Gattaca_1997_movie_poster Nowadays we are experimenting a ‘crescendo’ of articles and resources for the digital change that       we are experimenting, the mobile revolution is here, there are a plenty of articles about it and IoT is   gaining more and more space and not only in specialized magazines, today you can take a coffee at   train station and hear a conversation about drones. The new generation is born with internet and       devices; they are used to consume data while moving and mainly  while they’re on social                         networking sites

It is not a summer trend and is not only a question of interest only for managers and technologists,   it covers more than this. All that is fine, apparently.

Just few days ago I was seeing a magazine during the break and came across GATTACA, an                 interesting film where citizens are divided by having ‘good DNA’ or ‘poor DNA’. There are limits         based on that division, and is not only about physics, the whole society is built with those                     limitations.

It is not the real world and I do not advocate that this is an eugenic society, but Class A or B citizens are not a modern problem, in the whole of human history we found the struggle for equality, this makes me reflect upon the target of those revolutions.

In this modern world where all exists in your smartphone, the cities are smart enough to help you and all your things are connected to internet and can take care of you with IoT healthcare, if you have to live in a big city!

It is mainly an infrastructure problem, out of big city there is no high band internet connection, often there is no 4G, nor 3G; for example where I live (60 kms away from Barcelona) if it is raining there is only Edge connection, I can only speak and send SMS, no other connection exists because signal is too weak for Mobile and IoT, and my Adsl is far from the promise of 10Mb/s.

Because of this infrastructure, majority of Spain citizens are literally cut-off from this revolution, Madrid and Barcelona are big cities but there is only a relative percentage of the country’s population who live there.

To use a smart phone or not, is not the main problem, the point here is that there’s no equality in the possibility of access to culture and knowledge, there are no equivalent opportunities for working and not being covered by modern facilities and services. Not many brands are interested in actually investing here for the simple reason that majority of their customers live in these ‘rural’ areas, so ROI is heavily affected.

Internet connection rights are not new [1], these are more than 10 years old and some countries have tried to add it in their constitutional acts ort legal sets, in the new digital connected world those rights need to be expanded to support these new technologies and is a central ethic problem, not a technical one.

I hope in the coming years they find more interest on social side-effects of these changes and a new consciousness develops about internet connection rights.


VINTON G. CERF Internet Access Is Not a Human Right:

Image: Google


Roberto Grassi has been Mobile Technology Leader for Sogeti Spain since 2011. In this role, he is responsible for enter the new portfolio of the Mobile Era in Sogeti Spain offer and bring innovation in the production department.

Posted in: Business Intelligence, Digital, Digital strategy, IBM, Infrastructure, Innovation, Internet of Things, mobile testing, Quality Assurance, Research, Smart, Social media, Social media analytics, Technology Outlook, Testing and innovation, Transformation, User Experience      
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In my last article, I introduced ‘Transmedia storytelling’ (TS) and the way bible-sunset-2it can use new technologies to achieve its goals. Now, we’ll inspect, in depth, the fundamentals of TS.

One of the main pillars of TS is the capacity of its diverse literary and creative works to converge into a single, well identified experience. This is the ‘immersive world’. What is important to understand here is that ‘immersive’ does not refer to any specific engagement, but a mix of correlated things. Usually, we speak about the latest things, but now it’s time to investigate the prior.

Achieving that goal is not simple. First of all, an author cannot obtain an immersive world by himself/herself. We know that nature is not ‘monochromatic.’ When a writer creates something, he/she etches the history in his/her own style. The people in the story is a reflection of how he/she visualises things. Therefore, the total experience of this world is not converging, it’s flat! So, TS makes  the need for contributors, the prosumers, quite obvious. The stories, having different creators, offer a kind of 3D vision of that world. More contributors lead to more depth.

These contributors, however, raise a problem. TS states that production must be free in order to attract prosumers, but they need to be ‘constrained’ in some way but not ‘directed.’ Then again, if the production does not converge, you will not attract the prosumers.

