O2 mobile innovation -smlxl
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Transcript of O2 mobile innovation -smlxl
NO STRAIGHT
LINES: making sense of our non-linear world
Lessons in mobility & innovation from around the world for O2
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
The SR-71 Blackbird was created out of a vision that pushed human ingenuity, design and manufacturing capability to the very limits.
Today, we now have the possibility to truly transform our world, to be more lightweight, sustainable and humane, through the tools, capabilities, language and
processes at our fingertips.
making sense of our non-linear world
Mobile communications do not have to be a tactical endeavor, it can be a deep strategic one
enabling companies to run leaner, to reach audiences in new and novel ways, to redefine a
company organizationally, and create new markets with new revenues. This presentation shows how mobile communications plays the
key role in this rapidly evolving story.
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
The 6 Laws of Mobile
1. Value over culture
Interaction, Entertainment, Expression, Transaction.
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
2. The law of the ecosystem
Roles of all players must remain in collaborative balance
Mutuality is a business strategyalan moore | www.smlxtralarge.com | innovation & the mobile society 2011
3. The empowering nature of mobile
A remote control for life
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
4. The value of time zones
“In-Between-Time”
“Golden Time”
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
5. Mobile-specific business models are essential
Successful mobile services do not depend on advertising as revenue generators
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
6. The future is simplexity
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Refined data the black gold of the 21st Century
Alex Pentland, director of MIT’s Human Dynamics Laboratory, “Using location data, I can say a lot about the music you like... for example, your financial risks.”
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Recommendation engine, usage based, data fed
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Curation of content, packaging of content, filtering and sense making
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Ubiquity = Everywhere
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Mobile enabled commerce alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Designing for time zone needs
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
stretching and blending time
Activities during the day, but most product purchases between
10pm and 2am
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
45% response rate €83m revenues in 2008
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Business foundations 4C’s
connectivity
commerce
culture
community
alan moore | www.smlxtralarge.com | no straight lines introduction 2011
Value is created not only in the purchase of goods it is co-created by the Girlswalker community.
Self-expression, self-esteem, fashion knowledge, peer group recognition, shopping satisfaction.
Making business through transparency of data
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
My Yoad? Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile information and consumer lifestyle preferences for use as an interface between companies determining whether to send a highly relevant commercial communication to that person (normally to their mobile telephone). [orig. unkn.]
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Qustodian innovating with communities of passion, with data, with technology, & revenue models – Exhibit [a] Atletico Madrid. http://uk.qustodian.com/
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Assets & Access in the cultural sector
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
What does mobile mean?
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
the cultural
organisation assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge: curators
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
the cultural
organisation assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge: curators
communities of
interest
Public
Corporations
Universities/ academia
Business
Other museums / cultural institutions
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
the cultural
organisation assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge: curators
communities of
interest
Public
Corporations
Universities/ academia
Business
Other museums / cultural institutions
motivation
Money
Pleasure
Self improvement
Status
Professional information
Inter-related alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
org+ values
passions needs
Networked communities of interest
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
The link economy: create bundles of products and services
Data driven: Amazon data architecture – recommendation engine, Apple genius and iTunes, personalisation
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Creating access to assets
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
‘digital curator’
the expertise of heritage institutions is a
value proposition used to generate income.
customer groups for digital curator are consumers, academics researchers, business professionals.
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
‘digital curator’
digital services centred on the collection materials. ‘refined’ metadata, like specialist background information on a collection, or digital teaching packages.
Archives offering courses to archive researchers, including novices.
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Tate Britain online courses £20 on artists’techniques and methods (www.tate.org.uk/learnonline).
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Archives: traditional view
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Archives as a platform Archives offering courses/services to archive researchers, & other communities of interest. Note cultural org now a platform creating new access around its assets
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Design for economies of scope
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | camerjam 2011
Knowledge working
txteagle
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
What does txteagle teach us?
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Deconstructing organisation
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Innovation in banking by creating a connective tissue through the mobile web
As as a new economy takes hold, as a
consequence of the old one faltering, it
unleashes a powerful set of forces that cleave the
fabric of the economy along fault lines.
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
trailblazers
hospicing of old system
the emergence of a new system
collapse of system
the life and death of eco-systems
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Trust gap with public.
Antiquated legacy technologies make innovation difficult.
Commoditization driving customer apathy.
PFM entrants lack transactional relationship with customers.
I have tried Bank of America. Um, no. Never again. 35$ overdraft charges? What?
Customer service telling me that the balance shown online is not the most up-to-date?
I've had a lot of issues with Bank of America...It is absurd that they take advantage of us.
– Josh B. beta invitee
“Banks fail to meet customers’ expectations
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
With real-time and mobile, customers can engage more closely with their finances.
Categorize and label expenses on-the-go.
Understand the impact of spending decisions on goals in real-time.
Real-time processing to close the engagement loop
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Goals enable customers to automatically save for future events.
Safe-to-Spend automatically calculates the customer’s spending cushion.
“Cruise control for your money.”
Goals and Safe-to-SpendTM
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Customer Goals are a very strong predictor of purchase intent.
Goals allow companies to engage prospective customers with the right offer at the right time.
Context sensitive: desktop, tablet, smartphone.
Goals enable relevant offers
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Full transparency into customers’ transaction histories.
Ability to provide customers with relevant discounts and coupons.
Context sensitive: desktop, tablet, smartphone.
Transaction history informs coupons and discounts offered to customer
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Ryoji Kaneko is always looking for work
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Help Networks – the buying
and selling of time
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Augmentation is merely the layering of information and data to create more value – like a map!
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
Recommendations
Identity Reputation scoring
schedule
proximity fees
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
HOS Human Operating System
Mobile and society alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
[1] free & open source, [2] dynamic timeline, [3] interactive mapping, [4] multiple data streams
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
How can O2 innovate to bring about a better society?
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011
So what do we need to think about to create sustainable commercial success?
alan moore | www.smlxtralarge.com | no straight lines introduction 2011
Disrupt yourself before someone does it to you
alan moore | www.smlxtralarge.com | no straight lines introduction 2011
NO STRAIGHT
LINES: making sense of our non-linear world
@alansmlxl | www.smlxtralarge.com
no straight lines introduction 2011