Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

Prevodilac: Lana Pepic Lektor: Maja Budišin Lukin

So if I was to ask you

Ako bih vas pitao

what the connection between

koja je veza između

a bottle of Tide detergent and sweat was,

boce Tajd deterdženta i znoja,

you'd probably think that's the easiest question

verovatno biste pomislili da je to najlakše pitanje

that you're going to be asked in Edinburgh all week.

koje bi vam postavili ovde u Edinburgu.

But if I was to say that they're both examples

Ali ako bih vam rekao da su oba primeri

of alternative or new forms of currency

alternativnih ili novih oblika valute

in a hyperconnected, data-driven global economy,

u hiperpovezanoj, podacima vođenoj globalnoj ekonomiji,

you'd probably think I was a little bit bonkers.

verovatno biste pomislili da sam pomalo lud.

But trust me, I work in advertising.

Ali verujte mi, radim u oglašavanju.

(Laughter)

(Smeh)

And I am going to tell you the answer,

I reći ću vam odgovor,

but obviously after this short break.

ali očigledno nakon ove kratke pauze.

So a more challenging question is one

Na malo složenije pitanje,

that I was asked, actually, by one of our writers

koje mi je postavio jedan naš pisac

a couple of weeks ago, and I didn't know the answer:

pre par nedelja: "Koja je najefikasnija

What's the world's best performing currency?

svetska valuta?", nisam znao odgovor.

To je, u stvari, bitkoin.

It's actually Bitcoin.

Now, for those of you who may not be familiar,

Za vas koji niste upoznati s tim,

bitkoin je kriptovaluta, virtuelna valuta, sintetička valuta.

Bitcoin is a crypto-currency, a virtual currency, synthetic currency.

It was founded in 2008 by this anonymous programmer

Osnovao ga je 2008. godine anonimni programer

using a pseudonym Satoshi Nakamoto.

pod pseudonimom Satoši Nakamoto.

No one knows who or what he is.

Niko ne zna ko ili šta je on.

He's almost like the Banksy of the Internet.

On je skoro kao internet Banksi.

And I'm probably not going to do it proper service here,

I verovatno to neću dobro predstaviti ovde,

but my interpretation of how it works is that

ali moja predstava je da to funkcioniše tako

što se bitkoin novčići izdaju kroz proces rudarenja.

Bitcoins are released through this process of mining.

So there's a network of computers that are challenged

Postoji mreža računara koji treba

to solve a very complex mathematical problem

da reše veoma kompleksan matematički problem

and the person that manages to solve it first gets the Bitcoins.

i osoba koja ga prva reši dobije bitkoine.

And the Bitcoins are released,

Novčići se izdaju,

they're put into a public ledger called the Blockchain,

stave ih u javni zapis koji se zove Blok-lanac (Blockchain)

and then they float, so they become a currency,

i onda oni plutaju, pa postaju potpuno

and completely decentralized, that's the sort of

decentralizovana valuta, na taj način

scary thing about this, which is why it's so popular.

je to strašna stvar, a zbog toga je i tako popularan.

So it's not run by the authorities or the state.

Tako da njime ne upravljaju vlasti ili država.

It's actually managed by the network.

Njime u stvari upravlja mreža.

And the reason that it's proved very successful

Pokazao se veoma uspešnim

is it's private, it's anonymous, it's fast, and it's cheap.

jer je privatan, anoniman, brz i jeftin.

And you do get to the point where there's some wild fluctuations with Bitcoin.

I dođete do tačke kada nastaju divlje fluktuacije sa bitkoinom.

So in one level it went from something like 13 dollars

Na jednom nivou je otišao od recimo 13 dolara

to 266, literally in the space of four months,

do 266, doslovno za četiri meseca,

and then crashed and lost half of its value in six hours.

a onda se srušio i izgubio pola svoje vrednosti za šest časova.

I trenutno je oko

And it's currently around that kind of

110 dollar mark in value.

oznake od 110 dolara vrednosti.

But what it does show is that it's sort of gaining ground,

Ali ono što pokazuje je da se nekako stabilizuje,

it's gaining respectability.

dobija ugled.

You get services, like Reddit and Wordpress

Imate servise, kao Redit i Vordpres

are actually accepting Bitcoin as a payment currency now.

koji sada prihvataju bitkoin kao platnu valutu.

