Category: Internet (page 1 of 2)

Actual chat with an Internet Disservice Provider

customerdisservice

After failing to get a useful answer from Verizon about FiOS availabilty at a Manhattan address (via http://fios.verizon.com/fios-coverage.ht…), I engaged the site’s chat agent system, and had this dialog:

Jessica: Hi! I am a Verizon specialist, can I help you today?

You: I am trying to help a friend moving into ______ in New York City. The Web interface here gives a choice of three addresses, two of which are that address, but it doesn’t seem to work. She wants to know if the Gigabit deal — internet only (she doesn’t watch TV or want a phone) — is available there.
Jessica: By chatting with us, you grant us permission to review your services during the chat to offer the best value. Refusing to chat will not affect your current services. It is your right and our duty to protect your account information. For quality, we may monitor and/or review this chat.

You: sure.
Jessica: Hey there! My name is Jessica. Happy to help!

Jessica: Thank you for considering Verizon services. I would be glad to assist you with Verizon services.

You: Did you see my question?
Jessica: Thank you for sharing the address, please allow me a moment to check this for you.

Jessica: Yes, please allow me a moment to check this for you.

Jessica: I appreciate your patience.

Jessica: Do you live in the apartment?

You: No. I am looking for a friend who is moving into that building.
You: I had FiOS where I used to live near Boston and was pleased with it.
Jessica: Thank you for your consideration.

Jessica: The address where your friend will be moving require to enter the apartment number.

You: hang on
Jessica: Sure, take your time.

You: 5B
You: When we are done I
Jessica: Thank you, one more moment please.

You: would also like you to check my building as well.
Jessica: Sure, allow me a moment.

Jessica: I appreciate your patience.

Jessica: I’m extremely sorry to share this, currently at your friend’s location we don’t have Fios services.

You: Okay. How about _________ ?
You: Still there?
Jessica: Yes, I’m checking for this.

Jessica: Please stay connected.

Jessica has left the chat
You are being transferred, please hold…
You are now chatting with LOUIS
LOUIS: Good morning. I’ll be happy to assist you today. May I start by asking for your name, the phone number we are going to be working with today, and your account pin please?

You: I want to know if FiOS is available at _________.
You: __________. It is not a landline and I do not have an account.
LOUIS: Hello. You’ve reached our Verizon Wireless chat services. I don’t have an option to check on our Fios services for your area. You are able to contact our Fios sister company at the number 1-800-483-3000

You: this makes no sense. I was transfered to you by Jessica in FiOS.
LOUIS: Looks like Jessica is one of our chat agents, but we are with Verizon Wireless. Fios is our sister company, which is a different entity than us

You: Well, send some feedback to whoever or whatever is in charge. Not sure what the problem is, but it’s a fail in this round. Best to you. I now your job isn’t easy.
LOUIS: I do apologize about this, I will certainly relay this feedback on this matter. Here is a link to Verizon Communications for your residential services:https://www.verizon.com/support/residential/contact-us/index.htm

You: Thanks.
LOUIS: I want to thank you for chatting with me today. Hope you have a great day! You can find answers to additional questions at vzw.com/support. Please click on the “X” or “End Chat” button to end this chat.

You: Thanks agin.

The only way to fix this, as we’ve said here countless times, is from the customer’s side. Meanwhile, please dig Despair.com, source of the image above. For so many companies, it remains too true.

Our radical hack on the whole marketplace

In Disruption isn’t the whole VRM story, I visited the Tetrad of Media Effects, from Laws of Media: the New Science, by Marshall and Eric McLuhan. Every new medium (which can be anything from a stone arrowhead to a self-driving car), the McLuhans say, does four things, which they pose as questions that can have multiple answers, and they visualize this way:

tetrad-of-media-effects

The McLuhans also famously explained their work with this encompassing statement: We shape our tools and thereafter they shape us.

