the two sided business model based on the consumer being on both sides Barcelona Feb 2009 Mobile World Congress

1. Mobile World Congress – Feb 2009, Barcelona Mobile Web 2.0 and the uniqueness of mobile

2. tonyfish www linkedin skype twitter facebook

3. Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback UnIqUeNeSs

5. Yes …. because

6. mobile can do ‘stuff’ that you cannot

7. do on the web and via broadcast

8. Value from mobile, broadcast and web Broadcast WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume View Preference Time Presence

9. the implication is that

10. in simple terms the model becomes

11. Store Analysis Value Collection

12. click data content my data social data Collection Value Store Analysis digital footprint behavioural DNA service improvement (existing) web TV mobile m2m service discovery new web TV mobile m2m trade or barter

13. If we now add in where the user is

14. we see the user appears twice

15. as a provider and as a consumer

16. Actual User Data Actual User Data Actual User Data The User Direct feedback In Direct feedback collection store analysis value the provider the consumer

17. adding where the business should be situated

18. we get a two sided model with

19. the user on both sides !

20. Actual User Data Actual User Data Actual User Data “ The Business” The User Direct feedback In Direct feedback collection store analysis value Friends Social norms

21. never has it been more important than being

22. close to your customer

23. assuming you have a customer!

24. open is not the debate

25. who owns the data is the issue

26. U n Iq U e N eS s of mobile

27. More ‘OFF’ Less ‘ON’

28. Let’s put this in a matrix

29. physical passive consumption instruction screen social analysis sensory.net key stroke click touch boring exciting

30. example of why exciting…

31. store moveable adverse behaviour Click content my normal behaviour graceful opening location route time routine restrictions unique override closing time Take raw data to new provider confidence assurance collection analysis value

32. ‘ Rainbow of Trust’

34. 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.

35. Tony Fish + 44 7808 142121

36. Our deliverables assist you in the move from separation, isolation and solitude to relationship, engagement and conversation. Tony Fish CEO AMF Ventures constraints of 1.0 but be ready to exploit the converged which helps company's currently operate within the AMF Ventures provides investment and consulting services [email_address] + 44 (0) 7808 142121 www.amfventures.com 2.0 opportunity!

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41. context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof recognition/ desire/ peer pressure/ community attention location time search content create Identity access content consume purchase banking discovery reputation corporate Digital Footprint individual community inputs outputs who benefits motivation database Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity advertising protection