And that's showing you that people

To vam pokazuje da ljudi

are actually placing trust in technology,

u stvari dobijaju poverenje u tehnologiju

and it's started to trump and disrupt

što je počelo da iscrpljuje, remeti

and interrogate traditional institutions

i dovodi u pitanje tradicionalne institucije

and how we think about currencies and money.

i način na koji razmišljamo o valutama i novcu.

And that's not surprising, if you think about

To nije iznenađujuće, ako razmišljate

the basket case that is the E.U.

propalom slučaju kao što je EU.

I think there was a Gallup survey out recently

Mislim da je nedavno izašlo Galupovo istraživanje

that said something like, in America,

koje je poručilo nešto kao da je, u Americi,

trust in banks is at an all-time low, it's something like 21 percent.

poverenje u banke na najnižem nivou, nešto kao 21%.

And you can see here some photographs from London

Ovde možete videti neke fotografije iz Londona

where Barclays sponsored the city bike scheme,

gde je banka Barclays sponzorisala gradsku biciklističku šemu

and some activists have done some nice piece

i neki aktivisti su uradili jedan lep komad

of guerrilla marketing here and doctored the slogans.

gerila marketinga i prepravili slogane.

"Sub-prime pedaling." "Barclays takes you for a ride."

"Drugorazredno okretanje pedala." "Barclays vas voza."

These are the more polite ones I could share with you today.

Ovo su oni malo pristojniji koje sam danas mogao podeliti sa vama.

But you get the gist, so people have really started

Ali shvatate suštinu, ljudi su zaista počeli

da nekako gube veru u institucije.

to sort of lose faith in institutions.

There's a P.R. company called Edelman,

Postoji PR kompanija koja se zove Edelman,

they do this very interesting survey every year

oni prave jednu zanimljivu anketu svake godine,

precisely around trust and what people are thinking.

o poverenju i šta ljudi misle.

And this is a global survey, so these numbers are global.

To je globalno ispitivanje, pa su i brojevi globalni.

And what's interesting is that you can see that

I zanimljivo je da vidite da

se hijerarhija pomalo klima

hierarchy is having a bit of a wobble,

and it's all about heterarchical now,

i da se sad radi o heterarhičnom,

so people trust people like themselves more

pa ljudi više veruju sebi sličnim

than they trust corporations and governments.

nego što veruju korporacijama i vladama.

And if you look at these figures for the more developed markets

I ako pogledate brojeve za razvijenija tržišta

like U.K., Germany, and so on, they're actually much lower.

kao što su UK, Nemačka itd., mnogo su niži.

And I find that sort of scary.

I to mi se čini zastrašujućim.

People are actually trusting businesspeople

Ljudi zapravo veruju poslovnim ljudima

više nego što veruju vladama i vođama.

more than they're trusting governments and leaders.

So what's starting to happen, if you think about money,

I šta počinje da se dešava, ako mislite o novcu,

if you sort of boil money down to an essence,

ako ga nekako svedete na suštinu,

it is literally just an expression of value, an agreed value.

on je doslovno izraz vrednosti, dogovorene vrednosti.

So what's happening now, in the digital age,

A sada u digitalnom dobu,

možemo kvantifikovati vrednost na mnogo različitih načina

is that we can quantify value in lots of different ways

and do it more easily,

i to lakše,

and sometimes the way that we quantify those values,

pa nas ponekad način na koji određujemo te vrednosti,

it makes it much easier

dovede do mnogo lakšeg

to create new forms and valid forms of currency.

stvaranja novih i važećih oblika valute.

In that context, you can see that networks like Bitcoin

U tom kontekstu mreže poput bitkoina

suddenly start to make a bit more sense.

odjednom počinju dobijati malo više smisla.

So if you think we're starting to question

Ako mislite da dovodimo u pitanje,

and disrupt and interrogate what money means,

remetimo i ispitujemo šta novac znači,

what our relationship with it is, what defines money,

koja je naša veza s njim, šta ga definiše,

then the ultimate extension of that is,

onda je ultimativni produžetak toga

is there a reason for the government to be in charge

da li postoji razlog što je vlada još uvek zadužena

of money anymore?

za novac?

So obviously I'm looking at this through a marketing prism,

Naravno, ja to posmatram kroz marketinšku prizmu,

iz perspektive brenda,

so from a brand perspective,

brands literally stand or fall on their reputations.

brendovi doslovno ustraju ili gube reputaciju.

