When Worlds Combine: How Creatives Meet Geeks!

Orange Institute 11
SILICON
VALLEY & LOS ANGELES —SEP 30–OCT 4, 2013

Orange Institute was founded in 2009 as a separate subsidiary of Orange with the goal
of stimulating ongoing, independent and unbiased investigation of networked models of
all kinds, helping its cross-industry 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, 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 in 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.
About Orange Institute
Orange Institute sessions immerse our community of innovation leaders from major companies and public institutions into the
selected terroir so that conversations have a rich context unique to that location. Here, the 11th session of Orange Institute
takes a moment to celebrate our return to Stanford University as part of the 2013 Silicon Valley segment of the program.
22

SV
LA
8
Welcome Remarks
9
Conversations About Disruption
10
Narratives for the New Enterprise
12
Almost Human: AI is the New UI
14
When Newton met Von Neumann:
Remixing Atoms and Data
16
Orange Fab Demo Day
18
Twitter HQ Visit
19
Youtube HQ Visit
20
Aaron Levie
22
Space is the Place:
Changing the World by Changing the Way We Work
24
Streams of Dreams:
Premium Content via the Cloud
28
From the Studio to the Data Center:
Digital Cinema in Action
30
Digital First Studios:
The Rise of Entertainment Platforms
32
The Next 100 Years:
Hollywood’s Digital Century
34
Chateau Marmont
36
From Sand to Silicon: Where LA
Startup Culture is Going
38
The Story is Changing:
New Trends, New Audiences for Narrative
40
Devoe House
42
Creating New Worlds:
Immersive Content via New Technology
44
Speakers
46
Participants
48
Tweets & Acknowledgments
33

For Orange Institute 11: When Worlds Combine, we were joined by members of the Orange Executive Committee, led by
Orange CEO Stephane Richard, as well as members of the press, academia, and the Silicon Valley ecosystem.
4

Hollywood is one of the world’s most iconic brands, and while it is much older, every day
brings it closer to that other great California brand: Silicon Valley. Orange Institute #11
was conceived from the very beginning as an exploration of that connection—or as we
call it, this “combination”—between a major capital of creatives and the world capital of
technology. We are pleased to bring you this report—our synthesis of the most ambitious
and well-attended session of Orange Institute since its inception in 2009.
To tell the story of how story-telling is changing we took the largest and most diverse
group of members ever across a week-long journey through two cities, over 12 different
venues including Twitter, YouTube, and two major studio lots to converse with over 40
experts in the Valley and Los Angeles. Along the way we heard from three of the most
important VCs working in California today: Ben Horowitz, Mike Maples, and LA’s own
Mark Suster, and arguably the most articulate founder from the consumerized IT sector,
Aaron Levie.
The “we” I refer to included CMOs, CIOs, former faculty from previous sessions, and
a generous representation of Orange’s own executive committee, led by Stephane
Richard, CEO and Chairman of Orange. We want to thank Dominique Delport, Global
Managing Director Havas Media Group and his team for supporting this collaborative
learning expedition.
Understanding the magnitude of the reconfigurations sweeping businesses and players,
and the roles we each play, is best done collaboratively, with different perspectives
coming to bear. We feel honored to be able to operate the Orange Institute platform for
this activity, which we call ‘pragmatic generosity’, since it benefits us all.
The story of a combinatorial wave sweeping over creative and technical industries is one
that will be playing out inside our companies and between them in the months and years
to come. We who attended Orange Institute #11 know that now!
The Orange Institute journey will continue. We are excited with the prospect of putting
together new learning and sharing expeditions, so that we can sustain our propensity
and disposition to be surprised and inspired. Together.
There is no limit to constructive curiosity.
With gratitude for your participation,
Georges Nahon
President, Orange Institute
5

Orange Silicon Valley
60 Spear St.
San Francisco, CA
Autodesk
1 Market St.
San Francisco, CA
Twitter
1355 Market St.
San Francisco, CA
SV

Youtube
901 Cherry Ave.
San Bruno, CA
Stanford Faculty Club
439 Lagunita Dr.
Stanford, CA
NVidia
2701 San Tomas Expy.
Santa Clara, CA

A methodical but passionate
investor, MIKE MAPLES of Floodgate
discusses ‘Thunder Lizards’.
MIKE MAPLES
Managing Partner, Floodgate
Exponential growth started with Moore’s
law in the Valley, but Mike Maples is
driving it deep into his investment thesis,
and challenging large companies to shift
from linear to exponential thinking as
well. Even more macro: Maples posits
that true capitalism and competition are
opposites, and that Jerry’s (Garcia) Law
of Capitalism applies to all disruptors:
‘don’t be the best, be the only.’
“ Failure is not a sin; not
trying for the big idea
is the sin.
”—Mike Maples
Conversations About Disruption
Disruption is not a stroke of genius, but a concerted effort to displace incumbents with entrenched ways of
doing things. Savvy investors have rules and criteria for picking startups who do this: we’ll talk to some of the
Valley’s best-known VCs who fund disruptor to make out-sized returns.
8

Orange CEO Stéphane Richard lays out
a roadmap for the week ahead: noting that
networks are engineered for combining data,
video and content of all kinds, he points to
a larger combination of creative talents and
technical wizardry. These new layers are
being built on a tower called the SMAC Stack
(Social, Mobile, Analytics, and Cloud). This
stack is leveling barriers to entry and disrupting
incumbents on both sides of the network/content
divide, and Stephane reminds us that the power
of Institute is the collaborative learning that can
happen when individuals from many organizations
come together to understand what’s next.
Welcome to
Orange Institute
9

