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and then with the materials that's the that's the materials with which you build the house
and then i think the design it gives it shape makes it look
nice but what what is is well very important is that it
gives you know makes it accessible uh_huh you get the door handle
but it that's as well communicates this exterior because if you
if you have good ideas if you have good materials as long as you cannot communicate them
and as long as people don't get what the idea behind this it doesn't matter soul
i think what's changed is that engineering and marketing and uh uh design
now we work more hand in hand and perhaps every before
and we used to be a perhaps um separate disciplines but now every
uh this thing is needed to make a nice holistic yeah
result at the end and holistic also with the with the perception sports because
people have more of a perception of sport now that the stars not on as well
we you know it it that there is a chain that there is a
there is something bigger that goes on in in making that performer
not in all cases but in many cases uh enabling them to do what it is that they do it
yeah and there are some nice nice examples i think in professional sports we have
allowing the um i've mentioned before in our all done that now
all the running shoe brands they want to uh and
to get the marathon run below two hours which was not even thought it would be realistic some music all
and when you look at those missions which are marketed very well for the companies by the company
through documentaries and so on you see it's not only about the athletes it that it's about
nutrition and it's about the psychology of the athlete and they're huge teams around them
uh so in every in every field there is implied imply team play otherwise won't get there
team play speaking of which from the team out there how about some questions for our panel if there are any
um i see one in the back there um if we could get the
i could hurl that across the room but i think it's better do it this way right if if you could
say who you are place um it's uh uh that help things that's that's the last uh still right so
um i was gonna make a comment on low fat comment about a chicago t. t. j.
do you i it's it's a multi disciplinary dietitian
performance the athlete was not walked english it
you really think a lot because you look at those projects carefully asked is the founding themselves up to project
which he's trying to do all those things you say asking it to the project because also but i don't think let's let's forget about
but you know all they really trying to push the envelope is it just that
the greatest the most marketing tool just such that consulted at fifty bucks
yeah of course i think i don't uh nobody wants to hide the fact that that
the and it's great marketing and that um it really works i think so too
um but really i think on this topic that top level of um of athletes
they're all very good so all the things that are needed
to make somebody one percent better than the whole rest
so yeah the goal is marketing but the means are needed to to achieve that
that's what i believe i totally agree on just for it to the fact that these
projects tend to be packaged split some marketing that's why i think yeah thank you
i mean you know but i you know if you look at investment um
marketing investment you look at the clock the shoe manufacturers for example
think of a huge marketing money that they put into football uh i think of the clubs in in
to certain players um that's a choice that a manufacturer makes isn't it because that money that's invested
in those relationships is not necessarily going into into innovation is it
but in fact with only there's input but we decide that we don't want
to uh spend a a lot of money on on on that the
spore for several reasons but with really decide to invest in a research and looking upset how
we can do it well then does a matter of additional whole uh you as
a company want to if you want to be more focused marketing or you want to
be more product focus of the and all of us would make marketing yes
but that the n. all of us will have a different focus on in our case our focus is want to make the best products
and we try to do it and uh it's a constant level element to that will more
sports classic example you know words the where do you draw the line between marketing performance
uh uh you know i investment it you know this there can be a focus of
the best but i think you were in the uh formally you've got quite strict
limits on on how you can innovate or of let's let's say you know
they how you can your your your margin for being able to
to differentiate yourself within the rules will first of all thank you as it was it was a great question
and and i think the way that i would on certain i'm i'm not from a shoe company buddies
but ultimately i'm sporting bases can go hand in hand and i think that's the
important point here is that we're trying to use is sports a platform
two illustrates um bases challenges and solutions to those challenges
and we formally we decided to do is to um not create
championship which is super fuelled on aerodynamics in wind tunnels and
investments of a hundred million plus we've decided to do is
to to keep the differences between the teams manufactures
very specific for there is the car companies need to develops that's the efficiency of electric motors
it's the software that goes with those motors is the in invert servers and it's um uh did your boxes
