This document discusses trends that will affect the world in the next decade according to Marian Salzman. It covers 8 trends: 1) Increasing extreme weather events due to climate change, 2) Ongoing concerns about health risks from everyday products like cell phones, 3) Water scarcity becoming a global crisis as demand outstrips supply, 4) Products and services must have an online presence to remain relevant, 5) Social interactions increasingly occurring online rather than in person, 6) Advances in neuroscience changing what is known about the brain and potentially enhancing human abilities, 7) Virtual reality and simulations becoming more realistic than physical reality, and 8) Hyper-local information and services becoming more important than global issues.
How To Deal With Disruption and How To Thrive In A Disruptive AgeFahri Karakas
We live in interesting and accelerated times. No professional today, whether in the public or private sector, can afford to be unaware of the pace of changes surrounding them. The pace of business change happening around us is relentless. The global forces of competition, innovation, and new technologies are creating new markets while eliminating others.
Multidimensional technological forces involving automation, 3D printing, augmented reality, machine learning, Industry 4.0, internet of things, and blockchain are rapidly transforming the future of work, organizations, and jobs.
We are at the beginning of the fourth industrial revolution. Developments in machine learning, robotics, nanotech, biotech, and 3D printing are all building on and amplifying one another. Technology is disruptive and it keeps transforming workplaces, business practices, and work processes. Companies are trying hard to survive — the only way to survive is to adapt, change, and innovate fast.
Companies are hungrier for smart ideas and innovations than ever before because they know they will go extinct unless they learn, improve, evolve, accelerate, and create constantly.
89% of Fortune 500 companies from 1955 are not on the list in 2014. The average age of a company listed on the S&P 500 was 67 years old in the 1920s. Right now this age is 15 years only and it keeps going down. In 2028, 40% of all S&P 500 companies are expected to disappear from this list. Similarly, 75% of S&P 500 firms are estimated to be replaced within 15 years.
In 1996, Kodak had nearly 150 thousand employees and $28 billion market cap. In 2008, the whole market was gone. The invention of digital cameras eliminated traditional camera businesses. A company that is not trying to disrupt itself is destined to be disrupted.
We are experiencing a digital revolution and the industrial paradigm is over. Mass production is becoming obsolete and 3D printers are replacing factories. Companies work in virtual networks and remote work is the order of the day.
Products are bought on demand and they are customized by default. We do not need huge scales of economy, organization charts, hierarchies, factories, standardized exams, or large production floors anymore.
We do not need cable TV, mass-market, and broadcast advertising. We are now experiencing a borderless, democratized, digital world where each individual can have a huge impact.
We can now create our own game in this world. We can design games, create our own blogs or podcasts or YouTube channel or raise funds on Kickstarter. We can write a book and explain ourselves to the world. We can create fresh and exciting digital products (training, courses, etc.) We live in a world where ideas can change people’s lives. This means all of us can create our own game.
It is impossible to imagine that the skills needed at work will remain the same in the new decade. The world is changing fast and we need to learn, re-invent, and disrupt ourselves every day.
What Is Social Media? This short slideshow will make things clearer.
Having worked in the media for 15 years, with many newspapers, magazines, advertising and PR companies, producing quality content, I have now taken the step into Social Media. Drawing on the experience of many years marketing on-line and creating content, we are able to offer companies training and solutions to integrate Social Media into their overall business strategy.
http://AardvarkSocialMedia.com
Take a look at our Services page to see the packages on offer, so we can help you!
New body culture, tattoo, smart drugs, future fabrics in fashion and a fast r...Buddha Jeans Company
A reality check and new body culture
The world around us seems sometimes totally out of control, our lack of ability to catch it and being here and now is difficult. Naturally we come to a point where we feel loose of control and everything feels as a giant chaotic state. We stop and drop out. The capability to grip disappears. Most people drop out of fashion, music, film or digital trends at one point. We tune out and our kids tune in, soon they are also turning out. Their kids continue this merry goes round in a faster and faster way than before. Not unlike the wheel of life and death, (Dharma wheel) this cycle goes on and every time we believe that we see, hear or feel as everything never have been done before. But this, but this is far from the truth. And how many parents have not shaken their heads while the youngest turns up the volume to 11. Parents who scream out; turn of that noise off, you call it music? Its dam noise”, forgetting that they heard the same thing from their parents.
Where is the borderline between young, old, hippies or punks?
The difference between young and old, hippies or punk, local or global culture get mixed and melt different cultural elements together. We are more adaptable than ever, like chameleons we change, adopt and paste into every situation we face, anywhere at any time. Walking global media units receives, sending and sort out information faster and faster. This is a highly dangerous development, everybody needs to disconnect from time to time, but try to take away from whomever the mobile phone and laptop for a week, you will after a day or two see a pale, uncomfortable and highly restless person. If the mobile phone was the modern cigarette Smartphones are the new Heroin, you get highly addicted, but not the same abstinent physical illness.
