Mapatok - Group 2 - NTADBM 2012 Project Report

7/31/2019 Mapatok - Group 2 - NTADBM 2012 Project Report

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NewTechnologyApplications,DesignandBusinessModels(NTADBM)

FinalProjectSubmission

Group2

AbhimanyuKumar|Chandrashekhar|NishitaGill|SiktoPatnaik

SubmissionDate:August13th,2012


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TableofContents

Introduction 3

ResearchQuestion&Theme 4

ApplicationIdeas 4

Idea1:Mapatok 5

Idea2:Hush 6

Idea3:Nudge 7

ChosenIdea 7

MapatokDesign 8

ApplicationModes 8

ApplicationSub-steps 9

InterfaceDesign 10

FunctionalFlowchart 12

Technology 13

TechnologyVenn-diagram 13ApplicationEcosystem 14

BusinessModel 15

RevenueGenerationModel 15

MarketingModel 17

BusinessModelCycle 21

Bibliography 22


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Introduction

Inaninterview,SherryTurkle,professorofSocialStudiesofScienceandTechnology

atMIT and a world-known proponent of interaction design, has been quoted as

saying

Nowwithourmobiledevicesalwayson/always-on-uswearealwaysoncamera.

With this has come in a culture of distraction, which even isnt experienced as

distractionbecauseitsjusthowwelive.Peoplefeeltheyhavearighttocustomize

theirlives,toputtheirattentionwheretheywantittobe.Iftheyareatameeting

andtheywanttotext,theydo.Studentsinaclasstellmeiftheydontchecktheirtexts,itmakesthemanxious

Theycantfeelpresent(inclass)iftheyrenotalsoinsomewayabsent.Thisnewlackofattentiontoeachother

iswhereIfeelthatwearenotdoingourhumannessjustice.

Weremovingfromconversationtoconnection.Conversationisakindofcommunicationinwhichwerealive

to each other, empatheticwith each other, listening to each other.Whenwe substitute Twitter or status

updatesonFacebookforthis,werelosingsomethingimportant.Somekidsareupto10,000to15,000textsa

monthwhichimpliestheyrenevernottexting.Inthiscascadeofcommunication,wemovefromconversation

tomereconnection.Andsowevepositionedourselvesinawaywherewecanendupfeelingmorealone,even

asweretakingactionsthatwouldsuggestweremorecontinuallyconnected.

Inallofthistheresanotherloss:Welosethecapacityforsolitude,thekindthatrefreshesandrestores.The

kindthatallowsustoreachouttoanotherperson.(Nolan,2012)


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ResearchQuestion&Theme

PickinguponTurklescues,ourresearchquestion-Canweusetechnologytoreducetheuseoftechnology?

takesintoaccounttheneedforsocialengagements,interactionsandnaturalhumanactions.Thisgivesriseto

thethemeforourclassofapplications

MinimizingTechnologybyUsingTechnology

ApplicationIdeas

Our quest for technological de-evolution (where

technologycanplayasubversiveroleduringhuman

interactions with the environment) within the

gamutoftryingtounderstandtechnologyasanaid

tonaturalstimulus,narrowedourareasof interest

to-

a. Stimulating discussions, wherediscussionsneedaroottogaindepth.

b. Engaging interactions, wheredistractionsfromamobilephoneusually

disrupttheongoinginteraction.

c. Provokingdecisions,forthosemomentsoftruth,wherebeingcocoonedinatechno-selfhasledtodecreasedhumaninteractionandthereforeourcapacitytoactspontaneously.

MinimizingTechnologybyUsingTechnology

SXmulaXngDiscussions

Mapatok

EngagingInteracXons

Hush

ProvokingDecisions

Nudge


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Idea1:Mapatok

Combining the two conceptstoNatural LanguageProcessingandMindMappinggivesbirthto the ideao

Mapatok.Thisapplicationdynamicallycreatesamindmapofaliveconversation.

