11/01 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