ELISSA FINK helps us move from
presentation to persuasion.
SANJAY SHOLAKIA asserts CMOs
“own the growth agenda”.
JEREMY HOWARD is a data scientist
who manages a hub for 100,000
other like-minded geeks.
SANJAY DHOKLA
Chief Marketing Officer, Marketo.
The Social Marketer par excellence,
Sanjay Dholakia exhorts the group of
marketers to ‘own the growth agenda.’
His perspective is anticipatory and data-
driven: “70% of every buying process is
done before buyer even talks to a brand
or company,” and the inevitable logic
is “if you wait, you’ve lost.” The use of
content by brands, by its customers, to
engage continuously, is the laser focus
of this leading-edge practitioner.
ELISSA FINK
Chief Marketing Officer, Tableau
Tableau Software, another successful
IPO in the enterprise space, is
all about helping people see and
understand their data. This is a huge
opportunity – as big as the decades-
long footprint of Excel itself, and
since it involves visual processing,
occupies 70% of our brain function.
JEREMY HOWARD
President & Chief Scientist, Kaggle
Machine learning, around since 1954, is
coming into its own, with proof-points in
autonomous driving, document translation,
generation of written text from data, and
winning game shows against humans.
Kaggle is a hub for 100,000 data scientists,
who have common traits: creativity,
curiosity, tenacity, solid programming skills.
Howard, himself a data scientist, believes
deeply in the exponential march of the
machines: sorry, but “humans are not
improving anything exponentially.”“ If you tell me, it’s an
essay, if you show
me, it’s a story.
”—Elissa Fink
Narratives for the New Enterprise
Lessons from the Consumer Web have changed the $350 Bn Enterprise Software business forever. The
‘consumerization of IT’ has exploded in the past few years to create new enterprise service providers who
have leveraged Big Data and ‘push-button’ interfaces into healthy IPOs and market caps.
10

“What I do,
and what I express
interest in, is way
more important
than who I am.”
—Sanjay Dholakia
11

Tempo AI’s DONNEAU-GOLENCER and
co-founder RAJ SINGH are former
SRI researchers on a spin-out.
MAURICE PATELtakes us behind the
scenes of everything.
SHAI LEIB is leading the way
forward to a Siri-like experience
for the Internet of Things.
MAURICE PATEL
Product Marketing Manager, Autodesk
Our host from Autodesk, Maurice Patel is
at home in the world of story-telling in all
its forms: videogames are a special focus.
We visit the interior of the human brain and
Maurice helps us understand how it recoils
from an ‘Uncanny Valley’ when it becomes
disturbingly close to human. We learn
tricks of the trade, and understand that
as technology proceeds exponentially, it is
never quite enough.
THIERRY DONNEAU-GOLENCER
Co-Founder, Tempo AI
Personal assistants are defined by SRI
visionary Norm Winarsky as ‘software
that learns and completes tasks for
you’—Thierry has worked at SRI and
carries the knowledge of what’s to come
to mobile platforms. He sees mobiles
becoming anticipatory, able to predict
what we need next, and he calls this
modality the ‘smart’ layer. Sensors +
Data + AI in the smartphone will drive
this new experience, and Tempo is using
the calendar as the entry-point, because
it embodies our intent.
SHAI LEIB
Founder/CEO, Ask Ziggy
Shai is a one-man army, up against
scores of well-financed speech teams
at Apple and Google, with a focus on
speech recognition in context. He also is
fanatical about the user experience, and
AI’s ability to “listen, and land you there”
in a way that involves zero learning curve.
Shai’s ambitions are exponential, and to
get there he has created a framework
that allows any developer to tap into the
language assets needed to speech-enable
apps without being a domain expert.
Almost Human: AI is the New UI
Artifical Intelligence/Machine learning + APIs + sensors/devices + speech recognition is the new math for crafting
user experiences that mimic the way humans interact with each other. Virtual Personal Assistants and hi-tech
wearables are just two new product categories springing to life from this trend: ‘talk to me’ is the new ‘click here’.
12
Autodesk Gallery

“A big part
of our ability to
communicate
is empathy.
”—Maurice Patel
“To be
conversational
doesn’t really
take that
much
effort.
”—Shai Leib
13
Autodesk Gallery

CEO DAVE KENNEY agrees that space
is the very best vantage point for
weather observations.
Intel’s JENNIFER HEALEY focuses
on how we experience a world
infused and augmented by data.
PETER PLATZER of Nanosatisfi
is putting Silicon Valley models
into space.
JENNIFER HEALEY
Research Scientist, Intel
Intel IXR is about Interaction and
Experience Research, and Jennifer’s focus
on the automotive industry is called ‘Where
the Data Hits the Road’—apt given the car
as a collection of sensors and connectivity.
Jennifer is a design researcher and studies
how people drive, using all those sensors
to collect data, analyze it, and envision a
world where that data is shared with other
cars, and the infrastructure around them.
Car as Data, Infrastructure as Context,
dynamically made available to the car, for
dynamic traffic rules, parking reservations,
and autonomous driving.
DAVE KENNEY
Chairman and CEO, Weather Company
As the CEO of the Weather Company,
Kenney is perfectly entitled to discuss
“Acts of God, Data of Man”—to which
we could append, ‘Monetization by
Advertisers.’ It turns out Kenney’s
company is constantly finding new ways
to monetize weather data—not just any
data, but the freshest, most localized,
annotated global weather data anywhere.
Selling not just space, but non-media
plays as well: airline companies getting
almost-realtime data about turbulence.
Behind it all, the ‘Acts of Man:’ driving
climate change in a way that makes this
product ever more valuable.
PETER PLATZER
Founder/CEO, Nanosatisfi
From the Sputnik to Kickstarter: Peter has
moved from rocket scientist for NASA to
entrepreneur crowdfunding the PC’s of
space travel: the Mooresian transition from
mainframe to PC is happening now with
space technology. Business models for
Space are changing as well: peer-to-peer,
open source, a hacking intent that leads
to high school science classes doing
experiments in space. The inspirational
payload is way above the miniaturized
physical platform. We are energized by
the closing vision of Big Data in Space,
available to us all.
When Newton met Von Neumann:
Algorithmic intervention into the physical and built world is dragging us quickly to the Internet of
Things (IoT). We present three wildly eclectic talks on how we connect objects—even natural
phenomena—with data in new ways.
Remixing Atoms and Data
14
Autodesk Gallery

“I want to
die on Mars,
just not on
impact.
”—Elon Musk on
space travel
“ The freshest
data makes
the difference.
”—Jennifer Healey
15
Autodesk Gallery

