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OUT OF THE BLUE iAM 3/4 .HERE EDITORIAL The Digital Revolution is all around us. The impact of digitization on Under the overarching theme iAM, we have developed four established businesses, institutions, and start-ups is profound, and different concepts. is opening up new dimensions to deliver products and services and .me: How individualism and personalization take on new to interact with customers. dimensions with digital. However, perhaps even deeper than the industry changes are .now: How digital is changing our perception of time and our use the underlying changes that digital is having on our personal of resources and professional lives. In a positive feedback cycle, users foster the development of innovations and, at the same time, change .here: How digital is broadening the concepts of place behaviors and preferences upon using them. The expectation of and presence technology to make our lives easier and faster is growing. As digital continues changing what we do, the question arises: is digital .mind: How digital is affecting our minds and our attention changing who we are? The material is crowdsourced and linked for further reference Out of the Blue digs into these changes: new behaviors, new and reading. We are only scratching the surface and invite you to preferences, and new social mores that are emerging with such a join us on this journey. The chapters .me and .now have already strength and transformative power that we could be witnessing the been released. dawn of a new concept of the self: the i.AM. Knowing how individuals evolve in the digital revolution will be – Oliver Wyman’s Communications, Media and Technology practice critical for business and institution. Out of the Blue’s purpose is to contribute to this knowledge. 2 “ Are our devices turning us into a new kind of human?” – Amber Case, cyborg anthropologist, TED Radio iAM Digital is an integral part of our lives. Technology is blurring the lines between the digital, physical and biological spheres while reshaping our perception of space and time and even the concept of our identity or persona. The expectation of technology to make our lives easier and faster is growing. As digital continues changing what we do, the question arises: is digital changing who we are? 4 iAM INDEX .ME How individualism and personalization take on new dimensions with digital. .NOW How digital is changing our perception of time and our use of resources .HERE How digital is broadening the concepts of place and presence .MIND How digital is affecting our minds and our attention Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission 5 How digital is broadening the concept of place .HERE and presence Digital is broadening our concepts of presence and place, changing not only the way we communicate with each other, but also how we interact with our surroundings. Advances in virtual reality (VR) and augmented reality (AR) – also referred to as mixed reality (MR) – are opening doors to immersive experiences in which people can enter fictional parallel worlds or blend aspects of the virtual and real world to augment the concept of space. The technologies hold promise to bring us closer together. They open up endless possibilities for collaboration, communication, and storytelling. 6 “ Reality isn’t half bad. If we can enhance it and optimize it a little bit, that could be a really cool thing.” – Noah Kraft, Doppler Labs 7 “ We’ve never been content with living one life, because we either want to share ours, or feel somebody else’s. We are fundamentally limited to our own points of view – but it is human nature to try to broaden our perspective. For me, that’s where Virtual Reality comes in.” – Danfung Dennis, CEO and founder of Condition One 8 A BRIGHT FUTURE VIRTUAL REALITY VERSUS AUGMENTED REALITY .HERE – THE DAWN OF Virtual reality immerses users in an artificial world … Virtual reality creates an experience of total immersion by A “MIXED REALITY” using a PC, console, or smartphone to run an application via a headset which secures the display before the user’s eyes and by way of inputs that may involve tracking head and hand Recent advancements in virtual reality, augmented reality, and a movements, controllers, voice commands, on-device buttons, mix of the two known as “mixed reality” are enabling us to tinker track pads, etc … with and enhance our surrounding worlds, or to temporarily VR is one of the most immersive ways to tell a story: What immerse ourselves in a virtual world. happens inside a headset allows users to experience something, Big technology companies, including Facebook, Google, rather than simply observe it. Researchers have found that the Microsoft, Samsung, Sony, and Nintendo, and a wide array of in-person view that VR creates is so intense and emotionally startups, such as Magic Leap, Meta, The Void, and Atheer, are taxing that people often need to take a break after a short racing to put forward their vision for making virtual reality the viewing period. new platform for computing and communication. … While augmented reality (or mixed reality) adds elements to our real worlds … Augmented reality applications add contextual layers of information onto our surroundings in the form of 3D graphics, by using cameras sophisticated computer vision, artificial intelligence and deep learning. 