Monitising mobile (data and infomation)
125
Transcript of Monitising mobile (data and infomation)
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 facebookCEO and [email protected]
Sarah Blow
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 storeanalysis
Symbiotic Relationships Web business depend on consumer data
Data
business consumer
digi
tal d
ata
trad
e
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?
I believed enough to write
A Two Sided Digital Business Model where your Privacy will be someone else's business !
Tony Fish Oct 2009
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
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
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 servicesGames, gambling
Audio video contentInformation
Icon, logo, ringtones
PortabilityMusic
Data driven
Standardisation
AJAXOpen API
Convergence
IM
Podcasting
Navigation
Mobile Search
AffiliationwikisFolksonomy
mashup
Participation
Web 2.0
Mobile Web 2.0
The long tail
Social softwareJoy of useRemixability
Services
tags
mtags
metadata
Voice to tag
Voice
Unified messagingSync
Me, identity
Mobile content
I am a tag
Multilingual
Search
mobile content
Harnessing Collective
Intelligence
Capturing Content at the
Point of inspiration
Extending the web
Mobile web 2.0
I am a tagmy identity
multilingualmobile access
digital convergence
mobilesearch
AJAX/widgets
Uniquely mobile
Location
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
Consumption of digital media
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
My Number
My Numbers
directory directories
My ID
My Data
Your ID
YourData
My tags
Your tags
newsearch
oldsearch
connection
connection
CallLCR Find
LocateMessage
IM ChatMail
Video callMeet
I am a tagmy identity
Telco 2.0 - same idea
different customer…..
and everyone realised “customer information is value”
digital footprints – context
Collection, store, analysis and value created from digital data from mobile, web and TV
– Click data– Content data– my data– my social network
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
EmotionalPreferenceStatusRegulationLaw
digital identity physical identitybonds bridges
relationships
reputation
identity is split, but connected
priv
acy
risk
t
rust
digital identity physical identitybonds bridges
relationships
reputation
certification
person
organisation
identification
authentication
Government & NGO
trade
physical identity has certain traits
priv
acy
risk
t
rust
digital identity physical identitybonds bridges
relationships
reputation
barriers
implementation
management
characteristics
digital identity has different traits
priv
acy
risk
t
rust
A Two Sided Digital Business Model where your Privacy will be someone else's business !
Tony Fish July 2009
Observations
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 pipeIs there a relationship between Mac OS and MySpaceDoes an ISP collect data about a users search or GoogleUsing 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
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 valueownership
and movable
algorithm =
differentiation
rights and cash
digitalfootprint
Behavioural DNA
feedbackloop
(sensory.net)
social data
collection
mashup
create
consume create
create consume
consume
MMD
WMDBMD
mashup value from mobile, web and broadcast
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
What’s the issue
who owns the data!
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
I assume you will consume on the 6 screens of life
6 screens of life
big screens small screensCinema (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
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
communication social
behavioural
payment
consumption creation
e-mail/ IM/ SMS/ voice links/ FOAF/ click/ review/ tag/ blog
routes and routines, loyalty card, professional, clubs, affiliation
credit card, debit card, cash, contactless, direct, cheque
favourite, preference, style, genre, occurrence, video, music, audio, application
type, style, tools, pattern, themes
recordscertificates, health, exam, DOB, Council, government, passport
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)
types of data input for a digital footprint
types of data (class) replicationself social graph
Billing Short none noneName Short noneAddress Short none noneIMEI/ device history Long preference/ adoption interworking/ recommendationLocation Short preference contextWeb Medium preference noneApplication download Medium preference recommendationAdverts received Short focusAdverts responded Never! preference recommendationConsumption media Medium preference recommendation
music Medium preference recommendationPhone Book short social/ ease of use social servicesCall record Never! preference closest friendsPayment record short none noneClick data short preference recommendationMpayment Never! preference none
value to
Your Digital History
Length provides barrier to entry
How long would it take toreplicate the data setHow unique is the data?
Your Digital History
Can be Loyal to many whosereplication is short. Very loyal to those with long replication, as difficult to change
Variation by Age
This is relative
web services
and value
creation of content
consumption of content
data storeanalysis
Symbiotic Relationships Web business depend on consumer data
Data
business consumer
digi
tal d
ata
trad
e
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
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
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
competitor
directories
Value
Businessmodel
focusexploiting
datacharge/ ads
profit
cost
servicesdata
directory market – outsiders view
Spoke, linkedin, Plaxo, 123 People, Belocal
no change
game changing
brand value
“nothing”
progressive
userdata
platform contentclosedopen
cost
value
deliver capture
structural problems – outsiders view
no change
game changing
and the business models become …..
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
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 Doubtlower 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
my
heal
th
fam
ily s
tuff
priv
ate
thou
ghts
pass
port
cash
inac
coun
t
logi
n &
ID
pin
num
bers
who
ow
nsyo
ur c
ar
whe
re I
wor
k
my
certi
ficat
es
face
book
stat
us
phon
e nu
mbe
r
blog
pag
e
loca
tion
bank
acc
ount
num
ber
polit
ical
vie
ws
car p
late
num
ber
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
certi
ficat
esfa
cebo
okst
atus
phon
e nu
mbe
rbl
og p
age
loca
tion
bank
acc
ount
num
ber
polit
ical
vie
ws
car p
late
num
berone
fewmany
public
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 SECURITYIncr
easi
ng c
lose
dIn
crea
sing
ope
n
High Control
High ValueJustification 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?
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
don’t assume
trust
Market is completely open
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
