2008 07 25 vrm
Post on 14-Jun-2015
Embed Size (px)
DESCRIPTIONA presentation on VRM: Vendor Relationship Management
- 1. A VRM Minifesto
- Doc Searls
2. 1) A free customer is more valuable than a captive one.
- Problem is, too many of us still think the opposite way.
3. We still think the best customer is a captive one.
- Thats why we (as sellers) manage, control and otherwise own creatures called consumers.
- And thats why
4. We think a free market is your choice of captor.
- Which brings us to Thesis #
5. 2) Markets wont be freeuntil customers are free.
- And the old mentality becomes obsolete
- because free customersprovemore valuable than captive ones.
6. What we need is VRM: Vendor Relationship Management.
- Its the Nets end-to-end principle, applied to markets.
7. For companies, VRM is the reciprocal of CRM. VRM CRM 8. For individuals, VRM is a way to relate.
- It also applies the Nets end-to-end nature.
VRM 9. I should be able to express global (and logical) preferences outside of anyones silo.
- Such as
- IFI am calling for tech support,
- THENI dont want to hear a commercial message.
- AND I am willing to pay X to reach a human in 110 converter
- in Amsterdam on a Sunday afternoon
- without going into a silo, or giving any more than the required information
- which mainly consists of being trustworthy and having money to spend.
12. I should be able to manage my relationships with vendors. By my own devices.
- That means agreements need to go both ways.
- My TOS should eliminate TOSes from corporate lawyers that nobody reads and everybody has to accept.
- It means real relationships between truly consenting patries.
- Just like we have in the physical world.
13. One project is a new business model for free media. (one thatisntadvertising)
- Free media include
- Non-commercial broadcasting
- Blogs, podcasts
- Anything thats either free on purpose or too easy to steal
14. Its toolbox is therelbutton : a symbol of VRM+CRM
- It says,
- I want to pay
- what I want. And/or,
- I want to relate
- and not just yours.
- This is my codes way
- of letting your code know that.
- Even if youre not listening. Yet.
- Its how VRM meets CRM.
CRM VRM 15. The relbutton can represent three different states.
- Intention to buy(and to relate).
- Intention to sell , but also to relate onyour(the buyers) terms, as well as your own.
- Existing relationship which can be viewed and unpacked on either side.
16. Theres no limit to data typesstored on both sides.
- These can include intentions, transaction records, preferences, memberships, social graphs, shopping lists, existing agreements, whatever.
17. Heres where well see it first:
- On a radio/podcast tuner for the iPhone and other mobile Internet devices.
18. It will provide a new business model for media.
- Starting with noncommercial sources.
- And growing to include everything.
- Starting with the music business, probably.
19. VRM makes customers into platforms.
- It gives customers an API, or a set of APIs. Or whatever it takes.
- Anybody can program goods and services (and base businesses)
- on what customers actually want, and are in control of.
- Some specifics, to guide both developers and marketers
20. VRM is personal.
- That doesnt mean it isnt social.
- Just that its personal first.
21. VRM tools are personal tools.
- Just like the wallet is a personal tool.
- Just like a bank account is a personal tool.
- Not like a credit card, though. Because bank accounts are self-issued in ways credit cards are not.
- An r-card or a mine! or a personal data store need to be personal tools or toolsets.
22. VRM tools provide individuals with ways to manage relationships.
- With vendors.
- With organizations.
- With government entities.
- With each other.
- Whether those relationships are enduring
- or transitory.
23. With VRM, individuals are the central points of integration.
- Even if the data is stored in the cloud.
- Even if the individual is trusted thanks to a third party.
- Especiallyif a third party is involved.
- Which it will be in many (but not all) cases.
24. There are no limits
- to data types (or quantities) that individuals can hold
- or to what they can assert.
25. There are no limits
- on the type or amount of business that can be built on VRM.
- because it will be built on free customers working in free markets.
- Same goes for governments and citizens,
- organizations and members.
26. Were sitting at Ground Zero for Markets 3.0
- 1.0 was the Agrarian Age
- 2.0 was the Industrial Age
- 3.0 is the Information Age
- in which information is not just another word for data.
- Its how we inform and form each other.
27. So, lets rock.
- And build stuff.