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The future of Content management when the mobile Broadcasts Intent
 

The future of Content management when the mobile Broadcasts Intent

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Mobile has many advantages and new ones keep appearing.  Given that the mobile is available at the point of inspiration we have learnt to capture content and share it…… ...

Mobile has many advantages and new ones keep appearing.  Given that the mobile is available at the point of inspiration we have learnt to capture content and share it……
The mobile is also available at our point of need. 
The market structure today for need is based on the ability to deliver relevant search based on context but this is being challenged by intent. Aka CMS and CRM
Intent is where  the user is in control.
The user broadcasts what they need and local providers bid to meet the need.  This is a significant change that will find it place and it will affect how companies offer and deliver services.

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    The future of Content management when the mobile Broadcasts Intent The future of Content management when the mobile Broadcasts Intent Presentation Transcript

    • The future of Content management when the mobile Broadcasts Intent #tonyfish
    • Overview • Mobile has many advantages and new ones keep appearing. Given that the mobile is available at the point of inspiration we have learnt to capture content and share it…… • The mobile is also available at our point of need. • The market structure today for need is based on the ability to deliver relevant search based on context but this is being challenged by intent. Aka CMS and CRM • Intent is where the user is in control. • The user broadcasts what they need and local providers bid to meet the need. This is a significant change that will find it place and it will affect how companies offer and deliver services.
    • Key Points The customer is the product The customer is the provider The customer is in control of their intent Close the customer feedback loop It will all happen on a “device”
    • You as a professional You as a one of 7 bn people You as a persona
    • “I was wrong!” Purpose is primary And Profit is secondary
    • “If we do not make opinions clear, we will simply find confirmatory facts. ….. No one has ever failed to find the facts they are looking for."
    • Purpose
    • Stuff money cannot buy disruption trivia Stuff that has to be big strategy consulting Stuff that costs lots of money
    • Structure • • • • • • My Digital Footprint Mobile Identity Intent Problems Tip, Tool and Fact
    • Free on line Free PDF Kindle Print Tony Fish Oct 2009 A Two Sided Digital Business Model where your Privacy will be someone else's business !
    • What is a digital footprint? How I react to analysis of my data Data embedded in my content and interactions What I say about myself Data embedded in my social networks content and interactions with me What others say about me How my social group in influenced by the analysis of my data What the analysis says about What the analysis says about me in my social context
    • mashup value from mobile, web and broadcast create consume MMD consume create mashup BMD create WMD consume
    • value from mobile, TV and web data Attention Browse Search Click Create Consumer WEB Broadcast/ Listen View Preference Time Presence MOBILE Location Attention Browse Search Time Who Click Create Consume Presence Point of inspiration Point of entertainment Point of need
    • Why is mobile so important? on this screen content who where in this earpiece time direction intent consume createion x
    • mobile content Capturing Content at the Point of inspiration I am a tag my identity AJAX/ widgets Mobile web 2.0 Harnessing Collective Intelligence digital convergence Extending the web multilingual mobile access Uniquely mobile mobile search Location
    • Ecosystem in balance Point of inspiration User creates content and publishes it Personal capture Personal creation User News Personal Tagging Device e.g phone smartphone Events Access e.g GSM WiFi UMTS Platform Enablers e.g publishing e.g hosting, integration with WWW e.g search e.g payment security, DRM Sport Events News Sport User Device Access Platform Enablers Professional Editing Content created for the user to consume Point of entertainment Content creation Professional capture
    • 10 unique benefits of mobile …. is available at the point of creative inspiration …. has the most accurate audience measurement .… captures the social context of media consumption …. empowers the user – think Intent …. the first personal mass media …. is permanently carried …. is always on …. has a built-in payment mechanism …. offers a digital interface to the real world …. touch made computing human http://www.tomiahonen.com/
    • Consumption of digital media Screens of life shared Public The six screens of life Cinema TV Private personal Fixed Carried Carry PC Car TV/ Airplane Mobile Phone/PDA iPod/ DAB Carry communicate Carry informational mobile content
    • 6 screens of life big screens Cinema (shared with other members of the public) TV (shared privately within our homes) PC (personal or shared use) small screens Fixed/Portable Players (fixed devices in things that move such as cars, planes, etc) The mobile device, an individual and personalised handheld device Information screens e.g. iPod, radio
    • Value between creation and consumption Creation/ Publish Consumption Relevance Blog Private Personal Collaboration Public Secret Wikki Voting Index Tags Journal Book Paper Screens of life Search shared Public Private ID personal Footprint Fixed Verification TV Attention Movie Carried Payment Music Content management DRM tools Ad engines Carry Location Carry communicate ‘Portability’ Carry informational UI, navigation Service, storage, backup
    • digital footprints – context public/ private identity black hole of debate privacy Proof of who I am – – – – – Driving licence Bank details Credit history Social security Certification Regulated and institution controlled digital footprint Collection, store, analysis and value created from digital data from mobile, web and TV Control/ setting Emotional Preference Status Regulation Law
    • Who creates identity? – not me
    • • • • • • • • • • government education parents family and friends influencers, filters and those I follow news Bias and experience beliefs that I like my behaviour, habits, routes and routines So who creates identity? : no one
    • an identity doesn’t create value
