Reality 1.5


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Reality 1.5

  1. 1. Reality 1.5 Cees Jan Mol 7 april 2009
  2. 2. Contents <ul><li>The History of the Philips Corporate Research Exhibition (1959 to 2008) </li></ul><ul><li>Changing the way the event works </li></ul><ul><li>Reality 1.5: </li></ul><ul><ul><li>what is that? </li></ul></ul><ul><ul><li>how does it work? </li></ul></ul><ul><ul><li>what does it do? </li></ul></ul>
  3. 3. 1959: the very first CRE <ul><li>In the late ’50s Philips realized it had a number of laboratories in different counties, with people who never met </li></ul><ul><li>The first Corporate Research Exhibition was organized to create a platform for sharing projects </li></ul><ul><li>The event lasted </li></ul><ul><ul><li>a single day </li></ul></ul><ul><ul><li>displayed 9 projects </li></ul></ul><ul><ul><li>each for no longer than 10 minutes </li></ul></ul>
  4. 4. Sixties and seventies <ul><li>The CRE became an annual event </li></ul><ul><li>The number of demos increased to 50-60 </li></ul><ul><li>Stands were standardized, as was the presentation material </li></ul><ul><li>The number of Philips colleagues attending rose to roughly 2000 </li></ul>
  5. 5. Seventies
  6. 6. Eighties <ul><li>Philips Research maintained focus on fundamental research and increased focus on product-related research </li></ul><ul><li>The computer made its debut </li></ul>
  7. 7. 14-03-2005 Nineties
  8. 8. In 2001: better stories for more people <ul><li>All projects emphasized technology value and business rationale </li></ul><ul><li>All project presenters received presentation training </li></ul><ul><li>Colleagues unable to attend physically could visit ‘the virtual CRE’ (on the intranet of Philips) </li></ul><ul><li>Semiconductors became the 1st division to organize a Customer Event for its most senior strategic customers </li></ul>
  9. 9. 14-03-2005 Towards a ‘Technology Fair'
  10. 10. 14-03-2005 2004: a more open space
  11. 11. How did the CRE work? <ul><li>The CRE had many great strengths </li></ul><ul><ul><li>It was the event to see important technology progress </li></ul></ul><ul><ul><li>And get a feeling for the trends within Philips </li></ul></ul><ul><ul><li>It was great for Philips internal networking </li></ul></ul><ul><ul><li>It was a platform to take the Philips Business-to-Business relations to a higher level </li></ul></ul><ul><li>There was one fundamental problem: technical people were afraid of questions about the market… </li></ul><ul><ul><li>When asked such questions, they ‘fled’ into ‘technology jargon’ </li></ul></ul><ul><ul><li>Marketing people (who could not understand such answers) felt ‘stupid’ </li></ul></ul><ul><ul><li>Innovation was not progressed </li></ul></ul>
  12. 12. Contents <ul><li>The History of the Philips Corporate Research Exhibition (1959 to 2008) </li></ul><ul><li>Changing the way the event worked </li></ul><ul><li>Reality 1.5: </li></ul><ul><ul><li>what is that? </li></ul></ul><ul><ul><li>how does it work? </li></ul></ul><ul><ul><li>what does it do? </li></ul></ul>
  13. 13. Introducing a change <ul><li>It became important to let every single visitor know that her/his opinion mattered </li></ul><ul><li>Every single visitor received a ‘CRE card’ with a ‘personal investment budget’ </li></ul><ul><ul><li>The card carried ‘Innovation Currency Units’ (ICU: “I see you”) </li></ul></ul><ul><ul><li>Radio-frequency Identification (RFID) technology was used </li></ul></ul><ul><li>The entire event flow became visitor-focused </li></ul>
  14. 14. Visitor receives invitation and goes to a website to register.
  15. 15. Registering means entering your interests into a profile to create a personalized tour (plus a few elementary things like name, email address & organization)
  16. 16. Arriving at the event, the visitor receives the CRE Card. 2007
  17. 17. Voting is a matter of physically touching the reader with the card. (touch once = 1 vote; touch twice = 2 votes; etc.) 2007
  18. 18.
  19. 19. When visitors like a project and want to vote on it, they are recognized by the system.
  20. 20. Follow-up material is sent instantly to people ’ s in-box.
  21. 21. All visitors walk around, visit stands and invest.