Take the example of a brainstorming session in a conference room. The first step would be to train the

applicationtorecognizethevariousvoicesthatwillbeheardduringthebrainstormingsession.Second,the

smartphone runningMapatokwill beplaced in the center of the conference table, and the brainstorming

session will begin. Third, while the participants use a mixture of regular words and preset application

commandsinthediscussion,theapplicationwillbesmartenoughtodistinctlyrecognizeeachparticipants

voice,distinguishbetweendifferenttopicsofdiscussionandsegregatemultipleideathreads.Thisprocessing

will allow the application to visualize the data in a certain way and come up with a mind map of the

conversation.Therefore,theapplicationactsasasmartphonestenographerthatnotonlytextuallyrecordsa

liveconversation,butalsopresentsthedatainavisuallyappealingmanner.Usingthesemindmaps,people

haveaccesstoahistoricallogoftheirconversationandtheycangobacktothesehistoricalrecordsandreview

whatwastalkedabout.


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Idea2:Hush

This isavery simple applicationthat triestomake your smartphonewear a skin and therefore become a

living-feelingbeing.

First,thesmartphonewillbecoveredwithathermo-chromaticcoverthathasthecapabilityofchangingcolor

basedontemperature.Second,theapplicationwillberunninginthebackgroundonyoursmartphoneandwil

keep monitoring phone activity in terms ofmemory usage, Internet connectivity, missed calls, Facebook

notifications,Gtalkpings,textorWhatsappmessagesandmore.Beingactivelyengagedwiththesmartphone

meansthattheusercontinuouslychecksthephoneanddoesnotletanykindofnotificationpendfortoolong

thereforekeepingthephonefreefromworriesinasense.Thesmartphonecanalsofeelignored,whichmean

howdisengagedtheuseriswiththephone.

Therefore,whatweretryingtodoismapamoodontothephone,thereforegivingitemotion.Basedonwhat

emotion the phone is feeling, the color of the thermo-chromatic cover will change. Different colors wil

representdifferentmoods.Obviously,attendingtoallthenotificationsmakesthesmartphonehappyagain.

Thisapplicationwillallowtheusertokeephisbulkysmartphoneoutofhispocketandmakesureitisdoing

wellwithoutcheckingitfromtimetotime.


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Idea3:Nudge

ThisapplicationtakestheconceptofaMagic8-ballandaddsastructureddeterministicalgorithmtohelpaid

theusersdecisionmakingprocessinvarioustypesofsituations.Onewaytolookatthisapplicationwouldbe

avirtualmanifestationofyourbrainonyoursmartphone,sothatyoucanalwaysgotoyourphoneintimesof

extrememoodsandhelpyoutakeneutralandunbiaseddecisionsinlife.

First,theapplicationwillstartoffbyconductingapsychometrictestoftheuser,soastogaugetheneutral

personality type of the user. Second, the application will detect the users mood with the use of a

mood/emotionrecognitiontechnology(thermo-chromaticmooddetectorsorSamsungsemotioncalculation

technology).Third,theuserwillhavedescribethesituationheisinandthenasktheapplicationaquestion

aboutwhatheistodointhesituation.Finally,theapplicationwillrunanalgorithmthattakesintoaccounthi

neutralpersonalitytype,presentmoodandpreviousdecisionsmadeinvarioustypesofsituations,tocomeup

withanudgeoranopen-endedstatementthatwillhelptheuserreachafinaldecisionhimself.

ChosenIdea

Aftermultiple rounds of discussion within the group and with faculty members about design, feasibility

operability,andpossiblebusinessmodels,thefinalchosenideawasMapatok.


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MapatokDesign

Mapatok beautifully falls into the realms of Slow Design a democratic and holistic design approach fo

creatingappropriatelytailoredsolutionsforthelong-termwellbeingofpeopleandtheplanet.Itseeksout

positive synergies between the elements in a system, celebrates diversity and regionalism, and cultivates

meaningful relationships that add richness to life (Meredith & Storm, 2009). Mapatok adds richness to

conversations.

