arteq 04-28-42015
TRANSCRIPT
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New user experiences in physical spaces for a totally new generation of users: 5 things the IoT is changing forever
Massimo Cortinovis @cortimax
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1.Millenials: how different they are from previous generations
2.The new way of attending events and exhibitions
The starting points
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Millennials!Millennials, also known as Generation Y or the Net Generation, are the demographic cohort that directly follows Generation X. Howe and Strauss define the Millennial cohort as consisting of individuals born between 1982 and 2004.
Millennials grew up in an electronics-filled and increasingly online and socially-networked world.
55 percent have posted a selfie or more to social media sites versus 20 percent of Generation X. Millennials are generally comfortable with the idea of a public Internet life. This comfort with social media means they are good at self-promotion and fostering connections through online media.
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Millennials (and younger)!
“On average, french boys
and girls aged 13-19 spend
13h30’ online every week”
Source: Ipsos 2015
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Millennials (and younger)!
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Millennials!
“28% of germans aged
18-29 visit YouTube several
times per week, compared
to 10% of germans aged
30-49.”
Source: Goldmedia 2015
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Millennials!
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Millennials!
“83% of US millennials use
social sources for information
about arts and culture.”
Source: Associated Press
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Millennials!
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1.A reduced long-term memory
2.Lower periods of attention
3.Faster decisions
Millennials!
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Experientialists: Baby Boomers spectate, Generation X and Millenials
participate.
We must design a most powerful experience!
Technology is rapidly converging our physical and digital world
The internet of things. Internet embedded into our environments
The new spectator, the new visitor
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"We're trying to make going to a physical building more like
going to a website" Lath Carlson, the San Jose Tech Museum
"The idea is to personalize a visitor's museum experience and
then couple that with a Web portal," says Carlson. "So once
you've gone through the museum, you can later share your
experiences online with others and together build upon them
over time."
So what’s going on?
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So what’s going on?
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So what’s going on?
"It's also shaped like a pen because it gives visitors the explicit permission to go and do things,"
says Seb Chan, the museum's director of digital and emerging media. "It's like 'Hey, we've given you a
pen.' 'What do I do with a pen? Oh! I create stuff. Right, obviously I'm here to create stuff.' "
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1
A more powerful experience
2
Personal involvement in the experience
3
Social Sharing
The three must have’s in physical experiences
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5 things the IoT is changing forever
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People must be connected to enjoy a better experience in physical spaces. Will
they want to do it?
“Privacy, in the Millennial eye, is mostly a concern of functional settings
limiting who sees their online shares.” - Source: TechTarget.com
Case Study: Disney Magic Band - connect and enjoy powerful experiences!
1. Registration and Profiling
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Disney Magic Band
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By authenticating a user as he enters in a physical space and makes a new
experience, it is possible to make such experience personalized and memorable.
Authentication can happen thanks to a wearable device which interacts with a
sensor.
Due to the low price of sensors and computing it is now possible to embed the
Internet widely in physical spaces.
Case Study: AC Milan Museum
2. Authentication
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Rewarding experiences in the physical places need to include:
a.personalization of the experience
b.some fun
c.immediate possibility to share the experience
A powerful experience will make the user want to share it on line thus
spreading the message.
Case Study: Cooper Hewitt Smithsonian National Design Museum
3. New Rewarding Experiences
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New Generations do not want to spectate. They want to be part of the
experience and they want to share it.
Facilitating the social experience is key to increasing the reach through
viralization
4. Social Sharing
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Connected users and their actions are easy to monitor.
Monitoring is key to consistently enhance the initiatives and to measure the ROI.
5. Monitoring
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5. Monitoring
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@cortimax
Thank you