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How Companies Can Position In New Mobile Internet Models

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How Companies Can Position themselves to benefit from the New Mobile Internet Models. A presentation by David Cushman at Informa's Mobile Internet Portal Strategies due on May 20, 2008, in London.

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  • Great presentation - 'because effect' is very interesting. I'm still trying to appreciate the village green point. Perhaps you can elaborate or point me to another posting with more details. Thanks.
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How Companies Can Position In New Mobile Internet Models

  1. 1. David Cushman Bauer Consumer Media How companies can position themselves in the new mobile internet media models
  2. 2. The science bit* *Warning: The value of content can go down, er that’s it actually
  3. 3. Content is worthless
  4. 4. Content is worthless <ul><li>Except that it isn’t </li></ul>
  5. 5. Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul>
  6. 6. Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul><ul><li>Talking about stuff is where ideas turn into action </li></ul>
  7. 7. Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul><ul><li>Talking about stuff is where ideas turn into action </li></ul><ul><li>Action is where value is created </li></ul>
  8. 8. Content is valuable <ul><li>Because of the because effect </li></ul>
  9. 9. Content is valuable <ul><li>Because of the because effect </li></ul><ul><li>You won’t make money with it </li></ul>
  10. 10. Content is valuable <ul><li>Because of the because effect </li></ul><ul><li>You won’t make money with it </li></ul><ul><li>You will make money because of it </li></ul>
  11. 11. Content is valuable <ul><li>Because of the because effect </li></ul><ul><li>You won’t make money with it </li></ul><ul><li>You will make money because of it </li></ul><ul><li>Eg Prince, Radiohead </li></ul>
  12. 12. Value chain is now a value web
  13. 13. Value chain is now a value web <ul><li>Two disruptions </li></ul>
  14. 14. Value chain is now a value web <ul><li>Two disruptions </li></ul><ul><li>How, and by whom, content is being created </li></ul>
  15. 15. Value chain is now a value web <ul><li>Two disruptions </li></ul><ul><li>How, and by whom, content is being created </li></ul><ul><li>How, and by whom, content is being distributed </li></ul>
  16. 16. The world we’re witnessing Share Trust Connect Community
  17. 17. The networked world
  18. 18. We Species wants…
  19. 19. To engage with the network
  20. 20. New rules for media? <ul><li>Communities First </li></ul><ul><li>Niche NOT mass </li></ul><ul><li>2-way flow NOT broadcast </li></ul><ul><li>Node OVER hierarchy </li></ul><ul><li>Networks NOT silos </li></ul><ul><li>Conversations NOT captured ID </li></ul><ul><li>Self-forming OVER directed </li></ul><ul><li>Real time, niche UGC OVER ‘news’ </li></ul><ul><li>Relevance over ‘quality’ </li></ul><ul><li>Cherish Reed’s Law (GFNT) </li></ul>
  21. 21. A community is a community…
  22. 22. Always on Always with you Always yours
  23. 23. What makes great community? <ul><li>Think Community First. </li></ul><ul><li>Encourage self-forming, adhoc, non-directed groups of shared interest/purpose. </li></ul><ul><li>Recognise the crucial role of ratings/reputation </li></ul><ul><li>Activate co-creation of value </li></ul><ul><li>Enable synchronous communication . </li></ul><ul><li>Treat people as converged individuals </li></ul><ul><li>Make tech barriers low. </li></ul><ul><li>Enable discovery of people with shared interests </li></ul><ul><li>Flow rather than focus </li></ul><ul><li>Put individual in control </li></ul><ul><li>Understand the distinction between audience and community . </li></ul><ul><li>A community is a community because of the connections formed between its members. </li></ul>
  24. 24. Starting a fire on the village green
  25. 25. <ul><li>Curate content </li></ul><ul><li>Allow customisation </li></ul><ul><li>Manage the web of peer producers </li></ul><ul><li>Contribute the hard-to-do </li></ul>
  26. 26. Two advantages <ul><li>Always ready </li></ul>LBS
  27. 27. <ul><li>7 th Mass Media </li></ul><ul><li>1. It’s truly personal </li></ul><ul><li>2. It’s always on </li></ul><ul><li>3. It’s always with you </li></ul><ul><li>4. Has a built-in payment mechanism </li></ul><ul><li>5. Allows creation at the point of inspiration </li></ul>
  28. 28. Screen size?
  29. 30. Mobile first
  30. 32. Itsmy.com
  31. 37. User-centric portals <ul><li>Mippin </li></ul>
  32. 38. User-centric portals <ul><li>Mippin </li></ul><ul><li>Widsets </li></ul>
  33. 39. User-centric portals <ul><li>Mippin </li></ul><ul><li>Widsets </li></ul><ul><li>Squace </li></ul>
  34. 40. They show the way
  35. 41. Our position in this ecosystem? <ul><li>To enable, </li></ul><ul><li>To understand, </li></ul><ul><li>To facilitate the connections. </li></ul><ul><li>To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions . </li></ul>
  36. 42. Takeaways <ul><li>Make money with </li></ul><ul><li>content </li></ul><ul><li>Understand </li></ul><ul><li>Your place </li></ul><ul><li>around </li></ul><ul><li>The campfire </li></ul><ul><li>Don’t restrict the view! </li></ul>Don’t restrict the view!
  37. 43. In summary <ul><li>You won’t make money WITH content but you will BECAUSE of it. </li></ul><ul><li>Portals (sites) which focus on content, conversation and communities of purpose will create value. </li></ul><ul><li>User-Centric Portals (community-enabled aggregators) will aid discovery. </li></ul><ul><li>Enable communities to self-form and share what they trust. Don’t restrict the view! </li></ul>
  38. 44. David Cushman <ul><li>FasterFuture.blogspot.com </li></ul>Bauer

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