Era of the Child

1. 1 Munich Feb. 2015 | Marcus Naumann, Strategy & Innovation Lead | This presentation would like to send you push notifications. The digital thrill-seeking society.

2. 2 Virtual Reality Beacon Geolocation Machine Learning Apps Wearables Robots Smart Data

3. 3 All of the sudden were in the information age & attention society! Virtual Reality Beacon Geolocation Machine Learning Apps Wearables Robots Smart Data

4. 4 Oh, really. Why? All of the sudden were in the information age & attention society! Virtual Reality Beacon Geolocation Machine Learning Apps Wearables Robots Smart Data

5. 5 effect driver What has changed in human behaviour?

6. 6 9.5 hours needed to hunt and collect food to generate the calories your body requires. Enough time to snap your meal, send it around the world and eat it after it was liked 25 times. 6th February 10.000 BC 6th February 2015

7. 7 Era of just being there Era of hunting & gathering Era of moving around Era of creating culture Era of fighting for strange reasons Era of steam-machines Era of fighting for no reason Era of productivity increase Era of politics & globalization Consumer Web 100.000 BC 10.000 BC 5.000 BC 0 1098 - 1850 1900 1945 1960 1980 2000

8. 8 Era of just being there Era of hunting & gathering Era of moving around Era of creating culture Era of fighting for strange reasons Era of steam-machines Era of fighting for no reason Era of productivity increase Era of politics & globalization Consumer Web 100.000 BC 10.000 BC 5.000 BC 0 1098 - 1850 1900 1945 1960 1980 2000 Alone or in small groups Connected

9. 9 static network human oriented technology >Im in Its mine

10. 10 Smartphone: right crunch and perfect amount of salt so you cant help but to refresh one more time. =

11. 11 Expensive Illegal Easy to use, cheap, safe & legal Dopamine sources Not easy in publicDangerous

12. 12 Whilst we sometimes focus on the rational benefits of technology, digital interactions affect us on a biological and emotional level. Grant Owens GVP Planning at Razorfish: Technology has changed everything. Including our brains

13. 13 The web satisfies the human need of infinite jest. Because everything we do is voluntary.

14. 14 If you can do anything you want online, you probably wont open your tax declaration programme. The web promises infinite jest.

15. 15 The webs voluntary and frivolous character triggers childish behavioural patterns. Are we the same person online?

16. 16 our real self our web self

17. 17 the era of the child

18. 18 Basic needs of a baby: Meeting their everyday needs Feel safe and secure Love and hugs Plenty of praise Smiles Talking Listening Learn new things Take care of their feelings Rewards and special treats Source: department for child, youth and family New Zealand

19. 19 Basic needs of a consumer today: Meeting their everyday needs Feel safe and secure Love and hugs Plenty of praise Smiles Talking Listening Learn new things Take care of their feelings Rewards and special treats

20. 20 Basic needs of a consumer today: Meeting their everyday needs Feel safe and secure Love and hugs Plenty of praise Smiles Talking Listening Learn new things Take care of their feelings Rewards and special treats customer centricity customer care reward for ownership customer experience social media edutainment customer experience create loyalty

21. 21 Try to think like a kid.

22. 22 Smart Algorithms Protocols / Cache / Cookies Big Data / Smart Data Prospective Buying Filtered information. Welcome to the Era of the Child Children cant decide what information is relevant to them. >

23. 23 One-Click Registrations Gamification Unobtrusive Technologies Brutal simplification. Welcome to the Era of the Child Kids get annoyed really quickly. >

24. 24

25. 25 Design Thinking A/B Testing Dynamic landing Pages Customer centric design. Welcome to the Era of the Child Kids cant focus on two things at the same time. >

26. 26 Location-based services Beacon technology Mobile Streaming Reward Apps Image Recognition Software Mobile web. Welcome to the Era of the Child Kids want to explore their environment. >

27. 27

28. 28 YouTube Tutorials Buzzfeed Analytics Longreads E-Learning Edutainment & data journalism. Welcome to the Era of the Child Kids enjoy learning. >

29. 29 Nest Touch Applications Arduino Boards Sensors and APIs Internet of things. Welcome to the Era of the Child Kids can make objects come to life. >

30. 30 Social Media Snapchat / WhatsApp / Telegram Tinder LinkedIn One-on-one connection. Welcome to the Era of the Child Kids need a peer group when growing up. >

31. 31 Augmented Technology 3D Technology Spatial perception Hololens / Glass / Occulus Virtual Reality. Welcome to the Era of the Child Kids dont care if a story is real. >

32. 32

33. 33 Information age Modern Technology Era of the child: A behavioural change how humans act online impatience wish to belong to a group lack of concentration reward orientation capacity for enthusiasm

34. 34 static network human oriented technology>Im in Its mine Gen X Millenials alone kind of connected heavily connected together alone No web Modem web Smartphone web Cozy web Industrial Age Information Age

35. 35

36. 36 Methodology 1,680 individuals with Internet access completed our survey in the United States,United Kingdom, Brazil and China during the spring of 2014. This study was conducted in partnership with the Center for the Digital Future.

40. 40 Era of the child Tech has changed human behaviour Latest technology makes us think and act in a childish manner online. impatience wish to belong to a group lack of concentration reward orientation capacity for enthusiasm Future generations (Millennials) way more than Gen X. The Smartphone is one reason, but what when the web gets ubiquitous? I. Find new areas of investment II. Create better products

41. 41 Silicon Valley innovation is never just about tech, rather about trends in society and how people behave. How to apply your new insights business opportunities. I

42. 42 Static hierarchies Product bundling No-Network 3 key areas Silicon Valley invests its Billions

43. 43 Unbundling everything is going to get unbundled. Products and services are packaged up and taken/delivered to market It was expensive to take products to market Technology lowers costs which makes it possible to unbundle: Banks: expensive to open a branch. Silicon Valley: pick off each of the lines of business and deliver them in a network based business model. Silicon ice cream

44. 44 To be innovative in the era of the child, you need to think like a child. How to apply your new insights product development. II

45. 45 Adult World

46. 46 Kindergarten

47. 47 Striving to be original is a form of self-correction.

48. 48 How to invent like a kid. Discovery Try out new things, discover different perspectives & strive for mass outcome Prototyping Create and build something think with your hands Role Play Be emphatic, dive into the everyday life of your customers

49. 49 Discovery!

50. 50 Get into the discovery perspective

51. 51 Ray und Charles Eames

52. 52 Eames Chair

53. 53 Prototyping!

54. 54 Deo-Roller

55. 55 Lisa Mouse, Apple

56. 56 Role Play!

57. 57 Deep dive into the situation of you (prospective) customers

58. 58 Role play after social script

59. 59 6 phases Understand Explore Synthesis Ideation Prototyping Testing M a c h b a r k e i t M a c h b a r k e i t M a c h b a r k e i t Play Serious

60. 60 TM Here for tomorrow

61. COPYRIGHT This document is the idea of Razorfish GmbH creative agency for digital marketing. All information and comments in this document are to be treated confidentially. Utilisation of the ideas, proposals as well as rudimentary concepts contained in this document is permissable only within the scope of the assignment. In particular, the passing on or transfer of ideas to a third party is only permitted with the explicit consent of Razorfish GmbH creative agency for digital marketing.