tonyfish tony@mydigitalfootprint.comInvestor, entrepreneur and author

Connecting the dots….

Source http://www.mydigitalfootprint.com

Nov ‘11

Framing:

mobile : digital : loyalty

“I was wrong”Profit is secondary

“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."

Stuff that Costs money

Stuff that has to be bigger

strategyconsulting

trivia disruption

Stuff that money cannot buy

Love

Presents for your wife

Networking

Faith

Here’s the issue…

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.

Intangible

Active(explicit

give data)

FacebookTargeting

Loyalty card Amazon

Benefit to data providerTangible

Passive(impliedindirect)

PersonalDataPoints

FREE “items”

Google

We all need data

Internet and beliefs

intelligence

an

aly

sis

personalisation

passive activity

what we do

what the web does

The Internet needs you!

web services

and value

creation of content

consumption of content

data store

analysis

Symbiotic Relationship Web business depend on consumer data

Data

business consumer

dig

ital

dat

a tr

ade

Signal

Spike

Pulse

Wave

Trend

Actual User Data

Actual User Data

Actual User Data

“The Business”

The User

Direct feedback

In Direct feedback

two sided digital business

friendssocial

norms

Why is mobile so important?

on this screen

in this earpiece

consume createionx

content

where

time

intent

direction

who

10 unique benefits of mobile

…. the first personal mass media…. is permanently carried…. is always on…. has a built-in payment mechanism…. is available at the point of creative inspiration…. has the most accurate audience measurement.… captures the social context of media consumption…. allows augmented reality to be used in media…. offers a digital interface to the real world…. touch made computing human

http://www.tomiahonen.com/

PersonalData

Personal branding

ME

SOCIAL

DIGITAL

Private

Social influenceSocial capital

Algorithmic authority

Pattern recognition

Digital audit

Social branding

Social filters

Validation

Behavioural DNA

Signals

Behavioural signals

Social intelligence

Context

Reputation

Status Intent

Barter

Profiling

Digital footprint

Pulse Waves

Location

Preferences

Social graph

Interest graph

Questions

How is All Data and My Data related?

Do you believe that everyone has the same opinion as you?

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

Questions

How are My Data and Identity related?

Do you believe that everyone has the same opinion as you?

The 5 models of My Data and Identity

The Related model The Inseparable model

The Subset model The GreaterThan modelThe Multiple Me model

Questions

How is My Data and My Rights related?

Do you believe that everyone has the same opinion as you?

The 4 models of My Data and Rights

The Extension model The Control model

The Right model The Real model

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

Tony Fish Oct 2009

Free on lineFree PDFKindlePrint

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?

Can you control it?

Purchasebehaviour

Payment experience

settlement

Screenexperience

DeviceSoftwareNetworkBillingAccessSetupApplicationsMemory

WhenWhen InfluenceTimeLocationNeedPressureUrgencyContext“place”Touch

CardWalletBalanceCreditHistoryCashMachineLocationTechnology

CardBankReceiptsEtherClearing

What data for - Loyalty?- Rewards?

Who creates identity?

– not me

• 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

an identity doesn’t create value

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

Google doesn't want your identity – it wants the data that gives you identity

trigger(spike)

reflection(pulse)

refinement(wave)

stable(signal)

reputation

influence

authority

relevancy

preference

credibility

trust

reach

If money (a currency) is a token that must be .....

• a currency (token) should be Durable, Transferrable, Exchangeable, Recognised, Divisible, Accessible, Standardised, Difficult to forge/ counterfeit, Valued, Available, cannot be Created by everyone;

• Should your reputation, influence or attention be exchangeable for goods and services - probably, but how should they be valued?

Memory of a previous exchangeStore of some valueMedium of exchangeMeasure of value

•then reputation, influence, and attention cannot be a currency.....

Shades of data abuse

acceptable unacceptable

TRAITSOpen

TransparentKnownTrusted

Value addEngaging

TRAITSClosedSecret

UnknownUn-trusted

Value destroyingFraud/ theft

bliss annoying creepy disturbing unethical

@kevinmarks

@tonyfish this is a load of ****!

@tonyfish less disruption, show me the evidence

take away’s

Don’t assume

Market is completely open

A mobile strategy is not an iApp

Can the digital you be owned?

Do you know the influencer

“Trust” could be the problem

It is about owning feedback

Match the standards

It what you do with it that matters

Disruption is free - strategy is complex and expensive

Data is a commodity & ownership is unimportant. Value will be retained by

those who own the feedback loop, 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 and data is king.

Thank you

tony@mydigitalfootprint.com