O2 mobile innovation -smlxl

NO
STRAIGHT
LINES:
making sense of our non-linear world

Lessons in mobility & innovation
from around the world for O2
alan moore | www.smlxtralarge.com | innovation & the mobile society 2011

The SR-71 Blackbird was created out of a vision that
pushed human ingenuity, design and manufacturing capability to the very limits.
Today, we now have the possibility to truly transform our world, to be more
lightweight, sustainable and humane, through the tools, capabilities, language and
processes at our fingertips.


Mobile communications do not have to be a
tactical endeavor, it can be a deep strategic one
enabling companies to run leaner, to reach
audiences in new and novel ways, to redeﬁne a
company organizationally, and create new
markets with new revenues. This presentation
shows how mobile communications plays the
key role in this rapidly evolving story.


The 6 Laws of Mobile


1. Value over culture

Interaction, Entertainment,
Expression, Transaction.

2. The law of the ecosystem

Roles of all players must
remain in collaborative
balance

Mutuality is a business strategy 

3. The empowering nature of mobile

A remote control for life 


4. The value of time zones

“In-Between-Time”

“Golden Time”


5. Mobile-speciﬁc business models are essential

Successful mobile services do not depend on
advertising as revenue generators

6. The future is simplexity


Reﬁned data the black gold of the
21st Century

Alex Pentland, director of MIT’s Human Dynamics
Laboratory, “Using location data, I can say a lot about the
music you like... for example, your financial risks.”

Recommendation engine, usage based,
data fed

Curation of content, packaging
of content, ﬁltering and sense
making

Ubiquity = Everywhere


Mobile enabled commerce

Designing for time zone needs


stretching and blending time

Activities during the day, but most product purchases between

10pm and 2am

45% response rate
€83m revenues in 2008

Business foundations 4C’s

commerce

connectivity culture

community

alan moore | www.smlxtralarge.com | no straight lines introduction 2011

Value is created not only in
the purchase of goods it is
co-created by the
Girlswalker community.

Self-expression, self-esteem,
fashion knowledge,
peer group recognition,
shopping satisfaction.

Making business through transparency
of data


My Yoad?
Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile
information and consumer lifestyle preferences for use as an
interface between companies determining whether to send a
highly relevant commercial communication to that person
(normally to their mobile telephone). [orig. unkn.]


Qustodian innovating with communities
of passion, with data, with technology,
& revenue models – Exhibit [a] Atletico
Madrid. http://uk.qustodian.com/



Assets & Access in the cultural sector

What does mobile mean?


the
cultural
organisation
assets
Rolling Exhibitions

Permanent collections

Archives

Lots of stuff in storage

Implicit Knowledge:
curators


the communities
cultural of
organisation interest
assets
Rolling Exhibitions Public

Permanent collections Corporations

Archives Universities/ academia

Lots of stuff in storage Business

Implicit Knowledge: Other museums / cultural
curators institutions


the communities motivation
cultural of
organisation interest
assets
Rolling Exhibitions Public Money

Permanent collections Corporations Pleasure

Archives Universities/ academia Self improvement

Lots of stuff in storage Business Status

Implicit Knowledge: Other museums / cultural Professional information
curators institutions

Inter-related

Networked communities of interest

org+
values
passions
needs


The link economy:
create bundles of products and services
Data driven:
Amazon data architecture – recommendation
engine, Apple genius and iTunes, personalisation

Creating access to assets


‘digital curator’

the expertise of heritage institutions is a
value proposition used to generate income.
customer groups for digital curator are
consumers, academics researchers, business
professionals.


‘digital curator’

digital services centred on the collection materials.
‘reﬁned’ metadata, like specialist background
information on a collection, or digital teaching
packages.

Archives offering courses to archive researchers,
including novices.


Tate Britain online courses £20 on artists’techniques and
methods (www.tate.org.uk/learnonline).


Archives: traditional view

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education,
Culture and Science 2010


Archives as a platform
Archives offering courses/services to archive researchers, & other communities of
interest. Note cultural org now a platform creating new access around its assets

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture
and Science 2010


Design for economies
of scope


alan moore | www.smlxtralarge.com | camerjam 2011

txteagle

Knowledge working

What does txteagle teach us?


Deconstructing organisation


Innovation in banking by creating a
connective tissue through the mobile web

As as a new economy
takes hold, as a
consequence of the old
one faltering, it
unleashes a powerful set
of forces that cleave the
fabric of the economy
along fault lines.


the life and death of eco-systems

the emergence of a new system
trailblazers
collapse of system

hospicing
of old system


Banks fail to meet customers’ expectations

Trust gap with public.
“ I have tried Bank of America.
Um, no. Never again. 35$
overdraft charges? What?
Antiquated legacy technologies make
Customer service telling me
innovation difficult. that the balance shown online
is not the most up-to-date?

Commoditization driving customer I've had a lot of issues with
apathy. Bank of America...It
is absurd that they take
advantage of us.
PFM entrants lack transactional
relationship with customers. – Josh B.
beta invitee


Real-time processing to close the engagement loop

With real-time and mobile, customers
can engage more closely with their
finances.

Categorize and label expenses on-the-go.

Understand the impact of spending
decisions on goals in real-time.


Goals and Safe-to-SpendTM

Goals enable customers to
automatically save for future
events.

Safe-to-Spend automatically
calculates the customer’s
spending cushion.

“Cruise control for your
money.”


Goals enable relevant offers

Customer Goals are a very
strong predictor of purchase
intent.

Goals allow companies to
engage prospective customers
with the right offer at the right
time.

Context sensitive: desktop,
tablet, smartphone.


Transaction history informs coupons and
discounts offered to customer

Full transparency into customers’ transaction histories.

Ability to provide customers with relevant discounts
and coupons.

Context sensitive: desktop, tablet, smartphone.


Ryoji Kaneko is always
looking for work

Help
Networks –
the buying
and selling of
time


Augmentation is merely the
layering of information and
data to create more value –
like a map!


Identity Reputation scoring

Recommendations schedule

fees
proximity


HOS 
Human Operating System

Mobile and society

[1] free & open source, [2] dynamic timeline,
[3] interactive mapping, [4] multiple data streams

How can O2 innovate
to bring about a better
society?


So what do we need
to think about to
create sustainable
commercial success?

Disrupt yourself before
someone does it to you


NO
STRAIGHT
LINES:

@alansmlxl | www.smlxtralarge.com

no straight lines introduction 2011

O2 mobile innovation -smlxl

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