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LIVING
       IN A
CONNECTED
MARKETPLACE
I. THE RISE
OF THE
AUGMENTED
CONSUMER
YESTERDAY                     Living on rails




        TOP   c
              o
              n
              v
              e
              r
              s
              a
              t
              i
              o
              n
                                                 Media
                                                          Shopping   Try-out   Feedback
                                              consumption
                                                            time      time       time
                                                  time
           DOWN                                  (reading,
                                              gathering info)




Powerful mass media VS hard-to-surface   Strong time and space constraints (lack of
   consumer feedback (no web 2.0)        mobile devices, media & interconnectivity)
YESTERDAY   A very linear purchase funnel
TOWARDS THE METAVERSE

STANDARDS                              MOBILE
                       UNIFIED
 WORLD                 PROGRAMMING
                       LANGUAGES       WEB
 WIDE                                AUGMENTED
 WEB                CLOUD
                    COMPUTING
                                     REALITY
  DEVICE
  INTERCONNECTION
                                     INTERNET
                      RFID           OF THINGS
        breaking the barriers of time & space,
 interconnecting the cyberspace & the physical world
TODAY TOMORROW                   What seemed sci-fi yesterday…




       MIT’s Sixth Sense at TED, February 2009
TODAY TOMORROW                        … now is reality.




      Geolocation
  based (peer-)reviews
                               Retail price & review comparisons
                                  through bar code scanning



     NO NEED ANYMORE TO GATHER INFORMATION BEFORE SHOPPING –
     ONE CAN DO IT RIGHT ON THE SPOT, THROUGH HIS/HER MOBILE PHONE
TODAY TOMORROW
                                               “The future is already
                                               here – it's just not evenly
                                               distributed   ”
                                               – 2003


                                                             They may not look like the
                                                             neural implants we
                                                             fantasized about 30 years
                                                             ago, and yet mobile
                                                             phones connected to the
                                                             Internet and its pool of
                                                             content – easily browsable
                                                             through search engines –
WILLIAM GIBSON                                               already act as physical
                                                             extensions of our memory
    (author of Neuromancer, the book that
inspired The Matrix and pioneered cyberpunk)
TODAY   A more and more complex pathway
TOMORROW       Towards a seamless integration of data from
               very different sources in our everyday life




      Microsoft’s Productivity Future Vision, 2011
II. THE
DATA
CRAZE
THE IMPRESSION OF CONTROL AUTOMATIC DATA
COLLECTION OFFERS CAN BE QUITE APPEALING…


      TO MARKETERS,                               YET ALSO TO
        OF COURSE                                 CONSUMERS




    Consumer profiling…




     … resulting in more effective &
      tailored ads (ex: retargeting)

                                                 Tracking one’s electrical
                  Better sales prediction
                    models to manage        consumption or diet; remembering
                      supply chains             previously visited places…
…and overwHElming




HASAN M. ELAHI – Giving the FBI what it wants

                                                Data Overload – aka information
                                                     flooding as the best way to
                                                defeat automatic data collection

 http://www.nytimes.com/2011/10/30/opinion/sunday/giving-the-fbi-what-it-wants.html?pagewanted=1&_r=2
SELECTIVE IGNORANCE                  VS HYPERCHOICE




      Having to deal with too many elements of very different
      levels of importance can make the informed decision
      process even less effective than the uninformed one
DATA COLLECTION CAN BE AUTOMATED,
      YET DATA PROCESSING CANNOT

                                                  “Much needs to occur, however, between the
                                                  collection of data and observations [...].

                                                  For mature thought there is no mechanical
                                                  substitute. Creative thought and essentially
                                                  repetitive thought are very different things.

                                                  For the latter there are, and may be, powerful

                                                  mechanical aids ”    HOW INSIGHTS WORK
                                                                      - Figures have no meaning by themselves

                                                                      - To know what to monitor, quantitative

VANNEVAR BUSH
(author of As We May Think, a 1945 article that
                                                                      research needs qualitative research
                                                                      beforehand to identify emerging trends
                                                                      (and hence to dertermine the resulting
  prefigured the hypertext system through the                         metrics it should track, as they have a
        concept of the Memex Machine)                                 precise statistical meaning)
THE DATA
    PROTECTION
     PARADOX

• The more carefully it is conceiled, the more
 it attracts attention (hiding in plain sight)

• Data collection itself is less important than
the ability to analyze it and sort it properly

• Processing data effectively remains – and
will probably remain – a costy work to do
 odds are very small that it will soon be
applied to anyone without any specific
purpose

• Proprietary data prevents cross fertilization
& weaken the automatic processing
computer can do
AIs & THE FUTURE
                        OF DATA PROCESSING




                                       Provided a real AI emerges, it could offer a
                                       real alternative to human data processing.

