Mobile, Mobile, Data

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

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  • Field service engineering on a mobile device is about collection not about input At this point you should be screaming PRIVACY, SECURITY, How this takes us to issues of privacy and trust. Lets come back to speak about the rainbow of trust. But lets look at the enterprise 2.0
  • 7 principals of change Mobile content – capturing content at the point of inspiration, the create consume balance I am a Tag – not a number, change of my identity, who am I in a digital world Multilingual access – the global village Digital convergance and mash-ups’ Ajax – user experience to dir for Search Location – attention,
  • Fundamental to all this change is how we as users are consuming on the 6 screens of life. The world of content started on a stage, but the first screen is cinema, push baby push. This is a shared/public screen. Followed by the TV, shared but private. The came the personal screen, here change occurs. The primary function is no longer video image entertainment, it takes on a wider remit. The PC, the sit forward, generator of content, consumer of data – a new balance. The car – small personal TV, but with some personal features, but not limited by power/ processor power. The mobile – carried, personal, private, create/ consume in perfect balance, Text, voice…. The ipod, information and navigation The method and mechanism by which we interact with our screen of life is changing. However he underlying content and delivery is also changing – the change from web 1.0 to web 2.0
  • Summary of this part, when thinking about mobile, think what can I do on with the mobile platform that I cannot do with an alternative platform
  • Field service engineering on a mobile device is about collection not about input At this point you should be screaming PRIVACY, SECURITY, How this takes us to issues of privacy and trust. Lets come back to speak about the rainbow of trust. But lets look at the enterprise 2.0
  • Summary of this part, when thinking about mobile, think what can I do on with the mobile platform that I cannot do with an alternative platform
  • Field service engineering on a mobile device is about collection not about input At this point you should be screaming PRIVACY, SECURITY, How this takes us to issues of privacy and trust. Lets come back to speak about the rainbow of trust. But lets look at the enterprise 2.0
  • Service differentiation based on trust Let me start with a consumer walking into carphone warehouse. The person say’s – hello Mr sales man, I am a blue person. What the sales understanding from this is that this person wants an unfettered device, it has not constraints and they will sort out all the IT problems themselves, if they down load something, they will sort it. Mr Red, he only wants to do online and mobile banking Mr purple wants the walled garden Mr beige wants voice and text There customer are differentiated based on their trust in both the device, the SP and their provider of the service. It terms of enterprise customers, they will vary by their attitude to risk. The analysis needed is not but product but by profit and profile to risk. Do you want risk adverse or balanced risk, I don’t know as I don’t know the profit by type.
  • Mobile, Mobile, Data

