Part of a series of interventions given at SciencesPo Paris by THIERRY JADOT, Starcom France CEO - featuring THOMAS JAMET, head of branded content at Newcast France.

1. LIVING
IN A
CONNECTED
MARKETPLACE

2. I. THE RISE
OF THE
AUGMENTED
CONSUMER

3. YESTERDAY Living on rails
TOP c
o
n
v
e
r
s
a
t
i
o
n
Media
Shopping Try-out Feedback
consumption
time time time
time
DOWN (reading,
gathering info)
Powerful mass media VS hard-to-surface Strong time and space constraints (lack of
consumer feedback (no web 2.0) mobile devices, media & interconnectivity)

4. YESTERDAY A very linear purchase funnel

5. TOWARDS THE METAVERSE
STANDARDS MOBILE
UNIFIED
WORLD PROGRAMMING
LANGUAGES WEB
WIDE AUGMENTED
WEB CLOUD
COMPUTING
REALITY
DEVICE
INTERCONNECTION
INTERNET
RFID OF THINGS
breaking the barriers of time & space,
interconnecting the cyberspace & the physical world

6. TODAY TOMORROW What seemed sci-fi yesterday…
MIT’s Sixth Sense at TED, February 2009

7. TODAY TOMORROW … now is reality.
Geolocation
based (peer-)reviews
Retail price & review comparisons
through bar code scanning
NO NEED ANYMORE TO GATHER INFORMATION BEFORE SHOPPING –
ONE CAN DO IT RIGHT ON THE SPOT, THROUGH HIS/HER MOBILE PHONE

8. TODAY TOMORROW
“The future is already
here – it's just not evenly
distributed ”
– 2003
They may not look like the
neural implants we
fantasized about 30 years
ago, and yet mobile
phones connected to the
Internet and its pool of
content – easily browsable
through search engines –
WILLIAM GIBSON already act as physical
extensions of our memory
(author of Neuromancer, the book that
inspired The Matrix and pioneered cyberpunk)

9. TODAY A more and more complex pathway

10. TOMORROW Towards a seamless integration of data from
very different sources in our everyday life
Microsoft’s Productivity Future Vision, 2011

11. II. THE
DATA
CRAZE

12. THE IMPRESSION OF CONTROL AUTOMATIC DATA
COLLECTION OFFERS CAN BE QUITE APPEALING…
TO MARKETERS, YET ALSO TO
OF COURSE CONSUMERS
Consumer profiling…
… resulting in more effective &
tailored ads (ex: retargeting)
Tracking one’s electrical
Better sales prediction
models to manage consumption or diet; remembering
supply chains previously visited places…

13. …and overwHElming
HASAN M. ELAHI – Giving the FBI what it wants
Data Overload – aka information
flooding as the best way to
defeat automatic data collection
http://www.nytimes.com/2011/10/30/opinion/sunday/giving-the-fbi-what-it-wants.html?pagewanted=1&_r=2

14. SELECTIVE IGNORANCE VS HYPERCHOICE
Having to deal with too many elements of very different
levels of importance can make the informed decision
process even less effective than the uninformed one

15. DATA COLLECTION CAN BE AUTOMATED,
YET DATA PROCESSING CANNOT
“Much needs to occur, however, between the
collection of data and observations [...].
For mature thought there is no mechanical
substitute. Creative thought and essentially
repetitive thought are very different things.
For the latter there are, and may be, powerful
mechanical aids ” HOW INSIGHTS WORK
- Figures have no meaning by themselves
- To know what to monitor, quantitative
VANNEVAR BUSH
(author of As We May Think, a 1945 article that
research needs qualitative research
beforehand to identify emerging trends
(and hence to dertermine the resulting
prefigured the hypertext system through the metrics it should track, as they have a
concept of the Memex Machine) precise statistical meaning)

16. THE DATA
PROTECTION
PARADOX
• The more carefully it is conceiled, the more
it attracts attention (hiding in plain sight)
• Data collection itself is less important than
the ability to analyze it and sort it properly
• Processing data effectively remains – and
will probably remain – a costy work to do
 odds are very small that it will soon be
applied to anyone without any specific
purpose
• Proprietary data prevents cross fertilization
& weaken the automatic processing
computer can do

17. AIs & THE FUTURE
OF DATA PROCESSING
Provided a real AI emerges, it could offer a
real alternative to human data processing.
Yet, the question remains whether or not
this sentient artificial being would agree to
RAYMOND KURZWEIL do it. If it really is intelligent, it may
(author of The Singularity is Near, probably find that being given only such
which deals with how sentient tasks is dull, boring & repetitive…
machines might change our future)

18. III. FROM
CLUSTERED
DIGITAL
IDENTITIES
TO A
UNIFIED
ONE?

19. THE INTERNET’S FOUNDING
PHILOSOPHY
Pioneered by scholars
& researchers
COLLECTIVE
INTEREST
SHARED
KNOWLEDGE
ANONYMITY
FREEDOM
OF SPEECH
BIAS-FREE
FREEDOM
OF THOUGHT

20. YET ANONIMITY ON THE WEB
FACES SEVERAL OPPONENTS
$
Corporations & private companies
Governmental and peace-keeping
agencies that want to ease the
that want to cross consumer data
tracking of individuals for enquiries

21. WHAT THE TRADE-OFF COULD BE
IF GOVERNMENTS MAKE THE 1st MOVE
GOVERNMENTAL
UNIFIED DIGITAL PASSPORT deliver & guarantee
AGENCIES
reporting
LOGIN TO SITES
& WEB SERVICES
SITES THAT TRY TO ACCESS asking permission from and
eventually paying a tax to
PEOPLE’S INFORMATION

22. HOW PRIVATE COMPANIES ARE ALREADY
TRYING TO ENFORCE IT TO THEIR ADVANTAGE
…automatically logs you into any other
Logging oneself into any Google Google service (including YouTube)…
service (Gmail, Agenda, Docs etc.)…
allowing marketers to cross
even more data types
together, to build an even
more complete profile and
customer journey
…and probably soon to other services
(as pictured above, Facebook now
detects if you are logged in Gmail)

23. THE FILTER BUBBLE
personnalized
web searches
showing different
results for each
individual

24. WHEN EASIER IS NOT
NECESSARILY BETTER
Being able to ask computers
questions directly and get
answers immediately may be
convenient – but not having to
rephrase those questions or to
think of the proper words in
advance may deprive us of our
ability to question which
agenda lies behind one
formulation VS another

25. TOWARDS THE DEATH
OF SERENDIPITY?
Happy accident –
aka when one finds
something that he
was not expecting
to find.
back to a life on rails, freed from time and space
constraints YET with new barriers (labelling)

26. written by Alex Delamaire
alex.delamaire.net
@alexdlmr
Part of a series of interventions given at
SciencesPo Paris by THIERRY JADOT, Starcom
France CEO – featuring THOMAS JAMET, head
of branded content at Newcast France.
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of their respective owners – unless stated otherwise.