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Post digital new horizon jan
- 1. post digital 1 “Like air and drinking water, being digital will be noticed only by its absence, not its presence.” Nicholas Negroponte MIT Media Lab
- 3. post digital now? 3
- 5. the transition continues …by 2011, 90-percent of ourproduct categories will connect wirelessly to the Internet – and to each other 5
- 6. first recession where the internet is mainstream 6
- 7. in just two years… 7 IPA Touchpoints 3 vs. Touchpoints 2008 changes in average time online per week . Average increase 32” (5%)
- 8. unprecedented access to information Source: European Technographics Benchmark Survey, Q2 2008
- 9. but…display advertising media driving search Source : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for informationon products and services”
- 10. unprecedented access to people 10
- 11. unprecedented access to people Source: Universal McCann
- 12. Key considerations for businesses and brands “(post) Recession” “(post) Digital” Trust Transparency Simplicity Thrift Efficiency Transparency Conversation Desirability
- 13. 13 Degradation in product quality, poor service, marketing chicanery will be uncovered and disseminated via the social web “Shopping itself is less impulsive and more disciplined. Recession-habituated shoppers are more inclined than ever to do research...” [Booz & Co] Valuing customer relationships, listening and offering great service will pay dividends
- 14. 14
- 15. 15
- 16. post digital services: mint.com 16
- 17. post digital products: wifi scales 17
- 18. post digital brands: uniqlo lucky counter 18
- 19. post digital brands: coca cola village 19
- 20. post digital brands: nikechalkbot 20
- 21. post digital brands: nikechalkbot 21
- 22. what about online advertising?? 22 +$1billion this year globally
- 23. what about online advertising?? 23
- 24. what about online advertising??
- 25. Google goes post pc 25 “What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“ Jonathan Bellack, Director of product management
- 26. beyond the pc 26
- 28. flipboard: social magazine 28
- 30. at home… in just two years 30 Source: Percentage HH, Touchpoints 3 (2010) vsTouchpoints 2 (2008)
- 31. beyond home…hotspots nearly triple in 4 years 31
- 32. smartphone sales 32 In June 2010, over a quarter of people in the UK said they had a smartphone, more than double the number two years previously. The Communications Market August 2010, OFCOM Over 60% of contract phones sold in the UK are now smartphones Gfk, May, 2010
- 34. Content, services and social interaction… …how people want, where they want, when they want 34
- 35. A tale of two screens: Mobile 35 The Mobile Internet …Simply put, location changes everything. This one input – our coordinates – has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go – they all change once we merge location and the Web. Mathew Honan, WIRED magazine, 1/19/09
- 36. Smartphones show the future Source: comScore GSMA MMM; comScore Media Metrix, December 2009
- 37. Currently all about social updates Source: comScore GSMA MMM; comScore Media Metrix, December 2009
- 38. soon: location as a platform 38
- 39. IBM Seer – augmented reality utility 39
- 40. A tale of two screens: TV 40
- 41. TV – INTERWEB CONVERGENCE 41
- 42. but people like watching TV on TV Source: IPA Trends in TV
- 43. project canvas – many pipes, but TV screen
- 45. even so, linear’s got legs Deloitte predicts that in 2010 most video content will continue to be consumed linearly- that is, according to broadcasters' programming schedules. They estimate is that over 90 percent of all television watched will be via traditional broadcast.
- 46. TV and web belong together
- 47. summary post recession trust, transparency, simplicity, thrift post digital digital is a virtual given new horizon Internet everywhere, seamlessly integrated into life
Hinweis der Redaktion
- SAID THIS IN 1998Founder of MIT Media LabFounder of One Laptop per child foundation
- Strictly speaking much of our lives are post digitalTVPhotographyMobile Voice commsNavigationThe test is consider what is the normEach sector was impacted but the effect was largely limited to that sector until...
- Howard Stringer, president of Sony, said last year that 90 per cent of Sony products would be able to connect to each other and the internet by 2011.books sold on the Kindle are now outpacing the hardcover books Amazon sells. In the past three months, for every 100 hardcover books sold, Amazon.com has sold 143 Kindle books, they say.
- Myriad of tools and services
- Expert information User generated/peer/community information
- Degradation in product quality, poor service, marketing chicanery will be uncovered and disseminated via the social webValuing customer relationships, listening and offering great service will pay dividends
- Increased role of advisors, trusted peers, personal viewsCan technology help?