ApplicationModes

Mapatokoperatesintwomodes,inwhichfourapplicationsub-stepsareorganized.Theseareshownbelow

Todescribethetwomodes

1. Active:Inthismode,theuserisdirectlyinteractingwiththeapplicationandtheuseractivelystaysengagedwiththedevice.

2. Passive:Inthismode,thedevicewillberunningtheapplicationindependentoftheuserandinthebackgroundofthesituation,whiletheparticipantsareactivelyengagedinthediscussion.

MapatokModes

AcXve

Step1:ApplicaXonTraining

Step4:

DataManipulaXon

Passive

Step2:Data

CollecXon

Step3:Data

Synthesis


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ApplicationSub-steps

Todescribethefourbasicapplicationsub-steps

1. Application Training: In this active step, the user will have to train the application to be able torecognizethevoiceofeachandeveryparticipantintheforthcomingconversation.Trainingwilltake

placebymakingeachparticipantreciteapre-determinedsentencetotheapplication.Thevoicepitch

andtonalitywillberecognizedandstoredbytheapplication.

2.DataCollection: Inthispassive step,thedevice runningthe applicationwillbeplacedata suitablelocation,soastohearandrecognizethevoicesofindividualparticipants.Anindividualparticipants

wordswillberecorded,recognizedandstoredbytheapplicationinhisconversationtimeline,whichis

a sequential collection of what was said by that participant during the time the

conversation/discussionlasted.Inthisway,eachparticipantwillhavehisowndedicatedconversation

timeline.

3.DataSynthesis:Inthispassivestep,theapplicationwillconsolidateallthedatathathasbeencollectedin the previous step and will visually represent it by connecting individual conversation timelines

Connectionswill bemade atmultiple points basedon the similarity ofwhathas been said across

timelines.

4. Data Manipulation: In this active step, the user can make various changes to the consolidatedconversationtimelinebyusingthetouchscreenofthemobilephone.Variouskindsofchangespossible

includea. Editingthecontentinindividualconversationtimelinesb. Drawingcustomconnectionsbetweenmultipleconversationtimelinesc. Highlighting,addingordeletingcontent/connections

Oncethisvisualrepresentationisready,theusercanchoosetoprojectitontoawallbyusingapico

projector,uploadtheconversationmapontotheMapatokcloudorshareitonsocialnetworks.


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InterfaceDesign

ApplicationTraining

DataCollection


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DataSynthesis

DataManipulation


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FunctionalFlowchart

ThefollowingflowchartdescribestheflowofactivitiesthattakesplaceinasinglesessionofMapatok.


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Technology

TechnologyVenn-diagram

Mapatokhasthreeprimarytechnologyarms

1. NaturalLanguageProcessing(NLP)tool The tool would be an open-source library of functions that supports multi-lingual spoken

language recognition, and that is compatible with the mobile development platform. An

exampleofthesamewouldbeOpenEarsfortheiOS(Politepix,2012).

2. ConversationalMappingtool This tool will be created from scratch byusing the drawing, animation and coding libraries

availablewiththemobiledevelopmentplatform.ExamplesofthesamewouldbeCoreGraphics

CoreAnimationandCoreFoundationfortheiOS.

3. Mobiledevelopmentplatform ThetwomobiledevelopmentplatformsthathavebeenchosenareiOSandAndroid.Eachhas

theirrespectivesoftwaredevelopmentkit(SDK)easilyavailablefordownloadontheInternet.

NLPtool

ConversaXonMappingtool

Mobiledevelopmentplaorm

Mapatok


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ApplicationEcosystem

TheMapatok ecosystem consistsof five arms that facilitate easier informationviewing, access, exchange

sharingandediting.Thesefivearmsare

1. MapatokCloud:TheMapatokdatawarehouseswillbehostedonthecloud,sothatuserscanaccestheirsavedconversationmapsfromanypartoftheworld.Alluserprofiledatawillalsobestoredhere.

