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BOOM OCT 14WIRED.CO.UK

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THE DARK SIDE OF THE MOONThe Apollo 8 astronauts were the first people to see the dark side of the moon with their own eyes. The black ceramic [ZrO2] Co-Axial Speedmaster salutes the pioneering spirit that took them to a place no human had ever been and it pays homage to the Speedmaster Professional chronographs worn by everyApollo astronaut. OMEGA is a proud partner in mankinds greatest dreams.

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World-conqueringAITheres a new AI rm fromthe creators of Apples Siri but its just one in a wave ofintelligent AI startups

132Design specialRon Arad has constantlyrefreshed his creative vision.Here, he shares his rulesfor innovative thinking

108We are scienceHow do you get the generalpublic interested in scienticresearch? You turn it into agame they cant stop playing

146

Server farmGrown in incubators insideMITs Media Lab, CalebHarpers vegetables couldsolve the global food crisis

Caleb Harper, founder of theCityFARM project atMIT, with some aeroponicallygrown vegetables

122122 Power PlantWhen BMW began makingelectric cars, it alsorethought what its Leipzigfactory should be138

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Clockwise fromleft: AnalyticcraftswomanHilda Hellstrm;a 3D-printedGenerico chair;Vincent Deary sayswe must decideto make moreeffective decisions

043STARTThe prophet of hard thingsFrom Airbnb to Zynga, Ben Horowitz,founder-entrepreneur at AndreessenHorowitz, explains what catches his eye

081PLAYDeep-sea robotsTaiwanese artist Shih Chieh Huangmakes glowing robotic sea creaturesusing Arduinos and everyday objects

101HOWTOLife enhancementWilliam Poundstone, author of How toPredict the Unpredictable, on outsmartingbig data and beating multiple-choice tests

025STARTA bit of home at 11,000mNext time you get upgraded, reectthat your luxurious private cabinwas probably designed in London

070IDEAS BANKBrain food andprovocationsShaw Warren; Will Potter;Vincent Deary; Michael Mainelli;Ben Ambridge

092PLAYArt buzzSculpture just got sweeter, thanks toChinese artist Ren Ri and his army of bees.Together, they create bizarre new forms

020STARTThe tar-sands swirlThe Keystone oil pipeline will transportextracted fossil fuel from the tar sands ofAlberta. But is it worth the trouble?

057GEARInteriors specialSun-inspired lighting; smashable vases;plastic Eames chair; fridge-freezerson test; magnetic table; granite sofa

089PLAYPuzzlemasterAuthor James Frey is rewriting the rules foryoung-adult publishing and if you solve thepuzzle in his new book, you win $500,000

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Editor David RowanCreative director Andrew Diprose

Executive editor Greg WilliamsManaging editor Duncan Baizleywired.co.uk editor Nate Lanxon

Science editor Joo MedeirosProduct editor Jeremy White

Associate editor Madhumita VenkataramananAssistant editor Oliver Franklin

Intern Kathryn Nave

Picture editor Steve PeckDeputy picture editor Dalia Nassimi

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Chief sub-editor Mike DentDeputy chief sub-editor Simon Ward

wired.co.ukDeputy editor Olivia Solon

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Contributing editors Dan Ariely, David Baker,Ian Daly, Ben Beaumont-Thomas, Rachel Botsman,

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Director of editorial administration and rights Harriet WilsonEditorial business and rights executive Stephanie Chrisostomou

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Managing directorNicholas Coleridge

WIRED, 13 Hanover Square, London W1S 1HNPlease contact our editorial team via the following email addresses:

Reader feedback: rants@wired.co.ukGeneral editorial enquiries and requests

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Press releases to this address only please: pr@wired.co.uk

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Advertising enquiries: 020 7499 9080

Directors: Jonathan Newhouse (chairman and chief executive),Nicholas Coleridge (managing director), Stephen Quinn, Annie Holcroft, Pam Raynor,

Jamie Bill, Jean Faulkner, Shelagh Crofts, Albert Read, Patricia Stevenson

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OFF-PAGE

Summon thesalmon! How?With a fish cannon!

(I spy a drone in the sky, 08.14) Eric Manuel, via wired.co.uk

338Theamountof commentswired.co.ukstory Nasavalidates impossible spacedrivehasattracted(so far).Conclusion: dontmesswith space scientists

NUMBER OF THE MONTH

If the wind is southerlycan you tell a Hawkfrom a handsaw?

Steiglers miss some flights and be moreproductive theory (Ideas Bank, 08.14): surelythis only makes sense if you assume all timespent inairports isunproductive?WhenSteiglersaid this in the 80s there was likely more truthto it, but as a digitally connected traveller,I make my airport time extremely productiveand nevermiss a ight.Alex Baillie, via email

FEEDBACK PRINT

Time now ies at airports

PODCASTTheresaguycalledKlimchakwhomakesmusicwhilstcooking.Hewantsawaterproofpairbuthell have toputsomeMarigoldsover themfornow.ImogenHeaponherMi.Muglovecollaborators.Formore, visit wired.co.uk/podcast

FEEDBACKHas anyone elsenoticed thesimilarity betweenthe newWorld TradeCenter logo andWIREDUKs logo?@meaganroach_is

WIRED.CO.UK HEADLINE OF THE MONTH

Thats what my skateboard was missing acomputer to tell me what trick I just did (Tricktracker, 08.14). Back in my day we looked atwheel marks on the wall to see who was doingthebiggestwallrides.Wed lookat thewaxon thecurbs to see who was doing the longest grinds.The paint left on the handrails let us know ifsomeoneslid itbefore. Ill passon thecomputer.JimLobatschewskyWhite III, viawired.co.uk

PRINT

Motherboard stupidYvonne Rogers predicted that the sex industrywould see thegreatest changesdue towearablesand AI (The Big Question, 08.14). Separatingsexual activity from an intimate relationshipwith a real person should be treated withgreat caution and care. A bit of balance to thediscussion would help avoidWIRED being opento accusations of blindly worshipping the newanddisruptive.ReverendChrisElms,viaemail

PRINT

Lets not get overexcited

David Tatham, via email

REDESIGN

Please change the frontcover back to the matte andtextured nish Ive cometo see as synonymous withyour wonderful magazine.Shiny gloss only cheapensit its like covering your iPadin a sleeve made of pine.

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DAVID VINTINER

WIRED identiesa slewof futuredesignstars to watch this issue and Vintinerphotographed one: Hilda Hellstrm.Whenapersonisfascinatedbywhattheydo, it always makes for a good portraitshoot, he says. I was particularlyintrigued by her work using materialsfrom the Fukushima exclusion zone.

CLARE DOWDY

London-basedwriter Dowdy took to theskies thismonth to examine the boom inbig-budgettravelinteriors.Qualityoflife in terms of products and services hasimproved somuch for the well-heeled,she says. Airlineshave to,well, push theboat out, in order to produce somethingmore fabulous than their rivals.

0 1 6 / W H O M A D E T H I S ?

SHAW WARREN

A physician-researcher at Massachu-setts General Hospitals InfectiousDisease Unit, Warren writes about thefollyoftestingdrugsonmice.Oneoftheproblemswith thismodel of drugdevel-opmentistheassumptionthatthediseasein mice is the same as in humans, hesays. This premise might be wrong.

arrowMAKING WIRED / ALL ABOUT THE DETAILS

WIREDscreativedirectorAndrewDiprosegotupcloseandpersonalwithourcoverstar,designtitanRon Arad: Its a risk sticking cover lines to yoursubjects face what if the lines change?What ifhe has terribly greasy skin? Mr Arad was a truegenthecompletelybought intoourconceptandwasverypatientwithusaswecoveredhiminbitsof paper. And, for the record, his skin is lovely.

KEVIN GRAY

NewYork-basedGrayheadsdownto thefarm at MITs Media Lab in Massachu-setts, to reviewthe futureof foodgrownlocally, in cities. Theres a lot ofmoneyvested in maintaining the status quo,fromseedrmstotruckingandstorage,he says. Thats why all the change iscoming frompeople outside the elds.

WILLIAM POUNDSTONE

InHowTo,theauthorofHowtoPredicttheUnpredictable shares his tips on beatingthesystem.Imakecontrariandecisionsseveral times a day, he says. I use therightmost seconds gures onmy digitalwatch.Ataglance, theresa50/50chancethenumberwillbeoddoreven.Usefulfora strategic random l/r choice in sports.

