Sony Pixel Power calrec Sony

David Shing, in MABS2017: "there is that focus on the story and less on how to count it: more story and less telling"

15/06/2017

David Shing, in MABS2017: "there is that focus on the story and less on how to count it: more story and less telling" El l der de pensamiento australiano y autoproclamado Profeta Digital , durante su ponencia en el MABS2017, organizado por Atresmedia, asegura que la tecnolog a cambia el comportamiento, pero no las necesidades. Entender las necesidades no es f cil .

Management & Business Summit, #MABS2017, el evento l der entre directivos y personalidades mundiales organizado por Atresmedia, ha arrancado este mi rcoles su convocatoria de 2017. El consejero delegado de Atresmedia, Silvio Gonz lez, ha abierto la jornada inaugural en un acto conducido por las presentadoras M nica Carrillo y Mamen Mendiz bal, de Antena 3 y LaSexta, respectivamente. El l der de pensamiento australiano y autoproclamado Profeta Digital , David Shing, conocido como Shingy', ha abierto las ponencias vespertinas con una intervenci n salpicada de ejemplos memorables de marcas e innovaciones, casos pr cticos y experiencias de ayer y de ma ana para dar las mejores claves ante los retos de hoy.

Los ordenadores no sirven para nada, no te dan respuestas, lo dijo Pablo Picasso y me encanta. La innovaci n es cambio, la invenci n es creatividad , ha arrancado Shingy' su din mica intervenci n, no sin antes expresar la alegr a que sent a por poder participar en este foro en particular y por poder estar en Espa a en general: De Espa a me llama la atenci n su cultura, alucino con vosotros, beb is, sal s, sois unos fiesteros y, al d a siguiente, reuniones a las 8 de la ma ana! Me gusta cuando la cultura permanece local .

El creativo ha continuado deteni ndose en los emoticonos: el diccionario de Oxford introdujo la palabra emoji' en 2015. Ahora vivimos una cultura totalmente diferente. Ahora utilizamos la palabra disrupci n, todo el mundo habla de la disrupci n y no es la tecnolog a la que va a ser disruptiva, sino el modelo de negocio .

Einstein descubri la teor a cu ntica, era un violinista con una gran formaci n, podr a ser cient fico o artista y eso es lo que ten is que hacer vosotros , ha asegurado para adelantar a los asistentes que lo que le interesaba es transmitirles la parte art stica .

Jerarqu a de Maslow

Recordando la Jerarqu a de Maslow', el l der australiano ha manifestado que cuando pensamos en esto, la tecnolog a cambia el comportamiento, pero no las necesidades. Entender las necesidades es importante, pero no es tan f cil .

Cuando hablamos de conectar a seres humanos todo el mundo habla de realidad virtual, cuando llevas un minuto con las gafas es incre ble, la realidad virtual no es algo nuevo, la diferencia hoy es que si vamos a ver una pel cula tu r es y yo lloro, con las gafas tu eres protagonista de tu propia experiencia , ha asegurado sobre las ltimas novedades en este sentido, para a adir: La realidad virtual me interesa mucho. En China est n estudiando mucho, para pasar lo real a lo f sico, pero la realidad a veces es mucho mejor que la ficci n .

La experiencia f sica es muy importante y eso es lo que nos tenemos que plantear con nuestra marca: el internet de las emociones , ha manifestado para enumerar seguidamente la cantidad de inventos existentes y que vendr n: igual no ten is una pantalla en el futuro y lo que ten is es un tatuaje, estamos viendo dispositivos port tiles, hay much simos .

En este sentido ha mostrado a los asistentes, a trav s de videos, desde aparatos para pagar con un chip en la manga de la camisa, a t cnicas para sentir el mismo impacto que un jugador de f tbol americano, un traje en 3D que cambia y evoluciona cuando miras a alguien.

Y qu , tenemos todas estas oportunidades, y qu ? , se ha preguntado, para responder: Ahora estamos en el negocio de las emociones, el 75% de las decisiones que tomamos a d a de hoy son emocionales y ya no nos vale el modelo de las 4 Ps' que aprendimos en Marketing .

