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Report 2011
How will Mobile change your Future?



Passion.
Inspiration.
Future of Mobile.
ConFestival 2011
                      29.06. - 02.07.2011, Schloss Beesenstedt




                      Set in a 100 room, 19th Century pri-      With three days of amazing talks,
                      vate castle South of Berlin, Germany      controversial discussions, fascinat-
                      over three nights and 2 days, an en-      ing workshops the 250+ participants
                      gaging crowd of global mobile indus-      summed up the MLOVE ConFestival
                      try executives, entrepreneurs and         with one major Zeitgeist theme: “The
                      developers mixed with architects,         positive future of society depends on
                      scientists, musicians and social en-      the balance between humanity, tech-
                      trepreneurs to share and develop          nology and commerce.”


”The 2011 MLOVE ConFestival                                     The MLOVE ConFestival 2011
                                                                thanks all participants, partners and
cemented its reputation as ‘a TED                               especially our sponsors:

for mobile’ by spoiling attendees
with three days of inspirational
talks and workshops! – Contagious Magazine

                      experiences in a highly interactive
                      format and learn from each other
                      about the opportunites that mobile
                      presents today.

                      The highly interactive format of the      MLOVE ConFestival 2011
                      MLOVE ConFestival is designed to          www.mlove.com
                      create an informal and playful envi-      © copyright 2011,
                      ronment whereby Ideas are not only        MLOVE ConFestival UG
                      discussed but actually developed by
                      teams of participants in the MLOVE        Watch the documentation,
                      Future Cubes.                             more interviews and presenta-
                                                                tions at www.mlove.tv
                      Creativity really took off in these Fu-
                      ture Cubes with a highly interactive
                                                                .TV




                      ideation format. 10 future cubes in-
                      cluded themes from mobile adver-
                      tising to sustainability. The results
                      where remarkable and some have
                      the potential to be included in future
                      products or services and to be the
                      next big thing.




                                        2
MLOVE Report
                     Mobile will change your future!




”MLOVE shows its potential as                                 – as well as many volunteers; all of
                                                              which made it possible to establish
                                                              the MLOVE ConFestival. Namaste!
an open innovation format where
                                                              In this report we try to summarize cru-
passionate participants become                                cial topics for the Future of Mobile – as
family during three intense days                              a much more than a technical platform
                                                              or media channel: Mobile is becom-
and nights.                                                   ing the remote control for our lives.

                                                              MLOVE is challenging innovators
                                                              and entrepreneurs to involve critical
The ideas continue to grow in the                             points of view, to invite participation
                                                              and learn from your peers worldwide
MLOVE community beyond the                                    and to become a catalyst for positive
castle walls that act as a catalyst to                        change to advance mankind.

spark positive change. – Harald Neidhardt                     We invite you to share this report,
                                                              send us your feedback and become
                                                              part of MLOVE – as a participant at
                     MLOVE has established itself an in-      our events, as a volunteer or partner
                     spiring new platform to collaborate      and online in our community at www.
                     and ideate about the Future of Mo-       mlove.com.
                     bile and beyond.
                                                              Harald Neidhardt
                     I am full of gratitude for the amazing   Curator & Founder, MLOVE
                     speakers, a fantastic audience and       harald@mlove.com
                     hardworking team that was support-
                     ed by great sponsors and partners



                     © MLOVE ConFestival 2011

                                       3
ConFestival 2011




The MLOVE Zeitgeist:
The positive future of society depends
on the balance between humanity,
technology and commerce.

(Collected and synthethized during the Open Space at MLOVE 2011)




© MLOVE ConFestival 2011

                 4
Intro
                  Mobile is the Future




”Passion. Inspiration. Future of Mobile.                           – MLOVE Theme



                  Mobile is the power to change            Small is beautiful. So is big. It does not
                  the world in the palm of our             matter where you work. All that mat-
                  hands.                                   ters is your passion and willingness
                                                           to work together. This is MLOVE.
                  Somewhere south of Berlin, 250
                  passionate individuals from about 20     Mobile is more than
                  countries gathered in a castle. Over     technology.
                  2 days and 3 nights, we shared ideas
                  and personal narratives. We listened     Mobile has changed the way we
                  with open minds. We collaborated         connect with one another. To fully
                  without egos and non-disclosure          embrace the possibilities of mobile,
                  agreements. We ate. We drank. We         we have to look beyond “applica-
                  burned things. We danced not just        tions” and apply some of the most
                  until dawn but for hours after the sun   basic forms of communication and
                  came up.                                 to sustain ourselves.




                  © MLOVE ConFestival 2011

                                    5
Intro
Mobile is analog




Mere hours after arriving to the       Bread is one of the building blocks of
MLOVE Castle, we gathered in the       civilization. Jane Mason, founder
ballroom and were each given a dif-    of Virtuous Bread, uses the simple
ferent percussion instrument. Tam-     act of baking to remind us why col-
bourines. Bongos. Maracas. Led         laboration is what leads to success.
by REMO’s John Fitzgerald and          Each ingredient—together—creates
his cowbell, it did not take long to   the finished product.
overcome the thoughts of “I can’t
do this.” Every single person in the




                                       Getting back to the basics of why
room was contributing equally to the   and how we connect is at the heart
astounding energy of a 250-person      of MLOVE. The two-day “ConFes-
drum circle.                           tival” is part TED and part Burning
                                       Man.

                                       Brief, inspirational presentations,
                                       panels, and collaboration sessions in
                                       an intimate, off-the-beaten-path set-
                                       ting bring together a group of inno-
                                       vators from every imaginable place
                                       and background with one shared
                                       commonality—a passion for chang-
                                       ing the world through mobile com-
                                       munications.

                                       There are more mobile phones than
                                       there are toothbrushes, or portable
                                       drinking water. A tool of tremendous
                                       cultural penetration and power. How
                                       can we use mobile to not only fos-
                                       ter our connection to one another,
                                       across language, race, culture, and
                                       age--but also as the change we wish
                                       to see in the world?




© MLOVE ConFestival 2011

                 6
Inspirational
                    Jonathan MacDonald




                    Changing the future begins with          “Super Cooperators” - which particu-
                    changing perceptions and behav-          lar behavior is pointed out in a book
                    iors. Is it easier than we think? “The   by Martin Nowak as fundamental in
                    vital ingredient for success in evolu-   the development of mankind.
                    tion is cooperation,” says Jonathan
                    MacDonald, Founder of Every Sin-         He added that the opportunity here at
                    gle One Of Us.                           MLOVE is to use our in-built human
                                                             capability, in harmony with each oth-
                    MLOVE advisory board member              er, and with cooperative technology
                    Jonathan invited the audience to be      for the advancement of mankind.


”Namaste: The divinity
within me salutes the divinity
within you. – Jonathan MacDonald




                    © MLOVE ConFestival 2011

                                      7
Inspirational
                                  Thomas Goetz




                                  “Human behavior is the linchpin of
                                  many of our global problems,” says
                                  Thomas Goetz, Executive Editor
                                  of Wired. “Feedback loops help to
                                  address this behavior in small but
                                  favorable ways – show evidence,
                                  relevance, and consequence.”


”10% is the magic number for
everything. Change behavior by 10%
and change the world. – Thomas Goetz




Thomas presented his Wired (US)
title story (August, 2011)




                                  © MLOVE ConFestival 2011

                                                   8
Inspirational
                  Peter Hale




                                             Small is beautiful. Small can create
                                             extraordinary things. And often it is
                                             the most extraordinary that is ob-
                                             served or created through the simple
                                             desire for joy. “Really small things
                                             can bring immense joy. Personality
                                             goes a long way when it comes to
                                             simple joy,” says Peter Hale, de-
                                             signer & co-founder of GBH.

                                             “Basic ingenuity can bring joy. The
                                             random collisions and the way things
                                             come together can bring joy. Analog
                                             can be joyful—there’s a humanity
                                             and warmth which is often lacking in
                                             digital.” Indeed.

                                             To fully embrace the possibilities of
                                             mobile technology, we need to un-
                                             derstand one thing. And this one
                                             thing must be at the heart of every-
                                             thing we do.

                                             Mobile is nothing if it is not human.




”So what I’m talking about is
finding joy in simple things by
being thoughtful and making
more of less. – Peter Hale




                  © MLOVE ConFestival 2011

                                   9
Inspirational
Corvida Raven, Daniel Graf




                                         Technology is not everything – even
                                         those at the forefront of mobile un-
                                         derstand this crucial truth. But mo-
                                         bile technology can change lives,
                                         and the opportunity to do so expands
                                         every day. “It is now entirely possible
                                         to innovate with little to no resourc-
                                         es,” says Daniel Graf, Director of
                                         Google’s Mobile Apps Lab. “This is
                                         evident in the success of tiny start-
The possibilities with mobile are end-   ups where there are only one or two
less. Now it is only a question of how   creating and developing.”
we put the power of mobile into the
hands of everyone. “Mobile is still a
luxury,” says Corvida Raven, part
of the TED staff and founder of She-
Geeks.net. “We talk of the promise
of mobile, but we need to ensure it is
accessible to everyone.”




© MLOVE ConFestival 2011

                 10
Health
                  Adele Waugaman




                  When disaster strikes, mobile tech-       has replaced error-prone, paper-
                  nology can play a critical role in both   based recordkeeping and reduced
                  rescue and relief efforts. Mobile         delay in patient care. It has also led
                  technology connects three times           to improved clinical outcomes and
                  as many people as landlines. The          reduced treatment costs, as well as
                  United Nations and Vodafone have          served as an effective tool for data
                  joined forces to not only improve di-     collection, record access, and the


”Today’s mobile phones are more
                                                            tracking of public health outbreaks
                                                            and disease.


powerful than the computers used
by NASA in 1969. – Adele Waugaman

                  saster response through mobile re-
                  search & innovation, but also to im-
                  prove global health. Over £15M has
                  been invested in one of the United        mHealth also educates. SMS alerts
                  Nations Foundations largest joint         support public health and behav-
                  partnerships with the private sector.     ioral change campaigns. The more
                  A result of this partnership, mHealth     mobile technology integrates itself
                                                            into developing countries, the farther
                                                            they go. “Developing nations are the
                                                            fastest-growing markets for cellular
                                                            phones,” says Adele Waugaman,
                                                            Senior Director of the Technology
                                                            Partnerships for the United Nations
                                                            Foundation. “Of the 5.3B mobile
                                                            subscriptions in 2010, 3.5B were in
                                                            these countries.”




                  © MLOVE ConFestival 2011

                                    11
Singularity
                   Yuri van Geest, Russell Buckley




                   Encompassing the entire bio-neuro-       potentially develop a DNA-based
                   nano-AI-robots realm, singularity        economy,” says van Geest. “The ulti-
                   also may play the key role in the        mate in personalization.”
                   future of health care. Mobile offers
                   the potential to go far beyond track-    Singularity occurs when humans
                   ing workout plans or caloric intake.     transcend biology, opening up end-
                   According to Yuri van Geest, ex-         less possibilities in artificial intelli-
                   ponential growth of technological        gence & robotics. One day, everyone
                   progress will soon go far beyond the     could live in the cloud and believe
                   storage of health data and into the      it to be the real world. Considered
                   world of medical testing.                both frightening and thrilling, the


”Making the invisible visible and
                                                            controversy surrounding singular-
                                                            ity will obviously increase--just as
                                                            exponential growth ensures rapid
social. This is planned serendipity.                        technological advancements. “What
                                                            happens when machines decide
– Yuri van Geest
                                                            they can do a better job than us?
                                                            This occurs only when we create a
                   It is already possible to manage         computer with enough power to cre-
                   diabetes and test one’s blood for        ate another computer,” says Mob-
                   glucose levels (iGBStar®) through        happy’s Russell Buckley. While
                   the iPhone. Imagine being able to        this may not happen in the immedi-
                   test for HIV, Tuberculosis, and even     ate future, it has been nonetheless a
                   cancer from your phone. Would the        fear of humanity since the industrial
                   power to map at your fingertips lead      revolution--but to deny the pursuit of
                   to a utopian existence or restrictive,   such innovation may also prohibit
                   Gattaca-esque society? “We can           human evolution.




                   © MLOVE ConFestival 2011

                                    12
Sustainability
                    Bernd Kolb




                    “The best way to predict the future
                    is to invent it,” says Bernd Kolb,
                    founder of the Club of Marrakesh,
                    an organization of international inno-
                    vators alive with the entrepreneur-
                    ial spirit and a firm commitment to
                    achieving sustainability through prof-
                    itability. How can mobile help insure
                    a strong future for both our ecosys-
                    tems and economies?


”Ways of being and civilizations
are not static and they are not
invincible no matter how seemingly
pervasive and omnipotent. – Bernd Kolb




                    © MLOVE ConFestival 2011

                                     13
Sustainability
                     Michael Bültmann




                     Large companies need to commit           In addition to recycling, Nokia cus-
                     themselves to not just making mon-       tomers in European nations may
                     ey, but also making a better future      download an app focused showing
                     for our planet.                          them how to reduce carbon emis-
                                                              sions while traveling throughout the
                     Environmental solutions as strategy      continent.
                     are the core component of Nokia’s
                     innovation plan. “If you focus on        Nokia also strives to improve the
                     making things better and more sus-       lives of those in both developed
                     tainable, this trickles down to every-   and developing countries through
                     one and everything involved,” says       mobile. Nokia Life Tools offer local-
                     Michael Bültmann, Managing Di-
                     rector of Nokia GmbH.

