Designing the Future: When Fact Meets Fiction

Technology Evolution vs Movie’s Integration

 – Head of Innovation

From Hoverboards to smartwatches, Jetpacks to autonomous cars, AI, AR and VR. Hollywood sets the bar high, then we try to deliver against this with real design, technology and innovation.

First presented at Smart IoT London, April 2016. This keynote references:

The Terminator
I, Robot
2001: A Space Odyssey
Back To The Future
Minority Report
Lawnmower Man
The Void
Star Wars
Demolition Man
Johnny Mnemonic
Star Trek
Murder She Wrote
Mission Impossible
TRON: Legacy
James Bond
Total Recall
Dick Tracy
Knight Rider
Iron Man
Oculus Rift

How does this help you? Watch the presentation…

The evian babies are back, welcome to Baby Bay ! ‪#‎evianBabyBay‬ #BETC

The most eye-catching surf spot around – except here it’s the size of the surfers and not the size of the waves that turns heads.

Partners since 22 years, evian and BETC Paris, have set their latest film on an exotic, slightly rugged beach, treating the ears as well as the eyes with a cover of the classic Beach Boys hit “Kokomo”, performed by Lilly Wood and The Prick.

In this short film, a surfer falls when taking on a wave, then wakes up on a beach surrounded by stylish, cool, and incredibly young surfers – which might have something to do with the fact that the only bar on the beach is serving evian.

Staying true to the “Live young” signature, the film reaffirms evian’s vision of youth: a positive and universal value and an openness to the world and the unexpected, regardless of age.

Directed by James Rouse and produced by Wanda studios, the “Baby Bay” spot will be surfing the web from April 20th, before making waves on cinema and TV screens.

A virtual reality application designed by agency Versus Fully Tailored Creation in partnership with Quiksilver will present a fun and outlandish immersive 360° experience inside a wave. Put yourself in the shoes – or rather the wetsuit – of a baby and perform some iconic surfing moves. Available from April 19th on Google and Apple Appstores.

Who’s that girl ?

For the outdoor campaign, a famously baby-faced it-girl will be appearing in the US as a surfer with her baby lookalike. Find out who it is at the latest web surfer hotspot, the hub

Packs and bottles will display images of baby surfers, but also their adult versions, as they would have looked before drinking evian. A collector’s bottle that reveals the “babyfied” reflection of the film’s hero through the water will also be distributed in large retailers and convenient stores.

evian x colette:

The legendary Parisian concept store colette will also be experiencing a wave of youthful energy as of April 20th. Here, customers will find three baby surfer t-shirts, as well as special edition flip-flops for adults that leave a baby footprint in the sand.

Ah, one last message from the baby crab you’ll meet on hub : don’t leave your bottle on the beach. Remember that evian bottles are recyclable.

4 PME/TPE sur 5 sont présentes sur Internet mais seules 19% font actuellement de l’e-commerce (CBC)

Aujourd’hui, 4 PME/TPE sur 5 sont présentes sur Internet mais seules 19% font actuellement de l’e-commerce. Et seulement 24% l’ont déjà envisagé. Les dirigeants de ces entreprises sont bien conscients que l’e-commerce peut influencer positivement leur marché et leur chiffre d’affaires mais ils semblent avoir du mal à passer le cap.


The ways we make purchases and conduct our financial business are changing every day and will continue to change perpetually as technology evolves.

To better understand some of the top fintech trends ahead, we sat down with Il Sun Yoo, director of data engineering at Capital One — a company long known for its data-driven pioneering moves in financial services.

“At Capital One, we are focused on reimagining banking,” says Il Sun Yoo, Capital One’s director of data engineering. “We are innovating in a range of ways, incorporating design thinking for an empathetic customer-driven focus, leveraging big data to generate customer insights, and embracing the cloud to deliver digital products to market faster.”


As for what fintech trends are hot right now, Yoo referenced a recent survey that Capital One conducted at Money20/20, the world’s leading payments and financial services innovation event.

The survey included responses from executives in payments and financial services, investments, analysts, media, government and consulting services, as well as mobile, retail integrated commerce and marketing services.

Among the key findings:

1. Biometric security is going to be big

If you’re not already using your fingerprint to access devices or for security measures, you’re likely to be doing so pretty soon. This makes sense, since every person’s fingerprint is completely unique and nearly impossible to duplicate.


2. Same number of purchases, but with fewer cash payments

Cash used to be king, but as technology makes paperless billing more prevalent and convenient, you can expect to have more paperless payment options — and you can expect to make fewer trips to the ATM.

