1. UnIqUeNeSs
of mobile
#mlife @tonyfish

2. Purpose

4. I am not going to tell

5. what you already know

6. I am going to challenge you to

7. rethink, as the assumptions you

8. make lead to missed

9. value and opportunity

10. Stand up

12. tonyfish www linkedin skype twitter facebook
CEO and Founder
tony.fish@amfventures.com

13. Down load this presentation from
www.slideshare.net/tonyfish

14. Contact:
Matt Nash
matt@oosocial.com
www.oosocial.com
acquisition and retention
in a social world

15. Contact:
Charles Curry
Charles.curry@chronostechnology.co.uk
www.chronostechnology.co.uk
synchronisation, time of day, location,
positioning and navigation
no sync = no network

16. Contact:
Stephen King
stephen@mob4hire.com
www.mob4hire.com
crowd source mobile apps testing

17. 3,500 entrepreneurs and
digital professionals
Register at www.mashupevent.com

18. Contact:
Frank Masson
Frank.masson@hartwoodservices.com
www.hartwoodservices.com
Communications &
Infrastructure Managed Services
We build networks

19. Contact:
Dan Scarfe
dan@dotnetsolutions.co.uk
www.dotnetsolutions.co.uk
Think Agile !
Software that
gets you noticed

20. 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.

21. Reassuringly Expensive
Strategy
Contact:
Me !

22. Assumptions

24. 3 minutes

25. Do you believe, like me, that there

26. is now a trade for your privacy?

27. 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

28. Do you believe, like me, that the

29. role of a consumer has changed?

30. 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

31. Do you believe, like me, that

32. Mobile is unique?

33. More ‘OFF’ : Less ‘ON’
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who

34. Do you believe, like me, that

35. we don’t understand the

36. true value of ‘behavioural DNA’ data

37. and behavioural data makes

38. prediction ‘valuable’

39. I believed enough to write

40. A Two Sided Digital Business Model where
your Privacy will be someone else's business !
Tony Fish Oct 2009

41. If you have the same beliefs

42. as me

43. this will not be another boring

44. presentation on value creation

45. If you don’t believe then

46. don’t clap at the end

47. focus on your blackberry

48. and we’ll all assume you should be

49. giving this presentation !

50. Longer version

51. 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

52. 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

53. 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

54. 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

55. In a digital world the role of

56. marketing is therefore to

57. light the 7th screen

58. 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

59. 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

60. many contentious issues with the

61. idea of a digital you

62. Private Public

63. 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

64. 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

65. date of birth – public or private

66. Look to History and we find Aristotle

67. “golden mean”

68. evil good evil
Not enough
inadequate
Too Much
excess

69. recklessness courage cowardice
DeficientExcess virtue

70. Public Private Public
broadcast TV,
newspapers, open,
contextual, edited and
time bounded
internet public, closed,
non-contextual, raw
and timeless

71. we need “new social rules”

72. A Two Sided Digital Business Model where
your Privacy will be someone else's business !
Tony Fish July 2009

73. digital identity physical identitybonds bridges
relationships
reputation
identity is split, but connected
privacyrisktrust

74. Definitions of digital footprint

75. Definitions of digital footprint
Education
Design
Data you leave
Holy Kaw

77. Why is mobile

78. a game changer?

79. you can do ‘stuff’ that you cannot

80. do on the web and via broadcast

81. mashup
create
consume create
create consume
consume
MMD
WMDBMD
mashup value from mobile, web and broadcast

82. 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

83. the implication is that

84. in simple terms the model becomes

85. in simple terms
store
click data
content
my data
analysis value
social data
collection

86. 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

87. If we now add in where the user is

88. we see the user appears twice

89. as a provider
and as a consumer

90. 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

91. Feedback is critical as it delivers

92. refinement, accuracy, context,

93. colour & flavour

94. adding where the business

95. should be situated

96. 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

97. 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

98. Where does this trade take place

99. The 6 screens of life

100. 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

101. However, now thinking

102. Mobile, TV and PC are dead words

103. There will be only screens

104. and the game is

105. getting it lit

106. Tony this is all b******t

108. However, two observations

109. However - usage and habits

110. However - usage and habits

111. UnIqUeNeSs
of mobile

112. Where is the value?
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who

113. What does all this mean?

114. There is no such thing as

115. The mobile Internet

116. The TV Internet

117. However, if 2.0 thinking is valid

118. Certain players are weak

119. as they cannot get critical “data”

120. 2.0 company’s are strong

121. as able to get ‘valuable’ data

122. because

123. the Internet is shifting

124. from a (Google) Ad centric world

125. to a (Facebook) relationship world

126. Therefore, is no such thing as

127. digital strategy…

128. mobile strategy…

129. social strategy…

130. There is only strategy

131. and really expensive strategy

132. Today you need to believe that

133. digital data = survival & growth

134. Digital allows you to find influence

135. and the influencer

136. and creating this world requires

137. a virtuous circle
collectionstore
analysis value
TRUST
RISK
PRIVACY

138. 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

139. 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

140. 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

141. TRUST RISK
IDENTITY
bonded but not related
PRIVACY SECURITY
IncreasingclosedIncreasingopen
High Control
High Value
Justification of benefits
Justification of barriers

142. Key question?

143. Who owns the digital you?

144. 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

145. Question for you?

146. Are you brave enough to stand alone?

147. I can deal with silence - only clap if
clap

148. 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

149. take away’s

150. While you think about your response

151. Don’t assume

152. Trust could be the problem

153. Do you know the influencer

154. Market is completely open

155. Strategy is complex and expensive

156. 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.

157. Thank you
tony.fish@amfventures.com