Alacrity is the Key [Low Latency Advertising]

EveryWare: The Mobility of the Earth

[The embedded videos don't play in Chrome, but they do in Firefox. Honest.] 

Here is my presentation from the IAB Mobile Event on Monday. 

Correction: Here is my deck, which may not make a lot of sense without me presenting it.


The slides are just visual aids. And - as Russell said recently, presentations should be PERFORMED.]

So I was going to write up each slide, but in some way I prefer not being too prescriptive and letting you make up your own mind about what they mean.

Fortunately, a nice mobile marketing reporter has done a thorough write up of the salient points which you can read here.

It begins by pointing out that Everyware is stolen from the book of that name by Adam Greenfield about the internet of things and the future of ubiquitous computing. 

As Adam himself recently pointed out, he wrote it in 2006, before the iPhone changed the mobile landscape, and so it doesn't take into account how much the ubiquitous computing future would be a function of mobile phone technology. 

The second quote is from Copernicus. 

He was a smart dude and renaissance type polymath, who dabbled in astronomy mostly as a hobby.

[That would be cognitive surplus then.]

He began to suspect that, contrary to what EVERYONE ELSE IN THE WORLD believed, and what our senses tell us, that the sun didn't go around the Earth.

So he went back to older sources before Ptolemy to find anyone else who had suspected this, and he found some, which helped him light the way to a cogent heliocentric model of the solar system.

So my points were: sometimes we can use the past as a lens to help us look into the future, when we do look fowards we are often heavily biased by the concerns of the present, and that sometimes the thing we are focusing on gets in the way, and maybe it's the other stuff that's moving. 

Then I show one of the awesome YOU WILL ads from AT&T in 1993, directed by David Fincher, featuring the voice of Tom Selleck. 

There were remarkably prescient, got so much right, but little elements anchor it to its time - they foresee 3G enabled iPads, but they think we will use them to send faxes from the beach. 

The ideas and examples are, of course, plundered from the hivemind, from Shirky et al and all of you, and I thank you.