All Business Show Interview w/Jeffrey Hayzlett

I had the distinct pleasure to join Jeffrey Hayzlett on the All Business show. We had a great conversation discussing topics such as marketing and advertising shifts due to COVID19, shifts in consumer behavior, adaptive digital strategy, the role of AI, gaming + marketing, connecting with GenZ, emerging technology, and 2020 trends.

1:30 – Discuss how brands (w/ examples) are shifting marketing and advertising due to COVID19?

8:00 – Discuss how the consumer decision journey has evolved for everyone.

12:00 – Discuss gaming + marketing = Tripleclix.

15:30 – Discuss behaviors that impact technology adoption.

18:10 – Thoughts on marketers attending live events in 2020.

19:40 – Technologies that lead us into the near future.

The audio podcast version just posted as well via All Business Show.

All Business #237 – 1st Guest Tom Edwards

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Follow Jeffrey @JeffreyHayzlett

Digital Transformation, Marketing, & COVID-19 Part II

I recently had the opportunity to discuss how to thrive in the time of COVID-19 from brand marketing, digital transformation, research on consumer behavior, and more.

This is the second part of a discussion with Andy Frawley, CEO @ V12, & Anders Ekman, President @ V12. This discussion focuses on strategies required to recover and retool due to the pandemic.

Below is a recap of topics along with timestamps.

:15 – Andy Frawley – Discusses Supply Chain & Cost Reduction vs. Go-To-Market Strategies.

1:50 – Anders Ekman – Impact of COVID-19 on organic web activity, the role of online signals and WebID.

3:15  – Tom Edwards – How organizations can reset. 1) Focus on core consumer need 2) Redefining core digital strategy 3) Data sources informing an adaptive strategy to retool and have a faster recovery.

4:45 – Andy Frawley –  Outlines the role of adaptive email.

6:30 – Anders Ekman – Discusses speed, disconnected data sets, and importance of connectivity.

7:15 – Tom Edwards – Discusses the importance of a unified view of consumers and connecting with the right partners while maintaining speed and efficiency.

8:45 – Andy Frawley – Discusses the role of CDP’s and integration post COVID-19.

10:50 – Andy Frawley – Role of V12 accelerating change.

12:00 – Tom Edwards – The role of performance based marketing moving forward.

13:15 – Tom Edwards – Blend of paid vs. organic content strategy.

15:00 – Tom Edwards – Views and predictions for marketing in the next six months.

16:32 – Andy Frawley – Views and predictions for marketing in the next six months.

18:00 – Anders Ekman – The role of analytics post pandemic.

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Follow Andy FrawleyAndersEkman, and V12

Digital Transformation, Brand Marketing & COVID-19

I recently had the opportunity to discuss how to thrive in the time of COVID-19 from brand marketing, digital transformation, research on consumer behavior, and more.

This is the first part of a two-part discussion with Andy Frawley, CEO @ V12, & Anders Ekman, President @ V12. This discussion focuses on how channels have shifted due to the pandemic. Upcoming discussions will focus on how to market during this time and ultimately, how to recover.

Below is a recap of topics along with timestamps.

2:00 – Andy Frawley discusses themes for how brands are addressing consumer engagement during the COVID-19 pandemic.

3:00 – Tom Edwards provides a brief background, discusses impact across industries and categories. From shifting consumer behavior, and how brands have adjusted their approach.

4:45 – Tom Edwards outlines the importance of a holistic view of consumers, discusses research tied to consumer behavior, and the importance of focusing on providing value to consumer’s daily lives vs. influencing feelings.

6:00 – Andy Frawley discusses the role of digital transformation during COVID-19.

7:45 – Anders Ekman outlines his view on digital transformation, impact on automotive, experiential learnings, and how to reset.

8:45 – Tom Edwards discusses the impact on B2B marketing, conferences, events, and how brands are developing their COVID-19 responses, as well the importance to focus on retooling for the new normal through data.

10:30 – Andy Frawley discusses how he has accelerated and retooled V12 and their products to support brands to understand who is in the market for products and services.

12:15 – Tom Edwards discusses the role of data and digital engagement. The importance of affinity and intent. The decrease in organic search and how data-driven marketing, regional affinities, and messaging needs to adjust to connect quickly to capitalize.

15:00 – Tom discusses market themes from COVID-19 response, 2021 strategy, and the role of partnerships, strategic acquisitions, and developing new capabilities.

Follow Tom @BlackFin360 – Youtube, Twitter, Instagram

Follow Andy Frawley, AndersEkman, and V12

Quarantine Doesn’t Mean Isolation for Gamers

Futurithmic published my latest article covering how GenZ is thriving in quarantine. GenZ is more comfortable with physical isolation. They were part of the first mobile-first generation, and they learned to swipe on a device before they learned to speak.

Connecting with friends through Facetime, or through Discord while playing their favorite games is second nature for them and quarantine will feel like an extended vacation to connect with friends and dive deeper into all forms of entertainment, especially gaming.

This article references how the gaming industry is responding to increased demand, network strains in online gaming, and examples for how different entities are adapting to shift from physical events to digital.

Read the full article at Futurithmic

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Tom Edwards Joins Tripleclix as CMO

I am pleased to announce that I have joined the leadership team of Tripleclix. I have known the founder of Tripleclix, Chris Erb for over a decade and he’s the best in the business at partnership and lifestyle marketing. I am incredibly excited to combine my passion for gaming, marketing, and brand strategy to drive growth and elevate the Tripleclix brand as CMO.

Tripleclix is a strategic gaming agency focused on developing marketing partners for game publishers while helping brands navigate the gaming industry. With over 60 years of industry experience, the agency specializes in building strategy, promotions, original content, and lifestyle marketing by combining publisher driven gaming content with innovative and iconic brands. Tripleclix acts as the connective tissue through which brands, publishers, and consumers interact.

Be sure to visit Tripleclix.com to check out all of the amazing work created by this team!

Here is the full press release.

Appreciate the pickup from sources such as AdAge.

Thanks to everyone in my network that engaged with the announcement. I am incredibly appreciative for all of the support!

Thanks again and please follow @Tripleclix on Twitter & Instagram

Futurithmic 2020 5G Event Recaps & What’s Next

Today, Futurithmic published my latest article outlining key 5G events in 2020. What we have seen so far and what we should expect as the year unfolds. From CES, The Super Bowl, to the canceled Mobile World Congress 2020 in Barcelona.

We explore how 5G impacted the shows and cultural moments so far in 2020 while also outlining the key events to come later in the year that will ultimately shape the role of 5G in advancing consumer experiences.

Read the full article at Futurithmic

Follow Tom @BlackFin360 on YouTube, Instagram, and Twitter

Futurithmic 5G Articles – Enhanced Entertainment

I have the pleasure of working with the Futurithmic team to write a number of articles in 2020discussing the future of 5G and it’s potential impact on various forms of entertainment.

This article explores how 5G will evolve experiences within theme parks and exhibits, enhance wayfinding through computer vision and augmented reality, enable enhanced proximity-based content experiences, digital simulation, and ultimately enhance movie theaters.

