AI 新創如何與科技大廠競爭的 5 個建議

Alyssa Chen, Analyst (陳敬旻 / 分析師)

負責 Accelerator,喜歡陪伴創業者打造出屬於自己的火箭。來自台中,加入前任職於華山文創園區,負責台灣新銳文創品牌的營運招商與媒體合作。除關注設計藝文議題,也喜愛網路新創產業的活力。曾於 AppWorks 實習一年。畢業於政大德文系、政大國際傳播所。喜歡旅遊與花草,最愛亞洲食物。

若要論起規模與資源,當然不是多數新創公司的強項。2017 年,Google CEO Sundar Pichai 在官方部落格公告,Google 發展重點從「行動優先」 (Mobile-First) 轉向「人工智慧優先」 (AI-First) 。麥肯錫也在 2017 年 AI 研究報告中指出,科技大廠如 Google 及百度,2016 年平均在 AI 發展上投資 200-300 億美金,其中 90% 投注於研發與應用,10% 用來併購 AI 相關技術。科技大廠投注鉅資於 AI 應用的動作頻頻,對新創來說是相當大的競爭與挑戰。

來自科技大廠的強勢競爭席捲而來,對 AI 新創來說,主要挑戰來自四個面向:祭出高薪聘用頂尖人才;握有雄厚資金挹注研發;擁有巨量 Data Pipeline 優化演算法;並且掌握海量使用者,可無縫接軌最後一哩用戶。其中,光是銜接用戶最後一哩的應用,就足以建立深厚的護城河,因為對 AI 新創來說,即使與科技大廠同時投入開發相似應用,但在進入「市場推廣與用戶變現」這一階段,科技大廠因在用戶規模佔了相當大的優勢,AI 新創卻常在此階段失敗。

面對科技大廠的強勢競爭,AI 新創還有什麼策略,能以有限的資源發揮槓桿效果?在進一步挖掘關鍵競爭策略前,有兩個重要前提,適用於所有新創企業,提醒 AI 新創在投入創業時必須要先思考:

1. 為用戶解決什麼問題?

創業題目想要解決的問題,是目標用戶真正的痛點嗎?是否真的深入研究過目標用戶,確認提供的解決方案,確實符合客戶需求,而不是一時興起、追隨熱門的假性需求?

2. 為用戶創造什麼價值?

辛苦開發的產品,如果只是解決目標用戶枝微末節的問題,那麼 AI 新創的發展空間將非常有限。例如,當用戶發現,AI 新創提供的解決方案,和現有的解決方案沒有顯著差異;又或是當產品從免費試用,轉變為收費模式,這個案子可能就因此被取代而掉單,這往往都代表為用戶創造的價值不夠。但如果產品能為用戶在現有表現外,再創造出額外的價值,對 AI 新創來說,將會有更高的成長機會。

釐清以上兩個重要前提,確認產品解決了目標用戶的痛點,並有效為他們帶來額外價值後,以下另外整理出五個關鍵策略提供參考,能幫助 AI 新創找出關鍵支點,從與科技大廠的競爭中突圍:

1. 從利基點 (niche market) 出發,解決特定一群人的痛點

科技大廠如 Google、Facebook 和 Amazon,他們在 AI 發展上,是為了解決全世界上千萬用戶的共同問題,甚至是更往前好幾步,希望去改變用戶現有的生活模式。例如 Google 無人車計畫 Waymo,即希望透過 AI 訓練無人車更精準的偵測路況;Amazon 也希望透過智慧助理 Alexa,來改變大眾日常生活中使用語音服務的習慣。但新創團隊手上難有如此豐厚的資源,能夠端出相同的服務競爭。這時候,轉向往利基點發展,專注解決某一群特定對象的痛點,反而是最有利的策略。

AppWorks Accelerator #16 (第 16 屆) 的 AI 新創團隊、成功開發出 AI 寶寶攝影機的 Cubo 就是一例。創辦人是一對新手爸媽,在自己育兒過程中,常半夜驚醒,查看寶寶睡覺時口鼻是否被棉被遮蓋,高度身心壓力下,甚至罹患產後憂鬱。 Cubo 針對有同樣擔憂的父母,結合 AI 科技,打造出全球第一支能主動偵測「口鼻被異物覆蓋、翻身、趴睡」等睡床潛在危險事件的 AI 寶寶攝影機。產品一推出即廣受青睞,創下開賣兩天募資即突破 500 萬元的好成績。

AI 攝影機一直是很熱門的題目,但當有了明確的目標群眾輪廓,例如 Cubo 所瞄準的新手爸媽群,那麼從產品的開發打造,到後續推向市場做行銷,能幫助新創團隊找到錨定方向,並更有效率的把資源運用在對的地方。

2. 比別人更懂,結合特定 Domain,推出加值應用

科技大廠的優勢之一,是掌握許多頂尖科技人才,這對 AI 新創來說,是個非常痛的問題。一家資源有限的新創企業,假設擁有十位各有所長的工程人才已十分難得,但這樣的規模,仍遠不敵 Google 或 Microsoft 的百人 AI 團隊,那該怎麼辦?

