Henrik Palsson, the vice president and head of consumer lab, Ericcsson starts his closing presentation with a story about his family. He says in Switzerland, two of his daughters don't read news on paper but on television or online. Palsson says he travels too much to read a physical paper so the only person who reads a newspaper is his wife. Even she discontinued reading after realizing they could not get the local news at their summer home. However, coming to India meant that he could once again read newspapers during his half hour commute in a car with a driver. His point is, "local context is enormously important to how we consume media."
Palsson warns, though, "consumers are different but beware that the market is changing very very rapidly." His talk focuses on thinking about consumers as networks and communities, " It's about networked people... about network everything."
Talking about consumers he says, "It's about what I want not what the producers want." The willingness for consumers to pay will vary depending on content, applications and habitats. Last but not least he says, " the future will be shaped not predicted...the worst thing you can do is stand at the side while others are doing it."
