Tech Innovation Friend or Foe?

PEOPLES INSIGHTS MONTHLY BRIEF: MAY

Photo: epSos.de on Flickr

Is all change for the better?

The invention of the printing press was perhaps second only to the wheel, and

has revolutionized the way we communicate the way we learn, express ideas, and spread opinions.

Fast forward to the invention of the personal computer, the internet, social

networks and the mobile phone the dissemination of messages and ideas to the masses has sped up dramatically. Communication suddenly jumped from print to

screens, bringing along new exciting ways to reach people across the globe.

These developments set the wheel of the digital revolution in motion, and there

has been no looking back.

Technology has brought the world closer than ever before. It has changed how

the world shares ideas - from personal exchanges to business communications.

Existing businesses have scaled because of it, and new businesses are set up some purely online. The fast-changing nature of the digital landscape has also

kept communications professionals alert and on their toes pushing them to be innovative, creative and adaptive.

Its safe to say that these technologies bring to the world some of the most innovative and game-changing inventions and services, across industries and

sectors. But at what cost?

Photo: Nicolas Raymond on Stockvault

Introduction

Photo: Elliot Nevills on Stockvault

In this issue of the Peoples Insights monthly brief, we feature eight

initiatives that demonstrate how

mobile apps and new technologies

are shaping the way we share

stories and consume information.

We also highlight the questions

these developments are raising,

what their implications are for

privacy, ethics and business models.

In addition, we feature the latest

issues of Espalhe MSLGROUPs Sururu News and Publicis

Consultants The Content Shot.

theatlantic.com

Social Giants: Wheres the line?

Mobile apps and social networks offer diverse features, and thus diverse kinds of

content and engagement experiences. Of late, the newer features are raising

questions of accountability: how far can such apps go without monitoring and

regulation of content?

1. Periscope Live Streaming & Privacy HBO recently issued a take-down notice to Twitter-owned Periscope after

users live streamed a season premiere of Game of Thrones. The live

streaming encourages piracy and copyright infringement and social networks

should take proactive action against this, according to HBO.

2. Snapchats Recruitment Strategy Snapchat recently messaged employees of other startups on its own

platform, with tongue-in-cheek messages encouraging them to join the

Snapchat workforce. An interesting example of pushing the boundaries for

competition, but is it healthy and fair, or sneaky and underhanded?

venturebeat.com

At 11 years old, Facebook has become the most popular social network in the

world and recently surpassed 1.4 billion monthly active users. Over the years, it

has witnessed defining moments in history and has evolved into a powerful agent

of social change. On the other hand, some of its initiatives have been criticized

for attempting to control the internet or at least what people have access to online.

3. Facebook Instant Articles To make it faster to access news sites on mobile, Facebook has tied up with

nine news providers to publish their articles directly on Facebook. This

means the content lives on Facebook, and people dont need to leave the Facebook app to access the content.

4. Internet.org and Net Neutrality in India Facebooks launch of its Internet.org in India resulted in a large debate around the principles of Net Neutrality and a movement to preserve the

free web.

techinasia.com

Messaging Apps: Going Beyond Messaging

Messaging on the mobile phone has evolved from the SMS to MMS to IM and it doesnt look like the evolution will hit a roadblock any time soon! What makes this non-verbal (and sometimes verbal) interaction through mobile phones

interesting and highly addictive is the wide range of features these apps offer.

5. LINE Stickers Messaging app LINE makes a significant revenue from its Stickers a clear sign the app has hit the right chord with users, with the engaging and interactive

feature.

6. WeChats Movie Ticketing App WePiao, the startup that runs and manages WeChats movie ticket sales, recently received $150 million in a round of B Series funding, and is poised to

strengthen WeChats popular feature of booking movie tickets through the app.

engadget.com

Inspiring Innovations: Pushing the Boundaries

Beyond the virtual world, were still seeing inspiring innovations on the hardware front that are changing our lifestyles and broadening our mindsets pushing our understanding of what we are capable of. (Stay tuned, well delve into the latter in our next report!)

7. Lily The Flying Camera The worlds first flying camera Lily is designed to look like a drone and can follow its owner around, while clicking photographs and capturing videos. A

nascent technology, it could go on to become a game changer in

photography and film-making.

