Posts Tagged ‘Tony Fish’


Will we have succeeded if the only person who can be you in you?

By 2020 I believe that we will be on the other side of the privacy debate, we will have accepted that no-one is in control, all data will be available and we will have strong rights and protections. We will have stop shifting data about as the Internet will be structured differently utilising pointers and tags and our bandwidth constraints will have been eclipsed. Whilst new issues will emerge such as digital ethics, digital death, policing of algorithms and coders, ownership of your analysis, filter bias and cashless assets; the stalwarts of privacy, security and access will be just be interesting MBA case studies. However, what will 2013 bring for our nascent personal digital eco-system of digital identity, digital reputation, digital lockers, digital vaults and VRM . The obvious is that the trend of empowering users with tools that allow us to assert some levels of control over our data will continue.

However, 2013 has to be about growth as we are starting to see the seeds of investment and cash availability. Those who do take the risk in a controlled and well thought out manner will grow and can take leadership positions. Whilst there is a continuing sense of change driven by financial uncertainty, we are on a continuum of becoming more digital and value will be created through the capture and analysis of data generated from your digital interaction.

My last strategy and business book My Digital Footprint on identity, privacy, trust and the direction of the Web is now 4 years young and whilst I continue to blog on all the core themes, I don’t sense that the market has moved on that much but the framework continues to guide my focus as I explore where next for the Web, associated business models, who owns your data and how value and wealth will be created.

The following will dominate my attention in the next 6 months….

  • How to close the Gap between “Identity” and “The only person who can be you is you”
  • Social influence and reputation – who will generate real value?
  • Digital Signals – what are the criteria for gathering the right sort of data.
  • Intention economy – analysis and prediction of what you intend and where is the data source.
  • How to make recommendation more human

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By Tony Fish, founder AMF Ventures and member of Gerbsman Partners Board of Intellectual Capital.

One of the ‘events’ at Being Digital, on 11-12th October 2011 @ Innovation Warehouse, will be BeingMe, it is the PM session on the 12th.

BeingMe will explore the digital interactions that create personal data that is waiting to be exploited. Data is being created as you live your digital life from your click stream, key strokes, movement, location, search terms, your relationships and from your friends/associates actions towards you.  This data or signals can be run through an algorithm to deliver insights, personalization, intent and context which should improve your over-all digital experience, however, that same data also contains signals that can determine your reputation and your influence and help companies make a judgement if they want to do business with you and on what terms.

To help form a digital reputation or understand influence you need to determine someone’s Authority, Credibility, Expertise, Location, Proximity, Reach, Relevancy and Trust and these are the topics we will get deep and dirty within this session.  It is a paid for event and tickets start at £90 ex. VAT. More details are here  http://beingdigital.eu/ or Register Here and use mashupdigital to get a 20% discount.

BeingDigital has three other big themes (Social, Local and Open) at the summit giving you the flexibility to participate and attend one or all four themes. Meet early stage businesses, innovators and entrepreneurs building, creating and pushing the boundaries of digital business and the new generation of digital and social technology products.

I will be there and will be joined by Simon Rogers Guardian Datablog, Datastore and News editor for the Guardian, William Perrin Founder, Talk About Local, Steve Bridger Builder of Bridges, Elizabetta Camilleri CoFounder & CEO, Salesgossip.co.uk, Nick Halstead CEO & Founder, Mediasift, Chris Thorpe Founder/Technologist, Andrew Wanliss-Orleb Head of Product, Founder Echo Echo, Frida Sandin Merchandising Specialist, Avail Intelligence, Kalia Colbin Chief Marketing Officer, MiniMonos.com, Lawrence Buchanan Principal, Digital Transformation, Capgemini UK, Ishmayal Syed Technology Innovation Architect, Aviva, Azeem Azhar CEO, Peer Index


HOWEVER – if your preference is to hear from the kids who want to present about their digital experience and views, and not the start-ups and experts, then why not come to  “Digital Footprint Summit Learnings and Insights from the Screenagers” on Thursday, November 3, 2011 from 10.30 AM to 4:00 PM (GMT).

