Mary Meeker, one of Fortune Magazine’s “ten smartest people in tech”, released her latest set of internet trends data in May. The report, which has been trending ever since, provides an eye-popping picture of future internet tends. It can be found at: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
At Wolff Olins we’re big fans. It was Mary's ‘Reimagination of Everything’ that really captured our attention. In this section of her presentation she takes takes numerous categories and shows how they have been reimagined by social / mobile / local.
Inspired by her ideas, a group of us got together to imagine the future of these categories, providing the ‘Next’ to Mary’s ‘Then: Now’. Our predictions follow.
2. FOREWORD
Mary Meeker, one of Fortune Magazine’s Ten Smartest People in
Tech, released her latest set of internet trends data in May. The
report, which has been trending ever since, provides an eye-popping
picture of future internet tends, you can find it at:
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
At Wolff Olins we’re big fans and it was Mary's ‘Reimagination of
Everything’ that really captured our attention. In this section of her
presentation she takes numerous categories and shows how they have
been reimagined by social / mobile / local.
Inspired by her ideas, a group of us got together to imagine the future of
these categories, providing the ‘Next’ to Mary’s ‘Then: Now’.
Our predictions follow.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 2
3. REIMAGINATION OF COMPUTING DEVICES
THEN NEXT
Desktops / notebooks. Implanted technology commanding the
Internet of Things.
NOW
Tablets / smartphones.
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4. REIMAGINATION OF CONNECTIVITY
THEN NEXT
Fixed lines. Wireless data everywhere.
Wireless power.
NOW
Mobiles.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 4
5. THE REIMAGINATION OF LIFE STORIES
THEN NEXT
Biographies / items Recording and sharing mental
/ exhibitions of famous movies and snapshots.
people or loved ones.
NOW
Facebook timeline
Broad personalized media
discovery
feed / automatically
created / widely
accessible.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 5
6. REIMAGINATION OF NEWS AND INFORMATION FLOW
THEN NEXT
Delayed / dedicated Everyone is a news source (amateur + pro).
reporters and camera Photosynth of news. Choose your angle.
men / regional or
national reach.
NOW
(Twitter) real time
/ citizen reporting
via mobile devices
/ global reach.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 6
7. REIMAGINATION OF NOTE TAKING
THEN NEXT
Pencil + notepad. Ambient recording of everything supported by
auto-aggregation and editing.
NOW
(Evernote).
Always synced /
multi-device / picture +
audio enabled /
searchable
09/07/2012 WWW.WOLFFOLINS.COM PAGE 7
8. REIMAGINATION OF DRAWING
THEN NEXT
Pencil and notepad. 3D drawing. Then printing in 3D
with rapid prototyping.
NOW
(Paper by Fiftythree)
Reusable canvas screen /
creating art anywhere
anytime / digitally
enhanced creation
tools / instant sharing.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 8
9. REIMAGINATION OF PHOTOGRAPHY
THEN NEXT
Dedicated camera / 3D photography. Shoot first.
manually transfer digital Pick your angle and focal point later.
files / develop films.
NOW
(Instagram / Camera+
/ Hipstamatic)
Always with you camera
(smartphone) / instant
digital effects / share /
sync / discover.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 9
10. REIMAGINATION OF DIARIES
THEN NEXT
Hand-written / drawn. Context specific mental photos.
NOW
(Path)
One-tap to add entry
/ multimedia /location
aware / share / Search.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 10
11. REIMAGINATION OF SCRAPBOOKING / ASPIRATION
THEN NEXT
Paper / scissors / glue. Curation of other peoples mental photos.
NOW
(Pinterest)
One-click to pin / share /
follow / always
accessible.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 11
12. REIMAGINATION OF MAGAZINES
THEN NEXT
Piles of print copies. Defined by their communities (co-creating
superior content) not by masthead.
NOW
(Flipboard)
More content / always
accessible up-to-date /
personalized / access
everywhere / interactive
(video and audio) / share.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 12
13. REIMAGINATION OF BOOKS
THEN NEXT
Paper. Unique paper-formats.
Disposable digital versions.
NOW
(Amazon Kindle / Apple
iBooks).
09/07/2012 WWW.WOLFFOLINS.COM PAGE 13
14. REIMAGINATION OF MUSIC
THEN NEXT
Buy albums and CDs 360 degree music ecosystems (do more
in stores / playback with artists, industry and fans). 3D sound.
via dedicated players.
NOW
(Spotify)
Discovery of music
through friends and
experts / instant on
demand streaming
on internet-enabled
devices.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 14
15. REIMAGINATION OF SOUND
THEN NEXT
Tape recorder / hard Everything recorded. Further democratisation
to edit / share. of production software
and editing, especially mobile.
NOW
(Soundcloud)
Record / edit / playback
anywhere / anytime /
on any device / playlist
sharing / discovery.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 15
16. REIMAGINATION OF ARTISTS / CONCEPTS
THEN NEXT
Big screen tributes. Control your superstar.
NOW
Tupac at Coachella
3D / lifelike /
programmable hologram /
bringing past icons back
to life.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 16
17. REIMAGINATION OF VIDEO
THEN NEXT
Physical retail Focus on edit not capture.
