TREND REPORT WEB SUMMIT 2017 - Cartina
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TREND REPORT WEB SUMMIT 2017
Foreword
Cartina’s vision is to be the catalyst - “creating the curve”. Our mission is to challenge, encourage and collaborate with clients, partners and
colleagues alike, so that together, we can make the world a better place. We enable businesses to benefit from digitalization, whilst ensuring
sustainable value creation for the benefit of their customers, employees, shareholders and society at large.
This report aims at sharing our view of the top trends within technology, digitalization and sustainability recognized at the Web Summit
conference in Lisbon this year. Web summit is the world’s largest tech event, and a global meeting place for the world’s most innovative
technology companies and people interested in how disruption can transform their business and everyday lives. The event takes place during a
couple of days each year and this year Cartina had the chance to be part of it. We really got to experience the latest innovations and meet the
frontrunners within different areas of technology – resulting in this report.
This report consists of 8 global mega trends that business leaders, experts, innovators and disruptors talked about during the days in Lisbon. It
describes our view of the implications of these trends and gives examples of technologies that clearly contributes to new ways of portraying the
world. Furthermore, the report explains the wider consequence of each trend as well as its importance for today’s business leaders. charlotte.mattfolk@cartina.se
Our firm belief is, that the need to understand how current development will impact the future, has never been more important. Companies
struggle to predict the benefits and drawbacks of tomorrow, and business leaders need to better understand how social and environmental
trends, as well as the rapid digital development, will impact their business and future business models. A clear focus during the Web Summit
was the interaction between digital and sustainable which permeated the whole event. Artificial Intelligence (AI) and Augmented Reality (AR)
where two technologies in focus – where AI was portrayed as the most impactful technology we have ever seen – for good and for bad.
I encourage you to take the time to read through the report and please respond to us with your own thoughts! I would also like to thank
everyone who contributed with their insights and to all the inspiring people we met during the Web summit. See you again next year!
I hope you will appreciate the reading.
Charlotte Mattfolk
CEO, Cartina
www.cartina.se
8 trends from Web Summit 2017
1. AI – Doomsday prophecy 5. AR – Augmented revolution
2. AI – The real world superhero 6. Humanity 2.0
3. Mad men to math men 7. Digital democratization
4. Monopoly of innovation 8. Sustainable through digital
1. AI – Doomsday prophecy
“Success in creating effective AI, could be the While narrow AI may outperform humans in
biggest event in the history of our civilization. whatever its specific task may be, for instance “Success in creating effective
Or the worst. We just don’t know”. This quote playing chess or solving equations, general AI, could be the biggest event
from Stephen Hawking at the opening ceremony of intelligence (GI) would outperform humans in in the history of our
Web Summit really set the tone in many of the nearly every cognitive task. civilization. Or the worst. We
following discussions throughout the event. The
There’s no doubt the potential is enormous, both just don’t know.”
discussions about artificial intelligence during Web
Summit were pushed to its extremes; it’s either to do good and bad, but as Stephen Hawking said -
going to save the world, or going to be the end we don’t know how AI will look in the future. But
of it all. it’s right now we decide which direction it will
take. Max Tegmark, professor at MIT, has Stephen Hawking – Scientist, professor and author
Some consider artificial intelligence the most founded the Future of Life Institute that work with
impactful discovery ever made. Intelligence has for reducing the existential risks for human beings
a long time been perceived to be exclusive for living caused by GI. In contrast to other impactful
organisms, but that’s no longer the case due to AI. innovations, such as the car, we do not have any
Artificial intelligence is the creation of
room for error when developing AI. When the
AI was a hyped topic at Web Summit, even intelligent machines that learn from
automobile was invented it had many safety issues,
though it’s already integrated with many of the experience, adjust to new inputs and react like
but we handled these by coming up with new
daily products and tasks in our everyday life, such humans. Using technologies like deep learning
features like seatbelts and airbags. But according to
as SIRI, Google search algorithms and face and natural language processing, computers
Max Tegmark one of the biggest risks with artificial
recognition. The kind of AI that’s mainly used can be trained to accomplish specific tasks by
intelligence, is that we don’t have the possibility to
today is known as narrow AI, because it’s only able processing large amounts of data.
adjust any issues in hindsight. As computers and
to complete a certain task. However, the long-term algorithms today are programmed by machine
goal for many researchers is to develop general learning without any human interaction, we are no
intelligence. longer in control. When machines become
smarter than us, the key issue is to align the
machines with our human values and goals.
