Temporal Messaging
CRRI
5 June 2014
GrayHairAdvisors.com
Agenda
•
•
•
•
•
•
•
Definition of Temporal Messaging
What is the Right Time ? It depends
How to know where to Deliver ?
Case Studies
Technical Challenges
Other Issues to consider
Potential Benefits
Definition: Temporal Messaging
• Refers to time as a manageable and measurable
dimension of communication in both digital and hard
copy formats.
• PrePlanning is Key to Flawless Execution
To support current need for omni channel
messaging; managing time in todays’ communication
world
To support messaging over time such as next month
or next year or 2 years from now on a specific date, a
range of dates based on service standards or in
response to events
What is the Right Time? It depends
Recognize NOW by
Time Zone.
What is a timely
response vs.
• Context
• Cultural
• Emotional
• Technical
How to know where to Deliver?
Establish triggers for communication format: hard copy vs. digital
Swiss.post
• Government Mandate
 Citizens required by law to
file COAs
 Official digital address
connects physical address
 Swiss Post has both digital
and hard copy services for
both individuals and
businesses
USPS.post
• Voluntary / Opt-in
 Citizens and Businesses
voluntarily file COAs
 Will every citizen be assigned
a .post address or will it be
opt-In? Will .post connect to
physical address?
 GovDelivery provides digital
services for many
government agencies…
Will USPS deliver “now?”
• Deliver to your phone
– GPS
–
• Deliver Quickly
MAX Delivery: within the Hour:
any items from drug store,
supermarket and liquor store.
• Delivery on Customer’s
Schedule
 USPS delivers Sunday
 Google / Amazon
 Drones in US (?)
Case Studies
New Opportunities in Monopoly Mail
VISA/MASTERCARD Finally Retire the Mag Stripe
What infrastructure is needed to support the reissuance of all US Credit Cards over next 3 years?
Clearly defined contracts, specific to business
relationships further spelled out in the case studies
including the logistics of the hand-off between the
private sector, the USPS and the end customer
Nurture One-Off Opportunities; let the positive
experience speak for itself
Business Continuity
• Contractual rate for contingency messaging triggered by
disaster events
 Custom set-up, retainer & transactional pricing for executing services
 Address Management Gap
 USPS perspective / legal constraints
 Temporarily Away Mail Handling in Disaster Mode
 Recent Experience: Sandy / Katrina
 Individuals coping with disaster
 Businesses needs to send appropriate messages to
customers
Boomerang Mail
Message to your future self
keep USPS informed of physical location
Requires Storage & Retrieval
Private Sector facilities and/or services in USPS facilities

MultiGenerational Communication
• Current CEO to Future CEO (Female)
Mary Katherine Goddard: First woman postmaster
(1775) in Baltimore
What might she have written ?
Katherine Graham: First woman CEO of a Fortune
500 company (Washington Post)
catalyst.org
“To love what you do and feel that it matters — how could
anything be more fun?”
• Sasha & Malia Obama
Family Time Capsule
Social Messages
Citizens requesting time/date specific delivery of
specific letters and parcels
Date not-certain?
Extend usage of IMB to execute postage payment
on greeting cards; retail or online
Consumers have the option of buying a years worth of
family birthday cards in advance, lets say in January
The Greeting Card company will release the designated
cards to the USPS for “date not-certain” or “time &
date specific” delivery services, based on consumer
preferences
Olympic Mail
‘Previously we had a 24-month turnaround with a new set of stamps
and we are already working on designs for 2014. With the Olympics
the fastest turnaround we did was just 11 hours.’ Tim Cowen, director
of business and consumer media relations at Royal Mail
Technical Challenges
• Preferences: Sender and Receiver
• Accurate and preferred delivery address
• Identity and Address Authentication
– usps.post system, as imagined… vs. what can be
done today.
A few technical points
• How might the IMb be constructed in order to
support request for services over time …
• A Service Type Identifier (STID) for temporal mail
• Could the Tray Management System be used to
store/retrieve certain letters… beta test ?
• Need economic projection of CPI in X years to
provide a couple of costing examples. Cost –
might be useful to try to provide an example
using assumptions categories…
Other issues to consider
• Logistics & Reliable
Execution
– Tightening handoff between
private & public requires
follow up with stakeholders
to establish consensus
• Mitigate Risk of
Bankruptcy
– Private Sector
– or USPS
• Digital/physical storage,
retrieval, warehousing
– Earth Class Mail
• Technological changes
– Analog to Digital
• Security Requirements
– Basic vs. High Security
Custom Encryption
What Temporal Messaging can do for . . .
Consumers
• Provide a convenient, modern way to do
traditional things
Businesses
• Lower costs and expand the potential
advantages of a unique medium
USPS
• Generate new products/services to attract
consumer interest and better serve business