Tony Fish CEO [email protected] Page 1
Future of Mobile - WorkshopWhere are the business models – Nov 2009
Tony Fish [email protected] +44 7808 142121
Tony Fish CEO [email protected] Page 2
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….
Tony Fish CEO [email protected] Page 4
Tony Fish CEO [email protected] Page 6
access create
consume mashup!mobile internet
mobile2 mobile web 2.0
Tony Fish CEO [email protected] Page 9
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
Tony Fish CEO [email protected] Page 10
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
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technology
company
service
owned
android
mobile OS
framework
platform
mobile broadband
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TV
WEBMOBILE Location
AttentionBrowseSearchTimeWhoClickCreateConsumePatterns
AttentionBrowseSearch
TimeClick
CreateConsumePatterns
AttentionTime
ConsumePatterns
Tony Fish CEO [email protected] Page 37
In simple terms
Data from
platforms
click data
content
my data
Data analysis
Value
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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)
Tony Fish CEO [email protected] Page 45
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
Tony Fish CEO [email protected] Page 46
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
Tony Fish CEO [email protected] Page 47
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
Tony Fish CEO [email protected] Page 49
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
Tony Fish CEO [email protected] Page 55
device
tethered
generic
network
platformapplications & content
closedopen
proprietary
All IP network
deliver capture
closed ecosystem
open ecosystem
Tony Fish CEO [email protected] Page 56
device
tethered
generic
network
platformapplications & content
closedopen
proprietary
All IP network
deliver capture
closed ecosystem
open ecosystem
Mob
ile to
day
!
WEB t
oday
!
Tony Fish CEO [email protected] Page 71
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.
Tony Fish CEO [email protected] Page 73
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
Tony Fish CEO [email protected] Page 74
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
Tony Fish CEO [email protected] Page 82
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
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Tony Fish CEO [email protected] Page 86
Why speak to Tony Fish 07808 142121
funding
strategy non exec
implementation
knowledge
workshops
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