這時候,不妨由另一個角度切入,把 AI 當作輔助,深入研究如何為特定專業帶來加值應用,反而能讓新創團隊走出另一條大道。舉例來說,也許新創團隊強項在於打造軟硬整合服務,或是具有農業、生醫保健等背景,這些所掌握的專業知識,以及在業界累積的人脈網絡,就是別人難以在一時片刻超越的關鍵優勢。

以 AppWorks Accelerator #13 (第 13 屆) 團隊、致力打造法學資料庫的 Lawsnote 為例,創辦團隊結合了律師專業與工程背景,從自身經驗中,觀察到律師們在搜尋法條時常遇到的不便,進而由技術面切入,利用 Machine Learning 打造出更簡便、搜尋結果更具參考價值的法學資料庫給目標用戶。Lawsnote 在 2016 年 7 月正式上線,第一年每月即有兩萬名法律人使用 ,2017 年 9 月產品開始收費後,MAU (Monthly Active Users,月活躍用戶數) 持續成長到 3 萬人。創業剛滿兩年,Lawsnote 已達損益兩平,目前持續努力提供更貼近市場的服務。

3. 不同語系的發展與應用

很多人可能小看語言差異所創造出的機會,但若以近年 AI 創業題目中相當熱門的 Chatbot 為例,就一定要克服語言問題。在自然語言領域,語言和不同地域的文化都是很大的門檻。放眼目前科技大廠的 AI 應用,主要的訓練語言大多是英文,雖然 Google 在中文語音做得不錯,但離真正的智能客服尚有一段距離,更別說要貼近不同地區的中文使用習慣。

除了自然語言,在 AI 影像辨識領域也有類似的情形。AppWorks Accelerator  #9 (第 9 屆) 團隊、提供 AI 安全監控服務的 Umbo CV 技術長張秉霖便曾分享,若有一個在英文數據上表現很好的 Machine Learning 模式,不代表在中文也能表現很好,必須要做 Domain Transfer 。在視覺領域,也是如此。曾有中國廠商,在中國做人臉辨識做得不錯,但換到其他國家,運用在白人的人臉辨識,成效就沒有太好。

對 AI 新創而言,在這幾年內,語言差異仍有一定的先行者優勢可供發揮。只要執行速度夠快,產品開發的切入方向專注精準,在語言差異所創造的利基領域,就很有機會能跑在科技大廠前面。

4. 結合電子零組件與系統製造商

台灣的 AI 新創,除了上述三點可切入發揮的利基點之外,另外還具備兩項特別的優勢。其一,台灣有許多產業經驗豐富的電子零組件與系統製造廠商,而且其中多數的廠商也正在力求創新與轉型,尋求適合的創新解決方案,前景看好的 AI,自然是選項之一。

以打造軟硬整合產品的 AI 新創為例,在台灣擁有相較完整的產業聚落,可更容易找到供應商與製造廠,在打磨產品的過程中,享有更多 Time to Market 的優勢。

除了產品製作面的合作,甚至許多傳統大廠,近幾年也都相當積極地投資能夠幫助產業加值或轉型的應用,是幫助許多新創團隊規模化成長的大力推手。

5. 市場經驗以及 Data Pipeline

延伸上一點,另一項台灣 AI 新創所享有的優勢,在於市場經驗:相較於東南亞鄰近國家,甚至是世界各地,台灣在醫療與電商兩大產業,累積了相當深厚的資源與經驗。

以台灣的健保體系為例,2003 年完成全民健保卡 IC 化,所有就醫紀錄整合在一張晶片卡裡,並在每次看診時上傳雲端系統,發展迄今已近 20 年。各醫療院所與相關機構,皆累積了非常完整且詳細的數位化病歷資料,這對於 AI 新創而言是很好的基礎,如果未來政府與相關機構能開放資料庫,授權使用數據,新創團隊便可進一步延伸做醫療 Big Data 應用。

除了醫療領域之外,台灣在電商產業也已發展近 20 年,不論營業規模大小,都相當活躍,有年營收 40 億元以上的大型平台,如 PChome、momo、Shopee,也有年營業額在 10 到 40 億元之間的中型電商,如創業家兄弟。還有一群年營收 10 億元以下的垂直電商,他們深耕分眾市場,專注切入特定題目,不只掌握垂直供應鏈,更深入了解目標客群,例如 AppWorks Accelerator #4 (第 4 屆) 團隊 Morning Shop 所經營的早餐吃麥片運動吃蛋白

台灣電商市場百家爭鳴的景況,恰好提供 AI 新創許多商機。例如對於用戶體驗,可運用智能客服 (Chatbot) 打造更完整的銷售服務;對於庫存與財務管理,可利用數據分析判讀做更好的銷售預估;對於行銷,可優化廣告推播和商品搜尋的精準度。尤其在電商的世界中,無論是趨勢流行或是相關技術的應用,都變化得相當快,競爭如此激烈的情況下,AI 能為電商產業提供的加值應用,仍有許多發揮空間,為 AI 新創帶來很多發展機會。

總結:創新的價值來自完整解決客戶問題

AI 新創團隊從踏上創業路的第一步,就該清楚自己的定位:與其和科技大廠正面對決,不如換一條自己熟悉的路走,由團隊的專業優勢或是市場的利基點切入,反而可以更專注、也更靈活的善用手上的資源。

Google 資深硬體副總裁 Rick Osterloh 在 Made by Google 2018 年度發表會中提到:「Google 在消費性硬體產品的設計與 AI 軟體應用的結合上,思考的是如何以『人工智慧』幫助消費者解決日常生活中的問題。」這樣的概念,也值得所有 AI 新創提醒自己,在打造產品時,絕不是埋頭優化 AI 技術而已,別忘了最終目標是了解用戶端的真實回饋,改善消費者的體驗。想想產品解決了什麼問題?創造了什麼價值?

【現在就是創辦 AI Startup 的最好時機,歡迎 AI 創業者加入專為你們服務的 AppWorks Accelerator

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保障用戶隱私權!Privacy Coin 興起,對 Blockchain 新創的啟示?

