Competing Visions for the Future

Post-PC Era@MITEFCMB#MITForum

October 9, 2012

Competing Visions• Two seemingly competing visions for the future• Friendly smack-down (or so I was promised)• Tonight = “The Voice” for the most powerful idea• Who will win?• You decide!

Lora Kratchounova, Scratch Marketing + Media

• Twitter: @ScratchMM• Principal at Scratch M+M• MIT Enterprise Forum Vice Chair, Innovation and Startup Committee• Inspired by what the MIT Enterprise Forum has to offer• Inspired by compelling visions for the future

The Future is Mobile• The future is going to be mobile• Mobile phones/tablets (mostly by Apple) =

the dominant way we interact with the world around us

• The mobile phone/tablet becomes our universal “remote control”

The Mobile Revolution• Through Q1 2012, just 2 years after Apple

shipped the initial iPad, Apple has sold 67 million of them – It took Apple 24 years to sell that many Macs– Over 3 years for that many iPhones – 5 years for that many iPods

• 1.2 billion smartphones over the next 5 years, about 40 % of all handset shipments (ABIResearch)

How Mobile Are We?

How Mobile Are We?

Michael Davies, Endeavour Partners

• The Future is Mobile• @MichaelAMDavies• CEO of Endeavour Partners; Expert witness in the DoJ ATT/T-Mobile merger• Senior Lecturer at MIT at the Systems Division• Guest Lecturer at Harvard Business School and

London Business School

The Future is Enchanted Objects

• The things we live with are getting smarter • Imagine a chair that plays your Pandora

music• A kitchen cabinet that instantly connects

you to a loved one• A trash can that reorders household

essentials via Amazon…

David Rose, Roseology, Ditto

• The Future is Enchanted Objects• Twitter: @DavidRose• CEO of Ditto, Serial entrepreneur; Vitality/ GlowCaps, Ambient Devices• Enchanted objects, glanceable technology• Research Scientist at the MIT Media Lab, teaching in

the Tangible Media Group with Hiroshi Ishii,

Ari Adler, IDEO

• Twitter: @IDEO• Design and Community Lead at IDEO,

health and wellness group • Inventor to19 patents • Former MIT Media Lab research assistant

How might we use connected devices to enhance the experience and efficiency of our homes?

Nest learning thermostatwww.nest.com

Yello smart meter and applicationwww.ideo.com/work/sparzahler-electricity-meter

Twine smart home sensors www.supermechanical.com/twine/

Withings baby monitor and apphttp://www.withings.com/en/babymonitor

How might we use connected devices to take better control of our own health and wellness?

Nike+ FuelBand fitness trackerwww.nike.com/fuelband/

Zeo sleep tracking systemwww.myzeo.com/sleep/

The Eatery app by Massive Healtheatery.massivehealth.com

Scanadu diagnostic devicetinyurl.com/scanadufastco

How might we use connected devices to effortlessly collect and aggregate data for the greater good?

Asthmapolis asthma device and appwww.asthmapolis.com

Street Bump apphttp://tinyurl.com/numstreetbump

Waze community mapping apphttp://www.waze.com/

Ginger.io behavioral analytics platformwww.ginger.io

Adam Laughlin, ImpulseSave

• Twitter: @a_laughlin • Non-profits• Nextstage Evolution• Media Lab (Lifelong Kindergarten)• ImpulseSave

Do I want tothink about it?

Yes

PhoneDelegate to

Object/System

No

Our Selves

Our Companies

Our Governments

Adam’s Final Words• Mobile interfaces handle the things you want to

think about. Objects/Systems handle the rest.• Sensors (especially phone) are systems’ portals

into you• Increasingly engineered human experiences for

good & harm• Sensors/Systems measure health & well-being• Increasing multiple-bottom-line companies

Adam’s Final WordsStuff you can play with today:FUNF - funf.org (android sensor data)BSMeter - goo.gl/NH6Q6 (paid)PersonaScope - goo.gl/Ai1xx (paid)

Great books:Thinking in Systems - goo.gl/SkzKHReading Virtual Minds V1 - goo.gl/EQJ2P

If you are interested in measuring well-being, let’s talk!

Related:Speaker - BostonCHI Nov 13.Human Dynamics - Media LabAffective Computing - Media LabGinger.ioBehav.io

Jennifer Lum, Adelphic Mobile

• Twitter: @JenniferLum• Co-founder of Adelphic Mobile• Mentor at 500 Startups and Tech Stars• Serial entrepreneur with Quattro Mobile,

and iAd, now part of Apple• Angle investor though Apricot Capital

Current state of mobile• Mobile phone subs are 5x landline subs and passed landline subscriptions 10

years ago and in the U.S. mobile broadband is ubiquitous at 64%

• Tablet installations are 30% and exploding in the U.S. while mobile internet use has passed wired internet use in some emerging countries

• Compared to online, mobile advertising is significantly more effective. When mediums are combined ‘mobile only’ holds its own and in some cases outperforms.

Market opportunityMobile media consumption is growing exponentially.Ad spend is disproportionately low compared to other media.

*US Mobile Ad Spending. Source: eMarketer *US Ad Spending vs Time Spent. Source: Flurry

$10.8B opportunity

~$20B+ opportunity

Market challengesAudience-based buying is an unsolved problem

•Buyers: Struggle to reach targeted audiences at scale•Sellers: Struggle to understand and monetize audiences

Why hasn’t this been solved? 1) Mobile is different

•User identification•Apps - new media type•More data - location, device, behavior

Existing ad platforms and technology are ineffective in mobile

2) Difficult and Complex problem•Principles•Data collection• Implementation

Mobile advertising - the next two years

• Mobile Consumer• Consume more services via mobile and

connected devices• Mobile payments

• Advertisers• Shift to real-time 1to1 marketing - cross screen• Data sources• Desired action/conversion

• Media• Content personalization and programming -

cross screen• Monetization strategies

1. Scalable performance

2. Creative

Innovation

Ambient intelligence & advertising

• Is there a role for advertising in ambient intelligence and if yes, what solutions are most likely to work?

• More sensors/data, more personalized and targeted communication

• Rich, continuous services delivered from cross-environment

• How will consumer data be managed and distributed?

• Which payment methods will be most effective?

Follow the discussion• #MITForum:

– Post or ask questions• @MichaelAMDavies• @DavidRose• @JenniferLum• @a_laughlin • @IDEO for Ari• @ScratchMM