Ben Horowitz [VC, Andreessen-Horowitz]
Stéphane Richard [CEO, Orange]
Richard Waters [West Coast Editor, Financial Times]
Orange Fab Demo Day
The first of several soirees. This evening is a big one, combining the delegates with 40+ Silicon Valley friends
of Orange, one CEO (Stéphane Richard), one world-class VC (Ben Horowitz of Andreessen-Horowitz),
six startups, and the one accelerator that made all of this happen: Orange Fab. The evening starts with a
conversation moderated by Financial Times’ Richard Waters between Stéphane Richard and Ben Horowitz:
on some things they disagree (Ballmer’s Microsoft legacy), on others they align (remuneration of ISPs for
traffic-driven Capex). Then the six startups pitch, then the conversations continue. Fade to smiles.
16

Twitter HQ Visit
As President of Revenue, Adam Bain has responsibility for a company on the eve of an IPO to generate
revenue sufficient to pay for more than 2,000 employees in offices around the world. While retaining a
culture that wants to build a company “in a way that makes us proud”—and a product that is live, public and
conversational. The focus is on Everyday, Events, and TV: all a succession of moments, and a brand mandate
to #OwnTheMoment. Jean-Philippe Maheu is a data scientist focused on the complex mesh of hashtags and
TV shows, sentiment, and intent. Using gorgeous data viz, we see how Twitter becomes a realtime global
water-cooler, spreading word of mouth about TV shows—and the ads that come with them—in patterns we
are just starting to understand.
“ Smart marketers are planning
for Moments in advance.
”—Adam Bain
18
Twitter Headquarters

A Visit with YouTube
Tom has a laser focus on the creators of YouTube who bring 1 billion visitors a month, consuming 6 billion
hours of video. The energy and money that goes into helping ‘channelize’ this oceanic creativity, and provides
a mix of content rights, social media, and analytics tools to marry content with brands for ad-based and
subscription monetization models – YouTube is a brand’s video publishing platform, either direct or with others.
“ In this world there are no gatekeepers, now it’s a
world of abundance vs a world of scarcity.
” —Tom Pickett
19
YouTube Headquarters

AARON LEVIE, Co-Founder CEO
of Box.com, wants to be loved
equally by users and by IT.
AARON LEVIE
Co-Founder CEO of Box.com
Aaron the CEO comes to the session ready
to do business—and explain how the world
has changed. From hierarchies to networks
driven by cloud and mobile, leadership,
decision-making, and ideation go to a
continuously-shared model. His confidence
is tied to a sense of ‘incredible change’ that
comes from combining the instincts of a
consumer company and the mindset and
skills of enterprise software. Aaron blends
product vision, market vision, and motivation
in a single narrative that many members will
recall as one of the best talks of the week.
Conversation with Aaron Levie
The dynamic co-founder of Box.com is an outspoken advocate for organizational change and enterprise evolution.
In this free-ranging talk, Levie hits on the changes that are driving incumbents to adapt or be left behind.
A cloud service itself, Box uses
25 different cloud services to
run its business.
—Aaron Levie
20
Stanford University Faculty Club

“ An outside
company who sees
a new way of
doing something
is not encumbered
by the legacy
business model
that doesn’t allow
them to make
that move.
”—Aaron Levie
21

DENISE CHERRY’S firm has designed
offices for Facebook, Evernote,
Giant Pixel, Cisco, among others.
JOHN HAGEL continues to
inspire Institute sessions with
insights on what makes us tick.
CHRIS THIERFELDER: a historian
of collective innovation.
JOHN HAGEL
Deloitte Center for the Edge
Stories are different from Narratives.
Stories are about Me, and they end;
Narratives are about Us—and they
can drive powerful engagement in
an open-ended way. Narratives have
been and continue to be used to
instill fear by focusing on threats.
Opportunity-based narratives are even
more powerful and instill passion. John
challenges us to think about our own
narrative, and that of our organization.
Most exciting of all, what can happen
when narratives combine?
CHRIS THIERFELDER
Expert in Design and Development of
Medical Technologies, XPrize Foundation
In an inspirational talk that put the ‘X’ in
eXponential, Chris helped us reconnect to
a theme that had been opened by Jeremy
Howard from Kaggle: new models of collective
innovation were restructuring the hierarchical
relations of domain expertise. He showed how
contests have always driven this restructuring:
a candymaker invented a way to preserve food
for Napoleon’s army, a clockmaker figured
out the cartographic feature of longitude.
XPrize, which precedes Kaggle by a decade,
has an exponential effect on corporate RD.
Consider the $10 million raised in prize money
for a reusable rocket: over $100 million was
collectively spent by competitors, and a market
space emerged from nothing to $1.5 billion. A
gold-mining company offered $500K for clues
to new deposits – it yielded $6 billion in return.
DENISE CHERRY
Principal, Studio O+A
Denise starts by asking what should
an office be today? There is no one
thing—the answer is multiple things.
Receptionists double as barristas, stairs
are briefing platforms, and meeting
spaces. Welcome to the multi-functional
office space that reflects the way
we work today: collaboratively, non-
hierarchically. In a neat tie-back to John
Hagel, Denise describes office space as
a part of the company’s narrative.
Space is the Place:
Both physically and operationally, new models for the way we work are constantly being born in Silicon Valley.
Everything from physical design of the workplace, to the way we design questions, to the way we look at data
is up for reconfiguration.
Changing the World by Changing the Way We Work
22

“ The challenge of most businesses is that they haven’t
even begun to think about their narrative
…but they all have one whether they know it or not.
”—John Hagel
23

PHIL EISLER runs both the cloud
business and consumer devices
that fill ‘gaps in the ecosystem.’
PHIL EISLER
GM, GeForce GRID Cloud Gaming, NVida
Phil Eisler wants to rip the screen from your
computer, put your computer in the cloud, and
project the bits onto any screen, anywhere. In
what could be a prequel to the last session at
Oblong, NVidia’s cloud chief explains how the
rise of bandwidth is virtualizing hardware—
everything from super-expensive workstations to
consumer set-top boxes—and liberating pixels.
Streams of Dreams:
Insight into how creatives and geeks collaborate in Silicon Valley is gained by looking at advances in digital
distribution of premium content. Give artists and designers direct access to distribution pipes, add algorithmic
recommendations, and watch digital and artistic worlds combine.
“ Once you separate the screen
from your computer it changes
the business models of what
can be done.
”—Phil Eisler
Trends in App Streaming
24
NVidia

