The document discusses building digital services and content for local communities through open APIs and collaboration. It proposes combining real-time bus data, weather information, and hyper-local content delivered to specific bus stops and neighborhoods using mobile technologies. The goal is to provide useful, targeted local information and services to engaged communities.

1. Upon which you go build…
Rick Waghorn,
CEO Addiply,
April, 2013

3.  ‘The World Turned
Upside Down’ (1972)
Radical Ideas During
The English Revolution.
 ‘This book deals with…
the attempts of various
groups of the common
people to impose their
own solutions to the
problems of their time, in
opposition to the wishes
of their betters…’

4.  DreamForce, 2011…
 Keynote conversation
with Marc Benioff of
SalesForce…
 ‘What I do know is that
the next generation of
these leaders will be
something involving
mobile, local and social.
Which are the terms we
use today for the way that
people live and work…

5.  If it doesn’t work on
mobile, it doesn’t work…
 ‘By 2016, Portio Research
expects that roughly
three-quarters of UK
mobile devices will be
smartphones, creating a
mobile advertising
environment in which
smartphones are the rule,
not the exception…
 Smartphone penetration
to hit 50% this year…

6.  Facebook…
 33,000,000 FB users UK
(RoseMcGrory, 2013)
 53% of population
 62.49% of online
population. Higher
than the US.
 Twitter…
 34,000,000 live
accounts in UK
 LinkedIn… 11,000,000.

7.  Bus No27. Runs to the
Prince Charles
Hospital… via Gurnos
Estate, Merthyr.
 StatsWales…
 Indicator data by
‘Lower Layer Super
Output Areas’
 Data-driven decisions
 But a challenged
community…

8.  Bus No27…
 TSB: ‘Convergence In A
Digital Landscape’
 Addiply: A Public API.
 Placr: Open Transport API.
 Map ‘real-time’ bus data.
 362,000 bus-stops across UK.
 Including every one around
the Gurnos Estate.
 Layer 1: Hyper-local content…

9.  Whither the weather?
 Tinopolis’ weather widget
is to be open; available…
 Drill weather down to 1km;
to a single bus stop.
 Layer 2: Weather API.
 Building new models of
engagement and
interaction around useful,
*local* content.
 On mobile…

10.  Addiply ‘wired’ into
AboutMyArea, 2012.
 Content portal for every
major postcode district in the
UK.
 Including CF47… Gurnos.
 Empty aggregator.
 No fresh, relevant, local
content with which to build
an audience…
 Who has content? You do…

11.  Addiply API to be public by
end of Q2 2013.
 Believe in open, collaborative
working…
 Recruit Inc, part of JV
investment in Addiply run
Mash09. 500 developers.
 GitHub 3,000,000 ‘social
coders’. Developer and
distribution resource.
 Building again. From scratch.

12.  And rewards will follow.
 Proximity advertising
into mobile-local space is
the place to play in…
 BIA/Kelsey see a $5.8bn
business by 2016 in US.
 Growing at 54% a year.
 You lead and Co-Op,
Tesco, MiniCooper
(Merthyr) follow…
 Then local businesses…

13.  Content…
 Collaboration…
 And *Connection*.
 Mobile wifi/4G versus
BDUK/BT ‘vision’.
 #21VC – 21st Century
Village Correspondent.
 Broadband back-haul via
church; build a rural wifi
‘cloud’ over the village.
 ie be USEFUL…

14. Rick Waghorn
rick.waghorn@addiply.com
@rickjwaghorn
https://live.addiply.com/cy
http://rickwaghorn.co.uk
http://21vc.co.uk

15.  Start with something USEFUL
 Collaboration…
 Between Addiply/Placr
 Real-time bus data
 Where are you?
 362,000 bus-stops to choose
from.
 Open APIs; mashed together.
 Data delivered down to 1km.
 To one bus stop…

16.  Prince Charles Hospital
 Route 27.
 Now add a new layer…
 Weather app from Tinopolis
 Weather down to 1km.
 To a bus stop…
 Now deliver offers, messages,
campaigns, adverts… that is of
relevance/use to that
community.
 Simple, but specific targetting.

18.  ‘If content is king, then
collaboration is queen… and as
in chess, we all know which
piece is the more powerful.
David Cohn, aka @digidave
 S4c: Sport, News, Drama…
 Tinopolis: Weather, Drama..
 ‘Top down’ content drivers…
 Bottom up?
 Centre for Community
Journalism…