Then, Now, Next

THEN.NOW.NEXT.WOLFF OLINS RESPONDS TOMARY MEEKER’S BRILLIANT 2012INTERNET TRENDS REPORT.WWW.WOLFFOLINS.COM

FOREWORDMary Meeker, one of Fortune Magazine’s Ten Smartest People inTech, released her latest set of internet trends data in May. Thereport, which has been trending ever since, provides an eye-poppingpicture of future internet tends, you can find it at:http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012At Wolff Olins we’re big fans and it was Marys ‘Reimagination ofEverything’ that really captured our attention. In this section of herpresentation she takes numerous categories and shows how they havebeen reimagined by social / mobile / local.Inspired by her ideas, a group of us got together to imagine the future ofthese categories, providing the ‘Next’ to Mary’s ‘Then: Now’.Our predictions follow.09/07/2012 WWW.WOLFFOLINS.COM PAGE 2

REIMAGINATION OF COMPUTING DEVICESTHEN NEXTDesktops / notebooks. Implanted technology commanding the Internet of Things.NOWTablets / smartphones.09/07/2012 WWW.WOLFFOLINS.COM PAGE 3

REIMAGINATION OF CONNECTIVITYTHEN NEXTFixed lines. Wireless data everywhere. Wireless power.NOWMobiles.09/07/2012 WWW.WOLFFOLINS.COM PAGE 4

THE REIMAGINATION OF LIFE STORIESTHEN NEXTBiographies / items Recording and sharing mental/ exhibitions of famous movies and snapshots.people or loved ones.NOWFacebook timelineBroad personalized mediadiscoveryfeed / automaticallycreated / widelyaccessible.09/07/2012 WWW.WOLFFOLINS.COM PAGE 5

REIMAGINATION OF NEWS AND INFORMATION FLOWTHEN NEXTDelayed / dedicated Everyone is a news source (amateur + pro).reporters and camera Photosynth of news. Choose your angle.men / regional ornational reach.NOW(Twitter) real time/ citizen reportingvia mobile devices/ global reach.09/07/2012 WWW.WOLFFOLINS.COM PAGE 6

REIMAGINATION OF NOTE TAKINGTHEN NEXTPencil + notepad. Ambient recording of everything supported by auto-aggregation and editing.NOW(Evernote).Always synced /multi-device / picture +audio enabled /searchable09/07/2012 WWW.WOLFFOLINS.COM PAGE 7

REIMAGINATION OF DRAWINGTHEN NEXTPencil and notepad. 3D drawing. Then printing in 3D with rapid prototyping.NOW(Paper by Fiftythree)Reusable canvas screen /creating art anywhereanytime / digitallyenhanced creationtools / instant sharing.09/07/2012 WWW.WOLFFOLINS.COM PAGE 8

REIMAGINATION OF PHOTOGRAPHYTHEN NEXTDedicated 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) / instantdigital effects / share /sync / discover.09/07/2012 WWW.WOLFFOLINS.COM PAGE 9

REIMAGINATION OF DIARIESTHEN NEXTHand-written / drawn. Context specific mental photos.NOW(Path)One-tap to add entry/ multimedia /locationaware / share / Search.09/07/2012 WWW.WOLFFOLINS.COM PAGE 10

REIMAGINATION OF SCRAPBOOKING / ASPIRATIONTHEN NEXTPaper / scissors / glue. Curation of other peoples mental photos.NOW(Pinterest)One-click to pin / share /follow / alwaysaccessible.09/07/2012 WWW.WOLFFOLINS.COM PAGE 11

REIMAGINATION OF MAGAZINESTHEN NEXTPiles of print copies. Defined by their communities (co-creating superior content) not by masthead.NOW(Flipboard)More content / alwaysaccessible up-to-date /personalized / accesseverywhere / interactive(video and audio) / share.09/07/2012 WWW.WOLFFOLINS.COM PAGE 12

REIMAGINATION OF BOOKSTHEN NEXTPaper. Unique paper-formats. Disposable digital versions.NOW(Amazon Kindle / AppleiBooks).09/07/2012 WWW.WOLFFOLINS.COM PAGE 13

