The rectangle decade and the shape of the future

This year marks a decade of the smartphone ecosystem as we know it. While the original iPhone debuted in 2007, it was the introduction of the App Store with the iPhone 3G in 2008 that kicked off the era of a rectangle in every pocket.

Coincidentally, this month marks half a decade of Bluetooth Low Energy (BLE) as a meaningful addition to that ecosystem. Back in September of 2013, Apple introduced iBeacon with iOS 7, and we were quick to demonstrate the transformative potential of the technology (read this article and watch the video below) which surely contributed to our capture of the title “World’s Best Startup” two months later.

*Despite being hastily recorded, that video is still, by an order of magnitude, our most viewed!

Take a moment to recall your first smartphone, your first delightful experience, and the truly novel features you gained when upgrading to your second and perhaps even third. It’s not difficult to argue that there was genuine cause for excitement during that early period where smartphones and their apps had sparked symbiotic innovation on an unprecedented scale.

Now take a moment to recall your first smartphone with BLE (ex: iPhone 4S and beyond…).   Was your mind not blown?   Oh wait, it wasn’t?   You mean this didn’t change everything?

Back in 2013, we envisaged a second wave of symbiotic innovation, this one combining mobile apps with BLE’s connectionless discovery features. We saw iBeacon as a lighthouse in your pocket, making a bold prediction of social networking leading to the emergence of the IoT as your Brand Ambassador. That second wave of innovation sure has been long in the tooth! At this month’s Place Conference on location and proximity, mobile BLE was relegated to a cursory mention. Moreover, last week at Bluetooth World, a friend and long-time pioneer of mobile Bluetooth proximity experiences shared with us his concern that recent and upcoming Android updates are actually stifling mobile innovation with BLE, confirming our own observations of late.

You could say that Apple and Google really “blue” this opportunity.

Frankly, it has reached a point where it’s difficult not to argue that our clients in smart workplaces, our current top vertical, wouldn’t be better served distributing inexpensive BLE badges/tags to their associates rather than asking them to install an app that only offers competitive performance when operated in foreground, and requires costly development and maintenance. $500 rectangle meet $5 indeed! Sadly, that is where we collectively find ourselves five years on!

A few months ago we asked what’s Beyond People-as-a-Product. As the smartphone ecosystem joins the decade club, we should definitely ask what’s Beyond-the-Rectangle? Could Google’s aforementioned tinkering be in preparation for something revolutionary they have up their sleeve? Can Apple still surprise us and usher in a new era with an iSomething? Might even a nimble and disruptive outsider dislodge the pair?

An optimist has grounds to argue that the next big thing is coming. A pessimist has grounds to argue that the giants of mobile and social media are digging in their heels to defend their current business models as long as they can. Either way, one thing is for sure:

the rectangle had a good decade run, but it’s unlikely the shape of things to come.

RFID Journal Live 2018

Five years ago, reelyActive attended its first RFID Journal Live conference. Back then, we had pioneered simple, accessible cloud-connected active RFID. It’s easy to forget that in 2013 Bluetooth Low Energy (BLE) had not yet established itself as the de facto standard for active RFID, nor had the RAIN RFID alliance been formalised.

This past week we were back in Orlando for the industry’s largest event, now as world-leaders in BYOD RTLS. And for those like us who haven’t given up on the dream of pervasive RFID, of Kevin Ashton’s Internet of Things, and of ubiquitous machine-contextual awareness, there’s plenty to be excited about in the coming years!

Wiliot: indefinitely identifiaBLE consumer goods

What if the mobile phone in your pocket — and your connected appliances at home — could automatically recognise the consumer packaged goods (CPG) you own and use?

That’s just one of many potential applications when Wiliot‘s batteryless Bluetooth Low Energy (BLE) chip hits the market. By harvesting the 2.4GHz energy emitted by nearby WiFi & Bluetooth devices, and even microwave ovens, this chip will transmit periodic identification/status messages over a range of first meters, then, in a second generation, tens of meters.

Imagine the product lifecycle of, for instance, a sofa with this embedded chip. Its transit from factory to showroom is easily tracked and optimised. Not only can it be located in real-time on the showroom floor, shoppers can effortlessly retrieve information about the product on their smartphones. The connected home automatically recognises the sofa from delivery to disposal [enter your favourite smart home use cases here]. And, upon disposal, the material contents of the sofa can be automatically retrieved from the web, optimising recycling and reuse.

