 My Twitter's name is G Leonhardt, couldn't be more complicated. And I'm going to monitor what you say on data as a new all-in-the-hashtag right here, so if you have questions or insults you can put them in here. So my company, the Futures Agency, stores actually a part of this as well. What we do, well quickly, this is really what we do, we pay attention to what people say and we turn the obvious around back to our clients, which are companies from all over the place, technology companies, media companies, to explain the future to them. I'm trying something new tonight, it's called GERD Cloud. It's a mobile device, it's like a box, it sits right here, it's called GERD Cloud. So if you're looking on your Wi-Fi list, one is called GERD Cloud. And if you use a password, GERD Cloud, no capital, just straight through, you can download anything you want from the USB that we're sharing here with you tonight. All my books, my slideshows and all the presentations of the other guys as well. There's about two gigs of stuff that you can download. You'll be here all night, you know, but it works really well. So the way that works really quite simply, you join the network, you use your browser on the iPhone iPad, just use the Safari, type GERD Cloud into the URL. And should you be bored with the presentations, you can just download and read that, all that stuff right there, download anything you like. It should work, it's the first time I'm trying this. So if it doesn't work, then complain to Stowe. So the theme of tonight, you've heard this, hello Andreas. How are you? Good to see you. The theme of tonight is the idea of data, the new oil, and privacy and publicity. This is actually a theme that we stole from a bunch of people in 2006, including Clive Humby from the AMA, whoever that is, I don't know who it is. But it became a really powerful theme in the last half a year because of this discussion about what's called Big Data. In 2006, the European Commissioner or 2009 already said that personal data is the new oil of the internet and the currency of the digital world. Now this led me to think about one thing. So far the currency of the world hasn't been data, it has been oil. And of course we've had wars over oil, and now we're trying to get off of the oil, at least in Europe we are. So now we have this idea of a new currency coming up, which is quite an interesting discussion. And just a couple of days ago, I think four weeks ago, the White House published the Consumer Data Privacy Report, which is really quite interesting, huge 140-page PDF. I've only skimmed the surface, but there's a short summary of that. You can see it on the Huffington Post, the Privacy Bill of Rights. This debate of course in Europe, I live in Switzerland, is different than the debate here, for many reasons. I'll get into that in a second. But when you download my PDF, you can read all that stuff that I talk about, including of course the control issue. So when it's all about data, of course the number one issue is control. That's clearly what it comes down to. Data is becoming cheaper and more abundant across the world. I mean all this grass-pointing in one direction, which is beyond Moore's law. Faster, quicker, more, all the time, instant, always on. This stuff is happening much faster at much lower cost. In developing countries, Brazil, Russia, India, China, of course clearly all the data is mobile. So that's really screaming along at very high speed. And in data we have to essentially distinguish between volunteer data, that's what we give for example to Facebook or to Google, observed data, which is Google observing our travels on the web, and inferred data, which is basically deducted from the other data. That's where it gets interesting, that's where it's read. What do we do about inferred data? Software company Red Monk says that we're moving from the age of software to the age of data. Which is an interesting angle when you think about how many companies we have in the software business that deal with data as well. But the market cap, market valuation of Google is higher than all of the content companies in the U.S. that are in New York combined, like CBS, NBC and all the other ones, because they are a data company. So the age of data as Kevin Kelly has been riffing off his brilliant videos recently, he talks about what's happening in the age of data, there's no longer pages and PCs and all that stuff is streams, the cloud, and us, we and data. So you see for example music services like Spotify, they're in the cloud, so we're not essentially buying the music, we're buying the access to a bunch of stuff that happens there, a different business model. In this network topography map you can sort of see what's happening in the last 50 years basically, or 20 years, that we're moving to a society that is completely networked. And in fact I call this the networked society. And this is a key problem and a key opportunity for us because all of a sudden data becomes center stage in this society. For example imagine that we're starting to publish all of the public information and educational things like MIT has done for a long time onto a network of connected people. We study at MIT from Siberia. Data is becoming a huge asset in this whole discussion. And basically the earned media thing that marketers are talking about there's a significant amount of control loss that you can see that happens when people are starting to share stuff rather than when they get in a central place. So what we do every day is this, right? We like something, we forward something, we comment on