El p blico que ten is a d a de hoy tiene sus propios p blicos, su propia audiencia. Lo que publiques t , luego lo van a compartir y va a tener su propia experiencia , ha se alado.

Los j venes tienen formas de expresarse completamente diferentes, quieren estar entretenidos, la palabra aburrimiento est muy presente, los chavales crecen con una pantalla, se debe redefinir la palabra creatividad , ha a adido.

Ten is que simpatizar y lo que m s importa a d a de hoy es el compartir. No hablamos de vender a tiempo real, sino de conectar con otros humanos, tenemos que volver a la experimentaci n , ha sugerido al auditorio.

El 70% de la gente solo prueba las aplicaciones una sola vez, tenemos que conseguir formas de conectar a la gente, que se enamoren de tu aplicaci n , ha continuado, al tiempo que subrayaba que en un mundo del boca a boca podremos conectar con esas personas, hay que estar siempre dentro de los medios de comunicaci n, pod is inventaos formas pero, por favor, sed sencillos, la simplicidad es la m xima sofisticaci n, ya lo dijo Da Vinci , ha remarcado Shingy'.

Queremos lealtad tribal, es incre ble lo que puedes conseguir cuando lo consigues con tu marca , ha dicho poniendo el ejemplo de Ray Ban, que nunca anuncia sus gafas sin una leyenda que las lleve .

En este sentido ha asegurado que es esencial conectar con el ADN de tu marca , porque es as como puedes tener la oportunidad de reinventar el producto , ha dicho poniendo como ejemplo las cerveza Carlsberg, que vio c mo sus ingredientes funcionan muy bien como t nico facial o c mo Coca cola ha cambiado en Vietnam los tapones para que no se conviertan en basura y sean productos tiles. O tambi n el caso de Nike con Pokemon Go, que en lugar de poner una experiencia digital hizo un rango de zapatillas que reflejaran la cultura de Nike, un gui o con los personajes de P kemon .

Tenemos un problema con la autenticidad, hay que ser fidedigno con el ADN de la marc
LINK: http://www.panoramaaudiovisual.com/en/2017/06/14/david-shing-en-mabs20...
See more stories from panoramaaudiovisual

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

06/09/2026

Dolby and MagentaTV Bring Fans Closer to the FIFA World Cup 2026 in Germany with Dolby Vision and Dolby Atmos

June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

25/06/2026

SVG Students To Watch: Jude Kieffer, Ball State University

This superstar shooter/storyteller from Central Indiana hopes to make his mark in the blossoming sports-documentary and -features space In the live-sports-vid...

25/06/2026

Presidio and NHL Renew Multiyear North American Technology Partnership

Presidio and the National Hockey League have announced a multiyear renewal of their North American partnership. Presidio will remain an Official Technology Inno...

25/06/2026

Strike Fighter League Hits the Industry as First Professional Air Combat Sport

Strike Fighter League (SFL) is the world's first professional air combat digital sport that combines elite human performance and physical immersion with cut...

25/06/2026

Rise Reveals 2026 Worldwide Mentoring Cohorts to Support Future Industry Leaders

Rise, the award-winning advocacy group for gender diversity in the broadcast and media technology sector, is pleased to announce the global mentoring cohort for...

25/06/2026

MLB Network To Air American Association of Professional Baseball All-Star Game for First Time on July 15

The 2026 American Association of Professional Baseball (AAPB) All-Star Game will...

25/06/2026

Mediaproxy Partners with HVS for U.S. Broadcast Market

Mediaproxy has named Heartland Video Systems (HVS) as its exclusive partner for US television broadcasting. The Wisconsin-based systems integrator will represen...

25/06/2026

Backblaze Inks Five-Year Multi-Exabyte Data Storage Agreement with CoreWeave

Backblaze has formed an agreement with CoreWeave to create The Essential Cloud for AI. Under the multi-exabyte, $335 million agreement, Backblaze will provide...

