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Thinking Backwards. Experiences & insights as an entrepreneur building businesses in the context of an inevitable future.
Niall Murphy - Founder & CEO., EVRYTHNG [email protected] | @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 [email protected].
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.
[email protected] @EVRYTHNG @nialltweet
