5 Crucial Internet Trends for the Next Year [report]

Trendbook 20131
Trend
book
2013 Strategic Partner Edition Partner
Internet
of Things
Kiedy firmy wiedzą o nas więcej niż my
sami, czyli big data i prywatność
W przypadku tzw. big data nie chodzi
tylko o ogrom informacji, które gene-
rujemy. Bardziej istotne są dwie inne
kwestie. Pierwsza – że marketerzy
mają do dyspozycji tzw. nieustruktury-
zowane dane. Druga – że konsumenci
mają świadomość postępującej utraty
prywatności.
Big data
& privacy
Humanisation
of machines
Hybrid
world
Quo vadis,
homo
digitalus?
Wearable
computers

Trendbook 20132
I am deeply thankful to Intel Polska - the Strategic Partner of TrendBook 2013 – for their fantastic, incredibly substantive, and
fruitful cooperation. It is thanks to this cooperation that I had the opportunity to attend the 2013 International CES in January,
which, by the way, is where the final shape of this year’s TrendBook formed in my head. Intel supported me with their knowledge,
reports, and data in all the areas I am writing about this year. There is no denying that when it comes to such phenomena as the
Internet of things, smart world, or the humanisation of machines, you will not find a more competent and reliable partner than
Intel - the technological leader in such solutions.
I would also like to thank the Polish branch of Universal McCann - the Partner of this Edition - for the help and content-related
support in all the fields in which I try to translate new technologies into marketing solutions.
A final bow of gratitude goes out to all the experts commenting on the trends in this year’s issue of TrendBook for their time and
willingness to share their experience and expertise.

Trendbook 20133
Introduction
I have been wondering lately how it is that I devote so much
space to new technologies. After all, my main area of interest
is still non-traditional advertising, broadly defined marketing
communications, and new trends. I was quite astonished
to learn that in March Piotr Stasiak, who works for Ringier
Axel Springer Polska and is responsible for the development
of Newsweek.pl and Forbes.pl, mentioned my blog at Press
among the ones where he reads about new technologies
(alongside such blogs as Antyweb or Spidersweb). In January,
thanks to my collaboration with Intel Polska (the Strategic
Partner of TrendBook 2013), I went to this year’s International
CES – the world’s largest trade show on new technologies. For
two years, I had been following what had been going on at
this event and had repeatedly referred to the CES news in my
speeches and blog posts. However, I still doubted whether this
event was the right place for me. Luckily, my doubts proved to
be groundless, and as it turned out, I was not the only represen-
tative of the media and advertising industry there. The event
caused the biggest advertising agencies, media houses, and the
media itself to come to Vegas for the show. And it is in Vegas
where the TrendBook 2013’s first shape formed in my head.
Take the above and add to that the Gartner forecast saying
that by 2017, a marketing executive is expected to spend more
money on IT solutions than an IT executive himself, and eve-
rything makes perfect sense. Modern marketing has undoub-
tedly changed. Its future is inextricably intertwined with the
cutting-edge technological developments and – more than
we would wish - with data analysis, unstructured data in par-
ticular. Advertising agencies, including the ones in Poland, are
looking for people with skills in new technology development
and implementation. It is more and more common that in
a team responsible for a campaign, an IT specialist is just as
essential as a creative director and copywriter. Therefore, it
is no wonder that, writing about non-traditional campaigns,
I also refer to recent technolo-
gies, and that they are the topic
to which TrendBook 2013 is en-
tirely devoted.
Traditionally, this year’s Trend-
Book again focuses on five
trends; however, for the first
time they all revolve around
one key theme – the Internet.
Nevertheless, this is not the Internet as we came to know it,
whether wire-provided or on our mobile device. It is about the
Internet which is ubiquitous. I deeply believe that, while dealing
with the third wave of the Internet – the so-called Internet of
things – we are gradually approaching the post-mobile era. For
this reason, the watchword of TrendBook 2013 is the sentence
I heard during one of the panels at this year’s CES, “Stop talking
about smartphones and start talking about the connected world.”
I wish you a good read and a lot of inspiration.
Natalia Hatalska
Gdańsk, May 2013
According to the
Gartner forecast
by 2017 a marketing
executive is expected
to spend more money
on IT solutions than an
IT executive himself.

Trendbook 20134
Which
predictions
for 2012 have
come true?

Trendbook 20135
Social media clutter
There is no denying that 2012 was the year when people,
both in Poland and worldwide, stopped associating social
media with Facebook only. As reflected in the June com-
score report, Pinterest was the fastest-growing social-ne-
tworking website last year (the YoY growth of +4000% - see
Figure 1). Tere was also an upward trend for Instagram,
snapped up by Facebook in the first half of the year for
roughly $1 billion. Another hot topic was Google+, which,
according to the December data from Global Web Index,
is now the second most popular global social platform (see
Figure 2). Western experts are starting to voice the opi-
nion that young Internet users are becoming bored with
Figure 1
Pinterest users (000) in the period March 2011 to May 2012. Pinterest was the fastest-growing social network site as of
last year.
Source: Comscore, June 2012
Which predictions for 2012 have come true?

Trendbook 20136
Thinking about the Internet, which of the following have you ever
done?
Figure 2
There has been a marked rise in using Twitter in Poland.
Source: Wave 6: Biznes w społecznościach, Universal McCann, November 2012
start my own blog
upload photos to a photo sharing site (e.g. flickr.com)
upload a video to a platform like YouTube
watch video clips on video platforms
use instant messengers
use a microblogging service
visit a forum
create a profile in a new social networking site
manage a profile in an existing social networking site
Figure 3
Total Twitter, Pinterest, and Instagram users in Poland in the period January 2010 to January 2013
Source: Megapanel PBI/Gemius
instagram.com pinterest.com twitter.com

Trendbook 20137
Figure 4
The scope of Twitter, Pinterest, and Instagram among Polish users in the period January 2010 to January 2013
Source: Megapanel PBI/Gemius
instagram.com pinterest.com twitter.com
Facebook, which has been muscled out by Instagram
and Snapchat. At this year’s CES Consumer Panel, not one
panellist (aged 18-24) mentioned Facebook among their
favourite social networks (the top two being Tumblr and
Twitter). The Wave 6: Biznes w społecznościach report (the
Polish edition of Wave 6: The Business of Social), published
by UM in November 2012, says that Polish users are gradu-
ally taking to Twitter – next to blogs and YouTube, Twitter
is one of the three social media whose usership in Poland
rocketed last year (see Figure 3). In the second half of 2012,
Twitter was also the one to lead the way in terms of custom
social media campaigns (see Top 10 applications of Twitter
in custom advertising). According to the PBI (Polish Internet
Research) data, the scope of Twitter, Pinterest, and Insta-
gram among Polish Internet users in 2012 was 9.51%, 2.29%,
and 2.5% respectively (see Figure 4 and 5).
Jan Rezab,
CEO, Socialbakers
Over the last year we have seen
an increasing number of brands
using social media as a marketing
and communications channel.
When used properly, social me-
dia provides a great platform for
customer service and reaching new customers. However as
brand presence has increased, it has become increasingly
noisy and difficult for them to stand out. That s why it s im-
portant to analyze impact and reach (amongst other things)
to maximize the effect of your campaigns.

Trendbook 20138
Marcin Niewęgłowski
Owner of OMG! PR, Socjomania.pl
The goings-on of Facebook are
starting to echo the NK case from
a few years ago (transl. note – nk.pl
is the Polish social networking site).
Back then, there was a big com-
motion that one Wroclaw-based
portal was able to attract at least
every other Polish Internet user to
spend their on-line time roaming
its pages. Sadly, it was all about the
quantity, not quality, and it was too one-sided, not socially-
-oriented enough. Certain solutions were designed and
implemented, but they later proved fruitless. Users were
inundated with ads and irrelevant messages, which drove
them away in search of an alternative. As it turned out, this
alternative was Facebook. It offered genuine (as far as it’s
possible on-line) relations with friends. It was and still is the
top reason for using Zuckerberg’s site.
However, I get the impression that over the years Facebook’s
social spirit has been slowly dying down. It has transformed
from a social media into a money-obsessed media platform.
I’m neither a financial analyst nor a stock exchange expert;
therefore, it is not my place to say whether Facebook’s
NASDAQ debut was a smart business move or not. What
I know, however, is that it is eating Facebook from the in-
side. Whenever there is news about its new developments
or improvements, they mainly are to do with advertising.
As of now, Facebook already provides several dozen mar-
keting solutions, related not only to the display sphere (tra-
ditional banner ads), but to e-mailing (paid messages from
the profile level), RTB, or search engine use. And that’s not
all - other ‘improvements’ are coming soon. Facebook wants
to launch its affiliate network - an external ad platform
that would use such elements as measuring buttons next
to articles on websites. Another item in the basket of plan-
ned novelties is an absurd option of promoting other users’
posts (no, not brands or fan pages) and their friends’ shares.
Another addition is supposed to be rich media pop-up ads
appearing in newsfeed (video materials). That means the
seeds of pop-up solutions visible on other Internet portals
will be planted in Facebook’s walled garden. And what’s
looming on the horizon is the prospect of spreading these
seeds to the mobile sphere.
The worst thing is that Zuckerberg’s platform is slowly killing
that which laid foundations of its creation – its social spirit. It
is enough to look at the recent February Socialbakers report
for Poland. Which posts engage users the most? Those of
the “noughts and crosses" type. According to the last year’s
survey conducted by Sterne Agee, users themselves have
noticed the increase in the number of ads over the last se-
veral months. Moreover, 60% of respondents stated that
the significance, quality, and relevance of the content had
deteriorated. In this context,
there is one thing that strikes
me. Considering the fact that
Facebook itself has failed to
attract a sufficient number of
its members to vote on the
changes to the site’s privacy
and governance policies, the
effectiveness of its marketing
services remains a big que-
stion mark.
Paradoxically, neither in Poland nor anywhere else in the
world can we notice the trend of mass exodus from Fa-
cebook. Two events would have to occur in order for that
to happen. Firstly, Zuckerberg would have to, colloquially
speaking, push his luck completely to make users aban-
don him. That could be done by, for example, turning 50%
of the newsfeed posts users get into ads. Secondly, a rival
platform would have to give them something more useful
and socially-oriented than what Facebook has to offer. It
would have to be a fresh face of social networking evolution,
catering for the current on-line media consumption needs.
Though I’ve already warmed to Twitter, I do not expect it
to thrive in Poland. Despite almost 2-million visitors per
month, this microblogging platform seems a slightly more
complicated form of social networking - not the average
Facebook user’s cup of tea. However, for a long time now,
I have been following the developmental path of other mic-
roblogging platform in Poland - Tumblr. Today, it is visited
by more than one million users in our country. In addition,
it’s available in the Polish language version. While Twitter
revolves around 140-character text-based messages, Tumblr
runs in a similar vein but through photos and videos. It is said
that the Polish membership base of LinkedIn is estimated at
4-5 million. What about YouTube and Google+? YouTube
alone is unable to steal away Facebook users because it’s
a platform of a slightly different type. In tandem with Go-
ogle+, however, that could be possible. But for now, the
social platform Google+ itself is not...social enough.
To me, one thing is certain. After the Facebook era, which
I believe will last until the end of 2014, we will witness the
same sort of verticalisation that happened to Internet me-
dia. Specialised, vertical networking sites addressed to a spe-
cific market will come out on top.
Over the years
Facebook’s social
spirit has been slowly
dying down. It has
transformed from
a social media into
a money-obsessed
media platform.

