Sony Pixel Power calrec Sony

David Shing, in MABS2017: "there is that focus on the story and less on how to count it: more story and less telling"

15/06/2017

David Shing, in MABS2017: "there is that focus on the story and less on how to count it: more story and less telling" El l der de pensamiento australiano y autoproclamado Profeta Digital , durante su ponencia en el MABS2017, organizado por Atresmedia, asegura que la tecnolog a cambia el comportamiento, pero no las necesidades. Entender las necesidades no es f cil .

Management & Business Summit, #MABS2017, el evento l der entre directivos y personalidades mundiales organizado por Atresmedia, ha arrancado este mi rcoles su convocatoria de 2017. El consejero delegado de Atresmedia, Silvio Gonz lez, ha abierto la jornada inaugural en un acto conducido por las presentadoras M nica Carrillo y Mamen Mendiz bal, de Antena 3 y LaSexta, respectivamente. El l der de pensamiento australiano y autoproclamado Profeta Digital , David Shing, conocido como Shingy', ha abierto las ponencias vespertinas con una intervenci n salpicada de ejemplos memorables de marcas e innovaciones, casos pr cticos y experiencias de ayer y de ma ana para dar las mejores claves ante los retos de hoy.

Los ordenadores no sirven para nada, no te dan respuestas, lo dijo Pablo Picasso y me encanta. La innovaci n es cambio, la invenci n es creatividad , ha arrancado Shingy' su din mica intervenci n, no sin antes expresar la alegr a que sent a por poder participar en este foro en particular y por poder estar en Espa a en general: De Espa a me llama la atenci n su cultura, alucino con vosotros, beb is, sal s, sois unos fiesteros y, al d a siguiente, reuniones a las 8 de la ma ana! Me gusta cuando la cultura permanece local .

El creativo ha continuado deteni ndose en los emoticonos: el diccionario de Oxford introdujo la palabra emoji' en 2015. Ahora vivimos una cultura totalmente diferente. Ahora utilizamos la palabra disrupci n, todo el mundo habla de la disrupci n y no es la tecnolog a la que va a ser disruptiva, sino el modelo de negocio .

Einstein descubri la teor a cu ntica, era un violinista con una gran formaci n, podr a ser cient fico o artista y eso es lo que ten is que hacer vosotros , ha asegurado para adelantar a los asistentes que lo que le interesaba es transmitirles la parte art stica .

Jerarqu a de Maslow

Recordando la Jerarqu a de Maslow', el l der australiano ha manifestado que cuando pensamos en esto, la tecnolog a cambia el comportamiento, pero no las necesidades. Entender las necesidades es importante, pero no es tan f cil .

Cuando hablamos de conectar a seres humanos todo el mundo habla de realidad virtual, cuando llevas un minuto con las gafas es incre ble, la realidad virtual no es algo nuevo, la diferencia hoy es que si vamos a ver una pel cula tu r es y yo lloro, con las gafas tu eres protagonista de tu propia experiencia , ha asegurado sobre las ltimas novedades en este sentido, para a adir: La realidad virtual me interesa mucho. En China est n estudiando mucho, para pasar lo real a lo f sico, pero la realidad a veces es mucho mejor que la ficci n .

La experiencia f sica es muy importante y eso es lo que nos tenemos que plantear con nuestra marca: el internet de las emociones , ha manifestado para enumerar seguidamente la cantidad de inventos existentes y que vendr n: igual no ten is una pantalla en el futuro y lo que ten is es un tatuaje, estamos viendo dispositivos port tiles, hay much simos .

En este sentido ha mostrado a los asistentes, a trav s de videos, desde aparatos para pagar con un chip en la manga de la camisa, a t cnicas para sentir el mismo impacto que un jugador de f tbol americano, un traje en 3D que cambia y evoluciona cuando miras a alguien.

Y qu , tenemos todas estas oportunidades, y qu ? , se ha preguntado, para responder: Ahora estamos en el negocio de las emociones, el 75% de las decisiones que tomamos a d a de hoy son emocionales y ya no nos vale el modelo de las 4 Ps' que aprendimos en Marketing .

El p blico que ten is a d a de hoy tiene sus propios p blicos, su propia audiencia. Lo que publiques t , luego lo van a compartir y va a tener su propia experiencia , ha se alado.

