the future of content management when the mobile broadcasts intent
DESCRIPTION
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.TRANSCRIPT
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The future of Content management when the mobile Broadcasts Intent
#tonyfish
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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.
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Key Points
The customer is the productThe customer is the providerThe customer is in control of their intentClose the customer feedback loopIt will all happen on a “device”
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You as a professionalYou as a professional You as a one of 7 bn peopleYou as a one of 7 bn people You as a persona
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“I was wrong!”
Purpose is primary AndProfit is secondary
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“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."
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Purpose
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Stuff that costslots of money
Stuff that has to be big
strategyconsulting
trivia disruption
Stuff money cannot buy
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Structure
• My Digital Footprint• Mobile• Identity• Intent• Problems• Tip, Tool and Fact
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A Two Sided Digital Business Model where your Privacy will be someone else's business !
Tony Fish Oct 2009
Free on lineFree PDFKindlePrint
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How I react to analysis of my data
How my social group in influenced by the analysis of my data
Data embedded in my content and
interactions
Data embedded in my content and
interactions
Data embedded in my social
networks content and interactions
with me
Data embedded in my social
networks content and interactions
with me
What I say about myself
What I say about myself
What others say about
me
What others say about
me
What the analysis says about
What the analysis says about
What the analysis says about me in my social context
What the analysis says about me in my social context
What is a digital footprint?
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mashup
create
consume create
create consume
consume
MMD
WMDBMD
mashup value from mobile, web and broadcast
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value from mobile, TV and web data
Broadcast/ Listen
WEBMOBILE
AttentionBrowseSearch
ClickCreate
ConsumerLocationAttentionBrowseSearchTimeWhoClickCreateConsumePresence
ViewPreference
TimePresence
Point of inspirationPoint of entertainmentPoint of need
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Why is mobile so important?
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who
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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
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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
Ecosystem in balance
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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/
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The six screens of life
Screens of life
Public
Private
Fixed
Carried
Carry
shared
personal
Carry communicate
Carry informational
CinemaTV
PCCar TV/ Airplane
Mobile Phone/PDAiPod/ DAB
mobile content
mobile content
Consumption of digital media
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6 screens of life
big screens small screens
Cinema (shared with other members of the public)
TV (shared privately within our homes)
PC (personal or shared use)
Fixed/Portable Players (fixed devices in things that move such as cars, planes, etc)
Information screens e.g. iPod, radio
The mobile device, an individual and personalised handheld device
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Creation/ Publish
PrivatePersonalCollaborationPublicSecret
Blog
Wikki
Journal
Book
Paper
TV
Movie
Music
Consumption
Screens of life
Public
Private
Fixed
Carried
Carry
shared
personal
Carry communicate
Carry informational
Relevance
Voting
Index
Tags
Search
ID
Footprint
Verification
Attention
Payment
Location
‘Portability’
Value between creation and consumption
Content managementDRM toolsAd engines
UI, navigationService, storage, backup
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digital footprints – context
Collection, store, analysis and value created from digital data from mobile, web and TV
Proof of who I am– Driving licence– Bank details– Credit history– Social security– Certification
Regulated and institution controlled
identity privacyblack hole of debate
digital footprint
Control/ settingEmotionalPreferenceStatusRegulationLaw
public/ private
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Who creates identity?
– not me
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• 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
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an identity doesn’t create value
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Source: My Digital Footprint http://www.mydigitalfootprint.com/
physical mebehavioural me
claims and history me
DNA
finger print
iris scan
medical recordsacademic achievements
professional achievements
images
photos
voiceeye colour
hair colour
height
home addresses
brands
events
bank and credit
patterns
routesroutines
activity
Social me
cost value
from others
from me
usage
blogs tweets
habits
friends
likes
comments
attention
preferences
links
blogs
friends likes
comments
links video
tagsofficial documents video
photos
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Google doesn't want your identity – it wants the data that gives you identity
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trigger(spike)
reflection(pulse)
refinement(wave)
stable(signal)
reputation
influence
authority
relevancy
preference
credibility
trust
reach
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Signal
Spike
Pulse
Wave
Trend
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The model
store
click data
content
my data analysis value
ownership and
movable
algorithm =
differentiation
rights and cash
digitalfootprint
Behavioural DNA
feedbackloop
(sensory.net)
social data
collection
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Actual User Data
Actual User Data
Actual User Data
“The Business”
The User
Direct feedback
In Direct feedback
collection store analysis value
FriendsSocial
Norms
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I own my Data I Give up my Data
1 Pay for enhancement to service (subscription or one off)
2 Trade data for enhancement directly with service provider
3 Trade data for enhancement via a third party (indirect) such as an aggregation party
4 Pay for services directly (subscription or one off)
5 Trade data for service directly with service provider
6 Trade data for services via a third party (indirect) such as an aggregation party
7 Pay to protect your identity
8Enable 3rd party to use and exploit your data to generate benefits in kind and / or cash for a percentage of revenue
Model
Enable 3rd party to use and exploit their data to generate benefits in kind and / or cash for a percentage of revenue
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Here’s the issue…
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intelligence
an
aly
sis
personalisation
passive activity
what we do
what the web does
The Internet needs you!
