Future
Kids.
Future
Customers
“When
it
comes
to
the
future,
there
are
three
kinds
of
people:
those
who
let
it
happen,
those
who
make
it
happen,
and
those
who
wonder
what
happened.”
-­‐-­‐
John
M.
Richardson,
Jr.
The
rate
of
change
that
both
customers
and
businesses
have
to
deal
with
today,
is
nothing
short
of
phenomenal.
Now
imagine
the
world
that
the
children
of
today
and
your
customers
of
tomorrow
are
going
to
grow
up
in…
Delving
into
the
Net
Genera>on
and
the
Next
Net
Genera>on,
this
keynote
is
a
trip
into
the
future,
through
the
eyes
of
the
children
that
will
grow
up
in
it.
Part
inspiring,
part
scary
-­‐
Future
Kids
Future
Customers
is
an
in-­‐depth
examina>on
of
how
our
culture
will
become
affected
by
the
technology
around
us
and
the
social
and
market
changes
it
is
causing.
It
will
make
you
re-­‐look
at
your
business
model,
re-­‐examine
your
customer
service
strategy,
re-­‐invent
your
products
and
re-­‐convene
your
strategy
team.
The
future
waits
for
no
one.
BeFer
to
be
prepared.

Future
Kids.
Future
Customers.
www.andyhadfield.com
|
@andyhadfield

Starring…

and…

Kids
like
Jack
&
Kate
are
growing
up
in
a
very
strange
world.

All
these
social
and
cultural
changes
must
have
impact…

For
the
first
>me
in
history,
children
will
be
the
authority
on
something
important.
-­‐
Ray
Kurzweil

Future
Kids.
Future
Customers.
www.andyhadfield.com
|
@andyhadfield
1
The
Published
World
2
Informa>on
Overload
3
Filter
This
4
Redefini>on
of
Knowledge
4
The
Privacy
#fail
5
Life.
The
Game.
6
My
Mainstream

The
Published
World

What
is
driving
this
behaviour?

1
9
90
Create
Share
Consume
Original
Content

+
+
90
Create
Share
Consume

+++
Auto
Everyone
Create
Share
Consume

Lessons
*
Surprise,
surprise
–
you’re
in
it!
*
Put
your
ear
to
the
ground
*
Talk
WITH,
not
AT
your
customers
*
Don’t
Be
Evil
*
CRM
=
important.
*
Big
data
=
more
important

• Maybe
space
for
a
mindbullet
here?
Something
on
CRM/
data/
insurance
industry
(suggested
by
neil)

InformaLon
Overload

Can
you
imagine
registering
a
child
with
Home
Affairs
in
the
future?

Please
enter:
Name,
Surname
IPv6
address
Required
Domain
(affiliate
income)
Desired
Screen
Name

Brfxxccxxmnpcccclllmmnprxvclmnckssqlbb11116!

(We’re
sorry,
that
name
is
unavailable,
please
choose
again
or
click
here
to
make
an
offer)

Back
to
contactability…

Isn’t
it
funny
that
we
complain
about
email
overload.
Yet
we
keep
adding
communica>on
channels!

What
will
happen
to
communicaLon
skillsets?

Teach
social
skills,
not
computer
skills
Teach
language
skills,
not
typing
skills

Save
English!
Fight
SMS
Grammar!
jst
wot
wiL
d
eng
lngwij
L%k
lIk
n
d
futR
f
DIS
iz
how
we
TLK
2day?

Whatever
happens,
we’re
going
to
see
the
death
of
the
telephone
number…

The
Google
of
the
future
will
contain
so
many
more
inputs:
social,
gene>c,
bio,
loca>on,
purchase
history…

Suddenly
your
“name”
becomes
important
again.

The
journey
of
self.
Myself
Online
self
Oneself

The
baFle
of
self
will
con>nue
between
the
plugged
in
and
the
plugged
out…

Lessons
*
What
is
your
iden>ty?
*
How
contactable
are
you?
*
Do
your
contact
points
represent
a
meaningful
brand
experience?

Filter
This

In
the
good
ol’
days,
newspaper
editors
performed
this
duty.
They
s>ll
do,
just
in
a
different
way…

Oh.
And
that
thing
called
TwiWer.

Follow
/
Unfollow
Like
/
Unlike

The
future
is
going
to
be
noisy.

