By: Andrew GalvagniUniversity of Louisville

COMM 303

Diffusion Moore's Law Critical Mass Uses & Gratification Long Tail

A traditional demand curve has most use at the head of the curve and not much at the tail This is caused because only a few major networks

select to broadcast only programs that appeal to a majority of viewers

New technology is giving users access to niche content Access to content through the Internet give

opportunity to more niche content through the tail

In 2023, web cams will be embedded into many devices

It will bring people together across distances so they can participate in social events together See what each other are doing Feels like being in the same

room Share holidays together Watch entertainment together Families and social

relationships are much closer Most business meetings are

now done through video conferencing

Critical mass was key to adoption because enough people started using this to make it attractive and better than phone calls

Diffusion theory – Ease of use was made possible because manufacturers put the

technology in their devices so people could try it out People were used to using Skype and Face Time so this new

technology was compatible and a natural extension It met a social need of bringing people closer (especially

family and friends who live far away) demonstrating use & gratification theory

It met a business need by saving money for travel and making conference calls more dynamic

The technology is highly popular because people can choose when to use it It fulfills a need when

seeing someone is important, but meets a need for privacy because it can be turned off (uses and gratification theory)

It has not totally eliminated regular phone calls

“”No Mom, I didn’t cut class”

In 2023, everyone gets their entertainment live streaming from the Internet

People watch their favorite programs on demand whenever they want on many devices -- TVs, laptops, phones

People store their favorite movies in their personal clouds so they can access them anytime

People can always find something to watch - there are hundreds of special programs to meet different interests

Screens are everywhere - they are paper thin, large and can be moved around easily

TVs have webcams so people can watch TV together from remote areas

People use gestures and their voices to control their TV - remotes are gone

Long Tail - Because people are getting streaming content, they don't have to depend on network programs Niche programming has exploded, resulting in hundreds of

new programs that appeal to unique interests

Diffusion – Using gestures is easier than having remotes. Users can try it before throwing out their remotes. No more lost remotes is a major benefit

Uses and Gratification – The ability to download a wide variety of programming and the improvements in T.V. screens were adopted because they met peoples’ needs for entertainment

In 2023, everything is wireless and computers are powerful and cheap

Computers are small and lightweight because components are miniature

There are virtual keyboards and mice, and screens are everywhere - every surface can be a screen

In 2023, everyone has a smart phone because they are so cheap

They are small, thin and even flexible

Most people use their phone as their PC, and it can be worn as a watch

The smart phone is an all-in-one device with so many features It is a sophisticated

computer People just swipe their

phone It has their ID It pays for things because

the phone has bank account information and all of a person's credit cards

The smart phone is the hub that other devices in the home talk to

There are tiny processors and sensors in everyday objects and clothing

• These objects talk to each other over the Internet and send us messages through our smart phones

• This will create smart environments because the devices will anticipate our needs and take actions to help us (Ambient Intelligence)

• Objects in our home know our routine and help us out Turns lights out when we

leave Turns down thermostat It knows our routines, so it

starts our car for us Our refrigerator knows what

food we need – tell it what we want to cook sends us a grocery list, emails the grocery store for us to

pick up on our way home from work

Knows our personal calendar and recommends what to wear and tells us if clothes are dirty

In 2023, the use of the Internet will have grown exponentially

The Internet of Things will result in more than 100 billion Internet connected objects that will communicate through embedded sensors to create smart environments

Clouds will hold information, eliminating the need for devices to have hard drives This will allow people to use small portable computers People will get everything they need by downloading it – no one

has PCs and with hard drives and wires People will shop more on the Internet because there is

more selection than what is in stores, and so there will be less stores - more warehouses for Internet purchases

People like clouds -they don't have to worry about losing documents or pictures

They store everything and people stream whatever content they want through all types of devices wherever they are

People use multiple clouds Personal ones - personal health

records, movies, banking information

Others --Work and school

Moore's Law These changes have occurred due to the continued

exponential increase in computer speed, memory, reduction in size, and cost

Microprocessors allowed computers to be embedded in objects for smart environments

Critical Mass• Merchants and banks had to set up systems to enable people to

use smart phones to conduct financial transactions to speed adoption of expanded smart phone use

Diffusion People were able to try use of phones for payment, but it was a

natural expansion of using debit cards instead of checks Clouds have advantages over hard drives because content is

not lost, it is more mobile, and people were already comfortable with downloading and could try using clouds before switching everything

Smart environments started when major manufacturers of home appliances, TVs, and phones put many computers in their products and partnered with home builders to show case them As people started to buy and use these products, their popularity grew

leading to more objects with embedded computers and an expansion of smart homes

Uses and Gratification Using one device – the smart phone – for a PC and

for financial transactions was more convenient and met a need

Smart Environments were seen as beneficial because they made life easier, helped people save money, and gave people more leisure time

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