Collegio Nuovo Pavia Italy Pavia University. February Multimedia Pragmatic Lab

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Berenice Gladys Burke
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1 Collegio Nuovo Pavia Italy Pavia University February 2007 Multimedia Pragmatic Lab The Concept Technology & Art Design* for Needs & Beauty vision viral communication Mid 2006/07 case. * Copyright Studio.Roberto.Bordogna Independent Researches Corso Magenta Milan Italy 2006

2 The vision that is described in this document has been presented to a selected industrial and educational inter continental audience from July to October 2006, mainly in Milan. It has been presented at the Collegio Nuovo at Pavia University in the Spring 2007 as discussion base and as an example of picture based almost not verbal viral marketing. The content of this representation is copyrighted but can be reproduced and used for educational purpose, provided that the source and the name of the author is indicated. * Copyright Studio.Roberto.Bordogna Independent Researches Corso Magenta Milan Italy 2006

3 Concept Technology & Art Design* To integrate the Pico Ambit (at Home), the Local/Wide Ambit (City Territory), with the Global Ambit. Personal & Common Situational Ambit * Studio.Roberto.Bordogna Milan Italy 2006/07

4 Concept Technology & Art Design TV + Telephone appear to be quite common, but rarely original... Phone+Multimedia (TV RADIO/ Chats ) Music, Clips, SMS &... Dating. Studio.Roberto.Bordogna MilanItaly 2006

5 Concept Technology & Art Design Traditional contents appear willing to gain some degree of interaction (point of view) with the user: Reality, Sport, Adults entertainments, and even traditional fictions increasingly seem to move toward a kind of videogame format. Studio.Roberto.Bordogna Milan Italy 2006

6 Concept Technology & Art Design Autonomy 1 (1,1,1) A.I. Video Games as Multi Dungeon Environments or as Second Life Internet base ambit. Screen savers, TV Presence 1 0 Adapted from AIP (Autonomy,Interaction,Presence) Zelter (92) and Baillie De Byl (2004)Model. A rude Model to qualify multimedia functions: the maximum the video game. 1 Interaction Computer programs Interactive TV Studio.Roberto.Bordogna Milan Italy 2006

7 Concept Technology & Art Design To Summarize There are very few innovative (decent) formats: 1) Traditional platforms ENHANCEMENT (Radio, TV) 2) Some community oriented formats: WEB radios. 3) General trend from TV reality to hyper reality (video game based). Native Interactive Multimedia formats appear not fully exploited yet in their possibilities. 1) Culturally biased Blogs,Wiki, Podcasting sites. 2) Quadruple play ubiquitous interactive multimedia asymmetric wide band based (TV+ phone). 3) Full interactive wideband multimedia as Community video games. Studio.Roberto.Bordogna Milan Italy 2006/07

8 Concept Technology & Art Design The Real Ambit Paradigm The Local Internet of the Thing meets the Cyberspace to Enhance Reality. Studio.Roberto.Bordogna Milan Italy 2006

9 Concept Technology & Art Design To empower the Personal Artificial Natural Ambit. we need to embed dreams in real life (in useful info products). Studio.Roberto.Bordogna Milan Italy 2006

10 From Culture to Things. The Real Things'Ambit Paradigm The Local Internet of the Thing meets the Cyberspace to Enhance Reality. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

11 From Culture to Things. Technology Enhanced Community Learning: a Possibility Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

12 Culture, Communication & Things in an Ambit. A City, the Territory, a Store: these are people sorting machines. Department Store or Supermarkets are Ambits where present things do the selection of an Audience. And where people to some degree do interact with things, to enjoy some agent's autonomy. This Ambit is generally an information desert. An early good example: The N.Y. Fifth Avenue Apple Retail Store. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

13 Culture, Communication & Things. A city, the territory it's a people sorting machine. But now the technology can support a producer editor client content provider learning loop in the distribution industry, that appear ready to be enriched with wired/wireless telecom net, shop floor born technology, Ipod, video phones and various server and other Multimedia devices. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

