This presentation is based on chapter 5: 'Gutenberg is a moblogger' of the book No Straight Lines: making sense of our non-linear world.

1. AN INTRODUCTION TO
THE MOBILE SOCIETY

2. This presentation for Hyper Island
Masterclass is based upon the book
No Straight Lines: making sense
of our non-linear world
Amazon UK: Paperback and Kindle
http://ht.ly/9YVC6
Amazon US: Paperback: http://ht.ly/9YVRT
Amazon US: Kindle: http://ht.ly/9YW0i
Open Access book:
http://read.publification.com/b/no-straight-lines
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

3. Requiem for the phone box
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

4. When technology becomes successful,
it becomes ubiquitously invisible and so
our mobile devices become our
personalised remote controls for life.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

5. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
The challenge:
Be realistic imagine the
impossible
paris 1968

6. Transition
Transition
[is weird]
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

7. From a mass media society to
a networked society
Mass media society: People atomized and only
connected up to each other via mass media
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

8. the death and life of eco-systems
the emergence of a new system
trailblazers
collapse of system
hospicing
of old system
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

9. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Overwhelmed by complexity

10. #nhs
#sovereign debt
#phonehacking
#pensions
#nokia #kodak
#identity
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

11. complexity
Organisation Social
Organisational, social,
economic change
complexity
complexity
Economic
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

12. An ambiguous world
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

13. System Upgrade
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

14. the Human- OS
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

15. What does
technology
want
?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

16. OPPORTUNITY
FREEDOM
EMPOWERMENT
MUTUALISM
DIVERSITY
EFFICIENCY
INDEPENDENCE
BEAUTY
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

17. A connective
communications
membrane wrapping
itself around
the earth
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

18. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Me, We. Jung re-wired
for the 21st Century

19. Ali’s shortest poem
“Me We”
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

20. “Cooperation is the
foundation of human
development, in that we learn
how to be together before we
learn how to stand apart”
erik erikson
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

21. knowable communities
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

22. Identity is deeply networked
& interwoven
| www.no-straight-lines.com | making no straight lines introduction|2011 |
alan moore | www.smlxtralarge.com | sense of our non-linear world 2012

23. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Communication ?

24. Communion
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

25. [Communion]
Co-created culture
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

26. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Participatory cultures

27. POWER
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

28. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

29. When you get
institutional failure, people
learn to get what they need
from each other
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

30. alan moore | www.smlxtralarge.com | no straight lines introduction 2012
A technological revolution…

31. …or, a social one?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

32. In the classrooms of our schools,
In the waiting rooms of our hospitals,
On the floors of our factories, and, in our
villages, towns and cities we are no longer
content with the current status quo and we
How can we?
are asking not what if – but…
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

33. The ‘WHAT’S NEXT’…
How do we design better for
societies, organisations, and
commerce – all at the same time?
Social Organisation
NEW
Economic
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

34. O S
E
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

35. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
principles
6
To a best possible future
challenges

36. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
[1]
Ambiguity
Learning
to deal with
an uncertain
world

37. What does mobile mean?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

38. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

39. A converged eco-system
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

40. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

41. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

42. The 6 Laws of Mobile
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

43. 1. Value over culture
Interaction, Entertainment,
Expression, Transaction.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

44. 2. The law of the ecosystem
Roles of all players must
remain in collaborative
Balance
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

45. 3. The empowering nature of mobile
A remote control for life
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

46. 4. The value of time zones
“In-Between-Time”
“Golden Time”
4. The value of time zones
“In-Between-Time”
“Golden Time”
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

47. 5. Mobile-specific business models
are essential
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

48. 6. The future is simplexity
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

49. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

50. Refined data the black gold of the
21st Century
Alex Pentland, director of MIT’s Human Dynamics
Laboratory, “Using location data, I can say a lot about the
music you like... for example, your financial risks.”
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

51. The
philosophy
of
Swiss
Roll
making
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

52. Understanding Social Networks, through data analytics
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

53. Understanding different but important roles in a social network
provides deep insight into your customers
53
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

54. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

55. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Mass customisation

56. Recommendation engine, usage based,
data fed
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

57. Curation of content, packaging
of content, filtering and sense
making
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

58. Ubiquity = Everywhere
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

59. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
[2]
Adaptiveness Creating,
Collaborating,
Critiquing,
Communicating

60. The ‘WHAT’S NEXT’ for FASHION
How do we: create an €83m
business selling fashion
accessories throughout Japan
without a single retail store?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

61. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

62. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

63. Designing for time zone needs
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

64. stretching and blending time
Activities during the day, but most product purchases between
10pm and 2am
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

65. 45% response rate
€83m revenues in 2008
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

66. Business foundations 4C’s
commerce
connectivity culture
community
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

