DLD10I ndex WeLcomeStephanie Czerny, Marcel ReichartHubert Burda, Yossi VardiDisruptiveMitchell Baker, Jimmy Wales, Niklas Zennstrm, Yossi Vardire-BranDClaudia GonzalezauDience sourcingTim Kring, Peter HirshbergsoLarNikolaus von Bomhard, Patricia SzarvasunthinkaBLeJoshua Cooper RamovaLuesMarko Ahtisaari, Martti Ahtisaarihuman emotionHelen Fisher, Jonathan Harrisaenne BurDa aWarDMitchell BakercuBatronchairmens Dinnershimonhotshot the roBotchinaDoris Naisbitt, John Naisbitt,Joe Schoendorf, Thomas CramptonData & iDentityMike Schroepfer, Magid Abraham,Todd Levy, Dave Morgan, Philipp Pieper, David Kirkpatrickchanging theequationMichael MendenhallheaLthStefan Oschmann, Alain T. Rappaport,Esther Dyson08 gLoBaL capitaLChristian Angermayer, Philipp Freise, Uwe Feuersenger, Matthew BishopinformavoreDavid Gelernter, Andrian Kreye, Frank Schirrmacher, John BrockmannetWorkFrank Appel, Jochen WegnerinteLLectuaLventuresPablos Holman, 3ric JohansonsearchBlaise Aguera y Arcas, Ben Gomes,Ilya Segalovich, Conrad Wolfram,Jochen WegnerreaL timeRaj Narayan, Loc Le Meur, Baratunde Thurston, Jeff PulverspotLightOwen van Natta, Spencer Reiss,Werner VogelsfutureAnousheh Ansari, Frank SchtzinginvestHarish Bahl, David Liu, Dharmash Mistry, Christopher Oram, Hein Pretorius, Stefan Winners, Alexander Tamas, Klaus HommelsmarketingSamir Arora, Trevor Edwards,David Kenny, Nizan Mansur de Carvalho Guanaes Gomes, Andrew Robertson, Anders Sundt Jensen, Marcel ReichartfashionAlexis Maybank, Kyle Vucko,Harish BahlstrategyTom Glocer, Paul-Bernhard Kallen, David Drummond, David KirkpatrickinnovationJrme Guillen, Johannes Helbig16263036

856266707678808696102110118128131018156170178190202208220I ndex DLD10 5visionMarc Koska, David de RothschildcontentShawn Colo, Peter Berger, Jeff Jarvis, Gregor Vogelsang, Edward RousselperceptionAl Seckeluser-centricexperiencesNick Bilton, Carlos Bhola, Tom Glocer, David J. Moore, Tero Ojanper, David KirkpatrickmapsJulieta Aranda, Rosa Barba,Peter Hirshberg, Alexander Kluge,Aaron Koblin, Philippe Parreno,Josef Penninger, Eric Rodenbeck,Anri Sala, Dimitar Sasselov, Qiu Zhijie, Hans Ulrich ObristvirtuaL maps navigationmuseums toursDLD starnightinternet ofthingsUlla-Maaria Engestrm, Douglas Krugman, Michael Silverman, Esther DysonpLayMike Butcher, Nils Holger Henning, Shervin Pishevar, Chris Russo, Kristian Sergerstrle, Kai BolikspotLightJim Breyer, David Kirkpatrick, Yuri MilnerfemaLe DecaDeCcilia Attias, Beth Brooke, Ria Hendrikx, Gabi Zedlmayer, Randi Zuckerberg, Stephanie CzernyexpLoreBertrand PiccardspotLightJason Kilar, Om MalikoperaChristoph Schlingensief, Chris DerconBroaDBanDThomas Aidan Curran, Richard Kang, Paul Sagan, Ariel Yarnitsky, Thomas KnstnerLocationDennis Crowley, Rafat AliDemoSuhas GopinathLink vaLueMarc Cenedella, Stefan Gross-Selbeck, Reid Hoffman, Nazar Yassin, David KirkpatrickspotLightNikesh Arora, Spencer Reiss2015Muhammad Yunus, Gabriele PrincessInaara the Begum Aga KhantransformingmusicDonovanfinaLeStephanie Czerny, Marcel ReichartpuBLishers LunchDLDnightcapimpressionsfacts & figuresDLDpartnerscoveragethankyouDLDteamstay in touchimprint228238282522628231231632232833303536036637382388390398016202228322

8889080928 DLD10sunDay 24 january DLD is about New Realities.DLD is a think-tank.DLD is a matchmake.DLD is an outstanding experience.DLD is a friends community.DLD is a big party.So if you havent been there, become a DLD friend.Stephanie Czerny and Marcel ReichartDLD Founders & DirectorsDigital Life DesignWeLcomestephanie czernydld founder & directormarceL reichartdld founder & directorhuBert BurDahubert burda mediayossi varDiinvestor12 DLD10sunDay 24 january hubert burdaDLD describes the new image of our world, a world which has changed so much in the last decade. Due to glo-balization and the digital revolution, we live in a Schwellenzeit in which markets, media, technology and soci-ety are changing profoundly. Thisperiod can only be compared to the late 15th century when printing was invented, and a new continent had been discovered. Also then, the image of the world changed. The ocean was the Internet; ship builders, the leading technologists. Today, the Internet cre-ates new markets and products based on codes and algorithms. Since then, places where entrepreneurs, scien-tists and artists meet to exchange are places of advanced learning and cre-ative connection. This is what DLD is about and what it is for Hubert Burda Media a university and platform for ideas and new businesses. I welcome all guests and partners, and wish us three inspiring days here in the heart of Munich. Welcome to DLDDLD describes the new image of our world, a world which haschanged so much in the last decade.dr. hubert burda i s chai rman of the board and Publ i sher of hubert burda medi a. he i s Presi-dent of the associ ati on of Ger-man magazi ne Publ i shers (vdZ) and co-founder of the european Publishers council (ePc). he set up the hubert burda foundati on wi th a vi ew to promoti ng i nter-di sci pl inary exchanges on future trends. hubert burda al so found- ed the burda center for innova-ti ve communi cati ons at the ben Guri on uni versity i n beer sheva, israel . he has been awarded numerous pri zes and di sti ncti ons for hi s achi evements i n publ i-shing and business, including the Gold medal freedom of speech of the european associ ati on of communi cati ons (eaca). in 2006, hubert burda recei ved the leo baeck Prize by the central counci lof Jews for hi s commi t-ment to reconci l i ati on between Germans and Jews.Hubert BurdaHubert Burda MediahuBert BurDadld chairman1 DLD10sunDay 24 january yossi varDidld chairman15 welcome DLD10yossi vardiIt was true last year. It is true today: There is no better way to start the new year then by meeting old friends and making some new ones. The DLD family is gathering once again to say hello, exchange views, spend time together, get some food for thought from some of the best minds on earth, and have a good laugh. Virtual pokes are nice, but looking again to friendly faces you missed for a year, seeing smiling ones, giving and getting a hug, shaking a friendly hand and getting a kiss are miracles of the moment. What can be better?It is time again to surface from behind the email addresses, the IM nick names, from behind our virtual spaces and books, and present our real faces. Seize the moment and che-rish it! It is a very unique one, once it is gone, it will never come again.So grab a smile, a kiss, a hug, a hand shake and put them in your DLD bag. Take them home, and when you are sitting all alone in front of your never-ending pile of emails, open the bag and take one. It will keep you going until next DLD.Thanks to Hubert Burda and all of his wonderful people who make these special moments possible. It was true last year. It is true today: There is no better way to start the new year then by meeting old friends and making some new ones.Yossi VardiInvestordr. Joseph (Yossi ) vardii s a co-chai r of dld. Wi th 40 years experi ence of co-foundi ng, lead- i ng and parti ci pati ng i n bui l di ng over 60 hi gh-tech compani es, he i s one of israel s earl y entrepre-neurs. Yossico-pi oneered i n-stant messagi ng as the foundi ng investor and the former chai r-man of mi rabi l i s ltd., the creator of the highl y popul ar i nstant messagi ng program icQ. Yossi vardil ooks back to an extensi ve government and publ i c career. servi ng, amongst others, i ncl ude director General of the ministry of energy and chai rman of israel s national oil company. he has alsobeen an advisor to the ceos of aol, amazon, and al l i ed si gnal . he has recei ved many awards, i ncl uding two ti mes the Pri me mi ni ster of israelhi -tech award for l i fe achi evements, and ceos entrepreneurs hal lof fame.16 DLD10sunDay 24 january Disruptive17The key factor is timing to get that nice, holistic growth. Niklas ZennstrmDisruption is a very common word these days. But what does it really mean? A frst search attempt witha so-called disruptive online dictio-nary offers this defnition: 1.An interruption to the regular fow or sequence of something.2.A continuing act of disorder.What the term implicates when it doesnt stand for permanent chaos is the core of the DLD-session Disrup-tive. Mitchell Baker (Mozilla), Jimmy Wales (Wikipedia), Niklas Zennstrm (Atomico) and, also moderating the panel, Yossi Vardi (DLD Co-Chair-man) discuss what disruption is all about. All created organizations or products that had disrupted their industries.It turns out there are a few things allof them have in common: serving a huge user base with a very small organization; getting the users active-ly involved in the main business of their company; and an open mind to collaboration and partnership over competition. Wikipedia and Mozilla at times have about 350 million users, Skype counts half a billion; the num-ber of employees range between 600 (Skype) and merely 30 (Wikipedia). The main tasks of the staff are main-tenance of service and legislation.Simultaneously, they slightly differ when it comes to their metaphysical approach. Niklas Zennstrm defnesdisruption as the creation of new opportunities and seizing the changes market-based, regulatory, techno- logical in the ecosystem of a product or service, which generates a compet- itive advantage: implementing Voice-over-IP, he has not driven any of the incumbents out of business but simply pressurized their price plans for the beneft of the customers. Contrarily, Mozillas Mitchell Baker initially set off to consciously disrupt a monopoly with the goal of build- ing a slice of the Internet, wherethe only agenda is individual control of the online experience.Answering Yossis question whether or not hes ashamed of disrupting the encyclopedia industry, charismatic Jimmy Wales smiles rascally: Yes, its terrible. He continues: The encyclo-pedia industry is relatively small and not that much integrated into life. In Wikipedias case the disruption is more about a new kind of consump-tion behaviour. Its the permanent integration of complete information available into the users life compared to the relatively low usage frequencyof the printed encyclopedia. He supports his point with an ad hoc audience survey. Mitchell Baker adds that Wikipedia has not disrupted the industry, but rather the sense of experts: the formerly highly curated source of authority transformed into the intelligence of the many.dI sruptI ve DLD10dr. Joseph (Yossi ) vardii s a co-chai r of dld. Wi th 40 years experi ence of co-foundi ng, lead- i ng and parti ci pati ng i n bui l di ng over 60 hi gh-tech compani es, he i s one of israel s earl y entrepre-neurs. Yossico-pi oneered i n-stant messagi ng as the foundi ng investor and the former chai r-man of mi rabi l i s ltd., the creator of the highl y popul ar i nstant messagi ng program icQ. Yossi vardil ooks back to an extensi ve government and publ i c career. servi ng, amongst others, i ncl ude director General of the ministry of energy and chai rman of israel s national oil company. he has alsobeen an advisor to the ceos of aol, amazon, and al l i ed si gnal . he has recei ved many awards, i ncl uding two ti mes the Pri me mi ni ster of israelhi -tech award