Tekes Place&Space

©2005 SATAMA INTERACTIVE

Re-inventing Places and SpacesSummary of research collaboration with the Institute For The Future (IFTF)

30.11.2005

Jokko Korhonen, Senior Designer


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Satama is a leading digital services company

We help our clients do better business online.• Our 300 experts are specialized in business

development, design, and technology.

• Satama’s three service areas are Self-Service services, Interactive Marketing Communications, and Future Services

• Our client-specific teams delivered over 1.000 world-class projects in 23 countries last year.

• Operations are complemented by an effective international partner network.

Satama is a financially solid, growth-seeking company:

• Market leader in Finland.

• In Europe, we are the leading service provider in our field for the telecommunications sector.

• In 2004 our net sales were EUR 23.6 million, an increase of 10.5% from 2003.

• Net profit was EUR 1.5 million, which is 6.3% of revenues.

• At year-end, our equity-to-assets-ratio was 76.3% and liquid funds were EUR 8.4 million.

Helsinki

Stockholm

Tampere

Amsterdam

Düsseldorf

Turku


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Re-Inventing Place and Space Research

Q2-Q3, 2003

Observation @ Starbucks, Tuesday 18 March, 2003


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1. Background to research

2. Research approach and collected data

3. Customer profile: Cybernomads 2003

4. Cybernomadic products and services from 2013



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Institute For The Future

Foresight - Insight - Action

Identify and evaluate discontinuities that are likely to have major impacts on businesses over the next 3 to 10 years

1. Uncovering trends

2. Profiling consumers

3. Envisioning the future

URL: www.iftf.org

Satama has collaborated with IFTF in two research projects

• Global Youth Networks, 2001

• Re-inventing Place and Space, 2003



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1980s 1990s 2000s 2010s

Source: Institute for the Future

Ubicomp


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Wireless(wi-fi & cellular)

Urban(third places)

Re-Inventing Place & Space

Research(the non-technical side of

ubicomp)

1. Uncovering trends

2. Profiling consumers

3. Envisioning the future


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2. Change in social institution

(family, government)

4. Demand for certain

types of invention

1. Technological change

(invention, innovation)

3. Change in people’s social philosophy

(beliefs, attitudes, and values)

ResearchUncovering trends

UnderstandProfiling consumers

ScenariosEnvisioning the future


Research

Wireless, Connectivity, Positioning technologies


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types of invention





ResearchUncovering trends


Research

Wireless, Connectivity, Positioning technologies

Hot spots in “third” places& wireless users

Hot spots in “third” places& wireless users


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1,3

1,32,3

Research conducted also in OuluResearch conducted also in Oulu


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P2P

B2B portals

IRC

IM


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Research


types of invention



= Wireless, Connectivity, Positioning technologies




Research

UnderstandProfiling consumers


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Cybernomads:• Traverse the physical and digital landscapes

• Develop integrated human-machine relationships and identities

• Make use of distributed technical and social resources for everyday business

Cybernomads:• Traverse the physical and digital landscapes

• Develop integrated human-machine relationships and identities

• Make use of distributed technical and social resources for everyday business

Cybernomad

(2003)


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Resources:• Connectivity, power, devices

• Physical and digital places

• Identity and presence markers

• Trust and reputation systems

• Affinity groups

Resources:• Connectivity, power, devices

• Physical and digital places

• Identity and presence markers

• Trust and reputation systems

• Affinity groups

Cybernomad

(2003)


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Cybernomads and nomads share the

operating principle of focal points

Economic practicesMovementLandscape

Social interactionSocial organization

Relationship to non-nomads

~


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Diverse economic relationships to the global economy:

• Knowledge workers (creatives, designers, innovators), service workers, students, and gamers

• Work in the niches and gaps of the global market”


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Mobility is planned and systematic:• Activity, experience, and convenience based

• Contingent on settings, institutions, and people

• Taxonomies of spaces and maps of routes

• Movement supports economic practice


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Marginal, scarce resources:• Physical and digital mobility helps leverage time, social connectivity, inspiration, and attention

• Opportunistic use of time, place and connectivity


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Tribal, local, and neighborly:• Social and emotional proximity shape structure (homogenous groups)

• Scaling relies on affinity of connective nodes

• Persistent tribes


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Cooperative and collective:• Activate social networks to solve complex problems

• Catalyze action (flash mobs)

• Extend personal selves (blogging)

http://dean2004.meetup.com/


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Symbiotic and interdependent:• P2P computing

• New political action (Dean campaign)

• IP battles


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Sensory transformations (going towards a ubicomp world):

• Shifts in sensory perception: see the world differently

• New forms of visual awareness, attention and cognitive processes

• Big social and cultural transformations

Sensory transformations (going towards a ubicomp world):

• Shifts in sensory perception: see the world differently

• New forms of visual awareness, attention and cognitive processes

• Big social and cultural transformations

Cybernomad

(2003)


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Research


types of invention

Sensory transformations





Cybernomads


Research

ScenariosEnvisioning the future

Products and services 2013Products and services 2013


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Urban(third places)

