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Orange Institute 9

Modeling a Future that is Data-Driven, Context-Aware, and Content-Rich October 22-25, 2012 | Boston & New York

Some of the venues used to host the sessions of Orange Institute 9, (clockwise from top left): Bloomberg Tower, DUMBO (Down Under the Manhattan Bridge Overpass), Hearst Tower, MIT Media Lab, New York Times Center, Harvard Innovation Lab

about Orange Institute


range Institute was founded in 2009 as a separate subsidiary of Orange/ France Telecom Group with the goal of stimulating ongoing, independent and unbiased investigation of networked models of all kinds, helping its crossindustry community of innovation leaders better prepare for the rapid transformations that digital innovations are spawning in our networked society. Orange Institute organizes intensive multi-day “immersion workshops” in key digital innovation clusters around the world, such as Silicon Valley. Participants in the sessions meet and connect with new people, ideas and products in places that are shaping and defining today’s and tomorrow’s digital landscape. The faculty of Orange Institute


is global and multidisciplinary, and today comprises over 150 world-changing men and women, drawn from industry, academia, non-profits, and startup ecosystems of three continents. An Orange Institute session is about learning dynamically in a non-linear world. It involves pragmatic altruism—the realization that it is our organizations’ best interests to share dynamically between members and faculty in an intimate and open discussion, free from commercial agendas. Topics and themes chosen by Orange Institute are selected on the basis of their relevance to global companies, their emergent nature as new trends, and their potential to generate new insights for our members.

table of contents introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

day 01


designing feedback into business and life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Boston: MIT Media Lab loops of learning, teaching entrepreneurship & innovation . . . . . . . . . . . . . . . . . . . Boston: Harvard Innovation Lab

day 02


big data & the shape-shifting organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 New York: Hearst Tower from wall street to madison avenue, real-time business cases. . . . . . . . . . . . . . . . 9 New York: Bloomberg Tower

day 03

algos, crowds, data in the sharing economy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 New York: NY Times HQ insights into insight: analytics for humans and machines . . . . . . . . . . . . . . . . . . . 11 New York: NYU Open House three years of Orange Institute: a milestone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 New York: Stonerose Lounge & Riverpark

day 04

what makes great cities greater? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 New York: Dumbo Arts Center

feedback data is rolling through our businesses, our things, our relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 snapshots from Orange Institute 9 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 modeling flows in the feedback economy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 feedback + behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 feedback + relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 feedback + identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 feedback + content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Orange Institute 9 faculty, participants, & staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Orange Institute: going forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34


While visiting the MIT Media Lab, IO participants met with David Rose, Carlo Ratti, Sinan Aral and Michael Schrage. That was the chance to explore how Feedback loops and realtime data are being instrumented into the physical world, the workplace, and the customer experience, with a 360-degree perspective on pattern recognition across ambient, semantic, and organizational/brand domains.




range Institute 9, convened in Boston and New York in October of 2012, was our most ambitious session yet in terms of the breadth and depth of our investigations. With 24 speakers in two cities, across multiple industries, our members discovered a massive shift to a Feedback Economy that is being embraced at all levels, from underlying data flows through organizations, feedback loops from customers, to design principles for the built world. We travelled to these major innovation capitals expecting the unexpected, what we found was striking in two ways. First was the scope of these dynamic learning/sensing mechanisms, engineered into every kind of device and platform. The other dramatic finding was the speed and impact of these initiatives: discussions focused on real implementations, not trials or tests—businesses, governments, universities are doing and building these loops, not just talking about them. The Feedback Economy is data-driven, and that requires new skills. What we learned is that these skills have profound impacts on the companies and organizations that put them into action. Whether it is the United Nations on a global basis, or the City of New York operating as a regional ecosystem, Big Data is driving innovation much faster than we might have imagined, and that speed has a qualitative aspect—as the UN’s Robert Kirkpatrick told us, “Real-time isn’t just faster, it’s different.” We were impressed beyond expectation at how much organizational change is occurring as a result of this data-driven approach. Hearst SVP Beth Polish spoke of the “change that needs to happen” as a result of this shift to data: “editors use their intuitions. But in a data environment, the consumer is telling you what they want.” More than once we heard this call to shift ‘from intuition to science’, as Professor Sinan Aral told us at MIT. Another finding that we should take to heart from this session: it seems we are faced with what we can call a ‘crisis of narrative.’ Multiple speakers told us that when Data frames the story, we must reinvent our story-telling. From the presentation by startup Narrative Science that uses algorithms to create news stories directly from spreadsheets, to the innovative business news platform Quartz headed by Kevin Delaney, to the charismatic Doug Rushkoff’s discussion of the ‘collapse of narrative’, we came away from this journey equipped with new perspectives on communicating with stakeholders and customers. Your support for this shared journey of discovery is essential to our collective understanding of these fundamental changes across all sectors, levels, and structures. It is with both gratitude and pride that we celebrated our third anniversary of Orange Institute in this, our ninth immersion. I am confident that those of you who were able to join us for Orange Institute 9 would agree that the value of these continuing, shared interactions with world-changing thinkers, makers, and doers has never been greater.