“ We are
approaching a
world where
1 billion citizens
have at least
10 Mbs of
connectivity.
”—Phil Eisler
25
NVidia

MTI Film
1016 N Sycamore Ave.
Los Angeles, CA
Warner Studios
3400 Riverside Dr.
Burbank, CA
Academy of Motion
Picture Arts and Science
8949 Wilshire Blvd.
Beverly Hills, CA
Chateau Marmont
8221 Sunset Blvd.
West Hollywood, CA

General Assembly
1520 2nd St.
Santa Monica, CA
Devoe House
1870 Sunset Plaza Dr.
Los Angeles, CA
Fox Studios
10201 W Pico Blvd.
Los Angeles, CA
Oblong Industries
923 E 3rd St.
Los Angeles, CA
LA

JOHN STEVENS has seen the
art and science of post-
production evolve over four
decades to a point where his
digital expertise is sought by
vendors as well as artists.
DAVE MCCLURE runs
product for MTI, which
builds its own technology
to support its services,
and then shares its
solutions with the industry.
JOHN STEVENS
VP Engineering, MTI
We start in the basement, maybe not literally, but the data
centers that represent how film is managed and massaged
could be anywhere. MTI Film has evolved from a film restoration
specialist to ‘acquisition’—the facility where dailies are uploaded
from a bewildering array of digital cameras in any number of
formats—all of them involving very, very large files. This is the
beginning of an increasingly data-driven post-production world
where the computing and storage needs of Hollywood start to
look like an exercise in high-performance computing not unlike
Wall Street’s High-Frequency Trading domain we studied back
in IO #9. Indeed MTI is both a services company and a software
company, selling the solutions it creates for itself to others.
DAVE MCCLURE
VP Product Development, MTI
David McClure is a craftsman that has watched the art
of making film and television evolve into a pure digital
experience. Dave’s story is a narrative that connects
mechanical editing reels used to splice actual rolls of film
to today’s scenario, where pixels pour out of broadband
pipes at the end of each day’s shooting in a growing
array of different file formats. His job is to help clients
ride this never-ending cascade of technology evolution.
From the Studio to the Data Center:
Post-production in the movie business has always pushed the technology envelope, from high-speed pipes to
massive image processing. Today’s post-production house resembles a modern high-performance computing
platform. We’ll see one in action.
Digital Cinema in Action
28
MTI Film

JOHNNY SHIN’S roster of 1500
celebrities is available and
already ranked using Big Data.
EZRA COOPERSTEIN started
home video in 1984 with a
Fisher-Price child’s camera
BRIAN AHLUND’S company is
funded by William Morris Endeavor
Digital First Studios:
Behold the startups that are Digital Natives, born as digital, and restructuring audience in a social age for new
paths to markets for visual and musical entertainment.
The Rise of Entertainment Platforms
EZRA COOPERSTEIN
COO, Fullscreen
Ezra Cooperstein’s company lives
entirely on YouTube—and generates
over 2 billion views a month. This is
the new wave of empowered creators,
operating from anywhere – especially
from places where board culture and
youth prevail—in other words, not
Hollywood. This globalized audience
is unpredictable, and voracious: a
dancing Asian man gets 1.7 billion
views, changing what we think of as a
‘publisher’ or a ‘studio’ forever.
BRIAN WAHLUND
CSO, Jingle Punks
Like the other companies in this session
JinglePunks is about bringing Big Data to its
domain—in this case music. The artist-led
company has used machine learning and
metadata to classify music in novel ways—
making it more searchable for advertisers,
creators, and anybody who wants to
experience and distribute music as part of
an ad, movie, or other work.
JOHNNY SHIN
VP, Digital Media Partnerships, Ad.ly
The business of celebrity endorsements
is changing exponentially thanks to
social media. Ad.ly, funded by noted
LA investor Mark Suster, is in the heart
of this transformation, which can be
realtime, and highly targeted. Analytics
(again) power a database matching
messages with celebrities and their
audiences, optimizing yield. No more
hope-it-works multi-year, multi-million
dollar contracts—now putting a famous
name next to your product is a simple
text away.
30
Academy of Motion Picture

“ Hollywood can now
be everywhere.”—Ezra Cooperstein
31
Academy of Motion Picture

The Next 100 Years:
The film industry is a 100-year old institution ripe for disruption. Digital distribution to multiple devices, social
media, and the economics of big-budget film-making are all on the agenda as studios embrace Digital as the
gateway to the next 100 years.
“ If your program is half as good as
it looks, you’re going to have a
very interesting week.
”—Jim Wuthridge’s commentary on Orange Institute
program for the week.
John Attanasio (VP, Global
Product Marketing, WBHE)
Michael Puopolo (VP,
Research, Int’l TV Distribution)
Julian Lai-Hung (VP, Digital
Distribution, International, WBHE)
Jim Wuthridge, President of
the Americas, Warner Brothers
32
Warner Brothers

Hollywood’s Digital Century
In a truly memorable moment in Orange Institute history,
we walk into an enormous screening room at Warner
Bros to be greeted by Jim Wuthridge, President of the
Americas, Warner Brothers. Home Entertainment. After
his remarks, a panel of six studio executives from digital
products, home sales, theatrical, TV, and distribution
takes us into their inner chamber and exposes the
changing shape of an industry. What’s changing? What
isn’t: release windows, pricing of movie tickets, pricing the
library, distribution of product, promotion, piracy issues,
globalization—it is a stunning display of a management
team engaged on many fronts, speaking openly and in a
unified fashion. After this what can be left but to explore
the richness of the assets in the form of the studio tour.
Justin Herz [SVP, Direct to
Consumer, WBHE and GM,
Advanced Digital Services]
Tom Molter (SVP,
Distribution at WBPI)
Daniel Ornstein
(Director, Global Business
Development, WBHE)
33
Warner Brothers

Warner Brothers is celebrating
its 90th
anniversary and the 75th
anniversary of the Wizard of Oz.
34
Warner Brothers

