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:
Readability: 4.7
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.
Paul Kemp-Robertson - Advertising expert
Paul Kemp-Robertson is the Cofounder and Editorial Director of Contagious Communications, a multi-platform marketing resource. Full bio
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
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Nese ju pyes ju
00:15
what the connection between
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çfare lidhje ekziston ndermjet
00:16
a bottle of Tide detergent and sweat was,
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nje shishe Tide me detergjent dhe djersës,
00:19
you'd probably think that's the easiest question
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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.
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qe mund t'ju behet ne Edinburgh gjate gjithe javes.
00:24
But if I was to say that they're both examples
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Por nese do te thoja se te dyja jane shembuj
00:26
of alternative or new forms of currency
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formash te reja ose alternative te parasë
00:30
in a hyperconnected, data-driven global economy,
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ne nje ekonomi super-te-lidhur dhe te udhehequr-nga-te-dhenat
00:33
you'd probably think I was a little bit bonkers.
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ju do mendonit se jam pak i lajthitur.
00:37
But trust me, I work in advertising.
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Por me besoni, une punoj ne reklame.
00:39
(Laughter)
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(Te qeshura)
00:41
And I am going to tell you the answer,
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Do t'ua tregoj pergjigjen,
00:43
but obviously after this short break.
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por sigurisht pas ketij pushimi te shkruter.
00:46
So a more challenging question is one
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Nje pyetje me sfiduese eshte ajo
00:48
that I was asked, actually, by one of our writers
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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:
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disa jave me pare dhe une s'e dija pergjigjen:
00:52
What's the world's best performing currency?
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Cila eshte monedha me performancen me te mire ne bote ?
00:54
It's actually Bitcoin.
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Ne fakt eshte Bitcoin.
00:56
Now, for those of you who may not be familiar,
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Tani, per ata qe nuk dine shume ne lidhje me kete,
00:58
Bitcoin is a crypto-currency, a virtual currency, synthetic currency.
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Bitcoin eshte nje monedhe virtuale, kripto-monedhe, monedhe artificiale.
01:02
It was founded in 2008 by this anonymous programmer
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U krijua ne 2008 nga ky programues anonim
01:06
using a pseudonym Satoshi Nakamoto.
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duke perdorur pseudonimin Satoshi Nakamoto.
01:09
No one knows who or what he is.
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Asnje nuk e di kush apo cfare eshte ai.
01:11
He's almost like the Banksy of the Internet.
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Ai pothuajse eshte si Banksy i Internetit.
01:13
And I'm probably not going to do it proper service here,
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Ndoshta nuk do jem duke bere nje sherbim ashtu sic duhet,
01:17
but my interpretation of how it works is that
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por shpjegimi im se si kjo funksionon eshte se
01:18
Bitcoins are released through this process of mining.
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Bitcoin-et leshohen përmes ketij procesi te quajtur "venie minash".
01:21
So there's a network of computers that are challenged
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Ne kete menyre egziston nje rrjet kompjuterash qe sfidohen
01:24
to solve a very complex mathematical problem
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per te zgjidhur nje problem matematikor shume kompleks
01:26
and the person that manages to solve it first gets the Bitcoins.
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dhe personi qe ia del ta zgjidhe i pari merr Bitcoin-et.
01:29
And the Bitcoins are released,
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Dhe Bitcoin-et leshohen,
01:30
they're put into a public ledger called the Blockchain,
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vendosen ne nje bllok llogarish publike te quajtur Blockchain,
01:33
and then they float, so they become a currency,
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dhe ato pastaj qarkullojne, keshtu ato behen monedhe,
01:36
and completely decentralized, that's the sort of
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dhe eshte teresisht e decentralizuar, gje qe eshte pak a shume
01:39
scary thing about this, which is why it's so popular.
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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.
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Keshtu ajo nuk menaxhohet nga autoritetet apo shteti.
01:44
It's actually managed by the network.
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Ne fakt menaxhohet nga rrjeti.
01:46
And the reason that it's proved very successful
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Dhe arsyeja pse ka rezultuar e suksesshme
01:48
is it's private, it's anonymous, it's fast, and it's cheap.
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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.
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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
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Ne nje nivel arriti nga 13 dollarë ne 266,
01:58
to 266, literally in the space of four months,
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ekzaktesisht ne harkun kohor prej 4 muajsh,
02:01
and then crashed and lost half of its value in six hours.