Trendbook 20139
Social TV
While I get a star for the accurate forecast when it comes
to the first trend, in the case of social TV, however, the si-
tuation is rather unclear. On the one hand, we had two
Shazam-based campaigns in Poland (both in the motorcycle
industry – Shazam was used by Mercedes and Nissan), and
VoodooDance developed a 2nd screen platform for TVP1
(allowing interaction with the programmes/TV commercials
in real time via a mobile phone/web site/FB application). But,
on the other hand, social TV has not yet reached its tipping
point here as it has in the West. The main reason seems to
be the fact that, in Poland, we are still quite “attached to
the wire” data, and that the most popular second screen
application now is Twitter (still in the nascent stage in our
country).
Suffice it to look at the data on this year's Super Bowl - more
than half of the spots aired in the ad breaks mentioned
Twitter, and the event alone generated more than 24 million
tweets. The strong position of Twitter in the category of
social TV is also confirmed by the fact that in December 2012
Twitter signed an agreement with Nielsen to develop global
standards for researching the phenomena of social TV. Mo-
reover, in February 2013 Twitter acquired Bluefin Labs, a so-
cial TV analytics company. With the increasing use of mobile
devices (smartphones and tablets), we can expect that the
social TV phenomenon will continue to spread (as stated in
Nielsen reports, 70% of tablet users and 68% of smartphone
owners have declared that they use these devices while
watching TV). Another issue is that in 2013, according to LG
reports (cited during the Second Screen Experiences panel
at the CES 2013), 6 out of 10 TV buyers will choose a smart
TV. Another obstacle is the nomenclature - social TV, 2nd
screen, etc. – the respondents, including those in Poland,
may not even be aware that they are, in fact, engaging in
this type of activity (see Figure 5, 6, 7).
Figure 5
Places where the content was uploaded during the EURO 2012 game between Poland and Greece
Source: Brand24

Trendbook 201310
Figure 6
Devices used to upload the content during the EURO 2012 game between Poland and Greece
Although the phenomenon of on-line commenting on what we see on TV is commonplace, we still remain very much
“attached to the wire.” We comment mostly via our computers. With smartphones and tablets becoming more and
more ubiquitous though, we can expect a gradual departure from using a computer.
Source: Brand24
Figure 7
TV and social media viewer ratings for the EURO 2012 game between Poland and Russia
What is striking is the fact that the social media activity doesn’t die down until about an hour after the game. It means
that we turn the TV off, but are still commenting the event on social networking sites.
Source: TV viewer ratings: AGB Nielsen Media Research for the 4+ group, based on the analysis provided by the Initiative me-
dia house. The social media data: Brand24. The data is not comparable.

Trendbook 201311
Borys Musielak
CEO of Filmaster.TV
Social TV in Poland is virtually
non-existent. We could use such
platforms as the UK’s Zeebox or
some integrated social elements in
set-top boxes or applications of top
television and cable networks. The
managing of a Facebook profile
of a TV show, which is what most
content creators’ job boils down to,
cannot be called “social TV.” Due
to its limitations, Facebook is not an ideal platform for this
type of activity anyway. For a genuinely social TV, we need
three ingredients:
• a foolproof mechanism for content discovery (personali-
sed recommendations),
• a straightforward way of content sharing (social element),
• integration with the first screen (i.e. TV).
An ideal social TV application should therefore be able to
find us an interesting TV programme, make it possible for
us to watch it, and then allow us to share the find with our
friends (it is here where Facebook or Twitter comes into
play as a distribution method). Such a platform, provided
it is skillfully used by TV stations or cable television, can be
a great new revenue generator thanks to such features as
highly personalised content and highly personalised adver-
tising messages. Let’s imagine an iPad application which
"collects" the ads viewed by the user and archives those
which are the most suited to his taste, creating a unique,
custom-designed store with the most interesting sugge-
stions. Shopping at this store would bring money to all links
in the chain: an advertiser, television (as a distributor), and
application provider. This could be a win-win-win-win situ-
ation, with a client as the fourth winner as we’ve just made
his life easier. And that's just one of the many methods of
how to monetise the second screen applications.
Cezary Otowski
CTO, VoodooDance
Our 2nd screen application, which
we have prepared with TVP, works
in a very simple way. During a fo-
otball match, a player guesses
what is going to happen in the
next 30 seconds, using a mobile
phone application (Java, Android,
iOS) or a computer (any website or
Facebook). If he manages to pre-
dict one of four possible options
(goal, throw-in, foul, intercept), he is awarded points that
count towards the ranking. Initially, the app was to be the
key element of the competition organized by TVP during the
Euro 2012 Championship. Ultimately, however, the television
decided to go with the traditional SMS competition. Our
application was still used to test the functionality and way of
engaging the audience. The result was very positive - 27.6%
of the players returned to play again during the following
Euro 2012 match; 19.7% played at least three games in a row;
the average playing time (including the guessing time only
and excluding the time of starting the app) was 51 minutes;
the maximum playing time throughout the championship
was 19.5 hours.
What we prepared was not only a very impressive and en-
gaging application, but the entire system with which you
can develop other configurable 2ndScreen apps. Along with
TVP, we wanted to build on top of that and created another
application: rules of the game were similar, but this time
related to tennis and volleyball in the 2012 London Olym-
pics. Unfortunately, we included the matches with Poles as
participants, so the whole fun ended before it even began.

Trendbook 201312
„The future of social TV?
It’s crystal ball gazing.”
About potential of 2nd screen I talk with Miles Lewis, Vice President Advertising, Shazam
Natalia Hatalska: What does social TV mean for you? Is it
more about commenting in social media what’s happening
on TV screen or is it more about using some special dedica-
ted platform like Zeebox while watching TV?
Miles Lewis: I think it really depends on the consumer, but
also on the content of the programme, and you can’t al-
ways pigeonhole into one area. What we do know is that
consumers are wanting to get involved, they are wanting
to have more of a relationship both with the programme
they’re watching and the brands that they’re seeing. They
like to comment, they like to get involved, and also they are
very willing to have an extended relationship. So if they’ve
been watching a 20-minute programme, they are desperate
for maybe a glimpse of what’s gonna happen next week -
many producers understand this and use the second screen

