Lecture 2

DEMOCRATISATION, REAL TIME, MOBILE, AUGMENTED REALITY

DISRUPTION

2. DEMOCRATISATION, REAL TIME, MOBILE, AUGMENTED REALITY

An overview of the emergence of mobile tech and augmented reality. We will examine what has driven this, why it

took the time it did and how advertisers are tackling the next big frontier, making money from mobile.

We will look at the arguments around AR, mobile and real time and how people are trying to change narrative

structures using these techniques,.

CREATIVITY

“All one needs is a computer, a network connection, and a bright spark of initiative and creativity to join the economy.” Don Tapscott

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.” -Steve Jobs

MOBILE

ComScore: Smartphone Penetration In Europe’s Big-5 Markets Now At 55%, Samsung Is The

One To Beat

http://techcrunch.com/2012/12/17/smartphone-penetration-in-europes-big-5-markets-now-at-55-apple-continues-to-

feel-the-heat-from-fast-rising-samsung/

IF PEOPLE AREN'T MAKING CALLS, WHAT ARE

THEY DOING ON THEIR PHONES? HOW WE SPEND

OUR TIME

1.Browsing the internet 24.49 minutes

2. Checking social networking sites 17.29 minutes

3. Playing games 14.26 minutes

4. Listening to music 15.38 minutes

5. Making calls 12.08 minutes

6. Emails 11.06 minutes

7. Text messaging 10.12 minutes

8. Watching TV/films 9.23 minutes

9. Reading books 9.18 minutes

10.Taking photographs 3.25 minutes http://www.dailymail.co.uk/sciencetech/article-2166603/Making-calls-fifth-used-function-

smartphones--web-Facebook-games-music.html

MOBILE

"Teenagers tell me they sleep with their cell phone, and even when it isn't on their person, when it has been banished to the school locker, for instance, they know when their phone is vibrating," MIT professor Sherry Turkle writes in the book "Alone Together: Why We Expect More From Technology and Less From Each Other."

"The technology has become like a phantom limb, it is so much a part of them. These young people are among the first to grow up with an expectation of continuous connection: always on, and always on them."

http://www.cnn.co.uk/2012/09/10/tech/mobile/our-mobile-society-intro-oms/index.html

Scholarly Research

http://scholar.google.co.uk/scholar?as_ylo=2012&q=impacts+of+smartphones&hl=en&as_sdt=0,5&as_vis=1

DEVELOPING WORLD

In 2012, 65 % of the population of

Africa have cell phones and this

growing at a 20 % annual rate.

What services emerge?

Banking

Currency

Activism

Entertainment and Knowledge

Education

Disaster management

http://impactofinformationsystemsonsociety.wordpress.com/

DEMOCRATIZATION

Maker Culture

http://www.bbc.co.uk/news/technology-20137791

http://hackeducation.com/2012/11/21/top-ed-tech-trends-of-2012-maker-movement/

Smartphone Films

http://mashable.com/2011/03/28/films-shot-with-mobile-phones/

Smartphone Music

http://www.digiensemble.com/making-music-with-tablet-pcs-and-smartphones/

BUSINESS ISSUES

How record labels are learning to make money from

YouTube

http://www.guardian.co.uk/media/2013/jan/04/record-labels-making-money-youtube

Music apps are the new albums. Or the new concert DVDs > experiments from Lady Gaga, The xx + more http://j.mp/SMQMnj

REALTIME

#Oscarfail: Twitter’s Impact on Live Broadcasts

http://platformmag.wordpress.com/2011/03/04/oscarfail-twitters-impact-on-live-broadcasts/

"The characters on Glee actually tweet and they tweet during the show. When Glee starts, the moment it airs for the first time on the East Coast, the tweets per second for Glee shoot up," said Costolo. "They stay up there at a super high level at hundreds of [times] what they are before the show comes on until the moment the show ends and then they drop. [...] People feel like they have to watch the show while it's going on because the community is tweeting about the show and the characters are tweeting as the show's happening so [they have to] watch it in real time.“

http://readwrite.com/2011/01/19/what_glee_means_for_twitter_television

“Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time.” -Jean-Philippe Maheu, Chief Digital Officer, Ogilvy

“Our head of social media is the customer.” –McDonald’s

http://retailindustry.about.com/od/retailleaderquotes/a/Funny_inspiring_quotable_quotations_about_twitter_social_media_business.htm

AUGMENTED REALITY (AR)

Apps http://www.pcworld.com/article/253530/top_15_augmented_reality_apps_for_iphone_and_ipad.html

Google Glass http://www.youtube.com/watch?v=9c6W4C

CU9M4

Lynx angel http://www.youtube.com/watch?v=rFuUFeQIdpk

Scholarly Research

http://scholar.google.co.uk/scholar?as_ylo=2012&q=augm

ented+reality+research&hl=en&as_sdt=0,5&as_vis=1

AR and

“ambient

intelligence”

AR AND ADS

“Advertising companies are still struggling to discover how best to reach users of mobile

phones who are much less tolerant of traditional internet-style ads on their small handset screens.

The mobile internet still accounts for less than 1 per cent of total advertising spend in the US.

Augmented reality has been mooted as one possible solution. Smartphones with this kind of

technology can recognise and respond to images. Held in front of a print ad, for example, the

phone can take shoppers directly to that retailer’s website to make a purchase. “Augmented reality

has the potential to fundamentally change advertising, transforming current static formats and

introducing new levels of interactivity,” said Shaun Gregory, Global Director of Advertising at

Telefónica Digital.

Companies from Universal and Unilever to Tesco and KFC have all experimented with augmented

reality advertising campaigns over the past two years, but the Telefónica deal would be one of the

largest projects seen so far in the developing sector. Telefónica would build the technology into its

mobile advertising offering, alongside location-based advertising services and mobile coupons.”

http://www.ft.com/cms/s/0/87d3fede-0015-11e2-a30e-00144feabdc0.html#ixzz2BTwC0Vx8

SOME EXTRA REFERENCES

100 Fascinating Social Media Statistics and Figures From 2012, Brian Honigman

http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html

Social Networking Stats: 63% of Users Share Product Info on Facebook, #RLTM Scoreboard Marissa McNaughton

http://therealtimereport.com/2012/12/28/social-networking-stats-63-of-users-share-product-info-on-facebook-rltm-scoreboard/