Los j venes tienen formas de expresarse completamente diferentes, quieren estar entretenidos, la palabra aburrimiento est muy presente, los chavales crecen con una pantalla, se debe redefinir la palabra creatividad , ha a adido.

Ten is que simpatizar y lo que m s importa a d a de hoy es el compartir. No hablamos de vender a tiempo real, sino de conectar con otros humanos, tenemos que volver a la experimentaci n , ha sugerido al auditorio.

El 70% de la gente solo prueba las aplicaciones una sola vez, tenemos que conseguir formas de conectar a la gente, que se enamoren de tu aplicaci n , ha continuado, al tiempo que subrayaba que en un mundo del boca a boca podremos conectar con esas personas, hay que estar siempre dentro de los medios de comunicaci n, pod is inventaos formas pero, por favor, sed sencillos, la simplicidad es la m xima sofisticaci n, ya lo dijo Da Vinci , ha remarcado Shingy'.

Queremos lealtad tribal, es incre ble lo que puedes conseguir cuando lo consigues con tu marca , ha dicho poniendo el ejemplo de Ray Ban, que nunca anuncia sus gafas sin una leyenda que las lleve .

En este sentido ha asegurado que es esencial conectar con el ADN de tu marca , porque es as como puedes tener la oportunidad de reinventar el producto , ha dicho poniendo como ejemplo las cerveza Carlsberg, que vio c mo sus ingredientes funcionan muy bien como t nico facial o c mo Coca cola ha cambiado en Vietnam los tapones para que no se conviertan en basura y sean productos tiles. O tambi n el caso de Nike con Pokemon Go, que en lugar de poner una experiencia digital hizo un rango de zapatillas que reflejaran la cultura de Nike, un gui o con los personajes de P kemon .

Tenemos un problema con la autenticidad, hay que ser fidedigno con el ADN de la marc
LINK: http://www.panoramaaudiovisual.com/en/2017/06/14/david-shing-en-mabs20...
See more stories from panoramaaudiovisual

Most recent headlines

04/08/2024

Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation

Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....

03/06/2024

Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives

Dalet, a leading technology and service provider for media-rich organizations, a...

15/05/2024

The CW Gets Rights to 11 PAC-12 Football Games

BURBANK, Calif. The CW Network has announced it will be the broadcast home for 11 Pac-12 football games featuring Oregon State and Washington State during the u...

15/05/2024

Nielsen: Disney Is Top Media Distributor with 11.5% of TV Usage

NEW YORK Disney has landed on top of Nielsens newly launched Media Distributor Gauge, which offers its first cross-platform view of total TV consumption across ...

15/05/2024

Max Sets a May 21 Streaming Debut for 'Dune: Part Two

Warner Bros. Discoverys Max streaming services has finally set a launch date for Dune: Part Two with the announcement that the film will begin streaming on Thur...

15/05/2024

FCC Establishes Spectrum Steering Team

WASHINGTON, D.C. FCC Chairwoman Jessica Rosenworcel has announced the establishment of the Spectrum Steering Team that will lead the FCC's efforts to develo...

15/05/2024

Gary Heelas joins TSL as principal engineer

TSL said the appointment marks a strategic enhancement in the companys commitment to focusing on UK and US-designed and manufactured solutions By Jenny Priestl...

15/05/2024

Is Sony about to pull out of its bid for Paramount?

Sony and Apollo may decide to acquire Shari Redstone's National Amusements, which is the controlling shareholder of Paramount Global By Jenny Priestley P...

15/05/2024

Presteigne Broadcast Hire enters administration

The company appointed administrators yesterday (May 14th) By Jenny Priestley Published: May 15, 2024 The company appointed administrators yesterday (May 1...

15/05/2024

Matrox Video Demos at InfoComm 2024 Will Showcase New AVo...

Technology innovator Matrox Video today announced that the company will highlight its leading AV-over-IP (AVoIP) technologies including the brand-new, next-g...

15/05/2024

RMi Amplifies Connectivity and Clarity at Major 2024 Musi...

Riedel Communications today announced its pivotal role in bringing unparalleled audio clarity and connectivity to one of the U.S.'s biggest 2024 music and a...

