The Big M - Ewan's Presentation

Please, Mr Operator…by Ewan MacLeod
Editor, Mobile Industry Review
@ew4n
@mobileindustry

Big fan of mobile

Contents
About Me – Context
It’s getting annoying now
Here’s what I want to see
Questions

MARLOW
LONDON

Not aware of much at 4 weeks

FaceTime aware at 34 weeks
(8.5 months)

Obviously…

Work Life
$1m in 1999
Internet communities, chatrooms, forums
Discovered mobile with 3rd company
Impulse, 2003
Last company exited for $24m
Data Centre Management Services
Advise, consult, cajole
Operators, manufacturers, suppliers, developers

My first mobile business…

Why we’re screwed at the moment…

Is that all you’ve got?

“We’ve peered directly with top sites like Google, Facebook & Yahoo.”
So your smartphone accesses those sites roughly 2-seconds faster than anyone else.

“We’ve upgraded our network with Nokia Siemens Networks cellular technology”
This keeps your iPhone’s battery working 29% longer every day

“If you put more than four devices on our network and spend over 100 pounds per month, all your UK calls and data usage are free.”
Everything. 0800, 0845, everything.

“We’ve implemented a special priority data access plan for our most enthusiastic data customers”
£29 per month gets you priority access on every one of our cell sites. So you’ll always be first.

“Use our network and we’ll guarantee you’ll never be a victim of domain spoofing.”
We’ll also automatically firewall every mobile data connection you initiate.

“We’ve put a satellite-connected transmitter/Femtocell on every train in the UK.”
You’ll always be connected

“We’ve configured our network so that if you have 3+ phones with us, you’ll be able to use the same number on each device.”
For calls and texts. Absolutely transparently. No one else in the UK can do this.

“We’ve integrated everything into one single point-and-click interface online. Everything.”
Geek? Good: You can do your own service provisioning right from our online control panel

“We’ll replace your iPhone within 8-hours, 24/7”

“Agree a 5-year contract, and every new iPhone and iPad is free.”

“We guarantee we have the fastest possible data connection to the internet. We have 12x 1 terabyte connections into our four UK data centres. That’s five more than our leading competitor. Click here to see our live traffic register. We’re the UK’s biggest purchaser of bandwidth. No one, absolutely no one, is faster.
(Sold!)

“Give us £1k up front and £150 a month. Everything is free. Any device, any data, any call.”
For as long as you’re a customer.

100 million
HSBC customers

359 million
Vodafone customers, each with a credit relationship

Still dicking about with app stores & widgets

Here’s what we need, and it’s going to be underpinned by the network…

Setting the scene
It’s 1130am
Doing a meeting at hotel in High Holborn
Got a meeting with Nokia at 1pm
Great Windmill Street, near Piccadilly
I’m carrying:
Tripod
Camera case
Laptop bag
15 minutes to get to Piccadilly

Google Maps: 5 minutes by car, 19 minutes by foot

Here’s what actually happened

Does this bus go past Great Windmill Street?

Is there time to consult the London Bus App?

Is there time to consult the London Bus App?
[Doors closed]

What should have happened?

In the bar having the meeting

It’s time to go… get the bill
Chancery Court Bar & Grill
Ewan MacLeod120981207
2x Pot of Tea
2x Coca Cola (330ml)
3x Cookies
£23.19
Service not included
Next

2x Pot of Tea
3x Cookies
£23.19
Service:£2.31
(10%)
Total:£25.50
Next
Pay

2x Pot of Tea
3x Cookies
£23.19
Service:£2.36
Total:£25.55
Next
Pay
Swipe

2x Pot of Tea
3x Cookies
£23.19
Service:£2.66
Total:£25.85
Next
Pay

2x Pot of Tea
3x Cookies
£23.19
Service:£2.88
Total:£26.09
Next
Pay

2x Pot of Tea
3x Cookies
£23.19
Service:£3.50
Total:£26.69
Next
Pay

Debit my bank account, add to transaction list
Add as a business expensein my accounts system
File a ‘good’ feedback for the waiter, bar & hotel
Add to my hotel record
Service:£3.50
Total:£26.69
Pay

Searchable!

When I take more than 5 steps in one direction, assume I’m traveling to my next appointment
So help me out…
Travel

Live Bids

Live Bids
Black Taxi: from £8.95

Live Bids
Limousine: from £18.95

Live Bids
Bus: from £1.55

Live Bids
Bus: from £1.55
+4 mins
Tube: from £2.00
+9 mins

Live Bids
Bus: from £1.55
+4 mins
Tube: from £2.00
+9 mins
Pink 4x4 Limo: from £15.95

Live Bids
*
*
Bus: from £1.55
+4 mins
Tube: from £2.00
+9 mins
Limo Bike: from £15.95

Live Bids
Bus: from £1.55
+4 mins
Tube: from £2.00
+9 mins
Limo Bike: from £15.95

Showing Taxi list…
Live Bids: Black Taxi
Black Taxi, G. Smith£8.95, WiFi-on-board

Addison Lee£12.55, Free newspaper
Black Taxi, N. Reece£15.29, Bottled Water+WiFi
Black Taxi, H. Flannery£16.95, aircon, +50 rep
Minicab, L. Davies£6.99
Minicab, M. Gordon£6.79


Addison Lee£12.55, Free newspaper
Black Taxi, N. Reece£15.29, Bottled Water+WiFi
Black Taxi, H. Flannery£16.95, aircon, +50 rep
Minicab, L. Davies£6.99
Minicab, M. Gordon£6.79

Black Taxi, G. Smith£8.95, ETA 13:08

Last Used: 8 days ago
Arrival: 1.2 minutes
Insurance: Approved
Identity: Verified++
Feedback: “Great always” – Ed H.

Swipe to book…

Book Now

David’s Calendar
Ben’s Calendar
13:00 Meet with Ewan

David’s Calendar
Ben’s Calendar
13:10

This is all sort-of possible today
It just takes 10 minutes of faffing

It just takes 10 minutes of faffin

It just takes 10 minutes of faffing

It just takes 10 minutes of faffing instead of one 18ms request

We’re still in the Fisher Price Age

Flowers for mum, now?

Why do I have to specify a physical transfer protocol?

Check-in? If only it was like FourSquare…
Home address?
Newspaper?
Email address? Breakfast?
Swipe-of-your-card?

Extend the check-out to 5pm. Now.

Have you got a Nectar card?
What do you think?

Pay Raam now…
PayPal 2020
Ewan MacLeodewan@ewan.net
RaamThrakar
Ed Hodges

PayPal 2020
RaamThrakar
£12.20
50% of Pizza Express balance
Pay

Location, context aware
PayPal 2020
RaamThrakar
£12.20
50% of Pizza Express balance
Pay

Surfacing or discovering ‘apps’
Device Interface Goes Here
Device
Interface

Walk into an area where there’s a service available
Device
Interface

Gelato Reviews
Hire an car
Pizza Express
Pizza Hut
Zizzi

A new way of working
User Interface
Device
Services
Services
Services
Network

The Beginnings
BlueVia from Telefonica
User Context
Phone, contract/PAYG, bandwidth
Control basic network functions
Carrier grade infrastructure… duh
Integrated billing & revenue share
oAuth/API

Watch closely any opportunity to get involved with the operators

Questions?
ewan@mobileindustryreview.com
+44 7769 658 104
@ew4n

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The Big M - Ewan's Presentation

by Mobile Industry Review on Mar 23, 2011

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The Big M - Ewan’s Presentation — Presentation Transcript