uniqueness of mobile - nokia mlife
DESCRIPTION
TRANSCRIPT
UnIqUeNeSsof mobile
#mlife @tonyfish
Purpose
I am not going to tell
what you already know
I am going to challenge you to
rethink, as the assumptions you
make lead to missed
value and opportunity
Stand up
tonyfish www linkedin skype twitter facebookCEO and [email protected]
Down load this presentation fromwww.slideshare.net/tonyfish
Contact:
Charles Curry
www.chronostechnology.co.uk
synchronisation, time of day, location, positioning and navigation
no sync = no network
3,500 entrepreneurs and digital professionals
Register at www.mashupevent.com
Contact:
Frank Masson
www.hartwoodservices.com
Communications & Infrastructure Managed Services
We build networks
Contact:
Dan Scarfe
www.dotnetsolutions.co.uk
Think Agile !
Software that gets you noticed
Contact:
Marie Wold, President
+44 207 902 8120
www.onrelay.com
UMBX: A Cloud-based Software-only Mobile IP PBX
• Software system developed for Operators to sell as SaaS
• 10 times the functionality, 1/3 time to the market, at 20% of the cost of HW-based solutions
• Live in 12 countries (Europe, APAC, Asia)
• Supports Nokia Symbian, Blackberry and Microsoft Win. iPhone and Android are under development
What is in it for you ?
UMBX allows Operators to sell mobile phones for their corporate telephony needs, instead of Cisco, Avaya, Siemens, etc…
Mobiles are vastly less expensive and much more energy efficient for corporate telephony needs.
Reassuringly Expensive Strategy
Contact:
Me !
Assumptions
3 minutes
Do you believe, like me, that there
is now a trade for your privacy?
web services
and value
creation of content
consumption of content
data store
analysis
Symbiotic Relationships Web business depend on consumer data
Data
business consumer
dig
ital
dat
a tr
ade
Do you believe, like me, that the
role of a consumer has changed?
Actual User Data
Actual User Data
Actual User Data
“The Business”
The User
Direct feedback
In Direct feedback
two sided digital business
friendssocial
norms
Do you believe, like me, that
Mobile is unique?
More ‘OFF’ : Less ‘ON’
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who
Do you believe, like me, that
we don’t understand the
true value of ‘behavioural DNA’ data
and behavioural data makes
prediction ‘valuable’
I believed enough to write
A Two Sided Digital Business Model where your Privacy will be someone else's business !
Tony Fish Oct 2009
If you have the same beliefs
as me
this will not be another boring
presentation on value creation
If you don’t believe then
don’t clap at the end
focus on your blackberry
and we’ll all assume you should be
giving this presentation !
Longer version
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
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
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
In a digital world the role of
marketing is therefore to
light the 7th screen
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
many contentious issues with the
idea of a digital you
Private Public
my
he
alth
fam
ily s
tuff
priv
ate
tho
ug
hts
pa
ssp
ort
cash
ina
cco
un
t
log
in &
ID
pin
nu
mb
ers
wh
o o
wn
syo
ur
car
wh
ere
I w
ork
my
cert
ifica
tes
face
bo
ok
sta
tus
ph
on
e n
um
be
r
blo
g p
ag
e
loca
tion
ba
nk
acc
ou
nt
nu
mb
er
po
litic
al v
iew
s
car
pla
ten
um
be
r
onefew
many
public
Consider the same chart from the perspective of people who need to know the data and how many you trust with the data
Ways of looking at privacy
my
heal
thfa
mily
stu
ffpr
ivat
eth
ough
tspa
sspo
rtca
sh in
acco
unt
logi
n &
IDpi
n nu
mbe
rsw
ho o
wns
your
car
whe
re I
wor
k
my
cert
ifica
tes
face
book
stat
usph
one
num
ber
blog
pag
elo
catio
nba
nk a
ccou
ntnu
mbe
rpo
litic
al v
iew
sca
r pl
ate
num
ber
onefew
many
public know
trust
date of birth – public or private
Look to History and we find Aristotle
“golden mean”
evil good evil
Not enoughinadequate
Too Muchexcess
recklessness courage cowardice
Deficient Excess virtue
Public Private Public
broadcast TV, newspapers, open,
contextual, edited and time bounded
internet public, closed, non-contextual, raw and timeless
we need “new social rules”
A Two Sided Digital Business Model where your Privacy will be someone else's business !
