Mobile World Congress – Feb 2009, Barcelona Mobile Web 2.0 and the uniqueness of mobile
tonyfish   www linkedin skype twitter facebook
Actual  User  Data Actual User  Data “ The  Business”  The User Direct feedback In Direct feedback UnIqUeNeSs
Observations  <ul><li>Let’s be clear, everyone want to be able to gain knowledge about you as a consumer and milk the trad...
Yes …. because
mobile can do ‘stuff’ that you cannot
do on the web and via broadcast
Value from mobile, broadcast and web Broadcast WEB MOBILE Attention Browse Search Click Create Consumer Location Attention...
the implication is that
in simple terms the model becomes
Store Analysis Value Collection
click data content my data social data Collection Value Store Analysis digital footprint behavioural DNA service improveme...
If we now add in where the user is
we see the user appears twice
as a provider and as a consumer
Actual  User  Data Actual  User  Data Actual  User  Data The User Direct feedback In Direct feedback collection store anal...
adding where the business should be situated
we get a two sided model with
the user on both sides !
Actual  User  Data Actual  User  Data Actual  User  Data “ The  Business”  The User Direct feedback In Direct feedback col...
never  has it been more important than being
close to your customer
assuming you have a customer!
open is not the debate
who owns the data is the issue
U n Iq U e N eS s of mobile
More ‘OFF’ Less ‘ON’
Let’s put this in a matrix
physical  passive consumption instruction screen social  analysis sensory.net key stroke click  touch boring exciting
example of why exciting…
store moveable adverse  behaviour Click content my normal  behaviour graceful  opening  location route time routine restri...
‘ Rainbow of Trust’
Rainbow of Trust  Based on alternative market segmentation open simple structured cautious dangerous <ul><li>un-tethered <...
Access is a commodity and ownership is unimportant. Value will be retained by those who get the deep and dirty in the mana...
Tony Fish + 44 7808 142121
Our deliverables assist you in the move from separation, isolation and solitude to relationship, engagement and conversati...
AMF Ventures helps organise a range of public forums which enable professionals to learn through engagement and contributi...
With few exceptions, exit planning is perhaps the most difficult period for any CEO. Research shows that many owner manage...
Debating about technologies and standards with AMF ventures experts, is a practical means of helping to determine the risk...
Diligence requires a deep understanding of the business and the role the business fulfils in the value chain.  AMF Venture...
context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof reco...
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MWC Mobile Web 2

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the two sided business model based on the consumer being on both sides

