Technology Trends: Cameron Friedlander | Vp / Creative Technology 07.24.2009
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Technology Trends Cameron Friedlander | VP / Creative Technology 07.24.2009
Digital Brand Activation 70+ employees Est. 1992 a WPP company http://designkitchen.com twitter @designkitchen
Technology Trends / Introduction
Setting the Agenda
We Will be Here
Clou d A pps
Devi ce
U ser
Pervasi ve
We Are Here
Soci al
“The Desktop is Dead”
Technology Trends / Introduction
Devices
Desktop
Programs
Netbook Clou
Phon
Computer
Content
Pervasive
Wikipedia
“Pervasive / ubiquitous computing (ubicomp) is a post-desktop model of human-computer interaction in which information processing has been thoroughly integrated into everyday
Technology Trends | Applications
Cloud Computing In the Home
Jungle
Web Services over the internet To replace programs on your
Walking
Flying
Technology Trends | Applications
The Cloud Operating System Google Chrome
» Applications as web applications » Access from any place, anywhere » Devices as a way to get to the information » Google Wave » Microsoft vs. Google
Technology Trends | Applications
Mobile Palm Pre
» Supports multitask environment
iPhone
» Single application environment
All
» GPS » Video » Pervasive Computing
Technology Trends | Applications
The New Look of Information
Technology Trends | Applications
The New Look of Information NUI / Gestures
» Natural User Interface » Tablets » Mobile Devices » Scrolling / Drag » Multi-touch » Affordance
Technology Trends | Information
The Newspaper vs. Twitter Batch Processing
» Getting information in Lump batches » Like a Newspaper
real-time Processing
» Getting information immediately » Trending » Twitscoop.com
Lorem Ipsum
Digression Alert – Free Content is Impacting Technology / User » Digital infrastructure is “In 1961, Anderson says, a effectively Free single transistor was ten » Consumers love Free » Free means never having to dollars. In 1963, it was five dollars. By 1968, it was one make a judgment » the market created by the dollar. Today, Intel will sell technological Free and the you two billion transistors for psychological Free can make you eleven hundred dollars— a lot of money meaning that the cost of a » Making Money? single transistor is now about » Think of game changer .000055 cents.” apps » Why are newspapers struggling » Full-court Press Basketball » Euresko AI Military Strategy Priced to Sell Is free the future? by Malcolm Gladwell
How David Beats Goliath When underdogs break the rules. by Malcolm Gladwell May 11,
Technology Trends | User
Decision Engines – User as Decision maker
Bing.com » Live / Real-time Search » User chooses categories of results
Wolframalpha.com » Computational Knowledge Engine » Make all systematic knowledge computable by anyone » User as scientist perhaps?
Hunch.com » Decision Engine » Asks you questions to learn about who you are » Create an account and gives results based on your choices » Gives you topics based on your personality
Technology Trends / Introduction
The Story So Far The Old Metaphor
The New The Devices Content/Informati The User The Brand
Desktop Clou Pervasive Real-time Control Full-Court
Technology Trends | Brand Awareness
QR | Scan | Microsoft HCCB Codes » Users can choose time and place to get information on product » Mass integration (Amazon, skymall, Ralph Lauren) » Information send straight to your mobile device » User initiates communication » Context
brand is aware of place
Technology Trends | Brand Awareness
GPS Enabled Information
Microsoft Photosynth
» First previewed in 2007 » Live now
GPS
» Brands can serve up information based on location / context » iPhone apps using GPS give user information they need now; where to eat » Can tag hotspots to send your phone information if in a certain area
Technology Trends | Brand Awareness
GPS Enabled Information
Technology Trends | Brand Awareness
Augmented Reality » Creating a 3D object through video / web cam » Letting the user experience or view an object before they buy » United States Postal Service » Transformers, as game » Users can experience your brand in 3D
Technology Trends | Brand Awareness
Augmented Reality | Transformers
Technology Trends | Brand Awareness
Augmented Reality | USPS
Technology Trends | Brand Awareness
Augmented Reality as window to the world » The Layar Augmented Reality Browser » Use video cam through mobile device to view augmented layer of world » Users can get real-time contextual information as they navigate the streets via GPS » Will allow user to be able to make decisions real-time
Technology Trends | Brand Awareness
Augmented Reality as window to world
Lars Rasmussen
“We set out to answer the question: What would email look like if we set out to invent
Technology Trends | Brand Awareness
Personal Communication and Collaboration Tool
Google Wave
» Information as a wave » Spawning new waves » Email » real-time chat in email » Splitting threads » Playback of information » Distributed / cloud model for additional content / information » Single locations to view up-to-date thread » With Google going after
Technology Trends | Brand Awareness
Google Wave
Technology Trends / Introduction
In Summary / Brand Focus » Desktop
Bran d
» Computing » Information
real-time
Brand Takeaways » Need to distribute information to user
R ealt
Contex t of User
Pervasive
» Users decision makers » Content Free
Distribu ted Content
Pervasi ve
Dead
» Understand the context in which they view the brand » Users can control the brand
Soci al
» Users make their own
Dialog ue with
Thank You
Questions?
Technology Trends / Introduction
What This Presentation is Not Social
» The next presentation will be more socially aware » bt dis shd B fun Nyway coz there's mor ot der thN jst social W3s!
Gadgets
» Will not be talking about hyper-specific devices
Edward Tufte
“There are many true statements about complex topics that are too long to fit on a PowerPoint slide.”