2. Pico-projector:Thepico-projectorwillbeindependentlypurchasableontheMapatokwebsite,andcanbeconnecteddirectlytothemobiledevice.Itcanthenbeusedtoprojectcreatedconversationmaps

ontoabigscreen/wall.Thisprojectionwillaidinbetterviewingandediting.

3. OnlineConversationMapEditor: TheMapatokwebsitewillbeequippedwithanonlineconversationmapeditor,whereausercanreviewhispastconversationmaps,edit,combine,growanddeletethem

Thiseditorwillbeveryuserfriendlyandwillthereforeprovidemorecontroltotheuseroverediting.

4. SocialNetworkConnectivity:Oncetheuserhascompletedcreatingandeditinghisconversationmaponhismobilephoneorbyusingtheonlineeditor,hewillbeallowedtosharehisconversationmapon

fivesocialnetworksFacebook,Twitter,LinkedIn,Google+andPintrest.Mostimportantly,anewuser

canalsologintoMapatokthroughFacebook.

5. CollaborativePlatformsAdd-on:AMapatokadd-onwillalsobecreatedthatcanbedownloadedandinstalled onto a desktop.This add-onwill integrate itself with Skype, Gtalk and other collaborative

platforms,soastohelpcreateconversationmapsofthetextualchatsthathappenbetweentwoor

moreuserslocatedindifferentpartsoftheworld.

MapatokApplicaXonEcosystem

MapatokCloud

Pico-projector

OnlineConversaXonMapEditor

SocialNetworkConnecXvity

CollaboraXvePlaormsAdd-on


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BusinessModel

RevenueGenerationModel

PayYourPriceModel

ThePayYourPricemodel(Strom,2010)isverysimilartotheonefollowedbyRadiohead,anEnglishrock

band,to sell theiralbum InRainbows. PayYourPrice isa pricingsystemwherebuyerspayany desired

amount for a given commodity, Mapatok in this case. A

fewimportantpointstonoteare

1. SaleoftheapplicationwillbeginfromtheMapatokwebsite,and not the AppleApp StoreorAndroid

Market.

2. ApplicationredemptioncouponswillbesoldontheMapatok website, and not the application itself.

This isbecause neitherdoes the AppleApp Store

northeAndroidMarketallowtheimplementation

ofthePayYourPriceModelonapplicationssold

there.

3. Aminimumfloorpriceof$0.99willhavetobepaidperredemptioncoupon,asitistheminimumpriceforanymobileapplicationontheAppleAppStore.

4. 10%ofthebuyerspaymentwillbeusedforcharitypurposes,while90%willbecountedasrevenueearned.

RevenueGeneraXonStreams

"PayYourPrice"Model In-AppAdverXsing

"PayYourPrice"Model

Salebegins

fromMapatokwebsite

SaleofapplicaXonredempXoncoupons

Minimumfloorpriceof$0.99

10%-90%revenuesplit


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Thismodelwillbesuccessfulbecauseofthefollowingreasons

1. Itisveryattractivetobuyers,astheyareallowedtopaywhatevertheywant.2. Iteliminatesthefearinthebuyersmindofwhetheraproductisworthwhileatagivensetprice,and

therelatedriskofbuyersremorse.

3. Itconvertstherelationshipbetweenthebuyerandsellerintoafriendlyexchange.4. Promising the buyers that 10% of their payment will be used for charity purposes would heavily

influencetheirbuyingdecision.

In-AppAdvertising

In-Appadvertisingisoneofthemostprofitablerevenuestreamsformobileapplicationsallovertheworld.Fo

anapplicationlikeMapatok,wherewehaveinstantaccesstothevastamountofconversationaldataofusers

In-Appadvertisingwouldbeagreataddition.GoogleAdMobcanbeusedtodetectvariouskeywordsinthe

conversationaltimelinesofuserstodisplayrelevantadvertisementswhiletheapplicationisrunningonthe

phone. The SDK that will be used to carry this forward is the Google AdMod SDK. This will work in the

followingway

GoogleAdMob

MoneXzaXon

1.InstalltheSDK

2.Userclicksonads

3.Mapatokearnsmoney

PromoXon

1.CreateadforMapatok

2.UsersofothermobileapplicaXonsseeMapatokad

3.Mapatokdownloadsgrow


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ToelaboratefurtheronthetwofunctionalitiesofGoogleAdMod

