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

3D

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

Thank you for
your attention