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Uniqueness of mobile - Nokia mLife

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Uniqueness of mobile - Nokia mLife

  1. 1. UnIqUeNeSs of mobile #mlife @tonyfish
  2. 2. Purpose
  3. 3. I am not going to tell
  4. 4. what you already know
  5. 5. I am going to challenge you to
  6. 6. rethink, as the assumptions you
  7. 7. make lead to missed
  8. 8. value and opportunity
  9. 9. Stand up
  10. 10. tonyfish www linkedin skype twitter facebook CEO and Founder tony.fish@amfventures.com
  11. 11. Down load this presentation from www.slideshare.net/tonyfish
  12. 12. Contact: Matt Nash matt@oosocial.com www.oosocial.com acquisition and retention in a social world
  13. 13. Contact: Charles Curry Charles.curry@chronostechnology.co.uk www.chronostechnology.co.uk synchronisation, time of day, location, positioning and navigation no sync = no network
  14. 14. Contact: Stephen King stephen@mob4hire.com www.mob4hire.com crowd source mobile apps testing
  15. 15. 3,500 entrepreneurs and digital professionals Register at www.mashupevent.com
  16. 16. Contact: Frank Masson Frank.masson@hartwoodservices.com www.hartwoodservices.com Communications & Infrastructure Managed Services We build networks
  17. 17. Contact: Dan Scarfe dan@dotnetsolutions.co.uk www.dotnetsolutions.co.uk Think Agile ! Software that gets you noticed
  18. 18. Contact: Marie Wold, President +44 207 902 8120 Marie.Wold@onrelay.com www.onrelay.com UMBX: A Cloud-based Software-only Mobile IP PBX • Software system developed for Operators to sell as SaaS • 10 times the functionality, 1/3 time to the market, at 20% of the cost of HW-based solutions • Live in 12 countries (Europe, APAC, Asia) • Supports Nokia Symbian, Blackberry and Microsoft Win. iPhone and Android are under development What is in it for you ? UMBX allows Operators to sell mobile phones for their corporate telephony needs, instead of Cisco, Avaya, Siemens, etc… Mobiles are vastly less expensive and much more energy efficient for corporate telephony needs.
  19. 19. Reassuringly Expensive Strategy Contact: Me !
  20. 20. Assumptions
  21. 21. 3 minutes
  22. 22. Do you believe, like me, that there
  23. 23. is now a trade for your privacy?
  24. 24. web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digitaldatatrade
  25. 25. Do you believe, like me, that the
  26. 26. role of a consumer has changed?
  27. 27. Actual User Data Actual User Data Actual User Data “The Business” The User Direct feedback In Direct feedback two sided digital business friends social norms
  28. 28. Do you believe, like me, that
  29. 29. Mobile is unique?
  30. 30. More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createionx content where time intent direction who
  31. 31. Do you believe, like me, that
  32. 32. we don’t understand the
  33. 33. true value of ‘behavioural DNA’ data
  34. 34. and behavioural data makes
  35. 35. prediction ‘valuable’
  36. 36. I believed enough to write
  37. 37. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009
  38. 38. If you have the same beliefs
  39. 39. as me
  40. 40. this will not be another boring
  41. 41. presentation on value creation
  42. 42. If you don’t believe then
  43. 43. don’t clap at the end
  44. 44. focus on your blackberry
  45. 45. and we’ll all assume you should be
  46. 46. giving this presentation !
  47. 47. Longer version
  48. 48. Location User individuality Personalisation Device pocketability Small Screen Micro payments Battery Awareness Size Weight Icon/ Bling 3rd Party applications Usability Blogs Recommendation RSS SMSContent messaging Cross media services Games, gambling Audio video content Information Icon, logo, ringtones Portability Music Data driven Standardisation AJAX Open API Convergence IM Podcasting Navigation Mobile Search Affiliation wikis Folksonomy mashup Participation Web 2.0 Mobile Web 2.0 The long tail Social software Joy of useRemixability Services tags mtags metadata Voice to tag Voice Unified messagingSync Me, identity Mobile content I am a tag Multilingual Search
  49. 49. mobile content mobile content Harnessing Collective Intelligence Capturing Content at the Point of inspiration Extending the web Mobile web 2.0 I am a tag my identity I am a tag my identity multilingual mobile access multilingual mobile access digital convergence digital convergence mobile search mobile search AJAX/ widgets AJAX/ widgets Uniquely mobile LocationLocation
  50. 50. 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 friends holiday 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 Personal Tagging Professional capture concert music colleagues gathering Personal creation Personal capture SportNews Point of entertainment Events Ecosystem in balance
  51. 51. The six screens of life Screens of life Public Private Fixed Carried Carry shared personal Carry communicate Carry informational Cinema TV PC Car TV/ Airplane Mobile Phone/PDA iPod/ DAB mobile content mobile content Consumption of digital media
  52. 52. In a digital world the role of
  53. 53. marketing is therefore to
  54. 54. light the 7th screen
  55. 55. Creation/ Publish Private Personal Collaboration Public Secret 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 management DRM tools Ad engines UI, navigation Service, storage, backup
  56. 56. digital footprints – context Collection, store, analysis and value created from digital data from mobile, web and TV Proof of who I am – Driving licence – Bank details – Credit history – Social security – Certification Regulated and institution controlled identity privacy black hole of debate digital footprint Control/ setting Emotional Preference Status Regulation Law public/ private
  57. 57. many contentious issues with the
  58. 58. idea of a digital you
  59. 59. Private Public
  60. 60. myhealth familystuff private thoughts passport cashin account login&ID pinnumbers whoowns yourcar whereIwork my certificates facebook status phonenumber blogpage location bankaccount number politicalviews carplate number one few 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
