Mashups and new business opportunities

MASHUPS and NEW BUSINESS OPPORTUNITIES

Simon Winter, Nov 22, [email protected]@infontology.org

Overview• Mashups and emerging business • Business models• If you are not paying, you are the product being sold• The generatives• Ads, subscriptions, etc• Venture capital• Examples

The maps• Ted Valentin, serial entrepreneur• Online magazine business sold 2007, 1.5 MUSD• http://academicnetwork.se/• Maps for interest groups: ads, jobs, sushi, cafes, wifi, beaches,

secondary education, camping, hotels, flight, vintage, churches, hostels, restaurants, pizza, minkarta.se (mother site)• http://www.badkartan.se/Växjö/ • Most important skill for web entrepreneur: to be able to write

code.

The maps – Business model• Started as a mashup with google maps.• Provided an api.• Other developers can build applications on top of the api, being

served the Google ads from Teds account.

The maps• Taste graph http://www.tedvalentin.com/2010/09/smakgrafen-

interaktiv.html (sv)• Micropreneurship http://vimeo.com/album/218279/video/

11420046 (en)• APIs: http://www.opendata.se/2010/05/allakartorse-api.html

(sv/en)• My last 30 failures:

http://www.tedvalentin.com/2011/03/lardomar-fran-mina-senaste.html (en)

Computational X• http://www.kk.org/thetechnium/archives/2011/03/

computational_x.php• How to find an area that is next up for digitization?

• Linguistic analysis• Open calais, Yahoo content extraction, Saplo• http://textminr.com related to http:

//www.greedandfearindex.com/ (sentiment analysis for stock trading)

The hype cycle• http://www.readwriteweb.com/enterprise/2011/08/gartner-ad

ds-big-data-gamifica.php

The generatives• Kevin Kelly http://www.kk.org/thetechnium/archives/2008/01/

better_than_fre.php • Immediacy• Personalization• Interpretation• Authenticity• Accessibility• Embodiment• Patronage• Findability

Immediacy• A free copy will be available, but immediate access can have a

cost

Personalization• Pay for a film cut for your taste, medicine tailored to your

genetic characteristics

Interpretation• Software can be free, but support costs. Genetic code in the

future could be free, but you will pay to know what it means…

Authenticity• How do you know you are looking at the authentic video on the

Internet – you will pay to be sure of that.

Accessibility• A growing problem with owning bits of information, with

backup and updates. Pay to subscribe to the information you need when you need it.

Embodiment• The film might be free, but you will pay to watch it with others

or on a big screen.

Patronage• People will pay if they know the money reaches the right

persons. (Example: In Rainbows by Radiohead, 5 USD average contribution.)

Findability• Free doesn’t necessarily mean that something receives

attention. Pay for finding things.

• (Example: http://appauthority.org/ )

Other examples• Trust• Authenticity (not just epistemic/knowing)

Revenue models• http://www.longtail.com/the_long_tail/2008/01/what-does-th

e-m.html

Venture capital• Anoto• For growth

Springwise• http://www.springwise.com/food_beverage/restaurant-chain-a

ccepts-public-transport-card-loyalty-rewards/

The value of open APIs• Why 4sq has an API.

http://mediaevolution.se/sites/default/files/byggpadet.pdf (Publication mostly in Swedish, but this is and another interesting one in English with a focus on Social Media and open APIs for goverment innovation).• http://citizen20.redcut.ch/Citizen%202.0%20%28EN%29.pdf