Mobile has many advantages and new ones keep appearing.  Given that the mobile is available at the point of inspiration we have learnt to capture content and share it…… The mobile is also available at our point of need.  The market structure today for need is based on the ability to deliver relevant search based on context but this is being challenged by intent. Aka CMS and CRM Intent is where  the user is in control. The user broadcasts what they need and local providers bid to meet the need.  This is a significant change that will find it place and it will affect how companies offer and deliver services.

1. The future of Content management when the
mobile Broadcasts Intent
#tonyfish

2. Overview
• Mobile has many advantages and new ones keep
appearing. Given that the mobile is available at the point of
inspiration we have learnt to capture content and share it……
• The mobile is also available at our point of need.
• The market structure today for need is based on the ability to
deliver relevant search based on context but this is being
challenged by intent. Aka CMS and CRM
• Intent is where the user is in control.
• The user broadcasts what they need and local providers bid to
meet the need. This is a significant change that will find it
place and it will affect how companies offer and deliver
services.

3. Key Points
The customer is the product
The customer is the provider
The customer is in control of their intent
Close the customer feedback loop
It will all happen on a “device”

4. You as a professional
You as a one of 7 bn people
You as a persona

5. “I was wrong!”
Purpose is primary
And
Profit is secondary

6. “If we do not make opinions clear,
we will simply find confirmatory
facts. …..
No one has ever failed to find the
facts they are looking for."

7. Purpose

8. Stuff money
cannot buy
disruption
trivia
Stuff that
has to be big
strategy
consulting
Stuff that costs
lots of money

9. Structure
•
•
•
•
•
•
My Digital Footprint
Mobile
Identity
Intent
Problems
Tip, Tool and Fact

10. Free on line
Free PDF
Kindle
Print
Tony Fish Oct 2009
A Two Sided Digital Business Model where
your Privacy will be someone else's business !

11. What is a digital footprint?
How I react to analysis
of my data
Data embedded
in my content and
interactions
What I say
about
myself
Data embedded
in my social
networks content
and interactions
with me
What others
say about
me
How my social group in
influenced by
the analysis of my data
What the analysis
says about
What the analysis
says about me in
my social context

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

13. value from mobile, TV and web data
Attention
Browse
Search
Click
Create
Consumer
WEB
Broadcast/ Listen
View
Preference
Time
Presence
MOBILE
Location
Attention
Browse
Search
Time
Who
Click
Create
Consume
Presence
Point of inspiration
Point of entertainment
Point of need

14. Why is mobile so important?
on this screen
content
who
where
in this earpiece
time
direction
intent
consume
createion
x

15. mobile
content
Capturing
Content at the
Point of
inspiration
I am a tag
my identity
AJAX/
widgets
Mobile web 2.0
Harnessing
Collective
Intelligence
digital
convergence
Extending the web
multilingual
mobile
access
Uniquely mobile
mobile
search
Location

16. Ecosystem in balance
Point of inspiration
User creates content and publishes it
Personal
capture
Personal
creation
User
News
Personal
Tagging
Device
e.g phone
smartphone
Events
Access
e.g GSM
WiFi
UMTS
Platform
Enablers
e.g publishing
e.g hosting,
integration with WWW
e.g search
e.g payment
security, DRM
Sport
Events
News
Sport
User
Device
Access
Platform
Enablers
Professional
Editing
Content created for the user to consume
Point of entertainment
Content
creation
Professional
capture

17. 10 unique benefits of mobile
…. is available at the point of creative inspiration
…. has the most accurate audience measurement
.… captures the social context of media consumption
…. empowers the user – think Intent
…. the first personal mass media
…. is permanently carried
…. is always on
…. has a built-in payment mechanism
…. offers a digital interface to the real world
…. touch made computing human
http://www.tomiahonen.com/

18. Consumption of digital media
Screens of life
shared
Public
The six screens
of life
Cinema
TV
Private
personal
Fixed
Carried
Carry
PC
Car TV/ Airplane
Mobile Phone/PDA
iPod/ DAB
Carry communicate
Carry informational
mobile
content

