From Intent to Expression: The Meaning of Payments in the Web 2.0 World

From Intent to
Expression
#w2eExpression

Web 2.0 Expo/NY
October 11, 2011

Ben Saren - Vice President, Marketing - Litle &
Co. www.litle.com - @bsaren

What Have We Been Hearing?

Forbes

#w2eExpression
© Copyright Litle & Co., LLC. 2011. All rights reserved.

Leading to a Revolution

• In addition to the many digital revolutions
happening, there’s another kind of revolution
happening.

• It’s not just the Middle East, Greece, Spain - it’s
in the US too, the entire ﬁnancial industry is
facing a revolt - a shift of power.

• A Financial Services Revolution has begun.

#w2eExpression

Taking it to the streets...

#w2eExpression

The Data Frame

- From Web 2.0 Summit 2011 blog: The Data
Frame

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The Data Frame

• The theme of next week’s Web 2.0
Summit in SF is “The Data Frame.”

Frame

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The Data Frame


• In his “What is Web 2.0” paper, Tim
O’Reilly said, “Data is the next Intel
Inside.”

Frame

#w2eExpression

The Data Frame


• In his “What is Web 2.0” paper, Tim
O’Reilly said, “Data is the next Intel
Inside.”

• “Data is not only the web’s core
resource, it is at once both
renewable and boundless.”
Frame

#w2eExpression

The Winning Field Goal
• “We know that those who best leverage
data will win.”

• “Consumers now create and consume
extraordinary amounts of data. Hundreds of
millions of mobile phones weave inﬁnite
tapestries of data, in real time. Each
purchase, search, status update, and
check-in layers our world with more of it.
How our industries respond to this
opportunity will deﬁne not only success and
failure in the networked economy, but also
the future texture of our culture.”
Frame

#w2eExpression

Subscription Revolution

Consumer
(personal life)

Enterprise
(work life)

#w2eExpression

The Lines are Blurring

Consumer
(personal life)

Enterprise
(work life)

#w2eExpression

The Lines are Blurring

Consumer
(personal life)

ProSumer

Enterprise
(work life)

#w2eExpression

dis-ruhp-shuhn
• There’s increasing disruption in the
traditional payments industry.

• There’s increasing disruption in digital
payments.

• PayPal really shook things up years ago.
Square is doing the same thing today.
But this is just the beginning.

This disruption is not only changing the traditional ﬁnancial services industry,
it’s altering how businesses look at the real value behind each consumer
payment.

#w2eExpression

The Democratization of Finance

Just as Web 2.0 democratized the web,
threatened and changed the media industry
forever, the democratization of ﬁnance has
just begun.

It’s a revolution.

#w2eExpression

Payments Intelligence

• The faceless nature of e-commerce gives payments a level of meaning
previously undiscovered - they’re not intentions, as with a click - they are
expressions, the most meaningful statements about your buyers.

• The most disruptive opportunity facing e-commerce today is leveraging
purchase and payments data to better optimize a business’ top line and
bottom line, optimize marketing, optimize competitive strategies.

• I call this Payments Intelligence.

#w2eExpression

Redeﬁning “Know your customer”

It’s incumbent on Web 2.0 businesses,
particularly those with heavy reliance on
recurring revenue and recurring digital
payments, to look through a payments
intelligence lens to both derive and apply what
payments say about their relationships - past,
present, and future - with consumers.

#w2eExpression

Mission Critical
• Understanding and measuring information
about your buyers is the single most
important thing you can do for your
business.

• Payments Intelligence is the closest and
most critical touchpoint you have with your
buyers.

• Privacy is more critical than ever.

• Not all merchants are created equal. Those
who embrace these realities will not only
survive the revolution, but they’ll thrive.

#w2eExpression

What’s the Intel?

• Payments Intelligence allows online merchants to understand...
• Who are the profitable customers? What’s their profile?
• How do you acquire those customers most effectively, inexpensively?
• How do you avoid the unprofitable customers?
• Once acquired, how do you increase the annual profits those
customers generate for the business?

• How can you keep them longer as customers (CLV)?

#w2eExpression

Payments Value Chain

!"#$%&&'()*+,-./#(01+2-3%#+45-'(

!"#$%&%'() *+,+)'() !-.%'()

4056+),3 *+,$.)&83
/0.1+')23
!""+7,0)"+3 *+"$..%)234056+),&3 9;0.2+<0"1&3
90)"+::0'()3

Various levers need pushing and pulling at each of these
stages.

#w2eExpression

Levers
• What are you trying to achieve with these levers?
• Increase revenue
• Decrease cost
• Decrease risk
• Do “what is right” for customers, employees
• Optimize marketing
• Develop competitive strategies

#w2eExpression

Battle Ready

Compete in the new payments economy with

Payments Intelligence as your secret weapon.

#w2eExpression

Thank you
Ben Saren
Vice President, Marketing at Litle & Co.
www.litle.com
@bsaren

#w2eExpression

From Intent to Expression: The Meaning of Payments in the Web 2.0 World

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