Georges Nahon President, Orange Institute


Boston: MIT Media Lab

“Move from intuition…to science” – Aral Sinan, NYU

designing feedback into business and life David Rose, Enterpreneur/Instructor, MIT Media Lab, situates “ambient” information - a key constituent of the real-time, feedback economy - between interruptive “push” and time-consuming “pull,”……effective ambient information design can enable feedback loops of information applicable to energy, public transport, health, and everyday living. Carlo Ratti, Associate Professor & Director, MIT SENSEable City Lab, uses information visualization to connect the concepts of ambient data generation, network-enabled feedback, and data analytics at scale to the worlds of “smart” appliances, architecture, urban planning, rational political boundaries, and global environmental impacts.


Sinan Aral, Associate Professor of Information, Operations, and Management, New York University, directs his research particularly at identifying “influential” and “susceptible” members of social networks, and optimizing social network dynamics in marketing strategies. He emphatically cautions against the temptations to misuse “big data” by, for example, confusing correlation with causation. Michael Schrage, Research Fellow, MIT Sloan School’s Center for Digital Business, focuses thinking about large data/fast data on a singular question: what do we want our customers to become? How can ambient information channels and data science help companies design products that increase human capital?


– David Rose, MIT Media Lab

“Ambient Indicators are the next ‘AI’”

– Michael Schrage, MIT Sloan School Center for Digital Business

“Our cities are talking to us” – Carlo Ratti, MIT SENSEable City Lab


“Pervasive is persuasive. Whatever you map onto someone’s periphery, they will start to respond to it.”

Boston: Harvard iLab

$5,000 Amount of funding each team within HBS FIELD program receives to start a microbusiness.

loops of learning, teaching entrepreneurship, and innovation

Brian Kenny, Harvard Business School

Gordon Jones, Harvard iLab

Gordon Jones, Managing Director, Harvard Innovation Lab, tells how the Harvard iLab was established to bring together cross-university resources that help students “take ideas/projects/ ventures as far as they can go.” Interdisciplinary and collaborative, student-centered and faculty-enabled, the iLab eschews equity or IP rights in student projects, seeking to foster innovation more as classroom extension than as incubator or accelerator.

Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School, charts the journey of Harvard Business School from a ‘delicate experiment’ in 1908 to 100% internally-funded global platform in transition. Updating the time-honored Case methodology with a in-field, socially-informed internship program called FIELD, reinventing the dynamics of the classroom through a ‘reflective learning’ process in radically reconfigurable physical spaces, CMO Kenny challenges our notions of what a business school can aspire to.

“If this place had been here when I was a student, I would have hung out here all the time.”

- Harvard drop-out Mark Zuckerbeg after touring the iLab


New York: Hearst Tower

“In publishing, editors use their intuitions. But in a data environment, the consumer is telling you what they want … data are telling you. This speaks to the change that needs to happen.” – Beth Polish, Hearst Corporate Interactive

big data and the shape-shifting organization Beth Polish, SVP, Hearst Corporate Interactive, is ‘pushing a boulder up a mountain’ in seeking to integrate siloed TV, newspaper, magazine, and data-based businesses around a cross-organizational Big Data orientation. Her voice is the first of many we will hear calling for data-driven insights direct from customers to supplement/inform the traditional ‘intuition’ of editors. Peter Randazzo, CTO, Hearst’s iCrossing Digital Exchange, has his hand on the switch that connects publishers with third-party data sources in the quest for ever-higher levels of targeted precision advertising. Finding the best balance between the relevance of such owned, “first-party” data and the reach of commercial, third-party data, suggests the value of “second-party” data: shared between publishers like Hearst, who have


an audience, and those aggregators who want that knowledge. “Choose partners,” he advises, “but carefully.” Jon Cook, CEO and President, VML, a division of WPP, brings Big Data and the Feedback Economy into the world of major brand marketing, showing us a data-driven transformation of the Gatorade brand. Beginning with a 24/7 global effort to monitor everything said about the brand in both consumer and trade channels, it designed data-driven reports to drive campaigns, message, and product decisions. Result: two new entirely data-driven products were created for calorie-conscious and consciously-professional consumers. Doug Klein, VP of Technology Planning and Integration, Barnes & Noble, brings a Silicon Valley entrepreneur’s


