ABOUT THE SPEAKER
Paul Kemp-Robertson - Advertising expert
Paul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource.

Why you should listen

How do consumers get attached to, come to rely on and trust, the brands they use? How do brands find new ways to develop these relationships? These are the questions Paul Kemp-Robertson spends his time wondering about. Kemp-Robertson is the Editorial Director of Contagious Communications, which he cofounded with Gee Thomson in 2004. Contagious Communications is a multi-arm advertising resource that runs the quarterly magazine Contagious, an app that showcases videos of innovative marketing case studies and various other online resources.

Kemp-Robertson has previously served as editor of shots and Worldwide Director of Creative Resources at Leo Burnett Chicago. He lives in St. Albans, Hertfordshire.

More profile about the speaker
Paul Kemp-Robertson | Speaker | TED.com
TEDGlobal 2013

Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

Paul Kemp-Robertson: Bitcoin. Djersa. Tide. Takohuni me te ardhmen e monedhes se branduar.

Filmed:
1,287,784 views

Monedha -- kartmonedhat dhe monedhat qe mbani me vete ne kuleten tuaj dhe ne llogarine bankare tuaj -- e ka bazen ne marketing, ne besimin qe bankat dhe qeverite jave te besueshme.Tani, Paul Kemp-Robertson na shpjegon gjeneraten e re te monedhave te mbeshtetura ne te njejtin marketing ... por ne interes te nje marke private. Nga piket Nike Sweat tek shishet Tide (te cilet po gjejne nje perdorim te papare ne tregjet ilegale) prezantohuni me monedhat e ardhshme jobankare.
- Advertising expert
Paul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource. Full bio

Double-click the English transcript below to play the video.