About a week ago day on the tram this young, drunk and homeless boy sit next to me and talk to everyone and he screams out that he did not understand much about it all. I replied as I sat next to him that it was good to hear because I do not understand anything as well.
What do I know?
I was thinking what do I really know? And I got this lost feeling that everything happening around me is unreal. One see and read all the news about education, terror, war, friends, social media, jobs not jobs, the terrorists in Afghanistan the war in Iraq, Steak or Sushi for dinner, red or blue, Athens or Rome, Facebook or Twitter, blog or web site? And then I just get dizzy. There are so many choices. When I start thinking like this I feel that I am totally losing the grip into the big chaos that surrounds me.
A Presentation about the deep-seated anxiety consumers and clients feel about Climate Change and the leadership role brands and businesses can take in empowering people to address the future with confidence.
Top 10 Global Future Trends 2015 - Roger James HamiltonRoger Hamilton
Slides from the Top 10 Trends 2014 Europe Tour, hosted in London, September 2014. How will the waves of the future impact your business? Join Roger James Hamilton in upcoming events and entrepreneur accelerators around the world at http://www.rogerjameshamilton.com
If you want to know something about the future just study the present. Marsh...Buddha Jeans Company
WHERE DOES IT ALL START
We drop out of fashion
The world around us seems sometimes totally out of control, our lack of ability to catch it and being here and now is difficult. Naturally we come to a point where we feel loose of control and everything feels as a giant chaotic state. We stop and drop out. The capability to grip disappears. Most people drop out of fashion, music, film or digital trends at one point. We tune out and our kids tune in, soon they are also turning out. Their kids continue this merry goes round in a faster and faster way than before. Not unlike the wheel of life and death, (Dharma wheel) this cycle goes on and every time we believe that we see, hear or feel as everything never have been done before. But this, but this is far from the truth. And how many parents have not shaken their heads while the youngest turns up the volume to 11. Parents who scream out; turn of that noise off, you call it music? Its dam noise”, forgetting that they heard the same thing from their parents.
Where is the borderline between young, old, hippies or punks?
The difference between young and old, hippies or punk, local or global culture get mixed and melt different cultural elements together. We are more adaptable than ever, like chameleons we change, adopt and paste into every situation we face, anywhere at any time. Walking global media units receive, sending and sort out information faster and faster. This is a highly dangerous development, everybody needs to disconnect from time to time, but try to take away from whomever the mobile phone and laptop for a week, you will after a day or two see a pale, uncomfortable and highly restless person. If the mobile phone was the modern cigarette Smartphones are the new Heroin, you get highly addicted, but not the same abstinent physical illness.
About a week ago day on the tram this young, drunk and homeless boy sit next to me and talk to everyone and he screams out that he did not understand much about it all. I replied as I sat next to him that it was good to hear because I do not understand anything as well.
What do I know?
I was thinking what do I really know? And I got this lost feeling that everything happening around me is unreal. One see and read all the news about education, terror, war, friends, social media, jobs not jobs, the terrorists in Afghanistan the war in Iraq, Steak or Sushi for dinner, red or blue, Athens or Rome, Facebook or Twitter, blog or web site? And then I just get dizzy.
There are so many choices. When I start thinking like this I feel that I am totally losing the grip into the big chaos that surrounds me.
Chaos
Chaos, derived from the Ancient Greek Χάος, Chaos) typically means a state lacking order or predictability. In ancient Greece, it first meant the initial state of the universe, and, by extension, space, darkness, or a; and informally to mean a state of confusion, and in this case popular culture.
The largest consumer group is also
This issue highlights key shifts and new pattern formations in the environment: Society, Financial Economy, Health, Transportation, Retail, Food and Drink, Marketing and Advertising, Information Technology as well as Media and Entertainment. Each section contains inspirations to provoke new thoughts and ideas for innovative concepts as well as 3 scenarios that highlight ways in which these trends could disrupt your business within 5 years.
How To Deal With Disruption and How To Thrive In A Disruptive AgeFahri Karakas
We live in interesting and accelerated times. No professional today, whether in the public or private sector, can afford to be unaware of the pace of changes surrounding them. The pace of business change happening around us is relentless. The global forces of competition, innovation, and new technologies are creating new markets while eliminating others.
Multidimensional technological forces involving automation, 3D printing, augmented reality, machine learning, Industry 4.0, internet of things, and blockchain are rapidly transforming the future of work, organizations, and jobs.
