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THE TRUTH ABOUT...
THE CLOUD / 3
DISCOVERY / 6
COMMERCE / 11
SMART DEVICES/MEMS / 14
PRIVACY / 17
THE TRUTH ABOUT STORIES / 20
Come see the Next Big Thing!
This year, over 125,000 people will travel to the Las Vegas Convention Center to see the latest and greatest consum-
er devices at 2012 International CES, The Consumer Electronics Show. Billed as “the world’s largest technology trade
show”, CES has recently become an essential destination for leading brand marketers, who know that to stay ahead
of the curve they must understand:
This year’s “next big thing” will likely be many things: from ﬂexible screens to wearable tech, from intelligent agents to
voice activated homes. Many of the products we’ll see this year will be capable of sensing and relaying information
back to their owners and, in this year’s top tech story, to the ubiquitous “Cloud”. We’ll see the dawn of new user
interfaces that utilize gestures, bio feedback and rich 3-D environments, while making computing increasingly trans-
parent and intuitive.
In short, this year’s CES will drive home the reality that technology has shifted from a tool-based metaphor to a new,
user-centric paradigm – one that enhances daily life by making technology less intrusive and more supportive. This
document will take us through Six Truths that are making this a landmark year in consumer electronics.
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1 / THE TRUTH ABOUT THE CLOUD
2 / THE TRUTH ABOUT DISCOVERY
3 / THE TRUTH ABOUT COMMERCE
4 / THE TRUTH ABOUT MEMS
5 / THE TRUTH ABOUT PRIVACY
6 / THE TRUTH ABOUT STORIES
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2 / THE POST-PC ERA
The notion of a “Post-PC era” has been gaining momentum for some time.
The concept was recently propelled by a Steve Jobs’ observation, at the iPad 2
launch in 2011, that Apple’s revenues are now largely derived from “Post-PC”
products: ﬁrst iPod, then iPhone, now joined by iPad.
Superﬁcially, Post-PC is about a world in which new devices surpass the desktop
and laptop, in numbers deployed and in economic and social impact. But the
true cultural impact of Post-PC is beyond the tech refresh cycle, and was well
summarized by one author as three new realities:
1 / Your life is in your device.
2 / Your media and your information are always
“there”, wherever “there” is.
3 / Boundaries between work, home, and
In a Post-PC world, technology morphs from stationary to ubiquitous.
age abandons clear start and ﬁnish times in favor of anytime/anywhere comput-
ing. Consumer/tech interaction shifts from formal to casual, as instant on/always
on computing on smart phones and tablets takes over previously inefﬁcient
“windows” such as standing in line.
This world is also more intimate – with portable form factors that consumers
keep close to their bodies – and more physical, as mouse and keyboard are
replaced today by touch screens. As this world evolves, facial recognition, voice
sensors, and motion sensors will become controllers, increasing the intimacy
and physicality of our relationship to technology and devices.
For them to grow and dominate these great devices will rely upon increasingly
powerful networks and infrastructure. Most of these will be on view at CES
2012, if you know where to look. They include a number of announcements re-
garding new wireless specs. Chipmakers like Broadcom – whose clients include
Apple, Cisco, HP, Motorola, IBM, Dell, Nokia, Nortel, Lenovo, Logitech and TiVo
– consider the newer spec (802.11ac) to be the standard for the Post-PC era of
Broadcom recently referenced a report saying that currently
55% of wireless clients are non-PC – including game consoles, set-top boxes,
and mobile devices.
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3 / THE TRUTH ABOUT...
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The “cloud” refers to a sea change in how the world’s information is organized
– and most of us use it all the time, whether we know it or not. The term itself
is becoming part of our vernacular; as “Google” became a verb meaning “to
search online”, “it’s in the cloud” now characterizes the way we access our digi-
tal “stuff.” Mass market demand for smart devices has meant that applications
must move from running on the devices themselves – and instead run from
central sources. To help explain, let’s review information in the PC era.