“We are interested in ‘extreme identity.’ An incredible amount of data can be gotten within the iris of the eye.” – Jon Cook, VML


perspective to a book publishing industry famous for resistance to change. Disruption is everywhere: the transformation of content from container-defined to “things that aren’t books,” driven by personalization and discovery; and the opportunity to focus content around a reader-focused, crossapplication experience. Klein also acknowledges that the trade-off between improved user experience and personal privacy has yet to be addressed by content providers. Kris Hammond, CTO & Co-Founder, Narrative Science, is addressing one of the challenges of big data—generating readily-communicable insights, by literally and algorithmically transforming structured datasets into narrative stories. His two-anda-half year-old company asks businesses what they need to know, grabs the data, and through software, turns it into prose.

New York: Hearst Tower

“We are looking at ‘micro-social networks.’ Long-term you don’t experience life with a billion people, and you don’t need to be a ‘friend’ to be part of an ad hoc micro-social network” – Doug Klein, Barnes & Noble “There are so many third parties that make their living off of other companies, that have no relationship with the consumer… the more that companies that have audience value it as a currency, the more that those third parties are disintermediated…” – Peter Randazzo, iCrossing

“The reality is that very few people want to interact with the data directly.” – Kris Hammond, Narrative Science


New York: Bloomberg Tower

“as more and more computer workload data is generated by computers instead of humans, every vertical and industry is able to take advantage of HFT-enabled software and hardware technology.” – Oleg Lukyanov, Razor Technology

from wall street to madison ave, real-time business cases Bernard Donefer, Adjunct Associate Professor, NYU Stern School of Business, explains how the old order of exchange-floor specialists and online market-makers has been superceded by fully-automated order-matching systems where trading is done anonymously and without intermediaries. He takes us to the bleeding edge of a society moving increasingly toward an environment of real-time sensing and actuation. Oleg Lukyanov, Senior Solutions Architect, Razor Tech, a systems architect for these financial racing cars, explains that even the exchanges themselves now compete largely on the basis of minimizing latency in order execution. The image of

“Those in HFT compete by maintaining a technology edge —first place wins the price. There is no prize for second place.” – Bernard Donefer, NYU Stren School of Business


speed-demon automatons battling without human mediation to close hundred-milliondollar trades is unsettling, not to mention fresh memories of flash crashes and other sudden and unexplained market gyrations. But Bloomberg financial markets reporter Nina Mehta concurs with the speakers that the risks, while real, are manageable through a combination of industry self-regulation and increased government scrutiny. Dave Matthews, Founder & CEO, NeuAer, is making mobile devices even more contextually aware, constructing topographies of multiple location-sensitive devices, and bridging networks. In this new expanded view of other people’s presence: geo-fencing becomes multimodal,

“It’s not the size and shape of the screen: it’s how it’s used.” – David Berkowitz, 360i

advertising adapts to those closest to it, and near-field is hardware-agnostic. Lance Neuhauser, CEO & Founder, The Echo System, uses what he describes as “the world’s largest collection of publiclyavailable social data” to focus on how users are actually engaging with brands online to take targeting to the next level. By following the brand presence, the users are engaged in realtime, in situ. Dave Berkowitz, Vice President of Emerging Media, 360i, is also pursuing the integration of social marketing across media channels, noting that “hardly anything is only online or only offline.” Forget about the second screen—“people aren’t counting their screens—it’s all media.”

“Now we can really start to look at data as the foundation from which we make marketing decisions”

– Lance Neuhauser, The Echo System

– Robert Kirkpatrick, UN Global Pulse

New York: NY Times HQ

“Real time isn’t just faster. It’s different.”

“Media companies are giving more thought to what any service provider is actually doing with any data they might collect from a publisher site.” – Michael Zimbalist, NY Times R&D Lab

algos, crowds, and data in the sharing economy Robert Kirkpatrick, Director, UN Global Pulse, is harnessing the power of big data for real-time awareness of human needs, even predicting issues such as unemployment in advance of those needs. Already working with Facebook, Twitter, and the five largest wireless carriers in Indonesia, his message is one of sharing information− “data philanthropy” on a global scale.


Michael Zimbalist, Vice President, New York Times, finds that the “future of online is offline.” Physical objects can publish digitally, in forms such as programmable building facades, wearable computing, and designs for 3D printing. It’s seamless, real-time feedback into the physical world, altering it in the process.



