Futurithmic 5G Articles – Live Entertainment

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

Thanks to everyone that interacted with the post on LinkedIn as it’s been trending in #5G today.

This is the first in a series and a repost from Futurithmic… Here is a link to the full article.

This article is the first in a series that will explore the role of 5G and its potential impact on various forms of entertainment. 

For consumers, 5G will bring improved stability and portability of experiences –  faster download and data streaming of high-resolution video, lower latency response times for augmented reality experiences, and the ability to experience highly immersive events. It will be possible to seamlessly watch and interact with live events with friends from anywhere in the world. 

Today, live entertainment experiences are designed around being physically present at an event. A lot goes into the delivery of live entertainment, from sporting events to concerts, and a majority of these experiences are designed for fans at the venue. But 5G will represent a monumental shift in how we watch and interact with live entertainment in the coming years. With speeds up to 20 times faster than 4G, 5G may revolutionize the game-day experience, seamlessly connecting the in-stadium experience with your location of choice anywhere in the world. 

Last year in the U.S., almost 437 billion minutes were spent watching the NFL and college football.  That’s nearly 2 billion minutes a day. And when combined with events such as the Super Bowl and the 2018 Winter Olympics, that number doubles. The draw of live sporting events represents an opportunity to enhance experiences from passive viewing of linear live experiences to enhanced viewing through 5G-enabled devices. 

5G will represent a monumental shift in how we watch and interact with live entertainment in the coming years.

5G enhanced sports

From life-size digital versions of star players to live stats overlaid onto the field of play, 5G will allow for low-latency enhanced experiences that provide control to the end consumer to completely customize their game-day experience in any way they like. 

For example, they could control concurrent video streams of the action through their mobile devices in a stadium. They may even customize virtual reality experiences, in which their eyes control contextual hotspots from within the device to change camera angles, similar to experiences delivered through Fox Sports.  

We also saw examples of immersive live entertainment at the  2018 Winter Olympics in Pyeongchang, Korea, with in-stadium augmented reality experiences. We can expect even more enhanced experiences with the 2020 Olympic Games in Tokyo, Japan, as there are plans to deliver 8K enhanced video streams. 

a man watching a college football game through VR goggles
The author watches a college football game through VR goggles for enhanced game graphics. 

Being a fan of the Oklahoma Sooners, I jumped at the chance to watch a game via virtual reality. The ability to control the viewing angles and enjoy enhanced digital overlays made for a unique and compelling viewing experience.  Imagine if this was enhanced via 5G, allowing for even lower latency and co-viewing opportunities?  

Major sports leagues and teams have already partnered with Verizon to enhance the in-stadium experience via 5G. The NFL and Verizon are working with 13 stadiums across the U.S. for the 2019-2020 football season, focusing on seated areas and select spots in and around the stadiums. 

The NBA and NHL have also partnered with Verizon to enhance their live experiences. NBA teams like the Phoenix Suns, Golden State Warriors, Denver Nuggets, and NHL’s Colorado Avalanche have all embraced 5G solutions. Madison Square Garden, home of the New York Knicks and New York Rangers, is also rolling out 5G experiences to support both live sporting events and concerts. 

Leagues and venues are focused on creating compelling and enhanced experiences. This is critical as traditional viewership shifts towards more interactive mediums, such as gaming and over-the-top services. 

Larger-than-life concert experiences

Concerts are another form of live entertainment that can benefit from 5G enhanced connectivity. Lower-latency response times combined with mobile edge computing can revolutionize the use of open-air holograms, projection and object-mapping technologies to create larger-than-life experiences that bend the rules of reality. 

But it’s not just live concerts that can be enhanced via 5G technology. The ability to sell “virtual tickets” to attend stage side, control camera angles, enjoy behind-the-scenes interviews with band members and more could form new revenue streams for artists. 

An example of a virtual concert that could be enhanced by 5G is the recent collaboration between EDM superstar Marshmello and Epic Games, the creator of the wildly popular Fortnite video game. Recently, Marshmello held a virtual concert that more than 10 million people attended virtually, in-game. A 5G-enhanced connection combined with cloud gaming services could increase that number exponentially when players are untethered from their consoles and PCs. 

5G Over-the-top

Over-the-top content providers and solutions have gone from add-ons to traditional cable to the flavor of choice for many Americans. With the commercialization of 5G, the consumer will have even more control over how they view their favorite programs, including live television events such as sporting events. 

