What, where and now when

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In the last 18 months, the rise of the real-time Web has created many interesting business opportunities but is this only the tip of the
iceberg? Is the real-time Web hiding a bigger, more strategic opportunity? Is the temporal Web the next big revolution after “location”? Sebastien Provencher will present his latest thoughts on
the subject.

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What, where and now when

  1. 1. 1 What, Where and Now When? Time and Local Search
  2. 2. Rise of the Real-Time Web Content: unheard scale and scope (user participation) Consumers are looking for instant gratification (real-time products, services and experience) Business intelligence: in your face Conversations: become part of it, engage and initiate conversations (join the “now”) Source: Trendwatching
  3. 3. Real-Time: The Tip of the Iceberg? Flickr photo: Ludovic Hirlimann
  4. 4. Is there something more strategic when we start looking at time as a variable? The temporal Web
  5. 5. Time Use Research Investigates human activity inside and outside the paid economy Looks at how these activities change over time Addresses a wide array of political, economic, social, and cultural issues through the use of time use surveys Surveys provide geographic data and time diaries that volunteers record using GPS technology and time diaries. Source: Wikipedia
  6. 6. Categories of time Contracted time (work or school) Committed time (home and family) Necessary time (eating, sleeping, cleansing, exercising) Free time (the rest) Source: Wikipedia
  7. 7. Top 10 Uses of Time in a Typical Day (minutes per 24 hours) 1. sleeping (513 minutes) 2. working at main job (199) 3. watching TV (155) 4. eating and drinking (67) 5. washing, dressing, grooming (40) 6. socializing (39) 7. food and drink preparation (24) 8. interior house cleaning (23) 9. reading for personal interest (22) 10. relaxing, thinking (19) Source: Time Use Institute
  8. 8. Where Are People During the Day? Location and Activity of Adult -Apartment Residents by Hour: Monday through Friday Source: Time Use Institute
  9. 9. Going Out to Eat or Eating Home? Those who go out to eat, eat later in the evening than to those who eat at home Those who go out to eat, eat later in the evening than to those who eat at home Source: Time Use Institute
  10. 10. Time Trend: Work-Life Imbalance Less than half of consumers across 17 countries are satisfied with their work-life balance Various commitments and demands from work and personal/family life have contributed to the feeling of time-deprivation People are looking for speed and convenience and anything that allows them to feel more in control of time. Source: Datamonitor, August 2009
  11. 11. Time Trend: Saving Time/Saving Money 28% shoppers prefer to spend more if it saves them time (increasing) 28% say that "saving money by shopping around" was their top preference (decreasing) Source: M/A/R/C Research and Integer, August 2009
  12. 12. In the “local” space, what products/services/features are time- oriented? 1
  13. 13. Hours of Operations Key building block for temporal local Web Someone is searching for pizza at 2am, they probably want pizza now Don’t give them irrelevant results
  14. 14. Reservations / Scheduling / Appointments Restaurants, hotels, travel, yoga, dentists, etc.
  15. 15. Time Product: RFQ / RFP Request for quotes / request for proposals When do you need that roof fixed? NOW! Next week? Next summer?
  16. 16. Deals / Coupons / Specials / Sales Main characteristics: End date Offer Location
  17. 17. Real-Time Products Local content (external and internal) Local product inventory Reputation management Real-time business opportunities Data mining to influence search results 1
  18. 18. Inventory management "In the retail sector (…), many companies make a high percentage of their sales during an eight-day period around Christmas. If you rely on old information, it gives you an idea of what people are going to buy and in what quantity, but if you can capture that several times a day, you can move products to where the demand is. It allows you to react to needs and trends on a real-time basis" Source: Montreal Gazette, October 22, 2010
  19. 19. Pop-up Retail A pop-up retail space is a venue that is temporary Encompasses all temporary brand manifestations that add an element of surprise, urgency, and must- have/must-see to shopping, dining, entertaining, lodging, exhibiting and so on. It can also be for the duration of a peak in demand anticipated to be short. Source: Wikipedia & TrendWatching. Globalgraphica.com for the picture
  20. 20. Local Events Plancast Eventful: “Demand events in your town”
  21. 21. Local News Source: Poynter Online, “From Blog to Narrative: Josh Benton Throws Us a Curve”, March 21 2008
  22. 22. Predictions: The Future Stock Market Box Office
  23. 23. Data Mining to Influence Search Results Determine trends before they happen Gauge demand of products / services on a day-to-day basis Serving the right result at the right time “Temporal Analytics Engine” (Recorded Future)
  24. 24. Ideas / Thoughts / Business Opportunities How do we stretch time / optimize time for consumers? Knowing how time is spent probably has an impact on mobile/local/social applications Mobile commuting apps Can you help local merchants with inventory management? Is there a Plancast for local search? Real-time local product inventory for SMEs Deal / specials aggregation Is there dayparting / yield management on a local search site?
  25. 25. Food for Thought “Media companies are stewards of people’s time. People choose to invest their time with media companies’ products and those choices become opportunities to invest client dollars to help people get things done…” Source: Jerry Courtney, “Procuring Value with People”, October 23, 2010
  26. 26. Food for Thought 2 "Brands don't become great by monitoring the past. The challenge is to have a point of view on the future.” Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company Source: Technology Review, “Mining Moods for Brand Intelligence” October 11, 2010
  27. 27. Food for Thought 3 John Battelle: "What's the next big thing after social? Location." Me: What's the next big thing after location? Time? Time is (probably) money... Source: John Battelle “Mayer to Location: Big. ” October 12, 2010
  28. 28. Recommended reading “Twenty-Four Hours - Insights into the Flow of Daily Life from the American Time Use Survey”, The Time Use Institute, June 2008
  29. 29. Merci! Sébastien Provencher Co-founder, Praized Media www.needium.com sprovencher@needium.com http://blogs.praized.com/seb http://twitter.com/sebprovencher
  30. 30. Back-up slides 1
  31. 31. Canadians Caught in the Time Crunch A greater demand by consumers for services in the evenings, weekends and holidays (25% of Canadian work non- standard hours) An increase in urban sprawl Greater innovation and adaptation of workplace technologies (on call) 20% of Canadian feel “time crunched” Source: Canadian Index of Wellbeing, June 2010

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