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Some insights about
Blippy
Dieter Zirnig
WW Digital Strategy, HP




HP Restricted
©2010 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
Blippy
Some insights about Blippy


Introduction:
Why am I sharing Blippy with you?
•   I like the idea around Blippy: Combining shopping experience with Social Media
•   I like, that ideas are getting supported with amounts of money
•   I like, that people try out things and tune it for relevant business-cases
•   I like to see, that everything is possible
•   I like to see and feel the innovation and inspiration around it
•   I like to getting inspired by such ideas.
•   Even, if this is a „hot nothing“, it gives us a lot of new ideas and opportunities to learn,
    what others are doing, and where the market is heading to.


We need such open-thinking for HP.
Dieter Zirnig, WW Digital Strategy

2
Blippy
Some insights about Blippy


Tags



Innovation                Social Media Twitter




Blippy             Social Buying   Ideas            Sharing Collaborating




Angel Fund   Transpareny             Opportunities hp.com


3
    Sales
Blippy
Some insights about Blippy




                 „Want everyone to see your credit card
                              transactions?
                                              Of course your do.
                                                Meet Blippy.“
                                               Techcrunch, Dec 11 2009




    http://techcrunch.com/2009/12/11/blippy

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5
6
Blippy
Some insights about Blippy




                    „Blippy tells the world what you buy.“
                                                        CNN, Jan 21 2010




    http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

7
Blippy
Some insights about Blippy




                „It‘s like the financial version of Twitter.“
                                             Co-Founder Kaplan about Blippy




    http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

8
Blippy
Some insights about Blippy




    „We call it passive sharing, and we thing it‘s going
                         to be a trend.“
                                                Kaplan at CNN, Jan 21 2010




    http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

9
Blippy
Some insights about Blippy




         „Consumer have never had the benefit of just
          knowing how much everyone else has paid for
                           stuff.“
                                                 Kaplan at CNN, Jan 21 2010




     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

10
Blippy
Some insights about Blippy




                 „Want everyone to see your credit card
                              transactions?
                                           Of course your do.
                                                 Meet Blippy.“
                                                Techcrunch, Dec 11 2009




     http://www.crunchbase.com/company/blippy

11
Blippy
    Some insights about Blippy


What is Blippy?
•        Blippy is a service that allows
         you to automatically share
         your credit card transactions
         as you make them.
•        This includes the place you
         made the purchase, the
         amount, and in some cases,
         the item.
•        This is all placed in a social
         stream where other Blippy
         users can comment on and
         „like“ the various items.
     http://www.crunchbase.com/company/blippy

12
Blippy
    Some insights about Blippy


What is Blippy?
•        Founded Jan 14, 2010
•        $1.73M Angel funding

•        5.000 closed beta-user
•        user shared over $4.5M in
         purchase
•        > 100.000 different
         purchases



     http://www.crunchbase.com/company/blippy

13
Blippy
Some insights about Blippy




      „Many of the next great businessses of the next
        decade will be about making information about
                 our behaviours more visible.“
                                                  Evan Williams, Twitter CEO




     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

14
Blippy
Some insights about Blippy




     „We don‘t know, which I think is funny but is also
           indicative of what we‘re trying to do.“
                                             Philip Kaplan, Co-Founder Blippy




     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

15
Blippy
Some insights about Blippy


Perspectives
•         If Blippy is able to prove that
          people don’t mind sharing their
          purchase data, a number of
          potential business plans could
          spring up.
•         Affiliate fees are an obvious one
•         Featured vendors
•         Blippy Credit Cards
•         Cooporation with Square
          (http://www.squareup.com)??



     http://techcrunch.com/2010/01/14/blippy-funding

16
Blippy
Some insights about Blippy


Added services
•         iTunes
•         Zappos
•         eBay
•         Woot!
•         Groupon
•         Threadless
•         Stubub
•         Go Daddy
•         Netflix
•         Gamefly
•         Blockbuster
•         Seamsless Web
•         Wine Lobrary
•         Visa, MasterCard, AmEx, etc.
     http://blippy.com

17
Blippy
Some insights about Blippy


What is Blippy?




     http://www.youtube.com/watch?v=SSibRDdKG04

18
Blippy
Some insights about Blippy


What is the point of Blippy?
•         Without getting too philosophical, I'll just start at the beginning. The
          big answer is: We don't know, which I think is funny but is also
          indicative of what we're trying to do.
•         Consumers have never had the benefit of just knowing how much
          everyone else has paid for stuff. When I go down to the local gym
          in my neighborhood and I say I want a membership and they tell
          me how much a membership costs, I have no idea what an actual
          membership costs. I don't know if I should ask for less, or if they're
          giving me a deal. I kind of just want to know what everybody else
          there is paying. But of course the gym will never tell me that.



