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Route 66A year ago I entered the final demographic. So far, so good.

@Deanland texted earlier, asking if I had a new affinity with WFAN, the New Yawk sports station that radiates at 660 on what used to be the AM “dial.” Back when range mattered, WFAN was still called WNBC, and its status as a “clear channel” station was non-trivial. Clear channel stations were the biggest of the big. The maximum power allowed was 50,000 watts, but only a handful stations in the U.S. and Canada, by agreements that dated from the 1930s, operated on channels that were clear of other stations at night. So statoins on those channels could be heard across the continent and to some degree the oceans as well. This is why, as a kid in New Jersey, I often listened to KFI from Los Angeles in the wee hours and as an adult in California I sometimes got WBZ from Boston. Now even “clears” like WFAN are protected only to 750 miles away, which means any or all of these stations also on 660 splatter over each other. Reminds me of a fake ad I did once back when I was at WSUS: All the world’s most beautiful music—all at once. We overdubbed everything we could onto one track, so it sounded like a cocktail party in hell, where everybody speaks loudly and nobody is listening.

Which brings me to something my 16-year old son asked about radio no long ago: What is the point of “range” and “coverage?” He’s a digital native who is used to being zero distance from everybody else on the Net, including every broadcaster, so by his frame range and coverage ar bugs, not features. His question wasn’t sarcastic, but it was meant to poke a point at my own frame of reference.

He poked again last month when we were driving from Boston to New York on a Sunday afternoon, listening to the only radio show he actually cares about: All A Capella on WERS. While WERS is one of Boston’s smaller stations, it has a good signal toward the west, so we got it nearly to Worcester. So, when we lost the signal, the kid pulled out the family iPad, which has a Net connection over the cell system, got WERS’ stream going, jacked the iPad jacked into the car radio, and listened to the end of the show, somewhere in Connecticut.

What he poked was the giant pile of obsolete trivia in my brain, about how AM and FM broadcasting works. It’s like knowing about steam engines.

But mostly I keep living in the future. That’s why I’m jazzed that both VRM and personal cloud development is rocking away, in many places. Following developments took me on three trips to Europe in May and June, plus two to California and one to New Zealand and Australia. Lots of great stuff going on. It’s beyond awesome to have the opportunity to help move so much good stuff forward.

Speaking of distance, the metaphor I like best, for the birthday at hand, is “(Get Your Kicks on) Route 66.” Composed in the ’40s by Bobby Troup, the jazz composer and actor, it has been covered by approximately everybody in the years since. The Nelson Riddle sound track for the TV show Route 66 was evocative in the extreme: one of the best road tunes ever written and performed. In addition to that one I have ten other versions:

  • Erich Kunzel
  • John Mayer
  • Chuck Berry
  • Nat King Cole
  • The Cramps
  • The Surfaris
  • Oscar Peterson & Manhattan Transfer
  • Andrews Sisters and Bing Crosby
  • Manhattan Transfer
  • Asleep at the Wheel

My faves are the last two. I’ll also put in a vote for Danny Gatton‘s Cruisin’ Deuces, which runs Nelson Riddle’s beat and muted trumpet through a rockabilly template of Danny’s own, and just kicks it.

Anyway, my birthday is happy, so far. Thanks for all the good wishes coming in.

[Trieste, Italy, 12:02am Friday 21 May 2013 — As I say in the comments here, Airbnb has responded to this post, explaining that a bug in the system was involved. While that might patch Airbnb’s relationship with my wife and I, the bridge remains burned with other customers as long as Airbnb’s Verified ID system retains its current requirements. They still need the kind of help only good hackers and loyal customers can provide. — Doc]

My wife and I are veteran Airbnb customers who have been happy with the company from the start. We like the prices, the experiences, the whole thing. As happy customers, we have also been spreading the love far and wide, pitching many new customers on Airbnb as a better way to stay when traveling. We want to continue spreading that love, even though we — and many other loyal customers — are now on the far side of a bridge Airbnb burned when it launched its new identity Verified ID system, which they explain (at that link) this way:

Verified ID provides a connection between the online and offline spaces. Airbnb users can earn a “Verified ID” badge on their profile by providing their online identity (via existing Airbnb reviews, LinkedIn, or Facebook) and matching it to offline ID documentation, such as confirming personal information or scanning a photo ID. The name provided by both channels must match for verification to succeed.

Starting today, Airbnb will require a random 25% of users in the USA to go through the Verified ID process. Soon, we’ll expand this requirement to users around the world. We hope that hosts and guests worldwide will see the benefits of interacting with users who complete Verified ID. Our goal is for all Airbnb members to have Verified ID eventually.

Any Airbnb host can now require their prospective guests to obtain Verified IDs before booking. Trust runs in both directions, so any host who requests this condition must also get verified.

Some of the comments under the post were positive, but many went the other way. Here are a few…

Jon:

I am an Airbnb host. Naturally, safety is always a concern. Despite that, I find this move objectionable, dishonest, misguided, and outright offensive.

