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Jyri Engestom, Ditto

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  • Hi my name is Jyri Engeström and I’m CEO of a new mobile app called Ditto that just launched - you may have read about us. This is not my first time as an entrepreneur: I cofounded the Twitter competitor Jaiku, sold it to Google in 2007, and started up Google’s social and mobile products before leaving to build Ditto.\n
  • Well-known venture capitalist Fred Wilson recently said something on his blog that I think rings true: that “every big technology company has mea new technology that has undone their dominance. For Microsoft it was open source and the internet. For Google, it appears that it may be social. For Facebook, it appears that it may be mobile.”\n
  • I started by thinking: if we were to build a Facebook today, what would it look like? Social is going mobile, and mobile is all about touchscreens. Foursquare’s innovation was the checkin, which is a social gesture that you can do by just tapping a button.\n
  • But as a sociologist I believed in my former Nokia colleague, Dopplr cofounder Matt Jones’ point: the most useful communication is not about where you are, it’s about where you’re going.\n
  • Let’s look at the Ditto user interface again: you tap the button to share what you want to do.\n
  • Or, if you don’t see what you’re looking for, you swipe to the next page of buttons and pick the activity. \n
  • To illustrate how Ditto works, I’ll tell you the story of my arrival in Austin last night. I cut a few corners to make it fit in this time slot but the story is based on actual events - check the history on Ditto! \n\nLast night I arrived late, checked into my hotel, and realized around 11:45 pm that I needed dinner. A bunch of people I know were on the plane but I didn’t have their contact details. One of those people was my friend Ross M. Ross went on Ditto and tapped “Go out” because he was in the mood for a drink.\n
  • To illustrate how Ditto works, I’ll tell you the story of my arrival in Austin last night. I cut a few corners to make it fit in this time slot but the story is based on actual events - check the history on Ditto! \n\nLast night I arrived late, checked into my hotel, and realized around 11:45 pm that I needed dinner. A bunch of people I know were on the plane but I didn’t have their contact details. One of those people was my friend Ross M. Ross went on Ditto and tapped “Go out” because he was in the mood for a drink.\n
  • This is how you create a new post on Ditto. If Ross knew where he was going, he could select the bar or club by tapping this link. But last night Ross didn’t know where he’d end up so he just tapped Send.\n
  • This is how you create a new post on Ditto. If Ross knew where he was going, he could select the bar or club by tapping this link. But last night Ross didn’t know where he’d end up so he just tapped Send.\n
  • This is how you create a new post on Ditto. If Ross knew where he was going, he could select the bar or club by tapping this link. But last night Ross didn’t know where he’d end up so he just tapped Send.\n
  • \n
  • This resembles checking in: just two taps - no typing. And typically with checkins, this is where it ends. That prompted John Battelle, our host here at Signal today, to write a blog post last spring about checkins and the potential of a “database of intentions.” In the post, he noted that after three months of checkins he expected a bit more “human contact” to take place.\n
  • Back to our story: last night, I had just arrived at my hotel when I received a push notification -- the ping from Ross -- on my iPhone.\n
  • I went on Ditto and hit “Reply”\n
  • This prompted me to select a bar or club nearby. I noticed a friend of mine, MG S., had already recommended the Driskill as his favorite -- but I checked out 6th Street the nearest non-hotel bar.\n
  • It was right across the street from our hotel.\n
  • So I asked Ross if that was where he wanted to go.\n
  • (The actual thread was longer)\n
  • On Ditto, users can give each other trophies as recognition for great recommendations. This introduces a gaming mechanic that doubles as “karma” similar to seller ratings on eBay. So, if you’re not sure about the quality of someone’s recommendations, you can check their track record on their profile.\n
  • Ross and I got together and had a good time last night!\n
  • I hope that you will find yourself using Ditto to select where to go & what to get - and I think there’s a decent chance that you will, because so far it’s been fun, and it works.\n
  • We’re only a week old! So what’s in store for the future? We want to make it easy to share & recommend products that you buy and consume on your iPhone: apps, music, books, movies... maybe things like travel too.\n
  • We were hoping people would like the app, but the reception has been almost overwhelming. It will be some times still before we introduce monetization elements into the app, but already there’s clear interest from merchants and brands to advertise on Ditto because we touch users when they are making decisions.\n
  • \n
  • The Italian saying “ditto” -- which basically means “yup, what you said” -- was made famous in the US by Patrick Swayze in the movie Ghost. It’s historical in that it is the only line that has been selected to the American Film Institute's (AFI's) "100 Greatest Quotes in Movies". Ironically, it also made it into Filmsite.org's "Top 10 Worst Movie Quotes"!\n
  • Thanks! Please download Ditto to your iPhone from the App Store! We will be focusing on Android and web versions next, so if you’re on these platforms, thanks for your patience, and stay tuned!\n
  • Transcript

    • 1. ditto.meJyri Engestrom, CEO Twitter: @jyri
    • 2. Fred Wilson “Every big powerful technology company has met a new technology that has undone their dominance. For Microsoft it was open source and the Internet.http://www.avc.com/a_vc/2011/01/building-better-social-graphs-continued.html For Google, it appears that it may be social. For Facebook, it appears that it may be mobile.”
    • 3. Tap to share what you want to do
    • 4. Coffee In transit Go out Event
    • 5. Coffee In transit Go out Event
    • 6. Coffee In transit Go out Event
    • 7. ✓ Sent
    • 8. John BattelleAfter three months of checkins“I expected a bit more...human contact.”http://battellemedia.com/archives/2010/04/foursquare_-_i_wish_it_was_better_for_me
    • 9. Win!
    • 10. Youʼre going to find yourself using Ditto toselect where to go & what to get - because itʼs fun and it works.
    • 11. Weʼre making it easy to share & recommendproducts that you buy and consume on your iPhone. Apps Books
    • 12. Merchants and brands want to advertiseon Ditto because we touch users when they are making decisions.
    • 13. Ditto!I want to
    • 14. “ditto”Demi Moore & Patrick Swayze in Ghost (1990)
    • 15. ditto.me