In the PC era, your information, data and media ﬁles were stored “locally”:
on your computer hard drive, on CDs, on DVDs in your ofﬁce or on a drive
on your desk or local network. But increasingly, all of these assets are being
stored “in the cloud”: on servers far from you – but from which your data is
available to you at any time, from any device. In a sense, data storage is becom-
ing a utility. Like electricity or water, it is stored somewhere we never see, but
is always at the ready, so we can be conﬁdent that when we throw the switch,
it will be there.
By shifting data storage from products to services, cost and efﬁciency can be
scaled in such a way to truly enhance the way we live and work. Only through
the cloud is this possible – and this is why so many companies have been able
to grow and innovate in the last few years: by linking their products to this new
4 / THE TRUTH ABOUT... THE CLOUD
BENEFITS OF CLOUD BASED
The two most powerful beneﬁts
provided by the shift to cloud-based
services are Mobility and Conver-
gence. In this model, mobility
refers not to mobile devices, but to
the power and democratization of in-
formation from these devices. Cloud-
based data enables new opportunities
for consumers to make “on demand”
decisions, such as cloud-based solu-
tions like Netﬂix, BBC iPlayer, Last.
FM and Spotify. Productivity innovator,
Evernote, shows this as well, by seam-
lessly connecting the data on all of
your devices – browser, tablet, smart
phone, or computer – nearly instant-
ly. Livescribe allows you to create
written notes and sync these with
Evernote. Expensify adds expense
reports. And Callnote adds recorded
Skype conversations. By opening up
to many different companies, Evernote
has created a unique ecosystem in
which many companies beneﬁt from
providing connected services. And
by offering their basic service for free,
Evernote has been able to build a
groundswell of users who are gradu-
ally drawn to this ecosystem, which
is only possible through the power
provided by and optimized from one
seamless cloud-based solution offering
Which brings us to the second pow-
erful beneﬁt of the cloud: conver-
gence. As consumers become more
connected, it is vital that companies
work together to connect their prod-
ucts and services. This means that ALL
brands must understand what eco-
system they belong to, and how they
can start providing services which are
able to transcend boundaries and use
the always-on paradigm to constantly
learn to get closer to their customers.
THE CONSUMERIZATION OF IT
Nowhere is this more apparent than
in the “Consumerization of IT” which
is the business reality of consumers
becoming the primary users of inter-
nal IT applications. It has ramiﬁcations
for how CIOs operate and scale their
IT infrastructures, and is forcing corpo-
rate departments to move out of their
silos. The demand on IT professionals
has grown from merely ensuring hard-
ware and service uptime to having to
create new value for the consumer. IT
departments have also witnessed a
large portion of enterprise spending
on IT move out of the their purview.
So where does this all lead? We now
live in a world that is becoming more
reliant on connectivity– and it is in
connectivity that the next tipping
point of innovation and invention will
occur. The ﬁrst step is understanding
how to build a roadmap to the cloud.
How can you change your organiza-
tion? What partnerships can you
build? What is your strategy for iden-
tifying value gaps within your ecosys-
tem? We believe the single biggest
opportunity lies in the glue that holds
all of this together: that of being able
to understand the unstructured data
that people are starting to generate
from always being connected with
the structured data that you are
5 / THE TRUTH ABOUT... THE CLOUD CES INSIDER
For example, imagine you ran an
outdoor entertainment venue, and
knew that 50% of your customers
took a photograph in one particular
area of your venue. You might use this
data to ensure access to that area is
optimized. Or you could give the area
priority rotation for all cleaning crews.
You might facilitate the sharing of
experiences at this location, appending
those pictures with the story of this
location, and why it’s so special.
