The Lubberland Problem


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This presentation maps our digital economy to our real world and finds astonishing relations to a 16th century painting from Pieter Bruegel the elder about the mystical lubberland. The lubberland proplem phrases the need for valuable consumer propositions in an economy where the majority of goods are freely available. This presentation is proposing solutions to the lubblerand problem on the examples of and RjDj.

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The Lubberland Problem

  1. 1. Wednesday, 16 March 2011
  2. 2. Michael is Tec. Engineer & Master of Arts Cofounder RjDj Founder and talk about social sensorsWednesday, 16 March 2011
  3. 3. Wednesday, 16 March 2011we have tons of songs in our pockets.
  4. 4. Wednesday, 16 March 2011movies are on torrent before they are released
  5. 5. Wednesday, 16 March 2011news, maps, recommendations, videos
  6. 6. Chris Anderson, “Free! Why $0.00 Is the Future of Business”Wednesday, 16 March 2011all for free
  7. 7. What if our real world would be like our digital world?Wednesday, 16 March 2011
  8. 8. Pieter Bruegel the Elders „Luilekkerland“ ("The Land of Cockaigne"), painted in 1567Wednesday, 16 March 2011This is pretty much the digital world of today mapped to the real world.
  9. 9. Lubberland was the Big Rock Candy Mountain of medieval Europe, where the living was easy and the land flowed with milk and honey. This mythical country had houses of barley sugar, roofs of cakes, rivers of wine, and streets paved with pastry; buttered larks (a delicacy of the period) fell instead of rain; roast geese passed slowly down the streets, begging to be eaten; even better, shops provided goods without asking for payment.Wednesday, 16 March 2011
  10. 10. Wednesday, 16 March 2011in lubblerland:-> no need for transportation
  11. 11. Wednesday, 16 March 2011in lubblerland:-> all free
  12. 12. Wednesday, 16 March 2011in lubblerland:-> advertising is no topic because goods are just there!
  13. 13. Wednesday, 16 March 2011in lubblerland:-> branding is no topicThink about it. The Lubberland turns everything upside down. Think about the impact only for the advertisingindustry....
  14. 14. The Lubberland ProblemWednesday, 16 March 2011Besides health issues, the people of lubberland have one big problem
  15. 15. Wednesday, 16 March 2011so where is the problem? what do you think is the problem of the guy with his eyes open?
  16. 16. What’s next?Wednesday, 16 March 2011the biggest consumer problem in lubblerland is what’s the next thing to consume.
  17. 17. Wednesday, 16 March 2011he could have anything, the more he can get the bigger his problem.. in the same way, whatsnext is the main problem in many of todays digital markets.
  18. 18. The Lubberland Problem is key in understanding today’s digital marketsWednesday, 16 March 2011
  19. 19. The social approach in solving the Lubberland ProblemWednesday, 16 March 2011
  20. 20. Wednesday, 16 March 2011Around 2000 i started a project called The topic of was to create a music platform for the postnapster generation. My assumption was that the more music becomes available and the easier it is to get newmusic the less people know what they actually want next.
  21. 21. Wednesday, 16 March 2011So we started to record the listening behavior of users which helped them to get their online music received over one million tracks per day from it’s users.
  22. 22. Wednesday, 16 March 2011Based on the online music collections of the users, we were able to generate stats and connect users with similarmusic and play new music based on your stats.We recognized that key to our project was not any more the mp3 file itself but the music taste of the user.Because we knew the music taste, we could answer the question of whats next and fulfill our goal.
  23. 23. Wednesday, 16 March 2011This is a plot of the first music map that we were able to print. It shows the similarity of artists based on userlistening behavior. The three clusters are similar artists or music genres. Between the big centered cluster and theright bottom cluster you can see a band which is called Radiohead. In 2003 when this plot was made, Radioheadwas THE top selling band and they had huge commercial success. According to the similarity plot this is down tothe fact that they are attracting fans from two genres. Their market is bigger than other artists market.
  24. 24. plays the right kind of music to the right ears at the right time.Wednesday, 16 March 2011