  1. As a host, it is up to me to choose who I allow in my home. I like that I can decide how many requirements to place on my guests. Should I choose to place strict requirements, I get more protection and probably fewer bookings. I like having the choice. Airbnb just took the choice away from me and I’m not happy about it.
  2. You are making it substantially harder for guests to book on Airbnb. These standards will reduce the number of bookings we receive as hosts. You reduce our bookings and remove our ability to choose. Hosts should have the ability to choose.
  3. You want people to send you their photo ID / passport? Are you out of your *&#%& mind? Banks lose customer data all the time and they have some of the most stringent standards possible. Despite that, you pretend that you all are immune. You claim that having people send some of their most personal information over the internet will make them safer. You don’t make them safer; you make them MUCH LESS SAFE. When you have your data breached and you get sued, you will deserve every bit of the penalty.
  4. Why did you require a random 25% of users? Why not all users? Because you know you’d get too much negative feedback all at once and you could control the situation better if you phase it in. Either you are lying or you are putting hosts at risk. Shameful either way.
  5. “enhanced trust” I hate your Orwellian crock of sh&# phrasing. You should help the prison system rebrand their “full body cavity search”
  6. As a traveler myself, I was one of the 25% selected for “enhanced trust”. I have over 50 positive reviews from guests and hosts alike. You know where I live! There is no more trust that could possibly be had. Use a little common sense. This is the kind of nonsense I’d expect from the DMV, not from a blossoming enterprise.
  7. When the hell did facebook become an authority on people’s identities? I suspect that you have much more interesting motives for forcing people to connect their profiles to facebook. Quit trying to mine data under the guise of trust.
  • Deborah:

    my Facebook account did not work for Airbnb so they asked me to make a personal video talking about such things as why i like my neighborhood. I’m sorry, but I find this creepy. think of the inevitable steps up: photos of tattoos or birthmarks? proof of baptism? defense of fashion choices? that fragrant blend of californian cumbayah and capitalism. yechh….

  • Also from Deborah:

    I was just trying to book a short stay and the rigmarole and emails this verification process generated was ridiculous, but what caused me to cancel the reservation was this weird audition video request. Nor will I ever have anything further to do with Airbnb; not because of the hassle, but because this new verification process is invasive and puts my identity at risk. I have never encountered any comparable vetting for any purpose and it’s depressing to realize people will unthinkingly accept this kind of exploitation of information. I guess the thinking is if you value your privacy and identity above “trust” you don’t measure up to the Airbnb “community”. And is it a “community”? Really??

  • kim:

    well this is irritating. i have neither a facebook nor linkedin account, nor do i want either. i’ve been a positively-reviewed airbnb member for 2 years. although this article says it will look at positive reviews as online verification, it does not seem to be the case.
    and as for the 24/7 customer service? at this moment there is NO chat available, phone number is reserved for emergencies, and they are not responding to e-mail. so my booking is in limbo. if you’re going to implement this new feature, at least have the customer service to support it!<

  • Mle Davis

    Agree with others that the new verification process is insane and insulting. I have used your service for two years. My “reality” has been verified by my hosts and my guests: people in four countries have left feedback about their experiences with me. We have talked on the phone. You have my social security number from when you sent me tax documents. You have my credit card on file. I”m happy to send you my drivers license, but don’t see why you would need it, when you already have the rest. There is just no way I”m linking up my facebook account so you can datamine my friends, keep an eye on my day to day activity, or examine my relationships. There are enough safety checks on me through the relationship we’ve already developed. Please reconsider this stupidity.

  • E:

    Just had a reservation cancelled tonight because I did not complete the verification process. I inadvertently skipped the second step in the process which is give them access to my facebook account and contacts. I guess it doesn’t matter that I have been a member for almost three years and have rented through airbnb more than 15 times and have ALL positive reviews. I see this as an attempt to gather data for marketing purposes. Why else would they need access to facebook or linked in. Airbnb is going down hill. I have had more and more problems with them over the past 6 months. It was a great idea in the begining, but I think they are imploding!

  • Tony:

    I’m new to airbnb and I’m not crazy about the idea of scanning my driver’s license or passport and sending that to you. How do I know the faceless employees of whatever company which gets this information can be trusted with it?…
    … before you go to these extraordinary steps, why not fix the site so that friends can give me references. As I said, I’m new and (per your instructions) have asked friends through the site (both by email and facebook) to provide me with a reference. No one has done so yet and three have written back to say that they click the link and then don’t see any way to provide me with a reference. Two of these people are now concerned that this was just a way for someone to get their email addresses and add them to a spam list.

  • Lisa:

    I am so relieved to hear all these comments about the verification process. I am feeling DEEPLY resentful of this. I used Airbnb successfully this year, and am horrified to see what they’re asking. It is so invasive I can’t believe it. Like most people here, I’m sure, I’ve done vacation rentals, car rentals, bought tickets, booked everything and anything without this level of scrutiny. I finally capitulated to four levels of the scrutiny. This is ABSURD. If they want to offer this, then fine. But let the users decide how much they’re sharing and let hosts decide what they need.

Well, it was our bad luck to fall into that 25% when we booked an Airbnb place in Rome last weekend. My wife, an experienced and savvy traveler (with more than two million miles on one airline alone), always books our reservations, and expected the usual smooth and pleasant process when she was suddenly faced with this crazy new verification routine. Here’s how Airbnb explained her options after she declined to login with Facebook or Linkedin (neither of which she belongs to):

If you’re unable to verify your online ID using Facebook or LinkedIn, or if your account does not automatically satisfy the online ID requirements, you can create a video profile to serve as an alternative.

