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Brave. Curious. Minds.
I AM SCOTT
@thescott
Brave. Curious. Minds.
Curator. Specialist generalist. Director of Experience Labs @ Quirk.
Brave. Curious. Minds.
THE FUTURE CONSUMER REALITY
Brave. Curious. Minds.
Brave. Curious. Minds.
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
Connectivity
Hardware: Devices & Tech
Software: Platforms, OS & Ecosystems
The Experience
Consumer Behaviour
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
Connectivity
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
CHEAPER
FASTER EVERYWHERE
Brave. Curious. Minds.
CHEAPER
FASTER EVERYWHERE
ALL THE SIGNS ARE THERE
Brave. Curious. Minds.
ACCESS (EVERYWHERE)
Iridium OpenPort Broadband Service. The Iridium OpenPort broadband service is powered by the world’s largest and only truly global commercial communication network, providing pole-to-pole coverage for ships at sea.
Brave. Curious. Minds.
ACCESS (EVERYWHERE)
Iridium OpenPort Broadband Service. The Iridium OpenPort broadband service is powered by the world’s largest and only truly global commercial communication network, providing pole-to-pole coverage for ships at sea.
SPEED (super fast)
South Korean Telecom: LTE-Advanced. Recently launched LTE-A network (signing up 10k subscribers / day) promises speeds of 150Mbps. Downloading 800Mb in 6s. A full length Blu-ray movie would take approximately 3mins to download.
Brave. Curious. Minds.
ACCESS (EVERYWHERE)
Iridium OpenPort Broadband Service. The Iridium OpenPort broadband service is powered by the world’s largest and only truly global commercial communication network, providing pole-to-pole coverage for ships at sea.
SPEED (super fast)
South Korean Telecom: LTE-Advanced. Recently launched LTE-A network (signing up 10k subscribers / day) promises speeds of 150Mbps. Downloading 800Mb in 6s. A full length Blu-ray movie would take approximately 3mins to download.
PRICE (TOWARDS FREE)
Broadband prices decreasing globally. Three years ago, the world’s average price for fixed broadband was 115% of Gross National Income per capita, and now it is down to 40%. (http://royal.pingdom.com/2013/03/12/broadband-prices/)
Brave. Curious. Minds.
Hardware: Devices & Tech
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
MOBILE, A CATALYST FOR
WIDESPREAD BEHAVIOUR
CHANGE. Spot the difference:
The appointment of a new pope.
Brave. Curious. Minds.
MOBILE > THE PHONE SURFACES / SCREENS / DIGITAL EXPERIENCES
THAT AREN’T FIXED IN LOCATION.
Brave. Curious. Minds.
POWERFUL PERSONAL PERVASIVE
MOBILE TECHNOLOGY
TRENDS
3
Brave. Curious. Minds.
DEVICE PROCESSOR SPEED
Pentium 486 (early 90’s) Up to 100MHz
iPHONE 1st Generation (‘07) 412MHz
iPHONE 5 (‘12)
1000MHz Dual core (2 x processors)
POWERFUL CAPABILITIES
Brave. Curious. Minds.
POWERFUL CAPABILITIES
Samsung Galaxy S4
Brave. Curious. Minds.
POWERFUL CAPABILITIES
1080p HD video 13 Megapixel photos
Brave. Curious. Minds.
POWERFUL CAPABILITIES
http://www.kpcb.com/insights/2013-internet-trends
Brave. Curious. Minds.
POWERFUL CAPABILITIES
http://www.kpcb.com/insights/2013-internet-trends
Brave. Curious. Minds.
POWERFUL CAPABILITIES
Gesture
Proximity
Gyro
Accelerometer
Geomagnetic
Temp / Humidity
Barometer
Hall
Light
PACKED WITH SENSORS
Brave. Curious. Minds.
THE WEARABLE TECH ERA IS HERE..
