how can you deliver value from customer data? Does mobile change the opportunity, where does Facebook go next?

1. Tony Fish Verge June 2010 http://verge.ogilvy.pt/

2. One thing the internet has given us

3. is the understanding that we disagree about everything!

4. Watch out there is a heretic in the room

5. Purpose

7. I am not going to tell

8. what you already know.

9. I am going to challenge you to

10. rethink, as the assumptions you

11. make lead to missed

12. value and opportunity

13. Stand up

14. I wanted to know who I am talking to

15. young, fresh, and available minds

16. or old, dull, grey and dutiful

17. tonyfish www linkedin skype twitter facebook CEO and Founder [email_address]

18. Assumptions

19. 3 minutes

20. Do you believe, like me, that there

21. is now a trade for your privacy?

22. web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade

23. Do you believe, like me, that the

24. role of a consumer has changed?

25. two sided digital business Actual User Data Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback friends social norms

26. Do you believe, like me, that

27. Mobile is unique?

28. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createion x content where time intent direction who

29. Do you believe, like me, that

30. we don’t understand the

31. true value of ‘behavioural DNA’ data

32. and behavioural data makes

33. prediction ‘valuable’

34. I believed enough to write

35. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009

36. If you have the same beliefs

37. as me

38. this will not be another boring

39. presentation on value creation

40. If you don’t believe then

41. don’t clap at the end

42. focus on your blackberry

43. and we’ll all assume you should be

44. giving this presentation - looser

45. Longer version

46. Location User individuality Personalisation Device pocketability Small Screen Micro payments Battery Awareness Size Weight Icon/ Bling 3 rd Party applications Usability Blogs Recommendation RSS SMS Content messaging Cross media services Games, gambling Audio video content Information Icon, logo, ringtones Portability Music Data driven Standardisation AJAX Open API Convergence IM Podcasting Navigation Mobile Search Affiliation wikis Folksonomy mashup Participation Web 2.0 Mobile Web 2.0 The long tail Social software Joy of use Remixability Services tags mtags metadata Voice to tag Voice Unified messaging Sync Me, identity Mobile content I am a tag Multilingual Search

47. mobile content Harnessing Collective Intelligence Capturing Content at the Point of inspiration Extending the web Mobile web 2.0 I am a tag my identity multilingual mobile access digital convergence mobile search AJAX/ widgets Uniquely mobile Location

48. Ecosystem in balance Enablers Platform Access Device User User Device Access Platform Enablers User creates content and publishes it Content created for the user to consume Point of inspiration Sport reality family News friends holiday night out movie cartoon Adult e.g publishing e.g search e.g payment security, DRM e.g GSM WiFi UMTS e.g phone smartphone e.g hosting, integration with WWW Events Professional Editing Content creation Personal Tagging Professional capture concert music colleagues gathering Personal creation Personal capture Sport News Point of entertainment Events

49. The six screens of life Screens of life Public Private Fixed Carried Carry shared personal Carry communicate Carry informational Cinema TV PC Car TV/ Airplane Mobile Phone/PDA iPod/ DAB mobile content Consumption of digital media

50. In a digital world the role of

51. marketing is therefore to

52. light the 7th screen

53. Value between creation and consumption Creation/ Publish Private Personal Collaboration Public Secret Blog Wikki Journal Book Paper TV Movie Music Consumption Screens of life Public Private Fixed Carried Carry shared personal Carry communicate Carry informational Relevance Voting Index Tags Search ID Footprint Verification Attention Payment Location ‘ Portability’ Content management DRM tools Ad engines UI, navigation Service, storage, backup

55. many contentious issues with the

56. idea of a digital you

57. Private Public

58. my health family stuff private thoughts passport cash in account login & ID pin numbers who owns your car where I work my certificates facebook status phone number blog page location bank account number political views car plate number one few many public Consider the same chart from the perspective of people who need to know the data and how many you trust with the data Ways of looking at privacy

59. my health family stuff private thoughts passport cash in account login & ID pin numbers who owns your car where I work my certificates facebook status phone number blog page location bank account number political views car plate number one few many public know trust

60. date of birth – public or private

61. Look to History and we find Aristotle

62. “ golden mean”

63. evil good evil Not enough inadequate Too Much excess

64. recklessness courage cowardice Deficient Excess virtue

65. Public Private Public broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless

66. do we need

67. i-Public & b-Public?

68. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009

69. identity is split, but connected digital identity physical identity bonds bridges relationships reputation privacy risk trust

70. Definitions of digital footprint

71. Definitions of digital footprint Education Design Data you leave All data

73. Why is mobile

74. a game changer?

