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NewTechnologyApplications,DesignandBusinessModels(NTADBM)
FinalProjectSubmission
Group2
AbhimanyuKumar|Chandrashekhar|NishitaGill|SiktoPatnaik
SubmissionDate:August13th,2012
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TableofContents
Introduction 3
ResearchQuestion&Theme 4
ApplicationIdeas 4
Idea1:Mapatok 5
Idea2:Hush 6
Idea3:Nudge 7
ChosenIdea 7
MapatokDesign 8
ApplicationModes 8
ApplicationSub-steps 9
InterfaceDesign 10
FunctionalFlowchart 12
Technology 13
TechnologyVenn-diagram 13ApplicationEcosystem 14
BusinessModel 15
RevenueGenerationModel 15
MarketingModel 17
BusinessModelCycle 21
Bibliography 22
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Introduction
Inaninterview,SherryTurkle,professorofSocialStudiesofScienceandTechnology
atMIT and a world-known proponent of interaction design, has been quoted as
saying
Nowwithourmobiledevicesalwayson/always-on-uswearealwaysoncamera.
With this has come in a culture of distraction, which even isnt experienced as
distractionbecauseitsjusthowwelive.Peoplefeeltheyhavearighttocustomize
theirlives,toputtheirattentionwheretheywantittobe.Iftheyareatameeting
andtheywanttotext,theydo.Studentsinaclasstellmeiftheydontchecktheirtexts,itmakesthemanxious
Theycantfeelpresent(inclass)iftheyrenotalsoinsomewayabsent.Thisnewlackofattentiontoeachother
iswhereIfeelthatwearenotdoingourhumannessjustice.
Weremovingfromconversationtoconnection.Conversationisakindofcommunicationinwhichwerealive
to each other, empatheticwith each other, listening to each other.Whenwe substitute Twitter or status
updatesonFacebookforthis,werelosingsomethingimportant.Somekidsareupto10,000to15,000textsa
monthwhichimpliestheyrenevernottexting.Inthiscascadeofcommunication,wemovefromconversation
tomereconnection.Andsowevepositionedourselvesinawaywherewecanendupfeelingmorealone,even
asweretakingactionsthatwouldsuggestweremorecontinuallyconnected.
Inallofthistheresanotherloss:Welosethecapacityforsolitude,thekindthatrefreshesandrestores.The
kindthatallowsustoreachouttoanotherperson.(Nolan,2012)
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ResearchQuestion&Theme
PickinguponTurklescues,ourresearchquestion-Canweusetechnologytoreducetheuseoftechnology?
takesintoaccounttheneedforsocialengagements,interactionsandnaturalhumanactions.Thisgivesriseto
thethemeforourclassofapplications
MinimizingTechnologybyUsingTechnology
ApplicationIdeas
Our quest for technological de-evolution (where
technologycanplayasubversiveroleduringhuman
interactions with the environment) within the
gamutoftryingtounderstandtechnologyasanaid
tonaturalstimulus,narrowedourareasof interest
to-
a. Stimulating discussions, wherediscussionsneedaroottogaindepth.
b. Engaging interactions, wheredistractionsfromamobilephoneusually
disrupttheongoinginteraction.
c. Provokingdecisions,forthosemomentsoftruth,wherebeingcocoonedinatechno-selfhasledtodecreasedhumaninteractionandthereforeourcapacitytoactspontaneously.
MinimizingTechnologybyUsingTechnology
SXmulaXngDiscussions
Mapatok
EngagingInteracXons
Hush
ProvokingDecisions
Nudge
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Idea1:Mapatok
Combining the two conceptstoNatural LanguageProcessingandMindMappinggivesbirthto the ideao
Mapatok.Thisapplicationdynamicallycreatesamindmapofaliveconversation.
