Emakina Academy 19 : Keystone presentation

EMAKINA 2015 Web meets the world A Presentation by Keystone Network October 2009

Why?   How do consumers apprehend new technologies ?   From technologies to applications   Which ones will be part of our tomorrow life ? - 2 -

What?   Co-creation factory with Emakina  Imagine applications   Connecting with Alpha consumers  Give body & evaluate applications

14 applications submitted to selected consumers

Google Vocal Search

SMART SHOPPING Available at Delhaize Delicious with red beef or cheese.

Guided Supermarket

Shopping in the street

3D Ikea Catalog

Virtual travel guide

Augmented Reality Browser

Automatic Translation

Car-Pooling

Public transport optimization

Intelligent Umbrella

Energy Consumption

Health

Centralized medical database

Learnings …

PARADOX: enthusiasm counterbalanced by fear Connected everywhere No limit Individualism We want it now ! Mobile More time to enjoy Less time to organize More comfort Highly promising Intelligent systems Optimization World is moving too fast Even in my dream, i’d never imagined that! We’ll be even more addicted Machines have the control

Human Nature By nature, human being doesn’t like ‘change’  To make someone change…. show benefits

Key questions: How to make your application potentially accepted by consumers? How to avoid fear and rejection?

Requirement 2   Does it solve a problem ?   New application has to answer to at least one of the fundamental human needs…to be really interesting

Requirement 2 PERFORMANCE, EMOTIONAL EFFICIENCY PRAGMATIC HEDONIST SELF DEVELOPMENT

Requirement 3  What’s in it for me?   Involve the consumer   New application has to give a real beneﬁt… …to improve his life…

Requirement 4   Create a new mindset?   A new application has to bring novelty, or a real progress compared to current solutions

Requirement 5

Requirement 6  Use it in 1-click ?   A new application has to be as simple in use as possible   Intuitive usability

The 6 “Sine qua non” ... UNDERSTANDING  Conceptualisation INTEREST  Answer a need INVOLVEMENT  What’s in it for me? NOVELTY   Progress or new & unique LINKEAGE  Coherence with the brand USABILITY  Simplicity of use Congratulations ! You are on the right way

More over…

Emerging trends Being a good earth citizen (sustainable) Authenticity (no marketing, PERFORMANCE, only true things) EMOTIONAL EFFICIENCY Well being PRAGMATIC (the body is a resource to manage) HEDONIST SELF DEVELOPMENT Virtual entertainment and Self Expression escapism One minute glory

Emerging trends PERFORMANCE, EMOTIONAL EFFICIENCY PRAGMATIC HEDONIST SELF DEVELOPMENT

Be « SMART » = THE consumer issue Technology allows access to unlimited amounts of info

Be « SMART » = THE consumer issue

SMART Simplifying / MAstering / Real Time ACCESS TO WHAT I NEED (relevant for me) ANYTIME - ANYWHERE SAFETY – REASSURANCE FREEDOM

Analysis grid - Factors of success Req. 1 Req. 2 Req. 3 Req. 4 Req. 5 Req. 6 Fit with Top-concept Interest Involvement Novelty Brand link One click emerging trends App 1 App 2 App 3 App 4 App 5 App …

communication evaluation conceptualization convergence divergence From 1st idea

Thank you for your attention

Emakina Academy 19 : Keystone presentation

by Emakina on Oct 26, 2009

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