With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this year’s SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture. This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
Text of 10 Overriding Themes from SXSW (March 2014)
THE SNOWDEN EFFECT1 DATA PERMANENCE 2 3 THE FUTURE OF THE INTERNET4 WEARABLES EVERYWHERE5 MAN VS. MACHINE6 MAKING DISRUPTED7 TECH'S HUMANITARIAN POTENTIAL8 DO YOU SPEAK VISUAL?9 MINDFULNESS AND TECH 10 10 OVERRIDING THEMES DEMYSTIFYING CRYPTOCURRENCY @
WHAT WELL COVER Introduction 10 Overriding Themes from SXSW 1. The Snowden Effect 2. Data Permanence 3. Demystifying Cryptocurrency 4. The Future of the Internet 5. Wearables Everywhere 6. Man vs. Machine 7. Making Disrupted 8. Techs Humanitarian Potential 9. Do You Speak Visual? 10.Mindfulness and Tech Concluding Thoughts
INTRODUCTION How much do you still wonder about the world around you? What is your level of curiosity? asked astrophysicist, author and science communicator Neil deGrasse Tyson during his SXSW Interactive conversation with Scientific American editor Christie Nicholson. The host of Cosmos: A Spacetime Odyssey, a follow-up to Carl Sagans beloved miniseries, reignited the rapt audiences sense of curiosity during his keynotepointing out that we are hardwired to explore and to wonder. Likewise, another keynoter, Austin Kleon, author of Show Your Work! and Steal Like an Artist, advised festival-goers: Shut up and listen. Close your mouth, open your eyes and ears. If you want to be interesting, you have to be interested. If you want to get noticed, you have to notice first. He celebrated the communal creativity on display at SXSW. Humans are small. Theres very little that distinguishes us, except for our capacity to wonder, to be curious. Its been suggested that humans, among all animals, are the only ones completely comfortable sleeping on our backs. Well, if you sleep on your back and youre outdoors and look up, what do you see? You see the lights of the sky. Our cosmos. DR. NEIL DEGRASSE TYSON, astrophysicist, author and science communicator, SXSW 14
INTRODUCTION I like the idea of ditching Interactiveit's too limiting, even for digital-focused topics. Whats not interactive anymore? SXSW has become so large and all-encompassing that its now seen as a way to gain awareness for key issues several steps removed from the original focus of Web 2.0. Now, who volunteers to come up with a new name? SUNNI THOMPSON, associate digital strategy director, JWT Atlanta With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this years SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture. This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
The National Security Agency whistleblower went from leaker to speaker, appearing via Google Hangouts. The former NSA contractor was also a subtle presence throughout the festivalwith speakers and attendees talking about the impact of his revelations about government surveillance on companies and consumers alike. 1. THE SNOWDEN EFFECT
NICK BILTON, The New York Times A MORE SECURE INTERNET Post-Snowden, some of the tech behemoths are taking steps to better protect users from both government surveillance and hackers. Noted ACLU principal technologist Christopher Soghoian during the session with Snowden: Without Snowden, there wouldn't have been as much pressure on tech companies to encrypt services. [His] disclosures have improved Internet security across the board. According to The Wall Street Journal: Last fall, Google said it would add or strengthen encryption of data passing through its data centers. It also now frequently changes the security keys used to unlock encrypted data. In December, Microsoft Corp. said it would encrypt customer information moving between its data centers by the end of this year. The Yahoo team said it is working to encrypt all its products. Were very sure now that the info within Google is secure from the governments prying eyes. ERIC SCHMIDT, executive chairman, Google SXSW 14
NICK BILTON, The New York Times Security is becoming a unique selling proposition. Rather than treating it as an afterthought and scrambling to compensate if user data is compromised, more tech companies will build highly secure environments for their users from the start selling it as a point of differentiation until it becomes a right of entry. The communication app Wickr uses military-grade encryption to let users send and receive photos, video and text thats viewable for up to 10 days. Its developers are so confident that they offered $100,000 to any hacker who could crack its code. The company just announced plans to license its encryption software to apps like Snapchat and WhatsApp. According to Julia Angwin, a senior reporter at ProPublica and author of Dragnet Nation, traffic to the privacy-protecting search engine DuckDuckGo has more than doubled since Snowdens revelations last June. Described as the worlds first smartphone that places privacy and control directly in the hands of its users, the Blackphone is a $629 Android-based smartphone that will ship in June with several pre- installed privacy tools. SECURITY AS A USP
NICK BILTON, The New York Times PRIVACY AS A LUXURY In our data-saturated economy, privacy is becoming a luxury good. After all, as the saying goes, if you arent paying for the product, you are the product. And currently, we arent paying for very much of our technology. . The more we learn about how our data is being harnessed and how it may be exploited in the futurethe more likely we are to re-evaluate the true cost of these supposedly free services. And some of us will start trying to buy our way out of the trade-your-data-for-services economy. JULIA ANGWIN, Has Privacy Become a Luxury Good? The New York Times, March 3, 2014 Consumers are becoming more aware of the tradeoff theyre making: their data in exchange for free tech tools and services. As more people question the cost of such an exchange and rethink their relationship with those that hold their data, privacy will come to be seen as a luxury good.
