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Presentationfrom
SXSW 2016
Nina Rieke for DDB, 21.03.2016!
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26.04.16 Divider 3
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26.04.16 Intro 4
SUPERFICIAL
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SUBSTANTIAL
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26.04.16 SXSW2016 6
AMBIGUITY
NEEDS
BALANCE
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ANALOG VS. DIGITAL
METRICS VS. EMOTION
MEN VS. WOMEN
PERSONALIZATION VS. PRIVACY
CAPITALIZE VS. SUSTAIN
FAST VS. SLOW
ARTIFICIAL VS. REAL
ENTERTAINMENT VS. ETHICS
ENGAGING VS. FRICTIONLESS
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26.04.16 SXSW2016 8
9 OBSERVATIONS ON TRENDS:
COGNIFY
VIRTUALITY
TRACKING
SOCIAL INFLUENCE
HYPER-PERSONALIZE
CONVERGENT EXPERIENCES
EMOTION & AUTHENTICITY
VALUE, MEANING, ETHICS
PATTERNS OF DISRUPTION
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26.04.16 SXSW2016 9
COGNIFY
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26.04.16 SXSW 2016 10
„COGNIFY“ WAS THE NO. 1 TREND IN KEVIN KELLY‘S
PRESENTATION ON „THE 12 TECH TRENDS THAT SHAPE OUR
FUTURE“.
IBM DOMINATED A WHOLE CORNER WITH THEIR „COGNITIVE“
HOUSE, INCLUDING A LOT OF EXAMPLES OF PUTTING AI TO
WORK. FROM WATSON TO MINI-ROBOTS THAT PLAY „ROCK,
PAPER, SICSSORS“ WITH YOU.
“THE NEED TO THINK DIFFERENT, NON-HUMAN LIKE TO SOLVE
OUR DIVERSE ISSUES” (K.KELLY) VS. „HUMANIZING
TECH“ (IBM)
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“Cognify things. Xrays, robo lawyers, AI in airline pilots, cars ... Watson is now becoming a doctor. What has changed in the last 10 years is a
convergence of 3 tech changes: Neural nets, GPUs, big data fuse together. 4 out of 5 beat the GO champion. Google’s AI can identify what is in
the pic - not as smart as a 4 year old .... Google teaches AI how to play a video game. This is narrow, but useful.” (K.Kelly, WIRED)
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“They are not human like, that is their virtue. They are driving, eg. self driving car. Free of consciousness, not distracted. We should not make AI
like humans, but unlike us. As many different types of thinking ... Many problems we will have that may be so difficult we require other kinds of
minds. The value of AI is it can think different. IQ will work as a service, flow like electricity.You will not have to make it, you can purchase it like
electricity, it will become a commodity. The formula for the next 10.000 start ups - take x and add AI.” (K.Kelly, WIRED)
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26.04.16 SXSW2016 15
Any job about productivity will be taken by robots. If productivity is the measurement – then it goes to robots. But will make new jobs as
well...many of our jobs today where created by tech.... UX design, screen design etc. Jobs for humans are where productivity is not important.
Picasso was not efficient, healthcare is not about efficiency. Based on experience, relationship, creativity, will be human. Robots will make
things cheaper - we will be willing to pay for relationships, experiences - non productive stuff. (K.Kelly, WIRED)
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26.04.16 SXSW2016 16
INTERNET OF
THINGS
AS PART OF THIS
“As the backbone of tomorrow’s connected world, the
Internet of Things will be a central point of conversation in numerous
sessions at SXSW Interactive. The problem is that we are still
searching for the killer app for this much-hyped technology.”
http://www.sxsw.com/interactive/trends
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26.04.16 Divider 17
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26.04.16 SXSW2016 18
VIRTUALITY
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26.04.16 SXSW2016 19
BOTH PRE- AND POST-SXSW COVERAGE WAS HIGHLIGHTING
THE IMPORTANCE OF VR AS THE ONE MAINSTREAM TREND
THIS YEAR:
“VIRTUAL REALITY AND AUGMENTED REALITY ARE PREDICTED TO BE THE
BREAKOUT TECHNOLOGY OF 2016 — SO THE BUZZ SURROUNDING THESE
TWO CONCEPTS WILL BE SIGNIFICANT AT SXSW 2016. LEARN MORE ABOUT
WHAT IS HYPE AND WHAT IS SUBSTANCE AT THE NEW VR/AR TRACK AS
WELL AS THE NEW VR/AR EXPERIENCE”
„VIRTUAL REALITY WAS EVERYWHERE AT SXSW 2016. ONE COULD NOT
WALK TWO BLOCKS IN THE GREATER DOWNTOWN AUSTIN AREA WITHOUT
STUMBLING UPON AN EVENT ACTIVATION THAT INCORPORATED VR
EXPERIENCES. IF THERE WAS ANY DEBATE ABOUT THE VIABILITY OF VR IN
THE CONSUMER SPACE, PARTICIPATION AND ENTHUSIASM AT THIS YEAR’S
CONFERENCE ALL BUT SETTLED IT: THE MOMENTUM IS UNDENIABLE.“
http://www.sxsw.com/interactive/trends
http://blog.performics.com/sxsw-2016-wrap-up-3-hyper-trends-pn/
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STATEMENT CHARTS
SPLASH APP – STARTUP PRIZE 2016
MC DONALD‘S BRAND PAVILLION SAMSUNG #VRONDEMAND EVERYWHERE
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26.04.16 SXSW2016 21
“I tried it 1889 – but it never hit it big. VR today is not that much better - but way cheaper. It got better, but mainly vastly cheaper because of
the smart phones. Cheap Hi res screens, location tracking, processors make super computers in phones. We need to split between immersion
VR vs. presence VR. And mixed reality. Swivel vs roam. High end vs low end.” (Kevin Kelly, WIRED)
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26.04.16 SXSW2016 22
TRACKING
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METRICS ARE ANYWHERE.
TRACKING AS THE 3RD TREND IN KEVIN KELLY/ WIRED
PRESENTATION. „CO-VEILLANCE & „VANITY TRUMPS PRIVACY“
MANY PANELS & SESSIONS ON DATA DRIVEN MARKETING.
SPREDFAST & IBM WATSON METRICS.
YOUR BODY AS A DASHBOARD – IBM & UNDER ARMOUR.
http://www.sxsw.com/interactive/trends
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26.04.16 SXSW2016 24
“Tracking is another big trend. Quantified self, tagging each other, checking in, but also government tracking. The smart phone is the modern
surveillance device, and VR is surveillance we are getting in. Life logging, Apple watch, self quantifying for medication, what you want is a
health machine that is tailored to your body. Pills that are personalized based on what happened before.“ (Kevin Kelly, WIRED)
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26.04.16 SXSW2016 25
“Everything will be tracked and measured. Surveillance through outside and our selves
via phones. .. But we need to find more symmetry here. Co-veillance will give us
symmetry. Currently I do not get all the benefits…. “ (Kevin Kelly, WIRED)
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26.04.16 SXSW2016 26
IBM & UNDER ARMOUR: YOUR BODYS DASHBOARD
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SOCIAL METRICS: SPREDFAST, IBM WATSON
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SOCIAL
INFLUENCE
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26.04.16 SXSW 2016 29
“SOCIAL MEDIA HAS BECOME A FACT OF LIFE, SO IT NO LONGER DOMINATES
THE DISCUSSION AT EVENTS LIKE SXSW. OF COURSE, WE SAID THE SAME
THING IN MARCH 2015 — AND LAST YEAR’S BIGGEST BREAKOUT TREND WAS
THE LIVE-STREAMING SOCIAL MEDIA APP MEERKAT.
LOTS OF TRACKS THAT REFERRED TO NEW APPS, KNOWME FOR EXAMPLE.
AND THAT OFFERED ENHANCED USE OF SOCIAL, E.G. WITH SNAPCHAT.”
NEVERTHELESS – THERE WAS A LOT ON SOCIAL AND THE
INFLUENCE IT ACHIEVES AT SXSW - FOR PEOPLE, BRANDS,
MARKETS & REVENUE.
http://www.sxsw.com/interactive/trends
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26.04.16 Divider 30
STATEMENT CHARTSSOCIAL = INFLUENCE
INFLUENCE MONETIZATION:
REWARDSTYLE & AMBER VENZ BOX (CEO)
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26.04.16 SXSW2016 31
KERRY WASHINGTON, 