The Digital Footprint Summit is all about social, personal and identifiable data and will focus on first hand perspectives from those in this generation. During the event we aim to explore what Screenagers really think about trading their personal information and how their attitudes will create a change for the ecosystem.

Traditional media suggests that this generation is “careless with privacy”. We will look beyond that view. Instead of patronising and protecting, we will seek to understand where they see as engagement, relationship and conversation.

The keynotes and debate will focus on:
If the Facebook generation’s notion of privacy becomes the norm, what does it mean for services?
Does sharing personal data really allow companies to serve customers better?
What the Screenages see as visionary based on their current experience and what could happen if their data was available ?
What will they trade and what will they see as valuable?
How to implement visualisation techniques to make the use of your data acceptable.
User interface, boundaries and what is acceptable for privacy.
By speaking to and with the generation who are living it, this conference hopes to tease out some assumptions, views and insights and in doing so, provide a more balanced viewpoint that will help shape innovative, research, development and strategy.

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By Tony Fish – member of Gerbsman Partners Board of Intellectual and principal at AMF Ventures. Visit his blog at: http://blog.mydigitalfootprint.com

If we sit back and reflect on current digital services, such as social media, we could conclude they are a game e.g If Twitter is about getting the best quip of the day or providing some useful info,  Linkedin is about proving “my network is bigger than yours”, and Facebook is about sharing that “I have a more interesting life than you”; then there must be some new rules for these new games, but what are they? Before we examine some suggested new rules, it is worth confirming and stating that all of the old/existing rules of social engagement are still valid, relevant and have not been washed away by this new digital age. A few examples of classic handed down rules that are timeless would include:-

  1. Don’t gossip, make things up, slander, steal, pinch or lie
  2. Have evidence and be professional, factual, accurate, honest, and transparent
  3. Engage and treat others how you want to be treated yourself
  4. Opinions are personal, be gracious, open, respectful and accepting of differences

Whilst all the old rules of social engagement exist, regulation does need some “modernising” as democracy, understanding and technology have advanced significantly since they were written.  Examples of regulation that would appreciate some new impetus would include: Privacy, Identity, Liberty, Harm, Consequences, Ownership, Access and Rights.

Realities for living and surviving in a digital age

Here are my rather eclectic suggestions of New Rules that I have heard, picked up or created.  I am hoping you will add and refine this list.  You can add your comments to this list here – My Digital Footprint Blog

mashup* are also organising an evening debate on “new social rules” on November 24th – you can register here.

  1. Change your password to Facebook, Twitter and bank accounts etc before you change your boy/girl friend/ partner.
  2. Don’t sack/release/ make redundant the person, and then be held hostage, by the person who has the login/password for your corporate fan page, group, twitter account until many people have control/access.
  3. Have several persona’s, this is not a sign of madness and you don’t need to justify then to anyone.
  4. Hide your friends identities by using personal nick-names on your mobile, just in case a friend borrows it to text that person with some inappropriate message that may haunt you forever.
  5. No adult supervision will not lead to anarchy. The youth want to be somewhere (in a digital world) where they are in control
  6. Provide someone (you trust) with the knowledge how to access your accounts/ data after you die and what you want done with your data/ digital footprint. Be aware – it will go against every term and condition you have signed if you do this.
  7. Your password is the weakest point in your armour,
  8. Reputation is all you have and your name is a good identity – so don’t abuse or loose either.
  9. Make sure you realise that your digital footprint is worth more than your salary.
  10. Everything you do can be recorded (stored) as sensors will be in all digital devices soon – ask yourself why and what use will the data be and to whom!
  11. Create a lot of rubbish data and cause confusion if you want to hide in plain sight. It is easy to find and hard to hide in a digital world if everyone is honest
  12. Determine what the terms “family” and “friends” mean to you before you accept others into your network(s)
  13. Un-friending is acceptable – being un-friended is a reality
  14. Learn the social (digital and physical) rules that apply to your group today but be aware they will be different tomorrow
  15. Privacy – It’s all in the settings
  16. Digital has one speed – fast, there are no breaks but plenty of fuel
  17. Internet writing is in Ink, once out there – it is out there, there is no rubber (yet)
  18. Loyalty (to a service) is dead – you are free to your own boundaries
  19. Open means you don’t want to hide and transparent means “it can be found” – but most people will not bother
  20. Branding is now personal and it is the new black
  21. Trust is the new king’s advisor – content still wears the trousers
  22. Free is not free – Engagement, Relationship and Conversation have a price
  23. FUD (Fear, Uncertainty and Doubt) are easier to sell
  24. Money in a digital world has less ‘personal’ value than real money and is closer to swopping chickens for potato’s. Unlike cash, others are more prepared to cheat, lie, swindle and steal your digital money as it appears “virtual” and less actual.
  25. Don’t set up any direct debits to anything
  26. Don’t let individuals buy web domains or set up accounts just to avoid the long corporate procedures and PO cycles.
  27. Interaction with the “screens of life” is the ultimate digital game being played. It is to get “content” from the dark bowels of a data warehouse onto your brightly lit screen
  28. Control is not in your hands
  29. Levels of damage and harm from digital engagement is currently lower that you may think