67. Why is GIRLSWALKER
relevant to you?
1. Business as a platform
2. Business as an eco-system
3. Blended reality
4. Data – designing with data
5. Mass customisation = shopping satisfaction.
6. Participatory cultures
7. Need to belong to tribes: self-expression, self-esteem,
fashion knowledge, peer group recognition,
8. Value is created not only in the purchase of goods it is co-created by the
Girlswalker community.
9. 4C’s: commerce, culture, community, connectivity
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

68. Why is GIRLSWALKER
relevant to you?
1. Traditional fashion retailers believed the founder of Girlswalker would never make
a single yen from trying to sell fashion in this way.
2. Dangers of fixed orthodoxies that mean organizations cannot see new
opportunities – they stay ambiguous.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

69. Making business through transparency
of data
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

70. My Yoad?
Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile
information and consumer lifestyle preferences for use as an
interface between companies determining whether to send a
highly relevant commercial communication to that person
(normally to their mobile telephone). [orig. unkn.]
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

71. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
who owns my YOAD?

72. Qustodian innovating with communities
of passion, with data, with technology,
& revenue models – Exhibit [a] Atletico
Madrid. http://uk.qustodian.com/
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

73. Business for the second
screen
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

74. Why is QUSTODIAN relevant
to you?
1. Disruptive 30% revenue share with members
2. Transparency over data – YOUR DATA – YOU OWN IT
3. Built on transparency
4. Pull not push
5. More valuable service (value over culture)
6. A means to continue long form communication around particular topics – smart
media matrix
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

75. The ‘WHAT’S NEXT’ for LITERACY
How do we enable people in
villages in Africa and around the
world to get access to knowledge,
to books and information that
empowers them that is easy and
affordable?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

76. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

77. • Battery life up to 4 weeks on 1 hour charge
• 3,500 books in every child’s hand
• 60-second access to 700,000 books
• GSM-based, near-zero distribution
costs
• Most effective delivery system
• A platform for choice
• Reading shifts from supply-constrained
to demand-based
• First-world technology applied to
developing world problems
• Low power consumption
• Simple and durable as a cell phone
• Technology improves; costs decline
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

78. Experience of students
• Students are using e-reader extensively
in and out of school
• Downloading significant and varied
amounts of free and sample books
• Taking care of e-reader. 99% return rate
• Demand for more books
• Demand for more genres of content
– Religion, music lyrics, crosswords, quizzes,
poetry.
alan moore | www.smlxtralarge.com | no straight lines introduction 2012

79. Why is WORLDREADER
relevant to you?
1. Designing for the needs of local cultures and customs
2. Designing for universal access
3. Understanding capability of technology - kindle / mobile enabled
4. Creating and crafting access
5. Blending these together to evolve relevant and effective cost effective eco-system
6. Amazon / Random House / Worldreader (new organizational combinations)
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

80. The ‘WHAT’S NEXT’ for POVERTY
How do we enable 2bn + people
in poverty to increase their
earnings from $2 to $4 a day by
using mobile communications
technology?
alan moore | www.smlxtralarge.com | no straight lines introduction 2012

81. txteagle
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

83. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

84. Why is txteagle
relevant to you?
1. Mobile as a work / payment platform
2. Changes the way we think about organisations
3. Connecting up to the global economy
4. Why cant we use this in other places that face poverty
5. Small amounts of money make big difference
6. 6M+ people in the UK do not have access to a bank account, 2 million
unemployed, Spain has 30% unemployment – so why cant we use it here?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

85. Deconstructing organisation
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

86. Open
The default setting is
[3]
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

87. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

88. The ‘WHAT’S NEXT’ for CRISIS MANAGEMENT
How do we rapidly build a platform that can
take eye witness accounts of atrocities and
crimes against humanity and deliver this
information as text, pictures, eyewitness
accounts, with geo-location and time tagged
data to help build a comprehensive story of
an unfolding crisis – with no money, no time
and no infrastructure?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

105. Why is USHAHIDI relevant
to you?
1. Literacy of Open Innovation – enabled by Open Source and Open API’s of different
platforms – ability to build on the work of others – modify and create
2. Human-OS – motivation of human beings to respond and engage with a cause
3. Rough consensus running code – constant iterative improvement
4. Blended reality
5. Read / write platform
6. New organisational capability
7. Constraint of design fuels innovation
8. Data
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

106. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Assets & Access in the cultural sector

107. the
cultural
organisation
assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge:
curators
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

108. the communities
cultural of
organisation interest
assets
Rolling Exhibitions Public
Permanent collections Corporations
Archives Universities/ academia
Lots of stuff in storage Business
Implicit Knowledge: Other museums / cultural
curators institutions
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

109. the communities motivation
cultural of
organisation interest
assets
Rolling Exhibitions Public Money
Permanent collections Corporations Pleasure
Archives Universities/ academia Self improvement
Lots of stuff in storage Business Status
Implicit Knowledge: Other museums / cultural Professional information
curators institutions
Inter-related
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

