So, I have been interested in the height of the vision  that I wanted to try the vision at the lower level. So I made the VR with the vision of the dog. I used the fig rig, rope and paper cups.

First , I gave it a test shot with the fig rig. I wanted to cover the fig rig from the Theta’s view.  So I used the paper cups to cover up the fig rig and it made sense that dogs sometimes wear a collar for the medical purpose.

Second, I added a rope to make it more realistic. After the first shot, David suggested the existence of human interaction with the dog. So, he was on the shot with great acting which made the VR in great immersiveness. When I watched it with the Google cardboard, I felt like David is touching on me. I asked Paula to try it and she also said she felt like someone is touching. David brought up a perspective that there is no active will in the experience. It made the user feel passive.

Rotate the Camera View. It starts from the rear view.

“People also viewed” and “People also bought” are great marketing tools of digital shopping experience. Cling to human shopping demand is a key to increase the sales. Drawing human curiosity is a real effective nudge. The other nudge we see often is “Orders over $100 are free shipping.” Making a consumer to target the amount of money is great tool. If products are mostly $99, it is much more effective.

Word processor made people to write text easily and one of the evolution we see are the webpages. Physical paper text is on the screen. List of information with human economy is truly innovative and now we love amazon and alibaba. Machine learning in these conventional platform has evolved by curating products or content like Netflix for the individuals.

How would you implement these nudges into table top artificial intelligence? At NAVER CONNECT 2018, CEO, Han Seong Sook discusses the difficulty in the artificial intelligence. “When one is shopping a milk at the supermarket, naturally the bread gets an attention but it is difficult in artificial intelligence. Ordering a milk through the table top speaker is just a simple declaration.”

Consumers are rational when they face Alexa. They give orders and that is it. However, if we tweak “Consumers are rational” we also know consumers are irrational. This is a simple finding we learned over the decades. We can see this irrationality through game. People buy items for their personified avatars in the game. In japan we see otakus getting married with dolls. Personification of Alexa and the ability to individualize Alexa can draw more value to the consumers. Just like consumers spend money on their virtual characters in the game.

The other option is present in chatting application. The facebook messenger is suggesting food delivery while two users are talking about having lunch. The only downfall is they were discussing having a lunch at the restaurant. Just like allowing access location of the smartphone, we might need to allow an access to our everyday conversation. Instead of calling out the names, “Alexa” or “OK, google” we might have to let the artificial intelligence listen our everyday conversation. Soon, Alexa will intervene our conversation: “Any delivery for the lunch?”

Gamification in marketing is effective in games. However, monetization by the individualizing an avatar made an instant growth in sales but failed over time just like cyworld by SK in Korea. As soon as the user feels lame to decorate its virtual avatar, soon it will lose the users. Keeping clean and less messy with advertising is a key in user experience but we cannot keep it too dry which cannot draw any attention to bread when it is buying a milk. Letting artificial intelligence to listening to our everyday conversation is controversial. We know keeping a mouth shut is an important role of a butler from the Downton Abbey.

We might face the need of an auto-mode. Just like monthly curation and subscription, we can auto our lives. Auto weekly food delivery and auto monthly clothes delivery based on artificial intelligence analysis. Soon Alexa will deliver your bread right next to your milk. 

Samsung recently launched Bixby where it resides in the smartphone just like its popularity in smartphones. Where does Samsung make sales? How would Bixby create sales?  Samsung already has a successful platform Samsung Pay. Samsung should start implement Samsung Pay into Bixby. All other white appliance should also have both Bixby and Samsung Pay. If it is a refrigerator with Bixby and Samsung Pay, it can instantly work with other consumer industries to order products. Galaxy phones already have a biometric data collecting like iris, finger print scanner which Alexa cannot compete against.

Autonomous driving is another form of artificial intelligence and people in the industry already prescribed HaaS(Hardware as a Service). GM is moving forward with subscription service in Cadillac brand. Consumers can subscribe cars and change cars monthly. The benefit of autonomous driving is well structured in this model because it can create direct sales. Subscribers can order cars and the autonomous cars will be delivered, basically will deliver by itself. Making sales out of the artificial intelligence is a key to success and companies like Amazon, GM which delivers the tangible products are moving forward looking at where to make sales.

The high demand in semiconductor is inevitable as we see the future machine learning environment. Hardware as a service is a valid service only if it comes with a machine learning capability. Imagine Cadillac subscription service with the autonomous driving. Consumers buy products with Alexa or Google home(Virtual Assistant) and the products are made and delivered without a labor. Take a look at Adidas’s new factory in Germany and Amazon’s work on drone logistics. 