1. Monetization(GoogleAdMob,2012)a. InstalltheSDKOncetheGoogleAdModSDK isinstalledontotheapp,theadsdisplayedto

Mapatok userswill be chosen based on the content of their conversations. Therefore, only

relevantadvertisementswillpopuptotheuser.

b. UserclicksonadsAdsfromGoogleadvertiserswillbedisplayedonMapatokanduserscanclickontheadstheylike.

c. MapatokearnsmoneyMapatokgetspaideverytimeauserclicksonadsintheapp.EarningscanalsobekeptatrackoffromtheAdModreportingdashboard.

2. Promotion(GoogleAdMob,2012)a. CreateadforMapatokTheMapatokadwillbedesigned,amounttobepaidforadclickwil

bedecidedonand the select kindsofmobile appsthat can display theMapatok adwill be

chosen.

b. UsersofothermobileapplicationsseeMapatokadTheMapatokadwillbedisplayedinothermobileapplicationsandpaymentwillonlybemadewhenusersclickontheMapatokad.

c. Mapatok downloads grow The Mapatok ad on various mobile applications will not onlyincreasevisibility,butwill also increasetrafficontheMapatokwebsite and therefore boost

applicationdownloadsthroughtheAppleAppStoreandAndroidMarket.

MarketingModel

DragonflyModelforViralMarketing

TocarryoutMapatoksviralmarketingcampaign,theDragonflyModelfromthebookTheDragonflyEffect

hasbeenchosen.TheDragonflyModeltapsconceptsfromsocialmedia,marketingstrategy,andconsumer

psychologytohelppeopleachieveasingle,concretegoalandharnessesthepowerofthesocialwebtomake

aconceptheavilyviral(Smith&Aaker,2011).


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Thismodelfollowsthepneumonic:Focus+GET

1.FocusIdentifyasingle,concreteandmeasurablegoaltoworktowards

2. GrabAttentionMakesomeonelookbyusingsomethingpersonal,unexpected,visceralandvisualtostandoutinalltheonlineclutter

3. Engage Creating a personal connection and accessing higher emotions through deep empathyauthenticity&tellingastory

4. TakeActionEnableandempowerotherstotakeaction

FocusThegoal-TomakeMapatokvisibleforsatisfyingtheneedofrecallingapointthatwasmadeinaconversation

The target consumers forMapatokwould be found at areas of linger on theweb. These areas include

webpagesthatpeoplelingeronfortheirdailydoseofinformation,orwheninahighlyengagedandoccupied

state.Socialnetworkingwebsites,highlyactivepublicforumsandcontinuouslyupdatedwebsiteswouldfigure

intotheseareasoflinger.


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GrabAttention

This would be achieved by associating Mapatok to the Slow Movement taking place around the world

TheSlowMovementadvocatesaculturalshifttowardsslowingdownthefastpaceoflife,therebyenjoying

those little moments in life that people just seem to take for granted one suchmoment being that o

enjoyingaface-to-faceconversations.Moreover,MapatokbeautifullyfallsintothefieldofSlowDesignone

ofthearmsoftheSlowMovement.ByleveragingthefollowingtheSlowMovementhasbeenabletogarne

acrossEurope,USAandAustralia,Mapatokwouldbeaimedtowardssupportingandspreadingthemessageof

theSlowMovementbyfocusingontheaspectofstimulatingconversations.