It is critical to have a thorough under-
standing of the implications of a cloud-
based world and what it enables. Just
as the cloud offers you ways to inter-
act with your customers in real time,
there will also be real time opportuni-
ties gleaned from this “open source
intelligence”. By literally mashing
together all the publicly available data
with the data that you already store,
you can gain greater insight into your
customers and their needs. And this
real time data can literally transform
an industry by opening the door to
new products and services.
ACCESS ON THE GO
LVCC, South Hall 4
Location Based Services
LVCC, North Hall
LVCC, North Hall
Cloud for Mobile Interactive
South 2 - 26800
Cc·te·t · t'e C'c.o
DCIA Conference with CES
Wednesday, January 11th
6 / THE TRUTH ABOUT...
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A major theme for the future of consumer electronics is enabling of discovery.
Discovery is the creation of experiences within which consumers can eas-
ily ﬁnd content, consume that content – and share it with their social graph.
Consumption, of course, should mean an economic exchange, and this frontier
promises to be an area of major innovation in this decade, with myriad business
models being explored. One key to unlocking this revenue is expanding the
ways in which data can be accessed. New technology-enabled interfaces are
giving discovery and search a whole new meaning. On the ﬂoor of CES 2012
you’ll see traditional remote controls, keyboards and “wands” being replaced by
“new” forms of control: the human voice, body movements and subtle gestures
of the face.
So with all these new ways to engage, what is the future of search and discovery?
7 / THE TRUTH ABOUT... DISCOVERY
THE OPEN WEB - CAN GOOGLE
STILL MANAGE IT?
With the amount of content that is
available and continuously being gen-
erated on the web, coupled with the
weight of spam and SEO, many wonder
if today’s popular search engines can still
get the job done. 2011 has introduced
a new search paradigm to the general
consumer, the Intelligence Agent.
Closely related to the ﬁeld of artiﬁcial
intelligence, intelligence agents refer
to systems, services and products that
are able to process the requests and
queries of human users, and to return
or provide the requested information
or service. They basically provide an
interpretation layer over data. This rap-
idly expanding ﬁeld includes compo-
nents of distributed computing, artiﬁ-
cial intelligence and web technology.
The concept of intelligence agents is
just beginning, and includes many se-
mantic areas which are likely to explode
in the coming years, yielding exciting
new companies, services and business
models. To illustrate, we’ll touch on two
recent examples: Quora and Siri.
Launched in 2009, Quora is a service
dedicated to the asking and answering
of humanity’s questions. Questions
are posed by Quora members, and
then answered by Quora members.
According to the company:
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Put another way, Quora is collect-
ing and ranking the world’s collective
wisdom. Underneath the questions,
it is actually a database of human
knowledge and experience. Some
see Quora as a major threat to
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Acquired by Apple in 2010, Siri is
an intelligent agent software system
available as part of the most recent
iOS, and ships with iPhone 4Gs. It
most notably uses a natural language
processing system that ties into a
The Quora Review Lofty Goals: The Quora Review as Quora’s Fourth Estate http://quorareview.com/?s=google
by Michael Sinanian
8 / THE TRUTH ABOUT... DISCOVERY
series of complex databases. The
system allows users to ask questions
as they would a human assistant, and
to receive very useful answers. It can
also perform a variety of tasks, such as
making restaurant recommendations
and reservations, give driving directions
and taking dictation. Siri also adapts to
the user’s individual preferences over
time, personalizing the results.
Siri is focusing on mobile use cases
initially, where the convenience of an
intelligent assistant is perhaps most
profound. The smaller form factor and
limited bandwidth on mobile com-
bine to make voice (rather than text)
the best medium for most questions.
Once one understands how people
will use Siri and similiar products, it is
clear that a number of popular apps
and some business plans will become
redundant. The ecosystem that will
develop around Siri may drastically
alter the app ecosystem.
THE APP METAPHOR: HOW WE
Over the last year with the explosion
of “app fever”, most consumers are
interacting with their favorite brands,
content channels and services through
applications on their mobile devices.