so what we've tried to do is to ensure that there's a proper return
on investments so that what we do is we create sustainable sports
which is a stable for the environment but we also make sure that sustainable sports
to the future economically so that each the stakeholders can can can can balance i think
that's the important point of um ah you know whether it's a
shoe manufacturer whether it's a a a maker of equipment
they've got to be able to get to the right return investments and and i think what we talked about today's
how can we popular ice for how can we use innovation c. to
make sure that people can be the best that they can be
and i think everyone in the room here probably agrees with that point is that innovation is
an enabler ah at the mall resize or and uh helps us all to succeed
and there's also i think a perception increasingly in the world away that you have to be perceived as an
innovator uh_huh it's not only that you have the end of it it's that you have to be percy
as as an organisation or as a brand reasons for that is
changing that wants to change which of course bits and
very nicely with the design world because design is all about imagination and and change and being different
uh do you think the design if you think about designing for the future you
think it's you being pushed voice work to to innovate in terms of
of design i yeah definitely because there is the the models as well to innovate
so when we get the briefing there's that month that it needs to be
market that then in here too but i think even saying this what's really important
that this that you always stay on this with the design because now to
that nowadays there are too many possibilities as well to the public to find
out if you either lied to them or make something that doesn't work
doesn't work anymore so i think this honesty to design and to not just invent stuff
uh enough for the sake of it but really to innovate for a reason
that's a very important point and that's as well why styling uh
will always call away a bit more from pure styling that's
like perhaps all design which is more on this superficial it is
but it will uh be very useful approach to it
i can't think of a better note to end on then then then that one which is the idea that the design has to be genuine
it has to do whatever it can't just be designed for the sake of design or or style or fashion
that this lady is not the direction that things are are going in nowadays
thank you very much to this panel we're gonna stick to our or a timetable
ladies and gentlemen this session uh on designing for the future is really at the heart of
this event the spot it's about innovation transport the coming together of
innovations work i think of this as our imagination session
because it's all about where the image should be uh innovation in the
world is going out scores enabling that how it's impacting sport
you know we're tackle this very broad subject we've got a broad
range of uh experts and introduce them one by one
so that you understand their areas of of of expertise and where they're
coming from first of all i'd like to go out for dinner
a professor at the heck out
very much viewpoint ah professor show
there is a professor here at the university uh
so what is your here very engineering professor well composite materials area is material sign
i know that like to introduce uh if you have no respect
to really i was headed to a vicious innovation for asset
thought manufacturers i'm sure you're familiar with uh in the area of fort
and thought finally how ross all our way is the director of
media and business development for f. i. a formula thingy
uh how it will be leaving from here to head off river where to do their
next phrase and then it has in the not too distant future uh next month
he will be here in switzerland for event interact which would be the first
more race uh although rationed in switzerland for about thirty years so it's a timely
visit to switzerland for him as well we're very pleased to have him in the rest of our uh our panelists here
what i'd like to do because as i said before the very start this is a quite a broad uh ranging
a session and our parents are coming from a wide variety of disciplines um
i'd like to to to let them introduce themselves in terms of
where they set in this discussion i will say that it is like materials
and modern materials it's gonna be very much and interwoven discussion because
in the discussions that we had previously it's very clear that there's a
very very close connection between all the people here even though all
they come from quite different perspectives so the or perhaps or start your
under that we can work down this way with a a introductions
where where you uh commit to this picture of designing for the future
i have a within the yeah world of product design i have two different roles on
one hand i'm a professor at the cal just the next door so to say
and then the professor for product design so uh it's very interesting um
to see that sports is becoming more and more important as well
in the world of design in the academics and i have
a product design office in zurich with about ten employees where
we get confronted with the new needs of the clients
very yeah so uh i'm miles goes by at the p. f. l. as a professor in the field of composite materials
um my relation to lose sports technology and design is of
course through the composite materials that i work on
because a lot of the sports equipment on maybe with lightweight material it's all about the energy wrist