14 Culture, Communication & Things. A Structure of the Communication Channel. Outlet: local place where people gather for sure, as supermarkets, shops and the likes, for some times every week. Additional potential Local multimedia Access Providers: Local Utilities Companies. National, wide area multimedia, backbone providers Energy Corporations. All businesses involved in the industry model are FULL OF CASH (while TLC and Broadcasters are struggling with rising costs and declining revenues). Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

15 Culture, Communication & Things. Format of the new channel. Communication enhanced real life. Outlet: is a nexus of localization economies. In the future will be an ambit where client will experiment embedded information systems in real life objects (Intelligent shelf, carts, cans, items and the likes): a place for real videogames. Additional possible Local multimedia Access Providers Local Utilities Companies easy integration with phone mobile home'domotic nets. New national, wide area multimedia, backbone providers as Energy Corporations (because of domotic and multimedia systems). Can support on demand closed loop rationalization of basic social industries, similar to shoop floor automation (and Command and Control Systems).

16 Culture, Communication & Things. Possible Formats. 1) a Multimedia Radio for the Supermarket chain of outlets, local community oriented. 2) A two way podcasting system based on outlets'floor, sposored by Producers/Editors for example to provide cultural ads, or information on the product and collect video story about who,why, when, how people buy something ( for istance to know what they do with pasta ). 3) A Wireless Local narrow casting system for client's pda, video phones. This Format it's a kind of a new direct marketing channel that might produce valuable content for broadcasters too. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

17 A demand driven supply distribution channel The Producer Editor The Retailer Narrow Caster. Outlet A Store/ Outle Web Radio t City LAN LEC / ISP (or multi utility) Outlet B (Wi Fi) Phone, podcasting TLC /SAT Operator, Traditional Broadcasters Energy Operator (as TLC backbone provider) Community served Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

18 Culture, Communication & Things. ( A Structure of the Communication Channel. Outlet: local place where people gather for sure, as supermarkets, shops and the likes, for some times every week. Additional potential Local multimedia Access Providers: Local Utilities Companies. National, wide area multimedia, backbone providers Energy Corporations. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006 All businesses involved in the industry model are FULL OF CASH (while TLC and Broadcasters are struggling with rising costs and declining revenues).

19 From Culture, Communication to Things. Format of the new channel. Communication enhanced real life. Outlet: is a nexus of localization economies. In the future will be an ambit where client will experiment embedded information systems in real life objects (Intelligent shelf, carts, cans, items and the likes): a place for real videogames. Additional possible Local multimedia Access Providers Local Utilities Companies easy integration with phone mobile home'domotic nets. New national, wide area multimedia, backbone providers as Energy Corporations (because of domotic and system like Sony WS3). Can support on demand closed loop rationalization of basic social industries, similar to shoop floor automation (and Command and Control Systems). Studio.Roberto.Bordogna

20 Culture, Communication & Things. Possible Start UP Formats. 1) a Multimedia Radio for the Supermarket chain of outlets, local community oriented. 2) A two way podcasting system based on outlets'floor, sposored by Producers/Editors for example to provide cultural ads, or information on the product and collect video story about who,why, when, how people buy something ( for istance to know what they do with pasta ). 3) A Wireless Local narrow casting system for client's pda, video phones. This Format it's a kind of a new direct marketing channel that might produce valuable content for broadcasters too. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

21 Culture, Communication & Things. The Community Energy saving learning cycle 1) A cover on a cooking pot saves energy (as it is known). 2) A utility company may do some ads about this fact (from short notice on invoices to podcasting video's). 3) A supermaket may offers as fidelity gifts pots with covers. ( And eventually I pod to facilitate future communications). Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

22 Culture, Communication & Things. The Community Energy saving learning cycle Improving The Territory Resilience. 1) Energy self generation provide resilience 2) A utility company may provide as a service the technology not only to Hospitals but to Local Police Department Store, Banks and other sites to improve the territory'resiliance to disasters. 3) A Supermaket or a Bank may advertise the feature of a safe environment as benefit to customers. Studio.Roberto.Bordogna Corso Magenta t Milan Italy 2006

23 From Culture to Things. Studio.Roberto.Bordogna Corso Magenta Milan Italy 2006

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