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Monitising mobile (data and infomation)
 

Monitising mobile (data and infomation)

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mobile is unique - why, how does will mobile create a unique proposition - this is not about mobile content.

mobile is unique - why, how does will mobile create a unique proposition - this is not about mobile content.

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  • 7 principals of change Mobile content – capturing content at the point of inspiration, the create consume balance I am a Tag – not a number, change of my identity, who am I in a digital world Multilingual access – the global village Digital convergance and mash-ups’ Ajax – user experience to dir for Search Location – attention,
  • Fundamental to all this change is how we as users are consuming on the 6 screens of life. The world of content started on a stage, but the first screen is cinema, push baby push. This is a shared/public screen. Followed by the TV, shared but private. The came the personal screen, here change occurs. The primary function is no longer video image entertainment, it takes on a wider remit. The PC, the sit forward, generator of content, consumer of data – a new balance. The car – small personal TV, but with some personal features, but not limited by power/ processor power. The mobile – carried, personal, private, create/ consume in perfect balance, Text, voice…. The ipod, information and navigation The method and mechanism by which we interact with our screen of life is changing. However he underlying content and delivery is also changing – the change from web 1.0 to web 2.0
  • Field service engineering on a mobile device is about collection not about input At this point you should be screaming PRIVACY, SECURITY, How this takes us to issues of privacy and trust. Lets come back to speak about the rainbow of trust. But lets look at the enterprise 2.0
  • Summary of this part, when thinking about mobile, think what can I do on with the mobile platform that I cannot do with an alternative platform
  • Field service engineering on a mobile device is about collection not about input At this point you should be screaming PRIVACY, SECURITY, How this takes us to issues of privacy and trust. Lets come back to speak about the rainbow of trust. But lets look at the enterprise 2.0
  • Service differentiation based on trust Let me start with a consumer walking into carphone warehouse. The person say’s – hello Mr sales man, I am a blue person. What the sales understanding from this is that this person wants an unfettered device, it has not constraints and they will sort out all the IT problems themselves, if they down load something, they will sort it. Mr Red, he only wants to do online and mobile banking Mr purple wants the walled garden Mr beige wants voice and text There customer are differentiated based on their trust in both the device, the SP and their provider of the service. It terms of enterprise customers, they will vary by their attitude to risk. The analysis needed is not but product but by profit and profile to risk. Do you want risk adverse or balanced risk, I don’t know as I don’t know the profit by type.

Monitising mobile (data and infomation) Monitising mobile (data and infomation) Presentation Transcript