  25. 25. Consumer find their products: Products find their consumer:Wednesday, 16 March 2011On the portal, which one of the above do you think is true?
  26. 26. Consumer find their products: Products find their consumer:Wednesday, 16 March 2011....This is very much like in the land of plenty.
  27. 27. Wednesday, 16 March 2011
  28. 28. The social SENSORS approach to solve the Lubberland ProblemWednesday, 16 March 2011
  29. 29. SMART MUSIC FOR SMART DEVICESWednesday, 16 March 2011RjDj is smart music for smart devices.
  30. 30. Smart Music Players 1958 1998 2008Wednesday, 16 March 2011The iPhone is the walkman of the 21st century. But compared to the traditional walkman, it is much smarter. It hasa processor, is networked, has accelerometer, compass, microphone, touchscreen, gyroscope etc.
  31. 31. Hands on, 16 March 2011so what can you do with this. Hands on. Example of touch based input.
  32. 32. Move on, 16 March 2011Example of accelerometer based input.
  33. 33. Mic on, 16 March 2011example of microphone based input.
  34. 34. hands, move, mic, weather, time, moon, location, networking, sleeping, quiet onWednesday, 16 March 2011but what happens when you combine all of this and extend it with networked and social data?
  35. 35. Inception The App Christopher Nolan Hans Zimmer RjDjWednesday, 16 March 2011the first app we applied this formula to was inception the app, which we did together with Christopher Nolan andHans Zimmer.
  36. 36., 16 March 2011video of inception the app
  37. 37. Social Sensors walking traveling friends sleeping sunnyairportWednesday, 16 March 2011the inception app is using a lot of data about the user’s context like the user’s location, how the weather is, whatis the time of day, is he traveling, is he moving, is it quiet...
  38. 38. Wednesday, 16 March 2011based on the sensory input dreams or augmented music pieces are unlocked. Some dreams can only be unlockedonce a month, on fullmoon or when you are in africa or at an airport or when someone uses the app next to youor when you are at a quiet place. Musical pieces become scarce again and very valuable if you managed to unlockthem through activities in your real life. It is almost like going to a concert. In concerts, you have to be at aspecific place in a specific time to become part of a great musical experience.
  39. 39. The right kind of music to the right ears at the right time.Wednesday, 16 March 2011in a similar way to inception the app is playing the right kind of music to the right ears at the right time.
  40. 40. Consumer find their products: Products find their consumer:Wednesday, 16 March 2011and again the product finds the consumer and not vice versa.
  41. 41. Launch Pad Hollywood vs. Warner Inception App: • same release date • same movie • same feature and promo • very poor performanceWednesday, 16 March 2011Now before you go and credit the app’s download numbers to the fame factor: The Inception movie was a perfectlaunch pad for the app. Warner launched their own inception app at the same time...But the warner app had a verypoor performance.
  42. 42. 3 30 300 3000 30000 300000 3000000 3 3Wednesday, 16 March 2011we released inception the app just before christmas 2010. One month after christmas the app was downloaded 3million times.
  43. 43. 34 Minutes Average Time in App per Session These 11% are on average 4.5 hours in the app! 11% 0 - 10 sec 10 - 30 min 6% 39% 15% 3 - 10 min 15% 7% 7% 11 - 30 sec 1 - 3 min 0.5 - 1 minWednesday, 16 March 2011average time in the app per session is and an incredible 34 minutes.
  44. 44. 94 Years Total listening time in first month 40 30 20 10 0 Static Reverie Sleep Quiet Sunny Action Fullmoon Travelling Overture Limbo Africa “Honestly this app is incredible and ridiculously addictive. I have unlocked them all but the ones for update 3 and the Africa dream. Do we really have to go to Africa to unlock this dream? Thanks for an amazing experience.” email from user Jake, 21 January 2011Wednesday, 16 March 2011in the first month people listened 94 years of uninterrupted music
  45. 45. “... Augmented sound design, underrated. Maybe someday silent augmentation will be classified like silent cinema.” jDj g ab out R ce S terlin BruWednesday, 16 March 2011
  46. 46. Talk ValueWednesday, 16 March 2011
  47. 47. What’s next?Wednesday, 16 March 2011
  48. 48. Augmented Music + Social Sensors ★ Entertainment / Gaming ★ Infosystems / Ads ★ Health ★ Extended platforms (Car, House...)Wednesday, 16 March 2011
  49. 49. Wednesday, 16 March 2011