Hugh Dubberly argues that convergence has evolved from Convergence 1.0, which integrated publishing, broadcasting, and computing, to Convergence 2.0, which integrates physical, social, and service aspects. Convergence 2.0 sees the integration of interactive multimedia with internet-based services and social networks. It also involves providing information about physical objects and contexts through networked sensors and metadata. When designing for Convergence 2.0, one must consider how to make content social, interactive, integrated with services, and connected to both digital and physical worlds.

1. Convergence 2.0
= Service + Social + Physical
Hugh Dubberly

2. Hugh Dubberly
Dubberly Design Office (DDO) 創辦人
- 80s – 90s 蘋果電腦任職：負責cross-functional 小組，後期負責全
公司的創 意服務相關 (Knowledge Navigator)
- Director of Interface Design for Times Mirror
- Vice President of Design and managed groups responsible for the
design, engineering and production of Netscapes’s Web portal
http://www.design.cmu.edu/designthefuture/hugh_dubberly/

3. Nicholas Negroponte MIT 媒體實驗室創辦人 : "Move bits, not atoms.”
Convergence 1.0 = Publishing + Broadcasting + Computing
1. All media will become digital
2. The analog-to-digital 轉換將
改變媒體制作與發型，創造
更多機會，但也弱化目前已
有產業
3. 當媒體轉為數位化，媒體的
形式將模糊化，互相影響的
機會將會成長，並創造出不
同的可能來敘述故事
背景: 個人電腦剛起步，網路仍
處於初步階段(email, 收發信件)

4. HyperCard
1980s – 1990s Interactive Multimedia Titles
CD-ROMS

5. The Web offering more efficient distribution and easy sampling
Multimedia
HTML 1. (mostly text)
15years
Multimedia
Streaming video
JavaScript
DOM

6. Apple’s iPad fulfills Negroponte’s prediction
1. bring together rich media
2. Interactivity
3. Portability
4. broad distribution
Paul Saffo tell us that new technologies require
about 30 years to move from the lab to
consumers’ hands.1 So: convergence has arrived
right on schedule.

7. Publishing + Computing > Print on demand

8. Broadcasting + Computing
Broadcasting
Music, television,
film production and
distribution
industries

9. Broadcasting + Computing > Live action

10. Not only content but also devices
當內容都能跨平台以多種形式呈現時，取得客廳控制權的大戰即已展開
VCRs, DVRs
TiVo

11. Apple dropped computer from its name
while turning itself into a consumer
electronics company.

12. Video moved online and become on demand
影片可線上直播，可依照喜好，時間做個人化的安排，甚至內容提供者
也承諾給予足量內容，現實生活景象也開始透過網路反映在不同設備中
ex: Google street view

13. Video Game
An early sign of the convergence of broadcasting and computing
電影產業與遊戲產業成為不可分割的一部份
Video games 已經廣泛的影響人類文化.
Gamification – 包含玩遊戲本身或遊戲的應用程式或服務中的準則，成為了提
高用戶參與率的一種方法，且這些內容更催生相關的文章,書籍或會議

14. Publishing + Broadcasting – Re-aggregators

15. Convergence 1.0 = Broadcasting + Publish + Computing
Changes to
industries
(銀鹽底片)
Convergance
1.0
Suggest Changes
for individual
businesses and
products
(新服務)

16. Convergence 2.0

17. Andy Grove “All companies will be internet companies, or they will be dead.”
Tim Misner –
“All hardware products want to be web-sites.” Or that most human services will
become networked.
Tim O’Reilly observed –
“Virtually every application is a network application, relying on remote services to
perform its function.”

18. Convergence 2.0 = Physical + Social + Service
integrates interactive multimedia with internet-based services, social networks, and the
physical world.

19. Services
The internet is also an emerging ecology of services. A network of networks requires
interchanges, routing services, and other systems for directing traffic.
FTP
DNS
HTTP

20. Higher Level Services
search
GPS
Identification / authentication

21. Social
online social networking sites
a crowded-sourced design service
“The Wisdom of Crowds”
Modern search algorithms, collaborativefiltering, and crowd-sourcing are all
inherently social
open-source software projects

22. Physical –
1.
Provide labels, summaries, meta-data, and deep descriptions—about the things
around us so that we can understand our context.
2.
Provide information from a network of sensors around us, on us, and in us—sensors
measuring location, motion, energy use, temperature, humidity, and a wide range
of biomarkers.
Who
am I with
Why
Where
are we
doing this
am I
What
When
are we
doing
is it
happening

23. Designing with Convergence 2.0 In Mind
Books as digital text No more stacks of atoms means portability. (books + handheld
reader)
Books as multi-media Don’t just tell me; show me. (books + photos, videos,
animation, and sound)
Books as interactivity Tell me more or tell me less; let me try it myself. (books +
games, simulations, linking, and glosses—parallel texts)
Books as services Access on demand, integration with other systems. (books +
continuous updating, expert sources, etc, e.g. Lexis-Nexis)
Books as social nodes Conversation topics and learning from others. (books + online
social networks—shared interests, notes, highlights)
Books as places The reader device becomes a window on a virtual overlay of the
physical world providing details and explanations on demand. (books + objects