The Future of Multimedia: How Tech Will Shape Our Lives

The Future of Multimedia:
futuristic business, applications and service innovation
A Speech for Tunghai University

Hsuan-Yi Wu (Jen)
Digital Marketing Planner, Delta RUBU
9th June 2011
Copyrights© 2011 Hsuan-Yi Wu

吳宣儀 Jen Wu
* MSc Innovation Management
and Entrepreneurship,
Manchester Business School
* B.A.A. in International
Business, National Taiwan
University
現任
» Digital Marketing Planner,
Delta Electronics Renewable
Energy and UPS Business Unit
曾任
» Consultant, Digital Lifestyles
Centre, University of Essex
» Project Manager, Open Innovation
Group, NTU INSIGHT Center

Questions for today.
1. Imagine the world in 2050. How do you expect your life by
then? Describe the environment, the social activity, the
lifestyles, the interaction between people, technology and
society.
2. What is multi-media by definition? What will future multi-
media be like then, how will it influence our life and in what
aspects?
3. How can you leverage your knowledge and skills of multi-
media in life and at work?
4. What’s the potential business? What opportunities are in
front of us?
5. How to develop and achieve the dream in such a world (by
building up your capabilities and creating the value of life)?

Part I.
The Future
World


Method for discussion!

1. Four people in a group
2. Take out your pen and
share your thought of
the questions
3. Each one shares for 2
minutes, and propose a
person to give summary
to all.


Guidelines
1. HAVE FUN!!
2. Speak with your mind and heart
3. Contribute your thinking
4. Focus on what matters
5. Listen to understand
6. Listen together for patterns, insights, and deeper
connections
7. Facilitate yourself & others
8. Link and connect ideas
9. Slow down so you have time to think and reflect

The World in 2050.
the environment, the social activity, the lifestyles, the
interaction between people, technology and society.
10-20 min. for students sharing their imagination and expectation of the world in 2050


The World in 2050.
What will the living environment
be like?
What will people be like?
What
What will technologies
the social activities will be dominant
be like? in our life?

How will the What kind of lifestyles
society evolve? will people have in
urban and rural areas?

The world is constructed and
perceived by the knowledge, the
information and the experience
that you have obtained in life.
這個世界是由我們個人在一生中累積的知識、
經驗及獲得的資訊所產生的認知，進而建構
生成的。


Spiritual Machine
Can the forces of technology and spirituality be
balanced in modern life?
10-20 min. for students sharing the story “Spiritual Machine”

1. The plots, the story, the characters, the concepts, the ideas…

2. The technologies and the lifestyles

3. What forms of multimedia do you see in the story?


Science Fiction Prototype (SFP)
A Science Fiction (SF) prototype uses science
fiction based explicitly on science fact as a
design tool in the development of technology.

Creative Science Foundation
what a technology is (in traditional research)
vs. how this technology will be used (in SFP)
• To provide a virtual reality in which the
implications, problems and benefits of the
technology can be explored.
• To uncover both best case and worst case
scenarios
• To explore the subtleties of how people will
use and interact with the technology

Brian D. JOHNSON, Intel Futurist (2010). Science Fiction for Scientists!! An Introduction to SF Prototypes and
Brain Machines. Creative-Science 2010 (CS'10) Kuala Lumpur, Malaysia. 19th July 2010

Brian David JOHNSON (2010)


The five-step process to build up your own SF Prototype

Step 1: Pick Your Science and Build Your World
THE OUTLINE
Step 2: The Scientific Inflection Point
Step 3: Ramifications of the Science on People
Step 4: The Human Inflection Point
Plot
Step 5: What Did We Learn? Film 1

The world is on your hands!
Knowledge is Power.


Science
Mental Disorders and ICTs
Chan Practice Human Inflection
iSkin-intelligent surfaces
iWorld-artificial avatar
virtual-reality immersive learning environments
emotion sensing
artificial friends
wearable computer system
Living Labs
What Did We Learn?
Scientific Inflection
Ramifications


The tagline of the story!

Spiritual Machine
"There is always some madness in love.
But there is also always some reason in madness."
- Friedrich Nietzsche, German philosopher
(1844 - 1900)


Where is the story from?