1. AI – Doomsday prophecy
Max Tegmark highlights four explanations on how Ensuring that our technological developments
we are going to win the wisdom race and reduce makes everyone better off is crucial for a healthy “I think that robots will be
the existential risks of mankind. democracy. able to absorb human
values correctly – and that
1. Ban autonomous weapons 3. Invest in AI safety research
may be the problem.”
Autonomous weapons are artificial intelligence With the recent hacker attacks around the world,
systems which only purpose is to kill. Countries are the risk of being dependent on IT-systems has been
already developing such systems, and in the wrong revealed. What if AI was in control of nuclear
hands, it could prove devastating. There is a risk plants or other core aspects of our society? We Professor Einstein – Robot
for an AI arms race that could escalate to an AI need AI-systems that we can fully trust, and can’t
war, causing mass casualties. These weapons can be hacked or crash like our computers of today.
be programmed to be almost impossible to turn This cannot be achieved on a corporate level, and
off, placing us humans out of control. Even though many organizations are trying to make AI safety
this sounds like a futuristic Terminator movie, it is research a national priority.
a risk that is present today with narrow AI, and will
4. Think about what kind of future we want
grow as levels of AI intelligence and autonomy
The key issue regards in which direction we want
increases.
the future of technology to take, meaning we must
2. Ensure that AI-generated wealth makes ask ourselves what kind of future we want and
everyone better off invite everyone to the conversation. If we have no
As AI is developed, it can provide an improved clue about what we want, we are unlikely to get it.
living standard for all or a complete misery for an Even though a key takeaway is that we must push
unemployable majority. A key is to figure out how our own cognitive abilities to the limit to really
the wealth produced by AI will be taxed and foresee the future we want and steer artificial
shared. Many economists are worried that an intelligence towards it, the robot named Einstein
increased automation will erode the middle class might suggest that it won’t be easy. Humans
and the difference between rich and poor will be at themselves are probably a greater threat to
an all-time high. mankind than AI in itself.
2. AI – Real world superhero
“To create a sustainable
Many worry about the impact of the future Artificial intelligence researchers agree that, robots
will keep us safer, by establishing cures for future, 10% change is not
development of AI and a great deal of the concern
regards how AI will change the way we do different diseases, enable implants that will make enough – we need 10x change,
menial tasks are widely spread. Whether robots humans better in many ways, and even help us save we don’t have 500 years!”
are here to destroy us or not, current research the world.
projects show that AI could in all cases be used for
the greater good. One example of how AI can help increase our
safety are drones equipped with shark detection Robert Bernard, Chief Environmental Strategist at Microsoft
AI and machine learning are the single biggest systems powered by AI. These shark-detecting
change factors in the future. It will impact all parts drones have been developed to patrol the
of business and society – and it will provide the Australian beaches to assist humans with more
possibility to solve the biggest crises of our time; accuracy than the human eye. Battery-powered
including the climate crisis. AI is no longer drones will provide a live-video feed to a drone AI for Earth is a program developed by Microsoft
considered primarily a corporate tool to operator who uses the software for shark-spotting to empower organizations and people with the
increase automation, but instead viewed as an to identify sharks in real time. Swimmers will then latest technology such as AI and machine learning.
emerging technology to be leveraged to handle be warned when a shark is detected. The system’s
Machine learning is when computer systems
global challenges and solve complex problems algorithms are trained to differentiate sharks from
develop their own knowledge without human
in our society. other creatures, swimmers, surfers and boats by
interaction. This is what allows AI to scale
aerial videos of sharks.
exponentially. Examples are self-driving cars,
Thanks to AI’s ability to break down barriers and
speech recognition and effective web search.
provide personalization to the masses both
consumers and business decision makers believe
that AI will help solve large-scale problems.
More superhero stories
on the next page
2. AI – Real world superhero
Another example of how the use of AI could help Using advanced cloud-scalable algorithms and
us save the world is a program developed by machine learning, diseases like Zika, Ebola and
Microsoft called AI for Earth. The goal is to create a SARS can be accurately detected. This allows aid
sustainable world, by empowering people and organizations to proactively allocate resources
organizations with the help of technology. to prevent an outbreak, potentially saving
thousands of lives.
