{"id":2956,"date":"2012-03-17T09:00:00","date_gmt":"2012-03-17T08:00:00","guid":{"rendered":"https:\/\/fpisani.wpengine.com\/in-yogurtistan-creating-a-currency-thats-valuable-online-and-off\/"},"modified":"2012-03-17T09:00:00","modified_gmt":"2012-03-17T08:00:00","slug":"in-yogurtistan-creating-a-currency-thats-valuable-online-and-off","status":"publish","type":"post","link":"https:\/\/www.francispisani.net\/en\/in-yogurtistan-creating-a-currency-thats-valuable-online-and-off\/","title":{"rendered":"In Yogurtistan, creating a currency that\u2019s valuable online and off – Francis Pisani"},"content":{"rendered":"
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Cemil Turun is, without a doubt, one of the most ambitious entrepreneurs I\u2019ve interviewed so far. He wants to create a currency that works in both the online and offline worlds. Facing my obvious journalistic skepticism, he hurries to add that his company,\u00a0Yogurt Technologies<\/a>, is one of the first six Turkish companies to receive VC financing. So, what\u2019s his plan?<\/p>\n

The first step was the creation of\u00a0Yogurtistan.com<\/a>, \u201ca 3D world that\u2019s very different from Second Life. It\u2019s built on Adobe Air, and it works on all browsers. From it you can access iTunes, read books or watch full-screen TV, just like at home.\u201d<\/p>\n

Expertly realized but not unique, this 3D world lets users better mimic offline behaviors. \u201cWhen we are watching a movie and listening to a certain group\u2019s music, or buying a jeans, we\u2019re creating data about our preferences,\u201d he said. \u201cToday, these preferences are not connected to my social network (read Facebook) in a meaningful way.\u201d<\/p>\n

This virtual space makes it easier to understand using a currency that works equally in the virtual and physical worlds. Just as we go from one store to the next in real life, on Yogurtistan \u201cyou go from Migros to Quicksilver [two companies popular in Turkey] without changing tabs,\u201d Turun said. This creates \u201ca new web.\u201d<\/p>\n

\"meydan1<\/p>\n

The next step is the creation of a currency that allows users to pay for services or complete transactions online, as well as \u201cpaying at the restaurant you eat dinner at,\u201d he said during a meal in Istanbul. The secret is adding \u201ca fourth dimension based on online \u2018engagement\u2019,\u201d Turun said. \u201cA virtual sword generated by your actions in the last ten hours has value but does not buy you a glass of wine, does not record your engagement.\u201d This is what his team hopes to change: \u201cWe want to bring the value of your virtual engagement to the offline world.\u201d<\/p>\n

\u201cWe\u2019re working on creating a special currency that will work in both worlds. It\u2019s unique, and very disruptive,\u201d Turun said. He called it \u2018Kayme<\/strong>\u2018 \u2013 an Old Turkish word that was used in the nineteenth century when bank notes were first introduced \u2013 and it has value both online and off.<\/p>\n

In Turkey, Turun relies on a well-developed system of loyalty points. \u201cToday, loyalty-point systems are working offline, and they usually do not work across brands\u2019 campaigns,\u201d he said. \u201cWe have agreements with most loyalty-point systems for interchange with our virtual currency.\u201d This allows users to gain points with purchases, their actions and when playing retailers\u2019 games (behavior).<\/p>\n

This is where the endeavor is huge. \u201cThe big Internet companies don\u2019t think about offline behavior, the most important part of our lives. One day, when you go to a restaurant, you\u2019ll check if you can pay with Facebook Credits. They\u2019re going to have to change if they want to survive long-term. Friendship is great, but spending money is an essential part of our lives. We need a currency that can be used in both dimensions.\u201d<\/p>\n

The only thing left is convincing retailers. \u201cCompanies are now seeing a big opportunity in our 3D world,\u201d Turun said. His customers already include Coca-Cola and Turkcell, Turkey\u2019s largest mobile company. These companies are also interested in user-behavior data (having it collected is opt-in). \u201cThe brands will be reaching users via small apps that we will serve in Yogurtistan. Those users who have opted-in will be paid Kayme by the brands. So the virtual currency, Kayme, will be backed by actual advertising budgets.\u201d<\/p>\n

\"meydans1<\/p>\n

It\u2019s impossible not to be skeptical about something like this. But Turun doesn\u2019t worry when people question his model. Besides being validated by investors, he adds two arguments.<\/p>\n

