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Less than a decade ago, a new phenomenon of marketing and advertising hit social media circles and rode the waves created by Facebook, Twitter and other forums. It was termedcrowdsourcing, as it relied on the general populace for content, ideas, marketing campaigns and even funding. Since then it has caught on the imagination of marketers, advertisers, event organizers and even finance companies alike. 

A decade ago, it was inconceivable that a company would ask the general crowd at large to work out its campaigns. However, that hesitation seems to be a thing of the past now as companies have started opening themselves to the idea of crowd-sourcing their marketing campaigns. In fact, there have been many brilliant marketing campaigns that have been crowd sourced and the results have been phenomenal. Here are a few examples.

A New York publication called TimesSquare.com ran contest for designing its logo via this online marketplace called DesignCrowd. It provided designed logo services by giving the crowd at large access to its design team. It is done by posting design challenges where they ask people to send in logo designs. Any person can send in his entry and the winner receives a monetary award. In this case, TimesSquare.com offered $10,000 to the winning entry and announced the winner on a smart, strategic date 12/12/12 in Times Square, a la New Year’s style. Surely, a way to choose an awesome logo and promote your organization in a single masterstroke!

Singer Jason Mraz is regarded as a crowdsourcing Guru first and a lyrical poet later, given his genius for crowdsourcing. Humor aside, Jason Mraz actually masterminded a social media crowdsourcing campaign where he asked his fans to capture a photograph epitomizing the words of his single ‘I won’t give up’ and put it up on the social media website Instagram. 

Gone are the days when marketing campaign managers were divorced with reality. Now, the mantra of success is to keep your hands on the hub of activity. The idea of contribution of the consumers as to what attracts them, is nothing less than sheer genius. After all, why wouldn’t the consumer feel flattered if the company or organization asks their opinion on what is more attractive?

Also, the organizations can find out creative ways of coming up with crowdsourcing marketing campaigns like TimesSquare.com or even the potato chip giant Frito Lays that offered $1million for the ‘perfect new recipe’ for Lays and also a chance for the winner’s photograph to be plastered on every packet of production of that recipe.

Still confused about your new marketing campaign? Just ask the social media peeps to come up with one. You would be pleasantly surprised by the results. 

Wikipedia defines competitive intelligence as –“the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and any aspect of the environment needed to support executives and managers making strategic decisions for an organization.”

By the looks of it, it seems like an important function in an organization. However, sadly, competitive intelligence is both underrated and undervalued. Large companies have miniscule teams, mid-sized corporations have only one professional dedicated to monitoring the activities of the competition whereas small corporations have no competitive intelligence personnel dedicated to the task and only utilize a fraction of a resource’s time.

Regardless of the number of people employed in competitive intelligence of a company, all face one particular challenge i.e. the arduous task of gathering and assimilating information and subsequently reorganizing it into different formats. This particular task involves considerable amount of time. Most of these personnel would rather devote their time on analysis of the data gathered rather than collection of the data itself. Add to that the need to monitor various social media channels in addition to traditional websites, which has these professionals scrambling for time. These professionals pride themselves on being the first ones to break the information, good or bad, but that requires continuous monitoring of the social media and other sites. To remedy this, crowdsourcing plays an important role.

Crowdsourcing is a term coined in 2006 by Jeff Howes. It is defined as a function carried out by using talents on various professionals on the internet to achieve a particular result.

In this case, crowdsourcing the collection and gathering of data would vastly help the Competitive Intelligence personnel to get down to the main job of analyzing this data and finding out the implications.

An example of an organization dealing in crowdsourcing of competitive intelligence is Competipedia, set up by Xerox. It is a secure wiki based site set up by Xerox for its employees to locate competitive information.

Competipedia has certain aspects that are particularly well designed. One of them is the wiki based approach that enables the users to update and maintain up to date information about their competitors. So, the competitive intelligence (CI) professionals can directly view the new information on the site instead of calling the sales representative for new data. Another aspect was filing up of sales form at the closure of a deal. The sales representative would, at the end of the deal, have to fill up a form noting down the details of the sale. The CI personnel would then analyze whether the sale was profitable or not. To ensure that the sales representatives maintained content regularly, incentives were given in terms of points. On being accumulated, these points would then translate into gifts. Finally, Competipedia app was launched so that the sales personnel could update information on the go and the CI personnel would get almost instantaneous access to the updated information.