Tony Fish July 2009
digital identity physical identitybonds bridges
relationships
reputation
identity is split, but connected
priv
acy
ris
k
tr
ust
Definitions of digital footprint
Definitions of digital footprint
Education
Design
Data you leave
Holy Kaw
Why is mobile
a game changer?
you can do ‘stuff’ that you cannot
do on the web and via broadcast
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
the implication is that
in simple terms the model becomes
in simple terms
store
click data
content
my data analysis value
social data
collection
stages to build my digital footprint
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
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
FriendsSocial
Norms
Feedback is critical as it delivers
refinement, accuracy, context,
colour & flavour
adding where the business
should be situated
Actual User Data
Actual User Data
Actual User Data
“The Business”
The User
Direct feedback
In Direct feedback
collection store analysis value
FriendsSocial
Norms
web services
and value
creation of content
consumption of content
data store
analysis
Symbiotic Relationships Web business depend on consumer data
Data
business consumer
dig
ital
dat
a tr
ade
Where does this trade take place
The 6 screens of life
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
However, now thinking
Mobile, TV and PC are dead words
There will be only screens
and the game is
getting it lit
Tony this is all b******t
However, two observations
However - usage and habits
However - usage and habits
UnIqUeNeSsof mobile
Where is the value?
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who
What does all this mean?
There is no such thing as
The mobile Internet
The TV Internet
However, if 2.0 thinking is valid
Certain players are weak
as they cannot get critical “data”
2.0 company’s are strong
as able to get ‘valuable’ data
because
the Internet is shifting
from a (Google) Ad centric world
to a (Facebook) relationship world
Therefore, is no such thing as
digital strategy…
mobile strategy…
social strategy…
There is only strategy
and really expensive strategy
Today you need to believe that
digital data = survival & growth
Digital allows you to find influence
and the influencer
and creating this world requires
a virtuous circle
collectionstore
analysis value
TRUST
RISK
PRIVACY
PRIVACY
erode build
PRIVACY CAPITAL
WhoYou Are
RoutesAnd
Routines
PatternsAnd
Preferences
Higher FUD Fear, Uncertainty
and Doubt
lower FUD
positivefeedback
negative feedback
Higher propensity to engage more and get better services
lower propensity to engage and only
gain standard services
build or erode privacy capital
Risk
erode build
Risk CAPITAL
gut feel
home and
personal
business And
financial
higher FUD
lower FUD
positivefeedback
negative feedback
Higher propensity to engage more and get better services
lower propensity to engage and only
gain standard services
build or erode risk capital
Trust
erode build
TRUST CAPITAL
ReputationAnd
Recommendation
PatternsAnd
Preferences
higher FUD
lower FUD
positivefeedback
negative feedback
Higher propensity to engage more and get better services
lower propensity to engage and only
gain standard services
build or erode trust capital
TRUST RISK
IDENTITY
bonded but not related
PRIVACY SECURITY
Incr
easi
ng c
lose
dIn
crea
sing
ope
n
High Control
High Value
Justification of benefits
Justification of barriers
Key question?
Who owns the digital you?
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
Question for you?
Are you brave enough to stand alone?
I can deal with silence - only clap if
clap
Your my mum (who believes in everything I say)You want to talk to me at coffee break
You have the same beliefsIt challenged you
You’re a lemon and have to follow the crowdYou don’t want to look like the only person who
did understand what was said
PLEASE Don’t bother being polite as it will not help me or you
take away’s
While you think about your response
Don’t assume
Trust could be the problem
Do you know the influencer
Market is completely open
Strategy is complex and expensive
Data is a commodity & ownership is unimportant. Value will be retained by
those who get deep and 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 and
customer metadata is king.