This can go for institutions, such as businesses, and whole marketplaces, as well as people. We saw that happen in a big way with contracts of adhesion: those one-sided non-agreements we click on every time we acquire a new login and password, so we can deal with yet another site or service online.

These were named in 1943 by the law professor Friedrich “Fritz” Kessler in his landmark paper, “Contracts of Adhesion: Some Thoughts about Freedom of Contract.” Here is pretty much his whole case, expressed in a tetrad:

contracts-of-adhesion

Contracts of adhesion were tools industry shaped, was in turn shaped by, and in turn shaped the whole marketplace.

But now we have the Internet, which by design gives everyone on it a place to stand, and, like Archimedes with his lever, move the world.

We are now developing that lever, in the form of terms any one of us can assert, as a first party, and the other side—the businesses we deal with—can agree to, automatically. Which they’ll do it because it’s good for them.

I describe our first two terms, both of which have potentials toward enormous changes, in two similar posts put up elsewhere: 

— What if businesses agreed to customers’ terms and conditions? 

— The only way customers come first

And we’ll work some of those terms this week, fittingly, at the Computer History Museum in Silicon Valley, starting tomorrow at VRM Day and then Tuesday through Thursday at the Internet Identity Workshop. I host the former and co-host the latter, our 24th. One is free and the other is cheap for a conference.

Here is what will come of our work:
personal-terms

Trust me: nothing you can do is more leveraged than helping make this happen.

See you there.

 

We’re done with Phase One

Here’s a picture that’s worth more than a thousand words:

maif-vrm

He’s with MAIF, the French insurance company, speaking at MyData 2016 in Helsinki, a little over a month ago. Here’s another:

sean-vrm

That’s Sean Bohan, head of our steering committee, expanding on what many people at the conference already knew.

I was there too, giving the morning keynote on Day 2:

cupfu1hxeaa4thh

It was an entirely new talk. Pretty good one too, especially since  I came up with it the night before.

See, by the end of Day 1, it was clear that pretty much everybody at the conference already knew how market power was shifting from centralized industries to distributed individuals and groups (including many inside centralized industries). It was also clear that most of the hundreds of people at the conference were also familiar with VRM as a market category. I didn’t need to talk about that stuff any more. At least not in Europe, where most of the VRM action is.

So, after a very long journey, we’re finally getting started.

In my own case, the journey began when I saw the Internet coming, back in the ’80s.  It was clear to me that the Net would change the world radically, once it allowed commercial activity to flow over its pipes. That floodgate opened on April 30, 1995. Not long after that, I joined the fray as an editor for Linux Journal (where I still am, by the way, more than 20 years later). Then, in 1999, I co-wrote The Cluetrain Manifesto, which delivered this “one clue” above its list of 95 Theses:

not

And then, one decade ago last month, I started ProjectVRM, because that clue wasn’t yet true. Our reach did not exceed the grasp of marketers in the world. If anything, the Net extended marketers’ grasp a lot more than it did ours. (Shoshana Zuboff says their grasp has metastacized into surveillance capitalism. ) In respect to Gibson’s Law, Cluetrain proclaimed an arrived future that was not yet distributed. Our job was to distribute it.

Which we have. And we can start to see results such as those above. So let’s call Phase One a done thing. And start thinking about Phase Two, whatever it will be.

To get that work rolling, here are a few summary facts about ProjectVRM and related efforts.

First, the project itself could hardly be more lightweight, at least administratively. It consists of:

Second, we have a spin-off: Customer Commons, which will do for personal terms of engagement (one each of us can assert online) what Creative Commons (another Berkman-Klein spinoff) did for copyright.

Third, we have a list of many dozens of developers, which seem to be concentrated in Europe and Australia/New Zealand.  Two reasons for that, both speculative:

  1. Privacy. The concept is much more highly sensitive and evolved in Europe than in the U.S. The reason we most often get goes, “Some of our governments once kept detailed records of people, and those records were used to track down and kill many of them.” There are also more evolved laws respecting privacy. In Australia there have been privacy laws for several years requiring those collecting data about individuals to make it available to them, in forms the individual specifies. And in Europe there is the General Data Protection Regulation, which will impose severe penalties for unwelcome data gathering from individuals, starting in 2018.
  2. Enlightened investment. Meaning investors who want a startup to make a positive difference in the world, and not just give them a unicorn to ride out some exit. (Which seems to have become the default model in the U.S., especially Silicon Valley.)