Data in this day and age needs to be rapidly exchanged, or else maintaining balance with the fierce competition around wouldn’t be possible. With the help of Crowdsourcing, strategic issues can be solved, tasks get completed sooner, contributors from across the globe can be roped in for help on a voluntary and“open to all” participation, and the designated problem would thus find a solution without a sword hanging over the head, namely overhead costs.  Having said that, here are a few examples of companies that applied Crowdsourcing to the best, hence please read on and be well-informed;

Unilever

A highly and well-recognised company across the globe, with immense facilities and high staffing of it’s own, Unilever realised how important it was to have innovative partners and collaboration, not within the firm but from outside. The company sought help from everyone around the world and took feedback on various projects they worked on.

Anheuser-Busch (AB)

As one of the leading breweries in the world, Anheuser- Bush (AB) made great inroads using Crowdsourcing. In the US, Budweiser at that time was on the top as one of the most wanted beers being sold. AB went one step ahead and sought feedback from real users in the market and brought about a brand which resonated with the choices of millions across the nation. Black Crown thus was born, and the golden amber beverage made a splash, thanks to Crowdsourcing 

Coca-Cola

Crowdsourcing worked miracles for the soft drink giant, whose formula yet is unknown and is a mystery. The company now has a very open model for business and prominently talks about using Crowdsourcing, which according to them helps shape better futures for many, creates challenging ventures for the youth, brings about more employment and jobs across many nations, provides funding for educational projects and also cares for the environment too. Coke has sought the help of Crowdsourcing, using online feedback and suggestions to help market it’s products seamlessly and with lesser costs and efforts too. 

Nokia

Crowdsourcing didn’t stop at certain niches of the market, it went full throttle and one example of that would be with the mobile phone giant, Nokia. Nokia’s Ideas project was meant to be a global conglomerate of ideas and innovations, open to all and voluntary for people to use. The main aim of the company was to be consumer driven and derived, across all the nations it served. Such an idea was of high value since it worked on the needs of the consumer, took feedback seriously and newer ideas were generated, enabling Nokia to come out with one of a kind products and services.  In this day and age, one would find many such examples of how big and small companies have used Crowdsourcing to make it big. It would be wise to read more and learn how the companies used the innovations to their merit. 

So how does one measure the ROI of Crowd Sourcing? Interesting, let’s take a look further with what experts have to say when money is honey in the world of business, supported through crowdsourcing.  On what basis would co-creation and the concept of crowdsourcing be measured, is what everyone wants to know. Sources from the famous McKinsey Global Institute dwelt on this and did a little research to bring forth good news.  Highlights  1. With co-creation and crowdsourcing as technological advancements in this day and age, productivity would be higher by more than 25 percent says a source.  2. Investment ROI here would be high, sources say anything between $900bn to $1.3bn  3. New product developments can gain the best benefits from crowdsourcing  What can the added revenue do?  The added revenue would help;  1. The retail financial sector  2. Advanced manufacturing sector  3. Consumer packaging sector, and  4. Professional services, say sources.  It is an interesting equation brought forth by the report done by the esteemed McKinsey group, on which it is clearly shown how a company can thrive by influencing it’s consumers. This report also shows how much gains can be made and expected using co-creation and collaborative technologies in the long run.  Crowdsourcing ways to use  1. Market research, analysis and prediction  2. Innovation for business and product  3. Research and brand collaboration  When one does research and analysis, prediction of the market behaviours can be forecasted! Traditional ways of doing so isn’t advised, and one needs to have the masses involved for accurate data and information collation.  Product innovation should use crowdsourcing; this would be asking the masses to let the business know what they want around before the launch happens. In doing so, life gets easier for the manufacturers and the consumers; it is a win-win love story situation for the two. Let the masses through crowdsourcing pitch in their ideas, and this is to be used by the business owners, which brings in high ROI in the bargain.  Finally, research and collaboration is a must for high ROI to come in, and this step would bring in the answers much needed. Crowdsourcing can help ventures and businesses with the same, especially when traditional ways of market research and collaboration fail to bring in what is needed. With the help of brand collaboration, creativity flows and new inputs come in, which makes it ideal for the businesses to thrive since they would be catering to the “needs” of the end client. The end client would also have their ideas improvised upon, due credits given as well.  Hence, the ROI Of crowdsourcing explained and what makes it happen the right way too. It would be wise to speak with experts and to find a great deal of more information for the same.