The first is based on the growing interest in what some investors call \u201conline to offline\u201d commerce, recently explained in\u00a0Forbes<\/em>\u00a0by PayPal and Linkedin co-founder Reid Hoffman: \u201cWe\u2019re at the early stages of a massive wave of innovation in the payment industry<\/a>. It\u2019s like when Apple launched the iOS platform for mobile developers. The platform in this case is the payment network. Software developers will add new capabilities to cards by programming the payment network to link online applications to specific payment events.\u201d<\/p>\n

The need for, and importance of, passing from one to the other is there. But Turun looks further ahead. When I told him that if Facebook launched something like this, people would call it an audacious move, he offered his second argument through email. For him, \u201ca company like Facebook is in a better position to achieve all of this. But they are also very large to make sharp turns, or pivot. This is the very essence of any startup: You don\u2019t have anything more than your will to make it happen: Your dream is all you have. I think if we succeed this will be because I am foolish enough to think that we can. :)\u201d<\/p>\n

Read all of Francis Pisani\u2019s posts\u00a0here on The Next Web<\/a>.<\/p>\n<\/div>\n

SOURCES:\u00a0IMAGE CREDIT<\/a><\/div>\n

\u00a0<\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Cemil Turun is, without a doubt, one of the most ambitious entrepreneurs I\u2019ve interviewed so far. He wants to create a currency that works in both the online and offline worlds. 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Piqu\u00e9 par la curiosit\u00e9 et l\u2019envie de comprendre ce que je sentais important, je suis all\u00e9 m\u2019installer dans la r\u00e9gion de San Francisco (janvier 1996) o\u00f9 j\u2019ai pass\u00e9 quinze ans \u00e0 enqu\u00eater sur ce qui s\u2019y faisait : l\u2019\u00e9mergence, le boom, le bust et la reprise. Un cycle complet \u00e0 la suite de quoi j\u2019ai trouv\u00e9 que m\u00eame \u00e0 Silicon Valley on peut se r\u00e9p\u00e9ter. En fait j\u2019ai la bougeotte. De retour en Europe (2010), j\u2019ai lanc\u00e9 un tour du monde de l\u2019innovation, le projet Winch 5 -- 45 villes, 32 pays entre septembre 2011 et octobre 2012 - enti\u00e8rement consacr\u00e9 \u00e0 l'\u00e9tude des conditions \u00e9conomiques, financi\u00e8res, culturelles et sociales du d\u00e9veloppement de l'innovation. J\u2019en a rapport\u00e9 des enseignements sur les meilleures fa\u00e7ons de la rendre possible, de l'encourager, de pr\u00e9parer individus, entreprises et nations \u00e0 participer ainsi \u00e0 la construction de leur propre futur. Une aventure fascinante qui m\u2019a permis de rencontrer des gens audacieux, dot\u00e9s d\u2019une grande intelligence ou d\u2019un grand c\u0153ur. Parfois les deux ensembles. Je donne r\u00e9guli\u00e8rement conf\u00e9rences et s\u00e9minaires sur ce sujet dans certaines entreprises fran\u00e7aises de poids : Bouygues Telecom, CapGemini, L'Or\u00e9al, SFR, SNCF, entre autres ainsi que dans des forums moins prestigieux mais dans lesquels l\u2019assistance est passionn\u00e9e Convaincu que l\u2019am\u00e9lioration de nos villes et de la d\u00e9mocratie locale est un enjeu technologique et social majeur, je viens de me lancer dans une nouvelle s\u00e9rie d\u2019enqu\u00eates \u2013 un tour du monde en plusieurs \u00e9tapes nomm\u00e9 Participolis - sur les villes intelligentes ou qui s\u2019efforcent de l\u2019\u00eatre : 20 villes entre janvier 2014 et avril 2015. Je le con\u00e7ois comme une tension constante entre deux p\u00f4les d\u2019un m\u00eame probl\u00e8me : CitySmarting ou l\u2019effort pour rendre les villes plus intelligentes gr\u00e2ce, notamment aux technologies de l\u2019information et Participolis, le fait qu\u2019un meilleur futur pour nos villes ne peut \u00e9merger que de notre participation \u00e0 leur conception et \u00e0 leur gestion. Mes articles et chroniques ont \u00e9t\u00e9 publi\u00e9s par plus de 100 m\u00e9dias sur quatre continents dont Le Monde, El Pa\u00eds (Madrid), Reforma (Mexico), The Next Web (Amsterdam) et Folha de S\u00e3o Paulo (Br\u00e9sil). J'enseigne aussi \u00e0 la Paris School of International Affairs de l'Institut d'\u00c9tudes Politiques de Paris et \u00e0 la WebSchoolFactory. J\u2019ai donn\u00e9 des cours \u00e0 l'Universit\u00e9 de Berkeley et \u00e0 l'Universit\u00e9 de Stanford. Je participe en temps qu\u2019expert au r\u00e9seau Netexplo. J\u2019ai publi\u00e9 plusieurs livres dont Comment le web change le monde, l'alchimie des multitudes (Pearson) avec Dominique Piotet (2008 et 2011). Quand je ne suis pas en vadrouille autour du monde, je vis entre Paris, Barcelone et Mexico. Mais toujours je suis int\u00e9ress\u00e9 par vos commentaires, critiques et suggestions. 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Piqu\u00e9 par la curiosit\u00e9 et l\u2019envie de comprendre ce que je sentais important, je suis all\u00e9 m\u2019installer dans la r\u00e9gion de San Francisco (janvier 1996) o\u00f9 j\u2019ai pass\u00e9 quinze ans \u00e0 enqu\u00eater sur ce qui s\u2019y faisait : l\u2019\u00e9mergence, le boom, le bust et la reprise. Un cycle complet \u00e0 la suite de quoi j\u2019ai trouv\u00e9 que m\u00eame \u00e0 Silicon Valley on peut se r\u00e9p\u00e9ter. En fait j\u2019ai la bougeotte. De retour en Europe (2010), j\u2019ai lanc\u00e9 un tour du monde de l\u2019innovation, le projet Winch 5 -- 45 villes, 32 pays entre septembre 2011 et octobre 2012 - enti\u00e8rement consacr\u00e9 \u00e0 l'\u00e9tude des conditions \u00e9conomiques, financi\u00e8res, culturelles et sociales du d\u00e9veloppement de l'innovation. J\u2019en a rapport\u00e9 des enseignements sur les meilleures fa\u00e7ons de la rendre possible, de l'encourager, de pr\u00e9parer individus, entreprises et nations \u00e0 participer ainsi \u00e0 la construction de leur propre futur. Une aventure fascinante qui m\u2019a permis de rencontrer des gens audacieux, dot\u00e9s d\u2019une grande intelligence ou d\u2019un grand c\u0153ur. Parfois les deux ensembles. Je donne r\u00e9guli\u00e8rement conf\u00e9rences et s\u00e9minaires sur ce sujet dans certaines entreprises fran\u00e7aises de poids : Bouygues Telecom, CapGemini, L'Or\u00e9al, SFR, SNCF, entre autres ainsi que dans des forums moins prestigieux mais dans lesquels l\u2019assistance est passionn\u00e9e Convaincu que l\u2019am\u00e9lioration de nos villes et de la d\u00e9mocratie locale est un enjeu technologique et social majeur, je viens de me lancer dans une nouvelle s\u00e9rie d\u2019enqu\u00eates \u2013 un tour du monde en plusieurs \u00e9tapes nomm\u00e9 Participolis - sur les villes intelligentes ou qui s\u2019efforcent de l\u2019\u00eatre : 20 villes entre janvier 2014 et avril 2015. Je le con\u00e7ois comme une tension constante entre deux p\u00f4les d\u2019un m\u00eame probl\u00e8me : CitySmarting ou l\u2019effort pour rendre les villes plus intelligentes gr\u00e2ce, notamment aux technologies de l\u2019information et Participolis, le fait qu\u2019un meilleur futur pour nos villes ne peut \u00e9merger que de notre participation \u00e0 leur conception et \u00e0 leur gestion. Mes articles et chroniques ont \u00e9t\u00e9 publi\u00e9s par plus de 100 m\u00e9dias sur quatre continents dont Le Monde, El Pa\u00eds (Madrid), Reforma (Mexico), The Next Web (Amsterdam) et Folha de S\u00e3o Paulo (Br\u00e9sil). J'enseigne aussi \u00e0 la Paris School of International Affairs de l'Institut d'\u00c9tudes Politiques de Paris et \u00e0 la WebSchoolFactory. J\u2019ai donn\u00e9 des cours \u00e0 l'Universit\u00e9 de Berkeley et \u00e0 l'Universit\u00e9 de Stanford. Je participe en temps qu\u2019expert au r\u00e9seau Netexplo. J\u2019ai publi\u00e9 plusieurs livres dont Comment le web change le monde, l'alchimie des multitudes (Pearson) avec Dominique Piotet (2008 et 2011). Quand je ne suis pas en vadrouille autour du monde, je vis entre Paris, Barcelone et Mexico. Mais toujours je suis int\u00e9ress\u00e9 par vos commentaires, critiques et suggestions. Francispisani \u00e0 gmailvousconnaissezlasuite Google http:\/\/tinyurl.com\/francispisani Twitter: @francispisani A tout de