The Big M - Ewan's Presentation

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Here are my slides from The Big M conference on Monday afternoon in Bath. Find out more about the event at www.thebigm.mobi.

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The Big M - Ewan's Presentation

  1. 1. Please, Mr Operator…by Ewan MacLeod<br />Editor, Mobile Industry Review<br />@ew4n<br />@mobileindustry<br />
  2. 2. Big fan of mobile<br />
  3. 3. Contents<br />About Me – Context<br />It’s getting annoying now<br />Here’s what I want to see<br />Questions<br />
  4. 4.
  5. 5.
  6. 6. MARLOW<br />LONDON<br />
  7. 7. Not aware of much at 4 weeks<br />
  8. 8. FaceTime aware at 34 weeks<br />(8.5 months)<br />
  9. 9.
  10. 10. Obviously…<br />
  11. 11.
  12. 12. Work Life<br />$1m in 1999<br />Internet communities, chatrooms, forums<br />Discovered mobile with 3rd company<br />Impulse, 2003<br />Last company exited for $24m<br />Data Centre Management Services<br />Advise, consult, cajole<br />Operators, manufacturers, suppliers, developers<br />
  13. 13. My first mobile business…<br />
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20. Why we’re screwed at the moment…<br />
  21. 21.
  22. 22. Is that all you’ve got?<br />
  23. 23. “We’ve peered directly with top sites like Google, Facebook & Yahoo.”<br />So your smartphone accesses those sites roughly 2-seconds faster than anyone else.<br />
  24. 24. “We’ve upgraded our network with Nokia Siemens Networks cellular technology”<br />This keeps your iPhone’s battery working 29% longer every day<br />
  25. 25. “If you put more than four devices on our network and spend over 100 pounds per month, all your UK calls and data usage are free.”<br />Everything. 0800, 0845, everything.<br />
  26. 26. “We’ve implemented a special priority data access plan for our most enthusiastic data customers”<br />£29 per month gets you priority access on every one of our cell sites. So you’ll always be first.<br />
  27. 27. “Use our network and we’ll guarantee you’ll never be a victim of domain spoofing.”<br />We’ll also automatically firewall every mobile data connection you initiate. <br />
  28. 28. “We’ve put a satellite-connected transmitter/Femtocell on every train in the UK.”<br />You’ll always be connected<br />
  29. 29. “We’ve configured our network so that if you have 3+ phones with us, you’ll be able to use the same number on each device.”<br />For calls and texts. Absolutely transparently. No one else in the UK can do this.<br />
  30. 30. “We’ve integrated everything into one single point-and-click interface online. Everything.”<br />Geek? Good: You can do your own service provisioning right from our online control panel<br />
  31. 31. “We’ll replace your iPhone within 8-hours, 24/7”<br />
  32. 32. “Agree a 5-year contract, and every new iPhone and iPad is free.”<br />
  33. 33. “We guarantee we have the fastest possible data connection to the internet. We have 12x 1 terabyte connections into our four UK data centres. That’s five more than our leading competitor. Click here to see our live traffic register. We’re the UK’s biggest purchaser of bandwidth. No one, absolutely no one, is faster.<br />(Sold!)<br />
  34. 34. “Give us £1k up front and £150 a month. Everything is free. Any device, any data, any call.”<br />For as long as you’re a customer.<br />
  35. 35. 100 million<br />HSBC customers<br />
  36. 36. 359 million<br />Vodafone customers, each with a credit relationship<br />
  37. 37. Still dicking about with app stores & widgets<br />
  38. 38. Here’s what we need, and it’s going to be underpinned by the network…<br />
  39. 39. Setting the scene<br />It’s 1130am<br />Doing a meeting at hotel in High Holborn<br />Got a meeting with Nokia at 1pm<br />Great Windmill Street, near Piccadilly <br />I’m carrying:<br />Tripod<br />Camera case<br />Laptop bag<br />15 minutes to get to Piccadilly<br />
  40. 40. Google Maps: 5 minutes by car, 19 minutes by foot <br />
  41. 41. Here’s what actually happened<br />
  42. 42.