3. Big data will have a big impact

The ways we can gather and analyze big data are constantly improving and becoming more robust.

“Capital One has always been a data-driven company, so it was natural for Capital One to embrace big data technologies for application in the consumer banking space,” says Yoo.

4. Better financial advice will come your way faster

Yoo says that technology and automation are decreasing friction and cost, which means financial services can become “more and more democratized.”

“The ability to crunch more data, faster, will lead to improved financial health,” he says.

5. Social media shopping will become more prevalent

While relatively new, shopping via social media could quickly grow in popularity. In fact, 22% of those surveyed believe that by 2030, nearly half of holiday sales transactions will be completed via social media shopping.

Shared Media: Paul crée des gâteaux qui dénoncent les inégalités entre les hommes et les femmes


Source: Paul crée des gâteaux qui dénoncent les inégalités entre les hommes et les femmes



Les pâtisseries Paul lancent une série de gâteaux sous forme de camemberts statistiques pour dénoncer les inégalités entre les hommes et les femmes. Le « Bittersweet pies » est disponible dans tous les Paul de Roumanie. Sur le dessus se trouvent des statistiques sur les inégalités entre les deux sexes au sein du pays, mais aussi au sein du gouvernement. Par exemple , seul 12% des membres du Parlement sont des femmes en Roumanie

Tous les gâteaux son comestibles et 5% des revenus sont reversés à la fondation FILIA.

Superbe opération de l’agence MRM//McCANN on attend la même chose en France et partout dans le monde pour mettre en lumière toutes les inégalités de nos pays.



Ryanair: ‘We want to be more like Amazon and Ikea than other airlines’ | Marketing Week

Having entered the third year of its Always Getting Better programme, Ryanair has “succeeded” in changing the negative perceptions associated with its brand and is now being inspired by Amazon to branch out into retail, according to its CMO Kenny Jacobs.

Source: Ryanair: ‘We want to be more like Amazon and Ikea than other airlines’ | Marketing Week


ryan main

After regularly ranking bottom for customer service in surveys, Ryanair launched the Always getting Better Programme in 2013 in order to address its poor reputation.

Earlier this week, Ryanair announced the third phase of the programme after announcing that pre-tax profits for the six months to the end of September rose by 37% to €1.09bn (£870m).

Most notably, the budget airline is making its baggage policy simpler by cutting the number of payment options from 108 to six.

It will also be introducing new-look cabins with bigger windows and an extra inch of legroom, courtesy of the new Boeing 737-800s joining its fleet.

And, in what Jacobs describes as the ability to “crowd source ideas from customer feedback”, it will launch a ‘rate my flight’ function on its mobile app, where customers can leave instant feedback after landing, alongside an Amazon-style one tap payment option where customers can pay for services such as express security checks and upgrades.

READ MORE: What does ‘digital transformation’ really mean?

Emulating Amazon and Ikea

According to Jacobs, Ryanair is no longer interested in getting one up on other airlines such as EasyJet but in gaining inspiration from digital giants such as Amazon.

He told Marketing Week: “When I look at who we want to be like it is more like Amazon and Ikea than other airlines. The next phase is more personalisation and getting into the space where we’re a travel retailer that just happens to specialise in flights.

“We want to take the best of the mantra and deliver product beyond flights. You should be able to book flights, hotels, cars, holidays, taxis, restaurants, all through Ryanair. That is the flag on top of the mountain we’re heading for. If we can achieve half of that, it will be significant and we’ll be able to improve trust and get a greater share of wallet.”

Central to this vision is improvements to the Ryanair app. Despite launching just 18 months ago, it already has eight million active users, with mobile bookings now representing 30% of the total.

“It has been incredible and when we look and think of new features we now think of the app first and the desktop second,” added Jacobs, who says there is room to add more loyalty-based rewards. “We think we can hit 50% of all transactions coming through the mobile app within 18 months.”

ryan app
Ryanair says its app now has 8 million active users and represents 30% of all flight bookings

Accepting that customers care most about price

Since launching Always Getting Better three years ago, Jacobs said Ryanair has seen customer numbers increase from 80 million to 120 million. The load factor, which has risen 10%, represents 20 extra passengers on every Ryanair flight.

However, Jacobs admits that this increase in numbers is still largely driven by price and although customers are responding well to improvements, it is the budget aspect of the airline that they care about most.