     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

19
Blippy
Some insights about Blippy


Why does the price have to be attached to the
  post?
•         Blippy is like looking at a menu. And if you have a menu without prices,
          like the first thing you want to know is „How much does it cost?“
•         I saw that one of the people who I followed bought this scale on Amazon. It
          said: Wi-Fi enabled bathroom scale; $169. Now that's not cheap for a bath
          scale, but "Wi-Fi enabled" sold me, so I bought it. And when I bought it,
          somebody else bought it because they saw I bought it. When they bought
          it, like three other people bought it. It was the first time I'd ever seen viral
          shopping. It's like a little flair went out and suddenly probably 10 people
          bought these scales within an hour, which was a lot of scales, and 10 more
          sales than they would have sold.



     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

20
Blippy
Some insights about Blippy


Are the posts automatically and can you post
   manually?
• Currently it's automatic. Typically what people do is they connect one credit
  card to Blippy, and then the rest of your credit cards are private. So when you
  buy something that you think is vaguely interesting -- it could be from a
  restaurant that you are at, or, you know, getting a bagel for lunch, or literally
  just buying gas, something that's not private -- you use your shared card,
  your Blippy card, and it's automatically shared with your friends.
• We personally like that. We call it passive sharing, and we think it's going to
  be a trend. You don't have to go to Twitter or Facebook and type to tell
  everybody what you're doing. You just sort of do your normal stuff and you're
  automatically publishing. That said, you can always pause the sharing if
  you're buying birthday gifts or something like that.


     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

21
Blippy
Some insights about Blippy


Insights


Share and learn
Example
• I was posting a spending at
  godaddy.com
• A friend posted „I did not
  know godaddy“
• We got in touch, talked, shared
• He got to know the service
  and the advantages.


22
Blippy
Some insights about Blippy


Are the companies and sites you integrate with
   paying you?

•    No, they're not paying. What they're doing is they're encouraging their users
     to use us. Which is kind of a ballsy move, because what if nobody buys
     anything from these stores, or what if people buy things from the stores and
     they don't like it? So far it's been stores that think that they sell cool stuff, and
     think they sell good products, and they say, "You know what? When
     somebody buys this, we want them to tell the world."




     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

23
Blippy
Some insights about Blippy


Do you think this promotes brand names that
  everyone knows and national chains?
•         It's hard to tell. The site's only been open for a few days. ... For me, and I
          presume for most people, the things that you haven't heard of are the most
          interesting. So while, yes, it's fun to look at what somebody bought from
          Target, and a lot of people buy stuff from Target, it's more fun to see that I
          bought something from a store called "See Jane Run."




     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

24
Blippy
Some insights about Blippy


You mentioned the idea of a Blippy Card. Is
  Blippy going to become a credit card
  company over time?
•         There has been some demand for an actual Blippy Card. If someone only
          has one card and they want like a big orange card that they're not going to
          forget is their Blippy card.
•         So we have a few solutions. It could be as silly as just a sticker you could
          put on your card to remind you. ... We might have a credit card. We're at
          the very beginning stages of looking into it.




     http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html

25
Blippy
Some insights about Blippy


Some humorous things
• Kaplan also shared a humorous unofficial competition going on throughout
  the site. Apparently, a number of users are trying to make the smallest
  purchase possible (above free). Right now, the winner was able to buy one
  Tootsie Roll with a credit card, for $0.03.
• What about the biggest purchase? $15,789 on a industrial freezer. The
  average purchase price for things on Blippy is $42, apparently. With it now
  open to everyone, it will be interesting to see how that changes.




     http://techcrunch.com/2010/01/14/blippy-funding/

26
Blippy
Some insights about Blippy


Questions? Ideas? Sharing? Collaboration?