Take the example of a brainstorming session in a conference room. The first step would be to train the
applicationtorecognizethevariousvoicesthatwillbeheardduringthebrainstormingsession.Second,the
smartphone runningMapatokwill beplaced in the center of the conference table, and the brainstorming
session will begin. Third, while the participants use a mixture of regular words and preset application
commandsinthediscussion,theapplicationwillbesmartenoughtodistinctlyrecognizeeachparticipants
voice,distinguishbetweendifferenttopicsofdiscussionandsegregatemultipleideathreads.Thisprocessing
will allow the application to visualize the data in a certain way and come up with a mind map of the
conversation.Therefore,theapplicationactsasasmartphonestenographerthatnotonlytextuallyrecordsa
liveconversation,butalsopresentsthedatainavisuallyappealingmanner.Usingthesemindmaps,people
haveaccesstoahistoricallogoftheirconversationandtheycangobacktothesehistoricalrecordsandreview
whatwastalkedabout.
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Idea2:Hush
This isavery simple applicationthat triestomake your smartphonewear a skin and therefore become a
living-feelingbeing.
First,thesmartphonewillbecoveredwithathermo-chromaticcoverthathasthecapabilityofchangingcolor
basedontemperature.Second,theapplicationwillberunninginthebackgroundonyoursmartphoneandwil
keep monitoring phone activity in terms ofmemory usage, Internet connectivity, missed calls, Facebook
notifications,Gtalkpings,textorWhatsappmessagesandmore.Beingactivelyengagedwiththesmartphone
meansthattheusercontinuouslychecksthephoneanddoesnotletanykindofnotificationpendfortoolong
thereforekeepingthephonefreefromworriesinasense.Thesmartphonecanalsofeelignored,whichmean
howdisengagedtheuseriswiththephone.
Therefore,whatweretryingtodoismapamoodontothephone,thereforegivingitemotion.Basedonwhat
emotion the phone is feeling, the color of the thermo-chromatic cover will change. Different colors wil
representdifferentmoods.Obviously,attendingtoallthenotificationsmakesthesmartphonehappyagain.
Thisapplicationwillallowtheusertokeephisbulkysmartphoneoutofhispocketandmakesureitisdoing
wellwithoutcheckingitfromtimetotime.
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Idea3:Nudge
ThisapplicationtakestheconceptofaMagic8-ballandaddsastructureddeterministicalgorithmtohelpaid
theusersdecisionmakingprocessinvarioustypesofsituations.Onewaytolookatthisapplicationwouldbe
avirtualmanifestationofyourbrainonyoursmartphone,sothatyoucanalwaysgotoyourphoneintimesof
extrememoodsandhelpyoutakeneutralandunbiaseddecisionsinlife.
First,theapplicationwillstartoffbyconductingapsychometrictestoftheuser,soastogaugetheneutral
personality type of the user. Second, the application will detect the users mood with the use of a
mood/emotionrecognitiontechnology(thermo-chromaticmooddetectorsorSamsungsemotioncalculation
technology).Third,theuserwillhavedescribethesituationheisinandthenasktheapplicationaquestion
aboutwhatheistodointhesituation.Finally,theapplicationwillrunanalgorithmthattakesintoaccounthi
neutralpersonalitytype,presentmoodandpreviousdecisionsmadeinvarioustypesofsituations,tocomeup
withanudgeoranopen-endedstatementthatwillhelptheuserreachafinaldecisionhimself.
ChosenIdea
Aftermultiple rounds of discussion within the group and with faculty members about design, feasibility
operability,andpossiblebusinessmodels,thefinalchosenideawasMapatok.
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MapatokDesign
Mapatok beautifully falls into the realms of Slow Design a democratic and holistic design approach fo
creatingappropriatelytailoredsolutionsforthelong-termwellbeingofpeopleandtheplanet.Itseeksout
positive synergies between the elements in a system, celebrates diversity and regionalism, and cultivates
meaningful relationships that add richness to life (Meredith & Storm, 2009). Mapatok adds richness to
conversations.