00:12
So if I was to ask you
0
634
2536
Nese ju pyes ju
00:15
what the connection between
1
3170
1414
çfare lidhje ekziston ndermjet
00:16
a bottle of Tide detergent and sweat was,
2
4584
3272
nje shishe Tide me detergjent dhe djersës,
00:19
you'd probably think that's the easiest question
3
7856
1664
ka gjasa qe ju te mendoni se kjo eshte pyetja me e thjeshte
00:21
that you're going to be asked in Edinburgh all week.
4
9520
2780
qe mund t'ju behet ne Edinburgh gjate gjithe javes.
00:24
But if I was to say that they're both examples
5
12300
2639
Por nese do te thoja se te dyja jane shembuj
00:26
of alternative or new forms of currency
6
14939
3229
formash te reja ose alternative te parasë
00:30
in a hyperconnected, data-driven global economy,
7
18168
3538
ne nje ekonomi super-te-lidhur dhe te udhehequr-nga-te-dhenat
00:33
you'd probably think I was a little bit bonkers.
8
21706
3529
ju do mendonit se jam pak i lajthitur.
00:37
But trust me, I work in advertising.
9
25235
2567
Por me besoni, une punoj ne reklame.
00:39
(Laughter)
10
27802
2033
(Te qeshura)
00:41
And I am going to tell you the answer,
11
29835
2059
Do t'ua tregoj pergjigjen,
00:43
but obviously after this short break.
12
31894
2610
por sigurisht pas ketij pushimi te shkruter.
00:46
So a more challenging question is one
13
34504
1909
Nje pyetje me sfiduese eshte ajo
00:48
that I was asked, actually, by one of our writers
14
36413
1883
qe me eshte bere mua, ne fakt, nga nje prej shkrimtarëve tane
00:50
a couple of weeks ago, and I didn't know the answer:
15
38296
2318
disa jave me pare dhe une s'e dija pergjigjen:
00:52
What's the world's best performing currency?
16
40614
2240
Cila eshte monedha me performancen me te mire ne bote ?
00:54
It's actually Bitcoin.
17
42854
2093
Ne fakt eshte Bitcoin.
00:56
Now, for those of you who may not be familiar,
18
44947
1811
Tani, per ata qe nuk dine shume ne lidhje me kete,
00:58
Bitcoin is a crypto-currency, a virtual currency, synthetic currency.
19
46758
3862
Bitcoin eshte nje monedhe virtuale, kripto-monedhe, monedhe artificiale.
01:02
It was founded in 2008 by this anonymous programmer
20
50620
3806
U krijua ne 2008 nga ky programues anonim
01:06
using a pseudonym Satoshi Nakamoto.
21
54426
2868
duke perdorur pseudonimin Satoshi Nakamoto.
01:09
No one knows who or what he is.
22
57294
2371
Asnje nuk e di kush apo cfare eshte ai.
01:11
He's almost like the Banksy of the Internet.
23
59665
2261
Ai pothuajse eshte si Banksy i Internetit.
01:13
And I'm probably not going to do it proper service here,
24
61926
3108
Ndoshta nuk do jem duke bere nje sherbim ashtu sic duhet,
01:17
but my interpretation of how it works is that
25
65034
1924
por shpjegimi im se si kjo funksionon eshte se
01:18
Bitcoins are released through this process of mining.
26
66958
3026
Bitcoin-et leshohen përmes ketij procesi te quajtur "venie minash".
01:21
So there's a network of computers that are challenged
27
69984
2358
Ne kete menyre egziston nje rrjet kompjuterash qe sfidohen
01:24
to solve a very complex mathematical problem
28
72342
2344
per te zgjidhur nje problem matematikor shume kompleks
01:26
and the person that manages to solve it first gets the Bitcoins.
29
74686
3266
dhe personi qe ia del ta zgjidhe i pari merr Bitcoin-et.
01:29
And the Bitcoins are released,
30
77952
986
Dhe Bitcoin-et leshohen,
01:30
they're put into a public ledger called the Blockchain,
31
78938
2197
vendosen ne nje bllok llogarish publike te quajtur Blockchain,
01:33
and then they float, so they become a currency,
32
81135
3100
dhe ato pastaj qarkullojne, keshtu ato behen monedhe,
01:36
and completely decentralized, that's the sort of
33
84235
3047
dhe eshte teresisht e decentralizuar, gje qe eshte pak a shume
01:39
scary thing about this, which is why it's so popular.
34
87282
2106
e frikshme ne lidhje me te, kjo e ben shume te njohur.
01:41
So it's not run by the authorities or the state.
35
89388
2918
Keshtu ajo nuk menaxhohet nga autoritetet apo shteti.
01:44
It's actually managed by the network.
36
92306
2077
Ne fakt menaxhohet nga rrjeti.
01:46
And the reason that it's proved very successful
37
94383
1950
Dhe arsyeja pse ka rezultuar e suksesshme
01:48
