Then, Now, Next

THEN.
NOW.
NEXT.
WOLFF OLINS RESPONDS TO
MARY MEEKER’S BRILLIANT 2012
INTERNET TRENDS REPORT.

WWW.WOLFFOLINS.COM

FOREWORD

Mary Meeker, one of Fortune Magazine’s Ten Smartest People in
Tech, released her latest set of internet trends data in May. The
report, which has been trending ever since, provides an eye-popping
picture of future internet tends, you can find it at:
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
At Wolff Olins we’re big fans and it was Mary's ‘Reimagination of
Everything’ that really captured our attention. In this section of her
presentation she takes numerous categories and shows how they have
been reimagined by social / mobile / local.
Inspired by her ideas, a group of us got together to imagine the future of
these categories, providing the ‘Next’ to Mary’s ‘Then: Now’.
Our predictions follow.

09/07/2012 WWW.WOLFFOLINS.COM PAGE 2

REIMAGINATION OF COMPUTING DEVICES

THEN NEXT
Desktops / notebooks. Implanted technology commanding the
Internet of Things.

NOW
Tablets / smartphones.


REIMAGINATION OF CONNECTIVITY

THEN NEXT
Fixed lines. Wireless data everywhere.
Wireless power.

NOW
Mobiles.


THE REIMAGINATION OF LIFE STORIES

THEN NEXT
Biographies / items Recording and sharing mental
/ exhibitions of famous movies and snapshots.
people or loved ones.

NOW
Facebook timeline
Broad personalized media
discovery
feed / automatically
created / widely
accessible.


REIMAGINATION OF NEWS AND INFORMATION FLOW

THEN NEXT
Delayed / dedicated Everyone is a news source (amateur + pro).
reporters and camera Photosynth of news. Choose your angle.
men / regional or
national reach.

NOW
(Twitter) real time
/ citizen reporting
via mobile devices
/ global reach.


REIMAGINATION OF NOTE TAKING

THEN NEXT
Pencil + notepad. Ambient recording of everything supported by
auto-aggregation and editing.

NOW
(Evernote).
Always synced /
multi-device / picture +
audio enabled /
searchable


REIMAGINATION OF DRAWING

THEN NEXT
Pencil and notepad. 3D drawing. Then printing in 3D
with rapid prototyping.

NOW
(Paper by Fiftythree)
Reusable canvas screen /
creating art anywhere
anytime / digitally
enhanced creation
tools / instant sharing.


REIMAGINATION OF PHOTOGRAPHY

THEN NEXT
Dedicated camera / 3D photography. Shoot first.
manually transfer digital Pick your angle and focal point later.
files / develop films.

NOW
(Instagram / Camera+
/ Hipstamatic)
Always with you camera
(smartphone) / instant
digital effects / share /
sync / discover.


REIMAGINATION OF DIARIES

THEN NEXT
Hand-written / drawn. Context specific mental photos.

NOW
(Path)
One-tap to add entry
/ multimedia /location
aware / share / Search.


REIMAGINATION OF SCRAPBOOKING / ASPIRATION

THEN NEXT
Paper / scissors / glue. Curation of other peoples mental photos.

NOW
(Pinterest)
One-click to pin / share /
follow / always
accessible.


REIMAGINATION OF MAGAZINES

THEN NEXT
Piles of print copies. Defined by their communities (co-creating
superior content) not by masthead.

NOW
(Flipboard)
More content / always
accessible up-to-date /
personalized / access
everywhere / interactive
(video and audio) / share.


REIMAGINATION OF BOOKS

THEN NEXT
Paper. Unique paper-formats.
Disposable digital versions.

NOW
(Amazon Kindle / Apple
iBooks).


REIMAGINATION OF MUSIC

THEN NEXT
Buy albums and CDs 360 degree music ecosystems (do more
in stores / playback with artists, industry and fans). 3D sound.
via dedicated players.

NOW
(Spotify)
Discovery of music
through friends and
experts / instant on
demand streaming
on internet-enabled
devices.


REIMAGINATION OF SOUND

THEN NEXT
Tape recorder / hard Everything recorded. Further democratisation
to edit / share. of production software
and editing, especially mobile.

NOW
(Soundcloud)
Record / edit / playback
anywhere / anytime /
on any device / playlist
sharing / discovery.


REIMAGINATION OF ARTISTS / CONCEPTS

THEN NEXT
Big screen tributes. Control your superstar.

NOW
Tupac at Coachella
3D / lifelike /
programmable hologram /
bringing past icons back
to life.


REIMAGINATION OF VIDEO

THEN NEXT
Physical retail Focus on edit not capture.
/ rental stores. Instagram filters (visual + sound) for video.

NOW
(YouTube / Netflix )
On demand / instant
streaming / accessible
everywhere.