    • height brands activity patterns usage DNA hair colour finger print physical me eye colour voice iris scan images behavioural me routes habits events routines preferences attention value cost bank and credit professional home addresses achievements claims and history me official documents medical records academic achievements from me blogs tweets photos links video comments photos friends blogs Social me likes video comments tags links friends likes from others Source: My Digital Footprint http://www.mydigitalfootprint.com/
    • Google doesn't want your identity – it wants the data that gives you identity
    • reputation influence reach trigger (spike) trust stable (signal) reflection (pulse) authority refinement (wave) relevancy credibility preference
    • Signal Wave Spike Trend Pulse
    • The model click data content my data store analysis value ownership and movable algorithm = differentiation rights and cash (sensory.net) social data collection digital footprint Behavioural DNA feedback loop
    • In Direct feedback Norms Social Friends Actual Actual User Actual User Data User Data Data “The Business” The User Direct feedback collection store analysis value
    • Model 1 2 3 4 5 6 7 8 I own my Data I Give up my Data Pay for enhancement to service (subscription or one off) Trade data for enhancement directly with service provider Trade data for enhancement via a third party (indirect) such as an aggregation party Pay for services directly (subscription or one off) Trade data for service directly with service provider Trade data for services via a third party (indirect) such as an aggregation party Pay to protect your identity Enable 3rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue
    • Here’s the issue…
    • The Internet needs you! what we do what the web does analysis intelligence
    • Symbiotic Relationship web services and value analysis data store digital data trade Web business depend on consumer data creation of content Data consumption of content business Source http://www.mydigitalfootprint.com consumer
    • Shades of data abuse acceptable TRAITS Open Transparent Known Trusted Value add Engaging unacceptable bliss annoying creepy disturbing unethical TRAITS Closed Secret Unknown Un-trusted Value destroying Fraud/ theft
    • @kevinmarks
    • Can you control it? Purchase behaviour Screen experience Device Software Network Billing Access Setup Applications Memory When When Influence Time Location Need Pressure Urgency Context “place” Touch settlement Payment experience Card Wallet Balance Credit History Cash Machine Location Technology Card Bank Receipts Ether Clearing What data for - Loyalty? - Rewards?
    • Classical thinking…… CRM CRM Customer "target," "capture," "acquire," "lock in,“ "direct," "own," "manage," Value Chain Doc’s thinking…… VRM, and CRM is a special case VRM Customer
    • CHANGING
    • Stuff social into old thinking I control ROI Our terms Economic model is social No control ROH Your terms
    • Market pressures…. reward comparison loyalty values Retain margin position customer As the product BRAND Spending cash pricing data analysis steer experience Switching costs marketing cost Mobile makes it easy to swop, compare and reduces barriers….. Conflict between driving cost out and bringing in more engagement.
    • two worlds collide http://www.mydigitalfootprint.com/ Creative Commons Attribution 2.0 UK: England & Wales License. motivation Inputs collection recognition/ desire/ peer pressure/ community requirement/ enforcement/policy security trust authent ication login © AMF Ventures 2009 attention proof location time search content create activity Digital Footprint Identity access outputs value who benefits banking content consume corporate Behavioural DNA intent billing purchase AAS reputation discovery recommendation protection personalisation trade or barter context individual community accuracy colour Closed loop of feedback and improvement database store/analysis
    • Analysis context, insights, feedback, fraud, behaviour, personalisation, “iData” About to occur rear-view mirror on display Collect Store Analysis “Real Time Data” “Old Data” Sensor data signals sentiment intent
    • Fact, Tool and Tip
    • FACT We can only ever think we know
    • “If we do not make opinions clear, we will simply find confirmatory facts. ….. No one has ever failed to find the facts they are looking for."
    • Tool
    • Questions How is All Data and My Data related? Do you believe that everyone has the same opinion as you?
    • The Righteous model The Evolution model The Visionary model The Idealistic model The Private model The replication model 6 models for ALL DATA and My DATA
    • Questions How are My Data and Identity related? Do you believe that everyone has the same opinion as you?
    • The Inseparable model The Related model The Subset model The Multiple Me model The 5 models of My Data and Identity The GreaterThan model
    • Questions How are My Data and My Rights related? Do you believe that everyone has the same opinion as you?
    • The Extension model The Right model The 4 models of My Data and Rights The Control model The Real model
    • The user driven economy: how the customer is taking control in the digital world • To what extent is the customer becoming empowered in their relationship with brands? • What can brands do to take advantage of the empowered customer? • How are brand/customer relationships set to change over the next twelve months?
    • Work out your own attitude towards how you want your own data to be treated; first!
    • Work out your companies attitude towards your personal data; second
    • Work out your companies attitude towards your CUSTOMERS data; third
    • Articulate your perception of creepy in terms of the gaps in expectations
    • Tip
    • understanding the analysis issue credit card original data current individual data new data (user) new data (social) all new user data build algorithm existing data improve algorithm behavioural model CHAOS (develop linkage) algorithm existing analysis intent your data context trigger or threshold Alert/ Action • • • • single usefulness norms provide good prediction socially acceptable single data set protection reputation personalisation discovery trade/ barter recommendation • multi user input data • multiple output • influence rather than outcome
    • Simple errors - bias
    • Thinking CMS and CRM
    • Your data is a commodity & ownership is unimportant. Value will be retained by those who can get deep & dirty in the transformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, privacy is a setting, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen, data is king and creepy is our political foe
    • our frustration is that those with lower risk have higher authority and that limits our own personal reach, scope, creativity and aspiration
    • and our annoyance is created by those with a higher risk propensity and a-can-do attitude that want to take us beyond our own boundaries of expectation.
    • Thank you #tonyfish