This is your 4 Minute Warning


Before you’ve even stepped through the door at the Drum’s 4 Minute Warning you are told to ‘think the unthinkable’ and the event certainly lived up to expectations. Rachel, our Social Media Wizard was there to soak up all the digital trends of the future and below gives us her highlights. 

Disruption Day: the highlights
This was my second time attending The Drum’s 4 Minute Warning, so I knew I was in for a treat when I arrived in Shoreditch ready for the day ahead. What I wasn’t expecting was to come away mesmerised (more on this later).

You’ve got to be smart
As usual, Kate Stone of Novalia captivated me as she demonstrated her interactive posters. A firm favourite of mine has to be The Drum poster (no connection to the event organiser), which takes you from a novice drum player to a rock star in a matter of minutes with just a little bit of help from some interactive ink. 
Malcolm Poynton, took us on a quick tour of how we could make our city smart. London may seem intellectual but it still has some way to go before it can compete with the likes of Singapore, who have created a revolutionary idea that saves lives. In Singapore, it takes an ambulance an average of eight minutes to make it across the city to a victim, which could be fatal. The solution? The Red Cross have trained over 12,000 people in first aid. Residents of the city are encouraged to download the Red Cross app ‘Rapid Rescue’ which gives advice on how to treat someone depending on their injuries. It also sends out an alert and GPS signal asking for first aiders in the area to come and help. Now that is smart.

You’ve got to be a little bit odd
In the ‘Connected Stuff’ session Niall Murphy, CEO and Founder of Evrything, reminded us that there is no such thing as ‘one product fits all’ anymore. Thanks to technology advancements we can completely change the relationship between the consumer and the brand. At the moment customers have to adapt to products, but in the future, it will be the products that are adapting to the customer. For those of you who are a bit forgetful, technology advances will make your life a little bit easier - ‘You won’t need to hunt anxiously for your missing shoes in the morning, you’ll Google them.’ 
Tim Burrell of East London Kinestics got our attention by encouraging us all to embrace the strange, because after all, weirdness is part of creativity (I think we’ve got that covered!). Tim believes that the digital revolution will be much softer than we have been predicted and thinks that we should have the choice as to how we digest the information given to us by technology advancements. His vision of a connected home is one that is there when you want and need it, but then it disappears.

You’ve got to be competitive
After a bite to eat, I joined the ‘Alternative Avenues’ session. It’s scary to think that 65% of school children would have jobs that haven’t even been invented yet. Companies are also creating gaming platforms at work to reengage employees and create a competitive workforce. 

You’ve got to have an appetite
Nick Holzherr, ex Apprentice contestant, finished off the session with his talk on Tasty Data. His company, Whisk, uses NLP (Natural Language Processing) technology alongside personalisation and machine learning to offer their customers a one of a kind experience. Their software learns as much as it can about the customer including the brands they like and the choices they make. It then makes suggestions on the type of recipes they might enjoy whilst also changing product recommendations depending on their goal e.g. weight loss. The idea, which was scrapped by Alan Sugar, has big plans for the future thanks to the data that they are collecting. They are certainly one to watch. 

And finally, you’ve got to dream big
The final segment of the day was fascinating. Not only did we listen to Amanda from Blippar, who confirmed my love for augmented reality, we also heard from Lauren Bowker of SEETHEUNSEEN, an inspiring young lady who has created a luxury design house that integrates chemical and electronic technology. Her aim is to disguise wearable technology. 
Last but by no means least, we listened to Neil Harbisson, Co Founder of Cyborg Foundation. Neil was the one talker who had me mesmerised. Born colour blind, Neil started a project in 2003 to enable him to hear colour through the use of music. In the beginning, Neil would walk around with a laptop on his back and headphones so he could hear the sounds but earlier this year, Neil had Osseo integration, which means a chip was implanted into his head which he sees as an extension of his brain. Next year, Neil has dreams of becoming a human battery, so he doesn’t have to rely on technology. In my eyes, he is a truly remarkable character, and a fantastic example of how technology is going to advance.
So that’s it. They are my highlights from the day. I’ll leave you with these words that stuck with me from the start.
‘Thanks to digital we are on an express train to a destination unknown’  

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