Never once in that process was there a battery to change/charge.

Technology such as this will be a key driver of the pervasive sharing economy (just add couch-surfing to the sofa example). And our platform is ready to recognise Wiliot’s chips and relay their messages the moment they hit the market.

EVRYTHNG: one web address standard to rule them all

What if every product existed on the web, accessible via a standard web address?

Pick up an item close to you right now and you’ll almost certainly find it has one or more identifiers (bar code, serial number, etc.). For instance, I was pleasantly surprised to find that a pair of jeans I purchased at an Orlando outlet was EPC/RFID-tagged — but its bar code number 50001231818 is meaningless to me (and even to Google)!   So, how does one connect product identifiers to the web?

We finally had the opportunity to physically meet EVRYTHNG, a startup we’ve been following online since the earliest days of the IoT hype cycle. And it was outstanding to learn that not only will their standardisation efforts with GS1 wrap up in the coming months, but OEMs can already link their products today: one code, one web address.

Ourselves having focused over the past few years on the plethora of BLE devices and their identifiers, in 2016 we created Sniffypedia which serves a similar purpose (and provides our competitive edge in BYOD). It is exciting to see how today the EVRYTHNG platform has evolved to make the digitisation of products accessible to the average business/OEM. As a result, not only will more products exist on the web, actually finding them on the web via their physical code — or in our case via radio-identifiers — will be straightforward thanks to this new translation standard.

MonsoonRF: lighting up the RAIN

What if real-time inventory were as simple as pointing a light at the shelf/rack?

A few months ago we were delighted to share Light hears ahead of its time. A few days ago we were delighted to find that commercial lighting systems are also integrating long-range passive RFID readers! Charles from MonsoonRF showed us how their track light could simply be pointed at a wall of tags to enable real-time visibility and inventory. The collected data is shared over WiFi.

How many engineers does it take to screw in a lightbulb?

The answer may very well be none, and if so, that’s a major leap forward for pervasive passive RFID infrastructure. Imagine setting up a retail store for real-time inventory simply by pointing lights wherever items are on display!

In summary

In 2018, we can expect to see prototypes of consumer packaged goods that can be identified almost anywhere and anytime, a definitive standard for translating such identifiers into web addresses, and the early adoption of lighting infrastructure to detect and locate the billions (eventually trillions) of radio-identifiable items common in our daily lives.

Back in 2013 we were convinced this would happen, although we didn’t know exactly when or how. The fact that it is happening validates the purpose of our Pareto platform: converting the radio packets from any device (BYOD) captured by any infrastructure (BYOI) into a real-time contextual event data feed which embraces the standards of the web and can be distributed to all concerned parties. In other words, to observe the real-world like the web.

There’s no shortage of grey hairs at RFID Journal Live: there are people who have invested lengthy careers in what collectively falls under the “Internet of Things”. As we said,

for those like us who haven’t given up on the dream … there’s plenty to be excited about in the coming years!

Hears Presence

We are becoming cyborgs. We carry smartphones and we wear wearables to enhance our human abilities. It’s not difficult to argue that these have become extensions of ourselves figuratively, if not yet literally. Nor is it difficult to argue that today we still adapt ourselves to interact through our technology rather than the other way around.

What if we could adapt the interactions of our technology to a medium we ourselves naturally sense?

Présences Périphériques, an art installation by Evelyne Drouin (DJ Mini) and reelyActive co-founder and CEO Jeffrey Dungen, exhibited at Centre Clark through February 17th, 2018, does just that. Put on a set of headphones and relax to the sounds of our smartphones and wearables advertising their presence to one another and to their surroundings. Observe the installation “breathing” faster as this chatter increases, and brighter — the speakers are retrofitted with Philips Hue lightbulbs — as you approach with your smartphone or wearable.

Hear the Artist Talk, not as human voices, but rather as those of the devices present:

Hear the artists and their devices simultaneously, and observe the installation “breathing”:

Listen. We are becoming cyborgs. Today we humans can announce our machine-presence with a $5 retrofit, and make our entire machine-story available to anyone, anyplace or anything nearby who chooses to listen.

Who chooses to listen hears the future.

$500 rectangle meet $5 rectangle

We started 2017 by (optimistically) predicting that a major social network would empower their users to “advertise” their profile to specific physical places they visit. In other words:

We expected 2017 to be the dawn of seamless PHYSICAL social networking.