Trendbook 201313
tokeep interest alive. And keeping the interest alive will keep
the viewing figures up. You know, from a brand point of
view, TV advertising is still very, very successful and key to
reaching millions of consumers, but a 15- to 30-second TV
spot is still unable to get the 100% cut-through that they
are wishing, so, extending that conversation onto, let’s say,
a mobile device is a very, very cost-effective way of exten-
ding that messaging as well to extend engagement. So, it
depends. It depends on what country, it depends on what
users, and it depends on what is actually happening at that
moment, with what content.
NH: But during CES2013, this year in Vegas, on the panel Se-
cond Screen Experiences some experts said that the main
problem with the second screen now is that people are
doing something that is not related to the content they
are watching on TV. Do you perceive it in the same way, so
they are chatting on Facebook and Twitter and they are not
engaging with the content?
Miles: I suppose, ultimately, it varies, again, on who’s saying
what. We see an awful lot of our users who are engaging
further with the content on the screen. Those who Shazam
programming in the United States want more information
about that programme that’s on the screen now. They want
to find out about the actors, they want to find out about
the products. They want to have more of an engagement.
So it depends. We see many, many different usages, and
sometimes that’s an ability where someone will tag a pro-
gramme or an ad and then involve themselves 24 hours
later. It happens because they don’t want to stop watching
the programme, and they do want further engagement, so
they’ll tag, and they’ll use it later on. So, yes and no. Again,
I don’t think there is a right or wrong answer here, I think it
depends on the consumer and their state of mind.
NH: Well, you’ve mentioned something very interesting,
tagging TV shows. Is it popular in the United States or in
the United Kingdom?
Miles: Our product has been launched in the United States
and we have run one pilot programme here in the UK, but
it’s popular. Yes, right now , millions of people are doing this.
There is desire for more information and for engaging in that
additional information in a time that is convenient for them,
because consumers run mission control. It’s “I want more
information about (US TV Show) Being Human, but I want
to access that information on my commute in the morning.”
NH: I remember that Shazam was founded in the United
States but then they had to settle down in London because
mobile phones usage was not so popular in the United Sta-
tes at that time, and my question is: how is it now? Where
are your revenues mainly from: Europe or the United States?
Miles: Well, obviously, in terms of being a private company,
I can’t quite divulge where revenues come from specifically,
but actually we have 300 million users, we drive a 300 mil-
lion dollars’ worth of music sales a year globally, because
our core usage is still disco-
vering and finding music.
There’s also an in-app ad-
vertising module, so glo-
bally we put advertising
marketing messages inside
the app, and we sell those
on a country-by-country
basis. But Shazam for TV
is a very large and rapidly
growing revenue stream as
well. So there’s 3 pillars that
are obvious ones.
Rica: If I could just add to
that really quickly, we were
actually founded here in
London because the mo-
bile market was more mature than it was in the United
States with how people used mobile, how they had alre-
ady integrated it into their daily lives was a little bit more
advanced.
NH: You said Shazam for TV is a very large revenue stream,
and on CES I heard that you were already running more than
200 advertising campaigns on the second screen. Could you
tell me more about them?
Miles: That figure is 200 plus campaigns we’ve run for ma-
jor brands on the Shazam for TV platform. I think the most
critical part here is that it’s not a separate app. The app that
consumers use to engage with branded TV advertising that
has the Shazam call-to-action on is exactly the same app you
use for discovering music. And that’s the beauty of it. There’s
no need to download a new app. So we work with hundreds
of the world’s great forward-thinking brands, whether it’s
from a financial service industry, through motor companies,
to FMCGs, film and entertainment, and we work with a lot of
TV advertising is still
very successful and key
to reaching millions
of consumers, but
a 30-second TV spot
is still unable to get the
100% cut-through that
they are wishing,
so extending that
conversation onto
a mobile device is a very
cost-effective way
of extending that
messaging as well
to extend engagement.
Which prediction for 2012 have come true?

Trendbook 201314
companies around the world. But from an American point
of view, in North America, that has really been in existence
for two years, to here which it’s been running for a year,
to Australia, where it’s been running for three months. We
have a lot of experience working in the second screen world.
NH: So do you think that Shazam or other second-screen
apps have the real potential to expand TV advertising?
Miles: Absolutely. Let me give you an example. Here in the
United Kingdom, 4.7 billion ads are seen every single day on
TV. That’s 4.7 billion. So if you’re an advertiser, how on earth
do you get cut-through? How on earth do you make sure
that your ad is remembered? And in this day and age, when
in the ad breaks it’s well known that Tweets and Facebook
posts go out because they’re there, and everyone can see
them, actually adding a Shazam enablement to TV adver-
tising on a call out, saying “Shazam now for the full movie
trailer” or “Shazam now for a test drive” or “Shazam now
for a free product”, is a way to get that instant gratification
of a consumer. And this is also a fantastic way of extending
a 15-, 30-, 45-, or 60-second TV ad to over a three-and-a-half
minutes of engagement which is on average what we get.
Rica: One of the of the things that we did last year was an ad
campaign with Sony Entertainment for Men in Black, and
for a number of their movies, so that people in the United
States when they used Shazam to tag the ad, they could
find out what local theatres were showing Men in Black.
They could use the app, tag the ad, and then it would come
up with “Okay this movie is showing in these four theatres
close to you, you can buy the tickets for it”, and so it’s all
very, very simple, so all you had to do is just show up, you
didn’t even have to stand in line, you could go and pick up
your tickets and just walk on through. So it makes this type
of transactions very, very simple and the fact that you have
things like geolocation, you know, you don’t have to say
“okay, I live in London, I live south of London, I live west
of London,” you don’t have to dig in further and further,
entering your post code, because it knows where you are.
NH: Well, that’s really great example. Can you give me some
more?
Miles: Of course, we’ve obviously mentioned films because
that’s the big category for us, but we’ve had drinks, we’ve
had Diageo running with Smirnoff. We’ve had Lynx with
a great campaign running here in the UK, that allowed you to
Shazam ad for a chance to win a trip to space. We’ve worked
with every single category and the most important part of
it is “why would I, as a consumer, want to Shazam this TV
ad?” And that’s how we work with the creative agencies as
well as media to come up with a very compelling idea, and
the earlier we get involved, the better. Because if a brand is
gonna spend X millions of euros on shooting and producing
a great TV ad, there has to be a payback from that, and they
have to understand what they want consumers do after it.
We can really add to that and amplify it.
NH: So are advertisers happy with the results of the campa-
igns? You know that it gave them some outcome. Or maybe
they just testing it as a new form of advertising?
Miles: I think the biggest
barometer for success is
whether a client comes back
and renews, and it’s very,
very simple to look at one
advertiser and say “yeah,
we’ve run that, we’re not
too sure”. But our renewal
rate is strong, we’re running
one campaign in Germany
where we’re already on our third campaign, we have two
clients in Australia now on their second campaign, so this is
now becoming a behaviour, and that is really critical.
NH: You said that the beauty of Shazam is that you can tag
ads with the same app you tag music. And my question
is as following. The producers believed that dedicated se-
cond screen services like, Get Glue for example, will be the
most popular. But it turned out that people prefer to use the
media they know. So now they use Twitter mainly as thir
second screen social service. Do you think this is the case?
That while using second screen, you want to use apps that
you know, and that you used before?
Miles: Yes and no. There’s always an element of there being
users who will want to get involved with Get Glue because
it’s got a product feature they like or Zeebox because it’s got
a product feature they like. But the fundamentals are that
it’s about scale and we’re still human beings and we still
have a certain amount of space in our heads to remember
to use certain apps. So if you look at all of the apps avai-
lable for programming, for separate stations, whether that
station is iTV here in the UK or NBC, whatever it is, and then
programmes related to programming, suddenly you can
have over 1,500 apps on your iPhone to engage with this
content. That becomes itself a problem. So, actually, where
Shazam’s brilliance lies is that it’s already used ten million
What is a “known known”
is that this is the very start
of this real shift. Where
it’ll change and where it’ll
shift – just no one knows.
But what we do know
is that consumers want
simplicity.

Trendbook 201315
times a day and actually to make someone have saved time
“Oh I can now interact with programming and advertising,
fantastic, I haven’t got to download another app.” But, you
know, that’s the easy part. There will be people who want
to use another apps, but the fundamentals are that we get
that huge cut-through and it makes it very, very simple for
consumers, and consumers know and like simplicity.
NH: So you mean that the main drivers of social TV are not
only technological but also psychological? And the second
question is – has it already reached a tipping point? In your
country for example?
Miles: Again, I think it’s a combination of so many different
factors, but we know that music in the programming can
drive Shazam usage. For example the Closing Ceremony
of the London Olympics had a track by Kate Bush in it,
and Kate Bush has been around for a long time, but there’s
a whole generation of people who didn’t know what the
track was, and we saw the most amazing amount of tags,
people finding out via Shazam what that music was. So you
could say that’s social TV, because something is running
on the TV, I’m gonna find out what that music is and share
it with my friends. And ultimately that’s a big, big driver
of usage. At the same time people are tweeting, putting it
on Facebook to talk about what they’re watching. So yes,
there’s definitely a tipping point arriving. The question more
than anything else is a whole sway of the population who
aren’t necessarily wanting to get involved in all program-
ming. Some programmes lean back, some programmes
lean forward. Ultimately, there’s a lot of area where Shazam
can cut through all this to tell you what the music is, to tell
you more information about the brand, to tell you more
information about the products. That all comes down to
what the hook is and why someone would get involved in
the first place.
NH: So what’s the future of social TV? How do you think it
will look in near future?
Miles: It’s crystal ball gazing. What is a “known known”
is that this is the very, very start of this real shift. Where
it’ll change and where it’ll shift – just no one knows, but
what we do know and what is a fact is that consumers
want simplicity, they don’t need complex, because they
have so much going on in their lives. Google has come
out recently and said we pick up our phones one hun-
dred fifty times a day. That’s a huge amount of checking
our phone, so if you have some content on there, you
can fill a two-minute gap in your day while you’re wai-
ting for your train, that is a great scenario for us because
those two minutes could be filled with some content.
NH: And what about the privacy? For example, we can easily
imagine situation that we exactly know what the consumer
is watching in the third second of the show.
Miles: Yes, I think from Shazam’s perspective, we are incre-
dibly aware of privacy and we are very, very protective of
our users’ identity, so all of the information we have is based
on pure tag data and that is “someone, somewhere, today,
in London has tagged a song”. We don’t know who it is, or
anything about them, and neither will we ever, ever, ever
want to find out. Because that’s privacy, you know, and the
ultimate part of this is we have a very generalized data about
our demographic brake down. No personal information is
passed anywhere, so I think it’s incredibly important, and
especially with the rise of more and more information about
consumers that is out there, we have to be very, very careful
and thus we are absolutely adamant that our consumers
remain very anonymous.
NH: Thank you.