fusion band been under good control between these so that's why i became involved in sports
inigo a working essex a stands for and understanding corpus and someone somebody and
in my new role what we're trying to look instead of inside that
were really good intellect inside how we can look outside because
it will have to go with with us that up so to go with other entities to make this innovation combine it fast
and now i am good morning everyone um i'm i leave us alone from formally
and they're my background is very much from a traditional rights older background so
i've been involved cheap exactly the number for all clubs united kingdom i'm
involved wrote the been involved in swimming so i have a
i suppose the heritage of traditional murders a a traditional sports um
and i think what i bring to the panel today is just a wee bit more perspective
on our rights holders approach technology and my
latest ventures been involved in in starting
formally which is uh the world's first electric motor sport but uh as j. says
is that coming to switzerland later this year and we're currently in our fourth season
and it's a fusion of technology entertainment in the environment together
um and i think you know i i this is exciting panel
because i think ultimately what allows us to do this too
challenge the way we think about sports and challenge to the way
we think about the fusion of of technology on sport
the yeah it if we take this in in um a number of steps in quite a methodical engineering style way
um i we could first of all think of sport as
a platform for innovation or enabler of innovation or a
way to push forward innovation because it it is an
area that not only stimulates a innovation but also
i can bring it to market quite quickly very make i i think you had an awesome thoughts on this yeah we've we've had a lot
of experience with the working with different types of companies from iowa space
to do sports to ultimately i mean in the sports uh industry
people are ready to bring innovation very quickly because they want to win or they want to be able to sell they want
to be the first one to sell some new technology so we see that ah in if we work on something
students in particular because sport is also very good way to attract a lot of uh interested students
and uh we can gentle within the next month uh see this applied for example
with uh we worked a lot with a boat companies with america's cup uh
i didn't he for example sometime ago and there we had student projects we developed a new
technology or a new idea and they were ready to put it so already the
next month on the boat so this has been very exciting because then
it's weekend then we need to i was pays the two other views but uh we get
a lot of experience and a lot of new innovations that could be very ready tested
and you find this for probably thilo and when when you're when you design something that
you can bring it let's call it bring it to market quite quickly through sport
yeah quite quickly i think if you make a a one off then it's easier but
a big a big question is always how to mass industry lies that
that's then the big question and perhaps even if you produce in switzerland or in
europe it might be easier but even if you have a finding here
and you know how to do it here than in some cases you have to transfer it for example to asia
and skated up from making ten pieces to a million pieces a year which is then a whole different
a challenge again well we could talk about bring information to your and that we just asked
i think it's a it's a nice opportunity for the brands to
to make what they call a a close personalise a production
what it means that i think will have the opportunity to be more ecological produced was what we do
and make it in the personalise weight because at the end everybody's different and
it's a big opportunity to make customise it i mean for everybody
because you know one of the things that came up yesterday frequently and work come
up throughout this event is the push towards personalisation especially personalise content people want
information that's the information they want they wanna watch entertainment that's the
entertainment uh that they want it seems that even manufacturing
could be moving in that direction to a certain extent you were saying is what they
call the four point zero manufacturing is the three the printing all these mother
until now it was really focus on one printing now technologies bringing a lot
of possibilities to inject a carbon fibres that a lot of things
and they see we'll see a lot of changes on this part because at the end is everybody's the
fun is very easy to take your foot to scan all your body scan is very easy
and uh it's because you go what has an and uh uh gonna can we have a lot of sense then has to come
at at the the um
the the mass scale and um how we obviously are sports variable with huge manufacturers
better testing new technologies using sport just new technologies that they want to bring to the market
quite quickly so sport yes or whatever type or what might happen sooner the better so
but um there they use work as an r. b. lab in fact
yeah i i think it's fair to say that that this is not new to much sport i
think uh innovation if you look at formal one you find fuel injection you've got traction control
um a lot of new innovation for the automobile industries come through motor sport
come through that they talk about the relationship between innovation and um
a racing in there you know ten years of r. and d.