ACTOR & SOCIAL

MEDIA STAR
SOCIAL = INFLUENCE
„... I AM ANTICIPATING
REACTIONS, COMMENTS.
MY ENGAGEMENT WITH
NEUTROGENA WAS ABOUT
HOW TO START OFF NEW
DARK FOUNDATIONS.
INTEGRATING NEGATIVE
FEEDBACK AND TURNING IT
INTO POSITIVE.“
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26.04.16 Divider 32
During a keynote at South by Southwest Interactive, BuzzFeed's
marketing chief Frank Cooper unveiled a beta test of an ad format
dubbed Swarm. It allows advertisers to run campaigns simult-
aneously across all of his company's Web and mobile
properties and six of its social platforms:
Snapchat Discover, Vine, YouTube, Facebook, Instagram and
Tumblr."Instead of forcing all your traffic and spending all your
resources to drive people to your owned and operated platforms, why
not go to where they are," Cooper said. "We've done it, and in doing
that we've built this power of an audience that crosses these different
platforms.“Cooper added that Swarm is a "cross-platform strategy
that's designed to light up our entire network in a big, coordinated
post."
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SOCIAL 

=
OPEN ACCESS 

=
SUCCESS
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26.04.16 SXSW2016 34http://www.nypl.org/research/collections/digital-collections/public-domain
NEW YORK PUBLIC LIBRARY
OPEN ACCESS: EXAMPLES OF
RE-MIX AND RE-USE
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26.04.16 SXSW2016 35
REMEMBER SECOND LIFE?
„Experiences are something that gains by being shared.
We will figure out how to have more people in there.
The future of your VR platform is social.“
(K.Kelly, WIRED)
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HYPER-

PERSONALISATION
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26.04.16 SXSW2016 37
WAVE OF CONNECTION: FROM
COLLECTIVE TO
(SUB-)CULTURE TO YOUR
INNER CIRCLE TO YOU.
(F.COOPER, BUZZFEED)
FROM 1ST PERSON TO YOU-
PERSON. YOU ARE UNIQUE –
LIKE EVERYONE ELSE. SELF
MEASUREMENT AND THE
CONTROL OF THE SELF.
(K.KELLY, WIRED)
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26.04.16 SXSW2016 38
„EMPATHY IS WHAT DRIVES
IT ALL...WHAT CONNECTS
TO YOU, WHAT MATTTERS
TO YOU. WE LIKE YOU TO
CREATE THE CURRENTS.
AND FROM THERE MOVE TO
CULTURE AT LARGE. HOW
YOU WANT TO DEFINE
YOURSELF. WE RECOGNIZE
YOU ARE MULTI-
DIMENSIONAL. I AM BLACK
BUT I AM NOT. I AM MUSLIM
BUT I AM NOT.“
FRANK COOPER, BUZZFEED
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VR LEADS TO
THE BETTER ME
TRACKING LEADS TO HIGHLY PERSONALIZED 