END-TO-END ENCRYPTION One of the terms du jour was end-to-end encryptionuninterrupted protection of data traveling between two communicating partieswith Snowden pushing for these security protocols to be built into web services. The next must-have career? Information Security Data Specialist, whose job will be to make your digital footprint invisible This in itself is a catch-22. Our free tools require the data shared to fund the platforms we use.Is free and easy worth access to our data? Or do we embrace the importance of our private data, knowing platforms may be more complex, difficult and expensive to use? That is something everyone has to decide on his or her own. DAWN H. SMITH, chair, Digital Council, JWT London
2. DATA PERMANENCE Theres no forgetting in the digital universe, or so it seems. The permanence of our data was a theme at SXSW: People are becoming more aware of the longer-term impact of hyper-documentation, while a growing cohort of CYA (cover your ass) apps allow users to instantly erase or anonymize their communications. Image credit: Katharina Wittfeld
HYPER-DOCUMENTATION Many in the youngest generation may have their whole lives documented on social media, starting with baby and childhood pictures posted by their parents. Jared Cohen, Googles director of ideas and an expecting father, said parents shouldnt go as far as posting sonogram pictures online: At minimum, Your kid should be able to burp, laugh or smile before gaining a digital footprint. 67%of American adults say they dislike seeing their entire history on display on social networking sites* by Harry Bliss, The New Yorker *JWT SONAR
THE DATA PERMANENCE TALK Parents should have the digital permanence conversation with their child before the birds-and-bees talk. JARED COHEN, director of ideas, Google SXSW 14 62% of Millennials say as much* 4 in 10 U.S adults say they hate that they can never live down embarrassing moments because they seem to live forever online* *JWT SONAR With kids coming online younger than ever, the things they are saying and doing far outpace their physical maturity, noted Googles Jared Cohen. He added: Because of data permanence, what your kids do might follow them around like a scarlet letter for the rest of their lives.
EPHEMERAL COMMUNICATIONS The Internet is forever. Your private communications dont need to be. Wickr website Since the digital record isnt easily erased, tools are surfacing that help people guard or instantly delete things they may later regret. Snapchatthe photo- exchange app that lets recipients view a senders images for 10 seconds at most became one of the hottest apps around in 2013. In its wake, apps that offer secure messaging for older users and for the enterprise are proliferating, among them TigerText, Wickr, Frankly and Gryphn.
ANONYMITYS BACK Before Facebook and Twitter, the digital world was more anonymous, with relatively inscrutable usernames the norm. Now, anonymity is making a comeback thanks to apps such as Whisper and Secret, which allow people to share information and play with their identity without fear of later recrimination. Whisper allows users to anonymously share thoughts with the world, while Secret allows anonymous sharing among friend networks.
3. DEMYSTIFYING CRYPTOCURRENCY Cryptocurrency was in the spotlight at SXSW after coming under intense scrutiny for its stability, association with the black market, and securityespecially after the collapse of bitcoin exchange MtGox. Panelists tried to demystify the idea of virtual currency, talking about its inevitability and its positives for consumers and merchant