                     Nokia encourages the recycling of
                     their mobile products, and in the past
                     10 years have reduced the environ-
                     mental impact of phone production
                     by 65%.


”If you focus on making things                                ization, information, education, and
better and more sustainable, this                             entertainment. Nokia Money, a suite
                                                              of personal finance tools, has been
trickles down to everyone and                                 successful in both India and several
                                                              African nations.
everything involved. – Michael Bültmann




                     © MLOVE ConFestival 2011

                                      14
Education
                    Aape Pohjarvirta, E. Tamés




                    Mobile technology is already altering    indispensible classroom tool in both
                    the way we learn. In many parts of the   high schools and universities. What
                    world today, a young child may grow      began as a pilot program with 6 stu-
                    up in a touch-screen reality. We can     dents has now reached over 3000,
                    improve literacy through ease-of-use     and recently won the World Sum-
                    and engagement. Mobile facilitates       mit Award for Best Mobile Learning
                    collaboration in the classroom, and      Model in Latin America. “When we
                    even students with learning disabili-    gave them the phones, they started
                    ties are benefitting from this shift to   interacting. Working together, shar-
                    a more involved, more cooperative        ing, and most importantly discuss-
                    learning environment.                    ing,” says Tamés. Mexico is cur-


”This is the first time in the history
                                                             rently working on implementing the
                                                             program nationwide.


of mankind that every single one                             Transforming content from Finland’s
                                                             leading elementary education sys-
of us could change our future if we                          tem into a mobile application called
                                                             Ympyra (Finnish for circle), Aape
knew how to do it. – Aape Pohjarvirta                        Pohjarvirta seeks to take mobile
                                                             learning worldwide. “Look at Mexico.
                                                             It works. Mobile has made learning
                    For the past 3 years, Enrique            so scalable, so fast. Do you want to
                    Tamés Muñoz of the Tecnológico           be the reason for the future or an ex-
                    de Monterrey in Mexico City has          cuse,” says Pohjarvirta. “Let’s make
                    been turning the smart phone into an     this dream real.”




                    © MLOVE ConFestival 2011

                                     15
Japan
                  Kei Shimada




                  The very near future of mobile has      Japan was also the first nation to
                  already arrived. In Japan. Mobile in-   propose universal adoption of LTE
                  ternet, cameras, and MMS are just a     mobile technology. “LTE is the new
                  few of the innovations that originat-   super-mobile network,” says Zoltan
                  ed here. 9 out of 10 Japanese resi-     Bickel, LTE Director for Vodafone
                  dents use mobile data services—ap-      Germany.
                  proximately 75% of which use their
                  phones beyond messaging. “Inno-         “LTE operates at a lower frequency,
                  vation is facilitated through revenue   offering a larger reach. What appli-
                  sharing favoring the content provid-    cations are possible over this mas-
                  ers over the mobile carriers,” says     sive bandwith have the potential to
                  Kei Shimada, Founder and CEO            change people’s lives.”
                  of Infinita Inc.

”Japan is a hub for not
only innovation, but long-term
vision. – Kei Shimada

                                                          In Japan, your mobile can be used to
                                                          improve your golf swing, to calculate
                                                          how many steps you take in a day.
                                                          It’s an affordable concierge provider
                                                          to over 4M. Mobile phones even act
                                                          as one’s pass on what is arguably
                                                          the world’s most-sophisticated rail
                                                          network.

                                                          At McDonald’s, not only may you
                                                          pay with your phone, you may also
                                                          redeem coupons based upon your
                                                          purchase history at the register.




                  © MLOVE ConFestival 2011

                                   16
Japan
Kudo, Mizukawa, Kitamura




“Mobile can reduce limitations and
lead to an increase in communi-
cation. Visual communication re-
duces limitations across the globe,
transcending    borders,    nations,
cultures, and languages,” says
Takeshi Kudo, Chief Editor of
Team Lab.

In 2010, Dentsu’s Team Lab devel-
oped one of the biggest revelations
in mobile-based augmented reality.
iButterfly Plus made its international
debut at MLOVE. The popular Japa-
nese iPhone app is location-based
AR, where users “catch butterflies.”
Created in Tokyo through Butterfly
Corporation and Dentsu’s Mobile Art
Lab, iButterfly is both a game and
promotional tool encompassing GPS
and motion sensor technology.

iButterfly Plus was launched
exclusivly at MLOVE 2011 by
DENTSU’s Takeshi Mizukawa
and iButterfly CEO, Katsutoshi
Kitamura.




© MLOVE ConFestival 2011

                 17
Communication
                  Martin Lange




                  More than anything and at the high-     “Some marketplaces never change,
                  est level, mobile is about one thing:   even if technology has entered,” says
                  Communication. Whether its how          Martin Lange, Executive Market-
                  we communicate with our friends &       ing Director of Mobile@Olgivy.
                  family, or how brands communicate
                  their product, communication is at      Location is everything in retail and
                  the heart of each & every marketing     now location is in your pocket. It is on
                  (and mobile) endeavor.                  your phone. And people still use the
                                                          opinions of their peers to make deci-
                  Communication must be broken            sions about the products they want
                  down into the basics. It does not       to buy. The journeys of consumers
                  matter whether we are talking about     are no longer linear. They can begin
                  fostering connections or commerce.      at any time, and companies need to


”Some marketplaces never
                                                          adapt and prepare.


change, even if technology has
entered. – Martin Lange




                  © MLOVE ConFestival 2011

                                   18
Communication
                   Dr. Bernd Becker




                   Volkswagen has successfully imple-       “Closer and more profitable consum-
                   mented brand initiatives through         er relationships were made possible
                   taking the sales process online and      by innovative usage of digital chan-
                   mobile. In 2009, the Volkswagen          nels,” says Dr. Bernd Becker,
                   Golf GTI was the first automobile to      Head of Consumer Interaction Man-
                   be launched digitally. Over 5 million    agement at Volkswagen Internation-
                   downloads ensued, making it the top      al. “We improved information and
                   app in 36 countries. 50% of Golf GTI     service to both Volkswagen dealers
                   sales were to new owners, and even       and customers.”
                   more astounding, the cost-per-sale
                   ratio was 97% less than at traditional
                   launch.


”Closer and more profitable
consumer relationships were made
possible by innovative usage of
digital channels. – Dr. Bernd Becker                        Volkswagen desired to further
                                                            strengthen the relationship with their
                                                            customers. So they gave them a
                                                            voice. In car-crazy China, Volkswa-
                                                            gen recently asked what kind of car
                                                            do you want?

                                                            The People’s Car Project launched
                                                            in May, creating a social platform
                                                            where potential customers could de-
                                                            sign the car they wanted to drive—
                                                            and help the automaker create “the
                                                            Volkswagen model of the future.”
                                                            Less than two months later, there
                                                            are over 20,000 registered users,
                                                            and the car creator option drives
                                                            over 50% of traffic to the site.

                                                            Personalizing digital relationships
                                                            and experiences is key in today’s
                                                            marketing strategies. Mobile apps
                                                            can help do this, especially when one
                                                            considers the average smartphone
                                                            user has 30 apps on their phone, 9
                                                            of which they have used within the
                                                            past month. Just think of the market-
                                                            ing possibilities.

                   © MLOVE ConFestival 2011

                                    19
Music
                  Chamillionaire




                  “We’ve seen the tech industry knock        Mobile just gives us another way to
                  down the music industry. Tech is           tell stories, and hear the stories of
                  changing the future,” says Grammy-         others. Mobile has given artists new
                  winning rap artist Chamillionaire.         ways to share their art and to con-
                  “The music industry is a dinosaur          nect with their fans.
                  and they’ve made a lot of mistakes
                  ignoring technology.”

                  Mobile has turned the music industry
                  upside down, but in the end, it is still
                  about music. And music is the art of
                  storytelling.




”Mobile has changed the industry,
enabling me to connect directly with
my fans. – Chamillionaire




                  © MLOVE ConFestival 2011

                                    20
Music
                       Justin Ellington




                       Mobile has created an entirely new       Mobile not only connects the fan to
                       sort of jam session. “Digitization has   the artist, but to music itself. The way
                       changed what is defined as collabo-       we express ourselves is enhanced
                       ration. Now you can create across        not only by what we listen to on our
                       distances. Is this better? What
                       about sharing a physical space and
                       bouncing ideas off one another,”
                       says producer & composer Justin
                       Ellington. “I take your story and I
                       give it back to you audibly.”

                       “The new band might look different,
                       but it’s coming back. Technology
                       creates immediate opportunities.
                       Mobile speeds up the process. You        phones. Maybe we can’t sing or play
                       don’t need instruments. Your phone       an instrument, but now we can find
                       can make the beats.”                     the musician within ourselves.


”Technology creates immediate                                   Because we all have a story to tell.


opportunities for music. – Justin Ellington




                                                                  Music Session Co-Curated by
                                                                Beverly W. Jackson


                       © MLOVE ConFestival 2011

                                        21
This is MLOVE
            Opportunities & Passion



            This is what MLOVE is all about. Re-
            alizing and embracing the opportu-
            nities that mobile technology affords
            us. Opportunities driven by much
            more than profit or ego. Opportuni-
            ties driven by the inherent desire
            to change the world and empower
            those around us, regardless of ge-
            ography, language, or culture. End-
            less opportunities.


”Namaste.
            Endless opportunities which may
            be fully realized when we grasp one
            simple thing: Passion.




            © MLOVE ConFestival 2011

                             22
Future Cubes
                  In the Box, Instead of out




                  What do you need for shaping the         with enough room to generate and
                  future? An old barn with plain white     share ideas and that inspires and
                  walls, some paint, post-its and great    stimulates through exploring beyond
                  minds from all over the world that       the comfort zone.
                  are passionate about mobile com-
                  munication.                              In teams attendees developed so-
                                                           lutions and creative ideas on how
                                                           mobile technology will influence our
                                                           thinking about

                                                           · advertising
                                                           · health
                                                           · education
                                                           · music & entertainment
                                                           · gaming
                                                           · sustainability
                  In the surreal environment of a 115      · data safety/ownership
                  year old castle’s barn, somewhere        · research & development
                  in Sachsen-Anhalt, Germany, about
                  250 entrepreneurs, strategists, cre-     in the future. During the idea genera-
                  ative thinkers, innovators and other     tion process the focus was solely on
                                                           the topic of each cube.

”Future Cubes: Stimulation of                              The remoteness of the castle barn,
                                                           but also the fact that you can freely
cognitive flexibility and motivation                        use the space and materials around
                                                           you without being led by any kind of
to create. – Darja Carl                                    structure stimulates cognitive flex-
                                                           ibility and frees up motivation to cre-
                  visionary MLOVErs took the chal-         ate. Cognitive flexibility and motiva-
                  lenge to imagine, how mobile tech-       tion are important resources in an
                  nology will change our future.           ideation process and enhance the
                                                           chance of highly original ideas for
                  Thinking about the future of high-end    new products or new ways of using
                  technology in a barn of a pretty aged    mobile technology in the future.
                  castle seems a rather radical con-
                  trast at first, but creates its own dy-   The process was moderated by
                  namic in the creative process at this    Julia Leihener from Telekom Cre-
                  very unique event. From research         ation Center in Berlin and Jonathan
                  we know that creative outcomes are       MacDonald from EverySingleOneO-
                  a function of personal abilities and     fUs in London. The ideas aimed to
                  the context, in which we create. In      proactively shape the future by dis-
                  the FUTURE CUBES at MLOVE                covering latent customer demands
                  ConFestival we created an environ-       instead of just reacting to well-known
                  ment that provided the attendees         needs.



                  © MLOVE ConFestival 2011

                                   23
Future Cubes
                  In the Box, Instead of out




                  In the process the groups built up         While being known for killing intrinsic
                  intrinsic motivation, that means that      motivation and therefore creativity,
                  they enjoyed the process of creat-         competition can be stimulating, when
                  ing itself, instead of solely perform-     it is integrated within a cooperative
                  ing due to external pressures. This        environment. In the Future Cubes
                  became evident when after two long         attendees chose the topic they were
                  days and one afternoon of inten-           most passionate about and worked
                  sive working together without many         on their ideas together and therefore
                  breaks they resisted to finish to stop      could benefit form both: collective
                  working on the projects. Instead they      collaboration and the activating ele-
                  asked for additional time and after        ment of competition.
                  over two hours of idea generation
                  presented their results in the forum
                  in the most enthusiastic and inspir-
                  ing way.