And if you think about it, reputation has now become a currency.

I ako razmislite o tome, reputacija je sada postala valuta.

You know, reputations are built on trust,

Znate da su reputacije izgrađene na poverenju,

consistency, transparency.

ustrajnosti, transparentnosti.

So if you've actually decided that you trust a brand,

Pa ako ste odlučili da verujete nekom brendu,

you want a relationship, you want to engage with the brand,

želite vezu, da sarađujete s brendom,

you're already kind of participating in lots of new forms

već time na neki način učestvujete u mnogo

of currency.

novih oblika valute.

So you think about loyalty.

Zato razmislite o odanosti.

Loyalty essentially is a micro-economy.

Odanost je u suštini mikroekonomija.

You think about rewards schemes, air miles.

Mislite o šemama nagrada, vazdušnim miljama.

The Economist said a few years ago that

U Ekonomistu je pre nekoliko godina pisalo

there are actually more unredeemed air miles in the world

da zapravo postoji više neiskorišćenih vazdušnih milja u svetu

than there are dollar bills in circulation.

nego što ima dolarskih novčanica u opticaju.

You know, when you are standing in line in Starbucks,

Kada stojite u redu u Starbaksu,

30 percent of transactions in Starbucks on any one day

30% dnevnih transakcija Starbaksa

are actually being made with Starbucks Star points.

se u stvari ostvari pomoću tzv. Starbaks Star poena.

So that's a sort of Starbucks currency

To je neka vrsta valute Starbaksa

staying within its ecosystem.

koja ostaje u njihovom ekosistemu.

And what I find interesting is that Amazon

Zanimljivo mi je da je Amazon

has recently launched Amazon coins.

nedavno lansirao Amazon novčiće.

So admittedly it's a currency at the moment that's purely for the Kindle.

Doduše, to je trenutno valuta koja je samo za Kindle.

So you can buy apps and make purchases within those apps,

Tako da možete kupovati aplikacije i dokupljivati unutar tih aplikacija,

but you think about Amazon,

ali razmislite o Amazonu,

you look at the trust barometer that I showed you

osvrnite se na barometar poverenja koji sam vam pokazao

where people are starting to trust businesses,

gde ljudi počinju da veruju preduzećima,

especially businesses that they believe in and trust

posebno preduzećima u koja i kojima veruju,

više nego vladama.

more than governments.

So suddenly, you start thinking,

I odjednom, počnete razmišljati,

well Amazon potentially could push this.

pa Amazon bi mogao ovo progurati.

It could become a natural extension,

Prirodni nastavak toga bi moglo postati

that as well as buying stuff --

kupovanje i ostalih stvari -

van granica Kindla - mogli biste kupovati knjige, muziku,

take it out of the Kindle -- you could buy books, music,

real-life products, appliances and goods and so on.

stvarne proizvode, aparate, robu itd.

And suddenly you're getting Amazon, as a brand,

I odjednom imate Amazon koji se, kao brend,

is going head to head with the Federal Reserve

takmiči sa Federalnom rezervom

in terms of how you want to spend your money,

u pogledu toga kako želite da trošite svoj novac,

what money is, what constitutes money.

šta je novac, šta ga sačinjava.

And I'll get you back to Tide, the detergent now,

I sad ću vas vratiti na deterdžent Tajd,

as I promised.

kao što sam obećao.

This is a fantastic article I came across in New York Magazine,

Ovo je fantastičan članak na koji sam naišao u Njujork magazinu,

where it was saying that drug users across America

gde je rečeno da korisnici droge širom Amerike

are actually purchasing drugs

u stvari kupuju drogu

with bottles of Tide detergent.

bocama Tajd deterdženta.

So they're going into convenience stores,

Oni iz prodavnica

stealing Tide,

kradu Tajd,

and a $20 bottle of Tide

a boca Tajda od 20 dolara

is equal to 10 dollars of crack cocaine or weed.

jednaka je krek kokainu ili travi od 10 dolara.

And what they're saying, so some criminologists

I šta oni kažu, dakle neki kriminolozi

have looked at this and they're saying, well, okay,

su pogledali ovo i kažu da se

Tajd kao proizvod prodaje vrhunski.

Tide as a product sells at a premium.

It's 50 percent above the category average.

Za 50% više od proseka te kategorije.