                                       Yet, the question remains whether or not
                                       this sentient artificial being would agree to
RAYMOND KURZWEIL                       do it. If it really is intelligent, it may
 (author of The Singularity is Near,   probably find that being given only such
   which deals with how sentient       tasks is dull, boring & repetitive…
 machines might change our future)
III. FROM
CLUSTERED
DIGITAL
IDENTITIES
TO A
UNIFIED
ONE?
THE INTERNET’S FOUNDING
      PHILOSOPHY
                 Pioneered by scholars
                 & researchers


                            COLLECTIVE
                            INTEREST
            SHARED
            KNOWLEDGE
                ANONYMITY
            FREEDOM
            OF SPEECH

              BIAS-FREE
                            FREEDOM
                            OF THOUGHT
YET ANONIMITY ON THE WEB
   FACES SEVERAL OPPONENTS




       $
Corporations & private companies
                                    Governmental and peace-keeping
                                      agencies that want to ease the
that want to cross consumer data
                                   tracking of individuals for enquiries
WHAT THE TRADE-OFF COULD BE
IF GOVERNMENTS MAKE THE 1st MOVE

                                                                      GOVERNMENTAL
                  UNIFIED DIGITAL PASSPORT   deliver & guarantee
                                                                        AGENCIES




                            reporting
 LOGIN TO SITES
 & WEB SERVICES




                  SITES THAT TRY TO ACCESS   asking permission from and
                                              eventually paying a tax to
                   PEOPLE’S INFORMATION
HOW PRIVATE COMPANIES ARE ALREADY
TRYING TO ENFORCE IT TO THEIR ADVANTAGE




                                        …automatically logs you into any other
 Logging oneself into any Google        Google service (including YouTube)…
 service (Gmail, Agenda, Docs etc.)…




  allowing marketers to cross
     even more data types
   together, to build an even
  more complete profile and
       customer journey
                                       …and probably soon to other services
                                       (as pictured above, Facebook now
                                       detects if you are logged in Gmail)
THE FILTER BUBBLE




               personnalized
               web searches
             showing different
              results for each
                 individual
WHEN EASIER IS NOT
NECESSARILY BETTER
      Being able to ask computers
      questions directly and get
      answers immediately may be
      convenient – but not having to
      rephrase those questions or to
      think of the proper words in
      advance may deprive us of our
      ability to question which
      agenda lies behind one
      formulation VS another
TOWARDS THE DEATH
      OF SERENDIPITY?


                                Happy accident –
                                aka when one finds
                                something that he
                                was not expecting
                                to find.



back to a life on rails, freed from time and space
  constraints YET with new barriers (labelling)
written by Alex Delamaire
alex.delamaire.net
@alexdlmr




Part of a series of interventions given at
SciencesPo Paris by THIERRY JADOT, Starcom
France CEO – featuring THOMAS JAMET, head
of branded content at Newcast France.

Every material, trademarks and tradenames are the properties
of their respective owners – unless stated otherwise.

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Living In A Connected Marketplace