Your video will be visible on your profile as a live introduction of yourself to other Airbnb community members. To create your video profile, visit the “Photos and Video” section under Edit Profile. Consider using your first name, your current city, what you like about your neighborhood, and what you are looking for in a travel experience! Please do not include information about your government-issued ID, payment information, email address, last name, or any other personally identifiable information in your profile video.

After you’ve created a video profile, please email  trust at airbnb.com and we’ll help you complete the verification process.

I’ll pause to note here that my wife and and I have been around identity systems development for a very long time. In my case I’ve keynoted nearly ever Digital ID World, and have co-hosted all sixteen Internet Identity Workshops. Neither of us have ever seen an identity verification routine that required making a video to share with others.  We were, like… what?

So, after she declined to make the video and Airbnb cancelled our order, she sent an email to  trust at airbnb.com that included the following:

I’m perfectly happy to verify through a personal cloud provider ie: Personal.com, Virtrue, OwnYourInfo, Mydex, Gli.ph, or a trust network like Respect Network or Qiy. I suggest that you take a look at some of these services that work on the side of the customer, without exposing them to further surveillance and tracking of their personal data.

Airbnb replied,

Thank you for your email. Please accept our apologies if our verification process caused you any distress. As we are constantly working on improving our product and services, I’ll pass your feedback on accordingly. In the future, you can also submit your opinions or ideas on www.airbnb.com/feedback. Even when we are unable to accommodate all requests, we always value feedback from the community.

Airbnb is a platform for connecting individuals interested in having unique and personalized experiences. This is how Airbnb differs from the norm, as not everyone on Airbnb operates their business outside of Airbnb the way a normal bed and breakfast would. Please consider that you will be staying in the home or residence of another individual. At Airbnb we’re constantly striving to improve the level of trust between our users to instill confidence in the transactions between our users. Our verification process was designed to help improve that level of trust and allow users to fully enjoy their experience on Airbnb.

At Airbnb we’re constantly striving to improve the level of trust between our users to instill confidence in the transactions between our users. Our verification process was designed to help improve that level of trust and allow users to fully enjoy their experience on Airbnb.

Recent positive reviews do count towards verifying your Online identity but the reviews you received did not satisfy our system’s verification requirements. Unfortunately, if you don’t have a Facebook or LinkedIn account, the video profile is the only alternative available at this point. We offer several alternatives in hopes that one will work for you, but we understand that these situations do arise. That’s why we offer you the opportunity to verify your account by recording a 30 second video in which you can introduce yourself to the Airbnb community.

Please know that if you don’t want your video profile to be public, you can also record the clip using a digital camera or a smartphone and attach it to your response to this message. We’ll then verify your account without publishing the video.

This makes no sense to me. Are they saying Airbnb operates a social business, meaning one that places a premium on people exposing themselves to others, rather than on minimizing exposure? Are they saying that everybody in the Airbnb community is a potential “friend,” and thats’s why it makes sense to login with Facebook or Linkedin? And why the video? What’s to keep any community member from copying that video — or any personal information exposed through social media — and spreading it out on the open Web? Why would anybody trust Airbnb to keep that kind of thing from happening?

Given that Ghostery finds Airbnb using only six tracking systems (Facebook Connect, Google AdWords Conversion, Google Analytics, Google Tag Manager, MixPanel and New Relic) — a relatively small number for a commercial site — I doubt that Airbnb just wants to play the same advertising game that B2B companies like Google, Facebook, Twitter and other “social” sites play. Why should they, when they operate one of those very rare things in the “social” age: a real B2C business, for customers who actually pay for goods and services. That’s an enviable and valuable thing. And they’re screwing it up.

The “Verified ID” program fails because it alienates both the supply and the demand sides of the marketplace. It turns away good, loyal, paying customers, and denies hosts those customers’ bookings. Worse, it filters through only those customers who are comfortable exposing themselves through social media and in video performances. Do they really want to do that?

At some point it will dawn on Airbnb that this new system is worse than broken. When that dawn comes I suggest they do three things:

  1. Look into the list of companies and projects my wife mentioned above
  2. Join the Personal Identity Ecosystem Consortium (PDE.cc)
  3. Follow what’s happening with VRM and personal clouds — and get involved with those too

I also invite readers to weigh in with their own positive suggestions. No complaints or put-downs, please. We’re here to help.

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I first heard QR codes called “robot barf” yesterday, when JP said it. Got a good laugh out of it too, because: yeah, if a robot could barf, that’s what it would look like.

Digging back, it looks like the first source of the joke is Andy Roberts here, or Jon Mitchell here, both of whom posted on 27 October, 2011.

Kevin Marks followed in the same vein with QR Codes, bad idea or terrible idea? on 28 January 2012. There Kevin wrote, among other things, “QR Codes ignore years of research and culture on how to communicate meaning in symbolic form designed to be captured by image processing tools behind a lens. We have this technology. It is called writing.”

Both John and Kevin pointed to RobotBarf.com, an innocuous-looking Japanese site without a QR code anywhere to be seen. Its title, translated by Google in Chrome, is “Floor coatings proficient poisoning.” The subtitle is “Sister and sister floor coating proficient.” The body copy begins, “By the way, eh had fallen at the door my sister When you go home? What does this murder? The’m was about to close the door involuntarily thought such as.Voice of sister sank to the floor face willl “welcome back” I heard, I went to the front door or what ‘s also Ninen.” Thus speaks the technology we call writing.