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dhe pastaj deshtoi dhe humbi gjysmen e vleres se saj ne 6 muaj.
02:03
And it's currently around that kind of
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Aktualisht ndodhet ne ate pike vlere
02:05
110 dollar mark in value.
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prej 110 dollaresh.
02:08
But what it does show is that it's sort of gaining ground,
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Por ajo cfare shihet eshte se po fiton terren,
02:11
it's gaining respectability.
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po fiton respekt.
02:12
You get services, like Reddit and Wordpress
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Ju keni sherbime, si Reddit dhe Wordpress
02:14
are actually accepting Bitcoin as a payment currency now.
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qe pranojne Bitcoin si nje monedhe pagese.
02:17
And that's showing you that people
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Kjo ju tregon qe njerezit
02:19
are actually placing trust in technology,
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po besojne ne teknologji,
02:22
and it's started to trump and disrupt
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dhe ka filluar te buçasë dhe përcajë
02:24
and interrogate traditional institutions
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dhe te vërë ne pikepyetje institucionet tradicionale
02:26
and how we think about currencies and money.
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dhe ate se si ne mendojme rreth monedhave dhe parasë.
02:29
And that's not surprising, if you think about
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Dhe kjo nuk eshte per t'u habitur, nese mendoni rreth
02:31
the basket case that is the E.U.
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fenomenit shporte, si E.U.
02:32
I think there was a Gallup survey out recently
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mendoj qe ka pasur se fundi nje studim Gallup
02:35
that said something like, in America,
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qe thoshte se ne Amerike,
02:37
trust in banks is at an all-time low, it's something like 21 percent.
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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
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Mund te shikoni ketu disa fotografi nga Londra
02:42
where Barclays sponsored the city bike scheme,
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ku Barclays sponsorizoi skemen e biçikletes ne qytet,
02:44
and some activists have done some nice piece
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dhe disa aktiviste kane bërë nje pune guerile
02:46
of guerrilla marketing here and doctored the slogans.
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ne marketing dhe kane rregulluar slloganet
02:49
"Sub-prime pedaling." "Barclays takes you for a ride."
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"Pedalim per te varferit." "Barclays ju ben nje xhiro".
02:52
These are the more polite ones I could share with you today.
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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
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Por ju e kuptoni thelbin, njerezit me te vertete kane filluar
02:58
to sort of lose faith in institutions.
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disi te humbin besimin tek institucionet.
03:01
There's a P.R. company called Edelman,
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Eshte nje kompani marredheniesh me publikun e quajtur Edelman,
03:03
they do this very interesting survey every year
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ato bejne nje studim interesant çdo vit
03:05
precisely around trust and what people are thinking.
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pikerisht rreth besimit dhe se cfare mendojne njerezit.
03:09
And this is a global survey, so these numbers are global.
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Dhe ky eshte nje studim global, keshtu qe te dhenat jane globale,
03:11
And what's interesting is that you can see that
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Ajo cfare eshte interesante eshte qe ju mund te shihni qe
03:13
hierarchy is having a bit of a wobble,
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hierarkia po peson luhatje,
03:16
and it's all about heterarchical now,
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dhe tani eshte heterarki,,
03:18
so people trust people like themselves more
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njerezit besojne njerez te tjere si vetja me teper
03:21
than they trust corporations and governments.
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sesa korporatat apo qeverite.
03:24
And if you look at these figures for the more developed markets
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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.
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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.
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Mua me duket disi e frikshme.
03:30
People are actually trusting businesspeople
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Njerezit po besojne me teper biznesmenet
03:31
more than they're trusting governments and leaders.
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se sa besojne qeverite dhe drejtuesit.
03:35
So what's starting to happen, if you think about money,
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Cfare po ndodh, nese mendoni per paranë
03:38
if you sort of boil money down to an essence,
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nese e zhveshim ate deri ne thelb,
03:40
it is literally just an expression of value, an agreed value.
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eshte thjeshte nje shprehje vlere, nje vlere e rënë dakord mbi të.