Microsoft has initiated several projects under AI for Find Collect Detect
Innovations such as these are important to create a
Earth and one of them is called Project
sustainable future. Robert Bernard, Chief
Premonition. This project can with the help of the
Environmental Strategist at Microsoft, concludes Microsoft’s Project Premonition aims to detect
latest technology prevent outbreaks of infectious
that if we want to continue to live on our planet, pathogens before causing outbreaks – such Zika, Ebola
diseases. How it is done in practice is that
10% change is not enough – we need 10x
autonomous drones find hotspots of mosquitos. As and MERS. By using AI technology, robots and data
change, we don’t have 500 years!
mosquitos carry blood from animals in the analysis health organizations can gain data as early as
surrounding area, they also carry genetic possible to predict disease spread. Drones help to find
information of these animals that can be analyzed mosquito hotspots, robots help collect mosquitos, and
to detect pathogens dangerous for humans. To DNA sequencing help detect pathogens.
catch mosquitos Microsoft have developed robotic
traps that with AI can distinguish mosquitos
from other insects by analyzing their wing
movements. After the mosquito has been trapped,
the information that they carry is sent to the cloud
and in just three hours we have information on
99% of all organism that live in the area.
3. Mad men to math men
“The creative way of working
The protagonist and creative genius in “Mad Men” Millions of people are interacting online daily and
who went with his gut feeling is a thing of the past. everything they do generates measurable data.
must die and I think the
1 pivoting.
industry is
The era when a single idea expressed in an
advertisement could drive millions of people to buy To succeed in this data-driven landscape, the Communication should and
a product or service is over. However, companies collection of this type of digital DNA will be key. will be based on data.”
are slow to adapt to this new world. Many brands Thanks to big data and customer intelligence tools
and agencies are still focused on the traditional marketers are now moving from being mad men to
marketing funnel with awareness, consideration math men.
and conversion as catchwords. Relying on this stale Alexander Nix, CEO at Cambridge Analytica
approach is annoying for the customers and make With this shift comes great challenges. Such as the
them less sensible to the advertisements’ intended global conversation and online toxicity. By using
messages. As a marketer, to be able to sustain and AI better conversations can be facilitated
manage the complexity of a continuously evolving through algorithms that measures how violent The General Data Protection Regulation
marketing environment, it is important to sieve and toxic a conversation is. One example of how (GDPR), is a new law from the EU. The law will
through huge amount of consumer data to create data-driven marketing can be used to change the take effect in May 2018. The regulatory framework
personalized ads and content. Coordination of way we communicate and take action is the
requires that all companies with operations within
channels and strategies based on data insights creation of content and ads based on the answers
the EU comply with GDPR. This limits the use and
is key in this evolving era where data-driven people seek.
storage of personal data such as: Unstructured
marketing is industry standard. As Alexander
Nix, CEO at Cambridge Analytica put it – the As extremist groups like ISIS commonly recruit and data (images, text referred to individuals) and
creative way of working must die. Communication spread propaganda on the Internet, Jared Cohen, structured data such as IP-numbers, addresses,
should and will be based on data. CEO of Google Jigsaw, has presented a solution. By medical and financial records.
reaching those who actively look for extremist
We all agree that the internet is powerful and the content, they create content to help those in
amount of time users spend online is continuously risk of being radicalized to find a new purpose.
increasing.
3. Mad men to math men
It could be leading them to a YouTube video where By translating data into engaging content that
the ISIS propaganda is refuted or provide a had the answers people in America were asking
personalized answer to a question like “How do I for and that resonated with their needs,
become a nurse”. Trump’s team managed to find a path to
victory.
If the content becomes more engaging and triggers
the right emotions, it increases the chances that Behind the successful campaign is a company
these people take action and start to rethink. called Cambridge Analytica. A company that have
claimed that they created profiles of more or less The Donald Trump campaign created 60.000 personalized ads on
In the same way as data-driven marketing and all Americans, where each profile contained 5,000 different social media platforms, everyday. On a peak day – 150 000!
communication can be used to protect young data points that could be used to create targeted
people from extremism, data-driven content can and engaging content with political intentions. The
also be used with other purposes and outcomes. A profiles have been created through collections of 10 Colleague
current example of this is Donald Trump’s data from Facebook and other social medias. The
presidential campaign. During the summit Brad data-driven method used by the company is 70 Friend
Parscale, the Digital Media Director for Donald controversial and there is a difference of opinion 150 Parents
Trump’s 2016 presidential campaign explained how about the outcomes. Some people even call it
the combination of creativity and data were “Psyops”, psychological operations, as in the 300 Partner
combined to drive Trump’s success. During the methods used by the military to change the 300+ You
campaign, 60.000 ads were created on different opinion among a large group of people.
social media platforms, everyday. According to How well does Facebook “know” you by analysing your data?
him the foremost important factor in his campaign After 300 likes the social media giant can pin point your
was to understand the needs of individuals and interests better than yourself.
how they actually behave, not what they say they
do.