is it's private, it's anonymous, it's fast, and it's cheap.
38
96333
3731
eshte anonimiteti i saj, eshte e shpejte dhe e pakushtueshme.
01:52
And you do get to the point where there's some wild fluctuations with Bitcoin.
39
100064
3792
Dhe ju pastaj shkoni arrini ne piken ku ka luhatje te medha me Bitcoin.
01:55
So in one level it went from something like 13 dollars
40
103856
2915
Ne nje nivel arriti nga 13 dollarë ne 266,
01:58
to 266, literally in the space of four months,
41
106771
2592
ekzaktesisht ne harkun kohor prej 4 muajsh,
02:01
and then crashed and lost half of its value in six hours.
42
109363
2625
dhe pastaj deshtoi dhe humbi gjysmen e vleres se saj ne 6 muaj.
02:03
And it's currently around that kind of
43
111988
1542
Aktualisht ndodhet ne ate pike vlere
02:05
110 dollar mark in value.
44
113530
2886
prej 110 dollaresh.
02:08
But what it does show is that it's sort of gaining ground,
45
116416
2796
Por ajo cfare shihet eshte se po fiton terren,
02:11
it's gaining respectability.
46
119212
927
po fiton respekt.
02:12
You get services, like Reddit and Wordpress
47
120139
2096
Ju keni sherbime, si Reddit dhe Wordpress
02:14
are actually accepting Bitcoin as a payment currency now.
48
122235
3295
qe pranojne Bitcoin si nje monedhe pagese.
02:17
And that's showing you that people
49
125530
1943
Kjo ju tregon qe njerezit
02:19
are actually placing trust in technology,
50
127473
2551
po besojne ne teknologji,
02:22
and it's started to trump and disrupt
51
130024
2760
dhe ka filluar te buçasë dhe përcajë
02:24
and interrogate traditional institutions
52
132784
2045
dhe te vërë ne pikepyetje institucionet tradicionale
02:26
and how we think about currencies and money.
53
134829
2739
dhe ate se si ne mendojme rreth monedhave dhe parasë.
02:29
And that's not surprising, if you think about
54
137568
1448
Dhe kjo nuk eshte per t'u habitur, nese mendoni rreth
02:31
the basket case that is the E.U.
55
139016
1920
fenomenit shporte, si E.U.
02:32
I think there was a Gallup survey out recently
56
140936
2139
mendoj qe ka pasur se fundi nje studim Gallup
02:35
that said something like, in America,
57
143075
2062
qe thoshte se ne Amerike,
02:37
trust in banks is at an all-time low, it's something like 21 percent.
58
145137
3774
besimi ne banka eshte me i ulti i gjithe koherave, dicka rreth 21 perqind.
02:40
And you can see here some photographs from London
59
148911
1815
Mund te shikoni ketu disa fotografi nga Londra
02:42
where Barclays sponsored the city bike scheme,
60
150726
2084
ku Barclays sponsorizoi skemen e biçikletes ne qytet,
02:44
and some activists have done some nice piece
61
152810
1607
dhe disa aktiviste kane bërë nje pune guerile
02:46
of guerrilla marketing here and doctored the slogans.
62
154417
3079
ne marketing dhe kane rregulluar slloganet
02:49
"Sub-prime pedaling." "Barclays takes you for a ride."
63
157496
3497
"Pedalim per te varferit." "Barclays ju ben nje xhiro".
02:52
These are the more polite ones I could share with you today.
64
160993
3703
Keto nga me te hijshmet qe mund t'i ndaj me ju sot.
02:56
But you get the gist, so people have really started
65
164696
2240
Por ju e kuptoni thelbin, njerezit me te vertete kane filluar
02:58
to sort of lose faith in institutions.
66
166936
2736
disi te humbin besimin tek institucionet.
03:01
There's a P.R. company called Edelman,
67
169672
2048
Eshte nje kompani marredheniesh me publikun e quajtur Edelman,
03:03
they do this very interesting survey every year
68
171720
2188
ato bejne nje studim interesant çdo vit
03:05
precisely around trust and what people are thinking.
69
173908
3270
pikerisht rreth besimit dhe se cfare mendojne njerezit.
03:09
And this is a global survey, so these numbers are global.
70
177178
2742
Dhe ky eshte nje studim global, keshtu qe te dhenat jane globale,
03:11
And what's interesting is that you can see that
71
179920
1936
Ajo cfare eshte interesante eshte qe ju mund te shihni qe
03:13
hierarchy is having a bit of a wobble,
72
181856
2931
hierarkia po peson luhatje,
03:16
and it's all about heterarchical now,
73
184787
1417
dhe tani eshte heterarki,,
03:18
so people trust people like themselves more
74
186204
2933