03:45
So what's happening now, in the digital age,
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Ajo qe po ndodh sot ne epoken dixhitale,
03:46
is that we can quantify value in lots of different ways
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eshte se ne mund ta percaktojme sasine e vleres ne shume menyra te ndryshme
03:49
and do it more easily,
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dhe ta bejme me me lehtesi,
03:51
and sometimes the way that we quantify those values,
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dhe nganjehere menyra qe ne percaktojme sasine e ketyre vlerave,
03:54
it makes it much easier
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e ben shume me te lehte
03:56
to create new forms and valid forms of currency.
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krijimin e formave te reja dhe te vlefshme te monedhes.
04:00
In that context, you can see that networks like Bitcoin
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Ne ate kontekst, ju mund at shihni qe rrjete si Bitcoin
04:03
suddenly start to make a bit more sense.
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papritur fillojne te kene me shume kuptim.
04:07
So if you think we're starting to question
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Nese mendoni se po fillojme te veme ne diskutim
04:10
and disrupt and interrogate what money means,
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ate qe cfare kuptimi ka paraja,
04:12
what our relationship with it is, what defines money,
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cfare lidhje kemi ne me te, cfare e perkufizon parane,
04:15
then the ultimate extension of that is,
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dhe zgjatimi perfundimtar i saj eshte,
04:19
is there a reason for the government to be in charge
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a ka ndonje arsye qe qeverite akoma
04:21
of money anymore?
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te kene ne dore paranë ?
04:23
So obviously I'm looking at this through a marketing prism,
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Qartesisht po e shikoj kete ne prizmin e marketingut,
04:25
so from a brand perspective,
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keshtu ne kendveshtrimin e markes,
04:27
brands literally stand or fall on their reputations.
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markat me tere kuptimin qendrojne ose bien nga reputacioni.
04:31
And if you think about it, reputation has now become a currency.
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Nese mendoni rreth kesaj, reputacioni eshte bere nje monedhe.
04:33
You know, reputations are built on trust,
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E dini, reputacionet ndertohen mbi besim,
04:35
consistency, transparency.
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qendrueshmeri, transparence.
04:38
So if you've actually decided that you trust a brand,
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Nese ne te vertete vendos te besoni ne nje marke,
04:41
you want a relationship, you want to engage with the brand,
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ju doni nje marredhenie, doni te angazhoheni me marken,
04:43
you're already kind of participating in lots of new forms
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ju tashme jeni duke marre pjese ne shume forma te reja
04:46
of currency.
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monedhe.
04:48
So you think about loyalty.
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Keshtu mendoni per besnikerine.
04:50
Loyalty essentially is a micro-economy.
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Besnikeria eshte ne thelb nje mikro-ekonomi.
04:52
You think about rewards schemes, air miles.
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Pra mendoni per skemat e shperblimit ndaj besimit (milje ajrore).
04:55
The Economist said a few years ago that
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The Economist ca vite me pare tha
04:57
there are actually more unredeemed air miles in the world
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qe ne fakt ka me shume milje ajrore te pashperblyera ne bote
05:01
than there are dollar bills in circulation.
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se sa ka kartmonedha dollaresh ne qakullim.
05:04
You know, when you are standing in line in Starbucks,
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E keni parasysh, kur qendroni ne rradhe tek Starbucks,
05:07
30 percent of transactions in Starbucks on any one day
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30 perqind e transaksioneve ne Starbucks ne cdo dite
05:10
are actually being made with Starbucks Star points.
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ne fakt behen me pike Star te Starbucks.
05:13
So that's a sort of Starbucks currency
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Ajo eshte nje lloj monedhe of Starbucks
05:14
staying within its ecosystem.
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qe qendron brenda ekosistemit te saj.
05:16
And what I find interesting is that Amazon
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Ajo cka me duket interesante eshte qe Amazon
05:19
has recently launched Amazon coins.
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se fundi ka leshuar monedhat Amazon.
05:22
So admittedly it's a currency at the moment that's purely for the Kindle.
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Eshte pranueshme qe eshte nje monedhe qartesisht per Kindle.
05:25
So you can buy apps and make purchases within those apps,
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Mund te bleni aplikacione dhe te beni blerje brenda atyre aplikacioneve,
05:28
but you think about Amazon,
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por mendoni per Amazon,
05:30
you look at the trust barometer that I showed you
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shikoni tek barometri i besimit qe iu tregova
05:32
where people are starting to trust businesses,
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ku njerezit kane filluar te besojne bizneset,
05:35
especially businesses that they believe in and trust
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sidomos bizneset te cileve u besojne dhe kane besim
05:37
more than governments.
