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Hybrid Products
Steve Benford
University of Nottingham
The
Carolan
Guitar
Headstock Top Soundhole Fret-marker
Soundboard Back Heel
Carolan as a physical-digital hybrid
Carolan as a technology probe
In the luthier’s workshop
Visiting homes
Writing & recording
Performing & learning
On the road
How a rich digital footprint adds value to a product
From owners to custodians
Multiple, personalised and contextual mappings
Fixed versus fluid links
Mementoes and proxies
Reflections
Mappings, customisation and appropriation
Original artefact
Immutable links
propagate content
Mutable links allow appropriation
Acknowledgement gives credit
Harvested data adds value Appropriated
artefactRecursively
appropriated
Another view of hybridity
Goods Services
ExperiencesThings you
remember
Things
you
own
Things
you
have
done
for you
Personal data
blends goods,
services and
experiences into
smart products
Another view of hybridity
Goods Services
Experiences
Christmas with Artcodes
96
6
78
5
1
2
Scan own calendar
Total: 196
Share
calendar
Total: 51
Scan shared
calendar
Total: 42
Customise
digital
Total: 86
Scan custom
physical Artcode
Total: 24
14
28
5
14
14
14
5
What our consumers did
Physical possibilitiesDigital possibilities
shallowdeep deep
Program
Tailor Digitally wrap Craft
Map content Physically wrap
Assemble
Decorate
Broad customisation
Consumption chainSupply chain
Manufacturers Retailers Prosumers Consumers
End-to-end customisation
Map content
Program
Tailor
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= emerged
??
?
? = questioned
Retailer
Prosumer
Consumer
Manufacturer
= imagined= designed
A customisation map
Map content
Program
Tailor software
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= designed = emerged = imagined ? = questioned
Retailer
Prosumer
Consumer
Manufacturer
Family and friends sharing
Map content
Program
Tailor software
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= designed = emerged = imagined ? = questioned
Prosumer
Consumer
Manufacturer
Craft kit
Map content
Program
Tailor software
Assemble
Decorate
Craft
Physical affordancesDigital affordances
Wrap (digitally) Wrap (physically)
Stakeholders
Digital customization Physical customization
= designed = emerged = imagined ? = questioned
Retailer
Prosumer
Consumer
Manufacturer
?
?
?
Media channel
Producers ConsumersCo-creating
Value
Personal data powers
smarter, differentiated, adaptive
and intelligent products
Personal data captured from use
in the wild drives agile
design and production
Hybrid products as co-created
Celebrity endorsed signature editions Reliced models
Hybrid products as socially connected products
Identifying brands and instances
From guitars on Facebook to the Facebook of guitars?
The question of
fair and
transparent use
of personal data
Especially across
multiple
custodians and
other
stakeholders
Perspectives on hybrid products
… as physical-digital systems
… as blending goods, services and experiences
… as templates for co-creation
… as being socially connected