OFFERS & PRODUCTS,
E.G. MEDICATION
TECH DRIVES PERSONALIZATION 

FROM MANY DIRECTIONS
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CONVERGENT
EXPERIENCES
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26.04.16 SXSW2016 42
“THE CONTINUED DISINTEGRATION OF BOUNDARIES BETWEEN THE MUSIC,
FILM AND TECHNOLOGY INDUSTRIES IS IMPOSSIBLE TO IGNORE…. THIS
TREND WILL CONTINUE. …THE EXTENSIVE SCHEDULE OF CONVERGENCE
PROGRAMMING.”
SXSW HAD MANY PANELS ON THE SENSES IN CONNECTION TO
DIGITAL, LIKE TOUCH & SMELL. THE CONVERGENCE BETWEEN
DIGITAL AND REAL WORLD IS A TOPIC THAT UNDERLINES A
LOT OF WHAT WAS PRESENTED.
http://www.sxsw.com/interactive/trends
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26.04.16 SXSW2016 43
“Internet of experience - from the internet of information we go to there. Experiences are the currency we get when we log on. In 20 years
we will not think of the internet is a place we go to, but a dialogue we have. Sell, trade, talk about experiences. Not 1st person, but you-
person. It shifts your point of view in VR. From “kind of watching it” to “it is happening to you”. Some things become too strong when things
are happening to you. It is not happening in your head but much deeper, it resides in a deeper place. Fooling your body, not making
imagery, tactile, hands etc are at least 50% of the experience. Smell, skin, temperature ... It will also be about how to directed walking, re-
directed touch.You think you walk straight, but its circles, you keep touching the same bottle but feels like different objects.You are
tricked .... This will make experiences powerful. AI will capture for 3 D for you to see fabric on their clothes, give a high degree of realism.
Eye contact will be the secret that someone is actually there, looking close enough.”
(Kevin Kelly, WIRED)
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STATEMENT CHARTS
DELTA SOCIAL SOULMATE: A WALK-IN EXPERIENCE OF
YOUR SOCIAL FEED, CONNECTING TO WHO MATCHES YOU
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PELOTON FITNESS APP 

AND STATIONARY BIKE
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26.04.16 46
QUALCOMM 

„INVISIBLE MUSEUM“
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26.04.16 SXSW2016 47
FROM THE PANEL OF “INNOVATIVE BRANDS USING DATA
DRIVEN MARKETING”:
“THE MOMENT IN THE DRESSING ROOM – PARING A PANT WITH A TOP. WE DEVELOP A
CONVERSATION AROUND THE FITTING ROOM AND THE IMAGES CAPTURED. LITTLE
TWO-WAY-CONVERSATIONS.” (THEORY/ HELMUT LANG)
 
WE HAVE TO DELIVER A HIGHLY PERSONALIZED, CUSTOMIZED EXPERIENCE. DATA,
IDEAS…ALL OUT THERE, BUT WE STILL DON’T BRING IT ALL TOGETHER.” (360I ON
JAMESON AND INFLUENTIAL BARTENDERS)
 
DIGITAL IS OFTEN UTILIZED AS A PR STUNT INSTEAD HELPING THE CUSTOMER
ENGAGE WITH THE BRAND…ESP. IN FASHION. IT DESERVES A MUCH DEEPER
EXPERIENCE.” (THEORY/ HELMUT LANG)
http://www.sxsw.com/interactive/trends
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26.04.16 SXSW2016 48
ANALOG EXPERIENCE
MEETS DIGITAL WORLD
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CRAVING EMOTION &
AUTHENTICITY
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SO MANY SIGNS THAT MAKE THIS A LARGE TREND AT SXSW:
WITH ALL THE DATA AND DIGITAL A STRONG ENFORCEMENT
ON HOW IMPORTANT IT IS TO „HUMANIZE“, BE EMOTIONAL,
LIKEABLE, AIM AT THE LIMBIC SYSTEM, NUDGING BEHAVIOR,
HOW TO PITCH WITH NEUROSCIENCE.
„ANALOG EXPERIENCES“ E.G. CARDS TO MAKE OR GIVE AWAY.
(MOO, AMERICAN GREETINGS). BEHAVIOUR TALK BY AUTHOR
OF „HAPPINESS PROJECT“. MR. ROBOT ON AUTHENTIC
CODING ON SCREEN. DESIGN THINKING EMPATHY MAP AT IBM.
„THE HUMAN FACTOR IN DIGITAL COMMUNICATIONS“ - TOPIC
IN JJ ABRAMS PANEL.
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26.04.16 Statement charts 52
IBM DESIGN THINKING
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EMBRACING 

OPTIMISM

& ADAPTIVITY
“ITS DAY ONE” – THE MOST IMPORTANT THINGS OF 

THE NEXT 20 YRS ARE NOT HERE YET AND THESE 

THINGS WILL BE INVENTED BY YOU.” 

(K. KELLY, WIRED)
“WE HAVE FALLEN INTO THREAT BASED NARRATIVE - ‘we
are under attack ... If we don’t mobilize now we are dead' is a
very dis-functional narrative. AN OPPORTUNITY BASED
NARRATIVE IS MUCH BETTER.” 