/ rental stores. Instagram filters (visual + sound) for video.
NOW
(YouTube / Netflix )
On demand / instant
streaming / accessible
everywhere.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 17
18. REIMAGINATION OF VIDEO CREATION / PRODUCTION
THEN NEXT
Dedicated set / camera Everything recorded. Further democratisation
/ lighting / editing of post-production
equipment. and editing outside the studio.
NOW
(SocialCam / Viddy
/ GoPro)
Live digital effects /
wearable recording
device / real-time
upload / discovery.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 18
19. REIMAGINATION OF DISTRIBUTION
AND MONETIZATION FOR ‘TALENT’
THEN NEXT
(Glenn Beck on Digital busking receiving contactless
Fox News) payment. Live digital speaker corners.
NOW
(GBTV – digital)
With 300k subscribers
and lower production
costs, GB making
materially more money.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 19
20. REIMAGINATION OF HOME ENTERTAINMENT
THEN NEXT
Lean back / Controllable entertainment. Social, interactive
lean forward. and customisable content.
NOW
(Chill)
Curl up – visual layout
/ social discovery /
distribution / interaction.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 20
21. REIMAGINATON OF TV
THEN NEXT
Linear programming / Flipboard for TV. Organised by length
Pre-set channels / Little of tome you want to watch. Reorganising
control over content. channels around content buckets.
NOW
(YouTube Channels /
Bleacher Team Stream)
On demand personalized
content on big screen.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 21
22. REIMAGINATION OF COMMUNICATION
THEN NEXT
Dedicated devices / Access my lifestream.
limited function and range
/ intrusive.
NOW
(Voxer)
Push to talk / voice
message / picture / text /
location / group chat.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 22
23. REIMAGINATION OF NAVIGATION
THEN NEXT
Physical copies of Non-visual navigation. Intelligent traffic lights
map in car / TV, radio based on everyone’s destination.
reporting of traffic info.
NOW
(Waze)
User-generated digital
map / live crowd sourced
traffic data.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 23
24. REIMAGINATION OF SPORTS INFO
THEN NEXT
Professional Match of the day made up of 40,000
commentators / reporters people filming, from every angle.
/ limited coverage and Photosynth and filter.
reach.
NOW
(Bleacher report)
Anyone can be a
contributor / opinion-
oriented analysis /
multimedia / social
and mobile enabled.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 24
25. REIMAGINATION OF HOME IMPROVEMENT
THEN NEXT
Magazines / cable IKEA and and.
TV channels / limited Architects become brands.
interaction with Buildings and interiors become Lego.
consumers.
NOW
(Houzz / One Kings Lane)
Communications
platforms for designers
and consumers / share
/ discover and click
and buy.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 25
26. REIMAGINATION OF CALLING A CAB
THEN NEXT
Long lines during rush Barclay’s jetpacks. Self-fly. Pay per use.
hours / rain / some areas
may not have taxis
roaming on the streets.
NOW
(Uber)
One tap taxi call / location
aware / electronic
payment.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 26
27. REIMAGINATION OF CARS
THEN NEXT
Gasoline / diesel powered Fewer cars.
internal combustion Shared, self-driving taxis.
engine
with exhaust.
NOW
(Hybrid / Electric cars)
Plug in electrical power
train / regenerative break
/ solar panel roof / little to
zero emission.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 27
28. REIMAGINATION OF YELLOW PAGES
THEN NEXT
Heavy printed business List what you want, and suppliers
listings. contact you with the solution.
NOW
(Yelp)
User reviews / pictures.
Recommendations /
location aware / easily
searchable.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 28
29. REIMAGINATION OF COUPONS AND LOCAL SERVICES
THEN NEXT
Non personalized / Social currency.
smaller discounts / easily Pay what you think it’s worth.
lost or forgotten.
NOW
(Groupon)
Personalized / location
aware / instant deals /
group buying discount.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 29
30. REIMAGINATION OF GETTING FOOD QUICKLY
THEN NEXT
Permanent store Personal Whipcar style kitchen.
locations. Neighbourhood kitchens.
NOW
(Kogi Food Truck)
100k twitter followers /
real time location
updates.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 30
31. REIMAGINATION OF CASH REGISTERS
THEN NEXT
Big and odd looking Every chip and therefore every device
machines / receipt is a checkout.
printers and cash
drawers.
NOW
(Square)
Simple and elegant and
square reader / email
receipts / touch signing.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 31
32. REIMAGINATION OF WINDOW SHOPPING
THEN NEXT
Looking through the Stepping into and shopping in windows as
window. experience. 3D vending.
NOW
(One kings lane / fab /
click and buy).
09/07/2012 WWW.WOLFFOLINS.COM PAGE 32
33. REIMAGINATION OF MARKETPLACES
THEN NEXT
Tent and pickup truck Digital activity curates physical markets.
at street-fairs.
NOW
(Etsy)
Integrated platform for
listings / advertising /
payment / inventory
management.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 33
34. REIMAGINATION OF MANUFACTURING
THEN NEXT
Mass production Buy a patent.
of high volume
standardized items.