something, we rate something, so it becomes a momentum of control loss. When I talk to my clients about what's happening on the web the number one thing I always hear is like we're losing control. Losing control of our evaluation of our distribution, of our customers is basically becoming a race for control. So this is of course a big issue when we talk about the other things that are happening here including my clicker isn't really working is that we're now becoming people of the screen as Kevin Kelly has said many times, not people of the book. And there's a big difference here is because people of the screen are data producers. Commons, ratings, forwards, you know, all that stuff that we do every day. And it's not just us because actually in America we're behind the curve on this and if you go to China or India or Brazil people are rampant on those screens just doing all kinds of things there, producing data. So you could say that meta content, which is content about content is exploding in value. Stowe will explain this later how Facebook is the new AOL. Stowe you're lying, sorry for that. You don't say that any more then. But basically what's happening is that we are the content of Facebook. We're actually the programming of Facebook is us. Some people have said that Facebook is a perpetual TV reality show. Basically that we are the program of Facebook. So you can basically say that what we do here we're commenting, we're doing all the other stuff that people like to do there. We have augmented reality data, we have data that is superimposed. On top we have of course the new Google glasses, all that stuff. And this is one of the issues that's happening with data is that we're heading in a world of total transparency. I mean WikiLeaks, you may think about WikiLeaks what you like but it has proven that very few things can stay behind the curtain. So here's a video of the FedEx guy delivering that you may have seen. And he just throws the computer monitor over the fence. And two hours later this video finds itself on YouTube with 8 million views or something and causes a huge chain reaction. You've seen this video probably here with the Occupy thing. I think it was UC Davis actually where the policeman pepper sprays people as if he was administering some sort of salmon or something. I mean it was basically just without any consideration as you can see here. So we're living now in a world that is so transparent that we have to wonder what is actually staying not transparent. I mean are we becoming naked? It used to be the publicity had to be paid for. We had to pay to be public for people to see us. Now it's a verse we have to pay to be private. It's just kind of a weird thing. It's like a flip. All of us can be public just by posting something. But if we don't want that we probably have to pay and there's search engine like duck duck go dot com or reputation dot com or so they want to administer what happens there. This guy who's also a futurist says when you change the instruments technology you will also change the entire social theory that goes with them. So the instrument of linking is a huge change. This is a huge change clearly in India more cell phones and toilets. The size is changing so quickly because of the use of mobile devices. Reputation dot com. Electric cars. When we change this instrument we change the entire society. How we interact. I mean why would you buy a car as a status symbol if it's going to be a Prius? You have other reasons. The car as a status symbol is ending. Self driving car. If that becomes a reality the car companies are in deep trouble because the entire food chain of how we do things is changing. So we're moving from a world from independence. Walt Disney, universal music, maybe Microsoft to the world of interdependence. And this is taken from a great movie that just came out by Timothy Tiffany Schlein called Connected the Movie. She talks about interdependence. And why is this important for data? Because clearly there are a lot of things that are happening with data that point us to one destination which means we have to collaborate to make sense out of it. And we also have to collaborate it from doing damage which I'll show you in a second what that could possibly look like. You've all seen this, right? The BP disaster. Oil, of course. Now a similar disaster would be a disaster like this where Facebook could leak and leak out my information as has happened in the past, right? It would be a similar accident of similar proportions where people could see things that are not supposed to see. And we could in fact be sitting here looking at ourselves already in the future or as already being in the oven as far as the data is being concerned. Then we have of course a big issue in that what we've done on Facebook is in many ways a game, right? I mean it's an interesting game, right? Is it real? And of course then the question really is when you look at all the stuff and with the Facebook IPO coming up data and social and mobile is becoming a huge, a trillion-dollar market. This is in fact why the telecoms are looking at this market, right? They're saying, wait a minute, we're worth $3 trillion a year. We should have a piece of this, right? The data, mobile, social, solenoid as people call it market. And then we have various confusions in the last couple of years. You know, here's Julian Assange saying, you know, I give private information to corporations to you for free and I am the villain. And Zook says, I give your private information to corporations for money. I am Man of the Year. There's many issues