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Presentation I gave on research I conducted with the Institute For The Future on how wifi changes the consumer behaviors in the urban context.
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©2005 SATAMA INTERACTIVE
Re-inventing Places and SpacesSummary of research collaboration with the Institute For The Future (IFTF)
30.11.2005
Jokko Korhonen, Senior Designer
©2005 SATAMA INTERACTIVE
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Satama is a leading digital services company
We help our clients do better business online.• Our 300 experts are specialized in business
development, design, and technology.
• Satama’s three service areas are Self-Service services, Interactive Marketing Communications, and Future Services
• Our client-specific teams delivered over 1.000 world-class projects in 23 countries last year.
• Operations are complemented by an effective international partner network.
Satama is a financially solid, growth-seeking company:
• Market leader in Finland.
• In Europe, we are the leading service provider in our field for the telecommunications sector.
• In 2004 our net sales were EUR 23.6 million, an increase of 10.5% from 2003.
• Net profit was EUR 1.5 million, which is 6.3% of revenues.
• At year-end, our equity-to-assets-ratio was 76.3% and liquid funds were EUR 8.4 million.
Helsinki
Stockholm
Tampere
Amsterdam
Düsseldorf
Turku
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Re-Inventing Place and Space Research
Q2-Q3, 2003
Observation @ Starbucks, Tuesday 18 March, 2003
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1. Background to research
2. Research approach and collected data
3. Customer profile: Cybernomads 2003
4. Cybernomadic products and services from 2013
Observation @ Starbucks, Tuesday 18 March, 2003
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Institute For The Future
Foresight - Insight - Action
Identify and evaluate discontinuities that are likely to have major impacts on businesses over the next 3 to 10 years
1. Uncovering trends
2. Profiling consumers
3. Envisioning the future
URL: www.iftf.org
Satama has collaborated with IFTF in two research projects
• Global Youth Networks, 2001
• Re-inventing Place and Space, 2003
Observation @ Starbucks, Tuesday 18 March, 2003
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1980s 1990s 2000s 2010s
Source: Institute for the Future
Ubicomp
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Wireless(wi-fi & cellular)
Urban(third places)
Re-Inventing Place & Space
Research(the non-technical side of
ubicomp)
1. Uncovering trends
2. Profiling consumers
3. Envisioning the future
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2. Change in social institution
(family, government)
4. Demand for certain
types of invention
1. Technological change
(invention, innovation)
3. Change in people’s social philosophy
(beliefs, attitudes, and values)
ResearchUncovering trends
UnderstandProfiling consumers
ScenariosEnvisioning the future
Re-Inventing Place & Space
Research
Wireless, Connectivity, Positioning technologies
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2. Change in social institution
(family, government)
4. Demand for certain
types of invention
1. Technological change
(invention, innovation)
3. Change in people’s social philosophy
(beliefs, attitudes, and values)
ResearchUncovering trends
Re-Inventing Place & Space
Research
Wireless, Connectivity, Positioning technologies
Hot spots in “third” places& wireless users
Hot spots in “third” places& wireless users
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1,3
1,32,3
Research conducted also in OuluResearch conducted also in Oulu
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P2P
B2B portals
IRC
IM
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2. Change in social institution
(family, government)
Research
4. Demand for certain
types of invention
1. Technological change
(invention, innovation)
= Wireless, Connectivity, Positioning technologies
3. Change in people’s social philosophy
(beliefs, attitudes, and values)
Re-Inventing Place & Space
Research
UnderstandProfiling consumers
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Cybernomads:• Traverse the physical and digital landscapes
• Develop integrated human-machine relationships and identities
• Make use of distributed technical and social resources for everyday business
Cybernomads:• Traverse the physical and digital landscapes
• Develop integrated human-machine relationships and identities
• Make use of distributed technical and social resources for everyday business
Cybernomad
(2003)
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Resources:• Connectivity, power, devices
• Physical and digital places
• Identity and presence markers
• Trust and reputation systems
• Affinity groups
Resources:• Connectivity, power, devices
• Physical and digital places
• Identity and presence markers
• Trust and reputation systems
• Affinity groups
Cybernomad
(2003)
