A look around the corner:A look around the corner: How How permission-based marketing, permission-based marketing,

data-alignment, and RFID data-alignment, and RFID will shape the will shape the

future of commerce.future of commerce.

Presented ByPresented By

Jeffery  GiesenerJeffery  Giesener

MinneBar MinneBar April 21, 2007April 21, 2007

A A disruptive technologydisruptive technology or or disruptive disruptive innovationinnovation is a technological innovation, is a technological innovation,

product, or service that eventually product, or service that eventually overturns the existing dominant technology overturns the existing dominant technology

or product in the market. or product in the market.

Is your company DOOMing or Zooming?Is your company DOOMing or Zooming?

Thegies.typepad.comThegies.typepad.com

The Permission Challenge…

U.S. Patent Application #20050038718 details the use of RFID readers that American Express calls "consumer trackers"

to closely watch people in stores.

RFID

RFID

G3/4 Cell

RFID FOB

CreditCard

Welcome To The Future Of Shopping

Implants

BioMetric

FaceRecognition

PaylessPayments

PERMISSIONS

?

The AMEX Patent idea is that RFID-embedded objects carried by the shopper would emit a "consumer

identification signal" when queried by consumer tracker devices in the

environment.  

Businesses would pick up this signal and use it to identify shoppers, track

their movements, and observe their behavior.

Jacksonville airport getting tracking technology

Installed…

JACKSONVILLE, Fla. (AP) — Jacksonville International Airport will be one of the first in the

country to track luggage with radio frequency identification tags, which officials believe will

increase security and help reduce the number of lost bags.

Heathrow Airport to get taxi-tracking RFID system…

  London's Heathrow Airport is deploying

radio frequency identification (RFID) tags in taxi fleets to monitor and manage

demand on behalf of arriving passengers who need transport away from the airport.

LoyaltyDatabase

STORE

1

RFID

RFID

G3/4 Cell

RFID FOB

CreditCard

ABACUS

+

Store 2

Print-On-Demand

Variable Data

Around every corner…

It’s All About The Data

Abacus-Direct/Epsilon100+ Million Consumer Households

The Abacus databases are the industry's premier sources of

transactional data — universally accepted as the most accurate

predictor of future buying behavior.

How Did William Sonoma

Discover…

Pottery Barn and Pottery Barn Kids

Catalog and Retail Formats?

Everything about you is available…

Abacus DirectNet ActionI-Behavior

Experian/z-24and many more data companies

that want to know you…

Various Types of Permissions

Opt OutOpt In

The Wild West---------------------------

So When Did You Give Up Your Permissions?

Private Parts

If there's one persistent criticism or concern about data mining, it

comes in the area of privacy.

Do you trust the companies you deal with to protect your data?

What can you do about it?

The Disruptive Solution

Data Alignments and Virtual Permission Joint Ventures ….

Permission Solved

DATABASE

CASH

BACK

MailEmailCellRFIDBio

FaceNext

Print-On-Demand

Variable Data

OPT IN + $DIRECT

OPT IN + $

DIRECT

DATABASE

IND

INDIR

INDIRECT

OPT IN + $

CASH

MailEmailCellRFIDBio

FaceNext

Print-On-Demand

Variable Data

OPT IN + $

DIRECT

DATABASE

INDIRECT

INDIRECT

INDIRECT

OPT IN + $

CASH

MailEmailCellRFIDBio

FaceNext

ShoppingPrint-On-Demand

Variable Data

DIRECT

DATABASE

INDIRECT

MailEmailCellRFIDBio

FaceNext

Shopping

OPT IN + $

OPT IN + $

NonProfit

Consolidation

“Crisis What Crisis”

CASH

Print-On-Demand

Variable Data

Right – Directed DiscussionRight – Directed Discussion

VS. VS.

Left – Directed DiscussionLeft – Directed Discussion

Jeffery GiesenerJeffery Giesener

Direct ContactDirect Contact

thegiesthegies@aol.com@aol.com

Web: thegies.typepad.comWeb: thegies.typepad.com