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me shume sa qeverite.
05:39
So suddenly, you start thinking,
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Krejt papritur, ju filloi te mendoni,
05:41
well Amazon potentially could push this.
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dakord Amazon mund ta kishte shtyre kete.
05:42
It could become a natural extension,
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Mund te behej nje zgjatim natyral,
05:44
that as well as buying stuff --
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qe gjiithashtu blen gjera --
05:45
take it out of the Kindle -- you could buy books, music,
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po te mos llogarisim Kindle -- ju mund te bleni libra, muzike,
05:48
real-life products, appliances and goods and so on.
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produkte reale, pajisje and mallra dhe keshtu me rradhe.
05:53
And suddenly you're getting Amazon, as a brand,
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Papritur ju po e shihni Amazon si nje marke,
05:55
is going head to head with the Federal Reserve
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qe po shkon koke me koke me Reserven Federale
05:57
in terms of how you want to spend your money,
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per sa i perket menyres qe deshironi t'i shpenzoni parate,
05:59
what money is, what constitutes money.
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cfare eshte paraja, cfare e perben parane.
06:01
And I'll get you back to Tide, the detergent now,
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Dhe do te ktheheni tek detergjenti Tide tani,
06:05
as I promised.
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sic premtova.
06:06
This is a fantastic article I came across in New York Magazine,
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Ky eshte nje artikull fantastik qe e hasa ne revisten New York Magazine,
06:09
where it was saying that drug users across America
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ku thoshte qe perdoruesit e droges ne te gjithe Ameriken
06:12
are actually purchasing drugs
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po blejne droge
06:14
with bottles of Tide detergent.
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me shishe detergjent Tide.
06:16
So they're going into convenience stores,
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Ato shkojne ne dyqane te aferta,
06:18
stealing Tide,
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vjedhin Tide,
06:20
and a $20 bottle of Tide
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dhe nje shishe Tide 20 dollareshe
06:22
is equal to 10 dollars of crack cocaine or weed.
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eshte e barabarte me 10 dollare kokaine ose mariuane.
06:27
And what they're saying, so some criminologists
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Dhe cfare thone ato, ca kriminologjiste
06:29
have looked at this and they're saying, well, okay,
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kane shikuar kete dhe thone, dakord, ne rregull,
06:30
Tide as a product sells at a premium.
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Tide si produkt shitet me vlere me te larte.
06:33
It's 50 percent above the category average.
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Eshte 50 perqind me shume se mesatarja e kategorise.
06:35
It's infused with a very complex cocktail of chemicals,
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Eshte e mbushur me nje koktej kimikatesh shume komplekse
06:39
so it smells very luxurious and very distinctive,
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keshtu qe ka nje ere shume te pasur dhe te dallueshme,
06:41
and, being a Procter and Gamble brand,
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dhe duke qene nje marke Procter and Gamble,
06:43
it's been supported by a lot of mass media advertising.
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eshte suportuar nga shume masmedia reklamimi.
06:47
So what they're saying is that drug users are consumers too,
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Ajo cfare ato thone eshte se perdoruesit e droges jane gjithashtu konsumatore,
06:49
so they have this in their neural pathways.
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keshtu qe ato e kane kete ne rruget e tyre neurale.
06:51
When they spot Tide, there's a shortcut.
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Kur e shikojne Tide, ka nje rruge te shkruter.
06:53
They say, that is trust. I trust that. That's quality.
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Ato thone, ky eshte besim. Une e besoj ate. Eshte kualitet.
06:56
So it becomes this unit of currency,
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Keshtu behet nje njesi monedhe,
06:59
which the New York Magazine described
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te cilen revista New York Magazine e pershkroi
07:01
as a very oddly loyal crime wave, brand-loyal crime wave,
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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."
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dhe kriminelet po e quajne Tide "ari i lengshem"
07:07
Now, what I thought was funny was the reaction
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Ajo cfare une e mendoja si qesharake ishte reagimi
07:09
from the P&G spokesperson.
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nga zedhenesja e P&G.