So how are we ﬁnding these apps?
Native or mobile apps are those
apps you buy speciﬁc to a platform,
through an app store like iTunes or
the Android marketplace. They can
leverage operating system power, can
take advantage of device sensors (see
MEMS section) and create power-
ful engagement with location based
services and other direct-to-consumer
channels. They are fast, reliable, and
powerful but are more expensive
to build, and take longer to develop.
There is a loss of control through the
approval process, monetization, and
promotion of the app and the devel-
oper is generally at the whim of the
operating systems rules.
Web apps, on the other hand, have
ubiquity across platforms, are search-
able by traditional search engines and
don’t require a ‘store’ gate to engage.
They can leverage the power that
HTML5 is bringing to bear. Many
web apps can be developed by in-
house developers using existing skills.
However, web apps are not capable
of leveraging the sensors of a device,
and can’t function without an Inter-
Generally, web apps are less visible
and are marketed through search
engines or directly to consumers
through branded websites.
The true winner will be the hybrid
app, a combination of native and
web apps. Hybrids allow the de-
vice control of a native app, but
also offer the browser ubiquity and
search-ability of web apps. Hybrid
apps run all or some of their user
interface in an embedded browser
component but are downloadable
through ‘stores’. They are being built
with HTML5 and other browser-
based languages. With rumors about
Facebook’s HTML5-based app store
on the horizon and the availability of
developers with HTML5 skills, hybrid
apps are most likely to dominate in
the near future.
9 / THE TRUTH ABOUT... DISCOVERY
Last year, Eric Schmidt claimed that
“By the summer of 2012, the major-
ity of the televisions you see in stores
will have Google TV embedded.”
But when Google TV launched
last year, it was met with less than
exciting reviews. A cumbersome
keyboard solution and remote, an
interface that made discovery difﬁcult
and a true lack of ﬂuidity between
broadband, broadcast and social
networks were some of the issues.
But what is it that users want from
Google. Perhaps just access to You-
Tube in the living room? YouTube has
recently launched a new
interface, focusing on a
guide that helps you build
your own channels, based
on preferences, previous
viewing and the ability to
subscribe to your favorite
Most CES manufacturers will be
demonstrating some form of Smart
TV interface, with streaming media
app solutions that combine broad-
cast channels and broadband content
THE BIG THREE AND DISCOVERY ON TV
solutions. But the experience is still
very awkward. All of the content is
still locked within each service – the
old cable model of ‘Walled Gardens’.
Xbox’s new dashboard integrates
voice search and cross-platform
search at the same time. This will
really change the game. And with
their new announcements enabling
broadcast content integration into
their dashboard, you truly will have
one box that gives you access to all
the different solutions.
Apple’s focus has been on the AirPlay
hardware/software solution, which
allows wireless streaming of video,
music and movies straight to all Apple
devices. When it works, it’s a very
exciting scenario. Users manage their
iTunes content from the cloud, and
any Apple TV, iPod or iPad can be
the consumption device for what-
ever they want to watch or listen to.
Apple TV allows access to Netﬂix,
YouTube and other content chan-
nels – but with no linear television
experience to date. Customers need
to turn to cable or satellite for live
sports, news and reality contests.
Eric Schmidt, Le Web Conference 2011
For more at CES, see Keynote of Robert Kynci, Vice President of Global Content Partnerships at YouTube
Thursday January 12., Las Vegas Hilton Theater
10 / THE TRUTH ABOUT... DISCOVERY CES INSIDER
As new technology provides new
ways to discovery and enhance con-
sumption, we will all be faced with the
overwhelming question, what do con-
sumers want and how do they want
to ﬁnd it? Do they opt for Apple who
seamlessly connects hardware and
software in a controlled environment
or do they choose Google, Facebook
or Amazon for their solutions? Will it
be a voice-activated interface or a 360
degree camera that reads your physi-
And if Siri becomes the primary
‘discovery’ agent for consumers, it be-
comes a true game changer. Like-wise,
if Quora grows beyond its passionate
early adopters to the rest of the mar-
ket, it could pose a threat to the user
base of Google and the other tradi-
tional search engines businesses.