REIMAGINATION OF MUSICTHEN NEXTBuy albums and CDs 360 degree music ecosystems (do morein stores / playback with artists, industry and fans). 3D sound.via dedicated players.NOW(Spotify)Discovery of musicthrough friends andexperts / instant ondemand streamingon internet-enableddevices.09/07/2012 WWW.WOLFFOLINS.COM PAGE 14

REIMAGINATION OF SOUNDTHEN NEXTTape recorder / hard Everything recorded. Further democratisationto edit / share. of production software and editing, especially mobile.NOW(Soundcloud)Record / edit / playbackanywhere / anytime /on any device / playlistsharing / discovery.09/07/2012 WWW.WOLFFOLINS.COM PAGE 15

REIMAGINATION OF ARTISTS / CONCEPTSTHEN NEXTBig screen tributes. Control your superstar.NOWTupac at Coachella3D / lifelike /programmable hologram /bringing past icons backto life.09/07/2012 WWW.WOLFFOLINS.COM PAGE 16

REIMAGINATION OF VIDEOTHEN NEXTPhysical retail Focus on edit not capture./ rental stores. Instagram filters (visual + sound) for video.NOW(YouTube / Netflix )On demand / instantstreaming / accessibleeverywhere.09/07/2012 WWW.WOLFFOLINS.COM PAGE 17

REIMAGINATION OF VIDEO CREATION / PRODUCTIONTHEN NEXTDedicated set / camera Everything recorded. Further democratisation/ lighting / editing of post-productionequipment. and editing outside the studio.NOW(SocialCam / Viddy/ GoPro)Live digital effects /wearable recordingdevice / real-timeupload / discovery.09/07/2012 WWW.WOLFFOLINS.COM PAGE 18

REIMAGINATION OF DISTRIBUTIONAND MONETIZATION FOR ‘TALENT’THEN NEXT(Glenn Beck on Digital busking receiving contactlessFox News) payment. Live digital speaker corners.NOW(GBTV – digital)With 300k subscribersand lower productioncosts, GB makingmaterially more money.09/07/2012 WWW.WOLFFOLINS.COM PAGE 19

REIMAGINATION OF HOME ENTERTAINMENTTHEN NEXTLean back / Controllable entertainment. Social, interactivelean forward. and customisable content.NOW(Chill)Curl up – visual layout/ social discovery /distribution / interaction.09/07/2012 WWW.WOLFFOLINS.COM PAGE 20

REIMAGINATON OF TVTHEN NEXTLinear programming / Flipboard for TV. Organised by lengthPre-set channels / Little of tome you want to watch. Reorganisingcontrol over content. channels around content buckets.NOW(YouTube Channels /Bleacher Team Stream)On demand personalizedcontent on big screen.09/07/2012 WWW.WOLFFOLINS.COM PAGE 21

REIMAGINATION OF COMMUNICATIONTHEN NEXTDedicated devices / Access my lifestream.limited function and range/ intrusive.NOW(Voxer)Push to talk / voicemessage / picture / text /location / group chat.09/07/2012 WWW.WOLFFOLINS.COM PAGE 22

REIMAGINATION OF NAVIGATIONTHEN NEXTPhysical copies of Non-visual navigation. Intelligent traffic lightsmap in car / TV, radio based on everyone’s destination.reporting of traffic info.NOW(Waze)User-generated digitalmap / live crowd sourcedtraffic data.09/07/2012 WWW.WOLFFOLINS.COM PAGE 23

REIMAGINATION OF SPORTS INFOTHEN NEXTProfessional Match of the day made up of 40,000commentators / reporters people filming, from every angle./ limited coverage and Photosynth and filter.reach.NOW(Bleacher report)Anyone can be acontributor / opinion-oriented analysis /multimedia / socialand mobile enabled.09/07/2012 WWW.WOLFFOLINS.COM PAGE 24

REIMAGINATION OF HOME IMPROVEMENTTHEN NEXTMagazines / cable IKEA and and.TV channels / limited Architects become brands.interaction with Buildings and interiors become Lego.consumers.NOW(Houzz / One Kings Lane)Communicationsplatforms for designersand consumers / share/ discover and clickand buy.09/07/2012 WWW.WOLFFOLINS.COM PAGE 25

