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Expanding Platforms:The Augmented CityLouisa HeinrichGroup Director, StrategyFjord
Hi, I’m Louisa Heinrich and                                 I work in Service DesignSlide 2 © Fjord 2010 | Confidential
What exactly is Service Design?Slide 3 © Fjord 2010 | Confidential
Image Source: © Fjord 2010 | Confidential     Slide 4 http://www.examiner.com/green-transportation-in-national/clean-green...
We are surrounded by services. We usually don’t even think about how they work.Image Source: © Fjord 2010 | Confidential  ...
They come in many                                                                    flavours…Image Source: © Fjord 2010 |...
…and can have many touchpoints...Image Source: © Fjord 2010 | Confidential     Slide 7 http://www.flickr.com/photos/bigblu...
…all of which work together to enable something important.Image Source: © Fjord 2010 | Confidential     Slide 8 http://www...
Usually, we only see a fraction                                                                                           ...
Every service is a complex system of moving parts.Image Source: http://4.bp.blogspot.com/_AIiUDbqaa9k/TKRdrDW4PBI/AAAAAAAA...
Some services have changed dramatically over time.Image Source: http://upload.wikimedia.org/wikipedia/commons/5/5d/Offutt_...
Some services have changed dramatically over time.Image Source: http://www.flickr.com/photos/klr/3233888271/     Slide 12 ...
Some still have the same basic structure.Image Source http://2.bp.blogspot.com/_i2y_zSyVyCY/Soud2TK3HrI/AAAAAAAAAHo/uT_zJp...
They adopt new                                                                                                            ...
And we only notice when                                                                                                   ...
Some are so ingrained that wedon’t think about them at allanymore. Slide 16 © Fjord 2010 | Confidential
At Fjord, we design                                world class digital services  We design digital services that transform...
Digital services require attention.Slide 18 © Fjord 2010 | Confidential
You either have to understand the original…BBC iPlayer service innovationSlide 19 © Fjord 2010 | Confidential
Or embrace a whole new way of doing thingsSkype: service and interface design across multiple platformsSlide 20 © Fjord 20...
Either way, you have to choose to engageMySpace mobile-first service innovation and designSlide 21 © Fjord 2010 | Confiden...
Digital and physical are only beginning to come togetherFlirtomatic: service offer, business design, concept, and design a...
What if digital content & services could become a part of the fabric of the world around us?Slide 23 © Fjord 2010 | Confid...
Humans are building                                new hardware ecosystemsSlide 24 © Fjord 2010 | Confidential   Image Sou...
New hardware is changing familiar games.Image Source http://www.gsmdome.com/wp-content/uploads/2009/07/s-vision_projector_...
…and the way we receive   information is changing, too.Image Source http://www.gigantico.net/images/ar_eyes_6_vintage.jpg ...
It’s only a matter of time (and not very much time at that)…Image Source http://5magazine.wordpress.com/2010/07/25/the-aug...
…til we can carry only what we want to take with us, creating the opportunity for a new, more natural kind of experience.I...
The city of the futureSlide 29 © Fjord 2010 | Confidential
Some infrastructure changes slowly…Image Source http://contueor.com/baedeker/london/londonrailway2.jpg     Slide 30 © Fjor...
Some infrastructure changes slowly…Image Source: Google maps     Slide 31 © Fjord 2010 | Confidential
…some changes rapidly.Image Source: http://www.onlinemarketing-trends.com/2011/02/broadband-divide-in-usa.html     Slide 3...
But the concept of the city is evolving too.Image Source: http://www.mir.no/     Slide 33 © Fjord 2010 | Confidential
Urban environments are changing shape and texture.Image Source: Photograph by Diane Cook and Len Jenshel, National Geograp...
We are inventing new ways to think about urban-ness.Image Source: National Geographic Mannahatta project     Slide 35 © Fj...
We may not know what exactly the future will hold…Image Source: http://heckeranddecker.files.wordpress.com/2008/08/jetsons...
But we know that it will be something different.Image Source: StillFjordthe film Blade Runner (1982)     Slide 37 © from 2...