4. Monopoly of innovation
The traditional definition of a company is often Even though many see Uber as a major disruptor in “Just as skyscrapers were a way
focused around what they do and is easily placed their industry, in essence they are still a cab service of enabling many people in the
within predefined categories. This has meant that and it would be an overstatement to proclaim them same space, Uber will enable a
industry leaders with long expertise in the to have radically improved mobility. But they are new density within
business, trust that their knowledge will be an getting there.
transportation”
insurance for the future. But its no longer a secret
that industry borders are starting to blur and we By 2020 Uber together with NASA will have
Jeff Holden, CPO at Uber
are experiencing a large shift in perspective how developed a Distributed Electric Propulsion
companies view their core business. The key has helicopter, a quiet and 100% emission free
been becoming truly customer centric. Classic aircraft. It can fly approximately 100 km at 320 km
examples of this is Amazon, Netflix and Spotify. per hour, and is fully charged in three minutes -
The products they sell has been around for ages, the same amount of time it takes to board and
but the way they provide them makes the unboard the passengers. It will be less expensive
difference. As these large tech companies are than driving your own car and ten times more
disrupting the traditional industry borders and energy efficient. By landing on rooftops, it also
giving power to the consumers, the consumers solves the issue of traffic in dense cities. This
has realized what’s possible and that they can wouldn’t have been innovated by simply asking
put pressure on industries and drive change. customers what they want. It is still 100% customer
But this doesn’t mean that companies can stop oriented but based on data. Data on how far and
to innovate. They need to focus even more on where we travel, that we spend 5 weeks per year in
innovation. a car and that over 4 billion people live in cities Uber and NASA will together developed a Distributed
today. It is living up to their mission to radically Electric Propulsion helicopter, a quiet and 100% emission
The now classic Henry Ford quote that people improve mobility. free aircraft, by 2020.
would have wanted faster horses when asked about
what they wanted is still accurate. Jeff Holden, CPO
at Uber, stated that Ubers mission on earth is to
radically improve mobility.4. Monopoly of innovation
At conferences like Web Summit it easy to hail the
large disruptive tech companies. But the European
Commissioner of Competition, Margrethe
Vestager, presented another perspective. What if
companies like Google and Facebook are the
major threat to innovation? Competition is
important to create progress, but companies like
Google and Facebook don’t truly experience it, but
what is the option for small businesses if they don’t
want to end up on page 4 on Google? And as the
large tech companies are continuously expanding
into new areas, for example Facebook Messenger
becoming a chat option for business and
supporting online payments, they start to control Google were in June 2017 fined for 2,4 billion Euro
by the European Union. By artificially and illegally
even more information. Data is great for
promoting its own price comparison service in
optimizing the usage of IoT-services, automation
searches, Google denied both its consumers real choice
and improving people’s life in general. But and rival firms the ability to compete on a level playing
controlling large amounts of data shouldn’t be field, European regulators said. The case has been
a way to keep out innovation from others. The appealed, and the outcome of this case can have large
positive impacts would be much greater if data implications for both Google and other tech giants.
wasn’t a company secret.5. AR – Augmented revolution
Tim Cook, Apple CEO, has long anticipated that Amit Singh suggests that AR will take the next step
augmented reality (AR), will have a much larger in hardware penetration and become available for “100 million of
the mid-range segment, followed by the low-end phones are AR ready
impact than virtual reality (VR) in the coming
segment when it becomes even more powerful. in a few years”
years. His prediction was confirmed at the Web
Summit. Amit Singh, Vice President of Business & What we heard less of is in which other products
Operation for Virtual and Augmented Reality at AR will be available for, but most likely we will see
Google, predicts that there will be an augmented different hardware products such as glasses and
revolution in the near future, with hundreds of headsets being AR-compatible. Amit Singh, VP Business & Operations for AR & VR at Google
millions of smartphones being able to effectively
handle AR. Software development
Both Apple and Android have recently released
Although VR can create a more immerse development platforms ARKit and ARCore
experience, AR has a distinct advantage in user respectively, which allow developers to create AR
friendliness and the community aspect. AR has a applications for commercial use. Having effective
lower usage barrier as it doesn’t require any development platforms that everyone is free to use
additional products than those we already use pushes forward the pace that applications can be
today, which allows it to integrate with our produced, as well as supporting a more competitive
everyday life more easily. VR on other hand, is environment. When AR becomes more integrated
limited by a pre-defined area and cables, it also with our everyday life, more opportunities will
disconnects us from the real world completely. The arise where different AR-solutions are demanded.