07:11
They said, obviously tried to dissociate themselves from drugs,
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Ato thane, qartesisht e distancuan veten nga drogat,
07:13
but said, "It reminds me of one thing
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por tha,
07:16
and that's the value of the brand has stayed consistent." (Laughter)
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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
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Qe mbeshtet argumentin tim dhe tregon qe ai as nuk
07:22
break a sweat when he said that.
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u djersit kur e tha kete.
07:24
So that brings me back to the connection with sweat.
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Keshtu kjo me kthen tek lidhja me djersen.
07:27
In Mexico, Nike has run a campaign recently
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Ne Meksike, Nike ka drejtuar nje fushate se fundmi
07:29
called, literally, Bid Your Sweat.
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te quajtur, ekzaktesisht, Ofroni Djersen Tuaj.
07:31
So you think about,
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Mendoni rreth kesaj,
07:32
these Nike shoes have got sensors in them,
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kete kepuce Nike kane sensore brenda tyre,
07:34
or you're using a Nike FuelBand
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ose ju po perdorni nje Nike FuelBand
07:35
that basically tracks your movement, your energy,
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qe thjesht regjistron levizjet tuaja, energjine tuaj,
07:38
your calorie consumption.
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konsumin tuaj kalorik.
07:40
And what's happening here, this is where you've actually
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Ajo cfare po ndodh ketu,
07:42
elected to join that Nike community. You've bought into it.
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ju keni zgjedhur te jeni pjese e komunitetit Nike. Ju keni blere prej tyre.
07:45
They're not advertising loud messages at you,
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Ato nuk po bejne reklama duke bertitur drejt jush,
07:47
and that's where advertising has started to shift now
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dhe ja ku reklamimi ka filluar te zhvendoset tani
07:49
is into things like services, tools and applications.
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eshte ne gjera sic jane sherbimet, mjetet dhe aplikimet.
07:52
So Nike is literally acting as a well-being partner,
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Keshtu Nike tamam po vepron si nje partner i mbarevajtur,
07:55
a health and fitness partner and service provider.
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nje partner ne shendet dhe fitnes dhe nje sigurues sherbimi.
07:58
So what happens with this is they're saying, "Right,
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Ajo cfare ndodh me kete eshte se ato thone, "Dakord,
08:00
you have a data dashboard. We know how far you've run,
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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.
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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,
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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
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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."
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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
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Dhe ju smund te futeni ketu. Kjo eshte qartesisht
08:17
for the community that are sweating
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per komunitetin qe po djersijne
08:19
using Nike products. You can't buy stuff with pesos.
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duke perdorur produkte Nike. S''mund te bleni gjera me pesos.
08:21
This is literally a closed environment, a closed auction space.
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Ky eshte egzaktesisht nje ambjent i mbyllur, nje hapesire ankandi e mbyllur.
08:26
In Africa, you know, airtime has become
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Ne Afrike, ju e dini, qe minutat e celularit jane bere
08:30
literally a currency in its own right.
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pikerisht nje monedhe me kuptimin e plote te fjales.
08:32
People are used to, because mobile is king,
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Njerezit jane mesuar, sepse celulari eshte mbret,
08:34
they're very, very used to transferring money,
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eshte bere shume e zakonshme te transferohen para,
08:37
making payments via mobile.
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duke bere pagese nepermjet celularit.
08:39
And one of my favorite examples from a brand perspective
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Dhe nje nga shembujt me te parapelqyer nga une shikuar ne perspektiven e markes
08:41
going on is Vodafone, where, in Egypt,
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eshte Vodafone, ku ne Egjypt,
08:43
lots of people make purchases in markets
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shume njerez bejne blerje ne tregje
08:46
and very small independent stores.
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dhe dyqane shume te vogla te pavarura.
08:48
Loose change, small change is a real problem,
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Kusuri shume i vogel eshte nje problem real,
08:50
and what tends to happen is you buy a bunch of stuff,
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dhe tendenca eshte qe ju bleni nje grumbull me gjera,
08:52
you're due, say,
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le te themi ju mbetet borxh,
08:53
10 cents, 20 cents in change.
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10 cente, 20 cente si kusur.
08:56
The shopkeepers tend to give you things like an onion
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Shitesi ka tendence t'iu jape gjera si nje qepe
08:58
or an aspirin, or a piece of gum,
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ose nje aspirine, or nje camcakez,
09:00
because they don't have small change.
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sepse ato s'kane kusur te vogel.
