SMLXL Mobile Marketing Association-NY-2011

SPEAKER: Alan Moore TITLE: Assets & access  in the inten9on  economy COMPANY: SMLXL Ltd 

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

1. Value over cultureInteraction, Entertainment,Expression, Transaction. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

2. The law of the ecosystemRoles of all players mustremain in collaborativeBalance  alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

3. The empowering nature of mobileA remote control for life  alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

4. The value of time zones“In-Between-Time”“Golden Time” alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

5. Mobile-speciﬁc business modelsare essential alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

6. The future is simplexityalan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Reﬁned data the black gold of the21st CenturyAlex Pentland, director of MIT’s Human DynamicsLaboratory, “Using location data, I can say a lot about themusic you like... for example, your financial risks.” alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

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

Recommendation engine, usage based, data fed alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Curation of content, packagingof content, ﬁltering and sensemaking alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

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

Designing for time zone needsalan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

stretching and blending time Activities during the day, but most product purchases between 10pm and 2am alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

45% response rate€83m revenues in 2008 alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Business foundations 4C’s commerce connectivity culture community alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Value is created not only inthe purchase of goods it isco-created by theGirlswalker community.

Self-expression, self-esteem,fashion knowledge,peer group recognition,shopping satisfaction. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Making business through transparency of dataalan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

My Yoad?Yoad /‘jэυd/ 1. n. a file in database storing a person’s profileinformation and consumer lifestyle preferences for use as aninterface between companies determining whether to send ahighly relevant commercial communication to that person(normally to their mobile telephone). [orig. unkn.] alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Qustodian innovating with communities of passion, with data, with technology, & revenue models – Exhibit [a] Atletico Madrid. http://uk.qustodian.com/alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011Assets & Access in the cultural sector

What does mobile mean?alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

the culturalorganisation assets Rolling Exhibitions Permanent collections Archives Lots of stuff in storage Implicit Knowledge: curators alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

the communities cultural oforganisation interest assets Rolling Exhibitions Public Permanent collections Corporations Archives Universities/ academia Lots of stuff in storage Business Implicit Knowledge: Other museums / cultural curators institutions alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

the communities motivation cultural oforganisation interest assets Rolling Exhibitions Public Money Permanent collections Corporations Pleasure Archives Universities/ academia Self improvement Lots of stuff in storage Business Status Implicit Knowledge: Other museums / cultural Professional information curators institutions Inter-related alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Networked communities of interest org+ values passions needs alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

The link economy:create bundles of products and servicesData driven:Amazon data architecture – recommendationengine, Apple genius and iTunes, personalisation alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

‘digital curator’the expertise of heritage institutions is avalue proposition used to generate income.Customer groups:consumers, academics researchers, businessprofessionals. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

‘digital curator’digital services centred on the collection materials.‘reﬁned’ metadata, like specialist backgroundinformation on a collection, or digital teachingpackages.Archives offering courses to archive researchers,including novices. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Tate Britain online courses £20 on artists’techniques andmethods (www.tate.org.uk/learnonline). alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Archives: traditional view Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010 alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Archives as a platformArchives offering courses/services to archive researchers, & other communities ofinterest. 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 alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Design for economiesof scope alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

What does txteagle teach us? alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

Innovation in banking by creating a connective tissue through the mobile webalan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Banks fail to meet customers’ expectations Trust gap with public. “  I have tried Bank of America. Um, no. Never again. 35$ overdraft charges? What? Antiquated legacy technologies make Customer service telling me innovation difficult. that the balance shown online is not the most up-to-date? Commoditization driving customer Ive had a lot of issues with apathy. Bank of America...It is absurd that they take advantage of us. PFM entrants lack transactional relationship with customers. – Josh B. beta invitee alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Real-time processing to close the engagement loop 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. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Goals and Safe-to-SpendTM Goals enable customers to automatically save for future events. Safe-to-Spend automatically calculates the customer’s spending cushion. “Cruise control for your money.” alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Goals enable relevant offers 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. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Transaction history informs coupons anddiscounts offered to customer Full transparency into customers’ transaction histories. Ability to provide customers with relevant discounts and coupons. Context sensitive: desktop, tablet, smartphone. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Ryoji Kaneko is alwayslooking for work alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Help Networks – the buying and selling of timealan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Augmentation is merely thelayering of information anddata to create more value –like a map! alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Identity Reputation scoring Recommendations schedule fees proximityalan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011So what we face is a design problem & challenge

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

Design for data + linkedeconomics alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

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

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

Design for communitiesof interest alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

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

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

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

Disrupt yourself beforesomeone does it to you alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Alan has been described as a charismaticvisionary, who studies the disruptive trends inthe world of innovation and makes them verytangible to his audience. He is recognised as agreat distiller of complex arguments into theirmost salient points, who can take conceptsfrom many sources and find the previouslyhidden relationship between them. He has afirm grasp of the changes which are reshapingour world.With his insight on these interlocking trends;Alan enables companies and organisations todevelop winning ways for how businesses andorganisations can succeed in the early 21stCentury.Alan is currently working on his next projectNo Straight Lines: making sense of our non-linear world. A project that investigates thecomplex and interwoven challenges we facetoday and how we can design innovative waysto solve some of the intractable dilemmas thatnow confront us – publication due 2011.More info about what we do: http://ht.ly/4BFrBInformation 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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