The buildingopposite MITsCityFARM, fromwhere this shotwas taken, wasntjust off-limits, itwas also still underconstruction. Sorry,health and safety

CONTRIBUTORSarrowMAKING WIRED / ROOFTOP ESCAPADES

Chris Crisman travelled to the MIT Media Labin Massachusetts to photograph the future offarming: Theglow fromtheCityFARMgrowingLEDscouldbeseen fromacross theCharlesRiver Iwantedtocapture thatglowfromtheoppositebuilding. I cant go intohowwewereable togainrooftopaccess lets justsaythat thegreatmindsatMIT are very capable of solving problems

THE ONE RE-IMAGINING WHATS POSSIBLE

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Alongwith technologyand innovation,WIRED has always been a magazineabout design. The most animateddiscussions inourHanoverSquareofcetend to be about designed experiences,product design, interaction design,business-model design - pretty wellanywhere a combination of talent, userfocusandempathycancreateamagicaland curated experience. Which, inits breadth, gave us our own creativechallenge: for this, our annual designissue,whoshouldwehaveonour cover?IdmetRonArada few times throughhis connectionswiththe Serpentine Gallery and the Royal College of Art, butwhen we got talking over a dinner in May, I realised thatherewas a hybrid thinker andmakerwhohas not stoppedreinventinghiscraft fordecades.Fromfurnituretobuildingsto industrial products to perfumebottles, Aradhas shownthat a bold approach to both interpretation andmaterialscan surprise, engage and delight. Plus, in his teachingand mentoring roles at the RCA, he has inuenced moreemerging stars than any other active practitioner I couldthinkof. Britainhas longbeenaworld-classhubof creativetalent producing everything from fashion to motorcars.Throughout this issue youll meet the people designingthe future whomwe think youll be seeing a lotmore of.

Regular readers will know that we often get glimpsesof the future throughour visits to campuses such asMITsMedia Lab. The project that blewmymind onmy lastMITvisit had nothing to dowith robots, foldable cars or brainprobes. Instead,onthe labsfthoorbythecoffeemachine,was a row of incubators growing lettuces, kale, tomatoesand strawberries. This was CityFARM, a project that hasbeen experimenting with hydroponic and aeroponic

ways to grow crops right at the point of consumption.Over lunches, Media Lab students would eat locallyproduced salad that was organic, nutrient optimised andhad not travelled long distances. And that, says projectfounder Caleb Harper, might just be the way to solve theimpending global food crisis.

Harper who himself grew up on a ranch claims thatthis method for growing crops is 70 to 90 per cent morewater-efficient than conventional farming, uses 60 percent less fertiliser and zero pesticide, and produces ripefruit and veg far quicker than conventional agriculture.But what hed really like to do, he told me, is to buya cheap skyscraper inDetroit maybearoundan$800,000cost at current rates and turn it into a vertical farm.Gotta love creative design thinking

BSME ART DIRECTOR OF THE YEAR, CONSUMER 2013 PPA MEDIA BRANDOF THE YEAR, CONSUMER 2013 DMA TECHNOLOGY MAGAZINE OF THEYEAR 2012 DMA EDITOR OF THE YEAR 2012 BSME EDITOR OF THE YEAR,SPECIAL INTEREST 2012 D&AD AWARD: COVERS 2012 DMA EDITOR OFTHE YEAR 2011 DMA MAGAZINE OF THE YEAR 2011 DMA TECHNOLOGYMAGAZINE OF THE YEAR 2011 BSME ART DIRECTOR OF THE YEAR,CONSUMER 2011 D&AD AWARD: ENTIRE MAGAZINE 2011 D&AD AWARD:COVERS 2010 MAGGIES TECHNOLOGY COVER 2010 PPA DESIGNEROF THE YEAR, CONSUMER 2010 BSME LAUNCH OF THE YEAR 2009 David Rowan

FROM THEEDITOR

Sarah van Gamerenand Tim Simpsonof Studio Glithero,and their print-presspaper aeroplanes

N E W S & O B S E S S I O N S / E D I T E D B Y M A D H U M I T A V E N K A T A R A M A N A N / 0 2 1

These pretty patterns aretar sands in Alberta, Canada,origin of the Keystone oil-pipeline system and targetof heavyweight criticismfrom scientists. Tar sandsare the dirtiest step intothe world of unconventionalfossil fuels, claims climatescientist and professorat Columbia University,James Hansen. A proposedextensionmeans 830,000barrels of this oil would owdaily across the Canada-USborder to Steele City,Nebraska, 1,897km away.

Extracting the oil involvesmining vast tracts of land,leaving reservoirs of toxicwaste. Tar sands are muchworse than conventional oil,because it requires a lot ofextra energy to get them outof the ground and processthem, says Hansen.Owner TransCanadasspokesperson, DavisSheremata, demurs: Newdata shows the oil sandsare not much worse thanconventional oil. There area number of conventionallyproduced oils with ahigher carbon intensity,including oil fromcountries such as Nigeria.

Hansen is not alone inhis opposition, though.More than 100 scientists andeconomists jointly signeda letter to the White Housein April. This is a placewhere we cannot go if wehope to leave a healthyplanet for our young people,he adds. Kathryn Navekeystone-xl.com

The tarsandswirls

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ADI AMIT LIKES TO CREATEloveable objects. We want people tocherishourproducts foryears,becausethey are delightful, but also part of anewlifestyle,saysAmit(right).HisSanFrancisco-basedstudio,NewDealDesign,creates personal digital objects suchastheFitbitoneoftherstmass-marketconsumertrackingdevices,aprecursortothewearablesindustry.Nextup:ProjectAra Googles conceptmodular smart-phone, which has been opened up todevelopersandhasa2015targetrelease.You can swap your phones hardwarecomponents pick your own camera,putinahigh-performingprocessingunitor a larger battery, says Amit, whosestudioistheleaddesigneroftheproject.Its reimaginingyourmobiledevice.

Amit comes from a family of Israeliarchitects, but never felt connectedto buildings. Theywere too cerebral.Iwantedthings Icouldhold inmyhandand be tactile with, he says. Beingobsessed with electronics and cars,hedecidedtobeanindustrialdesigner.In1985IsawmyrstAppleMacintoshandit lookedalmosthumantome, I fellin love with it, he says. I loved howdigital electronics couldbea constantcompanion to humans, so thats whatIve been doing for the last 30 years.

BesidestheFitbit,Amitalsodesignedthe Lytro a camera created in aStanford laboratory,whichallowsyouto adjust the focus of a picture after ithasbeentaken.Isawaposterdetailingthe most influential cameras of thelast 150 years the last two were theiPhone camera and the Lytro, whichare both completely different fromregular cameras, Amit says. It's apowerful testament to the power ofdesign. He is now working on moresophisticatedwearablesthatcandetectbiological functions, such as cardio-vascular health data, biorhythms,metabolism and brain activity. Ourstudiotakesunknowntechnologiesandbuildsnewmarketsforthem,Amitsays.Thepeopleherearebeyonddesignerswho create the look of an object theyare architects of a digital lifestyle.MVnewdealdesign.com

The creator of the Fitbit wants to encourage long-term tech relationships

DESIGN FOR LIFE

A NEWCLASS OFPRODUCT:GADI AMITSDESIGNS

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FITBITOriginally aimed athealth-consciouswomen, the Fitbitgot data-loggingto gomainstream.

LYTRO CAMERAIts light-eld techallows users toadjust the focus oftheir photos aftertheyve been taken.

PROJECTARAAGoogle project tobe released in 2015,the Ara phoneuses swappablecomponents.

020 7152 3196CONSULTING@WIRED.CO.UK

How can your business tapinto youthful knowledge?Well show you.Presentations / WorkshopsReports / Events / Design

At 24 yearsold a humanscognitivemotorperformance hasreached its peak.

C A B I N C R A F T / S T A R T / 0 2 5

FACTORYDESIGN

A newcomer to thesector, Factorydesignhas landed its biggestclient so far withEtihad Airways. Thislayout was achievedby using a 5mm-thicklightweight materialcalled E-leather. Atjust 30kg per tripleseat, it reduces overallseat weight by about950kg, which in turncould save $150,000-$200,000 (88,000-117,000) a year infuel. Founded in 1997by designers PeterTennent, Adrian Berryand AdamWhite,it has worked withluxury brands such asMont Blanc. We havelearnt to understandthe intimacy betweenpeople and the objectsor world around them,says Tennent.Coming up: Cabininteriors for FourSeasons Hotelsluxury jet, launchingin February 2015.factorydesign.co.uk

Above: EtihadsThe Residence,one of which willbe installed oneach of its A380sLeft: the newbusiness-classcabin seat inSingapore AirlinesBoeing 777-300ER

JPA DESIGN

With a background inarchitecture and interiordesign, JPA Designs founderJames Park has built areputation for designingon-board areas that makethe best use of limitedspace. Cabins have a nitevolume and airlines are keentomaximise their productsto provide asmuch as theycan for their passengers,says Park. For SingaporeAirlines investment in itsnew Boeing 777-300ERs,Park has created the ultimatebusiness-class cabinwith lie-at seating and

FLYING INETIHADAIRWAYSPRIVATEFIRST-CLASSEN-SUITEBEDROOM,WHICHlaunches this December? It was designed in London, by Acumen Design Associates andFactorydesign.ThaiAirways,SouthAfricanAirwaysandCathayPacichavesoughtoutLondondesigners, too. The pre-eminence of theUK in design education gives the British industryan edgewhen it comes to dening functioning interiors, says Peter Tennent, cofounder ofFactorydesign. In fact, thecabins forseveralairlinesworldwidewerecreatedby fourLondondesignrmsPriestmangoode, JPADesign,AcumenDesignAssociates andFactorydesign.Ourmotor- and racing-car industries are great at high-quality, low-quantity production,saysPaulPriestman,directorofPriestmangoode.Londons fourmainaviationconsultancies,he says, borrow from that heritage. Heres a glimpse into how they work. Clare Dowdy

A bit ofhome at11,000mNext time you get upgraded,reect that the cabin wasprobably designed in London

walk-up bar. These projectsare spearheaded by JPAsdedicated transportationteam, which followsmobilitytrends and adapts themfor aircraft design. Parkrst made his name withrail projects such as theOrient Express. Since then,his client list has includedCathay Pacic, JapanAirlines, US Airways andAmerican Airlines.Coming up: JPA will start todesign airport lounges andcabin interiors for Air Chinaover the next two years.jpadesign.com

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PRIESTMANGOODE

The biggestUK player inthis sector,Priestmangoodehas a Londonstaff of 50. Wehave worked formore airlinesand aircraftmanufacturersthan anyone else,says cofounderPaul Priestman.