8. Tesla Powerwall Elon Musks announcement of the Tesla Powerwall created a lot of excitement. The technology has the potential to catalyze our use of solar

energy, and frankly, its inspiring. It reminds us of what we are capable of and makes us believe big positive change is within reach.

We hope you enjoy this issue. Let us know what you think at @PeoplesLab.

Nidhi Chimnani

Director Research and Insights, MSLGROUP @nidhichimnani

Melanie Joe

Consultant Research and Insights, MSLGROUP @melanie_joe

Social Giants: Wheres the line?

Periscope Live Streaming & Piracy

Snapchats Recruitment Strategy

Facebooks Instant Articles

Internet.org and Net Neutrality in India

Messaging Apps: Going Beyond Messaging

LINE Stickers

WeChats Movie Ticketing App

Inspiring Innovations: Pushing the Boundaries

Lily The Flying Camera

Tesla Powerwall

Bonus: More insights from MSLGROUP

Inside

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Photo: Mattias Topfer on Flickr

Social giants,

Wheres the line?

Periscope Live Streaming & Piracy

Photo: Periscope

Live streaming apps like Periscope have

gained overnight popularity, in large part

due to competitor Meerkats success at this years South by Southwest (SXSW). Although they arent the first apps in the market to offer live streaming, the ease

with which they can be used has made

them instant hits with users.

Live streaming gives the power of content

creation and sharing to just about anyone,

from anywhere and thats what keeps bringing Periscope to the news for all the

wrong reasons.

The latest hiccup in Periscopes journey comes la HBO, which issued a take-

down notice after Periscope users live

streamed the 5th season premier of one of

HBOs highest-grossing shows, Game of Thrones.

#LiveStreaming

via: theverge.com

Periscope is designed to help people share everyday

activities could it pose a larger threat to the entertainment industry?

The ease with which live streaming creates on-the-ground reporters and

broadcasters could pose a problem for brands and organizations with sole rights

to certain kinds of content especially for the entertainment and news industry. While Periscope discourages copyright infringement and commits to taking action

when notified, it doesnt have a system in place to monitor and prevent the creation of such content.

And thats what content owners are unhappy about. An HBO spokeswoman commented:

In general, we feel developers should have tools which proactively prevent mass copyright infringement from occurring on their apps and

not be solely reliant upon notifications.

Most live streaming apps also have a particular feature which makes it difficult

for brands to track cases of copyright infringement content on these apps self-deletes immediately, or, in the case of Periscope, within 24 hours.

Wheres the line?

How might streaming apps tackle the challenge of reviewing thousands of hours

of footage in near-real-time? Should the responsibility lie with them, or the end

user? Is it even practical to envision a solution? Should companies like HBO

assume such behavior is the new norm?

Snapchats Recruitment Strategy

Photos via Business Insiders Matt Weinberger and Jonah Grant

Snapchat has no dearth of fans it has 100 million monthly active users. The

company decided to tap into its user base

to find its next crop of employees, with

clever use of its geofilter feature.

*Filters are designs or messages that you

can add on top of your photos; Geofilters

are specific filters created for specific

locations.

For its recruitment drive, Snapchat

created new geofilters targeting people at

special locations in Silicon Valley the offices of tech companies Uber, Twitter,

Pinterest and Airbnb. Each geofilter was

customized to the company. For example,

people at Pinterest saw the message

Feeling pinned down? while people at the Uber office saw This place driving you mad?

The tongue-in-cheek filters were

accompanied by a link to

snapchat.com/jobs.

#SnapchatHire

Playful Recruiting

Snapchat spokesperson Jill Hazelbaker calls the move a unique and playful form of recruiting. And it doesnt seem as harmful as Ubers attempt to poach drivers from Lyft last year (more on that here).

While some are calling Snapchats strategy sneaky, it does seem quite clever and well-thought-out. After all, what better place to look for potential employees

than among some of todays best tech companies?

Was a line crossed?

Although scouring other companies/competitors talent pool to look for prospective employees is a common practice, Snapchat sets a precedent with its

cheeky yet innovative use of its own app to invite people to come on board.

While most employees of the targeted companies merely pointed the filters out,

some had cheeky reactions of their own (see here and here).