This is the second in the series and here is a link to the full article on Futurithmic.com

Follow Tom @BlackFin360 on YouTubeInstagram, and Twitter

2020 OnCon Icon Top 50 Marketer Award

I was recently recognized by OnConfrences as a 2020 Top 50 Global Marketer Award winner. It’s always a great honor to be recognized, especially when the award is determined 100% by your peers. This award originally had hundreds of nominees from across the globe.

In addition to picking up the award, I had the opportunity to also present a number of awards and had the opportunity to share a short story about success which I will post below.

The single most important driver of success in my career has been developing and maintaining a personal brand while in parallel delivering results for the brands I worked for.

I started writing point of view pieces about new and emerging technology, pop culture, gaming, and strategy back in 2007. Now 500+ posts later this helped to propel me as a paid speaker and opened up a number of new opportunities.

The content you create follows you from role to role, it serves as a demonstration for how you think to prospective clients and it also leads to awards. I was on this very stage last year picking up the OnCon Marketing Trailblazer and OnCon Marketing Contributor awards thanks in large part to contributions to the industry through writing.

I would highly recommend that those of you who mentor up and coming employees, that you empower them to develop a POV, allow them to flex their strategic and problem-solving
skills and don’t be afraid to allow them to develop their personal brands.

This is how you can go from an employer to a true mentor. And it’s incredibly satisfying to see those that you invest in find their own success.

Follow Tom @BlackFin on Instagram, YouTube, and Twitter.

Tom Edwards Q&A with EDgage Magazine

I recently had an opportunity to sit down with EDgage Magazine to discuss emerging technology trends tied to the technology landscape today, how technology will evolve, the role of gaming and esports, tech impact on higher education, marketing and the future of technology, and 2020 trends.

This is a repost of the full interview.

Give us a snapshot of the technology landscape today (as it relates to marketing).

(Tom Edwards) We live in an amazing time. Technology is culture and culture is technology. So much of the focus the past few years has been about real-time, contextual and personalization at scale. Data’s role in driving decisioning, especially leveraging machine learning to derive themes, perceptions, and occasions, is revolutionizing how we derive affinity and intent signals from consumers. We can now return in time and process millions of conversations to understand unbiased consumer behavior and have the ability to align that with evolving consumer experiences.

Technology and experience will continue to evolve. Technology will expand the boundaries of higher education.

(TE) The other major shift is we are quickly moving from desktop and mobile-centric experiences toward multi-modal at scale. This includes voice, vision, and touch. The rise and adoption of virtual assistants, advancements in computer vision and democratization of augmented reality experiences, and the rise of gesture-based experiences make it a great time to be a consumer and marketer.

How will technology continue to impact the higher ed space?

(TE) Technology and experience will continue to evolve. I used to talk about how disruption was the new normal, and how a single technology could have a transformational impact. Now, it’s less about disruption and more about exponential acceleration through intelligent systems. Technology will expand the boundaries of higher education. With the rollout of 5G connectivity across campuses, we will see responsive and immersive augmented reality, high quality streaming for on-demand and live casting of classes, 5G-enabled edge computing/analytics to optimize the on-campus experience, and making IoT more accessible to close the gap between context and awareness.

What role will technologies like AI continue to have on today’s campuses and universities?

(TE) AI will have a significant impact moving forward—from organizational efficiency, enhancing student experiences and redefining coursework, to shift toward critical thinking in support of intelligence augmentation.

Universities can leverage AI to streamline the admissions process, quickly access the sentiment and areas of interest of their student and faculty population, use AI to drive fundraising and create personalized experiences for alumni.

AI will also enhance students’ capabilities to learn—from leveraging visual search and computer vision-enabled experiences to shifting coursework to focus more on critical and strategic thinking and using data and analytics to fuel experiences.

What are things higher ed marketers should think about when it comes to technology?

(TE) I’ve been involved with higher education at varying levels for the past 15 years. I have instructed thousands of students, and most recently lectured at SMU in Dallas. I am also a part of its Big Data advisory council.

For me, it is an evolution of the traditional 4P’s of marketing. Since the ’60s, it has been about product, price, place, and promotion. With the rise of intelligent systems, it is less about the traditional 4P’s and more about the new 4P’s: Plan, Predictive, Proxy and Pervasive.

Plan is having a plan for the use and data: how it is captured, structured, cleansed, analyzed and fed into intelligent systems, as data is oil for AI. Predictive is leveraging data and machine learning to drive predictive decisioning. Proxy is all about virtual assistants becoming personal proxies for individuals. The data plus predictive decisioning capability combined with virtual proxies will give rise to the proxy web where our virtual assistants represent our preferences and interface with other proxies. Finally, pervasive is about designing for multi-modal interfaces at a time when the mobile device will no longer be our primary device but our environment adapts to us.

What should every higher ed professional know about technology?

(TE) Understand that behaviors and expectations of students is evolving. Students are empowered to control experiences. Accessibility has led to ubiquity and Gen Z and Generation Alpha are quickly shifting traditional behaviors.

From expectations of on-demand content, gaming, and eSports to expectations tied to immersive and low-lag experiences. Universities have to evolve their infrastructure toward a 5G future and higher ed professionals will need to rethink curriculum toward data, analytics, and multi-modal experiences.

What kind of trends should they be looking at heading into 2020?

(TE) In 2020, we will continue to see virtual assistants shift toward the center of the operating system. With the rollout of 5G connectivity, we will see a path toward simulation through low latency augmented reality at scale.

We will continue to see the camera used as a bridge to intelligence through a combination of computer vision and virtual assistants and we will continue to see the rise of the proxy web where virtual assistants continue to evolve to the point where we are no longer marketing just to consumers, but also to algorithms and intelligent systems.

Finally, we will continue to see AI-enhanced digital avatars become more mainstream. First in the form of customer support and slowly expanding to more use cases by industry.

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Fortnite & StarWars Redefining Marketing

Today at 2 PM eastern one of the largest gatherings of concurrent gamers witnessed an in-game event from a galaxy far far away that may redefine the future of multimedia marketing.

Fortnite and the Star Wars team promoting The Rise of Skywalker collaborated to deliver massive in-game event featuring JJ Abrams and a clip from the upcoming movie.

JJ Abrams via an avatar getting the crowd ready.

Fortnite is looking to redefine multimedia experiences and offering brand collaborations at an audience scale we have never seen.

With tens of millions of players connected in-game and millions more watching the live event unfold (2.2M on YouTube, 1.1M on Twitch), not only did we get to see a clip from the movie but also interact directly with the content to shift the experience from passive to active. The engagement and excitement were through the roof!

Fully interactive experience.

After logging into a queue, players were instructed to go to Risky Reels (An in-game location) and prepare for the show. There was a live countdown.

Countdown to the start of the event.

The day was teased during the recent 2019 Game Awards. Players received a free in-game glider and were promised something that had never been done before in the history of in-game marketing.

The Game Awards 2019 announcement.

After the countdown, The Millenium Falcon flew around and landed and out popped our host Geoff Keighley along with The Rise of Skywalker director, JJ Abrams.

About to reveal the clip.

Next came the interactive quizzes predicting what we were about to see.

This was fun as it determined the color of your lightsaber… purple of course for Mace Windu!

Finally, an actual clip from The Rise of Skywalker IN-GAME!

Rey, Fin, and Poe ready for action #JediMindTrick

The event ended with lightsabers and blaster rifles now being available to all players in the game.