Being a pioneer in blog crowdsourcing, we are thrilled to present the first-of-its-kind live blogging contest inspired by the mega-event of the year -- the 2014 FIFA World Cup in Brazil.

How exactly does this concept work?

It all started with an idea, wherein each expert blogger is assigned a FIFA World Cup team. As the teams go neck-to-neck on the field, the enthusiastic bloggers also compete against one another on the digital playground i.e. Blogmint. Each blogger is required to post a match review of their assigned team within 12 hours from the final whistle and the blog-post with the higher page-views comes out victorious.

The blogging contest will follow the same structure as that of the world cup in Brazil. Replicating the same groups in the cup competition, the bloggers will first collide in the group stages and the top two bloggers from each group shall progress to the knockout part of the event. The parameter that decides a bloggers’ progression to the advanced stages of the competition is simply the number of page-views they can garner for their posts.

A dedicated contest page on Blogmint will highlight all the relevant information related to the Blogger World Cup such as match schedules, live scores, past results and an up-to-date points table.

The journey to the finals of the Blogger World Cup is a rewarding one with the winner bagging a mega cash-prize of INR 50,000.  The runner-up and the second runner up contestants would also qualify for INR 25,000 and INR 10,000 respectively.

The 32 bloggers have been selected and the stage is set for an enthralling phenomenon.

Come and witness the live action only on Blogmint!  

Too many cooks can bake a nice pie - Crowd-sourcing

When many people are brought together for a project, Crowd-sourcing happens. This would also be a way to engage and rake in benefits on a long term basis. For example, with nonprofit ventures and educational hubs, authorities concerned would use tactics of engagement, perhaps involve people for an online study group, and collect stamps for a project, photographs for a history scrapbook, maybe together work on deciphering an old ancient scroll and more. It could also involve participating and interacting with the whole team of people in more ways than one, usually online these days. Crowd-sourcing has many facets, namely; Collaborating and competition

Most important frameworks for any project, competition attracts many from across all corners who want to win something, a prize for example. It would be on the basis of objectives that the competitions as such would be held, not on the candidate’s profile, background or work experience. By collaboration it is meant that individuals would be in the project, but as small fish in the large ocean. Advantages and disadvantages

One of the boons of Crowd-sourcing would be to bring in the best results and of high quality that too. This is because there would be many from various nooks and corners, contributing support, skills and ideas, one of a kind. With the help of Crowd-sourcing, one gets to select the cream from the many that come in, au contraire to what you would otherwise find from one provider or source.  With Crowdsourcing one can expect results to be efficient, faster and sooner, much more than what the traditional ways can offer. Consider Crowdsourcing to be freelancing, where the job is done in no time, an idea comes about in a jiffy and small tasks are managed with the wave of a hand. However, with Crowdsourcing one needs to set their priorities right and hence clear instructions should be given out. There would be thousands of ideas that would pour in, and it could be a pain to deal with them all. Sometimes there are complications understanding the instructions, especially to the novices around. Spec work is important in some domains of Crowdsourcing, and not everyone would want to follow this rule. Expectations need to be set right from the beginning, so that proper judgments and well-informed decisions can be made.  It would be wise to check with experts on Crowdsourcing, read blogs and forums online for more information and help. This would then bring about a fair idea about the term, how to best use it and where to look for such help. Everything looks large, but Crowdsourcing involves people in smaller fractions to make the picture large, hence think and apply the thought wisely.

It is the collective intelligence of many which crowdsourcing would use to create an environment, intellectual and open. The challenge when won would present the winner with monetary compensation or a prize for that matter, an acclaim to the bounty or maybe co-authoring as such, all of which would come using the idea from the winning individual. A manager would have a perspective of his own, where he would look into crowdsourcing as a way to develop a clear and a much organised path for people to collaborate and interact within the set parameters. Apart from that, the manager would go ahead and make the path friendly enough for individuals to track their progress, with metrics relevant that would help with data analysis and collection of information too.   Pros of crowd sourcing

1. A current business requirement would get immediate and full attention, staffing included. In some countries, crowdsourcing would be looked at as outsourcing a business’ needs, but the concept is way beyond and different from that. Outsourcing involves making the right hiring decisions, using the right resources for training, giving out the right benefits and more. In the case of crowdsourcing, it is voluntary and open for all. This means, overhead costs are low and there would be high agility for problem-solving too.  2. There are many sources and portals online which let companies post such challenges and jobs, and also allow people to work on the assignment too. For example, giving someone feedback on web development and layout, rating the websites interactive and responsive features, product descriptions and creating online catalogues for the e-commerce portal online, crowdsourcing uses them all   Does your business need crowd sourcing?