  43. 43. Does this bus go past Great Windmill Street?<br />
  44. 44. Does this bus go past Great Windmill Street?<br />Is there time to consult the London Bus App?<br />
  45. 45. Does this bus go past Great Windmill Street?<br />Is there time to consult the London Bus App?<br />[Doors closed]<br />
  46. 46. What should have happened?<br />
  47. 47. In the bar having the meeting<br />
  48. 48. It’s time to go… get the bill<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />2x Pot of Tea<br />2x Coca Cola (330ml)<br />3x Cookies<br />£23.19<br />Service not included<br />Next<br />
  49. 49. Chancery Court Bar & Grill<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />Ewan MacLeod120981207<br />2x Pot of Tea<br />2x Coca Cola (330ml)<br />3x Cookies<br />£23.19<br />Service not included<br />Service:£2.31<br />(10%)<br />Total:£25.50<br />Next<br />Pay<br />
  50. 50. Chancery Court Bar & Grill<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />Ewan MacLeod120981207<br />2x Pot of Tea<br />2x Coca Cola (330ml)<br />3x Cookies<br />£23.19<br />Service not included<br />Service:£2.36<br />Total:£25.55<br />Next<br />Pay<br />Swipe<br />
  51. 51. Chancery Court Bar & Grill<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />Ewan MacLeod120981207<br />2x Pot of Tea<br />2x Coca Cola (330ml)<br />3x Cookies<br />£23.19<br />Service not included<br />Service:£2.66<br />Total:£25.85<br />Next<br />Pay<br />
  52. 52. Chancery Court Bar & Grill<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />Ewan MacLeod120981207<br />2x Pot of Tea<br />2x Coca Cola (330ml)<br />3x Cookies<br />£23.19<br />Service not included<br />Service:£2.88<br />Total:£26.09<br />Next<br />Pay<br />
  53. 53. Chancery Court Bar & Grill<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />Ewan MacLeod120981207<br />2x Pot of Tea<br />2x Coca Cola (330ml)<br />3x Cookies<br />£23.19<br />Service not included<br />Service:£3.50<br />Total:£26.69<br />Next<br />Pay<br />
  54. 54. Debit my bank account, add to transaction list<br />Add as a business expensein my accounts system<br />File a ‘good’ feedback for the waiter, bar & hotel<br />Add to my hotel record<br />Chancery Court Bar & Grill<br />Ewan MacLeod120981207<br />Service:£3.50<br />Total:£26.69<br />Pay<br />
  55. 55. Searchable! <br />
  56. 56. When I take more than 5 steps in one direction, assume I’m traveling to my next appointment<br />So help me out…<br />Travel<br />
  57. 57. Live Bids<br />
  58. 58. Live Bids<br />Black Taxi: from £8.95<br />
  59. 59. Live Bids<br />Black Taxi: from £8.95<br />Limousine: from £18.95<br />
  60. 60. Live Bids<br />Black Taxi: from £8.95<br />Limousine: from £18.95<br />Bus: from £1.55<br />
  61. 61. Live Bids<br />Black Taxi: from £8.95<br />Limousine: from £18.95<br />Bus: from £1.55<br />+4 mins<br />Tube: from £2.00<br />+9 mins<br />
  62. 62. Live Bids<br />Black Taxi: from £8.95<br />Limousine: from £18.95<br />Bus: from £1.55<br />+4 mins<br />Tube: from £2.00<br />+9 mins<br />Pink 4x4 Limo: from £15.95<br />
  63. 63. Live Bids<br />Black Taxi: from £8.95<br />*<br />Limousine: from £18.95<br />*<br />Bus: from £1.55<br />+4 mins<br />Tube: from £2.00<br />+9 mins<br />Pink 4x4 Limo: from £15.95<br />Limo Bike: from £15.95<br />
  64. 64. Live Bids<br />Black Taxi: from £8.95<br />Limousine: from £18.95<br />Bus: from £1.55<br />+4 mins<br />Tube: from £2.00<br />+9 mins<br />Pink 4x4 Limo: from £15.95<br />Limo Bike: from £15.95<br />
  65. 65. Showing Taxi list…<br />Live Bids: Black Taxi<br />Black Taxi, G. Smith£8.95, WiFi-on-board<br /><br />Addison Lee£12.55, Free newspaper<br />Black Taxi, N. Reece£15.29, Bottled Water+WiFi<br />Black Taxi, H. Flannery£16.95, aircon, +50 rep<br />Minicab, L. Davies£6.99<br />Minicab, M. Gordon£6.79<br />