Citing Kevin, JP asked me if there was a difference between a QR code and a link. I said yes, because the author can make a QR code mean anything, and a QR code can also have any number of authors, or documents, or you-name-it, associated with it. I didn’t have the time make more of a case than that, but now I do, so here goes.

Think of a QR code as a window to anything, rather than as a form of writing.

For example, a QR code can be window on a product to the relationship between the owner and the company that made the product — and, for that matter, with anybody else involved. That’s where Phil Windley goes in his post titled Using Products to Build Customer Relationships. Some background: Phil’s company, Kynetx, makes QR code tags and stickers called “SquareTags,” which you can attach to the things you own, and which can be programmed, by you, to say or mean anything. I wrote about this a bit in The Internet of Me and My Things. Phil unpacks his case with this:

…by and large, ecommerce sites, from the smallest to the biggest, are just glorified online catalogs not significantly different from their more mundane mail-order catalog cousins. I’ve always thought the Internet ought to allow us to do better — to really change how merchants, companies and service organizations interact and relate to people.

Our vision for SquareTag is just that: helping people and companies have better (i.e. less dysfunctional) relationships. We believe that products are natural connecting points between companies and their customers. Because SquareTag makes those products smart and gives them an online presence, SquareTag provides a powerful tool for building vendor-customer relationships.

When I speak in my blog or on stage about the Internet of My Things, I’m highlighting the natural and powerful feelings people have about their stuff. As Doc Searls says in Chapter 21 of The Intention Economy, “possession is 9/10ths of the three-year old”. Our connections with our things are primitive and deep. We spend much of our time and resources acquiring, using, managing, and disposing of things.

Because of the strong feelings people have about them, products are a natural connecting point between manufacturers, retailers, service companies, and the customer. SquareTag is designed to deepen the connection between people and things by making the interactions richer.

With SquareTag, any thing becomes a programming platform. Products become more useful, more helpful with the addition of SquareTag. As an example, SquareTag gives almost anything an online social profile

Many companies confuse “having information” about their customers with having a relationship. That might constitute customer intelligence, but it’s not a relationship. Relationships are built on common interests and an exchange of value. Both parties need to see that value or it’s not a relationship. People are more likely to resent the fact that you know things about them outside of a relationship…

Using SquareTag companies can engage in a new kind of customer relationship management that does more than store contact information and interaction history. SquareTag provides a way to establish genuine relationships that provide continuous interaction throughout the customer life-cycle. This changes “relationship management” into “relating.”

Between the elipses above, Phil goes into specific use cases and scenarios. It’s deep and fun stuff. Go read it.

Meanwhile, think of how lame it has been for QR codes, so far, to be limited mostly to (actual) robot barf on the corners of ads and on the windows of shops, leading the scanner back to something promotional put up by the company at a website. This is worse than uninteresting: it wastes everybody’s time. But let’s say my next Canon camera, maybe the forthcoming 5D Mark IV, comes with a QR code unique to that camera. If I scan it on Day 1 of owning it, I’ll get, perhaps, a greeting and a link to the owner’s manual. Then, after I put it in my personal cloud, I can add my own annotations, such as links to the photos I’ve taken with the camera, or to my own notes for Canon’s repair people, should I have to send it in for a fix. (Which I’ve done many times over the years with my various cameras.) The repair people can then scan the code and see the notes. Canon too can add updates to the code. (Remember, I can program viewing permissions in my pCloud.) And, if I ever sell the camera or give it away, my notes and Canon’s can go with it, and Canon’s CRM system can be updated with relationship information about the new owner.

Finally, in case you need one more thing to convince you that QR codes are only ugly when misused — and are sure to become beautiful once they are used in creative new ways — there is this item in Wikipedia:

The use of QR codes is free of any license. The QR code is clearly defined and published as an ISO standard.

Denso Wave owns the patent rights on QR codes, but has chosen not to exercise them.

Thank you, Denso Wave.

After six years on the VRM case, it seems obvious to me that individuals need to be the points of integration for their own data — and of data about them, held by companies. But it’s not yet obvious to the marketplace, since we still lack suppliers willing either to part with the personal data they already hold, or to provide easy-to-use tools that people can use to combine that data, analyze it and put it to use.

So, to help with that, here are a few starters:

  • Quantified self data. Right now all the data produced by your Withings scale, your Zeo sleep manager, your Nike+ sportwatch, your Omron blood pressure monitor, your Fitbit Flex wristband, your Moves smartphone app, your Sportline heart rate monitor, your MoodScope log, your Accu-Check blood glucose meter and your workout machine data from the gym are silo’d by the companies supplying those devices. Even when that data is open and exportable (as it is, say, with Zeo sleep data), you can’t easily pull that data into one place that is yours, where you can analyze them together, and make fully informed decisions based on that data. There are apps and services, such as Digifit, that can combine data from multiple devices made by multiple manufacturers, but those services are silos as well — and they don’t include data from companies not on a privileged list. If you had that data, you could correlate weight loss or maintenance to specific workout routines, moods or dietary practices. You could present that data to your insurance company or health care provider to get better rates and services from both. The list goes on, and can get very long — especially when you integrate it with the other stuff below.
  • Retail. Think of what you could do if you had all your spendings in electronic form, and not just on paper receipts and invoices, or buried ten clicks deep on Web pages  You could look for ways to spend less money, or spend it more wisely. You could share back some of that data to retailers whose loyalty programs wear blinders toward what you’ve bought elsewhere: intelligence that might get you more favorable treatment from those retailers, while also providing them with better market intelligence.
  • Home expenses management, including energy and utility usage. Today “smart” devices and metering are almost entirely silo’d by manufacturers and utility services, so it’s no wonder almost nobody does anything with the data. The green button initiative is a good start in this direction, but implementation by the energy industry is minimal, while consumer awareness and tools for examining the data are also nearly absent. The only thing suppliers want to make easy to read are the invoices they send out. There is no doubt that we could save a lot of money, and spend it far more wisely, if we could see and manage that data with our own tools. But until we get those tools, we’ll stay in the dark.
  • Media usage. Sometimes, when I talk to a group of people in the U.S., I’ll ask how many listen to public radio. Usually nearly all the hands go up. Then, when I ask how many pay to listen, only about 10% stay raised. But when I ask if people would pay if it were “really easy,” the percentage doubles. If I add, “How about if you didn’t have to endure those ‘pledge breaks’ when the station begs for money and promises you a cup or a CD if you call in,” even more hands go up. The problems to solve here are equating listening with value, and easing the ability to pay. That was the idea behind ListenLog, which was featured on the first edition of the Public Radio Player from PRX. It was a nice experiment, but it was buried too deep in the feature list, and the results weren’t easy to get out and put to use. But it would be cool if our usage of media devices and services would yield data we could gather and use. And, if we shared that data back, it would also help media with subscription systems to improve those as well. Most of those are informed by what can be learned only inside their own silos — or by the conventions that include enticements many of us don’t fall for. This is why, for example, I still don’t subscribe to the New York Times, even though I am a loyal buyer of the paper on news stands and often read it online as well. I would also love to pay for music on a per-listen basis, whether I already own that music or not. While that is totally anomalous today, it might not be if all of us had easy ways to weigh and measure the actual value media has for us.

Keeping this stuff from happening is something of a chicken-and-egg problem. Since we lack tools for examining data from various sources, those sources see no need to share that data. And, in the absence of that data’s availability, we lack tools to do stuff with that data.

In respect to personal data, we are where personal computing was before the spreadsheet and the word processor, and where worldwide communications was before the Internet. Once we had the spreadsheet and the word processor, creative and resourceful individuals could do much more with numbers and words than big companies ever could — and that was good for those companies as well. Likewise, once we had the Internet, each of us could do far more with global communications than phone companies and other big players could alone. And that was good for everybody concerned as well.

And, once we have the means to do our own hacking, on data of any size and provenance, we will do for data what we did for computing and communications: make it personal and productive beyond any imaginings that are possible in the absence of those means.

This is why today’s “Big Data” jive, coming entirely from big companies selling to other big companies, sounds very much like the mainframe business in 1980 and the networking business in 1990. It’s mainframe talk. Nothing wrong with it. Just something very inadequate: it ain’t personal. Worse, it’s highly impersonal, unless it’s about how companies can know you so much better than you know yourself.

But that will change. It has to, because we’ve seen this movie before, and we know how it ends. As soon as it’s clear how much more each of us can do with data than the corporate hoarders can, a $trillion market will open up. Count on it.

What will make that clear? My bet, for now at least, is on personal clouds. You’ll find more on those in today’s link pile. For a look at what companies need to do, see everything Craig Burton is writing about the API economy at KuppingerCole.

And, by the way, both this post and that link pile were written in Fargo: another space to watch.

Personal CloudThis is about whether the buzzword “cloud” can ever find common usage by ordinary folks, even if it’s a noun modified by the word personal, as we now have with personal cloud.

The problem with the term “cloud” shows up immediately if you look up cloud computing. Your top result, at that link, will be Wikipedia’s, which begins with this explanation:

Cloud computing is the use of computing resources (hardware and software) that are delivered as a service over a network (typically the Internet). The name comes from the common use of a cloud-shaped symbol in system diagrams. Cloud computing entrusts remote services with a user’s data, software and computation.

End users access cloud-based applications through a web browser or a light-weight desktop or mobile app while the business software and user’s data are stored on servers at a remote location. Proponents claim that cloud computing allows companies to avoid upfront infrastructure costs, and focus on projects that differentiate their businesses instead of infrastructure.

Above those, at the top of the page, is a box that says this:

This article may be too technical for most readers to understand. Please help improve this article to make it understandable to non-experts, without removing the technical details.

In fact, I just did that. What you read above is actually less technical than it was before I removed some textual cruft. But two things are clear:

  1. “Cloud computing” is technical and complex.
  2. “The cloud” is a thing big entities do. It’s not personal.

Which brings us to the article  Cloud marketing strategy: Do consumers care if it’s called cloud? by Madalyn Stone in SearchCloudProvider. In that piece she blogs a problematic question: “Though the ideas behind cloud computing have been around since the 1960s, and the term itself cropped up more than a decade ago, grasping the concept of “the cloud” still seems to be a challenge for many consumers.”

So, a few thoughts about that, which I’ll list and then unpack a bit:

  1. The term “cloud” is still new. As Madalyn says, it has only been around since ’06.
  2. Its usage in marketing is almost entirely B2B, not B2C, much less C2C.
  3. It has a technical meaning that is unavoidable for developers.
  4. Given that early adopters will be technical, we may be stuck with the word — at least until a truly better one (which invites common usage) comes along.
  5. There may be good marketing opportunities, even if “cloud” is the wrong word.