Trendbook 201316
App overload
Definitely one of the major trends – visible in Poland inso-
far as allowed by smartphone penetration (according to
TNS, it’s around 25%). Still, the numbers are awe-inspiring.
As estimated by Antyweb, Polish users downloaded a to-
tal of more than 40 million apps last October alone (iOS,
Android, Windows). It should be added that users of these
three particular systems differ from one another. As stated
in the Isobar Mobile Polska report (there were two waves of
the study: in 2010 and 2012; the data refer to Poland), Apple
owners are the most active app downloaders (76% surf the
Internet and 36% have downloaded an app), followed by
Android users (63% - the Internet, 22% - applications) and
the users of mobile Windows versions (69% - the Internet,
16% - applications). Poles are most eager to use those apps
that allow them to extend a mobile phone’s communica-
tion functions. That includes instant messengers (44%) and
social networking sites (41%), but also utility applications
which facilitate everyday activities (41%). In the context of
this trend, it is worth quoting a catchphrase popular in the
West, "for mobile devices think apps, not ads."
An interesting example demonstrating this trend is Donation
Box - a project developed last year by students at Miami
Ad School. The concept is based on the premise that a user
“drops” the apps he no longer uses into a special applica-
tion - Donation Box. Next, the developer of these apps (e.g.
Apple) donates their value to charity (see video).
The industry crossword puzzle – an interesting initiative using QR codes, developed by JWT Poland
The Fiat Street Evo campaign using the visual search technology.

Trendbook 201317
Point&Know, Point&Buy
A few days after I published TrendBook 2012, featuring such
technologies as Vuzix Smart Glasses and briefly mentioning
Google Glass, Google set its project in motion. They were
the ones to largely dominate the 2012 Point&Know trend,
at least media-wise. On the other hand, practice shows that
QR codes are still quite popular. Last year, we had a virtually
infinite number of such campaigns both in the West and
in Poland. One of the most interesting projects was Projekt
Ingeborg in the Austrian city of Klagenfurt. As part of it, QR
codes were scattered throughout Klagenfurt in 120 loca-
tions, and you could use them to download books or music.
Worthwhile Polish QR projects include the campaign of Piotr
i Paweł (transl. note: Polish food store chain), developed in
co-operation with AMS, during which the inhabitants of
Poznań could shop directly from bus stops (more on the
campaign in Błażej Patryna’s commentary – see p. 18). When
it comes to visual search, however, it is definitely a techno-
logy that has not yet reached a milestone. It has appeared
in two campaigns which particularly drew my attention.
One was made by Adidas in Germany, where you could
buy clothes directly from the store’s window by dragging-
-and-dropping items to your phone (without scanning the
code – see the movie) and the second one was the Fiat
Street Evo campaign, where various pieces of information
on the Evo model were "hidden" in road signs.
Project Ingeborg in the city of Klagenfurt in Austria. The QR codes located in 120 places all over the city contained books and music files.

Trendbook 201318
Monika Mikowska
Managing Partner at
mobee dick, author of the
blog jestem.mobi
The phenomenon of app over-
load did not end with the advent
of 2013 – it is still with us. There is
both supply and demand for mo-
bile apps. In fact, this demand was
at an all-time high last year. In ad-
dition to the numbers mentioned
by Natalia, it is worth recalling
Apple's official press release from two months ago con-
firming that there are 775,000 applications available in the
App Store, which have been downloaded 40 billion times,
with 20 billion in 2012 alone. It is predicted that in 2013 this
record will be beaten. In Poland, smartphone penetration is
getting bigger and bigger month by month, and Polish users’
awareness of what these devices can do is growing too,
although much slower. Well-chosen mobile apps are a great
way to expand this awareness. They are the tools which are
eliminating an increasing number of everyday objects from
our environment (from such obvious examples as an alarm
clock, notepad, music player, torch, to more unusual - car
keys, TV or computer remote control, cartoons for children,
payment card, scanner, heart rate monitor, etc.). That is why
both developers and marketers feel motivated to produce
even more of them. 2013 will bring many new technologies
whose production got underway last year. Nevertheless,
I would like to emphasise two things. Firstly, brands cannot
treat mobile applications as a new advertising format. While
we are eager to download applications of practical value,
we are rather reluctant to do the same with advertising or
sponsored apps. Secondly, we should remember that the
"mobile web" provides a wider range than "mobile apps."
Analysing the experiences of Polish companies which offer
both a mobile-optimised website and a mobile app, we
know that the monthly number of unique users accessing
a mobile website is higher than the total number of peo-
ple who have downloaded the application. Just as the year
2012 was marked by a boom in mobile apps, so should 2013
be marked by a burgeoning fashion for making websites
mobile-app-friendly.
Błażej Patryn
Internet Sales Executive,
Piotr i Paweł
In late 2012, we made the first cam-
paign in Poland which allowed
users to do their shopping directly
from the street. It was labelled
Uwolnij Czas. Przygotuj Telefon na
Rewolucję (Free Your Time. Prepare
your Phone for a Revolution). It was
a joint research project of the Insti-
tute of Logistics and Warehousing (ILiM), the Piotr i Paweł
chain store, the KIP SA Transferuj.pl payment integrator,
and the firm AMS SA. By the end of November, the citizens
of Poznań and its surroundings could use smartphones, QR
codes, and the mobile application RockPay to buy products
in the "here and now" mode. Our data shows that people’s
awareness of on-line grocery shopping is still at a relatively
low level, although it is on a visible upward trend. Only
a small group of people knows about the possibility of do-
ing their grocery shopping with the use of a mobile phone.
The goal we wanted to achieve was, most of all, building
awareness of mobile shopping and presenting the oppor-
tunities offered by mobile technologies. Another objective
of the mKonsument project was to demonstrate that this
sort of shopping is incredibly easy, fast, convenient, and,
most importantly, safe. A key role in the project belongs to
RockPay app. It allows a user to compile his shopping list
and go through the entire payment process on his smartp-
hone. The conclusions which we were able to draw after
the campaign show that the visibility and role of QR codes
in marketing communications is on the rise. This is also
confirmed by the relative results on the number of scans
as compared to the number of available locations with co-
des. Smartphone users still treat these devices primarily as
a tool for communication and experimentation. In order for
the mobile ways of shopping and making payments in the
"here and now" to become a well-established habit of Polish
consumers, we still have a lot of awareness-building to do.

Trendbook 201319
Our body as the controller
In Trendbook 2012, I focused on the voice, gesture, and touch
control, but the reality turned out to be faster than predic-
ted. Already last year, we could observe the increasing use
of the technology that allows us to interact with a device
using the mind as the only controlling tool. The examples
can be seen today not only in the medical industry (mo-
ving an artificial arm/leg lub a completely paralysed person
communicating with a computer), but also in films, video
games, children's toys, etc. Nowadays, it would be hard to
grasp that a screen of any device is not a touch screen. The
strength of this trend is additionally emphasised by the last
year's premiere of the touchscreen-adapted Windows 8
system. By the way, I recommend the report published in
2012 by the IAB Polska: Przyszłość Internetu jest dotykowa
(Touch is the Internet’s future).
Reliability of the trends predicted for 2012

Trendbook 201320
„There are some things that we care
about that haven't changed over the
millennia.”
Talking with Genevieve Bell, Intel Fellow, Director, Interaction and Experience Research, Intel who is named one 100 Most
Creative People in Business, inducted into the Women In Technology International (WITI) Hall of Fame and honored by
the Anita Borg Institute as the 2013 Woman of Vision for Leadership.
Natalia Hatalska: Last month, I had a presentation about
how women use technology, and during this presenta-
tion I was citing your research that there are some areas
where women adapt technology faster than men and I was
called 'sexist' because of that. Why is there such a strong
stereotype that only men use technology and women are
only interested in cooking, fashion and children?
Genevieve Bell: The thing about all sorts of technology is
that its adoption is dependent on what the technology is,

Trendbook 201321
where it appeared, what it did, and who the population of
adopters is. We know in some places technology is adopted
by young people and in other places by people who can
afford it. For example, looking at the introduction of cars,
the first people that owned cars were people in their forties
and fifties because they were the ones who had money.
The first time mobile phones hit ubiquity in Japan, they
were being adopted both by men in the workforce as well
as teenagers. Different technologies have different appeal
and have different barriers too, so sometimes they require
a lot of time to set them up, they may require the kind of
network connection that isn't available to everyone, they
may require money, and lots of different things. We know
that the arc of technology adoption had looked differently
over time, but there are some things that are constant. Most
technology that comes into the home, for instance, women
are the ones who “tame” it. They make it domestic and
safe. Although women didn't invent electricity, they were
certainly the ones who worked out how to cook on it, how
to clean with it, how to make clothes presentable. If you
look at my colleagues in places like British Telecom, when
they were studying the introduction of the telephone, it
was women who answered the phone, it was women who
made the vocal phone calls to check up on relatives and
family, and do all of that kind of thing. We've seen in more
recent years that different technologies have had different
adoption too. Most e-readers, for instance, are owned by
women, not men. Now, does that mean men are illiterate?
No, but women use books as a way of relaxing, it also fits
into a lifestyle that is in some ways overcommitted and
time-poor.
NH: You said that the adoption of technology is dependent
on different factors, such as the cost of this technology, for
example. Are there any specific psychological factors that
are driving the technology adoption?
Genevieve: Some technologies get adopted because they
address pain points so they make our life easier, and so-
metimes it's because we're told they make our life easier.
Washing machines, refrigeration, those were technologies
that we were told would make less washing and better food.
Some people adopted them very quickly because they had
money or because they were in some way seduced by those
promises. Other people took longer. I don't think there's
a consistent personality type that says you'll always be an
earlier adopter of technology, and I'm not sure there's a con-
sistent kind of population of people who are lagging. There
are certainly some technologies that I think, over time, pe-
ople worry about more, but worries change too. My great
grandmother's generation
in Australia are the ones
who were young when
electricity was introduced,
and they were very frighte-
ned of it since it was a scary
thing – it made noises, it
threatened to electrocute
them. It wasn’t stable and
controllable in the ways the previous technology had been,
but by the time my great grandmother died when she was
in her nineties, electricity was just part of her life, so I think
it also changes over a course of a lifetime. Technology you
were frightened of when you were a kid - you may not even
think twice about it as a grown-up.
NH: ’ll come back to those fears and worries of technology
later on, and now I’d like to talk about ourselves as an aging
generation. Certainly, the elderly use technology totally dif-
ferently than young people. So how should we design this
technology for our future selves? What it should look like?
Genevieve: It's a good question. There are a couple of things
to remember. My parents' generation, people that were born
during World War II or right before/ after it, people in their
sixties, seventies and eighties – you have to remember that
this generation saw the adoption of mass-produced cars,
television, VCRs, microwave ovens, mobile phones. Many of
them were in their peak years in their jobs and their careers,
and some of those technologies really took off. So some
of them were actually grown ups when the technologies
that were quite spectacularly life-changing appeared. So, in
some ways, that cohort that we think of now as being old
were actually incredibly kind of experimental in terms of
their relationship to and with technology. It changed their
workplaces, it was often part of their lives, it was certainly
things they gave to their kids. In some ways, that's not surpri-
sing when you look at what that cohort is doing, particularly
in the days of the Internet. In the U.S. or Western Europe,
people in their sixties and seventies are the fastest-growing
group on Facebook and social networking sites. In the U.S,
people in their fifties and sixties are the fastest-growing
group on on-line dating sites. Because they’ve got empty
nests, they’ve changed their relationships, they've left their
partners, they've broken out of marriages, they're out dating
again. I was just reading some data the other day that pe-
ople in their forties and fifties are more likely to be sending
sex-texts, so sexting, than people in their twenties. I think
we sometimes sort of imagine “Oh, that cohort, they're
old ...they're not doing very much,” but the reality is most
The thing about all sorts
of technology is that its
adoption is dependent
on what the technology
is, where it appeared,
what it did, and who the
population of adopters is.

