The slides for my presentation at Mobile Convention Amsterdam May 23 2013 see http://www.mobileconventionamsterdam.nl/ Next Five years in Mobile “Marketing as we know it is over. More than ever mobile devices are becoming our ears, eyes and brains. ‘Nowness’ takes its toll.” Says Gerd Leonhard, (media)Futurist and one of the keynote speakers during Mobile Convention Amsterdam on the 22nd and 23th of May in the Beurs van Berlage. Leonhard states that marketers are nowadays looking at gauging feelings and pleasure by using electronic gadgets that can read brain activity. Leonhard reveals several interesting mobile developments in the future, for example about Google Glass and Over-the-top-content (OTT), what these developments mean for consumers and marketers and whether or not ‘offline’ the new luxury is.

1. The next 5 years in Mobile
* i.e. everything

2. ‘Business as Usual’ is dead

3. Scenes at papal inaugurations 2005 versus 2013
Nest Smart Meter App

4. Image via Ericsson

5. Image via Ericsson

6. A majority of your 2018 revenues is likely to come
from products and services that don’t even exist today

7. The End of ‘Protected Spaces’ is near
Media
Telecom
Banking
Money
Medical
Pharma

8. Mobile Broadband is a cash-cow shifter

9. Cloud Culture: Abundant...Everything
Photo by incurable_hippie - http://flic.kr/p/4XtorH

10. Beware: “Managed Dissatisfaction” is ending
Reed Hastings, Netflix CEO on Arrested Development, House of Cards, and the Future of Netflix: Movies + TV: GQ via Quartz.com
“Hastings call this managed dissatisfaction. The traditional entertainment
ecosystem is built on it, and it’s a totally artificial concept”
The point of managed dissatisfaction is waiting. You’re supposed to wait for your show that comes on Wednesday at 8 p.m., wait
for the new season, see all the ads everywhere for the new season, talk to your friends at the office about how excited you are...”

11. The Internet of Everything
1 - 2 - 4 - 8 - 1 6 - 3 2 - 6 4 - 1 2 8
Video Source: Cisco via Youtube

12. Soon: 1000s of smart little helper ‘agents’

13. Video Source: IBM Future Scenarios, Youtube
13
Video Source: Cisco via Youtube
http://soulofstartrek.blogspot.ch/2012/01/enterprise-d-in-hd-captains-log-next.html

14. ‘Business as Usual’ is deadETA: 2017

15. Used to be Is (almost) Soon for some
Beyond soon
but quite likely
Mobility (R)Evolutions:
Huge social, economic, ethical implications

16. Expect a $250 Billion shift, globally

17. 2015: ICT | Big Data | SoLoMo Intelligence everywhere

18. Most products become services

19. From ownership to access

20. Photo by 900hp - http://flic.kr/p/9MTJpf
Being human
in a ‘totally digital’ society

21. Massive Human - Machine /AI Interface (R)Evolution

22. Deep, real-time, contextual data ☯ Fast & ubiquitous connectivity
☯ Location-aware services ☯ Powerful yet cheap mobile devices
☯ Cloud computing culture ☯ Video is the new text ☯ Social-everything
☯ Ultra-smart electronic agents ☯ The Internet of Things / M2M

23. =
Mobile Devices are
our external brains

24. Total Convergence
Online
Offline
Human
Machine
Things
EventsInformation
Data

25. Machine / Robot / AI Jobs versus Human Jobs
0
23
45
68
90
Today 2015 2020 2040
Machines, Software Agents, AI, Robots
Trad. Human
ONLY Human * supported by Machines
Source: Gerd Leonhard Projection
Traditional human labor will shift to machines, dramatic rise of highly ie only-human work

26. Paradigm-shifts on an unprecedented scale

27. Most of us already are or will become
Knowledge | Creative | Connective-Workers
...using real-time information and intelligence supplied by an exponentially
growing digital network that will leverage the IoT / IoE and Smart Machines

28. Humarithms: emotional, fluid, organic ≠ Algorithms

29. Next: fabricated realities...?Realness will prevail

30. Brands: make sense not noise:)
Image source: http://pinterest.com/cibbva/
Image source http://itvtu.blogspot.ch/2012_08_01_archive.html

31. Locked Loose
Business Models: the direction is clear!
Liquid

32. Flexible. Resilient. Decentralized

33. Data is the new Oil (again:::)

34. If Data is the new Oil let’s hope we will do things
differently, this time

35. The 3 spheres of data: shift towards anticipation
Volunteered Observed Inferred

36. Personal Data. Granular Permissions. Timely
Knowledge. Precise Location Awareness. Highly
Contextual. Totally Realtime = Predictive Powers.

37. 37

38. The Future: Contextual Search (contextual everything:)

39. We are being
searched...sought-
out...found
Most technologies that we used to direct will start
conducting themselves

40. Searching
for something
Information
seeking usi.e. we are ‘being searched’

41. Everything
becomes:
Dynamic
Real-time
Social
Mobile
Local
Fluid
Predictive

42. In order for any of this to work, we will need a
Gigantic Opt-in
/www.brandnewmedia.co.uk/2012/02/29/the-joy-of-not-being-sold-anything/

43. We need to consider the social implications of IoT
and IoE, Big Data, M2M, AI, Prediction technologies

44. Let’s not kill the golden goose

45. Photo by the justified sinner - http://flic.kr/p/djnXUR
Do we really
need more
‘intelligent
marketing’
just to create
the next
Generation
of Human
Consumption
Machines...?

46. Attention Economy ☯ Intention Economy
Via Wikipedia: “Doc Searls coined the term in the Linux Journal: "The Intention Economy grows around buyers, not sellers. It
leverages the simple fact that buyers are the first source of money, and that they come ready-made. You don't need
advertising to make them" Despite the advancement internet businesses are still seller oriented.
Searls gives an example of intention economy scenario:
"A car rental customer should be able to say to the car rental market, 'I'll be skiing in Park City from March 20-25. I want to
rent a 4-wheel drive SUV. I belong to Avis Wizard, Budget FastBreak and Hertz 1 Club. I don't want to pay up front for gas or
get any insurance. What can any of you companies do for me?' — and have the sellers compete for the buyer's business."

47. Yet we must retain places like this

48. 48
And we will certainly need seriously reliable
Ways to Opt-Out

49. “We’re at the level of infants in moral responsibility -
but with the technological capability of adults”
Nick Bostrom (Oxford University)
BBC News - How are humans going to become extinct?
http://www.bbc.co.uk/news/business-22002530

50. Faustian Bargains everywhere?

51. Photo by Zanthia - http://flic.kr/p/bpXtEx
A love-hate relationship between us and the users of our data?

53. 5 Billion ‘Consumers’ will push back

54. From mousetraps to magnets

55. Summary & Key Take-Aways

56. Thanks for your time and attention!
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