If you would like to chat about the opportunities that digital footprint data brings, especially from the perspective of mobile and real time feedback, please contact me at tony.fish@amfventures.com. The book is free on line at http://www.mydigitalfootprint.com/ or you can buy it direct from the publisher at the web site. There is also a summary and a eReader/ Kindle version.

We hope that our Viewpoint improves awareness, raises questions and promotes deliberation over coffee. We will respond to e-mail, text, twitter or blog comments. http://blog.mydigitalfootprint.com

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Please reserve the date as registration for Mobile 2 (Silicon Valley) in now is open.

Event : Mobile 2 Event

Style : Business/ strategy day & developer day

Date :  Monday 20th and Tuesday 21st September 2010

Venue :  San   Francisco

Timing :  Full day events

RegistrationClick here.

Discount :  Enter “Friends” code for 20% discount.

In its 5th year, MOBILE 2.0 Silicon Valley brings together experts and thought leaders from all aspects of the mobile ecosystem, including startups, investors, mobile carriers, device manufacturers, and mobile application developers and web technologists. The event is focused on new Mobile Applications and Services, Mobile Ecosystems, and Disruptive Mobile Innovation.

I will in SFO from Wednesday 15th to Wednesday 22nd and would be good to meet up.  I will be hosting again the fireside chat, this year with Russ McGuire, David Katz, James Parton and Fabio Sisini.

As usual Mobile 2.0 Silicon Valley is all about giving our audience the opportunity to learn, network and voice views. The Event does not talk at you — you are the Mobile Community and we strive to create an atmosphere that challenges your business assumptions and provides you with hands on understanding of mobile platforms.

Looking forward to seeing you at the event!

/ Tony Fish

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By Tony Fish, Principal of AMF Ventures and a member of Gerbsman Partners Board of Intellectual Capital.

Internet players wrestling for control of your footprint
Whatever the personal reason for joining and participating in social networking, the debate has moved from being fashionable to how the key social networking players can unwittingly extend their influence and control of you.   Facebook wants to move from the confines of their own social networking cloud and be able to monitise property outside of their immediate control; hence the introduction by Facebook of opengraph and ‘Like’. The understanding of these new tools is, however, being over shadowed by the privacy setting debate which is also critical to the new Facebook model and its new utility.  The privacy setting allows Facebook to gain relationship data (digital footprint) and together with the tools change the internet from a Google ad centric world, into a relationship dependant Facebook ad centric world.

Issue 101. Control of Privacy settings
It has become evident that social networks will live or die by their privacy policy. Most users appear capable of providing their own interpretation of what privacy controls they would like.  Good tools will enable users to control the level of inclusion or exclusion of information about themselves and thereby control how much they reveal of themselves selectively, with tools that they understand and control.  However, whilst privacy is about the change of control, private is what you have elected or selected not to make public and a company should not be able to elect to change this default or set it open so you have to close it.