Jessica Liu, Associate (劉侊縈 / 經理)

負責 Accelerator。3 年渣打銀行數位行銷和產品跨售經歷,讓 Jessica 燃起了對網路世界的熱情,對 RTB 廣告尤其關注。畢業於南加州大學 (USC) 商學系,談到美食和旅行時,眼睛會發亮。

Blockchain 被稱為 Web 3.0、繼社交網路後新一波巨型典範轉移。若 AI 是接下來十年將全面改寫企業情報收集與決策、不可忽視的巨浪,那 Blockchain 帶起的分散式交易網路、去中心化信任體系等新平台,則是現行金融、社會體系將面臨的最大挑戰者,新品種科技巨人幾乎必定會從中誕生。對於創業者來說,沒有比現在搭上 AI、Blockchain 巨浪更好的創業契機。

然而,現行的 Blockchain 發展,仍處於技術快速演進,但尚未出現殺手應用的階段。其中關鍵之一,便是現階段的 Blockchain 應用,在交易速度、去中心化和資訊安全上,尚未出現三者兼顧或平衡的選擇。但是儘管如此,Blockchain 的技術,仍以十倍速演進,每一次推進的過程,都會再淬煉出一些新元素,為新創企業開啟新的機會窗口。

近年興起的「匿名幣」(Privacy Coin),便是讓 Blockchain 持續進化的一股力量,企圖創造出更多元的應用場景,背後的理念與前景,很值得投身 Blockchain 領域的新創關注。(歡迎收看我與 AppWorks 分析師曾意晴主持的 AppWorks Blockchain Series 之 Privacy Coin 專輯)

2008 年,中本聰發表的 Bitcoin 白皮書的副標題為「一個點對點的電子現金系統」,意思是使得個人之間,收付款不需經過任何中間金融機構變得可行 (allow individuals to send and receive payments without involving any intermediary financial institutions)。這勾勒出 Bitcoin 的中心思想:用分散式帳本和密碼學等,發展出無需政府或任何機構監管,即可執行安全、準確地交易行為,將原先屬於政府或金融機構的權利,移轉給普羅大眾。透過 Blockchain 的技術,去中心化將金融系統的交易行為,變得自由、公開、透明,也讓 Bitcoin 成為近年 Blockchain 浪潮的濫觴。

Bitcoin 的公開透明與使用者隱私權的犧牲

然而,公開透明的背後,犧牲的便是使用者對隱私權的掌控。以 Bitcoin 為例,每一個 Bitcoin 的流向,甚至是每一個錢包地址的歷史交易紀錄都清清楚楚在鏈上。雖然錢包地址沒有和個人身份直接掛鉤 (Pseudonymous),Pseudonymous 概念類似化名,僅是不使用法律上的名字 (legal name),藝人藝名或作家筆名都是類似概念,不算是真正的 anonymous (匿名)。儘管是 Pseudonymous,但若有心的話,仍有機會追查到資金流向。

這對於最快擁抱新技術的地下應用場景黃、賭、毒來說,當然不合適。抓準了市場對於隱私、匿名的需求,使得各種 Privacy Coin 快速崛起,且交易量居高不下。

這裡必須強調,匿名幣的需求或交易,並不和「非法」畫上等號。許多商業應用場景,如各商家保護供應鏈資訊,防止競爭對手知道;或是個人財產資訊以防綁架、避免政府濫權使用區塊鏈記錄等。對 Privacy Coin 保障用戶隱私權更容易理解的另一個實例,則是全球最大成人影片平台 Pornhub,便支援某些 Privacy Coin 付款。

Privacy Coin 代表一:Monero (門羅幣)

提到 Privacy Coin,最老牌的便屬門羅幣 (Monero, 代號 XMR) 了。2014 年誕生,是基於 CryptoNote 而發展出的協議。門羅幣 2016 年底,因黑市網站 Alpha Bay 公開採用,市值攀上了 1.85 億美元,前陣子最高一度還到 57 億美元。雖說近日修正到 17 億美元,至今每日交易量,仍能維持前 10 名的水準。

為了使交易達到完全匿名且不可追蹤,門羅主要採用了三種方式:Stealth address 保障收款方、 Ring signature 保障付款方、Ring CT (Ring confidential transaction) 保障交易內容。

Stealth address (隱身地址):門羅幣的交易有多重鑰匙 (multiple keys)。這在只有一個公鑰和一個私鑰的 Bitcoin 和 Ethereum 世界裡,比較難想像。收款方會有 public view key 和 public send key,用這兩支鑰匙生成另一支「一次性」使用的公鑰,再用這一次性的公鑰,產生一次性的公開地址。以第三方角度而言,完全無法將這個公開的地址與收款方連結。

Ring signature (環狀簽名):這其實也不是一個新技術,據說古時候聯名上書時,也是利用環狀簽名來保護發起人的訊息。簡單來說,就是把真實的簽名混入其他簽名之中。舉個開保險箱的例子,如果實際的密碼 (簽名) 是1234,那混入的密碼長相可能會變成 000012348888。如此一來,就沒辦法知道這個 1234 的簽名屬於誰,也保障了付款方的資訊。

Ring CT (環狀機密交易):門羅幣發展初期,交易金額需要先分割成特別的單位數,2017 年後,強制使用 Ring CT,在鏈上隱藏交易金額,進而保障交易內容。

Privacy Coin 代表二:Zcash

另一個關注度極高的 Privacy Coin 則是 Zcash。2016 年發布,是 Bitcoin source code 的變形,也是 PoW (proof of work) 的 coin。雖是後起之秀,但實力完全不可小覷。創辦人 Zooko Wilkox 是密碼學界的資深前輩,團隊的核心成員多來自约翰霍普金斯大學資工系助理教授和博士生,投資人和顧問名單也都大有來頭,包含 DCG、Coinbase 共同創辦人 Fred Ehrsam 和 Ethereum 創辦人 Vitalik Buterin。

Zcash 最特別之處,在於採用了 ZK-SNARKS 的零知識證明方式,來達到匿名效果。ZK-SNARKS 是 zero-knowledge succinct non-interactive arguments of knowledge 的簡稱。零知識證明究竟是什麼?簡單來說,零知識證明是要在不透露任何東西的情況下,可以讓對方百分之百相信。最經典的例子便是阿里巴巴與 40 大盜的洞穴故事,40 大盜不需要知道「芝麻開門」的咒語,只要看到阿里巴巴能讓洞穴的大門打開就行了。在 Zcash 中,這意味礦工知道這一筆交易是有效的,但卻不知道交易的付款方,接收方或任何交易資料,進而達到匿名的結果。傳統的零知識證明須經過多次的測試,才能達到驗證的效果。但 ZK-SNARKS 改善了這個限制,使得運用效率大幅提升,連 Ethereum 也在 2017 年的升級中,帶入 ZK-SNARKS。

