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Social TV : Fun & Games for Profit Venu Vasudevan Betaworks Motorola Mobility

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This talk ..

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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

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+ Converged So'ware & Solutions..

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Me

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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

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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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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

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‘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

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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 ..

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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 ..

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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?

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Credits. Nitya Narasimhan (Twitter. @nitya)