Social and Mobile Startups:Social and Mobile Startups:Opportunities in AsiaOpportunities in Asia

Dr Madanmohan RaoDr Madanmohan Rao

Research Advisor, AMICResearch Advisor, AMIC

http://twitter.com/MadanRaomadan@techsparks.com

New Languages of Digital MediaNew Languages of Digital Media

Tweeple, tweetups, twitterverse, megatwendTweeple, tweetups, twitterverse, megatwend TextmateTextmate FlirtextatiousFlirtextatious ObseSMSedObseSMSed Textiety, text addictTextiety, text addict The Golden Age of App-ortunity!The Golden Age of App-ortunity! Indonesia: Blue Bird, Silver Bird, Angry Bird? ;-) Indonesia: Blue Bird, Silver Bird, Angry Bird? ;-)

The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media

ConnectivityConnectivity ContentContent CommunityCommunity CultureCulture CapacityCapacity CooperationCooperation CommerceCommerce CapitalCapital

The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media ConnectivityConnectivity

– Connectivity, bandwidth, devices, platform, interfaces, standards, Connectivity, bandwidth, devices, platform, interfaces, standards, portal; costs, tariffs, fees; licensesportal; costs, tariffs, fees; licenses

ContentContent– Language, mode (voice/SMS/multimedia). Creation, classification, Language, mode (voice/SMS/multimedia). Creation, classification,

archival, retrieval, trackingarchival, retrieval, tracking CommunityCommunity

– Target audience. Interest/vocational communities, levels of affinity, Target audience. Interest/vocational communities, levels of affinity, online/offline, evolution of communitiesonline/offline, evolution of communities

CultureCulture– Trust, support, learning organisationTrust, support, learning organisation

The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media CapacityCapacity

– Roles, organisational support, training, HR; outsourcingRoles, organisational support, training, HR; outsourcing CooperationCooperation

– Between departments, units; with customers/partners, Between departments, units; with customers/partners, industry, external institutes (eg academia)industry, external institutes (eg academia)

CommerceCommerce– Transactions, incentivisation, payment, monetisationTransactions, incentivisation, payment, monetisation

CapitalCapital– Investments into knowledge communication, RoI metricsInvestments into knowledge communication, RoI metrics

Mobile Social Media: Spectrum of ActivitiesMobile Social Media: Spectrum of Activities

Level I: filter, rate, tag, relayLevel I: filter, rate, tag, relay Level II: social profiling, social networkingLevel II: social profiling, social networking Level III: remix, modify, mashupLevel III: remix, modify, mashup Level IV: compose original content, applicationsLevel IV: compose original content, applications Level V: collaboratively create content, Level V: collaboratively create content,

applicationsapplications Level VI: online + offline (eg. “tweetups”)Level VI: online + offline (eg. “tweetups”)

Network power proportional to # of members,Telecom/broadband density correlates with GDP

Propaganda, Influence,Framing/de-coding,Mobilisation/confrontation,“Foreign factor”

Manuel Castells: two-way “mass self-communication”,Compressor/accelerator/ catalyst/amplifier,Tipping point

Information designMedia reach v/s richnessTaxonomy, ontology, folksonomyUsability, testing; localisation

Cultivation, Gatekeepers, Structural flows of international news, Agenda-setting

Business and Mobile: ChallengesBusiness and Mobile: Challenges

Mobile media fatigueMobile media fatigue Need to move from ‘busy’ metrics to ‘engaged’ Need to move from ‘busy’ metrics to ‘engaged’

metricsmetrics Going beyond tactical benefits to strategic Going beyond tactical benefits to strategic

benefitsbenefits Moving from ‘social business’ to ‘better business’Moving from ‘social business’ to ‘better business’

Maturity Levels of Maturity Levels of Mobile in BusinessMobile in Business

Mobile neutral/phobicMobile neutral/phobic Mobile awareMobile aware Mobile capableMobile capable Mobile centricMobile centric Mobile transformedMobile transformed

Brand ComponentsBrand Components

ExperienceExperience ValueValue AttachmentAttachment Events, processes, activitiesEvents, processes, activities Campaigns, communities, conversationsCampaigns, communities, conversations Customer “watering holes”Customer “watering holes”

““Brands should join the Conversation Economy.Brands should join the Conversation Economy.””

- - Jody TurnerJody Turner

Founder, CultureOfFuture.comFounder, CultureOfFuture.com

Metrics: Assessing Metrics: Assessing Impacts of SoLoMo Media Impacts of SoLoMo Media

Activity metricsActivity metrics Process metricsProcess metrics Knowledge metricsKnowledge metrics People metricsPeople metrics Business metricsBusiness metrics

The Road AheadThe Road Ahead

Take a look at your competition and Take a look at your competition and counterparts in mobile media spacecounterparts in mobile media space

Look outside the mobile industryLook outside the mobile industry From back channel to main channelFrom back channel to main channel Not all SoLoMo media are created equalNot all SoLoMo media are created equal Not all SoLoMo media will remain the sameNot all SoLoMo media will remain the same

Questions?Questions?

Email: Email: madan@techsparks.comTwitter: Twitter: http://twitter.com/MadanRaoBlogs: Blogs: http://mobile.techsparks.com