Spiritual Machine
“A child born today in the United Kingdom stands a ten times
greater chance of being admitted to a mental hospital than to a
university... This can be taken as an indication that we are driving
our children mad more effectively than we are genuinely
educating them. Perhaps it is our way of educating them that is
driving them mad.”–R.D. Laing, British psychiatrist, 1927-89)


Spiritual Machine-Abstract
In this Science Fiction Prototype (SFP) we explore the evolving
relationship between technology and people. We do this by
considering what may seem two irreconcilable aspirations of the
human condition; the desire for utilizing ever increasingly
sophisticated science based technology in our life whilst at the
same time preserving the spiritual values that make us human.
Superficially it would seem that these two forces in our life are
pulling us in opposite directions. Can the forces of technology
and spirituality be balanced in modern life? To investigate this
issue we invent a future in which nano-computing technology is
available for sale in many forms. One form is smart-paint called
“iSkin” which, when painted on surfaces, turns them into
interactive multi-media mediums. The characters in this story use
this “magical” paint to create an immersive reality environment,
the “WonderHome” in which reality and virtuality become
confused in an intoxicating mix of sensory experiences that
causes a madness known as “Obsessive-Compulsive Technophilia
Disorder (OCTD)”. In the story a cure to this emerges in the form
of the ancient Chinese practice of Chan, a form of Buddhism.

The Scenarios of Deirdre in the WonderHome intelligent environments

This world, where technology became an intimate part of people’s lives,
brought both great benefits and huge dangers. In this story we explored
the mismatch between the remorseless ability of technology to provide
24/7 synthetic experiences, and people’s mental ability to cope with it.
In doing this we fantasise that this mismatch has lead to the
proliferation of a terrible mental disorder; Obsessive-Compulsive-
Technophilia Disorder (OCTD) that rendered people akin to zombies, or
the living dead. People’s love and obsession for technology in this
extreme form had created an overly deep symbiosis with technologies
ending up with a type of madness. But how could this be treated?

In our story, the unlikely marriage between the future (mind blowing
nano-technology) and the past (ancient Buddhism) emerge as allies to
save the world.
In the ultimate marriage of technology and spirituality, our machines
(robots, avatars etc) may deliver consciousness, emotions and physical
looks that are indistinguishable from people. Its conceivable that such
future technology could lead to people literally falling in love with
humanoid robots (ie technology), in the same way as people from
different races fall in love with each other. Of course love feeds our
spiritual being, taking us to the heights of bliss when it works, but
dragging us down to depths of despair when it fails. As a parting
thought we ask, will the day ever come to pass when advanced robots
would need to use our Spiritual Machine? If it did then, on the one
hand, it would be a huge triumph for our scientific achievement, but,
on the other hand, it would pose us with profound questions about
our unique place in this existence! In that sense, maybe the methods
and ideas arising in Chan Practice (and, indeed, other religions) are the
ultimate test for science and AI. Copyrights© 2011 Hsuan-Yi Wu

Spiritual Machine
Its conceivable that such future technology could lead
to people literally falling in love with humanoid robots
(ie technology), in the same way as people from
different races fall in love with each other. Of course
love feeds our spiritual being, taking us to the heights of
bliss when it works, but dragging us down to depths of
despair when it fails.
10-20 min. for students sharing reflections from the story


Are you Interested in writing
your own SF-Prototype?
Everyone can be a writer!
All you need is a kick-off.


Maybe think
about writing
something for
a workshop I
help organise.

http://www.creative-science.org/

Part II.
The Future of
Multi-media
Film 2

Multi-media
• How is multi-media defined?
• How will future multi-media perform, how
will it influence our life and in what aspects?
• How can you leverage your knowledge and
skills of multi-media in life and at work?
• What’s the potential business? What
opportunities are in front of us?


What is Multi-media?
= a plural form of medium
= media and content
= a combination of different content forms
(text, sound, images and video)
= encoded formats converting data to
displayable information


The construction and evolving of multimedia
analog digital
data

1950-1990 1990-2020 2020-2050
Infrastructure
基礎建設

Hardware (medium)
硬體 (媒介、載具)

Software (content)
軟體 (內容)

Skills
技術 (人才)

Business models
information

商業模式

Lifestyles
生活形態

IEEE MultiMedia
• pervasive media services;
• Web-based multimedia services;
• media streaming;
• media processing and authoring tools;
• content protection and security;
• media analysis, indexing, and integration;
• 3D and multimedia vision systems;
• real-time content processing;
• cross-disciplinary arts and media;
• interactive multimedia;
• multimodal biometrics;
• mobile multimedia tools and systems;
• personalization;
• cross-modal ontologies;
• multimedia affective computing; and
• novel applications in areas such as education, caring for
individuals with disabilities, medicine, and entertainment.

http://www.computer.org/portal/web/multimedia/about

The future applications of multimedia:
It is not so far away; in fact, it is happening now!
Information Interaction Animation Virtualization

• education (e-learning, gaming…);
• entertainment (music, film, gaming…);
• promotional and advertising purposes (digital
signage, Kiosk, mobile apps…);
• e-publications (e-books, e-zines…);
• modeling and simulation (3D animation); public
information (mobile service…)
多媒體的演進：資訊呈現方式的改變；創作工具的進化；播放媒介及
載具的進化；多媒體在各領域的應用；多媒體科技進步產生的新服務。

Film 3,4,5 Copyrights© 2011 Hsuan-Yi Wu

Conclusions

Multimedia applications Service innovation

Futuristic business

Multimedia is not just a combination of media components.
The values lie in the service created and based on multimedia.
It provides new life experience to consumers; And most of all,
it makes our life meaningful!
多媒體不再只是單純的宣傳工具，他賦予消費者生活意義，並帶來新的人生體驗。


Part III.
Your Future
Your Career
Your Life

Why are we here?
Why do you go to university?