15/05/2024

Chyron Unveils Significant Updates to Chyron LIVE Cloud P...

Chyron today released a series of significant updates to its Chyron LIVE cloud-native live production platform that were demonstrated at the 2024 NAB Show in La...

15/05/2024

VisualOn to Showcase Revolutionary Optimizer Content-Awar...

VisualOn, a leader in video software technology, is set to unveil its groundbreaking Optimizer suite at Broadcast Asia 2024. The unveiling will take place in th...

15/05/2024

StreamVue announce exclusive parnership with DigiBox

StreamVue, one of the global leaders in IPTV and digital signage solutions is excited to announce an exclusive distribution partnership with DigiBox, one of the...

15/05/2024

Vega Project Uses Blackmagic Design Workflow for XR Studio in Hilton Tokyo

Vega Project Uses Blackmagic Design Workflow for XR Studio in Hilton Tokyo Brie Clayton May 14, 2024 0 Comments Blackmagic Design announced today that...

15/05/2024

Chaos Releases V-Ray 6 Benchmark

Chaos Releases V-Ray 6 Benchmark Brie Clayton May 14, 2024 0 Comments Popular Rendering Benchmark Brings Back CPU/GPU Stats in a Minute; New Benchmark...

15/05/2024

Rose City Futsal Sets New Standard for Community Sports Venues with AI-Automated Sports Production & Streaming Solution

Rose City Futsal Sets New Standard for Community Sports Venues with AI-Automated...

15/05/2024

That Station Artist Notes Series Returns This Summer

Artist Notes is back! Join That Station this summer for the conversation and concert series where you get to hear an artist on stage to not only play music, but...

15/05/2024

Assembling Disney's Upfront: It Takes More Than Magic (Video)

A lot goes into making The Walt Disney Co.'s upfront presentation....

15/05/2024

Madhive Names Premion Founder Jim Wilson President

Madhive, which provides technology for local connected TV advertising, said that it named Jim Wilson as president....

15/05/2024

Amazon Prime Video Swings With Nicholas Cage Spider-Man Series

At its first upfront presentation to advertisers, Amazon Prime Video announced new series and renewed some of its hits....

15/05/2024

Nielsen Crowns Disney in New Ranking of Media Distributors

Nielsen released a new ranking of companies in the media distribution business, including broadcast, cable and streaming, and The Walt Disney Co. was at the top...

15/05/2024

Latin Culture Is Key at TelevisaUnivision Upfront

TelevisaUnivision told advertisers at its upfront presentation Tuesday about more ways they can connect with Latin culture, including through music and live eve...

14/05/2024

Give Me the Backstory: Get to Know Stephen Maing, the Co-Director of Union

By Lucy Spicer One of the most exciting things about the Sundance Film Festival is having a front-row seat for the bright future of independent filmmaking. Whi...

14/05/2024

The Making of The Fall Guy

The feature film The Fall Guy marks the latest collaboration between director David Leitch and cinematographer Jonathan Sela, ASC. Sela describes the movie as ...

14/05/2024

Aerojet Rocketdyne to be Propulsion Provider for the Next Generation Interceptor

Notional render of Lockheed Martins Next Generation Interceptor. Credit: Lockheed Martin...

14/05/2024

5 Misconceptions About Satellite Imagery, Part 2

Access to commercial satellite imagery has become increasingly democratized. Students, startups, researchers and casual enthusiasts are leveraging satellite dat...

14/05/2024

Grass Valley Equips Fujairah TV with Advanced Live Production Technology

Montreal, Canada - May 14, 2024 - Grass Valley, a leader in live production solutions, proudly announces its collaboration with Fujairah TV, a prominent broadca...

14/05/2024

OpenVault Harnesses Generative AI to Improve Broadband Networks

JERSEY CITY, N.J. & COLOGNE, Germany OpenVault has released new details about how it is leveraging the power of Generative AI to significantly and securely expa...

14/05/2024

Comcast Plans Peacock, Netflix, Apple TV+ Streaming Bundle

Comcast is planning to begin offering a new streaming bundle of Peacock, Netflix and Apple TV+ sometime later this month at a vastly reduced price, Comcast ch...