REIMAGINATION OF CALLING A CABTHEN NEXTLong lines during rush Barclay’s jetpacks. Self-fly. Pay per use.hours / rain / some areasmay not have taxisroaming on the streets.NOW(Uber)One tap taxi call / locationaware / electronicpayment.09/07/2012 WWW.WOLFFOLINS.COM PAGE 26

REIMAGINATION OF CARSTHEN NEXTGasoline / diesel powered Fewer cars.internal combustion Shared, self-driving taxis.enginewith exhaust.NOW(Hybrid / Electric cars)Plug in electrical powertrain / regenerative break/ solar panel roof / little tozero emission.09/07/2012 WWW.WOLFFOLINS.COM PAGE 27

REIMAGINATION OF YELLOW PAGESTHEN NEXTHeavy printed business List what you want, and supplierslistings. contact you with the solution.NOW(Yelp)User reviews / pictures.Recommendations /location aware / easilysearchable.09/07/2012 WWW.WOLFFOLINS.COM PAGE 28

REIMAGINATION OF COUPONS AND LOCAL SERVICESTHEN NEXTNon personalized / Social currency.smaller discounts / easily Pay what you think it’s worth.lost or forgotten.NOW(Groupon)Personalized / locationaware / instant deals /group buying discount.09/07/2012 WWW.WOLFFOLINS.COM PAGE 29

REIMAGINATION OF GETTING FOOD QUICKLYTHEN NEXTPermanent store Personal Whipcar style kitchen.locations. Neighbourhood kitchens.NOW(Kogi Food Truck)100k twitter followers /real time locationupdates.09/07/2012 WWW.WOLFFOLINS.COM PAGE 30

REIMAGINATION OF CASH REGISTERSTHEN NEXTBig and odd looking Every chip and therefore every devicemachines / receipt is a checkout.printers and cashdrawers.NOW(Square)Simple and elegant andsquare reader / emailreceipts / touch signing.09/07/2012 WWW.WOLFFOLINS.COM PAGE 31

REIMAGINATION OF WINDOW SHOPPINGTHEN NEXTLooking through the Stepping into and shopping in windows aswindow. experience. 3D vending.NOW(One kings lane / fab /click and buy).09/07/2012 WWW.WOLFFOLINS.COM PAGE 32

REIMAGINATION OF MARKETPLACESTHEN NEXTTent and pickup truck Digital activity curates physical markets.at street-fairs.NOW(Etsy)Integrated platform forlistings / advertising /payment / inventorymanagement.09/07/2012 WWW.WOLFFOLINS.COM PAGE 33

REIMAGINATION OF MANUFACTURINGTHEN NEXTMass production Buy a patent.of high volumestandardized items.NOW(zazzle / shapeways )Customised /personalized design/ 3D printing process).09/07/2012 WWW.WOLFFOLINS.COM PAGE 34

REIMAGINATION OF INSTANT GRATIFICATION,PERSONAL SERVICESTHEN NEXTMass production of high- Generated for you.volume standardised Custom everything.items.NOW(Zaarly / TaskRabbit/ Fiverr)One click anddelivered to you.09/07/2012 WWW.WOLFFOLINS.COM PAGE 35

REIMAGINATION OF IDEA BUILDING / FUNDINGTHEN NEXTFlyers / loudspeakers / Auto digitally formed locations.dinners / checks.NOW(Kickstarter)Online / social distribution/ real-time progress.09/07/2012 WWW.WOLFFOLINS.COM PAGE 36

REIMAGINATION OF PERSONAL BORROWING LENDINGTHEN NEXTBorrowers – paper application / Macro lending. Large numbers of peoplelengthy approval process / highinterest rates. Investors – little collectively contribute to small loans.access for retail investors / nocustomisation based on risktolerance.NOW(Lending club)Borrowers – online appication /funded in days / lower interestrates. Investors – easycustomization / diversification /better returns.09/07/2012 WWW.WOLFFOLINS.COM PAGE 37

REIMAGINATION OF BUSINESS COLLABORATIONTHEN NEXTMeetings / whiteboards / 3D Meeting rooms.teleconferences. Digital post-its.NOW(Salesforce.com /Yammer / Jive)Online working groups /data sharing / instantmessages.09/07/2012 WWW.WOLFFOLINS.COM PAGE 38

