2. NO
STRAIGHT
LINES:
creating assets and access in
the intention economy
@alansmlxl | www.smlxtralarge.com
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
3. The 6 Laws of Mobile
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
4. 1. Value over culture
Interaction, Entertainment,
Expression, Transaction.
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
5. 2. The law of the ecosystem
Roles of all players must
remain in collaborative
Balance
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
6. 3. The empowering nature of mobile
A remote control for life
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
7. 4. The value of time zones
“In-Between-Time”
“Golden Time”
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
8. 5. Mobile-specific business models
are essential
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
9. 6. The future is simplexity
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
10. Refined data the black gold of the
21st Century
Alex Pentland, director of MIT’s Human Dynamics
Laboratory, “Using location data, I can say a lot about the
music you like... for example, your financial risks.”
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
11. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
12. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
Mass customisation
13. Recommendation engine, usage based,
data fed
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
14. Curation of content, packaging
of content, filtering and sense
making
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
15. Ubiquity = Everywhere
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
17. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
18. Designing for time zone needs
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
19. stretching and blending time
Activities during the day, but most product purchases between
10pm and 2am
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
20. 45% response rate
€83m revenues in 2008
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
21. Business foundations 4C’s
commerce
connectivity culture
community
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
22. Value is created not only in
the purchase of goods it is
co-created by the
Girlswalker community.
24. Making business through transparency
of data
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
25. My Yoad?
Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile
information and consumer lifestyle preferences for use as an
interface between companies determining whether to send a
highly relevant commercial communication to that person
(normally to their mobile telephone). [orig. unkn.]
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
26. Qustodian innovating with communities
of passion, with data, with technology,
& revenue models – Exhibit [a] Atletico
Madrid. http://uk.qustodian.com/
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
27. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
Assets & Access in the cultural sector
28. What does mobile mean?
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
29. the
cultural
organisation
assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge:
curators
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
30. the communities
cultural of
organisation interest
assets
Rolling Exhibitions Public
Permanent collections Corporations
Archives Universities/ academia
Lots of stuff in storage Business
Implicit Knowledge: Other museums / cultural
curators institutions
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
31. the communities motivation
cultural of
organisation interest
assets
Rolling Exhibitions Public Money
Permanent collections Corporations Pleasure
Archives Universities/ academia Self improvement
Lots of stuff in storage Business Status
Implicit Knowledge: Other museums / cultural Professional information
curators institutions
Inter-related
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
32. Networked communities of interest
org+
values
passions
needs
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
33. The link economy:
create bundles of products and services
Data driven:
Amazon data architecture – recommendation
engine, Apple genius and iTunes, personalisation
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
34. Creating access to assets
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
35. ‘digital curator’
the expertise of heritage institutions is a
value proposition used to generate income.
Customer groups:
consumers, academics researchers, business
professionals.
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
36. ‘digital curator’
digital services centred on the collection materials.
‘refined’ metadata, like specialist background
information on a collection, or digital teaching
packages.
Archives offering courses to archive researchers,
including novices.
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
37. Tate Britain online courses £20 on artists’techniques and
methods (www.tate.org.uk/learnonline).
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
38. Archives: traditional view
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education,
Culture and Science 2010
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
39. Archives as a platform
Archives offering courses/services to archive researchers, & other communities of
interest. Note cultural org now a platform creating new access around its assets
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture
and Science 2010
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
40. Design for economies
of scope
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
41. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
47. Innovation in banking by creating a
connective tissue through the mobile web
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
48. Banks fail to meet customers’ expectations
Trust gap with public.
“ I have tried Bank of America.
Um, no. Never again. 35$
overdraft charges? What?
Antiquated legacy technologies make
Customer service telling me
innovation difficult. that the balance shown online
is not the most up-to-date?
Commoditization driving customer I've had a lot of issues with
apathy. Bank of America...It
is absurd that they take
advantage of us.
PFM entrants lack transactional
relationship with customers. – Josh B.
beta invitee
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
49. Real-time processing to close the engagement loop
With real-time and mobile, customers
can engage more closely with their
finances.
Categorize and label expenses on-the-go.
Understand the impact of spending
decisions on goals in real-time.
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
50. Goals and Safe-to-SpendTM
Goals enable customers to
automatically save for future
events.
Safe-to-Spend automatically
calculates the customer’s
spending cushion.
“Cruise control for your
money.”
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
51. Goals enable relevant offers
Customer Goals are a very
strong predictor of purchase
intent.
Goals allow companies to
engage prospective customers
with the right offer at the right
time.
Context sensitive: desktop,
tablet, smartphone.
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
52. Transaction history informs coupons and
discounts offered to customer
Full transparency into customers’ transaction histories.
Ability to provide customers with relevant discounts
and coupons.
Context sensitive: desktop, tablet, smartphone.
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
53. Ryoji Kaneko is always
looking for work
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
54. Help
Networks –
the buying
and selling of
time
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
55. Augmentation is merely the
layering of information and
data to create more value –
like a map!
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
56. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
57. Identity Reputation scoring
Recommendations schedule
fees
proximity
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
58. alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
So what we face is a design
problem & challenge
59. Design for the intention
economy
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
60. Design for data + linked
economics
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
62. Design for
personalisation
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
63. Design for
customisation
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
64. Design for communities
of interest
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
65. Design for participation
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
66. Design for convergence
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
67. Design for service
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
68. Design for context
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
69. Disrupt yourself before
someone does it to you
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011
70. Alan has been described as a charismatic
visionary, who studies the disruptive trends in
the world of innovation and makes them very
tangible to his audience. He is recognised as a
great distiller of complex arguments into their
most salient points, who can take concepts
from many sources and find the previously
hidden relationship between them. He has a
firm grasp of the changes which are reshaping
our world.
With his insight on these interlocking trends;
Alan enables companies and organisations to
develop winning ways for how businesses and
organisations can succeed in the early 21st
Century.
Alan is currently working on his next project
No Straight Lines: making sense of our non-
linear world. A project that investigates the
complex and interwoven challenges we face
today and how we can design innovative ways
to solve some of the intractable dilemmas that
now confront us – publication due 2011.
More info about what we do: http://ht.ly/4BFrB
Information on No Straight Lines: http://ht.ly/4BF7g
71. NO
STRAIGHT
LINES:
creating assets and access in
the intention economy
@alansmlxl | www.smlxtralarge.com
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011