[Music]
that accompanies us
considered a technology expert but
what has always fascinated me
of technology and the human aspect that is
how it impacts then on our lives not
I’m a product man I’m not
engineers I deal with understanding why there
it can serve
so I want to talk about two
tools that are revolutionary are
that of augmented reality is that
of virtual reality
they are often confused in truth are two
very different things
augmented reality is what is there
also disappeared augmented reality that
that allows us to see
basically what surrounds me
with more data with an increase in vision
so I can see you through one
mobile phone a screen of a mobile phone
or even through a viewer connected to
a virtual reality computer instead
something very different wearing
these technologies through a
mobile phone in a viewer or through a
computer and a viewer I could leave
curtain and be everywhere
you understand well that these technologies therefore
they have a very large range and a lot
important I need the video here on the
courtesy stage
the interesting thing to say is that
although I was busy with technology
for many years, in reality, reality
virtual
I was introduced by a start up of
very young guys who take care of
art because the truth is that the first
source of inspiration for reality
virtual is perhaps the first the first case
of virtual reality and just art
because what we see is not there
reality is not a photograph when it is
it is about sculpture painting but
an interpretation of the artist and therefore
this technology brings with it a dowry
important that the note of the world
artistic what I did
in the last year and a half and take care of
understand this phenomenon because the
problem when there are new ones
technologies understand if then really
leave
I remember when I started working
in the internet in 97 he worked in the first
TV company in Italy me
teased when I started to
write me a second book on e
commerce made fun of me and me
I find in a very similar situation
where many friends connect and still do not
they understand the scope of this
revolutionary technology so I have
done a really deep job that
they do
I worked between Italy and the States
united I interviewed business managers
entrepreneurs who have worked in
this sector from a to art to v
travel and basically see there
they are sectors that remain outside of
this technology
then I’ll explain why, however, try to
imagine how you can buy a house
tomorrow entering a house that of
usually buy on a map or on
of the photos but you will be inside the house
you will see the difference between being there
on the top floor or on the first floor with
a north or south exposure
you can decide the furnishings of
something that does not exist yet
all these applications are already
available today many companies also in
Italy already a few years ago have
started investing in these technologies
with great result it does not scream it
they shout it because they have an advantage
competitive that is not trivial
so all these technologies are
ready to be adapted to this
we have also talked about sports
in this day many athletes have a
training through virtual reality
but what I told you I’m not one
product man I’m not an engineer and
I did not come here to tell you how
it works this technology has to
write a book and take half of it
day so what I want
telling you is why you should
to interest this technology
there is so much we talk about everything aids
block chain
but this is the one that will impact most
in your daily lives it is sure it is
what I want to do
I do not want to talk to you about technology but
I want to get there by making a point of the
situation
nor on what drives our soul
what makes us grow makes us dream
are the arts emotions the experiences the
vision is also basically the media
that have become increasingly liquid
all of us are more and more widespread
we have a cell phone with this
we pass a good part of ours
day
because these technologies have
importance well to get to the point is
the right tea from this point of view
an extraordinary experience because I have
twelve minutes of time checked at
penny to pass an idea
important to share with you and I have to
arrive then to the point I can not
turning around is the point, maybe you
you do not see it but I’m on one point
red and there is a huge difference
will allow you to have seen hundreds of ted
comfortably at home in the office
sprawled and relaxed is being here
with you at this excited moment a
tell you this story between being a
home and being here is a beautiful one
difference
because this is fundamental because
these technologies wearing the
technology enters what is a
digital world that so far is made of
faces of video photos but you will enter
in the contents
change everything because everyone will be on
stage everyone will experience the thrill of doing
something you have never done before
so to get a little to the point from
my point of view the shore la
digital revolution only from internet into
forward he really did something for
we as individuals as people before
it is treated of an evolution of the
Industrial Revolution
we have always done more than ever
better in less time spending than
talented companies including all the
shareholders but we as people
we really had something in it
change of technology
I think just maybe a little community
so much information, but the
revolution according to me must come
because the revolution is there when it becomes
a cultural revolution
and therefore the path I want to do with
you is based on three stages of three of the
experiences stories and what I