This includesLufthansa,Malaysia Airlinesand QatarAirways. It alsocollaborateswith aircraftsuppliers andmanufacturerssuch as Airbus,Boeing and B/EAerospace to sellnew concepts toairlines. Its bigbreak was buildingVirgin Atlanticsrst at-bed seat,pioneering a new

ACUMEN DESIGNASSOCIATES

Acumen hasmore than 15patented airlineproducts ying more than any ofits competitors,claims founderIan Dryburgh. Itslatest project wasinstalling divan-stylerst-class beds forEtihad Airways. Thebedmechanism with retracting androtating lap belts ismade to t into avolume 3.8cm thick,to maximise theunder-bed stowage.A former automotivedesigner, Dryburghdevised BritishAirways rstbed in the sky.Coming up:Acumenis negotiating withairlines to launchits business-classseat which convertsinto the length ofstandard rst-classbeds while allowingfor a high-densitycabin layout.acumen-da.com

type of luxurylong-haul comfort.Coming up: AirFrances newrst-class atbeds, which areover 2m longand 77cm wide,due to theirfully retractablearmrests.priestmangoode.com

American ecologistand hearing specialistCaitlin OConnell-Rodwell is developing anew hearing aid inspiredby elephants. Alongwith sound, elephantspick up ground-based vibrations, asthe skin of their feetand trunks containsmechanoreceptorsthat can sense them.We [humans] have thesame ability to detectvibrations, but peoplewith normal hearingdont focus on it, saysOConnell-Rodwell.

She has partneredwith HNU Photonics,a research companybased onMaui, Hawaii,to develop a patch thatadheres to the skin; thistransduces sound intovibrations, which thebrain interprets asa kind of Braille or Morsecode. When participantstouch the device, tinyelectromagnets vibrate.Mechanoreceptorssense the vibrations,and send signalsto the brain.

It turns out that thevibrotactile sense ofthe hearing-impairedis more pronouncedthan that of people withnormal hearing, becausetheir brains process thestimuli in the unusedauditory cortex. Theresa big population thatis underserved andcould benet from thesame use of vibrationsas elephants. JosephBennington-Castrocaitlineoconnell.com

HEAR LIKEANELEPHANT

Top: Acumens Aurabusiness-class seatsAbove: Air Francesnew rst-class beds

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EOPHYSICIST KARIN SIGLOCH ISusing earthquake tremors to study someof the oldest geological structures on theplanet. In 2012, her team deployed 57broadband ocean-bottom seismometersin the Indian Ocean around the island ofRunion,tostudyhowthe530,000-year-oldvolcanoPitondeLaFournaisewasformed.

The sensors capture everything,says Sigloch (right), a researcher at theUniversityofOxford.Theyhearwhalesandcyclones, butweneed tolter themout tocaptureourprimaryinterest:earthquakes.

Sigloch, a former electrical engineerwho studied at Bell Labs in Murray Hill,New Jersey, uses her knowledge of signalprocessingtobringadifferentperspectiveto geological problems. During her PhD,shedevelopedalgorithms that translatedseismicdata into3Dvisualisations for therst time. I couldnt understandwhy thevisualisations of the interior of the Earthwere so primitive, says Sigloch. Whenmedical doctors scan brains, they see inverysophisticated3D.Wehadnoneofthat.

In2013, shetranslatedseismicdata intoa 3Dpicture of theEarths interior,whichresulted in a completely new theory ofhowNorthAmericawas formed. Wesawa lot of newstuff inwhatwas supposed tobe thebest explored region in thenaturalworld, says Sigloch. She suggests, for

San Francisco-based entrepreneur Ankur Jain, 24, wants to transform your phones address book andcreate a new operating system in the process. His free iOS app, Humin, which launched in August, throwsout the alphabet. Instead, your contacts are ranked according to their relationship with you geography,time of day, how often you speak, where you rst met and so on. When I land in London, my friends therepop up, rather than me seeing Aaron every time I open my phone, says Jain. Humin creates a relationshipnetwork from your email, LinkedIn, Google Calendar and Facebook networks. We also build the languagegraph of how you know these people, Jain says. So you can search for person who I met through Madhuat the WIRED ofce in London last week. All your personal data stays on your phone, so Humin doesntstore any private information. Its not just a better contacts platform. We want to make a social operatingsystem and put real-world human interactions into searchable context. Good call. MV humin.com

Chasing earthquakes

PHONECONTACTS

GETTINGFRIENDLY

instance, that the mountain ranges inthe western part of North America werecreatedwhen the continent collidedwithisland chains that existed in the PacificOcean 200million years ago.

Next,Siglochalsowants todeploymoreseismometers in the ocean floor. Itsharder to do science looking inside ourplanet than lookingat theskies, shesays.Space is transparent and electromag-neticwaves travel easily. To look into theinteriorof theEarth,wehave to [harness]earthquake waves, but they are sparse.Weneed to look in theoceans.JM earth.ox.ac.uk/people/proles/academic/karins

Want to scan our planets core in 3D? Karin Sigloch hasfound a way to turn tremors into visualisations of Earth

Above: geophysicistKarin Sigloch, nearLe Port, Runion,where her researchship was anchoredRight: a 3D rendermade from water-depth soundingsof the ocean flooraround Mauritius

0m6,000m

A Swedish calorie-counting app mineddata from its purchasers to seewho really is eating all the pies in Europe

R I T ONS COUNT S EX ASexercise, Italians dance to stay inshape and Danes love to bike. Thisis according to data crunched bySwedish weight-loss app Lifesum,which analysed the health habits of100,000 registered users from theirdatabase of 6.5million downloads.The iOS and Android app, which

asks users to enter what they eatand how they exercise daily, hascollected over one million data points from its users around the world.

So, atWIREDs request, Lifesum trawled its data banks to compare the food and exercisehabits of the UK, Sweden, Italy, Germany andDenmark for our infographic.Iwassurprisedthat lessthantenpercentofourusersineachcountryloggedrunning,even

thoughitsoneoftheeasiestwaystostay inshape,saysLifesumnutritionistLovisaNilsson.Theresmorewalkingandbicyclingtheseare inthetop-threeexercises foreverycountry.Sowhocomesoutashealthiest?Denmarkeatsdarkbread,a lotofrootandgreenvegetablesand fruit these are high in bre, which is why they have the lowest calorie intake, saysNilsson. Bottom of the list are Germany and the UK The Germans eat a lot of deli andluncheonmeats, which are high in saturated fats and salt; the British count chocolate andcrisps in their top-ten foods. (Here,wevecompared thebestandworst countries foryou.)Next, thermwants togiveyoupersonalisedadviceon improvingyourtness routines.

Were crunching thedata tohelp you change yourdaily behaviours, says LifesumsCEOHenrik Torstensson. Put down the cake, and pick up your smartphone.MV lifesum.com

EATSINTERNATIONAL

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Tablet extra!Download the WIREDapp to see Sweden, Italyand Germanys results

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Your laptop needs help. Most of the worlds laptops are made in the YangtzeRiver region. But the pressure of global demand has left the regions naturalresources stretched and unable to cope. In partnership with the Chinesegovernment, WWF helped create a sustainable development model for theregion,which is home to the iconic giant panda, as well as some 480 millionpeople. Together, we are revitalizing an ecosystem that can support bothpeople and nature. Help us look after the world where you live at panda.org

HELPSAVETHELAPTOP

Fishing boat, Hunan Province, China. Edward Parker / WWF-Canon

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O INSTALLTHEHALIADE 150-6MW the worlds largest offshore windturbine Oslo-based engineeringrmFred. OlsenWindcarrier broughtout its star performer. Jack-upinstallation vessel the Bold Ternhas four 78-metre-long retractablelegs that push down on to the oceanoor before hauling its 18,000-tonnehull 19 metres clear of the water.An on-board crane with a 24-metreoutreachthenstacksthethreesectionsof the turbines 100-metre tower onto a pre-installed foundation, followed by its three 73-metre blades. With crewmemberspositionedat the topof the tower to receive theblades, there is extremely low tolerance formotion, explains Petter Syland, Fred. OlsenWindcarriers engineering manager. Wheninstallation is complete, the shipwithdraws its legswhile ushing jets ofwater beneath thefeet each the size of an average house to prevent suction trapping them in place.

