Tony Fish Verge June 2010

http://verge.ogilvy.pt/

One thing theinternet has given us

is the understanding that we disagree about

everything!

Watch out there is a heretic in the room

Purpose

I am not going to tell

what you already know.

I am going to challenge you to

rethink, as the assumptions you

make lead to missed

value and opportunity

Stand up

I wanted to know who I am talking to

young, fresh, and available minds

or old, dull, grey and dutiful

tonyfish www linkedin skype twitter facebookCEO and Foundertony.fish@amfventures.com

Assumptions

3 minutes

Do you believe, like me, that there

is now a trade for your privacy?

web services

and value

creation of content

consumption of content

data store

analysis

Symbiotic Relationships Web business depend on consumer data

Data

business consumer

dig

ital

dat

a tr

ade

Do you believe, like me, that the

role of a consumer has changed?

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

two sided digital business

friendssocial

norms

Do you believe, like me, that

Mobile is unique?

More ‘OFF’ : Less ‘ON’

on this screen

in this earpiece

consume createionx

content

where

time

intent

direction

who

Do you believe, like me, that

we don’t understand the

true value of ‘behavioural DNA’ data

and behavioural data makes

prediction ‘valuable’

I believed enough to write

A Two Sided Digital Business Model where your Privacy will be someone else's business !

Tony Fish Oct 2009

If you have the same beliefs

as me

this will not be another boring

presentation on value creation

If you don’t believe then

don’t clap at the end

focus on your blackberry

and we’ll all assume you should be

giving this presentation - looser

Longer version

LocationUser individuality

Personalisation

Device pocketability Small Screen

Micro payments

Battery

Awareness

SizeWeight

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

wikisFolksonomy

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

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

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

Ecosystem in balance

The six screens of life

Screens of life

Public

Private

Fixed

Carried

Carry

shared

personal

Carry communicate

Carry informational

CinemaTV

PCCar TV/ Airplane

Mobile Phone/PDAiPod/ DAB

mobile content

mobile content

Consumption of digital media

In a digital world the role of

marketing is therefore to

light the 7th screen

Creation/ Publish

PrivatePersonalCollaborationPublicSecret

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 managementDRM toolsAd engines

UI, navigationService, storage, backup

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 privacyblack hole of debate

digital footprint

Control/ settingEmotionalPreferenceStatusRegulationLaw

public/ private

many contentious issues with the

idea of a digital you

Private Public

my

he

alth

fam

ily s

tuff

priv

ate

tho

ug

hts

pa

ssp

ort

cash

ina

cco

un

t

log

in &

ID

pin

nu

mb

ers

wh

o o

wn

syo

ur

car

wh

ere

I w

ork

my

cert

ifica

tes

face

bo

ok

sta

tus

ph

on

e n

um

be

r

blo

g p

ag

e

loca

tion

ba

nk

acc

ou

nt

nu

mb

er

po

litic

al v

iew

s

car

pla

ten

um

be

r

onefew

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

my

heal

thfa

mily

stu

ffpr

ivat

eth

ough

tspa

sspo

rtca

sh in

acco

unt

logi

n &

IDpi

n nu

mbe

rsw

ho o

wns

your

car

whe

re I

wor

k

my

cert

ifica

tes

face

book

stat

usph

one

num

ber

blog

pag

elo

catio

nba

nk a

ccou

ntnu

mbe

rpo

litic

al v

iew

sca

r pl

ate

num

ber

onefew

many

public know

trust

date of birth – public or private

Look to History and we find Aristotle

“golden mean”

evil good evil

Not enoughinadequate

Too Muchexcess

recklessness courage cowardice

Deficient Excess virtue

Public Private Public

broadcast TV, newspapers, open,

contextual, edited and time bounded

internet public, closed, non-contextual, raw and timeless

do we need

i-Public & b-Public?

A Two Sided Digital Business Model where your Privacy will be someone else's business !

Tony Fish July 2009

digital identity physical identitybonds bridges

relationships

reputation

identity is split, but connected

priv

acy

ris

k

tr

ust

Definitions of digital footprint

Definitions of digital footprint

Education

Design

Data you leave

All data

Why is mobile

a game changer?