Love the introduction of lightsabers into the game.

This was an absolutely brilliant move by Star Wars to create buzz and awareness pre-film. Previously, in February 2019, EDM superstar Marshmello performed an in-game concert for ten million concurrent users. This dwarfs what’s possible from a reach perspective for live events and opened the door for others such as Star Wars to build upon the success of that in-game event.

Marshmello EDM goodness.

Expect more opportunities for brands to connect directly with a highly coveted audience beyond only sponsoring an esports event. This event included creating value for the players by providing free in-game content to enhance the experience, as well as access to unique content that can only be seen through the Fortnite experience.

I am gliding into the map courtesy of my TIE whisper glider.

Fortnite and other games are looking to redefine awareness and engagement, and those looking to capitalize should start looking to those in the know such as gaming/marketing agency TripleClix. Chris Erb, founder of TripleClix, and I discuss how to create marketing value via gaming during Episode 1 of the TripleClix podcast.

The man, the myth, the legend… Chris Erb, founder of TripleClix.

Follow Tom @BlackFin360 at YouTube, Twitter, and Instagram

Follow TripleClix @TripleClix

Futurithmic Podcast – Tom Edwards

Futurithmic – ( Podcast Interview) Experiential Computing, 5G, AI & more. Tech titan Tom Edwards of BlackFin360 talks about how the blurring of the lines between technology and culture is only going to grow as AI, AR, and 5G become embedded in our physical spaces to replace our smartphones.

Tom Edwards – Futurithmic Episode 10

Connecting the dots of the technology of today with the future of tomorrow. Here are the timestamps for key topics discussed.

1:38 – Tech Titan Advocacy Award
2:01 – Experience Driven Culture
2:55 – Shift Towards Multi-modal & Enhancing Mobility
4:05 – Ambient Computing
4:50 – GenZs Impact on Emerging Technology
5:50 – Expectations of Technology & Adoption of AI
8:05 – Virtual Assistant as a Preference Center, Rise of the Proxy Web
10:15 – Consumer Choice vs. Ease & Convenience
11:30 – Smart Glasses Adoption
13:00 – Benefits of 5G Connectivity
15:15 – Use cases for combining 5G + AI + AR = Proxy Twin Hypothesis
17:45 – Volumetric Capture
19:40 – 5G & Artificial Intelligence = Edge Computing & Edge Analytics
23:40 – 3 Types of AI
24:30 – Intelligence Augmentation & Predictive Decisioning
26:30 – The Future… Privacy, Presence, Commerce, Enhancing Experiences
29:15 – Gaming, Esports, & Technology Adoption, Interaction Economy

Follow Tom Edwards @BlackFin360 via YouTube, Twitter, Instagram or connect via Linkedin

Path To Purchase Expo 2019 Keynote

I had the opportunity to provide a keynote on tech innovation for the 2019 Path to Purchase Expo in Chicago yesterday. It was a great crowd, high energy, and with a 30-minute timeslot, we had to cover a lot of ground! 

The focus of the talk was discussing the coming waves of technology and how that will impact consumer behavior along the path to purchase. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We also discussed:

  • the role of esports
  • the camera as a bridge to intelligence
  • the role of virtual assistants and commerce
  • the rise of the proxy web
  • the 5 levels of autonomy
  • how the new 4P’s will enhance future strategy
  • the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to the final presentation. Book Tom for your event today

Follow Tom @BlackFin360 on InstagramTwitterYouTube & connect via Linkedin.

Mobile World Congress 2019 Trend Recap

I recently had the opportunity to partner with Nokia to cover Mobile World Congress 2019. From highlighting key elements of their brand messaging around 5G, amplifying content from analyst meetings to on-camera work on the show floor. I really enjoyed partnering with Nokia.

Today, my full #MWC19 recap was posted on Futurithmic.com the recap views trends from MWC through the Innovation to Reality™ lens of Empower, Exponential, and Enhanced. The article covers all facets of experience and 5G. From Devices, AI, Gaming, Live Entertainment, and so much more. You can read the full article here.

Tom Edwards Mobile World Congress 2019 Recap

I was also engaged as a technology influencer to create cross channel social content, highlight Nokia & their 5G efforts during a recent keynote, as well as on-camera work during #MWC19. When it’s all said and done the content should drive north of 100,000 highly targeted views that will have boosted Nokia’s message during a very crowded MWC19.

Thanks again to Marianne and the entire @Nokia team.

Follow Tom @BlackFin360 on Instagram, Twitter, and YouTube

DFWIMA Headliner Keynote

I recently had the opportunity to provide the opening keynote for the Dallas Fort Worth Interactive Marketing Association discussing trends tied to evolving consumer experiences. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We talked about how the 5 levels of autonomy and the new 4P’s will impact industry 4.0. Finally, the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to the final presentation. Book Tom for your event today

Follow Tom @BlackFin360 on Instagram, Twitter, YouTube & connect via Linkedin.

2019 Tech Titans Technology Advocate Award

Last night my wife and I attended the 2019 Tech Titans Awards Gala. I was a finalist for the Technology Advocate award. This award recognizes a technology advocate/champion for their outstanding leadership in assisting, advancing or accelerating the performance of technology companies and/or the technology community.

It was a really fun night. The Tech Titans awards are like the Oscars for the Dallas technology community. After settling into a delicious dinner and some fun commentary from the Gala committee it was time for the awards presentations to start.

When my category was up for the next presentation the head of North American Customer Marketing & Communications for Nokia, Marianne Strobel did a great job setting up the category and announcing the winner…

After the initial shock of the win, it was time for photos, a great conversation with Marianne of Nokia about their 5G work and more innovations on the way, networking with sponsors and attendees and fun times with my wife Cherlyn from chomping M&M’s pre-event to celebrating post-event Texas-style with Whataburger.

Thank you to the Tech Titans organization, sponsors, judges, thank you to Marianne Strobel for the warm welcome from Nokia, the Dallas Business Journal for their coverage and support of the event and finally to the other deserving finalists.

Follow Tom Edwards @BlackFin360 via YouTube, Instagram, Twitter

In The News: Ad Age & Google Android OS

I recently provided commentary to Advertising Age discussing the recent shift in naming convention for Google’s operating system from dessert-themed names to a more traditional numbering system as well as commentary on the new Google Android branding.

Tom Edwards, chief innovation officer at agency Epsilon, says that “although the dessert names and the subsequent tie-ins to different snack brands was charming, it was difficult for consumers to track changes from one version to the next.” He adds: “Moving to a number-based system gives visual cues on the current version while also building urgency to upgrade.” 

Follow Tom @BlackFin360 via YouTube, Instagram or Twitter

Dallas Business Journal Tech Titan Interview

I was recently interviewed by the Dallas Business Journal for the upcoming 2019 Tech Titans awards show. I am a finalist in the technology advocate category and looking forward to the event! Here is a link to the full interview.

Here is a repost of the full article

Tom Edwards of BlackFin360 is a finalist in the Technology Advocate Award category for the 2019 Tech Titan Awards. Category winners will be announced at an awards event on Friday, Aug. 23. For more information about the awards event, click here.

As founder of BlackFin360, which covers marketing and emerging tech trends, Tom Edwards has been recognized as a marketing technology trailblazer as well as a leading futurist and speaker.

