Living In A Connected Marketplace

LIVING IN ACONNECTEDMARKETPLACE

I. THE RISEOF THEAUGMENTEDCONSUMER

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 METAVERSESTANDARDS 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 – its 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 thatinspired 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. THEDATACRAZE

THE IMPRESSION OF CONTROL AUTOMATIC DATACOLLECTION 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 overwHElmingHASAN 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, quantitativeVANNEVAR 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 thanthe ability to analyze it and sort it properly• Processing data effectively remains – andwill probably remain – a costy work to do odds are very small that it will soon beapplied to anyone without any specificpurpose• Proprietary data prevents cross fertilization& weaken the automatic processingcomputer 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 toRAYMOND 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. FROMCLUSTEREDDIGITALIDENTITIESTO AUNIFIEDONE?

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 thethat want to cross consumer data tracking of individuals for enquiries

WHAT THE TRADE-OFF COULD BEIF 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 ALREADYTRYING 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 NOTNECESSARILY 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 Delamairealex.delamaire.net@alexdlmrPart of a series of interventions given atSciencesPo Paris by THIERRY JADOT, StarcomFrance CEO – featuring THOMAS JAMET, headof branded content at Newcast France.Every material, trademarks and tradenames are the propertiesof their respective owners – unless stated otherwise.

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Living In A Connected Marketplace

by Alex DELAMAIRE on Nov 23, 2011

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Living In A Connected Marketplace — Presentation Transcript