Over-the-top providers like YouTube TV have been experimenting with augmented reality enhanced overlays and advertising, such as YouTube TV’s recent collaboration with Major League Baseball and the World Series. Now with multi-access edge computing, data processing power at the edge of mobile networks, plus lower latency, we will see an increased throughput of streaming media and (OTT) services. 

There is a correlation between the device screen size and the amount of time spent streaming.

5G over-the-top media consumption will also have an impact on device form factors. At CES 2019, I saw several foldable phone form factors. Why would you need a foldable phone, you ask? Consumption behaviors are directly tied to screen size. There is a correlation between the device screen size and the amount of time spent streaming. More bandwidth, combined with faster download times and more options to consume and interact with live content, means that enhanced OTT services will become the new normal. Consumers might enjoy having the choice of a compact screen that can unfold to a larger screen size.

The commercialization of 5G technology combined with mobile edge computing and the democratization of enhanced reality technology (augmented and virtual reality) will not only impact how we work, but it will also have a significant impact on how we spend our free time. 

In future installments of this series, we will explore 5G’s ability to enhance entertainment and the idea of ambient entertainment.  

Follow Tom Edwards @BlackFin360 via Twitter, YouTube, and Instagram

Follow @Futurithmic



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.

Follow Tom @BlackFIn360 on YouTube, Instagram & Twitter

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.

Follow Tom @BlackFin360 on Instagram, Twitter, or YouTube

OnCon Top 50 Marketer

I wanted to reach out to those of you I have worked closely with over the past few years and ask for an assist. I have been nominated as a top 50 marketer by OnCon and would love your support with a quick vote as it is 100% peer driven.

It just requires name, email, title and a check mark next to my name. Thank you in advance for anyone who can take the 2 min to vote.

Would love your support!
https://www.onconferences.com/votemarketing

Thank you! – Tom

UPDATE: I received confirmation that I am one of the selected 50. Will receive the award in January. Thanks to all who participated!

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

Follow Tom on Twitter/Instagram/YouTube @BlackFin360

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.

Follow Tom Edwards @BlackFin360

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!

Follow Tom @BlackFin360 & Follow Chris @ChrisErb

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.

Follow Tom Edwards @BlackFin360

In The News: AdExchanger & Apple Live

I was recently asked for my thoughts about a number of the recent Apple Event announcements. From Apple’s original content strategy, monetization, advertising and more. Here is the published article.

Here was my full commentary on the topic:

(Ad Exchanger) Is what Apple planning a Netflix killer?

(TOM) Apple wants to be the Sherpa and curator of content. Their new recommendation engine is more about aggregation across subscriptions vs. being a content killer. I found it interesting that they are still maintaining partnerships with big cable providers while still differentiating through per channel subscriptions. This isn’t a Netflix killer, but Apple understands that moving forward individuals want control over their experiences and multiple subscriptions will exist. They want to be the “Google Search” of entertainment. This keeps their hardware and services sticky throughout.

With Apple TV+ original content, Apple is focusing on creating programming that will create affinity within their services as well. I would not call this a Netflix killer, but it’s a first step to not only control the navigation of content, but also become a destination as well. 

What makes sense in your view for Apple from a monetization standpoint for its original content and its foray into TV?

(TOM) What came through loud and clear from today’s event is Apple’s focus on allowing the consumer to ultimately control their entertainment options. By providing bite-sized subscription services across their ecosystem they gain a consistent stream of revenue that is scalable and minimizes risk of hardware cycles.

It’s yet to be determined how much revenue Apple TV+ will drive in terms of new subscriptions, but with the amount of talent that was showcased, including Oprah, Steven Spielberg, Jennifer Aniston and so many more providers, it just takes a few shows to catch on to drive monetization of original content.

What are your thoughts about how Apple will deal with advertisers/advertising, what a rev share might be if ads are one of the monetization options?

(TOM) I have not heard anything yet about how Apple will deal with advertisers/advertising. One recurring theme was re-emphasizing on device data processing and less information being available to 3rd parties. Apple may be less inclined to leverage an advertising-based model as they dive into recurring revenue with subscriptions. 

This doesn’t mean the end of advertisers with Apple. As with any program, driving awareness will need to occur outside of the Apple TV+ ecosystem. This is through content, traditional & performance-based advertising. Advertisers will need to focus on other affinity-based channels to connect audiences with programming.