We are at the beginning of the fourth industrial revolution. Developments in machine learning, robotics, nanotech, biotech, and 3D printing are all building on and amplifying one another. Technology is disruptive and it keeps transforming workplaces, business practices, and work processes. Companies are trying hard to survive — the only way to survive is to adapt, change, and innovate fast.
Companies are hungrier for smart ideas and innovations than ever before because they know they will go extinct unless they learn, improve, evolve, accelerate, and create constantly.
89% of Fortune 500 companies from 1955 are not on the list in 2014. The average age of a company listed on the S&P 500 was 67 years old in the 1920s. Right now this age is 15 years only and it keeps going down. In 2028, 40% of all S&P 500 companies are expected to disappear from this list. Similarly, 75% of S&P 500 firms are estimated to be replaced within 15 years.
In 1996, Kodak had nearly 150 thousand employees and $28 billion market cap. In 2008, the whole market was gone. The invention of digital cameras eliminated traditional camera businesses. A company that is not trying to disrupt itself is destined to be disrupted.
We are experiencing a digital revolution and the industrial paradigm is over. Mass production is becoming obsolete and 3D printers are replacing factories. Companies work in virtual networks and remote work is the order of the day.
Products are bought on demand and they are customized by default. We do not need huge scales of economy, organization charts, hierarchies, factories, standardized exams, or large production floors anymore.
We do not need cable TV, mass-market, and broadcast advertising. We are now experiencing a borderless, democratized, digital world where each individual can have a huge impact.
We can now create our own game in this world. We can design games, create our own blogs or podcasts or YouTube channel or raise funds on Kickstarter. We can write a book and explain ourselves to the world. We can create fresh and exciting digital products (training, courses, etc.) We live in a world where ideas can change people’s lives. This means all of us can create our own game.
It is impossible to imagine that the skills needed at work will remain the same in the new decade. The world is changing fast and we need to learn, re-invent, and disrupt ourselves every day.
What Is Social Media? This short slideshow will make things clearer.
Having worked in the media for 15 years, with many newspapers, magazines, advertising and PR companies, producing quality content, I have now taken the step into Social Media. Drawing on the experience of many years marketing on-line and creating content, we are able to offer companies training and solutions to integrate Social Media into their overall business strategy.
http://AardvarkSocialMedia.com
Take a look at our Services page to see the packages on offer, so we can help you!
New body culture, tattoo, smart drugs, future fabrics in fashion and a fast r...Buddha Jeans Company
A reality check and new body culture
The world around us seems sometimes totally out of control, our lack of ability to catch it and being here and now is difficult. Naturally we come to a point where we feel loose of control and everything feels as a giant chaotic state. We stop and drop out. The capability to grip disappears. Most people drop out of fashion, music, film or digital trends at one point. We tune out and our kids tune in, soon they are also turning out. Their kids continue this merry goes round in a faster and faster way than before. Not unlike the wheel of life and death, (Dharma wheel) this cycle goes on and every time we believe that we see, hear or feel as everything never have been done before. But this, but this is far from the truth. And how many parents have not shaken their heads while the youngest turns up the volume to 11. Parents who scream out; turn of that noise off, you call it music? Its dam noise”, forgetting that they heard the same thing from their parents.
Where is the borderline between young, old, hippies or punks?
The difference between young and old, hippies or punk, local or global culture get mixed and melt different cultural elements together. We are more adaptable than ever, like chameleons we change, adopt and paste into every situation we face, anywhere at any time. Walking global media units receives, sending and sort out information faster and faster. This is a highly dangerous development, everybody needs to disconnect from time to time, but try to take away from whomever the mobile phone and laptop for a week, you will after a day or two see a pale, uncomfortable and highly restless person. If the mobile phone was the modern cigarette Smartphones are the new Heroin, you get highly addicted, but not the same abstinent physical illness.
About a week ago day on the tram this young, drunk and homeless boy sit next to me and talk to everyone and he screams out that he did not understand much about it all. I replied as I sat next to him that it was good to hear because I do not understand anything as well.
What do I know?
I was thinking what do I really know? And I got this lost feeling that everything happening around me is unreal. One see and read all the news about education, terror, war, friends, social media, jobs not jobs, the terrorists in Afghanistan the war in Iraq, Steak or Sushi for dinner, red or blue, Athens or Rome, Facebook or Twitter, blog or web site? And then I just get dizzy. There are so many choices. When I start thinking like this I feel that I am totally losing the grip into the big chaos that surrounds me.
A Presentation about the deep-seated anxiety consumers and clients feel about Climate Change and the leadership role brands and businesses can take in empowering people to address the future with confidence.