  • 30 minutes and 126 slides [email_address] “ Monetising the mobile Internet”
  • Purpose
  •  
  • I am not going to tell you more about
  • what you already know..
  • I am going to challenge you to
  • rethink as the direction you are
  • heading …… is wrong!
  • Stand up
  • Wanted to know what I am talking to
  • young, fresh, and available minds
  • or dull, grey, done and seen it all
  • tonyfish www linkedin skype twitter facebook CEO and Founder [email_address]
  • Sarah Blow
  • Assumptions
  • 3 minutes
  • Do you believe, like me, that there
  • is now a trade for your privacy?
  • web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade
  • Do you believe, like me, that the
  • role of a consumer has changed?
  • two sided digital business Actual User Data Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback friends social norms
  • Do you believe, like me, that
  • Mobile is unique?
  • I believed enough to write
  • A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009
  • I own my Data I Give up my Data 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
  • If you have the same beliefs
  • as me
  • this will not be another boring
  • presentation on mobile content
  • if you don’t believe then
  • don’t clap at the end
  • Longer version
  • Location User individuality Personalisation Device pocketability Small Screen Micro payments Battery Awareness Size Weight Icon/ Bling 3 rd Party applications Usability Blogs Recommendation RSS SMS Content messaging Cross media services Games, gambling Audio video content Information Icon, logo, ringtones Portability Music Data driven Standardisation AJAX Open API Convergence IM Podcasting Navigation Mobile Search Affiliation wikis Folksonomy mashup Participation Web 2.0 Mobile Web 2.0 The long tail Social software Joy of use Remixability Services tags mtags metadata Voice to tag Voice Unified messaging Sync Me, identity Mobile content I am a tag Multilingual Search
  • 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
  • Ecosystem in balance 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
  • The six screens of life Screens of life Public Private Fixed Carried Carry shared personal Carry communicate Carry informational Cinema TV PC Car TV/ Airplane Mobile Phone/PDA iPod/ DAB mobile content Consumption of digital media
  • Value between creation and consumption Creation/ Publish Private Personal Collaboration Public Secret Blog Wikki Journal Book Paper TV Movie Music Consumption Screens of life Public Private Fixed Carried Carry shared personal Carry communicate Carry informational Relevance Voting Index Tags Search ID Footprint Verification Attention Payment Location ‘ Portability’ Content management DRM tools Ad engines UI, navigation Service, storage, backup
  • My Number My Numbers directory directories My ID My Data Your ID Your Data My tags Your tags new search old search connection connection Call LCR Find Locate Message IM Chat Mail Video call Meet I am a tag my identity
  • Telco 2.0 - same idea
  • different customer…..
  •  
  •  
  • and everyone realised “customer information is value”
  • digital footprints – context
    • Collection, store, analysis and value created from digital data from mobile, web and TV
      • Click data
      • Content data
      • my data
      • my social network
    • Proof of who I am
      • Driving licence
      • Bank details
      • Credit history
      • Social security
      • Certification
    • Regulated and institution controlled
    Identity Privacy Black hole of debate Digital Footprint Emotional Preference Status Regulation Law
  • identity is split, but connected digital identity physical identity bonds bridges relationships reputation privacy risk trust
  • physical identity has certain traits digital identity physical identity bonds bridges relationships reputation certification person organisation identification authentication Government & NGO trade privacy risk trust
  • digital identity has different traits digital identity physical identity bonds bridges relationships reputation barriers implementation management characteristics privacy risk trust
  •  
  • A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009
  • 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, TV and web data Broadcast/ Listen WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume Presence View Preference Time Presence Point of inspiration Point of entertainment Point of need
  • the implication is that
  • in simple terms the model becomes
  • in simple terms store click data content my data analysis value social data collection
  • stages to build my digital footprint store click data content my data analysis value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback loop (sensory.net) social data collection
  • mashup value from mobile, web and broadcast mashup create consume create create consume consume broadcast MMD WMD BMD mobile web
  • 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 Friends Social Norms
  • Feedback is critical as it delivers
  • refinement, accuracy, context, colour & flavour
  • adding where the business should be situated
  • 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
  • What’s the issue
  • who owns the data!
  • More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createion x content where time intent direction who
  • U n Iq U e N eS s of mobile
  • Where is the value? on this screen in this earpiece consume createion x content where time intent direction who
  • I assume you will consume on the 6 screens of life
  • 6 screens of life big screens small screens Cinema (shared with other members of the public) TV (shared privately within our homes) PC (personal or shared use) Fixed/Portable Players (fixed devices in things that move such as cars, planes, etc) Information screens e.g. iPod, radio The mobile device, an individual and personalised handheld device
