SMLXL Mobile Marketing Association-NY-2011

SPEAKER:AlanMoore

TITLE:Assets&access

intheinten9on

economy

COMPANY:SMLXLLtd

NO STRAIGHT

LINES: creating assets and access in

the intention economy

@alansmlxl | www.smlxtralarge.com alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

The 6 Laws of Mobile

alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

1. Value over culture

Interaction, Entertainment, Expression, Transaction.


2. The law of the ecosystem

Roles of all players must remain in collaborative Balance


3. The empowering nature of mobile

A remote control for life


4. The value of time zones

“In-Between-Time”

“Golden Time”


5. Mobile-specific business models are essential


6. The future is simplexity


Refined data the black gold of the 21st Century

Alex Pentland, director of MIT’s Human Dynamics Laboratory, “Using location data, I can say a lot about the music you like... for example, your financial risks.”


Mass customisation


Recommendation engine, usage based, data fed


Curation of content, packaging of content, filtering and sense making


Ubiquity = Everywhere


Mobile enabled commerce alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Designing for time zone needs


stretching and blending time

Activities during the day, but most product purchases between

10pm and 2am


45% response rate €83m revenues in 2008


Business foundations 4C’s

connectivity

commerce

culture

community


Value is created not only in the purchase of goods it is co-created by the Girlswalker community.

Self-expression, self-esteem, fashion knowledge, peer group recognition, shopping satisfaction.


Making business through transparency of data


My Yoad? Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile information and consumer lifestyle preferences for use as an interface between companies determining whether to send a highly relevant commercial communication to that person (normally to their mobile telephone). [orig. unkn.]


Qustodian innovating with communities of passion, with data, with technology, & revenue models – Exhibit [a] Atletico Madrid. http://uk.qustodian.com/


Assets & Access in the cultural sector


What does mobile mean?


the cultural

organisation assets

Rolling Exhibitions

Permanent collections

Archives

Lots of stuff in storage

Implicit Knowledge: curators


the cultural

organisation assets

Rolling Exhibitions


Archives



communities of

interest

Public

Corporations

Universities/ academia

Business

Other museums / cultural institutions


the cultural

organisation assets

Rolling Exhibitions


Archives



communities of

interest

Public

Corporations

Universities/ academia

Business

Other museums / cultural institutions

motivation

Money

Pleasure

Self improvement

Status

Professional information

Inter-related alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

org+ values

passions needs

Networked communities of interest


The link economy: create bundles of products and services

Data driven: Amazon data architecture – recommendation engine, Apple genius and iTunes, personalisation


Creating access to assets


‘digital curator’

the expertise of heritage institutions is a

value proposition used to generate income.

Customer groups: consumers, academics researchers, business professionals.


‘digital curator’

digital services centred on the collection materials. ‘refined’ metadata, like specialist background information on a collection, or digital teaching packages.

Archives offering courses to archive researchers, including novices.


Tate Britain online courses £20 on artists’techniques and methods (www.tate.org.uk/learnonline).


Archives: traditional view

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010


Archives as a platform Archives offering courses/services to archive researchers, & other communities of interest. Note cultural org now a platform creating new access around its assets

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010


Design for economies of scope


Knowledge working

txteagle


What does txteagle teach us?


Deconstructing organisation


Innovation in banking by creating a connective tissue through the mobile web


Trust gap with public.

Antiquated legacy technologies make innovation difficult.

Commoditization driving customer apathy.

PFM entrants lack transactional relationship with customers.

I have tried Bank of America. Um, no. Never again. 35$ overdraft charges? What?

Customer service telling me that the balance shown online is not the most up-to-date?

I've had a lot of issues with Bank of America...It is absurd that they take advantage of us.

– Josh B. beta invitee

“Banks fail to meet customers’ expectations


With real-time and mobile, customers can engage more closely with their finances.

Categorize and label expenses on-the-go.

Understand the impact of spending decisions on goals in real-time.

Real-time processing to close the engagement loop


Goals enable customers to automatically save for future events.

Safe-to-Spend automatically calculates the customer’s spending cushion.

“Cruise control for your money.”

Goals and Safe-to-SpendTM


Customer Goals are a very strong predictor of purchase intent.

Goals allow companies to engage prospective customers with the right offer at the right time.

Context sensitive: desktop, tablet, smartphone.

Goals enable relevant offers


Full transparency into customers’ transaction histories.

Ability to provide customers with relevant discounts and coupons.

Context sensitive: desktop, tablet, smartphone.

Transaction history informs coupons and discounts offered to customer


Ryoji Kaneko is always looking for work


Help Networks – the buying

and selling of time


Augmentation is merely the layering of information and data to create more value – like a map!


Recommendations

Identity Reputation scoring

schedule

proximity fees


So what we face is a design problem & challenge


Design for the intention economy


Design for data + linked economics


Design for deeper engagement


Design for personalisation


Design for customisation


Design for communities of interest


Design for participation


Design for convergence


Design for service


Design for context


Disrupt yourself before someone does it to you


Alan has been described as a charismatic visionary, who studies the disruptive trends in the world of innovation and makes them very tangible to his audience. He is recognised as a great distiller of complex arguments into their most salient points, who can take concepts from many sources and find the previously hidden relationship between them. He has a firm grasp of the changes which are reshaping our world.

With his insight on these interlocking trends; Alan enables companies and organisations to develop winning ways for how businesses and organisations can succeed in the early 21st Century.

Alan is currently working on his next project No Straight Lines: making sense of our non- linear world. A project that investigates the complex and interwoven challenges we face today and how we can design innovative ways to solve some of the intractable dilemmas that now confront us – publication due 2011.

More info about what we do: http://ht.ly/4BFrB Information on No Straight Lines: http://ht.ly/4BF7g

NO STRAIGHT

LINES: creating assets and access in

the intention economy

@alansmlxl | www.smlxtralarge.com alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

SMLXL Mobile Marketing Association-NY-2011

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Transcript of SMLXL Mobile Marketing Association-NY-2011