14/05/2024

Chyron Releases Enhancements For LIVE Cloud Production Platform

MELVILLE, N.Y. Chyron has released a series of updates for its LIVE cloud-native production platform....

14/05/2024

CueScript announces passing of founder Brian Larter

Larter co-founded CueScript with Michael Accardi in 2014 By Jenny Priestley Published: May 14, 2024 Updated: May 15, 2024 Larter co-founded CueScript wi...

14/05/2024

EMG Gravity Media Showcases its Combined Live Broadcast E...

EMG / Gravity Media, will be sharing the Group's knowledge and expertise at The Media Production & Technology Show (MPTS), held on 15th and 16th May in Lond...

14/05/2024

Glensound highlights the latest in networked audio at Bro...

Glensound, industry leader in high quality audio systems, is showcasing the latest additions to its extensive portfolio of networked audio products at Broadcast...

14/05/2024

Spotlight on UK Media Tech Vendors at BroadcastAsia

The GREAT Britain and Northern Ireland pavilion at BroadcastAsia 2024 (stand 6I1-5, Singapore Expo, 29 31 May) puts a group of innovative and dynamic media te...

14/05/2024

LOGIC and video processing specialist Comprimato announce...

LOGIC media solutions and video processing specialist Comprimato have entered a partnership aimed at simplifying workflows in the IP- and cloud-based production...

14/05/2024

Relo Metrics Makes a Major Debut at Cannes Lions Internat...

Relo Metrics (formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, has today announced its participation...

14/05/2024

Lightware at Infocomm 2024 - Its Time to Double Down on U...

Lightware Visual Engineering, a leading manufacturer of connectivity solutions for the professional integrated systems market, announced it will showcase a rang...

14/05/2024

Calrec Craft Interview - Aston Fearon Sound Supervisor

Tell us about your path to professional audio. How did you get started and what drew you to the field and technical nature of being an audio professional? As ...

14/05/2024

Fox Details 2024-2025 Schedule Before Upfront Presentation

Fox will share its 2024-2025 schedule at its upfront presentation May 13 in New York, with new shows such as Denis Leary single-cam comedy Going Dutch and the J...

14/05/2024

NBCUniversal Upfront Features Jimmy Fallon, Lester Holt, Savannah Guthrie, Kelly Clarkson

The NBCUniversal upfront presentation kicked off at New York's Radio City Mu...

14/05/2024

NBCUniversal Stakes Claim To the Future of Advertising (Upfronts)

At a time when many are questioning the value of television advertising, NBCUniversal declared that it has more to offer than newcomers like Amazon, Netflix and...

14/05/2024

Fox Upfront Presentation Offers a Little Jon Hamm, a Little More Tom Brady, a Little More Gordon Ramsay

Fox's upfront presentation, at The Manhattan Center Monday, May 13, kicked o...

14/05/2024

Broadcast Nets Show Gains in Ad Impressions Despite Strikes, iSpot Study Finds

Despite strikes that wiped out original programming last season and a narrative about viewers streaming more and watching less linear TV, the big broadcast netw...

14/05/2024

Opinion: Why it's important to give broadcast engineers support in the move to IP

Ed Calverley, manager at large, SMPTE UK, discusses how organisations can help t...

14/05/2024

Sphere completes HOLOPLOT acquisition

HOLOPLOTs proprietary technology enables precise and digital control of sound propagation and localisation to deliver targeted, consistent and immersive audio, ...

14/05/2024

TVBEurope appoints Jenny Priestley as content director

Matthew Corrigan has also recently joined the TVBEurope editorial team as content writer By TVBEurope Staff Published: May 14, 2024 Matthew Corrigan has a...

14/05/2024

Gary Heelas Joins TSL as Principal Engineer

LOS ANGELES Gary Heelas has joined TSL as principal engineer in the company's U.S. office, the company announced....

14/05/2024

Gray Television Inks AAPB Deal for Summer Baseball

ATLANTA Gray Television Inc. has announced an agreement to bring select American Association of Professional Baseball (AAPB) games to free, over-the-air local t...

14/05/2024

Adsmovil Expands Nuestra.TV Distribution

MIAMI, Fla. Adsmovil has expanded access to its free, ad-supported, streaming TV service, Nuestra.TV to include Apple TV, Android TV, Smart TVs, Android media p...