How do you imagine social interactionwithin 10 years, taking into consideration

the impact of technology on humanrelations?

Solaris A single united intellectual Planet Ocean

(Stanisław Lem, 1961)

Easy access to Internet everywhere

Big & Smart Data

development

Mood Reading

Social media influence

Internet of things

I believe that the breathtaking changes that are about to

transform the very nature of social interaction in the

nearest future will be the cause

of technology penetrating each sphere of human life

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When some cool autumn evening of 2025 you will return from your vacation spent abroad before the scheduled time in a bad mood, to cheer you up, your refrigerator will offer you your favorite chocolate-banana ice cream, which it

ordered while you were on the plane.

How come? Read further…

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Easy access to Internet Everywhere

0,3%

6,7%

29,4%

40,4%

75,0%

85,0%

1993 2000 2010 2014 2020 2025

Internet penetration in the world, % (ITU) Today• 4 billion people without Internet access

• 46% of users are in Asia

Tomorrow• 50% of the world’s population (3.8 billion) will be

connected to Mobile Internet by 2020 (GSMA)

• 2.6 billion LTE (wireless 300 Mbit/s) subscriptions by the end of 2019

• 6,7 billion people will have access to Internet

• 75% Internet users will come from emerging economies

• 600 million potential internet users in Africa by 2025 and 700 million in India

Google is going to provide access to 3G-like speeds internet to 4 billion people on earth who currently don't have reliable Internet access, by an aerial wireless network

trough balloons and flying solar drones in the stratosphere.4

Internet will embrace the entire globe and will

penetrate its most isolated places. It will unite big

industrial centres with small villages on all the continents

into a single vibrant

network. According to forecasts,

already in 2025 85% of the Earth’s population will be

active Internet users

Internet Everywhere

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Internet of things

• (Internet of Objects) The network of physicalobjects, electronics, software, and sensorsexchanging data with the manufacturer,operator and/or other connected devices.

• Between 2014 to 2020 the number of devicesconnected to the Internet will increase by 3,5times (50,1 billion or 7 devices per person,Cisco)

0,001 0,5

8,711,2

14,218,2

22,9

28,4

34,8

42,1

50,1

1992 2003 2012 2013 2014 2015 2016 2017 2018 2019 2020

Devices connected to Internet, BLN Today• Smartphones, PC, Tablets

• Watches, Wristlets, Glasses

• Health implants, animal biochips

• Natural monitoring systems

• Automobiles, industrial and agricultural vehicles

• Smart home systems

• Commercial devices and machines

• Home consumer electronics

• Municipal and public infrastructure

Tomorrow• Human microchips \implantable gadgets

• Contact lenses

• Virtual reality systems

• Cloud technologies

• Analytical recommendation systems

• Social networks 6

IOT Enviroment

Business Any Devices

Everybody

Any Network

Any location

Any context

Any Service

Any Social network

CloudTransport

Energy

Virtual reality

Healthcare

Security

Agriculture

Buildings

Consumer electronic

Many/Single

People/DevicesOwn/Another

Communication links

As technological devices surrounding

people will be plugged into Internet, they will be able not only to collect and analyze, but also to

share information. So there will emerge

excellent opportunities to

accumulate

BIG data and to use

it in order to suggest unique

one-to-one offers 7

Big & Smart Data

• Analysis of the vast array of data that would provide additional value inthe form of preferences and behavioral characteristics of each person.

• Recommendation systems analyzing previous purchases, interests, andactivities, and suggesting personal marketing offers and advertising:iTunes, Amazon, Google etc.

• Most of the decisions about what to sell to each consumer will be takenby analytical systems with the help of things (phone, refrigerator, etc.).

130 1 227

7 910

40 000

2005 2010 2015 2020

Digital Universe in the World, ExaBytes (=billion of GB) Today• Retail • Online Retail

• Advertising

• Content (media)

• Banking

• Telecommunications

• Social networks

Tomorrow• Manufacturing

• Healthcare

• Location

• Body monitoring

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Smart Data Environment

Purchases History

Health&Bodymonitoring

Social Network activities

Social offline links

Moving&Location

Mood

ActivitiesActivities of

friends

Content consumption

Product consumption

Home activities

Monitoring system

Devices

Understanding each customer trough his/her behavior and

proposing to him/her or his/her an intellectual thing (mobile devices,

smart home) individual product corresponding to behavior,

preferences, specific mood, current location and social

connections at a given point in time, in a particular place trough

personalized messages

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Social networks influence

• Social media are web instruments that allow people to create, share andexchange personalized content (information, images, actions) and havemany to many conversations

• In 2012, Facebook made a massive (N = 689,003) experiment, bymanipulating the news feeds (to show different groups of usersonly one type on friends content – positive/negative). It provedthat emotional states could be transferred to others viaemotional contagion, leading people to experience the sameemotions without their awareness (www.pnas.org).

