Languages
Pages
Legal
post digital
1
“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?
3
post networked digital?
4
the transition continues
…by 2011, 90-percent of our
product categories will
connect wirelessly to the
Internet – and to each other
5
first recession where the internet is mainstream
6
in just two years…
7
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
10
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”
13
“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
14
post digital products: wifi scales
17
post digital brands: uniqlo lucky counter
18
post digital brands: nike chalkbot
20
post digital brands: nike chalkbot
21
what about online advertising??
22
+$1billion this year globally
what about online advertising??
23
what about online advertising??
Google goes post pc
25
“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
26
screen proliferation
27
location liberation
29
at home… in just two years
30
Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
beyond home…hotspots nearly triple in 4 years
31
smartphone sales
32
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
33
Content, services and social interaction…
…how people want, where they want, when they want
34
A tale of two screens: Mobile
35
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
38
A tale of two screens: TV
40
TV – INTERWEB CONVERGENCE
41
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