My Digital Footprint

A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Sept 2009 http://www.mydigitalfootprint.com

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 certification person organisation identification authentication Government & NGO trade barriers implementation management characteristics privacy risk trust

digital identity has different traits digital identity physical identity bonds bridges relationships reputation barriers implementation management characteristics privacy risk trust

core themes for my digital footprint dependences data mydigitalfootprint value business models collection store analysis relationships security risk privacy trust law regulation identity (physical & digital) intent reputation discovery recommendation protection personalisation trade or barter context who owns the data? two sided model rainbow of trust mobile, web,TV passive/ active need, inspiration, entertainment

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

in simple terms store click data content my data analysis value social data capture

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 capture

traditional mobile value chain Application Content Service Provision Terminal Equipment Middle- ware Network operator Network Equipment User

consumer centric value Internet (IP) mobile access WiFi, WiMax, HSDPA, DVB-H, WCDMA, Bluetooth, GSM, 3G context, payment security, identity music full web browse, search social Blog, RSS, tag Communication Voice, IM, SMS, video entertainment Video, games, mobile TV location Maps, LBS, geotag payment Consumer centric mobile value model www.opengardensblog.futuretext.com

blind men and elephant The blind men and the elephant © Jason Hunt The blind men and the elephant. © Paul Davenport

7 principals of web 2.0 Web 2.0 Harnessing collective Intelligence Data is the Intel inside End of the s/w Release cycle Lightweight Programming models S/W above a Single device Rich user experience Web As A Platform

unified view of web 2.0 The Intelligent web Harnessing collective Intelligence Harnessing collective Intelligence Data is the Intel inside End of the s/w Release cycle Light wt Programming models S/W above a Single device Rich user experience Web As A Platform

harnessing collective intelligence

The web backbone (but not necessarily web protocols end to end)

c) The PC: selecting and configuring the service a) Harnessing collective intelligence

More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createion x content where time intent direction who

identity is not a digital footprint

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 digital footprint Black hole of debate

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

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

relationship between time and data 10% 20% 30% 40% 50% 60% 70% 80% 90% measure of time Source: AMF Ventures www.amfventures.com 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

mashup value from mobile, web and broadcast mashup create consume create create consume consume broadcast MMD WMD BMD mobile web

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

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

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

generic data types

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

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

two sided digital business 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

two worlds collide context personalisation recommendation 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 collection outputs value who benefits motivation database store/analysis Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity AAS protection Behavioural DNA

yesterday’s fragmented network wireless voice data video application layer control layer connection layer

today’s network voice data video cellular application layer control layer all IP connection layer WLAN access and connection

correlated authentication browser packet access authenticate reverse proxy proxy cached policy rules identity system authN service HSS Enhanced HSS policy server HSS IDS integrations using SAML AuthN and polices (for QoS, SLA, access controls etc)

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

creating the virtuous circle collection store analysis value 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

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

implication (for content consumption) … change in information and decision making cycle Message to make you aware Purchase Consume DATA

where you purchased

Time to consume

Where consumed

How many times consumed

Time from awareness to purchase

Method

Channel effectiveness

Influences

Social group prior, following

Preferences Business Activity

Norms (comparative)

Where (location)

How (channel)

Attention (Time)

Alternatives (social graph)

Solving a need with a product or service

Relevant & Timely

Sales and Marketing/ PR

Recommendation

Endorsement

collection collection collection Store Analysis Value

data classification Static Dynamic Behavioural Factual Profile Data Credit rating Address etc Demographic data, ACORN etc Dynamic Metadata Derived Patterns Routes Routines Actual activity in comms, purchases etc – “microdata” Searches / Clicks Content creation

Actual Location

Metadata eg

Comms usage

Resource purchase/ consumption data

‘ 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

migration my-way one-way accept authority untrusting and wise untrusting and stupid

engaged prepared to engage with my digital footprint NOT prepared to engage with my digital footprint sit back and enjoy the benefits controlling economically unviable

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 business model’s Model 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

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

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