Top 10 Global Future Trends 2015 - Roger James HamiltonRoger Hamilton
Slides from the Top 10 Trends 2014 Europe Tour, hosted in London, September 2014. How will the waves of the future impact your business? Join Roger James Hamilton in upcoming events and entrepreneur accelerators around the world at http://www.rogerjameshamilton.com
If you want to know something about the future just study the present. Marsh...Buddha Jeans Company
WHERE DOES IT ALL START
We drop out of fashion
The world around us seems sometimes totally out of control, our lack of ability to catch it and being here and now is difficult. Naturally we come to a point where we feel loose of control and everything feels as a giant chaotic state. We stop and drop out. The capability to grip disappears. Most people drop out of fashion, music, film or digital trends at one point. We tune out and our kids tune in, soon they are also turning out. Their kids continue this merry goes round in a faster and faster way than before. Not unlike the wheel of life and death, (Dharma wheel) this cycle goes on and every time we believe that we see, hear or feel as everything never have been done before. But this, but this is far from the truth. And how many parents have not shaken their heads while the youngest turns up the volume to 11. Parents who scream out; turn of that noise off, you call it music? Its dam noise”, forgetting that they heard the same thing from their parents.
Where is the borderline between young, old, hippies or punks?
The difference between young and old, hippies or punk, local or global culture get mixed and melt different cultural elements together. We are more adaptable than ever, like chameleons we change, adopt and paste into every situation we face, anywhere at any time. Walking global media units receive, sending and sort out information faster and faster. This is a highly dangerous development, everybody needs to disconnect from time to time, but try to take away from whomever the mobile phone and laptop for a week, you will after a day or two see a pale, uncomfortable and highly restless person. If the mobile phone was the modern cigarette Smartphones are the new Heroin, you get highly addicted, but not the same abstinent physical illness.
About a week ago day on the tram this young, drunk and homeless boy sit next to me and talk to everyone and he screams out that he did not understand much about it all. I replied as I sat next to him that it was good to hear because I do not understand anything as well.
What do I know?
I was thinking what do I really know? And I got this lost feeling that everything happening around me is unreal. One see and read all the news about education, terror, war, friends, social media, jobs not jobs, the terrorists in Afghanistan the war in Iraq, Steak or Sushi for dinner, red or blue, Athens or Rome, Facebook or Twitter, blog or web site? And then I just get dizzy.
There are so many choices. When I start thinking like this I feel that I am totally losing the grip into the big chaos that surrounds me.
Chaos
Chaos, derived from the Ancient Greek Χάος, Chaos) typically means a state lacking order or predictability. In ancient Greece, it first meant the initial state of the universe, and, by extension, space, darkness, or a; and informally to mean a state of confusion, and in this case popular culture.
The largest consumer group is also
This issue highlights key shifts and new pattern formations in the environment: Society, Financial Economy, Health, Transportation, Retail, Food and Drink, Marketing and Advertising, Information Technology as well as Media and Entertainment. Each section contains inspirations to provoke new thoughts and ideas for innovative concepts as well as 3 scenarios that highlight ways in which these trends could disrupt your business within 5 years.
Similar to Marian Salzman @ Media Future Week (20)
Willem Brom (EndemolShine) over non-scripted voor streamersMedia Perspectives
Dit zijn de slides afkomstig uit de presentatie van Willem Brom (EndemolShine) gegeven op 6 oktober 2020 tijdens het Cross Media Café - Video voor nieuwe platforms.
Jordi van de Bovenkamp (MediaMonks) met vijf tips voor fit-for-format-contentMedia Perspectives
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Paulo Lopes Escudeiro over nieuwe TikTok-gewoontes @ Cross Media Café - Nieuw...Media Perspectives
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Datum: dinsdag 19 mei 2020
Event: Cross Media Café - Nieuwe rol voor het publiek
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Paul Bojarski, CEO Sceenic, vertelt over de nieuwe formats die met Sceenic Events Solution gerealiseerd worden rond archiefmateriaal. Zo keken fans samen met boxer Dave Allen naar een oude wedstrijd, waarbij Allen commentaar gaf en met fans praatte.
Datum: 21 april 2020
Cross Media Café - Innovatie in coronatijden
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Tomas van den Spiegel, CEO Flanders Classics en Jorre Belpaire, Head of Europe Kiswe Mobile over de virtuele Ronde van Vlaanderen – een massaal bekeken wielerwedstrijd met coureurs die vanuit huis op hun eigen fiets meededen aan een digitale wedstrijd.
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Arno Scharl (webLyzard technology) over online corona sentimenten weergeeft @...Media Perspectives
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Op maandag 7 oktober presenteerde William Linders (ODMedia) over de opkomst van SVOD en AVOD. Met uitleg waarom TVOD stagneert en SVOD groeit. Ook was er in zijn presentatie aandacht voor de reden waarom de distributiemarkt wordt gedomineerd door internationale partijen.