Many years ago I was involved an attempt by a bank in North Carolina (a “cradle of banking” in the U.S.) to re-name ATM because it was a dull three-letter acronym and most customers din’t know what it meant. The name chosen to replace it was a good one, but the effort failed, because usage was established, regardless of whether or not people knew that ATM meant “automated teller machine.”

I recall similar marketing complaints made early in the days of the personal computer. “People don’t use a PC to compute,” it was said. “Mostly they use it for other things.” While that was true, “personal computer” stuck because it was already in use.

“Personal computer” also had a sticky irony to it. Up until the PC’s time, computers were big things only big entities could afford. That a computer could be personal was, in the literal sense of the time, kinda oxymoronic. Yet it became clear over time that personal computing would be far more useful for most people than the corporate kind — and essential for corporations as well.

We have a similar situation with personal clouds. Up to this point in history, “the cloud” and “cloud computing” have been positioned entirely as big things that big entities have and do. (That’s why it’s still mostly B2B.) Yet, as with personal computing, far more will be do-able by individuals with their own clouds than is now do-able by big entities. So, whether or not “personal cloud” ends up being a common expression, it’s important to recognize the scale of growth potential contained in the ironic combination of those two words. If it’s true that people will be able to do more with big data than companies can, the potential is very large indeed.

But it’s still early for personal clouds. This is why, while we need marketing thinking and language to talk about outcomes and benefits, we can’t dismiss the technical language that workers building stuff already use. Techies need a vocabulary to talk about what they do with personal clouds, and to describe it to other techies.. Some of that vocabulary won’t be erase-able when the time comes to name categories and market products and services within those categories.

Also bear in mind that, early in the evolution of any technology, most talk will be tech talk, because most work will be tech work, and most of the early adopters will be technical as well. As Marc Andreessen once told me, “All technology trends start with technologists.”

We need to also bear in mind that many common terms, whether of technical or marketing origin, are not entirely accurate. A browser doesn’t just browse, a server doesn’t just serve and a client isn’t just a client.

At this stage “personal cloud” itself is both very new and possibly not permanent. At IIW a year ago, Kynetx was still talking about “personal event networks” (meaning what we now call personal clouds) and Respect Network was talking about its trust frameworks. Now both are leading personal cloud developers, and positioned that way.

And, as more techies show up and start helping to raise the same barn, they will bring their own vocabularies and spins on existing vocabularies.

This is why I think it’s important for us to listen closely to the sounds made on the ground at IIW this next week. While we need to respect what the techies say as well as do, we also need to keep marketability in mind. To help with that, let me offer the social graph as an example of Things Gone Wrong.

When the term first showed up, in this piece by Brad Fitzpatrick, I lobbied hard in Linux Journal against using it, and for coming up with something better. I failed, and “social graph” today is as viral as a lump of lead. Even Mark Zuckerberg can’t make it catch, and the number of ordinary people who say “my social graph” today rounds to zero.

Will “my personal cloud” meet the same fate? I don’t think so, especially with its new logo, up there at the top. (From 99 Designs, btw.) But I also don’t know. Kinda depends on how good, and usable, the tech is.

Parc de la Villette

That’s the Parc de la Villette, also variously known as Parc La Villette, Parc Villette, or just Villette, here in Paris. I shot it two days ago, when we got here and the weather was clear. It got cloudy and wet after that. But it looks like things will clear up for:::::

OuiShareFest

From the About page:

The first major European event dedicated to the collaborative economy.

This three-day festival will bring together a global community of entrepreneurs, designers, makers, economists, investors, politicians and citizens to build a collaborative future.
Paris, May 2-3-4, 2013.

Not just another business conference.

Co-designed with its community, OuiShare Fest will feature a wide range of hands-on activities and great live music.
Day 1-2 will gather 500 professionals and public officials.
Day 3 will be free and open to the public.

Can’t wait.

I’ll be speaking there on Friday morning at 9:30. The title: Markets are Relationships. I’ll be there for most of the rest of the show too. Great line-up of topics, speakers and attendees. After that, it’s Silicon Valley for IIW.

See ya theres.

 

I was talking with @ErikCecil yesterday about the sea change we both detect in people’s tolerance for unwanted tracking. They’re getting tired of it. So are lawmakers and regulators. (No, not everybody. But not a small percentage. And it’s growing.) See here, here,  here, here, here, here, here, here and here.

Somewhere in the midst of our chat, Erik summarized the situation with a metaphor that rang so true that I have to share it. Here’s roughly what he said: “The backwash that’s coming is a tsunami that hasn’t hit yet. Right now it’s a wide swell over deep water. But you can tell it’s coming because the tide is suspiciously far out. So we have all these Big Data marketing types, out there on the muddy flats, raking up treasures of exposed personal data. They don’t see that this is not the natural way of things, or that it’s temporary. But the tidal wave is coming. And when it finally hits, watch out.”

