The Big M - Ewan's Presentation
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The Big M - Ewan's Presentation

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Here are my slides from The Big M conference on Monday afternoon in Bath. Find out more about the event at www.thebigm.mobi.

Here are my slides from The Big M conference on Monday afternoon in Bath. Find out more about the event at www.thebigm.mobi.

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    The Big M - Ewan's Presentation The Big M - Ewan's Presentation Presentation Transcript

    • 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?
    • Does this bus go past Great Windmill Street?
      Is there time to consult the London Bus App?
    • Does this bus go past Great Windmill Street?
      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
    • Chancery Court Bar & Grill
      Chancery Court Bar & Grill
      Ewan MacLeod120981207
      Ewan MacLeod120981207
      2x Pot of Tea
      2x Coca Cola (330ml)
      3x Cookies
      £23.19
      Service not included
      Service:£2.31
      (10%)
      Total:£25.50
      Next
      Pay
    • Chancery Court Bar & Grill
      Chancery Court Bar & Grill
      Ewan MacLeod120981207
      Ewan MacLeod120981207
      2x Pot of Tea
      2x Coca Cola (330ml)
      3x Cookies
      £23.19
      Service not included
      Service:£2.36
      Total:£25.55
      Next
      Pay
      Swipe
    • Chancery Court Bar & Grill
      Chancery Court Bar & Grill
      Ewan MacLeod120981207
      Ewan MacLeod120981207
      2x Pot of Tea
      2x Coca Cola (330ml)
      3x Cookies
      £23.19
      Service not included
      Service:£2.66
      Total:£25.85
      Next
      Pay
    • Chancery Court Bar & Grill
      Chancery Court Bar & Grill
      Ewan MacLeod120981207
      Ewan MacLeod120981207
      2x Pot of Tea
      2x Coca Cola (330ml)
      3x Cookies
      £23.19
      Service not included
      Service:£2.88
      Total:£26.09
      Next
      Pay
    • Chancery Court Bar & Grill
      Chancery Court Bar & Grill
      Ewan MacLeod120981207
      Ewan MacLeod120981207
      2x Pot of Tea
      2x Coca Cola (330ml)
      3x Cookies
      £23.19
      Service not included
      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
      Chancery Court Bar & Grill
      Ewan MacLeod120981207
      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
      Black Taxi: from £8.95
      Limousine: from £18.95
    • Live Bids
      Black Taxi: from £8.95
      Limousine: from £18.95
      Bus: from £1.55
    • Live Bids
      Black Taxi: from £8.95
      Limousine: from £18.95
      Bus: from £1.55
      +4 mins
      Tube: from £2.00
      +9 mins
    • Live Bids
      Black Taxi: from £8.95
      Limousine: from £18.95
      Bus: from £1.55
      +4 mins
      Tube: from £2.00
      +9 mins
      Pink 4x4 Limo: from £15.95
    • Live Bids
      Black Taxi: from £8.95
      *
      Limousine: from £18.95
      *
      Bus: from £1.55
      +4 mins
      Tube: from £2.00
      +9 mins
      Pink 4x4 Limo: from £15.95
      Limo Bike: from £15.95
    • Live Bids
      Black Taxi: from £8.95
      Limousine: from £18.95
      Bus: from £1.55
      +4 mins
      Tube: from £2.00
      +9 mins
      Pink 4x4 Limo: from £15.95
      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
    • 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
    • Live Bids: Black Taxi
      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.
    • Live Bids: Black Taxi
      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…
      Live Bids: Black Taxi
      Black Taxi, G. Smith£8.95, WiFi-on-board

      Book Now
    • David’s Calendar
      Ben’s Calendar
      13:00 Meet with Ewan
      13:00 Meet with Ewan
    • David’s Calendar
      Ben’s Calendar
      13:10 Meet with Ewan
      13:10 Meet with Ewan
      13:10
    • This is all sort-of possible today
      It just takes 10 minutes of faffing
    • This is all sort-of possible today
      It just takes 10 minutes of faffin
    • This is all sort-of possible today
      It just takes 10 minutes of faffing
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      It just takes 10 minutes of faffing instead of one 18ms request
    • This is all sort-of possible today
      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
      Ewan MacLeodewan@ewan.net
      RaamThrakar
      £12.20
      50% of Pizza Express balance
      Pay
    • Location, context aware
      PayPal 2020
      Ewan MacLeodewan@ewan.net
      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 Goes Here
      Device
      Interface
    • Device Interface Goes Here
      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