investments can can can be recruiting when you're racing because
you know it's it's people against the clock and um when you put competition into people are
are used to developing some great results so we started i suppose i'm our project
looking at electric motor sports election vehicles which of lights
uh hadley behind combustion engine of the past
hundred years and we decided screw a championship together with sapphire
a um which how to both develop relevant technologies
for election vehicles and also use the marketing platform of
sports which broke down i suppose the um
the perception of the election vehicle the perception that lecture vehicle didn't have performance didn't have autonomy
and we created motors for which was very very focused
on areas that the manufacturers could invest in
and and ultimately good return on investments and i think that that's the
picture sense of of sports industry working together to common good
so the the um the
industry the manufacturing industry the automobile industry whatever industry it is
can move probably use product as a market was was a marketing
platform to communicate to sell but also they can test
their new products in a way that attracts attention but also that is
easier to do because the the the scale was smaller probably
well you mentioned sailing is a good example that yeah skein
is ah is more and also regulations are very different
so all it's true that for example in descending world we do tend to try and not a lot of new materials
and then they can be implemented maybe later on the numbers babies and so on
so because the the regulations i mean thankfully also for us and i was beside restrict or a medical industry
so it takes a lot of time maybe five years to develop a new material and tested and certified
was was boards as long as you can show that you have a good performance you you just use it uh that's it
the um one thing i think that's also happening
is that um that sport is increasingly
becoming a driver innovation because in the past it was more more passive someone
uh an area where we would say yes we'll try new innovations will
try new tools will try new products see if they work for team up
for sport nowadays you've actually got clubs or sports that are investing
in technology themselves or companies that are investing
in sports related technologies are six you
were saying is invested in a in a adapt that sport directly sports related
that you you could almost think about us as a as a sport
way of driving your business i thing at the end uh all
all things that's as important as the businesses around at the n. a competition is
getting really important then plug it in a way to to be on
and also happened to the companies and then what we're trying is to find a
way to connect with the consumers what we one is that uh we can
make the life of the of the sport guys better because at the end spore itself
and there is a sport has a competition part and has to have but
when you mix both things is what interesting and for that reason
what we're doing also developed and i flirt with having keeper that we we tell people how to
improve the pace have to run how to improve but basically what we're doing is in
improving the the way that the exercise because again with information with
some intelligence on the back you can make the like that
we could shift now into the next phase of this discussion which is about design for sport
we were speaking before about sport as as a way to move design
into the into the market more generally uh innovation into the world more generally
but obviously we've seen a lot of innovation designed specifically for sport and um
i was uh thinking still about i feel about what um what what design elements do you see
coming yeah and that that it become more important in the world of sport
and hadn't think that design uh it is affecting sport in changing it
i think the human aspect is extremely important so it's a very uh human centred approach
because now there as well technological possibilities that were not there before
uh with all the equipment that we have now at our hands we cannot make a product only
for the mass market but we can produce as well quicker for individual people and individual solutions
and generally i think the uh and the whole
sports and equipment manufacturers they've only be calm
really keen on design in the last that's twenty thirty years and before that it was extremely
an actor even but perhaps without um communicating it that easily to to to the market
and um what's interesting now is if it that you look at the uh at at at markets
there are a lot of of court player so they need to different shape each other's and from each other as well and their
design plays a very important role and it was well occupied those
those nations i think uh the that's very important now
what home see the the connection or the relationship between
uh innovation at the elite level the impact that
it makes it the only level when you have a new product and how that fits into
mass participation and and in into the rest of the market if you take a
um of the sports product that's coming and what you think the differences
well i think the difference is perhaps that that first you design and engineer on the higher level
because all the top athletes are at the several at at the very and similar level
and you need to squeeze out that one percent which is missing to be better than the
others but then like it was mentioned before it's a bit the concept car thing
that after some years making the top level better it
will trickle down and uh the the mass a
user will uh will really benefit from it but i think it's always they where you go first
to uh to start innovation at top level what about aspects with what is your take on that
i think it's really important to well first to the extreme that is the competition because is where you find the
most different things the the extreme of what you need what this is all that is when you take
it down it into another part of the design then when let's say when you haven't that lead you can
only focus on the function when you go to the mass you have to fruition function plus design
then i think it's really important for us to go to the competition too
that's the product in the in the was condition and then when he
goes to mass uh you have to make it also look nice
but also you can make that connection between the old lead and the mass by
with demonstrations or things that show that this product that's done at
a high level but also be relevant to to the
public and has six is that some uh experiments with that we make it this two years ago in new york
and on the the talents we make the people is to keep the base of the a wreck or of the microphone
as much as they can interesting thing we put them in the training and we put some security
and uh they have to get that phrase uh normally martin is two hours and uh whatever
they keep five minutes then the interesting part is the person cannot keep the pace of
a amounts on runner more than five minutes it was somebody that was more
it makes sense seeing how difficult is the ref to that because you see it on
t. v. and looks easy uh_huh it looks that you can do it and then