TheBoldTern,which iscurrentlywithsistershiptheBraveTernatawind-farminstallationin theNorthSea, came into service in2013; theHaliade 150-6MWprototype installationhasbeen its biggest challengeyet. Noprevious track record for theoffshore installationof thisturbinewasavailable, explainsSyland. Thevessel had to jackup right to its limit toallowsufficient lifting height.Wewereworking higher than ever before.KNwindcarrier.com

The Bold Ternsfour giant legsmove at a rateof 40cm perminute and caneach support5,300 tonnes

HOW TOINSTALL A

GIANTPROPELLER

INSTALLA crane wrappedaround one legstacks the towersections, followedby the generator andthree turbine blades.

PRE-LOADThe legs are loweredin pairs, placing halfthe vessels weighton to each andpushing them downinto the sea oor.

JACK DOWNAfter installation, thesamemechanismused to lift the vesselis reversed to lower itand withdraw the legsfrom the sea bed.

JACK UPThe Bold Tern liftsitself by insertinga series of fourmoving pins perleg into holesalong their length.

POSITIONThree VoithSchneider propellersrotate on a verticalaxis to enablethe Bold Tern tomove into position.

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RAISE THE TITANICTURBINE

Need to x a 150-metrewide propeller inthe middle of the NorthSea? Youre gonnaneed a bigger boat

HE BEST THING ABOUT WORKING FOR THE US NAVY ,according to chemist Heather Willauer, is developing new technol-ogies. That and access to the toy cupboard. One of her projects involved50-tonne blasts of TNT and water mist. That was great, watching that gokaboom, she says.Willauer is busy turning seawater into jet fuel. See, theingredients for vehicle-powering hydrocarbons exist in every drop of

seawater hydrogen (in the form of H20) and carbon (as CO2). But nobody knew how to separate and collect the stuff.Willauer, theprincipal investigator for theUSNavalResearchLaboratory, hasbeenworkingon theproblemsince2006,

and inApril her teamsynthesised a batch of fuel, put it in a remote-controlled planewith an internal combustion engine(above), and held their breath. The plane ew. Thismeans aircraft carriersmay one day be able to use power from theirnuclear reactors tozapmolecules fromtheoceanandrecombine theminto fuel for theirghters.While the liquid topropelthem is still in the R&D stage, Willauer says a person holding a vial of fuel rened from the sea wont be able to tell itfrom the stuff thats pulled from the ground and the jets wont know the difference either.Matt Jancer nrl.navy.mil

Above: US NavyresearcherHeather Willauerwith a modelP-51 Mustang MkII

Researching for theUS Navy isnt all

paperwork therereexplosions and

remote-controlledaeroplanes, too

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Twice a week,freight trains fullof uncolouredparafn wax visitthe factory. Anoil-lled boilerheats the traincars with steam,and the gloop ispumped into silosthat hold up to4,535kg of waxeach. The plantempties a silonearly every day.

The sharingeconomy can alsocome in handyfor the one percent. Flybladelets holidayers

share helicoptersto the Hamptons;YachtPlus letsyou divvy up asuperyacht; atJumpseat, youcan carpool inprivate jets;

and 3rdHome isAirbnb for luxuryhomes. But yourbutler alreadyknew that.

JUMPINGTHE TREND

The rst box of Crayolasrolled off the productionline 101 years ago, and todaythe companys Easton,Pennsylvania, factory turnsout 12 million crayons a day.We maintain the processas though we were makingfood, says Dave Farkas,manager of manufacturingquality assurance at theplant. Makes sense, givenhow likely its consumers areto put the product in theirmouths. Heres how Crayolamakes the iconic (butinedible) sticks. Elise Craig

How Crayola makes crayons1. MELT

Pumps move thenewly colouredliquid into a at-topped, water-cooled steelrotary mouldwith 110 crayon-shaped cavities.An ejectionstation spits outthe crayons, anda robotic armcarries themto the labellingoperation.

3. POUR

Crayons are fedinto a big metaldrum, where theyget labels andadhesive. Theyare then storedby colour ininventory boxes.

4. LABEL

From the silos,the wax moves tothe mix kettles.Operators addstrengtheningadditive andpowderedpigment. Theamount variesby the saturationand opacity of thecolour yellowrequires a few kgper 113kg batch;black a lot more.

2. MIX

ROYGBIV colourscome off theline every day,but exotics periwinkle, say must wait untilthe factory ismaking largerpacks. Thenoperators feedthe sticks intofunnels, whichdrop one ofeach colour onto a platform soa mechanical armcan sweep theminto a box.

5. PACK

A laser etchesa date code onthe cardboard,and a metaldetector makessure nothingbut crayon isinside. Then,robotic packingmachines bundlethe boxes on topallets, or into thecardboard displaycases that awaitlucky childrenin the schoolclassroom.

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THESE ARE THE ORBITS OF EVERY POTENTIALhabitable planet in our galaxy detected by theNasaKeplermissionall233ofthem.CreatedbyUniversityofCalifornia,BerkeleyastronomerAlexHarrisonParker, thevisualisationdepicts only planetswhose distance froma star allows theformationofwater, anddisplays eachorbit over the courseof1,000daysasasinewave.Acompleteorbitrunsfrompeakto peak; thewidth of the line represents the planets size.

Kepler monitors over 100,000 stars continuously,Parker explains. Periodically, there are very small dipsin the brightness of the star as a candidate planet passesin front. The duration between those events tells ushow long it takes the planet to complete a single orbit.

WAVES OF DATAFROM SPACE

Nasas Kepler spacecraft has spent more than ve yearspeering at stars, looking for exoplanets. Heres what it saw

0 3 6 / S T A R T / K E P L E R S P L A N E T - S P O T T I N G / E X C I T I N G I D E A S

This visualisation allows astronomers to estimate a range ofinformation about the planets, including mass and temperature,and has led to the discovery of one potentially Earth-like planet,Kepler-186f. ButParker stresses thathabitability isnot as simpleasaplanets distance from its star. Venus is in thehabitable zone,heexplains. Butbecauseof itsatmosphere, its totallyuninhabitable.

Although Keplers original mission was interrupted in May2013 by a system failure, the planet search continues. Forone thing there is still a wealth of data to be analysed 3,257candidates remain to be conrmed as actual planets. And in May,Nasa announced the start of a new mission, K2, which uses solarwinds to stabilise the telescope, allowing it to continue searchingout planets. Good hunting, Kepler. KN alexharrisonparker.com

Kepler launchedin 2009 and is stillgoing, despite twomalfunctioningreaction wheels

The Aether Coneis currently top ofmy wish list. Withits simple, elegantdesign and built-insmartness, the Coneis a device which willmake life that little bitbetter. Its a speakerwhich links directlyto your streamedmusic services andlearns, within a matterof days, what youlisten to and when, anda host of your othermusic preferences.

WHATS EXCITING

JUDE OWERFounder andCEO,Playmob

E A R L Y A D O P T E R S

Now that wereheading for winter,Ill be using myLitePod Compactwhenever Im workingat my desk early inthe mornings. Thisdesktop-sized SADlamp helps me tocounter the body-clockconfusion causedby using [electronic]devices late at night,and will improve mymood and productivityas we approach themonths of darkness.

WHATS EXCITING

DEANA MURFITTChief people ofcer,UnrulyMedia

I used to be a die-hard BlackBerry user.Why? Its keyboard I couldnt get used tovirtual keyboards. Myentrepreneurs usedto tease me. The TypoKeyboard gives methe best of BlackBerry(physical keys) onthe best smartphoneplatform (iOS). Despitelegal difculties(BlackBerry has triedto ban them), you cannd Typos on eBay.Harry Lambert

WHATS EXCITING

HUSSEIN KANJIFoundingpartner,HoxtonVentures

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STREETHUB

London-based StreetHubcollects the vibrancy of thecapitals myriad independentretailers the quirky, theartsy, the crafty andbakes them into a one-stopshopping app. Think indie,but for the mainstream.iOS, free streethub.com

JUICES

British nutritionist andjuicepert (thats juiceexpert for those new tothis columns portmanteaus)Natalie Savona hascontributed 400 fruity drinkcreations to this smartbut simple recipe app.iOS, 2.99 aimermedia.com

DINNERTIME

Kids playing smartphonegames at school? Spousetexting through dinner? Thisapp is your remote-controlledkill-switch. Set time limitsand remotely disable devicesfrom your own phone.iOS, Android, free & paiddinnertimeapp.com

PARALLELS ACCESS

Mac or PC left at home orthe ofce? Creators of theParallels virtual operatingsystem software have amobile app that lets youaccess your computer fromthe bus, train or beach.iOS, Android, free (plussubscription) parallels.com

FISH OUTOFWATER

Weve found this game hasmade recent commutesas fun as they were whenFruit Ninja rst came out.Made by the same studio, itinvolves hurling sh acrossthe sea for scores givenby virtual crabs. iOS, freehalfbrick.com Nate Lanxon

FLY

The most exciting videoeditor for iOS. Wirelessly syncup to four iPhones for easymulticam, shoot picture-in-picture movies, edit avoiceover commentary intoyour existing clips, and more.iOS, free with in-apppayments editonthey.com

WEIRD

WIRED

A P P S O F T H E M O N T HJAPANESE DESIGNER SATOSHI SUGIE WANTS TO REDESIGN THEwheelchair; but rst he had to reinvent thewheel. We created a frontwheelmade up of 24smaller ones, so it can make very tight turns, explains the CEO and cofounder of WHILL.The California-based startup wants to transform the everyday lives of wheelchair users an estimated 1.2million ofwhom live in the UK.

