Personalized Tweets

Well I’ve been leaping up the technology curve (read: wandering around like a lost puppy) ! First I stopped getting newspapers at home. That was actually cos’ I was seldom at home and mom never read the newspapers anyways. And it would be a hiccup period between my returning home, when we would ask the newspaper guy to start delivering the newspaper, and then stop after 4 days when I left for my next client location. Then I started getting most of my news through RSS feeds. Those were brilliant. Specific news around content I loved. Then without realizing it, I moved onto Twitter and Facebook for my daily news; Twitter for business feeds and Facebook for news of near and far family and friends. So when Bloglines announced that they were shutting down their service, I was more than a little miserable. Not just exporting my feeds now to a new feed reader but more importantly, I would have to manually move all my clippings and news snippets that I had bookmarked by manually copying them on to Word documents. Ugh !

But however, I realized that even after exporting my feeds, I’ve actually been using RSS less and less to consume information. The launch of the new Twitter makes it even more addictive to use, resulting in me spending less time on blog feeds.

A parallel thought process was around a project I was working on regarding Location-based services. More specifically, I was focusing on what would be the best mode to deliver an alert to a specific user based on his location…whether through an SMS, USSD or build an app and stuff. However, putting these two thoughts together (extensive use of Twitter +  service delivery of alerts) , I came across an even more elegant method. Tweets ! The thought process is simple: Twitter allows you to broadcast your location whenever you tweet through your mobile, PC, etc. It also allows you to consolidate specific people you follow into various lists. However, this is for each user (in my service, they would be a subscriber) The method I’m suggesting tends to turn this inside-out i.e. with your permission, your (subscriber) twitter account would, in a sense, “private-tweet” your location to another specific twitter account (service provider- account). Based on the service that you have configured to receive alerts on, and based on this location, you would receive tweets from that particular account on your twitter stream based on your location and your services configuration. To make it even simpler, you could even configure the services you would like to receive alerts to by simply “following” that particular service’s Twitter account. So basically, I could build an funnel-like API over Twitter wherein I could dump a million alerts into each account (not subscriber accounts but the specific service accounts) and the API/ application could automatically filter them based on the location and tweet those alerts to follower accounts.

P.S.: I do get that Twitter was not really built around a concept like this, it was for the expression of individual users, but given Twitter’s recent comments on making the product more focused on consumption compared to what it was previously, I feel this could be another direction in the product development process

Updated: Added a basic flowchart to describe the idea:

For a larger view, click on the image

NetFlix could easily be the next StarTV

Well, ever since NetFlix has started its streaming service, the adoption of the service has been incredible what with its  expectation to acquire almost 5m new subscribers this year. Interestingly, NetFlix has eschewed the traditional content (UCG like YouTube and Vimeo) and the traditional revenue model (ads). NetFlix focusses only movies and TV shows and only as a subscription-based model.

NetFlix Business Opportunity by Reed Hastings:

The beauty of this service is that the subscriber choice and segregation does not happen at a “channel” level (such as choose StarTV or Zee) or a “bouquet level” (News, Regional, GEC, etc.). It happens even more granularly at the episode (Season 1 Episode 1 of Scrubs) or the serial level (Scrubs). Hence, this kinda increases the signal-to-noise ratio (useful content to stuff I dont watch but have to pay for since it’s part of the bouquet). Right now, NetFlix is pursuing more of a catalog strategy (as in all the older episodes) rather than a premium TV channel with pay-per-view. But I believe that apart from this, this is the exact service delivery model that will dominate the media landscape in the future if  a single pipe-to-the-home kind of strategy is followed by the integrated teelcom operators i.e. the “bouquet” would be a landline, internet and cable / DTH. At the backend would be a content delivery server which will dish out the content as and when the subscriber requests it through a media interface (TV setup box/Internet webpage/mobile app).  In such a backend architecture, even my ad platform can easily be built to deliver customized ads to each subscriber. The ad purchase model would be based more like the AdWords model rather than the current media buying franzy that happens since content would not be broadcasted but delivered to a specific IP-based device.

But as Reed Hastings, CEO, NetFlix says in the presentation attached: ”almost no customers leave cable for netflix””. Why? We offer only a fraction of the content of the CST, and no sports

(CST refers to Cable / Satellite /Telcos)

Exactly ! One of the real hinges on which such a model could revolve is the giant libraries of content that will be required. If producers of such content are ready to work on such a platform, is there any reason we would need Star and Zee (from the perspective of the content which they aggregate and distribute – not the original content they produce)? Am I missing something here? What is the weak link in this argument/model ?
 