Anexampleofthekindofcatchphrasesthatwillbeusedtograbtheattentionofpotentialuserswouldbe

thede-evolutionofhumanbeings,whichstemsfromthethoughtreducingthedependencyofhumanson

technologyandhowMapatoksupportstheSlowMovementbypromotingrichuneditedvocalconversations

andreducingdrabconnectionsestablishedthroughtechnologydependentpeopleinteractions,suchasonline

chats and text messages. This class of catch phrases would not only be eye-catching, but also intriguing

enoughtomaketheuserwanttoknowmoreandeventuallyassociatehimselfwiththeconcept.Othercatch

phraseswouldinclude

1. TheSlowRevolution2. Minimizingtechnologybyusingtechnology3. Technologydrivende-evolution

Engage

Autismisadevelopmentaldisorderthataffectsthebrain'snormaldevelopmentofsocialandcommunication

skills.SinceMapatokadvocatestheideasofstimulatingconversationsandbringingpeoplemoreintouchwith

their human side, the viral marketing campaign will authentically strike an emotional chord in potentia

consumersbysupportingthecauseofstimulatingconversationsamongstautisticsocialgroups.Accordingto

theMapatokbusinessmodel,10%ofcustomerspaymentwillbedonatedtowardsinstitutionsandresearch

dedicatedforalleviatingautism.Suchacausewouldpushthecustomertopaymorefortheapplication.This

socialmessagewillbecommunicatedinthemediausedtopromotetheapplicationonline.


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TakeAction

The lastwing of the Dragonflymodelwill focusonproviding the consumerwith easymeans topurchase

Mapatok.Thiswillbedonebypointingconsumerstowardsvariouscall-to-actions(CTAs)placedinthemedia

usedtopromotetheapplicationonline.AllCTAswillre-directtheconsumertotheMapatokwebsite,where

hewillbeabletopurchaseanapplicationredemptioncoupon.

MediatobeUsed

ThemainchanneltotakeforwardMapatoksviralmarketingcampaignwillbefivesocialnetworkingwebsites

Facebook,Twitter,LinkedIn,Google+andPintrest,astheycompletelyencompassMapatoks targetsetof

customers.YouTubewillbeusedtohostallMapatokvideos.Theformsofmediathatwillbeusedtospread

theword aboutMapatokwouldbeessentially images and videos. Any imageorvideowill firstbe tested

againstthecriteriawheel(shownbelow)beforeitisfloatedonline,soastoensureamplevirality.

Theequationthatwillbeusedtocheckthedegreeofviralityofaparticularimageorvideois

X=(%ofpeoplewhopassonthestory)*(%ofinvitationsaccepted)*(averagenumberofpeopleinvited)

IfX>1,thentheimageorvideoisviralenough.

MapatokPromoXonImage/Video

EmoXonevoking

Memorable

Shareable

Relatableideatotargetsegment

Egoboosttotarget

segmentonassociaXon

Freshtothetargetsegment

Honeststory

Empoweringenoughtothetargetsegment

SimpleCTA


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BusinessModelCycle


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Bibliography

1. Nolan,J.(2012).AConversationwithSherryTurkle.RetrievedAugust5th,2012,fromTheHedgehogReview:http://www.iasc-culture.org/THR/THR_article_2012_Spring_Nolan.php

2. Strom,S.(2010,May10th).RetrievedAugust6th,2012,fromPayWhatYouWant:http://www.nytimes.com/2010/05/21/us/21free.html?_r=1

3. GoogleAdMob.(2012).RetrievedAugust6th,2012,fromMonetizeyourapp:http://www.google.com/ads/admob/monetize.html

4. GoogleAdMob.(2012).RetrievedAugust6th,2012,fromPromoteyourapp:http://www.google.com/ads/admob/promote.html

5. Politepix.(2012).OpenEars-iPhoneVoiceRecognition.RetrievedAugust12th,2012,fromWelcometoOpenEarsiPhonevoicerecognitionAPI!:http://www.politepix.com/openears/

6. Meredith,B.,&Storm,E.(2009).RetrievedAugust12th,2012,fromSlowDesign:http://www.create-the-good-life.com/slow_design.html

7. Smith,A.,&Aaker,J.(2011,October).RetrievedAugust12th,2012,fromBookReview:TheDragonflyEffect:DrivingSocialChangethroughSocialMedia.

Documents

Mapatok - Group 2 - NTADBM 2012 Project Report