“Monetising the mobile Internet” 30 minutes and 126 slides tony.fish@amfventures.com

Purpose

I am not going to tell you more about

what you already know..

I am going to challenge you to

rethink as the direction you are

heading …… is wrong!

Stand up

Wanted to know what I am talking to

young, fresh, and available minds

or dull, grey, done and seen it all

tonyfish www linkedin skype twitter facebook CEO and Founder tony.fish@amfventures.com

Sarah Blow

Assumptions

3 minutes

Do you believe, like me, that there

is now a trade for your privacy?

consumption of content Symbiotic Relationships Web business depend on consumer data web services and value creation of content analysis data store digital data trade Data consumption of content business consumer

Do you believe, like me, that the

role of a consumer has changed?

two sided digital business In Direct feedback norms social Actual User Data friends Actual User Data Actual User Data The User “The Business” Direct feedback

Do you believe, like me, that

Mobile is unique?

I believed enough to write

Tony Fish Oct 2009 A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009

1 2 3 4 5 6 7 8 I own my Data I Give up my Data 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 Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue

If you have the same beliefs

as me

this will not be another boring

presentation on mobile content

if you don’t believe then

don’t clap at the end

Longer version

Web 2.0 Mobile Web 2.0 RSS Affiliation Blogs tags Folksonomy Remixability Joy of use Affiliation Blogs tags Social software Web 2.0 wikis Folksonomy Podcasting Standardisation The long tail Participation Recommendation Information Me, identity Open API IM mashup metadata Audio video content Sync Search AJAX Unified messaging Services Music Games, gambling Portability Data driven Convergence Cross media services Voice 3rd Party applications Mobile content Micro payments Multilingual Mobile Web 2.0 Awareness Content messaging Usability SMS Location Mobile Search User individuality Small Screen Device pocketability I am a tag Navigation Icon/ Bling mtags Size Weight Icon, logo, ringtones Personalisation Voice to tag Battery

Mobile web 2.0 mobile content I am a tag my identity AJAX/ widgets Capturing Content at the Point of inspiration I am a tag my identity AJAX/ widgets Mobile web 2.0 Harnessing Collective Intelligence digital convergence Extending the web multilingual mobile access 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, Uniquely mobile mobile search Location

Ecosystem in balance Point of inspiration night out friends family gathering holiday colleagues User creates content and publishes it Personal capture Personal creation Personal Tagging User Device Access Platform Enablers News e.g publishing e.g hosting, integration with WWW Sport e.g phone smartphone e.g GSM WiFi UMTS Events Events e.g search e.g payment security, DRM News Sport User Device Access Platform Enablers Professional Editing Content creation Professional capture Content created for the user to consume reality movie Adult concert cartoon music Point of entertainment

Consumption of digital media Screens of life Cinema TV PC Car TV/ Airplane Mobile Phone/PDA iPod/ DAB shared Public Private personal The six screens of life Fixed Carried Carry 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 Carry communicate Carry informational mobile content

Value between creation and consumption Creation/ Publish Consumption Relevance Voting Index Tags Search ID Footprint Verification Attention Payment Location ‘Portability’ Blog Wikki Journal Book Paper TV Movie Music Screens of life Private Personal Collaboration Public Secret shared Public Private personal Fixed Carried Carry Carry communicate Carry informational Content management DRM tools Ad engines UI, navigation Service, storage, backup

Call LCR Find Locate Message IM Chat Mail Video call Meet Your tags connection My Number My Numbers My ID My Data Your Data Your ID new search directory directories My tags old search I am a tag my identity connection

Telco 2.0 - same idea

different customer…..

and everyone realised “customer information is value”

digital footprints – context Black hole of debate Identity Privacy Proof of who I am Driving licence Bank details Credit history Social security Certification Regulated and institution controlled Emotional Preference Status Regulation Law Digital Footprint Collection, store, analysis and value created from digital data from mobile, web and TV Click data Content data my data my social network

identity is split, but connected relationships physical identity digital identity privacy risk trust bonds bridges reputation

physical identity has certain traits certification relationships Government & NGO person organisation physical identity digital identity privacy risk trust bonds bridges identification authentication trade reputation

digital identity has different traits relationships barriers implementation physical identity digital identity privacy risk trust bonds bridges management characteristics reputation

Tony Fish July 2009 A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009

Observations Is there any reason why mobile should be different? Let’s be clear, everyone wants to be able to gain knowledge about you as a consumer and then 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 Using mobile payment, flirting, dating, click ads, latitude you give up your data 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?

Yes…. because

mobile can do ‘stuff’ that you cannot

do on the web and via broadcast

value from mobile, TV and web data Attention Browse Search Click Create Consumer MOBILE WEB Location Attention Browse Search Time Who Click Create Consume Presence Broadcast/ Listen View Preference Time Presence Point of inspiration Point of entertainment Point of need

the implication is that

in simple terms the model becomes

in simple terms click data store analysis value content my data social data collection

stages to build my digital footprint click data store analysis value content my data (sensory.net) ownership and movable algorithm = differentiation rights and cash social data collection digital footprint Behavioural DNA feedback loop

mashup value from mobile, web and broadcast create consume MMD consume create mashup broadcast BMD WMD web create consume

If we now add in where the user is

we see the user appears twice

as a provider and as a consumer

the provider the consumer In Direct feedback Actual User Data Actual Norms Social Actual User Data Friends Actual User Data Actual User Data The User Direct feedback collection store analysis value

Feedback is critical as it delivers

refinement, accuracy, context, colour & flavour

adding where the business should be situated

In Direct feedback Actual User Data Actual User Data Actual User Data Norms Social Actual User Data Friends Actual User Data Actual User Data The User “The Business” Direct feedback collection store analysis value

What’s the issue

who owns the data!

