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Winter/Spring 2014

Inside The Connected Why We Launched the R/GA Connected Devices Accelerator

Designing For Google Glass: Six Things To Future is Now Consider Retail Goes Hyperlocal

Mindful Datapoints and The Lost Art of Restraint

Features:

Quantified Self, Qualified Life

Design Considerations for Wearable Tech

Building Connected Ecosystems The Value Of Big Data R/GA FutureVision Winter/Spring 2014 2 R/GA FutureVision Winter/Spring 2014 3

Contents 03 Building 32 - 33 Why We Launched the R/GA Connected Devices Accelerator Richard Ting Connected EVP, Global Creative Director

Ecosystems 34 - 35 Bringing Your Home to Life Thanks to the Internet, household appliances are becoming part of a digital device ecosystem.

36 - 37 Retail Goes Hyperlocal David Womack, Executive Creative Director, Mobile & Social Platforms Geolocation technologies like iBeacon allow new possibilities for interacting with in-store shoppers. 4 - 5 Mobile Is Driving the Next Wave 00 Editor’s Note of Transformation. 38 - 39 Mobile Intelligence, Connected Cars Jonathan Greene From Fred Flintstone’s foot-powered car to self-driving cars, our vehicles Managing Director, Mobile and Social Platforms now connect to mobile networks for safer, more efficient transportation.

40 - 41 The Digital Infrastructure of Tomorrow’s Smart Cities The next generation of cities will look similar to today’s cities, 8 - 9 Why We Quantify but will include a layer of digital intelligence that streamlines 01 Quantified Self, Tracking self-metrics to make incremental life improvements is the collection of real-time municipal information. not a new idea, but technology has supercharged the process. Qualified Life 42 - 43 Cogs in a Connected Ecosystem 10 - 11 A Day in The Life of a Self-Tracker Wearable technology, connected appliances, smart homes, Sensor-enabled wristbands have become a mainstream way and digitally integrated cities are all cogs in a connected ecosystem. to track fitness, but new devices give people details about nearly every aspect of their waking (and sleeping) lives.

12 - 13 The Future of Advertising isn’t Big Data. 46 - 47 Algorithmic Attention It’s Earned Data. 04 The Value of Nick Katsivelos, Nick Law, VP Managing Director, Technology & Strategy Global Chief Creative Officer Big Data The new face of personal data and why brands need to catalyze In the future, ads will need data, but data will not need ads. the creation of personal APIs

14 Data Doesn’t Equal Motivation 48 - 49 Turning Personal Data into Proactive Intelligence Data collection has gotten easier, but brands are realizing that providing The accumulation of personal information, when combined with environmental personal statistics alone is not enough to get people off the couch. data, can be used to provide a type of proactive intelligence.

15 Decentralizing Health Care: 50 - 51 Unlocking Innovation through Open Data From Self-Tracking to We-Tracking Will Turnage, VP Technology & Invention, Technology Self-tracking, quite obviously, emphasizes the self, but tracking behavior on a community wide, or even global scale, is the new frontier. Because digital services are the gateway to everything we do, nearly all of our activities are quantified. How do we get individual data streams talking to each other?

52 - 55 Mindful Datapoints & the Lost Art of Restraint 18 - 19 How Smartwatches Streamline Jess Greenwood, 02 Design Our Mobile Interactions Planning Director, Insights & Planning Big data’s only big because we made it that way, but it’s never too late Considerations Smartphones have emerged as the dashboards of our lives. to learn self control. Welcome to the age of mindful data – when you take Wrist-worn devices promise to provide a much easier way to access what you need and not a byte more. the wealth of information stored on them. for Wearable 56 - 58 Putting Data at the Heart of the Brief 20 - 21 Head-Mounted Displays are Technology Jesse Green, Finding Their Audience Associate Data Scientist, Data Visualization While the technorati have gushed over head-mounted displays like Johnny Dwyer, Google Glass, the majority has voiced privacy concerns or ridiculed Associate Creative Director, Data Visualization them for their geek factor. Data has become a fundamental part of our culture and economy. 22 - 25 Designing for Google Glass: Creating data-driven experiences is as much art as it is science. Six Things to Consider Managing Data in a Post-Privacy World Michael Piccuirro, Amid fears of government snooping and predatory ad targeting, Director, Product & Technology, Prototype Studio there is a new demand for services that empower consumers to take Hands-free applications are still in their infancy, but are poised control of their data. to revolutionize how brands connect with consumers.

26 - 27 Why Wear Tech? Wearable technology can deliver access to new services and experiences, like secure user authentication and life logging, 60 - 61 What Is FutureVision? while helping wearers stay in the moment. Back 28 - 29 Making Kids’ Wearables Kid-Friendly Nicole Cardoza, Mobile Strategist, Mobile & Social Platforms

Designed with tiger moms in mind, the market for children’s 62 Product Links wearables is growing fast. But how can we make wearables for kids, well, more kid-friendly? Appendix R/GA FutureVision Editor’s Note 4 R/GA FutureVision Winter/Spring 2014 5 Editor’s Note:

Mobile is Driving the Next Wave of Transformation.

Jonathan Greene Managing Director, Mobile and Social Platforms

In the past twenty years, mobile shared in the last two years than in 21st century. Brands that are able phones have evolved from bulky com- the history of the planet. We’re only in to adapt and provide direct value to munication devices to smart, central the nascent stages of collecting and consumers will be leaders in the years networking hubs, connecting users to harnessing this data, and finding value that follow. As you read through this nearly every aspect of their lives. Our within the disparate data streams issue, we hope you will be as excited mobile phones have quickly become remains a massive unmet challenge. as we are for our connected future. supercomputers, and with their But the accumulation of this data Ultimately, we hope to help our readers, increasingly smart capabilities have promises to deliver new types of pre- clients, and partners navigate the next emerged as the driving force behind dictive intelligence, which brands wave of mobile change. Let’s do this! the rise of wearable devices and the can leverage to create increasingly gateway to the Internet of Things. personalized experiences for con- sumers, anticipating their needs Because of smartphones, we’re now before they’re even aware of them. living in a reality that mirrors our science fiction dreams. Samsung’s Galaxy Gear It’s a future bright with possibilities, is Dick Tracy’s smartwatch, the Scanadu but it isn’t without risk. Both con- Scout is the Star Trek tricorder, and sumers and brands will have to be while not quite airborne,Google’s cautious as to how they use this data, autonomous vehicles are a match for striking a delicate balance between the Jetsons’ flying car. Welcome to our privacy and utility. Consumers will new reality,connected and poweredby need to be cognizant of how and mobile devices. what they share, and in return, brands will need to be careful not With the abundance of smartphones, to exploit their privileged access. wearables, and Internet connected devices flooding the market, thereis a Mobile is well positioned to grow massive amount of data being produced. and transform not only advertising, More data has been created and but nearly every business in the R/GA FutureVision Winter/SpringQuantifiedWinter/Spring Self, 2014 2014 Qualified Life 6 R/GA FutureVision Winter/Spring 2014 7 01/ Quantified Self, Qualified Life R/GA FutureVision Quantified Self, Qualified Life 8 R/GA FutureVision Winter/Spring 2014 9 Why We Quantify Digital technologies have super-charged the tracking process, enabling users to passively record and transmit data without direct input.

The quantified self movement encour- have certainly gained insights, manual ages the recording of personal metrics tracking remains a tedious process for self-reflection, self-monitoring, and that requires active, diligent input. Digital self-improvement. The quantified self technologies have super-charged the movement isn’t just about measuring; tracking process, enabling users to the larger goal focuses on making passively record and transmit data incremental life improvements with data. without direct input. This shift toward To quote Ben Franklin, one of the original passive tracking has made it infinitely founding fathers of the quantified self easier to capture robust sets of per- movement, there is an inherent intrinsic sonal data and has accelerated the value to self-tracking: “I was surprised quantified self movement. to find myself so much fuller of faults than I had imagined, but I had the satisfaction The recent growth of passive self- of seeing them diminish.” tracking can be attributed to sensors getting smaller and cheaper, the ubiquity Ben Franklin famously tracked 13 virtues of smartphones, and social media and in a journal every day, proof that recor- cloud computing making it acceptable— ding personal metrics is hardly a new and feasible—to share everything. idea. From Ben Franklin in 1790 to Gary Wolf and Kevin Kelly in 2007, people –Jeff Squires & Allie Walker have measured their daily activities. For decades, athletes have manually record detailed notes on their training sessions, and similar tactics have long been used to combat health problems for people with dia-betes or hypertension. Anyone who has ever counted calories or made a note of her menstrual cycle has also participated in self-tracking. While individuals who have recorded personal metrics through manual techniques R/GA FutureVision Quantified Self, Qualified Life 10 R/GA FutureVision Winter/Spring 2014 11 A Day in the Life of the Self-Tracker

Fitness Tracking Wristbands Accelerate Quantified Self Movement A Day in the Life of Today’s Self-Tracker Sensor-enabled devices have quickly become a mainstream way for users to track their fitness and have made it simpler While Sleeping At Work Preparing Dinner In Bed Beddit measures your heart rate, breath- Rise tracks how long you sit and tries Prep Pad kitchen scale helps cooks by Spreadsheets quantifies your sex life. for those users to gather and analyze their personal data. Nike has been a pioneer in advancing consumer self-tracking, ing, and lighting conditions to compile to get you to sit less and move more. visualizing the nutritional mix of foods. And if you’re trying to conceive, Glow a singular quality sleep score. measures your fertility cycles. launching into the space as early as 2006 with the introduction of the Nike+ Sports Kit, a sensor pod that connected with Taking A Break the user’s iPhone or iPod. But it was the introduction of a fitness band, theNike+ FuelBand in 2012, that really gave Getting Ready PIP uses galvanic skin response to While Eating Withings’ smart body analyzer scale measure how stressed users are. The AIRO wristband can tell wearers momentum to the quantified self movement, streamlining tracking through a single, simple measure, “Fuel.” The market tracks your weight, heart rate, and body how much they’ve eaten and even how composition, and sends the data to At The Gym healthy it was. was soon flooded with competing fitness bands likeJawbone Up, Fitbit Flex, and Basis Band, which now help a dashboard app for easy monitoring. PUSH measures the wearer’s velocity, athletes track their daily activities. While these fitness tracking bands provide valuable insights into physical activity, they power, and force while tracking reps Brushing Teeth Morning Commute and sets. Beam is an app-connected toothbrush don’t paint a complete picture of a wearer’s overall health and wellness. To fill in the gaps, a host of tracking devices has Mobile apps like Moves passively track that tracks hygiene habits, including your location and identify modes of At Yoga frequency, duration, and time spent in emerged to give people details about nearly every aspect of their waking (and sleeping) lives, as seen below: transportation: walking, jogging, biking, Move from Electric Foxy helps guide each quadrant of the mouth. or driving. wearers into correct alignment. R/GA FutureVision Quantified Self, Qualified Life 12 R/GA FutureVision Winter/Spring 2014 13 The Future of Advertising isn’t Big Data. It’s Earned Data

Nick Law Global Chief Creative Officer

In the future, ads will need data, but data will not need ads.

For a business that sells creativity, can also inform product development. and customer have a vested interested world is rapidly filling with connected advertising has shown a startling If you believe Messrs. Levy and Wren, in sharing a data set? The customer devices and sensors that are being failure of imagination about its the best way to future-proof a holding willingly offers his data because he using to track, inform, transact and future. The prevailing opinion seems company is to merge it with another, to knows he’ll get something valuable in socialize. Soon the world will be to be the future our industry is just make Big Data bigger. If the agency’s return. The marketer knows that will swimming in even more data. Instead more ads, though served with a role has always been to help the seller’s en-courage repeat visits and purchases. of using technology to navigate all that magic sauce called Big Data. Aside stuff seem more appealing to buyers, data, we should be using technology from being a convenient buzzword, data’s role in this game is to help us That’s the essence of earned data. to incentivize people to share with us however, what is Big Data really? guess what a buyer might want and then Figuring out how to earn it is our only the stuff that matters most. serve up the right ad at the right time. challenge as agency folk if we want Let’s get specific. I would argue that, to be relevant in the future. as with media, we should be think- Google has grown into the biggest ing of data as bought, owned, and media company on the planet with a We live in a culture that has become earned. We’re all familiar with the first coldly efficient algorithm that does just exhausted with advertising as it has kind – and the questionable return on this, by making better guesses based long been practiced. Buyers have that investment. An example of owned on what people are already looking decoded the language of advertising data is Nike+. Because 20 million for. What Levy and Wren are worried and have lost interest. And there are people are happily getting value out about is a future where sellers –their too many things to buy on too many of the service, the data they generate clients go directly to Google and the screens. You can talk about Big Data is also earned. Most importantly, other big digital media to reach buyers. all you want, but if the “relevant”ad the best use of this data is not ads. I’m being served is just one of It can inform direct and judicious They should be worried. In the future, 20,000 jostling for my overburdened communications to the user through ads will need data, but data will not attention, what’s the benefit? the platform (which they visit three need ads. Data will have better things times a week on average). The data is to do, like making people’s lives better. In every category companies are such a clear signal of intent that it But what if, as with Nike+, both marketer developing software services. Our R/GA FutureVision Quantified Self, Qualified Life 14 R/GA FutureVision Winter/Spring 2014 15 Data Doesn’t Decentralizing Equal Motivation Health Care: From Self-Tracking to We-Tracking

