This file is the opening / kick-off to IsobarCreate32 in San Francisco on November 30th & December 1st at APPNATION III. Couple of folks asked me for it, so here it is with my presenter notes (and lots of spelling errors). This file is pretty specific to the rules and judging for IsobarCreate hackathons with a bit of NFC background / POV from a talk I gave a couple of weeks ago in NYC. To all who came, participated and supported, thank you again!

1. IsobarCreate: 32
appnation II I
san f rancis co
nov 1 -
dec 30, 20 11

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welcome and thank you for coming.
we appreciate the time.
let’s have some fun.

3. HI MICHAEL FROM ISOBAR
isobar is a global agency with over 3,000 people across 30 plus countries
google us and you’ll see what we do - cranes, lasers, training products, hotel parties, etc
we believe in “creatives & creators”

4. ISOBARCREATE ACCELERATOR FORMAT
isobar create is our accelerator or “hackathon” format.
for us it’s not a stunt, it’s an extension of what we do everyday.
and it’s at the core of what we believe.
“bringing people and brands together like never before”

5. WHY? IMPORTANT
why is it important to create and have hackathons?

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stretch
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provides opportunity to use different muscles.
an opportunity to stretch and extend ideas.

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fail
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it’s a very safe place to fail.
your day job probably doesn’t reward you for this...
we are looking for some glorious failures.

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fail
like never before
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that’s when we can transcend the everyday...
and just maybe, maybe change everything.

9. REAL IMPORTANT
for our work, making real things is important.

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making things real is the key to generating understanding of your idea...
this is why rapid prototyping is so important.
tell someone and they may understand your idea, show them part of your idea and their brain fills in the possibilities
for it.

11. ISOBARCREATE48 BOSTON
isobar create48 nfc hackathon in boston during futureM with google & nokia.
here’s a quick recap of what went down...

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12 Source: http://vimeo.com/29686925
http://vimeo.com/29686925

13. ISOBARCREATE32 SAN FRANCISCO
here we go again

14. fail
why nfc?
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why nfc again?
we were going to do something else... but still don’t see a lot of consumer-centric nfc innovation.
we think it’s a very important space... with massive potential.

15. TANGIBLE DESIGN INTANGIBLE DESIGN
what makes nfc so important?
it marks a return to tangible design - what do i mean by that?
digital obliterates form.
for the past 30 yrs we have been moving away from tangible design in the name of efficiency... and that’s the root of
a lot of consumer tension.

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no directions needed
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tangible design - easily understood - purpose is implied.
no need for a code here.

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the desktop metaphor at the core of the digital revolution is not tangible.
requires taxonomies on top of taxonomies be learned.

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fighting our way back ever since
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jeff han made us all understand multi touch...
and mr jobs brought it to us

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and... TANGIBLE DESIGN is why less than 10% of americans have ever scanned one of these...
even once!
qr codes are intangible design... and i think tangible design technology, like nfc, will wipe out hope for mass
consumer adoption of qr codes w/in the next 24 months

21. NFC THE RETURN OF TANGIBLE DESIGN
the technology is here...
we are very close to a huge return to tangible design.

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near field
communication
2 tangible design technologies
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IMO - a two separate technologies will drive this in the near term...
(and obliterate the need for qrcodes in the next 24 months)

23. WHAT YOU SEE IS WHAT YOU GET WHAT YOU TOUCH IS WHAT YOU GET
forget what they are called. what’s important is what they unlock...
computer vision - WHAT YOU SEE IS WHAT YOU GET.
nfc - WHAT YOU TOUCH IS WHAT YOU GET.

24. COMPUTER / MACHINE VISION WHAT YOU SEE IS WHAT YOU GET

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you have probably seen it in google goggles.
the machine knows what you are looking at (even if you don’t).
would you ever scan a code if you could just do this? nope.

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26 Source: http://vimeo.com/23972190
we have been working on this a lot at isobar for a variety of projects.
its has other uses at retail also...
computer vision is more effective & versatile than any bar code & cheaper than any radio tag

27. NFC NEAR FIELD COMMUNICATION WHAT YOU TOUCH IS WHAT YOU GET

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it took 45 kids in a room to tell how stupid we were...
NFC is not just about commerce... it’s connecting...
it’s kinda funny how excited being stupid made us and how it made us rethink a lot of things... like....

