Technology Trends

Cameron Friedlander | VP / Creative Technology

07.24.2009
 Digital Brand Activation
70+ employees
Est. 1992
a WPP company
http://designkitchen.com
twitter @designkitchen

VP of Creative Technology
twitter @designkitchen
Technology Trends / Introduction

Setting the Agenda

We Will be Here
Cloud

Apps

Device User

Pervasive Social

We Are Here
“The Desktop is Dead”
Literal / Figurative
Technology Trends / Introduction

Devices

Desktop Netbook
Programs Cloud
Phone Computer
Content Pervasive
 Wikipedia

“Pervasive / ubiquitous
computing (ubicomp) is a post-
desktop model of human-
computer interaction in which
information processing has been
thoroughly integrated into
everyday objects and activities.”
aka everyware
Technology Trends | Applications

Cloud Computing
In the Home
Jungle

Web Services over the internet

To replace programs on your desktop

Walking
Flying
Technology Trends | Applications

The Cloud Operating System

Google Chrome
» Applications as web applications
» Access from any place, anywhere
» Devices as a way to get to the
information
» Google Wave
» Microsoft vs. Google
Technology Trends | Applications

Mobile
Palm Pre
» Supports multitask environment
iPhone
» Single application environment
All
» GPS
» Video
» Pervasive Computing
Technology Trends | Applications

The New Look of Information

Technology Trends | Applications

The New Look of Information

NUI / Gestures
» Natural User Interface
» Tablets
» Mobile Devices
» Scrolling / Drag
» Multi-touch
» Affordance
Technology Trends | Information

The Newspaper vs. Twitter

Batch Processing
» Getting information in
Lump batches
» Like a Newspaper
real-time Processing
» Getting information immediately
» Trending
» Twitscoop.com
Lorem Ipsum
Digression Alert – Free Content is Impacting Technology / User
“In 1961, Anderson says, a single
transistor was ten dollars. In 1963, it
was five dollars. By 1968, it was one
dollar. Today, Intel will sell you two
billion transistors for eleven
hundred dollars—meaning that the
cost of a single transistor is now
about .000055 cents.”
– Chris Anderson Free
Priced to Sell
Is free the future?
by Malcolm Gladwell
» Digital infrastructure is
effectively Free
» Consumers love Free
» Free means never having to
make a judgment
» the market created by the
technological Free and the
psychological Free can make you
a lot of money
» Making Money?
» Think of game changer apps
» Why are newspapers struggling
» Full-court Press Basketball
» Euresko AI Military Strategy
How David Beats Goliath
When underdogs break the rules.
by Malcolm Gladwell May 11, 2009
Technology Trends | User

Decision Engines – User as Decision maker

Bing.com
» Live / Real-time Search
» User chooses categories of results
Wolframalpha.com
» Computational Knowledge Engine
» Make all systematic knowledge computable by anyone
» User as scientist perhaps?
Hunch.com
» Decision Engine
» Asks you questions to learn about who you are
» Create an account and gives results based on your choices
» Gives you topics based on your personality
Technology Trends / Introduction

The Story So Far

The Old Metaphor Desktop

The New Metaphor Cloud
The Devices Pervasive
Content/Information Real-time
The User Control
The Brand Full-Court Press
Technology Trends | Brand Awareness

QR | Scan | Microsoft HCCB Codes

» Users can choose time and place to get information on product
» Mass integration (Amazon, skymall, Ralph Lauren)
» Information send straight to your mobile device
» User initiates communication
» Context
brand is aware of place
Technology Trends | Brand Awareness

GPS Enabled Information

Microsoft Photosynth
» First previewed in 2007
» Live now
GPS
» Brands can serve up information
based on location / context
» iPhone apps using GPS give user
information they need now; where
to eat
» Can tag hotspots to send your phone
information if in a certain area
Technology Trends | Brand Awareness

GPS Enabled Information

Technology Trends | Brand Awareness

Augmented Reality
» Creating a 3D object through video / web cam
» Letting the user experience or view an object before they buy
» United States Postal Service
» Transformers, as game
» Users can experience your brand in 3D
Technology Trends | Brand Awareness

Augmented Reality | Transformers

Technology Trends | Brand Awareness

Augmented Reality | USPS

Technology Trends | Brand Awareness

Augmented Reality as window to the world

» The Layar Augmented Reality Browser
» Use video cam through mobile device to view augmented layer of world
» Users can get real-time contextual information as they navigate the streets via GPS
» Will allow user to be able to make decisions real-time
Technology Trends | Brand Awareness

Augmented Reality as window to world

Lars Rasmussen

“We set out to answer the question:

What would email look like if we set
out to invent it today?”
Technology Trends | Brand Awareness

Personal Communication and Collaboration Tool

Google Wave
» Information as a wave
» Spawning new waves
» Email
» real-time chat in email
» Splitting threads
» Playback of information
» Distributed / cloud model for
additional content / information
» Single locations to view
up-to-date thread
» With Google going after business
this is now
» Scheduled release Q4 09
Technology Trends | Brand Awareness

Google Wave
Technology Trends / Introduction

In Summary / Brand Focus

» Desktop  Dead
Brand » Computing  Pervasive
» Information  real-time
» Users  decision makers
Distributed » Content  Free
Content
Brand Takeaways
Real- » Need to distribute information to
time user
» Understand the context in which
they view the brand
Pervasive Social » Users can control the brand
» Users make their own choices
Context of Dialogue about who and what to believe
User with user about your brand
» Brand as a cloud
Thank You

Questions?