Future Kids. Future Customers “When it comes to the future, there are three kinds of people: those who let it happen, those who make it happen, and those who wonder what happened.” -- John M. Richardson, Jr. The rate of change that both customers and businesses have to deal with today, is nothing short of phenomenal. Now imagine the world that the children of today and your customers of tomorrow are going to grow up in… Delving into the Net Generation and the Next Net Generation, this keynote is a trip into the future, through the eyes of the children that will grow up in it. Part inspiring, part scary - Future Kids Future Customers is an in-depth examination of how our culture will become affected by the technology around us and the social and market changes it is causing. It will make you re-look at your business model, re-examine your customer service strategy, re-invent your products and re-convene your strategy team. The future waits for no one. Better to be prepared.

“When it comes to the future, there are three kinds of people: those who let it happen, those who make it happen, and those who wonder what happened.”

-- John M. Richardson, Jr.

Future Kids | Future Customers www.andyhadfield.com | @andyhadfield

Starring…

and…

Looking back over the last 4 years…

All these social and cultural changes must have an impact…

For the first time in history, children will be the authority on something important. - Ray Kurzweil

The Published World

Our friends are the publishers

We are the news

We are the news

Our definition of “experience” is changing

What is driving this behaviour?

Metaphor Credit: Corey Doctorow

1 9 90 Consume Share Create

Original Content

+ + 90 Consume Share Create

Everything Auto Everyone

Consume Share Create

Why?

… does the Internet still convert at 1%?

It’s noisy out there! In order to increase activation rates, we need to increase relevance…

Lessons for business > Listen > Talk WITH, not AT your customers > Build processes for a multi-platform world > Publish with relevance, not impunity > Be useful

Your digital identity

The journey of self.

Myself Online self

Oneself

And so we pay a visit to the Home Affairs of the future (where our digital identity first gets captured)…

Please enter: > Surname > [click here to] Assign IP Address (IPv6) > Confirm Recommended Name & Domain Name > Connect with Facebook (yes, really!)

[proceed to queue 2]

Hello! My name is…

Brfxxccxxmnpcccclllmmnprxvclmnckss

qlbb11116!

WHY am I telling you about the bright future of Home Affairs?

Data is the new oil.

We all want a digital identity, because we all want to be plugged in.

Email overload? Nah! Add more channels!

2 Cans

Phone SMS Whatsapp Email

Phone SMS Whatsapp Email Blog Twitter Facebook LinkedIn Instagram Google+ Foursquare TVtag Pinterest

What will happen to communication skillsets?

Teach social skills, not technology Teach language, not typing

jst wot wiL d eng lngwij L%k lIk n d futR f DIS iz how we

TLK 2day?

#Millennials

And yet, in a world of exponential connections… Identity is everything.

Lessons for business > Are you ready for Always On customers? > Are you ready to recruit Always On staff? > Does your CRM handle digital identities? > Can DATA allow you to be more useful?

The Privacy

#fail

It’s getting scary out there.

Really scary. We actually aren’t aware of the privacy damage we’re doing.

For instance, we no longer value our location as private.

Scariest.

We are already recording our lives, step by step, on an Internet that never forgets.

Up to 100 million credit cards compromised…

360 million personal accounts. 1.25 billion email addresses

But more importantly… WHY is this happening?

We give away our privacy because it makes life more convenient.

… which means it is OUR job to understand privacy. And YOUR job to use the data responsibly.

Private data may just be the most important thing in technology. The business economy will rely on it:

Attention > Retention > Intention

Which of these worlds is your business living in?

Lessons for business > Understand action vs consequence > Collect TONS of data, responsibly. > Start talking INTENTION instead of ATTENTION. > Trust is more than a Privacy Policy.

< deep breath >

@!$!

So what now?

The world is getting fast. Be flexible.

Success through sheer momentum will not work forever.

Take yourself a little less seriously. Take your customers very seriously.

… and remember that your world is not their world. Your business model is not theirs.

They live in a world, driven by social & cultural trends that move at the speed of light…

Re-invent yourself. Continually. Because otherwise your customers will do it for you…

The important thing to remember is not that you will lose the business of a future customer…

The illiterate of the 21st Century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn. - Alvin Toffler

Thank you.

The Blog: www.andyhadfield.com The Twitter: @andyhadfield

• Image and content credits: – Title image, Future Child: http://www.impactlab.net/ – Theme images of funny kids: http://scm-l3.technorati.com/11/05/24/35085/surprised-kid.jpg?t=20110524085157,

http://3.bp.blogspot.com/_1FL1VgCz2kM/TA9t8kJkoGI/AAAAAAAAATg/Tb-vx7499L8/s1600/cute-baby-talking-on-phone.jpg, http://blog.timesunion.com/parenting/files/2010/10/Fotolia_4548778_Subscription_L.jpg, http://thebeautifulstruggler.com/wp-content/uploads/2010/04/black-girl-with-beautiful-eyes-horiz.jpg, http://bestmalewallpapers.com/wallpapers/1397-julian-assange-1280x800.jpg, http://www.wordtweeting.com/uploads/MarkZuckerbergFacebookFounder.jpg, http://www.mrgameroom.com/uploads/Kid%20playing-video-games.jpg, http://www.diabetescare.net/CMS/DOCS/userfiles/image/Images%20-%20Logos/Photos_com%20Images/BlackChild.jpg,