Regardless of the outcome, marketers
must be exploring the environments
that these technology providers en-
able, and be part of the conversation,
rather then responding to it. This is
especially true in a world where the
amount of content available to your
audience will reach levels that could
not be consumed in multiple lifetimes.
Consumers will need ﬁlters and cura-
tors and if a brand manages to stand
for some of the values that are im-
portant to its consumers, then those
consumers may choose that brand as
one of their primary guides.
South Hall Meeting Rooms - S116
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11 / THE TRUTH ABOUT...
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An unprecedented amount of thought, man hours and ﬁscal resources are cur-
rently being dedicated to changing the way people pay for goods and services.
For the most part, this is not because of a need to ﬁx payment systems per
se, or because of a desire to compete with current payment facilitators. Most
innovators want to create added value for customers around the payment. This
could mean delivering loyalty services, on the ﬂy targeted discounts, improved
security, or improving the efﬁcacy of search algorithms. This means that many of
the solutions that are being created are likely to include the actual payment at
close to zero transaction cost.
Key areas of innovation in this space are:
Full blog post from Scott Thompson https://www.thepaypalblog.com/2011/06/paypal-crosses-ﬁrst-100-million-active-accounts-4/
For example, see http://www.economist.com/blogs/babbage/2011/06/virtual-currency
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12 / THE TRUTH ABOUT... COMMERCE
Google has a clear interest in stimulat-
ing the mobile phone’s use in pay-
ments. Once mobile search
is connected to purchase,
Google can charge greater
premiums for paid search, as
most brands will pay a pre-
mium if search results can be
directly connected to a sale.
Android’s surpassing of iOS
in smartphone sales globally
will accelerate the proliferation
of Near Field Communication
standards, which create radio
communication between devices.
Blackberry already has NFC-enabled
devices on the market. Microsoft is ex-
pected to release compatible phones
in 2012, and Nokia is rumored to be
announcing NFC enabled devices at
CES. Apple has invested in patents
and NFC expertise, but as yet has not
conﬁrmed that they will release such a
Even without phone manufacturers
getting involved, payment organiza-
tion will use NFC-enabled MicroSD
cards, which can be used in millions
of currently deployed mobile phones.
For example Tyfone, a “neutral infra-
structure enabler for cloud computing
based mobile services,” allows custom-
ers to store credit card and driver’s
license data via its SideTap™ card.
Traditional mass retailers such as QSRs
are also seeding major innovations in
mobile payment. MasterCard and Sub-
way, for example, have equipped 7,000
Subway restaurants to handle smart-
phone payments via PayPass technol-
ogy – which itself is now in more than
341,000 locations worldwide.
Apple has enabled customers to pay
for small items using their Apple online
account in store using a combination
of scanning and online payment. If this
model were expanded, a large online
retailer could handle the checkout
experience for any number of brick
and mortar retailers.
LIFE MANAGEMENT APPS
Mobile application stores and mar-
ketplaces are already full of expense
management applications, some of
which can be connected with credit
card bills and household ﬁnancial
management applications. Health
monitoring devices inspired by Nike+
have already shown the propensity
for people interested in managing the
data around their lives – “Life Track-
ing”. In these times of ﬁnancial auster-
ity it is highly likely that the beneﬁts
derived from better ﬁnancial planning
will drive customer adoption of any-
thing that drives ﬁnancial literacy.
Innovation is taking place around pay-
ment facilitation, and is being driven by
several previously unrelated channels.
Established loyalty programs are look-
ing to establish relevance in a world
where loyalty is rewarded by almost
all major retailers. Virtual currencies
within gaming environments are be-
For more, see http://www.tyfone.com/images/FAQ.pdf
13 / THE TRUTH ABOUT... COMMERCE
ing redeemed for real world goods.