(J. HAGEL, DELOITTE)
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26.04.16 Divider 55
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26.04.16 SXSW2016 56
BUZZFEED/ TASTY DEVELOPMENT
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26.04.16 SXSW2016 57
https://www.ted.com/talks/brene_brown_on_vulnerability?language=de
PSYCHOLOGIST BRENÉ
BROWN* ON VULNERABILITY
AND HER PROCESS DEALING
WITH IT: 

RECKONING – RUMBLE –
REVOLUTION
„IF YOU ARE BRAVE WITH YOUR LIFE,
WITH YOUR WORK, YOU WILL GET
YOUR ASS KICKED. CHOOSING
COURAGE OVER COMFORT, IS WHAT I
DO EVERY DAY. VULNERABILITY IS NOT
WEAKNESS. TRUTH IS NEVER
WEAKNESS.“ 

* HER TED TALK HAS MORE THAN 24 M VIEWS
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VALUE, MEANING, ETHICS
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26.04.16 SXSW2016 59
“WHILE MILLENNIALS ARE MORE COMFORTABLE WITH BRANDS, THEY ALSO
WANT A WORLD THAT IS MORE SOCIALLY CONSCIOUS. THIS DESIRE FOR
GREATER MEANING IS MORE FULLY EXPLORED WITHIN SXGOOD, THE
SXGOOD HUB AND THE DEWEY WINBURNE COMMUNITY SERVICE AWARDS.”
LEILA JANAH, CEO OF SAMA: “WE DO IMAGE TAGGING IN
DEVELOPING COUNTRIES. TRAINING LOW INCOME PEOPLE
BASIC TECH SKILLS, RAISING THEIR INCOME. MILLENIALS ARE
YEARNING FOR MEANING…THAT GOES BEYOND A DONATION ”
DOUGLAS RUSHKOFF ON „THROWING STONES AT THE
GOOGLE BUS“ – ASKING FOR SUSTAINBLE BIZ GROWTH
INSTEAD OF VC SUCKING CAPITAL. 

THE TV SERIES MR.ROBOT = ANONYMOUS REFERENCE, EVIL
VS. GOOD. SIGNS LIKE PRESIDENT OBAMA AT SXSW. ONLINE
HARRASSMENT SUMMIT ARE FURTHER INDICATORS.
http://www.sxsw.com/interactive/trends
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26.04.16 SXSW2016 60
THE CALL FOR VALUE AND ETHICS RANGED
FROM „PERSONAL VALUE“ TO „BRAND ETHICS“
TO POLITICAL ACTIVATION: 

“WHAT DOES REALLY ADD VALUE TO PEOPLE’S
LIVES? PRIVATE INFORMATION IS PUBLIC FOR
THE YOUNGER GENERATION AS LONG AS THEY
GET VALUE IN RETURN.” G. HORWOOD, J&J

“YOU CAN NOT MARKET ON THE BACK OF
DAVID BOWIES PASSING. DON’T HIJACK
SOMEONE’S DEATH.” J.BURKHART, TBC
„THERE ARE 1 M REPORTS ON HATE SPEECH A
DAY AT FACEBOOK. SOCIAL MEDIA
HARASSEMENT IS BROAD, NOT JUST
COMMENTS.“ K.WASHINGTON
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26.04.16 SXSW 2016 61
„THE START UP PIVOT IS TRANSITIONING
A PROBABLY SUBSTANTIOUS COMPANY
TO A CASINO LIKE THING.“
„MAKE YOUR CUSTOMERS RICH!
GOOGLE ALMOST GOT THAT INSIGHT
WITH YOUTUBE. EVEN EBAY WAS A
BETTER BIZ MODEL THAN AMAZON.“
„BERNIE, CRAFT BEERS, ... ALL THIS
SIGNS OF GETTING CLOSER TO VALUE
CREATION. TECH ALWAYS DELIVERS
MORE VALUE TO CAPITAL AND TAKES IT
AWAY FROM LABOUR....RE-BOOT THE
ECONOMY FOR DISTRIBUTED VALUE
ECONOMY.“ DOUGLAS RUSHKOFF
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PATTERNS OF DISRUPTION
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26.04.16 SXSW2016 63
JOHN HAGEL OF DELOITTE CENTER OF THE EDGE REFERS TO
„PATTERNS OF DISRUPTION“ AS WHAT CHANGES MANY
INDUSTRIES, NOT JUST AUTOMOTIVE. AT SXSW FOR MOBILITY
AS WELL FOR FASHION, FOOD, HEALTH.
“NUMEROUS PANELS AND PRESENTATIONS AT SXSW INTERACTIVE WILL
ADDRESS SELF-DRIVING CARS AND EVEN MORE FUTURISTIC SYSTEMS
(SUCH AS THE HYPERLOOP). NEED MORE EVIDENCE OF THE IMPORTANCE OF
THIS TREND IN AUSTIN IN MARCH?“
http://www.sxsw.com/interactive/trends
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26.04.16 SXSW2016 64
„LIFE EXPECTANCY OF
S&P500 COMPANY IN 1937:
75 YEARS. TODAY: 15
YEARS.“
„PATTERNS OF
DISRUPTION THAT ARE
LIKELY TO HIT MULTIPLE
MARKETS, BUT NOT ALL.“
JOHN HAGEL, DELOITTE
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26.04.16 SXSW2016 65
http://dupress.com/articles/anticipating-disruptive-strategy-of-market-entrants/?coll=16071
9 PATTERNS OF DISRUPTION 

JOHN HAGEL, DELOITTE
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26.04.16 SXSW2016 66
MANY CATEGORY SPECIFIC
TRACKS FOR THE INDUSTRY:
FOOD IN UBER-MODE.
FASHION GOES WEARABLES.
HEALTH IS ALL DATA.
MOBILITY LEAPING
FORWARD IN SELF DRIVING –
NOT JUST DRIVEN BY
GOOGLE.
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26.04.16 SXSW2016 67
THE EXAMPLE OF COMMA.AI & GEORGE HOTZ:
MAKING A SELF-DRIVING CAR KIT FOR ABOUT
1,000 $ IS DEFINETLY USING “PATTERNS OF
DISRUPTION”. WATCH HIM ON BLOOMBERG TV.
http://www.bloomberg.com/features/2015-george-hotz-self-driving-car/
TRANSFORMING THE 

VALUE-PRICE-EQUATION
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26.04.16 Divider 68
KEVIN KELLY, WIRED
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26.04.16 SXSW2016 69
THANK YOU!