that we're facing for the first time. What are the standards of this? What is the standard for privacy? Why is it supposed to use it? Why am I doing this? Why am I not doing this? This is actually quite confusing because it's a first-time thing. I personally think that a do not track option will be very important. But we have a big problem here, right? Because in a way, we're getting so much stuff for free from those companies that are using our data, like Google, that if we were to ask them not to track us, they would lose the whole argument of giving to us in the first place, right? Because that is kind of the deal. Can we have the cake and eat it? Look at this research, right? The Wall Street Journal, I just did this morning, actually. They did research and I actually voted yes. Would you use a do not track button on your web browser? And, you know, almost 90% of those people said they would. But if they did this, advertising on the web would be dead. Which means that we wouldn't get the free stuff that we're now getting. I mean, how can we get free YouTube if we don't want them to track us? Because then they couldn't advertise to us. So this is a big problem in the machinations of the advertising business, which is roughly a trillion-dollar business, right? Funding a lot of content. So I thought I would give you a few reminders as far as all is concerned, right? I mean, you guys are all aware of the discussions around all. But just as a context, right, what we see here, we're consuming currently about 85 million barrels every single day of oil. And various countries have various levels of consumption, but the US, of course, is a leader in oil consumption in general, as, of course, is Brazil, which is interesting. And so they all use this widely spread. Of course, wars are fought over oil. Clearly, we know that. This is from Nancy Pelosi, which is right from here from San Francisco, I think, right? Shown the extreme profits of oil companies by having a monopoly on what they're doing. And Obama is currently trying to address this. But worst of all is the subsidies that oil has been receiving over the years. I mean, if you're looking at this, zoomed up a little bit, right? 69% of the budget goes to fossil fuel subsidies. Tax breaks, direct spending. So it's an interesting change that we're going on. Of course, lobbying is huge there. And this cartoon kind of says it all. It's a hybrid. It runs on oil and addiction and government handouts. So all the huge problems and the huge problems. Think about this. Who is the next BP or Exxon or Mobile or Shell in the data space? Who will do the same thing with our data? Because I can tell you, of course, that business is going to be bigger than oil in terms of money. Because we're talking about five billion people connected producing data. So here's the numbers on this, how big it could be for McKinsey. $300 billion could be saved in U.S. healthcare using a data-driven system of APIs and exchanging client data and so on. So is big data like big oil? If that's the case, we're in deep trouble. Is there going to be the same variation of the same topic? And as far as drilling into our data, into our brain, so to speak, who and how and when do we allow this? An interesting test case is Siri. How can I tell? You just know. Okey-dokey. Okay. Everything's okay. Okay. Okey-dokey. Okay. I'm showing this not because it's cute. It is. But Siri does not just do this on the box. It goes on the cloud and everything I say is recorded and analyzed. And it adds to a huge amount of information about me but also about others. And Siri gets dramatically better every day because of the stuff that we put in it. This is a whole different cup of tea. This is more matrix than it is a computer. The way that we're creating there is in the cloud and then we have servers like Echo Nest also from San Francisco, analyzing music data, creating enormous value by comparing music to each other and ratings of people. And then we have the other side of that, like the New York Times, is able to find out that I had seen their pages already 12 times this month so therefore I can't get in anymore. I have to pay for the paywall. That's how they're using data to enforce payment. So if I did do not track with those guys and they couldn't charge me. So all these things are happening. I mean basically what we're seeing here is I think beyond dollars, big data must also allow for common benefits. Benefits of the society when we look at these numbers in terms of the growing torrent, right, and the EU Vice President Vivian Redding says, the great threat to individual liberty in the British age comes from companies that use our data to enrich themselves, buying and selling our most intimate details. That's the kind of discussion that we have in Europe. That would be considered anti-business here. So we don't want to go there, but this is an important topic, right? Is that what's going to happen with our data that we use and do we want that and do we, I think, in some cases we do want that because we have a benefit, right? But I think we need to be careful and retain the Internet's ethos of the comments. Sounds very California, right? But we wouldn't have the Internet if it wasn't for the ethos of the comments, right? Something that we do together, something that involves neutrality, interoperability, shareability, choice, level playing fields, right? So in my view that is a top concern that we need to retain this, right, and not sell it all, right? Because then we won't have any more. And openness, you know, the last point in this, right, invariably