3. A gathering of technologists, marketeers,
creatives and strategists brought to you by
TH_NK and Microsoft.
TH_NK TANK has a simple aim: to get to the
bottom of some of the most important recent
digital developments and inspire you to think
about how you can take advantage of them.
A hands-on, practical event. No powerpoint
presentations and bullet-point 'inspiration'.
Just plain talking, debate and discussion
between you and some of the people who are
building and working with these new
technologies.
3
TH_NK TANK IS…
TH_NK TANK23/04/2013
4. PHYSICAL INTO
DIGITAL
James Shepherd, Head of Business Development at Blippar
Ciaran O'Sullivan, Head of Business Development at Proxama
Miles Lewis, VP, European Sales at Shazam Entertainment
PANEL 1
4TH_NK TANK23/04/2013
5. The second screen is eroding the TV
ad market, but apps such as Shazam
are bringing back attention to ads by
delivering extra content for viewers,
with the biggest adoption rates, right
now, coming from the Australian and
Spanish markets.
5
APPS VS ADS
TH_NK TANK23/04/2013
6. The challenge with digital technologies
like Proxama, Blippar and Shazam is
that client’s KPIs don’t necessarily fit
into something measureable.
The problem is that clients are not
necessarily risk takers and most are
used to asking about reach rather than
meaningful engagement. We need to
offer them something new.
6
WHERE NO APP
HAS GONE
BEFORE…
TH_NK TANK23/04/2013
7. The single biggest mistake clients
make is thinking that people will know
what to do with this technology, which
may be contributing to lack of
mainstream adoption.
There must be smart calls-to-action,
better education and, most importantly,
great content for a consumer to engage
with and use repeatedly.
7
GETTING TO
KNOW YOUR
PHONE
TH_NK TANK23/04/2013
8. THE CLOUD
Matt Ballantine, Senior Developer Platform Evangelist, Microsoft
David Ellis, co-founder of Station10
Richard Bastin, CTO at Currency Cloud
PANEL 2
TH_NK TANK23/04/2013 8
9. Richard Bastin explained the uses he
finds for the cloud:
“It’s about bringing products to market.
We can bring new servers on to deal
with new marketing campaigns. And
while it’s easier to do things quickly, it’s
now even easier to make mistakes
quickly as well – so the same
processes must be in place. It lowers
the cost of entry for everyone.”
9
THE C-WORD
TH_NK TANK23/04/2013
10. The multi-channel approach is about
joining up the dots. The Cloud allows
for Big Data to be used by companies
but this is not enough.
In a risk-averse environment the cloud
allows marketers to intelligently assess
situations and campaigns. But just
because you have Big Data does not
guarantee that it can be used in a
meaningful way.
10
BIG AND CLEVER
TH_NK TANK23/04/2013
11. Recent examples have shown us that
placing locally-stored data behind a
firewall doesn’t mean it shouldn’t be
unencrypted as well.
Storing sensitive data in the cloud
forces us to think about security in new
ways and generally leads to better,
more durable measures.
11
STORMY
WEATHER
TH_NK TANK23/04/2013
12. To exemplify just how far computing of
data has come, the example of
Dunnhumby was discussed as the
company had to use a crane to get the
super computer in their office when
there was no cloud (roughly 20 years
ago). Thankfully, we no longer need the
crane.
12
“WHERE DO YOU
WANT YOUR
STORAGE, MATE?”
TH_NK TANK23/04/2013
13. 13TH_NK TANK23/04/2013
NETWORKED
DEVICES
Olivia Solon, Associate Editor,Wired.co.uk
Andy Hobsbawn, Founder and CMO at EVRYTHING
Matthew Knight, Creative/Technical Strategy Director at Carat
Claire Rowland, head of service and UX design at AlertMe
PANEL 3
14. We have a more symbiotic relationship
with data now and it’s important to
make things more human. The ‘Internet
of Things’ has the power to be a more
disruptive technology than the mobile/
social wave we’ve just experienced.
We’re a long way from a uniform
definition as people’s views are
fragmented, but the simplest way would
be to say that the I.O.T. is physical
things becoming part of the web.
14
IT’S ALIVE!
TH_NK TANK23/04/2013
15. Gimmicky ideas like toilets that analyse
your urine and talking fridges may help
people to get to grips with this
technology, but we need to get past the
gimmicks and look at the more
‘mundane’ applications such as
thermostats.
Our priorities won’t change but our
interfaces may.
15
GETTING PAST THE
TALKING FRIDGE
TH_NK TANK23/04/2013
16. Security may become a problem as it’s not
clear how long devices will keep the
information about you and security erodes
the more connections a device has.
What is considered acceptable around
permissions and privacy has changed even
in the last five years. Basic context can shift
what we think is right or normal and we may
have to accept certain intrusions as part of
our connected, digital lives.
16
THE TOASTER
THAT KNEW
TOO MUCH
TH_NK TANK23/04/2013