WHILLhas created theType-A (pictured),with twoomniwheelsmountedat the frontofits 60cm-wide frame, giving a turning radius of just 71cm.The four-wheel drive can traversegrassandgravel, and iscontrolledbyamouserather thana joystick.Userscanalsoadjust thechair remotelyusinga smartphoneapp. Sugie claims thebatterywill last for 19kmat speedsup to 10kph, and that the chair gives users amore active posture thanks to its raised slidingseat. Wewantedtocombatthenegativeassociationwith illnessorweakness,hesays. Imetayoungboywhosaidhegaveupgoingtoschoolbecausehewasembarrassedbyhiswheelchair.

The $9,500 (5,600) Type-A will be released in the US this autumn; due to US Food andDrugAdministrationwheelchair regulations, therst 250will be sold as personalmobilitydevices. A second model for medical use, called Type-M, is currently being developed.Sugie hopes to launch it in the US, Japan and Europe in 2015. The wheelchair hasntchanged formore than 80 years, says Sugie. That is too long.OFwhill.jp

Mobility withdesirabilitySatoshi Sugies four-wheel-drive chair is

controlled by mouse and can talk to your phone

TheType-As wheelslet it clear curbsup to 7.5cm high

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JAN. 6-9, 2015

LAS VEGAS, NEVADA

CESWEB.ORG

#CES2015

IF EXPECT THE UNEXPECTED WERENT SO EXPECTED,WED SAY THATS EXACTLY WHAT TO EXPECT.

The 2015 International CES. Four days of business, innovationand exactly what you didnt expect. Register at CESweb.org.

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A round of golf?How old-fashioned.These days, if youwant to secure adeal with a techtitan, youd betterstart kiteboarding.It has caught on sowidely that, amongentrepreneurs, itspractically a clich.Attendees atMaiTai Global, akiteboardingretreat in Maui(cofounded by BillTai, a partner atCharles River

THE PROMASTERSELFIE STICKTeens are usingcameras-on-sticks for perfectly-angled seles.promaster.com

Kiteboard yourway to fundingLooking to raise your series A? Extremesports are the Valleys latest networking tool

What it is: Polo played on SegwaysEvangelist: Steve Wozniak, Apple cofounder.The Silicon Valley Aftershocks (the team thatstarted the sport) instigated an annual worldcup named the Woz Challenge in 2006and its been going strong since. The reigningchampions are the Stockholm Saints.

SEGWAY POLO

What it is: Pedal, network, pedal, networkEvangelist: Randy Komisar, partner, Kleiner,Perkins, Caueld & Byers.At weekends, the foothills around the Valleyare full of entrepreneurs on their bikes. Oneregular rider is Nest cofounder Tony Fadell and yes, Komisar is his lead investor.

ENDURANCE CYCLING

What it is: Netball x US football + discusEvangelist: Sergey Brin, cofounder, Google.Last year, San Josemade the sport legit withits American Ultimate Disc League, ownedby Cisco Systems Robert Lloyd. Theareas home team, the San Jose Spiders, isbacked by Lightspeed Venture Partners.

ULTIMATE FRISBEE

What it is: Less water, more powderEvangelist: Susan Coelius Keplinger,cofounder and COO, Triggit.Every March in Park City, Utah, the likes ofDropboxs Drew Houston or Threadsys RobGoldman y/slide down the hills, riskingtheir lives but making connections.

SNOWKITING

Ventures, and SusiMai, a professionalkiter), have includedRichard Branson,Elon Musk andYahoo! CFO KennethGoldman. Forbesestimated the totalnet worth of a recentgathering (eachevent can cater forup to 120 people) at$7bn (4.1bn).Startups born atMaiTai Globalinclude Postagram,which began in 2010when Matt Brezina

was snapping pro-kiters on the waterand wanted to sendone of the picturesas a real postcard.

Theres a certainpersonality willingto try kiteboardingand also stay withit, Tai says. Thatsalso the type ofperson that starts acompany. Here arefour more extremesports favoured bytechs inuencers.Charlie Burtonmaitaiglobal.org

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COOL IFYOU RE 14

20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20X20XXXXXXXXXXXXXXXXXX YeaYeaYeaYeaYeaYeaYeaYeaYeaYeaaYeaYe r fr fr fr fr fr fr fr ffr founounounounounounounounounounounounounounounounounounounounounoundeddeddeddeddeddeddeddeddeddeddeddedded

UMPINGONTHEMAKERBANDWAGONHASNEVERBEENEASIER,THANKSTOALLTHESCANNING,milling andprinting tools available and thats causing aboom inphysical-stuff startups. Londonhas lotsofpeoplemakinggreathardware, but its hard tondeachotherbecauseofhowspreadout thecity is, saysMattWebb, cofounder andCEOofdesign studioBERG. SoWIREDandWebb set out tomap the community.Crowdsourcing data via Twitter, Facebook and Google+, we highlighted independent startups bringing aphysical product tomarket, locating 50 rmswithin theM25, 21 ofwhichwere founded in the past year.Breaking into distributorswithout a track record is very, very hard, explainsWebb. But Kickstarter

allows you to sell directly to customers. Its also becoming easier for startups to nd manufacturers.London-based Blaze brought its cycle laser-light (WIRED 08.13) to market via PCH Internationalsaccelerator programme (06.14), which opened up the product-making and -supply companys Chinesemanufacturing links. Blazes path is somethingwe see happening a lot, saysWebb. They have an idea,Kickstart it,move to east London, then startmanufacturing in eastAsia.Andof course theres the natureof the capital itself. London offers a brilliant convergence of overlapping scenes, explainsWebb. Cambridge is up the road, so weve got access to that technology, theres lots of great designcolleges and Tech City has the investor base. Its such a vibrant sharing scene. KN

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EN HOROWITZ HAS HELPED BUILD A WORLD-CLASS PORTFOLIO FORAndreessen Horowitz theMenlo Park VC rm he cofounded in 2009 includingFacebook, Twitter, Zynga, Skype, Airbnb, Fab, Box, Oculus, Jawbone, Lyft andPinterest.Asafounderentrepreneur,hetookdata-centre-softwarestartupOpswarethroughvariousnear-deathexperiences toaneventual$1.6bn(950m)sale in2007toHP.Asablogger,hehasbuiltacult followingfor insights thatbeginwithrap lyricsfromKanyeorNas.Andasanauthor,hehaswrittenafrankbestselleraboutbuildinga business in tough times with advice on challenges such as ring a loyal friendandwith chapter subheadings such as: If you are going to eat shit, dont nibble.Horowitz,whosebookTheHardThingAboutHardThingsportraysAndreessen

Horowitz as so entrepreneur-friendly that partners are fined$10 for eachminutethey are late to a pitch meeting, was in Britain in June to attend the FoundersForum networking event. After a breakfast discussion in which he explainedwhere he saw todays investment opportunities Bitcoin; software-powered

Above: BenHorowitzs blog(bhorowitz.com)has a reported tenmillion readers

A RAPWITH THEPROPHETOF HARDTHINGSFrom Airbnb to Zynga,Ben Horowitz explainswhat founder talentneeds to catch his eye

0 4 4 / S T A R T / S M A R T I N V E S T O R

WIRED:Whattraitsdoyouseeintodaysmost disruptive entrepreneurs?BEN HOROWITZ: The biggest thing incommon that they have is they think forthemselves inanastonishingly antisocialdegree. Elon Musk is certainly like that,PeterThiel is like that,LarryPage is,MarkZuckerberg, Kanye West They have avery strong belief in something of theirown creation, and really no regard as towhether people like it or not.

