TheTrendWatch#17

BANG
TheTrendWatch#17
Strictly confidential: Do not distribute or reproduce without authorization1

15 Years...

15 Years!

Yet...

15 Years?

Are there
“new technology-proof”
business categories?

Disruption doesn’t
care about how good
you were yesterday.
Who’s next?

How new technologies
impact my business?
“50% of the Australian economy is under immediate threat”
according to Deloitte’s Digital Disruption 2013 report: http://goo.gl/NLDGm

Heads up display?
3D Printing?Mobile payment?Big data?
Brand Content?
Social Media?
Digital Spaces?
Privacy?
Geo-marketing?
Human Resources?
How do new technologies
impact my business?

“We can't solve problems
by using the same kind
of thinking we used
when we created them.”
- Albert Einstein
TODAY TOMORROW THE NEXT 15 YEARS
?

BANG
Nanotechnology
is the new frontier.

BANG
BitsAtom
s
N
eurons
Genes
Nanotechnology
is the new frontier.

mm
cm
nm
Nanotechnology?
“The engineering
of functional systems
at the molecular scale.”
1 millimeter =
1,000,000 nanometer

Jean-Marie LEHN
Nobel Price in Chemistry
“Nano: the Next Dimension”: http://goo.gl/M7VQu
Nanotechnology?

Bits

Bits became Qubits.

Harvard, Lockheed Martin, Google, Amazon and more, already
use Quantum Computing via the DWave One: http://goo.gl/fIHvk
For example, Google performs machine learning
and image recognition: http://goo.gl/IMQXi
The rise of
quantum computing.

Privacy?
Even best online banking
security today is vulnerable
to quantum computing attacks!

Smart dust!
Smart Dust is a research project by Kris Pister,
from the University of California, Berkeley: http://goo.gl/WDRbx

So what?

Discover Wolfram applications: http://goo.gl/xqwg
Test Wolfram Alpha: http://goo.gl/mfvY
The death of search by
computational knowledge.

The death of search
by predictive assistance.
“Google Now” leverages geolocalization, news and events,
your known preferences, and available data of all kinds,
to add predictive power to search: http://goo.gl/NNQSH

LifestreamApplications
Transaction
Capture
Upload
Interaction
Facebook
friends feed
Stock
market
CNN
Yelp
Wolfram
WikipediaSpotify
LinkedIn
Twitter
Buzzfeed
HSBC
Amex
From information access
to information usage...
Jan 20, 2013 10:12pm, Google's co-founder
Sergey Brin riding the subway in NYC
with Google Glass: http://goo.gl/CKS0g

Leverage bits revolution
to make intelligence simple.
P&G's CIO Filippo Passerini calls it:
"Getting beyond the what
to the why and the how."
If decision-makers have to spend
too much time with data
figuring out what has happened
in an important area of operations,
they may never get to why
it happened, or how to
address the issue.
Harvard Business Review:
http://goo.gl/jT1rx

Production
Media
Time
Place
(…)
Traffic
Conversion
Value over time
(…)
to change your job perception.
“When data connects all the dots
from business objectives
to communication and transformation,
marketing becomes a revenue stream.”
Michael Stoeckel
Head of Ad Operations, JP Morgan Chase:
http://goo.gl/CsEkD
CPMGRP
V (for Value)

to build brands in real life.
Heineken is testing the “physital” Ignite bottle design during Milan Design Week parties.
The bottle have its own sensors and the ability to connect wirelessly
to its environment to generate multiple brand experiences: http://goo.gl/fSP4o

to (re)invent your industry.
A fast growing alternative to taxi: http://goo.gl/xK9Yn

Atoms

Nanomaterial:
The new gold rush.
More about Graphene: http://goo.gl/zq4p

“The principles of physics do not speak against the
possibility of maneuvering things atom by atom. It is not
an attempt to violate any laws; it is something, in
principle, that can be done; but in practice, it has not been
done yet because we were too big.”
Richard FEYNMAN
Nobel Prize in physics
With 15,342 atoms, this parallel-shaft
speed reducer gear is one of the
largest nanomechanical devices ever
modeled in atomic detail.
Nanofactory:
The 2nd industrial revolution!

How does a nanofactory works: http://goo.gl/a9lqK
Nanofactory:
The 2nd industrial revolution!

