Uniqueness of mobile - Nokia mLife

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  • 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
  • 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
  • Uniqueness of mobile - Nokia mLife

    1. 1. UnIqUeNeSs of mobile #mlife @tonyfish
    2. 2. Purpose
    3. 3. I am not going to tell
    4. 4. what you already know
    5. 5. I am going to challenge you to
    6. 6. rethink, as the assumptions you
    7. 7. make lead to missed
    8. 8. value and opportunity
    9. 9. Stand up
    10. 10. tonyfish www linkedin skype twitter facebook CEO and Founder tony.fish@amfventures.com
    11. 11. Down load this presentation from www.slideshare.net/tonyfish
    12. 12. Contact: Matt Nash matt@oosocial.com www.oosocial.com acquisition and retention in a social world
    13. 13. Contact: Charles Curry Charles.curry@chronostechnology.co.uk www.chronostechnology.co.uk synchronisation, time of day, location, positioning and navigation no sync = no network
    14. 14. Contact: Stephen King stephen@mob4hire.com www.mob4hire.com crowd source mobile apps testing
    15. 15. 3,500 entrepreneurs and digital professionals Register at www.mashupevent.com
    16. 16. Contact: Frank Masson Frank.masson@hartwoodservices.com www.hartwoodservices.com Communications & Infrastructure Managed Services We build networks
    17. 17. Contact: Dan Scarfe dan@dotnetsolutions.co.uk www.dotnetsolutions.co.uk Think Agile ! Software that gets you noticed
    18. 18. Contact: Marie Wold, President +44 207 902 8120 Marie.Wold@onrelay.com www.onrelay.com UMBX: A Cloud-based Software-only Mobile IP PBX • Software system developed for Operators to sell as SaaS • 10 times the functionality, 1/3 time to the market, at 20% of the cost of HW-based solutions • Live in 12 countries (Europe, APAC, Asia) • Supports Nokia Symbian, Blackberry and Microsoft Win. iPhone and Android are under development What is in it for you ? UMBX allows Operators to sell mobile phones for their corporate telephony needs, instead of Cisco, Avaya, Siemens, etc… Mobiles are vastly less expensive and much more energy efficient for corporate telephony needs.
    19. 19. Reassuringly Expensive Strategy Contact: Me !
    20. 20. Assumptions
    21. 21. 3 minutes
    22. 22. Do you believe, like me, that there
    23. 23. is now a trade for your privacy?
    24. 24. web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digitaldatatrade
    25. 25. Do you believe, like me, that the
    26. 26. role of a consumer has changed?
    27. 27. Actual User Data Actual User Data Actual User Data “The Business” The User Direct feedback In Direct feedback two sided digital business friends social norms
    28. 28. Do you believe, like me, that
    29. 29. Mobile is unique?
    30. 30. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createionx content where time intent direction who
    31. 31. Do you believe, like me, that
    32. 32. we don’t understand the
    33. 33. true value of ‘behavioural DNA’ data
    34. 34. and behavioural data makes
    35. 35. prediction ‘valuable’
    36. 36. I believed enough to write
    37. 37. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009
    38. 38. If you have the same beliefs
    39. 39. as me
    40. 40. this will not be another boring
    41. 41. presentation on value creation
    42. 42. If you don’t believe then
    43. 43. don’t clap at the end
    44. 44. focus on your blackberry
    45. 45. and we’ll all assume you should be
    46. 46. giving this presentation !
    47. 47. Longer version
    48. 48. Location User individuality Personalisation Device pocketability Small Screen Micro payments Battery Awareness Size Weight Icon/ Bling 3rd Party applications Usability Blogs Recommendation RSS SMSContent 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 useRemixability Services tags mtags metadata Voice to tag Voice Unified messagingSync Me, identity Mobile content I am a tag Multilingual Search
    49. 49. mobile content 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 I am a tag my identity multilingual mobile access multilingual mobile access digital convergence digital convergence mobile search mobile search AJAX/ widgets AJAX/ widgets Uniquely mobile LocationLocation
    50. 50. EnablersPlatformAccessDeviceUser 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 SportNews Point of entertainment Events Ecosystem in balance
    51. 51. 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 mobile content Consumption of digital media
    52. 52. In a digital world the role of
    53. 53. marketing is therefore to
    54. 54. light the 7th screen
    55. 55. 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’ Value between creation and consumption Content management DRM tools Ad engines UI, navigation Service, storage, backup
    56. 56. digital footprints – context Collection, store, analysis and value created from digital data from mobile, web and TV Proof of who I am – Driving licence – Bank details – Credit history – Social security – Certification Regulated and institution controlled identity privacy black hole of debate digital footprint Control/ setting Emotional Preference Status Regulation Law public/ private
    57. 57. many contentious issues with the
    58. 58. idea of a digital you
    59. 59. Private Public
    60. 60. myhealth familystuff private thoughts passport cashin account login&ID pinnumbers whoowns yourcar whereIwork my certificates facebook status phonenumber blogpage location bankaccount number politicalviews carplate 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
    61. 61. myhealth familystuff privatethoughts passport cashinaccount login&ID pinnumbers whoownsyourcar whereIwork my certificates facebookstatus phonenumber blogpage location bankaccountnumber politicalviews carplatenumber one few many public know trust
    62. 62. date of birth – public or private
    63. 63. Look to History and we find Aristotle
    64. 64. “golden mean”
    65. 65. evil good evil Not enough inadequate Too Much excess
    66. 66. recklessness courage cowardice DeficientExcess virtue
    67. 67. Public Private Public broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless
    68. 68. we need “new social rules”
    69. 69. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009
    70. 70. digital identity physical identitybonds bridges relationships reputation identity is split, but connected privacyrisktrust
    71. 71. Definitions of digital footprint
    72. 72. Definitions of digital footprint Education Design Data you leave Holy Kaw
    73. 73. Why is mobile
    74. 74. a game changer?
    75. 75. you can do ‘stuff’ that you cannot
    76. 76. do on the web and via broadcast
    77. 77. mashup create consume create create consume consume MMD WMDBMD mashup value from mobile, web and broadcast
    78. 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. 79. the implication is that
    80. 80. in simple terms the model becomes
    81. 81. in simple terms store click data content my data analysis value social data collection
    82. 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. 83. If we now add in where the user is
    84. 84. we see the user appears twice
    85. 85. as a provider and as a consumer
    86. 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. 87. Feedback is critical as it delivers
    88. 88. refinement, accuracy, context,
    89. 89. colour & flavour
    90. 90. adding where the business
    91. 91. should be situated
    92. 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. 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 digitaldatatrade
    94. 94. Where does this trade take place
    95. 95. The 6 screens of life
    96. 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. 97. However, now thinking
    98. 98. Mobile, TV and PC are dead words
    99. 99. There will be only screens
    100. 100. and the game is
    101. 101. getting it lit
    102. 102. Tony this is all b******t
    103. 103. However, two observations
    104. 104. However - usage and habits
    105. 105. However - usage and habits
    106. 106. UnIqUeNeSs of mobile
    107. 107. Where is the value? on this screen in this earpiece consume createionx content where time intent direction who
    108. 108. What does all this mean?
    109. 109. There is no such thing as
    110. 110. The mobile Internet
    111. 111. The TV Internet
    112. 112. However, if 2.0 thinking is valid
    113. 113. Certain players are weak
    114. 114. as they cannot get critical “data”
    115. 115. 2.0 company’s are strong
    116. 116. as able to get ‘valuable’ data
    117. 117. because
    118. 118. the Internet is shifting
    119. 119. from a (Google) Ad centric world
    120. 120. to a (Facebook) relationship world
    121. 121. Therefore, is no such thing as
    122. 122. digital strategy…
    123. 123. mobile strategy…
    124. 124. social strategy…
    125. 125. There is only strategy
    126. 126. and really expensive strategy
    127. 127. Today you need to believe that
    128. 128. digital data = survival & growth
    129. 129. Digital allows you to find influence
    130. 130. and the influencer
    131. 131. and creating this world requires
    132. 132. a virtuous circle collectionstore analysis value TRUST RISK PRIVACY
    133. 133. 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 build or erode privacy capital
    134. 134. 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 build or erode risk capital
    135. 135. 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 build or erode trust capital
    136. 136. TRUST RISK IDENTITY bonded but not related PRIVACY SECURITY IncreasingclosedIncreasingopen High Control High Value Justification of benefits Justification of barriers
    137. 137. Key question?
    138. 138. Who owns the digital you?
    139. 139. I own my Data I Give up my Data 1 Pay for enhancement to service (subscription or one off) 2 Trade data for enhancement directly with service provider 3 Trade data for enhancement via a third party (indirect) such as an aggregation party 4 Pay for services directly (subscription or one off) 5 Trade data for service directly with service provider 6 Trade data for services via a third party (indirect) such as an aggregation party 7 Pay to protect your identity 8 Enable 3rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue Model Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue
    140. 140. Question for you?
    141. 141. Are you brave enough to stand alone?
    142. 142. I can deal with silence - only clap if clap
    143. 143. Your 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
    144. 144. take away’s
    145. 145. While you think about your response
    146. 146. Don’t assume
    147. 147. Trust could be the problem
    148. 148. Do you know the influencer
    149. 149. Market is completely open
    150. 150. Strategy is complex and expensive
    151. 151. 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, privacy is a setting, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen and customer metadata is king.
    152. 152. Thank you tony.fish@amfventures.com

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