Trendbook 201322
cohorts that have gotten older are quite exposed to a lot of
new technologies and have carried some of that desire to be
involved in technology with them as they moved forward.
We need to be very careful about not assuming that just
because you're not a twenty-something means you don't
use technology. And I want to push against that stereotype
all the time.
NH: Let’s talk about twenty-somethings then. In one of your
previous interviews, you said that young people use techno-
logy differently when their parents pay for it, and it's totally
different when they have to pay by themselves. Can you
comment more on that?
Genevieve: Sure, I don’t know what it's like in Poland, but
we had been doing work at that point which was in the U.S.,
Australia, and a couple of other places. When kids were
still living at home, their parents were paying their mobile
phone bills, providing the Internet to the house and so on.
What we found was that when people started to have to pay
their own bills, to pay for their mobile phones, data plans,
Internet, they changed their usage behaviors. And that's not
surprising. We know that what you do when you're newly
married is different than what you do when you're single.
And what is fascinating for me is that we sometimes sort
of suggest that there are these generations and then we
talk about Baby Boomers, Gen Y, Gen X, Millennials. I think
those are powerful ideas, but it's also very clear to me that
it is where you are in the stage of your life that seems to
impact the decisions you make. A new parent who's 25 has
a lot in common with a new parent who's forty. So, that
kind of notion we have that the youth of today is using
everything all the time was a bit like saying when someone
goes to a restaurant with a buffet, they eat everything, and
then when they have to pay for plates, they eat less. In some
way, it was pretty obvious, but it was fascinating when we
saw it happening.
NH: I remember you also said that there is not one Internet,
that there are lots of different Internets which adapt to
platforms they use.
Genevieve: Absolutely.
NH: But it's not a very popular notion of the Internet. We
rather tend to think about it as of something similar to elec-
tricity. Something that is the same, that surrounds us.
Genevieve: But even electricity is different in different co-
untries. Different voltage, different plugs, different payment
systems, different ideas about who should provide it and
who should look after it and regulate it. The Internet is not
dissimilar. How the Internet is provisioned in the United
States is very different than in Australia or the UK. Everything
from who are the service providers, is there a standard for
the network traffic or speed, is there a standard for dow-
nload speed versus upload speed, is there a requirement
for parity, can you move
anything on the Internet
or there are some sites
available and unavailable
to you. We know that the
Internet is not a seamless
whole, where no matter
where you are on the planet you would feel the same things
in exactly the same way. And we know that what the Inter-
net looks like and feels like on a mobile phone is probably
very different than on a laptop. Partly because of architec-
ture of information, partly because of the bandwidth, partly
because of network availability, partly because we know
people do different things on each one of those platforms.
My argument historically has been that different platforms
are animated by the Internet. When the Internet arrived on
mobile phones, a couple of things became clear very quickly:
number one was that having the entire of the Internet on
a mobile phone wasn't how people used it. Apps were what
they wanted, they wanted a particular thing – “tell me what
restaurant is near me,” or “tell me how to get to the tube
station.” It was very specific to where they were.
NH: And what about the Internet of things? How will it
change our experience?
Genevieve: I think we're going to find out. Part of it is going
to be that we're going to regard things differently when
they're connected. If you're used to a street, a traffic light
just being a traffic light, and now it's connected to a network
of other traffic lights and it knows how the traffic pattern
is working and goes green faster or stays red longer, we'll
experience the road and driving in a very different way.
NH: Some people even believe that we won't need traffic
lights anymore because all the machines will be commu-
nicating with each other.
Genevieve: I think we'll always need traffic lights, not all
cars will ever gonna be connected. Although when we think
about smart cars in future, we can imagine that cars will talk
to each other, not drivers, and that the cars will actually be
gossiping about us, "she's a terrible driver, keep away from
We need to be very careful
about not assuming that
just because you're not
a twenty-something means
you don't use technology.

Trendbook 201323
her.” But I think rather than this, it’s the case that we've
never had world with a single Internet, it has always been
lots of Internets.
NH: Let’s dwell on the notion of cars chatting with them-
selves for a little longer. Ray Kurzweil predicted that before
2030 computers’ reasoning will be the same as humans’.
We can imagine that we will have widespread robots that
will be doing all the work for us, and that we'll have time
for resting, reading, or just for being bored. We should be
happy about it. However, instead of being happy, we are
extremely frightened. Why is it so?
Genevieve: I think one of our anxieties about new techno-
logy is precisely that we know – from the history of tech-
nology – that it changes things. For many people, change is
a scary thing. It means that what was once stable and known
may become unstable. For lots of people, that moment of
flux is hard to handle. When technology threatens to change
a couple of things, I think we get very frightened. When it
threatens our ideas about time and space, so electricity
makes nights into days, trains that let us go hundreds of
miles in a very short amount of time, it changes the way
we think about the world and I think those technologies
provoke anxiety because those are hard, conceptual chan-
ges to make. Ultimately, I think what it's really about though
is that a lot of new technologies make us have to think about
what makes us distinctive. So, you mentioned singularity,
I think one of the things people find very provoking and
confrontational about Ray Kurzweil is that they listen to him
and they hear him saying, “computers will replace people
because will be able to replace the human brain.” I think for
a lot of people, that notion is really scary.
NH: Isn’t it a very similar situation to the one we had at the
end of the 18th century when the Luddites were really afraid
of the technology and machines they had in their factories?
Genevieve: Yes, it is. I was giving the talk just this morning
about where our fear comes from. One of the things I was
arguing was that that period - the Luddites in England 200
years ago - and the notion of machines replacing us, along
with the fear which that generated, has never gone away. It
has these echoes that run through to the present day. While
two hundred years ago what machinery threatened to do
was replace our labour, and that was hugely important, now
it threatens to replace our thinking, which is also really scary.
What makes us different than everything else on the planet?
It is our ability to reason, it's our cognitive power, and if you
can outsource that to a machine, the question ultimately
becomes - what are we worth? I think that sort of threat of
value is partly where the fear comes from.
NH: Is this threat justified?
Genevieve: All fears are ultimately both rational and irra-
tional. In the same way, you could say - is it reasonable
to say "technology is all
good," "technology will
make us better people,
more efficient, it'll be fa-
bulous?" That's the story
we inevitably tell about
technology. The other story
we tell about is that it will
change everything and that
it might be bad. I think all
new technology is accom-
panied by both of those
stories, by a kind of "eve-
rything will be better" and
"everything will be worse."
And both of those stories
are true and both of those
stories are false. All at the
same time. Because there
are certainly ways techno-
logy hasn't been good for
us. We don't have enough
time to be bored, we have a sense of being overwhelmed, we
have a sense of having many demands on our time and our
brains, and there are ways it's been really good because we
can now do things we couldn’t have possibly done twenty
years ago. I think we have to allow that modern technology
comes with both of those things, with both fear and won-
der. The story is not really complete without both of those
pieces, and they are both partially true and partially false.
NH: What we can observe now is the so-called counter trend
– that people consciously stop using technology for a period
of time. Do you think it will change from a micro trend into
a bigger trend in the future?
Genevieve: I think the adoption of new technologies go
through a cycle. There's a period very early, when it's all
utopian and wonderful, “Oh my God, everyone should have
it, YAY!!! We can all be fabulous,” that is immediately fol-
lowed by a period when we go "oh-oh, this is really bad,”
and it's kind of a horror story. Then, we emerge out of that
period and it becomes clear where the technology stabilised
The adoption of new
technologies go through
a cycle. There's a period
very early, when it's all
utopian and wonderful
that is immediately
followed by a period
when we go "oh-oh, this
is really bad". Then, we
emerge out of that period
and it becomes clear where
the technology stabilised
and was used forward
through both a kind of
overblown hype and the
overblown negativity, and
we land up on something
stable.