                  Although the brainstorming in groups
                  approach is widely-used in organiza-
                  tions, it falls short in some parts. One
                  of its downsides is the fact that in a
                  group discussion only one person
                  can speak at a time.                       Finally, four ideas made it to the TOP


”In the Future Cubes, where the
                                                             3 neck-to-neck:

                                                             WINNER:
communication modes range from                               - a holistic approach to entertainment
                                                             through the integration of a watching
discussing, painting, pinning cards                          (video), a reading (books), a sound
                                                             (song) and a gaming experience (for
to brainmapping and nobody is in-                            MUSIC & ENTERTAINMENT)

terrupted in his/her own creative                            RUNNERS-UP:

process. – Darja Carl                                        - a spanning the generations, in-
                                                             tegrative approach to education in
                                                             schools (for EDUCATION)
                  To spice this creative exercise up a       - an innovative application that ana-
                  little bit, an MLOVE award was an-         lyzes individual stress patterns and
                  nounced for the best idea. To em-          demands and suggests individual
                  brace one of the MLOVE leading             measures for stress reduction (for
                  principles “It’s about the people” we      HEALTH)
                  let everybody vote, instead of relying     - new applications that allow to com-
                  on a smaller jury.                         bine technology with human factors
                                                             with unlimited possibilities, such as
                                                             embanking the spreading of viruses
                                                             through early virus detection (for
                                                             SINGULARITY)


                  © MLOVE ConFestival 2011

                                    24
Future Cubes
                  In the Box, Instead of out




                  The winner team received the
                  MLOVE Future Cube award at the
                  inaugural award ceremony during
                  the final dinner on Friday. The glass
                  cube with a fluorescent bulb and an
                  MLOVE logo is a symbol for gain-
                  ing new insights personally, as well
                  as professionally and generating
                  new, original ideas throughout the
                  intense program of three full days of
                  MLOVE.

                  The unique experience and the feel-
                  ing of sharing the same values with
                  people from totally different parts
                  of the world instantly establishes a
                  mutual community spirit amongst
                  MLOVERs. It is frequently described
                  as family by attendees. This enabling


”Passion, boldness and
environment makes for unique,
rich and unforgettable experience
at MLOVE – Darja Carl
                  environment, passion for shaping              The Future Cubes
                  the future and the boldness to rely     were kindly supported by
                  on your instincts made the Future
                  Cubes experience- and even more
                  than that - the MLOVE experience
                  unique, rich and unforgettable.

                  Thank you, MLOVERs!




                  © MLOVE ConFestival 2011

                                   25
Teen Camp
     A Voice for our Future




”.




     On April 2011, the Design Thinking      During this time, the teams applied
     School at the Hasso-Plattner Insti-     the Design Thinking process to the
     tute in Potsdam has been challenged     challenge.
     to design an attractive venue for the
     teenagers of the MLOVE Confestival      First they went through a phase of
     that would enable them to actively      understanding and observing: with a
     create the future of mobile commu-      360 degree Research that included
     nication.                               interviews with the MLOVE partners
                                             and its collaborators; with experts in
     With this challenge in mind, two        development psychology and mobile
     teams of 10 interdisciplinary stu-      media; group interviews with teen-
     dents, experts in Physics, Cultural     agers, questionnaires, participatory
     Management, Design, Psychology,         observation in museums and other
     Film, Economics, Education and          cultural venues; internet and biblio-
     Multimedia went through a 6 weeks       graphical research.
     project whose results where part of
     the MLOVE TeenCamp 2011.

     © MLOVE ConFestival 2011

                      26
Teen Camp
                   A Voice for our Future




                   The goal of the MLOVE Teen camp          In the Future, teens wish for more in-
                   was to provide a fun event for the       novation and cheaper rate plans and
                   teenagers where they can think           devices – plus they wish to have an
                   about the future of mobile communi-      undestroyable cell phone and a la-
                   cation in a playful manner.              ser screen instead of a display.

                   The results of the teen-camp were        After three days of MLOVE, observ-
                   presented in a teen panel on stage       ing workshops, speeches, teens and
                   at the MLOVE ConFestival.                adults; speaking to many different
                                                            people about their opinions and ex-
                                                            pressions, many more insights have

”MLOVE Teen Camp was a blast!                               been gained that help for a further
                                                            development of the MLOVE Teen-
                                                            Camp conference design for 2012.
It was awesome to get to know so
                                                            The Teencamp Summary
many cool new friends from all
around Europe! – Antonia Neidhardt                          · MLOVE Teen camp is a changing
                                                            life experience.

                                                            · The adults loved the teenager in
                                                            the open space – more mixed pro-
                   Insights from MLOVE Teen                 gramming is desired
                   Camp
                                                            · Parents support the educational
                   Teenagers use social networks,           approach
                   Chats, SMS and Mails to share their
                   thoughts, dreams and wishes with         · The venue can be even more wild
                   their best friends. Most teenagers       and crazy!
                   are Smartphone owners.

                   Teenagers find it cool when their
                   friends have the same Smartphone.

                   Boys and girls use their Smartphone
                   and apps differently:

                   Boys play more games on Smart-
                   phones than girls do. Girls have a
                   stronger need to express their feel-
                   ings with friends on social platforms,
                   for instance.




                   © MLOVE ConFestival 2011

                                    27
Speakers
MLOVE ConFestival 2011



Aape Pohjavirta               Ariel Greifman
Founder, Chancellor & CEO,    Principal Research Analyst,
Ympyra                        MediaMind

Adele Waugaman                Dr. Bernd Becker
Senior Director,              Head of Consumer Interaction
Technology Partnership,       Management, Volkswagen
United Nations Foundation
                              Bernd Kolb
Andreas Haug                  Founder,
Managing Partner,             Club of Marrakesh
eVenture Capital Partners
                              Beverly W. Jackson
Andrew J. Scott               Co-Curator, MLOVE Music
Co-Founder, Magical Jaguar    Director Marketing & Social Media,
                              Recording Academy (GRAMMY’s)
Antonia Philippa Neidhardt
Co-Curator, MLOVE Teen Camp   Chamillionaire
                              GRAMMY-Award winning Musician




© MLOVE ConFestival 2011

                28
Speakers
                                      MLOVE ConFestival 2011



Corvida Raven                                                           Mike Butcher
Technology Writer & Social Media                                        Editor, TechCrunch Europe
Strategist, Founder and Editor of
SheGeeks.net; TED staff                                                 Peter Hale
                                                                        Designer and co-founder, GBH
Daniel Graf
Director of Mobile Apps Lab,                                            Redg Snodgrass
Google                                                                  Strategic Alliance / Innovation,
                                                                        Alcatel-Lucent
Enrique Tamés Muñoz
Dean, School of Humanities,           John Fitzgerald                   Russell Buckley
Tecnológico de Monterrey, Mexico      Manager of Recreational Music     Editor, MobHappy
                                      Activities, Remo Inc.             CMO, Eagle Eye
Ethan Nadel
Co-Curator, Teen Camp                 Jonathan MacDonald                Takashi Kudo
                                      Co-Founder, this fluid world       Chief Editor, Team-Lab
Dr. Gunnar Bender                     Founder, Every Single One Of Us
Head of Corporate                                                       Takeshi Mizukawa
Communications,                       Justin Ellington                  Planning Director, Dentsu, Japan
E-PLUS Group                          Composer, Producer
                                                                        Thomas Goetz
Harald Neidhardt                      Katsutoshi Kitamura               Executive Editor,
Founder of MLOVE,                     CEO, iButterfly Corporation        WIRED Magazine (USA)
Curator, MLOVE ConFestival
                                      Kei Shimada                       Thomas Mendrina
Izzy Lawrence                         Founder and CEO, Infinita Inc.     Country Manager DACH,
DJ / Radio & TV Presenter / Blogger                                     Admeld
                                      Kendell Rennee Kelly
Jane Mason                            Esq., Kendell Kelly, P. C.        Will Sansom
Baker, writer and                                                       Writer & Consultant,
social entrepreneur                   Martin Lange                      Contagious Communications
                                      Executive Marketing Director &
Jean Schmitt                          Global Lead of Mobile@Ogilvy,     Yuri van Geest
Mangaging Partner, JoltTech and       OgilvyOne Worldwide               Founder, Trend8
Venture Partner, Sofinnova Partners
                                      Dr. Michael Bültmann              Zoltan Bickel
                                      Managing Director, Nokia GmbH     Vodafone Germany, Director LTE




                                                                        View all speaker presentations at:
                                                                        www.mlove.tv




                                      © MLOVE ConFestival 2011

                                                       29
StartUp & Jury
1. MLOVE StartUp Competition



Winner 2011:               Jury:

Booklet Mobile, Berlin     Andreas Haug,
Michael von Roeder         eVenture Partners

Runners Up:                Daniel Graf,
ToothTag, Neuaer, L.A.     Google
Dave Mathews
                           Jean Schmidt,
Pistachio, Berlin          JoltTech & Sofinnova
Anthony Barba
                           Mike Butcher,
Privowny, Paris            TechCrunch Europe
Hervé Le Jouan
                           Ralf-Dieter Wagner,
Slick Flick, London        Accenture
Maria Constantinescu
                           Moderated by: Andrew J. Scott




© MLOVE ConFestival 2011

                30
An Open Letter to the FTC
Kendell R. Kelly for MLOVE




MLOVE respectfully submitted            Here are the details:
these following Comments in
response to the request by “the”        FTC guides, generally, are useful be-
following Federal Trade Com-            cause they provide consumers with
mission (“FTC” or “Commis-              increased certainty in a sometimes
sion”) for proposed revisions           turbulent marketplace. They are
to its Guidance to Businesses           also helpful to businesses to provide
About Online Advertising (“Dot          clarity on how the Commission inter-
Com Disclosures”).                      prets its authority in a certain area.

MLOVE Ideal Revisions                   The Dot Com Disclosures were pub-
                                        lished in 2000 and the landscape of
No Regulation or Collaborative – In-    advertising and sales on the Inter-
dustry Self Governance is ideal. If     net has changed dramatically since
not,                                    then. This dated guidance did not
                                        contemplate the existing mobile
· Rules & Regulations consistent        market nor the developing point-of-
with the practices of the rest of the   sale and location-based markets
world.                                  that have grown concurrently with
                                        developments in mobile technology.
· Allow for competition and com-
merce to flow throughout the world-      Although we understand and wel-
wide mobile marketplace.                come the request for Comments, we
                                        believe that past revisions have only
· Clear & Easy User Control Interface   resulted in market confusion, and in
(preferably by FTC Standard) over       this case we purport that trend would
advertising and marketing delivery,     be repeated. From our research, in
including benefits for opting in.        the past, the Commission has fa-
                                        vored and encouraged self-regula-
· Consumer has clear understand-        tion in emerging markets such as
ing of value proposition relative to    the Internet; showing preference to
information sharing and content ac-     maintain the standard principles that
ceptance.                               have guided commerce effectively
                                        for almost three decades.
· Standard Terms and Conditions
paragraph, mandated by the FTC,         The stated purpose of the proposed
explaining how to access and use        revision is to give the Dot Com Dis-
the above mentioned User Control        closures more relevance reflecting
Interface.                              the changes to the industry since
                                        they were published, but as this area
                                        is still developing new regulations at
                                        this time may have a chilling effect on
                                        United States commerce especially
                                        with nations that have advanced fur-
                                        ther in mobile technology.



© MLOVE ConFestival 2011

                 31
An Open Letter to the FTC
                      Kendell R. Kelly for MLOVE




                      MLOVE provides a plethora of op-        the majority of the online and mobile
                      portunities for event participants to   tech community -- there should be
                      collaborate, create and plan for our    no new regulation. Specifically, in
                      collective mobile future.               regards to mobile, the belief is that
                                                              the FTC cannot and should not be-
                      One such opportunity for intense        gin to create additional regulations
                      exchange and thought is targeted        specifically for mobile because the
                      examination in an MLOVE Future          start of regulation will only lead to
                      Cube. It was there that we brain-       further regulation. Mobile advertis-
                      stormed the implications of revisions   ers already face challenges in intro-
                      to the FTC’s Dot Com Disclosures.       ducing new products and services to
                      Soon our blank slate was colored        potential customers -- as technology
                      with theory and questions -- the re-    moves quicker, broader regulations
                      sult is synopsized and reproduced,      can begin to hinder commerce and
                      with just a few less post-its!          advancement. Advertisers under-
                                                              stand the current rule - If the disclo-


”If we must be regulated, allow the
                                                              sure of information is necessary to
                                                              prevent an advertisement from be-
                                                              ing deceptive, then it must be clear
online and mobile communities to                              and conspicuous -- so translating
                                                              those rules for effective use on the
regulate ourselves. – Kendell Renee Kelly                     small screen of a handheld device
                                                              should be the extent of change not a
                                                              new set of regulations to learn then
                                                              conform to.
                      The MLOVE “FTC Comment” Fu-
                      ture Cube produced a cross-section      The United States online and mobile
                      of opinions of the mobile commu-        communities have already begun to
                      nity from varied national, cultural     regulate themselves and collabo-
                      and technical backgrounds. From         rate with their colleagues across the
                      Japan to Germany and back to the        globe. Organizations such as the
                      United States, a common thread          Word of Mouth Marketing Associa-
                      that everyone working in the mobile     tion (WOMMA), the Mobile Market-
                      space appears to know is that there     ing Association (MMA) and the In-
                      is much more to come than has cur-      teractive Advertising Bureau (IAB)
                      rently been created, launched or        have begun to codify standards and
                      monetized. This common belief, not      best practices across various areas
                      surprisingly, also ties together the    of online and mobile advertising.
                      MLOVE segment of the mobile com-
                      munity relative to how they believe     These standards are regularly up-
                      the growing, global mobile market-      dated with technological advance-
                      place should be regulated.              ment because they are created by
                                                              professionals engaged in the online
                      As a general rule, the sentiment in     and mobile marketing industries ev-
                      the MLOVE Future Cube reflects           eryday. Who better to perfect stan-



