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2008 07 25 Vrm


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A presentation on VRM: Vendor Relationship Management

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2008 07 25 Vrm

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