Post digital new horizon jan
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post digital 1 “Like air and drinking water, being digital will be noticed only by its absence, not its presence.” Nicholas Negroponte MIT Media Lab
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Transcript of Post digital new horizon jan
post digital
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“Like air and drinking water, being digital will be noticed only by its absence, not its presence.”
Nicholas NegroponteMIT Media Lab
Harriette’s computer
post digital now?
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post networked digital?
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the transition continues
…by 2011, 90-percent of our
product categories will
connect wirelessly to the
Internet – and to each other
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first recession where the internet is mainstream
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in just two years…
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IPA Touchpoints 3 vs. Touchpoints 2008 changes in average time online per week . Average increase 32” (5%)
unprecedented access to information
Source: European Technographics Benchmark Survey, Q2 2008
but…display advertising media driving search
Source : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for informationon products and services”
unprecedented access to people
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unprecedented access to people
Source: Universal McCann
Key considerations for businesses and brands
“(post) Recession”
• Trust
• Transparency
• Simplicity
• Thrift
• Efficiency
• Transparency
• Conversation
• Desirability
“(post) Digital”
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“Shopping itself is less impulsive and more disciplined. Recession-habituated shoppers are more inclined than ever to do research...” [Booz & Co]
Valuing customer relationships, listening and offering great service will pay dividends
Degradation in product quality, poor service, marketing chicanery will be uncovered and disseminated via the social web
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post digital products: wifi scales
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post digital brands: uniqlo lucky counter
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post digital brands: nike chalkbot
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post digital brands: nike chalkbot
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what about online advertising??
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+$1billion this year globally
what about online advertising??
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what about online advertising??
Google goes post pc
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“What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“
Jonathan Bellack, Director of product management
beyond the pc
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screen proliferation
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location liberation
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at home… in just two years
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Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
beyond home…hotspots nearly triple in 4 years
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smartphone sales
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In June 2010, over a quarter of people in the UK said they had a smartphone, more than double the number two years previously.
The Communications Market August 2010, OFCOM
Over 60% of contract phones sold in the UK are now smartphones
Gfk, May, 2010
interface evolution
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Content, services and social interaction…
…how people want, where they want, when they want
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A tale of two screens: Mobile
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The Mobile Internet
…Simply put, location changes everything. This one
input – our coordinates – has the potential to change
all the outputs. Where we shop, who we talk to, what
we read, what we search for, where we go – they all
change once we merge location and the Web.
Mathew Honan, WIRED magazine, 1/19/09
Smartphones show the future
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
Currently all about social updates
Source: comScore GSMA MMM; comScore Media Metrix, December 2009
soon: location as a platform
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A tale of two screens: TV
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TV – INTERWEB CONVERGENCE
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but people like watching TV on TV
Source: IPA Trends in TV
project canvas – many pipes, but TV screen
even so, linear’s got legs
• Deloitte predicts that in 2010 most video content
will continue to be consumed linearly - that is,
according to broadcasters' programming schedules.
They estimate is that over 90 percent of all television
watched will be via traditional broadcast.
TV and web belong together
summary
• post recession– trust, transparency, simplicity, thrift
• post digital– digital is a virtual given
• new horizon– Internet everywhere, seamlessly integrated into life