With more consumers actively managing period, the user gets a phone call company’s devices, including their Self-tracking, quite obviously, empha- As people get sick, they research their incentivize particular areas of research; their health by collecting personal data, reminding him to take his medicine. scales, blood pressure monitors, sizes the self, but tracking behavior symptoms online. By using their queries for instance, it offered a free test kit to “changing behavior” is replacing the and activity trackers, through a single, on a community-wide or even global instead of traditional research methods, anyone diagnosed with Parkinson’s. buzzword ‘“engagement.” Data collection Social support has also proven critical simple app. scale is the new frontier. The shift Google can predict more quickly how It quickly attracted 10,000 subjects has certainly gotten easier, but brands to the success of the adoption of new from personal insights to collective diseases spread around the globe. Along and became the largest database for are realizing that providing personal sta- behaviors. Fitocracy makes working The problem is that as more hardware knowledge promises to create real, with services like Sickweather, which Parkinson’s research. Achieving these tistics alone is not enough to get people out a social experience, encouraging manufacturers get into the game, lasting change for everyone involved. scans social media for mentions of critical masses of participation is off the couch. friends to challenge one another and consumers are forced to save their 24 illness symptoms, these initiatives essential to 23andMe’s success—and also give each other “props” for data on a variety of platforms. While With mobile devices and connected demonstrate the new value proposition one can only imagine the discoveries By incorporating aspects of gamification, accomplishing hard workouts. device makers fight over platforms, peripherals, consumers have more for connected healthcare: individuals that could be made if 23andMe had 25 providing real-time notifications, and Fitocracy also incorporates aspects a handful of coumpanies like Tictrac, power than ever to take control of their receive personal information on million genotyped customers. – JS & AW leveraging social support systems, of gamification: users give each other Exist, and Argus let consumers feed own health. When consumers track their conditions while the collective brands can help individuals make quests (aka workouts), and just as in all sorts of data streams into a single their health stats and feed them into a knowledge is shared by society. changes while developing loyal relation- a video game, users can level up their place to find correlations between larger database, they are helping not These insights can even be leveraged *As of this writing, 23andMe has ships with consumers in the process. fitness if they complete the challenge. previously siloed data. The benefit only themselves but also the entire to dictate ad spending. Kleenex used suspended sales of its Personal these dashboards provide is context: network of users. SkinVision is an app Google searches for flu and cold Genome Service after the FDA Incentivizing people to stick with a new Services like Nike+ have proven so if a person is measuring his athletic that utilizes a smartphone camera to remedies to help understand where ordered the company to stop exercise regimen or take prescription effective in modifying user behavior activity and food intake and tracking help users detect early skin conditions to shift TV and radio media budgets. marketing its services, fearful that medicines on time is challenging, but because they incorporate aspects of the two figures together on the same like melanoma. Users take pictures of These efforts were rewarded with a results would lead consumers to services like Mango Health borrow from gamification, leverage real-time system, he can understand how the their moles to track them against the 40 percent uplift in sales in the first undertake unnecessary procedures. the gaming world and reward users for notifications, and feature a social com- behaviors affect each other. app’s database of more than 100,000 two months and a Gold Media Lion in taking medications on time with real- munity. The Nike+ FuelBand SE user photos, and an algorithm cross- Cannes in June 2013. world incentives like discounts on gamifies exercise by motivating users With enough dedication, an individual checks the database to uncover any magazines or groceries. The longer they to be active throughout the day with could easily track and analyze the potential risk factors in the user’s mole. People are already sharing information stay on track, the greater the reward. the Win the Hour challenge. Users relationship between dozen of aspects about symptoms and treatments on Pact, previously known as GymPact, can also set notifications to remind of her life. However, the measurable Where SkinVision tracks one particular websites like PatientsLikeMe. The motivates users to stick to their workout themselves to get up and move if insights gained by self-tracking may metric, the small Scanadu Scout device network connects people who are sick, regimen by offering financial incentives. they’ve been dormant for too long; the be the icing on the cake; according measures numerous data points like a collects the data they share, and uses Users bet how often they’ll make it to blinking LED lights on the FuelBand to a recent research study, the simple user’s heart rate, blood pressure, and it to help them get better. As a side the gym, and if they meet their goal, SE provide real-time feedback to get process of tracking has been proven body temperature. Users place the effect, health companies can conduct they are rewarded with a payday. If not, moving. And the new Groups function to improve memory and critical puck-shaped device against their fore- observational trials based on data that they’re in the red. lets users share their activity among thinking. Additionally, self-trackers heads and almost instantly receive users willingly volunteer, which further select friends, as well as cheer them reportedly have higher levels of information on their smartphones. fuels progress. Similarly, 23andMe*, Real-time notifications can provide on or create a shared challenge. creative self-efficacy andcuriosity. Users can then share their data with a genetic-testing start-up, is creating the feedback a user needs to form – JS & AW doctors directly from the accompa- a database of genetic research. The (or change) a habit. With visual or Connecting these digital products nying app. They also have the option company’s Personal Genome Service is haptic feedback, users can correct establishes robust product ecosystems of sharing their anonymized data for a $99 DNA test that can tell participants a behavior at the moment it occurs. that foster long-term relationships and research and marketing purposes. if they have an elevated risk for certain The HAPIfork is a smart fork that consumer loyalty. But most impor- By using the wisdom of crowds, it health conditions. Currently, 23andMe encourages users to slow down while tantly, by creating functional product becomes possible to make collective has 500,000 genotyped customers, and eating by vibrating when an individual ecosystems, where a single digital health decisions. Because measure- these customers have contributed over is eating too fast. Vitality’s GlowCap service has multiple hardware devices ments can be collected in real time—a 200 million phenotypic data points. Not is another great example of a product feeding into it, like that of Withings, stark contrast to traditional surveys or only do customers benefit from being providing real-time feedback. The brands can ultimately influence focus groups—anonymous health data more aware of their own potential health product fits onto normal prescription customers’ broader behavior by helping generated by apps and devices provides threats, but pharmaceutical companies, bottles and lights up when it is time for them get more value from each product. a goldmine for researchers and can hospitals, and other genetic researchers the user to take his medication. If the For example, with Withings, users can be applied to product development. now have access to an ever-increasing bottle is not opened within a certain manage data transmitted from all the Google Flu Trends is a classic example. dataset. The company can also R/GA FutureVision Winter/SpringWinter/SpringDesign Considerations 2014 2014 for Wearable Tech 16 R/GA FutureVision Winter/Spring 2014 17 02/ Design Considerations for Wearable Tech R/GA FutureVision Design Considerations for Wearable Tech 18 R/GA FutureVision Winter/Spring 2014 19 How Smartwatches Streamline Our Mobile Interactions

Wearable devices are poised to to input a message by using a mixture impact the market nearly as of taps and gestures combined with a drastically as personal computers radically different keyboard layout to did in the 1980s and smartphones speed up text input by minimizing the did in the early 2000s. movements typists have to make to reach the keys. The HOT smartwatch Smartphones have emergedas the dash- acts as a phone and bounces sound boards of our lives, with the average waves from the watch to a user’s ear person checking his or her phone 150 when he or she places a cupped hand times a day. Wrist-worn devices promise over his ear (like holding an invisible to provide a much easier way to access phone). The smartwatch also has a the wealth of information stored on number of gestures for answering calls, our phones. Thus far, fitness tracking rejecting calls, dialing, muting, ending bands have led the movement toward calls, or even calling a favorite number. the wrist, but smartwatches promise to lead the wearable revolution, taking As consumers adopt smartwatches the functionality of a smartphone and and become accustomed to making it “glanceable” on a user’s wrist. glanceable interfaces and natural gesture inputs, they will rethink their With a smartwatch, users can check interactions with other pieces of messages and alerts, take photos, make technology in their life—and they will payments, and monitor their health. question whether the provided utility The allure of bringing notifications off outweighs the social or technical a phone and onto a wrist is clear for inconveniences of using the device. consumers: the ability to stay con- nected without disconnecting from That decision will more than likely the real world. The same can be said lean toward whatever option enables for manufacturers: nearly every major consumers to take advantage of the technology company is working on, latest gizmos and gadgets, without or rumored to be working on, a smart- pulling attention away from the present. watch, including Apple, Google, - JS & AW Microsoft, and LG.

But the majority of early smartwatch contenders like the Pebble, Samsung’s Galaxy Gear, and Qualcomm’s Toq tether to a wearer’s smartphone. This tethering allows wearers to check their watches instead of reaching for their phones every five minutes, but it also means that wearers are forced to carry two devices. The next generation of smartwatches, like the Neptune Pine, will be independently smart and boast the same capabilities of a smartphone. When this shift happens, smartwatches will have the potential to replace the need to carry, or even own, a smartphone, necessitating a shift in design thinking.

Just as developers adapted from designing for the web to designing for mobile, they will have to adapt again as wristwatches become the new frontier for UI.

Constrained by a small screen and the lack of a keyboard, gestures and more natural interactions will become the standard for wearable device interaction, making inputting information as pro- gressive as the devices themselves. For example, like its name suggests, MessagEase makes it easier for users R/GA FutureVision Design Considerations for Wearable Tech 20 R/GA FutureVision Winter/Spring 2014 21 Head-Mounted Displays are Finding Their Audience

Head-mounted displays make receiving information even more seamless than smartwatches, negating the need for a user to pick up a phone or other gadget or even look away from his current engagement. These head-mounted devices essentially free data from compu- ters and mobile devices and display it in precisely the right time and place.

Google Glass is leading the competition the cost of Google Glass.Leveraging left, because those devices have the By selling headsets to businesses, not in delivering a consumer-facing solution. natural user interfaces like touch, voice, ability to film people without their know- consumers, Google could help with Google Glass combines the best of and gesture control, head-mounted ledge. Even before its release, the inventory management, financial moni- Google’s functionalities in an all-in-one displays make interactions with tech- headset has become the poster child of toring, and medical practice. Similar device: wearers can search, navigate, nology more intuitive—and promise to privacy fears and the butt of many late- to the ways Oakley and Recon Jet are take a picture, send a message, listen to get technology out of your way. Unlike night jokes. Saturday Night Live made focused on serving athletes, utilizing music, or even make a phone call. While smartphones that put a layer of screens fun of it, and a notorious Tumblr blog Google Glass in more specific contexts Google may have started the trend for between communications, heads-up called White Men Wearing Google could better help communicate its wearable smart glasses, those glasses, displays allow the wearer to be per- Glass made the rounds last year, high- value to consumers. at $1,500, are now too expensive for manently connected yet remain in the lighting the niche demographic Glass the average consumer. In comparison, moment through face-to-face commu- wearers currently occupy. The site’s For example, Philips Healthcare and glasses from the crowdfunded GlassUp nication. In a recent Wired op-ed, Thad most popular image thus far is a shot of Accenture are exploring how Google are available to preorder for only $299 Starner, technical lead behind Google techie Robert Scoble wearing Google Glass could provide surgeons with (and can be purchased with bitcoins!). Glass, explains the paradox of Google Glass in the shower. important data, like patient vitals, with- With a read-only interface, the glasses Glass and other head-mounted displays: out their having to stop a procedure lack the messaging capabilities of “Bringing technology and computing Hoping to change this perception of or lose contact with a patient. Google Glass, but the lower price point closer to the body can actually improve its headsets, Google has tried to make might be more likely to entice curious com-munication and attention—allowing inroads with the fashion industry. In Just as smartwatches first gained trac- consumers to try a pair. technology to get further out of the way.” a 12-page editorial spread in the iconic tion by focusing on the fitness category September 2013 issue of Vogue, before expanding into more mainstream Head-mounted displays targeted at Yet despite this promised benefit, head- Glass is featured against a variety of applications, enterprise solutions could niche consumer audiences may gain mounted displays have a perception retrofuturistic backdrops in a piece be the ticket to acceptance for Google greater initial traction with the ability problem. Labeled as “a Segway for your called “Google Glass and a Futuristic Glass and head-mounted displays. to communicate a specific value face,” Google Glass has been polarizing; Vision of Fashion.” Designer Diane – JS & AW proposition. Oakley has found success early adopters—mostly middle-age von Furstenberg also famously wore with its Airwave goggles; aimed at wealthy white men—gushed over the Google Glass down the runway at skiers and snowboarders, the goggles new device, while a large majority Fashion Week. But these attempts display real-time stats on speed, jump voiced privacy concerns or ridiculed have yet to sway majority opinion that analytics, and navigation. The Recon the device for its geek factor. Glass is a consumer application, with Jet, scheduled to debut in 2014, is somen aysayers criticizing the Vogue targeted at cyclists and also provides With the ability of wearable devices to spread as perpe-tuating the image as real-time stats on speed, distance, and discreetly record anything, a battle too futuristic. elevation. Both of these head-mounted between privacy advocates and tech displays sync with a smartphone and champions is taking shape. Critics Despite cultural trepidation around can display incoming calls and mess- fear that wearable devices could rob its product, Google Glass could find ages. And both retail for a fraction of people of what little privacy they have its calling as an enterprise solution. R/GA FutureVision Design Considerations for Wearable Tech 22 R/GA FutureVision Winter/Spring 2014 23 Designing for Google Glass: Six Things to Consider

Michael Piccuirro Director, Product & Technology, Prototype Studio

Hands-free applications are still in their infancy but are poised to revolutionize how brands connect with consumers.