What we lack is research. And by we I mean the world, and not just ProjectVRM.

Research is normally the first duty of a project at the Berkman Klein Center, which is chartered as a research organization. Research was ProjectVRM’s last duty, however, because we had nothing to research at first. Or, frankly, until now. That’s why we were defined as a development & research project rather than the reverse.

Where and how research on VRM and related efforts happens is a wide open question. What matters is that it needs to be done, starting soon, while the “before” state still prevails in most of the world, and the future is still on its way in delivery trucks. Who does that research matters far less than the research itself.

So we are poised at a transitional point now. Let the conversations about Phase Two commence.

 

 

 

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VRM at MyData2016

mydata2016-image

As it happens I’m in Helsinki right now, for MyData2016, where I’ll be speaking on Thursday morning. My topic: The Power of the Individual. There is also a hackathon (led by DataBusiness.fi) going on during the show, starting at 4pm (local time) today. In no order of priority, here are just some of the subjects and players I’ll be dealing with,  talking to, and talking up (much as I can):

Please let me know what others belong on this list. And see you at the show.

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The Castle Doctrine

home castle

The Castle doctrine has been around a long time. Cicero (106–43 BCE) wrote, “What more sacred, what more strongly guarded by every holy feeling, than a man’s own home?” In Book 4, Chapter 16 of his Commentaries on the Laws of England, William Blackstone (1723–1780 CE) added, “And the law of England has so particular and tender a regard to the immunity of a man’s house, that it stiles it his castle, and will never suffer it to be violated with impunity: agreeing herein with the sentiments of ancient Rome…”

Since you’re reading this online, let me ask, what’s your house here? What sacred space do you strongly guard, and never suffer to be violated with impunity?

At the very least, it should be your browser.

But, unless you’re running tracking protection in the browser you’re using right now, companies you’ve never heard of (and some you have) are watching you read this, and eager to use or sell personal data about you, so you can be delivered the human behavior hack called “interest based advertising.”

Shoshana Zuboff, of Harvard Business School, has a term for this:surveillance capitalism, defined as “a wholly new subspecies of capitalism in which profits derive from the unilateral surveillance and modification of human behavior.”

Almost across the board, advertising-supported publishers have handed their business over to adtech, the surveillance-based (they call it “interactive”) wing of advertising. Adtech doesn’t see your browser as a sacred personal space, but instead as a shopping cart with ad space that you push around from site to site.

So here is a helpful fact: we don’t go anywhere when we use our browsers. Our browser homes are in our computers, laptops and mobile devices. When we “visit” a web page or site with our browsers, we actually just request its contents (using the hypertext protocol called http or https).

In no case do we consciously ask to be spied on, or abused by content we didn’t ask for or expect. That’s why we have every right to field-strip out anything we don’t want when it arrives at our browsers’ doors.

The castle doctrine is what hundreds of millions of us practice when we use tracking protection and ad blockers. It is what called the new Brave browser into the marketplace. It’s why Mozilla has been cranking up privacy protections with every new version of Firefox . It’s why Apple’s new content blocking feature treats adtech the way chemo treats cancer. It’s why respectful publishers will comply with CHEDDAR. It’s why Customer Commons is becoming the place to choose No Trespassing signs potential intruders will obey. And it’s why #NoStalking is a good deal for publishers.

The job of every entity I named in the last paragraph — and every other one in a position to improve personal privacy online — is to bring as much respect to the castle doctrine in the virtual world as we’ve had in the physical one for more than two thousand years.