increases risk. So when I'm open about my data on LinkedIn or Facebook or Twitter or my blog, right, then somebody can come and slander me or abuse the stuff or steal my pictures. You know, that's the risk I have to take. I mean, I think we can't have the benefit without having the risk. So this is a real difficult scenario. The culture around the world feels differently about this in each age group, of course, right? I mean, in Asia, this is not a topic, right? Talk to a 15-year-old kid in Tokyo, this is anything. You can have anything from them, right? Because the benefit of being in a group is so much larger. So we'll quick a couple ideas of the new economics of publicity. I mean, the benefit of publicity of being public, you know, Universal Macan calls this the influence revolution. And this is a shot from the website where you can be measured. I'm sure you guys are familiar with cloud and other services of that nature. I'll show you in a second. But you can get special treatment checking into a hotel by having them check your social status, whatever that means, you know, using cloud or peer index. This is the Palms Hotel in Las Vegas where if you have a cloud score above 50, you get an upgrade to a suite. For whatever reason that is, you know, I can't figure it out, but we'll discuss it in a second. And of course, every meeting we go to, people go check you out on LinkedIn beforehand, right? So is that a benefit? I think it's definitely an economic, right? Because it's an economic fact that I can look at your stuff, makes me feel different about you, influences my decision about what you do. Jeff Bezos says, when it comes to the really important decisions, data trumps intuition every time. That's kind of a tough statement. Andreas can elaborate on this a little bit later with his background. But here's an interesting thing, okay? Here's my cloud score from just two days ago, okay? And I don't give a damn about my cloud score. Just an example, right? Just a little while ago, it was 72. And I can't figure out why or how. I think what's happening here is that basically I think humans are a lot more complex and nonlinear than algorithms. I don't know about you, but I don't want to live in a world where I'm judged and motivated by an algorithm. I mean, not a bad algorithm at least. We already have a lot of judgment in algorithms in our everyday life by just using Google, right? So this brings up a big question, right? Do we want those algorithms to run what we do or decide for us? Is it a reduction of human complexity to satisfy the machine, parenthesis? I think it could be. That's something we have to look at. And that kind of worries me if that's what it is. So I came to the conclusion that privacy is a human right, but publicity seems to be technology's right. The right of technology is that wants us to be public. As Kevin Kelly writes in his book, right? What's the title of his book? What technology wants, right? Read the book and you know basically what technology wants. This brings up some hairy issues, I think, in terms of how far we want to go down this. And of course we are already paying with our data, right? We're using Google, LinkedIn, Skype, and Skype we're literally paying with bandwidth because somebody else is making a phone call through us, right? And you can go to a service called pay with a tweet and you get free books there and free movie downloads by paying with a tweet, right? So paying with data is already a really, really powerful model and this we have to ask the question, I'm going to wrap up here very soon, right? Is this a Faustian deal? It's free, but they sell your information. Now I would argue if I'm going to sell my information like I have on Facebook, Tumblr, or Twitter, right? Then I have to be okay with how they use it to a certain degree because that's the deal, right? I can't just tell them not to use it anymore and go backwards and take the value out that I already have enjoyed, right? This brings up a very difficult question, how far does this game go? How do I control that value? Do I have to control the value, right? So this is a difficult term. If we're looking down the road, you know, a world that would be completely open with data would allow us, as they do in Japan, to scan the face of a woman or man when you're dating and get up, see their social profile superimposed over the date, right? And decide to move on to the next person, right? I've tried it. It wasn't a very good date. I'm married anyway. So here's the question, right? It comes down to what is authorized? What are we allowing? What can we control? And what do we like? And this is where it gets complicated, right? I think we have new powers now, being part of the social network society, the global society, right? Now we have to also learn the new responsibilities. I can tell you, I have two kids, right? The responsibility of having these powerful tools and making complete ads of yourself on Facebook or so, it's quite a big responsibility, right? And that we have to learn, just like we have to learn, we don't want to call every person all the time just because we have a mobile phone, right? And we did learn that, right? It took a while, right? So the New York Times shows as the bleeding data, yeah? Maybe I'm okay with my foot to bleed, but not my leg. This is a big responsibility that we have to decide. So I want to thank you for your time. There are a bunch of apps you can download. Just go to futurevis.com, mediafuturevis.com, and you can see all that stuff. Again, my free books are on the GERD cloud, or you can just Google...