Niall Murphy, EVRYTHNG // Thinking Backwards

Thinking Backwards. Experiences & insights as an entrepreneur building businesses in the context of an inevitable future.

Niall Murphy - Founder & CEO., EVRYTHNG niall@evrythng.com | @EVRYTHNG

WIP

BASED ON THE NAME/NICKNAME ON THE BOTTLE By scanning the names on the bottles, users will access the content hub where the landing page will show the character on the label(a hipster, a superhero, a geek, or names like Paul, Laura, Matteo). By ‘kissing’ the screen users will activate a 5sec video personalized for each label.

BASED ON CONTEXT (DAY, TIME, PLACE) According to the place where people access the platform (e.g. if they access it at Tesco or Carrefour) they can get information about a (special) promotion. If they access before the international kissing day, that event will be highlighted + more.

THERE ARE TWO DIFFERENT WAYS FOR A CUSTOMIZED EXPERIENCE ON THE CONTENT HUB

CUSTOMIZED EXPERIENCES

CUSTOMIZED EXPERIENCES COMBINING BOTH There will also be some special customized experiences based on both.

Eg. If during a certain day you scan the “Paul” bottle at a Carrefour you can have a special discount.

“How do I Google my shoes when I can’t find them?” - Bruce Sterling

An identity on the Web for every thing.

A B

Infrastructure of the Internet

The Mobile Internet

The Internet of Things

Search for inevitabilities.

The mobile internet & WiFi.

Acceptance ofInfrastructure

constraints -regulative &

legal &environment

devicerecyclingbecomes

regulatoryrequirement

resistance tothe visible

pollution of 3gbase stations

environmentalpressure to

merge networkinfrastructure

Capital restructuring

capitalavailable for

mobile internetor not

continueddownturn orprofits for

telcoms sector?

timing of roleout

will capital re-structuring be

timely?

politicalresponse to

telcoms crisis

will operatorssolve money

issues toenable new

networkdeployments?

continueddownturn orprofits for

telcoms sector?

will capital re-structuring

changeshareholderpriorities?

will capitalrestructuringbring more

competition?

economicgrowth rate < or

> 3%

Device standards converge

Availabledevices

functionalityand price

can MSpenetrate theOS of mobile

devices?

differentsuppliers =

differentapproaches

nokia fails the3G challenge

(or USchallenge)

customer does/ does not carewho provides

service

Entertainment

is TV andmobile

complimentary?

DRM slowdown adaption

of mobileinternet

will TV mergewith IP

networks?

Mobility behaviour

will usersconverge on a

singleapplication?

will wirelessreplace face-to-

facecommunication

?

increasingphysical

restriction onmvt

will emailremain

predominantlyasynchronous

messagingmethod?

Will things work together?

complexity oftechnology

interoperabilityat the

applicationslevel

is real timediagnosticneeded tomanaged

complexity?

replace legacyexpense. New

apps.

is technologypush enough to

make newnetwork

deploymentsviable?

will things worktogether?

EU’s role insetting

standards

European Union?

EU persists incurrent form or

not

Scenario Uncertainties (page 1)

User switch?

will users adoptand consume

new MIapplications for

just voice?

User habits?

change in usercommunication

habits andspend: yes or

no?

The Future of Mobile Internet in Europe – London, September 2002

Copyright Reserved by Niall Murphy, Daniel Erasmus and The Digital Thinking Network, September 2002. Terms of use apply to the content contained in this document.Please contact info@dtn.net.

Technology >>

• Increasing rate of innovation in device electronics.

• Increasing rate of exposure of security vulnerabilities inelectronic systems.

• Growing demand for monitoring technology.

• Increasing availability of faster and cheaper travel.

• Growing practicality of behavioural analysis technologies.

• Increasing availability of bandwidth at the point of Internetaccess.

• The roll out of digital broadcast technologies and services.

• Growing capability in embedded systems.

• Growing adoption of open source principles.

Move to data

existence ofmobile apps toreduce costs /

increaseproductivity /

revenues

operator shouldsimplify value-added servicesor pull out ofthe space?

will usersembrace MMS(as with SMS)?

will users likenew apps?

willpesonalisationbecome more

important?

will voice anddata be split?

will MMSdevices exist

that areaffordable andinteroperable?

Scenario Uncertainties (page 2)

Mesh networks

socialacceptance ofprivacy withtelematics

Telematics?

802.11 accesability vsmobility

mesh networksmesh networks

robust andprevalant

Resistance to use

increasedregulation

mobile use

use decreasefears of

monitoring

will mobilecontinue to

change usersbehaviors?

impact oftampering on

MI

will users andgovernments

come to believemobile is

harmful forhealth?

no use inprivate car

User interface

displaytechnology

ease of use –yes or no?

market prefers:mobile devicesor ubiquitous

access?

agingpopulation. eyesight constraint

Who controls the networks?

demand forsocial equity(cost of 3G)

loss of controlof network (by

operator)

will the demandfor capacitycontinue to

grow?

will there besufficient (but)

finite demand –saturatedmarket?

will there beconsolidation orfragmentation

of mobileplayers?

will the demandfor capacitycontinue to

grow?

enough mobilebandwidth for

wantedservices?

will emailremain

predominantlyasynchronous

messagingmethod?

Email vs. instantmessaging?

Affordability

get paymentand pricing

right

industry’s abilityto offer

individualschoice and

service

legacy pricingstructures

flat rate vsmetered

personalbudget for

mobile – same,up or

downwardstrend?

> Open, global tech & spectrum. > Devices & experiences. > Indoor access.

> No product exists in isolation. > The Web is the global platform. > Products become part of the Web.

Idealistic vision >> clarity of execution strategy >> rational irrational allies.

A B

A B?

Stick to the vision, vary the implementation.

niall@evrythng.com @EVRYTHNG @nialltweet