It should help to remember that it’s still early. We’ve only had commercial activity on the Internet since April 1995. But we’ve also waited long enough. Let’s finish making our homes online the safe places they should have been in the first place.

 

What if we don’t need advertising at all?

advertisinggraveI’m serious.

Answer this question: Would you pay for any publication that is only advertising? If not, Do you believe advertising adds or subtracts value from the media it funds?

It depends, right? Ads add value to The New Yorker, Vogue, Brides, Guns & Ammo and the Super Bowl. Readers and viewers actually like the ads that show up in those places. In some others, well, kinda. As for the rest? No.

The rest rounds to everything. The italicized items in the paragraph above are exceptions to a  rule that is yucky in the extreme, especially on the Web and (increasingly) on our mobile devices.

So let’s say we normalize supply and demand to the Internet, which puts a giant zero — no distance — between everybody and everything.  All that should stand between any two entities on the Net are manners, permission and convenience. Any company and any customer should be able to connect with any other, without an intermediary, any time and in any way they both want — provided agreements and methods for doing that are worked out.

So far they aren’t, and that’s the reason we have so much icky advertising on the Web and on our phones: most of the pushers have no manners, and there are no mutually accepted ways to allow or deny permission for being bothered, so those being bothered have responded with ad and tracking blockers. In other words, in the absence of manners, we’ve created an inconvenience.

Naturally, publishers, agencies and ad industry associations are crying foul, but too bad. Blocking  that shit reduces friction and  feels good. (Thank you, Bob Garfield, for both of those.)

What we need next are better ways for demand and supply to inform and connect. Not just better ways to pay for media. (That would be nice, but media have mostly been a one-way channel for informing, and at best a secondary way to connect.)

Think about what will happen to markets when any one of us can intentcast our needs for products or services, and do so easily and in standard ways that any supplier can understand. Then think about what will happen when any company can inform existing or potential customers directly, without the intermediation of the media we know today — and with clear and well-understood permissions for doing that on both sides.

The result will be the intention economy, which will work far better for demand and supply than the attention economy we have today, simply because there will be so many more and better ways to inform and connect, in both directions.

Asking today’s media to give us the intention economy is like asking AM radio to give us cellular telephony.

They can’t, and they won’t. At best they’ll serve the remaining needs of the attention economy: namely, old-fashioned Madison Avenue type branding, like we get from the best ads in the Super Bowl and in your better print magazines. This is the wheat I talk about in Separating Advertising’s Wheat and Chaff, and that Don Marti calls “signalful” advertising. Maybe that stuff will be with us forever. For the sake of the good things they fund, I hope so.

But I don’t know, because I’m sure if we zero-base the intention economy in our new all-digital world, it is unlikely that we’ll invent any of the media we have today.

It would be easy to call the intention economy utopian hogwash, and I expect some comments to say as much. But one could have said the same thing about personal computing in 1973, the Internet in 1983 and smartphones in 1993. All of those were unthinkable at those points in history, yet inevitable in retrospect.

The fact is, we are now in a digital world as well as an analog one. That alone rewrites the future in a huge way. Digital itself is the only medium, and the whole environment. It’s also us, whether we like it or not. We are digital as well as cellular.

In the past we put up with being annoyed and yelled at by advertising. And now we’re putting up with being spied on and guessed at, personally, as well. But we don’t have to put up with any of it any more. That’s another thing digital life makes possible, even if we haven’t taken the measures yet. The limits of invention are a lot farther out on the Giant Zero than they ever were in the old analog world where today’s media — including  digital ones following analog models — were born.

Advertising is an analog thing. The arguments for its survival in the digital world need to be ones that start with demand. Is it something we want? Because we’ll get what we want. Sooner or later, we’ll have the digital versions of clothing and shelter (aka privacy), of terms and permissions, of ways to signal our intentions. If advertising fits in there somewhere, great. If not, R.I.P.

 

 

 

 

 

 

 

 

 

 

Two VRooMy posts

Two new posts with VRM themes just went up.

First, in Linux Journal (@LinuxJournal), How Will the Big Data Craze Play Out?