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SXSW 2016 Trends

  • 6. Presentationfrom 26.04.16 SXSW2016 7 ANALOG VS. DIGITAL METRICS VS. EMOTION MEN VS. WOMEN PERSONALIZATION VS. PRIVACY CAPITALIZE VS. SUSTAIN FAST VS. SLOW ARTIFICIAL VS. REAL ENTERTAINMENT VS. ETHICS ENGAGING VS. FRICTIONLESS
  • 7. Presentationfrom 26.04.16 SXSW2016 8 9 OBSERVATIONS ON TRENDS: COGNIFY VIRTUALITY TRACKING SOCIAL INFLUENCE HYPER-PERSONALIZE CONVERGENT EXPERIENCES EMOTION & AUTHENTICITY VALUE, MEANING, ETHICS PATTERNS OF DISRUPTION
  • 9. Presentationfrom 26.04.16 SXSW 2016 10 „COGNIFY“ WAS THE NO. 1 TREND IN KEVIN KELLY‘S PRESENTATION ON „THE 12 TECH TRENDS THAT SHAPE OUR FUTURE“. IBM DOMINATED A WHOLE CORNER WITH THEIR „COGNITIVE“ HOUSE, INCLUDING A LOT OF EXAMPLES OF PUTTING AI TO WORK. FROM WATSON TO MINI-ROBOTS THAT PLAY „ROCK, PAPER, SICSSORS“ WITH YOU. “THE NEED TO THINK DIFFERENT, NON-HUMAN LIKE TO SOLVE OUR DIVERSE ISSUES” (K.KELLY) VS. „HUMANIZING TECH“ (IBM)
  • 11. Presentationfrom 26.04.16 Divider 12 “Cognify things. Xrays, robo lawyers, AI in airline pilots, cars ... Watson is now becoming a doctor. What has changed in the last 10 years is a convergence of 3 tech changes: Neural nets, GPUs, big data fuse together. 4 out of 5 beat the GO champion. Google’s AI can identify what is in the pic - not as smart as a 4 year old .... Google teaches AI how to play a video game. This is narrow, but useful.” (K.Kelly, WIRED)
  • 13. Presentationfrom 26.04.16 SXSW2016 14 “They are not human like, that is their virtue. They are driving, eg. self driving car. Free of consciousness, not distracted. We should not make AI like humans, but unlike us. As many different types of thinking ... Many problems we will have that may be so difficult we require other kinds of minds. The value of AI is it can think different. IQ will work as a service, flow like electricity.You will not have to make it, you can purchase it like electricity, it will become a commodity. The formula for the next 10.000 start ups - take x and add AI.” (K.Kelly, WIRED)
  • 14. Presentationfrom 26.04.16 SXSW2016 15 Any job about productivity will be taken by robots. If productivity is the measurement – then it goes to robots. But will make new jobs as well...many of our jobs today where created by tech.... UX design, screen design etc. Jobs for humans are where productivity is not important. Picasso was not efficient, healthcare is not about efficiency. Based on experience, relationship, creativity, will be human. Robots will make things cheaper - we will be willing to pay for relationships, experiences - non productive stuff. (K.Kelly, WIRED)
  • 15. Presentationfrom 26.04.16 SXSW2016 16 INTERNET OF THINGS AS PART OF THIS “As the backbone of tomorrow’s connected world, the Internet of Things will be a central point of conversation in numerous sessions at SXSW Interactive. The problem is that we are still searching for the killer app for this much-hyped technology.” http://www.sxsw.com/interactive/trends
  • 18. Presentationfrom 26.04.16 SXSW2016 19 BOTH PRE- AND POST-SXSW COVERAGE WAS HIGHLIGHTING THE IMPORTANCE OF VR AS THE ONE MAINSTREAM TREND THIS YEAR: “VIRTUAL REALITY AND AUGMENTED REALITY ARE PREDICTED TO BE THE BREAKOUT TECHNOLOGY OF 2016 — SO THE BUZZ SURROUNDING THESE TWO CONCEPTS WILL BE SIGNIFICANT AT SXSW 2016. LEARN MORE ABOUT WHAT IS HYPE AND WHAT IS SUBSTANCE AT THE NEW VR/AR TRACK AS WELL AS THE NEW VR/AR EXPERIENCE” „VIRTUAL REALITY WAS EVERYWHERE AT SXSW 2016. ONE COULD NOT WALK TWO BLOCKS IN THE GREATER DOWNTOWN AUSTIN AREA WITHOUT STUMBLING UPON AN EVENT ACTIVATION THAT INCORPORATED VR EXPERIENCES. IF THERE WAS ANY DEBATE ABOUT THE VIABILITY OF VR IN THE CONSUMER SPACE, PARTICIPATION AND ENTHUSIASM AT THIS YEAR’S CONFERENCE ALL BUT SETTLED IT: THE MOMENTUM IS UNDENIABLE.“ http://www.sxsw.com/interactive/trends http://blog.performics.com/sxsw-2016-wrap-up-3-hyper-trends-pn/