Follow Tom Edwards @BlackFin360

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!

Follow Tom Edwards @BlackFin360

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

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 exhibits innovation, pioneering, and successful creativity.

Marketing Contributor value to the industry for sharing thought leadership.

Epsilon Agency picked up the Marketing Solution Icon award during the evening as well.

Here is the full list of winners and acceptance videos from the night. https://www.onconferences.com/marketingicon

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

Follow Tom @BlackFin360

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

Follow Tom Edwards @BlackFin360

Subscribe to BlackFin360 via YouTube 

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

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.

Follow Tom Edwards @BlackFin360

 

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.

Follow Tom @BlackFin360

AI Today Podcast Interview

AI and cognitive technologies are enhancing many different industries and providing significant ROI for early adopters. However, AI is also providing benefit in improving our various experiences in life. In this podcast, Cognilytica analysts Kathleen Walch and Ronald Schmelzer interview Tom Edwards, Chief Digital & Innovation Officer at Epsilon Agency, who shares insights into how AI is impacting marketing, customer experience, and more. He also shares how the “Pixar Theory” fits into the general vision of technology adoption and how, as a culture, we’ve come to accept AI in our daily lives.

Topics Discussed:

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 Edwards @BlackFin360

 

 

In The News: Ad Age AI & Brands

Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.

Here is a link to the full article.

Here is my full commentary based on Ad Age’s original question…

Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?

TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.

The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.

We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.

What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.

The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.

Follow Tom @BlackFin360

Financial Brand Forum Tom Edwards Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at the 2018 Financial Brand Forum.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on Data, Artificial Intelligence, Multi-Modal and the New 4 P’s of AI marketing,  and much more.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations. Specifically looking at the behaviors of Gen Z and the evolving role of the camera.

Exponential is all about acceleration through intelligent systems. This looks at the role of data for AI as well as the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will split decision journeys between consumers and algorithms.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever our version of reality.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge as well as 4 new P’s of marketing to consider building future state strategy around.

It was a good crowd and I really enjoyed the 45 minute session + Q&A.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

MarTech Conference Tom Edwards Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at MarTech West 2018.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance to focus on Gen Z & Computer Vision, The evolution of the camera from capture to communication and much more.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will split decision journeys between consumers and algorithms.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever our version of reality.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a good crowd and I really enjoyed the 45 minute session + Q&A.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

C-Suite TV Tom Edwards Interview on BizTV

Sunday night April 22nd at 6 EDT, my previous interview with Jeffrey Hayzlett and C-Suite TV aired on the BizTV television network. Here is a recap of the discussion.

I previously had the pleasure of joining the C-Suite TV team at their San Francisco event and was interviewed by Jeffrey Hayzlett. It was a fun discussion as he asked me about the shift from social media to social messaging, strategies to make the shift, voice-based experiences, disruption, galactic cannibalism, trends and the future of connecting with consumers.

photo-nov-08-3-07-23-pm

Below is a recap of my key talking points for each question.

(C-Suite TV – JH) As we’re on the verge of a transformational moment in marketing with the shift from social media to social messaging, how are marketers making this shift?

(Tom Edwards – TE) Over the past 5-10 years, we as marketers have focused primarily on the open web + social media. Earlier this year social messaging passed social media in terms of monthly active users. Consumers are ready for conversational experiences. Part of the reason for the appeal is that it is seen as safe, comfortable and intimate.

I spent most of 2016 researching, writing and educating our brand partners about what this shift can mean for their business. We conducted proprietary research on what consumers want from conversational experiences that led to an ebook on the topic.

Social Shift Toward Messaging

As we dug into consumer expectations around conversational experiences, our research found that they want experiences that are convenient and support local experiences, there is openness to pay within social messaging and an expectation that it will connect physical and digital elements such as in-store coupons and discounts, there is also a willingness to interact with intelligent systems.  Research also shows that 60% of millennials would prefer talking to a chatbot vs. talking to a human when it comes to resolving questions about online shopping.

From a marketing perspective, there has been a significant amount of experimentation trying to create the ideal experience. With Apple, Facebook, LINE, Kik, Skype and more providing tools and services that will allow others through 3d party SDKs & API’s to create an ecosystem. Their hope is to become the central portal in order to empower consumers and drive commerce. Facebook doesn’t own the hardware or the operating system, so they are invested in keeping people in the messenger experience.