It's infused with a very complex cocktail of chemicals,

Sastoji se iz veoma složenog koktela hemikalija,

so it smells very luxurious and very distinctive,

tako da miriše veoma luksuzno i karakteristično

and, being a Procter and Gamble brand,

i budući da je to Procter and Gamble brend,

it's been supported by a lot of mass media advertising.

podupire ga veliki marketing u masovnim medijima.

So what they're saying is that drug users are consumers too,

Oni govore da su korisnici droge takođe potrošači,

so they have this in their neural pathways.

tako ga oni imaju u svojim nervnim putevima.

When they spot Tide, there's a shortcut.

Kada primete Tajd, to im je prečica.

They say, that is trust. I trust that. That's quality.

Kažu da je to poverenje. Ja verujem u to. To je kvalitet.

So it becomes this unit of currency,

Tako da to postaje jedinica valute,

which the New York Magazine described

koju je Njujork magazin opisao

as a very oddly loyal crime wave, brand-loyal crime wave,

kao nastrano odan kriminalni talas, odan brendu kriminalni talas,

and criminals are actually calling Tide "liquid gold."

a kriminalci zapravo nazivaju Tajd tečnim zlatom.

Now, what I thought was funny was the reaction

Bila mi je smešna reakcija

glasnogovornika P&G-ja.

from the P&G spokesperson.

They said, obviously tried to dissociate themselves from drugs,

Rekli su, očigledno pokušavajući da se distanciraju od droge,

ali je rečeno: "To me podseća na jednu stvar

but said, "It reminds me of one thing

and that's the value of the brand has stayed consistent." (Laughter)

a to je da je vrednost brenda ostala konzistentna." (Smeh)

Which backs up my point and shows he didn't even

Što podržava moju tvrdnju i pokazuje da se on nije ni

break a sweat when he said that.

oznojio kada je to rekao.

So that brings me back to the connection with sweat.

I to me dovodi do veze sa znojem.

In Mexico, Nike has run a campaign recently

U Meksiku je Najki nedavno pokrenuo kampanju

called, literally, Bid Your Sweat.

koja se doslovno zove "Ponudi svoj znoj"

So you think about,

Razmislite o tome,

these Nike shoes have got sensors in them,

ove Najki patike imaju senzore

or you're using a Nike FuelBand

ili koristite Najki narukvicu

koja u suštini prati vaše kretanje, energiju,

that basically tracks your movement, your energy,

your calorie consumption.

potrošnju kalorija.

And what's happening here, this is where you've actually

Ovde se dešava to da ste zapravo

elected to join that Nike community. You've bought into it.

izabrani da se pridružite toj Najki zajednici. Učlanili ste se.

They're not advertising loud messages at you,

Ne reklamiraju se glasnim porukama

and that's where advertising has started to shift now

i tako se sada reklamiranje počelo menjati

is into things like services, tools and applications.

u nešto kao što su servisi, alati i aplikacije.

So Nike is literally acting as a well-being partner,

Najki se doslovno ponaša kao dobronameran partner,

a health and fitness partner and service provider.

zdravstveni, fitnes partner i pružalac usluga.

So what happens with this is they're saying, "Right,

I dešava se da oni govore: "Dobro,

you have a data dashboard. We know how far you've run,

imate komandnu tablu. Znamo koliko daleko ste trčali,

how far you've moved, what your calorie intake, all that sort of stuff.

kretali se, uneli kalorija i sl.

What you can do is, the more you run, the more points you get,

Ono što možete učiniti je da, što više trčite, tim više poena dobijete,

and we have an auction where you can buy Nike stuff

a mi imamo aukcije na kojima možete kupiti Najki stvari

but only by proving that you've actually used the product to do stuff."

ali samo ako ste dokazali da ste proizvod aktivno koristili."

And you can't come into this. This is purely

I ne možete prodreti u ovo. Ovo je samo

for the community that are sweating

za zajednicu koja se znoji

using Nike products. You can't buy stuff with pesos.

koristeći Najki proizvode. Ne možete kupiti stvari pesosima.

This is literally a closed environment, a closed auction space.

Ovo je doslovno zatvorena sredina, zatvoren aukcijski prostor.

In Africa, you know, airtime has become

U Africi je vreme emitovanja doslovno postalo

literally a currency in its own right.

valuta sama po sebi.