Zcash 除了可以進行純匿名交易外,也可進行一般公開透明的交易。因為 Zcash 有兩種地址:透明地址 (transparent addresses, 以 “t” 開頭) 和屏蔽地址 (shielded addresses, 以 “z” 開頭)。必須付款和收款方都使用屏蔽地址,才能達到完全匿名的交易。然而,這樣的交易,所耗費的資源是透明地址的四倍,因此,真正匿名的交易,僅佔總體 Zcash 的交易額 10~15%。但若每筆交易都變成所謂匿名交易 (shielded transaction),  Zcash 也會出現和 bitcoin 一樣擴容 (scalibility) 的問題。

總結

Blockchain 發展仍在早期階段,因此無論通訊協定本身,或是周邊配套設計,還存在著許多不完美。雖說多數 Privacy Coin 在捍衛的是隱私權 (privacy),但不可諱言,不少真實的應用場景極具爭議性。然而隨著越來越多人投身這個領域,新技術的發展,也可以轉化成另一種升級養分,如同 ZK-SNARKS 對 Ethereum 和其他鏈的影響。期望在不久的將來,這些技術,能帶給商業世界更多價值,在這背後,自然會有更多新創誕生與茁壯的契機。

【現在就是創辦 Blockchain Startup 最好的時機,歡迎所有 Blockchain 創業者加入專為你們服務的 AppWorks Accelerator

Photo by Andrew Worley on Unsplash

Why I’m Bullish on Taiwan’s Blockchain Future

Jun Wakabayashi, Analyst (若林純 / 分析師)

Jun is an Analyst covering both AppWorks Accelerator and Greater Southeast Asia. Born and bred in America, Jun brings a wealth of international experience to AppWorks. He spent the last several years before joining AppWorks working for Focus Reports, where he conducted sector-based market research and interviewed high-level government leaders and industry executives across the globe. He’s now lived in 7 countries outside US and Taiwan, while traveling to upwards of 50 for leisure, collectively highlighting his unique propensity for cross-cultural immersion and international business. Jun received his Bachelors in Finance from New York University’s Stern School of Business.

Despite recent declines in crypto prices, it seems like the race to capitalize on—or in most cases keep up with—the blockchain revolution has continued on in full throttle. In 2017, startups raised roughly US$ 5.5bn through initial coin offerings (ICOs), with the first half of 2018 already yielding more than double that volume at US$ 13.6bn, according to Coindesk’s ICO tracker. To put it in perspective, that’s roughly 42% and 30% of the US IPO and venture capital markets in 1H18.

Source:  PwC & Crypto Valley

Countries of all shapes and sizes have responded differently to the crypto craze. Places like Switzerland and Singapore have taken a more progressive approach, having been the first ones to release any sort of definitive regulations supporting crypto. They’re now among the world’s leading ICO hubs. Meanwhile, tiny nations like Gibraltar and Malta have found new claims to fame as blockchain havens, with the latter having successfully wooed the world’s largest crypto exchange Binance to relocate onto their shores.

On the opposite end of the spectrum, countries such as China and South Korea have placed an outright ban on all ICOs, putting on the brakes until the proper frameworks to protect investor interests are fully thought out.

Taiwan currently lies somewhere in between. While Taiwanese decision makers haven’t necessarily embraced the blockchain hysteria wholeheartedly, they’ve recognized that distributed ledger technology can serve as a huge opportunity for reinvigorating the country’s economic growth and innovative clout, but also that the time to do that is now. Early signs from the tone at the top, as well the strong labor force and growing ecosystem all indicate a promising future for Taiwan’s blockchain industry.

A Favorable Stance on Regulation

As it currently stands, Taiwan’s Financial Supervisory Commission (FSC) has not released any detailed guidance regarding their stance on how cryptocurrencies and ICOs should be treated; they have, however, publicly pledged not to regulate against them.

That said, Taiwan’s head honchos don’t plan on simply resting on their laurels either. Recognizing that the industry is evolving much faster than regulators can keep up with and certainly not wanting to miss the boat, government officials have decided instead to establish the Taiwan Crypto Blockchain Self-Regulatory Organization (TCBSRO). Led by “crypto congressman” Jason Hsu, this body essentially comprises of voluntary industry participants that are tasked with setting quality standards and best practices.

So far, 50 companies have registered for the TCBSRO, with several dialogues covering pertinent issues such as KYC/AML and data security having already been carried out with the FSC. Even though the guidelines that are put in place are not enforced by law, they will help establish a “code of conduct” or so to speak that will not only help protect the reputation and credibility of good actors, but also set the stage for more fruitful discussions with decision makers later down the line.

Now, Taiwan hasn’t exactly been known for its loving embrace of new and disruptive technologies, particularly when it comes to financial services. However, the recently enacted Financial Technology Innovations and Experiment Act (aka Sandbox Act) may just help reform that conservative perception. If admitted into fintech sandbox, blockchain and crypto startups, and particularly those looking to conduct ICOs, can operate up to three years without the associated regulatory risks.

Regulations are never an exciting topic, but nothing kills the value of an investment faster than legal uncertainty. In Taiwan’s case, the few but resolute steps they’ve taken send a clear message to blockchain startups worldwide: you are welcome here.

A Robust Talent Pool

Although terms like ICOs, tokens, and cryptocurrencies only really started popping up in our daily vernacular in 2017, the developer community in Taiwan has long been rallying behind the idea of blockchain. In fact, out of the Ethereum Foundation’s 20 core developers globally, five are actually Taiwanese and all have actively participated in the Taiwan Ethereum Meetup.

The wunderkind creator of Ethereum Vitalik Buterin himself has previously applauded the quality and dedication of Taiwan’s dev culture after one of his few visits to Taipei.

Any educated coder can actually transition into a blockchain developer with relative ease. Pre-requisites include solid foundations in programming languages such as Python, JavaScript, and C++, supplemented by a familiarity with things like cryptography and data structures.

