| Couldn’t agree more Geraldine (and Doc).
I would just add that it’s not just "who is in control" but also "the mode the user is in".
In the context of commerce: when the user is in ‘shopping mode’, they don’t yet know what they want and need help with product discovery. When the user is in ‘buying mode’, they know exactly what they want and just want to execute the transactions on the best terms. This changes the dynamic with retailers and services providers. “I know what I want, on what terms can you give it to me?” is such a powerful position compared to “I’m kind of interested in something like this, can you help me make a decision?”
More generally: “Predictive assistants" that try to anticipate the user's needs and/or shape the user's desires are “push", whereas "reactive assistants” that are executing specific actions on behalf of the user are “pull”. In general, the former is B2C and the latter is C2B. “Outcome-as-a-service".
Clippy was pushing advice on me, MiiP is pushing ads on me, and I might go so far as to say that anyone pushing anything on me probably doesn’t have my best interests at heart. Intelligent assistants should do what I tell them, not the other way around.
There was an interesting post on TechCrunch today about "assistants-as-app” and the familiarity of the messaging interface. Especially relevant in light of Geraldine’s point #4 below about a two-way interaction between peers. The messaging interface levels the playing field.
Best,
Tom Fetch CEO
On Jul 18, 2015, at 3:52 PM, Geraldine <
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> wrote:
Doc is right, the difference is, who is in control and what is the motive? Is the agency in control with a digital monkey serving you up ads and content ? The problem with most services and even Google Now or other similar assistants is someone else is deciding what might be useful for you and what you should see and you have little to no control. The goal of MyWave and Frank is all based on VRM. We help people make their lives easier with an intelligent assistant who helps people get what they want in end to end outcomes. The person is in control and Frank is your personal concierge. The norms of Human Relationships are essential in designing these end to end outcomes: 1. Permission - the person is in control of the experience 2. Respect - I am not a product, I am an empowered person wanting to get something done or an outcome achieved 3. Transparency and Trust - the person controls their data and what they share 4. Conversation - a two way interaction between peers - not a master and slave relationship between an enterprise and a person - relationships are conversations as Doc always says. 5. Mutual Value - needs to add value to both sides We are applying this in customer projects and we start enterprises thinking about who is their customer, what are their jobs to be done, and flipping their model from stalking and tracking to being centred on the customer and getting them an end to end outcome that makes their life easier - not just a product - the person wants a home not just a mortgage, a TV mounted on the wall not just delivered in a box on your front door step etc. Making the enterprise realise that you don't own a customer's data and owning data does not equate to a relationship. Dinosaur enterprises think that way and we all know what happened to them - so let's teach some Dinosaurs how to become birds. Our clients are challenger small start ups as well as dinosaurs. We create open ecosystems, and don't encourage our clients to create more walled gardens. Cities thrive and we all know how many working castles are left in the world - very few. Couple of real life examples: Frank is your personal Power assistant - so you tell Frank where you live and how many KW hours you use and Frank will through an energy fourth party always switch you automatically to the best power provider based on price or other criteria. For another client - Frank is helping the customer find a car, get finance, get insurance, get the car registered, road worthy test, maintain it all in an end to end experience where the customer is in control of the experience and does not have to run across multiple silos with time and hassle to get that job done. For another client - Frank is helping you to find, buy, maintain or sell a home in an end to end experience. James, Amy and I are in New York this coming week just for a few days meeting a major US client there and we are meeting the WSJ - hope an article may spring from that to keep the message spreading. Best regards Geraldine Sent from my iPad On 19/07/2015, at 1:39 am, Doc Searls <
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> wrote:
The difference between “Her”-like personal assistants (of which Siri is a very early attempt) and Miip the advertising monkey is who they work for.
Siri works for the individual Apple customer. Maybe Google’s talking equivalent does the same thing, uttering “organic” answers rather than ones biassed by advertisers. (I’m sure Google would say it’s organic, but not sure users will trust the claim.)
Miip works for advertisers. It comes from advertising, and it’s about a better advertising experience: <http://venturebeat.com/2015/07/15/inmobi-counters-ads-with-app-based-discovery-zones-hosted-by-a-monkey-called-miip/>.
There is also a third breed of personal assistant that lives in the VRM camp, literally. At least wo proprietors and developers are on this list. MyWave <http://mywave.me/> has Frank: <https://www.youtube.com/watch?t=70&v=TA2y4Ysckvs>. Fetch <https://www.buywithfetch.com/> has "an automated SMS-based buying assistant." Both are (as I currently understand them) C2B services with B2B business models.