Some experiences are trying to further personify the brand, others are about creating utility or a sense of intimacy with the brand. The goal is to create a real-time experience that is centralized in one conversational thread.

The key will be creating experiences that are not disruptive but are actually attentive to the current and future needs of the consumer. The ideal experiences will be built around the premise of simplification + prediction. It’s not about a deeper personal connection with a friend, but to be able to anticipate, predict and enhance a consumers experience.

This is where we see the idea of CONNECTION + COGNITION coming together.

(JH) What processes and strategies do you need in place to make this shift effective?

(TE) I recommend an approach that is based on five core factors of Simplification, Data Design, Prediction, Ambient Design & Physical to Digital.

photo-nov-08-4-09-30-pm

1 – (SIMPLIFICATION) The key is to reduce complexity in consumers lives and create experiences that are ownable by the brand’s domain. Analyze data for most commonly asked questions and expand from there with use cases focused on enhancing and simplifying experiences.

2 – (DATA DESIGN) Have a strategy not just to capture data but how to use it. Define the role of unstructured data in refining the experience. Consider what new data points are being integrated to inform future prediction. How are you making the data actionable? On my team, we now have a data design team that sits between traditional brand planning + digital strategy. This is the intersection of Big Data + Design Thinking. They own the tools, assets and data sources and understand how to craft a data-driven narrative.

3 – (PREDICTION) Anticipate consumer needs is key for the future of conversational experiences. Messenger experiences are not designed to be like Google search, at least not yet. Google is working towards the ideal intersection between search & retrieval vs. predictive. But again a combination of data, predictive analytics built on working data is the entry point towards truly predictive experiences. (cognitive will accelerate this)

4 – (AMBIENT DESIGN) The future of computing is tied to ambient experiences, or how your environment interacts with you. It is critical to approach designing conversational and voice based UX differently.

5 – (PHYSICAL TO DIGITAL) One of the other elements is the rise of conversational commerce. There is a concerted effort to closely align physical & digital shopping experiences as a means to enhance the customer experience. Our research shows there is an expectation from consumers to have local experiences connect to digital through conversational experiences.

(JH) Let’s talk about some newer technologies, how does voice-based technology play into this shift to a conversational user experience?

(TE) I am a strong believer in the fact that voice-based experiences and artificial intelligence systems will become pervasive in our everyday lives. The core of the experience is a combination of automated speech recognition, natural language processing and a cloud-based AI that comprise a voice-based user experience.

I am very intrigued by the possibility of the ability to create context through voice services such as Amazon Alexa Voice Services & the recently launched Google Home. Voice-based experiences will play a key role during this time as our interactions with connected systems and the rise of micro-services as a primary mechanism to navigate a hyper-connected world will become the new normal.

Photo Jul 19, 9 07 41 AM (1)

I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice-based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

We will begin to see services such as Alexa Voice Services quickly proliferate throughout 3rd party devices from in-home IOT systems to connected vehicles and “skills” will become a key component for how we navigate beyond screens. Estimates already show over 28 billion connected devices by 2019.

(JH) We hear you say that “disruption is the new normal” what do you mean by that?

(TE) Digital disruption has been at the center of major consumer shifts over the past 10 years. Disruption is now the new normal. The Premise is change is constant and experimentation is critical and how you integrate trends into your existing business is key.

The acceleration of technology has led to the rapid empowerment of the consumer. What organizations have to consider is that with each iteration of technology and consumer empowerment new types of interactions will lead to the need to rethink the business models of today.

Japan Emotional Robot

This has a significant impact on the C-suite as the pressure on CMO’s to be creative thinkers, intelligent around data, domains, and disciplines as well as mitigation of risk, the pressure to innovate, find and retain talent and try to be as agile as possible. Combined with the pace of new interaction models there is a lack of strategy to deal with the shifts in a meaningful way as the focus is on short-term stability.

This is why it’s important to build a plan with a foundational approach to data and understand what domains the brand can own and wherein the new interaction types there are opportunities to redefine business models. This is why I have chosen Connection, Cognition and Immersion as the pillars of how brands can map to the new interaction types of the near future.

