Difference between revisions of "Persona-summary"

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(New page: =ITA white paper executive summary -- April 16, 2011= EXECUTIVE SUMMARY An emerging Attention Age – characterized by an economy which treats human attention as a scarce and valuable as...)
 
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=ITA white paper executive summary -- April 16, 2011=
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=ITA white paper executive summary -- April 12, 2011=
  
EXECUTIVE SUMMARY
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As the news and paper come unglued, what will sustain for journalism?
  
An emerging Attention Age – characterized by an economy which treats human attention as a scarce and valuable asset -- is transforming the information business and raising significant public concerns about an escalation of intrusive, privacy-challenging marketing.  For the institutions that practice journalism, this represents a chance to survive beyond the era of mass-market advertising, by becoming  “information valets”  for their readers, viewers and users.  Trust, access, identity and value are core issues, affecting convenience, privacy and personalization. This  attention economy  invites new collaboration among news,  advertising, publishing, entertainment, technology and philanthropic services. Yet to survive in the Attention Age,  news organizations --- legacy and new networks – must:
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Mass-market advertising is no longer sufficient. An emerging Attention Age – characterized by an economy which treats human attention as a scarce and valuable asset -- is transforming the information business. It’s also raising public concern about an escalation of intrusive, privacy-challenging marketing.   
  
· Offer a convenient, trustworthy, personalized service for individuals to find and transact for information vital to their daily lives.  The value should be given or received, depending upon whether the individual needs the information or a marketer needs to reach the individual.
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The defining challenge for news organizations in the 21st century is no longer managing proprietary stories, but helping the public manage our attention to ubiquitous, disaggregated information. In less than a decade, we have moved from a world of relative information scarcity -- access restricted by a variety of technical choke points, such as presses, to a world of such information abundance that the average user's challenge is not how to access information, or even how find it, but how to personalize, trust and make sense of it.
  
· Allow content providers full flexibility to continue to operate closed, proprietary, “siloed” systems for their own users.
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The Internet has shifted control of information largely from publishers to consumers, who have ubiquitous access, but  trouble sorting and acquiring the most trustworthy knowledge. The emerging Attention Economy is transforming the news business. It represents for the institutions which practice journalism a slow death, or a chance to experiment and thrive beyond the era of mass-market advertising. They must become better agents, or  “information valets,”  for their readers, viewers and users. Trust,  identity and information value are core issues, affecting access, convenience, privacy and personalization. The attention economy invites new collaboration among news, advertising, publishing, entertainment, technology, public and philanthropic services. It suggests that publishers can cultivate customized, one-to-one relationships with users, provide them personalized information, and get paid for doing so.
  
· Create and participate in a new openly governed system for consumers to go outside their chosen “silo” to connect and exchange value with other content with identity and privacy under consumer control.  (See: Four-Party model)
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Managing information overload is an opportunity. The Internet as we know it today is not up to this task.  This paper recommends (Page 38)  an Information Trust Association to create  a new, open, multi-party digital marketplace for information that will:
  
Background and recommendations
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· Flexibly support continued operation of closed, proprietary, “siloed” systems by publishers and other enterprises with direct consumer account relationships.
  
In less than a decade, we have moved from a world of relative information scarcity -- access restricted by a variety of technical choke points -- such as presses -- to a world of information abundance. Thus the average user's challenge is not how to access information, or even how find it, but how to sift, personalize, trust and make sense of it.
+
· Support convenient, trustworthy, personalized services for individuals to find and transact for information vital to their daily lives. The value should be given or received, depending upon whether the individual needs the information or a marketer needs to reach the individual.
  
Managing information overload is an opportunity. It creates new businesses for agents that help the public with trust, identity, privacy, personalization and information commerceThis paper suggests how publishers can cultivate customized, one-to-one relationships with users, provide them personalized information, and get paid for doing so. The next newsroom will originate news, aggregate news from others and deliver this to individuals based on their unique persona  – based on their unique combination of age, sex, race, income and education,  their values, attitudes, interests, lifestyles and their physical location on earth.  
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· Foster and transparently govern a new openly governed, four-party  system for consumers to go outside their chosen “silo,”  connecting and exchanging value with other content with identity and privacy under consumer control(See: “Four-party model” — Choice, control for consumers; opportunity for publishers?” -- pages 46-49).
  
Google or PayPal handle commerce, but not elements of identity beyond what’s necessary to get paid.  Facebook is moving to handle identity, but might not be trusted for commerce, and faces looming regulatory scrutiny because of its dominance. None of these players have a connection to civic information or journalism.  Each might migrate services into news or information aggregation, identity management or payments.  A trust, identity and information commerce framework would allow them  -- and legacy news organizations -- to do so across a common playing field where consumer privacy is respected, business rules are transparent and the consumer can easily move among competing options. 
 
