The document discusses the future of social interaction influenced by technology, predicting a highly interconnected world by 2025 where internet access and IoT devices will permeate daily life. It highlights the role of big data and personalized marketing in shaping consumer experiences, as well as the potential of mood reading technology to enhance communication and commercial strategies. The document concludes with a caution about the risks and responsibilities that come with digital advancements, emphasizing the need for individuals to maintain their identity amidst rapid technological changes.

1. How do you imagine social interaction
within 10 years, taking into consideration
the impact of technology on human
relations?
Solaris
A single united intellectual Planet Ocean
(Stanisław Lem, 1961)

2. Easy access
to Internet
everywhere
Big & Smart
Data
development
Mood
Reading
Social media
influence
Internet of
things
I believe that the breathtaking
changes that are about to
transform the very nature of
social interaction in the
nearest future will be the cause
of technology penetrating
each sphere of human life
2

3. When some cool autumn evening of 2025 you will return from your vacation
spent abroad before the scheduled time in a bad mood, to cheer you up, your
refrigerator will offer you your favorite chocolate-banana ice cream, which it
ordered while you were on the plane.
How come? Read further…
3

4. Easy access to Internet Everywhere
0,3%
6,7%
29,4%
40,4%
75,0%
85,0%
1993 2000 2010 2014 2020 2025
Internet penetration in the world, % (ITU)
Today
• 4 billion people without Internet access
• 46% of users are in Asia
Tomorrow
• 50% of the world’s population (3.8 billion) will be
connected to Mobile Internet by 2020 (GSMA)
• 2.6 billion LTE (wireless 300 Mbit/s) subscriptions by the
end of 2019
• 6,7 billion people will have access to Internet
• 75% Internet users will come from emerging economies
• 600 million potential internet users in Africa by 2025 and
700 million in India
Google is going to provide access to 3G-like speeds internet to 4 billion people
on earth who currently don't have reliable Internet access, by an aerial wireless network
trough balloons and flying solar drones in the stratosphere. 4

5. Internet will embrace the
entire globe and will
penetrate its most isolated
places. It will unite big
industrial centres with small
villages on all the continents
into a single vibrant
network.
According to forecasts,
already in 2025 85% of the
Earth’s population will be
active Internet users
Internet Everywhere
5

6. Internet of things
• (Internet of Objects) The network of physical
objects, electronics, software, and sensors
exchanging data with the manufacturer,
operator and/or other connected devices.
• Between 2014 to 2020 the number of devices
connected to the Internet will increase by 3,5
times (50,1 billion or 7 devices per person,
Cisco)
0,001 0,5
8,7
11,2
14,2
18,2
22,9
28,4
34,8
42,1
50,1
1992 2003 2012 2013 2014 2015 2016 2017 2018 2019 2020
Devices connected to Internet, BLN
Today
• Smartphones, PC, Tablets
• Watches, Wristlets, Glasses
• Health implants, animal biochips
• Natural monitoring systems
• Automobiles, industrial and agricultural vehicles
• Smart home systems
• Commercial devices and machines
• Home consumer electronics
• Municipal and public infrastructure
Tomorrow
• Human microchips implantable gadgets
• Contact lenses
• Virtual reality systems
• Cloud technologies
• Analytical recommendation systems
• Social networks 6

7. IOT
Enviroment
Business Any
Devices
Everybody
Any
Network
Any
location
Any
context
Any Service
Any Social
network
CloudTransport
Energy
Virtual
reality
Healthcare
Security
Agriculture
Buildings
Consumer
electronic
Many/Single
People/DevicesOwn/Another
Communication links
As technological
devices surrounding
people will be
plugged into Internet,
they will be able not
only to collect and
analyze, but also to
share information. So
there will emerge
excellent
opportunities to
accumulate
BIG data and to use
it in order to suggest
unique
one-to-one offers 7

8. Big & Smart Data
• Analysis of the vast array of data that would provide additional value in
the form of preferences and behavioral characteristics of each person.
• Recommendation systems analyzing previous purchases, interests, and
activities, and suggesting personal marketing offers and advertising:
iTunes, Amazon, Google etc.
• Most of the decisions about what to sell to each consumer will be taken
by analytical systems with the help of things (phone, refrigerator, etc.).
130 1 227
7 910
40 000
2005 2010 2015 2020
Digital Universe in the World, ExaBytes (=billion of GB)
Today
• Retail • Online Retail
• Advertising
• Content (media)
• Banking
• Telecommunications
• Social networks
Tomorrow
• Manufacturing
• Healthcare
• Location
• Body monitoring
8

