Then, Now, Next

THEN.NOW.NEXT.

WOLFF OLINS RESPONDS TO MARY MEEKER’S BRILLIANT 2012 INTERNET TRENDS REPORT.

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07/04/2023 WWW.WOLFFOLINS.COM

FOREWORD

Mary Meeker, one of Fortune Magazine’s Ten Smartest People in Tech, released her latest set of internet trends data in May. The report, which has been trending ever since, provides an eye-popping picture of future internet tends, you can find it at: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012

At Wolff Olins we’re big fans and it was Mary's ‘Reimagination of Everything’ that really captured our attention. In this section of her presentation she takes numerous categories and shows how they have been reimagined by social / mobile / local.

Inspired by her ideas, a group of us got together to imagine the future of these categories, providing the ‘Next’ to Mary’s ‘Then: Now’. Our predictions follow.

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http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012


REIMAGINATION OF COMPUTING DEVICES

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THEN Desktops / notebooks.

NOWTablets / smartphones.

NEXTImplanted technology commanding theInternet of Things.


REIMAGINATION OF CONNECTIVITY

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THEN Fixed lines.

NOWMobiles.

NEXTWireless data everywhere.Wireless power.


THE REIMAGINATION OF LIFE STORIES

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THEN Biographies / items / exhibitions of famous people or loved ones.

NOWFacebook timeline Broad personalized media discovery feed / automatically created / widely accessible.

NEXTRecording and sharing mental movies and snapshots.


REIMAGINATION OF NEWS AND INFORMATION FLOW

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THEN Delayed / dedicated reporters and cameramen / regional or national reach.

NOW(Twitter) real time / citizen reporting via mobile devices / global reach.

NEXTEveryone is a news source (amateur + pro).Photosynth of news. Choose your angle.


REIMAGINATION OF NOTE TAKING

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THEN Pencil + notepad.

NOW(Evernote).Always synced / multi-device / picture + audio enabled / searchable

NEXTAmbient recording of everything supported by auto-aggregation and editing.


REIMAGINATION OF DRAWING

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THEN Pencil and notepad.

NOW(Paper by Fiftythree) Reusable canvas screen / creating art anywhere anytime / digitally enhanced creation tools / instant sharing.

NEXT3D drawing. Then printing in 3D with rapid prototyping.


REIMAGINATION OF PHOTOGRAPHY

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THEN Dedicated camera / manually transfer digital files / develop films.

NOW(Instagram / Camera+ / Hipstamatic)Always with you camera (smartphone) / instant digital effects / share / sync / discover.

NEXT3D photography. Shoot first. Pick your angle and focal point later.


REIMAGINATION OF DIARIES

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THEN Hand-written / drawn.

NOW(Path) One-tap to add entry / multimedia /location aware / share / Search.

NEXTContext specific mental photos.


REIMAGINATION OF SCRAPBOOKING / ASPIRATION

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THEN Paper / scissors / glue.

NOW(Pinterest)One-click to pin / share / follow / always accessible.

NEXTCuration of other peoples mental photos.


REIMAGINATION OF MAGAZINES

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THEN Piles of print copies.

NOW(Flipboard) More content / always accessible up-to-date / personalized / access everywhere / interactive (video and audio) / share.

NEXTDefined by their communities (co-creating superior content) not by masthead.


REIMAGINATION OF BOOKS

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THEN Paper.

NOW(Amazon Kindle / Apple iBooks).

NEXTUnique paper-formats.Disposable digital versions.


REIMAGINATION OF MUSIC

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THEN Buy albums and CDs in stores / playback via dedicated players.

NOW(Spotify) Discovery of music through friends and experts / instant on demand streaming on internet-enabled devices.

NEXT360 degree music ecosystems (do more

with artists, industry and fans). 3D sound.


REIMAGINATION OF SOUND

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THEN Tape recorder / hard to edit / share.

NOW(Soundcloud) Record / edit / playback anywhere / anytime / on any device / playlist sharing / discovery.

NEXTEverything recorded. Further democratisation of production software and editing, especially mobile.


REIMAGINATION OF ARTISTS / CONCEPTS

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THEN Big screen tributes.

NOWTupac at Coachella 3D / lifelike / programmable hologram / bringing past icons back to life.

NEXTControl your superstar.


REIMAGINATION OF VIDEO

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THEN Physical retail / rental stores.

NOW(YouTube / Netflix ) On demand / instant streaming / accessible everywhere.

NEXTFocus on edit not capture.Instagram filters (visual + sound) for video.


