För ungefär 11 år sedan gick jag in genom dörrarna på IHM business school för att stärka min kunskap inom strategisk marknadskommunikation. Året var 1998 och jag arbetade på Framtidsfabriken med koncept för kunder som Nike Europe, Vattenfall, Bredbandsbolaget, Expressen mm.
Ledda av Jonas Birgersson, mer känd för allmänheten som mannen i orange Helly Hansen fleece tyckte jag att vi hade bra koll på vilka trender som lurade runt hörnet. Nu 11 år senare vet jag att vi hade bra koll men helt fel uppfattning om hur fort trender verkligen slår igenom. Först idag kan jag säga att jag har någorlunda bra koll på vilka trender som lurar som hörnet och det beror mycket på att jag i mer än 15 år försökt mig på att förutspå dem och för varje år kommit ett steg närmre känslan för när och hur en trender.
När jag studerade på IHM träffade jag Göran Adlén. Under mina två år där hade vi honom då och då som lärare och sedan hade jag förmånen att få honom som examinator. Redan då delade jag och Göran stor passion för prylar, trender, teknologi och kommunikation. Vi har under åren sen dess sporadiskt hållit kontakt och stött på varandra här och där.
Nu 11 år senare är jag därför extra glad att få möjligheten att vara med när Göran sänder TrendTV. Det här nya programformatet som sänds på nätet har hunnit gå 6 avsnitt och i senaste programmet är jag med. Inför det programmet gjorde Göran en intervju med mig. Resultatet blev strålande tyckte man och därför publicerades även intervjun i sin helhet. Med Görans tillstånd har ni just intervjun här.
TrendTV är ett strålande exempel på den demokratisering vi ser av media tack vare teknologi och internet. Göran producerar tillsammans med Minnesota Communications ett strålande TV program (vi kan sluta kalla saker på nätet för webb TV) som ger dig som tittare koll på de senaste samhällstrenderna. För så får man nog kategorisera programmet.Göran är och har alltid varit expert på att plocka upp signaler inom olika områden och översätta vad det här betyder för dig som marknadsförare och kommunikatör.
Så, om du är marknadsförare/kommunikatör, hoppa vidare till TrendTV och se till att du får information om framtida program.
psst. Det här här nog inte det sista ni ser av mig och Göran Adlén tillsammans
Yesterday I had a very nice evening. First a visit to Berghslive. Lot’s of student. Lot’s of great work. I actually ended up buying one of the students pieces. I’ll show you what that was in a couple of days.
After that followed a date with Mr Aviation, Ms Gin Fizz, a dame called Strawberry Blizz, and someone called Bronx Cocktail. We all had a blast.
Those were things I enjoyed yesterday. Today when I’m up and awake I like this new commercial for Orangina:
…and this new flick for H&M Matthew Williamson…
..and this corny thing for Oasis softdrinks.
Ultimately. They all got me interested. They all made me look. They all entertained me.
The new Apple iMedia? (isn’t it strange that Apples iTunes interface is made for exactly a 10″ screen)
All over the net people are buzzing about what will come from Apple the next WWDC event in June. Reports says Apple has ordered a bunch of 10” displays that might be used to build a Tablet Mac, HD iTouch or a business iPhone. From these alternatives I think the HD iTouch is the most probable rumor (at least I hope so). However I think we should take it a couple of steps further than people have done so far.
I would launch a 10” version of the iTouch that has a combination of the iTouch and Apple TV interface inside and call it iMedia.
The new Apple iMedia to be launched at the 2009 WWDC event would include a wireless HDMI plug that made it possible for me to sit at home, using the it to browse Apple TV, my iTunes application, the internet [click to continue…]
Nr 3 was “Advertising will move into the TV sofa again”. The trend forecast was based on the idea that both Microsoft and Apple will in one way or another integrate their operative systems into the TV before 2012.
The Consumer Electronics Show kicked off yesterday. Opening speaker was Steve Ballmer who took the opportunity to announce that Microsoft will make the beta test version of its new Windows 7 operating system available to the public for download on Friday. Apart from that, Steve kept on coming back to where the future lies for Windows – three focus areas: TV, Computer and Mobile. Mr Ballmer then talked about how Windows would be shaped in the future to fit usage in the TV room.
Today I installed the new Joost iPhone app released this friday. I’m amazed beyond explanation. This single app will change mobile TV. It’s the first application for a mobile that lets you watch full length movies. And you get to choose from any of Joosts +46000 videos.