ApplicationModes
Mapatokoperatesintwomodes,inwhichfourapplicationsub-stepsareorganized.Theseareshownbelow
Todescribethetwomodes
1. Active:Inthismode,theuserisdirectlyinteractingwiththeapplicationandtheuseractivelystaysengagedwiththedevice.
2. Passive:Inthismode,thedevicewillberunningtheapplicationindependentoftheuserandinthebackgroundofthesituation,whiletheparticipantsareactivelyengagedinthediscussion.
MapatokModes
AcXve
Step1:ApplicaXonTraining
Step4:
DataManipulaXon
Passive
Step2:Data
CollecXon
Step3:Data
Synthesis
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ApplicationSub-steps
Todescribethefourbasicapplicationsub-steps
1. Application Training: In this active step, the user will have to train the application to be able torecognizethevoiceofeachandeveryparticipantintheforthcomingconversation.Trainingwilltake
placebymakingeachparticipantreciteapre-determinedsentencetotheapplication.Thevoicepitch
andtonalitywillberecognizedandstoredbytheapplication.
2.DataCollection: Inthispassive step,thedevice runningthe applicationwillbeplacedata suitablelocation,soastohearandrecognizethevoicesofindividualparticipants.Anindividualparticipants
wordswillberecorded,recognizedandstoredbytheapplicationinhisconversationtimeline,whichis
a sequential collection of what was said by that participant during the time the
conversation/discussionlasted.Inthisway,eachparticipantwillhavehisowndedicatedconversation
timeline.
3.DataSynthesis:Inthispassivestep,theapplicationwillconsolidateallthedatathathasbeencollectedin the previous step and will visually represent it by connecting individual conversation timelines
Connectionswill bemade atmultiple points basedon the similarity ofwhathas been said across
timelines.
4. Data Manipulation: In this active step, the user can make various changes to the consolidatedconversationtimelinebyusingthetouchscreenofthemobilephone.Variouskindsofchangespossible
includea. Editingthecontentinindividualconversationtimelinesb. Drawingcustomconnectionsbetweenmultipleconversationtimelinesc. Highlighting,addingordeletingcontent/connections
Oncethisvisualrepresentationisready,theusercanchoosetoprojectitontoawallbyusingapico
projector,uploadtheconversationmapontotheMapatokcloudorshareitonsocialnetworks.
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InterfaceDesign
ApplicationTraining
DataCollection
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DataSynthesis
DataManipulation
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FunctionalFlowchart
ThefollowingflowchartdescribestheflowofactivitiesthattakesplaceinasinglesessionofMapatok.
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Technology
TechnologyVenn-diagram
Mapatokhasthreeprimarytechnologyarms
1. NaturalLanguageProcessing(NLP)tool The tool would be an open-source library of functions that supports multi-lingual spoken
language recognition, and that is compatible with the mobile development platform. An
exampleofthesamewouldbeOpenEarsfortheiOS(Politepix,2012).
2. ConversationalMappingtool This tool will be created from scratch byusing the drawing, animation and coding libraries
availablewiththemobiledevelopmentplatform.ExamplesofthesamewouldbeCoreGraphics
CoreAnimationandCoreFoundationfortheiOS.
3. Mobiledevelopmentplatform ThetwomobiledevelopmentplatformsthathavebeenchosenareiOSandAndroid.Eachhas
theirrespectivesoftwaredevelopmentkit(SDK)easilyavailablefordownloadontheInternet.
NLPtool
ConversaXonMappingtool
Mobiledevelopmentplaorm
Mapatok
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ApplicationEcosystem
TheMapatok ecosystem consistsof five arms that facilitate easier informationviewing, access, exchange
sharingandediting.Thesefivearmsare
1. MapatokCloud:TheMapatokdatawarehouseswillbehostedonthecloud,sothatuserscanaccestheirsavedconversationmapsfromanypartoftheworld.Alluserprofiledatawillalsobestoredhere.
2. Pico-projector:Thepico-projectorwillbeindependentlypurchasableontheMapatokwebsite,andcanbeconnecteddirectlytothemobiledevice.Itcanthenbeusedtoprojectcreatedconversationmaps
ontoabigscreen/wall.Thisprojectionwillaidinbetterviewingandediting.
