Forum Oxford April 2009
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Forum Oxford April 2009

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A Two Sided Digital Business Model where ...

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

More in: Business , Technology
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  • 1. My Digital FootPrint A Two Sided Digital Business Model where your Privacy will be someone else's business !
  • 2. 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?
  • 3. Yes …. because
  • 4. mobile can do ‘stuff’ that you cannot
  • 5. do on the web and via broadcast
  • 6. Value from mobile, broadcast and web Broadcast WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume View Preference Time Presence
  • 7. the implication is that
  • 8. in simple terms the model becomes
  • 9. Store Analysis Value Collection
  • 10. click data content my data social data Collection Value Store Analysis digital footprint behavioural DNA service improvement (existing) web TV mobile m2m service discovery new web TV mobile m2m trade or barter
  • 11. If we now add in where the user is
  • 12. we see the user appears twice
  • 13. as a provider and as a consumer
  • 14. Actual User Data Actual User Data Actual User Data The User Direct feedback In Direct feedback collection store analysis value the provider the consumer
  • 15. adding where the business should be situated
  • 16. we get a two sided model with
  • 17. the user on both sides !
  • 18. Actual User Data Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback collection store analysis value Friends Social norms
  • 19. never has it been more important than being
  • 20. close to your customer
  • 21. assuming you have a customer!
  • 22. open is not the debate
  • 23. who owns the data is the issue
  • 24. U n Iq U e N eS s of mobile
  • 25. More ‘OFF’ Less ‘ON’
  • 26. Let’s put this in a matrix
  • 27. physical passive consumption instruction screen social analysis sensory.net key stroke click touch boring exciting
  • 28. example of why exciting…
  • 29. store moveable adverse behaviour Click content my normal behaviour graceful opening location route time routine restrictions unique override closing time Take raw data to new provider confidence assurance collection analysis value
  • 30.  
  • 31. THE FISH TAIL types of digital footprint
    • Short bursts
      • food
    • Changing
      • music
    • Continuous
      • location
    • One off
  • 32. The important issue is not the type
  • 33. but how quickly you can replicate the data
  • 34. As if I can replicate quickly
  • 35. I have no need to be loyal
  • 36.  
  • 37. I own my Data I Give up my Data Model Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue Enable 3 rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue 8 Pay for enhancement to service (subscription or one off) 1 Trade data for enhancement directly with service provider 2 Trade data for enhancement via a third party (indirect) such as an aggregation party 3 Pay for services directly (subscription or one off) 4 Pay to protect your identity 7 Trade data for services via a third party (indirect) such as an aggregation party 6 Trade data for service directly with service provider 5
  • 38. 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.
  • 39. Rainbow of Trust Based on alternative market segmentation open simple structured cautious dangerous
    • un-tethered
    • fashion
    • no help
    • discovery
    • push boundaries
    • social lead
    • banking
    • know limits
    • will explore
    • follow
    • will expand
    • likes portal
    • mass market
    • must work
    • simple
    • marketing works
    • selective
    • privacy protected
    • many persona
    • thoughtful
    • advised
    • give up data without thought
    • passive
    • click on anything
    • no firewall
    • loss of ID
    • follow and lead
    • early and late
    • social leads
    my-way one-way accept authority untrusting and wise untrusting and stupid
  • 40. questions
    • http:// twitter.com/search?q = forumoxford#search?q = forumoxford