The end of scarcity!

With great powers
comes great responsibility.
Advanced nanotechnology offers unprecedented
opportunities for progress: defeating poverty,
starvation, and disease, opening up outer space,
and expanding human capacities...
But it also brings unprecedented risks like
massive job displacement causing economic and
social disruption, threats to civil liberties from
ubiquitous surveillance, and the specter of
devastating wars fought with far more powerful
weapons of mass destruction.
The Center for Responsible Nanotechnology:
http://goo.gl/AEBJy

So what?

This revolution started!
Dreambox 3D printing
vending machine: http://goo.gl/7SUKy

Now available to everyone...
Dita Von Teese, rocking her 3D printed dress at the grand premiere
of Shapeways, the 3D print open marketplace: http://goo.gl/KhBI

How will brands react?
(Did they learn from past disruptions?)

The secondary sector
under immediate threat...
“Taiwan's Foxconn Technology Group,
known for assembling Apple's iPhones and
iPads in China, plans to use more robots,
with one report saying the company will use
one million of them in the next three years,
to cope with rising labor costs.”
Reuters
Foxconn to rely more on robots: http://goo.gl/sCrVp
“By the end of this decade, we will see 3D printers
doing the small-scale production of previously
labor-intensive crafts and goods.
It is entirely conceivable that in the next decade
we start 3D-printing buildings and electronics.”
Forbes
The End of Chinese Manufacturing
and Rebirth of U.S. Industry: http://goo.gl/hQFgU

Unprecedented opportunities!
Samsung working on Graphene in partnership with SAINT,
SKKU Advanced Institute of Nano Technology: http://goo.gl/BgHhk

Fabric that bends light
to create invisibility:
http://goo.gl/WALR8
Smart windows at the Molecular Foundry
nanoscience research facility,
Berkeley Lab: http://goo.gl/sx3Kj
Spray-on solar cells, Texas University:
http://goo.gl/BSpWv
Liquipel hydrophobic nanotechnology:
http://goo.gl/sx3Kj
New materials, new functions...

Neurons

Human cell growing on a man-made material,
special structure that bends when the neuron
sends an electric pulse.
Department of Mechanical and Aerospace Engineering
Understanding our brain...

New mammalian
(Logic)
Old mammalian
(Emotion)
Reptilian
(Survival)
11 million
pieces of information
received every second
Only 40
pieces of information
processed every second
“System 1” is generally
automatic, affective and
heuristic-based, which
means that it relies on
mental “shortcuts.” It
quickly proposes
intuitive answers to
problems as they arise.
“System 2”, which
corresponds closely with
controlled processes, is
slow, effortful,
conscious, rule-based
and also can be
employed to monitor
the quality of the
answer provided by
System 1. If it’s
convinced that our
intuition is wrong, then
it’s capable of correcting
or overriding the
automatic judgments.
System 1 / System 2

The bat costs $1.05
The ball costs $0.05
$1.05 + $0.05 = $1.10
10 cents, of course!
System 1
System 2
If a bat and a ball together cost $1.10,
and the bat costs $1 more than the ball,
how much does the ball cost?
Shane Frederick
MIT Sloan professor develops new intelligence test: http://goo.gl/7eCqc

President Obama unveiled a new initiative to map the human brain.
The plan is to invest $100 million starting in 2014, so scientists can create
a "road map" of the brain's circuits. The initiative could develop tools to
help treat diseases like Alzheimer's and Parkinson's.
The Helen Wills Neuroscience Institute, University of California: http://goo.gl/geFXP

From MBA to MBE:
Mind Brain & Education
“Educational neuroscience
provides the most relevant level
of analysis for resolving today’s
core problems in education”
Laura-Ann Petitto & Kevin Dunbar
MBE Harvard: http://goo.gl/y2Ij6

So what?

“It's really hard to design
products by focus groups.
A lot of times,
people don't know
what they want
until you show it to them.”
Steve Jobs

“People can’t articulate
what they really want.
The act of thinking
about a feeling change the feeling!
So it is key to measure the feeling
at the source without thinking.”
Dr. A.K. Pradeep
Nielsen Neuroscience
http://goo.gl/HkAwL

Attention
Emotion
Memory
Persuasion
Purchase intent
Novelty
Understanding
Timeline of cognition
0 to 300 milliseconds
INFORMATION
300 to 500 milliseconds
REACTION
500 Milliseconds to 1 second
EXPRESSION
All cognitive biases
color the expression
(Age, sex, race, socio-economics…)
Neuroscience
measurement
Don’t ask.

