Session 6 - May 30, 2018 (https://theiosummit.com) Video available at https://vimeo.com/album/5239262/video/274196379 A year after the 10th anniversary of the launch of the original iPhone, it is clear that while mobile has disrupted nearly everything, we’re just getting started. What happens at the intersection of mobility, artificial intelligence, conversational interfaces, IoT, and more? How should brands be thinking about innovation in this new complex environment? How do we separate the parlor tricks from the paradigm shifts? Jeremy Lockhorn, mobile lead at SapientRazorfish, shares his point of view on where we (as an industry) have been in mobile - and where brands need to go next. Bio: Jeremy Lockhorn has served a wide variety of roles during his 20-year tenure at SapientRazorfish. The common thread is a focus on what’s next – helping the company and its client base find, understand, and take advantage of the next wave of technology. With one foot grounded in today (and a focus on mobility, apps, and related tech), he partners with other innovation leaders across the company to uncover important trends, develop partnerships with established companies and startups alike who are defining what’s next, and bring those insights back to the company in the form of education, evangelism, ideation partnership, and more. He has been a trusted advisor to brands like Expedia, Nike, Best Buy, Citi, MillerCoors, Microsoft and more. He calls Seattle home but is just as likely to be found in seat 16C on an Alaska Airlines flight. ================= Subscribe to InsideOutside.io (https://insideoutside.io)

1. Welcome to the
fourth industrial revolution
M A Y 2 0 1 8
Jeremy Lockhorn
@newmediageek

3. Le vingt-neuf juin, deux milles sept

4. June 29, 2007

6. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 6
In the 10 years since, everything has changed.

7. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 7
Mainframe PC Internet Smartphone
The smartphone is just the latest in a series of disruptive computing technologies

8. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 8
Industry 1.0
Agriculture
Industry 2.0
Industrial
Industry 3.0
Information

11. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 11
Industry 1.0
Agriculture
Industry 2.0
Industrial
Industry 3.0
Information
Industry 4.0
Connected Intelligence
We are at the beginning of the most transformative revolution ever

12. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 12
How do we – as business leaders – prepare to
navigate this era of connected intelligence?

13. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 13
4 T H I N G S
1 Friction = unacceptable
2 Instant à clairvoyance
3 Inconceivable à commonplace
4 Humans + machines

14. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 14
Friction becomes unacceptable

15. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 15

16. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 16
Load time required to reach peak conversion rate …

17. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 17

18. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 18

19. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 19
It takes 3 hands to pay

20. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 20
Avg Checkout has 23 inputs

21. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 21
Use as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
5-Field Checkout

22. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 22

23. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 23
Spanish auto manufacturer SEAT demoed a
new way to configure a car. The system
reads biometrics while you view a series of
video clips, and extrapolates your
preferences based on reactions.

24. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 24
Eliminate all sources of friction
in your customer’s journey

25. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 25
Instant gratification yields
to clairvoyance

26. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 26
Google APIs for address
auto-complete and
contextual awareness

27. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 27
Hertz Proof of Concept at MWC:
Showcased mobile and IoT integrations. The vehicle automatically adjusts the seat
and mirrors to your preferred positions, syncs your music, accesses your itinerary via
Tripit (and plots routes), and more. Automatically pay for fuel and parking without
swiping a card.

28. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 28
UBS Planet Art learns what
kinds of content users want
through both explicit and
implicit choices. It then uses AI
to predict the content users will
want next.

29. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 29
Personal Information Management Systems (PIMS) are now a thing. These three
startups offer various ways to monitor, manage, and ultimately share the data you
generate online.

30. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 30
Prepare to predict –
or become obsolete

31. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 31
Previously inconceivable
experiences will become commonplace

32. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 32
Alexa, turn on
movie mode.

35. 35

36. A B R A I L L E R E A D E R R E I M A G I N E D
F O R T H E F U T U R E

38. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 38
Customers will expect magic;
don’t give them parlor tricks

39. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 39
Humans and machines will interact
and collaborate in entirely new ways

40. 85%Of customer relationships will be
managed by virtual assistants
Source: Gartner
… and, the average person will have more
conversations with bots than their spouse.

41. “Okay google, find me
a recipe for grilled
pizza.”

42. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 42

48. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 48
SAGRADA FAMILIA :
Construction began in 1882.
It is now 70% complete.
Goal is to complete by 2026.

54. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 54

55. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 55
Embrace machine collaboration
for your enterprise and your customers

56. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 56
4 T H I N G S
1 Eliminate all sources of friction
in your customer’s journey
2 Prepare to predict –
or become obsolete
3 Customers will expect magic;
don’t give them parlor tricks
4 Embrace machine collaboration
for your enterprise and your
customers

57. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 57
Iconography credits
All sourced via The Noun Project
• Smartphone by DesignNex
• Commonsense Reasoning by H Alberto Gongora
• Virtual Reality Goggles by Lloyd Humphreys
• wearable by Laymik
• voice by Gregor Cresnar
• Amazon Echo by Sarah Stenseng
• Refrigerator by Eulim Sull
• lamp by Eulim Sull
• Self Driving Car Sensor by Berkah Studio Smart TV by
Gregor Cresnar
• Consumer behavior by Eucalyp
• Microchip by Ker’is
• Energy by Rudez Studio
• Brain by Vectors Market
• Lightning Bolt by Mooms