Technology offers and can quickly deliver social, cultural,
medical benefits and opportunities that are often beyond our imagination, but at
the same time, it can introduce new threats and risks to our personal
information and lives. Balancing the evolution of technology to ensure we can
manage these conflicts is probably our greatest challenge.
Today’s technology can accumulate random data from multiple sources
to analyse; who we know, who we don’t know, how many steps away from
individuals we are, when we last ‘chattered’ and what we communicated. They are capturing the various intertwining circles of social influence and relationships we all have. It
can accumulate data on our behaviour; our views, our habits, when and what we
buy and what we don’t buy and from where and what we looked at but passed on. It
is in fact able to map our taste and probably predict our action and reaction
to certain propositions and actions. It knows private information that can
identify and authenticate us as individuals and going now even further than mere
passwords and ids, to capture information on our very personal identifiers and distinguishing
features. Every time we stamp a facial recognition on a photo we are in fact ‘date and
time stamping’ more personal information and aiding facial and feature
recognition.
The emerging technology is not only mobile and constantly
switched on, but is becoming increasingly intuitive and closer to our senses.
Glasses with screens and cameras and driven by voice instructions, are
capable of capturing our every movement. We shall be able to identify those in
our vision through face recognition and be fed all the facts about them whilst
they stand in front of us. Through tracking we shall be able to know who is just around the
corner and even out of sight! We can now scroll information with our retina
movement of our eyes without even a verbal instruction and in doing s, capture more information on how we
navigate, not to sit in a historical repository, but to
help our future activity.
The world of the ‘sixth sense’ is upon us.
The world of the ‘sixth sense’ is upon us.
The boundaries between different services we use are often
blurring and what once were standalone social network such as Facebook or
Linkedin are is now cross fertilising with email, skype, twitter, blogs, photo
and music libraries etc.
So where are we going in the world some refer to as the new contextual
dimension? Who will hold the information cards and who and how will information
be used? Yesterday it was about content, products and access to all things
material. Tomorrow it’s about the social and behavioural extension of
information about us.
Marketing becomes mass marketing on a direct marketing basis. Upselling now is becoming about feeding known habits and true likes and dislikes and not merely trying to guess buying habits based on what individual’s bought.
Marketing becomes mass marketing on a direct marketing basis. Upselling now is becoming about feeding known habits and true likes and dislikes and not merely trying to guess buying habits based on what individual’s bought.
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