E-commerce facilities are being used in
brick and mortar transactions. As ser-
vices take advantage of cloud hosting
and present APIs for other organiza-
tions to use, loyalty programs are likely
to link together to create exchanges
replacing money with bartered value.
Emerging markets look to ﬁnd ways to
bring business opportunities to farm-
ers and store owners armed only with
a mobile phone. Mig33, a mobile-only
social network with over 50 million
users, employs a novel business model
in Indonesia. They have a group of
representatives from whom MiG33
users can add credit to their accounts.
These credits take place across the
social network, after which users can
power up their games or buy virtual
goods. This process could be extend-
ed to e-commerce, or to brick and
Pay Near Me offers another way
to fulﬁll payment for e-commerce.
Through a relationship with 7-11, cus-
tomers wishing to make e-commerce
purchases can pay in cash. The oppor-
tunity for brands to intervene in these
emerging models, with marketing or
sampling opportunities, is a tremen-
Money and payment are going
through a quiet revolution. If you
have a loyalty program you should be
looking at making it more accessible to
other programs. You should investigate
ways to integrate with exchanges, and
ways in which your loyalty program
can add value in areas not directly
related to your product or service. If
you have an e-commerce or mobile
commerce site, make it usable in your
stores or indeed the stores of com-
plementary brands. Look to see what
customer data you can migrate to the
cloud, and how much of it you can
make accessible to other organizations
and application developers.
MEMS Tech Zone
´,c·sc·(s) /¯/´ |·o.st·, C·c., (/|C)
LVCC, South Hall 2
Access on the Go Tech Zone
LVCC, South Hall 4
/c!'e ^,,s ´'c.oc.·
Thursday, January 12th
/c!'e |o,·e·t fos·s ¬c. t'e
Tuesday, January 10th
Room - N260
14 / THE TRUTH ABOUT...
New at CES this year is a conference track and a tech zone dedicated to MEMS
– “micro-electro-mechanical systems”. In layman’s terms, MEMs provide the
technology that lets physical devices interact with the digital world in very excit-
ing ways. Related to the popular geek topic of nanotechnology [nano-tech ob-
jects are actually smaller than MEMS, which are “microtech”], MEMs are micro-
scopic “machines” that include the sensors that enable device features including:
· ¯'e se·sotc· c| 't.···¸¨ o ,o¸e c· o· e-·eooe· c· to!'et |C
· |eo'st· ·ctc·-·o,t.·e e,e·e··e c· .oec ¸o·es
· ^.¸·e·teo ·eo't, c.e·'o,s c· ·c!'e ,'c·e ·o·e·os 'o,e··¸ · oeto' o·o ooto
|c· ·esto.·o·t seo··'es o·o o,o·t·e·t '.·ts |c· ·sto··e
15 / THE TRUTH ABOUT... SMART DEVICES/MEMS
How we interface with our devices
and technology is greatly enhanced
by MEMS. Accelerometers and
gyroscopes have added new user
movement capabilities to phones and
tablets. Based on the way the device
is being controlled or viewed, the ac-
celerometer sensor allows tablets to
landscape to por-
trait view, and back again.
MEMS also power gestural
control, such as that found
on Microsoft’s Kinect
for Xbox 360.
The next few years
will see rapid develop-
ment in this space, as device
control moves from speciﬁc ges-
tures and voice commands to more
holistic movement controls, natural
language and bio feedback triggers
MEMS IN THE PHYSICAL WORLD
Last year, Recon Instruments unveiled an
interesting product: a ski goggle product
with a full function digital experience
baked right in. According to CNET:
|e.e'c,eo !, |e·c· |·st·.·e·ts t'e
/co !.e .ses o ···c-c,t· os,'o,
('e··e /co) tc ,·c,e·t ·eo'-t·e ·-
|c··otc· o!c.t ,c.· ·.· s.·' os os-
Improvements in mobile cameras are
beginning to revolutionize family life,
as convenience and improvement in
the quality of the lenses stimulate an
explosion of artifacts around daily life .
