Thoughts on the future of mobile phone for my Ad Research class and guest Jon Konrath from Samsung.

1. A TOOL FOR SELF-CONNECTION
by:
Jacopo Apo Bordin
jbordin5@gmail.com
@Apopotamus

2. Since the beginning, the mobile phone has been a tool for connec4on.
Connec4on between you and others, first two‐way, and then mul4‐way.
With the evolu4on of the internet, our culture has been shaped.
Digital Na4ves are given a second ego.
Our lives today are divided between online and offline.
We spent years to figure out what direc4on the internet was going to take
and now we just started to figure out how to connect it with us and our lives.

3. We are about to put everything we’ve
learned on emerging behaviors [thus
emerging needs, wants, mo4va4ons],
social networking, and digital marke4ng
into what is going to be the first tool for
self‐connec4on.

4. A tool that will allow the merge of the digital and the self ego.
For the first 4me we’ll see the barrier between online and offline quickly fading.
ONLINE
OFFLINE

5. “The mobile phone will carry users’ digital identities,
preferences, and possessions around with them.”
[Carlo Longino]

6. Who’s going to change the game?
Digital Na4ves and the following genera4ons.
They’re the ones who are going to bring our culture to the very
next step.
Older genera4ons had to adapt their lifestyle to the Internet.
People who are born with the Internet are going to adapt the
laPer to their lifestyle.
We like it because it changed our lifestyles.
They like it if it fits their lifestyles.

7. What do they want from their mobile devices?
[=how are they using it right now]
80% Guarantee secured data access to the user only Personal, fingerprint access.
66% Accessibility to personal health records Status updates with physical conditions, food, activities,…
81% Shockproof and waterproof They bring it and want it everywhere, even when scuba diving
80% Endless power They want access all-time
Teens [12‐17]

8. LBS [location-based services]
LBS apps already brought the users closer to their digital counterpart and their friends’ digital counterparts.

9. LBS [location-based services]

10. AR [augmented reality]
AR will finally make sense. This technology never took off because there was
not the right purpose for it.
Now this technology will be able to bring the online presence to your hand
[eye? skin? hair?] and with the combina4on of LBS and cloud‐based plaYorms
will become a new lens through which we’ll look at life and ourselves.

11. AR [augmented reality]
The terms “augmented” and “virtual” will become passé, outdated.
Things are going to talk.
You’ll be able to walk in front of a restaurant and instantly see reviews,
friends’ opinions, events, if somebody you know is inside. [see previous slide].
Buildings are going to talk, you’ll point at “The Bean” in Chicago and get
instant informa4on [historical, ar4st, social‐related, media‐related,…].
Your friend Apopotamus was here on Jan 26 and lea
this comment: “I love how a liPle bean can easily
make fun of a whole skyline with its self image.”
2 friends
1 friend
5 friends

12. CLOUD COMPUTING
A cloud‐based system will allow
storing data and accessing them
from any machine or screen.
Keys, remote controls, credit cards,
IDs, mp3, are going to be always
with you, in your phone. Losing the
phone will become deadly.
But just for a moment.
With the purchase of a new phone,
restoring the data in cloud will be
fast and painless, and your life will
be back in your pocket.

13. CLOUD COMPUTING
Our pockets will be emp4er and emp4er
carrying always more and more of us.
SIM cards will become Login.
Login:
I synch therefore I am.

14. The mobile phone will sense us.
We’ll access through fingerprint;
it will know if we forgot something on the to‐do list
and will remind us as we pass by it.

15. It will know our mood and whether there is anything on the way that could help us feel bePer…
It will also pay for it.

16. MOBILE BANKING
It will pay for dona4ons, restaurants, 4ckets, bills, gas, books, and himself.

17. friends
The mobile phone will always know where you are
What you’ve been doing
And where you’d like to go next.

18. “It's always better when we're together.”
The phone will be the ul4mate tool for self‐connec4on.
In the culture book, my genera4on will appear as the first and only one that
has lived with two separate lives.
Hopefully, it will also appear as the one who served the genera4ons ahead
the tools to bring back together two iden44es into one life.

19. THANKS
Thoughts by:
Jacopo Apo Bordin
jbordin5@gmail.com
hPp://www.joinmeforbreakfast.com
@Apopotamus