Google Glass is the Zack Morris phone pocket, you wear it on your wrist or in can do and where they are going. consider as you set out to build your of its time. It’s bulky and not yet very your glasses, right? Not exactly. Although most wearables are specialized own wearable application.Although these practical, and users make a giant spec- for one function or application, Google considerations are specifically for Google tacle of themselves by simply using Wearables present a new and exciting produced a product that was built from Glass, many will be applicable for all it as intended. But also like the Zack way to incorporate technology into our the ground up as a truly wearable device wearable platforms in the near future: Morris phone, it’s the precursor to lives, and the right wearable experience platform. Google Glass is not perfect, something big that’s about to become is much more personal and intimate and the development platform is much very commonplace: than the current web or mobile apps that more limiting than developing for mobile, consumers are using today. A Google but these limits force designers to use Wearables are coming so we all better Glass app presents the wearer with infor- the card, menu items, notifications, and start getting used to them. mation that only he sees, and it plays timelines that they’ve developed as the sounds that only he hears. The app can best wearable experience for the user. The dream of apparel converging with also see exactly what the wearer sees Much as it did on mobile, this platform technology will officially be realized in a and present relevant information accor- will evolve and these limits will fade away few months when Google releases its dingly. With a mobile application, users or we will get better at developing Google Glass product to consumers. are notified of something the next time around them. Of course, Google isn’t the only com- they happen to glance at their devices; pany in the wearables game; the vendor with wearables, users receive the noti- As the R/GA Prototype Studio learned landscape is full of both major tech- fication the instant it happens. by building NYCycle, a Glass app for nology companies and countless start- New York’s Citi Bike bike-sharing ups on Kickstarter. There may be a Wearables present an opportunity to program, when designing a wearable lot of hype mixed in too, but all signs build more effective brand experi- application there are certain conside- point to a major technology shift that ences that connect to the consumer on rations you need to make to ensure we need to start paying close attention a deeper level than they do now. This that you are delivering the right experi- to. The devices are coming—and the gives designers the opportunity to build ence for the consumer. Porting over a only thing needed to build the market apps that are more integrated with the website or mobile app as is will probably is an ecosystem of compelling expe- consumer’s life, and when the experi- not work. riences. So let’s get on it. ence is more compelling, the consumer is more involved and invested in the Head-mounted displays—OK, big deal. brand.Google Glass is the best represen- Here are the considerations we learned Instead of carrying a phone in your tation we have today of what wearables when building NYCycle and things to R/GA FutureVision Design Considerations for Wearable Tech 24 R/GA FutureVision Winter/Spring 2014 25 Wearables present an opportunity to build more effective brand experiences that connect to the consumer on a deeper level than

they do now. There’s no keyboard Limited user interaction More attention to notifications

Lack of a keyboard is probably the big- Apart from having no keyboard, Glass Wearables, because of their perpetual gest issue when developing an app on apps have a more limited user interac- availability, are always on or at the Glass. We’re so accustomed to typing tion than most apps we’re accustomed ready for the end user. Most mobile on a keyboard to enter information or to. We’re used to adding all sorts of applications rely on notifications to do a search, but speech-to-text tech- navigation and buttons on the screen, initiate user interaction. Usually these nology has replaced the ubiquitous but this can’t really happen on Glass. notifications contain a few points of keyboard on wearable devices. For the bike-share app, we had to limit interaction that are in context with the the features to three basic ones: event that occurred. For example, the In my experience with Google Glass bike-share, food, or landmark cards near normal mobile use of Foursquare is the speech-to-text technology worked your geolocation. If you need more func- this: you enter Starbucks, remember much better than I expected, but it’s tionality for your app, you will have to get to check in, pull out your phone, open far from perfect. When you’re in a creative. For example, the Glass game the Foursquare app, and choose meeting or traveling on public trans- Spellista uses subtle head movement Starbucks. The wearable version should portation, quietly typing away on your changes to select letters on the screen. be: you walk into Starbucks and get phone, there’s no way to answer an a notification saying “Checking you into email without speaking your response Starbucks: tap to cancel; speak to out loud. To circumvent this limitation, enter text for the post.” developers must be smarter about figuring out what the user is going to do and then presenting him with a few simple menu items to drill down into. Or have a set list of verbal commands your app supports to make it easier to figure out what the user is trying to do.

Limited display Hands-free You still need your mobile device

Compared to the iPhone Retina display Needing to access data or applications With its great battery power and over we’re all used to, the display on Glass is when you also need the use of both 40 sensors, the smartphone isn’t going small and indistinct. It will support only hands is a sweet spot for Google Glass. anywhere in the near future. It would a couple of images or a few words at a This why there’s considerable interest be nice if Google Glass could replace time because the interface needs to be in Glass applications for diving, flying, your mobile device entirely, but for as simple as possible. The app should performing surgery, etc. This insight is most of the functionality, it needs to be be broken down into small bite-size what led us to build a bike share in the paired with a phone. In developing an screens with one or two clear CTAs. first place. It’s a lot easier to get visual application, you could take a hybrid Due to the transparent screen, not all and audio navigation cues from the approach where a mobile app on the designs look great on it. You have to Google Glass screen than it is to follow device is doing most of the heavy lifting. ensure that you have the right amount those cues on your mobile phone. The Glass app can then be in constant of contrast in images and text so they’re communication with the mobile app and readable by the user. After developing complement the experience. the first couple of designs for the Just as the explosion of mobile devices bike-share app, which didn’t read well saw the birth of great new things like enough, I showed the designer how to Foursquare and Instagram, wearables send images to Glass so he could play will usher in a new suite of experiences with the design in real time. never before possible. Those who in- vest early will be ready when the market is there.

So to every Zack Morris out there with the balls to wear Google Glass in public, you may look ridiculous but you truly understand where technology is going— and the world will catch up to you soon. R/GA FutureVision Design Considerations for Wearable Tech 26 R/GA FutureVision Winter/Spring 2014 27

Why Wear Tech? Wearable Cameras for Capturing the Wristbands for Security, Payment, by using electrocardiography to verify Wearable Tech in the Workplace: Moment: GoPro became a household and Social Activation: Wristbands have the identity of the wearer. The device Workers have long clocked in and out name not by selling wearable cameras long been a mainstay at festivals and has the potential to act as a password of jobs to report on hours worked. Beyond providing glanceable user interfaces, wearable technology can deliver access to new services and but by making wearable cameras for theme parks for tracking attendance. and payment solution, and could also But wearable technology is poised people to photograph themselves. When embedded with technology, be used to open doors and sync de- to do more than account for workers’ experiences while helping wearers stay in the moment. Secure user authentications, mobile payment, lifelogging, Constantly on, connected devices can these wristbands can streamline pay- vices to a user’s personal settings. time and has a variety of implications and navigational aids are just some of the potential capabilities of wearable devices. With time, wearable help the wearer capture every experience. ment, increase security, and facilitate for improving the working world. The technology has the potential to disrupt nearly every industry and aspect of life. As the utility for wearable devices Narrative (formerly known as Memoto) social sharing. Wristbands at the Athletic Clothing Provides Real- Eyes-On Glasses give nurses “x-ray” is a wearable camera that takes pictures Outside Lands music festival were Time Haptic Feedback: With clothing vision so they can easily find a vein grows, so do the form factors, moving beyond wrist and head-mounted devices to clothing and accessories: at 30-second intervals, creating a kind connected to attendees’ Facebook embedded with sensors, wearable when inserting an IV. The SmartCap is of personal photographic memory. accounts; attendees could tap their technology becomes less obtrusive a baseball cap lined with sensors that MeCam and ParaShoot do the same wristbands on specially designated and develops into a seamless part of can measure the wearer’s fatigue levels thing with video, recording a user’s towers to check in, take pictures, or the wearer’s activities instead of an to enhance safety. The IntelligentM everyday life from a first-person view. send a Facebook message to a fellow add-on. Sensor-equipped athletic gear bracelet monitors the hand-washing Kapture is a wearable wrist device that attendee, making it easy for everyone like Radiate Athletics can identify activities of healthcare workers to make automatically captures sounds around to find friends and family at the event. what muscles are being utilized when sure that they’re washing their hands a user, perpetually (and passively) At Disney World, similar wristbands working out. Other products like the properly and frequently enough. recording the last 60 seconds of audio. called MagicBands serve as a park Sensoria Socks, Vibrado Sleeve, Users can sync the audio to their smart- visitor’s hotel room key, credit card, or Move by Electricfoxy can teach phones by clicking on the device, parking ticket, and FastPass. And the proper technique by alerting wearers allowing them to record and store any recently introduced Nymi bracelet through haptic feedback the moment meaningful conversations. ups the ante on user authentication they need to correct their form. R/GA FutureVision Design Considerations for Wearable Tech 28 R/GA FutureVision Winter/Spring 2014 29

GeoPalz Helps Making Kids’ Wearables Kids Stay Fit Kid-Friendly Based on our insights into the budding children’s wearables landscape, R/GA helped GeoPalz create an engaging, motivating app specifically for kids with ibitz pedometers. Physical activity in youth is a key issue in our country today. In less than two generations, the U.S. has experienced a 32 percent drop in physical activity. (China has seen a 45 percent decline in less than one generation.) By the end of this decade, most Americans will exert only slightly more energy than they would had they slept 24 hours a day. With BLE-enabled ibitz devices, kids can sync their most recent physical activity to see how far their fitness can take them.

Nicole Cardoza Mobile Strategist, Mobile & Social Platforms

Designed with tiger moms in mind, the market for children’s wearables is growing fast. But how can we make wearables for kids, well, more kid friendly?

As the wearables market matures and they can adjust their child’s life accor- is growing faster than many parents platform that visualizes the resulting consumers become more comfortable dingly. Naturally, this makes sense for realize—and this changes things. data, or being rewarded for con- tracking and measuring their own data, wearables like the Owlet Monitor, which tinued usage. manufacturers are shifting attention to is intended for infants or toddlers who Kids are more tech-smart than the youth market to develop wearable aren’t capable of understanding this we give them credit for Relevant rewards technology that’s best for them. It’s no data on their own. Filip, a smart watch surprise. Grownups are constantly for slightly older children, allows parents Ownership of technology in youth may Kids are intelligent enough to under- connected to each other through the to contact their children and view their be small, but access to smartphones stand and appreciate the direct effects devices we carry and wear and the location at any time, but it doesn’t have and tablets is a different story. Today, of their efforts in nearly any situation. platforms we engage on. In contrast, any additional features or functions 75 percent of children have access to And although acknowledging progress with only about 25 percent of children that make it valuable for the children to some type of smart mobile device while with traditional rewards-based younger than five owning a smart- wear by themselves. This raises an at home, up from 52 percent two years gamification strategies are applicable phone, and the fact that children spend interesting challenge at a significant step ago. And because devices are getting to someone at nearly any age, it’s not so much time away from their parents of growth for the children’s wearable more adept at differentiating users, it’s enough for a child, who should receive while in school, in daycare, or with market: if children feel these devices are easier than ever for parents to make sure a deeper understanding of the impact nannies, the idea that adults can’t have less empowering and more constricting, their kids aren’t accessing the wrong of using the wearable. the same level of constant connection they might not wear them, thus render- types of content. Wearables present with their children can be unnerving. ing the devices useless for adults who the same opportunity for parents and Shared or growable Wearable tech has provided a way to will be less likely to buy them children—and just as other devices not only measure a child’s health but moving forward. allow children to browse freely within Kids grow up fast. Wearables need to also give their guardians assurance that parental controls, so could wearables. be built with features and functions that The ibitz kids app visualizes the steps A separate ibitz app for adults allows the young-sters in their care are doing The demand for wearable devices for allow them to grow alongside the child. a child takes between syncs as a parents or teachers to further manage well, particularly when they’re not there young people is driven by what grown- Next steps: journey through space, with goals goals and rewards for multiple children, to check for themselves. ups want, rather than by what kids making kids wearables kid-friendly shown as planets to mark the course. as well as send positive encouragement need. Parents expect the same engage- Kids can view key milestones in their along the way. It thus provides parents Reflecting parent’s needs, ment and interactivity they have with In order to make wearables more attrac- progress, celebrate their achievements, with the monitoring they crave without not kids’ desires adult wearables, which represent an tive to youth, manufacturers are going and claim rewards that they unlock. taking away from the child-centered ex- ecosystem far different from what to need to ensure that the ecosystem With a grown up’s secret password, perience. Integrated with Disney’s Club Yet despite how kid friendly and childlike children expect. Grownups want the supporting the device provides value parents can customize the app ex- Penguin and other major kids’ games, these wearables might look on the out- same control over their children’s to both the parent and the child. perience for the kids and add goals ibitz will help the next genera-tion stay side, make no mistake: they’re parenting lives that they have with their own and rewards for their children to work active, healthy, and fit. tools. Although some that are accessible lives. They’re looking to provide the Increased responsibility toward. A friendly character acts as and relevant to kids directly provide best for their children by finding a coach and cheerleader throughout rewards and prizes, many of these wear- tools that enable that; yet they often Kids should feel actively engaged with the experience, motivating children to able devices are gathering insights and overlook the ability of their kids, how the device works, whether it’s keep up the good work and helping data that are visualized to the parents so whose maturity vis-a-vis technology manually syncing the wearable to the them make healthy nutritional choices. R/GA FutureVision Winter/SpringBuilding Connected 2014 Ecosystems 30 R/GA FutureVision Winter/Spring 2014 31 03/ Building Connected Ecosystems R/GA FutureVision Building Connected Ecosystems 32 R/GA FutureVision Winter/Spring 2014 33 Why We Launched the R/GA Connected Devices Accelerator

