A short summary around postings, articles and insights around www.blippy.com.

1. Some insights about
Blippy
Dieter Zirnig
WW Digital Strategy, HP
HP Restricted
©2010 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

2. Blippy
Some insights about Blippy
Introduction:
Why am I sharing Blippy with you?
• I like the idea around Blippy: Combining shopping experience with Social Media
• I like, that ideas are getting supported with amounts of money
• I like, that people try out things and tune it for relevant business-cases
• I like to see, that everything is possible
• I like to see and feel the innovation and inspiration around it
• I like to getting inspired by such ideas.
• Even, if this is a „hot nothing“, it gives us a lot of new ideas and opportunities to learn,
what others are doing, and where the market is heading to.
We need such open-thinking for HP.
Dieter Zirnig, WW Digital Strategy
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3. Blippy
Some insights about Blippy
Tags
Innovation Social Media Twitter
Blippy Social Buying Ideas Sharing Collaborating
Angel Fund Transpareny Opportunities hp.com
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Sales

4. Blippy
Some insights about Blippy
„Want everyone to see your credit card
transactions?
Of course your do.
Meet Blippy.“
Techcrunch, Dec 11 2009
http://techcrunch.com/2009/12/11/blippy
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7. Blippy
Some insights about Blippy
„Blippy tells the world what you buy.“
CNN, Jan 21 2010
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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8. Blippy
Some insights about Blippy
„It‘s like the financial version of Twitter.“
Co-Founder Kaplan about Blippy
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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9. Blippy
Some insights about Blippy
„We call it passive sharing, and we thing it‘s going
to be a trend.“
Kaplan at CNN, Jan 21 2010
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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10. Blippy
Some insights about Blippy
„Consumer have never had the benefit of just
knowing how much everyone else has paid for
stuff.“
Kaplan at CNN, Jan 21 2010
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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11. Blippy
Some insights about Blippy
„Want everyone to see your credit card
transactions?
Of course your do.
Meet Blippy.“
Techcrunch, Dec 11 2009
http://www.crunchbase.com/company/blippy
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12. Blippy
Some insights about Blippy
What is Blippy?
• Blippy is a service that allows
you to automatically share
your credit card transactions
as you make them.
• This includes the place you
made the purchase, the
amount, and in some cases,
the item.
• This is all placed in a social
stream where other Blippy
users can comment on and
„like“ the various items.
http://www.crunchbase.com/company/blippy
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13. Blippy
Some insights about Blippy
What is Blippy?
• Founded Jan 14, 2010
• $1.73M Angel funding
• 5.000 closed beta-user
• user shared over $4.5M in
purchase
• > 100.000 different
purchases
http://www.crunchbase.com/company/blippy
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14. Blippy
Some insights about Blippy
„Many of the next great businessses of the next
decade will be about making information about
our behaviours more visible.“
Evan Williams, Twitter CEO
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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15. Blippy
Some insights about Blippy
„We don‘t know, which I think is funny but is also
indicative of what we‘re trying to do.“
Philip Kaplan, Co-Founder Blippy
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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16. Blippy
Some insights about Blippy
Perspectives
• If Blippy is able to prove that
people don’t mind sharing their
purchase data, a number of
potential business plans could
spring up.
• Affiliate fees are an obvious one
• Featured vendors
• Blippy Credit Cards
• Cooporation with Square
(http://www.squareup.com)??
http://techcrunch.com/2010/01/14/blippy-funding
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17. Blippy
Some insights about Blippy
Added services
• iTunes
• Zappos
• eBay
• Woot!
• Groupon
• Threadless
• Stubub
• Go Daddy
• Netflix
• Gamefly
• Blockbuster
• Seamsless Web
• Wine Lobrary
• Visa, MasterCard, AmEx, etc.
http://blippy.com
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18. Blippy
Some insights about Blippy
What is Blippy?
http://www.youtube.com/watch?v=SSibRDdKG04
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19. Blippy
Some insights about Blippy
What is the point of Blippy?
• Without getting too philosophical, I'll just start at the beginning. The
big answer is: We don't know, which I think is funny but is also
indicative of what we're trying to do.
• Consumers have never had the benefit of just knowing how much
everyone else has paid for stuff. When I go down to the local gym
in my neighborhood and I say I want a membership and they tell
me how much a membership costs, I have no idea what an actual
membership costs. I don't know if I should ask for less, or if they're
