1. From Anywhere and Anytime to Here and Now … Imagining the future of technology in culturally relevant contexts Ashwini Asokan : : Design Researcher : : User Experience Group Digital Home : : Intel Corporation : : ashwini.asokan@intel.com

2. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts

8. Language + Different Culture= Weirdo / a misfitSame Vocabulary

9. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Language + Different Culture= Weirdo / a misfitSame Vocabulary

10. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Technology has finally come off age … Its now ubiquitous ….. Everywhere … The world is now connected Social networking = facebook, orkut, twitter Quality video experience = HD ……

11. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts For those that dont think so … Theyre the developing countries – theyll take a while Its only a matter of time before they catch up The system is too complicated, they need to make it available to everyone They dont have the infrastructure.. they wont know Theyre not our market – of course they dont find value in our technologies They cant afford it … they wouldnt know

12. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Goal Not to dismiss any of those issues …. but And while they are all important … 199820082018 EMMMEMMMEM MM Top 5 Established vs. Emerging: Middle & Upper Class Populations To look beyond those issues that have gated innovation and thinking in countries & cultures around the world for so long To imagine the future of technology in culturally situated contexts in countries around the world

13. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts What if I said … EM MM Top 5 Emerging vs. Mature: PC Households In the Emerging Markets there are 153M HHs that can afford a PC today, have members that have used it at some point but do not desire one Own PC Desire PC Neither own nor Desire PC A tech as it exists today – is available everywhere but neither adds value nor is of interest to its consumers …. Is it still ubiquitous?

14. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts What if I said … Its not as important to have internet access as it is to have access to internet content … How is that being done today without everywhere computing? HD is not most important in defining quality of an experience with content …. Access to content & context of consumption does … Does that mean the people saying this dont count as part of a TV market?

15. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Is a technology truly ubiquitous until its culturally situated in contexts around the world (their cultures, communities … ) ??!?

16. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Meet Eish … (photos removed – legal reasons) Terrace. Its peaceful. Sitting with the kids and playing with them. The photo my brother took and me and the kids are playing there. Being with the kids and having fun is having a calm mind and a fulfilled heart.

17. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Meet Ling … (photos removed – legal reasons)

18. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Defining value … Something that … Creates Identity Builds & helps project Image Gets access to people, communities Gives me power Makes me a key influential node in a large network Translates chance encounters into opportunities Mediates the shared & the private Gives my family what I could never dream of having Keeps me moving constantly from class to class … upwards.. In the context of the culture that I am in …

19. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Glimpses from around the world …

20. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Know your language before you design … Defining the vocabulary mapping out the culture, its value systems, beliefs, context & meanings of relevant activities Defining the grammars how these come together with design movement / interaction, communication Speaking the language … defining the product strategy / services working with local ecosystem

21. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts From Globalization to Localization Achieving true ubiquity through situated applications of our technologies that have the power to change the way we think & innovate

22. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts We will get there when we know …. When most things including space in a home are shared, when privacy is viewed as a negative thing & when you have multiple social networks – how does one mediate access to technology or their content? How can social networking help enable physically collocated social networks to create new opportunities & experiences with each other? What does it mean for design to support and proliferate local language interfaces and content? What happens to the internet then? And to the new illiterate middle classes? How do we work with local organizations, industries, govt. & other infrastructures in countries around the world to create new experiences – especially with abundant constraints? Do we understand the risks of us & our companies becoming mere providers of tools and processes to companies around the world … instead of bringing on a new meaning to innovation that can enable localized culturally relevant experiences?

23. From anywhere & anytime to Here & Now Imagining the future of technology in culturally relevant contexts Thank You! Questions