  • 1. LIVING IN A CONNECTED MARKETPLACE
  • 2. I. THE RISE OF THE AUGMENTED CONSUMER
  • 3. YESTERDAY Living on rails TOP c o n v e r s a t i o n Media Shopping Try-out Feedback consumption time time time time DOWN (reading, gathering info) Powerful mass media VS hard-to-surface Strong time and space constraints (lack of consumer feedback (no web 2.0) mobile devices, media & interconnectivity)
  • 4. YESTERDAY A very linear purchase funnel
  • 5. TOWARDS THE METAVERSE STANDARDS MOBILE UNIFIED WORLD PROGRAMMING LANGUAGES WEB WIDE AUGMENTED WEB CLOUD COMPUTING REALITY DEVICE INTERCONNECTION INTERNET RFID OF THINGS breaking the barriers of time & space, interconnecting the cyberspace & the physical world
  • 6. TODAY TOMORROW What seemed sci-fi yesterday… MIT’s Sixth Sense at TED, February 2009
  • 7. TODAY TOMORROW … now is reality. Geolocation based (peer-)reviews Retail price & review comparisons through bar code scanning NO NEED ANYMORE TO GATHER INFORMATION BEFORE SHOPPING – ONE CAN DO IT RIGHT ON THE SPOT, THROUGH HIS/HER MOBILE PHONE
  • 8. TODAY TOMORROW “The future is already here – it's just not evenly distributed ” – 2003 They may not look like the neural implants we fantasized about 30 years ago, and yet mobile phones connected to the Internet and its pool of content – easily browsable through search engines – WILLIAM GIBSON already act as physical extensions of our memory (author of Neuromancer, the book that inspired The Matrix and pioneered cyberpunk)
  • 9. TODAY A more and more complex pathway
  • 10. TOMORROW Towards a seamless integration of data from very different sources in our everyday life Microsoft’s Productivity Future Vision, 2011
  • 12. THE IMPRESSION OF CONTROL AUTOMATIC DATA COLLECTION OFFERS CAN BE QUITE APPEALING… TO MARKETERS, YET ALSO TO OF COURSE CONSUMERS Consumer profiling… … resulting in more effective & tailored ads (ex: retargeting) Tracking one’s electrical Better sales prediction models to manage consumption or diet; remembering supply chains previously visited places…
  • 13. …and overwHElming HASAN M. ELAHI – Giving the FBI what it wants Data Overload – aka information flooding as the best way to defeat automatic data collection http://www.nytimes.com/2011/10/30/opinion/sunday/giving-the-fbi-what-it-wants.html?pagewanted=1&_r=2
  • 14. SELECTIVE IGNORANCE VS HYPERCHOICE Having to deal with too many elements of very different levels of importance can make the informed decision process even less effective than the uninformed one
  • 15. DATA COLLECTION CAN BE AUTOMATED, YET DATA PROCESSING CANNOT “Much needs to occur, however, between the collection of data and observations [...]. For mature thought there is no mechanical substitute. Creative thought and essentially repetitive thought are very different things. For the latter there are, and may be, powerful mechanical aids ” HOW INSIGHTS WORK - Figures have no meaning by themselves - To know what to monitor, quantitative VANNEVAR BUSH (author of As We May Think, a 1945 article that research needs qualitative research beforehand to identify emerging trends (and hence to dertermine the resulting prefigured the hypertext system through the metrics it should track, as they have a concept of the Memex Machine) precise statistical meaning)
  • 16. THE DATA PROTECTION PARADOX • The more carefully it is conceiled, the more it attracts attention (hiding in plain sight) • Data collection itself is less important than the ability to analyze it and sort it properly • Processing data effectively remains – and will probably remain – a costy work to do  odds are very small that it will soon be applied to anyone without any specific purpose • Proprietary data prevents cross fertilization & weaken the automatic processing computer can do
  • 17. AIs & THE FUTURE OF DATA PROCESSING Provided a real AI emerges, it could offer a real alternative to human data processing. Yet, the question remains whether or not this sentient artificial being would agree to RAYMOND KURZWEIL do it. If it really is intelligent, it may (author of The Singularity is Near, probably find that being given only such which deals with how sentient tasks is dull, boring & repetitive… machines might change our future)
  • 19. THE INTERNET’S FOUNDING PHILOSOPHY Pioneered by scholars & researchers COLLECTIVE INTEREST SHARED KNOWLEDGE ANONYMITY FREEDOM OF SPEECH BIAS-FREE FREEDOM OF THOUGHT
  • 20. YET ANONIMITY ON THE WEB FACES SEVERAL OPPONENTS $ Corporations & private companies Governmental and peace-keeping agencies that want to ease the that want to cross consumer data tracking of individuals for enquiries
  • 21. WHAT THE TRADE-OFF COULD BE IF GOVERNMENTS MAKE THE 1st MOVE GOVERNMENTAL UNIFIED DIGITAL PASSPORT deliver & guarantee AGENCIES reporting LOGIN TO SITES & WEB SERVICES SITES THAT TRY TO ACCESS asking permission from and eventually paying a tax to PEOPLE’S INFORMATION
  • 22. HOW PRIVATE COMPANIES ARE ALREADY TRYING TO ENFORCE IT TO THEIR ADVANTAGE …automatically logs you into any other Logging oneself into any Google Google service (including YouTube)… service (Gmail, Agenda, Docs etc.)… allowing marketers to cross even more data types together, to build an even more complete profile and customer journey …and probably soon to other services (as pictured above, Facebook now detects if you are logged in Gmail)
  • 23. THE FILTER BUBBLE personnalized web searches showing different results for each individual
  • 24. WHEN EASIER IS NOT NECESSARILY BETTER Being able to ask computers questions directly and get answers immediately may be convenient – but not having to rephrase those questions or to think of the proper words in advance may deprive us of our ability to question which agenda lies behind one formulation VS another
  • 25. TOWARDS THE DEATH OF SERENDIPITY? Happy accident – aka when one finds something that he was not expecting to find. back to a life on rails, freed from time and space constraints YET with new barriers (labelling)
  • 26. written by Alex Delamaire alex.delamaire.net @alexdlmr Part of a series of interventions given at SciencesPo Paris by THIERRY JADOT, Starcom France CEO – featuring THOMAS JAMET, head of branded content at Newcast France. Every material, trademarks and tradenames are the properties of their respective owners – unless stated otherwise.