Seattle Interactive Conference: Of Technology Waves, Generations, Kings

transcript

Microsoft Confidential <#> Minutes

Let’s start with a story

Have you heard of King Canute?

He ruled in a time that

He was real.

He ruled in the 12th century

He was a man of faith, yet his people believed he

was a deity

Wealth Kingdom +

Yet, in his heart he knew…

Despite faith in his divine authority, their

beloved King could not stem the waves

Waves cannot be stopped,

no matter the wealth

or kingdom

Every industry has to deal with

forthcoming technology waves

It goes on across industry and time

The waves of technology never stop

The Old Titans:

Kingdoms + Wealth could delay the

wave of disruption

Fat cat quote

TIME TECH CASH

Technology moved slower

and was for the wealthy

Most of all the waves of

technology were slower

THEN IT GOT FASTER

Fat cat quote

THEY DIDN’T NEED THESE

THINGS

SHOW OF HANDS

You don’t need this You have this

And this

You are the very definition of the

Innovators Dilemma

A dominant entity.

A ubiquitous software.

At the pinnacle of it’s industry.

And rather than

command the waves

to stop…

They’ve acknowledged

that apps are not only the

future of software

But of a new operating system as well

Support the launch of Windows 8 and

build an ecosystem to fuel it

One designed to nurture and spur the

development of apps on the Windows 8

platform

EVERYBODY HAS AN IDEA FOR

AN APP

Every generation has had its technology

that drive imagination, inspiration and

communication

TODAY IS ABOUT

IT’S AN IGNITER

OF STORIES

WELCOME

GRAD CONN

Welcome to the Consumer Control Era

Grad Conn General Manager, Microsoft U.S. Central Marketing Organization

What is a

“Copernican Shift”?

Legend has it that the first

printed copy of

De revolutionibus was placed

in Copernicus’ hands on the

very day he died, allowing him

to take farewell of his opus vitae

(life’s work).

Copernicus

First astronomer to formulate

a scientifically-based

heliocentric cosmology that

displaced the Earth from the

center of the universe – the

defining epiphany that began

the Scientific Revolution.

COPERNICAN SHIFT:

The act of understanding how a

system actually operates, versus

how it superficially appears to

operate.”

Mapping perception to reality

in celestial mechanics

Pre-Copernican Universe

Moon Sun

Post-Copernican Universe

Mapping perception to reality

in the consumer control era

The Traditional Consumer/Software Universe

Consumer

Consumer Consumer

Products

The App-driven “Copernican Shift”

Consumer

What is humanity’s

Unified Field Theory?

“I think, in general, people don’t

buy products, they buy stories”

Ty Montague, former creative director BBH and Wieden + Kennedy; chief creative

officer at JWT North America and now founder of start-up shop Co:..

“The average American is exposed

to 3,000 ad message a day.”

Seth Godin, marketing guru

“Americans consume 200 billion

hours of TV a year; someone born

in 1960 has already watched

50,000 hours of TV.”

Clay Shirky, Cognitive Surplus: Creativity and Generosity in a Connected

“All of use have our own personal

narrative, the story of me.”

“We tell the story of me through all

the choices we make in our life;

the person we choose, the

schools we go to, as well as the

products we buy. The car, the

house, the clothes – all these

things advance the narrative of

me.”

“Americans spend more money on garbage bags – on throwing shit away – than 90 other countries on Earth spend on everything.” “Consider: the relatively young storage industry is worth $17 billion, more than the movie industry.”

Daniel Pink, A Whole New Mind

Modern

Storytelling

“If you don’t have a clearly defined

story, people don’t know what to

do with you, how to use your

brand to advance their personal

narrative.”

EVERY ERA

ITS DOMINANT

TECHNOLOGY

TODAY, IT’S

ALL ABOUT…

“In the era of consumer control, consumers aren’t just consumers. They’re producers, they’re critics, they’re creatives. They are “the people formerly known as the audience”. This is the essential shift that resulted from the digital revolution.”

Clay Shirky, Cognitive Surplus: Creativity and Generosity in a Connected

Modern, user- controlled story

telling…

… that advances our personal

narrative.

TECHNOLOGY WAVES

ARE OFTEN

ASSOCIATED WITH

GENERATIONAL

WAVES.

’50s=BABY BOOMERS

’70s=THE ME GENERATION

’80s=GENERATION X

’90s=GENERATION Y

WHAT DO YOU CALL

US, THE GENERATION

THAT USES APPS TO

COMMUNICATE?

WE ARE…

WE ALL HAVE

IDEAS FOR APPS

OR KNOW SOMEONE

WHO WANTS TO

BUILD AN APP

“The growth of apps is

the fastest growing

consumer segment in

the history of

commerce…”

GENERATION APP IS

CONNECTING

PEOPLE WITH IDEAS

FOR APPS CONCEIVER

WITH THE CODERS

WHO CAN BUILD

THOSE APPS.

CODERS

THINK OF IT AS MATCH.COM

FOR APP CONCEIVERS AND

APP CODERS.

GENERATION APP IS AN ENTIRELY

NEW WAY OF STIMULATING APP

DEVELOPMENT.

SOMETHING NO ONE ELSE HAS

DONE BEFORE.

GENERATION APP GIVES

DEVELOPERS THE TOOLS

AND RESOURCES THEY

NEED…

TO LAUNCH WINDOWS

PHONE AND WINDOWS 8

APPS INTO THE WINDOWS

STORE – IN 30 DAYS.

TOMORROW

WE’LL HELP PEOPLE WITH

IDEAS CONNECT WITH

DEVELOPERS AND

DESIGNERS TO BRING THEIR

APPS TO LIFE.

SiteShuffle

UK Windows Apps

Thank you

Seattle Interactive Conference: Of Technology Waves, Generations, Kings

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