(JH) I heard you say we’re on the verge of galactic cannibalism can you explain what this means for marketers and how can marketers stay ahead of the game?

(TE) I have spoken a lot recently about how disruption is the new normal. I recently heard someone compare the last five years as a “supernova” of disruption in terms of the intensity and velocity of change.

With the rise of artificial intelligence, conversational, ambient experiences, connected systems, and mixed reality on the horizon we are moving well beyond a supernova and are now on the verge of galactic cannibalism.

gc2

Galactic cannibalism is when one galaxy collides with another and there is a subsequent absorption of parts of one into the other. From a consumer marketing standpoint how we consume and interact via digital channels is about to be absorbed and redefined through new advancements in connection, cognition & immersion.

The key point to surviving and thriving is to have a comprehensive data strategy as data assets will serve as the fuel of this shift. Regardless of which galaxies collide a thorough understanding of data, content, experiences, and outcomes is a marketing foundation for the future.

Also, it is important to understand how data will evolve. Currently, the focus is on 1st part & 3rd party data. But in the emerging world think of the data created by connected systems as well as new forms of real-time sentiment data, such as your eyes in a VR experience or facial recognition in a retail setting. These will require a comprehensive data design effort to craft content, experiences and drive outcomes as a marketing foundation for the future.

Ultimately we will have to acknowledge that the relationship between consumers and technology will fundamentally change from consumers operating technology to technology operating for consumers through data.

(JH) How do you apply the trends of today to the business models of the future?

(TE) One of my responsibilities with Epsilon is I lead the innovation practice for the agency business. We have designed an approach that is consumer-centric, data-driven, iterative and allows our brand partners to scale emerging technologies and integrate trends into tangible solutions that drive business outcomes. The practice is comprised of four distinct elements that span research, workshops, experimentation, and transformation.

Innovation v3 - white slide

Regarding research & trends, we leverage Epsilon’s proprietary data and analytics, first and third party research, emerging companies and established partner networks to research, curate and educate on the latest trends and how it can apply to our clients business.

Our approach is as follows:

Our team identifies a new tech/emerging tech…

1. Track Product/Technology Announcement

2. Measure Velocity of coverage & discussion

3. Conduct Initial analysis & POV outlining potential value/impact

4. Explore outcome impacts & role of tech in the consumer journey

5. Map vertical specific use cases

6. Educate internal teams & external clients

7. Identify early vendor partners and alpha/beta opportunities

8. Conduct Project based experiments

9. Capture & package project based success

10. Build business value case for horizon consideration

Once you have identified your trends its helpful to begin to filter across key macro trend territories, in this case, I am exploring trends that reach across

Empower, Exponential, and Experience.

(JH) What’s really resonating with consumers right now? What should marketers be paying attention too?

(TE) Anonymous personalization through dynamic content, targeted video content, Personalized, connecting the consumer experience across digital to physical & 1:1 messaging that is authentic, provides value and is contextually relevant is key.

Human attention is now a scarce commodity. Attention is a resource – and we only have so much to give. The key to experience design is built around data, content & channels or experiences.

Screenshot 2016-08-29 09.48.19

I like to start with data, it can be 1st party or secondary data sources, but I look for attitudinal, behavioral in addition to standard demographic. Transactional data can also be a key element and consistency of message is key.

(JH) What is the future of connecting with consumers?

(TE) I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice-based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

Screenshot 2016-08-29 09.48.40

The key will be to create data designed experiences that empower consumers.

Here is a link to the full video interview kicking off season 7.

c-suite-blackfin360

Follow Tom Edwards @BlackFin360

REX Executive Roundtables IHRSA Keynote

I recently had the privilege to deliver the Evolution of Experience keynote for the REX Executive Roundtable group at the San Diego Zoo. This was a lead-up event to recent IHRSA 2018 conference.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance to bring examples relevant for the evolution of experience in the fitness industry.

Here is the full 45-minute keynote.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

Dr. Pepper Media Masters Keynote

I had the privilege of presenting to the Dr. Pepper Snapple Group marketing organization today via a Keynote format on the topics of data & the evolution of experience during their Media Masters event.

The first half of the hour-long talk explored how Epsilon Agency approaches data and data design. Highlighting our work with structured data, our view on the alignment of actioning of data through mapping attributes to dimensions and then highlighting multiple case studies tied to our unstructured data work and machine learning approach.