Barcelona Feb 2009
Mobile World Congress

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  • MWC Mobile Web 2

    1. 1. Mobile World Congress – Feb 2009, Barcelona Mobile Web 2.0 and the uniqueness of mobile
    2. 2. tonyfish www linkedin skype twitter facebook
    3. 3. Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback UnIqUeNeSs
    4. 4. Observations <ul><li>Let’s be clear, everyone want to be able to gain knowledge about you as a consumer and milk the trade or barter. </li></ul><ul><li>What is the relationship between Facebook and a broadband pipe </li></ul><ul><li>Is there a relationship between Mac OS and MySpace </li></ul><ul><li>Does an ISP collect data about a users search or Google </li></ul><ul><li>The broadband model is simple, pay …computer/ access </li></ul><ul><li>Applications, content and services are a mix of free and paid for </li></ul><ul><li>Is there any reason why mobile should be different </li></ul>
    5. 5. Yes …. because
    6. 6. mobile can do ‘stuff’ that you cannot
    7. 7. do on the web and via broadcast
    8. 8. Value from mobile, broadcast and web Broadcast WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume View Preference Time Presence
    9. 9. the implication is that
    10. 10. in simple terms the model becomes
    11. 11. Store Analysis Value Collection
    12. 12. click data content my data social data Collection Value Store Analysis digital footprint behavioural DNA service improvement (existing) web TV mobile m2m service discovery new web TV mobile m2m trade or barter
    13. 13. If we now add in where the user is
    14. 14. we see the user appears twice
    15. 15. as a provider and as a consumer
    16. 16. Actual User Data Actual User Data Actual User Data The User Direct feedback In Direct feedback collection store analysis value the provider the consumer
    17. 17. adding where the business should be situated
    18. 18. we get a two sided model with
    19. 19. the user on both sides !
    20. 20. 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
    21. 21. never has it been more important than being
    22. 22. close to your customer
    23. 23. assuming you have a customer!
    24. 24. open is not the debate
    25. 25. who owns the data is the issue
    26. 26. U n Iq U e N eS s of mobile
    27. 27. More ‘OFF’ Less ‘ON’
    28. 28. Let’s put this in a matrix
    29. 29. physical passive consumption instruction screen social analysis sensory.net key stroke click touch boring exciting
    30. 30. example of why exciting…
    31. 31. store moveable 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
    32. 32. ‘ Rainbow of Trust’
    33. 33. Rainbow of Trust Based on alternative 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
    34. 34. Access is a commodity and ownership is unimportant. Value will be retained by those who get the deep and dirty in the management of complexity for getting data in, stored and out. In the New Kingdom, Loyalty is Dead, Trust is the Challenger, the Princes’ are Editors, the Princesses are Simplicity, Attention is Queen and Metadata is King.
    35. 35. Tony Fish + 44 7808 142121
    36. 36. Our deliverables assist you in the move from separation, isolation and solitude to relationship, engagement and conversation. Tony Fish CEO AMF Ventures constraints of 1.0 but be ready to exploit the converged which helps company's currently operate within the AMF Ventures provides investment and consulting services [email_address] + 44 (0) 7808 142121 www.amfventures.com 2.0 opportunity!
    37. 37. AMF Ventures helps organise a range of public forums which enable professionals to learn through engagement and contribution. At AMF Ventures, we believe that engaging with the widest range of Digital People is essential in the setting and refinement of strategy in an uncertain world. Adding value to a strategy away day or internal conferences is a key part of our knowledge product. Our team enjoys presenting, chairing and leading debate. AMF Ventures will make available a wide range of experts from our database of professionals Public Forum Seminars & Debate AMF Ventures arranges private events which bring together experts and executives to discuss and debate; over breakfast or dinner. These sessions provide senior management the opportunity to grow personal networks and become increasingly connected to those introducing change and new ideas. Executive who value opinion, which is not influenced by internal bias, appreciate our regular ‘one–on-one’ and team executive briefings. These focussed power sessions are a powerful aid to staying ahead for decision makers. Connecting Executive Briefings AMF Ventures provides bite size knowledge on the developments and implications of operating in a converged 2.0 world, to companies who are already, or discovering how to, derive value from next generation networks and devices. Our Products Knowledge
    38. 38. With few exceptions, exit planning is perhaps the most difficult period for any CEO. Research shows that many owner managers fail to successfully achieve the transition - and do not receive their expected value. AMF Ventures understands the boundaries and expectations and is able to advise and implement an exit. AMF Venture has wide experience in the sourcing of key partners to support the strategic intent. We understand how to establish a workable framework, negotiate terms, repair and rebuild broken agreements and focus on partner diligence to ensure there is a matching of culture and delivery capability. Exit planning Partnerships Positioning in a dynamic market is complex. AMF Ventures is able to bring tools and experience that will aid your strategy team understand markets and players inside and outside of your core envelope, to help identify and bound likely impacts and deliver scenario plans for risk management. Classic consulting and advisory support; we engage with your enterprise to create wealth from idea conception to exit. Our experts will work along side you and within your framework to deliver a strategy that creates shareholder value. Competitive landscape Business strategy AMF Ventures has a proven and stable team of experts available for one day, or to work until an exit is achieved. Our core team is supported by a wide and strong network of partners and independent associates. Our Products Strategy
    39. 39. Debating about technologies and standards with AMF ventures experts, is a practical means of helping to determine the risks and benefits associated with technology choice. AMF Ventures has helped debate the benefits of platforms and API’s with operators, software with system designers, handset OS with manufactures and SDK’s with developers. Technology decisions Turning initial traction into sustainable market momentum requires a balance between tactical and strategic activities. Sales teams that focus only on short-term, tactical revenue opportunities do not lay the sales foundation for longer-term program. Conversely, teams that focus on strategic programs at the expense of tactical revenue fail to deliver sufficient results soon enough to justify further investment. AMF Ventures can help find the right balance between short-term tactical needs and the longer-term strategic requirements by delivering sales opportunities and sales management. AMF Ventures can provide a team who will provide hands on delivery, tactical assistance, project management or planning support. We are able to leverage our interim management team and professional associate network to deliver skilled individuals by the day or unit of time that suits your budget and time frame. Tactical revenue Build Our team can help you address strategic and tactical implementation projects. AMF Ventures is based in London, with partner companies in Germany, France, Spain, Italy, Holland and the US. Our Products Implementation
    40. 40. Diligence requires a deep understanding of the business and the role the business fulfils in the value chain. AMF Ventures is able to act for an investor seeking to place capital, for a purchaser looking to acquire assets or a going concern, and a seller who wishes to dispose of a business or profit and loss account. Diligence The impact of the decisions made from a financial model is immense. Potential investors, founders and management all see the model from different perspectives and with different motivations. AMF Ventures is able to build or vet a detailed financial model, challenge or confirm the assumptions and provide a judgement about the strength of the approach and scenario sensitivity. AMF Ventures can provide outsider independence and help develop an investment model take also provides realist budgeting and a monthly management reporting tool. AMF Ventures is able to provide opinion on the different types and sources of funding and the implication of different classes of equity and debt. We are able to advice on the terms in a shareholders agreement to penal interest rate short term loans. Financial modelling Structure If the team is critical and funding is essential then getting the right structure is crucial. Managing the expectations is the indispensable role AMF Ventures brings to the funding and structuring process. Our Products Funding
    41. 41. context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof recognition/ desire/ peer pressure/ community attention location time search content create Identity access content consume purchase banking discovery reputation corporate Digital Footprint individual community inputs outputs who benefits motivation database Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity advertising protection

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