birth of the digital eye

© 2011, Layar Confidential and Proprietory

The Birth of the Digital EyeApril 19th 2011Mobile Convention AmsterdamRaimo van der Klein

The Birth of the Digital Eye


Raimo van der Klein (1973)

Product Marketing Manager - Nokia NetworksKey Account Manager - Nokia Mobile PhonesPrincipal Innovation Manager - KPN Mobile Consumer“ZZP’er” working on Mobile at NOSChairman/Co-founder Mobile Monday AmsterdamCo-founder SPRXmobileCEO/Co-founder Layar


Disclaimer


This is a wake-up call


550.000.000 years ago a period started called the Cambrian explosion


Life on earth exploded in all it’s infinite variety.The “Big Bang” of biology


What caused this explosion of life?


Organisms were blind before this period.


Then the first organisms started to see. It changed the game forever.


Switching on the light.


What am I looking at? Resource? Risk? Prey?What is the relation with the “object”.

Consumer - Resource interactions changed. Predation exploded.

Prey also adapted.. Avoiding detection..

Avoiding attack

Grouping as a form of defense. Avoiding capture.

Conclusion:Next to the explosion of diverse life, eyes also changed the way we relate and interact with the

objects in our context.

Back to now...

Our relation with the objects around has changed the last decades. Media, products, advertising, content..

We are blinded again. Not able to see through the “spectacle”.

The Spectacle"In societies where modern conditions of production prevail, all of life presents itself as an immense accumulation of spectacles. Everything that was directly lived has moved away into a representation. " — Guy Debord

http://www.goodreads.com/author/quotes/15819.Guy_Debord

http://www.goodreads.com/author/quotes/15819.Guy_Debord

Enter Technology!

We are witnessing the birth of the “digital eye”. The most powerful sensor yet. It will only take one generation..

A very first version of this “Digital Eye” is in your pocket right now.


We see deeper levels of reality of the objects around us. Creating Transparancy. It makes us see beyond the Spectacle.

The web is it’s (digital) light source.. Shining knowledge on all objects. We can see the digital reflections in daily life.


It makes us stand still and have a deeper relation with the objects in our space. We just are with the objects. Triggering a learning experience.


WTF? Wait a minute.

Changing the consumer - resource interactions with the objects around ONCE AGAIN?


Which again, like 550 million years ago, exposes the predators. Hello little predators..


Nike Mc DonaldsBP

Marlboro

Gilette

CBS Outdoor

Apple

L’Oreal

Procter& Gamble

Digital eyes everywhere. EVERYWHERE!

Time for counter measures..?Avoid detection, avoid attack and avoid capture.


Computer Vision Dazzlean unobvious style of camouflage because its eye-catching patterns and colors draw attention instead of hiding from it. As decoration, CV Dazzle can be boldly applied as hair styling or makeup, or together in combination with accessories. As camouflage, this facial markup works to protect against automated face detection and recognition systems by altering the contrast and spatial relationship of key facial features. The variations are limitless.

Avoid detection.Modern camouflage

Insta-grouping. Avoid capturing. Aggregating our opinions to counter attack.

Don’t mess with me. I have 1.000.000+ followers on Twitter. Avoid attack.

Expect to be “attacked”.

the leakin yourhometown

byMark SkwarekJoseph Hocking

We are at the beginning of a new evolutionary rat-race

So. Space is not exclusive

The Spectacle will be jammed.

I know you're out there. I can feel you now. I know that you're afraid... you're afraid of us. You're afraid of change. I don't know the future. I didn't come here to tell you how this is going to end. I came here to tell you how it's going to begin. I'm going to hang up this phone, and then I'm going to show these people what you don't want them to see. I'm going to show them a world without you. A world without rules and controls, without borders or boundaries. A world where anything is possible. Where we go from there is a choice I leave to you.

- Neo

Thank you! [email protected]


"It is easy to forgive a small child afraid of the dark, but not a full-grown man afraid of the light." -Plato

mailto:[email protected]

mailto:[email protected]