  66. 66. Live Bids: Black Taxi<br />Black Taxi, G. Smith£8.95, WiFi-on-board<br /><br />Addison Lee£12.55, Free newspaper<br />Black Taxi, N. Reece£15.29, Bottled Water+WiFi<br />Black Taxi, H. Flannery£16.95, aircon, +50 rep<br />Minicab, L. Davies£6.99<br />Minicab, M. Gordon£6.79<br />
  67. 67. Live Bids: Black Taxi<br />Black Taxi, G. Smith£8.95, ETA 13:08<br /><br />Last Used: 8 days ago<br />Arrival: 1.2 minutes<br />Insurance: Approved<br />Identity: Verified++<br />Feedback: “Great always” – Ed H.<br />
  68. 68. Live Bids: Black Taxi<br />Black Taxi, G. Smith£8.95, ETA 13:08<br /><br />Last Used: 8 days ago<br />Arrival: 1.2 minutes<br />Insurance: Approved<br />Identity: Verified++<br />Feedback: “Great always” – Ed H.<br />
  69. 69. Swipe to book…<br />Live Bids: Black Taxi<br />Black Taxi, G. Smith£8.95, WiFi-on-board<br /><br />Book Now<br />
  70. 70. David’s Calendar<br />Ben’s Calendar<br />13:00 Meet with Ewan<br />13:00 Meet with Ewan<br />
  71. 71. David’s Calendar<br />Ben’s Calendar<br />13:10 Meet with Ewan<br />13:10 Meet with Ewan<br />13:10<br />
  72. 72. This is all sort-of possible today<br />It just takes 10 minutes of faffing<br />
  73. 73. This is all sort-of possible today<br />It just takes 10 minutes of faffin<br />
  74. 74. This is all sort-of possible today<br />It just takes 10 minutes of faffing<br />
  75. 75. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  76. 76. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  77. 77. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  78. 78. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  79. 79. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  80. 80. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  81. 81. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  82. 82. This is all sort-of possible today<br />It just takes 10 minutes of faffing instead of one 18ms request <br />
  83. 83.
  84. 84. We’re still in the Fisher Price Age<br />
  85. 85. Flowers for mum, now?<br />
  86. 86. Why do I have to specify a physical transfer protocol?<br />
  87. 87. Check-in? If only it was like FourSquare…<br />Home address?<br />Newspaper?<br />Email address? Breakfast?<br />Swipe-of-your-card?<br />
  88. 88. Extend the check-out to 5pm. Now. <br />
  89. 89. Have you got a Nectar card?<br />What do you think?<br />
  90. 90. Pay Raam now…<br />PayPal 2020<br />Ewan MacLeodewan@ewan.net<br />RaamThrakar<br />Ed Hodges<br />
  91. 91. PayPal 2020<br />Ewan MacLeodewan@ewan.net<br />RaamThrakar<br />£12.20<br />50% of Pizza Express balance<br />Pay<br />
  92. 92. Location, context aware<br />PayPal 2020<br />Ewan MacLeodewan@ewan.net<br />RaamThrakar<br />£12.20<br />50% of Pizza Express balance<br />Pay<br />
  93. 93. Surfacing or discovering ‘apps’<br />Device Interface Goes Here<br />Device<br />Interface<br />
  94. 94. Walk into an area where there’s a service available<br />Device Interface Goes Here<br />Device<br />Interface<br />
  95. 95. Device Interface Goes Here<br />Gelato Reviews<br />Hire an car<br />Pizza Express<br />Pizza Hut<br />Zizzi<br />
  96. 96. A new way of working<br />User Interface<br />Device<br />Services<br />Services<br />Services<br />Network<br />
  97. 97. The Beginnings<br />BlueVia from Telefonica<br />User Context<br />Phone, contract/PAYG, bandwidth<br />Control basic network functions<br />Carrier grade infrastructure… duh<br />Integrated billing & revenue share<br />oAuth/API<br />
  98. 98. Watch closely any opportunity to get involved with the operators<br />
  99. 99. Questions?<br />ewan@mobileindustryreview.com<br />+44 7769 658 104<br />@ew4n<br />

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