The document discusses the evolution of perception, comparing the Cambrian explosion of life to the 'birth of the digital eye', symbolizing a new way to interact with and understand our surroundings through technology. It highlights the transformative impact of digital tools, especially in enhancing our awareness and engagement with the objects around us, while also introducing concepts of camouflage and societal spectacle. The author suggests that we are at the beginning of a new evolutionary phase that challenges traditional perceptions, urging listeners to embrace change and explore the possibilities beyond societal constraints.

1. The Birth of the Digital Eye
The Birth of the Digital Eye
April 19th 2011
Mobile Convention Amsterdam
Raimo van der Klein
© 2011, Layar Confidential and Proprietory

2. Raimo van der Klein (1973)
Product Marketing Manager - Nokia Networks
Key Account Manager - Nokia Mobile Phones
Principal Innovation Manager - KPN Mobile Consumer
“ZZP’er” working on Mobile at NOS
Chairman/Co-founder Mobile Monday Amsterdam
Co-founder SPRXmobile
CEO/Co-founder Layar
© 2011, Layar Confidential and Proprietory

3. Disclaimer
© 2011, Layar Confidential and Proprietory

4. This is a wake-up call
© 2011, Layar Confidential and Proprietory

5. 550.000.000 years ago a period started
called the Cambrian explosion
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6. Life on earth exploded in all it’s infinite variety.
The “Big Bang” of biology
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7. What caused this explosion of life?
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8. Organisms were blind before this period.
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9. Then the first organisms started to see.
It changed the game forever.
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10. Switching on the light.
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11. © 2011, Layar Confidential and Proprietory

12. What am I looking at? Resource? Risk? Prey?
What is the relation with the “object”.
© 2011, Layar Confidential and Proprietory

13. Consumer - Resource interactions changed.
Predation exploded.

14. Prey also adapted.. Avoiding detection..

15. Avoiding attack

16. Grouping as a form of defense.
Avoiding capture.

17. Conclusion:
Next to the explosion of diverse
life, eyes also changed the way
we relate and interact with the
objects in our context.

18. Back to now...

19. Our relation with the objects around has changed the
last decades. Media, products, advertising, content..

20. We are blinded again. Not able to see
through the “spectacle”.

21. The Spectacle
"In societies where modern conditions of production prevail, all of life
presents itself as an immense accumulation of spectacles. Everything
that was directly lived has moved away into a representation. "
— Guy Debord

22. Enter Technology!

25. © 2011, Layar Confidential and Proprietory

26. We are witnessing the birth of the “digital eye”.
The most powerful sensor yet. It will only take one generation..

27. A very first version of this “Digital Eye” is in your pocket
right now.

28. We see deeper levels of reality of the objects around us.
Creating Transparancy. It makes us see beyond the Spectacle.
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29. The web is it’s (digital) light source.. Shining knowledge on
all objects. We can see the digital reflections in daily life.

30. It makes us stand still and have a deeper relation with the objects in our
space. We just are with the objects. Triggering a learning experience.
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31. WTF? Wait
a minute.
Changing the consumer - resource interactions
with the objects around ONCE AGAIN?
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32. Which again, like 550 million years ago, exposes
the predators. Hello little predators..
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33. Nike Mc Donalds
BP
Marlboro L’Oreal
CBS Outdoor
Apple Procter& Gamble Gilette
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34. Digital eyes everywhere.
EVERYWHERE!

35. © 2011, Layar Confidential and Proprietory

36. Time for counter measures..?
Avoid detection, avoid attack and avoid capture.

37. Computer Vision Dazzle
an unobvious style of camouflage because
its eye-catching patterns and colors draw
attention instead of hiding from it. As
decoration, CV Dazzle can be boldly
applied as hair styling or makeup, or
together in combination with accessories.
As camouflage, this facial markup works to
Avoid detection. protect against automated face detection
and recognition systems by altering the
Modern camouflage contrast and spatial relationship of key
facial features. The variations are limitless.
© 2011, Layar Confidential and Proprietory

38. Insta-grouping. Avoid capturing.
Aggregating our opinions to counter attack.

39. Don’t mess with me. I have 1.000.000+
followers on Twitter. Avoid attack.

40. Expect to be “attacked”.

42. the leak
in your
hometown
by
Mark Skwarek
Joseph Hocking

43. We are at the beginning of a
new evolutionary rat-race

44. So.
Space is not exclusive
The Spectacle will be jammed.

45. I know you're out there. I can feel you now. I know that you're afraid... you're
afraid of us. You're afraid of change. I don't know the future. I didn't come
here to tell you how this is going to end. I came here to tell you how it's going
to begin. I'm going to hang up this phone, and then I'm going to show these
people what you don't want them to see. I'm going to show them a world
without you. A world without rules and controls, without borders or boundaries.
A world where anything is possible. Where we go from there is a choice I leave
to you.
- Neo

46. Thank you!
raimo@layar.com
"It is easy to forgive a small child afraid of the dark,
but not a full-grown man afraid of the light." -Plato
© 2011, Layar Confidential and Proprietory