110. Bundle:
create bundles of products and services
Data driven:
Amazon data architecture – recommendation
engine, Apple genius and iTunes, personalisation
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

111. Creating access to assets
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

112. ‘digital curator’
the expertise of heritage institutions is a
value proposition used to generate income.
Customer groups:
consumers, academics researchers, business
professionals.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

113. ‘digital curator’
digital services centred on the collection materials.
‘refined’ metadata, like specialist background
information on a collection, or digital teaching
packages.
Archives offering courses to archive researchers,
including novices.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

114. Tate Britain online courses £20 on artists’techniques and
methods (www.tate.org.uk/learnonline).
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

115. Archives: traditional view
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education,
Culture and Science 2010
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

116. Archives as a platform
Archives offering courses/services to archive researchers, & other communities of
interest. Note cultural org now a platform creating new access around its assets
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture
and Science 2010
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

117. Why is THE MUSEUM relevant
to you?
1. The organisation as a platform
2. Creation of new assets
3. Access to those assets
4. New business and revenue models
5. Achieve this and everyone loves you!!
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

118. [4]
Participatory cultures
& tools
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

119. Ryoji Kaneko is always
looking for work
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

120. Help
Networks –
the buying
and selling of
time
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

121. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

122. Identity Reputation scoring
Recommendations schedule
fees
proximity
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

123. The ‘WHAT’S NEXT’ for PUBLISHING
How do we craft book reading to
be participatory & disruptive &
valuable in a browser format?
alan moore | www.smlxtralarge.com | no straight lines introduction 2012

124. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

125. Browser based participatory reading
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

126. The ‘WHAT’S NEXT’ for ADVERTISING
How do we create advertising so
good people want to be part of it
and create it?
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

127. Launching a
crisp brand
into the
Japanese
market

129. Communities of interest & the
economics of sharing
Producer,
co-creator
consumer
evangelist
org+
values
passions
needs
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

130. Business foundations
commerce
connectivity culture
community
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

131. Why are are OTETSUDAI
networks, NSL book, TOHATO
relevant to you?
1. The crafting of cooperation for different reasons and different needs
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

132. [5]
Craftmanship
The maker of civilisation
the development of new
insight, technique and
creativity
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

133. Innovation in banking by creating a
connective tissue through the mobile web
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

134. Banks fail to meet customers’ expectations
Trust gap with public.
“ I have tried Bank of America.
Um, no. Never again. 35$
overdraft charges? What?
Antiquated legacy technologies make
Customer service telling me
innovation difficult. that the balance shown online
is not the most up-to-date?
Commoditization driving customer I've had a lot of issues with
apathy. Bank of America...It
is absurd that they take
advantage of us.
PFM entrants lack transactional
relationship with customers. – Josh B.
beta invitee
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

135. Real-time processing to close the engagement loop
With real-time and mobile, customers
can engage more closely with their
finances.
Categorize and label expenses on-the-go.
Understand the impact of spending
decisions on goals in real-time.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

136. Goals and Safe-to-SpendTM
Goals enable customers to
automatically save for future
events.
Safe-to-Spend automatically
calculates the customer’s
spending cushion.
“Cruise control for your
money.”
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

137. Goals enable relevant offers
Customer Goals are a very
strong predictor of purchase
intent.
Goals allow companies to
engage prospective customers
with the right offer at the right
time.
Context sensitive: desktop,
tablet, smartphone.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

138. [6] Epic:
seek epic wins
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

139. How do we create a service to
better manage people’s chronic
health care? Reducing; wrong
diagnosis, over prescription of
drugs, clogging up hospitals and
specialist time.
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

140. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |

141. It is because of specialization: the power
of modern medicine is also the powerlessness
of professionals
Only the patient has enough information
to co-ordinate care across specialists
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

142. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Sharing data increases safety, sharing data saves
clinical time, sharing data is a process

143. | www.no-straight-lines.com | making sense of our non-linear world | 2012 |
Detailed explanations for patient save
clinician’s time

144. Why is PATIENTS KNOW BEST
relevant to you?
1. Designed as a platform
2. Designed for sharing data and information
3. Truly empowering patients
4. Designing for individual and participatory learning
5. Platforms and open source technology
6. Better much better does not necessarily cost the earth
7. Sustainable and highly effective
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

145. Embracing ambiguity
NSL MODEL
FOR
TRANSFORATION
Designing for the ‘Human OS’
Learning to be adaptive
The almost
forgotten art
of
Craftsmanship
dynamic
resonant
system
Participatory cultures and tools Openness is resilience
| www.no-straight-lines.com | making sense of our non-linear world | 2012 |

146. www.no-straight-lines.com
Making sense of our
non-linear world
@alansmlxl