We had high hopes for Snap when this year we observed their Spectacles transmitting uniquely-identifiable Bluetooth “advertising” packets. Would Snap equip hip venues to recognise their young, uninhibited, Spectacled users, deliver them unforgettable, personalised real-world experiences, and make rivals Facebook look even more like a boring platform for their parents?   No.

How about Facebook? We caught up with them at Place Conference again this year where they shared how they had reached 2 billion monthly active users, and how 1 in 10 people open their app while in retail stores. Wow! Would Facebook swoop in as brick-and-mortar retail’s sole saviour by sharing their view of the customer, detected in-store via the Facebook app? How about if we shared with them the exact technical blueprints to make it happen?   No.

How about Google? In February, we updated our own reelyApp to show how Google’s Physical Web could let users “advertise” themselves to their surroundings in a web-standard format. When running the app, people would approach us and curiously inquire “how did your profile get on my phone?” Would Google leverage their popular browser, mobile OS and understanding of the user to make browsing the “Physical Web” as seamless as browsing online?   No.

We even asked Scott Jenson (then) director of the Physical Web, at Bluetooth World 2017, about this powerful feature to which he replied that “it’s not intended for the average person to advertise themselves.” Indeed, while Google will let you do it, they don’t want you to (does that qualify as permissionless innovation?) and the fragmented Android hardware results in inconsistent Bluetooth behaviour. Apple on the other hand can boast about their devices’ Bluetooth stability, but severely restricts what a mobile application can actually transmit (the Eddystone packets of the Physical Web are a definite no-no).

Why do we continue to put up with paying $500 for rectangles that impede the potential of physical social networking?

Seriously. Since our pioneering technology demo in 2013 and the subsequent GigaOM article that highlighted the potential, aside from several retail and smart office apps we developed with our partners, we haven’t identified a single major mobile application that enables the recognition of its users on a human scale, in the real world. It’s as if Apple and Google don’t want this to happen — and perhaps, sadly, that is the most logical conclusion.

Why buy a $500 rectangle when a $5 rectangle can do the job?

2017 was a big year for the post-mobile, $5 rectangle future:

  1. the $5 beacons exist in rectangular (and other) form factors, are now reliable, and can be reliably sourced
  2. a growing family of such beacons can have their behaviour programmed by even a non-technical person through a web browser (see puckyActive)
  3. a ubiquitous in-building infrastructure to “hear” these beacons has seen the light

In less-technical terms, that means you can buy and wear/carry a tiny $5 device whenever you’d like to be automatically recognised by a physical space. That could be in your smart workplace which assists you to perform your work more efficiently (our top application today). That could be at a smart venue which assists you to physically network like a boss while your mobile remains tucked away in your pocket. In time, every space will have the ability to recognise its occupants who choose if/what they’d like to share. Are we perhaps approaching peak-mobile?

Those who remember reelyActive in 2012 undoubtedly remember our live directory where your physical presence in a venue was indicated on an ambient display. In anticipation of what’s to come, we’ve now revived and revamped the Live Directory, as well as introduced other calm visualisations such as Sonar and Raindrops.

Why get your information from a $500 5-inch screen when a 32-inch+ screen is provided by the venue and is free to recognise what should be displayed to you!

We find it difficult not to be optimistic about the future that we’ve already created for ourselves. But to share this future with a broad audience, it seems imperative to first overcome both the entrenched mobile-centric view of the universe and the comfort of incremental change. Not easy, but not impossible.

Imagine, at CES 2019, row upon row of vendors selling custom cases for $5 rectangles. As in Field of Dreams: if you build it, they will come.

Light hears ahead of its time

Back in 2013 when the Internet of Things was peaking on the hype-cycle — and all too often described using contrived smart home examples — this was perhaps our favourite way to explain the IoT:

You find yourself having to relocate from Montréal to San Francisco, but no sweat. Computers have already identified the things in your home you’ll want to take along. Computers have located and procured replacements near your destination. And what can’t be replaced they will ship there as efficiently as possible. Finally, those items you don’t use, they’ve already posted online for sale. Relax and enjoy your journey!

Far-fetched?   Not if buildings were able to identify and locate their occupants, including the everyday items worth moving or replacing!

This week, the proverbial light bulb just went off (yes, brace for more such puns). Lunera announced the transformation of the LED light bulb.

Lunera Smart T8

Is theirs the first smart light bulb?   No.   How then is this transformative? Lunera’s light bulb is the first that’s smart enough to listen.