More ‘OFF’ : Less ‘ON’ consume createion x on this screen content who where 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 in this earpiece time direction intent consume createion x

UnIqUeNeSs 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 of mobile

Where is the value? consume createion x on this screen content who 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 in this earpiece time direction intent consume createion x

I assume you will consume on the 6 screens of life

6 screens of life big screens small screens Fixed/Portable Players (fixed devices in things that move such as cars, planes, etc) Cinema (shared with other members of the public) The mobile device, an individual and personalised handheld device TV (shared privately within our homes) PC (personal or shared use) Information screens e.g. iPod, radio

However, when we consider the “types” of data

at the point of need, inspiration and entertainment

Fish Tail’s, a model to categorise data 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 time

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

data is inter-related behavioural communication social creation routes and routines, loyalty card, professional, clubs, affiliation behavioural communication social e-mail/ IM/ SMS/ voice links/ FOAF/ click/ review/ tag/ blog creation consumption type, style, tools, pattern, themes favourite, preference, style, genre, occurrence, video, music, audio, application payment credit card, debit card, cash, contactless, direct, cheque records certificates, health, exam, DOB, Council, government, passport

understanding the analysis issue credit card current individual data original data new data (user) new data (social) all new user data build algorithm existing data improve algorithm behavioural model CHAOS (develop linkage) existing analysis algorithm your data intent context trigger or threshold protection reputation personalisation discovery trade/ barter Alert/ Action recommendation single usefulness norms provide good prediction socially acceptable single data set multi user input data multiple output influence rather than outcome

types of data input for a digital footprint

consumption of content Symbiotic Relationships Web business depend on consumer data web services and value creation of content analysis data store digital data trade Data consumption of content business consumer

example – new way to offer mobile security Click content my collection digital footprint moveable Take raw data to new provider store closing time analysis unique override normal behaviour behavioural DNA location route time routine value assurance restrictions graceful opening adverse behaviour confidence

What does this mean?

If Mobile Web 2.0 thinking is valid

Certain players are weak

As they cannot get critical “data”

Mobile 2.0 and Web 2.0 company’s are strong

As able to get ‘long’ data

industry strategic issues profit Value game changing cost no change differentiation/ segmentation lowest cost Porter’s model access focus services VOT tribes competitor GYM club

structural problems net neutrality network game changing open mobile ecosystem closed mobile ecosystem no change locked applications & content open platform closed deliver capture tethered device generic

directory market – outsiders view profit Value game changing cost no change exploiting data charge / ads Business model data focus services directories competitor Spoke, linkedin, Plaxo, 123 People, Belocal

structural problems – outsiders view value user data game changing no change cost open platform closed deliver content capture “nothing” brand value progressive

and the business models become …..

1 2 3 4 5 6 7 8 I own my Data I Give up my Data Model 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 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 TRUST RISK PRIVACY collection store analysis value

bonded but not related RISK TRUST PRIVACY

build or erode privacy capital Higher FUD Fear, Uncertainty and Doubt lower FUD erode build PRIVACY CAPITAL Who You Are Routes And Routines Patterns And Preferences lower propensity to engage and only gain standard services Higher propensity to engage more and get better services negative feedback positive feedback

Ways of looking at privacy Consider the same chart from the perspective of people who need to know the data and how many you trust with the data public many few one my health family stuff private thoughts passport cash in account login & ID pin numbers who owns your car certificates facebook blog page location where I work status my phone number bank account car plate number number political views

thoughts account status number number your car phone number public many few one thoughts account status number number your car phone number pin numbers where I work political views my health family stuff login & ID certificates blog page passport location cash in private facebook car plate who owns bank account my

build or erode risk capital higher FUD lower FUD erode build Risk CAPITAL gut feel home and personal business And financial lower propensity to engage and only gain standard services Higher propensity to engage more and get better services negative feedback positive feedback

build or erode trust capital higher FUD lower FUD erode build TRUST CAPITAL Reputation And Recommendation Patterns And Preferences lower propensity to engage and only gain standard services Higher propensity to engage more and get better services negative feedback positive feedback

bonded but not related High Value TRUST RISK Increasing open IDENTITY Justification of benefits TRUST RISK Increasing open IDENTITY Increasing closed PRIVACY SECURITY High Control Justification of barriers

‘Rainbow of Trust’ Service differentiation based on trust Let me start with a consumer walking into carphone warehouse. The person say’s – hello Mr sales man, I am a blue person. What the sales understanding from this is that this person wants an unfettered device, it has not constraints and they will sort out all the IT problems themselves, if they down load something, they will sort it. Mr Red, he only wants to do online and mobile banking Mr purple wants the walled garden Mr beige wants voice and text There customer are differentiated based on their trust in both the device, the SP and their provider of the service. It terms of enterprise customers, they will vary by their attitude to risk. The analysis needed is not but product but by profit and profile to risk. Do you want risk adverse or balanced risk, I don’t know as I don’t know the profit by type.

rainbow of trust untrusting and stupid untrusting and wise Based on a complementary market segmentation 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 marketing works banking know limits will explore follow will expand un-tethered fashion no help discovery push boundaries social lead

www.slideshare.net/tonyfish

Question?

Are you brave enough to stand alone?

I can deal with silence - only clap if You are 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

take away’s

don’t assume

trust

Market is completely open

Data is a commodity and ownership is unimportant Data 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 information in, stored and out. 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.

Thank you