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Cybernomads and nomads share the
operating principle of focal points
Economic practicesMovementLandscape
Social interactionSocial organization
Relationship to non-nomads
~
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Diverse economic relationships to the global economy:
• Knowledge workers (creatives, designers, innovators), service workers, students, and gamers
• Work in the niches and gaps of the global market”
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Mobility is planned and systematic:• Activity, experience, and convenience based
• Contingent on settings, institutions, and people
• Taxonomies of spaces and maps of routes
• Movement supports economic practice
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Marginal, scarce resources:• Physical and digital mobility helps leverage time, social connectivity, inspiration, and attention
• Opportunistic use of time, place and connectivity
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Tribal, local, and neighborly:• Social and emotional proximity shape structure (homogenous groups)
• Scaling relies on affinity of connective nodes
• Persistent tribes
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Cooperative and collective:• Activate social networks to solve complex problems
• Catalyze action (flash mobs)
• Extend personal selves (blogging)
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Symbiotic and interdependent:• P2P computing
• New political action (Dean campaign)
• IP battles
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Sensory transformations (going towards a ubicomp world):
• Shifts in sensory perception: see the world differently
• New forms of visual awareness, attention and cognitive processes
• Big social and cultural transformations
Sensory transformations (going towards a ubicomp world):
• Shifts in sensory perception: see the world differently
• New forms of visual awareness, attention and cognitive processes
• Big social and cultural transformations
Cybernomad
(2003)
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2. Change in social institution
(family, government)
Research
4. Demand for certain
types of invention
Sensory transformations
5. Technological change
(invention, innovation)
3. Change in people’s social philosophy
(beliefs, attitudes, and values)
Cybernomads
Re-Inventing Place & Space
Research
ScenariosEnvisioning the future
Products and services 2013Products and services 2013
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Wireless(wi-fi & cellular)
Urban(third places)
Topos ChronosTopos Chronos
2013
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Wireless(wi-fi & cellular)
Urban(third places)2013
1. Places Will Be Embedded with Social Narratives • Anyone can publish information in connection with
place
2. Places Will Be Multi-Layered• Places annotated with information evolve multiple
layers of identity and meaning
3. Places Will Be Customizable• Access to resources enables people to use place for
their own needs
4. Places Will Be Subversive• Accessing information layers leads to emergent
interaction between people and environment
1. Places Will Be Embedded with Social Narratives • Anyone can publish information in connection with
place
2. Places Will Be Multi-Layered• Places annotated with information evolve multiple
layers of identity and meaning
3. Places Will Be Customizable• Access to resources enables people to use place for
their own needs
4. Places Will Be Subversive• Accessing information layers leads to emergent
interaction between people and environment
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Wireless(wi-fi & cellular)
Urban(third places)2013 1. Information orienteering • Need tools for accessing and presenting Chronos
based information related to place
2. Designing personal information flows • Need to filter all kinds of information according to
context• Need to manage distributed infrastructure of virtual,
scattered and fixed resources
3. Learning to live with distributed and persistent identity • Need to manage and monitor communication states
4. Setting up camp • Need to adapt to places socially and technically• Want to customize places according to personal
needs
1. Information orienteering • Need tools for accessing and presenting Chronos
based information related to place
2. Designing personal information flows • Need to filter all kinds of information according to
context• Need to manage distributed infrastructure of virtual,
scattered and fixed resources
3. Learning to live with distributed and persistent identity • Need to manage and monitor communication states
4. Setting up camp • Need to adapt to places socially and technically• Want to customize places according to personal
needs
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2013
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2013Artifact 1: Mapgeste
Personal mobility management tool for navigating physical and digital landscapes of people, places, information and focal points of connectivity.