Today there are billions of Bluetooth Low Energy (BLE) devices occupying the buildings in which we live. These include the laptop on which I’m typing, the smartphone in my pocket, the wearable on my wrist and even the chair on which I’m sitting! All you need to do is listen, which is what our platform does to identify and locate such devices: effectively BYOD RTLS.

Indeed, our own infrastructure has been listening since 2013. We’ve learned a lot since then, patiently waiting for a brilliant solution to the pervasive infrastructure challenge. What’s so exciting today about being a Lunera launch partner is the fact that lighting is the ubiquitous in-building infrastructure. At the flip of a switch, a building can begin to measure the real world like the web.

Kevin Ashton, who coined the term IoT, defined it as:

computers [understanding] the world — without the limitations of human-entered data

Are BLE and smart lighting not building toward that on an unprecedented scale? Is that not the magic behind our example of the transcontinental move? Is that itself not akin to a Pervasive Sharing Economy?   That’s what happens when light hears ahead of its time!

Facebook, it’s time to “share” your view of the customer

At the 2017 Place Conference, on the Rx for Retail panel, Trace Johnson of Total Wine & More eloquently summarised his problem, one faced by so many modern retailers today:

“we need a unified view of our customer”

And while the panel concluded that there is no single vendor that can offer that solution, conference organiser Greg Sterling interjected:

“Facebook is the closest”

Indeed, Facebook, who also presented at the conference, have an unprecedented understanding of their 2 billion monthly active users, and already offer to their business customers arguably the best targeted advertising capability of any platform. And if the audience (or even Facebook themselves!) had any doubt about their presence in brick-and-mortar retail, these fresh stats hammered home the point:

Facebook in Stores

So what’s preventing Facebook from offering retailers a unified view of the customers that walk through their door — as they walk through the door? Not much we’d argue! In addition to having an established relationship with most retailers, they have both the digital view of the customer online and the physical presence of their mobile app in-store. From a technological perspective it’s entirely feasiBLE to connect the two!

Facebook User Identification

The above diagram illustrates how we see Facebook closing the loop. The missing link is essentially the Facebook app “advertising” a real-world cookie using Bluetooth Low Energy (BLE), and the infrastructure to relay back to Facebook the precise real-time location of this cookie, whenever it is detected. With this in place, Facebook could push the retailer not only a unified view of their customer, but one contextually enriched with the on-line and in-store journey. As a result:

Facebook owns the user.   The retailer owns the in-store experience.

It’s important to note that Facebook did try to roll out a beacon infrastructure in 2015 which, unsurprisingly, didn’t work out (another presenter at the conference, TouchTunes, lamented the impossible logistics of maintaining their fleet of tens of thousands of battery-powered beacons). The differences in the scenario we present are the following:

  • Internet-connected mains-powered BLE infrastructure solves this logistics nightmare
  • Facebook doesn’t need to own/manage this infrastructure

At reelyActive, we’ve been selling such infrastructure to small and large businesses for years, and we’re not alone. But the game-changer will be when BLE capabilities are added to smart lighting infrastructure — which is actually happening even faster than we expected!  In short:

infrastructure can no longer be considered a blocker

Facebook can enable — with clear user opt-in, of course — their mobile app to advertise a user identifier in the form of a 128-bit UUID (which is supported by both iOS and Android).

Facebook 128-bit UUID

Any infrastructure in range would detect these BLE packets, and software such as our Pareto SaaS could establish their provenance from the Facebook app from the Public ID. The software can then forward the UUID to Facebook’s API along with the precise location of the receiving infrastructure. Using the Private ID, only Facebook can then look up their user and push any relevant info to the retailer’s back-end, for them to deliver the final in-store experience.

That in-store experience is what brick-and-mortar retail is all about, and we were (again) reminded that 9 out of 10 purchases are still made in-store. But without a unified customer view, how can we expect our local retailers to optimise the experiences accompanying 90% of the purchases we make? Especially when, as Verve’s Walt Geer highlighted, an increasing number of consumers themselves already expect this and won’t hesitate to opt-in for the promise of personalised experiences!

Opt-in for personalisation

Four years ago, when our vision of the future helped us win World’s Best Startup, we wrote Facebook, you might “like” this. Today as that vision is becoming a reality, we might instead say Facebook, it’s time to “share” your view of the customer.   How could that not be good for business?