“I focus on helping organizations understand how consumer behavior is shaping emerging technology and vice versa as technology is culture and culture is technology,” Edwards said.

What started as a technology blog back in 2007 BlackFin360 now serves as a “a repository of emerging technology” thought leadership. As a keynote speaker and technology advocate, Edwards says he helps organizations understand the connection between consumer behavior and emerging technology — from the integration of artificial intelligence, spatial computing and the rise of multi-modal interfaces.

Edwards was also Chief Digital/Innovation Officer for Epsilon where he said he “became fully immersed in all facets of data, AI and technology integration.”

We asked Edwards additional questions about technology. The questions have been edited for length, grammar and clarity.

What is the biggest challenge facing your organization in 2019?

TOM – The biggest challenge is less about my organization and what I see across the Fortune 1000 organizations that I have the opportunity to speak to. There are three primary areas that I consistently see. They are: data puddles, ignoring AI, lack of innovation focus.

  • Data puddles refers to a comment I heard at one of the world’s largest consumer beverage companies. Most organizations strive for data lakes and data is key to unlocking personalization and connecting with consumers. The reality is most organizations don’t have a consolidated approach to leveraging various forms of data, be it consumer centric data of culture, data of identity and data of intent. Having a strategy for how to consolidate and action data vs. simply collecting is key.
  • The second challenge is the lack of preparation and consideration of the impact of artificial intelligence on the workplace. This goes beyond system integration, and has to do with impact on culture and how to build a culture around the idea of intelligence augmentation vs. disruption.
  • The third is a lack of aligning innovation initiatives with core goals of the organization. It’s incredibly important to not just focus on short term revenue, but also generating ideas and empowering the organization to bring innovative ideas forward. 

What is something people aren’t thinking about that will change technology in the next few years?

TOM – To me the biggest shift, especially for marketers is that we will be moving from consumer-centric marketing technology to system and algorithm-based solutions. We will see virtual assistants continue to move to the center of the operating system and we will see the rise of multi-modal computing at scale. This includes voice, vision and touch, where our environment adapts to us versus us adapting to it.

Can you recall the moment you decided what you wanted to do professionally?

TOM – My first memory is of the original Star Wars movie. All of my friends wanted to be Han Solo and Luke Skywalker. I liked those characters, but I was enamored with the droids R2-D2 and C3PO and how they and the rest of the sentient tech characters seemed to enable the main cast every step of the way. The technology seamlessly folded into their everyday journeys and that stuck with me all throughout childhood and into early adulthood. When the technology revolution hit with the rise of personal computers, mobile phones and software, I knew that is where I wanted to take my career. 

Who is your technology hero?

TOM – My technology hero is Hal Brierley. Hal is the CEO of the Brierley Group. He has served as President and CEO of Epsilon, was the founder of e-Rewards, Inc, and the Executive Chairman of Brierley & Partners and he currently serves on the board of an AI start-up (Oculus360) that has been an outstanding strategic partner. I admire that work and career of Hal, his impact to Dallas via job creation and his approach to business is something to be admired. 

What should we be teaching children about technology in school right now that we aren’t?

TOM – The future is going to be about augmented intelligence and preparing children, not just how to code, but also how to use various aspects of machine learning to solve problems. Instead of teaching simple math, it’s important to understand specific computing models and concepts for how systems learn. Now, these are reserved for Computer Science courses on the college level, but the sooner we can prepare children for the coming shift of intelligent systems the better.

Follow Tom Edwards @BlackFin360 via YouTube, Twitter, Instagram

In The News: Mixer, Ninja & Brands

I recently provided commentary to AdAge tied to Mixer’s recent exclusive deal with eSports celebrity Ninja. Below is my full commentary tied to how Mixer differs from Twitch, how Mixer is positioning itself with brands, why Mixer is investing in Ninja,

Here is my full commentary RE: Mixer & Ninja’s Move.

ADAGE – WHAT DOES MIXER DO BETTER THAN TWITCH?

TOM: I have personally been streaming via Mixer (TheBlackFin) much longer than Twitch. I actually preferred Mixer over Twitch as I was primarily an Xbox console gamer and the close integration with the Xbox interface was a great way to quickly and easily stream. You also get USB camera support with Mixer vs Twitch on Xbox. 

One of my personal favorite features that Twitch actually just recently rolled out only to Twitch partners is co-streaming. This allows up to four players to stream to a single location. So if you are running a full squad in a first-person shooter you can let your viewers see each player’s POV.

The other feature that I really like is Mixer focuses on time and interactivity vs. just currency to support streamers. Interactivity between streamer and audience is key, allowing your viewers to help direct key decisions.

Mixer’s recent platform update introduced a number of key elements to support time on platform that converts to support for streamers vs. using direct cash so the motivation to naturally engage longer on the platform is a key point of difference. Basically, the cost to the user is less about spending dollars but dedicating your time to show support.

With Mixer, they allow streamers to offer special controls to their viewers, like use X weapon against the boss and allow them to vote. This has been one of Mixer’s biggest points of difference from day one. 

RE: Money, Twitch has badges, emotes, and you can have ad-free streams by subscribing to a streamer as well as subscriber-only mode but all of this is directly tied to cash. You are essentially buying accessibility. With Mixer its more about time. The platform rewards viewers for spending time on the platform. Viewers earn all types of virtual rewards just for watching including the key currency Sparks, which allows you to have interactivity with streams. 

Mixer does now have a premium currency similar to Twitch that allows users to support streamers called Embers, but it’s not required for interactivity whereas with Twitch its pay to play. 

ADAGE – HOW IS MIXER POSITIONING ITSELF WITH BRANDS?

TOM: Mixer brings in around 20 million visitors every month and these are key demographics that brands want to connect with but the ability for a brand to partner directly with Mixer to drive a connection, create a co-branded experience and advertise directly through Mixer is not a viable option at the moment. It looks like Mixer is taking steps to drive more active engagement through the platform and as the audience continues to grow and engage it will eventually open up more direct opportunities for brands directly.

Without an advertising model across Mixer it’s more about the individual relationships with streamers and brands directly, similar to Ninja’s Red Bull sponsorship and product placement in his streams.

Mixer is not directly positioning with brands yet. They are solely focused on growing the community and providing authentic invaluable content for consumers. Ad revenue and the structure around it is future state.

ADAGE – WHAT IS THE AD BUYING PROCESS LIKE? 

TOM: No ad buying process on Mixer, brands have to take an “influencer” style approach to reaching audiences on Mixer, that’s through the individual streamers vs. through the platform.

ADAGE – EARLY DAYS, WHAT ARE YOU SEEING/HEARING IN TERMS OF PRICE VS. PERFORMANCE WHEN BUYING ON MIXER?  

TOM: No price vs. performance as of yet, but moving forward I would keep a close eye on how Mixer evolves the platform as the shifts and changes they are making are setting up for engagement as a core KPI. Also, all of the positioning and having Mixer in the center of how gaming will evolve with cloud-based services, xCloud, Scarlett (Next Box) and cloud services, Mixer might be an upstart compared to Twitch and YouTube, but they are sitting in a great position on the coming horizon and bringing Ninja over is a good commitment to kick-starting their move towards taking share.

ADAGE: WHY IS MIXER INVESTING IN NINJA?