An excerpt:

I’m wondering when and how the Big Data craze will run out—or if it ever will.

My bet is that it will, for three reasons.

First, a huge percentage of Big Data work is devoted to marketing, and people in the marketplace are getting tired of being both the sources of Big Data and the targets of marketing aimed by it. They’re rebelling by blocking ads and tracking at growing rates. Given the size of this appetite, other prophylactic technologies are sure to follow. For example, Apple is adding “Content Blocking” capabilities to its mobile Safari browser. This lets developers provide ways for users to block ads and tracking on their IOS devices, and to do it at a deeper level than the current add-ons. Naturally, all of this is freaking out the surveillance-driven marketing business known as “adtech” (as a search for adtech + adblock reveals).

Second, other corporate functions must be getting tired of marketing hogging so much budget, while earning customer hate in the marketplace. After years of winning budget fights among CXOs, expect CMOs to start losing a few—or more.

Third, marketing is already looking to pull in the biggest possible data cache of all, from the Internet of Things.

Here’s T.Rob again:

IoT device vendors will sell their data to shadowy aggregators who live in the background (“…we may share with our affiliates…”)…

Second, in Harvard Business Review (@HarvardBiz), Ad Blockers and the Next Chapter of the Internet.

…look for new ways of setting terms of engagement that we each assert in our dealings online. In the past we had to accept the one-sided terms provided by websites and services. With the power to block content selectively, we can signal not only what we don’t want, but what we want and expect from the supply side of the marketplace.

Customer Commons and others in the VRM (vendor relationship management) development community are also working on terms that only start with tracking preferences. These can expand to include conditions for voluntary data sharing, expressing buying interests, and providing standard means for connecting with loyalty programs, call centers and other CRM (customer relationship management) systems on the vendors’ side. Expect to see plenty of news about these and other expressions of individual agency online over the coming months.

Naturally, these will have important effects. Three stand out:

  1. The adtech bubble will burst. In October, executives with two of the largest publishers told me they are contemplating moves to back away from adtech. One of the biggest adtech spenders also told me they just dropped many millions of dollars in annual adtech spending. When these moves, and others like them, become public knowledge, expect to see surveillance-based marketing take a dive.
  2. Terms by which individuals deal with companies will solidify. Once that happens, we can expect The Intention Economy to unfold. This is an economy driven more by actual customer intentions than by expensive marketing guesswork.
  3. The new frontier of marketing will be service, not sales. Or, in the parlance of CRM, retention rather than acquisition. Additionally, as business becomes more subscription-based, service becomes dramatically linked to continuing revenue. This is a huge greenfield that will grow as more, and better, intelligence starts to flow back and forth between customers and companies.

After that, we’ll remember the adblock war as just another milestone in the short history of the internet. Post-war reconstruction, in this case, will begin with productive means of engagement, especially around maximizing agency on the demand side of the marketplace, and adjustments in supply to meet new and better-equipped forms of demand.

And if you’re worried about publishers and advertisers surviving, remember that publishers got along fine before there was adtech, and for most companies advertising is just one form of overhead. They can spend that money lots of other ways — including new ways they couldn’t see when they thought the supply side of the marketplace was running the whole show.

Helping publishers and advertisers move past the ad blockade

reader-publisher-advertiser

Those are the three market conversations happening in the digital publishing world. Let’s look into what they’re saying, and then what more they can say that’s not being said yet.

A: Publisher-Reader

Publishing has mostly been a push medium from the start. One has always been able to write back to The Editor, and in the digital world one can tweet and post in other places, including one’s own blog. But the flow and power asymmetry is still push-dominated, and the conversation remains mostly a one-way thing, centered on editorial content. (There is also far more blocking of ads than talk about them.)

An important distinction to make here is between subscription-based pubs and free ones. The business model of subscription-supported pubs is (or at least includes) B2C: business-to-customer. The business model of free pubs is B2B: business-to-business. In the free pub case, the consumer (who is not a customer, because she isn’t paying anything) is the product sold to the pub’s customer, the advertiser.

