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KTH ROYAL INSTITUTE OF TECHNOLOGY
Stockholm, Sweden , 13 JUNE
The Future Communications
and Business Landscape
Johan Ronnestam
Google Keyword: Johan Ronnestam
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
The future?
The future is the
indefinite time
period after the
present.
Definition: Wikipedia
1971
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
1972
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
1993
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
1998
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
New technology
Impact
Time
Source: Paul Saffo
New technology
Impact
Time
Expectations
Technology
evolved
Source: Paul Saffo
New technology
Impact
Time2000
2010
2020
Expectations
Technology
evolved
Source: Paul Saffo
2000
Source: Paul Saffo
2010
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
2000
Source: Paul Saffo
2010
2020
?
+ 1 billion!
+4.8 million
49% 51%
75%
16 millions
+140 millions
Digital Paper
Q1 Q2 Q3 Q4
Digital Paper
Starbucks invests $25M in Square, will use the startup’s tech in 7,000 of its stores
Thanks, WSJ / 08.08.2012
Mobile-payment startup Square announced Tuesday that it has partnered with Starbucks. Under the terms of the partnership,
Starbucks will invest $25 million in Square, and its chief executive, Howard Schultz, will join Square’s seven-person board of
directors. What’s more, Starbucks will now use Square’s technology to process certain payments in 7,000 of its stores in the
U.S.
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Exiting times!
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
The future
landscape
1
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
is king!Content
is king!
is king!Quality
Your brand
The product ContentYour brand
The product Content
Traffic
Value
$
Conversion
Measure
Goal
Your brand
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
The product Content
$ TrafficMeasure
GoalConversion Value
Your brand
The product Content
$ TrafficMeasure
GoalConversion Value
ABL/BTL
advertising
SEM
Search marketing
SEO
Search
optimisation
Social
mediaCRM
Your brand
Product &
services
Content
ABL/BTL
advertising
Your brand
belongs to me
2
Compare
verify
references
choice
Compare
verify
references
choice
1
2 3
$
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
En surfresa
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Köpguider »
Kundtjänst »
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Om oss »
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KLÄDER SKOR ACCESSOARER LONGBOARD SKATEBOARD SNOWBOARD VATTEN OUTLET VAD SÖKER DU?
VÄLJ ETT VARUMÄRKE
BRÄDA MODELL VÅTDRÄKT
BOARDLIFES
SURFBOARDGUIDE
Sida 1 2 3 4
Boardlife.se ger dig här en gratis guide till en komplett
surfutrustning
Välkomen till Boardlife.se boardshop och en övergripande guide till
en komplett vågsurfingsutrustning. Här borde du hitta all den
information du behöver för att själv kunna bestämma vilken
surfutsrustning som passar just dig. Saknar du någon info
kontakta då stefan(at)boardlife.se
Det finns ett stort utbud på olika surfbrädor och tillbehör som du
kan spendera din pengar på, men målet med surfing är inte att
spendera pengar utan att spendera tid i vattnet.
VAX SKYDD
Surfbrädans storlek
Surfbrädor är indelade I två typer, polyester and
epoxi. Pollybrädan har mjuk flex vilket gör att brädan ger bra
respons. Pollybrädan är dock mer känslig för tryck och “dingar”
(tryckskador uppkommer lättare). Epoxibrädan har hårdare
flex eftersom den är gjord av ett mer varaktigt material. Dessa
brädor är lättare, tåligare men ger inte samma känsla som
polybrädan.
Längd
Som nybörjare är längden på surfbrädan en avgörande faktor
för hur din surfkarriär kommer bli. Generellt kan man säga att ju
längre desto bättre. En bräda som är 1-3ft längre än dig är en
bra måttstock, men andra faktorer spelar också in. En lång
surfbräda ger dig mer stabilitet och kommer få dig surfande
snabbare. Surfbrädor anges oftast i foot = 30,48cm och inch
Gilla 17k
Makai Drop Carve 41 ...
1,999kr
Hat Parade Scott-Jat...
349.30kr
(Ord. pris: 499 kr)
AG Greed JK Off Blac...
2,399kr
BRÄDA MODELL VÅTDRÄKT
BOARDLIFES SURFBOARDGUIDE
VILKEN MODELL?