What do you think? Was a line crossed? Or has Snapchat set a new creative

standard for how companies can and should be creative in reaching out to

potential prospects?

Top: forbes.com,

bottom: recruitingblogs.com

Facebook Instant Articles

Watch the video: Introducing Instant Articles

Mobile phones are the future of good

stories, Facebook emphasized as it rolled

out its newest feature Instant Articles.

People get a lot of their news from

Facebook, and the social network is

responsible for significant traffic to news

sites. With Instant Articles, media houses

can publish their articles directly to

Facebook. This lets people stay within the

Facebook ecosystem, and eliminates the

extra few seconds people have to wait for

the external page to load.

Beyond the time advantage, Instant

Articles are also ushering in a new

standard for storytelling. Publishers can

accompany their articles with video

covers and audio tracks. Readers can

interact with the content seamlessly pinching the screen to zoom in and

engaging directly with Like, Comment and

Follow buttons.

To date, nine publishers have signed up

for Instant Articles.

#InstantArticles

via buzzfeed.com

BuzzFeed:Early Numbers Suggest Facebook Instant Articles Giving Participating Publishers An Edge

Pre-Instant Articles, external websites would take an average 8 seconds to load.

Facebook predicted Instant Articles would speed up the process 10x.

Early results are yet to confirm if articles are loading faster. Meanwhile, a study

by CrowdTangle shows that engagement around the Instant Articles are higher

than on standard posts (see results on the right).

Instant Articles rich media features might be contributing to this rise in interaction. Indeed, as John Bennett, editor-in-chief of The Atlantic noted:

[Instant Articles is] really going to solve the problem weve had with bringing pictures that work really well in the magazine environment to

the phone.

The increase in engagement might also give Instant Articles a more prominent

place on peoples newsfeeds, and might help increase their reach on the social network.

Instant Articles is currently available on the latest version of the Facebook app,

on iPhones only.

Snapchat Discover Snapchat has a similar collaboration with leading media houses

Photo: Meet the Media Guru on Flickr

Larger implications for the media industry, like ownership

of creative content and freedom of web.

Instant Articles launched amidst a considerable amount of controversy and

confusion. The primary concerns for partners who controls the content, and how much power should publishers relinquish in order to stay relevant with todays technologies? Whats the impact on revenue?

For publishers too small or too hesitant to sign up for Instant Articles whats the impact of Facebooks new role as news publisher? Will their content be treated as a second citizen on the newsfeed? Is it imperative to move towards the rich media format to survive?

Beyond the media industry, Facebooks bold move also raises questions about the role of social media networks in larger society. Social giants like Facebook,

Google and WeChat are racing to add more features and apps, to become one-

stop shops. In other words, silos of content, walled portions of the internet, or

monopolies threatening the free web, with a few networks and apps dominating the visibility and reach of all content on the web.

Wheres the line, in your opinion? Tweet us at @Peopleslab.

Internet.org & Net Neutrality

Internet.org

In April 2015, Facebook found itself

embroiled in the Net Neutrality debate

taking place in India. Although India

boasts the worlds third-largest population of internet users, the country lacks laws

around Net Neutrality.

*Net Neutrality is the principle that

service providers should provide equal

access to content on the internet,

regardless of source.

In December 2014, Indian netizens had

criticized telecom provider Airtel for

charging a higher fee for services like

Skype, LINE and Whatsapp. This prompted

Indian authorities to develop laws around

Net Neutrality, which they introduced to

the public in early 2015 at around the same time that Facebook launched

Internet.org.

*Internet.org is a partnership among seven

tech companies, to bring affordable

access to the internet to those in

developing countries.

#NetNeutrality

Facebooks global Internet.org initiative (top) versus Reliances Internet.org for India (bottom)

How Internet.org works in

India

Facebook launched Internet.org in India in

partnership with telecom provider

Reliance. This makes it possible for

people in eight states to access select

websites for free - if they have a

Reliance mobile connection.

To access these sites, they can connect

through the Internet.org Android app, or

through internet.org on their mobile

browser. People who try to access the

sites directly, without going through an

Internet.org touch point would be charged

for their data consumption.

The choice of websites is limited and

doesnt reflect the nations most popular sites. For example, for search,

internet.org only covers access to Bing,

and for shopping only OLX.