Richard Ting EVP, Global Executive Creative Director, Mobile & Social Platforms

In 2006, Adam Greenfield, author the convergence of digital products and devices space, we also see a ton of a portfolio of 10 start-ups that represent Class of 2014 of Everyware: The Dawning Age of digital services accelerates and spills amazing energy coming out of the a diverse array of verticals including Ubiquitous Computing, visited out into the physical world. However, start-up community. Connected device healthcare, the connected home, child 01. Enertiv: Revolutionizing building energy management with real time data. R/GA to share his vision of a world consumers don’t want connected de- start-ups like Canary, Loop, and Nest care, retail, and navigation. Below are 02. Footmarks: Transforming engagement in traditional retail with sensors that can detect consumers. where all devices and objects would vices just for the sake of being more are pushing forward on the next wave brief descriptions of the 10 start-ups 03. Grove: Powering the urban farming revolution. be connected and able to com- connected; they want to get more value, of product innovation and providing that we selected for our class of 2014. 04. Hammerhead Navigation: Heads-up navigation display for bicyclists with integrated social community. municate with each other. Smart personalization, and earned data in- value for both the consumer facing We hope that the trends you read about 05. Keen Home: Developing intelligent devices for your home, starting with a connected air vent. buildings, smart homes, sensor- sights from these devices. side and also large-scale enterprises. here will excite you, motivate you, and 06. KyteLabs: Consumer product that brings connectivity to everyday living. laden wearables, and networked inspire you to go out and create the 07. Owlet Baby Care: The first baby health monitor that tracks what really matters. street signs would be all around us. This is why R/GA decided to focus our The venture capital community has future. These are exciting times indeed! 08. ringblingz: A social notification platform that keeps you connected. At the time, that vision seemed inaugural start-up accelerator on the also taken notice of the growth in the 09. QoL: Improving respiratory health and fitness through innovative devices. like science fiction because most topic of connected devices. While smart connected devices space and is starting 10. Qualia Health: Using data science to measure changes in overall health and improve lives. agencies were still wrestling with the objects and connected hardware have to place big bets on upstart activity- nuances of the nascent mobile and been discussed for years, we wanted tracking companies like Fitbit, which social landscape. However, seven to think more broadly about this space raised a $43-million round in August years later, that vision is quickly and look at how digital products are 2013, and the Jawbone Up, which raised becoming a reality as our lives are converging with digital services. This a $100-million round in September being reshaped, our communities topic not only represents the future of 2013. Other notable venture-backed are being transformed, and our cities digital products but also builds on the investments that indicate a rising tide are being reinvented just as the expertise that R/GA developed during for connected devices include Zubie, Internet we currently know is evolving our work on the award-winning Nike+ a Best Buy-backed connected car beyond our desktop screens and FuelBand, a digital product that many gadget company that scored $8 million mobile devices. in the start-up community consider in financing, and Estimote, a Bluetooth the pioneer of connected devices. beacon company that raised $3.1 New devices, wearables, and sensors million in financing in December 2013. are being introduced to the world, which We also believe that the launch of our can now monitor their environments, Connected Devices Accelerator is While the momentum in connected provide updates, receive directions, perfectly timed as the entire connected devices is heating up, we realize that take action on those directions, and devices industry is buzzing with mo- this industry is still in its infancy, and essentially talk to each other. This con- mentum. While large companies like we are eager to contribute to it. With nected devices revolution marks a Amazon, Google, and Nike are creating that said, we carefully selected for our major leap forward for the Internet as great products in the connected R/GA Connected-Devices Accelerator R/GA FutureVision Building Connected Ecosystems 34 R/GA FutureVision Winter/Spring 2014 35 Bringing Your Home to Life

Increasingly, our homes are becom- their homes with temporary codes rather functions from a mobile phone. a networked home. Whether it is a con- ing centralized networks. Household than keys, and the app lets homeowners nected light bulb, television, or garage appliances are being connected to set alarms to tell them when people are These customized solutions are be- door, unless the same manu-facturer the Internet, and are becoming part opening and closing doors. coming even easier thanks to services makes the devices, they won’tbe able of a digital device ecosystem. like IFTTT. The company provides a to communicate with each other. When connected, devices can track The Nest thermostat, which was re- simple interface for creating conditional Dedicated to solving this issue, the usage, automate processes, and cently acquired by Google, is arguably statements called recipes between web AllSeen Alliance, a nonprofit consor- provide remote control from user- the most well-known connected home services through a simple statement: If tium of 23 techn-ology companies, friendly interfaces delivered on tablet device, selling itself on the ability to this then that. Most recipes streamline is attempting to advance the smart or mobile devices. learn from homeowners’ behaviors in the syndication of digital media, like home by building an open-source order to save energy. Keen Home also automatically backing up an Instagram communications protocol so that all The Internet of Things first entered promises to keep consumers’ energy image to Dropbox. However, individuals devices, no matter the manufacturer, the home through its backbone: bills in check with a connected air vent can also trigger physical actions around will work together. lights, locks, and electrical outlets. that allows homeowners to remotely the home; for example, a Philips Hue When lights, locks, and outlets are close and open vents to better manage light bulb can be programmed to turn on Until then, our dreams of living like connected to the local network and their heating and cooling. when homeowners walk through the George Jetson might need to be put controlled via smartphones, home- front door. on hold. –JS & AW owners can capitalize on energy While connected lights, locks, thermo- savings, automate processes, and stats, and air vents provide a homeowner Where IFTTT provides a shoestring access their homes from anywhere with measurable benefits, the impact solution to home automation, a number in the world. Several companies of these benefits is substantially lessened of other companies like Almond+, have rolled out connected light bulbs, because the various lights, locks, etc. ivee, or Revolv provide a more robust including established players like are not connected to each other. solution for connecting devices, no Philips and Insteon and crowd- matter the protocol or make. These com- funded projects like LIFX and iLumi. Multifunctional devices like the Belkin panies provide a centralized hub that WeMo or GE Spotter give homeowners connects to a home’s Wi-Fi network as Lockitron and SimpliciKey are unlimited options for automating their well as the owner’s smartphone, allowing connected solutions that allow home- homes, letting them choose what to him to remotely control devices. owners to remotely lock/unlock an connect. Packed with a variety of sen- electronic deadbolt on their homes sors that can monitor motion, light, This ability to connect a variety of devices through a connected mobile app. sound, and humidity, the devices make from different manufacturers addresses Homeowners can let people access it easy to program personalized one of the biggest challenges in creating R/GA FutureVision Building Connected Ecosystems 36 R/GA FutureVision Winter/Spring 2014 37 Retail Goes Hyperlocal

David Womack Executive Creative Director, Mobile & Social Platforms

Geolocation technologies like iBeacon allow new possibilities for interacting with in-store shoppers.

Once upon a time, digital agencies At this point you may be thinking that had to justify why clients should shift as the executive creative director of their focus from traditional channels R/GA’s mobile and social practice group, Intelligent alerts complement the attention of the sales to convert. For one thing, this encour- of digital and physical take place on like print and retail to online media and I am arguing against the importance person or replace the sales person if one agement facilitates gifting, which is a the sales floor. If not done well, the e-commerce. Now, digital’s importance of mobile. Actually, nothing could be The first way that digital can drive retail is not available. While well intentioned, huge component of luxury sales. For results can be a confusing interchange is a given for most clients. As a legacy farther from the truth. I believe that conversion is through intelligent alerts— many of these are cumbersome and another, it acknowledges the fact that that detracts from the customer’s expe- of this struggle, however, those of us mobile is the single most important digi- outside the store—that make users force customers to browse through the eventual purchase is often part of a rience of the brand. in digital often overlook the value and tal tool for driving sales. It’s just that aware that items they’re interested in are full product catalogue while standing multiphase, multichannel consideration impact of offline experiences and the those transactions are taking place in available at a nearby retail location. For in front of an item they’re interested process in which the customer inves- Even relatively simple bridges can be important role they play in the purchase the store rather than on the phone. example, imagine that as you walked in. Location-aware technologies allow tigates her future purchase through a difficult to implement. For example, sche- cycle. As new technologies that blur We shouldn’t ignore mobile; rather, we past your favorite hardware store, you retailers to zero in on the department, lot of different lenses and shares the duling an in-store appointment to see the line between digital and physical should understand what it does best got an alert saying that the chainsaw rack, or even individual item the cus- item with friends to get their feedback. items in one’s saved queue requires new become available, it’s time to reconsider and adjust our focus (and mea-sures) you have in your saved queue is now on tomer is considering, circumventing In many cases, the customer may digital tools, new in-store procedures, our relationship with retail—particularly accordingly. Mobile is a means, sale. A herd of start-ups, most notably the need to browse the catalogue for a return to the same store to make the and new staffing requirements. in the context of high-consideration not an end. Shopkick, is focusing on pushing single item. These same technologies purchase. Why? Because there is a purchases or luxury brands. messaging offers based on location. can also be used to summon a sales gratification and a sense of ceremony People walking up Fifth Avenue in New In order to make that adjustment, we The downside to Shopkick, however, is rep to the location if the customer has surrounding buying an expensive item York will see little evidence that a From all the stories about the rise of need a more sophisticated under- that it appeals primarily to customers additional questions or wants to make in store, something digital simply can’t revolution in retail is taking place. Some m-commerce, one would think that the standing of the purchase cycle. The who are focused on getting special a purchase. match. In these cases, the value to the retailers have screens that display only reason to have a retail store was problem has been that there is a offers. Luxury and other retailers trying retailers is greater than it would have content that’s created or shared online. so that customers could charge their huge gap in data connecting digital to entice customers into their stores Luxury showrooming been had the customer just made the Others have implemented mobile or smartphones. But while e-commerce behavior with retail. There has been by some means other than discounting purchase initially: the retailers get tap-to-pay purchases. A few that are out sales continue to increase, they’re no way to connect the dots between are going to have to work a little harder. Finally, there has been much lamenting the sale and at the same time the data in front have in-store websites, kiosks, still just a fraction of overall sales. browsing online and buying in store. This is where deep customer data over the problem of showrooming, documenting the consideration process, and rep tablets. But the real action is hap- According to a recent article in The Wall But that gap is starting to close. becomes so important: retailers who what happens when a customer goes which they can use in aggregate to pening behind the scenes as retailers Street Journal, “The latest data from can push the right message at the right online to find an item she’s seen in improve their services individually or scramble to put together the pieces of the Census Bureau of the Department We know that mobile influences retail moment and place it in the consideration store but at a lower price. Showrooming through personalization. their digital ecosystems to achieve a sin- of Commerce estimates U.S. retail purchases, but we haven’t been able cycle—where customers are most is an issue for retailers who carry multi- gle view of customers across channels. e-commerce sales for the second to quantify how or how much. Thanks likely to convert—will reap the benefits ple brands and compete solely on price, Seamless experience At the same time, countless start-ups are quarter of 2013 at about $64.8 billion, to companies like Footmarks and of the geolocated services without but the disparity in the sales numbers experimenting with iBeacons and similar an increase of 4.9 percent over the first Estimote, geolocation technologies necessarily having to offer discounts. between e-commerce and retail sug- If all this sounds exciting, it is. Location- technology to nail the location-aware quarter of 2013. While $64 billion isn’t are allowing new types of interaction gests that retail still has the upper hand based services combined with smart part of the equation and get a critical chicken feed, it still represents only with the customer and, just as impor- Precise location when closing the deal. For retailers use of mobile is about to revolutionize mass of users to install their technologies about 5.8 percent of total retail sales.” tantly, allowing retailers to finally who sell their own products in their own the way people shop. However, creating on customer phones. If e-commerce in general is still only understand and measure how digital Over the past few years we’ve seen stores—as is the case with many luxury a seamless experience isn’t easy. The a fraction of retail sales, then sales on influences offline purchase. many retailers experimenting with in- brands—encouraging customers to complexity of bridging digital and retail smartphones are a fraction of a fraction. store digital experiences delivered save items they’re interested in to their requires that parts of a company not For many brands, mobile converts at through kiosks, rep tablets, or custo- smartphones for later consideration used to working collaboratively do so about one-fifth the rate of desktop. mer phones, experiences that either may be digital’s single largest opportunity and that an elaborate choreography R/GA FutureVision Building Connected Ecosystems 38 R/GA FutureVision Winter/Spring 2014 39 Mobile Intelligence, Until we have Connected Cars completely autonomous vehicles, we need technology that enhances drivers’ abilities rather than makes those abilities obsolete.