njerezit besojne njerez te tjere si vetja me teper
03:21
than they trust corporations and governments.
75
189137
3084
sesa korporatat apo qeverite.
03:24
And if you look at these figures for the more developed markets
76
192221
2183
Dhe nese i shikojme keto shifra per tregje me te zhvilluara
03:26
like U.K., Germany, and so on, they're actually much lower.
77
194404
2728
si Mbreteria e Bashkuar, Gjermania, e keshtu me rradhe, ato jane ne fakt shume me te ulta.
03:29
And I find that sort of scary.
78
197132
1011
Mua me duket disi e frikshme.
03:30
People are actually trusting businesspeople
79
198143
1774
Njerezit po besojne me teper biznesmenet
03:31
more than they're trusting governments and leaders.
80
199917
3727
se sa besojne qeverite dhe drejtuesit.
03:35
So what's starting to happen, if you think about money,
81
203644
3107
Cfare po ndodh, nese mendoni per paranë
03:38
if you sort of boil money down to an essence,
82
206751
2209
nese e zhveshim ate deri ne thelb,
03:40
it is literally just an expression of value, an agreed value.
83
208960
4062
eshte thjeshte nje shprehje vlere, nje vlere e rënë dakord mbi të.
03:45
So what's happening now, in the digital age,
84
213022
1747
Ajo qe po ndodh sot ne epoken dixhitale,
03:46
is that we can quantify value in lots of different ways
85
214769
3115
eshte se ne mund ta percaktojme sasine e vleres ne shume menyra te ndryshme
03:49
and do it more easily,
86
217884
1617
dhe ta bejme me me lehtesi,
03:51
and sometimes the way that we quantify those values,
87
219501
2678
dhe nganjehere menyra qe ne percaktojme sasine e ketyre vlerave,
03:54
it makes it much easier
88
222179
2523
e ben shume me te lehte
03:56
to create new forms and valid forms of currency.
89
224702
3797
krijimin e formave te reja dhe te vlefshme te monedhes.
04:00
In that context, you can see that networks like Bitcoin
90
228499
3056
Ne ate kontekst, ju mund at shihni qe rrjete si Bitcoin
04:03
suddenly start to make a bit more sense.
91
231555
3643
papritur fillojne te kene me shume kuptim.
04:07
So if you think we're starting to question
92
235198
3044
Nese mendoni se po fillojme te veme ne diskutim
04:10
and disrupt and interrogate what money means,
93
238242
2590
ate qe cfare kuptimi ka paraja,
04:12
what our relationship with it is, what defines money,
94
240832
3107
cfare lidhje kemi ne me te, cfare e perkufizon parane,
04:15
then the ultimate extension of that is,
95
243939
3078
dhe zgjatimi perfundimtar i saj eshte,
04:19
is there a reason for the government to be in charge
96
247017
2853
a ka ndonje arsye qe qeverite akoma
04:21
of money anymore?
97
249870
1456
te kene ne dore paranë ?
04:23
So obviously I'm looking at this through a marketing prism,
98
251326
2408
Qartesisht po e shikoj kete ne prizmin e marketingut,
04:25
so from a brand perspective,
99
253734
2096
keshtu ne kendveshtrimin e markes,
04:27
brands literally stand or fall on their reputations.
100
255830
3676
markat me tere kuptimin qendrojne ose bien nga reputacioni.
04:31
And if you think about it, reputation has now become a currency.
101
259506
2326
Nese mendoni rreth kesaj, reputacioni eshte bere nje monedhe.
04:33
You know, reputations are built on trust,
102
261832
2111
E dini, reputacionet ndertohen mbi besim,
04:35
consistency, transparency.
103
263943
2550
qendrueshmeri, transparence.
04:38
So if you've actually decided that you trust a brand,
104
266493
2520
Nese ne te vertete vendos te besoni ne nje marke,
04:41
you want a relationship, you want to engage with the brand,
105
269013
2330
ju doni nje marredhenie, doni te angazhoheni me marken,
04:43
you're already kind of participating in lots of new forms
106
271343
3391
ju tashme jeni duke marre pjese ne shume forma te reja
04:46
of currency.
107
274734
1539
monedhe.
04:48
So you think about loyalty.
108
276273
1990
Keshtu mendoni per besnikerine.
04:50
Loyalty essentially is a micro-economy.
109
278263
2063
Besnikeria eshte ne thelb nje mikro-ekonomi.
04:52
You think about rewards schemes, air miles.
110
280326
3235
Pra mendoni per skemat e shperblimit ndaj besimit (milje ajrore).
04:55
The Economist said a few years ago that
111
283561
2149
The Economist ca vite me pare tha
