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Using Entertainment and Technology to Create

Community

Dr. William RaduchelChairman and CEO, Ruckus Network

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Students Today

• Network attached: cell phone and PC• Electronic proximity often as important than physical • Live on broadband connections consumers will get in

5+ years• Love media: download on average twice as much

media as non-students the same age (Pew) with significant skews

• Don’t pay for it…but maybe never did

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Media Today

Traditional campus media National media Institutional news High production value Dedicated attention

Mobile phones Instant messaging Spontaneous content Short form media Informal sources Personal media libraries Social networking

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Timing

• Students are rebelling against consuming content as the producers want

• MP3 players and DVRs are here to stay• Students want content when they want it,

organized as they want it, without commercials• Technology allows this• The law will is struggling to stop this

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Attention

• Youth are living 31 hours in a 24 hour day by multitasking (music, TV, internet, cell phone)

• Media seldom captures complete attention• When it does, it is for short periods• Winning solutions play to this reality• Maxim format

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Motivation

• Communication still communicates information• But more and more resources are being used to

communicate expression of self• Ringtones prove how big is this market• Consumers are paying more for a ringtone than they

will pay for the whole song

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Discovery

• Dominant sources remain friends and ear• Print media once provided the guide to what is new• Today consumers rely on search, not just • Google-type search• Search on friends is a very powerful technique• What are my friends doing now?

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Connectivity

• Bandwidth will get cheaper for consumers but for many colleges it already is virtually free

• Broadband wireless is commonplace• Always on, anywhere is the norm, and sometime,

somewhere is not adequate• Technology and connectivity are not the limit

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Storage

• Disks basically cost the same and just get bigger and faster

• By 2007 or 2008 standard consumer PCs will have 5 terabytes

• All digitally available music today will take less than one quarter of it

• Students kept 1000 songs two years ago, 6500 songs today

• Gone from having the same top songs to having the same library

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Dominant Device

• The age of the PC is giving way to the age of the mobile for personal computing

• The first desktop display and keyboard designed for a mobile has to be within 2-3 years

• Think HDTV linked wirelessly to phone• The mobile is a PC in another form factor• 3G and EvDO phones are amazing devices• Hard drives now shipping• DMB allows high-speed multicasting

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News

• Spontaneous, informal sources are now beating formal sources both on accuracy and timeliness

• Combine this with youthful skepticism about institutions in general

• Average age of TV news over 60• Drug advertisements keeping it alive• Blogs are proving to be uncontrollable and

unpredictable

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Convergence

• Old theory but increasingly real---in terms of technology

• Everything will become IP: communication, information and entertainment

• Timing is the unknown

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Korea

• More Internet usage than television viewing• Many unique cultural factors• Self-expression• Companionship• Gaming• Network neighborhood is the neighborhood that matters• China very close behind

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Education for One

• Specific content instruction moves to the network• Students learn what they need at their pace. Fixed

school years end at 10th grade or earlier• Secondary source materials give way to original

materials• Academic related digital media is central to

curriculum: Think Blackboard• Education never ends. Institutions become lifetime

network home bases• Enormous need for thoughtful, effective one-on-one

counseling

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Companionship

• Loneliness and boredom are major drivers of media and Internet usage worldwide

• People use media to find and sustain friendships• And friends to find media• Media creates shared experiences that are the

foundation of relationships

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A Japanese “un”

• Technology will give us ways to be linked unlike every before

• But that also reduces the need for physical proximity• While increasing the ability to sustain the links over

time and distance

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Buddy List Society

• Student computers have coursework, official portals, music, video, communication, social networking…

• But at most schools the university community is not

there…

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Wrap-up

• Innovating Together in ‘05:– PC will be the social, entertainment, educational Center for

students– Universities must find a way to play a role in that experience

• Resources Available:– www.ruckusnetwork.com

• Follow up Contact:– Brad Vaughn, Executive Director of Campus Relationships– Bvaughn@ruckusnetwork.com, (703) 464-6588

• IF YOU ONLY REMEMBER 1 THING:– Media creates shared experience among your students. Leverage it

to strengthen your campus community

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Thank You