Customerization 3.0: Mobile Semantics

By Terry Ribb

TerryRibb@gmail.comThe Mobile Relevance Project

Why Customerization 3.0?

All of us are transitioning to something new.

But the transition can be a trap:

the customer market is fracturing

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Raving Fans

Valued lifestyle brands

Comparison Shoppers

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Commoditizing products

The Fracture

Comparison Shoppers Raving Fans

• Expert info to solve problems

• Price comparisons in real time

• Social ratings to avoid risk

• Lifestyle info in daily life

• Branded resources in daily life

• Raving fans accelerate trends

Move away fromproblems

of the past

Move towardaspirations

for the future

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Two Types of Customers

5

Web Intermediaries Mobile Brands

Venues

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Products

Filmmaking

Snow skiing

Meal planning

Living the Dream

Getting Fit

Keeping Pace

Wedding Planning

Services

Two Types of Innovators

2.0 Local, Social 3.0 Mobile, Personal

smartphone features

to interact with a location

a semantic layer

to interact with a Brand

Two Types of Apps

Search Layer:Individuals discover

Brand

Service Layer:Brand personalizes

for Fans

Social Layer:People react

to Brand

What is a Semantic Layer?

1.0 Web of Pages 3.0 Web of Things2.0 Web of People

Connected by semantic data

health

Birthday

date night

Depicted by social graphs

Connected byhyperlinks

Partnersystems

Productinventories

Commercesystems

Contentdistribution

Business layerEcosystem

Apps Sites Blogs CommunitiesWeb layer Digital Channels

ChannelsStores

What is a Semantic layer?

Personal AssistantSuper App

Brand AdvisorsSuper Filters

Fandom AvatarsSuper Personas

Virtual ExperienceSuper Intelligence

Business layerEcosystem

Web layer Digital Channels

SearchingStreaming

SharingShopping with interaction

Personal Access to all of the Brand’s Resources

When do I need this?

If you have an

app, site, store, blog, community, and channels

Customerization 3.0

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney apps, sites, store, blogs, communities, channels

Disney search: Disney Store

My interest:Ariel for a 3 year old

Can’t I get all relevant resources?

Content, roadmaps, people, venues, products, services

Disney search: Disney.com

My interest:Ariel for a 3 year old

Can’t I get all relevant resources?

Content, roadmaps, people, venues, products, services

Great for organizing around their business.

Not for supporting my mobile life.

Personal Assistant Brand Advisors Fandom Avatars Virtual Experience

Raving Fans need a super layer!

Partnersystems

Productinventories

Commercesystems

Contentdistribution

Business layerEcosystem

Apps Sites Blogs CommunitiesWeb layer Digital Channels

ChannelsStores

Business layerEcosystem

Web layer Digital Channels

On the couch,Planning vacation

On the road…Birthday gift In a café

…To help kids learn

“For a 3 year old…”

Personal Access to all of the Brand’s Resources

But I’m not Disney!

REI site: shop, travel, learn, share

My interest: Learn cycling

REI site: shop, travel, learn, share

My interest: Learn cycling

REI site: shop, travel, learn, share

My interest: Learn cycling

REI site: shop, travel, learn, share

My interest: Learn cycling

REI site: shop, travel, learn, share

My interest: Buy beginner’s gear

REI site: shop, travel, learn, share

My interest: Buy beginner’s gear

REI site: shop, travel, learn, share

My interest: Connect with cyclists

REI site: shop, travel, learn, share

My interest: Connect with cyclists

REI search

My interest:Learn cycling

Can’t I get all relevant resources?

Content, roadmaps, people, venues, products, services

REI app

Great for organizing around their business.

Not for supporting my mobile life.

Partnersystems

Productinventories

Commercesystems

Contentdistribution

Business layerEcosystem

Apps Sites Blogs CommunitiesWeb layer Digital Channels

ChannelsStores

Personal Assistant Brand Advisors Fandom Avatars Virtual Experience

Raving Fans need a super layer!

On the couch,how to cycle?

…At the storebuy first? …On a trip

what fixes this?