for l i fe achi evements, and ceos entrepreneurs hal lof fame.Referring to the question if the present disruptors fear disruption themselves, each underlying business model seems to shape their perspec-tive. The non-proft Wikipedia is not afraid of competition as it is bad business. Mozillas Mitchell Baker has ambivalent feelings about potential disruption: after cracking the browser monopoly, competition kick started and brought the stagnation period to an end. Still, the browser as the standard tool to access the Internet is a decade old, and needs to change.According to Mitchell, Facebook per- forms as a new entry point but doesntsubstantially disrupt the browser sys-tem. Niklas the only real commer-cial disruptor in the distinguished group stresses the necessity of being paranoid and a mindset of awareness for staying on top. Closing the session, entertaining DLD Co-Chair Yossi Vardi directs his speech to the audience: In sixty years, your grandchildren will be sitting on your laps and you will tell them the history of the Web. You can tell them you were in Munich and saw three great disruptors with your own eyes! DLD10sunDay 24 january20Yossi VardiInvestor21The traditional encyclopaedia was not inte-grated into our lives in the way that the Internet has become integrated.21Ni kl as Zennstrm i s one of todays most successfulInternet Entrepreneurs, best known for co-founding Skype, KaZaA, Joost and Jol ti d wi th hi s l ong-ti me busi ness partner Janus Fri i s. In 2007, Niklas co-founded Atomico Ventures, a venture capi talfi rm focused on i nvesti ng i n passi on- ate Entrepreneurs bui l di ng the next generati on of consumer- faci ng technol ogy busi nesses, and fosteri ng a new ecosystem for Entrepreneurshi p i n Europe. Ni kl as co-founded Zennstrm Phi l anthropi es where he i s focu-sed on fi ghti ng cl i mate change. Ni kl as was recogni zed by Ti me Magazi ne as one of i ts 100 Most Infl uenti alPeopl e i n 2006, and has recei ved numerous other awards. Niklas holds dual degree i n Busi ness and MSc Engi neer- i ng Physics/Computer Science. Niklas ZennstrmAtomico VenturesJimmy Wales is an American Inter- net Entrepreneur best known as the Founder of Wikimedia Founda- ti on, the chari ty whi ch operates Wi ki pedi a.org, and as the Co- Founder of Wikia.com. In January2001, Wal es started Wi ki pedi a.org, the onl ine encycl opedi a that anyone can edi t. In mi d-2003, Wal es set up the Wi ki medi a Foundati on, a non-profi t organi-zati on to support Wi ki pedi a.org. In 2004, Wal es co-founded Wi-ki a.com, a compl etel y separate company that enabl es groups of peopl e to share i nformati on and opi ni ons that fal loutsi de the scope of an encycl opedi a. In 2007, The Worl d Economi c Forum recogni zed Wal es as one of the Young Gl obalLeaders. In addi ti on, Wal es recei ved the Ti me 100 Award i n 2006, as he was named one of the worl ds most i nfl uenti alpeopl e i n the Sci enti sts & Thi nkers category.Jimmy WalesWikimedia Foundationdi srupti ve DLD1022 DLD10sunDay 24 january Disrupt a monopoly with the goal of building a slice of the Internet, where the only agenda is individual control of the online experience.as the leader of the mozilla Proj- ect, mi tchel lorgani zes and moti vates a massi ve, worl dwi de col l ecti ve of empl oyees who are breathi ng new l i fe i nto the internet wi th the fi refox Web browser and other mozi l l a prod- ucts. baker received her ba in asi an studi es from uc berkel ey and her Jd from the boal t hal l schoolof law. her l aw career i ncl uded worki ng for sun mi cro-systems and netscape. baker has been the generalmanager of the mozi l l a proj ect si nce 99. in 2003, she became President and founder of the mozilla foundation, a non-profit organization dedicat- ed to openness and i nnovati on on the internet. in 2005, baker l ed the creati on of mozi l l a corp., a whol l y owned subsi di ary of the mozi l l a foundati on. she conti n- ues her commi tment to an open web and i ts i nfi ni te possi bi l i ti es.Mitchell Baker Mozilla FoundationmitcheLL Bakermozilla foundation24 DLD10sunDay 24 january yossi varDiDLD Chairman25In sixty years, your grandchildren will be sitting on your laps and you will tell them the history of the Web. You can tell them you were in Munich and saw three great disruptors with your own eyes!25 dI sruptI ve DLD1026 DLD10sunDay 24 january Claudia Gonzalez is the Head of Marketing at The Global Fund and former Head of Public Relations and Special Projects for UNHCR, the UN Refugee Agency. Her message is clear and very optimistic: technology and social media are transforming theway global society is enabled to help. Claudia points out that working within the world of refugees requires a lot of tolerance and understanding. Implementing social media allowsthe UNHCR to focus on the long tail, the 35 million refugees in camps located worldwide in places such as Darfur and the Congo. The organi-zation is in transition from a story-telling position to a moderating role in the background, while the refugees come out of the shadow and speak for themselves. At the same time, this shift towards horizontal communi- cation changes the tone. Showingvideo messages by people from refugee camps around the world, Claudia documents how simple human emo- tions, such as love and dance, can be authentically captured in camps and have access to a huge audience through technology. Formerly, the UN had its press release commu- nicated via fax. Addressing herselfto the audience, she says: Theres a need of a platform that you guysare creating!How can we modernize the humani-tarian cause? How can we use the social media to help us tell the story?Claudia predicts the future of success-ful refugee campaigning in geotaggingand geocoding. If a humanitarian catastrophe occurs, the UNHCR amongst other organisations can assess the needs more differentiatedly, while communicating and acting upon them in a completely different way. Presenting a Google Earth video which features all refugee camps worldwide, the impact of the new information availability and accessi-bility gets emphasized. Starting from scratch, the UNHCR now has a total of 2.7 million people engaged in causes on Facebook or following their projects on Twitter. These meansof communication are extremely powerful in facilitating issue raising and agenda setting. A platform for refugees to come outof the shadow and tell their story. Claudia Gonzalezre-BranD27cLauDia gonzaLezthe Global fundre-brand DLD1029Finalizing her presentation, the issue of the natural and humanitarian disaster in Haiti and the role of Web 2.0 as a crisis response mechanism is broached by a video message from the Director General of the Red Cross, Yves Daccord. Speaking directly to the DLD community, he stresses how social media is capable of mobiliz- ing teams and funds as well as how radically it has changed humanitarian work on the ground. Still, participa-tion of the local victims is relatively low. Therefore,Yves implicitly pleads for the closing of the digital divide in order to terminate the drastic change in the humanitarian feld. For thefuture, he foresees a situation in which victims will mobilize organisations, apply pressure, coordinate and com-municate their demands themselves, all by using social media.cl audi a Gonzal ez i s head of marketi ng at the Gl obalfund to fi ght aids, tb and mal ari a si nce end of 2009, after l eadi ng Pr and speci alProj ects for unhcr, the un refugee agency. she i s one of the worlds most acknowl- edged non-profit marketers havinghad top position at the un andthe Wef. cl audi a i s now worki ng wi th Product (red) and i s prepa-ri ng the launch of a maj or di gi tal campai gn to el i mi nate the trans-mission of hiv to babies by 2015. responsi bl e for the re-brandi ng of the unhcr, cl audi a travel l ed around the worl ds most extreme war and cri si s zones for the past years and l aunched programmes to narrow the geographi caland psychol ogi calgap. cl audi a hol ds degrees on Phi l osophy and an- other one on medi a and commu-ni cati ons as wel las a master from lse on pol i ti calcommuni-cati ons.How can we modernize the humanitarian cause? How can we use the social media to help us tell the story?re-brand DLD10Claudia GonzalezThe Global Fund30 DLD10sunDay 24 january The transmedia dog and pony show pitched its tent at DLD 2010: Tim Kring (Heroes) and Peter Hirshberg (The Conversation Group) both cutting edge pioneers in the social media industry invite the DLD community to discover their worldof storytelling. Based on the panel on disruption, they start off with the question of how to change it fundamentally. Going back in time, they date the frst multiple platform connection with the appearance of a new character Boba Fett in the 1978 comic book Star Wars Holiday Special. Shortly afterwards, Boba Fett showed up as a limited edition action fgure, as a Wanted poster, and as a costumed character in shopping malls. Final-ly he was included as the primary villain in the 1980 movie The Empire Strikes Back. It is the frst example of creating a character on one media platform and have it migrate to the mothership of the property, says Hirshberg. In this sense, Heroes is the state-of-the-art series! It pursues storytelling on TV, mobile, online and in comic books. The large and deep mythology of the show allows going back and forth chronologically and supports multiple storylines across various channels. For example, a character who is introduced in the online comic book, then appears on the TV show three months later. Of course, this concept attracts a certain kind of audience those with the greatest inclination to download, the most tech-savvy type of spectator out there. This correlates with the fact that Heroes is the most but mostly illegally downloaded show. Kring smiles: You cannot ignore the pirate au- dience. It is worth telling them a story.With regard to the marketing per-spective, it is crucial to create a database of viewers, including their mobile number and e-mail. Display-ing the business card of the main vil-lain (with a simple URL on it) on TV triggered 600.000 hits on the Website within 24 hours. Creating an environ-ment in which the viewers are willing to leave their mobile number and e-mail in order to participate enables the story to extend on to mobile and e-mail. This two-way street system of storytelling primarily had the target of promoting the show and creating a dialogue. This engagement with the audience in a world of multiple platforms has huge implications for advertisers. Recent studies lead Hirsh-berg to two theories: Offine doesnt exist anymore, and there is no more TV watching without distraction.It is that simple, says the master-mind Tim Kring, You wanna fsh where the fshes are.His sense for the new fshing grounds is the source for new thrilling projects such as a socially benefcial alternative reality game in London, or his newly founded company, Imperative. It is certainly worth following these guys to new dimensions of entertainment.You wanna fsh where the fshes are! Tim KringauDience sourcingaudI ence sourcI ng DLD10 31right:storyboard for a Heroes scene from expl