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MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC. All other trademarks are the property of their respective owners. © 2011 Motorola Mobility, Inc. All rights reserved.
Social TV : Fun & Games for Profit Venu Vasudevan Betaworks Motorola Mobility
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This talk ..
1/20/12 © 2011 Motorola Mobility, Inc.
cross product of two ‘trending’ topics ..
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Motorola Mobility
© 2011 Motorola Mobility, Inc.
Strong Android product lineup ..
Video Solutions..
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Motorola Mobility
1/20/12 © 2011 Motorola Mobility, Inc.
+ Converged So'ware & Solutions..
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Me
1/20/12 © 2011 Motorola Mobility, Inc.
Scalable Dist systems. Architected largest network management system
Mobile Media. Work led to first business with dominant Japanese operator in 15 years
Converged (TV+ mobile). ‘Pioneered’ the concept |business of dual-screen TV within Motorola
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This talk ..
• Social TV. Draw users into the storytelling and media experience
• Gamification. Meld Gameplay to drive greater quantity and quality of user participation in Social TV
• Gamification ain’t the only ‘Game’ in TV. Game Principles x TV Games x TV
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where’s the mobile bit
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TV : Past ..
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good, but asymmetric media experience
expensive investment sparse analytics
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Social TV
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Web (video) : Social from the get-g0
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Use
r Act
ion
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Web (video) : Social from the get-g0
1/20/12 © 2011 Motorola Mobility, Inc.
Use
r Act
ion
User Value. Sensemaking. Risk. Veracity Belonging. Relevance
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Web (video) : Social from the get-g0
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TV .. not so much
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Social TV. Adopt n’adapt social verbs to TV
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© 2011 Motorola Mobility, Inc. - Internal Confidential
User trend for ‘offline’ Social TV – early | emergent
Adapting to divided attention | shared viewing
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Social TV. Adopt|adapt social verbs to TV
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sport team player mojo events
1-screen ‘inlining’ technically doable realization sub-optimal
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Pervasive Dual-Screen TV Watching
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85%
25%
7%
7%
1%
While TV Program is on
During TV Ad Breaks
Wait until Show is Over
Pause TV to use the Net
Other
Source. Yahoo Advertising Solutions (2011)
Source: Nielsen Cross-Platform Panel – 2010
Compelling interactivity on mobile | tablet - familiar s/w platform - rapid industry iteration
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Mass participation needed to get beyond ‘Field of Dreams’
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Low participation = talking to yourself = low user gratification
Low participation = uneven analytics insights = low business capacity for analytics based services ✗
✗
✗ 2nd screen
gam
ifica
tion
more people
more
eng
aged
⏏
⏏
User benefit ∞ Volume of participation ✖ Quality of
contribution
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.. and speaking of Gamification
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Gamification = use of game design
techniques and mechanics
to
solve problems & engage audiences.
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1/20/12 © 2011 Motorola Mobility, Inc.
Gamification = use of game design
techniques and mechanics
to
solve problems & engage audiences.
Badges Achievement Levels
Leader Boards Progress meters
Awards trade|redeem|gi'
User-user challenges Embedded casual
games
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Gen 1 : Gamified Services
1/20/12 (c) 2011 Motorola Mobility, Inc.
‘work’ hard | get badge
Source. Sebastien Deterding
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Real-world user data real-world rewards - Badges alone inadequate - Burn feeds Earn - ‘Rewards’ consistent with intrinsic motivation
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Some exchanges that work ..
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SeekingAlpha | Finance
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social
personal
Motivation = $ Reward = $
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StackOverflow| So'ware
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Motivation = cred & ‘self actualize’
Reward = powers that come with reputation
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USA Networks | Media
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Motivation = - deeper|unique engagement with program - special status
Reward = Status + merchandise + Select access
Source. Jesse Redniss
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USA Networks | Media
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Real spend. 6000 pieces of Merchandise
Real ‘returns’. 65K registrants, 25K app installs 40% li' in 18-34 demo
Source. Jesse Redniss
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.. Optimizing reward spend & business value generated
Cone of reality
value of human analytics
Spen
d ($
or
equi
vale
nt)
Utopia
Naïve & ineffective
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From Core Principles to System Design
1/20/12 © 2011 Motorola Mobility, Inc.
TV | Web Video
Designing engagement within constraints of the experience ..
Volume of participation
UGC for better VoD recommendation
Source. Drew Davidson(CMU)
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Some ongoing directions of work ..
© 2011 Motorola Mobility, Inc.
Attention preserving interaction
Frictionless participation ‘eyes free’|glanceable interfaces - gesture | shake - touch (no look) prone device - ‘smart actions’ | contextual completion - virtual Aaron Rodgers dance ..
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Some ongoing directions of work ..
1/20/12 © 2011 Motorola Mobility, Inc.
Attention preserving interaction
Personalized
One size fits all
Cone of reality
Frictionless participation
Individualized value
value of human analytics
Spen
d ($|vi
rtua
l)
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Some ongoing directions of work ..
© 2011 Motorola Mobility, Inc.
Attention preserving interaction
Frictionless participation
Individualized value
- wish list --> Infer optimal reward? - relative user willingness & ‘conversion value’ across verbs (like vs comment) - auto-matching reward cadence to user (e.g. fewer, bigger?) - perceptions of progress & distance
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Last but not least ..
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Where do ‘second screen’ games fit Games as a Gamification construct
demographic
game design
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In Summary ..
• Gamification promising in: – rejuvenating the repetitive (e.g. Socialization around TV) – using social periphery to motivate willing participants
• User benefit are both direct (e.g. fun) and indirect (e.g. better recommenders)
• Benefits accrue only with critical mass of participation
• Achieving critical mass is a tractable techno-business proposition
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Questions?
1/20/12 © 2011 Motorola Mobility, Inc.
Credits. Nitya Narasimhan (Twitter. @nitya)