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Post digital new horizon jan

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Post digital new horizon jan

  1. 1. post digital<br />1<br />“Like air and drinking water, being digital will be noticed only by its absence, not its presence.”<br />Nicholas Negroponte<br />MIT Media Lab<br />
  2. 2. Harriette’s computer<br />
  3. 3. post digital now?<br />3<br />
  4. 4. post networked digital?<br />4<br />
  5. 5. the transition continues<br />…by 2011, 90-percent of ourproduct categories will connect wirelessly to the Internet – and to each other<br />5<br />
  6. 6. first recession where the internet is mainstream<br />6<br />
  7. 7. in just two years…<br />7<br />IPA Touchpoints 3 vs. Touchpoints 2008 changes in average time online per week . Average increase 32” (5%)<br />
  8. 8. unprecedented access to information<br />Source: European Technographics Benchmark Survey, Q2 2008<br />
  9. 9. but…display advertising media driving search<br />Source : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for informationon products and services”<br />
  10. 10. unprecedented access to people<br />10<br />
  11. 11. unprecedented access to people<br />Source: Universal McCann<br />
  12. 12. Key considerations for businesses and brands<br />“(post) Recession”<br />“(post) Digital”<br />Trust<br />Transparency<br />Simplicity<br />Thrift<br />Efficiency<br />Transparency<br />Conversation<br />Desirability<br />
  13. 13. 13<br />Degradation in product quality, poor service, marketing chicanery will be uncovered and disseminated via the social web<br />“Shopping itself is less impulsive and more disciplined. Recession-habituated shoppers are more inclined than ever to do research...” [Booz & Co]<br />Valuing customer relationships, listening and offering great service will pay dividends<br />
  14. 14. 14<br />
  15. 15. 15<br />
  16. 16. post digital services: mint.com<br />16<br />
  17. 17. post digital products: wifi scales<br />17<br />
  18. 18. post digital brands: uniqlo lucky counter<br />18<br />
  19. 19. post digital brands: coca cola village<br />19<br />
  20. 20. post digital brands: nikechalkbot<br />20<br />
  21. 21. post digital brands: nikechalkbot<br />21<br />
  22. 22. what about online advertising??<br />22<br />+$1billion this year globally<br />
  23. 23. what about online advertising??<br />23<br />
  24. 24. what about online advertising??<br />
  25. 25. Google goes post pc<br />25<br />“What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“<br />Jonathan Bellack, Director of product management<br />
  26. 26. beyond the pc<br />26<br />
  27. 27. screen proliferation<br />27<br />
  28. 28. flipboard: social magazine<br />28<br />
  29. 29. location liberation<br />29<br />
  30. 30. at home… in just two years<br />30<br />Source: Percentage HH, Touchpoints 3 (2010) vsTouchpoints 2 (2008)<br />
  31. 31. beyond home…hotspots nearly triple in 4 years<br />31<br />
  32. 32. smartphone sales<br />32<br />In June 2010, over a quarter of people in the UK said they had a smartphone, more than double the number two years previously.<br />The Communications Market<br /> August 2010, OFCOM<br />Over 60% of contract phones sold in the UK are now smartphones<br />Gfk, May, 2010<br />
  33. 33. interface evolution<br />33<br />
  34. 34. Content, services and social interaction…<br />…how people want, where they want, when they want<br />34<br />
  35. 35. A tale of two screens: Mobile<br />35<br />The Mobile Internet<br />…Simply put, location changes everything. This one input – our coordinates – has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go – they all change once we merge location and the Web.<br />Mathew Honan, WIRED magazine, 1/19/09<br />
  36. 36. Smartphones show the future<br />Source: comScore GSMA MMM; comScore Media Metrix, December 2009<br />
  37. 37. Currently all about social updates<br />Source: comScore GSMA MMM; comScore Media Metrix, December 2009<br />
  38. 38. soon: location as a platform<br />38<br />
  39. 39. IBM Seer – augmented reality utility<br />39<br />
  40. 40. A tale of two screens: TV<br />40<br />
  41. 41. TV – INTERWEB CONVERGENCE<br />41<br />
  42. 42. but people like watching TV on TV<br />Source: IPA Trends in TV<br />
  43. 43. project canvas – many pipes, but TV screen<br />
  44. 44.
  45. 45. even so, linear’s got legs<br />Deloitte predicts that in 2010 most video content will continue to be consumed linearly- that is, according to broadcasters' programming schedules. They estimate is that over 90 percent of all television watched will be via traditional broadcast.<br />
  46. 46. TV and web belong together<br />
  47. 47. summary<br />post recession<br />trust, transparency, simplicity, thrift<br />post digital<br />digital is a virtual given<br />new horizon<br />Internet everywhere, seamlessly integrated into life<br />

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