Rick Waghorn, CEO Addiply,

April, 2013

The three pillars of Eric Schmidt’s wisdom

Upon which you go build…

Two heroes of our time….

Christopher Hill…‘The World Turned

Upside Down’ (1972) Radical Ideas During The English Revolution.

‘This book deals with… the attempts of various groups of the common people to impose their own solutions to the problems of their time, in opposition to the wishes of their betters…’

Eric SchmidtDreamForce, 2011…Keynote conversation

with Marc Benioff of SalesForce…

‘What I do know is that the next generation of these leaders will be something involving mobile, local and social. Which are the terms we use today for the way that people live and work…

Mobile…If it doesn’t work on

mobile, it doesn’t work…‘By 2016, Portio

Research expects that roughly three-quarters of UK mobile devices will be smartphones, creating a mobile advertising environment in which smartphones are the rule, not the exception…

Smartphone penetration to hit 50% this year…

Social…Facebook… 33,000,000 FB

users UK (RoseMcGrory, 2013)

53% of population62.49% of online

population. Higher than the US.

Twitter…34,000,000 live

accounts in UKLinkedIn…

11,000,000.

Local… Bus No27. Runs to

the Prince Charles Hospital… via Gurnos Estate, Merthyr.

StatsWales… Indicator data by

‘Lower Layer Super Output Areas’

Data-driven decisions

But a challenged community…

Local, local…Bus No27…TSB: ‘Convergence In A

Digital Landscape’Addiply: A Public API.Placr: Open Transport API.Map ‘real-time’ bus data.362,000 bus-stops across

UK.Including every one

around the Gurnos Estate.Layer 1: Hyper-local

content…

Local, local, local…Whither the weather?Tinopolis’ weather

widget is to be open; available…

Drill weather down to 1km; to a single bus stop.

Layer 2: Weather API.Building new models of

engagement and interaction around useful, *local* content.

On mobile…

AboutMyArea… CF47Addiply ‘wired’ into

AboutMyArea, 2012.Content portal for every

major postcode district in the UK.

Including CF47… Gurnos.Empty aggregator.No fresh, relevant, local

content with which to build an audience…

Who has content? You do…

Addiply: A Public APIAddiply API to be public

by end of Q2 2013.Believe in open,

collaborative working…Recruit Inc, part of JV

investment in Addiply run Mash09. 500 developers.

GitHub 3,000,000 ‘social coders’. Developer and distribution resource.

Building again. From scratch.

Build an audience…And rewards will follow.Proximity advertising

into mobile-local space is the place to play in…

BIA/Kelsey see a $5.8bn business by 2016 in US.

Growing at 54% a year.You lead and Co-Op,

Tesco, MiniCooper (Merthyr) follow…

Then local businesses…

Finally… The three Cs. And one UContent…Collaboration…And *Connection*.Mobile wifi/4G versus

BDUK/BT ‘vision’.#21VC – 21st Century

Village Correspondent.Broadband back-haul

via church; build a rural wifi ‘cloud’ over the village.

ie be USEFUL…

Rick Waghorn

rick.waghorn@addiply.com

@rickjwaghorn

https://live.addiply.com/cy

http://rickwaghorn.co.uk

http://21vc.co.uk

Thank you…

One we made earlier…Start with something

USEFULCollaboration…Between Addiply/PlacrReal-time bus dataWhere are you?362,000 bus-stops to

choose from. Open APIs; mashed

together.Data delivered down to

1km.To one bus stop…

One we made earlier…Prince Charles HospitalRoute 27.Now add a new layer…Weather app from

TinopolisWeather down to 1km.To a bus stop…Now deliver offers,

messages, campaigns, adverts… that is of relevance/use to that community.

Simple, but specific targetting.

One we made earlier…

One we made earlier…‘If content is king, then

collaboration is queen… and as in chess, we all know which piece is the more powerful. David Cohn, aka @digidave

S4c: Sport, News, Drama…

Tinopolis: Weather, Drama..

‘Top down’ content drivers…

Bottom up?Centre for Community

Journalism…