Where’s the product placement in mobile gaming?

It started with a discussion I was having was discussing with one of my cousin’s friends who was into digital media (pertaining to my career and stuff) and he mentioned that gaming was an area ripe for mobile advertising. So I basically went out to do some research and realized that most of the advertising is banner based i.e. either during the game, before and after the game, there are banners displayed that you click to probably go to a website of the advertiser or can make in-app purchases. I think this is ridiculous. No one playing a game is going to click on a banner or ad and go out of the game to make a purchase. That’s just unrequested interruption that a player will ignore.

It just seems that mobile advertising seems to track the web based model very closely rather than acting as the digital replacement of several different kind of ad strategies. One example which I don’t think is being exploited enough: product placement. And what’s really wetting my pants right now is a remix of a game, a product placement and a mobile coupon (I am getting too obsessed with this mobile coupon concept for my own good!).

For example, let’s say someone playing Angry Birds finishes a particular level (I understand Level 14 is one of the more difficult ones), there are already inherent rewards built into the game in terms of his scores or getting to move on to the next level. However, what if there were the possibility of also obtaining extrinsic rewards as well? For example, because he finished a tough level, he gets rewards such as: a 20% off on Mango merchandise, a free hukkah/ nachos combo at Times Cafe (This nachos and hukkah at Times Cafe is driving me crazy….i love them both !) or a 50% off on say three movies at Reliance Big Cinemas. You can choose any one and the reward (now obviously you realize we have now entered into the realm of mobile coupons) automatically gets registered against the player’s mobile number and the player continues with the game. Now at any time (before the expiry of the coupon) after playing the game, the player can access those coupons to get their requisite discounts.

One way to do this is tie up with advertisers at the game development stage itself. Something like in Sega’s Sonic the Hedgehog – along with picking up gold coins, you also pick up a discount for 20% of a Pepsi or 30% of a Bacardi Breezer or something. And later versions can have tie-ups with other advertisers. So depending on which version of the game you download, the offers will differ.

But even better, the best part is that I don’t see a reason why a particular coupon needs to be integrated in the game. If a profile-based advertising model can be built (where the customer needs to maintain an updated profile….duh!), the offers can be updated everytime the level starts  through GPRS. This brings in another dimension to the typical content provider-ad network-advertiser model as shown below:

Credit: Contextweb

Notice something in the diagram on the left? The word “users” don’t seem to appear anywhere. That’s because the current advertising model rests on the basic assumption that people who use a particular content are interested in specific type of advertisements/products. That may be true for only specific types of content providers (technology blogs, MMORPG) where the content is somewhat specialized and the fan following are of a specific psychographic. But how do you extrapolate that to casual games like those from Zynga’s or general news such as CNN where there is no specific demographic that watches the kind of news/ content they provide. This is where I believe a user profile would be extremely important at the ad network level. I have some ideas on how that needs to be built-up but it requires some serious level of trust in the ad network (and that is a vicious circle – you don’t give information because you don’t trust them, they don’t have any information to safely maintain and hence have no way to win your confidence). However, if you do build that up , the game suddenly gets more interesting, a lot more rewarding and hell, the mobile coupon business gets a serious shot in the arm.

In fact, if any of you played the Mario Bros. games, there are these bricks you hit in the game levels and get these gold coins/ mushrooms (yummy!) that add to your powers. Now, imagine the same game remixed to include product placement (I’m going to use “hitting the brick” as an example of a specific desired action to access an ad/offer). During the game, there is also another brick that if you hit, opens an interface which offers you various coupon rewards ( as explained before), you immediately choose the option you want (including one that implies “none of the offers are interesting or relevant to me) and continue playing the game. The way it would be designed is that as per the original code, if such a brick exists in that game level, then use an API to download content in a pre-defined format during game load and when the brick is hit, display the content. So when the game level is loading, the API connects to the ad network and basically, downloads various relevant ads (based on the user’s profile). When the game is played, and the brick is hit, you get the requisite content i.e. the offers. In fact, the design can be modified either to display various offers that the person can access at the end of the level or when he hits the brick. More importantly, the design should ensure minimum intrusion during game-play i.e. literally simulate as much as possible the collecting of coins as per the usual gameplay. It should not simulate an unwanted distraction instead of a valuable reward. The song and dance around the offers can come after the level is completed.