                      © MLOVE ConFestival 2011

                                       32
An Open Letter to the FTC
Kendell R. Kelly for MLOVE




dards in these emerging areas than        that could be caused. The mobile
marketing professionals familiar with     market is growing exponential, but
existing Commission regulations and       still has a long way to go. Stymying
experts on the new technology?            that growth with regulations, espe-
                                          cially those not present for the rest
Self regulation and market correc-        of the world, could cripple the US’s
tion has worked in other parts of the     ability to participate in global mobile
world (examples submitted to FTC).        advancement and the marketplace
                                          associated therewith.
If Commission must impose ad-
ditional regulation, it should think      As users move through their day
globally, consider trade implications     buying products, “checking-in,” using
of technological advances abroad,         wi-fi and the like, thousands of data
the potential for new international       points are being transmitted. Those
consumers and do nothing to hinder        data points can then be aggregated
commerce.                                 to target marketing pushes based on
                                          the known interests of the consumer,
Worldwide spending on mobile              also known as behavioral advertising
advertising is predicted to be US         -- preference data collected is paired
$3.3 billion in 2011 then sky rocket      with user identifying data then cor-
to $20.6 billion in 2015, driven by       related to make suggestions.
search ads and local ads.
                                          The issue of disclosure should be
If the Commission must impose ad-         key to any guidance provided rela-
ditional regulations, there should be     tive to this type of online and mobile
no additions that interfere with global   advertising.
commerce, creativity or competition.
                                          Specifically, consumers should be
        “Data is the New Oil.” Clive      given clear, conspicuous disclosure
Humby’s quote is the new cliche           regarding what is collected, a clear
of the online and mobile industries       way to stop the action or modify the
and much like the energy industry,        type of data being shared. Ideally,
if unchecked, regulation could be a       in order to provide consumers with
financial block to entry into a once       easy control over their data, each
thriving open field. In making regu-       application collecting data should in-
lations, it is imperative not to favor    clude a web or mobile based “User
encumbrance and thus make barri-          Control Interface” that allows users
ers to competition so high that new       to opt in or out at their leisure.
entrants are excluded or stalwarts
become preferred. Further, any new
rules or regulations should respect       Video LINK:
the potential damage to creativity        http://www.vimeo.com/25554360




© MLOVE ConFestival 2011

                  33
Atmosphere
Work Hard.




© MLOVE ConFestival 2011

                34
Atmosphere
Play Hard.




© MLOVE ConFestival 2011

                35
Media Feedback
                     TechCrunch, Europe



                     MLOVE – Trying to figure out                The event covered the areas of edu-
                     the future of mobile, the uni-             cation, health, entertainment, com-
                     verse and… everything                      munication and – in part because I
                                                                insisted – commerce (which ended
                     Mike Butcher, Editor, Tech-                up being a major theme).
                     Crunch Europe
                                                                Meanwhile, a “Teen Camp” lets a
                     MLOVE has been something of an             group of European teenagers spin
                     underground movement the last              up ideas of their own separate to the
                     couple of years. Billed as a ‘confes-      main conference and present their
                     tival’ it’s more like the kind of three-   thoughts at the end. It was a sober-
                     day off-the-wall workshop with a few       ing dose of a teenagers eye-view of
                     (excellent, mind) keynote speeches         the world.
                     that you might have found happen-
                     ing in the Mission district during the     Speakers included Thomas Goetz,
                     1960s. There is a lot of high concept      Executive Editor of Wired Magazine,
                     thinking about not just the future of      Katsutoshi Kitamura who went over
                     mobile and its effects on society, but     the augmented reality game iBut-
                     the future of society itself.              terfly (try it on your iphone – with
                                                                a special MLOVE edition – for first

”…it’s the connections and the                                  time outside of Japan). And Grammy
                                                                Award winning Musician Chamillion-
                                                                aire talked about his adventures in
conversations that seem to be the                               tech. A startup competition crowned
                                                                Berlin based bookletmobile, which
main win at this event. – Mike Butcher                          brings booklets to mobile devices
                                                                based on location.

                     In part because MLOVE entertains           The event culmates with the MLOVE
                     just 250 people (only 150 in 2010)         Future Cubes, which have to pro-
                     and its 200 miles form Berlin, you         duce 10 themes from the event.
                     get to interact with the speakers in       The resulting conclusion of all this
                     a way you might not at other confer-       workshopping was deep, though
                     ences.                                     a tad vague: “The positive future
                                                                of society depends on the balance
                     Held in an 18th century castle in the      between humanity, technology and
                     former East Germany, participants,         commerce.”
                     drum to a beat set down by organis-
                     er Harald Neidhardt (interviewed           No matter, it’s the connections and
                     below), but he is a benign curator,        the conversations that seem to be
                     bringing in speakers from all over         the main win at this event.
                     the world to share their knowledge
                     of mobile and creativity.                  Posted here:
                                                                http://eu.techcrunch.
                                                                com/2011/07/13/mlove-trying-to-
                                                                figure-out-the-future-of-mobile-the-
                                                                universe-and-everything/

                     © MLOVE ConFestival 2011

                                       36
Media Feedback
                   Contagious Magazine



                   MLOVE ConFestival,                        perfectly by Dr Bernd Becker - head
                   A Round Up                                of consumer interaction manage-
                                                             ment at Volkswagen International -
                   An eclectic selection of develop-         who talked through some of the auto
                   ers, marketers and even venture           brand’s most successful mobile ex-
                   capitalists congregated for the 2011      ecutions.
                   MLOVE ConFestival last week
                                                             Other highlights included a thorough-
                   Held in an ever-so-slighty delapi-        ly engaging talk from Grammy award-
                   dated, but thoroughly charming 18th       winning rapper, Chamillionaire, who
                   Century castle two hours outside of       discussed the importance of putting
                   Berlin, the 2011 MLOVE ConFestival        the fan at the centre of all interactive
                   cemented its reputation as ‘a TED         activity. Katsutoshi Kitamura, CEO
                   for mobile’ by spoiling attendees         of the Butterfly Corporation also in-
                   with three days of inspirational talks,   troduced a special MLOVE edition
                   workshops and even a live mobile          of Contagious’ favourite augmented
                   start-up pitching competition!            reality game, iButterfly +, operating
                                                             for first time outside of Japan.
                   Our very own writer and consultant,
                   Will Sansom, kicked off proceedings       ‘MLOVE shows its potential as an
                   on day three with a presentation on       open innovation format where pas-
                   Contagious trends and technologies,       sionate participants become family
                   contextualised with some stand-           to work even closer in sharing and


”…the 2011 MLOVE ConFestival
                                                             learning during three intense days
                                                             and nights. The ideas continue to
                                                             grow in the MLOVE community be-
cemented its reputation as ‘a TED                            yond the castle walls that act as a
                                                             catalyst to spark positive change’,
for mobile’ by spoiling attendees                            said Harald Neidhardt, MLOVE
                                                             founder and curator of the MLOVE
with three days of inspirational                             ConFestival.

talks and workshops! – Will Sansom
                                                             LINK:
                                                             http://www.contagiousmagazine.com/
                   out mobile campaigns from the last        2011/07/mlove_confestival_2011.php
                   quarter. He was followed by Martin
                   Lange - executive marketing director
                   & global lead of Mobile, OgilvyOne
                   Worldwide - whose agency perspec-
                   tive on the importance of research
                   and data in teasing out relevant con-
                   sumer insights, was complemented




                   © MLOVE ConFestival 2011

                                     37
Audience Feedback
                      MLOVE, I love you



                      By Ralf Rottmann, 24100.net                 Thanks god, MLOVE does not suf-
                                                                  fer from “tech celebrification”. The
                      MLOVE 2011 is over and somehow I            speaker and attendee lineup was
                      wish, it could have lasted forever.         impressive. But it’s not the MG
                                                                  Sieglers or Michael Arringtons that
                      Last year, my MLOVE post was titled         you meet during MLOVE. In fact, at
                      “It’s all about the people“.                LeWeb 2010 those guys were es-
                                                                  corted like superstars, as if they had
                      This year, I struggled finding a head-       to escape their audience. At MLOVE,
                      line, that would potentially express        Thomas Goetz the Executive Editor
                      it even better. I couldn’t. MLOVE           for WIRED Magazine and Chamil-
                      2011 still was all about the people         lionaire, a Grammy-winning rapper,
                      and hopefully that aspect will never        could very well end up next to you
                      change.                                     during dinner or in one of the Fu-
                                                                  ture Cubes, applying design thinking
                      Covering the spirit and nature of           methodologies to complex problems.
                      MLOVE in a blog post is virtually im-       After all, we’re all just humans and in
                      possible. You have to be there and          this together.
                      experience it yourself to completely
                      understand it.                              Big company names just mean
                                                                  nothing. The MLOVE team made a

”It’s like coming home. MLOVE is                                  good decision not even printing the
                                                                  name of the company you belong to
                                                                  on your badge. At MLOVE whether
a truly international event. People                               you’ve been sent by a giant telco or

from all over the world gather in the                             just launched your one-man-pas-
                                                                  sion-startup, everybody gets treated
MLOVE castle. It always feels like                                equally. In other words: You get an
                                                                  audience because of what you have
family. That is a fantastic! – Ralf Rottmann                      to say, not whom you work for.

                                                                  What happens at MLOVE, stays at
                      So this year, here is my unordered          MLOVE. During his opening remarks,
                      list of feelings and observations that      Harald Neidhardt put it this way: “We
                      I’d like to share with you:                 try to make you leave your comfort
                                                                  zone. And hopefully find a new one
                      MLOVE still is the one and only in-         here at MLOVE.” And while it takes
                      dustry event – if one can even name         MLOVE newbies some getting used
                      it like this – that I’d pay for privately   to, I’ve never seen so many people
                      to attend. I’ve had the pleasure to         whom I just met opening up like this.
                      visit SXSW, LeWeb, eComm, NEXT              A truly rewarding experience.
                      Conference, WWDC and many oth-
                      ers in my professional life. Don’t get
                      me wrong. Those are great confer-
                      ences. But they are not family. And
                      MLOVE sort of is.



                      © MLOVE ConFestival 2011

                                         38
Audience Feedback
MLOVE, I love you



It’s like coming home. MLOVE is              Then there was Bernd Kolb. From
a truly international event. People          the MLOVE website: “Kolb left be-
from all over the world gather in            hind these accolades [he was a chief
the MLOVE castle. I’m connected              executive with German Telekom and
through various Social Networks              is the founder of I-D Media, RR] to
with many, but unfortunately, some I         work as a ‘social entrepreneur’ and
only see in person once a year. At           ‘change agent’ helping to navigate
MLOVE. And it always feels like fam-         the complex challenges amongst us
ily. Returning to the castle. Returning      and to develop innovative new solu-
to this inspiring group. That is a fan-      tions to deal with those challenges.
tastic feeling!
                                             In founding the ‘Club of Marrakesh’,
Though I don’t have any official num-         Kolb gathers international thinkers,
bers, MLOVE felt bigger this year. In        scientists, politicians and entrepre-
2010 we were a group of approx.              neurs to develop integrated ground-
150. The crowd since has grown to            breaking projects and to implement
roughly 250. While adding more di-           them. The approach is entrepreneur-
verse viewpoints, perspectives and           ial in nature and follows the princi-
stories of life is a good thing, I hope      ple that sustainability can be only
MLOVE will stay with this size or            achieved through profitability.”
even downsize a bit. Why? Because
everybody is worth spending at least         Bernd’s talk about the fundamental
some time with. If MLOVE keeps               global challenges our planet and so-
growing, you don’t have a chance to          ciety are facing and his passion to
spend much time with most of the at-         transform the world towards sustain-
tendees but instead risk feeling in a        ability was one of those rare defining
constant hurry.                              moments in life for me.

No corporate BS. Financing an event          It’s not, that Bernd presented any
like this without falling into the trap of   facts that haven’t been around or
giving sponsors tons of time to pres-        available before. It again, was all
ent corporate slides is extremely dif-       about the people. I happened to sit
ficult. MLOVE has always been dif-            in the first row during Bernd’s talk
ferent in this regard. Even Nokia’s          and could literally feel his dedica-
German MD, the company was an                tion, passion and strong believe in
MLOVE 2011 sponsor, talked about             our ability, to help driving that trans-
sustainability. And donated grass-           formation.
land and a wish tree to the MLOVE
castle. I hope that MLOVE will find           It was mind blowing, touching and a
a way to keep the balance between            wake-up call much deserved.
size and not being 100% dependent
on corporate sponsorship.                    When Harald thanked Bernd for
                                             contributing this to MLOVE, he could
                                             hardly hold back his tears. The crowd
                                             gave standing ovations.




© MLOVE ConFestival 2011

                   39
Audience Feedback
MLOVE, I love you



                                          To me, the strong contrast between
                                          Bernd pointing out the global chal-
                                          lenges we all are facing and shortly
                                          thereafter seeing these wonderful,
                                          brilliant young people shaping their
                                          ideas for their future, that made it an
                                          even more intense experience.

                                          And sort of reemphasized our mutual
                                          responsibility and the fact that each
                                          and everyone of us can and must
                                          help. As Aape Pohjavirta put it during
                                          his talk: “We have no excuses.”

                                          Besides this, I think these kids should
                                          go out to German schools and teach
                                          the teachers to teach.

                                          Thank you.

Finally, the MLOVE Teen Camp.             I’d like to thank Harald and his won-
Last year, Harald’s daughter Toni         derful team for putting this together
Neidhardt gave a talk about the im-       and letting us feel their passion.
pact of Mobile to her teen life. At the   Back into my home office, I hope I
age of 15. It’s available at vimeo and    will be able to carry some of it over to
I strongly encourage you to watch it.     my professional and private life.

