mindtrek: useful application of emergent technologies

Joanne Jacobs, Mindtrek, October 2010

From ‘The Shallows’ to Full Immersion:From ‘The Shallows’ to Full Immersion: Compelling & Useful Technologies Compelling & Useful Technologies

Joanne JacobsSocial Media Expert ConsultantEmail: [email protected]: joannejacobsPhone: (+44) 07948 318 298


End-of-event slumpEnd-of-event slump

Image source: http://www.flickr.com/photos/philliecasablanca/3553046233/


Idea in this presentationIdea in this presentation

TECHNOLOGY CHARACTERISED AS

‘SHALLOW’

IMMERSIVE TECHNOLOGY WHICH INSPIRES DEEP THOUGHT AND SOLVES

PROBLEMS

Now

Future


ArgumentArgument

TECHNOLOGY DEVELOPMENT BASED ON EASE OF ACCESS TO INFORMATION AND EACH OTHER

TECHNOLOGY DEVELOPMENT BASED ON SOLVING PROBLEMS

Image sources: http://www.flickr.com/photos/elvissa/145892913/sizes/o/ http://www.flickr.com/photos/magnetbox/3261773180/sizes/m/in/photostream/


“Imagine filling a bathtub with a thimble; that’s the challenge involved in moving information from working memory into long-term memory. When we read a book, the information faucet provides a steady drip, which we can control by varying the pace of our reading. Through our single-minded concentration on the text, we can transfer much of the information, thimbleful by thimbleful, into long-term memory and forge the rich associations essential to the creation of knowledge and wisdom.

“On the Net, we face many information faucets, all going full blast. Our little thimble overflows as we rush from tap to tap. We transfer only a small jumble of drops from different faucets, not a continuous, coherent stream.”

- Nick Carr - The Shallows, 2010


Image sources: http://www.leighbureau.com/speaker_documents.asp?view=photograph&id=77 http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell

“(Digital activism) is simply a form of organizing which favors the weak-tie connections that give us access to information over the strong-tie connections that help us persevere in the face of danger. It shifts our energies from organizations that promote strategic and disciplined activity and toward those which promote resilience and adaptability. It makes it easier for activists to express themselves, and harder for that expression to have any impact.”

From: ‘Why the revolution will not be tweeted’, Malcolm Gladwell, September 2010, in the New Yorker: http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell?currentPage=all#ixzz10oir0Qkh


Schools of ThoughtSchools of Thought

• TECHNOLOGICAL DETERMINISM– Human behaviour adapts

to accommodate technologies

• SOCIAL DETERMINISM– Human behaviour

changes the way technologies and politics are developed and adopted

Image source: http://www.flickr.com/photos/kalidoskopika/2022600793/


Schools of thoughtSchools of thought

• SOCIAL CONSTRUCTIVISM– We create technologies as a

means of meeting social needs

• DYNAMIC DETERMINSIM/SOCIO-TECHNOLOGICAL ECOLOGY– Human behaviours and

technology development are in a co-dependent state, each influences the other

Image source: http://www.flickr.com/photos/alosojos/362221506/


Schools of thoughtSchools of thought

• ‘The Shallows’, Nicholas Carr– TECHNOLOGICAL

DETERMINISM

• ‘The revolution will not be tweeted’, Malcolm Gladwell– SOCIAL DETERMINISM

=> REDUCTIVE THINKING

Image source: http://www.flickr.com/photos/wadem/2808468566/


Reductive vs CreativeReductive vs Creative

PROBLEMPART PART

PART PART

SOLUTION!Reductive

thinking

CreativethinkingPROBLEM

IDEAS

IDEAS

IDEAS

IDEAS

IDEAS

SOLUTION 1

SOLUTION 2

SOLUTION 3

SOLUTION 4

SOLUTION 5


Reductive vs CreativeReductive vs Creative

Image sources: http://www.flickr.com/photos/question_everything/3550641700/ http://www.flickr.com/photos/danzen/291549321/

SHALLOW TECHNOLOGY: Reductive and often trivial

IMMERSIVE TECHNOLOGY:Creative, often inspirational


SHALLOW TECHNOLOGIES


‘‘Shallow’ technologyShallow’ technology

• Twitter• Facebook• RSS Feeds• Popular meme sites

Image source: http://icanhascheezburger.com/2008/12/24/funny-pictures-testin-dese-4-u-dey-work-fien/