09:02
So when Vodafone came in and saw this problem,
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Keshtu kur erdhi Vodafone dhe e pa kete problem,
09:04
this consumer pain point, they created
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kete pike dhimbjeje per konsumatorin, ato krijuan
09:05
some small change which they call Fakka,
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kusure te vogla te cilat i quajten Fakka,
09:07
which literally sits and is given
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qe pershtatet tamam dhe i jepet
09:09
by the shopkeepers to people,
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bleresit nga shitesi,
09:11
and it's credit that goes straight onto their mobile phone.
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dhe eshte kredit qe shkon drejt ne celularin e tyre.
09:14
So this currency becomes credit, which again,
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Kjo monedhe behet kredit, i cili perseri,
09:16
is really, really interesting.
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eshte me te vertete shume interesant.
09:18
And we did a survey that backs up the fact that,
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Ne beme nje anketim qe mbeshtet faktin qe,
09:20
you know, 45 percent of people
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45 perqind e njerezve
09:22
in this very crucial demographic in the U.S.
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ne demografine teper te rendesishme te SH.B.A
09:25
were saying that they're comfortable using
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thone qe jane te kenaqur duke perdorur
09:27
an independent or branded currency.
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nje monedhe te pavarur ose te brand-uar.
09:30
So that's getting really interesting here,
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Keshtu kjo po behet shume interesante,
09:31
a really interesting dynamic going on.
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nje dinamike shume interesante po ndodh.
09:34
And you think, corporations
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Mendoni, korporatat
09:35
should start taking their assets and thinking of them
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duhet te fillojne te mendojne rreth aseteve te tyre
09:38
in a different way and trading them.
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ne nje menyre te ndryshme dhe t'i tregetojne ato.
09:40
And you think, is it much of a leap?
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Eshte me te vertete nje kapercim?
09:43
It seems farfetched, but when you think about it,
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Duket e panatyrshme, por kur mendoni rreth saj,
09:46
in America in 1860,
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ne Amerike ne 1860,
09:49
there were 1,600 corporations issuing banknotes.
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kishte 1600 korporata qe perdornin bankenota.
09:53
There were 8,000 kinds of notes in America.
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Kishte 8000 lloje kartash ne Amerike.
09:56
And the only thing that stopped that,
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Dhe e vetmja qe e ndaloi ate,
09:57
the government controlled four percent of the supply,
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qeveria kontrolloi 4 perqind te furnizimit,
10:00
and the only thing that stopped it
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dhe e vetmja gje qe e ndaloi ate
10:01
was the Civil War breaking out,
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ishte shperthimi i Luftes Civile
10:03
and the government suddenly wanted to take control of the money.
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dhe qeveria papritur donte te merte ne kontroll parane.
10:06
So government, money, war, nothing changes there, then.
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Keshtu qeveria, paraja, lufta, asgje nuk ndryshon ketu atehere.
10:10
So what I'm going to ask is, basically,
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Ajo cfare do te pyes eshte, thjesht,
10:13
is history repeating itself?
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a po e perserit veten historia ?
10:15
Is technology making paper money feel outmoded?
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A po e ben teknologjia parane leter te ndihet si e dale jashte mode ?
10:19
Are we decoupling money from the government?
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A po e ndajme parane nga qeveria?
10:21
You know, you think about, brands are starting to fill the gaps.
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E keni parasysh, mendoni perseri, markat po fillojne te mbushin boshlleqet.
10:24
Corporations are filling gaps that governments can't afford to fill.
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Korporatat po mbushin boshlleqet qe qeverite nuk munden.
10:28
So I think, you know, will we be standing on stage
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Mendoj, e keni parasysh, do te jemi duke qendruar ne skene
10:30
buying a coffee -- organic, fair trade coffee -- next year
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duke blere nje kafe -- organike, kafe me tregti te ndershme -- ne vitin tjeter
10:34
using TED florins or TED shillings?
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duke perdorur florinet TED ose shilingat TED ?
10:37
Thank you very much.
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Shume faleminderit.
10:39
(Applause)
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(Duartrokitje)
10:41
Thank you. (Applause)
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Faleminderit.(Duartrokitje)
ABOUT THE SPEAKER
Paul Kemp-Robertson - Advertising expertPaul 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.
Paul Kemp-Robertson | Speaker | TED.com