Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1
1
Confidential © 2015
SXSWBitesThe best of SXSW 2015 made easy to digest
Confidential © 2015
2
2
Confidential © 2015
Every year, thousands of geeks, innovators,
marketers, techies and celebs flock to Austin,Texas
to ...
3
3
Confidential © 2015
While the memories of breakfast migas are always at
the top of the list, we’ve had time to take in ...
4
4
Confidential © 2015
The big
themes
5
5
Confidential © 2015
THEME #1:
Just one week after the City of Austin lifted bans on both
Uber and Lyft to provide servi...
6
6
Confidential © 2015
THEME #2:
It’s no surprise that there were over 70 sessions focused on
the Internet of Things, as i...
7
7
Confidential © 2015
THEME #3:
This has been a consistent point of discussion at SXSW, and
throughout the industry in ge...
8
8
Confidential © 2015
THEME #4:
Tech continues to impact the evolution of the sports, fashion,
and food industries. A maj...
9
9
Confidential © 2015
THEME #5:
Damn the robots!!! SXSW never fails to disappoint and yes,
there was a “Stop the Robots!!...
10
10
Confidential © 2015
Technologythat
amazedus
11
11
Confidential © 2015
Break out
apps,
wearables
& attention
grabbing
technology
12
12
Confidential © 2015
Princess Reema's mission to empower Saudi women was a
compelling one. She is leading the charge i...
13
13
Confidential © 2015
3/25/15
3/25/15
Thanks!Thanks for taking the time to read our little bite out of SXSW. If you’d
l...
Upcoming SlideShare
Loading in …5
×

SXSW Bites 2015

6,663 views

Published on

Learn about the trends and interesting bits of insight and knowledge that iris Worldwide picked up on during SXSW 2015.

Published in: Technology, Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

SXSW Bites 2015

  1. 1. 1 1 Confidential © 2015 SXSWBitesThe best of SXSW 2015 made easy to digest Confidential © 2015
  2. 2. 2 2 Confidential © 2015 Every year, thousands of geeks, innovators, marketers, techies and celebs flock to Austin,Texas to get a glimpse into the future from tech oracles who to prophesize on the trends of tomorrow. Soothsayers aside, SXSW Interactive completed its 22nd year (SXSW started in 1987) and is still delivering on its mission to bring together the brightest minds to share and learn about Creativity, Innovation and Inspiration. This year, we saw a larger crowd and increased corporate presence, some who did it really well and others that missed the mark.There was no shortage of big names to fill the stages from Eric Schmidt, Chairman of Google, to Biz Stone, founder of Twitter, while start-ups and young innovators delivered equally on inspiration and excitement. There was significant buzz around AeroMobile and Meerkat, companies we definitely expect to see more from in the near future.
  3. 3. 3 3 Confidential © 2015 While the memories of breakfast migas are always at the top of the list, we’ve had time to take in all of the other amazing things we digested over the long weekend to provide you with our reflections. There is so much to be inspired by when generating strategies and ideas for brands. It’s interesting to see, year after year, despite the heavy emphasis on what’s new and emerging in tech and digital, that humanity continues to breakthrough.This juxtaposition between the ability to advance technologically but still connect as humans provided a refreshing, yet subtle undertone to the summit. We walked away excited for the opportunities to fill in the gaps that exist between the burgeoning advancements in bionics, artificial intelligence, gamification, encryption, wearables, augmented reality, and all of the things that don’t even have a trendy name yet.. There’s no longer a question around technology and its ability to transform, but one of authenticity and approach, or in other words, the why and how. It’snotaboutifandwhen,butwhyandhow TAKE A LOOK INSIDE AT SOME OF OUR BIGGEST TAKEAWAYS AND WHAT THEY MEAN FOR BRANDS.
  4. 4. 4 4 Confidential © 2015 The big themes
  5. 5. 5 5 Confidential © 2015 THEME #1: Just one week after the City of Austin lifted bans on both Uber and Lyft to provide services to the local airport, both companies shared their thoughts and reflections on the peer-to-peer economy. Bill Gurley, a San Francisco based VC who has investments in GrubHub, OpenTable, Zillow and Uber, made a particularly insightful comment that was reflective of the changing time. When speaking with Malcom Gladwell, he noted, that, “millennials see cars as utility, not luxury”. A new generation is growing up and the extent of their power and tastes are becoming increasingly apparent. We have to create new ecosystems and business models that create opportunities for utilization that have not existed before. While Uber, Lyft, and Airbnb are more established, we did see some new applications of the model emerge in ThreadFlip, Reverb, and DogVacay. The Shared Economy: Transportation, New Models, and Policy As people continue moving into cities, climate change continues to impact natural resources, and the global population continues to age –our current system will continue to fall short while peer-to-peer solutions will provide one model for relief, both economically and socially. Think of the impact car sharing has had in such a short period of time –we’re excited to see what the 2.0 version brings. What does this mean for brands? In terms of disruption, mobile technology is the lowest common denominator that has helped to enable an economy of “now” and make the reality of on-demand present. For brands, it will become increasingly challenging to retain the loyalty of customers due to the commoditization of convenience, time, and cost. Millenials see cars as utility, not luxury. - Benchmark’s Ben Gurley“ “ 5
  6. 6. 6 6 Confidential © 2015 THEME #2: It’s no surprise that there were over 70 sessions focused on the Internet of Things, as it’s the most buzziest of buzz words at the moment. With no company or brand owning the category or marking out any clear territory, this growing field will be fun to watch as it matures. While the future is unpredictable, what is certain is that the Internet of Things will provide marketers with new data management challenges as well as create a demand for more sophisticated systems, interconnected platforms and intuitive connections.The end goal, like all great digital challenges, is to have the technology disappear from the consciousness of the user and provide a seamless experience where reality and digital blend into one. The internet of things The SXSW Trade Show, with nearly 500 forward-thinking exhibitions, presented itself like a giant Internet of Things science fair, where large corporations were rubbing shoulders with mobile content providers, product designers, start-up ventures, and even NASA. How long the experimentation period lasts or how this growing phenomenon may take to make its way into mainstream remains to be seen. What does this mean for brands? This is the next era of computing that will impact the full stack of technology, from infrastructure to data science to social media. Opportunities will continue to mature as applications are applied to home, community, transportation and eventually nations. 6
  7. 7. 7 7 Confidential © 2015 THEME #3: This has been a consistent point of discussion at SXSW, and throughout the industry in general, over the last couple of years. And while it feels odd categorizing this as a “trend”, it remains a constant topic because progress seems to be slow. Refreshingly, this year marked the most women as speakers, panelists, and in attendance than any year past, and let’s not forget the SXSW “Girls Only” lounge was a first. The list of diverse and impactful female voices heard this year included keynote speaker Princess Reema Bint Bandar Al-Saud of Saudi Arabia who spoke about her mission to empower and employ more female sales associates in her department store despite the cultural lines she was crossing, which ended up increasing her overall sales. Other speakers Women and technology like Katrina Lake, CEO of fashion start-up Stitch Fix, and Megan Smith, White House's Chief Technology Officer covered a range of topics including tenets such as: mentorship, empathy, greater flexibility, providing more STEM work in elementary schools, and introducing coding to those as young at 10 years old. At the end of the day, two prevalent issues were addressed: removing the gender bias from the workplace, and providing opportunities for women (and minorities) to get involved in the industry at an earlier point. What does this mean for brands? Improved engagement with ALL people will allow brands to increase their reach and sell-through.The sheer magnitude of these combined groups represent a growing force which translates to buying power.Those that do not adjust will be left behind. 7