Publishers with paying subscribers have a greater stake — and therefore interest — in opening up conversation with customers. I believe they are also less interested in fighting with customers blocking ads than are the free pubs. (It would be interesting to see research on that.)

B. Publisher-Advertiser

In the offline world, this was an uncomplicated thing. Advertisers or their agencies placed ads in publications, and paid directly for it. In the online world, ads come to publishers through a tangle of intermediaries:

displaylumascape:

Thus publishers may have no idea at any given time what ads get placed in front of what readers, or for what reason. In service to this same complex system, they also serve up far more than the pages of editorial content that attracts readers to the site. Sight unseen, they plant tracking cookies and beacons in readers’ browsers, to follow those readers around and report their doings back to third parties that help advertisers aim ads back at those readers, either on the publisher’s site or elsewhere.

We could explore the four-dimensional shell game that comprises this system, but for our purposes here let’s just say it’s a B2B conversation. That it’s a big one now doesn’t mean it has to be the only one. Many others are possible.

C. Reader-Advertiser

In traditional offline advertising, there was little if any conversation between readers and advertisers, because the main purpose of advertising was to increase awareness. (Or, as Don Marti puts it, to send an economic signal.) If there was a call to action, it usually wasn’t to do something that involved the publisher.

A lot of online advertising is still that way. But much of it is direct response advertising. This kind of advertising (as I explain in Separating Advertising’s Wheat and Chaff) is descended not from Madison Avenue, but from direct mail (aka junk mail). And (as I explain in Debugging adtech’s assumptions) it’s hard to tell the difference.

Today readers are speaking to advertisers a number of ways:

  1. Responding to ads with a click or some other gesture. (This tens to happen at percentages to the right of the decimal point.)
  2. Talking back, one way or another, over social media or their own blogs.
  3. Blocking ads, and the tracking that aims them.

Lately the rate of ad and tracking blocking by readers has gone so high that publishers and advertisers have been freaking out. This is characterized as a “war” between ad-blocking readers and publishers. At the individual level it’s just prophylaxis. At the group level it’s a boycott. Both ways it sends a message to both publishers and advertisers that much of advertising and the methods used for aiming it are not welcome.

This does not mean, however, that making those ads or their methods more welcome is the job only of advertisers and publishers. Nor does it mean that the interactions between all three parties need to be confined to the ones we have now. We’re on the Internet here.

The Internet as we know it today is only twenty years old: dating from the end of the NSFnet (on 30 April 1995) and the opening of the whole Internet to commercial activity. There are sand dunes older than Facebook, Twitter — even Google — and more durable as well. There is no reason to confine the scope of our invention to incremental adaptations of what we have. So let’s get creative here, and start by looking at, then past, the immediate crisis.

People started blocking ads for two reasons: 1) too many got icky (see the Acceptable Ads Manifesto for a list of unwanted types); 2) unwelcome tracking. Both arise from the publisher-advertiser conversation, which to the reader (aka consumer) looks like this:

rotated

Thus the non-conversation between readers blocking ads and both publishers and advertisers (A and C) looks like this:

stophandsignal

So far.

Readers also have an interest in the persistence of the publishers they read. And they have an interest in at least some advertisers’ goods and services, or the marketplace wouldn’t exist.

Thus A and C are conversational frontiers — while B is a mess in desperate need of cleaning up.

VRM is about A and C, and it can help with B. It also goes beyond conversation to include the two other activities that comprise markets: transaction and relationship. You might visualize it as this:

Handshake_icon_GREEN-BLUE.svg

From Turning the customer journey into a virtuous cycle:

One of the reasons we started ProjectVRM is that actual customers are hard to find in the CRM business. We are “leads” for Sales, “cases” in Support, “leads” again in Marketing. At the Orders stage we are destinations to which products and invoices are delivered. That’s it.

