The Big M - Ewan's Presentation

Please, Mr Operator…by Ewan MacLeod

Editor, Mobile Industry Review

@ew4n @mobileindustry

BIG FAN OF MOBILE

Contents

• About Me – Context• It’s getting annoying now• Here’s what I want to see• Questions

LONDON

MARLOW

Not aware of much at 4 weeks

FaceTime aware at 34

(8.5 months)

Obviously…

Work Life

• $1m in 1999– Internet communities, chatrooms, forums

• Discovered mobile with 3rd company– Impulse, 2003

• Last company exited for $24m– Data Centre Management Services

• Advise, consult, cajole– Operators, manufacturers, suppliers, developers

My first mobile business…

Why we’re screwed at the moment…

Is that all you’ve got?

“We’ve peered directly with top sites like Google, Facebook & Yahoo.”So your smartphone accesses those sites roughly 2-seconds faster than anyone else.

“We’ve upgraded our network with Nokia Siemens Networks cellular technology”

This keeps your iPhone’s battery working 29% longer every day

“If you put more than four devices on our network and spend over 100 pounds per month, all your UK calls and data usage are free.”

Everything. 0800, 0845, everything.

“We’ve implemented a special priority data access plan for our most enthusiastic data customers”

£29 per month gets you priority access on every one of our cell sites. So you’ll always be first.

“Use our network and we’ll guarantee you’ll never be a victim of domain spoofing.”

We’ll also automatically firewall every mobile data connection you initiate.

“We’ve put a satellite-connected transmitter/Femtocell on every train in the UK.”

You’ll always be connected

“We’ve configured our network so that if you have 3+ phones with us, you’ll be able to use the same number on each device.”

For calls and texts. Absolutely transparently. No one else in the UK can do this.

“We’ve integrated everything into one single point-and-click interface online. Everything.”

Geek? Good: You can do your own service provisioning right from our online control panel

“We’ll replace your iPhone within 8-hours, 24/7”

“Agree a 5-year contract, and every new iPhone and iPad is free.”

“We guarantee we have the fastest possible data connection to the internet. We have 12x 1 terabyte connections into our four UK data centres. That’s five more than our leading competitor. Click here to see our live traffic register. We’re the UK’s biggest purchaser of bandwidth. No one, absolutely no one, is faster.

(Sold!)

“Give us £1k up front and £150 a month. Everything is free. Any device, any data, any call.”

For as long as you’re a customer.

100 MILLIONHSBC customers

359 MILLIONVodafone customers, each with a credit relationship

STILL DICKING ABOUT WITH APP STORES & WIDGETS

Here’s what we need, and it’s going to be underpinned by the network…

Setting the scene

• It’s 1130am• Doing a meeting at hotel in High Holborn• Got a meeting with Nokia at 1pm– Great Windmill Street, near Piccadilly

• I’m carrying:– Tripod– Camera case– Laptop bag

• 15 minutes to get to Piccadilly

Google Maps: 5 minutes by car, 19 minutes by foot

Here’s what actually happened

Does this bus go past Great Windmill Street?

Is there time to consult the London Bus App?

Does this bus go past Great Windmill Street?

Is there time to consult the London Bus App?

[Doors closed]

What should have happened?

In the bar having the meeting

Chancery Court Bar & Grill

Ewan MacLeod120981207

2x Pot of Tea2x Coca Cola (330ml)3x Cookies

£23.19Service not included

It’s time to go… get the bill

Service:

£2.31

Total:

£25.50

Service:

£2.36

Total:

£25.55

Service:

£2.66

Total:

£25.85

Service:

£2.88

Total:

£26.09

Service:

£3.50

Total:

£26.69

Service:

£3.50

Total:

£26.69

Debit my bank account, add to transaction list

Add as a business expense in my accounts system

File a ‘good’ feedback for the waiter, bar & hotel

Add to my hotel record

Searchable!

Travel

When I take more than 5 steps in one direction, assume I’m traveling to my next appointment

So help me out…

Live Bids

Black Taxi: from £8.95

Live Bids

Limousine: from £18.95

Live Bids

Bus: from £1.55

Live Bids

Bus: from £1.55

Tube: from £2.00 +9 mins

+4 mins

Live Bids

Bus: from £1.55

Tube: from £2.00

Pink 4x4 Limo: from £15.95

+9 mins

+4 mins

Live Bids

Bus: from £1.55

Tube: from £2.00

Limo Bike: from £15.95

+9 mins

+4 mins

Live Bids

Bus: from £1.55

Tube: from £2.00

Limo Bike: from £15.95

+9 mins

+4 mins

Live Bids: Black Taxi

Black Taxi, G. Smith£8.95, WiFi-on-board

Addison Lee£12.55, Free newspaper

Black Taxi, N. Reece£15.29, Bottled Water+WiFi

Black Taxi, H. Flannery£16.95, aircon, +50 rep

Minicab, L. Davies£6.99

Minicab, M. Gordon£6.79

Showing Taxi list…

Addison Lee£12.55, Free newspaper

Black Taxi, N. Reece£15.29, Bottled Water+WiFi

Black Taxi, H. Flannery£16.95, aircon, +50 rep

Minicab, L. Davies£6.99

Minicab, M. Gordon£6.79

Black Taxi, G. Smith£8.95, ETA 13:08

Last Used: 8 days agoArrival: 1.2 minutesInsurance: ApprovedIdentity: Verified++

Feedback: “Great always” – Ed H.

Black Taxi, G. Smith£8.95, ETA 13:08

Last Used: 8 days agoArrival: 1.2 minutesInsurance: ApprovedIdentity: Verified++

Feedback: “Great always” – Ed H.

Book Now

Swipe to book…

David’s Calendar

13:00 Meet with Ewan

Ben’s Calendar

David’s Calendar

Ben’s Calendar

This is all sort-of possible today

It just takes 10 minutes of faffing

It just takes 10 minutes of faffin

It just takes 10 minutes of faffing

It just takes 10 minutes of faffing instead of one 18ms request

We’re still in the Fisher Price Age

Flowers for mum, now?

Why do I have to specify a physical transfer protocol?

Home address?Newspaper?Email address? Breakfast?Swipe-of-your-card?

Check-in? If only it was like FourSquare…

Extend the check-out to 5pm. Now.

Have you got a Nectar card? What do you think?

PayPal 2020

Ewan MacLeodewan@ewan.net

RaamThrakar

Ed Hodges

Pay Raam now…

PayPal 2020

Raam Thrakar

£12.2050% of Pizza Express balance

PayPal 2020

Raam Thrakar

£12.2050% of Pizza Express balance

Location, context aware

Device Interface Goes Here

Surfacing or discovering ‘apps’

DeviceInterface

Walk into an area where there’s a service available

Gelato ReviewsHire an car

Pizza ExpressPizza Hut

A new way of working

User Interface

Device

ServicesServices Services

Network

The Beginnings

• BlueVia from Telefonica– User Context• Phone, contract/PAYG, bandwidth

– Control basic network functions– Carrier grade infrastructure… duh– Integrated billing & revenue share– oAuth/API

Watch closely any opportunity to get involved with the operators

Questions?

ewan@mobileindustryreview.com+44 7769 658 104@ew4n

The Big M - Ewan's Presentation

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