Unlike Facebook and Google which use their social data repositories to deliver adverts to their own apps and websites, the ecosystem here is to create an open platform - open in the sense of giving universal, unrestricted access to third parties to profit from the last mile business.
The design works around a 4-stage process:
1, Find a source of social data which is sustainable and diverse. Mobile operator SMS fits this specification;
2, Anonymize and classify the data, so that personally identifiable information cannot be extracted. This involves creating a dictionary of common words and assigning usage to each mobile user;
3, Provide APIs to read the data - free of charge;
4, Provide a paid-up, say $10 per month APIs to send messaged to filtered groups (example, English speakers with low-end android phones who are up late at night).
This idea is a new way for mobile app developers to look at app monetization - each app can seed hundreds of new businesses around it by inviting other developers to benefit by selling personalized messaging space around it. The fixed monthly fee digital marketplace disrupts the pricing of digital adverts and opens up personalized messaging business to all. If mobile games are designed for extraction of data, the potential value can extend into personalized learning and urban planning.