Andreas Weigend, Social Data Lab

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
• Facebook
• 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)

1. Data strategy is key

   Starting point: Data are as valuable as the decision it impacts

   • v1: Past: Viscous data: OAG Đ 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?)

2. Experiment for innovation

   Learning: Experiments focus on possible actions (note: actions are early, iterative)

3. Participation: To get data
4. Interaction: To have fun
5. Community and collaboration: To get things done

Talk followed by finger food lunch

Purpose: people getting to know each other

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