TOM: Ninja made a lot of sense, not because he is the “best” gamer today as he is not at the top of current players, but his name recognition, ESPN cover athlete and recognition is key to drive buzz around the exclusivity and impact of the deal. Ninja has primarily been a PC player, so for Ninja this makes sense as it pulls in a different audience segment as Mixer has primarily been a Microsoft/Xbox streaming service so it drives more direct connection with console gamers.

Also, Microsoft is focused on blurring the lines of gaming moving forwards between PC and Console players. With xCloud, Xbox Game Pass that opens up cloud-based libraries of games for both PC & Console, it makes a lot of sense to begin to build towards positioning with exclusivity with Ninja.

ADAGE – IS THERE ANYTHING ELSE YOU WOULD LIKE TO SHARE?

TOM: All of the positioning and having Mixer in the center of how gaming will evolve with cloud-based services, xCloud, Scarlett (Next XBox) and cloud services, Mixer might be an upstart compared to Twitch and YouTube, but they are sitting in a great position on the coming horizon and bringing Ninja over is a good commitment to kick-starting their move towards taking share.

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Algorithms, Affinity & Advertising in the 2020s

Recently, I was on-site at one of the worlds largest manufacturers discussing the convergence of experiences and delivering 2 sets of my Innovation to Reality talk. This session sparked a number of questions from privacy, data and how advertising will look in the 2020s and that is the basis of the commentary below.

My personal position is that over the next decade consumers will “own” their data, essentially through some type of blockchain-powered open ledger technology where ultimately the consumer becomes the trading desk.

This will be managed by their AI proxies via their virtual assistant of choice. The proxy will become the management hub of personal data and consumers via their proxy will approve who/what/when/where the data to be shared. This is why affinity data in the near future will be so incredibly important.

By understanding a passion area, take Star Wars, for example, a retailer can still customize a digital augmented/enhanced overlay experience for you without needing your PII (Personally Identifiable Information) to serve experiences to you. I talk a lot about the concept of the proxy digital twin hypothesis here.

Your personal algorithms will seek out other “affinity links” through the “Proxy web” to make the connection to the appropriate simulation experience.  Advertising in the near future will be algorithmically curated through a consumer AI proxy to align the most relevant products and “situational advertising” will become the new normal.

Your proxy will manage situational products & services through your calendar and past purchase history. Here is an example, you and the family are going to the beach, the proxy will curate a list of items from your previous purchases and point out possible “situational” items that make the most sense based on your trip. 

It will be less about random products that are loosely based on regression models and past behavior. It will be predictive by nature and built more inside out from the consumer, where the AI proxy becomes the predictive “situational” preference center with the goal of ease, convenience for the end-user.

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Disruption Preparing for Tomorrow Book Release

In honor of Amazon Prime Day, I wanted to highlight a book that I recently contributed to called Disruption, Preparing for Tomorrow.

I recently had the opportunity to deliver the opening keynote at the U.S. Chamber of Commerce in Washington, DC during the Innova-con conference.

I provided a tour of tomorrow and highlighted the coming waves of technology based on consumer behavior. The talk discussed disruption and adaptation with concepts, implications, and success strategies based on my Innovation to Reality content series.

All of the conference content was then edited into the Disruption – Preparing for Tomorrow Book Release. Copies are available via my Amazon Storefront.

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Print Innovation Exchange Headliner Keynote

I recently had the opportunity to headline the 2019 Print Innovation Exchange in Minneapolis, MN. It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies & The Matrix highlight how emerging technology & and behavior will shift in the near future and how the 5 levels of autonomy and the new 4P’s will impact the print industry. 

The full Evolution of Experience Keynote is available below.

Thank you and please follow @BlackFin360 across social platforms for various updates and a little bit of fun.

Tom Edwards Evolution of Experience 2019

From Star Wars, Fortnite, Pixar Movies & The Matrix, Tom Edwards illustrates how pop-culture shows a path for how technology evolves through the filters of Empower, Exponential & Enhanced.

Empower (Timestamp – 5:05) is about the expectation of control and this journey explores Star Wars, Fortnite, Gen Z, the lens as life, how the future is private and the camera is a bridge to intelligence.

Exponential (Timestamp – 15:30) is about intelligent systems that deliver ease & convenience. This journey focuses on the Pixar theory, AI, virtual assistants, the 5 levels of autonomy and the proxy web.

Enhanced (Timestamp – 28:18) is about digital & physical reality and the path to simulation. Here we review all facets of perception, presence, computer vision, digital twins and ultimately synthetic reality while celebrating the 20 year anniversary of the Matrix.

All of this leads to a reimagining of the 4 P’s of product, price, place, promotion to the new 4P’s of Plan, Predictive, Proxy & Pervasive. Finally, we will discuss the actual date when we will see multi-modal interfaces at scale. Follow Tom @BlackFin360 on Twitter & Instagram and subscribe via YouTube.

In the News: AdAge Fortnite & Gen Z

I was recently asked by Advertising Age why/if Fortnite is a social network for Gen Z. The behaviors tied to gaming cannot be ignored and the brands that can seamlessly capitalize on creating value, providing exclusive content and enhance creativity will reap the rewards.

Here is my full commentary:

AdAge : Are you buying or selling the notion that Fortnite is a social platform? 

Tom: Fortnite and gaming, in general, is DEFINITELY a social platform, especially for GENZ. It’s not just about the core gameplay. I see groups getting together to create within the game, to conduct private matches with friends and of course for squad play but it also extends to watching streamers via Twitch & YouTube and sharing content.

There is a seamless flow between in-game and associating with game content on the go. Plus with cross-platform play, it doesn’t matter whether you are on Mobile, Nintendo Switch, PC or Xbox you are always able to connect. I see it in my own home as Fortnite has become the starting point for my youngest (11) and his friends to gather, compare in-game skins and then figure out whether they want to create, set up a private match or just play battle royale. 

AdAge: Why or why not? Some brands have gotten into Fortnite (Samsung, Nike, NFL, John Wick, Avengers). 

TOM:
That said, what should brands be thinking about if entering this universe? Brands should definitely consider how they are aligning with titles like Fortnite as well as eSports (competitive gaming). It’s incredibly important to understand the game properly, the fan base and focus on adding value. It’s less about a passive sponsorship and more about creating value or desire through either free downloadable content or virtual items like Skins in Fortnite. 

AdAge: Is there anything else you would like to add? 

TOM: Gen Z spends 2.5 hours a day with on-demand content and 1.5 hours a day gaming. It’s less about content marketing and more about empowering their creativity. Gaming is a social currency for GenZ. Things like virtual skins are the new Jordans (Although virtual Jordan’s were recently introduced via Fortnite). Gaming culture is now mainstream and how advertisers should think about gaming and the power of integrating with various properties should be at the top of the list for brands that covet cultural relevance. 

Here is a link to full article.

AdAge Tom Edwards Commentary

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Google I/O 2019 Trends & Analysis

Here is a quick reaction & recap video with highlights from today’s Google I/O 2019 event. Google continues to build towards an ambient future. The most exciting announcements were tied to the consolidation of augmented reality, computer vision and 3D experiences directly into search results, the next iteration of Google Duplex for the web that is a direct push towards proxy assistants for all, the evolution of Google Assistant moving towards the center of the operating system and how to prepare content for multimodal discovery and so much more.

