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MASHUPS and NEW BUSINESS
OPPORTUNITIES
Simon Winter, Nov 22, 2011
simon.winter@lnu.se
simon.winter@infontology.org
Overview
• Mashups and emerging business
• Business models
• If you are not paying, you are the product being sold
• The generatives
• Ads, subscriptions, etc
• Venture capital
• Examples
The maps
• Ted Valentin, serial entrepreneur
• Online magazine business sold 2007, 1.5 MUSD
• http://academicnetwork.se/
• Maps for interest groups: ads, jobs, sushi, cafes, wifi, beaches,
  secondary education, camping, hotels, flight, vintage, churches,
  hostels, restaurants, pizza, minkarta.se (mother site)
• http://www.badkartan.se/Växjö/
• Most important skill for web entrepreneur: to be able to write
  code.
The maps – Business model
• Started as a mashup with google maps.
• Provided an api.
• Other developers can build applications on top of the api, being
 served the Google ads from Teds account.
The maps
• Taste graph http://www.tedvalentin.com/2010/09/smakgrafen-
  interaktiv.html (sv)
• Micropreneurship
  http://vimeo.com/album/218279/video/11420046 (en)
• APIs: http://www.opendata.se/2010/05/allakartorse-api.html
  (sv/en)
• My last 30 failures:
  http://www.tedvalentin.com/2011/03/lardomar-fran-mina-
  senaste.html (en)
Computational X
• http://www.kk.org/thetechnium/archives/2011/03/computatio
  nal_x.php
• How to find an area that is next up for digitization?


• Linguistic analysis
• Open calais, Yahoo content extraction, Saplo
• http://textminr.com related to
 http://www.greedandfearindex.com/ (sentiment analysis for
 stock trading)
The hype cycle
• http://www.readwriteweb.com/enterprise/2011/08/gartner-
 adds-big-data-gamifica.php
The generatives
• Kevin Kelly
    http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.
    php
•   Immediacy
•   Personalization
•   Interpretation
•   Authenticity
•   Accessibility
•   Embodiment
•   Patronage
•   Findability
Immediacy
• A free copy will be available, but immediate access can have a
 cost
Personalization
• Pay for a film cut for your taste, medicine tailored to your
 genetic characteristics
Interpretation
• Software can be free, but support costs. Genetic code in the
 future could be free, but you will pay to know what it means…
Authenticity
• How do you know you are looking at the authentic video on the
 Internet – you will pay to be sure of that.
Accessibility
• A growing problem with owning bits of information, with
 backup and updates. Pay to subscribe to the information you
 need when you need it.
Embodiment
• The film might be free, but you will pay to watch it with others
 or on a big screen.
Patronage
• People will pay if they know the money reaches the right
 persons. (Example: In Rainbows by Radiohead, 5 USD average
 contribution.)
Findability
• Free doesn’t necessarily mean that something receives
 attention. Pay for finding things.




• (Example: http://appauthority.org/ )
Other examples
• Trust
• Authenticity (not just epistemic/knowing)
Revenue models
• http://www.longtail.com/the_long_tail/2008/01/what-does-
 the-m.html
Venture capital
• Anoto
• For growth
Springwise
• http://www.springwise.com/food_beverage/restaurant-chain-
 accepts-public-transport-card-loyalty-rewards/
The value of open APIs
• Why 4sq has an API.
  http://mediaevolution.se/sites/default/files/byggpadet.pdf
  (Publication mostly in Swedish, but this is and another
  interesting one in English with a focus on Social Media and
  open APIs for goverment innovation).
• http://citizen20.redcut.ch/Citizen%202.0%20%28EN%29.pdf

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Mashups and new business opportunities

  • 1. MASHUPS and NEW BUSINESS OPPORTUNITIES Simon Winter, Nov 22, 2011 simon.winter@lnu.se simon.winter@infontology.org
  • 2. Overview • Mashups and emerging business • Business models • If you are not paying, you are the product being sold • The generatives • Ads, subscriptions, etc • Venture capital • Examples
  • 3. The maps • Ted Valentin, serial entrepreneur • Online magazine business sold 2007, 1.5 MUSD • http://academicnetwork.se/ • Maps for interest groups: ads, jobs, sushi, cafes, wifi, beaches, secondary education, camping, hotels, flight, vintage, churches, hostels, restaurants, pizza, minkarta.se (mother site) • http://www.badkartan.se/Växjö/ • Most important skill for web entrepreneur: to be able to write code.
  • 4. The maps – Business model • Started as a mashup with google maps. • Provided an api. • Other developers can build applications on top of the api, being served the Google ads from Teds account.
  • 5. The maps • Taste graph http://www.tedvalentin.com/2010/09/smakgrafen- interaktiv.html (sv) • Micropreneurship http://vimeo.com/album/218279/video/11420046 (en) • APIs: http://www.opendata.se/2010/05/allakartorse-api.html (sv/en) • My last 30 failures: http://www.tedvalentin.com/2011/03/lardomar-fran-mina- senaste.html (en)
  • 6. Computational X • http://www.kk.org/thetechnium/archives/2011/03/computatio nal_x.php • How to find an area that is next up for digitization? • Linguistic analysis • Open calais, Yahoo content extraction, Saplo • http://textminr.com related to http://www.greedandfearindex.com/ (sentiment analysis for stock trading)
  • 7. The hype cycle • http://www.readwriteweb.com/enterprise/2011/08/gartner- adds-big-data-gamifica.php
  • 8.
  • 9.
  • 10. The generatives • Kevin Kelly http://www.kk.org/thetechnium/archives/2008/01/better_than_fre. php • Immediacy • Personalization • Interpretation • Authenticity • Accessibility • Embodiment • Patronage • Findability
  • 11. Immediacy • A free copy will be available, but immediate access can have a cost
  • 12. Personalization • Pay for a film cut for your taste, medicine tailored to your genetic characteristics
  • 13. Interpretation • Software can be free, but support costs. Genetic code in the future could be free, but you will pay to know what it means…
  • 14. Authenticity • How do you know you are looking at the authentic video on the Internet – you will pay to be sure of that.
  • 15. Accessibility • A growing problem with owning bits of information, with backup and updates. Pay to subscribe to the information you need when you need it.
  • 16. Embodiment • The film might be free, but you will pay to watch it with others or on a big screen.
  • 17. Patronage • People will pay if they know the money reaches the right persons. (Example: In Rainbows by Radiohead, 5 USD average contribution.)
  • 18. Findability • Free doesn’t necessarily mean that something receives attention. Pay for finding things. • (Example: http://appauthority.org/ )
  • 19. Other examples • Trust • Authenticity (not just epistemic/knowing)
  • 23. The value of open APIs • Why 4sq has an API. http://mediaevolution.se/sites/default/files/byggpadet.pdf (Publication mostly in Swedish, but this is and another interesting one in English with a focus on Social Media and open APIs for goverment innovation). • http://citizen20.redcut.ch/Citizen%202.0%20%28EN%29.pdf