Luckily, Taiwan has often been regarded as the region’s hotspot for affordable and high-quality technical talent. Taiwan’s university systems churn out approximately 10,000 computer science grads a year; this is on top of roughly 25,000 annual electrical engineers graduates, truly speaking to the country’s longstanding heritage of semiconductor and hardware manufacturing.

This also leaves aspiring innovators in a pivotal position to capitalize on the growing intersection of hardware and software, specifically as it relates to AIoT, smart city, and Industry 4.0—all conceivable applications for blockchain technology.

It’s no wonder Amazon, Google, IBM, and Microsoft have all announced plans to establish R&D hubs in Taiwan this year.

A Vibrant Community

Tone at the top aside, I was pleasantly surprised to find a robust, albeit niche ecosystem forming around the development of Taiwan’s blockchain industry. The community here has evolved from a few stray enthusiast groups to an entire end-to-end support system, including but not limited to exchanges, accelerators, media, and investors. Naturally, a few local champions have started to surface:

MaiCoin is one of the country’s first digital asset exchanges supporting fiat-to-crypto trading, now boasting 25,000 active users. This year they launched a full service exchange called MAX.

BitoEX is Taiwan’s leading crypto wallet and exchange. Its recent ICO raised US$ 10 million in just five hours, with all 175 million BITO tokens sold to the public in just over 24 hours.

Cobinhood is zero-fee cryptocurrency exchange that also offers ICO underwriting services. The team is now in the works of developing a new blockchain capable of “infinite scalability” called DEXON.

While crypto has largely hogged the spotlight, it’s important to note that startups in Taiwan have been pushing applications that extend far beyond digital currencies. For example, there’s Bitmark for digital asset registration, OwlTing for food traceability and hotel management, and Mithril for decentralized social media.

Early signs of adoption have also started to resonate among some of Taiwan’s age-old institutions. Earlier this year, Fubon Commercial Bank launched a blockchain-powered payments system for retail usage, a first in the country, while Taipei City Government announced its partnership with IOTA to create citizen ID cards built on the foundation’s proprietary Tangle technology.

On the media side, large-scale conferences have done a phenomenal job of highlighting Taiwan’s budding blockchain prowess. The 2018 Asia Blockchain Summit this past July attracted over 2,500 attendees spanning blockchain startups, investors, and opinion leaders from around the world, including the likes of Litecoin founder Charlie Lee and Binance founder Changpeng “CZ” Zhao.

The Best is yet to Come

Even here at AppWorks we’re starting to feel a surging movement. We weren’t really sure what to expect when repositioning our accelerator to focus exclusively on AI & blockchain this year. That said, we were pleasantly surprised by the outcome. Out of the 33 startups that joined our latest batch (AW#17), 13 are working with blockchain, with over half of them hailing from countries outside of Taiwan including the US, Sweden, Austria, Poland, Vietnam, South Africa, Malaysia, and Hong Kong.

Some might wonder what sort of business founders have in flying all the way over to Taiwan to build their startups. Well, simply put? Because they can.

That’s the beauty of blockchain. It’s a market that knows no geographic bounds. It completely democratized the global spotlight and gave a voice to those countries traditionally overlooked for their size and scale.

Now, countries like Taiwan are finding new strides by embracing a technology that others have turned away. This alone will likely leave the island nation in a prime position to build a critical mass of talent, capital, and companies for Taiwan’s blockchain industry to truly thrive moving forward.

If you’re a startup currently or prospectively employing Blockchain, be sure to apply to AW#18—AppWorks Accelerator’s AI & Blockchain only batch. Early Mover Round deadline for applications is Oct-29, 2018.

Photo: Pixabay

不迷信大預算製作,專注幫每位會員找最合拍內容——Netflix 如何用 AI 顛覆娛樂產業?

Annie Su, Analyst (蘇怜媛 / 分析師)

負責投資,表面上是個冷靜理性的金融人,但其實對創業有莫名的熱忱,立志成為台灣網路創業家與資本市場的橋樑。先前於凱基投顧擔任 Research Associate,主要負責產業研究和財務分析。台大財金系畢業,大學時期活躍於創意創業學程、不一樣思考社。

串流影音龍頭 Netflix,正在應用 AI 技術顛覆傳統的娛樂產業,透過個人化推薦,將不同但更適合的內容推送到個別用戶眼前。對 AI 領域的創業者來說,來自 Netflix 最重要的啟示,就是產品與服務未必要是人人追逐的大主流,相反地,讓多元、長尾的內容,為個別用戶帶來最大價值,才是 AI 時代最重要的顛覆力量。

Netflix 的娛樂帝國正在成型。五年來,Netflix 股價大漲十倍,並一度在今年六月市值突破 1,700 億美元,超越 Disney,儘管隨後股價回檔,但成長力道依舊強勁。今年第二季,Netflix 共新增 620 萬用戶,其中 510 萬來自美國以外的海外市場,根據 Cowen 預估,Netflix 海外用戶在 10 年內,將從 2018 年底的 8,360 萬,以每年平均 20% 的速度成長至 2.55 億。

Netflix 影音內容的質量與數量,也在同步提升。今年 Netflix 入圍 112 項艾美獎,首度超越歷年大贏家 HBO 的 108 項,顯示致力於拍攝原創的策略終獲碩果。根據《經濟學人》的報導,Netflix 今年的內容投資將達 120 至 130 億美元,超越任何一家電影公司、電視台 (不含體育頻道),用戶每年可收到 82 部電影 (每年華納兄弟推出 23 部電影,Disney 則為 10 部),正在製作或採購的電視節目則有 700 部,其中包括 100 部劇本和喜劇、數十部紀錄片和兒童劇、脫口秀喜劇,以及無劇本的真人秀和脫口秀節目。

Netflix 拍攝原創內容的標準是什麼?以及,Netflix 又是如何讓觀眾在上千種影音內容中,找到自己喜歡的影片?