Facebooks intent was to help connect poor people to the internet. But the

details of the program didnt match up. Neither did the communication around it

(see the bottom image on the left, from

Reliances website).

Stop VIP culture on the Internet

Indians netizens, who were already part of a grassroots movement to create

awareness around Net Neutrality, were not impressed with Facebooks Internet.org.

Ethan Zuckerman, internet activist and director of the Center for Civic Media at

MIT, summarizes the problem with Internet.org:

If Facebook were donating millions or billions to upgrade infrastructure - or even to lobby mobile phone carriers for cheaper data services for all

- it would be less troubling. But instead, they're offering a limited

version of the internet, one that centers on Facebook, to low-income

internet users.

That raises real concerns that this is not a charitable effort, but a

customer acquisition strategy.

Internet.orgs limited scope posed a challenge for competing service providers and web-based start ups, giving an unfair advantage to members of Internet.org.

It would create fast-lanes for select websites and prevent fair competition especially devastating for new entrants to the market. And Airtels repeated effort to make Indians pay more for popular services threatened all netizens freedom to access the internet.

As a result of these initiatives, and the Indian authorities April 24 deadline for feedback on the new policies, the Save the Internet movement grew stronger.

Top: AIBs video Save the Internet,

bottom: facebook.com/netneutralityin

Power of the Save the Internet movement

In addition to on-ground protests, heres what the movement achieved:

336,000 people signed the petition online

Comedy group AIBs video on Net Neutrality amassed nearly 3 million views

One million people wrote to the Telecom Regulatory Authority of India

Leading brands Cleartrip and Flipkart pulled out of the Internet.org initiative

The movement even prompted Mark Zuckerberg to post a response in defense of

Internet.org, which has opened up a new angle to the debate:

Can Internet.org and Net Neutrality co-exist?

Zuckerberg argues:

Net neutrality is not in conflict with working to get more people connected. These two principles universal connectivity and net neutrality can and must coexist.

Judging from the comments on his widely-viewed post, wed say there are a lot of polarizing views, and a lot of work to be done to find an acceptable middle

ground. To quote the Chief Minister of Indian state Odisha:

While the underprivileged deserve much more than what is available, nobody should decide what exactly are their requirements. If you dictate

what the poor should get, you take away their rights to choose what they

think is best for them.

An Op-ed at trak.in in response to Zuckerbergs statement

Photo: Ian L on Stockvault.net

Messaging Apps: Going Beyond Messaging

LINE Stickers

Photo: LINE

Stickers have become a popular feature

within social messaging apps, especially in

Asia. Japan-based messaging app LINE has

been leading the trend with more than

1.8 billion stickers sent a day.

LINEs innovation around stickers helps it stand out among competitors like

WhatsApp, Kakao Talk and Facebook

Messenger.

Last May, LINE introduced the Creators

Market, allowing people to create and sell

their own stickers on the LINE platform.

The marketplace has been quite the

success 390,000 people from 156 countries registered, and creators made a

collective $75 million in its first year. It

now offers 100,000 sticker sets for sale.

Stickers might also have played a

significant role in helping boost LINE

revenues the company reported a 70% increase in revenues YoY for the first

quarter of 2015.

#LINEStickers

Storytelling with Stickers

With 205 million active users, LINE has a wide reach and is especially popular in

Japan, Thailand, Taiwan and Indonesia. The popularity of the app and the

creative potential of its stickers have made it an attractive channel for brands

like Dior, Uniqlo, Burberry and Coca-Cola.

Like other social networks, LINE allows brands to create Official Accounts and

reach out to followers. Quite unlike other networks, it also allows brands to

create customized sticker sets and reach audiences in real-time.

For example, Burberry live-telecasted its collections from the 2015 London

Fashion Week in real-time over LINE. The fashion giant promoted the event with

an animated video featuring popular LINE characters dressed in iconic Burberry

designs on their way to the fashion show. Burberry also released a branded

sticker set inspired by the story line of the video.

In 2014, Coca-Cola created a Coke Break set of stickers to encourage young

Indonesians to enjoy Coca-Cola during their break hours. To get the stickers,

people had to buy two bottles of Coca-Cola and enter in unique codes online.