Private to Public is not a binary setting
However, when the private/ public issues is represented using a simplistic model such as a straight line, as above, it shows them as a binary choice, with an area of cross over, in the same way good/ evil can be represented and both of these models highlight the inadequacies of the straight line of choice, and specifically with private/public it does not provide enough context or insight to the real issues.  In philosophy, Aristotle presented the idea of a Golden Mean as the desirable middle between two extremes, one of excess and the other of deficiency. For example courage, a virtue, if taken to excess would manifest as recklessness and if deficient as cowardice.

Applying the analogy from this philosophy to the private/ public debate removes the simple binary judgment and provides are two possible models.  Public is two extremes with private in the middle or vice-versa.  I “like” the public at either end approach as at one end public could mean broadcast TV, newspapers, open, contextual, edited and time bounded.  The other public could be internet public, closed, non-contextual, raw and timeless.  This removes the binary extremes and grey area of public vs private debate moving the debate away from privacy policy towards how we define and articulate public as two extremes.

To subtle to notice
When you consider what is private within these boundaries, it highlights some common assumptions.  Public tends to mean to the general population the broadcast TV model, where we instinctively know how little we should trust headlines but also how rapidly its value can be eroded.  However if this is the only understanding of public we hold, it is inevitable that users will miss the subtlety of the internet public model and the critical issues such as timeless (never deleted) and lack of context (provision of historical context when looking at past materials)

And the Problem is?
For social networking to remain free it needs a business model.  An attractive model is to take your digital footprint, analyse it and sell adverts based on your preferences and relationships.  However, to demand that users continually update their information is hard, therefore when they are out and about in the internet make it possible to “Like” things that automatically updates their profile (and attractiveness for advertising).  However to deliver this, users must change their privacy settings so that social networking site can exploit their data.  Therefore social networking site need to achieve several things.  First, make everything public, but users don’t understand what public means for Internet data.  Second, make it easy for users to deliver new information from outside their bounded network, but users don’t understand the implications.  Three, analyse and sell relationship data, but are users getting a fair trade?

Is there a trade fair?
Applying the understanding of the eight business model built in “My Digital Footprint” there should be a trade for opting for a more public use of your data.  In one direction towards broadcast the trade for your privacy may be for fame and fortune, in the other direction towards trading your privacy on the internet it should be for services.

An interesting question becomes, in the trade for your Internet privacy, is there sufficient utility offered by the free application providers?  With Google you provide only public data (search key words, nothing is private) and you receive relevant search results.  With Facebook and social networking you provide relationship and private data for a free utility, but what is the utility?  Is it a tribe, is it communication, is it sharing platform, it is a representation of the physical you in a digital world, is it organisation or a new state or a new country, is it connection or is it a channel?   With such an unclear utility, why will users continue to provide more personal data?

Will Facebook survive?
Overall I have no doubt it will survive but in what form is a more difficult judgement call as Facebook has highlighted that the value of our relationships is sufficiently high that they need them and are willing to risk their Brand to get  more of our digital footprint.  The utility question, trade for our information and implementation of its privacy setting, however, does open up the possibility for new entrants.  It is naïve to say that inertia; my grandma and friends will not change, is enough to keep the social networking market closed. It is possible to your export data, difficult but this will happen.  It is not impossible to see that a new social media company will offer 50% of its equity to users as a trade for moving and privacy.  It also possible to see that your generic login becomes the mechanism to find unique discounts for you, all these open up the market and trade they I hope will provide a more even value balance for users.

So What!
Internet business models are predicated on the user being the provider of the data and the consumer of the data, with the business focussed on sitting between the two and adding value.  There is a battle for your data and relationships and therefore one of the implications of “my digital footprint” thinking is about the alignment of Brand values and the how the company protects and uses digital footprint data.

If you would like to chat about the opportunities that digital footprint data brings, especially from the perspective of mobile and real time feedback, please contact me at tony.fish@amfventures.com.  The book is free on line at http://www.mydigitalfootprint.com/ or you can buy it direct from the publisher at the web site. There is also a summary and a eReader/ Kindle version.

We hope that our Viewpoint improves awareness, raises questions and promotes deliberation over coffee. We will respond to e-mail, text, twitter or blog comments. http://blog.mydigitalfootprint.com

Kind regards,

Tony Fish

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