- Facebook will make +$1billion this year and will break the +£1billion in 2011
- http://www.guardian.co.uk/technology/pda/2010/sep/01/google-advertising
- 200, 000 outdoor screens aloneKindles, iPads, tablets on top of smartphones and laptops
- Plus Wi-fi hot spots have nearly tripled to 28,000 in the ukhttp://v4.jiwire.com/search-hotspot-locations.htm12 cities have city widewi-fi meshes
- When you consider that 65% of smartphone users accessed the internet in October 2009 compared with just 28% of all UK mobile subscribers, the potential for these devices to drive mobile internet use becomes clear.It’s all about Smartphones (note sales figures & usage stats)And for now it’s all about the iPhone (note growth rate and usage stats)Smartphones especially the iPhone show us a liberated internet environment
- Smartphones = 30-50 x search volume
- Extension of call/text social communications
- Paul Feng, Google's mobile-ads group product manager, said about one-third of mobile searches have local intent. To re-imagine search for phones, Google is evolving ad formats from just text and display; it recently let advertisers add phone numbers to mobile ads so consumers can click to call. Mr. Feng said to expect more new ad formats in the coming months that could potentially incorporate new types of interaction, such as navigation. A Deloitt survey in November found 19% of all US shoppers and 39% of 18-29 year-olds used their phones to assist with shopping.
- Iplayer – 120 million downloads, 20m via Virgin MediaYoutube Traffic and StatsPeople are watching hundreds of millions of videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 20 hours of video are uploaded to YouTube.
- According to the latest Skyview figures, 83% of viewing in homes with the Sky+ DTR is to live TV, with 17% time-shifted. Although 42% of UK households now own a DTR, Barb calculates that time-shifted viewing -represents just 6% of total viewing.
- Project Canvas is the current working name given to a proposed endeavour concerned with internet-connected television in the United Kingdom market. It is intended to combine broadcast content with broadband content, delivering both through the television (as distinct from the computer).
- DTT TMT predicts that efforts to converge two of the biggest media distribution platforms - the Web and TV - will intensify in 2010. By year-end, more than 30 percent of broadband-enabled households are likely to interact occasionally or regularly with what they are watching on television through some form of computing device.However they anticipate that the most popular approach to delivering a converged Web and television experience won't be technology enabled. "Instead a more pragmatic approach is likely to dominate: consumers are likely to fuse standard television sets with existing browser-enabled devices, such as WiFi enabled laptops, netbooks, MP4 players and portable games consoles and smartphones. The convergence of televison and the Web will be driven by the user.Although 2010 is likely to see increased penetration of internet-enabled TVs, DTRs and set top boxes and also the further development of Web-based "TV widgets" that such kit can display, Deloitte says that most consumers are unlikely to justify a brand-new television just to have additional access to the Web, or wait until they have to buy a new TV. "They want to combine the Web and TV today. They want to discuss a television program with friends (or strangers), read movie reviews before deciding what to watch, search out gossip on a current show or series, or check sports statistics while the game is under way. And they do not want to wait for devices to catch up."
- but not necessarily on the same screenWi-fi enables sofa browsing (location liberation)54 percent of UK television viewers access the Internet while watching television. Source: Deloitte / YouGov surveyThird of social networking in front of telly“increased usage of social media is definitely driving the ratings,” Jon Gibs, a vice president at NielsenDTT TMT predicts that efforts to converge two of the biggest media distribution platforms - the Web and TV - will intensify in 2010. By year-end, more than 30 percent of broadband-enabled households are likely to interact occasionally or regularly with what they are watching on television through some form of computing device.However they anticipate that the most popular approach to delivering a converged Web and television experience won't be technology enabled. "Instead a more pragmatic approach is likely to dominate: consumers are likely to fuse standard television sets with existing browser-enabled devices, such as WiFi enabled laptops, netbooks, MP4 players and portable games consoles and smartphones. The convergence of televison and the Web will be driven by the user.Although 2010 is likely to see increased penetration of internet-enabled TVs, DTRs and set top boxes and also the further development of Web-based "TV widgets" that such kit can display, Deloitte says that most consumers are unlikely to justify a brand-new television just to have additional access to the Web, or wait until they have to buy a new TV. "They want to combine the Web and TV today. They want to discuss a television program with friends (or strangers), read movie reviews before deciding what to watch, search out gossip on a current show or series, or check sports statistics while the game is under way. And they do not want to wait for devices to catch up."