I have written about this earlier as well

Mixtapes – how Hiphop has overcome the record industry barrier

Image Credit: This is my House

The point I’m going to try to make in this post is how hip-hop did something that was brilliant in terms of promoting their music and how they have incredibly leveraged that idea on the net. Ladies and gentlemen, welcome to mixtapes.

The history of mixtapes can be traced to the late 60′s which were originally sold as 8-track tapes (way way way before cassettes) and were sold on the streets or at flea shops. With the rapid advance of technological advances in recording media, it broke the barrier between who could release music and who couldn’t. 8-tracks recorders and reel-to-reel tapes gave way to low-prices cassette recorders and cost barriers crashed to the point where casual and amateur users could record their own songs using recorders.

The basic point of these mixtapes was that while, having a record label to support them was nice and sweet, there was no reason, a talented MC, songwriter or singer could not have his works spread to the street. Hence, using blank tapes and a few synths and other musical instruments, a “musician” (Musician, in this context, refers to anybody who creates or assists in creating music) would record his music or rhymes (over an existing track if he so chose), pressed the covers at Kinko’s, made duplicates at Discmaker’s and then hustled these tapes for low prices (around $4 – $5).

These mixtapes also gave the artists some serious “street-cred” along with the rap battles at which these MC’s performed frequently.

The best part was that those who were accomplished and generally, the top-of-the-charts producers also realized that the best way to identify talented artists was by keeping their ears to the street, listening to the latest relased mixtapes and then subsequently, signing them up if they felt that the artist measured up. Hence, this was one genre (other than rave and house which also flourished with the same model). Snoop Dogg became Snoop Dogg because a homemade rap album was pushed to Dr. Dre by Warren G. Make no mistake. The mixtape business was cut-throat what with disses being spit on various songs against other gangs and death threats screaming through verse after verse. A lot of these disses and beefs were partly to push the marketing levels which also worked. They were not necesarily original tracks but even rapping over previously released commercial beats and synths

Now Web 2.0 came in and blew mixtapes out of the street and onto the Net. Mixtapes went digital (even the cost of making digital copies hit rock bottomBlogs such as Poisonous Paragraphs and Wake Your Daughter Up propped up all over the place. These blogs have some serious following especially when they did not limit their reviews to commercial releases but also to new mixtapes that were released online. The raw, uncensored vocals over mad beats were enough to spread the word for the talented, unsigned artists. Since, most mixtapes were for free online, there was nothing to stop these reviewers from pointing sites where these works of art could be downloaded. Further, artists jumped on to MySpace and Facebook and hammered out singles one after the other to maximum impact.

As mentioned above, mixtapes also helped artists gain serious street cred. Hence, even produced artists like Li’l Wayne and Eminem put up mixtapes to help them judge the response of the public. Similarly, songs like “Warning” may not have been appropriate to put up as a single or in an album and were hence released as mixtapes. Funnily, in many cases, the response to the mixtapes have been significantly more positive than for commercial releases. Now,we have torrent sites which are specifically for mixtapes alone shouting out about new releases which have only catalyzed the adoption of these tapes.

The mixtape industry is the ultimate symbol of “Going your own way”. They did not wait for labels to identify them prior to releasing their works. While they wanted to get signed up by labels, they did not wait for it. They marketed their talents through sheer gutsiness, stick-to-it-iveness and rap battles. The mixtape story is one tells the other genres “It’s not about the score, it’s about the game!”

Update: Just was going through the history books when I came across this gem on blogs destroying hiphop. Read Rob’s comments:

Remember how Hip-Hop (as a community) went crazy for those pre-Interscope 50 Cent mixtapes? It was new, it was different it was out of the box and there was no middleman (i.e. the record label). Mixtapes were a way for fans to have a direct connection with their favorite artists and blogs are now providing the same access. Is all of the material leaked on blogs superior? Of course not, but neither was all the mixtapes being released 8 years ago. Still, it was a movement that empowered our artists and our culture.

