SXSW 2017 – Tuesday 14th March

Wow, suddenly the level went down (except Badass buying power: The Rise of Millennial Women & NASA). Panels were less structured or content was simply not interesting to stay at the entire session. Of course, it was easier to get into sessions… go figure.

12:30-13:30  – Five use cases Defining VR and Mixed Reality

  • Nonny de la Pena, Emblematic Group
  • Robert Scoble, Upload VR
  • Shawn Dubravac, Consumer technology association

SXSW2017-Five use cases Defining VR and Mixed Reality

Apple launching 3D maps. For Nonny, tech is there now to capture your world with depth

  • Dating: people will scan themselves;
  • Entertainment will change e.g. Games of throne in 3D
  • Training, whether it’s plumbing tutorial or surgery, we’ll see a shadow of the body of people training us

For Shawn, AR & VR are an extension of blurring lines of physical and digital. Digitisation and sensorisation and connection to internet drives personalisation & customisation ie. to the Internet of me.

Justice: Juror of the future will be brought to the crime scene

In 7 years, we will have ‘memorise everything’ in our lives eg. Faces of people we met few years back, where did we leave our keys. We’ll type with our eyes.

  • Telepresence: occupy robots e.g. Nonny interviewed someone in Barcelona while the body of a robot was moving.
  • Sephora’s working on AR makeup. Augmented product colour matched to your own colour. Brands experimenting news ways of engaging with customers.
  • Hotel without registration desk, robots taking you to the room with sensors on your eyes. Employees assisting you with augmented glasses. Hotels are 50 years assets. Hardware deployment takes time. It will change in 20-40 years.
  • Experiments in cities with landing pad for drones to deliver at your house. But it will take a while.

For Nonny, journalism will provide the capture from the ground – this is particularly crucial for millennials not used to read newspaper. For Shawn, this opens classes of work and jobs eg. expert views that see what I see to troubleshoot issues (Use case with mum and troubleshooting).

If Amazon doesn’t have the visual, you will be able to switch to Walmart to see toilet paper options.

Voice recognition: Even when wearing a watch, we’re asking Alexa what time it is because it’s more convenient. This will be worked out in next 10 years.

For Nonny, retail space where people don’t shop anymore is a good place for VR. Location-based entertainment will have a social trajectory as a son can not fit all his friends in a living room & spends most time online. AR stories attached to places e.g. the guy whose street is named after or a car accident that happened there. For Shawn, AR will fit more naturally in environment than VR, watching game as collective experience.

VR is stronger than morphine to manage pain (eg. Washington hospital trial). Same with emotional pain.

  • Education with volume would help (e.g. Geometry in math)
  • Interior design is another obvious use case for VR
  • Where do I want more without even knowing it, last point of friction like vacuum robot (now vacuuming all the time), asking more questions through voice recognition
  • Construction, buildings i.e. Big capital projects will benefit from VR e.g. Navy 3D model of ship 

Content creation

  • AI personalising the news for you eg. Coby Ryan dancing next to you when he’s won the game
  • 4 years before you can watch a football game in your kitchen table with camera capturing volumetric

Travel and VR

  • Not only show places but walk back in time will become a greater reality.
  • Crowd sizing, measuring size of a crown will be possible.

Nonny concluded with: There will be propaganda so learning to distinguish real from fake and critical thinking will be crucial.

14-15 – Retail innovation: reshaping customer experience

  • Bethany Biron, Glossy/Digiday
  • David Coulson, Strategist CI&T
  • Fernando Wanderley, Head of technology Ancar Ivanhoe shopping malls
  • Garima Agarwal, Kohls digital innovation

Fernando explained that as a mall they don’t their customers as brands own relationship with them. Installing wifi helped gather data and heat maps and build partnerships with brands to map retailers successful.

Garima mentioned that Tech is changing everything, so fast that it’s hard to keep up for retailers. It’s still about understanding customers who are changing. You can design for a channel or customer or tech but need agility & nimbleness to evolve the experience to address driverless car, connected home.

  1. Understand data
  2. Build long term relationship
  3. Understand customer

That’s a dynamic system to adapt to changing behaviours and patterns (no shit Sherlock). Digital lab evaluates tech and sees value for business, gives access to startup, accelerator programs.

… Platitude after platitude, I didn’t stay.

15:30-16:30 – Badass buying power: The Rise of Millennial Women

  • Edwin Beadle, Acura marketing
  • Jon Birger, author of DATe-ONOMICS
  • Kristina Durante, social psychologist, professor of marketing at Rutgers Business School (TEDx TALK)
  • Samantha Skey, Chief Revenue Officer SheKnows Media

Gen Z and millennial women will be highest earners by 2025.

SXSW2017-Badass buying power-Rise of Millennial Women5

Acura TVC Drive like a boss: Acura is a 30 year old brand, over indexing on millennials, not your typical luxury brand. Hatched launched Femvertising awards 2 years ago with great success.

Gender fluidity with Gen Z is even greater as older millennial women are raising kids as working mums, top executives. Only 3% of ads are seen as clever or funny = this is a huge opportunity for marketers.

Dove early adopter 12 years ago with real beauty. It worked for the bottom line hence why it became a movement.Although it worked for functional product like soap, lotion. For cosmetics, study shows that ad showcasing average people wouldn’t work as product is supposed to enhance beauty, make women more attractive.

SXSW2017-Badass buying power-Rise of Millennial Women6

17-18 – NASA’s cooler than you think

  • Laura Tenenbaum, NASA
  • Stacy Shuts, Johnson space center

SXSW2017-NASA cooler than you think

NASA studies earth, using airborne planes and boats, measuring climate, how much ice melts, rise of ocean temperature.  Laura has been doing this for 5 years in a row now.

They’re dropping probes from a hole in a plane to measure the ocean temperature: it takes 5min from sea level to 1km down and then provides data in real time to scientists in the plane.

SXSW2017-NASA cooler than you think2

Even after we stop burning fossile energy, we will still need to manage the effect of climate change because we not only raised the temperature of the atmosphere but raised the temperature of the ocean and water retains temperature for a long time.