PERSONAL
Google Glass
Apple iWatch concept
Brave. Curious. Minds.
THE INTERNET OF THINGS
(CONNECTED OBJECTS)
PERVASIVE
Brave. Curious. Minds.
THE INTERNET OF THINGS
PERVASIVE
“We’re moving to a world in which every device generates useful data,
in which every action creates ‘information shadows’ on the net.”
Tim O'Reilly • Founder of O'Reilly Media • Supporter of the free software
and open source movements.
Brave. Curious. Minds.
ACTION
Events triggered either by objects or by
people.
REPORT
Display processed
information for people to use.
THE ANATOMY OF CONNECTED OBJECTS
EVENT
Any happening in the physical world that has been identified to be observed
SENSOR
Hardware that detects events and converts them into an
electrical signal.
Detection may be binary or it
may measure a physical quantity
LOGGING
The registering or recording of
the data collected by sensor(s).
UPLOAD
Logged data is transferred to
the servers and saved for later
use.
ANALYSIS
Individual and aggregate data is analysed by
algorithms generating
information and knowledge.
PERVASIVE
Brave. Curious. Minds.
#CHEAPTECH
NFC Stickers @ R2ea. An NFC tag is a small passive (no battery) device which contains a tiny microchip with an antenna attached. When scanned by an NFC reader, typically a mobile phone, it transfers information such as a web address, text or command. The data can be locked onto the tag so that it cannot be changed once set.
$7 $45 $15 Light Motion Temperature
PERVASIVE
Brave. Curious. Minds.
Software: Platforms, OS & Ecosystems
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
LEVERAGE SCALE TO DIVERSIFY BUILD ECOSYSTEMS THAT CREATE VALUE
Brave. Curious. Minds.
LEVERAGE SCALE TO DIVERSIFY
From books to Internet infrastructure
Brave. Curious. Minds.
BUILD ECOSYSTEMS THAT CREATE VALUE
FROM SHOES AND APPAREL TO TECHNOLOGICAL
INNOVATOR
Nike’s mission: To bring inspiration and innovation to every athlete* in the world.
*"If you have a body, you are an athlete.”
Brave. Curious. Minds.
BUILD ECOSYSTEMS THAT CREATE VALUE
NIKE+ connecting a set of Nike products and experiences in a central space.
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
Being an engine on top of which individuals and businesses create.
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
3 AREAS Of growth
1. DEVELOPER NETWORKS 2. CROWD FUNDING
3. COMMERCE
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS A healthy developer network =
expanding ecosystem of value
Android Developers Apple Developer Network Facebook Developers
DEVELOPER NETWORKS
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
“We are looking for people who share our vision and want to create companies that build upon the success of NikeFuel, the Nike+ FuelBand, and Nike+ Running to make the world more active.”
DEVELOPER NETWORKS
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS Seeking investment from end
users rather than "the corporate shareholders"
CROWD FUNDING
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
CROWD FUNDING
KICKSTARTER Since 2009 - 4.5m people have pledged over $715m, funding more than 45,000 creative projects.
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
CROWD FUNDING
KIVA.org Kiva lets individuals lend as little as $25 to help create opportunity around the world.
963,624 Kiva lenders $455,347,000 in loans 99.02% repayment rate
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
COMMERCE Customers as sellers: Extending existing ecommerce platforms to serve ANOTHER KIND OF customer.
Brave. Curious. Minds.
PLATFORMS AS LAUNCHPADS
ASOS Marketplace “The place where anyone, anywhere in the world, can sell fashion, to anyone, anywhere in the world.”
COMMERCE
Brave. Curious. Minds.
The Experience
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
Touch, speak, see, hear.
Video: Future Interfaces http://youtu.be/Ez0R8R30DnQ
Brave. Curious. Minds.
OVERARCHING CONSTRUCT
THE HOW
GUIDED BY INTERACTION
THE WHAT
GUIDED BY RELEVANCE
Brave. Curious. Minds.
