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<#> Minutes   Microsoft Confidential
Let’s start with a story




<#> Minutes      Microsoft Confidential
Have you heard of King Canute?




   <#> Minutes   Microsoft Confidential
He ruled in a time that



                           He was real.
                    He ruled in the 12th century



He was a man of faith, yet his people believed he
                  was a deity
     <#> Minutes              Microsoft Confidential
Yet, in his heart he knew…




         Wealth
          <#> Minutes   +Microsoft Confidential
                                                  Kingdom
<#> Minutes   Microsoft Confidential
Despite faith in his divine authority, their
beloved King could not stem the waves
       <#> Minutes   Microsoft Confidential
Waves cannot be stopped,
no matter the wealth
or kingdom
      <#> Minutes   Microsoft Confidential
Every industry has to deal with
forthcoming technology waves



   <#> Minutes   Microsoft Confidential
<#> Minutes   Microsoft Confidential
It goes on across industry and time
The waves of technology never stop




  <#> Minutes   Microsoft Confidential
The Old Titans:
Kingdoms + Wealth could delay the
       wave of disruption
Fat cat quote




CASH          TIME     TECH
Technology moved slower
     and was for the wealthy


Most of all the waves of
technology were slower
THEN IT GOT FASTER
Fat cat quote




THEY DIDN’T NEED THESE
        THINGS
SHOW OF HANDS
You don’t need this   You have this
And this
And this
You are the very definition of the
      Innovators Dilemma
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
A dominant entity.
    A ubiquitous software.
At the pinnacle of it’s industry.
And rather than
command the waves
    to stop…
They’ve acknowledged
that apps are not only the
    future of software



<#> Minutes   Microsoft Confidential
But of a new operating system as well
<#> Minutes   Microsoft Confidential
Support the launch of Windows 8 and
    build an ecosystem to fuel it
One designed to nurture and spur the
development of apps on the Windows 8
              platform
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
EVERYBODY HAS AN IDEA FOR
        AN APP
Every generation has had its technology
 that drive imagination, inspiration and
             communication
TODAY IS ABOUT
    APPS
IT’S AN IGNITER
  OF STORIES
WELCOME
GRAD CONN
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Welcome to the Consumer Control Era




<#> Minutes                 Microsoft Confidential
Grad Conn General Manager, Microsoft U.S. Central Marketing Organization
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
What is a
“Copernican Shift”?


  <#> Minutes   Microsoft Confidential
Copernicus
First astronomer to formulate
a scientifically-based
heliocentric cosmology that
displaced the Earth from the
center of the universe – the
defining epiphany that began
the Scientific Revolution.




                                Legend has it that the first
                                printed copy of
                                De revolutionibus was placed
                                in Copernicus’ hands on the
                                very day he died, allowing him
                                to take farewell of his opus vitae
                                (life’s work).
COPERNICAN SHIFT:
The act of understanding how a
system actually operates, versus
how it superficially appears to
operate.”
Me
Mapping perception to reality
   in celestial mechanics
Pre-Copernican Universe




       Sun                        Moon


                          Earth
Post-Copernican Universe




                             Moon

                       Sun



                             Earth
Mapping perception to reality
in the consumer control era
The Traditional Consumer/Software Universe



                    Consumer


                                          Consumer




                               Products

                                             Consumer
         Consumer
The App-driven “Copernican Shift”




                       Consumer
What is humanity’s
Unified Field Theory?


   <#> Minutes   Microsoft Confidential
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
“I think, in general, people don’t
buy products, they buy stories”
Ty Montague, former creative director BBH and Wieden + Kennedy; chief creative
officer at JWT North America and now founder of start-up shop Co:..
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
“The average American is exposed
to 3,000 ad message a day.”
Seth Godin, marketing guru
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
“Americans consume 200 billion
hours of TV a year; someone born
in 1960 has already watched
50,000 hours of TV.”
Clay Shirky, Cognitive Surplus: Creativity and Generosity in a Connected
Age
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
“All of use have our own personal
narrative, the story of me.”
Ty Montague, former creative director BBH and Wieden + Kennedy; chief creative
officer at JWT North America and now founder of start-up shop Co:..
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
“We tell the story of me through all
the choices we make in our life;
the person we choose, the
schools we go to, as well as the
products we buy. The car, the
house, the clothes – all these
things advance the narrative of
me.”
Ty Montague, former creative director BBH and Wieden + Kennedy; chief creative
“Americans spend
more money on
garbage bags – on
throwing shit away –
than 90 other countries
on Earth spend on
everything.”

“Consider: the
relatively young
storage industry is
worth $17 billion, more
than the movie
industry.”
Modern
              Storytelling


<#> Minutes       Microsoft Confidential
“If you don’t have a clearly defined
story, people don’t know what to
do with you, how to use your
brand to advance their personal
narrative.”
Ty Montague, former creative director BBH and Wieden + Kennedy; chief creative
officer at JWT North America and now founder of start-up shop Co:..
<#> Minutes   Microsoft Confidential
EVERY ERA
HAS
ITS DOMINANT
TECHNOLOGY
RADIO
TV
PC+WEB
CELL PHONES
TODAY, IT’S
ALL ABOUT…
APPS
“In the era of consumer control,
consumers aren’t just consumers.
They’re producers, they’re critics,
they’re creatives. They are “the
people formerly known as the
audience”. This is the essential
shift that resulted from the digital
revolution.”
Clay Shirky, Cognitive Surplus: Creativity and Generosity in a Connected
Age
Modern, user-
controlled story
   telling…
… that advances
 our personal
   narrative.
TECHNOLOGY WAVES
ARE OFTEN
ASSOCIATED WITH
GENERATIONAL
WAVES.
’50s=BABY BOOMERS
’70s=THE ME GENERATION
’80s=GENERATION X
’90s=GENERATION Y
WHAT DO YOU CALL
US, THE GENERATION
THAT USES APPS TO
COMMUNICATE?
WE ARE…
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
WE ALL HAVE
IDEAS FOR APPS

OR KNOW SOMEONE
WHO WANTS TO
BUILD AN APP
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
“The growth of apps is
the fastest growing
consumer segment in
the history of
commerce…”
GENERATION APP IS
ABOUT
CONNECTING
PEOPLE WITH IDEAS
FOR APPS
                    CONCEIVER
WITH THE CODERS
WHO CAN BUILD
THOSE APPS.

                  CODERS
THINK OF IT AS MATCH.COM
FOR APP CONCEIVERS AND
APP CODERS.
GENERATION APP IS AN ENTIRELY
NEW WAY OF STIMULATING APP
DEVELOPMENT.
SOMETHING NO ONE ELSE HAS
DONE BEFORE.
TODAY
GENERATION APP GIVES
DEVELOPERS THE TOOLS
AND RESOURCES THEY
NEED…
TO LAUNCH WINDOWS
PHONE AND WINDOWS 8
APPS INTO THE WINDOWS
STORE – IN 30 DAYS.
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
TOMORROW
WE’LL HELP PEOPLE WITH
IDEAS CONNECT WITH
DEVELOPERS AND
DESIGNERS TO BRING THEIR
APPS TO LIFE.
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
SiteShuffle


<#> Minutes       Microsoft Confidential
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
UK Windows Apps


 <#> Minutes   Microsoft Confidential
Seattle Interactive Conference: Of Technology Waves, Generations, Kings
Thank you




<#> Minutes     Microsoft Confidential

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Seattle Interactive Conference: Of Technology Waves, Generations, Kings