APRIL 23, 2013

TH_NK TANK DEMYSTIFING TECHNOLOGY

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WHAT IS TH_NK TANK?

INTRODUCTION

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A gathering of technologists, marketeers, creatives and strategists brought to you by TH_NK and Microsoft.

TH_NK TANK has a simple aim: to get to the bottom of some of the most important recent digital developments and inspire you to think about how you can take advantage of them.

A hands-on, practical event. No powerpoint presentations and bullet-point 'inspiration'. Just plain talking, debate and discussion between you and some of the people who are building and working with these new technologies.

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TH_NK TANK IS…

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PHYSICAL INTO DIGITAL

James Shepherd, Head of Business Development at Blippar Ciaran O'Sullivan, Head of Business Development at Proxama Miles Lewis, VP, European Sales at Shazam Entertainment

PANEL 1

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The second screen is eroding the TV ad market, but apps such as Shazam are bringing back attention to ads by delivering extra content for viewers, with the biggest adoption rates, right now, coming from the Australian and Spanish markets.

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APPS VS ADS

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The challenge with digital technologies like Proxama, Blippar and Shazam is that client’s KPIs don’t necessarily fit into something measureable.

The problem is that clients are not necessarily risk takers and most are used to asking about reach rather than meaningful engagement. We need to offer them something new.

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WHERE NO APP HAS GONE BEFORE…

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The single biggest mistake clients make is thinking that people will know what to do with this technology, which may be contributing to lack of mainstream adoption.

There must be smart calls-to-action, better education and, most importantly, great content for a consumer to engage with and use repeatedly.

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GETTING TO KNOW YOUR PHONE

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THE CLOUD Matt Ballantine, Senior Developer Platform Evangelist, Microsoft David Ellis, co-founder of Station10 Richard Bastin, CTO at Currency Cloud

PANEL 2

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Richard Bastin explained the uses he finds for the cloud:

“It’s about bringing products to market. We can bring new servers on to deal with new marketing campaigns. And while it’s easier to do things quickly, it’s now even easier to make mistakes quickly as well – so the same processes must be in place. It lowers the cost of entry for everyone.”

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THE C-WORD

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The multi-channel approach is about joining up the dots. The Cloud allows for Big Data to be used by companies but this is not enough.

In a risk-averse environment the cloud allows marketers to intelligently assess situations and campaigns. But just because you have Big Data does not guarantee that it can be used in a meaningful way.

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BIG AND CLEVER

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Recent examples have shown us that placing locally-stored data behind a firewall doesn’t mean it shouldn’t be unencrypted as well.

Storing sensitive data in the cloud forces us to think about security in new ways and generally leads to better, more durable measures.

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STORMY WEATHER

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To exemplify just how far computing of data has come, the example of Dunnhumby was discussed as the company had to use a crane to get the super computer in their office when there was no cloud (roughly 20 years ago). Thankfully, we no longer need the crane.

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“WHERE DO YOU WANT YOUR STORAGE, MATE?”

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NETWORKED DEVICES

Olivia Solon, Associate Editor,Wired.co.uk Andy Hobsbawn, Founder and CMO at EVRYTHING Matthew Knight, Creative/Technical Strategy Director at Carat Claire Rowland, head of service and UX design at AlertMe

PANEL 3

We have a more symbiotic relationship with data now and it’s important to make things more human. The ‘Internet of Things’ has the power to be a more disruptive technology than the mobile/social wave we’ve just experienced.

We’re a long way from a uniform definition as people’s views are fragmented, but the simplest way would be to say that the I.O.T. is physical things becoming part of the web.

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IT’S ALIVE!

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Gimmicky ideas like toilets that analyse your urine and talking fridges may help people to get to grips with this technology, but we need to get past the gimmicks and look at the more ‘mundane’ applications such as thermostats.

Our priorities won’t change but our interfaces may.

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GETTING PAST THE TALKING FRIDGE

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Security may become a problem as it’s not clear how long devices will keep the information about you and security erodes the more connections a device has.

What is considered acceptable around permissions and privacy has changed even in the last five years. Basic context can shift what we think is right or normal and we may have to accept certain intrusions as part of our connected, digital lives.

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THE TOASTER THAT KNEW TOO MUCH

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THANK YOU FOR COMING (AND SORRY ABOUT THE BENCHES!)

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