Mads Rydahl, NOW is digital 2011
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Mads Rydahl, NOW is digital 2011



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  • The world of fitness data, GPS tracking, and self quantification is currently dominated by walled gardens and exclusive partnerships. The largest players are Garmin (makers of handheld GPS devices since 1999), Nike (makers of the Nike+ shoe sensor) and RunKeeper (until recently the most popular running app for iPhone). Each GPS product connects to its own community silo, and although they all allow the user to 'share on Facebook', the users' data never leaves the silo, and only key stats and meta data is actually shared. Most services use their own proprietary file formats and few of them have a documented API. As a consequence, it is impossible or at least extremely impractical for the user to take control of their own data. Users generally accept that switching to another brand of GPS device could mean loosing their data history, or end up costing so much work that they wish they had.
  • Other , the last couple of years have seen a landslide towards

Mads Rydahl, NOW is digital 2011 Mads Rydahl, NOW is digital 2011 Presentation Transcript

    • Mads Rydahl
    •, Silicon Valley,
    • Activities on Facebook
    • Gather all your fitness data in one location, share and compare data with all of your friends, no matter which gadgets or services they use
    • Location, Privacy, Infomediaries
    • A brief history of recommender systems, variable pricing,
    • and why location changes everything
    NOW is Digital June 15 th 2011, Aarhus, Denmark (CCBYSA)2011 PulseTracks, Denmark
  • Open Aggregation Services Know yourself. Better than Google does. (CCBYSA)2011 PulseTracks, Denmark
  • today: walled Gardens of user data Today, users upload GPS and sensor data to closed proprietary silos, which may allow them to share some meta data on social channels, but true collaboration is restricted to inside those silos... (CCBYSA)2011 PulseTracks, Denmark
  • tomorrow: open repositories If data is pooled in open repositories, it becomes possible to collaborate and explore shared trends, and to gain deeper insights. (CCBYSA)2011 PulseTracks, Denmark
  • ...personal data hubs If more types of data are added to the pool, it may become a powerful data source for trend spotting, and in time the worlds best recommendation engine. (CCBYSA)2011 PulseTracks, Denmark
  • ...that can connect to your PHR Microsoft HealthVault Google Health With the advent of personalized medicine such a system could provide life-saving insights about healthy lives from a dataset of a magnitude never seen before (CCBYSA)2011 PulseTracks, Denmark
  • ...your virtual personal trainer iCoach And allow the development of completely new types of services, like e.g. hyper-personal trainers who know all there is to know about how to optimize your training (CCBYSA)2011 PulseTracks, Denmark
  • ...and any future service that may benefit from knowing your fitness history Or a new type of shopping assistant that allow you to find the best deals for your needs without sharing your personal data with the vendor (CCBYSA)2011 PulseTracks, Denmark
  • Activities on Facebook Lifestreaming repository for fitness data. A step in the right direction. (CCBYSA)2011 PulseTracks, Denmark
  • The Service
    • Keeps all your location data, in one location
      • Easily collect data from all the location and fitness services you use
      • Activities can sync most GPS sources: RunKeeper, Nike+, Garmin, etc.
      • We support most Check-in Services: Foursquare, Gowalla, Places
      • Support is underway for other devices: Fitbit, Withings, Zeo
      • Activities keeps all your data synced and backed up in a secure data vault
    • Seamlessly extends your Facebook experience
      • Completely integrated with the Facebook workflow
      • We create an Activity Feed and extend Pages, Groups, Places, Events
      • No destination website, well known UI, you 'get it' right away
    (CCBYSA)2011 PulseTracks, Denmark
  • Current status We are in closed beta testing with partners in Denmark and the US, and have about 1.000.000 tracks in the database. We have fully automated track clustering and calculation of popularity, dynamic event detection, a suite of team management tools, and simple but robust event planning and invitations. (CCBYSA)2011 PulseTracks, Denmark
  • Activity Feed (CCBYSA)2011 PulseTracks, Denmark
  • Location Browser (CCBYSA)2011 PulseTracks, Denmark
  • Location browser (full screen) (CCBYSA)2011 PulseTracks, Denmark
  • Location browser (full screen) (CCBYSA)2011 PulseTracks, Denmark
  • Location browser (full screen) (CCBYSA)2011 PulseTracks, Denmark
  • Popular Nearby Tracks (CCBYSA)2011 PulseTracks, Denmark
  • Popular Nearby Tracks (CCBYSA)2011 PulseTracks, Denmark
  • Popular Nearby Tracks (CCBYSA)2011 PulseTracks, Denmark
  • Popular Nearby Tracks (CCBYSA)2011 PulseTracks, Denmark
  • Superior mapping technology Browse the full dataset in full resolution (CCBYSA)2011 PulseTracks, Denmark