  22. 22. Based on profiles & behavior, visits to related stands can be recommended.
  23. 23. At consumption points, “ consumption credits ” are subtracted for each consumption used.
  24. 24. At “ islands ” visitors can see which stands are popular.
  25. 25. Based on real-time access to votes, different types of collaborative outputs can be created. Customer Match = 37%
  26. 26. How did this evolve? <ul><li>In 2006 RFID technology was used to provide all visitors with a ‘personal investment budget’ </li></ul><ul><ul><li>Of the 4,000 visitors, 66% invested on average 5 votes </li></ul></ul><ul><li>In 2007, 73% invested on average 9 votes </li></ul><ul><li>In 2008, 78% distributed on average 11 votes </li></ul>
  27. 27. What was the effect? <ul><li>Now the CRE is something you can win </li></ul><ul><li>Projects put their best communicators at the stands </li></ul><ul><li>Researchers compete for the votes </li></ul><ul><li>Winning guarantees management exposure </li></ul>
  28. 28. It also enabled new functionality <ul><li>In 2006, the CRE was used for the 1st time for ‘collaborative assessment’ </li></ul>
  29. 29. It also enabled new functionality <ul><li>In 2007, voting created a collaborative timeline </li></ul>
  30. 30. Contents <ul><li>The History of the Philips Corporate Research Exhibition (1959 to 2008) </li></ul><ul><li>Changing the way the event works </li></ul><ul><li>Reality 1.5: </li></ul><ul><ul><li>what is it? </li></ul></ul><ul><ul><li>how does it work? </li></ul></ul><ul><ul><li>what does it do? </li></ul></ul>
  31. 31. What have we learned? <ul><li>People don’t want ‘more stuff’ </li></ul><ul><ul><li>Like more emails, more connections, more pdfs etc. </li></ul></ul><ul><ul><li>They do appreciate being important, having a say in the matter </li></ul></ul><ul><li>Can you ‘seduce’ people to play that role? Yes. </li></ul><ul><ul><li>If you address them personally, they will respond personally </li></ul></ul><ul><ul><li>If you make every little effort on their part result in a positive experience that is rewarding, you build up ‘credits’ </li></ul></ul><ul><ul><li>People do not return ‘presents’: if you give them valuable services or experiences for free, they appreciate that </li></ul></ul>
  32. 32. The approach of ‘plussing’ <ul><li>This is no longer the era of ‘either/or’; it is the era of ‘& &’ (= ‘and and’) </li></ul><ul><li>The main challenge nowadays is to take what is good and to help make it better </li></ul><ul><li>That specific way of approaching each other, evaluating each other’s contribution and taking it forward, we have called ‘plussing’ </li></ul><ul><ul><li> </li></ul></ul>
  33. 33. What does this mean? <ul><li>People don’t want more ‘things to have’ </li></ul><ul><ul><li>… like connections, ‘communities to belong to’ </li></ul></ul><ul><li>People want more meaningful engagement in real life </li></ul><ul><li>‘ Reality 1.5’ can be meaningful </li></ul><ul><ul><li>Web 2.0 is not the answer </li></ul></ul><ul><ul><li>Using web technology to enhance reality-as-we-know it (Reality 1.0) makes ‘plussing’ possible </li></ul></ul><ul><ul><li>‘ Reality 1.5’ connects Reality 1.0 to Web 2.0 </li></ul></ul>
  34. 34. Where is this going? <ul><li>We have experimented with ‘reality 1.5’ on the Philips Corporate Research Exhibition (2006-2008) </li></ul><ul><li>We are now testing the other side of the ‘spectrum’: a virtual place for people to vote on each others contributions </li></ul><ul><ul><li> </li></ul></ul>
  35. 35. The roadmap Realizing continuous cooperation Enabling contributions and collaborative exploration From ‘un-captured’ attention to ‘indicating support’ Event Enterprise Eco-system
  36. 36. Conclusion <ul><li>‘ Reality 1.5’ is a way to create a hybrid enhancement of reality with web-technology </li></ul><ul><li>That can work, if people perceive it as valuable, sensible and worthwhile </li></ul><ul><li>We are currently exploring a virtual experiment </li></ul><ul><li>There is space for more on the roadmap </li></ul>
  37. 37. <ul><li>© Pluscomm </li></ul>