Monitising mobile (data and infomation)

30 minutes and 126 slides [email_address] “ Monetising the mobile Internet”

I am not going to tell you more about

I am going to challenge you to

rethink as the direction you are

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 [email_address]

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 store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade

Do you believe, like me, that the

role of a consumer has changed?

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

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 Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue Enable 3 rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue 8 Pay for enhancement to service (subscription or one off) 1 Trade data for enhancement directly with service provider 2 Trade data for enhancement via a third party (indirect) such as an aggregation party 3 Pay for services directly (subscription or one off) 4 Pay to protect your identity 7 Trade data for services via a third party (indirect) such as an aggregation party 6 Trade data for service directly with service provider 5

this will not be another boring

presentation on mobile content

Location User individuality Personalisation Device pocketability Small Screen Micro payments Battery Awareness Size Weight Icon/ Bling 3 rd Party applications Usability Blogs Recommendation RSS SMS Content 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 use Remixability Services tags mtags metadata Voice to tag Voice Unified messaging Sync 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 tag my identity multilingual mobile access digital convergence mobile search AJAX/ widgets Uniquely mobile Location

Ecosystem in balance Enablers Platform Access Device User 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 Sport News Point of entertainment Events

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 Consumption of digital media

Value between creation and consumption 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’ Content management DRM tools Ad engines UI, navigation Service, storage, backup

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

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 Privacy Black hole of debate Digital Footprint Emotional Preference Status Regulation Law

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

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

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

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 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?

mobile can do ‘stuff’ that you cannot

do on the web and via broadcast

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

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 value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback loop (sensory.net) social data collection

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

If we now add in where the user is

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 Friends Social 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 Friends Social Norms

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

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

I assume you will consume on the 6 screens of life

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

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

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 records certificates, health, exam, DOB, Council, government, passport

understanding the analysis issue original data build algorithm behavioural model current individual data all 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 reputation discovery protection personalisation trade/ barter context CHAOS (develop linkage)

types of data input for a digital footprint

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

If Mobile Web 2.0 thinking is valid

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

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

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

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

and the business models become …..

I own my Data I Give up my Data Model Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue Enable 3 rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue 8 Pay for enhancement to service (subscription or one off) 1 Trade data for enhancement directly with service provider 2 Trade data for enhancement via a third party (indirect) such as an aggregation party 3 Pay for services directly (subscription or one off) 4 Pay to protect your identity 7 Trade data for services via a third party (indirect) such as an aggregation party 6 Trade data for service directly with service provider 5

and creating this world requires

a virtuous circle collection store analysis value TRUST RISK PRIVACY

bonded but not related TRUST RISK PRIVACY

build or erode privacy capital 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

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

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

build or erode risk capital 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 trust capital 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

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

rainbow of trust Based on a complementary market segmentation open simple structured cautious dangerous un-tethered fashion no help discovery push boundaries social lead banking know limits will explore follow will expand likes portal mass market must work simple marketing works selective privacy protected many persona thoughtful advised give up data without thought passive click on anything no firewall loss of ID follow and lead early and late social leads my-way one-way accept authority untrusting and wise untrusting and stupid

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 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

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.

Monitising mobile (data and infomation)

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