  • 19. Presentationfrom 26.04.16 SXSW2016 20 STATEMENT CHARTS SPLASH APP – STARTUP PRIZE 2016 MC DONALD‘S BRAND PAVILLION SAMSUNG #VRONDEMAND EVERYWHERE
  • 20. Presentationfrom 26.04.16 SXSW2016 21 “I tried it 1889 – but it never hit it big. VR today is not that much better - but way cheaper. It got better, but mainly vastly cheaper because of the smart phones. Cheap Hi res screens, location tracking, processors make super computers in phones. We need to split between immersion VR vs. presence VR. And mixed reality. Swivel vs roam. High end vs low end.” (Kevin Kelly, WIRED)
  • 22. Presentationfrom 26.04.16 SXSW2016 23 METRICS ARE ANYWHERE. TRACKING AS THE 3RD TREND IN KEVIN KELLY/ WIRED PRESENTATION. „CO-VEILLANCE & „VANITY TRUMPS PRIVACY“ MANY PANELS & SESSIONS ON DATA DRIVEN MARKETING. SPREDFAST & IBM WATSON METRICS. YOUR BODY AS A DASHBOARD – IBM & UNDER ARMOUR. http://www.sxsw.com/interactive/trends
  • 23. Presentationfrom 26.04.16 SXSW2016 24 “Tracking is another big trend. Quantified self, tagging each other, checking in, but also government tracking. The smart phone is the modern surveillance device, and VR is surveillance we are getting in. Life logging, Apple watch, self quantifying for medication, what you want is a health machine that is tailored to your body. Pills that are personalized based on what happened before.“ (Kevin Kelly, WIRED)
  • 24. Presentationfrom 26.04.16 SXSW2016 25 “Everything will be tracked and measured. Surveillance through outside and our selves via phones. .. But we need to find more symmetry here. Co-veillance will give us symmetry. Currently I do not get all the benefits…. “ (Kevin Kelly, WIRED)
  • 25. Presentationfrom 26.04.16 SXSW2016 26 IBM & UNDER ARMOUR: YOUR BODYS DASHBOARD
  • 26. Presentationfrom 26.04.16 Divider 27 SOCIAL METRICS: SPREDFAST, IBM WATSON
  • 28. Presentationfrom 26.04.16 SXSW 2016 29 “SOCIAL MEDIA HAS BECOME A FACT OF LIFE, SO IT NO LONGER DOMINATES THE DISCUSSION AT EVENTS LIKE SXSW. OF COURSE, WE SAID THE SAME THING IN MARCH 2015 — AND LAST YEAR’S BIGGEST BREAKOUT TREND WAS THE LIVE-STREAMING SOCIAL MEDIA APP MEERKAT. LOTS OF TRACKS THAT REFERRED TO NEW APPS, KNOWME FOR EXAMPLE. AND THAT OFFERED ENHANCED USE OF SOCIAL, E.G. WITH SNAPCHAT.” NEVERTHELESS – THERE WAS A LOT ON SOCIAL AND THE INFLUENCE IT ACHIEVES AT SXSW - FOR PEOPLE, BRANDS, MARKETS & REVENUE. http://www.sxsw.com/interactive/trends
  • 29. Presentationfrom 26.04.16 Divider 30 STATEMENT CHARTSSOCIAL = INFLUENCE INFLUENCE MONETIZATION: REWARDSTYLE & AMBER VENZ BOX (CEO)
  • 30. Presentationfrom 26.04.16 SXSW2016 31 KERRY WASHINGTON, 
 ACTOR & SOCIAL
 MEDIA STAR SOCIAL = INFLUENCE „... I AM ANTICIPATING REACTIONS, COMMENTS. MY ENGAGEMENT WITH NEUTROGENA WAS ABOUT HOW TO START OFF NEW DARK FOUNDATIONS. INTEGRATING NEGATIVE FEEDBACK AND TURNING IT INTO POSITIVE.“
  • 31. Presentationfrom 26.04.16 Divider 32 During a keynote at South by Southwest Interactive, BuzzFeed's marketing chief Frank Cooper unveiled a beta test of an ad format dubbed Swarm. It allows advertisers to run campaigns simult- aneously across all of his company's Web and mobile properties and six of its social platforms: Snapchat Discover, Vine, YouTube, Facebook, Instagram and Tumblr."Instead of forcing all your traffic and spending all your resources to drive people to your owned and operated platforms, why not go to where they are," Cooper said. "We've done it, and in doing that we've built this power of an audience that crosses these different platforms.“Cooper added that Swarm is a "cross-platform strategy that's designed to light up our entire network in a big, coordinated post."
  • 32. Presentationfrom 26.04.16 SXSW2016 33 SOCIAL 
 = OPEN ACCESS 
 = SUCCESS
  • 34. Presentationfrom 26.04.16 SXSW2016 35 REMEMBER SECOND LIFE? „Experiences are something that gains by being shared. We will figure out how to have more people in there. The future of your VR platform is social.“ (K.Kelly, WIRED)