The market demand in this new industry revolution is unimaginably high and we witnessed today by Samsung. Then what is next? We can find an answer from 3 simple mathematical equations. 

1. This is a graph which depicts a human brain synapse. We can see the voltage change over time in a brain. 

2. This is a sigmoid function which is used for the machine learning. It is an activation function in the hidden layer. Now we can clearly see the mimicry. Compare the sigmoid function to the human brain voltage graph. 

3. Lastly, it is a diode graph. If you are an computer engineer, we learned this graph at the electrical engineering 101. 

First two graphs show what we did so far. AlphaGo won the game against Korean Go player, Lee Sedol. A human brain computerized in the software. What is next? The future is a human brain in the hardware just as the 3rd graph looks similar to the 1st. A Neuromorphic chip designed by General Vision in the US is now produced by Nepes in Korea. Soon it will hit the market. Imagine the future where any device can be taught by simply implementing a neuromorphic chip without worrying about performance dragging by computation. This is the future we will see soon and it will be just like today we will be surprised by the new industry era.  

When Angela Ahrendts, a former CEO of Burberry joined the Apple people were not so sure what caused that. People assumed she would do a job making the Apple Watch more luxurious product rather than any electronic devices. And later we found seventeen thousand dollar Apple watch edition and thousand dollar Hermes straps. One can think that she is doing her job well at the Apple, however, in fact what she is doing at the Apple is far nominal compared to what she had achieved at the Burberry.

Maslow’s hierarchy of needs, John Stuart Mill’s quality of pleasure and now days Mcluxury are simply saying that people demand higher social, economical status and at the same time in the era of Instagram they want to show off, too. If we remember very first stage of the Facebook, it became popular because of its exclusiveness. It excluded people who do not have the emails ending with Ivy League schools. Now when we have Facebook, Instagram, Twitter, Tumblr, etc it is predetermined to have another SNS claiming the exclusiveness.

Hummel shows an example of how omni-channel failure can affect its business. Germany based brand Hummel once failed to make one voice on their brand. For example, in terms of online sales Hummel in Germany dealt with Zalando which contradicted the Hummel in France which wanted to keep the brand as a premium. Prada has played in many different channels by collaborating with others. Prada once made the Prada phone with LG and made a messenger app with Miranda July, a film director. Now, they have the Miu Miu music mixer app. Diane von Furstenberg, the luxury female brand made an eyewear for the Google glass.

What we leaned from either the expansion by itself or by the collaboration with others is that luxury brands have been tried to keep up with technology development. If we list technology development like smartphone, SNS, video streaming then we can match each application to the luxury brands’ efforts to expansion. Burberry created “the art of the trench” which allowed people to upload their outfit wearing Burberry trench coat. One could feature oneself in the Burberry.com. Burberry worked with Google made the “Burberry Kisses.” By looking at the web camera, it captured one’s lips as if one is kissing, colored the images of the lips with Burberry lipsticks and sent those images to the friends. Not only with the Google but also with the Verizon, Burberry streamed its fashion show live in 3D at the 25 flagship stores around the World. People in the stores wore 3D glasses and watched the show realistically.The new technology that can affect the future is found in the Burberry which is the Burberry Chat. It is an in-house corporate social platform that all workers can use. Angela Ahrendts could give a chat to the entire organization every week sharing one voice, one culture and one goal. Also anyone could talk back to the CEO, Angela Ahrendts. It is a platform just like any other SNS outside. Luxury brand is a symbol of exclusiveness. It excludes people by the money. Expanding its channels through the new technology allows people to access that exclusiveness more often. However, we don’t see the exclusiveness in that access. It is an open access because luxury brands are using the open SNS. If the luxury brands find out and put themselves in a position excluding even the access through the new technology, it is predetermined to see luxury SNS in 2026. 

Nowadays any brands are working hardly on omni-channel expansion and the effort on these expansion even transformed their core history and now they call themselves the technology companies.  The amplification of brand breaks the limits and boundaries of technology and in 2026 it is likely to see  something like the Burberry Chat as an another player of SNS.

The future of new era that every individual can access new technology. The barriers of accessing to the any form of technology is low that everyone can make anything and that will lead to a new trend of entrepreneurship. “Optimistic Indeterminate” is borrowed from the Zero to One, written by Peter Thiel. However, there is still a one last question left “what has to happen in order to have this entrepreneurship boom?” “What will motivate every individual to dive into the entrepreneurship?”

It is predetermined that entering to a new business, blue ocean will bring a huge compensation but we still have to see what triggers the most. It can be International Patent if the US clearly changes to the”first to file” instead of “first to invent.” Or just it can be WYSWYG programming like IBM Bluemix that can serve web page with Watson AI. Or it can be AI that can code for the need of the people.