New York: NYU Open House

“It’s a fundamentally different civilization we’re going to be living in. After thousands of years living in a temporal reality, now we’re living in a straight up digital reality.” – Douglas Rushkoff, Digital Theorist

insights into insight: analytics for humans and machines Kevin Delaney, Editor & Chief, Quartz is launching the first global news brand designed specifically for mobile devices, using HTML5, and with a disruptive business model reliant on advertising and sponsored content. His editors focus on ‘obsessions’ that are evolving, global themes. Anindya Ghose, Associate Professor and Co-Director, NYU’s Center for Business Analytics, conducts research assessing the value of social media across platforms and services, using tools from causal modeling and predictive analytics. His work shatters the notion of mobile advertising as something apart, and accordingly can drive powerful multi-screen marketing strategies.

Rob Coneybeer, Managing Director, Shasta Ventures makes the case that today’s most promising hardware startups (such as Withings, Jawbone, Nest, Pebble Watch and Ouya) are benefiting from powerful, inexpensive chips; cloud services; and inexpensive manufacturing, even at relatively small volumes. This new generation of connected hardware is sharing ambient, real-time information with the cloud. Charles Birnbaum, Director of Mobile Business Development, of New Yorkborn Foursquare, treats user-generated data as an ongoing feedback loop, giving it back to the user, for whom the value proposition is all about social search, discovery

“We do not sell our data—we view it as our most valuable asset. The user community has entrusted us with their data, and we want to use it to give back to them, and then enable advertisers.” – Charles Birnbaum, Foursquare


(made more relevant by past behavior), and saving money. Retailers with a national footprint are paying for “promoted content” viewed by users in a realtime context. Douglas Rushkoff, Digital Theorist, delivers a jeremiad on digitality as “the assault of the present” causing the collapse of narrative and perceived causality, dislocation in space and time (“digiphrenia”), the anxiety of over-burdening the present moment (the “short forever”), the chaos of instantaneous feedback (“not what feedback was created for”), and an apocalyptic sense of an ‘imminent eschaton.’ We are urged to be here now, that—beyond Twitter—reality is what matters.

New York: NYU Open House

“Recent events have shown that traditional assumptions about the global economy are no longer true, and the traditional centers of activity don’t have a monopoly on dynamism and where the most interesting things are going on.” – Kevin Delaney, Quartz

“Every aspect of our lives is now being influenced by mobile devices in some form.” – Anindya Ghose, NYU Stern Center for Business Analytics

“The ability to ‘train’ the device will be a hallmark of connected devices going forward.” – Rob Coneybeer, Shasta Ventures



New York: Stone Rose Lounge

New York: RiverLake

three years of Orange Institute: a milestone


elebrations at New York City’s Riverpark + Stonerose Lounge mark the 3-year-anniversary of Orange Institute and its 9 sessions spanning the globe (from Tokyo to Madrid, Tel Aviv to Paris, and San Francisco to Beijing).


New York: Dumbo Arts Center

“We’re doing this for the first time, we have nothing to reference, we have nothing to look up to, we are making it up as we go…we tried to look at the history of open source itself and we found an interesting parallel, the founding of the personal computer in the ‘70's…”

“The accessibility of hardware plans is creating a new collaborative model, lowering the barriers to entry for collaborations of all types.” – Dustyn Roberts, Dustyn Robots

– Catarina Mota, Open Source Advocate & Researcher

what makes great cities greater? Anastasia Cole, Managing Partner & Director of Communications, Brooklyn Grange, and Gwen Schantz, Chief Operating Officer, Brooklyn Grange, exemplify a new generation of missiondriven entrepreneurs. Brooklyn Grange is a startup rooftop farm, providing produce for restaurants, farmer’s markets and consumers, with extensions in value-added consulting to the New York food community, as well as non-for-profit community outreach and educational programs.

04 DAY

Catarina Mota, Open-Source Advocate and Researcher, and Dustyn Roberts, Founder, Open Materials, are helping to lead a rapidly growing open-source hardware movement, both locally in Brooklyn and on a global basis. As the movement matures, it is finding support in an intersection of dedicated, shared workspaces (“hackerspaces”), open source hardware designs and tools, and digital fabricators, including 3D printing. Maurizio Porfiri, Associate Professor, NYU-Poly, has launched Brooklyn Atlantis, wirelessly-controlled sensor-equipped buoys in Brooklyn’s highly-polluted Gowanus Canal to analyze the waters, take photographs and gather data while a major federally-led clean-up effort continues.

A major innovation involves a role for “citizen scientists” who can go online to help categorize the data. Michael Flowers, Director of Analytics at the Office of Policy and Strategic Planning, Office of Mayor of New York, is working with a team of data-savvy econometricians, unlocking multiple departmental data siloes and combining their data to drive efficiency improvements by over 500%. A case study in real-world, bottomsup, public sector use of big data and data science, Flowers discusses the kinds of political and cultural hurdles that attend big data initiatives in traditional organizations. Seth Pinsky, President, New York City Economic Development Corporation, is leading efforts to transform the city into the 21st century’s capital of innovation. A significant aspect of those efforts focuses on the creation of a 21st century economy by providing matching funds to help seed early stage startups, challenging developers to create value from public sector databases, and facilitating an “incubator network” to match landlords with underused space with mission-driven organizations. He discusses the Cornell-Technion initiative to bring a world-class research facility to Manhattan.