  
To establish a neutral framework for doing so, this paper calls for creation of a public-benefit initiative, an Information Trust Association (ITA), by publishers, broadcasters, technology companies, account managers and related trade groups. It should recognize in its non-equity governance structure the interests of at least four parties:  (1) end users, (2) rights-holders  and publishers (including authors, artists, information providers and aggregators),  (3) neutral authenticators, loggers and aggregators of transactions (the ITA or its contractors) and  (4) information agents, or “infovalets” -- account managers (banks, telcos, publishers, billers etc.)  whose primary allegiance is to the user.  Whether as a new entity or a initiative of an existing public-benefit organization, a clear institutional leader must emerge to lead, convene and launch the ITA.
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How this paper is organized – Observation and argument
  
The ITA initiave could:
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PART ONE of “From Paper to Persona,” observes and assesses the challenge to publishers and journalism posed by the Attention Age.  It suggests the next newsroom will originate news, aggregate news from others and deliver this to individuals based on their persona  – a unique combination of age, sex, race, income and education, their values, attitudes, interests, lifestyles and their physical location on earth. 
  
· Contract with or license with one or more for-profit entities, funded by investors, to operate elements of the shared-user network for trust, identity and information commerce. The network should be compliant with and supportive of all existing Internet protocols.
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“From Paper to Persona” points to evidence that:
· Vest greater choice, control and economic value of their privacy and personal information in the hands of individual citizens.
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 +
· Information has come unbundled, and no copyright laws will change that
 +
· Journalism is expensive, and mass-market web advertising alone will not sustain it.
 +
· Sustaining journalism requires rethinking mass-market advertising, and news as a service rather than a product.
 +
· Advertising is giving way to targeted, permission-based, direct marketing
 +
· Publishers in the old gatekeeper role won’t control the marketing loop
 +
· Consumers are aware of privacy and the value of their attention
 +
· Trust and identity are building blocks of the new information ecosystem
 +
 
 +
PART TWO  of “From Paper to Persona,” is an argument for a  solution -- establishment of a public-benefit initiative to neutrally specify and referee a new marketplace for privacy, trust, identity and information commerce. A world-focused  Information Trust Association (ITA) initiative would be guided by publishers, broadcasters, technology companies, account managers, trade groups and the public. It would present a common playing field where consumer privacy is respected, business rules are transparent and the consumer can easily move among competing options.  Whether as a new entity or the initiative of an existing public-benefit organization, the ITA’s non-equity governance structure would recognize the interests of at least four parties:  (1) end users, (2) rights-holders and publishers (including authors, artists, information providers and aggregators),  (3) neutral authenticators, loggers and aggregators of transactions (the ITA or its contractors) and  (4) information agents, or “infovalets” -- account managers (banks, telecommunications companies, publishers, billers etc.)  whose primary allegiance is to the user.  The initiative could:
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 +
· Vest greater choice, control and economic value of their privacy and personal information in the hands of individual citizens through voluntary standards.
 +
· Foster and govern multisite user authentication services.
 +
· Support web wide tracking and billing for  “atomized” content.
 
· Simplify the open, competitive exchange of value among users and information suppliers.
 
· Simplify the open, competitive exchange of value among users and information suppliers.
 
· Guarantee one-account, one-ID, one-bill simplicity from any of multiple participating trust/identity/commerce providers (“InfoValets”).
 
· Guarantee one-account, one-ID, one-bill simplicity from any of multiple participating trust/identity/commerce providers (“InfoValets”).
 +
· Contract or license with one or more for-profit entities, funded by investors, to operate elements of a shared-user network for privacy, trust, identity and information commerce.
 
· Assure the trustworthiness, and neutrality of enabling technologies.
 
· Assure the trustworthiness, and neutrality of enabling technologies.
· Operate transparently within existing antitrust law to provide a platform for competition which benefits the public.  
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· Operate transparently within existing antitrust law to provide a platform for competition, which benefits the public.  
· Establish voluntary privacy, trust and identity standards
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· Research, test and commission key technologies.
· Research, test and commission key technologies  
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· Sanction protocols for sharing users and content.
· Sanction protocols for sharing users and content
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· Use, supportive  and enable existing Internet protocols.
· Foster and govern multisite user authentication service
 
· Support webwide tracking and billing for  “atomized” content
 
 
 
The Internet infrastructure as we know it today is not up to these tasks.  With the ITA,  it can be. o
 

Revision as of 19:07, 23 April 2011

ITA white paper executive summary -- April 12, 2011

As the news and paper come unglued, what will sustain for journalism?