Don’t ask, don't tell.
David Poltrack, Chief Research Officer for CBS Corp. partners with Nielsen
to see how far you can leverage Neuroscience to optimize media: http://goo.gl/QooDk
Nielsen
“Yes!...”
CBS Corp.
“Can you cut a 30 second TV ad in half
and still increase effectiveness?”

+15%
+18%
-24%
Nielsen, april 2012
More trends about brand trust: http://goo.gl/ohZ9

“Our Brand Story Units have 1%-2% CTR’s:
Over 10x industry average.”
- Jonah Peretti
BuzzFeed CEO at SxSW 2013
Toyota & General Electrics
are recurrent and successful partners…
Discover the “behind the scene” of Buzzfeed
native ads creation: http://goo.gl/jCK6Q
EQ+IQ: The Native Ads

EQ+IQ: The Native Ads
Weekly content
from Vice Magazine
feeding their promotion
“Saturday Night Life” teaser
for iTunes pre-orders...Vine,
Instagram,
YouTube
micro-events...

Genes

Researchers have built a transistor – the critical
switch at the heart of all computers – from DNA
and RNA, the two biological molecules that store
the information necessary for living things to
replicate and grow: http://goo.gl/ninyh
Biological computers.

Longevity Escape Velocity.
“The first 1000-year-old
is probably only ~10 years younger
than the first 150-year-old”
Aubrey D. N. J de Grey
http://goo.gl/CiIIO
Should people
be required to die?
http://goo.gl/b3hK0

So what?

A new form of
corporate responsibility?
Maybe the real global debate about health is not about nutrition, ecology, etc...
Nanotechnologies may be the future of our well being.
Same questions,
new answers...

3 advices

#1 Kill statu quo!
“I’m not looking for big money!
I go on business because I see a problem,
and I think I can fix it.”
Elon Musk
Founder of PayPal,
Tesla Motors,
SpaceX,
SolarCity

Small Disruption
ShortTerm
LongTerm
Big Disruption
The Impact of
New Technologies:
Music
B
A
N
GData is critical in the way you sell music
to people, and easy to gather through
diffusion platform and listening devices
Core products became dematerialized,
the price of its reproduction
and transport dropped to zero
Understanding the link
between music and pleasure
will probably influence the
way we make it and use it, but
this will take time
Life expectancy -- and it’s
connected knowledge
accumulated -- will have a direct
impact on the music industry
#2 Get involved

Small Disruption
ShortTerm
LongTerm
Big Disruption
The Impact of
New Technologies:
Luxury
B
A
N
G
The fast adoption of
dematerialized commerce
will change the dynamics
of luxury retail, and the
relational media shift
will transform the way
we build luxury brands
Molecular nanotechnology
will redefine the very notion
of luxury goods by introducing
new materials, functions,
customization first, then
suppressing scarcity
We will be able to understand
deeper the buying mechanism
behind splurging
Change in our
quality of life
will redefine
luxury needs
#2 Get involved

$
$
$
$
$
$
$
$ $ $ $ $
$ $
$ $ $
$
$
$
$ $
$
$
$ $
$
$ $ $ $
$ $
$ $
$
$
$ $
$ $
$
$
$ $
$ $
$
$
$
$
$
$
$
$
$
$
$$
$
$ $
$
$
$
$ $
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$ $
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Change Management & Innovation
Internal
Idea(s)
Need
Project
Roadmap Management
Validation Project
Development
User
Testing
Project
Success / Failure
Project
Roll out
#3 Take shortcuts

BANG
Thank You!Ask a question! damon@fullsix.com
Steal a slide? slideshare.net/damoncb

TheTrendWatch#17

Recomendados

Recomendados

Más contenido relacionado

Similar a TheTrendWatch#17

Similar a TheTrendWatch#17 (20)

Más de damoncb

Más de damoncb (20)

Último

Último (20)

TheTrendWatch#17