they realise how difficulties and i think that made me think how much effort on the back of the things
and one would hope that it it shows them how far they have to go
in terms of their busy all physical capabilities to get to that level that the show is
not gonna solve the problem for the necessarily a lexical if you need to work
also right well that it's interesting because we had some good timing out before this panel
because it was an interesting article in the paper uh the other day then
uh people might have seen about the us where they're having a
controversy now about the what they call textured since women
which are the high end it we performance so it's that
are now being used by more more young people
uh in the states and children are using them when in fact they don't
fit they don't really do much much good um and they're very expensive
and there's a controversy because uh they're saying if you have swimming competitions for children and
their swimsuits it cost five hundred dollars some parents can afford them some parents can't
uh so that skews the computation but also it makes you wonder about what signal that says to a ten year old
uh if you're giving them a swimsuit you're kind of saying well this one so we'll make you a better swimmer and there's a great little story and that's
uh i'm a article where there was a some research done by us a swimming
and uh one of the parents or the actor was apparent went to the coach and such i invested that
in a five hundred dollar swimsuit for my daughter and the coach said well actually
i would suggest that the best thing would be to get your proctor sometime
and i think that one of the issues with new york
with that and innovation is that perhaps it can take
the high off the sport where the discipline or the
need to actually be doing by the sport properly
how you can you said you had some swelling experience so yeah that maybe this would be relevant
well listen i i think there's nothing like like hard work and being the best you can
be but i think for members four point of view i think new technology in
you know you can see when you come into the whole today the
the the big buzzword in sport my muse e. sports and um
e. sports in shame because is devoted to it's legal legends it's
uh mine craft it's it's all sorts of games that that maybe don't
relate to to the common sports and what we see is
motor sport traditionally has been uh um environment where
wealthy kids get options to drive go carts the then get funded on schemes
they bring sponsorship and by the time you get the league level there's huge
amounts of money involved in in in the pathway of of achieving
um top top performance and what we see with something like easy sport now is
that it to market size is sports because what it allows you to do is whether you're on a mobile
phone whether you're on a playstation with you on an x. box whether on a high class simulator
it allows us to to reach out to much bigger environment
and test people's skills see whether there is that
the the the the skill level that allows these people to be top class awfully so i think
um innovation in the future of innovation can be very very exciting for sports that maybe had a
uh gene pool which was was was was very very narrow what it
allows us to do is now make motor sport mass markets
and we're certainly looking at how do we you know why is it that there's no female
driver do do you believe level of motor sports and and how do we get
um hum you know diversity and backgrounds more female drivers
i'm involved in the sport because knots what society is and and you know sport
needs to constantly or of all of our and be related to society
that and that catches on to the next topic which is really it's it's not just
uh designing um sports equipment but it's really designing sport
because the the the technology can impact the way that a sport develops but sometimes it just
having an innovative approach to the sport an innovative approach to marketing an innovative approach to the use
of data uh you were mentioning the data is is going to be more and more important
were shoes back to what i think it's important for seven others for example what little is you can
see innovation from begins with that they're really expensive or you can mean a vision for example for
making sculpting of the three innovation you can see that a lot of
people that were invisible in the past and you can see
that you have talent that that's one way and you can fact then and for innovation and that uh you can improve yourself
and uh i think uh innovation is not all about that is how
you manage that that on a on a and that place
use it for performance you can use it for that needs or you can use it for example for improving your
they live and and this is where we we have to think how we make it affordable for everybody
in in a you feel you were mentioning that the sports that elevated
but what that of innovative and we're technology is displayed a bigger or the sports that we've seen growing over the past
twenty thirty years uh compared to some of the more traditional sports that haven't evolved and haven't embraced innovation um
is is this something that you see that's driven by technology now now not only technology to but it has
i think a lot of a lot to do with the uh with the format of the sport
so for example let's take ascii cross now which is much more spectacular than
perhaps a slot on to watch so i think it's it's uh
it's a mix between the format of the sport and the technology and the whole teams that work
around sports but i think it's a lot about how it how attractive it is to watch
and as well to do if you look at the last ten twenty years at
the rays of all the let's call them extreme sports are fun sports
it's crazy how they pushed the traditional sports out a bit of the of the viewing scheme
so i think it's it has as well to do with uh with different habits that we have today compared to uh
like only ten or twenty years but if you look at sailing which isn't something that you're aware of eric there's a sport
that had that many years ago or years ago facial what challenges yeah uh_huh that for all these reasons it really expensive
inaccessible and also not changing much yeah and also ah i mean we
see for example with the america's cup and some of those races
they were a bit boring to watch because it were lasting two hours
in and they were just ah very far way so they really
post and that will also with the design push the boat so that they would be much faster
ah abysmal fun you make its ah so the races shoulder um more spectacular towards with
baseball's downfall is with the rigid wings it almost looks like a plane now
and uh and i think this is really uh been important for the savings
boards because now a lot of people are interested people were not
maybe watching ah these races knows not to watch them and and have
fun and it's also true for racing on the main melody
yeah another races on this late uh every year and they are trying to improve change
a design new boards uh every time the normal fun to watch more phone also for the people to
to to do it and to play with so it's uh goes both ways