That discussion sparked the idea
of doing a Teen Camp at MLOVE
2011.
                                          Namaste.
                                          http://www.24100.net/2011/07/
On day three the young MLOVErs            mlove2011/
from countries all over the world pre-
sented their work. And boy did they
deliver.




© MLOVE ConFestival 2011

                  40
Partners
Sponsors & Media Partners




                               THE NEXT WEB




                           ®




                                Pfade




© MLOVE ConFestival 2011

                 41
MLOVE ConFestival 2011
Imprint
This report and the MLOVE ConFestival 2011 are
productions of MLOVE ConFestival UG, Hamburg
© copyright 2011, All Rights Reserved
www.mlove.com | info@mlove.com


Harald Neidhardt, Curator & Founder MLOVE
Diana Krüger, Producer
Kateryna Redka, Project Coordinator
Franziska Falke, Executive Assistant
Sebastian Weiss, Creation Online & Mobile
Dr. Robert Daubner, Head of Sponsoring
Felix Wieduwilt, Sponsoring Assistant

Advisory Board                        MLOVE Team
Stefanie Hoffmann                     Henning Neidhardt, CI & Design
Jonathan MacDonald                    Philipp von Roeder, Media Director
René Bellack                          Cathrin Sonntag, Coordinator
Andrew J. Scott                       Victor Staf, Photos
Marc O. Schmöger                      Izzy Lawrence, Resident-DJ
                                      Sehnaz Sensan, Teen Camp
Co Curators
                                      Deniz Julia Güngör
Beverly W. Jackson, Music
                                      Boris Bortchen
Jerome Nadel, Design
                                      Felix Arndt
Kei Shimada, Japan
                                      Ilia Kireev
Toni Neidhardt, TeenCamp
                                      Michael von Roeder
Ethan Nadel, TeenCamp
                                        MLOVE Volunteers
Future Cubes
                                        Daniel Doherty
Jonathan MacDonald
                                        Dominic Travers
Julia Leihener, Telekom Creation Center
                                        Fabian Fabian
Darja Carl
                                        Johannes Georg
Open Space                              Megan Mitchell
Jonathan MacDonald                      Miriam Hoppe
Stefanie Hoffmann                       Nina Blasberg
                                        Paul Endrejat
MLOVE TV                                Philipp Deprez
Michelle Uhlig, Editor                  Raphaella Rose
Ralph Hector, Producer                  Stefan Hanke
                                        Stuart Griffith
ImageThink, Graphic Recording
Heather Willems                         and the HPI Students, TeenCamp
Nora Herting

Projektil, Visual Art Show            MLOVE Report
Roman Beranek                         Henning Neidhardt, Art Direction
Jonas Staub                           Harald Neidhardt, Publisher
Martin Fröhlich                       Melinda Green, Editor
Tobias Gemperli, Clever & Son         Kendell Renee Kelly, Editor
                                      Darja Carl, Editor
                                      Tayo Medupin, Contributor
                                      Victor Staf, Photos

© MLOVE ConFestival 2011

                42
ConFestival 2012



Feedback, ideas and contact:
feedback@mlove.com

Register Now:
MLOVE Japan 2011
Tokyo, October 29, 2011
www.mlove.com/japan

Save The Date:
MLOVE ConFestival 2012
Beesenstedt Castle, South of Berlin
June 20-22, 2012
www.mlove.com

MLOVE ConFestival (USA)
Spring 2012

MLOVE ConFestival (Asia)
Fall 2012

For sponsorships and inquires about custom, corporate workshops
please send an email to sponsor@mlove.com


How will mobile change your future?

The MLOVE ConFestival has been named a ‘TED for Mobile’ and a meetup
of the ‘IT avantgarde’ with an engaging and inspiring format in the setting of
a 19th century castle in the former Eastern Germany. The MLOVE ConFes-
tival, focused on innovative mobile opportunities for brands, entertainment
and advertising and the impact of mobile as a social catalyst for positive
change.

The MLOVE ConFestival brings together CEOs, innovators and entrepre-
neurs from across multiple disciplines to share, learn and cross-pollinate
ideas with an array of scientists, artists and other thought leaders. The event
exposes the mobile industry to the best minds outside of mobile to maximize
the opportunity of creating life-changing services and applications that can
impact us all for the better.

The MLOVE tribe started grass roots by an international group of “mobile
passionistas” in 2008. Through MLOVE “camps” in Andorra, Barcelona, San
Francisco, Munich, London, New York and Singapore the agenda for MLOVE
evolved into more than mobile: the goal is to stimulate new ideas and think-
ing which you can apply to your life, your business and to inspire others.

For more information please visit: www.mlove.com | www.mlove.tv
MLOVE ConFestival Report 2011

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MLOVE ConFestival Report 2011