I call media reality this union of
two augmented and virtual techniques of one
Digital Reality experiences are
basis of our life each of one
of passions
I am an avid motorcyclist ride the
world and I try not to stop myself I never learn
whenever
I know territories people places that do not
you will know how to stay away from me
obviously quiet on the sofa not
I’m the only one evidently if we
we managed to raise our eyes to the sky
see how many planes there are 5
thousand at any time of the day
there are 5 thousand planes that move
this seems like a painting a reproduction
how many planes have moved in one
day in the United States under December
11,000 flights have departed 114 thousand are
landed there is a bit of people traveling
and what do these people look for
experiences what can give you one
trip and on the world of internet thing
it happens well as you can imagine
a lot more comfort happens a little more
but also the fact that the
technology who skill to do much more
in a minute there are 4 million
Google searches are not passive
these are looking for something not
they are looking at fotine there are 4
millions of people watching
videos on youtube in a minute and in a
minute plus or minus you connect a
million people up on youtube
sorry on facebook are loaded 9
millions of photos a day on instagram
we are living and sharing the world is
in fact behind the success of reality
as I mention here for example airbnb ma
it could also be the case of amazon
and of many others it is not just the price a
drive the success of a company
digital but its ability to create
New experiences
the experiences are at the base of the
success nowadays
the economic system that based on the
experience design
if you think apple apple always has
thought first to draw the experience
of the product then the product what there
I do how I use it when I want it
customer experience is one of the types ae
of any company we talk about
Experiential marketing art has passed
to be sculpture painting to be
abstract to be conceptual to be
walking on the water on the iseo lake
last year is becoming something of
more our life is more and more
vote for experiences because why
culturally and here I had the
luck to always work with guys
very young at 50 I was the most
old within yahoo to the world
so you understand how the company was
young people have revolutionized the
way in which we conceive the status
social and our way of living one
I studied at the university once
difference between having or being here now
the new generation works and thinks
always in doing things and in
share
so we are our experiences
it is not new, they already said it
ancient Greeks and experiences are
ours are something we do
like the child who chewed the cube of
wood
stories are another thing because they are
stories are the stories of others
we live in a world that is immersed in
stories we get up in the morning feeling the
news we hear let’s see how they go
things at work all day
let’s call her mom his wife to get them
stories of their day and we conclude
maybe reading a novel and dreaming
something we are always half the stories the
reason is that we need them
stories because stories make us
imagine why if we base everything
on our experience it would be
objectively a problem because not
we will never learn anything and therefore einstein
he said that on the one hand there is knowledge
it derives from experience
but be careful that if you do not have
nation you will never move in my case
for example from the red dot then the
stories are important but they are the
stories of others and this opens us up
basically to have another point
of sight
this is a key point for me
revolutionary of the technologies of which
they are now expert, that is, the fact of
put yourself in a position to see
other points of view because we are
used to having always only ours
so this image is a little game that
I often do because depending on where
you place it is objectively three objects
different which is the right one you know the
nothing new because there is no one
absolute truth
It always depends on a whole series of
factors so if I tell you, think about it
smile all think of this picture
but there are dozens in museums
there are very different reproductions
merry was a person that of
leonardo is his vision but the
merry was anything but
or rather it was a person with different ones
facets so the stories are the
new experiences that help us
improve with people and arrival at
point of technology because and it is
this is technology but also experience
and design and from the point of view
of the experience I dreamed of as a child
do the astronaut strange gero that everyone
they played cowboy seasoning so there was
a vein already written
He knew there were Indians will
shoot there someone died to do
the astronaut had just gone on
moon did not even know how to buoys to
today you can try
this experience with any viewer and
is the bbc that gave us this tool
the opportunity to find you in space a
zero gravity
staying at the house leaving this house
technology is entering we know it in the
museums and I vine what you already know but
is entering schools in the
university in elementary school in the medium
because these tools allow the
children to learn a lot more
quickly
apple in this case first google
all these companies that produce
these contents also from the point of
view of the movies and experiences are
working on an old saying that goes
good in my case, betraying my doing
Mom said there is half the sea when
I said yes yes I’m doing but I did not have
fact is the truth is that if I listen