“Brooklyn Grange is a not-just-for profit business, and in many ways resembles a tech startup. We are focusing on rapid growth, scalability, and replicability.” – Gwen Schwantz & Anastasia Cole, Brooklyn Grange


“The Brooklyn Atlantis project hopes to inspire non-scientists, raise awareness of the cleanup, and promote research and education in Brooklyn and beyond.” – Maurizio Porfiri, Polytechnic Institute of NYU

“We want to encourage each [incubator] operator to use the business model they think will work. It’s a giant experiment, and we’ll be able to see which models work best.” – Seth Pinsky, New York City Economic Development Corporation

“I believe that the culture is changing because of the data science community that has taken hold in NYC…the concept of so many people living in the same space…that’s what makes data science so interesting here in the urban environment. Data science belongs here…” – Michael Flowers, Office of Policy and Strategic Planning, Office of Mayor of New York

feedback data is rolling through our businesses, our things, our relationships


rom Network Science we know that nodes with many links are the most attractive—so too with cities. In this closing session we understand the organic ground-up, and planned private/public sector mechanisms that are invading New York with new innovations and creative energy. Orange Institute 9 is the second immersion of 2012, continues the discovery of Big Data’s long-term fundamental impact on commerce and society. The topic was explicitly addressed in Silicon Valley in the spring of 2012, when Orange Institute 8 explored “Strategic Imperatives in a Post-I.T. World.” That immersion looked at Big Data’s impact on core I.T. operations and strategy, with a top-to-bottom-stack perspective that went from open source hardware up to the services in the Cloud. Likewise, our sessions in Boston and New York continued this holistic view, in fact deepening it with investigations into how even the most mundane and quotidien objects in our daily life—clocks, thermostats, bathroom scales and furniture, are becoming ambient, connected devices capable of generating their own data exhaust into the Cloud. And that is the one of the meta-takeaways from our latest session: that data-driven reimagining of our world is not some geeky excitation, but a business imperative affecting mainstream and traditional businesses. Most encouraging—to some, and concerning to others was the sense that this is not something happening “to” the business—it is something they are embracing and actively organizing around. As Beth Polish from the session on ‘Big Data and the Shape-shifting Organization” noted, embracing Big Data in traditional siloed organizations is like “rolling a boulder up a hill”—but clearly, what we heard is strong evidence that data is rolling pervasively through our lives.


snapshots of Orange Institute #9



going deeper: integrating feedback into society

modeling flows in the feeback economy Inspired by the faculty works, these pages extend their insights about the Feedback Economy into further contexts, structured into these four domains.


+ behavior relationships identity content

Smart devices and objects enable third parties to track, model, and predict behavior Social platforms expose the connections between us and other people, places, and things Who we are is now defined by what we do, which is tracked, computed, and routed to parties we don’t often know What we consume is now embedded with how we consume it, and the way we read with the why


Digital reading 2.0 will be “a seamless blending of content, discovery, consumption, and the social book that blurs the line between all of those aspects” – Douglas Klein, Barnes & Noble

“Thermostats, washing machines, and ovens are increasingly becoming internetenabled, and it’s not hard to imagine these kinds of household technologies gaining personalities as well.”

“Drone pilots suffer more burnout than real-world pilots, as they attempt to live in two worlds.” – Douglas Rushkoff, Media Theorist

- David Berkowitz, 360i

“what we find is there are lots of ways we read each other’s emotions and some of those are accessible to machines now…” – Roz Picard, MIT

“In the 20th century we were the unquestioned capital of business…it’s not clear we can rely on that advantage going forward…we can’t take our foot off the gas, so our goal is to transform NY into the 21st century capital of innovation.”

– Seth Pinsky, New York City Economic Development Corporation


“When we use feedback as an organizing principle…we can ask what kind of human capital/activity do you want to produce?” – Michael Schrage, MIT Sloan School of Digital Business

“The private sector’s using [real-time data] to power their business decisions. It’s high time governments and the UN learn to master this new kind of data…to understand what’s happening in real-time.” – Robert Kirkpatrick, UN Global Pulse

“Mobile is enabling a trend called collaborative consumption… Over the next 12–18 months, we’re going to see more of these companies growing.” – Rob Coneybeer (of Shasta Ventures which invests in (from left) Cherry, TaskRabbit, and RelayRides

Energy Clock by David Rose, MIT Media Lab:

“The energy clock gives you real-time, instant feedback on your household energy consumption. It learns your energy consumption habits, then gives you subtle feedback. Sometimes a gentle reminder is all it takes to make a difference!”