•    I‘m looking forward for any innovations, ideas and business-opportunities in
     the area of Digital Marketing and Social Media.


Let‘s talk, define and generate.


Dieter Zirnig
WW Digital Strategy
Vienna/Austria

Dieter.zirnig@hp.com                   +43 664 8112871
27

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Some insights about Blippy

  • 1. Some insights about Blippy Dieter Zirnig WW Digital Strategy, HP HP Restricted ©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 2. Blippy Some insights about Blippy Introduction: Why am I sharing Blippy with you? • I like the idea around Blippy: Combining shopping experience with Social Media • I like, that ideas are getting supported with amounts of money • I like, that people try out things and tune it for relevant business-cases • I like to see, that everything is possible • I like to see and feel the innovation and inspiration around it • I like to getting inspired by such ideas. • Even, if this is a „hot nothing“, it gives us a lot of new ideas and opportunities to learn, what others are doing, and where the market is heading to. We need such open-thinking for HP. Dieter Zirnig, WW Digital Strategy 2
  • 3. Blippy Some insights about Blippy Tags Innovation Social Media Twitter Blippy Social Buying Ideas Sharing Collaborating Angel Fund Transpareny Opportunities hp.com 3 Sales
  • 4. Blippy Some insights about Blippy „Want everyone to see your credit card transactions? Of course your do. Meet Blippy.“ Techcrunch, Dec 11 2009 http://techcrunch.com/2009/12/11/blippy 4
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  • 7. Blippy Some insights about Blippy „Blippy tells the world what you buy.“ CNN, Jan 21 2010 http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 7
  • 8. Blippy Some insights about Blippy „It‘s like the financial version of Twitter.“ Co-Founder Kaplan about Blippy http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 8
  • 9. Blippy Some insights about Blippy „We call it passive sharing, and we thing it‘s going to be a trend.“ Kaplan at CNN, Jan 21 2010 http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 9
  • 10. Blippy Some insights about Blippy „Consumer have never had the benefit of just knowing how much everyone else has paid for stuff.“ Kaplan at CNN, Jan 21 2010 http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 10
  • 11. Blippy Some insights about Blippy „Want everyone to see your credit card transactions? Of course your do. Meet Blippy.“ Techcrunch, Dec 11 2009 http://www.crunchbase.com/company/blippy 11
  • 12. Blippy Some insights about Blippy What is Blippy? • Blippy is a service that allows you to automatically share your credit card transactions as you make them. • This includes the place you made the purchase, the amount, and in some cases, the item. • This is all placed in a social stream where other Blippy users can comment on and „like“ the various items. http://www.crunchbase.com/company/blippy 12
  • 13. Blippy Some insights about Blippy What is Blippy? • Founded Jan 14, 2010 • $1.73M Angel funding • 5.000 closed beta-user • user shared over $4.5M in purchase • > 100.000 different purchases http://www.crunchbase.com/company/blippy 13
  • 14. Blippy Some insights about Blippy „Many of the next great businessses of the next decade will be about making information about our behaviours more visible.“ Evan Williams, Twitter CEO http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 14
  • 15. Blippy Some insights about Blippy „We don‘t know, which I think is funny but is also indicative of what we‘re trying to do.“ Philip Kaplan, Co-Founder Blippy http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 15
  • 16. Blippy Some insights about Blippy Perspectives • If Blippy is able to prove that people don’t mind sharing their purchase data, a number of potential business plans could spring up. • Affiliate fees are an obvious one • Featured vendors • Blippy Credit Cards • Cooporation with Square (http://www.squareup.com)?? http://techcrunch.com/2010/01/14/blippy-funding 16
  • 17. Blippy Some insights about Blippy Added services • iTunes • Zappos • eBay • Woot! • Groupon • Threadless • Stubub • Go Daddy • Netflix • Gamefly • Blockbuster • Seamsless Web • Wine Lobrary • Visa, MasterCard, AmEx, etc. http://blippy.com 17
  • 18. Blippy Some insights about Blippy What is Blippy? http://www.youtube.com/watch?v=SSibRDdKG04 18
  • 19. Blippy Some insights about Blippy What is the point of Blippy? • Without getting too philosophical, I'll just start at the beginning. The big answer is: We don't know, which I think is funny but is also indicative of what we're trying to do. • Consumers have never had the benefit of just knowing how much everyone else has paid for stuff. When I go down to the local gym in my neighborhood and I say I want a membership and they tell me how much a membership costs, I have no idea what an actual membership costs. I don't know if I should ask for less, or if they're giving me a deal. I kind of just want to know what everybody else there is paying. But of course the gym will never tell me that. http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 19