  • 36. Presentationfrom 26.04.16 SXSW2016 37 WAVE OF CONNECTION: FROM COLLECTIVE TO (SUB-)CULTURE TO YOUR INNER CIRCLE TO YOU. (F.COOPER, BUZZFEED) FROM 1ST PERSON TO YOU- PERSON. YOU ARE UNIQUE – LIKE EVERYONE ELSE. SELF MEASUREMENT AND THE CONTROL OF THE SELF. (K.KELLY, WIRED)
  • 37. Presentationfrom 26.04.16 SXSW2016 38 „EMPATHY IS WHAT DRIVES IT ALL...WHAT CONNECTS TO YOU, WHAT MATTTERS TO YOU. WE LIKE YOU TO CREATE THE CURRENTS. AND FROM THERE MOVE TO CULTURE AT LARGE. HOW YOU WANT TO DEFINE YOURSELF. WE RECOGNIZE YOU ARE MULTI- DIMENSIONAL. I AM BLACK BUT I AM NOT. I AM MUSLIM BUT I AM NOT.“ FRANK COOPER, BUZZFEED
  • 39. Presentationfrom 26.04.16 SXSW2016 40 VR LEADS TO THE BETTER ME TRACKING LEADS TO HIGHLY PERSONALIZED 
 OFFERS & PRODUCTS, E.G. MEDICATION TECH DRIVES PERSONALIZATION 
 FROM MANY DIRECTIONS
  • 41. Presentationfrom 26.04.16 SXSW2016 42 “THE CONTINUED DISINTEGRATION OF BOUNDARIES BETWEEN THE MUSIC, FILM AND TECHNOLOGY INDUSTRIES IS IMPOSSIBLE TO IGNORE…. THIS TREND WILL CONTINUE. …THE EXTENSIVE SCHEDULE OF CONVERGENCE PROGRAMMING.” SXSW HAD MANY PANELS ON THE SENSES IN CONNECTION TO DIGITAL, LIKE TOUCH & SMELL. THE CONVERGENCE BETWEEN DIGITAL AND REAL WORLD IS A TOPIC THAT UNDERLINES A LOT OF WHAT WAS PRESENTED. http://www.sxsw.com/interactive/trends
  • 42. Presentationfrom 26.04.16 SXSW2016 43 “Internet of experience - from the internet of information we go to there. Experiences are the currency we get when we log on. In 20 years we will not think of the internet is a place we go to, but a dialogue we have. Sell, trade, talk about experiences. Not 1st person, but you- person. It shifts your point of view in VR. From “kind of watching it” to “it is happening to you”. Some things become too strong when things are happening to you. It is not happening in your head but much deeper, it resides in a deeper place. Fooling your body, not making imagery, tactile, hands etc are at least 50% of the experience. Smell, skin, temperature ... It will also be about how to directed walking, re- directed touch.You think you walk straight, but its circles, you keep touching the same bottle but feels like different objects.You are tricked .... This will make experiences powerful. AI will capture for 3 D for you to see fabric on their clothes, give a high degree of realism. Eye contact will be the secret that someone is actually there, looking close enough.” (Kevin Kelly, WIRED)
  • 43. Presentationfrom 26.04.16 Divider 44 STATEMENT CHARTS DELTA SOCIAL SOULMATE: A WALK-IN EXPERIENCE OF YOUR SOCIAL FEED, CONNECTING TO WHO MATCHES YOU
  • 44. Presentationfrom 26.04.16 Divider 45 PELOTON FITNESS APP 
 AND STATIONARY BIKE
  • 46. Presentationfrom 26.04.16 SXSW2016 47 FROM THE PANEL OF “INNOVATIVE BRANDS USING DATA DRIVEN MARKETING”: “THE MOMENT IN THE DRESSING ROOM – PARING A PANT WITH A TOP. WE DEVELOP A CONVERSATION AROUND THE FITTING ROOM AND THE IMAGES CAPTURED. LITTLE TWO-WAY-CONVERSATIONS.” (THEORY/ HELMUT LANG)   WE HAVE TO DELIVER A HIGHLY PERSONALIZED, CUSTOMIZED EXPERIENCE. DATA, IDEAS…ALL OUT THERE, BUT WE STILL DON’T BRING IT ALL TOGETHER.” (360I ON JAMESON AND INFLUENTIAL BARTENDERS)   DIGITAL IS OFTEN UTILIZED AS A PR STUNT INSTEAD HELPING THE CUSTOMER ENGAGE WITH THE BRAND…ESP. IN FASHION. IT DESERVES A MUCH DEEPER EXPERIENCE.” (THEORY/ HELMUT LANG) http://www.sxsw.com/interactive/trends
  • 47. Presentationfrom 26.04.16 SXSW2016 48 ANALOG EXPERIENCE MEETS DIGITAL WORLD
  • 50. Presentationfrom 26.04.16 SXSW2016 51 SO MANY SIGNS THAT MAKE THIS A LARGE TREND AT SXSW: WITH ALL THE DATA AND DIGITAL A STRONG ENFORCEMENT ON HOW IMPORTANT IT IS TO „HUMANIZE“, BE EMOTIONAL, LIKEABLE, AIM AT THE LIMBIC SYSTEM, NUDGING BEHAVIOR, HOW TO PITCH WITH NEUROSCIENCE. „ANALOG EXPERIENCES“ E.G. CARDS TO MAKE OR GIVE AWAY. (MOO, AMERICAN GREETINGS). BEHAVIOUR TALK BY AUTHOR OF „HAPPINESS PROJECT“. MR. ROBOT ON AUTHENTIC CODING ON SCREEN. DESIGN THINKING EMPATHY MAP AT IBM. „THE HUMAN FACTOR IN DIGITAL COMMUNICATIONS“ - TOPIC IN JJ ABRAMS PANEL.
