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CONVERGENCE 2O1O / 1O COOL
THINGS THAT COULD HAPPEN THIS
YEAR...OR NOT.      Dan Shust - Resource Interactive’s RI:Lab
                                    Twitter: @getshust Hash: #convergence2010




                                                                      Image: flickr / r.f.m II
                                                        © Copyright 2010 Resource Interactive


                                                                                                 1
CONVERGENCE / THING O1
Social becomes the thread.



                         © Copyright 2010 Resource Interactive


                                                                 2
THING O1 / Social becomes the thread.



Social networks (mostly facebook) will
solidify themselves as the real-time thread
that holds our digital existence together.
Our messaging, news, brand interactions,
entertainment, search will all be delivered
and filtered based on our social graph.


                                        © Copyright 2010 Resource Interactive


                                                                                3
THING O1 / Social becomes the thread.




                      Facebook Wall

                                        © Copyright 2010 Resource Interactive


                                                                                4
THING O1 / Social becomes the thread.
        Mobile                                     Microsoft Xbox




                                                           Nintendo DSi




Visio IPTV
                                  Jonas Brothers
                                            © Copyright 2010 Resource Interactive


                                                                                    5
CONVERGENCE / THING O2
Location matters.



                    © Copyright 2010 Resource Interactive


                                                            6
THING O2 / Location matters.




Your current location (and location habits)
will further enhance the delivery of your
digital experiences. Content will become
increasingly aware of its surroundings and
configure itself accordingly.



                                   © Copyright 2010 Resource Interactive


                                                                           7
THING O2 / Location matters.




                               Mastercard




Gowalla




                                                               Foursquare




          Sit or Squat
                                            © Copyright 2010 Resource Interactive


                                                                                    8
CONVERGENCE / THING O3
Entertain me now.



                    © Copyright 2010 Resource Interactive


                                                            9
THING O3 / Entertain me now.




Custom cloud-based entertainment (audio,
video, gaming, etc.) will be available in real-
time, at all locations and on all platforms.




                                     © Copyright 2010 Resource Interactive


                                                                             10
THING O3 / Entertain me now.
Onlive




                                                                        NPR




                  Slingplayer




                                Indiana Jones
         Sirius
                                                © Copyright 2010 Resource Interactive


                                                                                        11
CONVERGENCE / THING O4
Birth of the frontchannel.



                             © Copyright 2010 Resource Interactive


                                                                     12
THING O4 / Birth of the frontchannel.




Experiences and interactions typically
relegated to the “backchannel” will become
more important (and engaging) than the
original content. People will “tune in” to live
events for the “frontchannel” interaction.



                                        © Copyright 2010 Resource Interactive


                                                                                13
THING O4 / Birth of the frontchannel.




                                 Vizio Internet Enabled TV
              Video Link: http://www.youtube.com/watch?v=X4juwUcbzVc

                                                                       © Copyright 2010 Resource Interactive


                                                                                                               14
THING O4 / Birth of the frontchannel.




                                    MLB iPad App
              Video Link: http://www.youtube.com/watch?v=EB7_N22xZf0

                                                                       © Copyright 2010 Resource Interactive


                                                                                                               15
CONVERGENCE / THING O5
Commerce atomizes.



                     © Copyright 2010 Resource Interactive


                                                             16
THING O5 / Commerce atomizes.




Along with the typical channels, commerce
experiences will be increasingly available in
non-traditional locations...social networks,
iMedia, gaming, mobile, etc.




                                    © Copyright 2010 Resource Interactive


                                                                            17
THING O5 / Commerce atomizes.
            Carmax
JanSport

                                                        Polyvore




                     Polo Rugby                       Adidas



                                  © Copyright 2010 Resource Interactive


                                                                          18
THING O5 / Commerce atomizes.
                                1-800-Flowers




Off the Wall




                                Hitman DVD
                                                           Barnes & Noble

                  Polo Rugby
                                                © Copyright 2010 Resource Interactive


                                                                                        19
CONVERGENCE / THING O6
Life is a game.



                    © Copyright 2010 Resource Interactive


                                                            20
THING O6 / Life is a game.




Game theory and mechanics will infuse all
our digital activities. We will be increasingly
“rewarded” for even the smallest behaviors
both individually and as part of a group.




                                     © Copyright 2010 Resource Interactive


                                                                             21
THING O6 / Life is a game.
                                                        MyTown
                    CauseWorld
 Facebook Friends




                                         Gowalla Pins




       YouTube



                                              Foursquare Mayorship
                                 Nike+
                                                         © Copyright 2010 Resource Interactive


                                                                                                 22
CONVERGENCE / THING O7
Interactive Products.



                        © Copyright 2010 Resource Interactive


                                                                23
THING O7 / Interactive products.




We will become conditioned to the
expectation of having digital interactions
with physical objects.