i think when it you know there's always the question of cost of these things and if you take the automobile area for
example you got manufactures they're willing to invest in a nation in in the case of the uh it we sailing
america's cup obviously it uh at at one level you've got huge companies that are willing to invest
in developing technologies but for a lot of and and and and innovating uh_huh but
for a lot of sports let's call the mormons participation sports maybe that
capacity to invest is not there in that capacity to innovate so maybe it requires a different mindset
to be able to innovate i think probably mention swimming on it which is the classic
well of mass participation sport that i mean we talked about the swimsuits but
swimsuits apart which is you know only a certain kind of innovation
swimming swimming right i mean has a has a change has a bit of it but i i i think the one thing sure is
that all sports need to keep up with modern technologies and and
i think i'm assuming is are different i mean we are
we started formally and and the view was to take the sports the people and so we we we
drive in these i conic environments where there's hong kong with this new york city zurich berlin
paris rome these spectacular backdrops and the circuits around
about two point three kilometres inland serve
so we look to minimise the impact on the local environment but what i think it's really interesting is
we came up with the concept which was about participation participation is a uh
a core element and part of the d. n. a. in informally and we came up with
a concept called fond loosed and for those of you that are traditional sports fans probably
um uh makes you feel uncomfortable and and uh i know when we first started talking about
it there are some of us that felt uncomfortable but essentially what it is is
you vote for your favourite driver through social media what that that what
happens as a result of that is the top three drivers
do something colour found loosed which allows them to push a button during
the race and get extra energy which either allows them to overtake
or to move or and and avoid a uh another car overtaking them
and we feel that this is innovating it's modern it's inclusive
and the way that we look at it is it's like having
a home much for uh for for the football um where
if you're a great in your in your own stadium you um of you know thousands of fans cheering you want
if you're in your own country like berlin this week and next seinfeld or daniel out
well a higher number of votes because it's it's it's a home race for them so
i think there's examples where um you don't need to go to the heart of the sport change it
you may be just need to look at um how
your sport relates the technology around whether that's
fan base like we've done which is social boating or whether it's a are we are
um i i wasn't really are talked about in terms of its allowing people to have a more um are sort of
and also uh an experience which is unique to them so whether it's virtual director
um these iterations and developments helpless i think to have a more personal experience with sports
and you know sports like swimming i think what will evolve into those sort of areas served
but long winded but uh frankly but but also when you mentioned these these uh these kinds of innovations
often they come back to data again and we've heard the word data
it's so frequently here um it it seems that so much of the technology
that's coming down the pike needs to be in some way smart technology
um and that if you're going to you you as if you were saying if you can have shoes they need to be smart rooms eventually if
i i think first of all has to have a base i mean the issue has to be good guy has to be a graduate nothing
but i think it's important because it's not only should issue make a a sense
but that the in the sense you use that show for improving just for
for being more have here then that what has to help used to make that but
means at the end issues uh to and that is a tool you have to put all that those together to make it happen
and and uh and going back a little bit to to the previous but i think they
were telling is i think that to kind of a sport or sports that are massive
and needy on the back and then you have money in the back to
research then you have a spores that that's the people involved even
is not media and and you can have a set and then there's for that than forty there really is more is very difficult
then why the song that with that that if you have that that you can make yourself indebted way
if let's say uh if we want to really develop a sport that a small
the more that i would have been a a cost effective way it will be easier because i
think the first group is really the everybody put mono and formal one in a football whatever
yeah sports like uh uh let that are uh ten is a running that that massive and everybody puts
their small spores that they've were able to get that that would make improvements it will be easier
and in in the one of the things that we've noticed of course um with all these things
we mentioned data but it also has to do with the reality the physical
reality being able to create products using materials better enable you to
put that capability into something that people could where we talked about where was the other day
is is continuing to move are we still making improvements are we got about
as far as we can go in making things while you're easier
no no i don't think we've we can still involved is there's no otherwise we wouldn't be here the research but
uh there it's evolving ah in the them and now we see
also that huh we can combining um materials like structural materials
with the sensors embedded in them for example so you could think of having you ski or years shoe that will also
at the same time record some information do you feedback on where you say if all
you know did you do too much not enough ah how did you practised
so i think it's uh oh i it's becoming more more uh oh ooh
or at least with the mini miniature relational sort of the sensors know any
you know before you had to carry a backpack with everything if you wanted to money to something
no it's only in in a small chip that you can have uh integrated in the material
so that in that range uh we we still have a lot of problems to make
and there's still a lot of opportunities to at some other cursed made a is
sometimes the innovation in product designer or doesn't need to be
huge over white or materials was important 'cause which if you think of tennis
other way that's changed i'm not only the tennis improve the only
and with all these great innovations and they can hit the ball hard or whatever but the game actually became easier
work for people at what we're in because of the wider materials and do things that they introduced
uh so that the barriers to entry uh became easier sometimes
it's not i mean it it doesn't involve date it doesn't involve
you back kind of innovation it's it's more basic innovation
yeah but still i think what's nice is that that they thought this gives you the
foundation on which to build the house you don't you don't guess you know

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Conference program