‘‘Shallow’ contentShallow’ content

• Games– Console:

Grand Theft Auto – MMPORGs: World of

Warcraft

• Augmented reality:– Rock, paper, scissors– Tattoo– Bikini


The problem with ‘shallow’The problem with ‘shallow’

• Can’t use tattoos and bikinis in business demonstrations

• Novelty value wears off– High cost of production– Short commercial life

• Mentions, interactions don’t necessarily convert to sales

Image source:http://www.flickr.com/photos/systemonegang/351609423/


BUSINESS & TECHNOLOGY


Business NeedsBusiness Needs

SPEED COMPETITIVE INTELLIGENCE

SALES

Image sources: http://www.flickr.com/photos/fabiovenni/91780334/ http://www.flickr.com/photos/mattcornock/3840181015/ http://www.flickr.com/photos/liewcf/2427194598/


Business needs from technologyBusiness needs from technology

Image sources: http://www.flickr.com/photos/pointshoot/861932760/http://www.flickr.com/photos/danielwilliams/539568298/ http://www.flickr.com/photos/denisdervisevic/4745520501/

BETTER TRACKING BETTER INTERACTION CUSTOMER ADVOCACY


Business vs TechnologyBusiness vs Technology

• Defamation– TripAdvisor

facing legal action from 700 hotels for ‘defamatory’ comments made about hotels

• Copyright violation– Nestle tried to

prevent Facebook users altering their logos to included a moderated KitKat image, as part of Greenpeace Killer campaign

Image source: http://www.flickr.com/photos/ralpe/3750267778/


DisconnectDisconnect

• Disconnect between business & tech development is not just about security

• High VC investment in technology does not guarantee or even incite mass adoption

Image source: http://www.flickr.com/photos/mesho/228577023/


Value of ‘shallow’Value of ‘shallow’

• Brevity• Indexing• Targeting• Mashing simple data

for new insights

Image source: http://www.flickr.com/photos/fenris117/4529769293/


Brevity vs complexityBrevity vs complexity

Complex outcomes can derive from simple data– Discover

weaknesses/impediments to progress in a system

– Compare prices of real estate in a specific area

– Track the progress of goods in a supply chain


Immersive tech attractive to businessImmersive tech attractive to business

• Augmented Reality (AR)– PRODUCT DESIGN AND PLANNING: Testing use and

overcoming usability problems– SALES: ecommerce and mcommerce catalogue sales – TRAINING AND INDUCTION: Creating scenarios for training

about dangerous tasks, or induction into large organisations

• Location based services – PROMOTION: Weight watchers donation to charity when

checking in at the clinic– STORY TELLING: Aggregation of individual responses to

location based events (market research as well as advocacy)

• ‘Selective Pull Media’ services– Using either AR or LBS, offering information based on location

and filters as tags.


EMERGENT, IMMERSIVE TECHNOLOGIES


Immersive tech characteristicsImmersive tech characteristics

• Available technologies:– Virtual reality– Augmented reality– Location based services

• Make use of real work or virtual world (or both) • Visual interface or timely, location specific content• ‘Naturally’ compelling for play

Image source: http://www.flickr.com/photos/hiperia3d/2921667491/


Immersive versus deepImmersive versus deep

IMMERSIVE DOES NOT NECESSARILY MEAN USEFUL OR COMPELLING

Image source: http://www.flickr.com/photos/torley/3333937161/


Shallow immersion Shallow immersion

• Promotion and novelty oriented

• Limited user market• High cost, low ROI• Little to no business

value proposition

Image source: http://www.flickr.com/photos/antjeverena/3327157260/


Emergent tech case studiesEmergent tech case studies

Foursquare (SHALLOW)

• Freebies for Mayors• Discounts for those

that check-in• Merchandise for

check-ins• Push advertising on

check-in

Image source: http://www.wolf-howl.com/socialmedia/foursquare-promotions-spotted/



Foursquare

(IMMERSIVE/USEFUL)