In the future, these cameras will enable
not only advanced gesture control the
creation of 3D videos, but also dis-
tance measurements and augmented
reality. With the addition of the ‘Retina’
display on the iPhone, and Sharp and
other manufacturers enabling 3D ex-
periences, screens will take on new life.
And lastly, microprojecters will allow
content to be projected on surfaces
enabling new functionality.
New sensors will appear in phones as
opportunities grow for other indus-
tries (from healthcare to ﬁnancial
services to transportation) to use
the mobile phone for product and
service delivery. Other technologies
on the horizon include microbolom-
eters, which sense heat and light, and
to··e s,eeo o'tt.oe o·o .e·t·o' o·c,
·¸'t ·soe ,c.· s' ¸c¸¸'es¯'e ,·co.·t
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MEMS’ IMPACT ON DEVICES
CNET, ‘|e·c· /co !.e ^ oos'!co·o · ,c.· s' ¸c¸¸'es’ Nov 2011
16 / THE TRUTH ABOUT... SMART DEVICES/MEMS
Recon also enables the sharing and
comparing of this content and data
with other snow riders. This may
prove the beginning of a new model
for social networking in sports, crowd
sourced activity engagement and
data reporting for improving athletic
performances. MEMS provided the
sophisticated tech that allowed for this
type of wearable technology.
IMPACT AT RETAIL
Imagine MEMs devices embedded
in shopping carts, gathering data as
customers navigate stores. Imagine
cameras that name the mountain
range in the distance, tennis rackets
that display serve speeds, diapers that
alert parents with a ﬂashing LED and
low cost home security sensors.
Much of the development in this area
is focused on mobile communications,
but if (for example) Google develops
display glasses that connect directly to
cloud services, everyday devices will
be utilizing sensors to make that expe-
rience more useful and entertaining.
Mobile Devices will see huge growth.
MEMS will fundamentally alter what
a mobile phone can do. Brand mar-
keters must embrace mobile as a
connected medium, and enhance
the customer’s product and service
experience by designing solutions and
utility that leverage the full power of
the device. Marketers must have a
strategy around ensuring they start to
use some of these solutions.
Also, and as important as understanding
mobile as a connected medium, is the
signiﬁcant opportunity for what MEMS
will provide in new data channels. This
will require a new approach to data
and new skill sets in data analysis.
MEMS Tech Zone
´,c·sc·(s) /¯/´ |·o.st·, C·c., (/|C)
LVCC, South Hall 2
MEMS Industry Group
Booth: South 2 - 25218
Cc··e·t·¸ t'e |eo' \c·'o .t' t'e
|¸to' \c·'o¬o··ess·¸ t'e |c.e· c|
Wednesday, January 11th
´·o·t,'c·es ¬ct ¯eot.·es o·o ¯·e·os
Tuesday, January 10th
Room - N260
17 / THE TRUTH ABOUT...
'|·.o·, s o ·c·,·c·se !et.ee· t'e ·te·est c| t'e ¸c.e···e·t o·o t'e ·tze·¨
MCCANN’S TRUTH CENTRAL
Privacy represents one of the biggest opportunities for marketers today.
McCann’s Truth Central, a global thought leadership unit of McCann, which
is dedicated to discovering the truths that illuminate the world and helping
brands make their mark in it, carried out some research in October of last year
that focused on privacy. While it is a major concern – ranking second to wor-
ries about a second ﬁnancial crisis – people also recognize real opportunity in
sharing some of their personal data with brands and businesses.