19. 6 screens of life
big screens
Cinema (shared with
other members of the
public)
TV (shared privately
within our homes)
PC (personal
or shared use)
small screens
Fixed/Portable
Players
(fixed
devices in things that move such as
cars, planes, etc)
The mobile device, an
individual and personalised
handheld device
Information
screens e.g.
iPod, radio

20. Value between creation and consumption
Creation/ Publish
Consumption
Relevance
Blog
Private
Personal
Collaboration
Public
Secret
Wikki
Voting
Index
Tags
Journal
Book
Paper
Screens of life
Search
shared
Public
Private
ID
personal
Footprint
Fixed
Verification
TV
Attention
Movie
Carried
Payment
Music
Content management
DRM tools
Ad engines
Carry
Location
Carry communicate
‘Portability’
Carry informational
UI, navigation
Service, storage, backup

21. digital footprints – context
public/
private
identity
black hole
of debate
privacy
Proof of who I am
–
–
–
–
–
Driving licence
Bank details
Credit history
Social security
Certification
Regulated and institution
controlled
digital
footprint
Collection, store, analysis and
value created from digital data
from mobile, web and TV
Control/ setting
Emotional
Preference
Status
Regulation
Law

22. Who creates identity?
– not me

23. •
•
•
•
•
•
•
•
•
government
education
parents
family and friends
influencers, filters and those I follow
news
Bias and experience
beliefs that I like
my behaviour, habits, routes and routines
So who creates identity? : no one

24. an identity doesn’t create value

26. height
brands
activity
patterns
usage
DNA
hair colour
finger print
physical me
eye colour
voice
iris scan
images
behavioural me
routes habits
events
routines
preferences
attention
value
cost
bank and credit
professional
home
addresses achievements
claims and history me
official documents
medical records
academic
achievements
from me
blogs
tweets
photos
links
video comments
photos
friends
blogs
Social me likes
video
comments tags
links
friends
likes
from others
Source: My Digital Footprint http://www.mydigitalfootprint.com/

27. Google doesn't want your identity –
it wants the data that gives you identity

28. reputation
influence
reach
trigger
(spike)
trust
stable
(signal)
reflection
(pulse)
authority
refinement
(wave)
relevancy
credibility
preference

29. Signal
Wave
Spike
Trend
Pulse

30. The model
click data
content
my data
store
analysis
value
ownership
and
movable
algorithm
=
differentiation
rights
and
cash
(sensory.net)
social data
collection
digital
footprint
Behavioural
DNA
feedback
loop

31. In Direct feedback
Norms
Social
Friends Actual
Actual
User
Actual
User
Data
User
Data
Data
“The
Business”
The User
Direct feedback
collection
store
analysis
value

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

33. Here’s the issue…

34. The Internet needs you!
what we do
what the
web does
analysis
intelligence

35. Symbiotic Relationship
web
services
and
value
analysis
data
store
digital data trade
Web business depend on consumer data
creation of
content
Data
consumption
of content
business
Source http://www.mydigitalfootprint.com
consumer

36. Shades of data abuse
acceptable
TRAITS
Open
Transparent
Known
Trusted
Value add
Engaging
unacceptable
bliss
annoying
creepy
disturbing unethical
TRAITS
Closed
Secret
Unknown
Un-trusted
Value destroying
Fraud/ theft

37. @kevinmarks

38. Can you control it?
Purchase
behaviour
Screen
experience
Device
Software
Network
Billing
Access
Setup
Applications
Memory
When
When
Influence
Time
Location
Need
Pressure
Urgency
Context
“place”
Touch
settlement
Payment
experience
Card
Wallet
Balance
Credit
History
Cash
Machine
Location
Technology
Card
Bank
Receipts
Ether
Clearing
What data for
- Loyalty?
- Rewards?