People are used to, because mobile is king,

Ljudi su navikli, jer su mobilni glavni,

they're very, very used to transferring money,

veoma su navikli da prebacuju novac,

making payments via mobile.

vrše uplate preko mobilnog.

And one of my favorite examples from a brand perspective

Jedan od mojih omiljenih primera iz perspektive brenda

going on is Vodafone, where, in Egypt,

koji se odvija je Vodafone u Egiptu,

lots of people make purchases in markets

gde mnogo ljudi kupuje na pijacama

and very small independent stores.

i u malim nezavisnim prodavnicama.

Loose change, small change is a real problem,

Sitniš, mali kusur je pravi problem

and what tends to happen is you buy a bunch of stuff,

i dešava se da kupite brdo stvari,

duguju vam, recimo,

you're due, say,

10 centi, 20 centi kusura.

10 cents, 20 cents in change.

The shopkeepers tend to give you things like an onion

Prodavci vam daju stvari kao što je luk,

or an aspirin, or a piece of gum,

aspirin ili komad žvake,

because they don't have small change.

jer nemaju sitni kusur.

So when Vodafone came in and saw this problem,

I kada je Vodafone video ovaj problem,

this consumer pain point, they created

trn u oku potrošača, napravili su

some small change which they call Fakka,

sitni kusur koji nazivaju Fakka,

which literally sits and is given

koji se doslovno uklapa i daju ga

by the shopkeepers to people,

prodavci kupcima

and it's credit that goes straight onto their mobile phone.

i taj kredit ide direktno na njihove mobilne telefone.

So this currency becomes credit, which again,

Tako da ova valuta postaje kredit, što je opet

is really, really interesting.

veoma zanimljivo.

And we did a survey that backs up the fact that,

Mi smo pravili istraživanje koje potkrepljuje činjenicu da,

you know, 45 percent of people

45% ljudi

in this very crucial demographic in the U.S.

demografski veoma važnih u SAD-u

were saying that they're comfortable using

kaže da im ne smeta korišćenje

an independent or branded currency.

nezavisne ili brendirane valute.

So that's getting really interesting here,

To ovde postaje jako zanimljivo

i veoma dinamično.

a really interesting dynamic going on.

And you think, corporations

I pomislite, korporacije

should start taking their assets and thinking of them

bi mogle početi o svojim prednostima da razmišljaju

in a different way and trading them.

na drugi način i da trguju njima.

And you think, is it much of a leap?

Mislite, da li je to veliki korak?

It seems farfetched, but when you think about it,

Čini se prevelikim korakom, ali kada razmislite o tome,

in America in 1860,

u Americi je, 1860. godine,

there were 1,600 corporations issuing banknotes.

bilo 1.600 korporacija koje su izdavale novčanice.

There were 8,000 kinds of notes in America.

Bilo je 8.000 vrsta novčanica u Americi.

And the only thing that stopped that,

I jedino što je to zaustavilo,

the government controlled four percent of the supply,

vlada je kontrolisala 4% snabdevanja,

and the only thing that stopped it

i jedino što je to zaustavilo

bilo je izbijanje Građanskog rata

was the Civil War breaking out,

and the government suddenly wanted to take control of the money.

i onda je vlada odjednom poželela da ima kontrolu nad novcem.

So government, money, war, nothing changes there, then.

Tako da što se tiče vlade, novca, rata, ništa se tu ne menja.

So what I'm going to ask is, basically,

Uglavnom, postaviću pitanje:

is history repeating itself?

da li se istorija ponavlja?

Is technology making paper money feel outmoded?

Da li tehnologija čini papirni novac staromodnim?

Are we decoupling money from the government?

Da li odvajamo novac od vlade?

You know, you think about, brands are starting to fill the gaps.

Razmislite o tome, brendovi počinju da popunjavaju praznine.

Corporations are filling gaps that governments can't afford to fill.

Korporacije popunjavaju praznine koje vlade ne mogu priuštiti da popune.

So I think, you know, will we be standing on stage

Zato se ja pitam da li ćemo stajati na bini

buying a coffee -- organic, fair trade coffee -- next year

kupujući kafu - organsku, kafu iz fer trgovine - sledeće godine

using TED florins or TED shillings?

koristeći TED florinu ili TED šilinge?

Thank you very much.

Hvala puno.

(Applause)

(Aplauz)

Thank you. (Applause)

Hvala vam. (Aplauz)