ROB FRIEDMAN, Co-Chairman of
Lionsgate Motion Picture Group
in conversation with Dominique
Delport, Global Managing
Director, Havas Media Group
Rob Friedman is an innovator, and after taking Summit
Entertainment into new business models, he and his partners
sold to Lionsgate in a transformative deal that saw the
market cap of Lionsgate double in less than a year. Rob
and Dominique Delport cover a diverse set of topics, all
illuminating different aspects of the movie and television
business. It is a mosaic of risk-taking and judgments about
what people want, and is also an education on how to take
properties from one medium, like books, to film and TV in
market segments such as Young Adult. Rob is passionate
about content, about stories, and when he talks about
upcoming properties such as next spring’s ‘Divergent’, it is
infectious: by the time Rob and Dominique shake hands we
all have the fever.
In a kind of dream scenario, we have a Hollywood studio mogul interviewed by one of Europe’s leading
media executives, himself an accomplished journalist. In a major supporting role is the set the
intimate Bar at Chateau Marmont.
Conversation with Rob Friedman
By Dominique Delport, CEO, Havas Media Group
“ We have now achieved
critical mass and leveled the
competitive playing field.
”—Patrick Wachsberger, co-chair,
Lionsgate Motion Picture Group
Chateau Marmont
36

Lionsgate’s The Twilight
Saga has grossed more
than $3.3 billion at the
worldwide box office.
Chateau Marmont
37

Chateau Marmont
F. Scott Fitzgerald, Dorothy Parker, Hunter S. Thompson, Bruce Weber, Helmut Newton,
Tim Burton, Sofia Coppola, James Franco, and…Orange Institute. What do they have
in common? Moments of insight and joy inside the hallowed walls of Chateau Marmont.
Pictured above is the exterior of the Bar Marmont, site of the Delporte interview with Rob
Friedman; this structure stands next to the actual hotel and restaurant, pictured on the
facing pages. Time for your close-up…

JAMES SIMINOFF, founder of
Doorbot, an Internet-of-Things
connected doorbell with
remote video.
MARK SUSTER lived and worked
in France for 6 years
PETER PHAM logs about 100
flights a year between Silicon
Valley and LA.
From Sand to Silicon:
LA is a creative capital, and like New York the other capital on the other Coast, is jumping with tech startups
flourishing in the intersection of entertainment and the Sharing Economy. We’ll engage with several investors
and startup incubators emblematic of this vibrant ecosystem.
Where LA Startup Culture is Going
MARK SUSTER
Partner, Upfront Ventures
Mark Suster is the most famous VC in
LA, and he has is a global view on why
Silicon Valley is no longer the center for
the Internet. When innovation was about
Web Infrastructure, the necessary skills
were close to the Valley. But with a shift
to “the layer above infrastructure”—one
where the 3 C’s: Content, Commerce,
Communication, live in other places,
the genie is out of the bottle. It is an
inspiring talk by a VC very familiar
with doing business in France, and
very critical about regulatory and legal
barriers there.
PETER PHAM
Co-founder Partner, Science
Science is a new model for accelerators,
building its owned operated proprietary
analytics and acquisitions infrastructure
to startups it has invested in and in many
cases own outright. In this model, Founders
are valued employees, and exits are spin
outs. Like James Siminoff, Peter works in
LA but gets his funds in SV—he travels to
Silicon Valley once a week, 50 X a year.
JAMES SIMINOFF
Chief Inventor, Edison Jr
James Siminoff is a serial entrepreneur
who, like Mark Suster, was brought to
LA based on his spouse’s situation. He
speaks at length about the contrast
between a more self-reliant LA startup
scene versus the hothouse of Silicon
Valley. It is clear he’s not going back
north, except for frequent runs to meet
with investors: ‘we build companies here
in LA; we fund them from Silicon Valley.’
40
General Assembly

“What California has is an
acceptance of failure. If you
don’t accept failure as a society,
no one wants to try anything.
”—Mark Suster
41
General Assembly

HARDIE TANKERSLEY at Fox Broadcasting
hosted Institute at the Fox lot.
DANIEL SOLNICKI speaks
from a wealth of experience
with international markets.
OLIVER LUCKETT’S company manufactures
celebrities on the Social Web.
DOUG VAN PRAET is the author
of: “Unconscious Branding”
The Story is Changing:
From insights into neuroscience of storytelling, to the globalization of stories in the digital/social sphere, to the
world’s theatrical distribution channels, insights into storytelling and its impact on us are coming fast and furious.
This session will feature an eclectic mix of theory and practice, on how the digital global village is transforming
how we share stories.
New Trends, New Audiences for Narrative
HARDIE TANKERSLEY
VP Digital Product, Fox Broadcasting
Hardie is a member of the digital arm of Hollywood, focused
on a form that didn’t exist 10 years ago: apps for TV shows.
He articulates the open questions before us: can apps be a
competitive advantage? Can it be a business? How do we
market it? Fox is all in – about half of their shows have apps,
each category with different requirements. Want to know which
is the most suitable? Reality shows.
OLIVER LUCKETT
Founder CEO, The Audience
His 2-year old company is funded by Sean Parker and Ari
Emmanuel, and has 155 employees reinventing what buzz looks
like. Luckett is a renaissance man, a life-scientist turned social
media impresario with real-time analytics and a keen ear for the
authentic. He sells out stadiums, makes huge box office purely
online—he is leaving traditional media in the dust.
DANIEL SOLNICKI
Head of Worldwide Franchise Development,
Dreamworks Animation
Daniel Solnicki has a global view of the entertainment industry,
and it is fundamentally optimistic. Sober in his assessment, he
sees lower barriers to entry and commoditization as downward
levers. But his long view is bolstered by abundance: solve for
piracy by abundant distribution at lower prices, creating demand.
His message: there’s never been a better time to be a content
creator, and consumption of your content just keeps growing.
DOUG VAN PRAET
Author
Doug has moved beyond the ad industry’s intuitive understanding
of audience by grasping the emergent dashboard that cog-sci
and neuroscience has offered us. His research has yielded seven
steps to an integrated approach for marketers that are based on
our understanding of how the human unconscious interacts with
our more rational conscious mind. By uncovering how much of
our (purchase) decisioning is unconscious, he reshapes our view
of everything from consumer research to how we pitch.
42
Fox Studio

“We are now starting to make a
user experience out of a show,
there’s an opportunity to make it
more interesting…
”—Hardie Tankersley
43
Fox Studio

Devoe House
The closing dinner is held at a magnificent private house perched atop the Hollywood Hills on
the site of the former residence of Marilyn Monroe. It’s time to celebrate a journey that has
taken us from Silicon Valley to Hollywood, or what some of us are starting to call “Siliwood.”

