future of mobile workshop
DESCRIPTION
Future of mobile workshop - to open discussion and debateTRANSCRIPT
Tony Fish CEO [email protected] Page 1
Future of Mobile - WorkshopWhere are the business models – Nov 2009
Tony Fish [email protected] +44 7808 142121
Tony Fish CEO [email protected] Page 2
AMF Ventures provides professionalconsulting services that will enable your enterprise to build returns within
the constraints of 1.0 and be ready to exploit opportunities created by 2.0 thinking and beyond….
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Agenda – CBA
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www.mashupevent.com
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access create
consume mashup!mobile internet
mobile2 mobile web 2.0
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Where mobile web thinking was 2006
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mobile content
mobile content
Harnessing Collective
Intelligence
Capturing Content at the
Point of inspiration
Extending the web
Mobile web 2.0
I am a tagmy identity
I am a tagmy identity
multilingualmobile access
multilingualmobile access
digital convergence
digital convergence
mobilesearch
mobilesearch
AJAX/widgets
AJAX/widgets
Uniquely mobile
LocationLocation
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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
friendsholiday
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
PersonalTagging
Professionalcapture
concert
music
colleaguesgathering
Personalcreation
Personalcapture
SportNews
Point of entertainment
Events
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before we do where thinking is up to…
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let’s do what “mobile web 2.0” is not….
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technology
company
service
owned
android
mobile OS
framework
platform
mobile broadband
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by the way
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I don’t care if you call mobile web 2.0
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Mobile 2
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Mobile 2.0
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Next gen mobile
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MW2
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or any other flavour
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what I do care about, is
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that you engage in thinking and debate
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so Mobile Web 2.0 is….
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all about
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UnIqUeNeSs
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The correct question is ..
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What can you do on a mobile, that
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you cannot do on any other platform ?
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other platforms are…
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WEB (internet, access, IP)
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Broadcast (TV, radio)
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Mobile (wi’x)
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here is the story
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UnIqUeNeSs
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TV
WEBMOBILE Location
AttentionBrowseSearchTimeWhoClickCreateConsumePatterns
AttentionBrowseSearch
TimeClick
CreateConsumePatterns
AttentionTime
ConsumePatterns
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In simple terms
Data from
platforms
click data
content
my data
Data analysis
Value
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If you own the data and the analysis
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you own the value
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to own the data, you need to have
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control the platforms and you
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need the cloud with a client
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Why is Google doing what it is doing?
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In typical terms
Store
click data
content
my data
Analysis Value
ownership and
movable
algorithm =
differentiation
rights and cash
digitalfootprint
Behavioural DNA
feedback
(sensory.net)
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digital footprint and behavioural DNA
digital footprint
Click
content
my
behavioural DNA
INPUT
ANALYSIS
OUTPUT
service improvement(existing)
web TV mobile m2m
service discovery(new)
web TV mobile m2m
trade or barter
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Example – mobile security
store
moveable
digital footprint
behavioural DNA
adverse behaviour
Click
content my
normal behaviour
graceful opening
location route timeroutine
restrictions
unique override
closing time
Take raw data to new provider
confidence
assurance
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Source AMF Ventures www.amfventures.com
Doing traditional stuff, search, buy, find, map etc
Automated data pick upIn complex terms
10% 20% 30% 40% 50% 60% 70% 80% 90%
measure of time
TV
.. in front of the PC
…spent with a mobile in your pocket
from mobile internet
from watching TV
from engaging with a PC/Web
generated from a mobile device
typical day 10% 20% 30% 40% 50% 60% 70% 80% 90%0%
0% 100%
100%
value generated from data analysis
measure of value
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so what data do “they” want?
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contextpersonalis-
ation
recommend-ation
requirement/ enforcement/policy
security trust loginauthentication
proof
recognition/ desire/ peer pressure/ community
attention location time searchcontentcreate
Identity
access
contentconsume
purchase
banking discoveryreputation
corporate
Digital Footprint
individual community
inputs
outputs
who benefits
motivation
database
Clo
sed
loop
of
feed
back
and
im
pro
vem
ent
trade or barter
billing
accuracy colour
intent
activity
advertisingprotection
In detail
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Different direction – ecosystem discussion
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So why is the web working and mobile not?
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Some are part of open eco-systems
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Some are part of closed ecosystems
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and some are not sure!
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device
tethered
generic
network
platformapplications & content
closedopen
proprietary
All IP network
deliver capture
closed ecosystem
open ecosystem
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device
tethered
generic
network
platformapplications & content
closedopen
proprietary
All IP network
deliver capture
closed ecosystem
open ecosystem
Mob
ile to
day
!
WEB t
oday
!
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so what?
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who does it effect and how…
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2.0 thinking does effect everyone here and …
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and every aspect of your business
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developer & design
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application interface and structure
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service
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delivery
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trust
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brand
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position
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strategy
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regulation and policy
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because…
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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.
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Where are the business models
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contextpersonalis-
ation
recommend-ation
requirement/ enforcement/policy
security trust loginauthentication
proof
recognition/ desire/ peer pressure/ community
attention location time searchcontentcreate
Identity
access
contentconsume
purchase
banking discoveryreputation
corporate
Digital Footprint
individual community
inputs
outputs
who benefits
motivation
database
Clo
sed
loop
of
feed
back
and
im
pro
vem
ent
trade or barter
billing
accuracy colour
intent
activity
advertisingprotection
In detail
Tony Fish CEO [email protected] Page 74
Potential Business models
digital footprint
Click
content
my
behavioural DNA
INPUT
ANALYSIS
OUTPUT
service improvement(existing)
web TV mobile m2m
service discovery(new)
web TV mobile m2m
trade or barter
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Part 2 – thinking about the same problem
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There is an important question?
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How will the “purchase decision change”
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As you are not buying anything that you
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You currently sell/ buy
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‘Rainbow of Trust’
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untrusting and stupid
untrusting and wise accept authority one-way my-way
dangerous cautious structured simple open
• give up data without thought• passive• click on anything• no firewall• loss of ID• follow and lead• early and late• social leads
• selective• privacy protected• many persona• thoughtful• advised
• likes portal• mass market• must work• simple• marketing works
• banking• know limits• will explore• follow• will expand
• un-tethered• fashion• no help• discovery• push boundaries• social lead
Rainbow of Trust Based on alternative market segmentation
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some companies get it…
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Why speak to Tony Fish 07808 142121
funding
strategy non exec
implementation
knowledge
workshops
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don’t forget
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