Insights:
New technologies make mental maps visible
Mobility will be redefined in the new spatial landscape
People will increasingly navigate layers of information around place
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2013Artifact 1: Mapgeste
SF LibraryHigh SpeedStrong Signal52 current users (max 150)Free
Joe’s CafeMedium SpeedStrong Signal2 current users (max 12)Free
StarbucksHigh SpeedStrong Signal14 current users (max 30)Free
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2013Artifact 1: Mapgeste
The Starbucks at New Montgomery and Market has WiFi, but if you sit at the northwest table the WiFi from the furniture designer next door is accessible and free.
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2013Artifact 2: E-Song
Service (intelligent agent) for aggregating geo-coded stories, music and other information related to a neighborhood and device for listening to them as you move about in the space.
Insights:
Places will build up layers of social narrative and meaning
No place will be a strange place
Dead time won’t be dead anymore
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2013Artifact 3: Wrist-band
Device that maps one’s social network by geographic location, displaying location and communication availability and preference at the moment.
Insights
New technologies will facilitate location-based social interactions
Social networks will become visible and persistent
Individuals will increasingly visualize themselves as a part of a larger social body
Filtering location-based social interactions by degree of social intimacy
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2013Artifact 4: Starbucks Fidelity Jacket
Wearable computer that functions also as a “membership card” for loyal Starbuck’s customers that confers benefits when worn at Starbucks: automatic profile recognition and awarding of loyalty points.
Insights
Technological infrastructure will be integrated into the body
A layered infrastructure is evolving (stationary and place-specific, distributed, virtual)
Technologies become sociable
Global technology infrastructures will diverge (“fractured ubiquity” - US centric view)
Flexible display
Highly directionalspeakers
Personal server
GPS
4-terabytedigital storage
Flexible display
Wi-Fi antenna
Microphone
Control for music player
Keypad
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2013Artifact 4: Starbucks Fidelity Jacket
Large flexibledisplay
New York Times wireless reader
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2013Artifact 5: Simoleans
Coupon worth 1,000 Simoleans, the currency for the virtual economy in the massively multiplayer game (MMP), The Sims Online, embedded with RFID tag for easy transfer and exchange in the retail physical world.
Insights
Virtual and real economies will become increasingly intertwined
MMPs provide important social environments
MMPs will become important channels to reach consumers
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2013Artifact 6: Business Card
Business address on the card is a commuter train where the owner of the card works as a language instructor…
Insight
Technologies will further facilitate repurposing of place and space
People will manage a palette of workplaces
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2013Artifact 6: Business Card
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Business Implications
A new spatial landscape for conducting business distributed across a fused digital–physical space
• Opportunity: new types of consumer interactions and new sets of needs
A new social platform for interacting with customers, suppliers, and partners• Opportunity: new channels and contexts for communicating with customers, partners and employees
A new framework for value exchange using P2P networks, personal production, and social networks
A host of new roles for businesses, workers, and consumers in the niches of the Urban landscape
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Now:Measuring (precision)Storing (wires)Sharing (Suuntosports.com)Its about being in Control (performance)
Future:Sensing (fuzziness) Updating (wireless)Presence (social networks)Its about Flowing (lifestyle)
Product and Service Visioning Concepts for Suunto
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Within 1 year 1-3 years 3-5 years Beyond 5 years
Services&
Products
Suunto Geo-coded Blogs Suunto Channel
Suunto Urban Navigation Instrument
(1G concept)
Suunto Display And WirelessGateway Instrument
(2G concept)
Suunto WirelessGateway Instrument
(3G concept)
Experiences in places
Technologies become sociable
Product and Service Visioning Concepts for Suunto
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INFORMATION ABOUT REALITY
INFORMATION FOR REALITY
INFORMATION AS REALITY
Influence of information in overall experience
Ubi
quity
Topos Chronos