090304 web3 mobile_seminar

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Presented on the 4th of March 2009

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  • Add internet enabled fridges More about mobile – perhaps trends? From innovations – monkey toffee – leadership and innovation Thomas Edison – not inventor – innovator Microsoft vision of future
  • October failed to buck the trend and so saw the decline in circulations across the sector continue. ABC Data – Target Media Overall the Dailies were down 1.97% month-on-month and 4.5% year-on-year The Sunday titles faired no better, down 1.53% month-on-month and 7.37% year-on-year. … . quality dailies posted year-on-year and month-on-month circulation falls, with the Independent plummeting 16.29% year-on-year to record an average circulation of just 201,019 copies. All the red-tops suffered month-on-month and year-on-year circulation declines, led by the Daily Star, which posted a 4.72% decline from September to 696,893 copies.
  • Outline of impact on: Society Business Personal life
  • http://www.neatorama.com/images/2006-08/star-trek-inspirational-poster.jpg
  • Social in Social media is because Web2.0 has been about connecting people – but there is a flaw which I will come to later (and that is that its actually very hard to make any sense of the data itself)
  • Stephen Fry stuck in a lift as sent to me and 200,000 other twitterers this week. Hit mainstream – Times had a list of Top 50 Twitterers this week too. Latest figures from Hitwise, the online intelligence service, show a 974 per cent increase in traffic, jolting Twitter from the 2,953rd most popular site among UK users to the 291st most visited by mid-January.
  • Bill Thompson is an independent journalist and regular commentator on the BBC World Service programme Digital Planet. John Prescott
  • Nymag.com 5 million friends on 15 social networks. 3million on Facebook 8.5 million visitors to website during peak 2000 official videos – viewed 80 million times 3 millions signed up for text messaging – 5 -20 messages per month 3 million phones calls during last four days of campaign!
  • Photo from AP Images
  • Arsenal and Sony PSP – teamed up so you can watch Allen Qu – Flickr Toksuede – Flickr (football pic)
  • Of course its more complex than http://www.readwriteweb.com/archives/facebook_sells_your_data.php this – and individuals as well as audiences need to be considered in depth
  • Government report - next generation networks universal access to broadband the creation of a second public service provider of scale the modernisation of wireless radio spectrum holdings a digital future for radio a new deal for digital content rights enhancing the digital delivery of public services Stephen Carter, the Minister for Communications, Technology and Broadcasting said: “Fully embracing a digital future is a must for any successful knowledge economy.”
  • Bill Thompson is an independent journalist and regular commentator on the BBC World Service programme Digital Planet.
  • Radiohead attempted to change the music industry with their free downloads
  • Radiohead attempted to change the music industry with their free downloads
  • And consumer business models are changing with everything from University choices to car insurance now treated as consumer purchases relying on the feedback of the groundswell
  • Bill Thompson is an independent journalist and regular commentator on the BBC World Service programme Digital Planet.
  • Bill Thompson is an independent journalist and regular commentator on the BBC World Service programme Digital Planet.
  • The future of advertising V11 Yellow Spanner And devices are increasingly being sold that tap into the lifestyle of users – inc. The Wii which can now connect people to their local medic
  • But such openness about information is causing a new sympton... Is there a risk people coming armed with the wrong information My Google Foot example – Beckham bone – Metatarsil.
  • Definition of web3.0 Impact of mobile Future trends/thoughts/ideas
  • In the 50s the future was household robots like Robbie from the Forbidden Planet http://discovermagazine.com iRobot movie
  • Then more recently we had these humanoid style creatures throughout sci-fi http://discovermagazine.com iRobot movie
  • However – the reality is alot more dulll – for now anyway. This is the El-e http://discovermagazine.com iRobot movie
  • El-E: An Assistive Robot that Fetches Objects from Flat Surfaces http://discovermagazine.com iRobot movie
  • When we think of technology it can be scary – like terminator where the machines take over
  • The future of the web is a bit like a jigsaw. Lots of different tools and applications all working together and sharing data http://www.myspacegeek.net/graphics/backgrounds/2/JIGSAW.jpg The cloud – so content and information are proliferated virally (in a positive way)
  • What is Web3.0 – well imagine it like this: Next technologies will make a more semantic web – deftn Semantic
  • In essence it is about standards and understanding their important and the need for consistency – especially at the coding level
  • So for example – if you wanted to find the decent star wars movies – you could search for decent star wars movies and the first 3 would be returned in the results Another example would be Prime ministers between 1990 and 2008 and it would return Margaret Thatcher, John Major, Tony Blair and Gordon Brown. The point is that the results are intelligent and therefore have more value to the user. At the moment they are just facts that match other data http://www.instablogsimages.com/images/2008/02/22/star-wars-lego-1_5965.jpg
  • So for example – if you wanted to find the decent star wars movies – you could search for decent star wars movies and the first 3 would be returned in the results Another example would be Prime ministers between 1990 and 2008 and it would return Margaret Thatcher, John Major, Tony Blair and Gordon Brown. The point is that the results are intelligent and therefore have more value to the user. At the moment they are just facts that match other data http://www.instablogsimages.com/images/2008/02/22/star-wars-lego-1_5965.jpg
  • With Google Latitude, you can: See where your friends are and what they are up to Quickly contact them with SMS, IM, or a phone call Maintain complete control over your privacy Enjoy Google Latitude on your phone, PC, or both. MOBILE WON’T BE A SEPARATE THING
  • Of course the risk is the percieved risk Big brother with society tracking your every move – the reality is that it will likely be marketers doing this and you will be opting into it.