  • 1. Report 2011 How will Mobile change your Future? Passion. Inspiration. Future of Mobile.
  • 2. ConFestival 2011 29.06. - 02.07.2011, Schloss Beesenstedt Set in a 100 room, 19th Century pri- With three days of amazing talks, vate castle South of Berlin, Germany controversial discussions, fascinat- over three nights and 2 days, an en- ing workshops the 250+ participants gaging crowd of global mobile indus- summed up the MLOVE ConFestival try executives, entrepreneurs and with one major Zeitgeist theme: “The developers mixed with architects, positive future of society depends on scientists, musicians and social en- the balance between humanity, tech- trepreneurs to share and develop nology and commerce.” ”The 2011 MLOVE ConFestival The MLOVE ConFestival 2011 thanks all participants, partners and cemented its reputation as ‘a TED especially our sponsors: for mobile’ by spoiling attendees with three days of inspirational talks and workshops! – Contagious Magazine experiences in a highly interactive format and learn from each other about the opportunites that mobile presents today. The highly interactive format of the MLOVE ConFestival 2011 MLOVE ConFestival is designed to www.mlove.com create an informal and playful envi- © copyright 2011, ronment whereby Ideas are not only MLOVE ConFestival UG discussed but actually developed by teams of participants in the MLOVE Watch the documentation, Future Cubes. more interviews and presenta- tions at www.mlove.tv Creativity really took off in these Fu- ture Cubes with a highly interactive .TV ideation format. 10 future cubes in- cluded themes from mobile adver- tising to sustainability. The results where remarkable and some have the potential to be included in future products or services and to be the next big thing. 2
  • 3. MLOVE Report Mobile will change your future! ”MLOVE shows its potential as – as well as many volunteers; all of which made it possible to establish the MLOVE ConFestival. Namaste! an open innovation format where In this report we try to summarize cru- passionate participants become cial topics for the Future of Mobile – as family during three intense days a much more than a technical platform or media channel: Mobile is becom- and nights. ing the remote control for our lives. MLOVE is challenging innovators and entrepreneurs to involve critical The ideas continue to grow in the points of view, to invite participation and learn from your peers worldwide MLOVE community beyond the and to become a catalyst for positive castle walls that act as a catalyst to change to advance mankind. spark positive change. – Harald Neidhardt We invite you to share this report, send us your feedback and become part of MLOVE – as a participant at MLOVE has established itself an in- our events, as a volunteer or partner spiring new platform to collaborate and online in our community at www. and ideate about the Future of Mo- mlove.com. bile and beyond. Harald Neidhardt I am full of gratitude for the amazing Curator & Founder, MLOVE speakers, a fantastic audience and harald@mlove.com hardworking team that was support- ed by great sponsors and partners © MLOVE ConFestival 2011 3
  • 4. ConFestival 2011 The MLOVE Zeitgeist: The positive future of society depends on the balance between humanity, technology and commerce. (Collected and synthethized during the Open Space at MLOVE 2011) © MLOVE ConFestival 2011 4
  • 5. Intro Mobile is the Future ”Passion. Inspiration. Future of Mobile. – MLOVE Theme Mobile is the power to change Small is beautiful. So is big. It does not the world in the palm of our matter where you work. All that mat- hands. ters is your passion and willingness to work together. This is MLOVE. Somewhere south of Berlin, 250 passionate individuals from about 20 Mobile is more than countries gathered in a castle. Over technology. 2 days and 3 nights, we shared ideas and personal narratives. We listened Mobile has changed the way we with open minds. We collaborated connect with one another. To fully without egos and non-disclosure embrace the possibilities of mobile, agreements. We ate. We drank. We we have to look beyond “applica- burned things. We danced not just tions” and apply some of the most until dawn but for hours after the sun basic forms of communication and came up. to sustain ourselves. © MLOVE ConFestival 2011 5
  • 6. Intro Mobile is analog Mere hours after arriving to the Bread is one of the building blocks of MLOVE Castle, we gathered in the civilization. Jane Mason, founder ballroom and were each given a dif- of Virtuous Bread, uses the simple ferent percussion instrument. Tam- act of baking to remind us why col- bourines. Bongos. Maracas. Led laboration is what leads to success. by REMO’s John Fitzgerald and Each ingredient—together—creates his cowbell, it did not take long to the finished product. overcome the thoughts of “I can’t do this.” Every single person in the Getting back to the basics of why room was contributing equally to the and how we connect is at the heart astounding energy of a 250-person of MLOVE. The two-day “ConFes- drum circle. tival” is part TED and part Burning Man. Brief, inspirational presentations, panels, and collaboration sessions in an intimate, off-the-beaten-path set- ting bring together a group of inno- vators from every imaginable place and background with one shared commonality—a passion for chang- ing the world through mobile com- munications. There are more mobile phones than there are toothbrushes, or portable drinking water. A tool of tremendous cultural penetration and power. How can we use mobile to not only fos- ter our connection to one another, across language, race, culture, and age--but also as the change we wish to see in the world? © MLOVE ConFestival 2011 6
  • 7. Inspirational Jonathan MacDonald Changing the future begins with “Super Cooperators” - which particu- changing perceptions and behav- lar behavior is pointed out in a book iors. Is it easier than we think? “The by Martin Nowak as fundamental in vital ingredient for success in evolu- the development of mankind. tion is cooperation,” says Jonathan MacDonald, Founder of Every Sin- He added that the opportunity here at gle One Of Us. MLOVE is to use our in-built human capability, in harmony with each oth- MLOVE advisory board member er, and with cooperative technology Jonathan invited the audience to be for the advancement of mankind. ”Namaste: The divinity within me salutes the divinity within you. – Jonathan MacDonald © MLOVE ConFestival 2011 7
  • 8. Inspirational Thomas Goetz “Human behavior is the linchpin of many of our global problems,” says Thomas Goetz, Executive Editor of Wired. “Feedback loops help to address this behavior in small but favorable ways – show evidence, relevance, and consequence.” ”10% is the magic number for everything. Change behavior by 10% and change the world. – Thomas Goetz Thomas presented his Wired (US) title story (August, 2011) © MLOVE ConFestival 2011 8
  • 9. Inspirational Peter Hale Small is beautiful. Small can create extraordinary things. And often it is the most extraordinary that is ob- served or created through the simple desire for joy. “Really small things can bring immense joy. Personality goes a long way when it comes to simple joy,” says Peter Hale, de- signer & co-founder of GBH. “Basic ingenuity can bring joy. The random collisions and the way things come together can bring joy. Analog can be joyful—there’s a humanity and warmth which is often lacking in digital.” Indeed. To fully embrace the possibilities of mobile technology, we need to un- derstand one thing. And this one thing must be at the heart of every- thing we do. Mobile is nothing if it is not human. ”So what I’m talking about is finding joy in simple things by being thoughtful and making more of less. – Peter Hale © MLOVE ConFestival 2011 9
  • 10. Inspirational Corvida Raven, Daniel Graf Technology is not everything – even those at the forefront of mobile un- derstand this crucial truth. But mo- bile technology can change lives, and the opportunity to do so expands every day. “It is now entirely possible to innovate with little to no resourc- es,” says Daniel Graf, Director of Google’s Mobile Apps Lab. “This is evident in the success of tiny start- The possibilities with mobile are end- ups where there are only one or two less. Now it is only a question of how creating and developing.” we put the power of mobile into the hands of everyone. “Mobile is still a luxury,” says Corvida Raven, part of the TED staff and founder of She- Geeks.net. “We talk of the promise of mobile, but we need to ensure it is accessible to everyone.” © MLOVE ConFestival 2011 10
  • 11. Health Adele Waugaman When disaster strikes, mobile tech- has replaced error-prone, paper- nology can play a critical role in both based recordkeeping and reduced rescue and relief efforts. Mobile delay in patient care. It has also led technology connects three times to improved clinical outcomes and as many people as landlines. The reduced treatment costs, as well as United Nations and Vodafone have served as an effective tool for data joined forces to not only improve di- collection, record access, and the ”Today’s mobile phones are more tracking of public health outbreaks and disease. powerful than the computers used by NASA in 1969. – Adele Waugaman saster response through mobile re- search & innovation, but also to im- prove global health. Over £15M has been invested in one of the United mHealth also educates. SMS alerts Nations Foundations largest joint support public health and behav- partnerships with the private sector. ioral change campaigns. The more A result of this partnership, mHealth mobile technology integrates itself into developing countries, the farther they go. “Developing nations are the fastest-growing markets for cellular phones,” says Adele Waugaman, Senior Director of the Technology Partnerships for the United Nations Foundation. “Of the 5.3B mobile subscriptions in 2010, 3.5B were in these countries.” © MLOVE ConFestival 2011 11
  • 12. Singularity Yuri van Geest, Russell Buckley Encompassing the entire bio-neuro- potentially develop a DNA-based nano-AI-robots realm, singularity economy,” says van Geest. “The ulti- also may play the key role in the mate in personalization.” future of health care. Mobile offers the potential to go far beyond track- Singularity occurs when humans ing workout plans or caloric intake. transcend biology, opening up end- According to Yuri van Geest, ex- less possibilities in artificial intelli- ponential growth of technological gence & robotics. One day, everyone progress will soon go far beyond the could live in the cloud and believe storage of health data and into the it to be the real world. Considered world of medical testing. both frightening and thrilling, the ”Making the invisible visible and controversy surrounding singular- ity will obviously increase--just as exponential growth ensures rapid social. This is planned serendipity. technological advancements. “What happens when machines decide – Yuri van Geest they can do a better job than us? This occurs only when we create a It is already possible to manage computer with enough power to cre- diabetes and test one’s blood for ate another computer,” says Mob- glucose levels (iGBStar®) through happy’s Russell Buckley. While the iPhone. Imagine being able to this may not happen in the immedi- test for HIV, Tuberculosis, and even ate future, it has been nonetheless a cancer from your phone. Would the fear of humanity since the industrial power to map at your fingertips lead revolution--but to deny the pursuit of to a utopian existence or restrictive, such innovation may also prohibit Gattaca-esque society? “We can human evolution. © MLOVE ConFestival 2011 12
  • 13. Sustainability Bernd Kolb “The best way to predict the future is to invent it,” says Bernd Kolb, founder of the Club of Marrakesh, an organization of international inno- vators alive with the entrepreneur- ial spirit and a firm commitment to achieving sustainability through prof- itability. How can mobile help insure a strong future for both our ecosys- tems and economies? ”Ways of being and civilizations are not static and they are not invincible no matter how seemingly pervasive and omnipotent. – Bernd Kolb © MLOVE ConFestival 2011 13
  • 14. Sustainability Michael Bültmann Large companies need to commit In addition to recycling, Nokia cus- themselves to not just making mon- tomers in European nations may ey, but also making a better future download an app focused showing for our planet. them how to reduce carbon emis- sions while traveling throughout the Environmental solutions as strategy continent. are the core component of Nokia’s innovation plan. “If you focus on Nokia also strives to improve the making things better and more sus- lives of those in both developed tainable, this trickles down to every- and developing countries through one and everything involved,” says mobile. Nokia Life Tools offer local- Michael Bültmann, Managing Di- rector of Nokia GmbH. Nokia encourages the recycling of their mobile products, and in the past 10 years have reduced the environ- mental impact of phone production by 65%. ”If you focus on making things ization, information, education, and better and more sustainable, this entertainment. Nokia Money, a suite of personal finance tools, has been trickles down to everyone and successful in both India and several African nations. everything involved. – Michael Bültmann © MLOVE ConFestival 2011 14
  • 15. Education Aape Pohjarvirta, E. Tamés Mobile technology is already altering indispensible classroom tool in both the way we learn. In many parts of the high schools and universities. What world today, a young child may grow began as a pilot program with 6 stu- up in a touch-screen reality. We can dents has now reached over 3000, improve literacy through ease-of-use and recently won the World Sum- and engagement. Mobile facilitates mit Award for Best Mobile Learning collaboration in the classroom, and Model in Latin America. “When we even students with learning disabili- gave them the phones, they started ties are benefitting from this shift to interacting. Working together, shar- a more involved, more cooperative ing, and most importantly discuss- learning environment. ing,” says Tamés. Mexico is cur- ”This is the first time in the history rently working on implementing the program nationwide. of mankind that every single one Transforming content from Finland’s leading elementary education sys- of us could change our future if we tem into a mobile application called Ympyra (Finnish for circle), Aape knew how to do it. – Aape Pohjarvirta Pohjarvirta seeks to take mobile learning worldwide. “Look at Mexico. It works. Mobile has made learning For the past 3 years, Enrique so scalable, so fast. Do you want to Tamés Muñoz of the Tecnológico be the reason for the future or an ex- de Monterrey in Mexico City has cuse,” says Pohjarvirta. “Let’s make been turning the smart phone into an this dream real.” © MLOVE ConFestival 2011 15
  • 16. Japan Kei Shimada The very near future of mobile has Japan was also the first nation to already arrived. In Japan. Mobile in- propose universal adoption of LTE ternet, cameras, and MMS are just a mobile technology. “LTE is the new few of the innovations that originat- super-mobile network,” says Zoltan ed here. 9 out of 10 Japanese resi- Bickel, LTE Director for Vodafone dents use mobile data services—ap- Germany. proximately 75% of which use their phones beyond messaging. “Inno- “LTE operates at a lower frequency, vation is facilitated through revenue offering a larger reach. What appli- sharing favoring the content provid- cations are possible over this mas- ers over the mobile carriers,” says sive bandwith have the potential to Kei Shimada, Founder and CEO change people’s lives.” of Infinita Inc. ”Japan is a hub for not only innovation, but long-term vision. – Kei Shimada In Japan, your mobile can be used to improve your golf swing, to calculate how many steps you take in a day. It’s an affordable concierge provider to over 4M. Mobile phones even act as one’s pass on what is arguably the world’s most-sophisticated rail network. At McDonald’s, not only may you pay with your phone, you may also redeem coupons based upon your purchase history at the register. © MLOVE ConFestival 2011 16
  • 17. Japan Kudo, Mizukawa, Kitamura “Mobile can reduce limitations and lead to an increase in communi- cation. Visual communication re- duces limitations across the globe, transcending borders, nations, cultures, and languages,” says Takeshi Kudo, Chief Editor of Team Lab. In 2010, Dentsu’s Team Lab devel- oped one of the biggest revelations in mobile-based augmented reality. iButterfly Plus made its international debut at MLOVE. The popular Japa- nese iPhone app is location-based AR, where users “catch butterflies.” Created in Tokyo through Butterfly Corporation and Dentsu’s Mobile Art Lab, iButterfly is both a game and promotional tool encompassing GPS and motion sensor technology. iButterfly Plus was launched exclusivly at MLOVE 2011 by DENTSU’s Takeshi Mizukawa and iButterfly CEO, Katsutoshi Kitamura. © MLOVE ConFestival 2011 17
  • 18. Communication Martin Lange More than anything and at the high- “Some marketplaces never change, est level, mobile is about one thing: even if technology has entered,” says Communication. Whether its how Martin Lange, Executive Market- we communicate with our friends & ing Director of Mobile@Olgivy. family, or how brands communicate their product, communication is at Location is everything in retail and the heart of each & every marketing now location is in your pocket. It is on (and mobile) endeavor. your phone. And people still use the opinions of their peers to make deci- Communication must be broken sions about the products they want down into the basics. It does not to buy. The journeys of consumers matter whether we are talking about are no longer linear. They can begin fostering connections or commerce. at any time, and companies need to ”Some marketplaces never adapt and prepare. change, even if technology has entered. – Martin Lange © MLOVE ConFestival 2011 18