I forget if I read but I remember the only one
way to understand things and do them
and this is what the big ones are for
companies in the silicon valley are
investing huge capital because this
it’s not just about children. Let’s move on
take training courses on us
about dangerous activities or day activities
by day with a total realism is a
huge revolution because you can do it
more often it has an impact on the bill
important economic and people have
way to learn a lot faster
so in the case of training but in
case for example also of medicine
we are facing a revolution
crazy because so far any doctor
works on photos on images on something
of the doctors right now
they are entering our exams
the difference between seeing a photo and
enter an organ where maybe the
morning after andrea work well
that from the point of view of the value for
us as invaluable people
take into account that after the area
of entertainment the area that will invest
more is precisely that of the LED that after
of which there are a whole series of others
companies from other areas of motoring
everything concerning the world of
of culture but also what
for example, it concerns the sector
industry is therefore not one
revolution that only makes fun and
smile and try new emotions but there
opens to new worlds to which usually
we’re used to being out behind one
screen behind maybe even a screen
very small I quote you this example for
then close the case of the largest
charitable collection that never was
made it by the United Nations in
the great economists are in Switzerland
to the world marketing forum
these people have worn one
virtual reality technology have
experienced the experience of what it means
being children in a refugee camp
in the West Bank then the Syrian children
it was the most fundraising
there is one important part of their history
nice difference between seeing the photo of
a child read his story and
finish with him alongside and live 19
minutes of experience so you understand that
the power of technology as always
it’s everything and nothing depends on the content
it depends on how we know how to use it
we are however now because these
technologies have already entered here
new technological dawn based on
experiences based on stories and
so something that gives us more knowledge
more imagination and a world that I would say
it has no more boundaries in some ways and
so the meaning of my intervention e
give you an anticipation of what
it will be a new world that is already here that it is
a bit of an island that is not there for certain
verses because it is untouchable but the place
of fantasy is the place where things are
they will change and we will have a chance to live
New experiences
Thank you
your world is already magic
to the big ones they call it technology
that accompanies us
considered a technology expert but
what has always fascinated me
of technology and the human aspect that is
how it impacts then on our lives not
I’m a product man I’m not
engineers I deal with understanding why there
it can serve
so I want to talk about two
tools that are revolutionary are
that of augmented reality is that
of virtual reality
they are often confused in truth are two
very different things
augmented reality is what is there
also disappeared augmented reality that
that allows us to see
basically what surrounds me
with more data with an increase in vision
so I can see you through one
mobile phone a screen of a mobile phone
or even through a viewer connected to
a virtual reality computer instead
something very different wearing
these technologies through a
mobile phone in a viewer or through a
computer and a viewer I could leave
curtain and be everywhere
you understand well that these technologies therefore
they have a very large range and a lot
important I need the video here on the
courtesy stage
the interesting thing to say is that
although I was busy with technology
for many years, in reality, reality
virtual
I was introduced by a start up of
very young guys who take care of
art because the truth is that the first
source of inspiration for reality
virtual is perhaps the first the first case
of virtual reality and just art
because what we see is not there
reality is not a photograph when it is
it is about sculpture painting but
an interpretation of the artist and therefore
this technology brings with it a dowry
important that the note of the world
artistic what I did
in the last year and a half and take care of
understand this phenomenon because the
problem when there are new ones
technologies understand if then really
leave
I remember when I started working
in the internet in 97 he worked in the first
TV company in Italy me
teased when I started to
write me a second book on e
commerce made fun of me and me
I find in a very similar situation
where many friends connect and still do not
they understand the scope of this
revolutionary technology so I have
done a really deep job that
they do
I worked between Italy and the States
united I interviewed business managers
entrepreneurs who have worked in
this sector from a to art to v
travel and basically see there
they are sectors that remain outside of
this technology
then I’ll explain why, however, try to
imagine how you can buy a house
tomorrow entering a house that of
usually buy on a map or on
of the photos but you will be inside the house
you will see the difference between being there
on the top floor or on the first floor with
a north or south exposure
you can decide the furnishings of
something that does not exist yet
all these applications are already
available today many companies also in