重點不是最優質的內容,而是「每小時觀看成本」 

Netflix 的商業模式,奠基於向用戶收取固定月費。對公司來說,最重要的任務就是提供足夠 「優質」的內容滿足用戶需求,這樣用戶便沒有理由離開平台。而作為串流影音服務商,Netflix 並不像傳統電視台,受限於節目表以及每日播放 24 小時,而是能夠提供無限的影音內容供用戶隨時選擇,因此 Netflix 所認定的 「優質」內容,其實是針對個人而言的,因為他們能提供各種類型的內容 (無論大眾或小眾) 給長尾市場。

身為一間位於矽谷的科技公司,Netflix 經常被誤解為運用演算法來決定原創內容,但實際上,在內容創作 Netflix 給予創作者相當大的自由,且時常強調他們並不會根據用戶行為,來影響原創內容的方向,產品長 Ted Sarandos 曾提及「千萬不要沈溺於演算法,過去的資訊,很有可能限制對於未來的想像力。」

大數據與演算法對於 Netflix 來說,是運用在評估某個作品上架後,是否符合成本效益。公司在官方網站上明講:評估內容成效的關鍵指標是 「每小時觀看成本」(cost per hour viewed),亦即 「這個內容是否能在一定的成本內,最大化用戶觀看時數」。由此可見,Netflix 想的並不是 「這個作品是否是最優質的內容」 或 「這個作品是否能吸引最多的觀眾數」,而是 「只要這個作品,能吸引一定數量級的觀眾群,並且符合每小時觀看成本的門檻」。

Netflix 在官網清楚說明挑選影音作品的標準 (圖片來源)

也因此,Netflix 的原創內容其實是相當多元的。從英國女王傳記《王冠》、懸疑驚悚片《怪奇物語》、現代科技反思路線《黑鏡》到青少年霸凌題材《漢娜的遺言》,不管是什麼類型、多少製作成本,只要成本效益指標夠好,都會被 Netflix 認為是適合製作的好內容。也因此,Netflix 製作影集成本的範圍很廣,《王冠》的每集製作成本高達 1,300 萬美元,而《漢娜的遺言》「只有」約 500 萬美元。相對的,一旦不符合 Netflix 的成本效益評估,公司便會決定停止該內容,例如 2017 年中宣告停拍《超感8人組》《布朗克斯:街頭少年音樂夢》,這兩部影集只各拍了兩季與一季。

相較於 Netflix 的長尾策略,其他電視台則較傾向重壓資源在單一內容上,並預期能擄獲所有觀眾的心。HBO 的大製作《冰與火之歌》,號稱在最後一季的每集成本將創新高至 1,500 萬美元 ,另外一個作品《西方極樂園》的每集成本也據稱達到 1,000 萬美元。上述兩部作品,也於今年艾美獎各拿到入圍 22 項與 21 項的好成績,為入圍數最多的前兩名作品,相較之下,Netflix 的 《王冠》 只入圍了 13 項,但可別忘了 Netflix 是總入圍數最多的贏家,其他獎項,則是由另外 40 個作品拿下,證明了 Netflix 投資於各類型題材的模式。

Netflix 的影片推薦系統,讓你可以無腦挑影片

一旦擁有上千種可滿足各類用戶的優質內容,Netflix 另一件重要的任務,便是用更有效率的方式,把適合的內容,推薦給有興趣的人。精準內容推薦並不是一件新奇的事,Amazon、Facebook、Google 都是藉由用戶歷史行為資料,來推薦商品或產出個人化頁面,以優化使用者體驗。但這件事對 Netflix 尤其重要,因為在使用影音串流平台時,用戶並沒有很明確的目的要購買商品或搜尋資訊,大多數的時候,是漫無目的尋找能打發時間的內容,要是 Netflix 無法在短時間內精準推薦用戶喜歡的影片,用戶很容易就被別的平台或傳統電視吸引走。根據 Netflix 2015 年發表的文章,80% 的用戶觀看時數都是靠推薦而來的,也佐證了這一點。

為了滿足口味各異的用戶們,Netflix 一直致力於優化推薦演算法。在過去,Netflix 試圖去預測每個用戶對於每部影片的評價 (分數 1-5),藉此推薦用戶可能有興趣的內容。不過隨著 Netflix 掌握更多用戶行為資料 (包括用戶觀看的內容、使用設備、觀看時間、觀看頻率、觀看地點),現在更以機器學習 (Machine Learning) 來建立推薦演算法,以捕捉更多 rule-based 演算法可能漏掉,但對預測喜好相當有幫助的重要資訊,例如:觀看影片的順序、不同因素之間的交互作用。

讓 Netflix 演算法來推薦最合你胃口的影片內容

有使用 Netflix 的人都知道,Netflix 的首頁是由不同主題的影片列組成的,這些主題選擇、影片挑選、排列順序背後便是由不同的演算法驅動:

  • Personalized Video Ranker, PVR (某類型影片):推薦你喜歡的影片類型
  • Top-N Video Ranker (最佳推薦):推薦你喜歡的影片,和 PVR 的差別在於這邊沒有類型的限制
  • Trending Now (現正熱播):依據當下熱門話題,如聖誕節慶,推薦你喜歡的影片類型
  • Continue Watching (請繼續觀賞):推薦你可能會想繼續觀看的影片
  • Video-Video Similarity (因為您觀賞過 …):推薦用戶可能會想看的類似影片
  • Page Generation:最後,將上述演算法排序出最適合你的的個人化首頁

上面的演算法看似很多種,不過大致上可以歸結為兩類:Content-based filtering 與 Collaborative filtering method。簡單來說,前者是根據影片本身特性,找出類似影片並推薦給用戶,後者則是先找出喜好類似的用戶,藉此判斷 A 可能會喜歡 B 看過的影片。關於詳細的演算法判斷流程,有興趣的人可以參考 CS50 的影片。

