Future of Mobile Workshop

Tony Fish CEO [email protected]

Future of Mobile - WorkshopWhere are the business models – Nov 2009

Tony Fish [email protected] +44 7808 142121


AMF Ventures provides professionalconsulting services that will enable your enterprise to build returns within

the constraints of 1.0 and be ready to exploit opportunities created by 2.0 thinking and beyond….


Agenda – CBA


www.mashupevent.com


access create

consume mashup!mobile internet

mobile2 mobile web 2.0


Where mobile web thinking was 2006


mobile content

mobile content

Harnessing Collective

Intelligence

Capturing Content at the

Point of inspiration

Extending the web

Mobile web 2.0

I am a tagmy identity

I am a tagmy identity

multilingualmobile access

multilingualmobile access

digital convergence

digital convergence

mobilesearch

mobilesearch

AJAX/widgets

AJAX/widgets

Uniquely mobile

LocationLocation


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

friendsholiday

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

PersonalTagging

Professionalcapture

concert

music

colleaguesgathering

Personalcreation

Personalcapture

SportNews

Point of entertainment

Events


before we do where thinking is up to…


let’s do what “mobile web 2.0” is not….


technology

company

service

owned

android

mobile OS

framework

platform

mobile broadband


by the way


I don’t care if you call mobile web 2.0


Mobile 2


Mobile 2.0


Next gen mobile


MW2


or any other flavour


what I do care about, is


that you engage in thinking and debate


so Mobile Web 2.0 is….


all about


UnIqUeNeSs


The correct question is ..


What can you do on a mobile, that


you cannot do on any other platform ?


other platforms are…


WEB (internet, access, IP)


Broadcast (TV, radio)


Mobile (wi’x)


here is the story


UnIqUeNeSs


TV

WEBMOBILE Location

AttentionBrowseSearchTimeWhoClickCreateConsumePatterns

AttentionBrowseSearch

TimeClick

CreateConsumePatterns

AttentionTime

ConsumePatterns


In simple terms

Data from

platforms

click data

content

my data

Data analysis

Value


If you own the data and the analysis


you own the value


to own the data, you need to have


control the platforms and you


need the cloud with a client


Why is Google doing what it is doing?


In typical terms

Store

click data

content

my data

Analysis Value

ownership and

movable

algorithm =

differentiation

rights and cash

digitalfootprint

Behavioural DNA

feedback

(sensory.net)


digital footprint and behavioural DNA

digital footprint

Click

content

my

behavioural DNA

INPUT

ANALYSIS

OUTPUT

service improvement(existing)

web TV mobile m2m

service discovery(new)

web TV mobile m2m

trade or barter


Example – mobile security

store

moveable

digital footprint

behavioural DNA

adverse behaviour

Click

content my

normal behaviour

graceful opening

location route timeroutine

restrictions

unique override

closing time

Take raw data to new provider

confidence

assurance


Source AMF Ventures www.amfventures.com

Doing traditional stuff, search, buy, find, map etc

Automated data pick upIn complex terms

10% 20% 30% 40% 50% 60% 70% 80% 90%

measure of time

TV

.. in front of the PC

…spent with a mobile in your pocket

from mobile internet

from watching TV

from engaging with a PC/Web

generated from a mobile device

typical day 10% 20% 30% 40% 50% 60% 70% 80% 90%0%

0% 100%

100%

value generated from data analysis

measure of value


so what data do “they” want?


contextpersonalis-

ation

recommend-ation

requirement/ enforcement/policy

security trust loginauthentication

proof

recognition/ desire/ peer pressure/ community

attention location time searchcontentcreate

Identity

access

contentconsume

purchase

banking discoveryreputation

corporate

Digital Footprint

individual community

inputs

outputs

who benefits

motivation

database

Clo

sed

loop

of

feed

back

and

im

pro

vem

ent

trade or barter

billing

accuracy colour

intent

activity

advertisingprotection

In detail


Different direction – ecosystem discussion


So why is the web working and mobile not?


Some are part of open eco-systems


Some are part of closed ecosystems


and some are not sure!


device

tethered

generic

network

platformapplications & content

closedopen

proprietary

All IP network

deliver capture

closed ecosystem

open ecosystem


device

tethered

generic

network

platformapplications & content

closedopen

proprietary

All IP network

deliver capture

closed ecosystem

open ecosystem

Mob

ile to

day

!

WEB t

oday

!


so what?


who does it effect and how…


2.0 thinking does effect everyone here and …


and every aspect of your business


developer & design


application interface and structure


service


delivery


trust


brand


position


strategy


regulation and policy


because…


Access 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 data in, stored and out.

In the New Kingdom, Loyalty is Dead, Trust is the Challenger, the Princes’ are Editors, the

Princesses are Simplicity, Attention is Queen and Metadata is King.


Where are the business models


contextpersonalis-

ation

recommend-ation

requirement/ enforcement/policy

security trust loginauthentication

proof

recognition/ desire/ peer pressure/ community

attention location time searchcontentcreate

Identity

access

contentconsume

purchase

banking discoveryreputation

corporate

Digital Footprint

individual community

inputs

outputs

who benefits

motivation

database

Clo

sed

loop

of

feed

back

and

im

pro

vem

ent

trade or barter

billing

accuracy colour

intent

activity

advertisingprotection

In detail


Potential Business models

digital footprint

Click

content

my

behavioural DNA

INPUT

ANALYSIS

OUTPUT

service improvement(existing)

web TV mobile m2m

service discovery(new)

web TV mobile m2m

trade or barter


Part 2 – thinking about the same problem


There is an important question?


How will the “purchase decision change”


As you are not buying anything that you


You currently sell/ buy


‘Rainbow of Trust’


untrusting and stupid

untrusting and wise accept authority one-way my-way

dangerous cautious structured simple open

• give up data without thought• passive• click on anything• no firewall• loss of ID• follow and lead• early and late• social leads

• selective• privacy protected• many persona• thoughtful• advised

• likes portal• mass market• must work• simple• marketing works

• banking• know limits• will explore• follow• will expand

• un-tethered• fashion• no help• discovery• push boundaries• social lead

Rainbow of Trust Based on alternative market segmentation


some companies get it…


Why speak to Tony Fish 07808 142121

funding

strategy non exec

implementation

knowledge

workshops


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Future of Mobile Workshop

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Transcript of Future of Mobile Workshop