140703 humancredit user_v3_en_out
TRANSCRIPT
Humancredit
Use the internet as usual and automatically support
good causes!
London @ ESCP | CASS Georgi Musev, July 3rd, 2014
A story about self-determination
you have first to leave the earth.
If you want to reach the moon,
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self-determination
„change can kill us…“
the challenge
5Albrecht Dürer: Adam und Eva, 1507; Michelangelo: Die Erschaffung Evas in der Sixtinischen Kapelle, 1508–12
Our heroes… Living in a perfect in paradise. Perfect apple…
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The prohibition enabledthe first self-determined action.
To eat or not to eat?
DON’T eat the apple!
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The first conscious decision!
!…cast away from paradise.
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Super Easy!
Super Downloads!
Super Uploads!
A perfect cloud!
Adam and Eve created a NEW paradise!
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BIG DEAL BIG DATA
missing transparency without a way to participate
unwillingly sharing their data flooded by disrupting advertisement
Helpless consumers in a web out of balance!
Not self-determined again…
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…neither work well!
…became corrupted!
…don’t work 100%
Trying to protect their autonomy:
Playing „rabbit & hunter“Adam and Eve keep being rabbits!
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?
We need a new strategy!
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What do Google want from you?
YOUR DATA
It’ all about your communication channel!
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Humancredit proposes a new strategy…
Power through openness
Self-determinationthrough
conscious communication
New path to sustainable communication:
voluntarily shared data
relevant advertisement
self-determinationtransparencyparticipation do good
consumer engagement
transparencyefficiency
image
cooperation creates balance
fee for premium targeting
premium access to consumers
distributing donations funding donations
donations for good causes
User AdvertiserExchange von market values
Exchange of ethical values
emotional resonance
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We are addressing a $100 billion business…
Nobody counts whit a transparent
digital marketing!
An easy-to-understand brand:
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ADVERTISERS & BRANDS
Criteria for the brands: „NO DRUGS, NO GUNS, NO SLAVERY...“
Transparent contract with the user: „NON-PROFIT COMPANY“
Criteria for the NGOs: „TRANSPARENT DONATIONS“
USER COMMON GOODS
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++?
++?
What’s the winfor Adam and Eve?
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• voluntarily sharing information about your interests
1. Transparent storage & data management by yourself.
2. You actively authorize only the access to your „attention“: no data is delivered to advertisers!
3. You can recognize relevant ads with a Humancredit seal
4. You can control your communication channel:encrypted „key“ matches relevant ads to your devices.
black box
Transparency
+1. 2. 3. 4.
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2 minutes 20 questions
200 Humancredits
advertisement, that isrelevant to us
advertisement, thatpays for our attention
advertisement, we can vote, close or give feedback to if we want
advertisement with the
Humancredit certificate
Relevant advertisement
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ca. €100 p.a. per user
we get for our membership5-50€/year
we get for each actualization: 20¢
we get for each interaction:
5¢-5€
we get for our browser time:
1-10¢/h
Real power
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„Added value for the common
goods!“
„Conscious communication frees me from
dependence on big players.“
„I have my self-determination
back“
Digital citizens
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Self define your digital life! Do good, browsing the web as usual!
Join Humancredit!
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