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web services
and value
creation of content
consumption of content
data store
analysis
Source http://www.mydigitalfootprint.com
Symbiotic Relationship Web business depend on consumer data
Data
business consumer
dig
ital
dat
a tr
ade
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Shades of data abuse
acceptable unacceptable
TRAITSOpen
TransparentKnownTrusted
Value addEngaging
TRAITSClosedSecret
UnknownUn-trusted
Value destroyingFraud/ theft
bliss annoying creepy disturbing unethical
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@kevinmarks
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Can you control it?
Purchasebehaviour
Payment experience
settlement
Screenexperience
DeviceSoftwareNetworkBillingAccessSetupApplicationsMemory
WhenWhen InfluenceTimeLocationNeedPressureUrgencyContext“place”Touch
CardWalletBalanceCreditHistoryCashMachineLocationTechnology
CardBankReceiptsEtherClearing
What data for - Loyalty?- Rewards?
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Value Chain
CustomerClassical thinking…… CRM
CRM
CustomerVRM
Doc’s thinking…… VRM, and CRM is a special case
"target," "capture," "acquire," "lock in,“ "direct," "own," "manage,"
Value Chain’s
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CHANGING
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Stuff social into
old thinking
Economic model
is social
I control ROI
Our terms
No control ROH
Your terms
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customerS
pend
ing
cash
As
the
prod
uct
loyalty
cost
reward
marketing
BRANDvalues
experience
Switching costs
comparison
Retain margin
pricing
position
data
analysis
steer
Market pressures….
Mobile makes it easy to swop, compare and reduces barriers…..
Conflict between driving cost out and bringing in more engagement.
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http://www.mydigitalfootprint.com/ © AMF Ventures 2009Creative Commons Attribution 2.0 UK: England & Wales License.
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
Inputscollection
outputsvalue
who benefits
motivation
databasestore/analysis
Clo
sed
loop
of
feed
back
and
im
pro
vem
ent
trade or barter
billing
accuracy colour
intent
activity
AASprotection
Behavioural DNA
two worlds collide
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Store
“Old Data”
Analysis
“Real Time Data”
Analysissignalssentimentintent
context, insights, feedback,fraud, behaviour, personalisation,
About to occur
“iData”
rear-view mirror
on display
Collect
Sensor data
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Fact, Tool and Tip
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FACT We can only ever think we know
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“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."
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Tool
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Questions
How is All Data and My Data related?
Do you believe that everyone has the same opinion as you?
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6 models for ALL DATA and My DATA
The Righteous model The Visionary model The Idealistic model
The Evolution model The Private model The replication model
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Questions
How are My Data and Identity related?
Do you believe that everyone has the same opinion as you?
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The 5 models of My Data and Identity
The Related model The Inseparable model
The Subset model The GreaterThan modelThe Multiple Me model
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Questions
How are My Data and My Rights related?
Do you believe that everyone has the same opinion as you?
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The 4 models of My Data and Rights
The Extension model The Control model
The Right model The Real model
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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?
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Work out your own attitude towards
how you want your own data to be treated; first!
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Work out your companies attitude towards your personal data;
second
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Work out your companies attitude towards your
CUSTOMERS data; third
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Articulate your perception of
creepy in terms of the gaps in
expectations
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Tip
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understanding the analysis issue
original data
build algorithm
behavioural model
current individual
dataall new user
data
improve algorithm
algorithm
your data
trigger or threshold
Alert/ Action
credit card
• single usefulness• norms provide good prediction• socially acceptable• single data set
existing data
existing analysis
recommendation
• multi user input data• multiple output• influence rather than outcome
new data (user)
new data (social)
intent
reputationdiscovery
protection
personalisationtrade/ barter
context
CHAOS (develop linkage)
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Simple errors - bias
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Thinking CMS and CRM
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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
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our frustration is that those with lower risk have higher authority
and that limits our own personal reach, scope, creativity and aspiration
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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.
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Thank you
#tonyfish