IFBD Term Project Phase 1

1. Project Elba: Discovery Phase 0

2. Project Elba: Discovery Phase 1
Who’s the consumer? I think it’s me or is it you?
More money, bigger TV. More money, bigger house. More money, but I don’t have time to watch TV and I am
rarely at home.
Honey, I promise I won’t miss little Billy’s softball game, I saved the date in my Blackberry...Sorry honey I got
stuck at the office.
What is work? What is play? How can I be “me” and be in two places at once? What is this work-life balance
that we are all seeking?
In the past century, we have defined and redefined work. Man was once the sole bread winner who
took pride in bringing home the prized killing – money. Then both man and woman joined the work force and
it was about work-family balance. We have learned to squeeze out every opportunity for efficiency and
continuously create / use products that promise to boost productivity so that we will have more time doing
things that are important to us. But just think about life after the email was created. We work longer hours
and do less productive work. We are asked to do more with less.
[Source: Kelly Services, Kelly Services says technology drives how we work and where we work, June 24, 2009]

3. Project Elba: Discovery Phase 2
With advancements in
medicine we have been able to
increase our life expectancy
dramatically and therefore the
motivation behind prolonged
life balance and happiness has
never been more important.
What is the truth behind the man, the woman, the workaholic?
John Williams grew up in the slums of New York and his mother worked two jobs to give him the same
opportunities as the other kids. He dreamed of the big leagues and imagined what it would be like to be the
other kid. “Mama, I promise that when I get rich I will move you to a big house where you will never have to
work again”.
Joyce Carmichael grew up in a family of boys. Her father was an old school Texan who managed to
muscle his way to become a well known politician. Throughout her life, she was told that women should be in
the kitchen and take care of the children. Joyce thought differently though – she wanted to prove her father
wrong.
Billy James has always been an interesting character. He never believed in conforming to the norms of
society. As a kid, his parents said that he could be anything he wanted. Now he works for Google.
Growing up in North America, we were taught to work hard and look forward to retirement. What if
we work hard and never reach the promised land of retirement? Where we have all the time in the world to
enjoy what we truly love to do. Why should we leave all the great life experiences to the last 20 years of our
life; at a time when we are old and brittle?

4. Project Elba: Discovery Phase 3
MAKE MONEY BEING ME
EXPERIENCE DESIGN
LIVING LIFE
WORKING FROM HOME
HEALTHLY LIVING
AUTONOMY
TECHNOLOGY KNOWLEDGE
MINIMALISTIC MOBILE OFFICE
ME
EFFICIENCY FAMILY
TRUE HAPPINESS BARTER TRADE
CREATION
SELF EXPRESSION PROTECTOR LOVE
SAFETY CARING
SURVIVAL CONNECTION
WATER RESOURCEFUL
SELF REALIZATION TEACH
PROVIDER
FOOD (WO)MAN SECURITY
PLASTIC
AUTOMOBILE
MONEY SERVICES
AUGMENTED REALITY
VIDEO GAMES HAMMER WEAPONS FRENCH FRIES &
SKYPE MARKET HAMBURGERS
MUSIC
EDUCATION FIRE MANUFACTURING
3D TV SPORT
GOOGLE
TELEPHONE TRAVEL ELECTRICITY
TIME
WORKSNUG VOIP
FACEBOOK
CORPORATION COMPUTER
AIRPLANE LAPTOP
EMAIL
WIRELESS TECH
WWW
We have multitasked our way to an ADD epidemic
I can use instant messaging on my Blackberry while receiving Tweets from my followers who I have just
added to Facebook.
Do you enter every event on a calendar and then manage it with a to-do list? Do you forget your loved
one’s birthdays? These are just a few of the ADD related symptoms that are a product of your work
environment and the endless battle for efficiency.
In the late 1990s and early 2000s, one sensed a kind of exuberance about the possibilities of
multitasking. Advertisements for new electronic gadgets—particularly the first generation of handheld digital
devices—celebrated the notion of using technology to accomplish several things at once. The word
multitasking began appearing in the “skills” sections of résumés, as office workers restyled themselves as high-
tech, high-performing team players [Christine Rosen, The Myth of Multitasking, 2008].
Dr. Edward Hallowell, a Massachusetts-based psychiatrist who specializes in the treatment of attention
deficit/hyperactivity disorder calls multitasking a “mythical activity in which people believe they can perform
two or more tasks simultaneously.” In a 2005 article, he described a new condition, “Attention Deficit Trait,”