75. you can do ‘stuff’ that you cannot

76. do on the web and via broadcast

77. mashup value from mobile, web and broadcast mashup create consume create create consume consume broadcast MMD WMD BMD mobile web

78. value from mobile, TV and web data Broadcast/ Listen WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume Presence View Preference Time Presence Point of inspiration Point of entertainment Point of need

79. the implication is that

80. in simple terms the model becomes

81. in simple terms store click data content my data analysis value social data collection

82. stages to build my digital footprint store click data content my data analysis value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback loop (sensory.net) social data collection

83. If we now add in where the user is

84. we see the user appears twice

85. as a provider and as a consumer

86. Actual User Data Actual User Data Actual User Data The User Direct feedback In Direct feedback collection store analysis value the provider the consumer Friends Social Norms

87. Feedback is critical as it delivers

88. refinement, accuracy, context,

89. colour & flavour

90. adding where the business

91. should be situated

92. Actual User Data Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback collection store analysis value Friends Social Norms

93. web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade

94. Where does this trade take place

95. The 6 screens of life

96. 6 screens of life big screens small screens Cinema (shared with other members of the public) TV (shared privately within our homes) PC (personal or shared use) Fixed/Portable Players (fixed devices in things that move such as cars, planes, etc) Information screens e.g. iPod, radio The mobile device, an individual and personalised handheld device

97. However, when we consider the “types” of data

98. at the point of need, inspiration and entertainment

99. Fish Tail’s, a model to categorise data time Short bursts of data, with varying amount of information Continuous feed of data, may vary on amount of data available Continuous feed of data, depending on use Infrequent and small data bursts music High Value attention/ location shopping

100. The important issue is not the type

101. but how quickly you can replicate

102. the data

103. As if I can replicate quickly

104. I have no need to be loyal

105. Is loyalty important?

106. Supermarket Vs Supermarket

107. The point is influence

108. do you or are you?

110. Everyone has data

111. But not all data is created equal

113. Take away

114. “ customer information is value..

115. if you can do something with it!”

116. Or you can move a cost centre

117. Call centre, FAQ, reviews

118. example – new way to offer mobile security store moveable digital footprint behavioural DNA adverse behaviour Click content my normal behaviour graceful opening location route time routine restrictions unique override closing time Take raw data to new provider confidence assurance collection analysis value

119. U n Iq U e N eS s of mobile

120. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createion x content where time intent direction who

121. U n Iq U e N eS s of mobile

122. Where is the value? on this screen in this earpiece consume createion x content where time intent direction who

123. peer review “daughter”

124. Do you believe me?

125. Over 25?

126. LAME

127. What does all this mean?

128. If 2.0 thinking is valid

129. Certain players are weak

130. As they cannot get critical “data”

131. 2.0 company’s are strong

132. As able to get ‘loyalty’ data

133. Response to Diego Oliva (this AM)

134. Facebook “Like” you, love your data

135. Shift from Google Ad centric world

136. to a Facebook relationship world

137. Social changes ‘nothing’

138. it’s all about data

139. Switch off day - alternatives

140. Digital allows you to find influence

141. Operator case study

143. industry strategic issues competitor VOT tribes Value Porter’s model focus differentiation/ segmentation lowest cost profit cost services access GYM club no change game changing

144. structural problems device tethered generic network platform applications & content closed open locked net neutrality deliver capture closed mobile ecosystem open mobile ecosystem no change game changing

145. Changing the brand value is hard

146. Changing the model is harder

147. Delivering value from data is hardest

148. Who owns the data?

149. I own my Data I Give up my Data Model Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue Enable 3 rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue 8 Pay for enhancement to service (subscription or one off) 1 Trade data for enhancement directly with service provider 2 Trade data for enhancement via a third party (indirect) such as an aggregation party 3 Pay for services directly (subscription or one off) 4 Pay to protect your identity 7 Trade data for services via a third party (indirect) such as an aggregation party 6 Trade data for service directly with service provider 5

150. and creating this world requires

151. a virtuous circle collection store analysis value TRUST RISK PRIVACY

152. bonded but not related TRUST RISK PRIVACY

153. build or erode privacy capital PRIVACY erode build PRIVACY CAPITAL Who You Are Routes And Routines Patterns And Preferences Higher FUD Fear, Uncertainty and Doubt lower FUD positive feedback negative feedback Higher propensity to engage more and get better services lower propensity to engage and only gain standard services

154. build or erode risk capital Risk erode build Risk CAPITAL gut feel home and personal business And financial higher FUD lower FUD positive feedback negative feedback Higher propensity to engage more and get better services lower propensity to engage and only gain standard services

155. build or erode trust capital Trust erode build TRUST CAPITAL Reputation And Recommendation Patterns And Preferences higher FUD lower FUD positive feedback negative feedback Higher propensity to engage more and get better services lower propensity to engage and only gain standard services

156. bonded but not related TRUST RISK IDENTITY PRIVACY SECURITY Increasing closed Increasing open High Control High Value Justification of benefits Justification of barriers

157. ‘ Rainbow of Trust’

159. www.slideshare.net/tonyfish

160. Question for you?

161. Are you brave enough to stand alone?

162. I can deal with silence - only clap if clap You are my mum (who believes in everything I say) You want to talk to me at coffee break You have the same beliefs It challenged you You’re a lemon and have to follow the crowd You don’t want to look like the only person who did understand what was said PLEASE Don’t bother being polite as it will not help me or you

163. take away’s

164. While you think about your response

165. Don’t assume

166. Trust could be the problem

167. Do you know the influencer

168. Market is completely open

169. Data is a commodity & ownership is unimportant. Value will be retained by those who get deep and dirty in the transformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen and customer metadata is king.

170. value for sales pitch

171. Thank you tonyfish www linkedin skype twitter facebook CEO and Founder [email_address] www.tonyfish.com www.blog.mydigitalfootprint.com www.mydigitalfootprint.com www.mobileweb20.com www.mashupevent.com www.sociable.net http://alpha.sociable.net/ www.mashupinsight.com