osi on created by cesar lemushttp://heroeswi ki .com/I mage:storyboard_expl osi on_732 DLD10sunDay 24 january Peter hi rshberg i s at the epi cen-ter of the noi sy, connected worl d of onli ne conversati on. he i s changi ng our thi nki ng about marketing, branding and customer rel ati onshi ps. a si l i con val l ey executi ve wi th severalhi gh pro-fi l e marketi ng and brandi ng rel ated ventures, Peter has l ed emergi ng medi a and technol ogy compani es at the center of di srupti ve change for more than 20 years. he is co-founder and chairman of the conversation Group, a fast growi ng agency hel pi ng brands wi th strategy and marketi ng i n a worl d of empow-ered and connected audiences and customers. duri ng a ni ne-year tenure at appl e computer, hi rshberg headed enterpri se marketi ng. Peter earned hi s bachel ors degree at dartmouth college and his mba at Wharton.ti m Kri ng i s creator and execu-ti ve producer of heroes. Kri ng grew up pri mari l y i n northern cal i forni a. Kri ng studi ed fi l m at nearby al l an hancock Junior col l ege before transferri ng to the uni versi ty of santa barbara. Kring later attended the master of fine arts program at the univer-si ty of southern cal i forni as re-nowned fil m schooland worked hi s way up i n producti on. in 1996, Kri ng became a producer on the popular television series chi cago hope and became the supervi si ng producer on the seri es a year l ater. Kri ng j oi ned the staff of nbcs Providencein 1999 as co-executive Producerand signed an overall deal with nbc studi o. in 2008, Kri ng ex-panded hi s hori zons, from the fi l m and tv worl d by pai ri ng wi th new York author dal e Peck. Kri ng resi des i n los angel es.You cannot ignore the pirate audience. It is worth telling them a story.Peter HirshbergThe Conversation GroupTim KringHeroesaudI ence sourcI ng DLD10 3334 DLD10sunDay 24 january tim kringHeroespeter hirshBergthe Conversation Group36 DLD10sunDay 24 january soLar37The climate disaster of the Copenha-gen Climate Conference showed that states are very limited by national constraints and conficts of interest. A different vision emerges from an industrial initiative: Desertec, the worlds most ambitious solar project. Nikolaus von Bomhard, a member of the Board of Munich Re, speaks about disrupting the energy sector at the DLD Solar panel. Upon frst glance it seems strange to have the worlds biggest reinsurance company tack- ling a renewable energy project. Yetit makes perfect sense. The reinsur- ance against natural catastrophe risks is core business. Consequently Munich Re, one of the 12 founding members of Desertec, is affected immediately by everything related to global climate change. Even more so, the general perception of the missing link between the energy sector andMunich Re, as well as the fact that they have no immediate beneft of any change in the energy mix, strengthens their position and acceptance as the coordinator and ambassador of the project. In the face of the COP 15 summits failure, Nikolaus von Bomhard states: We missed a unique chance. However, it is not too late. If more projects succeeded in bundling initiatives such as Desertec, theres a big chance to at least contain the con-sequences of the global warming.The Desertec project is a 400 billion Euro vision that develops giant solar plants in the deserts of North Africa.In the frst stage, it is expected to cover the energy supply of the region. By 2050, the goal is to export the excess solar power to the European energy market. Regarding the heavy In-vestment volume, Desertec is prima- rily driven by economic interests. At the moment the project consists of 12 founding members, 9 of whom are German. Right now it is too muchof a German exercise, says Nikolaus von Bomhard. In the future, the group should become more inter-national and extend to 20 members. Additionally, 50 to 100 associate partners are targeted. In comparison to other innovative projects, Desertec has the advantage of being based on already existing technology. This eliminates pilot-phase risks and high R&D costs. Still, the pace of develop-ment and return of equity ultimately depends on the oil price as well, he summarizes. The biggest challenges remain polit- ical: the coordination of an agreement which includes a high number of political entities is very complicated. Theres a big chance to at least contain the consequences of global warming. Nikolaus von Bomhardsolar DLD1038 DLD10sunDay 24 january ni kol aus von bomhard was born i n Gunzenhausen i n 1956. he compl eted hi s l aw studi es at the uni versi ti es of muni ch and regensburg with a doctorate. he j oi ned the muni ch re graduate trai nee programme i n 1985, and afterwards worked as an under-wri ter i n the operati onaldi vi si on: fi re / treaty. in 1992 he was appoi nted deputy head of the operational division: Germany. in 1997 mr. von bomhard took on the task of bui l di ng up and managi ng the muni ch re offi ce i n so Paul o, brazi l . in 2000 he was appoi nted to the board of management and from 2001 was responsi bl e for the europe 2 / lati n ameri ca di vi si on. he was appoi nted chai rman of the board of management with effect from 1 January 2004. he is marri ed and has two chi l dren.Different countries follow different energy strategies, the single states behaviour is motivated by their own interests, and the readiness to invest in the public good is generally low. Still, the impact of potential spin-offs is huge: a geopolitically unstable region could be stabilized by this institutionalized cooperation; a tech-nological transfer could take place in favour of North African countries; and a renewable energy project of this dimension could drastically cut emis-sions, working as a role model.Finally, the diffculties of aligning different interests in a relatively small region hint at the cooperation dilem-ma of global climate change negoti-ations. At the same time, a project like Desertec carries an optimistic mes-sage: regional private initiatives bear the opportunity to show a different, more feasible exit out of the climate catastrophe and possibly fll the gap left to us by COP 15.Still, the pace of development and return of equity ultimately depends on the oil price as well.Nikolaus von BomhardMunich Re39nikoLaus von BomharDmuniCh resolar DLD100 DLD10sunDay 24 january next page:layout of a potenti ali nfrastructure for sustai nabl e energy suppl y i n europe, the mi ddl e east and northern afri ca (eu-mena).1 1Patricia szarvas is a financial jour-nalist currently based in frankfurt, Germany worki ng as the mai n anchor of cnbc europe. szarvas was born 1970 i n vi enna. after studying economics and commu- nications she worked as a broker, pri vate banker and portfol i o manager in frankfurt, london and luxembourg. from 1989 to 1999 she headed the stock exchange news department at the ital i an publ i c servi ce broadcaster rai. 1999 she joined cnbc in london. she contributes to cnbc pro-grammes like capital connection, Worldwide exchange and squawk box europe and i s as an expert responsible for reports on the car i ndustry i n the european cnbc network. szarvas al so moderates di scussi on forums at i nterna- ti onalconferences i ncl udi ng the Worl d economi c forum and the internati onalmanagement & consul ti ng congress.Patricia Szarvas CNBCsolar DLD10 DLD10sunDay 24 january 5One Manhattan afternoon Dr. Henry Kissinger and Joshua Cooper Ramo were talking about the state of the world. Joshua asked him if he remem-bered a time as revolutionary as ours. After a moment of silence, Dr. Kissin-ger not exactly known for optimism answered: Not since the collapseof the Roman Empire.We are clearly living in a momentof tremendous change, says Joshua,Managing Director at Kissinger Associates. The disruptive change in media and technology is only a mark- er of the disruptive changes every-where in the world. Joshua labels our times The Age of the Unthinkable. The best minds and opinion leaders are often mistaken and their ideas even backfre. The war on terrorism has only produced more terrorists; the missionary spread of capital has only widened the social gap. Policies and results are often the opposite of the original intention. Considering the radical transformation to be inevitable, Joshua reckons that this revolutionary age bears great risks and opportunities: The world will be reinvented through the disruption for good as well as the disruption for bad. As an example of the interpene- trating phenomenon, Joshua talks about his experience with the Hezbol-lah: What strikes you immediately is the similarity of their outlook, their viewpoint, the way of behaving to all of our friends who work at places like Google and Facebook. These are people who believe that disruption is an inevitable part of the future; that it is in their interests. That is true for Google, who is trying to disrupt information content, as it is for Hez-bollah, who are trying to disrupt the political system of Lebanon! Other than in an ordinary period, we live in an historic period. The grand currents of history touch each ofour lives. That creates in each of usa huge obligation, the obligation of an historic period. It demands that each of us use the habit of innovation and the habit of inter-connectivity with responsibility to actually make the world a better place. Joshua leaves the DLD community with an essen-tial question: The world changes dramatically. What does this demand from me?The world changes dramatically, what does this demand from me?Joshua Cooper RamounthinkaBLeJoshua cooper ramo i s manag-i ng di rector at Ki ssi nger asso-ci ates, a strategi c advi sory firm. he i s the youngest managi ng di rector i n the hi story of the fi rm. Pri or to enteri ng the advi sory busi ness, ramo was a j ournal i st. he was the youngest seni or edi tor and forei gn edi tor i n the hi story of time magazi ne. among his nearly two-dozen time cover stori es were the 1997 man of the Year profi l e of andy Grove and an award-wi nni ng profi l e of Kofiannan. ramo, a mandarin speaker, divides his ti me between bei j i ng and new York ci ty. trai ned as an econ- omi st, ramo was rai sed i n los ranchos, new mexi co. he has been, among other thi ngs, a crown fel l ow of the aspen insti-tute, a term member of the coun-cil on forei gn rel ati ons and a member of the World economic forums Young Gl oballeaders.untHI nkable DLD10Joshua Cooper RamoKissinger Associatesjoshua cooper ramokissinger associates7The world will be reinvented through the disruption for good as well as the disruption for bad.untHI nkable DLD108 DLD10sunDay 24 january vaLuesThe Ahtisaari ProtocolsCapturing the dialogue between Martti and Marko Ahtisaari without inter-rupting the real magic of the moment is impossible. So as to reduce the editorial manipulation of an amazing father and son conversation as much as possible, it is best to have them speak about values for themselves: The Ahtisaari Protocols.Marko: To start off with, recently somebody described you as the David Beckham of diplomacy. Tell us about that.Martti: I hear some people laughing. This happened when I got an honour doctorate at the UCL, London. In