Mobile Digital Storytelling at Cheil Worldwide, Seoul

Mobile Digital Storytelling Digital Leaders Forum, Seoul Rudy De Waele September 24, 2008

Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Mobile Digital Storytelling • Introduction: an evolving Mobile Ecosystem • State of the Market (emerging trends) • Importance of Contextual Communication • Exploring Mobile-based Storytelling • Evolution of Mobile Digital Storytelling and its future • Recommendations Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

There are two prominent factors driving the growth of transmedia storytelling. The ﬁrst is the proliferation of new media forms like video games, the internet, and mobile platforms and the demand for content in each. The second is an economic incentive for media creators to lower production costs by sharing assets. Transmedia storytelling often uses the principle of hypersociability. Transmedia storytelling, also called multiplatform, crossmedia or enhanced storytelling, is storytelling across multiple forms of media. By using different media, it attempts to create quot;entrypointsquot; through which consumers can become immersed in a story franchise's world. The aim of this immersion is decentralized authorship, or transmedial play. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - Convergence Culture - In the context of transmedia storytelling, hypersociability is the encouraged involvement of media consumers in a story through ordinary social interaction. A story may be shared through discourse within a fan group. Hypersociability lessens the need for a publisher to offer ﬁxed media. Instead, storytellers hope that fans will build on the story themselves either over the Internet or through direct conversation. The principle of hypersociability is most widely used in Japanese pop culture, examples of which include Yu-Gi-Oh! and Pokémon, which used multiplayer games separate from the original media. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - from a closed to an open ecosystem - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - network convergence is a reality today - HSDPA/ UMTS/ GSM/GPRS/ EDGE CDMA/EV-DO GPS Rudy De Waele NFC Digital Leaders Forum - Seoul September 24, 2008

An Evolving Mobile Ecosystem - increasing device capabilities - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - software above the level of a single device - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - driving internet adoption further to mobile - © Image by Nokia Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - mobile 2.0: an explosion of new application & services - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - new players entering the game - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

An Evolving Mobile Ecosystem - towards an open ecosystem - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market (emerging trends) Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market - The Mobile Market in USA and EU5 - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market - TOP 20 Mobile Media Behaviours in EU5 - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market - Audience Demographic in EU5 - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market - EU5 Frequency of Usage - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market - Mobile Social Networking Penetration - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

State of the Market - Mobile Social Networking Brand Rankings - US UK ES IT DE FR Myspace 1 3 3 3 2 5 Facebook 2 1 5 5 4 YouTube 3 2 2 2 3 2 Flickr 4 Yahoo! Groups 5 Windows Live Spaces 4 1 1 1 Bebo 5 Fotolog 4 Badoo 4 StudiVZ 1 schuelerVZ 4 MyVideo 5 Skyblog 3 Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Contextual Communication Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Contextual Communication - about presence, location and communities - psychological environment Presence status availability mood what can I do hello world! where coming from what is/was/will be here peers physical environment who social environment is Location where Community where I am going friends where I am family Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling (tools) Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - JumpCut - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Zannel - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Our Story - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Handivi - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Mobiola - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Comic Life - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling (marketing cases) Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - La Vanguardia - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Nokia Productions - Nokia Productions will create the world's first social film built entirely by everyday people using their mobile devices to generate and submit original content which will then be combined into one artistic multimedia film created by Spike Lee. To participate in Nokia Productions, consumers can submit their original content consisting of any combination of text, music, video or images. After each act closes, Nokia will choose the quot;Top 25quot; submissions, and visitors will vote for their favorite submission creating the quot;Top 10quot; from which Spike Lee will then choose the winning submission from each act to be integrated into the final film. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Jonas Brothers Event on MTV using Flixwagon - From mid-afternoon on Friday through Sunday, August 10 at midnight ET, fans of the band visited http://jonasbros.mtv.com to watch 6 million streams of Jonas Brothers clips totaling 60,000 hours of content viewed, as the Buzzworthy blog received upwards of 90,000 comments on posts documenting the weekend. The use of Flixwagon's mobile broadcasting technology offered a new level of ﬂexibility and complexity as MTV bloggers posted the inside scoop from the heart of the Jonas Brothers madness live on the site. Visitors to the blog posted comments on the individual clips, and MTV's Buzzworthy blogger posed viewer questions to the Jonas Brothers, who responded through follow-up clips. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Flickr Visual Storytelling - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Flickr Visual Storytelling - Tell a Story in 5 Frames has two important parts. The ﬁrst part is creating and telling a story through visual means with only a title to help guide the interpretation. The second part is the response of the group to the visual story. The group response can take many forms such as, a poetic or prose rendering of the visualization, a critique on the structure of the story, comments on the photograph, or other constructive forms of response. Telling and enjoying stories should create entertainment for the group as well as offer insight into the universal elements that help create a story for an international audience. The more people who respond , as either story tellers or respondents, the greater the reward for all. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Flickr Visual Storytelling - A good story has characters in action with a beginning, middle, and an ending. Fortunately a lot of information can be given in a single photograph, enhancing the limitations of ﬁve photographs for your story. Location, time, and atmosphere aid viewer imagination. Keep standards of pictorial beauty, but pack as many story telling elements in one photograph as possible to develop an action. 1st photo: establish characters and location. 2nd photo: create a situation with possibilities of what might happen. 3rd photo: involve the characters in the situation. 4th photo: build to probable outcomes 5th photo: have a logical, but surprising, end. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Flickr Visual Storytelling - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Flickr Six Word Story - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Remix Obama - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Mobile Film Festivals and UGC - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Geostories - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

buzzd on the iPhone (http://buzzd.com/m)

