Uniqueness of mobile - Nokia mLife
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- Mobile is a unique platform that allows users to both consume and create content anywhere at any time based on their location, intent, and context. This shifts the value from content consumption to harnessing collective intelligence and capturing user-generated content. - A new digital business model is emerging where user data is a commodity that is collected, stored, analyzed, and used to create value. However, this raises issues around privacy, risk, trust, and who owns the digital identity and data of the user. - Strategies need to focus on building these new concepts of privacy capital, risk capital, and trust capital in order to encourage users to engage more and receive better personalized services. The value will be retained by those
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Uniqueness of mobile - Nokia mLife
- 2. Purpose
- 4. I am not going to tell
- 5. what you already know
- 6. I am going to challenge you to
- 7. rethink, as the assumptions you
- 8. make lead to missed
- 10. Stand up
- 12. tonyfish www linkedin skype twitter facebook CEO and Founder tony.fish@amfventures.com
- 13. Down load this presentation from www.slideshare.net/tonyfish
- 14. Contact: Matt Nash matt@oosocial.com www.oosocial.com acquisition and retention in a social world
- 15. Contact: Charles Curry Charles.curry@chronostechnology.co.uk www.chronostechnology.co.uk synchronisation, time of day, location, positioning and navigation no sync = no network
- 16. Contact: Stephen King stephen@mob4hire.com www.mob4hire.com crowd source mobile apps testing
- 17. 3,500 entrepreneurs and digital professionals Register at www.mashupevent.com
- 18. Contact: Frank Masson Frank.masson@hartwoodservices.com www.hartwoodservices.com Communications & Infrastructure Managed Services We build networks
- 19. Contact: Dan Scarfe dan@dotnetsolutions.co.uk www.dotnetsolutions.co.uk Think Agile ! Software that gets you noticed
- 20. 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.
- 22. Assumptions
- 24. 3 minutes
- 25. Do you believe, like me, that there
- 26. is now a trade for your privacy?
- 27. 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
- 28. Do you believe, like me, that the
- 29. role of a consumer has changed?
- 30. 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
- 31. Do you believe, like me, that
- 33. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createionx content where time intent direction who
- 34. Do you believe, like me, that
- 35. we don’t understand the
- 36. true value of ‘behavioural DNA’ data
- 37. and behavioural data makes
- 39. I believed enough to write
- 40. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009
- 41. If you have the same beliefs
- 42. as me
- 43. this will not be another boring
- 44. presentation on value creation
- 45. If you don’t believe then
- 46. don’t clap at the end
- 47. focus on your blackberry
- 48. and we’ll all assume you should be
- 49. giving this presentation !
- 50. Longer version
- 51. 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
- 52. 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
- 53. 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
- 54. 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
- 55. In a digital world the role of
- 56. marketing is therefore to
- 57. light the 7th screen
- 58. 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
- 59. 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
- 60. many contentious issues with the
- 61. idea of a digital you
- 62. Private Public
- 63. 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
- 65. date of birth – public or private
- 66. Look to History and we find Aristotle
- 67. “golden mean”
- 68. evil good evil Not enough inadequate Too Much excess
- 70. Public Private Public broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless
- 71. we need “new social rules”
- 72. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009
- 73. digital identity physical identitybonds bridges relationships reputation identity is split, but connected privacyrisktrust
- 74. Definitions of digital footprint
- 75. Definitions of digital footprint Education Design Data you leave Holy Kaw
- 77. Why is mobile
- 78. a game changer?
- 79. you can do ‘stuff’ that you cannot
- 80. do on the web and via broadcast
- 81. mashup create consume create create consume consume MMD WMDBMD mashup value from mobile, web and broadcast
- 82. 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
- 83. the implication is that
- 84. in simple terms the model becomes
- 85. in simple terms store click data content my data analysis value social data collection
- 86. 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
- 87. If we now add in where the user is
- 88. we see the user appears twice
- 89. as a provider and as a consumer
- 90. 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
- 91. Feedback is critical as it delivers
- 93. colour & flavour
- 94. adding where the business
- 96. 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
- 97. 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
- 98. Where does this trade take place
- 99. The 6 screens of life
- 100. 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
- 102. Mobile, TV and PC are dead words
- 103. There will be only screens
- 104. and the game is
- 105. getting it lit
- 106. Tony this is all b******t
- 109. However - usage and habits
- 110. However - usage and habits
- 111. UnIqUeNeSs of mobile
- 112. Where is the value? on this screen in this earpiece consume createionx content where time intent direction who
- 113. What does all this mean?
- 114. There is no such thing as
- 115. The mobile Internet
- 116. The TV Internet
- 117. However, if 2.0 thinking is valid
- 118. Certain players are weak
- 119. as they cannot get critical “data”
- 120. 2.0 company’s are strong
- 121. as able to get ‘valuable’ data
- 122. because
- 123. the Internet is shifting
- 124. from a (Google) Ad centric world
- 125. to a (Facebook) relationship world
- 126. Therefore, is no such thing as
- 127. digital strategy…
- 128. mobile strategy…
- 129. social strategy…
- 130. There is only strategy
- 131. and really expensive strategy
- 132. Today you need to believe that
- 133. digital data = survival & growth
- 134. Digital allows you to find influence
- 135. and the influencer
- 136. and creating this world requires
- 137. a virtuous circle collectionstore analysis value TRUST RISK PRIVACY
- 138. 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
- 139. 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
- 140. 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
- 141. TRUST RISK IDENTITY bonded but not related PRIVACY SECURITY IncreasingclosedIncreasingopen High Control High Value Justification of benefits Justification of barriers
- 142. Key question?
- 143. Who owns the digital you?
- 144. 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
- 145. Question for you?
- 146. Are you brave enough to stand alone?
- 147. I can deal with silence - only clap if clap
- 148. 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
- 149. take away’s
- 150. While you think about your response
- 151. Don’t assume
- 152. Trust could be the problem
- 153. Do you know the influencer
- 154. Market is completely open
- 155. Strategy is complex and expensive
- 156. 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.
Editor's Notes
- 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