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Competing Visions for the Future
Post-PC Era@MITEFCMB#MITForum
October 9, 2012
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Competing Visions• Two seemingly competing visions for the future• Friendly smack-down (or so I was promised)• Tonight = “The Voice” for the most powerful idea• Who will win?• You decide!
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Lora Kratchounova, Scratch Marketing + Media
• Twitter: @ScratchMM• Principal at Scratch M+M• MIT Enterprise Forum Vice Chair, Innovation and Startup Committee• Inspired by what the MIT Enterprise Forum has to offer• Inspired by compelling visions for the future
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The Future is Mobile• The future is going to be mobile• Mobile phones/tablets (mostly by Apple) =
the dominant way we interact with the world around us
• The mobile phone/tablet becomes our universal “remote control”
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The Mobile Revolution• Through Q1 2012, just 2 years after Apple
shipped the initial iPad, Apple has sold 67 million of them – It took Apple 24 years to sell that many Macs– Over 3 years for that many iPhones – 5 years for that many iPods
• 1.2 billion smartphones over the next 5 years, about 40 % of all handset shipments (ABIResearch)
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How Mobile Are We?
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How Mobile Are We?
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Michael Davies, Endeavour Partners
• The Future is Mobile• @MichaelAMDavies• CEO of Endeavour Partners; Expert witness in the DoJ ATT/T-Mobile merger• Senior Lecturer at MIT at the Systems Division• Guest Lecturer at Harvard Business School and
London Business School
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The Future is Enchanted Objects
• The things we live with are getting smarter • Imagine a chair that plays your Pandora
music• A kitchen cabinet that instantly connects
you to a loved one• A trash can that reorders household
essentials via Amazon…
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David Rose, Roseology, Ditto
• The Future is Enchanted Objects• Twitter: @DavidRose• CEO of Ditto, Serial entrepreneur; Vitality/ GlowCaps, Ambient Devices• Enchanted objects, glanceable technology• Research Scientist at the MIT Media Lab, teaching in
the Tangible Media Group with Hiroshi Ishii,
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Ari Adler, IDEO
• Twitter: @IDEO• Design and Community Lead at IDEO,
health and wellness group • Inventor to19 patents • Former MIT Media Lab research assistant
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How might we use connected devices to enhance the experience and efficiency of our homes?
Nest learning thermostatwww.nest.com
Yello smart meter and applicationwww.ideo.com/work/sparzahler-electricity-meter
Twine smart home sensors www.supermechanical.com/twine/
Withings baby monitor and apphttp://www.withings.com/en/babymonitor
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How might we use connected devices to take better control of our own health and wellness?
Nike+ FuelBand fitness trackerwww.nike.com/fuelband/
Zeo sleep tracking systemwww.myzeo.com/sleep/
The Eatery app by Massive Healtheatery.massivehealth.com
Scanadu diagnostic devicetinyurl.com/scanadufastco
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How might we use connected devices to effortlessly collect and aggregate data for the greater good?
Asthmapolis asthma device and appwww.asthmapolis.com
Street Bump apphttp://tinyurl.com/numstreetbump
Waze community mapping apphttp://www.waze.com/
Ginger.io behavioral analytics platformwww.ginger.io
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Adam Laughlin, ImpulseSave
• Twitter: @a_laughlin • Non-profits• Nextstage Evolution• Media Lab (Lifelong Kindergarten)• ImpulseSave
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Do I want tothink about it?
Yes
PhoneDelegate to
Object/System
No
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Our Selves
Our Companies
Our Governments
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Adam’s Final Words• Mobile interfaces handle the things you want to
think about. Objects/Systems handle the rest.• Sensors (especially phone) are systems’ portals
into you• Increasingly engineered human experiences for
good & harm• Sensors/Systems measure health & well-being• Increasing multiple-bottom-line companies
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Adam’s Final WordsStuff you can play with today:FUNF - funf.org (android sensor data)BSMeter - goo.gl/NH6Q6 (paid)PersonaScope - goo.gl/Ai1xx (paid)
Great books:Thinking in Systems - goo.gl/SkzKHReading Virtual Minds V1 - goo.gl/EQJ2P
If you are interested in measuring well-being, let’s talk!
Related:Speaker - BostonCHI Nov 13.Human Dynamics - Media LabAffective Computing - Media LabGinger.ioBehav.io
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Jennifer Lum, Adelphic Mobile
• Twitter: @JenniferLum• Co-founder of Adelphic Mobile• Mentor at 500 Startups and Tech Stars• Serial entrepreneur with Quattro Mobile,
and iAd, now part of Apple• Angle investor though Apricot Capital
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Current state of mobile• Mobile phone subs are 5x landline subs and passed landline subscriptions 10
years ago and in the U.S. mobile broadband is ubiquitous at 64%
• Tablet installations are 30% and exploding in the U.S. while mobile internet use has passed wired internet use in some emerging countries
• Compared to online, mobile advertising is significantly more effective. When mediums are combined ‘mobile only’ holds its own and in some cases outperforms.
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Market opportunityMobile media consumption is growing exponentially.Ad spend is disproportionately low compared to other media.
*US Mobile Ad Spending. Source: eMarketer *US Ad Spending vs Time Spent. Source: Flurry
$10.8B opportunity
~$20B+ opportunity
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Market challengesAudience-based buying is an unsolved problem
•Buyers: Struggle to reach targeted audiences at scale•Sellers: Struggle to understand and monetize audiences
Why hasn’t this been solved? 1) Mobile is different
•User identification•Apps - new media type•More data - location, device, behavior
Existing ad platforms and technology are ineffective in mobile
2) Difficult and Complex problem•Principles•Data collection• Implementation
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Mobile advertising - the next two years
• Mobile Consumer• Consume more services via mobile and
connected devices• Mobile payments
• Advertisers• Shift to real-time 1to1 marketing - cross screen• Data sources• Desired action/conversion
• Media• Content personalization and programming -
cross screen• Monetization strategies
1. Scalable performance
2. Creative
Innovation
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Ambient intelligence & advertising
• Is there a role for advertising in ambient intelligence and if yes, what solutions are most likely to work?
• More sensors/data, more personalized and targeted communication
• Rich, continuous services delivered from cross-environment
• How will consumer data be managed and distributed?
• Which payment methods will be most effective?
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Follow the discussion• #MITForum:
– Post or ask questions• @MichaelAMDavies• @DavidRose• @JenniferLum• @a_laughlin • @IDEO for Ari• @ScratchMM