Sida 1 2 3 4
Vilken surfbräda skall du då välja? Longboards, mals och mini-mals
är idealiska nybörjarbrädor då de har den storlek och volym som
krävs. Se nedan vilka modeller som finns och dess egenskaper. I
enkla termer kan man saga att det finns fyra typer av surfbrädor:
Longboards (Malibu)
Lämpar sig för nybörjare och för de med lite kraftigare hydda, men
även för dagar med mindre vågor.
Stor och lång surfbräda som tar mycket plats
Round pin nose och squash/square tail
Bred längs hela brädan -23 inches bredd för att få erhålla
god stabilitet
Runt 2.5 inches tjock (ger god flytförmåga och är lätt att
paddla)
Longboards (Malibu) 9’0”-12’0” och Mini Longboards (Mini
Malibu) 8’0”-9’0”
Fish
Lämpar sig bra för medelsurfaren. Storlek från 4'8” – 6’10”. (På
fishen behöver du inte tänka på regeln om din längd då shapen på
brädan är annorlunda. Man kan säga att 2 – 4 inches kortare än
normalt funkar bra). Bräda som lämpar sig för Sverigesurf.
VAX SKYDD
Funboards
Lämpar sig bra för nybörjare och medelsurfaren. Storlek från
6'7” – 7’6”. Bredare än 20 inches. Inkluderar egg, hybrids mfl
Kan ha flera olika nos och stjärtformer (ex. spetsig
nos/squash stjärt eller rund nos/pin stjärt etc.)
Bredden och längden gör denna typ av bräda det enklare
att paddla och en bra variation på vågen
Perfekt som övergångsbräda från longboarden till en
kortare bräda (Är i princip en mini Longboard)
Shortboards
Brädan för den medelbra till avancerade surfaren. Storlek från
5’ 8” – 6’ 10”
Spetsig nos (för god manövrering och carvingsvängar)
Square/Squash/ eller Swallow stjärt
Undvik denna bräda om du inte surfat mycket och är
duktig. Rekommenderas INTE för nybörjare
Övrigt
Gunbrädor är till för STORA vågor, gör inte misstaget att köpa
en Gun om du inte skall och kan surfa stora vågor.
Softboard
Softboards eller "Foamies" är som namnet säger
surfbrädor som har ett mjukt skall vilket gör dem mer
förlåtande för nybörjare. Dessa surfbrädor har hög
bärkraft, är stora och stabila i vattnet.
Pop-outs
Bra nybörjarbrädor med bra flytkraft. De är gjorda av en
skumkärna med en tjock fiberglass beläggning och kan
Makai Drop Carve 41 ...
1,999kr
Hat Parade Scott-Jat...
349.30kr
(Ord. pris: 499 kr)
AG Greed JK Off Blac...
2,399kr
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
No store...
No advertising...
We’ll rate everything...
review...
share...
create...
experience...
love...
hate...
Everything!
Advertising
industry
Realityvs
Advertising
industry
Realityvs
Campaigns
Rosser Reeves
USP
Social products!
Apple
fu#%ed
it up
3
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Responsive
SEO/SEM
Usability
Functionality
All screens
Design
Tonality
Photography
Packaging
Idea
Consumers want it all!
Democratization of
technology, content
and distribution
4
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Open Source HardwareOpen Source OS
Open applications
platform
+50 billion apps
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
$17.500
$ 1749
New technology
New economy
5
“Our new economy is
shrinking because technology
leads to efficiency over growth”
Jeff Jarvis
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
PRICE/PRODUCT COMPETITIONCOST TECHNOLOGY
PRICE/PRODUCT COMPETITIONCOST TECHNOLOGY
MARKET PROFIT
Price Unique
Price Unique
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
1,2 million
2011
1 million
2014
Price Unique
Price Unique
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Price Unique
x
?
Technology
changes
everything
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Design
Innovation
Authenticity
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Status QConstantchange
StatusQConstant change
You need to do more
everywhere!
The digital era:
Formula!
In Sweden 2012:
Half of the three year olds
use the internet and 40% of
the two year olds.
.se
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
...

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Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape