Tekes Place&Space


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Presentation I gave on research I conducted with the Institute For The Future on how wifi changes the consumer behaviors in the urban context.

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  • Tekes Place&Space

    1. 1. Re-inventing Places and Spaces Summary of research collaboration with the Institute For The Future (IFTF) 30.11.2005 Jokko Korhonen, Senior Designer
    2. 2. Satama is a leading digital services company <ul><li>We help our clients do better business online. </li></ul><ul><ul><li>Our 300 experts are specialized in business development, design, and technology. </li></ul></ul><ul><ul><li>Satama’s three service areas are Self-Service services, Interactive Marketing Communications, and Future Services </li></ul></ul><ul><ul><li>Our client-specific teams delivered over 1.000 world-class projects in 23 countries last year. </li></ul></ul><ul><ul><li>Operations are complemented by an effective international partner network. </li></ul></ul><ul><li>Satama is a financially solid, growth-seeking company: </li></ul><ul><ul><li>Market leader in Finland. </li></ul></ul><ul><ul><li>In Europe, we are the leading service provider in our field for the telecommunications sector. </li></ul></ul><ul><ul><li>In 2004 our net sales were EUR 23.6 million, an increase of 10.5% from 2003. </li></ul></ul><ul><ul><li>Net profit was EUR 1.5 million, which is 6.3% of revenues. </li></ul></ul><ul><ul><li>At year-end, our equity-to-assets-ratio was 76.3% and liquid funds were EUR 8.4 million. </li></ul></ul>Helsinki Stockholm Tampere Amsterdam Düsseldorf Turku
    3. 3. <ul><li>Re-Inventing Place and Space Research </li></ul><ul><li>Q2-Q3, 2003 </li></ul>Observation @ Starbucks, Tuesday 18 March, 2003
    4. 4. <ul><li>Background to research </li></ul><ul><li>Research approach and collected data </li></ul><ul><li>Customer profile: Cybernomads 2003 </li></ul><ul><li>Cybernomadic products and services from 2013 </li></ul>Observation @ Starbucks, Tuesday 18 March, 2003
    5. 5. <ul><li>Institute For The Future </li></ul><ul><li>Foresight - Insight - Action </li></ul><ul><li>Identify and evaluate discontinuities that are likely to have major impacts on businesses over the next 3 to 10 years </li></ul><ul><li>Uncovering trends </li></ul><ul><li>Profiling consumers </li></ul><ul><li>Envisioning the future </li></ul><ul><li>URL: www.iftf.org </li></ul><ul><li>Satama has collaborated with IFTF in two research projects </li></ul><ul><li>Global Youth Networks, 2001 </li></ul><ul><li>Re-inventing Place and Space, 2003 </li></ul>Observation @ Starbucks, Tuesday 18 March, 2003
    6. 6. 1980s 1990s 2000s 2010s Source: Institute for the Future Ubicomp
    7. 7. Wireless (wi-fi & cellular) Urban (third places) Re-Inventing Place & Space Research (the non-technical side of ubicomp) <ul><li>Uncovering trends </li></ul><ul><li>Profiling consumers </li></ul><ul><li>Envisioning the future </li></ul>
    8. 8. 2. Change in social institution (family, government) 4. Demand for certain types of invention 1. Technological change (invention, innovation) 3. Change in people’s social philosophy (beliefs, attitudes, and values) Re-Inventing Place & Space Research Wireless, Connectivity, Positioning technologies Research Uncovering trends Understand Profiling consumers Scenarios Envisioning the future
    9. 9. 2. Change in social institution (family, government) 4. Demand for certain types of invention 1. Technological change (invention, innovation) 3. Change in people’s social philosophy (beliefs, attitudes, and values) Re-Inventing Place & Space Research Wireless, Connectivity, Positioning technologies Hot spots in “third” places & wireless users Research Uncovering trends
    10. 11. 1,3 1,3 2,3 Research conducted also in Oulu
    11. 14. P2P B2B portals IRC IM
    12. 15. 2. Change in social institution (family, government) Research 4. Demand for certain types of invention 1. Technological change (invention, innovation) = Wireless, Connectivity, Positioning technologies 3. Change in people’s social philosophy (beliefs, attitudes, and values) Re-Inventing Place & Space Research Understand Profiling consumers
    13. 16. <ul><li>Cybernomads: </li></ul><ul><ul><li>Traverse the physical and digital landscapes </li></ul></ul><ul><ul><li>Develop integrated human-machine relationships and identities </li></ul></ul><ul><ul><li>Make use of distributed technical and social resources for everyday business </li></ul></ul>Cybernomad (2003)
    14. 17. <ul><li>Resources: </li></ul><ul><ul><li>Connectivity, power, devices </li></ul></ul><ul><ul><li>Physical and digital places </li></ul></ul><ul><ul><li>Identity and presence markers </li></ul></ul><ul><ul><li>Trust and reputation systems </li></ul></ul><ul><ul><li>Affinity groups </li></ul></ul>Cybernomad (2003)
    15. 18. Cybernomads and nomads share the operating principle of focal points Economic practices Movement Landscape Social interaction Social organization Relationship to non-nomads ~
    16. 19. <ul><li>Diverse economic relationships to the global economy: </li></ul><ul><ul><li>Knowledge workers (creatives, designers, innovators), service workers, students, and gamers </li></ul></ul><ul><ul><li>Work in the niches and gaps of the global market” </li></ul></ul>
    17. 20. <ul><li>Mobility is planned and systematic: </li></ul><ul><ul><li>Activity, experience, and convenience based </li></ul></ul><ul><ul><li>Contingent on settings, institutions, and people </li></ul></ul><ul><ul><li>Taxonomies of spaces and maps of routes </li></ul></ul><ul><ul><li>Movement supports economic practice </li></ul></ul>
    18. 21. <ul><li>Marginal, scarce resources: </li></ul><ul><ul><li>Physical and digital mobility helps leverage time, social connectivity, inspiration, and attention </li></ul></ul><ul><ul><li>Opportunistic use of time, place and connectivity </li></ul></ul>
    19. 22. <ul><li>Tribal, local, and neighborly: </li></ul><ul><ul><li>Social and emotional proximity shape structure (homogenous groups) </li></ul></ul><ul><ul><li>Scaling relies on affinity of connective nodes </li></ul></ul><ul><ul><li>Persistent tribes </li></ul></ul>
    20. 23. <ul><li>Cooperative and collective: </li></ul><ul><ul><li>Activate social networks to solve complex problems </li></ul></ul><ul><ul><li>Catalyze action (flash mobs) </li></ul></ul><ul><ul><li>Extend personal selves (blogging) </li></ul></ul>
    21. 24. <ul><li>Symbiotic and interdependent: </li></ul><ul><ul><li>P2P computing </li></ul></ul><ul><ul><li>New political action (Dean campaign) </li></ul></ul><ul><ul><li>IP battles </li></ul></ul>
    22. 25. <ul><li>Sensory transformations (going towards a ubicomp world): </li></ul><ul><ul><li>Shifts in sensory perception: see the world differently </li></ul></ul><ul><ul><li>New forms of visual awareness, attention and cognitive processes </li></ul></ul><ul><ul><li>Big social and cultural transformations </li></ul></ul>Cybernomad (2003)
    23. 26. 2. Change in social institution (family, government) Research 4. Demand for certain types of invention Sensory transformations 5. Technological change (invention, innovation) 3. Change in people’s social philosophy (beliefs, attitudes, and values) Cybernomads Re-Inventing Place & Space Research Scenarios Envisioning the future Products and services 2013
    24. 27. Wireless (wi-fi & cellular) Urban (third places) 2013 Topos Chronos Topos Chronos
    25. 28. Wireless (wi-fi & cellular) Urban (third places) 2013 <ul><li>Places Will Be Embedded with Social Narratives </li></ul><ul><ul><li>Anyone can publish information in connection with place </li></ul></ul><ul><li>Places Will Be Multi-Layered </li></ul><ul><ul><li>Places annotated with information evolve multiple layers of identity and meaning </li></ul></ul><ul><li>Places Will Be Customizable </li></ul><ul><ul><li>Access to resources enables people to use place for their own needs </li></ul></ul><ul><li>Places Will Be Subversive </li></ul><ul><ul><li>Accessing information layers leads to emergent interaction between people and environment </li></ul></ul>
    26. 29. Wireless (wi-fi & cellular) Urban (third places) 2013 <ul><li>Information orienteering </li></ul><ul><ul><li>Need tools for accessing and presenting Chronos based information related to place </li></ul></ul><ul><li>Designing personal information flows </li></ul><ul><ul><li>Need to filter all kinds of information according to context </li></ul></ul><ul><ul><li>Need to manage distributed infrastructure of virtual, scattered and fixed resources </li></ul></ul><ul><li>Learning to live with distributed and persistent identity </li></ul><ul><ul><li>Need to manage and monitor communication states </li></ul></ul><ul><li>Setting up camp </li></ul><ul><ul><li>Need to adapt to places socially and technically </li></ul></ul><ul><ul><li>Want to customize places according to personal needs </li></ul></ul>
    27. 30. 2013
    28. 31. 2013 Artifact 1: Mapgeste Personal mobility management tool for navigating physical and digital landscapes of people, places, information and focal points of connectivity. Insights: New technologies make mental maps visible Mobility will be redefined in the new spatial landscape People will increasingly navigate layers of information around place
    29. 32. 2013 Artifact 1: Mapgeste SF Library High Speed Strong Signal 52 current users (max 150) Free Joe’s Cafe Medium Speed Strong Signal 2 current users (max 12) Free Starbucks High Speed Strong Signal 14 current users (max 30) Free
    30. 33. The Starbucks at New Montgomery and Market has WiFi, but if you sit at the northwest table the WiFi from the furniture designer next door is accessible and free. 2013 Artifact 1: Mapgeste
    31. 34. 2013 Artifact 2: E-Song Service (intelligent agent) for aggregating geo-coded stories, music and other information related to a neighborhood and device for listening to them as you move about in the space. Insights: Places will build up layers of social narrative and meaning No place will be a strange place Dead time won’t be dead anymore
    32. 35. 2013 Artifact 3: Wrist-band Device that maps one’s social network by geographic location, displaying location and communication availability and preference at the moment. Insights New technologies will facilitate location-based social interactions Social networks will become visible and persistent Individuals will increasingly visualize themselves as a part of a larger social body Filtering location-based social interactions by degree of social intimacy
    33. 36. Flexible display Highly directional speakers Personal server GPS 4-terabyte digital storage Flexible display Wi-Fi antenna Microphone Control for music player Keypad 2013 Artifact 4: Starbucks Fidelity Jacket Wearable computer that functions also as a “membership card” for loyal Starbuck’s customers that confers benefits when worn at Starbucks: automatic profile recognition and awarding of loyalty points. Insights Technological infrastructure will be integrated into the body A layered infrastructure is evolving (stationary and place-specific, distributed, virtual) Technologies become sociable Global technology infrastructures will diverge (“fractured ubiquity” - US centric view)
    34. 37. Large flexible display New York Times wireless reader 2013 Artifact 4: Starbucks Fidelity Jacket
    35. 38. 2013 Artifact 5: Simoleans Coupon worth 1,000 Simoleans, the currency for the virtual economy in the massively multiplayer game (MMP), The Sims Online, embedded with RFID tag for easy transfer and exchange in the retail physical world. Insights Virtual and real economies will become increasingly intertwined MMPs provide important social environments MMPs will become important channels to reach consumers
    36. 39. 2013 Artifact 6: Business Card Business address on the card is a commuter train where the owner of the card works as a language instructor… Insight Technologies will further facilitate repurposing of place and space People will manage a palette of workplaces
    37. 40. 2013 Artifact 6: Business Card
    38. 41. Business Implications <ul><li>A new spatial landscape for conducting business distributed across a fused digital–physical space </li></ul><ul><ul><li>Opportunity: new types of consumer interactions and new sets of needs </li></ul></ul><ul><li>A new social platform for interacting with customers, suppliers, and partners </li></ul><ul><ul><li>Opportunity: new channels and contexts for communicating with customers, partners and employees </li></ul></ul><ul><li>A new framework for value exchange using P2P networks, personal production, and social networks </li></ul><ul><li>A host of new roles for businesses, workers, and consumers in the niches of the Urban landscape </li></ul>
    39. 42. Product and Service Visioning Concepts for Suunto Now: Measuring (precision) Storing (wires) Sharing (Suuntosports.com) Its about being in Control (performance) Future: Sensing (fuzziness) Updating (wireless) Presence (social networks) Its about Flowing (lifestyle)
    40. 43. Product and Service Visioning Concepts for Suunto Within 1 year 1-3 years 3-5 years Beyond 5 years Services & Products Suunto Geo-coded Blogs Suunto Channel Suunto Urban Navigation Instrument (1G concept) Suunto Display And Wireless Gateway Instrument (2G concept) Suunto Wireless Gateway Instrument (3G concept) Experiences in places Technologies become sociable
    41. 44. INFORMATION ABOUT REALITY INFORMATION FOR REALITY INFORMATION AS REALITY Influence of information in overall experience Ubiquity Topos Chronos
    42. 45. Thank You! [email_address]