英國留學生活分享
Jen Wu ． Presentation for NCNU∣22 Oct 2010


MA/MSc
Master of Arts/Master of Science

vs.
MBA
Master of Business Administration


U.S. major business schools ranking U.K. major business schools ranking
Wharton(UPenn)-1 London Business School-1
Harvard-3 Cambridge-26
Stanford-4 OXford-27
Columbia-7 Manchester Business School-29
MIT-9 Cass(City)-32
Booth(U of Chicago)-12 Cranfield-34
Yale-15 Imperial College-37
Tuck (Dartmouth)-18 Lancaster-41
Duke-20
Northwestern-21 France major business schools ranking
U of Michigan-24 Insead-4
Carnegie Mellon-41 HEC(Paris)-18

China major business schools ranking Australia major business schools ranking
Hong Kong UST Business School-6 Australian School of Business(UNSW)-35
Ceibs-17 Melbourne Business School-53

Singapore major business schools ranking Canada major business schools ranking
National University of Singapore School of U of Toronto-46
Business-23 U of Western Ontario-46
Nanyang Business School-33 McGill-57

• UK study can develop International employability:
 language fluency
 confidence
 effective communication skills
 business and working experiences
 cultural awareness / open mindedness
 independence, motivation and adaptability


How do you
spend the year?
Term 1 with four courses
Exam periods

Term 2 with four courses
Exam periods

Sep-Dec: Term 1 Feb-Apr: Term 2 June-Aug: Thesis
Xmas Vacation Easter Vacation Sep-Nov: Marking
Jan: Exam May: Exam Dec: Graduation


The way they teach:
 Lecture
 Seminar
 Case study
 Presentation
 Group work
 Individual assignment


The way you study:
 Preview the slides
 Take notes
 Ask questions
 Discuss with
classmates
 Prepare in advance,
think through
afterwards


Employability –what do employers want to see?
Specialist knowledge Self awareness
1 6 - Career planning
- Relevant modules
- Relevant dissertation
Drive / initiative / analytical ability
7 - Outside interests, experience
Business / Industry Commercial
2 awareness - Dissertation project, MLP
- Follow industry developments International mindset
- Network with employers 8 -Language development, experience
- Online communities cultural integration
Academic ability
3 - Result Job Search Strategies
- Marketing yourself
Relevant experience
4 effectively and
- Volunteer, network
developing evidence of
Interpersonal skills- Team-working leadership your skills
5 - Group project, insights, volunteering, other - Professionalism,
interests, developed networks. networks
- Active in societies

Recruiting
Timeframes


•Possible Pitfalls
 English Language
 Research Methods
 Plagiarism and Academic Malpractice
 Regulations and Deadlines
 Health and Safety Issues
 Personal Problems

 The important things to deal with
at the first week:
 map and location
 bank account
 tuition fees  swipe card
 accommodation fees Tips:
 internet Make friends
 mobile number and get to
 others... know the
British!!!

成功的人創造機會，
失敗的人等待機會。


天下的事情，沒有輕輕鬆鬆、舒舒
服服讓你能獲得的，凡是一定要經
過苦心的追求、經驗，才能真正明
瞭其中的奧妙而有所收穫。
－王永慶


人生的道路上，總有諸多的岔路，每一個選擇，都
考驗著智慧。人的一生，最終要追求的不是聰明、
不是財富、不是成功、不是愛情、也不是名望，而
是和諧與安心，是伴我們度過難關的智慧，是悲天
憫人的慈悲。每個人的心中都該有一把秤，一盞明
燈，引領我們走向光明坦蕩的前程。


Employability
 Competitive advantage
 Life-long learning ability


Build up your capabilities.
Create the value of your life.
在職場，多元而不失專業。
在人生，活到老，學到老。


It is encouraged to study or go abroad.

Why?
How? 如何準備出國？
What? 該做哪些準備？
When? 何時去？
Where? 去哪？

It’s never about “you”
as a person.

But you as part of the
society and the world.

亦願
不你
留們
下的
任人 Thanks for
何生
遺時 your
憾時
。充
attention!
滿 Welcome for
希
望 Questions.
，
Jen Wu 吳宣儀
happyjen1107@gmail.com
(my email, Facebook, and msn)


The Future of Multimedia: How Tech Will Shape Our Lives

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