REIMAGINATION OF VIDEO CREATION / PRODUCTION

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THEN Dedicated set / camera / lighting / editing equipment.

NOW(SocialCam / Viddy / GoPro) Live digital effects / wearable recording device / real-time upload / discovery.

NEXTEverything recorded. Further democratisation of post-productionand editing outside the studio.


REIMAGINATION OF DISTRIBUTION AND MONETIZATION FOR ‘TALENT’

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THEN (Glenn Beck on Fox News)

NOW(GBTV – digital) With 300k subscribers and lower production costs, GB making materially more money.

NEXTDigital busking receiving contactless payment. Live digital speaker corners.


REIMAGINATION OF HOME ENTERTAINMENT

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THEN Lean back / lean forward.

NOW(Chill) Curl up – visual layout / social discovery / distribution / interaction.

NEXTControllable entertainment. Social, interactive and customisable content.


REIMAGINATON OF TV

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THEN Linear programming / Pre-set channels / Little control over content.

NOW(YouTube Channels / Bleacher Team Stream) On demand personalized content on big screen.

NEXTFlipboard for TV. Organised by length of tome you want to watch. Reorganising channels around content buckets.


REIMAGINATION OF COMMUNICATION

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THEN Dedicated devices / limited function and range / intrusive.

NOW(Voxer) Push to talk / voice message / picture / text / location / group chat.

NEXTAccess my lifestream.


REIMAGINATION OF NAVIGATION

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THEN Physical copies of map in car / TV, radio reporting of traffic info.

NOW(Waze) User-generated digital map / live crowd sourced traffic data.

NEXTNon-visual navigation. Intelligent traffic lights based on everyone’s destination.


REIMAGINATION OF SPORTS INFO

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THEN Professional commentators / reporters / limited coverage and reach.

NOW(Bleacher report) Anyone can be a contributor / opinion-oriented analysis / multimedia / social and mobile enabled.

NEXTMatch of the day made up of 40,000 people filming, from every angle.Photosynth and filter.


REIMAGINATION OF HOME IMPROVEMENT

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THEN Magazines / cable TV channels / limited interaction with consumers.

NOW(Houzz / One Kings Lane) Communications platforms for designers and consumers / share / discover and clickand buy.

NEXTIKEA and and. Architects become brands. Buildings and interiors become Lego.


REIMAGINATION OF CALLING A CAB

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THEN Long lines during rush hours / rain / some areas may not have taxis roaming on the streets.

NOW(Uber)One tap taxi call / location aware / electronic payment.

NEXTBarclay’s jetpacks. Self-fly. Pay per use.


REIMAGINATION OF CARS

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THEN Gasoline / diesel powered internal combustion engine with exhaust.

NOW(Hybrid / Electric cars) Plug in electrical power train / regenerative break / solar panel roof / little to zero emission.

NEXTFewer cars. Shared, self-driving taxis.


REIMAGINATION OF YELLOW PAGES

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THEN Heavy printed business listings.

NOW(Yelp) User reviews / pictures. Recommendations / location aware / easily searchable.

NEXTList what you want, and suppliers contact you with the solution.


REIMAGINATION OF COUPONS AND LOCAL SERVICES

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THEN Non personalized / smaller discounts / easily lost or forgotten.

NOW(Groupon) Personalized / location aware / instant deals / group buying discount.

NEXTSocial currency. Pay what you think it’s worth.


REIMAGINATION OF GETTING FOOD QUICKLY

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THEN Permanent store locations.

NOW(Kogi Food Truck) 100k twitter followers / real time location updates.

NEXTPersonal Whipcar style kitchen. Neighbourhood kitchens.


REIMAGINATION OF CASH REGISTERS

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THEN Big and odd looking machines / receipt printers and cash drawers.

NOW(Square) Simple and elegant and square reader / email receipts / touch signing.

NEXTEvery chip and therefore every deviceis a checkout.


REIMAGINATION OF WINDOW SHOPPING

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THEN Looking through the window.

NOW(One kings lane / fab / click and buy).

NEXTStepping into and shopping in windows as experience. 3D vending.


REIMAGINATION OF MARKETPLACES

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THEN Tent and pickup truck at street-fairs.

NOW(Etsy) Integrated platform for listings / advertising / payment / inventory management.

NEXTDigital activity curates physical markets.


REIMAGINATION OF MANUFACTURING

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THEN Mass productionof high volume standardized items.

NOW(zazzle / shapeways ) Customised / personalized design / 3D printing process).

NEXTBuy a patent.