JOHN UNDERKOFFLER worked
with Alex McDowell to create a
mockup of what became g-speak
for the movie Minority Report.
ALEX MCDOWELL has built the
world’s largest indoors set ever
made for a movie (The Terminal).
Creating New Worlds:
In this penultimate session we visit the red-hot Arts District to apprehend the next stage of story-telling:
immersive, experiential stories that are not told to us but happen to us. In this session Hollywood’s real-
life technical wizards will preview how we will experience content in the digital landscape of creative and
emergent technology.
Immersive Content via New Technology
ALEX MCDOWELL
USC Media Lab
Alex was Spielberg’s choice to design Minority Report—but
there was no script. Building a world instead of writing a script
creates a non-linear space that redefines the idea of authorship
– it is a collective process, like it was around the campfire.
Think of it as ethnology of the future: extrapolating a world from
a single artifact, like the letter ‘S’. His work with Intel and USC
will be shared with the world soon, and we will marvel again.
JOHN UNDERKOFFLER
Chief Scientist, Oblong
John picks up from Alex by explaining how they took the
idea and ‘hijacked Hollywood’—turning a special effect into
an actual technology. In doing so, he is reclaiming the soul of
the machine, rescuing it from the file metaphor and bringing
it back into a humanistic mold. Again we have the idea of an
assistant, ‘transducing human intent.’ But now, through the
magic of Oblong’s technology, we are using the ‘delicious
dexterity’ of our hands to command pixels liberated from a
captive screen, making them able to appear anywhere.
46
Oblong

“We are filling up our world with pixels.
” —John Underkoffler
47
Oblong

iO11 on Twitter
The scale of the When Worlds Combine
session makes our list of people to thank very
long. We were faced with an unprecedented
challenge: to create an entire week of pro-
gramming in two different cities and indeed
cultures, for a group of 50 people, many of
whom were there for their first exposure to
Orange Institute practices and perspectives.
We are very pleased to say that with the help
of the following people, we did it!
At the top of the list must be the personal
participation by the CEO of Orange,
Stephane Richard, who opened the week for
us, as well as participated in sessions with
several members of his executive team. We
want to thank Beatrice Mandine, Delphine
Ernotte-Cunci, Gervais Pellissier, Patrice
Lambert, and most especially Elie Girard
for their presence and energy. While not
present, we know we benefitted greatly by
the support provided by Jérémie Dutray and
Vivek Badrinath in the preparations.
Our sincere thanks as well to our friends
from Havas, led by Dominique Delport, whose
presence, and support was always manifest in
the person of Frederic Josue, always there with
an answer or suggestion when we needed
one. A most valuable resource in LA that we
shared with Havas is Professor Jonathan Taplin
at USC Annenberg’s Innovation Lab, Jon was
unable to join us in the runtime, but was there
at the very beginning and all along.
For the Bay Area sessions, we need to give
a shout out to Yujin Chung at Andreessen-
Horowitz for making the conversation with
Ben Horowitz a reality—and to Richard Waters
at the Financial Times for stepping up and
moderating that session.
To our new friends at Autodesk, the
cordial and capable Rama Dunayevich
and Julia Papapietro McFarland, thanks
for your hospitality and generosity, and for
Maurice Patel.
To Adam Bain, JP Maheu, and Sierra
Lord at Twitter, we are doubly impressed by
your hospitality at such a busy time for the
company, #youareawesome.
Down the Peninsula to the team at
YouTube, Jalil Chikhi and Jill Pervere, our
appreciation for the Institute first-ever visit. In
the “more than you’ll ever know department”
Phil Eisler, Serge Lamond and the NVidia
team not only gave a great talk but helped
us shape the entire transition from the Bay
Area to SoCal, so thanks for your excellent
idea guys.
Before leaving the Bay Area, a special
thanks to faculty who went above and
beyond—John Hagel for his continuing
contributions, David Kenney from Weather
Company for making the journey and giving
such as great talk. And talk about stepping
up, a special thanks to Box.com co-founder
Aaron Levie for joining us at Stanford.
In Los Angeles and Hollywood, the
list gets longer. AT MTI, we want to thank
@OlivierFech Amazing presentation from @oblong_inc
“minority report” is now (almost) real ! #io11
@OlivierFech “It’s amazing what you can learn when you
pay attention” #io11
@flaburthe With #orangeinstitute listening to
@alexmcdowell discovering how film design is becoming
agile thanks to previz tech
@rduboff Unconscious Behaviorism. Instead of asking
WHY. Ask HOW. Provocative rethinking of marketing.
@DouglasVanPraet #orangeinstitute
@rduboff Siliwood tour continues with #orangeinstitute
(@ Academy of Motion Picture Arts and Sciences)
http://4sq.com/15J1ynY
@SolineLedesert @bhorowitz speaks of cannibalization
of yourself and self-disruption for large corp. at
#orangeinstitute pic.twitter.com/m69xESLcqb
@jhagel “If you want to increase success, you need to
double your error rate.” - @m2jr at #OrangeInstitute
“All good innovation seems really stupid at first. Innovation
is never obvious” #orangeinstitute
@emmanuel_durand: very inspiring first talk from VC
@m2jr at #orangeinstitute : “failure is not a sin: not going
for the big idea is a sin.”
With #orangeinstitute listening to @alexmcdowell
discovering how film design us becoming agile thanks to
previz tech
Acknowledgments
48

