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The Meaning of (Branded) Pervasive Technology in Public Space Picnic 2010, Amsterdam, September 24 th Peter van Waart Internet of Things: The Fall of Democracy?
image: http://www.photoeverywhere.co.uk   Public space
Public space: who owns the place? infrastructure, cultural heritage, safety, …  media, consumption goods, retail, leisure, … collective needs freedom(?) of choice citizens, inhabitants, users - humans - State Corporations People
Pervasive technology  in public space ,[object Object],[object Object],[object Object],What companies can do:  meaningful branding
Meaningful branded pervasive systems Those pervasive systems and applications that enhance social capital as collective goods  involving shared goals and values  and social norms of reciprocity, are most usable to be of  meaning  over time Carroll, J.M. & Mentis,H.M. In: Schifferstein et al., 2008
Meaning
[object Object],[object Object],[object Object],George H. Mead.  Mind, Self and Society (1934). The Philosophy of the Act (1938). Meaning is in the mind of the beholder Meaning
human values Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Process of interpreting meaning things
Human values [email_address]
Human values The wordle displays the  terminal values defined by Rokeach, M. (1973).  The Nature of Human Values.  New York: The Free Press. “ desirable, transsituational goals, varying in importance,  that serve as guiding principles in peoples’ lives”  (Schwarz, 2003)
Human values drive behaviour guiding principles in life -> lifestyles ,[object Object],[object Object],[object Object],[object Object],Bourdieu,  Distinction , 1984.
How to comply to value segments on a national scale … Mentality® Motivaction Waarden-gebaseerde segmentatie
 …  and an international scale?
Brands Collected by Martien Heijmink
Brands and human values in the Experience Economy Pine & Gilmore,  The Experience Economy , 2000. Illustration: niculina@flickr.com
[object Object],[object Object],[object Object],[object Object],[object Object],Meaning is in the mind of the beholder Brands and meaning
Brand values and human values
human values brands Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Brands should adapt to human values to be of meaning
Meaningful interactive pervasive technology in public space ,[object Object]
Peter van Waart [email_address] http://nl.linkedin.com/in/petervanwaart/ @petervanwaart Council, a Thinktank for The Internet of Things Rotterdam University of Applied Sciences School of Communication, Media and Information Technology Research Group Human Centered ICT [email_address] www.humancenteredict.nl Thank you!

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The Meaning of (Branded) Pervasive Technology in Public Space

  • 1. The Meaning of (Branded) Pervasive Technology in Public Space Picnic 2010, Amsterdam, September 24 th Peter van Waart Internet of Things: The Fall of Democracy?
  • 3. Public space: who owns the place? infrastructure, cultural heritage, safety, … media, consumption goods, retail, leisure, … collective needs freedom(?) of choice citizens, inhabitants, users - humans - State Corporations People
  • 4.
  • 5. Meaningful branded pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis,H.M. In: Schifferstein et al., 2008
  • 7.
  • 8. human values Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Process of interpreting meaning things
  • 10. Human values The wordle displays the terminal values defined by Rokeach, M. (1973). The Nature of Human Values. New York: The Free Press. “ desirable, transsituational goals, varying in importance, that serve as guiding principles in peoples’ lives” (Schwarz, 2003)
  • 11.
  • 12. How to comply to value segments on a national scale … Mentality® Motivaction Waarden-gebaseerde segmentatie
  • 13. and an international scale?
  • 14. Brands Collected by Martien Heijmink
  • 15. Brands and human values in the Experience Economy Pine & Gilmore, The Experience Economy , 2000. Illustration: niculina@flickr.com
  • 16.
  • 17. Brand values and human values
  • 18. human values brands Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Brands should adapt to human values to be of meaning
  • 19.
  • 20. Peter van Waart [email_address] http://nl.linkedin.com/in/petervanwaart/ @petervanwaart Council, a Thinktank for The Internet of Things Rotterdam University of Applied Sciences School of Communication, Media and Information Technology Research Group Human Centered ICT [email_address] www.humancenteredict.nl Thank you!