Although they don’t all feature personal assistants, VRM developers in the personal cloud/vault/data-store and intentcasting spaces do similar or related things.
Meanwhile there is blurring among offerings. For example, look at the promotional sounds Inmobi (Miip’s parent <http://www.inmobi.com/en/>) makes about Miip: "Miip is your personal co-pilot that will guide you towards your very own discovery experience. Over time, Miip becomes your trusted friend that provides recommendations that are precisely what you need at exactly the right moment.” (And watch the video on the home page <http://miip.com/>. Sounds like VRM. Could it be? I doubt it, but I’m also not totally sure.
Is it possible that Inmobi’s “transforming advertising into moments of discovery for consumers” is a VRM opening of some kind? I think not, but I’m also mindful that VRM, when it succeeds, will involve a shift of marketing money from advertising-as-usual into something more open and friendly to independent signaling on the customers’ side.
Independence is key.
Doc
On Jul 17, 2015, at 10:41 PM, Philip Browning <
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> wrote:
My 2c ... we project our own values/beliefs etc into and onto whatever tool we use and vis versa.
The personal agent/assistant space and the nextgen of web applications being experienced as alerts is going to be interesting to watch.
I suspect there is a PhD or many in how we relate to these things and developing typologies for products/services of these kind.
I am sure there must be some research into the architypes of a user/what it says about a user who uses "ok google", "James your personal butler" [ electronic man servant = my words], Siri or "Elaine" your personal assistant or has "frank" in their pocket.
Thanks. Philip Browning.
-----Original Message-----
From: Brian Behlendorf [
" class="">mailto:
]
Sent: Saturday, 18 July 2015 12:22 PM
To: T.Rob
Cc: 'Doc Searls'; 'ProjectVRM list'
Subject: RE: [projectvrm] Fwd: MediaPost's IoT: Shopping - Transforming the Shopping Experience - 8/6 NYC
Did Clippy destroy any potential for a rational attempt to make useful personal agents approachable for average people? Is there a statute of limitations on that? Just thinking aloud. I guess Siri is a reasonably rational attempt that sort of works, but I just can't bring myself to say "OK Google".
Brian
On Fri, 17 Jul 2015, T.Rob wrote:
MiiP is to ads as Clippy is to MS Office.
Just sayin'.
-- T.Rob
From: Doc Searls [
" class="">mailto:
]
Sent: Friday, July 17, 2015 20:37 PM
To: ProjectVRM list
Subject: [projectvrm] Fwd: MediaPost's IoT: Shopping - Transforming
the Shopping Experience - 8/6 NYC
Sharing this.
What do you think they mean by “always on shopping?”
Can we (meaning everybody who cares about this, and thinks as
objectively as possible) start by assuming that customers are going to spend $X, £X or €X, regardless of whether are herded by the kind of cattle-prods described below?
If so, how much of the below is a waste for everybody, and how much is
just stores adapting a bit to customers with mobile devices, making shopping a bit easier?
I suspect that most of what’s imagined here isn’t going to help the
customer navigate the store one bit, but rather annoy the crap out of
her. (As will, I am sure, MiiP the monkey
<http://bits.blogs.nytimes.com/2015/07/14/meet-miip-the-ad-monkey-in-y
our-app/>.)
But rather than just mock or complain, what amongst the tech being
developed will give customers more agency, and better ways of navigating retail spaces and engaging with the retailers and brands on display? Or, in other words, what will give VRM meaning there?
Doc
Begin forwarded message:
From: MediaPost <
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>
Subject: MediaPost's IoT: Shopping - Transforming the Shopping
Experience - 8/6 NYC
Date: July 6, 2015 at 3:06:46 PM EDT
To:
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IOT Shopping
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August 6, 2015 - Radisson Martinique - New York City
Transforming the Shopping Experience
Thanks to mobile research and always-on shopping, many shoppers have pretty much made up their mind what they want before they walk into a physical store, where most of the
actual purchasing still occurs. Consumers can be messaged upon entry thanks to beacons, geofences, tags and audio signals. But make no mistake; it's not about that one-time
welcome message. The entire shopper experience is being transformed by a vastly growing number of sensors and mobile technologies all over the store. It's all about the when,
where and how to engage with the customer.
Thanks to Digimarc
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