  • Arsenal and Sony PSP – teamed up so you can watch Allen Qu – Flickr Toksuede – Flickr (football pic)
  • Near field technologies means that systems will be tracking your every move
  • Televisions will soon be internet enabled – Sky and MySpace have announced they will be allowing users to update and chat to friends via their TV soon. Imagine being able to get web reviews whilst watching TV adverts? Source: JoeyHarrison
  • Internet enabled home appliances - fridge
  • Edward Bernays – nephew of Sigmund Freud and father of modern PR In my view – the father of commercialism as we know it. How many people in this room have clothes that they have owned for many years and have repeatedly darned/fixed them? How long can we expect to users to contribute content with no financial gain?
  • Even Chris Anderson – author of the long tail has admitted he doesn’t believe it holds water any longer. Image: http://www.kaboose.com
  • And by free I don’t necessarily mean you have to pay cash – but you will have to pay with increasing amounts of data so organisations can collect this to create trends and intelligence so they can improve the accuracy of their marketing
  • And with such an expected rise in user generated content the challenge will be in finding niche spots to target customers/audiences Newspapers may ultimately die out not due to readership alone – but because new corporations will realise they can’t find out what they need to know from the consumer
  • companies will be able to selectively target Facebook's members in order to research the appeal of new products through a polling system called Engagement Ads as demonstrated at the World Economic Forum in Davos Facebook is planning to exploit the vast amount of personal information it holds on its 150m members by creating one of the world's largest market research databases. In an attempt to finally monetise the social networking site, once valued at $15bn (£10.4bn), it will soon allow multinational companies to selectively target its members in order to research the appeal of new products. Companies will be able to pose questions to specially selected members based on such intimate details as whether they are single or married and even whether they are gay or straight. MENTION RECENT T&C ISSUES
  • And of course accessibility is critical at this point – because along with the social responsibility there will be an increasing need for this from a commercial perspective. http://www.tbs-sct.gc.ca Accessibility Any individual with a disability can perform any task or receive any service or information that a person without a disability can in any format or mode using any personal technology anywhere at anytime. http://news.bbc.co.uk/1/hi/programmes/click_online/7859227.stm
  • http://angelajlee.files.wordpress.com/2008/06/creativecommons.jpg
  • Government report - next generation networks universal access to broadband the creation of a second public service provider of scale the modernisation of wireless radio spectrum holdings a digital future for radio a new deal for digital content rights enhancing the digital delivery of public services Stephen Carter, the Minister for Communications, Technology and Broadcasting said: “Fully embracing a digital future is a must for any successful knowledge economy.”
  • New forms of crimes are appearing and so are new forms of data protection...
  • Coping strategies for change and innovation
  • Easy to find reasons not to change – but it is important change is factored into your processes “ Continuing as though there is no downturn is a missed opportunity”
  • Big innovation is not always the best place to start Innovation should not be mixed up with invention Thomas Edison didnt invent lightbulb “i have not failed – I have succeeded in proving those 700 ways will not work” “ Most things will fail get over it” Procter & Gamble – 50% ideas are fromoutside
  • Monkey toffee story – give it to leader and entire group has it – give it to one of the lower level monkeys and only a few do. We see this with the likes of twitter too. Japanese monkeys – caramels – leader all
  • 1. The timetable for change - how quickly will the change be introduced? Specifically, will there be a pilot/transition period for people to get used to the change. (NB there is a considerable difference between a trial period to see if a change will work, and a transition period to help people into a change. Both are appropriate, but the change team and the leadership need to be totally clear on the purpose of any trial or transition period.) This decision will be influenced by the degree of resistance anticipated. 2. The degree that people will be involved in the change process: For some changes, the change team should aim for complete transparency - the process of introducing the change is so well managed, that the organisation barely notices. In this case the organisation should still be told of the change and the reasons for it to avoid feeling manipulated. 3. Identifying learning that can be taken from previous experiences within the organisation, or from similar changes introduced elsewhere. Whilst we need to be careful of mapping the issues of one particular situation onto another, there are many more similarities between situations than we often give credit for!
  • People – hire for how they learn – not what they know... Processes – Just enough disunity for progress – challenge the norm Mistakes – most things will fail – get over it!! Learn Cope Warn Compete Do what your competition won’t!