Mass-market advertising is no longer sufficient. An emerging Attention Age – characterized by an economy which treats human attention as a scarce and valuable asset -- is transforming the information business. It’s also raising public concern about an escalation of intrusive, privacy-challenging marketing.

The defining challenge for news organizations in the 21st century is no longer managing proprietary stories, but helping the public manage our attention to ubiquitous, disaggregated information. In less than a decade, we have moved from a world of relative information scarcity -- access restricted by a variety of technical choke points, such as presses, to a world of such information abundance that the average user's challenge is not how to access information, or even how find it, but how to personalize, trust and make sense of it.

The Internet has shifted control of information largely from publishers to consumers, who have ubiquitous access, but trouble sorting and acquiring the most trustworthy knowledge. The emerging Attention Economy is transforming the news business. It represents for the institutions which practice journalism a slow death, or a chance to experiment and thrive beyond the era of mass-market advertising. They must become better agents, or “information valets,” for their readers, viewers and users. Trust, identity and information value are core issues, affecting access, convenience, privacy and personalization. The attention economy invites new collaboration among news, advertising, publishing, entertainment, technology, public and philanthropic services. It suggests that publishers can cultivate customized, one-to-one relationships with users, provide them personalized information, and get paid for doing so.

Managing information overload is an opportunity. The Internet as we know it today is not up to this task. This paper recommends (Page 38) an Information Trust Association to create a new, open, multi-party digital marketplace for information that will:

· Flexibly support continued operation of closed, proprietary, “siloed” systems by publishers and other enterprises with direct consumer account relationships.

· Support convenient, trustworthy, personalized services for individuals to find and transact for information vital to their daily lives. The value should be given or received, depending upon whether the individual needs the information or a marketer needs to reach the individual.

· Foster and transparently govern a new openly governed, four-party system for consumers to go outside their chosen “silo,” connecting and exchanging value with other content with identity and privacy under consumer control. (See: “Four-party model” — Choice, control for consumers; opportunity for publishers?” -- pages 46-49).


How this paper is organized – Observation and argument

PART ONE of “From Paper to Persona,” observes and assesses the challenge to publishers and journalism posed by the Attention Age. It suggests the next newsroom will originate news, aggregate news from others and deliver this to individuals based on their persona – a unique combination of age, sex, race, income and education, their values, attitudes, interests, lifestyles and their physical location on earth.

“From Paper to Persona” points to evidence that:

· Information has come unbundled, and no copyright laws will change that · Journalism is expensive, and mass-market web advertising alone will not sustain it. · Sustaining journalism requires rethinking mass-market advertising, and news as a service rather than a product. · Advertising is giving way to targeted, permission-based, direct marketing · Publishers in the old gatekeeper role won’t control the marketing loop · Consumers are aware of privacy and the value of their attention · Trust and identity are building blocks of the new information ecosystem

PART TWO of “From Paper to Persona,” is an argument for a solution -- establishment of a public-benefit initiative to neutrally specify and referee a new marketplace for privacy, trust, identity and information commerce. A world-focused Information Trust Association (ITA) initiative would be guided by publishers, broadcasters, technology companies, account managers, trade groups and the public. It would present a common playing field where consumer privacy is respected, business rules are transparent and the consumer can easily move among competing options. Whether as a new entity or the initiative of an existing public-benefit organization, the ITA’s non-equity governance structure would recognize the interests of at least four parties: (1) end users, (2) rights-holders and publishers (including authors, artists, information providers and aggregators), (3) neutral authenticators, loggers and aggregators of transactions (the ITA or its contractors) and (4) information agents, or “infovalets” -- account managers (banks, telecommunications companies, publishers, billers etc.) whose primary allegiance is to the user. The initiative could:

· Vest greater choice, control and economic value of their privacy and personal information in the hands of individual citizens through voluntary standards. · Foster and govern multisite user authentication services. · Support web wide tracking and billing for “atomized” content. · Simplify the open, competitive exchange of value among users and information suppliers. · Guarantee one-account, one-ID, one-bill simplicity from any of multiple participating trust/identity/commerce providers (“InfoValets”). · Contract or license with one or more for-profit entities, funded by investors, to operate elements of a shared-user network for privacy, trust, identity and information commerce. · Assure the trustworthiness, and neutrality of enabling technologies. · Operate transparently within existing antitrust law to provide a platform for competition, which benefits the public. · Research, test and commission key technologies. · Sanction protocols for sharing users and content. · Use, supportive and enable existing Internet protocols.