the evening we had a dinner. When I thanked the president, I said to him: You didnt realize how appropriate the description is. I am a football fan. And furthermore, David and I havea same problem: how to retire grace- fully. So I cant obviously do as he might do to go to the fashion world. So I have to try to make peace instead. Marko: And purely from the domestic point of view, it seems like retirement in the cards. It seems like its getting busier and busier. After the presi-dency you founded the CMI (Crisis Management Initiative) which from my point of view looks like a crisis management start-up. In the start-up point of view, in the early and later stages, people are the critical thing. How do you build the teams and how do you choose the people to work on particular conficts?Martti: I give you an example about two operations. The frst operation in my life with a UN context is Namibia, where we started 1st of April 1989 and stayed a year. I had eleven years to pick the best people that I could lay my hands on in the UN. At the timeI was Undersecretary for Administra-tion and Management. And many of my colleagues we were 8,000 made an excellent career in the UN after-wards. It was a frst-class team. The other operation is Kosovo. That was perhaps even more crucial because we were only twenty in my offce in Vienna. It was of vital importance to pick the best people I could lay my hands on. I had some whom I knew beforehand and we picked nationali-ties. I would like to emphasize that its the frst task that one has to do is to try pick the best people to work with. As a former Head of Administration and Management I know that the UN Secretariat doesnt normally send the best people to you. They send you somebody they want to get rid of. If you dont know the system you are in a worse position than I had been. Sec- ond thing is that I always had lethal weapons of my government. It means that I have maintained my indepen-dence in these operations. But Marko, if you allow me, I would also like to say that you always need the main governance backing you in whatever you do. I had the pleasure in Namibia: I had an unholy alliance with the Americans in lead, South Africans, Angolans, Soviets, and Cubans. In the Kosovo, I had a contact group with the Americans, the British, the Germans, the French, Italians, and Russians. I would not take a single assignment in peace-making without the support I had with these teams. May I also say that over the years, you learn that you need the American support. So this is not a solo perfor-mance, you need a good team and then you need the support as well.Marko: Great. We have a history of sending articles back and forth. Years ago you sent a short of the FT on The Body Shop founder. The title heading was: Dont get an MBA, get angry! And you said: Read this, it says a lot about the way I like to do peace-ma-king.Martti: I value the habit of sending books and articles to each other. That article reminded me of similarities in peace-making. You have to regard each peace operation as a special case. They have all special features. I am not against MBAs as such but I wanted to emphasize the importance of being open-minded and innovative when you look for solutions. Marko: One thing about the applica-tion of design and businesses; rapid prototyping and quickly sketching of what a solution can be is critical in helping people think clearly. How important is that in peace-making early on and in the process? 9Martti: Even before you start collec-ting your team, you are in charge of the strategic planning. In all the three major operations that I had been involved with, it was clear what the outcome is going to be. Namibia was going to be independent, Aceh was supposed to be a special autonomy within Indonesia, and Kosovo was going to be an independent nation. First you have to clarify this. Then you need to look for whom you will need in the process. Marko:In terms of transparency in the process, the Internet is a great de-mocratizer of information. But always in every step of the process of peace-making transparency, and everything leaking out, the process doesnt help to get to a satisfactory conclusion.Martti: I use Aceh as an example. I proposed to the confict parties: Lets agree that nothing is agreed until ev- erything is agreed. Otherwise I could not have opened the critical issues. It was important to get the rebels, the Free Aceh Movement, to start coming with their think pieces. How prelim- inary they might have been. To my surprise both delegations honoured that. It was very lousy for the media because we were only able to talk about atmospherics in the talks. But that guaranteed that in less than half a year we had peace agreement in our hands. That required the silence vis--vis the media. Also it is required to keep the parties communities in exile informed so they dont become the spoilers. Very often that happens, because they feel holier than the pope and have forgotten the atrocities on the feld. Somehow you have to deal with the diaspora. That is something we have lately learned: You have to keep the diaspora happy, knowl- edgeable whats going on, and listen to them as well. Marko: So transparency during the process doesnt work. You are on the board of the Mou Ibrahim Foun-dation, which publishes indexes for African good governance based on nearly a hundred different criteria. People on the Internet love rankings. You said that this kind of index would do Europe good as well. Do you think it could be mobilized and distributed through the Internet, something that is not as centralized as a foundation?Martti: First of all I think the work of Mou Ibrahim is extremely important. When I was in the price committee with Kof Annan, my frst reaction was that this should be done in Europe, too. Perhaps it could be done onWikipedia, as you once proposed. As long as we have comparative studies, it would help tremendously and I would like to have that on every continent. The data is available and I know that the Club of Madrid had shown interest in doing something like that. Still, that doesnt prevent a civic initiative. Marko: Oftentimes the conficts are hundreds of years old. But typicallygoing forward, the root cause ofinsecurity has to do with the lack ofeconomic opportunity. The ILO recently forecasted that in the next ten years, 1.2 billion young people will enter the labour force, and with traditional means, theres jobs for300 million. What is your view on that, and the root causes of insecurity and confict?Martti: If we really want to fghtterrorism and criminality in the world, we have to keep up the hope for young people. There are excellent organiza-tions that I have been associated with. I would appeal to all of you this is a concrete thing. We have enough knowledge how to do this. This is of vital importance. If we can improve the employment situation I think the societies will look completely different and are not in the danger of becoming failed states.Marko: This is the frst time that we did The Ahtisaari Tonight Show together. Whether its the last time? It depends on the ratings.values DLD10marko ahti saarii s seni or vi ce Presi dent of desi gn at noKia. rai sed on three conti nents i n hel si nki , dares sal aam and new York, marko studi ed phi l os- ophy, economi cs and musi c at col umbi a uni versi ty i n the ci ty of new York. duri ng hi s years l ecturing at col umbi a he had a paral l elprofessi onall i fe i n musi c as a bassi st and compos-er. ahti saariwas ceo and co-founder of dopplr, the social at-las for smart travel l ers around the world, acquired by noKia in 2009. Previ ousl y he was part of the foundi ng team at bl yk, the free mobi l e network for young peopl e, funded by adverti si ng. in the i n-between moments marko composes ambient music forpubl i c and pri vate spaces, and occasi onal l y si ngs ari as.Marko AhtisaariNOKIAafter a di sti ngui shed career wi th the uni ted nati ons and the fi nni sh forei gn mi ni stry, martti ahti saari was el ected as Pres-i dent of the republ i c of fi nl and i n 1994. he hel d the posi ti on unti lthe end of february 2000. in december 2008 mr. ahtisaari was awarded the nobelPeace Pri ze. after l eavi ng the offi ce of the Presi dent, marttiahti saari founded cri si s management ini-tiative (cmi), a non-Governmental organi sati on to conti nue hi s legacy in helping the international communi ty to do better when it comes to preventive diplomacy, peacemaki ng and post-confl ict state bui l di ng. today Presi dent ahti saariacts as the chai rman of the board of cmi. marttiahti-saarii s marri ed to mrs. eeva ahti saariand they have one son.Martti AhtisaariCMIYou didnt realize how appropriate the description is. I am a football fan. And furthermore, David and I have a same problem: how to retire gracefully. Martti Ahtisaari50 DLD10sunDay 24 january martti ahtisaaricmimarko ahtisaarinoKiavalues DLD10 5152 DLD10sunDay 24 january martti ahtisaaricmimarko ahtisaarinoKiavalues DLD10 5355When an anthropology professortalks to an audience of mainly black-suited businessmen and they stop hacking their smart phones to listen instead, it is one of these magic moments the unexpected gets connected. It seems like the hectic world of a conference room stands still, and all attention is concentrated and focused on the most common, most essential thing in everyones life: LOVE.Helen Fisher, a professor at Rutgers University, creates these moments. Her studies concentrate on what the ancient Greeks called the madness of the gods, the most powerful brain system on earth, the reason for joy and energy. Homicide and suicide, the crimes of passion, outnumber the death toll of cancer. One project was to put people who are madly in love in a brain scanner. She detected ac- tivity in a tiny little part of the brain. It is the ventral tegmental area, home of the natural stimulant dopamine, and exactly the same spot that gets ex- cited by cocaine. Further analysis resulted in the major conclusion that love is a powerful addiction!But why do we fall in love with oneperson rather than another? asks Helen. A typical psychologists stand- point assumes that this phenomenon occurs when there is a similar socio- economic background, the same level of intelligence, the same level ofphysical attractiveness, the same level of values, and the right timing. Helen is tackling the question from a differ- ent perspective. Maybe its about basic body chemistry and the answer is in genetic data.There are only a few chemicals in the brain associated with personality traits. Following this approach, she identifes four types of brain systems: (1) the dopamine/explorer, (2) the serotonin/builder, (3) the testoster- one/director, and (4) the estrogen/ negotiator.To illustrate her brain chemical-based system of characters, she adds favour to it with prestigious examples: US President Barack Obama is the typical high dopamine-driven explorer, con-ventional UK Prime Minister Gordon Brown is the loyal builder type; FrenchPresident Nicolas Sarkozy represents The god of love lives in a stateof need. Platohumanemotion55 Human emotI on DLD1056 DLD10sunDay 24 january helen