Then the presentation shifted into the full Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance and discussed how we will evolve from us inputting into technology, to our environment adapting to us.

Dr. Pepper Media Masters

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

The Innovation Playoffs

Over the past 18 years, the first three months of the year always seem to stand out in terms of analyzing the alignment of emerging technology and consumer behavior that impacts trend analysis for the remainder of the year.

2018 was no different. I often joke that the “playoffs” for emerging technology happens between January and March each year. We immediately kick off the new year with CES, the consumer electronics show. CES is all about the latest technology and covering multiple football fields of tech in addition to all of the sessions and announcements culminating in a trend recap and analysis.

February is all about infrastructure and the underlying technology that will power the next iteration of multi-modal computing (voice, vision & touch) through Mobile World Congress in Barcelona. The discussions here highlight key tech tied to the upcoming rise of 5G connectivity and edge computing that will connect our world like never before. Find out what these trends mean for your business.

March then caps the three-month sprint with SXSW. The first fifteen days of March 2018 were especially accelerated from discussing machine learning, blockchain and humanizing artificial intelligence with ZD Net to previewing SXSW with Ad Age and Adweek

Tom Edwards SXSW.jpg

South by Southwest Interactive focused on experiences that build on technology and infrastructure to provide the consumer perspective for how the technology will further adapt to us vs. us inputing into technology. I spoke about our approach to artificial intelligence actioning data during SXSW with John Dubois of Oculus 360. And you can watch our Epsilon Agency SXSW recap video here.

The final leg of the innovation sprint culminated in delivering a TEDx talk on March 17th. Tom Ewdards TEDx Professional photo3TEDx is about sharing “ideas worth spreading”. Since 2009, TEDx talks have garnered over a billion views. I had the opportunity to speak at TEDx Oaklawn in Dallas, Texas on the evolution of experience. I focused on when the mobile device will no longer be the primary way we interface with technology as we shift from desktop and mobile to incorporate voice, vision and touch powered by intelligent systems that will ultimately enhance our reality.

The full TEDx video will be available within the next few weeks.

I look forward to sharing more throughout the year. For more, follow me @BlackFin360

This is a repost from the Epsilon corporate blog

MarTechSeries Interview

I was recently interviewed by MarTechSeries in advance of my speaking engagement for MarTech West on April 24th in San Jose, California.

The full interview covers topics such as my role with Epsilon, advice for B2B marketers dealing with evolving technology, start-ups I am working with, how to prepare for the impact of AI, apps and tools I use, productivity hacks and much more.

Here are some excerpts from the full interview: 

Follow Tom Edwards @BlackFin360

 

In The News: AdAge SXSW 2018 Preview

I was recently asked by Advertising Age to provide my thoughts on a number of topics related to SXSW of years past and what to expect in 2018.

Here is the commentary that was included in the digital and print version:

Here is the full commentary I provided to AdAge:

AdAge – How many times have you attended SXSW?

I have attended SXSW a dozen times over the past 18 years. I am definitely a SXSW veteran. I used to attend SXSW to look for the “next big thing”. From Twitter, Foursquare, Highlight, and Meerkat, SXSW used to be the launching pad for consumer-centric platforms that held the promise for new ways to connect with consumers.

Now in 2018, it’s less about apps and more about intelligent systems and the ever-evolving ways we interface with technology. That and of course SXSW is one of a handful of events where most of the industry converges on a single location.

AdAge – What do you think will be different this year versus last?

SXSW used to be about the spectacle of brand installations from a 56 foot tall Doritos Vending Machine and a 20-foot tall TIE-fighter, celebrating the launch of The Force Awakens Blu-Ray, now it’s shifted to more about the “off-cesar chavez” events held by partners that are just as entertaining and enlighting if not more-so than some of the official programming and experiences.

AdAge – What will people be talking about, or are there any trends you expect to take over?

I am very interested to see the progression of AI-based topics heading into 2018. In 2017, there was a lot of discussion around intelligence augmentation, leveraging machine learning and exploring emotive robotics.

This year, I am looking for interesting use cases of Computer vision, signals leading to the proxy web (virtual assistants as agents to consumers) as well as new ways to develop tangible user interfaces, new methods, and platforms to action against large datasets.Finally, I am looking for new and compelling marketing use cases for blockchain (similar to Kodak at CES and Unilever/IBM’s new blockchain media product).