Topos ChronosTopos Chronos

2013


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Urban(third places)2013

1. Places Will Be Embedded with Social Narratives • Anyone can publish information in connection with

place

2. Places Will Be Multi-Layered• Places annotated with information evolve multiple

layers of identity and meaning

3. Places Will Be Customizable• Access to resources enables people to use place for

their own needs

4. Places Will Be Subversive• Accessing information layers leads to emergent

interaction between people and environment

1. Places Will Be Embedded with Social Narratives • Anyone can publish information in connection with

place

2. Places Will Be Multi-Layered• Places annotated with information evolve multiple

layers of identity and meaning

3. Places Will Be Customizable• Access to resources enables people to use place for

their own needs

4. Places Will Be Subversive• Accessing information layers leads to emergent

interaction between people and environment


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Urban(third places)2013 1. Information orienteering • Need tools for accessing and presenting Chronos

based information related to place

2. Designing personal information flows • Need to filter all kinds of information according to

context• Need to manage distributed infrastructure of virtual,

scattered and fixed resources

3. Learning to live with distributed and persistent identity • Need to manage and monitor communication states

4. Setting up camp • Need to adapt to places socially and technically• Want to customize places according to personal

needs

1. Information orienteering • Need tools for accessing and presenting Chronos

based information related to place

2. Designing personal information flows • Need to filter all kinds of information according to

context• Need to manage distributed infrastructure of virtual,

scattered and fixed resources

3. Learning to live with distributed and persistent identity • Need to manage and monitor communication states

4. Setting up camp • Need to adapt to places socially and technically• Want to customize places according to personal

needs


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2013


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2013Artifact 1: Mapgeste

Personal mobility management tool for navigating physical and digital landscapes of people, places, information and focal points of connectivity.

Insights:

New technologies make mental maps visible

Mobility will be redefined in the new spatial landscape

People will increasingly navigate layers of information around place


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SF LibraryHigh SpeedStrong Signal52 current users (max 150)Free

Joe’s CafeMedium SpeedStrong Signal2 current users (max 12)Free

StarbucksHigh SpeedStrong Signal14 current users (max 30)Free


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The Starbucks at New Montgomery and Market has WiFi, but if you sit at the northwest table the WiFi from the furniture designer next door is accessible and free.


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2013Artifact 2: E-Song

Service (intelligent agent) for aggregating geo-coded stories, music and other information related to a neighborhood and device for listening to them as you move about in the space.

Insights:

Places will build up layers of social narrative and meaning

No place will be a strange place

Dead time won’t be dead anymore


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2013Artifact 3: Wrist-band

Device that maps one’s social network by geographic location, displaying location and communication availability and preference at the moment.

Insights

New technologies will facilitate location-based social interactions

Social networks will become visible and persistent

Individuals will increasingly visualize themselves as a part of a larger social body

Filtering location-based social interactions by degree of social intimacy


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2013Artifact 4: Starbucks Fidelity Jacket

Wearable computer that functions also as a “membership card” for loyal Starbuck’s customers that confers benefits when worn at Starbucks: automatic profile recognition and awarding of loyalty points.

Insights

Technological infrastructure will be integrated into the body

A layered infrastructure is evolving (stationary and place-specific, distributed, virtual)

Technologies become sociable

Global technology infrastructures will diverge (“fractured ubiquity” - US centric view)

Flexible display

Highly directionalspeakers

Personal server

GPS

4-terabytedigital storage

Flexible display

Wi-Fi antenna

Microphone

Control for music player

Keypad


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2013Artifact 4: Starbucks Fidelity Jacket

Large flexibledisplay

New York Times wireless reader


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2013Artifact 5: Simoleans

Coupon worth 1,000 Simoleans, the currency for the virtual economy in the massively multiplayer game (MMP), The Sims Online, embedded with RFID tag for easy transfer and exchange in the retail physical world.

Insights

Virtual and real economies will become increasingly intertwined

MMPs provide important social environments

MMPs will become important channels to reach consumers


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2013Artifact 6: Business Card

Business address on the card is a commuter train where the owner of the card works as a language instructor…

Insight

Technologies will further facilitate repurposing of place and space

People will manage a palette of workplaces


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2013Artifact 6: Business Card


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Business Implications

A new spatial landscape for conducting business distributed across a fused digital–physical space

• Opportunity: new types of consumer interactions and new sets of needs

A new social platform for interacting with customers, suppliers, and partners• Opportunity: new channels and contexts for communicating with customers, partners and employees

A new framework for value exchange using P2P networks, personal production, and social networks

A host of new roles for businesses, workers, and consumers in the niches of the Urban landscape


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Now:Measuring (precision)Storing (wires)Sharing (Suuntosports.com)Its about being in Control (performance)

Future:Sensing (fuzziness) Updating (wireless)Presence (social networks)Its about Flowing (lifestyle)

Product and Service Visioning Concepts for Suunto


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Within 1 year 1-3 years 3-5 years Beyond 5 years

Services&

Products

Suunto Geo-coded Blogs Suunto Channel

Suunto Urban Navigation Instrument

(1G concept)

Suunto Display And WirelessGateway Instrument

(2G concept)

Suunto WirelessGateway Instrument

(3G concept)

Experiences in places

Technologies become sociable

Product and Service Visioning Concepts for Suunto


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INFORMATION ABOUT REALITY

INFORMATION FOR REALITY

INFORMATION AS REALITY

Influence of information in overall experience

Ubi

quity

Topos Chronos


Thank You!

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