39. Classical thinking…… CRM
CRM
Customer
"target," "capture," "acquire," "lock in,“
"direct," "own," "manage,"
Value Chain
Doc’s thinking…… VRM, and CRM is a special case
VRM
Customer

42. CHANGING

43. Stuff social
into
old thinking
I control
ROI
Our terms
Economic
model
is social
No control
ROH
Your terms

44. Market pressures….
reward
comparison
loyalty
values
Retain margin
position
customer
As the product
BRAND
Spending cash
pricing
data
analysis
steer
experience
Switching
costs
marketing
cost
Mobile makes it easy to swop,
compare and reduces barriers…..
Conflict between driving cost out
and bringing in more engagement.

45. two worlds collide
http://www.mydigitalfootprint.com/
Creative Commons Attribution 2.0 UK: England & Wales License.
motivation
Inputs
collection
recognition/ desire/ peer pressure/ community
requirement/ enforcement/policy
security
trust
authent
ication
login
© AMF Ventures 2009
attention
proof
location
time
search
content
create
activity
Digital Footprint
Identity
access
outputs
value
who
benefits
banking
content
consume
corporate
Behavioural DNA
intent
billing
purchase
AAS
reputation
discovery
recommendation
protection
personalisation
trade or
barter
context
individual
community
accuracy
colour
Closed loop of feedback and improvement
database
store/analysis

46. Analysis
context, insights, feedback,
fraud, behaviour,
personalisation,
“iData”
About to occur
rear-view mirror
on display
Collect
Store
Analysis
“Real Time Data”
“Old Data”
Sensor
data
signals
sentiment
intent

47. Fact, Tool and Tip

48. FACT We can only ever think we know

49. “If we do not make opinions clear,
we will simply find confirmatory
facts. …..
No one has ever failed to find the
facts they are looking for."

50. Tool

51. Questions
How is All Data and My Data related?
Do you believe that everyone has the
same opinion as you?

52. The Righteous model
The Evolution model
The Visionary model
The Idealistic model
The Private model
The replication model
6 models for ALL DATA and My DATA

53. Questions
How are My Data and Identity related?
Do you believe that everyone has the
same opinion as you?

54. The Inseparable model
The Related model
The Subset model
The Multiple Me model
The 5 models of My Data and Identity
The GreaterThan model

55. Questions
How are My Data and My Rights related?
Do you believe that everyone has the
same opinion as you?

56. The Extension model
The Right model
The 4 models of My Data and Rights
The Control model
The Real model

57. The user driven economy: how the
customer is taking control in the
digital world
• To what extent is the customer becoming
empowered in their relationship with
brands?
• What can brands do to take advantage of
the empowered customer?
• How are brand/customer relationships set
to change over the next twelve months?

59. Work out your own
attitude towards
how you want your
own data to be
treated; first!

60. Work out your companies attitude
towards your personal data;
second

61. Work out your companies attitude towards your
CUSTOMERS data; third

62. Articulate your
perception of
creepy in terms of
the gaps in
expectations

63. Tip

64. understanding the analysis issue
credit card
original
data
current
individual
data
new data
(user)
new data
(social)
all new user
data
build
algorithm
existing data
improve
algorithm
behavioural
model
CHAOS
(develop linkage)
algorithm
existing
analysis
intent
your data
context
trigger or
threshold
Alert/ Action
•
•
•
•
single usefulness
norms provide good prediction
socially acceptable
single data set
protection
reputation
personalisation
discovery
trade/ barter
recommendation
• multi user input data
• multiple output
• influence rather than outcome

65. Simple errors - bias

66. Thinking CMS and CRM

67. Your data is a commodity & ownership is
unimportant. Value will be retained by
those who can get deep & 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, data is king and creepy is our
political foe

68. our frustration is that those with
lower risk have higher authority
and that limits our own
personal reach, scope,
creativity and aspiration

69. and our annoyance is created
by those with a higher risk
propensity and a-can-do
attitude that want to take us
beyond our own boundaries of
expectation.

70. Thank you
#tonyfish