This document discusses how location data ("local") is an important context for digital content and services. It notes that billions of "check-ins" occur through services like Foursquare each year, and that location-based apps are widely used. The amount of digital data being created, including from individuals, is growing exponentially. Companies are investing heavily in analyzing big data and developing intelligent software. A key trend is that content and recommendations will be increasingly personalized through algorithmic analysis of users' digital footprints and location context. Privacy issues also arise regarding transparency around how data is used.

1. LECTURE L20
LOCAL

5. WHAT DOES A “LIKE”
SAY ABOUT US?

6. Local
55 million people
checked in 10 billion
times to FourSquare
Grew 3400% in 2010

9. “Check in”

13. Local
78% of mobile users
use location based
apps

14. Eric Schmidt
MacTaggart Lecture, Edinburgh TV Festival

16. If content is king,
context is its crown

17. One of the most important
contextual signals is location

18. Social Signals

19. Adjacent Possible
The inventor must use the
components that exist in
his environment
Steven Johnson

20. Mobile is more than
a small computer,
with small screen,
that happens to
do voice

23. Local is more than
where you are
Local

24. Local is also about you –
your digital footprint
Local

25. Local is the CONTEXT of
the CONTENT
Local

27. EVERYTHING WE DO
CREATES A
DIGITAL FOOTPRINT

28. WHY IS
IMPORTANT?
LOCAL

29. THE INTERNET IN
1994

30. DATACOMPLEXITY

31. EXPONENTIAL
GROWTH

32. 30 DOUBLINGS
= BILLION

33. THEORY OF
DATACOMPLEXITY

34. LINEAR

36. CATEGORISED

39. SEARCH
Search

42. CUSTOMIZED
YOU

43. INTELLIGENT
Software will tell you what you need before you realized

46. BIG DATA MARKET IS WORTH
48.3 BILLION USD
BY 2018

47. IT IS EXPECTED THAT 4.4 MILLION JOBS
ARE NEEDED WORLDWIDE FOR DATA ANALYSIS

48. THE
DRIVER
IS FINANCIAL
Source: IDC IVIEW Extracting Value from Chaos

49. COMPANIES HAVE
INVESTED
IN TECHNOLOGY FOR
4 TRILLION DOLLARS
SINCE 2005
Source: IDC IVIEW Extracting Value from Chaos

50. DATA GENERATED IN 2015 WAS
5,600,000,000,000,000,000,000
5.6 ZETTABYTES

51. 75% OF DATA
COMES FORM
INDIVIDUALS
Source: IDC IVIEW Extracting Value from Chaos

53. NUMBER OF PEOPLE ON THE INTERNET
3.5 BILLION

54. GOING TO BE
50 BILLION

55. INTERNET
OF
THINGS

57. If you liked this, you will also like
this other thing

58. Local

59. What if you had all the music in the
world. What will you listen to next?

62. CONNECTING
DIGITAL FOOTPRINTS
TOGETHER

63. http://www.flickr.com/photos/zongo/

67. Local
Around 67% of Netflix
rentals are a result of
algorithmically generated
recommendations

68. Data analytics system will
explore your digital footprints
KEY TREND

69. Content will be delivered by
algorithms
KEY TREND

70. Filter Bubbles http://www.thefilterbubble.com/
Local

71. Eli Pariser
Filter Bubbles

73. Filter Bubbles http://www.thefilterbubble.com/
Local

74. Getting it Right
WHAT
YOU
WANT
SERENDIPITY
WHAT
YOU
NEED

75. ASSISTED
SERENDIPITY

76. PERSONALISED
CONTENT

78. Privacy vs. Transparency
PRIVATE PUBLIC

79. Security vs. Convenience
SECURE CONVENIENT

80. Those who provide the most
relevant results win
KEY TREND

81. Those who add serendipity
to the experience will win
KEY TREND

82. Privacy is dead
We have to change our norms
KEY TREND

83. Eric Schmidt
MacTaggart Lecture, Edinburgh TV Festival

85. “The true cost of remaining
anonymous, then, might be
irrelevance.”
- Eric Schmidt, Google

86. Your Digital Footprint +
Data Analysis +
Serendipity =
Local User Experience
KEY TREND

87. 202020102000199019801970
HARDWARE SOFTWARE NETWORK
DATA
+
INTELLIGENT
REAL-TIME
SOFTWARE
KEY TREND
PDA

88. Summary
Local is more than where you are
Data Complexity means smart
Big Data is everywhere
Someone will analyse the data
Those with the best experience win