Mobile shopping – Exteme localization

Image Credit: Mele’s Musings

When I was writing the previous post (I know, today despite a fever and a bad cold, I’ve got verbal diarrhea to boot), one of Google’s biggest weaknesses struck me: IT’S SYNCHRONOUS. Let me explain. Basically, Google will display ads on the right hand side based on what is searched on the left hand side. Here’s an example:

 

Obviously, there’s a reason. I don’t want my private searches (for XXX stuff or illegal downloads and even any other searches I prefer to keep private) broadcasted all over the screen as ads. But on the other hand, I never will be informed of new offers on things I want to purchase but for which I haven’t searched in a week. Hence, Google only displays ads based on what I am searching now. I guess it also displays ads based on where I am sitting and searching from.

Secondly, I don’t search for everything on Google. A lot of things I find out from word-of-mouth. Also, let’s say for example, last weekend I went to Vashi searching for showcases. Now, one of my cousins recommended one good shop around there. We went there and then also explored other shops around that area and actually chose one from a nearby shop (not the recommended one). So this was more of a “location-location-location” aka William Dillard style. How does Google address this? Answer: In its current avatar, it can’t

So this is another place for mobiles to kick in their advantages of:

Personalization: One mobile belongs to one person. Hence, usually, a profile of one person will not be confused for another

Mobility: Take your profile wherever you want.

So the scenario I’m describing is a  mobile profiling application (product) which would act as something of a to-do list.  The idea would be to match providers of a content with the sellers of the content which is location-specific, asynchronous (you don’t have to be looking for the content when you get an intimation that the content is available at a provider). So you list out whatever you need to purchase say, the latest 50-cent CD, probably a sweater and maybe a replacement for those old specs that you’ve bought. You set up a consumer account in your application and your list would be:

1. Until I self-destruct
2. Sweater
3. Sunglasses

Now, on the other hand, a shop keeper sets up a provider account. He has his own music store where he has set up a special on 50-cent music. Maybe, he realizes that consumer tastes have shifted from hip-hop to jazz and wants to clear his unsold inventory. So if you walk past his shop, you see this big poster of these discounts and rush in to buy a copy. However, what happens if he is the second shop at the intersection and you’re passing through a parallel road. In this case, your to-do list helps you out by informing you that there is a shopkeeper one road down who sells you the album cheap. Simple!

Few other scenarios below:

1. The provider may have a status as “open” or “shut” status on the application. Hence, late at night you could use this to-do list to help you find shops which are still open delivering hot Chinese food to your doorstep. 

2. Further, you could configure your mobile to display advertisements only for specific items e.g. You ensure that you receive ads only for 50-cent CDs and not for the XX CDs that you also want and is in your to-do (not that kind of to-do).

3. In specific circumstances: You could say “Give me only information for Ray Ban sunglasses – Aviator model where the provider is offering a discount of atleast 15%.

4. Ratings for providers: On receiving a particular offer, you could be given the option view the provider;s profile. The profile would also include feedback of other consumers i.e. whether the offers he broadcasts are often false, whether he keeps casting out offers which are have been repealed quite sometime back, quality of goods, etc.

5. Limit the number of messages that can be displayed to the subscriber within a particular period of time. This can be configured by the user. Which ads to then display? It could be based on the subscriber’s preference to receive notices from ONLY one provider, a preference to one provider with an OK to receive from others as well, user feedback and ratings or completion of transaction history.

6. C2C sales: I need a ticket to the next AvB concert and in a hurry. There is another guy (not exactly a seller in the conventional sense of the word i.e. shopkeeper,etc.) who wants to sell his ticket. There is an aspect of scalping here but if the price is agreeable, it will work.

The best part of this whole thing is all you need is a mobile phone. Any one can use this, from a huge mall / supermarket to the vendors on the road selling street food.

Payments can  be made based on the number of advertisements broadcasted by the provider or based on any transaction based events that may be triggered on completion of the sale. This could also be based on giving a “teaser” by the provider and payment is triggered when the consumer asks for more info.

Update: After reading my published post, I also realize that this would not necessarily just a product but another social networking platform (Another?) where I can tie up reviews from Burp!, feedback posts from WordPress or Blogger, Google Maps to determine location, the profiler (as a seperate product), offerings on Ebay by mapping the seller’s address to the consumer’s current location and even profile of the seller / company on Orkut, Facebook or Twitter feeds.