augmented revolution has just started to pick up By providing development platforms, commercial
speed, and there are mainly two factors how the actors can quickly take action on those business
expansion of AR will take place. opportunities. The key is that AR doesn’t
become a company secret, as setting an
Hardware penetration industry standard would be difficult and the
Today, augmented reality is mainly available for general development of AR will be much
the high-end segment, e.g. the latest iPhone, slower due to the lack of availability.
Samsung Galaxy series and Google Pixel
smartphones.5. AR – Augmented revolution
These two factors combined allow for an enormous Product identification
scalability. We are not required to purchase new With the help of artificial intelligence, AR can
products than the smartphones we already use identify any product you are looking at. Whether if
today on a daily basis, new applications can be you are allergic to nuts and need to know the
more easily created thanks to development ingredients of the cookies, or if you can’t find the
platforms and faster distributed in AppStore and size and price of a dress, all you need to do is
Google Play. So far, the monetization from AR simply look at the products in front of you. No
mainly comes from games (we haven’t forgot longer will customers need to find an available
Pokémon Go yet have we?). Amit Singh predicts salesman to get the information. Additionally, it
that this will still be the case, but there will also be can also alert you about sales offerings or any other
many more areas where AR brings business information about the company, e.g. how the
opportunities. As AR becomes mainstream, we company works with social responsibility etc.
can experience our lives through a completely
new interface – which can enhance and Learning
simplify everyday tasks. We are listing three Lately there has been much buzz about eLearning,
areas where augmented reality in the future can and we will definitely see an expansion into this
provide a large impact. area. For example, using Google Expedition,
teachers can bring their classes on field trips to
AR as a guide watch a volcano erupt, dinosaurs, or dissect a
Ever lost your way in the city? With AR, augmented human body. This is a completely new way to
footsteps will guide your way to your desired teach, which creates fun, interactive and effective
location. This technique would also be widely learning experience. Dinosaurs are not extinct. ZooKazam has developed
applicable in stores as well. Just type or speak a teaching platform were you can project animals
which product you are looking for, and the days of These are only a few areas of AR adoption. As this with AR in the classroom.
running around clueless looking for coconut milk new technology has just started to pick up speed
is gone. with the tech giants as engines, AR will certainly
become a core feature in our everyday life.6. Humanity 2.0
“For humans to be relevant in a
The human brain is remarkable, and the last We will be able to chip our brains to communicate
matter of decades there is no choice
century we have greatly expanded what it means to and learn in a completely new way. In essence, we
other than to unlock our brains and
be human. The technology and scientific become superhumans. Manipulating our bodies in
development has taken us to the moon, created the
intervene in our cognitive
such way has raised discussions about ethical
internet and cured many deadly diseases, and new issues, but exploring and expanding our brain with evolution”
emerging technologies are allowing us to live our the help of neuroscience might be the next logical
lives without boundaries. How we experience our step in the human evolution. Today, we are already
everyday life has already started to shift with AR continuously looking for ways to improve ourselves Bryan Johnson, founder of Kernel
and VR acting as disruptors. As our real world is by analyzing our blood and DNA to foresee and
merging with the virtual world, normal rules of prevent diseases. Tomorrow, we can chip our
physics no longer apply and we will soon be able brains, and go from being reactive to proactive.
visit Web Summit from our couch or even meet a
loved one who has passed away. The only limit is Because humans are the most powerful form of
our imagination. intelligence on earth, we reign superior. However,
Bryan Johnson believes this may no longer be the
Bryan Johnson, founder of Kernel, is case in the future as AI is becoming increasingly
developing technologies to understand and powerful. For humans to stay relevant in a matter
treat neurological diseases. It allows them to of decades, there is no choice other than to unlock
interpret the brain’s complexity in order to create our brains and intervene in our cognitive evolution.