The answer to that is the creation of the ‘Bible’. The name is carefully chosen, because the original one is not simply a ‘faith’ book. It is, in fact, the description of the the culture, the food, the sins and the glory of the Hebrew people; it describes the story of the existence of  the chosen people… it’s not just credence.

Simply put, the goal of Bible is to project the ‘scenario’ at work – the grand-plot of that world – where all the characters live and interact. The Bible does not focus on single characters. It’s just that there needs to be few fixed ones, as per the rules of history, because focusing on an abstract scenario of any world is a real challenge.

As human beings, we realise that our history is a ‘repeating schema,’or patterns, with different actors and strength, but with the same plot (Giambattista Vico). TS makes use of those patterns to write the fundamental rules of this world. The Bible decides what is faith and goodness, the culture and history of main races, the idea of what is good and what is evil for its people, social conflicts, wars, principal heroes, villains and so on. The more detailed and complete those patterns are, the more realistic the world is. That world can exactly be like ours, or a completely new one, but that is irrelevant here. What is important is the ability to shape it. Determining the correct shape is the real work. To describe the expected result, we can use a metaphor – the ‘engagement of five senses’ i.e. an immersive world can not only be seen, but can also be tasted, smelled, touched and heard.

If you are interested in starting a new world, take a look at what a Bible is and how it can be created through these two examples: Halo Bible and Star Wars expanded universe. You can find a complete guide to write a Bible here[i]. The guide also describes the technological approach, platforms & tools; and serves as a good starting point. There are some resources that can help create it and some platforms such as StarlightRunner and Conducttr that can help develop it between them. This is all you need to start engaging prosumers!


[i] Screen Australia ®

[ii] TmResourceKit®

To read the original post and add comments, please visit the SogetiLabs blog: How immersive can a world be?

Related Posts:

  1. Transmedia storytelling: an history of democratic production in media
  2. What it means to Reinvent: five great changes that might turn the world upside down
  3. 21 Technologies That Will Decentralize the World
  4. Adapting Cyber Security to the Physical World

Roberto Grassi has been Mobile Technology Leader for Sogeti Spain since 2011. In this role, he is responsible for enter the new portfolio of the Mobile Era in Sogeti Spain offer and bring innovation in the production department.

Posted in: communication, Developers, Opinion, Technology Outlook, User Experience      
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Grassi1Some time ago I was reading an interesting book about distributed economy, which offered a way of thinking about production where, versus the classical centralised system, its purpose is to distribute production over the territory. The primary purpose is a more economic and efficient production system, but its implication will resolve a lot of modern problems, such as the overpopulation of cities, the loss of the territory, pollution, social conflicts arising from ‘zero’ living-space in modern life, and the reaction to the lifestyle that this ‘creates’ (for example: slow-food movements, ‘zero km’ products etc… etc…). [1]

One interesting aspect is that this way of rethinking things is not a modern one. Historical examples are present, as well as success cases,  but, until now, the limits for implementing an economy system was almost all about the lack of infrastructure and the need to replicate processes. Until now…

These days, technology is shaping economies to be more energy efficient and collaborative. Sharing resources, knowledge, and infrastructure is now an everyday occurrence! New ways of making this happen is not the future, it is the present! A global infrastructure is near to being born.

Grassi2What’s really interesting is the reason that’s giving birth to this new economic system. The reason is called ‘zero marginal cost’, which is the cost of producing additional goods and services after fixed costs are covered. The heart of this transformation is ‘collaborative common resources’. Reducing costs is always a goal of marketing experts. The technology revolution we are experimenting is so powerful in its productivity that it might reduce those margins of cost to near zero, making goods and services essentially free, priceless, and beyond the market exchange economy. [2]

This is not only for applications, it also regards the sharing of cars, homes, clothes, and other items via social media sites, rentals, redistribution clubs, and cooperatives at low or near zero marginal cost. The most important of those examples is perhaps energetic production.