Google I/O 2019 Trend & Analysis

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In The News: AdAge & Spotify Voice Ads

I was recently asked my opinion by Advertising Age about Spotify’s recently announced voice-enabled audio ad experience. The user could receive a voice-enabled audio ad promoting a playlist or podcast while listening on the mobile app. The ad encourages new content that can be accessed by saying “Play Now” Here is the recently published article.

Here is my full commentary below.

(Advertising Age) In a sentence or two, what is your initial reaction to the news?

(TOM) I was excited when I heard the news. I am a big believer in designing multi-modal experiences and further extending the mobile experience via voice is a smart move, especially for an audio focused experience like Spotify.

What sort of hurdles, if any, do you see with technology such as this?

(TOM) The hurdles are less about the technology and more about ensuring that the user is setup to have a seamless and successful launch of the experience. With the user microphone permission being an additional step it may cause some to skip or miss the experience.

Do you believe this is something consumers want? Why or why not?

(TOM) Consumers want ease, convenience and while listening to Spotify to be entertained. If the voice ads are relevant and based on the affinity of the listener then this could be seen as a value ad, but some education or step by step instructions may be required for some users, especially if they have to adjust settings on their device. For most, it will not be an issue, but preparing for all user scenarios and a frictionless path for consumers will be critical to driving engagement.

Is there anything else you would like to add?

(TOM) There is an opportunity for a voice-based advertising experience. Smart Speaker experiences have been very deliberate not to integrate voice as the focus has been on user adoption. There is a precedent for the Spotify “play now” experience with Siri Shortcuts and how they extend native applications via voice. Consumers can set their own intents via Siri to activate a specific action within an app. The Spotify experience adds a monetization angle to the experience.

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In The News: AdExchanger & F8

I was recently asked by Ad Exchanger to provide my thoughts tied to announcements made at Facebook’s 2019 F8 developer conference. Here is a link to the published Ad Exchanger article.

My full commentary is outlined below:

(Ad Exchanger) Does this “privacy vision” feel sincere or is Facebook cleverly positioning its shift?

(TOM) I feel the shift from Facebook to “the Future is Private” was necessary as the shift reflects how consumers have been interacting since 2016 when social messaging surpassed open social in terms of usage behavior. 

The company went through a similar shift in 2014 with the myopic focus on becoming “Mobile First” with 100% focus and resource allocation supporting the vision. I see the same focus here with privacy. It makes sense that this was the macro theme for F8 and a rallying cry to adjust the product suites. The focus on interoperability and encryption as well as shifting messenger to be the new connection point for friends and families is a smart move. 

Separately, how much of an impact will the privacy vision have on how Facebook will be able to monetize?

How this impacts advertising will be interesting. While the focus on reduced permanence and the statements around privacy and encryption are good tent pole statements, item #6 in the privacy manifesto was Secure Data Storage. There will also be the consolation around Messenger, Instagram and WhatsApp to create a new advertising network connected to 2 billion people. How data will be used to support the targeting is TBD but the infrastructure to create new avenues of reach and the new consumer acquisition ad units that drive to Messenger will be a key part of their strategy putting the onus on the consumer to share data, as outlined by the new consumer acquisition ad types for Messenger. 

And lastly, how will marketers need to change their Facebook strategy as engagement moves invariably away from the feed and more into Stories, messaging, etc.

(TOM) As marketers it’s important to understand the shift away from content marketing and focus on enabling creativity, utility and entertainment through Messenger and Instagram. Leaning into the ability to co-view video, utility through integration of various API’s, understanding the new payment and commerce capabilities and supporting the creation of AR experiences. Also understanding how to navigate the shift with FB5 towards groups and the role that marketers can play to create new types of connections. 

There is a lot to unpack and as Facebook continues to shift towards fast, reliable and private experiences, it will be interesting to see how the platforms actually evolve and where new opportunities to drive monetization will come from. 

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Facebook F8 Recap & Reaction

A quick reaction & recap video with highlights from today’s Facebook F8 event. The macro theme was the future is private and it was all about Facebook’s approach to privacy and it’s product suite.

Messenger is going to play a starring role, advances with Instagram and commerce, further maturing of Facebook’s AR toolset, new and exciting VR announcements, a preview of how CRM will evolve via Messenger and what was missing from today’s show. This and more in today’s video.

Full recap & analysis of Facebook’s F8 Developer Conference

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TripleClix Gaming/Marketing Podcast

I was recently in LA and sat down with Chris Erb, founder of TripleClix, an amazing boutique video game marketing agency. I have known Chris for almost a decade and we have collaborated on a lot of fun programs over the years.

When Chris asked me to be guest #1 on his new podcast I jumped at the chance. We talk about the gaming industry and what it means for marketers, the future of gaming and consumer experience and a healthy debate about the Seattle Supersonics leaving for Oklahoma City. That and so much more. Enjoy!

Listen via Spotify

Be sure to save to your Spotify Library

Listen via Apple

Be sure to subscribe and download!

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April Fools Day Trends 2019

Yesterday was an absolute blast. Everything moves so quickly in the world of marketing & technology. It’s fun to sometimes take a step back and have a little fun while catching those who maybe moving just a bit too quickly.

Here is a fun “trend” recap video that highlights Pet VR, Smart Meats & Outsourced Relaxation.

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Apple Live Event Recap & Reaction

Today’s event was all about Apple’s focus on new services. Normally these events discuss Hardware & Software, but today was all about new forms of subscriptions that allow consumers more control while showcasing Apple’s strategy to not only provide access /navigation/curation of entertainment but also serve as an end destination with new original content for gaming & entertainment.

Apple also provided a shock to the financial services system with the launch of Apple Card. With an interface and features yet to be seen by traditional banks, Apple is making a bold move towards controlling multiple facets of the consumer journey, all without advertising and an emphasis on privacy.

Here is the full recap:

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Tom Edwards Funko Pop Adventures

Recently, my wife had a fun idea to get a custom Funko Pop to take with me on my travels and use that to chronicle events, speaking engagements, and trade shows. These adventures will be logged here on the blog via the #Tompop page as well as Instagram be sure to follow/subscribe to see all the fun.

Special thanks to All Star Custom Figures

ZDNet Interview: 2019 Trends

I recently had the opportunity to be a guest on the Tonya Hall show. Tonya is a contributor to CBS Interactive properties such as ZDNet and Tech Republic.

Our discussion touches upon a number of currently trending topics such as artificial intelligence, spatial computing, voice assistants, proxy marketing, digital twin, 8K and much more.

Here is the full interview.

Full Interview at: https://www.zdnet.com/video/10-macro-trends-from-ces-2019/

2019 OnCon Icon Awards Interview

Recently, I was awarded the 2019 OnCon Icon Marketing Trailblazer & Marketing Contributor awards. Post-event, I was interviewed by the OnCon team and we discussed a number of topics such as what it meant to win the awards, what put the nominations over the top and recommendations for 2020.

The full interview can be read via OnCon

Below is a repost of the interview questions.

What does it mean to you to be voted on as the winner by such an esteemed jury of your peers?

It was an honor just to be nominated. To know that such an esteemed jury of my peers gravitated towards me as a candidate is incredibly humbling. I have an immense amount of respect for the members of the jury and the other nominees across categories. I am grateful that the jury felt my contributions to the industry were worthy of recognition. Thanks again to the jury!