9. Smart Data
Environment
Purchases
History
Health&Body
monitoring
Social
Network
activities
Social offline
links
Moving&Locat
ion
Mood
Activities
Activities of
friends
Content
consumption
Product
consumption
Home
activities
Monitoring
system
Devices
Understanding each customer
trough his/her behavior and
proposing to him/her or his/her an
intellectual thing (mobile devices,
smart home) individual product
corresponding to behavior,
preferences, specific mood,
current location and social
connections at a given point in
time, in a particular place trough
personalized messages
9

10. Social networks influence
• Social media are web instruments that allow people to create, share and
exchange personalized content (information, images, actions) and have
many to many conversations
• In 2012, Facebook made a massive (N = 689,003) experiment, by
manipulating the news feeds (to show different groups of users
only one type on friends content – positive/negative). It proved
that emotional states could be transferred to others via
emotional contagion, leading people to experience the same
emotions without their awareness (www.pnas.org).
• In 2020 Social Media advertising budget will increase by 20 times (24
BUSD) to 2010 (Jack Myers Tomorrow Today)
1,4 1,6
2,1
5,0
2012 2013 2014 2020
Social services users, BLN
x 2,4
Today
• Cooperation • Blogs and microblogs
• Content communities • Social networking sites
• Virtual worlds • Video consumption
• HR • Brand
• Service • Development
• Marketing • Communications • Sales
Tomorrow
• Education
• Devices intercommunication
• Physical condition exchange
• Real-time services
• Intervention in communications
• Implanting opinions and desires
• Implantable gadgets and chips
• Mood transmission
• Social TV 10

11. Social Bookmarks
Influence
Quantified Self
Social Networks
Blog/Microblogs
Crowd Wisdom
Q&A
Comments
Social Commerce
Marketplace
Social Streams
Location
Nicheworking
Enterprise
Wiki
Discussion & Forums
Business
Service Networking
Reviews & Ratings
Social Curation
Video
Content/Documents
Events
Music
Livecasting
Pictures
Implant gadgets
Manipulation and interference
into communication to form
opinions, moods, desires and
sales.
Real time data changing:
content, location, mood,
condition, type of activity
All aspects of the life cycle and
style: work, home,
entertainment
The interpenetration and
and content generation of
things, persons, services and
analytical systems 11

12. Mood reading
The case of Steven Hawking demonstrates that
computers are already able to interpret signs and
synthesize human speech.
With the help of intelligent devices (smart
watches, glasses, contact lenses, prosthesis, smart
implants, intelligent implanted health monitoring
system, microchips, stimulants physical activity)
attached to, embedded into and worn by people,
their physical condition (pulse, pupils, activity,
dictionary expressions) will be analyzed, and
mathematical models will allow to determine their
current mood.
12

13. Mood reading process
The Real-Time Monitoring System of the
Psychological, Behavioral and
Physiological personal state
Monitoring devices of a person’s
condition, physical activities and the
physical data of the body and organs
The system analyzes the content that
is generated and consumed by the
user
The system analyzes the purchase,
movement and social ties in a given
period
Building a correlation
between the current
physiological state and
personal mood &
intention
Analysis array data of
links between the
person’s physical
condition of and his
actions and words
Analysis of the
relationship between
the behavior and the
state of billions of
people
Building
models to
guess the
mood of
people,
depending
on the
data from
various
smart
sensors
Commercialization
reading mood
Sales & Purchase
Advertising
Content
recommendation:
books, tv programs
Individual offers
13

14. Your boss called you from vacation
Your watches noticed your worsened mood
You requested to return home via your smartphone
Your location is constantly monitored
The smartphone ordered a flight and transfer
Your house follows your mood
The fridge knows that ice cream improves your mood
Your house informed the fridge about the time of your arrival
The fridge ordered your favorite ice cream
Additionally, the house also prepared a warm bath for you
So... How did the ice-cream arrive?
14

15. Communication in the nearest Future
People are always online
Ongoing information exchange with both friends and strangers
Devices and analytical cloud systems will generate their own content
Commercial organizations will manipulate human communication
Marketing will start managing moods and desires at subconscious level
Each product offered will be tailored for each individual, depending on his mood, behavior,
social status, lifestyle, location and the current social environment
Referential and manipulative systems will leave little choice for the consumer
The border between the real and virtual as well as between private and public is blurred
15

16. We have to be ready to live and work within Solaris
All steps will create a truly new reality, a sort of smart socium, a kind of Solaris
This new reality suggests new agenda for people and for business. Fast-pace
progress of technologies creates a new agenda, and brings both threats and
opportunities. If people will rely on technologies in their everyday life choices they
might lose their personality. However, if people are ready for new challenges and
understand the vital importance of social responsibility, they will win more free time
to reveal their creative potential.
Plato was afraid that by using writing people will lose their memory. Popes
were scared that the invention of the printing press was inspired by the devil. In the
20th century, people were worried that TV will eliminate books. New things always
mean risk. But they are only the tools in our hands, and we choose how to employ
them.
16

17. Thank you!