REIMAGINATION OF VIDEO CREATION / PRODUCTION

THEN NEXT
Dedicated set / camera Everything recorded. Further democratisation
/ lighting / editing of post-production
equipment. and editing outside the studio.

NOW
(SocialCam / Viddy
/ GoPro)
Live digital effects /
wearable recording
device / real-time
upload / discovery.


REIMAGINATION OF DISTRIBUTION
AND MONETIZATION FOR ‘TALENT’
THEN NEXT
(Glenn Beck on Digital busking receiving contactless
Fox News) payment. Live digital speaker corners.

NOW
(GBTV – digital)
With 300k subscribers
and lower production
costs, GB making
materially more money.


REIMAGINATION OF HOME ENTERTAINMENT

THEN NEXT
Lean back / Controllable entertainment. Social, interactive
lean forward. and customisable content.

NOW
(Chill)
Curl up – visual layout
/ social discovery /
distribution / interaction.


REIMAGINATON OF TV

THEN NEXT
Linear programming / Flipboard for TV. Organised by length
Pre-set channels / Little of tome you want to watch. Reorganising
control over content. channels around content buckets.

NOW
(YouTube Channels /
Bleacher Team Stream)
On demand personalized
content on big screen.


REIMAGINATION OF COMMUNICATION

THEN NEXT
Dedicated devices / Access my lifestream.
limited function and range
/ intrusive.

NOW
(Voxer)
Push to talk / voice
message / picture / text /
location / group chat.


REIMAGINATION OF NAVIGATION

THEN NEXT
Physical copies of Non-visual navigation. Intelligent traffic lights
map in car / TV, radio based on everyone’s destination.
reporting of traffic info.

NOW
(Waze)
User-generated digital
map / live crowd sourced
traffic data.


REIMAGINATION OF SPORTS INFO

THEN NEXT
Professional Match of the day made up of 40,000
commentators / reporters people filming, from every angle.
/ limited coverage and Photosynth and filter.
reach.

NOW
(Bleacher report)
Anyone can be a
contributor / opinion-
oriented analysis /
multimedia / social
and mobile enabled.


REIMAGINATION OF HOME IMPROVEMENT

THEN NEXT
Magazines / cable IKEA and and.
TV channels / limited Architects become brands.
interaction with Buildings and interiors become Lego.
consumers.

NOW
(Houzz / One Kings Lane)
Communications
platforms for designers
and consumers / share
/ discover and click
and buy.


REIMAGINATION OF CALLING A CAB

THEN NEXT
Long lines during rush Barclay’s jetpacks. Self-fly. Pay per use.
hours / rain / some areas
may not have taxis
roaming on the streets.

NOW
(Uber)
One tap taxi call / location
aware / electronic
payment.


REIMAGINATION OF CARS

THEN NEXT
Gasoline / diesel powered Fewer cars.
internal combustion Shared, self-driving taxis.
engine
with exhaust.

NOW
(Hybrid / Electric cars)
Plug in electrical power
train / regenerative break
/ solar panel roof / little to
zero emission.


REIMAGINATION OF YELLOW PAGES

THEN NEXT
Heavy printed business List what you want, and suppliers
listings. contact you with the solution.

NOW
(Yelp)
User reviews / pictures.
Recommendations /
location aware / easily
searchable.


REIMAGINATION OF COUPONS AND LOCAL SERVICES

THEN NEXT
Non personalized / Social currency.
smaller discounts / easily Pay what you think it’s worth.
lost or forgotten.

NOW
(Groupon)
Personalized / location
aware / instant deals /
group buying discount.


REIMAGINATION OF GETTING FOOD QUICKLY

THEN NEXT
Permanent store Personal Whipcar style kitchen.
locations. Neighbourhood kitchens.

NOW
(Kogi Food Truck)
100k twitter followers /
real time location
updates.


REIMAGINATION OF CASH REGISTERS

THEN NEXT
Big and odd looking Every chip and therefore every device
machines / receipt is a checkout.
printers and cash
drawers.

NOW
(Square)
Simple and elegant and
square reader / email
receipts / touch signing.


REIMAGINATION OF WINDOW SHOPPING

THEN NEXT
Looking through the Stepping into and shopping in windows as
window. experience. 3D vending.

NOW
(One kings lane / fab /
click and buy).


REIMAGINATION OF MARKETPLACES

THEN NEXT
Tent and pickup truck Digital activity curates physical markets.
at street-fairs.

NOW
(Etsy)
Integrated platform for
listings / advertising /
payment / inventory
management.


REIMAGINATION OF MANUFACTURING

THEN NEXT
Mass production Buy a patent.
of high volume
standardized items.

NOW
(zazzle / shapeways )
Customised /
personalized design
/ 3D printing process).


REIMAGINATION OF INSTANT GRATIFICATION,
PERSONAL SERVICES
THEN NEXT
Mass production of high- Generated for you.
volume standardised Custom everything.
items.

