Re-inventing Places and Spaces Summary of research collaboration with the Institute For The Future (IFTF) 30.11.2005 Jokko Korhonen, Senior Designer

Satama is a leading digital services company We help our clients do better business online. Our 300 experts are specialized in business development, design, and technology. Satama’s three service areas are Self-Service services, Interactive Marketing Communications, and Future Services Our client-specific teams delivered over 1.000 world-class projects in 23 countries last year. Operations are complemented by an effective international partner network. Satama is a financially solid, growth-seeking company: Market leader in Finland. In Europe, we are the leading service provider in our field for the telecommunications sector. In 2004 our net sales were EUR 23.6 million, an increase of 10.5% from 2003. Net profit was EUR 1.5 million, which is 6.3% of revenues. At year-end, our equity-to-assets-ratio was 76.3% and liquid funds were EUR 8.4 million. Helsinki Stockholm Tampere Amsterdam Düsseldorf Turku

We help our clients do better business online.

Our 300 experts are specialized in business development, design, and technology.

Satama’s three service areas are Self-Service services, Interactive Marketing Communications, and Future Services

Our client-specific teams delivered over 1.000 world-class projects in 23 countries last year.

Operations are complemented by an effective international partner network.

Satama is a financially solid, growth-seeking company:

Market leader in Finland.

In Europe, we are the leading service provider in our field for the telecommunications sector.

In 2004 our net sales were EUR 23.6 million, an increase of 10.5% from 2003.

Net profit was EUR 1.5 million, which is 6.3% of revenues.

At year-end, our equity-to-assets-ratio was 76.3% and liquid funds were EUR 8.4 million.

Re-Inventing Place and Space Research Q2-Q3, 2003 Observation @ Starbucks, Tuesday 18 March, 2003

Re-Inventing Place and Space Research

Q2-Q3, 2003

Background to research Research approach and collected data Customer profile: Cybernomads 2003 Cybernomadic products and services from 2013 Observation @ Starbucks, Tuesday 18 March, 2003

Background to research

Research approach and collected data

Customer profile: Cybernomads 2003

Cybernomadic products and services from 2013

Institute For The Future Foresight - Insight - Action Identify and evaluate discontinuities that are likely to have major impacts on businesses over the next 3 to 10 years Uncovering trends Profiling consumers Envisioning the future URL: www.iftf.org Satama has collaborated with IFTF in two research projects Global Youth Networks, 2001 Re-inventing Place and Space, 2003 Observation @ Starbucks, Tuesday 18 March, 2003

Institute For The Future

Foresight - Insight - Action

Identify and evaluate discontinuities that are likely to have major impacts on businesses over the next 3 to 10 years

Uncovering trends

Profiling consumers

Envisioning the future

URL: www.iftf.org

Satama has collaborated with IFTF in two research projects

Global Youth Networks, 2001

Re-inventing Place and Space, 2003

1980s 1990s 2000s 2010s Source: Institute for the Future Ubicomp

Wireless (wi-fi & cellular) Urban (third places) Re-Inventing Place & Space Research (the non-technical side of ubicomp) Uncovering trends Profiling consumers Envisioning the future

Uncovering trends

Profiling consumers

Envisioning the future

2. Change in social institution (family, government) 4. Demand for certain types of invention 1. Technological change (invention, innovation) 3. Change in people’s social philosophy (beliefs, attitudes, and values) Re-Inventing Place & Space Research Wireless, Connectivity, Positioning technologies Research Uncovering trends Understand Profiling consumers Scenarios Envisioning the future

2. Change in social institution (family, government) 4. Demand for certain types of invention 1. Technological change (invention, innovation) 3. Change in people’s social philosophy (beliefs, attitudes, and values) Re-Inventing Place & Space Research Wireless, Connectivity, Positioning technologies Hot spots in “third” places & wireless users Research Uncovering trends

1,3 1,3 2,3 Research conducted also in Oulu

P2P B2B portals IRC IM

2. Change in social institution (family, government) Research 4. Demand for certain types of invention 1. Technological change (invention, innovation) = Wireless, Connectivity, Positioning technologies 3. Change in people’s social philosophy (beliefs, attitudes, and values) Re-Inventing Place & Space Research Understand Profiling consumers

Cybernomads: Traverse the physical and digital landscapes Develop integrated human-machine relationships and identities Make use of distributed technical and social resources for everyday business Cybernomad (2003)

