How the Internet of Things is changing events, arts and cultural exhibitions

1. New user experiences in physical spaces for
a totally new generation of users: 5 things
the IoT is changing forever
Massimo Cortinovis
@cortimax

2. 1.Millenials: how different they are from previous generations
2.The new way of attending events and exhibitions
The starting points

3. Millennials!
Millennials, also known as Generation Y or the
Net Generation, are the demographic cohort
that directly follows Generation X.
Howe and Strauss define the Millennial cohort as
consisting of individuals born between 1982 and
2004.
Millennials grew up in an electronics-filled and
increasingly online and socially-networked world.
55 percent have posted a selfie or more to social
media sites versus 20 percent of Generation X.
Millennials are generally comfortable with the
idea of a public Internet life. This comfort with
social media means they are good at self-
promotion and fostering connections through
online media.

4. Millennials (and younger)!
“On average, french boys
and girls aged 13-19 spend
13h30’ online every week”
Source: Ipsos 2015

5. Millennials (and younger)!

6. Millennials!
“28% of germans aged
18-29 visit YouTube several
times per week, compared
to 10% of germans aged
30-49.”
Source: Goldmedia 2015

7. Millennials!

8. Millennials!
“83% of US millennials use
social sources for information
about arts and culture.”
Source: Associated Press

9. Millennials!

10. 1.A reduced long-term memory
2.Lower periods of attention
3.Faster decisions
Millennials!

11. Experientialists: Baby Boomers spectate, Generation X and Millenials
participate.
We must design a most powerful experience!
Technology is rapidly converging our physical and digital world
The internet of things. Internet embedded into our environments
The new spectator, the new visitor

12. "We're trying to make going to a physical building more like
going to a website" Lath Carlson, the San Jose Tech Museum
"The idea is to personalize a visitor's museum experience and
then couple that with a Web portal," says Carlson. "So once
you've gone through the museum, you can later share your
experiences online with others and together build upon them
over time."
So what’s going on?

13. So what’s going on?

14. So what’s going on?
"It's also shaped like a pen because it gives visitors the explicit permission to go and do things,"
says Seb Chan, the museum's director of digital and emerging media. "It's like 'Hey, we've given you a
pen.' 'What do I do with a pen? Oh! I create stuff. Right, obviously I'm here to create stuff.' "

15. 1
A more powerful experience
2
Personal involvement in the experience
3
Social Sharing
The three must have’s in physical experiences

16. 5 things the IoT is changing forever

17. People must be connected to enjoy a better experience in physical spaces. Will
they want to do it?
“Privacy, in the Millennial eye, is mostly a concern of functional settings
limiting who sees their online shares.” - Source: TechTarget.com
Case Study: Disney Magic Band - connect and enjoy powerful experiences!
1. Registration and Profiling

18. Disney Magic Band

19. By authenticating a user as he enters in a physical space and makes a new
experience, it is possible to make such experience personalized and memorable.
Authentication can happen thanks to a wearable device which interacts with a
sensor.
Due to the low price of sensors and computing it is now possible to embed the
Internet widely in physical spaces.
Case Study: AC Milan Museum
2. Authentication

20. Rewarding experiences in the physical places need to include:
a.personalization of the experience
b.some fun
c.immediate possibility to share the experience
A powerful experience will make the user want to share it on line thus
spreading the message.
Case Study: Cooper Hewitt Smithsonian National Design Museum
3. New Rewarding Experiences

21. New Generations do not want to spectate. They want to be part of the
experience and they want to share it.
Facilitating the social experience is key to increasing the reach through
viralization
4. Social Sharing

22. Connected users and their actions are easy to monitor.
Monitoring is key to consistently enhance the initiatives and to measure the ROI.
5. Monitoring

23. 5. Monitoring

24. @cortimax
Thank you