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Mobile World Congress – Feb 2009, Barcelona Mobile Web 2.0 and the uniqueness of mobile

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the two sided business model based on the consumer being on both sidesBarcelona Feb 2009Mobile World Congress

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Page 1: MWC Mobile Web 2

Mobile World Congress – Feb 2009, Barcelona

Mobile Web 2.0 and the uniqueness of mobile

Page 2: MWC Mobile Web 2

tonyfish www linkedin skype twitter facebook

Page 3: MWC Mobile Web 2

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

UnIqUeNeSs

Page 4: MWC Mobile Web 2

Observations

• Let’s be clear, everyone want to be able to gain knowledge about you as a consumer and milk the trade or barter.

• What is the relationship between Facebook and a broadband pipe• Is there a relationship between Mac OS and MySpace• Does an ISP collect data about a users search or Google

• The broadband model is simple, pay …computer/ access • Applications, content and services are a mix of free and paid for

• Is there any reason why mobile should be different

Page 5: MWC Mobile Web 2

Yes…. because

Page 6: MWC Mobile Web 2

mobile can do ‘stuff’ that you cannot

Page 7: MWC Mobile Web 2

do on the web and via broadcast

Page 8: MWC Mobile Web 2

Value from mobile, broadcast and web

Broadcast

WEBMOBILE

AttentionBrowseSearch

ClickCreate

ConsumerLocationAttentionBrowseSearchTimeWhoClickCreateConsumeView

PreferenceTime

Presence

Page 9: MWC Mobile Web 2

the implication is that

Page 10: MWC Mobile Web 2

in simple terms the model becomes

Page 11: MWC Mobile Web 2

Store Analysis ValueCollection

Page 12: MWC Mobile Web 2

click data

content

my data

social data

Col

lect

ion

Val

ue

Sto

re

Ana

lysi

s

digital footprint

behavioural DNA

service improvement(existing)

web TV mobile m2m

service discoverynew

web TV mobile m2m

trade or barter

Page 13: MWC Mobile Web 2

If we now add in where the user is

Page 14: MWC Mobile Web 2

we see the user appears twice

Page 15: MWC Mobile Web 2

as a provider

and as a consumer

Page 16: MWC Mobile Web 2

Actual User Data

Actual User Data

Actual User Data

The User

Direct feedback

In Direct feedback

collection store analysis value

the provider the consumer

Page 17: MWC Mobile Web 2

adding where the business should be situated

Page 18: MWC Mobile Web 2

we get a two sided model with

Page 19: MWC Mobile Web 2

the user on both sides !

Page 20: MWC Mobile Web 2

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

collection store analysis value

FriendsSocial

norms

Page 21: MWC Mobile Web 2

never has it been more important than being

Page 22: MWC Mobile Web 2

close to your customer

Page 23: MWC Mobile Web 2

assuming you have a customer!

Page 24: MWC Mobile Web 2

open is not the debate

Page 25: MWC Mobile Web 2

who owns the data is the issue

Page 26: MWC Mobile Web 2

UnIqUeNeSs

of mobile

Page 27: MWC Mobile Web 2

More ‘OFF’

Less ‘ON’

Page 28: MWC Mobile Web 2

Let’s put this in a matrix

Page 29: MWC Mobile Web 2

physical passive

consumption

instruction

screen social analysis

sensory.netkey strokeclick touch

boring exciting

Page 30: MWC Mobile Web 2

example of why exciting…

Page 31: MWC Mobile Web 2

storemoveable

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

analysisvalue

Page 32: MWC Mobile Web 2

‘Rainbow of Trust’

Page 33: MWC Mobile Web 2

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

Page 34: MWC Mobile Web 2

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.

Page 35: MWC Mobile Web 2

Tony Fish + 44 7808 142121

Page 36: MWC Mobile Web 2

Our deliverables assist you in the move from

separation, isolation and solitude to relationship,

engagement and conversation. Tony FishCEO 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 protected] + 44 (0) 7808 142121 www.amfventures.com

2.0 opportunity!

Page 37: MWC Mobile Web 2

Knowledge Our Products

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.

Executive Briefings Connecting

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.

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.

Seminars & Debate Public Forum

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

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.

Page 38: MWC Mobile Web 2

Strategy Our Products

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.

Business strategy Competitive landscape

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.

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.

Partnerships Exit planning

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.

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.

Page 39: MWC Mobile Web 2

Implementation Our Products

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.

Build Tactical revenue

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.

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.

Technology decisions

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.

Page 40: MWC Mobile Web 2

Funding Our Products

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.

Structure Financial modelling

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.

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.

Diligence

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.

Page 41: MWC Mobile Web 2

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