The document explores predictions for rapid advancements in technology over the next 20 years, including significant developments in renewable energy, healthcare, and AI. It highlights the growing importance of digital services and marketing, emphasizing the need for companies to adapt to digital platforms to improve customer engagement and operational efficiency. Additionally, it notes the rising significance of performance-based online advertising and the critical role of mobile communication in marketing strategies.

2. Exponential upward curves can be deceptively gradual in the beginning. But when things start happening, they happen fast Within 5 years the exponential progress in nanoengineering will make solar power cost-competitive with fossil fuels Within 10 years we will have a pill that allows us all to eat whatever we feel like and never gain any unwanted weight In 15 years, life expectancies will start rising faster than we age In about 20 years 100% of our energy will come from clean and renewable sources, and a computer will pass the Turing Test by carrying on a conversation that is indistinguishable from a human’s. Well, according to Ray Kurzweil

3. How many of the 90’s Australian Superbrands are in the top 100 AU websites?

4. = 6 Maybe we need to think differently about digital?

5. Base: Australians Online

6. It’s time the imbalance rebalanced

7. Strong financial justification required for digital But backed by returns that show it actually works Some Web 3.0 concepts: Cloud; SaaS; Portability; Semantics Check out TripIt, Twine, Hakia etc Social networking leaves the ‘function’ And steps out everywhere as a feature Mobility becomes critical From consumer touch point to advertising medium Performance-based online advertising won’t go away And we’ll start to measure much more carefully

8. Companies will embrace digital as a way of cutting costs They should do it as a way of serving customers 26% of digital media is outsourced versus 22% for other IT Measurement and Return on Investment (ROI) increasingly important

9. First Measure of the WHOLE Digital Services Industry in Australia Shows us the SCALE and Breadth of investment in Digital Services Confirms that Digital is MORE THAN Online Advertising Online Advertising is only 1/3 of the total expenditure on Marketing via Digital Channels…. … and about 9% of the overall spend on Digital Services Australian Digital Services Industry A$17.9Bn Total Digital Marketing Spend A$4.5Bn Online Advertising A$1.5Bn

10. AUS$17.9 Billion spent on Digital Services in 2008 Key Findings For Digital Services

11. 14.3% of enterprise expenditure on Digital Services

12. 40% of customers engaged through Digital Services

13. 25% of customer expenditure tied to Digital Services

14. 77% of DSI respondents from companies > 1000 people

15. Smaller projects, increasingly ‘agile’ Better proof of concept (perpetual beta) Cloud computing Software as a Service Semantic mark-ups – get there before your competitor

19. Tools to get you started

20. Feature not function (across other sites). Facebook connect Social Networks recognised as key communication tool (35% of corporate communities have less than 100 members) Extension of ‘social messaging service’ (another SMS!) Twitter and Yammer are mainstream products One public and social One enterprise and social But remember your audiences on new platforms Not just another ‘channel’ to dump a message

21. Your friends … on Amazon?

22. And why not across portals? Jen @ Work just commented on NSW 'Little Pinkie' road ad a big success Emily just read Lindsay Lohan 'has blown fortune' Cherie is now friends with Shelley Jen @ Work recently read NSW 'Little Pinkie' road ad a big success kate beddoe recently voted in Passion Pulse Julie shopped for a new fridge Julie shopped for a washing machine Emily read E! Online Chris Noone watched this trailer Hot Rod Footprints Where have yours friends been on ninemsn?

23. Most ubiquitous device (ever) Responded to very quickly (96% SMS read in 20 mins) On 24 x 7, nearby and accessed often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms So maybe this year – businesses will start to embrace this And for Goodness sake – not just on iPhone!

25. Performance-based online advertising isn’t going away Cost per click/ cost per referral We’ll start to measure much more carefully (and on mobile) With more accountability and honesty Especially where we go social (No, Witchery was not a success) Our belief is that marketing and product have converged. The consumer doesn't separate the marketing experience from the product experience. Ajaz Ahmed, CEO AKQA

27. The greening of IT (Google has 500k servers – what a footprint!) Augmented reality (mobile, online and other) New evil empires (Google, Apple, Facebook) And new saviours (Google, Apple, Facebook)

28. Common low data rate for mobile If we complain about broadband speeds… Mobile as consumer engagement channel Not just a marketing tool (which budget?) Dramatically better (behavioural) tracking Did I mention context? Or personalisation? Wholesale (and understood) data rate Make advertisers pay for watching their content Smarter mobile services And more than iPhone please!

29. Advertising and entertainment merging Can’t get audience? Can’t get funding? More Social Message Services Twitter more mainstream Use of these in enterprise Yammer – internal twitter Social networks leave the applications Becomes feature, not trapped as function Can we stop the ‘cloud’ being owned? The next evil empire is…..

30. It will make us stronger, it will make us more relevant it will make the brave, very successful