“personalization is desensitizing you for what you share with corporations.” – Jon Cook, VML

“If we fix cities we can actually fix the planet. And there’s something very interesting happening today.”

The Copenhagen Wheel transforms how commuters relate to their city

– Carlo Ratti, MIT SENSEable City Lab

“Digital networks were built for the purpose of sharing computing resources by people who were themselves sharing resources, technologies and credit…this is why digital technology is biased in favor of openess and sharing.” – Douglas Rushkoff, Media Theorist “Bookstores are discovery engines, there is a reason why stores are laid out the way they are.” - Douglas Klein, on the key points of success between the Barnes & Noble business model and their Nook e-readers


“Connecting to people at scale means grouping them into audience segments that are actionable in real time.” – Peter Randazzo, iCrossing

Homophily is a measure of how much alike people are. When data science adjusts for the powerful effects of homophily, supposedly influential causal factors decline significantly

Urban rooftop farming changes the way people relate to their food, now they know where it comes from

“users who invite users are more engaged many loose ties does not increase engagement.” – Sinan Aral, Operations and Management Sciences, NYU

“Long-term you don’t experience life with a billion people, and you don’t need to be a ‘friend’ to be part of an ad hoc micro-social network.” – Doug Klein, Barnes & Noble

3D printing is changing the relationship between users and products, because they can repair/replace products by printing them in their own home


“there are so many third parties that make their living off of other companies, that have no relationship with the consumer…the more that companies that have audience value it as a currency, the more that those third parties are disintermediated…” – Peter Randazzo, iCrossing

Gatorade calls its social media mining operations center “Mission Control”

Quantified Self

The United Nations is using mobile billing records to predict economic trends in emerging markets

“In the physical to digital connection we can actually target individuals…the real person is the object of the targeting… this is closer to a real intrusion on our identity” – Michael Zimbalist, NY Times R&D Lab


“…far too much time has been wasted deciding whether this or that piece of information is private or public, whether this or that place is private or public, what ultimately we care about is what constraints ought to be imposed on the flows of this or that information in this or that place." – Helen Nissenbaum, NYU

Browser plug-ins like Collusion allow users to visualize how many companies are tracking their behavior online



“In the ongoing coevolution between people and technologies, tools that connect us thrive—and tools that don’t connect us soon learn to. Remember that the bias of digital media is toward contact with other people, not with their content.” – Douglas Rushkoff, Media Theorist 26

“I think that there’s an imperative to rethink how advertising is handled, and I think sponsored content is an interesting approach to it…It puts some onus on the advertiser to write things, or post videos, or do data visualizations, or whatever they do, that are compelling for readers to actually spend time with them.” – Kevin Delaney, Quartz

“By relying on market data sourced directly from each “Situated in the Decisional marketplace to the computer running the strategy, and Moment, Ambient lives between bypassing the aggregators of data like Reuters and Bloomberg, push and pull in a calm, traders (and their software) can access the data and react preattentive moment…the real earlier than those participants who rely on middlemen.” opportunity is divergence— – Bernard Donefer, NYU Stern School of Business painting pixels everywhere.” – David Rose, MIT Media Lab

“In the digital realm, everything is made into a choice…This often leaves out things we have not chosen to notice or record, and forces choices when none need to be made.” – Douglas Rushkoff, Media Theorist 27

“Hardly anything is only online or only offline…”

– David Berkowitz, 360i

“Those checkins are not just ephemeral, it's not like they just go in and go away, like tweets or Facebook posts do, every time you give us a checkin we get a little bit smarter about what you like…its not that dissimilar from rating things on Netflix or clicking around on Amazon, except we’re doing it for the real world.” – Denis Crowley, Foursquare

“Brands are now becoming publishers…sharing content with followers. We can provide some of the content for brands to share and provide something extra, which is that whenever they share our content their advertising will appear around that content that they share.” – Michael Zimbalist, NY Times R&D Lab

“We believe that big data is going to go ambient over the next decade. And we would like to see a world where it is possible in real time to check the socioeconomic status of populations in every part of the world.” – Robert Kirkpatrick, UN Global Pulse


Orange Institute 9 faculty

Sinan Aral

David Berkowitz

Charles Birnbaum

Anastasia Cole

Asst. Prof. of information, Operations and Management Sciences, New York University

Vice President of Emerging Media, 360i

Director of Mobile Business Development, Foursquare

Managing Partner and Director of Communications, Brooklyn Grange

Rob Coneybeer

Jon Cook

Kevin Delaney

Bernard Donefer

Managing Director, Shasta Ventures

CEO & President, VML

Editor in Chief, Quartz

Adjunct Associate Professor, Financial Markets, Trading Technology and Risk Management, NYU Stern School of Business

