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Good technology, bad advertising... Challenges of the digital frontier

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Good technology, bad advertising... Challenges of the digital frontier

Over the years, the digital industry has come with many technologies and platforms that users have embraced and have led to new heights of growth. However, all these have evaded advertising in any form. Users switch off Bluetooth advertising, but they use the technology for sharing data and using multiple gadgets. Experiences of social networking platforms aren’t different either. One of the final panels at MipTV 2010 spoke on some of the trends that companies need to watch out for before using these technologies.

Andrew Bullion, Co-Founder, Creative Cooperative, France, listed out some of the forthcoming digital trends, that included augmented reality, geo locative, social urban gaming and applications that would be seen for the likes of education and heritage to tourism and health. Bullion spoke of the values and aspirations that led one to experience curiosity. This was where social networking would continue to gain for a long time to come.

Another point that he touched on, which he reckoned would play a key role on how these communication routes shaped, were policies. He said, “Policies would make a difference. At present, governments across Europe are saying that they would support things like professionalism, internationalisation, regional development, financing of innovation in digital media and intellectual property.”

The ownership of data, where open data was the way to work, also led to piracy. The new digital democracy is aware of this, but the question is what next?

Area Code’s Managing Director and Co-Founder Kevin Slavin cited an example of how the relationship of this new democracy with data was changing. He said, “You can now map who funded which political party, in essence signifying who they voted for. The data was always there, but people’s relationship with data has changed, and now it is more accessible.” Slavin was also of the opinion that the personal territory of people was changing as generations passed. He said, “If we accept that, then we can work on how in the reduced personal space, there can still be more depth.”

Stephane Distinguin, Founder and CEO, faberNovel, France, advised that the key was to pay full attention to users before innovating. He used the example of Bluetooth to speak on initiatives like BlueEye, which used the technology to help people in the subway of France’s Charles de Gaulle Airport. He observed, “When you are offering them something of use, then you are at a place where you can offer them something that they may not use, but they could consider.”

The best part of the session came from Christophe Aguiton, a researcher with Orange Labs, France, who shared with the audience on the next generation of data mapping. He explained that technology had enabled people enough about living maps. The challenge was that the data was available, but how best could it be used, especially when it required, in most instances, to secure permission from the user to share that data. The panel agreed that over the years, sensibility had changed and an urban literacy was created that had now become opaque to one part of the populace.


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