Technology Trends / Introduction
Technology Now Bran d
We Are Actually Here
Clou d A pps
Devi ce
Pervasi ve
U ser
Soci al
Digital Brand Activation 70+ employees Est. 1992 a WPP company http://designkitchen.com twitter @designkitchen
Technology Trends / Introduction
Setting the Agenda
We Will be Here
Clou d A pps
Devi ce
U ser
Pervasi ve
We Are Here
Soci al
“The Desktop is Dead”
Technology Trends / Introduction
Devices
Desktop
Programs
Netbook Clou
Phon
Computer
Content
Pervasive
Wikipedia
“Pervasive / ubiquitous computing (ubicomp) is a post-desktop model of human-computer interaction in which information processing has been thoroughly integrated into everyday
Technology Trends | Applications
Cloud Computing In the Home
Jungle
Web Services over the internet To replace programs on your
Walking
Flying
Technology Trends | Applications
The Cloud Operating System Google Chrome
» Applications as web applications » Access from any place, anywhere » Devices as a way to get to the information » Google Wave » Microsoft vs. Google
Technology Trends | Applications
Mobile Palm Pre
» Supports multitask environment
iPhone
» Single application environment
All
» GPS » Video » Pervasive Computing
Technology Trends | Applications
The New Look of Information
Technology Trends | Applications
The New Look of Information NUI / Gestures
» Natural User Interface » Tablets » Mobile Devices » Scrolling / Drag » Multi-touch » Affordance
Technology Trends | Information
The Newspaper vs. Twitter Batch Processing
» Getting information in Lump batches » Like a Newspaper
real-time Processing
» Getting information immediately » Trending » Twitscoop.com
Lorem Ipsum
Digression Alert – Free Content is Impacting Technology / User » Digital infrastructure is “In 1961, Anderson says, a effectively Free single transistor was ten » Consumers love Free » Free means never having to dollars. In 1963, it was five dollars. By 1968, it was one make a judgment » the market created by the dollar. Today, Intel will sell technological Free and the you two billion transistors for psychological Free can make you eleven hundred dollars— a lot of money meaning that the cost of a » Making Money? single transistor is now about » Think of game changer .000055 cents.” apps » Why are newspapers struggling » Full-court Press Basketball » Euresko AI Military Strategy Priced to Sell Is free the future? by Malcolm Gladwell
How David Beats Goliath When underdogs break the rules. by Malcolm Gladwell May 11,
Technology Trends | User
Decision Engines – User as Decision maker
Bing.com » Live / Real-time Search » User chooses categories of results
Wolframalpha.com » Computational Knowledge Engine » Make all systematic knowledge computable by anyone » User as scientist perhaps?
Hunch.com » Decision Engine » Asks you questions to learn about who you are » Create an account and gives results based on your choices » Gives you topics based on your personality
Technology Trends / Introduction
The Story So Far The Old Metaphor
The New The Devices Content/Informati The User The Brand
Desktop Clou Pervasive Real-time Control Full-Court
Technology Trends | Brand Awareness
QR | Scan | Microsoft HCCB Codes » Users can choose time and place to get information on product » Mass integration (Amazon, skymall, Ralph Lauren) » Information send straight to your mobile device » User initiates communication » Context
brand is aware of place
Technology Trends | Brand Awareness
GPS Enabled Information
Microsoft Photosynth
» First previewed in 2007 » Live now
GPS
» Brands can serve up information based on location / context » iPhone apps using GPS give user information they need now; where to eat » Can tag hotspots to send your phone information if in a certain area
Technology Trends | Brand Awareness
GPS Enabled Information
Technology Trends | Brand Awareness
Augmented Reality » Creating a 3D object through video / web cam » Letting the user experience or view an object before they buy » United States Postal Service » Transformers, as game » Users can experience your brand in 3D
Technology Trends | Brand Awareness
Augmented Reality | Transformers
Technology Trends | Brand Awareness
Augmented Reality | USPS
Technology Trends | Brand Awareness
Augmented Reality as window to the world » The Layar Augmented Reality Browser » Use video cam through mobile device to view augmented layer of world » Users can get real-time contextual information as they navigate the streets via GPS » Will allow user to be able to make decisions real-time
Technology Trends | Brand Awareness
Augmented Reality as window to world
Lars Rasmussen
“We set out to answer the question: What would email look like if we set out to invent
Technology Trends | Brand Awareness
Personal Communication and Collaboration Tool
Google Wave
» Information as a wave » Spawning new waves » Email » real-time chat in email » Splitting threads » Playback of information » Distributed / cloud model for additional content / information » Single locations to view up-to-date thread » With Google going after
Technology Trends | Brand Awareness
Google Wave
Technology Trends / Introduction
In Summary / Brand Focus » Desktop
Bran d
» Computing » Information
real-time
Brand Takeaways » Need to distribute information to user
R ealt
Contex t of User
Pervasive
» Users decision makers » Content Free
Distribu ted Content
Pervasi ve
Dead
» Understand the context in which they view the brand » Users can control the brand
Soci al
» Users make their own
Dialog ue with
Thank You
Questions?
Technology Trends / Introduction
What This Presentation is Not Social
» The next presentation will be more socially aware » bt dis shd B fun Nyway coz there's mor ot der thN jst social W3s!
Gadgets
» Will not be talking about hyper-specific devices
Edward Tufte
“There are many true statements about complex topics that are too long to fit on a PowerPoint slide.”
Technology Trends / Introduction
Technology Now Bran d
We Are Actually Here
Clou d A pps
Devi ce
Pervasi ve
U ser
Soci al
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