Michael Flowers

Anindya Ghose

Kris Hammond

Gordon Jones

Director of Analytics at the Office of Policy and Strategic Planning, Office of Mayor of New York

Associate Professor and Co-Director, NYU Stern Center for Business Analytics

CTO, Narrative Science

Managing Director, Harvard Innovation Lab

Brian Kenny

Robert Kirkpatrick

Douglas Klein

Oleg Lukyanov

Chief Marketing & Communications Officer, Harvard Business School

Director, UN Global Pulse

Vice President of Technology Planning, and Integration, Barnes & Noble

Senior Solutions Architect, Razor Technology


Dave Mathews

Catarina Mota

Lance Neuhauser

Seth Pinsky

Founder and CEO of NeuAer

Open-Source Advocate & Researcher

CEO & Founder, The Echo System

President, New York City Economic Development Corporation

Beth Polish

Maurizio Porfiri

Peter Randazzo

Carlo Ratti

SVP, Hearst Corporate Interaction

Associate Professor of Mechanical Engineering, Polytechnic Institute of NYU

CTO, iCrossing

Associate Professor & Director, MIT SENSEable City Laboratory

Dustyn Roberts

David Rose

Douglass Rushkoff

Michael Schrage

Founder, Dustyn Robots

Entrepreneur, Instructor, MIT Media Lab

Media Theorist

Research Fellow, MIT Sloan School’s Center for Digital Business

Gwen Schantz

Michael Zimbalist

Chief Operating Officer, Brooklyn Grange

Vice President, NY Times R&D Lab


Orange Institute 9 participants

Pierre Aussure

Bruno Aidan

Philippe Andres

Jean-Gerard Blanc

Founder, Ivy Search

Director, Alcatel Lucent / Bell Labs

North America Vice President, Orange

Deputy CEO, Paris Chamber of Commerce and Industry

Nicolas Colin

Frank E. Dangeard

Jean-Pierre Dicostanzo

Olivier Fécherolle

Inspecteur des finances, Inspection Générale des Finances

Member of Board of IG Symantec and Telenor

Regional Director of FT Paris, Orange

Chief Strategy & Development Officer, Viadeo

François Hisquin

François Laburthe

Catherine Lucet

Delphine Manceau

CEO, Octo Technology

Director of Operational Research & Innovation, Amadeus

President, Editions Nathan

Dean of Executive Education & Corporate Relations, ESCP Europe

Jean-Luc Neyraut

Francis Perrin

Jean-Eudes Queffélec

Nicolas Rose

Deputy CEO, Paris Chamber of Commerce and Industry

Innovation Transfer Manager, Orange Labs Japan

Co-Founder, Nestadio Capital

Partner, X Ange Private Equity


Orange Institute staff

Muriel Semeneri

Georges Nahon

Mark Plakias

Technical Intelligence Manager, Essilor

President, Orange Institute

Vice-President of Knowledge Transfer, Orange Silicon Valley

Steve Sieck

Natalie Quizon

Pascale Diaine

Consultant, SKS Advisors

User Experience & Content Lead, Orange Silicon Valley

Evangelist, Orange Silicon Valley

Menno Van Doorn

Francis Perrin

Romeo Machado

Director Research Institute for Analysis of New Technology, Sogeti

Innovation Transfer Manager, Orange Labs Japan

Business Development Manager, Orange Institute

Henri Verdier Chairman, Cap Digital




our days, two cities, 24 presenters, three great universities, and the iconic buildings of Manhattan’s forest of skyscrapers—there are a lot of people we wish to thank for Orange Institute 9. In Boston, we started at the amazing MIT Media Lab designed by Fumihiko Maki. Our deep appreciation to our host there, David Rose, who not only kick-started the proceedings with a mind-expanding presentation, but made the visit possible— completing a bridge that was started at Quai Branly in 2011 and touched down in Cambridge. As for Harvard’s brand-new Innovation Lab, we want to acknowledge the assistance of Orange Institute 8 and Harvard Business School alumna Kristen Badgley for facilitating our visit, with the gracious hosting of Brian Kenny and his staff. Our special thanks to Gordon Jones for taking considerable time to explain his mission and answer extensive questions. Our visit to New York began in the 46-story, Norman Fosterdesigned Hearst Tower. Our sincere appreciation goes to our host Beth Polish, whose focus on our time there began back in May. Working with her assistant Chris Drury, Beth developed a rich tapestry of a session replete with a surprise speaker, followed by exquisite cuisine—truly a gracious welcome to Gotham. Thank you, Beth. The afternoon of Day 1 in NYC found us in another modern landmark—Cesar Pelli’s 55-story glass-and-aluminum spiral of the Bloomberg Tower. We wish to thank our hosts, Angela Martin, and the expert (and patient) moderator Nina Mehta for gracefully taking us through the labyrinths of contemporary algorithmic trading.