The next ambitious 5-year plan

To celebrate the five-year anniversary of reelyActive’s incorporation, we compiled the significant milestones of our history. Looking back at our origins, when our mission was to create the first simple and accessible cloud-based active RFID system we were reminded of the problems we were solving in 2012, namely:

A commercially-proven active RFID standard had yet to emerge
– we had to develop and build our own transmitter devices
– we had to develop and build our own receiver infrastructure

Every application was its own silo
– we had to educate clients and partners about the platform model
– we had to develop most applications from scratch

In essence, we were attempting to create both the technology and the market. We were confident about the former, our team benefiting from unparalleled domain experience. The latter, however, was a measured risk. Nonetheless, there was room for optimism thanks to a known, underserved need and to Wibree, the obscure radio protocol that had found itself a home in Bluetooth. Now, fast-forward to today, 2017:

Multiple commercially-proven RFID standards have emerged
– Bluetooth Low Energy became the de facto active standard by 2014
– RAIN RFID became the de facto passive standard almost simultaneously
– tens of billions of such radio-identifiable devices are already deployed!

An ecosystem of complementary technology platforms has emerged
– prospective clients and partners now expect the platform model
– we can forward data to third-party cloud applications in a single click
– smart lighting systems will soon displace our own infrastructure

In essence, the technology and the market now exist. We’re no longer obliged to build and deploy tags, infrastructure and applications. And we’re delighted to leave all that behind us!

Time for the next mission, one that we’ve eagerly awaited all along. It’s time now to make sense of the countless identifiable “things” detected and tracked by a heterogeneous mix of infrastructure generating unparalleled real-world contextual awareness that matters to countless applications. In short, to connect what’s going on in the real world right now with everyone who should rightfully know.

While that’s again quite the challenge, it’s certainly one that we look forward to looking back upon in another five years time!

BYOD RTLS

While the terms bring your own device (BYOD), coined when employees started bringing their own phones and laptops to the office, and real-time location systems (RTLS), coined when RFID tags started to be tracked, may be unfamiliar to many, together, these concepts promise to have an impact that will soon become familiar to us all in our daily lives.

Chances are, you already BYOD when you’re out-of-home (OOH), simply by carrying your iPhone, Fitbit or Tile in public. And, perhaps surprisingly, that very phenomenon is the catalyst for a global sensor infrastructure that is enabling computers to understand the real-world in real-time. Yes, those devices you’re “bringing” can be located in real-time — and in this post we’ll do our best to convince you to be optimistic about the impact!

Today, BYOD RTLS is enabling anonymous audience measurement to improve customer experiences. And, the mass production of consumer devices has made radio chips so inexpensive and ubiquitous as to catalyse classic RTLS applications in industry, a cornerstone of the fourth industrial revolution. Before long everything will be radio-identifiable, extending the Uber and AirBnB phenomena to everyday commodities in the pervasive sharing economy. Here’s how and why.

Audience Measurement

When are people passing by?   What proportion pass through the door?   What are the most common journeys inside my venue?   Where do people spend the most time?   How much time?

These are the questions that a BYOD RTLS can answer, and our Pareto platform today provides those answers to retailers and OOH operators. By listening for Bluetooth Low Energy (BLE) signals, it is possible to respect the preferences of the end user who can:

  • turn off Bluetooth and avoid detection
  • be anonymously identified when Bluetooth is enabled
  • be uniquely identified with an explicit opt-in (see our previous post)

What does anonymously mean? At best we can segment by device type, as you can see in the image below and live on our website.

Advertising devices as detected by Pareto today

Brick-and-mortar retail knows it needs to compete on customer experience, and by answering the above questions — in a way that respects their customers’ individual preferences — the benefits extend right back to those very customers.

Classic RTLS without Vendor Lock-In

Where are my assets?   Where do they spend the most time?   How is work-in-progress moving through my space?   Where and when are there bottlenecks?

These are the questions that RTLS has been answering for two decades, albeit with sparse adoption in industry. The BYOD phenomenon is set to change that. Today a systems integrator — or even the industrial/commercial client themselves — can put in place a RTLS using:

  • BLE readers from a variety of vendors (ex: our reelceivers)
  • inexpensive Bluetooth beacons from countless vendors
  • middleware from a variety of vendors (ex: our open-source or Pareto)

When we founded reelyActive in 2012, we had to develop our own proprietary readers and tags. But merely a year later we were among the first to embrace BYOD RTLS when BLE seemed poised to revolutionise the industry by providing a global radio standard. The ability for any company to answer the above questions is far more valuable than pushing a proprietary platform, and all parties, especially the end-customers, benefit from the resulting massive gain in efficiencies.