5. Project Elba: Discovery Phase 4
which he claims is rampant in the business world has the hallmark symptoms that mimic those of ADD
[Christine Rosen, The Myth of Multitasking, 2008].
The picture that emerges of these pubescent multitasking mavens is of a generation of great technical
facility and intelligence but of extreme impatience, unsatisfied with slowness and uncomfortable with silence.
[Christine Rosen, The Myth of Multitasking, 2008].
“I noticed that the more things I could do with ease on my computer, the harder it was to focus on any
one activity. My natural inclination to jump from one thing to another prematurely was now aided and abetted
by technology—the very thing that was supposed to be helping me. Then, after the PDA and cell phone became
a part of my daily life, I found myself, like millions of others, faced with even more interruptions, and it became
increasingly difficult to concentrate. The technological advances that once seemed so liberating had become
oppressive.” [Bruce Weinstein, PhD, The Ethics of Multitasking, BusinessWeek, September 2009]
The tides are changing...
Turnover is a major issue for many businesses because of the costs of hiring and training new
personnel, as well as the costs of not having departed employees working toward organisational goals [Boles et
al, 2001]. Working longer hours and the stress associated with tight deadlines, increased responsibility, or not
seeing your family can be seen as a key driver.
[Source: Kelly Services, Kelly Services says technology drives how we work and where we work, June 24, 2009]
Overworking not only affects your mental state but also married life. In a time when divorce is as
common as university degrees work-life balance has never been more important. The table below extracted
from Yamaguchi Kazuo’s research suggests that the greatest influences on marital satisfaction relate to shared
experiences and time spent together.

6. Project Elba: Discovery Phase 5
Environments that support employees’ work-life balance have been found to improve organisational
commitment – defined as a belief in and acceptance of organisational goals and values, a willingness to exert
effort toward these goals and a desire to maintain organisational membership [20:20 Series | The Case for
Work/Life Balance: Closing the Gap Between Policy and Practice].
However, the line between work and life are beginning to blur. Our coworkers have become our
friends on Facebook and you boss enjoyed the video you posted on YouTube of your trip in Europe. Employers
are beginning to realize the importance of corporate culture and retaining talent. The efficient robots of the
work force are beginning to express who they are. Imagine if you could do your laundry at work. Imagine if
you could gain inspiration for a new project in your kid’s playroom. Job satisfaction is a thing of the past. It is
now life satisfaction.
The solution to this information overload age is to understand how technology
should help us
The advancements in technology were meant to help us become more efficient leaving more time to
do more rather than to become workaholics. The “more” is up to us and depends on what our true desires
and aspirations are. The opportunistic corporate world has taken advantage of technology by leading us to
believe that being connected means being available to work.

