James Whittaker took the audience on a journey where email and calendar applications were smart and understood the intent of their users:
"I think there are certain apps and places where users just are that have lots of intent. Email, calendars and social networks - they're super apps with lots of intent flowing through. So why should you have to go the web or go an app to find out more? Is that calendar so dumb it can't help me with travel? What is it about one piece of technology that knows stuff - the web - and another like my email client, that doesn't? What's this disconnect and why are we making our users work so hard and travel so far?
"It's about taking the right set of data and painting it on the right canvas, without all this web stuff and app stuff in the middle. We're making our users work too hard.
"Let's connect value providers and value consumers directly, and give them experiences that occur within the application where the intent was first spawned. It's not the web and it's apps - it's experiences. That is going to be the future and the knowledge of the world is going to help us make this future real."
And he offered an analogy of how technology companies should user their data responsibly:
"He knows when you are sleeping; he knows when you're awake. As an industry, let's tend towards the Santa Claus creepy and not the NSA creepy."