Transportation systems have rapidly monitor the biometrics of drivers. Manu- a car’s diagnostic system under the duced autonomous technology care- evolved with smart technology. facturers are already testing technology dashboard. These insights help people fully, aware that having too little to Similar to the way phones evolved that can feed a driver’s heart rate, blood learn more about their driving behavior worry about behind the wheel can into smartphones, cars are rapidly pressure, and other biometric res-ponses and can prove hugely beneficial for be just as dangerous as having too becoming “connected cars.” Just into the car’s computers to determine anyone relying on ridesharing networks many distractions. Until we have as we expect our devices to serve when drivers are too drowsy or over- as a way of subsidizing his or her income. completely autonomous vehicles, as an intelligent compass leading us whelmed to operate the vehicle. Ford’s we need technology that enhances through everyday life, connected cars SYNC even alerts diabetics to low MetroMile provides a similar plug- drivers’ abilities rather than makes are becoming both an extension of glucose levels through audio alerts and in device, but rewards drivers with more those abilities obsolete. the functionality of smartphones and notifies people with allergies when they than just driving statistics. MetroMile a product for enriching our lives. drive through locations with a high sells insurance to drivers based on the Auto manufacturers are making strides index level of pollen. number of miles the owner actually drives in the leap between semi-autonomous To help drivers safely focus on the road rather than the one-size-fits-all approach vehicles and completely autonomous while still taking advantage of their smart- This newfound ability for cars to connect of tradi-tional insurance companies. vehicles. Google is at the forefront of phones, Apple’s iOS in Car lets drivers with the surroundings in real time is consumer consciousness in the auto- integrate their devices with their in-dash fundamentally changing how we get In recent years, automakers have lever- nomous vehicle space, with dozens systems, leveraging the car’s built-in around. For instance, when a driver with aged the abundance of new sensors to of its driverless cars having racked up display and controls. Drivers can take a dash-mounted smartphone running introduce semi-autonomous functions over 300,000 miles in the past two a call, change the music,or navigate SignalGuru approaches an intersection, such as self-parking, lane-departure years. But automakers such as Nissan, through the car’s in-dash system rather the camera can detect when the signal warnings, and adaptive cruise control. Mercedes-Benz, Toyota, Audi, and than fumble with their mobile phones. is going to change and tell the driver With outward-facing cameras and General Motors are all making steady exactly how fast to drive to hit the next robust computer intelligence, the car progress in the field. Of all the auto- The rapid evolution of smartphones and green light using the least amount is getting smarter, more self-sufficient, makers, Volvo’s “Drive Me” project tablets has put a great deal of pressure of gas. and, most importantly, more aware is the most aggressive yet, with the on automotive companies to update of its surroundings. The next step is Swedish company planning to put their infotainment systems. To this end, With ridesharing services like Uber, introducing fully autonomous vehicles 100 autonomous cars onto the roads Google recently launched the Open Hailo, Sidecar, and Lyft, drivers use that operate independently and com- of Gothenburg in 2017. –JS & AW. Automotive Alliance, a collaboration their mobile phones to connect them- municate with other vehicles. between the technology giant and selves to a network of passengers in automotive companies Audi, Honda, need of a ride. After opening up any Volvo recently completed the first public Hyundai, and GM, to customize one of these apps and requesting a trial of its SARTRE Project, which Google’s popular mobile operating ride, passengers alert drivers to their allows vehicles to communicate with system for vehicles. exact location, creating a more effi- each other to form road trains behind a cient and cost effective system than lead vehicle operated by a professional Whether it’s keeping drivers hands off existing taxi services. driver. This trial highlights a key chal- their phones or simply modernizing our lenge for the auto industry: before cars dashboards, our roads become safer Rich analytics about how the vehicle is can become fully autonomous, there when our interactions with technology driven can also be uploaded and viewed will be a transitional phase where old are considered.Carmakers are also on mobile devices through dongles like and new technology will have to work increasing safety by using sensors to Automatic or Dash, which plug into together. As such, carmakers have intro- R/GA FutureVision Building Connected Ecosystems 40 R/GA FutureVision Winter/Spring 2014 41 The Digital Infrastructure of Tomorrow’s Smart Cities

As we head toward a new era of taking the same route, and even how urbanization, where half of the world’s fast he was walking. Renew then used population will live in cities by 2050, this information to target advertising technology is playing a bigger role in messages accordingly. Privacy advo- making things run more smoothly cates said the program went too far in and helping citizens get the most out tracking people’s movements without of their cities. their consent, and the city shut it down.

Previously, large-scale urban updates Also pushing the envelope of technol- required massive construction efforts, ogical innovation and privacy para- completely altering the existing land- digms, the announcement of Amazon scape. However, the next generation Prime Air stirred discussion over the of cities (Cities 2.0) will look relatively potential utility of automated drone similar to today’s cities, but will in- deliveries. After Amazon’s December clude a layer of digitally connected surprise, companies such as United intelligence invisible to the naked eye. Parcel Service and Google quickly In London, smart street lamps already disclosed their own robotic projects allow engineers to lower or increase aimed at streamlining logistics and brightness with an iPad. The connected automating portions of existing supply street lamps also alert the engineers chains. While it is hard to imagine when a light needs fixing. In LA, the projects more ambitious than those LA Express Park system embeds of Amazon, UPS, and Google, entire sensors into parking spots and alerts cities are beginning to adopt automated drivers via a mobile app when there is technologies and real-time information. an empty spot. And in Washington, DC, law enforcement is utilizing the But similar to connected devices in ShotSpotter, a network of acoustic the home, standalone streetlights, sensors on top of buildings and tele- bus stops, and parking spots can phone poles that pinpoint the location provide only so much value without of a gunshot. The ShotSpotter triggers being connected on the same grid. a call to 911, helping law enforcement more efficiently (and quickly) respond IBM has become the poster child for to a crime. Networks of em-bedded enabling this connected future with its sensors like the ones in street lamps, Smarter Planet initiative, which will parking spots, and telephone poles be put to the test when the World Cup digitize existing infrastructure, con- is hosted by Rio de Janeiro in 2014. necting everything in a city to a smart, The Intelligent Operations Center for centrally controlled grid. Rio de Janeiro is the hub of an IBM system that’s manned by a staff of 400 But digitizing urban infrastructures is and monitors data from 30 city agen- not just about collecting information; cies, which flows onto a myriad of it is also about consuming information. screens. Staff can view images of Google installed interactive screens power failures and car accidents at bus stops across the city to help as well as a live feed of the subway Londoners and tourists alike. The screens system and developing weather use the same Google Now technology patterns. In essence, everything that that is used in smartphones to provide is happening in Rio at any given mo- bystanders with relevant, location-based, ment is reflected in real time on these real-time information. If there are delays screens. Using IBM’s sys-tems, on the Underground, the screens may officials cananalyze the data (as well suggest alternative travel information as social chatter) to identify patterns or, on dry days, promote nearby and trends--meaning they can pro- outdoor activities. actively handle any potential problems.

One resounding consideration is that Where IBM is helping major cities city inhabitants need to see the clear update their municipal operations value in digitizing and connecting through new, centrally managed infrastructure; unlike the Google Outside systems, other initiatives like Songdo initiative, which was received warmly City in Korea, Masdar in the United by London residents, a project by Arab Emirates, or PlanIT Valley in Renew that outfitted recycling bins with Portugal are building smart cities from smartphone-tracking sensors resulted the ground up. In either case, whether in controversy and outrage. The bins retrofitting or completely rebooting, recorded a unique identification number Cities 2.0 promise to increase efficiency, for any nearby phones with Wi-Fi turned contribute positively to economic on, allowing Renew to confirm whether growth, and promote societal progress. the person walking by was the same one – JS & AW from the day before, if he or she were R/GA FutureVision Building Connected Ecosystems 42 R/GA FutureVision Winter/Spring 2014 43 Cogs in a Connected Ecosystem • Our Bodies are being reinvented as • Our Homes are becoming digital • Our Cars are becoming extensions • Our Cities are being retrofitted data products. And as our interac- ecosystems. No longer standalone of our smartphones. Connected with a layer of digital intelligence. Wearable technology, connected appliances, smart homes, and digitally integrated cities are tions with technology become more products, household appliances cars serve as an intelligent compass A distributed network of sensors intuitive, our extraneous devices are are connected to the Internet and to lead us through everyday life, measures a variety of parameters. all cogs in a connected ecosystem. Working in isolation, each component collects data and fading away. controlled via mobile devices. augmenting our senses, enriching Delivered in real time, this infor- delivers real-time insights, but in the future, our bodies, homes, cars, and city infrastructure will Automated solutions for energy effi- our lives, and making the roads safer. mation helps citizens get the most ciency and home security are now out of their cities. connect to create one synced, unified experience for the user. just a touch away. R/GA FutureVision Winter/SpringBig Data Value 2014 Proposition 44 R/GA FutureVision Winter/Spring 2014 45 04/ Big Data Value Proposition R/GA FutureVision Big Data Value Proposition 46 R/GA FutureVision Winter/Spring 2014 47 Algorithmic Attention

Nick Katsivelos VP Managing Director, Technology & Strategy

The new face of personal data and why brands need to catalyze the creation of personal APIs.

You want to build a personal relation- To deliver on this promise, the algor- • Genetic information- a DNA sample 1. Effort policy and legislative action globally personal APIs under a variety of names ship with your customers? Become 1) The capability of the person or algo- ithm will require the following information will provide the best results, but in How much effort is required to start with respect to personal data. Some of including IdM (Identity Management), a con-stant companion and trusted rithm to take in disparate information updates regularly: lieu of that, the parents can answer and then maintain the program? Will the initiatives have found that existing Project VRM (Vendor Relationship adviser. Your customers deserve the and synthesize it into meaningful insights. a comprehensive questionnaire the user be willing to manually input terms and conditions agreements in Management), UMA (User Managed professionalism personified by the • Baby’s name- and for families with about the baby’s heredity. this data just to try this one service? use do not meet the privacy rights of Access), Trust Frameworks, Privacy by best coaches, concierges, maître d’s, 2) Sufficient, up-to-date, accurate in- more than one, you need to create Can the data entry be leveraged for their citizens. Others are looking to Design, Personal Clouds, Data Vaults, doctors, teachers, and bartenders— formation describing a big part of the a profile for each child. This is the new face of personal data. It other products and services? insure that data regarding their citi- Personal Data Markets, and Identity well-informed and impeccably discreet. customer’s life—his context—for the is not about cookies or purchase history. zens remains within their borders. Ecosystems. These initiatives have However, this level of human attention algorithm to process. The data available • Baby’s vitals- birth date, weight, It is not about traditional CRM. It’s more 2. Trust failed to gain widespread adoption simply does not scale. through social networks may be helpful height, known allergies or sensitiv- than social media. Quantified self and Why would I provide all this information The solution lies in the establishment because the value proposition for both but is insufficient. ities, current ailments, medications, the Internet of Things are a part of it. to a high-tech grocery service? Who of personal APIs, a means for users sides of the market (users or brands) Fortunately, the ubiquitous mesh of blood type, etc else will have access to my child’s data? to aggregate their digital information, has not been strong enough until now. digital devices, applications, services, For illustration, let’s consider a hypo- This is the Personal Data Ecosystem How do I know the data is being wherever it may live, and then provide, and connectivity is here capturing thetical service called MyBabyBlends. • Dietary restrictions- vegan, kosher, that the World Economic Forum, Boston handled appropriately? on their own terms, programmatic This is the moment for a few leading every aspect of a person’s life. All this halal, paleo, etc. Consulting Group, and others have access to that data. This solution gives brands to step forward and catalyze the data, coupled with accelerating ad- MyBabyBlends is a nutrition program estimated will create trillions of dollars 3. Liability users a single place to keep up-to-date personal API movement and realize the vances in computational techniques for babies. Subscribers will receive • Developmental milestones and of value in the next four to five years. What liability is a brand exposing itself information and to manage accessibility dream of meaningful personalization. and ever-falling computing and stor- direct shipments of locally grown, sea- challenges. These estimates have also asserted that to as it collects more intimate information to their digital information. It also gives age costs, means the algorithmic sonal ingredients that can be used, two-thirds of that value will be left on about its customers? If working with brands a simple way to access users attention you can lavish on your cus- following our carefully curated recipes • Current location- if you go away, the table if a viable solution to digital partners to provide the service, how does while respecting both the users’ terms tomers is boundless. and meal plans, to prepare fabulous the shipment will meet you and be identity and data access is that impact the liability question? and the legal constraints of the market baby foods. The selection of ingredients adjusted to your new location. not established. they are operating in. Furthermore, it The quality of the experience provided is tailored for your babies through a 4. Infrastructure and Governance may reduce liability because it allows for by an algorithm, however, depends sophisticated child-development and • Log of recipes liked and not liked. Getting the data required poses a Does the brand have the appropriate the development of applications that use on factors shared with the humans nutrition algorithm. Tracking the daily number of challenges for both the user systems, staff, and procedures in place the personal information but do not they emulate: activities and developmental progress • Parental eating preferences so we and the brand. to manage this sort of information? store it. of your babies, it’s like having a dedi- can get baby on track to join you cated nutritionist shopping and planning in a hearty kale salad or a bowl of 5. Policy and Legislation There has been a tremendous amount of menus for you. pork and habanero chili. There has been increasing public work done to establish the foundation for R/GA FutureVision Big Data Value Proposition 48 R/GA FutureVision Winter/Spring 2014 49 Turning Personal The accumulation Data into Proactive of real-time data, Intelligence when combined with environmental data, can be used to provide a type of proactive intelligence.

Every second of the day, social networks, when a person is about to take certain or caregivers can be notified and and respond more effectively to smartphones, point-of-sale devices, actions, and it offers help accordingly. changes can be made to behavior. certain changes. medical records, financial transactions, It can also learn about an individual to Behavio, which joined Google in 2013, automobiles, energy meters, and fine-tune the assistance it offers. Google also uses data recorded by smart- How smart are these devices? By other digital sources generate a wealth Now’s algorithms use the data in a phone sensors—movement, texting, analyzing consumer data and proac- of data. These streams of data show person’s Gmail and calendar accounts call activity, and location—to predict tively adjusting temperatures, Nest a real-time reflection of where people as well as web searches to offer pro- when owners will become sick, even helped users save 1.2 billion kilowatt go, what they do, and what they think active cards that help a user manage before they show any symptoms. hours in 2013, enough to power 1.3 is important. The accumulation of his day, stay connected, or, in Google’s million homes. This collective savings real-time data, when combined with words, be a local. Popular cards include In the same ways that our phones gen- shows the potential power of Nest environmental data, can be used to real-time public transit information, erate massively useful data, the ways and other connected devices when provide a type of proactive intelligence. sports scores, and meeting reminders. in which we inhabit our homes can also connected to a larger network. This be used to improve our lives. The Nest power is best evidenced by Nest Our phones are a major recipient of per- Other services like Ginger.io and Learning Thermostat and recently in- Energy Services, where the company sonal data, and services like Aviate Behavio,take the idea of proactive troduced smoke detector, Nest Protect, is able to link its device to the collec- (recently acquired by Yahoo) or Cover intelligence to the next level and use automatically learn inhabitants’ schedules tive, cloud-based knowledge of utility make smartphones smarter by learning our mobile devices as a proxy to our and use this behavioral information to companies. When consumers link what apps and settings are used physical and mental well-being. program themselves. Similarly, Canary their individual devices to their utility throughout the day. Depending on wheth- is a home-security device—with built-in companies, Nest can automatically er the owner is at home, at work, or Ginger.io turns mobile data into health sensors capable of detecting changes limit energy consumption during peak in the car, Aviate and Cover automat- insights by tracking how users interact in motion, temperature, humidity, and periods. Users who participate in the ically update the user’s home screen to with their phones. By analyzing how air quality—that individuals can place program save money while helping to the desired setting, removing the need they interact with their phones, where anywhere in their houses. When the prevent brownouts, and the service is to scroll through endless apps and they go, whom they call and when, and device detects spikes in activity, such indicative of the larger trend of using settings for each aspect of the day. what’s happening in the background, as a rise in temperature or unexpected personal data to power proactive, Ginger.io can identify changes in be- movement, it sends an alert to the collective intelligence. Along similar lines, Google Now is an havior that may be warning signs for user’s smartphone. The more alerts that – JS & AW intelligent, albeit much more robust, people with chronic illnesses. If a user’s are sent, the more the device can learn personal assistant. It is trained to predict habits and patterns deviate, doctors the behavior and habits of its user R/GA FutureVision Big Data Value Proposition 50 R/GA FutureVision Winter/Spring 2014 51 Unlocking Innovation through Open Data

Will Turnage VP Technology & Invention, Technology

Because digital services are the gateway to everything we do, nearly all our activities are quantified. How do we get individual data streams talking to each other?