More people. A LOT more.Image Source: http://www.flickr.com/photos/aepoc/3456596728/     Slide 38 © Fjord 2010 | Confident...
New ways of living in urbanenvironments. Slide 39 © Fjord 2010 | Confidential
New ways of living in between homes… or without them.Image Source: http://www.flickr.com/photos/aepoc/3456596728/     Slid...
More information in every moment.Image Source: www.expansephotography.com     Slide 41 © Fjord 2010 | Confidential
More traffic, more energy, more hassle…Image Source: http://netkushi.com/wp-content/uploads/2010/07/traffic-jam-23.jpg    ...
How will we uncover what is relevant? What will make the city beautiful?Image Source: http://photocarsonline.com/blog/wp-c...
Content as service layersSlide 44 © Fjord 2010 | Confidential
This is not a new idea, but it is an evolving one.Image Source: http://www.flickr.com/photos/alexsegre/312007599/sizes/l/i...
We are already beginning to view the world through lenses.Image Source: http://www.flickr.com/photos/sakichin/2660710639/ ...
To use the knowledge of others to parse our experiences.Image Source: http://www.flickr.com/photos/floreat/2673105256/    ...
To leverage technology to connect with the “crowd” and with individualsImage Source: http://fwix.com/austin/article/724356...
So. What’s next?Slide 49 © Fjord 2010 | Confidential
Theme 1: The secret life of thingsSlide 50 © Fjord 2010 | Confidential
Thanks to Arduino, anything can now have a digital voice.Image Source: http://www.bakertweet.com     Slide 51 © Fjord 2010...
The collective voice of the things around me can change my landscape.Image Source: http://www.flickr.com/photos/fromthenor...
The collective voice of the things aroundme can change my landscape. Slide 53 © Fjord 2010 | Confidential
Theme 2: Lenses on the citySlide 54 © Fjord 2010 | Confidential
Instead of looking either at history or at my present surroundings…Image Source: http://www.flickr.com/photos/hab3045/7502...
What if I can see both?Image Source: http://www.flickr.com/photos/hab3045/750294804/     Slide 56 © Fjord 2010 | Confident...
Relevance instead of reference?Image Source: http://aishagrace.files.wordpress.com/2009/05/111broken-bridge.jpg     Slide ...
Theme 3: Here is the new HereSlide 58 © Fjord 2010 | Confidential
We are connected creatures, but ourconnections are still divided by space. Slide 59 © Fjord 2010 | Confidential
By sharing our surroundings more completely, we can be more together.Image Source: http://www.flickr.com/photos/forki/2497...
Theme 4: The City as a Film SetSlide 61 © Fjord 2010 | Confidential
We are already able to get information about where we are and what’s around.Image Source: http://www.flickr.com/photos/kol...
Sherlock Holmes What if we make that experience deeper, more immersive?Image Source: http://www.flickr.com/photos/koltrega...
Harry Potter To see the city through the eyes of my favourite character…Image Source: http://www.flickr.com/photos/scorbs/...
The Golden Compass To place myself in her world…Image Source: http://www.realwire.com/writeitfiles/Greenwich%20view.jpg an...
Doctor Who Making myself part of a story I love.Image Source: Image Source: http://www.flickr.com/photos/wwworks/263263942...
In ConclusionSlide 67 © Fjord 2010 | Confidential
It’s time to think differently.                      •         It’s not about pushing the same content through new pipes. ...