John Stevens for making our first stop in LA
seamless, fascinating, and informative. At
Warner Brothers, Daniel Ornstein and Julie
Demarigny provided us with amazing access
and insights to the workings of a global
content powerhouse. At Fox Television,
Hardie Tankersley and Barbara Goodman
made not just us but our entire guest faculty
feel especially welcome.
In Santa Monica, we were fortunate to
have early access to the brand-new General
Assembly space at Sam Teller’s Launchpad
LA, thanks to Sam, and Sarah Tilton of GA.
For his continuing counsel throughout the
build process—and for a great talk—thanks
to Jamie Siminoff. Having Mark Suster,
the spark behind the whole scene, really
completed the picture, so thanks to Johnny
Shin for his help there.
Several companies came to us through
the unseen hand of WME’s Head of Digital,
Chris Jacquemin—thank you for the
@emmanuel_durand According to @sdholakia,
information is power, this power is shifting from
compQanies to consumers #orangeinstitute pic.twitter.
com/SGij3VmQR6
Tweeting from @twitter HQ is an experience per se :-)
#OrangeInstitute 11 pic.twitter.com/7C8x0qRXbp
@domdelport #SILLIWOOD: @orange and
@HavasMedia stay tuned while discovering the local
#startups scene http://www.inc.com/ss/em-maier/los-
angeles-10-hottest-start-ups#10 …
@orangeinstitute Combinatorial Enterprise w interviews by
@jhagel and @haydn1701 here: http://bitly.com/17P9t1v
we released @orangeinstitute #11 w/
@levie talk
Will human beings be able to face the flood of information
and stay more intelligent than the machines?
@orangeinstitute: Sylvie Joseph
@jtwinsor Great session @YouTube w/ @TomPickett. In
a two-way realtime media world creative agencies need to
restructure themselves to be more agile.
@jtwinsor Great conversation #mtifilm talking about the
radical transition from film to digital. It’s a long way from
here: pic.twitter.com/Cq3pRtTvhM
@jtwinsor Great prez from Fullscreen’s @ezracooper.
Curating abundant content on YouTube. The next digital
layer is being built. Kaboom.
@jtwinsor After listening to @Adly @Fullscreen and
@jinglepunks you can hear the foundations of Hollywood
and Madison Avenue crumble.
@jtwinsor @vintagejohnny @ezracooper looking
forward to figuring out a way to work together.
@vintagejohnny @jtwinsor disruption at its best. looking
forward to carving out new opps to work together w u and
ur team @havasww nice preso @ezracooper!
Closing the loop at #OI11 last day. @oblong_inc paves the
way from Hollywood to Silicon Valley. Great apotheosis and
wonderful programming : Philippe J DEWOST
@pdewost
vibrant creatives from JinglePunks and the
magisterial Oliver Luckett of theAudience.
Chris, you’re next! And to both Jon Taplin
and most especially Auri Maruri at Lionsgate,
thanks for helping us create a unique
conversation and a memorable evening.
Orange Institute #11 showcased a
number of firsts. Just as the nature of
Institute continues to evolve, so does the
team. New heights in member participation
were achieved in Paris by our colleague
Anne-Catherine Moreno, while here in SF we
were aided by Shakira Mongul as producer,
and Ava Alemazkoor from the Orange Fab
team who pitched in as well.
This session also is a major milestone
as we pause to bid best wishes for two
long-time colleagues moving on to new
challenges. In Paris, Romeo Machado has
been with Institute since its earliest days,
and we thank him on behalf of the many
members who have become great friends
of Institute due in large part to Romeo.
On behalf of all of us, we wish you the
best success in your new job with Orange
Horizon, Romeo.
Here in San Francisco Natalie Quizon, the
co-curator and major creative force behind
Orange Institute since its inception in 2009,
is also moving on to new horizons. Natalie’s
role in shaping the intellectual and design
contours of the past 11 Institute sessions is
manifested in so many aspects of the work:
from the language and copy, to the print
artifacts, to the scores of presenters that
we have selected over the past four years.
Natalie, we thank you for your craft and wish
you great success, you will be missed.
As always, the success of each session
ultimately is in the conversations that
happen before, during, and after each
session—these can only happen because of
our members, old and new—we thank you
for making this possible.
49

Adam Bain
President, Global
Revenue, Twitter
Aaron Levie
Co-Founder CEO,
Box.com
Jim Wuthrich
President, The Ameri-
cas, Warner Bros.
Jeremy Howard
President, Chief
Scientist, Kaggle
Ezra Cooperstein
COO, FullScreen
Denise Cherry
Principal, Studio O+A
Chris Thierfelder
XPrize Foundation
Brian Wahlund
CSO, Jingle Punks
Alex McDowell
Creative Director, 5D
Organization
John Stevens
VP Engineering, MTI
John Hagel
Deloitte Center
for the Edge
Hardie Tankersley
VP Digital Product,
Platforms,
Innovation, Fox
BroadcastingDoug Van Praet
Author
Daniel Ornstein
Director, Business
Development, Warner
James Siminoff
Chief Inventor,
Edison Jr
Daniel Solnicki
Head, Worldwide
Franchise
Development,
Dreamworks Animation
Ben Horowitz
Co-Founder,
General Partner,
Andreesen-Horowitz
Jennifer Healey
Research SCientist,
Intel
Elissa Fink
CMO, Tableau
David Kenny
CEO,
Weather Company
Speakers (from top to bottom)
50

Mike Maples
Founding Partner,
Floodgate
Dave McClure
VP Product
Development, MTI
Phil Eisler
GM, GeForce GRID
Cloud Gaming, NVidia
Sanjay Dholakia
CMO, Marketo
Johnny Shin
VP, Digital Media
Partnerships, Ad.ly
Oliver Luckett
CEO, theAudience
Tom Pickett
Vice President,
YouTube Content
Richard Waters
West Coast Editor,
Financial Times
Stéphane Richard
CEO, Orange
Peter Pham
Co-Founder
Partner, Science
Shai Leib
Founder/CEO,
Ask Ziggy
Rob Friedman
Co-Chairman,
Lionsgate
Entertainment Thierry
Donneau-Golencer
Co-Founder, Tempo AI
Mark Suster
Partner,
Launchpad LA
John Underkoffler
Chief Scientist,
Oblong
Peter Platzer
Founder/CEO,
Nanosatisfi
Maurice Patel
Senior Industry
Marketing Manager,
Autodesk, Media
Entertainment
51

