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
insp...
Key Points
The customer is the product
The customer is the provider
The customer is in control of their intent
Close the c...
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 th...
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 some...
What is a digital footprint?
How I react to analysis
of my data
Data embedded
in my content and
interactions

What I say
a...
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
T...
Why is mobile so important?
on this screen

content
who

where

in this earpiece

time

direction
intent

consume

createi...
mobile
content
Capturing
Content at the
Point of
inspiration

I am a tag
my identity
AJAX/
widgets

Mobile web 2.0
Harness...
Ecosystem in balance
Point of inspiration
User creates content and publishes it
Personal
capture

Personal
creation
User

...
10 unique benefits of mobile
…. is available at the point of creative inspiration
…. has the most accurate audience measur...
Consumption of digital media

Screens of life
shared
Public

The six screens
of life

Cinema
TV

Private
personal
Fixed
Ca...
6 screens of life
big screens
Cinema (shared with
other members of the
public)

TV (shared privately
within our homes)

PC...
Value between creation and consumption
Creation/ Publish

Consumption
Relevance

Blog

Private
Personal
Collaboration
Publ...
digital footprints – context
public/
private

identity

black hole
of debate

privacy

Proof of who I am
–
–
–
–
–

Drivin...
Who creates identity?

– not me
•
•
•
•
•
•
•
•
•

government
education
parents
family and friends
influencers, filters and those I follow
news
Bias and e...
an identity doesn’t create value
height

brands
activity
patterns
usage

DNA
hair colour

finger print

physical me
eye colour

voice

iris scan
images

be...
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)

re...
Signal

Wave

Spike
Trend

Pulse
The model
click data
content
my data

store

analysis

value

ownership
and
movable

algorithm
=
differentiation

rights
a...
In Direct feedback
Norms
Social
Friends Actual

Actual
User
Actual
User
Data
User
Data
Data

“The
Business”

The User

Dir...
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 d...
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 ...
Shades of data abuse
acceptable
TRAITS
Open
Transparent
Known
Trusted
Value add
Engaging

unacceptable

bliss

annoying

c...
@kevinmarks
Can you control it?

Purchase
behaviour
Screen
experience
Device
Software
Network
Billing
Access
Setup
Applications
Memory...
Classical thinking…… CRM
CRM

Customer
"target," "capture," "acquire," "lock in,“
"direct," "own," "manage,"

Value Chain
...
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...
two worlds collide
http://www.mydigitalfootprint.com/

Creative Commons Attribution 2.0 UK: England & Wales License.

moti...
Analysis

context, insights, feedback,
fraud, behaviour,
personalisation,

“iData”
About to occur

rear-view mirror

on di...
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 th...
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 mo...
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

T...
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...
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)

a...
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
trans...
our frustration is that those with
lower risk have higher authority
and that limits our own
personal reach, scope,
creativ...
and our annoyance is created
by those with a higher risk
propensity and a-can-do
attitude that want to take us
beyond our ...
Thank you
#tonyfish
The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent
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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……
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

  1. 1. The future of Content management when the mobile Broadcasts Intent #tonyfish
  2. 2. 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.
  3. 3. 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”
  4. 4. You as a professional You as a one of 7 bn people You as a persona
  5. 5. “I was wrong!” Purpose is primary And Profit is secondary
  6. 6. “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."
  7. 7. Purpose
  8. 8. Stuff money cannot buy disruption trivia Stuff that has to be big strategy consulting Stuff that costs lots of money
  9. 9. Structure • • • • • • My Digital Footprint Mobile Identity Intent Problems Tip, Tool and Fact
  10. 10. 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 !
  11. 11. 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
  12. 12. mashup value from mobile, web and broadcast create consume MMD consume create mashup BMD create WMD consume
  13. 13. 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
  14. 14. Why is mobile so important? on this screen content who where in this earpiece time direction intent consume createion x
  15. 15. 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
  16. 16. 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
  17. 17. 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/
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Who creates identity? – not me
  23. 23. • • • • • • • • • 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
  24. 24. an identity doesn’t create value
  25. 25. 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/
  26. 26. Google doesn't want your identity – it wants the data that gives you identity
  27. 27. reputation influence reach trigger (spike) trust stable (signal) reflection (pulse) authority refinement (wave) relevancy credibility preference
  28. 28. Signal Wave Spike Trend Pulse
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Here’s the issue…
  33. 33. The Internet needs you! what we do what the web does analysis intelligence
  34. 34. 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
  35. 35. 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
  36. 36. @kevinmarks
  37. 37. 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?
  38. 38. 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
  39. 39. CHANGING
  40. 40. Stuff social into old thinking I control ROI Our terms Economic model is social No control ROH Your terms
  41. 41. 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.
  42. 42. 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
  43. 43. 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
  44. 44. Fact, Tool and Tip
  45. 45. FACT We can only ever think we know
  46. 46. “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."
  47. 47. Tool
  48. 48. Questions How is All Data and My Data related? Do you believe that everyone has the same opinion as you?
  49. 49. 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
  50. 50. Questions How are My Data and Identity related? Do you believe that everyone has the same opinion as you?
  51. 51. The Inseparable model The Related model The Subset model The Multiple Me model The 5 models of My Data and Identity The GreaterThan model
  52. 52. Questions How are My Data and My Rights related? Do you believe that everyone has the same opinion as you?
  53. 53. The Extension model The Right model The 4 models of My Data and Rights The Control model The Real model
  54. 54. 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?
  55. 55. Work out your own attitude towards how you want your own data to be treated; first!
  56. 56. Work out your companies attitude towards your personal data; second
  57. 57. Work out your companies attitude towards your CUSTOMERS data; third
  58. 58. Articulate your perception of creepy in terms of the gaps in expectations
  59. 59. Tip
  60. 60. 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
  61. 61. Simple errors - bias
  62. 62. Thinking CMS and CRM
  63. 63. 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
  64. 64. our frustration is that those with lower risk have higher authority and that limits our own personal reach, scope, creativity and aspiration
  65. 65. 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.
  66. 66. Thank you #tonyfish

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