fisher, Ph.d., is a research Professor i n the department of anthropol ogy at rutgers uni-versi ty. she studi es gender di fferences i n the brai n and be-havi or, human romanti c l ove, marri age, adul tery, di vorce, and personali ty, temperament and mate choi ce. her books have al l publ i shed i n severall anguages. recent articl es i n: Journalof comparati ve neurol ogy, Journal of neurophysiology, and in books publ i shed by mit Press, oxford uni versi ty Press, cambri dge uni versi ty Press and Yal e uni ver-sity Press. since 1983 dr. fisher has served as an anthropol ogi cal commentator and/or consul tant for busi nesses and the medi a. for her work i n communi cati ng anthropol ogy to the l ay publ i c, hel en recei ved the ameri can anthropol ogi calassoci ati ons di sti ngui shed servi ce award.the testosterone-pushed director type; and former US President Bill Clinton is the contextual and holistic-thinking negotiator type. Evaluating the results of her questionnaire 8 million took it she fnds very interesting correla-tions. In the cases of the explorer and builder type, similarities attract, and individuals tend to fall in love with their kind of chemical genre. As for the dating preferences of the directorand negotiator type, they build a micro- group together in which they are gen- erally attracted by the opposite. Hillary (director) and Bill Clinton (negoti-ator) are a renowned example of this chemical attraction. Romantic love is a funnel, with break- ing points along the way, such as looks, voice, values, goals, needs, lifestyle and experience. The biological compo- nent and compatibility is prefab- ricating ones behaviour towards most of the funnels breaking points. It is marvellous to experience how Helen leaves the audience contemplating their love career and the profound meaning of the phrase: the chemistry wasnt right. For an instant, the smart phones are forgotten.Maybe its about basic body chemistry and the answer is in genetic data.Helen FisherRutgers University57heLen fisherrutGers universitYHuman emotI on DLD1059 59The Web started off as a rather im-personal medium only a few were feeding it with information for a huge number of users. Jonathans art work began when the Web shifted to be-come extremely personalized through blogs and social networks. The digital Humboldt, he is calibrating the emo-tional landscape online.His book We Feel Fine captures, collects and portrays the footprints of feelings on the Internet. Based on his background in computer science, he developed a script that fshes every-thing that includes I feel out of the Web and archives it with additional information, such as data on weather conditions, location, age and gender connected to the posting. This search engine of emotions has collected more than 13 million anonymous feelings since 2005. The gigantic, truly global dataset allows various statis-tical breakdowns demographical, geographical, circumstantial, political, and much more. Jonathan considers his project an emotional deep-dive through statistical insight. Sharing his statistical insights, Jona-than seems as if hes opening his jewel case: Analyzing the rise and fall of emotions over time, you can see that the blogging population is actually getting happier. The reason for that is that the blogging populations medi-um age rose for one and a half years. This is one of the strongest trends; people get happier as they get old. His work is rich with such trends and dependencies; whether it is aboutthe correlation of the self-perceptionof thin and fat, beautiful and ugly, approval rates for politicians more approval before election and rock- stars more approval after death or the date-related sentiments, e.g., increase in loneliness, which peaks approaching Saturday. Ever since he turned thirty, he is simplifying his life. He moved from Brooklyn to the Oregon countryside and lets himself be guided by heart and experience. Every day he is post- ing a story with a picture about his emotional journey online.Jonathans jewel box projects are pre- cious contributions to technology and create a space we actually want to inhabit a space in which we feel fne. People get happier as they get old. Jonathan HarrisHuman emotI on DLD1060 DLD10sunDay 24 january jonathan harrisauthor61 61Jonathan harri s makes proj ects that rei magi ne how humans rel ate to technol ogy and to each other. combi ni ng el ements of computer sci ence, anthropol ogy, vi sualart and storytel l i ng, hi s proj ects range from bui l di ng the worl ds l argest ti me capsul e to documenti ng an al askan eski mo whal e hunt on the arcti c ocean. he i s the co-creator of We feel fi ne, whi ch conti nuousl y mea-sures the emoti onaltemperature of the human worl d through l arge-scal e bl og anal ysi s. after studyi ng computer sci ence at Pri nceton uni versi ty, he won a 2005 fabri ca fell owshi p and three Webby awards. he has giv-en talks at Google, Princeton andstanford uni versiti es, and the ted conference. born in vermont,he now floats between brookl yn, nY, the open road, and cyber-space, documenting hi s l i fe wi th one photo a day.Analyzing the rise and fall of emotions over time, you can see that the blogging population is actually getting happier. Human emotI on DLD10Jonathan HarrisAuthor62 DLD10sunDay 24 january aenne BurDa aWarDThe Award for Creative LeadershipFor the ffth time the Aenne Burda Award for Creative Leadership was awarded at the DLD conference 2010. The prize was established to honour successful women, who believe in their visions and have made them come true. The Aenne Burda Award for Creative Leadership was founded in memory of the visionary German Entrepreneur Aenne Burda who died in November 2005. She was one of the great infuential fgures of the post-war generation and built the worlds largest fashion publishing house. Her achievements in the media world and her creative power made her an international role model for women. With determina-tion, irrepressible energy and hard work Aenne Burda turned the idea of the sewing pattern into a global fashion empire. The Aenne Burda Award was frst awarded to Marissa Mayer (Google). In 2007 the prize was given to Cateri-na Fake (Flickr), and in 2008 Martha Stewart (Martha Stewart Living) received the award. Last year the honour went to Investor and Internet visionary Esther Dyson (EDventure).Esther Dyson and Lisa Furtwngler equally contribute to this years lauda-tion for the Aenne Burda Prize 2010 winner. Last years laureate Esther begins the honorifc speech with a riddle: Im last years news. I just few in to give the award to this years winner. Some of you may be able to guess because this woman is really special and many of you know her by her works. Amazingly, shes not one of you techie types. When I asked her whether shed liked maths she kind of wrinkled her nose. I understood that she likes the rules of people not the rules of mathematics. Shes actually a lawyer. Now you are probably really wondering who she is? Shes amazingly good at managing large numbers of people but shes not from Google, Ebay or Yahoo. You are still guessing I hope? She has brought order to chaos. Not by installing ri-gidity and hierarchies but rather by helping people to self-organize. She is: the leader of the Mozilla Founda-tion, Mitchell Baker. The Mozilla Foundation has a very strong political mission. The notion of benign laws to help people interact and the benign notion of cooperating and sharing is the heart and soul of the foundation as well as of Mitchell Baker.Last but not least, Lisa adds a very personal touch with an anecdote in the second part of the laudation: I met Mitchell last year when she was in Bavaria to do hiking and see the beautiful landscape. We had a dinner where I asked Mitchell about Mozil-la and how all that works. She was so kind and patient and explained everything to me. I just fnd it really amazing how a woman can be so powerful, that she created something so unique, and that she realized her visions. My grandmother Aenne Bur-da was a wonderful, energetic woman. I think it is great that you are getting this prize now, because both of you are outstanding personalities. You created something really great and are a role model for many women and men of course.Ultimately, Mitchell addresses some words to the audience: Iam quite honoured. The more Ive learnt about Aenne Burda and the Burda family, the more impressed Ive been with their curiosity, interest in change, and their excitement about the new world. Ive spent almost all of my profession-al life as the only woman in the room when a critical decision needed to be made. I never set out to lead a movement and I wanted to be behind the scenes most of my life. I decided to come more front and centre when the moment needed it. We needed someone to articulate and stand up. People wrote us off as nave until our success became undeniable. It took me a while to realize that Mozilla is a large part of me while at the same time it is this large social movement. When I step outside and look at it, it still astonishes me. Thank you very much!63 aenne burda award DLD10above:stefficzerny and marcelrei chart i ntroduci ng the aenne burda awardbelow:esther dyson,mi tchel lbaker and li sa Furtwngl erright:mi tchel lbaker cel ebrates wi th the aenne burda award6 DLD10sunDay 24 january Ive spent almost all of my professional life as the only woman in the room when a critical decision neededto be made.I neverset out to leada movementand I wanted to be behind the scenes most of my life.as the leader of the mozilla Proj- ect, mi tchel lorgani zes and moti vates a massi ve, worl dwi de col l ecti ve of empl oyees who are breathi ng new l i fe i nto the internet wi th the fi refox Web browser and other mozi l l a prod- ucts. baker received her ba in asi an studi es from uc berkel ey and her Jd from the boal t hal l schoolof law. her l aw career i ncl uded worki ng for sun mi cro-systems and netscape. baker has been the generalmanager of the mozi l l a proj ect si nce 99. in 2003, she became President and founder of the mozilla foundation, a non-profit organization dedicat- ed to openness and i nnovati on on the internet. in 2005, baker l ed the creati on of mozi l l a corp., a whol l y owned subsi di ary of the mozi l l a foundati on. she conti n- ues her commi tment to an open web and i ts i nfi ni te possi bi l i ti es.Mitchell Baker Mozilla Foundation65 aenne burda award DLD10Ive spent almost all of my professional life as the only woman in the room when a critical decision neededto be made.I neverset out to leada movementand I wanted to be behind the scenes most of my life.66cuBatronthe cubatron i s a true three- di mensi onal , ful l -col or dynami c led l i ght scul pture. it can dis-pl ay a pre-programmed show, be control l ed i n real -ti me, or synchroni zed wi th musi c. it i s based on custom desi gned hardware and software systems.DLD10 Cubatron67 cubatron DLD1068 DLD10 69 cubatron DLD10ChairmensDinnerDavid GarretViolonistThe Chairmens Dinner resides in the Hubert-Burda-Hall of the Jewish CommunityCentre in Munich.1 2Chairmens Dinner // Sunday // 24 January // Jewish Community Centre // Munich