Think
of
the
voLng
mechanisms
that
are
being
built
into
the
fabric
of
our
world…

• Picture
of
emporer
and
collaseum
• Thumb
up
thumb
down

There
is
a
side
of
the
“filter”
argument
that
bears
talking
about…
Who
filters
the
filters?

Lessons
*
Who
are
your
influencers
/
filters?
*
What
are
you
doing
to
engage
them?
*
What
are
you
doing
to
cut
through
the
immense
pile
of
future
cluFer?

RedefiniLon
of
Knowledge

Today.

69%
of
2
to
5
year
olds
can
operate
a
computer
mouse.
17%
can
>e
their
own
shoelaces.

Tomorrow?

This
is
all
happening
because
we’re
being
wired
for
distracLon.
HTML,
SEO,
YOUTUBE
=
big
shiX.

“I
store
my
knowledge
in
my
friends.”
-­‐
Dr
Karen
Stephenson

We’re
seeing
less
need
for
knowledge.
And
more
need
for
skills
to
unearth
exis>ng
knowledge.

Does
this
mean
weak
minds
and
weak
memories?
Or
knowledge
empowered
humans!?

It’s
because
our
kids
are
no
longer
MulL-­‐tasking.
They’re
Quantum-­‐tasking

Lessons
*
Don’t
have
genera>onal
blinkers!
*
Realise
HR
is
changing.
*
You
can’t
find/hire/market/sell
to
this
genera>on
un>l
you
understand
them.

The
Privacy
#fail

Because
back
in
2012…

Because
back
in
2012…

It’s
gepng
scary
out
there.

4chan

In
2009,
TIME
magazine
had
an
interes>ng
experience
with
“Most
InfluenLal
Person
of
the
Year”

Really
scary.
Not
only
are
we
giving
away
our
private
data
and
having
our
public
data
messed
with,
but
we
actually
aren’t
aware
of
the
privacy
damage
we’re
doing.

For
instance,
we
no
longer
value
our
loca>on
as
private.
What
example
are
we
sepng?

Checking
in
takes
15
seconds
in
2010.
Too
Long!
Auto
check
in
qw!

Scariest.
We
(the
parents
of
Future
Kids)
are
already
recording
our
lives,
step
by
step,
on
an
Internet
that
never
forgets.

Let’s
not
forget
data
privacy…

Up
to
100
million
accounts
compromised…

Something
else
gives
me
<pause>
What
happens
to
this
web
presence
when
you
die?

There
are
more
than
5
million
accounts
on
Facebook
that
are
inac>ve
due
to
death.
Chris
Mohney,
BlackBook
Media,
Oct
2010

Sprinkling
the
digital
ashes.
How
are
we
going
to
explain
this?

And
how
else
might
our
digital
assets
be
used
in
the
future?

Lessons
*
What
you
say.
*
What
you
do.
*
Opt
in
/
Opt
out
doesn’t
maFer.
*
Business
is
reliant
on
trust

Life.
The
Game

Status
is
important
to
humans.

$5000
burger…

Remember
this
word:
GamificaLon
(The
use
of
game
mechanics
for
non-­‐game
applicaLons).

What
will
a
game
layer
on
top
of
the
world
look
like?

Game
layers
will
affect
everything.

No
grades
or
report
cards
at
school
anymore.

AWendance
and
performance
earns
XP.
You’ll
level
up
through
school.

No
job
>tles.
Job
badges.
Salaries
will
become
more
transparent.
Because
you’ll
know
how
to
get
there.

We’ll
be
tricked
into
the
next
level
of
commercialisaLon.
Because
it’ll
be
fun.

Lessons
*
Rethink
internal/external
incen>visa>on
*
Buying
your
product
=
the
first
date!
*
The
power
of
instant
*
Life
is
boring.
Be
more
fun.

My
Mainstream

Long
tail
Fragmented
content
Lower
barrier
to
entry

The
future
will
change
our
definiLon
of
heroes.

My
Mainstream
doesn’t
always
include
Your
Media.

PROBLEM:
The
lower
the
barrier,
the
more
people
play

The
future?
A
1000
different
products
for
1000
different
people?

3D
prin>ng.
I
produce
My
Mainstream.
Now
everyone
has
a
unique
product!

“It’s
like
baking
a
cake,”
Atala
said…

What
happens
when
the
line
between
producLon
and
consumpLon
becomes
straight?

Lessons
*
Love
the
long
tail!
*
Re-­‐examine
supply
chains
*
Let
the
people
hack!