Trendbook 201324
and was used forward through both a kind of overblown
hype and the overblown negativity, and we land up on so-
mething stable. But that takes a while for technologies to
settle out through countries and cultures and households
and communities and decide what the right level is. I think
one of the challenges at the moment is that we feel like
we've had this technology for twenty years. The reality is
in most places it’s less than ten, and the reality is that for
most of the average human beings it's not even that. And
if you look historically, it takes easily a decade, or even two
or three before we stabilise in our reactions to the use of
new technology. The introduction of television took a really
long time and we're arguing about it now, it's like fifty years
on - is television good or bad for us, how much television,
how far and where should I sit in front of it, should I put
my kids in front of it and leave them there. And It doesn't
surprise me that we’re now going through this period of
questioning the value of some of these new technologies,
because it came with such utopic and enthusiastic stories;
we're in the natural period of asking questions about what
was overblown promises. We know that historically, we'll
emerge from this kind of backlash against some of these
technologies at a different point. What's much more intere-
sting to me is the appearance of apps that start to question
the notion of permanence in the digital realm, for things like
Snapchat. All of those are about creating appearances of
digital technology that are totally transitory, that will come
and go rather than exist forever. I think what will become
very interesting as when we move through this period is
where do we end up when we're done.
NH: So what will our future look like? We can see our future
in science fiction movies, and none of them is optimistic.
Genevieve: Happy science fiction doesn't sell. People don't
want to see a happy future, that doesn't make good movies.
So, I think what is much more likely that science fiction tells
us is that it's a safe place in some way for us to play at our
fears. It is rarely a place where we play at our hopes.
NH: Do you think there's a happy future then?
Genevieve: I believe in a realistic future. The future will al-
ways be a complicated mix of good things and bad things.
History tells us that. Some of the technology will be splendid
and some will have unintended, not-so-happy consequen-
ces. So, to me, I'm not sure I believe in a utopic or a dystopic
future. I think you have to have both stories. One of the
challenges, mostly about the language of the future taught
to us by science fiction, is fear.
NH: You are an anthropologist, and there's also Amber Case,
who calls herself a cyborg anthropologist. She believes that
we are compounded with our smartphones, our tablets,
and all the technology, and so we have already become
cyborgs. Do you also believe that we are some kind of trans
humans now?
Genevieve: I believe in less
than she does. I know why
she makes that case, but
I think what it means to
be human is more compli-
cated than that. We have
always been, as human be-
ings, a complicated mix of
the physical and the virtual. We have had physical bodies,
we have had physical objects in our hands. But we believed
in things we couldn't see. And we told ourselves stories to
explain the world around us that were about the virtual.
We had gods, we had worlds that were animated by spirits,
we imagined relationships with nature, with gods, and with
each other that weren't about what we could physically see.
I think humans have always had a strong relationship to the
“virtual,” today the virtual means something different than
it did two hundred years ago, and I think we have always
augmented ourselves with things. I grew up in Australia
with aboriginal people who had a spear in their hands and
who augmented their bodies and their physical selves with
objects. Three hundred years ago, the men who were the
knights of the realm had swords and horses, which were the
extensions of themselves. Now that augmentation happens
in the digital world. We are augmented by our Facebook
profiles and we're also augmented in the physical world by
our mobile phones. Do I think the balance of that makes us
more cyborg than human? No, and I'm not sure it ever will.
NH: So what you mean is that we are the same humans like
hundreds years ago, but the times have changed?
Genevieve: Yes, I think what human beings care about chan-
ges incredibly slowly. There are some things that we care
about as people that haven't changed over the millennia.
And no amount of new technology will change that. It pro-
bably makes me very old-fashioned to say that.
NH: I don’t think so. I feel the same way and I wanted to
hear that.
Genevieve: I think it's really easy, to tell you in the field we
all live in, to be seduced by the speed of technology and to
There are some things that
we care about as people
that haven't changed over
the millennia. And no
amount of new technology
will change that.

Trendbook 201325
feel like everything is changing all the time. I think it's really
important to remember that there are things that human
beings do and have done for a really long time. They have
been part of families and communities; they have wanted to
be surrounded by people who share their values; they have
wanted to believe in things that were bigger than themsel-
ves; they have used stuff and objects to talk about who they
were to other people and themselves. Those things - they
don't change. Those things are incredibly deeply rooted in
our cultures and our societies. Arguably, there's a reason
why some technologies have failed. I think it's not that they
were unnecessarily poorly engineered, but it's that they
didn’t do things we care about.
NH: Maybe this fear is, as you said, driven culturally. For
example, in Japan or Korea they've adopted technology
really fast. I think they are not as afraid of it as we are here
in Europe.
Genevieve: I think that's absolutely true. The history of Ja-
pan is full of the introduction of very similar technologies
that we used to introduce in Europe, with a very different
reaction. I think that's partly about different notions and
about what makes people people, about what is the na-
ture of humanity, and what is the kind of human condition.
I think it's very much about what happened in Western
Europe after the reformation. Starting in the 1500s onwards,
there's a very strong idea in the West that I think therefore
I am, cognition equals humanity, the ability to think and
reason is what makes us people. In Japan and Korea, there
are very different ideas about what makes human beings
human. And so the technology is part and parcel and the
extension of humanity, not a challenge to it. The idea that
you have robots taking care of you doesn't mean anything
than robots taking care of you. So there's a very different
kind of arc of adoption. I even think inside Europe there
are different anxieties. I think there's a very particular rea-
ction to privacy and big data in places like Germany, which
has such a particular history with that. But they look very
differently than they do in France. Different cultures pro-
duce different fears. And they're partly based on our history,
which makes sense.
NH: Thank you.

Trendbook 201326
Internet
of Things
- on the Internet, nobody knows you’re
a.. washing machine
There used to be an image circulating the web once that some speakers still use in
their presentations at IT conferences. It shows a dog sitting in front of a computer
and a caption "On the Internet, nobody knows you're a dog". Today, this symbolic
dog should be replaced by an equally symbolic washing machine.

Trendbook 201327
About the trend
Every year for three years now, we’ve been hearing that
this year is the year of the mobile. Every year, however, this
forecast fails to come true. And to be honest – it is unlikely
to ever come true because, since 2010, we’ve been dealing
with the so-called third wave of the Internet – the Internet of
Things (IoT, Internet of things, Internet of objects)1.The result is
that what we have nowadays is the era of the post-mobile.
There is not one definition of the Internet of Things, but it
most often goes like this – it is a network of physical objects
(things) which, thanks to their embedded sensors and Inter-
net access, can communicate both with a human being and
among themselves. In practice, it means nothing else than
the fact that virtually anything today can be connected to
the Internet, making it really intelligent (it has access to in-
formation and databases, which it can analyse in real time).
What is also important in the case of the Internet of Things
is that Internet access makes it possible for devices to com-
municate with themselves independently, without human
intervention (see the video The Social Web of Things).
We can imagine a situation in which electronic product
codes (EPCs) will make the products that shouldn’t be kept
close to each other (e.g. flammables) automatically start an
alarm when this rule gets broken.
The scale of the trend is huge. It is estimated that by 2020,
the world will have produ-
ced 50 billion connected de-
vices, which means around
seven such devices for one
person. By that time, the
value of the connected de-
vices market is predicted to
amount to $14 trillion (Cisco
data, March 2013). As stated in the Forrester research Buil-
ding Value from Visibility (October 2012), more than half of
enterprises plan to implement IoT solutions over the course
of the next two years (see Figure 8).
Diagram 1
The evolution of things with Internet access. From a computer to a thing.
Key words
internet of objects,
internet of things,
IOT (internet of things),
M2M (machine-to-
machine network)
1. The term Internet of Things was first used in 1999. Since 2010, the phenomenon of IoT has been growing in significance, although it has been more
of a micro trend for the past three years. 2013 is predicted to be a landmark year for IoT.
desktop computer mobile device
e.g. a smartphone
or a tablet
dedicated device
e.g. Nike Fuelband
connected object
i.e. any physical object connected
to the Internet, e.g. a light bulb, socks,
travel bag, packet of pills, etc.
Internet of Things

Trendbook 201328
Accompanying trends:
nomophobia (no mobile phone phobia) – the fear of being
out of mobile phone range or of having your mobile running
out of battery;
access over ownership – an increased need to have an access
to something rather than to own it
Reasons behind the trend
First of all – technological factors, including an incredibly
fast development of software solutions and the solutions
which make it possible to analyse data in real time; the de-
velopment and miniaturisation of hardware technology
(GPS, RFID chips, other devices which register status); and
the ability to store/convert data in the cloud.
Second of all – psychological factors. A modern consumer
expects constant access to the Internet and information no
matter the place and time. Due to his permanent lack of
time, he wants solutions which are intelligent and practical.
Examples of the trend
The examples are virtually countless and can be found in
all industries. My personal favourites are: BlackSocks – the
socks with an embedded RFID chip which makes the pairing-
-up process easier (say ‘no more’ to losing your socks in the
washing machine :-)), hop! suitcase – you don’t have to drag
it yourself as it stays in constant contact with your phone
and follows you by itself, and finally botanicalls – a special
sensor placed in flowers which sends us a text message or
tweets us whenever the plant needs watering.
One of the categories which is adapting the IoT trend particularly fast is the so-called smart home. It’s not only about connected refrigerators,
washing machines, or dishwashers, but other objects too, e.g. bathroom scales (see the picture above: the Withings scales which monitors our
weight loss) or light bulbs.
Figure 8
More than half of companies plan to implement IoT solutions during the next 2 years.
Source: Building Value from Visibility, 2012 Enterprise Internet of Things Adoption Outlook, Forrester Research, October 2012
we plan to implement IoT solutions in the next 12 months
we plan to implement IoT solutions in the next 2 years
we have already implemented IoT solutions
we plan to implement IoT solutions in the next 2-5 years
we don’t know
we don’t plan to implement IoT solutions in the longer term
Internet of Things