    1. 1. Tony Fish Verge June 2010 http://verge.ogilvy.pt/
    2. 2. One thing the internet has given us
    3. 3. is the understanding that we disagree about everything!
    4. 4. Watch out there is a heretic in the room
    5. 5. Purpose
    6. 7. I am not going to tell
    7. 8. what you already know.
    8. 9. I am going to challenge you to
    9. 10. rethink, as the assumptions you
    10. 11. make lead to missed
    11. 12. value and opportunity
    12. 13. Stand up
    13. 14. I wanted to know who I am talking to
    14. 15. young, fresh, and available minds
    15. 16. or old, dull, grey and dutiful
    16. 17. tonyfish www linkedin skype twitter facebook CEO and Founder [email_address]
    17. 18. Assumptions
    18. 19. 3 minutes
    19. 20. Do you believe, like me, that there
    20. 21. is now a trade for your privacy?
    21. 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
    22. 23. Do you believe, like me, that the
    23. 24. role of a consumer has changed?
    24. 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
    25. 26. Do you believe, like me, that
    26. 27. Mobile is unique?
    27. 28. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createion x content where time intent direction who
    28. 29. Do you believe, like me, that
    29. 30. we don’t understand the
    30. 31. true value of ‘behavioural DNA’ data
    31. 32. and behavioural data makes
    32. 33. prediction ‘valuable’
    33. 34. I believed enough to write
    34. 35. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009
    35. 36. If you have the same beliefs
    36. 37. as me
    37. 38. this will not be another boring
    38. 39. presentation on value creation
    39. 40. If you don’t believe then
    40. 41. don’t clap at the end
    41. 42. focus on your blackberry
    42. 43. and we’ll all assume you should be
    43. 44. giving this presentation - looser
    44. 45. Longer version
    45. 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
    46. 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
    47. 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
    48. 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
    49. 50. In a digital world the role of
    50. 51. marketing is therefore to
    51. 52. light the 7th screen
    52. 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
    53. 54. digital footprints – context <ul><li>Collection, store, analysis and value created from digital data from mobile, web and TV </li></ul><ul><li>Proof of who I am </li></ul><ul><ul><li>Driving licence </li></ul></ul><ul><ul><li>Bank details </li></ul></ul><ul><ul><li>Credit history </li></ul></ul><ul><ul><li>Social security </li></ul></ul><ul><ul><li>Certification </li></ul></ul><ul><li>Regulated and institution controlled </li></ul>identity privacy black hole of debate digital footprint Control/ setting Emotional Preference Status Regulation Law public/ private
    54. 55. many contentious issues with the
    55. 56. idea of a digital you
    56. 57. Private Public
    57. 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
    58. 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
    59. 60. date of birth – public or private
    60. 61. Look to History and we find Aristotle
    61. 62. “ golden mean”
    62. 63. evil good evil Not enough inadequate Too Much excess
    63. 64. recklessness courage cowardice Deficient Excess virtue
    64. 65. Public Private Public broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless
    65. 66. do we need
    66. 67. i-Public & b-Public?
    67. 68. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009
    68. 69. identity is split, but connected digital identity physical identity bonds bridges relationships reputation privacy risk trust
    69. 70. Definitions of digital footprint
    70. 71. Definitions of digital footprint Education Design Data you leave All data
    71. 73. Why is mobile
    72. 74. a game changer?
    73. 75. you can do ‘stuff’ that you cannot
    74. 76. do on the web and via broadcast
    75. 77. mashup value from mobile, web and broadcast mashup create consume create create consume consume broadcast MMD WMD BMD mobile web
    76. 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
    77. 79. the implication is that
    78. 80. in simple terms the model becomes
    79. 81. in simple terms store click data content my data analysis value social data collection
    80. 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
    81. 83. If we now add in where the user is
    82. 84. we see the user appears twice
    83. 85. as a provider and as a consumer
    84. 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
    85. 87. Feedback is critical as it delivers
    86. 88. refinement, accuracy, context,
    87. 89. colour & flavour
    88. 90. adding where the business
    89. 91. should be situated
    90. 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
    91. 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
    92. 94. Where does this trade take place
    93. 95. The 6 screens of life
    94. 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
    95. 97. However, when we consider the “types” of data
    96. 98. at the point of need, inspiration and entertainment
    97. 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
    98. 100. The important issue is not the type
    99. 101. but how quickly you can replicate
    100. 102. the data
    101. 103. As if I can replicate quickly
    102. 104. I have no need to be loyal
    103. 105. Is loyalty important?
    104. 106. Supermarket Vs Supermarket
    105. 107. The point is influence
    106. 108. do you or are you?
    107. 109. understanding the analysis issue original data build algorithm behavioural model current individual data all new user data improve algorithm algorithm your data trigger or threshold Alert/ Action credit card <ul><li>single usefulness </li></ul><ul><li>norms provide good prediction </li></ul><ul><li>socially acceptable </li></ul><ul><li>single data set </li></ul>existing data existing analysis recommendation <ul><li>multi user input data </li></ul><ul><li>multiple output </li></ul><ul><li>influence rather than outcome </li></ul>new data (user) new data (social) intent reputation discovery protection personalisation trade/ barter context CHAOS (develop linkage)
    108. 110. Everyone has data
    109. 111. But not all data is created equal
    110. 113. Take away
    111. 114. “ customer information is value..
    112. 115. if you can do something with it!”
    113. 116. Or you can move a cost centre
    114. 117. Call centre, FAQ, reviews
    115. 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
    116. 119. U n Iq U e N eS s of mobile
    117. 120. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createion x content where time intent direction who
    118. 121. U n Iq U e N eS s of mobile
    119. 122. Where is the value? on this screen in this earpiece consume createion x content where time intent direction who
    120. 123. peer review “daughter”
    121. 124. Do you believe me?
    122. 125. Over 25?
    123. 126. LAME
    124. 127. What does all this mean?
    125. 128. If 2.0 thinking is valid
    126. 129. Certain players are weak
    127. 130. As they cannot get critical “data”
    128. 131. 2.0 company’s are strong
    129. 132. As able to get ‘loyalty’ data
    130. 133. Response to Diego Oliva (this AM)
    131. 134. Facebook “Like” you, love your data
    132. 135. Shift from Google Ad centric world
    133. 136. to a Facebook relationship world
    134. 137. Social changes ‘nothing’
    135. 138. it’s all about data
    136. 139. Switch off day - alternatives
    137. 140. Digital allows you to find influence
    138. 141. Operator case study
    139. 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
    140. 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
    141. 145. Changing the brand value is hard
    142. 146. Changing the model is harder
    143. 147. Delivering value from data is hardest
    144. 148. Who owns the data?
    145. 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
    146. 150. and creating this world requires
    147. 151. a virtuous circle collection store analysis value TRUST RISK PRIVACY
    148. 152. bonded but not related TRUST RISK PRIVACY
    149. 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
    150. 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
    151. 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
    152. 156. bonded but not related TRUST RISK IDENTITY PRIVACY SECURITY Increasing closed Increasing open High Control High Value Justification of benefits Justification of barriers
    153. 157. ‘ Rainbow of Trust’
    154. 158. rainbow of trust Based on a complementary market segmentation open simple structured cautious dangerous <ul><li>un-tethered </li></ul><ul><li>fashion </li></ul><ul><li>no help </li></ul><ul><li>discovery </li></ul><ul><li>push boundaries </li></ul><ul><li>social lead </li></ul><ul><li>banking </li></ul><ul><li>know limits </li></ul><ul><li>will explore </li></ul><ul><li>follow </li></ul><ul><li>will expand </li></ul><ul><li>likes portal </li></ul><ul><li>mass market </li></ul><ul><li>must work </li></ul><ul><li>simple </li></ul><ul><li>marketing works </li></ul><ul><li>selective </li></ul><ul><li>privacy protected </li></ul><ul><li>many persona </li></ul><ul><li>thoughtful </li></ul><ul><li>advised </li></ul><ul><li>give up data without thought </li></ul><ul><li>passive </li></ul><ul><li>click on anything </li></ul><ul><li>no firewall </li></ul><ul><li>loss of ID </li></ul><ul><li>follow and lead </li></ul><ul><li>early and late </li></ul><ul><li>social leads </li></ul>my-way one-way accept authority untrusting and wise untrusting and stupid
    155. 159. www.slideshare.net/tonyfish
    156. 160. Question for you?
    157. 161. Are you brave enough to stand alone?
    158. 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
    159. 163. take away’s
    160. 164. While you think about your response
    161. 165. Don’t assume
    162. 166. Trust could be the problem
    163. 167. Do you know the influencer
    164. 168. Market is completely open
    165. 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.
    166. 170. value for sales pitch
    167. 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

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