For a wide range of jobs and tasks allocated, maybe testing something new or making a preview on a product, service or information for better clarity, crowdsourcing would be helpful to use. Crowdsourcing brings feedback from real customers out there, making one’s venture and it’s offerings stronger.  Take a look around and there would be so many reputed companies using crowdsourcing to make product ideas work wonders for the company and the business at large. IT and software companies these days use crowdsourcing to engage with clients, and use the feedback of those who have used the company’s products. This helps the business come up with strategies and plans to develop newer features that hep address the market needs and the end customer’s needs at large.  Right from making a request on collaborating with traditional ways on doing business to seeking more help on everything around, crowdsourcing delves into the diverse and large segments of population in the market where willing and waiting participants want to take up the challenge on a number of tasks thrown at them. Hence the relevance of crowdsourcing makes sense in this day and age. 

As per a study released by LinkedIn, over three quarters of businesses using content marketing are publishing through blogs.

With the rise in social media communities and networks across sites like Facebook, Twitter, Google+, and many other networks, several analysts had sounded the death knell for the blog. However, the reality is that the blog is far from dead - figures from the LinkedIn report show

that 76% of content marketers are using blogs.

Findings from the LinkedIn report find support in several other studies which have attested to the fact that consumers are turning to blogs when looking to make a purchase.

Blogs rank favorably with consumers for trust, popularity and influence. More and more consumers are exploring new blogs to seek reviews and advice on product information.

Studies have shown that readers turn to blogs to make a sound decision before purchasing products like electronic gadgets, apparel and footwear and more as well as deciding on possible travel destinations or to go to a particular restaurant for dining.

About the Author: Author of this blog is a Chief Evangelist, Digital with Blogmint — India's first crowd-sourcing platform that brings together Brands, Bloggers and Market Influencers.

It’s 8.30 pm at the Social Media Week at The Leela Palace, Bangalore and Day I has moved from the serious stuff to the Fun Stuff. Sundeep Rao, Standup Comedian takes the stage and gets the people who are busy enjoying the hors d’oeuvres crack up with laughter, at first tentative and slowly growing boisterous. As spirits lifted, the day drew to an end after all the riveting discussions and presentations to give way to a different kind of exchange. Conversation flew easily, introductions, handshakes, snatches of conversation about the day’s sessions while much laughter emanated from the steady flow of wit and humour.

Soon, the much awaited fusion Band Aghor came on stage and rocked the gathering with their brand of Fusion music bringing Day 1 to a resounding end.

The last session for the day also happened to be one of the most engaging ones of the lot. The talk was hosted by Ranjini Ramachandran of Unmetric and the panelists included Nidhi Bhasin from TVS Motor Company, Karthik Nagarajan of Group M and Shivraj Subramaniam from Madura Lifestyle and Fashion. 

Wittily named, The Unquiz, the talk engaged the audience in quite an interesting manner by adopting a quizzing format. The audience was divided into three different sections each led by one of the panelists. The questions for the quiz were composed using the analytical data gathered by Unmetrics on how brands have performed on various social media handles in the last year or so. 

Questions like ‘Which of the following brands experienced a growth of 3.00% after releasing a video with a new brand ambassador?’ and ‘Which brand garnered the most number of likes on social media for an advertisement following the Supreme Court judgement on Section 377?’, were directed at the three teams. 

After an entertaining and interactive half an hour, it was Nidhi Bhasin’s team that scored the highest and the winning team’s members played out a final quizzing round among themselves in order to find a winner. Finally, the quiz was won by three people and everyone from the winning team took home an interesting prize. 

Overall, it was a session that was highly informative and focused on learning and getting the message across in a manner that was quite refreshing for the audience. 

B. Dayananda, I.P.S, Additional Commisioner of Police (Traffic), Bangalore City took the stage to elucidate the gathering on the efforts and progress made by the Bangalore Traffic Police through Social Media to curb Road/Traffic Violation via the Bangalore Traffic Police Facebook Page.  How does it work? The exercise is User Driven - with commuters capturing and uploading photos of violations as they happen. 

