March 31, 2013

SXSW 2013 Recap

SXSW Interactive is an annual March gathering for the digerati in Austin, TX A conference for doers, where technology and advance

concepts are reviewed, discussed and work-shopped in multiple forums. Naturally, and by design, it is also a forum for intense networking Topics include marketing, social media, mobile, startups,

innovation, design, programming, technology, gaming and more recently hardware & prototyping 2013 attendance was over 30,000 eclipsing 2012’s

25,000+ and 19,000+ in 2011 1,833 Interactive Sessions 21% international registrants (from 72 countries)

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THEMES Collaborative Economy Emerges Things Get Smarter Grassroots Innovation Disrupts Physical & Digital Collide Wearable Tech Invades Online Reshapes Retail Brands Permeate

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COLLABORATIVE ECONOMY EMERGES

Collaborative economy is powered by the people Power of the crowd and large networks enables scalable services that can

benefit all These services are disrupting existing, embedded industries from travel to

power to dating, bringing new ways to deliver on old concepts

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Storytelling and social-casting expand the “social post” A new type of social application proliferates enabling easier

ways for consumers to tell and share rich, long-form, linear stories and experiences, beyond the post or tweet.

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New niche social nets evolve the community concept further by enabling consumers to engage deeply around specific things

Put your thoughts out to the social net to get others’ opinions or bond around a common one.

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Social Mapping Gets Useful Put your thoughts out to the social net to get others’ opinions

or bond around a common one.

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Social Mapping Gets Useful (con’t) New ways of visualizing data can highlight

patterns that lead to insight.

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WHEN YOU CHECK IN AT 2 AM...

…AND GET FOUR HOURS OF SLEEP...

…YOUR WEIGHT GOES UP TWO POUNDS ONE WEEK LATER.

Connecting different data sources drives new insights Connecting the data across multiple systems becomes one of

the next great Big Data challenges.

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THINGS GET SMARTER

Stuff gets smarter Artificial intelligence and machine learning are driving more

experiences and present a view on what how intelligent experiences can drive more value.

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Example: Unlocking your BMW car

3 steps with No UI 1.A driver approaches her car. 2.The car doors unlock. 3.She opens her car door.

13 steps with BMW 1.A driver approaches her car. 2.Takes her smartphone out of her purse. 3.Turns her phone on. 4.Slides to unlock her phone. 5.Enters her passcode into her phone. 6.Swipes through a sea of icons, trying to find the app. 7.Taps the desired app icon. 8.Waits for the app to load. 9.Looks at the app, and tries figure out (or remember) how it works. 10.Makes a best guess about which menu item to hit to unlock doors and taps that item. 11.Taps a button to unlock the doors. 12.The car doors unlock. 13.She opens her car door.

vs.

Smart interfaces will adapt to people, rather than forcing people to adapt to them

The UI starts to disappear simplifying experiences. Removing steps and making decisions for the user

will drive new, differentiated value propositions.

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GRASSROOTS INNOVATION DISRUPTS

Hardware – 3D Printing/scanning,

3D printing and scanning bring affordable custom manufacturing to business/home

3D printing has been around for awhile, but the cost is finally coming down to enable novices to innovate all new applications.

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3D printed stuff penetrates design and culture From fashion, such as dresses and footwear, to toys, to records,

food and prosthetics, applications continue to inspire.

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Crowdsourcing is driving innovation Lester Chambers renews his career online.

Ouya was funded on kickstarter for $900,000 to develop an inexpensive ($99) open-source gaming platform. Veronica Mars fans pledged $3.2 million in 3 days to

fund a comeback.

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Implications

Solving the world’s most challenging problems Elon Musk continues to disrupt staid industries. As the

founder of Paypal, SpaceX, Tesla and SolarCity he inspired crowds about “furthering humanity” as how he judged his ROI.

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PHYSICAL & DIGITAL COLLIDE

Physical digital mash up Gesture and intelligent interfaces remove the interface NFC replace QR codes Internet of things becomes stuff that communicates

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Gesture based UI removes the interface Gesture-based interfaces creates whole new experiences

for consumers and business.