3. OnlineConversationMapEditor: TheMapatokwebsitewillbeequippedwithanonlineconversationmapeditor,whereausercanreviewhispastconversationmaps,edit,combine,growanddeletethem
Thiseditorwillbeveryuserfriendlyandwillthereforeprovidemorecontroltotheuseroverediting.
4. SocialNetworkConnectivity:Oncetheuserhascompletedcreatingandeditinghisconversationmaponhismobilephoneorbyusingtheonlineeditor,hewillbeallowedtosharehisconversationmapon
fivesocialnetworksFacebook,Twitter,LinkedIn,Google+andPintrest.Mostimportantly,anewuser
canalsologintoMapatokthroughFacebook.
5. CollaborativePlatformsAdd-on:AMapatokadd-onwillalsobecreatedthatcanbedownloadedandinstalled onto a desktop.This add-onwill integrate itself with Skype, Gtalk and other collaborative
platforms,soastohelpcreateconversationmapsofthetextualchatsthathappenbetweentwoor
moreuserslocatedindifferentpartsoftheworld.
MapatokApplicaXonEcosystem
MapatokCloud
Pico-projector
OnlineConversaXonMapEditor
SocialNetworkConnecXvity
CollaboraXvePlaormsAdd-on
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BusinessModel
RevenueGenerationModel
PayYourPriceModel
ThePayYourPricemodel(Strom,2010)isverysimilartotheonefollowedbyRadiohead,anEnglishrock
band,to sell theiralbum InRainbows. PayYourPrice isa pricingsystemwherebuyerspayany desired
amount for a given commodity, Mapatok in this case. A
fewimportantpointstonoteare
1. SaleoftheapplicationwillbeginfromtheMapatokwebsite,and not the AppleApp StoreorAndroid
Market.
2. ApplicationredemptioncouponswillbesoldontheMapatok website, and not the application itself.
This isbecause neitherdoes the AppleApp Store
northeAndroidMarketallowtheimplementation
ofthePayYourPriceModelonapplicationssold
there.
3. Aminimumfloorpriceof$0.99willhavetobepaidperredemptioncoupon,asitistheminimumpriceforanymobileapplicationontheAppleAppStore.
4. 10%ofthebuyerspaymentwillbeusedforcharitypurposes,while90%willbecountedasrevenueearned.
RevenueGeneraXonStreams
"PayYourPrice"Model In-AppAdverXsing
"PayYourPrice"Model
Salebegins
fromMapatokwebsite
SaleofapplicaXonredempXoncoupons
Minimumfloorpriceof$0.99
10%-90%revenuesplit
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Thismodelwillbesuccessfulbecauseofthefollowingreasons
1. Itisveryattractivetobuyers,astheyareallowedtopaywhatevertheywant.2. Iteliminatesthefearinthebuyersmindofwhetheraproductisworthwhileatagivensetprice,and
therelatedriskofbuyersremorse.
3. Itconvertstherelationshipbetweenthebuyerandsellerintoafriendlyexchange.4. Promising the buyers that 10% of their payment will be used for charity purposes would heavily
influencetheirbuyingdecision.
In-AppAdvertising
In-Appadvertisingisoneofthemostprofitablerevenuestreamsformobileapplicationsallovertheworld.Fo
anapplicationlikeMapatok,wherewehaveinstantaccesstothevastamountofconversationaldataofusers
In-Appadvertisingwouldbeagreataddition.GoogleAdMobcanbeusedtodetectvariouskeywordsinthe
conversationaltimelinesofuserstodisplayrelevantadvertisementswhiletheapplicationisrunningonthe
phone. The SDK that will be used to carry this forward is the Google AdMod SDK. This will work in the
followingway
GoogleAdMob
MoneXzaXon
1.InstalltheSDK
2.Userclicksonads
3.Mapatokearnsmoney
PromoXon
1.CreateadforMapatok
2.UsersofothermobileapplicaXonsseeMapatokad
3.Mapatokdownloadsgrow
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ToelaboratefurtheronthetwofunctionalitiesofGoogleAdMod
1. Monetization(GoogleAdMob,2012)a. InstalltheSDKOncetheGoogleAdModSDK isinstalledontotheapp,theadsdisplayedto
Mapatok userswill be chosen based on the content of their conversations. Therefore, only
relevantadvertisementswillpopuptotheuser.
