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Why Customerization 3.0?
All of us are transitioning to something new.
But the transition can be a trap:
the customer market is fracturing
3
Raving Fans
Valued lifestyle brands
Comparison Shoppers
90210
Commoditizing products
The Fracture
Comparison Shoppers Raving Fans
• Expert info to solve problems
• Price comparisons in real time
• Social ratings to avoid risk
• Lifestyle info in daily life
• Branded resources in daily life
• Raving fans accelerate trends
Move away fromproblems
of the past
Move towardaspirations
for the future
90210
Two Types of Customers
5
Web Intermediaries Mobile Brands
Venues
90210
Products
Filmmaking
Snow skiing
Meal planning
Living the Dream
Getting Fit
Keeping Pace
Wedding Planning
Services
Two Types of Innovators
2.0 Local, Social 3.0 Mobile, Personal
smartphone features
to interact with a location
a semantic layer
to interact with a Brand
Two Types of Apps
Search Layer:Individuals discover
Brand
Service Layer:Brand personalizes
for Fans
Social Layer:People react
to Brand
What is a Semantic Layer?
1.0 Web of Pages 3.0 Web of Things2.0 Web of People
Connected by semantic data
health
Birthday
date night
Depicted by social graphs
Connected byhyperlinks
Partnersystems
Productinventories
Commercesystems
Contentdistribution
Business layerEcosystem
Apps Sites Blogs CommunitiesWeb layer Digital Channels
ChannelsStores
What is a Semantic layer?
Personal AssistantSuper App
Brand AdvisorsSuper Filters
Fandom AvatarsSuper Personas
Virtual ExperienceSuper Intelligence
Business layerEcosystem
Web layer Digital Channels
SearchingStreaming
SharingShopping with interaction
Personal Access to all of the Brand’s Resources
When do I need this?
If you have an
app, site, store, blog, community, and channels
Customerization 3.0
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney apps, sites, store, blogs, communities, channels
Disney search: Disney Store
My interest:Ariel for a 3 year old
Can’t I get all relevant resources?
Content, roadmaps, people, venues, products, services
Disney search: Disney.com
My interest:Ariel for a 3 year old
Can’t I get all relevant resources?
Content, roadmaps, people, venues, products, services
Great for organizing around their business.
Not for supporting my mobile life.
Personal Assistant Brand Advisors Fandom Avatars Virtual Experience
Raving Fans need a super layer!
Partnersystems
Productinventories
Commercesystems
Contentdistribution
Business layerEcosystem
Apps Sites Blogs CommunitiesWeb layer Digital Channels
ChannelsStores
Business layerEcosystem
Web layer Digital Channels
On the couch,Planning vacation
On the road…Birthday gift In a café
…To help kids learn
“For a 3 year old…”
Personal Access to all of the Brand’s Resources
But I’m not Disney!
REI site: shop, travel, learn, share
My interest: Learn cycling
REI site: shop, travel, learn, share
My interest: Learn cycling
REI site: shop, travel, learn, share
My interest: Learn cycling
REI site: shop, travel, learn, share
My interest: Learn cycling
REI site: shop, travel, learn, share
My interest: Buy beginner’s gear
REI site: shop, travel, learn, share
My interest: Buy beginner’s gear
REI site: shop, travel, learn, share
My interest: Connect with cyclists
REI site: shop, travel, learn, share
My interest: Connect with cyclists
REI search
My interest:Learn cycling
Can’t I get all relevant resources?
Content, roadmaps, people, venues, products, services
REI app
Great for organizing around their business.
Not for supporting my mobile life.
Partnersystems
Productinventories
Commercesystems
Contentdistribution
Business layerEcosystem
Apps Sites Blogs CommunitiesWeb layer Digital Channels
ChannelsStores
Personal Assistant Brand Advisors Fandom Avatars Virtual Experience
Raving Fans need a super layer!
On the couch,how to cycle?
…At the storebuy first? …On a trip
what fixes this?
Business layerEcosystem
Web layer Digital Channels
“I’m a beginner!”