Thank youwww.fjordnet.comlouisa.heinrich@fjordnet.comFollow us at @fjord
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Fjord@MIPTV: Expanding Platforms, The Augmented City

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Fjord's Group Director of Strategy, Louisa Heinrich, presented at MIPTV Connected Creativity on the subject of Expanding Platforms : The Augmented City
See her full presentation here
For more information on Fjord, visit www.fjordnet.com or follow us on twitter @fjord

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Transcript of "Fjord@MIPTV: Expanding Platforms, The Augmented City"

  1. 1. Expanding Platforms:The Augmented CityLouisa HeinrichGroup Director, StrategyFjord
  2. 2. Hi, I’m Louisa Heinrich and I work in Service DesignSlide 2 © Fjord 2010 | Confidential
  3. 3. What exactly is Service Design?Slide 3 © Fjord 2010 | Confidential
  4. 4. Image Source: © Fjord 2010 | Confidential Slide 4 http://www.examiner.com/green-transportation-in-national/clean-green-us-postal-service-vehicles
  5. 5. We are surrounded by services. We usually don’t even think about how they work.Image Source: © Fjord 2010 | Confidential Slide 5 http://www.postalheritage.org.uk/blog-images/0150-Central-London-post-office.jpg
  6. 6. They come in many flavours…Image Source: © Fjord 2010 | Confidential Slide 6 http://www.flickr.com/photos/sludgeulper/3732479937/
  7. 7. …and can have many touchpoints...Image Source: © Fjord 2010 | Confidential Slide 7 http://www.flickr.com/photos/bigblue/102254859/
  8. 8. …all of which work together to enable something important.Image Source: © Fjord 2010 | Confidential Slide 8 http://www.flickr.com/photos/hamishfenton/5280277212/
  9. 9. Usually, we only see a fraction of what happens to make the service go.Image Source: © Fjord 2010 | Confidential Slide 9 http://3.bp.blogspot.com/_AIiUDbqaa9k/TKRdiA6b9nI/AAAAAAAAAIg/elTYenm-LSo/s1600/IMG_0124.jpg
  10. 10. Every service is a complex system of moving parts.Image Source: http://4.bp.blogspot.com/_AIiUDbqaa9k/TKRdrDW4PBI/AAAAAAAAAIk/TvJjR_BRdFY/s1600/IMG_0118.jpg Slide 10 © Fjord 2010 | Confidential
  11. 11. Some services have changed dramatically over time.Image Source: http://upload.wikimedia.org/wikipedia/commons/5/5d/Offutt_Air_Force_Base_operator.jpg Slide 11 © Fjord 2010 | Confidential
  12. 12. Some services have changed dramatically over time.Image Source: http://www.flickr.com/photos/klr/3233888271/ Slide 12 © Fjord 2010 | Confidential
  13. 13. Some still have the same basic structure.Image Source http://2.bp.blogspot.com/_i2y_zSyVyCY/Soud2TK3HrI/AAAAAAAAAHo/uT_zJp96-Gw/s1600-h/Adelaide+Granite+Island+horse+drawn+tram+small.JPG Fjord 2010 | Confidential Slide 13 ©
  14. 14. They adopt new technology gradually…Image Source http://upload.wikimedia.org/wikipedia/commons/3/36/San_Francisco_Cable_Car_on_Pine_Street.jpg Slide 14 © Fjord 2010 | Confidential
  15. 15. And we only notice when they don’t work.Image Source http://www.channel4.com/news/media/images/Channel4/news/articles/13_runawaytrain_r_x.jpg Slide 15 © Fjord 2010 | Confidential
  16. 16. Some are so ingrained that wedon’t think about them at allanymore. Slide 16 © Fjord 2010 | Confidential
  17. 17. At Fjord, we design world class digital services We design digital services that transform businesses and help shape tomorrow’s world.Slide 17 © Fjord 2010 | Confidential
  18. 18. Digital services require attention.Slide 18 © Fjord 2010 | Confidential
  19. 19. You either have to understand the original…BBC iPlayer service innovationSlide 19 © Fjord 2010 | Confidential
  20. 20. Or embrace a whole new way of doing thingsSkype: service and interface design across multiple platformsSlide 20 © Fjord 2010 | Confidential
  21. 21. Either way, you have to choose to engageMySpace mobile-first service innovation and designSlide 21 © Fjord 2010 | Confidential
