Brought to us by B. Joseph Pine, author of The Experience Economy & other books – now Infinite Possibility...Note – this dude is a heavy hitter and brought to life a great way of thinking about this wide open space that technology and our world has given to us. This is a post that captures many of his thoughts from his keynote.
Progression of Economic Value – goods and services no longer enough, what consumers are looking for are experiences.
Commodities > Goods > Services > Experiences
What we need now is innovation in experiences.
There is a new digital frontier that changes things today; we need a tool to help us explore the digital frontier.
The known universe – time, space, matter – in Future Perfect (Stan Davis), he says he wants to give new meaning to time, space and matter. This will require profound transformations in the way we think about these three.
When you have matter, you have no-matter. Matter is material things, no-matter is about bits.
If there’s no-matter, then there’s no-space and no-time. No-space is virtual places. No-time is autonomous events. This now is a model about what is possible in today’s digital space. This is what he calls the Multiverse.
This is not a plea to abandon reality. But there is a migration going on. More and more, people are spending their time in virtual worlds through screens.
We can access virtuality through screens of any sorts. Virtuality is an experience that you have through any screen.
You can have virtuality without digital technology. Think about books. Just from words on paper, you can create a world in your mind where that is taking place.
Enchantment – close to Engagement
Reality and Virtuality
Augmented Reality – this is the quintessential reality/virtuality example. It augments what you’re experiencing in the real world by giving you information in a virtual environment, typically on your mobile phone. Using digital technology to enhance the real-world.
Showed a lot of examples of AR – Word Lens – real-time translation of your own language that you see, take a picture of. Pop notes – virtual post-it notes.
Think of AR as a virtual prosthetic.
Augmented Virtuality – interact with the virtual world from the real-world. Augmenting that virtual world. Some material substance that is controlling that environment.
Wii. Kinect.
Look into this company – Personal Space Technologies.
He also showed an example of Hallmark cards that, to me, seem like Augmented Reality (not Virtuality??) He addressed this. So, what’s the difference? Primary experience is either in the real world (reality) or the digital world (virtuality). Interesting. I like it.
Alternate Reality – alternate view of what’s going on in the real-world. Use the world as your playground (ARG’s).
Alternate reality is no time.
World Without Oil – HBR article by the author. We can use Alternate Reality as the new Business Reality.
Physical Virtuality – design experience that becomes real. For example, take a digital picture of a physical space. Then, it turns into a 3D space. Now, use a tool to design how it should look. Then, you can make the furniture. Make it real based on the virtual experience that you have online. Your ideas can become real.
Shapeways. Autodesk. Techshop.
Warped Reality – taking you into the past. Reenactments like the Civil War Adventure Camp. But what about the future? Not reenactment, but preenactment.
Starizon (company) – you determine what experience you want to have happen in the future and then they create it.
Flow – look at this book. “Freedom from the tyranny of time.”
Mirrored Virtuality – real-world experience & time tied into virtual world & time. Anything you can track is an example of this. Look at MLB.com and you can see what’s going on in the game, real-time via your computer. Tweetdeck – no real world component, but it’s mirroring what’s going on real-time in the Twitterverse.
This is the Multiverse.
Some tips as you think about each one of these components in the Multiverse.
- Reality – shift marketing from advertising to marketing experiences.
- Augmented Reality – use smartphones to bring messages to customers when and where they most need it. Stop bothering them when they don’t need it.
- Alternate Reality – use the real-world as your playground for engagement.
- Warped Reality – get customers into the flow. Engage them so much that all time goes away. Or help them envision their future.
- Virtual Reailty – shift your marketing dollars from advertisng to virtual marketing experiences.
- Augmented Virtuality – use customers' own bodies to control what they experience from you.
- Physical Virtuality – mass customize your offerings – not just target your messages – to help your customers realize their dreams.
- Mirrored Virtuality – help your customers track what’s important to them in your offering category. And then give them a dashboard.
The best offerings are those that do not live within one of these categories.