                                   © Copyright 2010 Resource Interactive


                                                                           24
THING O7 / Interactive products.
                                 Google Goggles/Shopping
Red Laser


                                                                        Blick Magazine




      Golf Digest

                    The Weather Channel
                                                           © Copyright 2010 Resource Interactive


                                                                                                   25
CONVERGENCE / THING O8
Your reality will be augmented.



                          © Copyright 2010 Resource Interactive


                                                                  26
THING O8 / Your reality will be augmented.




The Holodeck?
Maybe not, but our immersion opportunities
are getting more interesting.




                                        © Copyright 2010 Resource Interactive


                                                                                27
THING O8 / Your reality will be augmented.
Home Depot




                                                   Adidas




             Hallmark




                              USPS

                                        © Copyright 2010 Resource Interactive


                                                                                28
THING O8 / Your reality will be augmented.
                                 Lego




                                                                    Yelp!




Tobi Fashionista




                               Samsung
     Microsoft Project Natal
                               Samsung   © Copyright 2010 Resource Interactive


                                                                                 29
THING O8 / Your reality will be augmented.




                               Microsoft Bing AR Maps
            Video Link: http://www.youtube.com/watch?v=9QFvfHXkd2o

                                                                     © Copyright 2010 Resource Interactive


                                                                                                             30
CONVERGENCE / THING O9
Digital is the new paper.



                            © Copyright 2010 Resource Interactive


                                                                    31
THING O9 / Digital is the new paper.




Consumer tablet computers (like the iPad)
will usher in a new era of publishing...and
the reinvention of paper. (Interactive, social,
e-commerce enabled paper that is.)



                                       © Copyright 2010 Resource Interactive


                                                                               32
THING O9 / Digital is the new paper.
                                    Apple iPad
Sports Illustrated Tablet Concept
Sports Illustrated




         Google Tablet Concept



                                                 © Copyright 2010 Resource Interactive


                                                                                         33
THING O9 / Digital is the new paper.




                                WIRED Tablet Prototype
             Video Link: http://www.youtube.com/watch?v=LlPzu82Dwr0


                                                                      © Copyright 2010 Resource Interactive


                                                                                                              34
THING O9 / Digital is the new paper.




                              Microsoft Courier Prototype
             Video Link: http://www.youtube.com/watch?v=UmIgNfp-MdI


                                                                      © Copyright 2010 Resource Interactive


                                                                                                              35
CONVERGENCE / THING 1O
Rise of the connected things.



                          © Copyright 2010 Resource Interactive


                                                                  36
THING 1O / Rise of the connected things.




Convergence you say? When my bathroom
scale can tweet my weight to all my
followers, we will have converged ;)




                                           © Copyright 2010 Resource Interactive


                                                                                   37
THING 1O / Rise of the connected things.



                                                    WiThings WIFI Scale




                                           © Copyright 2010 Resource Interactive


                                                                                   38
THING 1O / Rise of the connected things.
                   MIcrosoft Sync




                                            Fitbit




Poken


                                    Nike+

                                                © Copyright 2010 Resource Interactive


                                                                                        39
Thanks / About
Dan Shust - As a leader in Resource Interactive’s research and development lab, Dan is responsible for finding,
understanding and applying emerging media for clients in the digital space. His deep knowledge and enthusiasm
for evolving trends like the real-time web, distributed ecommerce and hyperconnectivity through mobile and
augmented reality—to name a few—helps Resource Interactive’s clients create well-balanced innovative
experiences. His unique blend of creative, business and technical experience makes him a favorite among clients
where he speaks in real terms about how emerging technology will affect their brands. He is regularly called into
projects to drive big ideas for clients such as Victoria’s Secret, VS PINK, Sherwin-Williams, Apple, and a wide array of
Procter & Gamble brands, among others. Dan is frequent contributor to the Advertising Age’s Digital Next Blog,
and has been featured in other media outlets such as USA Today, Business Week, Internet Retailer and the E-
Commerce Times. Additionally, Dan is a highly sought-after speaker, having taken the podium at events for SXSW,
National Retail Federation, Online Market World, Internet Retailer, and several Fortune 500 brands.
The RI:Lab - The RI:Lab is the innovation nerve center of Resource. Part think tank, part product development arm,
it’s a nucleus of multidisciplinary resources and services designed to help clients ideate and fast-track the
development of extraordinary multichannel consumer experiences.
Resource Interactive - Resource Interactive is one of the nation’s top-rated agencies with offices in Columbus,
Cincinnati, and Palo Alto and more than 300 associates. Founded and headquartered in Columbus, Ohio, our
Midwestern work ethic keeps us grounded without limiting our global reach. Now in our 29th year, Resource leads
Fortune 500 companies around the world through an ever-evolving internet economy. We bring research-driven
insights to our work, creating bold opportunities for consumer engagement and competitive advantage.
www.resource.com