NOW
(zazzle / shapeways )
Customised /
personalized design
/ 3D printing process).
09/07/2012 WWW.WOLFFOLINS.COM PAGE 34
35. REIMAGINATION OF INSTANT GRATIFICATION,
PERSONAL SERVICES
THEN NEXT
Mass production of high- Generated for you.
volume standardised Custom everything.
items.
NOW
(Zaarly / TaskRabbit
/ Fiverr)
One click and
delivered to you.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 35
36. REIMAGINATION OF IDEA BUILDING / FUNDING
THEN NEXT
Flyers / loudspeakers / Auto digitally formed locations.
dinners / checks.
NOW
(Kickstarter)
Online / social distribution
/ real-time progress.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 36
37. REIMAGINATION OF PERSONAL BORROWING LENDING
THEN NEXT
Borrowers – paper application / Macro lending. Large numbers of people
lengthy approval process / high
interest rates. Investors – little collectively contribute to small loans.
access for retail investors / no
customisation based on risk
tolerance.
NOW
(Lending club)
Borrowers – online appication /
funded in days / lower interest
rates. Investors – easy
customization / diversification /
better returns.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 37
38. REIMAGINATION OF BUSINESS COLLABORATION
THEN NEXT
Meetings / whiteboards / 3D Meeting rooms.
teleconferences. Digital post-its.
NOW
(Salesforce.com /
Yammer / Jive)
Online working groups /
data sharing / instant
messages.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 38
39. REIMAGINATION OF RECRUITING / HIRING
THEN NEXT
Job fairs / campus Career projector algorithm with real-time
recruiting events / paper evaluation of current earning potential.
resumes.
NOW
(LinkedIn)
Online resumes / social
relevancy for recruiters /
searchable skill sets /
endorsements /
recommendations.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 39
40. REIMAGINATION OF FOCUS GROUPS
THEN NEXT
Fixed time / location / Live tracking of your customer base,
small group / no real-time real feeds from market and products.
feedback.
NOW
(Affectiva)
Real-time video emotion
detection and analysis /
effortless participation /
data capture /
‘moodometer’.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 40
41. REIMAGINATION OF DATA
THEN NEXT
Store everything because Predictive data and modelling – pre cogs.
we can do it
inexpensively.
NOW
Data obesity / data quality
issues – how to find a
needle in a haystack.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 41
42. REIMAGINATION OF SIGNATURES
THEN NEXT
Scan / fax / mail to return DNA and soul scanning.
signature page.
NOW
(DocuSign).
Electronic documents /
secure audit trail / instant
e-signature.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 42
43. REIMAGINATION OF HEALTHCARE ACCESS
THEN NEXT
Call to make Managing wellbeing.
appointments / days or
weeks to see doctors.
NOW
(ZocDoc / Teladoc)
On-demand access to
doctors in minutes or
same day / In person or
via phone video call.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 43
44. REIMAGINATION OF LEARNING
THEN NEXT
Taught by teachers. Kids in the workplace.
NOW
Self-taught through
technology.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 44
45. REIMAGINATION OF ENGAGEMENT
THEN NEXT
Buttons / joysticks / D- Mind control.
pads / wires.
NOW
(xbox Kinect)
Camera based gestures /
voice control.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 45
46. REIMAGINATION OF EDUCATION
THEN NEXT
Classrooms / lectures / On the job doing.
reading materials.
NOW
(Codecademy / Coursera
/ Khan Academy)
Interactive / online /
accessible by anyone
anywhere anytime.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 46
47. REIMAGINATION OF REWARDS / SATISFACTION
THEN NEXT
Pat on the back / Real rewards.
appreciation.
NOW
(Klout / Foursquare /
Zynga).
09/07/2012 WWW.WOLFFOLINS.COM PAGE 47
48. REIMAGINATION OF GOVERNMENT SUBSIDIES
THEN NEXT
Gather in town / wait in Global subsidies connected to need.
line to receive subsidies.
NOW
200MM+ farmers in India
receive government
subsidies via mobile
devices.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 48
50. REIMAGINATION OF CRIME AWARENESS
THEN NEXT
Warning signs / Awareness of local and real-time life
community reports. satisfaction. Real-time reporting of crime.
NOW
(SFPD / CrimeMapping)
Centralized database /
customised crime alerts /
mobile viewing.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 50
51. REIMAGINATION OF THERMOSTATS
THEN NEXT
On / off switch and Meteorological forecasts, informing internet of
temperature setting. things, running off smart grid.
NOW
(Nest)
Wi-Fi enabled / auto
learning / auto sensing /
remote control / energy
efficient.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 51
52. REIMAGINATION OF PET CARE
THEN NEXT
Flyers on lamp posts for Live pet-satisfaction monitoring.
missing pets.
NOW
Internet enabled / GPS
tracking pet collars.
09/07/2012 WWW.WOLFFOLINS.COM PAGE 52
53. REIMAGINATION OF FEEDS
THEN NEXT
Feeding trough. Thematic and emotional memory feeds.
NOW
(Facebook news feed /
Ticker / Twitter feed)
09/07/2012 WWW.WOLFFOLINS.COM PAGE 53