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NFC will replace QR codes The Samsung lounge had multiple NFC and app demonstrations, music,

and events. Around town there were free cupcakes and free beer offers just for tapping “TecTiles” with an NFC enabled devices. In addition to

multiple events at the experience, they also sponsored a Prince concert.

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Internet of things becomes stuff that communicates VW Smileage connected car app adds incremental layer of

engagement to driving experience.

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Razorfish Tweeting Bikes Free use of bikes to get around SXSW that tweet

comments based on bike riding effort.

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Robot coffee barista prints images on foam GE’s Coffee Barista arms operates similarly to a 3D

printer to pour coffee through a syringe, painting images in a latte's foam.

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Virtually there bring people closer without being closer A remote controlled robot with a video screen and camera allows you

to have tele-presence anywhere. Your robot can roam the halls in another city and keep you involved locally.

With desktop video conferencing already becoming prevalent, this seems like a natural evolution that’s great for business.

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WEARABLE TECH INVADES

Wearable tech

Wearable Tech Cultural Invasion Intersection between clothing, functionality and technology Printable clothing Connected and quantified self

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Google Glass There is tons of interest in the next big consumer

technology which will continue to enhance customers lives in ways we can’t imagine.

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Google Talking Shoe Demonstrates the power of data by translating

movement into communication. 30

Memoto Life-logging Camera takes pictures every 30 seconds, uploads to the cloud and

categorizes groupings in a private and shareable timeline. Raises new privacy issues – will we have to wear warning signs?

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Technology Backlash Movements already are surfacing to help protect

privacy and push back on future “glass elitists”. 32

ONLINE RESHAPING RETAIL

Online shopping features reshape retail 3M hologram enables personalized in-store rep feels human.

Pepsi clear door video display fridge enables engagement opportunity at shelf. Giant touch-screens will proliferate.

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Store navigation gets easier with digital tools Jifiti allows you to gift something for someone while in-store

that they pickup and customize themselves. Walmart and Walgreens innovate with in-store

mapping and coupon systems

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Website-like analytics platforms emerge Retail footfall analysis offered by Vodafone, Experian, and Euclid,

delivers website-like in-store analytics by tracking anonymous cell phones moving nearby or within the space.

Privacy will be a big issue to overcome.

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BRANDS PERMEATE

Significant presence of entertainment brands Given the significant influence of the SXSW audience marketing new properties is a no brainer, with the new spring TV shows leading the way.

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Branded power supports “always be charging” SXSW culture With branded power stations everywhere, power was less of an issue than in

years past where infrastructure couldn’t support the large numbers of people. Samsung offered fully-charged battery swaps for Galaxy

owners via bike messenger.

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AT&T American Airlines Travel Hack-a-thon Generated multiple new travel apps that are more useful than

the ones the travel industry have put out. 1st Place AirPing provides users with live updates for flight

changes and associated information.

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AT&T Teleporter Wrap-around video screen immerses visitors in

another place.

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Beats by Dre "Pill Clinic” Beats by Dre set up a "Pill Clinic" showing off its pill-shaped portable music devices with the "Beats Pill Fix". Doctors and nurses helped people try out the Pill.

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Glad and Keep America Beautiful Provided 13 trash, compost, and recycling areas, diverting much of the festival's waste. To raise consciousness, they partnered with artist Jason Mercier to create a mural of America made from SXSW trash.

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OREO Photo-wall While garnering lots of press for their SXSW sponsorship, their activation/experience wasn’t that memorable and was in an out of the way location.

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Freaky Friskies Grumpy Cat (from the meme) Video Wall Friskies Cat Food took over an entire building’s windows on popular 6th Street with giant cat videos of Grumpy Cat and Bobo from their commercials.

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Mashable Grumpy Cat (the cat from the meme) The most talked about event of SXSW wasn’t a start up, app, Elon Musk or

even Al Gore slamming the NRA in the heart of Texas, it was Grumpy Cat. People waited hours in a three block long line to get their picture taken with

Grumpy Cat, reminding us that at the end of the day, it’s the human emotional element that gets us.

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THANK YOU