– Jack Hadfield Images taken on an iPhone 3GS and published for the world to see on http://www.jackhadfield.com – Paper.li – the newspaper for Twitter links: http://www.paper.li – Telegram image: http://www.odl.state.ok.us/ – Lessons kid with the hair: http://teachingamericanhistorync.org/Images/lessonplans.gif – Facebook like button: http://www.watblog.com – Tech4Africa gives birth: http://tech4africa.news24.com/2010/08/12/tech4africa-gives-birth/ – Vegas picture: http://www.freetriphotline.com/ – Ou Toilet Social Chat Service: http://outoilet.wen.su/ (WARNING: DISGUSTING, R18) – Foursquare Check In Visualisation: http://www.weeplaces.com – Viao in the pocket and ThinkPad spoof: http://asiajin.com/blog/2009/01/10/sonys-pocket-pc-ad-induced-some-parodies-on-the-net/ – DNA Image: http://timberwolfhq.com/wp-content/uploads/2008/12/human-dna.jpg – Cory Doctorow: http://meanland.com.au/ – Supermarket: http://www.savingadvice.com/ – Drunk guy: http://www.funnypicture.in/ – Video: When Games Invade Real Life (Jesse Schell. TED / G4) – Series 7 The Contenders: http://www.series7movie.com/ – http://www.bizreport.com/2011/01/avg-children-learning-computer-skills-before-life-skills.html – Bono: http://www.hudba-music.sk/ – Crowdsourced t-shirt designs: http://www.springleap.com – Deon Koegenlenberg for the 2020 essay – http://technologizer.com/2008/08/05/the-first-1000-iphone-application/ ($1000 iPhone App) – $5000 burger: http://www.myfoxtampabay.com/dpps/news/offbeat/$5,000-burger-unveiled-in-las-vegas-dpgonc-km-20110108_11356553,

http://blogs.wsj.com/speakeasy/2011/01/08/is-this-burger-worth-5000/ – Knowledge vs Skills needed to unlock knowledge theme: Wolfgang Grulke, 10 Lessons from the Future – http://mashable.com/2010/10/11/social-media-after-death/ – https://www.mywebwill.com/ – Letter image: http://www.historyvortex.org/TheEmersonLetters.html – http://www.huffingtonpost.com/don-tapscott/whats-wrong-with-the-new-_b_787819.html?page=3 – http://blogoscoped.com/archive/2010-06-24-n15.html – SMS language translator: http://www.transl8it.com/cgi-win/index.pl?convertPL – Mark Zuckerburg Pic: http://usnewstrend.com/email-is-dead-claims-facebook-founder-mark-zuckerberg-as-he-launches-google-gmail-killer-messaging-service.html – Thumbs up: http://babyah4.files.wordpress.com/2010/02/thumbs_up_nathan_eady_01.jpg – Megaphone: http://www.the-fifth-hope.org/art/ – Digital learning, experience sharing: http://www.digitalchalkie.com/2008/05/20/i-store-my-knowledge-in-my-friends/ – Eran and Eric from http://www.springleap.com

Crowdsourced answers to the question: What will kids in the 2020s have to put up with from a digital point of view?

• Digitally Savvy parents • AlwaysOn personal recording . Curriculum focusing on integrating rather than learning facts. Social profile

segmentation. • people around them not being able to keep up with new tech? Everytime something new comes out, groups of

people fall behind. • the speed and volume of information that they will need to digest and sift the trash from • same as today - parents taking their "life" away when confiscating their "phone" as a way to discipline them • parents who don't understand, institutions (schools, gov, etc) who still haven't caught up and aren't meeting

needs. • they will need to deal with losing followers. • more noise, increased awareness of privacy, connectivity everywhere, anytime • its going to be all about filtering • criminally high line rental costs from Telkom. Credit card debt from apps bought on the iphone 20. • Pro: Their parents can't hide that they were animals when young. Con: Weak memories, because they'll never

memorise anything. • They'll have to deal with the nostalgia of older generations wanting to hang on to their 'traditional' forms of

media & comms • Microsoft Windows 13 • Crowdsourcing credits: @pevideoguy, @MikeTaberner, @singe, @stanlouw, @geniusboywonder,

@Craigrodney, @idale, @Louis_JvR, @hiltontarrant, @TimmyPrice, @patrickkayton, @StevenBosch, @adriandenoon, @mozami, @RianVDM, @EvanDigital, @GarronStevenson, @ShaunKrog, @antonyadelaar, @shaunoakes, @juliawillcox, @Cynicalgrinch, @wesleylynch, Brandon Tancott, Sam Lourenco, Frank Deroche