you can do ‘stuff’ that you cannot

do on the web and via broadcast

mashup

create

consume create

create consume

consume

MMD

WMDBMD

mashup value from mobile, web and broadcast

value from mobile, TV and web data

Broadcast/ Listen

WEBMOBILE

AttentionBrowseSearch

ClickCreate

ConsumerLocationAttentionBrowseSearchTimeWhoClickCreateConsumePresence

ViewPreference

TimePresence

Point of inspirationPoint of entertainmentPoint of need

the implication is that

in simple terms the model becomes

in simple terms

store

click data

content

my data analysis value

social data

collection

stages to build my digital footprint

store

click data

content

my data analysis value

ownership and

movable

algorithm =

differentiation

rights and cash

digitalfootprint

Behavioural DNA

feedbackloop

(sensory.net)

social data

collection

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 analysis value

the provider the consumer

FriendsSocial

Norms

Feedback is critical as it delivers

refinement, accuracy, context,

colour & flavour

adding where the business

should be situated

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

collection store analysis value

FriendsSocial

Norms

web services

and value

creation of content

consumption of content

data store

analysis

Symbiotic Relationships Web business depend on consumer data

Data

business consumer

dig

ital

dat

a tr

ade

Where does this trade take place

The 6 screens of life

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

However, when we consider the “types” of data

at the point of need, inspiration and entertainment

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

The important issue is not the type

but how quickly you can replicate

the data

As if I can replicate quickly

I have no need to be loyal

Is loyalty important?

Supermarket Vs Supermarket

The point is influence

do you or are you?

understanding the analysis issue

original data

build algorithm

behavioural model

current individual

dataall new user

data

improve algorithm

algorithm

your data

trigger or threshold

Alert/ Action

credit card

• single usefulness• norms provide good prediction• socially acceptable• single data set

existing data

existing analysis

recommendation

• multi user input data• multiple output• influence rather than outcome

new data (user)

new data (social)

intent

reputationdiscovery

protection

personalisationtrade/ barter

context

CHAOS (develop linkage)

Everyone has data

But not all data is created equal

Take away

“customer information is value..

if you can do something with it!”

Or you can move a cost centre

Call centre, FAQ, reviews

example – new way to offer 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

collection

analysis

value

UnIqUeNeSsof mobile

More ‘OFF’ : Less ‘ON’

on this screen

in this earpiece

consume createionx

content

where

time

intent

direction

who

UnIqUeNeSsof mobile

Where is the value?

on this screen

in this earpiece

consume createionx

content

where

time

intent

direction

who

peer review “daughter”

Do you believe me?

Over 25?

LAME

What does all this mean?

If 2.0 thinking is valid

Certain players are weak

As they cannot get critical “data”

2.0 company’s are strong

As able to get ‘loyalty’ data

Response to Diego Oliva (this AM)

Facebook “Like” you, love your data

Shift from Google Ad centric world

to a Facebook relationship world

Social changes ‘nothing’

it’s all about data

Switch off day - alternatives

Digital allows you to find influence

Operator case study

competitor

VOT tribes

Value

Porter’smodel

focusdifferentiation/segmentation

lowest cost

profit

cost

servicesaccess

industry strategic issues

GYM club

no change

game changing

device

tethered

generic

network

platform applications & content

closedopen

locked

net neutrality

deliver capture

closed mobile ecosystem

open mobile ecosystem

structural problems

no change

game changing

Changing the brand value is hard

Changing the model is harder

Delivering value from data is hardest

Who owns the data?

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

8Enable 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

and creating this world requires

a virtuous circle

collectionstore

analysis value

TRUST

RISK

PRIVACY

TRUST

RISK

PRIVACY

bonded but not related

PRIVACY

erode build

PRIVACY CAPITAL

WhoYou Are

RoutesAnd

Routines

PatternsAnd

Preferences

Higher FUD Fear, Uncertainty

and Doubt

lower FUD

positivefeedback

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

Risk

erode build

Risk CAPITAL

gut feel

home and

personal

business And

financial

higher FUD

lower FUD

positivefeedback

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

Trust

erode build

TRUST CAPITAL

ReputationAnd

Recommendation

PatternsAnd

Preferences

higher FUD

lower FUD

positivefeedback

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

TRUST RISK

IDENTITY

bonded but not related

PRIVACY SECURITY

Incr

easi

ng c

lose

dIn

crea

sing

ope

n

High Control

High Value

Justification of benefits

Justification of barriers

‘Rainbow of Trust’

rainbow of trust

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

Based on a complementary market segmentation

www.slideshare.net/tonyfish

Question for you?

Are you brave enough to stand alone?

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 beliefsIt challenged you

You’re a lemon and have to follow the crowdYou 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

take away’s

While you think about your response

Don’t assume

Trust could be the problem

Do you know the influencer

Market is completely open

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.

value for sales pitch

Thank you

tonyfish www linkedin skype twitter facebookCEO and Founder

tony.fish@amfventures.com

www.tonyfish.comwww.blog.mydigitalfootprint.comwww.mydigitalfootprint.comwww.mobileweb20.com

www.mashupevent.comwww.sociable.net http://alpha.sociable.net/ www.mashupinsight.com