b. UserclicksonadsAdsfromGoogleadvertiserswillbedisplayedonMapatokanduserscanclickontheadstheylike.
c. MapatokearnsmoneyMapatokgetspaideverytimeauserclicksonadsintheapp.EarningscanalsobekeptatrackoffromtheAdModreportingdashboard.
2. Promotion(GoogleAdMob,2012)a. CreateadforMapatokTheMapatokadwillbedesigned,amounttobepaidforadclickwil
bedecidedonand the select kindsofmobile appsthat can display theMapatok adwill be
chosen.
b. UsersofothermobileapplicationsseeMapatokadTheMapatokadwillbedisplayedinothermobileapplicationsandpaymentwillonlybemadewhenusersclickontheMapatokad.
c. Mapatok downloads grow The Mapatok ad on various mobile applications will not onlyincreasevisibility,butwill also increasetrafficontheMapatokwebsite and therefore boost
applicationdownloadsthroughtheAppleAppStoreandAndroidMarket.
MarketingModel
DragonflyModelforViralMarketing
TocarryoutMapatoksviralmarketingcampaign,theDragonflyModelfromthebookTheDragonflyEffect
hasbeenchosen.TheDragonflyModeltapsconceptsfromsocialmedia,marketingstrategy,andconsumer
psychologytohelppeopleachieveasingle,concretegoalandharnessesthepowerofthesocialwebtomake
aconceptheavilyviral(Smith&Aaker,2011).
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Thismodelfollowsthepneumonic:Focus+GET
1.FocusIdentifyasingle,concreteandmeasurablegoaltoworktowards
2. GrabAttentionMakesomeonelookbyusingsomethingpersonal,unexpected,visceralandvisualtostandoutinalltheonlineclutter
3. Engage Creating a personal connection and accessing higher emotions through deep empathyauthenticity&tellingastory
4. TakeActionEnableandempowerotherstotakeaction
FocusThegoal-TomakeMapatokvisibleforsatisfyingtheneedofrecallingapointthatwasmadeinaconversation
The target consumers forMapatokwould be found at areas of linger on theweb. These areas include
webpagesthatpeoplelingeronfortheirdailydoseofinformation,orwheninahighlyengagedandoccupied
state.Socialnetworkingwebsites,highlyactivepublicforumsandcontinuouslyupdatedwebsiteswouldfigure
intotheseareasoflinger.
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GrabAttention
This would be achieved by associating Mapatok to the Slow Movement taking place around the world
TheSlowMovementadvocatesaculturalshifttowardsslowingdownthefastpaceoflife,therebyenjoying
those little moments in life that people just seem to take for granted one suchmoment being that o
enjoyingaface-to-faceconversations.Moreover,MapatokbeautifullyfallsintothefieldofSlowDesignone
ofthearmsoftheSlowMovement.ByleveragingthefollowingtheSlowMovementhasbeenabletogarne
acrossEurope,USAandAustralia,Mapatokwouldbeaimedtowardssupportingandspreadingthemessageof
theSlowMovementbyfocusingontheaspectofstimulatingconversations.