 

 

I just looked up facebook advertising on Google News, and got these results:

More Facebook Ads Are Coming, Your Friends Will Finally Hit Delete
Forbes-8 hours ago
Now, Facebook is doing a pretty smart thing here rolling out the more prominent advertising along with an updated user experience, but will…

Facebook’s New News Feed Is a Binder Full of Advertising The Atlantic Wire-4 hours ago

Disruptions: As User Interaction on Facebook Drops, Sharing  New York Times (blog)-Mar 3, 2013

Facebook Isn’t Your Platform. You’re Facebook’s Platform -Businessweek-Mar 5, 2013

Facebook’s advertising strategy cannot win
USA TODAY-Mar 5, 2013 Facebook presumably did not purposefully create a freeadvertising vehicle (that is, the standard posting function) that’s more effective than its … 

all 84 news sources »

Facebook may charge users to remove ads, patent application reveals GigaOM-by Janko Roettgers-Mar 5, 2013 Facebook may offer users to get rid of ads, highlight custom messages or even select the friends displayed on their personal profile in 

Mostly negative stuff.

But there are some plusses, down below the fold. For example, Facebook advertising works, and couldn’t be more fair, by Rocco Pendola in TheStreet. His gist:

Roughly five months into my job as TheStreet’s director of social media, I can tell you — firsthand — that Facebook advertising works incredibly well for a brand/multimedia organization such as TheStreet. In fact, I argue that if Facebook’s platform doesn’t work for you, you’re simply not doing it right.

Well, good for them. Over here on the receiving end it isn’t so pretty. For example, here’s my latest ad pile at Facebook:

A few questions:

  1. Where does Facebook get the idea that I want to cheat on my wife, to whom it knows I’ve been married for almost 23 years?
  2. Why would Facebook sell an ad to an advertiser that would rudely suggest that there is a chance in hell that I’d ever cheat on my wife?
  3. And why would anybody want to be told, over and over again, as the AARP ads always do, that they’re old?

Maybe it’s because they’ll sell anything to anybody. Or maybe it’s that SeniorPeopleMeet and SeniorsMeet simply buy exposures across the entire “senior” demographic, regardless of what Facebook’s intelligence might say about individuals in that demographic. Clearly Facebook doesn’t mind, regardless of the reasons, which is worse than insulting: it’s stupid and wrong.

It’s hard to imagine a company that has more “big data” about its users than Facebook does, or better means for delivering truly relevant ads to individuals. And yet Facebook’s advertising is mostly ignored, unwelcome or worse. Yes, its advertising program has made Facebook financially successful. But that success masks other failures, such as the very high percentage of misses, many of which have negative results. I see no reason to believe that these failings won’t also be leveraged into the company’s new advertising ventures, covered in the news above.

I’ve been told by adtech professionals that a funny thing about their business is that Google and Facebook are terribly jealous of each other: Google is jealous of Facebook because Facebook can get especially personal with its users, while Facebook is jealous of Google because Google can advertise all over the Web. And yet both are missing real human relationships with their users, because the users are not customers. They are the products being sold to the companies’ real customers, which are advertisers.

What’s keeping Facebook from offering paid services to individuals — or Google from offering more than the few they do? Here’s one reason I got from a Google executive: it costs too much money to serve individual human customers. This isn’t verbatim, but it’s close: If our users were actually customers, we would have to support them with human beings, and we don’t want to make less than $1 million per employee (Yes, that was the number they gave.) And yet, all advertising-supported businesses could benefit a great deal by having at least some of their users become subscribers.

Start with the money. How much would Facebook make if the company offered a subscription service that came with both no advertising and better privacy protections? Depends on the subscription price, of course, multiplied by the number of people who go for the deal. Maybe one of ya’ll can give us some run-ups in the comments below.

Then look at to the signaling issue. Real customers can send much better signals to Facebook than mere “users” can. They can offer real feedback, and good ideas for improving services — the kind of stuff you get when you have a real relationship, rather than a vast data milking operation. For example, a company with human customers can hear, personally, how they’re screwing up, from people who care enough to pay for services.

I’ve dealt with a lot of highly successful companies, and they all risk the same problem: getting high from smoking their own exhaust, and thinking their shit doesn’t stink. Facebook is there right now. And they are making the same mistake that AOL, Compuserve, Prodigy, MySpace and countless other online services did when they were high and thought their shit didn’t stink. They assumed that occupants of their private habitats love being there, and wouldn’t leave. In fact many inhabitants of Facebook only tolerate it, or are there because it’s what works for now, or because lots of their friends and relatives are there. But they can leave, and so can their friends and relatives, as soon as attractive other choices appear. Which is inevitable.

Everybody has limits. Facebook is hell-bent on testing them, apparently.

Bonus link.

In Google Bringing TrueView Ads to Apps, Games Marks the first time users will be able to skip ads outside video Tim Peterson (in AdWeek) begins,

Seventy percent of YouTube’s in-steam ad views are those skippable TrueView ads, Google’s svp of advertising Susan Wojcicki told attendees of the Interactive Advertising Bureau’s Annual Leadership Meeting on Tuesday in Phoenix, Ariz. And consumers should expect a lot more of TrueView, as Wojcicki announced that now users will soon be seeing—or not seeing—such skippable ads in apps and games.

The move marks the first time Google will run TrueView ads against nonvideo inventory,Wojcicki said, and is intended to “enable users to have more choice.”

In Google sees the value of free customers, Joe Andrieu, writes,

Even though it is the same old advertising game–something that could use some fixing–what’s impressive is that with the ad-skipping feature Google saw “a 40 percent reduction in the number of people who click away from a video when shown a pre-roll” ad.