  8. 8. 8 8 Confidential © 2015 THEME #4: Tech continues to impact the evolution of the sports, fashion, and food industries. A major theme around connecting sport and entertainment assets with their fans came up often. It even felt at times like half the NFL, MLS and NBA had turned up in Texas with tales of how they’re reducing the functional and emotional gap between the franchise and the fan –all signs of increased interest and value for customers and brands. We saw how augmented reality was being used to train English Premier League future footballers by allowing them to review plays and improve their positioning. Players both on and off the field are finding ways to bridge gaps and tell stories that present a positive opportunity for marketers, reports, and brands alike (think Russell Wilson and Barney’s). Sports, fashion and food On the fashion front, there was no lack of presence of the latest gear and wearables, including (although noticeably subdued) chatter about the Apple Watch.The line between fashion and tech continue to blur and we expect to see more in the ways of new use of tech in fabrics, to constant presence on the catwalks of Fashion Week. From the Food and Experiential Dining front, we heard talks about the future of dining, agri-tech, food systems, data, and ecosystems, but talks and sessions still fell flat, signaling that the industry is ripe for disruption and hasn’t quite figured out what do with technology. What does this mean for brands? It is clear that there is still space to grow. The name of the game is matching value proposition with technology and marrying that proposition with brand positioning to deliver something unique and distinct.The sports industry is doing the best job at the moment by utilizing tech to provide real training benefits to their players and tangible emotional benefits to their fans. With wearables in fashion on the rise, it’s likely we will see the industry saturated over the coming years with tech forward collections, lines and even brands. 8
  9. 9. 9 9 Confidential © 2015 THEME #5: Damn the robots!!! SXSW never fails to disappoint and yes, there was a “Stop the Robots!!!” protest that was later exposed to be a marketing scam for a dating app. However, they did raise a good point with a clever poke at the prevalence of AI, speaking to the danger of letting too much technology into our lives, i.e. we want AI to help but not replace human feeling and thought. The premise that neuroscience can be mastered and replicated is an ongoing debate and remains to be conquered. Martine Rothblatt, CEO of United Therapeutics, spoke about her book, “Virtual Reality:The promise and peril of digital immortality”, where she carefully examines cyber- consciousness and the ethical issues associated with AI. In a related vein, big data continues to grow bigger with a proliferation of vendors who are pushing the latest frontiers Pushing boundaries: ai, Big data & Privacy of data and analytics. But despite the ability to capture and process data in real-time, computers haven’t quite nailed the ability to decipher meaning, and there still exists a need for humans to engineer meaningful stories and experiences for consumers.This was explored from many different angles, but most had an eye on what it takes to optimize cut-through and share-ability. Finally, the war against (or for) privacy continues to wage on. Although Snowden didn’t headline this year (he still had a private video with a group of invited privacy campaigners and technology experts), scientists, technologists, and policy wonks all wrestled with tough questions about the balance between privacy and accessibility. What does this mean for brands? There is a natural friction that exists between the field of data. The open dialogue in between the data exchanges that happen between business and consumers is a fragile relationship that can only be maintained through transparency, authenticity, and appreciation for the human condition. As our digital literacy grows, it will be the responsibility of the brand to take their customers along with them and make the experience a positive one. 9
  10. 10. 10 10 Confidential © 2015 Technologythat amazedus
  11. 11. 11 11 Confidential © 2015 Break out apps, wearables & attention grabbing technology
  12. 12. 12 12 Confidential © 2015 Princess Reema's mission to empower Saudi women was a compelling one. She is leading the charge in her department stores to create more job opportunities for women in Saudi Arabia, creating an environment that will sell more product. She is an example of living a passion and translating it to a compelling vision. There was a heart at the heart of the business objective. Several of the sessions explored the intersection of social, UX, and content. What was reinforced was that it is getting harder and harder to expect the customer to pay full attention. Share of Wallet is now being shifted to Share of Attention, where instead of a 60 second commercial, we are now down to a six second Vine or Meerkat stream via twitter. Being creative and knowing how to engage your audience, encourage participation, and drive connection is the only way to stay ahead of the game. Our brains have rewired to optimize for locating things rather than remembering. Data driven marketing, predictive analytics, and digital connectivity are providing the means to understand the mind of the consumer, but there is a more compelling force that is driving habits. Whether it be the New York Times sharing how they curate news to drive trust or Patagonia‘s CEO sharing her transparency agenda on better business, it is clear that authenticity, transparency, and honesty will triumph over the fragility of the interconnected digital state by which we exist. Our Top 3 Key Lessons for Brands: 3Always be authentic1Believe in something Bigger than your Bottom line 2Attention is the new currency
  13. 13. 13 13 Confidential © 2015 3/25/15 3/25/15 Thanks!Thanks for taking the time to read our little bite out of SXSW. If you’d like to know more, or arrange a session to dive into the content and trends in more detail, then please email Sarah Aitken, CMO, Americas–sarah.aitken@iris-worldwide.com www.iris-worldwide.com @irisworldwide http://irisundertheinfluence.com

×