Earlier this year, around September 2011, I attended the Compubrand Brand Summit in partnership with Microsoft.
One of the presentations by Microsoft’s Alexandre Michelin (Executive producer MSN EMEA) really grabbed my attention. He stated that, “Brands needs to reinvent themselves in this new digital world and find new ways to re-engage consumers in order to enhance brand loyalty, otherwise, consumers will desert them.” Which is particularly true and very challenging.
That aside, he played a video clip of Microsoft’s productivity future vision. A high-tech representation of how technology could transform the way we get things done at school, at work, and in the home over the next 5 to 10 years. That video was released back in 2009.
Productivity Future Vision (2009)
Fast forward to 2011 and Microsoft has just released the latest edition of this futuristic view, with a surprising addition. South Africa features with views of OR Tambo International airport, Johannesburg and melktert. Yes, you read correctly, melktert.
Melktert, for the uninitiated, is loosely translated as milk tart in Afrikaans, and is a traditional South African dessert. It is a sweet pastry crust containing a creamy filling made from milk, flour, sugar and eggs. The ratio of milk to egg is higher than in a traditional European custard tart or Chinese egg tart, resulting in a lighter texture and a stronger milk flavour.
Skip forward to time code 05:31 and behold high-tech melktert. Not exactly melktert made by small nanoprobes, but rather an interactive recipe with video and some cool infographics depicting the ingredients and method of cooking.
This is certainly not new. iPad apps such as Epicurious and Jamie’s recipes already offer some of these features. However, if we have this kind of technology at our disposal now, I get extremely excited about what the future may hold.
High-tech melktert Productivity future vision 2011