Sri Sathya Sai Organisation seems to have started its activity in direction of it next world conference, scheduled this year. Theme is "God is, I am I, Love All Serve All". In Kobe, there was pre-world conference seminar for Zone 5 countries. I too participated in that.
At the end of it, i don't know how clear it was for people. Surely it was not for me. May be my expectation were different. Whatever may be the reason, no point in pointing finger. So thoughts continued bit more about that.

The first part first. For me "God is" is medicine for people suffering from TING (there is no God) syndrome. This statement will certainly mean great change for such a person. It means changing many of his beliefs and even the mind set, a quantum jump indeed. Thank God may of us don't fall in that category and it appears to be easier.
That does not say that it means nothing for the people who believe in His existence. For the people, who believe in His existence, it is reminder of His omnipresence. this ideal tells one to be constantly aware of it. So, it emphasizes on the such a practice, to keep it in mind at all the time. What will be the effect of such a thought for us? Those who are have tendencies to do something wrong may become more cautious and thus may be weaned away from such activity with this practice. Not only this, those who love Him, will find their object of love accompanying them always. So it is useful even for them. Similarly, I think, it will have some distinct effect for all the people at any level of awareness.
One can think even beyond. At first look it appears that this is an incomplete sentence but think deeply a nd it appears that this is onlycomplete senrence. This ideal indicates that God is not represented a by any thing else other than itself. To say that He is something, only defines a part of Him. We have habit to define any new object in terms of other known objects. We also assume that certain set of known qualities, which we have observed earlier in other object, in certain permutation and combination, will be able to define the new object of analysis completely. But this does not work with the absolute. All finite cannot add up to make the infinite. More can be thought about this, but at present that look like a mental gymnastic for me due to lack of any personal experience.

Coming to the next part termed 'I am I'. This to me is self analysis aspect of any spiritual aspirant. While first part was about macrocosm this part is about microcosm. This too is very important. Sai organization stresses on many activities which are apparently outwards activities. these activities have to accompanied by the internal inquiry. It has been told that there are many level of a being, lower physical level to higher spiritual level. In all of these level one refers one's own self as 'I'. At every stage the meaning of I is different. It may mean the body, mind, intellect, aspiration, positive or negative feelings, status of relation, and so many similar things. These can be said as different I-states. so one has to be aware which I-state one is in. The concept of individual and fundamental discrimination can be of great help in overcoming any confusion in case of conflict between two different state of I-states. Many a times Swami has told that in reality I is Atma or the soul. but we (at least I) never reach theat ultimate I-state. But we can always observe this which itself is a spiritual sadhana. so much at present for "I am I".

the last part is love all serve all. very easy to understand and practice. but in this too there are different levels. i think there is lot of material and many people relate experiences about these. I will not delve in this now. may be later.