I can easily imagine people sitting in cafes and restaurants playing games to get discounts on meals at that restaurant/ cafe. That would become similar to something what Scvngr is doing except that their games are a lot less complicated than a Angry Birds or a Super Mario Bros. game. In fact, it would be the reverse of what Scvngr is doing, in the sense that in a Scvngr model, both the game and the offer are store-specific, while in this model, the game is location/ store agnostic but the offers are not.

It seems to be an interesting and a more powerful way to enhance the mobile advertising process. I wonder what I am missing?

Where are the fingerprint/account validators?

Credit: http://www.webguild.org/

 

With all these touch screen devices, I’m surprised none of the applications ask for a fingerprint authentication rather than some ridiculous 4-digit pin code. I mean we obviously have m-banking, m-commerce, email and FB on mobile. Then, why don’t they have a fingerprint based authentication? An app which basically stores a set of authenticated fingerprints on its own database in the phone. The authentication is done by the app itself and an API between the service and this app is just passed the message “Authenticated for user XXX”. Hell, the fingerprint can even be used internally as a profile validator (in case there are multiple users for a single mobile phone as is expected to proliferate in rural towns and cities. The technology is already there. So why hasn’t it happened yet ?

UID – An ambitious project. Let me add to those ambitions

Image Credit: Just Get There

I’ve been quite interested in this project ever since Nandan Nilenkani stepped down as co-Chairman of Infosys to take on the quite formidable challenge of taking charge of the unique ID project. As per CIOL, the unique id project is described as:

A project in which every Indian citizen would have one unique identification number that will identify him/her. It would not just help the government track down individuals as is highlighted by the media, but would make life far easier for citizens as they would not have to submit so many documents each time they want to avail a new service—private or government

What makes the whole thing mind-blowing is that we can now do away with multiple proofs of addresses and identity. There would be only one single identity for each citizen from “birth to death”. Obviously, this makes it much easier to track and monitor cases with “disproportionate assets” as well.

Further from CIOL:

It would also serve as the basis for many e-governance services incorporating online verification of a person’s identity. UID would enable the government to ensure that benefits under various welfare programmes reach the intended beneficiaries, prevent cornering of benefits by a few people and minimize frauds. It would enable financial institutions to exchange information regarding defaulters and encourage responsible borrower behaviour.

What I wonder is what if we could generate a standard protocol for generating UIDs for all living citizens. I know that Sri Lanka already has a concept of NIC along with 55 other countries. If we were to able to integrate these various ID’s on a global level, can you imagine what redundancies we could eliminate: Unnecessary immigration stamps, visas, hell, even to an extreme even passports.
Further, this helps me create an incredibly vivid profile if they consolidated various people’s profiles into some sort of villages profile, village profiles fall into district profiles and so on. The ability to create some incredibly what-if scenarios could be performed. For example, if Vidharba is suffering from drought, how many farmers are going to suffer? That would be based on what percentage of farmers grow crops which require significant amount of water? Secondly, what percentage of say Pabal have farmers who are insured and how many are covered by the drought. If by some hook or crook, the government (What am i saying? I obviously mean only Nandan Nilekani’s team) could integrate data from various insurance companies, banks and other financial institution, it could automatically decide the cost-benefit analysis of any steps it takes. For example, let’s say the government decides on deploying Rs. XX crore for investments in irrigation facilities, it could be based on the following factors:
1. Which areas have been consistently having droughts
2. Where are the maximum farmer suicides in areas with drought (this is can be interpreted as reducing the political embaressment of farmer suicides)
3. Where has investments constantly be made and what was the result?
4. Which areas are dominated by farmers that grow crops which require large amounts of water (as mentioned above)

I agree to any person who says “That’s going to be incredibly tough and way too futuristic.Hell,it’s probably impractical” I agree. But this is the only chance we have. The only chance to actually track the investments made by the government, whether it be in food distributed through PDS, loans forgiven, agricultural subsidies, what have you?

Cons:

1. Big Brother anybody? Privacy would be the main issue
2. The government may not have the capability to do something this huge?
3. How do we control modification of profiles? A farmer who actually grows a low rain crop like wheat might demand irrigation facilities saying that he grows rice?
4. Every and I mean, every single person has to be profiled. This system will not work with exceptions. Given the number of Indian citizens who don’t even have birth certificates, this is going to be an almighty challenge. A quote from the CEO of Logic Designers says it all: “Our field engineers had to carry the PCs from place to place, especially in remote villages, where a UPS was a must because of the uncertainty of load shedding. But now the availability of laptops and PDA and hand-held biometric devices will make data collection more convenient.”

