DIGITAL TRENDS 2

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4 Real-ti hi ۱۳۸ ‏ات‎ licabilit 25 81:80 ‏عسمذ‎ 110 101/2 mat tae computer beyond news and dialogue, IMPLICATION where is the real benefit? عابيو لاملا غم ‎kere‏ ليت دين ‎es porind‏ Ce Prana) 

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Popp ph pp hp et troet ere te ee Ee ee el ‏ل‎ The Year of Mobile | 222٩۹ ۵ honest. 

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و Mobile Internet Outpaces Desktop Internet Adoption iPhone+ iTouch Users= 8x AOL Users8 Quarters After Launch ~57MM 60 Mobile Internet Desktop Internet iPhone+ iTouch 555 50 taunched 6/07 taunched-12/94 ‏ير‎ ‎40 Mobile Internet NTT dacomo i-mode Launched 6/99 Subscribers (MM) w 3 N 3 Desktop Internet AOL* v 2.0 Launched 9/94 مر 5 Ql Q3 95 07 09 011 013 15 0 077 019 Quarters Since Launch —*Phone+ iTouch —e—NTT docomoi-mode —e-AOL -—s—Netscape 187% increase in 18.3 million 65 million people mobile social network unique mobile social use Facebook ona audience for YTD July ‘09. network users. mobile device. 

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“The majority of the real-time search boomwill be in its convergencewith another rapidly growing industry, mobile computing. [Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”* ۱ Social Periphery *Rob Diana 

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Social ۱۷۵ Mobile Social Networks Local networksof Global Services sensorsand devices Mobilesmixed media andCommunities applications/tools ‎ome SRM Se — i tet‏ = سم ‎Location as iter, asinteligence‏ ‎PS, location > oo ‏ابو‎ Communities ‎&bespoke networks &forums ‎lly ‎Barcodes, QR codes and markers ‎@) ‎RFID& ‎Ne ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎Blogs, UGC &niche sites ‎ ‎ ‎namic communication don action and relevance bientawareness/Social _Periptvésisin) ‎ ‎ ‎ ‎ ‏ع0 35 8005 نك 6 ولا 02 ۵ ۱0 «وداهم۲ ‏ان ‏ول ‏یتیس نیت ‎ ‎ ‎Helping us plan for now and what’s next. ‎ ‎ ‎ ‎ ‎ ‎ ‎ 

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From palm of your hand social feed integration as standard, to 24hr location-based content streams and documentaries (The Grid), 

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to third-wave mobile applications and hardware extensions to monitor anything from our finances to our health and fitness. .5امعم36 أمعععم Instant receipts. And e-readers/tablets. 

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,۵ ۷۵ ۱۳۵ عطا ام ‎Sel‏ و 5 معط ما ‎‘Try the St Peters honey porter. 's very‏ ‎good.‏ Davenports people betas Te Charny Gross Undrgound Arcade (on. One ofthe two key magic shops in Then Neue ‏و۱‎ Tap Exchange Alehouse (One of the two key magi shops in ondon. you ae very lucky youll i - = ۱ London. Ifyou are very lucky youl 0 ‏هه ر«اهد‎ . . ۰ ۲ discover te tiny theatre that inside play pool aven it youre not good fike the shop wi requir magle shows ane fat ‘domonstations © check-in hore ab Add to my To-Do list Grab a cote from Costa not Sttbucks. 2 Even playful location-based social periphery tools. 

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Google ‏مه‎ | son | Smolin 6 Pa (san Franciaco, cA |G Tatine Batery | Germain Rabin Bite Creamery 8 60۱06۷ هسب ۱ (iil) ۳-1-0 00 ۱ ee 2 شب Mission Cts Climbing & |e Happ Hour Mat Kearney Performing Live Fim Hight inthe Park 

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AG © 6M) © 12:23pm tees ‏ا‎ ghtkite Brightkite thought reality was ee ea augmented it. Look forthe button in ‏اور مومصب و‎ Deru Carlos, CA, United States BES تسا ‎al Q‏ )+ زف ‎Augmented reality moving beyond marketing gimmick. ‎ 

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a digression ۳ do these tools mean for our relationships? 

