2008 07 25 Vrm

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A presentation on VRM: Vendor Relationship Management

A presentation on VRM: Vendor Relationship Management

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Transcript

  • 1. A VRM Minifesto
    • Doc Searls
  • 2. 1) A free customer is more valuable than a captive one.
    • Problem is, too many of us still think the opposite way.
  • 3. We still think the best customer is a captive one.
    • That’s why we (as sellers) “manage,” “control” and otherwise “own” creatures called “consumers.”
    • And that’s why…
  • 4. We think a “free market” is “your choice of captor.”
    • Which brings us to Thesis #…
  • 5. 2) Markets won’t be free until customers are free.
    • And the old mentality becomes obsolete
    • because free customers prove more valuable than captive ones.
  • 6. What we need is VRM: Vendor Relationship Management.
    • It’s the Net’s end-to-end principle, applied to markets.
  • 7. For companies, VRM is the reciprocal of CRM. VRM CRM
  • 8. For individuals, VRM is a way to relate.
    • It also applies the Net’s end-to-end nature.
    VRM
  • 9. I should be able to express global (and logical) preferences outside of anyone’s silo.
    • Such as…
    • IF I am calling for tech support,
    • THEN I don’t want to hear a commercial message.
    • AND I am willing to pay X to reach a human in <60 seconds.
  • 10. I should be able to manage my own health care data.
    • Instead of risking my life when I fill out manual forms with names of diseases I don’t know how to spell.
  • 11. I should be able to issue a “personal RFP” to whole markets, on the fly.
    • For example, send a message saying I need a 200w 220->110 converter
    • in Amsterdam on a Sunday afternoon…
    • — without going into a silo, or giving any more than the required information…
    • — which mainly consists of being trustworthy and having money to spend.
  • 12. I should be able to manage my relationships with vendors. By my own devices.
    • That means “agreements” need to go both ways.
    • My TOS should eliminate TOSes from corporate lawyers that nobody reads and everybody has to “accept”.
    • It means real relationships between truly consenting patries.
    • Just like we have in the physical world.
  • 13. One project is a new business model for free media. (one that isn’t advertising)
    • Free media include…
    • Non-commercial broadcasting
    • Blogs, podcasts
    • Music…
    • Anything that’s either free on purpose or too easy to “steal”
  • 14. Its toolbox is the relbutton : a symbol of VRM+CRM
    • It says,
    • “ I want to pay…
    • what I want.” And/or,
    • “ I want to relate…
    • on my terms…
    • and not just yours.”
    • “ This is my code’s way
    • of letting your code know that.
    • Even if you’re not listening. Yet.”
    • Its how VRM meets CRM.
    CRM VRM
  • 15. The relbutton can represent three different states.
    • Intention to buy (and to relate).
    • Intention to sell , but also to relate on your (the buyer’s) terms, as well as your own.
    • Existing relationship — which can be viewed and unpacked on either side.
  • 16. There’s no limit to data types stored on both sides.
    • These can include intentions, transaction records, preferences, memberships, “social graphs”, shopping lists, existing agreements, whatever.
  • 17. Here’s where we’ll see it first:
    • On a radio/podcast tuner for the iPhone and other mobile Internet devices.
  • 18. It will provide a new business model for media.
    • Starting with noncommercial sources.
    • And growing to include everything.
    • Starting with the music business, probably.
  • 19. VRM makes customers into platforms.
    • It gives customers an API, or a set of APIs. Or whatever it takes.
    • Anybody can program goods and services (and base businesses)
    • — on what customers actually want, and are in control of.
    • Some specifics, to guide both developers and marketers…
  • 20. VRM is personal.
    • That doesn’t mean it isn’t social.
    • Just that it’s personal first.
  • 21. VRM tools are personal tools.
    • Just like the wallet is a personal tool.
    • Just like a bank account is a personal tool.
    • Not like a credit card, though. Because bank accounts are self-issued in ways credit cards are not.
    • An r-card or a mine! or a personal data store need to be personal tools or toolsets.
  • 22. VRM tools provide individuals with ways to manage relationships.
    • With vendors.
    • With organizations.
    • With government entities.
    • With each other.
    • Whether those relationships are enduring
    • or transitory.
  • 23. With VRM, individuals are the central points of integration.
    • — Even if the data is stored in the cloud.
    • — Even if the individual is trusted thanks to a third party.
    • — Especially if a third party is involved.
    • Which it will be in many (but not all) cases.
  • 24. There are no limits
    • — to data types (or quantities) that individuals can hold
    • — or to what they can assert.
  • 25. There are no limits
    • — on the type or amount of business that can be built on VRM.
    • — because it will be built on free customers working in free markets.
    • — Same goes for governments and citizens,
    • organizations and members.
  • 26. We’re sitting at Ground Zero for Markets 3.0
    • 1.0 was the Agrarian Age
    • 2.0 was the Industrial Age
    • 3.0 is the Information Age
    • … in which information is not just another word for data.
    • It’s how we inform — and form — each other.
  • 27. So, let’s rock.
    • And build stuff.