What strikes me is the fact that my iPhone is slowly turning into a wireless remote/tv unit. I have the channels (read apps) YouTube and Swedish Aftonbladet to choose from. And as of today I’ve added Joost. You can be sure that Hulu, Vimeo, Blip and the others will follow. Swedish SVT should have something coming up any day now. If you get the Apple Component AV Cable then soon you won’t need a DVD since everything will be accessible via your iPhone.
This also turn things up side down for the entire hotel industry that makes shit loads of money of in-room entertainment. Bring your cables and you got your full set of personalized entertainment in your pocket.
Another consequence might actually be that TV commercials strikes back. Think of it. iPhone makes it possible to geo position advertising. In other words, TVC’s can be better and more relevant than ever. Since the content is sent via IP then we can also know exactly how many people are really watching the TVC. Finally use the stabilizer in the phone to recognize if people are dropping the phone in any way while the TVC is on and you’ll know if people actually is watching. No room for strange measurements here. If we stand seeing it in our mobile, that’s another questions though.
Right now Joost has disabled 3G or Edge. You need a Wireless internet connection to view the content. The Joost people cannot be that stupid so this will of course be taken away in the next update.
Right now people all over the world tune intoEurocup 08 in Switzerland/Austria. I live in Sweden, so TV4 and Canal+ are the channels of my choice since they are the ones holding the rights to the show. They paid a shitload of money for it.
This will not be the case in Eurocup 2012 when the event is held in Poland. Then I’ll turn into Socialtelevision.com where the TV is a result of Social Broadcasting edited live online by it’s users for it’s users.
Let me tell you about Social Television
I guess you’ve seen that Apple launched their new 3G iPhone the other day. The new phone got GPS, Video-camera, 3G connection and a browser that follows web-standards.
Imagine now that we launch a site called Socialtelevision.com (or YouTube Live) that let’s any signed up user upload video streams, much like the ones we see on YahooLive or Bambuser for that matter. On the site, users can now sign up as plain users, producers, broadcasters, editors or commentators. When an event comes up, say Eurocup 2012’, basically users express their interest to become part of the broadcasting of the event and take on different roles.
Kick off the game
It’s match day. On the stands 247 SocialTV users turn on their iPhones and connect to socialtelevision.com. On the site, 19 pro editors collaborate by social voting to decide how the broadcasting of the event will be edited. Through the built in GPS, it’s easy to understand which camera can cover what. A free kick is coming up and users positioned behind the goal all get the order “close up on Zlatan Ibrahimovic”.
By using the dynamic circle tool integrated with Google Map, the editor in lead (by voting) draws a circle around the left corner of the field and sends out the order “focus on corner kicker” This results in another 24 cameras covering the kicker.
Through the integrated motion sensor the editor automatically get the most stabile shot of the situations (if he doesn’t override it). The cameramen on site get Kudos (rating) depending on how much their specific coverage of the event is used.
Access to all areas
90 minutes later the whistle blows and the first ever Live SocialTV event is a fact. Aware of his most loyal fans, Zlatan avoids the “paying” media crowd and approaches the side of the field.
36 SocialTV “cameramen” cover the interview performed by a SocialTV journalist who has received a Titanum Status on socialtelevision.com. The questions asked by millions online and decided upon by social voting are delivered in his right ear. The interview ends after Zlatan draws his autograph on the iPhone, the touch screen senses the pressure and the result is a unique date-stamped autograph with information about Zlatan’s pulse among other things.
Just like ordinary TV but different
At home, me and my family eat up the last snacks on the table. My youngest daughter (almost 5 year old in 2012) is eager to show her friends Zlatans “time-stamped autograph”.
Next week Disney On Ice turns up in Stockholm, and she is already signed up to cover the story. Her best friend will cover the back stage scene where Poh, Tiger and the rest of the crew hangs out.
The old generation…
In boardrooms of TV networks all over the world, directors asks themselves…what are we gonna make money on now? (or maybe they are the founders of SocialTV…but that would have to call for some innovative digital thinking, something they still lack)
Is there such a thing as Social Television? No. But I truly believe that there will be within the next couple of years and it will change the business of broadcasting rights forever. Social TV will change all kinds of events there are.
Feel free to steal the idea and challenge the dinosaurs.
This blog is written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication. The readers of Microsoft Indikat has named Johan Swedens most influential authority within digital communication
This blog is written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication. In 2010 the readers of Microsoft Indikat named Johan Swedens most influential authority within digital communication