1. By: Andrew Galvagni
University of Louisville
COMM 303

2.  Diffusion
 Moore's Law
 Critical Mass
 Uses & Gratification
 Long Tail

5.  A traditional demand curve has most use at the
head of the curve and not much at the tail
 This is caused because only a few major networks
select to broadcast only programs that appeal to a
majority of viewers
 New technology is giving users access to niche
content
 Access to content through the Internet give
opportunity to more niche content through the tail

6.  In 2023, web cams will be
embedded into many devices
 It will bring people together
across distances so they can
participate in social events
together
 See what each other are doing
 Feels like being in the same
room
 Share holidays together
 Watch entertainment together
 Families and social
relationships are much closer
 Most business meetings are
now done through video
conferencing

7.  Critical mass was key to adoption because enough
people started using this to make it attractive and
better than phone calls
 Diffusion theory –
 Ease of use was made possible because manufacturers put the
technology in their devices so people could try it out
 People were used to using Skype and Face Time so this new
technology was compatible and a natural extension
 It met a social need of bringing people closer (especially
family and friends who live far away) demonstrating
use & gratification theory
 It met a business need by saving money for travel and
making conference calls more dynamic

8.  The technology is
highly popular because
people can choose when
to use it
 It fulfills a need when
seeing someone is
important, but meets a
need for privacy
because it can be turned
off (uses and
gratification theory)
 It has not totally
eliminated regular
phone calls
“”No Mom, I
didn’t cut class”

9.  In 2023, everyone gets their
entertainment live streaming
from the Internet
 People watch their favorite
programs on demand whenever
they want on many devices --
TVs, laptops, phones
 People store their favorite movies
in their personal clouds so they
can access them anytime
 People can always find
something to watch - there are
hundreds of special programs to
meet different interests

10.  Screens are
everywhere - they are
paper thin, large and
can be moved around
easily
 TVs have webcams so
people can watch TV
together from remote
areas

11.  People use
gestures and their
voices to control
their TV - remotes
are gone

12.  Long Tail - Because people are getting streaming
content, they don't have to depend on network
programs
 Niche programming has exploded, resulting in hundreds of
new programs that appeal to unique interests
 Diffusion – Using gestures is easier than having
remotes. Users can try it before throwing out their
remotes. No more lost remotes is a major benefit
 Uses and Gratification – The ability to download a
wide variety of programming and the improvements in
T.V. screens were adopted because they met peoples’
needs for entertainment

13.  In 2023, everything is
wireless and computers
are powerful and cheap
 Computers are small
and lightweight because
components are
miniature
 There are virtual
keyboards and mice,
and screens are
everywhere - every
surface can be a screen

14.  In 2023, everyone
has a smart phone
because they are so
cheap
 They are small, thin
and even flexible
 Most people use
their phone as their
PC, and it can be
worn as a watch

15.  The smart phone is an
all-in-one device with so
many features
 It is a sophisticated
computer
 People just swipe their
phone
 It has their ID
 It pays for things because
the phone has bank
account information and
all of a person's credit
cards

16.  The smart phone is the
hub that other devices in
the home talk to
 There are tiny processors
and sensors in everyday
objects and clothing
• These objects talk to each
other over the Internet
and send us messages
through our smart phones
• This will create smart
environments because the
devices will anticipate our
needs and take actions to
help us (Ambient
Intelligence)

17. • Objects in our home know
our routine and help us out
 Turns lights out when we
leave
 Turns down thermostat
 It knows our routines, so it
starts our car for us
 Our refrigerator knows what
food we need –
 tell it what we want to cook
 sends us a grocery list,
 emails the grocery store for us to
pick up on our way home from
work
 Knows our personal calendar
and recommends what to wear
and tells us if clothes are dirty

18.  In 2023, the use of the Internet will have grown
exponentially
 The Internet of Things will result in more than 100 billion
Internet connected objects that will communicate
through embedded sensors to create smart environments
 Clouds will hold information, eliminating the need for
devices to have hard drives
 This will allow people to use small portable computers
 People will get everything they need by downloading it – no one
has PCs and with hard drives and wires
 People will shop more on the Internet because there is
more selection than what is in stores, and so there will be
less stores - more warehouses for Internet purchases

19.  People like clouds -they
don't have to worry about
losing documents or
pictures
 They store everything and
people stream whatever
content they want through
all types of devices
wherever they are
 People use multiple clouds
 Personal ones - personal health
records, movies, banking
information
 Others --Work and school

20.  Moore's Law
 These changes have occurred due to the continued
exponential increase in computer speed, memory,
reduction in size, and cost
 Microprocessors allowed computers to be embedded
in objects for smart environments
 Critical Mass
• Merchants and banks had to set up systems to enable people to
use smart phones to conduct financial transactions to speed
adoption of expanded smart phone use

21.  Diffusion
 People were able to try use of phones for payment, but it was a
natural expansion of using debit cards instead of checks
 Clouds have advantages over hard drives because content is
not lost, it is more mobile, and people were already
comfortable with downloading and could try using clouds
before switching everything
 Smart environments started when major manufacturers of
home appliances, TVs, and phones put many computers in
their products and partnered with home builders to show case
them
 As people started to buy and use these products, their popularity grew
leading to more objects with embedded computers and an expansion of
smart homes

22.  Uses and Gratification
 Using one device – the smart phone – for a PC and
for financial transactions was more convenient and
met a need
 Smart Environments were seen as beneficial because
they made life easier, helped people save money,
and gave people more leisure time

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