Mads Rydahl, NOW is digital 2011

Mads RydahlPlanet.dk, Silicon Valley, Siri.com

Activities on FacebookGather all your fitness data in one location,share and compare data with all of your friends,no matter which gadgets or services they use

Location, Privacy, InfomediariesA brief history of recommender systems, variable pricing,and why location changes everything

(CCBYSA)2011 PulseTracks, Denmark

NOW is DigitalJune 15th 2011, Aarhus, Denmark

Open Aggregation ServicesKnow yourself. Better than Google does.


today: walled Gardens of user data


Today, users upload GPS and sensor data to closed proprietary

silos, which may allow them to share some meta data on social

channels, but true collaboration is restricted to inside those silos...

tomorrow: open repositories


If data is pooled in open repositories, it becomes

possible to collaborate and explore shared trends, and to

gain deeper insights.

...personal data hubs


If more types of data are added to the pool, it may become a powerful data

source for trend spotting, and in time the worlds best

recommendation engine.

...that can connect to your PHR

Microsoft HealthVaultGoogle Health


With the advent of personalized medicine such a system could provide life-

saving insights about healthy lives from a dataset of a

magnitude never seen before

...your virtual personal trainer

iCoach


And allow the development of completely new types of services,

like e.g. hyper-personal trainers who know all there is to know

about how to optimize your training

...and any future service that may benefit from knowing your fitness history


Or a new type of shopping assistant that allow you to find

the best deals for your needs without sharing your personal

data with the vendor

Activities on FacebookLifestreaming repository for fitness data.

A step in the right direction.


The Service

Keeps all your location data, in one location

Easily collect data from all the location and fitness services you use Activities can sync most GPS sources: RunKeeper, Nike+, Garmin, etc. We support most Check-in Services: Foursquare, Gowalla, Places Support is underway for other devices: Fitbit, Withings, Zeo Activities keeps all your data synced and backed up in a secure data vault

Seamlessly extends your Facebook experience

Completely integrated with the Facebook workflow We create an Activity Feed and extend Pages, Groups, Places, Events No destination website, well known UI, you 'get it' right away


Current statusWe are in closed beta testing with partners in Denmark and the US, and have

about 1.000.000 tracks in the database. We have fully automated track clustering and calculation of popularity, dynamic event detection, a suite of team

management tools, and simple but robust event planning and invitations.


Activity Feed


Location Browser


Location browser (full screen)






Popular Nearby Tracks








Superior mapping technologyBrowse the full dataset in full resolution












Personal incentives

Combine all your data to see the big pictureSee all your fitness related runs, check-ins, and sensor data in one placeCompare your data with all friends across all the walled gardensCompare yourself to key demographic groups or find a training partner

Put game back into your lifeSet goals, spot trends, and improve your workoutCommute challenge: Who is the fastest bicyclist on Nørrebrogade this week?

Find people, places and stuffActivities can help you find new training partners, new tracks, and new gear

Get full control of our own dataYou can always download all your data in a variety of open formats


Community incentives

Support the existing ecosystem Fitness communities can reach people who don't normally 'get organized' Device manufacturers can reach new market segments Park services can learn from their most active users: floods, utility decay Peer to peer reports: land slides, wildlife sightings, etc

Share experiences Activities help people find each other through records of fitness activity Activities help people share notifications (like traffic reporting for the wild) Activities help people share local business recommendations

Engage casual users Friends can easily tag you in past events Friends can easily invite you to upcoming events Your friends help build your fitness log and augment your location stream


Future Perspectives

Beyond the activity Track your phone location 24/7 and calculate estimated calorie burn Ruleset builder: Only share activities on approved locations Work/life balance: Deduce working hours from location stream

Carbon foot-print calculator Deduce transportation types and duration from location stream Estimate carbon foot-print for all transport activities Set up carbon footprint challenges and competitions

Platform API and integration with PHR services Privacy framework that let users control exactly what is shared and to who Allowing 3rd party developers to create services on top of that API, like:

• iCoaching, a whole new form of hyper-personal trainer• Carbon foot-print estimator: Understand your own impact on the world and challenge your

friends to live greener and more sustainable lives• Rule-based automatic check-ins to social networks


Activities on Facebookcore use cases


Use Case 1: Device Agnosticism

Her er Anders, Brian, Camilla og Ditte. De er motionsløbere, og de er venner på Facebook. Anders har et Garmin løbeur, Brian bruger Nike+ på sin iPhone, Camilla har RunKeeper på sin Android, og Ditte bruger ingenting.

Anders, Brian, Camilla og Ditte løber sammen hver uge, men mangler en nem og fleksibel måde at planlægge deres ture, og de kunne også godt tænke sig at sammenligne løbedata, og se hvordan deres kondition udvikler sig over tid.

De vil selvfølgelig også gerne gøre det nemmere for deres fælles venner at se hvad de laver og evt løbe med fra tid til anden.



Use Case 2: Serendipitous Discovery

Anders bor i Aarhus, men han tilbringer en del tid i København, Odense og Aalborg.

Han besøger også af og til London, Paris og New York. Han har altid sine løbesko med, men det er svært at finde de bedste steder at løbe når man besøger et nyt sted.



Company Founders

Kristian Ottosen http://dk.linkedin.com/in/ottosenEntrepreneur and pioneer in digital imaging services, Kristian has over 15 years of experience in founding and successfully growing software start-ups, and more than 20 years of experience in developing software for graphics, imaging and internet businesses. Kristian sold his last startup Yawah.com to Adobe in 2008.

Mads Rydahl http://www.linkedin.com/in/rydahlFounder of Denmark's first internet services agency in 1994, Mads has led product design teams for over 15 years and won numerous international awards. His work has been featured in dozens of books, and he was Director of Product Design at Siri.com, a DARPA funded startup acquired by Apple in 2010.


Mads [email protected]


Technology

Mads Rydahl, NOW is digital 2011