Brands arent the only ones to use LINE to engage with their audiences. Paul McCartney has over 10 million followers on LINE and recently launched a set of

sound stickers, ahead of his Japan Tour. The stickers combine images with audio phrases in English and Japanese, and are on sale for 100 virtual coins, or

1.49.

Top: via vogue.com ,

Bottom: break.coca-cola.co.id

WeChats Movie Ticketing App

Photo: Benjamin Linh VU on Flickr

Theres no dearth of mobile messaging and chat apps today. The competition

among these apps is strong, and were seeing many new features as they

compete with one another.

People are sharing text, emojis, stickers,

photos, videos, audio notes; making live

calls; streaming live video; shopping; and

now buying movie tickets from within the apps! The latest trend is visible in

China, where the number of people

buying movie tickets on smart phones

doubled in 2014.

Investors are gravitating to this space:

Beijing Weiying Technology, the

technology company that manages

WeChats movie ticket sales, just secured funding of $105 million. Investors include

WeChats parent company Tencent and the worlds largest cinema operator Wanda Group (which also owns U.S. chain

AMC Theatres).

#mCommerce

Photo: Cheon Fong Liew on Flickr

The entertainment explosion in China

WeChat delivers its ticketing service through the app WePiao, which is also

available on Tencents messaging platform QQ. WePiao currently facilitates ticket sales at 3,500 cinemas across 500 cities in China. Given WeChats global reach of 500 million active users, it will be interesting to see if it expands the ticketing

service to other countries.

WePiao is expanding beyond ticket sales, to offer merchandise and to help

promote movies. David Lim, CEO of Beijing Weiying Technology, commented:

"We charge commissions to the cinemas. We also help with promotions,

and we get paid by the movie companies. Plus we are also investing in

movies,"

Alibaba Pictures has its eyes on the movie ticketing business too, and recently

acquired cinema ticketing company Guangdong Yueke Software Engineering. The

deal gives Alibaba Pictures access to movie studios, as well as data about movie-

goers preferences.

Read: Why chat apps are the next breed of social networks

Photo: Till Westermayer on Flickr

Inspiring Innovations: Pushing the

Boundaries

Lily the Flying Camera

Photo: Lily Video: Watch Lily in action

In 2013, selfie was named the Word of the Year, and in 2014, the selfie stick

became a popular and sought-after

accessory for mobile phones as well as

cameras.

Selfies have become more or less a part

of the mainstream culture over 17 million selfies are uploaded to social

networks every week.

When the selfie stick falls short

Enter 2015, and were seeing innovations that combine features of cameras and

drones, and give us what might be the

selfie lovers ultimate dream a flying camera that follows you around, and

takes your photos and videos.

Called Lily, its the worlds first throw-and-shoot camera, and it functions

exactly how it sounds you throw the camera into the air and it starts

recording.

#FlyingCamera

Lily The Camera That Follows You Around

Much like drones, Lily is equipped with an accelerometer, barometer, GPS, a

front and a bottom-facing camera. It comes with a GPS device users can wear on

their wrists or carry in their pockets this device communicates the speed, distance and position of the user back to Lily. For now, Lily can fly at speeds of

25 mph and stay in the air for about 18 to 22 minutes. Its also completely waterproof, and can operate normally for up to a meter under water. Users can

conveniently carry it around too, as it weighs in at less than the average laptop.

Shipping for the Lily is expected to start in February 2016 enough time for the worlds first flying camera to build up excitement and curiosity.

Lily Potential for greater storytelling?

Lily can come in handy for a varied range of uses. For example, it could benefit

professional athletes looking to track and monitor their progress as well as

filmmakers who want an evolved and exciting approach to moviemaking. Solo

travelers could use Lily to their advantage capturing moments where no one else may be present.

In addition, could this evolved way of filmmaking also result in newer avenues

for content creation for brands and businesses? Its a possibility, if leveraged with the right idea and creative execution.

Photos: Lily

Lily and Privacy

Lily has already raised concerns regarding

privacy and security some fear it could be used for spying, considering it can

hover above the ground.

How do you think it will catch on with the

mobile and tech savvy audience of today?

