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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
AnnouncementAnnouncement
mi ke . pe t i t @ope na mpl i f y.
c om
Mi ke Pe t i t , Co-
Founde r / CI O

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Announcing Ampliverse
 First of its kind
 A Game Changer for Web Content Monetization

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
OpenAmplify: The Meaning of Content
Interest Categories People Brands
Sentiment
Actions!
Intentions!
Locations
Timeframes
Topics
Guidance
Professional Content
& Social Media:
UNSTRUCTURED
What are they
interested in?
What are they
interested in?
Actionable,
Real-time
Data!
Do they feel positive,
or negative?
Do they feel positive,
or negative?
Are they ready to buy?Are they ready to buy?
What’s the timeframe?What’s the timeframe?

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
It’s about ‘CARS’It’s about ‘CARS’
Why It’s a Game Changer
 Most customers need customized classification
“I ‘m going to get that nice new clutch this weekend. Should I buy it
online or at the mall?”

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
It’s about ‘CARS’It’s about ‘CARS’No, it’s about
‘HANDBAGS’...
because I sell
handbags ;-)
No, it’s about
‘HANDBAGS’...
because I sell
handbags ;-)
Why It’s a Game Changer
 Most customers need customized classification
“I ‘m going to get that nice new clutch this weekend. Should I buy it
online or at the mall?”

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
It’s about ‘CARS’It’s about ‘CARS’
Why It’s a Game Changer
 Most customers need customized classification
“I ‘m going to get that nice new clutch this weekend. Should I buy it
online or at the mall?”
 We can customize the taxonomy but that’s only half the challenge
 It’s about handbags...but what about handbags?
 Without understanding, classification is an incomplete solution for
content monetization
 Classification must reflect your needs, not general needs
No, it’s about
‘HANDBAGS’...
because I sell
handbags ;-)
No, it’s about
‘HANDBAGS’...
because I sell
handbags ;-)

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
 Monetization requires a One-Two Punch. Not just classification...
 ...But understanding as well...
“Clutch” regarded positively...
 Definitive intent to buy a clutch this weekend...
 Author seeks advice on buying it...
...Leads to a monetizable outcome: “place a Handbag ad”
 Ampliverse and OpenAmplify deliver that One-Two Punch
 Here’s how it works...
Why It’s a Game Changer: the One-Two Punch

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
How Do I Use Ampliverse?
 Build your view of the universe using a simple, easy-to-
learn/use format:
– Simple text format
– Easy learning curve
– More than adequate for most needs
<node text=“fashion”>
<node text=“handbags”>
<node text=“clutch” />
<node text=“purse” />
</node>
</node>
<node text=“fashion”>
<node text=“handbags”>
<node text=“clutch” />
<node text=“purse” />
</node>
</node>

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
AmpliverseID 1239AmpliverseID 1239
<node text=“fashion”>
<node text=“handbags”>
<node text=“clutch” />
<node text=“purse” />
</node>
</node>
<node text=“fashion”>
<node text=“handbags”>
<node text=“clutch” />
<node text=“purse” />
</node>
</node>
How Do I Use Ampliverse?
 Upload the Ampliverse into OpenAmplify:
– Upload page provided, or use our Ampliverse Builder
– OpenAmplify returns a permanent “AmpliverseID”

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
• Fashion
•Handbags
•Clutch
• Fashion
•Handbags
•Clutch
AmpliverseID=1239AmpliverseID=1239
“I’m going to get that
nice new clutch this
weekend…”
“I’m going to get that
nice new clutch this
weekend…”
How Do I Use Ampliverse?
 Upload the Ampliverse into OpenAmplify:
– Upload page provided, or use our Ampliverse Builder
– OpenAmplify returns a permanent “AmpliverseID”
– Include the AmpliverseID in your OpenAmplify API call
– Monetization Options Delivered in a Single Operation
• Clutch viewed positively
• Intent to buy this
weekend
• Seeks advice on buying
• Clutch viewed positively
• Intent to buy this
weekend
• Seeks advice on buying

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Case Study: Social CRM Provider
 CRM requires triage and caseload management
–Understanding determines what’s going on...

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Case Study: Social CRM Provider
 CRM requires triage and caseload management
–Understanding determines what’s going on...
–...and Classification determines the appropriate response:
“Engaged customer, route to Handset Tech CRM”
My new phone is cool, I
like the features. But you
should make it easier to
download apps without
having to connect to my
computer.

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Case Study: Social Media Publisher
 Boosting the value of inventory
–Social media ad inventory sells cheap because it’s “risky”
–Understanding the content lowers risk, increases relevancy, raises
value...
I tested a nice new
Camry yesterday. Great
acceleration, and a
Hybrid option. If the price
is right, I’ll buy one.
Topic: Camry
Polarity: Positive
Intent: Buy
Opportunity!

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Case Study: Social Media Publisher
 Boosting the value of inventory
–Social media ad inventory sells cheap because it’s “risky”
–Understanding the content lowers risk, increases relevancy, raises
value...
–...Classification determines the ad to serve
I tested a nice new
Camry yesterday. Great
acceleration, and a
Hybrid option. If the
price is right, I’ll buy one.
Topic: Camry
Polarity: Positive
Intent: Buy
Opportunity!

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
How Ampliverse is Delivered
 Ampliverse is a Combination of Tools and User Support:
– A Simple Format
– An Upload page
<node text=“fashion”>
<node text=“handbags”>
<node text=“clutch” />
<node text=“purse” />
</node>
</node>
<node text=“fashion”>
<node text=“handbags”>
<node text=“clutch” />
<node text=“purse” />
</node>
</node>

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
How Ampliverse is Delivered
 Ampliverse is a Combination of Tools and User Support:
– A Simple Format
– An Upload Page
– An “Ampliverse Builder”

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Builder

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Builder: Related Word Suggestions

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Builder: Related Word Suggestions

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Builder: Related Word Suggestions

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Builder: Test in Place

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Builder: Test in Place

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Solutions Partner
 The Customer Needs:
– Expertise in Ampliverse Creation
– Someone to Connect the Dots and Deliver a Solution
– Ongoing Support

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Ampliverse Solutions Partner
 The Customer Needs:
– Expertise in Ampliverse Creation
– Someone to Connect the Dots and Deliver a Solution
– Ongoing Support

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
The Ampliverse Solution
Your Requirements

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
The Ampliverse Solution
Your Requirements

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Try Ampliverse for Free!
 Use Ampliverse and OpenAmplify for Free:
– Get an API key from www.openamplify.com
– 1000 Transactions/Day Free of Charge for Any Purpose

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
Try Ampliverse for Free!
 Use Ampliverse and OpenAmplify for Free:
– Get an API key from www.openamplify.com
– 1000 Transactions/Day Free of Charge for Any Purpose

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OpenAmplify | The Meaning Platform
© OpenAmplify 2010 | Private and Confidential
www. openampl i f y. com
mi ke. pet i t @openampl i f y.
com
Mi ke Pet i t , Co-
Founder/CIO