Cybernomads:

Traverse the physical and digital landscapes

Develop integrated human-machine relationships and identities

Make use of distributed technical and social resources for everyday business

Resources: Connectivity, power, devices Physical and digital places Identity and presence markers Trust and reputation systems Affinity groups Cybernomad (2003)

Resources:

Connectivity, power, devices

Physical and digital places

Identity and presence markers

Trust and reputation systems

Affinity groups

Cybernomads and nomads share the operating principle of focal points Economic practices Movement Landscape Social interaction Social organization Relationship to non-nomads ~

Diverse economic relationships to the global economy: Knowledge workers (creatives, designers, innovators), service workers, students, and gamers Work in the niches and gaps of the global market”

Diverse economic relationships to the global economy:

Knowledge workers (creatives, designers, innovators), service workers, students, and gamers

Work in the niches and gaps of the global market”

Mobility is planned and systematic: Activity, experience, and convenience based Contingent on settings, institutions, and people Taxonomies of spaces and maps of routes Movement supports economic practice

Mobility is planned and systematic:

Activity, experience, and convenience based

Contingent on settings, institutions, and people

Taxonomies of spaces and maps of routes

Movement supports economic practice

Marginal, scarce resources: Physical and digital mobility helps leverage time, social connectivity, inspiration, and attention Opportunistic use of time, place and connectivity

Marginal, scarce resources:

Physical and digital mobility helps leverage time, social connectivity, inspiration, and attention

Opportunistic use of time, place and connectivity

Tribal, local, and neighborly: Social and emotional proximity shape structure (homogenous groups) Scaling relies on affinity of connective nodes Persistent tribes

Tribal, local, and neighborly:

Social and emotional proximity shape structure (homogenous groups)

Scaling relies on affinity of connective nodes

Persistent tribes

Cooperative and collective: Activate social networks to solve complex problems Catalyze action (flash mobs) Extend personal selves (blogging)

Cooperative and collective:

Activate social networks to solve complex problems

Catalyze action (flash mobs)

Extend personal selves (blogging)

Symbiotic and interdependent: P2P computing New political action (Dean campaign) IP battles

Symbiotic and interdependent:

P2P computing

New political action (Dean campaign)

IP battles

Sensory transformations (going towards a ubicomp world): Shifts in sensory perception: see the world differently New forms of visual awareness, attention and cognitive processes Big social and cultural transformations Cybernomad (2003)

Sensory transformations (going towards a ubicomp world):

Shifts in sensory perception: see the world differently

New forms of visual awareness, attention and cognitive processes

Big social and cultural transformations

2. Change in social institution (family, government) Research 4. Demand for certain types of invention Sensory transformations 5. Technological change (invention, innovation) 3. Change in people’s social philosophy (beliefs, attitudes, and values) Cybernomads Re-Inventing Place & Space Research Scenarios Envisioning the future Products and services 2013

Wireless (wi-fi & cellular) Urban (third places) 2013 Topos Chronos Topos Chronos

Wireless (wi-fi & cellular) Urban (third places) 2013 Places Will Be Embedded with Social Narratives Anyone can publish information in connection with place Places Will Be Multi-Layered Places annotated with information evolve multiple layers of identity and meaning Places Will Be Customizable Access to resources enables people to use place for their own needs Places Will Be Subversive Accessing information layers leads to emergent interaction between people and environment

Places Will Be Embedded with Social Narratives

Anyone can publish information in connection with place

Places Will Be Multi-Layered

Places annotated with information evolve multiple layers of identity and meaning

Places Will Be Customizable

Access to resources enables people to use place for their own needs

Places Will Be Subversive

Accessing information layers leads to emergent interaction between people and environment

Wireless (wi-fi & cellular) Urban (third places) 2013 Information orienteering Need tools for accessing and presenting Chronos based information related to place Designing personal information flows Need to filter all kinds of information according to context Need to manage distributed infrastructure of virtual, scattered and fixed resources Learning to live with distributed and persistent identity Need to manage and monitor communication states Setting up camp Need to adapt to places socially and technically Want to customize places according to personal needs

Information orienteering

Need tools for accessing and presenting Chronos based information related to place

Designing personal information flows

Need to filter all kinds of information according to context

Need to manage distributed infrastructure of virtual, scattered and fixed resources