Not caring what people think couldtherebeanautism/Aspergers-spectrumelement to that?TheAspergianaspect is a littledifferent Ihaveanautisticdaughter.YoucanthinkofautismorAspergersasadeviantnervoussystem. If nervous systems follow a bellcurve, a lot of the entrepreneurs, andgeniuses like Einstein and Van Gogh, arethree standard deviations out. Theres adevelopment of the ability to profoundlythink for yourself: you can think throughanything from first principles andgenerallycometoabetterconclusionthansomebodywhohas readall the literature.Itsquitearareskill.LarryPage is themostamazing example that Ive come across.

Can this be learned?I think that you can certainly get betterat it. You can train yourself to start fromfirst principles. Its harder as you getolder the more you know, the more itmesses you up on that dimension. Its anunnatural feeling togo,OK, dont assumethe sky is blue. Making zero assump-tions is a challenging thing to do. The bigthing is being completely open-mindedand making yourself aware of whatyou have a bias towards. Courage ismore of a developed skill.

Whos themost courageous entrepreneur youveworkedwith?MarkZuckerberg.When Imet him in 2007, he had a full-scale revolt on hishands from his executive team. They all wanted to sell the company; onewas leaking all the company information to the press to force him to sell.For him at 23 to stand up to them and say, Im not going to do that; in fact,Im going to replace all of youwhowant to sell the company

Howdo you keep upwithwhats happening?CertainlyWIRED isgreat, then theres a setof stuffunderneathWIRED, likeReddit, Hacker News. Then in the rm, youve got Marc Andreessen, whospends all day reading stuff and now tweeting. That tweet-stream usedtobemyemail inbox fromhim, so its awonderful service to theworld thathe tweets. We have people who are always discovering new things, likeBalaji Srinivasan, to learn from. He runs the Stanford Bitcoin group, hesa professor of computer science and statistics at Stanford the amountof depth that he has on so many subject areas is really compelling. Thentheresaconstantsteamofentrepreneurscoming inwithnewideas.Yougetan amazing education.We see 2,000 pitches a year; I personally see aboutseven aweek. Andwemake about 20 investments out of those.

IfyouwererunningWIRED,whatwouldyouputonthecoverthismonth?The re-architecting of the data centre is really interesting. Weve seen ahuge number of companies that are able to use the cellphone supply chainto build EMC-grade, IBM-grade stuff by applying software to it multi-petabyte arrays using cellphone memory that are highly reliable. Thatschangingevery layerof thesoftwarestack itwipesoutCisco,EMC,Oracle,IBM, a huge amount of revenue andmarket cap thats up for grabs. Wevejust announced investment inMesosphere we call it one overVMware.They lay an operating system on top of all your stuff. Twitter deployed it,and its working great it got rid of the Fail Whale. Theres nothing youcould buy from any incumbent data-centre guys that would get you thatresult.Another companycalledCumulusNetworks thatwere in [ismakinga] software networking switch that goes into the core of Ciscos business,ten times faster at a third of the cost.Whats not to like?

Whod be on the cover?DontputafakeSatoshiNakamotoonit[Laughs]Istill thinkthat95percentof theBitcoincoverage is so faroffbase its amazing. [AndreessenHorowitzhas invested inBitcoin companiesCoinbase andTradeBlock.]What does itmean tohave adistributed ledgerwithno central authority?Weve spent alotof timewiththeUSregulators.Despitewhat thepopularpresswrites, itsnotanonymous itspseudonymousand itsvery traceable.Theyveryeasilyarrestedall theguys fromSilkRoad: once theygot the site, they could traceeverybodythroughBitcoin. Its likeemail.Thatsgreatbecausecash isveryhard to trace. So the regulators arenot so inclined tokill it. And theres a lotofpoliticalmovementnot todependonthebanks foreverything,givenwhathappened in thenotdistantpast. [Laughs]The talkwith theregulators isnthowwe should shut it down, its how tomake it as safe as possible.

TheHard ThingAbout Hard Things (HarperCollins) is out now

WIRED

Z-Man

Big Action

Song Exploder

Emojinalysis

EXPIRED

Not All Men

Big Society

Mumblecore

ELIZA

TIRED

X-Men

Big Data

Behind the Music

Which X Are You?

full-stack startups such as Uber andZenefits; and companies rethinking thedata centre to kill Cisco and IBM hespoke to WIRED editor David Rowanabout what he commonly recognisesin the most creative entrepreneurs.

HARDTRUTHSFROM BENHOROWITZSBOOK

What I call theLaw of CrappyPeople states:for any titlelevel in a largeorganisation, thetalent on that levelwill eventuallyconverge to thecrappiest personwith that title.

Peacetime CEOsets big, hairy,audacious goals.Wartime CEO istoo busy ghtingthe enemy to readmanagementbooks writtenby consultantswho have nevermanaged afruit stand.

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Dont start with the technology, start with the audience.How do they want to spend their time? I think viewers wantthree things. First, they want to relax, to escape and to feelpart of something. This iswhat narrative-driven andevent-ledTV does. Those types of programme will only become morepopular. Second, I want to watch what I like when I like control is important. Third, although I want to be in control,I want it to be easy. Technology often asks us to work toohard. Recommendations need to be as good as a great curator.Netflixs algorithm is very smart, but in the next decade newalgorithms will start to recognise me and my interests, andaggregate from games that I play and websites that I read asmuch as from shows Ive watched.Harry Lambert

NEILHUNTCHIEF PRODUCT OFFICER,NETFLIX

TVwill be smarter andmore personal. Itwill be all about watching what, when andwhere viewers want theyre turning awayfrom the traditional TV grid and usingtablets and laptops to tailor their ownexperiences. Youll see recommendationsbased on yourmood, or whos in the roomwith you. There will be a revolution inpicture quality. Well see a range of richercolours, as well as faster frame rates.

ROY PRICEDIRECTOR,AMAZON STUDIOS

Wewill be in the next era of personalisedTV. It will functionmore like a personalplaylist. A networks showswill beprioritised for each viewer. The conceptof a strictly scheduled broadcast willdisappear. Individual showsmay appearonmultiple networks just as songs can beinmany curated playlists now. TVwill befully social: youwill knowwhat your friendshavewatched andwhat they think.

CECILE FROT-COUTAZCEO,FREMANTLEMEDIA

TVwill move from the corner of theroom to our pocket. Live event TV sport, politics and entertainment willdrive ratings, and the schedule will beirrelevant. People will watch where andwhen they want to, and will be preparedto pay for great storytelling. But aschoice expands, content will need tobe intelligently curated; thats wherenetworks will continue to play a role.

ELI HOLZMANCEO,ALL3MEDIA AMERICA

Projection technology should allowus to privately watch and publiclyshare in newways. As we break freeof the embedded-admodel, we willsee experiments with show formatsand running times. Wewill be playing,appearing and participating in a blendof what we see today as gaming, surngthe net and watchingTV. Wewill meetand gamble and shop in newways.

KEITH UNDERWOODDIRECTOR OF STRATEGY ANDTECHNOLOGY, CHANNEL 4

Today, 90 per cent of total viewing timeis traditional live TV; video on demandaccounts for less than ve per cent ofviewing time. Although C4 was the rstbroadcaster to offer long-form VOD, TVis fundamentally a social phenomenonand humanity is a collective whichprefers to share experiences in themoment. Scheduled TV will shape thenations conversations for decades.

KIM SHILL INGLAWCONTROLLER, BBC TWO AND BBC FOUR

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The WIRED2014 speaker line-up includes leadingcomputer scientists, pioneering doctors, musicians,artists, designers and astronauts. This year alsofeatures our inaugural WIRED Innovation Fellows,a group of people who have the ability to make asignificant positive impact on the lives of thousands,if not millions, of people. More than 50 individualswill take to the WIRED2014 stage, including:

Eric LadizinskyCofounder,D-Wave Systems

At D-Wave, Ladizinskybuilds the worldsfastest super-computers andquantum processors.

Nelly Ben HayounHeadofexperiences,WeTransfer

Designer, artist andbudding astronaut BenHayoun has workedwith stars from Beckto BobbyWomack.

Emiliano KargiemanCEO,Satellogic

Kargieman ispioneering the privatespace sector and aimsto launch a fleet ofsatellites into orbit.

Nina TandonCEO & cofounder,EpiBone

EpiBone grows humanbones for skeletalrepair. Tandon is theauthor of Super Cells:Building with Biology.

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23andMe providesrapid genetic testingfor people curiousabout their DNAmake-up and ancestry.

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Kenyas MobiusMotors designs andbuilds affordablevehicles for Africasmass market.

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Jay Bregman has raised45million in investmentfor Hailo, his app thatpairs passengers withavailable taxi drivers.

Esther DysonFounder, HICCup &The Way to Wellville

Intellectual, investorand trainedcosmonaut, Dysonnow focuses oncommunity health.

UmaRamakrishnanIndias Centre forBiological Sciences

Ramakrishnan usesevolutionary scienceto explain biodiversity,mainly in the Indiansubcontinent.

Ionut AlexandruBudisteanuBucharest University

Budisteanu has builtan AI-controlled carand a device thathelps blind people see using their tongues.