Our morning visit on Day 2 was hosted by Michael Zimbalist from the New York Times R&D, who was also an early supporter. Our time in the Renzo Piano-designed glass tower was magical, ensconced above the city spread out before us. Then it was time to go downtown. Our session at the new NYU Open House was only possible due to the enthusiastic and consistent support of three educators: Bonnie Blake and Ansley Dunn of the NYU School of Continuing and Professional Studies (and the Master’s Program in Graphic Communications Management and Technology) were patient and energetic collaborators who went the extra mile to find the best venue and then arranged to have that magic energy that comes from students in the discussion. Our path to NYU was blazed by Adjunct Professor and new media veteran Thomas Falconer who teaches social media at NYU. Our connections to the above supporters, as well as advice on navigating the rich ecosystem of these cities, was abetted by an additional circle of advisors. We wish to thank: Marci Weisler of Eachscape, Owen Davis of NYSeed, Sanford Dickert at Peerindex, and speaker Douglass Rushkoff, who knows everybody and made much-appreciated introductions. Finally, we wish to thank the members and their organizations for their incredibly valuable contribution of time and attention. This event included a three-year anniversary celebration— an event that was only possible with your continued support and encouragement. We very much want to express our appreciation for this important milestone, and look forward to more ahead on this amazing road we are travelling together.

image sources C New York Skyline | 10 New York Times Sign | copyright 2012 Georges Nahon 23 Furby | Drone | NYU | Nook | 24 Open Source Hardware | UN Global Pulse | Energy Clock | Cherry | TaskRabbit | RelayRides | NYU & Cornell University School of Engineering | 25 SENSEable city Lab | Bicycle | Homophily | 26 Brooklyn Grange | Social Network Influence | 3D Printer |


27 Quatified self | The economist | 2004 logo | 28 Self-sensors | MIT personas | Quantified Self | Personal data locker | Gatorade Mission control | Economic trends / tracking points | imagecache/290-width/images/print-edition/20120303_TQD003_0.jpg and sites/ png Feltron | 29 Data market | David Rose on Glowcaps data | 30 Zimbalist info graphic | Check-in Map |

Orange Institute: going forward

Orange Institute will continue to conduct at least two immersions per calendar year in 2013 and beyond.

Orange Institute 10 | Tokyo

Orange Institute 11 | SF/LA

Orange Institute 12 | Berlin

Spring 2013 will see us return to Japan for a multi-layered, multi-city research mission on the latest trends in design, manufacturing, connected lifestyles, and resilience.

Fall 2013 is planned as a multi-city exploration of the ‘Siliwood’ phenomenon: technology of Silicon Valley interacting with the entertainment/content powerhouses of Hollywood and SoCal, and the impact of social media.

Spring 2014 will bring Orange Institute community to the reigning creative capital of western Europe, where startup entrepreneurs and design geeks are building out the next wave of Europe’s digital economy.

Orange Institute: where new ideas await Orange Institute community members have been fortunate to share deep insights into the future with each other and their companies for the past three years in locations across the world. Our unique combination of experts providing detailed descriptions of their work, with a conver-

sational, interaction model in an intimate setting, has delivered proven results for our members, as shown by a high retention and referral rate. With the backing of one of the world’s largest and innovative communications providers, Orange Institute will continue its far-ranging and probing

investigations of the digital economy. For those who are ready to go to next level of innovation thinking and doing, we invite your participation. To learn more and receive a personal consultation, please contact Romeo Machado at +33 1 44 44 04 17, or email us at

Orange Institute 1

Orange Institute 2

Orange Institute 3

The Innovation Imperative

Societal Remix

Creativity Has a New Address

Silicon Valley November 2009

Tokyo June 2010

Beijing September 2010

Orange Institute 4

New Age to New Edge Silicon Valley November 2010

Orange Institute 5

Orange Institute 6

Sensor Networks as the New Growth Opportunity

Where Enchantment Meets Inspiration

Madrid March 2011

Paris June 2011

Orange Institute 7

Orange Institute 8

Orange Institute 9

Innovation as Destiny

Strategic Imperatives in a Post-IT World

Feedback Economy & Realtime Society

Tel Aviv October 2011

Silicon Valley March 2012

Boston & New York October 2012


Institut Orange, SAS au capital de 30 000â‚Ź - 6, place d'Alleray 75015 Paris - 514 822 568 RCS Paris

Orange Institute 9: Feedback Economy + Realtime Society