Welcome Words by David Eades
David Eades
15 May 2018 · 9:06 a.m.
Welcome Words by Philippe Leuba
Phillipe Leuba, Chef du Département de l'Economie et du Sport
15 May 2018 · 9:08 a.m.
Welcome Words by Grégoire Junod
Grégoire Junod
15 May 2018 · 9:13 a.m.
Welcome Words by Benoit Mariani
Benoit Mariani
15 May 2018 · 9:15 a.m.
Hacking the Future
Andy Walshe
15 May 2018 · 9:25 a.m.
Talkback Session: Smart Venues, Moderated by David Eades
Daniel Marion, John Rhodes, Claire Lewis
15 May 2018 · 10:18 a.m.
Talkback Session: Wearables and Data, Moderated by David Eades
Terho Lahtinen, Jean-Christophe Longchampt, Christophe Ramstein, Patrick Schoettker
15 May 2018 · 11:04 a.m.
Talkback Session: Fans and Data, Moderated by Rebecca Hopkins
Horesh Ben Shitrit, Pete Burns, David Lampitt, Clemens Schnellert
15 May 2018 · 11:46 a.m.
Interviews, Moderated by David Eades
Stéphane Guerry, Joey Tan, Olivier Glauser, Albert Mundet
15 May 2018 · 1:45 p.m.
Talkback Session: Machine Learning and AI, Moderated by Jay Stuart
Nicolas Chapart, Nicolas Déal, Johan Vounckx, Mehrsan Javan
15 May 2018 · 2:37 p.m.
Jochen Färber
15 May 2018 · 3:14 p.m.
Talkback Session: NextGen Video & Engagement, Moderated by Nicolas Henchoz
Christoph Heimes, Spencer Nolan, Pedro Presa, Alexandra Willis
15 May 2018 · 3:30 p.m.
Interview on Security
Earl Crane
15 May 2018 · 4:08 p.m.
Talkback Session: Cyber security and Digital Security, Moderated by Sébastien Kulling
Dang Duy, Thomas Shorrock, Jean-Pierre Hubaux, Simon Trudelle
15 May 2018 · 4:19 p.m.
Introduction of Day 2
David Eades
16 May 2018 · 9:35 a.m.
Social Business and Sport
Muhammad Yunus
16 May 2018 · 9:38 a.m.
Talkback Session: Designer Bodies - Yes or No? Moderated by David Eades
Roland Sigrist, Vincent Gremeaux, Carlos Canto Alvarez, Véronique Lugrin
16 May 2018 · 10:27 a.m.
Talkback Session: Designing for the Future, Moderated by Jay Stuart
Ali Russell, Emilio Risques, Véronique Michaud, Thilo Alex Brunner
16 May 2018 · 11:08 a.m.
Talkback Session: Protection through Innovation, Moderated by Mike Miller
Liam Mc Tiernan, Laurent Mekies, Eric Nauman, Martial Saugy, Mathieu Saubade
16 May 2018 · 12:04 p.m.
From Racing to the Road
Laurent Mekies
16 May 2018 · 1:32 p.m.
Talkback Session: Understanding the eSports Ecosystem, Moderated by Jay Stuart
Brent Barry, Anna Baumann, Julien Delalande, Michael Journot, Carlos "ocelote" Rodriguez Santiago
16 May 2018 · 2:05 p.m.
Talkback Session: What's next in eSports? Moderated by Lars Stegelmann
Brett Abarbanel, Stefan Kuerten, Jan Pommer, Federico Winer
16 May 2018 · 3:05 p.m.
Closing Words
David Eades
16 May 2018 · 4:06 p.m.

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