Big Data is a big tease. It teases us • What if, on days with higher Fuel seen more and more public data made searching the Enigma.io portal for the with stories of automated networks that points, a person was more likely available by local, state, and federal word McDonald’s reveals that each extract insights from untold amounts to go out to a nice restaurant? governments as well as numerous McDonald’s location has an FCC of data in real time. It teases us with Could Foursquare improve its government agencies. This information license to operate its drive-thruwindow. promises of personal optimization and recommendation engine by inte- used to be available only in print, but So to track the growth of McDonald’s, real-time business decisions based grating Fuel points? now that it’s available digitally, it pro- anyone can just look at open public on emerging trends and behaviors in vides private companies with an easy government data. 23 the marketplace. And it teases us with Of course, that’s the tricky thing about way to incorporate it into their own data the notion that it’s all done with the data. Cause-and-effect relationships are and discover strategic insights about Still not convinced of the ROI from ana- push of a button.But for anyone who’s difficult to prove, especially given the their business. lyzing external data streams? McKinsey actually tried to implement big data complexity (and near impossibility) of estimates that open data can help across multiple touchpoints, he or she proving an absolute relationship. What’s For example, the National Weather unlock $3 to $5 trillion in economic value knows it’s not always a simple process. possible, however, is discovering corre- Service’s website provides access to annually. Companies who are willing to lations between seemingly unrelated historical weather data. So what, right? look for data in unexpected places will Managing Personal Correlations datasets, in the hopes of gaining a more Wrong. Say, for example, a brick and reap the most benefit—for both their bot- complete understanding of ourselves. mortar retailer used this seemingly tom line and their customers. On a daily basis, someone could use But we are not islands. There are a inconsequential and unrelated data to Beddit to analyze his sleep behavior, variety of factors that influence our health compare daily sales in each of its stores Mint.com to track his spending habits, and behavior, such as weather, the with the actual weather for that day. Foursquare to document where she stock market, or traffic congestion. This The retailer could then answer questions goes, and FuelBand to measure her also applies to large organizations and like: On rainy days, are sales higher or activity. We can learn what’s keeping the insights to be gained by analyzing pro- lower than on nonrainy days? The retailer this person up at night, how he man- prietary data in conjunction with external could see that sales always spike during On the hunt for unexpected data? ages his money, what places she’s data sources. the first cold snap of each fall season. Check out Jess Greenwood’s piece likely to visit, and roughly how healthy Equipped with these new insights, the on page 52 on mindful data, which she is, but we have no idea how his External Data Points and retailer could optimize store offerings explains why bigger isn’t always better. sleeping habits affect his spending Unexpected ROI based on weather patterns, which would habits or how her activity levels affect impact future organizational strategy. the places she visits. The first step in unlocking data in seem- ingly unrelated datasets is to think like Of course, companies need to be able to • What if, on days a person gets eight an investigative journalist: look for data find public data in order to use it. New hours of sleep, he spent 50 percent in unexpected and new places for the tech companies like Enigma.io are build- less than on days when he got only greatest discoveries. ing business models around helping get six hours? Could Mint.com consumers access this publicly available improve financial suggestions by The largest potential return on invest- data. Enigma.io is a NYC-based compa- accessing a user’s Beddit account? ment (ROI) won’t come from analyzing ny that connects thousands of disparate existing company data on its own but government datasets, exposing in the complementing it with public data process information that users might not sources. In the past four years, we have know even existed. For instance, R/GA FutureVision Big Data Value Proposition 52 R/GA FutureVision Winter/Spring 2014 53 Mindful Datapoints and The Lost Art of Restraint

Jess Greenwood Planning Director, Insights & Planning

Big data’s big only because we made it that way, but it’s never too late to learn self-control. Welcome to the age of mindful data—when you take what you need and not a byte more.

It’s easy to be swayed by the siren argue against more of the products you sumer data too imposing to confront call of big, particularly in an industry want, when you want them? And which and too enormous to ignore. By accep- with as pure a commercial purpose marketer would go to bat against more ting the notion that more data, or BIG as advertising. Isn’t big the whole efficient marketing practices? However, data, is better data, we’ve created an point? Big shelf space, big customer adhering generally to a view that some- unsustainable cycle of useless data col- base, big sales, big market share, big thing is a good thing and knowing what lection and have lost sight of the reasons revenues, big bonuses? If you can’t to do about that thing are two entirely we were collecting it in the first place. make it better, the thinking goes, make separate issues. We may buy into big it bigger, make more of it, and stick data as a theory, but by putting a label So, let’s borrow another contemporary it in a taco made out of Doritos. To on it, we’ve branded it and packaged it buzzword and try a little exercise deny that bigger IS better would be and shipped it off to a corner to be in mindfulness: to bring the whole fragile construct dealt with later. This leaves only three crashing down around our ears. parties who really claim to understand As a marketer, what’s the one piece how to manipulate the vast quantities of data (outside of basic contact Why, then, if we’re so enamored of all of consumer data amassed by any information) that would really enable things big, is big data becoming the marketer operating at scale: the brilliant you to do your job better? industry’s most perplexing third rail? young technologist happier with an equity share in a start-up than in a cubi- “Big Data: Big Problem or Big Oppor- cle at a CPG company; the Wall Street tunity?” That’s what the marketing blogs quant whose 2013 bonus was more than ask, as agency CEOs earnestly grip most marketers will earn in a decade; podiums and broadcast their company’s and colossally expensive data manage- commitment to a data-driven approach. ment corporations, gleefully bamboozling Outwardly, everyone’s on board. The clients with clever PowerPoint presen- Silicon Valley-driven convergence of tations and enormous bills. geeky + money has created a new breed of perversely edgy, high-profile What’s being lost in all of this is culpa- data jocks, getting teenage kicks from bility. If you, as a marketer, are sitting on back-end understanding of the digital a dataset too big to manage, you have systems that bind us and making data nobody to blame but yourself. Every denialism seem hopelessly outdated. extra field you included on a registration form, every address you collected, Most people understand that big data every catalogue you mailed, and every is important, because it’s common social fan you attracted across myriad sense at the highest level. Who would channels is now adding to a pile of con- R/GA FutureVision Big Data Value Proposition 54 R/GA FutureVision Winter/Spring 2014 55 As a marketer, what’s the one piece of data that would really enable you to do your job better?

This is not my revolution Straits if you squint your ears a bit. In that 75 percent of viewer activity is driv- Let’s get this over with beginning to splinter into niche offerings who shares your views on the discretion mindful data point might be the time my own personal subset of criteria, the en by these recommendations, and the targeting increasingly more specific necessary for extra-marital affairs as of day in which she customarily applies It’s 2014, and we’ve all had the expe- connecting thread that makes both company’s base of paying subscribers Another digitally driven sector showing needs. The basic premise that one is their defining target. The niches continue that lipstick. Then, we can target her rience at least once, probably this week, artists worth paying to see live is that has boomed from 30 to 40 million in a signs of mindful data collection is the looking for some kind of human con- to proliferate. Family by Design pairs with messages about products that set of wondering exactly why Ticketmaster they’re artistically credible (written about year, and from four billion hours stream- billion-dollar industry of online dating. nection is taken as a given. The simplest people looking for people who wish to her up for her working day, or encourage needs our birthdate or why a flashlight on music blogs, discussed in forums ed to five billion hours in just one quarter. Since Match.com launched in 1995, way of sorting people to find a perfect become parents outside a traditional her to experiment in the evening with app for Android is quietly collecting outside of Rolling Stone and the Daily the online dating world has proven espe- match is by considering age, sexual parenting relationship. new shades. your location data, or why that branded Mail), and that there is potential for Crucially, Netflix has used this data to cially adept at sidestepping market orientation, and location (A/S/L). All sites Facebook campaign is asking for per- actual dancing at both gigs. I’m too old iron out one of the kinks that slowed crashes, targeting niche audiences, collect a variety of additional informa- Meanwhile, runaway success Tinder, One thing, however, is clear. The fire- mission to communi-cate on your behalf, to stand still and clap. I can clap from adoption in the early days, when DVD and adopting leaner and meaner ways tion on a member’s hopes and dreams with its mobile-first design and addictive hose approach is not only bewildering in perpetuity, with everyone you’ve my sofa. To paraphrase anarchist delivery was the firm’s core business. of sorting through the desires of their for what he’s looking for in a partner. gamelike play has reduced the science to marketers but also damaging be- ever met. Emma Goldman, if I can’t dance, it’s Asked why movies with two- and members in order to connect them to Additionally, by constantly layering in of hookups to its barest bones. After cause there’s only so many times you not my revolution. three-star ratings are recommended so everything from the quickest and new ways of filtering customers and sorting for sex/sexual orientation and can recommend Billy Joel before you Take Ticketmaster, for example, a com- frequently, Carlos Gomez-Uribe, VP of dirtiest of hook-ups to the longest and assuming basic data even before a pro- location, users are presented with a alienate a customer forever. pany so difficult to love. Their mindful Ticketmaster’s suggestions for me in- product innovation and personalization most durable of marriages. file is created, niche sites can improve stream of profile pictures which they can data point? Not what kind of music I cluded Billy Joel and The Lion King algorithms, responded: “People rate one’s chances of finding exactly the swipe left to like or swipe right to block. like but rather what kind of music I’m (neither of which I was interested in) and movies like Schindler’s List high, as Ten years ago, telling your parents right kind of relationship with the right Once you hit like on a picture of someone prepared to see live. Everyone has his a request that I fill out another form with opposed to one of the silly comedies I you’d met your partner on the Internet kind of partner. who’s also given you the thumbs-up, own criteria for the kind of live experience 20+ fields detailing which bands I like. watch, like Hot Tub Time Machine. If you would cause them to wonder where a match is made. The mindful data point he enjoys. Some people love a Top 40 give users recommendations that are it had all gone so wrong. Now, one-fifth Some are straightforward. Early on, is: can we save time by assuming these artist in a gigantic stadium, while others Services like Netflix, on the other hand, all four- or five-star videos, that doesn’t of all current committed relationships OkCupid noted an emerging trend two people find each other attractive prioritize emerging darlings of the indie have mastered the eerie art of knowing mean they’ll actually want to watch that in America have begun online. among its younger members for more enough to have sex? See p. 12 for Nick Law’s piece on scene at the same venue every weekend. what you want before you know you video on a Wednesday night….We know casual hookups, realizing that it could Bought, Owned, And Earned Data want it. According to an article in Wired that many of the ratings are aspirational Depending on your view of success, exploit this trend to improve not only Finding your mindful datapoint Platforms – this meaningful, mindful In the last month, I’ve survived a Kanye (August 2013), no fewer than 800 rather than reflecting your daily activity.” online dating boasts a high success rate. traffic but also the chance for longer data exchange brought to life. West concert at Madison Square Garden Netflix engineers are working behind An average of 438 eHarmony members membership periods, so the dating site Every brand has a small set of key data and booked tickets for a Darkside gig. the scenes on a complex system of Here, the mindful approach to data marry every day in the United States, and leaned hard into the A’ of the A/S/L, points that can dramatically improve On the surface, these two have little in algorithms that address what you played, comes from knowing when the num- according to a study eHarmony funded, targeting fun-loving millennials and intro- the chances of communicating with common. One is an enjoyably deranged searched for, or rated, as well as the bers are lying. Also, the quest for “Meeting a spouse on-line is, on aver- ducing more risqué questions to their relevance to a customer. In the spirit legend of hip-hop who just released time and date you did this and the de- self-improvement is futile. Pass me age, associated with slightly higher profile set-up to encourage more casual of Tinder, one must establish a clear one of the most sonically audacious re- vice used; additionally, the algorithm the popcorn. marital satisfaction and lower rates of matches. Meanwhile, on JDate and goal (getting people to hook up) and cords of the year and is wreaking very is addressing interactions such as marital break-up than meeting a spouse Christian Mingle, members are looking then identify the single biggest barrier public havoc across the art and fashion browsing or scrolling behavior and be- through traditional (offline) venues.” for a human connection with someone to that happening (in this case, mutual worlds, and the other is a 23-year-old havior of similar users. This considerable of a certain A/S/L who happens to share aversion). If the goal is, for instance, to elfin Chilean who makes creepy beat financial investment is undoubtedly As online dating is a behavior, not a their religious beliefs. Ashley Madison get a customer to buy one extra lipstick music that sometimes sounds like Dire driving Netflix revenues: they estimate service, the competitive landscape is substitutes religious beliefs for someone every six months, then perhaps the R/GA FutureVision Big Data Value Proposition 56 R/GA FutureVision Winter/Spring 2014 57 Putting Data at the Heart of the Brief

Jesse Green Johnny Dwyer Associate Data Scientist, Data Visualization Associate Creative Director, Data Visualization

Data has become a fundamental part of our culture and economy. Creating data-driven experiences is as much art as it is science.

