how companies can position in new mobile internet models
DESCRIPTION
How Companies Can Position themselves to benefit from the New Mobile Internet Models. A presentation by David Cushman at Informa's Mobile Internet Portal Strategies due on May 20, 2008, in London.TRANSCRIPT
David Cushman
Bauer Consumer Media
How companies can position themselves in the new mobile internet media models
The science bit*
0
10
20
30
40
50
60
70
80
90
100
Then Now Next
Content
Ads
Services
*Warning: The value of content can go down, er that’s it actually
Content is worthless
Content is worthless
• Except that it isn’t
Content is worthless
• Except that it isn’t
• It gives us something to talk about
Content is worthless
• Except that it isn’t
• It gives us something to talk about
• Talking about stuff is where ideas turn into action
Content is worthless
• Except that it isn’t
• It gives us something to talk about
• Talking about stuff is where ideas turn into action
• Action is where value is created
Content is valuable
• Because of the because effect
Content is valuable
• Because of the because effect
• You won’t make money with it
Content is valuable
• Because of the because effect
• You won’t make money with it
• You will make money because of it
Content is valuable
• Because of the because effect
• You won’t make money with it
• You will make money because of it
• Eg Prince, Radiohead
Value chain is now a value web
Value chain is now a value web
Two disruptions
Value chain is now a value web
Two disruptions
• How, and by whom, content is being created
Value chain is now a value web
Two disruptions
• How, and by whom, content is being created
• How, and by whom, content is being distributed
The world we’re witnessing
Share
Trust
Connect
Community
The networked world
We Species wants…
To engage with the network
New rules for media?• Communities First• Niche NOT mass• 2-way flow NOT broadcast• Node OVER hierarchy• Networks NOT silos• Conversations NOT captured ID• Self-forming OVER directed• Real time, niche UGC OVER ‘news’• Relevance over ‘quality’• Cherish Reed’s Law (GFNT)
A community is a community…
Always on
Always with you
Always yours
What makes great community?
• Think Community First.• Encourage self-forming,
adhoc, non-directed groups of shared interest/purpose.
• Recognise the crucial role of ratings/reputation
• Activate co-creation of value
• Enable synchronous communication.
• Treat people as converged individuals
• Make tech barriers low.• Enable discovery of
people with shared interests
• Flow rather than focus• Put individual in control• Understand the
distinction between audience and community.
• A community is a community because of the connections formed between its members.
Starting a fire on the village green
• Curate content
• Allow customisation
• Manage the web of peer producers
• Contribute thehard-to-do
Two advantages
Always ready LBS
7th Mass Media1. It’s truly personal
2. It’s always on
3. It’s always with you
4. Has a built-in payment mechanism
5. Allows creationat the pointof inspiration
Screen size?
Mobile first
Itsmy.com
User-centric portals
• Mippin
User-centric portals
• Mippin• Widsets
User-centric portals
• Mippin• Widsets• Squace
They show the way
Our position in this ecosystem?
• To enable,
• To understand,
• To facilitate the connections.
• To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions.
Takeaways
Make money withcontent
UnderstandYour placearoundThe campfire
Don’t restrict the view!
Don’t restrict the view!
In summary
• You won’t make money WITH content but you will BECAUSE of it.
• Portals (sites) which focus on content, conversation and communities of purpose will create value.
• User-Centric Portals (community-enabled aggregators) will aid discovery.
• Enable communities to self-form and share what they trust. Don’t restrict the view!
David CushmanFasterFuture.blogspot.com Bauer