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

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

07/10/2026

Dalet Flex LTS Delivers Smarter Media Operations from Ingest to Distribution

Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...

06/09/2026

Dolby and MagentaTV Bring Fans Closer to the FIFA World Cup 2026 in Germany with Dolby Vision and Dolby Atmos

June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...

27/08/2026

Gracenote's first DSP integration brings show-level content intelligence to The Trade Desk

Advertisers gain granular CTV targeting and turnkey reporting across eligible in...

27/08/2026

Boland Debuts ST 2110 Option for its 4K HDR Monitors

Share Copy link Facebook X Linkedin Bluesky Email...

27/08/2026

Adele Hixon-Day Joins C-SPAN as Chief Development Officer

Share Copy link Facebook X Linkedin Bluesky Email...

27/08/2026

Profuz Digital presents intelligent AI workflow orchestra...

Profuz Digital makes a mark by launching a powerful upgrade to its Profuz LAPIS digital media management platform this IBC in Amsterdam at Stand 8.A88. The late...

27/08/2026

DHD to Introduce its Third-Generation Audio Mixing Consol...

DHD.audio has chosen IBC 2026 as the launch venue for what it defines as one of the most radical advances in the companys 30 year history. Every broadcast trad...

27/08/2026

FOR-A integrates with CuePilot for dynamic automated prod...

Direct connectivity between planning, production and graphics for creativity and streamlined workflows...

27/08/2026

New Photoshop innovations bring you more choice and control at every stage of your creative process

New Photoshop innovations bring you more choice and control at every stage of yo...

27/08/2026

First Two Seasons of Vertical Series Vultures Shot on Blackmagic Design Cameras

First Two Seasons of Vertical Series Vultures Shot on Blackmagic Design Cameras Brie Clayton August 27, 2026 0 Comments Director and DoP of Vultures ...

27/08/2026

3Play Media data shows audiences are embracing AI dubbing

For years, the media and entertainment industry has hesitated to use AI-voiced dubbing due to concern for audience experience. New data from 3Play Media, a glob...

27/08/2026

Starfish adds voice synthesis support to Advantage AD in...

Starfish Technologies has announced the forthcoming V9 release of its Advantage AD workstation, adding support for voice synthesis services and giving Audio Des...

27/08/2026

Lightware UBEX Helps Rental Teams Deploy Faster And Saf...

Lightware's UBEX is a powerful AV-over-IP product well suited for rental and staging workflows where systems must be fast to deploy, easy to repurpose, and ...

27/08/2026

Lightware extends TPN platform to 100 endpoints with TPN-...

Lightware has expanded the scalability of its 10G TPN AV-over-IP platform with the introduction of the new TPN-MMU-X100 Matrix Management Unit, enabling systems...

27/08/2026

Federal Appeals Court Blocks Some FCC Political Ad Discount Rules

Share Copy link Facebook X Linkedin Bluesky Email...

27/08/2026

Zixi To Demo Hybrid Workflows At IBC2026

Share Copy link Facebook X Linkedin Bluesky Email...

27/08/2026

Study: Americans Spend More Time Watching YouTube Than Live TV

Share Copy link Facebook X Linkedin Bluesky Email...

27/08/2026

Magewell To Highlight Newly Released Director Plus At IBC2026

Share Copy link Facebook X Linkedin Bluesky Email...

27/08/2026

PlayBox Neo continues to shape the media landscape by ini...

PlayBox Neo Stand 7.C29 IBC2026 - 11 14 September Well-established global specialists in media playout, automation, and streaming solutions, PlayBox Neo ...

27/08/2026

Rise Academy Invites the Industry to Join Race 4 The Futu...

Rise Academy, the broadcast and media skills charity dedicated to delivering practical media technology learning experiences, careers resources and work experie...

27/08/2026

Mediagenix Takes Title Management Beyond the Catalog at I...

Mediagenix, a global leader in smart content solutions to profitably connect the right content to the right audience, will showcase the latest evolution of its ...

27/08/2026

Screen Australia opens applications for Global Fellowships Program

Screen Australia opens applications for Global Fellowships Program 27 August 2026 Applications are now open for the Screen Australia Global Fellowships progra...

27/08/2026

Exciting updates for Sneaky Sasquatch come to Apple Arcade - UPDATE - Posted on 27 August 2026

More Sasquatch, more fun: Today, the sneakiest crossover of the summer lands exc...

27/08/2026

New RT KIDS short film explores friendship, courage and community

Commissioned for RT KIDS as part of the EBU Kids' Drama Exchange The Note will premiere Sunday August 30, 5:10pm RT One and RT Player The Note tells a...

27/08/2026

Dolby Laboratories Announces Leadership Transition

August 27 2026, 06:00 (PDT) Dolby Laboratories Announces Leadership Transition Kevin Yeaman to Retire from Dolby Marc Whitten Named President, Chief Exe...

27/08/2026

GeForce NOW Gives Gamers More Ways to Play at Gamescom 2026

NVIDIA's Gamescom announcements are revealing what's next for GeForce NOW, with new ways to play, more supported devices and platforms, and even more bi...