  • 53. Presentationfrom 26.04.16 SXSW2016 54 EMBRACING 
 OPTIMISM
 & ADAPTIVITY “ITS DAY ONE” – THE MOST IMPORTANT THINGS OF 
 THE NEXT 20 YRS ARE NOT HERE YET AND THESE 
 THINGS WILL BE INVENTED BY YOU.” 
 (K. KELLY, WIRED) “WE HAVE FALLEN INTO THREAT BASED NARRATIVE - ‘we are under attack ... If we don’t mobilize now we are dead' is a very dis-functional narrative. AN OPPORTUNITY BASED NARRATIVE IS MUCH BETTER.” 
 (J. HAGEL, DELOITTE)
  • 56. Presentationfrom 26.04.16 SXSW2016 57 https://www.ted.com/talks/brene_brown_on_vulnerability?language=de PSYCHOLOGIST BRENÉ BROWN* ON VULNERABILITY AND HER PROCESS DEALING WITH IT: 
 RECKONING – RUMBLE – REVOLUTION „IF YOU ARE BRAVE WITH YOUR LIFE, WITH YOUR WORK, YOU WILL GET YOUR ASS KICKED. CHOOSING COURAGE OVER COMFORT, IS WHAT I DO EVERY DAY. VULNERABILITY IS NOT WEAKNESS. TRUTH IS NEVER WEAKNESS.“ 
 * HER TED TALK HAS MORE THAN 24 M VIEWS
  • 58. Presentationfrom 26.04.16 SXSW2016 59 “WHILE MILLENNIALS ARE MORE COMFORTABLE WITH BRANDS, THEY ALSO WANT A WORLD THAT IS MORE SOCIALLY CONSCIOUS. THIS DESIRE FOR GREATER MEANING IS MORE FULLY EXPLORED WITHIN SXGOOD, THE SXGOOD HUB AND THE DEWEY WINBURNE COMMUNITY SERVICE AWARDS.” LEILA JANAH, CEO OF SAMA: “WE DO IMAGE TAGGING IN DEVELOPING COUNTRIES. TRAINING LOW INCOME PEOPLE BASIC TECH SKILLS, RAISING THEIR INCOME. MILLENIALS ARE YEARNING FOR MEANING…THAT GOES BEYOND A DONATION ” DOUGLAS RUSHKOFF ON „THROWING STONES AT THE GOOGLE BUS“ – ASKING FOR SUSTAINBLE BIZ GROWTH INSTEAD OF VC SUCKING CAPITAL. 
 THE TV SERIES MR.ROBOT = ANONYMOUS REFERENCE, EVIL VS. GOOD. SIGNS LIKE PRESIDENT OBAMA AT SXSW. ONLINE HARRASSMENT SUMMIT ARE FURTHER INDICATORS. http://www.sxsw.com/interactive/trends
  • 59. Presentationfrom 26.04.16 SXSW2016 60 THE CALL FOR VALUE AND ETHICS RANGED FROM „PERSONAL VALUE“ TO „BRAND ETHICS“ TO POLITICAL ACTIVATION: 
 “WHAT DOES REALLY ADD VALUE TO PEOPLE’S LIVES? PRIVATE INFORMATION IS PUBLIC FOR THE YOUNGER GENERATION AS LONG AS THEY GET VALUE IN RETURN.” G. HORWOOD, J&J
 “YOU CAN NOT MARKET ON THE BACK OF DAVID BOWIES PASSING. DON’T HIJACK SOMEONE’S DEATH.” J.BURKHART, TBC „THERE ARE 1 M REPORTS ON HATE SPEECH A DAY AT FACEBOOK. SOCIAL MEDIA HARASSEMENT IS BROAD, NOT JUST COMMENTS.“ K.WASHINGTON
  • 60. Presentationfrom 26.04.16 SXSW 2016 61 „THE START UP PIVOT IS TRANSITIONING A PROBABLY SUBSTANTIOUS COMPANY TO A CASINO LIKE THING.“ „MAKE YOUR CUSTOMERS RICH! GOOGLE ALMOST GOT THAT INSIGHT WITH YOUTUBE. EVEN EBAY WAS A BETTER BIZ MODEL THAN AMAZON.“ „BERNIE, CRAFT BEERS, ... ALL THIS SIGNS OF GETTING CLOSER TO VALUE CREATION. TECH ALWAYS DELIVERS MORE VALUE TO CAPITAL AND TAKES IT AWAY FROM LABOUR....RE-BOOT THE ECONOMY FOR DISTRIBUTED VALUE ECONOMY.“ DOUGLAS RUSHKOFF
  • 62. Presentationfrom 26.04.16 SXSW2016 63 JOHN HAGEL OF DELOITTE CENTER OF THE EDGE REFERS TO „PATTERNS OF DISRUPTION“ AS WHAT CHANGES MANY INDUSTRIES, NOT JUST AUTOMOTIVE. AT SXSW FOR MOBILITY AS WELL FOR FASHION, FOOD, HEALTH. “NUMEROUS PANELS AND PRESENTATIONS AT SXSW INTERACTIVE WILL ADDRESS SELF-DRIVING CARS AND EVEN MORE FUTURISTIC SYSTEMS (SUCH AS THE HYPERLOOP). NEED MORE EVIDENCE OF THE IMPORTANCE OF THIS TREND IN AUSTIN IN MARCH?“ http://www.sxsw.com/interactive/trends
  • 63. Presentationfrom 26.04.16 SXSW2016 64 „LIFE EXPECTANCY OF S&P500 COMPANY IN 1937: 75 YEARS. TODAY: 15 YEARS.“ „PATTERNS OF DISRUPTION THAT ARE LIKELY TO HIT MULTIPLE MARKETS, BUT NOT ALL.“ JOHN HAGEL, DELOITTE
  • 65. Presentationfrom 26.04.16 SXSW2016 66 MANY CATEGORY SPECIFIC TRACKS FOR THE INDUSTRY: FOOD IN UBER-MODE. FASHION GOES WEARABLES. HEALTH IS ALL DATA. MOBILITY LEAPING FORWARD IN SELF DRIVING – NOT JUST DRIVEN BY GOOGLE.
  • 66. Presentationfrom 26.04.16 SXSW2016 67 THE EXAMPLE OF COMMA.AI & GEORGE HOTZ: MAKING A SELF-DRIVING CAR KIT FOR ABOUT 1,000 $ IS DEFINETLY USING “PATTERNS OF DISRUPTION”. WATCH HIM ON BLOOMBERG TV. http://www.bloomberg.com/features/2015-george-hotz-self-driving-car/ TRANSFORMING THE 
 VALUE-PRICE-EQUATION