  • 20. Blippy Some insights about Blippy Why does the price have to be attached to the post? • Blippy is like looking at a menu. And if you have a menu without prices, like the first thing you want to know is „How much does it cost?“ • I saw that one of the people who I followed bought this scale on Amazon. It said: Wi-Fi enabled bathroom scale; $169. Now that's not cheap for a bath scale, but "Wi-Fi enabled" sold me, so I bought it. And when I bought it, somebody else bought it because they saw I bought it. When they bought it, like three other people bought it. It was the first time I'd ever seen viral shopping. It's like a little flair went out and suddenly probably 10 people bought these scales within an hour, which was a lot of scales, and 10 more sales than they would have sold. http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 20
  • 21. Blippy Some insights about Blippy Are the posts automatically and can you post manually? • Currently it's automatic. Typically what people do is they connect one credit card to Blippy, and then the rest of your credit cards are private. So when you buy something that you think is vaguely interesting -- it could be from a restaurant that you are at, or, you know, getting a bagel for lunch, or literally just buying gas, something that's not private -- you use your shared card, your Blippy card, and it's automatically shared with your friends. • We personally like that. We call it passive sharing, and we think it's going to be a trend. You don't have to go to Twitter or Facebook and type to tell everybody what you're doing. You just sort of do your normal stuff and you're automatically publishing. That said, you can always pause the sharing if you're buying birthday gifts or something like that. http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 21
  • 22. Blippy Some insights about Blippy Insights Share and learn Example • I was posting a spending at godaddy.com • A friend posted „I did not know godaddy“ • We got in touch, talked, shared • He got to know the service and the advantages. 22
  • 23. Blippy Some insights about Blippy Are the companies and sites you integrate with paying you? • No, they're not paying. What they're doing is they're encouraging their users to use us. Which is kind of a ballsy move, because what if nobody buys anything from these stores, or what if people buy things from the stores and they don't like it? So far it's been stores that think that they sell cool stuff, and think they sell good products, and they say, "You know what? When somebody buys this, we want them to tell the world." http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 23
  • 24. Blippy Some insights about Blippy Do you think this promotes brand names that everyone knows and national chains? • It's hard to tell. The site's only been open for a few days. ... For me, and I presume for most people, the things that you haven't heard of are the most interesting. So while, yes, it's fun to look at what somebody bought from Target, and a lot of people buy stuff from Target, it's more fun to see that I bought something from a store called "See Jane Run." http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 24
  • 25. Blippy Some insights about Blippy You mentioned the idea of a Blippy Card. Is Blippy going to become a credit card company over time? • There has been some demand for an actual Blippy Card. If someone only has one card and they want like a big orange card that they're not going to forget is their Blippy card. • So we have a few solutions. It could be as silly as just a sticker you could put on your card to remind you. ... We might have a credit card. We're at the very beginning stages of looking into it. http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html 25
  • 26. Blippy Some insights about Blippy Some humorous things • Kaplan also shared a humorous unofficial competition going on throughout the site. Apparently, a number of users are trying to make the smallest purchase possible (above free). Right now, the winner was able to buy one Tootsie Roll with a credit card, for $0.03. • What about the biggest purchase? $15,789 on a industrial freezer. The average purchase price for things on Blippy is $42, apparently. With it now open to everyone, it will be interesting to see how that changes. http://techcrunch.com/2010/01/14/blippy-funding/ 26
  • 27. Blippy Some insights about Blippy Questions? Ideas? Sharing? Collaboration? • I‘m looking forward for any innovations, ideas and business-opportunities in the area of Digital Marketing and Social Media. Let‘s talk, define and generate. Dieter Zirnig WW Digital Strategy Vienna/Austria Dieter.zirnig@hp.com +43 664 8112871 27