DLD10 31 Hubert Burda and Charlotte Knobloch President of the Zentralrat der Juden 2 David Garret Violonist // Patricia RiekelBUNTE // Helmut Markwort FOCUS 3 Reinhold Messner lectures about the expedition with his brother on Nanga ParbatChairmens Dinner // Sunday // 24 January // Jewish Community Centre // Munich DLD10 1 2 31 Philipp Welte Hubert Burda Media // Frank Briegmann Universal 2 Yossi Vardi DLD Chairman and his wife Talma Vardi 3 Martti Ahtisaari CMI // Paul-Bernhard Kallen Hubert Burda Media // Marko Ahtisaari NOKIA 4 Baratunde Thurston The Onion // Matthew Stinchcomb Etsy // Jim Breyer Accel // Benedikta Karaisl von Karais Burda Style Group 5 Ulla-Maaria Engestrm Thinglink // Jimmy Wales Wikipedia 6 Randi Zuckerberg Facebook // Sandy Climan Entertainment Media Ventures 7 Helen Fisher Rutgers University discusses with the DLD community7654above:shi mon performi ng l i ve on stage at the dld chairmens di nnerright:shi mon and guy Hoffman 76 DLD10 shimonshi mon, the second roboti c member of Georgi a techs robo-ti c musi ci anshi p Group, i s desi-gned to pl ay the mari mba. it uti l i zes mel odi c and harmoni c percepti on and i mprovi sati on al-gori thms, addi ng to the rhythmi c i mprovi sati on approach taken by hai l e, Georgi a techs fi rst roboti c drummer. shi mon i s desi gned to create ri ch acousti c sound and to provi de communi cati ve soci al cues to i ts human counterparts. the robots head provi des fel l ow musi ci ans vi sualcues that repre-sent soci al -musi calel ements, from beat detecti on and tonal i ty, to attenti on and spati alinterac-ti on. shi mon has performed l i ve on stage wi th human musici ans and over video-l i nk wi th con-ference attendees halfway around the worl d.Shimon Roboter78 DLD1078HotsHot tHe robot DLD10 79hotshotthe roBotli fe i s a characteri sti c that di sti ngui shes obj ects that have sel f-sustai ni ng bi ol ogi calpro-cesses from those that do not. occasi onal l y there are excep-ti ons. the Worlds onl y l i vi ng robot has hands that feel , eyes that see, and a heart that beats. at si x years of age, he i s ri ch wi th experi ence and thi rsti ng for more.burni ng man festi val 04 09internati onalroboGames 1st pl ace best i n show 07 coachel l a musi c festi val 06 09 hunter s. thompson memori al8/20/05ameri can idol round 2 06voodoo musi c experi ence 09of my fri end, i can onl y say thi s: of al lthe soul s i have encoun-tered i n my travel s, hi s was the mosthuman. capt. James t. Ki rkHotshot the Robot80 DLD10monDay 25 january Back in 1982, John Naisbitt said that the industrial age has come to itsend and proclaimed the rise of the information age. As his book Mega- trends introduced the information age, his recent book Chinas Mega-trends intends to update the Western understanding of China.He is convinced that China will dom- inate the next decade, as it will rise to be the second largest economy this year: China and the relationship to the West will dominate our lives for the rest of the century. Demographic facts underline that: two thirds of over one billion people are under the age of 25 in China. This generation is growing up with a totally different socioeconomic background and mindset and will shape the China oftomorrow. China is investing in thisfuture by building innovation sys-tems. Additionally, the leadership of China understands how to create a fertile environment for Entre-preneurs. His wife Doris adds that government policies are successfully achieving the installation of high-tech parks. They are not only providing the top-notch technological environ-ment, but are also creating a social environment in which innovation is fostered.At this stage, they cannot compete with the car companies and their technological experience. It is radi- cally different when it comes to new innovations and technology like elec-tric cars, renewable energy, biotech-nology, robots, and information tech-nology. Keeping this in mind, China emphasizes economical efforts in new sectors rather than competing with the traditional high-tech industries. With the electric car, for instance, everyone is at the same place on the starting line. Additional proof of Chinas innovative capabilities is the support of Warren Buffett. He looked for investment in the electric carglobally, and he made his investment in China. Joe Schoendorf highlights that China, starting from scratch, built the worlds second biggest econ- omy within 30 years. To him, China feels a lot more like Palo Alto these days.John resumes that the West is still ignorant towards the new realities in China. The Google-China situation is merely a blip on the screen, he says, and criticizes that there is more hacking in Russia, but Google is not moving there. It is just a pretext for business considerations, he believes. Generally, John sees a misunderstand- ing in the intercultural communica-tion and the Western perception, and wants to adjust the picture: China is a country with no ideology!The people perceive a new freedom through the recent changes in China and the common spirit is to con- stantly think about how to make their lives better. In the West, we wantto know what the Dalai Lama says. In China, they want to know about the stock market, comments Doris. This explains why a multi-party political environment is not a big issue in China: People in China simply expe-rience a lot more freedom than ever before they are thankful about what they have, and not trying to change the political systems as much as we would. Answering Esther Dysons question about corruption, lack of transparen-cy, and other risks, John responds that the two biggest issues in Chinese news and media are corruption and the environment. Still, there are a lot of things going wrong in China, he admits, but it is also fundamental to show the often forgotten positive picture. Moreover, the Chinese donot recognize the moral standing of the West to lecture China. Finishing with an outlook for the future, John mentions the cleavage betweenthe urban coastal and the rural pop- ulation, the aging population, andthe exploding energy demands asthe biggest challenges China willhave to face.China and the relationship to the West will dominate our lives for the rest of the century. John Naisbittchina81 chi na DLD10john naisbittmEgatrEnds china82 DLD10monDay 25 january thomas cramptonogilvy83 chi na DLD10To understand the digital part, you have to understand in a broader sense what is happening in China.84 DLD10monDay 25 january After hi s studi es i n Utah, Harvard and Cornel l , John Nai sbi tt wor-ked for IBM and Kodak. In 1963 he went to Washington where he became the Assistant Secre-tary of Educati on to President Kennedy, and Speci alAssi stant to Presi dent Johnson. Si nce the global success of Megatrends, he has travel ed around the gl obe several ti mes a year and has spoken to al most al lthe maj or corporati ons of the worl d. He i s the reci pi ent of 15 honor- ary doctorates i n the humani ti es, technol ogy and sci ence. John Nai sbi tt has been studyi ng and vi si ti ng Chi na for more than 40 years. A former professor at Nanj i ng Universi ty, he i s currentl y professor at both NankaiUni - versi ty and Ti anj i n Uni versity of Finance and Economics. He and hi s wi fe di vi de thei r ti me li vi ng i n Vi enna, Austri a and i n Ti anj i n, Chi na.People in China simply experience a lot more freedom than ever before they are thankful. Doris NaisbittJohn Naisbitt Co-AuthorMegatrends China85 chi na DLD10 85Joe Schoendorf has been acti ve i n hi gh technol ogy i ndustri es for nearl y forty years. Joe i s a member and strategic partnerof the Worl d Economi c Forum and has served as a consul tant to the Mini stry of Internati onal Trade and Industry (MITI) i n Japan. Joe j oi ned Acceli n 1988. Previ ousl y he was the Vi ce Pres- i dent of Marketi ng for Appl e Computer. Before that he was Executi ve Vi ce Presi dent for Worl dwi de Sal es and Marketi ng for Ungermann-Bass. Joe came to Si l i con Val l ey i n 1966. During an eighteen year career at Hewl ett Packard he hel d nu-merous computer marketi ng and sal es posi ti ons i ncl udi ng Group Marketi ng Manager and General Manager of the Corporate Account Di vi si on. Joe hol ds a B.S.E.E. degree from Purdue Uni versi ty.Thomas Crampton worked as a correspondent for the Interna-tional Herald Tribune and The New York Ti mes for more than a de-cade, reporti ng from fi ve conti-nents, coveri ng Asi an pol i tics, economi cs and cul ture. Currentl y based out of Chi na, he i s work- i ng wi th the founder of a maj or medi a company on Entrepre-neuri alVentures. Crampton has served as Presi dent of The Forei gn Correspondents Cl ub of Hong Kong. In addi ti on to ci ta-ti ons from Amnesty Internati onal for hi s arti cl es and photography, he i s Co-Founder of the Forei gn Correspondents Cl ub Chari ty Fund. Mr. Crampton was educat- ed i n the Uni ted States at the Uni versi ty of Vi rgi ni a, i n Irel and at Tri ni ty Col l ege, Dubl i n, and i n France at the Insti tut dEtudes Pol i ti ques de Pari s. He speaks English, French, Thai and is learn- i ng Mandari n Chi nese.Dori s Nai sbi tt i s the Di rector of the Nai sbi tt Chi na Insti tute i n Ti anj i n, Chi na and Co-Author of Megatrends Chi na: Ei ght Pi l l ars of a New Soci ety. She al so hol ds professorshi ps at Nankaiand Yunnan Normal Uni versi ti es i n Chi na. Profes- sor Nai sbi tt has a di sti ngui shed career i n publ i shi ng, servi ng as head of the Austri an publ i sh-i ng house, Si gnum Verl ag. From 2002 to 2006 she worked i n cl ose col l aborati on wi th John Nai sbi tts publ i c l ecturi ng i n edi ti ng and transl ati ng hi s books and other works for the German publ i shi ng houses of Hanser, Bertel smann and Frank-furter Al l gemei ne Buchverl ag. Ms. Nai sbitt studi ed fashi on and theatre i n Vi enna at the ac-cl ai med Academy of Perform- i ng Arts. She and John Nai sbi ttl i ve i n Vi enna, Austri a and Ti anj i n, Chi na.Doris Naisbitt Co-AuthorMegatrends ChinaThomas Crampton OgilvyJoe Schoendorf Accel86 DLD10monDay 25 january Data&iDentityFacebook turns into an Identity and Privacy Management System for the Web. Mike SchroepferData and identity are challenged online as major paradigm shifts take place: We see a shift in how privacy is perceived is the content by de-fault private or public? It seems like personal reputation can no longer be controlled anymore. The amount of content shared online (and having to be managed) grows at incredible rates. To give users granular control over what they want to share on the Web, and to make this simple, too, is a huge challenge. And it is now getting even more complex with location-based services. Long-time DLD friend David Kirkpatrick discusses these points with some of the heavyweights in the feld.