You had some very tough competition in each of the categories. How does it feel to be recognized over such an amazing group of your peers for the two wins?

With a field of 9 incredibly talented nominees, the trailblazer category was highly competitive! Each nominee represented great credentials and accomplishments and each individual brought a unique perspective and examples for how they are driving innovation and creativity. To hear my name called was surprising, exhilarating, and satisfying at the same time.  

What do you feel put your nomination over the top?

I would assume that my passion for creating content and speaking regularly as a marketing technology futurist for the industry over the past 11 years at Blackfin360.com combined with a near obsession for the intersection of consumer behavior and emerging technology were factors in the marketing contributor award.

For marketing trailblazer, having a natural predisposition towards aligning trends, use cases and emerging technology into solutions that drive clients business were key contributors. From publishing yearly trends, covering key events, mapping trends for clients, developing products and solutions, speaking regularly at industry events and applying the latest technology in new and compelling ways was hopefully impactful for the jury.  

Would you recommend your peers to apply for nomination, and why?

I would highly recommend that anyone in the marketing space recommend their peers for an OnCon Icon honor. Many awards today are tied to organizations and marketing campaigns. The OnCon Icon Awards provides the opportunity to recognize organizations and individuals for their contributions to the industry and have their peers recognize individual contributions in addition to company recognition. It’s a great mix and I was incredibly excited for both my organization and for the opportunity to pick up individual awards as well. Apply for, or be reminded to apply for the 2020 Awards here. 

How would you describe the awards evening?

The event was held at the Gaylord Palms in Orlando, Florida. The venue in and of itself was impressive and a great location for an awards event. From the pre-event mixer to the red carpet with my wife, the energy continued to build as we prepared to settle in for the awards presentations.

I was immediately impressed by the brands represented and how senior the individuals were. This added to the friendly competitive atmosphere as there was a mutual respect but also a strong desire to win.

When it came time for the awards the pace of the evening was well kept and when my name was called it was a quick jaunt to the stage with a live band playing intro music. Having an opportunity to thank my wife, the jury, the other nominees and my team made the win more meaningful. I appreciated the opportunity to thank those who have made such an impact on my career over the years and are incredibly supportive.

It’s been a few days since the event, any final thoughts?

I am very grateful to have been a part of the 2019 Oncon Icon awards and would highly recommend nominating your peers for potential recognition in 2020. I am also very thankful for the support of my wife of 20 years, my agency creative tech & innovation teams (Ian, Steve, Wes, Jeremy), and the rest of the organization. Thanks again to the jury and to Sean Tomarelli for putting on such a great and memorable show. See you in 2020!

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Innova-con Keynote

I recently had the opportunity to deliver the opening keynote at the U.S. Chamber of Commerce in Washington, DC during the Innova-con conference.

I provided a tour of tomorrow and highlighted the coming waves of technology based on consumer behavior. The talk discussed disruption and adaptation with concepts, implications, and success strategies based on my Innovation to Reality content series.

Book Tom for an event here.

Follow Tom @BlackFin360

Carnegie Dartlet Keynote

What a great week! From the OnCon Icon Awards to delivering a keynote during the 2019 Carnegie Dartlet Conference, it was a great week in Orlando!

What was great about #CarnegieConf, besides the fact that it was hosted at Walt Disney World, was the amazing audience of higher education professionals. They were highly engaged both during the talk and via social.

The talk centered around how technology will adapt to us vs. us adapting to it. From the role the camera will play as a bridge to intelligence, why the Pixar Theory explains AI adoption, and how spatial computing combined with virtual assistant proxies will change our view of reality.

Time to leave Disney but can’t wait to be back!

Book Tom for an event here.

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2019 Oncon Icon Awards

I was recently nominated for multiple awards by OnCon for their 2019 OnCon Icon awards. Marketing Trailblazer, Contributor, and Icon.

As the event unfolded last night I was incredibly grateful to have my wife Cherlyn by my side. As the awards were being announced I was honored to be included with the many other nominees who have made such impactful contributions.

At the end of the night, I was awarded 2 awards and couldn’t be happier or more thankful for my team who helped me achieve this recognition. I love sharing information about the intersection of emerging technology and consumer behavior. Seeing people use this information to grow their businesses is very fulfilling.

Marketing Trailblazer (9 nominees) exhibits innovation, pioneering, and successful creativity.

Marketing Contributor (3 nominees) value to the industry for sharing thought leadership.

Here is a post-ceremony interview with the OnCon team.

Thanks again to OnCon and of course my wife of almost 20 years, Cherlyn for all of the support.

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CES 2019 Highlight – Groove Jones

I have been a fan of Dan Ferguson & the Groove Jones team for years. They are definitely my go-to partner for immersive experiences. Groove Jones worked with the Ford Motor Company on a gamified VR experience that showcases their new Co-Pilot360™ safety technology as well as Sleep Number activation at CES 2019. 

Dan Ferguson & I at SXSW 2017

The experience was a 6 minute driving experience that takes the user on a journey from their home and onto a highway drive and then into the city, all along putting them into a variety of scenarios where they face various obstacles and hazards to demonstrate the safety technology. 

Users attempt to react to the hazards and obstacles with a game controller and see if they can beat or keep up with the Co-Pilot360 technology. The application tracks where the user is looking as well. So by tracking if they are able to see an obstacle or hazard visually or by using the controller they are given a score. It is a fully interactive experience running on the Oculus Go. 

As you can see below, I scored an 83% out of a possible 100%. A leaderboard system on-site displayed the daily leaders. Data was collected on every user that played tying into Ford’s CRM goals. Players received an email confirming their score along with a 360º panoramic image that they could then share on their social channels.


They also worked with their client Sleep Number again on a Quarterback Challenge VR experience that demonstrates how a good nights sleep versus a poor nights sleep impacts your physical performance. In this multiplayer experience, users are competing to see who can hit the most targets in a Quarterback Challenge game.

The four players are transported onto the 50 yard line of a massive football stadium. The first part of the game simulates how you would feel with a good nights sleep. The second part of the game simulates what it feels and looks like when you have had a poor nights sleep of 6 hours or less. Special guest stars stopped by the booth for their chance to play, including Katie Couric, who beat everyone she was playing against.
Groove Jones is doing some amazing work and they are definitely my go to for immersive experiences.

Check them out here – www.groovejones.com

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19 Trends for 2019

As technology seamlessly integrates into our lives we will continue to move towards a time when our technology adapts to us vs. us inputting into the technology.

2019 will accelerate the convergence of experiences. The shift from desktop and mobile to voice, vision and touch fueled by intelligent systems will be a key focus for the coming year.

We will see the role of voice-based assistants evolve towards predictive proxies, advancing hardware will unlock spatial computing (AR/VR/Mixed/Hyper Reality) and rapidly evolving iterations of artificial intelligence will transform the camera and how we interact with the world around us. 

We hope you enjoy our 2019 trend predictions. We filter the coming convergence through the framework of Empower, Exponential, and Enhanced

The 2019 Trend analysis from my team and I live at http://theinnovationlounge.com.

EMPOWER – Technology that empowers consumers

EXPONENTIAL – Technology fueling intelligence and autonomous systems.