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Tijdens de expertsessie Video on Demand op maandag 7 oktober presenteerde Suzan Hoogland (GfK) over hoe de Nederlander 'video' consumeert. Met antwoord op de vragen:
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SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
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GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
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This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
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Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
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- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
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- How to build efficient development pipeline roles and component templates
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📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
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Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
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Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
By Design, not by Accident - Agile Venture Bolzano 2024
Marian Salzman @ Media Future Week
1. 2020 Tr ends:
What Will Affect Our
World in the Next Decade?
Media Future Week
Marian Salzman
May 16, 2011
@ erwwpr Marian Salzman Trendspotting
2. Why Trends?
Why do we look at trends when
creating actionable and insightful
strategies for big brands?
@ erwwpr Marian Salzman Trendspotting
3. Why Trends?
Why do we look at trends when
creating actionable and insightful
strategies for big brands?
•To identify the driving forces behind today and the
future and plan for long-term success.
@ erwwpr Marian Salzman Trendspotting
4. Why Trends?
Why do we look at trends when
creating actionable and insightful
strategies for big brands?
•Toidentify the driving forces behind today and the future
and plan for long-term success.
•To discover unexpected opportunities that can help
transform brands and businesses.
@ erwwpr Marian Salzman Trendspotting
5. Why Trends?
Why do we look at trends when
creating actionable and insightful
strategies for big brands?
•Toidentify the driving forces behind today and the future
and plan for long-term success.
•To discover unexpected opportunities that can help
transform brands and businesses.
•To manage into change by giving insight into the
drivers of key business, consumer and social trends.
@ erwwpr Marian Salzman Trendspotting
6. Learning to
Spot Trends social
It means tracking momentum
people
companies
radical
breakthroughs
economies
brands
@ erwwpr Marian Salzman Trendspotting
7. Spotting trends
is big business for people
in many industries who need
to be thinking ahead, for
themselves and their clients.
@ erwwpr Marian Salzman Trendspotting
8. And, really, isn’t that
everyone today?
@ erwwpr Marian Salzman Trendspotting
12. 1. Mother Earth
Needs Valium
•Maybe in the decades of prosperity we forgot how much we
depend on Mother Earth. Then came Hurricane Katrina and
all the ensuing worrying signs: tornadoes ripping across the
southern U.S.; massive flooding in Pakistan, Sri Lanka and
Australia; a heat wave in Russia; torrential rain and
mudslides in Brazil….
•The jury is still out on whether it’s man-made or not. But
either way, the climate is changing and getting decidedly weird.
•Are seismic events getting more frequent, too? The 2004
Asian earthquake and tsunami; earthquakes in Spain, China,
Haiti, Chile and New Zealand; the volcanic eruptions of
Eyjafjallajökull in Iceland and Merapi in Indonesia last year;
and this year’s Japanese earthquake and tsunami.
@ erwwpr Marian Salzman Trendspotting
13. 1. Mother Earth
Needs Valium
•What’s next? Could the La Palma volcano in the Canaries
erupt and send a megatsunami across to flatten the U.S.
East Coast? Could the Yellowstone Supervolcano blow up into
the finale to end all finales, with Americans getting a
ringside seat?
•Only economic engineering, with a massive injection and drip
feed of money, have saved the world from near economic
catastrophe so far. What sort of geo-engineering do we need
to save the world?
•How big a valium would we need to calm Mother Earth?
@ erwwpr Marian Salzman Trendspotting
14. How Trend No. 1
Means Business:
The Dutch have arguably the world’s
best record in geo-engineering with
water management; when the world
fears eco-bust, Dutch can think geo-
boom. Businesses everywhere need to be
sure they’re better prepared than
Tokyo Electric Power Co. Not many
countries would behave as meekly as
the Japanese.
@ erwwpr Marian Salzman Trendspotting
17. 2. Tobacco, GMOs,
Trans Fats…What’s Next?
•When so many things turn out to pose health risks, what
can consumers trust? Which everyday products could kill
them? We’re all familiar with these:
– Tobacco. Doctors and a young Ronald Reagan promoted the health
benefits of cigarettes. Even after medical research found conclusive
proof of health risks, tobacco companies continued to refute it.
– GMOs. When genetically modified organisms hit the headlines around
a decade ago—after the BSE scandal—Europeans talked of Frankenstein
foods and set strict regulations. As of April 2011, the EU is still
hesitant; GMO cultivation is limited.
@ erwwpr Marian Salzman Trendspotting
18. 2. Tobacco, GMOs,
Trans Fats…What’s Next?
