|9:15 - 10:45
Session: Consumer data as strategic asset: Introductions and discussion
ASW suggestion: Navteq -- Please invite someone from M&A who was behind the acquisition. What did we expect? What can we do to make it successful?
- Why do we collect data?
- What does it enable?
- What is the value for the user? (What can they do thereafter they can't do now?)
- What does Nokia need to provide to have users benefit?
Brief background: Areas of data collection (devices, warranty cards, GPS services)
The phone as collection of sensors: Browsing behavior, GPS, situation, context; Social networks from calling patterns, from location patterns
Social network: Facebook, what is new? (Majority of people at Nokia use Facebook)
Strategy and relationships: Collaborate vs. Compete (but ultimately, it's the value created for the customer that matters!)
- Carriers (Telia/Sonera)
- Content owners (Sony BMG)
- Games (THQ, Ubisoft) [NGI = Nokia Gaming platform]
- Mobile advertising; recommendations (new products)
- Google, Jaiku
- Legal, PR: How to cope with the environment
Phone as input device for user generated content. Example: socialight.com -- the best 10 saunas in Espoo.
Actions: Business rules on the device vs ...???
Expected leanings: Not technology driven, but user driven
The new consumer data revolution
Attending: 150-200 people
Not data for the sake of data, but ultimate purpose: customer centric. Feedback to dialog
Style: Inspirational, motivating, wake up -- new business models (2008: 100M mobiles with GPS)
Data strategy is key
Starting point: Data are as valuable as the decision it impacts
v1: Past: Viscous data: OAG Ð Business Development
v1.5 : Aggregation: Kajak, Mobissimo, sidestep - spider and aggregate
v2: Users contribute: Travel (Flatsets, Seatguru), Real estate (Zillow, Redfin), work/jobs (Jobscore), sales (Jigsaw). Point systems, etc.
Fact: People do contribute (afternoon: Why?)
Experiment for innovation
Learning: Experiments focus on possible actions (note: actions are early, iterative)
Participation: To get data
Interaction: To have fun
Community and collaboration: To get things done
Talk followed by finger food lunch
Purpose: people getting to know each other
|13:30 - 16:00
Interaction and analytics
Attending: Analysts and business people
Part 1: The vision
Note: want to create a profit center, new products- this is different from the cost center of reporting!
Part 2: Next steps (concrete)
Metrics of interaction
Currencies: Attention, surfing (clicks), opening ads, paying EUR
Types of people: Interaction between business people, reporting people (finance), analytics people, prototype people... (Types of employees at Amazon and Google)
Interactive talk: Customer behavior and Incentive engineering
General audience (in terms of background), fun facts about decision making, driving towards: What does this mean for Nokia?
Dinner: Digital Marketing
Goal: Possible next steps with Nokia Research Center (Palo Alto), and/or with CTO