THE HOW
GUIDED BY INTERACTION
Towards more intuitive interaction • Touch • Gestures • Voice • Device on sensor (e.g. phone on
interactive surface)
Brave. Curious. Minds.
THE WHAT
GUIDED BY RELEVANCE
Experiences evolving toward ones that are more
closely aligned with our individual contexts (needs,
wants, demographic and psychographic states).
Brave. Curious. Minds.
NOW THE FUTURE Broad based targeting "HYPER RELEVANCE" guided by algorithms,
based on large data sets.
Consumer moves TO the brand Brand adjusts around and meets the consumer within their context .
Brands react to consumer needs Brands anticipate needs and proactively communicate .
Brands add information Brands add value and meaning.
FUTURE RELEVANCE
Brave. Curious. Minds.
Google and the future of search
“My vision when we started Google 15 years ago was that eventually
you wouldn't have to have a search query at all. You'd just have
information come to you as you needed it.”
Sergey Brin • Co Founder of Google • Director of Special Projects
FUTURE RELEVANCE (NOW)
Brave. Curious. Minds.
EXPLICIT IMPLICIT A search term purposefully entered into
search box to get a result. e.g. “McDonalds”
Signals that are not directly expressed but give off e.g. person on iphone, on the street at lunchtime
Explicit signal
Implicit signals
Brave. Curious. Minds.
Video: google now by Verge Video:
Google Now and the predictive future of search http://youtu.be/ZXtudZl5mzM
Brave. Curious. Minds.
Consumer Behaviour
THE CONSUMER MOBILITY STACK
Brave. Curious. Minds.
THE PRODUCTIVE PHASE
The next decade will see a new era of productivity enabled by technology, AND
driven by a society that no longer sees the internet as a mysterious, intangible,
exclusive, and scary "thing".
Brave. Curious. Minds.
s TAMING THE INTERNET HARNESSING THE POWER OF THE INTERNET FOR
PERSONAL GAIN AND SOCIAL BENEFIT
Brave. Curious. Minds.
THE PROGRAMMABLE WORLD
WIRED Magazine June 2013
Brave. Curious. Minds.
THE PROGRAMMABLE WORLD
WIRED Magazine June 2013
Brave. Curious. Minds.
"IF I take an instagram pic THEN save it in my dropbox folder"
"IF I star an email in Gmail THEN save the email in Evernote (note taking app)"
IFTTT.COM
TRIGGER
ACTION EG:
Brave. Curious. Minds.
ANDROID APP
Brave. Curious. Minds.
A programmable light bulb ($60/bulb). • Turn on/off remotely • Change the colour from
your iPad or phone • Link it to IFTTT.com • “When my plane lands then
flash the light at home 3 times to let my wife know I’m safe”
Brave. Curious. Minds.
THINGS TO THINK ABOUT 5
Brave. Curious. Minds.
1. THE DISRUPTION OF EVERYTHING The internet is a catalyst for large-scale disruption of so much that has passed before.
Brave. Curious. Minds.
TV isn’t DEAD • Linear broadcast methods are. • Interruption based advertising is dying. • The internet provides us with self selected
experiences. 2. ”MEDIA ON MY TERMS”
Brave. Curious. Minds.
3. The INTERNET = TRAIN TRACKS The internet = Facebook or Google. Rather tracks of information from one source to another.
if this: then that
(or that)
Brave. Curious. Minds.
4. UNDERSTAND FRAGMENTATION
ATTENTION FRAGMENTATION OF MEDIA
INTERESTS
“Fragmentation is the enemy of the traditional marketer.”
Brave. Curious. Minds.
Social media = people as media channels Design communications for sharing.
Sharing only happens when it's relevant.
Therefore, relevance is everything. 5.
Brave. Curious. Minds.
QUESTIONS?
@thescott scott@quirk.biz
@quirkagency
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