29. RETHINK NOW
rethink now

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people say there are no nfc phones...
these stickers are currently less than a dollar.
imagine stickers from brands that work with their app.
don’t wait for phones, turn the technology inside out - embed readers & use branded tags!

31. RETHINK GAMING
rethink gaming

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32 Source: http://rovio.com/
angry birds and fruit ninja from rovio have nfc level up now.
unlock it through NFC tags in outdoor posters...
or pay levels forward with consumers.
gaming might be one of the biggest areas of untapped nfc potential.

33. RETHINK ENTERTAINMENT

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34 Source: http://www.youtube.com/watch?v=gtA_k8W-vZU
what you touch is what you get...
touch something with music, get music - n9 nfc “touch” pairing to headset.
instant media access from just touching...
this could be huge for out of home transit, etc.

35. RETHINK BRAND BENEFIT & LOYALTY

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36 Source: http://www.youtube.com/watch?v=TSPDtxpvQT0
BMW NFC key.
Benefit of BMW Ownership outside the car - Membership has it’s privileges.
huge brand loyalty potential.

37. RETHINK POS

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everyone wants to skip checkout - no more lines
and everyone wants to get around cc companies - merchants, consumers even brands.
google wallet with prepaid option is just begining - iphone5 with itunes NFC coming soon.

39. RETHINK TRAVEL

40. nfc +
= total footprint
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boarding passes, transit cards, taxi payment, fuel payment...
combined with your adidas micoach / pedometer can provide a very broad & deep picture of your life...
radical transparency has the ability to change consumer behavior.

41. RETHINK REALITY

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personal data & vanity metrics
are seamlessly captured
delivering a new level of transparency
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it’s not the communication between devices that is going to change everything...
it’s the collection of these desperate data sets together for the first time unlocking new possibilities & understanding.

43. OK WHY 32?
this isobar create is 32 hours.... why?
it needed to be during the week because of APPNATION III...
during the week you need flex time... but have enough time to do something that could change everything.

44. DO WHAT YOU NEED TO TO MAKE SOMETHING GREAT
do what you need to...

45. BUT FLEX WORK IN SHIFTS
but there are no points for staying in your seat the whole time...

46. get some sleep
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i say this every-time...

47. END 12.1 03:29:59:9
code lock is tomorrow...
and we will go directly into judges presentations.

48. YOUR JUDGES

49. paula samir nick jason
nfc
world nokia google founders
den
yoon damien michael
samsung ebay-­‐paypal isobar
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50. 4 JUDGING CRITERIA

51. • business / brand impact - (e.g., does it improve sales, effect attitudes toward business, etc.?)
• consumer impact - (e.g., how will it fundamentally change the way consumers think / behave?)
• commercial viability - (e.g., why do you think it has the opportunity to succeed and be profitable?)
• “like never before” factor - (e.g., is it something completely new that will have a dramatic impact?)
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52. DELIVERABLES WHAT YOU NEED IN THE END TO WIN

53. • 5 minute presentation to the judges - slides and someone explaining
• screen shots and grabs - stills and/or video
• live emulation - be prepared to show live proof of concept
• answers - to the 4 judging criteria
• stamina - to stick around after the judging to see if you won
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54. WINNERS 12.1 05:45:00

55. PRIZES LOOT

56. • 1st nfc-enabled mobile handsets &1st Place IsobarCreate trophy
• 2nd $250 gift cards & 2nd Place IsobarCreate trophy
• 3rd $150 gift cards & 3rd Place IsobarCreate trophy
56

57. THANKS KICK OFF

58. yuval zukerman
isobar mobile
michael nicholas
isobar
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going to hands over to yuval from isobar mobile.
he will take you, in-depth, through the dev environment, tools, tags, handsets, readers, etc you have available to you
over next 32 hours.

59. BRINGING PEOPLE AND BRANDS TOGETHER LIKE NEVER BEFORE
@isob ar
isobar.c om
mi ch ael. nichola s@isobar.c om
thanks again for coming!
good luck!