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hello. www.ideafarm/blog - look for vega category link. Current Trends in Technology and Branding. who am i. simon de haast. wot do i do. catalyst for new thinking. lecture site. Trendzzz. Are we slaves to them? “Trend forecasting” “Youth trends”

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  1. hello...

  2. www.ideafarm/blog - look for vega category link Current Trends in Technology and Branding who am i simon de haast wot do i do catalyst for new thinking lecture site

  3. Trendzzz • Are we slaves to them?“Trend forecasting”“Youth trends” • Imply a trajectory, has a history and a probable future • Danger of staying committed to a set of possible outcomes • so many variables at play that results in a range of unpredictable outcomes

  4. Atoms vs. Bits • Put another way, a battle between the physical and digital worlds is raging. • Not an either/or (awe?) issue • Digital technologies are massively disrupting the status quo • Incumbents are clinging desperately onto what they know

  5. The Status Quo “It must be considered that there is nothing more difficult to carry out, ... than to initiate a new order of things.  For the reformer has enemies in all those who profit by the old order, and only lukewarm defenders in all those who would profit by the new order, this lukewarmness arising partly from fear of their adversaries, who have the laws in their favour; and partly from the incredulity of mankind, who do not truly believe in anything new until they have had the actual experience of it.” Niccolò Machiavelli, The Prince and The Discourses, 1537

  6. Status Quo Duo You’ll soon see that I’m a big fan of Marshall McLuhan: “When technologies impose themselves on societies, long habituated to older technologies, anxieties of all kind result.” So what’s going on in the world today that highlights this?

  7. Ha! Same people involved in both disruptions. Watch this space... Disruption Central • Incumbent Music and Movie industries vs... P2P • Grokster • Kazaa • Fight for DRM / Broadcast flag / TiVO • Incumbent Telecommunications operators • Telkom fighting so hard to retain its monopoly position. • VOIP legislation

  8. Honey, I shrank the cost of doing business • Current music industry model is toast • but they’re fighting to retain the model • should be innovating new ways • music rental, DRM leasing • These examples illustrate the major problem around managing technology – making sense of it all, where it’s going and how to ride the dragon.

  9. Tools for a New Worldview • Lenses to shift the way we see things • To create an awareness of what’s around us • More importantly, test our assumptions • Story time...

  10. Marshall McLuhan • Canadian English professor • ‘Observer’ of media 1960s-1980 • Most famous for“The Medium is the Message” • What does this mean? • any takers... • Environment and Anti-environment • Figure/Ground Tools for a New Worldview

  11. Feeshh • “I’m not sure who discovered water...but I’m pretty sure it wasn’t a fish!” • So immersed in one’s environment that it becomes invisible • Media Laws: Applicable to media, but equally powerful a tool to make sense of the present. Tools for a New Worldview

  12. That Rear-view Mirror Again... • “When faced with a totally new situation we tend to attach ourselves to the objects of the most recent past.We look at the present through a rear view mirror. We march backwards into the future.” • This should tell us something about the design of products, technologies and media - linear design thinking • The best way to ‘predict’ the future is to look at the present, not the past. Tools for a New Worldview

  13. Peter Senge • Systems Thinking • See the whole, synthesis vs... analyses • Cause and effect are seldom close in time & proximity • Fifth Discipline • (Also read Fritjof Capra !!) • Floated the idea of Component Technologies Tools for a New Worldview

  14. Component Technologies • Used example of DC3 airplane • Invention (lab)  Innovation (wide adoption) • Ensemble of technologies • Piecing together all these diverse elements, across multiple industries and domains Tools for a New Worldview

  15. DC3 “Dakota” The ensemble: • variable pitch propeller, • retractable landing gear, • Monocoque molded body construction, • radial air-cooled engine, and • wing flaps 5/5 = first plane that supported itself economically as well as aerodynamically Plus later: jet engine & radar creates viable air-travel industry Tools for a New Worldview

  16. “Noah!..How long can you tread water?” • It seems all hell is breaking loose with technology now • Blizzard of new stuff • C-o-n-v-e-r-g-e-n-c-e • Some truths to it, most of it hype • Unpack the lifestyle shifts behind this. • PDA + Digicam + mp3. Oh, and a phone too...

  17. Today's ensemble • Cheap broadband connectivity that’s wireless, ‘mobile’, and always on • distinction between nomadic (3rd place) and mobile (in a car/train) • This is the possibilities foundation. • Allows other stuff that’s been around for decades to suddenly ‘appear’ from nowhere.

  18. Building Blocks • RFID chips • Nanotech engineering • cosmetics to smart-dust sensors • Biometric recognition systems • Time-shifting • Long Tail & Collaborative Filters • Digital Home

  19. Stuff on the Internet • BitTorrent • RSS feeds & enclosures • way beyond ‘blogs & wikis. • Podcasting • Tagging - Folksonomies • Flickr • Del.icio.us • Technorati • Social Software - on web, on phones • Urban Atmospheres project (Bluetooth) • etc etc

  20. del.cio.us

  21. flickr.com

  22. Other stuff on the radar

  23. Application to Branding? • Made you aware of issues around tech, and offered up some lenses. • So let’s take a look at what some firms are doing with this stuff • some leading edge, some very creative use of existing technologies

  24. RFID • Baja Beach Nightclub in Barcelona • VIP clubbers ‘membership card’ • Tues. nights “implant night”

  25. GPS + GSM • Coke’s “Unexpected Summer” campaign • You can win but you can’t hide • Winners of big prize big fat SUV • 100 devices disguised as coke cans • You find one, just follow the instructions on the ‘can’... • Track winners on website

  26. Coke adds innovation

  27. New take on Ambush Marketing • Maker of home irrigation accessories • hosepipes, connectors etc • Setup a billboard at a train station in Germany • Can send an SMS to a number, squirts water on unsuspecting passer-by • Can also do it from a website that shows web cam

  28. I wonder if Germans have a sense of humour? :)

  29. Something from the future

  30. Ta! • Recommended Reading • Douglas Rushkoff - Coercion, The Persuaders • George Lakoff on Framing / “The Word Lab” • Peter Senge - The Fifth Discipline • www.mcluhan.utoronto.ca • Simon de Haast • 083 326 3496 • simon@ideafarm.co.za • www.ideafarm.co.za/blog

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