Italy already a few years ago have
started investing in these technologies
with great result it does not scream it
they shout it because they have an advantage
competitive that is not trivial
so all these technologies are
ready to be adapted to this
we have also talked about sports
in this day many athletes have a
training through virtual reality
but what I told you I’m not one
product man I’m not an engineer and
I did not come here to tell you how
it works this technology has to
write a book and take half of it
day so what I want
telling you is why you should
to interest this technology
there is so much we talk about everything aids
block chain
but this is the one that will impact most
in your daily lives it is sure it is
what I want to do
I do not want to talk to you about technology but
I want to get there by making a point of the
situation
nor on what drives our soul
what makes us grow makes us dream
are the arts emotions the experiences the
vision is also basically the media
that have become increasingly liquid
all of us are more and more widespread
we have a cell phone with this
we pass a good part of ours
day
because these technologies have
importance well to get to the point is
the right tea from this point of view
an extraordinary experience because I have
twelve minutes of time checked at
penny to pass an idea
important to share with you and I have to
arrive then to the point I can not
turning around is the point, maybe you
you do not see it but I’m on one point
red and there is a huge difference
will allow you to have seen hundreds of ted
comfortably at home in the office
sprawled and relaxed is being here
with you at this excited moment a
tell you this story between being a
home and being here is a beautiful one
difference
because this is fundamental because
these technologies wearing the
technology enters what is a
digital world that so far is made of
faces of video photos but you will enter
in the contents
change everything because everyone will be on
stage everyone will experience the thrill of doing
something you have never done before
so to get a little to the point from
my point of view the shore la
digital revolution only from internet into
forward he really did something for
we as individuals as people before
it is treated of an evolution of the
Industrial Revolution
we have always done more than ever
better in less time spending than
talented companies including all the
shareholders but we as people
we really had something in it
change of technology
I think just maybe a little community
so much information, but the
revolution according to me must come
because the revolution is there when it becomes
a cultural revolution
and therefore the path I want to do with
you is based on three stages of three of the
experiences stories and what I
I call media reality this union of
two augmented and virtual techniques of one
Digital Reality experiences are
basis of our life each of one
of passions
I am an avid motorcyclist ride the
world and I try not to stop myself I never learn
whenever
I know territories people places that do not
you will know how to stay away from me
obviously quiet on the sofa not
I’m the only one evidently if we
we managed to raise our eyes to the sky
see how many planes there are 5
thousand at any time of the day
there are 5 thousand planes that move
this seems like a painting a reproduction
how many planes have moved in one
day in the United States under December
11,000 flights have departed 114 thousand are
landed there is a bit of people traveling
and what do these people look for
experiences what can give you one
trip and on the world of internet thing
it happens well as you can imagine
a lot more comfort happens a little more
but also the fact that the
technology who skill to do much more
in a minute there are 4 million
Google searches are not passive
these are looking for something not
they are looking at fotine there are 4
millions of people watching
videos on youtube in a minute and in a
minute plus or minus you connect a
million people up on youtube
sorry on facebook are loaded 9
millions of photos a day on instagram
we are living and sharing the world is
in fact behind the success of reality
as I mention here for example airbnb ma
it could also be the case of amazon
and of many others it is not just the price a
drive the success of a company
digital but its ability to create
New experiences
the experiences are at the base of the
success nowadays
the economic system that based on the
experience design
if you think apple apple always has
thought first to draw the experience
of the product then the product what there
I do how I use it when I want it
customer experience is one of the types ae
of any company we talk about
Experiential marketing art has passed
to be sculpture painting to be
abstract to be conceptual to be
walking on the water on the iseo lake
last year is becoming something of
more our life is more and more
vote for experiences because why
culturally and here I had the
luck to always work with guys
very young at 50 I was the most
old within yahoo to the world
so you understand how the company was
young people have revolutionized the
way in which we conceive the status
social and our way of living one
I studied at the university once
difference between having or being here now
the new generation works and thinks
always in doing things and in
share
so we are our experiences
it is not new, they already said it
ancient Greeks and experiences are
ours are something we do
like the child who chewed the cube of
wood
stories are another thing because they are
stories are the stories of others