# part 1Starting off, David is picking up last years conversation he held with Mark Zuckerberg and Mike Schroepfer. Mike is Head of Engineering andpart of the triumvirate that decides where Facebook is heading. Accord- ing to him, Mark is exceedingly clear about the mission and goal of FB: giving people the power to share and connect, and provide them withthe electronic system to do so. Mike prefers to describe FB as two compa-nies: Facebook.com, where the user logs in, represents himself onlineand shares information with friends and colleagues; and Facebook the platform. The Facebook Connect ap- plication within the website createsa bridge between the two worlds, be- coming increasingly important. The second company dedicates itself to the ability of exporting the social graph and identity to the iPhone, theXBox, or somewhere else on the Web. Responding to Davids commentthat according to insiders, FB could end up having no website experience whatsoever down the road, Mike agrees and sees it from the engineers perspective: Platforms are amazing due to their extraordinary high lever- age. There is not a single innovator, but you are tapping in the ecosystem 87of anyone in the world who wantsto participate. That implies twooptions. Either FB builds the bestversion or it provides the glue to bring along the social network toexternal sites and reconnect with them. FB identifes itself as an iden- tity registry, as a communicationhub, and as an import and export API. A major shift in the FB universe can be expected, summarizes David, and asks whether or not constant revolts in the networks architecture dont puzzle the members: It seems like they cant keep up and oftenperceive the changes as something they dont like.Mike speculates that change is always hard for a consumer product, butin order to remain competitive, con- stant innovation is necessary. Possibly following the trial-and-error tactics, FB is getting new products out there, observing the peoples response and adjusting to it. Every release contains learning effects and we carefullylook at the data of how people use the product and listen to complaints, says Mike. He adds: Generally all new designs caused irritation and confusion at the beginning, but ended in a huge increase of usage.Referring to Marks statement atthe TechCrunch Awards which formany sounded like McNealysprivacy is dead, get over it! David spots a company-user communica-tion problem: It seems like a lot of people didnt understand what they were doing when they accepted the everyone privacy setting. Critiques allege that FB is pushing people to reveal more about themselves than they are comfortable doing. Mike frst gets Marks statement straight and clarifes that he only noted that people are increasingly comfortable with sharing online. Nevertheless, he faces the problem and points out that the challenge lies in product design. There are tools to individual settings and in order to improve the com-munication, FB set up a wizard that explains all features. Different from Google, the users profle is still self-edited and follows the rules of self-expression and self-representation. Of course, Facebook Connect stimulates an exponential growth of data on the Web, which is under FBs control beyond inside user control on the profle, but it is the users own decision to connect and publish the information. In this sense, FB turns into an identity and privacy management system for the Web. Only the status updates would be a huge resource of emotions for sen- timental studies like Jonathan Harris work We Feel Fine. Yet Mike setsthe art world at ease: We have con-ducted fun studies like this, but thats not the core product. Facebook is a well-tailored product for very individ- ual experience by customizing.data & i denti ty DLD10Mike Schroepferfacebook89Mi ke Schroepfer i s the Vi ce Presi dent of Engi neeri ng at Facebook. Mi ke i s responsi bl e for harnessing the engineering organi zati ons cul ture of speed, creativi ty and expl oration to bui l d products, servi ces and i nfrastructure that support the companys users, devel opers and partners around the worl d. Before coming to Facebook, Mikewas the Vi ce Presi dent of Engi-neeri ng at Mozi l l a Corporati on, where he l ed the gl obal , col l abo-rati ve, open and parti ci patory product devel opment process. Mike was formerly a distinguishedengi neer at Sun Mi crosystems. He was al so the founder, Chi ef Archi tect and Di rector of Engi-neeri ng at CenterRun, whi ch was acqui red by Sun. Mi ke holds a bachelors degree and a masters degrees i n computer sci ence from Stanford University and has fi l ed two U.S. patents.There is not a single innovator, but you are tapping in the eco-system of anyone in the world who wants to participate.data & I dentI ty DLD10Mike Schroepfer FacebookDavid Kirkpatrick The Facebook EffectDavi d Ki rkpatri ck, Seni or Edi tor for Internet and Technol ogy at Fortune Magazi ne, speci al i zes i n the computer and technol ogy industries, as well as in the impact of the Internet on busi ness and society. He thinks that the impact i s huge. Kirkpatri ck began writ- ing about computing and technol- ogy for Fortune i n 1991. In May 2008 he publ i shed Mi crosoft After Gates, a defi ni ti ve account of Mi crosofts prospects and challenges as its founder stepped away. Other recent Fortune fea- tures have exami ned MySpace, Second Li fe, and Technol ogy i n China. Known for his weekly FastForward col umn on a wi de range of tech topi cs, Ki rkpatri ck i s regul arl y ranked one of the worl ds top technol ogy journal - i sts. Kirkpatri ck appears regu- l arl y at conferences worl dwi de.90 DLD10monDay 25 january We have to not only think about what is technically possible, but also about what is ethically right!David Kirkpatrick# part 2In the second part, Magid Abraham, Todd Levy, Dave Morgan, and Philipp Pieper join the panel on stage and introduce themselves. Dave the in- ternet veteran in the data arena and the battles around it is profession- ally targeting advertisement with his company Simulmedia. Philipp is the CEO of the infrastructure player Proximic which runs services for big advertisement networks. The com- pany refnes and packages anonymousdata. Magids comScore is publicly known for measuring traffc. A more unknown, but fundamental part of the companys business is the analy- sis of identity and behaviour of voluntarily participating people to evaluate whether advertisement has delivered the wanted results. Last but not least, Todd is the Co-Founder of bit.ly, an online platform for sharing and tracking links in real-time asthey propagate through social distri-bution networks.Without trivializing technology,Dave doesnt see any more barriers for data leverage and thinks the real topics are on the business and policy side, that data questions have reachedthe human application layer. What do we do with the data? How do people feel about it? Magid shares his insightsand explains: Facebook knows alot about their users, but the average website only sees cookies. Some people aggregate various websites and compare the data to fnd out more about the user behind the anonymous cookie. The deepest dataset on thatis Google with their many touchpoints, continues Magid. Nevertheless, it re-mains imperfect data, and certaintiesdo not exist. Instead of randomly advertising, you can improve the like-lihood of successful targeting. Even something as binary as gender is com-plicated. Facebook can be accurate on this with the photo archives. The meremail registration or the web-preferences cannot predict the gender exactly. ComScore did a modelling exercise on this, with the perfect information of an entire visitation re-cord of one month, recounts Magid: We tried to predict the gender. For only 60 percent of the users we could tell with 80 percent accuracy.Todd goes into detail about his obser-vation of how content was managed online. It turns out that there are twoclear trends: a decentralisation away from conventional sources takes place,and the content is distributed more quickly. In other words, users share DaviD kirkpatrickthE facEbook EffEct91mike schroepferfacEbookDave morgansimulmEdiatoDD Levybit.lymagiD abrahamcomscorEdata & i denti ty DLD1092 DLD10monDay 25 january Phi l i pp Pi eper i s the Co-Founder and CEO of Proxi mi c. Proxi mi c i s a company based i n Pal o Al to, Cal i forni a and offi ces i n Bei j i ng, Chi na and Muni ch, Germany. The company provi des to l arge ad networks contextual analysis and matchi ng servi ces. Wi th that, partners can i denti fy con-necti ons between unstructured data assets such as web pages or user i nterest profi l es to ad related targeting such as text-ad keywords or di spl ay categories. Pri or to Proxi mi c, Mr. Pi eper worked in Supply-Chain-Manage-ment for Sony Internati onal Europe. He al so hel d vari ous pri-vate equity and management posi ti ons wi thi n Deutsche Bank and Al l i anz Group. Mr. Pi eper hol ds degrees i n engi neeri ng and busi ness admi ni strati on and attended Berlin University of Tech-nology and UC Berkl ey Haas Schoolof Busi ness.Dave Morgan has spent his career founding, building and operating market-l eadi ng di gi taladverti si ng compani es. He was the founder, CEO and Chai rman of TACODA, Inc., an onl i ne adverti si ng com-pany. Most recentl y, Mr. Morgan was Executi ve Vi ce Presi dent of Gl obalAdverti si ng Strategy at AOL, a Ti me Warner company and conti nues to be the non-executive Chairman of The Tennis Company. Mr. Morgan hol ds de-grees in l aw and pol i ti calsci ence and i s a frequent writer, speaker and commenter on di gi talmedi a, adverti si ng and consumer pri - vacy i ssues. In addi ti on to bei ng the owner of TENNIS magazi ne and TENNIS.com, Mr. Morgan serves on the boards of newspa-per Publisher AH Belo, Inc., the Internet Adverti si ng Bureau and the Ameri can Press Insti tute. Mr. Morgan l i ves i n Manhattan.Philipp Pieper ProximicDave Morgan Simulmedia93Todd Levy i s a Co-Founder of New York Ci ty based bi t.l y, where he serves as the Head of Product & Engi neeri ng. bi t.l y i s the pre-emi nent pl atform for onl i ne di stri buted anal yti cs and content shari ng, al l owi ng users to shorten, share, and track l i nks i n real -ti me as they propagate through soci aldi stri-buti on networks. Previ ousl y, Todd was an archi tect wi th Beta-works, a new medi a company focused on startups i n the real -ti me communi cati ons, publ i c col l aborati on, and di stri buti on spaces. He hol ds degrees i n Economi cs and Neurosci ence & Behavi or from Col umbi a Uni - versi ty. Pri or to uni versi ty, Todd was at AOL, where he was a member of the engi neeri ng team that developed MapQuest and Movi efone, amongst other web properti es.It is a dramatic change compared to old times when all of it had to get through the bottleneck of curated media. He says: The content distributors play a very important role in this new ecosystem, whereas earlier just the content creators were as important.data & I dentI ty DLD10Todd Levy bit.ly94 DLD10monDay 25 january There are more opt-ins than opt-outs. The fact that there is little control over the content that is written about the user is a growing issue.The Web destroyed the retention limits for information.their content through links, viaTwitter, Facebook, and the like, and almost in real time. It is a dramaticchange compared to old times when all of it had to get through the bot- tleneck of curated media. He says:The content distributors play avery important role in