Oracle CRM, however, has a nice twist on this (and thanks to @nitinbadjatia of Oracle for sharing it*):

Oracle Twist

Here we see the “customer journey” as a path that loops between buying and owning. The blue part — OWN, on the right — is literally the customer’s own-space. As the text on the OWN loop shows, the company’s job in that space is to support and serve. As we see here…

… the place where that happens is typically the call center.

Now let’s pause to consider the curb weight of “solutions” in the world of interactivity between company and customer today. In the BUY loop of the customer journey, we have:

  1. All of advertising, which Magna Global expects to pass $.5 trillion this year
  2. All of CRM, which Gartner pegs at $18b)
  3. All the rest of marketing, which has too many segments for me to bother looking up

In the OWN loop we have a $0trillion greenfield. This is where VRM started, with personal data lockers, stores, vaults, services and (just in the last few months) clouds.

Now look around your home. What you see is mostly stuff you own. Meaning you’ve bought it already. How about basing your relationships with companies on those things, rather than over on the BUY side of the loop, where you are forced to stand under a Niagara of advertising and sales-pitching, by companies and agencies trying to “target” and “acquire” you. From marketing’s traditional point of view (the headwaters of that Niagara), the OWN loop is where they can “manage” you, “control” you, “own” you and “lock” you in. To see one way this works, check your wallets, purses, glove compartments and kitchen junk drawers for “loyalty” cards that have little if anything to do with genuine loyalty.

But what if the OWN loop actually belonged to the customer, and not to the CRM system? What if you had VRM going there, working together with CRM, at any number of touch points, including the call center?

So here are two questions for the VRM community:

  1. What are we already doing in those areas that can help move forward in A and B?
  2. What can we do that isn’t being done now?

Among things we’re already doing are:

  • Maintaining personal clouds (aka vaults, lockers, personal information management systems, et.al.) from which data we control can be shared on a permitted basis with publishers and companies that want to sell us stuff, or with which we already enjoy relationships.
  • Employing intelligent personal assistants of our own.
  • Intentcasting, in which we advertise our intentions to buy (or seek services of some kind).
  • Terms individuals can assert, to start basing interactions and relationships on equal power, rather than the defaulted one-way take-it-or-leave-it non-agreements we have today.

The main challenge for publishers and advertisers is to look outside the box in which their B2B conversation happens — and the threats to that box they see in ad blocking — and to start looking at new ways of interacting with readers. And look for leadership coming from tool and service providers representing those readers. (For example, Mozilla.)

The main challenge for VRM developers is to provide more of those tools and services.

Bonus links for starters (again, I’ll add more):

Preparing for the 3D/VR future

Look in the direction that meerkatMeerkat and periscopeappPeriscope both point.

If you’ve witnessed the output of either, several things become clear about their evolutionary path:

  1. Stereo sound is coming. So is binaural sound, with its you-are-there qualities.
  2. 3D will come too, of course, especially as mobile devices start to include two microphones and two cameras.
  3. The end state of both those developments is VR, or virtual reality. At least on the receiving end.

The production end is a different animal. Or herd of animals, eventually. Expect professional gear from all the usual sources, showing up at CES starting next year and on store shelves shortly thereafter. Walking around like a dork holding a mobile in front of you will look in 2018 like holding a dial-phone handset to your head looks today.

I expect the most handy way to produce 3D and VR streams will be with  glasses like these:

srlzglasses

(That’s my placeholder design, which is in the public domain. That’s so it has no IP drag, other than whatever submarine patents already exist, and I am sure there are some.)

Now pause to dig @ctrlzee‘s Fast Company report on Facebook’s 10-year plan to trap us inside The Matrix. How long before Facebook buys Meerkat and builds it into Occulus Rift? Or buys Twitter, just to get Periscope and do the same?

Whatever else happens, the rights clearing question gets very personal. Do you want to be broadcast and/or recorded by others or not? What are the social and device protocols for that? (The VRM dev community has designed one for the glasses above. See the ⊂ ⊃ in the glasses? That’s one. Each corner light is another.)