  61. 61. myhealth familystuff privatethoughts passport cashinaccount login&ID pinnumbers whoownsyourcar whereIwork my certificates facebookstatus phonenumber blogpage location bankaccountnumber politicalviews carplatenumber one few many public know trust
  62. 62. date of birth – public or private
  63. 63. Look to History and we find Aristotle
  64. 64. “golden mean”
  65. 65. evil good evil Not enough inadequate Too Much excess
  66. 66. recklessness courage cowardice DeficientExcess virtue
  67. 67. Public Private Public broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless
  68. 68. we need “new social rules”
  69. 69. A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish July 2009
  70. 70. digital identity physical identitybonds bridges relationships reputation identity is split, but connected privacyrisktrust
  71. 71. Definitions of digital footprint
  72. 72. Definitions of digital footprint Education Design Data you leave Holy Kaw
  73. 73. Why is mobile
  74. 74. a game changer?
  75. 75. you can do ‘stuff’ that you cannot
  76. 76. do on the web and via broadcast
  77. 77. mashup create consume create create consume consume MMD WMDBMD mashup value from mobile, web and broadcast
  78. 78. value from mobile, TV and web data Broadcast/ Listen WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume Presence View Preference Time Presence Point of inspiration Point of entertainment Point of need
  79. 79. the implication is that
  80. 80. in simple terms the model becomes
  81. 81. in simple terms store click data content my data analysis value social data collection
  82. 82. stages to build my digital footprint store click data content my data analysis value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback loop (sensory.net) social data collection
  83. 83. If we now add in where the user is
  84. 84. we see the user appears twice
  85. 85. as a provider and as a consumer
  86. 86. Actual User Data Actual User Data Actual User Data The User Direct feedback In Direct feedback collection store analysis value the provider the consumer Friends Social Norms
  87. 87. Feedback is critical as it delivers
  88. 88. refinement, accuracy, context,
  89. 89. colour & flavour
  90. 90. adding where the business
  91. 91. should be situated
  92. 92. Actual User Data Actual User Data Actual User Data “The Business” The User Direct feedback In Direct feedback collection store analysis value Friends Social Norms
  93. 93. web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digitaldatatrade
  94. 94. Where does this trade take place
  95. 95. The 6 screens of life
  96. 96. 6 screens of life big screens small screens Cinema (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
  97. 97. However, now thinking
  98. 98. Mobile, TV and PC are dead words
  99. 99. There will be only screens
  100. 100. and the game is
  101. 101. getting it lit
  102. 102. Tony this is all b******t
  103. 103. However, two observations
  104. 104. However - usage and habits
  105. 105. However - usage and habits
  106. 106. UnIqUeNeSs of mobile
  107. 107. Where is the value? on this screen in this earpiece consume createionx content where time intent direction who
  108. 108. What does all this mean?
  109. 109. There is no such thing as
  110. 110. The mobile Internet
  111. 111. The TV Internet
  112. 112. However, if 2.0 thinking is valid
  113. 113. Certain players are weak
  114. 114. as they cannot get critical “data”
  115. 115. 2.0 company’s are strong
  116. 116. as able to get ‘valuable’ data
  117. 117. because
  118. 118. the Internet is shifting
  119. 119. from a (Google) Ad centric world
  120. 120. to a (Facebook) relationship world
  121. 121. Therefore, is no such thing as
  122. 122. digital strategy…
  123. 123. mobile strategy…
  124. 124. social strategy…
  125. 125. There is only strategy
  126. 126. and really expensive strategy
  127. 127. Today you need to believe that
  128. 128. digital data = survival & growth
  129. 129. Digital allows you to find influence
  130. 130. and the influencer
  131. 131. and creating this world requires
  132. 132. a virtuous circle collectionstore analysis value TRUST RISK PRIVACY
  133. 133. PRIVACY erode build PRIVACY CAPITAL Who You Are Routes And Routines Patterns And Preferences Higher FUD Fear, Uncertainty and Doubt lower FUD positive feedback 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
  134. 134. Risk erode build Risk CAPITAL gut feel home and personal business And financial higher FUD lower FUD positive feedback 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
  135. 135. Trust erode build TRUST CAPITAL Reputation And Recommendation Patterns And Preferences higher FUD lower FUD positive feedback 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
  136. 136. TRUST RISK IDENTITY bonded but not related PRIVACY SECURITY IncreasingclosedIncreasingopen High Control High Value Justification of benefits Justification of barriers
  137. 137. Key question?
  138. 138. Who owns the digital you?
  139. 139. 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
  140. 140. Question for you?
  141. 141. Are you brave enough to stand alone?
  142. 142. I can deal with silence - only clap if clap
  143. 143. Your 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
  144. 144. take away’s
  145. 145. While you think about your response
  146. 146. Don’t assume
  147. 147. Trust could be the problem
  148. 148. Do you know the influencer
  149. 149. Market is completely open
  150. 150. Strategy is complex and expensive
  151. 151. Data is a commodity & ownership is unimportant. Value will be retained by those who get deep and dirty in the transformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, privacy is a setting, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen and customer metadata is king.
  152. 152. Thank you tony.fish@amfventures.com

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