The Bangalore Traffic police knew that they were dealing with a double edged sword when they put up their Facebook page but over the 3 years since then, they have achieved some insights which is helping them to place an effective and functional platform for commuters to exchange information and get their grievances aired. 

The response has been huge and the Bangalore Traffic Police admits to being swamped at times by the sheer volume of feedback, queries and complaints. Though complaints have been more personal in nature than public, the force is working on finding ways to effectively respond and resolve as many issues within minimum response time.

This also led to launching the “Carpool app” which encourages commuters to help ease city traffic at peak hours by sparingly using your car to travel around the city unless absolutely necessary. This has been successfully implemented in a city where the annual growth in population is 4.5% as compared to the 25% increase in number of cars. What remains to be seen is how the city can be more actively engaged in using the internet and Social Media to develop and maintain Road regulations and minimize road violations.

A new working culture has been established since the campaign took off. With the force having to actually “practise what you preach!” This realization has come through after numerous experiences and exchanges on Facebook.

Can Social Media actually help in shaping acceptable road behaviour? It seems the takeaway from the experience of the Bangalore Traffic Police is that the force needs to get more net savvy to deal with the demands of the times and keep up with efforts at improving and creating higher awareness about good road behaviour. The force has, through determination and action built greater capability with higher transparency in function. 

Panel: Alex Oberberg, Nokia Ashok Lalla, Infosys Rajiv Mehta, Puma India K Ramakrishnan, Cafe Coffee Day Samar Singh Sheikhawat, United Breweries Limited This was one of the more interesting sessions that gave us insights about the corporate side of how companies go about integrating social media in their marketing strategies and why ROI needs to be measured.

The first point that came forth is what would you define ROI as? The most upfront reply came from Mr. Sheikhawat as he termed ROI as output against input; the input here being the resources invested in social media strategies by a company and output being the fan following and popularity they have garnered through it. He said that “The role of social media in brands is to build communities around the brand platform”.

Companies are increasingly recognizing the positive impact of social media on a brand which is why the budgets allocated for digital marketing are on the rise. Social media is free for the consumer but Social Media marketing requires strategy, time and money for the ones executing it. That is the reason why it is crucial for marketers to convince senior management for budget allocation for the same. There was a critical observation that for a marketer, “it does not matter what you think your brand is, people tell people what it is, and that is what drives the social media.”

The session concluded with a unanimous agreement that “Return on Investment” should indeed be measured but it cannot be measured on the performance of a single medium alone which is why it is important that the online-offline integration is effective and integrated across all the available social media channels to get a true measure of ROI.

A panel of 5 comprising of 3 Representatives of Aam Aadmi Party, BJP and AICC and two Social Media experts take the stage to discuss the role of Social Media in the 2014 Elections moderated by Darlington Jose Hector, Editor, Financial Express.

They responded to queries like “Can Social Media form opinion and translate to votes? What messages are being sent out through Social Media? Does too much information on Social Media lead to a state of flooding your audience or “spamming”?”

“There has been a disconnect between the voter and the leaders who are contesting elections. There is a large part of India who is undecided and irrespective of what has happened so far, there is a way forward with people becoming more aware and making an informed opinion through the advent of Social Media and communication.” 

” Social Media is a medium and platform for sharing opinion, feedback and interacting for bringing about change.”

- Prithvi Reddy, Aam Aadmi Party “People are cynical about politics but when they come together to express themselves by posting on Social Media is a political act. We are going to have people find a way out through active engagement.” – Rajeev Gowda, AICC Media & IMM Bangalore Professor

“The BJP has been very Social Media forward. Everything about us is out there and though we have been much maligned, we have been very positive throughout. We are listening to people’s opinion through Social Media and initiatives on our website.” – Aparna Patwardhan,BJP

Social Media should not be used like traditional means of information dissemination but rather, as a platform for interaction and networking to bring about positive change and effective governance in the country. A question to ponder on is how successful has Social Media been in reaching the rural voting population of India and changing their opinions and traditional trends of voting decision.

Director and Filmmaker Pawan Kumar shared insights on Social Media and how he got his Kannada Film Lucia fully crowd sourced through Social Media and released to critical acclaim in 2013, and even winning the Audience Award at the London Indian Film Festival in 2013.

