Extract from “My Digital Footprint”, this is from the Chapter 8 “Converged Services” The WHAT principle The focus of today's higher value services is personalisation – the making of your user experience, creating value from the reduction in churn and incremental service revenue, assuming that any incremental margin is not eroded by competitive pressures. The focus on personalisation is a focus on WHAT: what you as a user want to do; what service you want; what is needed now? The sole benefactor is the individual, but does this create any new value? The assumption is that personalisation provides focus, and that this focus leads to the ability to deliver engaging and personalised services, including advertising. This advertising being derived from the same advertising budgets, which is now redirected from other display channels. Therefore, does personalisation actually create any new value and will it actually grow the overall spend of the entire market? Commentators, c