It’s usually an anticlimactic moment in a Nate Silver’s FiveThirtyEight.com has digital selves and the devices we carry, in the last three years, the CERN Large uniquely suited to how we think: Ray Predictive analysis is definitely —a household name, closely followed Data isn’t automatic project—a client forwards a spreadsheet popularized the art of statistics—and by governments, educational insti- Hadron Collider has generated 75 Kurzweil, the futurist, called the brain a probability but not completely understood. or text file that contains thousands of shown how predictive analysis can rise tutions, and activist groups creating petabytes (75 million gigabytes) of data— a “recursive probabilistic fractal” that Economists have a poor track record Another temptation with data is the no- rows of information: product SKUs, web to the level of cultural commentary and publishing datasets, and by which is about 525 years’ worth of HD thinks through pattern recognition. The biggest temptation that data offers of predicting GDP growth. This isn’t tion that it can automate the process analytics, color values, raw survey res- on everything from baseball to politics. quantitative business practices that quality movies. Excel—which most This is the design challenge of data vis- is the potential to make predictions, due to a lack of data, but rather to a of understanding ideas that blanket ponses, social feeds, and statistics. Nike+ and NikeFuel have pushed the define our economy. Data science, consumers use to crunch data—maxes ualization: to generate a pattern that is and predictions are a powerful way to surplus of data, which makes it difficult algorithms can be built to make value This is the type of data that businesses quantified self movement out of the gym data visualization, and the movement out at 65,536 rows by 256 columns of recognizable to a viewer at first glance engage an audience: Nate Silver made to isolate factors that might drive GDP judgments on the data. Finding and generate and track, report on internally, and into the mainstream. Even within toward open data have made this data —or just under 10 megabytes. Even without oversimplifying the underlying his name when he correctly predicted the growth, while making it easier, as Silver communicating meaning from data are and, in some cases, use to drive deci- our politics: NSA surveillance revelations world tangible. But, like any other new though definitions differ, the availability ideas. Complex visualizations come outcome for every state in the 2012 says in The Signal and the Noise, to manual and iterative processes that sions. It’s also the type of data viewed brought to light by Edward Snowden landscape, it isn’t sufficient to simply of vast amounts of data has changed with a steep learning curve, requiring presidential election. But Silver will be perceive patterns that aren’t real. One involve engineers, designers, and writers. as too arcane for the creative process. forced us to consider what opaque describe what we can now see for the science, analytics, and our daily lives. users to invest a lot of time with little the first to point out that the media can’t assume that all datasets provide While most data­driven creative projects Too often, it’s left on a server,never to technical concepts like metadata and first time. The real challenge is to chart Network analysis and geographic visual- indication of what they’ll get in return. overhyped his accuracy (e.g., states like predictive insights. By its very nature proceed from a basic thesis, discovering be looked at again. encryption mean for our values of a path and find meaning in the journey. izations have given us foundational The first creative task is to curate, Florida were a coin toss). Had he been data is dirty, noisy, and, in relative unexpected meanings and insights is privacy and individual rights. In this new visual techniques for representing large and no matter how large the dataset any less correct he would have been terms, either too narrow or too broad common. But data cuts both ways. It can This is a missed opportunity. Data can culture, audiences now have the basic But what do we mean when we talk datasets. Applying techniques like is, the key is to find a representative overly scrutinized. It’s tempting to over- in its focus. Even when data can also disprove preconceived ideas or have a strong message for consumers— knowledge and understanding of how about data? Here are a few things to these to smaller, simplified datasets subset that demonstrates the power estimate the usefulness of predictions describe the past in fine resolution, it’s insights. Teams that visualize data accept one that can be drawn out, clarified, and brands use data and, as such, have keep in mind. can be equally effective in crafting a of data. That slice will give you the without considering the deterministic an entirely different task to predict and search out these discoveries as made useful. If you can make some- a greater expectation of how this data powerful message. framework to build your idea. It’s like fashion in which many people choose the future. If you’re considering using part of the creative process to adapt and thing useful, you’re closing the distance should benefit them. Big data Ulysses. Joyce didn’t sit down to write to interpret them. predictive analysis, ask yourself two respond to. to making something that matters Visuals, often times, are the most effec- a Modernist epic that detailed all the questions: what are the risks and poten- to people. This isn’t simply a cultural moment. You don’t need big data to make big tive way to communicate data-driven strands of Western literature; rather, And at times data can’t help the problem tial consequences of being wrong and Rather, it’s the recognition of a paral- ideas. For one, the definition of big data messages. The patterns revealed in he wrote about a single day in Dublin. of predictions. Look at GDP—which is what is the value of being right? Data is finally arriving in culture. lel reality—a reality generated by our remains unclear. To put it in context: data, visualized in the right way, are the Lady Gaga of economic indicators R/GA FutureVision Winter/SpringBig Data Value 2014 Proposition 58 R/GA FutureVision Winter/Spring 2014 59

Ameriprise Engages with Data Managing Data R/GA’s Data Visualization team worked with Ameriprise Financial to create an engagement in a Post-Privacy experience that allows its clients and prospects to gauge their retirement readiness through a simple data-driven questionnaire. World “Our research has shown that clients that go through our exclusive approach are more confident about their retirement. R/GA was able to translate that research into an experience that demonstrates how our approach potentially makes that vital difference.”

Jon Pauley, senior vice president, head of digital strategy and marketing, Ameriprise Financial.

Because of privacy concerns, there is a new demand for services that empower consumers to take control of their data.

Why does it matter? through access to information and What can clients do? It’s no secret that when companies to limit the amount of personal data recently introduced an online tool that citizens’ data and the valuable income control over how it is distributed. This provide services, they collect vast troves made available to would-be identity lets consumers view, correct, and delete it generates. Countries want to maintain Data is true. This helps a great deal is particularly true of earned data—the Many clients have already done the of consumer data in exchange, and then thieves or industrial espionage.Even personal data that has been assembled these rights for two reasons: so other in getting people to pay attention to unique personal information generated hard work: they’ve collected data for occasionally sell that data to marketers. public social networks are recognizing by the company. Consumers can also countries can’t infringe upon their data an idea. Much of advertising proceeds from devices and experiences that years or they’ve built a product or Consumers are becoming increasingly the desire for privacy, with both choose to opt-out of data collection. (which is akin to their territory) and so from a truth—the insight that drives are connected to individuals. In the com- experience that can be translated into more aware and wary of this practice Twitter and Instagram rolling out But if consumers opt-out, Acxiom warns they can keep any profits made from the the brief—which creatives build a petition for people’s attention, it’s hard usable data. Identifying which data and how their data is being used, and of private messaging functions. that future ads will not be personalized, resale of that data in the local economy. message around using the tools at to beat a message that expresses a may be compelling is the real challenge. how vulnerable their personal com- and thus not relevant to their interests. their disposal: messaging, design, truth that is unique to the viewer. It requires thinking about what makes munications are, particularly with regard One solution to fears about privacy After allegations surfaced in 2013 that experience, and cultural context. The a company culturally relevant, then to meta-data. Serious concerns have and data is educating consumers New services also allow consumers the NSA targeted Brazilian users, the end result, particularly in metaphor- How does this work creatively? considering the datasets that drive busi- arisen over several issues including about what is being collected—and to take control over how their data is Brazilian government began pushing ical advertising, is a type of fiction, ness practices. The points where these: predatory ad targeting, wherein how. Different tools have emerged sold. Consumers don’t feel particularly to create legislation that would require even when it speaks to the broader There’s a mantra in the R/GA data these two notions connect is where the Target used data to figure out that a to help individuals understand how comfortable with companies collec- Internet companies like Facebook and truth of the insight. The process for visualization team: the data is the brief. creative process can begin. Consumer teenage girl was pregnant before her their personal data is being used. ting and reselling their data without Google to store all data relating to creating a datadriven­ message is It captures how our creative approach research and product-development own father knew; digital ownership Privacyscore helps individuals under- their knowledge. But if companies can Brazilian citizens in Brazil—in data fundamentally different: while data differs from a traditional creative process. data have already proven to be fertile rights, when Instagram stoked fears in stand how different websites use communicate a clear value exchange centers that would make companies drives the insight, it also drives the Our work responds to the data we’re terrain for data visualization expe- January 2013 with a terms-of-service data. WolframAlpha helps individuals between the data and a user’s personal answerable to local privacy rules and expression. As a result, it is truthful provided. This involves all members of riences. But it is the data that is unique update about how images could be used visualize vast quantities of social benefit—like financial compensation other Brazilian laws. in both its conceit and execution; our team—a data scientist and writer to a business that will have the most without permission; and the recent data about themselves, and Mozilla or personalized services—consumers the medium is the message and to develop an editorial perspective on powerful message. The first step is National Security Agency (NSA) leaks has proposed icons that would are more likely to accept the practice. With regard to the revenue generated, vice versa. the data, experience and visual de- getting off the server and into the that made international headlines. create a common set of symbols to Reputation.com calls itself a data pri- France, Spain, Britain, Germany, Italy, signers to define the most legible and right hands. indicate how websites use data. vacy vault: the vault stores consumers’ and the Netherlands have all opened Data is also exclusive. It owns its compelling visualizations, and engineers Because of these privacy concerns, British Telecommunications offers data and collects their marketing legal cases against Google for the message because it is the source of to determine what form the data should there is a new demand for services that users a sliding scale of choices preferences, and then gives consumers way it stores and tracks user information. the message. take and how the creative idea can be empower consumers to take control with a clear explanation of the value the option to share the data with select At issue is Google’s new approach to implemented. We look at plots and of their data. Amid these fears, the exchange taking place. marketers. By sharing data with only user data, in which it consolidates its Sometimes that exclusivity is esta- graphs the way other teams scrutinize meteoric rise of Snapchat is no sur- selected marketers, consumers receive 60 privacy policies and combines data blished through a proprietary insights and segments. We concept prise. Wickr, another self-destructing Beyond education on how data is a combination of special perks and collected on individual users across its interpretation: e.g., a process that around the visual forms and editorial messaging app for those more serious gathered, other services are showing more relevant advertisements. services. It gives users no means to parses information in an open ideas supported by the data. And we about security, uses military-grade consumers exactly what data has opt out. –JS & AW dataset like the Twitter API. Other look at which technologies provide encryption for texts, pictures, audio, been collected on them. For example, This issue over ownership of data goes times, that exclusivity is established the best canvas to work within. video, and PDFs. These services Acxiom, an enterprise data, analytics, all the way to the top, with entire don’t leave a trail—a conscious action and software-as-a-service company, countries now fighting to protect their R/GA FutureVision Winter/SpringConsumers, Transactions, 2014 Disruption 60 R/GA FutureVision Winter/Spring 2014 61 What is FutureVision?

At R/GA we’re constantly talking about, FutureVision has matured into a robust sharing, and experimenting with the trends-and-insights offering—one that latest technologies. We’re excited about nourishes the creative and strategic change and tuned into developments practices across the agency, and over that are transforming consumer behavior. the past year, we’ve delivered more than FutureVision is a program focused on 100 presentations to R/GA clients and the trends that promise to disruptbrands their partners. Our internal resources and and markets over the next two to five client offerings help our teams reach years. We use the FutureVision program a common understanding about the dig- to harness the ideas and insights gen- ital landscape. After all, our best work erated every day in count-less emails, begins with a dynamic exchange of ideas tweets, and hallway conversations with our clients and a clear perspective among the more than 1,200 R/GAers about where tomorrow’s trends will worldwide. We not only share this take business. intelligence with our clients but also apply it to our work, making it both a If you’d like to learn more about bespoke powerful business tool and an outlet for presentations and workshops, please our passions. contact Jonathan Greene at jonathan. [email protected], or the FutureVision At its core, FutureVision is a set of team at [email protected]. open-source, client agnostic resources that everyone across the agency can access, customize, and share with stakeholders. Our team curates and redistributes knowledge and ensures that the learnings from one project can be securely transferred to the next.