this new eco- system, whereas earlier just thecontent creators were as important. Magid expresses his concern that de-faults tend to prevail: There are more opt-ins than opt-outs. The fact that there is little control over the content written about the user is a growing issue. The Web destroyed the retention limits for information. Content which is accepted now can be a big problem in ten years from now.Mike admits that tags on compromis- ing photos can be deleted the photo itself cannot. Dave argues that users need to realize that they cannot really control their reputation online very well: You can go to the primary basis and edit the data but you can scarcely control your reputation. Every piece of data on you can never be destroyed totally. Mike tries to becalm: Theres a huge difference between existence and discoverability. Acknowledging the problem, he says that the frst hit on Google is the frst point of reference for many people. If the frst hit is output of ones self-expression, one regains control. Phillip jumps in and mentions that the most natural reaction is to cut down the activities at the cost of losing many useful mechanisms. He suggests that there will be counter services for repu-tation management and adverts to the importance of transparency and control as well as the relevance of a conscientious and cautious mindset of the user. Todd optimistically predicts that fu-ture technology is likely to have better tools to contextualize and pull in more data like reputation, reliability, and relevance, to assure that the best quality information is highlighted.Starting with audience interaction, Mr. Vega from Stanford University offers the approach that a company-centric view should turn into a cus-tomer-centric view. First to respond is David, who defnes his companys view as very user-centric: We want to use the data to delight. We focus on what the users might want instead of what the marketer wants. Mike agrees and says the integration of ads as content suggestions that match the profle are more successful. Phillip stresses that the trends force the industry to work very user-centri-cally. The mechanisms for the quali-fcation of ad performance are based on the engagement of users, and enforce the user-centric perspective.A whole new universe of advertise-ment, data security, and privacy opens up with localization. Most of the services are by default, and one has to opt-out. Others are based on the opt-in mechanism the check-in phenomenon of foursquare. Magid gives food for thought: The location used by mobile devices is tied to a phone number; this phone number is tied to a person. While a cookie is not sensitive, this is really personal. On the one side, it is very effective for advertisement; on the other side, privacy issues are really delicate and sensitive here. Another concerning aspect the au- dience brings up is the space of recre-ation of data about data, and data about its movement. This explosion of collected data will be only more sensitive when robots from the future can access it through technologies like face or voice recognition. Closing thoughts for the appropriate reac-tion to and handling of the massive data embrace control over individual data, and the need for a new class of information and service workers. Or how David puts it: We have to not only think about what is technically possible, but also about what is ethi-cally right!95There are more opt-ins than opt-outs. The fact that there is little control over the content that is written about the user is a growing issue.The Web destroyed the retention limits for information.Dr. Magi d Abraham i s Presi dent, CEO and Co-Founder of comScore,Inc. He i s focused on product devel opment, busi ness strategy and mai ntai ni ng comScores i ndustry l eadershi p. Throughout hi s career, he has been a prol i fi c i nnovator who desi gned pi o- neeri ng marketi ng appl i cati ons that became standards of CPG marketi ng practi ce. Dr. Abraham is an expert on market research, consumer model i ng and i nno- vati ve i nformati on sol uti ons. In 2009 he recei ved the AMAs Parl i n Award, demonstrati ng outstandi ng l eadershi p and sus- tai ned i mpact on advanci ng the evol vi ng professi on of marketi ng research (). Further Awards i ncl ude the PaulGreen award by the Ameri can Marketi ng As-soci ati on and the AMAs Wi l l i amF. ODel lAward. He was i n-ducted i n the Entrepreneurshi p Hal lof Fame. data & I dentI ty DLD10Magid Abraham comScore96 DLD10monDay 25 january changing the equationTechnology can change the equation to fnd a different answer for a sustainable global society. Michael MendenhallMichael Mendenhall, Senior Vice Pres- ident at Hewlett-Packard, tackles the questions of tomorrow. The big forces which are transforming the world economically and socially bear great opportunities in revolutionizing reali-ty. HP targets their operation feldsin energy, health care, and education.Hewlett-Packard is a global company: 70 percent of their revenue is gener- ated outside the US. Consequently, the companys strategy and thinking in the macro level is globally oriented.Worldwide long-term forces change rapidly: demographics, migration, globalisation, and the information ex- plosion are reshaping the landscape. In front of these fundamental econom- ical and societal challenges, Michael Mendenhall shares his macro outlook about the future. By 2025 the world population will ex-pand by approximately 20 percent, an increase from 6.6 billion to 7.8 billion people. These emerging growth pat-terns vary widely by country: in India the number of people between 20and 50 will grow more than 60 percentwhile in Germany the number ofpeople under 60 decreases by about 28 percent. The growing younger pop- ulation in developing markets implies an increasing demand to access new opportunities. At the same time, theaging population in developed mar-kets will have an augmented need insupport and services. The rapid process of urbanization cities worldwide are expanding by 60 million people annually has a signifcant impact for IT. By 2040 the global middle class is projected to swell from 400 million to 1.2 billion. This raises the demand in the current infrastructure.The information explosion is still at the beginning. At the moment, about 20 percent of the worlds populationis online, and 4 billion wireless, hand-held devices are in the market. The 97 changi ng the equati on DLD10information doubles every 4 years, thedigital content even doubles every 18 months. If this data is uncontrolled,it is only noise organized and con- trolled, this data is knowledge.Overall, the infrastructure that has been built over the last 100 years doesnt map the needs of the next 100 years. Fast growing demands aretapping out diminishing resources. With one powerful exception: the idea. The human capacity for inno- vation is our greatest resource. A revolution is taking place in the world of information: open industry stan-dards (hardware) led to the democra-tization of technology; the respective software automates processes, man- agement, and knowledge discovery; and the transformation of growing digital content transmitted to always- connected mobile devices in real time ultimately delivers everything as a service. Michael stresses: In the future there will be more people with more access to more information wherever and however needed!In all this, technology presents a pow-erful tool to get the right information to the right place at the right time. It enables better resource utilization and decision-making, and applying IT will play a crucial role in fnding a so-lution to the biggest challenges of our society. Projecting this intelligence from the cloud out into the world can change the equation for the most fun-damental societal obligations: energy, healthcare, and education.In the energy feld, IT has the poten- tial to make the energy-intensive processes more transparent, effcient and light. Michael gives an example: in 2007, 2.3 billion magazines were never read. A solution to this resource mismanagement is offered by the HP service MagCloud. It produces a magazine on demand and eliminates dispensable warehousing, distribu- tion and waste. The healthcare sector can be profoundly improved with a broader implementation of IT. Digital hospitals can integrate the entire clin- ical experience with technology and industry standards can harness the genomics for personalized medicine.In education, IT expands the horizon of what education can deliver. In a partnership programme with UN-ESCO, HP launched the Universitye-Infrastructure for Africa with a cloud- based model, shared computing stor- age and remote laboratories. Mobile education broadens communities,the economy, and stimulates intercul-tural communication.For the future, Michael desires truly sustainable cities, a highly personal- ized healthcare system available for everyone and an education without boundaries fuelling global economic prosperity: Technology can change the equation to fnd a different an-swer for a sustainable global society.98 DLD10monDay 25 january michaeL menDenhaLLhp99 changi ng the equati on DLD10In the future there will be more people with more access to more information wherever and however needed!Michael Mendenhall is Senior Vice Presi dent and Chi ef Marketi ng Offi cer at HP. The organi zati on oversees brand strategy, inter- nal and external communications, digital strategy, global ci ti zen-ship, integrated design, customer i ntel l i gence, servi ces and op-erati ons, and hp.com. He i s a member of the Worl d Econom- ic Forums Global Agenda Council on Marketi ng and Brandi ng, the Academy of Tel evision Arts & Sci-ences, the senior advisory board of the Executive Marketing Coun- ci land the Marketi ng 50. Most recently, Michael was recogni zed as marketer of the year by the Delaney Report while at the same ti me, HP was recogni zed as the technol ogy marketer of the year by Marketing Dai l y. Mi chael recei ved a bachel ors degree from Emerson Col l ege i n Boston.Michael Mendenhall HP102 DLD10monDay 25 january heaLth103There is a signifcant trend towards personalizedmedicine and the empowerment of the patients.Stefan OschmannTech-savvy trend scout Esther Dyson introduces us to the most important thing at DLD 2010. Healthcare. To-day, the economics of healthcare are based on a huge lucrative market with only a few stakeholders. This session focuses on the effects of user-gener- ated content and personalized researchon the traditional industry and the perspectives of this feld, respectively. Is healthcare the next market to be disrupted?The evolution of user-generatedcontent has not spared the healthcarelandscape. Services advertise forpeople who are trying to stay healthy.People share health tips and try to engage other people in healthier be-haviour, and markets for sensorsand devices that measure the conditionof your health are emerging. The lions share of established doctors and scientists call this unscientifc, andreact like priests in medieval times: We read and interpret the bible for you. Theres no need for the Guttenberg bible, compares Esther. She consid- ers the shift towards user-genera