Rachel WingfieldCofounder & creativedirector, Loop.pH

Creative studio Loop.pH has made lightinginspired by molecularbiology and propsfor Paul McCartney.

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WIRED 2014:NEXTGENERATIONDay three ofWIREDs flagshipevent is back fora second year.Designed foryoungminds aged12-18, the day is setto be an inspiringcombination oftalks, activitiesand fun. Groupdiscounts availablefor schools.October 18,wiredevents.co.uk

HOW TO BUILDTHE FUTUREWIRED editorDavid Rowan hostsa conversationwith Silicon Valleyentrepreneur andinvestor Peter Thiel.The event, at KingsPlace, London, willinclude lessons fromThiels new book,Zero toOne, on theprinciples that arefundamental tobuilding success.September 25,kingsplace.co.uk

PIONEERSFESTIVALA celebrationof technology,science andentrepreneurship inVienna.Welcomingover 2,500opinionleaders, the futureofmany industrieswill be discussed.Expect two daysof talks, productdemonstrationsand excellentnetworking.29-30October,pioneers.io/festival

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ILLUSTRATION: LUKE PEARSON

LEFTTO RIGHT

SebastianSiemiatkowski,Klarna

Matthias Krner,Fidor Bank

Annette Heuser,BertelsmannFoundation

Noreena Hertz,author andprofessor

DamianKimmelman,DueDil

IMAGINE 100 PEOPLE IN A QUEUE ATTHEcheckout of a local conveniencestore, Sebastian Siemiatkowski frommobile-payments platform Klarnasuggested. Then imagine that 67of them just put down their basketsand walked out. The store managerwouldgocrazy,but indigitalpayments,wehave to say, Its just theway it is.

Only 33 per cent of online shopperswho click go to checkout actuallycompletethepurchase, the32-year-oldSwede explained. Mobile commerceis even worse of 100 people whoclick buy on their smartphones, onlythree nalise their purchase. Onlinecommerce is in the Middle Ages andmobile commerce is in the Stone Agewhenitcomestomonetisation,hesaid.

Why? Because payment companiesinvent elaborate fraud solutions that

merchant, while we know exactlywhat youre buying, he said. Maybeits a couple of T-shirts or maybeits an iPhone. Then we look at allthe surrounding behavioural datato estimate the specific risk of thistransaction.Weminimise the frictionso its as simple as a click.

The company s new system,Checkout, offers shoppers buyingwith no registration, no passwordsand no downloads. According toSiemiatkowski, in Sweden Checkouthas doubled retail conversion rateson mobile phones. Klarna handles $7billion(4bn)involumeperyear,Siemi-atkowskiexplained,andhasgenerated$200million in revenue with deals inSweden, Finland, Norway, Denmark,Germany,AustriaandtheNetherlands.TheUK is next on his to-do list.

MAKE CLICK-TO-BUYA QUICKER PROCESSSEBASTIAN SIEMIATKOWSKI KLARNA

Proportion ofe-commercewhich now comesfrom mobileplatforms.Pat Phelan

32%

annoycustomerswhile failing todetercrooks.Visa,heargued,hadfraudratesof one per cent when it created thecomplex Verified by Visa passwordsystem which ruined the shoppingexperience for the honest 99per cent.

Iwanttoshareasecret,hegrinned.Nobodyoutsidethisroomcaresabouttheproblemsofthepayments industry.They justwant to click buy.

Klarna aims tomeet that need. TheSwedishstartupuses real-timedata toassess the risk of individual transac-tions such as virtual goods inCandyCrushanddecidewhether toprocessthepurchase. In themajority of cases,he insisted, customers need to enteronly their email address or postcodeinstead of a long sign-in process.

A typical Visa-card transactionknows only the amount and the

W I R E D M O N E Y 2 0 1 4 R E P O R T

CONOMIST AND AUTHOR NOREENAHertz cited a study of paroledecisions in an Israeli court. Beforelunch, judges with low blood sugargranted parole ten per cent of thetime. After lunch, a prisonerschance of parole rose to 65 per cent.If the Israeli research showed thata good lunch has a huge impacton justice, we needed to considerhow elements such as food andsleep could impact global recessionand stock-market booms.Our brains are not the rational,

objective thingswemightwant themtobe,the46-year-oldUCLprofessor,economist and author of EyesWideOpen:HowtoMakeSmartDecisionsinaConfusingWorldexplained.Shethenrevealed her six top tips for makingbetterdecisions,gatheredfrominter-views with economists, neuroscien-tists, Hollywood producers, ghterpilots,ERdoctors,psychologistsanddata scientists. Ironically, Hertzadmitted, her first tip was that we

shouldnt rely on experts. PhilipTetlocks seminal research onexperts, which looked at 62,000expert predictions over a 16-yearperiod, discovered that experts didno better than amonkey throwing adart at a board and yetwe give themso much power, she explained.A study from Emory University thatmonitored decision-making usingan MRI scanner found that volun-teers switched off the independentdecision-makingpartsof theirbrainswhile being advised by experts.Instead, Hertz urged, hunt out

divergent points of view. We tendtoseekout informationthatconrmswhatwealreadybelieve itgivesusafeel-good dopamine rush, she said.But innovative, creative thinkingunderstands we need to destroyideas aswell as create them.She suggested building teams

with different perspectives ratherthan yes men just as the Allies didwhen breaking the Enigma code in

Amount wipedoff the US stockmarket in threeminutes whenthe AssociatedPresss Twitteraccount washacked to sayBarack Obamahad been injured.DamianKimmelman

$200BN

the secondworldwarwith a diversegroupofmathematicians, engineers,antiquarian booksellers, linguists,Egyptologists and crosswordenthusiasts.And, if thatworks,dontbe blinded by its success.In 2007, when Apple intro-

duced the iPhone, Nokia engineershad something very similar butmanagementdecidednot toproduceit. What worked yesterdaymaywellnotwork tomorrow.We also need to get into the right

shape to make decisions. Ouremotions really affect our decisionmaking if were feeling happy,were more prone to take risks anditswhywedo, literally, seea spike ina countrys stock market, she said.Just notice your emotions.Andnallyensurethatreection

is part of your schedule. The onething that every one of the smartestdecision makers I intervieweddid was actively carve out time tothink, Hertz said.

THE 20 BUSINESSES ON OUR STARTUP STAGE

NOREENA HERTZ ECONOMIST

DECISIONSARENOTBESTLEFTTO EXPERTS

0 5 3

Bruce DavisAbundance

Samer Karamalice.

Nicolas CaryBlockchain

Jonathan LevinCoinometrics

Paul PlewmanCurrencyTransfer

Nadav AvidaneToro

KimMillerGuevara

MargaretMacKenzieJustInvesting

EdHodgesInAuth

GrahamThomasJoin SAM

Philippe GelisKantox

John GBoothMidpoint

Gavin LittlejohnMoney Dashboard

Juhi GorePixelPin

Lex DeakQVentures

Peter BehrensRateSetter

Dorian SelzSquirro

Daniel KleinSumUp

JessWilliamsonBarclaysAccelerator

Fredrik HedbergTink

The Startup Stage was as dynamic as the main stage. The full list of speakers:

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INANAGEOFINCREASINGTRANSPARENCYtheresnoplace forVCswithblack-boxinvestments, according to PhilippMoehring, the European head ofAngelList, an online network forstartups and investors. Weshouldallknowhowwecanfundraise,getmoneyand build successful businesses.Venture capital and the crowd shouldlearnhowtoworktogether,he insisted.Back in the 80s and 90s VCs were

crucial to building companies,Moehring said. It was much moreexpensive than today, you had toemploy a lot of people, writing codewasmore complicated and so a lot ofmoney was needed. The gatekeeperswere the only people who couldcentraliseknowledgearoundbuilding,growing and selling companies, sotheytookcontrol [of] thosebusinessesfrom the founders.In2010,AngelListbeganconnecting

startups with investors, Moehringexplained. At the end of last year itwent a step further: startups keptaskingwhytheycouldntclose fundingrounds online. If I can buy a Teslaonline, Moehring said, why cant Ifundmy company online?AngelLists answer is Syndicates,

launched in 2013, at around the timeMoehring was hired from Seedcampto head up the companys Europeanoperation. Syndicates resembles theoriginal investment clubs that usedto gather in London coffee houses inthe late 1600s: the site lets accredited

