Fjord@MIPTV: Expanding Platforms, The Augmented City

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-us-postal-service-vehicles

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

They come in many flavours…Image Source: © Fjord 2010 | Confidential Slide 6 http://www.flickr.com/photos/sludgeulper/3732479937/

…and can have many touchpoints...Image Source: © Fjord 2010 | Confidential Slide 7 http://www.flickr.com/photos/bigblue/102254859/

…all of which work together to enable something important.Image Source: © Fjord 2010 | Confidential Slide 8 http://www.flickr.com/photos/hamishfenton/5280277212/

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

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

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

Some services have changed dramatically over time.Image Source: http://www.flickr.com/photos/klr/3233888271/ Slide 12 © Fjord 2010 | Confidential

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 ©

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

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

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 businesses and help shape tomorrow’s world.Slide 17 © Fjord 2010 | Confidential

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 2010 | Confidential

Either way, you have to choose to engageMySpace mobile-first service innovation and designSlide 21 © Fjord 2010 | Confidential

Digital and physical are only beginning to come togetherFlirtomatic: service offer, business design, concept, and design across touchpointsSlide 22 © Fjord 2010 | Confidential

What if digital content & services could become a part of the fabric of the world around us?Slide 23 © Fjord 2010 | Confidential

Humans are building new hardware ecosystemsSlide 24 © Fjord 2010 | Confidential Image Sources: HTC, Apple, Amazon, Panasonic and BT

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

…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

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

…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

The city of the futureSlide 29 © Fjord 2010 | Confidential

Some infrastructure changes slowly…Image Source http://contueor.com/baedeker/london/londonrailway2.jpg Slide 30 © Fjord 2010 | Confidential

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 32 © Fjord 2010 | Confidential

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 Geographic Slide 34 © Fjord 2010 | Confidential

We are inventing new ways to think about urban-ness.Image Source: National Geographic Mannahatta project Slide 35 © Fjord 2010 | Confidential

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

But we know that it will be something different.Image Source: StillFjordthe film Blade Runner (1982) Slide 37 © from 2010 | Confidential

More people. A LOT more.Image Source: http://www.flickr.com/photos/aepoc/3456596728/ Slide 38 © Fjord 2010 | Confidential

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/ Slide 40 © Fjord 2010 | Confidential

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 Slide 42 © Fjord 2010 | Confidential

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

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/in/photostream/ Slide 45 © Fjord 2010 | Confidential

We are already beginning to view the world through lenses.Image Source: http://www.flickr.com/photos/sakichin/2660710639/ Slide 46 © Fjord 2010 | Confidential

To use the knowledge of others to parse our experiences.Image Source: http://www.flickr.com/photos/floreat/2673105256/ Slide 47 © Fjord 2010 | Confidential

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

Thanks to Arduino, anything can now have a digital voice.Image Source: http://www.bakertweet.com Slide 51 © Fjord 2010 | Confidential

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

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

What if I can see both?Image Source: http://www.flickr.com/photos/hab3045/750294804/ Slide 56 © Fjord 2010 | Confidential

Relevance instead of reference?Image Source: http://aishagrace.files.wordpress.com/2009/05/111broken-bridge.jpg Slide 57 © Fjord 2010 | Confidential

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/

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

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

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

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

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

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

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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