<
deep
breath
>

Oh
Crap
So
what
now?

Influencers
Genera>on
Noise
Incen>visa>on
ConversaLon
3D
Prin>ng
Transparency
Opt
in
Opt
Out
Trust
Privacy
HR
Relevance
Long
Tail
Moral
Rehab
Broadcast
CRM
EmoLonal
data

The
world
is
gepng
fast.
Be
flexible.

Take
yourself
a
lijle
less
seriously.
Take
your
customers
very
seriously.

…
and
remember
that
your
world
is
not
their
world.
Your
business
model
is
not
theirs.

The
illiterate
of
the
21st
Century
will
not
be
those
who
cannot
read
and
write,
but
those
who
cannot
learn,
unlearn
and
relearn.
-­‐
Alvin
Toffler

Don’t
be
scared
to
re-­‐invent
yourself.
Con>nually.
Because
otherwise
someone
will
do
it
for
you…

Thank
you…
www.andyhadfield.com
www.futureworld.co.za
@andyhadfield

• Image
and
content
credits:
– Title
image,
Future
Child:
hFp://www.impactlab.net/
– Theme
images
of
funny
kids:
hFp://scm-­‐l3.technora>.com/11/05/24/35085/surprised-­‐kid.jpg?t=20110524085157,
hFp://3.bp.blogspot.com/_1FL1VgCz2kM/TA9t8kJkoGI/AAAAAAAAATg/Tb-­‐vx7499L8/s1600/cute-­‐baby-­‐talking-­‐on-­‐phone.jpg,
hFp://blog.>mesunion.com/paren>ng/files/2010/10/Fotolia_4548778_Subscrip>on_L.jpg,
hFp://thebeau>fulstruggler.com/wp-­‐content/uploads/2010/04/black-­‐girl-­‐with-­‐beau>ful-­‐eyes-­‐horiz.jpg,
hFp://bestmalewallpapers.com/wallpapers/1397-­‐julian-­‐assange-­‐1280x800.jpg,
hFp://www.wordtwee>ng.com/uploads/MarkZuckerbergFacebookFounder.jpg,
hFp://www.mrgameroom.com/uploads/Kid%20playing-­‐video-­‐games.jpg,
hFp://www.diabetescare.net/CMS/DOCS/userfiles/image/Images%20-­‐%20Logos/Photos_com%20Images/BlackChild.jpg,
– Jack
Hadfield
Images
taken
on
an
iPhone
3GS
and
published
for
the
world
to
see
on
hFp://www.jackhadfield.com
– Paper.li
–
the
newspaper
for
TwiFer
links:
hFp://www.paper.li
– Telegram
image:
hFp://www.odl.state.ok.us/
– Lessons
kid
with
the
hair:
hFp://teachingamericanhistorync.org/Images/lessonplans.gif
– Facebook
like
buFon:
hFp://www.watblog.com
– Tech4Africa
gives
birth:
hFp://tech4africa.news24.com/2010/08/12/tech4africa-­‐gives-­‐birth/
– Vegas
picture:
hFp://www.freetriphotline.com/
– Ou
Toilet
Social
Chat
Service:
hFp://outoilet.wen.su/
(WARNING:
DISGUSTING,
R18)
– Foursquare
Check
In
Visualisa>on:
hFp://www.weeplaces.com
– Viao
in
the
pocket
and
ThinkPad
spoof:
hFp://asiajin.com/blog/2009/01/10/sonys-­‐pocket-­‐pc-­‐ad-­‐induced-­‐some-­‐parodies-­‐on-­‐the-­‐net/
– DNA
Image:
hFp://>mberwol|q.com/wp-­‐content/uploads/2008/12/human-­‐dna.jpg
– Cory
Doctorow:
hFp://meanland.com.au/
– Supermarket:
hFp://www.savingadvice.com/
– Drunk
guy:
hFp://www.funnypicture.in/
– Video:
When
Games
Invade
Real
Life
(Jesse
Schell.
TED
/
G4)
– Series
7
The
Contenders:
hFp://www.series7movie.com/
– hFp://www.bizreport.com/2011/01/avg-­‐children-­‐learning-­‐computer-­‐skills-­‐before-­‐life-­‐skills.html
– Bono:
hFp://www.hudba-­‐music.sk/
– Crowdsourced
t-­‐shirt
designs:
hFp://www.springleap.com
– Deon
Koegenlenberg
for
the
2020
essay
– hFp://technologizer.com/2008/08/05/the-­‐first-­‐1000-­‐iphone-­‐applica>on/
($1000
iPhone
App)
– $5000
burger:
hFp://www.myfoxtampabay.com/dpps/news/o~eat/$5,000-­‐burger-­‐unveiled-­‐in-­‐las-­‐vegas-­‐dpgonc-­‐km-­‐20110108_11356553,
hFp://blogs.wsj.com/speakeasy/2011/01/08/is-­‐this-­‐burger-­‐worth-­‐5000/
– Knowledge
vs
Skills
needed
to
unlock
knowledge
theme:
Wolfgang
Grulke,
10
Lessons
from
the
Future
– hFp://mashable.com/2010/10/11/social-­‐media-­‐aqer-­‐death/
– hFps://www.mywebwill.com/
– LeFer
image:
hFp://www.historyvortex.org/TheEmersonLeFers.html
– hFp://www.huffingtonpost.com/don-­‐tapscoF/whats-­‐wrong-­‐with-­‐the-­‐new-­‐_b_787819.html?page=3
– hFp://blogoscoped.com/archive/2010-­‐06-­‐24-­‐n15.html
– SMS
language
translator:
hFp://www.transl8it.com/cgi-­‐win/index.pl?convertPL
– Mark
Zuckerburg
Pic:
hFp://usnewstrend.com/email-­‐is-­‐dead-­‐claims-­‐facebook-­‐founder-­‐mark-­‐zuckerberg-­‐as-­‐he-­‐launches-­‐google-­‐gmail-­‐killer-­‐messaging-­‐service.html
– Thumbs
up:
hFp://babyah4.files.wordpress.com/2010/02/thumbs_up_nathan_eady_01.jpg
– Megaphone:
hFp://www.the-­‐fiqh-­‐hope.org/art/
– Digital
learning,
experience
sharing:
hFp://www.digitalchalkie.com/2008/05/20/i-­‐store-­‐my-­‐knowledge-­‐in-­‐my-­‐friends/
– Eran
and
Eric
from
hFp://www.springleap.com