O BANK LIKESTO ADVERTISE A BREAK-IN,butthetimehascometodeclarethemtotheworld,securityexpertKerenElazarifromGigaomResearchurgedtheroom.If banks dont share such information,she warned, criminal gangs will helpthemselves tomillions everyday.Thecriminalsare innovating faster

than most of us, she said. They arevery organised, surprisingly sophisti-cated and undeterred in their effortstomonetise your assets. Theyre evencrowdfundingmalwaredevelopment.TheIsraelioutlinedrecentattacksby

advertisingmalwareon the front pageof theNewYorkTimes; theprogressofGameoverZeuS, apeer-to-peerbotnetwhich began in 2013 with a denial-of-serviceattackonaCaliforniabankand

investors co-investwithsophisticatedangel investorswhoknowhowtopicka good deal. Moehring pointed toWeblogs, Inc founder and AngelListangel investor Jason Calacanis as ane example of a lead angel.Anangel investormighthave$50k

overveyearsto invest inthehigh-riskstartups asset class, accordingto Moehring. They can usuallyinvest in two or three companies. Bycollaborating with other investors,they can spread the 50k out over 50syndicates meaning they havemorechance of success and can bringmoreinuence to the startups.Anangelcanleadasyndicateoffering

morethantentimestheangelsoriginalfinancing power. The lead angeltakes a ve to 15 per cent carry of theinvestments returns. Regular angelscan essentially raise a venture fundon the y, bring in a group of friendswho are accredited investors andprovideastartupwithanearlyroundofreasonable size,Moehringexplained.Of course, it comes with nancial-

service terms and conditions: Thisisnt crowdfunding, its not a safeinvestmentand it isnot for everyone,Moehring stressed. But founderswill have more and more controlover their company, their fundraisingand growing equity.TheVCcommunityhasntwelcomed

him with open arms, he admitted.Usually the first question is: willeverybody see what Im doing?Because that black box is there for areason: theVCswant tohave theirownproprietary info. They want no oneelse to see where they are investing.Our philosophy is: all the companiesthat are fundraising go to events likeWIREDMoney. You canwalk over andask themfor theirnancial statementsand product plans. You can read theirblogs and Twitter feeds. There is noproprietary information any more,there is no black box. Thats how itworks these days. Welcome to thenew age of investment.

KERENELAZARIGIGAOMRESEARCH

CYBERVICTIMSMUSTUNITE

OUR OTHERSPEAKERSDavid BirchConsult Hyperion

John CoatesNeuroscientist

James BGlattfelderScientist

Annette HeuserBertelsmannFoundation

Nick HungerfordNutmeg

Peter KeenanZapp

Shakil KhanCoinDesk

DamianKimmelmanDueDil

Brett KingMoven

Daniel KleinSumUp

Matthias KrnerFidor

Mike LavenThe Currency Cloud

Gareth MackownIBM GBS Europe

Alexander MittalFundersClub

Pat PhelanTrustev

Lee SankeyBarclays

Jess WilliamsonBarclaysAccelerator

DITCH THE BLACK-BOX INVESTMENTSPHILIPP MOEHRING ANGELLIST

THERE ARETHREETYPES OF RISK, SAIDDanae Ringelmann, the 36-year-oldcofounder of crowdfunding siteIndiegogo. Financial risk,market riskandexecutionrisk.AndIndiegogohelpsto reduce themall.

She citedGravityLight,which askedfor $40,000 in backing on the site andraised almost $400,000, and MisfitShine, a tiny, elegant activity trackerthat tested its price range and colourschemeby launching rival fundraisingbids to see which appealed. This,Ringelmann argued, is the future ofinvestment: What were going to seeis more ideas rising up, faster failureand less waste.Were helping you ndyour market and build your product thenyoure going todeliver.

DANAE RINGELMANN INDIEGOGO

HOWWEMINIMISETHERISKS

has snatched $100m worldwide; andattacks by CryptoLocker, so-calledransomware thatencryptsharddrivesand demands fees to free the data. Inten months it has received more than$30 million in ransoms some paidwithbitcoins, Imight add.

Even very recent solutions can becompromised. Elazari cited multi-factor authenticationwhereby bankssend aPIN to customersmobiles. Sherevealed onscreenwhat looked like amessage fromFacebook warning ofunlawfulattemptstoaccesssomeonesaccount and urging that person todownload a security app to theirphone. In reality it was an attempt bygangs to gain access to banking PINs.

Elazaris solution is more collabo-ration.Workwithsecurityresearchersand bloggers who know the criminalunderground, she said. Collaboratewithtechnologylendersor intelligenceproviders. More than anything, workwith each other. Share informationabout the threats, the attacks and thetechniquesthat thebadguysareusing.

The industry used to be able to sayit was more trustworthy than digitalmoney, she said. But if the differen-tiatoristrust,youhavetoinvesttomakeyour organisation trustworthy.

LEFTTO RIGHT

DanaeRingelmann,Indiegogo

Keren Elazari,cybersleuth

Philipp Moehring,AngelList

In2008,Ringelmannwas frustratedbytheprocessofraisinginvestment.Shewas anMBA student trying to open anoff-Broadwayplaybutcouldntpersuadebackers.InthatmomentIrealisedthatnancewasbroken,sheexplained.Theactors and the audience wanted theproduction togoaheadbutdidnthavethepowertomakeithappentheywerecompletelyreliantonthegatekeepers.

Indiegogobeganofflineasanattempttodemocratisecapital,butRingelmannrealisedithadtobeaninternetbusiness,allowinganyonetoraisemoneyfor justabout anything from $10,000 for anurban garden, tomillions for a projectcalled Solar Roadways, which aims toturn roads, paths and car parks intosolar-electricity generators.

The site has nine million visitors amonth in 224 countries, and 47 percent of successful campaigns are runby women in traditional financialservices, thegure is threeper cent.

One Indiegogo success, Canary, ahomemonitoringdevice,alreadyhadanofferfromaninvestorwhentheproductcame to the site. The terms werentgreat,Ringelmannsaid.Canaryraised$2million in [four] weeks with us. Bythe end of the campaign the originalinvestorsweretryingtopushmoneytothe bank under the original terms, butCanarywas able to renegotiate.

The next step, maybe, is equityinvestment. If people fund for prot,their motivations change. Im excitedto seewhere it goes.

0 5 5

The amountworldwide tiedto the LondonInterbank OfferedRate, the rate forinter-bank lendingand the subject ofa xing scandalexposed in 2012.James BGlattfelder

$350TN

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THANKS FORTHESUNLAMPSDutch designerArnout Meijer wantsus to reconnectwith our circadianrhythms by usinghis lamps, which canbe adjusted from acool, bright white toa warm and soothingred, depending onthe time of day.Hundreds of LEDsproduce a glow thatimitates the morningSun, or a calmingorange sunset whenits time to winddown. 953 (walllamp, top. Otherstbc) arnoutmeijer.nl

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Made from 36squares of whiteCarrara marble andstanding 40cmhigh, the intactvase belowmakesa sophisticatedtable decoration.

But if its a little tooperfect for yourtaste, Moreno Rattiand Paolo Ulianinvite you to takea hammer to theirdesign. With theclassical shape

already outlinedbetween the slats,its easier than youmight think to bashout a vase that willlook somewhat likethe one on the right.tbc cactusdesign.it

POTTED PLEASURES

PHYTOPHILERBYDOSSOFIORITOPhytophiler is arange of terracottaplant pots withappendages thathelp us appreciateour leafy friends.Here, our 29cm pothas two adjustablemirrors to reect thebest side of the fruitor ower, and somemagnifying lenses.Other optionsinclude a net forclimbing plants andaminiature lawn soyour bonsai treesfeel at home. 450dosoorito.com

WHITE LIGHT

ARIELBYJAKEDYSONThanks to JakeDysons heat-pipe technology,the bright LEDsof this powerful66W suspensionlamp are able tofunction at theirideal temperature.This means thata single down-light version of theAriel is perfect forilluminating wholedining tables,workbenches ordrawing boardswith a clear 106lm/W light. tbcjakedyson.com

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MEGALITHTABLE BYDUFFYIt appears to be inmid-collapse, butthis tables ninesteel supports,based on themonolith fromStanley Kubricks2001: A SpaceOdyssey, areperfectly poised.The 75cm-tallglass-top table isassembled on-siteso that its designer,Chris Duffy, canachieve a topplingeffect to suit anyhome. 24,000duffylondon.com

3D LIGHTSHOW

OP-LIGHTBYBILGENURSALTIKThis wall lampsTurkish-borndesigner wantedto explore howtextured panelscould distort light.When its discsare rotated theycreate hypnotising3D patterns. tbcbilgenursaltik.com

DOMINO EFFECT

MEGALITHTABLE BYDUFFYIt appears to be inmid-collapse, butthis tables ninesteel supports,based on themonolith fromStanley Kubricks2001: A SpaceOdyssey, areyperfectly poised.The 75cm-tallglass-top table isassembled on-siteso that its designer,Chris Duffy, canachieve a topplingeffect to suit anyhome. 24,000duffylondon.com

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COLOURFULCLASSICS

MAL 1956 CHAIRBased on the1956 Charles andRay Eames classic,this colourfuladaptation of thelounge chair andottoman is 100 percent plastic. Unlike

the leather andwalnut chair soldby Vitra, its fullywaterproof andcan be safely leftout in the rain adiscreet drainagesystem prevents

water collecting onthe seat. The brandname Mal meansmould in Dutch,and refers to thealuminium-matrixcasting process.995 do-shop.com

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