Monday, August 04, 2008

More Blurred lines thinking... The ENVIRONET

Maybe its my age but I can still see the internet in a non-abstract way i.e. a very big network of computers. It is the world through the screen, distinct from everyday life in three dimensions. Blurred line thinking would try to find better insights by looking at a subject (no matter how vast it is in itself i.e the internet) and taking a step back to see its natural or potential evolution into a bigger system - to imagine what would happen if where you now see two worlds you instead saw one.

Of course this is happening already and there are lots of examples where you can note the blurring of the line between the internet and every day life.
San Francisco going all WIFI
Alternative reality gaming
GPS enabled training products
RFID technology
Smart codes

... are just the ones that spring to my mind easily and so this is not about identifying a trend. I’ll have a stab at giving it a name though... the ENVIRONET could be a good way to describe the ubiquitous internet; the ambient, everywhere inter and outer-net blended into one.

Blurred line thinking is about the ability to use the insights you get when looking from a different vantage point; or at the very least to help you to throw some interesting problems into the mix if you are not feeling up to solving them all there and then.

-In the world of the environet you would not need an online and an offline agency, nor would you draw a line between digital departments and any other department.

- The concept of brand destinations versus communications no-longer makes sense, everything is both.

-The only currency of communications will be interactive experiences

-Everything we do in the real world like going to bars or bargin shopping or barbques will need a google or a facebook or a something else to make it digitally enabled.

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