                                                                                               © Copyright 2010 Resource Interactive


                                                                                                                                       40

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SXSW Convergence 2010 Dan Shust

  • 1. CONVERGENCE 2O1O / 1O COOL THINGS THAT COULD HAPPEN THIS YEAR...OR NOT. Dan Shust - Resource Interactive’s RI:Lab Twitter: @getshust Hash: #convergence2010 Image: flickr / r.f.m II © Copyright 2010 Resource Interactive 1
  • 2. CONVERGENCE / THING O1 Social becomes the thread. © Copyright 2010 Resource Interactive 2
  • 3. THING O1 / Social becomes the thread. Social networks (mostly facebook) will solidify themselves as the real-time thread that holds our digital existence together. Our messaging, news, brand interactions, entertainment, search will all be delivered and filtered based on our social graph. © Copyright 2010 Resource Interactive 3
  • 4. THING O1 / Social becomes the thread. Facebook Wall © Copyright 2010 Resource Interactive 4
  • 5. THING O1 / Social becomes the thread. Mobile Microsoft Xbox Nintendo DSi Visio IPTV Jonas Brothers © Copyright 2010 Resource Interactive 5
  • 6. CONVERGENCE / THING O2 Location matters. © Copyright 2010 Resource Interactive 6
  • 7. THING O2 / Location matters. Your current location (and location habits) will further enhance the delivery of your digital experiences. Content will become increasingly aware of its surroundings and configure itself accordingly. © Copyright 2010 Resource Interactive 7
  • 8. THING O2 / Location matters. Mastercard Gowalla Foursquare Sit or Squat © Copyright 2010 Resource Interactive 8
  • 9. CONVERGENCE / THING O3 Entertain me now. © Copyright 2010 Resource Interactive 9
  • 10. THING O3 / Entertain me now. Custom cloud-based entertainment (audio, video, gaming, etc.) will be available in real- time, at all locations and on all platforms. © Copyright 2010 Resource Interactive 10
  • 11. THING O3 / Entertain me now. Onlive NPR Slingplayer Indiana Jones Sirius © Copyright 2010 Resource Interactive 11
  • 12. CONVERGENCE / THING O4 Birth of the frontchannel. © Copyright 2010 Resource Interactive 12
  • 13. THING O4 / Birth of the frontchannel. Experiences and interactions typically relegated to the “backchannel” will become more important (and engaging) than the original content. People will “tune in” to live events for the “frontchannel” interaction. © Copyright 2010 Resource Interactive 13
  • 14. THING O4 / Birth of the frontchannel. Vizio Internet Enabled TV Video Link: http://www.youtube.com/watch?v=X4juwUcbzVc © Copyright 2010 Resource Interactive 14
  • 15. THING O4 / Birth of the frontchannel. MLB iPad App Video Link: http://www.youtube.com/watch?v=EB7_N22xZf0 © Copyright 2010 Resource Interactive 15
  • 16. CONVERGENCE / THING O5 Commerce atomizes. © Copyright 2010 Resource Interactive 16
  • 17. THING O5 / Commerce atomizes. Along with the typical channels, commerce experiences will be increasingly available in non-traditional locations...social networks, iMedia, gaming, mobile, etc. © Copyright 2010 Resource Interactive 17
  • 18. THING O5 / Commerce atomizes. Carmax JanSport Polyvore Polo Rugby Adidas © Copyright 2010 Resource Interactive 18
  • 19. THING O5 / Commerce atomizes. 1-800-Flowers Off the Wall Hitman DVD Barnes & Noble Polo Rugby © Copyright 2010 Resource Interactive 19
  • 20. CONVERGENCE / THING O6 Life is a game. © Copyright 2010 Resource Interactive 20
  • 21. THING O6 / Life is a game. Game theory and mechanics will infuse all our digital activities. We will be increasingly “rewarded” for even the smallest behaviors both individually and as part of a group. © Copyright 2010 Resource Interactive 21
  • 22. THING O6 / Life is a game. MyTown CauseWorld Facebook Friends Gowalla Pins YouTube Foursquare Mayorship Nike+ © Copyright 2010 Resource Interactive 22
  • 23. CONVERGENCE / THING O7 Interactive Products. © Copyright 2010 Resource Interactive 23
  • 24. THING O7 / Interactive products. We will become conditioned to the expectation of having digital interactions with physical objects. © Copyright 2010 Resource Interactive 24
