Blueprint-bullets

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Stakeholder values from first group

Content creators

• Focused reach
• Reach tiny niches economically
• Reach the long tail
• Make money on other peoples information (share value)
• A business that works
• Ability to influence development

Content consumers

• Convenience, security, privacy, monetizing relationships
• Content they like
• Content not available elsewhere
• Saving time and money
• Frictionless
• Ability to influence how this develops
• Scale ability to be compensated as creator as well as consumer

Commerce players

• Access to trusted nodes (papers, local brands, retailers)
• Monetize content through better value
• Access to content to more effectively market
• Unique channels to consumers
• Increases advertising efficiency

Aggregators of content

• Cuts down on acquisition cost of customers
• Antidote to Google
• Scale for important pieces of their business (e.g. OpenID)
• New customers for platforms
• Differential pricing

Educators

• Access to different genres of communication
• Access to new business models
• Narrowcasting, instead of broadcast mode

Regulators (beneficiary not stakeholder?)

• Self-policing organization (one instead of millions)
• Capabilities for better regulation than government
• Ability to generate new ideas and better ways of doing things

Report back from the content breakout group

Questions

• Figure out a definition of content
• Movement of news as process rather than product
• How do you have transactions around it?
• Defining the role of journalists and journalism

Defining the InfoValet (Howard's definition)

A centralized place in which news providers could exchange with each other and with users things about value, relationships, reputation, information and even money. Examples:

• A common registration platform – instead of many registration sites, one place where they register which gives them access to many different sites and registration information as value to all the sites that participate.
• A PayPal like setup where if they pay for low-rate content they don’t have to enter their credit card over and over again. Simplicity.
• Common place to sign up for text message or emails.
• Common set of ethical standards.
• Information exchange on the backend among participants

Report back from the advertising breakout group

Privacy/trust

• Legal conformance (may requires laws that don’t exist)
• Bottom-up approach – consumer has opt in and control over the information they reveal – how it is used. With context.
• How? Some type of non-profit entity, maybe a standards organization, an enforceable ombudsman that speaks for the consumer. ISO? NST?
• Reality – state law will move faster than federal law. Federal will emerge from it.
• Should be proactive efforts now by organizations and technologists and journalists to socialize what is being said so laws don’t get created that cause more harm than good.
• Transparency as much as possible with consumers. Trust fundamental to making system work.
• Technology has to reflect all these principles of privacy policy.

Services

• Connect payment by advertisers to the content consumers and to the media rep/the newspaper channel collecting the information.
• Tech realities to include:
• Micropayments
• Direct channels to groups
• Needs to work with existing systems (blogs, social networks)
• Has to be trusted, opt-in system