Other interesting links on the UID project:
UID project: A tough task ahead for Nilekani
UID to benefit poor and marginalized: Nilekani
All about Nilekani’s UID project
India Development Blog 

Disclaimer: Dad works at IFMR as a professor but not at either the CMF, CDF, CIRM. These teams maintain the India Development Blog

Can profiles be used to control stealing of media?

Image Credit: The Telegraph

Let’s talk copyright: One of the main bones of contention between the RIAA and the “pirates” is the ability to move music from one player to another. While the “pirates” claim that as long as a person purchases the music, he is free to move the content between any of his own devices. (Obviously, moving to another’s device is stealing). The practical problem is that there is no way to determine one person’s device from another. Apple tried this initially by allowing one iPod to connect to only one PC/ Apple computer and no more. However, this was not a satisfactory option for people with more than one PC (work, home). It didn’t take long for software like Ephpod, ImToo and my personal favorite Floola to crack this restriction open. Then came Sony with its DRM-based CDs and we all know how that went. So the key question is: How do we distinguish between two players owned by two different people? A Profile, perhaps? Are you getting where I’m coming from?

The ideal scenario would be the creation of a global, universal profile. So when I purchase some item, the purchase is not made by a person but by a profile. Similarly, any device (music players, DVD downloads, etc.) are mapped to a profile. So let’s say both I have three PCs, one Apple PC, one iPod and one iPhone (Don’t I wish!). Now, each of these devices will contain my profile. Hence, any song I download from iTunes (under that profile) can be played on any other device that is mapped to my profile. However, if someone else logs in using his profile, he will no longer be able to play songs that I downloaded. So simply put, all devices carrying my profile can play songs / videos / movies that my profile has purchased. However, if another profile on the same device is activated, I will not be in a position to share those files. Similarly, if my profile is deleted from one device, those songs will no longer be playable (or playable if I create another profile with the same login, I’m not sure of the risks in that). One device can have multiple profiles stored and one profile can be stored on multiple devices.

Now, I’m going to slightly divert a bit to the description of Bill Gates’ home as he has in his book: The Road Ahead. While the Gates’ home is not just spacious, it is quite electronically advanced. One point of interest was the electronic pin he provides for each of his guests. The electronic pin is worn by the person and the data in the pin helps the home identify that particular person’s needs and interests.

From the book:

”As you walk down a hallway, you might not notice the lights ahead of you gradually coming up to full brightness and the lights behind you fading. Music will move with you…. A movie or the news will be able to follow you around the house, too. If you get a phone call, only the handset nearest you will ring.”

He goes on to explain how different music would be played at any point in the house would be played based on the profile in the electronic pin.

Now, back to the future. What about a similar scenario in today’s home? We have Pandora (free internet radio) which can be played by a multitude of players. Couple that with a Sonos player (multi-room player) and we have a similar scenario. Except that the profile would be stored only on Pandora or Sonos. Further, music played would only be based on purchases / subscriptions by one profile only. So while I can’t play songs between two different profiles, I could play songs on two different systems across two different countries on the same profile. Similarly, let’s say by mistake I delete a particular song in my list. If iTunes permits, I should able to download the same song free for a given time-period (again only on my profile).

Cons of the this:

1. Unless the profiles contain some serious confidential information such as credit card details or something like a social security number, people will happily share profiles.

2. Profiles can be hacked: Strong controls and security around profiles is a must.

3. What if the same person has multiple profiles: Obviously, the current model does not allow him to transfer songs between profiles. Will this cause customer dissatisfaction

4. Who will the key to the authentication mechanism? I know I keep coming to this but can a mobile have a password safe where for each site, it stores the account details in an encrypted fashion? Can this be integrated with Pandora, Sonos, Ebay, Amazon, ITunes and what have you or would it slip back to the customer having to login each time he wants to play songs.

5. All devices will have to make accomodations to allow for subscriber profiles. For a fact, I know that iPod doesn’t have such a feature but can the iTunes allow for it?

This could really be something amazing on the same profiling platform that I’ve talked about earlier

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