Digital Immigrants and NativesThey are driving the futurePutting a Face to the Data

Chuck Albright Panasonic Global Communications Suite

Product Management Manager

The Good Ol’ Days

Soldier Field Sept 2007—Rolling Stones Concert

The free iPhone app, Virtual Zippo Lighter, has been downloaded over three million times since its debut last October, Zippo and Moderati have announced. The feat makes it one of the most popular and prevalent branded applications in the App Store’s history, according to the duo. http://news.softpedia.com/news/Virtual-Zippo-Lighter-for-iPhone-Downloaded-3-Million-Times-108140.shtml

Today

• Two Groups– Digital Immigrants

• Individuals who have Adopted Technology• Want to be Connected On-demand

– Digital Natives• Individuals who have been RAISED on

Technology• REQUIRES to be “Always On Connectivity”

• Connectivity is now a Part of Life

Consumer Communication Needsare Transitioning

• Story of a journalist that has to work with information in many different forms and sources.

• Requirement for multiple sources of information is not limited to journalists

• All of us use this same set of information– Communicating to others

– Researching information to develop a story or concept.

Media Communication

•Vital Information:• Forever 29 years old• Journalist

•Her Favorite Things:• Being Connected• Looking for Scoops• Aviation

•Mary’s Stats:• Most SMSs in 1 month• Most Tweets

Mary

• Media Communication

That was then…

• Digital Content Sources for Media CommunicationThis is now…

•Vital Information:• 25 years old• M.S. in Bio Chemistry• Works at a Seattle Biotech Co.

•Her Favorite Things:• Talking to her boyfriend• Facebook• Shopping on line• SMS Messaging

•Karen’s Stats:• Most SMSs in 1 month: 10,034• Highest monthly Mobile bill:

$425• Average # of Amazon orders:

2.5/week

Karen is the Future Market

How Karen Stays Connected

Karen is the New Market

Karen is a Digital Native

Karen Wants to Always Be Connected

Digital Natives require more than email and websurfing

• Methods for communication, connectivity and associated applications are exploding.

• Demands for services and access to information is the same at home, work, holiday, and from anywhere.

• Lifestyle on the ground = lifestyle in flight.• Technology trends on the ground drive

technology trends in flight.• Bandwidth is no longer the constraint.• The Karens’ of the world are defining our future.

Karen is happy whenshe is connected