Sciencefiction prototyping example. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

1. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Chapter13 Future Users,ContentandMarketing
Case Study Chapter 13: The Near Future
Jason did not respond to her question but instead went over to his Motorola Blocks device and
tapped the voice icon on the OSLI block.
The Story
Saturday Morning
It was a sunnylate SaturdaymorningwhenJasonwoke up.He layin bedthinkingof all the things he
had to do onhisday off work. As with any other morning, he got up and commenced his routine of
takinga shower,shavingandmakinghimself some breakfast and coffee. During these preparations
he enjoyedthe companyof Osli's voice. She read him the news from last night. Apparently Apple's
shareshad closedforthe weekatan all-time low,anothershipment of raw petrow had been stolen
and Lady Gaga's avatar had been hacked. Osli then moved on to sharing the local happenings
includingthe openingof a new Argos food store a couple of blocks away and the re-election of the
mayor.

2. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
"Osli,please stopwiththisboringnews.Giveme anupdate onthe local salesand try to keep it a bit
more interesting this time," said Jason as he finished his meal and got ready to go out.
Your item - MB HardDrive 3x5 - has been dispatched and should be here in about 2 hours. User
John615 had two kittens for sale, £30. User SmartyPants is selling a classic vintage car - Mercedes
S180 - for £1,300." Osli continued. "User TotalBiscuit is selling an Oculus Iris for £620. User BuyMe
has...
"Wait!" interruptedJason. "Suspend the delivery until tomorrow morning. And what was that last
one? Give me more details."
Osli changed her tone indicating a change in stream and stated, "One Oculus Iris, version 3.7,
compatible with MB devices after 2.8. Improved camera functions including 360 degree mode and
haptic feedback. No discounts available."
"Great, make the purchase" ordered Jason.
"Wouldyoulike itdeliveredorwouldyoulike topickitup from 15 Tsarevo Street?" asked Osli. "It is
less than 18 minutes away on foot."
Jason did not respond to her question but instead went over to his Motorola Blocks device and
tappedthe voice iconon the OSLIblock to switch back to the manual interface. He knew he spent a
bittoo much time listeningtothe voice of the OnlineShopLivelnterface,which everyone called Osli.
Eventhoughhe likedherconversationshe wouldpreferone withNicole whohe hadbeendating for
last two months and who he had planned to meet not too much later. Jason confirmed the order
and thenmanually re-configured the blocks in front of him to invoke the security mode and set an
intelligent message response for incoming messages.
Motorola Blocks - MBs - were the runaway success story for the company. The development had
come out of an experimental collaborationwith an anarchist Dutch design collective who originally
claimed they were dismantling modern society "block by block". The MB device could easily be
separated into pieces by Jason - each block connected wirelessly with hidden magnets - and built
intonewconfigurationsjustaseasily.Althoughsometimesthe combinations produced unexpected
results. Despite Motorola's overall control of the project there were still elements of the design
collective's original anarchic ideas in some blocks. Jason had now picked up a half screen block, a
small hard drive block, a function block and a battery block. With his 'phone' in hand Jason left the
house to collect his new impulse purchase.
On hiswayto TsarevoStreet,Jasonlookedthroughhissocial feedof connections.He had'filtered to
'nearby'.Osli had also filtered the feed to only show the most interesting items. There was a party
tonight at 64 King Street and a status from Ivan, "Such a beautiful morning". Jason automatically

3. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
removedthe lastmessage bymarkingitas lessinteresting. Why, Jason did wonder though, did Osli
think this message was interesting?
Aftercollectingthe OculusIris block there was no time to experiment. Jason had to prepare for his
date.Jasonwalked to the new Argos foodstore. He ignored the advertising for the standard blocks
that all shops now carried and tapped in the codes for a bottle of rosé and a 3 brassica bouquet at
the orderingterminal.He scanned his 'phone' across the payment paid and was then prompted for
hisdailyauthorisationcode.Jasonwasalwaysabitfrustratedbythis extra security but he knew the
benefitsandrealisedthatthiswas inevitably because it was another purchase in less than an hour.
He quickly asked Osli for the code 'she' had generated earlier in the day while he was sleeping.
Jason'svoice was the final security check to obtaining his romantic gestures, but he also knew that
hispurchaseswouldmatchhis current profile which included his message on the Social Map about
today'sdate withNicole. Jason already knew how important this matching could be when some of
hisearlierimpulsebuysof experimentalblockshadcausedOsli problemswiththe bankwhenittried
to block the payment because they didn't match his current profile on the Social Map. Jason only
foundoutlaterwhenOsli providedaterse summaryof situation,"Payment issue over the purchase
of fractal block is now resolved." and he had then pressed 'her' for more details.
Aftercollectinghiswineandbouquet,Jason walked towards the fountains in the main square next
to the UniversityforIntegratedCommunications.He casuallyflippedthroughhissocial feedand saw
that Ivan's new status was at the top of the 'interesting' and 'nearby' messages again. It just said,
"Such a great day".
"Osli, what are you doing?" Jason muttered under his breath, knowing that he had switched off
voice commandsafterpayingin Argos. As he was about to mark down Ivan's status again Jason saw
that there were three commentsbeneaththe statusandthese definitely grabbed his attention. The
firstcame fromTracey,Ivan's wife. "Whywould you say that, what's so great about it?" Jason knew
that Tracey was away travelling on business for a week. The next message was also from Tracey,
"What are you doing at Sydney's?" Ivan hadn't turned off automatic location tagging. The last
message was from Nicole: "He is amazing. You don't deserve him you old hag!"
Jason had already stopped walking. Nicole was temporarily house sharing with Sydney.
Jason turned around and walked home. Osli and a bottle of rosé would be his company tonight.
Further Information
SubmittedbyZdravkoAndreev inresponse toaseenexam for a postgraduate Information Systems
course in 2013. Used with permission.
Discussion questions

4. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
1. What type of campaigns would be successful in the world described by the story?
2. What tools and information might be available to define a buyer persona?
Class activities
1. Withwhat youknow about this world, outline a potential digital marketing campaign for a
dating application?
2. Identifythe ethical issuesraisedbythisstory,how shouldthese be consideredwithin digital
marketing campaigns planned for this world?