  • 19. Communication Dr. Bernd Becker Volkswagen has successfully imple- “Closer and more profitable consum- mented brand initiatives through er relationships were made possible taking the sales process online and by innovative usage of digital chan- mobile. In 2009, the Volkswagen nels,” says Dr. Bernd Becker, Golf GTI was the first automobile to Head of Consumer Interaction Man- be launched digitally. Over 5 million agement at Volkswagen Internation- downloads ensued, making it the top al. “We improved information and app in 36 countries. 50% of Golf GTI service to both Volkswagen dealers sales were to new owners, and even and customers.” more astounding, the cost-per-sale ratio was 97% less than at traditional launch. ”Closer and more profitable consumer relationships were made possible by innovative usage of digital channels. – Dr. Bernd Becker Volkswagen desired to further strengthen the relationship with their customers. So they gave them a voice. In car-crazy China, Volkswa- gen recently asked what kind of car do you want? The People’s Car Project launched in May, creating a social platform where potential customers could de- sign the car they wanted to drive— and help the automaker create “the Volkswagen model of the future.” Less than two months later, there are over 20,000 registered users, and the car creator option drives over 50% of traffic to the site. Personalizing digital relationships and experiences is key in today’s marketing strategies. Mobile apps can help do this, especially when one considers the average smartphone user has 30 apps on their phone, 9 of which they have used within the past month. Just think of the market- ing possibilities. © MLOVE ConFestival 2011 19
  • 20. Music Chamillionaire “We’ve seen the tech industry knock Mobile just gives us another way to down the music industry. Tech is tell stories, and hear the stories of changing the future,” says Grammy- others. Mobile has given artists new winning rap artist Chamillionaire. ways to share their art and to con- “The music industry is a dinosaur nect with their fans. and they’ve made a lot of mistakes ignoring technology.” Mobile has turned the music industry upside down, but in the end, it is still about music. And music is the art of storytelling. ”Mobile has changed the industry, enabling me to connect directly with my fans. – Chamillionaire © MLOVE ConFestival 2011 20
  • 21. Music Justin Ellington Mobile has created an entirely new Mobile not only connects the fan to sort of jam session. “Digitization has the artist, but to music itself. The way changed what is defined as collabo- we express ourselves is enhanced ration. Now you can create across not only by what we listen to on our distances. Is this better? What about sharing a physical space and bouncing ideas off one another,” says producer & composer Justin Ellington. “I take your story and I give it back to you audibly.” “The new band might look different, but it’s coming back. Technology creates immediate opportunities. Mobile speeds up the process. You phones. Maybe we can’t sing or play don’t need instruments. Your phone an instrument, but now we can find can make the beats.” the musician within ourselves. ”Technology creates immediate Because we all have a story to tell. opportunities for music. – Justin Ellington Music Session Co-Curated by Beverly W. Jackson © MLOVE ConFestival 2011 21
  • 22. This is MLOVE Opportunities & Passion This is what MLOVE is all about. Re- alizing and embracing the opportu- nities that mobile technology affords us. Opportunities driven by much more than profit or ego. Opportuni- ties driven by the inherent desire to change the world and empower those around us, regardless of ge- ography, language, or culture. End- less opportunities. ”Namaste. Endless opportunities which may be fully realized when we grasp one simple thing: Passion. © MLOVE ConFestival 2011 22
  • 23. Future Cubes In the Box, Instead of out What do you need for shaping the with enough room to generate and future? An old barn with plain white share ideas and that inspires and walls, some paint, post-its and great stimulates through exploring beyond minds from all over the world that the comfort zone. are passionate about mobile com- munication. In teams attendees developed so- lutions and creative ideas on how mobile technology will influence our thinking about · advertising · health · education · music & entertainment · gaming · sustainability In the surreal environment of a 115 · data safety/ownership year old castle’s barn, somewhere · research & development in Sachsen-Anhalt, Germany, about 250 entrepreneurs, strategists, cre- in the future. During the idea genera- ative thinkers, innovators and other tion process the focus was solely on the topic of each cube. ”Future Cubes: Stimulation of The remoteness of the castle barn, but also the fact that you can freely cognitive flexibility and motivation use the space and materials around you without being led by any kind of to create. – Darja Carl structure stimulates cognitive flex- ibility and frees up motivation to cre- visionary MLOVErs took the chal- ate. Cognitive flexibility and motiva- lenge to imagine, how mobile tech- tion are important resources in an nology will change our future. ideation process and enhance the chance of highly original ideas for Thinking about the future of high-end new products or new ways of using technology in a barn of a pretty aged mobile technology in the future. castle seems a rather radical con- trast at first, but creates its own dy- The process was moderated by namic in the creative process at this Julia Leihener from Telekom Cre- very unique event. From research ation Center in Berlin and Jonathan we know that creative outcomes are MacDonald from EverySingleOneO- a function of personal abilities and fUs in London. The ideas aimed to the context, in which we create. In proactively shape the future by dis- the FUTURE CUBES at MLOVE covering latent customer demands ConFestival we created an environ- instead of just reacting to well-known ment that provided the attendees needs. © MLOVE ConFestival 2011 23
  • 24. Future Cubes In the Box, Instead of out In the process the groups built up While being known for killing intrinsic intrinsic motivation, that means that motivation and therefore creativity, they enjoyed the process of creat- competition can be stimulating, when ing itself, instead of solely perform- it is integrated within a cooperative ing due to external pressures. This environment. In the Future Cubes became evident when after two long attendees chose the topic they were days and one afternoon of inten- most passionate about and worked sive working together without many on their ideas together and therefore breaks they resisted to finish to stop could benefit form both: collective working on the projects. Instead they collaboration and the activating ele- asked for additional time and after ment of competition. over two hours of idea generation presented their results in the forum in the most enthusiastic and inspir- ing way. Although the brainstorming in groups approach is widely-used in organiza- tions, it falls short in some parts. One of its downsides is the fact that in a group discussion only one person can speak at a time. Finally, four ideas made it to the TOP ”In the Future Cubes, where the 3 neck-to-neck: WINNER: communication modes range from - a holistic approach to entertainment through the integration of a watching discussing, painting, pinning cards (video), a reading (books), a sound (song) and a gaming experience (for to brainmapping and nobody is in- MUSIC & ENTERTAINMENT) terrupted in his/her own creative RUNNERS-UP: process. – Darja Carl - a spanning the generations, in- tegrative approach to education in schools (for EDUCATION) To spice this creative exercise up a - an innovative application that ana- little bit, an MLOVE award was an- lyzes individual stress patterns and nounced for the best idea. To em- demands and suggests individual brace one of the MLOVE leading measures for stress reduction (for principles “It’s about the people” we HEALTH) let everybody vote, instead of relying - new applications that allow to com- on a smaller jury. bine technology with human factors with unlimited possibilities, such as embanking the spreading of viruses through early virus detection (for SINGULARITY) © MLOVE ConFestival 2011 24
  • 25. Future Cubes In the Box, Instead of out The winner team received the MLOVE Future Cube award at the inaugural award ceremony during the final dinner on Friday. The glass cube with a fluorescent bulb and an MLOVE logo is a symbol for gain- ing new insights personally, as well as professionally and generating new, original ideas throughout the intense program of three full days of MLOVE. The unique experience and the feel- ing of sharing the same values with people from totally different parts of the world instantly establishes a mutual community spirit amongst MLOVERs. It is frequently described as family by attendees. This enabling ”Passion, boldness and environment makes for unique, rich and unforgettable experience at MLOVE – Darja Carl environment, passion for shaping The Future Cubes the future and the boldness to rely were kindly supported by on your instincts made the Future Cubes experience- and even more than that - the MLOVE experience unique, rich and unforgettable. Thank you, MLOVERs! © MLOVE ConFestival 2011 25
  • 26. Teen Camp A Voice for our Future ”. On April 2011, the Design Thinking During this time, the teams applied School at the Hasso-Plattner Insti- the Design Thinking process to the tute in Potsdam has been challenged challenge. to design an attractive venue for the teenagers of the MLOVE Confestival First they went through a phase of that would enable them to actively understanding and observing: with a create the future of mobile commu- 360 degree Research that included nication. interviews with the MLOVE partners and its collaborators; with experts in With this challenge in mind, two development psychology and mobile teams of 10 interdisciplinary stu- media; group interviews with teen- dents, experts in Physics, Cultural agers, questionnaires, participatory Management, Design, Psychology, observation in museums and other Film, Economics, Education and cultural venues; internet and biblio- Multimedia went through a 6 weeks graphical research. project whose results where part of the MLOVE TeenCamp 2011. © MLOVE ConFestival 2011 26
  • 27. Teen Camp A Voice for our Future The goal of the MLOVE Teen camp In the Future, teens wish for more in- was to provide a fun event for the novation and cheaper rate plans and teenagers where they can think devices – plus they wish to have an about the future of mobile communi- undestroyable cell phone and a la- cation in a playful manner. ser screen instead of a display. The results of the teen-camp were After three days of MLOVE, observ- presented in a teen panel on stage ing workshops, speeches, teens and at the MLOVE ConFestival. adults; speaking to many different people about their opinions and ex- pressions, many more insights have ”MLOVE Teen Camp was a blast! been gained that help for a further development of the MLOVE Teen- Camp conference design for 2012. It was awesome to get to know so The Teencamp Summary many cool new friends from all around Europe! – Antonia Neidhardt · MLOVE Teen camp is a changing life experience. · The adults loved the teenager in the open space – more mixed pro- Insights from MLOVE Teen gramming is desired Camp · Parents support the educational Teenagers use social networks, approach Chats, SMS and Mails to share their thoughts, dreams and wishes with · The venue can be even more wild their best friends. Most teenagers and crazy! are Smartphone owners. Teenagers find it cool when their friends have the same Smartphone. Boys and girls use their Smartphone and apps differently: Boys play more games on Smart- phones than girls do. Girls have a stronger need to express their feel- ings with friends on social platforms, for instance. © MLOVE ConFestival 2011 27
  • 28. Speakers MLOVE ConFestival 2011 Aape Pohjavirta Ariel Greifman Founder, Chancellor & CEO, Principal Research Analyst, Ympyra MediaMind Adele Waugaman Dr. Bernd Becker Senior Director, Head of Consumer Interaction Technology Partnership, Management, Volkswagen United Nations Foundation Bernd Kolb Andreas Haug Founder, Managing Partner, Club of Marrakesh eVenture Capital Partners Beverly W. Jackson Andrew J. Scott Co-Curator, MLOVE Music Co-Founder, Magical Jaguar Director Marketing & Social Media, Recording Academy (GRAMMY’s) Antonia Philippa Neidhardt Co-Curator, MLOVE Teen Camp Chamillionaire GRAMMY-Award winning Musician © MLOVE ConFestival 2011 28
  • 29. Speakers MLOVE ConFestival 2011 Corvida Raven Mike Butcher Technology Writer & Social Media Editor, TechCrunch Europe Strategist, Founder and Editor of SheGeeks.net; TED staff Peter Hale Designer and co-founder, GBH Daniel Graf Director of Mobile Apps Lab, Redg Snodgrass Google Strategic Alliance / Innovation, Alcatel-Lucent Enrique Tamés Muñoz Dean, School of Humanities, John Fitzgerald Russell Buckley Tecnológico de Monterrey, Mexico Manager of Recreational Music Editor, MobHappy Activities, Remo Inc. CMO, Eagle Eye Ethan Nadel Co-Curator, Teen Camp Jonathan MacDonald Takashi Kudo Co-Founder, this fluid world Chief Editor, Team-Lab Dr. Gunnar Bender Founder, Every Single One Of Us Head of Corporate Takeshi Mizukawa Communications, Justin Ellington Planning Director, Dentsu, Japan E-PLUS Group Composer, Producer Thomas Goetz Harald Neidhardt Katsutoshi Kitamura Executive Editor, Founder of MLOVE, CEO, iButterfly Corporation WIRED Magazine (USA) Curator, MLOVE ConFestival Kei Shimada Thomas Mendrina Izzy Lawrence Founder and CEO, Infinita Inc. Country Manager DACH, DJ / Radio & TV Presenter / Blogger Admeld Kendell Rennee Kelly Jane Mason Esq., Kendell Kelly, P. C. Will Sansom Baker, writer and Writer & Consultant, social entrepreneur Martin Lange Contagious Communications Executive Marketing Director & Jean Schmitt Global Lead of Mobile@Ogilvy, Yuri van Geest Mangaging Partner, JoltTech and OgilvyOne Worldwide Founder, Trend8 Venture Partner, Sofinnova Partners Dr. Michael Bültmann Zoltan Bickel Managing Director, Nokia GmbH Vodafone Germany, Director LTE View all speaker presentations at: www.mlove.tv © MLOVE ConFestival 2011 29
  • 30. StartUp & Jury 1. MLOVE StartUp Competition Winner 2011: Jury: Booklet Mobile, Berlin Andreas Haug, Michael von Roeder eVenture Partners Runners Up: Daniel Graf, ToothTag, Neuaer, L.A. Google Dave Mathews Jean Schmidt, Pistachio, Berlin JoltTech & Sofinnova Anthony Barba Mike Butcher, Privowny, Paris TechCrunch Europe Hervé Le Jouan Ralf-Dieter Wagner, Slick Flick, London Accenture Maria Constantinescu Moderated by: Andrew J. Scott © MLOVE ConFestival 2011 30
  • 31. An Open Letter to the FTC Kendell R. Kelly for MLOVE MLOVE respectfully submitted Here are the details: these following Comments in response to the request by “the” FTC guides, generally, are useful be- following Federal Trade Com- cause they provide consumers with mission (“FTC” or “Commis- increased certainty in a sometimes sion”) for proposed revisions turbulent marketplace. They are to its Guidance to Businesses also helpful to businesses to provide About Online Advertising (“Dot clarity on how the Commission inter- Com Disclosures”). prets its authority in a certain area. MLOVE Ideal Revisions The Dot Com Disclosures were pub- lished in 2000 and the landscape of No Regulation or Collaborative – In- advertising and sales on the Inter- dustry Self Governance is ideal. If net has changed dramatically since not, then. This dated guidance did not contemplate the existing mobile · Rules & Regulations consistent market nor the developing point-of- with the practices of the rest of the sale and location-based markets world. that have grown concurrently with developments in mobile technology. · Allow for competition and com- merce to flow throughout the world- Although we understand and wel- wide mobile marketplace. come the request for Comments, we believe that past revisions have only · Clear & Easy User Control Interface resulted in market confusion, and in (preferably by FTC Standard) over this case we purport that trend would advertising and marketing delivery, be repeated. From our research, in including benefits for opting in. the past, the Commission has fa- vored and encouraged self-regula- · Consumer has clear understand- tion in emerging markets such as ing of value proposition relative to the Internet; showing preference to information sharing and content ac- maintain the standard principles that ceptance. have guided commerce effectively for almost three decades. · Standard Terms and Conditions paragraph, mandated by the FTC, The stated purpose of the proposed explaining how to access and use revision is to give the Dot Com Dis- the above mentioned User Control closures more relevance reflecting Interface. the changes to the industry since they were published, but as this area is still developing new regulations at this time may have a chilling effect on United States commerce especially with nations that have advanced fur- ther in mobile technology. © MLOVE ConFestival 2011 31
  • 32. An Open Letter to the FTC Kendell R. Kelly for MLOVE MLOVE provides a plethora of op- the majority of the online and mobile portunities for event participants to tech community -- there should be collaborate, create and plan for our no new regulation. Specifically, in collective mobile future. regards to mobile, the belief is that the FTC cannot and should not be- One such opportunity for intense gin to create additional regulations exchange and thought is targeted specifically for mobile because the examination in an MLOVE Future start of regulation will only lead to Cube. It was there that we brain- further regulation. Mobile advertis- stormed the implications of revisions ers already face challenges in intro- to the FTC’s Dot Com Disclosures. ducing new products and services to Soon our blank slate was colored potential customers -- as technology with theory and questions -- the re- moves quicker, broader regulations sult is synopsized and reproduced, can begin to hinder commerce and with just a few less post-its! advancement. Advertisers under- stand the current rule - If the disclo- ”If we must be regulated, allow the sure of information is necessary to prevent an advertisement from be- ing deceptive, then it must be clear online and mobile communities to and conspicuous -- so translating those rules for effective use on the regulate ourselves. – Kendell Renee Kelly small screen of a handheld device should be the extent of change not a new set of regulations to learn then conform to. The MLOVE “FTC Comment” Fu- ture Cube produced a cross-section The United States online and mobile of opinions of the mobile commu- communities have already begun to nity from varied national, cultural regulate themselves and collabo- and technical backgrounds. From rate with their colleagues across the Japan to Germany and back to the globe. Organizations such as the United States, a common thread Word of Mouth Marketing Associa- that everyone working in the mobile tion (WOMMA), the Mobile Market- space appears to know is that there ing Association (MMA) and the In- is much more to come than has cur- teractive Advertising Bureau (IAB) rently been created, launched or have begun to codify standards and monetized. This common belief, not best practices across various areas surprisingly, also ties together the of online and mobile advertising. MLOVE segment of the mobile com- munity relative to how they believe These standards are regularly up- the growing, global mobile market- dated with technological advance- place should be regulated. ment because they are created by professionals engaged in the online As a general rule, the sentiment in and mobile marketing industries ev- the MLOVE Future Cube reflects eryday. Who better to perfect stan- © MLOVE ConFestival 2011 32
