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:
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Until I self-destruct
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Sweater
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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
