Mobile World Congress – Feb 2009, Barcelona Mobile Web 2.0 and the uniqueness of mobile

tonyfish www linkedin skype twitter facebook

Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback UnIqUeNeSs

Observations Let’s be clear, everyone want to be able to gain knowledge about you as a consumer and 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 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

Let’s be clear, everyone want to be able to gain knowledge about you as a consumer and 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

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

‘ Rainbow of Trust’

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

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

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.

Tony Fish + 44 7808 142121

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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