AI 演算法除了應用在推薦影片,不知道大家有沒有發現,其實 Netflix 還會依照個人興趣,來客製化電影圖像!就拿《黑色追緝令》這部片來說好了,如果用戶 A 曾看過較多鄔瑪舒曼的電影,則演算法會判斷 A 是鄔瑪舒曼的粉絲,因此會呈現在電影海報上;同理可證,如果 B 用戶是約翰屈伏塔鐵粉且看了很多他過去的作品,那麼演算法當然會用約翰屈伏塔來吸引 B 用戶。

Netflix 連電影圖像都為你客製化 (圖片來源)

擔任 Research and engineering director 的 Justin Basilico 在受 NVIDIA 訪問時提及,公司透過 A/B test 來不斷優化推薦演算法,而由於推薦系統的成效短期內難以衡量,因此 Netflix 鎖定的是長期指標,如:用戶每天觀看時數、某段期間觀看天數。

推薦系統在全球化時遇到的挑戰

由於 Netflix 的服務地區涵蓋 190 個國家,用戶多達 1.3 億,用戶觀看影片的喜好受到各種因素影響,因此在設計推薦系統時,也面臨了許多挑戰

首先,由於某些內容供應商在與 Netflix 談授權時,會限制該影片只能在某地區,或某段期間上架,因此部分國家的用戶無法觀看這些影片,而演算法便會因此判定這些用戶對這些影片沒興趣。又或者是,A 影片的授權期間只有一個月,B 影片的授權期間長達一年,而造成 B 影片的觀看次數較 A 高出很多,此時演算法也會判斷 B 影片的熱門程度較 A 高,以上狀況都會造成演算法誤判用戶的喜好。

另外,Netflix 用戶橫跨這麼多國家,每個地區的文化習俗、語言又不盡相同,因此 Netflix 在設計推薦系統時,也須特別考量到用戶的所在地與熟悉的語言。譬如說,印度用戶可能會較偏好寶萊塢電影。語言方面,由於多數的用戶,可能會偏好觀看自己熟悉語言的電影,因此系統也應該要納入這些因素來設計演算法,但問題是系統並無法取得用戶熟悉哪些語言的資訊,因此只能靠用戶過去觀看行為來判斷。

為此,Netflix 也持續增加推薦演算法考量的因素,包括影片能上架的地區 / 時段、用戶所在地、用戶看過影片的語言,藉此不斷優化推薦演算法的精準度。

總結來說,由於用戶對於觀影這件事通常有獨特偏好,因此即便是後進者,只要能掌握觀眾喜好,都有機會趁勢而起,Netflix 便是靠著許多優質小眾內容,抓住長尾市場而崛起。不過,當各家串流影音業者,例如 Hulu、Apple、Disney 也都狹著雄厚資金與原創內容加入戰局,未來誰將在這場戰役中勝出,目前下定論都過早。

唯一能確定的是,如果影音平台能藉由推薦系統,精準地將內容呈現給最適合的觀眾,必定能大幅提升用戶觀影體驗,如此一來,用戶也就有更大的誘因繼續留在平台上,而不會輕易被新進業者的低價促銷或大製作內容吸引走,這不僅是訂閱制影音平台的護城河,也是在消費性領域投入 AI 創新最重要的原則之一。

【歡迎所有 AI / IoT、Blockchain / DeFi、面向東南亞市場的創業者,加入專為你們服務的 AppWorks Accelerator

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Back to Basics with Email Marketing

Natalie Lin, Analyst (林楓 / 分析師)

Natalie is an Analyst covering AppWorks Accelerator and Greater Southeast Asia. Before joining the team, she worked in the search engine marketing and email marketing teams at Zappos, America’s leading shoes and fashion online retailer, where she primarily focused on KPI management, campaign optimization, and project management. Born in Canada and raised in the Middle East, Natalie returned to Taiwan for high school before moving to the US for college and work. She received her Bachelors of Marketing at Case Western Reserve University in Cleveland, Ohio. Outside of work she likes to read, travel, and play video games.

About a month into AppWorks Accelerator AW#16, one of the startup founders approached me with a problem he was facing.

“My EDM (Electronic Direct Mail) person is leaving my company. Should I continue sending emails out to my customers? I don’t have a lot of time to dedicate to this type of marketing…what are my options?”

To answer his first question, yes. Absolutely. His second question required a deeper dive into the fundamentals of email marketing. In this blog post, I will explain the virtues of implementing an email marketing strategy, how to analyze data from your emails to simplify your marketing strategy, and what actionable takeaways you can use to create value for your customers through email marketing.

Why Email?

Email marketing is known as a way to improve your retention rate and increase the LTV of your customers. I experienced this first-hand in my email marketing role previously at Zappos, a subsidiary of Amazon and a leading online retailer of shoes and clothing. This marketing channel was strategically focused on the retention of existing customers for the company. When I asked the founder who posed the aforementioned question if his competitors were sending emails to their customers, what do you think his answer was? By implementing a deliberate email marketing strategy, you’re creating value for your customers in the long-run by offering relevant content instead of being seen as a platform for one-time use.

One of the most important KPIs for any business to measure is ROI (return on investment). How much bang can you get for every buck you spend? Compared to some other marketing channels that require you to invest a lot of your time and money, email marketing has for years generated the highest ROI, aptly dubbed the “king of the digital mountain.” Not only is sending emails incredibly cheap but it is also estimated that for every dollar spent on email marketing, there is a US$ 44 return to be had.

As more and more of the world’s population make the move online, email’s influence will continue to grow. Almost 46% of the world’s population are active internet users and one of the first things any digital user needs is an email account. Progressively, websites are requiring users to sign up and login with email accounts for access to content and services. With emails being completely free to create, email accounts are expected to grow at a faster rate than internet users worldwide as many users have multiple email accounts for different needs, so the market is only expected to grow over time.

