Report on the learning by sharing workshop about ‘integrated online and offline experiences‘
with Joe Pine, Mark William Hansen , Hans Mestrum, and Igor Milder on Thursday the 8th of december
Joe Pine started off with sketching the history of media from real life to virtual reality. He lectured about the world of digital experiences and gave 5 imperatives.Experience Marketing does not exist, Experience IS the Marketing and through creating experiences marketing becomes superfluous. Through mentioning many examplars Pine eleborated on these principles and discussed his concept of infinite ROI (see presentation). Mark William Hansen (Lego) talked about the struggle of Lego to either listen to their own engineers and believe in their own brand or to listen to their customers and facilitate an environment where the customer can create their dreams about models and projects. A fascinating story in terms of innovation.(pdf). Igor Milder(Lost Boys) talked about interactivity on the web and how to get in to heart of the customer instead of in his or mind. Lost Boys , Sportlife, Sanoma, Talpamedia and the European Centre are involved in an interesting research project to the difference between reaching and impacting people. Hans Mestrum opened the doors to the blogosphere. A small group were glued to his lips, ( see pdf) for full video registration www.experience-economy.com/downloads for pictures of event click here.

Last month we visited the research facilties of Philips HomeLab to discuss Ambient Experiences. A report of this visit: In the near future our homes will have a distributed network of intelligent devices that provides us with information, communication, and entertainment. Furthermore, these systems will adapt themselves to the user and even anticipate on user needs. These consumer systems will differ substantially from contemporary equipment through their appearance in peoples environments, and through the way users interact with them. Ambient Intelligence is the term that Philips uses to denote this new paradigm for in-home computing and entertainment. Salient features of these new experiences are ubiquitous computing, natural interaction, and intelligence.

In a world where viral marketing, buzz and word of mouth are well-known terms for every manager, Godin, in Unleashing the Ideavirus (and for that matter also in his other books), points to the problems that companies face in implementing these concepts and also how to solve them. The same Copernican Revolution that is needed to enter the second generation of Experiences and the Support Economy, is needed within the field of marketing. The company is not – and ought not to be – at the center, but the customer, the individual, should be.

De een leverde de podia, de ander de tools, en de derde rolde het ICT-netwerk uit. Heineken, Sony en NBG presenteren ON, een multimediaal platform voor experience-communicatie in kroegen en clubs. Met liveregistraties van concerten, sms-games en een contentbibliotheek vol films en muziek. Aan de vooravond van een horecarevolutie.