And next, wireless communications?:
– Cell phones. For a decade, people have been wondering whether cell
phones bring health risks—especially brain tumors—but the U.S. FDA
says, “The weight of scientific evidence has not linked cell phones with
any health problems.” In Europe, many sites are quoting a 2007 report
from the European Environment Agency saying that cell-phone
technology “could lead to a health crisis similar to those caused by
asbestos, smoking and lead in petrol.”
•The concerns aren’t stopping cell phones and Wi-Fi from
being widely adopted, so the potential for an issue is
growing. Although maybe the worries will switch to
repetitive strain injury—teens and young adults, especially,
spend far more time texting than calling.
@ erwwpr Marian Salzman Trendspotting
19. How Trend No. 2
Means Business:
Everything could change with a
“perfect wireless storm.” Everyone in
cell-phone and Wi-Fi provision needs to
think about potential vulnerability to
claims by millions–maybe hundreds of
millions–of global consumers.
@ erwwpr Marian Salzman Trendspotting
21. 3 Water:
.The Next Oil
@ erwwpr Marian Salzman Trendspotting
22. 3. Water:
The Next Oil
•People have been talking for decades about water as the next
oil, but it will soon become a scary truth—and we’re not talking
bottled water, which already costs as much as car fuel.
•Drier places in the world (Australia, the Middle East, the
American Southwest) have long lived with drought and
squabbled over water resources for the basics of life:
drinking and growing food.
@ erwwpr Marian Salzman Trendspotting
23. 3. Water:
The Next Oil
•Now, modern consumption and hygiene habits, plus today’s
population growth, have been draining reservoirs, rivers and
groundwater faster than a bathtub with the plug pulled.
•Whole seas have been shrinking—the Aral Sea in Central
Asia and the Dead Sea in the Middle East, and in the U.S.,
Lake Mead was an estimated 54 percent empty in 2008.
With climate change, southern Europe could become even
more like North Africa.
@ erwwpr Marian Salzman Trendspotting
24. How Trend No. 3
Means Business:
The slowly unfolding water crisis is a
great opportunity for businesses to
roll out more water-efficient products
for newly conscientious consumers.
Companies and countries with a track
record in water will be especially
well placed.
@ erwwpr Marian Salzman Trendspotting
26. 4 What’s Not
.Online-able
Is Doomed
@ erwwpr Marian Salzman Trendspotting
27. 4. What’s Not Online-
able Is Doomed
•In the 1980s, CDs made LPs obsolete, then MP3 music
through the Internet started killing CDs and undermining
the whole old-style music industry.
•Inthe late 1990s, DVDs started replacing VHS tapes; a
decade later, DVDs are under pressure from Tivo-style DVRs
and on-demand Internet-delivery services.
@ erwwpr Marian Salzman Trendspotting
28. 4. What’s Not Online-
able Is Doomed
•Digitalcameras hit consumer markets in the early 2000s;
in 2005, Kodak’s digital products and services overtook its
film product sales. Now, who needs a camera when a mobile
phone can take pictures and upload them to view online?
•Printedbooks, magazines and newspapers are selling less,
and the contents are being consumed more on computers
and pads. In February 2011, e-book sales overtook print
book sales with a 202 percent month-over-month increase.
@ erwwpr Marian Salzman Trendspotting
29. How Trend No. 4
Means Business:
Consumers value being able to do
things online–including having
friendships. Brands or products that
have smart online elements will beat
those that don’t.
@ erwwpr Marian Salzman Trendspotting
31. 5.Antisocial
The New Social:
@ erwwpr Marian Salzman Trendspotting
32. 5. The New Social:
Antisocial
•Even if we don’t like the name, we all love social media. But
sometimes its paradoxes are just plain ridiculous—or tragic.
•These days, people don’t smoke when they’re feeling nervous
in a social setting; they check their FB page or Twitter feed
on their mobile device (as antisocial to people nearby as
having cigarette smoke blown on them).
•Some people even check their mobile device while they’re
walking along the street or in stores, oblivious to the people
around them—until they bump into them.
@ erwwpr Marian Salzman Trendspotting
33. 5. The New Social:
Antisocial
•The “new social” often interrupts physical interactions with
people—attention keeps flitting from the face-to-face
conversation to the online action.
•It’s a one-way trend of more technology, nevertheless.
Another 10 years of smart phones (iPhone 15?) and tablets
(iPad 13?) will make it even more compelling for consumers
to conduct social interactions through their technology.
@ erwwpr Marian Salzman Trendspotting
34. How Trend No. 5
Means Business:
As consumers’ social interactions are
mediated more by tech, companies have
a huge scope for making money with
hardware, software and services that
enhance them.
@ erwwpr Marian Salzman Trendspotting
36. 6 The Brain and Homo
.Sapiens 2.0
@ erwwpr Marian Salzman Trendspotting
37. 6. The Brain and Homo
Sapiens 2.0
•Neuroscience is the new rock ’n’ roll, the new darling of the
media, looking into brains with high-tech scanners and
revealing the workings of everything from addiction to love.