  • 25. THING O7 / Interactive products. Google Goggles/Shopping Red Laser Blick Magazine Golf Digest The Weather Channel © Copyright 2010 Resource Interactive 25
  • 26. CONVERGENCE / THING O8 Your reality will be augmented. © Copyright 2010 Resource Interactive 26
  • 27. THING O8 / Your reality will be augmented. The Holodeck? Maybe not, but our immersion opportunities are getting more interesting. © Copyright 2010 Resource Interactive 27
  • 28. THING O8 / Your reality will be augmented. Home Depot Adidas Hallmark USPS © Copyright 2010 Resource Interactive 28
  • 29. THING O8 / Your reality will be augmented. Lego Yelp! Tobi Fashionista Samsung Microsoft Project Natal Samsung © Copyright 2010 Resource Interactive 29
  • 30. THING O8 / Your reality will be augmented. Microsoft Bing AR Maps Video Link: http://www.youtube.com/watch?v=9QFvfHXkd2o © Copyright 2010 Resource Interactive 30
  • 31. CONVERGENCE / THING O9 Digital is the new paper. © Copyright 2010 Resource Interactive 31
  • 32. THING O9 / Digital is the new paper. Consumer tablet computers (like the iPad) will usher in a new era of publishing...and the reinvention of paper. (Interactive, social, e-commerce enabled paper that is.) © Copyright 2010 Resource Interactive 32
  • 33. THING O9 / Digital is the new paper. Apple iPad Sports Illustrated Tablet Concept Sports Illustrated Google Tablet Concept © Copyright 2010 Resource Interactive 33
  • 34. THING O9 / Digital is the new paper. WIRED Tablet Prototype Video Link: http://www.youtube.com/watch?v=LlPzu82Dwr0 © Copyright 2010 Resource Interactive 34
  • 35. THING O9 / Digital is the new paper. Microsoft Courier Prototype Video Link: http://www.youtube.com/watch?v=UmIgNfp-MdI © Copyright 2010 Resource Interactive 35
  • 36. CONVERGENCE / THING 1O Rise of the connected things. © Copyright 2010 Resource Interactive 36
  • 37. THING 1O / Rise of the connected things. Convergence you say? When my bathroom scale can tweet my weight to all my followers, we will have converged ;) © Copyright 2010 Resource Interactive 37
  • 38. THING 1O / Rise of the connected things. WiThings WIFI Scale © Copyright 2010 Resource Interactive 38
  • 39. THING 1O / Rise of the connected things. MIcrosoft Sync Fitbit Poken Nike+ © Copyright 2010 Resource Interactive 39
  • 40. Thanks / About Dan Shust - As a leader in Resource Interactive’s research and development lab, Dan is responsible for finding, understanding and applying emerging media for clients in the digital space. His deep knowledge and enthusiasm for evolving trends like the real-time web, distributed ecommerce and hyperconnectivity through mobile and augmented reality—to name a few—helps Resource Interactive’s clients create well-balanced innovative experiences. His unique blend of creative, business and technical experience makes him a favorite among clients where he speaks in real terms about how emerging technology will affect their brands. He is regularly called into projects to drive big ideas for clients such as Victoria’s Secret, VS PINK, Sherwin-Williams, Apple, and a wide array of Procter & Gamble brands, among others. Dan is frequent contributor to the Advertising Age’s Digital Next Blog, and has been featured in other media outlets such as USA Today, Business Week, Internet Retailer and the E- Commerce Times. Additionally, Dan is a highly sought-after speaker, having taken the podium at events for SXSW, National Retail Federation, Online Market World, Internet Retailer, and several Fortune 500 brands. The RI:Lab - The RI:Lab is the innovation nerve center of Resource. Part think tank, part product development arm, it’s a nucleus of multidisciplinary resources and services designed to help clients ideate and fast-track the development of extraordinary multichannel consumer experiences. Resource Interactive - Resource Interactive is one of the nation’s top-rated agencies with offices in Columbus, Cincinnati, and Palo Alto and more than 300 associates. Founded and headquartered in Columbus, Ohio, our Midwestern work ethic keeps us grounded without limiting our global reach. Now in our 29th year, Resource leads Fortune 500 companies around the world through an ever-evolving internet economy. We bring research-driven insights to our work, creating bold opportunities for consumer engagement and competitive advantage. www.resource.com © Copyright 2010 Resource Interactive 40