ENHANCED – Technology that is blurring the lines between physical & digital

BEYOND – Tech that is on the horizon for consideration

Each not only discusses the technology, but also the short and long term implications for marketers to consider.

EMPOWER IMPLICATIONS

EXPONENTIAL IMPLICATIONS

ENHANCED IMPLICATIONS

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BeTheTalk Podcast Interview

I recently had the privilege of joining Nathan Eckel as a guest on his BeTheTalk podcast series.

We talked about the near future, artificial intelligence, spatial computing and my preparation approach for TEDx. 

You can hear all of episode 320 BeTheTalk podcast interview here: 

Time Stamped Show Notes
[01:08] – Behind Tom’s talk called “The Evolution of Experience”.

[02:29] – Empower, Exponential and Enhanced.

[07:26] – Some of the things that Tom and his team is doing to help major corporations.

[09:28] – Tom explained different types of Artificial Intelligence.

[11:27] – The Blitz Round with Tom Edwards.

[16:10] – Tom Edwards’ final word of advice.

Additional Detail On My Preparation for my TEDx talk.

Facebook Live Recording of the Evolution of Experience BeTheTalk Podcast.

BeTheTalk is a 7 day a week podcast where Nathan Eckel chats with talkers from TEDx & branded events. Tips tools and techniques that can help you give the talk to change the world at BeTheTalk.com !

Tom Edwards TEDx – Evolution of Experience

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Subscribe to BlackFin360 via YouTube 

Full Speaker Bio https://blackfin360.com/speaking-engagements/ 

2019 Trends Digital Twins & Spatial Computing


One of the bigger trends in 2019 will be tied to Digital Twins… but why? Here is a full video breakdown. 

WHAT ARE DIGITAL TWINS

A digital twin refers to a digital replica or model of a physical asset (physical twin), processes, people, places, systems and devices that can be used for various purposes such as simulation of performance.

So It’s Primarily For FACTORIES COOL? WHY SHOULD I CARE? 

The primary use cases are tied to Industrial IOT scenarios.The Digital Twin serves as a bridge between physical and digital. The physical asset has IOT sensors that constantly collect various forms of data and feed the information to the digital twin to analyze and run predictive simulations. The findings from the virtual models can then be applied to the physical asset.

MY HYPOTHESIS – APPLICATION TO CONSUMERS 

There is a possible connection to consumer experience use cases tied to physical sensor data and virtual assistant proxy simulations.

What’s going to enable the use of consumer experience digital twin experiences at scale will be 5G connectivity. 5G will fuel connection of IOT frameworks as well as edge computing to reduce potential latency and the ability to process information as close to the source as possible.

This will allow connectivity and enhanced data transfer capabilities of the 20 billion IOT devices that exist today. 

ROLE OF THE PROXY WEB

2019 will also see the accelerated adoption and dependence on virtual assistants. There are now over 1 billion devices that provide voice assistant access today.

90 Million use voice assistants on smartphones and 45 million use them on smart speakers per month.

Digital assistants are an on ramp to further usage of AI and robotics. As virtual assistants move towards the center of the operating experience we will continue to move towards what I call, the Proxy Web.

PROXY WEB

This is where our virtual assistants begin managing certain aspects of our lives behind the scenes.

Our proxy will be able to communicate with other proxies and align preferences to map where to eat for dinner with a friend, it knows our food preferences and schedule.

This preference ownership and ability to communicate with other proxies and nodes in systems could be the key to unlocking spatial computing simulation at scale.

DYNAMIC SPATIAL COMPUTING EXPERIENCES 

One of the key areas of focus in 2019 will be the further melding of physical and digital experiences. We have seen the rapid democratization of various forms of spatial computing.

Spatial Computing is using the physical space around us as a medium to interact with technology.

This includes AR, VR, Mixed Reality, Hyper Reality and more. The goal with my digital twin hypothesis is to not only deliver a one size fits all experience but creating personalization at scale through spatial computing.

Digital Twin type simulations may be the key to connect custom reality overlays based on preferences driven by our virtual assistants. 

IDEA in Action

I am a Star Wars fan…. the retailer Target normally goes big with Star Wars in-store promotions when there is a major film release. With the digital twin simulation concept, based on my personal preferences, my virtual assistant knows that I have a strong affinity for Star Wars based on my behavior, this includes voice queries, watching Star Wars Theory videos via YouTube, my past purchases of Funko Pops,etc…

Instead of plastering the store with physical Star Wars promotional material, Target could have pre-mapped various spatial computing “experiences” that are triggered based preferences discoverable via my virtual assistant.

An in-store sensor network could feed previous trip information of me and other guests with a similar affinity and allow for the Star Wars focused simulation to be adjusted in real-time to get me to a specific area of the store or special offers on say retail specific Funko Pops.

The Digital Twin becomes the intelligence engine to enhance the base physical store experience and create a personalized experience based on predictive digital simulation. 

The ultimate goal being to have the environment and experience personalized to me based on multiple simulations and a connection to my preferences.

Questions? Tweet to Tom Edwards @BlackFin360

Turning AI into ROI Keynote

I recently had the privilege to deliver a keynote to the Discover card Pulse network advisory team covering the topic of converting AI into ROI.

For this event, I tailored the Evolution of Experience, E^3 talk tied to Empower, Exponential and Enhanced with a detailed look at multiple facets of artificial intelligence including how the Pixar Theory, all movies are on the same timeline, foreshadows the path for how consumers will adopt AI fueled technology.

Next, we reviewed AI’s potential impact on business results and consumer behavior. The talk also covered the rapid convergence of multimodal technology experiences and the role AI will play in shifting behavior towards the intelligent camera via computer vision and virtual assistants.

The talk ended with a deep dive into the new AI driven 4 P’s of AI marketing and key points to consider to start to prepare for integration of AI into all facets of business.

For more on this topic I recently joined the AI Today Podcast and discussed a number of these topics and more.

AI TODAY PODCAST – Episode 50 – Enhancing Experiences with AI Interview

0:48 – Introduction
1:33 – Recap of Keynote topic at Amazon Alexa Voice Summit
2:53 – Discuss why we are in the “golden age of AI”
4:20 – Discuss The Pixar Theory and Artificial Intelligence
7:00 – Why predictive experiences are key for mass adoption of AI
9:00 – Discuss Gen Z & expectations of experiences
9:37 – How Epsilon Agency is using artificial intelligence
13:25 – What is the future of artificial intelligence?

Follow Tom @BlackFin360 or subscribe via YouTube

United Airlines & Executive Perspective Interview

I recently had the pleasure of sitting down with Jeffrey Hayzlett of C-Suite TV to kick off season 7 of Executive Perspectives. We discussed digital disruption, conversational experiences, artificial intelligence and best practices for leveraging data to connect with consumers.

screenshot-2016-12-15-13-34-43

Now, I have heard from multiple sources that the interview is available On-demand on domestic and international United Airlines flights.

Here is a transcript of the full interview.

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Path To Purchase Expo Keynote

I recently had the privilege to deliver the Evolution of Experience keynote during the Path To Purchase Expo.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on the camera as a platform, artificial intelligence, multi-modal, and the New 4 P’s of AI marketing and how the convergence of all of these will impact the path to purchase.

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