Future of Mobile Workshop

Future of Mobile - Workshop Where are the business models – Nov 2009 Tony Fish [email_address] +44 7808 142121

AMF Ventures provides professional consulting services that will enable your enterprise to build returns within the constraints of 1.0 and be ready to exploit opportunities created by 2.0 thinking and beyond….

Agenda – CBA

www.mashupevent.com

access create consume mashup! mobile internet mobile2 mobile web 2.0

Where mobile web thinking was 2006

mobile content Harnessing Collective Intelligence Capturing Content at the Point of inspiration Extending the web Mobile web 2.0 I am a tag my identity multilingual mobile access digital convergence mobile search AJAX/ widgets Uniquely mobile Location

Enablers Platform Access Device User 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 friends holiday 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 Personal Tagging Professional capture concert music colleagues gathering Personal creation Personal capture Sport News Point of entertainment Events

before we do where thinking is up to…

let’s do what “mobile web 2.0” is not….

technology company service owned android mobile OS framework platform mobile broadband

by the way

I don’t care if you call mobile web 2.0

Mobile 2

Mobile 2.0

Next gen mobile

MW2

or any other flavour

what I do care about, is

that you engage in thinking and debate

so Mobile Web 2.0 is….

all about

U n Iq U e N eS s

The correct question is ..

What can you do on a mobile, that

you cannot do on any other platform ?

other platforms are…

WEB (internet, access, IP)

Broadcast (TV, radio)

Mobile (wi’x)

here is the story

U n Iq U e N e S s

Location Attention Browse Search Time Who Click Create Consume Patterns Attention Browse Search Time Click Create Consume Patterns Attention Time Consume Patterns TV WEB MOBILE

In simple terms Data from platforms click data content my data Data analysis Value

If you own the data and the analysis

you own the value

to own the data, you need to have

control the platforms and you

need the cloud with a client

Why is Google doing what it is doing?

In typical terms Store click data content my data Analysis Value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback (sensory.net)

digital footprint and behavioural DNA digital footprint Click content my behavioural DNA INPUT ANALYSIS OUTPUT service improvement (existing) web TV mobile m2m service discovery (new) web TV mobile m2m trade or barter

Example – mobile security store moveable digital footprint behavioural DNA 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

In complex terms Source AMF Ventures www.amfventures.com Doing traditional stuff, search, buy, find, map etc Automated data pick up 10% 20% 30% 40% 50% 60% 70% 80% 90% measure of time TV .. in front of the PC … spent with a mobile in your pocket

from

mobile

internet

from watching TV from engaging with a PC/Web generated from a mobile device typical day 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 0% 100% 100% value generated from data analysis measure of value

so what data do “they” want?

context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof recognition/ desire/ peer pressure/ community attention location time search content create Identity access content consume purchase banking discovery reputation corporate Digital Footprint individual community inputs outputs who benefits motivation database Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity advertising protection In detail

Different direction – ecosystem discussion

So why is the web working and mobile not?

Some are part of open eco-systems

Some are part of closed ecosystems

and some are not sure!

device tethered generic network platform applications & content closed open proprietary All IP network deliver capture closed ecosystem open ecosystem

device tethered generic network platform applications & content closed open proprietary All IP network deliver capture closed ecosystem open ecosystem Mobile today ! WEB today !

so what?

who does it effect and how…

2.0 thinking does effect everyone here and …

and every aspect of your business

developer & design

application interface and structure

service

delivery

trust

brand

position

strategy

regulation and policy

because…

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.

Where are the business models

context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof recognition/ desire/ peer pressure/ community attention location time search content create Identity access content consume purchase banking discovery reputation corporate Digital Footprint individual community inputs outputs who benefits motivation database Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity advertising protection In detail

Potential Business models digital footprint Click content my behavioural DNA INPUT ANALYSIS OUTPUT service improvement (existing) web TV mobile m2m service discovery (new) web TV mobile m2m trade or barter

Part 2 – thinking about the same problem

There is an important question?

How will the “purchase decision change”

As you are not buying anything that you

You currently sell/ buy

‘ Rainbow of Trust’