Obviously, there are a few caveats to the whole product:

1. Password-protected and secure
2. Inability by the providers to hoard subscriber numbers – Important
3. Customers to feel secure that their profile is not being abused/ used incorrectly by the application provider.
4. Service does not become spam

5. The product should be able to integrate with online stores as well as work on PCs and Apple computers as well e.g. irrespective of whether I’m at home on my PC (on Ebay or Amazon) or on the road (passing through stores), I should be able to access special offers on products I want . Hence, the consumer profile should accomodate for both on-the-road offline offers and stay-at-home online offers while providers should be able to choose from bricks-and-mortar options as well as on-net options. The application needs to ensure adequate configuration options for the subscriber for the same.

In my opinion, this is the ultimate benefit of using advertising. Screw demographics, this advertising is based on customer-intent to consume the service.

I can also fantasize (and the correct word is “fantasize”) when billboards become extremely intelligent and broadcast advertising messages based on the most popular items among consumer profiles (what the consumers have agreed to receive offers on) in the area around the billboard

Indian Firms Shift Focus to the Poor

Interesting but I wonder some how I feel the root cause to getting services in rural India is not the lack of availability of such products but increasing the revenue from the existing  businesses i.e. productivity in agriculture (2084 kg /hectare against China’s 8752 kg/ hectare – more than 4 times !). Unless people earn, they won’t spend !

Read:  Indian Firms Shift Focus to the Poor

Brands like water

Credit: Everydaylifemodern

I remember once when I was in what was a pretty inebriated state in a dry state (ha!) that I wrote down “Brands and products should be like water”. Obviously, the next day my sober self had no idea what my extremely drunk self meant with that.

I did keep mulling about it cos’ I knew that it was important. Anyways, I was in discussions with a HR head later, when he said something pretty cool “HR should be like water !” (Familiar?). He continued “It doesn’t have its own distinct color, flavor or anything. But you can’t really cook without it. You can’t even survive without it. But you never acknowledge its presence.”

I loved that one! That’s what I think about brands. I’ve stopped thinking of my Nokia N95 as a Nokia-branded phone with Bluetooth and Carl Zeiss lense-equipped 5 MP camera. It’s just MY PHONE. Similarly, the phone I bought for dad has stopped being a Nokia 5000 and has become’s DAD’s PHONE. I would never buy another company’s phone simply because it won’t feel like MY phone. When we stop discussing the features and start discuss what I do with it, that’s when I’m really going to try your product. On a side note, those who saw my old Nokia 6600 would say “Oh that’s XXXXX’s phone!” It looked so much like something I would own. That’s branding. Just stop pushing your company’s name to my face. The brand should be about why it should be my phone as against why I should simply buy yours. A lot of branding obviously has moved this way through social networks but it just isn’t in the background enough. You might argue that the brand is the promise of what you can get from the company. I am not too sure about that. Especially when I get the same promise from all your competitors as well. For example, iTunes is a name, not the brand. The brand is “best way to transfer songs to the iPod”. iPod is a short form for “the coolest way to move with music in your ears” (or get mugged though I’m sure that must have come down a bit). So, you don’t really talk about iPod or the name as such. You talk about the purpose. you don’t market the name. You market the positioning. It’s not just about what you can do with the product/ service. It’s about what you can’t do without the product/ service.

A bit about positioning now. I realized one thing. That brands talk about how they have features that are really useful to you before you even think about whether you need that particular feature or not. The ideal positioning exercise from a customer’s standpoint is such:

1. “Man, my clothes are a mess”

2. “The dhobi charges way too much for ironing. I am a fricking bachelor. I can’t afford this”

3. “I need an iron”

4. “Jesus. I know jack about ironing. Maybe I’ll ask XXX for advice”

5. Calls XXX “I need an iron. Whaddya think ?”

6. XXX thinks “He’s a lazy bum. Can’t do anything right. He’ll definitely burn himself if he uses the usual irons”

7. XXX says: “Go for AAA irons. They are the best!”

AAA irons may not be the best but definitely are the safest. Now what essentially has happened is that among all the irons in the world, this is the mind space that AAA has. We didn’t think of AAA first. We thought how fucked up the bugger was. We worked backwards to reach the choice of AAA. That’s how brands need to position themselves.

Anyways, for your own benefit, I definitely recommend: Digital Strangelove
(or How I Learned To Stop Worrying & Love The Internet)

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