25/06/2026

Clear-Com FreeSpeak Cell Tested by RTL Deutschland on 5G Network at Nrburgring

Clear-Com has announced the successful deployment and testing of FreeSpeak Cell by RTL Deutschland during a live event production at the N rburgring race circui...

25/06/2026

Mobile TV Group Launches Full-Stack MTVG Production Platform, Powers Angels Broadcast Television

Mobile TV Group (MTVG) has announced the launch of the MTVG Production Platform,...

25/06/2026

Sony Pictures Entertainment Announces $100 Million Investment in Cosm

Sony Pictures Entertainment (SPE) has announced a $100 million strategic investment in Cosm as lead investor in the company's Series C financing round, acqu...

25/06/2026

FOX Sports Renews Concacaf Gold Cup Rights and Adds Nations League Through 2029

FOX Sports and Concacaf have announced a multi-year media rights agreement making FOX Sports the U.S. English-language home of the Concacaf Gold Cup and Concaca...

25/06/2026

InfoComm 2026: Daktronics and Grass Valley Win rAVe Pubs Best Solution for Large Venue or Live Events

Daktronics and Grass Valley have received the rAVe Pubs Best Solution for Large ...

25/06/2026

Music Production for Women announce Soundlab 2026

Six free workshops across two days Global music education platform Music Production for Women (MPW), have just announced a brand new and highly anticipated ...

25/06/2026

CIOKS launch the DC7 v2

Popular pedalboard PSU gets an upgrade The DC7 v2 is a new and improved version of CIOKS' renowned effects pedal PSU, and is said to be the thinnest, mo...

25/06/2026

Rev Ocean reverb from Arturia

Optimised for lush, enveloping sounds Described as an instantly rewarding reverb , the latest addition to Arturia's range of creative effects plug-ins ...

25/06/2026

Just 48 hours until GearExpo UK!

27 June 2026, Westminster University Harrow Campus GearExpo UK is now upon us, with just two days to go until 150 of the worlds top pro-audio brands and ind...

25/06/2026

The Name You Know, The Lineup You'll Love - SBS2 Returns

The Name You Know, The Lineup You'll Love - SBS2 Returns 25 June, 2026 Media releases SBS Viceland rebrands as SBS2 on Friday 21 August, bringing the c...

25/06/2026

Sports and Dramas Drive April Viewing Patterns in Nielsen's Latest Gauge Reports

Cable Gains Share for Second Consecutive Month in Six-Month-High Finish, Boosted...

25/06/2026

cUL/UL Certification and the Anton/Bauer EDEN: The New Safety Standard for Production Power

alt= data-nectar-img-srcset=https://www.antonbauer.com/wp-content/uploads/2026/0...

25/06/2026

Jeopardy!, Wheel of Fortune Tap Clear-Com for Comms Upgrade

Share Copy link Facebook X Linkedin Bluesky Email...

25/06/2026

ESC 2026 - Big Blue Marble cloud-based delivery powers fl...

The Eurovision Song Contest 2026 in Vienna was a significant success for the Austrian public broadcaster ORF. In Austria, more than 1.5 million viewers tuned in...

25/06/2026

WISYCOM DELIVERS NEW LEVELS OF RF EFFICIENCY AND INFRAST...

Wisycom has further strengthened its ecosystem of professional wireless solutions with the MPR60 Wideband IEM/IFB Receiver with expanded multichannel IFB mode, ...

25/06/2026

Ease Live Powers New Interactive Experience for Rally TV...

Ease Live, the interactivity expert, today announced that its graphics overlay platform is powering a new interactive experience on Rally.TV, the official video...

25/06/2026

VFX History: the origin of After Effects

VFX History: the origin of After Effects Graham Quince June 25, 2026 0 Comments Before it was Adobe, it was CoSA. This is the VFX history of Adobe Aft...

25/06/2026

Creative Remote to Open London Offline Facility

Creative Remote, the provider of remote and hybrid offline editing infrastructure, today announced the opening of 41, its new offline edit facility located at 4...

25/06/2026

Rise Announces 2026 Worldwide Mentoring Cohorts Supportin...