applications towards cognitive enhancement. He Startups such as Biohax are already transforming humans
believes that in 15-20 years we will have tools to into digital creatures by putting a small datachip into the
restore or delete memories, or even create a hand enabling access to the office, gym and transportation
perfect memory.7. Digital democratization
“The hard part of running a
Since the invention of internet, the But Slack is going one step further to create a company is the people. There are
democratization of technology and knowledge has seamless organizational design. By using AI to
few tools that give feedback about
exploded. At Web Summit we spotted how the analyze and understand positive and negative
future of digital democratization is going to look
how our employees are doing”
sentiments, it is possible to identify frictions within
like - and what is happening right now. the organization. It might be a lack of alignment
between different functions and departments, or
The great conversation even between two colleagues. Identifying these
The way we communicate and interact has gone frictions will greatly enhance the overall Stewart Butterfield, CEO at Slack
through major changes the last decade with social performance and culture in organizations.
media platforms as disruptors. But for Furthermore, it can also be applicable beyond
organizations the change has been slower. E-mail is professional organizations. For example, it is
still the most used communication tool, but there proven that toxic conversations online often
are many new solutions entering the field. One of precede violence, and AI can measure how violent
those is Slack which simplifies communication and and toxic a conversation is, enabling us to take on
increases the transparency in organizations. proactive actions to prevent further escalation. This
Stewart Butterfield, the founder of Slack argues would greatly reduce the effectiveness that internet
that its main advantage is that it increases bullies and extremist groups have online today.
information sharing and transparency within Slack is a cloud-based communication platform. Its
organizations compared to e-mail. Each time we original use was for organizations, but with time it has
use Slack, we create signals about e.g. which also become popular as a community platform where
channels we are frequently using and whose people can join channels that discuss specific topics.
Everything that your team discusses in Slack is
messages we are likely to read first etc. These
searchable, including files, conversations and people.
signals can be analyzed via machine learning,
enabling Slack to become an always on duty
assistant that increases the user’s efficiency.7. Digital democratization
Blockchain - Power to the consumer Decentralize AI
Before social media, big media companies were the The automation AI provides is already improving
owners of global conversations and media over 700 professions, lowering costs and increasing
platforms were for the elite, not the general public. output. Still AI is mainly a company secret and
Today, social media is switching their positions. unavailable for public use. AI is also
Most people are yet dependent on banks to handle modularized, meaning algorithms in a self-
their identity and money, but the blockchain driving car can’t recognize the ingredients in a
technique can prove to have the same effect on bag of cookies. To solve these two aspects, Ben
banks as social media had on traditional Goertzel from SingularityNET has created a
media. Blockchain technique is built on an open platform where everyone can contribute and
source platform, where all data and information are use AI-solutions. This means that the barriers to
available to everyone. It removes the need of reach General Intelligence is drastically lowered,
involving a third part, and gives the power to the and AI can come to benefit everyone and not
One way to effectively democratize technology is to
individual. The full potential is still uncertain, but become a company secret.
use open source platforms. The creator of a specific
there are many areas where drastic changes can
code or system can choose to share it on a platform
happen in the near future. Using Bitcoin as a where anyone can freely download, apply or develop it
currency is the most popular example. Another further. Tech giants like Google and Facebook are
enabler that has been discussed is digital identity, a examples of contributors to open source platforms,
technology that has already been introduced in were Android is one of Googles most famous projects.
Estonia. It allows people to safely share their health
records with doctors or sign big business contracts
online. Taking this one step further, we might even
be able to vote digitally in political elections and
have global digital passports.8. Sustainable through digital
“We are in the middle of a sustainable Technology is enabling a change of the energy “We are in the middle of a
revolution empowered by a digital sector with the magnitude of the industrial sustainable revolution
transformation.” revolution, but with the speed of the digital
empowered by a digital
revolution.
transformation”
This is how Al Gore began his closing speech of the
Web Summit this year. With the help from The environmental and social challenges we are
technology, the fate of our planet can be turned facing, from climate change to inequality, are
around. Al Gore explains that the sustainable many. Companies alone can’t provide all the
Al Gore, Chairman at Generation Investment Management
revolution we are facing is empowered by answers to a fully sustainable economy and society.
technological tools based on AI, IoT and machine Rather, it requires changes in attitudes and
learning. Global environmental challenges in a behaviors from all stakeholders as well as
resource-constrained world can be solved by an supportive policies at local, national and
increased access to new technology and international levels. By bringing sustainable
educational opportunities for people and technologies to the market, companies are already
organizations. Technology will help us to eliminate helping us forward.
unnecessary waste, use data to identify necessary
actions, redesign and create new business models,
which ultimately allows us to cut costs, reduce
emissions, and increase resource-efficiency in
businesses, industries, homes and many other parts
of our society.