7. Project Elba: Discovery Phase 6
VIRTUAL LIFE (VANILA
SKY?”
SURROGATES
VIRTUAL
REALITY REALTIME
BEHAVIOR OFFICE HEALTH
SUGGESTIONS AWARENESS
EXPERIENCE LIFE OF ANOTHER PERSON
CENTRALIZED
INTELLIGENCE PERSONALIZED
REMOTE ADVERTISEMENT
SURGERY
INFORMATION AT PORTABLE PERSONAL
FINGERTIPS WEB
PILOTLESS REALTIME
MILITARY ACCESS WORKING ARGUMENTED
FROM HOME REALITY
WORKING FROM
BLURRING DISTANCE ANYWHERE
WITH MASS COMMUNICATION
MEDIA CONVIENCE EFFICIENCY ONLINE
VIRTUAL COMMUNITY
SCHOOL SMART
HIGHER COMFORT SEARCHES “SIMILATED ME”
VIRTUAL PRODUCTIVITY ONLINE
MARKETPLACE DIARIES
TECH MEMORY TRANSFER
SATELLITES APPLIANCES
BLOGS AVATOR
FACEBOOK
`
COMPUTER
AUTOMOBILES
WEB 2.0 MATRIX
TELEPHONE
PREDEICTIVE
WIKIPEDIA SMART NANO ANALYSIS
PHONES MACHINES
INTERNET
3D TV ARTIFICIALLY INTERLLIGENT
HUMANOIDS
REALTIME HEALTH
WEB 3.0
IPAD INDICATORS
CLOUD MEASUREMENT
MICRO-MRI
Instead of leading a battle against the working world, what if we could change the definition of work?
What if work, play, and consumption all happened in the same place and your life experiences are not limited
by the four walls that surround you? Yesterday, the hype was about artificial intelligence. Today, the world is
moving towards technology that change the way you experience your world, learning about you through your
eyes.

8. Project Elba: Discovery Phase 7
“U.S. online display ad
spending with behavioural
components that look at
audience interests and
intentions will reach more
than $1.1 billion in 2010”
-Behavioral Targeting to Grow, Adweek,
Feb 18, 2010
The days of multitasking and information overload is coming to a close as you can now control where
and how you would like to work. The result is true productivity, where you become the most efficient in your
space. For example, take a look at the iPhone app, WorkSnug (http://www.worksnug.com/). It is a tool that
connects mobile workers to the nearest and best places to work in the major cities of the world through the
use of augmented reality and location-based services. If you like working in coffee shops, this application will
tell you details such as connectivity, noise level, power provision, and even the quality of the coffee.
Another application, Life Balance (http://www.llamagraphics.com), promises to function as more than a typical
personal organizer. The remarkable part of this application is its ability to identify your physical whereabouts –
work, home, or leisure.

