6. "The computer in my cell phone today is amillion times cheaper and a thousand timesmore powerful than the computer that weused at MIT when I was an undergraduate," he says. "Thats a billion-foldincrease. And well do that again in the next25 years.”Ray Kurzweil Source: http://www.newsweek.com/id/197812/page/3
7. More storage, falling costs
8. 5 MB in 1956Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
9. 64 GB in 2010Source: http://www.sandisk.com/products/usb-ﬂash-drives/sandisk-ultra-backup-usb-ﬂash-drive
12. “The ‘triple play’ of faster, better, cheaper technologies – processing, storage, and bandwidth – all come together online.” Chris Anderson, Free: The Future of a Radical PriceSource: http://www.amazon.com/Free-Future-Radical-Chris-Anderson/dp/1401322905/ref=sr_1_1?ie=UTF8&s=books&qid=1260176820&sr=1-1
13. We’ve shifted from a traditional model
14. To a hybrid traditional/microsite model
15. To a growing digital ecosystem driven by complexsoftware and algorithms
16. This ecosystem combines elements of brand story and brandutility
17. It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into your creative and strategic process.
18. The future of advertising?Source: http://www.hulu.com/watch/19050/saturday-night-live-nick-burns
19. Culture clash at ﬁrst
20. Technologists think in code
21. And think in left-brained, logical, rule-basedconstructs If this condition is true then do this Else do this While this condition is true then do this Do this, this many times
22. And structured data and APIs
23. And speak in a long list of acronyms XML, HTTP, SSL, JDBC, AJAX, CSS, HTML, FBML, SQL, TCP/IP, FTP, RGB, W3C, ASCII, CAPTCHA, COM, API, CPU, CORBA, GPS, DHCP, XHTML, CSS, FAQ, GSM, WAP, GUI, GPRS, I/O, IP, ISO, KBPS, ITV, IVR, JPEG, MPEG, LAMP, MIME, WYSIWYG, XSLT, ZIP, " T3, TDMA, SMS, SMTP, SVG, RAM, PGP, POP
24. And are relatively new to the world ofadvertising.
25. The technologist’s evolving bookshelfillustrates the transition into this space.
26. The early years: brochureware and thebeginnings of ecommerce
48. The creative technologist is a keymember of the digital creative leadershipteam.And helps lead projects from brieﬁng,through concepting, system architecture,development, and ﬁnal delivery.
49. 1) The creative technologist leadsstrategic and creative thinking for brandutilities and platforms.
50. This isn’t throw away brochure-ware. These are major brand investments that need to be architected to live over the long term. Source: nikeplus.com, ﬁat.com/ecodrive,www.dominos.com/pages/tracker.jsp
51. 2) The creative technologist introducesemerging technologies into the creativeconcepting process.
52. A couple of years ago our toolkit wassomewhat limited: - Flash - HTML - Video - Databases
53. Technologies in our now toolkit include: - Flash - Tablet devices - HTML - Augmented reality - Video - Voice recognition and audio detection - Databases - Physical computing - Mobile - Augmented reality - Facebook - RFID - Twitter - e-readers - Geo-location - interactive TV - Multi-touch interfaces - automotive - APIs/Mashups technologies
54. 3) The creative technologist managescomplexity.
55. The digital ecosytem is becoming increasingly complex.
56. The growing toolkit is becoming increasingly complex. - Flash - Tablet devices - HTML - Augmented reality - Video - Voice recognition and audio detection - Databases - Physical computing - Mobile - Augmented reality - Facebook - RFID - Twitter - e-readers - Geo-location - interactive TV - Multi-touch interfaces - automotive - APIs/Mashups technologies
57. And this can be intimidating andoverwhelming.
58. With an in-depth understanding of corecomputer science and IT principles, thisrapid change and complexity ismanageable.
59. The client-server model
60. The web browser on your laptop is a client.
61. The smart phone app is a client.
62. The tablet device app is a client.
63. Then Internet TV is a client.Source: http://www.facebook.com, insidefacebook.com
64. 4) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates forward momentum and isvery helpful in selling through ideas.
70. 7) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.
71. ”Art, science, and play had merged into the magical activity of programming, with every hacker and omnipotent master of the flow of information within the machine.” Steven Levy, Hackers: Heroes of the Computer RevolutionSource: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
78. Experiments with the connectedvehicle: Trike Plus
79. Experiments with the connectedvehicle: Trike Plus
80. VW Fun Theory
81. VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
82. One happy family now
83. Technology will continue to bring aboutdisruptive change in our business.The creative technologist will play a leadrole in creating ideas that carry across therapidly expanding digital ecosystem.
84. Points to consider when introducingtechnology into a traditional environment- Put technologists on your core strategic and creative leadershipteam- Include technologists in the full project life cycle – from initialresearch and brieﬁng, through ﬁnal project delivery- Hire technologists who know software architecture and hands-oncoding- Hire technologists who can communicate and collaborate- Understand that making software is a signiﬁcantly differentprocess than making TV or print. QA is very, very important.- Be respectful of the complexity of the software developmentprocess
85. Points for technologists to considerwhen joining a traditional environment- Don’t hide behind esoteric acronyms and buzzwords- Enable ways to say ‘yes’- Don’t just say you’re creative, show it- Be respectful of the creative vision and strive for visual pixelperfection- Use your knowledge of technology to make ideas better- Don’t promote technology for technology’s sake. Start with anidea and fulﬁll a business need.- Study the advertising and branding business- Understand that frequent change is part of the creative process"
86. Good resources on technology Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com" Books - HTML and XHTML: The Deﬁnitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy - The Cathedral and the Bazaar: Musings on Linux and Open Source by an Accidental Revolutionary, Eric S. Raymond "