Al Gore at Web Summit, 2017
One area which Al Gore holds close to his heart is
renewable energy, an area where technology will
have a big impact on the transition from the use of
More sustainable solutions
fossil fuels and the shift to a 100 percent electric on the next page
fleet of the transportation system.8. Sustainable through digital
One example is the winner of the pitch contest at
the Web Summit, a startup called Lifeina. Its smart
use of technology aims to help millions of people to
live a normal life. These people are patients of e.g.
multiple sclerosis, arthritis, Crohn’s disease, and
cancer, who on a daily basis depend on fragile
medication that has to be kept in the fridge. Lifeina
is making the world’s smallest and portable fridge,
connected to an app, allowing users to store,
transport and manage their medication at any
place, any time, knowing that it is at exactly the
right temperature.
Digitalization has dramatically increased impact Lifeina – the winner of the startup pitch contest at Web
Summit – has developed a mini fridge where you can
and rates on how we can drive change, and one
store your medication, for example insulin. With this box
single person can start a revolution - the #metoo
people can relax, knowing that their medicine is kept at
campaign is just the latest example. The will to the right temperature and in a safe place. You can bring
change is a renewable resource - let’s use it. it to work, on travels or just keep it at home.“ There is a potential to unlock $100 000 000 000 in
corporate and societal value through digitalization
– World Economic Forum, 2017Cartina would be happy to further discuss how you
What measures are your can future-proof your company and the strategy
ahead. With 15+ years of experience within scenario
company taking to continue analysis, digitalization and sustainability, we can
improving your challenge truths and inspire action.
customer experience?
Cartina offers seminars to further explain the insights
given at Web Summit and other areas such as the
Are you investing enough in future of consumption patterns year 2025. We can
sustainable transformation and tailor insights for your company and the industry you
are in. This will provide you with an understanding of
innovation to maximize short how your company needs to transform to keep up with
and long term value creation? competitors in the future.
Are you actively leveraging the Cartina can customize an comprehensive report and
offer you a future proofed “Digital Assessment”
business opportunities derived available online. Through analysis of your
from AR and AI? understanding of future impact, your existing
initiatives as well as the organisational capabilities we
can assess readiness and ability to change. We evaluate
your digital capital and offer support for how to grow
this asset.3
1. Future Digital Impact - Measures the extent
aspects of digital to which digitalization will offer new
transformation opportunities and force companies to change.
are measured in 2. Realization of Digital Opportunities -
Measures the extent to which a company has
Cartina’s Digital already transformed, digitalized, its customer
experience and internal operations.
Assessment
3. Ability to Change - Measures the extent to
which companies have key digital capabilities
in place in order to drive change.Cartina’s Why you should use Cartina’s Digital Assessment (CDA) tool?
Digital Assessment The CDA helps you to…
• better understand what digitalisation means
measures a company's •
•
understand if you are doing enough and if you are prepared to meet future challenges
identify areas where different functions/geographies potentially view current level of digitalization
digital maturity & •
differently, are there any deviations you need to be aware about
readiness
establish a common view on the current state of digitalisation
• identify potential focus areas for further digitalisation
The assessment focus on 3 main areas and the results are summarized in 2 KPI’s
Measures the extent to which
Future
1. Digital Impact
digitalisation will offer new
opportunities and force companies to
change.
Realisation of Measures the extent to which a company
2. Digital
Opportunities
has already transformed, digitalised its
customer experience and internal
operations.
62%
55%
Measures the extent to which companies
3. Ability to
Change
have key digital capabilities in place in
order to drive change.
Digital capital
Summarises the current
Digital readiness
Measures the ability
level of transformation to change in relation
and ability to change to digital impact
A digital tool. Easy to use. Engaging & educating. Clarifying gaps & actions ahead
Cartina’s Digital Assessment is easy to use. The assessment is available online, and you can engage larger
groups of people in a short period of time. The summary report give you great possibilities to engage
decisionmakers in your company in developing the roadmap ahead, and to set sharp, measurable targets.A new breed of consultant firm focusing
WELCOME TO on digital transformation and sustainable
business
- VÄLKOMMEN -15
HAMNGATAN
Hamngatan 15 • Founded 2013
• 50+ management consultants with up to 20 years experience within
digitalization and sustainable business
• Clients from large multinational corporations to startups
• Cooperation with Veckans Affärer around Cartina Digital Assessment
– Total Digital
• Continuously following the tech development when traveling to CES,
and run together with SAS a delegation of partner companies to Web
Summit Lisbon, participation at Dreamhack, etc.