9. Project Elba: Discovery Phase 8
In another realm, advancements in the medical field are pushing the boundaries of what is possible.
Nanomedicine has introduced nanorobots to perform surgeries but also realtime monitoring of body functions
such as bloodless diabetes monitoring [Jennifer Chu, Technology Revew, Feb 27, 2008].
So where is this leading to?
VIRTUAL LIFE (VANILA
MAKE MONEY BEING ME SKY?”
EXPERIENCE DESIGN SURROGATES
VIRTUAL
LIVING LIFE REALITY REALTIME
WORKING FROM HOME BEHAVIOR OFFICE HEALTH
SUGGESTIONS AWARENESS
HEALTHLY LIVING EXPERIENCE LIFE OF ANOTHER PERSON
AUTONOMY CENTRALIZED
TECHNOLOGY KNOWLEDGE INTELLIGENCE PERSONALIZED
REMOTE ADVERTISEMENT
MINIMALISTIC MOBILE OFFICE SURGERY
ME PORTABLE PERSONAL
INFORMATION AT
EFFICIENCY FAMILY WEB
TRUE HAPPINESS BARTER TRADE EMPLOYER PILOTLESS REALTIME FINGERTIPS
CREATION TRENDS MILITARY ACCESS WORKING ARGUMENTED
FROM HOME REALITY
WORKING FROM
SELF EXPRESSION PROTECTOR PERSONALIZED BLURRING DISTANCE ANYWHERE
LOVE GLOBALIZATION
SAFETY CARING SERVICE/PRODTHE “ME” WITH MASS COMMUNICATION
BABYBOOMER
SURVIVAL CONNECTION UCT MEDIA CONVIENCE EFFICIENCY ONLINE
CULTURE RETIREMENT LIFE
VIRTUAL COMMUNITY
RESOURCEFUL CLOUD EXPECTANCY SMART
WATER CHILDLESS SCHOOL
SELF REALIZATION TEACH COMFORT SEARCHES “SIMILATED ME”
PROVIDER PERSONALIZ BY CHOICE? HIGHER
(WO)MAN SECURITY VIRTUAL PRODUCTIVITY ONLINE
FOOD IPAD MARKETPLACE DIARIES
PLASTIC
AUTOMOBILE GLOBAL OPPORTUNITIES
TECH MEMORY TRANSFER
MONEY PRODUCTIVTY SATELLITES APPLIANCES
SERVICES WARMING
AUGMENTED REALITY BLOGS AVATOR
VIDEO GAMES HAMMER WEAPONS FRENCH FRIES & FACEBOOK
SKYPE MARKET MUSIC HAMBURGERS SELF CULTURAL
ACTUALIZATION VALUES HEALTH
WEB
DEVELOPMENT `
COMPUTER
TELEPHONE
AUTOMOBILES
WEB 2.0 MATRIX
EDUCATION SPORT FIRE MANUFACTURING AWARENESS
3D TV
PREDEICTIVE
GOOGLE STANDARD OF
REGULATIONS WIKIPEDIA SMART NANO ANALYSIS
TELEPHONE TRAVEL ELECTRICITY LIVING
TIME PHONES MACHINES
EDUCATION INTERNET
WORKSNUG VOIP 3D TV ARTIFICIALLY INTERLLIGENT
FACEBOOK HUMANOIDS
REALTIME HEALTH
CORPORATION COMPUTER WEB 3.0
INDICATORS
IPAD
AIRPLANE LAPTOP CLOUD MEASUREMENT
EMAIL
WIRELESS TECH
WWW
EMPLOYER
TRENDS
PERSONALIZED
SERVICE/PROD GLOBALIZATION
THE “ME” BABYBOOMER
UCT CULTURE RETIREMENT LIFE
EXPECTANCY
CLOUD
CHILDLESS
PERSONALIZE BY CHOICE?
IPAD
GLOBAL OPPORTUNITIES
PRODUCTIVTY
WARMING
SELF WEB
ACTUALIZATION CULTURAL DEVELOPMENT
VALUES
HEALTH
AWARENESS
STANDARD OF
REGULATIONS
LIVING
EDUCATION

10. Project Elba: Discovery Phase 9
Take a look and just see where technology is headed – we have just grazed the surface of the evolution
beyond the Web 3.0 era. In 2006, researchers were studying a young woman considered to be in a vegetative
state. Using MRI to scan her brain, they asked her to imagine herself playing tennis and touring her own home,
and found that her brain behaved in much the way a normally functioning brain does [Elizabeth Armstrong
Moore, CNET, February 4, 2010]. The question now becomes – how can these findings change the way we
live? Will this technology read my mind? Can it be integrated with augmented reality to create a virtual space
that is feels real at the same time?
SecondLife is an example of where work, play, and leisure all happen in the same place. In the pseudo
real-virtual space, gamers meet in a world where Stanford professors lecture and IBM employees conduct
conferences.

11. Project Elba: Discovery Phase 10
We are only beginning to see the potential of all these signals. As internet becomes an essential part of
life and wireless access gains widespread connectivity we will be able to work anywhere we want. Future
technology will begin to understand and monitor more than just our sugar level but our emotional state and
even our thoughts. When are we most productive? What makes us happy? What are we really thinking?
You will not miss little Billy’s baseball game because you are busy all day trying to do six things at once.
Life will become simplified. Life will be led by you.

12. Project Elba: Discovery Phase 11
Business Implications
Stakeholder Opportunity Models
Corporations Human Resources: Matching Software / service
corporate culture and interests of subscriptions
individuals
Work auctions (reverse
Work productivity: increase work auction)
effectiveness, creativity, mental
health Data management and
Governments Reducing healthcare costs analysis
Maximize GDP
You Self realization
Maximize potential
Intrinsic rewards
Enjoy life