• Workforce tracking• Transport/traffic

interruptions • Announcing availability for

appointments• Timely reporting on

deliveries, availability of services

Image source: http://www.flickr.com/photos/europedistrict/4884534393/



Augmented reality

(SHALLOW)

• Face tracking for promotion of console/mobile games

• Animation of magazines• Animation of items in

vehicles/inside spaces

Images from: http://www.youtube.com/metaioar



Augmented reality(IMMERSIVE/USEFUL)

• Information on available rooms in hotels, environments in work spaces, etc

• Facetracking for hairstyles, glasses, plastic surgery, etc

• Security identification on corporate premises

Image sources: http://www.youtube.com/watch?v=0z_Q3yl4NjMhttp://www.immersivetech.org/perception/augmented-reality/glasses-direct-uses-augmented-reality-for-a-virtual-mirror/



Games

(SHALLOW)

• Tending a virtual farm

• Treasure hunt promotion

• Point scoring wars

Image source: http://www.flickr.com/photos/rustyboxcars/4759811213/



Games

(IMMERSIVE/USEFUL)

• Education & training• Competitive tenders• Induction/drills• Scenario mapping

Image source: http://www.routesgame.com/games/?challengeId=5


Problems with immersive techProblems with immersive tech

• Device adoption• Device literacy• Encouraging input• Comfort with engaging• Quality of data• Effective collaboration

Image source: http://en.wikipedia.org/wiki/Smart_phones Research source_ http://www.gartner.com/it/page.jsp?id=1421013


DEEP PARTICIPATION


Inhibitors to collaborationInhibitors to collaboration

• Environment (sensory) – temperature, noise, light, air quality

• Comfort – furniture, relaxation, food, access to other participants

• Resources – technology access, technology speed, technology literacy, broadband availability and quality, cost

• Territory – neutral versus institutional• Personnel – quality of participants,

willingness to share, generosity in interaction.

Image source: http://www.flickr.com/photos/joeshlabotnik/2863524619/


Making immersive attractiveMaking immersive attractive

1. SOLVE A PRE-EXISTING PROBLEM

2. ENSURE OUTPUTS GENERATE INSIGHTS

3. AVOID PROMOTION AS AN OUTCOME

4. ENABLE DEEP PARTICIPATION

5. REWARD DEEP THINKING AND ONGOING CONTRIBUTION


Shallows -> immersive thinkingShallows -> immersive thinking

• ‘Shallow’ technologies don’t prevent deep thinking

• Immersive technologies don’t automatically produce deep engagement

• Challenge is move from shallow outputs to deep engagement

• Immersive media uniquely positioned to encourage deep engagement

Image source: http://www.flickr.com/photos/caswell_tom/4463109682/


It’s not just AR and gamesIt’s not just AR and games

Overcome problems with:– Power– Connectivity– Cultural differences

• Language• Style of interaction

– Usability – Proprietary platforms

Image source: http://londonist.com/2007/05/free_wifi_in_lo.php


Creative thinkingCreative thinking

• Need to come up with creative applications of emergent media to capture business interest

• ‘Because you can’ is reductive thinking

• Immersive media can inspire ideas

• Technology and social needs in co-dependent relationship– DYNAMIC DETERMINISM

Image source: http://www.flickr.com/photos/tasteful_tn/226000168/


BUT… Remember business needsBUT… Remember business needs

Image sources: http://www.flickr.com/photos/pointshoot/861932760/http://www.flickr.com/photos/danielwilliams/539568298/ http://www.flickr.com/photos/denisdervisevic/4745520501/

BETTER TRACKING BETTER INTERACTION CUSTOMER ADVOCACY


ChallengeChallenge

• For all the technologies presented at Mindtrek, come up with 3 business applications

• For all technology problems presented here at Mindtrek, come up with 3 different means of collaboratively problem solving

• SHARE YOUR RESULTS

Image source: http://www.flickr.com/photos/3336/96279715/


QuestionsQuestions

Joanne JacobsSocial Media Expert ConsultantEmail: [email protected]: http://joannejacobs.net/Twitter: joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298

mindtrek: useful application of emergent technologies

Technology

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joannejoannejacobs

tie connections

term memory

photosdanielwilliams539568298

shallow

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