Personal Access to all of the Brand’s Resources
But I just have a simple business
with an app!
Fandango. search by movie, theater, zip
My interest: romantic movie every Friday night at my AMC
Great for organizing around their business.
Not for supporting my mobile life.
Partnersystems
Productinventories
Commercesystems
Contentdistribution
Business layerEcosystem
Apps Sites Blogs CommunitiesWeb layer Digital Channels
ChannelsStores
Personal Assistant Brand Advisors Fandom Avatars Virtual Experience
Raving Fans need a super layer!
On the couch,profile my style
…every Friday morningadvise, ticket
…out with kids right now:animals or animation
Business layerEcosystem
Web layer Digital Channels
“Too scary…”
Personal Access to all of the Brand’s Resources
Customerization 3.0
What leaps must I make
to develop a semantic super layer?
3.0 Strategy. Technology. Data. Design.
The 3.0 Strategy Leap: Advice
Online Advertiser Mobile Advisor
publish content ask interestinfer interest advise on resourcespush offers personalize service
The 3.0 Technology Leap: Web
People
Advise
Apps
Things
Ask
Data on web
Relevant resources
Personalizedfor each customer
Data on web
Current interest
1. Data on the WebAbout people and things. Read by computers.
2. OntologyLanguage used by applicationto process data about relationships and properties.
3. APIsFrom applicationsto semantic platform.
The 3.0 Data Leap: Structured
Happy Feet Franchise launches Happy Feet 2
Animal movie lovers will like… kids under 5 will like Happy Feet Franchise
Studio
Terry is a mom… has a daughter
Daughter is a 3 year old… loves animal movies
Fan
Happy Feet 2 is playing at ABC theater
ABC theater is near Family Cafe
Partners
Assistants
Avatars
Advisors
The Design Leap: AgentsSemantic Agents
Personalize for each Customer
Virtual Experience,Interaction intelligence
Ask“What I want to do--how, when, where, to do it”
Super AppAssistant captures fan’s interestsand links to brand’s relevant resources.
SemanticsStructured data for
fan’s interests and brand’s resources.
Personal Assistant
Assistance with booking services
Mobile App: Siri By Siri acquired by Apple
Assistance with organizing travel
Mobile App: TripIt. By TripIt, Inc.
Flight
Hotel
Rental Car
…
Advise“What are you introducing--from advisors I love and trust?”
Super FiltersAll advisors check with my assistant,
recommend different resources.
Semantic AdviceFor-Tag resources:
Content, roadmaps, people, places,products, services.
Brand Advisors
Select your Advisor
Mobile App: Glamour Ask a Stylist. By Like.com
Web App: Covet.com. By Like.com
Receive Personalized Advice
Serve“Support my different stylesand different types of spending.
Super PersonasAvatars represent a fan’s personas.
Brand personalizes to each one.
Semantic APIsBump Avatars to smart tech, personalize across all digital appsand physical channels
Fandom Avatars
Avatars: What I like
Web App: Covet.com. By Like.com
Avatars: What I create and share
Web App: Couturious.com. By Like.com
Learn“How it went for me,
how you can be more relevant.”
Super IntelligencePersonalized brand experiencesthat span digital apps and physical channels.
Semantic AILearns from each advisory interaction,
shares intelligence about thoseinteractions: wants, advice, feedback.
Virtual Experience
Future Experiences… across all digital channels
Venue surfaces
Full-dome events Future:
Immersivevenues
NFC billboards
Motion games
Interactive displaysAugmented reality
Assistants
Avatars
Advisors
Summary: The Design Leap
Virtual Experienceand Persona intelligence
Semantic AgentsPersonalize for each Customer
Who is it for?
Any Mobile Brand with Raving Fans.
Customerization 3.0
3.0 Strategy: Advice
3.0 Data: Structured
3.0 Technology: Web
3.0 Design: Agents
Launching Aug. 15,we’re sharing semantic strategies and practices online.
Visit www.MobileRelevanceProject.com
Terry Ribb and Fred Chow
Q & A