It’s real-world proof that a free customer is more valuable than a captive one. Give people the freedom to leave and more will stay than if you had forced the issue.

I agree. Read the whole thing.

Bonus link.

 

When you see an ad for Budweiser on TV, you know who paid for it and why it’s there. You also know it isn’t personal, because it’s brand advertising.

But when you see an ad on a website, do you know what it’s doing there? Do you know if its there just for you, or if it’s for anybody? Hard to tell.

However, if it’s an ad for a camera showingng up right after you visited some photography sites, it’s a pretty good guess you’re being tracked. It’s also likely you are among millions who are creeped out by the knowledge that they’re being tracked.

On the whole, the tracking-driven online advertising business (aka “adtech”) assumes that you have given permission to be followed, at least implicitly. This is one reason tracking users and targeting them with personalized ads is more normative than ever online today. But there is also a growing concern that personal privacy lines are not only being crossed, but trampled.

Ad industry veterans are getting creeped out too, because they know lawmakers and regulators will be called on for protection. That’s the case George Simpson — an ad industry insider — makes in  Suicide by Cookies, where he starts with the evidence:

Evidon measured sites across the Internet and found the number of web-tracking tags from ad servers, analytics companies, audience-segmenting firms, social networks and sharing tools up 53% in the past year. (The ones in Mandarin were probably set by the Chinese army.) But only 45% of the tracking tools were added to sites directly by publishers. The rest were added by publishers’ partners, or THEIR partners’ partners.

Then he makes a correct forecast government intervention, and concludes with this:

I have spent the better part of the last 15 years defending cookie-setting and tracking to help improve advertising. But it is really hard when the prosecution presents the evidence, and it has ad industry fingerprints all over it — every time. There was a time when “no PII” was an acceptable defense, but now that data is being compiled and cross-referenced from dozens, if not hundreds, of sources, you can no longer say this with a straight face. And we are way past the insanity plea.

I know there are lots of user privacy initiatives out there to discourage the bad apples and get all of the good ones on the same page. But clearly self-regulation is not working the way we promised Washington it would.

I appreciate the economics of this industry, and know that it is imperative to wring every last CPM out of every impression — but after a while, folks not in our business simply don’t care anymore, and will move to kill any kind of tracking that users don’t explicitly opt in to.

And when that happens, you can’t say, “Who knew?”

To get ahead of the regulatory steamroller, the ad business needs two things. One is transparency. There isn’t much today. (See Bringing Manners to Marketing at Customer Commons.) The other is permission. It can’t only be presumed. It has to be explicit.

We — the targets of adtech — need to know the provenance of an ad, at a glance. It should be as clear as possible when an ad is personal or not, when it is tracking-based or not, and whether it’s permitted. That is, welcomed. (More about that below.)

This can be done symbolically. How about these:

 means personalized.

↳ means tracking-based.

☌ means permitted.

I picked those out of a character viewer. There are hundreds of these kinds of things. It really doesn’t matter what they are, so long as people can easily, after awhile, grok what they mean.

People are already doing their own policy development anyway, by identifying and blocking both ads and tracking, through browser add-ons and extensions. Here are mine for Firefox, on just one of my computers:

All of these, in various ways, give me control over what gets into my browser. (In fact the Evidon research cited above was gained by Ghostery, which is an Evidon product installed in millions of browsers. So I guess I helped, in some very small way.)

Speaking of permission, now would be a good time to revisit Permission Marketing, which Seth Godin published in May 1999,  about the same time The Cluetrain Manifesto also went up. Here’s how Seth compressed the book’s case nine years later.

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there’s no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted.

Real permission is different from presumed or legalistic permission. Just because you somehow get my email address doesn’t mean you have permission. Just because I don’t complain doesn’t mean you have permission. Just because it’s in the fine print of your privacy policy doesn’t mean it’s permission either.

Real permission works like this: if you stop showing up, people complain, they ask where you went.

Real permission is what’s needed here. It’s what permission marketing has always been about. And it’s what VRM (Vendor Relationship Management) is about as well.

Brand advertising is permitted in part because it’s not personal. Sometimes it is even liked.. The most common example of that is Super Bowl TV ads. But a better example is magazines made thick with brand ads that are as appealing to readers as the editorial content. Fashion magazines are a good example of that.

Adtech right now is not in a demand market on the individual’s side. In fact, judging from the popularity of ad-blocking browser extensions, there is a lot of negative demand. According to ClarityRay, 9.23% of all ads were blocked by users surveyed a year ago. That number is surely much higher today.

At issue here is what economists call signaling — a subject about which Don Marti has written a great deal over the last couple of years. I visit the subject (with Don’s help) in this post at Wharton’s Future of Advertising site, where contributors are invited to say where they think advertising will be in the year 2020. My summary paragraph:

Here is where this will lead by 2020: The ability of individuals to signal their intentions in the marketplace will far exceed the ability of corporations to guess at those intentions, or to shape them through advertising. Actual relationships between people and processes on both sides of the demand-supply relationship will out-perform today’s machine-based guesswork by advertisers, based on “big data” gained by surveillance. Advertising will continue to do what it has always done best, which is to send clear signals of the advertiser’s substance. And it won’t be confused with its distant relatives in the direct response marketing business.

I invite everybody reading this to go there and jump in.

Meanwhile, consider this one among many olive branches that need to be extended between targets — you and me — and the advertisers targeting us.

 

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