•Itholds out the promise of enhancing memory and
creativity, as well as offering better treatment for illnesses
such as dementia and Parkinson’s, and delaying the aging of
the brain with supplements, drugs and devices.
•And there’s more…
@ erwwpr Marian Salzman Trendspotting
38. 6. The Brain and Homo
Sapiens 2.0
•We now know that our brains are shaped—literally—by what
we experience. And what we are increasingly experiencing is
interactive technology mediated through the screens that
represent the world to us.
•Now we have the scientific instruments to see how the
technical tools we’re using are changing our brains. We have
a box seat to watch the emergence of Homo sapiens 2.0.
“Perhaps not since early man first discovered how to
use a tool has the human brain been affected so
quickly and so dramatically.” —UCLA neuroscientist Gary
Small on modern technology
@ erwwpr Marian Salzman Trendspotting
39. How Trend No. 6
Means Business:
Watch as n (for “neuro”) gets applied to
brain products and services: nBoosters,
nHancers, nNutrients, nGames,
nGagement. Get into people’s brains
yourself by becoming a detached
anthropologist to notice key points that
might not be apparent to insiders (who
might be too busy screen-watching).
@ erwwpr Marian Salzman Trendspotting
41. 7 More Real
. than Real
@ erwwpr Marian Salzman Trendspotting
42. 7. More Real
than Real
•Even in the dark ages of computer graphics, the U.S. Marines
were using a version of first-person shooter game Doom for
training, and airline pilots were training on simulators.
•Now with CGI and 3-D, gamemakers and moviemakers are
creating experiences more vivid, more stimulating and more
immersive than virtually anything in the mundane physical
world of everyday reality.
•Military pilots “fly” unmanned drones on combat missions,
and millions of civilians immerse themselves in
hyperrealistic computer games for hours on end.
@ erwwpr Marian Salzman Trendspotting
43. 7. More Real
than Real
•Itdoesn’t even need fancy graphics: Interactions on simple
text-based social media platforms such as Facebook are
typically experienced comparably to offline interactions
(online-ability strikes again!).
•Some consumers already tend to find ordinary life
experiences less “real” than mediated virtual experiences.
As computing power increases and technology companies
refine their offerings, growing numbers of consumers will
drive this trend.
@ erwwpr Marian Salzman Trendspotting
44. How Trend No. 7
Means Business:
In the struggle for consumers’
attention, there are two options: Pay
out a lot of money for Matrix and
Avatar levels of vividness or get much
smarter at lower-cost “nGagement.”
@ erwwpr Marian Salzman Trendspotting
46. 8 Hyperlocal Is
.the New Global
@ erwwpr Marian Salzman Trendspotting
47. 8. Hyperlocal
Is the New Global
•It’s interesting to know what’s happening in other parts of
the world, but how much does it really matter? Compare it
with what’s happening hyperlocally, right on your doorstep,
which is more likely to be useful and virtually guaranteed to
be relevant.
•All the hot new online services are either about where
people live or work (Groupon in the U.S., Mecom in the
Netherlands and other parts of Europe, ProXiti in France,
Patch in the U.S.) or where you are right now with your
mobile device (Foursquare, Gowalla), so that they can
deliver news, information and deals that are likely to matter
to you.
@ erwwpr Marian Salzman Trendspotting
48. 8. Hyperlocal
Is the New Global
•Hyperlocal media is more than just the traditional local
newspaper or broadcasting delivered through the Internet: It
patches together journalism, bloggers, citizen journalists, and
people taking videos and photos in an online grapevine.
•Hyperlocal media uses the real-time, multimedia, interactive
power of the Internet to strengthen connections within and
between local communities.
@ erwwpr Marian Salzman Trendspotting
49. How Trend No. 8
Means Business:
With the Internet, businesses can
track consumer choices and adjust
offers to match. Hyperlocal media
makes them even more relevant to
consumers and their communities.
@ erwwpr Marian Salzman Trendspotting
52. 9. USA: No.
Internet: Yes.
•Although the United States still has many of the world’s
biggest tech brands, it no longer dominates the action on the
Internet. North America now accounts for just 13.5 percent
of Internet users, compared with 24.2 percent in Europe and
42 percent in Asia.
•Silicon Valleyis the spiritual home of the Internet, and the
U.S. government (DARPA) is its spiritual father, but the
Internet is now bigger than both. The Internet has made a
fading United States less important as a physical place in
the world.
@ erwwpr Marian Salzman Trendspotting
53. 9. USA: No.
Internet: Yes.