REIMAGINATION OF RECRUITING / HIRINGTHEN NEXTJob fairs / campus Career projector algorithm with real-timerecruiting events / paper evaluation of current earning potential.resumes.NOW(LinkedIn)Online resumes / socialrelevancy for recruiters /searchable skill sets /endorsements /recommendations.09/07/2012 WWW.WOLFFOLINS.COM PAGE 39

REIMAGINATION OF FOCUS GROUPSTHEN NEXTFixed 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 emotiondetection and analysis /effortless participation /data capture /‘moodometer’.09/07/2012 WWW.WOLFFOLINS.COM PAGE 40

REIMAGINATION OF DATATHEN NEXTStore everything because Predictive data and modelling – pre cogs.we can do itinexpensively.NOWData obesity / data qualityissues – how to find aneedle in a haystack.09/07/2012 WWW.WOLFFOLINS.COM PAGE 41

REIMAGINATION OF SIGNATURESTHEN NEXTScan / fax / mail to return DNA and soul scanning.signature page.NOW(DocuSign).Electronic documents /secure audit trail / instante-signature.09/07/2012 WWW.WOLFFOLINS.COM PAGE 42

REIMAGINATION OF HEALTHCARE ACCESSTHEN NEXTCall to make Managing wellbeing.appointments / days orweeks to see doctors.NOW(ZocDoc / Teladoc)On-demand access todoctors in minutes orsame day / In person orvia phone video call.09/07/2012 WWW.WOLFFOLINS.COM PAGE 43

REIMAGINATION OF LEARNINGTHEN NEXTTaught by teachers. Kids in the workplace.NOWSelf-taught throughtechnology.09/07/2012 WWW.WOLFFOLINS.COM PAGE 44

REIMAGINATION OF ENGAGEMENTTHEN NEXTButtons / joysticks / D- Mind control.pads / wires.NOW(xbox Kinect)Camera based gestures /voice control.09/07/2012 WWW.WOLFFOLINS.COM PAGE 45

REIMAGINATION OF EDUCATIONTHEN NEXTClassrooms / lectures / On the job doing.reading materials.NOW(Codecademy / Coursera/ Khan Academy)Interactive / online /accessible by anyoneanywhere anytime.09/07/2012 WWW.WOLFFOLINS.COM PAGE 46

REIMAGINATION OF REWARDS / SATISFACTIONTHEN NEXTPat on the back / Real rewards.appreciation.NOW(Klout / Foursquare /Zynga).09/07/2012 WWW.WOLFFOLINS.COM PAGE 47

REIMAGINATION OF GOVERNMENT SUBSIDIESTHEN NEXTGather in town / wait in Global subsidies connected to need.line to receive subsidies.NOW200MM+ farmers in Indiareceive governmentsubsidies via mobiledevices.09/07/2012 WWW.WOLFFOLINS.COM PAGE 48

REIMAGINATION OF COMMUNICATIONTHEN NEXTCavemen drawings. Access my lifestream.NOW(instagr.am)09/07/2012 WWW.WOLFFOLINS.COM PAGE 49

REIMAGINATION OF CRIME AWARENESSTHEN NEXTWarning signs / Awareness of local and real-time lifecommunity reports. satisfaction. Real-time reporting of crime.NOW(SFPD / CrimeMapping)Centralized database /customised crime alerts /mobile viewing.09/07/2012 WWW.WOLFFOLINS.COM PAGE 50

REIMAGINATION OF THERMOSTATSTHEN NEXTOn / off switch and Meteorological forecasts, informing internet oftemperature setting. things, running off smart grid.NOW(Nest)Wi-Fi enabled / autolearning / auto sensing /remote control / energyefficient.09/07/2012 WWW.WOLFFOLINS.COM PAGE 51

REIMAGINATION OF PET CARETHEN NEXTFlyers on lamp posts for Live pet-satisfaction monitoring.missing pets.NOWInternet enabled / GPStracking pet collars.09/07/2012 WWW.WOLFFOLINS.COM PAGE 52

REIMAGINATION OF FEEDSTHEN NEXTFeeding trough. Thematic and emotional memory feeds.NOW(Facebook news feed /Ticker / Twitter feed)09/07/2012 WWW.WOLFFOLINS.COM PAGE 53

THANK YOU.WWW.WOLFFOLINS.COM

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Then, Now, Next

by Wolff Olins on Jul 03, 2012

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