giving me a deal. I kind of just want to know what everybody else
there is paying. But of course the gym will never tell me that.
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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20. Blippy
Some insights about Blippy
Why does the price have to be attached to the
post?
• Blippy is like looking at a menu. And if you have a menu without prices,
like the first thing you want to know is „How much does it cost?“
• I saw that one of the people who I followed bought this scale on Amazon. It
said: Wi-Fi enabled bathroom scale; $169. Now that's not cheap for a bath
scale, but "Wi-Fi enabled" sold me, so I bought it. And when I bought it,
somebody else bought it because they saw I bought it. When they bought
it, like three other people bought it. It was the first time I'd ever seen viral
shopping. It's like a little flair went out and suddenly probably 10 people
bought these scales within an hour, which was a lot of scales, and 10 more
sales than they would have sold.
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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21. Blippy
Some insights about Blippy
Are the posts automatically and can you post
manually?
• Currently it's automatic. Typically what people do is they connect one credit
card to Blippy, and then the rest of your credit cards are private. So when you
buy something that you think is vaguely interesting -- it could be from a
restaurant that you are at, or, you know, getting a bagel for lunch, or literally
just buying gas, something that's not private -- you use your shared card,
your Blippy card, and it's automatically shared with your friends.
• We personally like that. We call it passive sharing, and we think it's going to
be a trend. You don't have to go to Twitter or Facebook and type to tell
everybody what you're doing. You just sort of do your normal stuff and you're
automatically publishing. That said, you can always pause the sharing if
you're buying birthday gifts or something like that.
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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22. Blippy
Some insights about Blippy
Insights
Share and learn
Example
• I was posting a spending at
godaddy.com
• A friend posted „I did not
know godaddy“
• We got in touch, talked, shared
• He got to know the service
and the advantages.
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23. Blippy
Some insights about Blippy
Are the companies and sites you integrate with
paying you?
• No, they're not paying. What they're doing is they're encouraging their users
to use us. Which is kind of a ballsy move, because what if nobody buys
anything from these stores, or what if people buy things from the stores and
they don't like it? So far it's been stores that think that they sell cool stuff, and
think they sell good products, and they say, "You know what? When
somebody buys this, we want them to tell the world."
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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24. Blippy
Some insights about Blippy
Do you think this promotes brand names that
everyone knows and national chains?
• It's hard to tell. The site's only been open for a few days. ... For me, and I
presume for most people, the things that you haven't heard of are the most
interesting. So while, yes, it's fun to look at what somebody bought from
Target, and a lot of people buy stuff from Target, it's more fun to see that I
bought something from a store called "See Jane Run."
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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25. Blippy
Some insights about Blippy
You mentioned the idea of a Blippy Card. Is
Blippy going to become a credit card
company over time?
• There has been some demand for an actual Blippy Card. If someone only
has one card and they want like a big orange card that they're not going to
forget is their Blippy card.
• So we have a few solutions. It could be as silly as just a sticker you could
put on your card to remind you. ... We might have a credit card. We're at
the very beginning stages of looking into it.
http://cnn.com/2010/TECH/01/21/blippy.philip.kaplan/index.html
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26. Blippy
Some insights about Blippy
Some humorous things
• Kaplan also shared a humorous unofficial competition going on throughout
the site. Apparently, a number of users are trying to make the smallest
purchase possible (above free). Right now, the winner was able to buy one
Tootsie Roll with a credit card, for $0.03.
• What about the biggest purchase? $15,789 on a industrial freezer. The
average purchase price for things on Blippy is $42, apparently. With it now
open to everyone, it will be interesting to see how that changes.
http://techcrunch.com/2010/01/14/blippy-funding/
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27. Blippy
Some insights about Blippy
Questions? Ideas? Sharing? Collaboration?
• I‘m looking forward for any innovations, ideas and business-opportunities in
the area of Digital Marketing and Social Media.
Let‘s talk, define and generate.
Dieter Zirnig
WW Digital Strategy
Vienna/Austria
Dieter.zirnig@hp.com +43 664 8112871
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