FutureVision Core Team Artwork & Illustrations: Additional Thanks To:

Daniel Diez Shu Zheng Li Kris Kiger Global Chief Marketing Officer Creative Director EVP, Managing Director Jonathan Greene Roberto Fara Chapin Clark Managing Director, MSP Associate Creative Director EVP, Managing Director Allie Walker Vicente Silva Katherine Santone FutureVision Editor Associate Creative Director Proofreader Jeff Squires Ignacio Fretes Paul Malmont FutureVision Research Director Senior Visual Designer Associate Creative Director Sean Kelly Graphic Design: Senior Visual Designer

Virgilio Santos Angela Wen Design / Creative Director Senior Visual Designer Elliot Burford Ignacio Bogo Senior Visual Designer Visual Designer Yumi Nakamura Matías Presta Visual Designer Visual Designer Jenny Wu Production: Junior Visual Designer

Genevieve George Minah Kim Producer, Creative Operations Junior Visual Designer Erica Jensen Raquel Wilson Senior Print Producer Junior Visual Designer Belen Saralegui Junior Visual Designer Francisco Ibarra Junior Visual Designer Sherry Choi Junior Visual Designer R/GA FutureVision Winter/Spring 2014 62 R/GA FutureVision Winter/Spring 2014 63 Appendix

INTRODUCTION LINKS Prep Pad - http://theorangechef. CHAPTER TWO LINKS: Radiate Athletics - http://www.radiateathletics.com/ CHAPTER THREE LINKS: Dash - http://drivewithdash.com/ CHAPTER FOUR LINKS: Tinder - http://www.gotinder.com/ com/products/preppad 4.1 Turning Personal Data Into Sensoria Socks - http://www.heapsylon. MetroMile - https://www.metromile.com/ 0.0/ Why We Launched the R/GA Proactive Intelligence 4.5 Putting Data At The Heart of the Brief AIRO - http://www.getairo.com/ 2.1 How Smartwatches Streamline com/welcome-to-sensoria/ 3.1 Bringing Your Home To Life Connected Devices Accelerator Ford’s SYNC Allergy Alert - http://support.ford.com/ Our Mobile Interactions Aviate - http://getaviate.com/ Nate Silver’s Fivethirtyeight.com - http:// Beam - http://www.beamtoothbrush.com/ Vibrado Sleeve - http://www.vibradotech.com/ Phillips Hue - http://www.meethue.com/en-US sync-technology/allery-alert-for-sync-applink-sync Adam Greenfield’s Everyware - http://www. fivethirtyeight.blogs.nytimes.com/ 150 times a day - http://www.kpcb. Cover - https://www.coverscreen.com/ amazon.com/Everyware-The-Dawning- Spreadsheets - http://spreadsheetsapp.com/ Move by Electric Foxy- http://www. Insteon - http://www.insteon.com/ SARTRE Project - http://www.sartre- com/insights/2013-internet-trends Nike Plus - https://secure-nikeplus.nike.com/plus/ Ubiquitous-Computing/dp/0321384016 electricfoxy.com/move/ project.eu/en/Sidor/default.aspx Google Now - http://www.google.com/landing/now/ Glow - https://glowing.com/ LIFX - http://lifx.co/ Pebble - https://getpebble.com/ NSA Leaks - http://www.theguardian. R/GA Connected Devices Accelerator Outside Lands - http://www.ushistory.org/ Google - http://www.google.com/about/jobs/ Ginger.io - http://ginger.io/ iLumi - http://ilumi.co/ com/world/the-nsa-files - http://www.rgaaccelerator.com/ Samsung’s Galaxy Gear - http://www. franklin/autobiography/page41.htm lifeatgoogle/self-driving-car-test-steve-mahan.html Behavio - http://www.behav.io/ 1.4 Data Doesn’t Equal Motivation samsung.com/us/mobile/wearable-tech Lockitron - https://lockitron.com/ Ray Kurzweil - http://www.kurzweilai. Canary - http://www.canary.is/ MagicBands - https://disneyworld.disney.go.com/ Volvo’s Drive Me - http://www.youtube. Qualia Health- http://qualiahealth.com/ net/ray-kurzweil-bio Mango Health - http://www.mangohealth.com/ Qualcomm’s Toq - http://toq.qualcomm.com/ plan/my-disney-experience/bands-cards/ SimpliciKey - http://www.simplicikey.com/ com/watch?v=rMx-iGFys6s Loop - http://www.libratone.com/ Nest Learning Thermostat - https://nest.com/ Twitter API - https://dev.twitter.com/ home/products/loop/#intro Pact - http://www.gym-pact.com/ Neptune Pine - http://www.neptunepine.com/ Nymi - http://www.getnymi.com/ Nest- https://nest.com/kee thermostat/life-with-nest-thermostat/ 3.4 The Digital Infrastructure Of R/GA Data Visualization - http://www.rga. Nest - https://nest.com/ Hapifork - http://www.hapi.com/ MessagEase - http://www.exideas. GoPro - http://gopro.com/ Keen Home- http://mykeenhome.com/ Tomorrow’s Smart Cities Nest Protect - https://nest.com/smoke- com/about/capabilities/data-visualization/ products-hapifork.asp com/ME/index.php Fitbit - http://www.fitbit.com/ Narrative - http://getnarrative.com/ Belkin Wemo - http://www.belkin.com/us/Products/ co-alarm/life-with-nest-protect/ Smart Street Lamps - http://www.bbc.co.uk/ Vitality Glowcap - http://www.vitality.net/ HOT - http://hotsmartwatch.com/ home-automation/c/wemo-home-automation/ Jawbone Up - https://jawbone.com/up MeCam - http://www.mecam.me/ news/uk-england-london-20197434 Canary - http://www.canary.is/ 4.6 Unlocking Innovation Fitocracy - https://www.fitocracy.com/ GE Spotter - http://www.quirky.com/shop/quirky-ge through Open Data Zubie - http://zubie.co/ ParaShoot - http://www.indiegogo.com/ LA Express Park - http://www.laexpresspark.org/ Nest Savings- http://www.gv.com/2013/ 2.2 Head-Mounted Displays Are Nike+ FuelBand SE - http://www.nike. projects/parashoot-2-1-the-only-customizable- IFTTT - http://www.belkin.com/us/wemo/ifttt/ Target Pregnancy - http://www.forbes.com/sites/ Estimote - http://estimote.com/ Finding Their Audience ShotSpotter - http://www.shotspotter.com/ Nest Energy Services - https://nest.com/ com/us/en_us/c/nikeplus-fuelband wearable-wireless-micro-hd-camera kashmirhill/2012/02/16/how-target-figured-out-a- Almond+ - http://www.securifi.com/almondplus blog/2013/04/22/new-features-save-energy- Google Glass - http://www.google.com/glass/start/ Google Outside - http://www.rga.com/news/articles/ teen-girl-was-pregnant-before-her-father-did/ Withings - http://www.withings.com/ Kapture - http://www.kaptu.re/ and-make-money-automatically/ ivee - http://www.helloivee.com/ google-takes-streets-london-google-outside-pilot/ GlassUp - http://www.glassup.net/ Instagram Updated Terms of Service - http:// Tictrac - https://www.tictrac.com/ Eyes-On Glasses - http://evenamed. Revolv - http://revolv.com/ Renew - http://renewlondon.com/2013/08/official- blog.instagram.com/post/38421250999/updated- CHAPTER ONE LINKS: Airwave - http://www.oakley.com/airwave com/products/glasses 4.3 Unlocking Innovation Exist - https://exist.io/ message-on-renew-orb-from-ceo-kaveh-memari/ terms-of-service-based-on-your-feedback AllSeen Alliance - https://allseenalliance.org/ through Open Data Recon Jet - http://www.reconinstruments. SmartCap - http://www.smartcap.com.au/ Argus - https://itunes.apple.com/us/app/argus- Amazon Prime Air - http://www.amazon. NSA Leaks - http://www.theguardian. 1.1/ Why We Quantify com/products/jet/ Mint.com - https://www.mint.com/ motion-fitness-tracker/id624329444?mt=8 IntelligentM -http://www.intelligentm.com/ com/b?node=8037720011 com/world/the-nsa-files 3.2 Retail Goes Hyperlocal Ben Franklin- http://www.ushistory.org/ Thad Starner - http://www.wired.com/opinion/ Beddit - http://www.beddit.com/ Creative Self-Efficacy Curiosity UPS Drone Delivery - http://www.theverge. Snapchat - http://www.snapchat.com/ franklin/autobiography/page41.htm close-to-your-body-but-keeping-tech-far-away/ Citation - http://www.slideshare.net/ 2.5 Making Kids’ Wearables Kid-Friendly com/2013/12/3/5169878/ups-is-researching-its- Foursquare - https://foursquare.com/ Wall Street Journal- http://online.wsj. Wickr - https://www.mywickr.com/en/index.php mrboodaddy/qs-poster-ippajeff1 White Men Wearing Google Glass - http:// own-delivery-drones-to-compete-with-amazons Children younger than 5 http://www.emarketer. com/news/articles/SB10001424127887 Fuel Points - http://nikeplus.nike. whitemenwearinggoogleglass.tumblr.com/ Twitter Private Messaging - https:// com/Article/Hesitant-Parents-Cant-Keep- 324906304579039101568397122 Google Robotics - http://www.nytimes. com/plus/what_is_fuel/ 1.2/ Fitness Tracking Wristbands blog.twitter.com/2013/photos-in-direct- September Issue of Vogue - http://www. Kids-Away-Smartphones/1010075 com/2013/12/04/technology/google-puts-money- Accelerate Quantified Self Movement 1.5 Decentralizing Health Care: From Footmarks- http://www.footmarks.com/ National Weather Service- http://www.weather.gov/ messages-and-swipe-between-timelines vogue.com/magazine/article/the-final-frontier- on-robots-using-the-man-behind-android.html Owlet - http://www.owletcare.com/ Nike+ FuelBand - http://store.nike.com/us/en_us/ Self-Tracking to We-Tracking google-glass-and-futuristic-fashion/#1 Estimote- http://estimote.com/ Enigma.io- http://enigma.io/ Instagram Private Messaging - http://blog.instagram. Smarter Planet - http://www.ibm.com/ pd/fuelband-se/pid-924485/pgid-924484 Filip - http://www.myfilip.com/ com/post/69789416311/instagram-direct SkinVision - https://skinvision.com/ Diane von Furstenberg - https://www. Shopkick - http://www.shopkick.com/ smarterplanet/us/en/?ca=v_smarterplanet McKinsey - http://www.mckinsey. Jawbone Up - https://jawbone.com/up youtube.com/watch?v=30Pjl31cyDY Access to smart, mobile device- http:// com/insights/business_technology/ Privacyscore - http://privacyscore.com/ Scanadu Scout- http://www.scanadu.com/ IBM Intelligent Operations Center - http:// www.commonsensemedia.org/research/ open_data_unlocking_innovation_and_ Fitbit Flex - http://www.fitbit.com/flex Philips - http://www.medical.philips.com/ 3.3 Mobile Intelligence, Connected Cars www-03.ibm.com/software/products/ WolframAlpha - http://www.wolframalpha.com/ Google Flu Trends - http://www.google.org/flutrends zero-to-eight-childrens-media-use-in- performance_with_liquid_information Basis Band - http://www.mybasis.com/ main/about/future-of-healthcare/ en/intelligent-operations-center/ Sickweather - http://www.sickweather.com/ america-2013/key-finding-1:-young-kids Mozilla Privacy Icons - https://wiki. Accenture - http://www.accenture.com/ Apple’s iOS in Car - http://www. Songdo City - http://www.songdo.com/ mozilla.org/Privacy_Icons 4.4 Mindful Data Points and Kleenex - http://www.youtube.com/ us-en/Pages/service-google-glass-medical- 2.6 GeoPalz Helps Kids Stay Fit apple.com/ios/whats-new/ Masdar - http://www.masdar.ae/en/#masdar The Lost Art of Restraint BT - http://home.bt.com/ 1.3/ A Day in the Life of watch?v=nLUZbL6jfUw equipment-technology-industry.aspx GeoPalz - http://geopalz.com/ Open Automotive Alliance- http://www. Today’s Self- Tracker PlanIT Valley - http://www.living-planit.com/ Ticketmaster - http://www.ticketmaster.com/ Acxiom - http://acxiom.com/ PatientsLikeMe - http://www.patientslikeme.com/ openautoalliance.net/#about iBitz - http://ibitz.com/ Beddit - http://www.beddit.com/ 2.3 Designing For Google Glass: Netflix - https://signup.netflix.com/‎ Aboutthedata.com - https://aboutthedata.com/portal 23andMe - https://www.23andme.com/ SignalGuru - http://www.reuters.com/ Six Things To Consider Disney’s Club Penguin - http://www. Withings - http://www.withings.com/ article/2012/09/17/us-app-drivers- Netflix Algorithm (Wired) - http://www.wired. Reputation.com - http://www.reputation.com/ clubpenguin.com/products/ibitz%E2%84%A2- R/GA Prototype Studio - http://www.rga. idUSBRE88G0C020120917 com/underwire/2013/08/qq_netflix-algorithm/ Moves - http://www.moves-app.com/ purple-powerkey?country=US Brazilian Legislation - http://www.reuters. com/about/capabilities/prototype-studio/ Uber - https://www.uber.com/ Match.com - http://www.match.com/ com/article/2013/11/05/net-us-brazil- Rise - http://www.indiegogo.com/projects/rise-the- Physical activity- http://www.hsph.harvard. NYCycle - nycycle.rga.com internet-idUSBRE9A30SI20131105 wearable-sit-tracker-that-motivates-you-to-sit-less edu/obesity-prevention-source/obesity- Hailo - https://hailocab.com/nyc okcupid - https://www.okcupid.com/ CitiBike - citibikenyc.com causes/physical-activity-and-obesity/ Legal Cases Against Google - http://www. PIP - http://galvanic.ie/ Sidecar - http://www.side.cr/ Jdate - http://www.jdate.com/ theguardian.com/technology/2013/apr/02/ Spellista - http://www.glu.com/ PUSH - http://www.pushstrength.com/ Lyft - http://www.lyft.me/ Christian Mingle - http://www.christianmingle.com/ google-privacy-policy-legal-threat-europe news/viewNewsItem/16 Move - http://www.electricfoxy.com/move/ 2.4 Why Wear Tech? Automatic - http://www.automatic.com/ Family By Design - http://www.familybydesign.com/ R/GA FutureVision Winter/Spring 2014 64 R/GA FutureVision Winter/Spring 2014 65 Index R/GA FutureVision Winter/Spring 2014 66 Get in touch

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