 Down at the Ars Electronica lab here at ITU World 2014 and I'm with Goeffreed Stucker who's the artistic director of the Ars Electronica. Now we'll come to the lab in a second but Goeffreed welcome first of all. Hello. Welcome. Explain to me about Ars Electronica because you have a yearly festival don't you? Yes, one of the major events is a yearly festival about art, technology and society. And actually we are doing this already since 35 years bringing every year a bunch of artists, designers but also engineers and scientists together on the same level to talk about how is technology going to change our life, how is it changing our culture, our society. And this is the important point of it. We are not just talking about technology, we are talking about society. And as you say it's the convergence, the internet of everything, technology, society as well. You're down here with the lab. Explain to me why it's important you're here at ITU Telecom World this year. I think the main message is it's not technology that is changing our life. It's not technology that is saving maybe the planet. It's the people using technology. So how can we inspire people to look in the new directions? How can we give them a little push that they open their mind, that they open their perceptions and see the possibilities that are there. So we brought several projects here from artists, designers, engineers all over the world who are looking into ways to make things different. How can we use the technologies, the benefits in the technology to make the life of better easier, to create communities, to solve certain problems that people do have. And it's mainly about this issue of inspiring and seeing not just the next step, technology is always looking at the next step. But what is the next next step? How can we go even a step further? Now with the Ars Electronica Festival over those decades I'm sure you have seen many things which people looked at and went yes but why, which have now become something which has created a technology that we're currently using. Let's look to the future. What do you think will be the next technological step, the next big thing which will have a massive impact in the next five to ten years? Well, I would like to escape this question and turn it this way. Here at a conference like this you have hundreds of people who will tell you the next technology, the next technology. What I think is really important is the people using technology. And the next revolution of technology is from social media to digital communities, from smart city to smart citizens. It's all about how we engage and empower people to use these technologies because only then I think we can make use of all the potential behind the technology. And this is also I think a very important issue for the markets of the future. We have to develop sort of a new idea that people are creators of technology and not just consumers because only then we can really unleash the power of new technologies. Go Freed, thank you very much for your time. You're very welcome. Thank you.