Arno Gourdol
Senior Executive for
the Web Platform,
Adobe
Celine Orjubin
Co-Founder, My Little
Paris Merci Alfred
Delphine
Ernotte-Cunci
Senior EVP,
Orange France Emmanuel Durand
VP Marketing,
Warner France
Jean-Luc Neyraut
Deputy CEO, Paris
Chamber of Com-
merce and Industry
Haruko Minagawa
Touchpoint Evangelist,
Hakuhodo
Béatrice Gautier
Business Develop-
ment Director, Paris
Développement
Charles Robelin
Senior Manager of
Applied Research,
Amadeus
Dimitri
Champollion
Head of Marketing
Department, Paris
Chamber of Com-
merce and Industry
Francois Laburthe
RD Director,
Amadeus
Gervais Pellissier
Chief Executive Officer
Delegate, Orange
Jean Marc
Merriaux
General Director,
CNDP
Ina Fried
Senior Editor,
All Things Digital
Benoit Vidal
Chief Digital Officer,
MFG Labs
Claire Fulda
Head of Prospective
Brand Innovations,
BNP Paribas
Dominique Delport
Global Managing
Director,
Havas Media Group
Frédéric Josué
Global Executive
Advisor, Havas Media
Gilles Fontaine
Deputy Editor in Chief,
Internet Technologies,
Challenges
Jean-Michel Lasry
Co-Founder,
MFG Labs
Jean-Louis
Frechin
Founder,
NoDesign.net
Béatrice Mandine
Senior EVP of
Communications
Brand, Orange
David Barroux
News Editor in Chief,
Les Echos Élie Girard
EVP, Group Strategy
and Development,
Orange
Gabriel Sidhom
Jean-Pierre
Dicostanzo
Director of Paris Area,
Orange
Jean-Etienne
Bouedec
Head of Digital
Transformation,
Française des Jeux
Jean-Gérard Blanc
Senior Adviser to the
President CEO, Paris
Chamber of Commerce
and Industry
Participants (from top to bottom)
52

Anne-Catherine
Moreno
Business Develop-
ment Customer
Relationship manager,
Orange Institute
Georges Nahon
CEO and President,
John Winsor
CEO, Victor and
Spoils
Natalie Quizon
User Experience
Content Lead,
Philippe Dewost
Digital Program
Director, Caisse des
Depots
Sander Duivestein
Trendwatcher,
Sogeti/VINT
Thomas Jorion
Havas Media Global
Julien Deparis
Head of Studies,
SupInfocom
Nathalie
Boulanger
Startup Ecosystem
Director, Orange
Pierre Aussure
Founder/CEO,
IVY Search
Sihem Jouini
Associate Professor,
HEC
Thomas Giusiano
Producer/CG Director,
Tu nous Zapas vus
Production
Ludovic Cinquin
CEO France, OCTO
Technology
Olivier Fecherolle
Chief Strategy
Development Officer,
Viadeo
Pierre Couvry
Associate Director,
Havas Media
Sophie Bonnier
CEO’s Office, Orange
Guillaume Payan
Product Manager,
Marc Gonnet
Head of Strategy/
Head of Business De-
velopment, Lagardere
Active/Europe 1
Mark Plakias
VP of Knowledge
Transfer,
Pascale Diaine
Evangelist,
Orange Siliocn Valley
Romeo Machado
Business Devel-
opment Manager,
Orange Institute
Sylvie Joseph
Senior Executive,
Digital Business Unit -
La Poste
Patrice Lambert
de Diesbach
Financial Communca-
tion Director, Orange
Rori Duboff
Global Head of
Strategy,
Havas Media Group
IO 11 Team
53

Orange Institute 1
The
Innovation
Imperative
Silicon Valley
November 2009
Orange Institute 2
Societal
Remix
Tokyo
June 2010
Orange Institute 3
Creativity
Has a
New
Address
Beijing
September 2010
Orange Institute 4
New Age
to New Edge
Silicon Valley
November 2010
Orange Institute 5
Sensor
Networks
as the New
Growth
Opportunity
Madrid
March 2011
Orange Institute 6
Where
Enchantment
Meets
Inspiration
Paris
June 2011
Orange Institute 10
Six New
Waves in
the Digital
Economy
Tokyo
April 2013
Orange Institute 11
When Worlds
Combine:
How Creatives
Meet Geeks
Silicon Valley/LA
Sept/Oct 2013
Orange Institute 7
Innovation
as Destiny
Tel Aviv
October 2011
Orange Institute 8
Strategic
Imperatives
in a Post-IT
World
Silicon Valley
March 2012
Orange Institute 9
Feedback
Economy
Realtime
Society
Boston New York
October 2012
The first session of Orange Institute in
2014 will bring us back to Israel, the
Start-Up Nation. Since our first visit in the
autumn of 2011, the country’s reputation
for incubating world-class startups has
been fortified by an amazing string of
successful exits. In just the first nine
months of 2013, approximately $3 Bn
USD have been spent by digital economy
giants such as Intel, Google, Cisco,
Facebook, and IBM on Israeli startup
companies. Part of our time in Israel will
be spent exploring the domains that are
driving innovation and investment:
• Innovation models for corporate
and public sectors
• New entertainment experiences
• Homeland Security and Cybersecurity
• Biotech, Nanotech, Cleantech
• Online media and analytics
....as always, the educational assets of
high-innovation regions are an important
part of the story, and since our last
interrogation of this topic, important global
agreements forged by the Technion in two
opposite directions has been announced.
The first is the massive initiative with New
York City led by Mayor Bloomberg. The
second is the largest gift ever given the
school, $130 million donation by Chinese
philanthropist Li Ka-Shing.
These are just a few data points
confirming Israel is an important node in
the global digital economy. Please plan to
join us in this first of two sessions planned
for 2014.
Preview Orange Institute 12, Spring 2014: Israel, Return to the Start-up Nation
Join The Conversation!

that’s not
all folks!
Orange Institute #11 can be with you all
the time if you have the app. Next time
you’re trying to tell a colleague about one
of the amazing insights you gained, why
not just show her the picture, the faculty
bio, the session description? It’s all still
there, along with over 150 photos taken
by you and your fellow iO classmates.
So go open the app, check what’s new,
then send a message—because the app
is always on and we can tell you, new
messages are still coming in weeks after
the event itself was finished. That’s why
we say, that’s not all, folks—the stories
we tell about Siliwood continue...

For more information, please contact
Anne-Catherine Moreno at +33 1 44 44 80 15, or email at annecatherine.moreno@orange.fr
Institut Orange, SAS au capital de 30 000€—75, rue Olivier de Serres 75015 Paris—514 822 568 RCS Paris

When Worlds Combine: How Creatives Meet Geeks!

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