REIMAGINATION OF INSTANT GRATIFICATION, PERSONAL SERVICES

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THEN Mass production of high-volume standardised items.

NOW(Zaarly / TaskRabbit / Fiverr)One click and delivered to you.

NEXTGenerated for you. Custom everything.


REIMAGINATION OF IDEA BUILDING / FUNDING

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THEN Flyers / loudspeakers / dinners / checks.

NOW(Kickstarter)Online / social distribution / real-time progress.

NEXTAuto digitally formed locations.


REIMAGINATION OF PERSONAL BORROWING LENDING

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THEN Borrowers – paper application / lengthy approval process / high interest rates. Investors – little access for retail investors / no customisation based on risk tolerance.

NOW(Lending club)Borrowers – online appication / funded in days / lower interest rates. Investors – easy customization / diversification / better returns.

NEXTMacro lending. Large numbers of people collectively contribute to small loans.


REIMAGINATION OF BUSINESS COLLABORATION

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THEN Meetings / whiteboards / teleconferences.

NOW(Salesforce.com / Yammer / Jive)Online working groups / data sharing / instant messages.

NEXT3D Meeting rooms.Digital post-its.


REIMAGINATION OF RECRUITING / HIRING

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THEN Job fairs / campus recruiting events / paper resumes.

NOW(LinkedIn)Online resumes / social relevancy for recruiters / searchable skill sets / endorsements / recommendations.

NEXTCareer projector algorithm with real-time evaluation of current earning potential.


REIMAGINATION OF FOCUS GROUPS

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THEN Fixed time / location / small group / no real-time feedback.

NOW(Affectiva)Real-time video emotion detection and analysis / effortless participation / data capture / ‘moodometer’.

NEXTLive tracking of your customer base, real feeds from market and products.


REIMAGINATION OF DATA

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THEN Store everything because we can do it inexpensively.

NOWData obesity / data quality issues – how to find a needle in a haystack.

NEXTPredictive data and modelling – pre cogs.


REIMAGINATION OF SIGNATURES

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THEN Scan / fax / mail to return signature page.

NOW(DocuSign).Electronic documents / secure audit trail / instant e-signature.

NEXTDNA and soul scanning.


REIMAGINATION OF HEALTHCARE ACCESS

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THEN Call to make appointments / days or weeks to see doctors.

NOW(ZocDoc / Teladoc)On-demand access to doctors in minutes or same day / In person or via phone video call.

NEXTManaging wellbeing.


REIMAGINATION OF LEARNING

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THEN Taught by teachers.

NOWSelf-taught through technology.

NEXTKids in the workplace.


REIMAGINATION OF ENGAGEMENT

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THEN Buttons / joysticks / D-pads / wires.

NOW(xbox Kinect)Camera based gestures / voice control.

NEXTMind control.


REIMAGINATION OF EDUCATION

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THEN Classrooms / lectures / reading materials.

NOW(Codecademy / Coursera / Khan Academy)Interactive / online / accessible by anyone anywhere anytime.

NEXTOn the job doing.


REIMAGINATION OF REWARDS / SATISFACTION

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THEN Pat on the back / appreciation.

NOW(Klout / Foursquare / Zynga).

NEXTReal rewards.


REIMAGINATION OF GOVERNMENT SUBSIDIES

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THEN Gather in town / wait in line to receive subsidies.

NOW200MM+ farmers in India receive government subsidies via mobile devices.

NEXTGlobal subsidies connected to need.


REIMAGINATION OF COMMUNICATION

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THEN Cavemen drawings.

NOW(instagr.am)

NEXTAccess my lifestream.


REIMAGINATION OF CRIME AWARENESS

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THEN Warning signs / community reports.

NOW(SFPD / CrimeMapping)Centralized database / customised crime alerts / mobile viewing.

NEXTAwareness of local and real-time life satisfaction. Real-time reporting of crime.


REIMAGINATION OF THERMOSTATS

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THEN On / off switch and temperature setting.

NOW(Nest) Wi-Fi enabled / auto learning / auto sensing / remote control / energy efficient.

NEXTMeteorological forecasts, informing internet of things, running off smart grid.


REIMAGINATION OF PET CARE

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THEN Flyers on lamp posts for missing pets.

NOWInternet enabled / GPS tracking pet collars.

NEXTLive pet-satisfaction monitoring.


REIMAGINATION OF FEEDS

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THEN Feeding trough.

NOW(Facebook news feed / Ticker / Twitter feed)

NEXTThematic and emotional memory feeds.

THANK YOU.

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Then, Now, Next

Technology

Transcript of Then, Now, Next