  By involving his ‘future’ audience who wanted to be a part of project Lucia, Pawan Kumar got his film to achieve a cult status with a huge following, getting massive media coverage including business dailies and pushing the brand Lucia to break barriers for the Kannada Film Industry. Around 600 people sent in clips on YouTube to audition for the title song of Lucia, the film.

Trailer of Lucia, the film had 50,000 views on YouTube in 3 weeks. Social media channels Facebook and YouTube worked well for recruiting the Assistant director for the project as well. The crowning glory for Lucia the film, the brand, is that it is the first Kannada film to be released countrywide simultaneously with its release in Karnataka. 

Mr. Kumar believes that using social media to sell an idea to the crowd worked because the local population needed a contemporary Kannada movie which they could be proud of. He concluded by saying that although the approach was unplanned, it worked well as effective utilization of the available social media channels helped an idea become a crowd-funded success!

Milind Soman in conversation with Lakhsmi Choudhury, shared on how Social Media has helped him stay fit and healthy and answered questions like “What is the Standard of Health in the country?” and “Can Apps help you stay healthy?”.

“I like to explore and share with people what they can do to keep fit and healthy.” – Milind Soman, Runner, Actor, Model and Film Producer. He also pointed out how social media platforms like facebook has been able to help him raise awareness and rope in sponsors for unconventional events like Women’s Marathon event for Breast Cancer Awareness Pinkathon which he feels, hasn’t attracted enough support. “The affluent in India are one step ahead when it comes to being aware about health and using technology to stay fit. But it is a choice you make to keep yourself healthy and fit.”

Pinkathon, an initiative by Milind Soman is an effort to help women to be more aware about their health, Cancer and staying fit. Women can really put the message across in a stronger way with their Children – on health, lifestyle, behaviour and living a balanced life. I wanted women to understand the need for balance in living through sports and physical activities. Walking and running can be a little time for yourself and take care of yourself.

Indian women are not encouraged to express themselves or their needs. Pinkathon is to try to create a movement to encourage women to find their me time.

“Involving women in community running also engages the entire family. Last year’s Pinkathon events had two messages. “That women need to take their health more seriously and that Cancer is treatable if diagnosed early.” This is where social media comes in to help. It is a great tool to create awareness, engage people and get the movement going and find a support system.

“Fitness should be free. To be fit, you don’t really need guidance. You just need to start, focus on how you feel and your body will train itself into fitness as you continue the journey.There is no room for pain. You must feel good.” -Milind Soman

Technology is only a means to an end. It can only get you connected to communities & networks of individuals and information. Use social media to find your comfort zone when it comes to taking care of your health and maintaining it.

“Technology is changing our lives in the way we use Social Media to connect with others, share ideas and get things done.” ‎Neville Taraporewalla, General Manager-India, Advertising & Online at Microsoft highlighted the emerging technology trends. He spoke about how Mobile devices are getting more and more smarter with better computing powers to enable connectivity for users.  He pointed out that technology is going to make the computing power of your mobiles in such a way that it is going to actually help you to get things done once you hit the “Search” button. At Microsoft, efforts are being made to allow consumers to go “from searching to doing” through their devices in the near future. Microsoft recognizes that Technology is reacting to trends and these trends are shaping the designs of devices. Starting with computers, Microsoft is working to build a family of unified devices which will have a uniform feel across platforms and easily connected on Cloud. According to an online survey of over 8000 consumers, the following trends have emerged which will influence the design of devices being developed. 1. Value me : Many consumers are open to sharing their information if they are rewarded for it. 2. Create a culture: People want to create and be involved. People want to have the freedom to play around with their devices and even reassemble it, share it and feel good about it. People wanting to do their own things with their devices. 3. Niche Network: Consumers want to be part of a network that gives access to information and allows sharing of information/expertise/teachnology 4. Age of Serendipity- People want to be inspired by a Spark! There is a feeling of urgency to do things “Right now”. Consumers wanting to do something on their own without waiting for technology. He once again stressed on Microsoft’s vision to build a family of products and devices to ensure that they are unified in design and connected by cloud, taking into consideration the wishes and feedback of consumers. He wrapped up with a short clip highlighting the message that “With a little imagination, anything is possible.” when it comes to integrating technology with making life better for people.