suite\u2026","sameAs":["https:\/\/www.francispisani.net\/","https:\/\/www.facebook.com\/francis.pisani","https:\/\/www.linkedin.com\/in\/francispisani","https:\/\/x.com\/francispisani","https:\/\/fr.wikipedia.org\/wiki\/Francis_Pisani"],"url":"https:\/\/www.francispisani.net\/en\/author\/francis-pisani\/"}]}},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":2961,"url":"https:\/\/www.francispisani.net\/en\/in-yogurtistan-a-currency-valuable-online-and-off\/","url_meta":{"origin":2956,"position":0},"title":"In Yogurtistan, a currency valuable online and off – Francis Pisani","author":"Francis Pisani","date":"19 March 2012","format":false,"excerpt":"Cemil Turun is, without a doubt, one of the most ambitious people I\u2019ve ever interviewed. He wants to create a currency that works in both the online and offline worlds. Facing my obvious journalist\u2019s skepticism, he hurries to add that his company, Yogurt Technologies (yogurt.com.tr) is one of the first\u2026","rel":"","context":"In "english"","block_context":{"text":"english","link":"https:\/\/www.francispisani.net\/en\/english\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3331,"url":"https:\/\/www.francispisani.net\/en\/social-entrepreneurship-in-china-part-one-isaac-mao-advocating-sharing\/","url_meta":{"origin":2956,"position":1},"title":"Social Entrepreneurship In China, Part One: Isaac Mao, Advocating Sharing – Francis Pisani","author":"Francis Pisani","date":"17 October 2012","format":false,"excerpt":"One of the biggest surprises I\u2019ve had recently was seeing the importance of social entrepreneurship in China. In a country that is often described as combining the worst of the capitalist and communist worlds, I found people who are trying to change both, and now. Currently there are few in\u2026","rel":"","context":"In "english"","block_context":{"text":"english","link":"https:\/\/www.francispisani.net\/en\/english\/"},"img":{"alt_text":"mao photo Social Entrepreneurship In China, Part One: Isaac Mao, Advocating Sharing","src":"https:\/\/i0.wp.com\/img.over-blog-kiwi.com\/0\/73\/87\/12\/2012\/10\/17\/ob_c14816_mao-photo.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2692,"url":"https:\/\/www.francispisani.net\/en\/how-do-you-ask-the-innovation-question\/","url_meta":{"origin":2956,"position":2},"title":"How do you ask the innovation question? – Francis Pisani","author":"Francis Pisani","date":"10 October 2011","format":false,"excerpt":"Casablanca\u00a0\u2014 Lean, sporting a light beard, Adnane Charafeddine has the intense look of someone with a vision. And yet, when he shows me his method of innovating, I\u2019m surprised \u2013 his art is copying. That\u2019s how he created\u00a0QuelleVoiture.ma\u00a0(What a Car), a social site bringing together car buyers and sellers. Buyers\u2026","rel":"","context":"In "english"","block_context":{"text":"english","link":"https:\/\/www.francispisani.net\/en\/english\/"},"img":{"alt_text":"quelle voiture How do you ask the innovation question?","src":"https:\/\/i0.wp.com\/img.over-blog-kiwi.com\/0\/73\/87\/12\/2011\/10\/10\/ob_b90e63_quelle-voiture.png?resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/img.over-blog-kiwi.com\/0\/73\/87\/12\/2011\/10\/10\/ob_b90e63_quelle-voiture.png?resize=350%2C200 1x, https:\/\/i0.wp.com\/img.over-blog-kiwi.com\/0\/73\/87\/12\/2011\/10\/10\/ob_b90e63_quelle-voiture.png?resize=525%2C300 1.5x"},"classes":[]},{"id":2925,"url":"https:\/\/www.francispisani.net\/en\/can-turkeys-contribution-to-the-web-be-reproduced-elsewhere\/","url_meta":{"origin":2956,"position":3},"title":"Can Turkey\u2019s contribution to the Web be reproduced elsewhere? – Francis Pisani","author":"Francis Pisani","date":"18 February 2012","format":false,"excerpt":"\u201cIt\u2019s Turkey\u2019s major contribution to the Internet,\u201d says professor Ozg\u00fcr U\u00e7kan of Istanbul Bigli University, of the site ironically called\u00a0Ek\u015fi S\u00f6zl\u00fck, the \u201cSour Dictionary.\u201dThe site has 36,000 authors, and an equal number of users who hope to become authors. 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Rafea is the founder of\u00a0bey2ollak.com, an app that \u201clets people share traffic information for the primary streets in Cairo and Alexandria, (the country\u2019s second-largest city),\u201d he told me. 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