AdAge – Are there any events you’re excited to see?

SXSW AI, IOT, BOTS AND BREW on March 11th, 2018.

AdAge – Do you think there is SXSW fatigue this year? Why or why not?

My reason for attending and my view of SXSW has changed over the years. Before I would seek out the brand installations and attend partner events (Facebook, Twitter, etc…) for behind the scenes access to how platforms and marketing solutions are evolving.

Now I primarily attend to gauge how the trends I track over the course of the year manifest themselves in a more consumer-focused way. CES is all about the technology and SXSW is more about the application of technology with a focus on consumer experiences and that is where there is still value for me as a marketer.

It’s not as overt as in years past but you can begin to see broader shifts in technology and emerging technology that is going to impact marketing and advertising. It’s less about the next big app and more about connecting the dots between new ways to connect with services and consumers through intelligent systems.

AdAge – How will you be dressed?

The SXSW uniform – Skinny jeans, trendy shoes & frames, some sort of sweater jacket and a light “man bag” for minimal swag.

AdAge – Any survival tips?

Can’t understate it enough, pack light for mobility, drink plenty of water, carry battery backups and a very portable umbrella as it’s rained on and off the past few years.

Follow Tom Edwards @BlackFin360

In The News: Adweek & SXSW 2018

I was recently asked by Adweek to provide thoughts around SXSW and whether it is still worthwhile for brands to activate there.

Here are my full responses and the first was used in the article.

1. Do you think SXSW is still a valuable place for brands, marketers to be? Why or why not?

I have been a regular at SXSW over the years and I gain a unique perspective each time around. What I find valuable is that unlike other shows, SXSW is really about consumer-centric experiences. CES is about the technology, Mobile World Congress is about the upcoming infrastructure and hardware, but SXSW is truly set apart by the branded experiences.

2. What about agencies?

For agencies in attendance, it depends on the goal of the show. For my innovation team and I, it’s about the analysis of tech trends and experiences that may further validate our positioning on the topic. It’s also still a valuable experience as clients, media and industry associates all converge on Austin and it’s great to accomplish so much in such a short amount of time.

Here’s last years SXSW 2017 Trend Recap Video

3. What are some things brands should keep in mind when creating activations at SXSW?

Activations have evolved over the past few years. What was once about getting attention through over the top activations has shifted to providing utility and making the conference experience better. From Chevy’s ride sharing to Mophie & Samsungs battery activations, what stands out is creating some type of value for me as a conference goer vs. just trying to get my attention. Let me seek you out.

 

4. How do you cut through all the clutter and stand out?

Cutting through starts well before you ever step foot in Austin. Communicate with a clear value proposition, or something of interest ahead of the show, then while there provide a space to recharge, offer something of value, that can be through off conference events, utility such as ride shares and batteries and most importantly is to follow up post-event with either a recap, captured content or key takeaways.

Follow Tom Edwards @BlackFin360

Celebrating 500 BlackFin Posts

This post is number 500 for the BlackFin360.com/blog. Starting this blog was one of the best decisions I have made professionally. It provided me with a platform to share original thoughts, cover industry trends and serve as a repository for speaking and media coverage.

It has evolved significantly from the early beginnings in 2007. The blog was originally under the domain TheBlackFin.com. Now that domain is simply a redirect to BlackFin360.com. “BlackFin” was a nickname given to me by a co-worker at the time and the blog name came directly from my Xbox Gamertag “TheBlackFin“.

Here is a screenshot of the original look for the blog from 2007-2009. Why green for a blog named the “black” fin is something I still wonder about to this day.

Over the years the look and feel of the blog has changed but the core content focus on marketing, emerging technology, and gaming has remained to this day.

I officially moved the blog from theblackfin.com to blackfin360.com in 2009. By 2011 at least there were black/techie elements in the look and feel.

Now in 2018, the blog continues to serve as the primary entry point for speaking engagements, advisor opportunities, university lecturing, media coverage and over the past year it has shifted to more of a Vlog.

The look of the site will continue to evolve in 2018 and beyond.

Whether this is your first time here or you have been a subscriber since the beginning, I sincerely want to thank anyone who has stopped by and spent time with my content. I am incredibly grateful for this platform and I would highly recommend to anyone to find their industry voice and build their personal brand in addition to their professional.

Follow Tom Edwards @BlackFin360