• An independent firm which tailor all project exactly after out clients
needs
• 50% women & 50% men
• Creator of “The Future of Consumption Patterns 2025” report which
was voted top 80 events in Almedalen 2017Sources
AI & The Future of Work: A Conversation with Slack – Stewart Butterfield (Slack) & Walter Frick (Harvard BioHax International, 2017
Business Review), Seminar, Web Summit 2017
Breakit, Bitcoin bara början – så kommer blockchain förändra ditt liv, 2017
Clearing the path for innovation – Margrethe Vestager (European Commission), Seminar, Web Summit
2017 Business Insider Tech News, 18 artificial intelligence researchers reveal the profound changes coming to our
lives, 2017
From Mad Men to Math Men – Alexander Nix (Cambridge Analytica), Seminar, Web Summit 2017
Financial Times, Tech turns advertising’s ‘Mad Men’ into maths men, 2017
Hacking the future of our planet – Robert Bernard (Microsoft), Seminar, Web Summit 2017
Forbes, From 'Mad Men' To 'Math Men': Listen To Your Customers, Not Your Gut, 2017
How to prevent a cyberwar – Jared Cohen (Google Jigsaw), Seminar, Web Summit 2017
Future of Life Institute, Benefits & risks of artificial intelligence, 2017
Hybrid Reality: Humanity 2.0 – William Sargent (Framestore), Seminar, Web Summit 2017
Google Jigsaw, Redirect Method, 2017
The Cybersecurity challenge: Our need to protect the world – Brad Smith (Microsoft), Seminar, Web IBM iX , How AI and Humans Are Working Together to Reduce Online Toxicity, 2017
Summit 2017
Kernel, Mission, 2017
The evolution of conversation: Facebook’s Stan Chudnovsky – Stan Chudnovsky (Facebook Messenger)
& Laurie Segall (CNNMoney), Seminar, Web Summit 2017 Lifeina, LifeinaBox, 2017
The innovation community’s role in solving the climate crisis – Al Gore (Generation Investment Microsoft, Project Premonition, 2017
Management), Seminar, Web Summit 2017
PwC United States, Bot.me: How artificial intellligence is pushing man and machine closer together, 2017
The Trump effect, one year on - Brad Parscale (Donald J. Trump Presidential Campaign), Seminar, Web Reuters, Shark-detecting drones to patrol Australian beaches, 2017
Summit 2017
SingularityNET, The decentralized marketplace for AI, 2017
VR and AR: Changing the way we work, play and learn – Amit Singh (Google), Seminar, Web Summit 2017
SvD, Ljusskygg analysfirma utreds – kan ha gett Trump segern, 2017
Uber’s flying cars – Jeff Holden (Uber), Seminar, Web Summit 2017
The Economist, The role of technology in the presidential election, 2017
When the machines outsmart us… - Max Tegmark (Future of Life Institute), Seminar, Web Summit 2017
Universe Today, Uber brings in Nasa engineer to build flying cars, 2017
Will AI save us or destroy us? – Professor Einstein Robot (Hanson Robotics), Sophia the Robot (Hanson
Robotics & SingularityNET) & Ben Goertzel (Hanson Robotics & SingularityNET), Seminar, Web Summit
2017
What it means to be human – Bryan Johnson (Kernel), Simon Evetts (Blue Abyss) & Laurie Segall
(CNNMoney), Seminar, Web Summit 2017Authors and contributors to the report
William Lorentz Ying Chen
Management consultant Management consultant
+46 763 11 59 92 +46 722 53 33 69
william.lorenz@cartina.se ying.chen@cartina.se
Ulrika Amnäs Andreas Kozma
Management consultant Management consultant
+46 762 57 90 20 +46 732 55 33 83
ulrika.amnas@cartina.se andreas.kozma@cartina.seCartina Contacts
Charlotte Mattfolk, CEO
Phone: +46 73 558 14 29
e-mail: charlotte.mattfolk@cartina.se
Lina Emfeldt, Head of Marketing
Phone: +46 70 749 99 15
e-mail: lina.emfeldt@cartina.seYou can also read