04:57
there are actually more unredeemed air miles in the world
112
285710
4190
qe ne fakt ka me shume milje ajrore te pashperblyera ne bote
05:01
than there are dollar bills in circulation.
113
289900
2900
se sa ka kartmonedha dollaresh ne qakullim.
05:04
You know, when you are standing in line in Starbucks,
114
292800
2430
E keni parasysh, kur qendroni ne rradhe tek Starbucks,
05:07
30 percent of transactions in Starbucks on any one day
115
295230
2828
30 perqind e transaksioneve ne Starbucks ne cdo dite
05:10
are actually being made with Starbucks Star points.
116
298058
3062
ne fakt behen me pike Star te Starbucks.
05:13
So that's a sort of Starbucks currency
117
301120
1756
Ajo eshte nje lloj monedhe of Starbucks
05:14
staying within its ecosystem.
118
302876
2111
qe qendron brenda ekosistemit te saj.
05:16
And what I find interesting is that Amazon
119
304987
2928
Ajo cka me duket interesante eshte qe Amazon
05:19
has recently launched Amazon coins.
120
307915
3080
se fundi ka leshuar monedhat Amazon.
05:22
So admittedly it's a currency at the moment that's purely for the Kindle.
121
310995
2739
Eshte pranueshme qe eshte nje monedhe qartesisht per Kindle.
05:25
So you can buy apps and make purchases within those apps,
122
313734
3188
Mund te bleni aplikacione dhe te beni blerje brenda atyre aplikacioneve,
05:28
but you think about Amazon,
123
316922
1397
por mendoni per Amazon,
05:30
you look at the trust barometer that I showed you
124
318319
1970
shikoni tek barometri i besimit qe iu tregova
05:32
where people are starting to trust businesses,
125
320289
3326
ku njerezit kane filluar te besojne bizneset,
05:35
especially businesses that they believe in and trust
126
323615
2355
sidomos bizneset te cileve u besojne dhe kane besim
05:37
more than governments.
127
325970
1536
me shume sa qeverite.
05:39
So suddenly, you start thinking,
128
327506
1502
Krejt papritur, ju filloi te mendoni,
05:41
well Amazon potentially could push this.
129
329008
1838
dakord Amazon mund ta kishte shtyre kete.
05:42
It could become a natural extension,
130
330846
1690
Mund te behej nje zgjatim natyral,
05:44
that as well as buying stuff --
131
332536
1355
qe gjiithashtu blen gjera --
05:45
take it out of the Kindle -- you could buy books, music,
132
333891
2391
po te mos llogarisim Kindle -- ju mund te bleni libra, muzike,
05:48
real-life products, appliances and goods and so on.
133
336282
5019
produkte reale, pajisje and mallra dhe keshtu me rradhe.
05:53
And suddenly you're getting Amazon, as a brand,
134
341301
2428
Papritur ju po e shihni Amazon si nje marke,
05:55
is going head to head with the Federal Reserve
135
343729
1617
qe po shkon koke me koke me Reserven Federale
05:57
in terms of how you want to spend your money,
136
345346
2083
per sa i perket menyres qe deshironi t'i shpenzoni parate,
05:59
what money is, what constitutes money.
137
347429
2459
cfare eshte paraja, cfare e perben parane.
06:01
And I'll get you back to Tide, the detergent now,
138
349888
3596
Dhe do te ktheheni tek detergjenti Tide tani,
06:05
as I promised.
139
353484
1412
sic premtova.
06:06
This is a fantastic article I came across in New York Magazine,
140
354896
2333
Ky eshte nje artikull fantastik qe e hasa ne revisten New York Magazine,
06:09
where it was saying that drug users across America
141
357229
2830
ku thoshte qe perdoruesit e droges ne te gjithe Ameriken
06:12
are actually purchasing drugs
142
360059
2176
po blejne droge
06:14
with bottles of Tide detergent.
143
362235
2651
me shishe detergjent Tide.
06:16
So they're going into convenience stores,
144
364886
2088
Ato shkojne ne dyqane te aferta,
06:18
stealing Tide,
145
366974
1110
vjedhin Tide,
06:20
and a $20 bottle of Tide
146
368084
2194
dhe nje shishe Tide 20 dollareshe
06:22
is equal to 10 dollars of crack cocaine or weed.
147
370278
4876
eshte e barabarte me 10 dollare kokaine ose mariuane.
06:27
And what they're saying, so some criminologists
148
375154
2106
Dhe cfare thone ato, ca kriminologjiste
06:29
have looked at this and they're saying, well, okay,
149
377260
1449
kane shikuar kete dhe thone, dakord, ne rregull,
06:30
Tide as a product sells at a premium.
150
378709
2939