9 The phone is the golden path to how we get to a billion users.” – John Carmack, Oculus chief technology officer A REALITY BECOMING REAL PROMISING DEVELOPMENTS IN HARDWARE AND PLATFORMS After the failure of the Google Glass, the past year has seen a raft of The smartphone is central to many AR and VR offerings, and is successful launches of various VR headsets, including the Oculus Rift, seen as a key to reaching a wider audience. Vive, Samsung Gear, Meta 2, Microsoft HoloLens, as well as several announcements (and rumors) of other VR devices in the making. VR & AR HARDWARE: FROM $0.15 TO $3,000 MOBILE-CENTRIC VR AND AR PLATFORMS Stand-alone VR headsets: Oculus Rift $599, Vive $799, Microsoft In May 2016, Google announced a mobile VR platform Daydream HoloLens $3,000, Project Alloy (Intel and Microsoft) end 2017. In as part of the Android Nougat operating system. Daydream the works: Magic Leap. includes a set of standards and reference designs for smartphones to display VR content coming from partners like HBO, Netflix, Tethered headsets using computers: Meta 2 $949; using game Hulu, and video-game makers. Google also has an AR platform consoles: Sony PlayStation VR release November 2016 $399, called Tango. Microsoft Xbox One early 2017; using smartphones: Google Daydream View $79, Samsung Gear VR headset $100, Xiaomi Mi In August 2016, Baidu announced an AR platform DuSee that VR Play headset will be available for beta testers for $0.15 shortly, uses the camera on smartphones, sophisticated computer vision, Google Cardboard $5, Zeiss VR One, Mattel View-Master VR and deep learning to understand and then augment a user’s $29.99, Freefly VR $69. surroundings. It’s being integrated into Baidu’s mobile apps, including the company’s core search app for iOS and Android. AR handsets: Lenovo Phab 2 Pro (Tango enabled) $499. 10 We react to virtual stimuli and are changed by virtual experiences as we would be if they had happened in real life.” – Jeremy Bailenson, Founding director of Stanford University’s Virtual Human Interaction Lab THE IMPACT OF VR ON OUR MINDS (1/2) HOW VR TRICKS OUR MINDS INTO BELIEVING SOMETHING IMAGINARY IS REAL, AND HOW SOCIAL IT IS According to Rony Abovitz, CEO of VR startup Magic Leap, VR is something that happened to us. An experience in a virtual world the most advanced technology where humans are still an integral will feel authentic – just as if we had experienced it in the real world. part of the hardware. The sense of presence felt in a virtual headset is created not by the screen but by the neurology of our brains. And like most experiences, the best ones are those we share with Kent Bye, founder of the podcast Voices of VR, says that VR talks to others. People who have tested the latest VR systems, have been our subconscious mind like no other media. blown away by how social the experience was and how sharing a virtual experience made it exponentially better. All the experiences we have in a virtual world will be experienced by us as if they were real. Furthermore, we remember VR experiences not as a memory of something we saw, but as 11 [Virtual reality] connects humans to other humans in a profound way I’ve never before seen in any other form of media, and it can change people’s perception of each other.” – Chris Milk, film producer “Clouds Over Sidra”, a UN VR portrait of life in a refugee camp THE IMPACT OF VR ON OUR MINDS (2/2) HOW VR CAN BE USED TO BRING OUT THE BEST – AND POTENTIALLY THE WORST – IN US Studies at the Virtual Human Interaction Lab at Stanford University money for our retirement. These changes last even after we leave have shown that virtual reality changes behavior, and that when we the virtual realm. when we step into virtual bodies, we conform to the expectations of how those bodies appear. However, the power of VR to manipulate bodies and faces in virtual reality could also be used to persuade and manipulate people, If an avatar is taller than we are in real life, we become more confident. a fact that has led social scientist Nick Lee to the concept If we have a particularly attractive avatar, we become friendlier.

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