  22. 22. Digital and physical are only beginning to come togetherFlirtomatic: service offer, business design, concept, and design across touchpointsSlide 22 © Fjord 2010 | Confidential
  23. 23. What if digital content & services could become a part of the fabric of the world around us?Slide 23 © Fjord 2010 | Confidential
  24. 24. Humans are building new hardware ecosystemsSlide 24 © Fjord 2010 | Confidential Image Sources: HTC, Apple, Amazon, Panasonic and BT
  25. 25. New hardware is changing familiar games.Image Source http://www.gsmdome.com/wp-content/uploads/2009/07/s-vision_projector_phone_concept_2.jpg and the film 2001 a space Odyssey Slide 25 © Fjord 2010 | Confidential
  26. 26. …and the way we receive information is changing, too.Image Source http://www.gigantico.net/images/ar_eyes_6_vintage.jpg Slide 26 © Fjord 2010 | Confidential
  27. 27. It’s only a matter of time (and not very much time at that)…Image Source http://5magazine.wordpress.com/2010/07/25/the-augmented-reality/ Slide 27 © Fjord 2010 | Confidential
  28. 28. …til we can carry only what we want to take with us, creating the opportunity for a new, more natural kind of experience.Image Source http://www.flawlesshustle.com/wp-content/uploads/2009/05/jawbone1.jpg Slide 28 © Fjord 2010 | Confidential
  29. 29. The city of the futureSlide 29 © Fjord 2010 | Confidential
  30. 30. Some infrastructure changes slowly…Image Source http://contueor.com/baedeker/london/londonrailway2.jpg Slide 30 © Fjord 2010 | Confidential
  31. 31. Some infrastructure changes slowly…Image Source: Google maps Slide 31 © Fjord 2010 | Confidential
  32. 32. …some changes rapidly.Image Source: http://www.onlinemarketing-trends.com/2011/02/broadband-divide-in-usa.html Slide 32 © Fjord 2010 | Confidential
  33. 33. But the concept of the city is evolving too.Image Source: http://www.mir.no/ Slide 33 © Fjord 2010 | Confidential
  34. 34. Urban environments are changing shape and texture.Image Source: Photograph by Diane Cook and Len Jenshel, National Geographic Slide 34 © Fjord 2010 | Confidential
  35. 35. We are inventing new ways to think about urban-ness.Image Source: National Geographic Mannahatta project Slide 35 © Fjord 2010 | Confidential
  36. 36. We may not know what exactly the future will hold…Image Source: http://heckeranddecker.files.wordpress.com/2008/08/jetsons-cmp.jpg Slide 36 © Fjord 2010 | Confidential
  37. 37. But we know that it will be something different.Image Source: StillFjordthe film Blade Runner (1982) Slide 37 © from 2010 | Confidential
  38. 38. More people. A LOT more.Image Source: http://www.flickr.com/photos/aepoc/3456596728/ Slide 38 © Fjord 2010 | Confidential
  39. 39. New ways of living in urbanenvironments. Slide 39 © Fjord 2010 | Confidential
  40. 40. New ways of living in between homes… or without them.Image Source: http://www.flickr.com/photos/aepoc/3456596728/ Slide 40 © Fjord 2010 | Confidential
  41. 41. More information in every moment.Image Source: www.expansephotography.com Slide 41 © Fjord 2010 | Confidential
  42. 42. More traffic, more energy, more hassle…Image Source: http://netkushi.com/wp-content/uploads/2010/07/traffic-jam-23.jpg Slide 42 © Fjord 2010 | Confidential
  43. 43. How will we uncover what is relevant? What will make the city beautiful?Image Source: http://photocarsonline.com/blog/wp-content/uploads/2008/12/picture-009.jpg Slide 43 © Fjord 2010 | Confidential
  44. 44. Content as service layersSlide 44 © Fjord 2010 | Confidential
  45. 45. This is not a new idea, but it is an evolving one.Image Source: http://www.flickr.com/photos/alexsegre/312007599/sizes/l/in/photostream/ Slide 45 © Fjord 2010 | Confidential
  46. 46. We are already beginning to view the world through lenses.Image Source: http://www.flickr.com/photos/sakichin/2660710639/ Slide 46 © Fjord 2010 | Confidential
  47. 47. To use the knowledge of others to parse our experiences.Image Source: http://www.flickr.com/photos/floreat/2673105256/ Slide 47 © Fjord 2010 | Confidential