Trendbook 201329
I’ve decided to mention the above curiosities in order to
demonstrate that the Internet of Things can be applied vir-
tually anywhere. However, the three main categories to be
mentioned in this context are the pharmaceutical industry
(the so-called digital health), home appliances (the so-called
smart home), and the automotive industry. The IoT solu-
tions used in these cases completely change the consumer
experience. When it comes to pharmacy – the American
company Proteus Digital Health manufactures special chips
which are placed on the pills patients are about to take. After
swallowing such a pill, stomach acid activates the chip and
enables it to communicate with the receiving station stuck
to our arm, for example, from where the signal goes to our
mobile phone – in this way, it sends reports to our doctor.
JWhen it comes to smart home, this year’s CES included
the presentations of such firms as Panasonic, Toshiba, and
Samsung, in which they showcased their connected home
appliances. We could see connected fridges, washing ma-
chines, dishwashers, ovens, etc.
A lot has been already said about the possibility of having
fridges with Internet access; today, however, they are be-
coming a reality and they are truly intelligent. Not only do
they know we’re running out of OJ, but we can use them to
buy a new carton. Moreover, the device makes suggestions
about what we can cook using the products we currently
have in the fridge or allows us to use our friends’ recipes.
During this year’s CES, a lot of time was devoted to con-
nected cars. This category should be looked at from two
perspectives. Firstly, we should consider a connected car as
a place where we can just hang out and soon won’t even
have to focus on driving (auto-driving cars); therefore, the
content is becoming increasingly important (hence the col-
laboration of Hyundai with Google, or Chrysler’s solution
driveuconnect.com). Secondly, due to geolocation, a con-
nected car can be treated like a mobile shopping bag. We
could easily imagine that while driving past a petrol station,
we will get notified that it has a discount on petrol today
and you can buy it £1 cheaper (this sort of solutions are
already offered by Roximity, which cooperates with Ford,
Kraft, and Walmart).
Figure 9
The benefits achieved from implementing Internet of Things solutions (data for Europe).
Source: Building Value from Visibility, 2012 Enterprise Internet of Things Adoption Outlook, Forrester Research, October 2012
Internet of Things

Trendbook 201330
At this point, it’s worth mentioning that the
Internet of Things generates all sorts of prob-
lems. One of them – the privacy issue – is
commented on by Lidia Geringer de Oeden-
berg, Treasurer of the European Parliament.
As well as the issue of privacy, however, the
CES 2013 focused on yet another thing – short
battery life-span – and the fact that there is
still no technology that could address this
issue.
Applying the trend in marke-
ting solutions
The above Forrester report (Building Value
from Visibility) clearly shows that marke-
ters see a multitude of ways in which this
trend can be applied in their campaigns
(see Figure 9). The areas which I consider
the most attractive are all those related to
the product itself:
• the possibility of improving/changing the
product or service quality; adjusting the
Internet access in a car has led to a shift in how we perceive this category of products. What we are observing is, most of all, the demand
for content.
OneoftheseveralproblemsconnectedtoIoTwhichmanufacturersareawareofisshortbattery
life-span.TheInternationalCES2013featureda presentationshowcasingtheSpareOne. mobile
phone. It is powered by a single AA battery which can hold its charge for up to 15 years if
unused, or for up to 10 hours of talk time when in use.
Internet of Things

Trendbook 201331
The Internet of Things also enables objects to communicate among themselves with no human participation. We can imagine that when the
alarm clock in our mobile phone goes off, a signal sent to our kettle puts it on for a morning coffee (see AllJoyn by Qualcomm)
product to the needs of a particular user – e.g. last year, the
British insurance company The Co-Operative Insurance
introduced a car insurance package for young drivers, in
which premiums are calculated based not on their age,
but on their actual skills. The participants of the pay as you
drive programme received a special device which, for one
and a half months, evaluated their driving in four areas:
braking and acceleration, cornering, average speed, and
the time of day in which they usually drove a car. The
data was sent to the insurer, who used the information to
calculate the premium. Moreover, the participants could
log in to their individual panels to check their scores and
take advice on how to drive better;
• introducing new products or services otherwise im-
possible to implement without IoT – e.g. FedEx’s
SenseAware service, that enables the real-time monitoring
of such elements as ambient temperature, light intensity,
humidity, pressure, etc. (particularly important in the case
of transporting medical products, e.g. in transplantation,
livestock, food, etc.);
• personalising the message, product as a medium – al-
ready today, QR codes or the visual search technology
make it possible to encode information in the product.
The problem is that this piece of information is the same
for all consumers. On Father’s Day last year, Diageo, in
co-operation with the firm Evrythng, allowed consumers
to personalise their message on 100,000 bottles of their
alcohol (you could record your private video and attach it
to a particular bottle – read the case study); go to page 36
to read about Chris Cobb’s commentary on how we can
use the RFID readers placed in Levi’s clothes for logistic
purposes and beyond.
• providing the consumer with new experiences and new
opportunities – something that Nike has been doing for
a long time now, first in Nike+, now in Nike FuelBand; we
can also see it in miCoach by Adidas.
Internet of Things

Trendbook 201332
Internet of Things – legal regulations
Lidia Geringer de Oedenberg
Treasurer in the Bureau of the European Parliament, Member of the Committee on Legal Affairs, Budgets, and Petitions
The term Internet of Things appeared for the first time in
1999. Since then, a lot has changed in this domain, and even
more novelties are expected in the coming years. Although
the topic is becoming increasingly popular, and more and
more smart devices become fixtures in our homes - this new
trend has not brought a corresponding set of regulations.
In the UK, where NEUL - the world's first wireless network
able to send data to the so-called white spaces (unused
channels in TV spectrum) and to cover an entire city (only
Cambridge so far) – is being developed, market regulations
in this matter are in the consultation phase. The result will
be a report which will make a starting point for future le-
gislation in this new domain. In the legal systems of other
EU Member States, there is no legislation prepared for the
advent of these new technologies either. The European
Commission (EC) is observing the development of similar
technologies with great interest, but we will have to wait
a little longer for some joint laws in this sector. So far, the Eu-
ropean Commission has only issued one Communication to
Internet of Things

Trendbook 201333
the European Parliament and the Council in 2009, entitled:
Internet of Things - an action plan for Europe COM(2009)
0278 final.
From the legislator’s perspective, the following issues inclu-
ded in the Communication seem to be problematic:
• bject naming and identifying,
• authorities responsible for assigning appropriate identifiers
in intelligent machines,
• ways to search for information about particular things,
• ensuring personal information security and controlling
the ethical mechanisms related to using our personal in-
formation on the Internet.
Under the Seventh Framework Programme (CIP), the Com-
mission also plans to launch a research project on the chal-
lenges in the field of social problems associated with this
new technology. In June, the public consultation initiated
by the European Commission in early April 2012 was ended.
It was attended by over 600 people (more on the results
of the consultation at http://ec.europa.eu/digital-agenda/
en/news/conclusions-internet-things-public-consultation).
The consultation is to be used by the EC to issue a recom-
mendation on the Internet of Things, to be published this
summer. Unfortunately, the exact time-frame for the le-
gislative work on the document has not been specified; we
only know that the Commission’s legislative proposal will
not be presented until at least mid-2014. The matter will be
taken up by the next tenure deputies.
The main risks stemming from such advanced technolo-
gies are related to the violations of our privacy and, more
specifically, to the question of what kind of data will be
collected, stored, or transmitted by such devices. Today, we
are already dealing with a crisis of privacy protection. I have
been recently working on the amendments to the report
on the Regulation on the protection of personal data. The
document presented by the Commission was very insightful,
but required certain improvements. However, before we
started working on it, the project had already gained a lot
of media attention, triggering a great deal of controversy.
The document’s aim was to show how to reasonably re-
concile the protection of our personal data, which is our
inalienable right guaranteed by Art. 8 of the Charter of Fun-
damental Rights of the European Union, with the use and
free flow of this data, which is associated with our daily
activities and business approach. The report received 3,133
amendments, which confirms the significance of these re-
gulations.
The issue raised in the draft regulation which is both parti-
cularly sensitive and innovative is the right to be forgotten.
I have submitted as many as four amendments concerning
this issue alone. The right to be forgotten, as proposed by
the Commission is not feasible in practice. It is not possible
to have all the information put by us or about us on the
Internet removed with a single request to delete them sent
to our administrator. In the attempt to clarify this regulation
and make it practical, I have offered a few legal constraints
that help the administrator to actually get rid of the content
he manages or for the transmission of which he is respon-
sible. Naturally, such a request to delete the content must
relate only to those data for the processing of which there
is no other legal basis, except for the subject’s consent (for
instance, the data in the registry of debtors or the data on
the legally valid conviction of a person).
The report will be put to a vote in the Committee on Civil
Liberties (LIBE) on 24-25 April, and the final adoption of the
text by the EU Parliament is expected to take place in the
second half of the year.
The draft agenda, the report, and the amendments are ava-
ilable at:
http://www.europarl.europa.eu/meetdocs/2009_2014/or-
ganes/libe/libe_20130320_0900.htm
Additional information is available on the Commission’s
webpage at:
http://europa.eu/rapid/press-release_IP-12-360_pl.htm
Internet of Things