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a digression Can we challenge 150? 

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a digression society: Closer, less diverse discussion networks, more geographically c >150 <150 (Dunbar’s number) >150 tt 1 1۳/1 1 1 سس سس ‎EEE‏ ‘Geoaraphical proximity . ‏اجره ومعی‎ 6۳۱۵0۱60 society: More diverse discussion networks, more geographically sprea >150 <150 (Dunbar's number) >150 ‘Geographical proximity Geographical proximity 3533165 لبن 31 نناذوان إلناذ 6 بوإرهيل هدج" 

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a digression ۲ 8۱۱600۷۲8 doa a Mo y cna cL ae Te ua SE ‏سل‎ 

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Mobile & (REAL )time More timely information More connections More opportunities to meet up in the real world More live experience 

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(REAL )time سسلسم live. 

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(REAL)time live ——_. digital experiences we participate in and use, experiences that break out into the real world. What's helping this happen? 

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On 5 00 ‏ت۳۳‎ ۷ 6 ee 4 rom MObile Phones t Cars ana tube tickets ,ina world of cheap, fast& ‏5لا ثلااج‎ on Wi-Fi, an unconnected <eviceis unusual. More live interfaces with the real world. © 

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“Ayear from now basically new phone that’s sold will f [Near Field Communicat It’sa two-way, bio-direc communication link that n ‏وا عع۳ه‎ device work asa tag or asa 020 ی ‎Sony Ericsson’s VP of systems architecture,‏ ‎Hakan Djuphammar‏ ۹:39 4 ae Sony Ericsso 

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۳۷0۰ Search GUINNESS Dea GUINNESS RUGBY ZONE ‏يننا ۲20۳۱۵۵۴ 72 العم عي‎ GUINNESS & RUGBY RR ee RC) 0 0 ‏ها ل‎ ‏لمعيه‎ ۱۵۵ 6أفهة) ماع8 لمعمديقة بهم د مماء يول 6 مأوأوهاممط هذ الوط أرهطاز6. ‎tae ete ced‏ و2 ‎fans, players and coaches experience rugby.‏ UN ae Ree > s ۳0 Dk ey 

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adigression F Rocks of buttery, raisiny joy, freshly risen scones to slather with cream and jam - just being set out now 3 hours, 55 minutes ago from Albion's oven 

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۱۱۷ ۶ 5 ۲ 8 0 ۷ 6 These sensors;-technologies and devicesaré helping“brands movefrom messaging to digitally-enabled, increasingly live, real-world. experiences. 

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۲۱6 501 to digital.experiences enables more shared “watercooler” moments... هه ود > تا 

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FROM THE = =< x BASEMENT ال ‎BU‏ ‏مم مساب ‎sires‏ ee ee ee ee eee ee ee Re net Le eed eres Se ee ne ere ae ee ee ee ere Pee tieee ton teed nee ek ee ae a ant ne OT eer et Ere ee 0 et rer en hh ee Cent rere ied) Cs See etn aero ee ater ptr or ted ..accessto “exclusive” live events... 

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۱۷۱۲۸۷۹۲۸ vere ed 5 ..and eventhe feeling of live and unfiltered brand engagement or consumer control. 

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What influences do digital experiences have on consumers? مب ۵۵ ۰ 65 ۲ 2و0 ‎their perceptionofa brand‏ 9 7 3 1 ٩0 that the digital experience has influenced purchase 2 4 % haveproduced digital contentin order to 6۱۲6۲۵ 60۳651 8۵20۳65۱ ۵ 6 

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ee ‎live = Engagement‏ تن ‏)7 عد 7 ‎Engagement=/ Quantity or Time ‎۳ ‏ع‎ A ‎Engagement= Depth& Quality ‎“Ul ‎ ‎ ‎ ‎ ‎ 

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a digression (REAL)time live even extends to changing marketing from pure commsto creating useful, useable& delightful services/products 

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۱ ..or enabling live, real-time responsive retail POS and outdoor. لا لا #سم| 0% 6۵ 0 عزوم 0 810006 ee ۵ ‏تنلا‎ cer ei ol 