Business layerEcosystem

Web layer Digital Channels

“I’m a beginner!”

Personal Access to all of the Brand’s Resources

But I just have a simple business

with an app!

Fandango. search by movie, theater, zip

My interest: romantic movie every Friday night at my AMC

Great for organizing around their business.

Not for supporting my mobile life.

Partnersystems

Productinventories

Commercesystems

Contentdistribution

Business layerEcosystem

Apps Sites Blogs CommunitiesWeb layer Digital Channels

ChannelsStores

Personal Assistant Brand Advisors Fandom Avatars Virtual Experience

Raving Fans need a super layer!

On the couch,profile my style

…every Friday morningadvise, ticket

…out with kids right now:animals or animation

Business layerEcosystem

Web layer Digital Channels

“Too scary…”

Personal Access to all of the Brand’s Resources

Customerization 3.0

What leaps must I make

to develop a semantic super layer?

3.0 Strategy. Technology. Data. Design.

The 3.0 Strategy Leap: Advice

Online Advertiser Mobile Advisor

publish content ask interestinfer interest advise on resourcespush offers personalize service

The 3.0 Technology Leap: Web

People

Advise

Apps

Things

Ask

Data on web

Relevant resources

Personalizedfor each customer

Data on web

Current interest

1. Data on the WebAbout people and things. Read by computers.

2. OntologyLanguage used by applicationto process data about relationships and properties.

3. APIsFrom applicationsto semantic platform.

The 3.0 Data Leap: Structured

Happy Feet Franchise launches Happy Feet 2

Animal movie lovers will like… kids under 5 will like Happy Feet Franchise

Studio

Terry is a mom… has a daughter

Daughter is a 3 year old… loves animal movies

Fan

Happy Feet 2 is playing at ABC theater

ABC theater is near Family Cafe

Partners

Assistants

Avatars

Advisors

The Design Leap: AgentsSemantic Agents

Personalize for each Customer

Virtual Experience,Interaction intelligence

Ask“What I want to do--how, when, where, to do it”

Super AppAssistant captures fan’s interestsand links to brand’s relevant resources.

SemanticsStructured data for

fan’s interests and brand’s resources.

Personal Assistant

Assistance with booking services

Mobile App: Siri By Siri acquired by Apple

Assistance with organizing travel

Mobile App: TripIt. By TripIt, Inc.

Flight

Hotel

Rental Car

…

Advise“What are you introducing--from advisors I love and trust?”

Super FiltersAll advisors check with my assistant,

recommend different resources.

Semantic AdviceFor-Tag resources:

Content, roadmaps, people, places,products, services.

Brand Advisors

Select your Advisor

Mobile App: Glamour Ask a Stylist. By Like.com

Web App: Covet.com. By Like.com

Receive Personalized Advice

Serve“Support my different stylesand different types of spending.

Super PersonasAvatars represent a fan’s personas.

Brand personalizes to each one.

Semantic APIsBump Avatars to smart tech, personalize across all digital appsand physical channels

Fandom Avatars

Avatars: What I like

Web App: Covet.com. By Like.com

Avatars: What I create and share

Web App: Couturious.com. By Like.com

Learn“How it went for me,

how you can be more relevant.”

Super IntelligencePersonalized brand experiencesthat span digital apps and physical channels.

Semantic AILearns from each advisory interaction,

shares intelligence about thoseinteractions: wants, advice, feedback.

Virtual Experience

Future Experiences… across all digital channels

Venue surfaces

Full-dome events Future:

Immersivevenues

NFC billboards

Motion games

Interactive displaysAugmented reality

Assistants

Avatars

Advisors

Summary: The Design Leap

Virtual Experienceand Persona intelligence

Semantic AgentsPersonalize for each Customer

Who is it for?

Any Mobile Brand with Raving Fans.

Customerization 3.0

3.0 Strategy: Advice

3.0 Data: Structured

3.0 Technology: Web

3.0 Design: Agents

Launching Aug. 15,we’re sharing semantic strategies and practices online.

Visit www.MobileRelevanceProject.com

Terry Ribb and Fred Chow

Q & A