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L20 Local
L20 Local
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L20 Local

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Local is the Lo in SoLoMo, the buzz word. Local is not only about location, it´s also about your digital track record. Over 70% of Netflix users watch the films recommend. Mining data to understand people´s behaviour is getting to be a huge and valuable business. Advertisers see opportunities in getting direct to their target groups. Predictive intelligence is also about where you will be at some time in the future, and where somebody you know will be.

The world is about to get really scary.

Local is the Lo in SoLoMo, the buzz word. Local is not only about location, it´s also about your digital track record. Over 70% of Netflix users watch the films recommend. Mining data to understand people´s behaviour is getting to be a huge and valuable business. Advertisers see opportunities in getting direct to their target groups. Predictive intelligence is also about where you will be at some time in the future, and where somebody you know will be.

The world is about to get really scary.

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L20 Local

  1. 1. LECTURE L20 LOCAL
  2. 2. WHAT DOES A “LIKE”
 SAY ABOUT US?
  3. 3. Local 55 million people checked in 10 billion times to FourSquare Grew 3400% in 2010
  4. 4. “Check in”
  5. 5. Local 78% of mobile users use location based apps
  6. 6. Eric Schmidt MacTaggart Lecture, Edinburgh TV Festival
  7. 7. If content is king, 
 context is its crown
  8. 8. One of the most important contextual signals is location
  9. 9. Social Signals
  10. 10. Adjacent Possible The inventor must use the components that exist in his environment Steven Johnson
  11. 11. Mobile is more than a small computer, with small screen, that happens to do voice
  12. 12. Local is more than where you are Local
  13. 13. Local is also about you – your digital footprint Local
  14. 14. Local is the CONTEXT of the CONTENT Local
  15. 15. EVERYTHING WE DO
 CREATES A DIGITAL FOOTPRINT
  16. 16. WHY IS IMPORTANT? LOCAL
  17. 17. THE INTERNET IN 1994
  18. 18. DATACOMPLEXITY
  19. 19. EXPONENTIAL
 GROWTH
  20. 20. 30 DOUBLINGS = BILLION
  21. 21. THEORY OF DATACOMPLEXITY
  22. 22. LINEAR
  23. 23. CATEGORISED
  24. 24. SEARCH Search
  25. 25. CUSTOMIZED YOU
  26. 26. INTELLIGENT Software will tell you what you need before you realized
  27. 27. BIG DATA MARKET IS WORTH 
 48.3 BILLION USD BY 2018
  28. 28. IT IS EXPECTED THAT 4.4 MILLION JOBS 
 ARE NEEDED WORLDWIDE FOR DATA ANALYSIS
  29. 29. THE DRIVER IS FINANCIAL Source: IDC IVIEW Extracting Value from Chaos
  30. 30. COMPANIES HAVE
 INVESTED IN TECHNOLOGY FOR 4 TRILLION DOLLARS SINCE 2005 Source: IDC IVIEW Extracting Value from Chaos
  31. 31. DATA GENERATED IN 2015 WAS 5,600,000,000,000,000,000,000 5.6 ZETTABYTES
  32. 32. 75% OF DATA 
 COMES FORM 
 INDIVIDUALS Source: IDC IVIEW Extracting Value from Chaos
  33. 33. NUMBER OF PEOPLE ON THE INTERNET 3.5 BILLION
  34. 34. GOING TO BE 50 BILLION
  35. 35. INTERNET OF THINGS
  36. 36. If you liked this, you will also like this other thing
  37. 37. Local
  38. 38. What if you had all the music in the 
 world. What will you listen to next?
  39. 39. CONNECTING DIGITAL FOOTPRINTS TOGETHER
  40. 40. http://www.flickr.com/photos/zongo/
  41. 41. Local Around 67% of Netflix rentals are a result of algorithmically generated recommendations
  42. 42. Data analytics system will 
 explore your digital footprints KEY TREND
  43. 43. Content will be delivered by
 algorithms KEY TREND
  44. 44. Filter Bubbles http://www.thefilterbubble.com/ Local
  45. 45. Eli Pariser Filter Bubbles
  46. 46. Filter Bubbles http://www.thefilterbubble.com/ Local
  47. 47. Getting it Right WHAT
 YOU
 WANT SERENDIPITY WHAT
 YOU
 NEED
  48. 48. ASSISTED SERENDIPITY
  49. 49. PERSONALISED CONTENT
  50. 50. Privacy vs. Transparency PRIVATE PUBLIC
  51. 51. Security vs. Convenience SECURE CONVENIENT
  52. 52. Those who provide the most
 relevant results win KEY TREND
  53. 53. Those who add serendipity
 to the experience will win KEY TREND
  54. 54. Privacy is dead We have to change our norms KEY TREND
  55. 55. Eric Schmidt MacTaggart Lecture, Edinburgh TV Festival
  56. 56. “The true cost of remaining anonymous, then, might be irrelevance.” - Eric Schmidt, Google
  57. 57. Your Digital Footprint + Data Analysis + 
 Serendipity = Local User Experience KEY TREND
  58. 58. 202020102000199019801970 HARDWARE SOFTWARE NETWORK DATA + INTELLIGENT REAL-TIME SOFTWARE KEY TREND PDA
  59. 59. Summary Local is more than where you are Data Complexity means smart Big Data is everywhere Someone will analyse the data Those with the best experience win

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