  • However, when we consider the “types” of data
  • at the point of need, inspiration and entertainment
  • Fish Tail’s, a model to categorise data time Short bursts of data, with varying amount of information Continuous feed of data, may vary on amount of data available Continuous feed of data, depending on use Infrequent and small data bursts
  • 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
  • data is inter-related communication social behavioural payment consumption creation e-mail/ IM/ SMS/ voice links/ FOAF/ click/ review/ tag/ blog routes and routines, loyalty card, professional, clubs, affiliation credit card, debit card, cash, contactless, direct, cheque favourite, preference, style, genre, occurrence, video, music, audio, application type, style, tools, pattern, themes records certificates, health, exam, DOB, Council, government, passport
  • understanding the analysis issue original data build algorithm behavioural model current individual data all new user data improve algorithm algorithm your data trigger or threshold Alert/ Action credit card
    • single usefulness
    • norms provide good prediction
    • socially acceptable
    • single data set
    existing data existing analysis recommendation
    • multi user input data
    • multiple output
    • influence rather than outcome
    new data (user) new data (social) intent reputation discovery protection personalisation trade/ barter context CHAOS (develop linkage)
  • types of data input for a digital footprint
  • web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade
  • example – new way to offer 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 collection analysis value
  • What does this mean?
  • If Mobile Web 2.0 thinking is valid
  • Certain players are weak
  • As they cannot get critical “data”
  •  
  • Mobile 2.0 and Web 2.0 company’s are strong
  • As able to get ‘long’ data
  •  
  • industry strategic issues competitor VOT tribes Value Porter’s model focus differentiation/ segmentation lowest cost profit cost services access GYM club no change game changing
  • structural problems device tethered generic network platform applications & content closed open locked net neutrality deliver capture closed mobile ecosystem open mobile ecosystem no change game changing
  •  
  • directory market – outsiders view competitor directories Value Business model focus exploiting data charge / ads profit cost services data Spoke, linkedin, Plaxo, 123 People, Belocal no change game changing
  • structural problems – outsiders view brand value “ nothing” progressive user data platform content closed open cost value deliver capture no change game changing
  • and the business models become …..
  • 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
  • and creating this world requires
  • a virtuous circle collection store analysis value TRUST RISK PRIVACY
  • bonded but not related TRUST RISK PRIVACY
  • build or erode privacy capital PRIVACY erode build PRIVACY CAPITAL Who You Are Routes And Routines Patterns And Preferences Higher FUD Fear, Uncertainty and Doubt lower FUD positive feedback negative feedback Higher propensity to engage more and get better services lower propensity to engage and only gain standard services
  • my health family stuff private thoughts passport cash in account login & ID pin numbers who owns your car where I work my certificates facebook status phone number blog page location bank account number political views car plate number one few many public Consider the same chart from the perspective of people who need to know the data and how many you trust with the data Ways of looking at privacy
  • my health family stuff private thoughts passport cash in account login & ID pin numbers who owns your car where I work my certificates facebook status phone number blog page location bank account number political views car plate number one few many public
  • build or erode risk capital Risk erode build Risk CAPITAL gut feel home and personal business And financial higher FUD lower FUD positive feedback negative feedback Higher propensity to engage more and get better services lower propensity to engage and only gain standard services
  • build or erode trust capital Trust erode build TRUST CAPITAL Reputation And Recommendation Patterns And Preferences higher FUD lower FUD positive feedback negative feedback Higher propensity to engage more and get better services lower propensity to engage and only gain standard services
  • bonded but not related TRUST RISK IDENTITY PRIVACY SECURITY Increasing closed Increasing open High Control High Value Justification of benefits Justification of barriers
  • ‘ Rainbow of Trust’
  • rainbow of trust Based on a complementary 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
  • www.slideshare.net/tonyfish
  • Question?
  • Are you brave enough to stand alone?
  • I can deal with silence - only clap if clap You are my mum (who believes in everything I say) You want to talk to me at coffee break You have the same beliefs It challenged you You’re a lemon and have to follow the crowd You don’t want to look like the only person who did understand what was said PLEASE Don’t bother being polite as it will not help me or you
  • take away’s
  • don’t assume
  • trust
  • Market is completely open
  • Data 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 information in, stored and out. In the New Kingdom, Loyalty is Dead, Trust is the Challenger, the Princes’ are Brands, the Princesses are Simplicity, Attention is Queen and customer metadata is King.
  •  
  • Thank you