  48. 48. To leverage technology to connect with the “crowd” and with individualsImage Source: http://fwix.com/austin/article/7243564924/samsung_unveils_their_sxsw_interactive_hub_media_wall_today Slide 48 © Fjord 2010 | Confidential
  49. 49. So. What’s next?Slide 49 © Fjord 2010 | Confidential
  50. 50. Theme 1: The secret life of thingsSlide 50 © Fjord 2010 | Confidential
  51. 51. Thanks to Arduino, anything can now have a digital voice.Image Source: http://www.bakertweet.com Slide 51 © Fjord 2010 | Confidential
  52. 52. The collective voice of the things around me can change my landscape.Image Source: http://www.flickr.com/photos/fromthenorth/4500743109/ Slide 52 © Fjord 2010 | Confidential
  53. 53. The collective voice of the things aroundme can change my landscape. Slide 53 © Fjord 2010 | Confidential
  54. 54. Theme 2: Lenses on the citySlide 54 © Fjord 2010 | Confidential
  55. 55. Instead of looking either at history or at my present surroundings…Image Source: http://www.flickr.com/photos/hab3045/750294804/ Slide 55 © Fjord 2010 | Confidential
  56. 56. What if I can see both?Image Source: http://www.flickr.com/photos/hab3045/750294804/ Slide 56 © Fjord 2010 | Confidential
  57. 57. Relevance instead of reference?Image Source: http://aishagrace.files.wordpress.com/2009/05/111broken-bridge.jpg Slide 57 © Fjord 2010 | Confidential
  58. 58. Theme 3: Here is the new HereSlide 58 © Fjord 2010 | Confidential
  59. 59. We are connected creatures, but ourconnections are still divided by space. Slide 59 © Fjord 2010 | Confidential
  60. 60. By sharing our surroundings more completely, we can be more together.Image Source: http://www.flickr.com/photos/forki/2497462358/ Slide 60 © Fjord 2010 | Confidentialhttp://www.flickr.com/photos/dave_cornwell/3724387681/
  61. 61. Theme 4: The City as a Film SetSlide 61 © Fjord 2010 | Confidential
  62. 62. We are already able to get information about where we are and what’s around.Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/ Slide 62 © Fjord 2010 | Confidential
  63. 63. Sherlock Holmes What if we make that experience deeper, more immersive?Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/ and the film Sherlock Holmes (2009) Slide 63 © Fjord 2010 | Confidential
  64. 64. Harry Potter To see the city through the eyes of my favourite character…Image Source: http://www.flickr.com/photos/scorbs/3751430046/in/set-72157621660338603http://www.flickr.com/photos/82924379@N00/154375131/sizes/z/in/photostream/http://www.flickr.com/photos/trykemom/180225637/ and the Harry Potter franchise of films Slide 64 © Fjord 2010 | Confidential
  65. 65. The Golden Compass To place myself in her world…Image Source: http://www.realwire.com/writeitfiles/Greenwich%20view.jpg and http://www.talalmasood.com/blog/wp-content/uploads/2009/03/photographers21.jpg and the film The Golden Compass Slide 65 © Fjord 2010 | Confidential
  66. 66. Doctor Who Making myself part of a story I love.Image Source: Image Source: http://www.flickr.com/photos/wwworks/2632639420/ Slide 66 © Fjord 2010 | Confidentialhttp://www.offplanpropertyexchange.com/news/wp-content/uploads/2009/02/londonskyline.jpg and the Dr Who TV series
  67. 67. In ConclusionSlide 67 © Fjord 2010 | Confidential
  68. 68. It’s time to think differently. •  It’s not about pushing the same content through new pipes. •  It’s not about predicting which pipes will win. •  It’s about understanding the connection between people and the things that they need, the things that they love. •  It’s about making that connection natural and effortless. •  This is how we can fulfill the potential of technology, and of content.Slide 68 © Fjord 2010 | Confidential
  69. 69. Thank youwww.fjordnet.comlouisa.heinrich@fjordnet.comFollow us at @fjord
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