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Dean DonaldsonDirector of Digital Experience

January 2010

in a ubiquitous worldadvertising

addressable

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Living in a Ubiquitous World

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The future?

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Half the money I spend on advertising is wasted

but I can never find out

which halfJohn Wanamaker, Pioneer of Department Stores, 18 77

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Tracking

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UbiComp

The Third Wave

Ubiquitous Computing

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The Changing Box

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Smart Tags

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Travel

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Radio Frequency Identification

• Read / Writable

• xxMB Storage

• Input via Sensors

• Output via Wireless

• Remote Power Source

RFID

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Smart Dust

“The computer in your cell phone

is a million times cheaper and

a thousand times more powerful and

about a hundred thousand times smaller

than the one computer at MIT in 1965.

So what used to fit in a building

now fits in your pocket,

what fits in your pocket

will fit inside a blood cell in 25 years…

That’s a billion-fold increase.”

Ray Kurzweil, Futurist

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Exponential Growth of Computing

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Wrigley’s Juicy Fruit

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Kevin Ashton

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Taking a Proctor & Gamble

• 2003: Tesco hides bugs in razors

• WHY you pick-up & WHERE you go

• 2007: Tesco wants all products tagged

E V E R Y B O N D Y O U B R E A K . . .

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Supply Chain

2005

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Future Store

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In Store Intelligence

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ePOS

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Inventory Management

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Consumer Backlash

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incontrol

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Social Interaction

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Enhanced Experience

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Haptic Interaction

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Sensory Surround

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Motion-based control

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Virtual Reality

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Light & Power

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Temperature & Movement

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World of Sensors

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Assisted Driving

abs

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Smart Cars

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Autonomous Driving

“Look no hands!”

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Smart Appliances

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Smart Grid

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Intelligent Power Supply

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Smart Clothes

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Smart Scents

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Smart Paper

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Song Do, Korea

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identifiablepersonally

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systempayment

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RFID – Radio Frequency Identification

• Chips linked to Internet

Active up to 500m radius

• Wave-and-Pay + GPS

Personal Identification Device (PID)

= targeted adsPersonal Identification Device (PID)

= targeted ads

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RFID

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Near Field

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Under My Skin

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Access All Areas

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Bio-Metrics

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Travel & Security

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National ID

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