A Two Sided Digital Business Model where your Privacy will be someone else's business !

Observations • Let’s be clear, everyone wants to be able to gain knowledge about you

as a consumer and then milk the trade or barter.

• What is the relationship between Facebook and a broadband pipe• Is there a relationship between Mac OS and MySpace• Does an ISP collect data about a users search or Google• Using mobile payment, flirting, dating, click ads, latitude you give up your

data

• The broadband model is simple, pay …computer/ access • Applications, content and services are a mix of free and paid for

• Is there any reason why mobile should be different?

Yes…. because

mobile can do ‘stuff’ that you cannot

do on the web and via broadcast

Value from mobile, broadcast and web

Broadcast

WEBMOBILE

AttentionBrowseSearch

ClickCreate

ConsumerLocationAttentionBrowseSearchTimeWhoClickCreateConsumeView

PreferenceTime

Presence

the implication is that

in simple terms the model becomes

Store Analysis ValueCollection

click data

content

my data

social data

Col

lect

ion

Val

ue

Sto

re

Ana

lysi

s

digital footprint

behavioural DNA

service improvement(existing)

web TV mobile m2m

service discoverynew

web TV mobile m2m

trade or barter

If we now add in where the user is

we see the user appears twice

as a provider

and as a consumer

Actual User Data

Actual User Data

Actual User Data

The User

Direct feedback

In Direct feedback

collection store analysis value

the provider the consumer

adding where the business should be situated

we get a two sided model with

the user on both sides !

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

collection store analysis value

FriendsSocial

norms

never has it been more important than being

close to your customer

assuming you have a customer!

open is not the debate

who owns the data is the issue

UnIqUeNeSs

of mobile

More ‘OFF’

Less ‘ON’

Let’s put this in a matrix

physical passive

consumption

instruction

screen social analysis

sensory.netkey strokeclick touch

boring exciting

example of why exciting…

storemoveable

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

collection

analysisvalue

THE FISH TAIL types of digital footprint

• Short bursts – food

• Changing– music

• Continuous– location

• One off

The important issue is not the type

but how quickly you can replicate the data

As if I can replicate quickly

I have no need to be loyal

Class of Data Replication ExamplesSelf Social Graph

Billing Short None noneName Short NoneAddress Short none noneIMEI/ device history Long preference/ adoption interworking/ recommendationLocation Short preference contextWeb Medium preference noneApplication download Medium preference recommendationAdverts received Short focusAdverts responded Never! preference recommendationConsumption media Medium preference recommendation

music Medium preference recommendationPhone Book short social/ ease of use social servicesCall record Never! preference closest friendsPayment record short none noneClick data short preference recommendationMpayment Never! preference none

Value to

Types of Digital Footprints & LinkageWhat assets does the mobile operator have?

Your Digital History

Length provides barrier to entry

How long would it take toreplicate the data setHow unique is the data?

Your Digital History

Can be Loyal to many whosereplication is short.

Very loyal to long.

Variation by Age

This is relative

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

8 Enable 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

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.

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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