Anexampleofthekindofcatchphrasesthatwillbeusedtograbtheattentionofpotentialuserswouldbe
thede-evolutionofhumanbeings,whichstemsfromthethoughtreducingthedependencyofhumanson
technologyandhowMapatoksupportstheSlowMovementbypromotingrichuneditedvocalconversations
andreducingdrabconnectionsestablishedthroughtechnologydependentpeopleinteractions,suchasonline
chats and text messages. This class of catch phrases would not only be eye-catching, but also intriguing
enoughtomaketheuserwanttoknowmoreandeventuallyassociatehimselfwiththeconcept.Othercatch
phraseswouldinclude
1. TheSlowRevolution2. Minimizingtechnologybyusingtechnology3. Technologydrivende-evolution
Engage
Autismisadevelopmentaldisorderthataffectsthebrain'snormaldevelopmentofsocialandcommunication
skills.SinceMapatokadvocatestheideasofstimulatingconversationsandbringingpeoplemoreintouchwith
their human side, the viral marketing campaign will authentically strike an emotional chord in potentia
consumersbysupportingthecauseofstimulatingconversationsamongstautisticsocialgroups.Accordingto
theMapatokbusinessmodel,10%ofcustomerspaymentwillbedonatedtowardsinstitutionsandresearch
dedicatedforalleviatingautism.Suchacausewouldpushthecustomertopaymorefortheapplication.This
socialmessagewillbecommunicatedinthemediausedtopromotetheapplicationonline.
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TakeAction
The lastwing of the Dragonflymodelwill focusonproviding the consumerwith easymeans topurchase
Mapatok.Thiswillbedonebypointingconsumerstowardsvariouscall-to-actions(CTAs)placedinthemedia
usedtopromotetheapplicationonline.AllCTAswillre-directtheconsumertotheMapatokwebsite,where
hewillbeabletopurchaseanapplicationredemptioncoupon.
MediatobeUsed
ThemainchanneltotakeforwardMapatoksviralmarketingcampaignwillbefivesocialnetworkingwebsites
Facebook,Twitter,LinkedIn,Google+andPintrest,astheycompletelyencompassMapatoks targetsetof
customers.YouTubewillbeusedtohostallMapatokvideos.Theformsofmediathatwillbeusedtospread
theword aboutMapatokwouldbeessentially images and videos. Any imageorvideowill firstbe tested
againstthecriteriawheel(shownbelow)beforeitisfloatedonline,soastoensureamplevirality.
Theequationthatwillbeusedtocheckthedegreeofviralityofaparticularimageorvideois
X=(%ofpeoplewhopassonthestory)*(%ofinvitationsaccepted)*(averagenumberofpeopleinvited)
IfX>1,thentheimageorvideoisviralenough.
MapatokPromoXonImage/Video
EmoXonevoking
Memorable
Shareable
Relatableideatotargetsegment
Egoboosttotarget
segmentonassociaXon
Freshtothetargetsegment
Honeststory
Empoweringenoughtothetargetsegment
SimpleCTA
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BusinessModelCycle
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Bibliography
1. Nolan,J.(2012).AConversationwithSherryTurkle.RetrievedAugust5th,2012,fromTheHedgehogReview:http://www.iasc-culture.org/THR/THR_article_2012_Spring_Nolan.php
2. Strom,S.(2010,May10th).RetrievedAugust6th,2012,fromPayWhatYouWant:http://www.nytimes.com/2010/05/21/us/21free.html?_r=1
3. GoogleAdMob.(2012).RetrievedAugust6th,2012,fromMonetizeyourapp:http://www.google.com/ads/admob/monetize.html
4. GoogleAdMob.(2012).RetrievedAugust6th,2012,fromPromoteyourapp:http://www.google.com/ads/admob/promote.html
5. Politepix.(2012).OpenEars-iPhoneVoiceRecognition.RetrievedAugust12th,2012,fromWelcometoOpenEarsiPhonevoicerecognitionAPI!:http://www.politepix.com/openears/
6. Meredith,B.,&Storm,E.(2009).RetrievedAugust12th,2012,fromSlowDesign:http://www.create-the-good-life.com/slow_design.html
7. Smith,A.,&Aaker,J.(2011,October).RetrievedAugust12th,2012,fromBookReview:TheDragonflyEffect:DrivingSocialChangethroughSocialMedia.
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