The fourth industrial revolution is all about efficiency, and industries know they need RTLS to remain competitive. Fortunately it turns out that tracking in-store customer journeys and work-in-progress on a shop floor amount to essentially the same thing — how about that for efficiency!

The Pervasive Sharing Economy

Where is the nearest available bicycle?   What tools are available nearby?   Who can come and help me right now?   Clothing-as-a-Service???

These are the questions that soon we’ll not think twice about asking, expecting not only to receive an answer, but in fact the optimal answer. Already billions of products with an embedded BLE radio are shipping annually, and at least an order of magnitude more are shipping with a standardised UHF passive RFID tag (see RAIN RFID). Before long it will be commonplace for everyday products to be radio-identifiable in everyday situations, driving The Pervasive Sharing Economy where the “Uber for power tools”, the “AirBnB for storage”, and yes, even Clothing-as-a-Service, can finally thrive.

Indeed, everything becoming a shareable resource is the embodiment of our vision of ubiquitous machine-contextual-awareness at the service of humanity and is the reason we at reelyActive created open projects such as advlib and Sniffypedia to hasten this revolution. But already today, in the form of anonymous audience measurement and classic industrial applications, BYOD RTLS is making a significant impact which, we hope you’ll agree, has pertinent applications today and enormous positive potential over the long term.

“Advertise” yourself with The Physical Web, and beyond…

Would you wear a t-shirt that advertises a webpage?

Attend any tech conference and you’d be hard pressed not to spot one. In fact, most of us advertise company brands every day by much more than just the clothes we wear.

Now, would you wear a t-shirt that advertises YOUR webpage?

Why not? You are your own brand. Perhaps a t-shirt isn’t your preferred communication channel? How about a mobile app?

There you have it: within 30 seconds, you can be advertising your personal brand as a webpage via an Android application. And, more importantly, there’s a non-negligible chance that someone Nearby will take notice!

For those interested in the technology (or the nerdy featured image), it’s all standard: Android can advertise URLs in Eddystone packets over Bluetooth Low Energy. And our open source json-silo accepts the profile of any Person, Product or Place as schema.org and JSON-LD, and returns an Eddystone-friendly URL. When queried, the json-silo returns the profile name as the title, and the profile description in the meta, both of which are used by The Physical Web to present contextual notifications on mobile.

Contextual Notification on Nearby

In our previous blog post, we predicted:

this will be the year that a major social network empowers their users to “advertise” themselves in exchange for personalised everyday experiences

It’s technically possible. And the moment businesses start listening and responding to such ads, the incentives for both parties become undeniable. We’ve been preparing for that moment for a long time.

We are advertising!  The devices we carry and wear are already anonymously advertising our presence, and personalisation is inevitable. Here’s the question:  Are you listening?

OOH! A social media prediction for 2017

In 2016, we postulated that the Internet of Things may very well prove to be a personal brand ambassador for each and every one of us, given that the devices we carry and wear make it possible to “advertise” our digital selves to the physical places we visit. When the Local Search Association asked us and 50 experts about the future of location-based marketing and media we replied:

our prediction for 2017 is that the first major social network will empower their users to experiment with this feature

Technology is no longer the blocker, as you can “advertise” yourself with reelyApp using established standards as we described in detail months ago.

And we can already push the concept quite far in everyday life. We proved, with our partners, measurable ROI in retail with a live deployment that even triggers contextually-relevant videos on displays to shoppers:

Now extend that capability across a city. In anticipation of programmatic advertising, out-of-home (OOH) media companies are scrambling to adopt technologies that can measure real-world audiences in real-time. Such technologies will enable citywide marketplaces for the data you choose to share, as we presented at a recent Ericsson Smart Cities event:

All the emerging marketplace is missing is a critical mass of individuals with the incentive to “advertise” their digital selves. And a major social network is the ideal candidate to bring exactly that to the table.

We’re working to kindle that marketplace, engaging both sides of the table, and recently adding key enabling features to our Pareto platform, including programmatic content triggers. We even memed the personalised advertising scene from The Minority Report (2002) to serve as the default video content.

15 years ago, would you have predicted that we would today choose to carry and wear personal identification devices?

Are we right to predict that a major social network will empower such users to share what they want when they want in exchange for personalised everyday experiences? Let’s see what 2017 has in store, pun intended!