THOUGHTS FROM WEBSUMMIT DAY TWO
Some stuff that struck me as interesting from Day Two of Websummit 2015. It's a large conference now, with many interests covered. So FYI I'm most interested in design, marketing, user experience and media.
- •Augmented Reality (AR) may be most useful in specific deep learning contexts, e.g. enterprise applications.I've yet to be convinced by consumer applications for AR. Simpler augmentations such as data / media overlays always seem more useful, broadly accessible and practical (streetmuseum, podcasts by location, etc). But AR, because of its spatial and visual nature, seems at home in education & training. Boeing saw better results in training aeronautical engineers using AR. That case study seemed quite transferable. From a talk by Gaia Dempsey, DAQRI.
- •The value of the mobile web is not in the time spent vs app time spent. It's in its transaction value.We hear a lot about mobile time spent in the browser vs apps (app time spent is higher). However this is a misleading metric. The mobile web enjoys over twice the number of visitors. What companies are doing on the mobile web, and the value of those user interactions, is potentially far more significant than time spent in-app. Following a roundtable discussion on brand commerce.
- •Mobile advertising is clearly in a bad place. The current formats are being rejected; adblocking is rising. Agencies, publishers & advertisers need to come up with an answer that has the user at the centre.Forget for a moment how TV advertising has had to change for the digital age. How about digital advertising changing for the mobile age? Interruptive, weighty, large canvas display ads are unsuitable in a mobile context. The answer is advertising which does not undermine the user experience (native ads are also within that bracket; advertorial has always had a distinctive smell). Following a discussion between people from MEC, The Onion, Kargo and Storyful.
- •Wearables could be the tech wave that forces technology to get used to people, not the other way around.The best thing to happen in consumer tech recently may have been the rejection of Google Glass. John Paul (VenueNext) commented "they made one mistake - they included a camera". That error reflected a bias on how technology modifies human behaviour. Wearables are the most personal devices yet. They invade personal space. They utilise personal data. Perhaps, then, these devices will be forced to respect the user like never before. From a Future of Wearables talk featuring the CEO of Pebble.
- •The device charging station is the tech conference equivalent of the village water pump.Everyone comes there for a vital resource and ends up shooting the breeze (if shooting the breeze is a long conversation about using and commercialising data sets).