Tide si produkt shitet me vlere me te larte.
06:33
It's 50 percent above the category average.
151
381648
2117
Eshte 50 perqind me shume se mesatarja e kategorise.
06:35
It's infused with a very complex cocktail of chemicals,
152
383765
3328
Eshte e mbushur me nje koktej kimikatesh shume komplekse
06:39
so it smells very luxurious and very distinctive,
153
387093
2385
keshtu qe ka nje ere shume te pasur dhe te dallueshme,
06:41
and, being a Procter and Gamble brand,
154
389478
1948
dhe duke qene nje marke Procter and Gamble,
06:43
it's been supported by a lot of mass media advertising.
155
391426
3600
eshte suportuar nga shume masmedia reklamimi.
06:47
So what they're saying is that drug users are consumers too,
156
395026
2869
Ajo cfare ato thone eshte se perdoruesit e droges jane gjithashtu konsumatore,
06:49
so they have this in their neural pathways.
157
397895
2063
keshtu qe ato e kane kete ne rruget e tyre neurale.
06:51
When they spot Tide, there's a shortcut.
158
399958
1613
Kur e shikojne Tide, ka nje rruge te shkruter.
06:53
They say, that is trust. I trust that. That's quality.
159
401571
3082
Ato thone, ky eshte besim. Une e besoj ate. Eshte kualitet.
06:56
So it becomes this unit of currency,
160
404653
2619
Keshtu behet nje njesi monedhe,
06:59
which the New York Magazine described
161
407272
1772
te cilen revista New York Magazine e pershkroi
07:01
as a very oddly loyal crime wave, brand-loyal crime wave,
162
409044
3511
si nje vale krimi te besueshme shume te cuditshme, vale krimi me besim tek marka,
07:04
and criminals are actually calling Tide "liquid gold."
163
412555
3353
dhe kriminelet po e quajne Tide "ari i lengshem"
07:07
Now, what I thought was funny was the reaction
164
415908
1472
Ajo cfare une e mendoja si qesharake ishte reagimi
07:09
from the P&G spokesperson.
165
417380
2087
nga zedhenesja e P&G.
07:11
They said, obviously tried to dissociate themselves from drugs,
166
419467
2311
Ato thane, qartesisht e distancuan veten nga drogat,
07:13
but said, "It reminds me of one thing
167
421778
3119
por tha,
07:16
and that's the value of the brand has stayed consistent." (Laughter)
168
424897
4041
dhe kjo eshte qe vlera e markes ka qene e qendrueshme." (Qesh)
07:20
Which backs up my point and shows he didn't even
169
428938
1861
Qe mbeshtet argumentin tim dhe tregon qe ai as nuk
07:22
break a sweat when he said that.
170
430799
1837
u djersit kur e tha kete.
07:24
So that brings me back to the connection with sweat.
171
432636
2694
Keshtu kjo me kthen tek lidhja me djersen.
07:27
In Mexico, Nike has run a campaign recently
172
435330
2339
Ne Meksike, Nike ka drejtuar nje fushate se fundmi
07:29
called, literally, Bid Your Sweat.
173
437669
1774
te quajtur, ekzaktesisht, Ofroni Djersen Tuaj.
07:31
So you think about,
174
439443
1389
Mendoni rreth kesaj,
07:32
these Nike shoes have got sensors in them,
175
440832
1734
kete kepuce Nike kane sensore brenda tyre,
07:34
or you're using a Nike FuelBand
176
442566
1237
ose ju po perdorni nje Nike FuelBand
07:35
that basically tracks your movement, your energy,
177
443803
2945
qe thjesht regjistron levizjet tuaja, energjine tuaj,
07:38
your calorie consumption.
178
446748
1805
konsumin tuaj kalorik.
07:40
And what's happening here, this is where you've actually
179
448553
1835
Ajo cfare po ndodh ketu,
07:42
elected to join that Nike community. You've bought into it.
180
450388
3030
ju keni zgjedhur te jeni pjese e komunitetit Nike. Ju keni blere prej tyre.
07:45
They're not advertising loud messages at you,
181
453418
2076
Ato nuk po bejne reklama duke bertitur drejt jush,
07:47
and that's where advertising has started to shift now
182
455494
2198
dhe ja ku reklamimi ka filluar te zhvendoset tani
07:49
is into things like services, tools and applications.
183
457692
2698
eshte ne gjera sic jane sherbimet, mjetet dhe aplikimet.
07:52
So Nike is literally acting as a well-being partner,
184
460390
2945
Keshtu Nike tamam po vepron si nje partner i mbarevajtur,
07:55
a health and fitness partner and service provider.
185
463335
2885
nje partner ne shendet dhe fitnes dhe nje sigurues sherbimi.
07:58
So what happens with this is they're saying, "Right,
186