If there’s an example of how the zero marginal cost phenomenon can change society and be really disruptive is how the World Wide Web invaded the newspaper industry, the magazine industry, and book publishing industry. What we are seeing is that millions of consumers became millions of prosumers (producer-consumer), consuming content and publishing it as videos, blogs, wikis etc…etc…

The zero marginal cost phenomenon disrupted major industries but also helped even the playing field. Many companies went out of business, but many new companies were able to rise up on the wave of this disruption. The Internet of Things will increasingly connect everyone and everything in a seamless network. Data will flow from a central system to one device and from device to device, giving the possibility for a direct share, better real-time planning, immediate feed-back, personalized algorithms, and a reduction of waste of time and materials.

We are experimenting in and experiencing the third industrial revolution. Although it is in its first steps, it is the most important transformation that our civilization has faced in the last two centuries!

[1]: Johansson A, Kisch P, Mirata M., 2005, Distributed economies – A new engine for innovation. Journal of Cleaner Production 2005

Mirata M.,Nilsson H., Kuisma J., 2005, Production systems aligned with distributed economies: Examples from energy and biomass sectors. Journal of Cleaner Production

[2]: Jeremy Rifkin, 2014, The Zero Marginal Cost Society: The Internet of Things, the Collaborative Commons, and the Eclipse of Capitalism


Roberto Grassi has been Mobile Technology Leader for Sogeti Spain since 2011. In this role, he is responsible for enter the new portfolio of the Mobile Era in Sogeti Spain offer and bring innovation in the production department.

Posted in: Infrastructure, Innovation, Internet of Things, IT strategy, Opinion, Transitioning      
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elements-of-optimization-wheelThe ‘user experience (UX)’ is a branch of science that focuses on a deeper understanding of users and business objectives of a project, improving the interaction between the user and their perception of the quality of the service; according to its principles the information must be Useful, Usable, Desirable, Findable, Accessible and Credible. The success of your application will always depend on the satisfaction of users, and this is gained by offering them what they want and the way that they want it!  

For beginners, aesthetics is concerned with anything that appeals to the senses. As user experience professionals, we must consider every stimulus that might influence interactions. Aesthetics examines our affective domain response to an object or phenomenon, so, how do aesthetic design choices influence understanding and emotions, and how do understanding and emotions influence behavior?


search2Cognition is “the process of knowing.” We learn how to understand the world around us: What happens if I push that, or this? Cognitive science studies how people know things, and aesthetics plays a critical role in cognitive processing. As an example, which one of these on the right side is clearly a button? And why?

Here, aesthetics communicates function: button gradient, shadow and 3d aspect are an affordance, characteristic. Similarly, there’s a reason good confirmation screens have a check mark and are likely to involve some shade of green: Green is good. Red is bad, Yellow is something to think about; this is based on Occidental cultural behavior! Culture has influence on those decisions.

search3search4Now again, aesthetics not only affect the cognitive process. Look again at the buttons on the left side.  Surely now they are two buttons, both of them saying the same thing, but which is the one that you probably push to search?

A famous neurobiologist Antonio Damasio wrote:

“…emotion is not a luxury: it is an expression of basic mechanisms of life regulation developed in evolution, and is indispensable for survival. It plays a critical role in virtually all aspects of learning, reasoning, and creativity. Somewhat surprisingly, it may play a role in the construction of consciousness.”[1]

This is because Products have a personality! Consider this:

  • People identify with (or avoid) certain personalities.
  • Trust is related to personality.
  • Perception and expectations are linked with personality.
  • Consumers “choose” products that are an extension of themselves.
  • We treat sufficiently advanced technology as though it were human.

As humans we constantly project our feelings and thinking on the world around us! So, we can state that UX is based on, among many things, the principles of aesthetics and those principles as a basis for success.

[1] Emotion and Feelings: A Neurobiological Perspective by Antonio Damasio

Roberto Grassi has been Mobile Technology Leader for Sogeti Spain since 2011. In this role, he is responsible for enter the new portfolio of the Mobile Era in Sogeti Spain offer and bring innovation in the production department.

Posted in: mobile applications, SogetiLabs, User Experience      
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