“Discount brands just win. Consumers will say they want everything else, but when it comes to voting with their bums it is the cheapest fares that win out. While we’ve made all these improvements, over the same period fares have also got cheaper– that is the single biggest attraction.”

He says in-flight changes, such as adding more food options, making flights “less yellow” and staff wearing new uniforms, has made flying with Ryanair feel like a “new experience”. The next phase of in-flight improvements will include giving customers the option of pre-ordering their food before a flight.

Advice to brands going through a transformation

Ultimately, Jacobs, who previously compared Ryanair’s turnaround to discounter Aldi, advises brands to focus on customer service ahead of marketing.

He said too many try to change brand perception without actually making changes to their core offer.

He advised: “There’s no airline brand in the world that has had the successful transformation we’ve had.

“It is about changing the actual experience and then the brand perception follows. That is quite an important distinction in my mind. Lots of brands that go through a transformation, they’ll try to say ‘let’s really change the brand perception’ and hope the reality catches up; that’s the wrong way to do it.“

3 Ways CIOs Can Transform Digital Marketing – Chiefmarketer

Here are three critical areas that today’s “transformer” CIO needs to address to foster an agile digital marketing strategy and catapult ahead of the competition.

Source: 3 Ways CIOs Can Transform Digital Marketing – Chiefmarketer

Digital marketing technologies change fast. Every year, businesses face more opportunities and complexities as new web, cloud, social and analytical tools emerge, promising businesses closer relationships with prospects, customers and partners alike. According to Gartner, the public cloud services market alone is expected to reach $204 billion in 2016. With the speed of technology today, there has never been such a scary and yet exciting time to be in business.

To win in the competitive digital era, businesses now require a combination of both technical and creative agility to delight customers at every touch point with the brand. This significant goal requires pushing away the perception of the CIO as solely tech-focused and inflexible and the CMO as purely marketing-focused and “fluffy.” In today’s third wave of digital marketing, the CIO and CMO are now after the same goal and are responsible for powering a strategic partnership that enables the organization to soar in meeting all performance targets.


  1. Use APIs to liberate data

Every department now wants the ability to experiment, create and iterate with technology, especially marketing departments that rely on technology for the entire customer journey. However, many users often find their requested priorities stuck in the IT queue for days, weeks or even months before their project emerges as new development.

As we enter the third wave of digital marketing, IT needs to give freedom and leeway to marketing to support their timeframes and to power their race toward stronger consumer relationships. Instead of having customer data sprawled in pieces throughout the organization in various technologies, CMOs require this information be brought together into one master record. This means that every touch point has all the data it needs; user information is always up-to-date, complete and accurate. This serves as the basis for providing better service and personalized, relevant experiences for every user, every time.

CIOs can provide this value through application program interfaces (APIs), which allow businesses to innovate and continually evolve without the need to migrate, rip and replace or build technologies from scratch. Simply put, APIs allow users to integrate any component with any other component. They pave the way for businesses to innovate, expand and integrate new technologies that grant access to untapped data.

  1. Strike a balance between privacy and customer data

Consumers expect companies to use their data wisely. Following Snowden’s revelations, many consumers are wary of how businesses collect and manage their data. For companies, tracking consumer data is complicated with different bits managed by different IT sub-systems. Further, if a company uses external marketing software or third-party services, some of that customer information may not even be under the business’ control.

To strike the right balance between privacy and consumer data, CIOs need to implement technology that gives consumers the data privacy rights they deserve while still collecting the information needed to give them a seamless, personal digital experience. CIOs can reinforce their business’ data privacy standards by making the core code accessible by all as an open source project. Below are seven fundamental principles to incorporate:

  1. Ethics: Ensure fair and responsible collection and use of customer data
  2. Transparency: Give customers a clear view of the collected data and how it is being used
  3. Control: Grant customers control of what data is anonymized and where it goes
  4. Access: Make sure only authorized people and companies have access to the data
  5. Auditing: Be accountable to your data policies as well as emerging legal requirements
  6. Security: Develop, maintain and certify recognized, verified security standards
  7. Standards: Ensure interoperability and clarity that will stand the test of time

Very soon, this privacy and usage standard will not be a voluntary action taken merely by ethical companies. Emerging legal regulations will make it mandatory as it catches up with the digital marketing revolution. This has already started in European courts, where they determined there is a “right to be forgotten.” This verifies the courts are recognizing that individual privacy rights need to be respected, even on the Internet. No enterprise can afford to be behind in this area anymore.

