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Using Entertainment and Technology to Create Community Dr. William Raduchel Chairman and CEO, Ruckus Network. Students Today. Network attached: cell phone and PC Electronic proximity often as important than physical Live on broadband connections consumers will get in 5+ years

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Using Entertainment and Technology to Create CommunityDr. William RaduchelChairman and CEO, Ruckus Network

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Students Today

  • Network attached: cell phone and PC

  • Electronic proximity often as important than physical

  • Live on broadband connections consumers will get in 5+ years

  • Love media: download on average twice as much media as non-students the same age (Pew) with significant skews

  • Don’t pay for it…but maybe never did

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Traditional campus media

National media

Institutional news

High production value

Dedicated attention

Mobile phones

Instant messaging

Spontaneous content

Short form media

Informal sources

Personal media libraries

Social networking

Media Today

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  • Students are rebelling against consuming content as the producers want

  • MP3 players and DVRs are here to stay

  • Students want content when they want it, organized as they want it, without commercials

  • Technology allows this

  • The law will is struggling to stop this

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  • Youth are living 31 hours in a 24 hour day by multitasking (music, TV, internet, cell phone)

  • Media seldom captures complete attention

  • When it does, it is for short periods

  • Winning solutions play to this reality

  • Maxim format

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  • Communication still communicates information

  • But more and more resources are being used to communicate expression of self

  • Ringtones prove how big is this market

  • Consumers are paying more for a ringtone than they will pay for the whole song

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  • Dominant sources remain friends and ear

  • Print media once provided the guide to what is new

  • Today consumers rely on search, not just

  • Google-type search

  • Search on friends is a very powerful technique

  • What are my friends doing now?

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  • Bandwidth will get cheaper for consumers but for many colleges it already is virtually free

  • Broadband wireless is commonplace

  • Always on, anywhere is the norm, and sometime, somewhere is not adequate

  • Technology and connectivity are not the limit

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  • Disks basically cost the same and just get bigger and faster

  • By 2007 or 2008 standard consumer PCs will have 5 terabytes

  • All digitally available music today will take less than one quarter of it

  • Students kept 1000 songs two years ago, 6500 songs today

  • Gone from having the same top songs to having the same library

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Dominant Device

  • The age of the PC is giving way to the age of the mobile for personal computing

  • The first desktop display and keyboard designed for a mobile has to be within 2-3 years

  • Think HDTV linked wirelessly to phone

  • The mobile is a PC in another form factor

  • 3G and EvDO phones are amazing devices

  • Hard drives now shipping

  • DMB allows high-speed multicasting

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  • Spontaneous, informal sources are now beating formal sources both on accuracy and timeliness

  • Combine this with youthful skepticism about institutions in general

  • Average age of TV news over 60

  • Drug advertisements keeping it alive

  • Blogs are proving to be uncontrollable and unpredictable

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  • Old theory but increasingly real---in terms of technology

  • Everything will become IP: communication, information and entertainment

  • Timing is the unknown

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  • More Internet usage than television viewing

  • Many unique cultural factors

  • Self-expression

  • Companionship

  • Gaming

  • Network neighborhood is the neighborhood that matters

  • China very close behind

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Education for One

  • Specific content instruction moves to the network

  • Students learn what they need at their pace. Fixed school years end at 10th grade or earlier

  • Secondary source materials give way to original materials

  • Academic related digital media is central to curriculum: Think Blackboard

  • Education never ends. Institutions become lifetime network home bases

  • Enormous need for thoughtful, effective one-on-one counseling

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  • Loneliness and boredom are major drivers of media and Internet usage worldwide

  • People use media to find and sustain friendships

  • And friends to find media

  • Media creates shared experiences that are the foundation of relationships

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A Japanese “un”

  • Technology will give us ways to be linked unlike every before

  • But that also reduces the need for physical proximity

  • While increasing the ability to sustain the links over time and distance

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Buddy List Society

  • Student computers have coursework, official portals, music, video, communication, social networking…

  • But at most schools the university community is not there…

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  • Innovating Together in ‘05:

    • PC will be the social, entertainment, educational Center for students

    • Universities must find a way to play a role in that experience

  • Resources Available:


  • Follow up Contact:

    • Brad Vaughn, Executive Director of Campus Relationships

    • [email protected], (703) 464-6588


    • Media creates shared experience among your students. Leverage it to strengthen your campus community