Crowdsourced
answers
to
the
quesLon:
What
will
kids
in
the
2020s
have
to
put
up
with
from
a
digital
point
of
view?
• Digitally
Savvy
parents
• AlwaysOn
personal
recording
.
Curriculum
focusing
on
integra>ng
rather
than
learning
facts.
Social
profile
segmenta>on.
• people
around
them
not
being
able
to
keep
up
with
new
tech?
Every>me
something
new
comes
out,
groups
of
people
fall
behind.
• the
speed
and
volume
of
informa>on
that
they
will
need
to
digest
and
siq
the
trash
from
• same
as
today
-­‐
parents
taking
their
"life"
away
when
confisca>ng
their
"phone"
as
a
way
to
discipline
them
• parents
who
don't
understand,
ins>tu>ons
(schools,
gov,
etc)
who
s>ll
haven't
caught
up
and
aren't
mee>ng
needs.
• they
will
need
to
deal
with
losing
followers.
• more
noise,
increased
awareness
of
privacy,
connec>vity
everywhere,
any>me
• its
going
to
be
all
about
filtering
• criminally
high
line
rental
costs
from
Telkom.
Credit
card
debt
from
apps
bought
on
the
iphone
20.
• Pro:
Their
parents
can't
hide
that
they
were
animals
when
young.
Con:
Weak
memories,
because
they'll
never
memorise
anything.
• They'll
have
to
deal
with
the
nostalgia
of
older
genera>ons
wan>ng
to
hang
on
to
their
'tradi>onal'
forms
of
media
&
comms
• Microsoq
Windows
13
• Crowdsourcing
credits:
@pevideoguy,
@MikeTaberner,
@singe,
@stanlouw,
@geniusboywonder,
@Craigrodney,
@idale,
@Louis_JvR,
@hiltontarrant,
@TimmyPrice,
@patrickkayton,
@StevenBosch,
@adriandenoon,
@mozami,
@RianVDM,
@EvanDigital,
@GarronStevenson,
@ShaunKrog,
@antonyadelaar,
@shaunoakes,
@juliawillcox,
@Cynicalgrinch,
@wesleylynch,
Brandon
TancoW,
Sam
Lourenco,
Frank
Deroche