We should start zero-basing the answers today, while the inevitable is in sight but isn’t here yet. Empathy is the first requirement. (Take the time to dig Dave Winer’s 12-minute podcast on the topic. It matters.) Getting permission is another.

As for the relevance of standing law, almost none of it applies at the technical level. Simply put, all copyright laws were created in times when digital life was unimaginable (e.g. Stature of Anne, ASCAP), barely known (Act of 1976), or highly feared (WIPO, CTEA, DMCA).

How would we write new laws for an age that has barely started? Or why start with laws at all? (Nearly all regulation protects yesterday from last Thursday. And too often its crafted by know-nothings.)

We’ve only been living the networked life since graphical browsers and ISPs arrived in the mid-90’s. Meanwhile we’ve had thousands of years to develop civilization in the physical world. Which means that, relatively speaking, networked life is Eden. It’s brand new here, and we’re all naked. That’s why it’s so easy anybody to see everything about us online.

How will we create the digital equivalents of the privacy technologies we call clothing and shelter? Is the first answer a technical one, a policy one, or both? Which should come first? (In Europe and Australia, policy already has.)

Protecting the need for artists to make money is part of the picture. But it’s not the only part. And laws are only one way to protect artists, or anybody.

Manners come first, and we barely have those yet, if at all. None of the big companies that currently dominate our digital lives have fully thought out how to protect anybody’s privacy. Those that come closest are ones we pay directly, and are financially accountable to us.

Apple, for example, is doing more and more to isolate personal data to spaces the individual controls and the company can’t see. Google and Facebook both seem to regard personal privacy as a bug in online life, rather than a feature of it. (Note that, at least for their most popular services, we pay those two companies nothing. We are mere consumers whose lives are sold to the company’s actual customers, which are advertisers.)

Bottom line: the legal slate is covered in chalk, but the technical one is close to clean. What do we want to write there?

We’ll be talking about this, and many other things, at VRM Day (6 April) and IIW (7-9 April) in the Computer History Museum in downtown Silicon Valley (101 & Shoreline, Mountain View).

#NewClues and #VRM

David Weinberger littlepetdillo-newcluesand I posted New Clues on the Cluetrain site this morning. It’s the first new set of clues there in almost sixteen years. (The original went up in Spring of 1999.)

The urgency behind New Clues is the retreat of businesses, networks and people into the kinds of silos and walled gardens that the Internet was built to transcend.

That transcendence will aways be there; but as more and more of what we do on the Net happens inside GAFTA (Goolge, Apple, Facebook, Twitter and Amazon) and other boxes, the less we create stuff in the wide open spaces, where it can work for anybody and everybody.

VRM is by nature distributed, not centralized. Like humanity. Like the Net. If VRM happens only inside silos, it will at best be a denatured subset of what it could and should have been. And that applies to much more than VRM.

The buzzing around NewClues and Cluetrain is high ebb right now. Here’s where to watch:

I’m interested to see how well it persists. But whether it does or not may not matter all that much, because Cluetrain has already persisted for sixteen years, and will likely to continue to persist, enlarged by this new set of clues.

Some background.

When Cluetrain came out, the Web was a static place. Its main conceptual frame was real estate: sites at domains and locations that were built, browsed and visited, as if it were a library or a store. Time-to-index for search engines ranged from days to weeks. Now the Web is a live place. Real-time. Everything in it has the locational persistence of molecules in a fog. And in most cases the same life expectancy. (BTW, my son Allen brought up this distinction in a prophesy he uttered back in 2003.)

Some of the stuff we talked about back in the Static Web days is gone.  (Online malls, anyone?) But Cluetrain did more than survive. It proved to have real value to a lot of people. (Just look at the posts at those links above.) If the tweeted molecules now buzzing around New Clues accrete to Cluetrain, they have a good chance of adding to the value that’s already there. And if they do, I’m sure that will be good for #VRM as well.

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