Exploring Mobile-based Storytelling - Geostories - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Louis Vuitton Soundwalk - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Geostories - The Tikitag is an RFID system where you can tag just about anything. The idea is that you tag various objects such as business cards and each tag can be programmed with a website address, application or your own contact details. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Evolution of Mobile Digital Storytelling Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Video Presence Tools - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Video Presence Tools - Kyte Platform Overview Kyte is a universal digital media platform that enables brands and communities to easily produce live and on-demand digital content, distribute it to multiple online and mobile destinations simultaneously, engage with an audience through multimedia communications, and monetize their brand assets. Produce Distribute Engage Analyze Monetize Online or mobile Live or recorded to Grow and engage Report Create new video and pictures multiple destinations your audience and measure revenue streams Copyright © 2008 Kyte – 8/28/08 Kyte Overview Page 2 Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Video Presence Tools - Kyte Production & Distribution Matrix Online Mobile Produce Kyte Kyte Mobile Producer in Player Studio E-mail API E-mail PRODUCTION Advanced API Nokia S60 iPhone produce tools BRAND Example: DISTRIBUTION Embedded Branded Social API Branded Mobile Web Branded Mobile Apps Kyte Player Network Apps m.brand.com API integration iPhone Mobile API Facebook Bebo into existing imeem Ning mobile destination Nokia S60 J2ME MySpace Blog Any website !quot;#$%&'(quot;quot;%! Copyright © 2008 Kyte – 8/28/08 Kyte Overview Page 3 Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Augmented Reality - MyView is an augmented reality service that allows users to share their view of the world and information with others around them. This is done by means of: • An open wiki information system: view and add your own information. • An RSS style feed service, giving you the content you want in relation to your life and world. • A playful quot;Day Dreamsquot; mode that allows people to collaboratively ʻmash-upʼ the reality around them and share it. • Increasing the impact of a message by delivering it in context with your surroundings. • Keeping the spaces around you exciting and in ﬂux. • Having an impact on the spaces you occupy. • The ability to form social groups within the service Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Tonchidotʼs Sekai Camera iPhone application - The future will be ﬁlled with devices allowing us to view our real-world through augmented- eyes. Augmented reality is the idea that location-based data can be overlaid on your view of the real life. The notion that your cellphone could be used to augment your own reality with location-based information - essentially meta- tagging the real world - is highly intriguing. And, with mobile phones routinely including GPS receivers, large displays, and quality cameras, it makes sense that our handsets be leveraged as augmented reality devices. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Tonchidotʼs Sekai Camera iPhone application - Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Viewdle - •Video Search Engine with Facial Recognition features, Text to Speech & Advanced Indexing •Innovative technology for looking up videos based on person or topic • Tag-supported in-video search • Capable of detecting relations between videos • Name clouds • Supporting Widgets: from text to rich media • English only, more languages coming Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Exploring Mobile-based Storytelling - Machinima - Iron Man Machinima Mashup Contest Heavenly Sword Machinima Mash-up We want you to create the ultimate “Iron We want you to create the ultimate Man” and/or “Stark Industries” promotional “Heavenly Sword” machinima mash-up! machinima video! Go ahead and “Mash-up” Use the “Heavenly Sword mash-up a video promoting why either Stark machinima player” to mash-up a Industries or Iron man are the ideal partners machinima version of the ofﬁcial “Heavenly and weapon for any government or anyone Sword” gameplay footage for which we with the right bank account! You can use have provided the video, audio and the video, audio and graphics from the graphics in the “mash-up machinima ofﬁcial “Iron Man” trailer along with player” on the Web Site. Then let the machinima game footage we provided from community vote and pick the top 3!! SEGA of Americaʼs “Iron Man” the game. Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Recommendations on Mobile Digital Storytelling Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

Recommendations Distribution / Channeling Multiplatform Authorship Moderation / Filtering / Privacy Hypersociability Discoverability of Stories (Presence / Location / Context) Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

“The Street ﬁnds its own uses for things - uses the manufacturers never imagined” William Gibson, “Rocket Radio” (published in Rolling Stone, June 15 1989) Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

THANK YOU! BLOG: m-trends.org EMAIL: rudy@dotopen.eu TWITTER: twitter.com/mtrends FRIENDFEED: friendfeed.com/mtrends Digital Leaders Forum - Seoul Rudy De Waele September 24, 2008

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http://www.usit.com.au	19
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Mobile Digital Storytelling at Cheil Worldwide, Seoul

by Rudy De Waele

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