Be that as it may, not every startup needs an email marketing strategy. Perhaps you’re still in the very early stages of your startup. You’re swamped with building an MVP, your SEO needs work, or you don’t have any customers yet. Acquisition of new customers may be more important than retention efforts. It wouldn’t make sense to spend time sending emails to your (lack of) customers. One day though, you’ll start focusing on building a, hopefully, life-long relationship with your customers. It will be worth your time to start thinking about what to do when that moment comes.

A “How To” Guide to Email Marketing

You either have never tried sending emails out to your customers or you already have some data you can use to improve your email marketing strategy. If the former, there are a multitude of blogs and articles that can help you get started. As mentioned above, email platforms won’t put a strain on your budget as there are many that offer free or affordable email services to use, such as MailChimp, Amazon SES (Simple Email Service), and even one of our own alumni NewsLeopard (AW#4). For this particular case, the founder was using MailChimp, which had a pretty good UI but had some reporting features missing that I would have liked to use. I’d like to add that one specific advantage to using a startup email service such as NewsLeopard is that they are more flexible with pricing if that’s a big concern of yours and can customize services and features to your needs. So for beginners, we highly recommend NewsLeopard.

Before you begin any sort of marketing campaign, you need to determine how you’ll measure the success of your campaigns. What KPIs should you look out for? Which KPIs do you need to focus your efforts on? While these questions sound similar, they are actually quite different from one another. Take a look at some of the important ones related to email marketing campaigns.

For optimization, you mainly want to focus your efforts on improving your open rate and your CTR (click-through rate).

Open rate = the number of times a user opens your email in their inbox.

Your open rate will tell you two things. The first is how well you’re managing your email lists. Not all your customers are the same. Some might come to your site and but not purchase anything. Some may only purchase once and are unlikely to return. Your favorites will probably come back again and again to buy your products or use your services. Therefore, you’ll want to organize your email lists accordingly. If you have the time to dedicate to this, you may want to create different email campaigns depending on what type of customer you’re targeting. If you don’t, my suggestion is to focus on the ones that are engaging with your emails – they’re more likely to benefit from your future emails.

The second thing that open rates tell you is how engaging your subject line is. Obscure or unrelated subject lines will only confuse your customer – you have one chance to get them to click into and read your email. When the founder approached me with his campaigns, I took a look at his subject lines and the accompanying open rates and came up with the following suggestions:

If you have the time, you should test out what types of subject lines work best for you. After some time collecting data, pull a report of all your campaigns (include subject lines as a column) and sort by open rate. It will give you a high-level overview on which subject lines work and which don’t.

CTR (click-through rate) = the number of times a user clicks on a link in your email

Your CTR can tell you a number of different things: how compelling are your images and do you even need them? How coherent is the format/design/structure? How engaging is the message? How relevant is the content? Does the length of the email matter? Depending on your business, you’ll get various answers to these questions, and the only way to find the answers is to test out different strategies of building an email. After looking through the founder’s email campaigns, I realized there were some tests that can be performed to improve CTR:

  • Images vs. text: a well-known media company, theSkimm, is a subscription-only newsletter that sends out text emails of news stories that are intended to be simple and easy to read. Maybe your customers are looking for something minimalistic and straightforward. If your business doesn’t benefit from the power of images, this might be a good test to run.
  • Formats: let’s say images are helpful for your customers. You can test out the types of hero images to use (the main image at the top of a section in the email). You can test out whether tiles or banners work. What colors do your customers respond to? If you work on SEO, it’s similar to how you would think about structuring your website. A quick tip: clear text is vital. Extravagant backgrounds that drown out your text will only confuse your customers.
  • Messaging and CTAs: what kind of content will engage your customers? Depending on your overall marketing strategy, are they looking for something short and sweet, or do they want you to write more personal thoughts like a blog? If you have multiple CTAs, you can also dig deeper and see what content your customers are clicking on. If they are scrolling all the way to the bottom to click on certain links, you could start putting those links at the top of your next email.
  • Timing: when is the best time to send an email during the day and during the week? Consider time zone differences, especially when you’re in the US and have to find an optimal time for both east coast and west coast customers. Are your customers checking their email during work hours or on the weekends? Also for holiday promotions, creating a calendar schedule will be helpful; instead of sending a Mother’s Day promotional email the day of, send one a week before so your customers have time to shop.

If you have the time, you should definitely test out what works in the content of your email and what performs poorly. In the same report you pull for open rate, sort by CTR instead and dig into your emails that have high CTRs and compare them with the ones that have a low CTR. The quality of the traffic you’re driving to your site will depend on your CTR.

There are so many resources out there that will help you identify what you can test to improve open rates and CTR. There are also some other KPIs that you should keep in mind, although you don’t necessarily need to optimize for them because open rate and CTR should be able to give you enough information to explain these other metrics.

Conversions = the number of actions/orders a customer has taken/placed on your site.

This one is obviously important in many ways, as you want to make sure you have a good return for all the effort you’re putting into creating emails. Keep an eye out for what types of emails are driving conversions however email marketing is not just about getting your customers to buy. It is about building a relationship with them so if your email is still engaging and useful but doesn’t lead to sales, it can still be considered a win.

Unsubscribes = this is pretty self-explanatory.

Decreasing unsubscribes is not necessarily a good optimization strategy because customers unsubscribe for all sorts of reasons but it’s a good metric to pay attention to for signals on what’s working and more importantly, what’s not. You’ll notice around the holidays your unsubscribes will increase; everyone is sending emails then and your customers might be unsubscribing en masse. Don’t take it personally.

Again, go back to open rates and CTR. Those metrics will help you identify the strengths and weaknesses of your email marketing strategy. Using the metrics I mentioned above, I was able to give some actionable takeaways to the founder and some advice on how to simplify his email marketing strategy so that he can continue to engage with his customers through email.

What’s next?

The most important takeaway from this post is a reminder that using data to drive decision-making can result in high ROI and a better relationship with your customers. Remember to test and look at the performance results of your tests. In the end, you’ll find that email marketing is an effective, easy, and affordable method to develop customer loyalty and increase sales. If you ever have any specific questions about your email marketing strategy, please don’t hesitate to shoot me an email!

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