, challenge or confirm the assumptions in the model and provide a judgement about the strength of the approach and scenario sensitivity.

AMF Ventures provides an independent external viewpoint and helps develop an investment model. We also provide realistic budgeting and a monthly management reporting tools suited to your business.

Diligence

Diligence requires a deep understanding of the business and the role the business fulfils in the value chain.

AMF Ventures is able to act for:-i. an investor seeking to place capital;ii. a purchaser looking to acquire assets or a going concern, and;iii. a seller who wishes to dispose of a business or profit and loss account.