we live in a world that is immersed in
stories we get up in the morning feeling the
news we hear let’s see how they go
things at work all day
let’s call her mom his wife to get them
stories of their day and we conclude
maybe reading a novel and dreaming
something we are always half the stories the
reason is that we need them
stories because stories make us
imagine why if we base everything
on our experience it would be
objectively a problem because not
we will never learn anything and therefore einstein
he said that on the one hand there is knowledge
it derives from experience
but be careful that if you do not have
nation you will never move in my case
for example from the red dot then the
stories are important but they are the
stories of others and this opens us up
basically to have another point
of sight
this is a key point for me
revolutionary of the technologies of which
they are now expert, that is, the fact of
put yourself in a position to see
other points of view because we are
used to having always only ours
so this image is a little game that
I often do because depending on where
you place it is objectively three objects
different which is the right one you know the
nothing new because there is no one
absolute truth
It always depends on a whole series of
factors so if I tell you, think about it
smile all think of this picture
but there are dozens in museums
there are very different reproductions
merry was a person that of
leonardo is his vision but the
merry was anything but
or rather it was a person with different ones
facets so the stories are the
new experiences that help us
improve with people and arrival at
point of technology because and it is
this is technology but also experience
and design and from the point of view
of the experience I dreamed of as a child
do the astronaut strange gero that everyone
they played cowboy seasoning so there was
a vein already written
He knew there were Indians will
shoot there someone died to do
the astronaut had just gone on
moon did not even know how to buoys to
today you can try
this experience with any viewer and
is the bbc that gave us this tool
the opportunity to find you in space a
zero gravity
staying at the house leaving this house
technology is entering we know it in the
museums and I vine what you already know but
is entering schools in the
university in elementary school in the medium
because these tools allow the
children to learn a lot more
quickly
apple in this case first google
all these companies that produce
these contents also from the point of
view of the movies and experiences are
working on an old saying that goes
good in my case, betraying my doing
Mom said there is half the sea when
I said yes yes I’m doing but I did not have
fact is the truth is that if I listen
I forget if I read but I remember the only one
way to understand things and do them
and this is what the big ones are for
companies in the silicon valley are
investing huge capital because this
it’s not just about children. Let’s move on
take training courses on us
about dangerous activities or day activities
by day with a total realism is a
huge revolution because you can do it
more often it has an impact on the bill
important economic and people have
way to learn a lot faster
so in the case of training but in
case for example also of medicine
we are facing a revolution
crazy because so far any doctor
works on photos on images on something
of the doctors right now
they are entering our exams
the difference between seeing a photo and
enter an organ where maybe the
morning after andrea work well
that from the point of view of the value for
us as invaluable people
take into account that after the area
of entertainment the area that will invest
more is precisely that of the LED that after
of which there are a whole series of others
companies from other areas of motoring
everything concerning the world of
of culture but also what
for example, it concerns the sector
industry is therefore not one
revolution that only makes fun and
smile and try new emotions but there
opens to new worlds to which usually
we’re used to being out behind one
screen behind maybe even a screen
very small I quote you this example for
then close the case of the largest
charitable collection that never was
made it by the United Nations in
the great economists are in Switzerland
to the world marketing forum
these people have worn one
virtual reality technology have
experienced the experience of what it means
being children in a refugee camp
in the West Bank then the Syrian children
it was the most fundraising
there is one important part of their history
nice difference between seeing the photo of
a child read his story and
finish with him alongside and live 19
minutes of experience so you understand that
the power of technology as always
it’s everything and nothing depends on the content
it depends on how we know how to use it
we are however now because these
technologies have already entered here
new technological dawn based on
experiences based on stories and
so something that gives us more knowledge
more imagination and a world that I would say
it has no more boundaries in some ways and
so the meaning of my intervention e
give you an anticipation of what
it will be a new world that is already here that it is
a bit of an island that is not there for certain
verses because it is untouchable but the place
of fantasy is the place where things are
they will change and we will have a chance to live
New experiences
Thank you
your world is already magic
to the big ones they call it technology
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