Forum Oxford April 2009

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

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

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

the implication is that

in simple terms the model becomes

Store Analysis Value Collection

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

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 Friends Social 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

U n Iq U e N eS s of mobile

More ‘OFF’ Less ‘ON’

Let’s put this in a matrix

physical passive consumption instruction screen social analysis sensory.net key stroke click touch boring exciting

example of why exciting…

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

THE FISH TAIL types of digital footprint

Short bursts

food

Changing

music

Continuous

location

One off

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

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

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.

Rainbow of Trust Based on alternative market segmentation open simple structured cautious dangerous