3. On the internet new becomes old very quickly. Right ‘now’ the
datum is out-dated. New is now and the immediate future.
NEW - NEU

4. The culture discussed at Ars Electronica was tech culture.
CULTURAL - KULTUR

5. Economic egoism , do whatever you can to make money and take
market opportunity is no longer working. We are now connected.
ECONOMY - WIRTSCHAFT

6. In the new cultural economy, the people are
users of content created in two separate yet
equally important systems: open and closed.

8. The primitive sales model.
CLO$ED $YSTEM

9. Ideas
• “You sign up with me I’ll take care of
your creativity and give me your life.”
• It’s like buying a house and the bank still
owning the house after the mortgage is
paid.
• This has been around a long time, let’s
not talk about it anymore.

11. Narrowband Broadband
Linear Interactive
Monologs Conversations
Copyright Usage Right
Advertising Ads = Content
Professional Creators User Content
Pay with cash Pay with attention
Push Marketing Pull & Attract by Merit
Own & Restrict Share

12. Yeah it’s still around. How is it surviving?
THE OPEN SYSTEM

13. The Open System
• Control is not going to equal more money.
• Brands and services are becoming less and
less important. Any user can create a group
on Facebook about a brand.
• People are well-connected via the internet
and social networks and this fosters
collaboration.
• Trust is the key. The brand has to trust the
users.

14. 3 Ways to Pay for Content
1 Pay with money (fork over some cabbage)
2 Pay with attention (watch ads)
3 Pay with engagement (sharing, peer
distribution, create data that other people can use)

15. Sharism
• Sharism and sharing information gains trust.
• The philosophy of sharing information,
ideas and content without worrying about
having ideas “stolen.”
• Hundreds of websites are blocked in China
because of government censorship and
there are hundreds of Chinese companies
reproducing U.S. websites and services.

16. Collaborative Competition
• Google is good example of being skillfully open.
- Although they still don’t release all of their
source code.
• Trust & Merit vs. Control
• The collaboration of a community is more
efficient than one firm gathering information.
• We’ve started to ask questions like can we use
the data created around the content to extract
value from it? Tagging, sorting, and remixing.

17. Advertising will become Publishing
• Old way: Building around the content.
• Making TV shows with brand placement.
• The user will receive the content for free.

18. AvenueA-Razorfish
It’s on our website, we already know
about these things. As stated on our
website, we are inventing our own
technology breakthroughs, rethinking
consumer insight, making radical leaps
into the future of design and challenging
the definition of “impossible”. Then, we
want to share it with the world.

19. We Rock!
• Sites we’ve already created based on this
system:
• http://www.funshipisland.com/
First-ever cruise industry social networking
application. Carnival is using the pull
method by allowing users to share with
other users.
• http://www.PangeaDay.org/
Gathers together global thought leaders in
technology “Idea Collaboration” –
“Sharism.”

20. THE OPEN SYSTEM IS ALL ABOUT GETTING THE CONTENT YOU
WANT FOR FREE, BUT SOMEONE HAS BE COMPENSATED.
MAKING MONEY AROUND CONTENT
(BANNER ADS), IN CONTENT (CO-BRANDED
EXPERIENCES), WITH CONTENT (TAGGING,
REVIEWS, REMIXES)

21. MISSION FUTURE - TRENDPOOL

22. SPEAKER LINE UP
- Joichi Ito is Vice President of international and mobility
development for Technorati, CEO of Creative Commons,
Founder of VC firm Neoteny and numerous internet
companies including PSINet Japan, Digital Garage and
Infoseek Japan.
- Lars Hinrichs is the CEO and founder of XING AG. Lars
began his career as an entrepreneur in 1998 at the age of
22, after working as a consultant for several new media
firms.
- Isaac Mao is a venture capitalist, blogger, software architect,
entrepreneur and researcher in learning and social
technology. He is also partner & Vice President of United
Capital Investment Group, Director of the Social Brain
Foundation, and advisor to Global Voices Online and web
2.0 businesses.

23. Bringing this new open system offline.
OFFLINE OPPORTUNITIES

24. Manhattan's Urban Fabric

25. BRANDED OFFLINE EXPERIENCES

26. NIKE HUMAN RACE
A Network of Users

27. NIKE HUMAN RACE
A Branded Device

28. USEFUL TECHNOLOGIES THAT CAN
HELP RELATE OFFLINE SYSTEMS TO
ONLINE SYSTEMS

29. • Open Frameworks
• http://www.openframeworks.cc/
- openFrameworks is a C++ library for creative
coding.
• Processing
• http://www.processing.org/
- Processing is an open source programming
language and environment for people who want
to program images, animation, and interactions.

30. NEAT INSTALLATIONS I SAW AT
ARS ELECTRONICA 2008

31. – BRAND PLACEMENT

32. Der Gedankenprojektor (Thought Projector)
• This is based on Nikola Tesla’s idea for a
device to photographically depict
thoughts.
• It’s said that the last image a decedent
sees is stored in his/her eyes, which, in
the case of violent death, could preserve
the identity of the victim’s murderer.

35. YouTube: ReacTable

36. The reactable is a collaborative electronic music
instrument with a tabletop tangible multi-touch
interface. Several simultaneous performers share
complete control over the instrument by moving
and rotating physical objects on a luminous
round table surface. By moving and relating
these objects, representing components of a
classic modular synthesizer, users can create
complex and dynamic sonic topologies, with
generators, filters and modulators, in a kind of
tangible modular synthesizer or graspable flow-
controlled programming language.

37. YouTube: levelHead

38. levelHead is a spatial memory game by Julian Oliver.
levelHead uses a hand-held solid-plastic cube as its only
interface. On-screen it appears each face of the cube contains a
little room, each of which are logically connected by doors. In one
of these rooms is a character. By tilting the cube the player directs
this character from room to room in an effort to find the exit.
Some doors lead nowhere and will send the character back to the
room they started in, a trick designed to challenge the player's
spatial memory. Which doors belong to which rooms? There are
three cubes (levels) in total, each of which are connected by a
single door. Players have the goal of moving the character from
room to room, cube to cube in an attempt to find the final exit
door of all three cubes. If this door is found the character will
appear to leave the cube, walk across the table surface and
vanish.. The game then begins again.

39. My pictures from Ars Electronica
2008, hosted in Linz Austria