uniqueness of mobile

Tony Fish CEO [email protected] Page 1

AMF Ventures provides professionalconsulting services that will enable your enterprise to build returns within

the constraints of 1.0 and be ready to exploit opportunities created by 2.0 thinking and beyond….



UnIqUeNeSs


Where mobile web thinking was 2006


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


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


before we do where thinking is up to…


let’s do what “mobile web 2.0” is not….


technology

company

service

owned

android

mobile OS

framework

platform

mobile broadband


by the way


I don’t care if you call mobile web 2.0


Mobile 2


Mobile 2.0


Next gen mobile


MW2


or any other flavour


what I do care about, is


that you engage in thinking and debate


so Mobile Web 2.0 is….


all about


UnIqUeNeSs


The correct question is ..


What can you do on a mobile, that


you cannot do on any other platform ?


other platforms are…


WEB (internet, access, IP)


Broadcast (TV, radio)


Mobile (wi’x)


here is the story


well in a minute


Why is Google chrome so important?


Who thinks it is a browser?


Who thinks it about user data?


Who thinks it is an Operating System?


So why has Google developed an OS?

Why does Dr Schmitt say “mobile, mobile, mobile”

Why does the cloud need a client?

Why’s Google Mission “do no evil”?


In simple terms

Data from

platforms

click data

content

my data

Data analysis

Value


If you own the data and the analysis


you own the value


to own the data, you need to own the platforms


Why is Google’s current position not sufficient?


…from the mobile Internet

.. from watching TV

…in front of the PC

..from engaging with a PC/Web

..spent with a mobile in your pocket

…generated from a mobile device

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% of time

Value of metadata

Source AMF Ventures www.amfventures.com

Doing traditional stuff, search, buy, find, map etc

Automated data pick up

In complex terms


so what data do “they” want?


contextpersonalis

ation

recommendation

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

inputs

outputs

who benefits

motivation

database

Clo

sed

loop

of

feed

back

and

im

pro

vem

ent

trade or barter

billing

accuracy colour

intent

activity

advertising


So why is the web working and mobile not?


Some are open


Some are closed


and some are not sure!


device

tethered

generic

network

platformapplications & content

closedopen

proprietary

All IP network

deliver capture

closed ecosystem

open ecosystem


device

tethered

generic

network

platformapplications & content

closedopen

proprietary

All IP network

deliver capture

closed ecosystem

open ecosystem

Mob

ile to

day

!

WEB t

oday

!


so what?


who does it effect and how…


2.0 thinking does effect everyone here and …


and every aspect of your business


developer & design


application interface and structure


service


delivery


trust


brand


position


strategy


regulation and policy


because…


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.


how’s time?


There is an important question?


How will the “purchase decision change”


As you are not buying anything that you


You currently sell/ buy


‘Rainbow of Trust’


parting thoughts


some companies get it…




Why speak to Tony Fish 07808 142121

funding

strategy non exec

implementation

knowledge

workshops


don’t forget


UnIqUeNeSs


uniqueness of mobile

Business