Trendbook 201334
„Today, people are living their lives
via screens”
John McHale and Chris Cobb, Creative Directors at Sapient Nitro, will tell us about where new technologies are headed
and whether our future will resemble the worlds of such films as Wall-e or Minority Report.
Natalia Hatalska: wondered why there're so many peo-
ple from the advertising and media industry are present
on the show that was previously known as the consumer
electronics show.
John McHale: If we look at the way technology is changing,
all these new things coming out every year, I think for peo-
ple like advertisers or brands, they need to know and need
to keep a finger on the pulse of things like that because
that's the way technology is going, because that's the world
consumers live in. I think to not be here and not see what's
coming next would be foolish. You wouldn't know what's
next and you would be trailing and bleeding.
Chris Cobb: Exactly, and we actually see that a lot of tradi-
tional agencies kind of play 'catch-up.' So there are a lot of
Internet of Things

Trendbook 201335
agencies out there that stay in touch with this stuff, espe-
cially because clients' expenditures go from traditional to di-
gital. So it's a matter of paying more attention to digital and
technologies because these are new important channels.
And these are also spaces where one can create a content
in, so you have to understand what is technology, and how
is this technology enabling these new types and new forms
of content people are engaging in.
John McHale: I believe that it used to be such a one-way
conversation with marketing and advertising when the
company came up with a message and then they threw it
out. They were talking to you, not talking with you at all.
And now it changed. Brands started communicating back
and forth with consumers when social channels opened
up. And it was about releasing the brand out to the wild
a little bit. Now it's even getting to the place where brands
are facilitating conversation between consumers, they are
becoming the vehicle by which brands and consumers can
communicate and I think that is the reason why people
are here and see all those new technologies that make it
better or easier.
NH: But now it's still more about being first since we cannot
talk about the scale because not so many people are using
all these devices. Some even say that when it comes to new
technologies, we have to be first and we will justify why we
used it later. Do you agree with this statement or do you
think it's more about the benefits of the new technologies
and about the experience?
John: Well, while you were talking, I just thought about
being a rep for music, for a label, who tries to find the band.
And it's a risky job because you can't be sure if the band is
going to be the next hit. There is a huge risk involved in that.
So I think it's more about what Malcolm Gladwell said, You
don't want to be first, you want to be third, because people
who are first tend to make mistakes, the second person
improves on it, and when you are third, then you can come
up with something amazing. So I think that maybe we are
here to watch what's going on, what is great and loud, who's
going to do that first, and then anticipate that maybe we're
going to do that third.
Chris: There are some great examples, especially in social
networks - we had Friendster, My Space, and then Facebook.
There are all these examples of “let people carve out the
path for you and do all the work for you and once it's done
you can say this is the channel I see the opportunity in to
improve upon.
John: So back to your qu-
estion – you want to know
what's first but you don't
want to make mistakes as
first. It's better when some-
body else is doing that and
paying for that.
NH: OK, so let's take au-
gmented reality as an example. Do you believe in this
technology? Because 3-5 years ago, there was a big boom
about AR, and now it is used but in a totally different way.
Chris: When augmented reality first came out, it was a lit-
tle clumsy – you had to have glyphs and readers for those
glyphs. The initial static that came out was overwhelming
and I think that's always like that with technology adoption.
But as we are seeing it now, it's more about practical usage,
for a very specific use – for a one-off, and what I mean by
'one-off' is creating the experience and via this experience
you're going to communicate something. The greatest
example I've seen of this was National Geographic. They
build this augmented reality experience where, for example,
a lion would come up and walk around you, or astronauts
would bounce in front of you.
NH: But I'm not sure if this is still an experience. Everything
is on the screen. A very similar example - the so-called au-
gmented reality mirrors or virtual changing rooms. I'm not
buying it, because it doesn't give me anything special.
Chris: I'll give you an example. We were testing a Coca-Cola
freestyle machine. It's a touch screen soda fountain from
which you can choose over 120 flavors. It's also an augmen-
ted reality. Another example - in American football, there's
a first down line and then this line of scrimmage. When you
are watching television, these two lines are showing you
how far the ball needs to go. That's augmented reality, and
people tend to forget that because they are mainly focused
on how to use their mobile phones. I think all augmented
reality is more of the passive form. And this passive con-
sumption is extremely valuable.
NH: But I mean more active consumption. For example,
digital storefronts. Adidas has introduced it lately in Ger-
many - you can buy clothes simply by swiping them into
your mobile phone. You don't have to scan the QR code.
Chris: I know what you're talking about. This is brilliant
because technology is extending the life of this physical
People who are first tend
to make mistakes, the
second person improves
on it, and when you
are third, then you can
come up with something
amazing.
Internet of Things

Trendbook 201336
store. It might be closed but at the same time it is ticking
24h thanks to the web possibilities.
NH: So there’s a benefit for the consumer.
Chris: The interesting thing about retail and putting digi-
tal things like that is that the retail is going to tackle some
challenges. Technology is really enabling this new way for
people to shop. And it might even be the way that people
are expecting it right now.
John: And it's all about the extra content when standing in
an aisle, holding up this shirt, you look at it and learn more
about it: how to take care of it, the material, other sizes, and
so on. It's about adding premium content around things
that I am exploring. For me, it's about delivering the brand
awareness, understanding the brand, and educating about
the brand.
Chris: We were working on Levi’s. And they're going to start
tagging their clothes with RFID. They're doing it operationally
because they are doing stock loss and inventory tracking,
that type of thing. But it might be as well things like additio-
nal information, users' reviews or videos, whatever.
John: I really appreciate when a brand is educating me so
I feel more inclined to go back to them because I feel vast
interest in that brand, because they've made me smarter,
made me look better…
NH: Don't you think that all of these smart things and
technologies make us think that we are smarter but, in
fact, they make us much more stupid?
Chris: Well, it depends. When you use maps, you are relying
on a piece of technology that tells you how to get there.
But when it comes to things like information and building
on top of something, like we were talking about the retail,
for example, technology is helping me understand details.
I would agree in a sense that technology does enable lazi-
ness sometimes. But, on the other hand, I think it is doing
a lot to educate. There have been plenty of studies and
insights how technology is actually lifting people out of
situations that they are currently in. They may not have
access to information in school but they have it through
other digital means.
NH: We also expect that technology will make our life
easier. Look how we interact with the devices. We don't
have to learn how to interact with them anymore, we
just wave our hands, we talk to them. In the near future,
we will just think and they will respond.
Chris: Raymond Kurzweil has written the theory on singu-
larity. He describes an event where we actually have to fuse
with technology because
artificial intelligence beco-
mes robust and starts thin-
king on its own and starts
to become smarter than
us. In order for us to keep
up with this technology, we
have to fuse with it. And it's
funny when we are talking
about the technology we
know right now. We are
thinking digital because we
are living in a digital rena-
issance of technology, but
technology has always been a part of human history: the
car, the factories. It's not just digital.
NH: I think the main difference in using technology now
and in the past is that nowadays technology has a human
face, don't you think? For example, there is some research
that says 25% of us would like to have a one-to-one con-
versation with vending machines. We would like vending
machines to respond.
John: Have you seen the movie “Wall-e”?
NH: Yes, I have.
John: That's what will happen with us? We will be just sit-
ting around and becoming obese? [laughter] I don't want
to start things against technology, but I hate e-mail right
now. If you want to tell me something, come and talk to
me. I would rather talk to people because we e-mail and
text, and it's all around for so long so you can't actually read
people's emotions. I'm going to the point in my life when
I need to see people respond and feel the emotions that
come out of them.
Chris: Well, I feel like what we are doing right now, especially
the social, e-mail, and all types of communication channels
we are using, it’s just reached the peak. And we might be
going even higher, but I'm wondering if this whole idea of
publishing everything about yourself and constantly being
on-line will, at some point, go down and then the privacy
will become cool again and the interaction will become
Internet of Things
It's funny when we
are talking about the
technology we know
right now.
We are thinking digital
because we are living
in a digital renaissance
of technology, but
technology has always
been a part of human
history.

Trendbook 201337
cool again... You know, I haven't posted anything personal
on Facebook in three years. I have a Twitter account and
have never tweeted.
NH: Why?
Chris: Well, because it’s noise, more and more noise.
NH: Or you are trying to protect your privacy...
Chris: Yes, I protect my privacy, but also I just have enough
noise as it is in my life. So for me, it's like I'm just adding
more and more…
John: It's also brand you need to keep up with, right? When
you are social like that… When you are on Instagram or
Facebook or Twitter, you are brand. Before, there were just
people, that was John and that was Chris, and now we are
the brand of John, the brand of Chris, how do you want to
brand yourself? You have to have the right photo as your
profile photo, you have to say the right things. Whenever
you're typing things, you need to keep it in mind what is
my voice's tone. Is this in line with what I said 2 months ago
because people will backtrack that and check that - well,
it's not what you said then, you were a little different then.
NH: Do you think that this de-teching trend is getting
stronger then, and we are going to stop using technology?
Are we afraid of our privacy loss, about who we are, and
that we have to pretend all the time?
John: In social world, it is no longer about making oursel-
ves happy but taking care
of what other people think
about us. Do they think
I'm funny? Are they going
to follow me? So, the more
things we say or write they
want to read, the more
followers we get. There's
a bunch of schizophrenics
and frustrated people out
there.
Chris: I struggle when I get off Facebook because I am like
“I’ll miss something or people will forget about me.” But my
life wasn't necessarily enriched by all of them. The truth is
that I found more enrichment off-line then I did on-line.
John: The problem is that what people are doing now is
experiencing their life through the screen. It's like we are
not taking time to experience things but we tweet about
them. I think that phones are taking us away from what we
Is the future that awaits us more like the one we know from the film about the robot Wall-e?
Internet of Things
The problem is that
people are experiencing
their life through the
screen. It's like we are not
taking time to experience
things but we tweet
about them.

5 Crucial Internet Trends for the Next Year [report]

5 Crucial Internet Trends for the Next Year [report]

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