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
Technology Trends / Introduction


Setting the Agenda

We Will be
Clou Here
d

A
pps

Devi U
ce ser
Pervasi Soci
ve al

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

Devices

 Desktop Netbook
Programs Clou
Phon 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
Technology Trends | Applications


Cloud Computing
In the
Jungle Home

Web Services over the

internet
To replace programs on your

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.”
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,
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
Clou
The Devices
Pervasive
Content/Informati
Real-time
The User
Control
The Brand
Full-Court
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
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
Technology Trends | Brand Awareness


Google Wave
Technology Trends / Introduction


In Summary / Brand Focus

» Desktop Dead
Bran » Computing Pervasive
d » Information real-time
» Users decision makers
Distribu » Content Free
ted
Content Brand Takeaways
» Need to distribute
R information to user
eal-
t » Understand the context in
which they view the brand
» Users can control the brand
Pervasi Soci
ve al » Users make their own
Contex Dialog
t of ue
User with
Thank You


Questions?
Technology Trends / Introduction


What This Presentation is Not

Social


» The next presentation will

be more socially aware
» bt dis shd B fun Nyway coz
there's mor ot der thN jst
social W3s!
Gadgets


» Will not be talking about

hyper-specific devices
Edward Tufte


“There are many true

statements about complex
topics that are too long to
fit on a PowerPoint slide.”
Technology Trends / Introduction


Technology Now

Bran
d
We Are
Clou Actually Here
d

A
pps

Devi U
ce ser
Pervasi Soci
ve al