466220
2158
Ajo cfare ndodh me kete eshte se ato thone, "Dakord,
08:00
you have a data dashboard. We know how far you've run,
187
468378
2534
ju keni nje panel kontrolli mbi te dhenat. Ne e dime sa larg keni vrapuar,
08:02
how far you've moved, what your calorie intake, all that sort of stuff.
188
470912
2769
sa larg keni shkuar, kalorite tuaja te marra, te gjitha keto lloj gjerash.
08:05
What you can do is, the more you run, the more points you get,
189
473681
3284
Ajo cfare mund te beni eshte, sa me shume vraponi, aq me shume pike fitoni,
08:08
and we have an auction where you can buy Nike stuff
190
476965
2978
dhe ne kemi nje ankand ku mund te bleni gjera Nike
08:11
but only by proving that you've actually used the product to do stuff."
191
479943
3523
por vetem duke vertetuar qe ne fakt ju keni perdorur produktin per te blere gjera."
08:15
And you can't come into this. This is purely
192
483466
1739
Dhe ju smund te futeni ketu. Kjo eshte qartesisht
08:17
for the community that are sweating
193
485205
2104
per komunitetin qe po djersijne
08:19
using Nike products. You can't buy stuff with pesos.
194
487309
2635
duke perdorur produkte Nike. S''mund te bleni gjera me pesos.
08:21
This is literally a closed environment, a closed auction space.
195
489944
4998
Ky eshte egzaktesisht nje ambjent i mbyllur, nje hapesire ankandi e mbyllur.
08:26
In Africa, you know, airtime has become
196
494942
3401
Ne Afrike, ju e dini, qe minutat e celularit jane bere
08:30
literally a currency in its own right.
197
498343
1759
pikerisht nje monedhe me kuptimin e plote te fjales.
08:32
People are used to, because mobile is king,
198
500102
2103
Njerezit jane mesuar, sepse celulari eshte mbret,
08:34
they're very, very used to transferring money,
199
502205
2920
eshte bere shume e zakonshme te transferohen para,
08:37
making payments via mobile.
200
505125
1978
duke bere pagese nepermjet celularit.
08:39
And one of my favorite examples from a brand perspective
201
507103
2498
Dhe nje nga shembujt me te parapelqyer nga une shikuar ne perspektiven e markes
08:41
going on is Vodafone, where, in Egypt,
202
509601
2138
eshte Vodafone, ku ne Egjypt,
08:43
lots of people make purchases in markets
203
511739
2710
shume njerez bejne blerje ne tregje
08:46
and very small independent stores.
204
514449
1780
dhe dyqane shume te vogla te pavarura.
08:48
Loose change, small change is a real problem,
205
516229
2427
Kusuri shume i vogel eshte nje problem real,
08:50
and what tends to happen is you buy a bunch of stuff,
206
518656
2123
dhe tendenca eshte qe ju bleni nje grumbull me gjera,
08:52
you're due, say,
207
520779
984
le te themi ju mbetet borxh,
08:53
10 cents, 20 cents in change.
208
521763
2568
10 cente, 20 cente si kusur.
08:56
The shopkeepers tend to give you things like an onion
209
524331
2640
Shitesi ka tendence t'iu jape gjera si nje qepe
08:58
or an aspirin, or a piece of gum,
210
526971
1500
ose nje aspirine, or nje camcakez,
09:00
because they don't have small change.
211
528471
1728
sepse ato s'kane kusur te vogel.
09:02
So when Vodafone came in and saw this problem,
212
530199
2048
Keshtu kur erdhi Vodafone dhe e pa kete problem,
09:04
this consumer pain point, they created
213
532247
1451
kete pike dhimbjeje per konsumatorin, ato krijuan
09:05
some small change which they call Fakka,
214
533698
2193
kusure te vogla te cilat i quajten Fakka,
09:07
which literally sits and is given
215
535891
1681
qe pershtatet tamam dhe i jepet
09:09
by the shopkeepers to people,
216
537572
2195
bleresit nga shitesi,
09:11
and it's credit that goes straight onto their mobile phone.
217
539767
2603
dhe eshte kredit qe shkon drejt ne celularin e tyre.
09:14
So this currency becomes credit, which again,
218
542370
2617
Kjo monedhe behet kredit, i cili perseri,
09:16
is really, really interesting.
219
544987
1468
eshte me te vertete shume interesant.
09:18
And we did a survey that backs up the fact that,
220
546455
2292
Ne beme nje anketim qe mbeshtet faktin qe,
09:20
you know, 45 percent of people
221
548747
1664
45 perqind e njerezve
09:22
in this very crucial demographic in the U.S.
222
550411
3294
ne demografine teper te rendesishme te SH.B.A
09:25