Real-time has only limited applicability to someone sitting atadesk in front ofa computer beyond news and dialogue, where is the real benefit? ch off t i w s e t hi n g t yo u ’ m n o o s d d do n “Why a n e ” cre your s ng instead? o ri les s b honest. Subscribers (MM) iPhone+ iTouch Users= 8x AOL Users8 Quarters After Launch 60 Mobile Internet iPhone+ iTouch 50 Launched 6/07 ~57MM Desktop Internet Netscape* Launched 12/94 40 Mobile Internet ~25MM NTT docomo i-mode 30 Launched 6/99 20 ~11MM Desktop Internet 10 AOL* v 2.0 Launched 9/94 ~7MM Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone+ iTouch 187% increase in mobile social network audience for YTD July ‘09. NTT docomo i-mode 18.3 AOL million unique mobile social network users. Netscape 65 million people use Facebook ona mobile device. Source:MaryMeeker, Morgan Stanley, “Economy+Internet Trends”, October 2009; NeilsenGlobalMobile–StrategiesforGrowth Mobile Internet Outpaces Desktop Internet Adoption “The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing. [Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”* Social Periphery *Rob Diana Social Periphery& Mobile Social Networks Local networksof sensorsand devices Context& Location as ilter RFID& NearField GPS, location &bespoke sensors Global Services and Communities Mobile&mixed media applications/tools Content& relationships asintelligence Communities &forums Social networks Blogs, &niche Barcodes, QR codes and markers UGC sites Dynamic communication based on action and relevance (Ambientawareness/Social Peripheral Vision) Physical objects inintelligent environments Brands as the ilter Oniso7/O7 is on and the enabler. as physical and Ideas must be “good digital worlds fuse enough to share” Helping us plan for now and what’s next. Based byDavid J. Carr on Nokia’s Mobile davidjcarr.wordpress.com Gateway& Jyri From palm of your hand social feed integration as standard, to 24hr location-based content streams and documentaries (The Grid), to third-wave mobile applications and hardware extensions to monitor anything from our finances to our health and fitness. And e-readers/tablets. Even playful location-based social periphery tools. Augmented reality moving beyond marketing gimmick. a digression What do these tools mean for our relationships? a digression Can we challenge 150? a digression ociety: Closer, diverse <150 (Dunbar’s more geographically number) >150 NumberofRelationships >150 discussion networks, Geographical society: More proximity Geographical diverse discussion >150 <150 proximity networks, more geographically (Dunbar’s number) Geographical proximity Geographical proximity spre >150 Sources:PewInternetAndAmericanLifeProject, NumberofRelationships enabled less a digression Mobile & ( REAL )time More timely information More connections More opportunities to meet up in the real world More live experience #1 ( REAL )time now. & live. digital experiences we participate in and use, experiences that break out into the real world. What’s helping this happen? On is off/Off is on. mobile phones to cars and tube tickets , ina world of cheap, fast& always on Wi-Fi , an unconnected device is unusual. From More live interfaces with the real world. “A year from now basically every new phone that’s sold will have [Near Field Communication]. It’sa two-way, bio-directional RFID communication link that makes this device work asa tag or asa reader.” Sony Ericsson’s VP of systems architecture, Håkan Djuphammar ? s l l Ba a digression Arduin o & H o me m a de hardw are h a c ki n g These sensors, technologies and devicesare helping brands move from messaging to digitally-enabled, increasingly live, real-world experiences. The shift to digital experiences enables more shared “watercooler” moments... ...accessto “exclusive” live events... ...and even the feeling of live and unfiltered brand engagement or consumer control. : What influences do digital experiences have on consumers? 65.3% reporta digital experiencechanging their perceptionofa brand 97.1% report that the digital experience has influenced purchase 24% haveproduced digital contentin order to entera contest Razorfish Feed = Engagement Engagement= Quantity or Time Engagement= Depth& Quality a digression even extends to changing marketing from pure comms to creating useful, useable& delightful services/products a digression ...or enabling live, real-time responsive retail POS and outdoor. digital retail pos 70 % o f p e their p o roduct ple make at the s fixture election . Sources:GMAReport2009, ACNielsen “Actionable Shopper Insights” 16 % Only s ho p p ers us of grocery e lists .