  • Superior mapping technology Browse the full dataset in full resolution (CCBYSA)2011 PulseTracks, Denmark
  • Superior mapping technology Browse the full dataset in full resolution (CCBYSA)2011 PulseTracks, Denmark
  • Superior mapping technology Browse the full dataset in full resolution (CCBYSA)2011 PulseTracks, Denmark
  • Superior mapping technology Browse the full dataset in full resolution (CCBYSA)2011 PulseTracks, Denmark
  • Superior mapping technology Browse the full dataset in full resolution (CCBYSA)2011 PulseTracks, Denmark
  • Personal incentives
    • Combine all your data to see the big picture
    • See all your fitness related runs, check-ins, and sensor data in one place
    • Compare your data with all friends across all the walled gardens
    • Compare yourself to key demographic groups or find a training partner
    • Put game back into your life
    • Set goals, spot trends, and improve your workout
    • Commute challenge: Who is the fastest bicyclist on Nørrebrogade this week?
    • Find people, places and stuff
    • Activities can help you find new training partners, new tracks, and new gear
    • Get full control of our own data
    • You can always download all your data in a variety of open formats
    (CCBYSA)2011 PulseTracks, Denmark
  • Community incentives
    • Support the existing ecosystem
      • Fitness communities can reach people who don't normally 'get organized'
      • Device manufacturers can reach new market segments
      • Park services can learn from their most active users: floods, utility decay
      • Peer to peer reports: land slides, wildlife sightings, etc
    • Share experiences
      • Activities help people find each other through records of fitness activity
      • Activities help people share notifications (like traffic reporting for the wild)
      • Activities help people share local business recommendations
    • Engage casual users
      • Friends can easily tag you in past events
      • Friends can easily invite you to upcoming events
      • Your friends help build your fitness log and augment your location stream
    (CCBYSA)2011 PulseTracks, Denmark
  • Future Perspectives
    • Beyond the activity
      • Track your phone location 24/7 and calculate estimated calorie burn
      • Ruleset builder: Only share activities on approved locations
      • Work/life balance: Deduce working hours from location stream
    • Carbon foot-print calculator
      • Deduce transportation types and duration from location stream
      • Estimate carbon foot-print for all transport activities
      • Set up carbon footprint challenges and competitions
    • Platform API and integration with PHR services
      • Privacy framework that let users control exactly what is shared and to who
      • Allowing 3 rd party developers to create services on top of that API, like:
        • iCoaching, a whole new form of hyper-personal trainer
        • Carbon foot-print estimator: Understand your own impact on the world and challenge your friends to live greener and more sustainable lives
        • Rule-based automatic check-ins to social networks
    (CCBYSA)2011 PulseTracks, Denmark
  • Activities on Facebook core use cases (CCBYSA)2011 PulseTracks, Denmark
  • Use Case 1: Device Agnosticism
    • Her er Anders, Brian, Camilla og Ditte. De er motionsløbere, og de er venner på Facebook. Anders har et Garmin løbeur, Brian bruger Nike+ på sin iPhone, Camilla har RunKeeper på sin Android, og Ditte bruger ingenting.
    • Anders, Brian, Camilla og Ditte løber sammen hver uge, men mangler en nem og fleksibel måde at planlægge deres ture, og de kunne også godt tænke sig at sammenligne løbedata, og se hvordan deres kondition udvikler sig over tid. De vil selvfølgelig også gerne gøre det nemmere for deres fælles venner at se hvad de laver og evt løbe med fra tid til anden.
    (CCBYSA)2011 PulseTracks, Denmark
  • (CCBYSA)2011 PulseTracks, Denmark
  • Use Case 2:  Serendipitous  Discovery
    • Anders bor i Aarhus, men han tilbringer en del tid i København, Odense og Aalborg.
    • Han besøger også af og til London, Paris og New York. Han har altid sine løbesko med, men det er svært at finde de bedste steder at løbe når man besøger et nyt sted.
    (CCBYSA)2011 PulseTracks, Denmark
  • (CCBYSA)2011 PulseTracks, Denmark
  • Company Founders Kristian Ottosen Entrepreneur and pioneer in digital imaging services, Kristian has over 15 years of experience in founding and successfully growing software start-ups, and more than 20 years of experience in developing software for graphics, imaging and internet businesses. Kristian sold his last startup to Adobe in 2008. Mads Rydahl Founder of Denmark's first internet services agency in 1994, Mads has led product design teams for over 15 years and won numerous international awards. His work has been featured in dozens of books, and he was Director of Product Design at, a DARPA funded startup acquired by Apple in 2010. (CCBYSA)2011 PulseTracks, Denmark
  • Mads Rydahl [email_address] (CCBYSA)2011 PulseTracks, Denmark