• In 2020 Social Media advertising budget will increase by 20 times (24BUSD) to 2010 (Jack Myers Tomorrow Today)

1,4 1,62,1

5,0

2012 2013 2014 2020

Social services users, BLN

x 2,4

Today• Cooperation • Blogs and microblogs

• Content communities • Social networking sites

• Virtual worlds • Video consumption

• HR • Brand

• Service • Development

• Marketing • Communications • Sales

Tomorrow• Education

• Devices intercommunication

• Physical condition exchange

• Real-time services

• Intervention in communications

• Implanting opinions and desires

• Implantable gadgets and chips

• Mood transmission

• Social TV10

Social BookmarksInfluence

Quantified SelfSocial Networks

Blog/MicroblogsCrowd Wisdom

Q&AComments

Social CommerceMarketplace

Social StreamsLocation

NicheworkingEnterprise

WikiDiscussion & Forums

BusinessService Networking

Reviews & RatingsSocial Curation

VideoContent/Documents

EventsMusic

LivecastingPictures

Implant gadgets

Manipulation and interference

into communication to form

opinions, moods, desires and

sales.

Real time data changing: content, location, mood, condition, type of activity

All aspects of the life cycle and style: work, home,

entertainment

The interpenetration andand content generation of things, persons, services and

analytical systems 11

Mood reading

The case of Steven Hawking demonstrates that computers are already able to interpret signs and

synthesize human speech.

With the help of intelligent devices (smart watches, glasses, contact lenses, prosthesis, smart implants, intelligent implanted health monitoring system, microchips, stimulants physical activity)attached to, embedded into and worn by people, their physical condition (pulse, pupils, activity, dictionary expressions) will be analyzed, and

mathematical models will allow to determine their current mood.

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Mood reading process

The Real-Time Monitoring System of the Psychological, Behavioral and Physiological personal state

Monitoring devices of a person’s condition, physical activities and thephysical data of the body and organs

The system analyzes the content that is generated and consumed by the

user

The system analyzes the purchase, movement and social ties in a given

period

Building a correlationbetween the current

physiological state and personal mood &

intention

Analysis array data of links between the person’s physical

condition of and his actions and words

Analysis of the relationship between the behavior and the

state of billions of people

Building models to guess the mood of people,

depending on the

data from various smart

sensors

Commercialization reading mood

Sales & Purchase

Advertising

Content recommendation:

books, tv programs

Individual offers

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Your boss called you from vacation

Your watches noticed your worsened mood

You requested to return home via your smartphone

Your location is constantly monitored

The smartphone ordered a flight and transfer

Your house follows your mood

The fridge knows that ice cream improves your mood

Your house informed the fridge about the time of your arrival

The fridge ordered your favorite ice cream

Additionally, the house also prepared a warm bath for you

So... How did the ice-cream arrive?

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Communication in the nearest FuturePeople are always online

Ongoing information exchange with both friends and strangers

Devices and analytical cloud systems will generate their own content

Commercial organizations will manipulate human communication

Marketing will start managing moods and desires at subconscious level

Each product offered will be tailored for each individual, depending on his mood, behavior, social status, lifestyle, location and the current social environment

Referential and manipulative systems will leave little choice for the consumer

The border between the real and virtual as well as between private and public is blurred15

We have to be ready to live and work within Solaris

All steps will create a truly new reality, a sort of smart socium, a kind of Solaris

This new reality suggests new agenda for people and for business. Fast-pace progress of technologies creates a new agenda, and brings both threats and opportunities. If people will rely on technologies in their everyday life choices they might lose their personality. However, if people are ready for new challenges and understand the vital importance of social responsibility, they will win more free time to reveal their creative potential.

Plato was afraid that by using writing people will lose their memory. Popes were scared that the invention of the printing press was inspired by the devil. In the 20th century, people were worried that TV will eliminate books. New things always mean risk. But they are only the tools in our hands, and we choose how to employ them.

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Thank you!