DATA DATA DATA
New technology clearly enables the creation and sharing of more data. And
this comes with its own concerns. For all companies and brands, there are four
key dynamics regarding privacy, in order to maintain a proactive, productive and
shareworthy relationship with consumers to building assurance and trust. These
are: Control, Choice, Commitment and Compensation.
Eric Schmidt May 2011 D: All Things Digital conference in Rancho Palos Verdes, Calif.
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18 / THE TRUTH ABOUT... PRIVACY
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OUR RESEARCH FINDINGS
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Cc··t·e·t o·o Cc·,e·sotc· Ct'e· !·o·os s'c.'o |c''c. t'e· 'eoo
McCann’s Truth Central: The Truth About Privacy, a quantitative study of 6525 global consumers conducted in July 2011 across 6
markets (UK, USA, Hong Kong, Japan, India and Chile), October 2011-
19 / THE TRUTH ABOUT... PRIVACY
PRIVACY AND THE CLOUD
When considering an investment in
cloud-based services, it is important
to understand that privacy laws and
statutes covering the movement of
personal data are not the same in
A paper from the Faculty of Law at
Bond University, Australia, points out
the new legal terrain that the cloud
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|·.o·, |·,o·t ^ssess·e·ts (||^s)
PRIVACY AND NEW SENSORS
The Federal Trade Commission is ex-
ploring the privacy implications raised
by the use of facial recognition tech-
nology (see MEMS section) . A recent
workshop gathered consumer protec-
tion organizations, academics, business
and industry representatives, privacy
professionals, and others to examine
the use of facial recognition technol-
ogy and related privacy and security
concerns. A webcast of the proceed-
ings is available.
NEW TECH CREATES NEW
As technology makes our world more
transparent, handling customer data
is both a risk and an opportunity
for businesses. While the foremost
concern must be to protect the data
and privacy of customers, a smart data
strategy also encourages responsible
sharing of relevant data, beneﬁting
both the brand and the consumer.
LVCC, South Hall 3
C.o·o·¸`c.· C·'·e |·.o·, \'ot
Co· fe |c·e o·o \'c s |es,c·s!'e`
Wednesday, January 11th
¯0-´0 Cc·te·t 8 |·.o·, ´e·.·t, |c·
|| `et.c·' ´e·.·es =+¯¯+
Monday, January 16th
Room - N264
20 / EPILOGUE
Today’s technologies are rapidly reinventing the nature of storytelling, and of
narrative media at large. Whereas 20th century tech enabled storytellers to
distribute stories more widely and express them more completely, today’s tech-
nologies are transforming the relationship between storyteller and audience,
creating a new dynamic and leading to new forms of participative media that
professionals are just beginning to understand.
Mobile devices, social networks, search engines and cloud computing are usher-
ing in groundbreaking opportunities for audiences to create their own stories,
to reimagine the stories they love, and to contribute to the stories of others.
Innovations in technology also allow audiences to retrieve data, access creation
tools, validate ideas, overlay context, and interact with peers and other mem-
bers of the global “audience”.
The liberation of audiences through technology is something every professional
storyteller needs to consider. As participative technologies take hold, we will
have to learn how to fully embrace the knowledge, experience and creativity of
our audiences, and in doing so, fashion collaborative and co-created stories. We
also need to learn to think more like architects than tellers of brand tales, creat-
ing entire story worlds for our brands and audiences to explore and inhabit.
We will need our media to be ﬂexible and dynamic. We will need it to power
the discovery, experience and customization audiences crave. Finally, we will
need to study and embrace new, emergent rules of human behavior to stimu-
late ever-higher levels of participation in our brand stories.
By and large, advertising and marketing use technology as a content creation
and distribution toolset. But re-engineering our stories to accommodate the
way people increasingly wish to experience, consume and share their entertain-
ment means mastering new designs in narrative structure, presentation and
The future of brand stories is therefore likely to be a move away from “cool”,
“fun”, “virtual” and “interactive” – towards technology-powered stories that
connect with consumers at a deep social and emotional level.
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