NOW
(Zaarly / TaskRabbit
/ Fiverr)
One click and
delivered to you.


REIMAGINATION OF IDEA BUILDING / FUNDING

THEN NEXT
Flyers / loudspeakers / Auto digitally formed locations.
dinners / checks.

NOW
(Kickstarter)
Online / social distribution
/ real-time progress.


REIMAGINATION OF PERSONAL BORROWING LENDING

THEN NEXT
Borrowers – paper application / Macro lending. Large numbers of people
lengthy approval process / high
interest rates. Investors – little collectively contribute to small loans.
access for retail investors / no
customisation based on risk
tolerance.

NOW
(Lending club)
Borrowers – online appication /
funded in days / lower interest
rates. Investors – easy
customization / diversification /
better returns.


REIMAGINATION OF BUSINESS COLLABORATION

THEN NEXT
Meetings / whiteboards / 3D Meeting rooms.
teleconferences. Digital post-its.

NOW
(Salesforce.com /
Yammer / Jive)
Online working groups /
data sharing / instant
messages.


REIMAGINATION OF RECRUITING / HIRING

THEN NEXT
Job fairs / campus Career projector algorithm with real-time
recruiting events / paper evaluation of current earning potential.
resumes.

NOW
(LinkedIn)
Online resumes / social
relevancy for recruiters /
searchable skill sets /
endorsements /
recommendations.


REIMAGINATION OF FOCUS GROUPS

THEN NEXT
Fixed time / location / Live tracking of your customer base,
small group / no real-time real feeds from market and products.
feedback.

NOW
(Affectiva)
Real-time video emotion
detection and analysis /
effortless participation /
data capture /
‘moodometer’.


REIMAGINATION OF DATA

THEN NEXT
Store everything because Predictive data and modelling – pre cogs.
we can do it
inexpensively.

NOW
Data obesity / data quality
issues – how to find a
needle in a haystack.


REIMAGINATION OF SIGNATURES

THEN NEXT
Scan / fax / mail to return DNA and soul scanning.
signature page.

NOW
(DocuSign).
Electronic documents /
secure audit trail / instant
e-signature.


REIMAGINATION OF HEALTHCARE ACCESS

THEN NEXT
Call to make Managing wellbeing.
appointments / days or
weeks to see doctors.

NOW
(ZocDoc / Teladoc)
On-demand access to
doctors in minutes or
same day / In person or
via phone video call.


REIMAGINATION OF LEARNING

THEN NEXT
Taught by teachers. Kids in the workplace.

NOW
Self-taught through
technology.


REIMAGINATION OF ENGAGEMENT

THEN NEXT
Buttons / joysticks / D- Mind control.
pads / wires.

NOW
(xbox Kinect)
Camera based gestures /
voice control.


REIMAGINATION OF EDUCATION

THEN NEXT
Classrooms / lectures / On the job doing.
reading materials.

NOW
(Codecademy / Coursera
/ Khan Academy)
Interactive / online /
accessible by anyone
anywhere anytime.


REIMAGINATION OF REWARDS / SATISFACTION

THEN NEXT
Pat on the back / Real rewards.
appreciation.

NOW
(Klout / Foursquare /
Zynga).


REIMAGINATION OF GOVERNMENT SUBSIDIES

THEN NEXT
Gather in town / wait in Global subsidies connected to need.
line to receive subsidies.

NOW
200MM+ farmers in India
receive government
subsidies via mobile
devices.


REIMAGINATION OF COMMUNICATION

THEN NEXT
Cavemen drawings. Access my lifestream.

NOW
(instagr.am)


REIMAGINATION OF CRIME AWARENESS

THEN NEXT
Warning signs / Awareness of local and real-time life
community reports. satisfaction. Real-time reporting of crime.

NOW
(SFPD / CrimeMapping)
Centralized database /
customised crime alerts /
mobile viewing.


REIMAGINATION OF THERMOSTATS

THEN NEXT
On / off switch and Meteorological forecasts, informing internet of
temperature setting. things, running off smart grid.

NOW
(Nest)
Wi-Fi enabled / auto
learning / auto sensing /
remote control / energy
efficient.


REIMAGINATION OF PET CARE

THEN NEXT
Flyers on lamp posts for Live pet-satisfaction monitoring.
missing pets.

NOW
Internet enabled / GPS
tracking pet collars.


REIMAGINATION OF FEEDS

THEN NEXT
Feeding trough. Thematic and emotional memory feeds.

NOW
(Facebook news feed /
Ticker / Twitter feed)


THANK YOU.

WWW.WOLFFOLINS.COM

Then, Now, Next

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to Then, Now, Next

Similar to Then, Now, Next (20)

More from Wolff Olins

More from Wolff Olins (20)

Recently uploaded

Recently uploaded (20)

Then, Now, Next