  1. Partner with the CMO to create a reliable, unique digital marketing experience

Over time, the CIO and CMO have edged closer in understanding the intersection of their roles. CIOs have invested in portals, seen online presences rival or surpass physical presences and used the Internet for logistics, collaboration and contact centers. CMOs have conducted online surveys, used analytics for customer insights and started managing web content, among other things.

Today, the CIO and CMO bump into each other often, crisscrossing paths as the digital tumult throws them together time and time again. CMOs live and breathe online tools to expand brands and one-to-one relationships with customers in a lifecycle that extends from initial awareness to purchase and lifetime loyalty. CIOs are now enablers, allowing other C-suite executives to be digitally-enabled.

What is clear is that both the CIO and CMO are working toward the same goal of delighting customers every time they touch the brand. By focusing on the customer, IT and marketing can work together to deliver great digital marketing customer experiences. Success in the third wave of digital marketing lies in providing personalized experiences while making the customer feel safe. To accomplish this, CIOs and CMOs must be transparent about their company policies for data collection and protection, always walking the tightrope between intimacy and privacy.

Fortunately, as leaders in today’s third wave of digital marketing, many CIOs and CMOs no longer view the two roles as oil and water and, instead, see the complimentary nature of their responsibilities. A lot of opportunities lie in a combination of technology, communications and marketing. For instance, think of websites that act as banners for businesses, analytics tools that tell us about customer behavior, collaborative networks and software that turn the world into a global village, or content marketing strategies that create a whole new image as companies become publishers. Now, the CMO needs to participate in technology adoption decisions and the CIO needs to be involved in the success of the entire customer journey to enable employee, customer and brand success.

Kevin Cochrane is the CMO of Jahia.

WHICH is the world’s most innovative country? The Economist

Global innovation rankings

Source: Global innovation rankings: The innovation game | The Economist

WHICH is the world’s most innovative country? Answering this question is the aim of the annual Global Innovation Index and a related report, which were published this morning by Cornell University, INSEAD, a business school, and the World Intellectual Property Organisation. The ranking of 140 countries and economies around the world, which are scored using 79 indicators, is not surprising: Switzerland, Britain, Sweden, the Netherlands and America lead the pack. But the authors also look at their data from other angles, for instance how countries do relative to their economic development and the quality of innovation (measured by indicators such as university rankings). In both cases the results are more remarkable. The chart above shows that in innovation many countries in Africa punch above their economic weight. And the chart below indicates that, even though China is now churning out a lot of patents, it is still way behind America and other rich countries when it comes to innovation quality.

Internet Users in Belgium Prefer Laptops for Browsing, Video Viewing – eMarketer

Three in four internet users in Belgium say they used a laptop last year, a modest gain from the 73.5% who say they did in 2014. The devices were also the most popular—aside from traditional TV sets—for viewing video.

Source: Internet Users in Belgium Prefer Laptops for Browsing, Video Viewing – eMarketer

Given the ubiquity of laptops in Western countries, it’s no shock that nearly three-quarters of internet users in Belgium used one in 2015. A March 2016 report from Centrum voor Informatie over de Media (CIM) reveals that 74.6% of those surveyed say they used a laptop last year, a modest gain from the 73.5% who say they did in 2014 and a figure that kept laptops well ahead of other access devices in the country.

Devices Used by Internet Users in Belgium, 2014 & 2015 (% of respondents)

Smartphone usage, however, expanded significantly. Internet users in Belgium were more than 10 percentage points more likely to say they used one to access the internet in 2015 than in 2014. While tablet usage also saw growth—about 5 points—smartphone usage saw by far the biggest bump in 2015. Desktop, meanwhile, shrunk from 50.9% of respondents using one in 2014 to 46.6% in 2015.

Laptops, likewise, were the most popular non-TV device on which to watch TV or digital video. Nearly half (44%) of internet users surveyed said they use laptops to do so, with another 28.5% saying they watch TV or digital video via smartphone.

Non-TV Devices Used to View TV/Digital Video Among Internet Users in Belgium, 2015 (% of respondents)

And while using tablets to watch TV or digital video was more common than using a desktop—24.8% vs. 24.6%—slightly more of those surveyed say they don’t use a tablet at all—55.0%, vs. 53.4% of those who don’t use a desktop. Regardless, it’s clear that internet users in Belgium prefer laptops, both for general usage and especially for watching TV or digital video.

A July 2015 report from International Telecommunication Union (ITU) estimates that 85% of the population in Belgium are internet users, a number corroborated by Eurostat.


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