So you add that people-to-people communication, which
at first was predominant, started
to be overwhelmed by different kind of content-- calendar
notification, statement, bills, different kind
of promotional advertising.
Other time, people who getting your email without you
want, so you had a lot of spam, which
was a problem in the early 2000.
And there is a problem in the format,
because the format was conceived only
from email from your friends.
And now all this content is treated the same,
is presented the same-- it's presented chronologically.
So basically user needs very often to firefight
because they receive way many, too many emails
for what they can make sense of.
Raffa, let's have a look at Cannonball.
So Cannonball is an email client, email app,
which differently showcases your existing inbox-- Gmail, Yahoo,
Hotmail, whatever you want.
And what it does, basically it automatically
organizes your inbox in two parts.
On the left, you have the important email,
which are email from people, and then tickets, receipts,
statements, practical things you have to keep an eye on.
On the right side, we move like all
the computer-generated things, those
which are less personal and more generic,
like emails from a brand, your newsletter
from the social networks, or the New York Times,
or the museum to which you are subscribed.
That's the default we provide to user,
but then they can clearly overwrite our preference.
And so they can take an email, and they
can drag it from one side to the other.
And so they can decide what stays
on the left, what goes on the right.
On the right, we showcase email with the beautiful images
that many times these newsletters contain.
So, for example, these are the email from events,
or this is Gilt.
And these are the images which are in them.
So this newsletter, which normally
are sacrificed in the current format from existing
providers, are brought fresh to life
in a format which is more contemporary.
It's like the format is showcased on the Internet,
even very often, on Pinterest and on other website.
So the very first concept is really
this-- focus on the left action email,
and the leisure email on the right,
where user could really catch up with their content.
So what we do, we provide already answers to them.
Here are the people I email the most.
For example, this is my dad.
If I press on his icon, here it is,
this is the content from him.
What I have all the attachments, and so I
can find all the tickets or the documents
I receive in the last days.
Or then, I add my important categories, like the tickets,
and here it is the ticket of the train from Amtrak,
because I just came back from New York.
So I can find it very quickly.
I don't need to run this search that sometimes takes
a lot of time, because maybe the connection is not great.
While in here, my content, it's on the iPad.
It's already there, and I can find it.
Or the sent email, the subscription, and so on.
And everything is very visual.
Everything, it's very visual, everything is very gesture-based. If I want
to compose an email in here, at the people with whom I speak
the most-- for example, I want to put in here Thibault
and Jim, which are my partners-- I can send an email to them,
and it goes out very, very easily.
What we be thinking, it's like those people who go back home,
they find their stack of physical mail.
And they get in their apartment, and they
start to sort it, right?
On the right, they put their catalogs-- sometimes the trash
it, sometimes those things stay on the desk for a few days,
maybe the wife look at them.
That's what we're trying to think of, no?
Really providing the normal people--
you would say the average Joe.
In reality, maybe it's the average Ellen,
which is really the kind of women
we've been thinking of-- with a pleasant experience.
And we're starting from iPad, because iPad
is this new tablet, this new device that
is taking by storm the houses.
Now there are more iPad than iPhone in the United States.
iPad is the biggest platform at night,
and all these people are relaxed on the couch.
They do their shopping, they browse, they read on the tablet
instead of using the book so very often at night.
It's using several places in the house,
and the only application where their experience is
different from everything else, it's
email, which still looks like a task list.
And also has this problem of overwhelming.
So it's in there which decided to bring
this sense of freshness.