26/08/2026

New Validation Booster FAQ: What applicants need to know

Applicants interested in the Media Innovation Europe 3.0 Validation Booster call can now consult a new FAQ document addressing practical questions raised during...

26/08/2026

NWSL Moves Sunday Night Package to Roku, Expands Slate to 25 Matches in 2027

Roku Sports Channel will stream eight matches free beginning Aug. 30 as league shifts Sunday-night games away from Victory+...

26/08/2026

Inside Mountain Media Center's Hybrid-Cloud Architecture for Live Event Production

Evertz and Mobile TV Group detail how on-premises infrastructure and cloud resou...

26/08/2026

IBC 2026: Sennheiser Group to Showcase Broadcast Audio Portfolio

The Sennheiser Group will demonstrate its broadcast audio portfolio at IBC2026 (Hall 8, Booth D50), covering wireless microphone workflows, studio monitoring, a...

26/08/2026

Appear and TVTEL Deploy X20 Platform for Centralized VAR Signal Transport in Chile

Appear and Transmisiones Televisivas TVTEL Limitada have announced the deploymen...

26/08/2026

Minitech Adds Leader LPX500 and LT4670 to Rental Inventory

Leader Electronics has announced that Danish broadcast rental company Minitech has purchased a Leader LPX500 hybrid IP/SDI waveform monitor and LT4670 sync puls...

26/08/2026

IBC 2026: Encompass to Showcase Cloud Media Services

Encompass will demonstrate its Altitude media services at IBC2026 (IAMT Hub, Diamond Lounge, Hall 3, RAI Amsterdam, September 11-14). Key products on show incl...

26/08/2026

Massillon Washington High School First to Implement Daktronics Camino Platform

Daktronics has partnered with Massillon Washington High School in Ohio to install a new LED video display and implement the Daktronics Camino show control platf...

26/08/2026

Clear-Com Appoints Venuetech as Middle East Partner

Clear-Com has appointed Dubai-based Venuetech LLC as its main partner for the Middle East. Venuetech distributes professional audiovisual solutions across the r...

26/08/2026

NBC Sports NOW Debuts Two New Shows Beginning August 31

NBC Sports NOW, NBC Sports' free 24/7 streaming channel, will launch a new weekday lineup beginning Monday, August 31, including two new shows. Not So Fast...

26/08/2026

IBC 2026: Calrec to Preview ImPulseV and Argo Updates

Calrec will demonstrate updates to its ImPulseV DSP software and Argo ecosystem at IBC2026 (Stand 8.C47), including previews aligned with the EBU's Dynamic ...

26/08/2026

IBC 2026: Imagine Communications to Showcase AI Capabilities

Imagine Communications will demonstrate AI applications across its ad tech and video infrastructure portfolios at IBC2026 (Stand 1.B73, RAI Amsterdam, September...

26/08/2026

IBC 2026: Dalet to Showcase AI and Workflow Automation

Dalet will demonstrate updates to Dalet Flex, Dalet Pyramid, and Dalia, its agentic AI platform, at IBC2026 (Hall 7, Stand 7.A43). The company will also partici...

26/08/2026

Nashville Predators Tap ViewLift for New DTC Service, Pairing Streaming With Scripps Sports Broadcast Deal

Team-owned platform will stream every locally carried Predators game beginning t...

26/08/2026

Little League Baseball World Series 2026: ESPN Restores RailCam Coverage at Lamade Stadium, Upscales Cameras at Volunteer Stadium

The 12-day tournament receives the broadcaster's full onsite-studio presence...

26/08/2026

SOMA Laboratory launch the Enigma

A synth with no controls? If you're into weird and wonderful instruments, then you may already be familiar with Warsaw-based SOMA Laboratory - if you...

26/08/2026

Dreamtonics unveil Instrument X

Physical modelling orchestral instrument announced Following their recent cryptic hints, Dreamtonics have officially revealed the latest addition to their s...

26/08/2026

Bertram Brossardt visits SGL Carbon in Meitingen

Discussions at the Meitingen site on competitiveness, energy supply, and fuel cell technology Bertram Brossardt, CEO of the Bavarian metal and electrical emplo...

26/08/2026

Rohde & Schwarz USA celebrates grand opening of new manufacturing center in Frederick, Maryland

Rohde & Schwarz USA celebrates grand opening of new manufacturing center in Fred...

26/08/2026

Designing Agentic Media Workflows Humans Can Trust

For large media companies, the content archive is a gold mine. There are thousands of hours of existing, high-value assets just waiting to be tapped for highlig...

26/08/2026

Major Live Sports Events Bolster Broadcast in Nielsen's Q2 2026 Ad Supported Gauge

Ad Supported Viewing Represents 71.5% of TV in Q2 Streaming Captures Over 48% o...

26/08/2026

DAZN Accelerates U.S. Expansion with Acquisition of EverPass Media

Share Copy link Facebook X Linkedin Bluesky Email...