PART 2 - EXPERIENCES

CROSS-CHANNEL ECOSYSTEMS 101

Andrea @Resmini

December 29 2016

WHAT DO YOU MEAN, “AN EXPERIENCE”?

Think “paying my taxes”. Or “going to the movies”. Or again “having the hamster vaccinated”. These are experiences

The way they happen, actors will go through them moving freely between locations, devices, products, and services

SMS

BUSKIOSK

HERE’S AN EXAMPLE: GOING TO THE MOVIES

GREEN LINE AND CIRCLES: AN ACTOR’S PATH DESCRIBING AN EXPERIENCE

IMDB

MOVIE

WAIT AGAIN, “ACTORS”?

Yes, actors. The people formerly known as the users.

A cross-channel ecosystem is an actor-driven construct, both in terms of its structure and its content

SO AN “ACTOR” GOES THROUGH “AN EXPERIENCE”

Yes, and the systems of actors, tasks, touchpoints, seams, and channels in which this experience takes place is the

cross-channel ecosystem

The actual path that an actor walks is one of the many possible trajectories through that specific ecosystem

actors, agents within the ecosystem

youtube.com

all sorts of agents

actors pursue a future desired state

alphasys.com.au

tasks, any activity these agents perform

touchpoints, individual points

of interaction in a channel

seams, thresholds between touchpoints

and across channels

channels, pervasive ecosystem-level

information layers

and their relationships

ACTORS, TASKS, TOUCHPOINTS, SEAMS, AND CHANNELS?

These are the basic building blocks of any ecosystem

Their precise nature is specific to an ecosystem and is defined pragmatically based on context and goals

PART 3 COMING JAN 5

“ALL RIGHT, ALL RIGHT, BUT WHAT ARE THEY?”

Andrea @Resmini