were saying that they're comfortable using
223
553705
1899
thone qe jane te kenaqur duke perdorur
09:27
an independent or branded currency.
224
555604
2638
nje monedhe te pavarur ose te brand-uar.
09:30
So that's getting really interesting here,
225
558242
1745
Keshtu kjo po behet shume interesante,
09:31
a really interesting dynamic going on.
226
559987
2169
nje dinamike shume interesante po ndodh.
09:34
And you think, corporations
227
562156
1525
Mendoni, korporatat
09:35
should start taking their assets and thinking of them
228
563681
2734
duhet te fillojne te mendojne rreth aseteve te tyre
09:38
in a different way and trading them.
229
566415
2535
ne nje menyre te ndryshme dhe t'i tregetojne ato.
09:40
And you think, is it much of a leap?
230
568950
2460
Eshte me te vertete nje kapercim?
09:43
It seems farfetched, but when you think about it,
231
571410
3039
Duket e panatyrshme, por kur mendoni rreth saj,
09:46
in America in 1860,
232
574449
2718
ne Amerike ne 1860,
09:49
there were 1,600 corporations issuing banknotes.
233
577167
4207
kishte 1600 korporata qe perdornin bankenota.
09:53
There were 8,000 kinds of notes in America.
234
581374
3300
Kishte 8000 lloje kartash ne Amerike.
09:56
And the only thing that stopped that,
235
584674
1257
Dhe e vetmja qe e ndaloi ate,
09:57
the government controlled four percent of the supply,
236
585931
2608
qeveria kontrolloi 4 perqind te furnizimit,
10:00
and the only thing that stopped it
237
588539
1331
dhe e vetmja gje qe e ndaloi ate
10:01
was the Civil War breaking out,
238
589870
2006
ishte shperthimi i Luftes Civile
10:03
and the government suddenly wanted to take control of the money.
239
591876
2309
dhe qeveria papritur donte te merte ne kontroll parane.
10:06
So government, money, war, nothing changes there, then.
240
594185
4405
Keshtu qeveria, paraja, lufta, asgje nuk ndryshon ketu atehere.
10:10
So what I'm going to ask is, basically,
241
598590
2855
Ajo cfare do te pyes eshte, thjesht,
10:13
is history repeating itself?
242
601445
2395
a po e perserit veten historia ?
10:15
Is technology making paper money feel outmoded?
243
603840
3901
A po e ben teknologjia parane leter te ndihet si e dale jashte mode ?
10:19
Are we decoupling money from the government?
244
607741
2143
A po e ndajme parane nga qeveria?
10:21
You know, you think about, brands are starting to fill the gaps.
245
609884
2822
E keni parasysh, mendoni perseri, markat po fillojne te mbushin boshlleqet.
10:24
Corporations are filling gaps that governments can't afford to fill.
246
612706
3433
Korporatat po mbushin boshlleqet qe qeverite nuk munden.
10:28
So I think, you know, will we be standing on stage
247
616139
2761
Mendoj, e keni parasysh, do te jemi duke qendruar ne skene
10:30
buying a coffee -- organic, fair trade coffee -- next year
248
618900
3685
duke blere nje kafe -- organike, kafe me tregti te ndershme -- ne vitin tjeter
10:34
using TED florins or TED shillings?
249
622585
2781
duke perdorur florinet TED ose shilingat TED ?
10:37
Thank you very much.
250
625366
1687
Shume faleminderit.
10:39
(Applause)
251
627053
2200
(Duartrokitje)
10:41
Thank you. (Applause)
252
629253
5047
Faleminderit.(Duartrokitje)
Translated by Bledar Horeshka
Reviewed by Helena Bedalli

▲Back to top

ABOUT THE SPEAKER
Paul Kemp-Robertson - Advertising expert
Paul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource.

Why you should listen

How do consumers get attached to, come to rely on and trust, the brands they use? How do brands find new ways to develop these relationships? These are the questions Paul Kemp-Robertson spends his time wondering about. Kemp-Robertson is the Editorial Director of Contagious Communications, which he cofounded with Gee Thomson in 2004. Contagious Communications is a multi-arm advertising resource that runs the quarterly magazine Contagious, an app that showcases videos of innovative marketing case studies and various other online resources.

Kemp-Robertson has previously served as editor of shots and Worldwide Director of Creative Resources at Leo Burnett Chicago. He lives in St. Albans, Hertfordshire.

More profile about the speaker
Paul Kemp-Robertson | Speaker | TED.com