sxsw 2012 recap

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What digital will do… Learnings from SXSW 2012

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Page 1: SXSW 2012 recap

What digital will do…Learnings from SXSW 2012

Page 2: SXSW 2012 recap

Digital will be tactileDigital is moving beyond a lifeless existence, and is quickly becoming an entity that emits a physical reaction to your action.

Jawbone’s UP band tracks your daily activity and vibrates to prod you along.

Sifteo cubes are bringing more hands-on and game-like elements to learning.

And with just a tap, NFC will transfer the photo you just took on your phone to a frame on your desk.

Technology in your hands will become more seamless with the world around you, and the most compelling experiences will be technology you can touch.

Page 3: SXSW 2012 recap

Digital will senseAs the engineers of the Xbox Kinect said, “the more senses we use, the more we understand.” That said, it’s crazy how much that box on your TV will be able to sense using your physical data.

When you are sitting, it will automatically serve you movies, and when you are standing, it will serve up game content.

Based on unique facial expressions, it will know if you are happy or sad and serve up the right music from your playlist.

It can hear a sneeze and respond with “bless you”.

Xbox calls it a next generation interface, but it may be the best friend you’ve ever had…

Page 4: SXSW 2012 recap

Collaborative consumption is popping up everywhere. From AirBNB which allows you to rent out a room in your home, to RelayRides which does the same for your car. Sharing resources is a new way of connecting with people in a community.

But beyond the rising adoption of these services is how brands are getting involved. GM has partnered with RelayRides to make renting your car as simple as a touch of your cell phone using their OnStar system. While it makes GM digitally progressive, it’s also a new and unique way to capture test drives.

This opens up the possibilities for recommendations to come in the most ‘social’ of ways. Hands on time in someone else's shoes.

Digital will finally connect us

Page 5: SXSW 2012 recap

Digital will also be creepyThe most talked about tech of SXSW were location apps that tell users about relevant people in close vicinity.

So you’re at a party, and get pinged that the person who just arrived has three friends in common with you from your last agency. Oh, and you both love the Dodgers, Red Bull, and Lady Gaga.

Instant conversation starter, but in practice, most of the connections at SXSW tended to be weak.

Yes, me and some random guy both like Nike, but that isn’t enough for a connection. And now it’s awkward that it even came up.

Sorry Nike fan. It’s my apps fault.

Page 6: SXSW 2012 recap

Digital will be one-of-a-kindMobile data will continue to bring context to content.

For example, FourSquare knows if you are in your home town or traveling. It knows if you are a coffee connoisseur or a Starbucks die hard.

It takes your geo data, overlays it with behavioral data, and spits out a one-of-a-kind recommendation that drives action.

For brands, the use of data is crucial for more efficient and effective use of media dollars. It is the intersection of social, local and mobile. It allows the right message, to be given to the right person, at the right moment.

Minority report is officially here.

Page 7: SXSW 2012 recap

Digital will be dynamicPrice tags are a dated concept. We accept this in the hotel industry where at SXSW a room at La Quinta is priced like a suite at the Hilton. Dynamic pricing isn’t new, but we are seeing it in new places.

Taxi service Uber offers rates based on a combination of distance and demand (be careful on New Years!).

Klout, which measures social media, offers perks based on users’ influence.

But what happens when these worlds collide? When your receipt total at a store changes based on your number of Twitter followers. With businesses trying new ways to ‘reward’ customers, we may soon find out how far people will go to release their personal data.

Page 8: SXSW 2012 recap

Digital will beam me products3D printing, which is the ability to print an object using a digital file, could be the future of commerce.

Let’s say you need a certain size wrench to complete a project. Instead of heading over to Home Depot, you will be able to download a digital file and print out a fully functional tool at home.

Break your wrench? Scan the old with your phone, and send it to the printer.

While not efficient YET for household use, there are some practical applications today. Astronauts no longer need to worry about having all the right tools. With a 3D printer, they could create them on demand in space. Which means we are that much closer to Star Trek status. http://www.youtube.com/watch?v=jQ-aWFYT_SU

Page 9: SXSW 2012 recap

Brands at SXSWBrands were on full-force at SXSW. Here are a couple of standouts.

Free rides from Chevy & HootSuite. Much needed in the rain.

Real-time infographics from Pepsi and Samsung measuring

the real-time pulse of SXSW

Google Village. A full block taken over with each house representing a different

offering, from maps to Android

Page 10: SXSW 2012 recap

But the winner was…FedExAlways be charging is the key to SXSW survival. FedEx delivery people let you plug into their jackets for that extra charge to keep you going.

Page 11: SXSW 2012 recap

Thanks from Austin