Top 5 Drone-driven campaigns

Photo: Lily

Tesla Powerwall

Photo: Tesla Motors Video: Elon Musk announces the Tesla Powerwall

Theres an increasing awareness today about climate change its reality, its effect on the planet, and the need for

urgent action.

Among other factors, a gradual but

definite increase in world population is

putting a serious strain on available

resources, both renewable and non-

renewable.

At a time when the world is hurrying to

devise sustainable ways of meeting

mankinds energy needs, the announcement of Tesla Motors Tesla Powerwall has people in the energy

industry, and people in general, equally

excited there have been 38,000 pre-bookings for the Powerwall till date.

Tesla Powerwall is a residential wall-

mounted storage system with a lithium-

ion battery that charges itself using the

energy generated from solar panels during

the day. This energy collected from non-

peak periods is stored for use during peak

periods.

Watch: James Henson: Why I must speak about climate change.

#SustainableEnergy

What the Tesla Powerwall offers and what people are saying

The Powerwall is designed to be light and occupy less space, and is easy to

install and use. Its also significantly cheaper than the other lithium-ion based alternatives currently available in the market. The price point for the Powerwall

- from $500 to $700 per kWh installed is less than half of the cost for residential power storage in Japan, Australia and Germany. Tesla Energy states

that once it begins mass production, the cost is likely to come down further.

Meant for home use, the Powerwall has an industrial counterpart the Powerpack which is slated to be a much larger utility scale battery that can be used to run entire businesses, off the grid. The Powerwall charges and discharges

quickly, and requires the minimum amount of maintenance, which makes it

practical for use in homes as well as commercial applications.

While theres been excitement around the Powerwall, there are also reactions that range from skepticism to dismissal. Most of it revolves around the amount of

power it can offer at the price range (which while cheaper than other

alternatives, is still steep for the average consumer).

Tesla recently responded to the criticism by doubling the output of the

Powerwall, while keeping the price the same.

Read: Battery storage needed to expand renewable energy

Read: The most eco-friendly cities in the world

Photos: Top - Tesla Motors

Bottom Op-ed in Forbes

What does the Powerwall mean for the future of energy and our planet?

The energy industry has been using solar energy to run industries in real-time,

but one of its most pressing challenges remains the inability to store energy for

future use. The Powerwall could be a solution for this - storing sunlight as an

emergency backup or even a full-time substitute, making it actually possible to

go off the grid.

It may still be in its nascent stages within niche markets, but this method of

storing solar energy could solve many of the worlds power issues especially in remote and isolated parts of the world where access to electricity is non-

existent.

Tesla Motors co-founder Elon Musk gives an interesting number in his keynote he estimates that 2 billion units of the Powerwall could meet all of the worlds transportation and electricity needs. While that number seems large, it points to

what were capable of creating a clean energy future.

Photo: Frits Ahlefeldt-Laurvig on Flickr

Bonus: More insights from MSLGROUP

Sururu News is available on Espalhe MSLGROUPs YouTube channel: youtube.com/user/espalheguerrilha

Sururu News

Pinterest unveils Buyable Pins

Every fortnight, Leo Cardoso

from Espalhe MSLGROUP shares

four pieces of news from the

digital industry. Each one is

shared within 20 seconds.

The video series gets its name from

Sururu Valley, where it is recorded.

Why Sururu Valley? Apart from the

calming views, its also the location of Brazils Silicon Valley an area rich with startups and home to Espalhe

MSLGROUPs Innovation Center.

The latest episode, number 21, covers:

Pinterests new Buy pin

Instagrams developing ad business

Social medias role as a customer service tool in Brazil

YouTubes Music Insights

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Prepared by the Publicis Consultants Net

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great way stay up-to-date and to practice your French!

The latest issue examines GEs Drop Science a musical composition from DJ Matthew Dear

and GEs powerful machines.

Why is it a success? The initiative blends the

expertise of DJ Matthew Dear and GEs acoustic engineer Andrew Gorton. It provides a

unique sound experience across a range of

social channels YouTube, Vimeo, SoundCloud,

BitTorrent and mobile app Djay 2.

Peoples Insights is a collection of inspiring initiatives, insights and foresights shared by MSLGROUPs SPRINTers our global team of 100+ strategic planners, researchers and insights experts.

Peoples Insights covers the latest trends in engagement on both consumer and corporate sides.

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