  • Can’t forget mobile too. Stats this week showed 7.3 million using mobile internet – massive rise and higher rise than on PC
  • Can’t forget mobile too. Stats this week showed 7.3 million using mobile internet – massive rise and higher rise than on PC
  • Can’t forget mobile too. Stats this week showed 7.3 million using mobile internet – massive rise and higher rise than on PC
  • 090304 web3 mobile_seminar

    1. 1. Web3.0, mobile and the future What you need to know... Dean Russell 4 th March 2009
    2. 2. Where are we right now? How can you deal with it? What will the future look like? What am I going to talk about?
    3. 3. Where are we right now?
    4. 5. #1: Social Where are we now
    5. 7. Ok. This is now mad. I am stuck in a lift on the 26th floor of Centre Point. Hell's teeth. We could be here for hours. Arse, poo and widdle “ “
    6. 8. #1: Social Where are we now #2: Political
    7. 9. <ul><li>The internet makes openness in politics not only possible but unstoppable </li></ul><ul><li>Bill Thompson, Journalist and BBC World Service Commentator </li></ul>“ “
    8. 14. #1: Social #3: Business Where are we now #2: Political
    9. 16. <ul><li>Fully embracing a digital future is a must for any successful knowledge economy </li></ul><ul><li> Stephen Carter, the Minister for Communications, Technology and Broadcasting </li></ul>“ “
    10. 20. #1: Social #3: Business Where are we now #2: Political #4: Health
    11. 24. Cyberchondriacs
    12. 25. What will the future look like?
    13. 30. Impact #1 The wisdom of Web3.0 Key strategic considerations
    14. 34. <ul><li>Semantics is the study of meaning in communication. </li></ul><ul><li> Source: Wikipedia </li></ul>“ “
    15. 35. 1990 2008
    16. 37. Impact #1 The wisdom of Web3.0 Key strategic considerations Impact #2 Knowing where you are all of the time
    17. 44. Impact #1 The wisdom of Web3.0 Impact #3 Commercialising your conversations Key strategic considerations Impact #2 Knowing where you are all of the time
    18. 47. <ul><li>Web3.0 will not be Free </li></ul><ul><li>Dean Russell, Precedent </li></ul>“ “
    19. 51. Impact #1 The wisdom of Web3.0 Impact #3 Commercialising your information Key strategic considerations Impact #2 Knowing where you are all of the time Impact #4 Freedom requires trust
    20. 56. How can you deal with it?
    21. 57. Rule #1 Preparing for change Key strategic considerations Rule #2 Learning to be innovative
    22. 61. <ul><li>Set timetable </li></ul><ul><li>Identify people </li></ul><ul><li>Learning </li></ul>
    23. 62. <ul><li>People </li></ul><ul><li>Processes </li></ul><ul><li>Mistakes </li></ul>
    24. 63. - Catch-up with now - Not about separate mobile – its all the same - Consider how these trends will affect your audiences - Remember its still about people and habits - Implement change and innovation strategies In summary
    25. 64. “ Life is 10% of what happens to you and 90% of how you react”
    26. 65. Thanks for listening... (could we have another 60 seconds please?)
    27. 66. We exist to make our clients more successful “ “
    28. 67. 4 offices
    29. 68. 18 years
    30. 69. + 60 people
    31. 70. <ul><li>Research </li></ul><ul><li>Strategy </li></ul><ul><li>Branding </li></ul><ul><li>Design (print and online) </li></ul><ul><li>Web development </li></ul><ul><li>Digital marketing </li></ul><ul><li>Hosting </li></ul><ul><li>ISP </li></ul>What do we help our clients with?
    32. 71. <ul><li>Commercial & professional services </li></ul><ul><li>Bluewater </li></ul><ul><li>Butlins </li></ul><ul><li>Cond é Naste Johansens </li></ul><ul><li>E C Harris </li></ul><ul><li>HSBC Investments </li></ul><ul><li>Hill & Knowlton </li></ul><ul><li>International Paint </li></ul><ul><li>Jobsite </li></ul><ul><li>Liberty </li></ul><ul><li>LendLease </li></ul><ul><li>Lloyds of London </li></ul><ul><li>Mazars </li></ul><ul><li>Newmarket Racecourse </li></ul><ul><li>World Federation of Exchanges </li></ul><ul><li>Yell </li></ul>Health & education Human Fertilisation & Embryology Authority Imperial College Healthcare NHS Trust Institution of Occupational Safety & Health The Information Centre LearnDirect Middlesex University Oxford Brookes University Royal Berkshire Foundation Trust University of Cambridge University of Southampton Not for profit Age Concern England British Heart Foundation Cancer Research UK Crimestoppers Leonard Cheshire Disability Media Trust Notting Hill Housing Group RSPCA Sovereign Housing Group The Work Foundation Public sector Academy for Sustainable Communities CABE Cabinet Office Department for Culture, Media and Sport Essex County Council HM Treasury Intellectual Property Office Islington City Council London Borough of Camden London Stock Exchange National School of Government Royal Borough of Kensington and Chelsea Welsh Assembly Government Westminster City Council World Federation of Exchanges
    33. 72. Let us know what you think ...Thank you www.twitter.com/dean_r

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