Overview of Digital History by Tery Spataro

The Changing World of Digital
A look at Digital Past, Present, Future
Amy Lieberman: amy@orangeinsights.com
TerySpataro: tery@orangeinsights.com
January 10, 2011

Overview
Some experts believe that digital has been around since the mid-seventies, while others argue that its inception pre-dates the invention of television.
There’s also the school of thought that sees digital as a revolutionary idea that defies the constraints of old-fashioned business theory.

About the Timeline
As this timeline shows, digital history began well over 20 years ago. Note the amount of digital technology that has been created and employed ubiquitously over the past 10 years. At the same time, think of some of the web businesses in the past 15 years that are no longer available because adoption did not take place.

Overview of Digital History
PreDigital
Future
2009
1994
1999
2004
2014
Pre-Commercialization
Presidential
History
Regan G.H.W. Bush
1981-1993
G.W. Bush
2001-2009
Clinton
1993-2001
Obama
2009
Consumer
Hard Wired
Me Media Now
Passive Viewer
Activator
Participant
Google IN Your Refrigerator
Engager
Broadcast
Mobile
Device
Online Shopping
Augmented Reality
WWW
Smart SMS
computer
Digital Shelf
Talkers
Shopping Bots
SM Crisis Platform
Product Info
Digital coupons
Dr. Watson
Social Sharing
Mobile Credit Cards (EU, Asia)
Remote Control
Internet TV
Search
Immersive Media
Mobile Coupons
Brain to computer
iPad
Media Shopping Cart
Social
Smart Mobile Aps
Point & Click
Dr. Google
Behavior
Digital Book
Recommendations
Listening to music
Send to friend
Watching videos
PROCESSING
Click
Purchase
linking
participate
Creating media
ExplorationTest & Learn
Comparison shopping
socialize
Share
liking
(c) Copyright 2010 Orange Insights
Search
blogging
Shopping
Digital
Periods
Renaissance
Constructivism
Innovation
Introspection

Changes in Government Affect on Digital
Because many people use presidential terms of office as historical reference points, they can be useful benchmarks for the evolution of digital.
As you can see, much has changed over a mere four presidential periods.

Consumers Have Changed
Viewers of “old” broadcast media were at one time completely passive, but then developed a measure of control through the introduction of the remote.
Current consumers have taken a larger measure of control of digital media as activators, participants, and engagers.
The newest generation of consumers is known as Me Media Now. These consumers of digital media are in complete control—they are creators, promoters, activists, entrepreneurs and entertainers.
In 50 or 100 years consumers will be completely different. Digital may be wired into our very brains.

Devices Have Evolved
Ferocious consumption of media
CD, VCR, & Cable were common
TV consumers once thought of the remote as powerful, but they had little control over the types of media they wanted to view.
Computers and the Internet then created the means for engagement and participation.
In the early days of the Internet, few were able to organize using digital bulletin boards. But now consumers can create and partake in any form of social networking, making it easier to share media and experiences.
Mobile provides immediate access to anything a consumer wants within the palm of his/her hand.
A digital device scenario of the future may be that your refrigerator lets your car know that you are out of milk. Your car may then factor a stop at the store into your route and the milk could be waiting for you at the drive through.

Evolution of Human Behavior
The innovation of the point and click interface is now more than 30 years old.
Soon even the touchscreens may be obsolete, with new intermediate-free interfaces we can link to whatever we want, search for the mysteries of life, show support by liking, shop till we drop, and then consult Dr. Google for what ails us.
What’s next? The consumer brain of the future may directly process zeros and ones without the aid of a computer or integrated mobile device. In other words could be wired to our brains.

Past, Present & Future
It’s possible to think of the digital evolution as progressing through four periods:
The first twenty years, Constructivism, was focused on learning, understanding, sharing, creating, and adopting.
From 1994–1999, digital entered a period of Renaissance. During this period, anyone could be a digital entrepreneur. Marketing strategies began to change significantly by allowing digital tactics. At the same time, a steep learning curve led to numerous failures and losses.
From 2000–2009, the digital world entered a phase of Introspection, during which it took a step back to think about creating better business models that had a clear return on investment. During this period, consumers began to voice opinions and take control of brands.
And finally, digital is entering a new cycle of Innovation. We are just beginning to see where these innovations are going to lead us.

Overview of Digital History by Tery Spataro

by Orange Insights on Jan 12, 2011

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Overview of Digital History by Tery Spataro — Presentation Transcript

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