Last week we finished the first part of the second Module. In eight days our team of seven members interviewed seven people (Noah Brier - the barbarian group, David Droga - Droga 5, Iain Tait - Poke, Ben Malbon - BBH labs, Richard Gatarski - weconverse.com, Carlos Bayala - Mother, Annika Lidne - Disruptive Media) and listened to three lectures (Jonathan Briggs - co founder of Hyper Island, Petter Warnsberg - Kingston University, Mans Adler - bambuser founder) while crawling the web for countless hours. Using all this information, analyzing and connecting it was a very valuable experience. In the process we identified seven insights that are relevant to the media industry and that we think are worth sharing:
#1 In order to innovate we need to cross bridges between industries and categories
We need to look beyond the obvious and keep our eyes on other categories that are disconnected with our interests. Rather than focusing too much on technology we should look for new ways for suitable applications and combinations. Mashups and APIs are great example of exciting possibilities when blurring boundaries.
#2 Screens are not enough anymore, they are mere obstacles to seamless integration
Technology is getting smaller. Augmented reality is only the beginning. Interactivity can reach a new level if we interact beyond the screen with our surroundings.
#3 Emphasis will shift towards connecting ideas rather than remembering and gathering information
Tools like twitter allow for concentrated streams of information. We have more access to information than ever before. The world doesn't need more blogs, it needs better blogs. Inspiration VS Information – It's much more valuable to inspire than just to inform.
#4 The Baby Boom is yet to hit the Internet
A new generation of users is growing up with the web. Kids will flood the web with a lot of time on their hands and change they way we approach our work. We need to rethink our way to design interactive experiences because of more segmented user groups.
#5 Brands no longer compete with brands, they compete with everyday live and all media out there
More sources than ever fight for our attention. People are able to create themselves without very little costs. Creativity is the ingredient that will make a huge difference, if used for the right reasons.
#6 It's impossible to keep track of everything, we need to establish filters
Today's information society is ever evolving, we have to accept that we cannot follow everything. Identifying filters is important, and there is great potential in this direction. What sources to trust? What's a balanced mix of filters? Who controls them? It's crucial to realise that we cannot just fill our heads with the newest stuff – we need to stop and reflect and create something new out of those findings.
#7 When telling a story, digital media gives it the possibility to evolve and never end
The future is about collaboration and influences between industries. In contrast to traditional media, where a TV spot or campaign had a beginning, a middle and an end, interactive media gives us a platform to tell the story on and on and to re-engage people more frequently by letting them participate in the process and allowing them to navigate a story at their own pace and level involvement.