Learning to live with distributed and persistent identity

Need to manage and monitor communication states

Setting up camp

Need to adapt to places socially and technically

Want to customize places according to personal needs

2013

2013 Artifact 1: Mapgeste Personal mobility management tool for navigating physical and digital landscapes of people, places, information and focal points of connectivity. Insights: New technologies make mental maps visible Mobility will be redefined in the new spatial landscape People will increasingly navigate layers of information around place

2013 Artifact 1: Mapgeste SF Library High Speed Strong Signal 52 current users (max 150) Free Joe’s Cafe Medium Speed Strong Signal 2 current users (max 12) Free Starbucks High Speed Strong Signal 14 current users (max 30) Free

The Starbucks at New Montgomery and Market has WiFi, but if you sit at the northwest table the WiFi from the furniture designer next door is accessible and free. 2013 Artifact 1: Mapgeste

2013 Artifact 2: E-Song Service (intelligent agent) for aggregating geo-coded stories, music and other information related to a neighborhood and device for listening to them as you move about in the space. Insights: Places will build up layers of social narrative and meaning No place will be a strange place Dead time won’t be dead anymore

2013 Artifact 3: Wrist-band Device that maps one’s social network by geographic location, displaying location and communication availability and preference at the moment. Insights New technologies will facilitate location-based social interactions Social networks will become visible and persistent Individuals will increasingly visualize themselves as a part of a larger social body Filtering location-based social interactions by degree of social intimacy

Flexible display Highly directional speakers Personal server GPS 4-terabyte digital storage Flexible display Wi-Fi antenna Microphone Control for music player Keypad 2013 Artifact 4: Starbucks Fidelity Jacket Wearable computer that functions also as a “membership card” for loyal Starbuck’s customers that confers benefits when worn at Starbucks: automatic profile recognition and awarding of loyalty points. Insights Technological infrastructure will be integrated into the body A layered infrastructure is evolving (stationary and place-specific, distributed, virtual) Technologies become sociable Global technology infrastructures will diverge (“fractured ubiquity” - US centric view)

Large flexible display New York Times wireless reader 2013 Artifact 4: Starbucks Fidelity Jacket

2013 Artifact 5: Simoleans Coupon worth 1,000 Simoleans, the currency for the virtual economy in the massively multiplayer game (MMP), The Sims Online, embedded with RFID tag for easy transfer and exchange in the retail physical world. Insights Virtual and real economies will become increasingly intertwined MMPs provide important social environments MMPs will become important channels to reach consumers

2013 Artifact 6: Business Card Business address on the card is a commuter train where the owner of the card works as a language instructor… Insight Technologies will further facilitate repurposing of place and space People will manage a palette of workplaces

2013 Artifact 6: Business Card

Business Implications A new spatial landscape for conducting business distributed across a fused digital–physical space Opportunity: new types of consumer interactions and new sets of needs A new social platform for interacting with customers, suppliers, and partners Opportunity: new channels and contexts for communicating with customers, partners and employees A new framework for value exchange using P2P networks, personal production, and social networks A host of new roles for businesses, workers, and consumers in the niches of the Urban landscape

A new spatial landscape for conducting business distributed across a fused digital–physical space

Opportunity: new types of consumer interactions and new sets of needs

A new social platform for interacting with customers, suppliers, and partners

Opportunity: new channels and contexts for communicating with customers, partners and employees

A new framework for value exchange using P2P networks, personal production, and social networks

A host of new roles for businesses, workers, and consumers in the niches of the Urban landscape

Product and Service Visioning Concepts for Suunto Now: Measuring (precision) Storing (wires) Sharing (Suuntosports.com) Its about being in Control (performance) Future: Sensing (fuzziness) Updating (wireless) Presence (social networks) Its about Flowing (lifestyle)

Product and Service Visioning Concepts for Suunto Within 1 year 1-3 years 3-5 years Beyond 5 years Services & Products Suunto Geo-coded Blogs Suunto Channel Suunto Urban Navigation Instrument (1G concept) Suunto Display And Wireless Gateway Instrument (2G concept) Suunto Wireless Gateway Instrument (3G concept) Experiences in places Technologies become sociable

INFORMATION ABOUT REALITY INFORMATION FOR REALITY INFORMATION AS REALITY Influence of information in overall experience Ubiquity Topos Chronos

Thank You! [email_address]