This document discusses the importance of data and how companies can utilize data as a resource. It uses ESPN as an example of a company that has built a strong brand and services by collecting various types of data and making some of it available through open APIs. The document suggests that companies should collect and share their own data to develop new services, gain customers and developers, and stay ahead of competitors. It also describes hackathons as opportunities for companies to access new talent and ideas by providing their data and APIs.

1. THE ARMS DATA RACE

2. IF YOU’R NOT COLLECTING IT TODAY,
YOU ARE BEHIND TOMORROW.
DATA IS A NATURAL RESOURCE
USE IT TO NOT BECOME A DINOSAUR

3. WHAT IS DATA, FOR YOU?
2 MINUTES WITH YOUR NEIGHBOR
flickr: balakov

4. BUILD NEW SERVICES
NIKE
DATA AS A NATURAL RESOURCE

6. NEIGHBOR, THEN GROUP
What would you need
for data to be prepared
in three years?
- Staying ahead?
- Trends?
- New services?

7. How would you get
this data?
NEIGHBOR, THEN GROUP
- Collect?
- Buy?
- BIG DATA?

8. How would you offer
this data to anyone
else?

10. IDENTITY WORKS
SPORT FAN TELEVISION ESPN CHANNEL
THE ESPN
BRAND AND
SERVICES

11. IDENTITY WORKS
SPORT FAN
THE ESPN
BRAND AND
SERVICESTELEVISION ESPN CHANNEL
COMPUTER ESPN.COM
MAGAZINE ESPN MAGAZINE

12. IDENTITY WORKS
THE ESPN
BRAND AND
SERVICES
SPORT FAN TELEVISION
ESPN CHANNEL
COMPUTER
ESPN.COM
MAGAZINE
ESPN MAGAZINE
OPEN DATA

13. IDENTITY WORKS
THE ESPN
BRAND AND
SERVICES
SPORT FAN TELEVISION
ESPN CHANNEL
COMPUTER
ESPN.COM
MAGAZINE
ESPN MAGAZINE
MOBILES
BILLBOARDS
OPEN DATA
CARS
REFRIGERATOR

14. IDENTITY WORKS
THE ESPN
BRAND AND
SERVICES
SPORT FAN TELEVISION
ESPN CHANNEL
COMPUTER
ESPN.COM
MAGAZINE
ESPN MAGAZINE
MOBILES
BILLBOARDS
OPEN DATA
“SWEDISH SPORT GUIDE”
“NHL INFOGRAPHICS”
“SPORT CHARTS”
IPAD SPORT PLANER
“TOP TWEETED SPORTS”
“THE SPORT CALENDAR”
“ESPN SPORT PLANER”
CARS
REFRIGERATOR

15. IDENTITY WORKS
THE ESPN
BRAND AND
SERVICES
SPORT FAN TELEVISION
ESPN CHANNEL
COMPUTER
ESPN.COM
MAGAZINE
ESPN MAGAZINE
OPEN DATA
“SWEDISH SPORT GUIDE”
“NHL INFOGRAPHICS”
“SPORT CHARTS”
IPAD SPORT PLANER
“TOP TWEETED SPORTS”
“THE SPORT CALENDAR”
“ESPN SPORT PLANER”
CONTROLLED DATA
BILLBOARDS
MOBILES
CARS
REFRIGERATOR

16. BY OFFERING THEIR DATA AS A SERVICE
90% OF $2B REVENUE

17. NETFLIX
AVAILABLE ON 800+ DIFFERENT DEVICES

18. IDENTITY WORKS
A PPLICATION P ROGRAMMING I NTERFACE
“ESPN JUST RELEASED AN API FOR THEIR SPORT EVENTS”

19. 0
1,250
2,500
3,750
5,000
2005 2006 2007 2008 2009 2010 2011
source: programmableweb.com
Number of available open API:s - per year
- each API provides a data-set or a performs a service -

20. What would happen if
you let this data
free(..ish)?

22. TRACKING TRENDS
VISITOR
DATA
MARKET
DATA
TWITTER
TRENDS
+ +
GOOGLE
ANALYTICS
SPYFU GNIP

26. SPYFU

28. GNIP

29. “Know What the Market is Thinking in Real Time”
Full historical data from Twitter (see trends develop)

31. bit.ly/dataRACE

33. IDENTITY WORKS
HACKATHON

34. IDENTITY WORKS
people +

35. IDENTITY WORKS
people +
limited time +

36. IDENTITY WORKS
people
set venue
+
limited time
+
+

37. IDENTITY WORKS
people
set venue
+
limited time
+
DATA/API
+

38. IDENTITY WORKS
HACKATHON GOALS:
Making New York a better place to live in
Re-invent New York City
Encourage collaborative problem-solving
and a more open government.

39. IDENTITY WORKS
HACKATHON GOALS:
MARKET THEMSELVES
FIND THE BEST ENTREPRENEURS TO HIRE

40. IDENTITY WORKS
HACKATHON GOALS:
Getting more developers to use their API
Deliver a new wave of innovative, powerful
apps to our customers

41. HACKATHON GOALS:
MAKE THE WORLD A BETTER PLACE

42. IDENTITY WORKS
YOUR TURN

43. 1. Chose a Dinosaur to be (brand)
2. Why is it a dinosaur brand?
3. How could this brand create new/added value for its
users, by either:
a) Building upon existing data sources
b) Opening up its own data sources
4. Prepare a 3 minute pitch of the new service or
offering.

45. SKYPE: BIVALD
TWITTER: NBIVALD
LINKED IN: NIKLAS BIVALD