  • 33. An Open Letter to the FTC Kendell R. Kelly for MLOVE dards in these emerging areas than that could be caused. The mobile marketing professionals familiar with market is growing exponential, but existing Commission regulations and still has a long way to go. Stymying experts on the new technology? that growth with regulations, espe- cially those not present for the rest Self regulation and market correc- of the world, could cripple the US’s tion has worked in other parts of the ability to participate in global mobile world (examples submitted to FTC). advancement and the marketplace associated therewith. If Commission must impose ad- ditional regulation, it should think As users move through their day globally, consider trade implications buying products, “checking-in,” using of technological advances abroad, wi-fi and the like, thousands of data the potential for new international points are being transmitted. Those consumers and do nothing to hinder data points can then be aggregated commerce. to target marketing pushes based on the known interests of the consumer, Worldwide spending on mobile also known as behavioral advertising advertising is predicted to be US -- preference data collected is paired $3.3 billion in 2011 then sky rocket with user identifying data then cor- to $20.6 billion in 2015, driven by related to make suggestions. search ads and local ads. The issue of disclosure should be If the Commission must impose ad- key to any guidance provided rela- ditional regulations, there should be tive to this type of online and mobile no additions that interfere with global advertising. commerce, creativity or competition. Specifically, consumers should be “Data is the New Oil.” Clive given clear, conspicuous disclosure Humby’s quote is the new cliche regarding what is collected, a clear of the online and mobile industries way to stop the action or modify the and much like the energy industry, type of data being shared. Ideally, if unchecked, regulation could be a in order to provide consumers with financial block to entry into a once easy control over their data, each thriving open field. In making regu- application collecting data should in- lations, it is imperative not to favor clude a web or mobile based “User encumbrance and thus make barri- Control Interface” that allows users ers to competition so high that new to opt in or out at their leisure. entrants are excluded or stalwarts become preferred. Further, any new rules or regulations should respect Video LINK: the potential damage to creativity http://www.vimeo.com/25554360 © MLOVE ConFestival 2011 33
  • 34. Atmosphere Work Hard. © MLOVE ConFestival 2011 34
  • 35. Atmosphere Play Hard. © MLOVE ConFestival 2011 35
  • 36. Media Feedback TechCrunch, Europe MLOVE – Trying to figure out The event covered the areas of edu- the future of mobile, the uni- cation, health, entertainment, com- verse and… everything munication and – in part because I insisted – commerce (which ended Mike Butcher, Editor, Tech- up being a major theme). Crunch Europe Meanwhile, a “Teen Camp” lets a MLOVE has been something of an group of European teenagers spin underground movement the last up ideas of their own separate to the couple of years. Billed as a ‘confes- main conference and present their tival’ it’s more like the kind of three- thoughts at the end. It was a sober- day off-the-wall workshop with a few ing dose of a teenagers eye-view of (excellent, mind) keynote speeches the world. that you might have found happen- ing in the Mission district during the Speakers included Thomas Goetz, 1960s. There is a lot of high concept Executive Editor of Wired Magazine, thinking about not just the future of Katsutoshi Kitamura who went over mobile and its effects on society, but the augmented reality game iBut- the future of society itself. terfly (try it on your iphone – with a special MLOVE edition – for first ”…it’s the connections and the time outside of Japan). And Grammy Award winning Musician Chamillion- aire talked about his adventures in conversations that seem to be the tech. A startup competition crowned Berlin based bookletmobile, which main win at this event. – Mike Butcher brings booklets to mobile devices based on location. In part because MLOVE entertains The event culmates with the MLOVE just 250 people (only 150 in 2010) Future Cubes, which have to pro- and its 200 miles form Berlin, you duce 10 themes from the event. get to interact with the speakers in The resulting conclusion of all this a way you might not at other confer- workshopping was deep, though ences. a tad vague: “The positive future of society depends on the balance Held in an 18th century castle in the between humanity, technology and former East Germany, participants, commerce.” drum to a beat set down by organis- er Harald Neidhardt (interviewed No matter, it’s the connections and below), but he is a benign curator, the conversations that seem to be bringing in speakers from all over the main win at this event. the world to share their knowledge of mobile and creativity. Posted here: http://eu.techcrunch. com/2011/07/13/mlove-trying-to- figure-out-the-future-of-mobile-the- universe-and-everything/ © MLOVE ConFestival 2011 36
  • 37. Media Feedback Contagious Magazine MLOVE ConFestival, perfectly by Dr Bernd Becker - head A Round Up of consumer interaction manage- ment at Volkswagen International - An eclectic selection of develop- who talked through some of the auto ers, marketers and even venture brand’s most successful mobile ex- capitalists congregated for the 2011 ecutions. MLOVE ConFestival last week Other highlights included a thorough- Held in an ever-so-slighty delapi- ly engaging talk from Grammy award- dated, but thoroughly charming 18th winning rapper, Chamillionaire, who Century castle two hours outside of discussed the importance of putting Berlin, the 2011 MLOVE ConFestival the fan at the centre of all interactive cemented its reputation as ‘a TED activity. Katsutoshi Kitamura, CEO for mobile’ by spoiling attendees of the Butterfly Corporation also in- with three days of inspirational talks, troduced a special MLOVE edition workshops and even a live mobile of Contagious’ favourite augmented start-up pitching competition! reality game, iButterfly +, operating for first time outside of Japan. Our very own writer and consultant, Will Sansom, kicked off proceedings ‘MLOVE shows its potential as an on day three with a presentation on open innovation format where pas- Contagious trends and technologies, sionate participants become family contextualised with some stand- to work even closer in sharing and ”…the 2011 MLOVE ConFestival learning during three intense days and nights. The ideas continue to grow in the MLOVE community be- cemented its reputation as ‘a TED yond the castle walls that act as a catalyst to spark positive change’, for mobile’ by spoiling attendees said Harald Neidhardt, MLOVE founder and curator of the MLOVE with three days of inspirational ConFestival. talks and workshops! – Will Sansom LINK: http://www.contagiousmagazine.com/ out mobile campaigns from the last 2011/07/mlove_confestival_2011.php quarter. He was followed by Martin Lange - executive marketing director & global lead of Mobile, OgilvyOne Worldwide - whose agency perspec- tive on the importance of research and data in teasing out relevant con- sumer insights, was complemented © MLOVE ConFestival 2011 37
  • 38. Audience Feedback MLOVE, I love you By Ralf Rottmann, 24100.net Thanks god, MLOVE does not suf- fer from “tech celebrification”. The MLOVE 2011 is over and somehow I speaker and attendee lineup was wish, it could have lasted forever. impressive. But it’s not the MG Sieglers or Michael Arringtons that Last year, my MLOVE post was titled you meet during MLOVE. In fact, at “It’s all about the people“. LeWeb 2010 those guys were es- corted like superstars, as if they had This year, I struggled finding a head- to escape their audience. At MLOVE, line, that would potentially express Thomas Goetz the Executive Editor it even better. I couldn’t. MLOVE for WIRED Magazine and Chamil- 2011 still was all about the people lionaire, a Grammy-winning rapper, and hopefully that aspect will never could very well end up next to you change. during dinner or in one of the Fu- ture Cubes, applying design thinking Covering the spirit and nature of methodologies to complex problems. MLOVE in a blog post is virtually im- After all, we’re all just humans and in possible. You have to be there and this together. experience it yourself to completely understand it. Big company names just mean nothing. The MLOVE team made a ”It’s like coming home. MLOVE is good decision not even printing the name of the company you belong to on your badge. At MLOVE whether a truly international event. People you’ve been sent by a giant telco or from all over the world gather in the just launched your one-man-pas- sion-startup, everybody gets treated MLOVE castle. It always feels like equally. In other words: You get an audience because of what you have family. That is a fantastic! – Ralf Rottmann to say, not whom you work for. What happens at MLOVE, stays at So this year, here is my unordered MLOVE. During his opening remarks, list of feelings and observations that Harald Neidhardt put it this way: “We I’d like to share with you: try to make you leave your comfort zone. And hopefully find a new one MLOVE still is the one and only in- here at MLOVE.” And while it takes dustry event – if one can even name MLOVE newbies some getting used it like this – that I’d pay for privately to, I’ve never seen so many people to attend. I’ve had the pleasure to whom I just met opening up like this. visit SXSW, LeWeb, eComm, NEXT A truly rewarding experience. Conference, WWDC and many oth- ers in my professional life. Don’t get me wrong. Those are great confer- ences. But they are not family. And MLOVE sort of is. © MLOVE ConFestival 2011 38
  • 39. Audience Feedback MLOVE, I love you It’s like coming home. MLOVE is Then there was Bernd Kolb. From a truly international event. People the MLOVE website: “Kolb left be- from all over the world gather in hind these accolades [he was a chief the MLOVE castle. I’m connected executive with German Telekom and through various Social Networks is the founder of I-D Media, RR] to with many, but unfortunately, some I work as a ‘social entrepreneur’ and only see in person once a year. At ‘change agent’ helping to navigate MLOVE. And it always feels like fam- the complex challenges amongst us ily. Returning to the castle. Returning and to develop innovative new solu- to this inspiring group. That is a fan- tions to deal with those challenges. tastic feeling! In founding the ‘Club of Marrakesh’, Though I don’t have any official num- Kolb gathers international thinkers, bers, MLOVE felt bigger this year. In scientists, politicians and entrepre- 2010 we were a group of approx. neurs to develop integrated ground- 150. The crowd since has grown to breaking projects and to implement roughly 250. While adding more di- them. The approach is entrepreneur- verse viewpoints, perspectives and ial in nature and follows the princi- stories of life is a good thing, I hope ple that sustainability can be only MLOVE will stay with this size or achieved through profitability.” even downsize a bit. Why? Because everybody is worth spending at least Bernd’s talk about the fundamental some time with. If MLOVE keeps global challenges our planet and so- growing, you don’t have a chance to ciety are facing and his passion to spend much time with most of the at- transform the world towards sustain- tendees but instead risk feeling in a ability was one of those rare defining constant hurry. moments in life for me. No corporate BS. Financing an event It’s not, that Bernd presented any like this without falling into the trap of facts that haven’t been around or giving sponsors tons of time to pres- available before. It again, was all ent corporate slides is extremely dif- about the people. I happened to sit ficult. MLOVE has always been dif- in the first row during Bernd’s talk ferent in this regard. Even Nokia’s and could literally feel his dedica- German MD, the company was an tion, passion and strong believe in MLOVE 2011 sponsor, talked about our ability, to help driving that trans- sustainability. And donated grass- formation. land and a wish tree to the MLOVE castle. I hope that MLOVE will find It was mind blowing, touching and a a way to keep the balance between wake-up call much deserved. size and not being 100% dependent on corporate sponsorship. When Harald thanked Bernd for contributing this to MLOVE, he could hardly hold back his tears. The crowd gave standing ovations. © MLOVE ConFestival 2011 39
  • 40. Audience Feedback MLOVE, I love you To me, the strong contrast between Bernd pointing out the global chal- lenges we all are facing and shortly thereafter seeing these wonderful, brilliant young people shaping their ideas for their future, that made it an even more intense experience. And sort of reemphasized our mutual responsibility and the fact that each and everyone of us can and must help. As Aape Pohjavirta put it during his talk: “We have no excuses.” Besides this, I think these kids should go out to German schools and teach the teachers to teach. Thank you. Finally, the MLOVE Teen Camp. I’d like to thank Harald and his won- Last year, Harald’s daughter Toni derful team for putting this together Neidhardt gave a talk about the im- and letting us feel their passion. pact of Mobile to her teen life. At the Back into my home office, I hope I age of 15. It’s available at vimeo and will be able to carry some of it over to I strongly encourage you to watch it. my professional and private life. That discussion sparked the idea of doing a Teen Camp at MLOVE 2011. Namaste. http://www.24100.net/2011/07/ On day three the young MLOVErs mlove2011/ from countries all over the world pre- sented their work. And boy did they deliver. © MLOVE ConFestival 2011 40
  • 41. Partners Sponsors & Media Partners THE NEXT WEB ® Pfade © MLOVE ConFestival 2011 41
  • 42. MLOVE ConFestival 2011 Imprint This report and the MLOVE ConFestival 2011 are productions of MLOVE ConFestival UG, Hamburg © copyright 2011, All Rights Reserved www.mlove.com | info@mlove.com Harald Neidhardt, Curator & Founder MLOVE Diana Krüger, Producer Kateryna Redka, Project Coordinator Franziska Falke, Executive Assistant Sebastian Weiss, Creation Online & Mobile Dr. Robert Daubner, Head of Sponsoring Felix Wieduwilt, Sponsoring Assistant Advisory Board MLOVE Team Stefanie Hoffmann Henning Neidhardt, CI & Design Jonathan MacDonald Philipp von Roeder, Media Director René Bellack Cathrin Sonntag, Coordinator Andrew J. Scott Victor Staf, Photos Marc O. Schmöger Izzy Lawrence, Resident-DJ Sehnaz Sensan, Teen Camp Co Curators Deniz Julia Güngör Beverly W. Jackson, Music Boris Bortchen Jerome Nadel, Design Felix Arndt Kei Shimada, Japan Ilia Kireev Toni Neidhardt, TeenCamp Michael von Roeder Ethan Nadel, TeenCamp MLOVE Volunteers Future Cubes Daniel Doherty Jonathan MacDonald Dominic Travers Julia Leihener, Telekom Creation Center Fabian Fabian Darja Carl Johannes Georg Open Space Megan Mitchell Jonathan MacDonald Miriam Hoppe Stefanie Hoffmann Nina Blasberg Paul Endrejat MLOVE TV Philipp Deprez Michelle Uhlig, Editor Raphaella Rose Ralph Hector, Producer Stefan Hanke Stuart Griffith ImageThink, Graphic Recording Heather Willems and the HPI Students, TeenCamp Nora Herting Projektil, Visual Art Show MLOVE Report Roman Beranek Henning Neidhardt, Art Direction Jonas Staub Harald Neidhardt, Publisher Martin Fröhlich Melinda Green, Editor Tobias Gemperli, Clever & Son Kendell Renee Kelly, Editor Darja Carl, Editor Tayo Medupin, Contributor Victor Staf, Photos © MLOVE ConFestival 2011 42
  • 43. ConFestival 2012 Feedback, ideas and contact: feedback@mlove.com Register Now: MLOVE Japan 2011 Tokyo, October 29, 2011 www.mlove.com/japan Save The Date: MLOVE ConFestival 2012 Beesenstedt Castle, South of Berlin June 20-22, 2012 www.mlove.com MLOVE ConFestival (USA) Spring 2012 MLOVE ConFestival (Asia) Fall 2012 For sponsorships and inquires about custom, corporate workshops please send an email to sponsor@mlove.com How will mobile change your future? The MLOVE ConFestival has been named a ‘TED for Mobile’ and a meetup of the ‘IT avantgarde’ with an engaging and inspiring format in the setting of a 19th century castle in the former Eastern Germany. The MLOVE ConFes- tival, focused on innovative mobile opportunities for brands, entertainment and advertising and the impact of mobile as a social catalyst for positive change. The MLOVE ConFestival brings together CEOs, innovators and entrepre- neurs from across multiple disciplines to share, learn and cross-pollinate ideas with an array of scientists, artists and other thought leaders. The event exposes the mobile industry to the best minds outside of mobile to maximize the opportunity of creating life-changing services and applications that can impact us all for the better. The MLOVE tribe started grass roots by an international group of “mobile passionistas” in 2008. Through MLOVE “camps” in Andorra, Barcelona, San Francisco, Munich, London, New York and Singapore the agenda for MLOVE evolved into more than mobile: the goal is to stimulate new ideas and think- ing which you can apply to your life, your business and to inspire others. For more information please visit: www.mlove.com | www.mlove.tv