Rise, the award-winning advocacy group for gender diversity in the broadcast and media technology sector, is pleased to announce the global mentoring cohort for...

25/06/2026

Emergent Partners with ROCKET to Expand Canadian Operatio...

Emergent, a pioneer in browser-based, AI-enhanced content production environments, today announced a strategic partnership with ROCKET, a premier media-centric ...

25/06/2026

Mobile Television Group Launches MTVG Full-Stack Production Platform

Share Copy link Facebook X Linkedin Bluesky Email...

25/06/2026

NAB Updates FCC on ATSC 3.0 Alerting Advances

Share Copy link Facebook X Linkedin Bluesky Email...

25/06/2026

Tegna Elevates Four Executives to Senior VP

Share Copy link Facebook X Linkedin Bluesky Email...

25/06/2026

Read all about it! The Paper will return for a second season to Sky and streaming service NOW on 10 September

Thursday 25 June 2026 Read all about it! The Paper will return for a second sea...

25/06/2026

How to watch the 2026/27 EFL season on Sky Sports

Thursday 25 June 2026 How to watch the 2026/27 EFL season on Sky Sports Which EFL matches are Sky Sports showing on the 2026/27 opening weekend? Sky Sports w...

25/06/2026

The Ultimate Summer Sale Pairing: Steam Sale Meets GeForce NOW Discounts

Summer savings are heating up. From the Steam Summer Sale to GeForce NOW membership discounts, this week's GFN Thursday delivers double the deals and more w...

25/06/2026

Comedian Joe McGucken hosts new RT podcast series Ramble

Launching today (Thursday 25 June), new RT podcast Ramble with Joe McGucken is a series of curiosity-driven conversations where actor, writer and comedian Joe ...

25/06/2026

June 24, 2026

Immune molecule may drive excessive drinking in alcohol use disorder Scripps Research scientists showed that blocking an immune molecule tied to inflammation r...

24/06/2026

NoiseWorks Audio add Mouth De-Click to VoiceAssist

Plus: VoiceAssist Basic now available to UA LUNA users NoiseWorks Audio have just released an update that adds a new Mouth De-Click module to the Advanced t...

24/06/2026

Gator introduce the Frameworks Studio Mic Boom 2000

New heavy-duty mic stand joins range The latest arrival to Gator's Frameworks family introduces a new heavy-duty boom stand that's been designed for...

24/06/2026

Waves V17 now available

Latest major plug-in update goes live Waves have just announced that the latest major update for their hugely popular plug-in range is now officially availa...

24/06/2026

Why Four Bars of Signal Doesn't Always Mean Good Performance

When assessing cellular coverage, many people look at the signal bars displayed on a smartphone, router or modem. More bars are often assumed to mean better per...

24/06/2026

Rohde & Schwarz THORIS sets new standard for counterUAS defense

Rohde & Schwarz THORIS sets new standard for counter UAS defense At Eurosatory 2026, Rohde & Schwarz is unveiling THORIS, a German engineered, sovereign count...

24/06/2026

Rohde & Schwarz expands voice communications modernization program for Egyptian air traffic control

Rohde & Schwarz expands voice communications modernization program for Egyptian ...

24/06/2026

Clear-Com FreeSpeak Cell Successfully Tested by RTL Deutschland in 5G Network at...

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...

24/06/2026

Nielsen's Q1 2026 Ad Supported Gauge

Streaming sets record high of 46.6% of ad supported TV viewing, driven by Super Bowl and Winter Olympics; overall share of ad supported TV remains steady NEW Y...

24/06/2026

FCC Flooded with Nearly 28K Comments Regarding Its Probe of 'The View'

Share Copy link Facebook X Linkedin Bluesky Email...

24/06/2026

Hearst Television Brings Ad Addressability to Local Broadcast TV

Share Copy link Facebook X Linkedin Bluesky Email...

24/06/2026

FCC Raises $3.5 Billion in AWS-3 Wireless Auction

Share Copy link Facebook X Linkedin Bluesky Email...