•Today, many of the best bits of the U.S. are available on the
Internet 24/7: music, movies, sports, TV, keynote speakers
on TED, educational materials. It’s always there virtually, so
there’s less need to go there physically.
•The more time consumers spend online, the more their
cyberspace destinations will blur with physical locations in
their mind.
@ erwwpr Marian Salzman Trendspotting
54. How Trend No. 9
Means Business:
The Internet is ousting America as the
iconic Land of Dreams. People with
great ideas and determination can
meet up online, make things happen
and make their fortune (without the
green card hassle).
@ erwwpr Marian Salzman Trendspotting
56. 10 English Out,
.Globish In
@ erwwpr Marian Salzman Trendspotting
57. 10. English Out,
Globish In
•Ambitious people with an eye on the coming superpower
might be learning Mandarin as a second language, but most
of the rest of the world is learning English. It’s the network
effect at work.
•GlobetrottingFrench businessman Jean-Paul Nerrière noticed
how many non-native speakers struggled with “proper
English” and set about creating a standardized, simplified
form of English with a vocabulary of 1,500 words and a
simple structure—a world language called Globish.
@ erwwpr Marian Salzman Trendspotting
58. 10. English Out,
Globish In
•In keeping with the online-ability imperative, anybody
interested in learning the slimmed-down global English can
go to Globish.com and start learning.
•The Globish initiative has fired up journalist Robert McCrum,
who made an authoritative TV documentary of the English
language 25 years ago. He now sees Globish as the language
of the Internet-powered world.
“English plus Microsoft equals a new cultural
revolution…a global means of communication that is
irrepressibly contagious, adaptable, populist and
subversive.” —Robert McCrum
@ erwwpr Marian Salzman Trendspotting
59. How Trend No. 10
Means Business:
In data communication, TCP/IP and
HTML enabled people in any country
with any computer to communicate. In
verbal communication, Globish has the
potential to do the same. Brands need
to learn Globish.
@ erwwpr Marian Salzman Trendspotting
61. 11 Long, Sloooow,
.Demanding TV
@ erwwpr Marian Salzman Trendspotting
62. 11. Long, Sloooow,
Demanding TV
•For a long time, everything seemed to be getting faster and
shorter—MTV videos, fast-cut movie action sequences and
now millions of YouTube clips. Not much attention required.
•Then came much more demanding long-form TV series with
much less action and much more complex plotlines spread
over many episodes and multiple series—think “Lost,” “The
Wire,” “Deadwood,” “Mad Men.”
@ erwwpr Marian Salzman Trendspotting
63. 11. Long, Sloooow,
Demanding TV
•Asa yin to the yang of youth-targeted, fast-twitch TV,
demand for complex long-form TV has grown organically as
mature consumers get drawn in and find themselves hooked.
•Europe has developed a taste for swapping loooong, sloooow
gritty crime dramas shown in the original language with
subtitles—“The Killing” (“Forbrydelsen”) from Denmark,
“Spiral” (“Engrenages”) from France, “Wallander” from
Sweden.
@ erwwpr Marian Salzman Trendspotting
64. How Trend No. 11
Means Business:
Out in Consumerland, there is an
appetite for content that rewards
adult attention and sophisticated
intelligence. The catch: It requires
those traits from producers and
consumers.
@ erwwpr Marian Salzman Trendspotting
66. 11.5Kick Start
Career
@ erwwpr Marian Salzman Trendspotting
67. 11.5 Career
Kick Start
•Some choose to start over; others are forced by circumstance.
Either way, hundreds of thousands of people are embarking
on new careers. Great Recession = Great Kick Start?
•Many older people have been forced back to work because
pensions, savings or investments don’t cover their costs of
living—and increasing life spans mean they’ll need even more.
•Fewer workers means lower costs for businesses—but also
less money for consumers to spend on their products.
@ erwwpr Marian Salzman Trendspotting
68. How Trend No. 11.5
Means Business:
The more businesses can foster people
starting new careers, the more money
consumers will have to spend on the
products businesses make.
@ erwwpr Marian Salzman Trendspotting
70. What It All Means
•Unexpected quakes (whether the death of Bin Laden or
perma-rattles in Tokyo) cause lasting shudders.
•The real-time news ticker with the stock indices gives us all
a minute-by-minute measure of the ROI of the consuming
life—we have become “bad news bears.”
•“Mycasting”becomes the name of the news dissemination
game, and we’re all in the control booth.
•Miniature, flexible and portable—from the cloud to the idea
of classrooms in backpacks versus backpacks in classrooms.
Have office, will travel (or not).
•Everything is changing faster, more furiously and sometimes
with less purpose than ever. Stress fuels decades of adult life.
•ADD is the new normal. If you can’t multitask, you’re a
white elephant.
@ erwwpr Marian Salzman Trendspotting